WEBVTT 1 00:00:00.000 --> 00:00:02.080 in those early years, you put a lot in, 2 00:00:02.080 --> 00:00:04.040 but then there was significantly more on the tail. 3 00:00:04.040 --> 00:00:06.600 And so the rush is ultimately what kills most people 4 00:00:06.600 --> 00:00:08.200 because they're so concerned about like, 5 00:00:08.200 --> 00:00:09.240 I need to make money tomorrow 6 00:00:09.240 --> 00:00:11.080 and I can appreciate the short-term need for that. 7 00:00:11.080 --> 00:00:13.880 But as much as you possibly can, balance, 8 00:00:13.880 --> 00:00:15.600 how can I solve a problem for good 9 00:00:15.600 --> 00:00:17.920 so that I can just move on to the next boss 10 00:00:17.920 --> 00:00:19.840 rather than having to keep fighting every month 11 00:00:19.840 --> 00:00:21.600 to pay payroll or pay myself 12 00:00:21.600 --> 00:00:23.240 or make whatever nut I need to make? 13 00:00:25.520 --> 00:00:26.840 Welcome to the game where we talk about 14 00:00:26.840 --> 00:00:28.880 how to get more customers, how to make more customers, 15 00:00:28.880 --> 00:00:29.880 and how to keep them longer 16 00:00:29.880 --> 00:00:31.640 and the many failures and lessons we have learned 17 00:00:31.640 --> 00:00:32.480 along the way. 18 00:00:32.480 --> 00:00:33.880 I hope you enjoy and subscribe. 19 00:00:35.880 --> 00:00:38.360 All right, everybody, we're here at Arcadia 20 00:00:38.360 --> 00:00:40.840 with Alex Hormozzi, the legend himself. 21 00:00:40.840 --> 00:00:41.960 Thanks for coming, bro. 22 00:00:43.960 --> 00:00:47.160 Yeah, yeah, damn. 23 00:00:47.160 --> 00:00:48.480 See, you didn't think this was your crowd. 24 00:00:48.480 --> 00:00:49.320 No, I didn't. 25 00:00:49.320 --> 00:00:50.160 I really didn't. 26 00:00:50.160 --> 00:00:52.280 I was like, I didn't know if anyone even knew who it was. 27 00:00:52.280 --> 00:00:53.360 Yeah. 28 00:00:53.360 --> 00:00:55.080 Well, because of the bottom line is, 29 00:00:55.080 --> 00:00:57.560 as much as we set our sights on our own 30 00:00:57.560 --> 00:01:00.240 personal transformation, our own growth, our own, 31 00:01:00.240 --> 00:01:03.280 we also care about earning money, 32 00:01:03.280 --> 00:01:04.480 making money for our family, 33 00:01:04.480 --> 00:01:06.640 doing good things with that energy that we collect. 34 00:01:06.640 --> 00:01:08.520 We were just talking about the Tesla battery. 35 00:01:08.520 --> 00:01:10.400 We want to keep that battery full. 36 00:01:10.400 --> 00:01:12.240 The battery of our bank accounts full, 37 00:01:12.240 --> 00:01:14.680 find a way that we can actually affect the world 38 00:01:14.680 --> 00:01:17.040 in a positive way and support our own community, 39 00:01:17.040 --> 00:01:18.400 our own family in the best way possible. 40 00:01:18.400 --> 00:01:20.800 So everybody gives a shit about it. 41 00:01:20.800 --> 00:01:22.840 A lot of people pretend they don't give a shit about it, 42 00:01:22.840 --> 00:01:23.960 but they're lying. 43 00:01:23.960 --> 00:01:27.040 And so many people I found in the spiritual community 44 00:01:27.040 --> 00:01:28.640 that we're like, no, I don't care about money. 45 00:01:28.640 --> 00:01:30.480 Money's a root of all evil, blah, blah, blah. 46 00:01:30.480 --> 00:01:32.320 And then you have a little business deal 47 00:01:32.320 --> 00:01:34.920 that you put in front of them and they get greedy as hell. 48 00:01:34.920 --> 00:01:38.320 And you're like, whoa, where'd that come from? 49 00:01:39.520 --> 00:01:42.920 So the bottom line is, is that we all do care. 50 00:01:42.920 --> 00:01:47.680 Even if we care so that our desire is to share that money, 51 00:01:47.680 --> 00:01:48.520 we care. 52 00:01:48.520 --> 00:01:49.360 And if we don't care, 53 00:01:49.360 --> 00:01:50.960 that means we don't trust ourselves 54 00:01:50.960 --> 00:01:53.040 to do good things with the money we make. 55 00:01:54.160 --> 00:01:55.480 I agree with all of them. 56 00:01:56.320 --> 00:02:00.160 It just funny, that red flag that you mentioned 57 00:02:00.160 --> 00:02:03.360 is like almost a decision algorithm that I go off of, 58 00:02:03.360 --> 00:02:06.320 which is if someone says I value X over money 59 00:02:06.320 --> 00:02:08.360 in any business deal, 60 00:02:08.360 --> 00:02:10.200 for me, that's always the, 61 00:02:10.200 --> 00:02:11.280 this person I need to watch out for 62 00:02:11.280 --> 00:02:14.600 because they're being dishonest is been true every time, 63 00:02:14.600 --> 00:02:17.960 not just like, oh, sometimes that it's every time 64 00:02:17.960 --> 00:02:21.640 it's been true, just as a side note for you guys. 65 00:02:21.640 --> 00:02:23.560 So if someone's like, I need to tell you this relationship 66 00:02:23.560 --> 00:02:26.440 over, if we both make money, 67 00:02:26.440 --> 00:02:28.040 we'll want to keep this relationship. 68 00:02:28.040 --> 00:02:28.880 Right. 69 00:02:28.880 --> 00:02:30.280 So like, just tell me what you want 70 00:02:30.280 --> 00:02:32.080 and I'll tell you what I want. 71 00:02:32.080 --> 00:02:33.200 Money wise. 72 00:02:33.200 --> 00:02:34.040 And if it makes sense, 73 00:02:34.040 --> 00:02:35.880 then we'll both be super happy. 74 00:02:35.880 --> 00:02:38.280 And I've, I mean, I'm getting like, 75 00:02:38.280 --> 00:02:39.440 right into trying to tell this, 76 00:02:39.440 --> 00:02:43.840 but making deals as though I'm always dealing 77 00:02:43.840 --> 00:02:47.600 with a stranger has always been the best frame 78 00:02:47.600 --> 00:02:49.800 that is because now we do deals for a living, 79 00:02:49.800 --> 00:02:50.640 for the most part. 80 00:02:51.480 --> 00:02:55.280 And then everything above the deal is gravy. 81 00:02:55.280 --> 00:02:58.560 So rather than trying to factor in the intangibles, 82 00:02:58.560 --> 00:03:00.320 I just don't fact them in and say, 83 00:03:00.320 --> 00:03:02.240 so if I'm, I could employ my mother 84 00:03:02.240 --> 00:03:03.960 and I would still do the same deal, 85 00:03:03.960 --> 00:03:05.800 which is like, I would do this for somebody 86 00:03:05.800 --> 00:03:07.880 of your experience because that way, 87 00:03:07.880 --> 00:03:10.440 all my downside is covered because this is the deal 88 00:03:10.440 --> 00:03:11.960 I would give somebody who's not my mother 89 00:03:11.960 --> 00:03:14.960 who I don't X, Y and Z and benefit another ways from. 90 00:03:14.960 --> 00:03:16.240 And so that way it's like, 91 00:03:16.240 --> 00:03:19.000 I think that's how you unlock plus plus deals, 92 00:03:19.000 --> 00:03:21.080 where it's like the very worst case 93 00:03:21.080 --> 00:03:22.920 is that this is the same deal I'd give a stranger. 94 00:03:22.920 --> 00:03:24.480 Everything else is just bonus. 95 00:03:24.480 --> 00:03:26.360 And so that's helped me a lot. 96 00:03:26.360 --> 00:03:29.240 And even setting that frame at the onset, 97 00:03:29.240 --> 00:03:31.560 which is I only do deals with strangers 98 00:03:31.560 --> 00:03:32.720 in terms of how we do deals, 99 00:03:32.720 --> 00:03:34.160 because if it makes sense for you 100 00:03:34.160 --> 00:03:36.360 and our relationship didn't exist, 101 00:03:36.360 --> 00:03:38.920 then it will make sense if our relationship does exist. 102 00:03:38.920 --> 00:03:41.240 But if the converse isn't true, then it will work. 103 00:03:41.240 --> 00:03:43.840 I've seen so many different partnerships 104 00:03:43.840 --> 00:03:46.440 develop amongst friends. 105 00:03:46.440 --> 00:03:50.520 And there's inequitable value proposition 106 00:03:50.520 --> 00:03:52.040 based upon the friends, but they're friends. 107 00:03:52.040 --> 00:03:54.320 So they're like, we'll go 50-50 on this deal. 108 00:03:54.320 --> 00:03:57.680 But actually, they can't contribute 50% to the business. 109 00:03:57.680 --> 00:03:59.360 So it all sounds good. 110 00:03:59.360 --> 00:04:01.280 It feels good as you're kind of moving along. 111 00:04:01.280 --> 00:04:02.120 Oh, this is great. 112 00:04:02.120 --> 00:04:03.480 We're gonna do this together. 113 00:04:03.480 --> 00:04:05.600 But then one person with 50% of the business 114 00:04:05.600 --> 00:04:07.520 needs to do 90% of the work. 115 00:04:07.520 --> 00:04:09.840 And then over time, that just doesn't work 116 00:04:09.840 --> 00:04:11.600 because you're gonna need to start selling more equity 117 00:04:11.600 --> 00:04:12.880 and then there's gonna be more delusion 118 00:04:12.880 --> 00:04:14.960 and then things get in balance. 119 00:04:15.000 --> 00:04:17.360 So the impulse is beautiful. 120 00:04:17.360 --> 00:04:18.720 It's a beautiful impulse. 121 00:04:18.720 --> 00:04:19.960 Share everything evenly. 122 00:04:19.960 --> 00:04:21.760 If I have a sandwich, you have half a sandwich. 123 00:04:21.760 --> 00:04:24.560 I believe in those type of things, but then there's business. 124 00:04:24.560 --> 00:04:28.080 And business has its own codes and its own rules 125 00:04:28.080 --> 00:04:30.800 that also have to be acknowledged. 126 00:04:31.800 --> 00:04:32.840 There's probably a disadvantage 127 00:04:32.840 --> 00:04:34.960 for the spiritual community within the world 128 00:04:34.960 --> 00:04:37.680 of business that everyone kind of has to deal with. 129 00:04:37.680 --> 00:04:40.720 Because there's this, I would imagine, 130 00:04:40.720 --> 00:04:45.640 because I sit probably on the exact polar opposite side 131 00:04:45.640 --> 00:04:47.560 of the world from the spiritual community. 132 00:04:47.560 --> 00:04:49.800 So this is like the only time I've been 133 00:04:49.800 --> 00:04:53.440 in anything close to this, seriously. 134 00:04:55.440 --> 00:04:57.560 I got in here and I was like, 135 00:04:57.560 --> 00:04:59.240 we can talk about money at all. 136 00:04:59.240 --> 00:05:01.040 You're like, hey, that's not bad. 137 00:05:01.040 --> 00:05:02.400 He's like, no, we like making money. 138 00:05:02.400 --> 00:05:03.440 I was like, awesome. 139 00:05:03.440 --> 00:05:05.880 All right, I feel like a little more comfortable. 140 00:05:05.880 --> 00:05:06.880 I was like, because I'm like the, 141 00:05:06.880 --> 00:05:08.880 if you die, nothing happens and everything's meaningless 142 00:05:08.880 --> 00:05:09.880 to the person. 143 00:05:09.880 --> 00:05:12.360 I was like, I don't know if that's going to bother this community. 144 00:05:12.360 --> 00:05:13.880 I was like, actually, like kind of, I was like, 145 00:05:13.880 --> 00:05:16.360 I hope, because when you guys welcome me, 146 00:05:16.360 --> 00:05:18.960 which I really appreciate, that meant a lot 147 00:05:18.960 --> 00:05:20.600 because I was like, I'm surprised by that 148 00:05:20.600 --> 00:05:22.280 because I felt like most of this room would be like, 149 00:05:22.280 --> 00:05:24.680 I disagree with all of those things. 150 00:05:24.680 --> 00:05:27.440 And so that's also one of the things 151 00:05:27.440 --> 00:05:30.840 that myself and Joe Rogan and a lot of different people 152 00:05:30.840 --> 00:05:34.680 stand actually as a disruptive force, saying like, 153 00:05:34.680 --> 00:05:37.920 no, no, no, all the spiritual stuff, all the beliefs, 154 00:05:37.920 --> 00:05:40.440 and we're going to fucking kill it in the gym. 155 00:05:40.440 --> 00:05:41.280 Yeah. 156 00:05:41.280 --> 00:05:42.840 And we're going to be savages in the bedroom. 157 00:05:42.840 --> 00:05:46.080 And we're going to also make as much money as we can 158 00:05:46.080 --> 00:05:47.880 because we trust ourselves to do good shit 159 00:05:47.880 --> 00:05:48.720 with that money. 160 00:05:48.720 --> 00:05:51.360 So it's like trying to embody this different model 161 00:05:51.360 --> 00:05:52.920 of like, you don't have to be one or the other. 162 00:05:52.920 --> 00:05:53.760 Yeah. 163 00:05:53.760 --> 00:05:55.440 You can actually be all of it. 164 00:05:55.440 --> 00:05:56.840 I love that. 165 00:05:56.840 --> 00:05:57.840 Yeah. 166 00:05:57.840 --> 00:05:58.680 Wow. 167 00:06:02.680 --> 00:06:04.440 So how do we do it? 168 00:06:04.440 --> 00:06:05.280 Making money. 169 00:06:05.280 --> 00:06:07.080 Yeah. 170 00:06:07.080 --> 00:06:10.400 One of the things I was kind of getting into with the part 171 00:06:10.400 --> 00:06:12.600 you were talking earlier about, everything is equal. 172 00:06:12.600 --> 00:06:16.720 And that perspective is people equate their equity value 173 00:06:16.720 --> 00:06:18.400 with their human value. 174 00:06:18.400 --> 00:06:21.120 And I think that's where the big misunderstanding, 175 00:06:21.120 --> 00:06:22.760 especially people were getting into business together. 176 00:06:22.760 --> 00:06:24.040 It's like, why aren't we equal? 177 00:06:24.040 --> 00:06:26.000 We're both even people. 178 00:06:26.000 --> 00:06:28.320 But we won't be necessarily even contributors 179 00:06:28.320 --> 00:06:30.240 in the economics of the business. 180 00:06:30.240 --> 00:06:33.520 Like, I have 100,000 followers. 