My Actual Social Media Strategy For 2027 - The Algorithm — Transcript

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1. 0:00A couple things that that took me a long
2. 0:01time to figure out.
3. 0:03Um
4. 0:03there's this very there's these two
5. 0:05opposing forces of like make good [ __ ]
6. 0:07and then make lots of [ __ ]
7. 0:09That you have people on both sides. I
8. 0:10tend to be on the make lots of [ __ ]
9. 0:12category. Um but these are two apparent
10. 0:16extremes that sit where the magic is in
11. 0:17the middle.
12. 0:19And so we've referred internally as this
13. 0:21middle spot as qualium. Which is how do
14. 0:23we create quality volume. And if you
15. 0:26guys haven't read this book, it recently
16. 0:27I think it recently came out. It's
17. 0:28called uh the algorithm. It's from
18. 0:31Tesla's former president who kind of
19. 0:34reimagined some of their stuff. And
20. 0:36basically it's it's it's Elon's approach
21. 0:38to manufacturing anything, right? And so
22. 0:41if you think about what content creation
23. 0:43is, it's a manufacturing process. It's
24. 0:44digital manufacturing, but you're taking
25. 0:45a raw input of just like recording some
26. 0:48video and then there's an output which
27. 0:49is going to be a post on social media or
28. 0:52multiple posts on social media. They're
29. 0:53going to get views, likes, shares,
30. 0:54leads, etc., right?
31. 0:56And so the five steps of algorithm and
32. 0:58I'll walk you through them. Um I I made
33. 1:00this mandatory for all the people who
34. 1:01report to me because this is this is the
35. 1:04process that I I've I first heard about
36. 1:07this 2 years ago
37. 1:09uh from some interview that Elon did and
38. 1:11I was like, "Man, this is really good."
39. 1:12Uh and they finally came out with a book
40. 1:13on it. So, let me just walk you through
41. 1:15it and then we'll get into content
42. 1:16questions, all right? So, the first step
43. 1:17is question the requirements and I'll
44. 1:19give you an example. So, I say, "Okay,
45. 1:21why does it take?" And the great the
46. 1:22first great way to know that something
47. 1:24is taking way too long is to say, "How
48. 1:25much actual time are you working on the
49. 1:27thing?" So, whether this is client work
50. 1:29uh or this is like you're on you know,
51. 1:31you're doing home services and you're
52. 1:32working on a project. Whatever it is,
53. 1:34like there's a certain amount of work
54. 1:37that um that has to be done, right? Now,
55. 1:40let's say the total time on task or
56. 1:42total total time that the work is being
57. 1:44done is say 10 hours, right? But all of
58. 1:46a sudden you're like, "But then why is
59. 1:47it taking us a week to get this
60. 1:49delivered, right? It should in a perfect
61. 1:52world go from they sign and then 10
62. 1:55hours later they get." Right? So
63. 1:57everything that's outside of 10 hours is
64. 1:59waste from a business perspective
65. 2:02because it's basically uncaptured
66. 2:03potential value. All right. And so the
67. 2:06idea when we asked the first step is
68. 2:07when we question the requirements is
69. 2:08like why must these things happen in
70. 2:11this order? Why are we doing all these
71. 2:12requirements? Why must it take this long
72. 2:13etc. right? And so with the questioning
73. 2:16of the requirements, one of the things
74. 2:17that came up I was like okay. They're
75. 2:18like well one of the things that we do
76. 2:20in this these 10 hours for example is
77. 2:22that we color grade. Right? And I was
78. 2:24like okay. Uh do we think color grading
79. 2:26even [ __ ] matters? And if we look at
80. 2:29some of the best videos that I have they
81. 2:30weren't color graded and there's some
82. 2:31absolute bombs that are color graded.
83. 2:33And I'm like okay. So how much time is
84. 2:35this?
85. 2:37And is it a requirement? Who decided
86. 2:39that we must color grade everything?
