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If You're Tired of Losing, Study This for 1 Hour — Transcript

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0:00You do what you've been rewarded for
0:01doing in the past and you avoid things
0:02you've been punished for in the past.
0:03That I absolutely agree with to the
0:04death.
0:04>> But don't you believe even as a child,
0:06let's say you could be shaped by your
0:08parents. So let's just say you're told
0:10by your parents, you are worthless. You
0:12can never do anything like that's hard
0:13to break. I think as an adult,
0:14>> I don't disagree with the fact that
0:15they're harder to break. I'm just saying
0:18you choose to believe it. There's a
0:20choice. Could it also be that your brain
0:22is wired in such a way that the the
0:25neural pathways all point to you being
0:28worthless and you're told that you will
0:30amount to nothing? And it's so ingrained
0:34that when you become an adult, it's just
0:36like these are patterns that are really
0:38difficult to break because you've been
0:40told your entire life and you believe
0:41one thing. And shattering all of that
0:44takes a lot of work. So to anyone who
0:47has that that paradigm,
0:49you're right. It's not your fault.
0:52You're never going to be successful.
0:55Now what?
0:59Okay. Well, maybe I can do something
1:00about it. Okay, great. You know what I
1:01mean? Like there's like there's no
1:03there's like there's no benefit. You
1:05know what I mean? Like if someone like
1:07cuz I I get Q&A every once in a while
1:08and someone's like can't grow my
1:09business because of my kids, right? Like
1:11they take up all my time and it's just
1:12impossible for me to do the things. Uh,
1:15so what would you tell me? They say,
1:17"You're right. You're never going to be
1:18successful and it's not your fault." And
1:21then you can just watch the person just
1:23writhe. They're just like,
1:25"Well, I mean," and I'm like, "What?
1:27You're going to fight me on the fact
1:28that you're going to be successful?
1:29Great. The fighter showed up. So, what
1:30do we what are we talking about? Do you
1:32want my permission to not be successful,
1:33or do you want to accept that you're not
1:34going to be like, "What do you want?"
1:36They're like, "Well, okay." I was like,
1:38"Well, yeah, there's your answer." Like,
1:39whatever reason you're giving yourself
1:41is the very reason you should do the
1:42thing. Like if your mom was mean as [ __ ]
1:43to you your entire life and she told you
1:45you were worthless, that's a great
1:46reason to be successful.
1:47>> There's just as many people who've had
1:48terrible upbringings who became
1:49successful.
1:50>> Why wouldn't you tell that person who
1:51says, "I have kids. I can't be, you
1:53know, give the business the time it
1:54needs." Why wouldn't you tell that
1:55person practically, "Well, you're going
1:57to have to structure your day better.
1:59You're going to have to sacrifice some
2:00time with your kids. You're going to
2:01have to wake up a little earlier. It's
2:02going to suck in the beginning. You'll
2:03get used to it." Why not go in with that
2:05approach?
2:06>> Cuz I think that person's looking for
2:08permission. I think they're looking for
2:09an excuse that's reasonable, that
2:10protects their ego. I don't think so. I
2:12think sometimes people just need to be
2:13told what to do. Maybe they they might
2:15know what the answer is, but if you tell
2:18them what the answer is, they'll do it
2:19and they'll believe it because you're
2:21the one telling them, right?
2:22>> Well, this person was saying, I I'm not
2:23going to be success. Like in the premise
2:25they were saying, this person saying,
2:26I'm not going to be successful. Here's
2:27my excuse. Tell me it's okay that I have
2:29this excuse. And I say, you're right.
2:31>> It's not your fault. You're never going
2:32to win.
2:33>> And then all of a sudden, their whole
2:34psyche changes because they want to
2:35contrast. They want to rebel against
2:36that. And they're like, what do you
2:37mean? I mean, I'm totally like, right,
2:38cool. So, you agree. So, you are going
2:40to win. So, what are we talking about?
2:42>> Right? It's like it's it's just this
2:43back and forth that people always rebel.
2:45>> Um, and I just find I just find that
2:47that context interesting because a lot
2:48of times if you actually just like put a
2:49knife in and just twist and say, "Sure,
2:51let's take it to the natural end. You'll
2:52never win." Okay, how do you feel now?
2:54Great. So, then you making all of that
2:56fanfare about all these reasons why it's
2:58justified that you won't win. How does
3:00that serve you? It doesn't. So, you
3:01might as well act as though it didn't
3:02matter anyways and do the stuff that is
3:04required. Just to be clear for
3:05everybody, like I share the stuff that
3:06work for me. If if what you're doing is
3:08working for you, then I love you. keep
3:10crushing it. You know what I mean? Like
3:11I I just share this stuff because people
3:13ask, you know, I they're like, "How did
3:15you do this by this time or whatever and
3:17I share my worldviews and they're
3:18relatively contrary. Not a lot of people
3:20>> believe as little as I believe about
3:22anything really." Um there are a few
3:24things that I absolutely believe through
3:25and through and then the everything else
3:27for the most part I feel is noise. And
3:28that has helped me a lot because um it
3:31has gotten me out of like you know 99%
3:33of the well 99 who knows but like a a
3:35vast majority of the content that I see
3:36on the internet is there's a lot of
3:37fluff. There's a lot of just like just
3:40BS, a lot of people giving advice that
3:41have never done the thing that they're
3:42trying to give advice on. Um, and so
3:46it's like when people talk about like,
3:47you know, energy and manifesting and,
3:49you know, psychology and affirmations
3:51and all these things, it's like even
3:54even this the statement like have you
3:55heard be do have? You heard that? It's
3:57like a pretty big in like the personal
3:58development stuff. It's like be the
4:00certain way so you do the things to get
4:01what you want or have the thing, right?
4:02And it has to you have to be the person
4:03first then you can to do the things to
4:05have the thing, right? That's like a
4:06being. Everyone's like be do you have? I
4:08think it's complete [ __ ] because
4:13being is a function of doing. If we were
4:16to say who is this person, we would
4:18describe their identity by the things
4:20they do. Like he is a carpenter. He's
4:22into these things. He does. He takes
4:24these actions. That is what creates his
4:26identity. How we describe it. So if
4:27being is a function of doing, then we
4:29can just cut being out, right? So it's
4:32just doing and then have. But if the
4:34having comes from the doing, then that's
4:38an aftereffect. That's an outcome, not
4:41the thing that created it. And so the
4:43doing creates the having. And so you can
4:44cut out the have. And so it just comes
4:46down to doing. And so we don't need to
4:49like obsess about like am I a good
4:51person, am I a bad person, am I a
4:52villain, am I an [ __ ] That was the
4:53point that we're making at the very
4:54beginning of this is like maybe you are
4:56an [ __ ] Maybe you are a loser. You
4:59can still do the stuff to win and win.
5:01Anyways, if Graham identified as a loser
5:03tomorrow, like truly through his being
5:06identified as a loser and still made the
5:07same video and posted it, it would still
5:09crush.
5:11And for me, that's actually given me a
5:13lot of
5:16shelter in hard times, which is like I
5:18don't need to be the best whatever. And
5:21I don't even need to be in a great mood.
5:22I don't need to identify as like some
5:24shiny knight hero, but I can still run
5:27these ads or make these calls or do
5:29these outreach attempts or make this
5:31partnership deal and I will still get
5:32the end result. And to me, that is very
5:35reassuring because it puts a lot more
5:37under my control.
5:38>> Do you think that you would do better in
5:40that case if you're feeling bad, if you
5:42were feeling better about yourself that
5:45you would have a better result
5:47>> if the exact same activity was done? No.
5:49>> Yes.
5:51If the same number of if I send the same
5:53hundred emails to the same exact people
5:54whether I'm in bad mood or good mood,
5:55the same response rate is going to come
5:56back.
5:57>> If you feel like you're in a really
5:58great mood, don't you feel like you
5:59could craft those emails in such a way
6:01that's maybe 1% better?
6:03>> And I'm talking about
6:04>> if we just stick to what the doing is
6:05because then at that point it's like sh
6:07great, we shifted the doing. But like
6:08the doing itself can just be done. And I
6:11like that a lot because for people who
6:13are in hard times,
6:14>> it's like you can you don't have to feel
6:16confident to do [ __ ] You can still get
6:18the result for it. Like you don't need
6:20to be confident to go up to the girl.
6:21You just go up to the girl and not be
6:22confident
6:23>> and still ask her out. Basically, what
6:25I'm trying to prevent against is the
6:26person who's waiting to be in a good
6:27mood to work
6:29>> because that sometimes that good mood
6:30never comes.
6:30>> Yeah.
6:31>> What's holding people back from
6:33excelling beyond average? Do you think
6:35it's talent, belief?
6:37>> I think people don't do very much.
6:40I think people do a lot of talking about
6:42doing and not a lot of doing. And I
6:44think it's the doing that does
6:45everything. And I think that's the and
6:48whether it's lack of motivation, lack of
6:50focus, lack of like lack of a hundred
6:52different things. Um it just comes down
6:54to number of actions taken per unit of
6:56time. And I think the vast majority of
6:58people just wildly underestimate the
6:59volume that's required. And I think
7:00that's like I I I hit on this so hard
7:02because like like when I'll tell you a
7:05story to illustrate the point. When I
7:07when I had my first gym, I had a mentor
7:09who told me that he got all of his leads
7:10off of flyers. And so that's what he
7:12did. And so I put out a flyer and I
7:15waited two weeks and one guy called me
7:16and said, "Hey, you dinged my Mercedes."
7:17And I was like, "It's the only call I
7:19got." So I called the men were up two
7:21weeks later and I was and he was like,
7:22"Hey, how'd that go?" And I was like
7:24ready to give I was like, "It didn't
7:25work." You know, like and he was like
7:27and he like totally took it and tried
7:28and he was like, "Well, what was your
7:30test size?" And I was like, "Well, what
7:32do you mean?" He was like, "Well, what
7:33was your test amount?" I was like,
7:34"Well, I mean I put out 300 in total."
7:37And he was like, "Oh man." He's like,
7:39"Hard to know if anything's going to
7:40work with 300." He's like, "We test with
7:425,000 per batch." He's like, "And then
7:44once we find a winner," he's like, "We
7:45do 5,000 flyers a day." And I was like,
7:49"Oh." So, he's doing 150,000 flyers a
7:52month for his business. And I had done
7:53300. And this is why like I think the
7:55vast majority of people dramatically
7:56underestimate how much volume it is.
7:59Like, I mean, right when we started
8:01this, you're like, "Sems like you tweet
8:02all the time." It's like I post that
8:03often on a lot of platforms. Now, tweet
8:05Twitter is my my home base for how I
8:07where everything is generated from, but
8:10like we make 450 pieces of content a
8:12week. And so people are like, "Hey man,
8:14I've been making content for 90 days."