181 00:06:33.520 --> 00:06:36.440 And that's going to be the initial demand 182 00:06:36.480 --> 00:06:37.640 for this entire business. 183 00:06:37.640 --> 00:06:39.760 And right now, your skill set is something 184 00:06:39.760 --> 00:06:44.240 that I can hire for at a value of 70,000 a year. 185 00:06:44.240 --> 00:06:47.840 And so if I can replace you for 70,000 a year, 186 00:06:47.840 --> 00:06:49.880 it's basically like, instead of me taking a loan 187 00:06:49.880 --> 00:06:53.920 for myself or someone else for whatever $7,000 or $6,000 188 00:06:53.920 --> 00:06:56.000 a month, I'm giving you this slice. 189 00:06:56.000 --> 00:06:57.400 And so $6,000 a month is only 190 00:06:57.400 --> 00:06:59.040 worth this percentage of equity 191 00:06:59.040 --> 00:07:00.640 relative to the value of the company. 192 00:07:00.640 --> 00:07:03.760 And so I think translating that, especially at the onset, 193 00:07:03.760 --> 00:07:05.000 because I don't know where everyone actually, 194 00:07:05.000 --> 00:07:06.600 this would be really helpful for me. 195 00:07:06.600 --> 00:07:08.600 So, okay, I don't know how. 196 00:07:08.600 --> 00:07:10.120 I'll just do this the way I would do it. 197 00:07:10.120 --> 00:07:12.240 And you guys can be uncomfortable if you want to. 198 00:07:14.240 --> 00:07:16.520 So if you don't have a business 199 00:07:16.520 --> 00:07:17.800 but would like to start a business, 200 00:07:17.800 --> 00:07:20.040 could you raise your hand for me? 201 00:07:20.040 --> 00:07:22.240 Okay, cool, that is helpful. 202 00:07:22.240 --> 00:07:25.480 If you are between like that, 203 00:07:25.480 --> 00:07:28.160 so you've made your first dollar and like 100,000 a year, 204 00:07:28.160 --> 00:07:30.480 could you raise your hand for me? 205 00:07:30.480 --> 00:07:32.800 Okay, if you're between 100 and 250, 206 00:07:33.640 --> 00:07:36.920 okay, if you're between 250 and a million, 207 00:07:36.920 --> 00:07:42.080 a million plus, okay, this helps me a ton 208 00:07:42.080 --> 00:07:43.960 in terms of like what to be talking about. 209 00:07:43.960 --> 00:07:46.840 All right, so we were just talking about, 210 00:07:49.240 --> 00:07:50.080 there's my ADD. 211 00:07:52.920 --> 00:07:54.120 Equity, thank you. 212 00:07:55.240 --> 00:07:57.680 Whenever you start a business, you always incur debt. 213 00:07:57.680 --> 00:07:59.160 And so the question is what type of debt 214 00:07:59.160 --> 00:08:00.320 are you going to incur? 215 00:08:00.320 --> 00:08:01.600 And so you can incur financial debt, 216 00:08:01.600 --> 00:08:03.120 which is one that people can understand. 217 00:08:03.120 --> 00:08:04.280 You can incur management debt 218 00:08:04.280 --> 00:08:05.920 because you hire people that are under skilled 219 00:08:05.920 --> 00:08:07.440 for whatever the opportunity is. 220 00:08:07.440 --> 00:08:08.600 You can incur technical debt 221 00:08:08.600 --> 00:08:10.240 because you don't have the infrastructure 222 00:08:10.240 --> 00:08:11.960 to build the business off of. 223 00:08:11.960 --> 00:08:15.280 And so you want to take on the debt 224 00:08:15.280 --> 00:08:18.680 that is easiest to repay as fast as possible. 225 00:08:18.680 --> 00:08:20.880 And so when you think about that from the onset, 226 00:08:20.880 --> 00:08:23.040 it's not like we're going to do this thing debt free, 227 00:08:23.040 --> 00:08:24.640 you're always going to incur debt. 228 00:08:24.640 --> 00:08:25.600 And so when you think about that, 229 00:08:25.600 --> 00:08:27.080 you have way more levers to play with 230 00:08:27.080 --> 00:08:28.720 in terms of how you want to build this structure 231 00:08:28.720 --> 00:08:30.600 for whatever you're ultimately trying to achieve. 232 00:08:30.600 --> 00:08:35.240 Now if your goals are to make $100,000 or $500,000 233 00:08:35.240 --> 00:08:37.960 a million a year, you can pretty much do all of that, 234 00:08:37.960 --> 00:08:40.160 owning 100% of the equity and just developing skills. 235 00:08:40.160 --> 00:08:42.680 Like I don't really think you need much more 236 00:08:42.680 --> 00:08:43.600 than that to do it. 237 00:08:44.600 --> 00:08:49.440 And sub-a-million, everything comes down to sub-a-million. 238 00:08:49.440 --> 00:08:51.240 Everything comes down to marketing and sales. 239 00:08:51.240 --> 00:08:53.120 Is that you have to let people know about your stuff 240 00:08:53.120 --> 00:08:54.120 and you have to be able to convince them 241 00:08:54.120 --> 00:08:55.800 to give you money in exchange for it. 242 00:08:56.800 --> 00:08:59.240 Unfortunately for what I'm about to say, 243 00:08:59.280 --> 00:09:03.600 product matters significantly less at that level 244 00:09:03.600 --> 00:09:06.280 because you honestly aren't making enough of a dent 245 00:09:06.280 --> 00:09:08.560 for the word of mouth to really catch up, 246 00:09:08.560 --> 00:09:10.080 given how big the world is. 247 00:09:10.080 --> 00:09:12.040 And I'm saying that from a very realist perspective. 248 00:09:12.040 --> 00:09:13.760 If you just know how to market and sell, 249 00:09:13.760 --> 00:09:15.200 you could pretty much scam people 250 00:09:15.200 --> 00:09:17.560 for a million dollars a year for the rest of your life 251 00:09:17.560 --> 00:09:18.880 being very honest with you. 252 00:09:20.280 --> 00:09:24.280 And that's why there's a lot of bad advice 253 00:09:24.280 --> 00:09:27.240 that I think is out there from people who make around that 254 00:09:27.240 --> 00:09:29.040 because that's true for them. 255 00:09:29.080 --> 00:09:30.800 And so they're like, that's all you need. 256 00:09:30.800 --> 00:09:32.600 And it's true, but I would imagine 257 00:09:32.600 --> 00:09:34.840 that this community doesn't want to be that way. 258 00:09:34.840 --> 00:09:36.720 And so on the longest time horizon, 259 00:09:36.720 --> 00:09:38.760 the only thing that matters is product, 260 00:09:38.760 --> 00:09:40.480 which is how good is the thing that you're ultimately 261 00:09:40.480 --> 00:09:41.880 given in exchange for money? 262 00:09:41.880 --> 00:09:43.800 And do people feel like they are always 263 00:09:43.800 --> 00:09:45.600 on the better end of the deal? 264 00:09:45.600 --> 00:09:49.280 And I've gone like 180 degrees 265 00:09:49.280 --> 00:09:52.440 from when I first started in business until today 266 00:09:52.440 --> 00:09:56.520 where in the beginning everything I cared about was sales. 267 00:09:56.520 --> 00:09:58.880 And then I learned that you could like do sales 268 00:09:58.880 --> 00:09:59.960 on to many with marketing. 269 00:09:59.960 --> 00:10:01.560 And I was like, this is like sales on steroids. 270 00:10:01.560 --> 00:10:03.000 This is so much better. 271 00:10:03.000 --> 00:10:05.560 And I got really good, really good at that. 272 00:10:05.560 --> 00:10:10.560 But then I realized that it's a perpetual hamster wheel 273 00:10:10.560 --> 00:10:12.600 because nothing stacks. 274 00:10:12.600 --> 00:10:15.040 And so in order to get credit for the, 275 00:10:15.040 --> 00:10:16.840 like in order to build something really big, 276 00:10:16.840 --> 00:10:18.600 you need some, you need to be able to get credit 277 00:10:18.600 --> 00:10:20.720 for work you did over time. 278 00:10:20.720 --> 00:10:22.960 And that means that I want to get paid today 279 00:10:22.960 --> 00:10:24.680 for work I did three years ago. 280 00:10:24.680 --> 00:10:26.840 And the only way to do that is to have a product 281 00:10:26.840 --> 00:10:28.360 that somebody I sold three years ago 282 00:10:28.360 --> 00:10:29.480 is either still using today 283 00:10:29.480 --> 00:10:31.320 or it still at least has positive things 284 00:10:31.320 --> 00:10:32.840 to say about me today. 285 00:10:32.840 --> 00:10:35.520 Otherwise, you're basically always hunting every month 286 00:10:35.520 --> 00:10:38.280 to find your next nut or whatever it is. 287 00:10:38.280 --> 00:10:40.920 And so if you always want to, 288 00:10:40.920 --> 00:10:42.320 like everyone's going to always work 289 00:10:42.320 --> 00:10:44.160 but you won't always accumulate. 290 00:10:44.160 --> 00:10:46.160 And you can only accumulate by building something 291 00:10:46.160 --> 00:10:49.600 that people always have good things to say about. 292 00:10:49.600 --> 00:10:51.800 And that takes a lot of work. 293 00:10:51.800 --> 00:10:54.720 And now we build businesses very differently, 294 00:10:54.720 --> 00:10:58.440 which is, let's not put any gas on this 295 00:10:58.440 --> 00:11:00.520 until we get everything right 296 00:11:00.520 --> 00:11:03.360 until everyone absolutely loves the product, 297 00:11:03.360 --> 00:11:05.160 can't help but tell other people about it. 298 00:11:05.160 --> 00:11:06.960 We get referrals every single month. 299 00:11:06.960 --> 00:11:09.800 We grow without marketing in sales. 300 00:11:09.800 --> 00:11:11.720 And then you add marketing in sales on top. 301 00:11:11.720 --> 00:11:13.920 And then that's how you build really big shit. 302 00:11:13.920 --> 00:11:17.000 But, or, and I'll try and taper this 303 00:11:17.000 --> 00:11:20.320 because you can go all the way in the sky 304 00:11:20.320 --> 00:11:21.920 and like talk about like how, you know, 305 00:11:21.920 --> 00:11:24.360 trends of like what markets you want to go after 306 00:11:24.360 --> 00:11:27.600 or it's like, I just want to get to 20,000 a month Alex. 307 00:11:27.600 --> 00:11:32.240 And are most people here doing products and services? 308 00:11:32.240 --> 00:11:33.400 Okay, if you're doing products and services, 309 00:11:33.400 --> 00:11:35.760 should you raise your hand? 310 00:11:35.760 --> 00:11:37.720 Okay, so that's in his technology, 311 00:11:37.720 --> 00:11:38.960 the other slice there. 312 00:11:39.920 --> 00:11:41.400 Okay, so it's mostly products and services. 313 00:11:41.400 --> 00:11:44.120 Okay, so if you're in, 314 00:11:44.120 --> 00:11:46.120 I'll show the fuck up whenever. 315 00:11:46.120 --> 00:11:49.160 God, God, this is a sweet spot. 316 00:11:49.160 --> 00:11:50.320 Thank you, let's go. 317 00:11:50.320 --> 00:11:51.840 He's hitting these bitches, let's go. 318 00:11:51.840 --> 00:11:56.840 If you're, if you were, I'm always amazed at, 319 00:11:59.280 --> 00:12:02.160 and it might be more prevalent in this community, 320 00:12:02.160 --> 00:12:04.080 not doing the math. 321 00:12:04.080 --> 00:12:06.720 And so I know that there's probably a little bit more 322 00:12:06.720 --> 00:12:08.640 woo-woo in this room than there would be in rooms 323 00:12:08.640 --> 00:12:09.760 that I'm accustomed to. 324 00:12:09.760 --> 00:12:11.760 Just say, just on a comparative basis. 325 00:12:11.760 --> 00:12:12.560 Absolutely, strongly. 326 00:12:12.560 --> 00:12:15.480 Strong, woo-woo family here representing. 327 00:12:16.680 --> 00:12:18.960 And so I think there's probably a misconception 328 00:12:18.960 --> 00:12:20.600 that you can woo-woo your way to money. 329 00:12:20.600 --> 00:12:24.360 And some of you probably know that that's not true. 330 00:12:24.360 --> 00:12:26.360 And so reverse engineering, 331 00:12:26.360 --> 00:12:28.320 what you actually want the math to look like 332 00:12:28.320 --> 00:12:30.320 is probably the first place to start. 333 00:12:30.320 --> 00:12:33.840 So I get a lot of inbound questions of like, 334 00:12:33.840 --> 00:12:35.200 I just wanna make a million dollars a year. 335 00:12:35.200 --> 00:12:36.640 How do I make a million dollars in 90 days? 336 00:12:36.640 --> 00:12:38.240 Which is a terrible question to ask. 337 00:12:39.840 --> 00:12:43.760 But if you just look at number of units you need to sell, 338 00:12:43.760 --> 00:12:45.720 and I break things down into days and weeks, 339 00:12:45.720 --> 00:12:47.520 because that's a lot easier for me to comprehend. 340 00:12:47.520 --> 00:12:49.400 And so it's like, okay, a million dollars a year 341 00:12:49.400 --> 00:12:50.760 is 20,000 dollars a week. 342 00:12:50.760 --> 00:12:52.200 Okay, so divided by seven. 343 00:12:52.200 --> 00:12:53.240 So three grand a day. 344 00:12:53.240 --> 00:12:55.560 Okay, well how do I do three grand a day? 345 00:12:57.160 --> 00:13:00.200 We do investments based on the world's simplest formula, 346 00:13:00.200 --> 00:13:02.600 which is just number of units sold, 347 00:13:02.600 --> 00:13:04.960 multiply by lifetime value. 