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If I Wanted to Build a Brand in 2026, I'd Study This for 1 Hour — Transcript

by MoreMozi · 16,321 words · 2,378 segments · language en · Watch on YouTube

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0:00I've got a small YouTube channel, like
0:02really small, and I I just don't know
0:05where to go other than just make more
0:08content.
0:09>> What do you sell?
0:09>> I've watched y'all's stuff.
0:12I don't have anything to sell. That's
0:13>> What do you make YouTube about?
0:15>> Should I have a product?
0:16>> What was that?
0:17>> What do you What's the YouTube about?
0:20>> It's uh hunting, fishing, outdoors. I'm
0:23an outdoorsman. Okay.
0:24>> Oh, that's cool. And how many uh
0:26subscribers do you have or views do you
0:27get a month?
0:30Uh, so I've got 2,000 subscribers,
0:33>> okay?
0:34>> And uh, last in the last 28 days, I've
0:37gotten almost a quarter of a million
0:38views, mostly from shorts. I haven't
0:40posted any long yet.
0:42>> Okay.
0:44All right.
0:46>> I post.
0:47>> What do you do to make money?
0:48>> Yeah. How do you live?
0:51>> Uh, I have a job. I work 40 hours a
0:54week.
0:54>> What do you like? What do you do,
0:55though? puts the damn
0:57I make lawn mower parts.
1:00>> Okay.
1:02Nice.
1:02>> All right. Um Okay.
1:06I I think you're early.
1:11>> Mhm.
1:12>> I think you're early. So, I do think
1:14that you should start making some longs
1:16because longs is what's going to depth
1:17your kind of influence with the
1:19audience. You want to you want to
1:20demonstrate more expertise around
1:21hunting. Um, and if you're like, I don't
1:23know how to do that, just take three or
1:25four long con, sorry, short concepts
1:26that were good and just loop them
1:28together. Not not literally loop them
1:30together. Just, you know, make a video
1:31that covers each of those uh each of
1:33those concepts, you know, in tandem and
1:35work your way to a five or eight or 10
1:36minute video.
1:39>> Mhm.
1:39>> And I would start doing that. I just
1:40think I think you're early, dude.
1:44>> Okay. So, just basically just do more.
1:47>> Yeah. And and do better, too. You know
1:48what I mean? Like I think you got you
1:49got to learn a little bit more about the
1:50content game. Um,
1:53>> yeah,
1:54>> I would say like what right now are you
1:58spending all of your time making content
2:00for YouTube outside of work?
2:03>> Just about. Yes.
2:04>> Yeah. And how long
2:05>> every minute I [clears throat] can
2:06spare, I do.
2:07>> No, you're good.
2:08>> How long have you been doing it?
2:12So, I started the channel several years
2:14ago and kind of got very very
2:17inconsistent and then uh about two
2:20months ago I decided to really get after
2:22it.
2:22>> Okay. Well, okay. I think that we can
2:24both tell you this which is like YouTube
2:26is a game of consistency.
2:28>> Like that's just that's how the platform
2:30works. So, I think the biggest thing
2:32that you can do right now is just be
2:34consistent. Because if you look at like
2:35how to go from just like okay or
2:37mediocre to just like good solid, it's
2:39consistency. And then if you want to get
2:41to like great, it's like continued
2:43improvement while being consistent.
2:46So I guess the question is how many
2:48shorts and how many longs do you commit
2:49to making per week?
2:52>> So I was at one point I was doing one a
2:56day and I was it was great, but I'm kind
2:59of back down to like three a week. Three
3:02to four a week.
3:03>> You mean for the shorts, right?
3:06>> Yes, sir.
3:07>> Yeah. I think I mean you do have to do
3:09more and you have to do it consistently
3:11and I would just tell you that like
3:12right now you're not multi like just for
3:14your own self do not consider yourself
3:17having done this for years. You've been
3:18doing it for 8 weeks.
3:21>> Yes.
3:22>> So you're super early, man.
3:23>> Yeah.
3:24>> You're super early.
3:25>> Okay.
3:26>> So I just like I wouldn't even think
3:27about monetizing it right now. Like you
3:29just want to take 5:00 a.m. to 900 a.m.
3:31and 5:00 p.m. to 9:00 p.m. You're 5 to 9
3:34beginning a day, end of day. And I put
3:36all of that into making sure no matter
3:38what I got out I get out one short a day
3:41and then on my weekends I'm going to
3:42make sure that I get at least one long
3:44out.
3:46>> Okay. All right.
3:47>> What's your goal?
3:48>> One more question.
3:49>> What's my goal?
3:50>> Yeah.
3:51>> Do you want to quit your job? Do you
3:53want to build a company?
3:55>> Yes. So, I believe if I can just replace
3:59my income from my job with this, then I
4:02could scale it up. And uh I guess my
4:06number would be about 10 grand a month.
4:08>> Okay. Can I ask you something to be
4:10super honest?
4:13>> Mhm.
4:13>> What stops you from making one video a
4:15day like you were? Like what what
4:18behavior?
4:21Um, mostly
4:23just life gets in the way or I get to
4:25[clears throat] talking and to somebody
4:28and then sun goes down and now I'm out
4:31of daylight.
4:34>> So if you if you want to ask yourself
4:36how to be consistent, the question is
4:37how do you stop the things from
4:38occurring that make you inconsistent?
4:42>> So it's like do you have the right
4:43people surrounding you? Do you have
4:44yourself in the right environment? Like
4:46those are the things that I think you
4:47want to be thinking about right now
4:48because I know like for myself or for
4:50Alex when we were first starting out and
4:51like making just trying to get into
4:53business, I had to put myself in an
4:55environment where it made it easy to
4:57achieve my goals, not hard. Which also
4:58meant surrounding myself with people in
5:00a routine [clears throat] that made it
5:01easy.
5:04>> Okay.
5:04>> Do you want to know how how I define
5:06commitment?
5:10>> How?
5:11>> The elimination of alternatives.
5:14You have to get rid of your other
5:16options.
5:17>> And I don't mean like you need to quit
5:18your job. I mean everything else that is
5:21not you make if this is what you want
5:23and it's [snorts] like you can only know
5:24that. But if this is really what you
5:26want, then it means that you have to say
5:28no to everything else in order to truly
5:30say yes to this.
5:31>> Because every time you say yes to
5:33something else, it's saying no to this
5:34thing that you want. And almost always
5:37the things that we want to say yes to
5:38now are short-term long-term. We say yes
5:41in the moment because it gives us a
5:43shortterm short-term good thing, but it
5:45prevents us from the long-term bad uh
5:46long-term great thing.
5:50>> Okay. So,
5:53I was also thinking, should I post on
5:56Instagram, Facebook as well?
5:59>> I want you to be consistent with YouTube
6:01first, man.
6:03>> All right.
6:04>> Give me 12 weeks of consistency. You
6:06make one long and you make seven shorts
6:0712 weeks in a row. You do that and
6:09you're like, you know what? I got more.
6:11The thing is is right now you have to do
6:12that volume so you can become more
6:14efficient. Like you have to feel the
6:16pain of the inefficiency of being like
6:17man this is a lot of work because when
6:19you do that all of a sudden you'll start
6:20getting faster, you start getting better
6:22and your work output and capacity will
6:23go up
6:26and then you'll free up the bandwidth
6:28because you got more skills, you got
6:29more efficient that you can start
6:30looking at, you know what, I'm going to
6:31repurpose this on Instagram or repurpose
6:33this on Tik Tok or whatever.
6:36>> Okay. It's also like just like really
6:39thinking about this in order to build a
6:41business to replace your income like you
6:42want to build that confidence and
6:44confidence is an output not an input.
6:47The input to confidence is becoming
6:49incredibly consistent with something. So
6:50you get the experience which makes you
6:52competent and then it leads to
6:53confidence. And I think like in general
6:55if you can't stick with a commitment
6:57that you make to yourself then you you
6:59degrade the trust you have with yourself
7:01every day. And so like anything you do
7:04it's not going to come out as good as it
7:05could be. It's always going to be
7:06harder. it's going to take longer if you
7:07don't repair that trust with yourself.
7:09So, I think like right now, if you're
7:10just consistent with the posting, like
7:12that is going to make you not just
7:13better at business and content, but just
7:15better person for yourself, a better I
7:17would say like partner to yourself in
7:19doing this.
7:22Mhm.
7:25That That's kind of funny because I was
7:27watching one of Alex's videos where he
7:30was talking about consistency and how it
7:32how you get better by doing the thing
7:35over and over again. So, I started doing
7:38that and I've already noticed that
7:39trend.
7:41>> It's a I think right now it's good to
7:42steer a little bit like I get obsessive
7:44over doing things consistently. Alex
7:45knows this. Um but I think you can steer
7:48a little bit in the obsessive uh
7:50direction right now. I think it'd be
7:51good for you and then you can course
7:52crack that later.
7:55>> And expect the fact like expect people
7:57who are normal and around you to not
7:59understand. Expect them to think it's
8:01weird. Expect it to not look cool. Like
8:04everyone goes through a cringe period.
8:06Like you're it's going to be lonely
8:07because you're trying to do something
8:08that's very different. And I make that
8:10content where I say like in order to be
8:12exceptional, you have to become the
8:13exception. You're going to probably be
8:14surrounded by the majority of people in
8:15your life who don't want this, aren't
8:17interested in it, think it's dumb, think
8:18it's stupid, think it's you trying to be
8:21famous, you thinking more of yourself
8:23than you really are, all of that stuff.
8:25And you just have to just put that in on
8:28the shelf and get back to work
8:32cuz like either they'll be right or you
8:34will. And you've got a long time to be
8:35right.
8:40>> That's kind of what I was. All right.
8:42Thank you.
8:42>> Yeah. Yeah,
8:43>> they'll be right for now and you'll be
8:44right for good.
8:48>> Yes, sir. So, just keep keep on
8:50>> keep posting.
8:51>> Keep on, baby. Keep on. [snorts]
8:54>> Thank you very much. You guys are
8:56awesome.
8:57>> You bet. I appreciate you, man.
8:58>> See you.
9:00>> What you're lacking is a brand. Like you
9:02developing more products does not make a
9:04brand. You developing associations that
9:07are premium is what makes the brand. And
9:09so the AI influencers and all that stuff
9:11that you're going to go do, that's fine,
9:13but they don't have brands.
9:16And so you have a lot of people, you're
9:18basically just getting free clicks.
9:20That's what this is. But if you want the
9:22the value of the association, that's
9:25where there's probably one or two,
9:28three, maybe big Mexican female
9:32influencers that you need to recruit.
9:34give tiny tiny slivers of the company or
9:36not at all pay them to be the face of
9:39the company to get the associations in
9:42place.
9:43>> Okay,
9:43>> that's what has to happen. Okay.
9:46>> So, said differently,
9:49>> if school were to have just gotten a
9:51bunch of AI affiliates to go make
9:54content about school, that does not do
9:56the same thing for school as me
10:00investing in school and then talking
10:01about school because I have trust. The
10:04AI avatar doesn't.
