WEBVTT 1 00:00:00.000 --> 00:00:02.560 Most things that most people make suck. 2 00:00:02.560 --> 00:00:05.200 Most products suck, most marketing sucks, 3 00:00:05.200 --> 00:00:06.560 most businesses suck, 4 00:00:06.560 --> 00:00:07.920 and most people suck at the things 5 00:00:07.920 --> 00:00:09.680 that they think they're good at, right? 6 00:00:09.680 --> 00:00:13.040 And it's because they don't even know how to work. 7 00:00:13.040 --> 00:00:14.480 They don't even know how to do it. 8 00:00:14.480 --> 00:00:17.120 What's the best way to do it? 9 00:00:17.120 --> 00:00:19.160 Welcome to the game where we talk about how to sell more stuff 10 00:00:19.160 --> 00:00:20.480 to more people in more ways 11 00:00:20.480 --> 00:00:22.160 and build businesses worth owning. 12 00:00:22.160 --> 00:00:23.600 I'm trying to build a billion dollar thing 13 00:00:23.600 --> 00:00:24.800 with acquisition.com. 14 00:00:24.800 --> 00:00:26.480 I always wish pesos, musk and buffet 15 00:00:26.480 --> 00:00:27.720 had documented their journey. 16 00:00:27.720 --> 00:00:28.960 So I'm doing it for the rest of us. 17 00:00:28.960 --> 00:00:30.160 Please share and enjoy. 18 00:00:32.400 --> 00:00:33.600 I'm going to break down how I learned 19 00:00:33.600 --> 00:00:35.080 how to consistently generate leads, 20 00:00:35.080 --> 00:00:36.480 independent of platforms, 21 00:00:36.480 --> 00:00:38.840 and the key piece that I was missing 22 00:00:38.840 --> 00:00:40.160 in multiple different platforms. 23 00:00:40.160 --> 00:00:41.960 I'm going to tell you five key stories about my life 24 00:00:41.960 --> 00:00:45.320 that massively impacted how affected my marketing was 25 00:00:45.320 --> 00:00:47.520 as a result of the exchange. 26 00:00:48.520 --> 00:00:50.160 So a few high level observations 27 00:00:50.160 --> 00:00:51.720 brought dive into this. 28 00:00:51.720 --> 00:00:53.720 The first thing is there's a setting 29 00:00:53.720 --> 00:00:55.240 in our community called Do the Morning Work. 30 00:00:55.240 --> 00:00:57.080 And a lot of times we don't confront the work 31 00:00:57.080 --> 00:00:58.560 that must be done 32 00:00:58.560 --> 00:01:00.440 because it's not exciting or sexy. 33 00:01:00.440 --> 00:01:03.080 And it feels somehow like it's beneath us. 34 00:01:03.080 --> 00:01:06.960 Prospecting and doing $100 a day can feel tedious. 35 00:01:06.960 --> 00:01:09.160 Posting and repurposing the same content 36 00:01:09.160 --> 00:01:13.200 across lots of different media sources can feel tedious. 37 00:01:13.200 --> 00:01:14.440 Reaching out to people you know 38 00:01:14.440 --> 00:01:16.120 and asking that if they know someone 39 00:01:16.120 --> 00:01:18.240 who might be interested in your products 40 00:01:18.240 --> 00:01:20.000 or services might feel tedious. 41 00:01:20.000 --> 00:01:22.880 Or creating 100 different ad variations 42 00:01:22.880 --> 00:01:25.640 with different hooks and headlines can seem tedious. 43 00:01:25.640 --> 00:01:28.160 It's very easy to understand, very hard to do. 44 00:01:28.160 --> 00:01:29.800 Mostly because people don't have the discipline 45 00:01:29.800 --> 00:01:32.560 and the work ethic to go through the boring work, 46 00:01:32.560 --> 00:01:34.680 which kind of leads to the second one here, 47 00:01:34.680 --> 00:01:37.800 which is that there's a saying between my closest friend 48 00:01:37.800 --> 00:01:41.040 and I, Dr. Cashy, violence is the answer. 