How only 2,500 subscribers can make you $1,000,000.

right behind where I'm sitting you can see this whiteboard and there's this funnel that Jonathan jream goes through with us that's printed him millions of dollars we go through exactly how to do it why funnels matter and honestly I don't know why people sleep on funnels it's kind of a dirty word um but today we're gonna just have a fun chat and uh and just go through how to think about structuring um a funnel that works for your business so this means you're going to get more customers you're going to create more sales um and

uh it's just going to be a big friend for you uh to to to grow your business and give your business the highest chance of success uh this is a fun conversation always with J cream is always a blast um and uh let me know what you think in the comment section I read every single comment hope you [Music] enjoy up Greg what's going on can I call you Jay ice cream you can call me Jay ice cream I mean you're the only one who does it but uh I like that's not true dude the

comment section always your comment section and your people on X call me that but it's uh what does your girl call you John Ice Cream John Ice Cream Jonathan ice cream she calls me Jonathan ice cream um yeah it's I think I never intended it to be said spoken out loud because as I it was my Xbox gamer tag you know it was one of those things where I was like trying different things and then I was just like ice cream and then J ice cream became my Twitter name or X name oh also my

Instagram name but I don't think anything else besides my original Xbox account and then besides from your whole identity well besides the fact that you noticed it or some or your audience noticed it literally 20 years after I did it like no there was I think like one person on one podcast maybe 10 years ago a German podcast said in a very friendly and naive way why is your name jiz cream and I was like oh oh no it's uh J ice cream and then that was the whole then there was 10 years of nothing

and then now you and your podcast that's perfect yeah so it's um it's good I'm keeping it I'm never changing it great Year man happy New Year good to see you have you have you made any like like do you over the holiday period do any sort of reflection thing or do you what do you do you do anything like that um I am a human being you know so it would be weird if I did like zero thinking yeah no but I mean do you do like any extra reflection or do you yeah you

just you just power down when you're not on this podcast and you're like waiting for the guest to appear the honest answer is I set three goals for the year and that's it what are they you [ __ ] tell us then um I'll tell you one of them and it's not business related at all grow a bigger p PE I I feel like smaller yeah exactly you're like how much of this will get cut out of the podcast we we basically keep everything in I love it yeah so grow a bigger PP is number

one and what was number two number three let me tell you a story actually that happened to me this weekend so I signed up for my first ever okay so I make this resolution get really good at tennis cool cool um why because tennis feels like it's like part chess especially singles it's like part chess like you're you know you need to be really strong mentally and it's a really good cardio exercise just like chess that's the part that's like chess it's like yeah exactly so New Year's resolution sign up to a tennis tournament I'm

really excited I get there matches at 11 am I see my buddy Corey is is like there and he's like dude you know who you're playing and I was like no he's like you're playing Lee and I was like who's Lee and he and he goes Lee is a 94 year old man nice so I'm thinking I'm about to just you know absolutely blow this guy out of the water you know here I am a extremely fit 35-year-old um spent the you know I have been practicing more and more getting into shape and then I

get to the court 94 year old and he absolutely destroys me one Zer two Z like I'm not getting any points on the board oh man I'm literally can't I can't even breathe I'm sweating like profusely there's not a bead of sweat on Lee's face just completely beadless just completely beadless so then I see my friend Corey at the sidelines he's like oh I forgot to tell you basically that like he's a he won the like world champion or American championship for top tennis players 85 or older holy crap long story short I'm literally like

immobilized now he like I'm so like I can't I'm so sore he just he destroyed me I lost the game to a 94y old man quick break in the Pod to tell you a little bit about startup Empire so startup Empire is my private membership where it's a bunch of people like me like you who want to build out their startup ideas now they're looking for content to help accelerate that they're looking for potential co-founders they're looking for uh tutorials from people like me to come in and tell them how do you do email marketing

