From $0 to $1,000,000 in 3 Months Selling on TikTok Shop

believe it or not you probably will believe it but this morning I woke up walked out of my bedroom looked on my counter and this was actually on my counter from my girlfriend evil Goods baby so she she shops on Tik Tok 100% And I thought that was the most crazy synchronicity from the universe that we had this podcast planned never mentioned it to her never told she has no idea who you are it was holy [ __ ] so I asked her how she found that she said it's a really trendy product it's like

proven to be like the best face face care beating all the other Face Care routines and she saw it on social media she looked at the comments and that's what everybody recommended and so pretty crazy that I have the one of the founders righto let's put it like this let's put it like this like fastest way to create like more generational internet wealth in today's world there's like a window here where Tik Tok equates to your first-time buyers Amazon equals your repeat buyers and private equity will pay you 20x however many repeat buyers you have

and that formula in a nutshell is creating Enterprise Value with like cpg Brands I mean physical product Brands it's a level that I just like haven't seen um ever you know since I've been on the internet of like we we launched that three months ago and in month three we did a million dollars in very profitable Revenue you know and we're like I mean when you're when you do a million bucks month three you're pouring it all back into inventory and whatnot but we're talking 30 40% margin on a company that is brand new and

that's the virality of Tik Tok it's the short form Discovery and it's sad none of people are like aware of this because everyone on the internet's like this is how you make money follow me to make money D and we're going to look back at this window is like oh this is Amazon FBA again in 2024 I started Amazon in in 2013 back before anyone was talking about it like you could just really blow [ __ ] up with you know very little money MH and we're getting that again so and so you mentioned two

things you have to get eyeballs and you have to get repeat buyers I think a lot of people look past the repeat buyers but let's start with eyeballs this is not something that you started with a big audience or you pushed through a YouTube or personal brand or whatever this is something that you started organically and then you just went out and did the hard work but Tik Tok shop has made it quite easy it seems and so could you just give me a high level of you launched that 90 days ago what was the

initial marketing plan and how did you action it so we have a Playbook with Tik Tok you don't need to spend money on ads that algorithm is like Discovery based all right so people think of social media like Instagram YouTube You're Building your follower account you're building your subscriber account Tik Tok they don't care if you have two 300,000 followers on Tik Tok and you don't post for a while the account's basically dead you can have a brand new account on Tik Tok post a video and get 10 million views like that that happens all

the time so our strategy is really manip ulating that this actually started on one of your original interviews Oliver broca tabs chocolate this was kind of the pioneer of the strategy where he goes hold on I can get 20 kids to make tabs chocolate accounts it doesn't matter if it's leading to any specific brand page these kids are just going to post a piece of content optimized for Tik Tok and sales every single day and if 20 of them make a video and two of them go viral this pays for itself a million times over

and so that in a nutshell is the strategy we have 40 50 different creators that are educ at on the brand like you know we give them a brief they know how to make content that works in the algorithm and we set them loose that's like the the basis of our Playbook I still have like a whole you know Amazon background where what happens if you're going viral on Tik Tok you're selling in retail you're selling on Amazon people are coming to your website they're Googling you Tik Tok is changing the world in terms of

Discovery like that is where people are now going to find new ideas it's not just physical products like when we go to a restaurant you know in a in a different city my wife looks up Tik Tok she wants to see it and that's how they operate in Asia and that's what's happening here and we're just fortunate to be at the Forefront of it on the brand side interesting okay so I guess I really is it cool if we go through like why you Cho what you were looking for when you chose this product cuz

like I had never heard the word beef Tallow before like that sounds like such a strange word strange concept foreign to me and so why did you choose the product that you chose in the first place so that was that was all my my partner Jake he's very interested in like holistic wellness and kind of Jake Tran you know he makes videos on what scams are and and uh got kind of down the rabbit hole of like how bad skincare stuff is and turns out just natural beef Tallow is like a really good hydrating repairing

alternative and so that was kind of his his Genesis now there's two ways to think about like if we're talking about launching a brand from scratch and what products to go after and what ideas to to build with you can find something that has like some viral Tailwinds or in my opinion with this era you can popularize near anything from from scratch and that sounds like outlandish especially like the Drop Shipping world right you're supposed to match demand to to what's there but if you think about it so many ideas have blown up because they

purely have enough reach like even even political ideas if you say something enough it eventually becomes true and so you've seen Brands over the years buy that same concept right you pay enough celebrities Kim cardashian eats the weight loss gummies and all of a sudden those work right it cost the brand $34 million but because it was seen by so many people it becomes truth and so what happened with with Tik Tok if you're getting if you're finding a way to go viral something like beef Tallow because we were kind of the first to to

pop off it was starting to Trend up on Amazon but we probably have gotten 100 plus million views in the last 30 days on Tik Tok really just by by knowing that algorithm so we've kind of taken it to a whole another level of of like what's true what what is that's where the drop shippers go oh this beef towel thing is like really interesting but because of the ability to get so many eyeballs with not a lot of dollars that's that's the magic right like if if I had $10 million I could accomplish the

same thing by just running meta unprofitably over and over and banking on retention but we're profitable on the front end so we can reinvest and get more views and shape our own narrative does that make sense yeah makes total sense so you didn't so Jake just happened to have been in the space and like kind of figured this out through making content and like kind of discovered it silently or did you see like you said it was trending up on Amazon first is that like your proof of concept or like what made you cuz your

experience you've sold a supplement company for $ 30 plus million do in your early 20s so what like what made you want to get involved in that basically well so so my my whole thing right now I want to invest in good ideas and good brands like I'm I'm building a couple from scratch and I realized it's so much better when you have a experienced operator who does a lot of the leg work and I can write a check and and bring our Tik Tok system so the whole story with Jake you know I mean

he's a ferocious entrepreneur he launched a new Channel evil food supply and you know he's a YouTube Wiz he realizes the cpms and that are not profitable like business and so he goes what what can I do to maximize the value of this channel Rob I think it's a good idea to do a product right I'm talking about all the stuff wrong in the cpg world and so you know he jumps in million dollar brand Club kind of all my framework goes through the Amazon stuff he's real like he's one of those like super autist

genius guys that'll that'll pour in and and deep dive and uh that's where he kind of side he goes hey you know in this health space beef tow is trending up it looks like it might be at the Forefront of like a good run I think I should do this and so he gets to work developing it and then kind of we didn't partner till he was damn near ready to launch like we didn't officially invest I was kind of proofing his stuff and and going over all of it but that's kind of kind of

where it came to be okay cool so once you have this product you invested so then you're now your main goal to Market it is to find like 40 Tik Tok creators and this is kind of your specialty yeah yeah we've been really fortunate Oliver's roommate his name is Jimmy Farley he's my business partner on all of this stuff and ah okay I see I see I see so that's kind of where this all come I'm I'm the old guy like I'm still the Amazon vet and I know all this world but when it comes

to like Tik Tok native stuff it is that generation Jimmy's 22 he lived with Oliver he was running like the agency side of their business while Oliver was building the brand and right after you did that interview I went to Arizona and uh did one with Oliver Jimmy got dinner with me he's like I could run this for your and I go oh okay all right that's a good idea mhm and so he had like 10 creators and you know he charges me nothing like he he's young kid probably making 10 15 grand a month

at the time and he's like just give me a shot I'm like yeah like whatever you know and he like makes it this big thing I'm like no literate bu it's like 10 grand like just give it a shot you know and uh long story short he puts everything into this and it doesn't go well for like a month and then like five six weeks in Creator start going viral and my coffee brand uh top shelf the next supplement brand I have goes from like 150 Grand a month to like 800 Grand in like you

know two months wow and this thing just goes explosive and then he sits back he goes hold on to scale this I need more creators there's only like 10 or 15 creators and so he ends up launching a program called creators Corner which is like you know I'm I'm partnered with that like it's all kind of one big family where he now trains creators to make content for Brands and obviously get paid commissions and um like it's it's a life-changing thing and so that's our I guess flywheel or like kind of our our secret sauce

we have the the brand side and then we have the top Creator Talent um that comes from from Jimmy gotcha and then what do you what's like the pay structure for those creators if they're working with the brand a flat monthly rate or no so so now with Tik Tok shop it's it's they usually get like some sort of retainer but then they get huge commissions too so I've had kids like when we launched our cologne love bombed I had one Creator make like $110,000 in a month he was a waiter three months ago and

so just to see kind of the that's what I said like when you talk about this make money online stuff it's like it used to be a win if someone started their copywriting course and made like three grand you know like replace their income and now we genuinely have you know I mean brand owners creating millions of dollars in in Enterprise Value and we have you know young creators who are who are great kids dabbling like finding themselves in this internet money world making I mean we have like probably seven or eight kids that are

made six figures in a month with like no I've had two people that also dm' me from that podcast and they just implemented the same system and they're all eight figure brands at this point that's such a big number like that's not like a little no the cat's on the B like this this is the thing now like if I could go back and shoot alliver I shouldn't say anything crazy but you know if I could go back and cancel your guys' podcast and keep all of this like internally we we would probably be a

