WEBVTT - Alex Hormozi: This Is EXACTLY How to Make Your First MILLION (Follow THIS 4-Step Framework to Turn Your Ideas into REAL Money FAST!) 0:00:00.120 --> 0:00:02.800 You can build something very big in about five to 0:00:02.880 --> 0:00:05.240 seven years, And the problem is most people spend that 0:00:05.360 --> 0:00:08.920 same five to seven years reliving the same thirty days 0:00:09.000 --> 0:00:10.760 over and over again. You have to stay in that 0:00:10.840 --> 0:00:14.000 painful place. Staying in the pain is what gives you 0:00:14.080 --> 0:00:16.319 the catalyst to learn how. 0:00:16.239 --> 0:00:19.800 To get out of the pay Please welcome a serial entrepreneur, 0:00:20.040 --> 0:00:23.040 best selling author, and the mind behind a one hundred 0:00:23.079 --> 0:00:26.440 million dollar business portfolio, Alex Hormosis. 0:00:27.040 --> 0:00:30.000 What's that number one misconception you hear when people are 0:00:30.000 --> 0:00:32.600 thinking about building a business, and you go, that's the issue. 0:00:32.640 --> 0:00:33.680 I think the conflict sequence. 0:00:33.720 --> 0:00:35.720 A lot of people who are wanting to make money 0:00:35.840 --> 0:00:38.560 believe that you're making money comes from investing. 0:00:38.640 --> 0:00:40.839 In Vesting is the last thing you do, not the 0:00:40.880 --> 0:00:41.559 first thing you do. 0:00:43.080 --> 0:00:44.720 How do you get over the block of I don't 0:00:44.760 --> 0:00:45.640 want to work for free? 0:00:45.680 --> 0:00:48.040 I actually think it's entitlement. You're not working for free, 0:00:48.080 --> 0:00:49.560 you're learning and then you're earning. 0:00:50.479 --> 0:00:53.280 Should you do what you love for money and love. 0:00:53.080 --> 0:00:55.440 What you do? I think this is big myth. Number two. 0:00:56.600 --> 0:01:00.400 People fail not because there's some magical list nobody has. 0:01:00.520 --> 0:01:03.680 They fail because it's an obvious list nobody does. 0:01:03.920 --> 0:01:05.000 It's the obvious list. 0:01:05.080 --> 0:01:06.640 If you were trying to get in shape, you know 0:01:06.680 --> 0:01:08.119 you should eat less than you should move more. 0:01:08.240 --> 0:01:10.160 You already know what you're supposed to do. The question 0:01:10.200 --> 0:01:11.080 is why you aren't doing it. 0:01:12.200 --> 0:01:14.920 What do you think is the number one emotion that 0:01:15.000 --> 0:01:19.160 people don't know how to control that leads to family fear? 0:01:21.120 --> 0:01:24.400 The number one Health and Well Inness podcast, Jay Setty, 0:01:24.520 --> 0:01:32.039 Jay Setty set Alex Almosey. I've been looking forward to 0:01:32.080 --> 0:01:34.480 this interview for a long long time. My friends are fans, 0:01:34.560 --> 0:01:37.680 I'm a fan, and I know we were in touch, 0:01:37.760 --> 0:01:39.479 like maybe even a couple of years ago. Now it's 0:01:39.520 --> 0:01:43.120 been but I'm so happy to be at the holy 0:01:43.160 --> 0:01:45.919 grail of acquisition dot com. I saw the big logo 0:01:45.959 --> 0:01:48.880 when I walked in. Congratulations and everything you've been up to, 0:01:48.920 --> 0:01:51.480 and I'm so glad to introduce you to my audience, 0:01:51.800 --> 0:01:54.080 some of who I'm sure follow you already and love 0:01:54.120 --> 0:01:55.920 your work. And then I'm hoping you get a ton 0:01:55.960 --> 0:01:57.960 of new fans and a ton of new people being 0:01:57.960 --> 0:01:59.760 impacted through this as well. So thank you so much 0:01:59.800 --> 0:02:00.280 for doing this. 0:02:00.440 --> 0:02:02.160 Well, thank you so much for having me, and I've 0:02:02.200 --> 0:02:05.000 been I'd say a mirror right back. I've been looking 0:02:05.040 --> 0:02:07.240 forward to talking because I think there's so much good 0:02:07.240 --> 0:02:08.399 stuff that I think is going to happen. 0:02:08.400 --> 0:02:09.400 So I'm very excited. 0:02:09.639 --> 0:02:11.480 I love it, Alex. I want to start with asking 0:02:11.520 --> 0:02:13.399 you something that I've been thinking about a lot when 0:02:13.400 --> 0:02:16.160 I'm talking to people today, and it's when I think 0:02:16.160 --> 0:02:19.680 about my community, my audience who's listening right now, what 0:02:19.800 --> 0:02:23.480 are you going to unblock for them? When you if 0:02:23.480 --> 0:02:26.640 someone read all your books, listen to your podcast, listen 0:02:26.639 --> 0:02:30.239 to today's podcast, what are they going to unblock that's 0:02:30.280 --> 0:02:33.200 been tripping them up, keeping them behind, or holding them back. 0:02:33.800 --> 0:02:36.680 I think they would have clarity on what actions were 0:02:36.720 --> 0:02:40.400 required to get what they wanted, and then at that 0:02:40.520 --> 0:02:42.480 point they would only have to just think like why 0:02:42.480 --> 0:02:44.560 am I not doing it? Which is a separate conversation, 0:02:45.000 --> 0:02:47.799 but there's a lot of confusion. I would say around 0:02:47.800 --> 0:02:50.040 like what are the things that are required in order 0:02:50.080 --> 0:02:51.920 to create a business, in order to create an income? 0:02:52.400 --> 0:02:54.240 I would say that I'm an objectivist, and so I 0:02:54.280 --> 0:02:55.800 just look at what are the things that are observable? 0:02:56.280 --> 0:02:58.840 And I think a lot of time people spend inside 0:02:58.880 --> 0:03:02.040 their heads trying to think of about manifesting and energy 0:03:02.080 --> 0:03:03.799 and all of this stuff. When it's like, we got 0:03:03.840 --> 0:03:05.639 to let people know about the stuff we have, we 0:03:05.760 --> 0:03:07.320 got to have something to sell, and we got to 0:03:07.320 --> 0:03:09.840 make sure that what we're charging costs less than it 0:03:09.880 --> 0:03:11.320 costs to deliver it. And we try and do that 0:03:11.360 --> 0:03:13.359 as many times as we can. And so each of 0:03:13.400 --> 0:03:15.840 those pieces obviously as frameworks behind them, but they're all 0:03:15.880 --> 0:03:18.680 tied to one thing, which is just what actions are required. 0:03:18.720 --> 0:03:22.480 And that's been the single pervasive frame in my life 0:03:22.480 --> 0:03:26.480 that has made navigating reality significantly easier for me, because 0:03:26.520 --> 0:03:27.799 I was very confused coming up, and I was like, 0:03:27.800 --> 0:03:28.880 I don't know what any of this is. And I 0:03:28.919 --> 0:03:31.560 read all these self help books and I felt more 0:03:31.600 --> 0:03:33.160 confused after the tenth book than I did in the 0:03:33.160 --> 0:03:35.280 first book. And then it's just like, Okay, what do 0:03:35.280 --> 0:03:37.320 I have to do? And then that is kind of 0:03:37.320 --> 0:03:38.600 what has started this journey for me. 0:03:38.840 --> 0:03:42.480 What's that number one misconception? You hear what people are 0:03:42.520 --> 0:03:46.000 thinking about building a business, making money, changing their financial situation. 0:03:46.320 --> 0:03:48.280 What's the number one thing you hear and you go, 0:03:48.600 --> 0:03:49.440 that's the issue. 0:03:49.480 --> 0:03:51.760 I think the conflate sequence is probably the first and 0:03:51.760 --> 0:03:54.280 biggest thing because a lot of people who are wanting 0:03:54.280 --> 0:03:57.800 to make money believe that the making money comes from investing, 0:03:58.560 --> 0:04:01.080 and investing is the last thing you do, not the 0:04:01.080 --> 0:04:03.040 first thing you do. And so one of the things 0:04:03.080 --> 0:04:04.360 is the look at people are at the end of 0:04:04.360 --> 0:04:06.240 their careers and say, Okay, well, these guys are making 0:04:06.280 --> 0:04:09.360 all these these bets. Right if I just bought this 0:04:09.440 --> 0:04:11.440 mean coin or I just bought bitcoin and twenty thirteen, 0:04:11.480 --> 0:04:13.880 I'd be super rich. But it actually doesn't take into 0:04:13.920 --> 0:04:17.200 consideration what a decision making process like that would create, 0:04:17.279 --> 0:04:19.200 which is if you took a swing at every type 0:04:19.200 --> 0:04:20.760 of bitcoin, because you can't just say I would only 0:04:20.800 --> 0:04:22.320 pick this one. You'd have to say I pick every 0:04:22.320 --> 0:04:24.440 single super long shot. It's like we probably would have 0:04:24.440 --> 0:04:26.279 lost them ninety nine of the other bets, and so 0:04:26.320 --> 0:04:28.479 it's like we have to take it an aggregate. And 0:04:28.560 --> 0:04:32.920 so I would say making active income cool again rather 0:04:32.960 --> 0:04:36.120 than the passive bed and really just gambling. Is Probably 0:04:36.279 --> 0:04:38.800 the first thing that people mess up is that they're 0:04:39.080 --> 0:04:43.000 they somehow think that working or active income is not scalable, 0:04:43.440 --> 0:04:45.480 when in reality, the people who have the most money 0:04:45.560 --> 0:04:48.200 typically have tremendously high incomes, and it's because of the 0:04:48.279 --> 0:04:50.559 excess of cash flow from that income. Are they able 0:04:50.600 --> 0:04:53.760 now to make big swings with riskier bets that sometimes 0:04:53.760 --> 0:04:56.080 pay off and sometimes don't. But you can't take those 0:04:56.120 --> 0:04:59.000 swings unless you have more cash lots coming in from 0:04:59.040 --> 0:05:00.080 the things you do every day. 0:05:00.279 --> 0:05:02.520 You know what, no one's ever said it that well, 0:05:02.560 --> 0:05:04.440 like from everyone I've spoken to, And I'm so glad 0:05:04.440 --> 0:05:08.200 you pointed it out, because I completely agree. I have 0:05:08.360 --> 0:05:11.960 so many friends who, when they saw the rise of 0:05:11.960 --> 0:05:15.840 crypto or whatever it was, jumped in with a large 0:05:16.040 --> 0:05:19.240 sum of their life savings because they heard of a 0:05:19.279 --> 0:05:22.000 friend of a friend of a friend who'd made a killing, 0:05:22.640 --> 0:05:25.760 put it all in there. A week later, it dropped 0:05:25.800 --> 0:05:28.520 by like ten k, they pulled it all out. The 0:05:28.600 --> 0:05:31.560 next week it went up double and it was just 0:05:31.600 --> 0:05:33.640 a mess, and so many of them lost like ten 0:05:33.720 --> 0:05:39.240 twenty thirty forty pounds dollars. And it's all because you're 0:05:39.240 --> 0:05:41.880 thinking that's the way to get there, and it's cooler 0:05:41.920 --> 0:05:45.320 and it's smarter, and like you're a genius, and you're right. Actually, 0:05:45.320 --> 0:05:48.320 everyone I know that's made amazing money on any of 0:05:48.360 --> 0:05:51.520 that already had tons of money and it was play 0:05:51.560 --> 0:05:54.280 money for them. So it just changed into this. So 0:05:54.480 --> 0:05:56.520 what's happening there? Why is it that we've been led 0:05:56.560 --> 0:05:59.600 down this thought process, and how do we get out 0:05:59.640 --> 0:05:59.920 of it? 0:06:00.000 --> 0:06:02.440 I mean, I think it's fundamentally something for nothing fallacy 0:06:02.560 --> 0:06:04.360 of like how can I get rich quick? How can 0:06:04.400 --> 0:06:07.080 I do it really easily? And basically, the more it 0:06:07.120 --> 0:06:09.280 feels like luck is usually where you should have your 0:06:09.279 --> 0:06:11.760 first red flag if you I mean, I have a 0:06:11.760 --> 0:06:14.520 belief that if you control all the variables, then you 0:06:14.520 --> 0:06:16.640 can predict the outcome. Now, we don't always control all 0:06:16.680 --> 0:06:20.000 the variables in any given situation, but the greater number 0:06:20.000 --> 0:06:22.440 of variables we control, the greater influence we have over 0:06:22.440 --> 0:06:24.400 the outcome. And if you're getting into something like this 0:06:24.480 --> 0:06:25.880 and you're like, I actually don't even know what the 0:06:25.960 --> 0:06:28.799 variables are, then it's like you are one hundred percent gambling, 0:06:28.839 --> 0:06:30.640 and so this is your life savings. Would you put 0:06:30.680 --> 0:06:33.719 it on black at the casino? Probably not. This is 0:06:33.760 --> 0:06:36.880 really not that different than that, except at thexino you 0:06:36.880 --> 0:06:37.840 have no nods at least. 0:06:38.120 --> 0:06:39.480 Right here, it's like you have no idea. 0:06:40.000 --> 0:06:43.039 And typically by the time especially gen pop kind of 0:06:43.040 --> 0:06:46.640 retail investors find out about something, it is the peak 0:06:46.880 --> 0:06:49.240 and it is too late, and so you have to 0:06:49.240 --> 0:06:50.839 be at the very beginning of these if you want 0:06:50.839 --> 0:06:53.240 to be speculative, which I whoheartedly am not a big 0:06:53.279 --> 0:06:56.080 fan of speculative investments in general, because it's basically the 0:06:56.120 --> 0:06:57.599 greater fool theory, which is what they called in the 0:06:57.600 --> 0:06:59.760 investment world, which is just like we just keep selling 0:06:59.800 --> 0:07:02.000 to the greater and greater fool until sometimes somebody is 0:07:02.040 --> 0:07:03.560 the greatest fool of all and then it drops. 0:07:03.760 --> 0:07:04.000 Right. 0:07:04.360 --> 0:07:06.680 And so I prefer to think about instead of thinking 0:07:06.720 --> 0:07:09.560 of investments and active income, I think of the just 0:07:09.680 --> 0:07:12.200 money per unit of time, and that kind of takes 0:07:12.200 --> 0:07:14.520 out this binary what I would consider a false binary 0:07:14.560 --> 0:07:17.600 if active and passive and think well, and I feel 0:07:17.640 --> 0:07:20.080 like I can prove this pretty clearly, which is we 0:07:20.160 --> 0:07:23.360 live in time and we collect money in that period 0:07:23.400 --> 0:07:25.720 of time. And so fundamentally, all we want to do, 0:07:25.720 --> 0:07:27.360 if one to increase our income is just think what 0:07:27.400 --> 0:07:30.040 are we earning per unit? And this is where again 0:07:30.120 --> 0:07:32.360 bad piece of advice is like never sell your time. 0:07:32.400 --> 0:07:33.840 It's like, okay, well, if someone give you a billion 0:07:33.880 --> 0:07:34.800 dollars for an hour, would you. 0:07:34.840 --> 0:07:35.280 Not sell that? 0:07:36.120 --> 0:07:39.320 I would, right, And so it's a question of how 0:07:39.400 --> 0:07:41.520 much is your time worth? And then that creates a 0:07:41.560 --> 0:07:44.720 much more actionable decision making framework of is this worth 0:07:44.760 --> 0:07:47.320 it or not? And to ladder up to the active 0:07:47.360 --> 0:07:51.920 versus passive, it's how active is it versus how passive 0:07:51.960 --> 0:07:54.400 is it? And it's my belief that nothing is passive 0:07:54.640 --> 0:07:57.360 because there's always going to be a certain amount of 0:07:57.400 --> 0:07:58.200 if you're doing it right. 0:07:58.320 --> 0:07:59.720 Let's say, if you want, you made one passive. 0:08:00.440 --> 0:08:02.080 If you're doing it the right way, you probably should 0:08:02.080 --> 0:08:04.640 have looked at a hundred deals and all of that 0:08:04.680 --> 0:08:07.000 took time, and all of that takes diligence, and then 0:08:07.040 --> 0:08:09.680 after doing all this analysis, then you decide to make 0:08:09.680 --> 0:08:12.200 this investment. And so to say that it's passive, it's 0:08:12.200 --> 0:08:14.200 like it doesn't take into account all of the research 0:08:14.240 --> 0:08:16.040 that goes into ahead of time, which is absolutely still 0:08:16.080 --> 0:08:18.680 work now after the investment. Sure, but there's still time 0:08:18.720 --> 0:08:21.920 that you're trading by first breaking that idea of like 0:08:22.200 --> 0:08:23.720 if we're in order for me to get rich, it 0:08:23.760 --> 0:08:25.320 must be something that I don't trade my time for. 0:08:25.400 --> 0:08:28.320 I think is like big myth number one. So if 0:08:28.360 --> 0:08:30.480 we assume that, then we say, okay, I have to 0:08:30.520 --> 0:08:32.959 trade my time for money because money comes in over time. 0:08:33.360 --> 0:08:35.120 What are the things that I can trade my time 0:08:35.160 --> 0:08:37.319 for that will get me more than I'm currently getting, 0:08:37.360 --> 0:08:39.400 which is a much more solvable problem that also is 0:08:39.400 --> 0:08:42.680 significantly less risky. And so especially when you're trading time, 0:08:42.720 --> 0:08:44.960 we have some and so we don't we really just 0:08:45.040 --> 0:08:46.640 risk the time to be like I would, I never 0:08:46.679 --> 0:08:48.400 want to I don't want to sell them. I'm I'm 0:08:48.400 --> 0:08:50.679 not a slave. It's like calm down, where it's a 0:08:50.760 --> 0:08:53.240 voluntary exchange and if it's and here's the thing is, 0:08:53.440 --> 0:08:55.040 if you don't think the price is worth it, then 0:08:55.040 --> 0:08:56.520 don't make the trade. And that's one of the beauties 0:08:56.520 --> 0:08:58.720 of capitalism is it's two parties both saying they'll be 0:08:58.720 --> 0:09:01.360 better off. And so fundamentally, I would say the focus 0:09:01.400 --> 0:09:03.240 of the content and stuff that I put out is 0:09:03.880 --> 0:09:05.920 how can I equip people with the skills so that 0:09:05.960 --> 0:09:07.760 when they trade that time think it more for it, 0:09:07.840 --> 0:09:09.480 and then continue to trade up and up and up 0:09:09.480 --> 0:09:10.480 for the rest of their careers. 0:09:10.720 --> 0:09:15.000 Yeah. I mean, that's actually such counterintuitive advice to what 0:09:15.040 --> 0:09:17.160 I feel has been spreading on the internet for the 0:09:17.240 --> 0:09:22.120 last two decades of every conversations around passive income. Yeah, 0:09:22.160 --> 0:09:24.480 I feel like every one of my friends is addicted 0:09:24.920 --> 0:09:27.520 to figuring out how they can make passive income and 0:09:27.559 --> 0:09:30.360 those are the same people that are not making any 0:09:30.559 --> 0:09:33.760 more money than they already were. But it's this addiction 0:09:33.880 --> 0:09:38.000 and obsession with if I figured this out, then I 0:09:38.040 --> 0:09:40.160 won't have I can quit my day job and whatever 0:09:40.200 --> 0:09:40.520 it may be. 0:09:41.480 --> 0:09:44.199 Ye, And I've had influence so that my neighbor is 0:09:45.760 --> 0:09:48.760 he owns Panda Express and so last time I checked, 0:09:48.760 --> 0:09:51.800 they did three point seven billion dollars in revenue and 0:09:51.840 --> 0:09:53.559 they have about a twenty seven percent that March, and 0:09:53.600 --> 0:09:55.280 so he took home nine hundred and thirty five million 0:09:55.320 --> 0:09:59.000 dollars in personal income, not investment income. And so people 0:09:59.040 --> 0:10:00.920 see his investment porfolio, which is impressive, as you can 0:10:00.960 --> 0:10:02.719 imagine be doing it forty five years, and so. 0:10:02.720 --> 0:10:03.920 That starts to add up, right. 0:10:04.640 --> 0:10:06.160 But the thing is you can only take these kind 0:10:06.160 --> 0:10:08.719 of bigger swings or bigger bets because he has this 0:10:09.200 --> 0:10:11.480 very regular cash. So they spent forty five years building, 0:10:11.960 --> 0:10:14.679 and I would say that what's interesting is that you 0:10:14.720 --> 0:10:17.920 can build something very big in about five to seven years. 0:10:18.320 --> 0:10:20.240 And the problem is that I think most people spend 0:10:21.040 --> 0:10:24.800 that same five to seven years reliving the same thirty 0:10:24.880 --> 0:10:27.240 days over and over again, jumping from thing to thing 0:10:27.280 --> 0:10:30.240 to thing, and never actually getting the root set so 0:10:30.280 --> 0:10:33.160 that they can pay down their ignorance tax of not 0:10:33.320 --> 0:10:36.120 knowing enough. Basically, there's I would say there's five stages 0:10:36.160 --> 0:10:38.600 that most newer entrepreneurs are people who want to pursue 0:10:38.640 --> 0:10:41.760 income go through. So the first is what I call 0:10:41.840 --> 0:10:44.080 uninformed optimism. So your friend tells you about this thing 0:10:44.080 --> 0:10:46.400 they made ten grand on and you're like, that sounds amazing. 0:10:46.400 --> 0:10:48.920 You're uninformed, but you're optimistic, right, and so then you 0:10:48.920 --> 0:10:50.560 get into it, and then all of a sudden you 0:10:50.600 --> 0:10:53.960 get to informed pessimism. So you get in and then 0:10:53.960 --> 0:10:55.280 you put your money in and then it drops and 0:10:55.360 --> 0:10:57.560 you're like, wow, this sucks. And then you know, people 0:10:57.600 --> 0:10:58.960 are like buy the dip, and so you're like, OK, 0:10:59.440 --> 0:11:01.200 I'm gonna put more money in. And so then you 0:11:01.200 --> 0:11:02.800 get to kind of stage three, which is the value 0:11:02.840 --> 0:11:04.600 to spare, where you're like, oh my god, I've lost 0:11:04.640 --> 0:11:06.960 so much money. I have no idea what's going on 0:11:07.080 --> 0:11:09.000 right now. And at stage three there's kind of a 0:11:09.040 --> 0:11:11.760 fork and so either people then go, well, my other 0:11:11.760 --> 0:11:13.760 friend told me about this other thing, and they jump 0:11:13.840 --> 0:11:16.360 back to step one and go to uninformed optimism, and 0:11:16.400 --> 0:11:18.440 then they just they funnel through that loop over and 0:11:18.480 --> 0:11:21.680 over again. Now to break through that dip, you have 0:11:21.720 --> 0:11:26.040 to basically get to stage four, which is informed optimism. 0:11:26.400 --> 0:11:28.760 So now you understand the rules of the game, you 0:11:28.840 --> 0:11:31.439 understand the variables at play, and it's not as good 0:11:31.440 --> 0:11:33.520 as you thought it was, but you at least get it, 0:11:34.040 --> 0:11:35.920 and so from there then you can get to achievement. 0:11:36.000 --> 0:11:37.040 Right is the fifth step. 0:11:37.080 --> 0:11:39.200 But the thing is that you have to stay in 0:11:39.240 --> 0:11:42.880 that third painful place, because staying in the pain is 0:11:42.920 --> 0:11:45.800 what gives you the catalyst. 0:11:45.559 --> 0:11:47.200 To learn how to get out of pain. 0:11:47.520 --> 0:11:49.880 And so rather than trying to pull your parachute, it's like, 0:11:49.960 --> 0:11:52.640 I have to trudge through this so that it forces 0:11:52.720 --> 0:11:55.240 me to learn the individual skills, the individual variables that 0:11:55.280 --> 0:11:57.360 affect this outcome, and that means I might have to 0:11:57.400 --> 0:11:59.760 take twenty more lashings to finally get it, and then 0:12:00.280 --> 0:12:02.959 point it starts to tick up, and then that's when 0:12:02.960 --> 0:12:03.360 you start to. 0:12:03.320 --> 0:12:05.000 Become more of an expert, more of a master at something. 0:12:05.040 --> 0:12:06.440 Yeah, and if you don't send that pain, you're gonna 0:12:06.520 --> 0:12:09.120 keep repeating that cycle with something new. So it's crypto, 0:12:09.160 --> 0:12:10.920 then it was nft IS and it was whatever else 0:12:11.040 --> 0:12:12.920 just keeps going around and around around is that system 0:12:12.960 --> 0:12:13.640 in this new book. 0:12:13.920 --> 0:12:16.640 So this is probably for one trunk above that. 0:12:16.840 --> 0:12:19.600 Okay, got it, gotta got it? No, because I was 0:12:20.440 --> 0:12:23.120 I love the way you break down the journey that 0:12:23.160 --> 0:12:24.960 we go through in our mind, and you do that 0:12:25.000 --> 0:12:27.400 with multiple things, because I think we don't even see it, 0:12:27.840 --> 0:12:30.440 Like that pattern you just explained is a pattern you 0:12:30.480 --> 0:12:33.320 could live for three decades. You've just saved people three 0:12:33.360 --> 0:12:35.800 decades of pain by pointing it out and saying, well, 0:12:35.800 --> 0:12:38.640 this is what you're doing and here's how to shift that. 0:12:39.000 --> 0:12:41.120 And I think people make the mistake where we go, 0:12:41.400 --> 0:12:43.640 I don't have time to learn, so I'm going to 0:12:43.760 --> 0:12:45.679 learn from someone who makes me feel like I can 0:12:45.760 --> 0:12:48.920 learn it in an hour, and then I'm going to 0:12:49.000 --> 0:12:53.600 do it, which still is uninformed optimism. So how do 0:12:53.679 --> 0:12:57.160 we learn? Where do we go? How do you build 0:12:57.240 --> 0:12:59.520 that time to say? How many hours do I need 0:12:59.520 --> 0:13:01.080 to even learn about this? So I'm going to put 0:13:01.120 --> 0:13:03.120 money in it? How would you calculate that If someone 0:13:03.200 --> 0:13:04.840 is like I'm going to put in a thousand I'm 0:13:04.840 --> 0:13:06.959 going to put in a ten thousand dollars, how much 0:13:07.000 --> 0:13:09.680 time should they put to value that amount of money? 0:13:10.160 --> 0:13:13.800 So great question. I would reframe the premise, which would 0:13:13.840 --> 0:13:17.000 be we'd still be operating under this as I'm going 0:13:17.000 --> 0:13:19.560 to put money into something, And so I would reject 0:13:19.600 --> 0:13:21.559 the original premise and say, well, if you want to 0:13:21.559 --> 0:13:23.280 get really good at something, then why don't we start 0:13:23.320 --> 0:13:26.360 with the skills that generate income. And so if we 0:13:26.400 --> 0:13:28.680 follow kind of the three elements of a business at 0:13:28.720 --> 0:13:30.960 its most basic form is you have some element of promotion, 0:13:31.000 --> 0:13:32.400 so we got to let people know about our stuff. 0:13:32.640 --> 0:13:34.400 The second element is we got to have a way 0:13:34.400 --> 0:13:36.000 to convert them, so we have to be able to 0:13:36.000 --> 0:13:38.600 sell some sort of exchange mechanism, and then finally have 0:13:38.640 --> 0:13:42.000 to deliver right. So track, convert, deliver very easy, well, 0:13:42.120 --> 0:13:44.760 easy to easy to say, harder to do right. Within 0:13:44.800 --> 0:13:46.640 each of those things, it's like, okay, well how do 0:13:46.679 --> 0:13:49.160 I let people know about my stuff? Or even before that, 0:13:49.520 --> 0:13:50.600 what stuff do I sell? 0:13:50.880 --> 0:13:51.040 Right? 0:13:51.400 --> 0:13:53.600 And so that's where I like to think about it 0:13:53.640 --> 0:13:56.080 as people trying to think, man, there's so many people 0:13:56.160 --> 0:13:58.880 and try to boil the ocean, like it's impossible to 0:13:59.480 --> 0:14:01.840 try and think what business could I possibly start because 0:14:01.840 --> 0:14:05.280 you're trying to address the world when it's much easier 0:14:05.280 --> 0:14:07.080 to say, what are the problems that exists? In my life, 0:14:07.440 --> 0:14:09.160 and I kind of think about it as the three p's, Like, 0:14:09.160 --> 0:14:11.800 most businesses come out of a passion, so something that 0:14:11.800 --> 0:14:12.920 you're just inherently interested in. 0:14:13.120 --> 0:14:14.200 They come out of a profession. 0:14:14.240 --> 0:14:16.079 So you currently exchange Right now, you have a job 0:14:16.120 --> 0:14:19.080 whatever it is, and you get paid, maybe not as 0:14:19.120 --> 0:14:21.000 much as you want, but you do get paid for 0:14:21.120 --> 0:14:23.840 exchanging some sort of value with the business. And the 0:14:23.880 --> 0:14:26.880 third is P, which is pain. Right, so there's some 0:14:26.960 --> 0:14:28.760 deep pain that sometimes you went through. So maybe it's 0:14:28.760 --> 0:14:31.240 a mom who had to figure out how to create 0:14:31.640 --> 0:14:34.120 non allergenic food for their kids, right, It's be something 0:14:34.160 --> 0:14:36.840 as small as that. And so from that, those three 0:14:36.920 --> 0:14:40.120 kind of buckets is I think the best starting point 0:14:40.200 --> 0:14:42.600 for most people who want to start making an income. 0:14:42.600 --> 0:14:44.880 It's like, okay, well, if you're inherently interested in this topic, 0:14:45.120 --> 0:14:47.040 it's like, can we make Can we let people know 0:14:47.040 --> 0:14:49.320 about stuff around that topic, Can we create solutions around 0:14:49.360 --> 0:14:51.440 that stuff? Can we create services? Which is where I 0:14:51.440 --> 0:14:53.080 prefer most people start, which, to be fair, in the 0:14:53.160 --> 0:14:56.720 United States, seventy eight percent of businesses are service based businesses, 0:14:56.720 --> 0:14:58.320 and I think it's because they're the easiest to start. 0:14:58.320 --> 0:15:00.280 You just trade time for money. Low risk. 0:15:01.560 --> 0:15:03.080 You either get rich of it or you don't. But 0:15:03.160 --> 0:15:05.000 like your base is zero. 0:15:06.000 --> 0:15:10.240 Have you seen any metrics in success rates between passion, profession, 0:15:10.240 --> 0:15:10.600 and pain. 0:15:11.120 --> 0:15:14.200 No, I haven't. That would I really want to know now. 0:15:15.240 --> 0:15:18.200 Yeah. The reason why I ask it is because I've 0:15:18.200 --> 0:15:19.880 been thinking about this for so long and I want 0:15:19.880 --> 0:15:21.280 to go through each of those because I think they're 0:15:21.320 --> 0:15:25.320 really I think it's really sound advice. I used to 0:15:25.400 --> 0:15:28.600 really believe that everyone should try to do what they 0:15:28.640 --> 0:15:32.000 love and love what they do, and I've changed my 0:15:32.040 --> 0:15:36.760 mind about that. And I used to believe it very strongly, 0:15:36.880 --> 0:15:41.600 probably like ten years ago, only to then realize that 0:15:41.600 --> 0:15:45.040 that works great for the one to ten percent, but 0:15:45.120 --> 0:15:46.880 for the majority of people, that's going to be really, 0:15:46.880 --> 0:15:51.240 really hard. And recently I was giving the Princeton commencement 0:15:51.280 --> 0:15:55.440 speech for their graduation, and I was thinking about it 0:15:55.440 --> 0:15:57.320 a lot before I gave that speech, because it's like, 0:15:57.360 --> 0:16:00.960 wait a minute, these are like the most talented, smartest 0:16:01.320 --> 0:16:04.760 people in the country who have everything at their disposal. 