WEBVTT 1 00:00:00.000 --> 00:00:04.640 The biggest mistake that I have done in my entrepreneurial career, I'm going to walk through and then 2 00:00:04.640 --> 00:00:08.880 I'll explain kind of the the meta concept that I think is why we are doing better now than we've 3 00:00:08.880 --> 00:00:14.800 ever done before. The very beginning of my business I started an online fitness coaching business called 4 00:00:14.800 --> 00:00:20.080 the free training project which then flipped to for profit. I then started a gym. Now I did a smart move 5 00:00:20.080 --> 00:00:24.480 and said I'm going to focus only one of them which was the gym and the gym grow. I kept doing this gym 6 00:00:24.480 --> 00:00:28.240 thing because that kept working and then all of a sudden as I kept opening locations I was like man 7 00:00:28.240 --> 00:00:31.360 I'm pretty good at this marketing and sales stuff. Then all these people started being like hey 8 00:00:31.360 --> 00:00:34.240 can I give you money to do other stuff and I was like well I accept money and I can do other 9 00:00:34.240 --> 00:00:39.360 things so that sounds great. Within the next 12 months I had a dental agency, a chiroagency 10 00:00:39.360 --> 00:00:43.840 and a business that was the turnaround business which was me flying out to gyms and so I tried to 11 00:00:43.840 --> 00:00:49.280 grow four businesses at the same time where I was CEO of all of them. It took me getting into a head 12 00:00:49.280 --> 00:00:54.000 on collision in a DUI where I had a mentor of mine whatever you want to call it who's like your 13 00:00:54.960 --> 00:01:00.160 lack of ability to make decisions will kill you. After that over the next seven days I broke up with 14 00:01:00.160 --> 00:01:03.200 it's probably the best term because some of you guys are in terrible partnerships in one 15 00:01:03.200 --> 00:01:08.720 minute. I broke up with my partner that I had with a couple of gyms not all of them but a couple 16 00:01:08.720 --> 00:01:13.520 of them. I broke up with partner I had for dental. I broke up with partner I had for chiroag and 17 00:01:13.520 --> 00:01:18.640 then broke up with another business that was related to tangentially with the launch thing and it's 18 00:01:19.280 --> 00:01:23.920 but finally after all of those conversations I was able to just do the turnaround business 19 00:01:23.920 --> 00:01:28.000 and then within the next half of many months you guys know that story it exploded we made a 20 00:01:28.000 --> 00:01:32.960 whole bunch of money and then we switched to licensing and then we did three something then 480 21 00:01:32.960 --> 00:01:36.800 then 780 then a million then one two then one five then two and then we kept going straight 22 00:01:36.800 --> 00:01:42.400 line all the way to four. At that point I was like hi you know what we could do start out of the 23 00:01:42.400 --> 00:01:47.360 business that was when I started prestige and prestige obviously helped the top line and the 24 00:01:47.360 --> 00:01:52.240 bottom line as well but the day that I started prestige was the day that gym launch stopped growing 25 00:01:53.040 --> 00:01:57.680 so gym launch maintained and then I grew prestige because then prestige got all my reign then I was 26 00:01:57.680 --> 00:02:02.800 like okay well I split my attention we went up and revenue well I'm going to create this ecosystem 27 00:02:02.800 --> 00:02:09.840 for gyms and so then I started Allen and so I'm now here with three companies I just have more 28 00:02:09.840 --> 00:02:16.320 money to do things now and so I'm CEO of Allen, CEO of prestige labs and CEO of gym launch and as 29 00:02:16.320 --> 00:02:24.080 soon as that happened prestige labs went down slowly and gym launch went down very very very slowly 30 00:02:25.600 --> 00:02:36.240 and that continued until I sold Allen and then after I sold Allen gym launch straight line up 31 00:02:37.600 --> 00:02:42.480 and that was what allowed us to actually eventually exit the company I bring this up because 32 00:02:42.480 --> 00:02:49.360 it's been the hardest lesson of my entrepreneurial career you have to learn to say no and I actually 33 00:02:49.360 --> 00:02:54.560 think focus just comes down to saying no to everything that is not what you said you