lot closer to a billion like like actually like a billion than we are um because now like all the you know I'm tapped in in this world like I got friends Physicians Choice you know multiple nine fig brand like they're all in they're spending hundreds of thousands of dollars on this and what it's done is it's it's just that natural competitive cycle like back when I started on Amazon it was it was easy because no one was doing it ads were cheap you know the ability to rank was cheap and then all of a sudden

more people pour in it doesn't like go away it just gets incrementally harder and so we're at the beginning stages of that with Tik Tok like it's still mind-blowing to me you you said it yourself like people on YouTube aren't searching Tik Tok shop like it's still not in everyone's face but the money being made is stupid you just mentioned that you had like four different of these Brands like this like just now like a repeatable process to you and so I would love to understand how like these I never as someone who's in this

online world I kind of understand the marketing system but like you have the idea how you're choosing how are you like literally cuz you talked about repeat bu and for that like the most important thing is like what the product is and that it's actually a good product so like what are you actually looking for like very Tang in what the product you would go all in on and then how are you actually making sure it's a good product and how are you even getting it manufactured yeah absolutely so let's let's do a case study

hiber tape this is a student of mine that I also invested in it's mouth tape okay and it's one of those products that you know month one he did six figures is very cheap to start like he started that business with a couple Grand and it should be a million dollar brand within within 12 months when you're finding the right idea to sell or the right product you're looking at things like there's a software called helium 10 which pulls together all of the Amazon data you can look at something called magnet which basically filters a

lot probably like YouTube it filters how many people are searching for that versus how many products are actually being sold okay and so you use something like that and then you're starting to to see what's going on then you can use something like but but I like to triangulate I don't just like to have one data point so then we can take something like exploding topics which gathers all these different internet data points gotcha and will tell you ideas that are trending up um so exploding topics showing like Search terms on the internet like actual

like popular trending terms yep in Industries basically and then helium 10 is like showing you what's helium 10 showing you all of the actual Amazon search data search data it's like Supply demand exactly and then what's magnate doing or is that the same thing that that's the specific tool within helium 10 gotcha so the magnet tool and helium 10 is showing you how much Supply how much demand basically and the more demand less Supply that's not opportunity exactly they filter the magnet score is that and so and then exploding topics is like the meta trends

of what people are actually interested in right now and you're comparing that Ah that's really cool so then that's how you then keep going sorry thank you yeah and so I mean those are two really good ones you can also start uh Tik Tok has like cido data is a new software there that is showing what's selling on Tik Tok and so same same deal if you take those three points and just do your homework and kind of like what is actually out there what are the opportunities what are the pain points because what's happening

now with Tik Tok shop is you have a lot of stuff going viral with a lot of really shitty products and so you could see like okay there's four mouth tape brands on here doing well but the reviews are horrible what's wrong with the reviews right and then that's where that's all of a sudden your opportunity so okay so then you'll look on Tik Tok and see what is actually getting the views I know Oliver's strategy was find an intrinsically viral product so he chose like a controversial sex chocolate but Mouth tape isn't as controversial

but you know there's a lot of interest there and so then within the market where we have proven interest you're looking for batter R viws to find a product differentiating factor and then going all in on making that the core message of your product based on the pain points people are having with other products exactly is that correct exactly okay so that's how you're finding the product idea yep then how do you make sure it actually like how are you going about it getting manufactured I think Drop Shipping people lean towards it because it's just

like already there you have a product whatever now you just need to sell it yeah but like to really ensure that you're going to have enough Supply and the product is actually like quality and good how do you do that so one fundamental thing 3% rule Virgil ablo you need to make something 3% better to inherently add some sort of value and I I drove that home all day so the mouth tape brand my students looking at hostage tape which is like the the million pound or the you know $20 million brand in that space

and he's going how can I how can I improve on this so obviously branding is one and he just had the idea to make scented scented versions of them and so he goes out and he finds the same supplier you know through all Bo and some of those other tools where you're just you're finding other people's manufacturers import Yeti is another one where you can see other brands manufacturers often so we'll often do stuff like that yeah especially like in you know when it's overseas that's probably the the best way to do it if there's

a brand you like so you can just find a brand you can use a tool called import Yeti and literally find who's making it oh so then you literally have to reach out to them and explain what you're looking for exactly and so he reaches out to them he's like hey can you do this you know with a lavender scent and that's when the dialogue kind of opens up there's some back and forth you get your samples they ship them over and it's not always like that quick and easy sometimes you got to go through

different manufacturers but he found a he found a great one and those guys ship over you know the the first order or excuse me we got to get to actual branding but his samples are great like all of a sudden he's got a lavender mouth tape then The Branding component is especially important in in Tik Tok and believe it or not though we've had so much success with AI like in in getting the actual framework down when I used to start you know creating brands in 2013 with Amazon it was all designer it was like

hosting contests it was all these really kind of pain in the ass methods and now all of a sudden you learn these prompts right and we have you know like a huge framework for putting that together you can get the basis of your brand dialed with 2 like graphic design you mean like for the brand so you literally just using like Dolly 2 and prompts to come up with like what's on the label and mid Journey yeah really and then you take then you take it to a designer cuz it can't like not to get

all your legal stuff on there but like evil Goods was like like that that woman on the C that is an AI generated image like actually and this is a million dollar brand in month three that is insane no I mean it's getting easier than ever and I hate saying that because obviously there's a lot of work that goes into being successful in anything but the fact you can generate stuff like that in a couple months with artificial intelligence it's mind-blowing to me to be fair when you were back 5 10 years ago if you

wanted a graphic design mockup you to find a human being and explain with words and then they they had to go through like iterations and it was probably not even yeah so it's a lot of so that actually is like a huge timesaver MH and that's just like the concept and now you can get it perfected by a pro but it's all there that's really cool actually and so then you're just they just have like a standardized like format like or like size like 20 by4 exactly the manufacturer is typically like on the mouth tape

it's like hey it's coming in this type of Jar here it's called a die line they give you the die line the die line gets filled out by the designer gotcha wow that's cool I can't believe you can just literally find manufacturers from other products and then it's just like already there and you kind of make it a little different yeah cool okay so then was there anything specific with branding that like you have like a little bit of like sauce on like is there like a you have an eye for it what is your

like I'm so passionate about branding it's not even funny I I think in today's world like to Oliver's Point finding a viral product is important or can be but having viral branding is solves that too like when you see it and it's disruptive and it's loud and it doesn't look like everything else it is just inherently it's it's the it's the visual hook you know it's inherently more likely to get people to stop scrolling and so kind of thinking through that framework I encourage people to be aggressive I encourage people to be loud I encourage

people to draw from different Industries like if everyone's making the same beef towel that looks all natural and foofoo like go to the 70s and draw Marilyn mro screaming and don't be and seriously and don't be afraid to to push that because what's happening is the world is shifting and you just need to play the rules of the new world like there there's a potential scenario where websites are slowly becoming obsolete and people are buying which is an egregious statement but people are going to be buying live and they're going to be buying Visual and

so with that in mind what do you want to be you want to be the loudest [ __ ] brand and we're just we're leaning into that hardcore there's always like a counterculture always and so how can you like predict what not even counterculture but more just like the like the table turns all the time constantly so what is it the pendulum swings yeah cool I I would say evil Goods is like it just you would not expect a skin care skincare brand to be called evil Goods no like it's like contradicting almost like liquid

death or something like it's making something billion dollar brand making something very normal and good for you sound like intense yeah it's just good good thought process is there and then you did uh you did genius right I had bought some of your products before dead ass and was that did you do that just because it was like optimizing the thought process was productivity for entrepreneurs or and genius was like that Association or why' you choose yeah in in that phase of my life I always made products for me like like I wanted to build

a it's been like a a passion for me I've wanted to build a lifestyle that that I want to live every day and so genius was just me finding the best version of myself and as I got more into work it was neut Tropics it was how can I maximize productivity and believe it or not that that trademark just wasn't taken like I was like there's got to be what to supplement smarter I was going through names no chaty you know I'm sure they would have given me genius but genius brand was untaken I was

like what a great name so you had a trade market like you do that first thing usually yeah W okay you at least want to yeah you almost always want to trademark something what do you have to do to trademark is it hard no it's very easy it's like you can you can there's sites online that'll do it for you for a couple hundred bucks is it fast uh usually the application process is fast and then it it pens for like two three months so you have to wait to launch until that goes through no

no is I say as long as you've checked that there's no one else with your exact name you know quick Google you'll be the first one to have it yeah as long as you're applied you're good yeah okay cool that's so interesting okay so you're really just like trying to make something really pop it's not obvious and stand out I'm sure there's like too subjective to really get into it um so once you have the branding down is there like a I know I think the least sexy thing about physical products is the margins in

most people's minds so it's like do you have like a like how would I choose to price something that's a good question I always I'm like a big premium product guy for sure and I think you need to make also I say come up with the product first and then set the pricing yeah and I always want you to make like two and a half times your cost of goods like minimum like that that is a a range that you can survive ads you can like you can run a a profitable scalable business and it's

not a percentage because with something like cookies 60% net you know net profit versus a $100 test booster the dollar amount is dramatically Less on cookies and so you think think about like when you're running ads the CPC you know four or five bucks on a $12 product versus a $100 product is going to destroy all of your and I learned that the hard way I have a failed Cookie Company you know gotcha what's a test booster um like like a supplement you know that supports testost test that type of thing and so um yeah

