"Why Is Everything Taking So Long?" — Transcript

Full transcript

1. 0:00A couple things that that took me a long
2. 0:01time to figure out.
3. 0:03Um
4. 0:03there's this very There's these two
5. 0:05opposing forces of like make good [ __ ]
6. 0:06and then make lots of [ __ ]
7. 0:08That you have people on both sides. I
8. 0:10tend to be on the make lots of [ __ ]
9. 0:12category. Um but these are two apparent
10. 0:16extremes that sit where the magic is in
11. 0:17the middle.
12. 0:19And so we've referred internally as this
13. 0:21middle spot as qualume. Which is how do
14. 0:23we create quality volume? And if you
15. 0:26guys haven't read this book, it recently
16. 0:27I think it recently came out. It's
17. 0:28called uh the algorithm. It's from
18. 0:31Tesla's former president who kind of
19. 0:34reimagined some of their stuff. And
20. 0:36basically it's it's it's Elon's approach
21. 0:38to manufacturing anything, right? And so
22. 0:41if you think about what content creation
23. 0:43is, it's a manufacturing process. It's
24. 0:44digital manufacturing, but you're taking
25. 0:45a raw input of just like recording some
26. 0:48video and then there's an output which
27. 0:49is going to be a post on social media or
28. 0:51multiple posts on social media that are
29. 0:53going to get views, likes, shares,
30. 0:54leads, etc., right?
31. 0:56And so the five steps of algorithm, I'll
32. 0:58walk you through them. Uh I I made this
33. 1:00mandatory for all the people who report
34. 1:02to me because this is this is the
35. 1:03process that I I've I first heard about
36. 1:07this 2 years ago
37. 1:09uh from some interview that Elon did and
38. 1:11I was like, man, this is really good. Uh
39. 1:12they finally came out with a book on it.
40. 1:14So, let me just walk you through it and
41. 1:15then we'll get into content questions,
42. 1:16all right? So, the first step is
43. 1:17question the requirements and I'll give
44. 1:19you an example. So, I say, "Okay, why
45. 1:21does it take?" And the great The first
46. 1:23great way to know that something is
47. 1:24taking way too long is to say, "How much
48. 1:25actual time are you working on the
49. 1:27thing?" So, whether this is client work
50. 1:29uh or this is like you're on you know,
51. 1:31you're doing home services and you're
52. 1:32working on a project, whatever it is.
53. 1:34Like there's a certain amount of work
54. 1:37that um that has to be done, right? Now,
55. 1:40let's say the total time on task or
56. 1:42total total time that the work is being
57. 1:44done is say 10 hours, right? But all of
58. 1:46a sudden you're like, "But then why is
59. 1:47it taking us a week to get this
60. 1:49delivered, right? It should, in a
61. 1:51perfect world, go from they sign and
62. 1:55then 10 hours later they get." Right? So
63. 1:57everything that's outside of 10 hours is
64. 1:59waste from a business perspective
65. 2:02because it's basically uncaptured
66. 2:03potential value. All right? And so the
67. 2:06idea when we asked the first step is
68. 2:07when we question the requirements is
69. 2:08like, why must these things happen in
70. 2:11this order? Why are we doing all these
71. 2:12requirements? Why must it take this
72. 2:13long? etc. Right? And so with the
73. 2:15questioning of the requirements, one of
74. 2:17the things that came up I was like,
75. 2:18okay. They're like, well one of the
76. 2:19things that we do in this these 10 hours
77. 2:21for example is that we color grade.
78. 2:23Right? And I was like, okay. Uh do we
79. 2:26think color grading even [ __ ]
80. 2:27matters? And if we look at some of the
81. 2:29best videos that I have, they weren't
82. 2:30color graded and there's some absolute
83. 2:31bombs that are color graded. And I'm
84. 2:33like, okay. So how much time is this?
85. 2:36Uh and is it a requirement? Who decided
86. 2:39that we must color grade everything?
87. 2:40What what what god on the throne of of
88. 2:43YouTube and Instagram said that color
89. 2:44grading was super important? The answer
90. 2:46is there wasn't really one. Right?
91. 2:48And so we're like, okay.