348 00:13:04.960 --> 00:13:05.800 That's it. 349 00:13:05.800 --> 00:13:07.680 And so if we wanna grow the company, 350 00:13:07.680 --> 00:13:09.880 we either need to sell more units, 351 00:13:09.880 --> 00:13:12.440 or we need to make people worth more. 352 00:13:12.440 --> 00:13:13.440 That's it. 353 00:13:13.440 --> 00:13:15.160 Like everything else really just overcomplicates it. 354 00:13:15.160 --> 00:13:16.840 And so if you are in the beginning, 355 00:13:16.840 --> 00:13:18.280 and you're doing stuff, 356 00:13:18.280 --> 00:13:20.200 and if you look at your calendar in terms of how you spend your time, 357 00:13:20.200 --> 00:13:22.800 cause that's the asset that you're gonna be spending the most of in the beginning, 358 00:13:22.800 --> 00:13:26.440 if it's not contributing to either getting you more customers, 359 00:13:26.440 --> 00:13:30.680 or making them worth more, then stop doing it. 360 00:13:30.680 --> 00:13:31.880 Like you're wasting time. 361 00:13:31.880 --> 00:13:33.480 Like literally, you're just spending time. 362 00:13:33.480 --> 00:13:36.720 Cause right now, if you work every hour of the day, 363 00:13:36.720 --> 00:13:38.640 and you're not making more money, 364 00:13:38.640 --> 00:13:40.520 you're working on the wrong stuff. 365 00:13:41.520 --> 00:13:44.320 And that's like at the most basic level, 366 00:13:44.320 --> 00:13:45.680 and if you can accept that, then it's like great. 367 00:13:45.680 --> 00:13:47.320 Then now I have room to improve. 368 00:13:47.320 --> 00:13:48.160 Cause if you're not making any money, 369 00:13:48.160 --> 00:13:50.600 that means you can probably eliminate 90% of the shit you're doing. 370 00:13:50.600 --> 00:13:51.600 And nothing's gonna matter. 371 00:13:51.600 --> 00:13:53.600 It's already not making any money. 372 00:13:53.600 --> 00:13:57.120 So that's, that stuff clearly isn't working, right? 373 00:13:57.120 --> 00:14:03.120 And so getting the more customer side is really about just letting people know about your stuff. 374 00:14:03.120 --> 00:14:05.600 And so I wrote the, I just recently came out with the leads book, 375 00:14:05.600 --> 00:14:07.800 and it was to try and simplify this for everyone. 376 00:14:07.800 --> 00:14:10.480 And if you are starting out, so if you're sub a million, 377 00:14:10.480 --> 00:14:11.960 there's eight ways, well, 378 00:14:11.960 --> 00:14:14.240 shit, if you're at a billion, there's still eight ways, 379 00:14:14.240 --> 00:14:15.400 to let people know about your stuff. 380 00:14:15.440 --> 00:14:16.440 Four of them you can do, 381 00:14:16.440 --> 00:14:18.480 four of them use other people for. 382 00:14:18.480 --> 00:14:22.000 So you can just tell people that you already know about the thing you have, 383 00:14:22.000 --> 00:14:23.840 and you cannot be a scumball about it, 384 00:14:23.840 --> 00:14:26.000 and just say, hey, I'm starting this thing, 385 00:14:26.000 --> 00:14:27.680 do you know anyone who'd be interested in it? 386 00:14:27.680 --> 00:14:30.040 And nine times out of 10, when you ask someone like that, 387 00:14:30.040 --> 00:14:32.520 it's way low pressure because you're not asking them for it. 388 00:14:32.520 --> 00:14:34.800 But on the flip side and nine times out of 10, 389 00:14:34.800 --> 00:14:38.080 they're like, actually I am kind of interested in something like that. 390 00:14:38.080 --> 00:14:39.680 And so they're like, screw my friends, 391 00:14:39.680 --> 00:14:41.040 tell me more about that thing, 392 00:14:41.040 --> 00:14:42.600 and then you actually get a more meaningful conversation 393 00:14:42.600 --> 00:14:44.360 where you could probably help them, right? 394 00:14:44.360 --> 00:14:46.720 And that's like the cheapest thing that every single person can do, 395 00:14:46.720 --> 00:14:48.440 but people are like, I'm so afraid of talking to my friends, 396 00:14:48.440 --> 00:14:50.640 but you're just asking them that they know anyone. 397 00:14:50.640 --> 00:14:51.920 And a lot of people still don't know like, 398 00:14:51.920 --> 00:14:53.320 where do I go for that? 399 00:14:53.320 --> 00:14:57.280 It's like, well, right now every single person here has a means to contact, 400 00:14:57.280 --> 00:15:00.160 probably at least a thousand people. 401 00:15:00.160 --> 00:15:02.200 That's like super conservative. 402 00:15:02.200 --> 00:15:04.240 And when I challenge an audience with that, 403 00:15:04.240 --> 00:15:07.000 oftentimes someone's like, well, I don't, 404 00:15:07.000 --> 00:15:09.080 well, I hear phone, search contacts, 405 00:15:09.080 --> 00:15:11.840 export into it, Excel sheet, that's list one. 406 00:15:11.840 --> 00:15:14.720 List two is you go into all the old emails and g-mails 407 00:15:14.720 --> 00:15:15.720 and Yahoo's you've ever had, 408 00:15:15.720 --> 00:15:17.400 and look at every message you've ever sent. 409 00:15:17.400 --> 00:15:20.120 Export those sent messages into list two, 410 00:15:20.120 --> 00:15:22.360 go into social media, all the different social meetings you have. 411 00:15:22.360 --> 00:15:23.160 Look, if followers, 412 00:15:23.160 --> 00:15:25.600 all of this people have given you permission to contact them. 413 00:15:25.600 --> 00:15:27.800 Now, most social media are like that 414 00:15:27.800 --> 00:15:28.720 with the exception of YouTube, 415 00:15:28.720 --> 00:15:30.480 but like Twitter, you can DM people, 416 00:15:30.480 --> 00:15:31.800 Instagram, you can DM people, 417 00:15:31.800 --> 00:15:34.640 TikTok, you can DM people if they're following you. 418 00:15:34.640 --> 00:15:36.600 And you can export all of those into a list. 419 00:15:36.600 --> 00:15:38.800 And so just like that, if you took all your followers, 420 00:15:38.800 --> 00:15:40.160 all your friends on Facebook, 421 00:15:40.160 --> 00:15:42.560 all your DM contacts, your emails, 422 00:15:42.560 --> 00:15:44.000 your contacts on your phone, 423 00:15:44.000 --> 00:15:44.840 and you put them into one list, 424 00:15:44.840 --> 00:15:47.360 you're probably pretty, pretty decent sized list. 425 00:15:47.360 --> 00:15:50.880 And so I am a big fan of violence in terms of action, 426 00:15:50.880 --> 00:15:53.200 and in general, 427 00:15:55.120 --> 00:15:57.040 and take a violent approach, 428 00:15:57.040 --> 00:16:00.400 which is, okay, I will reach out to 100 people per day, 429 00:16:00.400 --> 00:16:02.520 and that takes about five hours. 430 00:16:02.520 --> 00:16:04.040 And if you're like, wow, that sounds like a lot of work, 431 00:16:04.040 --> 00:16:05.320 like welcome to business. 432 00:16:07.920 --> 00:16:08.680 And if you're starting out, 433 00:16:08.680 --> 00:16:10.840 it's welcome to business and being broke at the same time. 434 00:16:10.840 --> 00:16:11.920 It is what it is. 435 00:16:11.920 --> 00:16:13.960 And so the asset that you have right now is time, 436 00:16:13.960 --> 00:16:15.200 and you gotta spend as much as you can on it. 437 00:16:15.200 --> 00:16:16.920 And so making sure that, okay, 438 00:16:16.920 --> 00:16:17.920 if I'm putting five hours a day, 439 00:16:17.920 --> 00:16:19.960 it's 20 outreach attempts per hour, 440 00:16:19.960 --> 00:16:21.320 and that's very inefficient. 441 00:16:21.320 --> 00:16:23.200 The better you get, you'll get dialers, 442 00:16:23.200 --> 00:16:24.480 and automation, and technology 443 00:16:24.480 --> 00:16:25.520 that can help you do that stuff faster. 444 00:16:25.520 --> 00:16:26.600 But if you're like, I'm poor, 445 00:16:26.600 --> 00:16:28.080 and I don't understand any of this shit, 446 00:16:28.080 --> 00:16:29.280 start with that. 447 00:16:29.280 --> 00:16:30.960 And that's your first five hours of the day. 448 00:16:30.960 --> 00:16:34.080 I, especially when I had less means, 449 00:16:34.080 --> 00:16:36.880 I started doing that around like four or five in the morning, 450 00:16:36.880 --> 00:16:38.720 and then I'd be done around 10-ish, 451 00:16:38.720 --> 00:16:40.640 and then at that point, I'd start my day. 452 00:16:40.640 --> 00:16:42.840 And so your job as the founder in the beginning 453 00:16:42.840 --> 00:16:44.200 is always promotion. 454 00:16:44.200 --> 00:16:45.280 Like that's the job, 455 00:16:45.280 --> 00:16:46.760 is let people know that you exist. 456 00:16:46.760 --> 00:16:48.360 Because right now, you're just in obscurity. 457 00:16:48.360 --> 00:16:51.040 Like no one knows that it's only exists in your mind. 458 00:16:51.040 --> 00:16:52.440 You have to make it exist outside, right? 459 00:16:52.440 --> 00:16:53.720 It's a little spiritual, okay? 460 00:16:53.720 --> 00:16:54.560 Yeah. 461 00:16:54.560 --> 00:16:55.680 Yeah. 462 00:16:55.680 --> 00:16:56.680 Yeah. 463 00:16:56.680 --> 00:16:57.960 And know the audience, right? 464 00:16:57.960 --> 00:16:58.800 Yeah. 465 00:17:00.080 --> 00:17:02.000 So there's, thank you for that. 466 00:17:02.000 --> 00:17:03.360 And there's, I wanna, 467 00:17:03.360 --> 00:17:05.280 I'm gonna double click on a few things you said. 468 00:17:05.280 --> 00:17:08.480 One is, one of the deep spiritual principles, 469 00:17:08.480 --> 00:17:10.800 which actually you talked about without knowing it is, 470 00:17:10.800 --> 00:17:11.720 there's a catchwell word, 471 00:17:11.720 --> 00:17:13.160 which is a medicine language, 472 00:17:14.440 --> 00:17:17.320 that's largely associated with the ayahuasca communities. 473 00:17:17.320 --> 00:17:18.360 And the word is Iny, 474 00:17:18.360 --> 00:17:19.880 and the word is reciprocity. 475 00:17:19.880 --> 00:17:24.120 And so one of the things we believe in that lineage, 476 00:17:24.120 --> 00:17:25.520 which I studied in, 477 00:17:25.520 --> 00:17:28.280 is that this is a universal law of the universe, 478 00:17:28.280 --> 00:17:29.280 that reciprocity, 479 00:17:29.280 --> 00:17:31.560 that there is a natural give and take, 480 00:17:31.560 --> 00:17:34.480 that when you're in a court with that give and take, 481 00:17:34.480 --> 00:17:36.280 things are gonna be a lot easier, 482 00:17:36.280 --> 00:17:37.720 like a lot more fluid for you. 483 00:17:37.720 --> 00:17:38.720 It's actually going to help. 484 00:17:38.720 --> 00:17:40.120 So when you're giving, 485 00:17:40.120 --> 00:17:42.800 there's a natural impulse for someone to give back. 486 00:17:42.800 --> 00:17:44.520 And it's just actually a law of the universe. 487 00:17:44.520 --> 00:17:47.960 And when you are selling cheap shit, 488 00:17:47.960 --> 00:17:49.840 or taking advantage of people, 489 00:17:49.840 --> 00:17:52.320 you're gonna be acting in a court with that reciprocity. 490 00:17:52.320 --> 00:17:55.680 And actually there's gonna be some aspect of yourself, 491 00:17:55.680 --> 00:17:57.360 which will make yourself fail, 492 00:17:57.360 --> 00:17:58.920 because you'll feel like you don't deserve it, 493 00:17:58.920 --> 00:18:02.640 because you know your Iny, your reciprocity is off, right? 494 00:18:02.640 --> 00:18:05.760 So finding that right level of relation and reciprocity, 495 00:18:05.760 --> 00:18:07.120 that's the way it was with Anna. 496 00:18:07.120 --> 00:18:10.400 I knew every time we sold an alpha brain for $30, 497 00:18:10.400 --> 00:18:12.680 that they were getting a $30 worth plus, 498 00:18:12.680 --> 00:18:17.040 or even more worth of that supplement they were getting. 499 00:18:17.040 --> 00:18:18.400 So when people ask like, 500 00:18:18.400 --> 00:18:20.000 oh, you know, you're selling so many, 501 00:18:20.000 --> 00:18:20.840 and just how do you feel? 502 00:18:20.840 --> 00:18:22.760 I was like, yeah, every single transaction, 503 00:18:22.760 --> 00:18:24.520 every customer service transaction, 504 00:18:24.520 --> 00:18:27.400 Iny is, we have a positive account balance. 505 00:18:27.400 --> 00:18:28.560 And whenever I can, 506 00:18:28.560 --> 00:18:30.840 I'm just depositing in that account balance. 507 00:18:30.840 --> 00:18:34.400 And it's proved to be where the universe itself 508 00:18:34.400 --> 00:18:37.320 and people and myself always feel in right accord. 509 00:18:37.320 --> 00:18:39.920 So I think that's one of these principles 510 00:18:39.920 --> 00:18:41.240 that's across over principle. 511 00:18:41.240 --> 00:18:42.560 It applies to business, 512 00:18:42.560 --> 00:18:47.560 and it applies to this more kind of spiritual mindset as well. 513 00:18:47.640 --> 00:18:50.760 And the other thing that I really wanna double click on 514 00:18:50.760 --> 00:18:54.440 is you kind of know when you got something 515 00:18:54.440 --> 00:18:56.280 that people really want. 516 00:18:56.280 --> 00:18:59.200 You know, like if you're hitting up your close friends, 517 00:18:59.200 --> 00:19:01.440 and you're trying to offer your service 518 00:19:01.440 --> 00:19:03.400 or the thing that you think is awesome, 519 00:19:03.400 --> 00:19:05.360 and you really have to convince them, 520 00:19:05.360 --> 00:19:06.600 like, oh, come on, like a, 521 00:19:06.600 --> 00:19:09.160 and they're like, ah, yeah, I don't know, like, 522 00:19:09.160 --> 00:19:11.440 ah, yeah, you know, I'll try that when I get a chance 523 00:19:11.440 --> 00:19:12.640 and blah, blah, blah. 524 00:19:12.640 --> 00:19:14.600 It's probably not the thing. 525 00:19:14.600 --> 00:19:17.280 But I remember like the most successful things I had, 526 00:19:17.280 --> 00:19:18.680 alpha brain, of course, is one of those. 527 00:19:18.680 --> 00:19:20.520 We had a sample batch, 528 00:19:20.520 --> 00:19:22.880 we gave it out to a few people who are curious, 529 00:19:22.880 --> 00:19:25.680 and then they couldn't stop hounding me 530 00:19:25.680 --> 00:19:27.360 to get more of my sample batch, right? 