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The Money Making Expert: The Exact Formula For Turning $100 into $100k Per Month! - Daniel Priestley — Transcript

by The Diary Of A CEO · 24,245 words · 1,312 segments · language en · Watch on YouTube

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0:00I've started seven businesses that have gone 0 to a million in their first 12 months three
0:03businesses that went north of 10 million but here's a crazy thing anyone can do this and
0:08I'm going to take you step by step through the best ways to start making that life-changing
0:11amount of money Daniel pry money and business Expert that's helped thousands of people start
0:16scale and grow their own multi-million pounds businesses from scratch these are the best ways
0:21to start a business we start with an idea but we need to sharpen our ideas in the market not
0:26in our minds I see so many people that raise money book an office buy computers but after all of that
0:30no one's interested in their idea so we have to conduct tests where we fail fast and fail cheap
0:35for example waiting lists is one of the fastest ways to test an idea and this is what really
0:39smart entrepreneurs do like Elon Musk launched a waiting list for the model 3 he launched a waiting
0:44list for the Cyber truck validating the idea in fact Rolex had a massive breakthrough when they
0:49stopped selling Rolexes and they started selling the waiting list but if it's crickets okay fair
0:54enough let's have another idea but what if someone steals my idea ideas aren't worth anything the
0:59value is for the person who does it what are the fundamentals of being an exceptional salesperson
1:03pitcher first you will have to you said business is a team sport is there anything you found that
1:08is consistent across all of the best people you've partnered with so here's what I'm looking for and
1:12there's a lot more to go through but one of the other strategies for building a business
1:16is and that should get you into the six figures of Revenue just by doing that it's shocking because
1:21it's so simple let's talk about money let's talk about if someone's out there and they've got £100
1:26or £1,000 worth of disposable income what should I be about to making myself financially free the
1:32truth is that there's incredible wealth to be created one of the biggest opportunities in
1:36the world at the moment is it's absolutely crazy to me that so many of you have decided to watch
1:43our show um and so many of you have decided to subscribe to our show we now have five million
1:48subscribers on YouTube which is a number that I just can't comprehend and it's a dream that
1:52I absolutely never could have had we started the dire of a CEO just over 3 years ago now and in
1:58my wildest expectations we might have had 100,000 subscribers by now so you can imagine how shocked
2:03I am that so many of you have chosen to tune into these conversations every week um and spend some
2:09time with us so thank you and I made a deal with you I made a deal that if you subscribe to this
2:14show that we would continue to raise the bar and in 2024 we're going to raise the bar like never
2:20before I've been working for the last nine months on a surprise for all of you that have subscribed
2:25to the show and I'm very excited to deliver that for you the Productions going to change
2:30we're going to go even further with our guests and we're going to tell even more Global stories so
2:35as always if you appreciate what we're doing here the simple free favor I'll ask from you is to hit
2:41the Subscribe button let's get on with the [Music] episode Daniel if someone has just clicked on this
2:54podcast can you tell me the reason why they should stay around and listen and what you think they're
3:01going to get from this conversation I think we're living through the most incredible time in history
3:07never before have people had the opportunity to build something that is a global business full of
3:13fun freedom and flexibility full of passion and purpose and today that is accessible to almost
3:20anyone who'd be listening to this podcast the Baby Boomers they got access to affordable housing we
3:26get access to Affordable Global small businesses now the entrepreneurial journey is scary to a lot
3:32of people but if you conduct the right experiments have the right mindset follow the right process
3:38it's really predictable and safe for people to get involved in entrepreneurship and I think
3:42anyone who's listening to this is going to see that it's a lot more process driven then I think
3:46that we can go step by step to build a business that you absolutely love on the other end of
3:52this conversation in an hour's time or two hours time or you know whenever this podcast finishes
3:57what are they going to have that they didn't have before this conversation we're going to
4:01talk about the entrepreneurial Journey as a set of steps predictable steps and they're going to
4:05be able to have a map of how do you move through that entrepreneurial Journey like what do you do
4:09first what do you do next how do you go to the next level and scale up and who do you contact
4:15uh and it's based upon literally coming across thousands and thousands of entrepreneurs at each
4:20stage of the journey so ideally what I want people to walk away with is just that Clarity around how
4:24this entrepreneur thing works and who are you what's your experience so my backgr is over 20
4:30years of Entrepreneurship I started my first company when I was 21 years old I did 2 years
4:34working for a mentor from 19 to 21 uh we built a business from scratch to millions of Revenue
4:40I then left that Mentor I went out on my own started my own first small business uh it grew
4:45very rapidly we went from Z to a million in the first year and then 10 million in year three I've
4:50started uh seven businesses since that have gone Z to a million in their first 12 months I've done
4:55three businesses that went north of 10 million and what about this accelerator I I read that
4:59you have an accelerator where you have thousands and thousands of entrepreneurs who come to your
5:03accelerator for business advice coaching from getting from zero to you know up on that um up
5:08to their trajectory yeah so 12 years ago I noticed this trend um around this idea of global small
5:14businesses and I basically saw that technology was making it possible for anyone to do the things
5:18that multinational corporations were doing and I started an entrepreneur accelerator designed for
5:23people to positions as a key person of influence to build their personal brand to build a core
5:28team of people around them to digitize the value that they offer um and to take the most or make
5:33the most of the times that we're living in and since then about 4 and a half thousand companies
5:37have gone through this whole process um we've seen people go from zero to multi- multi-million pound
5:43exits we've seen people build the business of their dreams where they get to live and work from
5:46anywhere and you know we've also seen what people struggle with and what they've found difficult
5:51we've gone through pandemics and Global Financial crisises and all of this sort of stuff with our
5:55clients it's dancing classes for entrepreneurs it's it's a high performance environment where
6:00you get to be around people who want the same sort of things that you want uh you get to have
6:05some accountability some best practices uh you get a community or a network around you uh and
6:10you go through that entrepreneurial Journey with other people who who are going through it as well
6:14do you think anyone can be an entrepreneur I think entrepreneurial spirit is something that we're all
6:19born with um entrepreneurship is this idea that we want to create value for others that we want to
6:24take a little bit of a creative risk that we want to do something that represents self-expression
6:28there are different stages to the entrepreneurial journey and everyone can go through those stages
6:34um there's also not one type of entrepreneur there are people who are very good at Finance
6:38there are people who are good at operations there are people who are Visionaries there are people
6:41who are doers and get the stuff done and there are businesses that suit those types of people so it's
6:46about finding out who you are finding out what kind of business would actually be well suited
6:51to that person and then making sure that you're doing the thing that you're you're well suited
6:55to how does one know that a business would be suited to them CU if you you know gauged on
7:01the the people that come up to me in the street or the taxi drivers I speak to or my friends or
7:05the DMS that I get everyone's got an idea nobody seems to be short of ideas but so many people seem
7:12to be stuck at that moment of making a decision to pursue a particular idea that they almost get
7:16like paralysis like sofar preneurs you know all of their ideas stay on the sofa that they were um
7:23conceived on but they never seem to get out of the sofa because of like that paralysis I don't know
7:27if this is the one I get that the time is this the idea the the thing is we need to sharpen our ideas
7:34in the market not in our minds so what we have to do is go make contact with other people and see
7:40what they say and see what they think so we have to conduct uh tests where we fail fast and fail
7:45cheap if we fail at all so here's an example of what I like to do when someone has an idea I say
7:50set up a very simple waiting list landing page and essentially let people know I'm thinking of
7:56starting something in this particular space or we're launching something in this space later
8:00in the year if you're interested join the waiting list now that waiting list concept essentially if
8:05people will join the waiting list and if you get hundreds of people joining a waiting list it's a
8:09pretty good indication that it is a good good idea uh if you launch a waiting list and you message
8:133,000 people and say I'm launching I'm launching this thing do you want to join the waiting list
8:17and no one joins then it's a good indication that's not the idea right cuz we have to have
8:22a good marriage between what we're passionate about what we want to do and what the market
8:26wants um there's 6 million businesses in the UK 30 businesses in the USA and that basically means
8:32there's a lot of businesses doing a lot of things that already exist so the market might not have an
8:37unmet need the market might say hey I already have a great cupcake Supply there's already someone who
8:41makes great coffee in my neighborhood we don't need another one okay fair enough let's have
8:45another idea right you can always have plenty more ideas so you got a test the faster you
8:50can get on with conducting a fast and cheap test the better you're going to you know go with your
8:55entrepreneurial idea because that's one of the big sort of mental barriers that people have is they
8:58see that committing to any of these ideas is going to cost them three years their reputation and
9:03potentially hundreds of thousands of their money or or an Investor's money so that again creates
9:07paralysis because the discomfort associated with being wrong when you think there's so much on the
9:12line will hold you in place but your idea there of just throwing up a landing page immediately
9:16kills the Paris and also just a landing page of a waiting list so you're not even saying that this
9:21thing's are dead certain you're just saying we're going to be launching something if we get enough
9:25interest um and here's the waiting list and by the way this is what really smart entrepreneurs
9:30do like Elon Musk launched a waiting list for the model 3 he launched a waiting list for the
9:34Cyber truck I think he launched a waiting list for a flamethrower I joined all waiting lists
9:40yeah and he he's you know he's essentially what he's doing is a very smart process of validating
9:46the idea one of the best mindsets that we have as an early stage entrepreneur is the mindset of a
9:50scientist conducting a little experiment and what we're trying to do is not be emotionally attached
9:56to what happens one way or another what we what we want to do is we want to say you know what if
10:00people don't like this okay I'll have another idea if people do like this I'll go to the next step um
10:05so a scientist is just kind of like conducting an experiment and the best experiments are cheap and
10:10fast a waiting list is probably the most powerful early stage experiment you could um you could go
10:16with Elon Musk when he launched the waiting list for cybertruck I don't think there would have been
10:21an investment Bank on the planet that would have backed a factory for something that looked like
10:25cybertruck but when he walked in and said I've got a million people who have put down a $100 deposit
10:31if only 5% of them go ahead they can crunch the numbers on that and say yeah okay we'll fund
10:36that fair enough let's build it um so it's very powerful I did this recently I I had my team come
10:42up to me and say hey we could do a startup around um an AI that helps people write a book and um I
10:50said well I'm not sure if anyone would like that but let's launch a waiting list so I launched a
10:54waiting list put one post on LinkedIn 750 people joined the waiting list list I was expecting 150
11:01uh and in the waiting list we actually asked questions like how much would you pay for it
11:05per month and how many months do you think it would take you and what would success look like
11:10and what would failure look like and what else would you try instead of this if this didn't
11:13exist what would you use so we asked all these questions we collected a ton of data uh and then
11:19off the back of that we speced out the product I also went to Angel Investors and said do you guys
11:24want to co-invest in this one we raised £300,000 on the seis um scheme uh at A3 million valuation
11:32for an idea no lines of code nothing built nothing designed uh and essentially we got ourselves ready
11:38to to launch in a couple of months just simply off the back of that waiting list and all the data
11:42that we uh that we collected so interesting the the other point you said within there was about
11:48you said there's kind of two things what you're passionate about and what the market wants now
11:52on the point of passion it's so cliche people say follow your passions do things you're passionate
11:55about Etc how role how important do you think the role of passion is in actually succeeding at any
12:03of these ideas so if I've got four ideas cupcake business floristry business soccer business and
12:08I don't know AI business what role does my own intrinsic passion of any of these areas matter
12:14in the chances of success passion matters a lot because business is hard and you have to stick
12:21with it through the Downs so the reason passion is valuable is because you are going to go through
12:25valleys um and they're going to be painful and they're going to be the the gratification is going
12:30to be very much delayed uh in any business Journey so passion is the thing that gets you through it's
12:37not the thing that you ride high on it's the thing that you get through the hard times with um I have
12:42a very weird definition of passion I kind of like tried to strip it back to its bones and I look for
12:47an alignment between origin mission and vision so I essentially say what is your origin story what's
12:52your background I want to see that you're doing something that aligns to what you've always been
12:57doing I want to see that this goes back to age 10 um for me when I ask people about why you're doing
13:03this thing I want them to start the story a long time ago and I want them to tell me about little
13:07wins that they've had along the way that have led to this moment which is why they're starting this
13:12business to me that's great because anything that we keep coming back to as a recurring theme is
13:18what we're meant to be doing so for me I've going right back to age 10 I have experiences throughout
13:24um my teenage years and going back to age 10 that were about business as a Force for good um and it
13:29goes right back to a garage sale that I did when I was 10 years old we had a house fire it was a
13:33horrible experience but it turned into a positive experience because I set up this garage sale and
13:38made some money and something bad happened and I turned it into something good through business and
