How to Win On Social Media in 2026
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Summary
In this episode, I share the 5 simple rules of content creation that I use to go from zero audience to getting over 100 million views a month today. When I started reading, a book that just transformed my life was "Think and Grow Rich". So what I did is I found the 200+ books that influenced that author and read those ones so I could add to my collection of knowledge. And if you want to be world-class at creating content, you have to go back to building your collection.
Transcript
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In the last 18 months, I've grown my personal brand
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to over 3 million followers across all platforms.
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to getting over 100 million views a month today.
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When I started reading, a book that just transformed my life
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that influenced that author and read those ones
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Everything is a remix based on historical best practices.
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In many ways, a lot of the modern day philosophy
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came from the Bible or Stoicism or even poetry.
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And if you want to be world-class at creating content,
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I wanna share with you the five formats of collection
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In real time, as I'm studying books, not just reading them,
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because I'm trying to really become one with the knowledge
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and helps you try out and test different concepts,
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different insights, different ways of teaching other people.
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number three is observation what i see in my family my friends people around me i believe the
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world will show you where you're not free things that frustrate you so that you can use that as
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content to teach other people there's a reason why when you see somebody do something that you
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don't agree with that it resonates with you because it's actually meant for you to take
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that moment and share with other people not the person that did it how you would have done it
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differently. And it comes with the feeling that other people feel. Number four, top content. Now,
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I know this sounds crazy, but I spend hours a day scrolling on TikTok to be inspired by other
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people to see what the world is excited about. What are the trends? What are the ideas going on
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in culture? I mean, the other reason I do it is because I want to bathe in the language of the
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industry I'm in. I want to study the best. If you're not unfollowing all the ding-dongs on the
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social and then resubscribing to the people that are talking about your industry, then you're
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missing opportunities to use social as a way to teach yourself. The way I like to think about it
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is you want to use your feed to feed your mind. Number five, I think about the young me. What I
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needed earlier in my life, what are the beliefs I had, the thoughts I had, the meaning I associated
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to different circumstances earlier on, and how did I overcome them? Because those lessons learned
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are what made you who you are. It's a thing that people are going to resonate the most with,
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Too often, people don't wanna talk about the things
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And it's why you went through those circumstances.
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So use those old stories of young version of you
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If you wanna see how this flywheel plays out in my videos
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Rule number two, the content creation flywheel.
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You wanna focus on the thing that only you can do,
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especially as it pertains to your personal brand
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If you have an energy of frustration creating the content,
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He said, do what you do best and outsource the rest.
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but as fast as you can, hire somebody to record
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of your blog post so that you can just do the creation part
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You wanna take all the ideas we were talking about earlier
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and put them in different places where you can review them
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Now, this is how I wake up and I start my days.
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and I think of outlines for videos I wanna create
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or tweets I wanna write or even my book writing.
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All my time writing my books are done in the morning
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That's when I feel most aligned with the universe
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and I just pour it into my content because it feels perfect.
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Those early morning times when my brain is fresh
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and I have what I call the ability to pull vocabulary
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And this is about finding opportunities to teach
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because some of you may not have a platform yet,
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It could be offering to be on other people's stages,
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or even offering to do interviews for other people
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because then you'll be prompted to tell stories.
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So for example, I have this program called King's Club
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And I talk about success and I draw out models
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and I tell stories and I get to revisit past stories
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and use those moments to share and teach other young men
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But the big idea is that as you're buying back your time,
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If you hire somebody to post on your social media,
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just because it wasn't done exactly the way you want it done.
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But there's a big problem that so many people fall into
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Which brings us to rule number three, be 100% you.
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When I was 17, I found myself in prison and eventually released to rehab.
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The reason why is I had a lot of shame and fear and concern that if people found out,
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It turns out the first time, 10 years ago, that I ever shared that story with anybody,
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including my fiance, now my wife, did not know.
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Every person that came up to me after hearing that said, I now feel connected to you.
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that I ever went through could be the most powerful thing
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I have to help other people, which is my story.