49 00:01:41.040 --> 00:01:42.480 Sometimes when you have this outcome 50 00:01:42.480 --> 00:01:44.120 that you must achieve in your life 51 00:01:44.120 --> 00:01:45.840 because of the goals and insecurities 52 00:01:45.840 --> 00:01:47.960 that we have set upon ourselves 53 00:01:47.960 --> 00:01:50.240 that just being violent with the level of activity 54 00:01:50.240 --> 00:01:53.400 that we are doing will ultimately get us much closer 55 00:01:53.400 --> 00:01:56.280 than you know the nuances and the skill 56 00:01:56.360 --> 00:01:58.360 that sometimes we like to project and pretend 57 00:01:58.360 --> 00:02:02.560 matter more than just physically doing a sheer higher volume 58 00:02:02.560 --> 00:02:03.560 of work. 59 00:02:03.560 --> 00:02:06.120 Number three is that if you do more than you are doing 60 00:02:06.120 --> 00:02:08.160 right now and you will get more than you currently have 61 00:02:08.160 --> 00:02:10.280 and that is a promise and you can take that to the bank. 62 00:02:10.280 --> 00:02:13.400 And number four is do what matters most first. 63 00:02:13.400 --> 00:02:15.560 So right now you probably have lots of things that you know 64 00:02:15.560 --> 00:02:17.640 fill up your day in the morning, all that kind of stuff 65 00:02:17.640 --> 00:02:20.040 but the things there are only four activities 66 00:02:20.040 --> 00:02:23.080 that will actually generate more business for you 67 00:02:23.080 --> 00:02:24.440 period that is new. 68 00:02:24.840 --> 00:02:26.840 Number one is reaching out to people you know. 69 00:02:26.840 --> 00:02:29.560 Number two is posting to an audience that you know. 70 00:02:29.560 --> 00:02:32.320 Number three is reaching out to people 71 00:02:32.320 --> 00:02:33.640 who you don't know 101. 72 00:02:33.640 --> 00:02:37.160 And number four is advertising, right? 73 00:02:37.160 --> 00:02:40.320 There's only four ways that you can get new clients, right? 74 00:02:40.320 --> 00:02:42.640 And so if you're not doing one of those four things 75 00:02:42.640 --> 00:02:43.920 and you're struggling to get customers 76 00:02:43.920 --> 00:02:45.480 you're not doing lots of those four things 77 00:02:45.480 --> 00:02:48.040 as your primary activities, then that is probably 78 00:02:48.040 --> 00:02:49.960 one of the reasons that you don't have the amount of customers 79 00:02:49.960 --> 00:02:51.400 that you wish you have. 80 00:02:51.400 --> 00:02:54.000 All right, and so what I want to do is take this quick moment 81 00:02:54.000 --> 00:02:57.400 to introduce an equation that I've thought a lot about 82 00:02:57.400 --> 00:02:59.240 but it's V times S times D. 83 00:02:59.240 --> 00:03:01.440 So volume times scale times time. 84 00:03:01.440 --> 00:03:05.680 And this is kind of a flywheel that feeds itself 85 00:03:05.680 --> 00:03:09.040 and I'll get to the actual wording behind this 86 00:03:09.040 --> 00:03:11.200 but essentially the more volume to do the better 87 00:03:11.200 --> 00:03:13.000 you are at it and longer you do it, 88 00:03:13.000 --> 00:03:14.920 the more throughput you will ultimately have, 89 00:03:14.920 --> 00:03:17.560 the more outcome, the more clients, the more sales, 90 00:03:17.560 --> 00:03:21.560 the more leads you will ultimately have from doing. 