How To Build A Cult | Alex Hormozi LIVE Q&A — Transcript

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1. 0:00how to build a cult now I want to be
2. 0:02clear I'm not saying you should build a
3. 0:04cult and I'm not saying Cults are a good
4. 0:06thing uh another way of saying this I
5. 0:09think is how to build uh Affinity or
6. 0:13strong Affinity uh with a select group
7. 0:15of people and this is a topic that I've
8. 0:19actually thought a great deal about
9. 0:21about and I think that I have some
10. 0:24things that would be valuable okay
11. 0:26so big picture uh
12. 0:32fundamentally I think the goal of all
13. 0:35media longterm for personal brand should
14. 0:39be
15. 0:40transparency and so where people get
16. 0:43into trouble is that they will
17. 0:44manufacture versions of themselves that
18. 0:46are not true now to be clear I think
19. 0:48there's a difference between
20. 0:48manufacturing and emphasizing right like
21. 0:50you can emphasize certain things uh
22. 0:53versus pretending right on a long enough
23. 0:56time Horizon truth always comes out and
24. 0:59so if you want to do this game for the
25. 1:00long term which hopefully you do uh then
26. 1:02I would I would make truth kind of the
27. 1:04North Star and so that is our number one
28. 1:06rule for for our marketing stuff State
29. 1:08the facts tell the
30. 1:09truth subo number
31. 1:11two if if we take that to be like rule
32. 1:14number one then a lot of it comes down
33. 1:17to one changing who you are and then two
34. 1:21uh how you communicate it and I'm going
35. 1:23to talk a lot more about the how you
36. 1:24communicate it but I'll just hit briefly
37. 1:25on the changing who you are and so
38. 1:28number one or sub Point 2 a uh the big
39. 1:32thing here is we either have to do a we
40. 1:35have to do something that other people
41. 1:37haven't done all right and so the way
42. 1:40that you do this is that you either
43. 1:42achieve something you have an outcome
44. 1:44that other people don't have an output
45. 1:46or you do inputs that few people have
46. 1:49done and so I'll give you two examples
47. 1:50so like okay I sold my company for a
48. 1:52gazillion dollars okay that's something
49. 1:54that it's an output of some sort of work
50. 1:56and people will trust the output okay
51. 1:57then he therefore has some credibility
52. 1:59around these
53. 2:01the alternative you're like okay well
54. 2:02that's great for you or somebody has
55. 2:03these great outcomes but if you're
56. 2:04starting out what do you do well one
57. 2:07outputs there's levels to outputs right
58. 2:09like selling you know selling a business
59. 2:11for you know tens or millions or hundred
60. 2:12millions like that stuff is very very
61. 2:15very aspirational but there are other
62. 2:17business outcomes that are still super
63. 2:20aspirational as well like doing you know
64. 2:21$10 million in sales is aspirational for
65. 2:24for some levels of business or you know
66. 2:25whatever like there's you can basically
67. 2:27level your way down okay now
68. 2:30on the input side the same thing Reigns
69. 2:33meaning like if you're starting out like
70. 2:34if you if you go and watch a hundred you
71. 2:37know Alex rosi videos and try and say
72. 2:39like I watched 100 Alex rosi videos and
73. 2:41it took me you know 40 hours and from
74. 2:44these 40 hours I took these 10 Timeless
75. 2:46principles uh from it and you have like
76. 2:49the stories behind them I would probably
77. 2:51bet that that'll probably do decent as
78. 2:53content right so that's work that you're
79. 2:55doing that somebody else doesn't have to
80. 2:56do and so if we zoom out on like what
81. 2:58education because vast majority of you
82. 3:00are in the educational World in terms of
83. 3:02what type of brand or content you're
84. 3:03putting
85. 3:04out the point of education is to save
86. 3:08people time so think about like think
87. 3:10like just all like all the way zoomed
88. 3:12out Humanity right we educate one
89. 3:15another so that somebody else doesn't
90. 3:17literally have to reinvent the wheel
91. 3:19someone invents the wheel and then we
92. 3:20say hey you don't have to figure it out
93. 3:22we just take these stones and we just
94. 3:24cut the corners off and it actually
95. 3:25rolls and people are like whoa that's
96. 3:26dope and this's like man I wonder if we
97. 3:28could make this wheel better and then
98. 3:30that guy invents [ __ ] rubber tires
99. 3:31all right a little bit of jump there
100. 3:32between you know rocks being invent you
101. 3:34know but like you follow them right and
102. 3:36so fundamentally at the core of what
103. 3:39you're making the thought in my opinion
104. 3:42should be how am I going to save this