I say two and a half times your cost of goods but on that note it's like if you're making the product good and this was my eye opening moment in the supplement world I I come in and there's all these products being sold for like really cheap one of the first eye opening moments was a a fat burner product I wanted to put together and I go to this pharmacist I'm like hey man we got to make like the the best thing that actually works you like nothing crazy but like that actually supports weight loss

like put everything into it and he gives me back the quote of like what the product cost to make and my cost of goods is more than what all of the top brands are selling for and I go huh like no wonder people say this industry is a scam no wonder people say these products don't work and so rather than like shut it down I said well surely there's like a a narrative here and there's a there's a need for this clearly and so why don't we just price the product where it needs to be

priced come out with it anyway and then let the market decide and that was really the entire thesis behind genius and it's my philosophy to this day I would rather see people innovate and make things better for retention for repeat buyers so they have a sustainable business then they would trying to be like everybody else so you think that people that were doing this just wanted to save as much money as possible and from their perspective to market the product when you're marketing something for the first time there's really no way to tell how good

the product is it's all about the marketing and so they choose the cheapest quickest option yes and they get rewarded for that at the beginning but then over the long fail yeah and so you're really focused on like the actual brand building and the repeat buying but they have to have that good experience so how have you been able to have you just been able to outm Market those people regardless or and and that's been the beauty of direct to Consumer and Tik Tok and Amazon right uh I wouldn't have been able to do that

when it was like supplements used to be the good old boys club and it was like GNC and it was your Distributors and it was a very set way of doing business and that's when I got started like I kind of wandered into that world right as Amazon came and all those guys were not quick to adapt and I had the lecture of being able to do whatever I wanted and go direct to Consumer and honestly end up making more net net with some of it because I didn't have to play by those rules anymore

interesting and you look at things and and that's just true across the board you look at tabs is good one tab is not a good product I me know it's a $30 sex trck and all of it would probably say that right it's gimmicky yeah it's gimmicky yeah and it's one that went crazy viral and he made a ton of money but is the retention there will that business still be around like probably not right just because of of that if they don't iterate or make things better and so that that's how I think about

it I think longer game you make less money in the short term but that's what ultimately like we play this to to win-win and that's how you have to think about it interesting so you're really open about numbers like I remember watch seeing this Instagram carousel of this product M and you were literally talking about how much it cost how much like what your margin was and everything could you break that down so I at least know the lingo and the verbiage oh that one off top can I pull up the carousel Carousel I would

love to go through that whole Carousel this podcast because there's so much there uh I mean that's been one of my things on social I want to be like no one's no one's really putting it out there and some of these I got to be careful you know like I have a a partner in that business obviously and he um at a certain point will stop talking publicly but it's been such a cool success story in the begin quickly like yeah relatively it was this thread right the 25 uhhuh yep so this one was doing

25k a day 3 months old found a winning product sell it for 50 yeah so each unit is about six bucks it might be a little bit a little bit more like 6 630 something like that try to keep clean numbers on the for sure the tweets keep it simple but retails for $50 we're doing around 500 units a day Amazon takes their their $12.40 and like gross profit every day is close to 15 15 to 20 grand so you're selling so it's $6 to make them you charge 50 for it you're sell on 500

a day so that's $25,000 a day M and then Amazon takes 15% so that's what do you say 12 so basically you're all in 20 bucks yep are you running ads on Amazon PC yes that's gross profit and we spend money on those creators like that that is not net profit that's gross profit and so that was that one that example on Amazon mhm is Tik Tok shop and are Amazon partnered or are these people seeing the brand on Tik Tok organically and then just going to Amazon to search it like it's kind of a

paired that for now we just launched this on Tik Tok shop and and Tik Tok shop itself has like no they're taking 8% right now like the numbers on Tik Tok are better but you give a a bigger commission we just decided to use our creator system and focus all on Amazon to kind of start this off but this could go nucle in our Tik Tok shop too so I'm curious how what's like the like nurturing sequence to make sure they get to Amazon or noted to go to Amazon obviously that's pretty obvious I'm sure

like a lot of things now but like is there like I know oliv had the reply to comments where like if you had one Creator go viral then like reply to comment like it was kind of like a strategic retargeting video to like send we don't we don't do a lot of that honestly it's been just such Discovery based and that's where that's where it's found right now there's a link in BIO to Amazon um but it's been it's been far from perfect but when you're talking 10 million views on a video like yeah so

are there really any other costs it's $6 for the product Amazon 15% fee is are there any other like set costs other than paying the creators no not set we run ads on Amazon and stuff like we we spend money a lot of places what are Amazon ads how does that work uh it's almost all you know cos per click based on keyword so if they type in like beef Tallow you would just be the first that be $4 right $4 and the goal like where you make your money on Amazon is not ads like

you'll you'll hopefully break even on that or lose some money your end goal is to be the organic number one product for beef tow so if you pay for the ads you'll get purchases good reviews over like two months you'll be able to basically buy your first purchases which would could ideally lead to Five Star reviews which would then help you rank the highest exactly and there's a it's a complex algorithm there's a like one of the things right now that Amazon changed over the last two years they love external traffic so if you're if

you're people searching evil Goods beef Tallow that is direct they they love it they will reward that all day so people are specifically Googling the brand name beef Tallow and then clicking on years that's like a signal to them that you're the Authority off platform exactly wa and and they reward that it's just like it's like YouTube where you know the recommendation engine yeah you go viral you go viral on Amazon like like you are the suggested product next like someone bought snail moisturizer and then they're shown evil goods and when that pops that's why

I said Amazon brings you all your repeat buyers Tik Tok is your Discovery and then Amazon is your sustainability in like 100 million plus Prime Shoppers yep there's like a click-through rate the first purchase is kind of like the High AV average VI durations repeat buys yeah it's all the same we are in the algorithmic world we are okay so then you have the product you have the price you've got good branding you trademarked it you're on Amazon then you're going to run Amazon ads to really beef up the first initial sales to really see

if people are buying to really like test if the product's good and to hopefully like build up some reputation on the platform then simultaneously you're going to Tik talk and you're just partnering with like I'm are these like women creators and it's just like they're they're all over the place but they're like it's like 16 to 25y old kids okay so you're how are you I know Jimmy does yours but like how do you guys objectively find these people is like going on Twitter and typing in like ugc Creator no no it's there's only a

couple people that like have this like real Edge right now and they're I I would say 80% of them are coming from Creator Corner which is his thing so it's like you guys just to Briefly summarize what that means is that he basically runs ads teaching people how to be creators on Tik Tok mhm and make money as like a ugc Creator but he's like training them on like the best practices and then you have a strategic partnership with him where he just supplies you exactly 50 plus creators a does he manage that for you

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your business your Commerce platform better be ready to sell wherever your customers are scrolling or strolling on the web in your store in their feed and everywhere in between upgrade your business and get the same checkout Mattel uses sign up for your $1 per month trial period at shopify.com GMI all lowercase go to shopify.com wgmi to upgrade your selling today shopify.com wgmi uh so he he has man it's a pretty robust system he's got managers there's like a in creators Corner which is in a Discord that's his his place there's you know job postings there's

manager training and basically that that's what we do have a manager and then the manager is kind of the one handling all of the hiring so it's so interesting this is like in like big corporate companies they have like hundreds of course material like onboarding things like if you get hired you have to go through two weeks of onboarding you're just watching courses on how to do stuff and so it's almost like we've like he's like democratized that as like an arm of your business where he's like just creating this recruitment engine recruiting and training

and onboarding engine and hands it off to all of your different that's such a cool machine it's been really cool because it's been one of those rare times where everyone's making a lot of money everyone wins because he gets paid for that for the courses and for on the creators are getting paid we're selling product and they get guaranteed placement which is basically college for a corporate job seen a lot of people try to copy what Jimmy's doing like teach people how to be creators and they're missing all those pieces the education's not strong the

placement isn't guaranteed like it's it's it's been a it's been quite the mo I've been very impressed with them that's very interesting though that is like that is like the the modern day version of go to college get a degree get a corporate job and they'll help you do that like in college they help you make a LinkedIn and then help you get a job now it's just make right make an ad on how to make money teach them a method of making money and then guarantee them the placement by partnering with people like you

and then you're just Skilling huge business I'm trying to keep as many Brands flowing in it as possible cuz it keeps getting bigger now right at first it was like we had our three in-house Brands and then we couldn't create Brands fast enough and I don't want to run a million Brands and so it's like okay million dollar brand Club Tik Tok shop who how can you guys get these out and then we we have the creators so it's been a really it's got to be great for deal flow for you it's insane like a

huge private Equity type or VC it is so we're trying to snag up as possible yeah well thanks for telling us I actually do appreciate you sharing this because anyone who's like actually serious about the game this is like the I told you that's my model and it's like I want to be the Creator that actually runs this [ __ ] up in public and like does it in a way that makes sense because social media is so powerful a personal brand is so powerful but not many people are thinking through like the actual monetization

