WEBVTT 1 00:00:00.000 --> 00:00:01.320 Welcome to the game podcast. 2 00:00:01.320 --> 00:00:03.080 Today's topic is going to be preparation 3 00:00:03.080 --> 00:00:06.440 within the context of work and how most of you 4 00:00:06.440 --> 00:00:09.520 are underprepared and are thinking about it 5 00:00:09.520 --> 00:00:10.800 as though it's anxiety. 6 00:00:10.800 --> 00:00:12.800 You think that you have imposter syndrome 7 00:00:12.800 --> 00:00:15.440 when the reality is you just haven't prepped nearly enough. 8 00:00:15.440 --> 00:00:17.920 And so what I want to do today is actually reset your bar 9 00:00:17.920 --> 00:00:19.400 for what preparation looks like 10 00:00:19.400 --> 00:00:21.080 for the highest achieving people that I know 11 00:00:21.080 --> 00:00:22.120 within different contexts. 12 00:00:22.120 --> 00:00:24.600 So whether that's sales, that's marketing, content, 13 00:00:24.600 --> 00:00:27.240 whatever, customer success, all of these contexts 14 00:00:27.240 --> 00:00:28.640 have different types of prep. 15 00:00:28.640 --> 00:00:31.560 There's two different ways to prep that I'll talk about 16 00:00:31.560 --> 00:00:33.400 and give you some tactics that you can use 17 00:00:33.400 --> 00:00:35.240 and maybe send to your team as well 18 00:00:35.240 --> 00:00:37.840 because hey, if they prep more, you'll make more. 19 00:00:37.840 --> 00:00:40.280 A lot of people know the saying a pound 20 00:00:40.280 --> 00:00:42.680 or sorry, an ounce of prevention is where the pound of cure. 21 00:00:42.680 --> 00:00:45.760 Well, I think the same is true in sales, 22 00:00:45.760 --> 00:00:48.960 in customer success, in marketing, in making content. 23 00:00:48.960 --> 00:00:52.120 Like an ounce of prep is where the pound of posts. 24 00:00:52.120 --> 00:00:53.560 Right, and I've never heard that said, 25 00:00:53.560 --> 00:00:55.720 but I'm going to coin it myself. 26 00:00:55.720 --> 00:00:58.560 And so I want to share a couple of quick hitting quotes 27 00:00:58.600 --> 00:01:00.320 and then I'll get into like really tactical stuff 28 00:01:00.320 --> 00:01:03.080 that's really helped me make the most of prep 29 00:01:03.080 --> 00:01:05.280 in the shortest period of time to make the most money. 30 00:01:05.280 --> 00:01:09.120 So more important than the will to win is the will to prepare. 31 00:01:09.120 --> 00:01:12.200 I think that's wooden or it's Vince Lombardi, 32 00:01:12.200 --> 00:01:14.240 or either way, it's one of those guys. 33 00:01:15.320 --> 00:01:17.640 Then you've got on one side this massive camp 34 00:01:17.640 --> 00:01:18.880 of people who want to win 35 00:01:18.880 --> 00:01:22.440 and then you've got people who want to do what it takes to win, 36 00:01:22.440 --> 00:01:24.920 which is a tiny, tiny, itty bitty camp. 37 00:01:24.920 --> 00:01:27.160 This one I heard from Jimmy Carr, which I love. 38 00:01:27.160 --> 00:01:28.880 Everyone is jealous of what you've got, 39 00:01:28.880 --> 00:01:32.520 known as jealous of how you got it, which I just love. 40 00:01:33.320 --> 00:01:36.760 And this is me re-wording the Navy SEAL one, 41 00:01:36.760 --> 00:01:39.200 which is we don't rise to the level of our expectation, 42 00:01:39.200 --> 00:01:41.520 we fall to the level of our preparation. 43 00:01:41.520 --> 00:01:43.840 I like that phrasing of it. 44 00:01:43.840 --> 00:01:46.360 And my personal one, you'd be amazed 45 00:01:46.360 --> 00:01:48.560 to how much smarter you can look with 20 minutes of prep. 46 00:01:48.560 --> 00:01:51.040 And so what I want to do is actually just reset the expectations 47 00:01:51.040 --> 00:01:53.920 about how much work you have to do to get good. 48 00:01:54.760 --> 00:01:58.720 And one of the biggest benefits I've gotten for prep, 49 00:01:58.720 --> 00:01:59.760 so I'll tell you a couple quick stories 50 00:01:59.760 --> 00:02:01.920 that I'll maybe set this up for you. 51 00:02:01.920 --> 00:02:04.600 And I do want to differentiate between two types of preparation. 52 00:02:04.600 --> 00:02:06.000 So you've got preparation for things 53 00:02:06.000 --> 00:02:08.200 that you do all the time. 54 00:02:08.200 --> 00:02:11.600 So like meetings, like if you have a sales meeting, 55 00:02:11.600 --> 00:02:12.720 or you have a meeting with your company, 56 00:02:12.720 --> 00:02:14.400 meeting with your employees, those are things 57 00:02:14.400 --> 00:02:15.600 that you do on a regular basis. 58 00:02:15.600 --> 00:02:17.120 And I think there's a different type of preparation 59 00:02:17.120 --> 00:02:18.120 that we do for that. 60 00:02:18.120 --> 00:02:20.120 And then you have things how you prepare to do something 61 00:02:20.120 --> 00:02:21.360 that you've never done before that you're doing 62 00:02:21.360 --> 00:02:23.200 for the first time, which is a different type of preparation. 63 00:02:23.280 --> 00:02:24.840 So I'm going to delineate both of those. 64 00:02:24.840 --> 00:02:29.080 All right, now I'll give you an example of like a resetting 65 00:02:29.080 --> 00:02:30.800 that just recently happened for me. 66 00:02:30.800 --> 00:02:34.760 So I'm obviously very big on the amount of reps that it takes. 67 00:02:34.760 --> 00:02:38.400 Like volume negates luck is the number one quote 68 00:02:38.400 --> 00:02:40.600 that we have in the sales team wall 69 00:02:40.600 --> 00:02:43.160 so that the guys understand like it's just about the reps. 70 00:02:43.160 --> 00:02:44.240 And we just say it all the time, 71 00:02:44.240 --> 00:02:45.280 it's repeated over and over again, 72 00:02:45.280 --> 00:02:48.280 because we also believe repetition of the same beliefs 73 00:02:48.280 --> 00:02:51.280 is something that will drive them to remember this thing 74 00:02:51.280 --> 00:02:53.680 because we need to be reminded more than we need to be taught. 75 00:02:53.680 --> 00:02:55.720 But recently, even getting into this content game, 76 00:02:55.720 --> 00:03:00.120 this is about a year ago, I was talking to Erak. 77 00:03:00.120 --> 00:03:04.440 And so Erak's a content creator who has 10, 15 million 78 00:03:04.440 --> 00:03:06.360 subscribers, something like that on YouTube. 79 00:03:06.360 --> 00:03:09.040 And we were saying, I was like, hey, what can we do 80 00:03:09.040 --> 00:03:12.400 to make our YouTube videos better? 81 00:03:12.400 --> 00:03:16.400 And so he said, oh, just send me over your prep case 82 00:03:16.400 --> 00:03:17.600 for the videos. 83 00:03:17.600 --> 00:03:22.440 And I was like, what do you mean? 84 00:03:22.440 --> 00:03:23.920 I was like, you mean like the notes on my phone? 85 00:03:23.920 --> 00:03:25.680 He was like, no. 86 00:03:25.680 --> 00:03:27.320 And I was like, can you send me one of yours? 87 00:03:27.320 --> 00:03:28.880 So I know what you're talking about. 88 00:03:28.880 --> 00:03:33.120 And so he sends me his most recent prep for one of his videos. 89 00:03:33.120 --> 00:03:38.640 And it was like 22 pages for like a 15 minute video. 90 00:03:38.640 --> 00:03:42.000 And I was like, oh, okay. 91 00:03:42.000 --> 00:03:44.960 So my understanding of how much work it takes 92 00:03:44.960 --> 00:03:48.080 to do something at this level is wildly 93 00:03:48.080 --> 00:03:51.600 under what the reality of it is at that level. 94 00:03:51.600 --> 00:03:53.840 And so I attended something. 95 00:03:53.840 --> 00:03:55.600 He invited me to like a little creator meetup 96 00:03:55.600 --> 00:03:57.680 with some of the biggest guys on YouTube. 97 00:03:57.680 --> 00:04:01.640 I'll just say this way, you would know everybody in the room. 98 00:04:01.640 --> 00:04:04.000 And when we were there, they were all discussing 99 00:04:04.000 --> 00:04:05.640 how much time it took them to prep for videos. 100 00:04:05.640 --> 00:04:08.040 And a lot of these guys were spending two, three, 101 00:04:08.040 --> 00:04:10.200 four straight weeks of 12 hours a day 102 00:04:10.200 --> 00:04:13.320 to make one video per month. 103 00:04:13.320 --> 00:04:16.200 And I will tell you this is that it was in no way surprising 104 00:04:16.200 --> 00:04:18.800 to me after going there for two days, 105 00:04:18.800 --> 00:04:23.120 what it took and why those guys were the number one 106 00:04:23.120 --> 00:04:27.080 in that industry for making content that was exceptional. 