Make So Much Money You Question It! - Get Ahead Of 99% Of People & Win At Anything | Alex Hormozi

you lay out three traits of ultra successful people yeah I don't know if they're yours or if you read them somewhere this is so brilliant and when you said it you put words to something that I have felt for a very long time yeah um if you don't remember them I have them here but if you remember I remember them yes uh and so it's there's three traits that people then they looked at because they were trying to find Habits of Highly Successful People and when they actually pulled apart it's not you know and I

hope I'm not contradicting anything um but there's people who are really rich who wake up really late and work really late and there's people really rich who wake up really really early and there's people who really rich who eat really healthy and there's people really rich who drink Coca-Cola and eat french fries every day and so there's all these things that we want to make as truths but there there's easy examples that counter those things so it's like what are the few things that are true or at least that seem to be present in all

of the situations and it seems as though there were surprisingly few and so the three common traits that they had they had found were one that people have a superiority complex they believe they're better than others and they believe that they deserve more than everyone else does and that they can accomplish big goals right so they have a bigger Vision because they believe they deserve it or whatever it is that they were able to identify that the second thing that they were identify is that they had crippling insecurity and which which is a paradox of

paradoxes they feel they'll never be enough um and they'll always be measured against the things that they've achieved and so you've got this crazy dynamic between they they think they're better than everyone they think they deserve more they want to go after this big hill and at the same time they fear they'll never be good enough they'll never actually achieve it and they actually suck and then the third piece which kind of adds the beautiful like mix of this is impulse control and so they're able to control their actions and focus on a single thing

for an extended period of time and so if you put those three things together it's like you've got a big goal that's pulling you this way you've got this big fear that you are running away from and then you've got impulse control to keep you focused on the one thing that matters yes and if you do that if you if you are the type of person who has those traits then you are very likely to be successful you gave me the chills twice while you were explaining that so this is I'm often asked like hey

you know what does it take to be successful or how did I get successful and I'm like from the time I was a little kid so I grew up lower middle class and but from the time I was a kid I told everybody I am going to be rich like you don't understand I'm going to be rich I was so angered by not being able to get the things that I wanted as a kid and I had a little problem with authority and so I felt like I was being told that I had this box

of stain I was like no no no I'd always had these crazy dreams and I just believed I could make it come true yeah but I'm terrifyingly insecure that I'm not smart enough to pull it off and I have something I need to prove to myself to my wife my father-in-law my own parents like I just no matter how much I achieve I still have this right so I I have this crushing need to validate myself and to feel like no you really did have it kid and but I am psychotic at my ability to

delay gratification yeah like I can suffer and toil and grind and just like I don't need to eat the marshmallow for a hundred years right which is stupid in some ways but you put those three things together and you just go and go and go it's really G my yeah yeah so to the marshmallow point because I think this is really interesting and I don't think it's talked about enough which is they they like to separate the kids into the two buckets right like uh kid who waits for two marshmallows and the kid who just

says I want the marshmallow now but I feel like they should have a third bucket which says how long do they ask the kid to wait for the marshmallow right because it's not do you have like because I like to think of things like a lot of times we have false dichotomies or we have binaries where're like good or bad you know disciplined or undisciplined I'm honest or dishonest right when I think more reality is to what degree am I honest to what extent am I disciplined to what degree am I you know loyal right

oh God there's a whole conversation there yeah and so I think that each of those three traits that we just went over it's it's not do I have them or not for the people who are listening because people like to think yes I have it or like oh well I have all three of those it's not having them and I'm sure you you've interviewed some of the most successful people on the planet it's how much do you have yeah right and so I think that like your ability to delay gratification it's not just like oh

I can wait a week or I can wait a month but it I made this tweet that that went pretty viral and it was like if you can wait a year you can make a ton of money like if you can do something for 12 months you can not need for financial goodness pretty much for the rest of your life I'm not saying you're going to be hella rich but you're not going to need for anything if you can wait 12 months if you can wait a decade you're going to be above the 1% if

you can wait 10 years for an outcome be able to do the doing without seeing the result for 10 years you will be able to be above any most achievement of most people and if you can wait a lifetime and you don't even need to see the result of you're doing this even while you are alive but know that it may get done after you pass then I I believe that you can change the world and I mean that and so I think that if people can just extend the time Horizon that they're measuring themselves

on they can just do so much more I mean you've probably heard the Bill Gates qu where he says people overestimate what they can do in a year and underestimate what they can do in a decade I think it's the same thing just continue to drawn out and I think as I've as we've been able to you know achieve more leverage and make more money Etc my Horizon has extended and when I listen to the people who are the people who I want to emulate I can almost tell by the measurement of money that they

talk about and the measurement of time that they discuss how successful they are or how successful I think they're going to be like if I talk to a 25-year-old and he's talking about what he wants to do in two decades and his whole plan of what he's going to do as long as he's not just blowing smoke because he's heard an interview from me um then I'm like this kid's got it he gets it he gets it and most people just don't think they they can't wait 90 days they most people can't even wait a

month right they start a diet and 14 days later they don't have a six pack and they can't wait but like if you do a year you can look whatever way you want for the most part you know by and large and if you wait a year for the ability to learn how to sell you wait a year for the ability to learn how to Market wait a year just providing value to a a group of people for free and then delaying your ask you can do whatever you want now and I don't know how

you're going to react to this if we can separate that idea from being patient yeah so I made a shirt that said patience okay but yeah if you're not playing the long game sced with patience is you have all out at ainter PACE and run a marathon at a sprinter's pace if you want to achieve something yeah that's where people fall down you'll find people that can wait but can they and this is one of my all-time favorite quotes I'm pretty sure it's Winston Churchill though people often attribute things to him but who knows uh

success is the ability to go from failure to failure without a loss of enthusiasm now there are people that can go from failure to failure but do they lose the enthusiasm can they attack it as hard I was telling you at the at the end of this year we have a plastic table that I'm going to smash into the little pieces because it has come to represent like the hardest thing that I've built in my professional career just all the problems that have been associated with it and but I'm still going after it as hard

every day and when I think about like so because I've had success and I know how many people are chasing it and I can just say people a lot of time it's not going to give you what you think it's going to give you so like don't bother chasing that kind of success uh so an easy way to say it is uh don't worry about winning a championship ring worry very much about becoming capable of a championship performance that will be a far more interesting life because you really do want to get that good yeah

but in the pursuit of that thing in getting that good it's like it is going to take an inhuman amount of concentration willingness to fight through the pain and suffering and an ability to attach enough meaning and purpose to it that you'll keep going when you're just getting kicked in the face over and over like it's crazy and so knowing how badly people want that I want for them that thing like how whatever it is and and I have a method that I can teach people how to do it but most people still won't do

it which is to build the desire to create an association between the doing that thing yeah and the meaning and purpose that you want to have for your own life and that it's not going to seem self-evident you have to bolt it on it feels kind of fake in the beginning but if you really invest and it really is something that you care about it can't be fake but if it really is something that you care about and you build that intense Association then you can fight through that but boredom kills more entrepreneurs than fear

or failure ever well when you say boredom do you mean that they're starting something it's starting to work and then they just switch because they're add or no I mean that doing something where you don't get the result that you want and it's 10 years out and you're going to have to do what Jeff Bezos calls overhead right no matter how much you love your job there's always overhead there's boring yeah and what I find is people they can't stay on task yeah I find in myself a strong desire not to stay on task because

it is boring it's just boring or even worse if it feels bad yeah and you have to keep doing it and you have to wake up every day and face that like this is really going to be tough and it's going to be tough for a very an undetermined amount of time so it's not even like I know it's going to be a year yeah it's there is an unknown amount of suffering before me and I have to somehow continue to muster the enthusiasm and have faith yeah that this theory that I have is actually

going to work out or that I'll get better right that maybe this Theory isn't the Right theory but I'll be able to figure it out it's interesting you say that because um we talk about need to believes when we're thinking about a company that we want to like invest in and so it's like what are the you know we try to have as few need to believes as possible for you know a growth thesis to happen um and then not only do we want to have as few as possible really interesting need to believe like

I need to believe that this is true for this outcome to be possible yeah so how do we have as few of those as possible and how do we have that those need belief statements are as high likely to as humanly possible right so it's like do like if we had a business that was relying on and you know an inflationary period or something I'd say like okay well I believe that that's you know it's high likelihood that it's going to occur okay so I feel okay about that one and if that was the only

thing I need to believe for this whole business to be successful like where do I write a check because it's the only thing I so it's how many of these are there right and if there's a lot of them then with each additional line our likelihood of getting the outcome we want goes down um and so I think that if reversing that for success for somebody who's coming along is like what amount of action would it be unreasonable for me not to be successful and so for me it's like I I believe that if you

do 10,000 cold calls you'll you'll get better like it would be unreasonable for you not to be good like after that level of effort if you if you run you know if you take half your paycheck every month or a third of your paycheck every month and you say I'm going to advertiseing University which is I'm going to spend money actually advertising trying to get people to click on this thing and give me their name and phone number if you go and you spend that amount of money on actually advertising after a year after two

years you'll probably you'll probably be pretty good especially if you join a community other people who are doing the same thing right you see got mentors who are doing who who have done and and give you Frameworks that you can just work off so you can shortcut your path to success it becomes unreasonable that you wouldn't be more successful in the future than you are today and so I like thinking about things in terms of directionally correct rather than will I hit it or not right I think there's so many binaries because it's easy psychologically

for us to say yes no honest dishonest Etc successful not successful um um but it makes making decisions really hard because you're like is this the path for me is this the product going the business I'm going to start where I was like well if I started something I would be more likely to be successful than if I did not start anything and from there I will gain experience and perspective to then make the next iteration on the main thing and I was Quest your first thing ever first successful thing but you'd done other stuff

before that and failed and I I still I was I was like I hope Quest wasn't his first um most people had thank God it wasn't honest most people had a graveyard of failures before they had their actual first success and so most people spent all this time um had a different tweet that went viral it said like with 20 hours of focused effort most people can be pretty decent at something whether it's a guitar it's singing even cold calling if you actually cold call it for 20 hours focused effort you'd be decent but most

people spend years waiting to do the first hour wow whoa and so it's like how can I decrease that action threshold and get someone to just just just embrace the suck and so it's like how can I normalize nose so it's like if I'm teaching somebody to sell it's like dude I need you get 100 nose all right just get 100 nose for me I don't care about the yes just get 100 Nos and the thing is all of a sudden if if the no becomes the goal then they realize that it's about the process

and not the outcome and then they will become better sales people because they stop being afraid of it the same thing like for training salesperson I want them to hear the gasp right which is like you say a price over the phone everyone's afraid of saying the price PR it's like dude if you didn't get a gasp you didn't go high enough right they're like what I'm like oh you failed terrible sale they didn't gasp they're like really and so then it becomes it flips it and it becomes a point of Pride it's like oh

I got her you should hear the gasp on this one and so all of a sudden they stop being afraid we normalize we do like exposure therapy on the things that people are most afraid of and I hope that with all the stuff that we do that we can do that in a micro way for at least a handful of people so they just start doing and realize that they're going to gain perspective and the light of their knowledge will give them the next foot but the thing is they're stuck on the first one trying

to pick the first path when they have no idea what they're doing was selling ever hard for you like the idea of selling not that I'm sure you were bad at it at one point but was the idea of trying to convince somebody to buy something yeah I uh so when I quit my job um my dad's buddy was in private Wealth Management in marinch and so he called me up and was like hey you should sell for me and I to this day and he jokes about it now with me um I said H

sales I was like I'm not a Salesman I was like I'm an academic you know what I mean I just come from you know ons and I thought I you know whatever and um and then lo and behold I signed my lease I slept on the floor and and I was like how do I pay rent and woman walks in the door and I was like I need to get her to give me money so I can pay rent and I was like oh this is sales and I didn't know so for me it was

just begging people to give me money in the beginning I like I promise I'm going to give you the best results ever um but uh the idea of sales was very I I thought it was beneath me I thought it was scammy I thought it was used car sale you know just like the abhorent you know that would be the right word but um yeah and then I through exposure I realized that it was and I ended up in life's irony being something that I've really fallen in love with there there are people on the

internet I will let them remain nameless that they give me the hebbie GBS I am deeply uncomfortable with something in the way that they sell and I've actually never taken the time to figure out what it is and I probably should I'd make a lot more money but there are people that make me deeply uncomfortable and then there's some something about you so I'd never heard of you somebody P me was like yo you need to check this guy out and I looked at your stuff and I'm like there's something about the way that you

talk that is super matter of fact it isn't the I have nothing to sell you because you're an incredible salesperson so even when I interface with the way that you sell it doesn't creep me out I've I've not thought about it enough to know why but I bet you have what is it that makes a salesperson creepy and why aren't you creepy why aren't you creepy the best the best interview question I've ever had um so I I think a lot about this because I'm outlining the next book which is so the next book is

leads and I'm already done the draft and you know how that is where I'm like I'm not done that book but like I'm like I can't wait for the next book um and so I'm thinking through like what what is it that that sales is overall right it's structuring a conversation to increase the likelihood that the person who's on the other side gives you money that's what it is it's structuring that conversation that way and structuring that conversation I heard you mention something that you call and I am so only vaguely aware of like proper

sales you said holding the frame it's not about the words you say it's how you say them and whether you can hold the frame is that what you mean by structure the call all of it yes I mean so what is what is the structure what is holding a frame like what does that mean so in I'm like I love sales so so when you're when you're when two people interact in general no matter what man woman child whatever two frames Collide and I believe it's animalistic whatever it is there is a there is a

decision of who is Alpha now the alpha is also contextual and so you can be Alpha in like the president un united states is Alpha everywhere until he goes into a doctor's office he tells to pull his ass and he sticks his finger up right frame right in that room doctor is King right he is the alpha in that setting in that context and so the ability to hold the frame for most for most salespeople is really having a sounds crazy having a clear agenda in controlling the conversation which is why are we here right

because it a lot of sales is clear communication because if you clearly communic because the biggest advantage that a salesman has is that the person has already said they have a problem most times right so if someone responds to a Content piece and says hey can you help me they've already annunciated they have an issue they have a problem and so you already have the inherent advantage of the frame which is you said you needed help I'm here how can I help you right and so it starts with that right it's it's being clear about

why we're here and then we get a agreement that we understood the problem that they said they had next and then from that point we have to turn the desire into a decision which is okay you say you want these things here's the frame that I want to give you to analyze the decision can we agree to this Frame right and so for example if I were selling marketing services and I so whenever re we rework a sales script with any of the portfolio companies which is one of the things that we do to make

them grow a lot of times they have all this gobl you cook right and so I like the shortest possible Scripts we can because a lot of communication is wasted right so what happens a lot of times on a sales call is they say hello build rapport talk for 30 minutes see that there's time that's running out and then realize they have to pitch right and so then they motor mouth and then just awkwardly ask right and it is to your point about it seeming icky right or sucking um is that it's not normal human

communication and you're not providing value to the other person and so if giving Clarity to someone on a decision is tremendous this value and so if you can sell in a way that clarifies a decision my objective always when I teach sales the goal is not to get the person to buy the goal is to get the person to decide and I believe that people don't decide for only three reasons and this comes from Albert Ellis this is not me but people blame all the wos of their lives on circumstances other people and then ultimately

themselves and so when we're overcoming obstacles in a sale we have to make sure that we are accounting for the C circumstances which is taking away time as a reason they can't do it taking away money as a reason they can't do it taking away particular aspects of the product as a reason they can't do it we have to make sure that they don't cast their power to other people and saying I can't make this decision someone else has to make it and then finally when they're with themselves they want to avoid the decision they

want to delay it they want to not make it I'm not going to think about it right and so the idea is that I believe that if you sell properly you can talk to an empowered person and you have to basically sift through the crap that they're telling themselves about why they decide why they have to talk to their husband why uh the circumstan of their situation matter and so I think that if you can do that and communicate that in a conversation you are you have made someone feel powerful and you've given them the