10:06And so, that that's the problem you're
10:08trying to solve is you're trying to
10:09solve a trust issue with more products,
10:12which is just irrelevant. doesn't it
10:13doesn't actually translate. Now, the
10:15product itself has to be exceptional.
10:16That reinforces the brand. That's good.
10:18If the product sucks, it doesn't matter
10:19what happens after that, right? You'll
10:20get the first purchase and then that's
10:22it. And you won't get a good person to
10:23go promote it because they know the
10:24product sucks. It hurt their brand,
10:25right? And so, people will then say,
10:27"Okay, well, there's a zillion lotions
10:29and potions on the internet. I trust her
10:31because I've consumed her stuff and I
10:32know she wouldn't sacrifice her
10:33reputation just to make a quick buck."
10:35And that's what reinforces and elevates
10:36the brand.
10:38>> Okay.
10:39>> Okay. So, I'm fine with the AI thing. I
10:42think it's cheap clicks.
10:50>> I think that if you want to solve the
10:52brand thing, you need two to three
10:53premium associations.
10:58And here's what's going to get here's
11:00where it gets really interesting. If you
11:01get those two to three premium
11:03associations, guess who else will want
11:05to promote your [ __ ] The people who are
11:07not as cool as them, but wish they were
11:08as cool as them.
11:13What you're trying to do is capture the
11:14cool.
11:16>> Yeah.
11:17>> And you don't get that with AI slot.
11:19You'll get impressions. People will have
11:21heard of you, but they will not have
11:23positive association. They will have
11:24heard of you.
11:26>> It's it's a reach play, not an influence
11:28play. You want influence.
11:31So like the real real the real real is
11:34that you have an arbitrage business.
11:36>> Yes.
11:37And it's very difficult to turn an
11:39arbitrage business into a strong brand
11:41because the arbitrage stuff, all the
11:44huge amounts of content that you're
11:45pumping out typically are not cool.
11:48And so cool people don't want to
11:49associate with it. So they don't. And so
11:52the harder the harder way to grow this
11:54into a true brand, which is what you
11:55want, I think, right, is to build like
11:56we want to be the number one thing. Like
12:01name a single skincare brand that is big
12:05that has grown the way you've grown.
12:08That's the way I
12:11road maybe
12:12>> was it
12:13>> road
12:14>> they have like how many big they have
12:16like you would know better than me but
12:18they isn't that uh
12:20>> yeah it's Bieber yeah oh yeah I mean
12:22it's the same thing minus Haley [ __ ]
12:24Bieber but like [laughter] it's her
12:26brand
12:26>> yeah I know I know
12:30>> the point is that you probably if you
12:31were to name a bunch of skincare lines
12:32you would literally just go down the
12:34line and start just be like well there's
12:35Kylie cosmetics, there's Haley Babavers,
12:38there's you just start naming people.
12:40There's Fenty, there's like you just
12:43start naming the people who represent
12:44the brands. That's what you're missing.
12:50And so what's difficult is I think you
12:52can actually over I think you I think
12:54with a couple of premium brand
12:55associations you can cover it.
12:58You can't be discount driven.
13:03>> I know. I don't think I don't think our
13:04product is that good. I mean,
13:07>> this is No, this is important because
13:09like this is actually almost the same
13:12conversation I was having with Mete, but
13:13you're just selling a product.
13:15>> Right now, you have the e-commerce
13:17equivalent of an info business.
13:20It's more scalable. There's there's
13:22numbers. It goes up and down. It's all
13:24arbitrage. It's just buy clicks for X,
13:26sell them for Y, make the spread, and
13:29that's it. That's the game you're in. If
13:31you want to build a brand, you have to
13:32build it differently. You don't need to
13:34necessarily do that, though. I'm not I'm
13:36not telling you that's the the answer,
13:37but I'm saying if that's what you want
13:38to build, you have to play it
13:39differently.
13:41>> So, it means you have to get two to
13:42three premium branded associations. The
13:44content you're putting out, it's not
13:45like, oh, we just want to make as much
13:46content as possible, you know, featuring
13:47the product. It's like, are the people
13:50in the in the in the ads
13:53representative of the avatar and the
13:56values that we want this company to
13:58stand for?
14:00And so then it starts to reinfor because
14:02like if you think about like this if
14:04you're like I want to have a 100
14:06different avatars for 100 different
14:07demographics so I can cover every single
14:09type of person. You just communicate to
14:11the market that you are for everyone
14:12which means you are for no one.
14:14>> Yeah.
14:15>> And so no one knows what you stand for
14:16which is why you have no brand. And so
14:19you have to you have to kind of like the
14:20focus thing. You have to cons in with a
14:22concerted effort saying no to all of
14:24this. Like we have no men. We're not
14:26doing men. We're not doing young women.
14:28We're only doing women that are older
14:30and they have these three problems and
14:32every single video is going to hit on
14:33one of these three problems over and
14:35over and over again. And we're going to
14:36get the aspirational hero to those
14:38ladies to say that we're the best. And
14:40then in order to get that lady to say
14:42we're the best, we have to be cool. In
14:43order to be cool, we have to make sure
14:44the product's good. So right now you're
14:46like the product's. It's like you own
14:47the [ __ ] product. Like you should be
14:48the biggest like [laughter] the
14:50product's amazing, right? Um but the
14:53product has to be exceptional. Like you
14:54have to be you have to look at the Miss
14:57Universe and she has to get it and be
14:59like this is amazing. And if it's not
15:01amazing, she's not going to rep it. And
15:02if she's not going to rep it long term,
15:03there's no brand.
15:07That's the reality of it. I'm not saying
15:10you have to do that. If you want to
15:11build the brand, that's what it takes.
15:13>> And it will take longer. And that is why
15:15brands are valuable.
15:17>> Yeah.
15:17>> And arbitrage businesses are not
15:19>> build.
15:19>> Yeah. It's just that there's going to be
15:21a trade that's going to happen with
15:23short-term cash.
15:27>> I have a friend who has a $300 million a
15:29year business that does weight loss
15:30related stuff. No one will touch it with
15:33a 10ft pole because there's no bread.
15:35It's just pure media performance-driven
15:37marketing the whole way through.
15:39All they have is just gurus online
15:41saying that it's a [ __ ] scam and it's
15:42it's horshit. That's all that all the
15:44videos online are just that. No one's
15:46saying it's good, [laughter]
15:47but that's all it is because they just
15:49make so much money, but they have no
15:51margins because the cost of acquisition
15:52is super high. Their months and no one
15:54will buy in because the months are like
15:55you go 14 million, 8 million, 30
15:57million, 22 million. Like it's it's all
15:59over the place because it's all driven
16:00by what your cost per click is.
16:04>> And so the the the metric that becomes
16:07your north star has to be revenue
16:09retention.
16:11>> Okay.
16:12>> And not subscription arbitrage, which is
16:14different. you differentiate those two.
16:16>> Yeah. So like a subscription arbitrage
16:17is like how do I get someone like if I
16:19have like a buy one lotion and then it
16:21says buy three lotions, buy six lotions,
16:22buy 12 lotions and I have enough like
16:24you know CRO around it, I can I can get
16:26the average order to be four lotions or
16:28whatever. That's not getting people to
16:30that's getting people to buy more [ __ ]
16:32not more times. At the end of the way
16:34day we can't the thing that makes the
16:36brand valuable is that that you build a
16:38distribution base of customers who trust
16:39you and come back to buy. That is what
16:41builds the brand. And so to your point
16:42of like when you build a brand, the
16:45person who buys it is happy to buy
16:47because they can launch more more
16:48products because there's trust in that
16:50distribution base. So the distribution
16:52is what the brand builds. My brand is
16:55meaningless without all the business
16:56owners who follow my stuff. The
16:57distribution is the value of the brand.
17:00So you have no distribution.
17:03You don't have a huge base of customers
17:05that are always willing to buy whatever
17:06you whatever you do next. You have a
17:08small base of customers. You have a huge
17:09base of new customers every month. a
17:11very small base of recurring customers.
17:13You need that base to grow. And [snorts]
17:15it's not just recurring because you're
17:16billing them, but people who trust you
17:18and are willing to take a shot on your
17:19next product. Real quick, I'm going to
17:22show you the exact 10-stage road map
17:24from zero to 100 million plus that less
17:27than 1% of companies finish. I've now
17:28done multiple times. And so, I can say
17:30with a lot of confidence that these are
17:31the stages as headcount increases that
17:34you need to get through. And I broke
17:36each of these down by eight different
17:37functions of the business. what the
17:39constraint feels like, like what are the
17:41symptoms of it when you're going through
17:42it, and then what steps we actually took
17:44to graduate. And we've done this across
17:45software, physical products, uh,
17:48service, businesses, brick-andmortar,
17:49all of this, and it works. And it's my
17:52gift to you. It's absolutely free. And
17:53so, the link's in the description, but
17:54you just go acquisition.com/roadmap.
17:57Just enter your info and it'll spit it
17:58right back to you. All free. I'd rather
17:59you just start a new brand, refresh with
18:01a new product. think
18:05>> you said you already have like a you
18:06have like people online who you have
18:09like a lot of hate already
18:11>> what
18:11>> people are like not stoked about the
18:13product right now right it's harder to
18:15it's harder to do a rebrand it's harder
18:18to it's harder to move a brand that like
18:19there's a reason that some brands at
18:20some point are just like [ __ ] it it's
18:22better to just be brand new get two
18:24people who are badass to associate with
18:25it this is awesome they're like oh wait
18:27they're that old company it's like
18:29really it's like yeah that's if you get
18:31that reaction that's good because the
18:32old one was bad.
18:37>> Okay,
18:38>> so here's the playbook is that you have
18:41you have to sell through your existing
18:42inventory,
18:43>> right? And let's just call it what it
18:45is. You're just going to smash and grab,
18:46make the money that you can with that
18:48cash, you're going to fund the legit
18:50products.
18:52Part of that is going to go to two to
18:54three premium influencers. The people
18:56that are the most recogn literally just
18:58go for the biggest person you can get
19:00who will who will agree to to to sponsor
19:01it. Leverage that person to go get the
19:04other levels affiliates underneath of
19:06them that are not as legit as them, but
19:08you can leverage their name.
19:11>> And then that is the direction that the
19:12brand needs to go in. And then the all
19:14the AI affiliates, influencers, whatever
19:17that you're going to build, you have to
19:19make sure that they're not representing
19:20everyone. They have to only represent
19:22that specific avatar. Otherwise, it'll
19:24look like AI slop. You're going to
19:26repeat the same mistake. So, it has to
19:28be everything has to be on message.
19:29Everything has to be on brand. And it
19:31has to be aspirational.
19:32>> Yeah.