531 00:19:27.360 --> 00:19:29.760 I was like, yeah, like we got a little more, 532 00:19:29.760 --> 00:19:31.480 there'll be, I'm actually out, like I'm sorry, 533 00:19:31.480 --> 00:19:32.720 like you could just feel it, 534 00:19:32.720 --> 00:19:35.000 you could feel the demand coming in, 535 00:19:35.000 --> 00:19:38.440 and of course that ended up extending out 536 00:19:38.440 --> 00:19:40.480 to the whole rest of the world, you know? 537 00:19:40.480 --> 00:19:42.360 And so there's another, you know, 538 00:19:42.360 --> 00:19:44.840 I'm starting another supplement company actually now, 539 00:19:44.840 --> 00:19:46.640 and there's another product. 540 00:19:46.640 --> 00:19:48.280 We've been exploring a lot of different things, 541 00:19:48.280 --> 00:19:49.280 people are like, yeah, I tried it, 542 00:19:49.280 --> 00:19:50.360 I thought it was good, you know, 543 00:19:50.360 --> 00:19:52.520 like caramel apple flavor is kind of weird for me, 544 00:19:52.520 --> 00:19:53.920 but blah, blah, blah. 545 00:19:53.920 --> 00:19:55.400 But then there's this one that we got, 546 00:19:55.400 --> 00:19:56.920 and I'm not gonna share what it is, 547 00:19:56.960 --> 00:19:58.840 but there's one thing we got in our whole team, 548 00:19:58.840 --> 00:20:01.600 is like, yo, yo, you got any more of those samples? 549 00:20:01.600 --> 00:20:03.960 You got any more of those samples, bro? 550 00:20:03.960 --> 00:20:06.480 And I'm like, oh, we got a winner here, 551 00:20:06.480 --> 00:20:08.880 we got a winner because I'm not having to convince 552 00:20:08.880 --> 00:20:11.520 my homies to take it, they're like, they're hounding me, 553 00:20:11.520 --> 00:20:14.680 like, hey, can I dip in that private stash, you know? 554 00:20:14.680 --> 00:20:17.480 And so, and that's the same with services too. 555 00:20:17.480 --> 00:20:19.440 You know, it's like when, you know, 556 00:20:19.440 --> 00:20:21.720 one of the things that I don't do as a business, 557 00:20:21.720 --> 00:20:26.200 but I was a apprentice in a particular type of bodywork, 558 00:20:26.200 --> 00:20:28.000 I don't have to hound my friends 559 00:20:28.000 --> 00:20:29.840 if I want to off from some bodywork. 560 00:20:29.840 --> 00:20:32.240 They're like, fuck yeah, when now? 561 00:20:32.240 --> 00:20:34.360 Sure, like, well, don't you want to eat dinner? 562 00:20:34.360 --> 00:20:37.120 They're like, nah, fuck it, you know what I mean? 563 00:20:37.120 --> 00:20:39.600 So like when you know you have something good, 564 00:20:39.600 --> 00:20:42.920 it'll be reflected to you by your inner circle. 565 00:20:42.920 --> 00:20:45.400 And then when you feel that really like uphill, 566 00:20:45.400 --> 00:20:47.760 like it's uphill, like come do this healing, 567 00:20:47.760 --> 00:20:49.600 come do this thing, and it's like hard 568 00:20:49.600 --> 00:20:50.800 to get your friends to do it. 569 00:20:50.800 --> 00:20:52.720 It's probably gonna translate to being hard 570 00:20:52.720 --> 00:20:54.520 to get the world to do it. 571 00:20:54.520 --> 00:20:59.520 I will double click back on giving out free samples. 572 00:21:00.960 --> 00:21:03.720 You don't mean like the, like from a product's perspective, 573 00:21:03.720 --> 00:21:05.280 you're giving it out for free. 574 00:21:05.280 --> 00:21:07.040 And so fundamentally, you're incurring costs 575 00:21:07.040 --> 00:21:08.000 to give this thing to someone. 576 00:21:08.000 --> 00:21:09.960 And in your mind, you're incurring this huge cost 577 00:21:09.960 --> 00:21:12.200 because there's also all the time of formulation 578 00:21:12.200 --> 00:21:15.680 and getting the right capsize and like all that stuff. 579 00:21:15.680 --> 00:21:17.000 And you're giving them out. 580 00:21:17.000 --> 00:21:18.520 And the person just receives it in two seconds, 581 00:21:18.520 --> 00:21:20.040 but they don't know that it took you five months 582 00:21:20.040 --> 00:21:21.280 to put that whole thing together. 583 00:21:21.280 --> 00:21:23.080 And so you feel like you're like, 584 00:21:23.080 --> 00:21:25.360 you need to love this, right? 585 00:21:25.360 --> 00:21:26.960 But I think that you do it kind of effortlessly 586 00:21:26.960 --> 00:21:29.520 just from me, just from the five seconds of me 587 00:21:29.520 --> 00:21:31.800 just saying this, is that you're also giving 588 00:21:31.800 --> 00:21:33.680 without a lot of expectation. 589 00:21:33.680 --> 00:21:35.280 And the only expectation you have is that you tell me 590 00:21:35.280 --> 00:21:37.840 that it sucks, like just you serve me better 591 00:21:37.840 --> 00:21:40.440 by telling me it blows than by lying to me. 592 00:21:40.440 --> 00:21:43.480 And so this is also just like one of eight ways 593 00:21:43.480 --> 00:21:45.480 of talking to let people know about your stuff 594 00:21:45.480 --> 00:21:47.040 is letting friends know I just start there 595 00:21:47.040 --> 00:21:48.640 because it's the cheapest and easiest. 596 00:21:49.680 --> 00:21:52.320 But with services, you can do the same thing, 597 00:21:52.320 --> 00:21:54.520 but the nice thing with services is that you can change 598 00:21:54.520 --> 00:21:56.520 it kind of in real time based on feedback. 599 00:21:56.520 --> 00:22:00.080 And so asking someone if you can do something for them, 600 00:22:00.080 --> 00:22:02.120 you can change what you're asking to do for them 601 00:22:02.120 --> 00:22:03.320 until they're like, yeah, I would love that. 602 00:22:03.320 --> 00:22:04.600 Can you take care of that for me? 603 00:22:04.600 --> 00:22:06.040 And then all of a sudden you can see the interest, 604 00:22:06.040 --> 00:22:07.480 their eyes let up, engage with you. 605 00:22:07.480 --> 00:22:09.240 And you're like, okay, maybe this is right. 606 00:22:09.240 --> 00:22:10.880 But the whole time though, 607 00:22:10.880 --> 00:22:12.880 and maybe this committee will love this aspect 608 00:22:12.880 --> 00:22:14.640 is that if you give without reciprocity, 609 00:22:15.640 --> 00:22:18.760 you only get, because like the, sorry, 610 00:22:18.760 --> 00:22:19.800 give without expectation, 611 00:22:20.720 --> 00:22:22.920 then anything you get back is just bonus. 612 00:22:22.920 --> 00:22:25.000 If you're giving in order to, 613 00:22:25.000 --> 00:22:27.440 then you will always be let down. 614 00:22:27.440 --> 00:22:29.720 And that's like, that's just hard to take, 615 00:22:29.720 --> 00:22:31.400 but it's just reality. 616 00:22:31.400 --> 00:22:33.120 And so I think the more you can do that, 617 00:22:33.120 --> 00:22:35.440 I mean, the reason I built my brand in this way 618 00:22:35.440 --> 00:22:39.120 was just on the thesis that if I gave more stuff 619 00:22:39.120 --> 00:22:42.720 that was better than everyone else in my mind, 620 00:22:42.720 --> 00:22:45.480 I'm sure there are many people who do better things. 621 00:22:45.480 --> 00:22:48.640 For free that eventually, I had no, 622 00:22:49.480 --> 00:22:51.040 like there's no monetization master plan. 623 00:22:51.040 --> 00:22:53.440 It's just eventually an opportunity 624 00:22:53.440 --> 00:22:55.040 would come up that would make sense. 625 00:22:55.040 --> 00:22:57.720 And so, and it has worked out that way. 626 00:22:57.720 --> 00:22:59.280 But the amount of people that, you know, 627 00:22:59.280 --> 00:23:01.520 asked me to do X, Y and Z for a quick, 628 00:23:01.520 --> 00:23:04.000 you know, whatever money dollar is a lot 629 00:23:04.000 --> 00:23:05.440 and it continues to increase. 630 00:23:05.440 --> 00:23:07.680 But it's because they can see that there's this goodwill 631 00:23:07.680 --> 00:23:10.160 deposit in an audience. 632 00:23:10.160 --> 00:23:11.880 And it's just that the audience size just starts 633 00:23:11.880 --> 00:23:13.760 really small and it grows. 634 00:23:13.760 --> 00:23:16.240 And when I was starting out, 635 00:23:16.240 --> 00:23:18.080 one of the easiest frames of mine 636 00:23:18.080 --> 00:23:19.840 that helped me get through kind of like the shitty, 637 00:23:19.840 --> 00:23:20.960 the second way of letting people know 638 00:23:20.960 --> 00:23:22.120 is letting people know publicly 639 00:23:22.120 --> 00:23:24.760 when you post stuff on social media for free, 640 00:23:24.760 --> 00:23:25.720 is that when I would see like, 641 00:23:25.720 --> 00:23:27.160 I would click and see the little views 642 00:23:27.160 --> 00:23:28.960 and it'd be like 17 views. 643 00:23:30.720 --> 00:23:33.240 I actually imagined a room like this. 644 00:23:33.240 --> 00:23:34.080 So I was like, well, 645 00:23:34.080 --> 00:23:36.320 if I would get in front of a room of 17 people 646 00:23:36.320 --> 00:23:38.240 or 22 people and they wanted to hear something 647 00:23:38.240 --> 00:23:39.880 that I was like, that would feel fine. 648 00:23:39.880 --> 00:23:40.680 I'd be like, oh, cool. 649 00:23:40.680 --> 00:23:42.800 They like, this is like a class presentation. 650 00:23:42.800 --> 00:23:44.120 And so just frame me at that way 651 00:23:44.400 --> 00:23:46.840 in the real world rather than like looking at Instagram 652 00:23:46.840 --> 00:23:48.640 and social media metrics 653 00:23:48.640 --> 00:23:51.640 as in comparing those metrics to Mr. Beast, 654 00:23:51.640 --> 00:23:52.840 but just comparing it to the real world. 655 00:23:52.840 --> 00:23:54.520 I was like, oh, this is actually making an impact. 656 00:23:54.520 --> 00:23:57.560 And so that actually got me through a lot of the early, 657 00:23:57.560 --> 00:23:58.240 because a lot of people don't know, 658 00:23:58.240 --> 00:23:59.240 it's like my podcast, 659 00:23:59.240 --> 00:24:02.320 I was telling you the beginning of the story earlier. 660 00:24:02.320 --> 00:24:04.560 I made podcasts for, 661 00:24:04.560 --> 00:24:06.640 I'm now on my sixth as of July, 662 00:24:06.640 --> 00:24:08.920 I think my sixth year of making podcasts. 663 00:24:08.920 --> 00:24:12.000 For the first four to half years, 664 00:24:12.080 --> 00:24:14.640 I averaged two to three thousand downloads a month. 665 00:24:14.640 --> 00:24:15.720 And that's okay. 666 00:24:15.720 --> 00:24:18.200 There's nothing wrong with that, 667 00:24:18.200 --> 00:24:20.960 but it stayed there for the entire time. 668 00:24:20.960 --> 00:24:24.280 But for me, I was like, I'm giving a keynote every month. 669 00:24:24.280 --> 00:24:27.000 All right, that's not bad. 670 00:24:27.000 --> 00:24:29.640 Three times a week, I do that in total 671 00:24:29.640 --> 00:24:32.680 and that all of those together is a keynote every month. 672 00:24:32.680 --> 00:24:33.920 And I was like, that's not bad. 673 00:24:33.920 --> 00:24:35.560 So if I had to talk for a full day, 674 00:24:35.560 --> 00:24:37.440 because that's pretty much what a month of podcast was, 675 00:24:37.440 --> 00:24:39.800 I was like, for a keynote, that's a worthy trade. 676 00:24:39.800 --> 00:24:40.840 And so I think if you can reframe it, 677 00:24:40.840 --> 00:24:44.600 that way it can get you through the early rise. 678 00:24:46.560 --> 00:24:47.400 We'll go quiz. 679 00:24:47.400 --> 00:24:49.720 You guys already know that I don't run any ads on this 680 00:24:49.720 --> 00:24:51.040 and I don't sell anything. 681 00:24:51.040 --> 00:24:52.880 And so the only ask that I can ever have 682 00:24:52.880 --> 00:24:54.240 are you guys that you help me spread the word 683 00:24:54.240 --> 00:24:55.760 so we can have more entrepreneurs, 684 00:24:55.760 --> 00:24:57.480 make more money, feed their families, 685 00:24:57.480 --> 00:24:59.880 make better products and have better experiences 686 00:24:59.880 --> 00:25:01.480 for their employees and customers. 687 00:25:01.480 --> 00:25:03.720 And the only way we do that is if you can rate 688 00:25:03.720 --> 00:25:05.920 and review and share this podcast. 689 00:25:05.920 --> 00:25:07.280 So the single thing that I have to do, 690 00:25:07.280 --> 00:25:08.520 is you can just leave review, 691 00:25:08.520 --> 00:25:10.480 let's take 10 seconds or one type of the thumb. 692 00:25:10.480 --> 00:25:12.560 It means the absolute will to me and more importantly, 693 00:25:12.560 --> 00:25:14.520 it may change the world to someone else. 694 00:25:16.120 --> 00:25:21.120 And comparison is such a challenging thing to deal with 695 00:25:22.240 --> 00:25:24.160 because you start comparing yourself 696 00:25:24.160 --> 00:25:27.320 to the people that you follow and the people that you like. 697 00:25:27.320 --> 00:25:30.400 You can get in some really negative psychological feedback 698 00:25:30.400 --> 00:25:31.240 loops. 699 00:25:31.240 --> 00:25:35.640 I remember my podcast kind of plateaued around 2015, 2016 700 00:25:35.640 --> 00:25:40.200 at like 25,000, 30,000 people and it's just stuck there. 701 00:25:40.200 --> 00:25:42.840 And I got like kind of hella discouraged. 