tools to make a decision and then in making that decision they take a step towards the life they want to have and so if you can structure a conversation that way it's not icky it's value additive and then ultimately you do make more money but you're not focused on that because you're focused on helping them make the call and if we can do that you can sell whatever you want and I think that's like that's what I try structure and that's why I'm so excited for the sales book when it finally comes out but most

of it's clear communication when I listen to sales calls cuz I still kind of do it CU I like it um it's like therapeutic you know what I mean um there's so much there's so much waste there's so there's not no people aren't direct it's like why are we here you and someone's like I just want to get more information that's an obstacle no you didn't you're not here because you want more information you're here because you're suffering from a problem you don't just hop on sales calls all day to get information no you're trying

to solve something right what are you trying to solve what are you in pain from got it so let me make sure I understand this label the problem right so it's like a lot of people just don't know how to talk and they just make face noise at each other and no one's listening and no one's talking they ping pong back and forth no one actually is listening yeah they're not communicating at all right they say a statement I mean someone says I literally just list a reviewed a sales call yesterday guy says uh I'm

not sure now's a good time salesman then responds with uh well you know I'm not sure if if you're a good fit if you're if you're not sure because and just goes off on this weird tangent and then there's a pause and the guy just asks another question no communication happened it was like I have a question you just said a bunch of words and I guess it's normal for me to say something else now and so then he just asked another question right and so it's clear like what and then normally when you overcome

these sorry I can talk about this forever but like when you overcome these obstacles with somebody it's like I don't have time right I'll just give you a simple one because this is one this is for everybody who's listening because right now you're probably not doing something because you're like I'm too busy I'll start when it's convenient whatever if you say that as the excuse for not doing something then there's an assumption underlying that that says that if I get busy again in the future I will stop and so do you want the success that

you want to be long term yes then do you believe that you'll never be busy again for the rest of your life no so then you might as well start when you're busy so that you have the most support because if you learn how to do it when you're busy when you get when it gets quiet you'll succeed even more and when it gets busy again you know how to do it because that's how you start it right obstacle overcome and then one step closer to making a decision and so what happens is in the

even in the obstacle process when people are trying to sell stuff people start from the outside in so it's so easy to say I don't have time it's the easiest thing to say I don't have time I don't have money right and then once you peel you you show them how that's a fallacy it's a logical fa it's a distortion of reality you peel that back you get one layer closer to them my wife won't let me my partner won't let me my kids so you can feel like it's it's closer to you right and

you peel that out because how do you overcome that well 5 years now if you didn't do the things that you wanted to do with your life and you blamed your wife the whole time CU she wouldn't let you do it who you going to blame her is that fair for your marriage for your relationship what do you think no so I think what you're doing is you're asking for permission instead of support all right and here's how you have that conversation with your wife right so now we're we're sliding on the other side of

the table and be like let's play this out right it's not going to go the way you think it's going to go because if you keep repeating this habit you're going to end up 5 Years From you're going to look at your life the same way you're looking at now and hating it and who you're going to blame now you're 5 years in you still kind of like your wife 5 years from now you might not so much cuz you've had 10 more times you tried to do something she said no so it's today the

day right and so we peel one layer and then finally you're at a person who's squirming there right because you you've forced them to confront reality which is now they don't want to make the decision right because they're like I'm just going to avoid it I'm not sure etc etc and you're like hold on like I've got you you know what I mean like we're going to get through this cuz you cuz you're just waiting through the that people people tell themselves right and so finally when they're in the avoidance part the biggest fear they

have is making a mistake right they don't want to be seen as stupid they don't want to lose status as a result of this decision and so when we're when we're when we're dealing with that it's making them understand that you don't need time to make a decision you need information and if the only source of the information you have is May then let's talk what are the variables you're going use to make the decision and a lot of people haven't even thought through that it's like well if you don't know what they are why

don't I walk you through four that might be useful does this thing solve the problem the way you want it to be solved yes or no yes do you want to work with us yes or no yes do you know someone you have access the amount of money to get started with this program yes or no yes great let's do it right and so you can walk someone through it and it's like oh wow like and like you feel like just went on this magical journey of like all these things of why the reason they

haven't they decided not to make decisions but so many people are stuck in that same spot for why they're not taking action whether it's selling a product or selling themselves and I think that those Frameworks of thinking through each of those problems and there's have a zillion of them for each of those things um I had to develop because I use those on myself so I was like I have to give myself a compelling reason to start doing stuff I have to give myself a compelling reason to make decisions when I don't want to I

have to give myself a compelling reason that I can explain to a partner of why I made this decision right later and so by doing that it decreased the the time between me getting information and acting and then It sped up my decision Loops in my life in general and then obviously I applied that to sales but I've applied it to everything when I say these beliefs I don't say these as a an affront to anyone who shares different beliefs to be clear um but for me a very core belief that has been I think

intrinsic to at least the material success that we've experienced has been a belief that meaning is self ascribed so that there is no inherent meaning in the things that we do um or the we take or the outcomes that happen U but only that which we ascribe to it um and so because of that I feel like it's allowed me to the point of what you were saying about like the amount of pain the amount of suffering that you have to go through in order to to achieve the things on the other side I think

it's been able to it's allowed me to reframe a lot of the discomfort into what if this just is how it always has been or what if this is actually amazing and what if this is exactly what it should look like and so I think a lot of times it's the it's the discrepancy between our expectations in reality that shape the emotions that we have in response to any given situation bad good Etc and so I think a lot of people can't control their state and I we deal with this with a lot of the

portfolio companies is it's like it's funny because I don't even necessarily want to get in this I want to talk about like the business and what's the strategy how we're going to execute this stuff but you know there's a big percentage of time where they're stressed and they think there's something wrong with that and so I feel like a lot of people feel like there's something wrong with experience human emotions and so they are stressed and then think there is something wrong with them or they are sad and I know that this is the thing

that the keyboards are you know fingers are right on top of it is my belief it is contrarian I accept that that it's it's the beliefs we have about our emotions that are the things that drive us mad facts and so somebody's sad and then they tell themselves that're they're bad because they're sad or they're wrong to be sad or they're a piece of because they're sad um rather than saying isn't this a beautiful thought about human existence like if I could not be sad then I would not experience Joy so like if I say

that I don't want to be sad anymore then I would also have to give up Joy am I willing to do that no well then this is just a part like I can't say that I want sunny days if there are no rainy days like we don't say weather is good or bad it just is and so I think to the same degree The Human Experience is also that way too at least how I Define it and so I think having that as my backbone frame in terms of my worldview although contrarian has helped me

a lot in dealing with the things that often derail entrepreneurs on their path to getting what they want and so for me that's been very helpful so from a contrarian standpoint of like Bel you know Peter the's question like what closely help belief do you have that most people don't agree with that's one of them um I'm scandalized by the way that that one is something that people don't hold I think that people get themselves in trouble because uh they believe the opposite of the following quote there is nothing either good or bad but thinking

makes it so yeah and they think that no there are things that are objectively good and bad and I'm simply recognizing the truth that is the that certainly what I struggled with the most in my own life that I was simply when I had a negative view of myself or anything else I was simply recognizing the truth of the situation not understanding how the belief I had about the thing was influencing my behaviors and my behaviors entirely determined My outcome and so then I was like well hold on if if my behaviors are predicated on

my beliefs and my outcomes are predicated on my behaviors then my outcomes are actually linked to my beliefs and so I've got to go in and make sure that I'm believing things that are effective and so my whole thing is I only do and believe that which moves me towards my goals now the next question that people ask is well then does that mean that you believe things that aren't true and the answer is unintentionally no and the reason is unintentionally no is because that to me something is true based on its ability to increase

your ability to predict the future and the outcome of your actions that that's what's true if I touch this hot stove it's going to burn me I believe that to be true because hey I've touched hot things before and they actually do burn me and so when you can like in sales if I structure the conversation in this way it's more likely to lead to an outcome that thing is true just because you've run the experiment enough times to be like yeah that actually gives me the ability to predict the outcome of these actions you

can reboot your life your health even your career anything you want all you need is discipline I can teach you the tactics that I learned while growing a billion dooll business that will allow you to see your goals through whether you want better health stronger relationships a more successful career any of that is possible with the mindset and business programs and impact Theory University join the thousands of students who have already accomplished amazing things tap now for a free trial and get started today and when I encounter people that either don't even know what they

belief system is and so they they think this isn't a belief this just is true about the world I'm like no that that is a belief that you've chosen to believe in it's completely you up one of my favorite quotes I think if there were to be a quote that would be on my Tombstone it's it's top three which I love a lot of quotes um it's Orson Scott Card he said uh we question all of our beliefs except for those that we truly believe and those we never think to question yes and so it's

because you truly believe it and those are the ones those are the pesky ones those are the ones I think um I was told because you get asked a lot I'm sure like hey I'm going to talk to a mentor what question should I ask them and I got this really good one which is what do I believe to be true that isn't whoa and so that's a great question right and because I'm sure you see it and if I talk to somebody I can tell like they they cast these views of what is and

what isn't about business about marriage about health whatever it is and they say like and then they and then they operate off of that framew work of assumptions which is might be patently false and then they wonder why what they're doing is not working it's like because the entire Foundation upon which you built this thing is just wrong right and so um the EAS you know the easiest way to do that is to get people who are ahead of you who tell you by the way I don't think that belief is true but you have

to get in a place that somebody can actually communicate that to you and be open to it yeah and then you have to do something about it which most people don't otherwise you get one piece of advice then people you're not going to do anything with this like that that's the hard part so I have the saying impact University where I always thought all I would ever teach is business and I found that to get people primed to do the business part I first had to deal with all the lies that they were telling to

Bel like the self-destructive behavior all that once you could get past that then they had an actual shot at running the business but because success is the ability to go from failure to failure to failure without a loss of enthusiasm and the ability to do that is predicated on the story you're telling yourself about yourself you believe that it was all like this mindset like yeah rats nest of like God if I can help you like peel this stuff back you'll be able to get out of your own way but most people can't but it's

really interesting when you were saying that I was like part of what makes like when you hear somebody speak and they really resonate with you they give you the chills you get excited it's because they're either putting words to something that you felt but you didn't know how to articulate and now it's super Concrete in your mind or they make you realize you believe something that wasn't true yeah and that's when it's like I you feel like you're being set free oh totally and that's like that's really exciting it's like a weight vanishes that's my

that's what like that's what I think sales is is that is that people have these beliefs and you have to know like the the the process of being a good salesperson is being able to help people break the beliefs that they have about themselves or about the realities that are not true and so I think if you can basically just un encumber somebody then it becomes very easy to sell someone because if you have this struggle we have this solution do you believe that buying this solution will get you more likely to get to the

acam you want yes what are we doing let's go you know what I mean just but talking to that person you have to weigh through all this stuff but like I've beli that like you know I speaking that it's like I believe that you could start a call and just be like you want to do it and then just start from there right like depending on what someone's consuming beforehand um but I'll tell you one of the things that's that shaped my life in terms of business stuff is understanding the concept of of Leverage right

and so a lot of people are limited um by either the skills the beliefs or the traits they have right and so the skill deficiency is the easiest one to fix it's like go do repetitions in a community of people who are also doing repetitions to learn the same skill and you will learn it quickly right that's the thing then you have traits and beliefs which is a little bit more morphous right and so from a from a beliefs perspective it's you need someone to tell you stories that you believe to be true that conflict

with your view of reality and then their their the evidence of their story being truer than yours then that it's like a frame control that frame now wins and that becomes the new lens that you see everything through and so I had a friend who had a fitness app and he was doing 20,000 a month he was a CrossFit competitor really high up he didn't win of course how like all he's like he didn't win so he didn't want to tell anybody that an app because he didn't think he deserved it he didn't deserve to

have an app because he didn't want anyone to know because he's like how dare I make a fitness app because I was only fourth in the world you know what I mean or whatever it and then all of a sudden he talked to somebody he got over it and then he just started just telling people he had an appp and he went from like 20,000 a month to $100,000 a month and so it's not that his skills changed it's not that his traits changed he was still just as hardw workking same looked the same Etc

I was like it's just his beliefs right and I'm sure in the in The Entrepreneur Space one of the most common traits is is Focus right people can't do the same thing over and over again they just do all these half-built Bridges and so I know for me my big explosion happened in my entrepreneurial Journey when I went from having nine businesses that is not a not a misspeak nine as in one less than 10 at the same time that I was CEO of all of so I had a I had a I had a

dental agency marketing agency I had a chiropractor marketing agency I had gym launch where we'd fly out and do gym turnarounds and then I had five gyms of my own Jesus at the same time and I was somehow perplexed as to why I wasn't making any money I was there's like everything was always on fire all the time and I always just sold my ass off enough to be able to pay all the bills and have nothing left over that was the that was how I rocked it um and it was only you know when

Lea came in and she was like you know I think maybe if we just did one thing you could win cuz she was like imagine she like imagine if all you had to do is make one of these businesses work how easy would that be I was like oh my God if I only to make one of them work it would be a joke and like I heard myself say that and I was like you're an idiot why are you so dumb and so like the trait that I was missing at that point was Focus

Andor discipline I couldn't say no I didn't have that muscle so that was a tradeit i lacked and so it's like boom and then that blew up and so it's like sometimes the question is which of these things do people lack um and so since we don't always know because we don't have the perspective to judge ourselves often it's like you just got to keep moving in all of the directions getting those communities and then like that's ultimately like I'm a big believer in the alternative education space the whole Guru space that everyone you know

laments and hates um I learned everything from that space I have a feeling speaking to the people that are caught up in the um they're they're wasting their time they're not doing the things that they need to do they're they're going to need to create some structure now that structure may be as simple as what you're talking about which is because if if from my frame of reference the way that I would put thoughts in my own head about what you're saying is I have a rule and this is a literal rule of mine I

only do and believe that which moves me toward towards my goals which sounds very akin to what you're talking about it's like if I do this thing I get this output uh when I wake up early I've had better things happen when I'm in shape better things happen when I put in the work better things happen um and ultimately that's the thing that I'm trying to get people to Anchor around is their everything that you do is a test MH your test will have results it's what I call the physics of progress so to make

progress one must have a hypothesis know where you are know where you want to go understand the obstacle between you and that come up with a hypothesis about how to overcome that obstacle run that test look at the data very frankly don't BS yourself and then come up with a more informed hypothesis and try again over and over and over and over uh but ultimately you're steering by results and I think very often people either don't know how to in fact I think there's a few things that will happen one they don't know how to

conceive of the problem so they don't understand the obstacle two they don't know where they're going or three they cannot break themselves out of the dopamine cycle they haven't identified the pain they're moving away from whatever insecurity they have and so they end up in that death Loop of um feeling like they don't have enough time when a reality they have the same time is hyper efficient successful people they just don't use it in the same fashion I think senica said that um we all think we don't have enough time but it's really we just

don't use the time we have well um and I think I think a lot of it is around like how we how how we choose to pick our identities to your point earlier like someone might say like man I'm lazy I I would say like that's amazing like a lot of great CEOs are lazy that's fine um let's use that and so let's just make working more convenient than the other thing and then your laziness will take over you know what I mean just like in terms of how we can frame the problem right like

as a as an example you're saying earlier with the iPhone um like scientific study anyone can do this you can decrease your iPhone usage by simply going to grayscale like across age groups if you switch your colors on your screen to grayscale you will lose use it 30% less than you normally would it's like great for most people that's like an hour plus a day 30% is an hour plus oh my God yeah whoa I think it's way I mean I think average iPhone usage is probably like I mean I think one hour is like

conservative on that I think it's like like might be even two yeah Aza yeah hours it's like there you go found your time you can make all your content you can all the stuff you watch a movie the time that you have from saving it but like anyone can do it and so just like how many how many of these little things can I make convenient right so like if you're like if you're trying to eat healthy right I mean obviously like we both came from that space it's like well you just make it more