105. 3:44person time right I mean they're going
106. 3:45to save them time because I will give
107. 3:47them strong proof that the things that
108. 3:49I'm going to say will work because of my
109. 3:51outcome or I will give them the
110. 3:54inferences from the work that they don't
111. 3:56want to do that I have done so that they
112. 3:58don't have to do that work right so
113. 4:00those are basically like how I see kind
114. 4:02of the two sides of of Education right
115. 4:06and so you're like wait how does this
116. 4:08have how does this have what does this
117. 4:10have to do with being a cult whatever
118. 4:12I'll get there so that's that's two I
119. 4:16think I think we're on 2B let's say 2B
120. 4:17that's where we're at all right so now
121. 4:19let's go to
122. 4:202C now there's um there was an excellent
123. 4:23old old copy thing on how to keep
124. 4:26customers forever and uh Dan Kennedy
125. 4:30talked about um it's basically just a
126. 4:33transcription of a talk it's not really
127. 4:34even like it's not like it's it's barely
128. 4:37it's barely a PDF I'll put it that way
129. 4:40um but let me see if I can find this
130. 4:42thing for you guys because I think it's
131. 4:43actually pretty cool hold on where's
132. 4:44this thing
133. 4:47um here we go okay so what I want you to
134. 4:51do right now is and this I actually did
135. 4:53this and I've done this two times in my
136. 4:55career um is that I write down like
137. 4:57eight or nine big headlines on blank
138. 4:59pieces of paper so you have whiteboard
139. 5:01this will work you could do it in like
140. 5:02an Excel sheet I think it's better on
141. 5:03Excel sheets because it's like there's
142. 5:05there's a lot that you're going to put
143. 5:05on this and what you're going to do is
144. 5:07category number one is is evolution and
145. 5:10Origins all right and so what you want
146. 5:13to do is you want to think about
147. 5:14yourself as if you were like a Marvel
148. 5:17character right like what is the
149. 5:19evolution Origins right now if I were to
150. 5:21ask you guys what can you tell me this
151. 5:24is probably pretty self-aggrandizing but
152. 5:25I'm just going to ask anyways so in the
153. 5:27chat does anyone know anything about my
154. 5:30backstory can you just put any just like
155. 5:33little oneliner a tidbits two words
156. 5:35whatever anything okay Jims Iranian
157. 5:38slept on the gym floor yep dad's a
158. 5:40doctor bander belt helps people get fit
159. 5:42lost everything twice
160. 5:44books yep lost everything twice
161. 5:47powerlifting bilingual whoever got that
162. 5:50one that is a [ __ ] Niche one Jonathan
163. 5:52like very few people know that one um
164. 5:55partner yeah partner lost money uh yeah
165. 5:58so believe it or not actually those
166. 5:59lines all together pretty much
167. 6:02consolidate my origin story and those
168. 6:05lines put together exist on document
169. 6:08that I did one day where I was like who
170. 6:10am I what is my story right and so
171. 6:15thinking about what are what are the
172. 6:16bullets if you had those bullets for you
173. 6:19right and when you think about
174. 6:20characters if I say like you know crash
175. 6:23here in a pod in a farm in the middle of
176. 6:26nowhere uh as a baby and two parents
177. 6:29picked him up and found out that he was
178. 6:31special you would be like Superman right
179. 6:34like there's there the the you know like
180. 6:36bit by a spider like you know as a nerd
181. 6:39Spider-Man like the the origin stories
182. 6:41are very they're they anchor a character
183. 6:45right and so as much as like we I want
184. 6:48to be clear here you're not portraying
185. 6:50yourself as someone you're not you're
186. 6:51just telling your story in a way that's
187. 6:54clear right and what are the key points
188. 6:57and so I would category number one is
189. 6:59like what is the evolution of you like
190. 7:01and the thing is is a lot of us and by
191. 7:04the way this has been the biggest
192. 7:05breakthrough this is pretty strong
193. 7:07strong statement but I believe it
194. 7:08biggest breakthrough I had with content
195. 7:10storytelling sales this is
196. 7:13it in my attempt to try and make my
197. 7:18stuff more
198. 7:19interesting rather than say hey here's
199. 7:22six ways to do whatever right I think
200. 7:25about what those six ways are and then
201. 7:27rather than just say the six ways I
202. 7:30really try and think like when did I
203. 7:31realize that was a good
204. 7:34idea because every single one of us
205. 7:36learned everything that we have from
206. 7:38some experience or some other person
207. 7:40right it's just how it works and so if
208. 7:43if an experience taught us this