91 00:03:21.560 --> 00:03:23.520 All right, so let's dive into this 92 00:03:23.520 --> 00:03:24.520 in a little bit more. 93 00:03:24.520 --> 00:03:25.800 So in other words, and this is based 94 00:03:25.800 --> 00:03:28.400 in just like pure foundational principles of logic, right? 95 00:03:28.400 --> 00:03:30.840 The more we do, the better we get. 96 00:03:30.840 --> 00:03:33.000 The better we get, the more we do 97 00:03:33.000 --> 00:03:35.280 because we like it, because we're better at it, right? 98 00:03:35.280 --> 00:03:38.120 And the longer we do something, the better we get, 99 00:03:38.120 --> 00:03:40.800 the better we get, the longer we do it. 100 00:03:40.800 --> 00:03:44.280 The longer we do it, the more of what we did compounds on itself. 101 00:03:44.280 --> 00:03:45.440 And this is the same reason why 102 00:03:45.440 --> 00:03:47.200 if you start doing cold outbounds 103 00:03:47.200 --> 00:03:48.560 or start building up pipeline, 104 00:03:48.560 --> 00:03:50.320 it starts to compound on itself. 105 00:03:50.320 --> 00:03:52.920 And if you start doing business over a long enough period of time, 106 00:03:52.920 --> 00:03:55.920 there just becomes this larger and larger audience of people 107 00:03:55.920 --> 00:03:58.560 who know you for doing this thing, right? 108 00:03:58.560 --> 00:04:00.520 And I'll show you a couple of examples 109 00:04:00.520 --> 00:04:02.040 in some of the stories and examples 110 00:04:02.040 --> 00:04:03.520 that you have today that will show you 111 00:04:03.520 --> 00:04:06.640 how compounding massively affected my life. 112 00:04:06.640 --> 00:04:09.120 And so in this way, each of these three variables, 113 00:04:09.120 --> 00:04:11.400 volume, skill, and time, feed each other, 114 00:04:11.400 --> 00:04:14.280 but it all starts with doing. 115 00:04:14.280 --> 00:04:16.120 And so these are the three. 116 00:04:16.120 --> 00:04:17.880 We're gonna focus just on volume today 117 00:04:17.880 --> 00:04:20.280 because I want to be mindful of your time. 118 00:04:20.280 --> 00:04:21.840 And so I'll tell you a quick example of this. 119 00:04:21.840 --> 00:04:24.720 So this is probably a decade ago. 120 00:04:24.720 --> 00:04:26.040 I'm starting with Jim, 121 00:04:26.040 --> 00:04:28.520 first business I own, a real business I own. 122 00:04:28.520 --> 00:04:30.720 And someone's like, oh, you should run flyers. 123 00:04:30.720 --> 00:04:31.720 And I was like, okay, cool. 124 00:04:31.720 --> 00:04:35.320 So I went out, I did a bunch of flyers 125 00:04:35.320 --> 00:04:38.240 and it didn't really work for me. 126 00:04:38.240 --> 00:04:40.920 And so a few months later, I was talking to 127 00:04:40.920 --> 00:04:43.720 front of mine who had multiple successful locations. 128 00:04:43.720 --> 00:04:44.880 You were doing well. 129 00:04:44.880 --> 00:04:48.720 And I was like, hey, he's like, you should do flyers. 130 00:04:48.720 --> 00:04:50.000 So I was like, nah, I did that. 131 00:04:50.000 --> 00:04:50.760 It didn't work for me. 132 00:04:50.760 --> 00:04:54.360 I was like, well, what was your test size? 133 00:04:54.360 --> 00:04:57.480 And I was like, test size, what do you mean? 134 00:04:57.480 --> 00:04:59.040 He was like, well, how many did you test 135 00:04:59.040 --> 00:05:00.520 before you scale without? 136 00:05:00.520 --> 00:05:02.960 And I was like, well, I'm gonna put 300 out. 137 00:05:02.960 --> 00:05:05.880 And he was like, 300, like total. 138 00:05:05.880 --> 00:05:08.000 And I was like, well, yeah. 139 00:05:08.000 --> 00:05:11.640 He's like, I don't even test for less than 5,000 flyers. 