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Alex Hormozi’s Blueprint To Making Money Blew My Mind — Transcript

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0:00Alex has just stepped me through his
0:01blueprint to make any business work and
0:04make you a million dooll business from
0:05opening gyms to launching software
0:07startups Alex knows how to make any
0:10business worth a million dollars so Alex
0:12what are we going to learn today from
0:13you so we're going to go through nine
0:14steps number one is figuring out who you
0:17are number two who to sell to number
0:20three is what to sell them four got to
0:22get them to buy number five how many
0:24times so this is getting them to buy
0:26more times number six who's going to
0:28help you do that even more number seven
0:30is you're going to keep your advantage
0:31cuz now you're starting to get ahead and
0:33then stick with it because this is
0:34usually when it's like okay I feel like
0:35business uh business is starting to get
0:37boring and then you just keep getting
0:39better and you never stop and so those
0:42are nine steps to building a million
0:43dollar business as I've gone through in
0:45my life and I try to translate from my
0:47audiio so tell us how people figure out
0:50who they are what what was the process
0:52that you went through and what's the
0:53process people need to go through so I
0:55think there's a lot of um confusion
0:58around identity
1:00and I think a lot of it is around like I
1:02want to have these I want to have these
1:03traits or like I wish I were born was I
1:05wish I were more charismatic I wish I
1:06were more patient and I don't think
1:09people translate them into the behaviors
1:11that create the trait and so the traits
1:14themselves are just bundled terms so
1:16let's say someone's charismatic they're
1:17like I want to be charismatic all right
1:20well if I look at somebody and say cool
1:22be charismatic someone would just stare
1:24back like how right well you need to do
1:27small easy no but that's and so what's
1:29interesting is that you've already went
1:31to start translating it but Charisma
1:33patience a lot of these things are what
1:34I call bundled terms and so there's
1:36single words that actually have series
1:38of behaviors underneath them that when
1:40we see them in in the wild we then
1:42describe that person as charismatic so
1:45they nod up and down when you talk right
1:49they repeat back what you say at the end
1:52of whenever you take a pause during your
1:53breathing breathing they they
1:56smile um they increase the volume of
1:59when they talk uh and they have
2:01different tonalities as in like they go
2:03up and then they go down they speed up
2:05uh they emphasize words and so it's
2:08basically looking at all of these micro
2:10behaviors and if you do all of these
2:12things they shake hands firmly uh they
2:14make eye contact and so all of these
2:17things then it's like oh so I don't I
2:20don't need to try and be charismatic I
2:22just need to nod when people are talking
2:23I need to repeat back to them what they
2:25just said I need to smile when they walk
2:26in the room I need to be able to
2:27enunciate and speak with volume and not
2:30just be monotone I need to be go up and
2:32down and up and down and speed up and
2:33slow down when it's important I need to
2:35shake people's hands uh with confidence
2:37I need to make eye contact if I do those
2:39things other people will describe me as
2:40charismatic and so when I look at you
2:43know the version of who I would like to
2:44be I say what are the traits that I
2:45think of and then what are the behaviors
2:47that associate with those traits and
2:49then that way it makes something that
2:50seems unattainable like man I wish I
2:52were more X it's like well you can be
2:54that if you just think what must occur
2:56in order for someone to describe someone
2:58as this thing and so that's been
3:00honestly one of the big things that like
3:01it really changed my life because a lot
3:02of these things feel like out of your
3:04control it's like I wish but it's just a
3:06lot of times we just break skills down
3:08same thing when we're teaching someone
3:10if I said um hey build a company you can
3:13go do that because you have because that
3:14would be like a big bundled thing can
3:16you just go build a company sure I can
3:18now leveled down one it's like okay so
3:20do you know how to advertise do you know
3:21how to sell do you know how to create a
3:22product or a service do you know how to
3:23hire people it's like all of those are
3:24bundled skills underneath and you can
3:26basically derive everything all the way
3:28down to turn on the computer turn on
3:30Internet Explorer type in in a website
3:32and so at every level whenever someone
3:34gets confused about what to do it's like
3:35just break it down and that's
3:37fundamentally how we like to train teams
3:38but also it started with me which is
3:40like who what do I need to do and I
3:43think this is my um this is something
3:44that I'm going to be hitting on really
3:49hard doing is being and so if You' ever
3:52heard that the saying be do have have
3:55you heard of this yep I hate it because
3:59people are like have to become this type
4:00of person to do this type of stuff to
4:02have this thing but if the doing creates
4:04the having then we don't need to worry
4:06about having because doing is the actual
4:07thing we control and if we describe
4:09someone only by the behaviors they do
4:11then being also happens as a result of
4:13doing which means it's just do so Nike
4:15is always had it right it's true though
4:17yeah like I definitely wasn't
4:19charismatic when I was old younger and
4:20and I think this also people almost
4:22embarrassed to call themselves a certain
4:23label but you can train to be anything
4:25this is my thing about entrepreneurship
4:26that kind of like anyone can be an
4:28entrepreneur true and people get really
4:29annoyed me when I say that oh no it's no
4:32it's tough you know you got to worry
4:33about cash flow well if you can't get a
4:35good accountant you know like you know I
4:37I think it's interesting because people
4:39always have a reason why it's such a
4:40bloody hard thing to do and if you break
4:41it down like this it's not right um but
4:43how do people this this thing of who you
4:45are though is it a genetics thing though
4:48as well like maybe some people just
4:49can't be charismatic maybe they can't
4:51smile I mean you know what I mean like
4:54it's because I think my my wife is and
4:56she she never listens to this stuff so I
4:58can say this I wouldn't describe her as
5:00charismatic I describe her as beautiful
5:02and intelligent um but she doesn't she
5:04doesn't really bother shaking hands
5:05firly she just who she is you know so do
5:07you think this is a personality thing
5:09here or anyone can learn to be
5:10charismatic that's the end of it or is
5:11it going to be feeling a bit false for
5:13no I think 100% of people can learn I
5:15mean I have a fundamental belief about
5:16the world which is all things are
5:18trainable it's just that not all things
5:19are worth training yeah you got to be
5:20motivated to be to turn turn I think
5:22about it from return on resources so
5:24it's like even if like I think as a I I
5:26believe someone genuinely with Down
5:27Syndrome could learn to become or at
5:30least rather learn to do brain surgery
5:32would the amount of resources required
5:34in order to teach that person be a good
5:36use of resources probably not if
5:38intelligence is rate of learning then
5:40it's the rate of behavior change like
5:41how quickly can we get someone to change
5:42Behavior at least for me that's how I
5:44Define intelligence and so if I were to
5:45train my team and say hey do this thing
5:47and the next time they walk in they do
5:48that new thing under the same conditions
5:50they've learned quickly they're a more
5:51intelligent person and so um I think
5:54it's simply that the rate of learning
5:55differs between people but all people
5:57are trainable that's how we learn
5:58everything Plus what you're saying if
6:00you reverse it if you train yourself
6:01then it's not about us deciding the
6:02resource you get it's about you deciding
6:04the effort you make is it right so so so
6:07to concluding this bit I mean who you
6:09are is who you what you want to be is it
6:11so so that goes back to modeling
6:12yourself and perhaps the people you
6:13admire or the people you have the life
6:15you want sure and then go learn what
6:17they know MH and do what they do and I
6:19think that's and um I'll actually give
6:22one that I think um is helpful for a lot
6:23of people is like it's making sure that
6:25we're doing the things that they did at
6:27that stage and so you know uh if you
6:30want to become a billionaire doesn't
6:31mean go fly on private jets because
6:32billionaires fly on private jets if you
6:34want to become tall it doesn't mean you
6:35go play basketball and so it's it's
6:37conflating what like what was the cause
6:40what was the effect right and so um we
6:42want to not model where people are today
6:45and how they act today but we want to
6:46model the rise we want to model what
6:47they did at the beginning and so one of
6:49the tough Parts about that is usually
6:51when you're in the grind like one of my
6:52biggest regrets in the world is that I
6:54have zero sales that I had recorded when
6:56I was in person and I have over 4,000
6:58101 sales that I done and all the stuff
7:00I learned there I never had any
7:02recordings and so it's like because I
7:04didn't think oh I'm going to later
7:06someday in the future have a YouTube
7:07channel and I'm going to be teaching
7:08this stuff I was like just trying to
7:09sell memberships you what I mean and so
7:12I I I say that because I try and
7:14remember to the best of my ability and I
7:16do that through teaching you know our
7:17teams and whatnot like hey do this and
7:19do this and so um we do our best to
7:22remind everyone who's coming up like
7:24this is what I was doing don't look at
7:26what I'm doing now look at what I was
7:27doing then oh I think yeah doing things
7:29so powerful because that's how also you
7:31remember you can read you can hear
7:33someone tell you how to do something you
7:34can listen to this video but if you
7:35don't go out and apply it you probably
7:37won't remember it yeah yeah nothing will
7:39happen that's the guarantee so that's a
7:41good place to start you can be anything
7:43maybe decide what you want to be I mean
7:44a lot of people in sales for example um
7:46say oh you need to be an extrovert to do
7:48sales I'm like my biggest salesperson in
7:49my last company was my accountant no one
7:51more introverted no and do you know what
7:54cuz she was introverted she was slightly
7:55more trusted yeah cuz she would only say
7:57things that people she' go to a meeting
7:59CFOs and talk about how brilliant our
8:01company was those CFOs who also
8:02introverted would go back to the office
8:04talk to the CEO and say you should get
8:05Simon's company in cuz I just heard from
8:06the CFO what they're doing there you
8:08know best sales technique ever but she
8:10didn't think she was a salesp person if
8:11i' interviewed her and said welcome to
8:12the company you're going to be our
8:13number one sales person would have even
8:15started yeah but yeah so it's all about
8:17using your personality traits to also be
8:19applied right what next um so the second
8:22one is like okay so you have to acquire
8:24enough of these traits bundled terms to
8:26just take action so if I had to do the
8:27what's the tldr of the last phage which
8:29just do something that's it like if all
8:31of this was around doing it's do
8:33something because currently nothing is
8:35happening in your life and so in order
8:36for something to change you have to do
8:38something now once you decide okay I'm
8:39going to take action then it's like okay
8:42who am I selling to this is one that
8:44people get really confused about and I
8:46think people want to start with what do
8:48I sell like two and three what to sell
8:52are very much interrelated right because
8:55who you sell to is going to determine
8:57what you're going to sell right if I
8:58decide that Pilots are going to be my
9:00the people that I feel like selling then
9:02I can't be like oh well I have these you
9:04know this uh this insurance thing that
9:06does for houses it's like I don't know
9:07if that's really the the right match for
9:09that particular thing and so sometimes
9:12you come in with some past experience um
9:14and so I like to I know I'm going I'm
9:16going out of order but hopefully it'll
9:17it'll work out in the end um but I think
9:19there's three PS
9:21around uh what people figure out and I I
9:24tend to talk more about Services than
9:26products and I do that because at least
9:28in the US 8% of businesses of services
9:31great way to start as well service is
9:32very easy business right at the end of
9:33the day you're just doing something that
9:35other people don't want to do for money
9:37right and so pain profession and then
9:38passion and so almost all businesses can
9:42get derived from one of these three
9:43things which is like you had some
9:44painful experience you overcame and so
9:47that's you know a mom who helps uh her
9:49kids pack lunches who have uh food
9:51allergies it's like if you figured out
9:52how to overcome that then you can help
9:53other people do it too if you overcame
9:54some sort of depression thing it's like
9:55you can help other people do that if you
9:57didn't know how to advertise your big
9:58business and then you figured out how to
9:59do Google paperclick it's like that's
10:01something that's it's a pain pain is you
10:03know uh relative but time saving if you
10:06can save people time is way translating
10:07it oh totally and then the second one is
10:10profession so a lot of people do have
10:11jobs but want to start a business and so
10:14um whatever you do in a company
10:16fundamentally is something that other
10:17companies probably want and so you can
10:20always fractionalize whatever your
10:21professional skill is between multiple
10:23companies and so that's just taking a
10:24skill that you already have in the
10:25workplace and just selling it to other
10:27people and then passion is like okay
10:28well I love uh I'm really interested in
10:31model cars okay well can you build a a