209. 7:44circumstances or some other person
210. 7:45taught it then there's a story and a
211. 7:47narrative that's there and it's one far
212. 7:49more compelling two far more interesting
213. 7:51three Real Talk far more effective from
214. 7:54a teaching perspective right and so me
215. 7:58telling you this right now now the what
216. 8:01some of you guys are going through in
217. 8:02terms of like what do I what do I talk
218. 8:03about with The Branding like I don't say
219. 8:05hey here's my story I weave that in when
220. 8:09I'm telling other points so you know
221. 8:12like let me tell you I figured out like
222. 8:14how you know to to do reminder sequences
223. 8:17so you know back in the day I had my
224. 8:19gyms you know like I I started going
225. 8:21failed once then I started over again
226. 8:24failed another time right and then I and
227. 8:26then I can then get into the point of
228. 8:28the story right but I'm providing some
229. 8:30of that context so it gets repeated a
230. 8:31lot okay so column one is your
231. 8:35Origins column two this is going to be
232. 8:37the biggest column it's going to be
233. 8:39Dogma your beliefs what are your beliefs
234. 8:42about the
235. 8:44world and I see these as like what I
236. 8:48mean a lot of these are just like what
237. 8:49created you so you know where you
238. 8:50started and so then basically it's like
239. 8:53what are the what are the occurrences
240. 8:54what are the things experiences that you
241. 8:56went through that shaped your worldview
242. 8:58and so I have this like monster monster
243. 9:00monster list of all of these different
244. 9:02lessons that I learned about business
245. 9:04and I'm telling you what's crazy is that
246. 9:07I come back and I'm looking at this
247. 9:08thing and it's like there it's crazy you
248. 9:11we live so much life that we
249. 9:14forget like when I look at these oneline
250. 9:16stories I'm like oh yeah I forgot about
251. 9:18that oh yeah I forgot oh yeah that was a
252. 9:20big deal to me back then like you forget
253. 9:23and so it's really worth taking the time
254. 9:25to do this now if some of you guys
255. 9:27Journal which I think like six people on
256. 9:28Earth do if that's you that's amazing
257. 9:30but for everybody else who doesn't
258. 9:31Journal this is a great like crash
259. 9:33course on doing it so column two now
260. 9:36when I did the Dogma one I try and
261. 9:38separate them into buckets about like
262. 9:40what this was what this lesson was about
263. 9:42so it'd be like was this a philosophy
264. 9:43thing was this a sales thing was this a
265. 9:45marketing lesson was this a general
266. 9:47strategy lesson so I tried to bucket
267. 9:49them for myself um and this was like
268. 9:51very
269. 9:53interesting uh the next category is
270. 9:57exceptional all right so what the things
271. 10:00that make you unlike other people like
272. 10:02what are the what are the standout
273. 10:04things that you've done right this is
274. 10:06the accomplishment now mind you like
275. 10:08some of you realize I don't have dude
276. 10:09everyone has something like even you're
277. 10:11like well I'm not that experiened in
278. 10:12business fine talk about the fact that
279. 10:13you did well in [ __ ] calculus I don't
280. 10:15know like hopefully you've done
281. 10:18something well in your life it could be
282. 10:20like you're the number one Diablo player
283. 10:21in the world like Elon is right just
284. 10:23casual uh like it like you could be like
285. 10:26I'm really good at driving like it
286. 10:27doesn't matter like everybody has stuff
287. 10:29they're good at just list those out
288. 10:32right so you list these pieces out and
289. 10:35the thing is it can be it can be small
290. 10:36things you know what I mean like you
291. 10:38know in in in the vast majority of of
292. 10:40like communities that entered I ended up
293. 10:42becoming vice president or president in
294. 10:43almost all of them like that's
295. 10:45interesting like newspaper literary
296. 10:47magazine I was vice president because
297. 10:48you're not allowed in my high school to
298. 10:49be president to i' would be I'd be like
299. 10:51Zuckerberg I would control the media it
300. 10:52was too much power for one for one
301. 10:54student so I had the literary magazine I
302. 10:56was President I was vice president of
303. 10:57the of the newspaper um when I went to
304. 10:59college I vice president of the power
305. 11:01lifting team president of my fraternity
306. 11:02like um that would be something that's
307. 11:04like not business e at all but it's
308. 11:07something that's like different or
309. 11:08unique right um spoke multiple languages
310. 11:13that's a thing that's not as common