702 00:25:42.840 --> 00:25:43.960 And then somebody goes, 703 00:25:43.960 --> 00:25:46.160 what was the last time you went to a basketball game, man? 704 00:25:46.160 --> 00:25:48.760 I was like, oh, yeah, I went to a Lakers game, 705 00:25:48.760 --> 00:25:49.600 a little while ago. 706 00:25:49.600 --> 00:25:51.520 I was like, how many people were sitting there? 707 00:25:51.520 --> 00:25:54.080 I was like, oh, I don't know, 20,000? 708 00:25:54.080 --> 00:25:57.080 And I was like, yeah, your podcast is reaching more than that. 709 00:25:57.080 --> 00:25:59.080 And I was like, imagining that stadium. 710 00:25:59.080 --> 00:26:01.160 I was like, oh shit, you're right. 711 00:26:01.160 --> 00:26:02.880 Why am I being disappointed? 712 00:26:02.880 --> 00:26:05.480 It was because I was looking at Rogan's numbers, 713 00:26:05.480 --> 00:26:07.040 looking at Tim Ferriss's numbers. 714 00:26:07.040 --> 00:26:08.000 And these are my homies, you know? 715 00:26:08.000 --> 00:26:10.480 So I was like, well, these are my friends 716 00:26:10.480 --> 00:26:11.560 and they're fucking killing it. 717 00:26:11.560 --> 00:26:12.760 And I'm stuck. 718 00:26:12.760 --> 00:26:15.280 But that perspective shift shifted everything. 719 00:26:15.280 --> 00:26:18.040 And it like reinvigorated my love for the podcast. 720 00:26:18.040 --> 00:26:20.960 And it's important to, yes, look out at the field 721 00:26:20.960 --> 00:26:22.640 and be aspirational about it. 722 00:26:22.640 --> 00:26:27.000 But comparison is really the root of all difficulty. 723 00:26:27.000 --> 00:26:30.560 One thing I say is competition is sacred comparison 724 00:26:30.560 --> 00:26:31.680 is profane. 725 00:26:31.680 --> 00:26:32.680 You know what I mean? 726 00:26:32.680 --> 00:26:35.120 Like compete, go out there, compete, set your sights 727 00:26:35.120 --> 00:26:37.200 on some of those people and be like, all right. 728 00:26:37.200 --> 00:26:38.760 Like, I think I got the goods. 729 00:26:38.760 --> 00:26:42.160 I'm coming for you in that loving, friendly, competitive ways. 730 00:26:42.160 --> 00:26:44.280 Same way I'll come at it on the basketball court. 731 00:26:44.280 --> 00:26:45.320 I'ma come for you. 732 00:26:45.320 --> 00:26:48.560 I'ma come for your ankles, you know, like, let's go. 733 00:26:48.560 --> 00:26:52.160 And then at the same time, but not getting lost 734 00:26:52.160 --> 00:26:54.640 in that comparison, which then demoralizes you 735 00:26:54.640 --> 00:26:57.560 and then puts you into a state of inaction. 736 00:26:57.560 --> 00:26:59.360 I actually really like this topic a lot. 737 00:26:59.360 --> 00:27:01.080 And I won't spend too much on it. 738 00:27:01.080 --> 00:27:04.120 But the nuance of comparison, I find really interesting. 739 00:27:04.120 --> 00:27:07.560 Because I find comparison to be an exceptional tool, 740 00:27:07.560 --> 00:27:10.400 it's the judgment of the comparison that hurts, right? 741 00:27:10.400 --> 00:27:14.640 So it's like, I can say that Brogan is doing better than me. 742 00:27:14.640 --> 00:27:15.160 Period. 743 00:27:15.160 --> 00:27:16.160 And that's objective. 744 00:27:16.160 --> 00:27:17.160 There's nothing wrong with that. 745 00:27:17.160 --> 00:27:18.160 He's doing better than me. 746 00:27:18.160 --> 00:27:21.400 He's got more listeners, all that stuff. 747 00:27:21.400 --> 00:27:23.400 It's where it's like he's doing better than me. 748 00:27:23.400 --> 00:27:26.600 And therefore, I suck is the second part, 749 00:27:26.600 --> 00:27:28.320 I think, that people get in trouble with. 750 00:27:28.320 --> 00:27:31.040 So I love comparison from a measuring tool perspective, 751 00:27:31.040 --> 00:27:32.480 just not as a judgment tool. 752 00:27:32.480 --> 00:27:33.680 And I think that's been helpful for me 753 00:27:33.680 --> 00:27:35.960 because then I can look at everyone's stuff 754 00:27:35.960 --> 00:27:37.640 and say, what is he doing better than me? 755 00:27:37.640 --> 00:27:39.440 Because one of my big rules and businesses 756 00:27:39.440 --> 00:27:40.600 is that if someone's making more money than me, 757 00:27:40.600 --> 00:27:42.400 they're better at the game of business in some way. 758 00:27:42.400 --> 00:27:44.160 And that has served me really well. 759 00:27:44.160 --> 00:27:45.200 Because a lot of people don't like to, 760 00:27:45.200 --> 00:27:46.320 well, I don't like what they do. 761 00:27:46.320 --> 00:27:47.800 It's like, okay, what do they make more money than you? 762 00:27:47.800 --> 00:27:50.760 Yeah, but they're not, what are they doing better than you? 763 00:27:50.760 --> 00:27:51.920 Because they're making more money than you. 764 00:27:51.920 --> 00:27:55.240 And the nice thing in business is that it's a very objective game. 765 00:27:55.240 --> 00:27:59.080 Like you can see how someone's doing objective. 766 00:27:59.080 --> 00:28:00.280 Like they're doing better. 767 00:28:00.280 --> 00:28:01.760 And so it means that they're doing something 768 00:28:01.760 --> 00:28:04.840 or they did something prior to that point better than you did. 769 00:28:04.840 --> 00:28:05.840 And I think dissecting that, 770 00:28:05.840 --> 00:28:07.720 like the reason that I'm on this stage right now 771 00:28:07.720 --> 00:28:10.880 is because Kylie Jenner was on the front of Forbes 772 00:28:10.880 --> 00:28:12.200 when she was 20. 773 00:28:12.200 --> 00:28:17.160 And when I was 27, I felt like really cool. 774 00:28:17.160 --> 00:28:19.400 Like I was, I think I told him just under 20 million 775 00:28:19.400 --> 00:28:20.600 that year, personally. 776 00:28:20.600 --> 00:28:23.000 And I was like, I'm good at business. 777 00:28:23.000 --> 00:28:25.280 And then she was a billionaire and she was a girl 778 00:28:25.280 --> 00:28:27.440 and she was eight years younger than me. 779 00:28:27.440 --> 00:28:29.040 And I was like, what the fuck? 780 00:28:29.880 --> 00:28:32.480 And so now I did feel terrible. 781 00:28:33.960 --> 00:28:36.800 But I was like, she is doing something, 782 00:28:36.800 --> 00:28:38.680 she understands something that I don't understand. 783 00:28:38.680 --> 00:28:40.240 And at that point it was brand. 784 00:28:40.240 --> 00:28:41.200 I didn't get it. 785 00:28:41.200 --> 00:28:43.120 I was super transactional with business, 786 00:28:43.120 --> 00:28:45.840 which was just like, I was all about like conversion and optimization, 787 00:28:45.840 --> 00:28:48.240 how much they like, what are our CPM like cost per impression, 788 00:28:48.240 --> 00:28:50.000 how much we're spending, how much we're making, 789 00:28:50.000 --> 00:28:52.320 like, what are conversion rates across the whole process? 790 00:28:52.320 --> 00:28:53.360 Like, where can we do more upsell? 791 00:28:53.360 --> 00:28:55.640 All that kind of stuff, it was all quant. 792 00:28:55.800 --> 00:29:00.760 And when I saw her just like overnight become a billionaire, 793 00:29:00.760 --> 00:29:04.520 I questioned kind of like my fundamentals around business. 794 00:29:04.520 --> 00:29:05.320 And it was that. 795 00:29:05.320 --> 00:29:08.520 And then the rock and then Clooney and then Conor McGregor 796 00:29:08.520 --> 00:29:10.520 and Huda Beauty, all of these people 797 00:29:10.520 --> 00:29:12.080 starting these billion dollar brands overnight 798 00:29:12.080 --> 00:29:15.080 that I was like, I don't understand brand. 799 00:29:15.080 --> 00:29:18.400 And so that's what actually launched me into doing this. 800 00:29:18.400 --> 00:29:19.720 It was only because of that. 801 00:29:19.720 --> 00:29:22.640 And it was, but I think if there had been a flip side of like, 802 00:29:22.640 --> 00:29:25.080 well, it's just because Chris jenders her mom and whatever 803 00:29:25.080 --> 00:29:27.880 to protect me like my ego, then I don't think I'd be here. 804 00:29:27.880 --> 00:29:30.480 And so I think it is valuable to compare 805 00:29:30.480 --> 00:29:33.560 and be able to pull out like what they're doing better than you 806 00:29:33.560 --> 00:29:34.800 and then just looked at that objectively. 807 00:29:34.800 --> 00:29:36.480 Like, I'm not saying I want her brand, 808 00:29:36.480 --> 00:29:39.520 but I can see what she did and then emulate that in my way. 809 00:29:39.520 --> 00:29:41.080 Or at least that's how I see it. 810 00:29:41.080 --> 00:29:43.240 And and prove it. 811 00:29:43.240 --> 00:29:45.600 If you believe you're better, go prove it. 812 00:29:45.600 --> 00:29:47.000 You know, like that's the reality. 813 00:29:47.000 --> 00:29:50.560 So many times, you know, you'll get this and people, 814 00:29:50.560 --> 00:29:52.320 I mean, people do it with me all the time. 815 00:29:52.320 --> 00:29:53.320 You know, they'll be like, oh, yeah, 816 00:29:53.320 --> 00:29:55.040 I must have been nice to daddy's money. 817 00:29:55.040 --> 00:29:58.360 My dad, my dad went insane when I was 30, 818 00:29:58.360 --> 00:30:00.960 like literally lost his mind, you know, like, 819 00:30:00.960 --> 00:30:04.720 and I started on into 31 and there was not a dollar 820 00:30:04.720 --> 00:30:06.960 that came from my family or came from my parents, 821 00:30:06.960 --> 00:30:09.160 but my dad was a very successful commodity trader. 822 00:30:09.160 --> 00:30:10.960 He's written them out in books and things like that. 823 00:30:10.960 --> 00:30:12.520 People don't know the fucking story, 824 00:30:12.520 --> 00:30:15.200 but they want to say that I was successful 825 00:30:15.200 --> 00:30:16.840 because oh, it must have been daddy's money. 826 00:30:16.840 --> 00:30:18.800 It must be nice, must be nice. 827 00:30:18.800 --> 00:30:20.720 And then you get all of these things where people try 828 00:30:20.720 --> 00:30:23.480 to discredit your success based upon their own things 829 00:30:23.480 --> 00:30:25.080 because they don't want to look hard at themselves 830 00:30:25.080 --> 00:30:27.680 and say, shit, maybe I could have done that too. 831 00:30:27.680 --> 00:30:28.920 You know, maybe I could have raised, 832 00:30:28.920 --> 00:30:30.840 I mean, I raised a hundred on it started 833 00:30:30.840 --> 00:30:33.880 as ultimately a nine figure business. 834 00:30:33.880 --> 00:30:37.640 It started with I scraped together $110,000 835 00:30:37.640 --> 00:30:39.280 from one my best friend, Bodie, 836 00:30:39.280 --> 00:30:41.080 and another this investment banker 837 00:30:41.080 --> 00:30:42.360 who I've done a lot of work with 838 00:30:42.360 --> 00:30:43.560 and working with other companies 839 00:30:43.560 --> 00:30:45.680 and making pitch decks for him and just helping him out. 840 00:30:45.680 --> 00:30:48.080 And neither one of them even looked at the business plan, 841 00:30:48.080 --> 00:30:50.040 but they like, they love me and they're like, 842 00:30:50.040 --> 00:30:51.840 yeah, bro, and like, are you into this? 843 00:30:51.840 --> 00:30:53.600 And I was like, yeah, I'm into this. 844 00:30:53.600 --> 00:30:56.960 And we never had a series A, we never raised any other money. 845 00:30:56.960 --> 00:30:59.520 We just grew it from that amount of money 846 00:30:59.520 --> 00:31:00.880 to a nine figure business. 847 00:31:00.880 --> 00:31:02.560 And that's just actually how it went. 848 00:31:02.560 --> 00:31:04.080 Now, I'm not going to discredit 849 00:31:04.080 --> 00:31:06.520 that my father implanted psychological ideas 850 00:31:06.520 --> 00:31:07.600 because he made his own money. 851 00:31:07.600 --> 00:31:10.000 He started with a $30,000 account, 852 00:31:10.000 --> 00:31:12.800 turned it into $40 million as a pioneer in futures trading. 853 00:31:12.800 --> 00:31:16.160 So he believed in himself and he gave me that belief 854 00:31:16.160 --> 00:31:18.240 and that is a privilege that I had a model 855 00:31:18.240 --> 00:31:21.680 of somebody who said, son, like, if you're good enough, 856 00:31:21.680 --> 00:31:23.360 you'll be able to make it. 857 00:31:23.360 --> 00:31:24.520 But that's what I got. 858 00:31:24.520 --> 00:31:26.920 And that's invaluable, granted. 859 00:31:26.920 --> 00:31:29.960 But people will always try to discredit what you do 860 00:31:29.960 --> 00:31:31.880 because they don't want to look hard in the mirror 861 00:31:31.880 --> 00:31:34.800 and say, fuck, I could do that too. 862 00:31:34.800 --> 00:31:36.760 Like, it's possible for me. 863 00:31:36.760 --> 00:31:38.000 I really like this a lot. 864 00:31:39.840 --> 00:31:41.160 No, I do, I really do. 865 00:31:44.520 --> 00:31:46.040 Because the must be nice perspective 866 00:31:46.040 --> 00:31:48.600 is actually one of my favorites. 867 00:31:48.600 --> 00:31:52.880 Because I feel like if you're playing chess, right, 868 00:31:52.880 --> 00:31:54.160 they're like making a chess move out. 869 00:31:54.160 --> 00:31:55.040 You're like, must be nice. 870 00:31:55.040 --> 00:31:57.440 And they want to discredit whatever it is. 871 00:31:57.440 --> 00:32:01.520 But I spent a lot of time trying to think about the right. 