WEBVTT 1 00:00:00.000 --> 00:00:03.280 There are four big levers in your business that could be messed up. 2 00:00:03.280 --> 00:00:07.280 I'll show you how to figure out which one it is and how to fix it so you can scale your business. 3 00:00:07.280 --> 00:00:12.320 Most small businesses or even mid-sized businesses don't grow as fast as they could because they 4 00:00:12.320 --> 00:00:16.160 spend their time doing the wrong things. There's a lot of things that can make the business more money. 5 00:00:16.160 --> 00:00:18.560 The question is which of these things will make it the most money. 6 00:00:19.200 --> 00:00:24.480 And so by doing that, we have to, because we burst back into, we had those four levers that 7 00:00:24.480 --> 00:00:28.640 had earlier. We've got traffic, we've got conversion, we've got price, and then we've got churn. 8 00:00:28.640 --> 00:00:33.600 So there's the big four things. And so if we want to grow the business, those levers have to change 9 00:00:33.600 --> 00:00:40.560 or the business will not grow. And so for many of you, it might just be you need more traffic. 10 00:00:40.560 --> 00:00:46.720 Like the business model is fine, the economics are fine, and you need more traffic. And so basically, 11 00:00:46.720 --> 00:00:52.080 at least my thought process that I have with this is I try and scale as much as I possibly can 12 00:00:52.080 --> 00:00:57.760 until something breaks. And then when it breaks, we fix that thing and then go back to scaling 13 00:00:57.760 --> 00:01:05.120 the shit out of it again. I mean, fundamentally, that's what we do. And I mean, I teach this for 14 00:01:05.120 --> 00:01:09.520 businesses, but I'll walk you through it. What is going to go to these four levers that we talked 15 00:01:09.520 --> 00:01:17.280 about earlier, right, which is going to be your traffic, your two Fs there, whatever conversion, 16 00:01:17.280 --> 00:01:22.320 which is you tweaking your about page, making a VSL that's better adding carousel images, tweaking 17 00:01:22.320 --> 00:01:26.000 the bullets that you have on your landing page. You've got the price, which you can test, 18 00:01:26.720 --> 00:01:30.640 and then you've got churn, right, which is a big list of things that you can do. So these are 19 00:01:30.640 --> 00:01:33.840 the four levers, the things that you're doing have to ladder up to one of these four. If it doesn't 20 00:01:33.840 --> 00:01:37.440 ladder up to one of these four things, why are you doing it? All right, so like if we were to translate 21 00:01:37.440 --> 00:01:42.880 your objective with the free group, you would have to say, okay, I think that the us reactivating 22 00:01:42.880 --> 00:01:46.880 the free group will increase traffic. That's fundamentally what you do. You want this traffic 23 00:01:46.880 --> 00:01:51.520 source to make you more money from your to towards your ticket, high ticket thing. And you say, 24 00:01:51.600 --> 00:01:57.040 okay, how much work will take me to reactivate this group? Okay, is there anything else that could 25 00:01:57.040 --> 00:02:01.680 get me more traffic than reactivating the group of the things that I have available? So right now, 26 00:02:01.680 --> 00:02:06.640 could me just spending more money on ads or making better ads make us more than me spending the 27 00:02:06.640 --> 00:02:11.600 time to reactivate the group? If so, forget reactivating the group, make better ads or spend more 28 00:02:11.600 --> 00:02:15.680 money on ads. Does that make sense? So once you figure out, and when we're picking which of these 29 00:02:15.680 --> 00:02:20.400 three things or four things that you're doing, the thought process is which of these is the biggest 30 00:02:20.400 --> 00:02:25.600 constraint in the business. And so if conversion rate, let's say, for example, on the landing pages 31 00:02:25.600 --> 00:02:30.880 super low, then it might mean like, hey, before getting more traffic, I'm going to, I think I can double 32 00:02:30.880 --> 00:02:34.480 my conversion on this page because I haven't really spent any time on it at all. Okay, well then it 33 00:02:34.480 --> 00:02:38.880 makes sense to spend a day or two, like, can I really clean this up and make it as crisp as you 34 00:02:38.880 --> 00:02:42.960 only possible with the language that I use? Can I grab screenshots that are more meaningful that, 35 00:02:42.960 --> 00:02:46.880 like you probably had more testimonials, things like that, you haven't updated, like, can I put 36 00:02:47.040 --> 00:02:51.280 that on there? Can I make an actual three-minute VSL that is more compelling than the one that I 37 00:02:51.280 --> 00:02:55.440 just tossed up there? Okay, that's probably a day of work. Well, it's probably high leverage because I 38 00:02:55.440 --> 00:03:00.240 can double the growth of the business by just improving this conversion metric. Pricing, like, 39 00:03:00.240 --> 00:03:04.400 well, if everybody just pays you more, we already went through that example over here. This could 40 00:03:04.400 --> 00:03:06.960 obviously make you more money. And then you have your big list of things that you're doing for 41 00:03:06.960 --> 00:03:11.600 churn. And so cool, which of these is the biggest thing that's going to train in the business? 42 00:03:11.600 --> 00:03:15.440 You pick the one that you're working on. And then for me, I tend to think through this. 43 00:03:17.600 --> 00:03:29.200 More, better, new. And I tend to do it in this order, most of the time. So, like, I will just ask 44 00:03:29.200 --> 00:03:32.720 what a report for this is, like, why can't we not just do more of what we're currently doing? 45 00:03:32.720 --> 00:03:36.400 Like, whatever we're doing, why can't we just do more? So you'd have to make an argument to me that 46 00:03:36.400 --> 00:03:39.920 we should react to be this year rather than just spending more money on ads. And you have to make 47 00:03:39.920 --> 00:03:43.200 an argument that it's easier and it will make us more money than spending more money on ads. 48 00:03:44.000 --> 00:03:47.200 And if you can't have the argument, I'd be like, well, then forget about it. If we can't do 49 00:03:47.200 --> 00:03:50.800 any more for whatever reason, we have some limitation, like, we can't post more than twice a day on 50 00:03:50.800 --> 00:03:54.960 Instagram. Like, we just can't or we can. And just like, if we've seen that when we post three times, 51 00:03:54.960 --> 00:03:58.320 it doesn't, doesn't need all the same performance. So two is kind of the sweet spot. Fine. 52 00:03:58.320 --> 00:04:02.720 All right. Then what can we do to make it better? Right? Okay. Because if we can make those two 53 00:04:02.720 --> 00:04:06.480 posts just higher quality overall, can we like really think through the hooks? Can we make sure that 54 00:04:07.120 --> 00:04:11.200 they're tight that they appeal ideally to the audience that we're looking for? If we do better, 55 00:04:11.200 --> 00:04:15.600 then the quality of the traffic will go up. The more views will go up, that makes sense. Now, 56 00:04:15.600 --> 00:04:19.120 if we can't do any more any better, then we need to try something new. And you notice that most 57 00:04:19.120 --> 00:04:22.640 of times you can do more of what you're doing. You can do what you're doing better, which is why I 58 00:04:22.640 --> 00:04:26.960 so rarely do new things. Once you have something that works, that's the hard part. Once it works, 59 00:04:26.960 --> 00:04:29.840 it's like, how do we scale the living crap out of it? And the reason that most entrepreneurs in 60 00:04:29.840 --> 00:04:33.120 my opinion, especially small ones get stuck is that they find something that works and then they stop 61 00:04:33.120 --> 00:04:38.800 doing it. And then they get distracted by six other new things and they get completely spread 62 00:04:38.880 --> 00:04:43.600 then. And it's been like what's ironic is that the small business owner is the one who has the 63 00:04:43.600 --> 00:04:49.600 least amount of leverage. And you have basically your contribution and your time contribution to the 64 00:04:49.600 --> 00:04:54.800 income of the business is more direct than anybody else's, especially at this level. And so like you 65 00:04:54.800 --> 00:04:57.440 like saying, okay, I'm going to take a third of my time, that might just be like decreasing your 66 00:04:57.440 --> 00:05:01.520 business by a third. It's you have to have a very strong argument for why that's going to make 67 00:05:01.520 --> 00:05:06.000 sense. And then for who, once you have a team, then that becomes the next thing. It's like, okay, 68 00:05:06.000 --> 00:05:09.120 we know we aren't increased traffic. The way that we're going to do that is like, we can't do more 69 00:05:09.120 --> 00:05:12.240 post on Instagram, so we're going to make them better. And this is the process that we're going to 70 00:05:12.240 --> 00:05:16.560 focus on getting better, which means that once a week, I'm going to take three hours and I'm going 71 00:05:16.560 --> 00:05:19.840 to script out. I'm going to look at other people's, you know, content that have really good hooks. 