how do you build an audience how do you go viral on Twitter all these different things that's exactly what startup Empire is and it's for people who want to start a startup but are looking for ideas or it's for people who have a startup but just they're not seeing the traction uh that they need so you can check out the link to Startup empire.co in the description that's really I mean does it give you this feeling of that's who I want to be like I want to be that 94y old man destroying 35 year olds

it's exactly it's exact I mean I must admit it we went into a tie break so it was like it got close by the end so I almost beat a 94 year old man if someone just starts the episode right here yeah exactly um but yeah I think uh that guy was really cool like he's he you know I was talking to him talking to him he's like yeah I'm just I love playing tennis I play every day and and he's just doing his thing like that's goals you know what I think is amazing you

have I think one of the you know one of the bigger podcasts out there in the startup World whether you like it or not and look at your background the worst background whiteboard which you've half ass written the startup if anyone's not listening to this on YouTube you need to go look at how it's it's a testament to how people will do the wrong will will like get take the wrong message like they'll watch like a popular podcast and they're like oh I get it I need to have a really good mic I need to

have really good lighting and there's your with like 35,000 listens on YouTube alone and you've got a really I mean it's it's almost insulting it's it's amazing like is it do do you ever think like I need to like I need to level this [ __ ] up visually or you just like ah I did a a round of inperson interviews and the quality is really good like we did a a really really a good job we've we're releasing our sec I don't know when this is going to go out but the second IRL video

is going out today um with David senra which by the way was probably one of the most life-changing conversations I've had with anyone cool what like on what topic like what broad topic um I want you to listen to it honestly yeah but basically the reason why I was lifechanging was I think what's cool about David Center he's from Founders podcast do you know Founders yeah I've listened to it it's great yeah not as good as your podcast obviously but yeah okay so David David um you know he studied all these billionaires and and and

Founders and stuff like that and he's just got these amazing like oneline zingers and stories that go with everything I love when people have that when they've got their like you know back log of really cool quotes and anecdotes and all that stuff I never have that I mean I have it for only really have it for my my like very specific facilitation world yes like when I do like my show and they're not like saved anywhere but they come out but I have heard it's a really good idea I heard this from Russell Brunson

that it's a really good idea to have like your he has he calls it like story archive or something like of your best story that you can tell apparently people do that when they're like Medi trained apparently yeah I forget who said it again we suck at this but it's like never show up to dinner without stories maybe it's Anthony Bourdain showing up to dinner with really inappropriate really long stories but because no one told me the rest like what do you mean okay I'll just learn some [ __ ] horrible [ __ ] did

you hear about the guy who fell down the crass and died and had to eat his own legs got a three- hour story about it don't go don't go for dinner with Jace cream no to do not go to dinner with me it's bad it's very bad well I um I made a pretty big decision over the the holiday period I decided to step out as CEO of facilitator decom oh wow fully um I'm now so basically last year uh I think around September we publicly launched a section of or so we've split I split

the into three different companies actually obviously inspired by the way you did it with the holding company sort of thing um and so I split it into fail.com AJ and smart Studio which is the design design studio and then uh Partners which is like where myself and my team advise other companies on really funnels and growing their company using funnels and it just clicked with Laura and I who run facilitator facilitator dcom the way we're advising other companies to grow and we had a chat with one of the employees who seemed like the best fit

to essentially take over he said yes and so for the last three weeks we've been advising facilitator dcom the same way we're advising everyone else and it's been a massive massive change like out of being super reactive every day into being a lot more having a lot more heads space and a lot more time to think although to be really honest I don't know what to do with the time yet like I'm kind of in a confused state where I'm like okay should I what do I do should I read books should I meditate should