10:33business around model cars absolutely
10:35you could build a subscription on
10:36building them you could build the actual
10:37products around them you could make a
10:38Channel about painting model cars you
10:40like there's a zillion things that you
10:41could do there but in each of these it's
10:43usually something you overcame some sort
10:45of professional skill that you learned
10:46or some passion and so that usually goes
10:48into what to sell the most common person
10:51to sell to is someone like you so most
10:54if you look at uh like w combinator and
10:57a16z some of the best uh Venture startup
11:00investors uh one of the one of the
11:02requirements that they often have is
11:03what they call living with the problem
11:05and so they want people who've had a lot
11:06of surface area a lot of exposure many
11:08repetitions over years with many
11:10different types of solutions and why
11:12they don't work and so on one hand sure
11:15you can be like I'm going to just I'm
11:16going to think of this beautiful idea
11:17but most of the times it's like what do
11:19I hate what what bothers me um because
11:23you because then you don't have to do
11:24all this market research to figure out
11:25like how do these people talk like what
11:27are what are their innate desires you
11:28just say like well what do I want and
11:29it's a much faster path and I think
11:32that's where um this is where a lot of
11:34people um end up starting in terms of
11:36who to sell to they sell people like
11:37that you don't much research in the
11:40market when you when you know exactly
11:41your own problem and interestingly even
11:42at the top level like Mark Zuckerberg
11:44built Facebook to solve his own awkward
11:46problem of being socially awkward yeah
11:48he didn't he wanted to meet girls he
11:49wanted to be liked he wanted friends but
11:51he found it socially awkward to go out
11:53so he built a platform to solve his own
11:54problem turns out a lot of people have
11:56that problem so I think this like you
11:58thing is a really easy way to sell
12:00I guess Um passion and purpose do you
12:02differentiate the two um no I just not
12:05to say that it's not true I just I
12:07usually use those three PS CU I think if
12:09people I I my I believe in sales it's a
12:12it's a there's three steps right which
12:13is like people do it the one way around
12:15normally but the first step is do you
12:17like the person does the person like you
12:19the relationship stuff I don't know
12:20people spend enough time doing that
12:22second is do people need what you're
12:23selling sure lot of people spend a lot
12:24of time selling something they don't
12:25need right and then the third step of
12:26course is like pricing and all that sort
12:28of stuff but I think lot the time like I
12:30I took 9 years to get to Apple as a
12:31client n years but it's because I had a
12:34passion and a purpose to build a company
12:36I wanted to build something that was
12:37respected Apple being a client would
12:39would help my company being be respected
12:41I think that purpose really helps you
12:43get through in the end on sales oh yeah
12:46and so um yeah these are I mean this is
12:49kind of like the the the cycle of of of
12:51figuring it out and then when you once
12:53you're like okay well I get it pain
12:55profession passion but underneath of
12:57those things um like what what really is
12:59it and so typically you're going to have
13:02you can either sell products so that's
13:03physical stuff right tangible things you
13:05can put it in someone's hand there's
13:06Services which is you just do stuff for
13:09other people which is fundamentally
13:11services are wrapped to time and there's
13:13two types of time one is the time to
13:14learn the skill and the other is the
13:16time to do the skill so underneath it's
13:18some sort of information advantage that
13:20you have and then the actual doing and
13:21execution and so those are F like
13:23Services can be as simple as I know how
13:25to how to mow my lawn I just don't want
13:27to do it um on the other hand it could
13:29be be hey uh I know how to code and I
13:31can code this you know site a certain
13:33way it's like okay not only do I not
13:35want to take the time to do it to learn
13:36it I also don't want to take the time to
13:38do it and so when you're thinking about
13:39products or Services those are those are
13:41the two um kind of buckets as I think
13:43about them and then you have SAS or
13:44software you've got software as a
13:45service you've got apps things like that
13:48um you have something that I like to go
13:49into which is just access you've got
13:51risk you've got money and so these are
13:54all things that people can buy and sell
13:55Banks buy and sell money insurance buy
13:57and sell risk access if you think real
13:59estate there's physical access they
14:01digital access um SAS is basically these
14:04things just put in a digital format and
14:06so this gives gives you kind of like a a
14:08jump start of like well what do I how do
14:10I take my passion it's like okay we'll
14:12pick one of these ways it's like you
14:14could sell the model cars you could
14:16build the cars for people and then sell
14:18them you could have assass that helps
14:19people design their own cars you could
14:21have events where you bring people
14:23together uh and they can show off their
14:25cars and race them and whatever and then
14:26you can charge for T you know for access
14:28to that or media access like if you have
14:31um like for me like this would be like
14:33education would still kind of fit inside
14:34of here it's like access to some sort of
14:35media risk you could ensure people's
14:37collections around their cars if they
14:38have really valuable car collections uh
14:40you know model cars and then money is
14:42hey maybe uh people need lending for
14:43this stuff who knows and so
14:45fundamentally like that's how I think
14:47through um what am I going to
14:50sell I I think as well it's very
14:52interesting around the service side
14:54because in my agency business for
14:55example I was selling the services
14:57someone else's design ability their time
15:00to someone I wasn't even doing the
15:01service but I helped the person the
15:03designers didn't like to sell they're
15:05shy they want to sit at their computer
15:06creating right so I didn't even have the
15:08skill to do the design but I was able to
15:10sell the service I think I think this
15:12list is brilliant um so when okay so
15:14people have who to sell to and what
15:17you're going to sell are in interl so
15:20you've decided what you're going to do
15:21here I'm going to add one thing to this
15:22CU I think so will be helpful for people
15:24we're starting out and so I talk about
15:25this a ton in in my stuff but
15:29one of the in my opinion one of the
15:31things that matters a ton is is pricing
15:35right and so it's a lot easier to sell a
15:37100 people a $10,000 thing than is to
15:40sell 10,000 10,000 people a $100 thing
15:42there's just so much more distribution
15:43that you need to get and so for me I
15:46look at do the people that I want to
15:48sell my thing have the money for my
15:50thing and if everybody's broke in this
15:52particular market then I might consider
15:54well is there anything else I know how
15:55to do or anything else I'm I'm
15:57passionate about or anything else that I
15:58I a professional skill around so the
16:00first thing is money the second thing um
16:03is how easy are these people to find
16:05like is it really hard to find this you
16:07know this particular subset of people um
16:09or can I find them pretty easily are
16:10they directories or their associations
16:12with them if so then it's easy for me to
16:13reach out or show up at those
16:14conferences or whatever um the next
16:16thing is I'd rather have the market be
16:18growing like if I can if I'm about to
16:20pick what business I'm going to get into
16:21I'd rather go into one where there's
16:23more demand than there is Supply right
16:25like I'd rather just have the Tailwind
16:26rather than a headwind one of my uh one
16:28of my one of my friends friends um had a
16:30business that sold to newspapers and
16:32Brilliant guy and basically he was
16:34trying to transition them from print ads
16:36to give them a second ad product that
16:37was digital so he's like he could
16:38convert all of their uh print ads into
16:41digital ads onto their website and so it
16:43makes sense it's like you know it's AV
16:44on guard it's like hey you just have
16:46another product you can now sell you
16:48don't have to do anything you just make
16:49more money like it's a good offer the
16:51problem is that newspapers at least in
16:52the US were shrinking by 25% per anom
16:55every year compounding the wrong
16:57direction 25% a year and so now if he he
17:00had to gain 25% market share every year
17:01just to keep his company the same size
17:03because people were just going out of
17:04business even it's in the digital space
17:05which is the growing PA right but they
17:07didn't have any money to pay for that
17:08service yeah and then the final one is
17:10uh if I had to pick between two things
17:13I'd rather have one where people are in
17:15pain and so you good at dra excent um is
17:20is you want searing hot pain whenever
17:22you can and when I say pain it doesn't
17:24necessarily mean like people are like oh
17:25my God like you know I've got cancer I'm
17:27going to die but just that the
17:29annoyances of taking out the trash every
17:31day it's like it's just the problems are
17:32things that people would rather not do
17:34and again it's going to be things they'd
17:36rather not learn or just things they'd
17:37rather not do and those are the easiest
17:38things now when you combine these things
17:41together is when you can charge a lot
17:42more like if it's just like a lot of
17:44times when you start out like very very
17:46early days you probably don't know
17:48anything that other people don't know
17:49I'm just being real right and so a lot
17:51of the the the earliest businesses you
17:53start are are what you know we' probably
17:55consider Blue Collar businesses so it's
17:57like it's cleaning it's it's lawn care
17:59it's painting um these are not you know
18:03you can learn how to do it in a weekend
18:04but that's okay because business takes a
18:07really long time to learn and so it's
18:08like okay well at least let me I'll just
18:09have something simple that I can do here
18:11and then I can learn all the other
18:12skills around business by practicing it
18:14and so I just these are kind of the four
18:16characteristics of if I'm going to get
18:17into a market I want to make sure that
18:19they've got the money they're easy to
18:20find it's growing and they're in pain I
18:22hope you writing this down folks I wish
18:25i' done this when I was younger I mean I
18:27I built a service business we talking
18:29about it off camera and sometimes you
18:30you're selling so hard to a market that
18:32doesn't have enough money it's so much
18:35harder anyone's going to faed it sales
18:37if you if you put yourself in a place
18:38where the people don't have enough pain
18:39they got too many choice too choices you
18:42got to have that pain to create the
18:43closing situational selling and this is
18:46actually um I think this will be really
18:48relevant for your your history with the
18:50creative agency so there's this story
18:52that I really like a lot where a father
18:54gives his son an old car you might have
18:56heard this one um but father gives his
18:58son an old car and he says if you want
19:00you can sell it and then you can take
19:01the money and you know buy yourself some
19:03what something else and so he says why
19:05don't you go down to the um the pawn
19:06shop and see what they'll they'll give
19:08you and so he you know kid goes comes
19:10back and he looks a little bit down he
19:12he's like what's up he's like oh they
19:13said they'd give me 2500 bucks he's like
19:15all right well go to the dealership see
19:16if you can trade it in there for you
19:17know for something else so he goes there
19:19comes back he said well hey they they'll
19:21give me $5,000 he's like okay that's an
19:23improvement uh and he says hey why don't
19:25you go down to the uh the old the old
19:27Collectibles uh Auction House see see
19:29what they'll do and so the kid goes
19:31there and he comes back and he's he
19:32comes back he's jump for he's like Dad
19:34you won't believe it you won't believe
19:35it he's like they say this is an old
19:36collectible car and it's worth $100,000
19:39and he was like the biggest lesson here
19:40is that sometimes it's the exact same
19:42thing but who you sell to changes
19:44everything and So within the services
19:47that you have if if Simon had gone back
19:50and sold to really small businesses the
19:52like branding and creative and logo
19:54design and things like that I would bet
19:57that the vast majority of those
19:58businesses couldn't appreciate what the
20:00service was and what the value of even
20:02branding is to begin with because they'
20:03be like yeah but how's this give me
20:04leads and only a more advanced business
20:07can appreciate the upside of how much uh
20:10return on Advertising return on
20:11throughput you get by having kind of a
20:13brand halo effect but you have to be of
20:14a certain size and so if you had that
20:16skill set and then you were like hey
20:18Alex Simon I started my business but no
20:20one wants to buy it the first question
20:21we'd probably ask is okay well are you
20:23good at your thing and if if you check
20:24the box he like yeah I think this guy's
20:26good well who are you selling to it's
20:27like well I'm just tring to sell to uh
20:29to local lawn care services it's like
20:31well that's un that's not surprising to
20:33me that they wouldn't buy but in that
20:34moment you might think oh I suck at
20:36business you were just selling to the
20:38wrong people and I think that's why this
20:39is so important is making sure who you
20:40sell to is one of the biggest levers
20:42that you can have on success can I tell
20:43another story yeah go please so there
20:46was a um a cro company that came through
20:48here um that we were looking at to
20:50invest in and it was it was great so
20:53this guy was a really good coder really
20:54good CR you know conversion optimization