72 00:05:19.840 --> 00:05:23.920 I'm going to write down all the hooks. And then I'm going to make content that I think is going to 73 00:05:23.920 --> 00:05:29.120 appeal to my demographic in a better way. Cool. Now, who's going to be, you know, if it's you, 74 00:05:29.120 --> 00:05:33.520 then you're the who in a lot of these. If the business gets bigger, then it's like, okay, Jeremy, 75 00:05:33.520 --> 00:05:36.960 you're running this and then we just measure to make sure that Jeremy does the job. 76 00:05:37.920 --> 00:05:40.960 That makes sense in terms of thinking through this. And so we just want to make sure that what 77 00:05:40.960 --> 00:05:47.200 you are doing is going to map to what's going to drive growth within the business. And I swear to 78 00:05:47.200 --> 00:05:53.840 God so many times people are just doing shit that does not map to this. Okay, reds over. 79 00:05:55.600 --> 00:05:59.520 One quick question on that. The first four, is there like a certain priority that you would 80 00:05:59.520 --> 00:06:04.480 recommend for like, I'm a solo operator, I'm doing like 50 a month, P to C offer. Is there like one 81 00:06:04.480 --> 00:06:10.480 of those big four that you would recommend prioritizing first? Start here. Because this is how you 82 00:06:10.480 --> 00:06:15.200 have lifeblood in the business. So you have to promote, you have to acquire customers. Once this 83 00:06:15.200 --> 00:06:20.160 is relatively consistent, even at a low level, I then, this is me, how I think through this. Now, 84 00:06:20.160 --> 00:06:24.000 not when I was younger, normally I would just be like, just do as much of this as you can, forget 85 00:06:24.080 --> 00:06:30.960 everything else. Now, it's do enough of this so that we can keep working on, how do we, 86 00:06:30.960 --> 00:06:34.800 how do we find the things that people actually want versus what we think they want? And then there's 87 00:06:34.800 --> 00:06:38.320 the things that we can remove. Like, how can we delete things? How can we make this simpler? How can 88 00:06:38.320 --> 00:06:43.440 we make it more elegant? How can we shorten the models that we have? I mean, we're hiding classroom 89 00:06:43.440 --> 00:06:47.040 for new people. Like, think about this. Like, we've removed three calls a week. Like, we're trying 90 00:06:47.040 --> 00:06:50.400 to take things away. Not because we don't want to add, it's easy for us to add the value. It's, 91 00:06:50.480 --> 00:06:54.080 but we want, we want them to consume it. And so consumption should be the highest 92 00:06:54.080 --> 00:06:57.920 priority for everybody here in terms of making, like, how do they get value? They have to consume 93 00:06:57.920 --> 00:07:03.920 value, right? It's a consumption should be the highest priority. And so we start here until you have 94 00:07:03.920 --> 00:07:09.360 enough flow going through the system that we can see what they really want. And a lot of times, 95 00:07:09.360 --> 00:07:14.000 these simple things like the last master, I think we went through a ton of depth of all the things 96 00:07:14.000 --> 00:07:17.760 that you can do to reduce churn, right? It's like, so you experiment with that. And this might be 97 00:07:17.760 --> 00:07:22.160 months while you're doing this. I mean, for context, school didn't hit like a, like, let's go 98 00:07:22.160 --> 00:07:27.280 hyper scale until like recently. And this was years, right? Of getting the product right. Like, 99 00:07:27.280 --> 00:07:31.600 obviously, like, there's people coming in every day. And there was enough promotion that we 100 00:07:31.600 --> 00:07:36.000 basically we could test and keep learning. But it wasn't like, we don't want the world to find out 101 00:07:36.000 --> 00:07:40.400 about it yet because we want to get all these pieces right. Once these pieces are ready enough, 102 00:07:40.400 --> 00:07:45.760 then you go back here and you scale living hell out of it. Boom. Yeah. It's great. 103 00:07:47.840 --> 00:07:52.560 So right now, the question for you is, if you have really low churn, I don't know if you do, 104 00:07:52.560 --> 00:07:58.400 but from what you were saying, it sounds like you have low churn, then, then yeah, do more traffic. 105 00:07:58.400 --> 00:08:03.200 Do more. Do better. Oh, what you're currently doing. So you're running ads? Yeah. Do you spend more? 106 00:08:03.200 --> 00:08:08.480 It's been more and making better. Top 20% of my best customer targeted towards them. 107 00:08:08.480 --> 00:08:10.880 Now that I have that insight and then just keep making that better. And then just more. 108 00:08:11.840 --> 00:08:15.200 More better. And then just spend 400 grand a month on ads. Yeah. Sure. 109 00:08:17.440 --> 00:08:21.360 I mean, it's like an inside joke in my business. Like, he's just going to say more better. 110 00:08:21.360 --> 00:08:23.920 So yeah, that's what we're going to do this quarter. Just like we did last quarter. Just like we did 111 00:08:23.920 --> 00:08:26.240 the quarter before. We're going to do more. We're going to do better. And if we do both this, 112 00:08:26.240 --> 00:08:29.920 things will probably make more money. And then if there's something that prevents us from doing 113 00:08:29.920 --> 00:08:33.440 more better, then we fix that and then we go back to more better. Does anyone have questions about 114 00:08:33.680 --> 00:08:39.200 what they need to do for this? Like, you need, you're like, okay, am I should I be spending more 115 00:08:39.200 --> 00:08:42.800 money? Well, if your, if your LTV is good in terms of, and your, and your, and your 116 00:08:42.800 --> 00:08:48.000 pack is low, then yeah, I just keep spending. I guess for like low ticket communities, 117 00:08:48.000 --> 00:08:51.040 you know, recently we had a video where you look when like seven things like 118 00:08:51.040 --> 00:08:55.040 go handwritten letters on boarding, ex again, the views. Yeah. For communities on school, 119 00:08:55.040 --> 00:08:59.520 like, which one of these would you go after at the first? Kirby, I feel like you have 120 00:08:59.600 --> 00:09:04.000 even more insights. Well, with you, the price sounds like the thing that's moving at 121 00:09:04.000 --> 00:09:09.200 them. So go the price. Okay. Because you've already experienced what that's doing. All right, 122 00:09:09.200 --> 00:09:13.040 you know the average is around 20. You probably want to be on the good side of that. 123 00:09:13.760 --> 00:09:19.360 So figure out why you're not. Like, now I would talk to your customers first. Like, why did you 124 00:09:19.360 --> 00:09:22.800 cancel? You want to talk to the people that can, so do you want to talk to the people that stayed 125 00:09:23.520 --> 00:09:29.200 and you want to figure out what differences they have. And then if you find the people that stayed 126 00:09:29.200 --> 00:09:33.680 did these things, emphasize those things. If you find the people that left to do other things, 127 00:09:33.680 --> 00:09:42.480 remove those. And so it might not be price. I'm just, yeah. But you told us. So maybe it's price. 