The Change Every Personal Brand Needs To Make (Connect Deeper) ft. Chris Do | #TheDept Ep. 52

most people are watching this because they want to better their personal brand and in their mind they want to better their Persona online cuz online allows us to magnify whatever it is we want to present to the world so why don't we start with who we are too many people show up on social media to be that facade not thinking that they need to go any deeper there's a lot of room and opportunity for all of us to step up and say you know what if 99% of the world is moving this way that's an

opportunity if you just go this way you're going to stand out and the whole point of branding is to stand out is to differentiate yourself from others and there's a big gap between who you are and how you show up in the world so what we want to do is just close the gap every single day in every single way that we can can you unpack how to discover more of who you are so that you have a more inline personal brand okay before I answer that question I think I have to address the elephant

in the room which is I'm hey Department family Omar here and before we jump into this conversation I just wanted to take a brief moment pause for the cause and say thank you this is episode 52 which means we've been doing the department podcast for an entire year and so whether this is your very first podcast that you're listening to or watching I want to say thank you met be your 25th it might be your 15th it might be your 52nd I also want to thank you without you this wouldn't be possible and my life

has changed completely since starting this podcast and so I'm grateful for you excited to have back on the show Chris doe who last year our conversation got viewed over 500,000 times so personal branding Guru and uh I know you're going to get so much out of it thank you so much let's jump into that combo Chris thank you for doing this episode 52 this is you know commemorate commemorative okay yo Chris what's up Omar I'm GNA include even the mess up but this is episode 52 yeah crazy to look back that about a year from

now we had a conversation that I think on YouTube exposure wise over 500,000 views and then even from the clips that were cut from that it really resonated with people on the hunt and search for personal branding which I believe you're the face of that keyword face it's a good face when let's just start with the skincare routine that was the number one comment people were like 50 how old are you sorry yeah to start with your age yeah I'm 52 52 but people were blown away what do you do what do I do I

think people misread General Vibe and style and age down and that's that's a good thing because that means those are things we can change yeah obviously when we think about genetics there's not a lot you can do but there's some basic things we all could do to preserve what we have and it's much easier to do maintenance than it is to do repair so if we if we have a daily skin R routine that exfoliates hydrates and moisturizes and protects our skin from the Sun then you've done most of the work that you can do

turns out like a lot of guys don't even do the basics they literally throw water in their face and go to sleep and there's layers of oil and dirt when I went to see a dermatologist talked about this that when you're younger you grow a new new skin suit every single day like within 24 hours you have a new skin suit so you think about like if you don't take care of what's Happening Here a new layer either builds above or below and that's why you get blackheads and all kinds of skin problems as you

grow older it takes longer so now it'll be like a new skin suit every 3 days so you want to exfoliate less because then you're doing too much damage and your skin cannot repair itself but I remember when I was in my probably early 30s my older brother who's four years older said you need to take care of the wrinkles right now I'm starting to see lines on your face I'm like I hadn't seen it myself but he can already feel that it's coming so from that point forward I started like do a little moisturizing

on around the eyes because anywhere where it's dry and thin you have to protect and you have to moisturize there you go see people got value already off of this right from the drop man you know what you could do you could take that and create a framework out of that layers do there's going to there's a carousel coming yeah no I mean there was something that you brought up because we're in Downtown LA thanks for driving on a Friday yep um beautiful Studio yeah this is cool this worked out um make up for the

lad video right yeah people hate it on the ladder which I'm like I actually hit it like it's not in the shot anymore so congratulations you guys want internet you you said this studio is so Hollywood and I asked why do you say that and you said because it's literally bare minimum and when you get up close to it it isn't as cool or as real as it looks from a distance yeah and I know the shot looks tight your shot looks amazing I gave you the better shot uh you're welcome but I think there's

a correlation there as far as how people build their brands and that there could be superficial uh I think most people who are starting out they go superficial and I this is where I really wanted to talk about is the depth the you you really connect like self-discovery when it comes to personal branding I think what it is you said you said personal brand is a process of discovering who you are yeah can you break that down yeah I can I want to address the LA comment before I get any hate from everybody La is

um the entertainment capital of the world it's about facades and appearances we're also known for plastic and plastic surgery so when you look at the studio on camera it's going to look great and so it's built to the standard in which it needs to but not one inch more if you Pan the camera up you'll see unfinished edges or things that look a little funky to our human eye but it's not going to show up on the camera so I applaud whoever built the studio and designed it because they knew what it's going to be

intended for it's not meant for you to live here it's just meant to look good on camera and they're very thoughtful in their design so it served its purpose but if you were to try to live here if you leaned against the wall it probably fall over so it's all set and designed for Optics now let's connect that to personal brand and I think unfortunately too many people show up on social media to be that facade not thinking that they need to go any deeper and that's usually where the problem happens so when you meet

somebody in real life or you go over their house or you hang out with them for any period of time or you take them out of their zone of comfort they fall apart really quickly so it's like it looks good from far but it's far from good and that's the thing that we're trying to work against and I think there's a lot of room and opportunity for all of us to step up and say you know what if 99% of the world is moving this way that's an opportunity if you just go this way you're

going to stand out and the whole point of branding is to stand out is to differentiate yourself from others and what's funny is because it's like it does it is a deeper it does take explanation because you could stand up for the wrong reasons yeah and and personal branding and when you hear it maybe in this context people are saying online but it's it's before it's before online who are you yeah you know yeah because online allows us to magnify whatever it is we want to present to the world so why don't we start with

who we are now I'm going to grab my phone not because I want to check messages but I came across this account on Instagram and they were showing like quotes from Carl Young the philosopher uh not the philosopher the the psychotherapist the psychologist and it so resonated with me so I'm just read a few of the Carl Young quotes I didn't even know the privilege of a lifetime is to become who you truly are that's one I love that the best way to find yourself is to lose yourself in the service of others who looks

outside dreams who looks inside awakes and I got one more for you to be normal is the ultimate aim of the unsuccessful and so what we're doing as a society is to try to be normal to fit in because being ostracized or to be left out or not included is very painful for most of us to not to feel like we have a place where we feel like belong is so painful that we're willing to subjugate our true selves internally and externally and I think that's a shame because we wake up one day we're 40