107 00:04:27.080 --> 00:04:30.080 And so it completely reset my standard, reset my bar 108 00:04:30.080 --> 00:04:32.640 for how much preparation was required to be exceptional. 109 00:04:32.640 --> 00:04:35.280 And it was because, and this is why it's so silly for me, 110 00:04:35.280 --> 00:04:36.440 because I feel like I keep learning 111 00:04:36.440 --> 00:04:37.600 and relearning the same lessons, 112 00:04:37.600 --> 00:04:40.360 but just in new domains is that the people 113 00:04:40.360 --> 00:04:41.400 who are doing way better than you 114 00:04:41.440 --> 00:04:43.280 are just working so much harder. 115 00:04:43.280 --> 00:04:44.280 And the things that people think 116 00:04:44.280 --> 00:04:46.320 that someone's working like two times as hard, 117 00:04:46.320 --> 00:04:47.160 or three times as hard, 118 00:04:47.160 --> 00:04:48.360 because we tend to think in increments. 119 00:04:48.360 --> 00:04:50.360 We're like, okay, well I work this much, 120 00:04:50.360 --> 00:04:52.320 someone must be doing twice as much work, 121 00:04:52.320 --> 00:04:53.440 but it's not even close to that. 122 00:04:53.440 --> 00:04:55.800 These guys are doing like literally a hundred times 123 00:04:55.800 --> 00:04:57.160 the work and it's not only that, 124 00:04:57.160 --> 00:05:01.000 they have a team of 10 people spending four weeks 125 00:05:01.000 --> 00:05:03.280 to prepare one 15 minute video. 126 00:05:03.280 --> 00:05:05.480 Like the order of magnitude in terms of effort there 127 00:05:05.480 --> 00:05:09.520 to multiply by 10 times 12 hours a day, times four weeks. 128 00:05:09.520 --> 00:05:12.840 All of a sudden you really are at 1,000 times the work, 129 00:05:12.840 --> 00:05:16.280 1,500 times the work to create to be fair 130 00:05:16.280 --> 00:05:20.360 and outcome that is 1,500 or 10,000 times better 131 00:05:20.360 --> 00:05:21.800 than the average YouTube video or whatever it is 132 00:05:21.800 --> 00:05:22.640 that you're making. 133 00:05:22.640 --> 00:05:24.720 And obviously I'm just using this as a content example, 134 00:05:24.720 --> 00:05:25.800 but it applies to anything, 135 00:05:25.800 --> 00:05:27.800 it applies to sales meetings, it applies to how you prep 136 00:05:27.800 --> 00:05:30.200 for a date, applies to how you meet the parents 137 00:05:30.200 --> 00:05:31.280 or the in-laws. 138 00:05:31.280 --> 00:05:33.480 And so, let's tell you a second story. 139 00:05:33.480 --> 00:05:37.000 So I used to do some consulting stuff 140 00:05:37.920 --> 00:05:41.920 and I had a guy who was a friend, 141 00:05:41.920 --> 00:05:43.760 I was like, you know, business acquaintance, 142 00:05:43.760 --> 00:05:45.400 who said, hey man, I would love it 143 00:05:45.400 --> 00:05:46.600 if we could spend a day together 144 00:05:46.600 --> 00:05:47.440 and I was like, I really do that 145 00:05:47.440 --> 00:05:50.320 and he's like, just name or price and I said fine. 146 00:05:50.320 --> 00:05:53.320 Actually, total fun side note story with this. 147 00:05:53.320 --> 00:05:55.840 I was like, five, I'll do it for 50 grand. 148 00:05:55.840 --> 00:06:00.840 This was ages ago and he said how about 35 149 00:06:01.680 --> 00:06:03.240 and I said, how about 75? 150 00:06:03.240 --> 00:06:04.720 And he was like, all right, 50 is cool. 151 00:06:04.720 --> 00:06:05.800 And I was like, all right. 152 00:06:05.800 --> 00:06:07.960 And so, just a side note, when someone says, 153 00:06:07.960 --> 00:06:09.000 hey, can you do it for less? 154 00:06:09.000 --> 00:06:10.760 You can always say, hey, I can do it for more. 155 00:06:10.760 --> 00:06:14.120 And every single time I've used that overcome, it has worked. 156 00:06:14.120 --> 00:06:16.600 So right now it's like 100% overcome for using that. 157 00:06:16.600 --> 00:06:19.200 Highly recommend using it in a sales situation 158 00:06:19.200 --> 00:06:20.680 because people were like, okay, I got it, understood. 159 00:06:20.680 --> 00:06:22.120 Like, that's your price, right? 160 00:06:22.120 --> 00:06:24.880 I hate negotiating on that stuff or rather, 161 00:06:24.880 --> 00:06:26.560 I just refuse to. 162 00:06:26.560 --> 00:06:28.200 So that was story number two, 163 00:06:28.200 --> 00:06:29.480 or so first half of story number two 164 00:06:29.480 --> 00:06:30.360 with the consulting guy. 165 00:06:30.360 --> 00:06:34.040 So when I did that day, what I did was, 166 00:06:34.040 --> 00:06:35.520 I started them morning. 167 00:06:35.520 --> 00:06:38.160 I think that we were gonna start meeting at nine. 168 00:06:38.160 --> 00:06:41.920 And so I woke up at five and I spent four hours 169 00:06:41.920 --> 00:06:43.960 reviewing his business, right? 170 00:06:43.960 --> 00:06:45.320 Cause I figured my day was gonna be shot. 171 00:06:45.320 --> 00:06:46.160 This is gonna be my day. 172 00:06:46.160 --> 00:06:47.560 Like I'm not gonna try and do anything else. 173 00:06:47.560 --> 00:06:49.480 And so I spent the four hours prepping 174 00:06:49.480 --> 00:06:53.680 and I came in to the day with I think four or five pages 175 00:06:53.680 --> 00:06:56.120 of notes of like, okay, here are things we could do here 176 00:06:56.120 --> 00:06:56.960 that would be better. 177 00:06:56.960 --> 00:06:57.960 Here's things on your follow up sequence. 178 00:06:57.960 --> 00:07:00.800 Here's things on your landing pages. 179 00:07:00.800 --> 00:07:02.640 Here are things that you can do from a content. 180 00:07:02.640 --> 00:07:04.280 Here's how I think your CTAs can be better. 181 00:07:04.280 --> 00:07:05.520 All of this stuff, right? 182 00:07:05.520 --> 00:07:09.240 And so I came in with it and the next like four hours, 183 00:07:09.240 --> 00:07:12.120 I just spent showing him what I had spent the morning 184 00:07:12.120 --> 00:07:14.040 going over and at the end of the day, 185 00:07:14.040 --> 00:07:17.160 he was like, I have genuinely never had anyone 186 00:07:17.160 --> 00:07:19.520 come this prepared to something. 187 00:07:19.520 --> 00:07:22.040 And to me, I was like, it was four hours of prep. 188 00:07:22.040 --> 00:07:23.880 It wasn't like a crazy, you know, 189 00:07:23.880 --> 00:07:25.560 to me four hours of prep is nothing, you know what I mean? 190 00:07:25.560 --> 00:07:28.680 In terms of work, but it was really confirming 191 00:07:28.680 --> 00:07:30.280 because this guy obviously had the money 192 00:07:30.280 --> 00:07:32.400 to spend 50 grand for a day or whatever. 193 00:07:32.400 --> 00:07:35.520 And that he had not had that type. 194 00:07:35.520 --> 00:07:37.280 I was like, it still bewilders me. 195 00:07:37.280 --> 00:07:40.760 And I see that more so that it is remarkable 196 00:07:40.760 --> 00:07:44.400 how low the bar is to beat everyone else. 197 00:07:44.400 --> 00:07:46.960 And so that's what I take that is my takeaway from that. 198 00:07:46.960 --> 00:07:48.800 Like on one hand, you've got air acting 199 00:07:48.800 --> 00:07:50.880 some of these super creators who are spending 200 00:07:50.880 --> 00:07:53.400 thousands of hours on a one single piece of content. 201 00:07:53.400 --> 00:07:55.840 But I think if you like do consulting or you do 202 00:07:55.840 --> 00:07:57.760 some sort of work where you do the same thing 203 00:07:57.760 --> 00:07:59.840 over and over again, like you can have 204 00:07:59.920 --> 00:08:00.760 like a four to one ratio. 205 00:08:00.760 --> 00:08:02.440 If I go into a meeting and it's a 60 minute meeting, 206 00:08:02.440 --> 00:08:04.800 you can take 15 minutes before you get into the meeting. 207 00:08:04.800 --> 00:08:07.000 And I think like a four to one ratio is really 208 00:08:07.000 --> 00:08:08.000 our one to four ratio. 209 00:08:08.000 --> 00:08:10.600 Like if it's a eight hour day, spending two hours, 210 00:08:10.600 --> 00:08:13.120 if it's a 60 minute meeting, spending 15 minutes, 211 00:08:13.120 --> 00:08:14.920 the 20 minute meeting, spending five minutes 212 00:08:14.920 --> 00:08:18.440 before you get on, we'll make the 20 minutes 213 00:08:18.440 --> 00:08:20.480 two, three times more effective 214 00:08:20.480 --> 00:08:22.600 by just having that little bit of block to say, 215 00:08:22.600 --> 00:08:24.840 who's on this meeting, what's the background of this, 216 00:08:24.840 --> 00:08:27.040 what's the agenda, what problem we're trying to solve? 217 00:08:27.040 --> 00:08:30.000 It just absolutely focuses you 218 00:08:30.000 --> 00:08:31.640 and makes you a driver in the meeting. 