would do 34 00:02:55.920 --> 00:03:02.800 that's it that's all it is and so if we want to be focused then you can run that filter through your 35 00:03:02.800 --> 00:03:08.160 brain which is this is something that is not what I said I would do which means if I want to be 36 00:03:08.160 --> 00:03:16.000 focused the answer is no now how focused you are determines the extent to which and across domains 37 00:03:16.000 --> 00:03:23.360 that you say no to so on one level you say no to business opportunities even more focused to be a 38 00:03:23.360 --> 00:03:27.600 person who says no to business opportunities and new friend opportunities even more focus to be 39 00:03:27.600 --> 00:03:32.080 someone who does no new friend opportunities no new business opportunities no networking opportunities 40 00:03:32.080 --> 00:03:37.120 and the list can keep going right if somebody did literally nothing else then they'd be the most 41 00:03:37.120 --> 00:03:43.760 focused person and so it's not a am I focused or not it's how focused are you there's this quote 42 00:03:43.760 --> 00:03:50.960 that I heard from Justine Musk which is Elon Musk's like seventh wife removed or whatever Elon if 43 00:03:50.960 --> 00:03:56.480 you ever see this I love you she said he said no in a way that protected his resources so that he 44 00:03:56.480 --> 00:04:02.720 could channel them towards his own goal and I realized that behind every no is a deeper yes to whatever 45 00:04:02.880 --> 00:04:09.600 it is that you do and so I just think about it that way which is like the focus feels bad on the 46 00:04:09.600 --> 00:04:16.000 outside because no one likes saying no but it what it really is is saying yes again to the thing you 47 00:04:16.000 --> 00:04:22.400 said you would do and the reason this is so near and dear to my heart is because I have it's it's 48 00:04:22.400 --> 00:04:26.800 been the struggle of my life it's been so hard for me and the opportunities that I get presented 49 00:04:26.800 --> 00:04:32.240 now are insane they're nuts and I recently had to turn down an opportunity that was absolutely 50 00:04:32.240 --> 00:04:35.680 absurd and now the opportunities are all billion dollar opportunities everything's a billion 51 00:04:35.680 --> 00:04:41.440 now which is cool but I also have acquisition.com which will for sure be a billion dollar plus 52 00:04:41.440 --> 00:04:46.640 company in the next 36 months like we will be there that's like we needed we didn't we need to 53 00:04:46.640 --> 00:04:53.040 not do anything else I can just not mess it up and it's still hard and so I gave myself this 54 00:04:53.040 --> 00:04:57.840 saying which was and you can scale it up or down whatever you want which is I'm not going to sacrifice 55 00:04:57.840 --> 00:05:02.480 my first billion for my second and so right now some of you have your first million or 10 56 00:05:02.480 --> 00:05:06.800 million or 100 million or whatever the number is for you and you get excited about your second 57 00:05:06.800 --> 00:05:11.760 hundred million or your second 10 million or your second million and you forget to make your first 58 00:05:11.760 --> 00:05:17.760 one and I'm I'm keep I have so much content on this specific topic because it's something I 59 00:05:17.760 --> 00:05:23.760 struggle with so much and that's why I wanted to hit on this so you're going to hear another quote 60 00:05:23.760 --> 00:05:27.680 so you guys can tell me who this is people think focus means saying yes to the thing you focus on 61 00:05:27.680 --> 00:05:30.800 you've got to focus on but that's not what it means at all it means saying no to a hundred other 62 00:05:30.800 --> 00:05:34.640 good ideas that there are you have to pick carefully I'm actually as proud of the things we 63 00:05:34.640 --> 00:05:41.360 haven't done as the things I have done innovation is saying no 2000 things Steve Jobs you've got to 64 00:05:41.360 --> 00:05:49.200 say no no no and when you say no you piss people off also Steve Jobs I was listening to an interview 65 00:05:49.200 --> 00:05:54.560 from one of his executives when they were building the the camera was the iPod of the iPhone and so 66 00:05:54.560 --> 00:05:59.760 they were like so what was I like to work with Steve and he said Steve