311. 11:15right um you know I got a above harage
312. 11:18GMAT score that's like I'm just looking
313. 11:20at my own list right now right like like
314. 11:22these are all like these are all things
315. 11:24that are like kind of interesting um I
316. 11:26won like person of the year for uh one
317. 11:29of the online marketing uh masterminds
318. 11:32that I was in it was the first time they
319. 11:33they invented the award because I was
320. 11:35such a good member right um stuff like
321. 11:38that you know what I mean like just just
322. 11:40little things like it doesn't matter
323. 11:41it's like kind of like your personal
324. 11:42resume all right so that's your NEX list
325. 11:45is like all the exceptional things and
326. 11:47it can be like I was the you know I led
327. 11:49my sales team for a quarter like it's
328. 11:51okay like you like anything you've got
329. 11:53is fine we're just dumping right now
330. 11:56okay now next one
331. 12:01enemies so if you're a character you've
332. 12:03got to have something that if you can't
333. 12:04say what you're against then you're not
334. 12:06for anything right so it's like what are
335. 12:08you against right for me it's like I'm
336. 12:10against taking right like I try and give
337. 12:13a lot like I'm against like fluffy [ __ ]
338. 12:16I tend to be against not tend to be very
339. 12:19strongly against woke stuff very
340. 12:20strongly against victimhood like in
341. 12:23general not taking responsibility for
342. 12:24your life quitting too soon complaining
343. 12:27like these are all things that I'm very
344. 12:29like very aggressively against so it can
345. 12:31be a person or like type like I would
346. 12:33think about these as Behavior sets as as
347. 12:38things that you are against like
348. 12:39everything I describe more is a behavior
349. 12:41right um and so like that's like
350. 12:45scarcity mindset like these are all
351. 12:46things that's not a behavior but like
352. 12:48that like work life balance for example
353. 12:51these are all things that I'm that I
354. 12:53that my brand represents against I'm not
355. 12:55saying it's bad it's just I got to say
356. 12:57like this is this is what I'm about and
357. 12:58people who who [ __ ] with that are cool
358. 13:00with it sorry for those of you have kids
359. 13:01I apologize maybe I'll bleep that out
360. 13:03later okay now so you list out the
361. 13:05things that you're against okay so think
362. 13:08about where we're at so you've got your
363. 13:09origin stories you got the experiences
364. 13:12that created and shaped the beliefs that
365. 13:14you are you have the exceptional
366. 13:16outcomes that you've that you've had or
367. 13:18accomplished along the way you have your
368. 13:20enemies right that that the things that
369. 13:23you hate right things that you hate in
370. 13:26this world now the next one is and this
371. 13:29is this is key
372. 13:32key is your
373. 13:35flaws right because the reason that
374. 13:37Spider-Man will always have like such a
375. 13:39strong like Superman without Kryptonite
376. 13:41would not be a
377. 13:43character like they have to give him a
378. 13:45weakness he has to have a flaw or he
379. 13:48can't be it can't be a character that's
380. 13:50interesting exactly' be terrible elena'
381. 13:52be
382. 13:53horrible and so you want to write down
383. 13:56like the flaws what did some of you guys
384. 13:58say lost his money twice right like had
385. 14:01a partner take everything right like
386. 14:04almost went bankrupt got in a DUI head
387. 14:07on collision got picked up out of jail
388. 14:08from his girlfriend at the time right I
389. 14:10used to drink a lot every single day
390. 14:12just to like get through life um I tend
391. 14:16to be very like depending on how you see
392. 14:18it like I'm relatively disorganized I'm
393. 14:20very obsessive extremely obsessive um so
394. 14:25like there these are like these are
395. 14:27things right that like the these are
396. 14:29some of my flaws right I think I have an
397. 14:31ego I think I can be arrogant at times I
398. 14:34think that's tough I think I would
399. 14:35probably add to this list now which is
400. 14:37that I at times can be short with people
401. 14:40um and uh I am working on having less of
402. 14:43a temper but I still do um and so like
403. 14:46these are the these this is me you know
404. 14:48what I mean like um and I I I am flawed
405. 14:53you know what I mean like I forget stuff
406. 14:54I'm forgetful uh I'm really good at
407. 14:56facts and numbers uh bad about like
408. 14:59events so like birthdays and like travel
409. 15:02and like what's H like I can't right now
410. 15:04I'm looking at I have no idea what's