8:15And that would already put them in the
8:16top, you know, 1% because everyone gives
8:18up. But if you actually made a post
8:20every day for 90 days, be like, "It's
8:21amazing. That's 90 posts."
8:23>> Uh, I do that in two days. And so, but
8:26they get there and they're like, "But
8:27I'm not Mr. Beast yet." you know, and
8:29and it's just and there's just people
8:31think that someone else is doing two
8:33times or three times as much, but it's
8:34more often that they've done a thousand
8:36times or like two 10,000 times the
8:39amount of work that they have. Like if
8:40you count the amount of videos that
8:42you've put out in terms of longs and
8:43shorts or minutes of content that you've
8:45put out over the last four or five years
8:47compared to somebody, it's not even it's
8:49like it's so so ridiculous the
8:52discrepancy. Same thing with sales guys.
8:53They're like, "Hey, I've been I've been
8:54selling for 90 days." I'm like, "Okay,
8:56so how many calls a day do you take?"
8:57And they're like, I end up taking, you
8:58know, five or six live calls. I'm like,
9:00okay, so you've been doing it for 90
9:01days. You've taken like 400 live calls.
9:03It's like, okay, well, this is John.
9:04He's closed 4,000 deals. Not calls
9:07taken, deals. That's why he's better
9:09than you. It's just like there's just a
9:11dramatic misunderstanding. And that
9:12probably with a 30% closure, he's taken
9:1412,000 calls. It's like he's done 300
9:17times the work you have. Like it's a lot
9:19or 30, but like it's a lot more than
9:21people.
9:22>> So, how do you compete with that guy?
9:24Cuz I bet there's a lot of those guys
9:26out there. you start. I mean, I think
9:28it's like you just start. And um I think
9:31it's like I think a huge amount of the
9:34delay that happens when people are
9:35starting out is the amount of time it
9:37takes for them to realize there is no
9:38easy way.
9:41So they spend a huge amount of time,
9:43they figure out what the what how to do
9:45it, and then they spend a really long
9:46time trying to figure out if there's an
9:47easier way, and then they give up trying
9:48to find an easier way, and then they
9:50just start the hard way. I'd say one of
9:52the strongest mental frames that has
9:54gotten me through my hardest times is
9:56thinking this will be the story that I
9:58will one day tell. And that means the
10:01harder it is, the bigger the dragon, the
10:04more epic the story. And by consequence,
10:07the more epic the hero.
10:10And if you think about the difference
10:12between winners and losers, winners
10:15define themselves by what they made
10:17happen and losers define themselves by
10:20what happened to them.
10:22And the difficult part of the lonely
10:25chapter is
10:28that the rocky cut scene lasts 90
10:30seconds in the movie and lasts 5 years
10:32in reality
10:33>> with no promise of it ever ending. No
10:37guarantee of glory.
10:39What's interesting about and I don't
10:41again I don't like using the word
10:42psychology but I'll say what's
10:44interesting about humans is that our
10:45ability to endure is very robust if we
10:50know that we'll make it out. And so
10:53they've done mice studies where they
10:55drop the mouse in and then they let it
10:57drown and it drowns really fast and then
11:00they drop a a mouse in and then before
11:02it gets to the point where it drowns
11:04they pick it up and then they put it
11:06back in. And the second time they put it
11:07in, it can last like 20 times longer.
11:10>> Think for the stats of something around
11:12will drown in less than an hour. If it's
11:14taken out, dried off, and allowed to
11:16relax, it'll swim for a day.
11:18>> An absurd amount different. And so if I
11:21were to say, "Hey, I need you to hold
11:24your breath, but I don't tell you how
11:26long."
11:2820 seconds in, you might be thinking,
11:30"This is stupid. When is he going to
11:32stop? Is he going to wait for me to pass
11:33out?" And all these stupid thoughts go
11:34into your mind. But if I say, "I need
11:37you to hold your breath for 3 minutes."
11:41Your lungs might burn, but you can see
11:43that there's this end that's coming. The
11:46difficulty with personal development and
11:48entrepreneurship is that you don't know
11:50when the end is coming, but you still
11:51need to fight like the second mouse who
11:54gets out, gets right off, and gets put
11:55back in. And the only certainty that I
11:58can give you is that it's the same thing
12:00that every other mouse, every other
12:02person who got through that period went
12:03through. and you won't die. And if you
12:06do die, you won't care because you'll be
12:09dead.
12:12And so, best case, you win. Worst case,
12:15it won't matter. You know, a fun frame
12:17with that is when someone says, "Must be
12:20nice." You can just say, "Yeah, it is."
12:26Or someone says, "Man, you must have
12:28exceptional genetics to have the body
12:30you have." And it just happens so easily
12:32for you. And you're like, "Yeah, it's
12:35sweet." And the thing is is that if we
12:38think if we were to just say like if we
12:39lean into it, right, to some degree by
12:43leaning into it, you also eliminate a
12:44competitor. If you want to hear my my
12:46ugly side because if I just affirm the
12:48fact that they think it happened
12:49overnight or that it was genetic or
12:51whatever,
12:52>> make it more out of reach,
12:53>> right? You do what you've been rewarded
12:55for doing in the past and you avoid
12:56things you've been punished for in the
12:57past. that I absolutely agree with to
12:58>> But don't you believe even as a child,
13:00let's say, you could be shaped by your
13:02parents. So, let's just say you're told
13:04by your parents, you are worthless. You
13:05can never do anything like that's hard
13:07to break. I think as an adult,
13:08>> well, I don't disagree with the fact
13:09that they're harder to break. I'm just
13:11saying you choose to believe it. There's
13:13a choice.
13:15>> Could it also be that your brain is
13:17wired in such a way that the the neural
13:19pathways all point to you being
13:21worthless and you're told that you will
13:24amount to nothing? And it's so ingrained
13:28that when you become an adult, it's just
13:30like these are patterns that are really
13:32difficult to break because you've been
13:34told your entire life and you believe
13:35one thing. And shattering all of that
13:38takes a lot of work.
13:40>> So to anyone who has that that paradigm,
13:43you're right. It's not your fault.
13:46You're never going to be successful.
13:49Now what?
13:53Okay. Well, maybe I can do something
13:54about it. Okay, great. You know what I
13:55Like there's like there's no there's
13:57like there's no benefit, you know what I
14:00mean? Like if someone like cuz I I get
14:01Q&A every once in a while and someone's
14:03like can't grow my business because of
14:04my kids, right? Like they take up all my
14:06time and it's just impossible for me to
14:07do the things.
14:08>> Uh so what would you tell me?
14:10>> I say you're right. You're never going
14:12to be successful and it's not your
14:13fault. And then you can just watch the
14:16person just writhe. They're just like
14:20[clears throat] well I mean and I'm like
14:21what? You're going to fight me on the
14:22fact that you're going to be successful?
14:23Great. The fighter showed up. So, why do
14:24we what are we talking about? Do you
14:26want my permission to not be successful
14:27or do you want to accept that you're not
14:28going to be like, "What do you want?"
14:30They're like, "Well, okay." I was like,
14:32"Well, yeah, there's your answer." Like,
14:33whatever reason you're giving yourself
14:34is the very reason you should do the
14:36thing. Like, if your mom was mean as
14:37[ __ ] to you your entire life and she
14:38told you you were worthless, that's a
14:39great reason to be successful.
14:41>> There's just as many people who've had
14:42terrible upbringings who became
14:43successful.
14:44>> Why wouldn't you tell that person who
14:45says, "I have kids. I can't be, you
14:47know, give the business the time it
14:48needs." Why wouldn't you tell that
14:49person practically, "Well, you're going
14:51to have to structure your day better.
14:53you're going to have to sacrifice some
14:54time with your kids. You're going to
14:55have to wake up a little earlier. It's
14:56going to suck in the beginning. You'll
14:57get used to it. Why not go in with that
14:59approach?
15:00>> Because I think that person's looking
15:01for permission.
15:02>> I think they're looking for an excuse
15:04that's reasonable, that protects their
15:05ego.
15:05>> I don't think so. I think sometimes
15:06people just need to be told what to do.
15:08Maybe
15:08>> they they might know what the answer is,
15:10but if you tell them what the answer is,
15:13they'll do it and they'll believe it
15:14because you're the one telling them,
15:15right?
15:16>> Well, this person was saying, I I'm not
15:17going to be success. Like in the
15:18premise, they were saying, this person
15:19is saying, I'm not going to be
15:20successful. Here's my excuse. tell me
15:22it's okay that I have this excuse and I
15:24say, "You're right.
15:25>> It's not your fault. You're never going
15:26to win."
15:26>> And then all of a sudden their whole
15:28psyche changes because they want to
15:29contrast. They want to rebel against
15:30that. And they're like, "What do you
15:31mean?" I mean, I'm totally like, "Right,
15:32cool. So, you agree. So, you are going
15:34to win. So, what are we talking about?"
15:35Right? It's like it's it's just this
15:37back and forth that people always rebel.
15:39>> Um, and I just find I just find that
15:40that context interesting because a lot
15:42of times if you actually just like put a
15:43knife in and just twist and say, "Sure,
15:45let's take it to the natural end, you'll
15:46never win." Okay, how do you feel now?
15:48Great. So then you making all of that
15:50fanfare about all these reasons why it's
15:52justified that you won't win. How does
15:54that serve you? It doesn't. So you might
15:55as well act as though it didn't matter
15:56anyways and do the stuff that is
15:58required. Just to be clear for
15:59everybody, like I share the stuff that
16:00work for me. If if what you're doing is
16:02working for you, then I love you. Keep
16:04crushing it. You know what I mean? Like
16:05I I just share this stuff because people
16:07ask, you know, I they're like, "How did
16:09you do this by this time or whatever?"