87. 2:40What what what god on the throne of of
88. 2:43YouTube and Instagram said that color
89. 2:45grading was super important? The answer
90. 2:46is there wasn't really one. Right? So we
91. 2:49remove color grading
92. 2:51from our from our process step. And it's
93. 2:53like what else can we cut? Right? And so
94. 2:54the idea is once you figure out all the
95. 2:56requirements that exist, we have to
96. 2:58question the requirements and I'll give
97. 2:59you the three step questions that I
98. 3:00asked. This is not Elon's. Which is what
99. 3:02does that mean?
100. 3:04How do you know that?
101. 3:05So what?
102. 3:07Right? So we have to color grade. Okay.
103. 3:09What does that mean? It means we have to
104. 3:10do all this [ __ ] to the video. Okay. Now
105. 3:12that you say that, so what? Do we have
106. 3:14any evidence? Right? That that this is
107. 3:17going to do anything to the video? No,
108. 3:19we have no evidence. All right. So why
109. 3:20should I care?
110. 3:22There isn't. And so when I question the
111. 3:23requirements I answer ask those two
112. 3:25questions. What does that mean?
113. 3:26How do you know that? And so what?
114. 3:28Right? Once we have that it's like boom.
115. 3:30That's the first thing. When you have
116. 3:31the answers to all those questions and
117. 3:32requirements and you say okay. Well
118. 3:33let's just delete a [ __ ] load of stuff.
119. 3:35And one of Elon's rules of thumb is we
120. 3:37should delete so much that we have to
121. 3:39add stuff back. Which is a great litmus
122. 3:41test because everyone's always afraid of
123. 3:42deletion because everyone's afraid of
124. 3:44like messing something up. But you can
125. 3:45always add stuff back. It's very
126. 3:46unlikely that in a process especially
127. 3:48when you're building something that Um,
128. 3:50an irreversible door. You know what I
129. 3:52mean? It's not like you're going to blow
130. 3:52up a machine you have or you're going to
131. 3:54like, you know, one of your editors
132. 3:55going to disappear from the planet. No,
133. 3:57it's like the step the step in the
134. 3:58process that we can we can add back if
135. 4:00we want to. Let's just see what happens.
136. 4:01And so when I first started doing this,
137. 4:03you might have seen this video that I
138. 4:04posted on YouTube which was um
139. 4:06it was like if you're broke, watch this
140. 4:08or something like that. Um, which I
141. 4:09guess that's every [ __ ] video on
142. 4:11YouTube, but whatever.
143. 4:13I won't rant on that. Whatever, I'll let
144. 4:15that go. But it was me on a plane and I
145. 4:18did it with an iPhone. And I did it that
146. 4:19way because I was so angry, let me
147. 4:21honest, I was I was a little peeved at
148. 4:23the team because they were like, "We
149. 4:24have to do all these things." And
150. 4:27thankfully all almost all that team is
151. 4:29is not with us anymore.
152. 4:30>> [laughter]
153. 4:30>> So, and so when we did the video, right,
154. 4:33and we posted it, it became a mando one
155. 4:36out of 10 video because the thing that
156. 4:38mattered is the stuff in the [ __ ]
157. 4:39video, right? And so everyone wants to
158. 4:41to major in the minors, right? Which is
159. 4:43part of the reason that I'm doing these
160. 4:44raw videos like this cuz like it was
161. 4:45never about the [ __ ] production,
162. 4:47right? And some of you guys are worried
163. 4:49about your makeup and for the girls,
164. 4:51right? Or the lighting or to be fair,
165. 4:53this is an epic background, so this is
166. 4:55probably a little off. But like most of
167. 4:56the time my background looks absolute
168. 4:57dog [ __ ] and is either, you know, blurry
169. 4:59in my death star of a production center,
170. 5:01which I also hate, but um, or it's in my
171. 5:04office, which looks horrible, right? And
172. 5:05so my point is this is that like the
173. 5:07thing that matters is the stuff inside.
174. 5:09It's the stuff inside of the content.
175. 5:11The content is the container, right? The
176. 5:13stuff inside is what matters. And so if
177. 5:15you don't have the stuff, like focus on
178. 5:17the stuff. That's where the quality
179. 5:18comes from. The volume is like how much
180. 5:20stuff I'm going to put out. All right.