component like the actual like what are you trying to everyone's trying to sell a course and make their info money which again that's piece one of three that would actually matter yeah and hor credits are horos like that is where I kind of saw acquisition. comom I'm going oh okay like I I I see the equity component with it yes yes it's smart that's how he gets deal flow private Equity what do they need deal flow what do you need for deal flow entrepreneurs making like three four million a year so you can help them

scale well how are they going to choose you well if I just help them go from 300 to 3 million through free content they'll come to me exactly that's a Content thesis exactly super important very cool okay so I I'm curious if I don't know I guess how much you would know about this if Jimmy's handling this but I'm sure you're aware what are like if you had if you got 10 creators for a brand right now how are you like and they're trained let's say they already know the concept like what are like the

best practices or like content styles that you're having people make that's working for you so honestly it changes every like of course every two three weeks and and and where you really make a lot of money now since it's getting a little more competitive is when someone comes in and innovate something totally new and again I'm not the the young kid in this world but I do understand it's like you need the you need the disruption so the hook whatever that you know is and then you need retention and repeat and and that's that's pretty

much it and so that's what Jimmy does well and and me too like I encourage these kids to not just copy what's working because that that'll happen too you get one viral video for your brand and then they all pour on it which is great that's like you know rocket fuel but when all of a sudden there's a brand new style like six months ago these kids figured out you do 11 Labs with this voice atom and you start with that hook and like a visual of the product it's this really deep voice with like

mid Journey you know wild images like if you took this product for 21 days and it was just it was so so disruptive so they have like pretty good you I'm sure Jimmy has like the copywriting formula down where it's like hook disruptor like getting them to stop the scroll then it's like they have like the retention optimized but I'm curious the format that was you're saying is an AI an AI voice 11 Labs AI voice generator Journey images and then you're just funling like a copywriting script and then just showing over literal AI voice

yeah and the AI images are flashing up and it's really is there could you just give me a little more description of like what the copy is it's like if if it for like the beef Tallow one are you like like do you have like are you just showing people with acne like literally are you choosing ugc creators with acne or something some of those work like one one style that went crazy nuclear was um just slideshows and so slideshows aren't even video it's just you know like before after yeah the SE or no it'

be like the seven products at Walmart that can help your skin like listicle planting yours as one of them mhes that would always be the last available now at at Amazon and you'd be shocked that some of those would get like we we've had slideshows get 15 million views is it pictures on Instagram yeah on Tik Tok so it's just a Tik Tok but it's a video but it's just no no it's that's one of the modes on Tik Tok it's not all video it's a Ste pictures on Tik Tok you can do that now

oh I don't use Tik Tok that's crazy you're healthier for it that's why it's like dangerous no no self-control over here so they literally let you do like just Carousel basically very much like Instagram yeah interesting and then is it so it's just like your whole goal is to basically get 20 creators at the same time just like a VC spread out the risk let creativity yeah so you're giving them a flat basically $1,000 a month $2,000 a month something like is that the right range uh anywhere from literally like new ones can be $300

till we have some creators that there's some that are really good that like you kind of got to yeah give them some crazy deal to they know how much they're yeah once they're doing something right so it could be anywhere from 300 maybe 3,000 5,000 if they're like crazy good and then they have but they all get the affiliate link through Tik Tok shop directly yes or no so so two different ways to do it like evil Goods we started Amazon only campaign top shelf my my main brand were like all in on Tik Tok

shop and Tik Tok shop they paid that commission there directly so for the Amazon only are they just all just paid like monthly pretty pretty much then we'll do things like view view bonuses we try to set up affiliate links for like certain ones because you can Loosely track that do they have to post every single day do they have to post they're supposed to so they're supposed to post every day that's Jimmy's job to stay on top of them and then how do you know when to cut them if they're not performing like we

give everyone a month and then if there's not if there's not traction or there cuz a lot of them AR kids right and so they'll Miss days like you can you can tell that's where the the manager tier that Jimmy added has been really helpful like would you yeah would you expect to be profitable in the first month from one of these accounts or absolutely yeah absolutely that's the magic of it yeah literally most like would you how many would you say are profitable in your first month if you had hire 10 just 10 craters

yeah if you did 10 with 10 craters I'd say maybe I'd say maybe 50 60% so but you literally got a 50 like coin flip if this person be you 2030 I'm talking like 90% yeah how just because you have like more swings at bat someone cracks it in the second someone cracks it you share it exactly so is that okay that's interesting so if someone cracks some like you find you basically have 30 people and you just need one person to find like a really good winning format and then as fast as possible you

take that and you put it into so do you have like a community of these people each each brand has its own little Discord it's a Discord and just like Oliver okay so basically all of the creators then get onboard into a Discord they're all making content and then you're just monitoring it you see one pop off then Jimmy or whoever's managing it takes that and says winning format everybody copy this right now and then when it rains it pours exactly then you kind of run up that little micro Trend and they do like weekly

calls and like so you're like managing and training all of them are they like employees for the company typ like contractors contractors yeah yeah but they're like do you guys require like fulltime or anything or just you have to be on this call post this time yeah and at this point too it's very like they don't because now the demand for it is so high and brands are paying more it's it's much more like the brands are having to work hard to retain Talent gotcha and so is there like a little like ecosystem of like

like how can you message creators directly from Tik Tok yeah it doesn't work well so don't do it directly Twitter is probably like the best place to to kind of find them but the Freelancers yeah what what we did too to kind of not democratize this but like Creator corner is 3500 bucks four grand so we have a uh one called your first dollar as well which kind of runs through me cuz I got a big audience and a lot of kids that want to make money online and and don't do anything so your first

dollar is 50 bucks a month and it's like the intro level to all of this but million dollar brand Club Brands will post in there it's like a a micro version of it and so somewhere like that's a good place to find creators there's no like but you're trying to like not yeah you're trying to like create them in a way like you're trying to like attract them into an opportunity and then create them train them yourselves so you're really putting a lot of effort into making sure the quality control of even the creators correct

and they're trained that's why your success rate so high on on Creator Corner in particular yeah like Jimmy Jimmy turns turns away people like if he doesn't think they're going to be good F yeah interesting so if you're like lazy and you're just like trying to hire one ugc Creator like great I'm doing this your odds are just not stacked in your favor correct but so cool you have like all these little advantages so then once you have the creators going I'm curious how like is this actual brand Equity like is like this is like

repeatable since it's democratized across not a personal brand but like 30 just ugc creators once you have that down like is there another vertical you tackle or is that just like you try to scale to as many creators as possible because it seems like with like at some point you win Tik Tok if you're like at at your scale like not if you're the number one product so yeah everything has its moment is what we've noticed on Tik Tok too so it's not like can someone please invent a crystal ball until then over 40,000 businesses

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and Seize Your Biggest opportunities speaking of opportunity download the CFOs guide to Ai and machine learning at netsuite.com wgmi this guide is free to you at netsuite.com wgmi netsuite.com wgmi thank you for sponsoring today's episode you know a product will go viral and then it will pull back like people just get fatigued they've seen it enough the angles aren't working it's like evil Goods like that million dollar month as epic as it was we will pull back I guarantee it we'll need to come out with new products and we'll need to keep the community engaged

but my whole Edge on just holistic business has been the Amazon component of it Amazon is ungodly stable so if you are the number one beef Tallow organically on there you can Bank on 50,000 views a month with a 5% conversion giving you however many sales that is and a very consistent and planable manner so that's been kind of my whole Edge if you will taking that Amazon piece which is like old school now which is crazy to say and rewarding yourself with all the external traffic during the Peaks on Tik Tok while doing all

that well and so they have a stable business then you can keep tinkering with cracking the the the money machine Tik tok's the magic money machine Amazon is the stability interesting and so it's like kind of like the email list do you have email lists is that a thing they're a joke yeah they're joke because you're not running to Shopify or anything just straight to Amazon Okay cool so but have you tried to dabble so you're it's like you're like trying to you put all this like right when you're launching a brand you're putting all

this money into Tik Tok creators one person cracks it you spread that message and then you're trying to like just hit this big month and like win the market have that one moment and you stabilize on Amazon and now you're organically ranking for that term and so is that like kind of the strategy it's like put everything into try to rank number one for the term and then once you're there you're pretty solid obviously you need to stay on your toes for another person to but but that that is the entire strategy and Amazon has

a thing called a honeymoon period MH they're it's it's an algorithm so they need data and when you introduce a new product to Amazon there's a 90-day window cuz they always have a 90-day look back on how they want to reward you reviews your conversion all of that so when you introduce something brand new there's 90 days to basically tell Amazon this product's fantastic and if you combine that with the Tik Tok spill over that's why we didn't give people the option of buying on Tik Tok shop with evil Goods we wanted to concentrate that