219 00:08:31.640 --> 00:08:34.400 I can just absolutely like promise you that. 220 00:08:34.400 --> 00:08:36.560 Now, third one. 221 00:08:38.240 --> 00:08:40.160 When we have founders who come into the portfolio, 222 00:08:40.160 --> 00:08:41.320 so when we invest in a company, 223 00:08:41.320 --> 00:08:43.400 one of the things that happens most commonly 224 00:08:43.400 --> 00:08:44.920 is a lot of them are running paid ads 225 00:08:44.920 --> 00:08:45.840 or they start running paid ads. 226 00:08:45.840 --> 00:08:47.560 So it's either they're running ads 227 00:08:47.560 --> 00:08:49.080 and they hit some sort of plateau 228 00:08:49.080 --> 00:08:51.000 or they want to get into running ads. 229 00:08:51.000 --> 00:08:53.400 And so I'll tell you the story that I explained 230 00:08:53.400 --> 00:08:56.760 to almost all of them, which is, I say, all right, 231 00:08:56.760 --> 00:08:59.040 how many, what do you guys spend in today? 232 00:08:59.040 --> 00:09:00.680 And they're like, all right, we're spending 5,000 today. 233 00:09:00.680 --> 00:09:01.600 Okay, fine. 234 00:09:01.600 --> 00:09:05.560 So how many new ads are you making per week? 235 00:09:05.560 --> 00:09:06.520 And a lot of times they're like, 236 00:09:06.520 --> 00:09:08.440 oh, we record ads once a month. 237 00:09:08.440 --> 00:09:09.680 I'm like, okay, well, how many ads do you make? 238 00:09:09.680 --> 00:09:12.360 They're like usually five or seven ads. 239 00:09:12.360 --> 00:09:13.600 And I'm like, okay. 240 00:09:13.600 --> 00:09:15.960 So let me give you some context. 241 00:09:15.960 --> 00:09:20.440 We make about 30 ads a week. 242 00:09:21.600 --> 00:09:23.240 New, and that's new unique video. 243 00:09:23.240 --> 00:09:24.600 Now, that's not repurposing of that. 244 00:09:24.600 --> 00:09:28.960 That's 30 core pieces, which then get zillioned out 245 00:09:28.960 --> 00:09:30.800 in terms of like, let's take the hook friend more one 246 00:09:30.800 --> 00:09:33.320 and put his number three and then redo the same video. 247 00:09:33.320 --> 00:09:35.000 Those would be permutations that would go from 30 248 00:09:35.000 --> 00:09:37.240 to like 100 pieces of creative. 249 00:09:37.240 --> 00:09:39.840 And as soon as I explain that, they're like, 250 00:09:39.840 --> 00:09:41.840 oh, I was like, so you're doing five to seven 251 00:09:41.840 --> 00:09:43.360 and you're complaining that you can't scale, 252 00:09:43.360 --> 00:09:45.040 but the reality is that you just can't scale 253 00:09:45.040 --> 00:09:46.760 given this level of creative. 254 00:09:46.760 --> 00:09:48.840 Like if you're a creative is a five out of 10, 255 00:09:48.840 --> 00:09:50.560 you can get to 5,000 a day profitably, 256 00:09:50.560 --> 00:09:52.360 but you're not gonna get to 50,000 a day profitably 257 00:09:52.360 --> 00:09:55.880 because you're not getting that one out of 100 ad 258 00:09:55.880 --> 00:09:59.560 that can scale to colder audiences or newer people. 259 00:09:59.560 --> 00:10:03.080 And so it's just the, like if you have a mediocre ad, 260 00:10:03.080 --> 00:10:05.240 like many of you guys to start running ads are like, 261 00:10:05.240 --> 00:10:07.040 oh, I get it to $100 a day, 262 00:10:07.040 --> 00:10:09.520 but I can't get it to be profitable at $500 a day. 263 00:10:09.520 --> 00:10:11.040 It's like, yeah, because your ad is so bad, 264 00:10:11.040 --> 00:10:13.440 it can only go to the absolute hottest audience. 265 00:10:13.440 --> 00:10:15.760 And then as soon as it goes outside of that very hot audience 266 00:10:15.760 --> 00:10:19.440 that kind of knows you a little bit, it stops working, right? 267 00:10:19.440 --> 00:10:21.200 And so if you had, if you went from a five out of 10 ad 268 00:10:21.200 --> 00:10:22.840 to a seven out of 10 ad, then all of a sudden it's like, 269 00:10:22.840 --> 00:10:24.320 oh, I can get to $500 a day. 270 00:10:24.320 --> 00:10:25.560 And if you get to an eight out of a 10 ad, 271 00:10:25.560 --> 00:10:27.600 you can go to a $5,000 a day, right? 272 00:10:27.600 --> 00:10:29.560 But the nine out of 10 and the 10 out of 10 ads, 273 00:10:29.560 --> 00:10:31.240 like that's what converts the world. 274 00:10:31.240 --> 00:10:33.040 But in order to get that 10 out of 10 ad, 275 00:10:33.040 --> 00:10:35.040 you have to do so much more preparation 276 00:10:35.040 --> 00:10:38.040 before you do the ads and actual total volume of work 277 00:10:38.040 --> 00:10:39.040 of doing the ads itself. 278 00:10:39.040 --> 00:10:41.000 And so I share this stuff because my entire goal 279 00:10:41.000 --> 00:10:45.000 of this podcast right now is to reset your expectations 280 00:10:45.000 --> 00:10:47.640 of the amount of preparation that it takes to be good. 281 00:10:48.600 --> 00:10:50.400 Because it's so easy. 282 00:10:50.400 --> 00:10:53.280 It's like mediocrity is so easy to do 283 00:10:53.280 --> 00:10:54.840 because you just do something and hey, 284 00:10:54.840 --> 00:10:55.800 anything's better than nothing. 285 00:10:55.800 --> 00:10:57.840 So if you're doing nothing, then absolutely start. 286 00:10:57.840 --> 00:11:00.800 But what happens is people are like, 287 00:11:00.800 --> 00:11:02.480 why isn't it working for me? 288 00:11:02.480 --> 00:11:03.640 And it's not working for you 289 00:11:03.640 --> 00:11:05.600 because you're not working nearly as much 290 00:11:05.600 --> 00:11:10.400 as what is required to get that level of output, right? 291 00:11:10.400 --> 00:11:12.280 So let me tell you a different story. 292 00:11:12.280 --> 00:11:15.960 So I had a buddy of mine's a billionaire 293 00:11:15.960 --> 00:11:17.360 and he wants to start making content, 294 00:11:17.360 --> 00:11:19.720 which is I'm a huge proponent of this 295 00:11:19.720 --> 00:11:21.360 because he actually has stuff to say. 296 00:11:22.720 --> 00:11:25.440 And but he's still learning the content game, right? 297 00:11:25.440 --> 00:11:28.080 And so he's like, hey, man, can you look at my Instagram 298 00:11:28.080 --> 00:11:31.200 and tell me, or sorry, can you look at my social media 299 00:11:31.200 --> 00:11:32.760 and tell me what I'm doing wrong 300 00:11:32.760 --> 00:11:34.000 or what I should be doing better? 301 00:11:34.000 --> 00:11:36.080 And so before I pulled up his thing, 302 00:11:36.080 --> 00:11:37.120 I was like, well, how many posts 303 00:11:37.120 --> 00:11:38.640 are you making a day across all platforms? 304 00:11:38.640 --> 00:11:42.120 And he was like, one, I'm doing one a day right now. 305 00:11:42.120 --> 00:11:43.520 And he said it like that kind of like, 306 00:11:43.520 --> 00:11:45.400 he was like, yes, I'm doing one a day right now. 307 00:11:45.440 --> 00:11:49.360 And I was like, all right, man, we make, 308 00:11:49.360 --> 00:11:51.440 at the time we were making 50 a day, 309 00:11:51.440 --> 00:11:53.120 we make more than that now. 310 00:11:53.120 --> 00:11:55.320 And he just looked at me and he was like, 311 00:11:55.320 --> 00:11:56.160 you don't need to say anymore. 312 00:11:56.160 --> 00:11:57.720 And he's like, I got it. 313 00:11:57.720 --> 00:12:00.120 Like he understood in that moment the same thing I did 314 00:12:00.120 --> 00:12:03.760 when Eric showed me his prep case for his YouTube videos, 315 00:12:03.760 --> 00:12:04.640 I was like, I get it. 316 00:12:04.640 --> 00:12:07.560 Like I'm, I'm, he's like, thank you for resetting 317 00:12:07.560 --> 00:12:10.480 my measuring stick. 