50 or 60 years old and we have to ask ourselves who am I and what is it I was supposed to be doing because my best years are behind me now I'm looking at the Twilight of My Life The Fall season of my life and I'm still lost and still searching and it's a sad thing I love that that's it's like something that naturally happens to me is when I hear what people other people's truths my brain goes to what I know from scripture and there is a scripture Jesus says if you want to find

your life lose it if you want when you lose it you'll actually find it and then another thing Jesus says is if you want to be the greatest be the greatest servant it's it's called Kingdom paradigms um because the the Kingdom's upside down and so many times if you want to be first go last yeah and if you go if you go f if you try to go first you'll become last regardless it's kind of just like yeah very introspective you have a framework when it comes to like discovering of self and that is authenticity

what is it I wrote it down you I got you tell me yeah you got me uh authenticity empathy and logic oh okay that is not a framework for what did you say for finding yourself or a framework for a personal brand oh okay that's the the pyramid it's called the trust pyramid and it was coined by by two women for a Harvard Business review article I'm spacing on their name right now through due diligence and research it's going to be right there okay and so they said that if you want to have high trust

Factor there's a couple things you need to do one is you have to be authentic like the person that shows up is the person that is is the same person when the cameras are off and no one's around and there's a big gap between who you are and how you show up in the world so what we want to do is just close the gap every single day in every single way that we can the next thing is uh do we feel like you're looking out for people so that's an empathy thing it's like do

you do I feel like you you've got my best interest at heart because if you do then I'm going to give you more trust that's good and the last thing is logic and what by Logic it means do you have a way of thinking that's easy to follow and so if we look at the trust triangle we we remove one component we start to see like oh that's not great so when we think of salesp people expert salespeople do they do they appear to be authentic maybe we don't know do they do we feel like

they have our best interest at heart definitely not they're logical like if you do these four steps you'll make a million dollars so that's what they're missing and you can take pretty much everybody that you have funny feelings about and ask yourself which one of these three things feels off a lot of people are logical and feel as if they're looking out for us but we question is that really you and that's the problem people who are too manicured people who are too curated in their lives we we get a little suspicious and this is

a weird thing because we aspire to be more perfect right but in that pursuit of trying to be more perfect we break trust so the person who comes at you dress in plain clothes who's very honest and humble about what car they came in or how they're struggling with putting things together or maybe they got a bad relationship they dealing with abuse or alcohol or something like that you automatically think that they must be more authentic versus the person who comes in with perfect teeth and their everything their Skin's glowing everything there all put together

even though they've given us no reason not to trust them we start to say like something is off I don't know why you're just too perfect for sure yeah how do you how have you cuz you you started creating content at 42 yeah um or posting content I think I think we're always creating but like as far as like being intentionally posting but how have you given yourself the permission to be who you are without allowing waiting for somebody else to give you that permission yes that's a good question I I Came Upon This concept

from someone who's like deep in the metaphysical woo world right he's a Chandler and he talked about we all are looking for permission slips it's the first time I heard it used that way and I was thinking is that true and it turns out that's kind of true for a lot of people we won't start something unless someone gives us permission we won't change our habits or do something different because we're waiting for someone to give us permission so the the the key or unlock in life is to give yourself permission to do whatever it

is you're supposed to be doing stop waiting around because you could wait for the rest of your life and you wind up being a waiter we don't want to do that we want to be a person who's got a strong bias towards action somewhere along in my life probably my early 20s I find design as my calling card like my thing my my zone of genius and I'm working that space as soon as you find that thing that you're really good at start to build your entire identity around that because it's a really strong Foundation

good and from that I can Branch outwards it doesn't need to be a skill that people pay you money for could just be a conviction of your beliefs as you have I find that people who are very religious who are convicted in their faith have a really strong house to build on they they stop wanting to prove anything to anybody and they can exist just for the sake of existing and then they they become oddly enough very attractive not in a physical like lustful way but attractive like there's a Vibe there's an aura about you

that I like and I don't know why but I'm just drawn to you powerful uh speakers pastors teachers mentors uh those kinds of people tend to be very magnetic and draw people towards them yeah so that's that's the kind of thing I'm talking about yeah no it's it's really good I think it's there is something about I think it's very attractive acve when you give your gift away like we've been gifted with something and because you see the world from that point of view or you've obsessed over that thing people haven't taken the time to

obsess over it and people appreciate that and I actually think that's the goal honesty of life is like figure out that thing yeah and then just give it away like homie said he said exploit yourself um you say homie are you talking about Jesus or what oh no the guy's tweet you read oh car young car young yeah sorry Carl the great Carl Young is reduced to homie hey Department F wanted to take a brief break from this conversation I hope you're enjoying it as much as I am and the first thing I wanted to

talk about is that did you know that 75% of the people that watch this podcast on YouTube actually aren't subscribed which is a high chance that you're not subscribed so number one I want to say thank you for listening or watching the podcast and number two if you can hit that subscribe button that would be amazing the second thing is if you are an entrepreneur content creator or somebody looking to make money online I want to encourage you to come to this online event called the content to cash challenge this is a special 5-day event

that's going to give you access to the system I use in my business to make multiple six figures with my content if you've been Desiring to either get your business and brand more exposure grow a YouTube channel whatever it is when it comes to video I would encourage you to jump into the content to cash challenge we'll be sure to post the link to the challenge down in the show notes or the description and I want to encourage you to jump into the VIP experience this will give you access to a 1-hour Q&A call every