20:56for websites and um um he had a really
20:59really cool business but what was
21:01interesting is he and I had this
21:02conversation we said oh yeah when I work
21:04with a million-dollar year e-commerce
21:05store and I you know raised their
21:07througha by 10% he's like it only adds
21:10$100,000 to the business he said but
21:12when I go to an e-commerce store that
21:13does 100 million and I add 10% it's the
21:14same amount of work he's like I had 10
21:16million to the business and so I can
21:18charge so much more money for the exact
21:19same work because in a very real way it
21:21is more valuable I did create more value
21:23but it wasn't because of me it was
21:24because of them and so one of the
21:26biggest leverage you can have on success
21:27is doing the same work for better people
21:29yeah I you know the stories really
21:31really resonate with me and again I wish
21:32I'd heard you speak uh 20 years ago I I
21:35remember um when I first started the
21:36business we were selling graphic designs
21:38we go to someone do you want a logo do
21:39you want a brand and they pay a certain
21:41amount and I I managed to get quite good
21:42fees out of it because we were good but
21:44then one day I gave ideas to someone for
21:46free yeah and they said oh I would have
21:48paid a lot for that and what I realized
21:50is we shouldn't be selling the creative
21:52we should selling the concepts the
21:54creative is almost like a commodity so
21:56we started selling the ideas that's
21:58where we were getting millions of
21:59dollars from and then the execution was
22:01like well lots of people could design it
22:02now you just give them the brief you
22:04know go fer and they'll they'll go make
22:05exactly that got commod which by the way
22:07is a little bit unfair cu the actual
22:09creative part is really tough but people
22:11don't value it and pain isn't pain is in
22:13the idea so we go to CNN and give them
22:16an idea they well that's that's valuable
22:18but just the execution almost is
22:20secondary so you can always take your
22:21existing service and just tweak it a bit
22:23and you'll get a lot more uh out of it
22:25if you do that all right so people
22:27hopefully have made a list of who
22:29they're going to sell to and what
22:31they're going to sell what's next in
22:33this so now we got to get them to buy so
22:35it's like this is all great you know
22:37we've got some of these character traits
22:38we decideed to start taking action we
22:40figure out who we want to sell to we
22:41figure out what we want to sell so now
22:43and we're going to write there we go I
22:46need to have a purpose in this see this
22:48is it I get to
22:49write one and so now we got to give to
22:52buy and so uh I know s you've got your
22:54you've got your sales framework the one
22:56that I've been teaching for years is is
22:58uh is closer so there are a million
23:00sales Frameworks out there this is just
23:02the one that's it's just consistently
23:04work for me teaching uh you know teams
23:06of guys out in the road whatever um and
23:09for years I actually just taught clothes
23:11and it was only uh probably in the last
23:13four or five years that I added the r on
23:14there hope you trade mark this I don't
23:17know who knows
23:18CL I hope everyone just learns how to
23:21sell um so the first thing is is like
23:24basically okay now that I'm in front of
23:26this who and I've got the what how do I
23:27get them to give me money and so this is
23:30basically a structure for our
23:31conversation which is the first thing
23:33that we like to do is clarify why
23:34they're there so the person and the nice
23:37thing with any sales conversation is
23:39that there's always something that
23:40someone has done to indicate interest
23:42like you can't unless someone is still
23:43listening to you they opened the door
23:45they clicked on the email they responded
23:46with with a comment they dm'd you they
23:48opted in on your site like someone has
23:49to take some initial uh move towards you
23:52in order to they they indicate interest
23:55and so all you have to do then is just
23:56ask them why so say hey why did you why
23:59did you respond to my post hey why did
24:00you why did you DM me hey why did you
24:02opt in on my site and you're just asking
24:04them why you're clarifying the problem
24:06right and so the second step and this is
24:09all listening right you're just asking
24:10questions so what brought you in today
24:11what was the main reason what are you
24:13struggling with right now and then and
24:15this is just a very small step but super
24:17important which is we label them with a
24:19problem and say okay I got it John uh so
24:22it sounds like you're here and you want
24:25to get here and this has been the thing
24:27in your way does that sound about right
24:29and this is also active listening so for
24:30me from a rapport building perspective
24:32if you say back to someone what they
24:33just said they're like oh this guy's
24:34great this guy this guy's brilliant
24:37charismatic exactly and so we label them
24:40or problem and we have you're here you
24:42want to get here here's the scap okay so
24:44then and this is just out of just
24:46experience um we overview the past
24:49experiences that they've had and I call
24:50this the pain cycle and um I didn't know
24:54why this worked I just knew that it did
24:56work and so so the key Point here is you
24:59say hey so what have you done so far to
25:01try and solve this what have you done
25:03and then they're going to start listing
25:05out I did this and then we just ask okay
25:08well how'd that work for you and then
25:10obviously they're talking to you so it
25:11didn't work so it's a loaded you know
25:12like you're you're just pushing on this
25:14pain getting them to realize it yeah
25:16basically yeah and so I have this um
25:19fundamental belief that all salespeople
25:22are just motivational speakers
25:23fundamentally just on a one-on-one basis
25:25and so all we're trying to do is
25:26motivate someone to take action and so
25:28if you know that at least for me if I
25:30think that that's that's what it is it
25:31just comes down to motivating someone
25:33then what creates motivation and so I
25:35spent a really long time trying to think
25:37through this but it's actually the
25:39opposite is what creates motivation
25:42deprivation creates motivation so if I'm
25:44starving then I'm very motivated to eat
25:46if I'm if I'm exhausted I'm very
25:48motivated to sleep and with that same
25:51concept what we want to do is basically
25:53remind them we want to deprive them
25:55remind them of how deprived they are of
25:57this thing and how much pain they've
25:59gone through up to this point and so we
26:02try and ask them what they did ask them
26:04how that worked ask them what they liked
26:06and what they didn't like about that
26:07thing when they say the things that they
26:08liked you associate that with oh I think
26:10if you like that you're going to love
26:11this and if they hated that it's like oh
26:13that's great I understand why you
26:14struggle with that because later we're
26:15going to take notes of that and we're
26:16going to make sure that we don't talk
26:18about that stuff if we have anything
26:19similar to that in our product and so
26:21after we've gone through this pain cycle
26:22and you just keep asking anything else
26:24you've done anything else you've tried
26:25until V is like no that's that's about
26:26it they say awesome John
26:29I think that you're going to love what
26:31what we've got for you can I tell you
26:32about it so this is where we asked for
26:34permission to make the sale and so um I
26:36go sell the vacation so I have this
26:40little moniker about um selling that a
26:43lot of people sell the plane flight and
26:46not Maui or Hawaii or whatever your
26:48vacation spot is and so they they then
26:50go right into you know jargon they're
26:52like oh we're going to we're going to do
26:54these color tones and we're going to
26:55have this palette for your logo and like
26:57they're like what is is going on but
26:59what people want it's you know people
27:01don't want to buy drills they buy holes
27:03right the drill is just a vehicle and so
27:05what we want is to talk about the the
27:08the the the light Breeze in their hair
27:11what it's like at Sunset what they're
27:12going to feel like when they've got
27:14their feet in the sand and they're
27:15drinking the cold you know my taii at
27:18the beach and they're with their loved
27:19ones and making a memory that they'll
27:20have for the rest of their lives so so
27:22the sizzle nut steak it's a simple we
27:24exactly but what we don't want to sell
27:26is the TSA the plane checking take your
27:29shoes off the guy farting next to you
27:30the terrible I don't know why they have
27:31sell planes flying in the air that's not
27:33the enjoyable B is it unless you're in
27:34business class maybe but I really it's
27:36not enjoyable why do they settle that
27:37every Airline listening should change
27:39right now what they're doing and so I do
27:41something that I call a three-pillar
27:42pitch and so I almost always try and
27:46chunk up my basically my selling points
27:49to three points why three I don't know
27:51but three is just always worked really
27:52well and so the three-pillar pitch I
27:54like to have basically one statement and
27:56then a metaphor and so if there's and I
27:58used to teach this for Fitness sales all
28:00the time so it's like there's three
28:01things Fitness Nutrition accountability
28:03and with that it's like you want to have
28:04a three-legged stool that if you're
28:05missing one of the sides it's not going
28:07to work right and so it's like if you
28:09just work out then you're and you're not
28:11eating well then you're going to it
28:13doesn't matter you're not going to lose
28:14weight if you just eat well but you're
28:15not working out you're going to lose
28:16muscle and you're going to rebound back
28:18is that right and if because we just
28:19knew about their pain cycle they're like
28:20yeah I've had that happen before like no
28:22exactly so you know that and if I give
28:24you the best fitness and the best
28:25training in the world I say the best
28:27fitness and the best nutrition plan in
28:28the world but you don't actually do it
28:29cuz no one holds you accountable it's
28:30not going to happen either and so you
28:32got to have all three and when you have
28:33all three you can't lose right and so
28:35that's the three pillars and so when I
28:37would create scripts for I was to like a
28:39completely opposite script I made a
28:40script for a B2B mortgage sales company
28:41and so I was like okay they were selling
28:43leads to uh Realtors and so it's like
28:45okay so I spent the whole morning I was
28:46like what are the three things it's like
28:48okay you want leads that are exclusive
28:49to you you want them to be qualified and
28:51you want them to be timely you want them
28:52to be like they just stopped it in
28:54they've got they're really interested
28:55and no one else is calling them but me
28:57that's what you want in leads and so
28:59it's like these are the three things and
29:00so then for each of those three things
29:02you then just make one analogy or story
29:04that relates it and so if I wanted to do
29:06you know explain accountability I would
29:09say okay have you ever heard of The
29:09Amazing Race it was a show that happened
29:11even if they had doesn't matter they're
29:12like yeah so there was actually this
29:14this couple that won so many times they
29:16had to change the rules do you know what
29:17they did differently they're like what
29:19he's like so what they did was whenever
29:20they land into a new area and they had
29:22to find the new location they would
29:23immediately grab a local and say hey can
29:24you get in the back of the car and just
29:25tell us where to go and by doing that
29:28they always beat everyone else and so
29:30the thing is is that you want to guide
29:31and so that's exactly what we're going
29:32to do with the accountability and so I
29:34have like six different accountability
29:35stories but that's one of them right and
29:36so it's like you just want to have one
29:38story for each of the pillars and then
29:39you just say does that make sense they
29:41say yes and then you just move on to the
29:42next pillar and you'll notice that like
29:44at least for me especially in high
29:46volume transactional sales so I would
29:47say like b2c sales consumer sales where
29:49it's you know oneandone kind of sales I
29:51found that like when I'm like on fire in
29:54terms of selling the person's walking
29:56out the door and they're super excited
29:58they're like I don't even know what I
29:58just signed up for because the thing is
30:00is that like the more and the weeds we
30:02get the more questions they're going to
30:03have about it and as long as you're
30:04confident whatever it is that you sell
30:06just know that you're going to take care
30:07of them because you explaining the
30:09macros and the calories and the rep
30:10schemes like they don't even know what
30:12it is anyways and so they're going to KN
30:13along and try and ask questions they
30:14don't even know why they're asking the
30:15question like what kind of
30:16certifications you have we just ask
30:18which ones you're looking for and
30:19they're like like right so you're just
30:21they want to seem like they're in like
30:22they're asking informed questions but
30:24they just don't know what to do and so
30:26we do a three-pillar pitch and and then
30:28we say great so then we transition to
30:29the close so we ask for the sales that
30:31makes sense awesome you want to get
30:32started on Monday yes or no whatever and
30:34then you start moving through it now if
30:36they say anything but
30:39yes away says explain away I'm writing
30:42vertical concerns all right so you want
30:45to explain away they're concerns and so
30:48most concerns mind if I eras this top
30:50here so most concerns at least as I I
30:52think through them is you've got timing
30:54concerns which is I'm really busy right
30:56now you've got um uh preference concerns
31:00which is I don't like this particular
31:02thing about your solution you've got uh
31:04money right you've got money SL Roi
31:07whatever you've got stalls which is uh
31:10sounds similar to timing but completely