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And I believe that if you have friends that know you,
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that who you are is the most unique thing you've got
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and allowing yourself to be that person 100% you
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A lot of the people you admire, the Joe Rogans,
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The Rock, Oprah, Lady Gaga, Post Malone, Jelly Roll,
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What you love about them is that they are 100% themselves.
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The good, the bad, the indifferent, the conflict,
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What did you go through that you struggled with
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that in that moment of trying to figure it out,
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Those stories you have, it's what makes you not only unique,
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So what I like to do is I like to combine my teaching
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What beliefs did I have about that thing that changed
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and using your unique story ends up being the glue,
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the vehicle for change in the people listening to you.
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You look like you were born into the lucky whatever club.
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They're not willing to be honest about their struggles.
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They're not willing to be honest about their setbacks
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and you're sitting there going, you don't get me.
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Authenticity means being 100% you on and off camera.
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All your quirks, like for me, heavy on the protein,
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If I watch a video of a sad situation, I usually tear up
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and I have no problems doing that on and off camera
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And if that frustrates you or you judge me for that,
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the more you will understand what makes you tick
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is you will take you with you for the rest of your life.
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and you will become better for having created that content.
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That is the coolest part that nobody talks about
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When I started, I created everything from scratch,
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and i use stencils to create so i have to stare at a blank screen because i know those formats
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work so i repurpose the things that worked in the past so that i can move faster when i create my
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content i'm working within a structure so i don't have to stare at a blank screen and like hurt my
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brain trying to come up with new creative ideas when i already know it works i just got to pull
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that forward the truth is is most people get frustrated with their content or their marketing
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before the market ever does they're like i already talked about this i'm not going to talk about it
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from this angle why not it got you a hundred thousand views last time why don't you rerun the
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play why don't you give it a different twist why don't you ask yourself what else do i know about
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this topic why don't you double click on it a lot of artists get it confused because they think
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constraints don't allow them to be creative and the truth is is those constraints those rails
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actually help them be more creative most artistic people haven't realized that they can write down
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their process for being creative there is a methodology they're following they just haven't
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audited it to see how does it work how do i get to this final book project or blog post or a reel
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or a youtube video there's actually a method behind the madness and if they took the time to
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reflect on it then they could break the pieces apart to actually get better and create these
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stencils to give them structure to create more effectively so here's the big idea a stencil
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gives you the structure to repeat an outcome just like if i had a stencil for painting a blue bird
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on a wall having that would allow me to generate a bunch of blue birds that are just beautiful and
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perfect 100 times over but if i had to sit there with a paintbrush and brush on a wall 100 blue
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birds it would take me all day long you want to make sure that you don't hate the artistic process
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by doing the same thing that you don't have to do it again create the structure the stencil
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the environment the container where you can insert your art to have the best content so this is my
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most valuable content stencil and feel free to rip it off and use it as your own this is my gift to
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you this is going to make your content go viral number one is you have to start with a clear
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problem one clear problem what is the hook what is the pain what's going to get them to stop scrolling
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number two story what's the context that you found yourself in what was the conflict that came up in
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your life and what was the climax that you went through to try to discover the solution to the
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frustration you found yourself in number three is the teach what framework did you use to come
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through this what was the quote that inspired you what are some of the metaphors that you think
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about when you reflect on that lesson learned i use this across all my videos i always start with
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a clear problem i always go to a story so i can build the glue and then i teach from that point
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of view and make sure that it's concise and clear on the story it could be a personal story which i
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love or it could also be repeating a story of somebody else's situation i call this the reporter
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frame where you're reporting on a client you're reporting on some history you're reporting on
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something you might have seen or you read in a book but you have to start with a great story
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i use this across all formats video written podcasts speeches not only my youtube videos
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but on my shorts i always start here's a problem i want to talk about here's a story and then
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here's the way i'm going to teach this so that you can get some value now that you see this