872 00:32:01.520 --> 00:32:03.400 What's the right answer? 873 00:32:03.400 --> 00:32:05.360 And at least for me, it's been, you're right. 874 00:32:10.680 --> 00:32:12.360 And then you just keep living your life. 875 00:32:12.360 --> 00:32:19.400 So, because at the end of the day, let's say all of my success, 876 00:32:19.400 --> 00:32:23.440 I owe to my father, which I came out as a sperm, so sure. 877 00:32:23.440 --> 00:32:24.360 You're right. 878 00:32:24.360 --> 00:32:27.120 And to the same degree I was born in America. 879 00:32:27.120 --> 00:32:28.680 I was born as a man. 880 00:32:28.680 --> 00:32:31.200 Both my parents were there for the first five years. 881 00:32:31.200 --> 00:32:31.720 You know what I mean? 882 00:32:31.720 --> 00:32:33.880 So like, sure. 883 00:32:33.880 --> 00:32:34.480 You're right. 884 00:32:37.480 --> 00:32:40.840 Because at the end of the day, the stuff needs doing, right? 885 00:32:40.840 --> 00:32:43.240 And so like, to build a business of this size, 886 00:32:43.240 --> 00:32:45.400 these are the activities that create that. 887 00:32:45.400 --> 00:32:47.080 And so you can be an absolute douchebag. 888 00:32:47.080 --> 00:32:51.600 You can be a white guy, a black guy, a girl, in Pakistan, whatever. 889 00:32:51.600 --> 00:32:54.200 And if you do those things, you get the outcome. 890 00:32:54.200 --> 00:32:55.960 If more people find out about your stuff, 891 00:32:55.960 --> 00:32:57.400 you will make more money. 892 00:32:57.400 --> 00:32:58.600 Fight me. 893 00:32:58.600 --> 00:33:00.720 If, right. 894 00:33:00.720 --> 00:33:05.080 It's just like, I try and make bets on the objective truths. 895 00:33:05.080 --> 00:33:08.880 And so like, I'm circling back to money, get back to it. 896 00:33:09.720 --> 00:33:14.960 If you want to win on plans that don't require luck. 897 00:33:14.960 --> 00:33:18.120 And so if more people find out about my stuff, 898 00:33:18.120 --> 00:33:19.800 I'll make more money, okay? 899 00:33:19.800 --> 00:33:22.840 If more people like my product and tell their friends, 900 00:33:22.840 --> 00:33:24.200 I'll make more money. 901 00:33:24.200 --> 00:33:25.720 If every person who bought my product 902 00:33:25.720 --> 00:33:26.880 told at least one other person, 903 00:33:26.880 --> 00:33:28.760 I would never need to advertise ever again. 904 00:33:28.760 --> 00:33:30.440 So if that were the actual problem, 905 00:33:30.440 --> 00:33:34.280 why would I not put all of my emphasis on solving for that? 906 00:33:34.280 --> 00:33:35.280 Like that alone. 907 00:33:35.280 --> 00:33:38.680 Because if you accomplish that one thing, you're done. 908 00:33:38.720 --> 00:33:40.720 And so people spend a lot of time on the logo, 909 00:33:40.720 --> 00:33:43.480 the brand, the website, the colors, the whatever. 910 00:33:43.480 --> 00:33:45.800 When it's like, how do I make it so good 911 00:33:45.800 --> 00:33:49.040 that people A or like, oh my God, I have to get this. 912 00:33:49.040 --> 00:33:50.720 And let me tell my friends about it 913 00:33:50.720 --> 00:33:51.840 after I've consumed it. 914 00:33:51.840 --> 00:33:53.960 And if that's where you put the disproportionate amount 915 00:33:53.960 --> 00:33:56.960 of your energy, you'll get a leverage return. 916 00:33:56.960 --> 00:33:59.080 And so I talk about leverage a lot 917 00:33:59.080 --> 00:34:01.720 because I just believe the game of business 918 00:34:01.720 --> 00:34:03.040 about leverage and to define leverage, 919 00:34:03.040 --> 00:34:04.200 it's the difference between what you put in 920 00:34:04.200 --> 00:34:05.440 and what you get out, right? 921 00:34:05.440 --> 00:34:08.560 So if I do, if I DM people one on one, 922 00:34:08.560 --> 00:34:10.960 I put a certain amount of effort in and I get something out. 923 00:34:10.960 --> 00:34:13.680 If I use a dialer that does 10 times the amount, 924 00:34:13.680 --> 00:34:15.360 I put the same amount in in terms of effort, 925 00:34:15.360 --> 00:34:16.680 but I might get 10 times back. 926 00:34:16.680 --> 00:34:18.760 So that technology gave me leverage, right? 927 00:34:18.760 --> 00:34:19.880 If I can borrow someone else's money 928 00:34:19.880 --> 00:34:22.040 to start a business 10 times bigger right off the bat, 929 00:34:22.040 --> 00:34:23.240 that's leverage, right? 930 00:34:23.240 --> 00:34:24.480 It's just the difference between what you put in 931 00:34:24.480 --> 00:34:26.640 and what you get out and brand, for example, 932 00:34:26.640 --> 00:34:28.600 the reason I think it's a worthwhile endeavor 933 00:34:28.600 --> 00:34:33.080 to invest in it is because if you build it one time, 934 00:34:33.080 --> 00:34:35.280 then you can use it multiple times. 935 00:34:35.280 --> 00:34:38.720 So it's the idea of build once, sell twice. 936 00:34:38.720 --> 00:34:40.280 So if you can build things that like, 937 00:34:40.280 --> 00:34:42.360 I mean, you spent a long time on alpha brain 938 00:34:42.360 --> 00:34:45.240 and the work that you did on the onset of alpha brain 939 00:34:45.240 --> 00:34:47.120 continues to pay dividends to this day. 940 00:34:47.120 --> 00:34:48.320 That's a high leverage activity. 941 00:34:48.320 --> 00:34:50.720 In those early years, you put a lot in, 942 00:34:50.720 --> 00:34:52.920 but then there was significantly more on the tail. 943 00:34:52.920 --> 00:34:55.680 And so the rush is ultimately what kills most people 944 00:34:55.680 --> 00:34:58.080 because they're so concerned about like, 945 00:34:58.080 --> 00:34:59.080 I need to make money tomorrow 946 00:34:59.080 --> 00:35:00.880 and I can appreciate the short-term need for that. 947 00:35:00.880 --> 00:35:04.120 If any of you guys know my story, I get that. 948 00:35:04.120 --> 00:35:07.960 But as much as you possibly can balance, 949 00:35:07.960 --> 00:35:09.680 how can I solve a problem for good 950 00:35:09.680 --> 00:35:12.000 so that I can just move on to the next boss 951 00:35:12.000 --> 00:35:13.960 rather than having to keep fighting every month 952 00:35:13.960 --> 00:35:15.680 to pay payroll or pay myself 953 00:35:15.680 --> 00:35:17.520 or make whatever not I need to make? 954 00:35:17.520 --> 00:35:20.600 And so building a brand works like that. 955 00:35:20.600 --> 00:35:22.040 In terms of if more people, 956 00:35:22.040 --> 00:35:24.280 my reputation can spread on its own 957 00:35:24.280 --> 00:35:26.120 then I don't need to do more advertising 958 00:35:26.120 --> 00:35:27.960 to get more customers. 959 00:35:27.960 --> 00:35:30.680 And so I'm gonna hit the eight real quick 960 00:35:30.680 --> 00:35:33.040 just because I think it'll be helpful for you guys. 961 00:35:33.040 --> 00:35:35.160 But you can reach out to friends 101. 962 00:35:35.160 --> 00:35:36.720 You can reach out to strangers one-on-one. 963 00:35:36.720 --> 00:35:38.800 That's cold calls, cold DMs, cold messages, whatever. 964 00:35:38.800 --> 00:35:40.760 You start with friends because they're a little nicer. 965 00:35:40.760 --> 00:35:42.200 I go to strangers. 966 00:35:42.200 --> 00:35:43.760 You can post content publicly 967 00:35:43.760 --> 00:35:44.920 where you can run paid ads. 968 00:35:44.920 --> 00:35:45.960 Those are the only four things 969 00:35:45.960 --> 00:35:48.360 that you can do to let other people know about your stuff. 970 00:35:48.360 --> 00:35:50.440 And so right now, if you're like the majority of my day, 971 00:35:50.440 --> 00:35:51.320 I'm not making money 972 00:35:51.320 --> 00:35:54.480 and I'm not doing those four things, you're fucked. 973 00:35:54.480 --> 00:35:55.880 You're not gonna make more money. 974 00:35:55.880 --> 00:35:57.080 Like those are the only four things 975 00:35:57.080 --> 00:35:59.320 that one person can do to let other people know about their stuff. 976 00:35:59.320 --> 00:36:00.560 Period. 977 00:36:00.560 --> 00:36:03.360 Now, the more leverage is getting other people 978 00:36:03.360 --> 00:36:04.640 to do that stuff for you. 979 00:36:04.640 --> 00:36:07.080 And so version number one is that you get your customers 980 00:36:07.080 --> 00:36:08.520 to do those core four for you. 981 00:36:08.520 --> 00:36:10.000 They tell their friends, they tell strangers, 982 00:36:10.000 --> 00:36:12.160 they tell their audience by posting about your stuff, 983 00:36:12.160 --> 00:36:14.200 leaving a review, leaving a testimonial, whatever. 984 00:36:14.200 --> 00:36:15.920 Or now they're probably not gonna run ads for you, 985 00:36:15.920 --> 00:36:16.880 but those are the four things 986 00:36:16.880 --> 00:36:18.800 that that customer could do on your behalf. 987 00:36:18.800 --> 00:36:20.960 You could get an employee to do that. 988 00:36:20.960 --> 00:36:21.800 So you hire somebody who's like, 989 00:36:21.800 --> 00:36:23.280 hey, I've got this system where I reach out 990 00:36:23.280 --> 00:36:25.040 to this many people aren't cold emails, 991 00:36:25.040 --> 00:36:26.480 many people aren't cold, call this many people. 992 00:36:26.480 --> 00:36:27.640 I make this amount of content. 993 00:36:27.640 --> 00:36:29.440 Can you, I'll record these videos, can you edit it 994 00:36:29.440 --> 00:36:31.360 and cut it so I can do more, right? 995 00:36:31.360 --> 00:36:32.360 So you get some time back. 996 00:36:32.360 --> 00:36:35.000 So now you just record and then they do all 997 00:36:35.000 --> 00:36:36.080 the cutting and distribution. 998 00:36:36.080 --> 00:36:39.120 So you get more for what you put in leverage. 999 00:36:39.120 --> 00:36:41.400 You can hire an advertising agency 1000 00:36:41.400 --> 00:36:44.640 to either make content for you or run ads for you, right? 1001 00:36:44.640 --> 00:36:46.400 Those are things that there's also 1002 00:36:46.400 --> 00:36:48.760 cold outbound agencies that do that as well. 1003 00:36:48.760 --> 00:36:50.280 You can hire an agency to do it. 1004 00:36:50.280 --> 00:36:52.440 And then finally, you can get affiliates, 1005 00:36:52.440 --> 00:36:53.680 which is just other businesses 1006 00:36:53.680 --> 00:36:55.360 that already have your customers. 1007 00:36:55.360 --> 00:36:58.160 And so affiliates also work like influencers 1008 00:36:58.240 --> 00:37:00.400 like Rogan would be an ad equity and whatnot. 1009 00:37:00.400 --> 00:37:02.800 But fundamentally, somebody who already has 1010 00:37:02.800 --> 00:37:04.960 your customer base, they've already done all of the work 1011 00:37:04.960 --> 00:37:05.960 to assemble everyone. 1012 00:37:05.960 --> 00:37:07.560 They already have everyone's attention. 1013 00:37:07.560 --> 00:37:10.320 And then you make, and this is why the thing 1014 00:37:10.320 --> 00:37:12.120 that we started with is with deals, 1015 00:37:13.160 --> 00:37:14.720 you make an agreement that makes sense. 1016 00:37:14.720 --> 00:37:15.840 And so maybe you do have a friend 1017 00:37:15.840 --> 00:37:18.160 that has a medium size following. 1018 00:37:18.160 --> 00:37:19.840 Treat them as though they weren't your friend 1019 00:37:19.840 --> 00:37:21.720 and ask them to treat you like you're not friends. 1020 00:37:21.720 --> 00:37:23.640 And then if you can still come to a deal, 1021 00:37:23.640 --> 00:37:25.280 then you'll both benefit 1022 00:37:25.280 --> 00:37:27.960 because you would have done it anyways with a stranger. 1023 00:37:27.960 --> 00:37:29.840 And so those are the four ways 1024 00:37:29.840 --> 00:37:32.120 so you can other people to promote your stuff. 1025 00:37:32.120 --> 00:37:35.240 And so right now, if you're not using the Core 4 1026 00:37:35.240 --> 00:37:37.320 because you can use the Core 4 to get those other ones. 1027 00:37:37.320 --> 00:37:39.600 So you can use the Core 4 paid ads 1028 00:37:39.600 --> 00:37:42.840 outreach posting content to get employees. 1029 00:37:42.840 --> 00:37:44.440 You can use those to get affiliates. 1030 00:37:44.440 --> 00:37:45.760 You can use those to get agencies. 1031 00:37:45.760 --> 00:37:47.440 You can do those to get customers. 1032 00:37:47.440 --> 00:37:49.120 And then that's the cycle. 1033 00:37:49.120 --> 00:37:51.280 So you use those four, get customers, 1034 00:37:51.280 --> 00:37:52.840 and then those customers use the Core 4 1035 00:37:52.840 --> 00:37:53.840 to get you more customers. 1036 00:37:53.840 --> 00:37:55.520 Use the Core 4 to get affiliates, 1037 00:37:55.520 --> 00:37:56.640 who then gets your customers, 1038 00:37:56.640 --> 00:37:57.800 and then it goes in around and around. 1039 00:37:57.800 --> 00:37:58.960 Is this making sense? 1040 00:37:58.960 --> 00:38:02.400 Okay, so if you're not spending your time doing that, 1041 00:38:02.400 --> 00:38:05.280 you are not spending your time trying to build your business. 