would start meetings and 67 00:05:59.760 --> 00:06:05.120 just say what have you said no to lately you just start with that because he figured out that's 68 00:06:05.120 --> 00:06:11.120 what focus really meant is what you say no to and he said I would sometimes like have some 69 00:06:11.120 --> 00:06:15.440 nose ready for the meeting so I could like throw him out but he's like he wouldn't be satisfied if 70 00:06:15.440 --> 00:06:19.920 I gave him like obvious nose he said it had to be known as something that you deeply wanted 71 00:06:19.920 --> 00:06:24.960 had to be like a juicy no and some of you guys right now have juicy nose that are sitting there 72 00:06:24.960 --> 00:06:29.520 and you just have to get the credit from Steve Jobs for saying a real no because the other 73 00:06:29.520 --> 00:06:33.520 nose aren't actually nose they're obvious nose and if you actually pursued them you be an idiot 74 00:06:34.480 --> 00:06:39.360 the ones that really are the meaningful ones that propel you in your career are also the sacrifices 75 00:06:39.360 --> 00:06:43.440 that you put on the altar of the success that you want to have and so in some ways it's like 76 00:06:44.160 --> 00:06:48.000 it's it's all the opportunities that you turn away because you really thought about the one 77 00:06:48.000 --> 00:06:54.080 thing that you that meant that meant the most to you and so I got this from a mentor he said if 78 00:06:54.080 --> 00:06:58.800 you don't say no to good opportunities you'll never have the time to pursue the great opportunities 79 00:06:59.760 --> 00:07:05.600 and once in a lifetime opportunities come about twice a year so let me explain why this concept 80 00:07:05.600 --> 00:07:09.520 matters and why it's going to make you more money and why I think it's the greatest superpower of 81 00:07:09.520 --> 00:07:17.360 entrepreneurs so fundamentally you can do more stuff or get more for the stuff you do that's it 82 00:07:17.360 --> 00:07:22.960 which is fundamentally volume times leverage and within the context of a business it's the 83 00:07:22.960 --> 00:07:28.480 amount of stuff you do and what you get for every repetition which yields your ultimate output 84 00:07:28.480 --> 00:07:33.440 so in the beginning when you're really shitty at making cold calls you have to do a lot of them 85 00:07:33.440 --> 00:07:38.000 to get and you don't have a lot of leverage because you're bad at it to get some level of output 86 00:07:38.000 --> 00:07:44.560 but here's the really interesting thing about leverage and volume the more you do the better you 87 00:07:44.560 --> 00:07:48.640 get at doing I've told this story before and there's a lot of different analogies for it but 88 00:07:49.280 --> 00:07:56.800 two classes start in university for pottery making one class the professor says you have to make 89 00:07:56.800 --> 00:08:00.800 the perfect pot by the end of the semester it's the only assignment you make one pot and at the 90 00:08:00.800 --> 00:08:06.800 end I'll grade you on how good that pot is the other group he said I don't care how good the pots are 91 00:08:06.800 --> 00:08:11.600 make as many pots as you possibly can and I'm just going to measure it and the pot has to be 92 00:08:11.680 --> 00:08:15.120 round and it has to be able to hold water and that's it those are the requirements of pot as many as 93 00:08:15.120 --> 00:08:20.560 you can and at the end of the semester everyone assumed that the person who had the quality pot was 94 00:08:20.560 --> 00:08:24.720 going to be one of the best pot and the volume pots had the most volume pots but something interesting 95 00:08:24.720 --> 00:08:30.640 happened which is that the people with the volume pots had both the most pots and the best pots 96 00:08:30.640 --> 00:08:35.520 because they had so many more repetitions to get better they had done more work and they got 97 00:08:35.520 --> 00:08:40.880 better at what they did and so then they had literally far more output and the quality was better 98 00:08:40.880 --> 00:08:45.920 so they crushed the other team if it was a business Bruce Lee said I don't feel the man who's 99 00:08:45.920 --> 00:08:51.360 done 10,000 kicks one time I feel the man who's done one kick 10,000 times and so some of you 100 