convenient to eat healthy than eat unhealthy it's like okay well remove all the stuff in your house that you don't want to be eating make sure all the snacks you have are protein related snacks um you know anything that has calories in it that's a beverage don't include it right like just the just simple things that all of a sudden you're like I'm hungry and you're like you're like I've got cucumber slices and uh and protein chips you're like well what do you think will be more effective that or dehydrating the horse I think that

is dehydrating the horse interesting that one's never spoken to me one because that's not my problem you can fill my house with snacks and if it either violates one of my rules which I'm obsessed with because I created them and they're designed to give me the results that I want or they violate my identity I'm not going to do it yeah uh that's unique to you I don't I I think that's like a Tom like 1% thing just me from the outside I think a lot of people have a hard time following rules you don't

think people will drive 30 minutes to gorge on something I think they could but they're just as likely to break a rule and I think it'd be I think it's it's more likely that they will break a rule because it takes less effort to break the rule to themselves than it does to drive 30 minutes and so I just want to make it as inconvenient as possible to do the wrong thing and as convenient as possible to do the right thing that will clearly be advantageous so in no way is what I'm about to say

arguing against that uh so huge love that total support on board now uh having said that I have a feeling that the thing that people are up against and and I thought a lot about this with food at Quest I wasn't thinking oh I need to make this convenient that was part of it and we certainly were not blind to the fact that giving somebody a package good that they could carry in their purse was going to be really helpful but the Mantra I kept saying to myself was I want to make food that people

can choose based on taste and it happens to be good for them because I think people will go way out of their way violate rules all that uh to eat something that makes them feel the way they want to feel and if I had to Anchor all of my fears around people not being able to accomplish what they want to accomplish it would all be around the things you're going to need to do don't feel the way you want them to feel and because they don't feel the way you want them to feel you Veer

towards the things that do make you feel the the way you want feel now part of that you can accomplish by reframing but part of it I think is inescapable you're going to do what feels good and you're going to avoid what's painful for the most part okay I love this so one of the one of the big misnomers in my opinion around discipline is that people who who like some people might look at me and say that oh Alex is really disciplined but I actually really do what I want to do every day and

it just so happens to be work that is productive and and makes money but that statement that you made earlier that uh people shoot what did you said you said people do what makes them feel the way they want to feel right and then they you said well oh it's because it's not making them feel the way they want to feel and my only addition to that would have just said yet just yet and so it's usually because their Extinction curve is too low right on the behavior and so if I go let's say I'm

the best door knocker in the world best door knocking sales guys and I knock on on Five Doors I might not get an answer from any of those five doors and I walk away and I say I guess door knocking isn't for me and I might be the LeBron James of door knocking right but if the sample size is too small because my Extinction curve just cuts off really fast I'll never know and so that's why it's like if if you can give the thing the opportunity to reinforce its own behavior then it goes from

external to internal but like video editors for example like there's people who love I mean we're going to film school right um in the beginning you suck at editing film but then you like make the letters appear and you get instant feedback and you're like whoa that was rewarding right and then you do it again and then you learn another technique and another technique another technique and so then the behavior itself becomes rewarding and you begin to like work right you begin liking your work and so I think it really is that just getting over

the hump in the beginning of knocking on a thousand doors rather than five and realizing that it would make sense that you would suck because you haven't done it before um but knowing that if other people have done it too that there is a reward that will eventually come and it will reinforce me just like it has every other human before me who has done this and I think just like one of my my core you know assumptions um as I like to say um is that if if somebody else can do these behaviors I

can do these behaviors and get the same outcome you know barring external environments timing and things like that but you know assuming that those are the same like door knocking to sell solar today is the same as it was last year and if I see somebody who's number one in solar and I do the same behaviors as them I will likely get an outcome that is decent and so I that that's what gives me uh confidence going into a new environment is modeling somebody and just being like ignore all of these other things what are

the behaviors how many times is you know is this person you know how how quickly do they walk from door to door do they only go to apartment buildings or they you know like what's their what is all the steps that they do operationalizing success um rather than kind of like the the theorizing that I feel like happens a lot and I think that's to be fair I think the reason a lot of people kind of like some of the content that I put out from a money-making perspective is how can I operation this word

right so like patience for example is one that people throw out a lot but for me defining patience was helpful which is figure out what to do in the meantime like that's patience like we like I'm not patient it's like no you just need to figure out what to do in the meantime that's all like you and I are being patient on all the Investments that we made last year while we're having this podcast like they are happening we're figuring out what to do in the meantime so we're being patient and so it's like patience

feels bad when you're focusing on it but if you're not focusing on it then patience happens by default um like sadness for example like that was really helped me to find uh figure out just even defining the word in terms of operational perspective helped me get out of those funks faster which is um sadness comes from a lack of options a perceived lack of options which is why it feels like hopelessness but if it comes from a perceived lack of options then it means that you solve that with knowledge because it's perceived lack of options

which is an ignorance problem which means it's solvable which all of a sudden gives me something to do so then all sudden I do have an option and then you can get out of the funk and like anxiety is the is the reverse of that which is I have many options and I don't know which one to pick which means I don't have priorities so like you solve sadness through knowledge you solve anxiety through decisions and so like helping me just spell those out to myself I'm like ah I feel anxious okay that means that

I have lots of paths and I need to make a decision so which one am I going to decide so I can get out of this bad feeling if I have sadness great what do I not know okay now I have to go figure that out great I have something to do and so that like you can I think these are like mental models around using emotions to fuel the behaviors that you want I didn't want to say a word during that because I think um what you're talking about is so I'm as as you're

talking I'm trying to map um my fear about people not being able to make the change mhm um and I the more I think about it the more I think this boils down to people feel way that they don't want to feel and they don't know how to handle that yeah and you just without me even thinking to ask you um you were going through how to deal with different emotions and by having a plan by having a procedure which I think you're going to call operationalizing yeah um then you know what to do oh

when I encounter sadness then I do this when I encounter anxiety Then I do this and so it's a very oriented plan yeah um so I want to plant a flag in that and then I want to follow up with how one goes about operationalizing something okay so I'm going to lay out a thesis you can push back or whatever uh people one of the the things that you and I have both said historically that I think is maybe the most powerful thing we will ever say and everything after that is just what you do

once you get over that uh your life is an exact reflection of your choices you are not a victim and even if you are it does not help you to think that way you have to break through that and um one of the intros to this episode that I considered was that um every day each of us has to make a choice whether we are going to play the victim or play the game and if you're going to play the game play to win it's the only thing that makes sense but that is em negative

emotions can be so gnarly that we need to make it somebody else's fault that to point all 10 fingers back at us and this is one of the things to get higher to impact Theory uh you're going to be asked the question along the lines of something horrible happens to you how many fingers go outwards and how many fingers point back at you and the punchline is if all 10 are not coming right back at you it's just disempowering it doesn't mean that bad things don't happen nothing you can do about a tornado etc etc

but still to realize that you can make different choices and get a different outcome but people don't do that a lot because to do that if you don't have the right frame of reference if you haven't leaned on the right traits build your self moment say it's your fault fault fault is just emotionally devastating and people have not operationalized their encounter with negative emotions and therefore they will do anything they have to do completely unconsciously to not feel that way now if that is uh doing drugs they'll do drugs if that's drinking masturbation cheating whatever

they will do all of it but it really boils down to what's your relationship ship with your emotion now to push this farther and to really um make clear what I think I don't think emotions are objectively real I don't think that people ought to believe an emotion I think people think because they feel it it is the right reaction to objective truth rather than a subjective reaction to perception sure and if you can understand that all of your emotions are a subjective reaction to perception that you can take control of that that you can

reframe things you can have a different emotion and now in that moment instead of doing something that moves you away from your goals you can replace it with something that moves you towards your goals okay so that's my thesis as as I really think about boiling it down to what messes people up it's that if I'm right about that how do you operationalize anything like what does that mean because I have a feeling the thing that makes you phenomenal is the ability to operationalize everything so if I I love this conversation just as a side

note um so in my opinion a a lot of things even huge departments practices and business and medicine and everything come down to learning and communication and so let's define terms so learning is same condition new Behavior so to the point I felt sad last time I learned this new thing from this podcast on impact Theory which is okay if I feel sad then it means that I don't see an option which means I need to get more uh education or knowledge on the subject so that I can figure out what to do well at

least deciding that I need to learn more gives me the next step that I need to do and boom I'm not sad and so you've been sad before and then it took you 5 days to get out of it and you're sad now and it takes you five minutes to get out of it same condition new Behavior so you learned and so if we go one degree move that I'm going to circle back to the original point if we think about intelligence right um like what is intelligence as I Define it from an operational perspective

it's rate of learning right so somebody who learns really slowly is less intelligent somebody who learns really quickly is more intelligent but that means that intelligence is just a rate it's a measurement of how quickly you change your behavior in the same condition and so if you continue to listen to podcasts and you're wake up in the same exact conditions every day and your behavior does not change it means you learned nothing which means you are not as smart as you think you are but it also means that you can influence and have a direct

influence on your intelligence by increasing or decreasing the time it takes you to actually act on the knowledge you have when the same condition presents itself and so for me that's incredibly empowering because it's like I can be smarter by simply hearing what this person says getting the same condition and then immediately changing my behavior wow that's cool and so that then like from the fingers perspective it's like okay okay all 10 fingers are on me of how I can influence my own surroundings and and do the things that I want to do um so

to to Circle back to um the original question I think which I probably dovetailed a little bit um was can you repeat it one more time how do you operationalize things what does that mean so okay so it's breaking down what does this word mean from a behavior perspective so it's it's it's it's really hard like I think the reason that so many people are confused used and they have a hard time remembering things and understanding complex topics is because they have lots of words in their heads that they have not defined I really mean

like I I truly believe that which is why every book that I have begins with a definition of terms which just like this is what an offer is this is what a lead is right these are these are what this means right um and until you have that you're just you're basically making face noise right like if I say leads and you perceive that as something different then we can't actually have a conversation because we're not talking about the same thing and so lot of people have a lot of words they've heard other people say

that they not along to and some people are like make sense and they say yes but when someone says does that make sense we have been trained as humans to nod and say Yes it doesn't mean it makes sense it means that when we have that cue that's the behavior we do right because we know that we get punished when we say no because then it becomes oh this big thing and then you know you dovetail into all these other conversations and you get punished for it right and so you learn what's reinforced and most

people say make sense and then you say which means nod your head when I say this and you're like I nod my head great and then you move on and so I think that's why a lot of people don't learn because they actually don't know what the words mean and so um to operationalize something it is simply going back down to when I say I'm confident what does that mean it's not a feeling it's not a what other people say about you like none of that is measurable like how much like what is measurable it's

a percentage of likelihood that what I say will happen will happen period that's what it is now what you'll also find is that there are a lot of words that mean the same thing and that doesn't mean that the the concept wrong it's just the fact that English or whatever language you learn usually has a Melting Pot of like well this is the version of the Nordic word and this is the version of the Hindi word and this is the version of the French word and they're all in the Lexicon but most of them more

or less mean the same thing and so getting away from words meaning what the the dictionary tells us it means and just say what does it mean to me in terms of what I can do with it then I think makes navigating life a lot simpler because the only thing we can control is our behavior and so if we Define the words in terms of what we do about it then these all become things that we can control and and can change our lives with yeah okay that I think is super important um one of

the things that that changed my life and the easiest way to explain it is how it manifested in my marriage was to Define terms and because what Lis and I were realizing is we're saying the same words but we don't mean the same thing totally and that's creating a lot of confusion now as a leader in a business this becomes problematic often because you will say something that to you self-evident exactly what it means people do the it doesn't make sense yeah and um they do that a lot and So Lisa and I started defining

really simple words like what when you say you promise what does that mean when you say something's important what does that mean yeah and so like in our marriage if we use the word important it means stop whatever you're doing I don't care if you're with the president of the United States you will immediately get up leave that and deal with this thing because it's important so if it is Meaningful but not important then Fair it's meaningful but I'm in the middle of I'll get to it later doesn't mean that it's you know not something

that needs to be addressed but it isn't important cool now we have a shared lexicon yeah um and I think that going back to my thesis around emotions emotions are the subconscious way of communicating to the conscious mind so when you think about and this isn't I mean this is me making things up this is me connecting dots that Behavioral Science has made abundantly clear but I am admittedly connecting dots but uh Lisa Feldman Barrett wrote a whole book on this called how emotions are made so this is not me just shooting from the hip

but I'm I'm putting my own words to it um the the way that you feel is the subconscious mind which can process information uh faster and vaster as they say so it's a a much larger number of data points process much quicker but when you bring it into the conscious mind you're going to think either in images or in words most people probably think primarily in words and so it really Narrows down your ability to um deal with a lot of information and because emotions um are coming from the lyic brain which we had before

we had the higher level cognition that humans have the other animals don't have you're going to be in a situation where oh snake and you just jump you just have the emotion and you move yeah um most people leave things there and so they're never pulling that into the light to say ooh why do I feel so uncomfortable in this moment what what is it and if they would take the time to Define what the discomfort is then they might be able to operationalize the response that they should have to this predicated on at least

from my perspective what's your goal so I feel some kind of way but I have a goal my goal makes demands which is something I don't think people think about very often to achieve your goal just hey there's physics to it so certain things will move you towards your goal and certain things won't so my goal makes demands but I feel some kind of way that make me want to move in the opposite direction of the demand and my goals make so now using your words I have to operationalize my encounter with this emotion Define

it Define a response and then actually adhere to that response in order to move towards my goals and that the the moment where you pull the emotion into the spotlight of your conscious attention and Define it in a really simple way I think is where the vast majority of humanity get lost so um I do something called impact Theory University and I answer some of the same questions over and over and over and they often have to do with that moment somebody does not understand their own emotions and therefore they cannot operationalize the next move

have so much to say I will keep it short so so I want so in reference back to what I was talking about like with sadness and anxiety and patience like these are all well patience is more of a behavior sadness is a feeling that and then how do we translate that right um I want to be clear that I use those terms because I want to meet people where they're at me personally and if you look at it from like the the Behavioral Science perspective you have stimulus and you have response what happens in

the box of like what this person feels right like if I hold up a red flash card to a random person and then I slap them and then I hold the red flash card again like all of a sudden some of them might feel anger some of of them might feel fear like what they feel when they see the stimulus which I've now paired with a response right is going to be different and so I think a lot of effort goes into people and even people in our world trying to help people describe their feelings

talk through things blah blah blah and I I just genuinely think that it's a waste of time because not who cares but why does it matter because you can do it when you're sad you can do it when you're angry you can do it when you're fearful and again to the point is if 100 people more find out about the thing that I'm trying to sell or whatever I'm trying to do then I'll have a greater percentage likelihood that I will get this outcome that's it and I think a lot of people they just get

into this cycle of trying to analyze their feelings and then they're like oh it's because I had this trauma when I was a kid and you know because my dad didn't hug me enough and like blah blah blah it's like the because for most people's explanation is irrelevant cuz I get like I had a podcast question the other day that asked um do you feel like uh uh trauma you know is is something that creates success later in life among entrepreneurs blah blah blah and um I really thought about it and I was like I

think people suffer and some people become successful so do I think that suffering creates success no I think that everyone suffers and some of them become successful and then they attribute their success to make it feel worth it to have gone through that suffering because they have an outcome but I don't think that they're related in any way because like you were successful because you did the thing how you felt about it is completely irrelevant and I just think that there's so much effort that gets put into that conversation um which is why I have

really contrarian views around like therapy and things like that but um I think like if you keep opening a wound like what does it help you I don't know like you still didn't make the calls so like let's let's let's create an environment where it's more likely that you that you do the calls that you need to make and it just it simplifies the variables that we can control because no one know like even even adding the because to things like I did this because it's like you don't even know why you're doing what you're

doing and so when people are like Tom what's your number one reason for success we're making it up we're making up our our response I mean it's what it is like how do I there's a hundred things a zillion things I don't know like is it because my dad didn't hug me in enough is it because my mom like who knows maybe if he would have been president still it would have been fine like it could be completely irrelevant but we just choose to give this thing that some percentage of the audience then says oh

that's like me and maybe then I can be successful too and that's fine but I think the the the boiling it down to the absolute Basics or not even Basics the absolute truths of it are that there's a stimulus and there's a response what happens in the Box inside of your head does not matter if you respond a certain way you have learned and if you continue to see the same stimulus and you don't respond the way you want to you have not learned so you need to learn I love how direct and simple that

is see a red card get slapped see a red card duck yeah you learned or block even better right you preemptively SLA and if I have to show the flash card to you seven 10 12 times the person I show it to once and then Ducks the second time is smarter more intelligent then the person has to show it to 10 times before they react in a different way than standing there and getting slapped m dude I love that um I will I will say for all the people that I because the the people that

