"Why Does It Hurt No Matter What I Do?" — Transcript

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1. 0:00Poor people suffer.
2. 0:02Rich people suffer. Single people
3. 0:04suffer. Married people suffer.
4. 0:06Entrepreneurs suffer. Employees suffer.
5. 0:09Suffering is a fixed cost of life. So
6. 0:12pick a life, pick a goal worth suffering
7. 0:15for.
8. 0:16Your business will be painful when it's
9. 0:19shrinking. It will be painful when it's
10. 0:21plateauing. It will be painful when it's
11. 0:22growing. And so the biggest alpha that
12. 0:25we can generate as entrepreneurs or as
13. 0:27human beings is picking destinations
14. 0:29that we believe are meaningful enough
15. 0:31for us to get through the hard times.
16. 0:34Right? I think it was Victor Frankl who
17. 0:35said, um a man who has a big enough why
18. 0:37can bear almost any how. Right? And so
19. 0:39the idea is that the how we know it's
20. 0:41fixed, it will suck. It will suck. And
21. 0:45the flavor of sucking will change. That
22. 0:47sounded a bit raw.
23. 0:49The flavor of how much this
24. 0:51I can't even say
25. 0:53The shades of suck. 50 shades of suck.
26. 0:55All right. Sometimes it will manifest as
27. 0:59as uncertainty. It will come in because
28. 1:02you don't know what you have to do, but
29. 1:04you have to take action either way. You
30. 1:06know you have to do something, you don't
31. 1:08know what to do. And so you have this
32. 1:10fixed cost that's going that you will
33. 1:11incur for taking this action, for
34. 1:13spending this money, for making this
35. 1:14bet, but the casino table has odds that
36. 1:18aren't predetermined. You don't know if
37. 1:20you put it on 32 you get 30X or if you
38. 1:22get if you put it on red you get you get
39. 1:24double. Right? You don't know that. You
40. 1:26don't know it. And so you basically just
41. 1:28have to put your chips on the table and
42. 1:30hope. And that consistent process of
43. 1:32making bets with uncertain payoffs is
44. 1:35incredibly painful. It's almost the
45. 1:37antithesis of what allows you to
46. 1:38survive. And so you have to go against
47. 1:41your human instinct of surviving to make
48. 1:43it through in business. Because if you
49. 1:45had that instinct naturally, you'd say,
50. 1:47"Oh, these berries, I'm just going to go
51. 1:49eat them." And then you eat them, so
52. 1:50variable, and then you die. And then
53. 1:52your genes wouldn't proliferated. And so
54. 1:54the genes that we we are literally meant
55. 1:56for us to survive, not for us to build
56. 1:57big businesses, because the entire
57. 1:59process is horrible.
58. 2:01If you like this video and you're
59. 2:02business owner who wants to break
60. 2:03through your current revenue ceiling, I
61. 2:04distilled every lesson from scaling 10
62. 2:06businesses past 10 million and three
63. 2:07businesses past 100 million into
64. 2:09completely free scaling roadmap that
65. 2:11I've used to go from zero to one, zero
66. 2:12to 10, and zero to 100 plus. And so you
67. 2:15can click here and you can check it out.
68. 2:16Again, absolutely free, and since you're
69. 2:18business owner, I appreciate you and
70. 2:20enjoy.