181. 5:21So number one, what what question
182. 5:22requirements? Here's our big list of
183. 5:23[ __ ] Number two, we delete the stuff
184. 5:25that doesn't matter. We should delete so
185. 5:26much that we have to add stuff back
186. 5:27later. Three is simplify. Another way of
187. 5:29saying that is optimize. What do we get
188. 5:31the most for the least? So even though
189. 5:32something um, might give us a return,
190. 5:35let's say color grading gives us a
191. 5:36return, I'll just make it up. Um, and
192. 5:38let's say we can prove that, which we
193. 5:39can't. But let's say we can prove it.
194. 5:42Okay. Um, if we can prove it, is it
195. 5:46worth it? Right? Which is a separate
196. 5:47question. Is it worth it? So, we can get
197. 5:52um
198. 5:53let's say let's say the total thing
199. 5:54takes 10 hours. Okay. Let's say four of
200. 5:56those hours are color grading. All
201. 5:58right. Is it 40% of the quality of the
202. 6:01output?
203. 6:03No.
204. 6:05Is it 5%? Maybe.
205. 6:08Is it worth 40% of the costs? My
206. 6:11argument, no. I would rather because we
207. 6:13have to put the opportunity cost. If I
208. 6:15had if my team had nothing else to edit,
209. 6:17then it would make sense to take the
210. 6:18extra time. But they have so much other
211. 6:20stuff to edit and it would make more
212. 6:21sense for us to do two videos or one and
213. 6:24a half videos at 95% than one video at
214. 6:27100. All right. So, hear me out on that.
215. 6:30After simplifying or optimizing most for
216. 6:32the least, then you go to step four,
217. 6:35which is accelerate. How do you pull up
218. 6:37timelines? I'll give you my my version
219. 6:39of doing this when I'm in a meeting. So,
220. 6:40anybody who's worked with me knows that
221. 6:42I like to finish meetings with who,
222. 6:43what, when. So, it's my very simple
223. 6:46management algorithm. That's about it.
224. 6:47Everything else you can learn from
225. 6:48Layla, but these three, this is what I
226. 6:49do.
227. 6:50And so, at the end of our meeting, I'm
228. 6:51like, who, what, when, right? Who is
229. 6:54going to do what by when? Very, very
230. 6:56simple, right? And here's where if you
231. 6:58want to go to the 201 level, whenever
232. 7:00someone tells you the by when, you
233. 7:02actually ask the question I started
234. 7:04with, which is
235. 7:05okay, uh today's Monday and you want to
236. 7:08do this by next meeting next Monday, how
237. 7:10much actual time is this going to take?
238. 7:11Time on task. And so, people will be
239. 7:14like, uh I think it'll take me 4 hours.
240. 7:15It's like, okay.
241. 7:17What are you doing in the next 4 hours
242. 7:18that is more important than this?
243. 7:21A lot of times the answer is nothing. In
244. 7:23which case, great. Do it do it by end of
245. 7:25day.
246. 7:26And let me know. And so, if you ever
247. 7:28want to speed up the movement of a team,
248. 7:30increase communication cycles. So, that
249. 7:32means instead of going end of week, go
250. 7:34end of day. It's 7x is the speed of a
251. 7:36team. You will be amazed at how much
252. 7:38more you get done. So, who, what, when?
253. 7:41So, who's going to do what by when? And
254. 7:44then when they tell you when, you ask
255. 7:45why can't you do it earlier? Now, to be
256. 7:47clear, if someone says I got this other
257. 7:48[ __ ] that's going on that you told me to
258. 7:49do, right? You're like, "Oh yeah, I did
259. 7:50tell you to do that." Then it's like,
260. 7:51"Great, we'll do that after that,
261. 7:52right?" And then that way that constant
262. 7:54accountability
263. 7:56just drives the whole thing forward. And
264. 7:57so, I promise you if you want a project
265. 7:58to go faster, ask for updates every day,
266. 8:01twice a day, five times a day,
267. 8:04every hour. I'm telling you, like, I've
268. 8:06done this with vendors, too. So, if I'm
269. 8:08like, "Hey,
270. 8:09uh hey, I need this thing." And they're
271. 8:10like, "Okay, cool, we'll get it to you
272. 8:11tomorrow." I'll just call them in an
273. 8:12hour and be like, "Hey, what's our
274. 8:13progress update on that?" And they're
275. 8:15like, "I I said I'll get it to you." I'm
276. 8:16like, "This is very important to me.