0:16:05.400 --> 0:16:07.400 And I know that even some of these people may 0:16:07.440 --> 0:16:10.320 not get a job they love or may never ever 0:16:10.360 --> 0:16:12.880 build something they love. But guess what, everyone needs money 0:16:12.920 --> 0:16:15.120 to survive. So the question is, and I want to 0:16:15.120 --> 0:16:17.200 hear your take on it, and I'll reflect back, is 0:16:17.960 --> 0:16:20.560 should you do what you love for money and love 0:16:20.600 --> 0:16:21.040 what you do? 0:16:22.120 --> 0:16:24.240 I think this is big myth number two, So if 0:16:24.240 --> 0:16:26.560 we have we start with, you know, passive versus active 0:16:26.640 --> 0:16:29.760 is big problem Number one. Number two is follow your passion. 0:16:30.280 --> 0:16:32.280 I think the reason that this is so espoused. I'll 0:16:32.280 --> 0:16:34.320 start where I think the idea comes from and then 0:16:34.440 --> 0:16:36.720 kind of break down from there. I think it's because 0:16:37.160 --> 0:16:40.960 most of those commitment speeches are billionaires or very successful people, 0:16:41.000 --> 0:16:42.920 and they say, follow your passion. But if we think through, 0:16:43.760 --> 0:16:46.600 what other advice could they give that would be socially acceptable. 0:16:46.720 --> 0:16:48.800 They can't say, you know, I got lucky. They can't 0:16:48.840 --> 0:16:52.880 say I worked, you know, super hard, because we were 0:16:53.000 --> 0:16:53.680 like sure. 0:16:53.560 --> 0:16:53.720 You know. 0:16:54.280 --> 0:16:56.200 And so then it's like, okay, well, they're never going 0:16:56.280 --> 0:16:59.000 to get attacked for saying follow your passion. But the 0:16:59.080 --> 0:17:01.760 problem with that is it also assumes that your passion 0:17:01.840 --> 0:17:04.840 or your interests will never change. And I mean, anybody 0:17:04.880 --> 0:17:06.239 who's listening to this, just think about what you were 0:17:06.240 --> 0:17:08.600 really interested in ten years ago. It's probably different than 0:17:08.720 --> 0:17:11.399 it is now. And if you exrapolate that in another ten 0:17:11.440 --> 0:17:14.679 years it'll probably different again. And so if we can 0:17:14.720 --> 0:17:17.120 think about the hypothetical extreme of a really successful person 0:17:17.119 --> 0:17:19.000 as someone who sticks with the same thing for an 0:17:19.000 --> 0:17:20.760 extended period of time, which is something that I believe 0:17:21.080 --> 0:17:23.240 because you learn all the lessons you possibly can in 0:17:23.280 --> 0:17:25.560 a very narrow field, right, and that you basically try 0:17:25.560 --> 0:17:27.159 and make as many mistakes as you can, and if 0:17:27.200 --> 0:17:30.239 you basically pay off all the ignorance that you can, 0:17:30.280 --> 0:17:32.040 it's like you end up just succeeding by default if 0:17:32.040 --> 0:17:34.280 you just fail every other way. But if you try, 0:17:34.320 --> 0:17:35.600 and if you try to do too many things, you 0:17:35.640 --> 0:17:38.360 never actually get to push the road all the way, 0:17:38.400 --> 0:17:40.600 you know, trudge through the mud and get there, because 0:17:40.720 --> 0:17:42.960 you're only learning one or two mistakes in many fields 0:17:43.000 --> 0:17:45.479 and not many in one. And so the follow your 0:17:45.480 --> 0:17:49.399 passion issue is that, yeah, number one, the passions will change. 0:17:49.680 --> 0:17:51.960 Number two is that sometimes you're passionate about things that 0:17:52.000 --> 0:17:54.600 people don't value. And the thing is there's something wrong 0:17:54.640 --> 0:17:55.920 with that. It's just that it will be very hard 0:17:55.920 --> 0:17:58.159 to make an income that way. The third thing is 0:17:58.160 --> 0:18:00.719 that I think that it creates an emotionality around business 0:18:00.800 --> 0:18:03.639 or income, which is at the moment it doesn't feel 0:18:03.680 --> 0:18:06.359 good that you believe the mid that you should stop 0:18:07.000 --> 0:18:09.320 when I think that if you and I were to 0:18:09.320 --> 0:18:12.119 talk about, you know, the business side of anything. There 0:18:12.119 --> 0:18:14.320 are elements that I love and there are elements that 0:18:14.359 --> 0:18:18.840 I hate, and I see them as both required. You know, 0:18:18.840 --> 0:18:20.880 I would love to maximize one versus or the other, 0:18:20.920 --> 0:18:24.040 but it's just the cost of doing business literally. But 0:18:24.160 --> 0:18:26.960 I try to reframe that pain that comes from doing 0:18:27.040 --> 0:18:28.520 the things that I don't want to do to do 0:18:28.520 --> 0:18:30.359 the things that I do want to do as the 0:18:30.400 --> 0:18:32.920 price tag required to become the person that I want 0:18:32.920 --> 0:18:35.760 to become. And so if we think about the traits 0:18:35.800 --> 0:18:38.000 of any person, so it's like, if I want to 0:18:38.000 --> 0:18:40.679 be patient, then I can't expect things to happen faster. 0:18:40.880 --> 0:18:41.919 Right Like if we were to go to the end 0:18:41.920 --> 0:18:43.879 of our lives and say, hey, I want these character traits, 0:18:44.280 --> 0:18:45.880 It's like, well, if you had to play a character, 0:18:46.200 --> 0:18:48.320 you know, in a video game and make them that way, 0:18:48.440 --> 0:18:49.840 It's like, well, what would you have to put them 0:18:49.840 --> 0:18:51.560 through in order to get those traits. It's like, well, 0:18:51.560 --> 0:18:53.080 if you want patients, then you're not going to get 0:18:53.080 --> 0:18:55.679 things quickly. If you want to have endurance, it's like 0:18:55.680 --> 0:18:58.640 you have to be able to tlright suffering right. If 0:18:58.680 --> 0:19:00.000 you want to be wise, it's like you're going to 0:19:00.119 --> 0:19:01.840 have to get burned and you're gonna have to learn 0:19:01.880 --> 0:19:03.960 the value of judgment, and sometimes that means you're going 0:19:04.000 --> 0:19:06.159 to get betrayed in order to learn that pattern. And 0:19:06.240 --> 0:19:09.760 so it's like we lament the price tag for the 0:19:09.800 --> 0:19:12.160 things that we want. And I think that at least 0:19:12.160 --> 0:19:14.600 for me, my ultimate, you know, long term goal is 0:19:14.600 --> 0:19:17.560 just to become the person the best version of me right, 0:19:17.600 --> 0:19:19.359 and I think that in order for that to happen, 0:19:19.359 --> 0:19:22.159 I will have to go through pain. And so the 0:19:22.359 --> 0:19:25.720 follow your passion, you know, moniker also creates this emotionality 0:19:25.720 --> 0:19:27.760 that gets you to quit when you really are on 0:19:27.800 --> 0:19:29.720 the right path, and it's just this is just part 0:19:29.720 --> 0:19:31.359 of it. And so I think those are probably the 0:19:31.359 --> 0:19:34.000 big three that I think about when it comes to 0:19:34.240 --> 0:19:37.560 why follow your passion doesn't serve most people. And the 0:19:37.600 --> 0:19:40.320 other I would say, bonus four might be that you 0:19:40.400 --> 0:19:42.679 might be really good at something and people are very 0:19:42.680 --> 0:19:45.480 willing to exchange money for that thing, and it doesn't 0:19:45.480 --> 0:19:47.280 mean that you actually have to do the thing that 0:19:47.280 --> 0:19:49.119 you work on that you make money on all the 0:19:49.160 --> 0:19:53.000 hours of the day, right, Like you can work for 0:19:53.400 --> 0:19:55.040 twenty or thirty hours a week and then have the 0:19:55.080 --> 0:19:56.679 other one hundred and twenty to do whatever you want, 0:19:56.680 --> 0:19:59.159 one hundred and thirty to do whatever you want. And 0:19:59.200 --> 0:20:01.879 that's I mean, not a bad thing in my opinion. 0:20:02.520 --> 0:20:05.520 Yeah, that's the reason I asked. And I think even 0:20:05.560 --> 0:20:09.320 the advice follow your passion doesn't mean focus on your passion, right, 0:20:09.359 --> 0:20:13.080 Like there's this confusion with time. So even when I 0:20:13.080 --> 0:20:15.159 think about it in my life, when I left the 0:20:15.160 --> 0:20:17.159 monastery and went to work as a consultant because I 0:20:17.200 --> 0:20:20.120 needed to pay the bills again, a very real decision 0:20:20.560 --> 0:20:22.720 because I was twenty five years old living in my 0:20:23.560 --> 0:20:27.080 loft room in my parents' house again and that couldn't 0:20:27.160 --> 0:20:30.879 last very long. When I went into that work, I 0:20:30.960 --> 0:20:35.119 was teaching meditation by lunch. Like in my lunch breaks 0:20:35.119 --> 0:20:37.120 in the evenings, I would teach meditation to my colleagues. 0:20:37.359 --> 0:20:39.560 There was no demand for it. Two people would show 0:20:39.640 --> 0:20:43.480 up twenty thirteen. This was meditation and mindfulness were not 0:20:43.720 --> 0:20:48.880 this global movement, and I was just enjoying it because 0:20:48.920 --> 0:20:52.200 I was following my passion. But I was making money 0:20:52.280 --> 0:20:54.919 by being a consultant, which was trading my time for money. 0:20:55.520 --> 0:20:57.840 As I followed that passion more, I got more confidence 0:20:57.880 --> 0:21:01.720 in it. The market changed. We're in a very different 0:21:01.800 --> 0:21:05.840 landscape today twelve years on, for there being business opportunities 0:21:05.880 --> 0:21:08.800 and wellness and health that didn't exist twelve years ago. 0:21:09.160 --> 0:21:11.280 And so now, following my passion for all of that 0:21:11.359 --> 0:21:13.439 time meant there was a time when I could focus 0:21:13.480 --> 0:21:16.720 on it. But let's say I had another passion that 0:21:16.960 --> 0:21:20.200 wasn't monetizable people weren't interested in at all. I could 0:21:20.240 --> 0:21:22.120 follow it for years and bring it into my work 0:21:22.160 --> 0:21:23.720 and bring it into my life, and it would beautiful 0:21:23.720 --> 0:21:26.359 and I'd be more fulfilled, But it didn't need to 0:21:26.400 --> 0:21:29.920 be my thing, right And so I really really like 0:21:30.040 --> 0:21:32.760 that advice, and it's something that I almost want to 0:21:32.760 --> 0:21:37.720 propagate so hard right now because I feel just responsible 0:21:37.800 --> 0:21:40.479 that for so long we've been telling people to, you know, 0:21:40.600 --> 0:21:42.000 just do what you love and chase what you love. 0:21:42.040 --> 0:21:44.320 And it's like, yeah, in your private time and personal time, 0:21:44.359 --> 0:21:47.000 you should, but don't think that that has to be 0:21:47.000 --> 0:21:48.639 the thing you make money from, especially if you have 0:21:48.640 --> 0:21:49.840 a really obscure, oh. 0:21:49.840 --> 0:21:50.320 Yeah, gift. 0:21:50.760 --> 0:21:53.200 I one hundred percent agree. I mean, I'm a utilitarian. 0:21:53.359 --> 0:21:56.000 I tend to be very I've probably edged too much 0:21:56.040 --> 0:22:00.439 on pragmatic. And maybe that's just the immigrant upper of 0:22:00.520 --> 0:22:00.840 just like. 0:22:00.760 --> 0:22:02.320 How are you going to pay your bills? Yeah, that's 0:22:02.320 --> 0:22:02.920 all I cared. 0:22:02.920 --> 0:22:04.760 All The funny thing is I had that too. Yeah, no, 0:22:04.840 --> 0:22:08.080 for sure, immigrants too. But I think that there's a 0:22:08.760 --> 0:22:11.520 I think I got really lucky to figure out what 0:22:11.560 --> 0:22:14.439 I loved really early, and I got really lucky that 0:22:14.480 --> 0:22:16.080 I got to get really good at it really early. 0:22:16.520 --> 0:22:19.040 I had this mentor really early on in my career 0:22:19.160 --> 0:22:22.040 who said, never do what you love, because then it 0:22:22.040 --> 0:22:25.560 becomes work. And so just to completely countertake, and this 0:22:25.600 --> 0:22:27.960 guy was a guy who just had a normal He 0:22:28.000 --> 0:22:30.560 had three or four stores that he ran, and he 0:22:30.640 --> 0:22:33.640 retired at age twenty eight, and not as a gazillionaire. 0:22:33.680 --> 0:22:35.399 I think he made something in the impater, probably like 0:22:35.400 --> 0:22:37.720 thirty forty thousand dollars a month, you know, take home. 0:22:38.080 --> 0:22:41.639 And for twenty years he did nothing besides collect his 0:22:41.680 --> 0:22:43.680 money once a month, and then he played golf five 0:22:43.760 --> 0:22:45.680 days a week and he got to hang out and 0:22:45.720 --> 0:22:47.960 watch and basically be there for the entirety of his kids. 0:22:48.000 --> 0:22:50.800 And he loved that and that was that he accomplished it. 0:22:50.840 --> 0:22:52.159 He used to tell me He's like, I slayed the 0:22:52.200 --> 0:22:55.240 dragon of life. And so what's interesting is that now 0:22:55.280 --> 0:22:57.040 that his girls are out of the house, he now 0:22:57.119 --> 0:22:58.359 is going back and he's back in door. 0:22:58.400 --> 0:22:59.840 He's like, well, what am I going to do now? Right? 0:23:00.200 --> 0:23:03.000 I wholeheartedly agree with the not following your passion piece. 0:23:03.280 --> 0:23:07.320 The practical translation might be at least my third myth 0:23:07.320 --> 0:23:09.439 that I would probably tack onto this as we're building 0:23:09.480 --> 0:23:14.840 these is overbelief in idea and under belief in execution. 0:23:15.960 --> 0:23:18.280 And so there's two almost of this. So one is 0:23:18.280 --> 0:23:21.320 that I think many people who are intimidated to start 0:23:21.359 --> 0:23:23.520 believe that they have to start the next Facebook. And 0:23:24.400 --> 0:23:26.720 you know, the Zuckerbergs and the basis of a world 0:23:27.080 --> 0:23:30.479 are so incredibly rare. The vast majority of people who 0:23:30.480 --> 0:23:33.760 gotten into business have many many failured and many many failures, 0:23:33.800 --> 0:23:39.400 many many failed businesses that led them to fail into success, right. 0:23:39.760 --> 0:23:42.000 And so one is that the idea has to be 0:23:42.040 --> 0:23:44.600 this big, amazing thing. And the second is that you 0:23:44.640 --> 0:23:48.640 shouldn't that the idea itself is the success, right, because 0:23:48.640 --> 0:23:50.119 they'll share with as many people as they can, and 0:23:50.119 --> 0:23:53.000 they almost scratch the itch of starting when you haven't 0:23:53.000 --> 0:23:55.600 done anything. I say, there's basically four steps of starting 0:23:55.640 --> 0:23:57.920 a business. It's like, you have to get an LLC, 0:23:58.320 --> 0:24:00.639 you take the LLC to a bank, and then you 0:24:00.680 --> 0:24:02.960 get a bank account, and then you connect that bank 0:24:02.960 --> 0:24:06.040 account to a payment processor, and then you go ask 0:24:06.080 --> 0:24:08.600 a stranger if you can do something in exchange for money. 0:24:08.800 --> 0:24:10.280 And if you do all four of those things, you 0:24:10.280 --> 0:24:10.960 have a business. 0:24:11.160 --> 0:24:13.800 That's it, right, And so a lot of people like 0:24:14.119 --> 0:24:16.600 spend years being like I'm going to start a business. 0:24:16.640 --> 0:24:18.760 Fun day, it's like, you can do it tomorrow. You 0:24:19.000 --> 0:24:21.719 literally do all of this tomorrow, and then it's like, okay, well, 0:24:21.720 --> 0:24:23.320 then how do I get the person to exchange money? 0:24:23.320 --> 0:24:25.240 It's like, well, you reach out to the people you know, right, 0:24:25.359 --> 0:24:27.040 you open your phone, you look at the four hundred 0:24:27.040 --> 0:24:29.119 contacts you have there. You open up your Facebook profile, 0:24:29.119 --> 0:24:31.520 you have three hundred friends. You look at those friends, 0:24:31.720 --> 0:24:34.240 and then you just say hey, you send a personal video, 0:24:34.320 --> 0:24:36.800 send a personal text, and say hey, I am starting 0:24:36.800 --> 0:24:39.280 this thing. This is what we're doing, this is what 0:24:39.320 --> 0:24:42.600 I'm solving. Do you know anybody that's it? And so 0:24:42.640 --> 0:24:44.160 it's not even like you're asking your friends to buy 0:24:44.160 --> 0:24:46.040 something from you. What's interesting, though, is that ninety percent 0:24:46.040 --> 0:24:47.879 of the time, the person who respondses is, oh, you know, 0:24:47.960 --> 0:24:49.720 you could do that for me if you want, But 0:24:49.800 --> 0:24:52.399 that just gives you the easiest way that costs zero dollars. 0:24:52.440 --> 0:24:54.240 And because we're all connected with the Internet and phones, 0:24:54.280 --> 0:24:56.040 it's like the bearer to entry has never been lower 0:24:56.040 --> 0:24:57.600 than it is now. It's just the problem is that 0:24:58.480 --> 0:25:00.000 the barrier to distraction is even lower. 0:25:00.600 --> 0:25:02.800 What stood out to me there is the personal text, 0:25:02.800 --> 0:25:05.480 the video and the email, and then the fact that 0:25:05.520 --> 0:25:07.160 you're asking your friends to introduce you to people who 0:25:07.200 --> 0:25:10.679 may want to, not asking them directly. That first part. 0:25:11.040 --> 0:25:13.560 The amount of emails I get and I'm sure you 0:25:13.600 --> 0:25:15.959 get as well of people pitching their services to you, 0:25:16.240 --> 0:25:18.840 but none of them are personalized. Yeah, walk me through 0:25:18.880 --> 0:25:22.680 the difference of that personal video that personally because it's 0:25:24.080 --> 0:25:25.760 life changing, like when it's done right, So. 0:25:25.720 --> 0:25:27.760 I mean, these are your friends or at least your 0:25:27.760 --> 0:25:29.600 context that you've met at some point in your life, 0:25:29.920 --> 0:25:32.520 and so trying to recall when you met that person 0:25:32.680 --> 0:25:35.479 literally just stating their name and asking that it's hey, 0:25:35.560 --> 0:25:37.480 I'm going to be doing this. And I would say 0:25:37.680 --> 0:25:41.240 consistency is the currency of credibility. So what people don't 0:25:41.240 --> 0:25:42.680 want to do is refer a friend as somebody who's 0:25:42.680 --> 0:25:45.080 fly by night. But if you can actually just demonstrate that, hey, 0:25:45.080 --> 0:25:47.560 he's still doing that, the likely that they're going to 0:25:47.600 --> 0:25:50.240 refer someone goes way up because the relational capital is 0:25:50.240 --> 0:25:51.879 not nearly at risk, because if I'm going to introduce 0:25:51.920 --> 0:25:55.000 somebody to somebody else, I'm risking my social capital on 0:25:55.040 --> 0:25:57.560 the hope that the third party or whoever is sending 0:25:57.560 --> 0:25:59.480 this original text is actually going to do a good job. 0:26:00.119 --> 0:26:02.280 So you can also include a little bit of risk 0:26:02.320 --> 0:26:04.439 reversal in that, which is like, hey, I'm doing the 0:26:04.440 --> 0:26:06.840 first ten for free, and the reason I'm doing it 0:26:06.880 --> 0:26:08.879 is because I just want to get some testimonials, get 0:26:08.920 --> 0:26:11.000 some reviews, and also just so that I can learn too. 0:26:11.800 --> 0:26:13.760 And I think just being really upfront and really being 0:26:13.800 --> 0:26:16.760 really honest about it makes the stakes feel a lot easier. 0:26:16.960 --> 0:26:19.159 And so then those first ten people, you do exactly that, 0:26:19.240 --> 0:26:20.640 And the thing is is that you're going to be 0:26:20.640 --> 0:26:22.560 better off than they will. For those who are like 0:26:22.600 --> 0:26:23.920 I don't want to work for free, it's like you're 0:26:23.960 --> 0:26:25.960 not working for free, you're earning, and then you're sorry, 0:26:25.960 --> 0:26:27.720 you're learning, and then you're earning. And so we got 0:26:27.720 --> 0:26:29.360 to go through the learn phase first, and the best 0:26:29.400 --> 0:26:31.920 way to do it is people who aren't direct connections 0:26:31.920 --> 0:26:34.679 of yours maybe one step step removed, and then at 0:26:34.680 --> 0:26:36.480 that point they're going to give you very real feedback. 0:26:36.600 --> 0:26:38.120 And if you do a good job. 0:26:38.160 --> 0:26:40.800 Then after a certain point, my goal is to get 0:26:40.800 --> 0:26:43.399 people to basically shift supply demand in their favor. Like 0:26:43.440 --> 0:26:45.600 I say, the two laws of business that I am 0:26:45.640 --> 0:26:48.639 the most moved by are supply and demand, which is 0:26:48.680 --> 0:26:51.160 this X ray, and then leverage. So it's a full 0:26:51.160 --> 0:26:52.560 come for leverage, and so I see those are the 0:26:52.560 --> 0:26:55.480 two biggest forces in business, and so I want to 0:26:55.560 --> 0:26:58.119 create artificial demand for somebody who's starting out by just 0:26:58.119 --> 0:27:00.080 say we'll do a lot of stuff for free. What 0:27:00.119 --> 0:27:02.280 happens is when you have no more time to give, 0:27:02.760 --> 0:27:04.520 and if people still want you to do stuff, and 0:27:04.560 --> 0:27:07.120 you say, hey, I can't take any more people. If 0:27:07.160 --> 0:27:09.400 you want, you can pay, and people are like, yeah, 0:27:09.400 --> 0:27:11.919 that's fine, and then boom, and then you make your 0:27:11.920 --> 0:27:14.880 first sale and so and you'll have confidence because you're like, well, 0:27:14.920 --> 0:27:16.760 I just did it twenty other times and look at 0:27:16.760 --> 0:27:19.360 the results from those people. And the first one you'll 0:27:19.359 --> 0:27:21.280 be embarrassed about. The nineteenth one, You're like, Wow, you're 0:27:21.280 --> 0:27:23.560 going to already pay down sixty seventy percent of all 0:27:23.600 --> 0:27:25.719 the mess ups that you were going to do, and 0:27:25.760 --> 0:27:27.840 then at that point you're going to start feeling good. 0:27:27.840 --> 0:27:29.560 And then from there my way of doing it is 0:27:29.600 --> 0:27:31.760 just you just keep bumping the price by twenty percent 0:27:31.840 --> 0:27:35.120 every five people until eventually people start stop saying yes, 0:27:35.320 --> 0:27:36.920 and then apper're like, Okay, this is the price I 0:27:36.960 --> 0:27:39.240 can do for now. And that's basically a very seamless 0:27:39.280 --> 0:27:42.600 transition into how do I go from nothing to making 0:27:42.640 --> 0:27:43.320 my first dollar? 0:27:43.520 --> 0:27:45.480 How do you get over the block of I don't 0:27:45.480 --> 0:27:46.520 want to work for free? 0:27:46.800 --> 0:27:49.560 I actually think it's entitlement. I think it's believing that 0:27:49.600 --> 0:27:54.000 you deserve something for nothing. Like to flip the flip 0:27:54.040 --> 0:27:56.760 the roles in reverse. Imagine somebody comes to you they've 0:27:56.760 --> 0:28:00.200 never done anything ever in this particular space, and they say, hey, 0:28:00.200 --> 0:28:00.840 will you pay me. 0:28:01.200 --> 0:28:04.200 To do this thing? Would you immediately? 0:28:04.240 --> 0:28:06.119 Now, maybe some people be like sure, then it's a 0:28:06.200 --> 0:28:07.760 charity thing, which is different, But would you be like, 0:28:07.800 --> 0:28:09.879 you know what, I really believe that this guy is 0:28:09.920 --> 0:28:11.720 the best person that I can get this problem solve 0:28:11.760 --> 0:28:15.200 from probably not, And so to carry some of that 0:28:15.320 --> 0:28:17.919 risk for yourself. You say, I'm gonna front this, but 0:28:18.280 --> 0:28:20.560 if you want to not do it for free. Thing 0:28:20.640 --> 0:28:23.760 number one is that you're getting educated, so like you're 0:28:23.800 --> 0:28:26.879 getting free education, which I see is absolutely valuable. The 0:28:26.920 --> 0:28:29.280 second thing is that you can make terms that don't 0:28:29.320 --> 0:28:31.560 necessarily mean that it's free. Like there's the price, and 0:28:31.600 --> 0:28:33.639 then there's the terms. The terms of the agreement can be. 0:28:34.160 --> 0:28:36.080 If you do this with me, you have to give 0:28:36.119 --> 0:28:38.880 me feedback throughout the entire process, and at the end, 0:28:38.920 --> 0:28:40.320 if I do a good job, you leave a review 0:28:40.760 --> 0:28:42.800 right and on three different formats, and leave me a 0:28:42.840 --> 0:28:44.640 video and leave me, you know, a text version of 0:28:44.680 --> 0:28:48.080 it that's now absolutely like I'll say it differently a 0:28:48.120 --> 0:28:51.920 business owner, they do illegally, and so therefore they are 0:28:52.000 --> 0:28:54.920 very willing to pay people to leave them testimonials. And 0:28:54.960 --> 0:28:56.800 so if you'd be willing to pay five hundred dollars 0:28:56.880 --> 0:28:59.880 to get an amazing testimonial, then they're basically you're the 0:29:00.000 --> 0:29:01.959 We've paid you that five hundred dollars, but I promise 0:29:02.000 --> 0:29:05.000 you those first five to ten reviews will make you 0:29:05.120 --> 0:29:07.320 so much more than they could ever have paid you 0:29:07.400 --> 0:29:10.040 and not given you a testimonial. So if we flip 0:29:10.080 --> 0:29:11.719 it and say, hey, would you rather get one thousand 0:29:11.760 --> 0:29:14.240 dollars from this person and have them not leave a 0:29:14.280 --> 0:29:17.760 review versus free and a glowing review, I promise you 0:29:17.760 --> 0:29:20.080 you will make so much more from one glowing review 0:29:20.080 --> 0:29:20.280 than you. 0:29:20.240 --> 0:29:21.680 Will from the thousand dollars long term. 0:29:21.760 --> 0:29:23.880 So you're just building up the stockpile of the foundation 0:29:24.000 --> 0:29:25.720 to then build whatever you want to build on top 0:29:25.760 --> 0:29:25.920 of it. 0:29:26.080 --> 0:29:29.920 Yeah, it's really strong advice. It's I hope everyone who's 0:29:29.920 --> 0:29:31.880 listening watching right now is like going, this is what 0:29:31.960 --> 0:29:33.800 I'm going to do right now, like ten hours for free, 0:29:33.880 --> 0:29:37.400 because that's where we're blocking ourselves. We don't have the experience, 0:29:37.920 --> 0:29:40.640 and therefore we don't feel comfortable selling more because we 0:29:40.680 --> 0:29:42.360 don't even know how this service will look. 0:29:42.880 --> 0:29:43.040 Right. 0:29:43.080 --> 0:29:45.160 So you're trying to sell a service, and maybe you 0:29:45.240 --> 0:29:47.600 sold one, but you haven't been through the full life 0:29:47.680 --> 0:29:50.880 cycle of what it feels like to deliver that service. Now, 0:29:50.920 --> 0:29:54.080 you don't know how many website revisions or edits there's 0:29:54.120 --> 0:29:56.120 going to be, you don't know how many app updates 0:29:56.120 --> 0:29:58.800 they're going to be. You have no idea, and now 0:29:58.840 --> 0:30:00.920 you're actually less likely to go sell another one because 0:30:00.920 --> 0:30:02.360 you're scared that you don't even know if you can 0:30:02.400 --> 0:30:04.920 do it, and I feel under that entilement is an 0:30:04.960 --> 0:30:08.360 insecurity totally. I don't actually even know how to do this. 0:30:08.840 --> 0:30:11.160 I've got a lot of friends who are like really talented, 0:30:11.200 --> 0:30:14.160 really skilled. They actually would do a great job, but 0:30:14.280 --> 0:30:17.320 because they've never just done ten clients for free, they 0:30:17.360 --> 0:30:18.719 don't know how it's going to be if they went 0:30:18.760 --> 0:30:21.000 and got one hundred clients tomorrow. So they're scared of 0:30:21.040 --> 0:30:24.160 getting one hundred clients, not because they're not capable, but 0:30:24.160 --> 0:30:26.520 because they haven't taken ten clients through the process. 0:30:27.080 --> 0:30:28.840 So I want to give get some super tactile for 0:30:28.880 --> 0:30:32.880 the audience. Please just ten by ten. So give ten 0:30:32.920 --> 0:30:35.560 people ten hours and so you can say, hey, I'm 0:30:35.560 --> 0:30:38.280 going to do ten hours of work for free. That 0:30:38.400 --> 0:30:40.040 is a really compelling offer, and you're going to do 0:30:40.080 --> 0:30:42.520 it one on one and ideally with them. And so 0:30:42.600 --> 0:30:44.360 if you want to build the website, build it in 0:30:44.400 --> 0:30:45.800 front of them for the ten hours so they can 0:30:45.840 --> 0:30:48.920 give you real time feedback. If you want to write 0:30:48.960 --> 0:30:51.040 email copy, you still meet with them once a week 0:30:51.120 --> 0:30:53.600 or not ideally multiple times a week during that so 0:30:53.600 --> 0:30:55.240 you can pay down that. But ten hours faster, and 0:30:55.280 --> 0:30:56.760 if you're worried, you can do you can do five 0:30:56.760 --> 0:30:57.640 people for five hours. 0:30:57.640 --> 0:30:58.280 That matters less. 0:30:58.280 --> 0:31:00.720 But it's more that one on one, So the least 0:31:00.720 --> 0:31:04.280 scalable thing possible, and it's free labor that they can track. 