I have um maybe I glom on to because of my own here's me making up a reason that I've glomed on to because of my own sort of a um The Journey that I've had to go on the thing I've had to deal with is that I think where people fall down because you are right there is no in no uncertain terms if upon stimulus you do the right thing for goal attainment you will attain your goal like that's just how it works uh but then the question becomes why do the vast vast vast vast

vast majority of people never reach their goals and I think it's because they're not able to either because either will work they're not able to either stop caring about what the reason is um or they never take the time to figure out the reason now given that I think most people struggle because they just don't have Clarity yeah I do think people are going to need to they might not need to understand why they feel that way but they're going to need the very thing that leaves them uncertain about why they feel that way is

the thing that leaves them uncertain about what they want to do with their life or how to achieve what they want to do okay I really I'm G I love this okay so the first part of the statement was uh people aren't doing the thing and then it was because and then the second part of the statement I would pause it that with the because I would put the reason they're not doing the thing that they want to be doing is because they've been rewarded for doing what they're currently doing in the past and so

all they're doing is continuing to do they have learned works and so it's like if you are continually rewarded cuz like there's a reason that you do what you do right which is that you have been trained to do it now train is a you know the environment can train you which is what most of us switch to over time you have an external stimuli that wants to pair a new Behavior with a stimulus right if you want to teach someone to duck right you show the red card and eventually they learn right um but

at a certain point once you do the red card and then eventually you pair the red card with a fist then all of a sudden uh the person gets into fighting right and then you don't need to pair that anymore because the environment will self-reinforce and reward the behavior of ducking and will punish if they don't get if they don't duck right and so if you just think about that as like a really simplistic microcosm of how we learn thousands of things like even even the concept of speech is a million reinforcement points from the

time a baby is alive right so if you think about about a baby as stimulus response so they're alive they make noise reward they're here right attention affection approval right reward and then they make no noise and they make noise again reward make make noise again reward reward then once they learn to make noise consistently we then start rewarding noise that sounds like words so it's like like right and they're like whoa It's like that's we're not going to reward that one and then all of a sudden start approximating the first word and so all

of it is is this continuous feedback loop of me doing something and it having an Extinction curve because nothing happens or me doing something and I get a reward and so that is the that is the micro and so you can apply that to everything that's happen so like when you when you start seeing the world in that way it becomes much simpler to navigate because you don't need to find the reason you just like I do this because I've been rewarded in the past cool so I just need to reward myself in the present

for this new behavior and like how can I pair this new Behavior with something good which is like as a total side note for me a little trick like when I go to the gym I always get a little Shake even though it's a little bit more expensive at the gym because it's like a little reward that happens immediately after I lift and I look forward to that and so it's just like little things that you can do to reward yourself to to hijack that cycle that changes behavior and so it's like we want to

change our Behavior I think we have to define the terms of what behavior is to begin with um and how we Define learning uh because that's all it is is pair you know learning is pairing a stimulus with a response and so if they want to learn things that's what they have to do all right if so many people fail so many people have a victim mentality what reward are they getting that reinforces that so it could be that they're because uh a reinforcer can be both a more of a positive or less of a

negative right it's like if I remove a slap that's a reward in its own way um or I add a positive and so they may be avoiding punishment in certain ways by staying in this place because in the past past because everything's extrapolations from the past in terms of how we see Behavior because that's our pattern right like we look back at what like we use our history to make predictions about what's going to happen with when I when I try to turn this door knob to get into the room I turn it and I

turn it because when I have turned door knobs in the past it worked and the first time I encountered the door I was like what do I do now what I probably did is I looked at somebody else and when they turned it the door open so I know when I see this thing now if I made that thing solid and it can't be turned I would like and then think what other types of doors are there and then you'd be like is there another handle in the door like and you go to secondary and

tertiary behaviors whereas the most likely one that's going to work is the first one we start with and so we have these behaviors that let's say laying on the couch and watching Netflix has been rewarded watching Netflix is a rewarding experience it's I mean like it's it's more positive and it avoids negative but then you get into short-term and long-term reward and Punishment right which is why it's harder um which is why I think it's the meta skill which is on top of those things which is is that I know that I can delay a

short-term for a long-term payoff um and I think that's where that's where the big leap has to happen because if you can train yourself to know that like I know that if I do one workout I'm not going to look different and I know if I do six workouts I'm still also probably not going to look different right but if I do 600 workouts I probably will and as soon as you have that one first thing where you had to delay gratification you got a much bigger payoff you start to associate the behaviors in while

you're doing it with with reward and so the difference between experts and beginners is that experts find more ways to reward themselves while they work on whatever the thing is and so it's not that they are more disciplined which is the finally the full 360 on this is that experts are not more disciplined than you they've just found more ways to win if somebody is starting from scratch what are the traits skill sets that they should be cultivating in order to up the odds of their success uh they should focus on one thing in general

rather than lots of different things that you're not sure about because if you're starting out everything looks like an opportunity so the correct answer is all of them are opportunities but all of them won't work unless you pick one right so you have to say no to all the other Mistresses so boom you pick one and then from there I always say six figures is sell something to someone that's it and if you want more detail sell something to someone so it's one Avatar one product one channel so you don't have to figure out how

do I create 20 pieces of content across it's like just pick one channel one media Source whether it's Facebook Instagram YouTube you know whatever whatever Twitter consistently start going on that whether that's cold outbound whether that's content whether it's running paid ads whether it's Affiliates Word of Mouth whatever it is um and start reaching out to people there to start selling your stuff and so if you can just do that consistently and I use something all right what's the skill set that's going to make somebody good and this is six figures still yeah yeah so

what's the skill set in that is it getting good at the outbound is it getting good at saying no to the other stuff like how do we translate that into a skill set you have to learn how to advertise which I Define is the process of making known so how do you let other people know about the stuff you sell so you have to advertise there's six ways to do it I covered five just now so there's there's six ways you can do it and then once people engage with whatever advertisement you have you have

to sell them so advertising is the first skill selling them is the second skill and then product would be the third skill which is the thing that you're ultimately advertising and selling okay so that gets us six figures what gets us seven doing the same thing consistently so usually once people do it in the beginning they're sporadic they're not consistent with it just the act of doing the same thing every day usually gets people to 100,000 a month which sounds crazy to probably people listening but most people who think that's crazy also haven't done it

consistently for an extended period of time and so I use something that I call the rule 100 which is 100 primary actions whether that's 100 minutes of of content creation per day 100 reach outs per day uh $100 of AD spend per day uh like you have to pick one of them but 100 per day and you do that for 100 days and I promise you you'll have you'll be making six figures if you do that most people won't yeah I know you know that they will fail at something what is the most common thing

that you see people fail so you give them the blueprint your ability to articulate a blueprint to success is insane legitimately insane dude when I so I'm going to make a prediction right now five years from now in this space you will be one of the biggest people on social media 100% guaranteed YouTube podcast whatever because your advice is real and I said I I was about to tell you something and I said I'm going to say it on camera and I will tell you right now I judge everybody that comes on the show by

when I'm doing the research to bring you on which is a way bigger time investment than the interview itself did I actually learn something did I move forward did I enjoy myself dude it was awesome researching you was awesome it was good for the business it was good for the soul good for the mindset everything so this is going to be incredible but where do people fall down because most people even knowing how articulate you are and know that people are still going to fail is crazy and I know that most people are going to

fail so where where do people really struggle in that equation I think it's fear mostly um and that's not a skill but I think it's a character trait and so people are afraid of Val you know not getting validated or they're afraid of judgment that they perceive from other people that exist or don't exist in their lives um and so for whatever reason they have this second voice that that criticizes everything they do that in reality isn't even there um but it's constantly present it's like the antithesis of whatever the god figure is but just

the negative voice and so I think that's the thing that stops most people from doing the stuff they know they need to do because if you think about like whether it's want to get in shape or I want to have a better marriage or I want to make more money most people on some level at a basic level they know what to do and my proof point of like even making money right most of us have had a bill that came up that was unexpected a tax bill a car breaks down a health thing whatever

it is and we find a way and so when it's for someone else people are will use the actual resourcefulness that they have to make the money but for whatever reason they won't use that same resourcefulness to make it for themselves and so I think that most people know if they want to work out uh s to to get in shape or to lose weight whatever they know they need to eat fewer donuts and move more in general but they don't right because they're afraid of getting started or they don't have the discipline to keep

going which is they can't make the short-term sacrifice for the long-term achievement so big picture it's like there's usually some fear that's preventing from doing it and then how it looks from a behavioral standpoint is they do not make the short-term sacrifice of discomfort for the long-term achievement facts independent of whatever path they're talking about you guys are going to want to say to the end I'm going to give you my favorite Alex quote but now I'm going to give you one that I actually think pertains to this so uh you said how to stay

poor assume you're always right yeah and when I think about people failing it's because in fact there's another quote this one I didn't write down but I'm going to get close um marketing is just a fancy nine-letter word for test and once people understand you're going to fail and you're going to fail a lot and if you can't deal with that failure yeah if you think that failing makes you a failure if you think that it's a permanent state of being and you're never going to get better then you won't do the things you need

to do to ultimately be successful you talk about consistency yeah but it isn't just consistency because if you do it wrong yeah consistently you're still going to fail right so this is you have to be in my own language willing to stare nakedly at your inadequacies yeah and if you can stare nakedly at your inadequacies then you can actually get better if you're running the test and you're like hey looking at the data did this work or did this not work 100% then you can actually improve but you went through this so in the beginning

of your career and this is one of the things I find most interesting about your story is you failed you actually pulled your now wife aside and said I'm a sinking ship yeah uh and if you wanted to leave I would completely understand uh how did you go from that to like there was something you figured out yeah what what is that thing you figured out I think at that point um the the reality of my situation was so Bleak that I I didn't conf I honestly didn't even process the reality of my situation because

the more I thought about it like the sadder more hopeless I would feel and so I focused on the the few things that were under my control which is like I can do these things and so when I talk about advertising when I talk about selling I talk about those things boiled down to the actual actions because I had to think of it in that way because it was the only way that it wasn't overwhelming it's like I just have to make a hundred reach outs or I just have to spend $100 a day and

I have to look at the ads and I have to T turn off the ones that are bad and do more of the stuff that starts to work um and and that that was the process of getting me from kind of like dark uh to I'll bet a better outcome but I mean from that actual point we did the only thing we knew how to do which was it market and sell and that was that was how we got out of that and honestly that that single skill of being able to generate leads um independent

of the industry has been like my get out of jail free card um which has allowed me to fail over and over and over again until finally you know I got it right and even after that one when we were at the Rock Bottom there I had just you know nine 90 days earlier got a DUI my mom was in the hospital um really bad shape uh that's when I had just lost all the money um which is when I pulled her aside but then fast forward 6 months basically repeated the cycle again um which

is I had we had started doing these launches where we'd fly out and and turn gyms around like Bar Rescue but for gyms and when we were out there uh all of a sudden we came back home and we saw like two of the gyms refunded all of the transaction because they just told the people they could just sign up through them and just do it for half the rate after we had already spent the money for the hotels and the flights and all the ad spend and every you know a whole month of work

and so basically all the money that we had saved up in that like I think we're out of jail free lost it all again um and only then did we accidentally um pivot into the licensing model which ended up becoming the thing that was like the first very big success um that we had but like that whole period of time was five years of basically not having anything um even though on you know on paper when I had the gyms I materially looked successful cuz we had six locations um but I always just put all

my money back into each you know each new location so I had very little actual cash I was asset rich and Cash 4 I know the drill right and so but then when I lost everything after that because I sold them took the money put in the new Venture and then lost it I was like wait I just lost five years because I had nothing to show for it and so that's probably what what has created a lot of the hypothesis I have now around I didn't lose the 5 years I lost the assets where

were which were not the most valuable thing that I had earned over that time it was the skills the experiences the character traits because I still had those and then using those three things I was able to do the next thing fortunately um yeah yeah I'm obsessed with learning yeah and it's interesting because I've had the level of success that I've had and because I'm technically middle-aged which is crazy to say uh I used to be the kid I swear to God uh it is it's really there's a gravitational Center in my brain that wants

me to think that I have crossed some line yeah and that it's about looking backwards and it's really dangerous like you have to be looking forward I mean God willing I've got you know another 40 plus years of life left and every time that I get in that trap it's I just re-anchor around whoa I'm still learning like all this stuff I'm 46 but I've learned so much I failed so many times and I've acquired so much knowledge and skill set and all of that and then you can think about oh cool like as long

as I've got the energy to keep pushing to keep building because I have to your earliest point about what makes you successful it's the that is literally My Kryptonite is I have a very hard time accepting the fact that I can do anything I want with my life but not everything yeah and that I find deeply distressing but like on a level that borders on mental illness yeah and by focusing cutting out the other stuff and recognizing okay I've reinvented myself again yeah but a lot of that knowledge is going to transfer it's going to

be useful as I push forward but getting obsessed with learning like that would be the gift if I could give to people and say okay you you want to be successful I get it everybody wants it right now but if you can stack these skills like then if you've got the skill set and the methodology that you know you and others can really lay out incredibly well it's like now you can do something but if you have the methodology but not the skills or you don't have the mindset and so you're broken by the failure

or you don't have the methodology if you're missing any one of those then you end up in a death spiral yeah it's interesting what you're saying with the learning thing because um I think a lot of people said like the early because I I also I like I feel like two parts of the audiences that like follow my stuff I've got the business owners who are trying to scale their business ETA and then I've got all the people who want to start a business and usually they're a little bit younger and whatnot and I think

there's a a misnomer around like education and so a lot of them I don't know how explicit I can be but like they mentally masturbate so watching lots and lots of videos they you know want the pump-up speeches they buy the tickets to the things and so they just learn and I think that they think that exposure to information is learning and I don't think that's true or at least it hasn't been for me it's definitely not true so you know cuz I'm sure you get asked all the time like what are the books that

you know transform your life and I've had a handful of books that have been useful to me but I would say 99% of the things that I have learned I've learned through doing and so when I do the original rule of 100 and whatnot it's because I think it's the most effective way to learn which is you force yourself on the one controllable that you have which is the activities that you can take and then it goes with the underlying assumption that you go off feedback and you're like well that opening message did not work

yeah right and then I think most people have a dramatic underestimation of how much volume it takes to be successful independent of the thing right they're like okay I should go on five dates and then find the girl I'm going to marry like what if it was 500 to find the right girl you're going to marry or I want to you know start this this new Channel I want to I want to become an influencer whatever it is and they start doing you know one post a day for four weeks and they're like why am