16:10And I share my worldviews and they're
16:12relatively contrar. Not a lot of people
16:14believe as little as I believe about
16:16anything really. Um there are a few
16:18things that I absolutely believe through
16:19and through and then the everything else
16:21for the most part I feel is noise and
16:22that has helped me a lot because um it
16:25has gotten me out of like you know 99%
16:26of the well 99 who knows but like a a
16:29vast majority of the content that I see
16:30on the internet is there's a lot of
16:31fluff there's a lot of just like just BS
16:34a lot of people giving advice that have
16:35never done the thing that they're trying
16:36to give advice on. Um and so it's like
16:40when people talk about like you know
16:41energy and manifesting and you know
16:44psychology and affirmations and all
16:45these things it's like even even this
16:48the statement like have you heard be do
16:50have you heard that it's like a pretty
16:51big in like the personal development
16:53stuff it's like be the certain way so
16:54you do the things to get what you want
16:55or have the thing right and it has you
16:57have to be the person first then you can
16:58to do the things to have the thing right
17:00that's like a big like be have I think
17:02it's complete [ __ ] because
17:07Being is a function of doing. If we were
17:10to say who is this person, we would
17:12describe their identity by the things
17:14they do. Like he is a carpenter. He's
17:16into these things. He does. He takes
17:18these actions. That is what creates his
17:19identity, how we describe it. So if
17:21being is a function of doing, then we
17:23can just cut being out, right? So it's
17:26just doing and then have. But if the
17:28having comes from the doing, then that's
17:32an aftereffect. That's an outcome, not
17:35the thing that created it. And so the
17:37doing creates the having. And so you can
17:38cut out the have. And so it just comes
17:40down to doing. And so we don't need to
17:43like obsess about like am I a good
17:45person? Am I a bad person? Am I a
17:46villain? Am I an [ __ ] That was the
17:47point that we're making at the very
17:48beginning of this is like maybe you are
17:50an [ __ ] Maybe you are a loser. You
17:53can still do the stuff to win and win.
17:55Anyways, if Graham identified as a loser
17:57tomorrow, like truly through his being
18:00identified as a loser and still made the
18:01same video and posted it, it would still
18:03crush.
18:05And for me, that's actually given me a
18:07lot of
18:09shelter in hard times, which is like, I
18:12don't need to be the best whatever. And
18:15I don't even need to be in a great mood.
18:16I don't need to identify as like some
18:18shiny night hero, but I can still run
18:21these ads or make these calls or do
18:23these outreach attempts or make this
18:25partnership deal and I will still get
18:26the end result. And to me, that is very
18:29reassuring because it puts a lot more
18:30under my control. Do you think that you
18:32would do better in that case if you're
18:35feeling bad, if you were feeling better
18:37about yourself that you would have a
18:39better result?
18:41>> If the exact same activity was done, no.
18:43>> Yes.
18:45>> If the same number of if I send the same
18:47hundred emails to the same exact people,
18:48whether I'm in a bad mood or good mood,
18:49the same response rates going to come
18:50back.
18:51>> If you feel like you're in a really
18:52great mood, don't you feel like you
18:53could craft those emails in such a way
18:55that's maybe 1% better? And I'm talking
18:57about
18:58>> if we just stick to what the doing is
18:59cuz then at that point it's like sh
19:01great we shifted the doing. But like the
19:02doing itself can just be done. And I
19:05like that a lot because for people who
19:07are in hard times,
19:08>> it's like you can you don't have to feel
19:10confident to do [ __ ] You can still get
19:12the result for it.
19:13>> Like you don't need to be confident to
19:15go up to the girl. You just go to the
19:16girl and not be confident
19:17>> and still ask her out. Basically what
19:19I'm trying to prevent against is the
19:20person who's waiting to be in a good
19:21mood to work
19:23>> because that sometimes that good mood
19:24never comes.
19:24>> Yeah.
19:25>> You want to achieve a goal. You're
19:26either going to have to accept boredom
19:28or pain. And the bigger the goal, the
19:30more of both you'll get. When I started
19:32my gym, I actually lived with six other
19:35people in one house. This is like off of
19:37beach town. Think like sand everywhere,
19:40people everywhere, dirty dishes
19:41everywhere, not enough room in
19:43refrigerator for food. Cooking was an
19:45absolute mess. Almost all of them had
19:48dogs. So, a couple had two dogs, another
19:50couple had one dog, another guy had a
19:52dog. Four different dogs in the house.
19:54And they were like all marking
19:55territory. It was horrendous. And I was
19:58splitting one room with a guy with a
20:01bed, like two beds. My bed was on the
20:03floor. His bed was, you know, elevated
20:05cuz he uh he could afford that at the
20:07time. And I would sleep with a fan on my
20:09face. I couldn't hear anything. That was
20:11my secret. Like is the fan like you
20:12there's like the wind over like that's
20:13all I could hear. The thing is is like I
20:15was doing that when I was making like 20
20:17grand a month take home. There's always
20:19trade-offs. And the trade-off for me of
20:21living in that condition was that I
20:22could invest in the dream and build the
20:25business that I had at the time. Now, I
20:26could look back cuz I ended up losing
20:28everything, you know, a few years later.
20:29You know, you get this negative cycle of
20:31like all of that suffering was for
20:32nothing. But it wasn't for nothing
20:34because I learned all these skills along
20:35the way. You also can't operate from the
20:38perspective of like I might lose it all
20:39in the future, which means everything I
20:40do today is not worth anything because
20:42like you're going to lose 100% of
20:44everything the moment you die. So trying
20:46to say that you might lose something in
20:48the future as a reason not to do
20:49something is ridiculous. You're going to
20:50lose everything at some point. You
20:52cannot wish for both strong character
20:54and an easy life because the price of
20:55one is the other. When I think about
20:58pain, I think about what thing am I
21:00paying for right now? And is that thing
21:02something that I want? And if so, it
21:05reframes the pain as the price of the
21:08thing that I want. This is super
21:10interesting is they've done research on
21:12this where they have somebody who like
21:13accepts like shocks. they can like opt
21:15out at any point. If you have the same
21:17man who's getting shocked and then you
21:20tell that man in the other room, every
21:22shock he takes, his family doesn't have
21:25to take. His threshold of pain like
21:27quadruples. This may seem like some
21:30quote mindset whatever. But the thing is
21:34is like the bigger your goals, the more
21:36pain you're going to endure. Whether you
21:38want to or not, it's the price. And if
21:40you can endure four times more pain than
21:41someone else, I don't actually think
21:44that it feels four times more painful. I
21:46think it feels the same level of pain,
21:48but you have this padding that makes it
21:50feel worth it. Give a man a purpose and
21:52the ability to achieve it and he will
21:54crawl over broken glass with a smile.
21:56That broken glass, like how can you have
21:58a smile during the pain? It's because of
22:00what the pain itself represents. Now,
22:03I'm going to get get a little bit into
22:04behavior because I think it's it's
22:05valuable. I talk a lot about reward and
22:07punishment, but those are kind of more
22:09colloquial terms. When it comes down to
22:11behavior, it's actually reinforcers. A
22:13reinforcer can be negative, meaning it
22:16can be something that's aversive. So,
22:18for example, if I know that every time I
22:21hit my hand with a hammer, I'm going to
22:23grow muscle. Hitting my hand with a
22:25hammer or taking the shock for my family
22:28means something positive, which is that
22:29I'm protecting my family. I'm helping my
22:31country. I'm I'm doing something that I
22:33deem meaningful. The pain itself can
22:35become a positive reinforcer because you
22:37know you're making progress towards the
22:39thing you want. Now you might think of
22:41that and be like well I don't want to
22:42have the pain. The thing is is that when
22:43you're going through it if you have this
22:45frame it isn't as painful. In a lot of
22:47ways it's like we are our own sculpture
22:49that we are working on. And as we chisel
22:51away we also get to reveal the type of
22:54person that we want to become the traits
22:55and the behaviors and the belief sets
22:57that go with the man or woman that we're
22:59trying to trying to grow into. And so I
23:01wrote this story, I want to say a year
23:03ago, maybe two years ago, that related
23:04to this that I just want to share with
23:05you. So imagine you're talking to the
23:08creator of the universe about the person
23:09that you want to become. And so you say,
23:11you know, I want to be courageous. And
23:13the creator replies, then I will give
23:15you monsters that terrify you. That way
23:17you can conquer them. And you say, well,
23:19I want to be patient. And the creator
23:21replies, then I will make you work
23:22harder and longer and nothing will come
23:24easy to you. That way you can learn to
23:26wait. Or like, okay, well, I want to be
23:28wise. And so the creator says,"Then I
23:30will give you failures that will crush
23:32your spirit. That way you can learn the
23:33value of judgment." Then you say,"That
23:35sounds like a hard life. Can you give me
23:37a good life?" And the creator replies,
23:39"Just like we measure the quality of a
23:41blacksmith by the strength of his steel.
23:43I measure you by what you are at the
23:44end, not the fire and the hammer that it
23:46took to make you." A good life isn't an
23:48easy life. A good life makes you into a
23:50good person. And that, my child, is a
23:52hard life. It's about who we become
23:54doing the work more than the outcome
23:56from the work itself. And I love this
23:57and this is a reframing of proverbs, but
23:59the work works on you more than you work
24:01on it. Like in all labor, there is
24:03profit. Meaning we always benefit from
24:06work. Even if the thing that we work on
24:09gets destroyed, even if you went
24:10bankrupt, even if you know that
24:12relationship didn't work out, even if
24:13that partnership falls apart, the work
24:16you did is eternal because it changes
24:18you. For those of you who don't know,
24:19who are new to my channel, I lost
24:21everything five years into my
24:22entrepreneurial journey and then I made
24:24a little bit more and then I lost it all
24:26again. But the thing is is that I had
24:29this idea that oh, I have to start from
24:31scratch again. But that's not true
24:34because you can only start from scratch
24:35once. Every time after that, you start
24:38with an experience. A man with an
24:40experience is never at the mercy of a
24:41man with an opinion. and you transition
24:44from the second to the first the moment
24:47you begin working because you're no
24:49longer somebody who has an opinion. And
24:51as soon as you know what that truth is
24:53because you've been there and you've
24:55actually done it and you have the scars
24:58to show for it, then their opinions
25:01matter significantly less. I'll give you
25:03a different reframe that I've had for
25:05redefining pain as it relates to other
25:08people, which is you can summarize just
25:11about every hateful comment on the
25:13internet into one thing. He lives his
25:15life in a way that I would not prefer.
25:18That's it. Everything is he lives his
25:21life in a way that I would not prefer.
25:23To which I respond, yes, I do live my
25:26life in a way that most people would not
25:27prefer. And they live their life in a
25:28way that I would not prefer. And that is
25:30why it is their life and they can live
25:32their life the way that they want to
25:33live their life, the way they prefer it.
25:35And I will live my life the way that I
25:36prefer it. They cast these stones at you
25:38as though it matters. My dad told me
25:40this when he was going through his
25:42divorce. He said he went through this
25:43like divorce conference and the the
25:45speaker on stage said to somebody in the
25:46audience, he said, "Hey, here's a ball."
25:48And he threw it to him and he said,
25:49"Okay, throw it back to me." So he
25:50caught the ball. He said, "Now I want
25:52you to imagine that this ball is a
25:54steaming hot pile of" And he threw it to
25:58the person again. and the person caught
26:00it. He said, "Why would you catch it?"