1042 00:38:08.080 --> 00:38:12.400 What about for people who are listening right now 1043 00:38:12.400 --> 00:38:16.360 and they're like, damn, I don't know if my product's that good. 1044 00:38:16.360 --> 00:38:18.520 I don't know if my service is that good. 1045 00:38:18.520 --> 00:38:19.800 And they're thinking like, 1046 00:38:19.800 --> 00:38:23.840 I think I gotta go back and IDA and figure this out. 1047 00:38:23.840 --> 00:38:26.040 Like what do you, what advice do you have 1048 00:38:26.040 --> 00:38:27.120 for that type of person? 1049 00:38:27.120 --> 00:38:31.000 So there is a baseline of promotion that you have to have. 1050 00:38:31.000 --> 00:38:33.200 Because like again, like let's base this on absolutes. 1051 00:38:33.200 --> 00:38:36.520 If no one knows about your stuff, you will make nothing ever. 1052 00:38:36.520 --> 00:38:38.280 So someone has to find out about it. 1053 00:38:38.280 --> 00:38:39.520 So you have to promote first. 1054 00:38:39.520 --> 00:38:41.920 You have to let people know that you have a thing. 1055 00:38:41.920 --> 00:38:44.000 Now, scaling that promotion, 1056 00:38:44.000 --> 00:38:45.800 you only wanna do when you know the thing's good. 1057 00:38:45.800 --> 00:38:48.000 But in the beginning, you will have to let people know 1058 00:38:48.000 --> 00:38:50.800 and you have to accept the fact that it won't be as good. 1059 00:38:50.800 --> 00:38:52.560 And the reason I'm a big fan of the samples 1060 00:38:52.560 --> 00:38:53.920 is that it lowers the stakes, 1061 00:38:53.920 --> 00:38:56.840 especially in your personal reputation. 1062 00:38:56.840 --> 00:38:59.160 And so you're like, hey, I've got this new service 1063 00:38:59.160 --> 00:39:00.080 that I'm trying out. 1064 00:39:00.080 --> 00:39:00.920 Can I try it out? 1065 00:39:00.920 --> 00:39:02.200 Like can I give it to you? 1066 00:39:02.200 --> 00:39:04.520 Can I gift this to you, please, right? 1067 00:39:04.520 --> 00:39:05.840 Now, if no one wants to take your free thing, 1068 00:39:05.840 --> 00:39:07.240 that's great feedback. 1069 00:39:07.240 --> 00:39:08.240 Like this is probably not something 1070 00:39:08.240 --> 00:39:09.440 that they're gonna pay for, right? 1071 00:39:09.440 --> 00:39:11.240 But if people are willing to take the free thing, 1072 00:39:11.240 --> 00:39:12.400 there's three ways you can make money 1073 00:39:12.400 --> 00:39:14.040 from somebody you give away for free. 1074 00:39:14.040 --> 00:39:16.320 Number one is that they become a paying customer. 1075 00:39:16.320 --> 00:39:17.160 Awesome. 1076 00:39:17.160 --> 00:39:19.440 They're like, hey, I've given this to so many people 1077 00:39:19.440 --> 00:39:21.560 that I actually can't take the demand anymore. 1078 00:39:21.560 --> 00:39:22.840 And so I have to put a pay wallet 1079 00:39:22.840 --> 00:39:25.360 because I just, my time's limited and people get that. 1080 00:39:25.360 --> 00:39:26.520 Of course, well, I am willing to pay. 1081 00:39:26.520 --> 00:39:27.360 Great. 1082 00:39:27.360 --> 00:39:28.200 Version number one. 1083 00:39:28.200 --> 00:39:29.560 Version number two is, they say, you know what? 1084 00:39:29.560 --> 00:39:31.120 I can't financially whatever right now, 1085 00:39:31.120 --> 00:39:32.040 but I think this is awesome. 1086 00:39:32.040 --> 00:39:33.680 And you're like, great, can you leave me a review? 1087 00:39:33.680 --> 00:39:35.120 And so then they leave you a testimonial case 1088 00:39:35.120 --> 00:39:37.320 that you would ever so that you can then use that 1089 00:39:37.320 --> 00:39:38.480 to get you another customer. 1090 00:39:40.120 --> 00:39:42.480 And the third way, I haven't my book, 1091 00:39:42.480 --> 00:39:44.360 but I forgot what it is, but it's in there. 1092 00:39:44.360 --> 00:39:49.040 But that's, but basically, they can leave you a review, 1093 00:39:49.040 --> 00:39:49.920 they can send you a referral, 1094 00:39:49.920 --> 00:39:52.160 or they, actually, I think I just called two as one. 1095 00:39:52.160 --> 00:39:54.920 They can get you another customer as a referral. 1096 00:39:54.920 --> 00:39:56.200 Yeah, so they leave you a review, 1097 00:39:56.200 --> 00:39:58.320 get you another customer, or they themselves become 1098 00:39:58.320 --> 00:39:59.440 a customer for you. 1099 00:39:59.440 --> 00:40:02.160 And all of those come from you just giving something for free. 1100 00:40:02.160 --> 00:40:04.920 And so if you're like, okay, well, my shit sucks, 1101 00:40:04.920 --> 00:40:07.320 fine, give it to him for free, 1102 00:40:07.320 --> 00:40:08.560 and then ask them for feedback. 1103 00:40:08.560 --> 00:40:10.040 And that's, so if you wanna make a trade, 1104 00:40:10.040 --> 00:40:11.120 it's like, let's not gonna charge you. 1105 00:40:11.120 --> 00:40:14.000 I just want honest feedback on how I can make it better. 1106 00:40:14.000 --> 00:40:14.920 That's it. 1107 00:40:14.920 --> 00:40:17.280 And if they like it, review, if they don't like it, 1108 00:40:17.280 --> 00:40:19.960 personal review, not public review. 1109 00:40:19.960 --> 00:40:22.160 And then you spin the wheel of iteration. 1110 00:40:22.160 --> 00:40:25.520 And like, if I can reel this into everyone's mind, 1111 00:40:25.520 --> 00:40:28.680 like, you're not gonna get it right the first time. 1112 00:40:28.680 --> 00:40:30.160 Like, I love the, I mean, I love the matrix, 1113 00:40:30.160 --> 00:40:31.080 it's my favorite maybe of all time, 1114 00:40:31.080 --> 00:40:33.600 but this is like, everyone falls the first time. 1115 00:40:33.600 --> 00:40:35.720 When they're talking about Neo trying to make a big jump. 1116 00:40:35.720 --> 00:40:37.720 And like, I just think it's so true with the business stuff, 1117 00:40:37.720 --> 00:40:39.000 it's like, everyone falls the first time, 1118 00:40:39.000 --> 00:40:40.720 and everyone has this idea that they're, 1119 00:40:40.720 --> 00:40:43.040 they're gonna be Jeff Bezos on their first swing. 1120 00:40:43.040 --> 00:40:45.000 And like, almost every entrepreneur 1121 00:40:45.000 --> 00:40:47.360 with the exception of Bezos and Zuck 1122 00:40:48.320 --> 00:40:52.360 have many, a graveyard of failed attempts, 1123 00:40:52.360 --> 00:40:53.720 but they're not really failed attempts. 1124 00:40:53.720 --> 00:40:55.200 They're like, oh yeah, that's when I learned 1125 00:40:55.200 --> 00:40:56.800 that this thing was really important. 1126 00:40:56.800 --> 00:40:59.720 So then my second business, I did this better. 1127 00:40:59.720 --> 00:41:01.720 And that one did better than my first business did, 1128 00:41:01.720 --> 00:41:02.720 but then your second business, you're like, 1129 00:41:02.720 --> 00:41:04.760 oh, I didn't understand this part. 1130 00:41:04.760 --> 00:41:05.880 And then you make your third business. 1131 00:41:05.880 --> 00:41:07.200 And so like, every one of the businesses 1132 00:41:07.200 --> 00:41:09.360 just becomes lessons to ultimately build the asset 1133 00:41:09.360 --> 00:41:10.880 that matters, which is you. 1134 00:41:10.880 --> 00:41:12.080 And that's at least how I see it, 1135 00:41:12.080 --> 00:41:13.720 which is that like, the friction we get 1136 00:41:13.720 --> 00:41:17.000 from the marketplace only serves to build who we become, 1137 00:41:17.000 --> 00:41:18.320 because at the end of the day, we're going to die. 1138 00:41:18.320 --> 00:41:19.200 Everyone's gonna forget about us. 1139 00:41:19.200 --> 00:41:20.600 It's not gonna, oh, sorry, this is me. 1140 00:41:20.600 --> 00:41:21.440 Sorry. 1141 00:41:21.440 --> 00:41:23.800 Yeah, and it's not ultimately gonna matter 1142 00:41:23.800 --> 00:41:25.040 whatever accumulation we have here. 1143 00:41:25.040 --> 00:41:28.560 And so I see that is my in progress journey 1144 00:41:28.560 --> 00:41:31.160 so that I can get rewarded for the actions 1145 00:41:31.160 --> 00:41:33.280 that I'm doing, despite not necessarily having 1146 00:41:33.280 --> 00:41:36.160 like money manifests, see? 1147 00:41:36.160 --> 00:41:37.680 There you go. 1148 00:41:37.680 --> 00:41:39.120 In front of me, immediately, right? 1149 00:41:39.120 --> 00:41:42.000 I, I, I, I, I, I, I, I, I, I, I, I, I, I, I, I, 1150 00:41:42.000 --> 00:41:44.160 and that's at least the framework that I have with it. 1151 00:41:44.160 --> 00:41:46.400 But if your shit sucks, give it to more people 1152 00:41:46.400 --> 00:41:47.240 and ask them for feedback 1153 00:41:47.240 --> 00:41:48.800 and then just ask them what it would take to suck less. 1154 00:41:48.800 --> 00:41:50.600 And eventually it'll be good. 1155 00:41:50.600 --> 00:41:54.160 One of the things that has really been helpful for me is 1156 00:41:54.160 --> 00:41:56.760 there was a time when I was trying to develop 1157 00:41:56.760 --> 00:42:00.720 like this mouse trap that would be valuable, 1158 00:42:00.720 --> 00:42:02.880 not an actual mouse trap, using that as an example. 1159 00:42:02.880 --> 00:42:05.440 Some things, some widget, some service, 1160 00:42:05.440 --> 00:42:07.680 that would be beneficial to this niche audience 1161 00:42:07.680 --> 00:42:10.160 that I was imagining existed. 1162 00:42:10.160 --> 00:42:11.680 And that never fucking worked. 1163 00:42:11.680 --> 00:42:13.920 The only thing that never worked was, 1164 00:42:14.000 --> 00:42:16.760 do I want to be a customer of this now? 1165 00:42:16.760 --> 00:42:18.360 Like what do I want now? 1166 00:42:18.360 --> 00:42:20.400 The alpha brain was born out of a conversation 1167 00:42:20.400 --> 00:42:21.280 with me and Joe Rogan. 1168 00:42:21.280 --> 00:42:22.960 What supplement would you like the most? 1169 00:42:22.960 --> 00:42:24.760 Because I had a couple other failed supplements. 1170 00:42:24.760 --> 00:42:28.760 They worked for me, but I was in this kind of unique position. 1171 00:42:28.760 --> 00:42:30.400 I was like, no, I'd like an all natural cognitive 1172 00:42:30.400 --> 00:42:31.560 enhancer and an adropic. 1173 00:42:31.560 --> 00:42:32.400 It's like, all right, great. 1174 00:42:32.400 --> 00:42:34.080 We're going to make one because I wanted one too. 1175 00:42:34.080 --> 00:42:36.600 So I was a customer and I'm still a fucking customer. 1176 00:42:36.600 --> 00:42:39.240 I think I got a fucking alpha brain in my, in my pocket, 1177 00:42:39.240 --> 00:42:40.480 right now, right? 1178 00:42:40.480 --> 00:42:43.280 For my, for my talk coming up, it's in my other pocket. 1179 00:42:43.280 --> 00:42:47.480 But regardless, trust me, I was a customer. 1180 00:42:47.480 --> 00:42:48.560 I was a customer. 1181 00:42:48.560 --> 00:42:51.200 And that's one of the important things. 1182 00:42:51.200 --> 00:42:53.320 And then it's not only are you a customer now, 1183 00:42:53.320 --> 00:42:56.240 you can also go back in time and be like, man, 1184 00:42:56.240 --> 00:42:59.720 when I was 25, what would 25 year old Aubrey 1185 00:42:59.720 --> 00:43:01.120 really a fucking love? 1186 00:43:01.120 --> 00:43:03.000 Because you have that data and you know it. 1187 00:43:03.000 --> 00:43:04.720 You know that if you would have bought this 1188 00:43:04.720 --> 00:43:07.120 when you were 25, then maybe that's your audience. 1189 00:43:07.120 --> 00:43:07.880 That's okay. 1190 00:43:07.880 --> 00:43:10.760 Or maybe you're hypothesizing like, 1191 00:43:10.760 --> 00:43:14.200 what is the me of tomorrow or five years from now 1192 00:43:14.200 --> 00:43:15.040 or three years from now? 1193 00:43:15.040 --> 00:43:17.880 What does that person really want? 1194 00:43:17.880 --> 00:43:20.160 But using yourself as a guide, 1195 00:43:20.160 --> 00:43:22.120 and then not only using yourself as a guide, 1196 00:43:22.120 --> 00:43:25.120 but then also if you're going to be the founder of this, 1197 00:43:25.120 --> 00:43:27.880 you got to actually embody and represent 1198 00:43:27.880 --> 00:43:29.120 what that thing you're selling. 1199 00:43:29.120 --> 00:43:33.720 On its slogan, our tagline was total human optimization. 1200 00:43:33.720 --> 00:43:36.800 If I was a lazy fat slob, 1201 00:43:36.800 --> 00:43:38.320 and I'm trying to market a company 1202 00:43:38.320 --> 00:43:39.840 about total human optimization, 1203 00:43:39.840 --> 00:43:41.880 people look at me and go like, really, bro? 1204 00:43:41.880 --> 00:43:43.760 Like really? 1205 00:43:43.760 --> 00:43:46.960 Because you have to have the cloud also to represent that. 1206 00:43:46.960 --> 00:43:49.440 So if you're offering even a service 1207 00:43:49.440 --> 00:43:51.200 you know about regulating your emotions, 1208 00:43:51.200 --> 00:43:53.400 but your emotions are all over the place, 1209 00:43:53.400 --> 00:43:55.320 maybe that's not the right service for you. 1210 00:43:55.320 --> 00:43:57.920 Like find what you're actually competent at 1211 00:43:57.920 --> 00:43:58.920 and then say like, all right, 1212 00:43:58.920 --> 00:44:00.920 what could have helped me get more competent 1213 00:44:00.920 --> 00:44:04.800 if I were to offer that to me five years ago, et cetera. 1214 00:44:04.800 --> 00:44:08.040 You know, and that's also it's sometimes it can work. 1215 00:44:08.080 --> 00:44:11.440 I do know some people who sell weight loss supplements 1216 00:44:11.440 --> 00:44:13.280 who are about a hundred pounds overweight. 