I not famous yet and they find I mean real right true and they find out that like you know we ended up doing 400 episodes before we made it to the top 10 on the podcast thing and now we start doing you know 100 plus pieces of content a week and it's just this volume game that you get the the skill from the volume the feedback from the volume and you there's all these like little things I'm sure it's like from the exercise role because you come from that um like when you squat the first

time you squat you're you're orienting yourself to your environment you're barely actually squatting you're just looking like you have a bar on your back but you learn so much between that first rep and your 10,000th rep of squats and so I think for most people it's like if we can if I my goal like with the learning is like if I can just decrease the action threshold for people to begin and be okay with the fact that they're going to suck and it is okay to suck it is you should expect to suck and it

would be unreasonable for you to be good if you haven't done it before and so it's like are you asking the universe to be unreasonable for you by expecting to be good on your first try and I think that's where a lot of people it's the expectation that destroys their ability to be successful because they expect to win on the first shot and no one does do you worry at all about people wanting to be on camera right from the jump because that puts an expectation to be good that oh yeah that's rough um I

think it's so much e like if we're so have so many so many feelings about this um so you've got you've got this whole Space right and you look at like if you're like I want to be a business influencer right well it's like well you look at the guys who actually the top of the business game and virtually everyone you Andy Ed Gary all those guys have killed it in business and most of them even Gary had gone to 60 million a year before he made his first content and so I think the issue

is that people look at that and say I should make content like them when you don't have you can't answer the underlying question which is why should I listen to you which is always in the back of every audience's mind in my opinion at least that's what I think like when someone's like a relationship expert and I find out they've been divorced three times I'm like you know maybe not right I mean and as terrible as it is they might be giving amazing advice but it doesn't pass the first filter which is if I'm going

to take military strategy from someone I'd rather have a general that has a winning record even if the other guy Napoleon said I'd rather have lucky generals so even if you had two that were even you'd rather have the lucky one and so to the same degree I think people use that filter because it actually takes less effort to learn from someone that you trust and so it's like if you've got the the basement teacher that's telling you to dollar cost average into the S&P and you've got Warren Buffett who's telling people to dollar cost

average in the S&P they don't want to listen to the teacher even if the teacher is better objectively from a constant standpoint because they just don't know if they should trust them so you have to have two filter I'm hearing the thing should I trust the thing with Warren you can just plug into whatever he's saying and just take it as truth which takes less effort and so I think most people don't get that point and so I think you should make content but the if you're or you should advertise the stuff that you sell

let people know about what you're doing um but it should be about the true expertise that you have which is often times just talking about the stuff you're doing rather than saying you should be doing this this is what I am doing hope you find it interesting hope you find it valuable and I think that's a big Dynamic which for is like how to it's how I um just that little shift and I think a lot of people would get much bigger better audiences and actually make more money from the content that they're making because

everyone else is like why should I listen to you yeah yeah with content like I'm I'm open anybody that wants to make it make it people will watch it if it's adding value hopefully they don't do what you were describing earlier which I'll call spiritual entertainment where they're just learning learning learning watching watching watching getting motivated getting inspired they're not doing anything with it but my big concern with people creating cont is that they will trap themselves because they're afraid to suck like when I got on camera I was like wow I'm really rolling the

dice now because my life has taught me one immutable truth I'm going to fail a lot and there's nothing that tells me that that period in my life is over like and and it was never interesting to me to like ride into the sunset on oh I sold Quest so I sold Quest and then like Babe Ruth I said I'm going to build the next Disney right yeah but went on camera and said look honestly the odds are stacked against me the odds that I fail are way higher than I that I succeed right and

so going into that I did not want to back myself into a corner where I was afraid to try things I was afraid to step into an area where I wasn't good because it's the only way that I know to get better right which I call the physics of progress I call it the physics for a reason because I think it is truly the only way to improve is basically the scientific method you come up with an informed hypothesis come up with a test that lets you actually try that out you test it you get

results you stare nakedly at those results which will sting a little because it almost certainly did not work as well as you hoped yeah you will then get a little bit wiser you will reformulate a hypothesis you will retest and you just that's the loop right and you just go go go and you see what works and you see what doesn't but people are so interested in looking cool yeah that the content becomes the Trap that stops them from actually getting good it's the posturing it's the external validation that they need to feel like the

success they're not having in reality can be made up for with likes and comments and perceive success talk to me about the so you said that you wanted to Vanquish your dad yeah so this to me is tied to that idea of like you you need something that propels you you need something that pushes you to go through all of this but also trying letting your dad control your actions is probably not the best move yeah so like like how was it useful and then is there getting to the other side of that yeah so

um and you know to be clear dad um the I would say that the the vanquishing thing is something that I was able to kind of recognize in retrospect which was it was all about beating my dad earlier on so and a lot of that was because I felt like a lot of the respect was withheld from me earlier on and it was always like a moving Target which is you know you need to be this you need to be that you have to be in shape you have to date Haw girls you have to

be top of your class you have to play all the bars sports like all those things right be editor-in chief of the newspaper be editorinchief of the of the literary magazine all those things at the same time and still if I got something wrong on a test it was like what you get wrong you know rather than this is cool I'm not 99 right yeah I'm not bohoing about it it is what it is it's made me who I am and I'm grateful for it um but that was kind of the the earlier part was

I wanted to win at the game that had been set up for me and you know first it was make 100,000 a year and then it was make uh the same amount amount as my dad and then it was make more than my dad then it was make more than my dad had ever made in his entire life and then once that happened I looked around and I was like I think I've been playing his game and not my game and so I wasn't really setting any rules I was just playing with the rules that

were given to me and so and kind of think like is this even the game I want to play and so that you know that took me you know a little bit of time to process um and I think that It ultimately to your question I think it did serve me a lot um and I don't know how much of these reinforced behaviors that I learned during that period of time still benefit me today but they're not fueled by the same thing so I still have these habits of how I work and and you know

being dedicated towards goals Etc that I think we're born of that um but no longer are fueled from that now so how do we effectively take control of the process of rewarding and punishing ourselves to keep us on track towards our goals I think being cognizant of it at at at the absolute base layer you start to see the world through very different lens and you're like okay that was punishing huh like that was rewarding great I'll do more of that but then you start to think you're like why do I do that you really

start thinking about you're like well because I it sometimes it's so funny like I'll have um because we you know we we we invest in buying products and whatnot and so I had two different products that were in the same category because I like the category that I was looking at and one of the products had a better result like it had a better better end outcome when when the customer uses it and the market leader and this is who they were trying to disrupt um had a slightly inferior result um but it delivered the

result almost instantly and the other one took like five minutes and this one was like 5 seconds and the other one was objectively better like even like SC like science had had all the stats and everything like it was objectively better and they wanted me to invest in this company and um they're like we have a better product I was like no you have a better result you a better product the reason these guys are still number one is because uh latency matters more than intensity when it comes to reward the reason that a little

icon on your phone is cuz it's immediate right and then it goes away right like you have this immediate feedback loop whereas um you I don't know if you've heard this okay so um sorry I I love this stuff so if you're trying to train a dog right they uh there's this I wish I could I'll maybe send it after the show but like a graph that shows how you can train a dog to sit or with like a treat and so if you tell the dog the command and then you wait and you immediately

reward it it learns faster if you wait 30 seconds it learns you know it takes more tries to get it to learn after minute the dog's untrainable a minute and so it doesn't know why it's being rewarded now the thing is is it's not that you aren't training the dog because whenever you have some sort of reward you're training it you're just not training what you think you are so you have to look at what happened immediately before you gave the reward which happened a minute later right and so we think because it's like it's

sat I'm going to wait a minute and then give it the cookie but I'm not reinforcing the sitting I'm reinforcing the thing they did right before they got the cookie and so as a as a as a as a zoom back out here um when we're thinking about like again the reason I brought up these two products was that the the the the original product the one that was the the market leader was better because it gave even a smaller benefit but it gave it immediately and so people will probably it seems silly but when

you really try and be honest with yourself like why do I why do I go to this gym instead of that gym because I have a bunch of gym memberships I'm like why do I CU I like to think about this I'm not surprised by that I'm like why do I go to this place I'm like cuz the other place has better equipment and I'm like the person at the front always says hi when I walk in immediate reinforcement for walking in the door and I was like I think that's what it is it's I

like it like when I come in they always say hi and I have like a two-minute conversation and like I look forward to that I drive 10 minutes further for that I'm like how silly but when I think about it when I'm really honest with myself and so to go back to the person who's on the couch it's sometimes the rewards are minuscule and then when you name them they feel a little bit less powerful but it also means that you can say how can I make another minuscule reward in another direction that gets me

moving towards my long-term goal and then I can Kickstart that cycle where I start to learn like a master does because Masters enjoy love the process it's like easy for a master to say because you're good at it easy for you to say right like when you're you know I'm write like I write my 19th draft of the book I've now written a decent amount you know what I mean like I've I've spent a long time writing and so I the act of writing itself is rewarding for me like you must work so hard which

I do but it's not that I'm willpower my way the whole way through not always of course there's times where it's like not the most fun but big picture the process is rewarding because I've gotten good enough that is rewarding and so um the more ways you measure the more ways you can win which is like one of our one of our little monikers and so it's like how many different ways can we measure so that we can make progress on these little things and have wins as quickly as possible in the direction you're trying

to go and then start the loop Okay so so um to say that really succinctly to make sure I understand no no no the exploration was amazing I just want to make sure that I understand it um I think we've covered the reward part so I'm going to do something measurable and see my growth and that starts a positive reinforcement Loop that's going to send me down the right path okay so that makes all the sense in the world uh proximity the rate at which you get the reward is really going to matter that's really

interesting from a product persp perspective you're the first person I've ever heard talk about that super interesting but now how do I punish myself do I like I'm a big believer that you need to punish yourself but when I say that sentence out loud I know what people hear and it feels icky and weird um but it's been incredibly powerful for me so do you believe in the power of self-punishment and if you do how far do we take it so um I will just just for sake of everyone I will just State this as

my opinion and we'll just leave it at that so you have praise and you have punishment or you can have reward and you have punishment whatever you want to call it punishment is more effective to change behavior in the short term like if I hold a gun to somebody's head I can imediately Chang Behavior right reward is more powerful over the long term and so like if you look at an environment so we think we talk a lot about this.c because it's kind of part of our mission internally is to create a culture of reward

non punishment uh and the way that we think about this is if you have like let's say Goldman Sachs or McKenzie some of these very big organizations that attract some of the best and brightest and are renowned for having relatively terrible or punishing cultures right they work people to death and blah blah blah so what happens is if you if you put an animal in a cage and uh they can't escape then they will revert to law of least effort so they will do as little as they can to not get punished and so then

when you're in a punishing environment you all you have to do to get them to do more is you just raise the bar for what they have to La least effort do to not get punished and so in an environment of high performers that gets everyone to raise the bar but then quickly burn out now that model works if you have an endless supply of bodies but if you are the person who is being burned out then that works for two years or whatever Praise on the other hand or reward can unlock in my opinion

discretionary effort so the effort beyond the law Le effort required to keep your job and not get punished and so the issue is that the people who are the most able are the ones who are able to work the least and still keep their jobs but they're also the ones who you get the absolute most upside on if they work because they want to not because they have to and so that is kind of our our our thesis of how we try and build companies at acquisition. and we're not perfect we you know believe me

there are plenty of times when I want to choose someone head off but we really try I know my team's here nodding but like we really put serious effort into saying like it so let's say like I find out the dog shits on the on the carpet when I get home I hit it it doesn't learn all I'm doing is hitting a dog like if it was less than if it was within 60 seconds from the time that it happened it's not going to learn and so like if you know that and then you hit

the dog anyways what does that make you interesting right and so um now obviously if we're like punishing ourselves and whatnot um that might be somewhat different I'm talking about how we relate to others um but you can either avoid punishment or you can seek reward and I think both of them are powerful uh motivators avoiding punishment is powerful more powerful in the short term to change Behavior it's faster uh reward is more powerful in the long term to keep Behavior going because eventually you uh like kind of like hedonic adaptation you get used to

a punishment and then it no longer works so you have to have you have to increase the variety and intensity of punishments in order for it to continue to be effective do you punish yourself honestly not a ton I have super high standards but I don't know if I punish myself I don't know if I'm like Alex you're a piece of I don't not really because I you know Lea and I are kind of sit on opposite sides of the like I'm like some people have like a Bas of anxiety that they like work through

I don't come from that side I come from probably like a base of laziness like and just you know like and that's why I have have all these things to get myself to to do stuff um but punishment just like it's also just never been effective for me like when I get punished I I want to just figure out how to avoid punishment not do what they want me to do right like when you when you use punishment to like train kid you get them to sneak out more right um not like they just find

other ways to get out of the house quietly they don't necessarily change the behavior but if you reward them for staying then they never want to leave that kind of idea the reason people leave when they're younger is because there's more reward outside of the house than inside the house and so if you want to fix in the long term make the reward for being home more than leaving home it's interesting so uh this is probably one where defining the term would be very meaningful um I I personally use what I call self-punishment now to

me self-punishment is to force myself to acknowledge that I said I was going to do something that I did not do that's normally where this will come from interesting I would call that stating the facts interesting I would call that punishing so and this this is why it's important so I understand why people always react so negatively when I say that you you are missing out on an incredibly powerful Tool uh if you don't punish yourself now just to acknowledge and you've said we we are all speaking from this is what works with me so

this is the experience that had the com exactly uh and there so getting out of bed in 10 minutes or less is I I struggle with it every day of my life it's it's hysterical to me that even now all these years later I still have to be like you said you'd get out I stay in bed for like 45 minutes on my phone I can't allow myself to immediately as soon as I wake up if I'm doing something in bed I I suppose I should change it to working um that I have 10 minutes

to be productive is probably right way to think about it um and cuz there are times where there's something that I can do in bed like this morning when I could start researching you the second I wake up then then I would still call that a win but if I don't do the thing that I said I was going to do then I force myself to to acknowledge to myself with no I don't let myself run so I don't let myself be distracted I'm just like you said you were going to do something you did

not do this thing and therefore you should not feel good about the behaviors that you enacted in this moment and then I often confess to my wife or my employees or my community so that I am holding myself accountable and now I'm sitting in something that I do not like the way that it feels I'm not letting myself run and so then I'm like I don't want to be back here yeah so next time I'm going to take a different set of behaviors that has been transformative for Mees and that not using that for me

would be to miss out on a huge motivational I love this and I want to draw similarity for the audience cuz and I think I think this is why I think this stuff is kind of interesting for anybody who's listening is like is there are different ways this is why like there there are only a few things you need to do to win and the way you do it is entirely up to you uh which is why I love boiling things down to just like what are the few the few things that everything has in

common and everything else's preference but with what you just said I think I have like the first thing we do is we State the facts is that I said that I would wake up within and something within 10 minutes observation that did not happen then comes the third step which is that you this is me putting words is that you label that as bad and then maybe label yourself as bad depending on you know that I don't do right for the for the audience just to be clear um okay I need to not see you

so one so if if one wakes you know doesn't wake up in 10 minutes and then States the facts I did not do what I said I was going to do um then uh labels the the thing as not good and then says I am also not good then that becomes trouble now one degree before that is just labeling the behavior is not good or not ideal for the outcome that I want um but I'm not sure how much it matters to feel bad about it again with the behavior box of like stimulus response because

once you feel bad about it right and then it's like well what what do we do to increase the likelihood that next time it increases now cuz we could feel amazing about it we can feel terrible about it we can feel neutral about it but all that will matter is what Behavior we change in order to increase the likelihood that we do what we want next time at least as as as I see it and I found that I put for me a lot of energy into trying to understand things trying to label things as

good or bad trying to label myself as good or bad as a consequence um and the only part that mattered for me to actually get what I wanted was the last step which is what am I going to do about it and I can also just skip these sorry I can just skip these other three steps and just go straight from I always said I was going to do this thing observation I did not do it what is the change in my behavior or my environment that I'm going to do next time to increase the