318 00:12:10.480 --> 00:12:11.320 That's what he said. 319 00:12:11.320 --> 00:12:14.240 He was like, you reset my bar, reset my expectations 320 00:12:14.240 --> 00:12:17.560 of how much, how much work it takes to get to that level 321 00:12:17.560 --> 00:12:19.080 that I want to get to. 322 00:12:19.080 --> 00:12:22.320 And so I share this stuff because I think 323 00:12:22.320 --> 00:12:25.840 one of the biggest gifts of surrounding yourself 324 00:12:25.840 --> 00:12:26.680 in a championship team. 325 00:12:26.680 --> 00:12:30.280 So there's a book by Angela Duckworth called GRIT, 326 00:12:30.280 --> 00:12:31.760 which is a good book. 327 00:12:31.760 --> 00:12:34.120 But one of the things that they talk about in the book 328 00:12:34.120 --> 00:12:37.760 is that one of the best ways to develop GRIT 329 00:12:37.760 --> 00:12:39.480 is to surround yourself with people who have GRIT. 330 00:12:39.480 --> 00:12:42.160 So one of the four sure ways to get better at a skill 331 00:12:42.160 --> 00:12:43.080 is surround yourself with people 332 00:12:43.080 --> 00:12:44.560 who already have that skill who are ahead of you. 333 00:12:44.560 --> 00:12:46.880 And so that's why joining a championship team 334 00:12:46.880 --> 00:12:49.480 is one of the best things you can do 335 00:12:49.480 --> 00:12:51.800 to understand what is required to win. 336 00:12:51.800 --> 00:12:54.480 And so when you're in the story that she tells in the book 337 00:12:54.480 --> 00:12:57.960 is swimmers who want to get better at swimming, 338 00:12:57.960 --> 00:13:00.600 if you can make the state team or whatever 339 00:13:00.600 --> 00:13:02.480 of like a championship team, 340 00:13:02.480 --> 00:13:05.080 all of a sudden there's standards of work 341 00:13:05.080 --> 00:13:08.160 that you didn't understand is what everyone's doing. 342 00:13:08.160 --> 00:13:10.360 So you go from like, oh, I'm swimming twice a week 343 00:13:10.360 --> 00:13:12.360 and that's what you can do to be best in your high school 344 00:13:12.480 --> 00:13:14.400 or whatever, I'm making up the numbers. 345 00:13:14.400 --> 00:13:15.920 But when you go to the championship team, 346 00:13:15.920 --> 00:13:18.360 you realize that they do three hours a day twice a day. 347 00:13:18.360 --> 00:13:20.640 And all of a sudden you're like, oh, 348 00:13:20.640 --> 00:13:22.960 and it's that same moment I had with Eric, I was like, 349 00:13:22.960 --> 00:13:25.160 oh, in the same moment my friend had one, 350 00:13:25.160 --> 00:13:27.000 when we talked about the social media was like, 351 00:13:27.000 --> 00:13:30.240 oh, it's just this massive bar reset of like, 352 00:13:30.240 --> 00:13:33.120 oh, this isn't like a two times as much thing. 353 00:13:33.120 --> 00:13:36.480 This is like a 50, a hundred times as much. 354 00:13:36.480 --> 00:13:38.760 And so it's just, when you realize how much work it takes 355 00:13:38.760 --> 00:13:42.080 to get good, you realize how few things you can get good at. 356 00:13:42.080 --> 00:13:44.360 And that's where the focus becomes so important 357 00:13:44.360 --> 00:13:48.080 because the only way to get that good is to do a few things. 358 00:13:48.080 --> 00:13:49.880 And so that's where the strategy of picking 359 00:13:49.880 --> 00:13:52.240 or prioritizing the things that you want to get good at 360 00:13:52.240 --> 00:13:54.880 becomes more important because you just can't do 361 00:13:54.880 --> 00:13:57.640 a hundred times the work on a hundred different things. 362 00:13:58.520 --> 00:14:00.480 And so making sure that you're allocating your resources 363 00:14:00.480 --> 00:14:02.280 to the one thing that matters most, 364 00:14:02.280 --> 00:14:04.520 which then forces you to prioritize 365 00:14:04.520 --> 00:14:05.680 what you're spending your time on, 366 00:14:05.680 --> 00:14:07.640 which by the way I think is a really good activity. 367 00:14:07.640 --> 00:14:10.800 If you can spend a day or a week saying, okay, 368 00:14:10.800 --> 00:14:13.880 if I could only have one thing be true about our business. 369 00:14:13.880 --> 00:14:16.480 If I could have like, if we have more traffic 370 00:14:16.480 --> 00:14:18.720 than anyone else, we will win based on this model 371 00:14:18.720 --> 00:14:19.800 or whatever it is that we have. 372 00:14:19.800 --> 00:14:22.040 If we have more referrals than anyone else, 373 00:14:22.040 --> 00:14:23.560 then we will win no matter what. 374 00:14:23.560 --> 00:14:26.880 If we have the best advertising in terms of paid ads, 375 00:14:26.880 --> 00:14:29.000 if we just had that one thing, we will win. 376 00:14:29.000 --> 00:14:31.680 If you can be very clear about that one point of leverage, 377 00:14:31.680 --> 00:14:36.760 then you attack it with absolute onslaught of value, 378 00:14:36.760 --> 00:14:39.120 onslaught of hours of work and repetition 379 00:14:39.120 --> 00:14:41.400 and preparation for those repetitions 380 00:14:41.400 --> 00:14:42.920 that then you'll do even more. 381 00:14:42.920 --> 00:14:45.720 And so it's like, I'll give you the ad example I was saying earlier. 382 00:14:45.720 --> 00:14:48.520 If I, if I'm doing a hundred ads a week, 383 00:14:48.520 --> 00:14:50.560 and my competitor's doing seven ads a month, 384 00:14:50.560 --> 00:14:53.240 I'm doing 400 to his seven, all right? 385 00:14:53.240 --> 00:14:55.680 So I'm doing, I don't know what the math is there, 386 00:14:55.680 --> 00:14:59.720 but a lot, it's 50 times, 60 times more, right? 387 00:14:59.720 --> 00:15:03.880 Then he is in terms of volume, but not only that, 388 00:15:03.880 --> 00:15:05.880 but when I go into that advertising day, 389 00:15:05.880 --> 00:15:07.280 what am I doing beforehand? 390 00:15:07.280 --> 00:15:10.400 I'm prepping all the, I want to prep all the hooks at a time. 391 00:15:10.400 --> 00:15:13.560 I want to do research of past ads that have done really well. 392 00:15:13.560 --> 00:15:14.840 I want to take different ad styles 393 00:15:14.840 --> 00:15:16.720 that I've seen across social media in general 394 00:15:16.720 --> 00:15:17.560 that I like them. 395 00:15:17.560 --> 00:15:19.200 I wonder if we can make a version of this 396 00:15:19.200 --> 00:15:21.320 for how we're going to advertise our thing. 397 00:15:21.320 --> 00:15:24.160 And by the way, I love taking from other spaces 398 00:15:24.160 --> 00:15:26.880 like seeing a hotel ad or an Airbnb ad, 399 00:15:26.880 --> 00:15:28.680 ooh, that would work really well 400 00:15:28.680 --> 00:15:30.160 in the software company that we have. 401 00:15:30.160 --> 00:15:31.560 Oh, we've got this, you know, 402 00:15:31.560 --> 00:15:32.840 we've got this dry cleaning business 403 00:15:32.840 --> 00:15:36.120 that would work really well this ad for a gym or whatever, right? 404 00:15:36.120 --> 00:15:37.960 And I have this little swipe ball on my phone 405 00:15:37.960 --> 00:15:40.280 where whenever I see an ad, I like, I save it, 406 00:15:40.280 --> 00:15:43.520 and then I also screenshot it so that when I get into my prep sessions, 407 00:15:43.520 --> 00:15:48.080 I already have my stuff that I want to use to prep in front of me. 408 00:15:48.080 --> 00:15:52.520 And so one of the big other things besides resetting 409 00:15:52.520 --> 00:15:55.480 your bar of expectation of how much prep it takes to win 410 00:15:55.480 --> 00:15:57.320 is that the more you prepare for stuff, 411 00:15:57.320 --> 00:15:58.320 the more frequently you do it, 412 00:15:58.320 --> 00:15:59.480 the better you will get it preparing. 413 00:15:59.480 --> 00:16:02.000 So preparing in and of itself is a skill, right? 414 00:16:02.000 --> 00:16:04.480 And so like the first time you prep for making ads, 415 00:16:04.480 --> 00:16:06.560 the part time you prep for making content, 416 00:16:06.560 --> 00:16:08.320 it's gonna take you longer 417 00:16:08.320 --> 00:16:09.840 and you're gonna be less efficient at it. 418 00:16:09.840 --> 00:16:11.600 But if you know, for example, 419 00:16:11.600 --> 00:16:13.000 this is your hundredth time preparing 420 00:16:13.000 --> 00:16:14.440 for making a podcast or whatever, 421 00:16:14.440 --> 00:16:17.040 like this is my prep for this little podcast here. 422 00:16:17.040 --> 00:16:18.280 I wrote this out ahead of time. 423 00:16:18.280 --> 00:16:19.760 I was like, these are all the things I wanted to hit on 424 00:16:19.760 --> 00:16:21.240 because I think they're important, right? 425 00:16:21.240 --> 00:16:23.760 And so I think in terms of resetting the bar, 426 00:16:23.760 --> 00:16:26.440 start thinking at hundreds rather than ones and twos. 427 00:16:26.440 --> 00:16:28.240 So it's not that somebody's doing twice as much work 428 00:16:28.240 --> 00:16:29.080 or three times as much work, 429 00:16:29.080 --> 00:16:30.640 they're doing a hundred times the work. 430 00:16:30.640 --> 00:16:31.960 And in the example I gave earlier, 431 00:16:31.960 --> 00:16:34.440 sometimes way more than a hundred times the work. 432 00:16:34.800 --> 00:16:40.120 And so two more quick things on this, 433 00:16:40.120 --> 00:16:41.600 and then I'll let you go about your day 434 00:16:41.600 --> 00:16:42.680 so you can start preparing. 