31:12different which is can you give me some
31:14time to think about it versus I don't
31:15have time they both have the word time
31:17in it for sales guys off finally you
31:18want to just cover past experiences and
31:21so this is where I I signed up with a
31:23creative agents you just learn like
31:24yours and they burn me so so you want to
31:25make sure that you have something to
31:26overcome um that particular thing and so
31:29once you understand what the core things
31:32that people have in that they present
31:35with that are the reasons why they don't
31:37want to do something you just need to
31:39understand the logical arguments for
31:40each of these these bullets so with
31:42timing uh this is all about priorities
31:44so everyone's got the same times you
31:46just say hey how important is this to
31:48you okay then it means that there's
31:50something else in your 24 hours a day
31:51that we need to trade that's less
31:52important than this as long as you
31:54explain that to them then you're good
31:56preferences is they want your result
31:58their way if you change the variables of
32:01the way that I do it if you just want to
32:02do Fitness and Nutrition not
32:03accountability then you're not going to
32:04get the result so if you change the
32:05variables you change the outcome and so
32:07it's just like always thinking they want
32:09my results their way you can't uh you
32:11can't just I mean the amount of times
32:13I'd have you know ladies trying to lose
32:14weight be like can I just eat what I'm
32:16currently eating and then do your
32:18program and I was like no because what
32:19you're currently eating is getting you
32:20what you're currently getting right and
32:22so then we have Roi which uh we solve
32:25with logic proof and payment terms so
32:30logic is just understanding like if this
32:32does this is it worth it okay so if it
32:34is then the problem is that they don't
32:36believe you and so then it's all around
32:37proof like how many different varieties
32:39of testimonials can I demonstrate that
32:40are as similar to them as possible to
32:42get them to believe me and you know we
32:44have our little belief breaking formula
32:46but I won't even get into that uh and
32:48then you've got uh payment terms so it's
32:50like okay the person logically
32:51understands they believe they could
32:52happen then it just gets into Logistics
32:53of payment which is like okay can you
32:55break this up for me can I do half now
32:56half later whatever you've got stalls
32:58which is again I need to think about it
33:01um but here what we do is we walk them
33:02through a logical decision so we say
33:04okay do you think that you'll be more
33:05successful uh if you do this than if you
33:08didn't do it yes okay do you think that
33:10uh if you do it on your own versus doing
33:12it with us you will get close to your
33:13goal yes do you have access or know
33:15somebody who has access to the money to
33:16get started yes yes yes great then you
33:18made a logical decision and so a lot of
33:20people are just afraid of making
33:21mistakes and so um with stalls we want
33:24to figure out what the fear is and so
33:26the number one triage question that we
33:27ask is if you have less Rapport we just
33:30say what's your main concern if you have
33:31a little bit more Rapport I just ask
33:33like what are you afraid of having
33:34happen and you can lower your voice a
33:35little bit they're like I just don't
33:37want my husband to say that I spent
33:38money on this thing again you're like
33:40totally understand what if this is the
33:43thing that 5 years Som now you look back
33:44on and you're like what if I hadn't done
33:46that and you're sitting there completely
33:48changed your lifestyle and you you know
33:50your husband and you guys are so much
33:51better now I was like what if you look
33:53back on this one moment because I think
33:55about this with my wife I'm I'm swiping
33:56on my phone if I had left on the app and
33:59I hadn't met Lea my life would be
34:00completely different than it is right
34:01now eight or 9 years later and so it's
34:03like I just don't want that to happen to
34:05you like oh man okay and so then I
34:07didn't know you met an app did you
34:09should give him a plug who was it it was
34:10Bumble oh really there you go Bumble
34:13hold on and so this is uh so if someone
34:15has a past experience so hey I I worked
34:16with a creative agency before and it
34:18didn't work therefore you won't work
34:20yeah and so I have yet to have a an
34:22overcome here um there's also decision
34:25maker I use I use for this one but oh
34:29this one's killer so I'll tell you how
34:30to do it so um with Bern you twice you
34:33just say listen you had something bad
34:36that happened in the past and the only
34:38thing worse than having a bad investment
34:40is letting a bad investment prevent you
34:41from making a good one right right now
34:43great and so then we do a metaphor so
34:44it's like hey are you married a lot of
34:46times if you're old like they're like
34:47yeah you're with somebody yes okay did
34:49you ever date anybody before that person
34:51yeah you ever da like middle school or
34:52high school yeah yeah now imagine after
34:55your first Middle School boyfriend or
34:56girlfriend you said
34:58so it just means that that person wasn't
34:59right for you it doesn't mean that all
35:01people aren't right for you and so
35:02there's a big difference and so they're
35:04I get it it's like you don't want to let
35:05that person burn you twice once for when
35:06it happened and once when it stops you
35:08from having the good thing and then
35:09there's decision maker which is uh I
35:11don't have the authority to make the
35:12decision I don't bring that one up
35:13because it's one of the hardest ones to
35:14overcome and people have a lot of uh
35:16harsh beliefs in the comments about how
35:18I overcome this stuff cuz they're like
35:20you should always get permission from
35:21this spouse and it depend if you're
35:22buying a house yeah you're going to need
35:23permission from the spouse kind of
35:25yeah and so obviously you want to bring
35:28that person if you know that whatever
35:29you sell requires somebody else you want
35:31to make sure the decision makers are on
35:32the call but there are times when you're
35:34in a selling situation where like you've
35:36got one shot and so for us I try to
35:39overcome decision maker um or authority
35:41to make the decision by by first saying
35:44okay well uh what if they say
35:47no and so if I have a guy I'll lean into
35:50his ego and i' be like what if your wife
35:51doesn't give you permission yeah better
35:52ask to forgiveness than permission I
35:54used that at the very end yeah yeah but
35:56yeah so what if she what if she doesn't
35:57give you permission cuz then it makes
35:59them really and they're like no I could
36:00it's like oh great let's get you going
36:01you know what I mean as soon as they
36:02bounce back you're good but if they say
36:04no I wouldn't do it then you say well
36:05what do you think they'd be against so
36:07now I'm still not on I'm now isolating
36:09towards variables like what like what
36:10are the actual things that they would
36:11say no to because I can overcome that
36:13not the decision and so they're like oh
36:15they'd be over you know it'd be this
36:16particular thing but now I'm off
36:17decision now if they're still like no it
36:19it it doesn't matter it's like okay well
36:20just do they know that you're here right
36:22now they know that you're struggling
36:22with this thing yeah they know that
36:24you're struggling are they are they are
36:25they do they approve of that they don't
36:28know they don't approve of it they're
36:29not happy that I'm that I'm struggling
36:30with this it's like oh then why would
36:31they be against something that they
36:32already don't approve of so they go
36:33relying on past agreements so it's like
36:35you you already have the permission they
36:36know that you're struggling why wouldn't
36:37they want you to solve it and it's like
36:39well if your wife's anything like my
36:40wife like we end up making it work in
36:42the end anyways right and then we'll go
36:44into um I think you I think you might be
36:47asking for permission instead of
36:48support deep psychology get started to
36:51be marriage counselor is it it's time
36:54you stood up for yourself you know like
36:55well cuz then you play it out you say
36:56listen because if you if you don't do
36:58this and you don't do it because of your
36:59wife or whatever cuz let's say you go
37:01home and she says no okay fine well play
37:04this forward 5 years your business isn't
37:06in the place you want it to be you're
37:07not the weight you want to be you have
37:08this back pain you whatever the thing
37:10that you sell around is it's like 5
37:12years from now who are you going to
37:13blame you going to blame her you going
37:15to blame you I don't think it's fair to
37:17either of you because at the end of the
37:18day it's your life and you got to be
37:19able to make these decisions now again I
37:20just think and this is where you go into
37:22like I think you're asking for
37:23permission when you really just give
37:24need support by the way Amazon do a
37:26brilliant job of TI Tak most of these
37:28off but just saying we'll give you a
37:29refund you can send it back and it won't
37:31cost you anything so my wife gets a
37:32package a day and she's like don't worry
37:34if I don't like it I can send it back so
37:36like I don't object and it's like okay
37:37fine you know I don't see much going
37:39back but the point is you can just get
37:40rid of it money back guarantee or giving
37:42people some comfort oh 100% yeah or
37:44delay or you can do a delay pay with the
37:46payment term you say hey just say yes
37:47now sign the contract I'll delay the
37:49payment till Friday and between now and
37:51then if you go home and your husband
37:52says no sweetie I want you to live 10 10
37:54years less long I want you to be fat I
37:56want you to have generational unhel Die
37:58Young yeah exactly if he says that you
37:59call me out first I'll talk to him
38:01exactly and so I make some jokes about
38:03it and then the final one here is let's
38:05assum you explain a way they're
38:06concerned they're like yeah I want to do
38:07it um and I added this one later which
38:09is you reinforce the
38:12decision and so one of the the major
38:14things that happens and I I had to add
38:16this in because I wanted my sales guys
38:17to make sure that they completed the
38:18transition or the handoff to customer
38:20success in onboarding and until I had
38:22this it was just like explain their
38:23concerns close the deal and then it was
38:25like I'm done and so it was like no we
38:27have to bridge this we have to reinforce
38:29that they made a great call so say hey
38:31right now I'm going totr you to Sarah
38:32Sarah's going to get you started hey
38:33Sarah this is John John's trying to
38:35retire his wife John's trying to get in
38:37shape for a wedding whatever it is um
38:39Sarah's going to help you take the next
38:40steps now then Sarah is going to start
38:42the onboarding conversation of how do I
38:43relate the actions that this person has
38:45to take with their goal and say hey
38:47we're going to help you retire way we're
38:48going to help you get look good for that
38:49wedding but these are the first three
38:50steps anyway so that's so that's how you
38:53get people to give you money in England
38:55there's a new gym that's open up called
38:56third space and one of the things
38:58they've done is they've also limited
39:00Supply so they basic I went there it's p
39:03gym it's like $1,000 a month for it and
39:05they're like we don't have his space
39:07right now yeah but put you on the
39:08waiting list and then and then a few
39:10days later they ring you up say
39:11someone's just left but do you want it
39:13now yeah and that's actually a brilliant
39:15I'm like yeah okay I'll do so limiting
39:17suppli is another element great I hope
39:19you're enjoying the podcast of Alex I've
39:20just written a book guys it's taken me
39:2135 years to get all this knowledge and I
39:23put it all in here it will help you
39:25remove any subconscious bias you have
39:27for stopping you from starting your
39:28dream the keyy in this book that I want
39:30you to learn is if you want your dream
39:31to happen you've got to make other
39:32people's dreams happen first the link is
39:34down in the description it would mean a
39:35lot to me if you bought it all the
39:37proceeds from this book I'm giving away
39:38to fun dreams so please buy if you can
39:41now let's get back to the episode of
39:42Alex all right next cuz that was awesome
39:45so how many times they buy so um now we
39:48want to get them to obviously buy again
39:50because um I think Dan Kennedy said this
39:51and I just love this quote he says you
39:53don't you don't get customers to make
39:56sales you make sales to get customers
39:59and so the idea is that once you have a
40:00customer then you want to get them to
40:01buy as many times as seemly possible and
40:04so at this point there's so many things
40:07that you can do um to make a business
40:09make more money right and so you've got
40:12get this out the way
40:13again yeah yeah so one is that you can
40:16increase the price of whatever you have
40:18I'm just talking about eight different
40:19ways that you can make more money um to
40:20get them just basically make more money
40:22from any customer so one is that you can
40:23just charge more the second is that you
40:25decrease the cost of whatever you sell
40:27so so if you have a service you can
40:28either pay people L that's usually not
40:30the right idea but you can improve the
40:31service ratio of how many customers to
40:34every rep you can add Tech in order to
40:35make their jobs easier um you can go
40:37offshore things like that the next one
40:39is you ask them to buy again so you just
40:42do this times two you say hey um you
40:45have that thing do you want to buy more
40:46of that thing you just bought uh one of
40:49my favorite one of my favorite upsells
40:50ever uh the next one is that you can get
40:52continuity which is you say buying which
40:55I see this as a quantity this one as uh
40:58you're they're buying once and then
41:00there's a delay and then a day so this
41:02is a