day of the challenge this will guarantee myself to answer a personalized question you may have so I'll see you on the content to cast challenge now let's jump back into the conversation and uh yeah I I I some people though they're they're not cuz that there's a buzz word and that's like Niche I don't want to Niche myself down yeah and I think it's because people would feel like they need to be a gener a generality generalist generalist yeah and um yeah I I think can we park on this idea of the gift yeah okay

there's there's a a great and powerful quote from Picasso I'm not sure if I shared it with you last time if I did just bear with me which is this is Picasso says the meaning of life is to discover your gift part one it's a big one and then the purpose of life is to give it away M and then I'd like to add you are the gift so there's three parts that what is the gift give it away and only to discover you don't need to find something it's within you and you're the gift

so I think we are all designed created evolved to have a very unique set of skills Liam niss and our journey through life is the fair what what that is and I I kind of look at it like this there's a there's a story I'm telling now so I'm going to tell you and your audience the story okay yeah now I want you to imagine this idea and it's a crazy idea just go with me everybody the idea is this is you're actually not human the rest of us were human but you're an alien from

another planet not from South of the Border or anything you're from another planet and on this planet they were facing a cataclysmic event and so your parents had the foresight to predict that this was going to happen and wanted to send you off to save you and before before they can save the rest of the society the whole planet imploded but you were sent to a planet somewhere in the universe that would give you inherent strengths and advantages and you land on Earth and then you're discovered by human parents who don't know what to do

with you like who's this little alien boy or girl and they raise you with human ideas and weaknesses and conventions and you grow up just like a human but in fact you have superhuman strength you have superhuman capacity to do things that no human can do you can think faster you can see farther uh you can you can do more but you forgot and that's the problem and if the story format sounds familiar it's a story of Superman Superman was from a Planet Krypton who on Krypton every B's the same sends to Earth because the

yellow sun gives Superman all his powers and he is raised by human parents and is taught to be very human and the interesting thing is the way Clark Kent or or k hides himself in public is he's fumbling cowardly nearsighted and kind of an idiot when the real Cal sheds his Earthly uniform and switches into his Kryptonian uniform he is one of Earth's Mightiest Heroes M and here's the problem you are Cal but you just forgot and you're living like Clark and that's the problem so we have to go and figure out our gift we

have to go and ReDiscover what it is that we have that's so powerful that we do better than anybody just about anybody on Earth but sadly very very very small percentage of people understand that that's the game and even fewer are able to find it and once you find it's really powerful stuff and so I think when we we when right now most people are watching this because they want to better their personal brand and in their mind they want to better their Persona online that's the that's their point of view yeah but you something

you've been on I think this year has been Who Who Are You yeah can you can you unpack how to discover more of who you are so that you have a more inline personal brand okay before I answer that question I think I have to address the elephant in the room which is I'm trying to really help people live more in alignment with who they are towards their highest purpose and their passion and to unbundle a lot of the socialized Norms of how we're supposed to show up with a Persona Carl Young describes the ego

as the thing that regulates between our Shadow Self our true self and the Persona the person we show up to be to be accepted by society and especially if you're raised here in the West in America there's a lot of fitting into to be part of the pack because there's safety and numbers we get that like every time I feel outside of the pack I feel very unsafe unwelcome and super awkward as heck so there's natural survival skills that are kicking in that are thousands or hundreds of thousands of years in development that we just

have to realize we don't live in those scarce times anymore our survival isn't at risk but we're still behaving like this unevolved person there's an artist who sent me a series of paintings and he had this really beautiful poem I forget his name right now but he has this beautiful poem he says be you till full beautiful be you till full and I was like wow that is that's a bar right that is a bar that's Mo would say and I think there's something about this and if this message is resonating with you if it

stirs your heart your soul please lean into this conversation because I am going to take you on a very different path to what I feel like 99% of the people who are in the personal branding coaching space are saying that this I think on the surface is going to be hard for you to hear but on a deeper level it should resonate with your soul because all I'm asking you is to be more of you that's what I'm asking that's really good the obstacle is life feels like we need permission to be fully us and

we're looking for a permission to be for for us to be okay with who we are how do you remove the need for that okay more than just saying it's okay to be you okay so we need permission right and I think what what's happened is our parents raised us with good intention most of them with full of love and uh and and desire to protect us and to lead us away from hurting ourselves and other people and what what we learned early on is if you want to pick your nose they're like don't don't

do that if you wanted to cut a fart or something they're like don't no no so we start to get cultured or socialized into behaving normal like everyone else and there's something that was good about that but then all of a sudden there's a dark side to this I would say one word I think about is programmed even programm is a good word yeah yeah programmed to be a certain way or to be safe yeah or or or to not create discomfort for yourself or for other people and we it's this really weird thing like

we're trying our best to be normal like when you're when you're misbehaving when you're acting weird somebody's like dude why can't you just be normal and I went to the dictionary because I think words are powerful words shape worlds and when you look up the word normal it kind of means like average the standard and that seems like okay on the surface except for like I remember in art school when you would create something the worst thing that the instructor can say to you as a Creator is not this is a piece of garbage or

I don't get it this is stupid that was too wild it didn't work the worst insult to me would to say yeah it's kind of average like love it hate it but the worst thing is to be average to be normal the standard in in that in the art world the creative world that's very painful word to hear but yet in normal polite Society it's like we're trying to do that we're trying to be normal we're trying to be average and branding in personal branding is about differentiation what makes you different what makes you unique

and you by your shape size tone of your voice your heritage your parents story your story that's special but what we do is we we take an erase and we scrub all that away so that we're normal and I think that's the tragedy that's really good did you what do you think about me am I normal I don't know that's funny I didn't come up the last conversation on a curveball here I don't think you're normal I think you're embracing all the parts of you and you talk a lot about your faith you Embrace fashion

as part of your identity and you're doing some pretty atypical things you're mixing certain pants with boots and cap and beard and you're not easy to put into a category or box right that's cool yeah I you you mentioned a quote Steve Jobs said the the goal of brand like when we think about great Brands you think apple and he had he had he had a great point at what the goal of a brand is to begin with well we have to realize we can argue whether or not apple has a great brand it's hard