13:43for me there's this recurring theme that all of my little winds line up to these these themes so
13:49the origin story is really powerful the vision for the future is what do I want to see happen in the
13:55future if all of this goes well and other people are doing it too what would this look like in the
14:00future what would 10 years from now 20 years from now be if we were celebrating what would we love
14:04to be celebrating and then the mission is what is the most high value thing that I could possibly
14:09do that's in alignment with that Vision so essentially if there is a strong alignment between
14:15origin mission and vision something happens where you you carry yourself in a different way you you
14:21you sit differently you speak differently you're you're in this alignment other people pick up on
14:25it they want to quit their job and come and work on your team um they hear about the vision they
14:30hear about your origin story they hear about the mission and they go oh I'm going to leave what I'm
14:35doing and come and join that and that's the magic of Entrepreneurship so for me that's passion it's
14:41not about like superficially I like snowboarding or um oh I've always enjoyed baking a cake it's
14:49the uh alignment of origin mission and vision interestingly there um I was trying to think
14:57about what the opposite of everything you've said just looks like what's the opposite of passion
15:02in your definition what's the misalignment look like so can you give me a an an example of what
15:08the opposite of that definition looks like the opposite is I heard about some guy who pumped a
15:14cryptocoin and made millions of dollars so I want to go and find out how to pump crypto coins or uh
15:20I heard someone who made money flipping property so I need to flip property and I'm going to do a a
15:25course on Flipping property I've got no interest in property uh I've never been interested in
15:30property I've never shown any interest in in any of these things I just want to make money and it's
15:34got nothing to do with my background I've got no little wins in this I I have no real vision for
15:39the future other than being rich um so essentially this is of no value to anyone listening no one
15:45cares in fact when people hear that they're repulsed by it in most cases just hearing someone
15:50talk about that makes you feel I definitely don't want to see you for the next two years why are
15:55they destined to fail because they can't attract a team team uh essentially all of business and life
16:01is a team sport and it's your ability to attract great talented people around you who want to work
16:05with you that is ultimately the reason we succeed and it's ultimately the reason we feel good so if
16:11you're saying things that repulse people then talented people leave and talented people don't
16:17want to be involved if you're saying something that feels resonant that it feels aligned and it
16:21feels like um something's happening it feels like this guy's up to something or this you
16:26know this woman is up to something she's in rolling people in this Vision that she's got
16:31and people love her story it's destined to succeed because good people are getting involved and more
16:35and more good people are getting involved do you knowing what's a good opportunity and what's not
16:41a good opportunity do you think that when you're younger you should be saying yes to more stuff
16:47cuz like in the position you're in now you're bombarded with opportunity so you have to use a
16:51kind of a different mental framework yeah do you think when people are younger they should have a
16:54different bias towards accepting opportunities or [ __ ] around and finding out yeah definitely we
17:00we should definitely go through that phase um and also be willing to say oh that wasn't it I'm going
17:05to stop and go try something else so you dropped out of University I dropped out of University I
17:09was so excited to go to university and then as soon as I realized it's this is not going where
17:14I want to go I had to make the decision to leave all my friends um and walk away from University
17:20that that sort of dark Valley you have to walk through of uncertainty when you make the decision
17:24to leave the um well worn track of University or corporate job or the 9 to5 that how how does
17:32one prepare mentally like what's the mindset of someone that goes you know what I'm going to go
17:36through the stinging nettles through the bushes and be lost and find my own way I always enjoyed
17:41all of this by the way so the my mindset was that I was always quite excited that um being
17:48lost I felt was probably going to be part of the process I have a simple view around mindset which
17:53is you're either being a reptile an autopilot or a Visionary what's that reptile thing you mentioned
17:58what's the definition of that oh well reptile mode is fight flight freeze freak out um throw Tantrums
18:06uh be angry at the people you should not be angry at um feels unfair that the world's against you um
18:12all of that and the Visionary what the definition of that so the Visionary I don't know if you've
18:16had these moments where you feel anything is possible um and you feel very expansive um you
18:22think in long time frames so you think in maybe 10 20 years out you also might see the World As One
18:29Small Place so you might uh mentally your mental model might be that the world is just one little
18:34ball that flies around the Sun and there's markets everywhere and that there are opportunities
18:39everywhere and that there are people trying to get stuff done and I could have a business
18:42that's anywhere and you feel a sense of love and compassion and optimism uh and you typically uh
18:51become more influential in your circles the other strange thing about the Visionary mindset is that
18:57um they did some research with Indian farmers and they found that uh these particular people they
19:03got paid their yearly salary in one lump sum and then they had to make that last for the whole year
19:09and as they were getting close to the end of that cycle they had uh an IQ test which showed that
19:15they were 15 points of IQ lower than when they had just been paid the lump sum so the lump sum
19:21allowed them to think long term it allowed them to feel affluent and abundant and their IQ the scores
19:27on the IQ test went up um as a result of feeling good and feeling amazing and feeling affluent and
19:33then by the time the money had run out and they you know not sure whether they're even
19:37going to make it to the next one their emotional intelligence their actual IQ intelligence had
19:42dropped significantly so one of the things that is a real challenge if you're doing it tough is
19:48that you're essentially regularly putting yourself into these uh situations where your IQ is right
19:53down um your your emotional intelligence and your IQ suffers as a result of being in reptile mode I
19:59remember a time where I got a parking ticket for $40 and I I freaked out like I flipped out I had a
20:06massive fight with my friend and um you know like I was in a place where $40 was was seriously an
20:13issue um and I remember thinking I'm just going to eat cereal for for weeks um to try and get
20:20through this um and so full reptile meltdown mode what would the uh Visionary have responded to the
20:27parking ticket well the Visionary has a different view of life and the the first thing is that if
20:32a resource exists on the planet anywhere that resource is really just a couple of conversations
20:37away so essentially a Visionary would say well someone's got $40 I just have a talk with them
20:42and and see what they need and I'll help them with whatever they need they can help me with
20:46the $40 that I need um maybe I need to wash their car maybe I need to you know help them with their
20:51video editing or something so the Visionary is all about the idea that there's really not a
20:56lot of boundaries between the resources on the planet that it's just a gray Zone around who
21:01owns what and Who's got what and we can just have conversations about that so Visionaries can easily
21:06raise money and raise funds because they just think well someone's got the money and they want
21:10to put it to use so I'll just give them a plan as to how we're going to put it to use there's
21:13a great story that I love which is I think it was the producers of Top Gun were creating these
21:19little models of airplanes and boats and they're trying to figure out how they would do like a Star
21:23Wars style Top Gun movie and someone said have we actually called the and us whether we can use
21:29their planes and their boats and everyone's like no it's like well they've got planes and boats
21:34let's see if they want to do it so they ring up the Navy as you do and they speak to the general
21:39and the general says oh yeah we want to enroll more people in the Navy so we would love for you
21:43to make a Hollywood Blockbuster film what do you need and they basically say well here have the
21:47Jets have the boats have the aircraft carriers what whatever you want to do so it's kind of
21:52weird to think that someone woke up this morning with the resource that you want and if you have a
21:57conversation about how that resource gets used right essentially you are now as it's as good
22:03as you having the resource someone woke up with an aircraft carrier if you've got a good use for that
22:08aircraft carrier why not have a conversation about how that aircraft carrier gets used today it's
22:13shocking because it's so simple and and but it's so resonant with me there's two examples I'll give
22:18the first I've talked about many times was when I was 16 17 in six form saw Carly Stoke sat in front
22:24of me who was a girl in my school I think she was head girl but she was picking the vending machines
22:28we were going to get in the school and in my brain I thought um we have 2,000 paying customers here
22:32surely there's a vending machine company that would love to put these machines for free and
22:36give us a cut went to the computer room sent five emails based on Google search rankings by the same
22:41day and Mr sprinkle who was our head of keystage 5 has confirmed this on live TV someone showed up
22:46with a tape measure to fit the machines because one of my emails had gone to a former student who
22:50was now the CEO of a vending machine company and he had been looking to give back to the school
22:54example uh B comes in that one yeah did you feel what it felt like to be a Visionary where it's
23:00like anything is possible like why are we not just of course we've got 2,000 CL like like
23:05did you feel cuz you must have felt reptile versus Visionary in your life you've had reptile moments
23:11where you're like 100% I hate everyone I want to kill everyone you know and then you've had moments
23:16where it's like oh you know we can bend the world yeah we we can bend reality exactly we have
23:20conversation about how reality works and we'll just you know bend it yeah and so my question has
23:25always been like where does that come from because is I view our beliefs all of our beliefs as a
23:31stack of evidence we either have or don't really have and for me the youngest of four siblings I
23:36had so much space compared to my siblings when I was young that I got to like we said earlier
23:40like [ __ ] around and find out I got to conduct experiments and that led me to believe that the
23:44world is bendable I used to say when I was 14 that if someone said to me that we need to go
23:48to the Moon next week I believe there's a way cuz I think there's probably a rock rocket going and
23:54all I need to do is contact the person and make a compelling pitch that's how I get to the the moon
23:58next week you thought that at 14 yes I used to say this all the time like my my difference between
24:02myself and my peers they were academically better but in my head there was the only thing that stood
24:07in the way of where I am now and where I want to be is a bunch of people bunch of conversations
24:11yeah pitching essentially pitching is in Rolling people into new ideas so what entrepreneurs do
24:17to advance their ideas is we pitch them into existence we start with an idea and we pitch
24:21it and we pitch it and we pitch it we sharpen our pitch by talking to people but what we're doing
24:27that's different is we're not just explaining the idea to people we're trying to enroll them
24:32into that Vision we're enrolling people into this Vision that we've got for the business and that
24:38um process of getting people to do something that they didn't wake up thinking they would do that
24:42day is pitching right that's and that's one of the first tools that you learn as an entrepreneur
24:47and actually on Dragon's Den that is the main tool that people are given in order to enroll
24:51the dragons into investing or getting involved or not so um where does it come from I think was your
24:57question uh I believe it's built into every single individual that it's an evolutionary function that
25:03essentially at the very base of our brain is this reptile mode which is fight flight freeze which
25:07is rarely appropriate but in a survival situation probably is appropriate and then there's autopilot
25:13mode which is essentially just do what you've always done repeat the past you know just get into
25:18a loop uh if it worked last week and and I didn't die last week well then I might as well do the
25:23same week again um and then there's Visionary mode which is what could I do different ly what you
25:28know what might what would be a creative way to solve this problem so I feel that a lot of people
25:34think they're missing something and actually it's all built in and if you can get yourself into that
25:38Visionary mode often it's the people you hang out with um it's the books that you read the podcasts
25:42that you listen to if you can get into that mode then a lot more becomes possible you get more IQ
25:49points you get more EQ points um and you see the world in a in a very different way the key
25:55question there is like how do you get into that mode I have a very one-dimensional biased um
26:01Journey so I'm not sure if my journey is the the best one to take um notes from but from what I've
26:07seen personally people are either in some kind of upward spiral towards being more Visionary
26:13because it's compounding in their favor they're sending the email and then it's working which
26:18means they have the evidence to send more they're more likely to send emails with more conviction
26:23and more frequency because it worked last time and then more work they get more responses so
26:28they send more emails it's this upward wonderful reinforcing spiral upwards and they become more
26:32and more Visionary like Elon Musk is at the very top now he's like space ships to Mars yeah he's
26:37like chips in your brain that monkeys can control computers with that's someone at the very top of
26:43that Visionary cycle and at the the bottom of the reptile cycle is someone who you know at work the
26:49CEO says does anyone want to stand up and share their ideas and they just slouch back in the chair
26:54because they've had their confidence um negatively reinforced maybe last time they tried it didn't
26:59go bad maybe their father or their mother gave them bad feedback one day and they're in this
27:04downward spiral where when they do show up they show up with low confidence they put in a bad
27:09performance it goes bad less likely show I would actually call that autop pilot mode which is I've
27:14never done this before so I won't do it next time um reptile mode is is very destructive you're act
27:20you're actively breaking your world so it's it's where you do the worst possible thing okay um so
27:28you are throwing tantrums and you're lashing out against the people who you should you're
27:34actually lashing out against the people who are trying to help you probably um so that's that's
27:38where you're really at the bottom of reptile mode very destructive autopilot in your situation where
27:43you said about the person who you know is given an opportunity to speak and they say oh well you know
27:48it's not what I do is the autopilot response the Visionary is like oh this is a chance to
27:53mobilize resources um I've got an opportunity here to expand my sphere of influence and become a key
27:59person of influence in this room you know so the Visionary is like oh great this is this is a good
28:03opportunity I can do more with this if the pitch is the keys to everything you want to be because
28:09if we were saying that it's really conversations that stand in the way of where you want to go