140 00:05:11.640 --> 00:05:14.320 And all of a sudden, I was like, whoa. 141 00:05:14.320 --> 00:05:15.640 And he's like, yeah, he's like, I'll put out 142 00:05:15.640 --> 00:05:17.200 100,000 flyers a month. 143 00:05:17.200 --> 00:05:20.440 He's like, and I'll get a half a percent or a percent back. 144 00:05:20.440 --> 00:05:22.560 And he's like, who walked through the door? 145 00:05:22.560 --> 00:05:25.440 And he's like, yeah, but 100,000 flyers a percent back. 146 00:05:25.440 --> 00:05:28.120 I get 30 people a day walking in my store. 147 00:05:28.120 --> 00:05:30.840 And I was like, holy cow. 148 00:05:30.840 --> 00:05:34.800 My understanding of the sheer volume for the activity 149 00:05:34.800 --> 00:05:38.360 that I thought wasn't working was just dramatically 150 00:05:38.360 --> 00:05:40.760 under what it really was supposed to be. 151 00:05:40.760 --> 00:05:43.320 And in that moment, I had a belief broken about 152 00:05:43.320 --> 00:05:44.960 what volume really means. 153 00:05:44.960 --> 00:05:46.240 This happens all the time. 154 00:05:46.240 --> 00:05:49.400 But I'll tell you a couple other examples in a second. 155 00:05:49.400 --> 00:05:52.000 But this happens all the time even in fitness stuff. 156 00:05:52.000 --> 00:05:53.520 People are like, man, why can't I get jacked? 157 00:05:53.520 --> 00:05:56.560 And I'm like, you know, why can't I grow my arms? 158 00:05:56.560 --> 00:05:57.920 It's like, all right, well, how many sets of arms 159 00:05:57.920 --> 00:05:58.760 are you doing every week? 160 00:05:58.760 --> 00:06:00.720 And they're like, well, I train arms twice a week. 161 00:06:00.720 --> 00:06:01.560 I'm like, what do you do? 162 00:06:01.560 --> 00:06:02.880 And they're like, well, you know, like three sets of 10. 163 00:06:02.880 --> 00:06:04.280 And I'm like, that's it. 164 00:06:04.280 --> 00:06:06.840 Like per week, like, so six total sets. 165 00:06:06.840 --> 00:06:09.800 And they're like, yeah, I'm like, well, try 12 sets, 166 00:06:09.800 --> 00:06:10.680 six days a week. 167 00:06:10.680 --> 00:06:13.840 And I get into your arms and they're like, seriously? 168 00:06:13.840 --> 00:06:16.200 I'm like, yeah, imagine that. 169 00:06:16.200 --> 00:06:18.880 The more you do, the more you look like you can do. 170 00:06:20.240 --> 00:06:23.200 Most of the nation real quick. 171 00:06:23.200 --> 00:06:26.240 If you are a business owner that has a big old business 172 00:06:26.240 --> 00:06:28.320 and wants to get to a much bigger business, 173 00:06:28.320 --> 00:06:31.800 going to $50 million plus, we would love to talk to you. 174 00:06:31.800 --> 00:06:34.000 And if you like that, we'd like to hear more about it. 175 00:06:34.000 --> 00:06:36.680 Go to acquisition.com and you can plan anywhere on the page 176 00:06:36.680 --> 00:06:38.720 and talk to one of our team and see 177 00:06:38.720 --> 00:06:40.080 if we can help you get there. 178 00:06:42.040 --> 00:06:43.800 So I'll give you a different one that I had. 179 00:06:43.800 --> 00:06:45.560 This isn't a paid ads example. 180 00:06:45.560 --> 00:06:47.560 Which is similar to flyers, just a different platform. 181 00:06:47.560 --> 00:06:51.280 I had an agency owner who was talking to us 182 00:06:51.280 --> 00:06:53.120 within our software company. 