Amazon boom to the point that we are number one we are sticking we are viral on Amazon and when you hit that then you have yourself a a permanent winner think of Amazon like digital real estate all those search words are digital real estate yeah and once you once you buy that you're being paid every day so that's the true brand Equity right there so would the creators like would you dial back on the creators after that hit or do you just keep them going we thought a lot about this it's new right like top

shelf my first brand was kind of the pioneer we had a product like this and then down and it's some mix of keeping that Community engaged and strong because creators will go to new brands they go where the money's at right they want to be paid and so how do you keep that Community strong and and kind of weaponized and then how can you feed them new products because and then how can you reignite the existing ones cuz they will come back like evil Goods can go like this then down and then give it two

three months and you find a new angle or something happens in the news right it can always be very um culture based too so there can be moments where it comes back interesting and if you can kind of run it like that then you're going to capitalize on really maximum maximum monetization you'll find all the times when you can go viral when you go viral it's free money um and while still running a stable healthy business M but there's just those moments you need to be on be shooting for so you're saying keep the community

of that Discord the Discord correct but then what about like how would you introduce if you said you're going to make new products like a product line how would you introduce that to existing buyers same same same Playbook really so you're every even if it's a new line it's like a related product and The Branding should be in their mind exactly so but you still have to get them through Tik Tok the discovery machine exactly but but on Amazon there there's things you can do like Amazon has like there's a lot of brandes yeah brand

pages and then now they're even letting you email existing customers like Amazon's pretty good for introducing so you can email existing customers through Amazon so you don't get their contact but you can like you end their back and you can hit send email to your whole list or just single customers to people that have bought the yeah to people that bought the product yeah and it's is there like a is there like a limit to that or is it just it's not super strong and I don't like don't quote me off top but but it's

like I'm pretty sure you can send like an email a day like it's it's so you're not but you're not running email marketing through that or anything M it's it's templated like you don't have a lot of creativity or anything like that but you can contact everyone who bought your thing and introduce a new product do you think they should open that up like if you had the emails of the customers would you even run it no they'll never open it up like what that they they've made we used to be able to kind of

back door stuff like that and they've just made every effort to you know what's on Amazon is Amazon I guess that makes sense because then you're just going to try to siphon them off exactly yeah it's a Shopify page or something okay huh so then you have the that's like your goto Playbook here like for company to company I'm curious this is just like a general genuine question don't think this the wrong way but like why go for so many Brands and not just put all your effort into like like you not think that it's

like like why would do you run Facebook or Instagram ads do you run YouTube ads is there like or like YouTube uh creators not even ads just YouTube sponsors like Jake and go after everybody like Jake basically um what's the thought process behind that brother BL blame Jimmy he he makes money training creators and the creators need somewhere to go that's just the machine you have built up it it's the machine and it's challenged me from a business perspective to be able to Think Through scale and like getting you know partners and people in place

and and figuring out how to systematize and get the right things you know in order because we definitely have you know I mean there's one brand that has4 or500 million potential for sure that that I don't I don't talk about on here and that's like one that's its own Focus like we hired a CEO and we're spinning it off right and we're doing those things we're we're doing Facebook we're doing YouTube we're going for retail so is that how you would scale I guess I don't even I don't even know I don't know if that

was a naive question or not I'm a guy that like I go from zero to 50 million well like that's kind of my my range it's good self- awareness yeah and and and you're in your 20s my other partner is the guy that you know he sold a pet business for for 600 million and so he's kind of seen seen that world and becomes more corporate and and stale but 0 to 50 million you're looking for a profitable Playbook M so all I think about is what are the pieces that you can put a dollar

in the machine and make five and when you talk about things like meta ads it's pretty well known like they're not what they used to be 100% you know what I mean like seven years ago that was the the thing option yeah yeah and so YouTube like I'm I'm constantly scouring opportunities but for for two years until I saw your podcast with with Oliver mhm there there wasn't a thing like Amazon was drier than ever like you know it was your was mature comp and then all a sudden I saw this thing and I go

oh okay that's we have something again and it been two years and um and that's how I I think about business so I'm always looking for those verticals so you have the biggest Arbitrage right now with Tik Tok shop so that's the biggest opportunity maximize it and then once you that I mean 50 million is a great you sold your last mon for 30 million right I'm saying 50 million Revenue yeah yeah right but how how much how old were you how old are you now uh I'm 32 now and I was just about turned

27 it's 26 so you sold your company we 27 now you're 32 damn dude you're killer that's crazy okay so then you are investing in like is there like any sort of like how are you getting I don't want to go deep on this topic how are you getting deal flow like how are you finding people is my community so that's what the whole point of your personal brand is now exactly so it's kind of like the same thing as Heros a private Equity it's super the only difference is I charge like I charge be

a million dollar brand Club I looked at horos thing but you're more like incubating right so you're like incubator for physical products I mean he's just like all he he's just good at sales so he's optimizing for companies where you can just Implement a sales team for info basically we're just looking for good products ideas and entrepreneurs and then we have the edge for them and so but you have you kind of at that point you kind of have to charge because if you get a ton of free offers then it's like overwhelming people yeah

like I mean out of all the things we've done we've invested in because most of these Brands even if they make some money over a couple years the chances of them selling for money that matters to me or like my partners is is low so we're trying to be really strategic with the actual in you know we made we've made seven of them in in in two years so it's not like we're you know trying to grab pieces of everything it' just be a pain in the ass on the tax return yeah yeah it's just

like you're making content that gets 100,000 views you sort through like the series 100 people and out of those 100 you choose the seven that actually have what it takes that you can put your machine into dude you're playing the game at the highest most modern level this is sick well we'll see how it plays out like I'm I'm trying to do it right for real what do you think the time Horizon is that you have to play on I I I think I think in in two or three years will know like who win

this game is the selling yeah is the selling process hard for these type of companies like what I'm very curious on how like a cpg brand would go through like an acquisition yeah the the bigger the exit the more the more stringent the acquisition process are there companies that just scoop up like $10 million suppl like they let you do all this work and then just like scoop up 10 million to try to take it to 50 or scoop up 50 like is that like a thing is there like te to it absolutely so that

why you said you're like a 0 to 50 type of guy and then there's like people that like once you get to 50 they know how to but that's more like local manufacturing distribution no it's it's more systems and process and like business Ops so that's when you kind of go from like you know you're in the slack room with your guys firing off ideas thinking about everything to all of a sudden now we have a marketing department now we have a CMO now we have I probably what you know wop's going through like all

that organizational stuff that I don't like like I just I don't like corporatization me neither no and and yeah I was like I'm a content creator you know that's what'll take a brand from you know double digit million Enterprise Value to to multiple nine figures like just a because it reduces risk it's like it's no longer dependent on Rob's brain it's no longer dependent on just the Tik Tok system now of a sudden you have a a welled machine that anyone can buy okay so I think that like it's kind of crazy I don't know

if I've since I talked to Oliver and I've seen like I'm so understanding of the strategy but like there is no doubt that everything you just said is like 100% objectively correct and it's the most modern optimal way to scale of brand and it's repeatable you're doing it with seven people and you just told everybody in the world what to do just like Oliver did a year ago and you're seeing the success but yet a lot of people watching this won't do it why is that I it's probably like ego like or not you go

but you're scared of trying because then if you try you fail that's my only perception like the easiest Cop Out answer is like you know what you need to do but then if you haven't done it yet what does that say about you and it's kind of a hard pill to swallow for your ego and you kind of like but it's easier to like just say this guy on the internet's a scammer or whatever like it's easier to protect yourself than admit that you don't have what it takes right now you need to go work

and gain skills yeah that's my best answer what do you think I got a couple takes on it why would anyone lead with their ego when success often comes from failing fast and your ego never wants to lose I failed for several years after I sold that first portfol like a a double digit entrepreneur you know eight figures I failed for several years I went under on a cookie compan I went under on a protein bar company but it was those losses that led me to Oliver in this system and if I led with my

ego I would have kept trying the ego wants to win right but once you logically understand that losses are what are going to shape wealth and like your actual growth then it you you level up I think most people are afraid to think about like this get way too philosophical but the the genuine reality of of Life of exist like people don't think about I'm going to die mhm I'm actually going to die M and I'll have all this Netflix information and I'll know who won the the sports ball game on Sunday and I was

too scared to start the the business even though I I went down the rabbit hole and told my friend about it because it felt good and I was really smart and I think if more people looked at the lens of life through death they would be more willing to do [ __ ] that actually mattered and do [ __ ] that changed their life and and I've been trying to speak a lot more on that because you know social media is relatively new to me like how long have you been do YouTube eight years three

for my this channel for this channel but yeah content for eight yeah and content is probably like a two and a half year thing for me serious and I was like I can just come with tactics and show people exactly how to do this and just be raw and real and then I didn't realize how many people are in their head they just need to be told they can do it or that that self-limiting belief needs to blow up and so I've really tried to make that a pillar of my personal brand cuz I think

it's important like I don't want people to give a [ __ ] I don't want people to give a [ __ ] about other people's expectations I want them to look at me and see a guy that's like close to unhinged with just the lack of care for what other people think about me what was your self-image before you started your first brand like I've always this has always been my natural state of being like I feel like my mentality has been the exact same since I was like 18 19 when I picked up my

first camera it was like this sounded like a fun thing to do I just like trying stuff going out doing things in the world and make money from it and such like I feel like I'm just doing the same thing for 9 years even though every business has been different there's been a ton of failures so what was your mindset when you were just starting out not mindset but like self-image like perception of yourself I've been born and died like seven times in the last 20 years like actually and when I first started when I