to argue that they're a three trillion plus company the first trillion dollar company and now we're three trillion doll so they're doing something right also from a retail perspective they make more money per square foot than Tiffany's makes per square fo foot and that's hard to Fathom because wild they sell jewelry yeah right and I came up this clip on social media and it's a lot it's an old interview Steve Jobs is still a young man and they asked him like what is what is brand or branding and he says well let me just make

it real simple for you he said brand or branding is trust how you build trust he goes think of it as a Trust Bank so he says every time somebody has a positive experience with your product or service if there's a problem that goes wrong how are you able to help them and I think he says we at Apple are not thinking weeks or days we're thinking about minutes how quickly can we resolve this for our customer when you do that right you you make a deposit in the Trust Bank conversely your products fall apart

it's frustrating on any level your customer service response takes too long it's a withdrawal from the Trust Bank so he goes at Apple we don't talk about branding we don't care about that what we care about is obsessing over making amazing products and delighting the customer along the entire customer Journey that's how we build our brand and I just love that so maybe branding is building trust at scale it's really good and I love the idea of like the bank part because there is and it's different for everyone Financial upside to be able to build

a personal brand that takes care of your needs and even more so potentially become more lucrative right um when it when it comes to the idea of like building trust and asking like how do you gauge that and I've heard you talk about 911 yeah what's that well let's go back to the Trust Bank every time you ask you take away it's a withdrawal again and one thing I didn't mention is like like a bank account over time if you consistently make deposits it compounds with interest it's not a linear thing right it compounds it

it grows expon ially so what you want to do is you want to leave as much trust in the bank as possible and to make as few withdrawals as possible the reason why some of you your brands are are culturally bankrupt is because you give and you ask you give and you ask so there's literally nothing to compound because let me give you a piece of value sign up for my webinar sign up for my webinar I'm going to upsell you upsell uh go into my Mastermind Mastermind go join the Platinum Club it's just it's

Non-Stop and I'm very allergic to this myself I'm like woo I know the game I can see where it's going to go obviously it works on lots of people but I can see it it's super transparent to me on the flip side artists are very good at doing this owner value value value up until this point they're bankrupt and are living at home now so what we're trying to do is to find a pragmatic practical way for you to build trust at scale while putting food on the table we need to balance those two things

because we want to play this game for as long as as possible we're trying to play the infinite game so the way that we do this is we say you know what if people aren't engaging with your content if they're not responding or following and you don't feel like you have that connective tissue you're not building any Community it's because your social accounts have gone comos the body is blue no one's breathing the signs of Life are low and at least here in America if there's an emergency somebody's breaking into your place or there's uh

your your grandma's falling down not getting up you call 911 don't call Life Alert you call 911 and that's an emergency number right so this is your operator 911 what's your emergency uh my brand sucks no one cares I just keep posting and it feels like it's cruel and unusual punishment so let's break it down 911 is just a heris or nemonic for you to remember something create nine pieces of value give wholeheartedly without any expectations or asking of anything just give teach improve someone's life make them laugh good give them a hack do something

provide value and then if you do that for too long which is what creatives like myself do is it creates a feeling of mistrust like why is this person just giving value all the time there must be some play that I can't see and I'm not seeing the person behind it so I'm not making an emotional connection it's just faceless educational product yeah so the one is for one thing that's personal something that's weird something that shows you in your light like if you like Dungeons and Dragons do that if you like doing cartwheels or

break dancing include that and I've seen this in my own account I teach and they get pretty good engagement not through the roof then I show up and do dance or weird pose or just do something silly twerk and then there it goes well we haven't done that yet come on kid there's nothing to twerk back there that's just work right and then those those reals get hundreds of thousands views so that's an order four or five times the um the analytics that I'm getting for the other stuff the engagement the last part is now

okay we've shown personality we've given tons of value well now you can ask for something you can ask for people to join your Mastermind to to buy a product and info product or to attend a workshop or just to do a Meetup with you you've earned the right to ask and now you can ask unabashedly and you don't have to disguise it in a piece of content or value yeah and we've created so much value that today I don't even care I will do 10 posts asking for people to buy stuff and no one's mad

at me they're still highly engaged because they feel the bank is so full I can pull a little bit out and I think people get excited that you asked yes you're right get an excited for reminding me of that thank you for the opportunity we wanted to support you I was just like tell us how and finally you do and I think of this if you make a billion dollars if you have a billion dollars in the in the bank account that gets you on a pretty lowrisk high return account you could probably make 8%

so what's 8% of a billion like a, 100% is 100 million so that would be like 80 million I I think could you live comfortably on $80 million a year 100 100 oh you want 100 million no I'm just kidding 80 million so once the trust account has grown to such a degree you're writing on the residual income or interest of the trust account so I've been doing content for 10 years very little of it has been asking anybody for anything in any serious way so I feel like I've gotten permission and encouragement from the

community the fans ask for as much as you want that's what I do now and I think something that allows people this is why something I've been talking about this year is that people over 40 should start creating content yeah it's because a lot of people in their 2.0 era in life they have leveraged they have something already kind of paying the bills so that they can give without asking and you actually create from a euphoric place because it's like there's there's no transaction there's nothing you know to ask for like did you have leverage

when you started creating content at 42 and what what was it was it like your agency and stuff well I see what you're saying I I didn't think of it as leverage I think what you're talking about is credibility so I'm 42 at that point so I'm 20 years into service work probably 6070 million in buildings at that point cumulatively and I know what I'm talking about and I'm not not saying I needed to leverage that because we didn't talk that much about the agency I just wanted to create content I'm at a point once

once you're in your 40s I think you start to know who you are and you're you're giving fewer FS about what people think and so I'm just working from that place I'm going to make content it might help some people it might not but it's not for you it's for me I've worked 20 plus years making someone else happy I'm going to make myself happy yeah I didn't trade in a commercial client paying me lots of money to then have a lot of faceless internet jockeys keyboard Warriors telling me now what to do I don't