41:04quantity then you've got
41:06quality which is do you want to buy a
41:08better version of the thing that you
41:10have then we have uh down sell so it's
41:13like hey and this one it's like wait how
41:14do how is this going to make me more
41:16money so down cells make you more money
41:18in that if you you turn a no into a yes
41:22and so okay you don't want to buy the
41:24the the normal Burger do you want to buy
41:25a junior Burger do you want to buy a
41:26smaller one do you want to just buy the
41:27burger not the other stuff okay then
41:29we've got cross
41:31Sals where you sell something different
41:35so I'll go through this whole example
41:37real quick uh but with with a burger
41:39store because everyone can understand it
41:40so I can take my burger and make it more
41:42expensive I can lower the cost of each
41:45burger for myself I can get them to buy
41:47two burgers I can get them to come back
41:50again to buy another burger or put them
41:51on a burger subscription so this would
41:53be through like follow good idea for
41:54business idea Burger subscription
41:55business in and out should do that what
41:57they yeah did you did you eat it there
41:58today it's great not today we have to
42:01there's no Su sure yeah I don't know
42:03what's in it but it's not sugar don't
42:05it's me either but anyway you can have
42:06uh you can you can increase the quality
42:08of the meat you he oh this is mystery
42:10meat Burger you can have Sirloin you
42:11know Burger that's ground up mystery
42:13meat yeah we can go uh lower quantity so
42:16this is uh making it smaller oops sorry
42:19that's you know what is quantity there
42:21you go and then you can lower the
42:22quality all right now I don't like
42:24saying lower quality but it's a more
42:26economical this is a HP strategy for all
42:28their printers they start off as really
42:30good printers that never break don't
42:31need an ink cartridge and they reduce
42:33the quality so you need ink cartridges
42:34and you need the faster one not the
42:36slower one they make it slower so you
42:38want to buy the faster one and so uh you
42:41you get the smaller Burger so you have
42:42less uh or you go from regular meat to
42:44just completely questionable like what
42:46is this thing uh or you say okay what
42:48are the cross cells well do you want uh
42:50fries with your burger do you want a
42:51drink with your burger and so those are
42:53basically the eight ways that you can
42:55get a customer to buy more stuff and so
42:59the whole process though especially if
43:01you're selling doing a cross out which
43:02is very common in terms of what people
43:04are thinking about selling next is that
43:07there's a problem solution cycle that
43:10exists in business which is that if you
43:12actually solve a problem with whatever
43:14you do you also create another problem
43:17so all problems all solutions create
43:19more problems all problems create
43:20Solutions and so if you do accurately
43:23solve it so let's say I um like let's
43:26say someone has the burgers and all that
43:28stuff well once someone's full then I
43:29created a uh a dessert problem right
43:32right which I can solve you know with uh
43:34with my milkshake or my ice cream cones
43:36or whatever right just to use the very
43:37simple example but if I solve the
43:39traffic to someone's site then the next
43:41thing they're going to need help with is
43:43sales the next thing they're going to
43:44need help with is delivery there's
43:45always going to be something else that's
43:46going to happen you know if you if you
43:48help someone lose 20 lbs the next thing
43:50they're going to want is they're going
43:50to want to tone up or they're going to
43:51want new clothes there's there's a ton
43:53of things that happen as a result but
43:55there's um another piece that I'll bring
43:57up here which is something that I've
43:59learned over and over
44:01again which is that people enter hyper
44:03buying cycles and so let's say that I
44:06sign up for a marathon right if I decide
44:09I'm going to start a marathon and then I
44:11go to the the shoe store the running
44:12shoe store and I say hey I want some I
44:14want some running shoes if that business
44:15owner it's like well well they just
44:17bought the running shoes I don't want to
44:18I don't want I don't want to scare them
44:19away I don't want to seem too salesy
44:21well what are they going to do they're
44:22like well I still need the iPod thing
44:24for my for my shoulder so that when I'm
44:26running I need new tank TOS I need
44:27running shorts um I got to have uh you
44:30know the the app that tracks my progress
44:32whatever it is right and so and I've got
44:34to have those gels that I whatever
44:35marathon runners eat but the thing is is
44:37that if you don't sell it they're going
44:40to buy it just not from you and all of
44:42this going to happen in a very short
44:43time cycle they're going to make the
44:44decision I'm now a marathon runner and
44:46so I need to get all the stuff
44:47associated with that you buy a pet
44:48there's a zillion things you buy you go
44:49to a wedding there's a zillion things
44:50you buy like whenever someone makes a
44:52decision to enter it like basically they
44:54have a new identity that then Associates
44:55with whatever purchases they're going to
44:57to make they enter this cycle where they
44:59just buy lots of stuff and you want to
45:02be there right at that moment to make
45:04that next offer again and again and
45:06again and offers are only bad if you
45:10present it at the wrong time or it's not
45:14a need and so that's why we don't try
45:16and sell them we make the offer we
45:17present it if they're not into it no big
45:19deal and so that's at least how I think
45:21through um upselling and getting more
45:23out of every night stores do this so
45:25well you know they put the socks on the
45:27out to check out right they put the and
45:29all that stuff and brand brand plays
45:31such an important role in this because
45:33once you've got trusted then people want
45:35to buy from you cuz they know you know
45:37your shoes are good quality well your
45:39tops are probably good quality your
45:40socks are probably good quality your arm
45:41band's going to be good put my iPhone in
45:43so who helps you isn't that next yeah
45:47yeah who helps you that's it who helps
45:51by the way um we have a platform that
45:53helps people it's the hardest thing
45:54we've noticed for people to actually ask
45:55for help love giving help that's the
45:58shocking thing but people don't ask for
46:01but but what's your take on it so who
46:03helps you so the the way I think about
46:06this is you have you have four ways you
46:08can let other people know about stuff
46:10right so you've
46:12got you got oneon-one
46:14uh and then you got one to many it's
46:17people who know
46:19you and people who
46:22don't and so one one to people who know
46:24you is warm Outreach so you just text
46:28your friends you DM people you email you
46:30call whatever you've got one to many to
46:33people you know you which is posting
46:35content that you make a post to your
46:37Facebook page and you say hey this is
46:38what's going on in my life one to one to
46:40people who don't know you is cold
46:41Outreach so that's cold calling cold
46:43emailing cold
46:44whatever and then you've got one to many
46:48uh to people who don't know you which is
46:49paid ads and so these are the only four
46:52things that any one person can do to let
46:54other people know about their stuff you
46:56can talk at events the similar things
46:57put oh yeah totally and so once we know
47:01this this is how we advertise to
47:03anything um to get customers then it's
47:06like okay well we do the exact same
47:08process to get employees and so you need
47:10a team that's going to help you and so
47:11in the beginning a lot of times you
47:13start by reaching out to people you know
47:14and saying hey friends family do you
47:15want to help me with my business um and
47:17then you probably make a post and say
47:19hey I'm hiring you know anybody who
47:20knows anybody please like make the
47:22introduction um and then you start
47:25running ads on job boards and saying hey
47:27uh I've got this great thing please
47:29apply it's great and then when you get
47:31more advanced you start head hunting uh
47:33and you start looking for people who are
47:36really good at that thing and these are
47:39typically in my experience these are the
47:41highest value uh and the hardest but
47:44it's just like it's just like the sales
47:45that you made with apple it's like these
47:47people sometimes it takes 2 three years
47:49to get that one killer on your team but
47:51that person can just build an entire
47:53division or anire department and just
47:55continue to scale and so it's basically
47:56taking the same concept that you have
47:58with advertising at customers and
48:00applying it to employees now I have a a
48:04little another framework if you're good
48:06with it yeah um so you've got lead gen
48:09how you get uh how you get customers
48:11right and then you've got
48:13nurture you've got
48:14sales and you've got
48:16onboarding and then you've got uh
48:19retention SL oops SL ascension all right
48:21so they you retain them and you upsell
48:23them okay cool everyone a lot of people
48:24at least in business understand this
48:26pipeline but they don't know that they
48:28already have all the skills just like
48:29all the things that you do to currently
48:30cut customers you already have the
48:31skills to advertise to get people to
48:33help you out and so then all this is is
48:35just application generation which you
48:37use the same core 4 that we just went
48:39through nurtur is the same is that you
48:41should be nurturing so fun facts SOA
48:43might have shared it yesterday but like
48:45a candidates take on average eight days
48:47to find a job and B candidates and Below
48:49take 30 days plus and so if your process
48:52of getting someone from the first uh
48:54engagement to getting higher takes
48:55longer than that then you're by
48:57definition getting B players and Below
49:00now I'll say my only exception to that
49:01is if you're hiring C Level and up it
49:02just takes a very long time but you want
49:04to make sure that the communication
49:05still rapid between those things they
49:06probably make a decision quite quickly
49:07they might have a notice period That's
49:08longer but they might still make a quick
49:09decision and so the application nurture
49:12here is that like a lot of smaller
49:13businesses like they should they should
49:15be honored to work for me they should
49:17they should be calling me I'm going to
49:18put a 100 steps of friction it's like
49:20well okay you're just going to get fewer
49:21applicants well like you say a a won't
49:25get a players you get players they just
49:26want to deal with it and so sales this
49:28is the interview and so a lot of people
49:30are like well tell me why you should
49:31work for me that really only works for
49:33low-level individual people at a certain
49:34level you're selling them just as much
49:36on why they should work for you as they
49:38are on on them and that's that comes
49:40with talent because the higher the level
49:41of the talent the more options they have
49:43they don't I'm not I know you know but
49:44I'm just saying it's so it's it's so
49:46this thing I don't I don't want people
49:47to miss it because a lot of people don't
49:48understand when they're recruiting
49:49they're selling and and I work
49:51personally so hard to get good people
49:53like it's the hardest job people don't
49:56apply sales process to it the they sit
49:58back and say well tell me where you
49:59going to be in 5 years or while you're
50:00good for my company and people just
50:01don't give a [ __ ] good people be like
50:03well you why why should I be here yeah
50:04yeah right why should I spend my next
50:06five years here totally and onboarding
50:08is the same you onboard employees the
50:09same way after someone takes the job
50:11they accept the offer they sign the
50:12paper workk it's like great now we have
50:13the onboarding here's all the passwords
50:15this is what it's going to look like and
50:17typically people do I think people do
50:19this backwards which is they basically
50:21bring people on and say good luck uh
50:24whereas the basically the more work you
50:25do up front the less work is required
50:28over time in order to get someone to be
50:29proficient at whatever their work is you
50:30do a big onboarding we're super big on
50:32onboarding anything particularly on
50:33onboarding you think really useful
50:36honestly it's just a lot of touch bases
50:38I mean the first two weeks they're
50:39probably like managers usually meet
50:40twice a day you know with uh with with
50:43new hires just to say like okay what are
50:45you going to do today at the end of the
50:46day it's like how to go tell me about
50:47the conversations you had and usually
50:49especially it depends on what level of
50:50you know person's coming in anybody
50:52who's maybe director leveling up they're
50:54going to they're going to talk to all
50:55the directors across the Departments
50:56they kind of Shadow a lot of people CU
50:57we want them to get a very good idea of
50:59a holistic understanding of the business
51:00so they can understand where where and
51:03why their work makes a big impact and
51:05then finally you have the exact same
51:07thing which is retention and Ascension
51:08which is how do I keep good talent and
51:09then what's my career path um for them
51:13so they can see their vision of what
51:16it's going to look like in 5 years it's
51:18like listen we're bringing you in a
51:19director but longterm we'd love to have
51:20you as a cro or a VP of this whole
51:23division or something like that and this
51:24is these are the requirements this is
51:26what you would have to do in order to
51:27move up there and again we try to we try
51:29and Define things by behaviors so if
51:31you're doing all of these activities
51:33then you will by definition be this role
51:35and so our way of promoting at least at
51:36acac.com is we want people to just start
51:39doing the role and then the title feels
51:42obvious rather than hey I want that
51:44title okay here's the plan I'd rather
51:46you just go do the next role and then
51:48everyone's like well yeah he he deserves