277. 8:17Like, can we can we please get this done
278. 8:19sooner?" And then you call them again in
279. 8:21an hour. They're like, "Dude, I'll
280. 8:22[ __ ] get it done." It's like,
281. 8:23"Right." So, I will force the
282. 8:24accountability on a vendor if I need to
283. 8:25pull [ __ ] forward. And so, that's fourth
284. 8:28step is how do we pull up cycles? How do
285. 8:29we how do we take what the expected
286. 8:31timeline is and then reduce it?
287. 8:34And then, and this is the big this is
288. 8:35the big one which AI has destroyed for
289. 8:36everyone.
290. 8:38Step five is automate. Which is okay,
291. 8:40how do we get the machines to do it?
292. 8:41Now, here's the here's the uh here's the
293. 8:44magic behind this.
294. 8:45Because the access to AI has become so
295. 8:48prevalent and so easy for everyone,
296. 8:49everyone thinks in the first step the
297. 8:51last step first. They try and automate
298. 8:53[ __ ] that should not be done to begin
299. 8:54with.
300. 8:55With like cuz the only thing that is
301. 8:57more efficient than automation is
302. 8:58elimination. It's choosing not to do
303. 9:00something is more efficient than
304. 9:01automating it because it wasn't worth to
305. 9:03do it to begin with. And so, the easiest
306. 9:05litmus test for many of you people uh
307. 9:07you people for many of you is
308. 9:11though I am using AI,
309. 9:13are we getting more views? Though I am
310. 9:15using AI, are we getting more leads?
311. 9:17Though I am using AI, am I making more
312. 9:19money?
313. 9:20And so, that's the very easy litmus test
314. 9:21to tell you whether or not this is
315. 9:22actually makes sense.
316. 9:24And so, I will promise you that Claude
317. 9:26or, you know, Anthropic or, you know,
318. 9:28OpenAI, etc.
319. 9:30Claude and Anthropic are the same
320. 9:31company, but, you know, company's doing
321. 9:32the billing, right?
322. 9:33Um Gemini, whatever. If they're billing
323. 9:36you, they're billing you whether what
324. 9:37you built was useful or not. And so if
325. 9:39you're noticing your tokens cost going
326. 9:42up month over month over month, but your
327. 9:43money's not going up month over month
328. 9:45over month, maybe you should consider
329. 9:47that you're actually just blowing money
330. 9:48on [ __ ] that doesn't matter.
331. 9:52And so you maybe should start start with
332. 9:54that process of the algorithm. All
333. 9:57right? Question the requirements,
334. 9:59delete all stupid requirements, simplify
335. 10:02aka optimize get the most for the least,
336. 10:04speed up cycle cuz how do we do it
337. 10:05faster? And then finally then and only
338. 10:07then
339. 10:08do we bring up automation.
340. 10:11Because then you're you're automating
341. 10:12something that has already been
342. 10:13maximized for effectiveness and now
343. 10:15you're just getting the last bit of
344. 10:16effectiveness out of it, which is
345. 10:18getting the robots to do it for you. All
346. 10:19right. Um
347. 10:21with that being said, uh we've we've
348. 10:23worked on our content a lot. This is the
349. 10:25year
350. 10:26of the trust economy. Um I think I
351. 10:29called this at the end of last year and
352. 10:30I feel like I'm more right. I think it
353. 10:32ages like a fine wine. Um we're in we're
354. 10:35in the we're in the show-me times, not
355. 10:36the tell-me times.
356. 10:38All right? And so that means that we
357. 10:40need to you need to demonstrate
358. 10:41expertise in as many varied conditions
359. 10:44as possible with as many diverse avatars
360. 10:47or rather the avatars that represent
361. 10:49most broadly
362. 10:50uh the types of customers that you serve
363. 10:52solving the specific problems that they
364. 10:53have in the way that you want to solve
365. 10:55them that gets them the outcome they're
366. 10:56looking for.