26:01And so the lesson of that is just
26:03because someone hurls at you doesn't
26:05mean you need to catch it. You don't
26:07need to choose to participate. And I
26:09thought that was a really interesting
26:10frame. People can hurl whatever they
26:12want. It doesn't mean that they have
26:13justified a response or that you need to
26:15accept it. And that little reframe of,
26:17oh, I live my life in a way that other
26:19people would not prefer. Well, that
26:20makes sense. I'm not trying to live the
26:21same life as them. So, of course. And
26:25then they say, he made trade-offs that I
26:26would not make. And I say, of course. Of
26:28course I did. Why is this Why is this
26:30somehow an insult? When I was making
26:32those trades in the earlier days, I
26:34didn't know when I would be successful
26:36or if I would be successful. The only
26:38thing that I knew for sure was that I
26:40wasn't going to stop
26:43and that was it. I know I can just not
26:45stop and that's something that I can
26:46commit to and that's controllable. I
26:48think a lot of the big gift of hardship
26:50is that it doesn't define you, it
26:52reveals you. The benefit is that you get
26:55to see who you really are and you make
26:57that decision yourself every day. I have
26:58this perspective on loyalty which is
27:00that like you cannot say that you are
27:01loyal until your loyalty is tested. You
27:04cannot say you're patient until your
27:05patience is tested. Otherwise, it's an
27:07opinion, not an experience. You can't
27:09say that you handle hardship and that
27:12you're emotionally resilient until
27:14you've had something to be emotionally
27:15resilient about. The gift of the hard
27:17time is to give you proof of who you are
27:20so that the rest of your life you get to
27:22know that you did that and you get to
27:23tell that story and relive that story to
27:26yourself for the rest of your life. And
27:28to me that gives the hardship memory
27:30dividends that pay forever until the day
27:33you die. I'll tell you a story. So I
27:34went to a school in the SEC and you know
27:37some of the SEC schools are renowned for
27:39hazing and and and aggressive stuff and
27:41so I I was you know going to join a
27:43fraternity and you know obviously they
27:45uh they you know build up how hard you
27:47know pledging is going to be and all
27:48this stuff right and I called my dad to
27:51to talk about it and he just said
27:53remember there is nothing that they can
27:55do to you that is harder than what
27:56you've already been through and it was a
27:59great reframe because I remember the
28:02times you know like when you know things
28:03would be quote hard during that that
28:05season of pledging and I would just
28:07think about the things that I had
28:08already survived the things that I had
28:10already been through at that point and
28:12it made what they believed to be
28:14suffering appear childish. I was like,
28:16"This is cute." But for the people who
28:18were present in the moment rather than
28:20being able to relive through their
28:21memory dividends, using it as a shield
28:24for my emotional affect during the
28:26moment was like, "All right, I have
28:28these eight weeks where I have to stand
28:29here before you apparently give me a
28:31stamp of approval. Fine, then I will do
28:34that." I live my life in ways that you
28:35would not prefer. [laughter]
28:37And that carried me a pretty long way.
28:39>> I think you would you answered this
28:41question which was how do you filter all
28:43the information? What's changing?
28:45You answered it from the point where you
28:47have already figured that out because
28:48now you're like what should I make a
28:49video on? You've already decided I
28:52should make a video. I don't think
28:54anyone's getting to that.
28:56>> I think honestly most people are so
28:58overwhelmed like should I learn clawed
29:01code this new thing that's been buzzing
29:02recently or should I learn
29:05>> NFTTS or crypto or whatever. Um, how do
29:09you trust that what you've decided on is
29:14the right thing to do and that you don't
29:15need to go back and
29:17>> check. You know,
29:18>> I think what you just said was like the
29:19the operator word that Sam said was
29:21trust. And so I think
29:24the the scattered brainness comes from a
29:27place of fear is I'm afraid I'm going to
29:30be left behind. I'm afraid my stuff's
29:32not going to be relevant. I'm afraid if
29:34I don't learn how to code I, etc., etc.,
29:36etc., right?
29:38I have a belief. I trust that when
29:42something is significant enough that it
29:43actually affects my business, I will
29:46change. Until then, I will continue to
29:49do what I know works, which is that I
29:51will gather attention. I will point it
29:53in a direction. I'll make a compelling
29:54offer, and then I'll deliver on that
29:56promise. And so, fundamentally, like,
29:58especially most of y'all here are below
30:00a million bucksish, somewhere in that
30:02neighborhood.
30:06What makes you money is letting people
30:09know about the stuff
30:12and then delivering the stuff and making
30:15the stuff you have to deliver. Those are
30:17the only components of the business
30:18because for those of you who have a
30:20conversion mechanism that's automated
30:21like the about page, there's no like
30:23real sales motion. You just point it
30:25there. If you do have a sales motion,
30:26you have a sales call or you do a
30:27webinar or whatever, you'll have that
30:28extra step that's in there. But that is
30:30usually a very curated. You don't need
30:33to remake your sales script. You don't
30:35need to remake your webinar once you
30:36know this is the thing that converts.
30:37That's just kind of like a performance
30:39that either gets, you know, automated or
30:40you just do it on a weekly basis or
30:42whatever. But what are the inputs and
30:43the outputs of the system? The inputs in
30:45the system are more people knowing about
30:47the stuff, which means paid ads and
30:49content by and large for most of you
30:51guys. That's the input. We have this
30:54automated conversion for many of you.
30:56And then delivery also for many of you
30:58is relatively leveraged in that like
31:00there's recordings and maybe you do one
31:02call a week. If you have 10 times the
31:03people on that call it still probably
31:04works pretty okay. And so pretty much
31:07everyone here should be spending the
31:09lion share of your time promoting. And I
31:12don't say like in a shilly way. I'm
31:14saying like let people know about your
31:16stuff and do it in a and go two levels
31:18deeper. Spend more time on the problem
31:22in and then let that come out in the
31:23content or the ads. And that's what's
31:25going to to create the differentiation.
31:28So yes, like right now my my my simple
31:31advice is if you have I don't know what
31:33let's assume you work a 12-h hour day,
31:35you can shrink it down to whatever hours
31:36you work. I know we had the French guy
31:37who was like I don't like working more
31:39than four hours per week. Uh it's too
31:41much. [laughter]
31:43So yeah, right. Shrink that down
31:45according to you. But I just like first
31:47four hours of the day I'm promoting. Uh
31:49next four hours of the day I'm I'm
31:51building the stuff. And then last last
31:54one I'm delivering the stuff that I
31:56built. That's that's the just third
31:59third and just set a timer and stick to
32:01that block. Like don't like have like
32:04some fire camp like you have if you know
32:06what you do every day because it
32:07shouldn't be a surprise to you. There's
32:09slacks, there's decisions, there's
32:10whatevers, but many of you guys don't
32:12have like massive teams you have to deal
32:13with either. And so like if it's not
32:16that, it is a distraction. And so if you
32:19think about f like what is focus? Focus
32:22is doing
32:24is doing one thing which means that
32:27anything that's not that thing is less
32:28focused. Like the most focused video
32:30game player would not sleep, would not
32:31eat, would only play video games. As
32:32soon as they introduce any activity
32:34that's not playing video games, they
32:35become a less focused video game player.
32:36Now, you can't be 100% focused because
32:38you'll die because you need to drink
32:39water, you need to eat food. So, it's
32:41like, okay, well, what degrees of not
32:42focus can I introduce into the system?
32:44But fundamentally, that is it. Like, the
32:46ultimate productivity hack is no.
32:51Is this you seem to understand this
32:53problem, right? Are we getting at it
32:56like the Are we
32:57>> Oh, good.
32:59>> Why do you think these people just
33:00endlessly scrolling and not doing
33:02anything? Like what is going on in their
33:04mind?
33:05>> You're talking about consumers
33:07>> just you seem to know what we're talking
33:09about. Like people do this. They they're
33:11trying to figure out what's going on.
33:12What should I do? And they never quite
33:13figure it out because every day it
33:14changes. Right.
33:15>> Right.
33:16>> And so they never are like I'm this is
33:18it. I'm gonna do this and I'm gonna
33:19ignore everything and I'm just going to
33:20do it. They don't do that. Like why not?
33:24>> I think just speaking from personal
33:26experience, we try to learn as much as
33:28we can
33:29>> and consume as much as we can and then
33:31we listen to somebody who's a YouTube
33:32expert that says do this. Then we listen
33:33to a copywriter that says do this.
33:35>> And at the end of the day, I know deep
33:37down that everything does work if you
33:38just do it for long enough and get good
33:39at it.
33:40>> But we we get into this circle of
33:43>> Did you did you used to do this sort of
33:45thing?
33:46I used to do more of it. Not not to this
33:49extent.
33:49>> I had a gym. I was like,
33:51>> but you read books and like I read
33:54>> I read books around specific problems
33:56though to be real.
33:57>> But I remember you saying something too
33:58where it's like you were reading all
33:59these self-help books. Oh, that was
34:01before I started business.
34:02>> But even just in general, the concept of
34:03reading all these self-help books and at
34:05some point they all end up contradicting
34:07each other. Totally. And you're like,
34:08"Oh, I'm in the same exact spot. I just
34:10need to [ __ ] pick one and do it." But
34:12I think picking that one gets tough for
34:14>> all a lot of us. I'll I'll give you a a
34:15a wonderful piece of advice that even
34:17very high level entrepreneurs will
34:18forget. So, it's something we need to be
34:19reminded of more than taught. But it's
34:21like you will do something and as soon
34:23as it begins to work, do not stop doing
34:25that thing until it stops working. Do
34:27not stop doing that thing because you
34:29fear it will stop working, do not stop
34:31doing that. Like if it keeps working,
34:33you keep doing it.
34:34>> Repeat successful actions. That was a
34:36success. We should repeat that. We
34:38should do that again. But we did it
34:39yesterday. Do it again. Aren't they
34:40tired of it? Did it work? Yes. Do it
34:42again. I I'll tell you the most extreme
34:44version of this and like why I'm like so
34:46I did the book launch right the second
34:48day there was all this juju about like
34:51uh you have to have a rep pitch is a
34:55different presentation all this type of
34:57stuff. I I was so adamant about this
35:00that I was like no I think I can give
35:02the exact same presentation again
35:05same exact presentation and more people
35:07will buy because I believe that it is
35:09about asking again more like it worked
35:12so I will do it again and so I did the
35:14exact same presentation day two and we
35:16had did like $25 million in sales day
35:18two same presentation now you're like
35:20but would it be different people tons of
35:22the same people
35:24>> they just watched it again we watch
35:26reruns
35:28of shows that we already know happened
35:31and we think oh we I have to somehow
35:33come up with a new business model every
35:34week. If you have something and it works
35:37and you make money from it, then you
35:39have an input output equation. And so
35:41then it's like great h the real question
35:43becomes how can I actually do a hundred
35:46times the inputs? Now part of that comes
35:48from work ethic. The other part comes
35:50just leverage. What kind of systems can
35:51I put in there so that this one piece of
35:52content gets put in 10 places? That kind
35:54of stuff. But like school has one of the
35:57simplest business models in the world.