28:13and it's the pitch that is essentially the key to wherever you want to go what are the attributes of
28:20a perfect pitch what are the fundamentals of being an exceptional salesperson pitcher well you've
28:27seen some great pictures on the den um lot of bad ones too yeah so here's what I look for clarity
28:33is the base level you just don't want to confuse people um Authority is the ability to communicate
28:41that you are worth listening to that there's something about your background or what you've
28:45done or the data that you're possessing or the mentor that you've got that gives you some sort
28:50of authority to be talking about this so Clarity and Authority uh defining some sort of a problem
28:56that the customer has or some some sort of problem that exists in the world that needs solving and
29:00that you've identified an Insight or a solution for that problem then the why which I would say
29:06is about communicating why you care enough about this that people would buy into you as the person
29:13to drive this forward you then want to define the opportunity what is the bigger opportunity
29:19for anyone who gets involved the next steps what should someone do next and then the emotion or
29:25the essence that you want to leave people with so that they remember remember you based on that
29:28essence or that emotion that you made them feel so that's the great Arc of a of a of an inspiring
29:33pitch what was the last one there was that the emotion so Clarity Authority problem solution
29:38the why opportunity next steps and the essence and it spells out Capstone so that's how I remember
29:45a great pitch I've I had to come up with a way of remembering this because I was pitching so often I
29:49had to be able to come back to okay how do I pitch this so the essence that's the one I I wanted some
29:54more definition people remember you based on how you made them feel so you want to think how do I
29:59want to leave people feeling what's the emotion that I want people to remember when I'm pitching
30:04yeah so you want to finish the pitch on an emotion you want to finish the pitch by expressing um what
30:10it is that you uh essentially what is the emotion or the feeling that you want um you want this
30:17business to be about and what's the opposite of that then the emotional piece so what's a pitch
30:21that is lacking uh well a lot of pitches finish on next steps and it's very logistical um so I've
30:26seen lot of pictures that are going great and then they go and then here's what we need to do next
30:30blah blah blah and then it becomes a little to-do list and everyone goes oh that kind of landed flat
30:35and if you finish on the essence then you actually just bring people back to this is what it's really
30:40about so that we even though we've talked about opportunities and next steps and the finances and
30:44all that sort of stuff you want to finish on this is what we're really about this is what we're up
30:47to in the world I've been thinking a lot about you know some adjacent subjects to what we're
30:51talking about here but this idea that if you just asked five times more than you're currently ask
30:57asking your life would change um the secondary example I was going to give after my coffee um
31:03machine example from when I was 16 was when I was 18 and I was completely broken that's when I was
31:07shoplifting those Chicago Town pizzas to feed myself and I need I start I was starting this
31:11business called wallpark and I needed camera equipment I sent 20 emails to camera company
31:16saying hey I've got um this website I'm going to launch we're going to record videos on campus I
31:21need some cameras if you lend us the cameras we'll put your logo on all the videos we make on campus
31:26within 7 hours Samsung had sent £10,000 worth of camera equipment to my front door in my side I got
31:33an email the day after the cameras arrived and it said these are um returns send them back when you
31:37don't need them anymore and I'd solved someone's problem for him because he had returned cameras
31:42in a warehouse that he didn't know what to do with he sent me £10,000 worth of camera equipment for
31:46free within 72 hours you just asked and I go oh my God like when you're at the bottom and you
31:51have nothing to lose and you have an internet connection and a Gmail account why aren't you
31:56sending out 20 30 50 emails a day yeah asking you think in emails I think in calls um cuz when I
32:05was 18 you pick up the phone and make a call um I always had this rule called make three calls and
32:11I remember a nightclub party that I I saw these 15-year-olds um sitting in the street I just
32:16turned 18 and I was um loving going to nightclubs and I saw these 15y olds and they're skateboarding
32:21and they're hanging out in this little area and um they were asking me what it's like to
32:25go to a nightclub and I said oh some should put on an under 18's nightclub party so that you can
32:29experience it and see what it's like they're like oh that would be amazing and and I thought oh I'm
32:34going to do it so I called the nightclub I'd been going to and said oh I have a promotions company
32:40and we run nightclub parties for under 18s during the school holidays we've selected your Venue to
32:44be one of our venues um for the next holidays would you be interested in discussing that he
32:49said like yeah send through a proposal and then I'm like oh okay yeah we'll send it we'll send
32:53through a proposal and anyway we ran we ran a series of nightclub at that thing and we it was
32:59the first time I'd ever made 10 grand in a night because we had a th people pay 10 bucks ahead and
33:04that was a lot of money and it was all cash and uh it was it was wild and it was just literally
33:08just asking I have to say a lot of people send me messages I get um many thousands of messages
33:14a week across my inboxes LinkedIn Instagram the podcast Etc and because I'm exposed to so many
33:20thousands of messages as I'm sure you are you get to see the variance in a good ask versus a bad ask
33:28yeah now I want to drill down on that what are the core components of a great ask the best ask
33:32has With or Without You energy With or Without You energy is the energy that you have when this is
33:38going to happen with or without you so essentially when you say we're going to be doing this filming
33:44and do you want to send some cameras and we'll put your logo at the bottom it's happening with
33:48or without you you can be the company that gets the logo or not um but it is happening with or
33:52without you um the worst asks are I desperately need this to happen and if you don't say yes yes
33:57no one will ever say yes and and therefore I'll give up so if I think about the best asks that
34:03come through something is going to happen and it's going to happen whether I'm involved or not and
34:10I get to choose whether I want to jump onto that or not um and those are the most compelling most
34:15exciting uh opportunities that that get pitched so I'll give you I'll give you an example when
34:19I first arrived in the UK I had a suitcase and a credit card and I'd never been above the equator
34:24I arrive in London and I'm going to launch a business in London and within the first two weeks
34:29I message all the people who are influential in in my industry and I basically say I'm I'm hosting a
34:35dinner party there's going to be about 30 amazing people there who are The Who's Who of the industry
34:40um I've just arrived from Australia if you'd like to come along to the dinner party let me know
34:44and I'll um allocate a spot to you and within two weeks I'd filled 30 spots at my at my dinner party
34:51and they were all people who had massive databases the biggest database was like 600,000 people so
34:56so I've got this dinner party and I stand up and I say I'm Daniel Priestley and I've just arrived
35:01from Australia and I'm going to be launching a business here I thought I'd put together a
35:05dinner party just to kind of get to know everyone I've got my diary with me I'd love to make a time
35:11uh in the next couple of weeks to sit down and have a chat with you about how we could
35:14do a commercial partnership or a joint venture um as part of our launch I'll just come around
35:19and I'll make a time and um and and and then other than that enjoy the evening so I walk around and
35:25I book 28 one:1 me meetings for the following 2 weeks and everyone who I had a one toone meeting
35:31with knew that I had 28 other one to one meetings and they could see that I'd hosted this party mind
35:36you the party this dinner party cost like 1,500 quid it wasn't it wasn't nothing but it wasn't a
35:40lot so I then end up having these uh meetings and everyone starts agreeing to support my launch so
35:46I'm pitching into existence that we're launching this thing uh and then the biggest database with
35:51600,000 people they say yeah we'll support your launch so when we did the launch email campaign
35:56cign to everyone's database we booked hundreds and hundreds and hundreds of people we did two
36:02nights in Manchester two nights in um Birmingham Milton keing and then we did like three or four
36:08events in a row in London we did4 million pound worth of sales off the back of it in the first few
36:12months it was interesting that whole experience of just putting together a dinner party and getting
36:18everyone involved but it had with or without you energy what what's the sort of psychology
36:22underpinning that is it like scarcity what is it that's causing with or Without You energy to make
36:28people choose to buy from you or go with you I think people like to get involved in something
36:33that they feel is happening um and it also demonstrates that you're a key person of influence
36:40that you're actually an influential person in your industry that you have the confidence to say I'm
36:44I'm putting this on and it's going to happen we're going to make the movie we're going to launch the
36:47business we're going to do the thing we're going to raise the fund you you're free to join or not
36:52uh totally fine uh it's there's no neediness and humans respond to the idea that they don't want
36:59to miss out on something that's going to happen um very rarely exciting things happen right most of
37:04the time for most people everything's humdrum and then occasionally something exciting is happening
37:09and you don't want to miss out on something that's happening so you know I don't like no
37:13one likes neediness people like things that are happening and people like to flock around
37:18key people of influence so by demonstrating that you're a key person of influence who's putting
37:22something together people just naturally gravitate around that it's interesting it reminded me of an
37:27example from a company that uh I invested in five or six years ago and in one of my first
37:34meetings with them I looked at their website and they had this button on there that said um become
37:39a member now and I said we should try changing that to join the waiting list and when I had
37:44my first board meeting with this company they said Stephen of all the things you've done for
37:47us the most valuable thing you did was getting us to change that button from become member now
37:53to join the waiting list and I said why they said two two things happened the first is the
37:58amount of inquiries we got the amount of people clicking that number Rose by 500% the second
38:04thing is conversion went up by about 300% because previously just by changing a couple of words on
38:11that um button people would click the button they would then get scheduled an appointment to have
38:16a tour of this um facility they would then not even show up for their tour they would because
38:21they didn't value it the minute we changed it to join the waiting list and then they got an
38:24email saying hey you've been selected for Q jump or whatever they would never ever miss the tour
38:31and if they were late for the their scheduled Tour by 1 hour they would profusely text and apologize
38:37and try and reschedule tiny shift tiny shift in just a couple of words not a tiny shift because
38:44if you look at how human psychology works in order for someone to want to buy something they have to
38:49be about 100% certain in order to join a waiting list you only have to be 5 10% certain that you
38:54want to do something and people like to warm up to things a little bit slowly so join the
38:58waiting list means that hey you only have to be slightly sure that you want to do this then the
39:04uncertainty of do I get through or not I've joined the waiting list I've made a micro commitment now
39:10it's there's a an uncertainty Gap and it's like oh I need the certainty I need to know whether
39:15I'm off the waiting list or I'm through to the next phase so now we enter a different like oh
39:20will I will I or won't I get through but it also gives the business a great opportunity to warm
39:25people up so you talked about doing a tour of the club let me give you some other examples um
39:30glastenbury music festival they tell people that they can't book a ticket they can only register
39:35for a ticket um that they're interested in a ticket so a registration of interest but not
39:39a ticket sale so what they do is they get 700,000 people to register interest and then they tell you
39:45slowly who are some of the bands and they warm you up to will you get it or not and they tell
39:49you 500,000 people are now registered 600,000 are registered 700,000 are registered and they
39:55said but there's only 4,000 tickets so then they say we're going to make the tickets available at
40:01500 a.m. so only the True Believers are going to be there only the true music fans who are willing
40:07to get up early and then there's this whole like suspense and excitement of like will I
40:12get a ticket or not people set their alarm in the morning they know that 700,000 have
40:16registered 140,000 will get through so they just fight for those tickets Rolex had a massive uh
40:23breakthrough in the way that they uh in becoming a Big Brand when they stopped selling Rolexes and
40:28they started selling the waiting list so you can't buy a Rolex the way it works with a Rolex is you
40:33go into a Rolex retail store and the only thing they will sell you is getting onto the waiting
40:39list so they won't actually sell you a watch so first you will have to get on the waiting
40:44list and register and then about 6 months later they'll say good news uh we have the watch that
40:51you want available but it's only available for 3 Days right other than that we can hold it for you
40:55for 3 days but after that that we'll have to sell it to somebody else and essentially everyone goes
41:00rushes down and gets the Rolex so that cycle of join the waiting list and then make the sale is
41:07brilliant and this translates perfectly for people at the early stage of the entrepreneurial Journey
41:12because it doesn't matter whether you want to do a rocket to Mars or whether you want to launch a
41:17cupcake business or you want to do a fashion brand or you want to do uh a service of bookkeeping and
41:22accounting all of those you can launch a waiting list with minimal cost um set it up very simply
41:27and basically um you use a template boom you you've got a waiting list and you can also collect
41:32the data so you can't just join the waiting list name email answer five questions to get on the
41:37waiting list how much are you willing to pay what are you trying to achieve what's your biggest fear
41:42of that could go wrong what would you try if this didn't exist so you ask a few of these questions
41:47and then people get on the waiting list you've got all that data when people hear that they'll
41:53think that putting someone through a set of sort of rigorous questions to give them access to the
41:57product on the other side would would deter most people but it reminds me of a psychology study
42:02that I read about then wrote about in my last book where they got two groups of people um and it they
42:08had a boring Community Forum online as the sort of the product they let one group of people straight
42:15into the boring Community forum and then they asked them how much they appreciated and found
42:20value in the boring Community Forum that group of people said it was boring right then they had
42:26this other group of people in this study and they didn't let them into the boring Community Forum
42:31they made them go through a rigorous selection process and the people that got into the boring