want that boss for this boss that's a much worse boss so I'm going to show up for me now and the cool part is some people like it some people don't I'm cool with that I don't know why people want to take the time to tell me how to walk off a bridge I'm like I get it I'm not for you find whoever works for youh and the best part for me as a Creator is when those people who wrote you off come back it's like you know took me two years but I was wrong

about you I get what you're doing now and I'm a really big fan like welcome back thanks for giving me the opportunity to win your trust at what point do you see the audience that you've created online okay let me just backtrack a little bit I I like to say there's two ways to build an audience online and it's by building a media company okay where the goal is mass viewership and then you you know sprinkle in some ads or or you um you you get sponsored or AdSense or something like that brand deals and

then the other side is like the marketing engine for a business right where do you find yourself on that tandem or I you I feel like you cracked the code on like right in the middle but I I think my answer to that is yes yeah we make money in a lot of different buckets yeah no one bucket is the all end all and be all so we I I I looked at our stat from YouTube 10 years in we've grossed a million dollars from AdSense which is like what a million dollar from AdSense a

million dollar from AdSense can you even believe that I can't I know Mr Beast is like that's a day you know a half a day of work dude your RPM though is probably it's pretty good yeah yeah and I was just shocked I'm like dang that's and you never know because it's like a couple of dollars here a couple dollars there there are people that will not make a million dollars in 10 years and you did it pouring out yeah isn't that so cool Incredible that is the most beautiful form of passive income and if

I was doing it by myself and didn't have a family that was pretty good money and I remember when I was a kid like 18 years old was like one day I'd like to make a million dollars yeah and making stupid YouTube videos he did it by accid about pricing you just do it by accident how cool is that so we also do brand deals and some of our brand deals are six figures y we have courses that people buy that's generated million dollars multi-million dollars for us I do coaching and and I run communities

and I do private one-onone coaching and public speaking and all of it is built on the engine of Goodwill so good and if you can live this way why wouldn't you do it and you get to help people I go on stages Omar and I tell people I and you know sorry but I'm I'm going to tell you I have the best job in the world I get paid a lot of money to help people achieve their dreams so good I love it I I think it's crazy because something that blows me away is people

who have followed my content and my stuff for a while they come up to me and they say thank you and you know I'm in the Journey of Entrepreneurship and the thing the thought that goes through my mind is they're thanking me for finding them or or like I I I was marketing my business and you thanked me for it you know what I'm saying yeah it's kind of like it's it's the best thank you for marketing your business is essentially what they're saying yeah if you do it the right way yeah and let me

explain that in marketing PE for some people okay yeah most businesses look the cost per acquisition CPAC or something like that and lifetime customer value so they go against the lifetime customer value might be a th000 bucks so they can spend up to ,000 to buy the customer in ads and incentives and bonuses and things like that I say it's cool that's a business fundamental you're looking at that I said how cool would it be if people actually paid you to Market to them so they can become your customer and that's the beauty of what

it is that we're doing right now somebody asked me before like um what's your ads spend I'm like I don't know like is it that bad I'm like maybe you tell me I messaged my team what what have we spent and they're like $222,000 I'm like $22,000 like okay a month I I check back a month like no a year they spend $100,000 a month or $200,000 a month and so it's not an easy quick solution to anybody I just want to be clear about that it's 10 years of showing up day after day week

after week consistently giving you don't have to pay for anything yeah people are aggressively looking to consume your information and when we send an email to announce a product like yay yeah that's how it is so good I found the the way you've chosen to show up is very I'm going to teach I'm going to have a conversation and we're just going to turn on some cameras and I like to say you you you you be the content you don't make the content and that it's been resonating really well like you your long form videos

do really well and uh is there a reason why you went that route as opposed to I think what it does it gives people permission to just turn on cameras because you're probably already teaching you're probably already having conversations but you don't really do like direct to cameras as much type stuff yeah the the cool thing about if you love to teach which is my core identity and I didn't understand that until I went down this path I thought it was always my core identity as a graphic designer but it's really as an educator and

I love having conversations with people it's stimulating I'm looking always for a good problem to solve because I feel like they learn and I learn twice as much because they're asking me a really good question I'm starting to think like how would I solve that problem it's an opportunity to play I just wish there were more cameras on me when these things were happening because these spontaneous conversations are so fun and valuable and different and it allows me to go into areas that aren't scripted obviously but just's a natural flow in conversation that I just

really enjoy so we're trying our best to create those moments for people on the internet to see I always feel like when we get in the studio and the whiteboards are up and we turn the camera so what are we talking about today it feels constructed I try my best to be as natural as possible but it's not as natural as you and me on the side of road after eating tacos together and saying hey you know what are you thinking about X and we just talk and those are the kinds of things I'm I

enjoy the most and I I hope the next year is about moments like that so that people can see that now I want to date this episode I want to date this episode because some have argued that the reason why Trump won over Kamala is because he was willing to go on to these long format rallies y unscripted interviews but most importantly these three-hour podcast yep it's hard to hide who you are in three hours of talking if you're evasive people see you're evasive if you're funny if you're interesting intelligent or whatever and likable people

vote for you now I'm not saying I wanted one outcome or the other on camera but there's something to take note about this I'm shocked as anybody that our longform content outperforms are short form content because that's not the trend the trend is the exact opposite yeah but in truth because I was sitting at this uh Summit for creators and they said it's the return of long form content long form is getting its due again which is awesome for people like me yeah dude so good and I mean even like yeah I saw he played

golf for an hour and some with Bryson Des Shambo and um it speaks to I'm glad I started a podcast a year ago that's all I'm saying you know but yeah I I think it's so easy to say yo here are three tips for one two three and so you get XYZ but like hey can you talk for 30 45 minutes on the thing that maybe you've spent your life obsessing over more than the average person um and I I mean I think I because I've been trying to unpack that because I I I've been