I clim boohoo I know literally boohoo should I do [ __ ] beat up a 94 year old man like Greg um no but this like yeah I'm not I'm not going to make that the topic but it's really that's pretty huge because last year I was like hardcore full oper fully operational across the three companies and now I'm more advising and it feels like a nice change of pace okay so do you are you worried at all that this person is going to drive the business into the ground I'm sure they all listen to

this podcast so I would say that I always assume I mean for me it's always easier for me to assume the worst like it's it's it would be stupid for me to assume that someone who hasn't had that role in the same way I've had the role of CEO for 14 years now and it's very challenging um I'm not worried that he'll run it into the ground um because first of all I'm the adviser and Laura's advising so we can be very helpful along the way but also facilitator decom now is a well oiled well

running entity with all the funnels and everything so it's it just needs someone really like who really knows the ins and out of funnels and Dom who's running it hey Dom um is really good at all that stuff so I think he's going to do a great job and yeah I'm not worried about it being run into the ground personally it's low on my worries list the hard thing to do and and I'm guilty of this sometimes because I'm in a similar role with lay checkout is some you know you might be you might be

working with a CEO and and see that the CEO is making the wrong decision and you you have to be like I are you you know you have to be kind of like out of it right you can't just be don't do this or I would do this this way and that's that's the hardest part that's that's going to be the hardest part of your role it's very very difficult very difficult for me because we did hand I did hand over the corporate side of my business just to to a CEO a couple of years

ago and they did eventually sort of lose track of it and and it did pretty much Crash and Burn and had to be rebuilt uh I obviously left it go a little bit too far because I was like I just need to I went so hands off that it actually went too far so I I try I've tried kind of that approach where I'm like okay I'm going to be almost like ignorant of it um and now I'm taking I think it was helpful for me to be to have this Partners business where I'm an

adviser to others so that I know how to advise while being checked out a little bit while being like I'm going to answer your question but I'm also not going to check up and see if you did it right or something um but yeah I mean look so let me get this straight I don't know so let me get this straight so you had a business a businesses you started coming on the Pod you started wearing glasses like me you started changing your business like me had these glasses before I started as po [ __

] you started talking like me you started telling the same stories that I tell you started beating up 94 year old men like I do hell yeah I'm just like I you know what I said I I said one day when I woke up I just said I am Greg Euro Euro Greg yeah that's what people say in the comments they're like oh they are they Brothers oh I have glasses that look really like do you have your like lighter colored glasses yeah all right I'm gonna go get mine way like these kind oh I

don't have them I don't have those I don't have those but uh those look great they're like more like yours so have shorter hair and then uh yeah so yeah I look I have stepped out of the business a few times um that's why I like started my whole unscheduled CEO Persona and everything but what keeps happening is like this thing of just when just when I thought I was out they pulled me back in or whatever that [ __ ] meme is so I do end up getting pulled back into it do you not

get pulled back into your companies honestly you want to the honest answer yeah you're GNA say no when a company is doing well they don't want me involved yeah like they they honestly like I don't have like the context that they might have they I shouldn't say they don't want me involved they don't want me to like in the weeds yes they want the Strategic advice um they want you know access to connections they want um how would I do XYZ but they don't want like I'm sitting in meetings and I'm asking like a million

questions like that to them feels like I'm taking the wheel and that's not not the deal yeah yeah yeah and it's it's really hard um to if if you were the CEO and now you've given the role to someone else if you get at least if I'm in the room it'll default to people feeling like my opinion maybe has more weight exactly and so it's better for me to just simply not and and and what's cool with Dom is like he's also been like yeah you like we basically decided I'm not going to be in

like the kickoff meetings new product meetings things like this actually I I made a pretty extreme decision as well which is that I am no longer doing uh person so I was personally sometimes physically going and running large scale corporate trainings just because they bring in like quite a lot of money um and I also decided in in December I'm not doing them anymore like full stop I'm not traveling so a lot of the big B2B corporate Enterprise travel plans for 2025 um I've handed over to the team and that's something I was always kind

of like scared of I think because it's like it's it a little bit the Jonathan show like the teaching facilitation thing the way we do it at ajane smart and now it's not the Jonathan show anymore so the Dom show the Dom show exactly so yeah that's going to be the team running those and so that's yeah I'm I'm really really curious and excited to see how it goes but what's cool for your podcast is that now I've gone from you know focusing obsessively on you know a facilitator decom funnel and then like two weeks