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go check it out across all my platforms from tick tock to instagram to my email newsletter it's all
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there even in this video i've used it several times to really get my point across that the way
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i've edited this video is problem story teach but none of this will work unless you stay consistent
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which brings us to rule number five make it easy here's the truth content used to be secondary
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used to be the thing i had to do not the thing i enjoyed doing i used to brag that i would sit down
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and batch 16 videos in two days and create a quarter worth of content when those shooting
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days came along i hated it it was so frustrating and the truth was it didn't produce my best work
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and because of that i didn't trust myself to show up and do what i needed to do what i've learned
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is my confidence my ability to communicate comes from repeated activity over long periods of time
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that trust that i built is when i showed up consistently and doing it once a quarter was
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not frequent enough for me to do the reps to finally get it to be easy so don't force yourself
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to do the work you hate design the machine to do it in a way that you love the truth is i've
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see it all the time when people get busy the first thing that gets dropped is the content
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they don't make it a priority then they get backed up then it's the thing they have to do and then
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it's like a chore and they don't want to do it and then the energy of the frustration comes across
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in the content it's not light it's not fun they're not enjoying themselves you can feel it and the
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energy you feel when you create is felt by the viewer the energy you feel when you write is
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felt by the reader think about how powerful that is and you're trying to rush it it doesn't work
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like that one of the core strategies that i teach and i use is called the buyback loop
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anytime i feel pain in my life around content creation as an example i go to auditing my
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calendar i look at where i've been spending my time creating content and how i'm creating that
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content and go okay if that's red how do i make it green what would need to be true so i think of
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containers is there a way that i can take the thing i have to do but change the way it's done so that
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i want to do it so for example if i need to create content people asking me questions can i do it
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while i'm on my scooter can i do it while i'm hiking can i do it while i'm working out can i
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do it while i'm driving one of my supercars it turns out you can that energy shift changed
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everything for me what i do is i audit my calendar for things i'm doing in the content production
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process i don't enjoy then i transfer it so for example a lot of the scripts and the work i do
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on my books i work with other people that fill in the blanks because i want to edit i don't want to
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author i'm a writer that speaks not a speaker that writes so i have other people that take my words
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from my videos transcribe it put it in a book format and then i edit it from there to save
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myself a ton of time with that new time i fill it up with becoming better by collecting more like i
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mentioned at the beginning by doing the work to becoming more so i have more to teach if you're
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somebody in a person's life that keeps growing they're gonna want to keep plugging in to learn
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from you because they're gonna wonder what are they up to now you know the truth is is people
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are impressed by consistency if you just show up every day for a thousand days and be consistent
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you will be impressive to other people i don't know if you know this guy kai sanati he's one of
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the top streamers he's like got millions and millions of views anyways he was on with benny
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blanco one of the music producers asking who's done the longest subathon and they found a girl
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named emily who had been live for three years straight and haven't missed they were so impressed
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by that consistency they reached out to her not only put her live on his stream and invited her
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to join them at the streamies which is the number one award for that industry and change her whole
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life your audience wants to see that you're consistent if you say you're going to publish
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every week and you miss a week you've just proven that you're not consistent if you say you're going
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to go and do q a every friday you got to show up every friday ig live every monday you got to go
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live every monday that's what i've been doing don't hear what i say watch what i do and copy
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that for yourself the truth is success is not achieved in burst a lot of people get inspired
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and they think success is achieved in burst and it's not it's in sustained effort over time a lot
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of people are scared to be consistent they're like well if i start sharing my life on instagram i'm
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always gonna have to do it and here's the deal it's not forever you can do it you can build it
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up you can set it up and then you can give it to somebody else and they can manage you can just
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live your life record your thing and have them edit the videos and publish it here's a crazy
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idea everything you see from me i do not review or approve before it goes live i just sit down
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and do my thing talk to a camera it gets edited it goes live why i know what i said there's nothing
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wrong with it i trust the people on my team i decided to make it easy so that i didn't hate
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doing it so i could do it for the rest of my life my goal is to die empty meaning everything i know
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i'm going to give it to you for free right here if you want to learn the 13 simple rules of
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of business that will make you rich click here and I'll see you on the other side.