435 00:16:43.720 --> 00:16:46.000 So Elon Musk recently talked about something, 436 00:16:46.000 --> 00:16:47.720 well not recently, but I heard an article 437 00:16:47.720 --> 00:16:49.200 or an interview from him that he said, 438 00:16:50.720 --> 00:16:52.040 you referenced Parkinson's law. 439 00:16:52.040 --> 00:16:53.720 So Parkinson's law for those you guys do don't know 440 00:16:53.720 --> 00:16:55.680 is that work expands to the time of lot. 441 00:16:55.680 --> 00:16:56.680 Right? 442 00:16:56.680 --> 00:16:58.600 And so I think what you don't wanna do 443 00:16:58.600 --> 00:17:00.560 is over prepare for the wrong thing. 444 00:17:00.560 --> 00:17:02.520 And let me put my caveat there. 445 00:17:02.520 --> 00:17:07.360 Is that I actually think there's tremendous ROI to cramming, 446 00:17:07.360 --> 00:17:10.040 meaning he uses Parkinson's law in reverse, 447 00:17:10.040 --> 00:17:13.400 which is that it also, if work expands the time of lot 448 00:17:13.400 --> 00:17:16.360 and it can also shrink to the time that you shrink to. 449 00:17:16.360 --> 00:17:18.320 And there's a reason that kids cram. 450 00:17:18.320 --> 00:17:21.560 It's because it's really high ROI on their time, right? 451 00:17:21.560 --> 00:17:22.880 If they prefer weeks and weeks 452 00:17:22.880 --> 00:17:25.000 and then they take the week before the exam off 453 00:17:25.000 --> 00:17:26.520 and don't look at anything sometimes, 454 00:17:26.520 --> 00:17:29.800 they do worse than just cramming right before the test. 455 00:17:29.800 --> 00:17:31.720 And so people aren't idiots. 456 00:17:31.720 --> 00:17:34.320 Like we know that cramming works, which is why we do it. 457 00:17:34.320 --> 00:17:36.200 But I think I'd highly encourage thinking 458 00:17:36.200 --> 00:17:37.560 about prepping is cramming. 459 00:17:37.560 --> 00:17:39.520 I actually think it works amazingly well 460 00:17:39.520 --> 00:17:40.680 in a business context. 461 00:17:40.680 --> 00:17:43.280 But people somehow have said it's like a bad thing 462 00:17:43.280 --> 00:17:45.720 because I don't even know why teachers say it's a bad thing. 463 00:17:45.720 --> 00:17:47.080 At the end of the day, like you either ace the test 464 00:17:47.080 --> 00:17:47.920 or you didn't. 465 00:17:47.920 --> 00:17:49.560 And so whatever. 466 00:17:49.560 --> 00:17:51.640 Now in terms of long term, like I think you know, 467 00:17:51.640 --> 00:17:53.280 not sleeping the night before, 468 00:17:53.280 --> 00:17:56.080 probably impacts your, if you, like probably 469 00:17:56.080 --> 00:17:58.040 impacts your performance more. 470 00:17:58.040 --> 00:17:59.560 But if you just study the day before 471 00:17:59.560 --> 00:18:00.720 and you study the morning of, 472 00:18:00.720 --> 00:18:02.840 I'll promise you that the studying the morning of 473 00:18:02.840 --> 00:18:05.120 will get you more than what you did the night before. 474 00:18:05.120 --> 00:18:07.840 In terms of immediate result on the test, 475 00:18:07.840 --> 00:18:08.880 more than long term retention, 476 00:18:08.880 --> 00:18:10.320 which is different, just to be clear. 477 00:18:10.320 --> 00:18:12.440 But the thing is, if you're doing a meeting, 478 00:18:12.440 --> 00:18:14.680 you're gonna take notes and then you're gonna delegate stuff. 479 00:18:14.680 --> 00:18:16.560 And so you being able to run that meeting effectively 480 00:18:16.560 --> 00:18:18.200 based on you cramming for that meeting, 481 00:18:18.200 --> 00:18:20.520 super high ROI on your time. 482 00:18:20.520 --> 00:18:23.600 And so I absolutely love the concept of cramming 483 00:18:23.600 --> 00:18:25.240 within the world of business 484 00:18:25.240 --> 00:18:26.560 because a lot of times you do have something 485 00:18:26.560 --> 00:18:28.920 you just need to do once and you need to impress the client, 486 00:18:28.920 --> 00:18:30.040 you need to impress the boss, 487 00:18:30.040 --> 00:18:32.280 you need to, you need to just come prepared 488 00:18:32.280 --> 00:18:34.280 for a company presentation that you're doing 489 00:18:34.280 --> 00:18:36.320 in front of a whole team or the department 490 00:18:36.320 --> 00:18:38.440 or the whole company entirely. 491 00:18:38.440 --> 00:18:43.440 And so going back to the two types of work there are 492 00:18:43.960 --> 00:18:45.520 is that there's two types of preparation you have. 493 00:18:45.520 --> 00:18:46.960 You have preparation for things you're gonna do 494 00:18:46.960 --> 00:18:48.600 that you do many, many, many times, 495 00:18:48.600 --> 00:18:50.400 which you get better and better preparing for, 496 00:18:50.400 --> 00:18:51.920 which means you can actually shrink the amount of time 497 00:18:51.920 --> 00:18:52.960 you need to prepare. 498 00:18:52.960 --> 00:18:54.800 And I think the close you do the preparation 499 00:18:54.800 --> 00:18:57.480 to the event itself, the more valuable it is. 500 00:18:57.520 --> 00:19:00.040 And so that is why take the five minutes, 501 00:19:00.040 --> 00:19:02.880 literally actually take the five minutes before the meeting 502 00:19:02.880 --> 00:19:04.720 to say, okay, this is John. 503 00:19:04.720 --> 00:19:06.240 Let me look at his profile real quick. 504 00:19:06.240 --> 00:19:08.520 Okay, John's, he's out of Milwaukee. 505 00:19:08.520 --> 00:19:09.760 Okay, the bucks are doing well. 506 00:19:09.760 --> 00:19:11.080 Let me see if he follows the bucks. 507 00:19:11.080 --> 00:19:12.440 Okay, he taxed something there. 508 00:19:12.440 --> 00:19:14.240 And his wife's name's Joyce. 509 00:19:14.240 --> 00:19:15.080 Okay, got it. 510 00:19:15.080 --> 00:19:15.920 So you get on the meeting, you're like, 511 00:19:15.920 --> 00:19:17.080 dude, John, how's it going? 512 00:19:17.080 --> 00:19:18.280 Do the bucks are killing it? 513 00:19:18.280 --> 00:19:19.120 Oh, that's fantastic. 514 00:19:19.120 --> 00:19:20.040 How's Joyce doing? 515 00:19:20.040 --> 00:19:20.880 She's good. 516 00:19:20.880 --> 00:19:21.720 Great. 517 00:19:21.720 --> 00:19:24.200 And I saw, do we have, is this Mike? 518 00:19:24.600 --> 00:19:27.440 He's your VP of customer success? 519 00:19:27.440 --> 00:19:29.160 Hey, Mike, nice to meet you, man. 520 00:19:29.160 --> 00:19:32.000 I was just looking you guys up before I got on. 521 00:19:32.000 --> 00:19:34.800 Really cool stuff that you guys are doing at XYZ Corp, right? 522 00:19:34.800 --> 00:19:36.840 As soon as I say that, they're like, immediately, 523 00:19:36.840 --> 00:19:40.200 in 60 seconds, they're like, this guy prepared. 524 00:19:40.200 --> 00:19:41.440 And that's what it communicates. 525 00:19:41.440 --> 00:19:44.840 And the thing is, is that the idea that someone knows 526 00:19:44.840 --> 00:19:46.800 that you prepare, literally separates you 527 00:19:46.800 --> 00:19:48.880 from so many other people who just show up 528 00:19:48.880 --> 00:19:50.720 and they're like, you know, I'm gonna try 529 00:19:50.720 --> 00:19:52.680 to use a less explicit term, but like, dick in their hand, 530 00:19:52.680 --> 00:19:55.080 like, oh, what are we gonna do today, right? 531 00:19:55.080 --> 00:19:58.120 And so, sure, you should absolutely be prepared 532 00:19:58.120 --> 00:19:59.880 in terms of the agenda, in terms of your scripting 533 00:19:59.880 --> 00:20:01.480 for how you run these meetings. 534 00:20:01.480 --> 00:20:04.720 But you get so much return on demonstrating 535 00:20:04.720 --> 00:20:06.200 that you prepared. 536 00:20:06.200 --> 00:20:07.880 Like, people know if you prepared. 537 00:20:07.880 --> 00:20:10.520 It just, it completely blows them away. 538 00:20:10.520 --> 00:20:13.560 And I still to this day, I get, people are so, 539 00:20:13.560 --> 00:20:16.400 they're like, dude, thank you so much for taking the time. 540 00:20:16.400 --> 00:20:18.280 Like, you, I feel like you knew our company. 541 00:20:18.280 --> 00:20:19.560 I feel like you knew our business, 542 00:20:19.560 --> 00:20:22.240 like, even better than people that I've spent, you know, 543 00:20:22.240 --> 00:20:24.760 I've had all, you know, I've vendors who did all this stuff. 544 00:20:24.760 --> 00:20:26.920 And I was like, yeah, I mean, I'm not gonna walk 545 00:20:26.920 --> 00:20:30.160 into a meeting, not knowing what I'm talking to. 546 00:20:30.160 --> 00:20:33.320 Like, what are we gonna do, spend the whole time fact-finding 547 00:20:33.320 --> 00:20:35.240 before I can actually make a recommendation around something? 