51:50the title like so everybody else is
51:51already bought in cuz you're already
51:52doing the job anyways and I think it's
51:53the one of the the biggest hacks at
51:55least for those of you who are who are
51:56employees at a company one of the best
51:58ways to move up theya said yesterday
51:59which I absolutely love was growth yeah
52:01give people a chance to grow cuz that
52:03will keep them everybody I've ever lost
52:05in past companies has been because I
52:07didn't have a thing they could do next
52:08yeah so this is brilliant framework okay
52:11keep your advantage all right how would
52:14you keep the advantage well I mean I I I
52:16think for people is always a key part
52:18right it depends on the business if it's
52:20a service business you like if it's a
52:22creative agency business the people
52:24literally keep the client if if so
52:26that's that's one way so you have to
52:27keep recruiting probably never ending
52:29most CEOs are permanently recruiting
52:31that that's the main job right to keep
52:33Advantage I I personally think these
52:35days it's like well if you're not
52:37building a personal brand you're going
52:39to lose yeah I actually think the brand
52:40piece is actually this I think the
52:42keeping your advantage is the brand and
52:44so if we think about the brand as a
52:46virtuous cycle right and so I kind of
52:49think about it like this which is if we
52:51have different levels of communication
52:53so this is you a about you so you say
52:58we're great and people some people might
53:00believe you some people might not so
53:01let's just say you go and watch you know
53:03Godzilla the movie or you know you see
53:05an ad for Godzilla you say okay you know
53:08it looks decent maybe I'll go see it
53:10whatever then it's your friends so your
53:14your friend John sees it and he says oh
53:16it was a great movie or oh it was a
53:18terrible movie this is going to weigh
53:19way more than whatever they said about
53:22themselves and then finally it's just
53:24you say so you go see the movie and you
53:28have a good experience or a bad
53:29experience and so what happens is that
53:31this person then becomes the friend for
53:33other people and either perpetuates the
53:35cycle of advertising uh for the business
53:37and this is what reinforces brand and so
53:39at the end of the day we can make
53:42whatever you know we can we can have the
53:44most brilliant advertising campaign of
53:45all time the best associations the best
53:47celebrity endorsements but if as soon as
53:49people try the food or they try the
53:50product they wear the shoes if it's not
53:52good it doesn't matter it like it
53:54doesn't matter how good all of that
53:56stuff is is is that you have to keep the
53:58edge and I think that's where the the
53:59connection between the brand so it's
54:01like the brand makes a promise That
54:03Remains the Same more or less but the
54:05way to keep the promise changes and so
54:07it's like we want to be the so if Apple
54:09says we're going to have Elegant you
54:10know products that are welld designed
54:12blah blah blah okay that promise has
54:14remained the same for many years but the
54:16way they execute on that promise has to
54:18change right because technology changes
54:21there's new advancements in foam so the
54:22shoes become lighter they become better
54:24fitting and so um from an R&D
54:27perspective what we did uh was that we
54:29we actually had a r& R&D department at
54:31um at gym launch the the company that we
54:33sold um and what we did was I said okay
54:36here's here's your budget and I want you
54:38to spend this money no matter what every
54:40month and I just want you to spend it on
54:42solving our customers's biggest problem
54:44so every month you're going to give me a
54:45list of all the problems that they that
54:46they're saying they have and I want you
54:48to try and wait them is how big is the
54:49problem and how many of them are
54:50suffering from the problem and so we use
54:52a little format which is you might have
54:55seen this one before
54:58which is um let's see you've got
55:03impact got the
55:06expense you've got the the number of
55:08times I can't remember what the r
55:10is and then you've got confidence this
55:12is reach there
55:14reach and then you've got confidence and
55:17so basically with the product it's like
55:19how many people are suffering from this
55:21thing how much are they suffering How
55:24likely is this solution uh going to to
55:26solve the problem and then how much does
55:28it cost us to do it and so with that we
55:30can basically create a power ranking of
55:32okay this thing is impacting a lot of
55:34these people so this is a high high high
55:36priority issue but we don't have any
55:38solutions that we're actually really
55:39confident about we've got a solution
55:41that we're really confident about but
55:42it's really expensive right and so this
55:45is where you basically Factor all four
55:46of these things in into your Innovation
55:49cycle so you say okay this is how we
55:51strategically prioritize uh our
55:53resources to get the best returns and so
55:56if we think about what strategy is
55:59strategy okay so a lot of people use
56:01this word and no one really defines what
56:03it means and so I'm going to Define two
56:05words for the audience that I think will
56:07will make a lot of sense so strategy is
56:10just
56:12prioritization of
56:16resources so when people are like man I
56:19really need a strategy it's like dude it
56:21just means what are my priorities that's
56:22all it is and so if we think about the
56:24universe as having Unlimited things that
56:26we could do but we have limited
56:28resources time money energy effort then
56:31the people who get the furthest in life
56:32are the ones who are the best at
56:33allocating those resources to get the
56:35most bang for the buck and fundamentally
56:37that's what the best strategists are
56:38it's just this big amorphous word that
56:39people Define in all sorts of ways but
56:41that's all it is and so then it's like
56:43okay well if I'm going to prioritize my
56:44resources I want to prioritize my
56:46resources in a way that that provides
56:48the most value and so for customers um I
56:51see value as this value equation which I
56:53taught in the um $100 million offers
56:55book which is I see there's four
56:57variables to Value you've got the dream
57:00outcome like is the thing the thing they
57:01want the need thing that you're
57:03referencing earlier we've got perceived
57:04likelihood of achievement which is if I
57:06buy this thing How likely is it that I'm
57:08actually going to get what I want and
57:10this is actually the the last one that I
57:11added to this because I was like there
57:12was another thing that felt like it was
57:13missing you've got time delay which is
57:16how long is it going to take between
57:17when I buy and when I get and then I've
57:20got
57:21sacrifice and effort so uh they're two
57:24sides of the same coin
57:27effort is what are the things that I
57:29have to start doing as a result of this
57:30purchase that I don't want to do and
57:32what are the sacrifices what are the
57:33things I'm going to have to stop doing
57:35that I wish I could keep doing and so
57:37fundamentally the goal here is you want
57:39to increase the the dream outcome as
57:40much as humanly possible and increase
57:41their perceived likelihood and you want
57:43to decrease the time delay and decrease
57:45the effort in sacrifice and so in a
57:46perfect world you'd have something that
57:48they click a button they get their dream
57:49outcome absolutely guaranteed
57:51immediately by doing nothing and if you
57:53had that you'd have an infinitely
57:54valuable product if you think about like
57:56hey uh buy a six-pack if someone could
57:58just simply click a button and then all
58:00of a sudden they could pull their shirt
58:01up and they would have a press that
58:02button right now of course so many
58:04people would and so think and then
58:05because of that we'd be able to charge a
58:07tremendous amount of money and so by
58:09thinking through this these these things
58:11in my opinion will never change people
58:13will always want things to be faster
58:14people always want to do less for them
58:15they will always want to have less risk
58:17or a higher perceived like of
58:18achievement and they want to make sure
58:19the thing is actually what they want and
58:21so um I obvious you know I use Fitness
58:24examples a lot because a lot of people
58:25understand it but it's like okay let's
58:27say that someone wants to uh lose weight
58:29okay that's the dream outcome well then
58:32why is it that uh a PDF is $5 about how
58:35to lose weight and Libo section is 50
58:38Grand well the other three variables so
58:41if I think about the PDF if I if I buy a
58:43$5 PDF when I make the purchase do I
58:45really believe that I'm immediately
58:46going to lose weight probably not and so
58:48there's a huge discount that I'm going
58:49to put on the value of the PDF because I
58:51don't think I'm really going to do
58:51anything with it whereas lipo section if
58:53I pay it I they're going to put me to
58:55sleep they're going to rip this fat out
58:56like so the perceived lik of achievement
58:57significantly higher on the liposuction
58:59for time delay it's like okay this one I
59:02might have to work out for a year in
59:03order to see the results the lipos
59:05suction I go to sleep I wake up I'm thin
59:08much faster and then effort and
59:10sacrifice well I'm going to have to
59:12sacrifice uh you know taco Tuesdays
59:14nights out with the girls uh I'm going
59:16I'm going to have to sacrifice sleeping
59:18in I can't do that anymore sacrifice my
59:20weekends uh and the effort is I now have
59:22to wake up early I have to eat food that
59:24I don't like I'm going to have to be
59:24sore I'm going to have to feel stupid
59:26because I don't know how to exercise
59:27it's like there's a lot of cost with
59:29that compared to you just wake up and
59:31you didn't do anything and so for that
59:33reason one thing's $5 the other thing's
59:3550 Grand and so if we think through that
59:37like there's many different things that
59:38solve losing weight making more money
59:41you know getting more leads there's a
59:42ton of different things but if you want
59:44to make sure that your thing's more
59:45valuable you want to decrease the risk
59:47which is increase perceived likelihood
59:48you want to make it faster decrease the
59:49time and you to make it easier this
59:51framework works so well a case study
59:52like Blockbusters you know it didn't
59:54keep their advantage because because
59:56people wanted it quicker they could
59:57going to Netflix originally it was
59:59getting posted to them Blockbusters
1:00:00didn't think people wanted posted they
1:00:02thought it was more convenient for
1:00:02people to go to a store and buy it and
1:00:05so there was a less time delay there's
1:00:06no less sacrifice just press a button at
1:00:08home they people don't keep their
1:00:09advantage they die like BL Blockbusters
1:00:11do so youve got to keep thinking about
1:00:13how you can make this this is a
1:00:14brilliant equation by way I'm glad you
1:00:16went a bit deep on it because I think a
1:00:17lot of people just just talk about this
1:00:18Top Line as you say they don't think
1:00:19about the time delay and they don't
1:00:20think about the sacrifice element it's
1:00:22so funny you say that because the first
1:00:23the first half of my career all I
1:00:26thought about was was this all I would
1:00:29do to me was this was
1:00:31promise and this is proof mhm so all I
1:00:34did was I had bigger promises more proof
1:00:36bigger promises more proof but if I look
1:00:38at the the biggest companies in the
1:00:39world all they focus on is this Amazon's
1:00:42like how do I make it easier how do I
1:00:43make it faster how do I make it how do I
1:00:45make it less effort for the person and
1:00:47this part is usually where all of the
1:00:49operational effort goes in this is all
1:00:51the marketing and sales totally plus
1:00:53this promise if you make it too big you
1:00:54damage your brand this is why this all
1:00:56links together cuz if if you're not
1:00:58careful you you want to get the big sale
1:01:00and you sell something you haven't
1:01:01actually got and then you're in real
1:01:03trouble right next stick with it stick
1:01:05with it right this is a good one most of
1:01:08the best things in life happen um so we
1:01:10have this we have this little
1:01:12orientation that we take our sales guys
1:01:14through and so um we show this line and
1:01:18we say okay so this is you today and
1:01:21this is you uh you know later and so
1:01:24this is your skill as a salesperson and
1:01:27so this might be you know 2 weeks in and
1:01:30this might be you know 2 months in and
1:01:34this might be you know 6 months in and
1:01:36so you're like 6 months I'm almost I'm
1:01:38almost at the top it's like yeah well
1:01:40let's let's move this up a little bit my
1:01:42my drawing's a little broken and let's
1:01:43say this is three
1:01:45years so you're like I'm only going to
1:01:47make this tiny bit of tiny bit of
1:01:49improvement between 6 months and 3 years
1:01:52yeah and the thing is though is that
1:01:54your income is going to look like this
1:01:56yeah and so it's going to basically not
1:01:59change much at all and then at the very
1:02:01end is where you're going to get because
1:02:03this little difference the difference
1:02:05between number two in the world and
1:02:07number one practically for running is a
1:02:09tenth of a second but the difference
1:02:11between number one in the world and
1:02:12number two is everything and so all of
1:02:15the best gains come at the very end of
1:02:17the compounding it comes from the very
1:02:18deep knowledge that only comes from
1:02:20repeating many failures in a very narrow
1:02:22field and so that's actually one of my
1:02:23favorite definitions for an expert so
1:02:26who's uh who's made more mistakes than
1:02:28anyone else in a very narrow field so
1:02:30how do people stick with it though
1:02:31because I mean social media is a great
1:02:33example first three years I did social
1:02:35media I made no money and it probably
1:02:36cost me a million pounds yeah so it's
1:02:38only in the last year and a half I've
1:02:39actually started to be a to make money