19:34>> Like people buy Northace jackets because
19:37they're like, "Oh, the jacket stands up
19:39on the peak of Everest. It'll probably
19:42keep me warm from the car to the
19:43building." Right? And so people discount
19:45big aspirational things and then say,
19:47"Okay, well, if the guy jumped, you
19:49know, give him energy to jump out of
19:50outer space down to the earth. It'll
19:52probably, you know, my Red Bull will
19:54probably like wake me up for my meeting
19:55in 30 minutes, right? Like the Range
19:57Rover can can go off-road and and go up
20:00mountains and all this stuff. It's like
20:01it can probably get deal with a little
20:03bit of snow uh here in, you know,
20:05Vegas." So it's like they'll always
20:07discount. And so the idea is like we
20:08have to have these big like why do I do
20:10$100 million launch? because somebody
20:12would think, huh, I don't think I can do
20:14100 million, but like he could probably
20:15help me make an extra million. So, it's
20:17like I have to go all the way here to
20:20prove to somebody that they're like,
20:20"Okay, he can probably help me get to
20:22here." And so, that's what the brand
20:24like brand has to be aspirational. Think
20:25of it as an ideal that no one will ever
20:27achieve. And then you want people as
20:29close to that as you can.
20:32And the people that you're like, "This
20:33is who we want. These people are cool.
20:35They capture our essence." Okay,
20:38>> that's what that and then you can use
20:40them to run ads them like whitelist them
20:43right um as both affiliate side of
20:46getting more affiliates and then also
20:48just direct direct to consumer that's
20:50long-term how the brand gets built
20:52>> okay
20:54>> and so for me I just became that brand
20:56but like Leila is there Chiron is 100%
20:58aligned with how we do business and so
21:00he's joining so like ACQ is the larger
21:04brand that over time the association ACQ
21:07has with me why I wear it in every
21:08[ __ ] video and I will for years and
21:10so late later and like that imprint that
21:12association eventually gets built so
21:14that ACQ can just run its own ads
21:16doesn't need me because I've transferred
21:18that have the best product
21:20>> and then go get the coolest person to
21:22talk about the best product and that is
21:25how you build the brand to make the
21:26decision of do I rebrand or not if when
21:29you go to have these discussions with
21:30the premium people they're like I think
21:32you're a scammer or I don't think this
21:33is legit then you probably need to just
21:35rebrand it if they're there and they'll
21:37take it and they're like, "Oh, this is a
21:38really good product." Then you're
21:39probably fine and then it'll the brand
21:41will shift. I want you to get to the
21:42point where you love the products.
21:44>> Okay,
21:44>> that's what I want you to do. As soon as
21:46you love the products, then you can
21:47actually build a business around it. But
21:48until you have good products, it's all
21:50it's all [ __ ] anyways. Also, you're
21:52not emailing at all. So, you should
21:53email more. Please do that.
21:54>> Oh, yeah. Yeah.
21:55>> Yeah. What percentage of revenue is
21:56email?
21:58>> I mean, in Shopify and it's Shopify is
22:01only like 45% of our revenue.
22:03>> Like 15%.
22:05>> Yeah. So it should probably be closer to
22:0640
22:07>> email.
22:10>> Yeah. So you need to email more.
22:13>> Um and you probably need to have flows
22:15for each of the kind of like decision
22:16paths like obviously abandoned cart
22:18flow. You need two to three emails a
22:20week that are going out for regular
22:21value. E-commerce done well is 50%.
22:23>> Yeah.
22:24>> Yeah. So basically half of your revenue
22:26comes from email if you do it right.
22:29>> Insane.
22:30>> Yeah. You're not emailing enough.
22:33>> It's free.
22:35It's free.
22:36>> Okay.
22:36>> Yeah. So, a lot a lot of the big brands
22:39will actually just lose money on their
22:40on their straight store and just all
22:42literally 100% of their profit is email.
22:44>> They just look at what they generate
22:45from email. That's the profit.
22:47>> Okay.
22:48>> What everyone here needs to solve for is
22:52the thing that was the most valuable
22:53that Jim Launch had and continues to
22:56have,
22:58which is you want consumable media.
23:02Now what does that mean?
23:06If I teach you how to do math,
23:09the day before you learn how to do math,
23:11it is infinitely valuable. The day
23:13after, the value is approximately zero
23:15because you already know how to do it.
23:17This is the fundamental issue with
23:18education as a product. There's a reason
23:20that people graduate from school, right?
23:24Is because they have graduated, they
23:25learn the stuff, and that's what you
23:27want. The point of Tinder is for this
23:29app to get deleted. The point is for
23:31people to get in a relationship, right?
23:32And so you shouldn't feel like you
23:34failed if you actually educated someone
23:36and taught them. Now there that does
23:39create uh business constraints. So what
23:42did what did the education system do?
23:44They just invented infinite education.
23:45You can get multiple degrees. You can
23:46get a PhD. You get a masters. You can
23:48get a PhD. You can get a double PhD.
23:49Right? Like they they just keep selling
23:51more stuff. Fine. But
23:55for us, I'll give you two examples or
23:57actually give you three examples of of
24:02groups that created consumable media.
24:05All right, Jim Launch most valuable
24:08product that happened or occurred that
24:10we were able to give was that we would
24:13run ads, we would spend money. So, I'd
24:16spend 50 grand putting, you know,
24:18renting, this is going to sound silly,
24:20renting models, uh, who looked good in
24:22gym clothing. Then, we would do a shoot,
24:27then we would take those ads, we would
24:29edit them, cut them, produce them, and
24:31then we would test them in 10 to 20
24:33representative markets. And so, for us,
24:35we had, you know, 700 plus locations,
24:37uh, live and active and cycled over, you
24:39know, thousands and thousands over the
24:40years. Um, but we would say, okay, we
24:43want this to be in a Hispanic market, a
24:44black market, a white market, a Canadian
24:45market, a Mexican market, whatever,
24:47right? And so, and we'd also skew this
24:48by uh quality of operator, right? So, if
24:51you have really strong operators, really
24:52weak operators, we want to see if it's
24:54representative, right? And so, then what
24:56we would do is, let's say we tested a
24:58100 ads, we would find the top five
25:00winners and then we would hand them to
25:04the community who already knew how to
25:05run ads and they would run them in their
25:07local areas. And so every month you
25:10could have a choice. You could make your
25:12own ads and see if they worked and spend
25:17money behind them or you could just get
25:20the ads that you already knew worked
25:21that had already been tested and then
25:23just cash them in. Which one would you
25:26rather do? Why would a I if you knew
25:29every ad you had was going to be a
25:30winner, you would just only run winners.
25:32How nice would that be? Well, that's
25:34exactly what we did and do for gyms. And
25:38so the value of what they pay us is an
25:41approximation of two things. One is how
25:44much money they would lose trying to
25:47test to find ads that worked. And
25:50notwithstanding the effort of scripting,
25:53recording, editing, making their own,
25:56but on top of that, how much money they
25:58would directly make from our ads in
26:00general. And so you have both of those
26:03things. Now, let's run it through the
26:04original litmus test that we had around
26:07value creation. So, the closest thing
26:10that I mean, the perfect thing I could
26:11do is literally just hand them
26:13customers, right? That's the closest
26:14thing I could do. Now, we looked at
26:16that. We were like, should we run ads
26:17and just sell them for them and then
26:18just send them the gym? We was something
26:19we considered, right? But we decided
26:21that was a little bit outside of scope.
26:23And so, we're like, well, what's one
26:24degree less than that? Well, if we made
26:26the pages and we tested the pages and
26:28then we made the ads and we tested the
26:30ads, then all we would do is hand them a
26:32winning scratchoff ticket to put into
26:34the machine we had them pay for one
26:36time. And so this is the point. If you
26:39have a system, right, you have a system
26:42that you sell one time, right? This is
26:44the education component. This is the
26:46model. Some of you, this is B2B, right?
26:48But this works the same B TOC. same
26:51concept, but you're just the the thing
26:53you have some core curriculum that you
26:55want to take someone through to change
26:56their behavior. Fine. Now they
26:57understand how to sell whatever they
26:59understand how to run ads. Now they need
27:01the inputs into that machine. You want
27:04to be the supplier of those inputs
27:08because that's something they're going
27:09to need this month, next month, the
27:11month after, and has tremendously high
27:14and demonstrable value.
27:17So the second uh business had uh he did
27:21um wholesaling. He like taught people to
27:24wholesaling. And so what he would do is
27:26he had his team go find properties and
27:31then sort them, list them, rate them,
27:34and then every month he delivers a a PDF
27:38to his community of wholesalers with
27:41prevetted properties and that meet all
27:43their deal specifications.
27:45And then all his students or people in
27:47the membership community would have to
27:48do is just go to just walk it, right?
27:52That's all they have to do is just go to
27:54the address. And so by doing that, he
27:57was able to take all of the friction
27:59associated if they get one deal, it pays
28:01for the whole thing for the year, right?
28:03And so again, there's this common theme
28:06of okay, how can I do the work for them?
28:09And the 2011 version is how can I take
28:11the risk for them, right? So like Jim
28:14Launch did the work and took the risk.
28:16So I fronted the cash, right? He fronted
28:19the labor. And so you want to think how
28:23and think about the net the net gain
28:26here. Did we make their lives easier
28:28without having them incur more cost?
28:30Absolutely.
28:32Same thing with the wholesaler.
28:33Absolutely. And so there was another guy
28:37that teaches people um uh how to do
28:40print on demand. So that was his thing
28:42like printing print stuff, right? And so
28:44he has like 2% churn in his community.
28:48And what his consumable media was is
28:51that every week or every every I can't
28:53remember if it was every week or every
28:54month, whatever, he would go in and he
28:57would show with his tool how he was
28:59finding the trending uh products or
29:03logos or whatever that were printed
29:06and showing them how to sort for them.
29:08And then he would make that into a list
29:10and then he would put it into the
29:11community. And so the idea there is yet
29:14again, how can I chew the food for them
29:17and then spit it into their mouths?
29:20Disgusting,
29:22Danielle. Disgusting. I don't know why
29:24you would say that, right? Of course.
29:26Like little baby birds. Baby birds,
29:28John. Exactly. And so if you're like,
29:31"Alex, can you tell me what mine is?"
29:33No. Fundamentally, you're going to get
29:35paid a tremendous amount of money for
29:36answering that question.
29:39But what you need to zero in on is what
29:42is this consumable value? And I would
29:43maybe even make the argument that's
29:45maybe the most important thing that you
29:47can do for a membership. I think I'm
29:49going to say it. I think it's the most
29:50important if you want to drive down
29:52churn in your membership. You want to
29:55have something that they use and consume
29:57on a monthly basis because you want them
29:59to use and consume the community on a
30:02monthly basis.
30:05And so you just have to think about what
30:06that thing is for you. Like, are you
30:08guys getting this? Like, you can always
30:11pre-chew the food. Like, there's always
30:13more work that you can do, which is
30:15typically in the form of research,
30:17analysis, and then distillation of that
30:20information repackaged into something
30:22that is very easily usable.
30:25And so that is a net gain of time that
30:28they get for the value that they'll
30:30ultimately be able to trade that for in
30:31the future when they use the thing based
30:33on the education that they got from you
30:35that they paid you for one time upfront
30:38that was probably more valuable. So it's
30:41like you want to get them to pay you one
30:44time to have a system and then many
30:47times for the inputs to that system to
30:49make the system work. This is
30:50fundamentally the idea of like you sell
30:52an ink, you know, an ink printer and
30:54then you sell them the ink every month,
30:56right? You you teach them how to do hair
30:58extensions and then they buy your hair
31:00extensions every month when they need to
31:01use those for their customers. You teach
31:03them how to sell supplements and then
31:05they sell your supplements to their new
31:07customers every single month. Each your
31:10customers complexity like that is the
31:12work. Like that's what we get paid for.