548 00:20:35.240 --> 00:20:36.720 Well, that's such a waste of time for you and me 549 00:20:36.720 --> 00:20:38.680 because I know what I'm looking for. 550 00:20:38.680 --> 00:20:39.800 And it's gonna be really inefficient 551 00:20:39.800 --> 00:20:41.120 for you to exchange a via verbal 552 00:20:41.120 --> 00:20:43.360 and I can just click around and find out what I need to do. 553 00:20:43.360 --> 00:20:46.240 Especially if you're looking at from an external way in 554 00:20:46.240 --> 00:20:48.160 to like, okay, why are prospects not converting? 555 00:20:48.160 --> 00:20:50.040 Well, I don't need to talk to you. 556 00:20:50.040 --> 00:20:52.440 I should look at what somebody who doesn't talk to you 557 00:20:52.440 --> 00:20:54.720 would see so that I can make the recommendations 558 00:20:54.720 --> 00:20:55.560 or conclusions. 559 00:20:55.560 --> 00:20:57.160 And sometimes that kind of preparation's more valuable 560 00:20:57.160 --> 00:20:58.600 because they're not gonna color, 561 00:20:58.600 --> 00:21:00.800 they're not gonna give me the wise and the wise difficult 562 00:21:00.800 --> 00:21:01.760 because I don't care. 563 00:21:01.760 --> 00:21:02.720 I'm a prospect. 564 00:21:02.720 --> 00:21:04.920 Right, at least I'm gonna put those glasses on. 565 00:21:04.920 --> 00:21:10.000 And so back to the one time thing versus the many time thing. 566 00:21:10.000 --> 00:21:11.400 If you do it a lot of times, you're gonna get better, 567 00:21:11.400 --> 00:21:14.040 better prepping and I would say prep is as close 568 00:21:14.040 --> 00:21:15.120 to the event as you can. 569 00:21:15.120 --> 00:21:17.400 And I think a four to one ratio in the beginning is good. 570 00:21:17.400 --> 00:21:20.480 15 minutes to 60, one hour to four hours in terms of prep 571 00:21:20.480 --> 00:21:22.720 to how much work you're gonna do for whatever the thing is. 572 00:21:22.720 --> 00:21:24.240 And over time, it can shrink a little bit 573 00:21:24.240 --> 00:21:25.080 so you can be like one to 10. 574 00:21:25.080 --> 00:21:27.680 So it's five minutes for a 60 minute meeting. 575 00:21:27.680 --> 00:21:31.120 But for the things that you're going to do one time 576 00:21:31.120 --> 00:21:32.960 that you have never done before, 577 00:21:32.960 --> 00:21:35.200 that's where it actually expands the other way. 578 00:21:35.200 --> 00:21:40.200 It goes like 10, 20 hours of prep for one hour of presenting. 579 00:21:40.440 --> 00:21:45.440 And so the, so determining how much you're willing to prepare 580 00:21:45.520 --> 00:21:48.160 for something that you're only gonna do once 581 00:21:48.160 --> 00:21:50.040 rather than something that you do all the time. 582 00:21:50.040 --> 00:21:52.760 In my opinion comes up to the stakes and the returns. 583 00:21:52.760 --> 00:21:54.400 And so if you're gonna go to a speech 584 00:21:54.400 --> 00:21:56.720 in front of 1,000 people and you've never spoken before, 585 00:21:56.720 --> 00:21:58.600 and it's a, ideally, hopefully it's a topic 586 00:21:58.600 --> 00:21:59.560 that you do understand, 587 00:21:59.560 --> 00:22:01.640 but you just haven't spoken in that environment before, 588 00:22:01.640 --> 00:22:03.440 then I wanna control for every other variable 589 00:22:03.440 --> 00:22:05.320 that can approximate me speaking in front. 590 00:22:05.320 --> 00:22:07.320 So one, I wanna, I wanna match the material, for sure. 591 00:22:07.320 --> 00:22:08.840 If you're getting up there and you don't know what you're, 592 00:22:08.840 --> 00:22:10.240 what you're talking about or like the things 593 00:22:10.240 --> 00:22:12.200 you're going to talk about, well, dear God, 594 00:22:12.200 --> 00:22:14.720 you know, like no wonder that you suck at talking, right? 595 00:22:14.760 --> 00:22:18.120 Now, beyond that, it's how many ways can I approximate this? 596 00:22:18.120 --> 00:22:20.760 Like, for example, going live on social media 597 00:22:20.760 --> 00:22:24.480 can help you approximate a live audience in person. 598 00:22:24.480 --> 00:22:25.400 Is it perfect? 599 00:22:25.400 --> 00:22:28.160 No, but is it better than just talking to the mirror? 600 00:22:28.160 --> 00:22:29.000 Probably. 601 00:22:29.000 --> 00:22:31.640 Now, if you aren't gonna, no, this is a row one. 602 00:22:31.640 --> 00:22:33.480 This is actually from the fitness world. 603 00:22:33.480 --> 00:22:37.240 If you get used to squatting, for example, I'll bring it home. 604 00:22:37.240 --> 00:22:38.800 If you squat in the mirror every day 605 00:22:38.800 --> 00:22:41.080 and you can see yourself and you're squatting, 606 00:22:41.080 --> 00:22:42.040 if you go to a competition, 607 00:22:42.040 --> 00:22:43.520 this actually happened to me in my first competition. 608 00:22:43.800 --> 00:22:45.760 I worked out at a gym that had a mirror in front of the squat rack 609 00:22:45.760 --> 00:22:47.320 and so I just, I just always squated there. 610 00:22:47.320 --> 00:22:48.480 I didn't think about it. 611 00:22:48.480 --> 00:22:51.360 When I got to a competition, I had the squat rack 612 00:22:51.360 --> 00:22:53.160 and when I looked out, there was no mirror. 613 00:22:53.160 --> 00:22:55.360 It was just a crowd of people watching me squat 614 00:22:55.360 --> 00:22:57.440 and I was like, oh, this is weird 615 00:22:57.440 --> 00:22:58.800 because I didn't even realize 616 00:22:58.800 --> 00:23:01.800 but it was actually so different from how I trained. 617 00:23:01.800 --> 00:23:03.320 And so from that point going forward, 618 00:23:03.320 --> 00:23:04.360 I turned around in the rack 619 00:23:04.360 --> 00:23:05.760 so that I would be facing the gym at least 620 00:23:05.760 --> 00:23:07.240 so that I wasn't looking at the mirror 621 00:23:07.240 --> 00:23:09.280 so that it was closer approximation to competition. 622 00:23:09.280 --> 00:23:12.720 And so as many of those variables as you can control for, 623 00:23:12.720 --> 00:23:14.520 you want to have in the prep 624 00:23:14.520 --> 00:23:16.520 so that the prep as closely as possible 625 00:23:16.520 --> 00:23:18.120 approximates the performance. 626 00:23:18.120 --> 00:23:20.200 And so there's cramming for it. 627 00:23:20.200 --> 00:23:23.480 Like you having information that'll better arm you 628 00:23:23.480 --> 00:23:27.240 for consulting sales, customer success, whatever, 629 00:23:27.240 --> 00:23:28.840 which by the way, if you're in customer success 630 00:23:28.840 --> 00:23:30.360 like spending five minutes before you get on the call 631 00:23:30.360 --> 00:23:32.720 with a customer, like reviewing the call notes, 632 00:23:32.720 --> 00:23:34.520 reviewing the notes from the sales team, 633 00:23:34.520 --> 00:23:36.280 looking at the person's profile before you get on, 634 00:23:36.280 --> 00:23:37.960 dear God will they think it's absolutely amazing 635 00:23:37.960 --> 00:23:39.400 and it takes this much work. 636 00:23:39.400 --> 00:23:41.440 Like you'll, you'll, like they will think 637 00:23:41.440 --> 00:23:43.600 you're three times cooler with five minutes of work 638 00:23:43.600 --> 00:23:44.880 for a 60 minute call. 639 00:23:44.880 --> 00:23:46.720 Like I almost think that you're saying, 640 00:23:46.720 --> 00:23:49.320 hey, give me five minutes at the beginning of the call 641 00:23:49.320 --> 00:23:51.200 and starting five minutes late will still, 642 00:23:51.200 --> 00:23:52.800 even though I hate starting late 643 00:23:52.800 --> 00:23:55.200 would still yield you a better outcome 644 00:23:55.200 --> 00:23:57.200 at the end of the 60 minutes 645 00:23:57.200 --> 00:24:00.320 than starting on time and not being prepared. 646 00:24:00.320 --> 00:24:03.640 So with the approximation for performance, 647 00:24:05.720 --> 00:24:07.280 it comes down to the return on effort 648 00:24:07.280 --> 00:24:08.320 and return on time. 649 00:24:08.360 --> 00:24:11.480 And so if you're going to talk to a thousand people 650 00:24:11.480 --> 00:24:14.120 and these are, let's say, your ideal customers, 651 00:24:14.120 --> 00:24:17.560 well, if I was gonna have a thousand 101 meetings, 652 00:24:17.560 --> 00:24:19.640 how much would I prepare for each of those 101 meetings? 653 00:24:19.640 --> 00:24:20.480 That was 60 minutes. 