first got out of college I think I knew I'd be an entrepreneur and um like I just knew I'd find a way to work for myself and make money and I still spent most of my time like eating Chipotle and going to the gym I was like a gym bro and then kind of was like looking for side hustle type things to kind of you know find whatever mhm and it was when I found Amazon and realized how much money that was being made that like that was like my first death I went from like

a guy that you know like how many times I could bench 315 was my life like that was my my self-image I didn't particularly care about like clothing or fashion or anything like that it wasn't a huge interest it was your thing like I'm the gym guy I'm the gym guy and and that person died violently and it was replaced with a kid that was willing to sit at that computer every minute of every day and do whatever it took to grow that business because I knew there was a window could you explain that death

what do you mean by that and why do you use that such aggressive language because that that was my entire personality that was me but was it like a hard thing like were you like hit in the face with something that made you do that like what was how were you able to like kill that identity it's hard to do like consciously at least yeah honestly one of the moments that that sparked all that was the the passing of of my grandma it just kind it all happened at once like I I i' wandered into

this Amazon world and I was just kind of starting I had a different brand modern man that did did did well but I was just starting that I was kind of dabbling I'm making some money and she was like the the center of our family and that's why I tied everything back to death earlier but I'll never forget this we I'm sitting at my desk like looking at some Amazon stuff and my mom calls me and she's like hey your your dad you know took your grandma in and um she like Trails off and I'm

kind of sitting there I'm like what what's what's going on for an operation she she didn't wake up and her voice just explodes you know and uh I'm s everything just kind of went numb and I'm like what you know what's going I'm this kid I don't understand death I haven't lost anyone I got both of my parents and it was just like shaking and she went in for an operation had something in her leg fixed it was like super routine young 70 like center of our family you know saw her once a month for

dinner had been with her two weeks before and uh her heart stopped and they spent 50 minutes Reviving her and long story short she's in ICU all week and that week of seeing my dad like a guy that's I look up to my dad he's like my my idol and seeing my dad for the first time just lose it like like actually break down and seeing people come and you know console him as he's just begging his mom to wake up on this hospital bed she's a vegetable like we know she's probably not right we're

just we're hoping for a miracle hoping for a miracle and it was this relatively traumatic event as a as a young kid who like at the very end of it it's on it's on EAS of all all things after that whole week you know my grandpa decides like it's time to time to pull the plug and we all went in the room my dad couldn't be in there my grandpa couldn't it was my mom my wife and then a couple of the the other women and you know they're playing Elton John Rocket Man her favorite

song and I I just I remember that Flatline you know they take the tube out a gas for air Flatline I remember just going over and looking at the window like like whoa like that's going to happen to my dad that's going to happen to me what what is life like actually you know and it kind of led to some turbulence in my personal life and and a lot of issues after that but on the other side of that that's where I realized like okay well Nana would would have wanted me to see me do

something meaningful with my life she would have wanted to see me build something she was already proud of the direction that we were headed you know she was born 15 my dad was born when my Nana was 15 and a [ __ ] in Tennessee like they they came from nothing and my dad's been a relatively successful entrepreneur with you know no college education I know she was super proud of that she was proud of the direction I was headed she was encouraged and and I just I kind of grasped onto that and said like

okay well let's make this life something that generationally it it makes sense and and yeah did you so so sorry about that story but it's very interesting did that what like so you said that you basically the mind frame shift was I was just doing being a gym person but now I need to like actually like accomplish something of of myself and so it gave you the kick in the ass to like I need to be something why was the be something so the B something was because your dad was an entrepreneur that she respected

and so that's what you wanted to be in line with is that correct I think just in general I wanted to do something meaningful with my life I'd seen all my friends like in the same Hometown doing nothing and it's just like okay it's time to to separate how did you settle on what you like supplement or whatever the first bus so I was already kind of wandering into that world right it was there there and around that same time I had a friend sell a company for $4 million so you saw it and and

that number to me was like insane I was like oh if I could do that then I'd never have to work again obviously wrong like you know million ain't that much but um that sparked everything and and and just woke me up and I I I didn't go to the gym for two years I lost all my like literally two years I lost all my muscle I sat behind a computer I developed like damn near scoliosis and I learned so much about business and scaling I read all the Google you know archives I read everything

I could about Amazon and that A9 algorithm like and that's what that's what it took interesting did you I'm curious cuz you have like a really cool aesthetic like and it's like a very coordinated like look thank you but your look before this was also like I would say it was slightly different but it was all very put together and unique which which time which time I've died a lot remember I'm kind of old I'm 32 now well that's what I'm saying but I'm saying that I don't know like you seem to be putting effort

into that and is I was wondering if that is like when that happened did also like do you use like like Kanye has done this and don't don't compare to Kanye but like maybe I should but he like goes through different eras and he like fully commits like his like aesthetic his personality and so is that a self-image change like do you use your clothing and your appearance as like it's a weapon I round into new eras and if I'm if I'm in Austin I got Cowboy Rob and there's been an alien Rob at some

standpoint you know so explain this to me cuz this have you read the book psycho cybernetics yeah of course yeah so I'm like is this like a that's why I'm asking asking all of this is this like a thing that you've like leaned into where you it's incredibly powerful you're explain cuz you're like someone who's doing it very visibly and that's really cool to me and so i' would love to hear your thought process behind that I spent $70,000 of a permanent diamond in my tooth so GS and your teeth are funny sick but but

psycho cybernetics is that that idea that like confidence in who you are like comes from from looking at yourself you know and I wasn't that building genius that was a that was an afterthought it's been a a something over the last three years where I say I if I want to be be that guy or I want to be like a a pop culture icon or a billionaire or like all these goals that I don't yell about but might have written down I need to continually become that and I need to invest in that and

those need to be the we talk about investing all the time we putting money in the S&P 500 and this and that but where is the investment in yourself you know like where's the investment in the the gym and it almost sounds cliche but I want to I don't want to talk about it I want to literally be it I want people to go look at Rob from two years ago and I want you to take notes on financial success and Visually what I look like and all of that and and I want you to

see that and then I want people to understand that Playbook is's real and the more you focus on I call it life maxing but you take that scorecard of all the things you like Fashion's unique to me like I I love it I don't think everyone should I think a lot of people shouldn't give a damn about it but you all have your unique things that you do love you know whether that be guitar or or whatever and you focus on developing those components of your life and the returns I think are are unmatched like

but do them intensely and consciously is that what you're saying int yeah with intention like literally make a scorecard like like fashion right now if if l y is 100 like where where am I at and what do I need to do to get there what do I need to learn what do I need to so it doesn't matter what or why but if whatever it is do it fully essentially is this something that's conscious for like personal branding like I didn't know if you were like I'm going to be on camera so I need

be like identifiable is it was it like when you cuz you kind of pivoted into this personal brand game now too not pivot it started that three years ago just just I was in Puerto Rico in my you know $15 million house and I I'm not going I'm getting no Tik Tok action I bought these Tom Ford glasses cuz I'm in Puerto Rico and I yell about people they're not going to be multi-millionaires in crypto with my glasses and it goes crazy viral and I'm like huh since then I've probably bought you think a 100

different pairs of sunglasses we spent 100 Grand on sunglasses since then but that was like my first um kind of like understanding that that visual component really matters people love to say how you look doesn't matter it's what's on inside it's [ __ ] it's [ __ ] and but the cooler part is you can 100% influence and control that right like I still I mean cool the teeth are one thing but like I hit the gym like crazy like I I I spend time like weing you know like like curating these things crafting these

things during during that L after that period you tried two more Brands is that like yeah I start I started four and uh actually three of them failed one of them was like an investment so I don't really like yeah chock that up and the other was Top Shelf like top shelf wrote it out through that time period and now so what's your thought process because like I've I also have had like 18 different businesses and there are period it's it's so interesting for me to look back because I'm like I was so delusionally like

sure about that one being the thing and was so into it telling everybody around me this is going to be a huge deal all in on it and then something else pops up and that how do you allow yourself to like your ego to take that and then to move on to the next one and then equally get as delusional about that one what were you doing in the ls is like my question I guess it's that failure it's when you feel sick that you lost or you're or you're not who you thought you were

those are the moments that actually shape you and you go through enough of those that you almost start looking forward to them like you you no I mean really you almost walk through life like you know what everything's just an up and down it's another test as long as I'm strong as long as I'm like but this is what dictates everything between your ears like like happiness comes from your mind State like if a loss is a lesson you're good you know and the stronger you train yourself up there the more routine all of this

comes and the more you you know to seek out the good things and so getting delusional on new ideas it'll always be there but I'd say there's a level of of understanding that I've just I've been hey look like I'm older now I live and learn like you know like the first time it happens it's it's demoralizing have you found the way you think when you were like 23 24 being like very like outcome focused or like material focused and now that you gone through the spiritual phase like did you think that more stuff I'm

curious is what how your mindset shifted after the spiritual phase or how your approach to life like right now I'm like much more like have you read the surrender experiment have you ever read that book where you just like you kind of like just agree you're not in control and like you have like you intend to be in this direction and just things are going to work yeah things are just going to work out for you basically like do the work required to succeed but like don't think your analytical mind is going to predict every