92. 2:50Um do I look like I'm super [ __ ]
93. 2:51twisted? Let me see if I can get this a
94. 2:53little little more uh little more
95. 2:55straight up for you guys.
96. 2:57I think I'm getting a little dizzy just
97. 2:58watching it. All right. Let's see here.
98. 3:01And so anyways, while we were doing
99. 3:02this,
100. 3:03uh unlock. Here we go. Let's see if that
101. 3:05works.
102. 3:06Unlock. This is why we can't have nice
103. 3:07things.
104. 3:08All right. There we go. This should look
105. 3:10a little less screwy.
106. 3:13All right. There we go. Rock and roll.
107. 3:15Okay. So um anyways, so we remove color
108. 3:18grading
109. 3:19uh from our from our process step. And
110. 3:21it's like, what else can we cut? Right?
111. 3:22And so the idea is once you figure out
112. 3:25all the requirements that exist, we have
113. 3:26to question the requirements and I'll
114. 3:27give you the three-step questions that I
115. 3:28asked. This is not Elon's. Which is,
116. 3:30what does that mean?
117. 3:32How do you know that? So what?
118. 3:35Right? So we have to color grade. Okay.
119. 3:37What does that mean? It means we have to
120. 3:39do all this [ __ ] in the video. Okay. Now
121. 3:40that you say that, so what? Do we have
122. 3:43any evidence? Right? That uh that this
123. 3:45is going to do anything to the video?
124. 3:47No, we have no evidence. All right. So
125. 3:49why should I care?
126. 3:50There isn't. And so when I question the
127. 3:52requirements, I ask ask these three
128. 3:53questions: What does that mean? Uh how
129. 3:55do you know that? And so what? Right?
130. 3:57Once we have that, it's like boom,
131. 3:58that's the first thing. When you have
132. 4:00the answers to all those questions in
133. 4:01the requirements, you say, "Okay, well,
134. 4:02let's just delete a shitload of stuff."
135. 4:04And one of uh Elon's rules of thumb is,
136. 4:06we should delete so much that we have to
137. 4:07add stuff back, which is a great uh
138. 4:09litmus test because everyone's always
139. 4:10afraid of deletion, cuz everyone's
140. 4:12afraid of like messing something up, but
141. 4:13you can always add stuff back. It's very
142. 4:14unlikely that in a process, especially
143. 4:16when you're building something, that um
144. 4:19it's an irreversible door. You know what
145. 4:20I mean? It's not like you're going to
146. 4:21blow up a machine you have, or you're
147. 4:22going to like, you know, one of your
148. 4:23editors going to disappear from the
149. 4:24planet. No, it's like the step step in
150. 4:27the process that we can we can add back
151. 4:28if we want to. Let's just see what
152. 4:29happens. And so, when I first started
153. 4:31doing this, you might have seen this
154. 4:32video that I posted on YouTube, which
155. 4:33was um
156. 4:35it was like, if you're broke, watch
157. 4:36this, or something like that. Um which I
158. 4:38guess that's every [ __ ] video on
159. 4:39YouTube, but whatever.
160. 4:42I won't rant on that. Whatever, I'll let
161. 4:44that go. But, it was me on a plane, and
162. 4:46I did it with an iPhone. And I did it
163. 4:48that way cuz I was so angry, and me and
164. 4:50us I was I was a little peeved at the
165. 4:51team because they were like, "We have to
166. 4:52do all these things." And
167. 4:55thankfully, all almost all that team is
168. 4:57is not with us anymore. So, and so, when
169. 5:00we did the video, right? And we posted
170. 5:03it, it became a mondo one out of 10
171. 5:05video, because the thing that mattered
172. 5:06is the stuff in the [ __ ] video,
173. 5:08right? And so, everyone wants to to
174. 5:10major in the minors, right? Which is
175. 5:11part of the reason that I'm doing these
176. 5:12raw videos like this, cuz like it was
177. 5:14never about the [ __ ] production,
178. 5:16right? And some of you guys are worried
179. 5:17about your makeup if for the girls,
180. 5:20right? Or the lighting, or uh to be
181. 5:22fair, this is an epic background, so
182. 5:23this is probably a little off. But, like
183. 5:24most of the time, my background looks
184. 5:25absolute dog [ __ ] and it's either, you
185. 5:27know, blurry in my Death Star of a
186. 5:29production center, which I also hate,
187. 5:31but um or it's in my office, which looks
188. 5:33horrible, right? And so, my point is
189. 5:35this, is that like the thing that
190. 5:36matters is the stuff inside. It's the
191. 5:38stuff inside of the content. The content
192. 5:40is the container, right? The stuff
193. 5:41inside is what matters. And so, if you
194. 5:43don't have the stuff, like focus on the
195. 5:45stuff. That's where the quality comes
196. 5:46from. The volume is like how much stuff
197. 5:48I'm going to put out. All right. So,
198. 5:50number one, what we question
199. 5:51requirements. Here's our big list of
200. 5:52[ __ ] Number two, we delete the stuff
201. 5:53that doesn't matter. We should delete so
202. 5:55much that we have to add stuff back
203. 5:56later. Three is simplify. Another way of
204. 5:58saying that is optimize. What do we get
205. 5:59the most for the least? So, even though
206. 6:01something um might give us a return,
207. 6:04let's say color grading gives us a
208. 6:05return. I'll just make it up. Um and
209. 6:07let's say we can prove that, which we
210. 6:08can't. But let's say we can prove it.