0:31:04.640 --> 0:31:06.520 The reason that such a compelling offer is that everyone, 0:31:06.560 --> 0:31:10.920 even in every country, even minimum wage has value. Anybody 0:31:10.920 --> 0:31:13.360 can understand that five hours of work is a material 0:31:13.360 --> 0:31:15.360 amount of work that you're choosing to give away for free. 0:31:15.400 --> 0:31:17.520 And so even if you have no expertise, labor at 0:31:17.600 --> 0:31:20.320 base price is still worth something, and so if you 0:31:20.360 --> 0:31:22.960 add on expertise, it becomes a very compelling offer. But 0:31:23.040 --> 0:31:25.720 the beauty of that setup of having five or ten 0:31:25.800 --> 0:31:27.880 hours that you choose to spend is that there's basically, 0:31:27.920 --> 0:31:29.560 if you're doing a one on one, there's almost no 0:31:29.680 --> 0:31:32.000 technical you know component to it. You don't have to 0:31:32.040 --> 0:31:34.440 like build all these calendaring and schedule. It's just like 0:31:34.480 --> 0:31:35.800 you're just going to text those five people, hey, you 0:31:35.800 --> 0:31:38.040 want to do the same time tomorrow, very simple, and 0:31:38.080 --> 0:31:39.880 then for each of those you know calls that you'll 0:31:39.920 --> 0:31:42.840 take with them by the In the very first call, 0:31:42.920 --> 0:31:44.240 you just say, hey, I want to just be clear, 0:31:44.240 --> 0:31:45.280 what's the problem. What do you want to you know, 0:31:45.320 --> 0:31:46.800 what do you want to solve? And do you mind 0:31:46.840 --> 0:31:48.640 at the end of the five hours we spend together 0:31:48.760 --> 0:31:50.320 if this was good, if I can tell you about 0:31:50.360 --> 0:31:53.040 what I do, If you just set that that pre 0:31:53.120 --> 0:31:55.400 frame up front, and then you do the hours. On 0:31:55.440 --> 0:31:57.480 the fifth call or the fifth hour or the tenth hour, 0:31:57.520 --> 0:31:59.200 you say, hey, remember I said at the beginning, I 0:31:59.200 --> 0:32:01.000 was like, has this been good so far? It's like, awesome. 0:32:01.080 --> 0:32:02.960 Let me just recap what we've done, what we've covered 0:32:03.000 --> 0:32:05.360 and the progress we've made. You feel happy about that? 0:32:05.400 --> 0:32:05.680 Great? 0:32:05.920 --> 0:32:07.480 So this is what I think it would look like 0:32:07.520 --> 0:32:09.400 because also you spent those five or ten hours getting 0:32:09.440 --> 0:32:12.240 as much information or ammunition from them all the other 0:32:12.280 --> 0:32:14.600 problems that you could potentially solve, and then at that 0:32:14.640 --> 0:32:16.800 point says, hey, I think that I can solve problem. 0:32:16.640 --> 0:32:17.320 One, two, and three. 0:32:17.440 --> 0:32:19.760 It'll take me maybe six months, but this is what 0:32:19.840 --> 0:32:20.920 kind of engagement would look like. 0:32:20.960 --> 0:32:22.880 How does that sound to you? That's all you have 0:32:22.960 --> 0:32:23.120 to do. 0:32:23.200 --> 0:32:25.120 And the thing is that after you give someone five 0:32:25.200 --> 0:32:27.360 or ten hours, there's so much reciprocity that's built up. 0:32:27.360 --> 0:32:30.160 They're like, well, shoot, I mean sure, now if somebody 0:32:30.160 --> 0:32:31.600 on the first call says no, I don't want to. 0:32:31.680 --> 0:32:34.200 Then it's like you don't even need to continue. And 0:32:34.200 --> 0:32:35.920 so one of the big things that I'm a big 0:32:35.960 --> 0:32:38.360 proponent of is absolutely give stuff away. 0:32:38.160 --> 0:32:41.000 For free two people who are qualified. Yes, And so 0:32:41.080 --> 0:32:41.440 we're like. 0:32:41.360 --> 0:32:42.800 I don't want a lot of tire kickers. It's like, 0:32:42.840 --> 0:32:45.480 for sure, neither do I. But if I had a 0:32:45.560 --> 0:32:47.800 room of one hundred of the most qualified people, which 0:32:47.840 --> 0:32:49.520 if you're like, what are a qualified person? 0:32:49.640 --> 0:32:50.400 It's bent. 0:32:50.560 --> 0:32:53.600 So IBM made this figure this alex seventy years ago 0:32:53.600 --> 0:32:56.880 and it's really never changed. So bant's budget authority need timing. 0:32:57.040 --> 0:32:58.920 Do they have the money to spend the ability to 0:32:58.920 --> 0:33:01.160 make the decision? They need the thing right now? And 0:33:01.440 --> 0:33:04.000 now is it now a priority? And so if we 0:33:04.040 --> 0:33:05.840 had a room of one hundred people who met all 0:33:05.840 --> 0:33:08.280 four of those criteria, wouldn't you want to do something 0:33:08.280 --> 0:33:10.160 and spend five or ten hours for free? I mean, 0:33:10.200 --> 0:33:13.640 my god, like if you could sign Like the reason 0:33:13.640 --> 0:33:16.440 they sell time shares over six hour blocks of time 0:33:16.520 --> 0:33:18.320 is because it just takes time to build trust for 0:33:18.360 --> 0:33:21.440 a higher ticket sale. So if anything, it's like you're 0:33:21.760 --> 0:33:23.960 choosing to say that I'm going to give you five hours, 0:33:23.960 --> 0:33:26.640 but they're giving you five hours to influence them to 0:33:26.680 --> 0:33:28.600 ultimately prove that you're good at whatever you do. And 0:33:28.640 --> 0:33:30.480 so I think that is the easiest way to get started. 0:33:30.480 --> 0:33:31.840 You can make that your front and offer, you can 0:33:31.880 --> 0:33:34.240 put that in the video, and I think the beauty 0:33:34.280 --> 0:33:36.360 of that specific offer is that you don't need to 0:33:36.400 --> 0:33:38.400 even figure out what you're going to sell because you'll 0:33:38.400 --> 0:33:40.200 figure it out during the time you spend with them, 0:33:40.400 --> 0:33:42.280 and so you can figure out the offer in real 0:33:42.320 --> 0:33:44.120 time with them. And also because you're doing it one 0:33:44.120 --> 0:33:46.680 on one, you can basically you can you can permutate it, 0:33:46.720 --> 0:33:49.200 you can tweak it every single time you pitch it 0:33:49.240 --> 0:33:51.360 to somebody on the fifth or eighth call or whatever. 0:33:51.600 --> 0:33:54.240 That ultimately gets you so many faster iterations that are 0:33:54.480 --> 0:33:54.960 low risk. 0:33:55.800 --> 0:33:58.720 Before we dive into the next moment, let's hear from 0:33:58.720 --> 0:34:02.720 our sponsors. Thanks for taking a moment for that. Now 0:34:02.760 --> 0:34:05.240 back to the discussion. You know, talking to you today 0:34:05.240 --> 0:34:07.200 and Alex, I watch your stuff all the time. The 0:34:07.240 --> 0:34:09.920 thing that's standing out to me is you're super tactical. 0:34:10.520 --> 0:34:13.440 There's all these methods, there's all these systems, but then 0:34:13.480 --> 0:34:16.080 when you were talking about your life, you're like it's 0:34:16.120 --> 0:34:18.759 all about who I want to become. Is there a 0:34:18.920 --> 0:34:22.880 number that you stop at, or is actually who you 0:34:22.880 --> 0:34:24.680 want to become? That's your north star. 0:34:25.200 --> 0:34:28.680 I see entrepreneurship as the single greatest path for personal 0:34:28.680 --> 0:34:32.839 development because if we define you know, learning as fast 0:34:32.880 --> 0:34:36.040 feedback loops, there are very few other professions that give 0:34:36.080 --> 0:34:39.760 you that much feedback that brutally, brutally on his feedback, 0:34:39.760 --> 0:34:42.520 as the market will do. And so at every point 0:34:42.560 --> 0:34:44.719 where I get stuck in a business, I think to myself, like, 0:34:44.760 --> 0:34:45.719 what skill do I lack? 0:34:46.239 --> 0:34:47.680 And I define everything by skill. 0:34:47.560 --> 0:34:49.640 So even traits, which is just you know, a colloquial term, 0:34:49.640 --> 0:34:52.120 which is really just a bucket of many skills, I 0:34:52.160 --> 0:34:53.720 just think, okay, well, in order for me to appear 0:34:53.719 --> 0:34:56.200 confident or be confident, it's really like thirty eight things 0:34:56.200 --> 0:34:58.319 that I have to learn, and all of these things, 0:34:58.400 --> 0:35:00.759 if I break them down easier, I can do them. 0:35:00.880 --> 0:35:02.759 So it's like, Okay, when I shake hands, I make 0:35:02.800 --> 0:35:04.960 sure that I web the middle of my hand and 0:35:05.000 --> 0:35:06.800 I squeeze firmly and I look at the person in 0:35:06.840 --> 0:35:08.880 the eye. It's like that's thing one. Thing two is 0:35:08.920 --> 0:35:11.480 that when we're talking, like you not because you've been 0:35:11.520 --> 0:35:13.120 doing this for so long. But some people who don't 0:35:13.120 --> 0:35:15.319 know how to have conversations just stand like this, But 0:35:15.400 --> 0:35:17.560 somebody who's an active listener will not. They'll say, oh, 0:35:17.560 --> 0:35:19.600 that's a great point whatever. And so it's like, that's 0:35:19.600 --> 0:35:21.600 the second thing. When I walk into a room, I'm 0:35:21.600 --> 0:35:23.160 going to call people by name. It's a third thing. 0:35:23.160 --> 0:35:24.839 And so when I try and think about these traits 0:35:24.880 --> 0:35:26.080 of who I want to become, it's like, can I 0:35:26.120 --> 0:35:28.480 break these down into actions that I can actually do? 0:35:28.920 --> 0:35:30.479 And so I think that there has been a large 0:35:30.480 --> 0:35:33.000 part of the growth that I've hopefully, you know, been 0:35:33.000 --> 0:35:36.000 able to achieve. But in terms of the ultimate goal 0:35:36.160 --> 0:35:38.920 for me, it's always just been to be useful. And 0:35:38.960 --> 0:35:41.600 if I think I just do that, then I like 0:35:41.640 --> 0:35:44.399 that as such a simplified goal because being useful has 0:35:44.719 --> 0:35:47.479 it actually includes multiple parties, because you cannot be useful 0:35:47.560 --> 0:35:49.880 unless there's someone else you're being useful too. And so 0:35:50.160 --> 0:35:51.960 it gives you something controllable, which is that I have 0:35:52.000 --> 0:35:54.000 to learn skills so that I can serve someone else, 0:35:54.200 --> 0:35:56.160 and that is how I can ultimately be useful. And 0:35:56.200 --> 0:35:58.320 so even when we're you know, we're making content or 0:35:58.360 --> 0:35:59.399 whatever it is that we're putting out. 0:35:59.400 --> 0:36:01.200 I always try to think like is this useful? Like 0:36:01.200 --> 0:36:01.800 can someone. 0:36:01.640 --> 0:36:04.200 Actually well this change one's behavior. I'd be like, I 0:36:04.280 --> 0:36:06.120 want to educate. It's like what is education? It just 0:36:06.160 --> 0:36:09.319 means same condition, new behavior. So if someone has that there, 0:36:09.320 --> 0:36:11.480 same day over and over again, then they're not learning. 0:36:11.680 --> 0:36:13.560 So if your day looks the same every single day, 0:36:13.719 --> 0:36:15.600 you have learned nothing. And so that means that if 0:36:15.600 --> 0:36:17.800 you listen to this podcast and then nothing changes my 0:36:17.880 --> 0:36:20.840 behavior as a result, this was just entertainment, not education, 0:36:21.480 --> 0:36:24.200 And so that has been just It's a very sobering 0:36:24.239 --> 0:36:26.400 point because you realize, oh, I have to change my 0:36:26.480 --> 0:36:27.440 behavior in order to. 0:36:27.400 --> 0:36:28.520 Demonstrate that I have learned. 0:36:28.880 --> 0:36:30.759 Now, the second component of this is like, okay, well 0:36:30.760 --> 0:36:34.000 what's intelligence then? So intelligence, as I define it is 0:36:34.120 --> 0:36:37.360 rate of learning. So how quickly do I change my 0:36:37.440 --> 0:36:41.040 behavior in the same condition based on some stimulus? And 0:36:41.120 --> 0:36:43.560 so if you in a very real way, you can 0:36:43.600 --> 0:36:46.279 influence your intelligence by being willing to change faster. And 0:36:46.320 --> 0:36:48.320 so if you've heard ten podcasts and then you eventually 0:36:48.360 --> 0:36:50.240 change firsus somebody who listens to one and then changes, 0:36:50.320 --> 0:36:52.440 that person is more intelligent than you are. And so 0:36:52.760 --> 0:36:54.880 I see that as actually really encouraging because it means like, 0:36:54.920 --> 0:36:57.040 oh my god, I have an active control on how 0:36:57.120 --> 0:36:59.719 quickly I can learn simply by changing my behavior. And 0:36:59.760 --> 0:37:01.960 so so that has been kind of my my modus 0:37:02.000 --> 0:37:04.440 operator for how I how I live life. 0:37:04.719 --> 0:37:06.800 Yeah, I want to dive into that, but as an aside, 0:37:07.280 --> 0:37:09.279 my no, no, no, the reason why you'll you'll get 0:37:09.320 --> 0:37:12.040 in a second. As an aside, I've been really embarrassed 0:37:12.040 --> 0:37:13.600 in my handshake lately. It's because I've got a really 0:37:13.600 --> 0:37:16.120 bad case of tennis elbow. I've been playing a lot 0:37:16.120 --> 0:37:18.880 of pickleball, and so my elbow is destroyed. And so 0:37:19.000 --> 0:37:20.759 every time I've been I was on tour for the 0:37:20.840 --> 0:37:23.600 last month, and every time I've shook someone's hand in 0:37:23.600 --> 0:37:26.319 a meet and greet, my hand was just like just 0:37:26.360 --> 0:37:29.680 like literally and I felt so embarrassed. But every time 0:37:29.680 --> 0:37:31.480 I did a proper handshake, my elbow would her anyway. 0:37:32.480 --> 0:37:34.920 But so you just you just brought back all that trauma. 0:37:35.440 --> 0:37:39.439 I really appreciate that mindset because it's what you said 0:37:39.440 --> 0:37:42.439 earlier that it actually sets you up for long term 0:37:42.480 --> 0:37:45.480 success even when things are not going your way, when 0:37:45.520 --> 0:37:47.959 the results may not go your way, when you're having 0:37:47.960 --> 0:37:50.359 to do the things you hate. Like it's only when 0:37:50.440 --> 0:37:52.759 that's your north star that you can do all of that, 0:37:52.920 --> 0:37:55.759 Whereas if your north star is just a number or 0:37:56.360 --> 0:37:59.440 just an exit or whatever it may be, it's really 0:37:59.520 --> 0:38:02.080 really hard when you feel like that exit is just 0:38:02.120 --> 0:38:05.440 further and further away, and that numbers further and further away. 0:38:05.880 --> 0:38:07.520 And I'm sure that you've met, I mean, so many 0:38:07.600 --> 0:38:10.279 entrepreneurs that they have their exit, and everyone almost has 0:38:10.320 --> 0:38:13.000 invariably the same story. I went into a beach, I 0:38:13.080 --> 0:38:15.680 drank my ties for a month, and then realized that 0:38:15.760 --> 0:38:18.320 this wasn't for me. And so one of the refrains 0:38:18.320 --> 0:38:19.520 that I have in my head all the time is 0:38:20.160 --> 0:38:22.279 you are the problem, like me talking to me, but 0:38:22.360 --> 0:38:24.719 like we are the problem. And so we have this 0:38:24.880 --> 0:38:28.120 issue where we fundamentally just always want what we can't have. 0:38:28.200 --> 0:38:29.840 Single people want to get married, married people want to 0:38:29.880 --> 0:38:32.000 be single, and so it's more that we just want 0:38:32.000 --> 0:38:35.280 something different almost all the time. And so it's that desired. 0:38:35.520 --> 0:38:36.920 You're the monk here, so you know more about this 0:38:36.920 --> 0:38:40.440 than I do. That's the issue. Like that's the core problem. 0:38:40.560 --> 0:38:42.880 And so even everyone right now who doesn't have a business, 0:38:42.920 --> 0:38:44.560 it's like, man, I would like to start a business someday, 0:38:44.680 --> 0:38:46.080 and then all the people who started businesses are like, 0:38:46.120 --> 0:38:47.640 my god, I can't wait to get out of this thing, right, 0:38:47.680 --> 0:38:50.480 And so it's just there are pros and cons on 0:38:50.520 --> 0:38:52.759 both sides. There are trade offs, and I would say 0:38:52.800 --> 0:38:55.720 that if there was a fourth myth that we would tackle, 0:38:56.120 --> 0:38:59.359 it's that people want the benefits of multiple paths without 0:38:59.400 --> 0:39:02.600 the trade offs speech and so I think one of 0:39:02.600 --> 0:39:04.400 the reasons. So there's lots of you know, content of 0:39:04.400 --> 0:39:06.040 like you know, talk to eighty year olds and they'll 0:39:06.040 --> 0:39:07.680 tell you, you know, their biggest life regrets. But what 0:39:07.719 --> 0:39:10.560 I find really interesting is that typically what they will 0:39:10.560 --> 0:39:12.600 do is they will assume all the benefits of their 0:39:12.640 --> 0:39:15.279 current life and say, I also wish I had the 0:39:15.320 --> 0:39:18.520 benefits of this other path, yes, without the costs of 0:39:18.560 --> 0:39:21.520 that other path that are unknown. And also they don't 0:39:21.680 --> 0:39:25.160 they forget to subtract all the benefits of their existing path. 0:39:25.760 --> 0:39:28.000 And so I like to play it out. It's like, Okay, well, 0:39:28.040 --> 0:39:30.000 if I were to do this other path and make 0:39:30.040 --> 0:39:34.080 that trade, would I be better off? And most times 0:39:34.120 --> 0:39:35.600 it ends up just being like I probably be not 0:39:35.680 --> 0:39:38.560 as happy as I am now, Like it's like, oh man, 0:39:38.600 --> 0:39:39.000 that the. 0:39:38.960 --> 0:39:39.720 One that got away. 0:39:39.760 --> 0:39:41.719 It's like you probably be about just as happy as 0:39:41.760 --> 0:39:43.040 you are now. As soon as you play it out 0:39:43.040 --> 0:39:44.520 a couple of years, it's like you probably be about 0:39:44.520 --> 0:39:48.120 the same. And so that's actually dramatically reduced my kind 0:39:48.160 --> 0:39:51.640 of regret analysis from from a living perspective. But I 0:39:51.640 --> 0:39:53.840 think the trade off part is so important because especially 0:39:53.920 --> 0:39:55.560 when you're starting out or even when you're more advanced 0:39:55.520 --> 0:39:57.800 in business, there's a what I call the fallacy of 0:39:57.840 --> 0:40:00.799 the perfect pick, which is that we overalize things because 0:40:00.840 --> 0:40:02.359 we think that we have to get it just right, 0:40:02.520 --> 0:40:04.440 because we think that if we pick just perfectly, we'll 0:40:04.480 --> 0:40:06.320 find a way to get only benefits and no costs. 0:40:06.360 --> 0:40:07.480 And it doesn't exist. 0:40:07.960 --> 0:40:10.440 And so instead people just stay stuck thinking that there 0:40:10.520 --> 0:40:12.239 is some pick that they're not seeing, but it's just 0:40:12.280 --> 0:40:14.680 not true. And so I think the faster you're willing 0:40:14.680 --> 0:40:16.480 to make the trade offs and actually spell them out, like, 0:40:16.520 --> 0:40:18.640 these are the things I'm willing to trade, because I 0:40:18.640 --> 0:40:21.080 think a lot of people when they want to like 0:40:21.480 --> 0:40:24.440 pursue any endeavor, they immediately think, and I think it's 0:40:24.440 --> 0:40:26.520 a little bit more Western, is that they think about addition, 0:40:26.560 --> 0:40:28.319 they think about how many more things can I do? 0:40:28.360 --> 0:40:30.000 How many more things can I add to my calendar? 0:40:30.400 --> 0:40:32.959 But most like, right now you currently have a quote 0:40:32.960 --> 0:40:34.640 fool calendar. You live twenty four hours a day and 0:40:34.640 --> 0:40:37.280 you do stuff, And so I think it's more valuable 0:40:37.280 --> 0:40:38.400 to think what am I willing to give up? 0:40:39.000 --> 0:40:40.200 What am I going to sacrifice? 0:40:40.719 --> 0:40:42.600 And because we have to create space, we have to 0:40:42.600 --> 0:40:44.839 create this vacuum so that we can put this other 0:40:44.880 --> 0:40:45.239 thing in. 0:40:45.760 --> 0:40:47.040 And so those are the trades. 0:40:47.080 --> 0:40:49.240 And I think in the beginning, the trades are sometimes 0:40:49.440 --> 0:40:52.280 you know, more emotional, because in the beginning it's more 0:40:52.680 --> 0:40:54.719 you know, my friends will think this is weird. They 0:40:54.719 --> 0:40:56.600 don't want to get this text. What if someone says, oh, yeah, 0:40:56.600 --> 0:40:58.560 you're starting your business. I forgot or oh you're not 0:40:58.920 --> 0:41:00.719 coming out with us? Are you really doing thing again? Dude, 0:41:00.760 --> 0:41:02.040 it's not going to I mean, hey man, I love 0:41:02.040 --> 0:41:05.000 you man, like I'm supporting it, right, or your mom's. 0:41:04.719 --> 0:41:08.840 Like, are you really going to pursue? Podcasting is a thing? Right? Right? 0:41:09.520 --> 0:41:11.320 I think like the you know, the first rule of 0:41:11.400 --> 0:41:13.920 entrepreneurship is use what you got, right, It's not waiting 0:41:13.920 --> 0:41:17.280 for some perfect condition, because starting is the perfect condition. 0:41:17.520 --> 0:41:20.040 Yeah, that's where the profession part comes in going back 0:41:20.040 --> 0:41:22.480 to where you are, like going back to passion profession 0:41:22.560 --> 0:41:25.560 pain with profession, that's use what you've got, Like you 0:41:25.600 --> 0:41:28.520 actually understand this industry. Maybe you even worked really hard 0:41:28.520 --> 0:41:30.200 to get a degree in it if you went to college, 0:41:30.760 --> 0:41:33.719 or you've had work experience since you were sixteen, But 0:41:33.840 --> 0:41:35.920 you kind of want to disregard that because you think 0:41:35.960 --> 0:41:39.160 there's the perfect pick yeah over here and potentially the 0:41:39.160 --> 0:41:43.000 passionate pick over here. How do you turn that profession 0:41:43.320 --> 0:41:47.040 into a service aside us or a real businesses? What 0:41:47.040 --> 0:41:47.759 does that look like? 0:41:47.960 --> 0:41:49.160 So what's really nice? 0:41:49.160 --> 0:41:51.640 If from the profession of the three is by far 0:41:51.680 --> 0:41:54.360 the fastest angle for sure, because you already have the 0:41:54.400 --> 0:41:56.920 thing that's valuable because you already do exchange it for money, 0:41:57.040 --> 0:41:58.879 and so the only thing you actually have to add 0:41:58.880 --> 0:42:01.000 at that point you're promotioningsion. So you have to say, 0:42:01.000 --> 0:42:02.279 how do I let people know about this thing that 0:42:02.320 --> 0:42:04.719 I'm doing? And secondarily, how do I get these people 0:42:04.719 --> 0:42:06.360 once they find out to give me money? 0:42:06.520 --> 0:42:06.680 Right? 0:42:07.000 --> 0:42:08.960 And so from a letting people know about it, I 0:42:08.960 --> 0:42:11.120 gave one of eight ways of letting people know. So 0:42:11.120 --> 0:42:13.160 there's warm outrates. So that's letting people know one on 0:42:13.160 --> 0:42:15.040 one about your stuff. There's cold outreach, which is one 0:42:15.040 --> 0:42:18.399 on one to strangers. You've got paid ads right which 0:42:18.400 --> 0:42:21.760 you can run on any platform, or you've got posting content. 0:42:21.800 --> 0:42:24.080 Those are the only four things that one person can do. 0:42:24.560 --> 0:42:26.320 Now that's a great breakdown. 0:42:26.719 --> 0:42:28.920 There's only four things because you start thinking there's a 0:42:28.920 --> 0:42:29.799 million things I have to do. 0:42:29.960 --> 0:42:32.359 You've got strangers and people. You know, you've got one 0:42:32.360 --> 0:42:34.239 on one and one to many. That's the four box. 0:42:34.800 --> 0:42:38.160 Now from those core four, you then unlock four others, 0:42:38.640 --> 0:42:41.440 which is that I can do one on one outbound, 0:42:41.520 --> 0:42:43.200 or I can do or can post constant, or I 0:42:43.239 --> 0:42:46.000 can run ads to get customers who then get me 0:42:46.000 --> 0:42:48.680 more customers, to get affiliates or partners who get me 0:42:48.719 --> 0:42:51.279 more customers, to get employees who will then do these 0:42:51.320 --> 0:42:53.719 things on my behalf to get me more customers, or 0:42:53.760 --> 0:42:55.920 to get agencies who will then do it as a 0:42:56.160 --> 0:42:58.440 vendor on my behalf. And so the first is the 0:42:58.840 --> 0:43:01.279 everyone must start with the for. Even if you get 0:43:01.400 --> 0:43:03.279 you know, a bunch of you know partners who then 0:43:03.360 --> 0:43:05.960 promote on your behalf, you still started with a message 0:43:06.000 --> 0:43:08.560 that you sent to somebody, right, And so the core 0:43:08.640 --> 0:43:10.520 for is the first activity that you must do in 0:43:10.560 --> 0:43:12.719 order to promote. These other things are higher leverage. That 0:43:12.760 --> 0:43:14.200 makes sense, but this is the core four that you 0:43:14.280 --> 0:43:17.160 start with. Once you have someone who's responding to you 0:43:17.200 --> 0:43:19.560 and say hey, I'm interested in your stuff, which takes 0:43:19.560 --> 0:43:21.520 someone from a contact to an engaged lead. Right, they've 0:43:21.520 --> 0:43:23.640 shown interest, then we basically have to take them from 0:43:23.640 --> 0:43:27.120 engaged to ideally somebody who's gonna buy. Right, And so 0:43:27.239 --> 0:43:30.120 that process, at the most basic level is going to 0:43:30.120 --> 0:43:32.880 be a conversation that leads to a conversion. 0:43:33.200 --> 0:43:33.359 Right. 0:43:33.400 --> 0:43:35.719 And so I have a very simple framework that I 0:43:35.880 --> 0:43:38.120 that I encourage people who are starting out to follow, 0:43:38.120 --> 0:43:41.080 which I call closer And so it's an acronym so 0:43:41.120 --> 0:43:43.960 it's easy. So CEE stands for clarify, which you begin 0:43:44.040 --> 0:43:46.480 the conversation like, hey, why do you respond to my thing? 0:43:46.760 --> 0:43:46.880 Right? 0:43:46.920 --> 0:43:48.920 And the nice thing is that whenever you promote, you 0:43:49.000 --> 0:43:51.319 only are really going to have a conversation with someone 0:43:51.360 --> 0:43:53.840 who engages back, right, So you always have the reason 0:43:53.840 --> 0:43:54.359 why right. 0:43:54.280 --> 0:43:54.640 At the front. 0:43:54.640 --> 0:43:56.680 So what made you what made you comment on my post? 0:43:56.760 --> 0:43:58.400 What made you DM me after that? What made you 0:43:58.800 --> 0:44:01.320 respond to my ad? What made you even respond to 0:44:01.360 --> 0:44:02.840 my original message? 0:44:02.920 --> 0:44:04.560 Or call? Right? So that you have that reason, so 0:44:04.560 --> 0:44:05.719 what made you do that? Clarify? 0:44:06.280 --> 0:44:08.160 Then you have L, which is you label them with 0:44:08.200 --> 0:44:10.480 a problem. So okay, so what I'm hearing is this 0:44:10.520 --> 0:44:11.960 is a problem. This is we're trying to solve. Is 0:44:11.960 --> 0:44:12.600 that's not about right? 0:44:12.600 --> 0:44:13.120 Okay? Cool. 0:44:13.280 --> 0:44:15.839 Then we go to O, which is overview their past experiences. 0:44:16.080 --> 0:44:18.719 And so here we're simply asking them more or less 0:44:18.719 --> 0:44:20.600 the same four questions, which is, Okay. 0:44:20.520 --> 0:44:22.040 What have you done so far? How did that work 0:44:22.080 --> 0:44:23.839 for you? What was good? What was bad? 0:44:23.920 --> 0:44:25.760 And then we try and tie that to our solution, 0:44:25.800 --> 0:44:27.440 the pieces that we can solve and say, oh, well, 0:44:27.480 --> 0:44:28.759 I think you might like this because we have this 0:44:28.800 --> 0:44:30.360 other element. I'll get to that later, but okay, this 0:44:30.440 --> 0:44:31.880 is great. What else have you done? What else have 0:44:31.880 --> 0:44:33.360 you done? And so that's kind of a pain cycle. 0:44:33.640 --> 0:44:35.720 And the reason the pain cycle is important is because 0:44:35.960 --> 0:44:38.960 in order to increase motivation in the short term, we 0:44:39.000 --> 0:44:42.880 have to basically expand the deprivation around the thing that 0:44:42.920 --> 0:44:44.719 they want, and so we have to we have to 0:44:44.760 --> 0:44:47.080 increase its priority in the short term to get them 0:44:47.080 --> 0:44:48.880 to take action. And that's why that that cycle is 0:44:48.880 --> 0:44:51.640 so important. The fourth is S which is we sell 0:44:51.640 --> 0:44:53.480 the vacation, and so we want to talk about the 0:44:53.480 --> 0:44:55.319 outcomes of what the experience is going to be like 0:44:55.320 --> 0:44:59.160 once the problem solved, rather than just having some long 0:44:59.200 --> 0:45:01.359 winded pitch. And what's very interesting about the sell portion 0:45:01.440 --> 0:45:03.719 is that most people talk way too much. We try 0:45:03.719 --> 0:45:05.720 and get it to under three hundred and twenty words. 0:45:05.840 --> 0:45:08.120 So it does it like people if you can, if 0:45:08.160 --> 0:45:12.080 you can very accurately describe someone's existing condition to them 0:45:12.239 --> 0:45:14.000 and say, so it sounds like you're struggling with this, 0:45:14.040 --> 0:45:15.360 and it sounds like you're struggling with this, and it 0:45:15.360 --> 0:45:16.879 sounds like you're struggling with this. And if we solve 0:45:16.920 --> 0:45:18.480 this one, this is what's unlocks. We solve this one. 0:45:18.480 --> 0:45:19.719 This is one locks, and we solved this at this 0:45:19.719 --> 0:45:21.920 one locks. Is that about right? They're like, yeah, it's 0:45:21.960 --> 0:45:24.640 like we can totally help you a lot of times 0:45:24.680 --> 0:45:26.279 you actually don't need to sit if you nail the 0:45:26.640 --> 0:45:27.120 pain part. 0:45:27.160 --> 0:45:28.160 The pitch is very easy. 0:45:28.520 --> 0:45:30.680 And so I am a big believer in having three 0:45:30.680 --> 0:45:32.720 points and whatever pitch you have, so you can always 0:45:32.760 --> 0:45:34.280 chunk it up, you know, like I have our attract 0:45:34.320 --> 0:45:36.040 convert deliver, you have, Okay, how do we get people 0:45:36.080 --> 0:45:37.160 find out how do we convert them and. 0:45:37.160 --> 0:45:38.600 How do we give them the stuff? Right? 0:45:38.760 --> 0:45:40.640 Having three elements of whatever it is. I mean I 0:45:40.680 --> 0:45:42.600 used to do sales scripts for you know, different companies 0:45:42.600 --> 0:45:43.800 back in the day. So it's like I had a 0:45:43.880 --> 0:45:46.280 mortgage lead company and they're like, okay, well the leads 0:45:46.320 --> 0:45:46.600 are you. 0:45:46.640 --> 0:45:48.279 Know, timely. You want them to be qualified and you 0:45:48.320 --> 0:45:49.919 want to be exclusive. Okay, great. 