654 00:24:20.480 --> 00:24:22.480 I might prepare 10 minutes, right? 655 00:24:22.480 --> 00:24:25.480 Well, if I've 10 minutes times a thousand, okay. 656 00:24:25.480 --> 00:24:27.840 That's a lot of, that's a lot of us, 10,000 minutes. 657 00:24:27.840 --> 00:24:29.040 I don't know what that is in terms of hours, 658 00:24:29.040 --> 00:24:32.240 but let's see, that'd be a thousand divided by six. 659 00:24:32.240 --> 00:24:36.120 That's like, I don't know, 167 hours, right? 660 00:24:36.120 --> 00:24:36.960 Something like that. 661 00:24:37.040 --> 00:24:40.840 And so if 167 hours of prep for that one thing, 662 00:24:40.840 --> 00:24:43.280 now realistically, that might not make sense 663 00:24:43.280 --> 00:24:44.640 because you do have diminishing returns. 664 00:24:44.640 --> 00:24:47.080 And so that's why speaking one to many is higher return, 665 00:24:47.080 --> 00:24:48.960 but just to give yourself a context is like, 666 00:24:48.960 --> 00:24:50.480 when we did the book launch, I was like, 667 00:24:50.480 --> 00:24:53.400 dear God, how much do I prep for a thousand person audience? 668 00:24:53.400 --> 00:24:55.200 And I'm gonna have half a million people there. 669 00:24:55.200 --> 00:24:57.800 I'm gonna have 500,000, I have 500 times. 670 00:24:57.800 --> 00:25:00.240 Why better not waste anyone's time while I'm there 671 00:25:00.240 --> 00:25:01.480 and make sure that every second, 672 00:25:01.480 --> 00:25:03.360 the value per second is super high. 673 00:25:03.360 --> 00:25:06.940 And so I think again, we have to reset our expectations 674 00:25:06.940 --> 00:25:08.840 of how much work it takes to prepare 675 00:25:08.840 --> 00:25:10.200 for the one-time performances, 676 00:25:10.200 --> 00:25:12.320 based on what you expect to get from it. 677 00:25:12.320 --> 00:25:15.260 So if you're gonna do one-time performance to 10 people, 678 00:25:15.260 --> 00:25:18.520 then maybe you prepare for four hours, right? 679 00:25:18.520 --> 00:25:20.480 But if you're gonna talk to a thousand people, 680 00:25:20.480 --> 00:25:22.420 then maybe prepare for 40 hours. 681 00:25:22.420 --> 00:25:24.440 And if you're gonna talk to 10,000 people, 682 00:25:24.440 --> 00:25:26.460 then maybe you do prepare for 400 hours 683 00:25:26.460 --> 00:25:28.020 or it does have a diminishing term, 684 00:25:28.020 --> 00:25:29.820 so maybe it's 200 hours, right? 685 00:25:29.820 --> 00:25:32.300 But I think what most people miss out on is they get up 686 00:25:32.300 --> 00:25:33.660 and they say they're talk once 687 00:25:33.660 --> 00:25:36.180 and they do it once to their wife and once to their dog 688 00:25:36.180 --> 00:25:38.300 and they're like, you know, I'm super nervous. 689 00:25:38.300 --> 00:25:40.300 And so I'll leave you with this. 690 00:25:40.300 --> 00:25:43.780 You are not nervous. 691 00:25:43.780 --> 00:25:45.540 You're under-prepared. 692 00:25:45.540 --> 00:25:47.140 It's not that you have anxiety. 693 00:25:47.140 --> 00:25:48.220 It's that you didn't do the work 694 00:25:48.220 --> 00:25:49.780 that you know you should have done. 695 00:25:49.780 --> 00:25:53.620 And so if I have anxiety about something that's coming up, 696 00:25:53.620 --> 00:25:55.580 that has become my tail-tail sign 697 00:25:55.580 --> 00:25:56.580 that I am under-prepared, 698 00:25:56.580 --> 00:25:58.860 that I didn't do the work that I know I should have done, 699 00:25:58.860 --> 00:26:00.500 and that's when you get nervous. 700 00:26:00.500 --> 00:26:01.780 When you can get up on stage 701 00:26:01.780 --> 00:26:05.380 and you can do whatever your version of the performance is, 702 00:26:05.540 --> 00:26:07.300 and have absolutely zero anxiety, 703 00:26:07.300 --> 00:26:11.420 it's because you absolutely habituated to the stressor. 704 00:26:11.420 --> 00:26:12.420 And so for example, 705 00:26:12.420 --> 00:26:15.100 if you want to get someone to stop being afraid of spiders, 706 00:26:15.100 --> 00:26:18.500 the fastest way to do that is get them into a room with spiders 707 00:26:18.500 --> 00:26:20.580 and let them sit there, have a fucking panic attack, 708 00:26:20.580 --> 00:26:22.620 pass out, wake up again, pass out, wake up again, 709 00:26:22.620 --> 00:26:24.620 until eventually they habituate. 710 00:26:24.620 --> 00:26:26.260 They just realize that they don't die 711 00:26:26.260 --> 00:26:28.100 and they're still there and there are spiders 712 00:26:28.100 --> 00:26:29.140 and they keep living. 713 00:26:29.140 --> 00:26:32.380 And then the phobia is gone, they habituate. 714 00:26:32.380 --> 00:26:34.980 And so what you want to do, or at least how I like to do it, 715 00:26:34.980 --> 00:26:36.740 is I want to habituate to the stressor, 716 00:26:36.740 --> 00:26:38.660 which is if I'm stressed about this thing, 717 00:26:38.660 --> 00:26:40.420 then it means I haven't prepared enough. 718 00:26:40.420 --> 00:26:45.420 And so it's not imposter syndrome, you're just inexperienced, 719 00:26:46.380 --> 00:26:47.820 you're just not good enough yet. 720 00:26:47.820 --> 00:26:49.700 And so I want to make sure that I can control 721 00:26:49.700 --> 00:26:51.100 for all the controllables first, 722 00:26:51.100 --> 00:26:53.700 and then leave room for the uncontrollables, 723 00:26:53.700 --> 00:26:56.020 but have all of my bandwidth available 724 00:26:56.020 --> 00:26:58.260 so that when the mic cuts out, 725 00:26:58.260 --> 00:27:00.500 or the presentation isn't working, 726 00:27:00.500 --> 00:27:01.860 or my clicker runs out of battery, 727 00:27:01.860 --> 00:27:03.260 all of these things have happened, 728 00:27:03.260 --> 00:27:05.540 that I'm still prepared enough, 729 00:27:05.540 --> 00:27:06.620 that people will then are like, 730 00:27:06.620 --> 00:27:08.060 damn, he handled that really well. 731 00:27:08.060 --> 00:27:09.940 It's because this wasn't my first time. 732 00:27:12.020 --> 00:27:14.980 And that's the difference, is that like when you, 733 00:27:14.980 --> 00:27:17.140 you don't want people to think it's your first rodeo, 734 00:27:17.140 --> 00:27:19.180 and so many of you are going into every meeting, 735 00:27:19.180 --> 00:27:21.140 every call, every appointment, 736 00:27:21.140 --> 00:27:24.620 like it's your first rodeo, and they can tell. 737 00:27:24.620 --> 00:27:28.060 Everyone can tell, and the people who can tell the most 738 00:27:28.060 --> 00:27:30.460 are the people who you want to impress the most. 739 00:27:30.500 --> 00:27:33.580 Like it's very easy to impress poor people, 740 00:27:33.580 --> 00:27:35.620 because they don't know any better. 741 00:27:35.620 --> 00:27:38.060 Much more difficult to impress a wealthy person, 742 00:27:38.060 --> 00:27:40.100 because they know how the game works. 743 00:27:40.100 --> 00:27:43.460 And so I see this with the Rolex flex, 744 00:27:43.460 --> 00:27:44.980 or the I rented the Lambo for the day, 745 00:27:44.980 --> 00:27:47.020 and look at my Instagram picture. 746 00:27:47.020 --> 00:27:48.900 Anybody who's really in the game is like, 747 00:27:48.900 --> 00:27:50.820 dude, my jet costs 500 Lamborghini, 748 00:27:50.820 --> 00:27:52.940 it's like I could give a fuck what you drive, right? 749 00:27:52.940 --> 00:27:55.700 Like the way you impress them is you outwork them. 750 00:27:55.700 --> 00:27:58.380 So to impress poor people, you outspend them. 751 00:27:58.380 --> 00:28:00.460 To impress wealthy people, you outwork them. 752 00:28:01.660 --> 00:28:03.500 That's the difference. 753 00:28:03.500 --> 00:28:06.420 So if I see a kid who's not flexing any of that stuff, 754 00:28:06.420 --> 00:28:08.260 but I see how hard this kid's working, 755 00:28:08.260 --> 00:28:10.220 that's what impresses me. 756 00:28:10.220 --> 00:28:12.740 If anything, I see a younger guy who's like 757 00:28:12.740 --> 00:28:16.660 blowing cash to like flex, I'm not even neutral. 758 00:28:16.660 --> 00:28:18.740 I'm less impressed, I'm like, dude, what do you plant? 759 00:28:18.740 --> 00:28:21.980 Like who, I'm like, who are you trying to impress? 