31:14If you're like, "Man, this sounds hard."
31:16Or, "Man, this sounds like work." You
31:17know what's even more work? being poor.
31:21Like, you know what? It's even more work
31:23finding new customers. Way more work
31:27than keeping the ones you've got. I'll
31:29I'll tell you this from having sold a
31:31lot of weight loss in my life. We used
31:33to sell finished nutrition
31:34accountability. By far, 75% of the
31:37weight was on accountability because it
31:39was the thing that everyone felt like
31:40they needed. Most people know they need
31:41to stop eating cookies and they need to
31:43move. They already know that. The
31:44problem is they're not doing it. And so
31:46it was basically like we just said like
31:48we will generically keep you accountable
31:49and we had these you know five ways that
31:51we keep people accountable and we walk
31:52through it was mostly explain like we
31:54mostly sold an accountability system
31:56which is what I did at my gyms more than
31:58a fitness system. It was like these are
32:00the ways that we did it and we had three
32:01levels of accountability. You have
32:02peer-to-peer accountability, alumni
32:04accountability and expert
32:04accountability. You guys want to pitch
32:06this is what it is. And so peerto-peer
32:08accountability is that you want to be
32:09you want to know you're going through
32:10something with somebody else
32:11shoulder-to-shoulder so that you don't
32:12feel alone. they're going through the
32:14same step at the same stage as you.
32:16They're suffering, they're sore, they
32:17feel, you know, nauseous, whatever. It's
32:19nice to have somebody doing it so you
32:20don't feel alone. The second type of
32:22accountability, it's nice if somebody's
32:23one step ahead. That's the alumni.
32:24That's the person at the end of the
32:26racetrack being like, "You got it. You
32:27can make it. They're cheering you on,
32:29right? So, we have a whole group of
32:30alumni who've been there. They've lost
32:3220, lost the second 20, lost the third
32:3320, and now they're on their, you know,
32:35on their on their journey to get their
32:36dream body uh from uh, you know, from
32:38skinny to toad, right? That's where
32:40they're at now." And then there's the
32:42third type of accountability, which is
32:43you want expert accountability. You want
32:44somebody who's helped thousands of
32:45people just like you get to where you're
32:46trying to go. So that when you run into
32:48trouble, they've already solved this
32:50problem a hundred times before this and
32:52they know exactly what to do. So that
32:55you can break through the plateau and it
32:57doesn't feel like a plateau because it's
32:59only one week of lack progress. You got
33:01feedback and then boom, you keep going.
33:03And so it doesn't you don't hit plateaus
33:06per se if you have a long enough time
33:07horizon that you're doing the
33:08measurements on because you have an
33:10expert who's there who can measure
33:11progress in multiple ways. And so for us
33:13if you we know that this plan will get
33:15you to your goal. And so everything else
33:17that we have is around making sure that
33:19you just stick with it. And so if you
33:22heard that from me as a sales pitch for
33:24accountability, you'd probably be ra
33:26relatively compelled by that. And you
33:28guys, by the way, can use literally all
33:30three of those because you have all
33:31three of those. You have other people in
33:32the community. You have people who've
33:34hopefully finished or gotten some sort
33:35of ideal that are inside that are your
33:36testimonials. And then you've got you
33:38you are the expert. You have done this
33:40with hundreds of people just like them
33:42going to where they're trying to go. And
33:43when they get stuck, you know how to
33:44debott them. And so you just need to
33:46package it in a way that they see the
33:47value, which I think if you use the
33:49pitch, you can literally just download
33:50this and just repeat it because it works
33:52just fine. My encouragement to you is to
33:55think through what the consumable
33:58portions of your stuff are. So I'll give
34:00you an example. Community is consumable.
34:04You use it and then next like you can't
34:06say, "Oh, I've I've communied up. I am
34:08I'm filled to the brim on community."
34:10Doesn't work that way. It's consumable.
34:12Friendship is consumable, right? These
34:13are things that you go back for, right?
34:16And so the idea is now the the question
34:18is how valuable is it? What are people
34:22willing to pay for it?
34:24Right? That's the that's the the real
34:26measure is h how willing to pay are
34:29people for community. I think they're
34:31willing to pay something. It might not
34:33be as much as you want. And so that's
34:35why we add these other components into
34:37it. But again, just adding more stuff
34:39that people don't use doesn't make
34:41something more valuable. This is what I
34:43like. If I if that's the theme of this
34:45call is like if you have one thing that
34:47people use and then you add four things
34:48that they don't use, it's not more
34:49valuable. In a lot of ways, it's less
34:52valuable. So, we want to make it easy
34:53for them. We want to pre-we their food.
34:56We want to find the complexity and we
34:58want to do that work in the background.
35:00So, one of my one of my friends is a
35:02very good product uh make he's a he's a
35:04he's a product guy from software and he
35:07calls them magical products or magical
35:08experiences and he he talks about this
35:13as though he said it has to happen in
35:15the background. It has to feel magical
35:17and he obsesses about this at $250
35:19million. Very good product guy, right?
35:20And so the idea that that that I'm
35:23talking to you guys about is like, okay,
35:25what would be magical if you just got an
35:27ad, you pressed go, and then money came
35:28out. You'd be like, that was magical,
35:30right? If you just said like, oh, here's
35:32the list of homes that are already
35:34prevetted. I just need to get in my car,
35:35be there in 20 minutes, and say, yes,
35:37this looks like the pictures I'm in.
35:39That's a pretty magical experience. Many
35:42of you are giving like the cookbook and
35:45saying, make a cake. But they're like,
35:47well, I don't have flour. I don't have
35:49eggs. I don't have I don't have an oven
35:50and I don't have pots and I don't have
35:52pans. And you're like just figure it
35:54out. But that figuring it out is where
35:56the fortune is made is when you figure
35:58it out for them. Level one. Figuring out
36:01for them at scale. Level two just
36:04actually take the next four minutes and
36:07try and brainstorm ideas for what is
36:09consumable valuable for your community
36:12because there is a version of it and
36:14there's probably multiple things you can
36:15do. If you just do that, it may be the
36:18one big thing that's the unlock that you
36:21need to get customers to retain.
36:24>> We sell direct response e-commerce
36:26products. We're all paid media.
36:28>> Uh we do about $3 million a year in
36:30revenue.
36:31>> Direct response
36:32>> e-commerce products.
36:33>> Okay. Like drop shipping stuff
36:36>> pretty much. Yeah. It's it's more
36:37branded than that, but essentially is.
36:39>> Yeah. So you have customers for doing
36:40that or you're doing that?
36:41>> We're doing that.
36:42>> Okay. Got it. And so you have a handful
36:44how many SKUs do you have? Uh like four.
36:47>> Okay. Is it all the same brand?
36:49>> No.
36:50>> Okay.
36:51>> Yep. So we have uh we're doing it's like
36:54four months old. So we're doing a run
36:55rate of like uh 3 million a year.
36:57>> Um we have you know background in like
37:00paid traffic affiliate. Um so it's not
37:02the first rodeo with that. We're trying
37:03to get to like 15 million a year run
37:05rate.
37:06>> Okay.
37:06>> Um what's stopping us right now? You
37:09know, not entirely sure, but um
37:11basically like we have each step for
37:13everything that has to be done. We've
37:15built out teams and systems for the main
37:18priorities and those things are working
37:20pretty well. I'm happy with uh our
37:22talent and what they're producing. Uh
37:24but so far what I'm experiencing is that
37:26you know I'm left with this you know
37:28list of like random chores that somehow
37:30only I can do.
37:31>> A junk drawer. Yeah.
37:32>> But I'm not sure how to approach hiring
37:35for this because it ends up being like a
37:37very niche specific task. But I may I
37:40might only need them for like you know
37:4220 minutes a week or something. So it
37:43ends up being me but with a million
37:45things, you know,
37:47>> and your founder.
37:49>> Uh, yeah, co-founder.
37:50>> Okay. Um,
37:53so let's start here. You want to get to
37:5615 million. What stops you from spending
37:58more money?
38:02>> Uh, nothing right now. I mean, so we
38:04just hired a pretty robust funnel team
38:06and an operations guy, like a
38:08strategist. So kind of just waiting on
38:10those things to kick in really.
38:12>> Okay. Um, but I'm I'm fairly confident
38:13that we we should be able to at least do
38:16another 2x from here.
38:18>> Okay. So,
38:22this is more a complaint
38:24>> than a constraint, right?
38:27>> No, I'm just No, I'm This is me asking
38:29for clarity. So, we think we can double
38:32if we just spend more money. I'm not
38:34spending more money because I'm waiting
38:35for this thing to happen. Once this
38:37thing happens, then I'm going to spend
38:39as much money as I can.
38:40>> Sure. Right. Um, and in the meantime, I
38:45have stuff I don't feel like doing.
38:47>> Okay.
38:47>> You know, I'm like, this is me trying to
38:49translate back. Is that true? Is that
38:50like accurate?
38:51>> Yeah. But eventually, there's going to
38:52be enough of that stuff that like I will
38:54have to find some way to hire out for
38:55these things.
38:56>> Yeah. And then there'll be more stuff
38:57that you'll still do.
38:59>> You'll just do the more important
39:01valuable stuff and give the other stuff
39:03to somebody else.
39:04>> Yeah. But a lot of it ends up being
39:05fairly tedious. Like it's it doesn't
39:08feel like high leverage or high value at
39:09all. I mean, this is where like VAS and
39:11product project work can come really in
39:13handy.
39:13>> Yeah.
39:14>> Like I'll give you an example.
39:16>> So, when we made all the ads for the
39:18launch, right? I don't I didn't need the
39:20amount of editors that I had to spin up
39:23in order to because I'm not going to be
39:25making 300 ads a week, you know,
39:28ongoing. I don't need to. But for the
39:30launch, I did. And I wasn't going to
39:31hire an extra 15 editors full-time
39:34because it's just like I don't need
39:35that. And so we spun up 15 editors that
39:39were contractors who would then just
39:40clip and we had one person just did QA
39:42on it to make sure that it was good and
39:44then we'd ship them. Right. And so if we
39:46have something that's like one timeish
39:48work where it's sporadic then I'm fine
39:51just having a suite or a bench of
39:52contractors that I can turn on and off.
39:54>> Sure.
39:55>> As long as they do decent work.
39:56>> We do similar things like with our with
39:59our video editors as well, but you know
40:01some of the tasks are fairly specialized
40:03like
40:03>> I understand. I was just using as an
40:05example for editors, but I'm saying like
40:06if you have tedious work like
40:08>> this is where the fivers of the world
40:10like can come in handy
40:11>> and worst case you train a contractor or
40:14VA on how to do it and then they do it.
40:16>> Yeah. Just like someone that's high
40:18level enough in like Shopify work but we
40:20only use them for a few hours.
40:21>> There's tons of Shopify contractors like
40:23a boatload of them and they're not that
40:25expensive and some of them are really
40:26good.