0:45:49.960 --> 0:45:51.759 If you're in fitness, it's like you need you need, 0:45:52.000 --> 0:45:53.359 you need to work out, you need to eat right, 0:45:53.400 --> 0:45:54.879 you need to have accountability. If you have all three, 0:45:54.920 --> 0:45:57.160 then you can't fit right. And so there's always three. 0:45:57.320 --> 0:45:58.960 And then with each of those three, I have kind 0:45:58.960 --> 0:46:01.759 of in the back pocket a little anecdote that to 0:46:01.760 --> 0:46:03.799 give an example of that. So that way it makes 0:46:03.800 --> 0:46:06.120 it more real for the person. Rather than explaining all 0:46:06.160 --> 0:46:08.040 the sets and reps and all that stuff, no one cares. 0:46:08.080 --> 0:46:09.719 That's why it's selling the vacation, not the plane flight. 0:46:10.320 --> 0:46:11.560 We're not gonna sell how we're gonna ge there. We're 0:46:11.560 --> 0:46:13.440 gona tell where're gona go. And so once we do 0:46:13.600 --> 0:46:15.200 S then we go to E. So at that point 0:46:15.239 --> 0:46:17.279 we ask for the sale. If they say no, then 0:46:17.280 --> 0:46:20.160 E and are coming to play. E is explaining to 0:46:20.160 --> 0:46:22.520 with their concerns. There's only five. Right, They're going to 0:46:22.520 --> 0:46:24.200 have a timing issue. I've got a lot going on 0:46:24.280 --> 0:46:25.920 right now. They have a money issue. I don't think 0:46:25.920 --> 0:46:29.640 it's worth it. They have a decision maker problem, which 0:46:29.680 --> 0:46:31.280 is I don't have the authority to make the decision. 0:46:31.320 --> 0:46:34.640 I need someone else's permission. They're going to have a 0:46:34.640 --> 0:46:36.880 stall issue, which is let me think about it. And 0:46:36.920 --> 0:46:39.319 then there's fifth is preferences. So I don't like this 0:46:39.360 --> 0:46:42.719 particular thing about your product or solution, which is just 0:46:42.760 --> 0:46:45.080 saying that they want your results a different way. And 0:46:45.160 --> 0:46:48.120 so basically, once you understand how to overcome each of 0:46:48.120 --> 0:46:51.319 those five issues, which they are all actually just fallacies 0:46:51.400 --> 0:46:54.360 in decision making. So if it's timing issue, it's not 0:46:54.400 --> 0:46:56.279 really a time thing. It's a priorities thing. If it's 0:46:56.280 --> 0:46:57.440 a money thing, it's not really a money thing. 0:46:57.440 --> 0:46:58.120 It's a value thing. 0:46:58.400 --> 0:47:00.239 If it's a decision maker thing, it's really that they 0:47:00.239 --> 0:47:02.279 need support, not permission. And then we rely on past 0:47:02.320 --> 0:47:05.040 agreements in order to say, hey, well, your husband knows 0:47:05.040 --> 0:47:07.000 that you're overweight, right, do you think he wants you 0:47:07.040 --> 0:47:07.640 to stay overweight? 0:47:07.680 --> 0:47:07.719 No? 0:47:07.840 --> 0:47:09.279 Then why would it be against you doing something to 0:47:09.320 --> 0:47:11.319 change that, right, So just walking through those and. 0:47:11.280 --> 0:47:13.920 I go through all of them, but that's enough. 0:47:14.560 --> 0:47:18.720 Yeah, this is it. 0:47:18.800 --> 0:47:21.680 And then from installing perspective, it's actually helping someone make 0:47:21.680 --> 0:47:23.200 a decision because a lot of people don't know how 0:47:23.239 --> 0:47:25.919 to decide. Because you will have this conversation far more 0:47:26.040 --> 0:47:28.120 than every person you talk to. People maybe only have 0:47:28.239 --> 0:47:31.320 five ten sales conversations a year. If you are selling 0:47:31.400 --> 0:47:33.319 it for a business, you'll have four or five a day. 0:47:33.600 --> 0:47:35.640 And so you should absolutely always be more equipped than 0:47:35.640 --> 0:47:38.120 they are to solve the problem. The one that I 0:47:38.120 --> 0:47:41.120 skipped with preferences, which is you know, I like, hey, 0:47:41.440 --> 0:47:43.600 I really want you know, my friend Charlotte, she lost 0:47:43.600 --> 0:47:45.200 thirty pounds doing your thing, But. 0:47:45.160 --> 0:47:47.320 Can I just keep eating the food that I'm currently eating? 0:47:47.640 --> 0:47:49.759 And so they want their results your way, And so 0:47:49.800 --> 0:47:51.320 the easiest way to explain around that is if you 0:47:51.400 --> 0:47:52.840 change the variables to change the outcome, do you like 0:47:52.880 --> 0:47:55.080 the outcome? Yeah, well, then don't change the variables. And 0:47:55.160 --> 0:47:56.279 this is the only thing that I can give you 0:47:56.320 --> 0:47:59.319 confidence in. And the question is is you eating the 0:47:59.320 --> 0:48:01.520 food you want more important than you look in the 0:48:01.560 --> 0:48:03.040 way you want to look? And that's a real question 0:48:03.280 --> 0:48:05.000 and if the person says yes it is, and it's 0:48:05.000 --> 0:48:06.920 like okay, well then nothing's going to change if you 0:48:06.920 --> 0:48:08.719 don't change, and so then you get to have a 0:48:08.719 --> 0:48:11.080 real conversation. But each of those those are the fundamental 0:48:11.160 --> 0:48:13.279 kind of ways of getting over them. And so once 0:48:13.320 --> 0:48:16.480 you explain away the concerns, after each explanation, you always 0:48:16.480 --> 0:48:18.360 ask again, so does like does that? 0:48:18.440 --> 0:48:20.759 Does that help that? Does that? Does that? Does that? 0:48:20.920 --> 0:48:21.959 All that for you? Great? 0:48:22.040 --> 0:48:24.799 So ready to move forward, You're ready to do whatever 0:48:24.840 --> 0:48:26.719 the next thing is. And then finally it is our 0:48:26.880 --> 0:48:28.560 And the R actually happens after the sale and is 0:48:28.560 --> 0:48:30.680 something that I added years later in my career. 0:48:30.680 --> 0:48:34.200 It used to just be close. But the R is 0:48:34.280 --> 0:48:35.240 reinforce the decision. 0:48:35.520 --> 0:48:37.920 So in the twenty four hours post purchase is when 0:48:37.960 --> 0:48:40.040 the vast majority be either have you know, cold feet 0:48:40.160 --> 0:48:42.320 or they regret or you can reinforce it and becomes 0:48:42.480 --> 0:48:45.279 a super positive right and so people believe it or not. 0:48:45.320 --> 0:48:47.279 There's tons of research that supports this is that they 0:48:47.320 --> 0:48:50.440 will make a decision about your business based on the 0:48:50.480 --> 0:48:51.320 first twenty four. 0:48:51.200 --> 0:48:52.160 Hours post purchase. 0:48:52.440 --> 0:48:54.520 So it's this huge moment where you can make a 0:48:54.520 --> 0:48:58.239 first impression that preframes the remainder of the of the 0:48:58.280 --> 0:49:00.760 relationship that you have with them and so being incredibly 0:49:00.800 --> 0:49:02.759 died of Like, hey, so you bought. Let me tell 0:49:02.760 --> 0:49:04.080 you what the next steps are going to be. We're 0:49:04.080 --> 0:49:05.560 going to take these steps and we're going to tie 0:49:05.560 --> 0:49:07.600 that to goal. Right, so you said you wanted these 0:49:07.640 --> 0:49:09.200 three things. The way that we're going to solve these 0:49:09.239 --> 0:49:11.200 three things is these three steps. These are the actions 0:49:11.200 --> 0:49:13.080 you take. We're gonna meet tomorrow at this time, I'll 0:49:13.120 --> 0:49:14.360 see you there, or if you have a you know, 0:49:14.440 --> 0:49:17.080 onboarding rep, then you'd go from there. But that fundamentally 0:49:17.120 --> 0:49:19.000 is how you'd have the conversion conversation. And so to 0:49:19.040 --> 0:49:21.719 loop back to if I'm a professional, how do I 0:49:21.760 --> 0:49:23.200 do this, It's like, well, you're gonna. 0:49:23.000 --> 0:49:24.600 Use the core four. You're gonna reach out to people. 0:49:24.719 --> 0:49:27.200 Once they respond, you'll initiate the conversation where you go 0:49:27.200 --> 0:49:29.080 through the closer framework and then you make them an 0:49:29.120 --> 0:49:32.080 offer to do your stuff, which will be either moonlighting 0:49:32.160 --> 0:49:33.960 or you know, in the morning. And what's really interesting 0:49:34.000 --> 0:49:36.279 is that people think that they're nine to five is 0:49:36.280 --> 0:49:37.960 getting in the way of their dreams, when it's really 0:49:38.000 --> 0:49:40.560 they're five to nine, and so five am to nine 0:49:40.560 --> 0:49:44.040 am it's like your's four prime hours, and then five 0:49:44.120 --> 0:49:46.600 pm to nine pm it's another four prime hours. So 0:49:46.600 --> 0:49:48.399 it's like you've got eight You've got a full work 0:49:48.520 --> 0:49:50.960 day that you can work, which I strongly recommend. I 0:49:51.000 --> 0:49:52.640 think a lot of people are big on the burn 0:49:52.680 --> 0:49:54.239 the boat's thing, and I think there's a time and 0:49:54.239 --> 0:49:56.360 a place for that. But if you have a family 0:49:56.400 --> 0:49:58.920 and you've got a mortgage, I would recommend you keep 0:49:58.960 --> 0:50:02.520 your job and then supplement your income. And then at 0:50:02.520 --> 0:50:05.279 the point where your supplemental income in your off time 0:50:05.719 --> 0:50:09.359 surpasses your full time income, that is when I say 0:50:09.560 --> 0:50:11.600 make the jump. And for me, because I actually believe it, 0:50:11.640 --> 0:50:13.719 I tend to be relatively risk averse person. I would say, 0:50:13.719 --> 0:50:15.200 if you do that for six months, because there's going 0:50:15.239 --> 0:50:19.200 to be volatility in the business, and I'll also just 0:50:19.440 --> 0:50:20.320 play out the next. 0:50:20.120 --> 0:50:21.839 Problem they're going to have. If that's all right, I. 0:50:21.800 --> 0:50:24.880 Go for it. So so much value, so much value. 0:50:25.040 --> 0:50:28.360 So volatility is a symptom of insufficient volume. And so 0:50:28.440 --> 0:50:30.840 if you feel like you're like, man, you know, I 0:50:30.840 --> 0:50:32.840 got a couple of customers and then you know the 0:50:33.120 --> 0:50:36.160 lead stop coming in, it's like, well, you're doing insufficient volume. 0:50:36.200 --> 0:50:37.920 You're not doing enough of the core four. We have 0:50:38.000 --> 0:50:40.320 to post more content, we have to post more ads, 0:50:40.440 --> 0:50:42.080 we have to do more reach outs, right, That's what 0:50:42.120 --> 0:50:44.640 we have to do. And so if you think, okay, 0:50:44.680 --> 0:50:46.200 well I've been doing these reach outs and you know 0:50:46.239 --> 0:50:47.560 no one's responding or things like that. 0:50:47.600 --> 0:50:48.359 One we need to make. 0:50:48.239 --> 0:50:49.600 Sure that the offer that we have is good, which 0:50:49.600 --> 0:50:50.840 I think we started with the five hour thing. I 0:50:50.840 --> 0:50:53.160 think it's a great first offer. But you know, under 0:50:53.200 --> 0:50:54.879 that assumption, if we do this, I have a rule 0:50:54.880 --> 0:50:56.640 of one hundred, which is that you do one hundred 0:50:57.480 --> 0:50:59.960 per day. So that means you're doing either one hundred. 0:51:00.160 --> 0:51:02.200 It's that you're putting into posting content and you post, 0:51:02.320 --> 0:51:05.160 and you post it to be very clear, and you post. 0:51:06.200 --> 0:51:08.680 You spend one hundred dollars a day on ads, or 0:51:08.719 --> 0:51:10.360 you do one hundred reachouts and if you want to 0:51:10.360 --> 0:51:12.239 be crazy, you can do all three. And so those 0:51:12.280 --> 0:51:14.880 in those in those scenarios, the key is that you 0:51:14.920 --> 0:51:16.600 have to keep going. And so if you get let's 0:51:16.600 --> 0:51:18.719 say you do the rule of one hundred and you 0:51:18.760 --> 0:51:22.120 get one sale a week, okay, then if you want 0:51:22.160 --> 0:51:23.920 to that would give you four sales a month. Roughly, 0:51:24.400 --> 0:51:25.759 if you're like, man, I want to go from four 0:51:25.800 --> 0:51:29.279 sales a month to sixteen sales a month. The nice 0:51:29.280 --> 0:51:31.360 thing is that you actually have a clear input output equation, 0:51:31.440 --> 0:51:35.320 which is that, Okay, it cost me seven hundred primary 0:51:35.719 --> 0:51:40.400 efforts to get one sale, and so that volatility feels 0:51:40.480 --> 0:51:42.520 like it's only one, but it's because you're not doing enough. 0:51:42.640 --> 0:51:44.560 If I take that seven hundred and do seven hundred 0:51:44.600 --> 0:51:46.839 per day, then all of a sudden, I'll be making 0:51:46.840 --> 0:51:50.520 one sale a day. And fundamentally, that little compression process 0:51:50.640 --> 0:51:52.839 is the only thing that separates very small businesses from 0:51:52.920 --> 0:51:56.600 very large businesses. Most small business owners have no idea 0:51:56.680 --> 0:51:58.960 how much more volume the guys who are ahead of 0:51:58.960 --> 0:52:01.200 them put out. I'm ride a conversation at the very 0:52:01.200 --> 0:52:03.000 beginning of me deciding to make content after I sold 0:52:03.000 --> 0:52:05.640 the company where I said, hey, you know, I really 0:52:05.680 --> 0:52:08.680 want to learn this Instagram game and content game. And 0:52:08.719 --> 0:52:10.680 so I talked to somebody who's a big, big influencer, 0:52:11.560 --> 0:52:13.600 and I said, you know, can you can you analyze 0:52:13.600 --> 0:52:15.279 my stuff and tell me what I'm doing wrong? And 0:52:15.320 --> 0:52:18.600 he said, dude, you're not doing anything wrong. You're just 0:52:18.640 --> 0:52:21.440 doing too little. And so he said, he said, pull 0:52:21.480 --> 0:52:23.600 up your Instagram and I pulled it up and I 0:52:23.600 --> 0:52:25.520 think I was doing like a post every other day 0:52:25.560 --> 0:52:26.319 or something like that, and. 0:52:26.239 --> 0:52:28.279 He's like, dude, I got four posts a day. And 0:52:28.320 --> 0:52:29.160 I was like, whoa. 0:52:29.200 --> 0:52:30.840 And then he said, pull up your LinkedIn and I 0:52:30.880 --> 0:52:32.360 don't think I've posted on LinkedIn. And he's like, I 0:52:32.400 --> 0:52:34.279 got ten posts a day. And he's like, pull pull 0:52:34.320 --> 0:52:36.160 up your Twitter. At the time, now X is like 0:52:36.640 --> 0:52:38.600 I had nothing right. So he went side by side. 0:52:38.640 --> 0:52:40.759 He's like, I'm putting out seventy eighty a day and 0:52:40.760 --> 0:52:42.640 you're putting out one every other and you're complaining. And 0:52:42.640 --> 0:52:45.840 I was like, got it. And so the most people 0:52:46.120 --> 0:52:49.120 dramatically underestimate the amount of volume that is required. And 0:52:49.120 --> 0:52:52.240 that volume has a great feedback loop for skill because 0:52:52.280 --> 0:52:55.160 you do these iterations and you will suck. And that 0:52:55.320 --> 0:52:57.800 is okay, and as long as you like. The process 0:52:57.840 --> 0:52:59.600 that I have for improving any part of any system 0:52:59.880 --> 0:53:02.799 is just do a tremendous amount of volume. Let's say 0:53:02.840 --> 0:53:04.879 we do one hundred whatevers. We look at the top 0:53:04.920 --> 0:53:07.200 ten percent of the ones that got the highest response rated, 0:53:07.239 --> 0:53:08.480 the ones that got the most views, or the ad 0:53:08.520 --> 0:53:10.440 they got the most clicks. We say Okay, what was 0:53:10.440 --> 0:53:12.319 different about these top ten percent compared to the other 0:53:12.360 --> 0:53:14.239 ninety And so the next hundred we do, we say, 0:53:14.320 --> 0:53:15.839 let's just try and just do the thing we did 0:53:15.840 --> 0:53:17.520 in the top ten percent, we do it again. And 0:53:17.600 --> 0:53:20.880 that continual refinement process has been the key to all 0:53:20.920 --> 0:53:21.640 the stuff that we've done. 0:53:21.680 --> 0:53:23.319 It's just look at what worked, do more of that. 0:53:23.840 --> 0:53:26.080 And so if you were in the professional bucket, that 0:53:26.200 --> 0:53:27.680 is more or less kind of the approach that I 0:53:27.680 --> 0:53:28.959 would take to get that first dollar. 0:53:29.320 --> 0:53:31.520 Everyone needs to listen to that fifteen minutes every day. 0:53:32.400 --> 0:53:34.479 I'm not kidding. That was the most amount of value 0:53:34.520 --> 0:53:37.080 I think has ever been back and at fifteen minutes 0:53:37.400 --> 0:53:39.480 that I've ever heard in my entire life. And I'm 0:53:39.480 --> 0:53:44.400 not kidding. That is such brilliant, brilliant advice, totally broken 0:53:44.440 --> 0:53:47.520 down step by step. I mean you could, I mean 0:53:47.560 --> 0:53:49.200 you can make like seventy posts off of just the 0:53:49.239 --> 0:53:51.759 last fifteen minutes. It was so no And I mean 0:53:51.800 --> 0:53:54.000 that I'm not just saying that because right now as 0:53:54.000 --> 0:53:56.120 you're speaking, I've got so many friends that I've got 0:53:56.120 --> 0:53:59.520 in my head that are exactly at that point, and 0:53:59.520 --> 0:54:02.440 it's the volume that's messing them up. It's either not 0:54:02.520 --> 0:54:04.560 having the plan to how do you pitch and convert 0:54:05.040 --> 0:54:09.560 two questions? The first is how do you stop being 0:54:09.640 --> 0:54:13.160 scared of sucking? Because a lot of my friends are 0:54:13.200 --> 0:54:18.080 scared of sucking? And the second one is why are 0:54:18.120 --> 0:54:22.879 we so uncomfortable selling and promoting and showing our work? 0:54:23.000 --> 0:54:25.680 So the first one, what's really interesting about the question 0:54:25.960 --> 0:54:27.920 is that I think that most people are actually very 0:54:27.960 --> 0:54:30.600 okay with sucking. I think they're very not okay with 0:54:30.680 --> 0:54:34.319 being judged for sucking. And so I think that at 0:54:34.360 --> 0:54:37.319 the at the onset, we have to redefine success as 0:54:37.480 --> 0:54:41.439 trying and not as succeeding or at least getting whatever 0:54:41.640 --> 0:54:45.000 desired outcome there is, because failure and success are salt 0:54:45.040 --> 0:54:45.400 and pepper. 0:54:45.440 --> 0:54:45.960 They're married. 0:54:46.640 --> 0:54:49.600 One leads to the next, and so the idea is 0:54:49.600 --> 0:54:50.920 we want to get as many failures out of the 0:54:50.960 --> 0:54:52.719 way as fast as possible, and so it's like we 0:54:52.760 --> 0:54:55.120 want to pay down that failure that again as soon 0:54:55.120 --> 0:54:58.440 as we can. And so the very tactical thing that 0:54:58.640 --> 0:55:03.080 I would advise is think about there's we think, don't 0:55:03.080 --> 0:55:04.600 I don't want people to think that I'm a failure. 0:55:04.640 --> 0:55:07.560 It's actually not people. There's like two people that you 0:55:07.600 --> 0:55:09.960 hear their voice in your head. And so when you 0:55:10.000 --> 0:55:12.719 actually get really clear on whose voice is that, because 0:55:12.719 --> 0:55:14.279 I'll say, I'll tell you a real world example. So 0:55:14.320 --> 0:55:16.560 for me, when I say this just sounds ridiculous, but 0:55:16.680 --> 0:55:18.920 just but just to show you, hopefully how ridiculous whatever 0:55:18.960 --> 0:55:21.799 you think sounds, I'll share one of mine. So when 0:55:21.840 --> 0:55:25.319 I was thinking about selling my company, the offer was 0:55:25.320 --> 0:55:30.160 for forty six point two million, and I was afraid 0:55:30.440 --> 0:55:32.920 that it wasn't enough to impress the people that I 0:55:32.920 --> 0:55:35.640 wanted to impress, and so and I had to figure 0:55:35.680 --> 0:55:37.000 that out. I was like, I don't know, I mean 0:55:37.280 --> 0:55:38.880 it's worth it. Maybe I should hold on to a 0:55:38.880 --> 0:55:40.359 longer and grow more and I want, you know, back 0:55:40.360 --> 0:55:42.840 and forth. And when I thought more about it, I 0:55:42.880 --> 0:55:46.600 was like, actually, there's only one person whose opinion I'm 0:55:46.640 --> 0:55:47.520 concerned about. 0:55:47.640 --> 0:55:50.160 And then when I named it, when I was like, oh, 0:55:50.200 --> 0:55:51.320 it's Tom. 0:55:51.760 --> 0:55:54.400 Tom's the and like I'm not even that close with Tom, 0:55:54.760 --> 0:55:59.680 but tom my envisionment of Tom judging my my my 0:55:59.760 --> 0:56:02.400 egg it is not good enough for their approval. I 0:56:02.440 --> 0:56:05.760 was like, wait, I'm letting Tom have this much influence 0:56:05.800 --> 0:56:06.520 over my life. 0:56:07.160 --> 0:56:07.840 That's absurd. 0:56:08.320 --> 0:56:10.759 And so one of the big reframes that I have 0:56:10.760 --> 0:56:12.319 in my head is that if you don't know why 0:56:12.400 --> 0:56:14.280 you believe what you believe, it's not your belief. 0:56:14.040 --> 0:56:14.920 Ats someone else's. 0:56:15.280 --> 0:56:16.920 And so if you can't explain, like why am I 0:56:16.960 --> 0:56:18.719 not doing this, If you can't actually explain it, it's 0:56:18.760 --> 0:56:21.200 because there's someone else's voice that is influencing you that 0:56:21.200 --> 0:56:23.200 you're not aware of. And so I try and name it. Yeah, 0:56:23.440 --> 0:56:25.080 the naming is the key part, because as soon as 0:56:25.120 --> 0:56:27.960 you see that, you're like Tom, You're like screw Toom. 0:56:28.000 --> 0:56:29.480 We're like I want to do say it's like, is 0:56:30.080 --> 0:56:33.799 Tom's approval worth more than the dream that you want 0:56:33.840 --> 0:56:34.400 to pursue? 0:56:34.480 --> 0:56:35.960 And as soon as you get that, you're like, well, 0:56:36.000 --> 0:56:38.120 hell no. And then you move forward. 0:56:38.280 --> 0:56:40.359 And I can tell you just from the other side 0:56:40.360 --> 0:56:41.480 of this, and I want to unders want to be 0:56:41.520 --> 0:56:41.919 really clear. 0:56:42.080 --> 0:56:43.160 I understand how scary it is. 0:56:43.200 --> 0:56:44.960 It took me six months to quit my job, and 0:56:45.200 --> 0:56:46.880 I talk to my friend every single day saying this 0:56:46.920 --> 0:56:48.480 is the day, this is the day, this day. And 0:56:48.719 --> 0:56:51.360 when I did finally quit my job, I drove across 0:56:51.440 --> 0:56:54.680 the country and I only called people from home when 0:56:54.719 --> 0:56:56.920 I was already halfway across. I didn't tell anyone I 0:56:56.960 --> 0:56:58.960 was leaving because I was so afraid of what they 0:56:59.000 --> 0:56:59.600 would say. 0:56:59.800 --> 0:57:01.200 So I say, this is somebody. 0:57:00.960 --> 0:57:03.960 Who absolutely gets it, but I just want to see 0:57:03.960 --> 0:57:06.239 you from the other side of it. It's you know, 0:57:06.360 --> 0:57:08.239 this is a Layla quote, not me, but you know, 0:57:08.440 --> 0:57:11.040 fear is a mile wide and an inch deep, and 0:57:11.080 --> 0:57:13.319 so it looks like this vast ocean of like I'm 0:57:13.320 --> 0:57:14.719 going to drown. But as soon as you take the 0:57:14.719 --> 0:57:17.160 first step, you're like, oh, this is a puddle. And 0:57:17.600 --> 0:57:19.520 there's a quote from Jocko Willick that I love. That's 0:57:19.520 --> 0:57:21.240 recent that's been top of mind for me, which is, 0:57:22.080 --> 0:57:26.800 besides death, all failure is psychological. And it's just when 0:57:26.840 --> 0:57:29.280 you the longer you think about it, the where you're like, wait, 0:57:29.840 --> 0:57:32.880 all failure is just me drawing an arbitrary line in 0:57:32.920 --> 0:57:34.880 the sand that I say anything that does not meet 0:57:34.920 --> 0:57:38.720 the standard or force me to be upset. And so 0:57:38.760 --> 0:57:40.280 it's like, okay, well, if I don't die, then I 0:57:40.280 --> 0:57:42.000 can keep going. And if I don't die, then it 0:57:42.040 --> 0:57:43.000 means I can stand it. 0:57:43.640 --> 0:57:45.640 Yeah, And I think a big part of it when 0:57:45.640 --> 0:57:49.160 I'm listening to you is because it's psychological. Let me 0:57:49.320 --> 0:57:50.400 know that it will happen. 0:57:50.520 --> 0:57:50.760 Yeah. 0:57:50.760 --> 0:57:52.560 So I remember when I put out my first video, 0:57:52.680 --> 0:57:54.200 which I didn't tell anyone I was going to do. 0:57:54.760 --> 0:57:59.200 I spent two years watching videos before I made one 0:57:59.280 --> 0:58:01.320 and put one out. And when I put out my 0:58:01.360 --> 0:58:04.360 first video, I remember my friends saying to me, you 0:58:04.440 --> 0:58:07.680 talk too fast, the music is too loud, it's edited 0:58:07.720 --> 0:58:12.080 badly cool like, it wasn't received with praise. Now, I 0:58:12.160 --> 0:58:15.920 didn't think about that too much. And now if I 0:58:15.960 --> 0:58:19.360 go back to advise someone, I'd say, anticipate that, because 0:58:19.360 --> 0:58:24.200 if you anticipate it, then it's okay. Then it's in steep, right, 0:58:24.200 --> 0:58:26.320 You're like, oh, okay, Well, yeah, they're probably going to 0:58:26.360 --> 0:58:28.760 tell me that the editing wasn't great or whatever. But 0:58:28.880 --> 0:58:31.720 if I followed Alex's advice, maybe I have sent it 0:58:31.720 --> 0:58:34.040 to a couple of people, you know, not friends, but 0:58:34.080 --> 0:58:36.640 people who actually know what they're doing. I've got some insight. 0:58:36.920 --> 0:58:38.960 I've studied it well enough, and maybe I'll avoid some 0:58:38.960 --> 0:58:40.680 of them. But guess what, I won't avoid all of them. 0:58:40.880 --> 0:58:43.560 There will still be someone who criticizes the tone, what 0:58:43.600 --> 0:58:45.840 I'm wearing, how I look, whatever it is. And as 0:58:45.880 --> 0:58:49.160 soon as you know that, you go, oh, that's all 0:58:49.200 --> 0:58:51.360 it is someone's going to look at it and be like, yeah, 0:58:51.400 --> 0:58:54.120 I'm not sure, and it's like, oh wait, their reaction 0:58:54.640 --> 0:58:57.800 doesn't change my reality, Like their reaction will always be. 0:58:57.840 --> 0:58:59.440 Then I think what we're trying to do going to 0:58:59.480 --> 0:59:02.480 you earlier as well, is we're trying to avoid the reaction. 0:59:03.000 --> 0:59:07.400 We want to create something that has no negative reaction. 0:59:08.120 --> 0:59:10.600 And there is not a single class on planet Earth 0:59:10.840 --> 0:59:14.640 that has created a song, a movie, podcast, or whatever 0:59:14.680 --> 0:59:16.440 it may be that has had no negative reaction. 0:59:16.640 --> 0:59:19.280 So I have so many quick thoughts on this, yea. 0:59:19.400 --> 0:59:21.960 So number one is that if you do nothing, people 0:59:22.000 --> 0:59:24.560 will criticize you. If you do something, people will criticize you. 0:59:24.600 --> 0:59:28.480 So criticism is a fixed cost period. Number two, it 0:59:28.560 --> 0:59:32.560 takes about twenty hours to become proficient in just about anything. 0:59:32.600 --> 0:59:35.480 You want to play guitar, like proficient in just about anything. 0:59:35.600 --> 0:59:38.520 It just takes people ten years to get the first 0:59:38.560 --> 0:59:42.640 twenty hours, and that's a huge issue. The third is 0:59:42.680 --> 0:59:46.280 that when you're thinking about feedback is one not all 0:59:46.280 --> 0:59:48.280 feedback is created equal. You don't want to listen to 0:59:48.280 --> 0:59:50.200 the people who are closest to you. You want to 0:59:50.200 --> 0:59:52.560 listen to people who are closest to your goals, and 0:59:52.600 --> 0:59:54.880 so listen to people who already at your goals, who 0:59:54.880 --> 0:59:57.880 already achieve those goals, and listen to their feedback. Because 0:59:57.960 --> 1:00:00.400 I'll say, for example, for me, like if I if I, 1:00:00.400 --> 1:00:01.840 I mean I rarely do, but if I post anything 1:00:01.840 --> 1:00:03.960 of me at the gym, the only people who comment are. 1:00:03.880 --> 1:00:05.080 People who are smaller than me. 1:00:06.320 --> 1:00:08.439 No guy who is bigger than me ever has talked 1:00:08.440 --> 1:00:10.520 a bit about you know about my you know my 1:00:10.560 --> 1:00:13.200 fitness stuff. And so to the same degree, anybody who's 1:00:13.200 --> 1:00:15.880 an entre who's a real entrepreneur is going to be like, hell, yeah, man, 1:00:15.920 --> 1:00:16.480 you got out there. 1:00:16.520 --> 1:00:18.600 Oh of course you failed. Obviously you failed. 1:00:18.600 --> 1:00:21.040 But that's okay, right, everyone falls the first time, right 1:00:21.040 --> 1:00:24.880 from the matrix, and so expect failure. And I think 1:00:24.920 --> 1:00:27.120 that if you can play it out, there's a there's 1:00:27.120 --> 1:00:28.880 a really wonderful stock frame around this, which is the 1:00:29.040 --> 1:00:31.880 frame of the veteran, which is, if you were to 1:00:31.920 --> 1:00:35.520 imagine whatever bad experience occurs happening a thousand times more 1:00:35.560 --> 1:00:38.280 in a row, how would you feel in the thousandth time. 1:00:39.440 --> 1:00:41.360 And if that's how you're gonna feel in a thousandth 1:00:41.440 --> 1:00:43.360 time with the exact same condition, you might as well 1:00:43.360 --> 1:00:45.520 feel that way today, and it's just been a really 1:00:45.600 --> 1:00:47.240 like a like if you're like, man, I hate traffic, 1:00:47.240 --> 1:00:49.080 It's okay. Let's assume traffic is a constant and it 1:00:49.120 --> 1:00:51.000 happens for the next thousand days. You'll probably be like, well, 1:00:51.000 --> 1:00:52.720 it's just how it is, right, and. 1:00:52.680 --> 1:00:53.640 So this is just how it is. 1:00:53.680 --> 1:00:55.320 That's the feedback that you're gonna get from videos, and 1:00:55.360 --> 1:00:57.120 it's going to keep happening, and it's okay. 1:00:57.400 --> 1:01:00.760 Yeah, your point just now of the problem is it 1:01:00.800 --> 1:01:02.960 takes us ten years to get the first twenty hours. 