760 00:28:21.980 --> 00:28:23.260 And then wherever they say, I'm like, 761 00:28:23.260 --> 00:28:25.180 it's the wrong person, man, 762 00:28:25.180 --> 00:28:28.900 because the right girl also is impressed by how hard you work. 763 00:28:30.340 --> 00:28:31.620 Because they know what that leads, 764 00:28:31.620 --> 00:28:34.140 because people take wealth as an approximation 765 00:28:34.140 --> 00:28:35.860 for character, and that's not true. 766 00:28:36.780 --> 00:28:38.060 They say, I have this Lamborghini, 767 00:28:38.060 --> 00:28:40.180 therefore I work hard, but if you just spend 768 00:28:40.180 --> 00:28:42.180 way beyond your means, which is what I see it as, 769 00:28:42.180 --> 00:28:43.460 especially if you're younger, 770 00:28:45.180 --> 00:28:47.460 I just see that as your responsible and secure. 771 00:28:49.060 --> 00:28:52.740 And so it's making sure that you're putting the right bait out, 772 00:28:52.740 --> 00:28:56.260 and the best bait for getting the right people 773 00:28:56.260 --> 00:28:58.980 is the effort that they know you put in 774 00:28:58.980 --> 00:29:01.100 when they weren't looking. 775 00:29:01.100 --> 00:29:04.540 And you only do that by when you show up the first time, 776 00:29:04.540 --> 00:29:06.140 it looks like it's your hundredth time, 777 00:29:06.140 --> 00:29:09.460 and they know it's the only meaning you have with them 778 00:29:09.460 --> 00:29:11.980 and that you took 20 hours to prep for it, 779 00:29:11.980 --> 00:29:14.180 they're like, all right, this kid's got it, 780 00:29:14.180 --> 00:29:16.780 or this guy's got it, this gal's got it, she gets it. 781 00:29:17.780 --> 00:29:19.940 Like that's all I look at, I'm like, immediately, 782 00:29:19.940 --> 00:29:21.980 it's just like I had that conversation with my billionaire buddy, 783 00:29:22.060 --> 00:29:24.620 he was like, you don't need to say anymore, I get it. 784 00:29:24.620 --> 00:29:27.820 And I feel that way with vendors. 785 00:29:27.820 --> 00:29:28.940 So if I get on the phone with someone 786 00:29:28.940 --> 00:29:31.500 and they have clearly 10 hours of preparation, 787 00:29:31.500 --> 00:29:33.780 20 hours of preparation for that call, 788 00:29:33.780 --> 00:29:35.500 they don't need to sell me that hard. 789 00:29:35.500 --> 00:29:38.380 I'm like, I get it, you've demonstrated in advance 790 00:29:38.380 --> 00:29:39.580 the value that you want to provide 791 00:29:39.580 --> 00:29:41.660 before we start to work together. 792 00:29:41.660 --> 00:29:44.060 Like I get it, like whatever the bill is, 793 00:29:44.060 --> 00:29:45.380 send the invoice, team will take care of it, 794 00:29:45.380 --> 00:29:46.980 let's start working together. 795 00:29:46.980 --> 00:29:49.020 When someone spends all their time trying to sell me, 796 00:29:49.020 --> 00:29:50.260 and I'm like, what did you do to prepare? 797 00:29:50.260 --> 00:29:52.140 And they're trying to overcome with their words, 798 00:29:52.140 --> 00:29:53.900 you already lost. 799 00:29:53.900 --> 00:29:56.380 And so so many of you guys are losing 800 00:29:56.380 --> 00:29:58.740 before you step into the arena. 801 00:29:58.740 --> 00:30:01.380 You're trying to ride a bull for the first time 802 00:30:01.380 --> 00:30:02.820 on your first rodeo. 803 00:30:02.820 --> 00:30:05.500 And then thinking that you need to have some special talent 804 00:30:05.500 --> 00:30:08.740 or some natural whatever, that's gonna make it work, 805 00:30:08.740 --> 00:30:11.340 like why so and so is different or better. 806 00:30:11.340 --> 00:30:13.900 It's because that guy has been three hours a day morning 807 00:30:13.900 --> 00:30:18.900 and afternoon every day for the last two years, riding bulls. 808 00:30:18.980 --> 00:30:20.980 And so he doesn't have to think about that. 809 00:30:20.980 --> 00:30:23.300 His only thing that he's thinking about when he's on the ring 810 00:30:23.300 --> 00:30:25.540 is the uncontrollable so that you can use 811 00:30:25.540 --> 00:30:27.860 100% of his bandwidth for, oh, I had the meeting 812 00:30:27.860 --> 00:30:29.660 and then he brought two people I didn't expect. 813 00:30:29.660 --> 00:30:30.900 Well, tell me more about that. 814 00:30:30.900 --> 00:30:32.260 Oh, that would work well with page two. 815 00:30:32.260 --> 00:30:34.660 If you turn to page two in the prep file I have, 816 00:30:34.660 --> 00:30:36.140 I think this will be really applicable for you. 817 00:30:36.140 --> 00:30:38.940 And when we get there, I'll definitely need your insight. 818 00:30:38.940 --> 00:30:40.060 Oh wow, he included them in. 819 00:30:40.060 --> 00:30:41.780 But if I didn't have that prep ahead of time, 820 00:30:41.780 --> 00:30:43.940 I'd be like, oh wow, I had a game plan. 821 00:30:43.940 --> 00:30:45.060 And now it's totally screwed 822 00:30:45.060 --> 00:30:47.300 because there's two other people who are stakeholders. 823 00:30:47.300 --> 00:30:52.300 So TLDR, you're under prepared most of the time, most of you. 824 00:30:54.540 --> 00:30:57.180 And I'm saying this because I talk to you guys a lot. 825 00:30:58.460 --> 00:31:00.500 Five minutes of prep for 60 minute meeting 826 00:31:00.500 --> 00:31:03.220 will do more than trying to 827 00:31:04.500 --> 00:31:08.140 razzle dazzle your way through with your words once you're on. 828 00:31:08.140 --> 00:31:10.820 I think Sunsu said every battle is one 829 00:31:10.820 --> 00:31:12.460 before the battle begins. 830 00:31:12.460 --> 00:31:14.700 And I think preparation is one of those things 831 00:31:14.700 --> 00:31:17.820 that an ounce of preparation is worth a pound of cure 832 00:31:17.820 --> 00:31:19.020 or pound of post. 833 00:31:19.020 --> 00:31:21.340 And if you want to be the most efficient with your time, 834 00:31:21.340 --> 00:31:23.340 and this is the thing is that I can already hear the obstacle 835 00:31:23.340 --> 00:31:26.140 where someone's like, I just don't have time to prepare. 836 00:31:26.140 --> 00:31:27.540 If you don't have time to prepare, 837 00:31:27.540 --> 00:31:29.940 you don't have time to afford not to prepare 838 00:31:29.940 --> 00:31:33.180 because you get so much more out of that five minutes 839 00:31:33.180 --> 00:31:34.940 than you do out of the 60. 840 00:31:34.940 --> 00:31:37.620 And so if anything, shorten the meeting to 45 minutes 841 00:31:37.620 --> 00:31:39.180 and then take the 15 minutes of prep 842 00:31:39.180 --> 00:31:41.540 because the 45 will still be worth more. 843 00:31:42.540 --> 00:31:44.340 You don't have time not to prepare 844 00:31:44.380 --> 00:31:46.340 because you will get so much more out of the time, 845 00:31:46.340 --> 00:31:47.500 the rest of your time, 846 00:31:47.500 --> 00:31:50.020 that it's the highest ROI time that you have. 847 00:31:50.020 --> 00:31:51.900 Hey guys, if you got value from this 848 00:31:51.900 --> 00:31:53.900 and you think it's gonna help you make more money, 849 00:31:53.900 --> 00:31:57.540 then don't be lame, share the game. 850 00:31:57.540 --> 00:32:00.900 The way that we keep making stuff is based on your feedback. 851 00:32:00.900 --> 00:32:02.740 And so you probably notice I'll continue 852 00:32:02.740 --> 00:32:05.460 to iterate content based on y'all's feedback. 853 00:32:05.460 --> 00:32:07.820 But if you like this and want us to make more of it, 854 00:32:07.820 --> 00:32:09.180 this is what you can do. 855 00:32:09.180 --> 00:32:11.580 Screenshot, whatever it is that you're consuming 856 00:32:11.580 --> 00:32:14.180 this podcast on and share it to whatever social media 857 00:32:14.180 --> 00:32:15.660 you have and tag me in it. 858 00:32:15.660 --> 00:32:17.540 If you tag me in it, I'm gonna share as many of them 859 00:32:17.540 --> 00:32:20.980 as I can because it means the world to me. 860 00:32:20.980 --> 00:32:23.580 And this is how we know that we're on the right path 861 00:32:23.580 --> 00:32:26.660 for the type of stuff that business owners want to consume. 862 00:32:26.660 --> 00:32:28.940 And if it means sharing it on your Slack channel, 863 00:32:28.940 --> 00:32:30.820 sharing it with your team, sharing with an employee, 864 00:32:30.820 --> 00:32:32.660 sharing with your spouse, so they can understand 865 00:32:32.660 --> 00:32:35.140 why you have to prep, why you can't go to the game tonight, 866 00:32:35.140 --> 00:32:36.820 why you can't go to the bar, whatever it is 867 00:32:36.820 --> 00:32:40.700 because prep is just as much of work as the work itself 868 00:32:40.700 --> 00:32:41.940 if not more important. 869 00:32:41.940 --> 00:32:45.140 So prep, appreciate you guys, see you in the next.