later going and helping another company with their funnel and whatever now it's like I wake up and I've got we I just do it on iMessage because it's just so much easier and I've got like five companies which we're helping with different funnels and and different projects and pretty much what I've been able to or what I can pretty cleanly and clearly say I started doing this kind of advising a couple of years ago but now it's like really part of my actual day today it used to be a bit more like on the side

most of the real Basics work so godamn well today like 2025 we can launch a product using basically just the same webinar just email your list send them to a webinar in that webinar talk about the product the end send loads of follow-up emails like that's still the multi-million doll recipe that we're reusing over and over and over and over again we've got two big launches coming up next week we've got like maybe you can like beep the will it get beeped out if I if I wanted to get beeped out yeah you just have

to say what you want beeped out yeah so we're launching so we're launching that next week and uh the LA like we're just doing webinar so on Wednesday all the different lists that we have access to including like some third party list and so we've been working with a couple of different leads and and lists so all of them push towards essentially a webinar funnel okay so we' bleeped out who who those people are but basically for The Listener there's someone who's launching a book right you're helping them with orchestrating the funnel to get as

many people as many people you know in in their ICP to buy the book there's another big podcast big you know list that you're you're going to be working with to get even more people on it how do you structure a deal with like you know someone who has a big list or a bigger list like how does that even happen well I mean there's a couple we I think we have for this particular launch there's going to be like four different lists being tapped into sometimes it's just a favor that's in this case what

it is like uh you know we were we're friends or we've done something together before and can we just like tap into your list and then we can do this other thing it's actually all that is isn't that like awkward though like I don't I I feel I would feel awkward to yeah okay take off your sweater of course you're wearing black like I'm wearing I want to be more like you you literally looked at me and you're like oh my God I I don't look as much like Greg today I need to maybe I

can do this so I'm more like you again yeah so yeah you never just ask someone you like what's definitely not a good idea is to reach out to someone and say hey can I be on your list we actually had an episode I think and I did an episode before the holidays where we talked about this idea of just like asking people for favors and stuff yeah um yeah you never reach out okay if if it's like um okay I actually asked you about this exact book launch and I didn't just say hey Greg

since I've been on your podcast already let me just have access to your full audience and uh promote the book right I didn't say that I asked you very like carefully hey Greg is like I have this we're going to promote this book we've got this book launch coming up the person who wrote it is like in my opinion great for your audience because this this this this this this this do you think there's any chance that this person could come on your podcast I asked that like relatively carefully with no in my at least

hopefully not from your perspective I didn't have any assumption that you should just say yes my assumption was it's an absolutely maybe situation and that's if I really know someone so if I really know someone or if I'm if I've talked to someone a lot like I've talked to you then I might do a direct ask like that but still very carefully and if I don't know the person so well for example with Chris doe when we did our first promotion I just said hey how much will it cost straight up like and often they'll

just be like I don't need I don't want your money let's just do it or they'll also realize oh well our lists let me do something on your list and and I can do something on your list uh sometimes though it's worth paying someone $10,000 if they have a$1 1.3 million l or person list so it is a mix of those things I would say you have to be very tactful and careful to not overstep boundaries is your big Insight overall that the basic funnel the webinar funnel is just what works today in my opinion

what set what makes the most money in the shortest amount of time is you've got a list so ideally this won't work if you have zero list or you're like this is not one of the situations that works from zero the way I'm describing it now but let's say you have a list of 20,000 people or something you've been building up over years um or even honestly 2000 000 people let's wait you want to do something should we write it on the board I've never done this let's do it so you've got a list of