183 00:06:53.120 --> 00:06:55.280 And he was like, hey, my lead flow's still going out. 184 00:06:55.280 --> 00:06:57.320 I can't seem to scale above a certain map. 185 00:06:57.320 --> 00:07:00.240 And I was like, okay, well, how many pieces of creativity 186 00:07:00.240 --> 00:07:02.400 are you putting out per week? 187 00:07:02.400 --> 00:07:05.720 And he was like, he confidently answered, right? 188 00:07:05.720 --> 00:07:08.120 So he was like, oh, he's like, that we have on point. 189 00:07:08.120 --> 00:07:09.920 He's like, we're putting out like five to 10 pieces 190 00:07:09.920 --> 00:07:10.760 of content a week. 191 00:07:10.760 --> 00:07:12.680 And I was like, per week? 192 00:07:12.680 --> 00:07:13.920 He's like, yeah. 193 00:07:13.920 --> 00:07:15.360 And I was like, dude. 194 00:07:15.360 --> 00:07:17.080 And I scrolled over, I shared my screen 195 00:07:17.080 --> 00:07:18.880 of my creative department. 196 00:07:18.880 --> 00:07:24.040 And I was like, we're testing 30 pieces every three days. 197 00:07:24.040 --> 00:07:25.400 And he was like, what? 198 00:07:25.400 --> 00:07:27.360 And I was like, yeah. 199 00:07:27.360 --> 00:07:30.560 It's level of output, quantity of output. 200 00:07:30.560 --> 00:07:34.040 The level, most people dramatically underestimate 201 00:07:34.040 --> 00:07:36.360 how much work it takes to make money, right? 202 00:07:36.360 --> 00:07:39.040 The thing is, once you understand, and for most people, 203 00:07:39.040 --> 00:07:40.880 and this is the point that I hope in somebody 204 00:07:40.880 --> 00:07:42.960 who's like, hasn't got on their first customer 205 00:07:42.960 --> 00:07:44.440 or wants to start on a new channel, 206 00:07:44.440 --> 00:07:45.760 if you already have one working, 207 00:07:45.760 --> 00:07:48.240 is you usually need to do a lot more 208 00:07:48.240 --> 00:07:51.760 because your S in that equation, your skill level is low 209 00:07:51.760 --> 00:07:54.240 and you have no time that has compounded for you. 210 00:07:54.240 --> 00:07:58.000 So you must compensate with extraordinary volume 211 00:07:58.000 --> 00:07:59.480 so that you can learn the skill 212 00:07:59.480 --> 00:08:01.320 and then begin the compounding process 213 00:08:01.320 --> 00:08:02.720 that will give you the throughput 214 00:08:02.720 --> 00:08:04.440 or outcome that you desire. 215 00:08:04.440 --> 00:08:07.040 And so a lot of times you gotta do a lot more 216 00:08:07.040 --> 00:08:09.400 in the beginning to get the ball rolling. 217 00:08:09.400 --> 00:08:12.040 I switched from one time a week to one times a day. 218 00:08:12.040 --> 00:08:13.320 And here's what's crazy. 219 00:08:13.320 --> 00:08:18.320 My growth organically 40x from a 7x increase in effort. 220 00:08:19.280 --> 00:08:21.520 So there is a multiplicative effect here 221 00:08:21.520 --> 00:08:24.920 because sure we did more, but we got better at the doing 222 00:08:24.920 --> 00:08:28.320 and then the more we did, the more each of those other pieces 223 00:08:28.320 --> 00:08:29.920 fed one another, right? 224 00:08:29.920 --> 00:08:31.920 And so again, all of this starts with the doing 225 00:08:31.920 --> 00:08:35.880 and taking a lot more than most people anticipate 226 00:08:35.880 --> 00:08:38.000 to get the result and get going. 227 00:08:38.000 --> 00:08:41.160 And so this is a different nuance on volume. 