42:37the same boring Community Forum when asked in surveys after how much do you value the boring
42:41Community Forum they said it's great yeah and it's the psychological bias because you've had to fight
42:45for something what you what you're describing is Harvard yeah it's Harvard University it's exactly
42:51that it's the same University subjects that everyone teaches but it's hard to get in yeah
42:56um I use one of the other strategies for building a business is waiting list but also discussion
43:01groups so one of the things we do when we launch a business is we don't launch the product or service
43:05we launch the discussion group so the first thing is um let's say let's say I was going to launch
43:12a gym in wesworth I might say we're going to do weight loss wesworth an online discussion
43:17group on WhatsApp and we' just promote the hell out of that group and if we had 4,000 people in
43:21that group we could then launch a gym pretty easily off the back of the discussion group so
43:26I'm a big believer like in weight list discussion groups anything like that that is super fast low
43:32risk low cost these are the best ways to start businesses that that you you you know and you're
43:37collecting data you're getting people to answer questions to get in and you're learning about
43:41what the product Market fit probably is going to be the right product for those people in ones
43:44worth exactly and sometimes you get very surprised you you find out that Oh I thought that this was
43:49going to be for men who want to build big muscles but it's actually for women who are excited about
43:54CrossFit it's like oh okay didn't didn't know that like now I've asked the questions I'm finding out
43:59that it's slightly different to what I thought I thought everyone would love red but everyone
44:02loves blue uh okay we we can we can do that so in those early stages of of business you want to
44:09when I said uh before about conducting fast cheap experiments waiting lists discussion groups online
44:14assessments are amazing so an online scorecard or an online assessment great way to think of them is
44:19a Readiness assessment so Readiness assessment like are you ready to launch a podcast answer
44:2410 questions to find out are you ready to build your brand answer 10 questions to find out are you
44:29ready to be an investor in this type of investment answer 10 questions to find out so it's an online
44:34assessment where you answer a series of questions to get a Readiness score and then based on the
44:39Readiness score uh you people will then find out if they're 30% ready 40% ready and people
44:46love these Readiness scores this is one of the fastest ways to test an idea and getting signals
44:51of Interest everything is Downstream from lead generation in business so you essentially have
44:55to uh you have to generate leads and then you figure out if you've got a business or not so
45:01the fastest you can get into the lead generation the better one of the worst things that people
45:07do when they're starting a business is that they think that having a business is about the supply
45:13side of what they're doing supply side means your ability to look after a customer and keep
45:17a customer happy but actually a business has to start with the demand side it's you've got to test
45:21the demand side before you test the supply side if you can't manufacture demand there's no point
45:26manufacturing Supply it doesn't matter you know if you say oh I you I've come up with this chili and
45:31basil flavored ice cream great you can make that but does anyone want that right you got to check
45:36out whether you have the ability to to get that um product into a market so what I see so many people
45:44they take qualifications they get certifications they might raise money they might set up a venue
45:50they might book an office they might buy laptop computers all of this stuff and they might spend
45:55SP 3 to 6 months doing that and then finally after all of that they then experience oh no
46:01one's interested in this now what do I do with all that stuff so in the Chilean ice cream example
46:06what should they have done join the waiting list we're launching Chile and bzel ice cream if you'd
46:10like to try it and taste it join the waiting list people don't know what they want though because in
46:15the ice cream example it's a taste thing right so it sounds good but in reality it could be re like
46:20so I mean this is a crazy idea it's a terrible idea that we're but but anyway let's let's go
46:25with it um so you you create a waiting list where we're doing really wild flavored ice creams and
46:30it's crazy flavors like chili and Basel ice cream and salt and pepper ice cream and blah blah blah
46:36if you're interested in really different exciting new flavors of ice cream join the waiting list and
46:42we will invite you to a taste tester um when it's ready you'll get to come to an exclusive
46:47event where you get to try and test our latest recipes in in central London so now you promote
46:53the waiting list and you see can I get lots of people and some of the questions might be which
46:57flavor are you most looking forward to are you looking forward to octop octopus ice cream are
47:01you looking forward to you know which one right so you go through and you they answer all the
47:06questions and then they join the waiting list then you say join the ice cream Discovery discussion
47:11group right so now they're in there talking about their favorite ice creams and what crazy flavors
47:15they like and you can actually have a daily poll and you're doing that all in WhatsApp and then you
47:20say now come to the the event that we've got the taste testing event you could launch the ice cream
47:25assess all right what kind of what which type are you are you the Savory ice cream person or the
47:30sweet ice cream are you the you know so you could have four ice cream personalities and they take
47:35the test and find out which ice cream personality they have so you can do all of this stuff for free
47:39or almost for free without making a scoop of ice cream right none of this stuff involves actually
47:44any commercial kitchens none of it involves packaging or branding or any of the expensive
47:49stuff you're just doing the things that's testing whether people are actually interested in this and
47:53if it's crickets if you put a lot of effort into trying to get people interested in this and you've
47:58got 12 people in your little group and they're all you know sadly looking at each other going where's
48:03the basil ice cream you know this is never going to fly if it you know I was thinking there some
48:09people might come to the discussion group you know your friends whatever your mom comes down she goes
48:13yeah your ice cream's great Daniel well you want to do cold Outreach cold Outreach I don't know
48:19how long we're going to talk about ice creams but cold Outreach is is where you essentially
48:24make um a list of all the communities and groups that exist online all the all the accounts that
48:29already have followers and you just cold Outreach a thousand people and and get them involved but
48:35Daniel what if someone steals my idea well my my experience tells me until you've got a Ferrari no
48:43one steals your idea yeah people steal ideas from people who have Ferraris right so it's that bias
48:48towards if you've been successful in the past then your ideas are worth stealing the beauty of having
48:53nothing is no one's going to steal your ideas ever they're going to look at your account on Instagram
48:57and go oh you got no followers and you know you haven't got a Ferrari so I'm not going to steal
49:01your idea so you've got this great Advantage when you're starting from zero that no one no one will
49:06steal the idea and here's the other thing ideas aren't worth anything uh here's a great idea
49:12let's rip down all the old buildings in London and build brand new buildings what's that idea
49:16worth trillions well it would be worth trillions if we did that well actually no the value is for
49:22the person who does it so if someone else steals your idea does it they deserve the money right
49:27let them have it they're better at executing get on with the next idea and be better at executing
49:31next time so if someone's able to execute better and faster than you they deserve that money that's
49:36fine let them have it get on to the next idea thinking about it like this podcast there's lots
49:40of there's like three million podcasts a lot of podcast the idea itself to start a podcast isn't
49:45where the value is derived from no so much of it is pitching and um and also the commercials behind
49:51the scenes you know creating the right offers making sales so this is the other other thing
49:55that early stage businesses need to do you got to stop calling yourself an entrepreneur and start
49:59calling yourself a sales person you're going to get out there and make sales in the early
50:04days so a lot of people are really uncomfortable with the idea of making sales but that's what an
50:08entrepreneur does an entrepreneur is a salesperson especially in those first couple of years you you
50:14are the chief salesperson if you can't sell it nobody's going to sell it I've the heard of a lot
50:18of these topics is this idea of failure because you're talking about experimentation we're talking
50:24about ask with all these things and people's relationship with failure seems to correlate to
50:29their eventual success over the last couple of years in particular especially from doing this
50:33podcast and a lot of other more recent businesses that I run I've realized that that experimental
50:39mindset the type of person that quickly runs the test versus sits and procrastinates for years
50:44is really the winner in most Pursuits and then I studied Amazon and Jeff bezos's shareholder letter
50:51says this has to be the best place in the world to fail I looked at booking.com and they have that
50:55moment where they launched their experimentation platform because they were sick of arguing about
50:59what the best feature was in the boardroom I look at Thomas Watson back in I think 1950
51:04or 60 where he says um one of his employees had just made a huge mistake which cost the company
51:10$600,000 and he's asked in an interview are you going to fire them and he goes fire them I just
51:15spent $600,000 training them these people seem to have a different attitude towards
51:20the value of failure yeah this goes back to the school system the school system is designed for
51:24component labor and you don't want components to fail um what we're doing now is different so we're
51:30especially now we're entering entering the age of AI so in in a post AI world most of the things
51:36that we think of as valuable that the school system could possibly teach us are not going
51:40to be very valuable very long so functionality versus Vitality when something is functional it
51:47performs a task reliably when something is vital it's Irreplaceable life force energy so what we
51:53have to do is recognize that the value has swung from something that is reliably able to perform a
51:59task to something that breathes life force energy into into a project so I know this is kind of
52:04woooo but essentially this is the difference when you are breathing life force energy into
52:11something you're okay with failure we're we're just conducting experiments we're finding the way
52:15that works and we just found 900 ways that don't work and now we're going to find the next one and
52:19you you're bringing something into existence it's just like being a parent you know when when you
52:24see the child P down you you get the child back up and you get them on to the next thing and when
52:29we learn riding a bike we have to go through falling off the bike so there's all of these
52:34experiences that you know what it's like to bring life force energy to something and that involves
52:41a process of failure um and then functionality if we're really um putting our value around the
52:49idea that something has to be functional or that I have to be functional that my value is in my
52:52functionality then failure is such a bad thing so this is a big difference in how the pendulum is
52:58now swinging we have to remove the idea that you are valuable because you're reliably functional we
53:03have to swing it back to this idea that you're valuable because you breathe life force energy
53:07into something for someone that doesn't know the definition of Life Force energy how would
53:11you define that so this word Vitality has two definitions Irreplaceable and life force so
53:17if something is vital it's Irreplaceable and it's life force so you need to find something that you
53:21are the Irreplaceable life force you pitch it into existence you create it you innovate it um you
53:27take ownership of it you enroll others into it um that's the alignment kind of thing you're talking
53:32about you're aligned to that thing yeah you fully expressed your life you're enjo you're enjoying
53:36this because it's your life Journey um and uh you know we're so tuned out from from the idea of
53:43this that that essentially we have to relearn what the hell does this even mean this definition life
53:48force energy is what kids do right think about you know everyone's talking and everyone's serious and
53:53then a 5-year-old bounces into the room look what I found right and it's like look there's mud and
53:58there's this and there you know it's like whoa and suddenly everyone's disrupted and they bring
54:02energy into the house they bring energy into a room so they just know what it's like to fully
54:07Express themselves and breathe life force energy into something let me give you another example
54:12they're magicians and they have these like fake thumbs and these things those fake thumbs are
54:20functional things right there's a functional thing called a fake thumb and that's how you do
54:24the magic trick but it doesn't mean that everyone who has that fake thumb can do the magic trick in
54:30fact some people do the magic trick and people go you're just wearing a fake thumb right then there
54:35are magicians who completely make you believe in the magic and they're using just the fake thumb
54:40as well they're just doing the same functional thing as the other magician but they're so good
54:43at doing it they're so good at enrolling you in it they're so good at getting you your attention and
54:48your engagement and your beliefs align to what they want you to believe that suddenly bringing
54:53that magic trick to life is what the magician is doing when you study magicians you realize
54:58that it's not about the gadgets it's not about the functionality it's about the way they do the trick
55:02it's the way they breathe the life force into the trick so the the life force is the magic it's the
55:08way you it's the way you bring it to life so the idea that I noticed years ago when I wrote the
55:13book key person of influence was that there are these people who make stuff happen around them
55:18um and the these people they build reputation their names come up in conversation they have
55:23more fun they build reputation all that sort stuff happens and when they're involved in something it
55:27all comes to life and when they're not involved in it it almost dissipates it get something magically
55:32doesn't happen um your involvement in 40 different country uh companies people would ask the question
55:37but how are you involved in 40 different companies and the thing is that you're not functionally
55:42involved in 40 different companies but you're breathing a life force energy into 40 different
55:46companies there's something that your your energy brings that stuff happens with you involved that
55:52wouldn't happen if you weren't involved you're the IRL life force and if that Irreplaceable life
55:58force comes gets gets removed the result won't be the same if you're involved the result will
56:04be different and that's what people want from you and it's not functionality no one's saying
56:09can you come and work in the office it's very very interesting very very true and I the two
56:13sub questions that spiraled off that were how does one know and does one need to know what
56:19their Vitality their life force energy is do we need to know and is there a way for us to find
56:24out what it is we need to get into environments where it becomes normal to explore this stuff and
56:31we need to be around people who are full of life so when you are around vital people you discover
56:37things about your own Vitality you've had this experience of launching a podcast that gives