single step no exactly exactly you look at you look at so it wasn't really from my spiritual time but I had a I had a experience a couple years back where I thought I was going to like have a long battle with cancer like I had a melanoma cut off my ear and it was it was jarring cuz again you're that like Health freak you're this guy like yeah Health like you're not going to die young and then I had a pretty real flirt with With Disaster and that sent me down a long long thing

where the outcome where I came on the other end of it was wow this this whole thing is a is a plot that we can't we can't see MH and the more you're in tune with that this is kind of the spiritual side but the more you you you surrender the more you're quiet to it you realize you can kind of see it unfolding and even influence it sometimes M it's when you resist it's when you fight it it's when you want some other plan that's not already there like entirely not there that you that

you become unhappy and you lose you know because think about your life like the the moments that brought you here how you found YouTube how your friends with you know whoever and they're so random and they're so why I'm here they're so fluky right you want know how I know Jimmy what Jimmy probably the the single most impactful person in my life over the last decade but financially like life all it I met Jimmy because a deep fake went viral on coffeezilla with Joe Rogan and Andrew hubman do you remember that it was all over

internet history right you make a video on it a lot of people did no but that was someone who was working for me for with top shelf with that brand and oh you're talking about the Deep fake AI Joe ran like ad promoting a supplement uhuh yeah you guys did that that was my supplement good marketing and Jimmy was the person that retweeted it and I don't know Jimmy this time I have no idea who this kid is he says H he says holy [ __ ] you know like AI for supplements now how is

this legal mhm first comment an attorney it's not I'm watching this thread 30,000 views it's Super Bowl Sunday I'm like all right it's going to blow over right half time it's at like maybe 200,000 like it's it's bad but it's not like you know it's not going to ruin anybody coffeezilla retweets it 20 million views within the next like 24 hours coffeezilla is reaching out to to me he's going on to Rogan it was this whole thing I'm like damn this company's over my rep going to take a little rip here like this ain't good

you know and it was like a genuine I was trying to do that affiliate system with people and someone spun that off and it like so one of your Affiliates did that yeah and it didn't sell any product like it like it it genuinely wasn't like a I mean the numbers on the business were what they were I wasn't making like good money like just and um interesting and that fluke you know goes viral Jimmy retweets under the thread well if anyone actually wants to learn how to make money on Tik Tok without deep fakes

hit me up nice and so I did and had no idea who the kid was and if that sequence of events didn't happen my life would probably look dramatically different and that all and at that time that was probably like a horrible thing to happen in your mind sickening like I'm on the phone with the attorney my you know my attorney on Super Bowl Sunday I'm like man we got to talk to Rogan's people I like tell I'm sorry like huberman's tweeting on the thread never said this you know I'm like damn how' they find

you how are you even associated with it I own the company like so they just back okay back I wasn't secretive with it yeah and so um like obviously that was kind of the message too it's like okay well if he would you know you think he okayed this like he's he's and so shout out all of all those people involved like huberman great guy Rogan great guy like they so they all you had to talk to them and like cleared it up like yeah like we we donated to huberman's like Char you know like

charity something they were cool like they were like show us did you make money if we made money they're gonna take that money yeah but they're like no this is the the numbers and like you know all because you had affiliate program and affiliate saw an opportunity to use AOG yeah it was a horrible defect it it wasn't like good but it was like in the time where that was really popular and it was like it was the first bro and it was like honestly smart it was the first if you could do that that'd

be the smartest thing to do but yeah super legal so yeah that all went down but that that's my point it's like after that moment I just I felt like there was a whole new level of trust in the universe and and less care about money it's kind of funny like the the less I've cared about money the more the Richer I've gotten The more I've like been willing to go in all all in on experiences different people buy gifts like really just invest in life the the better it's gotten and I feel like that

inherently comes from trust in faith like whatever that might be God what however you want to call it yeah so that I just want to go back to that because I think a lot of people we hear these stories on these podcasts especially if people don't know anybody that goes on these podcasts you're just like an everyday person in Kansas where I'm from and you hear someone say that that sounds like a really like of oh that's amazing for this guy he made that video go viral and then he met his partner but like I

don't I think people fully grasp how unfun that month was for you and then you had no ability to see that this Jimmy Farley guy that you replied to is actually going to turn into what it is right now at that time you just replied to a tweet totally out of your mind and you're going through whole on crisis this company's over like literally probably one of the worst times of your life for months day in and day out anxiety you have to reach out to these teams uncertainty are you g to get sued like

very very not fun one or two months I'm sure or a week or however long bro I mean really a brutal two years prior to that on top of the two years yeah like like it was really just you know I had the health thing and I would say what what started to shap shape everything this why I can't I I can't tell you exactly like people say oh that's Fufu that's stupid but I got through that like you know kind of cancer scare and realized like I want to live life mhm and I'm tired

of being this guy that wants to be super Frugal and sit on money and I was like Jing I my wife I haven't I haven't seen the world like I we can I can go spend $50,000 on a vacation and it's not I when I stole genius I didn't do anything with the money for like two years like I had like a a a model X you know in like a $2 million house in in isqua and I just I I don't know I was start trying to figure out how to be rich I was

scared to lose it and um it was very strange and then something broke in me where it's like okay I could literally be dead tomorrow M let's go let's go spend that money and go stay at the best hotels in Italy and and so we started like you know my parents I come from a we have conditioning from our parents of course and I come from a very you know my dad grew up with nothing and so that that was like drilled in me and so they'd call it frivolous they'd call it stupid and I

was like [ __ ] it you know like no we're going to go see the world like I worked hard for this I could be dead tomorrow and or or cancer could come back and like I could live an entirely different life so let's let's hit it and it was when that shift happened that's when I started buying nicer clothes like I stopped worrying about those things and slowly I think that's what attracted the better things in my life like actually and this is a this is a double digit millionaire saying that who you know

is is very analytical like I went through all the wealth protection stuff of like Risk and you know how to how to properly manage your portfolio and all of that and then I was like no [ __ ] it like let's money is energy it's it's energy and it's something that can be exchanged for a better life for better experiences and those experiences could introduce you to one person that makes you 100 million and that that's the shock that people don't get the more you're fluid with it the more you're abundant with that [ __

] it goes out it comes back and your life just keeps getting better it's not like a good economy right now and we've been like balling for a there better deals on the fashion you know and I really believe that but it's hard it's hard and I think there's a lot of work that needs to go into it first like people need to separate themselves from it's that like cliche self-help stuff but really like separate yourself from the down energy separate yourself from the from the friends that aren't going anywhere you know like start taking

care of yourself to a respectable level start having respect for yourself like hit the gym like those are all the things and then the second you do those you get you get motion but the problem is people aren they want the motion immediately nothing happens immediately like you expect cuz you went you know it's almost like the universe is watching you and rewards the effort and they put the next carrot in front of you and like see if you'll CU you're stepping take the right to and if you Resort back to old ones it's like

killing momentum and then downward trajectory exactly and if you like reinforce that behavior it's what you get like the universe is a mirror exactly you're stepping into who you're supposed to be and then the further you get into that cuz you even at the highest level you get pulled back like [ __ ] just happens but when you're really I'm telling you you're like there with fate like times damn they're not real you're like oh I already I achieved that I can actually see it like that's how that was supposed to be I was supposed

to get my wife here I was supposed to like you can you're so in tune with it and so then when something that bad happens to you in the future you just like laugh and you're like all right like this is for you have to trust it's for some reason and there's some lesson here that's going to get you to where you yourself image is saying you want to be as long as you made that mental decision that's how you have that's the perception you have to have or perspective you have to have could you

point back to when you were going through those two years for like the failed Cookie Company to what the piece what the lesson was with that business that then resulted in what you're doing now like what you what you gained from that the the health stuff the health stuff is what made those matters zero it's that it's that nval quote it's like show what is it show me any your incentive no that's that's no no Nal has one it's like any any dying man only wants to be healthy or something like that I butchered it

but it was it was it was that it was like none of this business stuff matters you know I'm 28 29 like it'll sweep away people like who cares what other people think on it what matters is I'm healthy and have the opportunity to live life and so that added I've had so many layers of perspective added on top of just general business right like real [ __ ] happens friends die like like those are the moments where you kind of go okay this is super important and I love it but at the end of

the day I want to be living life a certain way and so if I'm doing those businesses and and not liking my life I shouldn't shouldn't be doing them so then would you think about yourself this is where I get so in my head about stuff like if you were 22 again is this the correct advice or is it the point that when you're 22 you're so hungry for it you need but you have no hard skills and so is that the luxury that you get to once you have hard skills and that by the

age by the time we were both 26 we both had accumulated a lot of hard skills then we were like so is that that's what I'm saying the need those hard skills but but I'm still understand I don't buy into like the the balance and the the seasons or this I'm always curious and I'm always trying to learn new skills and I never want to get go old and I'm learning from younger people that's been one of my biggest advantages like I I accept I'm not the young kid anymore like I can tell you more