128 00:09:42.480 --> 00:09:51.440 So like balance that. And then, you know, with your traffic, you're, you can drive more of that. 129 00:09:51.440 --> 00:09:56.000 And then you can play with about page conversion. You can play with that. And then when you're 130 00:09:56.000 --> 00:10:01.200 bored of those, go back to retention. Yeah. And I know I can drive like easily way more traffic. 131 00:10:01.200 --> 00:10:05.360 It's just that I have a leaky bucket. Yeah. So I want to fix it. So I'm like wondering if I should 132 00:10:05.360 --> 00:10:10.000 add the onboarding or, you know, a good onboarding. I think for sure is a good idea. And how would 133 00:10:10.000 --> 00:10:15.600 you execute that for low ticket? You do a group onboarding and everybody who signs up gets one group 134 00:10:15.600 --> 00:10:21.280 onboarding. Then you attend. You do it once a week. I think people throw a lot of shit in their 135 00:10:21.280 --> 00:10:25.680 community. And then they just keep adding. And then they think they need to keep adding to make 136 00:10:25.680 --> 00:10:31.600 it better. But it's not true. Like, overwhelm is the main cause of churn. Think about their experience. 137 00:10:31.600 --> 00:10:35.920 So how many things in the classroom would you say is like the sweet spot? Because like right now, 138 00:10:35.920 --> 00:10:42.400 I've like eight maybe. Honestly, the hardest part I found when improving anything is to figure out 139 00:10:42.400 --> 00:10:47.520 what's actually wrong with it. That while I've been working on the school games funnel recently, 140 00:10:47.520 --> 00:10:55.840 by the way, almost would be happy about this. I figured out like what the problem, to try to figure 141 00:10:55.840 --> 00:11:02.320 out what the problem was was actually quite difficult. But in that was my, it was this guy I knew 142 00:11:02.320 --> 00:11:08.960 from New Zealand who's a complete stoner that had text me when Hormosi, when Hormosi launched the 143 00:11:08.960 --> 00:11:14.800 games, he couldn't understand what it was. And I was not going to try to explain it to him. But when 144 00:11:14.800 --> 00:11:21.680 we came back to making this improving, I was like, it turned out that he was the best signal for it, 145 00:11:21.680 --> 00:11:27.680 actually. What the fuck is the school games? I wrote it down. That was the problem. If you didn't 146 00:11:27.680 --> 00:11:31.600 know what school was, you have, and you see an ad from Hormosi and he's talking about the school 147 00:11:31.600 --> 00:11:37.760 games and some leaderboards and coming of these people don't know what the fuck that is. So I wrote 148 00:11:37.760 --> 00:11:43.360 down what the fuck is the school games. And I was like, that is the problem. So, but that took me a 149 00:11:43.360 --> 00:11:50.240 lot of research to like find, right? I was talking to a lot of people. I was doing this with Kirby. 150 00:11:50.240 --> 00:11:55.280 It's quite an interesting process, right? And then we will like, okay, well, how do we describe 151 00:11:55.280 --> 00:12:03.760 this damn thing in a way that is makes sense to like a stoner dude? Because it helps to use extreme 152 00:12:03.760 --> 00:12:08.960 cases, like Steve Jobs tested products on children, because like if they could understand it, 153 00:12:08.960 --> 00:12:16.960 anyone could understand it, right? So like defining the problem and then coming up with different 154 00:12:16.960 --> 00:12:21.040 ways you could solve it, I've been doing this with Goose and Kirby in the office all week. 155 00:12:21.040 --> 00:12:25.200 We probably designed, we came up with many different ways to describe what it is, 156 00:12:25.200 --> 00:12:31.440 many different landing pages, many different bullets. And we just kept talking to users, 157 00:12:31.440 --> 00:12:37.520 getting feedback and kept iterating it. We've probably made 30 versions. Some of them were so 158 00:12:37.520 --> 00:12:46.480 wrong, it was, I wondered what kind of tangent. You'll never see it. But you know, we actually, 159 00:12:46.480 --> 00:12:53.040 at the end of about one week, we landed on something. And now everyone we show it to instantly gets it. 160 00:12:53.040 --> 00:12:59.120 It's like, we don't actually have to fully launch to find out. When you learn how you can use 161 00:12:59.120 --> 00:13:03.360 everyone to get like feedback and talk to people and show it to people and get their reactions, 162 00:13:03.360 --> 00:13:08.960 you can do a lot of faster duration cycles without the harshness of like reality. 163 00:13:09.760 --> 00:13:13.040 Then when you launch it into reality, you have a way better chance, right? 164 00:13:15.520 --> 00:13:20.880 So that's how you improve anything. Like that's not the games, but that's what we were doing 165 00:13:20.880 --> 00:13:27.600 to the games recently. When Kirby was doing interviews with all of the winners, that was overwhelming, 166 00:13:27.600 --> 00:13:33.440 not many people were showing up. So we cut that. We just did one almost equal an A a week, right? 167 00:13:34.080 --> 00:13:39.840 Attendance is up, viewing is up. People are now saying that it's way more valuable. 168 00:13:41.600 --> 00:13:48.800 And you know, so it's, we were unlocking the one day recordings after you got three customers. 169 00:13:49.680 --> 00:13:52.800 We were like, why are we making it hard to get the most valuable thing? 170 00:13:52.800 --> 00:14:00.160 Now you just need three members. They can be free, right? So like, what do people value? 171 00:14:00.160 --> 00:14:04.480 How do we make more people experience that? What do people not value? Take it out. 172 00:14:04.480 --> 00:14:09.440 What do people not understand? Reward it. Do you see? It's all the same. 173 00:14:09.440 --> 00:14:14.640 But I will, I will emphasize what Sam saying is that there's a pit so much more work than you 174 00:14:14.640 --> 00:14:18.720 expect it to be. And everyone wants like the one silver boat that you're going to magically fall 175 00:14:18.880 --> 00:14:23.600 on it, but if it were obvious, you would have already done it. And so it's like, it's disguised. 176 00:14:23.600 --> 00:14:28.400 And that's what, I mean, this is literally what makes business hard. And so I'll have a business 177 00:14:28.400 --> 00:14:31.920 owner on a Q&A call say like, what should my price be? And I'm like, I don't know. I'll walk you 178 00:14:31.920 --> 00:14:35.360 through the process of how I'd figured out, but I don't know your avatar. I don't know your traffic 179 00:14:35.360 --> 00:14:40.080 scores. I don't know the value probably your community. And even if I did, I would say, I'll start 180 00:14:40.080 --> 00:14:44.800 here. And I'm going to do the math and I'll move it and I'll do the math. I mean, with a portfolio 181 00:14:44.960 --> 00:14:49.920 thing, same thing. I was like, we tested 50, 35, 25, 15. We just tested it. I was like, I don't 182 00:14:49.920 --> 00:14:55.600 know, we'll find out. And then they were all the same. And then I was like, okay, well, which 183 00:14:55.600 --> 00:14:59.440 business would I prefer? And then we go into that, right? And so just in terms of thinking through 184 00:14:59.440 --> 00:15:04.160 things like the amount of effort that goes into it that most, I would say that like as I've gone, 185 00:15:04.160 --> 00:15:08.400 as I've gone, moved up in business, the my understanding of the level of effort that's required 186 00:15:08.400 --> 00:15:14.320 to solve complex problems has gone up 100x. It's just it's significantly harder to solve more 187 00:15:14.320 --> 00:15:19.280 complex problems. And that's also why the biggest paydays are on the other side of those problems. 