367. 10:57All right? That is content from an
368. 10:59education perspective that drives
369. 11:00commerce. That is content that drives
370. 11:02commerce. That is views that turn into
371. 11:04cash. Right? If you're just getting
372. 11:06you're like doing memes or doing
373. 11:07entertainment, there's nothing wrong
374. 11:08with that. It's just that you're just a
375. 11:09media business and eventually going to
376. 11:10sell eyeballs to an advertiser, right?
377. 11:12But if you want to sell from your own
378. 11:14[ __ ] right? Sell your own [ __ ] You
379. 11:16want to sell community own school. You
380. 11:17want to sell you want to sell fencing
381. 11:20services. You want to sell you want to
382. 11:21sell home design. You want to sell
383. 11:23solar. Whatever the hell you're selling,
384. 11:25education is the door, right? That is
385. 11:27how you gain influence. That is how you
386. 11:29gain authority. That you give people
387. 11:30instructions that they can follow and
388. 11:31good [ __ ] happens for them. Now, in
389. 11:33order for them to follow your
390. 11:34instructions, there's a couple things
391. 11:35that have to have to happen.
392. 11:37Number one, the instructions have to be
393. 11:39easy to follow, right? Which means you
394. 11:40got to talk in the in words that other
395. 11:42people understand.
396. 11:43All right? Number two,
397. 11:45they have to believe you that they
398. 11:47should that they are worth following.
399. 11:49So, if we decrease the comprehension, we
400. 11:50decrease the cost of at least
401. 11:52understanding what to do. Right? Then we
402. 11:54have to increase conviction that they're
403. 11:56going to get the payoff, which makes the
404. 11:57risk or the gamble of taking those
405. 11:58actions worth it.
406. 12:00Right? And so, this is why the proof in
407. 12:02this trust economy world is not in the
408. 12:04pudding, but it is the [ __ ] pudding.
409. 12:06Right? The reason that proof is what
410. 12:07matters more than anything is because
411. 12:09tell me how you're going to grow my
412. 12:11e-commerce store except you've never run
413. 12:12an e-commerce store.
414. 12:14Right? Tell me how you're going to teach
415. 12:16me how to sell except you've never sold
416. 12:17anything. Tell me how you're going to
417. 12:19help me make content, but you don't have
418. 12:20a personal brand.
419. 12:21Right? Like it's just the big obvious
420. 12:23[ __ ] And I get these questions all the
421. 12:24time like, "How do I build a personal
422. 12:25brand?" It's like, "Just do shit." You
423. 12:27will You will get a bigger personal
424. 12:29brand by doing [ __ ] in reality for 5
425. 12:32years and then starting your personal
426. 12:34brand. Now, to be clear, I think if you
427. 12:36want to document along the way, as long
428. 12:38as you state the facts and tell the
429. 12:39truth, you're good you're good in my
430. 12:40book. Right? But what happens is people
431. 12:42are like, "How do I How do I counter
432. 12:43imposter syndrome?" I'm like, "Bro,
433. 12:45imposter syndrome is you feeling ashamed
434. 12:47for lying." Oops, there we go. Is you
435. 12:50feeling ashamed for lying because you
436. 12:51are misrepresenting the truth. Sorry,
437. 12:53I'm trying to adjust this thing so it's
438. 12:54not [ __ ] up. Here we go.
439. 12:56Um is you misrepresenting the truth,
440. 12:57Jesus. This is why we can't have nice
441. 12:59things. Hold on.
442. 13:01Yeah? Yeah? Ah, [ __ ] good enough.
443. 13:04See if that works. All right. Um
444. 13:07And so, I'll give you an example of this
445. 13:08whole imposter syndrome thing that you
446. 13:09should probably just abolish from your
447. 13:11your mental whatever.