411. 15:06happening in the next hour I don't know
412. 15:07what I'm go after this I have no idea
413. 15:09what's happening someone's gonna come
414. 15:10they're gonna tell me what's happening I
415. 15:11have no idea on the flip side allows me
416. 15:12to be present so I'm super present when
417. 15:14I'm here but I have no idea what's
418. 15:16happening the rest of my life and so and
419. 15:19so the next so that's the next category
420. 15:21is what are the thing and here's the
421. 15:23thing guys this is the big
422. 15:25one too many people who are starting out
423. 15:27want to pretend to be this they want to
424. 15:30pretend to be Superman and there's two
425. 15:32main problems with that number one it's
426. 15:34not relatable number two everyone knows
427. 15:36it's
428. 15:38[ __ ] so you're so if they believe
429. 15:41you it's not relatable if they don't
430. 15:42believe you which is most people you
431. 15:43look like a like a fraud you look like a
432. 15:45make belief all right there's no good
433. 15:47outcome think about think about the guy
434. 15:50who's just like hey um I'm like pretty
435. 15:55bad at reading uh and so I can't write
436. 15:59long books and so uh I wrote this like
437. 16:02very short one with lots of pictures um
438. 16:05because I'm not that good at it but this
439. 16:06is just the stuff that I've found over
440. 16:08the last like five years I've taken you
441. 16:10know 2,000 3,000 5,000 whatever the
442. 16:12number is like sales
443. 16:15appointments and so like I just put it
444. 16:17into this little thing and this is what
445. 16:18I gave to my team and I thought I might
446. 16:20be valuable for you you probably like
447. 16:21that guy more than the guy who's like I
448. 16:23close a 100% every [ __ ] day all of
449. 16:26you guys suck I'm amazing
450. 16:29and go right now and download it if you
451. 16:31don't want to be a loser like my god of
452. 16:35course everyone hates the second guy and
453. 16:36that guyy is somehow surprised that
454. 16:38everyone hates him right and so you also
455. 16:42by the way when you have your flaws it
456. 16:45actually makes you as a as a character
457. 16:48which is what you like everybody here is
458. 16:49a person everyone here exists as a
459. 16:53character in everyone else's mind to you
460. 16:55you're a human but I like don't kid
461. 16:58yourself no no one really cares about
462. 16:59you you'll die and a couple weeks later
463. 17:01everyone will forget and so there's just
464. 17:02like this pigment that this little this
465. 17:04little picture in people's head that has
466. 17:05a couple bullets about you right and so
467. 17:08if you want to become significantly more
468. 17:12compelling hedging what your good stuff
469. 17:15is proceeding it with bad stuff will
470. 17:17make the good stuff more compelling so
471. 17:20if I'm on a date and I'm like listen I'm
472. 17:22really disorganized I super forgetful
473. 17:25like uh I actually live in my mom's
474. 17:27basement right but I'm the best chef
475. 17:30you've ever
476. 17:31had you would probably believe me now if
477. 17:35I just said I'm the best chef you've
478. 17:37ever had an amazing driver and I got
479. 17:39great grades like it just there's no
480. 17:42there's no hedge there's no reason for
481. 17:44me to believe you right and so you can
482. 17:47use these flaws which you should be open
483. 17:49and honest about right because the thing
484. 17:51is everyone else is going to say them
485. 17:53but if you say them there's not a lot
486. 17:55for people to say it's like Heros took
487. 17:58testosterone it's like I've been open
488. 18:00about that I'm open about it right and
489. 18:05so I'm saying this because like a lot of
490. 18:07you guys are afraid and so shame only
491. 18:11exists in darkness as soon as you put in
492. 18:13the light it disappears because you
493. 18:14realize no one cares people care about
494. 18:16lying they don't care about the truth
495. 18:18once it's out so just just put it out
496. 18:21there like there's the common story of
497. 18:22Eminem like he had the rap battle he to
498. 18:24claimed all of his negatives all of his
499. 18:26flaws and the other person couldn't say
500. 18:28anything you want to be a like you want
501. 18:29to you want to beat people to the punch
502. 18:31beat yourself out more than anybody else
503. 18:33can as far as your marketing is
504. 18:35concerned all right so that's number six
505. 18:38we have our flaws you guys digging this
506. 18:39it's kind of interesting
507. 18:42okay so the next one I worked out my
508. 18:46arms this morning my arms are cramping
509. 18:47up okay the next one is associations
510. 18:50this is a big one this is a super big