188 00:15:20.000 --> 00:15:24.400 Because if they're really easy to solve, everyone already solved it. So it's like four hours 189 00:15:24.400 --> 00:15:26.640 on a cup of coffee and a bunch of data and you're like, let's try this. 190 00:15:28.800 --> 00:15:33.840 There's a quote I learned from the software engineers at school. They say, you have to make 191 00:15:33.840 --> 00:15:38.800 every detailed perfect. But the only way you can do that is to limit the amount of details that you 192 00:15:38.800 --> 00:15:44.000 have. So inside of the school games, we have eight videos. All of them together are less than 193 00:15:44.000 --> 00:15:51.280 45 minutes, one course. We do one call per week. And that's it. And once a month, you get a 194 00:15:51.280 --> 00:15:57.680 download from here, the mastermind. That's it. Very easy to explain to someone. One call, 195 00:15:58.480 --> 00:16:04.640 one course, one mastermind a month. And there's 13,000 people in that each paying 99 a month. 196 00:16:05.600 --> 00:16:07.360 And they get the school software. 197 00:16:09.600 --> 00:16:16.560 I have a question. So there's a fine balance between, because if you're a leader of our big community, 198 00:16:16.560 --> 00:16:23.440 right, if you're showing up too much, you kind of almost lose your power, right? And if you do Q&A's 199 00:16:23.440 --> 00:16:29.920 every single day, nobody wants, it's not special. So how would you balance Q&A calls making 200 00:16:29.920 --> 00:16:35.760 polls inside of the community and just showing it up and like giving people attention like that? 201 00:16:36.880 --> 00:16:41.200 Sure. There's a data answer for this rather than me just guessing. We probably find it out of 202 00:16:41.200 --> 00:16:45.760 like what the best, you know, cadence is, I'll tell you, I personally, I think post twice a month 203 00:16:45.760 --> 00:16:51.040 in school. That's not planned. I just, I just kind of poke around and I see what people are 204 00:16:51.040 --> 00:16:55.200 talking with. I made that niche post because I was really tired of people be like, what's mine? 205 00:16:55.280 --> 00:16:59.920 That's going to be about. And I was like, here's how you find your niche. And so it's just like, 206 00:16:59.920 --> 00:17:03.440 I just listened to what was the, like, there's, you probably noticed this in your community. It's 207 00:17:03.440 --> 00:17:08.000 probably like a, like a problem to sure. It's like, people just kind of glob on do a single problem 208 00:17:08.000 --> 00:17:12.080 all of a sudden. And like, I felt like I was seeing more and more of that. So I was like, all right, 209 00:17:12.080 --> 00:17:15.520 I'm going to try and answer this. And so then you make that. And then it's like, hopefully, 210 00:17:15.520 --> 00:17:19.920 and if it does, if you put the thing in and then that problem still exists, then you didn't do it, 211 00:17:19.920 --> 00:17:22.240 right? So it's like, you have to do it again. You have to make it simple. You have to make it 212 00:17:22.240 --> 00:17:26.000 easier, whatever it is. And keep doing it until that one goes away. And then like the next problem 213 00:17:26.000 --> 00:17:30.480 will occur. And the good news is that your customers will always have problems. Yeah. And so you 214 00:17:30.480 --> 00:17:37.440 just solve. I can tell you a good thing that works for me. And so I spend a lot of my time 215 00:17:38.800 --> 00:17:43.200 reading what people are saying. I'm trying to understand what things people are struggling with. 216 00:17:44.240 --> 00:17:48.880 So I'm not in there just posting a lot. I mean, they're listening the most more than anything else. 217 00:17:49.840 --> 00:17:55.920 Most would be like 90, it would be like a lot of time has been listening, trying to figure out 218 00:17:55.920 --> 00:18:00.640 what is going on. What should I improve? What problems is the community facing, right? 219 00:18:01.920 --> 00:18:07.600 Then when I'm pretty sure I've got those problems, I'll even talk to some power users. And I'll 220 00:18:07.600 --> 00:18:12.640 validate, do you think these are actually problems, right? And then I'll make sure I'm clear on 221 00:18:12.720 --> 00:18:18.560 the problems first. Okay. Now if I spend, now I'll prioritize them. What's the most, what is the 222 00:18:18.560 --> 00:18:23.360 most pressing problem? Okay. Number one, now I'll just focus on that. At least I know if I just 223 00:18:23.360 --> 00:18:30.160 fix that, I'll add some value, right? Yeah. So now I'll try to fix that. And I will try to fix 224 00:18:30.160 --> 00:18:35.280 that by research, experimentation, et cetera. And then I'll come back to my community and say, 225 00:18:35.280 --> 00:18:43.360 hey, I saw earlier you guys were facing this. It sucks. I fixed it. Here you go. 226 00:18:45.440 --> 00:18:52.000 And that's how I like that. So you add value. I have this little template on my wall for emails, 227 00:18:52.000 --> 00:19:00.800 which is, hey, I made this thing for you. Here's what it does. Enjoy like CTA. Like that's like, 228 00:19:00.800 --> 00:19:04.640 that's my email to play. It just makes it really simple. Like, hey, you guys were talking with this 229 00:19:04.640 --> 00:19:09.200 thing. I made this for you. Here's why it's important. Goodbye. The hard part is finding the 230 00:19:09.200 --> 00:19:15.200 thing. Yeah. Like I said, how do we make the school games funnel better? Well, what's the problem 231 00:19:15.200 --> 00:19:20.720 with it? That's the real question. And it was some stone of dude who had the answer. 232 00:19:22.720 --> 00:19:27.840 Yeah. So you wouldn't have a schedule of like posting daily or a second, like every second day 233 00:19:27.840 --> 00:19:34.560 or definitely not. Yeah. That's like a Henry Ford production line for community. Like we're not 234 00:19:34.560 --> 00:19:41.840 trying to pump out posts fast. That's not what makes it. That's not, that's not a good community. 235 00:19:41.840 --> 00:19:49.440 A good community is something that understands your pain and experience and delivers solutions 236 00:19:49.440 --> 00:19:57.920 and is fun. Yeah. You all right? Yeah. And isn't overwhelming. And doesn't make me read five 237 00:19:57.920 --> 00:20:04.560 articles a day. I like value posts. Yeah. Because I don't want to read a bloody article. That's a 238 00:20:04.560 --> 00:20:13.280 pain in the ass. Like I want a solution or I want to laugh. What have them? Yeah. I'm doing 239 00:20:13.280 --> 00:20:21.040 17 lives a week in my paid at the moment. But my feeling is telling me to put it in the 240 00:20:21.040 --> 00:20:23.760 free community. But I mean, that might be stupid because I'm telling this story. You guys are 241 00:20:23.760 --> 00:20:28.640 saying you're saying no, we're just doing one now. And it's like some of it. The fuck. Yeah. 242 00:20:28.640 --> 00:20:34.160 I think if you want to use all that, like all that. So last last games, a ton of people, 243 00:20:34.160 --> 00:20:38.800 I think it was last games. It was like the lives games. It was like everybody was doing like 244 00:20:38.880 --> 00:20:44.400 Instagram lives might have been like maybe two ago. And the thing is is like we have to separate 245 00:20:44.400 --> 00:20:49.280 promotion from delivery. So from a promotion perspective, you're doing lots and lots of lives, 246 00:20:49.280 --> 00:20:53.280 you're making lots of posts, you're making all this stuff. I know I understand. I got you. 247 00:20:53.280 --> 00:20:58.880 And so my point is is like, I would take all that energy and put it into promotion. So you get 248 00:20:58.880 --> 00:21:04.800 way more people into your community. And then the thing is that if you do 17 lives a week 249 00:21:04.800 --> 00:21:09.760 externally, it's okay that people don't consume all of them because if they consume one of them, 250 00:21:09.760 --> 00:21:14.720 then they might buy. Whereas if you're inside of the community and you're doing 17, they might be 251 00:21:14.720 --> 00:21:19.680 like, Oh, I'm missing out on 16 out of the 17. I'm not you. I'm not getting the value. If it's 252 00:21:19.680 --> 00:21:25.280 free, your cost is time. And so as long as you deliver a return on the time that they spend 253 00:21:25.280 --> 00:21:29.840 consuming your content, then they got they have a positive exchange with you. And so you can 254 00:21:29.840 --> 00:21:33.520 basically it's like you can never promote too much. You can't put too much inside of the community. 