35:59Promote [ __ ] Point to page. Cha-ching.
36:02Deliver [ __ ]
36:04>> [laughter]
36:04>> And I repeat the [ __ ] out of that on
36:06every single I'm like look they have a
36:09Instagram link in bio about page money
36:15[laughter]
36:16>> again and again and again and again and
36:18again and everyone's still like what do
36:19I do
36:21>> but it's the so like so when we look at
36:22that which of those has volume the
36:26conversion is there's no real volume
36:27there maybe there's a split test if that
36:29the delivery most of you guys has a
36:30fixed delivery in that it's like I do a
36:32call a week I do some sort of Q&A or
36:34breakdown or review for a pickup guy or
36:36I do a a page breakdown for Evelyn or an
36:38ads breakdown, whatever. Right? That's
36:40it's a fixed backend. It's an automated
36:43conversion. The only thing the only part
36:46of the system that actually you have to
36:48do is the input is the ads. And when I
36:51say ads, I mean in the formal sense,
36:52advertising. Let people know about
36:53stuff. That means content and paid. And
36:55now that content and paid are merged,
36:57it's just content and finding the good
37:00content and then putting more money
37:01behind it so more people see it.
37:03That's it.
37:05>> Traffic, conversion rate, churn, like
37:07one of those things might be the
37:10problem.
37:13>> Maybe all.
37:14>> Maybe all.
37:15>> But I swear most people don't even start
37:18it. So yeah, but we've talked a bit
37:20about this too. It's like maybe this
37:22term for it is too nerdy, but like first
37:24party data.
37:25>> Mhm.
37:25>> Cuz I was telling Horoszi once in one of
37:27our calls that I was like, "Shit, I
37:29don't even know when the last time I
37:30read a book was."
37:31>> Yeah. It was like two years ago, which
37:34seems crazy, right? If but
37:38um when I when I was younger and I
37:40didn't know what was going on, I would
37:42read a lot and I would take a lot of
37:43calls. I would consume a lot and that's
37:47because I didn't have anything to do to
37:52test if it worked or not. I was trying
37:54to figure out what I should do, right?
37:55So, I was like all over the place. And
37:58then when I finally figured out, okay,
38:00I'm gonna do this, then I did it. And
38:02then if it worked, I would be like,
38:04okay, now I'll just make it keep working
38:06or and if there's a problem, I will seek
38:08information to solve the problem. And
38:11then I was consuming less. But then the
38:13more I got, the further on I got, the
38:15less the more first party data you have
38:18from doing it. And that's obviously so
38:21much more accurate and relevant to you
38:23than third party data, which is other
38:26people cheering what they think worked
38:29for them. Do you do you see what I'm
38:31saying? Yeah. And I think that
38:35once you get that first party data, you
38:37can totally tune out a lot of things.
38:40Like you can tune out everything that's
38:42going on because none of that if that
38:44matters, it will touch the first party
38:47data, right? Like you'll see a movement
38:50and you're like, "Oh, maybe that is
38:51important." But if it doesn't, who
38:53cares?
38:55And is this making any sense?
38:57>> I endorse this message.
38:59>> I love figuring out the my favorite
39:01thing to do is like I can completely
39:04ignore that. I don't give a [ __ ] Like
39:06that is what I'm trying to do to
39:07everything basically because I'm trying
39:10to figure out what can I ignore. Um
39:14and I try to ignore a lot really and I
39:19>> should I repeat
39:20>> it's signal versus noise regarding the
39:23the earlier question finding out what is
39:25signal what is noise and once you get
39:28more first party data the signal becomes
39:30stronger the noise becomes smaller right
39:33>> yeah you'll do stuff and then either
39:35your
39:36>> conversion rate will be a problem and
39:37then you consume a YouTube video about
39:39conversion rates and you're like okay
39:40that gives me like six things to try And
39:42until you try those six things, there's
39:43really no point in consuming more stuff
39:45because you just need to try the six
39:47things. And I will say um Leila says
39:49this a lot. Uh which is just like a
39:51great reminder for me. She's like don't
39:54change things when a solution is on the
39:55way.
39:57So like we will we'll be mid split test
40:00on a price thing and be like man our
40:02turn is a problem. It's like we're we're
40:05running the test right now. So why
40:07should ch it's like dude we're we're
40:08mid-flight like unless we land the until
40:10we land the plane if we change
40:12mid-flight everyone dies and it was
40:14complete waste and so some things just
40:16take time is that you just have to let a
40:18certain number of repetitions certain
40:19number of posts certain number whatever
40:21occur so you can actually get feedback
40:22on that data which I think is the sec
40:24once you get into the first party world
40:26that becomes the next issue is like you
40:27want to try too many things even with
40:29the data that you have and then that's
40:31where strategy becomes important because
40:32strategy is prioritization of resources
40:34right and so you have 20 I mean how big
40:37I mean the school list of like things
40:39that we can do with the platform is
40:40longer is very long
40:42>> there's 2,000 new ones each day um from
40:45you guys thank you [laughter]
40:48>> and so you have to pick and so that to
40:50be fair like that at the absolute core
40:52in my opinion is the core of
40:53entrepreneurship is being able to choose
40:56I have these very limited resources and
40:57time money energy and there's a hundred
40:59things I can do but which of these
41:01hundred things that if I were to
41:02implement has the highest likelihood of
41:04yielding the biggest outcome For
41:05[snorts] most people, you don't have
41:07enough data for it to even make sense.
41:09>> Like ask again.
41:11>> That's why it's not a feature in school.
41:13By the way,
41:14>> uh you know, you are not going to
41:15implement AB testing for about page.
41:18>> It's just not worth it because we see
41:20how much traffic most people get and we
41:22see how schizophrenic their behavior is.
41:25And [laughter]
41:27we see people think that their about
41:29page change bombed after five clicks,
41:32right? like and they change it four
41:34times in a day with like 20 clicks and
41:37I'm like and they want to AB test it.
41:39I'm like no, [laughter]
41:42you need to leave it alone for at least
41:44a week with your amount of traffic,
41:46right? And I've got this method I use
41:49and I still use it internally at school.
41:50We don't even run a lot of AB tests and
41:52we've got a shitload of traffic, right?
41:54I call it cowboy testing
41:57and I just change it and watch the
42:00number to see if it goes up or down.
42:02>> [clears throat]
42:02>> And a lot of the time, a lot of the time
42:05I can get away with that [ __ ]
42:07[laughter]
42:08And when it's more sensitive, like very
42:10sensitive, I'll run an AB test and
42:12properly set it up. And I'm still
42:15continuously amazed at how hard it is to
42:16make something that can beat the control
42:19that um I think most people don't really
42:23understand
42:25the the actual underlying mechanics of
42:27an AB test. And if you don't understand
42:30that, you're just going to create more
42:31noise.
42:32>> We ran 16 AB tests on the school games.
42:3514 of them lost.
42:38>> I'll put it this way. This is another
42:39way to look at it, right? So, we've got
42:40the signup page for school. We send an
42:42enormous amount of traffic to that page.
42:44So, it's obviously very important.
42:46We've tried so hard to like make it
42:49better. Most of the time we make it
42:50worse in an AB test, right? However, if
42:53we try a different random creative on
42:56meta, it can work five times better. So,
42:59like the leverage in the creative is so
43:02much more powerful than the leverage on
43:05the the page. It's insane.
43:08>> I think okay, this is a I want to
43:10continue down this. The earlier on in
43:13the funnel that you are, the bigger the
43:15leverages in terms of the throughput.
43:17So, if you change your your CTRs on your
43:20ads from 1% to 2%, you double the whole
43:22business
43:24for you to do for you, you're probably
43:26not going to double the conversion of
43:27your page. It's just it's just very
43:29unlikely. You might get a 10 or 20% lift
43:31maybe if it's a really good, you know,
43:32improvement, but you could. But the
43:34crazy part is like you absolutely can
43:36get a double or a triple in convers in
43:39in CTR on the ad side and that can get
43:41paired with if it's a really good
43:42creative you might get double or triple
43:44the conversion rate and your CPMs might
43:45be one6th of what they are and so all of
43:48a sudden you have an 18x improvement and
43:50there's just nothing downfunnel that
43:52gets you that kind of gain besides maybe
43:53a 10x or 20x in price or something like
43:55that but like for the actual mechanics
43:57it's very rare and so like these are the
43:59biggest levers in the business are going
44:01to be price all the way at the end
44:02because you can you can make that kind
44:04change and then the the pure volume of
44:07creative on the front.
44:09>> Most people don't have about page
44:11conversion problems. It's what we see is
44:14they mostly need more traffic or they
44:15need a fixed churn.
44:16>> Yeah.
44:16>> Um but you know if your about page
44:19doesn't convert you do have an about
44:20page problem and that is possible. Um
44:24>> so for example uh we had monthly
44:27subscription which is $9 and then we
44:30added premium and it was only yearly
44:32price uh for 77 and our conversion to
44:35yearly uh rate was like 20%. And then we
44:38add VIP which was 20 249 per year and we
44:43we thought that we're going to increase
44:46the uh uh the RPU but our premium
44:50conversion rate dropped to 5% because we
44:53added third tire. So my point was like I
44:56want to test like different types of uh
44:59about page. Uh so one of them like just
45:01uh uh normal and uh premium and the
45:04second one is just for VIP for example.
45:07Can't you can you cowboy test it?
45:09>> I think you just did.
45:11>> Yes. So, you know what works better?
45:14>> Uh, no. I mean, if I got two tires, the
45:17uh conversion to premium is really high.
45:19But if I run three tires that so the
45:21conversion to premium is uh is not so
45:24good.
45:24>> So, which one works better?
45:26>> The first one, but I already got a lot
45:27of VIP people in the group, right?
45:30>> Maybe do the first one. Uh, so what
45:33should I do with the people who already
45:35bought the VIP for yearly?
45:36>> I don't know. Um, keep keep them or
45:40cancel them, whatever you want.
45:44>> Also, to his point, first party data,
45:47[clears throat] right? Like you can you
45:48can read like, hey, having a high anchor
45:50works in a lot of scenarios.
45:52>> Why Vegas,
45:53>> Texas?
45:54>> Good question. Yeah, that's a big one.
45:56Um, yeah. I mean, so I told Leila we
45:58were in Texas and we were in Austin and
46:01I was like not the biggest fan of
46:02Austin. Super political and like I just
46:04like I'm Green Party of Green Party is
46:06capitalism party. Like I'm that party.