00:08:51.360 --> 00:08:56.800 are just doing one kick at a time which are your business ventures and you as entrepreneurs are 101 00:08:56.800 --> 00:09:04.080 just like wondering why your kicks suck it's like because they're always new and it's starting a 102 00:09:04.080 --> 00:09:08.480 game over with a different character every time you get to level two and saying well I'm going to 103 00:09:08.480 --> 00:09:14.320 see if I can beat level one yet again with this new character and then you get stuck yet again 104 00:09:14.320 --> 00:09:18.080 I'm partially saying this because I'm trying to reinforce this with myself because saying no to 105 00:09:18.080 --> 00:09:22.960 that last billion dollar opportunity just recently I said no to so I made a video a while ago about 106 00:09:22.960 --> 00:09:27.280 a billion dollar opportunity I said no to a really big one was far more than a billion dollar 107 00:09:27.280 --> 00:09:33.120 opportunity like this week and so this is me rededicating to the fact that the woman in the red 108 00:09:33.120 --> 00:09:39.120 dress just gets hotter and hotter and hotter it never goes away or at least it hasn't gone away 109 00:09:39.120 --> 00:09:43.760 for me if you continue to grow if you stay the same then you know the woman in the red dress or if 110 00:09:43.760 --> 00:09:48.400 you go down the woman in the red dress gets uglier right I say this figuratively what's interesting 111 00:09:48.400 --> 00:09:54.000 about this is that I actually think the distractedness comes from a place of delusion it's that we 112 00:09:54.000 --> 00:09:57.840 somehow fool ourselves into thinking that if we do two things we compete against people who do one 113 00:09:58.640 --> 00:10:02.960 thinking that we're that much better than the competition and we're just not because the person 114 00:10:02.960 --> 00:10:08.000 is going to be choose the person who said no to everything else imagine the perfect competitor 115 00:10:08.560 --> 00:10:13.200 somebody that you would be incredibly afraid to go up against they're incredibly intelligent 116 00:10:13.200 --> 00:10:18.560 they're incredibly hardworking they always learn from their mistakes they never stop they say no 117 00:10:18.560 --> 00:10:24.160 to nothing else be a tough person to compete against and then add on top of the fact that 118 00:10:24.160 --> 00:10:31.360 they're patient and they have no rush to beat you probably going to win here's the interesting 119 00:10:31.360 --> 00:10:37.600 thing you can be that competitor like I mean I think about myself when I had I had I had if you 120 00:10:37.600 --> 00:10:42.240 count each location is a location I had like ten businesses I was CEO of if you don't count the 121 00:10:42.240 --> 00:10:46.560 locations then I had four different businesses that I was CEO it was absurd not only was I just 122 00:10:46.560 --> 00:10:51.840 the CEO I was also the chief salesman for like half of them like at and also did the delivery like 123 00:10:51.840 --> 00:10:55.760 it was a period of time where I did not sleep I did not eat I did not work out I mean I kind of 124 00:10:55.760 --> 00:10:58.960 worked out because lay the force of me too and she feeds me so I ended up saying in okay shape but 125 00:10:58.960 --> 00:11:05.520 anyways point is is that I was only alive unlike I was like hooked up to just energy drinks and 126 00:11:05.520 --> 00:11:09.920 adrenaline hoping to make this thing work and the harder I work the less money I made because I 127 00:11:09.920 --> 00:11:16.880 was doing it wrong and I'm hoping that I can prevent one person here from doing that and so saying 128 00:11:16.880 --> 00:11:23.840 no as I try to see this now is saying is putting money in the bank saying yes spends the money 129 00:11:24.720 --> 00:11:29.840 and I think we want to say yes because yeses feel good in the moment and feel bad later when 130 00:11:29.840 --> 00:11:34.640 you have to stick with that commitment knows feel bad today because you have to let someone down 131 00:11:34.640 --> 00:11:39.200 but feel good later when you realize you don't have to go or you don't have to do that thing that 132 00:11:39.200 --> 00:11:44.560 you almost had to do and so it's actually knows and yeses are very short term long