2,000 people uh actually 2,500 people I've got like my unscheduled CEO um like blog which I almost never post to has around 2,500 subscribers which is essentially nothing so you can't even see it right it's I can see it yeah it looks good it looks good yeah yeah it looks good so what I will do is I'll invite those 2,500 people to a live training so this is what I literally will do with this group I I I'll give you an exact funnel that's coming up that I'm going to launch soon so I'm going to

invite 2,500 people to a live training that I know will appeal to those people so those people in my community they kind of like talking about how do you how how do you how can you like be a CEO but also have like a normal life and all Balan family whatever I I'll do some sort of training on that topic then in that training I will talk about the thing I want to sell which in this case will actually be an in-person event that's three days so I'll sell that in-person event on that training at

the end of it I'll say hey by the way if you enjoy this training there's two ways you can go forward one is read all these books they're really amazing they're really cool whatever number two is come hang out with myself on my team in Berlin for three days and we'll do it in a hackathon style if I just emailed those 2,500 people with the exact same information two people would buy like I've experienced it multiple times if I do a live training a 90 minute live training in between which is a webinar like out

of the let's say 2,500 people will get invited maybe 200 people might turn up I'll get like 20 people buying tickets right there and then question of the call it 90 minutes would you say that it's 90% giving value 10% talking about the offer like what's the breakdown the breakdown is structurally I use the structure from Russell Brunson like 50% of the structure I take from Russell brunson's book um expert secrets so that structure is basically I'll just tell you the structure I'll use for this one it's going to be hey everybody here's what the

last few years have looked like for me and the last few years for me have been pretty stressful because loads of things have gone on in my life blah blah blah and I believe that that will touch on a lot of people's issues they're having as entrepreneurs so I'll talk about sort of my story for I'd say 20 minutes I'll talk about the biggest learnings I've had in those uh couple of years and from those biggest learnings I'll distill down like what big things I'm going to do to move forward and at the end of

that I'll say then I'll start talking about the event or the thing or even the service like this could even be a coaching Service uh that would accelerate that learning for other people so it's not even 20 minutes me what was how it's like it's like 20 minutes my story yeah it's 10 minutes of me discovering something that has helped so that's like called like the vehicle I'm discovering the vehicle so in my case it could even just be funnels because funnels can help me to not have to be owned by my business if I

know I can switch something on and make money so it's like 20 minutes my story and the problems 10 to 15 minutes the vehicle so me discovering the thing that could even be meditation that could be climbing that could be whatever then it's like another maybe 20 minutes we'll add it up at the end of using this vehicle and why it was so valuable and useful to me then I give people two options you can go on the same journey I did by learning all these things it will take you this much time or come

hang out with me and you'll just learn it faster that's kind of the two options at the end cool I'm actually going to erase it just because it's making it too complicated the funnel but I will include in the show notes of this desri of of this episode notes from this episode where we'll people can go and access that I can tell you also like okay we've got two we've got two webinars coming up for two different clients they're always almost the same structure CU they're always like Jonathan what should but what do we do

on the live training and I'm like all right guys so both are launching a new product one is LA and both are launching almost sequels to their previous product so they had something and they're they're launching new things so in both cases I will say first talk about the why you created the first product like why did you create it what problems were you having what was the journey now talk about in the meantime since you created that product what were the things you realized about that product that are no longer working for you as

you've developed and and become better at what you've done cool talk about that for a while now what are the things that have you've discovered that have improved and and helped you on the new part of your journey and I'm going to give you an ex an exact example in a second and now talk about well there's a gap between the thing you've created and now the thing that you would need to have existed for you to get to this point and that's the new product an example is I'm learning uh I'm I'm doing climbing

bouldering it's like a bouldering whatever climbing indoor climbing that's probably the easiest thing that it's called so I'm currently one year into learning indoor climbing and I'm completely stuck and what always happens when I get stuck is I try a million different things to get past that point I I'm currently watching loads of YouTube videos I'm this this this this this but I have a very strong feeling what's going happen is now I've booked a coach this coach will probably be able to tell me like oh yeah no you need to move your leg a