228 00:08:41.160 --> 00:08:45.440 This is more level of effort, but I think it bears mentioning 229 00:08:45.440 --> 00:08:48.360 because for this concept to kind of sink in 230 00:08:48.360 --> 00:08:50.240 I want to hit it from a couple different angles. 231 00:08:50.240 --> 00:08:52.560 So this is the number one video or at this time 232 00:08:52.560 --> 00:08:54.880 is one of the number one videos on the channel. 233 00:08:54.880 --> 00:08:58.280 And the thing is is like, and I realize that 234 00:08:58.280 --> 00:09:02.120 quality most times Trump's quantity, right? 235 00:09:02.120 --> 00:09:04.920 And the thing is is that quality and quantity 236 00:09:04.920 --> 00:09:07.440 Trump's just quantity, right? 237 00:09:07.440 --> 00:09:08.640 Or just quality. 238 00:09:08.640 --> 00:09:10.840 And so this particular piece of content 239 00:09:10.840 --> 00:09:13.760 took me 20 hours to actually put the slide deck together 240 00:09:13.760 --> 00:09:15.920 and then two days of travel to go film. 241 00:09:15.920 --> 00:09:18.280 And then lo and behold, it ends up being 242 00:09:18.280 --> 00:09:19.200 the number one thing on there. 243 00:09:19.200 --> 00:09:21.440 And to me, I was like, well, that's not really surprising. 244 00:09:21.440 --> 00:09:23.320 I spent a ton of time on this. 245 00:09:23.320 --> 00:09:25.440 And so it was just, I'm just saying 246 00:09:25.440 --> 00:09:28.040 I get reminded of this at all levels of the game. 247 00:09:28.040 --> 00:09:28.960 You know what I mean? 248 00:09:28.960 --> 00:09:30.680 And so I'm making these because like, 249 00:09:30.680 --> 00:09:33.080 as I'm learning and I'm sharing it, 250 00:09:33.080 --> 00:09:34.920 so that hopefully it provides some value to you. 251 00:09:34.920 --> 00:09:37.960 Like it just takes a lot more work than most people think. 252 00:09:37.960 --> 00:09:39.960 Like Layla, this is four or five years ago 253 00:09:39.960 --> 00:09:43.200 when we were refilming an entire content portal. 254 00:09:43.200 --> 00:09:45.320 So she had probably recorded, 255 00:09:45.320 --> 00:09:48.920 God, I don't know, 70 or so videos with, you know, 256 00:09:48.920 --> 00:09:50.040 trainings and everything. 257 00:09:50.040 --> 00:09:52.240 And she got done and she was like, 258 00:09:52.240 --> 00:09:54.280 I don't think these are that good. 259 00:09:54.280 --> 00:09:57.000 And she was, and I was like, she's like, 260 00:09:57.000 --> 00:09:58.880 I just, I don't know, I don't know if they're like, 261 00:09:58.880 --> 00:10:00.480 hitting the way I want them to be. 262 00:10:00.480 --> 00:10:02.480 They're like, just not as crisp. 263 00:10:02.480 --> 00:10:06.480 And we sat there and I was like, we'll do them again. 264 00:10:06.520 --> 00:10:09.520 She looks at me and she was like, yeah, you're right. 265 00:10:09.520 --> 00:10:10.640 Because the thing is, is like, 266 00:10:10.640 --> 00:10:12.600 and I've said this before and I'll keep saying it, 267 00:10:12.600 --> 00:10:14.840 like your work works on you more than you work on it. 268 00:10:14.840 --> 00:10:17.000 The thing we're developing is our character 269 00:10:17.000 --> 00:10:18.400 because that's the ultimate prize 270 00:10:18.400 --> 00:10:19.720 that we get at the end of the race, right? 271 00:10:19.720 --> 00:10:22.160 We can't keep the stuff that we have with us. 272 00:10:22.160 --> 00:10:25.840 And so we're doing this work to become better people, right? 