448. 13:13Here it is. So, I had a guy who came up
449. 13:15to me uh at at one of our workshops in
450. 13:18Vegas and he was like, "Hey, man. Um how
451. 13:20do you deal with imposter syndrome?" I
452. 13:21was like, "All right, what do you What
453. 13:22do you sell, man?" He said, "I help
454. 13:24agency owners
455. 13:26uh get booked appointments." And I was
456. 13:27like, "Okay. uh, how do you do it?" And
457. 13:29he's like, "We run outbound teams." I
458. 13:30was like, "Okay, that makes sense. I get
459. 13:32it." I was like, "So, what are you
460. 13:33dealing with imposter syndrome for?" And
461. 13:34he's like, "Well,
462. 13:36you know, I had an agency, but the
463. 13:38agency didn't really work that that
464. 13:40well. Uh, I didn't really make any money
465. 13:42with it uh, because I knew how to get
466. 13:44customers, but I I couldn't really keep
467. 13:45them."
468. 13:46I was like, "Okay."
469. 13:47Still trying to figure out where the
470. 13:49imposter syndrome coming from.
471. 13:50And he was like, "Well,"
472. 13:52I was like, "Are you pretending like
473. 13:54you're good at running an agency?" And
474. 13:56he was like,
475. 13:57"Kind of." And I was like, "Yeah, bro.
476. 14:00That imposter syndrome is lying.
477. 14:02So, yeah, you should feel bad about
478. 14:04lying.
479. 14:05Okay? I was like, "But if you told the
480. 14:07truth, it probably would be even more
481. 14:09effective. If you just said, 'Hey, I had
482. 14:12an agency. I sucked at running an
483. 14:14agency. I was really good at selling
484. 14:16agency clients. And so then I said,
485. 14:17well, why don't I just do that for
486. 14:19agency owners who are actually good at
487. 14:21delivering for clients?' And then this
488. 14:22business was born. Everyone would be
489. 14:24like, 'Oh, that actually makes a lot of
490. 14:25sense.' And so what you forget is that
491. 14:27the truth is the most compelling thing
492. 14:29out there from a marketing perspective.
493. 14:31The reason that state the facts and tell
494. 14:32the truth is the number one thing that
495. 14:34we say
496. 14:35at acquisition.com in marketing is
497. 14:37because it sells the most. The truth
498. 14:40sells the most. I will say this again.
499. 14:42The truth sells the most. The truth
500. 14:45converts.
501. 14:46All right? Above everything else. But,
502. 14:48it has to be the whole [ __ ] truth.
503. 14:50All right? It has to be the whole truth.
504. 14:53And so he can't say
505. 14:55uh, just half of the story. You have to
506. 14:57say all the [ __ ] where you look bad,
507. 14:58too. And then people will believe the
508. 15:00[ __ ] where you look good.
509. 15:02That's the That's the whole game.
510. 15:04Right? I got asked a bunch of times
511. 15:07throughout my career. They're like, "So,
512. 15:08should I think I was on Diary of a CEO."
513. 15:10He's like, "Alex, should people talk to
514. 15:11you about happiness?" I'm like, "No.
515. 15:13That's not I don't have authority there.
516. 15:15All right? I'm the like, "Hey, you're
517. 15:17trying to figure out how to scale your
518. 15:18business?" That's me. You're like,
519. 15:20"Trying to how to figure out how to sell
520. 15:21shit?" That's me. I can help you there.
521. 15:22I got a lot of proof there. Real quick,
522. 15:24I'm going to show you the exact 10-stage
523. 15:26roadmap from zero to 100 million plus
524. 15:29that less than 1% of companies finish
525. 15:31I've now done multiple times. And so I
526. 15:32can say with a lot of confidence that
527. 15:33these are the stages as head count
528. 15:35increases that you need to get through.
529. 15:38And I broke each of these down by eight
530. 15:40different functions of the business,
531. 15:41what the constraint feels like, like
532. 15:43what are the symptoms of it when you're
533. 15:44going through it, and then what steps we
534. 15:46actually took to graduate. And we've
535. 15:47done this across software, physical
536. 15:49products, uh service businesses, brick
537. 15:51and mortar, all of this, and it works.
538. 15:54And it's my gift to you. It's absolutely
539. 15:55free. And so the link's in the
540. 15:56description, but you just go
541. 15:57acquisition.com/roadmap.
542. 15:59Just enter your info and it'll spit it
543. 16:00right back to you, all free.