likelihood that I do it and then even with the binary thing that we were talking about earlier with rules I'm actually more of like a weighing system of okay over the last 60 days I got up within the first 10 minutes 60% of the time okay next 60 days if I can do 70% of the time I am making progress and so rather like because most people will fall short of perfection and so I feel like it ends up setting up a an inevitability of failure if we Define it as binary just my own perspective

so how do you then deal with people that are not hitting a standard whether it's you or somebody else I have found in business if you let people get away with low standards uh not only will it devastate their performance it will begin to drag down the company and and it really matters totally so um do you stick to only rewards do you call it out like what are you do yeah yeah so we AB so we State the facts and then we say what we're going to do about it and then if someone consistently

cannot do because at some level there's always there's always a chunk down skill someone doesn't have right so if I say hey can you send an email to so and so we have assumption that they have a stack of skills before that I assume that they can read I assume they can write I assume they can use a computer I assume they have from an envir environmental perspective they have access to Internet they know how to use a word processor like they know how to open up an internet like I know we're this sounds silly

but we make these assumptions but for some people they're missing one of those and so they have all this failure because they're just missing one link on that chain and so trying to identify what is the skill deficit and then is it a skill that I'm willing to invest time into teaching somebody and so we want somebody who have as many base skills as possible that apply to many scenarios so like if two people go through the same training program right and one person gets the outcome and the other person doesn't it's usually because the

training program doesn't account for every single skill that is required to get the outcome there are certain assumptions that come in like if someone reads my book I assume that they can speak English I mean I'm saying as simple as that sounds right but there's a hundred other skills and the people who are successful faster just have more of those skills stacked up so that when they get the right information they can immediately use it and some people still need to go back and learn how to wake up on time and like have someone say

no and not cry right like these are these are other skills and so um in the environment of work how do we address somebody who is not performing we State the facts we recommend a course of action that can help increase the likelihood that they do it again in the future and if that doesn't happen then we say like this is what will happen as a consequence neutral of you being good or bad or this situation be good or bad it's just these are the standards that we will accept and you are beneath those standards

based on these facts that's it like if you showed up to work late okay just to be clear you understand that our expectation is that you show up on time yes I understand great you also understand that that what you did was not to that expectation cool so let's do this do you have an alarm on your phone yes do you use it no do you know how to set an alarm on your phone yes great so why don't we do this from here on out let's set two alarms 5 minutes apart at this time

that'll give you ample time to get up clean your face whatever and then get on camera does that work yes and then we measure and if it doesn't happen again if it does then it's like why did that because then you get into the base skill being do I adhere to Authority like I listen to instructions like those are skills and if someone nods their head and then doesn't do that then they don't have that skill and then the question is whether am I'm am I willing to take the time to invest in teaching someone

this skill when the opportunity cost of that time could be allocated to somebody else who might already have that skill or Suite of skills that's how we think about it so one of the things that is a recurring theme is the idea of extending the time to extinguish what if we were going to operationalize that what what do we do with people and um if I were going to personify the the length to extinguish I'll give a historical example and then I'll give a a more modern so historically uh Winston Churchill dude I don't know

if you've read much about him unbelievable uh what that guy was able to pull off and how long he was able to delay gratification yeah and then a more modern example would be a David Goggins yeah so um how do we operationalize it what do you take from those guys I think it's the the the Master's thesis of those guys are Masters at whatever the thing is and so they find ways to reward themselves in the meantime and so we only think that they have Supreme Ultra discipline willpower because we are measuring what we can

see as the outcome of running a race you know 26 miles or whatever it is but if they are rewarding themselves throughout the entire process then if anything the end of the race might be uh a removing of a reward and might be actually anticlimactic which is what happens with most athletes after they compete in the Olympics or they win the championship or lose the championship um the buildup is where they have all the reinforcement and then when that thing actually happens then they have to get right back on the the horse of where they

get their reward from which is the work to get there because they are good enough at it that they can win in more ways and so just the more you know about something the better you are at it the better you are at it the more you can win the more you can win the more you want to do it how much of that do you think is identity like when I look at somebody like um a Churchill or a gogin it that feels to me like a game of who am I or who do

I want to be one of my favorite Churchill quotes um is well so quotes failure's the ability to go from uh sorry success is the ability to go from failure to failure without a loss of enthusiasm speaks directly to this but one thing that I got reading his biography is uh he said to his mother when he was really young that uh this is a paraphrase not exact quote but I yearn for a reputation for physical courage um more than anything I mean it was and and this is a guy that for people that don't

don't know his story that sent himself into war zones multiple times in his life when he absolutely did not need to do that including World War I when he was like he was basically the equivalent the British equivalent of a senator yeah now imagine you have an active senator who felt like he had let people down and so he said send me to the front lines and they're like whoa why would we do that like you do not need to go to the front lines even if you want to engage with the war you certainly

don't need to go to the front lines and he said nope I want to be literally where the bombs are falling in the dirt with the men um and that was somebody who had such a strong internal Compass of this is who I want to be or how men ought to be um same idea with gogin right just felt like I'm a loser he's staring at himself in the mirror the accountability mirror doesn't like who he sees decides he's going to change and become a different person and I'm sure you've seen the clips of him

screaming you don't know me you don't know who I am um that's an identity play MH so how do you see that is is extending the time to extinguish purely an an an identity play or is there something else going on so I think I think the wording matters um but if you uh want to extend how long you continue to do something without seeing the result of you're doing uh you need to find a way to be rewarded in the meantime like that's that's what it is like that in my opinion and so whether

we call it Identity or we call it a skill or we call it a behavior or we call a character trait so it's saying like with the the many words that ultimately mean like what is the percentage likelihood that this Behavior occurs um that is really all I would look at and is it as simple as I I was today who I said I was like how do we make that I mean Not To Beat to Death the idea of operationalize but when I think about what I'm doing when I reward and punish myself is

I am trying to feel the way I want to feel or not or make sure that I'm feeling discomfort so that I will move away from that behavior yeah so what is it or how do we leverage identity to feel the thing that we want to feel like is it just words in your head like how do you play that identity is really internal culture so if you think if you Define culture as uh a set of rules of behavior in a within an organization identity is just the rules of behavior within an individual and

so I think to your point you have your rules of behavior um that occur I would say that my rules of behavior even though I hate rules as a concept um when I do these things like when I see this this happens right I do have the these these behaviors that had been cued that I have learned um see now we have all these words that we've defined so now we can at least everybody can agree on what we're talking about which is why it means a lot to me um yeah I just I think

identity is just a big stack of Behavioral cues that we've said because people change over time and so it's really just like a mental construct of this is how I behave like what is an identity it is like and even if you want to say like I know this person what it really means is that I have a high predictive score on what this person will do or say as a result of whatever I do or say and so if that's the conversation that I'm having with someone it's like I know him really well oh

he'll love that because I have a good predictive score that when this happens he will do this now somebody who's all over the place or super erratic right then are do they have a unformed Identity or do I just not know enough about them maybe and so I it just that has just been my litus test and maybe maybe it seems like oversimplification but um for me it has been incredibly fruitful to just cuz then for for me it takes a lot of the the Superstition a lot of the magic a lot of the black

box of feelings and emotions and and identity out and it's just Alex is a series of behaviors that's who I am that I that have been trained Into Me by my environment and that I have tried to learn myself and I will change in the future because if I get better then it means I can't be the same person I am today which means some of the things that I have learned now I will unlearn and learn new behaviors when I see a different stimulus or the same sorry when I see the same stimulus this

is so interesting so um the way that I have always approached this is I I am trying to get people to change their frame of reference frame of reference speaking of things that need to be defined frame of reference to me are your beliefs and values okay and see I didn't even think that's what you meant I thought I totally thought you meant something different so this why we def yes exactly this is why you define things okay so um and and I will say all of this in what I just heard you say is

that where I'm coming at things is from beliefs and values where you're coming at things is from behaviors and traits it's very interesting very interesting like I am going to think about this so much moving forward uh as to one is it is beliefs and values just particular to me and that is I try to help people make change in their life I'm wasting all my time because this is just a thing that resonates with me or is there something I'm getting to the thing that's underneath your behaviors and traits and that if people don't

address this they'll never get to that or I'm just wasting my time you were going to say something I think it's well value so if we were like when it's like I have these values a value is just a behavioral short code when this happens I do this someone who is loyal when he's out and his wife isn't there hot girl comes up and says hey want to get a drink value it means set of behaviors I say no or I say I'm married or no thank you whatever and so values are skills because you

can train them that's interesting values are skills I would say the adherence to a value is a skill that you can train but if you have the wrong value that you adhere to you're going to be in trouble here's why I start with beliefs and values I think so much of the human animal is invisible to the person and that if they they'll never be able to control their behaviors if they don't control the emotions that drive the behaviors and I think emotions are an echo of your beliefs and values and I can change somebody's

emot like their cognitive um the way that they frame something cognitively will drive their biological response to that moment which is insane so the quote nothing is either good or bad but thinking makes it so the death of your mother is not good or bad totally thinking it's bad makes it bad yeah now that is uh you and I think come at that from very different angles totally and so not a bad way I think it's great no no no dude this is so intriguing to me one because all I care about is are you

getting the outcome that you want yes or no and if you are amazing and so you're giving me new tools new ways to think about this um okay so just a quick breakdown of of frame of reference so my hypothesis is that everybody's life is entirely controlled by their frame of reference okay the frame of reference the best analogy would be to say that your frame of reference is a pair of glasses that you put on that distort the living out of the world that none of us have the um option of taking the glasses

off taking the glasses off would be to exist outside of your biology nobody's going to be able to do that so you see the world in a hyper distorted way now all of us over a lifetime of reward punishment um oh God what you call it approval like there's all kinds of things that have toal attention affection approval okay so all of us are getting that constantly from the time that we were born until now and we choose who to value that from and you've talked about your all that anyway you canoose but you most

people never become cons aware of what's happening and so their the Distortion of their lens happens slowly over time in ways that they simply recognize mistakenly as objective truth so they think they see the world as it is not through the Warped lenses of their frame of reference now once you realize that you can change the way the lenses warp the world now you can start to shape your lens is based on um action outcome I did a thing and it had this outcome and so it all becomes about your ability to predict the outcome

of your actions which is and we will get into sort of the physics of making money but um to me that's all about the ability to predict like what test to run and how to interpret the test and all that so It ultimately boils down to your frame of reference and if you don't get your frame of reference right the world will be so warped you will not be able to predict the outcome of your behaviors most people end up in the mistaken Loop of my emotions are the the correct which one needs to Define

and they don't my emotions are the correct response to this stimulus even though it does not lead me towards my goals and they spend their whole life spiraling in emotion and that's why they're never able to get out of it and and begin to polish the lens in a way that actually gives them um something useful and what you're saying is none of that matters all that matters is whether they do the thing that's going to yield the outcome or not I think it it just I think just saves a lot of time and a

lot of because when we try to name these emotions like you know what am I feeling I'm kind of it's like this whole conversation not this but like that self conversation it's like what does that accomplish until you then decide to do something in the real world like nothing matters and from a from an outcome perspective but I'll just share something with the audience because I have a my my first really big viral video was me just talking about like what how you scale companies and I first thing I talk about is scaling the entrepreneur

um I have four frames that I go through in the in the video and I used to believe that uh entrepreneurs get limited by skills with this is this is what I used to believe which is skills uh character traits and beliefs you can reboot your life your health even your career anything you want all you need is discipline I can teach you the tactics that I learned while growing a billion dooll business that will allow you to see your goals through whether you want better health stronger relationships a more successful career any of that

is possible with the mindset and business business programs in Impact Theory University join the thousands of students who have already accomplished amazing things tap now for a free trial and get started today those are that's what I used to say I now believe that character traits are another way of saying when this happens they do this which is trainable which makes it a skill and then beliefs are when they are presented with this information they then make this decision which is yet again another thing that can be trained because if you can learn it then

it's a skill which means it just comes down as I see the world it just comes down to skills and just because it's harder to Define uh Charisma because it might be 20 things because we have a term that buckets 50 behaviors or whatever it is just because it's harder to describe doesn't make it not a skill and that's why like the soft stuff in business like we probably agree that the Soft Stuff matters a ton in building a big company culture right McKenzie did a big study on this playist s said a lot more

than I do cuz she's on on the people side um but uh in a normal business two out of three strategies fail like new initiatives fail in businesses where they have the soft stuff down one out of three strategies fail so two out of three succeed so you get twice the percentage likelihood of success on big strategic initiatives youever guess why why is Bey is beyond me I that that was just that was the yeah I don't get into yeah I don't get into because is right this is that yeah Dr cashew is my my

closest friend like a brother he jokes about he he obsesses about why things work I just care that it works um and so um anyways to to Circle back on this is that people consider like leadership to be like a foooo or like communication skills is like soft stuff right sales metric you know like we have all these metric driven things versus this and it's just because it's harder to measure doesn't make it less important and that was that was a big realization for me is that it was just because it was harder for me

to measure but it doesn't make it less important and so these skills that we're talking about um we try to find ways to measure them by saying when I'm when somebody walks like I'll give you an example with our video team um we realized that we have much better direct camera work for our content if because we were we were like man we have this one guy on our team he's so good to film with and some of the other guys are just like not as good I'm not like as amped about it like why

is that so we could control the things that we're going to walk into the into the video session with like okay am I did I sleep well did I you know all that stuff if that's controlled and I still change then it means there's something in the environment and so we then observed actually to be fair we asked the the Superstar to observe what are the things you're doing and so we noticed that while he's while he's filming he's like yeah he's like yes this is awesome and so we said write that down and then

what else did you do it's like oh I uh I write down questions while you're talking while I'm so he had to be able to multitask so he had to Bob his head while we're talking and write down follow-up questions for what we were saying and so then all of a sudden it became this continuous flow of Consciousness with literally constant reinforcement while we were filming visually mhm and so then we gave that sop to the other people on the team and all of a sudden filming with them was way better and so people like

he's just got a great Vibe it just means that we don't know how to describe all the little behaviors that that person does and and say when I start talking Nodge your head real right and when when there's something that you don't understand write it down ask me because I mean somebody else doesn't understand it too and it makes for great content oh right and so we had this big list and then now we operationalized what it's like or what what you what behaviors you have to do to become somebody who's good behind the camera

which means it's a skill that can be learned like Charisma like patience like confidence like whatever and so um boiling it down that way has just demystified the world for me and just made it a lot easier to navigate because I don't have to spend 90% of my time trying to figure out why I'm doing whatever I'm doing all I care about is whether I do what I need to do to get the outcome and if I do the thing and I don't get the outcome that means there's another variable that I haven't controlled or