56:41you access to the world's most interesting people and me um and you've got this uh I bet from every
56:48single person you've raised your energy you've raised Your vitality something inside you was
56:53awoken in each and every interaction that lifted your vibration up when you're in a low vibration
56:59environment where everyone's functional everyone is suppressing their life force in order to be
57:04functional you essentially just resonate with that and you suppress your life force in order to be
57:09functional so we need to get into environments where Vitality is the norm uh where we raise
57:14our energy where we feel good about thinking about vision mission and values and we feel
57:18good about exploring origin and what what value that might add to the world um it feels normal
57:23to be conducting experiment it feels normal to be making sales um it feels normal to want to
57:28be a key person of influence in your industry um it feels normal to have a conversation about what
57:34resources already exist on the planet and how they could be used differently so all of those things
57:39happen inside the right environment so I have a saying that environment dictates performance
57:44I went into a number of Prisons with a charity called key for life and what we discovered is that
57:50a lot of these young men are entrepreneurs but in their environment the product that you would sell
57:56is an illegal product but they in that environment the only successful entrepreneurs they come across
58:01and the only successful entrepreneurs they meet are selling drugs so they go oh that is my pathway
58:06that's what I do that's my mentoring that's the environment if you were to take these same
58:10entrepreneurial spirit that these young men have and showed them oh here's an IT services company
58:15they'd go start an IT services company or here's a book publishing business oh okay now I'm going to
58:19be a book publisher so these their entrepreneurial Spirit the only place they saw in the environment
58:25of someone who's on the rise was this drug dealer friend so they got involved in it so environment
58:29dictates performance what we need to do is we need to find environments that lift us up what if we're
58:35not in an environment that lifts us up because there's going to be a couple of million people
58:39right now that are that when you've described the definition of Life Force energy and you've also
58:43used the word stagnation as almost the antithesis of that they're thinking oh my God I would love
58:48some life force energy I'm in a corporate job in the city I've been doing it for 10 years I'm
58:54I'm institutionalized in this place because I've been here so long that I don't even know what the
58:59outside world would look like and I've got these ideas but I've been they can feel their soul has
59:03been drained to some degree got a mortgage change well change environments for at least an hour or
59:08two a week and what I mean by that is I'll give you an example when I was 21 I was going out to
59:17pubs drinking with friends all the time we're getting drunk and that was the normal night and
59:20there was this one night where these people turned up who did laop uh Latin Jive dancing and I looked
59:26across the room and I saw them Jive dancing and I went oh that's incredible and I get talking to the
59:31the guy and I say how did you how do you do this and there's like six beautiful girls and this one
59:36or two guys who they're all waiting for a spin and I'm like how do how are you doing this he
59:41goes come to dance classes so I'm like go to dance classes that's I would never go to dance classes I
59:47rock up at dance class and then when I was there I was in this environment where it was completely
59:51normal to dance that was just the normal thing in that environment you grab a partner and you the
59:57music comes on and they show you the moves and you do the moves when they demoed the moves and
1:00:01I can vividly remember this from 20 years ago when they demoed the moves I thought to myself
1:00:05there is no way I'll learn that in 3 months and then by the end of that first 2hour session I'm
1:00:11doing the whole routine and I'm comfortable with it I'm like wow I can do this so being in the you
1:00:17can't do it outside of the environment you can only do it in the environment so entrepreneurship
1:00:21is an environment thing you you do it inside an environment and you it's very hard to do that
1:00:27outside of the environment so you basically have to find entrepreneur meetups entrepreneur groups
1:00:33um you you find a mentor uh you you know in every city around the world right now there
1:00:38are entrepreneur meetups every night of the week uh online there are entrepreneurial events every
1:00:42day of the week so you just get in you just get in the environment there's this thing called social
1:00:47shedding which I've never actually shared with anybody before but it's this idea that when you
1:00:51take that first step into dance class and you get to see behind the curtain of another world
1:00:56you slowly no longer resonate with your other friendship group and what and there's often a
1:01:01friction there where they say oh Dan you Dan's D they start cracking the jokes oh Dan's a ballet
1:01:06dance and now Lads and what they're doing there is it's somewhat linked to this phrase misery
1:01:11loves company they don't want you to leave no one wants you to change you're Dan Priestly we
1:01:16know you as this do not change your identity if you try to change your identity we will mock you
1:01:22we will disguised as a roast and we will try and hold you back because if you change what
1:01:27does that say about us what that's that's holding a mirror up to me it means that I'm less than you
1:01:34in some way and I hear this from entrepreneurs or startup entrepreneurs that when they that
1:01:38decision to start building a personal brand or starting that cupcake business typically causes
1:01:45resistance from their existing Social Circle and then this decision whether they want to socially
1:01:50shed which means letting some of those people go if we were born at any other time in history
1:01:56you would grow up in a town get a job in that local Town go to school in that local Town um
1:02:03and everything would revolve around just the local issues of of that particular place you
1:02:07probably would know a thousand people for your entire lifetime and you'd have this very tight
1:02:11Circle there's something in our Evolution about being part of these little local communities and
1:02:16for the first time in history you can choose to be tapped into a global Community anyone in the world
1:02:22who who shares values or you want to share their values it's now freely available to to us there's
1:02:27something that feels very foreign about that because it's never happened for the last 5,000
1:02:31years and then there's something very exciting about this where you go actually I'm living in
1:02:35a different time now this is an incredible moment I think that what's happening is that we're going
1:02:39through an Empire shift and the current Empire shift is this Empire shift away from geography
1:02:44to digital which means that we connect on values and we connect on purpose and we connect on Origin
1:02:49Mission Vision and those sorts of things so what the larger shift that that's actually happening is
1:02:55this shift of do I want to play by the old rules of the geographical based system or do I want to
1:03:01play by the new rules of being in the cloud and in the cloud anything is possible because I can
1:03:06go anywhere I can do anything I can access any information I can connect with any person on the
1:03:11planet and as soon as you make this shift into the new Empire that's where everything starts
1:03:16to shift and now you so we all have to make that shift so the big shift is not even just changing
1:03:21your friendship group it's the courage to Empire it's the courage to say actually you know what
1:03:26the world is a very different place than what I was born into it's now going through a big change
1:03:30the faster I can actually get into this wave and surf this wave the better that's so interesting
1:03:35and one of those shifts from the old Empire to the new Empire is seen in building a personal
1:03:41brand because the old Gatekeepers of media and reputation were just newspapers and the radio
1:03:48and there was like you know 10 of those so you got to be lucky to get on one of those now in
1:03:52the new Empire in the clouds you can build your own Media company around you per Mission free you
1:03:58can digitize your value um you can connect with anyone in the world who resonates with what it
1:04:02is that you do so when we launched the most recent business um score app we launched it in London but
1:04:08because it was the pandemic um we ended up with employees all over the world and we've never had
1:04:14an office and we still don't have an office and it's this incredible business and what's
1:04:18happening is that we now have clients signing up every single day over 100 people sign up and we
1:04:23have clients in 152 countries I checked yesterday and they resonate with a message and there's no
1:04:30the business doesn't exist anywhere there's no actual place that you can go to visit score app
1:04:34it's just a digital business the employees are everywhere the customers are everywhere but what
1:04:39holds it together are these intangible things such as values and vision and the value that we offer
1:04:44and the ideas and the you know all the stories and all of that intangible stuff now exists in
1:04:49the cloud and the whole business exists in the cloud so it is an incredible time time personal
1:04:55brand is one of these incredible things where you don't need permission you can just go straight
1:04:59to the market you've done that um and anyone who resonates with your story your ideas you know your
1:05:06the things that you want to get done in the world they can just follow along um I I hate the idea of
1:05:12personal brand being like showing up and doing dances it's actually it's about sending out a
1:05:17signal of this is what I'm up to in the world and do you want to come along for the ride do you want
1:05:21to be part of that like are you up for this game that I'm playing do you want to do you want to
1:05:25take part in what I'm interested in so it's it's a connection it's it's not an image it's not like a
1:05:32voice or a a message that gets repeated over and over it's I'm up to something in the world and I
1:05:37would love more people to be part of that come with me I think him I heard Adam Grant speak in
1:05:42one of his books about the big misconception with personal branding is it that it's this
1:05:48kind of pursuit for fame whereas great personal branding isn't self-promotion it's idea promotion
1:05:54it's this is what I believe this is my perspective gather around if you think the same self-promotion
1:05:59sounds like we just won an award last night at the marketing Awards and you're all on the table
1:06:02taking the selfie we are amazing that doesn't cultivate a personal brand personal brand is this
1:06:07is my perspective on the world um if you've got the same perspective which we call idea promotion
1:06:12come join me it's not look at me it's look at this yes it's not chasing the spotlight it's becoming a
1:06:18spotlight and spotlighting the thing that matters most and it's it's shining the light on something
1:06:23else especially on an idea so we see people online who are Shameless self-promoters I went to the gym
1:06:29today look at my avocado on toast with chili flakes and they're saying look at me look at
1:06:34me look at me and the people that we most want to follow are the ones who say don't look at me
1:06:39look at this this is what's going on in the world and this is what you should you should be excited
1:06:43about this um and and that's the difference because on the surface we might see you and say
1:06:49oh you know Steven's all about like look at Steven it's like no no no you're missing the point if if
1:06:54you think it's about that you've missed the point he's shining a light on something that's going on
1:06:57in the world and he's bringing stuff into the spotlight he's not trying to say check me out
1:07:02he's saying check this out it's interesting that the podcast was the most accelerating thing for
1:07:07my personal brand and it's really bringing people here and then do my very best to listen as much
1:07:12as I can which is interesting right because we've kind of cultivated it's almost like the
1:07:15campfire we've cultivated more people sat around the campfire listening to conversations like this
1:07:19it is incredible that these times that we're in these are the conversations that would have been
1:07:24behind closed doors 20 years ago and you would have been incredibly privileged to be able to sit
1:07:31and listen in on those chats and now they've been democratized these type of high level conversation
1:07:36the types of conversations you have that you share with the world uh you've democratized
1:07:41something that was once a very elite activity and you've made it freely available people I've I've
1:07:49come to learn especially over the last couple of years about the importance of people you talked
1:07:52about people at the very beginning of this conversation hiring people finding the right
1:07:56people to join you in your mission how Central to being successful in both business but just
1:08:01more broadly in life is assembling the right group of people so business is a team sport there's no
1:08:08there's no getting around it I don't believe in solopreneurship I don't believe that you can be
1:08:12a oneperson entrepreneur I think entrepreneurs are team players and that they assemble teams um they
1:08:17put together teams of amazing people sometimes they put together teams of ordinary people at
1:08:21the beginning and then they become amazing people so I'm a believer that two person co-founders or
1:08:26a Founder plus an assistant is a great place to start four person campaign teams eight person
1:08:33core teams 30 person performance teams so I love the British military's approach to team building
1:08:39uh so in the British military they have two person scout team four person fire Team 8 person section
1:08:4430 person platoon so they go 2 4 830 and um I I've used that myself in my own scaleup approach where
1:08:53if if there's a new idea we put two people on it once it's proven four people are on it once it's
1:08:58up and running eight people are on it once it becomes a business that has its own Standalone
1:09:02value 30 people are on it so it's 24830 um and that's been um that's been a British military
1:09:09learning uh that that I that I kind of went well if they've done 400 years of HR experiments why
1:09:14wouldn't I just learn from how they organize their teams is there anything you've found
1:09:19that is consistent across all of the best people you've hired worked with co-founded a company with
1:09:25partnered with is there any consistent thing I'm I'm always looking for complimentary energies so
1:09:31here's what I'm looking for uh in the deck of cards there's four suits so you got clouds so
1:09:37head in the clouds Spades doing the work Hearts connecting with people diamonds money Finance
1:09:43data so I always look for a balanced team of someone who's Visionary with someone who's a
1:09:49Spades person doing the work Implement someone who's heart connector with someone who money
1:09:55or or data so I'm looking to try and perfectly balance my team with the four suits and I've seen
1:10:01Visionary people who get nothing done because they don't have an implementor around I've seen amazing
1:10:05connectors who don't have anyone balancing them out so they never retain any of the money that's
1:10:11flowing around them because they're an amazing networker people are doing deals around them
1:10:15but they're not involved in any of it so for me it's the it's the connection between those four
1:10:22energies and when you get all four en firing um and in one team then you get the value creation
1:10:29and retention let's talk about money let's talk about it we're in a cost of living crisis in the
1:10:35UK and many countries around the world are either in or on the brink of recession so one of the most
1:10:41popular questions we've had at the dire of a CEO in the last 3 to six months is about money
1:10:46people's concern about their own money spending finance and saving if I'm someone out there now