1:01:03.520 --> 1:01:06.720 Is so true. I know something that I've biggest people 1:01:06.720 --> 1:01:07.880 are off something like that to me, Like, Jay, how 1:01:07.920 --> 1:01:09.400 do you solve a problem? I'm like, if I think 1:01:09.400 --> 1:01:12.080 something's a big problem to solve or a skill to learn, 1:01:12.440 --> 1:01:15.560 I will cancel every evening planned this week and I 1:01:15.560 --> 1:01:18.520 will cancel my entire weekend. And all I'm doing this 1:01:18.600 --> 1:01:21.760 weekend is figuring out that skill. I'll get a coach, 1:01:22.320 --> 1:01:25.080 I'll commit to the time, and I'll be around that 1:01:25.120 --> 1:01:28.200 community of people. Those are my three practices or things 1:01:28.240 --> 1:01:31.720 to develop a skill. And then this weekend is dedicated 1:01:32.040 --> 1:01:34.880 to getting good at X. And it's like, if I 1:01:34.920 --> 1:01:37.919 don't get enough hours in this weekend, the next four 1:01:37.960 --> 1:01:41.000 weekends are dedicated to that thing, and all of a sudden, 1:01:41.000 --> 1:01:43.160 in a month, I've solved a problem that could have 1:01:43.200 --> 1:01:45.600 taken me six years. And so I love that piece 1:01:45.640 --> 1:01:48.240 of advice because I think it's the same advice when 1:01:48.240 --> 1:01:50.120 you give people like, hey, just try three things out, 1:01:50.480 --> 1:01:52.120 and then they're like, okay, I'll try three things out 1:01:52.120 --> 1:01:55.360 one a year. And also when you give it twelve 1:01:55.440 --> 1:01:58.000 months to try one thing out, you actually never know 1:01:58.360 --> 1:02:01.080 whereas if you did something for a whole day. Like 1:02:01.160 --> 1:02:03.080 I remember when me and my wife were in Hawaii. 1:02:03.480 --> 1:02:06.920 We both grew up in London. We never went surfing, 1:02:06.960 --> 1:02:09.600 more skiing and things like this. Right we're in Hawaii, 1:02:09.640 --> 1:02:11.960 we try surfing, we do it the whole day. I 1:02:12.040 --> 1:02:14.040 knew I was never going to be a surfer and 1:02:14.080 --> 1:02:15.680 it's the last thing I want to do. And I 1:02:15.720 --> 1:02:19.040 don't care at all about surfing. It looks good, but 1:02:19.160 --> 1:02:20.919 it is not fun to do, Like I didn't enjoy 1:02:20.920 --> 1:02:23.280 the process, And I'm like, but if I went like 1:02:23.520 --> 1:02:26.160 for thirty minutes one day, then I'd be like, oh, well, 1:02:26.160 --> 1:02:28.640 maybe I just didn't do it right. And then you're like, Okay, 1:02:28.680 --> 1:02:30.600 I'll go thirty minutes next year, I'll do an hour 1:02:30.680 --> 1:02:33.960 next year, And so we just keep elongating the kind 1:02:33.960 --> 1:02:37.920 of failure rate or knowing how quickly something's important or not. 1:02:38.440 --> 1:02:42.120 I think it's getting completely immersed and just soaked in 1:02:42.280 --> 1:02:45.320 whatever the thing that you're trying to pursue. So I'll 1:02:45.320 --> 1:02:48.000 tell you a comparable story. So when I was when 1:02:48.000 --> 1:02:50.480 I had my first business, I was I've never been 1:02:50.520 --> 1:02:52.360 a tech oriented person. Now I try not to speak 1:02:52.360 --> 1:02:54.680 that over myself, but like, I'm working on it, and 1:02:54.720 --> 1:02:56.600 so I was like, I have to learn how to 1:02:56.600 --> 1:02:58.760 build by pages. I hate relying on these it guys. 1:02:58.760 --> 1:03:00.720 They're slow, they don't build it the right way. And 1:03:00.800 --> 1:03:02.400 so this is right as some of the early kind 1:03:02.400 --> 1:03:05.160 of software say come out. And I had put it 1:03:05.200 --> 1:03:07.880 off and then I finally said, both days this weekend, 1:03:08.000 --> 1:03:10.840 I'm locking the doors, I'm closing the frames, I'm turning 1:03:10.880 --> 1:03:12.880 off my phone. And I just had a simple page. 1:03:12.880 --> 1:03:14.400 I said, I'm just gonna copy this page. I just 1:03:14.440 --> 1:03:16.000 want to see if I can figure it out. And 1:03:16.040 --> 1:03:18.600 I set two full days aside and I finished it 1:03:18.640 --> 1:03:21.480 by noon. Yeah, but I had put it off for weeks, 1:03:22.040 --> 1:03:24.680 and so most times it's almost like fears them all 1:03:24.720 --> 1:03:27.080 wide and an inch deep. So is ignorance. It's like 1:03:27.200 --> 1:03:29.560 it's more than you expect, less than you think. Right, 1:03:29.600 --> 1:03:30.880 you get in and then you're like, oh, there's only 1:03:30.920 --> 1:03:33.680 four parts to this, Okay, I think, okay, now you 1:03:33.680 --> 1:03:35.240 want to wrap your arms around it. And I think 1:03:35.240 --> 1:03:37.240 that's why having these kind of longer inten sessions you 1:03:37.320 --> 1:03:39.000 kind of drink all of it up, because if you 1:03:39.040 --> 1:03:41.680 did multiple thirty minute sessions, for example, it's like it'll 1:03:41.680 --> 1:03:43.720 take you the first fifteen minutes to get back into 1:03:43.800 --> 1:03:45.920 what did I just learn last time? And then it 1:03:46.000 --> 1:03:48.120 just it's very hard to get make progress. And so 1:03:48.600 --> 1:03:52.480 I'm a massive advocate of full shutdown days. I mean, 1:03:52.760 --> 1:03:54.600 drink your coffee, get your good night's sleep, and then 1:03:54.640 --> 1:03:56.440 put your your plugs in and then like lock in. 1:03:56.640 --> 1:04:00.240 Yeah, absolutely, before we dive into the next moment, let's 1:04:00.280 --> 1:04:04.760 hear from our sponsors and back to our episode. Absolutely. 1:04:04.800 --> 1:04:07.480 And then the second question was why are we so 1:04:07.680 --> 1:04:12.720 uncomfortable with selling, promoting ourselves, putting ourselves out there? 1:04:13.040 --> 1:04:15.560 So I would put this two separate buckets. 1:04:15.560 --> 1:04:17.200 So one is the promotion, which is kind of public 1:04:17.240 --> 1:04:19.440 of embarrassment, public harass, you know, that's not right. 1:04:19.640 --> 1:04:20.120 Yeah. 1:04:20.240 --> 1:04:23.200 The second one is why am I scared to ask 1:04:23.240 --> 1:04:24.240 this person for money? 1:04:24.400 --> 1:04:24.640 Right? 1:04:24.960 --> 1:04:27.160 And so I think on some level it comes down 1:04:27.200 --> 1:04:29.600 to some people feel like impostors. They're like, you know, 1:04:29.600 --> 1:04:32.320 I don't deserve this, and things like that. But I 1:04:32.320 --> 1:04:34.320 think that there's a there's a very tactical way to 1:04:34.320 --> 1:04:37.960 overcome that, which is you outwork yourself doubt. And so 1:04:38.440 --> 1:04:42.320 if you if you've done those twenty and I think 1:04:42.320 --> 1:04:45.080 it's people who haven't done the twenty who feel like impostors. 1:04:45.120 --> 1:04:46.560 But if you've done it twenty times, and you're like, 1:04:46.680 --> 1:04:48.640 I know what's going to happen next, and I know 1:04:48.680 --> 1:04:50.480 what your problem is, and I also know I can 1:04:50.520 --> 1:04:53.360 solve it, and so your conviction goes up because you're 1:04:53.360 --> 1:04:55.680 not you're not exaggerating anything, you're not puffing your chest. 1:04:55.720 --> 1:04:58.040 You're just one of my big rules of persuasion to 1:04:58.040 --> 1:05:00.000 state the facts and tell the truth. And so you're like, listen, 1:05:00.240 --> 1:05:02.720 I've done twenty of these. You have the same issues 1:05:02.720 --> 1:05:04.520 as these people. This is what I did for them. 1:05:04.600 --> 1:05:05.960 I think I can do the same thing for you. 1:05:06.160 --> 1:05:08.280 We're not exaggerating, we're not claiming anything. We're just saying, 1:05:08.320 --> 1:05:10.520 like this is, this is what's happened, and so I 1:05:10.520 --> 1:05:13.600 think that that will dramatically decrease the anxiety around the conversation. 1:05:14.120 --> 1:05:16.400 The second piece is the fear of like rejection in 1:05:16.440 --> 1:05:17.680 the micro and so. 1:05:19.240 --> 1:05:20.400 It's it's always. 1:05:20.160 --> 1:05:23.000 Overstated because the worst thing they can say is no, 1:05:23.560 --> 1:05:26.560 and then you say, okay, fine, no worries, like, not 1:05:26.640 --> 1:05:28.480 a big deal, I'll just ask somebody else, right, like 1:05:28.760 --> 1:05:31.400 if anything, the sales is like dating, it's a numbers game, 1:05:31.560 --> 1:05:33.959 like you have to be willing to say I would. 1:05:34.000 --> 1:05:35.360 And this is why I like rule of one hundred 1:05:35.360 --> 1:05:38.160 a lot is have a hundred conversations, and I promise 1:05:38.240 --> 1:05:41.000 you your anxiety will go down because you'll just habituate. And 1:05:41.080 --> 1:05:43.280 so everyone like, and this is the psychological way of 1:05:43.280 --> 1:05:45.840 actually curing phobia. Is if you're afraid of spiders, the 1:05:45.920 --> 1:05:47.800 fastest way to cure spiders is locking in a room 1:05:47.840 --> 1:05:48.360 with spiders. 1:05:48.480 --> 1:05:49.640 You'll have a couple of panic attacks. 1:05:49.680 --> 1:05:51.800 You'll you'll you'll pass out, you'll wake back up, the 1:05:51.840 --> 1:05:53.640 spider's still there. You wait, pass out, wake back up, 1:05:53.640 --> 1:05:55.880 and eventually you're just like, all right, I'm used to it. 1:05:56.200 --> 1:05:57.800 And so that's also one of the telltale signs of 1:05:57.840 --> 1:06:00.480 an experienced salesman is that in the clone, when the 1:06:00.480 --> 1:06:02.360 stakes are high, their pulse. 1:06:02.160 --> 1:06:02.600 Is the same. 1:06:03.160 --> 1:06:05.080 It's because they've done this before, and so we just 1:06:05.120 --> 1:06:06.480 have to get you to that we've done this before 1:06:06.520 --> 1:06:07.520 part as fast. 1:06:07.320 --> 1:06:07.720 As we can. 1:06:07.960 --> 1:06:11.200 Yeah, what about people who feel like the approach is 1:06:11.240 --> 1:06:15.320 are manipulative? Okay, well, these tactics are like you're preying 1:06:15.360 --> 1:06:19.720 on someone's vulnerabilities and insecurities, and of course that person 1:06:20.080 --> 1:06:22.800 wants to lose weight for their partner, and you're playing 1:06:22.840 --> 1:06:24.720 to that. Like what about someone who feels that way 1:06:24.720 --> 1:06:27.000 and that's what gets in their head like, Oh, I 1:06:27.040 --> 1:06:28.840 know I have a valuable service. I know I want 1:06:28.840 --> 1:06:31.680 to help people, but actually, like they should want to 1:06:31.680 --> 1:06:33.560 do it themselves. I'm not going to convince. 1:06:33.240 --> 1:06:36.040 Them, So I'm going to I'll define two things. So one, 1:06:36.120 --> 1:06:38.680 I see the process of selling as arranging the variables 1:06:38.680 --> 1:06:40.680 to increase the likely at a sale occurs. That is 1:06:40.720 --> 1:06:42.560 a selling process, and so we want to use all 1:06:42.600 --> 1:06:44.400 the variables we can because if we can control the variables, 1:06:44.400 --> 1:06:47.240 we control the outcome. And so I see then underneath 1:06:47.240 --> 1:06:50.600 of that, the difference between help manipulation is intention, and 1:06:50.640 --> 1:06:54.280 so you use the exact same variables to influence someone's 1:06:54.280 --> 1:06:57.520 purchasing decision. But if your intention is to scam the 1:06:57.520 --> 1:06:59.200 amount of money and not help them, then for sure 1:06:59.240 --> 1:07:00.840 you should. I hope you feel all the feelings that 1:07:00.880 --> 1:07:02.880 you have right now. But on the flip side, if 1:07:02.920 --> 1:07:04.600 you know that you're going to do your absolute best 1:07:04.640 --> 1:07:07.160 and you have not misrepresented something, and I think this 1:07:07.240 --> 1:07:09.320 is the key part where people feel the imposter syndrome 1:07:09.360 --> 1:07:10.440 is because they misrepresent. 1:07:10.760 --> 1:07:12.800 If you state the facts and tell the truth, most 1:07:12.800 --> 1:07:13.840 of your anxiety goes away. 1:07:13.840 --> 1:07:16.440 And I have this conversation sometimes with entrepreneurs, even at 1:07:16.600 --> 1:07:18.240 a million dollars year, five million dollars year, and they're like, 1:07:18.280 --> 1:07:20.640 I just feel this imposter syndrome with my business. And 1:07:20.680 --> 1:07:22.960 I was say, are you stating anything that's not true? 1:07:23.440 --> 1:07:25.240 And then they'll kind of look at me and they're like, well, 1:07:25.320 --> 1:07:28.760 you know, I teach agencies how to grow their customer base. 1:07:28.800 --> 1:07:31.120 And I'm like, okay, and why do you feel like 1:07:31.160 --> 1:07:33.120 an imposter? They're like, well, you know I had an 1:07:33.160 --> 1:07:36.480 agency and it just really wasn't that successful. And I'm like, okay, 1:07:36.600 --> 1:07:38.760 are your client successful? They're like, no, the clients are successful. 1:07:38.760 --> 1:07:41.400 I'm like okay, so what do you teach them that 1:07:41.480 --> 1:07:43.120 you were not able to do for yourself? And they're like, well, 1:07:43.120 --> 1:07:44.440 I was actually really good at the sales side. I 1:07:44.480 --> 1:07:46.600 was really bad at the delivery side. I said, if 1:07:46.600 --> 1:07:49.400 you just say, hey, I had an agency, I was 1:07:49.440 --> 1:07:51.760 really good at selling customers, really bad at delivering on them. 1:07:51.840 --> 1:07:53.240 But if you're good at delivering on them and you 1:07:53.280 --> 1:07:54.920 need a sales process, I can help you. I was like, 1:07:54.920 --> 1:07:56.520 would you feel like you're being an imposter? And he's 1:07:56.520 --> 1:07:58.120 like no, I was like, and believe it or not, 1:07:58.360 --> 1:08:01.320 that's actually more compelling because you have a damaging commission, 1:08:01.320 --> 1:08:03.280 which actually makes you It's one of the components of persuasion, right, 1:08:03.320 --> 1:08:05.920 Like you just just tell people all the things that 1:08:05.960 --> 1:08:08.320 are not good, because when you tell them the good things, 1:08:08.440 --> 1:08:09.200 they'll actually. 1:08:08.960 --> 1:08:09.680 Believe them more. 1:08:09.840 --> 1:08:11.440 And so I would tell you know, I was in 1:08:11.480 --> 1:08:13.000 the gym space for a while, and so you know, 1:08:13.200 --> 1:08:15.080 a gym owner would have, you know, a bad location 1:08:15.680 --> 1:08:18.080 and bad parking and they're like, you know, I don't, 1:08:18.120 --> 1:08:20.960 I don't. It's it's embarrassing, And I say, included in 1:08:20.960 --> 1:08:23.320 the ad. Just say hey, by the way, we have 1:08:23.479 --> 1:08:26.320 the we don't have the newst equipment. Our parking is terrible. 1:08:26.360 --> 1:08:28.840 We have a tiny location, but we have the best 1:08:28.840 --> 1:08:30.760 workouts on this side of the Mississippi. 1:08:30.840 --> 1:08:30.960 Right. 1:08:31.000 --> 1:08:32.280 And if you say that, then it's like people are like, 1:08:32.320 --> 1:08:34.080 I love that guy, right because he told the truth, 1:08:34.400 --> 1:08:37.519 and so you'll be significantly more persuasive and have less anxiety. 1:08:37.560 --> 1:08:38.960 I just stayed in the facts and tell the truth, 1:08:39.040 --> 1:08:41.559 and if the facts aren't compelling enough, do the free work. 1:08:41.760 --> 1:08:43.040 So the facts are compelling. 1:08:43.240 --> 1:08:45.040 Yeah, Oh, I love that so much because I'm thinking 1:08:45.080 --> 1:08:48.200 of Rents right now, who has a service offers and 1:08:48.200 --> 1:08:50.840 he's always scared that he's a one man band and 1:08:50.880 --> 1:08:53.000 he's scared that company is going to ask for a service, 1:08:53.280 --> 1:08:56.000 and he's almost embarrassed of saying, well, I'm just one guy, 1:08:56.560 --> 1:08:59.160 and he wants to present himself as a company yes, 1:08:59.400 --> 1:09:02.479 And I'm always well, no, tell them. Because you're one guy, 1:09:02.960 --> 1:09:05.080 you can actually be there. You're present, you're doing all 1:09:05.120 --> 1:09:07.679 the work yourself. You're committed, You're not just rolling out 1:09:07.720 --> 1:09:09.320 something that everyone else is doing. 1:09:09.520 --> 1:09:11.120 So I have an awesome frame for this. 1:09:11.560 --> 1:09:13.640 So when we had our software company, Allen, which we 1:09:13.680 --> 1:09:16.320 sold in twenty one, it was a software that helped 1:09:16.600 --> 1:09:19.120 agencies kind of made his schedules. It did automated texting 1:09:19.160 --> 1:09:22.160 stuff back before all the new stuff, right, And so 1:09:23.120 --> 1:09:26.240 I actually had agencies that's sold to gym owners. And 1:09:26.280 --> 1:09:28.280 I also owned gym Launch at the time too, which 1:09:28.320 --> 1:09:30.519 is which is the category you know, king in that space, right, 1:09:30.560 --> 1:09:32.519 It's the biggest company there. And so they're like, how 1:09:32.520 --> 1:09:34.759 do we how do we compete against you? And I said, 1:09:34.880 --> 1:09:38.240 every position has an advantage. And so you are going 1:09:38.320 --> 1:09:41.439 to say, man, Alex, Alex isn't gonna be the one 1:09:41.439 --> 1:09:43.120 take you know, he's not the one taking your calls. 1:09:43.120 --> 1:09:45.200 He's just gonna you're gonna be client number seventy seven. 1:09:45.240 --> 1:09:47.040 He's not gonna know your name. You're gonna be assigned 1:09:47.040 --> 1:09:49.200 to some account rep that he pays you know, nothing 1:09:49.560 --> 1:09:51.800 to And of course we paid well, but like I've like, 1:09:51.920 --> 1:09:53.920 I don't know, you know, he just pays way less 1:09:54.320 --> 1:09:57.360 that he onboarded in two days, and like that's the 1:09:57.439 --> 1:10:00.519 level of service you're gonna get, whereas with me, you 1:10:00.560 --> 1:10:02.800 get the highest person, you get the CEO, and you 1:10:02.880 --> 1:10:04.960 call me, I'll respond immediately. I'm the one working on 1:10:04.960 --> 1:10:07.439 your account. So don't compare the size of gym wants 1:10:07.479 --> 1:10:09.320 the size of my company. Compare the person you're actually 1:10:09.320 --> 1:10:11.080 gonna work with, and am I gonna be better than 1:10:11.120 --> 1:10:11.479 his Rep? 1:10:11.560 --> 1:10:14.360 Number seven? Yes, that's a compelling pitch. 1:10:14.760 --> 1:10:16.920 Now, if I'm flipping the table, I'm gonna say, listen, 1:10:16.960 --> 1:10:19.160 this guy is in his mom's basement. He hasn't proven 1:10:19.200 --> 1:10:21.400 any track record. We've been here for ten years. And 1:10:21.439 --> 1:10:22.840 the reason we've been here for ten years and we've 1:10:22.840 --> 1:10:24.360 gotten so big as because we're actually good at what 1:10:24.439 --> 1:10:25.920 we do, and if we work at it what we do, 1:10:25.960 --> 1:10:27.400 we wouldn't be this big and we wouldn't been doing 1:10:27.400 --> 1:10:29.080 it for this long. This guy has no process. He 1:10:29.160 --> 1:10:31.640 might be gone tomorrow. We both have advantages that we 1:10:31.680 --> 1:10:33.720 can cater so there's no position on the board that 1:10:33.720 --> 1:10:34.360 doesn't advantage. 1:10:34.439 --> 1:10:37.040 She got to play what you got again? All number one? Right? 1:10:37.520 --> 1:10:40.720 Yeah, And the idea of pointing it out, yeah, is 1:10:40.880 --> 1:10:43.720 just so masterful because that's what's blocking us. It takes 1:10:43.760 --> 1:10:46.360 away We're all trying to be everything to everyone, right, 1:10:46.560 --> 1:10:49.000 and we want to portray that we've thought about every 1:10:49.080 --> 1:10:51.439 part of the puzzle and we're the one stop shop. 1:10:51.760 --> 1:10:53.680 And I feel like whenever anyone says they're the one 1:10:53.720 --> 1:10:57.920 stop shop, there's nothing there right, because it's like, well, 1:10:57.920 --> 1:11:00.320 wait a minute, there's no way you could have figured 1:11:00.360 --> 1:11:03.519 out this and this and this and this and this 1:11:03.760 --> 1:11:05.400 just you, with just you, and you've been in the 1:11:05.400 --> 1:11:09.040 business for two years, right, Like it's it's just not possible. 1:11:09.080 --> 1:11:12.160 And so and that's so freeing, Like I'm hoping people 1:11:12.160 --> 1:11:13.800 hear that and just feel so much lighter and go 1:11:14.040 --> 1:11:17.519 tell the truth, state the facts and that's it, you know, 1:11:17.560 --> 1:11:17.960 And if. 1:11:17.840 --> 1:11:21.120 They say no, that's okay because honestly, if they say no, 1:11:21.240 --> 1:11:23.720 then they weren't going to be a fit. Yeah, And 1:11:23.720 --> 1:11:25.280 so I can promise you some of the best deals 1:11:25.280 --> 1:11:27.639 are the ones you never do because right now, any 1:11:27.640 --> 1:11:29.000 business are I can tell you this, like there are 1:11:29.000 --> 1:11:31.400 customers that you're like, I wish we did not ever 1:11:31.479 --> 1:11:33.960 talk to this person, right, and so like you're just 1:11:34.000 --> 1:11:35.360 avoiding some of these things that are going to be 1:11:35.400 --> 1:11:37.320 calamities later, so you might as well just get it 1:11:37.400 --> 1:11:39.000 up front. And the thing is that when you set 1:11:39.000 --> 1:11:42.080 those expectations, it just it creates such a clean relationship 1:11:42.080 --> 1:11:43.960 from there on. It's like, these are the expectations you 1:11:43.960 --> 1:11:46.040 can set. This is what I will do. Anything outside 1:11:46.080 --> 1:11:47.439 of that, I'm not going to pretend like I have 1:11:47.560 --> 1:11:49.120 done it. Now if we want to figure this out, 1:11:49.160 --> 1:11:50.680 I'll be figuring it out with you. And if you 1:11:50.800 --> 1:11:52.320 if you like the stuff, if hear I can apply 1:11:52.360 --> 1:11:54.000 some of those principles. But I haven't done it. I 1:11:54.040 --> 1:11:56.479 want to be upfront about that. And so where's the 1:11:56.520 --> 1:11:58.880 imposter syndrome? Where's the fear? It's like there shouldn't be 1:11:58.920 --> 1:12:00.600 any and it's all about this option piece, and I 1:12:00.600 --> 1:12:02.360 think that's where that's where people get in trouble. 1:12:02.680 --> 1:12:04.240 The other thing I've learned about that is that I 1:12:04.280 --> 1:12:08.559 feel like people who win watch winners, and people who 1:12:08.840 --> 1:12:11.920 fail watch losers. And so when I look online or 1:12:11.920 --> 1:12:14.320 even if I talk to people that I get a 1:12:14.320 --> 1:12:16.160 lot of this where people will be like, I can't 1:12:16.160 --> 1:12:18.320 believe this guy is like one hundred thousand followers. Have 1:12:18.360 --> 1:12:20.760 you seen his stuff? Like it just sucks, Like, oh, 1:12:20.800 --> 1:12:23.320 I can't believe that this guy like has a business 1:12:23.320 --> 1:12:25.679 making a million dollars, Like I mean, he hasn't even 1:12:25.680 --> 1:12:27.479 got you know. And so there's a lot of this 1:12:27.680 --> 1:12:30.959 where you find people who are not winning are constantly 1:12:30.960 --> 1:12:33.160 whereas like I'm sure if me and you were talking 1:12:33.160 --> 1:12:35.160 about something, so people be like, dude, did you see 1:12:35.200 --> 1:12:37.200 what this guy is amazing, like do you see what 1:12:37.320 --> 1:12:39.639 you know? Whatever? And and so I feel like there's 1:12:39.680 --> 1:12:42.000 that ideology that we get stuck in where we're like, 1:12:42.320 --> 1:12:45.400 I know I'm better than that guy or whoever, that girl, 1:12:45.439 --> 1:12:48.040 whatever it is. I know I'm better, but I'm not 1:12:48.120 --> 1:12:50.400 doing anything about it, and that hurts me even more. 1:12:50.800 --> 1:12:51.760 Can tell you a story about this? 1:12:51.920 --> 1:12:56.360 Yeah, so I know I think you've had Kylie Jenner 1:12:56.560 --> 1:13:01.920 on this. I kend that's different. Well, then I'll I'll 1:13:01.920 --> 1:13:02.639 tell you the story. 1:13:02.720 --> 1:13:04.040 So oh I know the Kylie story from you? 1:13:04.080 --> 1:13:05.320 Okay, yeah, very right? 1:13:05.320 --> 1:13:07.400 When she give a billionaire Yeah, yeah, I've bought the 1:13:07.439 --> 1:13:07.960 video at. 1:13:10.600 --> 1:13:12.200 So Kylie became a billionaire. 1:13:12.200 --> 1:13:15.519 I'm twenty seven ish at the time, and I'm making 1:13:15.600 --> 1:13:17.040 i would say, very good money. 1:13:17.120 --> 1:13:18.960 And I thought I was. 1:13:19.080 --> 1:13:22.160 I was, you know, the man, right, and then the 1:13:22.200 --> 1:13:25.519 care comes this girl who's seven eight years younger than me. 1:13:26.120 --> 1:13:28.280 And she's crushing you know, she crushed it and she 1:13:28.320 --> 1:13:28.639 was better. 1:13:28.680 --> 1:13:30.800 She was better than I was and I and you know, 1:13:30.880 --> 1:13:34.760 my first response was ego being like, hey, Christians, her mom. 1:13:34.800 --> 1:13:36.439 She's had her life set up since day one. She's 1:13:36.479 --> 1:13:38.200 been on reality TV for you know, I had all that, 1:13:38.240 --> 1:13:41.280 all that narrative, and then underneath it that I was. 1:13:41.240 --> 1:13:44.320 Like, chill, what can I learn from her? Right? 1:13:44.360 --> 1:13:46.519 And so I have the fundamental belief that if someone 1:13:46.680 --> 1:13:49.360 makes more money than you, they know something that you 1:13:49.360 --> 1:13:51.120 don't know, and in that you can learn of them. 1:13:51.439 --> 1:13:54.040 And I think that that allows every single person in 1:13:54.040 --> 1:13:55.479 the world's success to serve you. 1:13:55.720 --> 1:13:56.200 Yeah. 1:13:56.320 --> 1:13:58.479 Literally, you just flip the world into like, these are 1:13:58.520 --> 1:14:00.360 all the different lessons I can learn from all these people. 1:14:00.600 --> 1:14:04.000 And I think one am I it's the sort of gryffindor, 1:14:04.040 --> 1:14:06.080 But I love this quote that was on it. 1:14:06.120 --> 1:14:07.680 Okay, but it was. 1:14:07.600 --> 1:14:09.759 Made of you know, the goblin steel or dwarve of steel, 1:14:09.920 --> 1:14:11.240 and it was it only took you in that which 1:14:11.280 --> 1:14:14.880 made it stronger. And so you you know, hating on 1:14:14.920 --> 1:14:16.720 somebody in no way makes you stronger. And you're trying 1:14:16.760 --> 1:14:18.960 to point out all the deficiencies. It's like you're you 1:14:19.080 --> 1:14:22.080 are the thing that you are afraid of for yourself, 1:14:22.680 --> 1:14:24.840 Like you're you're gonna pointut all this person's efficiencies, and 1:14:24.840 --> 1:14:26.360 your big fear is about the fact that other people 1:14:26.360 --> 1:14:27.960 want to do that to you. So first start by 1:14:27.960 --> 1:14:29.800 stop doing it to other people and start trying to 1:14:29.800 --> 1:14:31.519 find what are the things that they're because the thing 1:14:31.560 --> 1:14:33.200 is it is a fact they are better than you 1:14:33.200 --> 1:14:34.679 at something. And I think like you have to accept 1:14:34.720 --> 1:14:36.360 that as much as you're like that guy's got one 1:14:36.400 --> 1:14:39.120 hundred thousand follers, well and he only had one viral video. 1:14:39.160 --> 1:14:40.479 It's like, well he's got one more than you do. 1:14:41.000 --> 1:14:43.160 What was it about that video? Now, let's start tackling that. 1:14:43.960 --> 1:14:45.719 And so like from Kylie, the thing that I learned 1:14:45.760 --> 1:14:47.320 was brand. I was like, she's got a big brand. 1:14:47.320 --> 1:14:48.840 And then that was like, okay, I need to start 1:14:48.960 --> 1:14:50.800 looking at that. And that's what That's what kicked off 1:14:50.840 --> 1:14:53.240 this entire journey for me, even making all this content stuff. 1:14:53.280 --> 1:14:56.360 Was that Forbes cover. That was like that was the 1:14:56.400 --> 1:14:58.600 thing for me. And so you know, Kylie, if you 1:14:58.640 --> 1:15:00.479 ever watched this, like you're a huge in flo my life. 1:15:01.000 --> 1:15:02.800 I love that. We'll get it, We'll get it, We'll 1:15:02.800 --> 1:15:03.479 get it. 1:15:03.520 --> 1:15:04.040 I love that. 1:15:04.320 --> 1:15:07.559 And what I like about that is that criticism doesn't 1:15:07.600 --> 1:15:12.040 cure envy. And also success doesn't kill envy. It's only 1:15:12.120 --> 1:15:15.720 study that kills envy. Like that appreciation, that admiration, that's 1:15:15.720 --> 1:15:18.799 the only thing. And envy is that thing that when 1:15:18.840 --> 1:15:20.880 I coach people, and I've been fortunate enough to coach 1:15:21.320 --> 1:15:24.280 musicians and access and whatever. And the two questions I 1:15:24.280 --> 1:15:25.960 always ask people is the first thing is who do 1:15:26.000 --> 1:15:29.280 you envy? And there is no person on the planet, 1:15:29.760 --> 1:15:31.640 even in the zero point zero zero one percent, who 1:15:31.640 --> 1:15:34.840 doesn't envy someone that I've met at least. And then 1:15:34.840 --> 1:15:36.479 the second one is who's your God or what is 1:15:36.520 --> 1:15:39.080 your god? Whether it's money, time, energy, whatever it is. 1:15:39.560 --> 1:15:42.080 And those two questions sum it up for people. And 1:15:42.120 --> 1:15:45.200 what I've found is that success just doesn't take away envy. 1:15:45.360 --> 1:15:48.760 So even if you had become a billionaire in the 1:15:48.840 --> 1:15:52.519 next twelve months, that still wouldn't have taken it away, 1:15:52.520 --> 1:15:56.680 because she did it twenty one and exactly. And so 1:15:56.760 --> 1:15:59.519 it's like that, that's what's so fascinating about it, is 1:15:59.520 --> 1:16:03.000 that we you become successful by what you get, but 1:16:03.040 --> 1:16:06.439 you become fulfilled by what you lose, and losing envy 1:16:06.920 --> 1:16:10.600 and losing comparison and losing criticism leads to happiness. So 1:16:10.600 --> 1:16:13.320 when people say money doesn't buy happiness, it's not that 1:16:13.360 --> 1:16:15.320 money's not portant. Money makes you successful and it's great 1:16:15.320 --> 1:16:18.400 you should get it. Happiness was never in the equation 1:16:18.600 --> 1:16:20.800 with money. That wasn't the point of it. Like, I 1:16:20.840 --> 1:16:23.240 love having awards and accolades, but they were never in 1:16:23.280 --> 1:16:26.200 the equation of happiness. They were in an equation of success, 1:16:26.320 --> 1:16:30.759 and the equation of happiness was envy, ego, illusion, lust, anger, 1:16:30.880 --> 1:16:33.080 all of this stuff. And so it's funny how the 1:16:33.120 --> 1:16:35.040 equations get like, you know, crossed over. 1:16:35.240 --> 1:16:38.360 Yeah, I just I loved everything that you No. 1:16:38.439 --> 1:16:40.920 I just it really resonates hearing about it from your 1:16:40.920 --> 1:16:43.240 story and also just like breaking it down for people 1:16:43.240 --> 1:16:45.599 and making it really simple and going like, let's stop 1:16:45.760 --> 1:16:48.920 demonizing people are selling well or making money and doing 1:16:48.920 --> 1:16:51.080 this thing, because it leads to a certain part of 1:16:51.120 --> 1:16:54.639 the puzzle. But then let's also remember that you wouldn't 1:16:54.640 --> 1:16:56.639 be who you are today if you hadn't got over 1:16:56.680 --> 1:16:58.439 that envy right at the beginning. 