1:02:40and be able to pay the team and all the
1:02:41rest of it so I I I look at it as a
1:02:44purpose thing right I'm trying to fix
1:02:45the education system it's broken it
1:02:46should be teaching the skills that you
1:02:48and I trying to get people for free how
1:02:50do people stick with it what do you
1:02:51think is the formula there so I'm going
1:02:53to I'm going to go back to something
1:02:54that I said at the very beginning so if
1:02:58motivation is
1:03:01equal to deprivation you need to feel
1:03:03deprived of of something and so in the
1:03:07examples I gave so you know if you're
1:03:08starving you're hungry if you're sleepy
1:03:10you if you're if you're if you're
1:03:12exhausted You're motivated to sleep but
1:03:14money doesn't work the same way because
1:03:16if you take that that logical extreme
1:03:18you say okay well then all poor people
1:03:19should be more motivated to make money
1:03:20than anything and the reality is they're
1:03:22not so why is that so because all the
1:03:25ones that I first at are all
1:03:26physiological needs the other one is
1:03:29completely made up money is only a new I
1:03:30mean in terms of humanity it's a very
1:03:32new thing right and so it's a
1:03:34psychological construct and so the idea
1:03:37is that the deprivation actually is
1:03:39completely made in our own minds and so
1:03:42um you know Harvard at least did this
1:03:44did this study which is they talk about
1:03:45your reference group which
1:03:48is the biggest predictor of people's
1:03:50long-term um Financial wellbeing is
1:03:52their reference group which is and this
1:03:54is important is that it's the five
1:03:55people people you compare yourself to
1:03:58not The Five People You spend the most
1:03:59time with and I think that's a huge a
1:04:01huge difference and so um I had this
1:04:04little this little tweet that kind of
1:04:06went like viral or whatever but you want
1:04:08to take advice not from the people who
1:04:11are closest to you but the people who
1:04:12are closest to your goals take advice
1:04:14from them and people are like oh yeah
1:04:16I'll take advice from them but when
1:04:17you're about to make a big life-changing
1:04:19decision who do you talk to if you're
1:04:21talking to the people closest to you
1:04:23none of them have relevant experience
1:04:24and if you don't want their lives then
1:04:27definitely don't listen to what they say
1:04:28right and it's very hard because that's
1:04:29what makes it feel so lonely I think in
1:04:31the beginning because you have no one to
1:04:32talk to and so that's why I'm such a big
1:04:34believer in Heroes uh Heroes and mentors
1:04:36so mentors are people who actually
1:04:37interact with you but heroes are just
1:04:38like what would Warren Buffett do you
1:04:40know some people are religious what
1:04:41would Jesus do whatever your thing is
1:04:43right like who's that who's that ideal
1:04:44and sometimes you know one of my friends
1:04:45is like what do the ideal version of me
1:04:47do what's the person I want to become do
1:04:49and all of is again around
1:04:51doing because if I do those things like
1:04:53I might not be a patient person but if I
1:04:55to be patient for 5 years people start
1:04:57calling me patient I might actually be
1:04:58patient because all I did was patient
1:04:59things even though I don't feel patient
1:05:01right and so it's like we can change
1:05:02basically how we
1:05:04feel and what we do don't need to be
1:05:08connected at all so you can feel
1:05:10horrible and still do things and be kind
1:05:12and people like you can feel like a very
1:05:15nasty person because of the things that
1:05:16you think and the things that you want
1:05:17to do but as long as you don't do them
1:05:20then the only thing the world will ever
1:05:21judge you on at least the only thing
1:05:22that I would ever judge you on is what
1:05:23you do and so it's like okay a
1:05:26deprivation so back to this so in my
1:05:28opinion I've always struggled with this
1:05:30question the most because it's never
1:05:32been an issue for me and I think and
1:05:34that's and that's why it's one of the
1:05:35hardest things that I have to translate
1:05:36to somebody else so everything that I
1:05:38have is more around how do I translate
1:05:40how I see it more than this was the
1:05:42series of steps I followed to become
1:05:44motivated I was so afraid of failing and
1:05:47being this deprived right I was so
1:05:49deprived of respect or at least how I
1:05:51perceived it not continuing was just
1:05:53never a choice and I always used to
1:05:55think when when I was like the earliest
1:05:56days of the gym was really tough for me
1:05:57I was sleeping on the floor all the
1:05:59whole the whole the whole story right
1:06:01and and it sounds it sounds cool in
1:06:03retrospect but when it's like you're
1:06:05sleeping on the floor of a gym because
1:06:06you can't afford two places and you know
1:06:08you've got kids the same age as you who
1:06:09are partying on the rooftop of your gym
1:06:11because I it was below parking garage is
1:06:12where my gy was so a parking garage
1:06:14people with like these cars would drive
1:06:15over the top like and it was it was
1:06:17Concrete in metal so it just it sounded
1:06:18like a gunshot and it would happen all
1:06:20night long so I couldn't sleep but I'd
1:06:21have to wake up at 4:00 to teach the
1:06:224:30 class and I taught all the classes
1:06:24so I take eight classes a day
1:06:26but then I also ran the whole business I
1:06:27had zero employees so I did all the
1:06:29billing I cleaned it I fixed the
1:06:30equipment I marketed and got leads I did
1:06:32everything I didn't know that employees
1:06:34were a thing that's why I have it as one
1:06:35of the steps I had no idea and so the
1:06:37thing is is that whenever it would be
1:06:38really hard for me um I would I would
1:06:41always think to myself as long as I
1:06:43don't quit I win mhm and so like if I
1:06:46just keep going I just have to survive
1:06:48and so just kind of approaching it from
1:06:51that perspective because the the more
1:06:52painful thing was the idea of going home
1:06:54a failure and I just couldn't do it I
1:06:55was like I would rather die and I think
1:06:57thinking through like past human
1:06:59experiences which is okay across all the
1:07:02globe slavery has happened everywhere
1:07:05and slaves for their entire lives for
1:07:07thousands of years had to work all day
1:07:11every day and they had no opportunity
1:07:13they had to work all day every day but
1:07:14there was no upside they just had to
1:07:15work all day every day or they die or
1:07:17get killed or whatever and so I was like
1:07:19if they can do it with no upside I can
1:07:21absolutely do it with the chance uh that
1:07:24I can win and I think seeing business as
1:07:26an infinite game is what was a huge
1:07:29perspective shift for me which was the
1:07:31there is no number one in business and
1:07:33this was something that was like really
1:07:35like it's for anybody who's listening to
1:07:36this I think it's powerful to understand
1:07:38is if I were to say hey who was who is
1:07:40the richest man in the world 30 years
1:07:41ago there a couple Japanese guys because
1:07:43the Japanese economy was booming at that
1:07:45time now no one even knows who they are
1:07:47and that was just 30 years forget 500
1:07:49years and so the thing is is the number
1:07:50one guy in the world at business if you
1:07:52want to measure it by net worth which
1:07:53whatever but even if you did it's like
1:07:55that guy just touches the top for a
1:07:58decade and then someone else touches the
1:08:00top MH and so when we say I want to I
1:08:03want to be successful success is about
1:08:05sticking with it and so the only way
1:08:07that you become a failure in business is
1:08:08by stopping MH and so all the infinite
1:08:11games like all the games worth playing
1:08:12in life in my opinion are all infinite
1:08:14so it's not about it's not about getting
1:08:15married it's about staying married it's
1:08:17not about getting in shape it's about
1:08:18staying in shape it's not about starting
1:08:19a business it's about staying in
1:08:21business and the only thing that gets
1:08:22you out of business is you choosing to
1:08:24stop and I think that's a very powerful
1:08:26frame because it puts it 100% in your
1:08:27control and so as long as you keep
1:08:28trying you're still in business and I
1:08:30think a lot of people give up so much
1:08:32they they give up just on the idea of a
1:08:34negative comment or some Snider remark
1:08:36from a friend of theirs or you know
1:08:38their their dad or their brothers you
1:08:40know makes them trying to feel stupid
1:08:41for for taking a risk that they were
1:08:43unwilling to take and I think that's
1:08:44[ __ ] and so anyways motivation comes
1:08:47from deprivation and so at least my
1:08:49number one rule for entrepreneurship is
1:08:51use
1:08:53what you've
1:08:57God and so a lot of times there's
1:08:59there's a lot of Social Media stuff I
1:09:01don't think there's anything wrong with
1:09:01it that talks about like find your
1:09:03passion find your purpose find the thing
1:09:05that you love and I think that's great
1:09:07but when if I were to go back in time I
1:09:10can say that now from this lovely you
1:09:12know position that I have but when I
1:09:14started you know my first business I
1:09:17wasn't doing it because it was something
1:09:19I was passionate about it was not it was
1:09:21not this like sunshine and rainbows it
1:09:23was miserable and I had a lot of Shame
1:09:26and had a lot of anger and so I didn't
1:09:29feel any of the Butterflies but that's
1:09:31what I had and so it's like I think you
1:09:33just use what you got and if you need
1:09:35shame to get you going if you need if
1:09:37you need anger to get you going then you
1:09:39can that fuel can change over time but
1:09:41wishing you had a different fuel I think
1:09:43is what gets people in trouble I think
1:09:44that's what that's what stops a lot of
1:09:46people like I should feel it's like you
1:09:47should nothing like should just just
1:09:49shouldn't exist it's just what do you
1:09:52have and what are you going to do and
1:09:55I'll say the last piece
1:09:57is they're
1:10:01trade-offs and I think being able to
1:10:03name the price of the things that you
1:10:05want is super valuable yeah which is
1:10:07like you know the the cost of of of Fame
1:10:11for example is privacy you don't get
1:10:13that anymore and the cost of you
1:10:16starting a business is for you know for
1:10:18me it was like I stopped being able to
1:10:20follow the the football team that I used
1:10:21to follow I stopped being in fantasy
1:10:23Leagues with my friends I stopped being
1:10:25able to go out to you know the bar and
1:10:26drink and things like that so there was
1:10:28a cost and so the thing was just like am
1:10:30I willing to pay that or trade that for
1:10:32this thing that I want most and I think
1:10:34for some people maybe you don't want
1:10:37that M and I think the thing is is like
1:10:39and that's okay but I think the problem
1:10:41is where you you want you want to have
1:10:43your cake and eat it too yeah I want to
1:10:44have the sixpack but I also want to have
1:10:46cake I want to you know I want to I want
1:10:48to you have to and you
1:10:50go got to learn how to play the game uh
1:10:54but it's it's that it's it's people
1:10:56aren't willing to make the trade and I
1:10:57think that just comes down to the very
1:10:58bottom of everything like when I wanted
1:11:00to you there was a period where I wanted
1:11:01to get into Harvard's business school
1:11:03when I had I'd done two years of
1:11:04Consulting and that was what I thought
1:11:05was going to be my path but I'm always
1:11:07very grateful for them because on one of
1:11:08the application questions they had was
1:11:10how are Harvard MBA help your short and
1:11:12long-term goals and I thought about it
1:11:14for like three days and I realized that
1:11:16well I wanted to start a business and so
1:11:18me start doing another two years of
1:11:19school I could just start a business
1:11:21like that was this the goal and so I'm
1:11:23grateful that they asked me that
1:11:24question but before I ended up getting
1:11:26to the application I spent four months
1:11:28taking um I basically did 10 phone books
1:11:31of problems because I read this research
1:11:32study on uh on standardized testing
1:11:35which said the the score that you get So
1:11:37for anybody who has standardized testing
1:11:39that they have to do maybe you're a
1:11:40Tradesman and you need a certification
1:11:41or something it goes like this which is
1:11:45uh score so this is
1:11:48like
1:11:51score number of problems
1:11:55so basically it was just a direct
1:11:57correlation between the number of
1:11:58problems that you did before taking the
1:12:00test was directly correlated with your
1:12:02score and as soon as I saw that I was
1:12:04like oh I'll just do all of the problems
1:12:06and so I did 16 like it was it was it
1:12:08was huge it was like I it was standing
1:12:10on the floor books of problems like the
1:12:12really thin Bible paper like really thin
1:12:13paper and so I did four hours a day of
1:12:15problems for four months it's all I did
1:12:17I just did problems and so I got above
1:12:19Harvard's mid score and so for me it was
1:12:22like this is the only thing that I have
1:12:24to do and this is what I care about most
1:12:26and so people like how do you stay
1:12:27motivated I was like I don't know I just
1:12:28didn't have any other choice because the
1:12:30alternative is just was something I
1:12:31wasn't willing to do and I think a lot
1:12:33of people aren't willing to cut things
1:12:35like I've been i' say one of the things
1:12:37that's been you know blessed with if you
1:12:39want to say that is um I'm very willing
1:12:41to cut people and things out of my life
1:12:44very quickly I think it's healthy to do
1:12:46that and so this is my this is my North
1:12:48Star question that I would encourage
1:12:50people to ask themselves
1:12:57does having X in my
1:13:02life
1:13:05increase the
1:13:09chance I hit my
1:13:15goal that's my North Star question this
1:13:17could look like like it off Twitter but
1:13:19I get
1:13:20it it's it's it you know uh first of all
1:13:23I feel a little bit emotional hearing
1:13:24you talk about that I don't know why