40:27>> Yeah. I like I would just look at my
40:28list. What are the things I'm doing on a
40:29regular basis? Can I ship out most of
40:32these to a contractor who does a peace
40:33meal? Probably. And now you're trading
40:3620 hours for two. And that's just you
40:37just keep making that trade until
40:38eventually you've managing a ton of
40:40people and then it's like great, one
40:41person is managing all of these and you
40:42just trade all that time for you getting
40:44more because hopefully if you're doing
40:45that much work, then you should have the
40:46revenue to support um that role.
40:50Have you have you scaled
40:53e-commerce like this before?
40:55>> Yeah.
40:56>> Okay. Are you
40:59are you just running paid ads?
41:02>> Uh yes.
41:04>> Okay. Do you have influencers who are
41:05doing stuff?
41:06>> No influencers who are looking to hire
41:08for that, but we we have three or four
41:11channels for paid at least.
41:12>> Yeah.
41:17I'll say this. How big do you want this
41:19to be?
41:21Uh, I mean ultimately like the goal is
41:23we'd like to have a portfolio of
41:25[snorts] call it four or five brands
41:26that we can then exit in a couple years.
41:29>> So I have this conversation every week
41:32um with somebody who's doing e-commerce
41:35and it's almost always the same like I
41:37would like to have a portfolio of a
41:38handful of products that I could
41:40eventually sell someday.
41:42I have really yet to see anyone do that.
41:45Um, and it's I think for two reasons.
41:48One is that as you continue to scale,
41:51your CAC will continue to go up and your
41:53gross margins will shrink and that will
41:56get frustrating. You will then also have
41:58supply chain issues which would become a
42:00burden. You also have dupes if you start
42:02becoming really good that will undercut
42:04you in price and list on Amazon and all
42:06that stuff. Um, do you have patent
42:08protection like for any of these
42:09products?
42:10>> And so like you right now run a media
42:12arbitrage business and it works really
42:15well up to about 10 million.
42:16>> Okay. and then it will quickly stop
42:19working very well. Um, and so I think to
42:21your point of like you can see a double,
42:23that's probably true. You might even
42:24have a triple that's sitting there with
42:25a little bit optimization, more email
42:27follow-up, blah blah blah blah blah. Um,
42:29but you'll you'll probably get close to
42:31capping in that neighborhood, 10, maybe
42:3312. Um, and then you're going to be
42:35like, well, we're doing a million a
42:36month, but we have like almost no margin
42:38and our cash flow is [ __ ] Um, and so
42:42the what I think you want is that you
42:45want to build a brand that has a product
42:47that you really believe in that will
42:50allow you to recruit affiliates [snorts]
42:53to your cause. When I say affiliates, I
42:54mean influencers, not traditional direct
42:56response uh affiliates that are just
42:58mercenaries, but like people who
42:59actually believe in it. Um, and when you
43:02do that, you will actually be able to
43:04build a brand because fundamentally like
43:05any one of the products can be big
43:07enough on their own to sell. And so
43:10rather than saying like why don't we try
43:12and build four totally different
43:14products and totally different brands at
43:16the same time, it's like why don't we
43:17just try to build one that we really
43:19like that we think has a chance at
43:21actually like really helping people for
43:23whatever the problem that the the
43:24product solves. Um,
43:27that's what will build what I think you
43:29want. It's just that most people who
43:30come from the direct response world just
43:33are pure performance marketers. And I
43:34say this being someone who comes from
43:36that world. And I had to learn the hard
43:39way that you will run into the wall that
43:42there's a there's a great article you
43:43can read called the direct response doom
43:44loop which you might have read.
43:46>> But basically you just do this revenue
43:48goes up, margins compressed, margins
43:50compressed until you're eventually here
43:51and then you have to keep selling in
43:52order to maintain your team. And then
43:53you just run a very large very high high
43:54liability nonprofit and it sucks and
43:58cash flow is a huge constraint and
43:59you've got all the supply chain [ __ ]
44:00and then you're like this sucks. And
44:03then you'd have another conversation
44:04come back here and we're like hey we're
44:05doing 12 million with 7% margins. And I
44:08would say okay of the four products you
44:09have which one is the the one that's the
44:10the clear winner. That's the one that's
44:12carrying all the other losers. And you'd
44:13be like well it's this one. And then I'd
44:14say okay cool. Why don't we just get rid
44:15of these three and then put all of your
44:17effort on this? Do you think you'd be
44:18able to win that way? You'd be like oh
44:19my god for sure. And be like great. So
44:20like why don't we do that and then
44:22actually invest in building the brand.
44:23>> Yeah.
44:24>> Around it.
44:24>> We we definitely have uh you know we're
44:28we're paid traffic affiliates so like
44:30we're data people like uh but so one of
44:32the things that I've thought about is
44:33like you know our our biggest skew it
44:35it's good but it's not like it's not
44:37that good. Like I know a good campaign
44:38when I see it. So like part of the
44:40purpose of building out like uh you know
44:42our research and funnel teams is like
44:44>> well eventually we're going to find
44:45something where the market is just like
44:4710 times better you know. So, it's like,
44:49do we keep chugging along with like the
44:51one that's like a six out of 10 or do we
44:53find go find the nine and then go on on
44:54that?
45:01>> The skill set that you guys are
45:03deficient in is going to be brand.
45:05>> Mhm.
45:06>> And that's what you have to learn how to
45:08do.
45:10And the brand is also completed with the
45:12product,
45:12>> right?
45:13>> So, like that's what completes the brand
45:14loop. Like we make this amazing promise,
45:16we have all these great associations.
45:17People then make the purchase and then
45:19the product either reinforces the brand
45:20or destroys the brand. And if it
45:22reinforces the brand, then the loop
45:24continues and becomes a virtuous cycle.
45:25And that's how you go from an e-commerce
45:26store that does media arbitrage into a
45:29household name that you can sell for not
45:31just 50 million but maybe 500 million.
45:34And so it's just that like
45:37I have this conversation literally every
45:38week. And so
45:42I know that you're coming at this from a
45:44math perspective. It's just that it will
45:46not work at scale. And so I would rather
45:50you spend as little as you can on all of
45:51these different things to find a product
45:53that you guys really think is legit and
45:55has some level of defensibility if you
45:57can because if you don't have a
45:59defensible product, the only thing that
46:00you have is the brand to differentiate
46:01you.
46:03>> Yeah,
46:03>> that's the only differentiator. And so
46:05if you're competing because like just
46:08play it out the next step, right? Like
46:09let's say you find your nine out of 10.
46:11No one's buying that. Like private
46:13equity investor not buying it because
46:14they know the game. They buy brands.
46:17They don't buy products. And so you get
46:19your nine out of 10 and then the dupes
46:21flood because they see that you're
46:22killing it. And then they undercut you
46:24on all this stuff and then your row goes
46:26down and then you leak everything to
46:27your competitors. So either you have
46:29some sort of patent that you can
46:30actually protect and you have a legal
46:31team that can enforce it or you build a
46:34brand. So like that's the long-term
46:37play. The rest of this is just
46:41making money until you figure that out.
46:44I'm being super real with you. I just
46:45rather save you a couple years.
46:47>> But like that is where this leads.
46:49>> Okay.
46:50I I mean so
46:52>> how do you build a brand?
46:53>> Yeah. Right. [laughter]
46:54>> Yeah. How how do I do that? But um you
46:56know we are working on like the legal
46:58defensibility of it. You know I I didn't
46:59mean to say like
47:00>> I would lead with branded in making
47:03>> I would lead with brand rather than
47:04legal.
47:04>> Yeah. Because legal, you have to like
47:08it's still tough to like it's it's
47:10better to be big and then win with legal
47:12than try and be small and win with legal
47:14because you'll just get drowned in fees.
47:16And it's it's it's better to just have
47:18the coolest brand and have the coolest
47:19people promoting the thing and then
47:21people just want to buy from you even
47:23though they see the cheaper knockoffs.
47:25Got it?
47:26>> But that's like that's what you have to
47:28do if you really want to go where you
47:29want to go. Otherwise, you're just going
47:30to be cycling through SKS and you're
47:32going to say you have a portfolio and
47:33it'll sound impressive to people who
47:34don't know what you're talking about.
47:36But like margins will do this, cash flow
47:38get [ __ ] and you have co-founders and
47:40it'll be like this is so much work. This
47:43sucks. I wish we had one product that we
47:45all really believed in that we could
47:46like build a business around.
47:47>> Yeah.
47:48>> And that's what you want to do.
47:49>> Cool.
47:50>> I'm kind of a uh subject matter expert.
47:53Like people know me as the Tinder guy
47:55and
47:56>> I'm somewhat of an expert.
47:57>> I'm somewhat [laughter] of an expert. It
47:59was the beast brag.
48:01>> It's like a humble brag here. But
48:04>> wasn't that humble? [laughter]
48:08>> But in my opinion, like I have so much
48:10conviction what I do. Like in the dating
48:12space, I think online dating is like the
48:14biggest cheat code for men on earth. And
48:17a lot of my competitors, they might talk
48:18a little bit of [ __ ] about it or maybe
48:20they say like, "Oh yeah, I use a little
48:21online dating, a little day game, a
48:23little night game." In my opinion,
48:25everything else is a waste of time. and
48:26this is like the most efficient date
48:28funnel, but my audience just knows me as
48:30the Tinder guy. Like if they need a
48:32dating tip for Tinder, they'll come to
48:34me for that. And it's very like surface
48:36level like information educational
48:38content, which is good for a school
48:40community. It gets me to the school
48:41games, but I've seen some of the biggest
48:43creators and the biggest people in the
48:45education space aren't just subject
48:47matter experts. They're cult leaders.
48:50How do you build a cult-like following
48:52to get your audience to have as much as
48:54much conviction as you do? Like Alex,
48:56you have people dressing as you for
48:58Halloween.
49:00>> How do I get that, bro? How do we get to
49:02that level?
49:03>> Is that true?
49:04>> Yeah, [laughter]
49:05>> there's there's a lot there's a lot.
49:09>> I think the the Halloween thing is as a
49:11separate comment is that um I wear the
49:13same thing and so it actually like very
49:16it'd be very difficult to dress as many
49:17creators because they don't just dress
49:19in a distinctive style. So no one would
49:20know.
49:21>> I've never seen you in jeans before.
49:22>> I know. It's a big It's huge huge
49:24change. Just I told Ila uh cuz I walked
49:27in jeans for the first time in a long
49:29time um into the office and like all the
49:32ladies were like, "Alex,
49:34you should keep wearing jeans." And uh I
49:37was like, "You really want to get to the
49:38point where you've set the bar so low
49:40[laughter]
49:41that they're like, he's wearing jeans.
49:44Look at this guy." And I was like,
49:45"Well, you know, you know, I showered
49:46yesterday.
49:47>> It's first party data."
49:48>> Yeah. First [laughter] party data.
49:49Exactly. Um,
49:51>> but also you recently changed something
49:53a little bit about your what you're
49:55doing too. I noticed that one of the
49:57easiest ways when I'm trying to change
49:59is to change something like my hair or
50:02what I wear or whatever or your routine.
50:05>> Mhm.