I I don't want to say I called it out but something I noticed early was like the over stimulating content is just getting overplayed and um people just want human they like we still want to consume like we're listening to a person or watching a person and so I think the classroom I think I think if you are a teacher it is a huge opportunity right now to just teach people want to learn yeah maybe that's um a large ler um fra that's a fractor of the larger pattern that we're seeing we're going from fast

food fast culture fast fashion fast living to slow eating and slow living and taking time to talk to each other and I think it's an important moment in human history as everything speeding up Ai and social and internet and all that kind of stuff that maybe what we really want is just to reconnect yeah I'm a big fan of science fiction series and dune is one of my favorites in in the Dune universe AI has been banned thinking machines have been banned so maybe that's our future and wow there are these people called the mentats

and they have a mental ability to calculate super difficult things they're basically human computers and we no longer use the machines or trust machines and they've been outlawed and so it's kind of an interesting thing that maybe that's a reflection of things to come but we're maybe experiencing some of those things today that masterminds and and and cocktail parties are things that people desire and can't be replaced as of yet by it's really good do you have a framework for creating a talk or a teaching because you're really good at teaching I do actually I

call it um it's like a five step recipe and five is the magic number despite what Schoolhouse Rock says it's not three it's five take any concept chunk it down to five components what are the five key components that you need to know to be able to execute that and within each of the five chunks chunk it down until you get your first actual step and so it forces you to organize and prioritize the things that are most important like what are the five things that someone needs to know to like produce really good video

Omar alvs that's for p p audio lighting visual video setup post okay yeah and then people are like Well audio tell me about audio then you would chunk that down to five and you keep chunking it down until it's like okay here's my first actionable step I can do that I find that sometimes when you do three or seven seven is like too many steps it gets overwhelming we can't remember seven three is oversimplification and you have to like make hard decisions about does it belong in group two or group one and so five seems

to be the magic number so chunk things into five and then work off that yeah that's game that's what I call game right there uh do you know what the effective span of management is I've never heard those words put together okay it is about the rule of Delegation you can effectively manage five people on one hand there's a five thing again right this is why there's middle management and uh and the way government is structured so one person has five SE Suite Executives and those five sweet Executives have five VPS or svps and then

they they keep doing that so we can all manage effectively about five people this is a business management concept that's good so it's not all that different when you get to seven or 17 you're not managing interes anymore it's like a house on fire at that point that's really good um H have have there been any key books you read to be or I don't know like resources that you're good at drawing I read a book called Draw to win because I want to be good at drawing are you good no are you winning am

I what are you winning I'm not winning what I've learned the principle of the book is yeah any kind of visual is better than no visual okay because we Mo most people are visual Learners and some by by drawing a stick figure it's better than saying let's just say you are draw the stick figure yeah and then I don't know yeah well before we invented words we invented pictographs think of the hieroglyphics right or hieroglyphs and their ways of representing Story the caves in lcow that they're discovered were stories of what happened that day the

mammoth or the fire or whatever it is that they drew and that's kind of real interesting I I love to draw I've been drawing all my life and I I'm also trained to draw and from from going to like a formal art school and doing figure drawing and just consuming comic books and looking at panel design structure it's a excellent way to tell stories visually yeah yeah what's your top three things from 10 years of creating content as you go into your next 10 years of creating content top three things um top I'm so sorry

top five now you're putting me on the spot it's AV LSP no I'm just kidding uh number one thing that I think I've learned I'm just going to Freestyle this okay I don't know if I'm going to land on five number one thing is when you stop making ads people will start showing up number two is to put in the time and and intention behind your content if you're going to do an hours worth of content it's roughly 10 hours of prep and the way I used to do this be pre preco pandemic was was

I would ask my team what are the relevant hot burning issues that you want to know about or our community wants to know about having interacted with the the fan base and they would just put a bunch of topics and I would say this one's interesting let me Circle this let's have a conversation about it and we would do it in real time I would just try and solve the problem see where they're stuck and that would become the blueprint or the outline for the call or the talk we're going to have the next day

literally that's what I did said you guys can you take pictures of this send it to me I'm going to go home I'll work on the deck I'll organize this sequence in a way that makesense sense and the way that I like to do it is I said what is it I want them to know and be able to do and to feel about doing it how will I know they know how to do it so we're going through this this very kind of pedagogical teacher rubric stuff and then I would then organize information and

I would say if I'm if I don't know what I know where does this break for me and I try to design it like inventing the rules to the game I'm fascinated by game design like the person who invented Monopoly orth or or chess how do they find the rules and they were looking for ways to make it fun open but both people are understand with in very rigid parameters there's a lot of flexibility in how you play the game that's brilliant game design so you can think of teaching on YouTube or in in person

same what are the rules what are the variables and how does this fail and you design for ways to box them in but you give them a lot of room to play in between dungeons of the Dragons arguably one of the best board games ever invented in in in ever is a the thing that you can play many different ways there's no wrong way but there's just ways that are just more fun and I think that's an awesome thing so so stop making ads put the time and attention behind the work number three is practice

your craft of delivery you know Philip Ferris bu's day off the teachers like Ben Stein is like anyone anyone no one you know you don't want to be monotone in your delivery good you don't want to be bombastic the entire time you want to have a flow between high energy mid energy and maybe sometimes like some quiet the mixture the variety of that is dependent on each person and their own individual style but is what keeps it interesting let's make an analogy here if a dish came out and you had multiple dishes and they had

the exact same flavor profile it's all spicy and hot and all had the same texture and color and and mouth feel I don't care how good it is eventually you get bored of it so when you have a salad and I like to eat salads really good salads are hard to come by they understand we need something Savory or something that's Umami we need to have a little crunch Factor we need to have something soft and buttery like avocado and and and you can do like rock salt on top of it and we need something