1:10:51that has I don't know $100 or1 worth of disposable income every month or if I have a, or 0,000 what
1:10:59should I be thinking about as it relates to creating more money and making myself financially
1:11:04free the first thing is you just want to earn more um people massively settle for how much they could
1:11:11earn um so the first place to I think to invest is in yourself but here's the first principle
1:11:19the first principle is uh income follows assets income follows assets means that the more assets
1:11:24you have the more income you'll earn if I own if I want rental income first I need a house if I want
1:11:29dividend income I need shares um if I want to be paid as a brand ambassador first I need a brand
1:11:36so essentially the more we can accumulate assets the more easy and effortless the money flows so um
1:11:44we have to figure out well what assets could you accumulate and what assets could you formalize and
1:11:48own I wrote a book called 24 assets and I listed out all the different digital assets that are
1:11:52new economy assets that people could have things like brand and positioning things like databases
1:11:57things like company culture is an asset now so I talk about how do you formalize those things if
1:12:03someone's just starting out and they've got 100 a month to be to be perfectly honest trying to
1:12:08invest 100 a month or any of that it's not going to do anything it's not going to change your
1:12:12life but if you put that into your own skills and your own development um let's say you don't have
1:12:17negotiation skills well there are courses that you can take for $100 that give you negotiation skills
1:12:22let's say you don't know how to close sales you can take a a course on how to make sales let's say
1:12:27you don't feel confident public speaking you could do a public speaking course um so there are things
1:12:31that allow you to gain your skills the other thing too is money is relationships so if you
1:12:37don't have a lot of money you typically don't have a lot of relationships um you might have a limited
1:12:42number of relationships or a limited number of relationships with people who have a flow of
1:12:46money when you have a high degree of relationships with people who've got money flowing it's very
1:12:51effortless for that to flow to and from you as well so you might have to invest in relationships
1:12:56um when I arrived in the UK I knew that uh one of the places that I would meet interesting people
1:13:03would be private Banks so I didn't qualify for private bank but I went into a private bank and
1:13:08I said I'm going to be launching a business and of course it's going to be great and successful
1:13:11I want to bank with a private bank um can I do you have an entrepreneurs program oh yeah we did and
1:13:16they start selling me joining the entrepreneurs program now it cost me £600 to open an account
1:13:22with that private bank but they immediately invited me to dinners and they invited me to
1:13:27networkingsocial
1:13:44people for a dinner party uh we're going to have had burgers on the boat and he and he said oh
1:13:56great can I come and I said of course you can come it's your boat right and so he said great
1:14:01that'll be exciting so he basically said you can you can host this party on on my 100 foot boat so
1:14:07I reached out to all the people who I didn't know and I said hey we're putting together burgers on
1:14:10the boat would you like to come along and have some burgers with interesting people and then
1:14:15they came along and I made the investment into relationship um now the funny thing is a lot
1:14:20of people will say oh but you know someone with 100 foot yacht funny thing is I I think plenty
1:14:25of people who have a boat especially in Dubai it sits empty most of the time you could reach
1:14:29out to 30 people and say we're going to do it on someone's boat would you like it to be your boat
1:14:33with or without your energy so making investments into relationships is a really powerful thing for
1:14:39$100 a month personally what would I do with $100 a month take people out to dinner that
1:14:43would be my number one investment i' I'd probably be taking people out to dinner why the investment
1:14:49into the relationship so I would be inviting the most interesting people I could possibly invite
1:14:55uh if I had the ability for $100 a month I guess that's one dinner so I would reach out to someone
1:15:01interesting and say I've seen your story I've seen what you're interested can I take you out
1:15:05for lunch can I take you out for dinner it's my shout I'd love to get to know you a little bit
1:15:09better obviously don't do that with someone who's famous you get a hundred of those a day I get
1:15:13plenty of those a day reach out to someone who's not famous but who's accomplished who's successful
1:15:17who's who's a mentores type person not necessarily a superstar but someone who's a few ahead take
1:15:24those people out to lunch take them out to dinner would you say in that message that you know you
1:15:28talk about calls I talk about emails what what would someone have to say to you considering where
1:15:33you are in your life now with all the inquiries you get for you to actually go for a coffee with
1:15:39them um so bear in mind everyone's going to email you and say this yeah well it happened
1:15:49today actually someone said um Daniel I noticed in the background of one of your photos that you have
1:15:54an amazing Fender Strater I teach people how to play guitar um I would love the opportunity to do
1:16:01a guitar lesson with you and help you to shred on that guitar and it was really nice he had watched
1:16:06my podcasts in the past he had noticed the guitar he reached out with something that was valuable
1:16:11for me and he said I'd love to have a chat with you and teach you how to play some guitar and I
1:16:15obviously I'll have a chat with him while we do that but that was a really it was it was a
1:16:19very sense uh it was very it felt like a a good connection I also had a look at his um profile
1:16:27and he looked like a really lovely person you know who's who's getting on with doing stuff there's a
1:16:31bit of With Or Without You energy as well in terms of you know I can see this person's up to stuff so
1:16:37I look at that and I go he did some research on you mhm he offered you value in an area where you
1:16:42were potentially seeking or looking for the value yep oh that's definitely true if you've seen me
1:16:48play guitar but that's that's like the corol component and I I feel the same way that I I I
1:16:54try and figure out why sometimes I reply to these cold Outreach messages but 99.9% of the time I
1:17:00don't and it tends to be the case that the person will say they'll show that they've done some kind
1:17:04of research on me which is good for your ego like everyone has an ego you want to feel like someone
1:17:09actually cares and then they'll offer me something in return for by way do you know I did this to you
1:17:16I don't know even know if you remember you and I were both speakers at a conference right and
1:17:20we were in the elevator and i' prepared for you a really nice leather um briefcase and it had your
1:17:29I created the happy sexy millionaire thing and we we gave all the speakers one of those you weren't
1:17:34that special we had we had something for all the but anyway it was interesting cuz I actually have
1:17:40done that with you and we never ended up following up with you and you never followed up with us but
1:17:44here's here's the thing I want to share that no I want to share that because sometimes it
1:17:47doesn't work right sometimes you have to send out like when I sent out 3,000 cold DMS to LA
1:17:52launch a business I didn't expect 3,000 people to respond I expected 30 or 40 people to come back to
1:17:58me when I gave gave that to you do you remember it I remember getting a briefcase and I'm trying to I
1:18:02do I do quite a lot of public speaking these days so um we only had like a five like a two-minute
1:18:07interaction and I said hey this is a little gift for you inside we've created something for you
1:18:11have a look um was it something I had to scan was there something scannable in there yeah we'
1:18:16we'd built you a little landing page campaign yes I remember yeah I remember getting in the car and
1:18:20saying to my team oh this is cool yeah and then of course it gets past of the team and they're
1:18:24like yeah yeah fair enough put that on the pile of cool things um so the point is is I'm saying
1:18:30that to say these things you don't want to get hung up on the idea that one person's like in
1:18:36that same event we gave that same thing to another really well-known person they've gone with it and
1:18:41they're like um you know millions of followers and they're one of our clients now so we have wither
1:18:47without you energy which is when when my team do this we pick 30 or 40 people who'd make a amazing
1:18:53connections and contacts in our VIP Outreach team and then we reach out to them and we expect maybe
1:18:59two or three of them to get back to us so it's that idea of you know don't like if someone
1:19:05messages you and you don't message back it's not the end of the world there are other people you
1:19:08can message and there's a and look what happens there you go it comes around again it always
1:19:13comes around again if it's if it's meant to happen it'll happen so what about people you know so many
1:19:18members of my team speak to me and ask me about investing they have tens of thousands to invest
1:19:24or whatever but I'm curious about your personal investment thesis with a with a capital that you
1:19:28have spare what do you do with it to create more money so what does your portfolio look like it's
1:19:35extremely boring I stick any available Capital into S&P 500 what's the S&P 500 for anyone that
1:19:44doesn't yeah the top 500 stocks in the US so essentially any government that inflates its
1:19:48currency anywhere in the world that money will hit the economy and it will eventually make its
1:19:54way back to the top 500 companies in the US through spending or that Capital will end up
1:20:00being put into the S&P 500 which inflates so one way or another it's going back to the top
1:20:05500 companies in the US so it's almost impossible to beat the S&P 500 I hate investing it's not my
1:20:12thing I like expansive business creation I'm an optimist uh great investors are often pessimist
1:20:18they're very good at thinking what could go wrong and they analyzing risk I hate that [ __ ] so
1:20:23for me personally I want to as much as possible expand the portfolio of businesses that I think
1:20:27should exist in the world and I've always made my money by just saying I romantically like the
1:20:34idea of this business existing and I'm going to pour my energy into it and it's going to become
1:20:38worth millions rather than think about where I want to invest money I want to create something
1:20:42that's investable for other people to put money into because that's how you really make money so
1:20:46the exciting thing is not placing my own chips the exciting thing is creating something where others
1:20:51want to place chips in into that so let's talk about that Journey then yep that Journey from got
1:20:57an idea want to start that ice cream business that Chilean basil ice cream business whatever except
1:21:02for tens of millions except for tens of millions it I I get off the ground people love my chile and
1:21:06basil ice cream what what is the journey that anrea goes on from zero up until they exit so
1:21:12there's there's a key stages the first four stages where everyone gets caught is called chaos concept
1:21:17audience offer sales so you have to develop your concept so it's a good concept youel Val ated it
1:21:23you've conducted some experiments you're aligned to it other people are excited about it audience
1:21:28is that you engage an audience waiting lists dinner parties uh scorecards quizzes discussion
1:21:35groups all of those are great audience Builders y um offer is that you construct a packaged up
1:21:41offering so that people can buy something and that they that audience can now act on something and
1:21:46buy and then sales which is the ability to talk and discuss with your interested parties to Clos
1:21:53deals to actually get sales across the line and to do that predictably and reliably so for sales
1:21:57we established something called a rhythm of laps leads appointments presentations and sales and we
1:22:03measure our pipeline every week how many leads how many appointments how many presentations
1:22:06how many sales so those are the first four things concept audience offer sales and that should get
1:22:11you into the six figures of Revenue just by doing that the next thing is about team building you've
1:22:16got to establish a key person of influence who's got a personal brand Who's lead the leader of the
1:22:20company who's going to embody the brand and you got to build a team of eight people around them
1:22:25um a general manager Marketing in sales Finance admin um uh it media and operations those kind
1:22:31of roles and essentially you now build this core team of eight and um the key person of influence
1:22:38job is to engage bigger and bigger audiences and so they get out there and tell the story of the
1:22:42business they get on stages they pitch um they publish content they raise their profile they do
1:22:47joint ventures and Partnerships so they're leading from the front while the general manager or Ops
1:22:51director is making sure things don't fall apart behind once you hit about eight people you now
1:22:57have to digitize absolutely everything of value in that business so now you go through the whole
1:23:01process of digitization of the value so you're getting ready to scale which means for example
1:23:06moving physical relationships to a CRM some kind of data database or building a CRM uh formalizing
1:23:12your intellectual property um building a brand a company brand um formalizing your organizational
1:23:18culture uh getting into um really good investor relationship and and documentation governance
1:23:27so all of these are developing systems developing assets of the business um having online marketing
1:23:32and sales systems having an online way of generating a lot of leads reliably having
1:23:37an online way of making customers mostly happy most of the time so you're basically trying to
1:23:42build as many assets as possible what you're trying to do at about 8 to 10 people is raise
1:23:48revenue per person so let's say you got 10 people with 100,000 per person so you got a million of
1:23:52Revenue 10 people times 100,000 million of Revenue if you can add assets and get it to go to 1.1 1.2
1:24:011.3 million now you've got 130,000 per person so what you're trying to do is add as many digital
1:24:06assets as possible to get the revenue per employee or the revenue per person up once you see that the
1:24:12revenue per person is going up now you can add people because the more digital assets there are
1:24:18times by the number of people now you're going to be successful now the really hard jump is from 12
1:24:25to 30 from 12 people to 30 you're too big to be small too small to be big very difficult
1:24:30time in any business's life um and what you have to do is go through a transformation of a small
1:24:35team of rebels and misfits to a professional team that's that's manufacturing value a lot
1:24:41of people have to go unfortunately some of the earlier people who were there because they could
1:24:46breathe and had a pulse and all of that sort of stuff they uh unfortunately have to go find a
1:24:52new startup and you now have to go and bring on team members who come through recruiters with a
1:24:57proper process and who they go through an an an entire process of how they join the team they're
1:25:03on boarded correctly and now you transform into a more valuable Professional Organization once you
1:25:10hit 30 you've got a five person executive team plus a non-executive director and an advisor and
1:25:15then you've got some teams of teams and now you're doing 10 million of Revenue 3 million
1:25:19of profit and now you're exible have you got to make a decision earli that was a mouthful
1:25:24it's so true it's so it's so funny did you agree with that all of it I agreed with all of it the
1:25:28interesting thing as well is the part you said about of the first 10 people you hire very few
1:25:33of them are equipped or ready or able to adjust to the environment you have at 30 40 50 60 100t
1:25:40and it's and part of the re what I've noticed is that when there's 10 people you're requiring a