term in terms 133 00:11:44.560 --> 00:11:49.200 of decision making so I was like why do we keep doing this or we we why do I keep doing this 134 00:11:50.080 --> 00:11:56.400 and so trying to zero that down has helped me and just saying like oh this is you being wanting a 135 00:11:56.400 --> 00:12:01.760 cookie today that's why you're trying to say yes you just want a cookie right now and simplifying 136 00:12:01.760 --> 00:12:07.440 it like that has helped me get over it well I mean I you know once an addict always an addict for 137 00:12:07.440 --> 00:12:12.400 you know distracted focus but for now I've conquered my my addiction for the week 138 00:12:12.640 --> 00:12:19.360 and so you know the reason people can't say no is because saying yes once you start takes less 139 00:12:19.360 --> 00:12:26.720 effort it gives reward now and pain later no gets pain now and reward later and I think where 140 00:12:26.720 --> 00:12:33.680 this really comes down is that our business when it gets tough stops rewarding you because like 141 00:12:33.680 --> 00:12:37.600 when things are growing it's exciting of course it's like a new relationship you're like super you 142 00:12:37.600 --> 00:12:42.000 know you're into it things are moving momentum happening you're hiring people there's cash flow 143 00:12:42.000 --> 00:12:46.160 it's great but then all of a sudden you encounter this boss or this obstacle this thing that you 144 00:12:46.160 --> 00:12:50.160 can't get over and all of a sudden like all that reward starts going away are becoming far more 145 00:12:50.160 --> 00:12:54.480 infrequent and so then your eye starts wandering and you start looking for the other relationship 146 00:12:54.480 --> 00:13:05.840 that high again but trying to reframe that point as I am at level three and it doesn't matter 147 00:13:05.840 --> 00:13:11.440 how many new characters I switched to I'm going to have to battle this boss and so all I'm doing 148 00:13:11.440 --> 00:13:17.600 is delaying the inevitable for a confrontation that I have to have to do thinking about it that 149 00:13:17.600 --> 00:13:24.160 way as basically made me be like don't be a little bitch like you have to frame and this is a 150 00:13:24.160 --> 00:13:28.560 useful exercise for anyone is I try and frame the thing that I don't know how to the problem as 151 00:13:28.560 --> 00:13:33.920 something I don't know how to do so rather than saying who had the ads problem you guys so instead 152 00:13:33.920 --> 00:13:38.000 of saying ads agencies don't work I'm not saying you say this instead of saying ad agencies don't 153 00:13:38.560 --> 00:13:43.040 you say I don't know how to work with ad agencies that is a skilled efficiency announced under 154 00:13:43.040 --> 00:13:48.080 your control right and so blame becomes something that you can control and then now you can do 155 00:13:48.080 --> 00:13:52.640 something about it I promise there are agencies that do a good job in your space the same thing is 156 00:13:52.640 --> 00:13:58.880 like um TikTok doesn't work for us I don't know how to work TikTok this is a skilled efficiency 157 00:13:58.880 --> 00:14:02.400 and if that's what I need to do for the next level rather than starting another business and 158 00:14:02.400 --> 00:14:05.840 reconquering the first three because I can get to that level really quickly and get that quick 159 00:14:06.800 --> 00:14:11.200 I have to sit here and I have to be comfortable in the fact that I don't know what I'm doing 160 00:14:12.320 --> 00:14:18.880 and the problem with that period is that you basically have to try out all of your best bad ideas 161 00:14:18.880 --> 00:14:24.000 until you have no bad ideas left and you have only good ones and so and then one of those good 162 00:14:24.000 --> 00:14:28.960 ones will work and sometimes it takes five best bad ideas to get to a sixth good idea but once 163 00:14:28.960 --> 00:14:33.680 you have that sixth what's interesting about it is that like you've seen before once you unlock 164 00:14:33.680 --> 00:14:38.240 level three you know how to pass it every time and so I would say that the reason that we've been 165 00:14:38.240 --> 00:14:42.720 able to move so quickly now with the companies that we have and then we invest in that we