46:08Um,
46:09>> you just don't really give a [ __ ] about
46:10anything else.
46:12>> I have like I have very middle of the
46:13path, you know, like beliefs. Uh, like
46:17very common social, you know, socially
46:19do whatever the [ __ ] you want, you know,
46:21capitalism wise like
46:23>> Yeah, by and large
46:24>> that's kind of how I am too. People call
46:25me a fence sitter. Do you ever been
46:26called a fence sitter?
46:27>> Never once to be honest like I never
46:30[laughter] have been. Um
46:31>> well people probably never ask you like
46:33supercharged questions.
46:34>> No, I just like I just don't I like you
46:36know obviously there's there was a
46:37decision for us of like media wise like
46:39do we want to get into politics? And I
46:40was like no man I want to talk business
46:42and only thing that I'll ever do is like
46:43if if something affects business I'll
46:46mention it. But it's more like here's
46:48how you can capitalize on this like oh
46:49like big beautiful bill there's like you
46:51know new elements for real estate that
46:53are depreciation for for real estate
46:55professionals which is actually really
46:56interesting. It's like okay so how can
46:57you use as a business owner to like
46:58offset your to your income like okay
47:00that's that's cool. Um but like the
47:02other side of politics like most of my
47:04politics is tax is tax related.
47:06>> Yeah. And and and when you're when
47:08you're capitalism focused and like
47:10personal business growth focused then
47:12there's really only one option out of
47:13the two. Especially if you have a
47:15successful business. Yeah. You know,
47:17>> it's hot here.
47:18>> It is hot here. [laughter] It's dry
47:20though, which is better than wet and
47:21hot, which is Texas heat is way tougher
47:23than this. Georgia heat, like all that
47:26stuff.
47:26>> Super tough. Like this is super like
47:27this is fine. And it's it's like 100
47:28days of the year and then the other
47:30>> whatever 200 and something are like
47:32great.
47:32>> I can't believe you didn't like Austin,
47:34man.
47:35>> Again, it was like so it was super
47:36political and it was like super blue and
47:38super red and there's always all this
47:39conflict and stuff. Also, the weather is
47:41tough. I think it's way worse than than
47:43Vegas. And so Leila and I the year that
47:45we sold we um we took one way tickets
47:47just from place to place to place for
47:48the whole year. Um which was awesome. It
47:50was like let's stay in Denver but like
47:52we just like stayed in Denver until we
47:54were like I'm good on Vendor. Let's go
47:55Salt Lake City. And then we like went
47:56there.
47:57>> Did you do Cleveland?
47:58>> No I didn't do Cleveland [laughter] the
48:00hard streets of Cleveland. Um no. Then
48:03we went to Vegas and we stayed here for
48:04like two or three weeks and I was like I
48:07don't feel I was like I like it here.
48:09And so we had all our stuff in Texas and
48:11I just was like let's just leave it.
48:12Whatever. let's just rent a condo here
48:15on the strip. And so that's what we did.
48:16And then um it's been four or five
48:19years,
48:19>> I guess. How do you not get sucked into
48:21the Vegas lifestyle cuz man, I like I
48:24like I have withdrawn 10K every day for
48:26the past well four days now. Yeah.
48:28>> And it's all gone.
48:30>> I think I think entrepreneurs are super
48:32gambly, right? I think we gamble a lot.
48:35I just gamble in different ways. I just
48:36want to have like house. I want to have
48:38house odds,
48:40>> you know? So, it's like if we put the
48:41launch on, we spent probably, I don't
48:42know,
48:43>> 10 $15 million before even the launch
48:45even started. Probably more. I don't
48:46know
48:47>> how
48:47>> um ads, the books themselves, like
48:50there's I'm 21. I'm broke. Supporting my
48:53mom with cold calls I hate. I want to
48:55learn uh AI and creative. How would you
48:58escape? All right, man. I'm going to
49:00answer this for you right now.
49:02Number one,
49:04stop saying you [ __ ] hate them. All
49:06right. Like, do you think the rice
49:08farmers in China 2,000 years ago, shout
49:10out to China, uh, 2,000 years ago who
49:12were providing for their families were
49:14like thrilled about having, you know,
49:15bending over all day long. Calm down.
49:18Uh, and and and taking up rice, you
49:21know, one rice patty. I don't really
49:22know how rice is farmed, but something
49:24like that. Yeah. Little little fingers
49:25at a time. They have small hands.
49:26Anyway, a tremendous amount to be gained
49:28from realizing that you're doing
49:30something for people you care about,
49:32right?
49:33um like you're doing this to provide for
49:35your family. Like I don't know if
49:36there's really a higher honor than that.
49:38And so when you're going into it, I'll
49:41tell you a little parable about this. So
49:42you might have heard this is the parable
49:43of the stone cutter. So guy walks up
49:47and there's three three guys kind of
49:48hammering at stone. So he goes up to the
49:50first stone cutter and he says, "Hey,
49:52you know, what are you doing?" And he's
49:54like, "Uh, it's backbreaking work. I'm
49:56just hammering stone all day. It
49:58completely sucks." He's like, "Okay."
50:01The second guy he goes up to and he's
50:04like, "Oh, what are you doing, sir?" And
50:05he says, 'Well, I'm providing for my
50:07family. He's like, "Okay, that's cool."
50:09And that guy seemed a little bit more
50:11upbeat than the first guy. He goes to
50:13the third guy and he says, "Hey, what
50:14are you doing?" And he says, "I'm
50:16building a cathedral that's going to
50:18last generations." And the the moral of
50:21the story is that the work was the same.
50:23The only difference was their outlook on
50:24the work. And I think that if you change
50:26your outlook on the work, the work
50:27itself becomes significantly more
50:29bearable because even if you play out
50:30whatever version of the business that
50:32you want to start is the vast majority
50:34of your day is not going to be doing
50:35[ __ ] you love. It's just not right. Um
50:39there's just a lot of stuff that's like
50:40and I only say this as somebody who
50:42literally did this. I was in the make
50:44money career as a management consultant
50:46which you then go to business school and
50:47become a banker finance and you make
50:49money whatever. And so I said you know
50:51what I'm going to do something I love.
50:52I'm going to do fitness. Everybody tells
50:53me I've been into fitness my whole life.
50:55I was competing at the time. I was like,
50:56"This is what I'm into." So then I go
50:58and I say, "I'm going to start a gym." I
50:59said, "That that's what would make this
51:01real." And I start a gym. And as soon as
51:02I start a gym, which is literally
51:03fogging my passion, following my dream.
51:05I then realize that I have to sell
51:07memberships. I have to mop the floors. I
51:09have to clean equipment. I have to, you
51:10know, I have to I have to market. I have
51:11to, you know, billing, pick playlists,
51:14all this nonsense that I that I had no
51:16interest in. And so what happened is
51:18that as I followed my passion, 80 90 95%
51:22of what I was doing every day was not
51:23the thing that I thought it was. And so
51:25for almost everybody, if you think
51:26you're going to follow your passion,
51:27it's going to be literally doing the one
51:29thing that you love every day. You're
51:30beside yourself for two reasons. One,
51:31it's not going to be. And two, if you
51:33literally did the same thing that you
51:34like every day, you're going to stop
51:36liking it because you adapt to it. The
51:37reason you like it now is because it's
51:39rare. It's a special thing that you get
51:40on your terms, on your time, and you do
51:42it for no money. And the thing is is
51:44when you start, people are like, I would
51:46do this for free. It's like, yeah, but
51:47you wouldn't do it all day every day for
51:48free. At some point, you'd stop
51:51because the reinforce because that's how
51:52humans work. If there were one secret,
51:54we would all do it. The point is that
51:56things have to change and we expect that
51:58things are going to stay the same and
51:59then we're somehow upset that life
52:01doesn't treat us the way we expect it
52:03to. And so, to the young man who's
52:05broken 21, one, I think you should
52:06double down and get really good because
52:07you can absolutely get out of this
52:09poverty through the sales cycle. Number
52:11one. Number two, if you want to say, you
52:14know what, I'm I'm going to do the sale
52:16thing and I'm going to go all in in
52:17terms of my dedication to it. I'm going
52:18to spend uh, you know, 8 hours, 10 hours
52:21a day. When you're on for sales, I want
52:23nothing else on your calendar. I want
52:24you to fall in love with the process. I
52:26want to fall in love with the craft. I
52:27want you to sharpen your sword. That's
52:29what you're doing. You're sharpening the
52:30skill set. And whether AI takes it over
52:32or not in the future is irrelevant
52:33because you learning how to sell will be
52:34core to everything you do in life. Now,
52:37with the other hours of the day, I'm
52:38saying say 5:00 a.m. to 9:00 a.m., 5:00
52:40p. p.m. to 9:00 p.m. All right, you got
52:42eight hours that you can play with plus
52:43weekends if you want. In that time, go
52:46learn the AI stuff that you want to
52:47learn that you said you were interested
52:49in, and stop sitting on the sidelines
52:50and use the sales skills that you're
52:52practicing, cold calling, and go get
52:54yourself some [ __ ] business.
52:57And then realize that it'll still be
52:59miserable because work is hard. And all
53:01you have to do is reframe it just like
53:02the third stone cutter and be like,
53:04maybe it isn't miserable. Maybe I'm
53:05doing something that I find meaningful
53:07because I choose.
53:07>> And this is that lean-in mentality
53:09again. It's like, look, it sucks. It's
53:12shitty. You're tired. Everybody says
53:14that you're leaving your friends behind,
53:16leaving your family behind, betraying
53:18your culture, betraying whatever
53:19expectation it is that they have on you.
53:22You need to do something that most
53:23people aren't willing to do because, as
53:25we've said, the average American is
53:26obese, in debt, and divorced. Like, is
53:28that really Oh, brilliant. Fantastic.
53:30I'm in the [ __ ] center of the bell
53:32curve distribution here. That's really
53:34congratulations. And then the other
53:36side, stop complaining about the results
53:37you didn't get from the work you didn't
53:38put in. Okay, so you didn't lose weight
53:41this month. Did you follow your diet?
53:43Well, I did for half the month. Okay, so
53:46is it any surprise that you didn't lose
53:48any weight? How's your content creation
53:50game going? Well, I I you know, I spent
53:53a lot of time planning for the podcast
53:55that I'm going to release or for the
53:57Instagram that I'm going to start or
53:58from the Substack that I'm going to
53:59begin writing on. Okay. And what did you
54:02actually do? It comes back to like the
54:04work doesn't care.
54:06>> Yeah.