little bit like this and this and this and this and that will have like completely short circuited the entire process of learning like me doing it by myself might have taken another year for me to go up one grade with a coach it might take me another two weeks to go up one grade and so if I were telling the story if I were later trying to sell coaching like for climbing for some reason I would just tell the story of if I was a coach I had this client who was stuck on grade 5B

don't laugh at me if you actually know climbing 5B for six months he tried all of this he bought new shoes he kept spending loads of money on it eventually he was giving up he wasn't having any more fun with it then we met and I realized actually it was just this one thing that's why it's better to get a coach than sometimes than trying to learn everything yourself so webinars are just always about showing this gap between where you think your audience is where you'd like them to be and because you're usually there where

they want to be what needs to go into this Gap to bring them over there as fast as possible and webinars are mostly that in a nutshell okay let's finish this funnel and then after we finish this funnel I want to talk about is this when I think of funnels like this I think of info products and you know me I'm more of a software guy so can you use funnels like this to spin up apps and spin up B SAS products and sell via webinars we can talk we can talk about that at the

end but I want to finish this funnel okay so this funnel is basically list to live training to paid live event paid you charge for it no well the live training is the webinar that's free but then sell them a live event or so like there's two arrows coming off the live training actually a paid live event and actually there's an arrow after this which is one-on-one coaching okay actually let me tell you then this one-on-one coaching is actually more like advising with a cut of profit so that's like how it works is someone listens

to my podcast or reads my blog they come to a free training then some of them come come to a paid event then some of those people who have companies that are making over a million end up being part of our partners program where we take a cut of their business so it's like it's a funnel it's a it's also not a common funnel you people use for almost a getting a cut of someone's company process you people you talking about Americans here what do what are you what are you saying did I say you

people that's what I heard I don't even remember what I said no I said it's not a it's not a funnel that people commonly think of when it like I actually can't remember what I said actually you said you said you people I don't know if you're talking you people that's what I meant that's what I meant you people yeah but it's like people don't generally when someone's thinking oh I want to start a business I want to be an adviser and take equity in companies they're not thinking that's the exact type of thing people

would think funnels doesn't work for but it does work very well so I actually to me that's like the most interesting piece of that this whole funnel to be to be honest like the I mean isn't that similar to Alex Heros funnel like he ultimately Partners I mean actually he does he has this funnel now that I'm thinking about it because I think so yeah I'm not I don't know so much I know he takes like I actually don't know exactly what his funnel is but I'm sure it's also highly optimized for whatever is at

the end of that funnel I also know that he is and W was a Russell Brenson guy yes and I'm sure he has more than 2,500 subscribers yeah I think I think what he does is he sells paid IRL events in Las Vegas I think it's $5,000 uh or something like that and then he buys pieces of companies so he like literally takes ownership in the yeah I mean that's also really smart because what what I like about that is you get to test out whether this person is worth being your adviser or not you

get like almost like a free a lowcost trial of them being your adviser so like this is my very small funnel for getting advisory gigs basically okay that's cool you asked about essay s or SAS software as a service funnel I mean I think this is just a class this is just a very basic fundamental way of selling things it's doing a demonstration of the thing you have but like actually thinking of Alex heroi he has this product called School SK and that's a software would you consider that software as a service um yes absolutely

I mean they're using the classic challenge funnel to fill up school and get people creating new schools and paying for new schools all the time and they use a webinar as at the very top of that challenge funnel okay explain what a classic challenge funnel is it's it's one of the most common types of funnels and it's actually kind of Genius um a lot of so the structure of a challenge funnel is basically you ask someone to join a 30-day challenge and this could be like a challenge to lose weight once I explain this you'll

see them everywhere it could be to lose weight it could be to like um get all your taxes organized it could be getting your first customers whatever it is there's there's lots of 30-day challenges or 10day challenges that you've probably seen before and how these are used is most of the time they're free but sometimes you you actually have to pay for them like $100 for a 30-day challenge it's like every single day you have live coaches um helping you with the challenge so let's say it was a um pick like a software that we