buy is 166 00:14:42.720 --> 00:14:47.200 that we know what level you know one through a hundred million a year it looks like and now we're 167 00:14:47.200 --> 00:14:52.000 about to you know across our third company doing that and so like we're we've done this before now 168 00:14:52.000 --> 00:14:56.080 and I remember I think I was telling somebody this story but when I was trying to find a sales 169 00:14:56.080 --> 00:15:00.880 director for the first time I had no idea what I was looking for so the first thing I did was 170 00:15:00.880 --> 00:15:04.720 the first mistake everyone makes which is oh this guy is the best guy on the team I'll make him 171 00:15:04.720 --> 00:15:11.200 manager don't do that I did that and then of course I lost my best closer and my best closer also 172 00:15:11.200 --> 00:15:16.480 hated managing oh for two and so then I'm like okay I either have to give him a demotion 173 00:15:16.480 --> 00:15:21.200 which is gonna hurt his ego right just it's just terrible rock and hard place so that didn't 174 00:15:21.200 --> 00:15:25.440 work out so then I hired another sales manager this sales manager is the opposite of that guy all 175 00:15:25.520 --> 00:15:32.080 operations all process and he did mediocre to bad better than the guy who hated people and just 176 00:15:32.080 --> 00:15:37.840 wanted to close deals who's a pure hunter this guy did okay eventually we said hey how do you 177 00:15:37.840 --> 00:15:41.760 think you're doing he's like not that good and we're like okay you can either leave or we can take 178 00:15:41.760 --> 00:15:46.000 the demotion he was like I will swallow my pride and take the demotion I'd rather just close and 179 00:15:46.000 --> 00:15:52.560 I was like great so then I had a third sales manager and this guy loved people and he understood 180 00:15:52.560 --> 00:15:56.880 sales well and so he loved spending time doing one of ones he loved watching the guys improve 181 00:15:56.880 --> 00:16:02.960 he was just a people person and he was organized and he trained the team and the teams performance 182 00:16:02.960 --> 00:16:08.320 went up and I was like oh that's what a sales director looks like and from that point in my career 183 00:16:08.320 --> 00:16:12.880 I haven't missed on sales directors and that has been true of every other role I've had in the 184 00:16:12.880 --> 00:16:18.640 business and so all of the time that it took for for those managers cycle through was growth I didn't 185 00:16:18.640 --> 00:16:23.360 have close rates that dropped cash well that suffered because I didn't know what it looked like 186 00:16:23.360 --> 00:16:28.000 and so I consider that ignorance debt and so we have to pay that debt down so all businesses 187 00:16:28.000 --> 00:16:32.400 incurred debt and the biggest one being ignorance of the founder not knowing what it takes to grow 188 00:16:32.400 --> 00:16:38.880 this business and so framing the problems that we have is the things that we have to confront 189 00:16:38.880 --> 00:16:45.200 as this is debt I have to pay and there's no way around it this is a toll of the success 190 00:16:45.280 --> 00:16:51.040 road that I'm on and I will stay at this toll until I come up with the change to pay this debt 191 00:16:51.040 --> 00:16:55.920 to open the lever so I can go to the next toll booth and keep driving until I hit it again 192 00:16:56.640 --> 00:17:01.440 and it's going to cost me probably more at the next one because these guys are greedy 193 00:17:01.440 --> 00:17:08.800 he's told these you know the lessons of life are very expensive and so for me the reason I spend 194 00:17:08.800 --> 00:17:14.000 so much time documenting a lot of guys probably don't know this but my podcast when I started it 195 00:17:14.000 --> 00:17:19.600 I didn't make it for you guys I made it for me and for those of you who are trying to like document 196 00:17:19.600 --> 00:17:23.520 your journey a really helpful frame because I didn't really get too obsessed with the fact that I 197 00:17:23.520 --> 00:17:27.360 had like 200 downloads per episode like it didn't really matter to me because I was like you know 198 00:17:27.360 --> 00:17:32.000 it'd be cool because one of the biggest things that always wanted was Elon Musk and Jeff Bezos 