54:08Charlie Mer in one of his seinal
54:10speeches, he talks about how to
54:11guarantee failure. How to make sure that
54:14you are a failure. And he inverts the
54:16the concept of success. It's like, what
54:18could you do to make sure that you were
54:19a failure? It's like, well, you would
54:21definitely get involved in drugs,
54:23drinking. He says, was it leverage
54:25liquor and women? That's, you know, the
54:26Charlie's Charlie's big one, right?
54:27[laughter]
54:28But one of the ones that he has, I think
54:30he has seven in his in his in his
54:31speech, is
54:34consistency. He's like, you have to make
54:36sure that you're inconsistent. He's
54:38like, because if you are consistent and
54:40you have none of the other attributes,
54:42he's like, it's you still might be
54:44successful. He's like, it's it's very
54:46tough for people who are consistent to
54:48not be successful. And he makes an an
54:51especially pointed point about
54:52consistency because in my opinion it's
54:54one of the most difficult of the virtues
54:56for humans to do because we're so
54:57attracted to novelty. And so like I mean
55:01I used to deal with this with you know
55:02people on their diets all the time. I
55:03remember I ran gyms. And so someone
55:05would come in and I would always ask the
55:07question so have you been following the
55:08meal plan? And then they would say yes.
55:10And so then I started changing the way I
55:11asked the question. So I'd say out of
55:13the 21 meals that you were supposed to
55:14eat how many of the 21 did you have
55:17exactly the way was on the meal plan?
55:18And then they would be like, "Oh, I
55:20mean, at least half." And they would say
55:22it as though that was a mark of success.
55:24And right now, the meal plan could be
55:26your content plan. It could be your It
55:29could be your showing up to work on time
55:30plan. It could be the time that you want
55:31to put towards your side hustle. It
55:32doesn't really matter. But if there's
55:35one muscle that you can flex, it's
55:37learning to do the same thing over and
55:39over again. Like one of the one of the
55:41values that we had at gym launch is do
55:42the boring work. Because boring is what
55:44makes you rich, right? It's it's it's
55:46it's writing the follow-up sequence to
55:49your to the purchase page that you don't
55:51feel like doing, but you know you should
55:53do. It's running the split test for the
55:5610th time. It's it's actually going
55:58through and prepping for 20 minutes
56:00before you have the meeting because
56:03>> Yep. Yes, sir. I sell remodeling
56:05services uh to commercial property
56:07owners and tenants. We do about $2
56:09million a year. Uh we'll do $2 million
56:11this year and I'd like to do $100
56:12million by 2025. Uh,
56:15>> by 2025,
56:16>> $100 million
56:17>> from two from two.
56:19>> Okay. I mean, hey, no, it's all good.
56:21It's all good.
56:21>> By the end of 2025, at the by the end of
56:242025. Um, I'm stopped by the lack of
56:26capital. Uh, so I currently take
56:28residential remodels to fund commercial
56:30contracts due to net 90 waiting terms.
56:32They've been slowed drastically due to
56:33extremely high interest rates on Lone
56:35Shark, short-term lending, and high
56:37overhead costs.
56:38>> Okay.
56:39And so the thing that's stopping you is
56:41cash flow.
56:41>> Yes.
56:42>> Okay. [sighs and gasps]
56:44Okay. Um, man, the thing that threw me
56:47was the 100 million thing. Um, just and
56:50I and I want to be I want to be clear
56:51like I'm all for for thinking big. The
56:54it's it's it's really I don't know of a
56:57single business in your space that's
56:59gone from two to 100 in 13 months. The
57:03reason I bring this up is because
57:04sometimes you can shoot yourself in the
57:05foot for a decade because you're trying
57:06to go from two to 100 in 12 months. And
57:09every strategy that you try and go from
57:10two to 100 fails because you want to do
57:12it in 12 months, but if you did it in 10
57:14years, you'd for sure hit it.
57:16>> Does that make sense?
57:16>> Got it.
57:17>> So just as a just as a as a as a frame
57:19shift. Um in terms of the cash flow, so
57:21you have these you have these commercial
57:23remodels. So that's like a building like
57:25this, correct? Or
57:26>> correct.
57:26>> Okay. So you do you you remodel these
57:28these types of buildings. Uh but then
57:30you do residential because cash flow is
57:31faster.
57:32>> Yeah. Correct.
57:33>> For those pieces. Okay. So, um, and I'm
57:37guessing you said that you've maxed out
57:38your lending.
57:39>> Lending isn't exactly available to me,
57:41and the lending that is is extremely
57:43high interest rates.
57:44>> So, it sounds so the the biggest thing
57:46with this type of business is like you
57:48can solve it with payment terms.
57:51And so, this is where like the sale has
57:54two components to it. And everybody
57:56who's had a sales team before knows what
57:57I'm talking about, which is like it's
57:58one thing to close the sale, it's
58:00another thing to actually [ __ ]
58:02collect the money, right? like they said
58:04yes. It's like oh you have the car and
58:06they ran it like oh no he'll be back
58:08with the car but he said yes and you're
58:09like all right like let me explain how
58:11sales work. Uh and so I think that uh I
58:14actually had to fix this with a a
58:16reference to a guard services business
58:18and so it was like industry average in
58:19that business for example to um to pay
58:22like net 30. So the guard does this work
58:24and then they remit payment, right? And
58:26so basically what I'd recommended for
58:28them was to say, "Hey, we just bill
58:29quarterly upfront." So we bill and then
58:32you get three months of service and then
58:34we bill. So they're always 3 months
58:35ahead of cash flow requirements. Now, I
58:38can understand that there's industry
58:39industry standards and norms, but part
58:41of that is why you want to be better. So
58:44that like if I'm looking at two
58:45contractors and one has, you know,
58:48slightly different payment terms, but I
58:49really want to be with that guy more,
58:51then I'm going to go with that guy. And
58:53if you think that you're a commoditized
58:54service, then I think you're missing the
58:55boat, right? Like you want to show how
58:57you're not the same as everyone else.
58:59And so I actually think this is a sales
59:01issue when it comes to payment terms
59:03more than everything else. And so you
59:05can obviously solve this thing with like
59:06AR lending and things like that, but
59:08it's probably a payment terms and sales
59:10thing, which is like what would it take
59:12and sometimes I ask that question in the
59:14sale. What would it take for for you to
59:16put that, you know, half down?
59:18>> So I've I've only been in business for
59:20about a year and a half. Okay. Um, so
59:22most of these super large clients are
59:25I'm foot in the door. So whenever I walk
59:27into a place like Amazon and they say
59:28that they're going to give me a job to,
59:30you know, remodel a warehouse, um,
59:33>> I I don't know I don't know how to tell
59:34them that they need to pay me not on
59:36their terms, but on
59:37>> Yeah. Well, I mean, if you go if you go
59:40hunt whales, then you will be on like
59:42you'll be you'll be catering to to their
59:44terms, right? Um, but again, I actually
59:48think what I said at the very beginning
59:49was the main thing. you are cash flow
59:51constrained because of the arbitrary
59:53expectation of growth that you're
59:54putting on yourself. That's so like
59:56basically do you actually have a problem
59:58or do you have a problem based on the
1:00:00timeline that you've created for
1:00:01yourself?
1:00:03Does that make sense?
1:00:04>> Mhm.
1:00:04>> So basically the business has grown.
1:00:06You've been doing this for like whatever
1:00:07a little bit more than a year, right? So
1:00:10going from zero to that in in 12 or 14
1:00:13whatever it was months is a is a big W,
1:00:16man. Um, and I think that like you just
1:00:18keep doing that, you'll be just fine.
1:00:20It's just that like you need to let some
1:00:22of that gross profit that you've booked
1:00:23out that's in AR fall through. And I
1:00:27think like if the business model
1:00:28fundamentally works in terms of
1:00:29profitability, so I'm not I have time to
1:00:31dive into that, but in terms of looking
1:00:32at the gross margins, which hopefully
1:00:34you have done, if the margins work, then
1:00:36it's just like cash flow comes to
1:00:37timing. And as long as you're not like
1:00:39worried about losing losing your ass,
1:00:42cash flow constrained businesses,
1:00:44the only limit to those businesses is
1:00:46the rate of growth provided the gross
1:00:50margins have been set up properly. And
1:00:53so that's why I said originally I do
1:00:54actually think the biggest problem is
1:00:56the expectation thing because if I said
1:00:58you can get to 100 million in 10 years,
1:00:59would you want to do it?
1:01:00>> Sure.
1:01:00>> Yeah. Then I think you'll be fine, dude.
1:01:02Like you went from zero to 2 million.
1:01:03You got to let some of that money flow
1:01:05through and then you be like all right
1:01:06well if I grow at I mean just look this
1:01:08is the nice thing is that this is an
1:01:09Excel sheet problem and so it's not a
1:01:11real problem like you can solve for what
1:01:12like I told that story yesterday about
1:01:14cash flow projections you can just solve
1:01:15for how much cash flow do I have how
1:01:17much does it take me to get a new
1:01:18customer what's the average value per
1:01:20customer okay how much can I expect out
1:01:22to grow if I grow at 30% I'm going to go
1:01:24negative on cash flow if I go at 10 I'm
1:01:26upset at myself because my father never
1:01:28will say I did a good job and so at 20%
1:01:31though I make money and my father
1:01:33doesn't talk to And so that's probably a
1:01:34nice sweet spot. Does that make sense?
1:01:37Thank you very much. Yeah. Shoot. Yes,
1:01:39sir.
1:01:40>> I end these podcasts with a challenge.
1:01:42Ask the guest for a challenge of the
1:01:43audience to do something and take the
1:01:46action from the hour and a half we've
1:01:48spoke. Does a challenge come to mind?
1:01:53>> Define the input output equation that
1:01:56gets you closer to where you want to go
1:01:59and then 10x the input.
1:02:02So, whatever your thing is, like if
1:02:04you're like, I want to be an editor, I
1:02:05want to be an agency owner, I want to be
1:02:07a whatever, whatever the thing is, the
1:02:10first thing you have to do is figure out
1:02:11the input output equation, which is what
1:02:13do I have to do that will get me closer
1:02:15to where I want to go? Step one, if you
1:02:17can't define your input output equation,
1:02:19then you need to define your input
1:02:20output equation because otherwise you're
1:02:21working for no goal. Once you define
1:02:24that, then do 10 times more. This is the
1:02:27flyer story. Like you probably you might
1:02:30be doing the right stuff. You might be
1:02:32working out, but you're working out five
1:02:33minutes a week and being like, I don't
1:02:34know why I'm not losing weight. It's
1:02:36like, you're not even close. You're
1:02:37like, no, I think I need to double it to
1:02:3810 minutes a week. It's like, no, you're
1:02:39not even close. The thing is is in
1:02:42fitness, we have some context, right?