511. 18:52one you have to be incredibly careful
512. 18:55about who you associate with and it's
513. 18:57also what who and what right like if you
514. 19:00were like if you come out and you're
515. 19:01like hey I'm a Christian that you're
516. 19:02going to get you're going to be
517. 19:03associated with all things good and bad
518. 19:06that people associate with Christianity
519. 19:08now if you are a Believer then you're
520. 19:09going to associate almost all good with
521. 19:11it of course but you'll have to assume
522. 19:13also that there are people whove had
523. 19:14negative experiences with Christianity
524. 19:17or people who claim to be Christians and
525. 19:19so you're going to have that that's get
526. 19:21pasted on you as well and so when you
527. 19:23make associations it's like you just
528. 19:25like jump into a pool someone else's
529. 19:27pool and you come out out soaked in all
530. 19:29of those associations as well and so you
531. 19:32want to be very very particular about
532. 19:34who you make associations with and so
533. 19:37like and and there's also degrees of
534. 19:40Association right like if you go into
535. 19:41business with someone it's a much
536. 19:43stronger Association than if you go on a
537. 19:45podcast right and you're getting
538. 19:47interviewed by somebody significantly
539. 19:49lower there's an association that's made
540. 19:51for sure it's more likely though that if
541. 19:54you go on a podcast you'll be associated
542. 19:55with everyone else who that person has
543. 19:57interviewed than you are with that
544. 19:59person this person interviews people who
545. 20:01are like this right and so you have to
546. 20:04think about this really really
547. 20:05consciously and if you're not sure in my
548. 20:07opinion don't associate if you're like
549. 20:09I'm not sure if this is good just don't
550. 20:11because the one person that you can
551. 20:12always associate with you will always be
552. 20:13on brand is you can always associate
553. 20:16with
554. 20:16you
555. 20:19okay next one is language is having
556. 20:24unique language unique jargon that like
557. 20:27little isms that are your thing right
558. 20:31now there's like if you think about like
559. 20:34CrossFit as an example of this it's like
560. 20:35they have the wads and the Fran and the
561. 20:38they have all these these terms the murf
562. 20:40right they have their workouts whatever
563. 20:43it is and so they have each of these
564. 20:46kind of like little jargony things that
565. 20:47once you get into the community you
566. 20:49start using them and then you feel like
567. 20:50you're in in group out group and so
568. 20:53basically it's like you're giving your
569. 20:54audience some of these words that they
570. 20:56can use amongst themselves now in my
571. 20:59world it probably be like business terms
572. 21:01would be the language that I would say
573. 21:02that that I use um and I'm very
574. 21:05particular about trying to speak about
575. 21:08business in the lowest grade level
576. 21:12possible one is that it actually inter
577. 21:14like a lot of international people can
578. 21:16understand what I'm saying and they
579. 21:17can't understand what other people say
580. 21:18so that's a big part of it the other
581. 21:20part of it is just that shoot in America
582. 21:23you know 32% of eighth graders read at
583. 21:24eighth grade level so like just being
584. 21:26reality is that a lot of people get now
585. 21:28here's the thing some people are like oh
586. 21:29those people are dumb there's a lot of
587. 21:31business owners like I got a buddy who's
588. 21:32super successful business owner dropped
589. 21:34out of high school when he's 15 can't
590. 21:36read just legit can't read right and and
591. 21:40I bring this up to say like there's a
592. 21:41lot of smart people that just had bad
593. 21:42education and I think those are very
594. 21:44like those are different things being
595. 21:45well- educated versus being intelligent
596. 21:47are not the same and so that's that's me
597. 21:50just showing a little bit of my cards
598. 21:52but for you when you think about your
599. 21:53language it's like what are the isms
600. 21:55what are the like the unique things that
601. 21:56you can name that are yours like
602. 21:58financed acquisition something I've
603. 21:59never heard anybody else say it's
604. 22:01something that I've said for a very long
605. 22:02time right lcv CAC ratios I'm not the
606. 22:04only person who says it I would say that
607. 22:06I probably talk about it more than
608. 22:07anybody else online but like you know
609. 22:09what I mean like that's something that I
610. 22:10talk a lot about um and and so that's