that has acid in it Tomatoes um vinegar something like that when you eat that even though you're not consuming a lot of calories you feel satiated and that's really important W you feel like you had a meal so when you when you think about your your presentation of the materials you want them to be satiated when they're done so here's what we do we have three components to it component number one is you telling them what's the big idea the big idea is personal branding is building trust at scale it compounds daily y put as

much value in as possible that's the big idea so high LEL thinkers they're like got it I don't need to watch the a video I might keep it on because it might entertain me number two is you tell a story you're like Steve Jobs did this and then he said that and then this happened but then that happened the last thing is you just do a recap with with um like a framework if you can or an exercise for people to do so here's your takeaway everybody ask yourself what brands have earned your trust consistently

over time distill done the three things they've done that have impacted you and see how you can abstractly apply those to your life and your business we can reverse engineer everything so there there's a big idea there's a story and there's something for them to do because people some people are kinesthetic Learners they need to do it in order for them to learn it some people can learn through story and a very few small select group of people can learn just by reading the table of contents or the book title itself when you do that

you hit everybody multiple times and it's called multimodal learning if you can do that you can do really great D number four because I'm gonna hit five now this is good number four is you have to make sure head of the video quality is the audio quality they will forgive you if it's low res if it's poorly lit if it's out of focus but they cannot forgive you if the audio is scratchy if the tone of voice feels like you're in a cave you can't really connect so if necessary turn off all the lights and

just have a conversation with a person and make sure that what you're saying works and I'll tell you why sound is Just Energy transmitted through waveform feeling emotion is the waveform form tuned to a certain frequency and so when we say like we're not in the same wavelength we're not connecting it's not literally the sound levels but our energies are misaligned and you can usually tell when someone's speaking that they have depth they have experience they they have empathy or they're trying to impress you or they're trying to trick you or fool you we can

tell because long before we developed skills to understand words we understood waveforms and sound quality really good that'd be number four number five number five is you have to learn how to play the title and thumbnail game those two things are going to be the biggest drivers to whether or not anybody sees your video at all I see people do this they have a template some designer made them maybe it's canva y they just crank out literally the same thumbnail they change type face and they put up the same head shots and quite literally it's

episodes one through 1,000 and they just do like that you're doing the bare minimum and what they don't understand is in this age only 10% of your YouTube audience will actually see a video who are subscribed to your channel right that's not going to be very good for you even if you get 10% that's great what you're trying to do is you're fighting for the 90% who never ever see your content and so you're saying of all the billions of pieces of content you can see on this subject watch mine yeah so you need to

make a lot of effort in the title design and the thumbnail so that they work off each other that's really important there's a big $12 Art School word called semitics that plus that equals something else a plus b equals c so title and thumbnail equals some hybrid new meaning we put those two things together in our mind and that creates this hook it's really good those are five I love it let's go personal branding for YouTube how involved because like I think a lot of like business owners or you know people that feel like I'm

going to create content to check off the Box yeah they're not involved in the title and thumbnail they just think they I'm just shoot the video you guys do it yeah how involved are you in the packaging of your videos I'm less involved and there's a reason why in the beginning I'm super involved because I need to do this and once you start to figure out the formulas the next thing you need to do as an entrepreneur is to teach someone else to do that good you have to like find out what the secret burger

recipe or the how you make dough you know and once you figure that out you need to write the recipe and you need to train other people if they can't get it the recipe is not strong a person of average intelligence should be able to follow the instructions you put and see the examples and be able to do that I as the CEO of my own company cannot be the guy who's constantly designing the thumbnails and the titles it doesn't work that way however I'm creative reting I'm overview I got an overview over this so

like when it feels off I send the messages are like this feels off to the video to me guys or this word is too complicated for our audience to understand let's tweak this or let's watch the clickthrough rate and the retention to see what's happening and let's tweak it as necessary so luckily I have two different video teams they both understand the drill they have independent teams but they arrive at the same place which is how I know we're doing it right dang that's game right there something I found that you know they they talk

about click-through rate and average viewer duration that's what like the two things that are so most important yes and most people say think it starts with click-through rate yeah but it actually starts with average viewer duration because with good titles and good thumbnails you start their viewer duration because they're thinking and they're processing what you just put in front of them yeah and I think I think everyone I think it's good that you started it out and then figured out like okay here's the formula guys here like take that it's really good yeah we're not

as good at making videos as the people who take this super seriously um Jimmy and the the his team over at B Central there they think about the title and the thumbnail long and hard before they actually make the video like you said we're not making content we just are who we are and we turn on the camera so we make videos we talk and then we are like okay what is this video about what's the key idea and so then we do it kind of reverse engineer I'm okay with that sometimes our videos pop

and sometimes they don't but I'm in it for the long haul yeah I was not ever setting the intention of my mind let's make the most clickable viral video we can some of them wind up being that and I'm delighted but it's not the point the point is to Be an Effective communicator and teacher and do things that spark my interest and joy that's really good it really it kills the pressure yeah the pressure to make stuff that you feel good about so you can make it again yeah and there and the and the the

pressure and the permission that you're going to make it again later yeah you know as far as being repetitive yes like what's your what's your thoughts around like how often you repeat yourself because there's an assumption that you know most people aren't going to watch your stuff or not even assumption it's true like but is it just when you feel like you're moving on from an idea like does that make sense no I know exactly the question I'm trying to figure out how I want to answer your question so the question really is about do

you feel like saying something over and over again makes you crazy or is it a good thing is it bad or is it good or somewhere in between let's look it like this the first time I say something is not going to be the best way I can say it every once I'm lucky but still I think I could do that better and we know if we do something over and over again it gets sharper more refined and the delivery becomes smoother and we're more confident in saying it MH so when you see someone who's

really good at speaking and being able to think on their feet I I guarantee 1,00% that's not the first time they said that very rarely right unless you're a freestyle hip-hop battle artist but even then they still write and they still figure things out ahead of time right they they know certain hooks that they can drop in and it's their Lifeline so with with the the what the hell were we talking about but repeating yourself oh about repeating yourself yeah so I think that I will say things as long as people want to hear from