1:16:58.560 --> 1:17:00.719 So let me toss this in that I think be helpful. 1:17:01.160 --> 1:17:04.080 So one of the quotes that I don't like is 1:17:04.240 --> 1:17:07.000 comparison is the thief of joy. And I'll explain why, 1:17:07.360 --> 1:17:11.960 because so I think comparison is an incredibly valuable feedback tool. Now, 1:17:12.080 --> 1:17:13.960 what we want to be clear is the differentiation being 1:17:14.240 --> 1:17:18.960 criticism and insults, and so insults are attacking someone's character saying, 1:17:19.080 --> 1:17:20.760 and I'll give you an example, and a criticism is 1:17:20.760 --> 1:17:24.719 a difference between expected and reality or desired and actual. 1:17:25.120 --> 1:17:29.160 So I expect you to be on time and you 1:17:29.200 --> 1:17:32.240 are five minutes late. Okay, cool. So I say, hey, 1:17:32.479 --> 1:17:34.280 you were five minutes late. This is the expectation, this 1:17:34.320 --> 1:17:38.800 is what happened. That is criticism, right, insult and you're lazy. 1:17:38.840 --> 1:17:41.720 And so if we can pull those things apart, we 1:17:41.760 --> 1:17:44.760 can take the good of because I think our brains 1:17:44.760 --> 1:17:47.400 are comparison brains, Like it's how we orient ourselves in 1:17:47.400 --> 1:17:47.639 the world. 1:17:47.680 --> 1:17:49.880 Where am I and very tough. 1:17:49.920 --> 1:17:52.320 Maybe years and years of monks study can maybe get 1:17:52.320 --> 1:17:53.320 you out of it, but I think for the vast 1:17:53.360 --> 1:17:55.320 majority of people, comparison is going to be fixed in 1:17:55.360 --> 1:17:55.719 their brain. 1:17:56.000 --> 1:17:57.439 And so it's like we want to use that. 1:17:57.600 --> 1:18:00.320 We want to use that skill of learning to point 1:18:00.360 --> 1:18:03.479 out the discrepancy between where they are and where I am, 1:18:03.520 --> 1:18:05.800 so that I can create steps so that I can 1:18:05.840 --> 1:18:09.160 get better. I want to completely eliminate in a race 1:18:09.479 --> 1:18:13.120 insults and also on the flip side, if someone insults me. 1:18:14.240 --> 1:18:16.920 This is a side note, but like if the big 1:18:16.960 --> 1:18:19.040 fear that many people have on promoting or selling is 1:18:19.040 --> 1:18:21.240 that someone's gonna say something bad about them and so 1:18:21.320 --> 1:18:24.360 that they're gonna get insulted. And the biggest reframe that's 1:18:24.360 --> 1:18:27.640 been helpful for me is simply translating all hate or 1:18:27.680 --> 1:18:29.680 insults into he lives his life in. 1:18:29.600 --> 1:18:30.679 A way that I would not prefer. 1:18:31.640 --> 1:18:33.679 And it just comes down to that I can't believe 1:18:33.760 --> 1:18:35.320 he's married to this person he makes his kind of 1:18:35.320 --> 1:18:37.280 why does he think? He like he lives his life 1:18:37.320 --> 1:18:38.680 in a way that I would not prefer, And that 1:18:38.800 --> 1:18:41.479 is just it has really boiled a lot of the 1:18:41.720 --> 1:18:43.479 hatred down to like, oh, well, I mean you live 1:18:43.520 --> 1:18:44.679 your life in the way that I would not prefer. 1:18:44.680 --> 1:18:45.840 And that's fine. That's why you've your life and I 1:18:45.840 --> 1:18:47.960 have my life, and hey, more power to you, man. 1:18:48.520 --> 1:18:50.559 And that is just like really quelled a lot of 1:18:50.560 --> 1:18:54.320 the concern because I'm sure, like you, I get an 1:18:54.439 --> 1:18:57.840 unending you know, the deluge of hate commish just because 1:18:57.880 --> 1:19:00.120 if you put yourself out there, like if again, if 1:19:00.160 --> 1:19:01.920 you do nothing, you will get criticized for doing nothing, 1:19:01.960 --> 1:19:03.920 and if you do something, you'll get criticized. So criticisms 1:19:03.960 --> 1:19:05.120 fact is a fixed cost. 1:19:05.360 --> 1:19:07.360 Yeah, and then yeah, and that's why I like, I 1:19:07.640 --> 1:19:09.320 agree with you on the comparison point. And that's why 1:19:09.320 --> 1:19:13.439 I look at comparison has two kind of brothers, study 1:19:13.560 --> 1:19:16.400 and envy. And so that's that's the choice you have, 1:19:16.479 --> 1:19:19.000 like we have to compare. Comparison is a fixed like 1:19:19.160 --> 1:19:20.960 you're going to compare because the brain is wired that 1:19:21.000 --> 1:19:24.280 way and it's either I compare myself with envy or study, 1:19:24.400 --> 1:19:26.519 and those are my two choices I'm going to compare. 1:19:26.640 --> 1:19:29.400 And so this idea of never comparing yourself to anyone 1:19:29.760 --> 1:19:31.759 is actually a lie, a myth in and of itself, 1:19:32.160 --> 1:19:34.920 because if you never compared yourself to anyone, you would 1:19:35.000 --> 1:19:38.040 have goals, you would aspire for anything. You wouldn't become better. 1:19:38.240 --> 1:19:40.680 There's no feedback because you can't say, well, this is 1:19:40.680 --> 1:19:42.439 where I was and this is what happened, Like that 1:19:42.560 --> 1:19:44.920 is a comparison. And so I would I say that 1:19:44.920 --> 1:19:47.120 because one of the things we have is feedback is fuel, right, 1:19:47.160 --> 1:19:48.400 and so it's like I want as much fuel as 1:19:48.400 --> 1:19:48.639 I can. 1:19:48.920 --> 1:19:52.360 Yeah, yeah, exactly, And that's that's such a you know, 1:19:52.439 --> 1:19:54.320 you've said the word feedback has come up so many 1:19:54.400 --> 1:19:56.640 times today where you've mentioned it so many times, and 1:19:56.720 --> 1:20:00.160 to see feedback as fuel is the only way to 1:20:00.160 --> 1:20:04.760 have an iterative, constantly evolving process, and I find that. 1:20:05.120 --> 1:20:07.040 You know, there's the famous quote from Albert Einstein where 1:20:07.040 --> 1:20:09.559 he said insanity is doing the same thing over and 1:20:09.600 --> 1:20:13.559 over again expecting a different result. And feedback is the 1:20:13.560 --> 1:20:15.719 way you don't do the same thing over and over again. 1:20:15.760 --> 1:20:19.640 You can change it every time. But so many of 1:20:19.720 --> 1:20:23.519 us keep doing something even when it doesn't work, hoping 1:20:23.600 --> 1:20:30.160 for that different outcome. Why we don't change the email copy, 1:20:30.200 --> 1:20:32.559 we don't post it a different cadence, we don't up 1:20:32.600 --> 1:20:35.840 the volume. It's just like we're just you know, I've 1:20:35.840 --> 1:20:37.439 got so many friends who upload a video, delete a 1:20:37.479 --> 1:20:39.720 video uploaded. You know, it's like, we don't change that, 1:20:39.760 --> 1:20:41.320 and then we're still going, wait a minute, what's going 1:20:41.320 --> 1:20:41.719 on here? 1:20:42.800 --> 1:20:47.160 So my worldview on why anyone does anything is that 1:20:47.200 --> 1:20:50.680 they've been rewarded for doing that in the past. And so, 1:20:51.280 --> 1:20:53.759 you know, one of the really difficult things with language 1:20:53.760 --> 1:20:56.760 in general is that there's descriptive and explanatory language. And 1:20:56.800 --> 1:20:58.720 so for example, I'll give the simplist example. You know 1:20:58.880 --> 1:21:03.120 Timmy stall a bike because he is dishonest. Okay, Well, 1:21:03.120 --> 1:21:05.800 if we define dishonest, we would say, well, dishonest people 1:21:05.840 --> 1:21:08.679 steal things, But that's a circular definition doesn't actually help 1:21:09.280 --> 1:21:11.519 the explanation of why did he actually steal? 1:21:11.560 --> 1:21:12.720 It is because he's been rewarded for. 1:21:12.720 --> 1:21:14.479 Stealing in the past, and so he repeated that that 1:21:14.560 --> 1:21:17.200 action because it got him something good. And same thing 1:21:17.240 --> 1:21:18.880 goes for lying, same thing goes for cheating. All of 1:21:18.920 --> 1:21:20.360 these things like why does someone do it? It's like 1:21:20.400 --> 1:21:22.400 because they've been rewarded for doing so in the past. 1:21:22.400 --> 1:21:26.360 They've been reinforced, and so why do people Yeah, why 1:21:26.400 --> 1:21:30.680 do people do anything? That is and and you know, 1:21:30.720 --> 1:21:32.559 my world views somewhat different than I think of many 1:21:32.560 --> 1:21:34.880 people's because I come from everything from a behavior's perspective, 1:21:35.080 --> 1:21:36.840 but it has made me significently better at business because 1:21:36.840 --> 1:21:39.920 I get better at predicting behavior. And so I'll give 1:21:39.920 --> 1:21:42.759 you a simple example. So, you know, there was an executive, 1:21:42.880 --> 1:21:44.639 you know, one of the companies, and I was talking 1:21:44.680 --> 1:21:46.120 to one of the other owners and they were like, hey, 1:21:46.200 --> 1:21:49.280 you know, this guy said that he would leave if 1:21:49.280 --> 1:21:53.120 we changed his title or whatever. And I said, okay, well, 1:21:53.320 --> 1:21:55.879 how many times have you changed his title historically? 1:21:55.960 --> 1:21:57.360 And he said plenty of times? And I said, okay, 1:21:57.400 --> 1:21:58.040 has he ever left? 1:21:58.120 --> 1:22:00.320 And the answer was no, and I said so based 1:22:00.360 --> 1:22:02.080 on his history of behavior, I would say that he 1:22:02.160 --> 1:22:04.040 says these things to decrease likely that you do it 1:22:04.040 --> 1:22:06.000 because that's his preference, but so likely that he quits 1:22:06.040 --> 1:22:07.800 as a result is low. And so it's like those 1:22:07.880 --> 1:22:10.400 kind of deconstructions. Some people just take things at face value. 1:22:10.439 --> 1:22:12.000 It's like, well if we look, if we actually try 1:22:12.040 --> 1:22:14.080 and find the explanation rather than the description of the event, 1:22:14.439 --> 1:22:16.559 we can get way better predicting behavior, including our own. 1:22:16.640 --> 1:22:18.800 And I think that's where like people like I want 1:22:18.840 --> 1:22:23.160 to get back to the trauma of whatever. It's like, maybe, like, 1:22:23.560 --> 1:22:24.920 can I go to this because I think this this 1:22:25.120 --> 1:22:25.799 might be helpful. 1:22:26.160 --> 1:22:28.040 So I love the direction you go. 1:22:28.160 --> 1:22:33.759 Okay, So many people will use trauma or some event 1:22:33.880 --> 1:22:36.719 and they will create a narrative around why why haven't 1:22:36.760 --> 1:22:39.280 I started? It's because my dad didn't hug me en 1:22:39.280 --> 1:22:40.960 off as a kid, and I don't have this confidence. 1:22:40.960 --> 1:22:43.519 So they just create this big story and then they're like, 1:22:43.560 --> 1:22:45.200 I need to go see a therapist so that I can, 1:22:45.280 --> 1:22:47.479 you know, untangle all of this. But if I were 1:22:47.479 --> 1:22:49.960 to say, hey, I'm going to teach you how to 1:22:50.040 --> 1:22:53.280 how to serve in pickleball, right, we wouldn't have the 1:22:53.320 --> 1:22:56.360 first session be hey, do a serve, and then you 1:22:56.400 --> 1:22:58.760 would serve not ideally if I'm a pickleball coach, right, 1:22:58.960 --> 1:23:01.280 and then I'd say okay, So for the next few weeks, 1:23:01.320 --> 1:23:02.600 what we're gonna do is we're gonna try and go 1:23:02.640 --> 1:23:04.280 back in the past. We're gonna try and figure out 1:23:04.320 --> 1:23:08.400 why your serve is so bad. And no, we're just 1:23:08.439 --> 1:23:10.479 gonna say change your risk like this, this is how 1:23:10.520 --> 1:23:12.919 you do it. And so it's so much more productive 1:23:12.920 --> 1:23:14.439 to just focus on what do we need to do 1:23:14.479 --> 1:23:17.519 instead rather than trying to figure out why you did it, 1:23:17.560 --> 1:23:18.440 because the reality. 1:23:18.200 --> 1:23:19.080 Is you're never gonna know. 1:23:19.360 --> 1:23:21.479 It's a convenient narrative and it might make sense, but 1:23:21.479 --> 1:23:22.760 at the same time, it could just be that you're 1:23:22.760 --> 1:23:24.599 rewarded for doing something like this in the past period. 1:23:24.720 --> 1:23:26.839 Now there might have been conditions that created that reward, 1:23:27.040 --> 1:23:28.400 and you can lament the person, but at the end 1:23:28.400 --> 1:23:29.599 of the day, the only thing you can do about 1:23:29.640 --> 1:23:33.599 is change behavior. And so trauma, which is tossed around 1:23:33.600 --> 1:23:38.160 a lot, I define as a permanent change in behavior 1:23:38.160 --> 1:23:40.000 from an aversive stimulants some I'm a bad thing, so 1:23:40.000 --> 1:23:42.040 you permanently change how you act because of something bad 1:23:42.080 --> 1:23:45.080 that happened. Now the question is is trauma bad? Well, 1:23:45.640 --> 1:23:47.759 did the change in behavior result in increase or decrease 1:23:47.760 --> 1:23:49.840 and likely to achieving whatever goal we have. And so 1:23:49.960 --> 1:23:52.360 if a kid touches hot stove and they say ouch, 1:23:52.400 --> 1:23:54.559 and then they never touch hot stoves again, then that 1:23:54.640 --> 1:23:57.599 was a traumatic event by that definition, and it's probably 1:23:57.600 --> 1:24:00.560 good trauma because they never touch hot stoves again, increase. 1:24:00.280 --> 1:24:01.679 The likely they die in a fire. Great. 1:24:02.120 --> 1:24:04.360 And so sometimes it's like, well, then maybe we can 1:24:04.400 --> 1:24:05.960 be grateful for some of the quote traumas that we've 1:24:05.960 --> 1:24:08.400 had because it permanently changed my behavior in a good way. Now, 1:24:08.439 --> 1:24:11.280 if we have quote trauma that that primally changed my 1:24:11.320 --> 1:24:13.080 behavior in a negative way. So I had, you know, 1:24:13.120 --> 1:24:14.400 bombs and saw someone die in front of me, and 1:24:14.400 --> 1:24:16.080 the next time I hear loud noise, I you know, 1:24:16.160 --> 1:24:18.400 I freak out and I can't perform my job, then 1:24:18.400 --> 1:24:20.320 that would be something that decreases likely it. But then 1:24:20.360 --> 1:24:23.000 at that point, rather than trying to figure out the 1:24:23.120 --> 1:24:25.360 triggering event in the past, we just think, Okay, how 1:24:25.360 --> 1:24:28.400 can recondition this person under similar conditions so that they 1:24:28.400 --> 1:24:31.479 can act this way instead? And so trauma, what ends 1:24:31.520 --> 1:24:34.000 up happening is it becomes an accelerated learning event. And 1:24:34.040 --> 1:24:36.760 so something bad happens, your brain's like pay attention because 1:24:36.760 --> 1:24:39.040 it's like I'm going to learn and I'm going to 1:24:39.080 --> 1:24:41.479 permanently change our behavior to make sure this doesn't happen again. 1:24:41.720 --> 1:24:42.559 And so it's not this. 1:24:42.800 --> 1:24:44.680 And I hear this because a lot of people will 1:24:44.680 --> 1:24:47.960 answer promorphize, you know, make human, or you know, try 1:24:48.000 --> 1:24:54.280 and biologize. That's a word, go for it. Something that occurs, 1:24:54.280 --> 1:24:56.400 it's like it's stored in your body. And I was like, 1:24:56.479 --> 1:24:58.960 we're not computers, right, It's just that you have a 1:24:59.000 --> 1:25:00.920 behavior set. All we have to do is change these 1:25:00.960 --> 1:25:04.240 behaviors and then it eliminates. And so the reason so 1:25:04.360 --> 1:25:07.160 this all started with feedback, and so the reason feedback 1:25:07.200 --> 1:25:09.240 is fuel. And what makes feedback good versus bad, or 1:25:09.320 --> 1:25:12.160 rather useful versus non useful is the latency of the feedback. 1:25:12.200 --> 1:25:14.639 How quickly do you get it and how specific is it. 1:25:15.000 --> 1:25:17.360 And so if you say, hey, that sucked in the moment, 1:25:18.240 --> 1:25:20.479 not helpful, I will be less What it will do 1:25:20.560 --> 1:25:21.680 is make me less likely to do the thing in 1:25:21.680 --> 1:25:23.840 front of you. Right, if you said that, on the 1:25:23.840 --> 1:25:27.760 flip side, if you were to say immediately, hey, real quick, 1:25:27.840 --> 1:25:29.719 when you do your intro, raise your tone a little 1:25:29.720 --> 1:25:31.200 bit at the end, because I think it'll actually create 1:25:31.240 --> 1:25:31.799 more curiosity. 1:25:31.840 --> 1:25:34.519 People want to stay longer. Okay, do the intro again. There. 1:25:34.560 --> 1:25:36.200 I have a very specific piece of feedback, and I 1:25:36.200 --> 1:25:38.040 did it immediately, so that the likely that you change 1:25:38.040 --> 1:25:40.200 behavior is really high and maybe that it sticks. And 1:25:40.280 --> 1:25:42.519 so the reason feedback is full and ideally, if you're 1:25:42.520 --> 1:25:44.240 trying to change someone else's behavior or even your own, 1:25:44.280 --> 1:25:46.559 it's like, I want to seek out very fast feedback 1:25:46.600 --> 1:25:47.680 that's as specific. 1:25:47.360 --> 1:25:48.880 As possible to the behaviors. 1:25:49.200 --> 1:25:51.519 And so I tell the story a lot because it's 1:25:51.560 --> 1:25:53.080 a story that we tell inside of our companies. 1:25:53.160 --> 1:25:53.960 It's almost become lower. 1:25:54.240 --> 1:25:58.080 But we had a director, super proficient, very competent in 1:25:58.120 --> 1:26:00.400 his role, really high performer. The problem was that everyone 1:26:00.400 --> 1:26:02.600 said he's such a dick. And the thing is is 1:26:02.600 --> 1:26:05.160 that I really like I liked his performance, and I 1:26:05.200 --> 1:26:07.360 want to decrease the likely that I get complained to 1:26:07.439 --> 1:26:10.439 about him. And so he had four different people in 1:26:10.479 --> 1:26:12.240 the company have like one on ones with him, being like, hey, 1:26:12.240 --> 1:26:13.519 I need to stop being a dick. And the thing is, 1:26:13.520 --> 1:26:16.360 this behavior didn't change. And so I was supposed to 1:26:16.360 --> 1:26:17.920 be like final boss in this situation and be like, 1:26:17.960 --> 1:26:20.280 all right, let's let's let's have the sit down. And 1:26:20.320 --> 1:26:22.880 so I said, hey, I don't care if you are 1:26:22.960 --> 1:26:24.719 a dick on the inside. I would like to decrease 1:26:24.760 --> 1:26:26.920 the likely that other people describe you as one. And 1:26:27.000 --> 1:26:28.799 so I want to be clear, I have no judgment. 1:26:29.080 --> 1:26:31.040 I just want to change this likely of this outcome. 1:26:31.080 --> 1:26:33.280 And so that kind of took the personal tax out 1:26:33.280 --> 1:26:35.640 of the conversation. And then it was like, okay, so 1:26:35.920 --> 1:26:38.280 what are the behaviors you do skill wise as minutely 1:26:38.320 --> 1:26:40.240 as possible that get people to say this about you? 1:26:40.479 --> 1:26:42.639 So it turned out it was you interrupt people on calls, 1:26:43.000 --> 1:26:45.000 you tell people how to do their jobs, and it 1:26:45.000 --> 1:26:47.080 was two other things, whatever it was. And so I said, so, 1:26:47.240 --> 1:26:50.000 next time you have the you know, desire to tell 1:26:50.040 --> 1:26:52.719 someone what to do about their job, you have two options. 1:26:52.800 --> 1:26:56.320 Either say nothing or say, hey, I heard this thing 1:26:56.439 --> 1:26:57.960 that might help. Do you mind if I share it? 1:26:58.280 --> 1:27:00.000 If you just say that first, and if they say no, 1:27:00.360 --> 1:27:03.240 then just be like okay, no worries. Or they say yes, 1:27:03.320 --> 1:27:05.160 then now you've permissioned to share it. And when you 1:27:05.160 --> 1:27:08.360 share it, shared in terms of behaviors, criticism, not insult. 1:27:08.600 --> 1:27:10.240 And so I just had to change a couple. 1:27:10.040 --> 1:27:11.760 Of those things, and then within a week people are like, 1:27:11.760 --> 1:27:14.240 oh my god, he's aid night and day, he's a 1:27:14.240 --> 1:27:14.760 different person. 1:27:14.800 --> 1:27:15.879 They create all these narratives. 1:27:15.960 --> 1:27:17.559 Maybe it was because his mom did hug him, she 1:27:17.560 --> 1:27:19.799 called him, or because we told him what to do instead. 1:27:20.120 --> 1:27:22.920 And so I bring this up because I think many 1:27:22.960 --> 1:27:26.639 people do not take action around pursuing their dreams because 1:27:26.680 --> 1:27:29.080 of narratives that they create about their past. But the 1:27:29.120 --> 1:27:31.880 reality is that none of that matters, because all we 1:27:31.960 --> 1:27:33.320 have to do is just say what do we need 1:27:33.360 --> 1:27:36.880 to do instead under these conditions? And if we take 1:27:36.920 --> 1:27:40.439 that premise, then you need to learn, and learning means 1:27:41.200 --> 1:27:44.040 same condition, new behavior. And so if every day is 1:27:44.080 --> 1:27:46.519 the same for you to your point of insanity, then 1:27:46.600 --> 1:27:48.400 you have the same conditions. And if your behavior has 1:27:48.439 --> 1:27:51.080 not changed, then maybe you are insane or at least 1:27:51.080 --> 1:27:53.559 for at least for expecting a different outcome. And so 1:27:53.720 --> 1:27:56.200 that I think makes it significantly more palatable of like, 1:27:56.320 --> 1:27:58.120 just change this one thing and then run it again. 1:27:58.400 --> 1:28:01.080 Yeah, how does someone who's taking that feedback trying to 1:28:01.080 --> 1:28:05.080 get better and the results just not changing, they're not 1:28:05.120 --> 1:28:08.439 getting closer to the outcome. Yeah, two questions. The first 1:28:08.520 --> 1:28:11.479 is how do you know when it's time to give up? 1:28:12.760 --> 1:28:16.839 And how do you keep going when things are not working? 1:28:17.240 --> 1:28:19.719 So this is so there's a like there's a handful 1:28:19.760 --> 1:28:22.400 of what I call like eternal questions that can I 1:28:22.400 --> 1:28:25.000 don't think they are more decoatives that be managed than 1:28:25.040 --> 1:28:28.120 problems to solve. And so how much should I consume 1:28:28.160 --> 1:28:32.439 today versus invest into tomorrow? How much risk am I 1:28:32.439 --> 1:28:34.800 willing to take? Which is the classic should I push 1:28:34.880 --> 1:28:35.559 or should I pivot? 1:28:35.560 --> 1:28:36.240 For an entrepreneur? 1:28:36.640 --> 1:28:38.320 And the answer that no one's going to like is 1:28:38.360 --> 1:28:40.280 that it's actually up to you. So there's kind of 1:28:40.320 --> 1:28:43.280 like good failure and bad failure. So good failure is 1:28:43.320 --> 1:28:47.000 like I tried something and I saw that it didn't work, 1:28:47.080 --> 1:28:48.920 and I realized what I need to do instead, and 1:28:48.960 --> 1:28:50.200 I'm going to iterate continuously. 1:28:50.720 --> 1:28:52.400 Bad failure is where I have. 1:28:52.479 --> 1:28:56.880 An assumption that the world of the conditions were going 1:28:56.960 --> 1:28:59.600 to be this way and my assumption was false. And 1:28:59.680 --> 1:29:02.479 so if I believed that people really wanted to have 1:29:02.960 --> 1:29:05.960 dog zoom calls or whatever right zoom zoom made for dogs, 1:29:06.040 --> 1:29:08.439 Let's just take a ridiculous example. Well, then I would 1:29:08.479 --> 1:29:10.200 have to take a couple of need to believes. If like, 1:29:10.240 --> 1:29:12.160 in order for this to be successful, these four things 1:29:12.200 --> 1:29:14.840 would have to be true. If I find out after 1:29:14.920 --> 1:29:17.280 starting submiterations that one of my three or four assumptions 1:29:17.280 --> 1:29:19.960 that underpin this being successful long term is not true, 1:29:20.439 --> 1:29:22.960 then I should not keep trying to pursue this. And 1:29:22.960 --> 1:29:24.439 that is where I would say, we need to pivot. 1:29:25.200 --> 1:29:27.720 In a situation where none of the conditions that I are, 1:29:27.800 --> 1:29:29.880 none of the need to believes have changed, All of 1:29:29.920 --> 1:29:32.040 those conditions are still the same, and it's a it's 1:29:32.080 --> 1:29:34.160 a it's a deficiency and skill, then. 1:29:34.000 --> 1:29:35.240 That is where I would push. 1:29:35.560 --> 1:29:37.240 Now, how long will it take is going to be 1:29:37.320 --> 1:29:40.360 completely predicated on how quickly you can learn and the 1:29:40.439 --> 1:29:42.160 quality of that feedback. And so to your point, I 1:29:42.200 --> 1:29:43.360 think you said coach community. 1:29:43.400 --> 1:29:45.120 And what was the other one commitment? Commitment? 1:29:46.360 --> 1:29:49.880 Yes, and so the commitment part if you want to 1:29:49.880 --> 1:29:52.120 increase your commitment anything, So I define commitment by the 1:29:52.120 --> 1:29:54.840 elimination of alternatives, right, So marriage is the ultimate commitment. 1:29:54.840 --> 1:29:57.080 You eliminate all alternatives, right, And so it's like, we 1:29:57.120 --> 1:29:58.960 want to get married to this opportunity. We get married 1:29:58.960 --> 1:30:00.880 to this business. We have to liminate alternatives, which means 1:30:00.880 --> 1:30:02.479 when your friend says, hey, I'm a ten grand dow 1:30:02.560 --> 1:30:04.639 this thing, you say, that's amazing. I don't know anything 1:30:04.640 --> 1:30:06.560 about that. And I know I know two months of 1:30:06.560 --> 1:30:08.439 suffering from this one, and I'm going to start at 1:30:08.479 --> 1:30:09.960 zero there, so I'd rather be two months in on 1:30:10.000 --> 1:30:15.400 this one. But with that push or pivot, we have 1:30:15.479 --> 1:30:17.040 to just take things to the natural extreme, which is 1:30:17.080 --> 1:30:18.360 how I like to do it, which is okay, Well, 1:30:18.360 --> 1:30:19.479 if I do this for ten years and I keep 1:30:19.479 --> 1:30:20.519 getting better, do I think it's. 1:30:20.400 --> 1:30:21.080 Likely that I'll succeed? 1:30:21.120 --> 1:30:22.760 And the answer is usually yes, And so it's like, well, 1:30:22.800 --> 1:30:24.799 then I just need to keep paying down those iterations. 1:30:24.840 --> 1:30:26.840 And I think Navall said it's not ten thousand hours, 1:30:26.840 --> 1:30:27.919 it's ten thousand iterations. 1:30:27.960 --> 1:30:28.800 And I tend to believe that. 1:30:29.920 --> 1:30:34.240 Your new books quote one hundred million dollar money models. Yeah, 1:30:34.280 --> 1:30:37.120 it's like, you know, I think there'll be people listening 1:30:37.160 --> 1:30:39.439 who like, I just want to make one hundred k. Yeah, 1:30:39.600 --> 1:30:41.360 there'll be people saying I want to make one hundred 1:30:41.400 --> 1:30:43.760 k a month, and then there'll be people saying, we 1:30:43.840 --> 1:30:47.320 want to make one hundred million dollar business. What's the 1:30:47.400 --> 1:30:50.640 difference at each of those levels, and what do you 1:30:50.640 --> 1:30:52.400 share in here that you haven't shared in the hundred 1:30:52.400 --> 1:30:53.479 million dollar series before. 1:30:54.439 --> 1:30:56.680 So I'll take those questions one at a time. 1:30:56.760 --> 1:30:58.840 Yeah, so I'll start with the second question, which is 1:30:58.840 --> 1:31:02.120 what's different about this book? So offers answered the question 1:31:02.200 --> 1:31:04.040 what do I sell? And so as an offer so 1:31:04.080 --> 1:31:06.000 good people feel stood saying no. So basically broke down 1:31:06.000 --> 1:31:07.759 the components of an offer. So we give a little 1:31:07.800 --> 1:31:09.920 example of one five hours for free. That's a very 1:31:09.920 --> 1:31:12.120 simple offer, right, But there are offers that you can 1:31:12.160 --> 1:31:14.400 include guarantees, you include scarcity, you can include urgency, you 1:31:14.439 --> 1:31:17.120 can include bonuses, and then the actual core value of itself. 1:31:17.160 --> 1:31:19.200 There's a way to increase the value of anything. 