255 00:21:33.520 --> 00:21:37.200 And so I would take some of that juju and put it externally to drive more through the box. 256 00:21:37.760 --> 00:21:43.680 I think Humz actually did like the opposite. Like when he increased the daily coffee to like 257 00:21:43.680 --> 00:21:47.760 new levy day, his turn like reduced massively. So I have no idea. 258 00:21:48.800 --> 00:21:56.080 Oh, he's missing me like every day and trying to figure out like all kinds of things around 259 00:21:56.080 --> 00:22:01.920 churn at the moment. My answer to him, he kept coming up with ideas. My answer to him was 260 00:22:01.920 --> 00:22:06.320 talk to your customers. I've recently was pretty public about this is that like I widen my 261 00:22:06.320 --> 00:22:10.960 content for I think either three or six months. I like started sprinkling in some other other 262 00:22:10.960 --> 00:22:15.680 pieces. I talked about how I eat like Layla, you know, how Layla and I run, you know, 263 00:22:15.680 --> 00:22:21.200 being married and things like that. And the problem is that you do get positive reinforcement 264 00:22:21.200 --> 00:22:24.240 from it. And so it's like he made some stuff on relationships and then people were like, oh, 265 00:22:24.240 --> 00:22:28.320 this is awesome. But the thing is is like the wrong people were saying it was awesome. And so 266 00:22:28.320 --> 00:22:32.400 what's happening is my audience was growing, but it was growing with the wrong people. And so I 267 00:22:32.400 --> 00:22:37.760 had, I mean, I had this moment where like sometimes you have these like at a friend of mine come 268 00:22:37.760 --> 00:22:43.360 into a friend of Quain and so I'd say flew in and was like, um, he probably does 10 million bucks a 269 00:22:43.360 --> 00:22:48.480 year. And he was like, yeah, you know, um, yeah, I don't, I don't listen to too much of your stuff 270 00:22:48.480 --> 00:22:52.800 anymore. And he's like, yeah, I was hardcore for like six years. And then I, I just kind of, um, 271 00:22:52.800 --> 00:22:55.920 I guess it didn't really apply to me anymore. He's like, I guess I'm not really like your avatar. And 272 00:22:55.920 --> 00:23:02.720 I was like, you were 100 miles fucking avatar. Like you are exactly who I'm going after. And then 273 00:23:02.720 --> 00:23:09.280 I was like, Oh, I'm a moron. And I just basically, it's like you, you get, you get, it's a balance yet. 274 00:23:09.280 --> 00:23:11.520 Like you want to listen to customers, but you also want to make sure you're listening to the right 275 00:23:11.520 --> 00:23:17.440 customers. And so, um, I reoriented all my, my content, which may be some of you guys have seen. Um, 276 00:23:17.440 --> 00:23:20.960 and it's been a hundred percent back to business. It's been the theme that we have internally. My 277 00:23:21.040 --> 00:23:25.360 guys now, um, is that if it's not business, we don't make it just very straightforward. Like it can 278 00:23:25.360 --> 00:23:29.360 be business adjacent. So like if I talk about, you know, prioritizing the like tasks in my day, 279 00:23:29.360 --> 00:23:32.480 that can have some element of productivity into it. But it's like all my examples are going to be 280 00:23:32.480 --> 00:23:39.600 business related. And so by doing that, when I looked objectively across metrics for site 281 00:23:39.600 --> 00:23:44.960 conversion, opt-in, book sales, applications, the portfolio, all of those metrics went up even 282 00:23:45.120 --> 00:23:50.560 though the average view per video went down. And so it's like, I'm not in this to get famous. 283 00:23:50.560 --> 00:23:55.360 I'm in this to make money. That's a cool question. Um, I wonder if anybody has, I mean, this might 284 00:23:55.360 --> 00:23:59.360 be for everybody, but like has anybody done anything to when they do have a chance to customer 285 00:24:00.000 --> 00:24:06.640 to get them back into being a customer or a gift or just send a funny gift in a dm. 286 00:24:07.520 --> 00:24:13.040 Ask Credit Penner. You have you seen him? Ask him for his message. He's apparently got some 287 00:24:13.040 --> 00:24:17.920 message. He deems people with the funny gift and it gets people to react to it. He says it's 288 00:24:17.920 --> 00:24:21.760 like something like weaving so soon. It's kind of like the vibe is kind of yeah, but you want to 289 00:24:21.760 --> 00:24:26.640 get the funny gift. Of course. Okay. Yeah. And it's just within school. Yeah. Okay. So no email, 290 00:24:26.640 --> 00:24:31.280 that's a mess or anything like our sales team has that for ghosted leads. They have a Kevin 291 00:24:31.280 --> 00:24:36.560 heart. I mean, it's like, I think that might be it. Yeah. That's what he's doing. Yeah. 292 00:24:36.560 --> 00:24:42.400 Yeah. And uh, yeah, it like it gets higher response rates than any, any message. This is kind of 293 00:24:42.400 --> 00:24:47.120 for both of you, probably you say I'm as well, definitely some. Um, but I guess like when you're 294 00:24:47.120 --> 00:24:52.800 building, you know, a startup, um, obviously, you know, you might have, sometimes I might have a 295 00:24:52.800 --> 00:24:58.400 little bit lack of capital, a little lack of resources. I guess how do you get aid players to work 296 00:24:59.040 --> 00:25:03.920 for you and with you and how do you like structure, constructures and all that? So like, 297 00:25:03.920 --> 00:25:08.000 the vision for the business has to be big enough that smart people can fit their dreams inside of it. 298 00:25:08.640 --> 00:25:14.160 And so if you want brains, then you need people who like they need to be able to believe that 299 00:25:14.160 --> 00:25:17.920 their dreams can come true within your vision. If it's again, if it's like, yeah, we've just got 300 00:25:17.920 --> 00:25:22.160 a couple of groups that we're running and we're making money, then it's like, that doesn't like 301 00:25:22.160 --> 00:25:26.480 really get me motivated if I'm intelligent. I'm like, is like the best people have, there's no 302 00:25:26.480 --> 00:25:30.960 lack of opportunity for best people. They have tons like you have to think about this is it's a totally 303 00:25:30.960 --> 00:25:34.480 different game. Like you're, if you're accustomed to taking people who are like, I really want a 304 00:25:34.480 --> 00:25:39.520 job, all of those people are irrelevant. You have to be people who are like, in some ways, 305 00:25:39.520 --> 00:25:43.920 you're competing for them. So the more you're competing for a prospect, like selling them. 306 00:25:43.920 --> 00:25:48.560 And so if you feel like like I'll tell you the funny one is like, if you're interviewing people 307 00:25:48.560 --> 00:25:52.800 where you're like, sell me on why I should take you. If you say that to somebody who's actually 308 00:25:52.880 --> 00:26:00.720 really talented, they'll be like, I'm good. They just like, they just don't just like, you have to 309 00:26:00.720 --> 00:26:06.640 respond to this offer within 12 hours is like, okay. I think you get the nail right there for me. 310 00:26:06.640 --> 00:26:10.000 Like their vision has to be par vision needs to be big enough rather dreams to fit into it. You 311 00:26:10.000 --> 00:26:14.400 have to be able to say like what we want to do is we want to make music money into the standard 312 00:26:14.400 --> 00:26:18.880 for this. And then they have to believe with a decent amount of certainty that it's possible. 