1:13:26that's triggering something in me um do
1:13:28you know what is cuz I I have the same
1:13:30problem trying to help people have a
1:13:32better life they kind of got to help
1:13:33themselves what do you think of this
1:13:35like you know I think it's Pablo's cave
1:13:37where people get brought a fish in the
1:13:39cave every day and it's easier right
1:13:41they don't ever leave the cave because
1:13:42that's what a salary kind of is the food
1:13:44comes to you every day and people have
1:13:45forgotten how [ __ ] amazing is to go
1:13:47out in the rain with your mates and Hunt
1:13:49yeah or or go together and make the food
1:13:52and men and women made food men and
1:13:53women went out hunting in the old days
1:13:55you know like there was no fridge there
1:13:57was no get up and eat [ __ ] get up and go
1:13:59out and make [ __ ] happen and you know
1:14:01what what it is I think that and it's
1:14:03absolutely fine with people don't want
1:14:04to do it but I don't want people to say
1:14:05they can't be an entrepreneur or they
1:14:07can't sell I want them to be honest they
1:14:08can't be bothered yeah cuz and I think
1:14:10the key is and you you describe your
1:14:12story I have a similar story I love the
1:14:15hunger I have from the deprivation that
1:14:18I had the Vikings used to land places
1:14:21and burn the boats of got them there
1:14:22yeah then they got no [ __ ] choice and
1:14:24I think that's what people need to do if
1:14:25they really want to do it they need to
1:14:27burn the boats that got they can't go
1:14:28back to the cushy job the middle class
1:14:29life that's it you're in or you're out
1:14:31yeah and then like you say you got to
1:14:33like figure out what you're going to cut
1:14:34out isn't going to give you the goal you
1:14:35want so especially in the beginning you
1:14:37have limited resources right you have
1:14:39limited time because you have no
1:14:40leverage you have no one helping you and
1:14:41you probably don't have that much money
1:14:43and so time is the only thing that you
1:14:44have that you really have to be uh
1:14:46really careful with and so that's it's
1:14:50what are the what are the activities
1:14:51does this activity you know like
1:14:53drinking for example is this like does
1:14:54this does this increase the likelihood
1:14:56that hit my goals that's it does it
1:14:57increase the lik my goal does does does
1:14:59having these friends in my life increase
1:15:01the lik that hit my goals and the answer
1:15:03is usually pretty obvious it it doesn't
1:15:06and then the thing is is that most
1:15:07people are again just cowards Y is that
1:15:10they're not willing to just make the
1:15:12make the cut but I'm pretty sure you
1:15:13live the same framework that you did
1:15:14when you were younger I act like I've
1:15:16got no money like I don't I don't put I
1:15:18don't this is Gucci right sure me know
1:15:21like I I think people get comfortable as
1:15:23they grow as but I think people the
1:15:26motivation thing really gets to me cuz
1:15:27sticking with it which is the theme
1:15:29around this is Al to down to perhaps
1:15:32limiting your choices not increasing
1:15:33them some people have too many choices
1:15:35yeah you know like die on the hill you
1:15:38know like go for it and people don't do
1:15:40it so okay getting better this is the
1:15:42one step before we get a million dollars
1:15:44so um I'm looking forward to the U
1:15:47million dollar in cash yeah all right
1:15:49getting better cuz I I've done all these
1:15:50things so I hopefully a big suitcase of
1:15:52money is coming my way get better so
1:15:55I'll um I'll describe a process that uh
1:15:58that I I do and it's all based on action
1:16:00so I Define work right
1:16:03as
1:16:06volume times
1:16:09leverage which is how much you do and
1:16:12how much you get for each time you do it
1:16:14because that equals output which if
1:16:17you're looking at this transitive
1:16:19property work equals output so it's not
1:16:21about how hard you try it's about what
1:16:22you get done and if you have more
1:16:24leverage
1:16:25you get more done now if you do a lot of
1:16:27work so I'll give you a simple example
1:16:29so if you if you if we're learning sales
1:16:31right so if I start cold calling and I
1:16:33do 100 calls a day and I have low skill
1:16:36then I will have low leverage I'm going
1:16:37to get fewer appointments than somebody
1:16:38who makes the same amount of calls as me
1:16:40and has high skill they'll book five
1:16:41times the appointments as I will so did
1:16:43they work more in my world yes they had
1:16:46higher output and so a lot of times it's
1:16:48like you have to learn how to work but
1:16:49the thing is is that how did that guy
1:16:51who is good get good he did volume he
1:16:54did a lot and so then it's like okay if
1:16:57this is our equation for output in terms
1:16:58of getting better and the getting better
1:17:01part is going to be leverag this this is
1:17:02a constant you have to do work you have
1:17:04to do volume okay so we start with the
1:17:06doing which is the
1:17:08volume cool so we have that first and so
1:17:12whatever it is so let's say it's I want
1:17:14to start making uh you know Instagram
1:17:16reals fine I want to get good at
1:17:17Instagrams so it's like great so I'm
1:17:18going to make 100 Instagram
1:17:20reals and this is the part that people
1:17:23well people people don't even do this
1:17:24but let's assume that you did this okay
1:17:26so you do the 100 Instagram rails people
1:17:28then say well I did 100 and nothing
1:17:30happened it's like okay so then what we
1:17:32do is we look at our 100 let's say this
1:17:34is you know the the the 100 reals that
1:17:36we did we
1:17:39say what's different about
1:17:42these about these top ones these top
1:17:44ones did
1:17:45better and what's different about these
1:17:47singers do this all the time don't they
1:17:49they put a music out all the time 60% of
1:17:51Adele's songs never went in the top 10
1:17:53or something right you know so yeah this
1:17:55is that they also do it and so then once
1:17:57we figure out and this is where you have
1:17:58to this is where you have to uh be as
1:18:00detailed as possible and a lot of times
1:18:02you'll start having almost superstitions
1:18:04it's like okay I coughed at the
1:18:05beginning of this call well that was
1:18:06different well did all of your top 10
1:18:07calls did you cough well no okay then
1:18:09disregard that so you run something
1:18:11called a common factors analysis which
1:18:12is just saying what do all these ones
1:18:13have in common what do so like what do
1:18:15these ones all have in common with each
1:18:17other but that's different than all of
1:18:19these ones and so once we do that we say
1:18:21okay so my next 100 that I do I want to
1:18:25look like this and then all of a sudden
1:18:27it's like huh I got 30% better on my
1:18:30total views by just doing more of the
1:18:32stuff that worked yep and so this
1:18:34process you just do for like 10
1:18:37years um and you just keep doing it over
1:18:40and over again I mean like the first the
1:18:41first YouTube You Know video that I did
1:18:43I think probably has like you know 100
1:18:45views or whatever it was and any for
1:18:47anybody who's listening to this like
1:18:49Simon had a had had a big business but
1:18:52I'm assuming that when you started you
1:18:53had zero subscrib when you started your
1:18:55account and so did I across all
1:18:58platforms and so people have this idea
1:18:59that like everyone starts at zero and
1:19:02I'll also give you this other kind of
1:19:04word of encouragement which is there's
1:19:05this there's a huge media narrative
1:19:07around the idea that like Millionaires
1:19:09and billionaires are evil I don't know
1:19:11why but there is and so what's
1:19:13interesting about that if you look at
1:19:15least in the US statistics are that it's
1:19:16over the overwhelming majority of
1:19:18millionaires and billionaires are
1:19:19self-made not inherited and so it's like
1:19:22okay wait if the majority of them are
1:19:24self-made then that means they all
1:19:26started at zero mhm and so they had the
1:19:29same thing so let's say they didn't have
1:19:31a lot of money actually think having
1:19:32zero starting at zero is a competitive
1:19:34Advantage oh yeah we have nothing to
1:19:35lose yeah exactly anyone with zero you
1:19:37think you don't realize that you've got
1:19:39an advantage so you have no money and
1:19:41all you have is time mhm and that means
1:19:43that you're in the exact same
1:19:46position as every
1:19:49self-made
1:19:51millionaire and billionaire when they
1:19:55started and the only difference is that
1:19:56right now you're a self-made poor person
1:19:58mhm it's just that no one likes to claim
1:20:00it by the way selfmade doesn't exist
1:20:03because everyone had help oh for sure no
1:20:05no but Con in terms of in terms of
1:20:07starting here yeah we with no no you can
1:20:09have nothing and still make it I do you
1:20:11know what's really interesting about
1:20:12this for people listening as well like I
1:20:14I've invested in 78 companies I know
1:20:17you've invested in a lot of businesses
1:20:18as well sometimes too much money can
1:20:20destroy a business like I've seen people
1:20:22like we works for example their biggest
1:20:23problem was they never thought about
1:20:25actually making money just kept their
1:20:26business was raising money yeah right so
1:20:28I think that that's another thing people
1:20:30don't really quite grasp but getting
1:20:32better I mean do you think there's a a
1:20:34mental framework to help people get
1:20:36better cuz I I mean even myself right
1:20:38I'm I'm pretty good at business I've had
1:20:40to get better to compete yeah but is is
1:20:42there a framework for getting better as
1:20:43a as a human like do you think as a
1:20:45human being not as a business person I
1:20:47think they're linked but what well I
1:20:49mean I I really 100% live on that common
1:20:51factors analysis thing so if I look at
1:20:53so I'll tell you how I live my my whole
1:20:55life so like when um so I really did
1:20:58this which was uh the whole the thing
1:21:00that started this was I was 20 one 21 or
1:21:0422 and this is my first job out of
1:21:05college and I remember I had a really
1:21:07good weekend and um I was just like in a
1:21:11good mood came in on on Monday and my
1:21:12boss was like hey uh you know what's
1:21:15what's going on I was like just you know
1:21:16just had a good weekend and she said to
1:21:19me this line that I I just it kind of
1:21:21like hit me um she said I'm pretty sure
1:21:23stringing is many many days in a row
1:21:25like that as you can is the secret to
1:21:27living and what what it did though is it
1:21:30took this whole this amorphous idea of
1:21:32like Joy contentment purpose and just
1:21:34made it really tactical was like okay
1:21:36how do I live as many days in a row as I
1:21:38can of days that I like so I looked back
1:21:40at like last year and I said okay what
1:21:42were the days that I like the most what
1:21:43were my top 10% days well the things
1:21:46that I had in common as I worked out
1:21:48okay cool I did that um I ate with
1:21:51people I like ate with friends
1:21:56and then I worked until I had nothing
1:22:00left that's exactly my
1:22:02framework and so if I do these three
1:22:05things then if I do that on all my days
1:22:08then more of my days will look like that
1:22:10and so the majority of my days now feel
1:22:12like what used to be top 10% days and so
1:22:15obviously these are different for other
1:22:16it might be playing music it might be
1:22:18whatever you know whatever your thing is
1:22:19but that common factors analysis and
1:22:21it's like okay what are the top 10 you
1:22:23know we've you know Leeland have gone on
1:22:24100 dates okay the top 10 Dates what do
1:22:26they have in common okay well Al I think
1:22:29all of it yeah how make stes better it's
1:22:31brilliant I got flowers right he got
1:22:34flowers he had a gift is this coming
1:22:36from her side she told pre-planned no he
1:22:38had pre-planned he had pre-planned
1:22:39something right she's told you her her
1:22:41list I wrote some sort of note right um
1:22:45and so and we dress
1:22:47up and so those are the things they're
1:22:50like this is my this is my recipe for
1:22:53for making
1:22:55good dates and so it's like a lot of a
1:22:57lot of times it's like no one just takes
1:22:58the the look back and says okay what I
1:23:01but it's because they don't start with
1:23:02the I did stuff that's the first step
1:23:04like you got to do the 100 reps you got
1:23:05to do make the 100 posts you got to make
1:23:06the 100 you got to make the 100 C calls
1:23:08you got to make the the 100 sales and
1:23:09you got to record them and that's the
1:23:11other piece like you have to be able to
1:23:12record it whatever whatever to the
1:23:13greatest degree possible you have to
1:23:15recall what were the details and so then
1:23:18you look you see the common factors it's
1:23:19like all right well I'm going to only do
1:23:20those five next time and by by by
1:23:22Randomness because life happens in
1:23:24there's variables that are out of our
1:23:26control again there's going to be
1:23:27another top 10% in the next 100 dates
1:23:29and we're like okay so in those dayses
1:23:31not only did I do these five things but
1:23:34I uh we had a driver uh was a was a big
1:23:36difference and there was a
1:23:38surprise uh element for some of these
1:23:42and at a certain point the thing is the
1:23:43the the Improvement is going to go like
1:23:44this right just like that just like that
1:23:46sales thing you know the first time you
1:23:48do this your your dates are going to get
1:23:49way better right and then after that
1:23:51though the dates are going to get
1:23:52incrementally better but all that
1:23:54happens is like man people are going to
1:23:55be like how do you have such a healthy
1:23:57relationship you're like you know all I
1:23:58did was I just looked at the stuff that
1:23:59worked and I just stopped doing the
1:24:01stuff that didn't and I just did it over
1:24:02and over and over ago Amazing Alex
1:24:04honestly you're an amazing human being I
1:24:06love this I hope you guys enjoyed it
1:24:07we're off to have some chicken now we'll
1:24:09see you later

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