would try to fill up and I'll just come up with an example notion notion okay so the 30-day challenge for notion is we are going to okay I'll come up all right notion is but for anyone listening notion is like a note taking kind of organizational notetaking app is that for anyone who's listening they know a notion is they know what notion is all right don't my mom is listening this is this audience is with it you know okay so I am so notion hires me to just get way more customers right but they don't

want to they they want they've tried everything they're like scraping the bottom of the barel of their return on investment and ads and I'm like all right we're going to do challenge funnel here's what's going to happen at the start of January you're going to do these ads which are going to be about helping people build their second brain and it's not even going to mention notion it's just like how to build your second brain and we're going to team up with Thiago Forte the guy who wrote the second brain book and what we're going

to do is a 30-day challenge we're going to try to get as many people signed up as possible possible it's going to be free plus a free trial of notion and a free 30-day trial of notion and over the next 30 days for you know a couple of hours per week Thiago and multiple different people who are very good at this topic are going to help like hundred hundreds of people in your audience and thousands of people from Facebook in this Mass challenge to help them build their second brain using notion every one of them

gets a free trial of notion of course they can cancel very easy easily do you believe some people number one lots of people will learn how to use notion who never had any reason to use it number two lots of people will get a lot of excitement and fun out of it and actually build something valuable for themselves number three you're going to get a shitload of people now paying for notion after that point so a challenge funnel is simply letting someone use your product creating a fun challenge around uh what you think some people

might want to use that product for and then x amount of people don't cancel after the free trial because they want to actually use the product that's a challenge fun they're they're used all the time you just don't see them because they're not they don't call it challenge funnel yeah and I think the the ones that work the best are when people are most susceptible to the challenge right so like you know January New Year you know people think about weight loss 30-day weight loss challenge for example y would work better in January than in

August yeah totally but I bet I could come up with a challenge funnel for every month of the year yeah I think if you just kept giving me different pieces of software in different times of the year I could create a challenge funnel for them regardless but I mean it's obviously easier when it's the J so easy but building a second brain you could almost do any time of the year like spring cleaning could be another topic for for a lot of people um and then there's probably products like I am now currently advising uh

it's going to be obvious a product I'm I'm currently advising a product which I'll just say the name of it to you just so we know what we're talking about like yeah something like that anyway it's a it's a product that teaches you something over you want you want us to blow yeah Please Please block that out yeah that would be very important actually great um the reason is it's like an NDA to the max for now um but this product is s is a very simple challenge they say they tell me we need to

increase our monthly active users by 100% by the end of the year and so for me like a challenge funnel is a great way to start a project like that because you just get this massive influx of people and especially it's so I I'll ask them they they said they have like 40,000 people on their list and I'm like okay so how many monthly active users do you have we have like I don't know 500 I'm like Okay so we've got most of the people on your list have not been activated yet and in many

cases it's because they don't really know why this product is really useful and a challenge can be a fun and useful way to get people actually into some routine of using the product and then they don't want to and some of them won't want to not use it anymore then I like it challenge funnels are great I don't do enough of them I mean we don't do enough of them at AJ and smart because they're like kind of hard to set up and a little bit tricky to run but they're very explosive from a growth

perspective yeah I like it a lot I'm just I think that in like Silicon Valley startups let's say they don't use things like that as often as they should it's just because it's mostly most of these things are used in really cheesy products you know but sometimes you see these products like Crossing from cheesy into non-cheesy and like cool like ag1 was kind of one of those you know was more on that funnnny side of things right now it's like cool thing but like I showed you also during Black Friday a lot of very cool

and hip products use funnels they just you just don't realize it because they're kind of behind they like they look nicer basically right that's the dream that's the dream that's where you want to get to uh what else what else is there anything else you want to talk about today I mean all I'm doing is making funnels I'm trying to think is there any other like honestly if you have a list and if you've ever okay if you're someone who's listening to this and you have a list and you have a maybe a Blog whatever