273 00:10:25.840 --> 00:10:29.080 And so if you do it again, it's no, it's nothing bad about it. 274 00:10:29.080 --> 00:10:30.840 You're just like, cool, I get more practice 275 00:10:30.840 --> 00:10:34.040 at doing the thing and my S is gonna get better 276 00:10:34.040 --> 00:10:35.040 in the throughput equation. 277 00:10:35.040 --> 00:10:39.120 So even if you did the same in terms of volume of output, 278 00:10:39.120 --> 00:10:42.840 the skill on the equation, the S is gonna be higher. 279 00:10:42.840 --> 00:10:44.680 So you're still gonna actually still get more throughput, 280 00:10:44.680 --> 00:10:47.160 even if you do the same effort again, right? 281 00:10:47.160 --> 00:10:48.880 And so that's why the level of effort 282 00:10:48.880 --> 00:10:51.200 and giving a shit for lack of the retirement, 283 00:10:51.200 --> 00:10:53.840 really working like violence is the answer, 284 00:10:53.840 --> 00:10:57.200 doing the boring work and putting the time under the bar end 285 00:10:57.200 --> 00:11:00.080 to use a fitness analogy is what is required 286 00:11:00.080 --> 00:11:03.760 and most people dramatically underestimate the volume, right? 287 00:11:03.840 --> 00:11:05.440 And so I'm gonna tell you this last one 288 00:11:05.440 --> 00:11:10.440 to wrap this little piece up, which is, I wrote this book, right? 289 00:11:10.440 --> 00:11:13.360 And it took me basically like a year, right? 290 00:11:13.360 --> 00:11:14.520 It took me two weeks to write it. 291 00:11:14.520 --> 00:11:16.080 It took me a year to edit it. 292 00:11:16.080 --> 00:11:18.520 And right now I get DMs every day. 293 00:11:18.520 --> 00:11:20.760 But the thing is is the difference between that level 294 00:11:20.760 --> 00:11:25.760 of effort is why many times I think things don't work out 295 00:11:26.200 --> 00:11:28.920 is that most people put like a seven out of 10 effort 296 00:11:28.920 --> 00:11:30.320 or an eight out of 10 effort 297 00:11:30.320 --> 00:11:32.720 and then look at somebody who put a 10 out of 10 effort in 298 00:11:32.720 --> 00:11:34.760 and think, well, I didn't put that much less effort in, 299 00:11:34.760 --> 00:11:36.640 but you don't realize the difference between an eight 300 00:11:36.640 --> 00:11:39.120 and a 10 might be five times the work. 301 00:11:39.120 --> 00:11:41.280 But also the difference between an eight and a 10 302 00:11:41.280 --> 00:11:43.360 might be a hundred times the outcome. 303 00:11:43.360 --> 00:11:45.560 And so the actual net outcome 304 00:11:45.560 --> 00:11:49.320 on the incremental increase in work is still worth it. 305 00:11:49.320 --> 00:11:52.280 That's what's crazy is that if it takes five times 306 00:11:52.280 --> 00:11:54.360 the effort to go from an eight to a 10, 307 00:11:54.360 --> 00:11:56.440 you might get a hundred times, 308 00:11:56.440 --> 00:11:58.840 even though you only did five times more work. 309 00:11:58.840 --> 00:12:00.560 And so this is one of these beliefs 310 00:12:00.560 --> 00:12:03.200 that I've even greened in myself 311 00:12:03.200 --> 00:12:05.000 within how we do business, 312 00:12:05.000 --> 00:12:07.160 but I'm sharing it with you because most things 313 00:12:07.160 --> 00:12:10.160 that most people make suck, most products suck, 314 00:12:10.160 --> 00:12:12.840 most marketing sucks, most businesses suck, 315 00:12:12.840 --> 00:12:14.200 and most people suck at the things 316 00:12:14.200 --> 00:12:15.960 that they think they're good at, right? 