1:25:44different set of skills and you're you're thinking more about multi multidisiplinary individuals that
1:25:50can kind of wear a few hats but not do anything exceptionally well Swiss Army knives they can do
1:25:5425 things badly yeah exactly and then when you get to like 50 60 70 people it's really Specialists
1:26:00Specialists bread knife bread knife Cuts bread really well just that so on this then when we're
1:26:05thinking about our own careers we've got to ask ourselves that question which is are we
1:26:08a specialist that should be going into a company where there's 50 60 70 people or are we that kind
1:26:12of Swiss army knife that should be playing in startups and then going from zero to one versus
1:26:17like one to two yeah I have I've had to wrestle that with that myself I personally absolutely
1:26:22adore the first 2 million of Revenue that's that is where my fun that for me is fun it's where I
1:26:28find it exciting I become almost pathologically distracted once we hit 2 million of Revenue and I
1:26:36have to remind myself oh wait a second we've got a fast growth business here stop thinking about
1:26:41other things I really enjoy getting businesses past that first couple hundred thousand a month
1:26:48and then for whatever reason I'm like dreaming of a blank page I just want some like what if
1:26:55we did this what if we did that but here's the cool thing there are so many amazing people who
1:27:00are phenomenal at the 2 to 20 million jump so at the moment the person who's leading Dent Global
1:27:05is Glenn Carlson Glenn is I've known him since I was 14 years old and actually what he's phenomenal
1:27:12at at the moment we've discovered is that he's really really good at driving that next jump the
1:27:182 to 20 million jump so there's the Z to there's the 0 to 200 Grand like testing there's the 200
1:27:24Grand to 2 million which is like yeah okay this thing's got some legs there's the 2 million to
1:27:2920 million jump which is we're professionalizing we're become a proper business um we're becoming
1:27:34valuable we're getting all the right people what's shocked me because I've known Glenn
1:27:38for so many years is that we've just recently discovered that that's what he's suited to he's
1:27:43really good at the 2 to 20 million jump he's so good at recruiting talented people he's so good
1:27:48at pushing them through a process that weeds out like 15 amazing people down to two amazing
1:27:53people down to one how would you make the case to someone that's just heard what you've said
1:27:57about your companies and that you like that 0 to2 million phas what case would you make to me
1:28:03to admit what I'm not good at for the sake of my business because everyone can relate like I don't
1:28:11mean to share this without asking him but I'm sure like he's in control of the edit so he can
1:28:15take it out if he doesn't like it did you think I was going to do it Jack turned around to our team
1:28:19the other day and it was I've actually spoken to so many people about this moment since he said
1:28:23it Jack said you know what um Jack's run this podcast from zero so zero subscribers to where
1:28:29it is now 5 million subscribers Jack turned around at 5 million subscribers and was like I'm not the
1:28:34best in the world at doing lighting so what I've done is I've gone out and I found someone who's
1:28:38the best at lighting and they're going to teach me they're going to redesign my set 5 million
1:28:43subscribers he's getting someone else to redesign a set so that the lighting is amazing it takes a
1:28:47certain kind of person to put winning over ego I love that yeah you know what I mean and and I I
1:28:54think about there's so many You Know Jack probably didn't know the profoundness of that moment to me
1:28:59but someone who is applauded from every oh you've built the best you know whatever for him to go you
1:29:03know what there's so much I don't know he he role modeled humility and he role modeled um the idea
1:29:09of winning is better than uh being right right yeah um and overing is not underlings that a great
1:29:17company is great because you bring in overing not underlings uh so an underling is someone who's not
1:29:21as good as you are and an overing is someone who's way better than you are so it's that confidence
1:29:26to bring in the overing um all of my businesses have been great because overing run them uh every
1:29:32everyone who is in my organization is way better than me at the thing they're doing and I feel like
1:29:38like the conductor in the orchestra can't play all the instruments and probably maybe is okay
1:29:42at one instrument but actually their ability to bring in the best in the world uh at that
1:29:47instrument is what is what makes them a great conductor the ability to enroll people so the
1:29:52first thing I'd say is that there's value to be made at every level if you're watching this and
1:29:58you're you know you're not a founder and you're sitting there going all the people who make the
1:30:02money are the people who start from scratch and get something off the ground and look at Daniel
1:30:06and look at Steven those guys are the zero to one guys wouldn't it be great if I was one of those
1:30:11but I'm not well actually that's not true the truth is that there's there's incredible wealth
1:30:16to be created if you can take something from 2 to 20 million there's amazing wealth if you
1:30:21can take something from 20 to 200 million do you know this is worth mentioning one of the biggest
1:30:25opportunities in the world right now biggest there there's two major opportunities in the world but
1:30:29one of the biggest opportunities in the world at the moment is Baby Boomers who want to retire and
1:30:35a typical scenario is you get someone who's late 60s early 7s the business had a high Watermark of
1:30:41a couple of million and now it's dropped down to maybe a million or six High six figures
1:30:46because the person's semi-retiring and because the business has been on decline it's almost unsalable
1:30:53the person wants to retire and they just want to hand over the keys and they just want that
1:30:57business to go to someone who's fresh um and what they're willing to do is to do a vendor sale exit
1:31:04Cody Sanchez who had she talks about this I've done deals like this um and actually Jeremy with
1:31:09the 100 foot yacht that's how that's how he does it so you essentially you buy a business that
1:31:14the person wants to retire and you take over that business with fresh energy and you bring it back
1:31:18to its high Watermark so there are so many people who what would be suited for is not starting with
1:31:24a blank sheet of paper like me but they would actually go and find you know Bill and Sarah who
1:31:29want to retire and they want to do a deal where they get paid out over five years to hand over the
1:31:35keys to the business let's zoom in on this because a lot of people don't understand the concept of
1:31:39like a management buyout so I see Bill and Sarah they're running a laundry mat yeah well here's
1:31:45a real life example a real life example from a friend of mine uh is called kit King and basically
1:31:51he uh approached someone who had that business they built it up to I think a few million and then
1:31:56he the guy was ready to retire when when he walked in the orders would get printed out and put onto
1:32:02a spike and Spike number one was like this is an order and then when it was fulfilled it goes onto
1:32:07the fulfilled Spike uh piece of paper and then you know he this young guy comes in and he digitizes
1:32:13the business and he gets all the automated order thing flowing cost about 25 Grand to get in a
1:32:18specialist who could do all of that and then he basically re-engage the team the team were totally
1:32:25un I think there's about a dozen people and they'd not had a team meeting in ages they' not they
1:32:29was no vision for the business they' not gone and spoken to customers in in forever and then
1:32:34he comes in goes and talks to customers starts hosting some online events starts um sending out
1:32:40messages starts digitizing builds a bit of the brand and that business has I think grown like
1:32:45500% in like 2 years it's massively successful but he started with something that had been going for
1:32:5230 years in that example you don't necessarily need any money no no no this was no money down
1:32:56so you can create a multi-million pound business theoretically starting with zero money remember
1:33:03that remember that money is just a database so it's a database of the value so what you do is
1:33:10like if I want to buy a house I go to the bank and they lend me the money to buy the house if
1:33:14I want to buy a business the person who already owns the business is probably the most likely
1:33:19person to see the value in funding the business a bank probably won't but the person who is selling
1:33:25it let's say I let's say I go to Bill and Sarah I say look there's no question your business is
1:33:29worth 1.2 million I don't have 1.2 million I have a little bit of money that I'm going to invest
1:33:34into the business to grow it uh can I pay you the 1.2 million over 6 years 7 years and what we will
1:33:41do is this is my business plan you will be the board members chairperson of the board and the
1:33:48business will uh be the security for that loan so if we screw grew up and we can't make our payments
1:33:53you take the whole business back with everything that we've thrown at it everything that we've done
1:33:56at it you'll be able to take it back and sell it to somebody else if we skip our payments um
1:34:01so you're securing the purchase of the business with the business itself you're doing a business
1:34:05plan where it makes sense that the business could make the payments now think about it from Bill and
1:34:09Sarah's point of view they've got this thing that's driving them crazy they want to retire
1:34:12they want they want to go south of France they want to go spend time with the grandkids and now
1:34:16someone's coming along and saying yeah we're going to pay you 120 Grand a year for the next s years
1:34:20and if we don't then you your business back and if we don't you get the business back and if they
1:34:24believe you which is the key part if they believe in your ability to execute because and if there's
1:34:28and if there's no one else offering anything else they believe you and there's no other options it's
1:34:32a great deal now there are here's here's a crazy thing 65% of the value of all business equity in
1:34:39the economy is owned by Baby Boomers right now so if you were to take if you were to throw a dart
1:34:44board at all the valuation of every company in the UK or the USA there's a 65% chance that you hit a
1:34:50baby boomer right so it's it's it's incredible now all of those businesses have to be passed
1:34:55on somewhere now all of these young people they all want to have the latest psychedelic startup
1:35:00or you know something like that and they're like oh I don't want the elevator repair business that
1:35:04does 8 million a year you know it's like go get get involved in that right so that that's a huge
1:35:10opportunity mive the Arbitrage and opportunity here is boring businesses boring businesses that
1:35:15you can you can bring something to it you can digitize it you can make it interesting you can
1:35:20create a culture that's exciting the thing about a boring business boring Boomer business boring
1:35:24Boomer business right that get the URL I said that first trademark yeah could you guys grab
1:35:33the URL wait a second I'll get so the boring B business uh the bbbs what you know a business
1:35:41can be exciting it can do a boring thing but still be an exciting business you the way you
1:35:46run the team and the culture the the the the money that it spits out can be exciting you can use that
1:35:53business to sponsor a charity you know I've got a a friend and a client called Sebastian Bates
1:35:57he's got an amazing martial arts school that's in the UK and Dubai called Warrior Academy and
1:36:02he's used all of his he's very profitable he's now set up martial arts schools in Kenya Nepal all of
1:36:09these different areas that are um struggling areas now have a martial arts academy he set up his own
1:36:15charity and he's basically doing martial arts uh schools for kids who have never had any look out
1:36:21for them they're often Street kids and homeless kids they come into martial arts and they get
1:36:25taught life skills and martial arts and confidence and character but the point is is you can take a
1:36:29boring business and the way that you run it you can do you can launch a charity uh associated
1:36:35with it you could hire young people who are coming out of prison and give them a second chance to get
1:36:40started and that could be part of the excitement of the business there are so many ways to make
1:36:44a boring business an exciting business most of the times Bill and Sarah have given up on that
1:36:48they're just you know they've been doing it for 20 30 years they're not fresh um and the business has
1:36:53been in Decline anyway that's a huge opportunity massive way bigger than starting something new
1:36:57like if if I was starting from scratch that's probably actually where I'd probably start it's
1:37:02so funny that that never dawned on me when I was penniless in Manchester and I was very persuasive
1:37:07but my strategy for World creation was to pitch a brand new tech company because i' just seen that
1:37:13Social Network movie with Mark Zuckerberg whereas really I could have just you as you'd said gone
1:37:18for Bill's business and presented a young fresh dig to social First Vision um and and mitigated
1:37:25his Risk by and even if you wanted to do social chain you could have started by buying a marketing
1:37:30agency that was was already doing 2 million that's high water mark was 4 million and it's hared over
1:37:36the last six s years but it still has a core team and it's got a 20-year reputation and it has a
1:37:41contract with AWS and it has a contract with Harper Collins and it's like oh yeah we've got
1:37:46all these things in place you buy that business that's doing 2 million as a starting point point
1:37:52and then you say now I'm going to do social chain on top of that so now you go from two to you know
1:37:57whatever but rather than starting from absolute scratch you could you could actually start with
1:38:02a couple of million of Revenue just by just by going in and doing a deal with someone who's
1:38:06already got a starting point two key skills here the first skill is sales we've talked about that
1:38:12you have to be persuasive and the second key skill is even understanding the structuring of that deal
1:38:19MH you know and those are two different things but they're imperative what I've come to learn
1:38:23over the last 5 years is the people in my life that are the best wealth creators have those
1:38:28two skills they understand how to structure a deal and they understand how to sell the deal yes yeah
1:38:35sales is sales that demand creation the the doing the deal and structuring uh phenomenal skills um
1:38:43and everything that you want is on the other side of a structure that exists so with scor app uh 20
1:38:5122 AI comes out and I go oh my God AI changes the fundamental nature of this business we need to be
1:38:58on AI I thought the first thing I want to do is bring someone onto the team who is an AI expert
1:39:06so I approach Professor Andy parau who's the head of AI for war University and I say we're setting
1:39:11up an AI Advisory Board would you like to be on our AI Advisory Board here's how much we pay per
1:39:17year and would you like to join the board and he's like yeah I'll join The Advisory board so
1:39:22he comes and joins our Advisory board he starts making some recommendations about how we adapt
1:39:27to the AI challenge we didn't need anyone else that was absolutely perfect he brought with him
1:39:31a team of researchers who came in and worked on the back end of our system as well but what was
1:39:36interesting is that that happened in two weeks so from two weeks we went from no AI uh integration
1:39:43to having Professor Andy poto who's a PhD of AI who's got 25 year background of AI as our adviser
1:39:51because we set up an Advisory Board um so I just knew what structure to structure it is MH you know
1:39:58so how do I say can you help me I need to figure this out yeah you no but how do you someone that's
1:40:05you at the very start of their Journey they don't understand all these they don't have structures I