it is you have some content thing and you've ever tried to make an event or sell something and it just didn't work if you just emailed everybody or if you just posted about it it's not it shouldn't have worked it's unlikely that it will work without this middle warming up step and I think this warming up step can be a challenge it can just be a training uh call it like places like Stanford use something called info sessions if you go to their website where you can like sign up for a session where they'll show

you what it's like to you know do their courses and whatever the executive education courses um I think we expect people to just buy our thing just because we mentioned it or emailed them um whereas most of the time I think in practice you need to have this middle step to get people warmed up and excited enough to actually spend their money um and for me that's where webinars challenges these types of things come in Beautiful episode I don't know if I have anything else that's perfect no I think that's great I'm really sorry for

all that beeping that I'm asking for I know that's probably annoying for your team and I don't want to be like fake mysterious it's just that I I know now that my clients listen to this podcast because Alan hello Alan one of my clients was like oh I was listening to Greg's podcast and you mentioned me and I'm like oh [ __ ] yeah no worries apparently your podcast isn't a secret despite how lowbudget my studio looks I love it I love that you even started writing on it and [Laughter] everything I love it I'm

like is this marker gonna work that I got at the dollar store I think it looks amazing dude it's it's beautiful the startup ideas podcast look at look at how well even the the you kind it feels like you wrote startup ideas podcast and then you kind of realized there's a the and added that in later exactly oh my God I forgot the name of my own podcast I'll end it on one question for you not that I can end your podcast but it seemed like you're about to end it do you have a favorite

product of 20204 um or most useful yeah uh for you know people with the Pod know I like to sip you know I'm a a lot I like the uh it's called it's a I'm sure a lot of people know about it the fellow fellow products brand I love I have I have so many fellow products yeah I love them um so they have a kettle I don't have the fan like there's one Kettle with like here I can try share my screen I'm pretty sure I have the exact Kettle you're about to share no

I don't think so no I don't think so I have that ex you probably have this Kettle right I do yeah yeah yeah I do I knew it you're so European is that the loser one no no no there's the European one which is the EKG electric kettle and then there's the American one with like what do you mean European and American I'm kidding I'm actually joking it's because it's like e it's all fancy and European yeah this is like this look at it look how fancy that spout is that thin spout and look how

I love it look how like to the point this spout is chunked chunked out so this one has been really great because just being able to set it to I want it at this uh 175 degrees Fahrenheit or whatever it is yeah is is a no-brainer oh looks like they even have refur refurbished ones you can get one for 132 bucks [ __ ] that don't buy those the ones that don't work no buy I mean honestly it's not worth it yeah you got to have a fresh one I like the white looking one but

it doesn't fit in with all my other fellow stuff they also have very nice water bottles the fellow crew oh water bottles really like where I have this uh K Carter Ki water bottle I've got two of those they have this did you see their new coffee maker yeah I want to buy it so I'm going to get I really want to get it the Aiden whatever let's look at it for a second is it Aiden coffee Aiden so I have a mocha master and I love how it looks but this seems cool this looks

so cool I know it looks so cool do you use milk in your coffee I do use milk in my coffee so I like for years didn't use milk because it you know it's you taste everything and everything and it's like all fancy but I get such bar bad uh heartburn like acid reflux when I don't put milk in so now I'm like these machines are kind of pointless if you're going to use milk why because that's what fancy coffee people say you don't even you're just tasting like the milk then no no first of

all even even if you didn't even drink the coffee looking at this machine every day is a Vibe it's absolutely A vibe so that's number one yeah number two don't let anyone tell you people listening don't let anyone tell you how to drink your coffee except for me don't especially a funnel guy don't let the funnel guy tell you hey funnels are a big part of coffee making you put it down a funnel and then have you seen this beauty yeah that's the uh uh the opx Y it is so that's to make music yeah

it's so great wait I don't know how much you can actually hear we can hear it perfect oh yeah really okay let's do much much to my chagrin we can hear it okay we got to end the podcast thank you for listening three hours it's been fun later dude all right Craig see you later man [Music]