1:31:19.280 --> 1:31:21.240 So we use something called the value equation, which is 1:31:21.240 --> 1:31:23.719 probably the most known framework I have, which is therefore 1:31:23.960 --> 1:31:26.200 people say like, create value, But when you say, how 1:31:26.240 --> 1:31:27.840 do I operationalize that? If I say to a five 1:31:27.920 --> 1:31:29.240 year old, create value, They're like, I don't know what 1:31:29.240 --> 1:31:31.120 that means, And so how do we break that down 1:31:31.160 --> 1:31:33.680 in behaviors? So one is that some dream outcomes are 1:31:33.760 --> 1:31:35.759 going to be more valuable to somebody than something else. 1:31:35.840 --> 1:31:37.160 So if I go to a guide and say hey, 1:31:37.200 --> 1:31:38.760 I can make you rich or some or I say hey, 1:31:38.800 --> 1:31:41.000 I can make you good looking. Most men in general 1:31:41.120 --> 1:31:43.040 we'll say i'd rather be rich if you go to 1:31:43.040 --> 1:31:45.559 women and flips the other way. But for them that 1:31:45.640 --> 1:31:47.680 means that the outcome itself is going to be some 1:31:47.720 --> 1:31:49.840 outcomes are worth more than others. That's one element of value. 1:31:49.960 --> 1:31:52.160 The second element of value is perceive likely of achievement. 1:31:52.400 --> 1:31:54.160 How risky is it, how likely is it to occur? 1:31:54.439 --> 1:31:55.840 So if I said, hey, I can make you rich 1:31:55.880 --> 1:31:58.080 and it's guaranteed, it's going to be significantly more valuable, 1:31:58.120 --> 1:31:59.960 then if it's you have to take age amount of rest. 1:32:00.520 --> 1:32:03.479 The third variable is going to be speed. So from 1:32:03.520 --> 1:32:04.760 the time you make the decision to the time you 1:32:04.800 --> 1:32:06.400 get what you want, Hey, I can guarantee that you're 1:32:06.439 --> 1:32:08.120 going to get rich, but it's going to take twenty years. 1:32:08.200 --> 1:32:10.000 Plenty of people make that, but a lot of people 1:32:10.000 --> 1:32:11.479 are like, wellw but now that's twenty years. I want 1:32:11.479 --> 1:32:13.240 to get rich tomorrow, right. So time is going to 1:32:13.240 --> 1:32:15.559 be component of it. And then the fourth component is 1:32:15.560 --> 1:32:17.320 is effort and sacrifice, which is two sides of the 1:32:17.320 --> 1:32:19.400 same coin. Effort is all the things that you must 1:32:19.400 --> 1:32:21.519 do that you don't want to do as a result 1:32:21.560 --> 1:32:23.560 of this decision. And on the flip side, sacrifice is 1:32:23.560 --> 1:32:24.560 all the things you have to give up that you 1:32:24.560 --> 1:32:26.160 would prefer to do but you can no longer do 1:32:26.160 --> 1:32:27.680 as a result of the decision. And so if we 1:32:27.720 --> 1:32:30.280 want to make the most valuable offer, then we want 1:32:30.320 --> 1:32:32.960 to create something that is a huge treem outcome that 1:32:33.120 --> 1:32:36.519 happens guaranteed, that is immediate, and that they don't have 1:32:36.600 --> 1:32:39.479 to do anything for now. No offer is that good, 1:32:39.960 --> 1:32:42.200 But those are the hypothetical extremes the ideals that we 1:32:42.200 --> 1:32:43.680 strive towards. And I think that's a beautiful thing for 1:32:43.800 --> 1:32:45.280 entrepreneurs is that all we try to do is just 1:32:45.320 --> 1:32:47.400 get closer and closer to all four of those pillars. 1:32:47.880 --> 1:32:49.400 So that is the core of the offer's book. The 1:32:49.479 --> 1:32:51.759 leads book is the core four. So we went over earlier, 1:32:51.800 --> 1:32:53.439 So how do you promote anything? And so that book 1:32:53.640 --> 1:32:55.960 takes all eight of the component's core four you do, 1:32:56.040 --> 1:32:58.000 and then the core for the other people do on 1:32:58.040 --> 1:33:00.400 your behalf and breaks down in nittigrity totals by step 1:33:00.400 --> 1:33:04.040 how to do them. This book answers the question how 1:33:04.040 --> 1:33:06.240 do I make money right? And so it's like, Okay, 1:33:06.240 --> 1:33:07.519 well I know what to sell and I know how 1:33:07.560 --> 1:33:09.959 to advertise it, but how do I turn that process 1:33:10.040 --> 1:33:11.200 into making money? 1:33:11.479 --> 1:33:13.160 And so most people like. 1:33:13.280 --> 1:33:14.760 The thing that separates when I look back on all 1:33:14.760 --> 1:33:17.439 the companies that I've owned advice sold, the thing that 1:33:17.479 --> 1:33:19.680 separated the businesses that were moderately successful from the ones 1:33:19.720 --> 1:33:21.400 that were exceptionally successful is that they had a better 1:33:21.400 --> 1:33:23.639 money model. And a money model is the core economic 1:33:23.720 --> 1:33:26.599 unit of the business. So it's a deliberate sequence of 1:33:26.600 --> 1:33:30.960 offers that is ideally tailored to do one financial outcome, 1:33:31.120 --> 1:33:34.519 which is you collect enough cash from one customer in 1:33:34.560 --> 1:33:38.800 the first thirty days to get and service two more customers. 1:33:39.560 --> 1:33:42.080 And so when you have that amount of cash up front, 1:33:42.200 --> 1:33:44.920 then it unlocks cash flow for the business to grow 1:33:45.400 --> 1:33:46.840 as much as it wants or a least until the 1:33:46.840 --> 1:33:49.120 next you can train of the business. And so when 1:33:49.120 --> 1:33:50.599 I looked at all the money models that I created 1:33:50.640 --> 1:33:54.240 is there's basically four different objectives to make that happen. 1:33:54.520 --> 1:33:56.559 So one is how do I get more people interested? 1:33:56.760 --> 1:33:58.080 So that's going to be the nature of the offer. 1:33:58.120 --> 1:34:00.839 You know, bui X, gety free giveaway, things like that 1:34:01.320 --> 1:34:02.840 like Okay, I can structure this thing in a way 1:34:02.840 --> 1:34:04.880 that makes way more petrol interested than just saying hey, 1:34:04.880 --> 1:34:07.280 by my thing. The second element is, okay, how do 1:34:07.320 --> 1:34:09.040 I get those people to spend more money than they 1:34:09.040 --> 1:34:11.840 otherwise would, So there's different money models around that. The 1:34:11.920 --> 1:34:13.439 third is going to be how do I make them 1:34:13.479 --> 1:34:15.320 spend their money faster? How do I pull that cash 1:34:15.320 --> 1:34:17.479 flow forward? And then the fourth element of good money 1:34:17.520 --> 1:34:19.320 is a money model is how do I get them 1:34:19.320 --> 1:34:21.080 to do it again and again and again, which can either. 1:34:20.960 --> 1:34:23.120 Be recurring in a membership or reoccurring. 1:34:22.640 --> 1:34:24.320 Like Coca Cola, you still buy it again and again, 1:34:24.360 --> 1:34:26.640 it's just not on subscription. And so if you have 1:34:26.720 --> 1:34:28.559 all four of those things, then you have a business 1:34:28.560 --> 1:34:31.040 that can create tons and tons of demand, get lots 1:34:31.040 --> 1:34:33.680 and lots of money up front, and get people to 1:34:33.680 --> 1:34:35.439 buy again and again, which then creates its ability and 1:34:35.439 --> 1:34:37.760 cash off the business long term. And so that is 1:34:37.760 --> 1:34:39.519 basically the four pillars of the book, and it's broken 1:34:39.560 --> 1:34:41.960 down in those four steps. Of these are the front 1:34:42.000 --> 1:34:44.519 and offers that do this. These are the transition points 1:34:44.560 --> 1:34:45.800 to how do I get something to take the next 1:34:45.800 --> 1:34:47.280 thing that's going to be more expensive, or how it 1:34:47.280 --> 1:34:48.800 gets to take the bottom thing, or how to create 1:34:48.840 --> 1:34:50.840 pain points, how to create down cells, all of those 1:34:50.880 --> 1:34:54.960 components which ultimately make businesses significantly more successful. And I 1:34:55.000 --> 1:34:57.360 started writing this in twenty nineteen. It was the first 1:34:57.360 --> 1:35:00.000 book that I started. So it was actually called lead Life, 1:35:00.000 --> 1:35:03.559 The Generation of Monetization Structures, which you know, very very 1:35:03.600 --> 1:35:06.280 sexy name, but this was I had a mentor where 1:35:06.280 --> 1:35:08.080 it told me, hey, you're in the sale process right now. 1:35:08.160 --> 1:35:11.559 You should document all the artifacts kind of crystallized knowledge 1:35:12.120 --> 1:35:12.759 at that point. 1:35:12.840 --> 1:35:15.800 And so that is what started that book. Now, offers and. 1:35:15.840 --> 1:35:18.120 Leads were basically that book was like this thick, and 1:35:18.160 --> 1:35:19.880 I was like, this is I can't So I actually 1:35:19.920 --> 1:35:22.760 peeled off offers and then finished that first, and then 1:35:22.880 --> 1:35:25.320 peeled off leads and finished that second, and then finally 1:35:25.600 --> 1:35:27.479 I can get to the money models, which. 1:35:27.320 --> 1:35:29.080 Is actually what I started six years ago. 1:35:29.280 --> 1:35:32.600 And so I have not publicly talked about any of 1:35:32.640 --> 1:35:35.040 the structures in this book. And I feel like I'm 1:35:35.080 --> 1:35:38.920 giving birth. I've been I've been pregnant for six years, 1:35:38.920 --> 1:35:41.040 conceptually pregnant, and I want to give birth to this 1:35:41.080 --> 1:35:43.519 thing because I think that this will make the largest 1:35:43.520 --> 1:35:46.519 impact on business owner's bottom line of anything that I've 1:35:46.560 --> 1:35:49.080 ever made, and it's been the source of the vast 1:35:49.080 --> 1:35:51.720 majority of my material success is being able to do 1:35:51.760 --> 1:35:54.680 this because when you have a superior money model, it 1:35:54.720 --> 1:35:57.320 gives you padding to be bad at everything else because 1:35:57.360 --> 1:35:59.200 you finally make more money per customer than anyone else 1:35:59.200 --> 1:36:00.840 does in your space, which means your advertising doesn't have 1:36:00.920 --> 1:36:01.240 to be as good. 1:36:01.280 --> 1:36:02.519 You don't have to be as good at sales. 1:36:02.720 --> 1:36:06.160 You're like, the offer itself might not necessarily be as good. 1:36:06.360 --> 1:36:09.040 But when you sequence these things together properly the right way, 1:36:09.160 --> 1:36:10.760 then you can unlock skill on the business and then 1:36:10.920 --> 1:36:13.439 with that cash flow, buy down that ignorance stet and 1:36:13.439 --> 1:36:15.519 then give yourself time to get good at all the 1:36:15.520 --> 1:36:15.960 other stuff. 1:36:16.000 --> 1:36:18.200 And what starting point would you say this book's aimed at, 1:36:18.240 --> 1:36:19.680 Like where is someone at in the gene You. 1:36:19.640 --> 1:36:21.360 Can start at zero because you could start it. 1:36:21.400 --> 1:36:23.479 So what essentially about those four things is that you 1:36:23.479 --> 1:36:26.479 don't need all four, You just need one and over time. 1:36:26.520 --> 1:36:28.080 Because if you were trying to do a business that 1:36:28.120 --> 1:36:30.000 had all for it, you had a recurring you have upfront, like, 1:36:30.240 --> 1:36:32.559 you would be completely inundated. So we would start with 1:36:32.560 --> 1:36:34.240 the first thing, which is some sort of attraction offer. 1:36:34.280 --> 1:36:37.120 How do we get something that's that's more designed to 1:36:37.160 --> 1:36:39.640 get more customers or more people to engage in your 1:36:39.680 --> 1:36:42.040 original reach out, your paid ad, your content, whatever it is. 1:36:42.600 --> 1:36:45.320 And so I have the five most successful structures that 1:36:45.360 --> 1:36:48.160 I have used and detailed stuff by step exactly how 1:36:48.200 --> 1:36:50.600 to excute them. And what's interesting is that this is 1:36:50.640 --> 1:36:53.680 the stuff that so the Offer's book when it came out, 1:36:53.720 --> 1:36:56.000 there wasn't a single other book about offers, which is interesting, 1:36:56.000 --> 1:36:57.760 and then it became kind of a household name, which 1:36:57.800 --> 1:36:59.439 is it was this massive gap in the space. But 1:36:59.479 --> 1:37:02.120 as soon as you you're like this is everything, you know, 1:37:02.160 --> 1:37:04.760 like this is how all of it works. I think 1:37:04.760 --> 1:37:07.160 that money models will be that same thing where there's 1:37:07.160 --> 1:37:09.840 not a single book that ties those concepts together. And 1:37:10.400 --> 1:37:12.200 as soon as it I think it will, it will 1:37:12.360 --> 1:37:15.160 exist in that huge gap that once you see it, 1:37:15.240 --> 1:37:17.280 you can analyze any business in that same way, and 1:37:17.400 --> 1:37:18.320 specifically your own. 1:37:18.560 --> 1:37:22.680 Yeah, I love it, honestly listening to you today, and 1:37:22.720 --> 1:37:25.839 I've consumed your content for a long time now, listening 1:37:25.840 --> 1:37:28.640 to you in person consistently for this long around. The 1:37:28.640 --> 1:37:31.519 models that you've built is a real treat man. It's 1:37:32.280 --> 1:37:34.519 it's so well thought through it's so systematic. I love 1:37:34.560 --> 1:37:36.360 the way you think, the way you've been able to 1:37:36.360 --> 1:37:40.000 train yourself to realize that everything's built on behaviors, and 1:37:40.040 --> 1:37:42.200 the ability to even something that you said to me, 1:37:42.240 --> 1:37:43.880 that's really going to stay with me because I think 1:37:43.920 --> 1:37:47.040 about it in such a similar way. But it's so obscure, 1:37:47.479 --> 1:37:49.839 Like we have a lot of similarities in our beliefs, 1:37:50.120 --> 1:37:51.439 but some of them are a bit more. 1:37:51.240 --> 1:37:52.760 Different angles, which I love. 1:37:52.920 --> 1:37:54.880 Yeah, from different angles, but some of them are a 1:37:54.880 --> 1:37:57.840 bit more They're from different angles, but some of them 1:37:57.840 --> 1:38:01.000 are a bit more widespread held. But you're one thing 1:38:01.080 --> 1:38:03.559 you talked about today about how when you watch people 1:38:03.600 --> 1:38:07.559 say what they regret, and I think about that all 1:38:07.600 --> 1:38:09.559 the time. I'm like, of course you regret you didn't 1:38:09.600 --> 1:38:12.439 spend enough time with your family, but you're totally taking 1:38:12.479 --> 1:38:15.479 away from all the benefits you just got right now. 1:38:15.520 --> 1:38:17.439 And I'm not saying people shouldn't spend time with their family. 1:38:17.880 --> 1:38:20.240 It's just when you said that today, that was one 1:38:20.280 --> 1:38:22.920 thing that I was like, I can't be like to 1:38:23.000 --> 1:38:25.519 have the ability to think it through to that level, 1:38:25.920 --> 1:38:28.360 to not just take something at face value. And I 1:38:28.360 --> 1:38:31.479 think that's that's the skill I see you have, Like, 1:38:31.560 --> 1:38:33.280 that's the expert you're at is that you don't take 1:38:33.320 --> 1:38:38.000 anything at face value. And that's hard because it requires 1:38:38.000 --> 1:38:41.519 you to dig deep to figure out, well, what is 1:38:41.560 --> 1:38:42.680 the behavioral science here? 1:38:43.040 --> 1:38:43.080 Is? 1:38:43.520 --> 1:38:44.800 What is the exchange here? 1:38:44.920 --> 1:38:45.000 Like? 1:38:45.280 --> 1:38:47.640 What emotions are we talking about? I picked out some 1:38:47.680 --> 1:38:53.040 of my favorite alex Monmose quotes because so many. But first, 1:38:53.360 --> 1:38:56.400 here's a quick word from the brands that support the show. 1:38:57.400 --> 1:39:00.720 All Right, thank you to our sponsors. Now let's back in. 1:39:01.040 --> 1:39:02.720 All right, you've touched on some of this, but it'd 1:39:02.760 --> 1:39:04.639 be good to get your reaction to them again. All Right, 1:39:04.680 --> 1:39:08.320 So this one I love because I think it's so true. 1:39:08.680 --> 1:39:11.479 Most people want to become millionaires because of what being 1:39:11.479 --> 1:39:14.760 a millionaire allows you to do, not because of what 1:39:14.800 --> 1:39:18.439 you have to do to become a millionaire. What do 1:39:18.479 --> 1:39:19.800 we do about that mindset? 1:39:20.640 --> 1:39:23.640 It's wanting the view without the climbs. Jimmy Carr has 1:39:23.640 --> 1:39:26.880 a great quote on this. It's everyone wants what you have, 1:39:27.000 --> 1:39:28.880 but not what you did to get it. I think 1:39:28.960 --> 1:39:34.760 that if we make who we become the goal rather 1:39:34.840 --> 1:39:38.120 than the thing we achieve, instead of winning once a decade, 1:39:38.200 --> 1:39:40.800 we can win every day because you can continually get 1:39:40.800 --> 1:39:43.040 better at being who you are, and then the achievement 1:39:43.080 --> 1:39:46.840 is just one milestone along the path. But at least 1:39:46.840 --> 1:39:49.880 in my experiences, as I've actually approached milestones, when it 1:39:49.920 --> 1:39:52.320 becomes increasingly likely that I'm going to achieve it, it matters 1:39:52.400 --> 1:39:54.320 less and less. When I was in the lifting world, 1:39:54.520 --> 1:39:56.479 if I thought whatever my lift was and added one 1:39:56.520 --> 1:39:58.400 hundred pounds, I'd be like, oh my god, man, if 1:39:58.400 --> 1:40:00.360 I lifted that, that would be insane. The time you 1:40:00.400 --> 1:40:03.160 actually do lift that, you also lifted five pounds less 1:40:03.160 --> 1:40:04.840 than that before, and you'll lift to ten pounds less 1:40:04.880 --> 1:40:06.439 than that before, so you're like, well, it's really not 1:40:06.479 --> 1:40:08.360 that big of a stretch anymore. And so it actually, 1:40:08.439 --> 1:40:11.240 in some ways it's it's not even nearly as fulfilling 1:40:11.280 --> 1:40:12.759 as you think it is, because by the time it happens, 1:40:12.800 --> 1:40:15.760 you're so close to it it seems obvious, and so 1:40:16.720 --> 1:40:19.120 shifting from who I become rather than what I achieve 1:40:19.400 --> 1:40:22.360 or who I become as the achievement has been a 1:40:22.400 --> 1:40:25.479 wonderful reframe for like, sure, you want to be a millionaire, 1:40:25.479 --> 1:40:26.720 but we really want to do is become the person 1:40:26.760 --> 1:40:28.599 who can become a millionaire, and that you can win 1:40:28.640 --> 1:40:31.320 every day, and then that takes away the I don't 1:40:31.360 --> 1:40:32.400 want to do the things that. 1:40:33.479 --> 1:40:35.439 Yeah, and that comes to one of the things you 1:40:35.439 --> 1:40:37.520 talk about a lot that I love is sense control 1:40:38.000 --> 1:40:39.400 like that that to me. I think one of the 1:40:39.479 --> 1:40:42.439 earliest clips I saw of yours was someone had asked 1:40:42.439 --> 1:40:45.800 you something like, you know, what's a trait you see 1:40:45.800 --> 1:40:49.000 in successful people? And I think you said three things, 1:40:49.000 --> 1:40:52.080 and I loved hearing that that third one. The first 1:40:52.080 --> 1:40:54.880 one was, I think you said something like, you know, 1:40:54.920 --> 1:40:57.679 they're all people who who have high standards, so they 1:40:57.760 --> 1:41:00.400 want to they expect a lot from themselves. Yeah, second 1:41:00.640 --> 1:41:03.840 was but at the same time, they're good at not 1:41:03.960 --> 1:41:05.400 being that hard on themselves when. 1:41:05.280 --> 1:41:06.679 They don't get the emotional control. 1:41:06.880 --> 1:41:08.639 Yeah. And then the third thing was like sense control, 1:41:08.640 --> 1:41:09.080 if I'm. 1:41:08.920 --> 1:41:11.639 Not wrong, yeah, yeah. The other one was, so it's 1:41:11.680 --> 1:41:12.040 this one. 1:41:12.080 --> 1:41:12.599 Did I get wrong? 1:41:12.680 --> 1:41:15.920 No, No, You're it's like you have this inflated sense 1:41:15.920 --> 1:41:17.400 of self, so you believe you can achieve great thing. 1:41:17.479 --> 1:41:18.040 Yes, that's it. 1:41:18.120 --> 1:41:21.439 You have this crippling insecurity that pushes you away. 1:41:21.560 --> 1:41:23.439 Yeah. And then the third is that you can control 1:41:23.439 --> 1:41:24.000 your emotions. 1:41:24.080 --> 1:41:26.800 Yeah. And that that and I've always thought it's the 1:41:26.880 --> 1:41:30.439 high standards, high grace. That's been my language around it. 1:41:30.800 --> 1:41:34.840 But the third one of that self mastery. What do 1:41:34.880 --> 1:41:39.280 you think is the number one emotion that people don't 1:41:39.320 --> 1:41:42.839 know how to control that leads to failure. 1:41:43.000 --> 1:41:48.920 That is such a good question, fear, because I think 1:41:48.920 --> 1:41:51.400 one of the one of the most one of the 1:41:51.439 --> 1:41:54.360 wildest questions that I read that you know, kind of 1:41:54.360 --> 1:41:57.800 stuck with me, was like, what would you do if 1:41:57.840 --> 1:42:00.639 you weren't afraid? And I think that it's just such 1:42:00.640 --> 1:42:03.679 a such a powerful question to ask, because every person 1:42:03.720 --> 1:42:06.040 has the fear is the thing that gives you the 1:42:06.120 --> 1:42:09.200 hundred reasons. And what's really interesting about this is that 1:42:09.920 --> 1:42:12.920 we are our brains are exceptionally good at finding problems, 1:42:12.920 --> 1:42:15.080 which is why I'm a big fan of inverted thinking. 1:42:15.120 --> 1:42:16.280 So how can I think of it all the ways 1:42:16.280 --> 1:42:18.240 to kill my business and then do the opposite. You'll 1:42:18.280 --> 1:42:19.840 your brain is so much better at spotting problems than 1:42:19.920 --> 1:42:22.600 spotting opportunities, and so it's like use that problem, that 1:42:22.680 --> 1:42:24.880 problem finding thing, and then just flip it. And it 1:42:24.920 --> 1:42:26.040 sounds like, oh, well, I would just think of the 1:42:26.080 --> 1:42:27.680 opportunities that way. It's like it doesn't actually work. You 1:42:27.720 --> 1:42:30.599 actually have to think for the threats and then flip them. 1:42:30.840 --> 1:42:33.559 But I love that it's Charlie Mongerus, that's you know, 1:42:33.680 --> 1:42:36.640 you know, rest in peace. But from a from a 1:42:36.680 --> 1:42:39.840 fear perspective, it's I think it's playing it out. It's 1:42:39.840 --> 1:42:42.479 like what am I actually most afraid of? And so 1:42:42.600 --> 1:42:45.640 fear typically only lives in the vague, not in the specific. 1:42:46.240 --> 1:42:47.840 We tend to catastrophize to death. 1:42:48.120 --> 1:42:50.680 So if I make this post and people laugh at me, 1:42:50.720 --> 1:42:52.400 I'll get shunned and then I'll eventually go alone and 1:42:52.400 --> 1:42:54.360 then die right, So it's like everything just goes to 1:42:54.400 --> 1:42:56.320 like death right, And so playing it out into the 1:42:56.320 --> 1:42:58.160 specific is like, Okay, well I make this post. 1:42:58.479 --> 1:42:59.280 Some people will like. 1:42:59.240 --> 1:43:01.360 It and some people and maybe I'll get some negative comments. 1:43:01.400 --> 1:43:02.680 If I get naked hommuts, I'll get more reached, so 1:43:02.680 --> 1:43:04.559 maybe it's not a terrible thing. And then and then 1:43:04.640 --> 1:43:08.280 that night I will have dinner right, and that night 1:43:08.320 --> 1:43:11.719 I will go to bed right, and so making making 1:43:11.760 --> 1:43:13.800 it really really specific. And then just to add one 1:43:13.800 --> 1:43:17.080 more thing on that, the other really big downside of 1:43:17.080 --> 1:43:19.880 being human from an opportunity of money making perspective is 1:43:19.880 --> 1:43:24.800 that we underestimate the upside and we overestimate the downside, 1:43:24.920 --> 1:43:27.280 and that has been incredibly valuable for us to stay 1:43:27.280 --> 1:43:31.240 alive and not very valuable for us to make money. 1:43:31.600 --> 1:43:33.960 And so when you if you're in the developed world, 1:43:34.280 --> 1:43:36.160 the absolute worst. 1:43:36.000 --> 1:43:40.799 Case scenario is that you still have a say, fortress, 1:43:40.800 --> 1:43:43.000 you still have a cover, and you still have food, 1:43:43.000 --> 1:43:44.439 and you still have air, and you still have water, 1:43:44.600 --> 1:43:46.879 because in the developed world all those things are available 1:43:46.920 --> 1:43:48.880 to anyone, and so it's like, okay, so the worst 1:43:48.880 --> 1:43:50.519 case scenario is that I live and I'm completely free 1:43:50.520 --> 1:43:51.640 and no one bothers me. It's like, you know, that 1:43:51.680 --> 1:43:54.400 actually sounds not so bad when you actually play it 1:43:54.400 --> 1:43:57.040 all the way out. And so I think playing it 1:43:57.080 --> 1:43:58.960 out and actually really thinking what would I then do. 1:43:59.000 --> 1:44:01.320 I probably reach out to say and she would let 1:44:01.360 --> 1:44:03.400 me sleep on her couch, okay, so, and I would 1:44:03.400 --> 1:44:03.840 ask her. 1:44:03.800 --> 1:44:04.640 If you complain it. 1:44:04.640 --> 1:44:05.920 I'd be like, hey, Sarah, if I were to do 1:44:05.960 --> 1:44:07.720 something and I were to fail, how long would you 1:44:07.800 --> 1:44:09.120 let me sleep on your couch. You're like, I'd give 1:44:09.120 --> 1:44:11.640 you six months, and you're like okay. So it all 1:44:11.640 --> 1:44:14.120 of a sudden it becomes concrete, and I think that 1:44:14.120 --> 1:44:16.840 that starts to really evaporate fear rather than like oh, 1:44:16.880 --> 1:44:17.960 I will die totally. 1:44:18.080 --> 1:44:18.280 Yeah. 1:44:18.280 --> 1:44:20.280 I remember that when I when I made the leap, 1:44:20.360 --> 1:44:22.559 I was like, and of course I was in a 1:44:22.560 --> 1:44:24.360 position to be able to say this, but I was like, Okay, well, 1:44:24.360 --> 1:44:26.280 I'll just go back to what I was doing and 1:44:26.360 --> 1:44:28.400 if this didn't work, I would just go back, like 1:44:28.400 --> 1:44:30.080 I'll figure out a way get the job back, and 1:44:30.080 --> 1:44:32.200 I'll get the job back and I'll go back to 1:44:32.240 --> 1:44:34.920 do it. And that was the reality. And of course 1:44:34.960 --> 1:44:36.360 it was still at the time when I felt this 1:44:36.479 --> 1:44:38.960 was taking up all of that. All right, another one 1:44:38.960 --> 1:44:41.840 that I love. This, This one really really hit me 1:44:42.240 --> 1:44:43.840 and I feel it's going to resonate with a lot 1:44:43.840 --> 1:44:46.479 of people if you haven't heard it yet. People fail 1:44:46.600 --> 1:44:50.479 not because there's some magical list nobody has. They fail 1:44:50.640 --> 1:44:53.200 because it's an obvious list nobody does. 1:44:53.640 --> 1:44:55.080 I'm so happy you like that one. 1:44:55.200 --> 1:44:58.320 It didn't like I just just just to give kudos 1:44:58.320 --> 1:45:00.680 to Jay here. You picked out tweets that were not 1:45:00.760 --> 1:45:03.000 like super Bang or high performers, but like I wrote 1:45:03.000 --> 1:45:04.680 these and I was like, this is like, this is 1:45:04.720 --> 1:45:05.000 a thing. 1:45:05.040 --> 1:45:08.760 I didn't pick them based on performance. I picked them 1:45:08.760 --> 1:45:10.559 based on like I was like, I read this, I 1:45:10.600 --> 1:45:11.360 was like, yes. 1:45:11.240 --> 1:45:14.479 Like, I like that, So just kudos to you for 1:45:14.479 --> 1:45:17.360 that because it makes me feel good. But yeah, so, 1:45:18.000 --> 1:45:19.479 I mean this is a super known one, but like 1:45:19.479 --> 1:45:21.280 the magic isn't the work that we're not doing, right, 1:45:21.320 --> 1:45:23.920 it's the obvious list. If you were trying to get 1:45:23.960 --> 1:45:26.000 in shape, you know, you should eat less and you 1:45:26.000 --> 1:45:26.719 should move more. 1:45:26.800 --> 1:45:27.320 You know that. 1:45:27.680 --> 1:45:29.160 And so I used to even do these with when 1:45:29.160 --> 1:45:30.600 I would have a weight loss customer who come in 1:45:30.600 --> 1:45:32.479 the door and they'd be like, so, tell me more 1:45:32.479 --> 1:45:34.960 about the and I would just say, like, do we 1:45:35.000 --> 1:45:37.160 really need to get into it? Like you already know 1:45:37.240 --> 1:45:38.760 what you're supposed to do. The question is why you 1:45:38.760 --> 1:45:40.760 aren't doing it. That's what I'm here for. And so 1:45:41.120 --> 1:45:43.080 in a lot of these situations, like you probably know 1:45:43.120 --> 1:45:45.519 that if you're going to invest, you should, yeah, you know, 1:45:45.720 --> 1:45:47.320 wait ten years. And if you're not willing to wait 1:45:47.360 --> 1:45:49.080 ten years, then you shouldn't buy it, which means that 1:45:49.080 --> 1:45:50.000 if you're like, well I don't have the time to 1:45:50.000 --> 1:45:53.320 do that research, then don't invest. Increase your active income, right, 1:45:54.080 --> 1:45:55.439 and so and all these things like okay, well how 1:45:55.479 --> 1:45:56.960 do I increase my activit? Well, I know I need 1:45:57.000 --> 1:45:58.280 to do more than I currently am I know I 1:45:58.320 --> 1:46:00.160 need to put my stuff out there. And so one 1:46:00.160 --> 1:46:04.280 of my favorite frames around this is it's the Solomon paradox, right, 1:46:04.320 --> 1:46:06.080 And so for theose W don't know. In the Bible, 1:46:06.160 --> 1:46:10.040 Solomon wise man, they called Solomon paradox because he gave 1:46:10.080 --> 1:46:13.519 amazing advice, but his life was in shambles. And so 1:46:13.720 --> 1:46:15.719 the thing is that we're exceptionally good at giving advice 1:46:15.800 --> 1:46:18.160 and very good and very bad at following it for ourselves. 