199 00:17:32.000 --> 00:17:37.760 the channel from 1997 where he's like here I am on Amazon and this is our sign and we'll see what 200 00:17:37.760 --> 00:17:42.720 happens and I wish that they had done that and so I tried very hard to be able to do that 201 00:17:43.680 --> 00:17:48.960 you know with my own career and so for those of you who want a fun little tidbit the first podcast 202 00:17:48.960 --> 00:17:56.160 that I have is 90 days after I lost everything so you can actually hear from basically ground zero 203 00:17:56.160 --> 00:18:02.240 to here now the evolution in thinking so and I think that there might be some utility in that 204 00:18:02.240 --> 00:18:08.080 because as I'm walking through that it's at zero so what I'm thinking with is an entrepreneur who 205 00:18:08.080 --> 00:18:13.680 just lost everything is trying to figure out the next move is and so use that for what you will 206 00:18:13.680 --> 00:18:20.160 but from a content perspective I try and document those lessons so that I can continually recognize 207 00:18:20.160 --> 00:18:25.040 the patterns again and so what I want to have happened is oh this is another one of those 208 00:18:25.040 --> 00:18:28.880 and then I can just play the playbook I'd be like what was I thinking then and I can go back 209 00:18:28.880 --> 00:18:32.400 into the archives and be like oh yeah this is what I'm looking for oh yeah this is what I'm looking 210 00:18:32.400 --> 00:18:36.560 for two biggest regrets I have is that I didn't document anything until I lost everything twice 211 00:18:37.280 --> 00:18:42.160 number one the second biggest regret that I have is that I have no recorded sales from the 212 00:18:42.160 --> 00:18:47.280 4,000 closes that I did in person not one to be fair tech wasn't as good then it would have been 213 00:18:47.280 --> 00:18:52.880 a little bit weird but I could have done it and I regret that I mean imagine the fucking library 214 00:18:52.880 --> 00:18:57.920 I would have had and so I hope that you do that but what I want you to have is I want you to have 215 00:18:58.080 --> 00:19:02.800 your playlist of your hottest calls if you are a salesperson or have great salespeople 216 00:19:02.800 --> 00:19:07.120 having them record when they're hot when you're like dude I could close anyone right now 217 00:19:07.840 --> 00:19:12.320 that's what you want to record because the way that you pause how you phrase your questions 218 00:19:12.320 --> 00:19:17.520 your tonality everything is what it's like to be on fire and being on fire is simply a different 219 00:19:17.520 --> 00:19:21.680 way of doing things that you were before that's more effective and so what you want to do is then 220 00:19:21.680 --> 00:19:28.720 study why what is it and how I talk and how I phrase these words that increases the close rate 221 00:19:28.720 --> 00:19:35.280 of my calls what is it and then you can get better and better and better at closing because you'll 222 00:19:35.280 --> 00:19:40.960 study the best game footage you repeat the most successful activities that you did advantages of 223 00:19:40.960 --> 00:19:46.960 saying no to everything is actually keeping a DPS because the best person in the world has only 224 00:19:47.040 --> 00:19:52.160 done that thing their entire lives and that's how you get world-class results the biggest returns 225 00:19:52.160 --> 00:19:58.080 come from the end of the cycle because fortunately unfortunately we live in a winner take all society 226 00:19:58.080 --> 00:20:05.120 and so if you look at the top selling book on Amazon it sells more than the bottom 5.9 million 227 00:20:05.120 --> 00:20:12.400 books on Amazon and when you buy stuff on Amazon you probably are like oh there's three products here 228 00:20:12.400 --> 00:20:17.520 one that has 2,000 reviews one that has 200 and one that has 20 you're not like you know what 229 00:20:17.520 --> 00:20:23.200 I'm gonna chance it on the 200 you're like I'm feeling risky today no you just buy the 2000 why 230 00:20:23.200 --> 00:20:27.920 because it's trusted and that's how most people do it and that's why the sales are distributed 95 231 00:20:27.920 --> 00:20:32.640 percent and then for some reason someone doesn't like the color of the main seller and or