1:02:43But in business, you have no idea. And
1:02:46that's the big disconnect is that people
1:02:48might be doing the wrong the right
1:02:49stuff, but doing the wrong amount.
1:02:51They're doing way too little of it. And
1:02:52they think you they think in doubles,
1:02:54not in orders of magnitude, as in 10x,
1:02:57100x, but like the like you want to make
1:03:00a hundred times more money than you are,
1:03:02you need a hundred times more input.
1:03:05Like hold on, I'm I'm going to hit this
1:03:06home real quick because this is this is
1:03:07this is important.
1:03:10I have right now 10,000 times the input
1:03:15that I used to used to have when I was
1:03:17running my gyms.
1:03:20I just have leverage on my input.
1:03:24And so, for example,
1:03:26I could do 200 cold calls a day. I could
1:03:29double that to get to 400 400 cold calls
1:03:32a day. I could also do 200 cold calls a
1:03:35day to get someone to recruit for me.
1:03:38And then that person starts, sorry, I
1:03:42I'm going to rewind real quick. So, I
1:03:44could do 200 cold calls a day and get a
1:03:46certain amount of sales. The next level
1:03:48is I could go get somebody to do those
1:03:50200 phone calls for me and then I make
1:03:53the same amount of sales, but that don't
1:03:54do anything. More leverage. Another
1:03:57leverage above that is I go call do 200
1:04:00phone calls a day until I get a
1:04:01recruiter and then that recruiter brings
1:04:03me a new person every week. And then
1:04:04every week I get another added 200 phone
1:04:06calls per day that keeps stacking and
1:04:08the number of customers that comes from
1:04:09that. But what did I do there? I made
1:04:12calls for a week to get one recruiter.
1:04:13And then from that point going forward,
1:04:14every single month I get more and more
1:04:16sales.
1:04:19And so that's three levels of leverage.
1:04:21They're more than that. And so what you
1:04:24unlock in the game of entrepreneurship
1:04:27is leverage. And the way that you un
1:04:30unlock leverage is through relinquishing
1:04:32control.
1:04:34And so the tough part about the
1:04:36entrepreneurial journey is that the
1:04:38thing that got you to quit your job is
1:04:40the very thing that you have to stop
1:04:41doing. And so what happened is you felt
1:04:44out of control and so you quit your job
1:04:46so you could take complete control of
1:04:47your life. And when you're
1:04:48self-employed, you take complete
1:04:50control. You are you hunt, you kill, you
1:04:52produce, you do everything, right? And
1:04:54then the thing that you got the big
1:04:56massive reward for because you quit your
1:04:58job, you started making money, living
1:05:00life your own terms. You now have to
1:05:01unlearn that and you have to say now I'm
1:05:03going to give up control again. [snorts]
1:05:05And then the rest of the journey is
1:05:07unlearning the control that you so
1:05:08hardcore were rewarded for on that first
1:05:11action.
1:05:13Because in the beginning you have to
1:05:14give up doing production or doing
1:05:16delivery right on the back end and then
1:05:18you have to give up doing admin work and
1:05:20then you have to give up doing sales and
1:05:22then you have to give up doing marketing
1:05:24then you have to give up doing
1:05:25management then you have to give up
1:05:26doing leadership then you have to give
1:05:27up doing financing then you have to do
1:05:28like you have to give up all these
1:05:29things until eventually you're like but
1:05:31I'm not needed and then you have to give
1:05:33up the desire to be needed by your
1:05:36business
1:05:38>> because many people make their business
1:05:40to to fulfill personal desires ires, but
1:05:42the business doesn't need to do that. It
1:05:45doesn't exist for you. It exists for the
1:05:46customer. You're not required.
1:05:49You think you are because it makes you
1:05:50feel more important.
1:05:53And so that's the unlearning experience.
1:05:55And that's where leverage comes from.
1:05:56And so right now to answer the question,
1:05:58the challenge for the people is figure
1:06:00out what the input output equation is
1:06:02and do 10 times more. And if you can
1:06:04figure out how to do 10 times more,
1:06:06figure out how to do a hundred times
1:06:07more. And the secret is that if you're
1:06:09trying to do if you have less than
1:06:11$100,000 in savings and you would like
1:06:13to have $100,000 or more in savings,
1:06:16these are the things that I would
1:06:17recommend doing. And that means that you
1:06:18have to check out your ego. It's your
1:06:20ego is gone for this. All right? You
1:06:21don't care what other people think
1:06:22because they're not going to be there in
1:06:2310 years. All right? Cuz you have a
1:06:25whole new group of friends that are way
1:06:26[ __ ] better and cooler. So one, stop
1:06:28eating out. Discount groceries only.
1:06:30That's if you're super poor. If here's
1:06:32my caveat. If you know how to make
1:06:35money, you already have a base level of
1:06:36skills, then eating Chipotle and
1:06:39whatever, whatever you can, door dash it
1:06:41in so that you can keep working. The
1:06:43moment I realized I could make $500
1:06:44every 30 minutes by selling, I was like,
1:06:47"Oh, I'm never buying I'm never cooking
1:06:49food or grocery shopping ever again."
1:06:50Anything that was less than $500 an hour
1:06:53was was now immediately outsourced.
1:06:55Right? But this advice is for people who
1:06:58are super broke. Okay? So, if you don't
1:07:00have the skill set yet at all and you're
1:07:04struggling to just get things going,
1:07:06then you need to be completely on the
1:07:07defensive so that you can have enough
1:07:09money so that you can start taking bets.
1:07:11Because the only way that you're going
1:07:12to get ahead is that you have to make
1:07:14bets. You got to make bets on education.
1:07:16You got to make bets on opportunities.
1:07:17You got to make bets on inventory. You
1:07:18got to make make bets on software. You
1:07:20want to start a Shopify store. You want
1:07:21to start a school community. You want to
1:07:23start something. It's still going to
1:07:24cost some money, right? You might have
1:07:26to buy a camera. You have to buy some
1:07:27software that helps you edit videos.
1:07:29like there's some expenses. All right?
1:07:31And so having a big stockpile allows you
1:07:33to be patient. The the more money you
1:07:35have, the longer you out you can think
1:07:37because you don't have to worry about
1:07:38tomorrow. You know that next month and
1:07:40the month after and the month after
1:07:41taking care of because even if you made
1:07:42no money, you've got enough. That's how
1:07:44you can start thinking long term. People
1:07:45are like think long term, think
1:07:47longterm. But like unless if you have
1:07:48payroll and you've got or you've got
1:07:50rent or you've got you've got groceries
1:07:52to pay, you can't think long term
1:07:53because you're in survival mode. And so
1:07:55I'm trying to get survival to be as low
1:07:57as humanly possible for you so that you
1:07:59could get into thrive mode, but it's all
1:08:01relative. If you make 40 grand a month
1:08:03and spend 40 grand a month, you're going
1:08:04to be in the same survival mode. But if
1:08:06you make 40 grand a month and spend
1:08:07four, you're going to have you're going
1:08:08to have every month you make 10 months
1:08:10worth of income. And so in two months,
1:08:13you've got you've got 20 months saved
1:08:14up. You're good. And then you can get
1:08:16super aggressive with that other 36 and
1:08:18start really betting to to double down.
1:08:20All right. So, here's the very broke
1:08:23five, six things that you can do to
1:08:26immediately spend way less. One, stop
1:08:28eating out. Discount groceries only.
1:08:30Two, stop buying new clothes. Go to
1:08:31Goodwill only. Three, only attend free
1:08:35friend events. All right, so think of
1:08:36what I just said. Think about all the
1:08:38events that friends will tell you to
1:08:39come to. Weddings, bachelor parties, uh
1:08:42birthdays, um just nights out because
1:08:45it's Thursday, whatever. Only attend
1:08:48free friend events. And if they don't
1:08:50support your goals, they are not your
1:08:51friends. Think about that. If I said,
1:08:54"Hey, I've got this goal." And I said,
1:08:56"Hey, there's this human being and he
1:08:57wants to get you to not have the goal."
1:08:58Would you describe them as a friend or
1:08:59an enemy?
1:09:01Think about it. Some of you, some of the
1:09:04people in your life that you call
1:09:05friends are actually your enemies. You
1:09:08just don't know it. Now, four, take the
1:09:11rest of the time that you have to A,
1:09:12apply to jobs that make more than your
1:09:14current job. B, pick up side hustle
1:09:17work. C, learn skills that you can trade
1:09:20for a higher hourly rate than you
1:09:21currently do.
1:09:24When I say trade, I mean you make more
1:09:25per hour than what your [clears throat]
1:09:26current current skills pay you. All
1:09:28right? And then five, find the hardest
1:09:30worker in the room when you enter that
1:09:32new job or that new place. And then
1:09:34double their level of input. So if they
1:09:37knock on a 100 doors, you knock on 200.
1:09:39They make a 100 dials, you make 200
1:09:40dials. Right? When I had Jacob, my young
1:09:43neighbor, I gave him this exact advice.
1:09:45And he was expected to on his team do a
1:09:48$100 a day, he did between 300 and 400.
1:09:51And so, guess what? He got better
1:09:52faster. And then once you follow all of
1:09:55those steps, this is what you need to do
1:09:56next. Wait 36 months. And this is what I
1:10:00mean by patient with your outputs,
1:10:02impatient with your inputs. And the
1:10:04crazy thing is that you can change your
1:10:07life in one decision. I can get drunk,
1:10:09drive in a car, and change my life
1:10:11forever. Right? I can happen like that.
1:10:13But it can happen just like that the
1:10:15other way. It's just that the outcome's
1:10:16delayed. That's the only difference. You
1:10:18can change your life today in this
1:10:20moment by making these decisions and and
1:10:23your life path will have veered. You
1:10:25will have changed direction. Your tree
1:10:26of of life will move. It's just that it
1:10:29takes time for that new direction to
1:10:30bear fruit. Whereas you can poison the
1:10:33fruit in a second. You can kill a tree
1:10:34real fast. You just can't grow one real
1:10:36fast. But it doesn't mean that if a
1:10:38seed's planted and you're watering it,
1:10:39it's not growing. If you like this video
1:10:40and you're a business owner who wants to
1:10:41break through your current revenue
1:10:42ceiling, I distilled every lesson from
1:10:44scaling 10 businesses past 10 million
1:10:46and three businesses past 100 million
1:10:48into a completely free scaling road map
1:10:50that I've used to go from 0 to 1, 0 to
1:10:5210, and 0 to 100 plus. And so you can
1:10:54click here and you can check it out.
1:10:55Again, absolutely free. And since you're
1:10:57a business owner, appreciate you. And uh
1:10:58enjoy.

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