211. 6:11Okay. Um if we can prove it, is it worth
212. 6:14it? Right? Which is a separate question.
213. 6:16Is it worth it? So, we can get
214. 6:20um
215. 6:21Let's say Let's say the total thing
216. 6:22takes 10 hours. Okay. Let's say four of
217. 6:25those hours are color grading. All
218. 6:26right. Is it 40% of the quality of the
219. 6:30output?
220. 6:32No.
221. 6:33Is it 5%? Maybe.
222. 6:37Is it worth 40% of the costs? My
223. 6:39argument, no. I would rather, cuz we
224. 6:42have to put the opportunity cost, if I
225. 6:44had if my team had nothing else to edit,
226. 6:46then it would make sense to take the
227. 6:47extra time. But they have so much other
228. 6:48stuff to edit, and it would make more
229. 6:49sense for us to do two videos or one and
230. 6:52a half videos at 95% than one video at
231. 6:55100. All right. So, hear me out on that.
232. 6:58After simplifying or optimizing most for
233. 7:00the least, then you go to step four,
234. 7:03which is accelerate. How do you pull up
235. 7:05timelines? I'll give you my my version
236. 7:07of doing this when I'm in a meeting. So,
237. 7:09anybody who's worked with me knows that
238. 7:10I like to finish meetings with who,
239. 7:12what, when. And so, it's my very simple
240. 7:14management algorithm. It's about
241. 7:15Everything else you can learn from
242. 7:16Layla. But these three, this is what I
243. 7:18do.
244. 7:18And so, at the end of our meeting, I'm
245. 7:19like, who, what, when? Right? Who is
246. 7:22going to do what by when? Very, very
247. 7:24simple, right? And here's where if you
248. 7:26want to go to the 201 level, whenever
249. 7:28someone tells you the by when, you
250. 7:31actually ask the question I started
251. 7:32with, which is
252. 7:33okay, uh today's Monday, and you want to
253. 7:36do this by next meeting next Monday. How
254. 7:38much actual time is this going to take?
255. 7:40Time on task. And so, people will be
256. 7:42like, uh I it'll take me 4 hours. It's
257. 7:44like okay.
258. 7:45What are you doing in the next 4 hours
259. 7:47that is more important than this?
260. 7:50A lot of times the answer is nothing. In
261. 7:51which case great, do it do it by the
262. 7:53day.
263. 7:54And let me know. And so if you ever want
264. 7:56to speed up the movement of a team,
265. 7:58increase communication cycles. So that
266. 8:00means instead of going end of week, go
267. 8:02end of day. It's 7x the speed of a team.