313 00:26:18.880 --> 00:26:24.080 And so like how you guys present, like you are absolutely selling them. And so like I think 314 00:26:24.080 --> 00:26:29.680 drew this out on a past one, but everybody here understands, you know, lead generation, 315 00:26:29.680 --> 00:26:35.680 lead nurture sales, onboarding, and then, you know, retention ascension, right? That's the, 316 00:26:35.680 --> 00:26:40.400 how you do with customers, right? This is the exact same process for an employer. You generate 317 00:26:40.400 --> 00:26:45.680 applications, you nurture applications, the sale is the interview, you onboard the employee, 318 00:26:45.680 --> 00:26:50.080 and then either retain them or ascend them. It's the same thing. And so you basically have to 319 00:26:50.080 --> 00:26:53.360 understand the act was like, this is when we get into scaling, because everyone's like two, 320 00:26:53.360 --> 00:26:57.920 three people are like, what's scaling is it's just where the inflow of talent of the business matches 321 00:26:57.920 --> 00:27:03.120 the inflow of customers into the business. And you have to have an exceptional conversion process 322 00:27:03.120 --> 00:27:09.040 for attracting talent. This is where brand counts double accounts once on the front end for customers 323 00:27:09.040 --> 00:27:13.840 and again on the back end for talent. And it becomes either a virtuous cycle or a vicious cycle. 324 00:27:13.840 --> 00:27:18.000 Either destroys your business, you have a bad brand, because what do you think, like what, 325 00:27:18.880 --> 00:27:24.480 like great talent will look at your reviews and be like, oh, is it? Yeah, never ride. 326 00:27:24.480 --> 00:27:28.880 And what are we going to do with bikes? So I guess in the last question, I guess we'll be the 327 00:27:28.880 --> 00:27:34.320 best way to like acquire talent as a just building a personal brand like in our field of work, 328 00:27:34.320 --> 00:27:38.160 because I don't think it's necessarily like, I can't, I don't feel like I can find the right people 329 00:27:38.160 --> 00:27:41.680 on LinkedIn or something like that, you know, for what we're trying to do. It needs to be people 330 00:27:41.680 --> 00:27:46.480 who are kind of like already kind of entrepreneurs or people who are in more of like the cells or 331 00:27:46.480 --> 00:27:50.400 manager, manager field. It really depends on what role you're looking for, but I can promise you 332 00:27:50.400 --> 00:27:58.400 that various smart people are all LinkedIn. Do you know how I, I look, I got invited to speak 333 00:27:58.400 --> 00:28:02.720 at something and I looked at who else was speaking there and I saw Homozi was speaking there. And I was 334 00:28:02.960 --> 00:28:09.520 all right, that's my opportunity. Is the first time we met in person? Yeah, honestly so cool. How long 335 00:28:09.520 --> 00:28:17.360 was that? One year before I spoke about doing a deal, but you have to like be strategic sometimes. 336 00:28:19.040 --> 00:28:25.760 Yeah. And then so you have to kind of do this old school networking thing, which I fucking hate 337 00:28:25.760 --> 00:28:31.840 because that's like the only time I've ever done that. The whole thing deals like the one 338 00:28:31.840 --> 00:28:39.520 deal didn't ever do that again. But yeah, you kind of have to do that. I had to start going to 339 00:28:39.520 --> 00:28:45.520 like these software things. I had to start to meet some software engineers. I had to learn about 340 00:28:45.520 --> 00:28:51.440 their world. I had to ask people about why does what do you hate as a software engineer? What do 341 00:28:51.440 --> 00:28:56.400 you like? What makes a good company? What makes a bad company? You have to like learn everything 342 00:28:56.400 --> 00:29:03.120 about it and network and do that. It really sucks honestly. But if you're serious about it, 343 00:29:03.120 --> 00:29:07.760 I knew there was no way I could build school without this person. So I delayed starting it by 344 00:29:08.720 --> 00:29:15.040 a year just to find the person. Yeah. So I'm not even going to start until I find them. 345 00:29:15.840 --> 00:29:20.000 Like that's how essential I knew they were. That's why it's all everyone to not do software. 346 00:29:21.200 --> 00:29:25.280 It's just because the scale of how difficult it is to actually do a right is so hard that like 347 00:29:27.120 --> 00:29:30.880 no, basically no one does it right. Even when you know, even if you know what you're doing, 348 00:29:30.880 --> 00:29:35.040 most people can't do it. And most people who are in the info world are like, oh, 349 00:29:35.040 --> 00:29:38.960 my info thing is insolable. So I'm going to build software and they just think that like white 350 00:29:38.960 --> 00:29:46.480 labeling go high level means they have a software company. But I mean, right. Or they create some 351 00:29:46.480 --> 00:29:51.360 widget that someone else can duplicate in five seconds that they did off with an offshore developer 352 00:29:51.360 --> 00:29:54.960 that like if it actually did work, then that developer would hold you around some and then why? 353 00:29:54.960 --> 00:29:59.840 Like they just don't play it out two steps. And the code should anyways. And it's all it all sucks. 354 00:30:00.640 --> 00:30:02.400 Like you don't do it. Yeah. 355 00:30:03.440 --> 00:30:06.720 That's when we're like, you're just you don't want us to succeed. That's what because you're doing 356 00:30:06.720 --> 00:30:11.360 stuff. I was like, no, man, I saw that seven for five years. And I was like, great. Okay. I saw 357 00:30:11.360 --> 00:30:15.280 the metrics. I was like, okay, this is legit. I spent all my money and it still wasn't enough. Yeah. 358 00:30:17.520 --> 00:30:22.640 I had to spend like twice that again. Yeah. Yeah. That's for that too. By the way, 359 00:30:22.640 --> 00:30:26.880 that's going to help a lot. I'm going to get this real. Yeah. I mean, the personal brand 360 00:30:26.880 --> 00:30:32.080 thing is just good for like if you have one, it's great. It helps a lot. But at the end of the day, 361 00:30:32.080 --> 00:30:36.560 if the if the if the business that you're trying to build solves a real problem and you really 362 00:30:36.560 --> 00:30:40.640 genuinely care about the problem, if you find someone else who also cares about that problem, 363 00:30:40.640 --> 00:30:43.280 they will be more likely to work with you. Like that's fundamentally it. 364 00:30:44.720 --> 00:30:52.320 What are you sorry? Last question. Fun. You think about creating an offer to train people 365 00:30:52.640 --> 00:30:59.120 to do what you are trying to eventually staff for? Like, I'm going. Yeah. Like, you know, 366 00:30:59.120 --> 00:31:02.640 looking, yeah, you know, like, there was a point, there was a point in time I had a closer 367 00:31:02.640 --> 00:31:05.360 program. I was training closures and all staff in them. You know what I mean? And then I was 368 00:31:05.360 --> 00:31:08.960 stopped the night because there's so many closer training programs. But right now I really need 369 00:31:08.960 --> 00:31:13.360 growth partners, people who can lead and manage our clients and kind of oversee everything. 370 00:31:14.240 --> 00:31:17.920 What do you think about like, I know there's a growth operator thing, but they're not, you know, 371 00:31:17.920 --> 00:31:21.280 like in my mind, like they don't have all the skills that's necessarily what if someone, 372 00:31:21.280 --> 00:31:25.520 you know, created a program to train people? I don't think you create another business to solve a 373 00:31:25.520 --> 00:31:32.640 rule. Okay. Depends if it's like, I know with a software engineer, no one's going to be 374 00:31:32.640 --> 00:31:39.280 any decent in 10 years. Maybe a prodigy in six or seven, but like, there's just no short-cutting 375 00:31:39.440 --> 00:31:48.560 that. Like, I mean, my co-founders done 20. So the years matter. And the same is true with a lot of 376 00:31:48.560 --> 00:31:53.280 things. Like, there's just years. So like, but some other things might be different. Like, 377 00:31:53.280 --> 00:32:00.000 setting, okay, you can teach them. Closing, you can probably teach that. But there's more high-level 378 00:32:00.000 --> 00:32:07.440 strategic things. Yeah, that ain't happening. Like, it took me, if I continue. It's like, so, 379 00:32:08.240 --> 00:32:13.520 are you going to wait 10 years? No. Yeah. So it's like, fundamentally, every skill is trainable. 