about Tik Tok business than most of that generation right because I'm I'm curious and I'm constantly developing hard skills you can do those things now when you're 22 you have literally none so you need to sharpen something fast but I look at these kids who come into Jimmy's Creator's corner and they develop that first skill and they make money and this is kind of our whole philosophy with all of it right okay now put that money out there in the universe see what it does for you Don't Take Your Eye Off the Ball keep working

keep thinking bigger but don't be afraid to to you know move to Miami don't move to Miami terrible Place uh I hate Miami but but that that philosophy you know they have to get some hard skill but once you're kind of on that treadmill you can you can do it all that's the life maxing MMO so it's like so such hard advice to take on the internet because it's like there are wrong things to spend money on but spend it it's energy use it to move forward in momentum as long as it's directionally where you're

trying to go take the risk 100% but I guess with the what I was talking about with the cookies and whatever these examples were like is there a t lesson that you learned with no but it's a good answer but is there an objective like can you look back and be like there was a lesson in that business that I learned or a perspective or a strategy or something that you like actionably used now that is key to this business yeah I I chased things I didn't give a [ __ ] about I I built

those Brands so I'm full of cliches I built those brands for for money I thought keto was super trendy I didn't give a [ __ ] about keto I knew it would would die out and I thought I could just Catch the Wave i learn that unit economics really matter like you can make 60% margin but if it's $25 a bag that doesn't work on the internet and so I I preach that from a tactical perspective but there's something to be said for having a level of care interest and passion in what you're doing that's

so clichy like people I want to go where where you know I make money but you can make money and do something you like like I can build a company like I'm way more interested in evil goods from The Branding from from all of it like I just am my partner the $600 million one you know like he he loves the pet space so when we're when he's invested in one of my sub businesses he doesn't give a [ __ ] but when he's launching his pet Venture you see that that fire ignite and when

that fire is there you're amplifying your learning you're amplifying your growth like all those things right that that constitute a day if you're going through it half ass you're not getting better at the speed that the guy is whose Heart's On Fire right and so that that was the the mistake there for me that's the Nal quot like do what feels like play what other what what looks like work for others feel like play to you or something like that and that's why I love this this stuff now I genuinely like love it I know

I'm not the best but I know I've learned a lot and like I've just seen my growth in two years of this ver you know personal branding content versus trying to pick up other skills that I don't care about I progress zero whereas this it's like oh what constitutes a hook like what you wear the different sunglasses and it's like you get those reps in and that's how you become something it's like do what gives you energy mhm see I feel like the cliches are actually like what you need but you have to experience it

firstand to then understand the data compression where if you learn the cliche first it's like do what gives you do what gives you energy it's like okay I'll do cocaine and and but that's why I'm doing this not the cocaine I'm not doing cocaine but that that's why I'm doing this it's because you can't tell people [ __ ] MH you can't people don't listen but you can show them when you look back and you see the video of like oh this was Rob you know three years ago and then you see me sell a

company and live the you another one and live this certain life that's when people go oh mhm and I realiz that when I sold genius I told you I didn't spend any of that money right and no one took me that seriously in my hometown I didn't know it like I think they like oh you know successful entrepreneur or whatever and then I go buy the crazy house in Puerto Rico and start talking online two and a half years after I sold my business and people are like this guy's something and and and but but

you can use that as an inspiration for for others if you do it right and that that's what I hope to accomplish what experience did you have that actually cuz that probably showed you personal brand yeah like you had $30 million or whatever it was and no one gave a [ __ ] and and probably didn't believe you but once you started showing it they're like it's like undeniable or like what experience did you have that made you see that personal brand was the thing that you want to do that I actually wanted to do

it I I just enjoyed it honestly I enjoy every component of understanding I think it's the opportunity to communicate at at scale like to the masses and I think there's something really powerful in that I think you see it in political you know discourse and and I think it's one of the best talents you can have so that that Drew me to that world just yeah the skill so right before this podcast right before we record you said the stuff about Mark Cuban like but you think these people now that are doing the personal brands

are going to be how we Perce how we perceive like Elon and Mark Cuban all these people that're like the 40 50y Old like big boys PayPal Mafia all those guys how we perceive them now you think that the people who have personal Brands now will be the equivalent in our generation in 10 years 20 years think the one I think I think whenever you combine Enterprise and media mhm I think you have a real shot at at something lasting and that that was Trump that was Cuban like you know the broadcast.com or no no

no Cuban sold a company successful entrepreneur and then went into shark and got the media and Trump was whatever he was and then The Apprentice right then he was a TV star and so you look at like we don't watch TV anymore we watch YouTube and so if you're doing this properly with the real Enterprise component you'll some people in this space will become the future voices of that so so is that when you so is that perspective of documenting and like stating what you're doing publicly on purpose or just like literally being in the

public eye and then people kind of know you're the you're the Tik Tok shop cpg guy like I don't see see at the end of the day too you don't no one knows Mark Cuban is BR we know broadcast.com but the average person knows that's the successful business guy that owns the Mavericks right the Mavericks yeah now it's the Mavericks yeah yeah even though he sold him but but I mean Trump similar deal like no one knows that's a whole another case I guess but it's on the hotel I I it's just the ability to

inspire and entertain people mhm however you do it that's kind of the the beauty of it we don't know exactly like didn't horos just mess around with like a docu series like meet the hormos like something like yeah that was like a on their Channel at the bottom like the hormos right yeah yeah and so we have that ability I just believe we I want to create the world I see in my head and I know the components of it it's like if you entertain people they will watch right or if you inspire people they

will watch like if you're uh I draw a lot of inspiration from music and you look through kind of what makes like an artist successful and it's a lot of those pieces with a certain image and so if you can bring those components into some form of media whether it be Instagram YouTube live streaming while still having those actual credentials I think there'll be some very strong household names over the next decade because this is how we grow up right this form of media it's kind of accessible in like a land grab in theory even

though it's kind of mature it's still kind of early for this it's shifting to that level right 100% what have you learned from artists that's interesting oh I I I draw most of my stuff like my Instagram is largely based off Drake yeah it works like every component of Drake for visibility and personal branding and from the stuff he wears to he's the guy that played this last decade perfectly in the Instagram era like he just you know from picture posting to collabs to to all of it and you go if it works in that

domain it will it'll work in another and um artists are some of the best marketers in the world like it's kind of no different like their businesses the music and the but their personal brand is Instagram and their perception and the stories and the pr and rumors getting told around them and now we're shifting into this Tik Tok era where like that'll be different than Instagram now it's like who can tease the songs who can go viral who can do multi- Channel distribution what we're doing with products but what we're doing with products works with

music if we had 50 creators who could do 50 dances that you know could go viral you could have a number one bestselling song on all platforms it's it's a fun fundamental shift of the world across the board so in theory everything's a personal brand everything I don't know if I'd say everything's a personal brand it's just information is being disseminated in a fundamentally new way and every time the ground shifts is where all the opportunity is like I mean Tate Tate leveraged exactly what we're doing with product and he became Tate's message isn't new

Tate's Persona isn't inherently that new right like guys like Ric Flair were around W like it's a likable thing we know there's a a market for it but it was that manipulation of information how it's disseminated and there's no gatekeeper on who can distribute that exactly in your control it's a it used to be Hollywood it used to be TV network and all of a sudden if you make something [ __ ] dope enough you can be whatever you want but you have to be in full control of that and creative enough to do it

and have the balls to just like the BS put stuff out there right I put out a lot of content that like flops but that's what you have to do I mean the hardest part is that you're going to say something now in 6 months is going to be you're going to have a completely different opinion and then the exposing niche of YouTubers are just going to hey that's no issue for for politicians you know I never said that s it's right here no but luckily we'll yeah exactly exactly say we're going to have that

excuse in the future which I'm actually so excited for not because like I need it but just because like imagine being in the 80s or 90s like or 70s like just being able to be yourself and not have any worry now you go to clubs or anywhere out in public and in LA and people are just like afraid to have fun because everybody can record it so maybe AI will give us that freedom back that's my that's my thesis that's my hypothesis and we'll check back in 10 years or it's the worst thing ever and

there's cameras detecting everybody but who knows we all are Ai and just gone yeah we'll see Terminator all right well your YouTube channel you like came on this scene really strong and your YouTube content is like super inform informative you're probably like one of the most like actually like credible people to be teaching especially your teaching your actual domain of expertise and not selling some sort of like productivity course or anything like that so shout out to you for being so open about it shout out to you for giving everybody the blueprint it's nice that

when we talk in this podcast that you are just literally sharing the best practices that you've learned through 10 years of failures like you exactly how you said the last two examples of cookies and the other one before that like choose a product that you're happy with make sure your margins are high enough those are all lessons you learned and you just internalized it in the first 45 minutes and just gave us the objective correct path and exactly what's working right now so anyone watching this that wants to do a physical product business you know

what you need to do now let go do the work in Risk failure and learn but absolutely Rob huge props to what you're doing brother thank you for coming anything else you want to share any platforms where can they find you no just I appreciate it rob the bank on Instagram rob the bank on YouTube and uh I have a new thing I've been saying it's like if anyone wants to thank me for any information I put out just go get rich yourself oh that was sick hell yeah thank you so much bro thank you