268. 8:05You will be amazed at how much more you
269. 8:07get done. So who, what, when? So who's
270. 8:10going to do what by when? And then when
271. 8:12they tell you when, you ask why can't
272. 8:14you do it earlier? Now to be clear, if
273. 8:15someone says I got this other [ __ ]
274. 8:16that's going on that you told me to do,
275. 8:18where you're like oh yeah, I did tell
276. 8:19you to do that. Then it's like great,
277. 8:20we'll do that after that, right? And
278. 8:21then that way that constant
279. 8:22accountability
280. 8:24just drives the whole thing forward. And
281. 8:25so I promise you if you want a project
282. 8:26to go faster, ask for updates every day,
283. 8:29twice a day, five times a day,
284. 8:32every hour. I'm telling you, like I've
285. 8:34done this with vendors, too. So if I'm
286. 8:36like hey,
287. 8:37hey I need this thing and they're like
288. 8:38okay, cool, we'll get it to you
289. 8:39tomorrow. I'll just call them in an hour
290. 8:41and be like hey, what's our progress
291. 8:42update on that? And they're like I I
292. 8:44said I'll get it to you. I'm like this
293. 8:45is very important to me. Like can we can
294. 8:46we please get this done sooner? And then
295. 8:49you call them again in an hour they're
296. 8:50like dude, I'll [ __ ] get it done.
297. 8:51It's like right. So I will force the
298. 8:52accountability on a vendor if I need to
299. 8:54pull [ __ ] forward. And so that's fourth
300. 8:56step is how do we pull up cycles? How do
301. 8:58we how do we take what the expected
302. 8:59timeline is and then reduce it?
303. 9:02And then, and this is the big this is
304. 9:03the big one which AI has destroyed for
305. 9:05everyone.
306. 9:06Step five is automate. Which is okay,
307. 9:09how do we get the machines to do it? Now
308. 9:10here's the here's the
309. 9:12here's the magic behind this.
310. 9:14Because the access to AI has become so
311. 9:16prevalent and so easy for everyone,
312. 9:18everyone thinks in the first step the
313. 9:19last step first. They try and automate
314. 9:21[ __ ] that should not be done to begin
315. 9:23with.
316. 9:23With like cuz the only thing that is
317. 9:25more efficient than automation is
318. 9:27elimination. It's choosing not to do
319. 9:29something is more efficient than
320. 9:30automating it because it wasn't worth to
321. 9:31do it to begin with. And so the easiest
322. 9:33limit test for many of you people
323. 9:35people for many of you is
324. 9:39the ROI using AI,
325. 9:41are we getting more views? Though I'm
326. 9:44using AI, are we getting more leads?
327. 9:45Though I'm using AI, am I making more
328. 9:47money?
329. 9:48And so there's the very easy litmus test
330. 9:50to tell you whether or not this is
331. 9:51actually makes sense. And so I will
332. 9:53promise you that Claude or, you know,
333. 9:55Anthropic or, you know, OpenAI, etc.
334. 9:58Claude and Anthropic are the same
335. 9:59company, but you know, company's doing
336. 10:00the billing, right?
337. 10:02Um, Gemini, whatever. If they're billing
338. 10:04you, they're billing you whether what
339. 10:06you built was useful or not. And so if
340. 10:08you're noticing your tokens costs going
341. 10:10up month over month over month, but your
342. 10:12money's not going up month over month
343. 10:13over month, maybe you should consider
344. 10:15that you're actually just blowing money
345. 10:17on [ __ ] that doesn't matter.
346. 10:20And so you maybe should start start with
347. 10:23that process of the algorithm. All
348. 10:25right? Question the requirements.
349. 10:28Delete all stupid requirements.
350. 10:29Simplify, aka optimize, get the most of
351. 10:31the least. Speed up cycles, how do we do
352. 10:33it faster? And then finally, then and
353. 10:35only then
354. 10:36do we bring up automation. Because then
355. 10:39you're you're automating something that
356. 10:41has already been maximized for
357. 10:42effectiveness, and now you're just
358. 10:44getting the last bit of effectiveness
359. 10:45out of it, which is getting the robots
360. 10:47to do it for you. All right. If you like
361. 10:48this video and you're a business owner
362. 10:50who wants to break through your current
363. 10:50revenue ceiling, I distilled every
364. 10:52lesson from scaling 10 businesses past
365. 10:5410 million and three businesses past 100
366. 10:56million into a completely free scaling
367. 10:58roadmap that I've used to go from zero
368. 10:59to one, zero to 10, and zero to 100
369. 11:01plus. And so you can click here and you
370. 11:03can check it out. Again, absolutely
371. 11:04free, and since you're a business owner,
372. 11:06appreciates you and enjoy.