380 00:32:13.520 --> 00:32:17.360 The question is whether it's worth the return on effort and the resources to train someone with it. 381 00:32:17.360 --> 00:32:21.600 If you break things down enough, you can train someone to do anything. It's just that if someone 382 00:32:21.600 --> 00:32:26.000 lacks has zero meta skills, they don't know how to read. They don't know how to write. They don't 383 00:32:26.000 --> 00:32:29.840 know how to talk. You could teach someone to do all that stuff. It's just why bother? 384 00:32:31.760 --> 00:32:35.760 So I'd rather take someone who's already here and then just nudge them if I can with, you know, 385 00:32:35.760 --> 00:32:39.520 proper training that just bridges the gap between all the skills they come in with and then applying 386 00:32:39.520 --> 00:32:46.480 that to my business. You got it. Cool. Appreciate it. Yeah. Always. I mean, the people is the reason 387 00:32:46.480 --> 00:32:51.040 that most internet marketers and general can't make money. I'm sorry, they make money, but they don't 388 00:32:51.040 --> 00:32:55.120 make like big money. Is that they just can't, they can't, they don't know how to operate people. 389 00:32:55.680 --> 00:33:00.480 And that's usually because they need like a right hand, a true right hand who can, who's as good as 390 00:33:00.480 --> 00:33:07.200 them. And like, Layla will never get the credit that she deserves and that's fine. But like, 391 00:33:07.200 --> 00:33:13.840 the reason that all of our stuff is so big is because she's so good at, at building. Like, 392 00:33:13.840 --> 00:33:18.240 she's an unbelievable builder. And so like, the culture of the team is rock solid. I mean, 393 00:33:18.240 --> 00:33:22.080 the guys will tell you like, Layla really runs the, like Layla Ranzack was, there's not a cop. 394 00:33:22.080 --> 00:33:28.480 Like, I really, like, she really does. She does. Like, Layla runs everything. Like, I, I mean, 395 00:33:28.480 --> 00:33:33.360 I tell you, I have an empty calendar. I can't have an empty calendar and, and also have a business 396 00:33:33.360 --> 00:33:37.040 that's running unless someone else is actually doing it. Layla had takes 15 meetings a day. 397 00:33:37.840 --> 00:33:41.520 She operates. She's, she's coordinating things between different departments. She's checking 398 00:33:41.520 --> 00:33:45.680 on portfolio companies. She's having, you know, one of once the people are having some sort of 399 00:33:45.680 --> 00:33:52.560 emotional breakdown about some craziness, whatever. She handles all that with a smile, you know, 400 00:33:52.640 --> 00:33:57.760 I mean, and so, but like, I, I was, when we were talking earlier, like, I capped at $3 million 401 00:33:57.760 --> 00:34:02.400 a year. And then when Layla came in 24 months later, I took home 17 million in Engel net. 402 00:34:03.600 --> 00:34:11.600 And so the difference was that she liked people. And I tried to avoid them. And that was the problem. 403 00:34:12.640 --> 00:34:18.160 And so she heard, like Layla's genuine vision in life is to build a company that people love 404 00:34:18.160 --> 00:34:22.480 working at. That's her whole, like the whole reason that she, like she gets, like her internal 405 00:34:22.480 --> 00:34:29.040 mission is to build a company that people love being at every day. And so her vision just fits 406 00:34:29.040 --> 00:34:34.400 within my vision. And so I recruited her to do it. But like if we didn't do stuff that she liked, 407 00:34:34.400 --> 00:34:39.840 we'd like she wouldn't build it. So I very much like, like, especially the more talented the people 408 00:34:39.840 --> 00:34:46.000 that you bring on, the more you like, like they don't need pushing, like they know what they're doing. 409 00:34:46.000 --> 00:34:50.560 You just need to make sure that they're doing it in the direction. And you kind of do this. 410 00:34:50.560 --> 00:34:54.240 Yeah, the amount of training that you have to give someone is inversely proportional to the skills 411 00:34:54.240 --> 00:34:58.640 that they come in with. So the more specifically the less skilled the person, the more specific 412 00:34:58.640 --> 00:35:03.680 the instructions. Sam could basically just be like, Hey, can you just promote school a lot? And I'd 413 00:35:03.680 --> 00:35:09.280 be like, yeah, he's not like, Hey, could you make these posts and write this copy and send these 414 00:35:09.280 --> 00:35:15.600 emails and run ads and make the hooks like this? Like that exchange is literally never 415 00:35:17.120 --> 00:35:22.560 like, I don't even know if Sam sees the ads before. They go well mostly takes me there. He was like, 416 00:35:22.560 --> 00:35:25.520 when does the activation stuff come out? And I said, last Thursday. 417 00:35:27.840 --> 00:35:34.320 Like for real, like I already did it. And then he was like, I've seen this. And I was like, yeah, 418 00:35:34.320 --> 00:35:38.240 I've already been thinking about that. We've got something coming. Yeah, like we don't even, 419 00:35:38.320 --> 00:35:44.000 I've already thought about the next four things. And we've got things ready. So by the time I want 420 00:35:44.000 --> 00:35:48.800 those years, the idea, I'm like, yeah, we got it. Don't worry. Do your thing. And then I'm like, 421 00:35:48.800 --> 00:35:51.680 cool, let me tell you what, what I'm doing on the media side. It's like, oh, shit, great. 422 00:35:52.800 --> 00:35:55.920 I can draw the things that are ramping up. This is system we're putting in place. Like we change 423 00:35:55.920 --> 00:35:59.280 our cadence, like things like that. It's like, oh, don't. I don't even want to think about 424 00:35:59.280 --> 00:36:08.000 YouTube. So like, if I had to tell him stuff, oh my god, like, yeah, but it's good to divide it, 425 00:36:08.000 --> 00:36:12.800 like that, because I can just focus on this stuff. He can focus on that stuff. Kirby can focus 426 00:36:12.800 --> 00:36:18.560 on his stuff. We have very good, like, division like that. Yeah. The amount of direction you need 427 00:36:18.560 --> 00:36:22.320 to give someone is inversely proportional to the skill they have. Yeah, it was someone could 428 00:36:22.320 --> 00:36:27.200 just be like, hey, can you build this company and be like, sure, people will complain like if people, 429 00:36:27.200 --> 00:36:32.640 it's always a sign of notice when people complain, there's no communication. Have you, has anyone 430 00:36:32.720 --> 00:36:40.000 had this? Is an issue? Like with teams, maybe a lot of you don't have teams yet, but bad communication, 431 00:36:40.000 --> 00:36:45.760 communication, sometimes it's always the complaint. Yeah, I've found it's interesting that one, because 432 00:36:48.000 --> 00:36:51.760 you don't really need to communicate a whole lot when you get the right people. Like, 433 00:36:51.760 --> 00:36:55.920 almost you said, like, a couple of words and I was like, oh, I got it. Like, already happened, 434 00:36:55.920 --> 00:37:01.440 like, right? But sometimes if you're either on person, there's no amount of communication 435 00:37:01.440 --> 00:37:08.400 that can ever make it work. And it's exhausting. And it just still doesn't work. And I think, 436 00:37:08.400 --> 00:37:12.640 I understood this, I think I told this at one of the previous ones, but how you know what a good 437 00:37:12.640 --> 00:37:21.760 culture is is this story of Google in the early days. So Larry Page searched for something in the ads 438 00:37:21.760 --> 00:37:26.800 that showed up. Well, not relevant to the words he typed in. He took a screenshot, he printed it 439 00:37:26.800 --> 00:37:32.560 off, he got a red marker and he wrote these ads suck. He walked over to the engineers and he 440 00:37:32.560 --> 00:37:38.000 pinned it up on the wall and he tapped it. And one of them walked over and picked it off the wall, 441 00:37:38.880 --> 00:37:46.960 stayed up all night that night and invented ad scents, which is there, which has made them hundreds 442 00:37:46.960 --> 00:37:53.760 of billions. So he didn't sit down with him and be like, look, I think you need to do this in 443 00:37:54.000 --> 00:37:59.280 this and this and maybe this, he just said these ads suck, right? Is that clear communication? 