I don't understand and if you know in the words of BF Skinner um if many variables are present many variables must be studied so sometimes we want to oversimplify but like there might be 10 qes in the environment that create a banger session but if we have nine is it better than the last one that had three probably and so then we just make progress in that way okay so this is your superpower this is the thing that dude I just look at you in awe it's it's really really incredible what you do and I

am so grateful to live on the timeline where the internet exists and someone like you with this insane ability comes out and just creates all this content um you know I am as obsessed with learning as you are and so um yeah it's just in incredible and to never stop learning is is the great gift of being a human Okay so the thing that I think that you're just unreasonably good at is taking a very complex problem that maybe I'm spending too much time and the why is this happening and you're just skipping past that

and you're going okay I'm going to break it down into these do this when this happens do this when that happens do that um I'm going to try to get to the physics of business through a weird question but keep in mind for anybody watching that's that doesn't know my story I I've been in the world of Entrepreneurship for over 20 years I've had some pretty incredible success so this is a this is a well-educated question from I've been in this for a long time so it's going to seem like a weird angle to attack

it this is for the audience more than you um hang with me because if we really can dissect this I think it will help people understand the magic thing that you do you rewrote your book completely four times something happened when you read it the first time the first time that you realized I have to start over completely yeah that thing whatever that was I promise you I have the chills just thinking about it that is the thing that makes you good at business and so I need to understand what abstract use the book as

an example but I I want people to understand this is an abstracted version of something very important which is you were able you did a thing yeah I'm guessing you had to do the thing in order to find the part that wasn't right but you were able to then identify that part reconceptualize get more intelligent as you did it again it's what I call the physics of PR but like what your ability to learn and break into constituent Parts is is the thing certainly I want to learn from so when you ReRe what you first

wrote what clicked do you remember well I got feedback so I sent the first which was really the first draft I ended up sending to people was v9 um of the book had you Rewritten it all over how many times have you Rewritten that was like I had gone through I mean I start back at the top I re-edit everything again start back at the top without feedback correct that's the one I want to know about okay the first time you read through the book you're like H I have to reconceive of the whole approach

yeah what happened in that moment uh it wasn't clear or wasn't simple enough that's that's it like and um I like to use this example because it might make sense for a lot of the audience if I were to say edit a six assume you know how to edit videos just for the the Simplicity if I said go edit this video someone might edit it and I said get you know edit this video in 30 minutes and they edit the short clip and they give it back to me and I say okay if I give

you two hours what else would you do and they're like oh I might do this and I might do this I might do this I'm like okay go do that and come back they come back and I'm like okay if I give you 2 weeks for this 30 second clip what else would you do like I might re in the entire thing and actually lay it out in this way it would take way more time but like I think it would actually still be better it's like cool do that and they come back and then

when there's no more loose where I'm like what else could you do to make this better at that point to me the work is done I have exhausted my level of skill and understanding like I can't make the leads book better at current now I'll bet you in a year I'll think of some things that I could have used to make it better but at present moment there's nothing that I can think that I would either cut or add in in or break down or add a visual for uh or lower the reading level on

uh to make sure that everyone would understand it and so whenever I have those like it's like a hangnail you know what I mean it's like this little Splinter where I'm like this could be better does it start with a feeling or with a fact um it's a good question uh I don't know I think I something and I think that wasn't as clear as it was in my it's not as clear reading it as it is in my head so what's the discrepancy like this term is confusing or this phrase doesn't make sense or

I need to break this into a paragraph or whatever it is um and honestly it's just doing that like it took me it's funny I had this this cover letter that I was going to include in every book um and it was one page and I think I put uh 25 hours into the one page um and it's it's interesting because people hear that they're like that's crazy like to me 25 hours doesn't count as one unit of work yet um thinking hundreds dude you got it yeah 100% um and so I ended up actually

not using the cover letter which is even more ironic um but when my team saw how many iterations went through it I was like every single person will read this part now chap you know the last chapter in the book maybe it's 20% or maybe it's 13% or whatever it is we'll get to the last chapter but the first page every single person who reads the entire book will read that page every person who reads half the book will read that page every person who reads only the first chapter will read that page and so

it's like if anything I should put more time into that but I approached just about every page of the book that way it was just that my team was able to see it on one page publicly and so that's we we wrote my editor I Dr cashy um wrote the book because we wanted it to be around in 100 years and so that was the frame was like it has to be it has to work now and the easiest way to know if it's going to work in 100 years is does it work 100 years

ago could someone 100 years ago read this book and it still helped them advertise better could someone read this book 100 years ago and help them make an offer that more people say yes to if the answer is yes then we pass that limit test and that's actually really hard it's a very simple sentence say very hard to do especially when you're talking about media content platforms like all of these different things um and so I think it's having an exceptionally High bar for what you what you want to do and have been rewarded in

the past like if this had been my first book it wouldn't have been as good but offers was my first book and I wrote offers in one fifth of the time as it took me to right leads because you didn't hold yourself to as high of a standard because you knew what better looked like I'd never been rewarded for writing a book before and so once I was rewarded the amount of time I'm willing to put towards something to get rewarded again extends so it's like intermittent reinforcement from a behavior like that's how you get

addicted to the slot machine ma whatever it's like you reward the first time immediately the next time you reward in 30 seconds the next time humans have a have a longer attribution than dogs do just for context um but you can continue to extend reinforcement until eventually you can eliminate it and and the behavior will persist which is kind of cool talk to me about leverage I think that's an important part of this puzzle so there's a couple moments in your story around leverage um one is is the guy that told you hey you shouldn't

be in the gym business you should be teaching people how to do this uh and then the other moment at least for me on the outside um was when you realized I'm not going to help these guys launch their businesses so I'm going to sell them the course that I put together um what's the what is leverage why does it matter and how do people get some okay so first off just for the just for the audience um it was much closer to a franchise than a course uh so it was it was a licensing

model so we had it was more it was closer to licensing plus Services than it was a course just because it would just do we don't even sell courses so like I think that that's because there's a lot of people in that space that follow my stuff and so they make that assumption um which is fine and I only set the record straight for for clarities um beyond that um leverage as we Define it is the difference between what you put in and what you get out and so if I uh and it's volume times

leverage equals output so it's how many many times you do something times how much you get for each time you do it equals output so if I do a 100 sales calls and I have no skill then I will get fewer scale fewer sales than somebody who does the same 100 sales calls and has much higher skill so skills create leverage you get more for what you put in at a simple at a at a at a basic level um but it works with anything so if you're trying to invest it's like if I can

invest a smaller amount of money and get a bigger return than I have more leverage right the reason debt is considered Leverage is because you can put 20 % of the cash in and get 80% as a loan and you buy a building five times bigger than you normally could so you get more for what you put in um and so there are degrees of Leverage and this is wholeheartedly taken from nval um and I'll probably have to think more about it because I haven't written the book on Leverage yet so I'm borrowing um but

I I remember as the four C's he has different words for it but you've got collaboration Capital code and content those are the four seas of Leverage um like we make this video right now we make this podcast and we put x amount of effort in but we get unlimited upside on it many millions of people can see it or one person can see it but we get more for what we put in the better and better we get at this uh code you can write you can write an app one time and then unlimited

amount of people can use the code or use the app uh collaboration is I say okay I will now teach 20 guys to sell and I will get 10 times the output that I had if I were selling and so I might not take any sales calls but make more sales than anybody else does because I have more leverage um and so a big you know through line line of the leads book is there's the core four which is the first four things that I explain to you 101 one to many uh strangers and friends

or people know you people who don't and then the other four which are the four lead Getters people who let other people know on your behalf which by their very nature have more leverage because you don't have to do it so if you can get your customers to tell other customers about your stuff using the core four because they also have to use that like a customer can only tell a customer by telling somebody through warm Outreach posting content about it running an ad unlikely and doing cold Outreach also unlikely but they could do one

of those four things and that's complete that completes the advertising cycle so you do something to get a lead getter who then does the core 4 and around and around you go so I could also make ads to get Affiliates who then run ads to get customers for me but if I uh go and SP let's say I spend all my time and I get 10 sales a month um of customers right and let's say each customer is worth $1,000 uh to me great I'm going to cap at $10,000 a month if I use the

same effort of marketing and sales and I sell 10 Affiliates so still still same number of conversations same number of humans but I sell 10 Affiliates per month and then those Affiliates each month after that get me one customer each well then the first month I'll get $10,000 because each one of those guys got me a customer but then I'm still going to work and get another 10 Affiliates next month so then next month I'm going to have last month's 10 plus this month's 10 so now I'll have 20 new customers and I do it

again I have 30 new customers and so I am using the same amount of work to get more customers than I if I I directly went through it and so that is that is a basic example of how leverage Works uh within the context of advertising to get customers in a business so what is the what is the way that you think about um constructing a a business or the way that you're going to structure something so when I first asked that question about leverage you you said something really interesting which was hey I just

want to point out to everybody that that was a licensing model it meant something to you to make a a distinction there which I have a feeling there's there's a little bit of hormos sauce in there that we would all benefit from understanding what what drove that decision why does that matter to you you mean saying that structuring the business to be so um this this is exactly what went through my head when you said that was oh like he actually had a more keen moment of understanding then has come across at least to me

and I've heard you tell that story multiple times um and I've heard you say oh it was a licensing thing but it never I don't know it never landed for me but this time I realize it really meant something to you um so there was a keen insight there what what was the Keen Insight why why do it as a licensed model instead of just saying ah this is the course go use it if we added assistance and services where we would maybe run the ads for them and we would train their sales teams which

we do um and we would give them the ads to run for their local area and we would help them build the landing pages to attract customers and we would uh give them the white label you know meal plans grocery list food preparation you know instructions for their clients if we do all of those things then we would increase the likelihood that they would succeed and make more money and I can charge based on the a fraction of the value that I can produce for the majority of my customers and so if the average so

right now Jim launch till Company still continues to grow um the average uh Jim Lord which is what we call the community Jim Lord Lord yeah lording um the average gym Lord uh adds $200,000 I want to say shoot I have to know the metric a lot yeah adds this is it there we go uh adds $200,000 a year um to their business and 100,000 of that's profit there there that's what the math is so the average gym Lord adds $100,000 year in profit I think it's a little bit more like8 whatever and we can

charge a percentage of the increased net profit that we are help we were able to help them generate on average and now we have to usually charge a significant uh discount on that because half the people are going to be below the average so for the people who are for for half them it's an even crazier deal you know they they they pay for the license model they don't have to spend money to test ads we would say we already spent 50 Grand in 20 markets these are the winning ads this month and they could

just run them through the system and then just collect the money on the other side and so they get the speed and they don't have to have they don't have to taste the test you know the the the failed ad test because we would incur that cost but we were able to distribute that cost at scale so no individual gym owner could spend $50,000 to test ads in all these different markets we could and then give it to a th000 gems and so and again from a media perspective uh leverage we could do that one

time and a thousand gyms can do it at no incremental cost to us and so is a very profitable business it still is a very profitable business all right when you had that moment and I'm sure people know this part of your story you had the moment where you're desperate you've lost everything twice you're scrambling to make money and you tell the guy I'm just going to give him a number that's high so that he doesn't bother me with it uh six grand he's like yes had you already thought of it as a license model

or you do those first like what 150 Grand that you made uh with the seven people or something I forget the exact details of the story it was like seven people that You' promised to do their gym and instead you sell them this model yeah had you already thought of it in that moment as a licensed play I had um I just I think honestly a lot of a lot of the the words around like what we did came from outside sources because people saw how quickly we grew and we were in a world that

was direct response marketing and so me many people in that world sell courses so they use the words that they know how to describe something um but it was much closer and arguably like significantly more support than what a franchise does for a franchisee and that's how we structured I wanted to be I wanted to provide more service make them more money for a lower fee than a franchise would and potentially this is smarter and um I'm really my goal in this part of the interview is to help people map the models that you have

running in your head that allow you to do the things that you do um because even from my perspective it's very unique it's very rare you just have a a real ability to break things down to what I'll call the essence of the thing um the anybody listening I will tell you right now the biggest mistake you're going to make is what I'll call a category error people fail to understand what the true essence of the thing is um which I am as guilty of as anybody so I don't put myself um outside of this

but have spent a lot of time trying to understand my own failings and shortcomings um so as I'm hearing you tell the story I'm thinking okay one to identify the license thing is very shrewd and so trying to map how you conceptualize the thing feels tied to me to the the same idea of um understanding that an individual gym cannot afford to do the market testing that you can afford to do and therefore if you do it you now have a moat you have leverage you have a service that you can sell that is understanding

the true nature of the Beast yeah do you ever stop and model the N the nature of this thing is and then you break into constituent Parts what does that process look like and is it Universal or is it nail salon nature of uh gy nature of yeah um I I boil it down to something probably hilariously simple uh which is number of potential units sold times gross profit that that's and then and then the you know the tertiary piece is what upfront or Capital Investments required to be a that would enable that right like

if I had if I had to go buy a machine that could manufacture widgets that have you know phenomenal margins because the value that people get from it is you know $10 and I can make them for 10 cents then that's a you know great business but if I can only sell it to you know one town in Alaska because it's a really unique fishing tool that only works in their environment uh there's elements of that that would make it an attractive business but there's elements that won't so it's like it'd probably be a very

small very profitable business that could not scale um nothing wrong with that there's definitely huge place in the economy for things like that um but when I'm looking at opportunities that's what I would that is the simplest way um of looking at for me is number potential units sold uh gross profit per unit and then what I'll call competitive Dynamics as the as the third part which is like if you look at you know cell phones it's like what does it cost them to add another cell phone to this massive Network probably not a lot

is it really sticky yes do people stay and pay for a long time yes okay so there's probably a lot of gross profit to be made there um and how many people need you know cell phone service a lot right it's like okay so that might be really attractive but the competitive Dynamics is that I would have to have I don't know a billion dollars or I'd have to partner with somebody that would allow me to White Label so this is when you get in the competitive dynamics of like okay well is there is there

value in creating a brand and wrapping on top of an existing solution and say hey I might be better at marketing and sales than you and you already have the infrastructure to deliver cell phone services to people Nationwide or maybe just in this region um and I will do what I'm good at and you deliver on the back end and we structure some sort of deal where you know the more volume I get the more of the economics I get to you know participate in so those are kind of the the big three variables that

I look at if I'm just trying to analyze a business uh in terms of opportunity and the and the big piece that I think a lot of folks will miss out on is when I say uh gross profit um I'm talking lifetime gross profit and so that's where like I have less care about recurring versus not recurring um you know if from a and this gets into the push and pool of selling a business or not selling a business but you know if a if a company has something that's super recurring let's say it's a

service like accounting or bookkeeping and let's say there's really high you know gross profits on that because we've aut made it a ton and we've got some uh offshore workers doing you know the remainder of it we have really amazing margins and it's really sticky um that could be a super high gross profit business but at the same time if you're Elon Musk and you sell everyone a Tesla and even if everyone buys one Tesla that might be still more gross profit than you know the bookkeeping services just as a completely contrasting example um and

so I just look at what is the lifetime gross profit and some of that might be better structured for recurring and some of it might be better structured for a onetime transaction um and then I know I'm going into like stuff that probably bore the audience but if you're looking at the business as a product then it then it also becomes you have two customers you have the customer that you're selling the product to and then you have the customer that you're going to sell a company to um and most customers who are investors who

are buying companies feel better buying something that is recurring in nature uh because then they feel that the likelihood that they it will continue to make money in the future is higher even if the Tam's huge all that stuff they still feel they sleep better on it and so you get a premium for the company um and so that's that's kind of big picture how we think through what companies we want to invest in uh or at least the opportunities that we could look at and then from a personal investing perspective is how much value

can we add to that specifically like I probably wouldn't take on a wireless cell phone company likely but if there's a you know a brick-and-mortar chain of services that's like Med spas or beauty or you know health and fit like that's my wheelhouse like we know how to Crush those and so it decreases my risk because I know that even from a value ad perspective if I can 5x the company because I know how to how to build those marketing and sales processes at scale at the unit level then the likelihood that I don't get

a tremendous return is really low okay there's two things um there one sorry solation no no no this is this is amazing and I I hope people are taking this as it's intended so in fact let me uh let me give people a frame of reference this is the way that you should be thinking about what we're talking about right now which is um all of these things abstract so that you can think through novel problems big data sets with a few filters so you can make quick decisions on massive amounts of data what do

you mean by that in terms of what we're talking about right now so if I if I so if I so I get every day on my phone I'll have a list of all the companies that have applied at acquisition. comom and they'll be ranked in terms of like this one looks the most interesting these ones are less interesting and here's why we didn't think they were interesting for my team and so I will basically Go pass pass pass pass pass pass pass second call and ask these things and then they'll go and do that

um for me to be able to quickly make the decision because otherwise I would I would be inundated with the amount of data that I have to take in I have to have filters that are faster just LTV toac ratio like I feel like you can boil down most businesses to what does it cost you to get a customer what do you make from that customer over the lifetime period that's it now Tam is you know how many of those customers can you sell sure but like if I just had if I could only look