their 232 00:20:32.640 --> 00:20:36.960 phone didn't load weird and they accidentally clicked the number two best seller right and you got 233 00:20:36.960 --> 00:20:46.240 lucky and so I think some of you guys have some juicy nose sitting on your table at home I think 234 00:20:46.240 --> 00:20:50.480 you have some strategic decisions that aren't really strategic decisions they're things that just 235 00:20:50.480 --> 00:20:54.000 take up all your time when you could just be working on the stuff that you know will grow your 236 00:20:54.000 --> 00:21:02.800 business which is do more do better period and you don't need to try that new thing you probably 237 00:21:02.800 --> 00:21:12.880 don't need to go to that random lunch with so and so to explore synergies I know who you are 238 00:21:13.840 --> 00:21:20.000 and I'll tell you a fun story to drive this home so recently there was a relatively large 239 00:21:20.720 --> 00:21:24.560 influencer who reached out to me and lots of following blah blah blah you know how they were 240 00:21:25.120 --> 00:21:33.600 and they're like hey I would love to connect and I was like this will not change anything about 241 00:21:33.600 --> 00:21:41.840 what my plan is to grow acquisition.com and I fundamentally have always held the belief that if I 242 00:21:41.840 --> 00:21:47.520 continue to grow a that door will either be open or there will be a bigger and better door that 243 00:21:47.520 --> 00:21:53.360 will open in that door's place if it closes because people will always want to make room for winners 244 00:21:54.000 --> 00:22:01.120 and winners have to say no to everyone else. Joe Rogan can call anybody to get them to answer his 245 00:22:01.120 --> 00:22:05.280 call and if he said no to them ten years ago do you think it's more or less likely that they 246 00:22:05.280 --> 00:22:10.480 answer the call when he calls them now more likely but if Joe Rogan had taken every one of those calls 247 00:22:10.480 --> 00:22:16.800 and not built the Joe Rogan experience the way it is now many of those people probably wouldn't 248 00:22:16.800 --> 00:22:20.960 answer their calls and so when people are trying to connect with you because the success you have 249 00:22:20.960 --> 00:22:25.760 realized that it's because of the success you have and they will only want to reach out to you 250 00:22:25.760 --> 00:22:31.680 more when you have even more success and so you actually threaten the main reason they reached out 251 00:22:31.680 --> 00:22:36.720 to you by choosing to take the call and so this particular individual he was like well you know 252 00:22:36.720 --> 00:22:39.680 maybe we can you know I have the deal that you could blah blah I was like all right maybe this could 253 00:22:39.680 --> 00:22:45.040 contribute and says I am free on Monday at this time he was like well I'm not free at that time 254 00:22:45.040 --> 00:22:48.960 and I said okay and he's like I'm not free on Mondays and I was like well I take calls on Mondays 255 00:22:49.920 --> 00:22:54.320 he was like well um well I mean can you change it to any of the other days of the week 256 00:22:55.040 --> 00:23:04.080 and I said no you just kind of like got weird and so then I was like I guess we won't meet 257 00:23:07.040 --> 00:23:13.440 and I can keep living my life because I know what I need to do right now to get us to where we want to go 258 00:23:13.840 --> 00:23:19.920 and there's probably nothing that this person is going to say that is going to in any way increase 259 00:23:19.920 --> 00:23:25.280 the likelihood that that occurs and so thinking about it from like how will this change my activities 260 00:23:25.280 --> 00:23:32.960 you help at least does for me say no to the hundreds and thousands of things that want to take your 261 00:23:32.960 --> 00:23:38.480 attention and you just have to make the decision of whether you care about that thing more than you 262 00:23:38.960 --> 00:23:44.720 care about feeling good in the moment or saving face and I would strongly recommend as fast as 263 00:23:44.720 --> 00:23:50.080 simply possible being okay with people not liking you not understanding you and thinking that you 264 00:23:50.080 --> 00:23:53.360 are different than them because you are you're a winner.