50:06>> Um, but it's also I've noticed very good
50:08to keep it somewhat consistent because
50:11people pick up on that stuff. Um, about
50:16the cult thing. Um
50:22h I think
50:25if you just repeat the same thing a lot
50:27and you stick to it then people start to
50:29realize that this is the thing and
50:33there's the whole like community forms
50:35around it basically and you're you have
50:38the same things you repeat again and
50:39again right Apple has like a cult kind
50:42of too um and this for example like in
50:47school schoolers, we've got the cat,
50:50right? People like that. Some people get
50:52the school games tattoo. But it takes a
50:55long time of repeating the same thing
50:56and being very passionate about it and
50:58sticking to it for other people to like
51:00want to wear it too, if that makes
51:02sense.
51:04>> You need to demonstrate visibly that you
51:07control the things that they want to
51:09control. Number one. Number two is you
51:11need to be give behavioral instructions
51:14that they can follow and get a good
51:15outcome. Number three, you need to have
51:18third party credibility that the things
51:19you say are true. And number four, you
51:21need to be like them, whatever your
51:24audience is. If you do those four
51:25things, you condition yourself as a
51:28reinforcer.
51:30And a reinforcer is just something that
51:32gets someone to do something again. And
51:34so that is fundamentally like those are
51:36the steps.
51:37>> Okay?
51:38>> And so when we're thinking about
51:39content, it's like okay, when we talk
51:41like make good [ __ ] right? We have to
51:44give instructions that yield good
51:45returns for people that are non-obvious.
51:48And if you remove all the friction that
51:50someone is encountering that's blocking
51:52them from the thing they want and then
51:54you help them get through that friction
51:56with your instructions, they will
51:58attribute a portion of that outcome to
52:00you. And with content, you can do that
52:03at scale.
52:05>> And do you think that's the path to get
52:07to the point where as a creator you can
52:08make like an hourong video uncut and
52:11people will just watch the whole thing?
52:12you don't even need a call to action,
52:14but they'll go down to the description
52:15and click it. Is it just doing more of
52:17that?
52:18>> As long so content rule in general, no
52:22such thing as too long, only too boring.
52:25>> And so as long like Netflix has proven
52:27this people will watch I mean people
52:28watch binge for hours and hours and
52:30hours. Like people will consume as long
52:32as it's rewarding.
52:32>> Six hour podcast these days. Have you
52:34seen some of them?
52:34>> Yeah. Yeah. I I put out I put out my
52:37team put out all my all my sales
52:40trainings as one thing recently and it
52:43murdered and it's like nine it's a it's
52:45so long and I put out uh one that was
52:48just all my like brutally honest ones
52:49together and I had a friend of mine
52:51who's very successful and he was like oh
52:53I just listened to that I was like bro
52:55it was eight and a half hours and he was
52:57like I had a long trip [laughter]
53:00I was like he was like it was just nice
53:01to have in the background and so as long
53:03as as long as the the content is
53:04reinforcing for the audience audience
53:06which gets them to continue to consume
53:07it. They will. But I think a lot of that
53:09though is that um you do get more leeway
53:12as you condition yourself as a
53:13reinforcer
53:15>> or people will start consume it because
53:16of you because they have a long history
53:18of you having helped them rather than
53:21like it starts with the content that
53:23because you have no they when someone
53:25doesn't know who you are the only thing
53:26you have to add value is the stuff in
53:28the video. Eventually you become a
53:31portion of the value that they've
53:32created through following your
53:33direction.
53:35Like Martha Stewart had a cult.
53:37>> Yeah.
53:37>> Why did she have a cult? And so like
53:39I've just studied her because I think
53:40she's really interesting. Um she
53:42literally gave recipes.
53:45>> She gave day after day she gave recipes
53:47that people followed and got a good
53:49outcome and she would make lasagna and
53:51the people who cared the most about that
53:53lady or guy if they small percent of the
53:55audience um they made lasagna her way
53:58and they're like mom this is great. And
54:00that mom this is great. A portion of
54:01that got credited to Martha. And you do
54:04that for a long period of time. There's
54:05a lot of, "Man, Martha's Martha's
54:07changed my life." And she has because
54:10she educated. She changed behavior.
54:12>> How much of an aspect do you think like
54:14going to war is in creating a cult-like
54:16following?
54:16>> Going to war.
54:17>> Yeah. So, I've read like a lot of like
54:19history books and things like that. And
54:20it seems like some of the greatest
54:22people who had a cult-like following had
54:24an enemy and created an us versus them
54:26kind of dynamic. But you both have a
54:28cult following. And to all the content
54:30I've seen, I haven't really seen you
54:31like go to war with anyone.
54:34Yeah. Like I I think that's kind of bad
54:37advice. [laughter]
54:42>> Cuz I It's not good. It's kind of
54:44negative if you think about it, right?
54:46>> Yeah.
54:46>> And it it's putting a lot of focus on
54:48something else.
54:50>> Yeah.
54:51>> I think that if to translate the enemy
54:54portion into something that's maybe more
54:55palatable is that I think that an enemy
54:58of schools would be spending all day
55:00doing stuff you hate.
55:01>> Yeah. That would be the enemy for the
55:03movement of school, which is
55:04>> fun is our thing and simplicity. So
55:06complexity
55:07>> and not fun
55:09>> is our enemy, but we're not pointing at
55:11a dude and being like that guy, you
55:13know, like [laughter]
55:13>> Yeah. Yeah.
55:14>> But like to so I think you it doesn't
55:16have to be a person.
55:17>> Not at all.
55:18>> I think you could
55:19>> or a company. I think that's another
55:20mistake. [laughter]
55:22>> Yeah. I think
55:22>> just be like schools of thought that you
55:24differ from something like that.
55:26>> Yeah. I'm for not victimhood. I'm for
55:29being willing to do more than your
55:30competence. And I'm also not trying to
55:31start a cult either. Yeah.
55:33>> Like I don't think Steve Jobs was
55:35either. He was just trying to make the
55:36best computer world [laughter]
55:38>> to be clear.
55:39>> Just got a habit.
55:40>> Well, Steve Jobs wanted to make the best
55:42computer in the world.
55:44>> And part of that was not having to think
55:47about what clothes he was wearing, which
55:48is how the jeans and the You're kind of
55:51getting there.
55:51>> I know.
55:52>> Um
55:54>> and the turtleneck. It was It wasn't he
55:56was trying to have that as a style. It
55:58was just he didn't care. And it was the
56:01computer that was the main thing. And
56:04that's why I wear the same [ __ ] One,
56:06because it's comfortable. Two, I don't
56:07have to think about it. So, I can make
56:08the best platform. Right. You're
56:11probably the same. It's not actually
56:13trying to create a a character or
56:16anything, but it it works because it's
56:18so consistent. I think
56:20>> consistency is a big part of it.
56:22>> Okay.
56:23>> Yeah. I wouldn't like you don't want a
56:25cult. You want people who you have
56:27provided value to, who believe that you
56:30will provide value to them in the future
56:32and as a result they adhere to your
56:34suggestions
56:36>> and like go to bat for me too. Like I
56:38want to be uh so valuable to people and
56:40make such an impact that like if people
56:42are talking crap in the comments, they
56:43come to bat and be like, "No, Hunter's
56:45the guy, bro. He knows what he's talking
56:46about." Like that's that's really the
56:48>> the reason behind my question. Not like
56:50I'm some narcissist wanting to create
56:52some cult and go down to an island.
56:55>> Drink. [laughter]
56:58>> My goodness.
56:59>> More more more good [ __ ] that helps
57:00people do the stuff they want.
57:02>> There's a lot of negative stuff in how
57:04you view it. I can tell by the language.
57:06Like even the the reason you want a cult
57:08is just so they can go to war for you in
57:10the comments, right? Like
57:12>> you got to think about it in a different
57:13way. I think like you should want to
57:17make the best thing basically and if you
57:20do that a community will form around it
57:22and they will be super passionate and
57:24they will want to help.
57:25>> Elon hasn't tried to build a cult but
57:28like Tesla and his products have a
57:29cult-like following.
57:32>> Yeah. And it's it's not it's just his
57:34commitment to the the thing.
57:37>> I wouldn't I wouldn't I don't think I
57:40would have the brand I have without the
57:41books.
57:43I think the books people could use them
57:46and then they change their life and then
57:48they're like, "Holy [ __ ] this is
57:49great." But like it's the the core part
57:51is like what percentage of people's
57:53lives can I actually impact? And if you
57:55make that the true north star and it
57:57really is the north star. I think people
57:59can I think people can tell who have you
58:02guys read my books?
58:02>> Yes.
58:03>> Okay. Um, like you could hopefully tell
58:05that like I put a lot of time into
58:07trying to make it as simple as humanly
58:09possible cuz I really want people to win
58:11for whatever reason. Um, and so like I
58:14think that's the care that people like
58:16the engineer who like just they can tell
58:18that he just really wanted to make an
58:20amazing engine. And I think that if you
58:21put the product everything, everything
58:22else does take care of itself. It's just
58:24very hard because there's so many
58:24distractions.
58:25>> Right.
58:25>> If you told me that you were buying
58:27these shoes, I would go buy those shoes.
58:28But then if you told me you started
58:29swimming, I would start swimming because
58:31they like that person
58:33>> as a person too. So it's a level of
58:35there's one thing I saw back in the day
58:37called edutainment, right? Education and
58:39entertainment. And so you pair the two
58:40of those things together. Maybe the
58:41entertainment is that you're funny too
58:43or that you're like a normal dude that
58:45picks up women that are out of your
58:48league or something, right? And then
58:49people can relate to that or see like
58:50the humanistic component. that makes
58:52them have more of a deeper connection
58:54with you than just like, "Yeah, I read
58:56the book that he put out or whatever it
58:58might be."
58:58>> Good advice generalizes.
59:00So, if I tell you how to do one thing
59:02very well and then I tell you like
59:05you've given me 10 dating tips or
59:07whatever, if I tell you something about
59:09fashion, it's a little bit to the left,
59:11but you're like, "Well, this this starts
59:13to generalize, so I'll start believing
59:15here." you have two or three
59:16generalizations and eventually they just
59:18listen to your advice because other
59:20advice in general has worked and so
59:22that's when you become that's when you
59:24become a generically kind of quote in
59:26influence or interesting person and then
59:28I just I just want to hit the the
59:30enemies thing in terms of the comments
59:32it's never going to stop it will only go
59:35up and the more you believe in anything
59:37the more you will have counter
59:38resistance to that thing no matter what
59:40and so in the beginning it's like oh my
59:42god I have some hate and then you'll
59:44have more and more hate until eventually
59:46like you become news
59:50like Elon or Trump make it doesn't
59:52matter what they do they are viral
59:54>> like they are news it doesn't like they
59:56don't have to do anything newsworthy
59:58they are newsworthy and that's where it
1:00:00gets to it and a lot of people don't
1:00:01want that to be clear but like that's
1:00:03the eventuality so I just wouldn't like
1:00:05hate is a part of it like even if
1:00:06something's amazing like think about
1:00:08like everyone comes out and says this
1:00:09this movie was amazing there's like 10%
1:00:11of people who come out and be like
1:00:13>> no it wasn't and everybody's so upset
1:00:14and it's overrated and I think it's not
1:00:16as good. It's like it just they can't
1:00:18it's like because they want at some
1:00:19point you become unique in in
1:00:22disagreeing and that's how they create
1:00:24their difference. I had a conversation
1:00:26with a mega influencer. I don't think
1:00:28you would mind um with Mr. Beast a few
1:00:30weeks ago and we were talking about kind
1:00:33of like the future of media and content.