1:46:18.640 --> 1:46:21.080 And so what's interesting is that they actually did studies 1:46:21.080 --> 1:46:23.960 on this where they had people they whitewash someone's existing 1:46:24.000 --> 1:46:27.120 circumstances and their conditions and had the same people, not 1:46:27.200 --> 1:46:30.240 knowing they were criticizing themselves, give critiques to this person 1:46:30.360 --> 1:46:32.280 what to do to improve their lives. And the thing 1:46:32.320 --> 1:46:33.920 is is that none of the people are doing it. 1:46:34.000 --> 1:46:36.479 And so the thing is, I like that frame because 1:46:36.680 --> 1:46:39.679 if you parachute your sorry, protect yourself in the future 1:46:39.680 --> 1:46:41.360 and look back and say, Okay, what would eighty years 1:46:41.520 --> 1:46:43.000 old version of me tell me to do? 1:46:43.320 --> 1:46:44.240 For some reason, it kind of like. 1:46:44.240 --> 1:46:46.320 Disembodies yourself a little bit, and you can get back 1:46:46.360 --> 1:46:48.000 and say, well, I would tell myself to do this, 1:46:48.000 --> 1:46:49.280 this and this, and the thing is is that you 1:46:49.360 --> 1:46:52.720 have complete context on your situation, and so sometimes it's 1:46:52.720 --> 1:46:54.439 some of the best advice you can get. And I 1:46:54.479 --> 1:46:55.880 know this is kind of like the inverted thing where 1:46:55.880 --> 1:46:58.240 you'd be like, oh, well, I just actually go through 1:46:58.240 --> 1:47:00.320 the process and say, I'm going to write down a 1:47:00.360 --> 1:47:02.320 conversation with myself that's eighty years old. 1:47:02.560 --> 1:47:04.160 What would he or she tell me to do? 1:47:05.320 --> 1:47:08.400 And it probably is that obvious list that no one does, 1:47:08.640 --> 1:47:11.320 not the magical list that no one knows. Because the 1:47:11.360 --> 1:47:13.360 thing is is that like the clues of success are 1:47:13.640 --> 1:47:16.439 in plain sight, it's just that the sweat that's required, 1:47:16.479 --> 1:47:18.200 the price tag associated with them is the one that 1:47:18.200 --> 1:47:20.599 people don't want to pay. So people don't really give 1:47:20.680 --> 1:47:24.080 up on their dreams. They give up they see what 1:47:24.160 --> 1:47:26.360 it takes to get their dreams and then decide it's 1:47:26.360 --> 1:47:29.280 too expensive. And I think that's the big thing is 1:47:29.280 --> 1:47:31.600 is they think it's mispriced. And maybe it is, and 1:47:31.640 --> 1:47:34.400 I think that's okay. But my preference would be that 1:47:34.439 --> 1:47:37.080 many people say, you know what, that's not worth it 1:47:37.120 --> 1:47:40.439 to me, and then be like, great, you've won. Like 1:47:40.520 --> 1:47:42.479 you've won, you don't need to get anywhere you've already won. 1:47:42.479 --> 1:47:45.240 Where you're at So that's at least my thought on it. 1:47:45.360 --> 1:47:50.200 Yeah, I love that. How does someone who listens to 1:47:50.240 --> 1:47:54.200 this episode versus someone who applies this episode live differently 1:47:54.240 --> 1:47:55.000 today or tomorrow. 1:47:56.479 --> 1:47:58.800 Well, if someone just listens to the episode, tomorrow will 1:47:58.840 --> 1:48:01.479 be the same for you. So that's an easy one. 1:48:01.520 --> 1:48:04.519 This was just entertainment for you. Just define in terms 1:48:04.560 --> 1:48:06.960 of actions what you were going to do. I mean, 1:48:07.000 --> 1:48:09.040 that is really it. And so like you can prove 1:48:09.080 --> 1:48:11.760 to yourself that you learned something from this podcast rather 1:48:11.840 --> 1:48:15.439 than just being entertained by this podcast, by simply doing 1:48:15.560 --> 1:48:18.479 something different, taking and action. And so maybe it is 1:48:18.520 --> 1:48:20.280 just recording that self a video and texting it to 1:48:20.320 --> 1:48:21.040 one hundred people. 1:48:21.320 --> 1:48:21.680 That's it. 1:48:21.720 --> 1:48:23.639 You could just do that and you would have I mean, 1:48:23.640 --> 1:48:26.679 you would be so much further ahead than you were yesterday. 1:48:26.960 --> 1:48:29.280 And what's crazy is that the amount of progress that 1:48:29.320 --> 1:48:32.160 you make in that first twenty hours is greater than 1:48:32.200 --> 1:48:33.920 any amount of progress that you will likely make over 1:48:33.920 --> 1:48:37.040 the remainder of your career, because going from absolutely terrible 1:48:37.240 --> 1:48:39.280 too proficient happens so fast. 1:48:39.520 --> 1:48:39.680 Now. 1:48:39.720 --> 1:48:42.120 To be clear, all of the gains come from going 1:48:42.120 --> 1:48:44.439 from proficient to master, which take a huge amount of time, 1:48:44.680 --> 1:48:47.080 but It's one of the most exciting times because like, 1:48:47.120 --> 1:48:48.360 all right, look I can build an app. Now, oh 1:48:48.400 --> 1:48:49.920 look I can build a web page, or look, I 1:48:50.240 --> 1:48:51.920 can show the people out of self stup, whatever it is. 1:48:52.160 --> 1:48:54.080 And I think I would just want to get to that, 1:48:54.439 --> 1:48:56.160 like get to that fast learning curve as fast as 1:48:56.160 --> 1:48:56.320 you can. 1:48:56.360 --> 1:48:58.400 And the only we can do that at starting. I 1:48:58.520 --> 1:48:59.080 love it. All right. 1:48:59.120 --> 1:49:00.960 Here's another one. I don't know if it's a popular 1:49:01.000 --> 1:49:03.840 one or not, but deleting work life balance for a 1:49:03.880 --> 1:49:07.080 season nets you more work life balance over a lifetime. 1:49:07.960 --> 1:49:12.040 So I love this frame shift, which is everyone talks 1:49:12.080 --> 1:49:13.960 about work life balance, but no one talks about it 1:49:14.000 --> 1:49:17.240 over what timeline. Paul Graham said this from my Combinator. 1:49:17.240 --> 1:49:19.600 He said, in order to make a million dollars, you 1:49:19.640 --> 1:49:21.920 have to endure million dollars worth of pain. And so 1:49:22.439 --> 1:49:23.800 you might be able to endure a million dollars with 1:49:23.840 --> 1:49:26.200 a pain over forty years, or you can crunch it 1:49:26.280 --> 1:49:29.640 into four crazy years and then after that you can 1:49:29.680 --> 1:49:32.400 have whatever you want to have afterwards. And so I 1:49:32.439 --> 1:49:37.080 think about life in seasons rather than on microcosms days 1:49:37.280 --> 1:49:40.040 and even weeks, and I think that shifting that perspective 1:49:40.160 --> 1:49:42.720 will really only solve one core problem for people, which 1:49:42.760 --> 1:49:44.519 is that they feel like they are doing something wrong 1:49:44.720 --> 1:49:47.560 by making a sacrifice today, and there's always going and 1:49:47.600 --> 1:49:50.920 again it's an eternal question how much do I risk? 1:49:51.439 --> 1:49:53.839 How much do I consume versus invest? These are classic 1:49:53.920 --> 1:49:56.320 human problems that will never have a correct answer, And 1:49:56.360 --> 1:49:57.840 it's more what's the correct answer for you in your 1:49:57.840 --> 1:50:00.080 season right now, based on the goals you have? And 1:50:00.120 --> 1:50:02.639 so I think, if anything, I would want that quote 1:50:02.640 --> 1:50:04.439 to give some people permission. 1:50:04.439 --> 1:50:06.280 To work a weekend every once in a while, to. 1:50:06.600 --> 1:50:08.240 Take the five to nine on both sides of the 1:50:08.280 --> 1:50:10.200 day and say, you know what, I Am going to 1:50:10.240 --> 1:50:13.280 be unbalanced. And that's okay because at least in my 1:50:13.320 --> 1:50:15.920 observation and probably yours, I have yet to see a 1:50:15.960 --> 1:50:18.679 hyper successful person who doesn't have a wildly unbalanced life, 1:50:18.720 --> 1:50:21.200 or at least for a significant period of time. And 1:50:21.240 --> 1:50:23.000 we want to just make sure that we're not looking 1:50:23.000 --> 1:50:24.680 at someone once they are a billionaire and saying what 1:50:24.720 --> 1:50:26.560 are they doing now? Because they might be in a 1:50:26.600 --> 1:50:28.640 different season now, and so don't look at what you 1:50:28.640 --> 1:50:30.040 know Warren Buffet's doing now when he says I have 1:50:30.040 --> 1:50:31.680 I make two good decisions a year I've had a 1:50:31.680 --> 1:50:32.080 good year. 1:50:32.240 --> 1:50:34.360 Well, if you make two good decisions a year, you're. 1:50:34.200 --> 1:50:36.880 Still probably not gonna You're not gonna be warm Buffett, right, 1:50:37.560 --> 1:50:40.320 And so I think about that as my as my frame. 1:50:40.439 --> 1:50:43.519 Yeah, don't read someone's chapter twenty when you're writing your 1:50:43.600 --> 1:50:46.720 chapter one. It doesn't make any sense. I remember growing up, 1:50:47.000 --> 1:50:49.400 not growing up. I remember a few years ago when 1:50:49.920 --> 1:50:52.840 Gary Gary's version that I loved, which is like in 1:50:52.880 --> 1:50:54.760 his words and so I'll say each ship for two 1:50:54.840 --> 1:50:57.599 years and then eat cavia for the rest of your life. Yeah, 1:50:57.640 --> 1:50:59.479 And it was so interesting to me how much you 1:50:59.479 --> 1:51:02.280 could do in two years if you just went all 1:51:02.320 --> 1:51:05.760 in as opposed to this idea of like I'm gonna 1:51:05.760 --> 1:51:07.200 be really balanced for ten years. And I was thinking 1:51:07.200 --> 1:51:09.320 about the other day and you said seasons. And I 1:51:09.360 --> 1:51:10.640 was saying this the other day when I was on 1:51:10.680 --> 1:51:13.280 tour storing to Jesse. It'sler and I said this to Jesse. 1:51:13.320 --> 1:51:15.120 We were talking about something similar, and I was just like, 1:51:15.840 --> 1:51:18.680 I would never want a day. A perfect day is 1:51:18.760 --> 1:51:23.640 not a day where it rains, snows, sun and fall, right, Like, 1:51:23.680 --> 1:51:25.960 that's not a perfect day. Like you wouldn't say that, 1:51:25.960 --> 1:51:27.599 you wouldn't say I hope it rains today. I hope 1:51:27.600 --> 1:51:29.639 it snows today. I hope it's sunny, and I hope 1:51:29.640 --> 1:51:32.120 the leaves shed. Like that's not a perfect day, but 1:51:32.160 --> 1:51:35.080 that's what you want every day. And Nature's already showing 1:51:35.080 --> 1:51:37.720 you the cycles that work. But we're trying to go 1:51:37.760 --> 1:51:41.040 against nature by saying I want everything to happen today. 1:51:40.840 --> 1:51:42.800 And I want all my days to be over the 1:51:42.840 --> 1:51:43.559 halfway line. 1:51:43.640 --> 1:51:44.040 Yeah. 1:51:44.080 --> 1:51:45.800 And so I think about this from a law of 1:51:45.880 --> 1:51:47.680 large numbers perspective, which is, let's say you have three 1:51:47.760 --> 1:51:51.120 hundred and sixty five days in a year, and there's 1:51:51.160 --> 1:51:53.680 going to be if you change nothing the bottom ten 1:51:53.720 --> 1:51:55.280 percent of days, you're gonna have thirty six days in 1:51:55.280 --> 1:51:58.080 the year that are bottom ten percent days. That there's 1:51:58.120 --> 1:52:00.479 nothing wrong with the day, it's just that this happens 1:52:00.520 --> 1:52:02.439 to be a bottom ten percent day. And so I 1:52:02.439 --> 1:52:04.599 think a lot of suffering comes from just the normal 1:52:04.680 --> 1:52:07.879 volatility or variation that exists in life and then somehow 1:52:07.920 --> 1:52:11.000 ascribing meaning to it and saying, oh, and because this 1:52:11.040 --> 1:52:13.320 is the bottom ten percent, it is bad. Rather than 1:52:13.680 --> 1:52:15.880 it is sunny, it is rainy, and I need rain 1:52:15.960 --> 1:52:18.240 in order to appreciate sun, right, And so it's like 1:52:18.280 --> 1:52:20.320 we can't have just upside. It's the trade offs, Like 1:52:20.520 --> 1:52:22.439 I want all the good without the bad. 1:52:22.560 --> 1:52:24.160 But the bad is what makes the good good. 1:52:24.439 --> 1:52:27.360 Yeah. Yeah, and the bad is what sometimes what keeps 1:52:27.360 --> 1:52:29.639 you going. Yeah, because if it's just good, maybe you'd stop, 1:52:29.720 --> 1:52:32.240 maybe you'd yeah. Well, last one of these that I 1:52:32.240 --> 1:52:33.479 wanted to pick out, which I think is going to 1:52:33.479 --> 1:52:35.360 help a lot of people because I've been doing it 1:52:35.360 --> 1:52:36.960 a lot. I'm writing my third book right now, and 1:52:37.000 --> 1:52:39.479 this has changed my life. It's amazing how much you 1:52:39.479 --> 1:52:41.840 can get done if you work for twelve hours without 1:52:41.840 --> 1:52:46.879 your phone. So, I mean, it was simple yet so profound. 1:52:47.080 --> 1:52:50.519 So I defined so that here's the number one the 1:52:51.240 --> 1:52:54.000 highest value productivity hack that I can give anyone. So 1:52:54.120 --> 1:52:58.360 this is the hack of productivity. Do nothing except for 1:52:58.439 --> 1:52:59.840 the task you set out to achieve. 1:53:00.479 --> 1:53:00.880 That's it. 1:53:01.360 --> 1:53:04.040 So everything that people do in order to increase productivity 1:53:04.040 --> 1:53:05.800 that is not working on the task at hand is 1:53:05.840 --> 1:53:07.080 by very definition. 1:53:06.760 --> 1:53:07.759 Making them less productive. 1:53:08.200 --> 1:53:10.160 Like period. And so I think people have these very 1:53:10.200 --> 1:53:11.599 long routines. I think they have these like I got 1:53:11.640 --> 1:53:12.160 to get in the mood. 1:53:12.160 --> 1:53:12.559 I got in this. 1:53:12.560 --> 1:53:15.360 But it's like, what if you could start taking action 1:53:15.439 --> 1:53:17.880 despite your mood and then get into the mood faster 1:53:18.040 --> 1:53:20.880 through taking the action. And so all of the things 1:53:20.880 --> 1:53:22.320 that have made me more productive in life have been 1:53:22.320 --> 1:53:25.479 through elimination, not addition. And so it is eliminating outside 1:53:25.520 --> 1:53:27.960 stimulus besides the one task that I'm working on. And 1:53:28.000 --> 1:53:30.840 so if we think the hypothetical ideal, our hypothetical extream 1:53:30.840 --> 1:53:32.680 of the most focused person in the world is that 1:53:32.680 --> 1:53:34.640 that person would do literally nothing besides that one thing, 1:53:34.640 --> 1:53:36.519 which means the wouldn't eat, they wouldn't sleep. Now at 1:53:36.560 --> 1:53:38.200 some point they're like, okay, well, in order for it, 1:53:38.439 --> 1:53:40.080 he has to eat and he has to sleep. Okay, 1:53:40.160 --> 1:53:42.320 So every other hour is just this one thing. And 1:53:42.360 --> 1:53:44.200 so if we take that as the hypothetical extreme, we 1:53:44.200 --> 1:53:46.320 want to approximate there or get as close as possible 1:53:46.360 --> 1:53:48.640 to that extreme as humanly possible. And so for me, 1:53:48.720 --> 1:53:50.639 it's good night's sleep knowing what I'm going to start 1:53:50.680 --> 1:53:54.240 on the day before. Caffeinate ear plugs, I double earplug. 1:53:54.240 --> 1:53:55.640 I put the plugs, and then I put the things on, 1:53:55.880 --> 1:53:57.439 and I work in a room that has no windows. 1:53:57.439 --> 1:53:59.000 Now some people are like, that's depressing for me, But 1:53:59.080 --> 1:54:01.120 for me, it'll laws me to lose myself in my 1:54:01.160 --> 1:54:03.439 work not get distracted by something that's going on outside. 1:54:03.479 --> 1:54:04.960 Well, I was just about to say, I'm glad you 1:54:04.960 --> 1:54:07.880 brought up environment because everyone has an environment they thrive in. 1:54:07.920 --> 1:54:10.200 So I'm the same. I need I need instrumental music. 1:54:10.200 --> 1:54:12.080 I don't can't have music with lyrics when I'm thinking that, 1:54:12.240 --> 1:54:14.880 I just can't do it. So I have some artists 1:54:14.880 --> 1:54:16.880 that I'm happy to listen to instrumentals of. It also 1:54:16.880 --> 1:54:18.920 can't be songs that I know. Trust me in music 1:54:18.960 --> 1:54:21.320 that's totally unpredictable and totally random because it helps me 1:54:21.320 --> 1:54:21.960 with creativity. 1:54:21.960 --> 1:54:22.320 Interesting. 1:54:22.479 --> 1:54:25.439 Then I do need windows, any natural light, but I 1:54:25.560 --> 1:54:28.679 need to not see anything real happening. It's like sky 1:54:28.960 --> 1:54:33.760 treat It's like it's nondescript and there's not like yeah, 1:54:33.840 --> 1:54:38.000 not people exactly. And I can't work in noisy coffee 1:54:38.000 --> 1:54:40.160 shop like I can't work in environments like that. And 1:54:40.200 --> 1:54:43.440 to me, the environment is more important than this whole 1:54:43.480 --> 1:54:47.560 mood builder thing because that's like deep work, like you're 1:54:47.560 --> 1:54:48.760 in the cave doing the thing. 1:54:49.280 --> 1:54:50.320 Can I tell a wild example? 1:54:50.480 --> 1:54:54.000 Yeah, So I believe you if you control the conditions, 1:54:54.000 --> 1:54:55.600 you can control the outcome, right, if you know all 1:54:55.600 --> 1:54:57.400 the variables and so if we want to be productive, 1:54:57.440 --> 1:54:59.280 we want to control as many of those conditions as possible. 1:54:59.320 --> 1:55:01.600 And so to take up hypothetical extreme power to say, hey, 1:55:01.720 --> 1:55:04.480 I guarantee that everybody who's listening to this, if we 1:55:04.480 --> 1:55:06.400 were all in one room, I could get everyone naked 1:55:06.400 --> 1:55:08.120 without saying a word. He would hear that and be like, 1:55:08.160 --> 1:55:10.080 oh my god, that's insane. What I would do is 1:55:10.080 --> 1:55:11.600 I would lock all the doors, and I would turn 1:55:11.680 --> 1:55:13.840 up the heat to two hundred and then just wait 1:55:13.960 --> 1:55:16.000 and eventually everyone would get naked. And the point to 1:55:16.040 --> 1:55:19.120 that is that we can reconstruct the environment to get 1:55:19.120 --> 1:55:21.160 the desired outcome if we control as many of those 1:55:21.200 --> 1:55:24.360 variables as possible. And so if you don't feel as 1:55:24.360 --> 1:55:26.400 productive as you want, you get distracted easily. You might 1:55:26.400 --> 1:55:28.880 not have even given yourself a shot. Right if you're 1:55:28.920 --> 1:55:32.400 trying to work while having your notifications on, while letting 1:55:32.400 --> 1:55:35.280 people text you and call you, and you're at you know, 1:55:35.600 --> 1:55:38.000 in an area where people are coming by and like 1:55:38.440 --> 1:55:40.320 is this chair free? Is this table free? And you're 1:55:40.360 --> 1:55:42.840 constantly getting pulled. It's like you haven't even gotten a chance. 1:55:42.840 --> 1:55:44.640 And maybe you have a roommate who walks in and 1:55:44.640 --> 1:55:46.560 out and maybe they listen to music. And the thing 1:55:46.600 --> 1:55:48.440 is that many people are in those conditions and they're like, man, 1:55:48.920 --> 1:55:50.600 I think I think I have a medical condition. I 1:55:50.640 --> 1:55:52.600 think I need to get medicated. It's like, dude, you 1:55:52.640 --> 1:55:55.640 give your self a shot. Like Jerry Soindfeld talks about 1:55:55.640 --> 1:55:57.960 how his writing condition is he has a desk in 1:55:58.000 --> 1:55:59.680 a room that has nothing else, and he's got a 1:55:59.720 --> 1:56:03.520 pad and he's got a pen, and he's he doesn't 1:56:03.560 --> 1:56:06.440 have to write, but he can't do anything else. And 1:56:06.480 --> 1:56:09.200 so if we define commitment as the elimination of alternatives, 1:56:09.280 --> 1:56:11.120 then we need to commit to the work. Right it 1:56:11.200 --> 1:56:14.520 focuses anything that is not the work, is not the work, 1:56:14.800 --> 1:56:17.320 then that's it. And so I think that we get 1:56:17.360 --> 1:56:18.720 there through elimination, not thro adition. 1:56:19.120 --> 1:56:21.280 Yeah, I felt that. I think it's going to help 1:56:21.320 --> 1:56:24.400 a lot of people. And you're so right, Like even 1:56:24.560 --> 1:56:27.560 it's so funny you say that. Up until six months ago, 1:56:27.600 --> 1:56:29.760 I started to think. I was like, that's my brain 1:56:29.880 --> 1:56:32.560 just been rewired by TikTok, Like I was like, have 1:56:32.680 --> 1:56:36.600 I really lost my ability for deep work? And I 1:56:36.640 --> 1:56:39.000 was having this thought probably like six maybe twelve months ago, 1:56:39.320 --> 1:56:41.320 because I was racking my brain about a new brook 1:56:41.480 --> 1:56:43.160 and it wasn't as clear as it used to be 1:56:43.240 --> 1:56:46.240 and whatever, and I just started to do what I 1:56:46.320 --> 1:56:48.640 always used to do, and all of a sudden, it's 1:56:48.680 --> 1:56:50.640 all gone away. And I was like, I'm writing, like 1:56:50.760 --> 1:56:52.800 for eight hours a day Saturday and Sunday, or a 1:56:52.880 --> 1:56:55.680 new book every week because I loved it in the zone. 1:56:55.720 --> 1:56:57.760 I'm in the room that I write in, and I 1:56:57.800 --> 1:57:00.920 was like, oh, it's right there. I didn't give myself 1:57:01.000 --> 1:57:03.600 the opportunity because I was trying to do it with 1:57:03.720 --> 1:57:05.120 the other discission. 1:57:04.760 --> 1:57:07.000 Trying to squeeze it in. So you can't squeeze in focus. 1:57:07.480 --> 1:57:10.120 Let's say it's a jealous mistress. It requires all your. 1:57:10.000 --> 1:57:14.000 Attention, Alex. We end every episode with a final five. 1:57:14.040 --> 1:57:17.480 These questions get asked to everyone and so these are 1:57:17.480 --> 1:57:19.400 your final five. They have to be answered in one word, 1:57:19.920 --> 1:57:24.640 one sentence maximum. So question number one, Alex, what is 1:57:24.680 --> 1:57:27.040 the best advice you've ever heard or received? 1:57:27.920 --> 1:57:30.520 Do so much work it would be unreasonable for you 1:57:30.600 --> 1:57:31.520 not to be successful. 1:57:32.080 --> 1:57:34.520 Second question, what is the worst advice you've ever heard 1:57:34.640 --> 1:57:35.440 or received? 1:57:36.200 --> 1:57:37.000 Follow your passion? 1:57:37.480 --> 1:57:41.040 Question number three a piece of advice you wish you 1:57:41.120 --> 1:57:42.200 received sooner? 1:57:43.760 --> 1:57:46.680 Find people better than you and do whatever you can 1:57:46.800 --> 1:57:49.160 to get them to help you, including helping them first 1:57:49.160 --> 1:57:49.959 without expectation. 1:57:51.040 --> 1:57:54.000 Question number four A lesson that took you far too 1:57:54.000 --> 1:57:55.000 many times to learn. 1:57:55.960 --> 1:57:59.040 Focus one thing all in and. 1:57:59.000 --> 1:58:00.920 Fifth and final questions, And we asked this every guest 1:58:01.000 --> 1:58:03.000 has ever been on the show. If you could create 1:58:03.040 --> 1:58:05.800 one law that everyone had to follow, what would it be? 1:58:06.560 --> 1:58:08.000 Everyone has to give all their wealth away at the 1:58:08.040 --> 1:58:08.600 end of their life. 1:58:09.080 --> 1:58:09.800 I love that one. 1:58:11.160 --> 1:58:14.000 Not to your kids, but it has to be yeah, exactly, 1:58:14.040 --> 1:58:14.320 has to be. 1:58:14.280 --> 1:58:17.480 Given away to kids or ever or it doesn't matter. Yeah, 1:58:17.760 --> 1:58:20.240 not to your kids, Like yeah, yeah, are you saying 1:58:20.240 --> 1:58:20.960 beyond your kids? 1:58:21.160 --> 1:58:21.360 Yeah. 1:58:21.400 --> 1:58:22.760 My friend just told me the other day that his 1:58:22.840 --> 1:58:25.680 dad just took him out the will and his dad's 1:58:25.680 --> 1:58:28.000 given all his money away to charity and all the 1:58:28.040 --> 1:58:30.840 kids are our gayet anything. He was hot broke. He 1:58:30.920 --> 1:58:32.440 was like, oh God, I thought I was gonna pass 1:58:32.440 --> 1:58:33.800 them wunny. 1:58:34.000 --> 1:58:38.640 So there's a sanscrit saying around that, which is, if 1:58:38.640 --> 1:58:42.240 you have a good son, there's no need to accumulate wealth. 1:58:42.480 --> 1:58:44.280 If you have a bad son, there's no point to 1:58:44.320 --> 1:58:46.720 accumulate wealth. And so at the end of the day, 1:58:47.400 --> 1:58:49.800 that's I mean, that's my worldview, which is the reason 1:58:49.800 --> 1:58:51.680 that I want the reason that I would want the 1:58:51.680 --> 1:58:54.280 game to be structured so that everybody has to give 1:58:54.280 --> 1:58:55.840 all their stuff away at the end is because if 1:58:55.840 --> 1:58:57.840 you look at second and third order consequences of that, 1:58:58.280 --> 1:59:01.120 the people who are the best allocating earth aggregating capital, 1:59:01.120 --> 1:59:03.120 the people are the best at making money would be 1:59:03.120 --> 1:59:04.680 the ones who are also the best at allocating it. 1:59:05.000 --> 1:59:07.360 And so you would actually have the best tools and 1:59:07.400 --> 1:59:09.680 the people who are best skilled to use them. And 1:59:09.760 --> 1:59:11.280 so if you know you have to give it away, 1:59:11.320 --> 1:59:13.520 then at some point near the later part of your life, 1:59:13.560 --> 1:59:16.920 you would stop trying to amass and start trying to 1:59:17.040 --> 1:59:19.040 you'd focus on giving. And I think most people who 1:59:19.040 --> 1:59:21.960 do give get addicted to giving because they realized that 1:59:22.000 --> 1:59:24.640 actually it fills a hole that the wealth never did right. 1:59:24.960 --> 1:59:26.680 And so what ends up happening, though, is that from 1:59:26.680 --> 1:59:29.160 a societal perspective, is that if all the best allocators 1:59:29.160 --> 1:59:31.400 of capital then try to solve all the world's problems 1:59:31.400 --> 1:59:34.200 with the capital they had, so many fewer problems would exist. 1:59:34.280 --> 1:59:36.360 That would the whole world would get better. 1:59:36.600 --> 1:59:38.880 The other downstream effect of that is that it would 1:59:38.880 --> 1:59:40.120 get rid of a huge amount of the kind of 1:59:40.160 --> 1:59:43.200 the cronyism, the nepotism, the things where you know, these 1:59:43.280 --> 1:59:47.160 these seventh generation massive you know, wealth trust fund, you 1:59:47.160 --> 1:59:49.280 know kids who like it doesn't serve the kids either. 1:59:49.360 --> 1:59:52.440 You look at those families, they're a mess. 1:59:52.480 --> 1:59:54.400 Yeah, yeah, on on so many reasons. 1:59:55.400 --> 1:59:57.640 And so I'm a big believer in equal opportunity, not 1:59:57.680 --> 2:00:01.160 equal outcomes. And so if everybody's slate was clean day one, 2:00:01.240 --> 2:00:04.600 because no one got daddy's inheritance, then everyone starts at 2:00:04.720 --> 2:00:07.520 zero as close as possible. Obviously genetics, you know, can 2:00:08.040 --> 2:00:10.720 play a factor there, but I think that' says as 2:00:10.800 --> 2:00:14.080 equal of a start as we can get, and then 2:00:14.280 --> 2:00:16.680 everyone starts as zero, and and the ones you super 2:00:16.680 --> 2:00:18.440 win then turn into super givers. 2:00:18.960 --> 2:00:20.120 And I like that. 2:00:20.480 --> 2:00:22.520 Yeah, And if you don't One thing I've learned about 2:00:22.560 --> 2:00:24.320 that as well is if you don't give now, you 2:00:24.360 --> 2:00:27.360 won't give later. This feeling of like when I get 2:00:27.400 --> 2:00:31.080 a million dollars, i'll give more, it doesn't work that way. 2:00:31.520 --> 2:00:33.920 It's a purport, Like it will hurt ten percent at 2:00:33.920 --> 2:00:35.600 a million dollars, it will hurt ten percent at one 2:00:35.640 --> 2:00:38.000 hundred k. Like it's not that's not going to change. 2:00:38.040 --> 2:00:40.520 And another phrase that we'd always hear in the monastery 2:00:40.600 --> 2:00:42.840 was God doesn't see how much you give, God sees 2:00:42.880 --> 2:00:45.480 how much you hold back. And so that's why I 2:00:45.560 --> 2:00:48.920 like your law a lot, because it's that feeling of like, hey, 2:00:48.920 --> 2:00:51.040 you know, at the end of it, I gave it all. 2:00:51.840 --> 2:00:55.240 The book is called one hundred Million Dollar Money Models, 2:00:55.400 --> 2:00:57.600 part of the one hundred Million Dollar Series, Alex I 2:00:57.640 --> 2:01:00.200 hope this is the first of many many conversations we 2:01:00.200 --> 2:01:04.360 have online and Offlan truly loved our time together and honestly, 2:01:04.400 --> 2:01:06.120 I've become a bigger fan of spending this time with 2:01:06.160 --> 2:01:08.760 you and this This was a masterclass for so many 2:01:08.800 --> 2:01:10.400 I'm going to be sending this to a lot of 2:01:10.440 --> 2:01:13.360 people I know who need to. There's some podcasts that 2:01:13.400 --> 2:01:15.040 you do and you're just like, yeah, I'm going to 2:01:15.120 --> 2:01:18.720 send this personally to people in my life who I 2:01:18.720 --> 2:01:20.000 think this is going to change for us. 2:01:20.000 --> 2:01:22.200 So thank you so much, man, I'm super humbled and 2:01:22.240 --> 2:01:23.800 very honored. So thank you so much for having me. 2:01:23.840 --> 2:01:24.080 Thank you. 2:01:24.120 --> 2:01:24.280 Man. 2:01:24.560 --> 2:01:27.280 If this is the year that you're trying to get creative, 2:01:27.360 --> 2:01:29.920 you're trying to build more, I need you to listen 2:01:29.960 --> 2:01:32.880 to this episode with Rick Rubin on how to break 2:01:32.920 --> 2:01:37.080 into your most creative self, how to use unconventional methods 2:01:37.120 --> 2:01:40.960 that lead to success, and the secret to genuinely loving 2:01:41.000 --> 2:01:43.520 what you do. If you're trying to find your passion 2:01:43.600 --> 2:01:47.040 and your lane, Rick Rubin's episode is the one for you? 2:01:47.480 --> 2:01:49.839 Just because I like it, that doesn't give it any value, 2:01:50.080 --> 2:01:52.480 like as an artist, if you like it, that's all 2:01:52.520 --> 2:01:56.200 of the value. That's the success comes when you say 2:01:56.520 --> 2:01:58.680 I like this enough for other people to see it.