1:40:08mean it's hard because in theory you you know you go talk to a CFO and you basically talk to
1:40:14an experience CFO who's done a lot of m&a and you just say oh actually do you know it's even wild
1:40:20today you don't even need a CFO you go on chat DV act as a CFO explain to me what structures I would
1:40:27use to to do this um how would I structure a deal how would I structure a deal with this explain to
1:40:32me I would like to buy a business uh an existing 20-year-old business I would like to buy it so
1:40:38that um I don't have to pay anything up front and that the owners of the business finance my new
1:40:44ownership of the business act as a CFO and advise me on how to do that transaction and uh what's
1:40:49amazing is chat gbt will do a good job of that or a good starting point draft the heads of terms you
1:40:55can ask chaty PT today yeah dra draft the heads of terms for that deal review the draft of heads of
1:41:00terms to see if there's any emissions or mistakes would you have ch now that you've seen that would
1:41:05you do anything differently yeah I would change this send the email draft an email to the finance
1:41:11director of this company proposing that we acquire the business with no money down right asking for a
1:41:17meeting yeah yeah isn't it crazy that we live in this new era where the possibilities in terms of
1:41:23communication storytelling persuasion and the cost of um a sale have completely completely changed
1:41:31Dynamics have shifted a is changing everything we haven't realized yet have we if you think
1:41:36about how we're behaving no no no we haven't quite realized the potential of the technology we have
1:41:41we are like on the movie the Titanic when they hit the iceberg and they're all just like dancing on
1:41:46the thing and someone says oh it's an unsinkable ship and the guy with a white face uh says it's
1:41:53made of steel it will go down it'll sink when I first saw AI do what AI does I had that moment of
1:42:00like oh no this changes everything we've just hid an iceberg this is a fundamental general purpose
1:42:07technology that is going to change everything it's going to change every industry top to bottom
1:42:11everything's going to have to reorganize itself around an AI landscape but we're all pretending
1:42:16like it doesn't exist we're all pretending like this thing isn't doing what it's doing um but
1:42:21yeah there's one thing that AI disagrees with you on when I say AI I means Sam Alman um from chat
1:42:26GPT you said earlier business is a team sport now he has a WhatsApp group Sam mman the founder of
1:42:32chat GPT and in that WhatsApp group he's got a bet with some friends that they'll be the first ever
1:42:39one person billion doll company soon and they're guessing on the date of the first ever one person
1:42:45billion dollar company because with AI the team sport becomes you and a large language model like
1:42:51a chat P2 I think that it's directionally correct what he's saying the one person AI business will
1:42:59be beaten by the 10 person AI business and that like yes it probably will happen it like assuming
1:43:06out of course it will happen there will be a person who creates something using Ai and it and
1:43:10it'll be a standout thing but to replicate that again and again having what we will see a lot of
1:43:17is five person teams with a CEO CTO coo CMO CFO who work together as five people doing the work
1:43:25of 500 people using AI that'll happen definitely and that'll be rep you know that'll reproduce but
1:43:31to a degree business is is always going to be a team sport that essentially five or six people
1:43:37will always beat one because they're they're they're talking to each other and they're covering
1:43:42different angles and whatever AI strengths AI is very good at content but not context and having
1:43:49five people who share context and create a context together then the content can happen using ai ai
1:43:57without that context it doesn't know what to do so it doesn't have any purpose right now yeah
1:44:04to a degree it can start to it still needs a first mover on what is the context why are we doing this
1:44:10in the first place right now so well that's the one person um yeah I I agree with you that there
1:44:18is like we are at a time in where we can't see around the corner um we don't know what Society
1:44:24will look like but here's a few things I do know about I do know that as it as it stands right
1:44:30now humans are great at context and AI is good at content and if you can provide AI with an amazing
1:44:37context of to what it's meant to be doing it will fill in all the blanks but it needs the context
1:44:41first I know that Vitality versus functionality AI is great at functionality but it needs someone
1:44:47to breathe life force into it it's the human life force that we that we breathe that we breathe into
1:44:52things so it still needs Vitality even though AI does a lot of functionality and the warning
1:44:56that I have for people is that AI is very good at turning you into a Creator or a consumer so
1:45:02it essentially figures you out and it says oh Tik Tok huh uh how about we get you to spend 16 hours
1:45:08on Tik Tok um and and hypnotize you into spending way longer than you thought on this thing and the
1:45:14AI is really good at saying we'll drive you down the to the edges of how much someone can consume
1:45:20but it will also drive you to the edges of how much someone can create and one thing that is
1:45:24going to happen in the next few years is everyone is going to have to make a conscious decision do
1:45:29I want to be a Creator or a consumer when it in relationship to AI because if if you allow AI to
1:45:36use you it'll just turn you into a consumer you'll listen to more stuff watch more stuff do more like
1:45:41spend more money because AI is good at that or if you use it to build stuff and make stuff
1:45:46and produce stuff you will be doing super human levels of creativity because of AI but it's going
1:45:52to divide Society into consumers and creators okay very important announcement waited a long time to
1:45:58tell you about this last year I launched my very own private Equity Fund called flight fund with
1:46:03the aim of investing in great companies that are working to bring about a better future at
1:46:07flight fund we're committed to empowering the most Innovative Founders by providing not just
1:46:10funding but mentorship guidance and a network that fuels their growth since launching the fund we've
1:46:16invested in disruptors like SpaceX Zoey Hu whoop until and many many more and today I'm excited to
1:46:24announce that flight fund is now live on Cedar head to the link in the description below on
1:46:29this episode it will say flight fund and you can learn more about flight fund and why we've
1:46:49you're about to hear a lot of jargon and words across all types of media when it comes to diet
1:46:55culture please don't get caught up in the fads when it comes to your own health you must listen
1:47:01to experts and that's exactly what Zoe has Zoe isn't about restriction or removing foods from
1:47:06your diet it's about building sustainable daily habits that will make your life better forever
1:47:12they'll help you to discover how eating in the right way for your body with what they call
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1:47:23if you're looking to pick up new habits this year then use my code ce10 to get 10% off of your Zoe
1:47:30kit and do it right now work life balance Daniel oh work life balance um is it a thing is there is
1:47:39it possible to be wildly successful and not work exceptionally hard the people who talk about work
1:47:44life balance as a as an important thing they normally worked their asses off to the extent
1:47:49that they almost burnt themselves out then they had a to Jesus moment and then they now espouse
1:47:55work life balance in hindsight after having a massive breakthrough from the massive amounts
1:47:59of work that they did and that is typically the pathway towards the work life balance Guru so
1:48:08here's the unfortunate thing you've got to look at what you got to look at the statistics people who
1:48:12earn over 100 Grand uh typically work 55 hours but per week but there's work and there's work so you
1:48:21and I work enormous amounts of hours but we're not digging up roads we're not laying cables we're not
1:48:28doing boring repetitive stuff in most cases our work is creativity it's publishing things it's
1:48:33pitching deals it's sitting there in Dragon's Den analyzing what's going on it's doing interviews
1:48:39so there's a new style of work so when people get angry about work life balance and they say damn it
1:48:45work life balance has to be a thing it's normally because their Association to work is that work is
1:48:50such a negative thing and work is something you have to do in order to make money and when people
1:48:55say oh I do 55 hours a week and I love it they go well something's deeply wrong with you it's like
1:49:01you're toxic yeah you're toxic well actually it's app apples and oranges yeah I'm enjoying
1:49:07I'm doing something that's deeply fulfilling and passionate and I could do it from home and I do it
1:49:12online and it's digital and I see my kids all the time while I'm doing it and I actually don't feel
1:49:16like I even work that hard I'm just enjoying it but I am but I am doing that stuff keep in mind
1:49:20this if you're doing a lot of hard work that doesn't develop an asset simultaneously it's
1:49:26probably going to end up toxic you may burn out if you do a lot of hard work that simultaneously
1:49:31develops an asset the asset value eventually takes over and then you're working completely by choice
1:49:37so simplify that as if I was a 10-year-old if you create podcasts and those podcasts go onto
1:49:44YouTube and that people can watch them a year later 2 years 3 years later you've developed
1:49:49something that has a life of its own and it's going to continue to create value without you
1:49:53having to physically be there so if your work is creating a byproduct of an asset if you own the
1:49:59company that you started and you own the shares in that company and that company becomes more and
1:50:03more successful and the equity value becomes more and more valuable you're building your
1:50:08work is creating a valuable asset um if uh like my wife you renovate horrible properties into amazing
1:50:14properties her work creates income and an asset simultaneously what's the opposite of that where
1:50:20you're working but you're not creating any assets well Uber driver I used to work in McDonald's for
1:50:25two days I worked in McDonald's as well I loved working at McDonald's the asset that I created
1:50:29was a deep uh appreciation for systems but the the problem with being an Uber driver is that you can
1:50:37actually do 16-hour days however at the end of 16 hour days that's it you've earned that amount of
1:50:43money and you've not developed any additional asset uh you've just performed a role um so
1:50:50you're not building simultaneously an asset the people who love their work and don't burn out are
1:50:55the people whose work creates income and asset at the same time and they're doing something that's
1:50:59fulfilling and passionate and an asset could be reputation skill deep skills yeah something
1:51:05something that has a life of its own something that lives beyond the the day that you created it
1:51:11Daniel thank you so much um we do have a closing tradition on this podcast where the last guest
1:51:15leaves a question for the next guest not knowing who they're leaving it for and the question left
1:51:19for you is what is the one thing you'd wish you'd known about sex and relationships in your
1:51:27youth that you later learned the the a lot of the enjoyment of sex is the relationship that you're
1:51:36having with someone outside of that moment um so in my youth I saw sex as a standalone thing that
1:51:44was a compartmentalized thing and essentially you know if you can pick up and have sex then that's
1:51:49a win but you discover pretty quickly it's actually empty and meaningless and and also
1:51:55awkward and really awkward the following day and all of that sort of stuff whereas when you find
1:52:00someone who you really love and you're building a life with them and you're uh sharing highs and
1:52:04lows with them and there's a deep connection then it's actually something that is it's almost like
1:52:11an ingredient that is infused through all of that um so it's it's very linked to love and connection
1:52:17and life does that fit into your framework of function and functionality and vitality yes so
1:52:22so it's either done from a space of love and life force energy or it's done as something that's
1:52:26functional probably something that people have to go through to experientially learn I think that um
1:52:32you know that there's you know the the other thing for for young men is that that that the the way
1:52:40that sex happens for a man is different to how it happens for a woman and that you you know you may
1:52:45have a feeling or I had a feeling when I was uh a young young guy in my late teens early 20s that I
1:52:51was lovable and unattractive and um and that no one would want to have sex with me so I'd have
1:52:56to trick them into you know having sex through pickup lines or things like that and actually
1:53:02when I built my confidence and when I built who I was as a person then it actually became much more
1:53:08of a natural experience um and uh I'm not sure what I'm trying to say here it's not go energy
1:53:14you were describing the way you don't necessarily need the sale yeah with or without you energy that
1:53:19definitely happened um yeah so you know when I became an entrepreneur and I was speaking in front
1:53:24of big audiences and wrote bestselling books and all of those sorts of things I had much more With
1:53:28or Without You energy and the beauty was is that when I met my wife I was in a really great space
1:53:33where I you know she was she had wither without you energy I had wither without you energy and we
1:53:36recognized each other as um great an amazing force of collaboration and partnership and we realized
1:53:47that one and one would be 11 in this situation and actually it was it was uh a magic moment I knew
1:53:52I was going to marry her within about 12 hours Daniel thank you so much for your time you have so
1:53:58many the incredible books um that are real Smash Hits and it's funny that these books are growing
1:54:03in popularity despite the fact that times are changing which I think speaks to how Timeless they
1:54:08are and you create a lot of content so I think if people want to hear more from you on an ongoing
1:54:12Bas basis and continue with this sort of Education that we've had today then they should definitely
1:54:16check out your social media channels because I followed them and the way that you create content
1:54:20is very much like the way you speak very good at taking large complex ideas distilling them
1:54:24down into sort of simple relatable understandable Concepts and delivering them to people in a way
1:54:28that's actionable and accessible that's what your books do that's what your content does and that's
1:54:32what you do so well so thank you Daniel for being on my show there is a huge compliment coming from
1:54:36you thank you oh no you're you're a master of what you do so I appreciate you Daniel thank you
1:54:39cheers the key to growing a business is making sure that it's scalable and this comes with
1:54:47integrating into the right platforms early in the game to support your growth a platform that's
1:54:52helped me and my team to do this is Shopify who I'm sure you know by now because they
1:54:56do sponsor this podcast Shopify is a Commerce platform revolutionizing millions of businesses
1:55:01worldwide we recently launched our second version of the diio conversation cards on Shopify which
1:55:07would not have been possible without Shopify when I started podcasting an online store was
1:55:13the furthest thing from my mind but now thanks to how simple it is to use the platform it's
1:55:18made this whole process so unbelievably easy it's actually the internet's best converting
1:55:23checkout 36% better on average compared to other leading Commerce platforms if you guys haven't
1:55:30tried Shopify and your business owners go and try it now because you can sign up for a $1 per month
1:55:36trial period just by heading to shopify.com Bartlet and you can get started for [Music]
1:55:47$1 [Music] oh

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