1:00:35And so one of the things that he was
1:00:37just talking about was um this soccer
1:00:39game that came up uh that they do like
1:00:41UK versus US. And I I've never watched
1:00:44the game, but you might have seen some
1:00:45like YouTube videos about it. So, what
1:00:48ends up happening is that they have all
1:00:50these different celebrities or
1:00:51influencers from different platforms,
1:00:53right? And so, starting from the lowest,
1:00:56I'm going to use I'm going to use my
1:00:57little drawing again. The lowest people
1:00:59on this little totem pole, they would
1:01:01walk out in the stadium and this became
1:01:02the kind of the def de facto like
1:01:04measuring stick for who had who had the
1:01:06most cool points, right? These are the
1:01:07A-listers, okay? And so this is your
1:01:10typical kind of celebs from like movies
1:01:12and like 90s and the 2000s or whatever,
1:01:14right? People like they recognize
1:01:15because they're celebs, but like they
1:01:16don't have like huge I guess they have
1:01:18some media presence, but it's more like
1:01:19traditional media. The level of applause
1:01:21for these guys was almost nothing.
1:01:24Barely anyone cared. So then the next
1:01:27level that came up was
1:01:30the shorts, the shorts creators. So this
1:01:33is your like only Tik Tockers or people
1:01:35who only make reals but like only short
1:01:37videos. Okay. Um, and so they had a
1:01:40little bit more applause on the applause
1:01:42meter compared to the A-listers.
1:01:46Then then the long form guys came out
1:01:50and this is when the audience got way
1:01:52rowdier. All right, so this is your
1:01:54podcasters, your YouTubers, the people
1:01:56who make long form pieces of content.
1:01:59And I'm going to pause here for a second
1:02:00to kind of like highlight why I think
1:02:02this is. So I don't think there's
1:02:05anything wrong with shorts. We make tons
1:02:06of shorts. But I see the purpose of
1:02:08shorts as many times a way to get
1:02:11someone to watch along, right? They
1:02:12watch a couple a couple shorts and then
1:02:14think, "Okay, this guy seems legit or
1:02:16this gal seems legit. I'm going to risk
1:02:18my time because that's the risk. They're
1:02:20making an investment, right? You're
1:02:20making an investment today. I'm going
1:02:22risk that I'm going to get a good return
1:02:23on this, right?" And so shorts then lead
1:02:26to longs. But let me show you the
1:02:27difference from an influence
1:02:28perspective.
1:02:30How many reinforcing cycles do you think
1:02:32you can have in 30 seconds compared to
1:02:35two hours? It's like not even close,
1:02:37right? And so if someone watched two
1:02:39one-hour pieces of content for me,
1:02:41period, okay, two 1 hour pieces, 120
1:02:43minutes for them, for me to get that
1:02:46same level of exposure and kind of
1:02:48cycles of reinforcing with a prospect,
1:02:50right? And they were only consuming
1:02:52shorts, right? Let's say my average
1:02:53short Michael, do you know what my
1:02:55average short is? Lengthwise 15 seconds.
1:02:57Let's say 15 for math sake. Okay, so
1:02:59let's say it's 15 seconds. So that means
1:03:01it's four shorts per minute. So if I
1:03:04have 120 minutes for longs, I have to do
1:03:06someone would have to watch 480
1:03:08shorts to have the same level of
1:03:10exposure as watching two hours with me.
1:03:13And think about how how important this
1:03:15is. Like what were the things that
1:03:17people said like this was the quote
1:03:19podcast election, right? This one that
1:03:21just happened. Trump went on and I don't
1:03:23care about the politics behind it, but I
1:03:24do care about influence and persuasion.
1:03:26And so like why is it that the the I
1:03:29think I think my opinion the two
1:03:32podcasts that I think really nudged this
1:03:34election my opinion is the Trump
1:03:37three-hour plus podcast that he did with
1:03:39Rogan like a week or whatever it was
1:03:41before before November is it November
1:03:434th I think it's November 4th 11th
1:03:45November 11th you guys already know I'm
1:03:48sure someone in the comments can correct
1:03:49me. Okay, you've got I think that was a
1:03:51huge influential event and I think um I
1:03:54think Elon getting on uh Tucker Tucker
1:03:57Carlson and doing that interview. I
1:03:59think those two interviews were some of
1:04:00the interviews that really nudged the
1:04:01election and again I don't care who you
1:04:03voted for. It doesn't matter to me. Um I
1:04:05just again I think about this from
1:04:06marketing persuasion. Okay. And so
1:04:08because of that audiences who were not
1:04:10sure got to spend three hours with a
1:04:12presidential candidate and as a result
1:04:14it just nudged some of them in the
1:04:15direction to ultimately vote. Okay. Now
1:04:17back to our little story.
1:04:19So A-listers have almost no applause.
1:04:22Shorts have slight applause. Longs have
1:04:25legit applause. Then
1:04:34the live streamers.
1:04:38When the live streamers came out, it was
1:04:40like the entire
1:04:42auditorium or stadium or arena erupted.
1:04:46And when I heard that, it was such a
1:04:49visual example of of just like I mean we
1:04:53have this saying which is like butts and
1:04:55seats, right? Like if you like some some
1:04:58of you guys who are watching this have
1:04:59have some level of of of following or
1:05:01you make some sort of content, whatever.
1:05:02And some guys you who who don't like you
1:05:04might as well get started, right? But if
1:05:07you just make a bunch of like meme
1:05:08content, right?
1:05:10You demonstrate almost none of these
1:05:12things, right? You demonstrate no
1:05:14status. you you give no people any
1:05:16directions on what to do. So they get no
1:05:18positive results as as as a result in
1:05:20their life as it relates to whatever
1:05:21domain they care about. You're not
1:05:23demonstrating any kind of credibility
1:05:24and maybe you have some element of
1:05:26likeness. That one you might have some
1:05:28element of likeness that might come from
1:05:30from a meme sort of uh uh content,
1:05:32right? And so what happens is some of
1:05:34you guys are chasing views when what I
1:05:36think you want is you want to have
1:05:39prospects who are more likely to comply
1:05:41with a future request, right? And so we
1:05:44need to change our behavior to maximize
1:05:46the likelihood that occurs, right? And
1:05:48so in in looking at this thing, this is
1:05:50why I'm I'm telling you like showing my
1:05:52cards. Um I'm going to be doing more
1:05:54live streams. And I think it's also and
1:05:55this is me like outside of SPCL, but I
1:05:58think like meta themes overall is that I
1:06:01think that the internet will always move
1:06:02towards truth.
1:06:04And so I think the A-listers,
1:06:06everything's super curated, everything's
1:06:08super polished, it's photoshopped, it's
1:06:10scripted, right? And as you move closer
1:06:13this way, it's rawer. Like you have a
1:06:15three-hour podcast, like they're not
1:06:17scripted, right? Or most of them aren't,
1:06:18right? Um streaming, it's like, yeah,
1:06:21we're live, right? I can't do anything.
1:06:22Like we're live. And so this idea of of
1:06:27how can we approximate the rawest
1:06:29reality of you us hanging out, right,
1:06:33and actually going through this stuff.
1:06:34Um,
1:06:37I think that is what will unlock the
1:06:39most influence as long as you are still
1:06:41including these SPCL elements into it
1:06:43and I think that's the marriage, right?
1:06:45How do I do SPCL and do it as many times
1:06:49as I possibly can? That's the idea and
1:06:52so live streaming provides that that
1:06:54opportunity. Now, let's also think about
1:06:55this from a context of volume, right?
1:06:58So, whether you like him or not, Rogan
1:07:01tremendous influence, right? to the same
1:07:02degree. PBD, tremendous influence. Uh
1:07:05Dave Ramsey, tremendous influence. What
1:07:07is it that these guys have in common?
1:07:08Right? What is it they have in common?
1:07:10They're putting out hours of content
1:07:13every single day. So, you guys want to
1:07:15hear something a little bit
1:07:16mind-blowing? So, I said earlier that we
1:07:18have 35,000 pieces of content right now.
1:07:21I hear plenty of times there's tons of,
1:07:23you know, $1 million businesses, $2
1:07:24million businesses, things like that.
1:07:25They put out one piece of content a day,
1:07:27right? And there's nothing wrong with
1:07:28that. That's 3665 pieces of content a
1:07:31year. And if you think about the size of
1:07:32acquisition.com in terms of our revenue,
1:07:34right, compared to somebody who's doing
1:07:36one or $2 million a year and they're
1:07:38doing 365 pieces of content, we're just
1:07:40quite literally doing a hundred times
1:07:42more.
1:07:44That's it. Like we're literally just
1:07:45doing a hundred times the volume. And as
1:07:48a result of that 100 times the volume,
1:07:50what do you think's happening? We get a
1:07:52hundred times the prospect. And so a lot
1:07:54of like like
1:07:57people want to try and like outsmart
1:07:59themselves and thinking that they can
1:08:00like not do the work that's required,
1:08:03but it's actually far more linear than
1:08:05you would expect. So like we just know
1:08:07that like one out of 10, you know,
1:08:08shorts is going to go, you know, is
1:08:10going to be a two or 3x outlier. We just
1:08:12know what that math looks like. Same
1:08:13thing for longs, right? And so it's like
1:08:15how do I just jam as much into that
1:08:17input output machine as I possibly can?
1:08:19And as long as I'm checking these boxes,
1:08:21like I'm making the right kind of
1:08:22content, then you're going to get the
1:08:25right kind of prospects. All right. So,
1:08:26I'll give you one more nugget and then
1:08:28I'll I'll open up I'll open up uh for
1:08:30discussion. And I I love Dave, by the
1:08:31way, for those of you like Dave's a G.
1:08:33Dave's been doing like I don't care who
1:08:35you are, you have to respect that man's
1:08:37level of effort. Like, he's been doing
1:08:40this for I don't know, 40 years. 40
1:08:42years. He's been putting out three hours
1:08:45a day of content.
1:08:48It's like I don't care what you think
1:08:50about him. Like the guy works and he's
1:08:53consistent. And the thing is is and
1:08:54he'll be the first to say he's like I'm
1:08:56it's not like I'm Superman or I'm not
1:08:57like you know some rocket scientist
1:08:59here. He's like but the guy is
1:09:00consistent. And like I'm telling you
1:09:02like if you can unlock consistently
1:09:03consistency like you can become an
1:09:05incredibly dangerous competitor. It's
1:09:08just it's just it's wildly
1:09:09underestimated. And so for those of you
1:09:10who are like starting right now, like
1:09:14start like like start you you will you
1:09:16will not make less money by letting more
1:09:18people know about your stuff. Period.
1:09:20Full stop.