me me over and over again and every once in a while I'm on a sunset I'm like I think I've said it the best way I can say it I'm kind of tired of saying it now and now I'll move on to the next thing so for years I used to talk about pricing value hourly and no one's asking me any questions about that anymore because I'm kind of done so in the last couple years I embarked on personal branding and I made a point to myself like can I be the guy that when people

think personal branding my name is attached to that and over a very short period of time I'd say about a year and a half of intentional action uh if you search for me on IG the for you page for personal branding I should pop there and if you Google it or chat gbt it I think I should pop and that's remarkable right so with a certain amount of focus and intentionality and being able to consistently show up anybody because I'm just anybody can achieve anything it's fire what do you think your next phrase is going

to be it's a good one it should probably be sales yeah that's that's dope I've been on a sales Journey yeah I mean I think the exposure first it was just realizing that like removing what we think of sales I think naturally we've been programmed to think that s selling is sleazy yeah we think about the forceful B purchase or like being forced to buy something but um no selling is beautiful it can be when it's done right when it's done right yeah it uh per you could persuade for good cuz you mentioned um that

you you'll let people know like hey I'm doing this Workshop go sign up you know something I've learned about sales is there are people that need that are most buyers especially people who invest in themselves they have to be they could be in their own way of buying something that they should do because it's going to be good for them and being good at helping somebody get out of their own way to see if this is the right decision yeah is a skill yeah um yeah but what have been your biggest discoveries as of late

with sales from what you used to think of it and like where you're understanding it now yeah I I used to hate this idea of pitching and selling and the reason why I hated it was because that there were bad models for me to follow just like with personal branding I said now 99% of people who are teaching other people or thought leaders in the personal branding space don't get it don't understand it and I'm anti everything that they do and so that's an opportunity for me to go Zig when they're zagging I think sales

is very similar I think it's not quite 99% but like 80 85% of the people who do sales sales training do in a way that's out of alignment with me I'm sure it's effective but it makes me feel gross it feels unethical it feels manipulative it feels like you're applying a lot of pressure to get somebody to do something that's not good for them but it's good for you I want to take this approach of like what is sales like that's permission based that's an active generosity that is more invitation and helping the other person

solve their own problem more than it is your need to make a sale so it's like U uh the introverts guide to permission based selling that's what I think and love that I think I've developed a process that's been very effective for me and I'm trying to teach as many people how to do this especially creative humans who have a problem with selling undervaluing their own thing and artificially pushing an agenda that they don't even realize that they're doing and I literally got off a sales coaching call earlier today as part of our London recap

and it's still like we need to practice you you're all you still don't understand it I can show up 1,000% and want to serve you and not want to sell you anything and you at the end of it will ask how do I buy from you and it's wild the less I want to sell you something I find the more you want to buy it from me I'll give you an example right so when we talk about consultative selling it means I'm in a diagnostic phase with you trying to help you find what it is

that you really want what your real problems are to to reconcile any logic breakdowns to make sure it's aligned with what it is that's going to get you the best result with the least amount of risk and then discover I'm not the best person suited to do it and I will tell you straight up Omar you know that thing that you want to do I think that's what you really need to do unfortunately there are people I can just even think of that can do it much better than I could so I don't think I'm

going to be of service to you by saying you should work with me and usually happens is Omar you'll say Chris but I don't trust them and I trust you could you hire them and just manage them and I'll pay you what you need to manage them it's pretty wild and then I said well why don't I think about it and because I'm not sure it's worth it for me financially to do that because I'd have to charge you what my time is worth and you would say put in whatever you need because I'd rather

work with you so this is all about open and honest and transparent communication and my high EST order is to serve you before my need to make money good and in that I'm creating micro transactions of trust that's what we're doing dude I'm pumped for that era next era next year the Andy Elliott Chris do I don't you know what that means but I like it good dude thank you so much um you know if we can do a part three that'd be really cool we will do a part three we'll do a part three

something a big unlock I've had as far as like repetition is having a podcast doesn't mean number one I always need a guest number one I I actually love doing solo episodes yeah um but the other unlock is you you like why not have people back like you don't need to have brand new guests every time you can actually have you know resident guests on a podcast and uh it'd be really cool if you be a resident guest maybe two times a year sounds good man dude I appreciate you thank you so much appreciate you

yeah oh K Starbucks nice oh you just CAU that you got fast eyes bro can I tell you about this watch uh please I just got a Hulk by the way you did yeah the Hulk is all green all green are you wearing it I'm not wearing it no okay um here's a story all watches till time even a broken watches write two times a day but this watch tells a story so this is the Rolex of Mariner with date and it is the Starbucks version of it or the Kermit I think sometimes they call

them different things right I think it's the Starbucks I think okay and I didn't want to buy this because I want to buy into rolex's game of like false scarcity artificial scarcity and there's a there's a woman from Neil's Community her name is Anna and she wanted me to speak at her event and I said you know for me to speak at your event it's it's like $330,000 and she goes Chris I can't afford it's my first event I said okay I wish you the best I need to get paid though she goes but I

heard from a friend that there's something that want that you haven't been able to get I'm like yeah she goes there's a certain watch I believe I'm like oh no I know who told you I know what's going on here and she goes I had to make a bunch of phone calls to see if I can get it for you I can get it for you now even though the watch isn't worth my speaking fee I said you know what this lady really wants me to speak and is willing to make the effort and energy

and I think the story is worth more to me than the money itself so in Li of my speaking fees I got this watch but what I get in the watch is not the watch I get to tell the story every single time somebody ask me nice watch bro I love it so sometimes the story is more valuable than the money and I'm going to tell you right now the story is going to be worth $100,000 and it's going to be more than my speaking fee let's go yeah that's beautiful thank you thank you