1217 00:44:13.280 --> 00:44:15.360 And it's like, man, you know, 1218 00:44:15.360 --> 00:44:16.760 but they still are able to do it. 1219 00:44:16.760 --> 00:44:18.600 So it's not that it always fails, 1220 00:44:18.600 --> 00:44:20.960 but to me that's the surest guideline. 1221 00:44:20.960 --> 00:44:22.840 To be like, all right, what's your core competency? 1222 00:44:22.840 --> 00:44:24.120 Can you prove it? 1223 00:44:24.120 --> 00:44:26.040 You know, do you have the evidence? 1224 00:44:26.040 --> 00:44:28.760 You back it up and are you a customer 1225 00:44:28.760 --> 00:44:31.880 or were you a customer or will you be a customer? 1226 00:44:31.880 --> 00:44:34.800 And all of those have to hit the checks. 1227 00:44:34.800 --> 00:44:37.720 I agree wholeheartedly with all of that. 1228 00:44:37.720 --> 00:44:42.520 I would honestly make the same three points 1229 00:44:42.520 --> 00:44:46.320 in a different way, just to add color or texture to it. 1230 00:44:46.320 --> 00:44:49.320 So number one is Y Combinator, if you're familiar with them, 1231 00:44:49.320 --> 00:44:51.880 they're like pretty big investors in Silicon Valley. 1232 00:44:51.880 --> 00:44:54.080 And now one of their stipulations is that they want 1233 00:44:54.080 --> 00:44:57.440 founders to have lived with the problem for five to 10 years. 1234 00:44:57.440 --> 00:44:59.040 So whatever the problem that is you're trying to solve, 1235 00:44:59.040 --> 00:45:01.920 they're like, man, I just wish this didn't suck this much. 1236 00:45:01.920 --> 00:45:02.920 And if you've really lived with it, 1237 00:45:02.920 --> 00:45:04.440 like I've had breeding problems for my whole life. 1238 00:45:04.440 --> 00:45:06.520 And so like, I've always thought if I were 1239 00:45:06.520 --> 00:45:08.040 to start some sort of business around that, 1240 00:45:08.040 --> 00:45:10.000 that would be one that I've tried every solution that's 1241 00:45:10.000 --> 00:45:11.680 out there and I can tell you the pros and cons. 1242 00:45:11.680 --> 00:45:14.000 And I would want to become, which is 0.2 for you, 1243 00:45:14.000 --> 00:45:16.320 is like, I'd want to become a customer of that business. 1244 00:45:16.320 --> 00:45:19.760 From a tactical perspective, so 0.2, 1245 00:45:19.760 --> 00:45:24.600 this is services specific. 1246 00:45:24.600 --> 00:45:29.000 What I'd recommend doing is giving way more away 1247 00:45:29.000 --> 00:45:31.520 than would be reasonable to charge for. 1248 00:45:31.520 --> 00:45:34.880 So you start with the kitchen sink and you basically 1249 00:45:34.880 --> 00:45:36.960 keep adding things to how much you're 1250 00:45:36.960 --> 00:45:39.560 willing to do for someone until eventually you're 1251 00:45:39.560 --> 00:45:42.160 like in their house cooking them dinner. 1252 00:45:42.160 --> 00:45:45.440 And you're like, OK, would you do this? 1253 00:45:45.440 --> 00:45:46.160 They're like, yeah, fine. 1254 00:45:46.160 --> 00:45:49.440 And you're like, OK, now I can start trimming things 1255 00:45:49.440 --> 00:45:51.920 from this and thinking, OK, there's 100 things 1256 00:45:51.920 --> 00:45:55.960 that I committed to doing for these first five people. 1257 00:45:55.960 --> 00:45:58.760 It turns out 80% of them they don't really care about. 1258 00:45:58.760 --> 00:46:00.440 And I can actually charge the same price 1259 00:46:00.440 --> 00:46:01.800 in a eliminate 80%. 1260 00:46:01.800 --> 00:46:05.040 So it's like, get the yes and then work backwards. 1261 00:46:05.040 --> 00:46:06.760 Because sometimes it's a lot, because with physical products, 1262 00:46:06.760 --> 00:46:08.400 you basically have to keep iterating on the product. 1263 00:46:08.400 --> 00:46:09.520 And so you get the yes. 1264 00:46:09.520 --> 00:46:11.480 With services, you can just keep adding. 1265 00:46:11.480 --> 00:46:13.440 And then when you get the yes, work backwards. 1266 00:46:13.440 --> 00:46:14.560 And so that's just a tactical thing. 1267 00:46:14.560 --> 00:46:15.680 And so we've used to worry about that. 1268 00:46:15.680 --> 00:46:18.440 When I was starting in the gym business, 1269 00:46:18.440 --> 00:46:19.640 I kept trying to sell memberships. 1270 00:46:19.640 --> 00:46:21.320 And it just like really didn't work well for me. 1271 00:46:21.320 --> 00:46:22.920 Not that probably because I sucked at sales. 1272 00:46:22.920 --> 00:46:24.680 And I didn't really think, do you 1273 00:46:24.680 --> 00:46:25.960 remember such that valuable myself? 1274 00:46:25.960 --> 00:46:27.120 I was a cheapskate. 1275 00:46:27.120 --> 00:46:30.240 I was like, I know, 50 bucks a month. 1276 00:46:30.280 --> 00:46:31.440 You know me, sister. 1277 00:46:31.440 --> 00:46:34.760 And so, but then I was like, well, what do they really want? 1278 00:46:34.760 --> 00:46:35.840 I was like, well, they really want us to lose weight. 1279 00:46:35.840 --> 00:46:36.680 They don't really care about the gym. 1280 00:46:36.680 --> 00:46:37.480 They just want to lose weight. 1281 00:46:37.480 --> 00:46:38.920 And so I was like, well, what would actually take 1282 00:46:38.920 --> 00:46:39.600 for somebody to lose weight? 1283 00:46:39.600 --> 00:46:42.400 And I was like, well, what if I texted you every morning 1284 00:46:42.400 --> 00:46:44.240 just to make sure that like you were on point? 1285 00:46:44.240 --> 00:46:46.480 What if you could send me all your meals every day? 1286 00:46:46.480 --> 00:46:49.080 And I would, I would like make sure that they were matching. 1287 00:46:49.080 --> 00:46:51.800 And what if, like when you go out to eat, 1288 00:46:51.800 --> 00:46:54.080 I'll give you a list on how you can do that at restaurants. 1289 00:46:54.080 --> 00:46:55.120 And like, what if can I drink? 1290 00:46:55.120 --> 00:46:58.600 Like, you can if you do it on this, this way. 1291 00:46:58.600 --> 00:47:02.600 And what if and when you work out, do you want me there with you? 1292 00:47:02.600 --> 00:47:03.480 Yeah, that'd be awesome. 1293 00:47:03.480 --> 00:47:04.520 Okay, I'll do that. 1294 00:47:04.520 --> 00:47:07.040 And then so I started adding all these things 1295 00:47:07.040 --> 00:47:09.320 and supplements that you probably want to take along the way. 1296 00:47:09.320 --> 00:47:13.480 And I had this big amalgamation of stuff that everyone needs 1297 00:47:13.480 --> 00:47:15.400 because whenever you're solving a problem, 1298 00:47:15.400 --> 00:47:17.320 there's always one another problem that's going to happen 1299 00:47:17.320 --> 00:47:18.160 if you actually solve it. 1300 00:47:18.160 --> 00:47:20.040 But there's also like 100 micro problems. 1301 00:47:20.040 --> 00:47:21.680 So if someone joins a gym, it's like, well, 1302 00:47:21.680 --> 00:47:24.440 they're like, shoot, I don't have gym clothes. 1303 00:47:24.440 --> 00:47:27.080 I don't know how to buy the right food. 1304 00:47:27.080 --> 00:47:28.520 I don't know how to cook the food. 1305 00:47:28.520 --> 00:47:29.800 I don't know how to store the food. 1306 00:47:29.800 --> 00:47:31.720 I don't know how to make food taste good. 1307 00:47:31.720 --> 00:47:33.080 I don't know how to work out. 1308 00:47:33.080 --> 00:47:35.560 I don't know, like, there's all these other problems. 1309 00:47:35.560 --> 00:47:37.080 And so it was thinking forward of like, 1310 00:47:37.080 --> 00:47:39.080 how can I solve all of them? 1311 00:47:39.080 --> 00:47:40.960 And that becomes this huge thing. 1312 00:47:40.960 --> 00:47:42.760 And then I started offering that and people were like, 1313 00:47:42.760 --> 00:47:44.160 yeah, I'll do that. 1314 00:47:44.160 --> 00:47:45.160 And I was like, great. 1315 00:47:45.160 --> 00:47:48.040 But I was able to charge way more than I did before 1316 00:47:48.040 --> 00:47:49.240 because I was actually solving the problem 1317 00:47:49.240 --> 00:47:50.680 rather than selling a commoditized solution 1318 00:47:50.680 --> 00:47:52.960 that they could probably compare me with somebody on the street. 1319 00:47:52.960 --> 00:47:56.640 And so that was point two is give away the kitchen sink 1320 00:47:56.640 --> 00:47:59.200 and then trim down to make it profitable. 1321 00:47:59.200 --> 00:48:00.880 Because in the beginning, you're not worried about that yet. 1322 00:48:00.880 --> 00:48:02.960 You want to get people to actually want to buy your shit. 1323 00:48:02.960 --> 00:48:05.520 And then you can worry about the profit. 1324 00:48:05.520 --> 00:48:12.400 And then the third point that you made was about legitimacy. 1325 00:48:12.400 --> 00:48:14.520 So I see this on the content side too. 1326 00:48:14.520 --> 00:48:17.160 And I'm sure many of you guys see this, which is, you know, 1327 00:48:17.160 --> 00:48:23.560 the girl who's an emotional wreck giving emotional advice, 1328 00:48:23.560 --> 00:48:25.080 or the couple that you're like, 1329 00:48:25.960 --> 00:48:28.040 and they're like, come to our love workshop. 1330 00:48:28.040 --> 00:48:33.000 And you're like, I don't know if I want to. 1331 00:48:34.520 --> 00:48:38.680 And so I'm just a big advocate of proof over everything 1332 00:48:38.680 --> 00:48:43.680 because your message is consumed within a context. 1333 00:48:44.880 --> 00:48:49.200 So like Elon Musk can tweet like, shits are awesome. 1334 00:48:49.200 --> 00:48:50.320 I'm on the toilet. 1335 00:48:51.360 --> 00:48:54.120 And it'll get a million likes. 1336 00:48:54.600 --> 00:48:57.920 But if you tweet that, you probably won't. 1337 00:48:57.920 --> 00:48:58.960 So people will be like, are you OK? 1338 00:48:58.960 --> 00:49:01.080 It's almost to your phone, right? 1339 00:49:01.080 --> 00:49:03.480 But it's consumed within that context. 1340 00:49:03.480 --> 00:49:06.960 And so I would say that the context on a scuffle 1341 00:49:06.960 --> 00:49:10.120 from one to 100 of the message, 90% of the message 1342 00:49:10.120 --> 00:49:11.400 is your background. 1343 00:49:11.400 --> 00:49:13.640 10% is the actual thing that you're saying. 1344 00:49:13.640 --> 00:49:17.920 And so I'm not an idiot when it comes to the fact that like, 1345 00:49:18.920 --> 00:49:21.120 I had to go build 100 million dollar network, 1346 00:49:21.120 --> 00:49:23.440 have a 50 million dollar exit, all these other things. 1347 00:49:23.440 --> 00:49:26.000 Before people listened to my podcast, 1348 00:49:26.000 --> 00:49:29.320 I made the podcast for five years, no one gave a shit. 1349 00:49:29.320 --> 00:49:31.440 But then when I had objective proof, 1350 00:49:31.440 --> 00:49:33.960 then people went back and listened to five years of podcasts 1351 00:49:33.960 --> 00:49:36.160 on road trips straight through like, this is gold. 1352 00:49:36.160 --> 00:49:39.440 And then they told people, but they couldn't consume the message 1353 00:49:39.440 --> 00:49:41.080 because there was no context around it. 1354 00:49:41.080 --> 00:49:43.520 And so I would say, solve for context. 1355 00:49:43.520 --> 00:49:45.160 And then the message kind of takes care of itself. 1356 00:49:45.160 --> 00:49:47.320 Because also when you do have the proof, 1357 00:49:47.320 --> 00:49:49.280 you also will have the pudding. 1358 00:49:49.280 --> 00:49:50.600 Because you got there. 1359 00:49:50.600 --> 00:49:52.240 And so you do know how to get there. 1360 00:49:52.240 --> 00:49:53.960 Whereas if you are on the journey, 1361 00:49:53.960 --> 00:49:56.280 and I think there's an element to like documenting something 1362 00:49:56.280 --> 00:49:57.840 like, hey, we're working on our relationship 1363 00:49:57.840 --> 00:49:59.800 is very different than come listen to me 1364 00:49:59.800 --> 00:50:00.600 from my relationship. 1365 00:50:00.600 --> 00:50:02.720 It's, I ate this for breakfast. 1366 00:50:02.720 --> 00:50:05.240 I thought it tasted good versus this is what you should have 1367 00:50:05.240 --> 00:50:06.880 for breakfast. 1368 00:50:06.880 --> 00:50:08.440 It's nuance, but it's different. 1369 00:50:08.440 --> 00:50:10.800 And so if you're on the come up, 1370 00:50:10.800 --> 00:50:13.520 I would stick to how I rather than how to. 1371 00:50:13.520 --> 00:50:16.320 And it will protect your reputation 1372 00:50:16.320 --> 00:50:17.320 when you're making this content 1373 00:50:17.320 --> 00:50:19.560 because no one can shake a finger at you. 1374 00:50:19.560 --> 00:50:21.280 You're like, I'm just saying it'll work for me. 1375 00:50:21.280 --> 00:50:22.400 You can do it if you want. 1376 00:50:22.400 --> 00:50:23.640 This is what work for me. 1377 00:50:23.640 --> 00:50:26.560 And I think that will help you get over some of the creation 1378 00:50:26.560 --> 00:50:28.200 block for those of you who do choose to make content 1379 00:50:28.200 --> 00:50:29.400 to advertise your stuff. 1380 00:50:29.400 --> 00:50:31.520 And it certainly is help has worked for me.