611. 22:14that's kind of like that's kind of the
612. 22:16point there it's like you'll have some
613. 22:18unique isms that you'll use on a regular
614. 22:19basis like the value equation like
615. 22:21that's a term that I made up that now
616. 22:23people just use right Grand Slam offer
617. 22:25that's a thing I made up that is a thing
618. 22:28is a ter ter that people use and so like
619. 22:29if you hear what I'm saying here like
620. 22:30there are there are words that you
621. 22:32things that you will name Frameworks
622. 22:34that you will name solutions that you
623. 22:35will name and if you have a solution I
624. 22:37would recommend you name it so that at
625. 22:38least like one you can call it something
626. 22:40but also more importantly so that your
627. 22:41audience can call it
628. 22:43something and then finally um you want
629. 22:46to be
630. 22:48likable and so I think this is where I
631. 22:52think this is where it's like just it's
632. 22:54it's like letting people see the other
633. 22:57side of you of course the vast majority
634. 22:59of your content is probably going to be
635. 23:00around whatever it is that you help
636. 23:01someone do right if you help people do
637. 23:03food stuff then it's probably going to
638. 23:04be mostly about food if you help people
639. 23:05do dating stuff it's going to be about
640. 23:06dating stuff if you help people do
641. 23:07personal development whatever right like
642. 23:08you're you're going to help them mostly
643. 23:09about the thing but it's like the little
644. 23:11outakes it's like the little moments
645. 23:14between points where I think you can
646. 23:17shine through and people can kind of
647. 23:20like see who you are and I think that's
648. 23:22why long form podcast long form content
649. 23:24in general tend to build much deeper
650. 23:28audiences than lots of short form
651. 23:30content because in short form it's like
652. 23:32you have such little time that those
653. 23:34moments often just get cut right because
654. 23:36it's like does it maximize watch time
655. 23:38and all this stuff whereas a a longer
656. 23:40piece you can let it breathe and if
657. 23:42someone's watching a two-hour long video
658. 23:44if you take two seconds to answer a
659. 23:46question they're not going anywhere
660. 23:48right and so I think that's
661. 23:50fundamentally I think that's one of the
662. 23:51big advantages of long form content is
663. 23:53so that you can express these things
664. 23:55okay so these are the these are the
665. 23:58larger buckets under which you can and
666. 24:02this is a project like this this whole
667. 24:03thing when I filled this out took me I
668. 24:06want to say a weekend it took me a whole
669. 24:08weekend but by the way
670. 24:11FYI this whole list is like your content
671. 24:14calendar for the next two
672. 24:17years so it's like man what do I make my
673. 24:19content about it's like make it about
674. 24:21the stories that shifted your behavior
675. 24:24like fundamentally you learned you
676. 24:26changed how you act
677. 24:28and so like tell people why you have the
678. 24:32conclusions you have I think those are
679. 24:34incredibly compelling someone here's the
680. 24:36cool thing people get the lesson without
681. 24:38the scar hey I got stuck in a car for
682. 24:41four days and this is what I did uh to
683. 24:45pass the time so that in case you're
684. 24:47you're stuck in a car for four days you
685. 24:48can figure this out I'll tell you one
686. 24:50recently I saw a short the other day
687. 24:52from hberman I don't watch any of his
688. 24:54stuff I saw a short on how to get rid of
689. 24:57hiccups and I saw the short like a month
690. 24:59ago and I had hiccups like two nights
691. 25:01ago and I was like you know what I was
692. 25:03like oh huberman had that video I was
693. 25:05like what did he say and then I remember
694. 25:06what he said and then I did the thing
695. 25:08and my hiccups went away and I was like
696. 25:11how about that see short content did
697. 25:14serve me right I was I was thrilled all
698. 25:16right and so I I bring this up just to
699. 25:18say that you
700. 25:20want like a me okay me literally telling
701. 25:23you that story right that story it's
702. 25:26like it had changed my behavior I
703. 25:27learned something from it right and so
704. 25:30we have so many things that change our
705. 25:32behaviors throughout our lives that are
706. 25:34valuable to other people if you learn
707. 25:36something you just tell it and people
708. 25:39just don't write down or they're not
709. 25:41cognizant of when those changes occur
710. 25:44but those moments are so valuable to
711. 25:46everyone else like fundamentally how
712. 25:47Humanity has advanced