444 00:38:00.640 --> 00:38:06.640 I mean, damn it was. No, but that's what good talent is. You can just be like, this thing. 445 00:38:07.280 --> 00:38:12.640 That is it. Yeah. There we don't even have to say do this. You can say this sucks sorted out like 446 00:38:13.680 --> 00:38:17.840 and then they'll be on it or they might have already preempted what sucks because they've already 447 00:38:17.840 --> 00:38:23.440 been thinking about it. So I always remember that when people say, oh, like, you need more meetings 448 00:38:23.440 --> 00:38:28.800 or more communication, like, there wasn't a meeting, first of all, right? There was, 449 00:38:28.800 --> 00:38:34.720 there was slipping something on the wall. Yeah. One of the most difficult things, this is like, 450 00:38:34.720 --> 00:38:39.520 I think this from an entrepreneurship perspective in terms of development is like, 451 00:38:39.520 --> 00:38:45.520 it's anyone you're had another business before this. Yes. Okay. Did you achieve in this business, 452 00:38:45.520 --> 00:38:49.760 what you achieved in your last business like in like from how long it took you to get to that 453 00:38:49.760 --> 00:38:53.680 level and you're the business before versus how long it took you to get to that level with this 454 00:38:53.680 --> 00:38:59.200 business. Was it way faster? And so a lot of the reasons because you already beat the bosses 455 00:38:59.200 --> 00:39:02.240 up to that level. So it's kind of like you're quickly retracing your steps and then you get to a 456 00:39:02.240 --> 00:39:07.360 level that you don't, you're to your level of incompetence. The difficulty, the thing that takes 457 00:39:07.360 --> 00:39:12.960 the longest in entrepreneurship is figuring out what good looks like at each level. And it's one 458 00:39:12.960 --> 00:39:16.400 of those things that's really hard to translate. Like, you see the billionaires on stage and they're 459 00:39:16.400 --> 00:39:22.800 just like, I do you know, get great people and you're like, sure. But the thing is is that 460 00:39:22.800 --> 00:39:27.760 connecting what great people to them looks like in their mind and what you think great people are, 461 00:39:27.760 --> 00:39:32.400 that is an ocean apart. And so I mean, I tell this story and Sam and I were talking about this 462 00:39:32.400 --> 00:39:38.800 last time, but like I when we started meeting with private equity firms to to look at transaction 463 00:39:38.800 --> 00:39:44.400 with gym launch, I we'd have these super long tables that were these board ribs. And I'd see 464 00:39:44.480 --> 00:39:48.560 their team all the way on this side. I saw my team all the way on this side. And I would just kind 465 00:39:48.560 --> 00:39:52.880 of sit there and listen to like the questions that they were asking in the responses that my team had. 466 00:39:52.880 --> 00:39:56.720 To be fair, the team that we had had built a hundred million dollar plus company pre-COVID. 467 00:39:56.720 --> 00:40:00.080 Obviously, I sold during COVID, which actually hurt my valuation, but not the point. 468 00:40:01.520 --> 00:40:06.240 So they built a hundred million dollar company, which is cool. But when I saw the town on this side, 469 00:40:06.240 --> 00:40:09.840 I was like, oh, that's why these guys are going to make three billion dollars over the next five 470 00:40:09.840 --> 00:40:15.200 years. This team. And it was such a stark contrast in terms of the level of talent. Again, 471 00:40:15.200 --> 00:40:20.240 not disrespecting my team. It was just such a difference that it was literally like after that 472 00:40:20.240 --> 00:40:25.600 immediately, I was like, my whole bar was just reset in terms of the caliber of the people 473 00:40:25.600 --> 00:40:31.440 that even existed in the world. And everything was like, how on earth do I get those people to work for 474 00:40:31.440 --> 00:40:37.280 me? And so like right now, some of you have like one person who's like, man, I couldn't live without 475 00:40:37.280 --> 00:40:41.840 that person. There's somebody who's literally 10 times better than that person that exists right 476 00:40:41.840 --> 00:40:46.160 now. And it's just trying to figure out what you need to do to get them on your team. But the 477 00:40:46.160 --> 00:40:51.440 problem that takes so long is looking at what good talent in general looks like. But even when it 478 00:40:51.440 --> 00:40:55.760 gets real specific, like Sam had to do all this research to figure out like, how do good software 479 00:40:55.760 --> 00:40:59.280 engineers talk? Like what do they like? What do they want? And so some of you guys are at a point 480 00:40:59.280 --> 00:41:03.600 where you need to like start hiring a sales director, something like that. Like what happens is like, 481 00:41:03.600 --> 00:41:06.800 this is the entrepreneur entrepreneur. No, it looks like you bring someone on. You talk to a 482 00:41:06.800 --> 00:41:10.560 bunch of people and they're like, I think this guy's good. You bring him in. And he sucks. And 483 00:41:10.560 --> 00:41:13.840 that takes six months away from the growth that you would have had because your sales team drops 484 00:41:13.840 --> 00:41:16.960 and this guy sucked. You put bad processes and then you got to fix the process. You got to find 485 00:41:16.960 --> 00:41:20.160 the people that guy hired because he sucked anyways. And then you're like, shoot, I'm going to try 486 00:41:20.160 --> 00:41:24.080 again. You bring the next guy in. And then sometimes it happens again. And then you're like, wow, 487 00:41:24.080 --> 00:41:28.480 this sucked. And then the third time and sometimes it takes a year or two years. And then you're like, 488 00:41:28.560 --> 00:41:33.680 I now know and you get lucky and you get one who actually works and you're like, oh, this is 489 00:41:33.680 --> 00:41:36.960 what a great sales director looks like. And so the next time you go through your entrepreneurial 490 00:41:36.960 --> 00:41:40.240 journey, like you go right to there and then you're like, shoot, I don't know what a good customer 491 00:41:40.240 --> 00:41:44.320 success person looks like. And then you try again. And so it's like, however quickly you can work 492 00:41:44.320 --> 00:41:47.920 through that. So you can start recognizing the pattern of A, well, good looks like in general. And 493 00:41:47.920 --> 00:41:53.200 then B, what it will good looks like for a specific role. That's how quickly you move through the levels. 494 00:41:54.160 --> 00:41:57.920 That's been my experience with this. And I wish I try and do everything I can to try and translate 495 00:41:57.920 --> 00:42:01.760 that into the stories that I tell with the content. But sometimes it's really tough because 496 00:42:02.240 --> 00:42:06.880 they're like, nod, but like that is that is the secret sauce. Like that is it is being 497 00:42:06.880 --> 00:42:12.000 able to recognize like what a good growth partner looks like. What a good even a good agency. I 498 00:42:12.000 --> 00:42:16.880 have good agencies that we work with now. Fast majority of them 95% of them are dog shit. 499 00:42:18.320 --> 00:42:25.680 So you guys run them. So like that's that's that's that's that's the pattern recognition that's 500 00:42:25.680 --> 00:42:29.760 the highest value thing that you in a learning as an entrepreneur is what what good looks like.