at one metric in a business that's what I would look at okay so most of the entrepreneurs that are listening to this or people that want to be an entrepreneur no I think they'll get that but there that's not where they're going to be at in their Journey that's certainly a more advanced thing um so the part that I want to bring you back to is they're going to they're they're going to be thinking through how do I start a business what business do I start um how do I identify the opportunity and so there's

a couple things that you were just going through that I think are really relevant one of them is how you identify the business model so um looking at a total addressable Market uh lifetime value of the customer versus what it costs you to get them all 100% they will have to figure that out or they're going to end up doing something dumb chasing a small opportunity whatever um but the all of those metrics will change based on the decision that they make around what business model to pursue so just by way of what a business

model is uh selling courses that's one business model licensing a business is another business model so people saying even when they try to retell your story they are confusing the two so uh but very different when it comes to execution there's no recurring course model those just wild so um how do you process through if if you were starting so not as when you're looking to acquire how do you process through what is the right business model to pursue so this is pulled from my $100 million offers book which goes the point of that book

was to answer the question what do I sell and I think that a lot of people especially when you're starting out you're like I need a business plan I need a I don't think any business I've had has had a business plan as an aside um it's just what are we going to sell and how are we going to get customers and then from there we build everything around it and so um isn't that a business plan I have two things on my plan I mean I've seen like 16 page business plans I'm like okay

all these numbers are made up it doesn't matter like do you know how to get customers um and so picking the Avatar which is the customer that you want to go after and then picking the problem that you want to solve for them and problem you want to solve is I feel like kind of a trit term in the in an entrepreneur space um but you usually want to make their lives easier in some way uh it's usually going to track down a status or it's going to track down a time like those are those

are two huge buckets that that can that cover a lot of stuff and you know different people say there's health wealth and and relationships there's you know there's a million bigger buckets that you can try and chunk this stuff into but if you are starting out so let me just get you really tactical so we were just really clouds for a second let me just get you tactical number one you can go and set up all of your Autos Corporation your LLC and all that stuff online with a few clicks of a button under 30

minutes so you do that step one step two you take those papers to a bank and you get a bank account step three you hook up a payment processor to that bank account which is again a series of clicks that nowadays are almost automated once you have those three things you get a stranger to give you money in exchange for doing something for them and so I would categorize businesses as I see them usually as you either sell products you sell services so physical products something like a mug right you sell Services you do something

that they would otherwise have to do for them you write software that does something that a human would do for them but because you have an aut you have automation with code uh you can get them to do it or you create things that entertain people that they want to have access to and so those basically function into media again you've got people products uh code and and uh and and and content so it actually breaks out to those four types of businesses and I think that most people if you have no like let's say

you aren't a software developer right and you want to start a business uh the easiest ones to start are either the easiest one to start is a service business because it only requires your time and you to learn a skill that other people can also learn but some people just might not want to do it and that is all you need to solve and I remember like when I was in college and I I spoke at uh some universities for um for entrepreneurship and everyone there is always like here's my business idea right and it's

always like weird ggs widgets and gizmos and like these these never-before seen businesses and most of those will fail whereas like if you want to make your first business and the big fallacy is that the first is going to be the forever business which it won't most entrepreneurs have many businesses over their career and each business you learn elements that help you build a bigger and better business the next time and so you start with something that people already buy so it's like you can look what do people already buy they already buy lawn care

services they could mow their lawn they just choose not to they could optimize their website for SEO they just choose not to they could run their own ads they just choose not to they could edit their own videos they just choose not to you could set up email you know autoresponders for people but they choose not to you could set up voicemails for businesses and and transcribe it and send it to them because for those people it saves them time and so you can pick any problem you want that someone already does or already purchases

look at the solutions and you can literally just do it the same way and have a way to get customers that's it like that's that's it you just reach out to people that you know one-on-one you reach out to strangers one-onone you make content about the problem and you run ads there's the only four things that you can do to let other people know about your stuff so once you decide what you have to sell you then use the core 4 one of them pick and then you let people know about it until eventually someone

says yeah I'd be interested in you solving that problem for me and that's how you make your first do all right Focus becomes the problem people end up getting really scattered they want to try a bunch of different things and see what sticks um how how do you make Focus work for you and not against you feel like Focus can only work for you um I guess lack of focus is the nightmare scenario most people spend their time in yeah I think it's um so I love showing this visual uh and maybe we can grab

it at post for this but if you imagine a curve right where you go uh you start here a little bit above the line at uninformed optimism is that you see your buddies doing Drop Shipping and he's making money and so you're like wow this must be amazing I will do that too so then you leave your current opportunity to do or maybe you start you start doing that then you move to stage two so you go over the hump of excitement and then you go to informed pessimism now you're below the line then you're

like wow okay you have there's a lot of other stuff that's really competitive I don't have a brand it's it's hard to differentiate you know the cost of goods is actually continuing to rise and so are ad costs and you start realizing the other things that you didn't know before so you have a slightly more realistic view of the opportunity then you go to stage three which is the value of Despair where you're like nothing's working I don't know what I'm doing and this point is where everyone then jumps to uninformed optimism in the next

opportunity and they repeat repeat one two 3 1 2 3 1 2 3 until they're eventually able to learn that they just need to stomach because every single business has and when the grass is green on the other side it's because there's lots of manure there right same as yours and then you go up to informed optimism and then you hit achievement and so those are the five stages that I see most entrepreneurs going through and they continue to cycle the first three over and over again until they learn the lesson so this is a

skill focus is a skill I can train someone to do it um if you're in the same environment and you're at this point where you're not sure what to do but other people have succeeded at this thing and then you think something else is easier you find out about that is a stimulus that we can then say here's the red flash card are you going to duck or are you going to get slapped and realistically most people just need to keep getting slapped until eventually they realize that nothing is going to be easy and they

have to go through the period of not knowing what they're doing because that's like that in essence is what entrepreneurship feels like is uncertainty of whether or not all of the time that you've put in is actually going to work out and you have to get really comfortable with that is that you won't know because if you were to be guaranteed the outcome that you're going to get what you want you wouldn't want to do it to begin with because everyone would already be doing it because it's already guaranteed which means the opportunity is gone

so the opportunity is in the uncertainty and so as long as you can Embrace that which is why you have to have some tolerance for risk as an entrepreneur because you have to pay down your tax of ignorance which we all have to pay down every single day for not knowing the things we should know um and the only way you do you pay down that tax is that you test and you iterate and so you just want to get as many NOS out of the way as many failures out of the way because you're

not actually failing you made progress it wasn't yes or no did it work or not it's how well did it work and I think if you can make even that frame shift you're like okay well I'm reaching out to people they're responding but I'm not getting them on the phone okay well then you have a scripting issue okay then you get them on the phone okay well they're not buying okay well then it might be an offer issue it still might be a sales issue depends on why they're not buying if they're saying you know

it's price it's like you might be mispriced but you also might just be really terrible at explaining the value and so you just continue to work your way down until eventually someone's like yeah that sounds good and they read you their credit card over the phone and you're like holy this is actually happening and you make your first dollar and I promise you have to make your first dollar the second one comes a 100 times faster than the first one did if there are many variables present many variables must be tested must be stud must

be studied yeah uh that is certainly uh marketing summed up yeah there no doubt uh that people are going to have a hard time figuring that out um I want to better understand you just did a book launch for um your most recent book and it I mean you said set records it was Unreal I mean really like blew people's minds set a standard in in the world of online marketing um what was it about that that or what did you demonstrate in the way that you did that that other people don't understand so with

each book I wanted to demonstrate the concept of the book with the book itself and so offers when I released it was uh $1.99 I've now since made it free um but it was a $1.99 on Kindle it had a course that went with it that many people charge $5,000 or $10,000 for um and it was the sub headline of the book and offer so good people feel stupid saying no and so I actually launched that book with a single post when I had 10,000 followers on Instagram that's it and every month after the first

month it continued to sell more and more copies into the state continues to sell more copies every month and that is based on the offer being exceptional and people sharing it because they got tremendous value relative to what they paid that was the that is the entire concept of the book the the core framework of that book is is called the the value equation um which I won't get into but that is basically people say the word value but how do you operationalize value right and so that book is about operationalizing value making the thing

that you currently sell more valuable in the perception of the customer so they're willing to trade more of their money for it the leads book had an entirely different core concept which was the core 4 and the four lead Getters and that is the advertising cycle and so it's how do you let other people know about your stuff and so the sub headline of that book was how to get strangers to want to buy your stuff now to be fair it's not it's not how to get strangers to buy your stuff because that's sales but

how to get them to want to buy your stuff is advertising and so this book sits literally just between they don't know who you are and they show interest and that's where the book ends you get lots of leads saying I'm interested I'd like to find out more about your stuff and that's all I could fit in one book to make it actually effective and operational for most people and so since the concept of the book was to advertise and to get lots of leads then I thought it would be appropriate to advertise and get

lots of leads and I used every method in the book all eight for the book launch even though I could just have made a post on my you know across all my social medias and probably sold plenty of books just doing that but I wanted to show that this stuff works today and it will work in 100 years and it worked 100 years ago and so I went through I had some people that I reached out to one-on one purposely just to check the box I reached out to some cold people so I could do

podcasts I uh ran ads for it even though I didn't need to run ads we still got 137,000 people from ads uh we had Affiliates we got 104,000 people there from Affiliates uh we had 27,000 Affiliates promote the book um we had customer referrals people sent their friends there so I had an incentive that if you just get 10 people to come you'll get two bonus chapters that aren't released with the book uh Affiliates uh which is the the another lead getter right I mentioned it earlier but uh Affiliates uh we got them uh to

to promote the book we got agencies who actually were the ones who ran the ads for us because we don't run ads at holdco because we don't transact um and then uh employees which is the fourth type of lead getter which is they do the core 4 on your behalf for you so we had mosy media which is our internal content team um made all the content and the ads for that matter uh for the event and the book itself and so I actually only did uh 17 long uh 17 short form pieces of content

and six long form pieces of content and then that got cut into uh 143 posts that we did over six weeks uh on top of the 2200 posts that we were making anyways uh over that same period of time and so I used all the methods in the book to demonstrate to give proof that the book works and so you know the next book I'll try and continue that meta theme of I have Concepts in this book and I will show you that they work because I will use them to Market and promote the book

The thing that I really want to make sure that people understand and if you think I'm crazy definitely let me know but I doubt you will um the reason that all that worked so well isn't what you did at the time it's what you did for the years leading up to that moment um building brand uh building awareness generating massive amounts of Goodwill um is that like what amount of magnification did the whatever 4ish years leading up to the launch of that book play in the the launch's success it was everything I mean it was

everything now that being said you could still absolutely use like you can still use warm Outreach you can still use cold Outreach you can still like and one of the concepts in the book is making content and I talk about how I structure content how we pick topics how we pick headlines how we format it how we do all those things so that people can use that and make content for themselves um but usually the longer you can wait um before making any ask and to be fair the I gave the book for free and

if if you wanted to buy a physical copy you could that was the whole that was let me spoil the surprise of the launch was that I gave everything away for free and said if they want to buy a physical cop you could um I'm I can't wait to write the book on brand because I have a lot of thoughts on it and I can't wait to have really clearly crystallized like unre you know beyond reproach ideas about brand um but I'll give you a working teaser for for how it works but brand is basically

teaching it's associating something people know with something they don't know and we associate these things enough that eventually I can remove this and then you'll associate water with my hand and so if I do that enough times and I have you know water and you know coffee and whatever then you might generalize and say the hand is a beverage thing right and I like thinking about it that way because what do I want people to associate me with I want people to associate me with tremendous value I want people to associate me with long-term Goodwill

I want them to associate me with money right so every book is $100 million something offers $100 million leads um and so I want them to associate me with investing which is what a lot of the stories that I talk about our companies that we've invested in that we owned and scaled or exited and so I we do those things so that when you have a brand a brand is put on something to direct someone's Behavior it is a it's a physical sign so if you look at the you know original the origins of the

word brand it was a brand you put it on a cow right and so if you have a cow that doesn't have a brand and a cow that does have a brand you will behave differently with a cow that has a brand on it you're not going to go capture it you're not going to go kill it you might return it to its nebor its neighbor whatever like the brand changes your behavior and so brands have at least as far as I'm concerned like these you know I haven't written the book yet but um have

kind of two two continuums you have the strength of the brand and then you have the positive or negative uh inclination towards it so away or towards so like Nazis for example have a very strong brand away for most people now to be fair there's also a subset of people who are super strong towards there's a subset of people some kind of way right it changes their behavior it does right and then and then the inclination says towards her away to some degree um you know Donald Trump has a strong brand right for many people

for for a percentage of the population it's it's uh negative and for a percentage of the population it's it's positive right and so when we think about brands that way it's been helpful for me because you really answer the question who and what do I want to associate myself with and then by doing that eventually your logo and your identity will then have a set of things that people associate with which then will change their behavior which is why I think brands are the most valuable things that you can build because it really becomes a

way to influence the behavior of the masses at scale and so if every single person recognizes the Nike Swoosh and I can take a water bottle and then put a Nike Swoosh on it and triple how much I can charge for it and still get more people to buy it then you can measure the strength of the brand by the difference in price between the Comm monetized version of it and the Branded version of it and that translates into tremendous profits from a from a capitalistic perspective and so if you're trying to build something really

valuable then you make many associations that are positive for specific audience because uh I think Black Rifle coffee right they're kind of like politically charged is right so Black Rifle coffee is going to be really positive for people who are probably right leaning uh in terms of their associations with that brand it'll probably be kind of negative for the the people more left landing and that's okay because they're like we can sell to half the population whatever and so I'm I'm kind of agnostic to the direction of it obviously na is negative on that but

like for for most of these things I'm just looking at what is what is the percentage likelihood that people will adhere or comply with the requests that the brand makes of them buy my thing go to this thing whatever and so that is the that's why you can have somebody who has a huge brand in terms of uh the amount of people who are aware of it but have very low ability to direct or change behavior and so you probably I'm sure you know this better than anyone with Quest you guys were one of the

first ones getting into the influencer space like way back way back when the term influencer was a new term um and you probably saw some people with million person accounts and they couldn't drive any sales and then you saw somebody with 15,000 and crushed it because they had a stronger brand for a narrower audience even if it was just like uh a girl cop who has an audience of all girl cops they might have lots of positive associations with that person and then be more likely to you know comply with whatever request they have and

so I know this is a branding discussion um but the reason that I think many people wanted to come to the event is because they were rewarded in the past for consuming content for reading my last book and so they felt like the likelihood that I was going to reward them again at this event would be high and I tried to like I'll tell you a secret I try to make many promises and keep all of them and the more times you can make promises and keep promises the higher the likelihood people will ascribe to

you for being somebody who is predictable in a good way if he said this will happen this is what's going to happen if he said it's going to be worth it it's going to be worth it and so that was woven in for the 24 months from the time I released offers to the time we did leads was trying to actively build up the Goodwill so that um we could set records and do something really cool and demonstrate the concepts in the book in the real world so that people could know that it would work

for them too h no man it's incredible it's breathtaking um what you guys were able to do what was the record that you broke so the Guinness Book World Records for a business virtual conference live was 21,000 for business conference so you absolutely demolished yeah that which is really cool that's awesome I will say this as an aside uh I think the the the the Fanfare about the launch will decrease soonish and I think that the actual contents of the book is going to be the thing that that can that that is that machine will

start spitting because inside of the book referrals is always the one that I always try and drive the most in any business I have because it's the lowest cost to a car customers not that it's a customer acquisition thing for me but um or sorry not a money-making thing for me books are not the best way to make money just throw that out there um but it can create a viral effect so that you can get more customers every month without paying a cost to acquire and so the mission of acquisition. comom is to make

real business education accessible for everyone and so in order to do that I can't do it alone and so that is why I have to have other people help me if you want to learn how waking up at 3:30 a.m. can completely change your life be sure to click here check it out your life will change forever the moment that you decide to get up early and really attack your day go to bed at the same time every day