317 00:12:15.960 --> 00:12:19.320 And it's because they don't even know how to work. 318 00:12:19.320 --> 00:12:20.720 They don't even know how to do it. 319 00:12:20.720 --> 00:12:23.120 And I'll tell you this final story to wrap this up. 320 00:12:23.120 --> 00:12:26.600 When I was a legal intern in a past lifetime 321 00:12:26.600 --> 00:12:29.960 at a chemical company called Arkema in France, believe it or not, 322 00:12:29.960 --> 00:12:31.640 I worked there in the legal department 323 00:12:31.640 --> 00:12:34.520 and this older, more experienced senior lawyer 324 00:12:34.520 --> 00:12:37.200 at the end of the department, kind of like tap, 325 00:12:37.200 --> 00:12:38.560 I was like, oh, I'm gonna go back to work 326 00:12:38.560 --> 00:12:39.800 and she like tapped my shoulder 327 00:12:39.800 --> 00:12:41.720 and she was like, you don't even know how to work. 328 00:12:41.720 --> 00:12:43.240 And I was like, what do you mean? 329 00:12:43.240 --> 00:12:44.800 And she was like, you're so young. 330 00:12:44.800 --> 00:12:48.800 She's like, you don't even know what work really is. 331 00:12:48.800 --> 00:12:52.120 And it just hit me and it struck me like to my core 332 00:12:52.120 --> 00:12:53.520 because I was like, how can she tell me that? 333 00:12:53.520 --> 00:12:54.760 I don't know how to work, 334 00:12:54.760 --> 00:12:56.960 but here I am 10 years, 15 years later 335 00:12:56.960 --> 00:12:59.360 and I think to myself like, man, I had no idea 336 00:12:59.400 --> 00:13:00.400 what work even looked like 337 00:13:00.400 --> 00:13:02.800 is I don't even know how to focus the way I do know. 338 00:13:02.800 --> 00:13:04.240 I didn't know how to eliminate distractions. 339 00:13:04.240 --> 00:13:07.520 I didn't know what it looked like to just put rep after rep, 340 00:13:07.520 --> 00:13:12.200 after rep after rep in to just get that thing just right. 341 00:13:12.200 --> 00:13:14.680 And the beautiful thing, especially when it comes 342 00:13:14.680 --> 00:13:16.720 to marketing stuff is that when you make those, 343 00:13:16.720 --> 00:13:19.000 each of those posts, each of those outreaches, 344 00:13:19.000 --> 00:13:22.120 each of those calls, each of those ads that you run 345 00:13:22.120 --> 00:13:25.080 make you better, they increase the S. 346 00:13:25.080 --> 00:13:28.240 And so in that way, the V, the S and the T, 347 00:13:28.240 --> 00:13:31.480 the volume, the skill and the time work on each other 348 00:13:31.480 --> 00:13:33.320 and then yields you a higher throughput 349 00:13:33.320 --> 00:13:36.240 because they are multiplicative, not additive. 350 00:13:36.240 --> 00:13:38.760 And that's like the one thing that if I can drive this home 351 00:13:38.760 --> 00:13:42.720 is that most people just do so much less volume than they think 352 00:13:42.720 --> 00:13:45.400 and then they look at the vehicle that they're using 353 00:13:45.400 --> 00:13:47.080 and think, why is this not working? 354 00:13:47.080 --> 00:13:49.240 When the reality was that you were not working 355 00:13:49.240 --> 00:13:51.080 because you did not know how much work 356 00:13:51.080 --> 00:13:53.720 really was required to get to where you wanted to go. 357 00:13:53.720 --> 00:13:56.520 And so with that, in other words, 358 00:13:56.520 --> 00:13:58.720 most times you just need to do more than what you're currently 359 00:13:58.720 --> 00:14:01.080 doing and a lot more of it.