1:09:21>> You got a quite the mosy media empire
1:09:24going on here. Bring us back to kind of
1:09:25your epiphany when it you realize like
1:09:27damn we got to start building more of an
1:09:28audience here. Move off of sort of the
1:09:30paid ad side and build this business
1:09:32different.
1:09:32>> I mean I just I had reality kind of slap
1:09:34me in the face a bunch of times in a row
1:09:36in a very short period. So, like I was
1:09:37uh just for the audience to like
1:09:39understand the gravity of this 180
1:09:41degree flip for me is that like I think
1:09:43episode seven of my podcast is called
1:09:45Stop Branding.
1:09:46>> Um and I and I I do I mean I leave it up
1:09:48there cuz I want people to see the you
1:09:49know the progression over time.
1:09:50>> I expect that too.
1:09:51>> Yeah. No, I appreciate it. Um
1:09:53>> and so I was just like cold outreach run
1:09:56ads don't talk to me, you know? I just
1:09:58like that's what it is. Like that's how
1:09:59you're going to get customers. Um and
1:10:01obviously referrals and affiliates and
1:10:03things like I just the idea of just uh
1:10:04organic content um didn't really make
1:10:07sense to me. And to be fair, I was also
1:10:09a local business owner and was speaking
1:10:10to local business owners. And I and I
1:10:12kind of I think that there's actually
1:10:14some truth to that. Um because the thing
1:10:16is is like if you actually build an
1:10:18exceptionally large, you know, personal
1:10:19brand, it doesn't make sense to monetize
1:10:21through a local business. And so what
1:10:23does make sense for a local business?
1:10:24Well, they probably should have, you
1:10:26know, have strong referrals from their
1:10:27existing customers, create affiliate
1:10:28relationships with other local
1:10:29businesses. They should run ads, they
1:10:31should do outreach. Like that is
1:10:32probably the Yeah.
1:10:33>> Yeah. That is the that is the approach
1:10:35they should be making. But um I saw
1:10:38Kylie Jenner become a billionaire when
1:10:41she was 20 and I was 27 and I thought I
1:10:44was you know hot [ __ ] and uh I was like
1:10:47she is way richer than I am. And so it
1:10:48means that she's doing something
1:10:50different than I am by or by an order of
1:10:52magnitude that I don't understand. And
1:10:54she had a personal brand but I was like
1:10:56you know what Chris Jenner's been
1:10:57building her brand since she was five.
1:10:59Like okay I'll write that off as a
1:11:01fluke. But then, you know, Huda Beauty,
1:11:03you know, sold a chunk of her thing at
1:11:04600. Now I think it's worth over a
1:11:06billion. And, you know, Conor McGregor
1:11:08had Proper 12 and George Clooney had u
1:11:11Kasamigos, right? And then, um, The Rock
1:11:14has Tamana. And each of those billion
1:11:16dollar billion to multi-billion dollar
1:11:18things, like seemingly overnight, now
1:11:20you've got Logan Logan Paul with Prime.
1:11:22>> And so, but in that short period, all of
1:11:24it was like 12 months, all of these
1:11:26these plays started coming out. And I
1:11:28was like, I'm I'm playing this wrong.
1:11:30And so I still wasn't convinced because
1:11:33I didn't want to be famous. And I have
1:11:34another clip of me being like, I never
1:11:36want anybody to know who I am. Um, from
1:11:38a few years ago. And I was sat across
1:11:41the table from a friend of mine who is
1:11:42famous. You would recognize him. Um, and
1:11:44I said, like, don't you get bothered by
1:11:46having like weirdos show up at your
1:11:47house like three times a week and like
1:11:49letters to your kids and like isn't that
1:11:50like that doesn't seem worth it to me?
1:11:53and he said, um, if that's the price I
1:11:56have to pay for the impact I want to
1:11:57have, I'd pay that price twice a day and
1:12:00seven days a week.
1:12:01>> And, um, he just kind of look looked at
1:12:03me and I just like I just felt very
1:12:05called out just like for being a pansy.
1:12:07Um, and so I was like, "All right, well,
1:12:11that's what I'll do." And so that was
1:12:12like the last uh straw that broke the
1:12:15camel's back and I started making
1:12:16content that week.
1:12:17>> Yeah. I see that self-limiting belief a
1:12:19lot with people where, you know, they're
1:12:20like, "Oh, personal brand, you know, I
1:12:21don't want to be famous."
1:12:22>> Yeah.
1:12:23>> And I think we live in a totally
1:12:24different day and age now and there's a
1:12:26whole other kind of game being played.
1:12:28I'm, you know, I'm curious on your side
1:12:30with, you know, your personal brand.
1:12:32There's a lot of people out there that
1:12:33just can't see the ROI to this. Like,
1:12:35why am I doing this? And I lose all my
1:12:36privacy. I lose all this. Like, what
1:12:37for? You know, how do you look at the
1:12:39ROI of what you what you've built?
1:12:41>> And, you know, I think you guys are
1:12:42spending like millions of dollars now on
1:12:44the whole content operation. We love a
1:12:46little bit of the, you know, inside
1:12:47baseball and how that kind of all
1:12:49delivers results for you.
1:12:50>> So, um, right off the bat, I don't I
1:12:53don't I will say
1:12:55>> upfront,
1:12:56>> I don't think everyone should be famous.
1:12:58I don't think everyone should build a
1:12:59personal brand. I don't think everyone
1:13:00should anything. You can do whatever you
1:13:01want. Um, and I have billionaire friends
1:13:04who want to stay anonymous, and they're
1:13:05pretty smart dudes, you know, and so
1:13:06they've made that decision, and I
1:13:08respect that. Um, I do think that from a
1:13:10money-making perspective, it is a it is
1:13:12a time warp. uh you can just go way
1:13:15faster.
1:13:16>> And
1:13:18that is because you can attract talent
1:13:20at such a higher rate than you could
1:13:22otherwise. You can bring people on who
1:13:25already know your values, know what
1:13:26you're about, have already consumed more
1:13:28content than most people's employees
1:13:29currently know about them and their way
1:13:31of doing business. You can basically
1:13:33pre-train your entire team before they
1:13:35come on board because of the amount of
1:13:36stuff that you put out.
1:13:38>> And those are just unbelievably valuable
1:13:40things. And not to mention, you know, if
1:13:42if you're on the deal side, you know,
1:13:43like for us, like investing in
1:13:44companies, we have so much more trust at
1:13:47the table. And I think Charlie Mer said
1:13:48trust is the ultimate lubricant for
1:13:50deals is like there's just what you're
1:13:53both trying to make the deal happen
1:13:54rather than being competitive. And I
1:13:56think that just it's it's so much better
1:13:58as a process having been on in both
1:14:00types of deals, very competitive deals,
1:14:01like white knuckle deals and really
1:14:03friendly deals. Way more fun to do
1:14:05friendly deals. Um, and so those are,
1:14:08you know, those are kind of the the
1:14:08pluses. And obviously you have an
1:14:10audience, you can test things quickly.
1:14:11You can find solutions. Like I remember
1:14:13uh even this week I had uh one of our
1:14:15companies um does three or$4 million a
1:14:17month in just loan volume um as a
1:14:20percentage of their revenue uh for
1:14:22consumer consumer spending. And uh we
1:14:24were we were switching processors and we
1:14:26were kind of linked to a different uh
1:14:28loan engine and I wanted to make sure
1:14:29that we'd be able to transfer it to the
1:14:31new processor. And so I needed to get in
1:14:34contact with somebody high up uh at that
1:14:36loan processing company. I was just
1:14:37like, "Hey, if anybody knows anyone, let
1:14:39me know." And I got like seven people
1:14:40who messaged me and they were like, "I
1:14:42know the co-founder. Let me introduce
1:14:43you." And like just you don't have that,
1:14:45>> right?
1:14:46>> Without that kind of brand. So that's
1:14:47the pros.
1:14:48>> Yeah.
1:14:49>> The cons, and there are cons um is that
1:14:52privacy is the cost of fame. Like that's
1:14:55what you give up. And for some people,
1:14:57that cost is always too much. Um for me,
1:14:59I'm not really that different in private
1:15:01than I am publicly. So it it didn't seem
1:15:03like too big of a deal. Um I mean, I
1:15:05still thought about it. Second is it's
1:15:07irreversible.
1:15:09You like once everyone knows what you
1:15:10look like, that's it. Like you can't
1:15:13stop. Like it's irreversible. And that's
1:15:15why the beard.
1:15:16>> Yeah. Right. I think Yeah. I think I'd
1:15:19still probably get recognized. Um and uh
1:15:22there's like small social costs like,
1:15:23you know, if I walk outside of the
1:15:24house, I'll I'll get recognized four or
1:15:27five times every time I walk outside. Um
1:15:29and that's fine. Or if you know, if I go
1:15:31to dinner with Ila, I'll probably have
1:15:32to stop three or four times during the
1:15:33dinner to take pictures. Um, and that
1:15:35can be um, you know, disrupting. And the
1:15:38hard part is is that you always have to
1:15:40be in the best mood ever because this is
1:15:42the one time that this person will ever
1:15:44see you. And they will make 100% of
1:15:46their lifelong judgment and tell every
1:15:47person they ever meet how you are based
1:15:49on the 30 seconds of how you interact
1:15:51with them. And then 10 minutes later,
1:15:52you do it again. And so basically being
1:15:55able to manage that is is a skill I
1:15:56think. Um, and I've worked really hard
1:15:58at that. uh despite because it doesn't
1:16:02matter like no one will ever empathize
1:16:04so it doesn't really matter they're like
1:16:05boohoo must you know must be tough you
1:16:07did choose that and that's the thing is
1:16:08like I did choose this and so I can't
1:16:10lament that um I just see that as part
1:16:12of the price and so giving up privacy is
1:16:16the the TLDDR big umbrella cost of
1:16:20getting the fame wheel going there are
1:16:22in my opinion
1:16:24pros and cons but there are more pros
1:16:27than there are cons
1:16:28>> I also don't talk about super racy
1:16:30subjects. And so I don't have, at least
1:16:33to my knowledge, you know, a huge hater
1:16:35base. Um, I'm not political. U for the
1:16:39most part, all my stuff that's out there
1:16:40is like to try and help people, you
1:16:42know, make more. And I also lean really
1:16:45far away from shoods. So I just, you
1:16:47know, upfront like do whatever you want.
1:16:49Like this is just the stuff that worked
1:16:50for me. And if it works for you,
1:16:51awesome. If it doesn't work for you, I'm
1:16:52sorry. Try someone else. You know what I
1:16:54mean? That's just that's what's worked.
1:16:55[snorts]
1:17:02If you like this video and you're a
1:17:03business owner who wants to break
1:17:04through your current revenue ceiling, I
1:17:06distilled every lesson from scaling 10
1:17:07businesses past 10 million and three
1:17:09businesses past 100 million into a
1:17:11completely free scaling road map that
1:17:13I've used to go from 0 to 1, 0 to 10,
1:17:15and 0 to 100 plus. And so you can click
1:17:17here and you can check it out. Again,
1:17:18absolutely free. And since you're a
1:17:20business owner, appreciate you. And uh
1:17:21enjoy.

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