Order of Man - How to Build a Business and Become an Entrepreneur ｜ RYAN MORAN

00:00:00.000 Building a business is something I think every man should at least look into. And I know that

00:00:04.700 not every man is cut out for the entrepreneurial life, but self-employment provides benefits that

00:00:10.720 I don't think should be overlooked. It's flexibility of schedule, pursuit of passion,

00:00:15.420 unlimited income potential. But with all that goes on into successfully running a business,

00:00:21.020 starting your own can seem like a daunting, if not impossible endeavor at times.

00:00:25.460 Now today I'm joined by my friend and serial entrepreneur, Ryan Moran. He is the founder

00:00:30.560 of capitalism.com and the author of 12 months to 1 million. We talk about choosing a winning product,

00:00:37.140 the mindset for building a business, how to stack the deck in your favor, aligning your interests

00:00:42.520 with business growth and the true purpose of money. You're a man of action. You live life to

00:00:48.720 the fullest, embrace your fears and boldly charge your own path. When life knocks you down, you get

00:00:54.120 back up one more time, every time. You are not easily deterred or defeated, rugged, resilient,

00:01:00.780 strong. This is your life. This is who you are. This is who you will become at the end of the day.

00:01:07.180 And after all is said and done, you can call yourself a man.

00:01:11.540 Gentlemen, what is going on today? My name is Ryan Mickler and I am the host and the founder of

00:01:16.060 the Order of Man podcast and movement. I want to welcome you here. We've got a very good one lined

00:01:21.600 out for you today. A lot of you guys ask about money. You're asking about businesses.

00:01:25.780 And my guest today is an expert with both. So we'll get into that shortly. If you're just joining

00:01:31.620 us for the first time, this is a movement to reclaim and restore masculinity. Now, when I started

00:01:36.240 five years ago, I got a lot of pushback. All masculinity is not on the demise. There's no attack

00:01:42.460 or battle against masculinity. And, you know, I think those are interesting terms. I'm not sure if I

00:01:47.640 would even use those terms today. But it is apparent to me that what we see in society is

00:01:52.960 a direct result of the lack of masculinity in society. It's a lack of engaged, present fathers

00:01:59.360 in the home, leaders in the community, strong business owners, just men in general. And my job

00:02:05.960 is to give you the tools, the conversations, resources, frameworks, everything that you need

00:02:10.720 to step up more fully as a man in your home and in your community and business as well.

00:02:16.940 So we've got some great conversations and podcasts, guys like Jocko Willink, David Goggins,

00:02:22.760 Grant Cardone, Andy Frisilla, Ryan Moran, who's on the podcast today. And I say every week,

00:02:28.440 the lineup of men who have joined us is absolutely phenomenal. So I hope that you subscribe. And if you

00:02:33.600 found any value from what we're doing here, please leave a rating and review goes a long way in

00:02:38.880 promoting the visibility. The other thing I wanted to announce and talk with you guys about is a

00:02:42.880 discount that I secured for our collaboration with warrior poet society. They've got a new

00:02:49.420 exclusive network and have asked order of man to produce a show that is exclusive. Again,

00:02:55.040 you're not going to find it anywhere else for their network. You can find it at order of man.com

00:03:00.180 slash WPSN. You'll get access to the order of man show as well as war poet, which is John level show.

00:03:06.860 Uh, what else? Tony sent me, not real world tactical and several other shows that are

00:03:12.580 available and exclusive to you on the warrior poet society network. So if you head to again,

00:03:17.440 order of man.com slash WPSN as in warrior poet society network, and use the code order of man,

00:03:25.840 all one word order of man. Uh, you'll get a discount on your subscription to the network.

00:03:30.680 All right, guys, that's it by way of announcements. Uh, let me get into the introduce,

00:03:34.200 the introduction. If I could say that word, uh, to my guest today. Again, his name is Ryan

00:03:38.560 Daniel Moran. Uh, he's a good friend of mine. I've known him for several years. He's a serial

00:03:43.340 entrepreneur. Uh, he's the founder of capitalism.com, which I have contributed to by the way.

00:03:48.560 Uh, he's also the author of 12 months to $1 million. Uh, he is also an investor. Uh, he owns

00:03:55.320 multiple businesses that generate millions, millions of dollars in revenue and has personally created

00:04:01.260 or help create, I should say over 100 millionaires using the strategies that he teaches. In fact,

00:04:06.820 many of his strategies and the things that I'm doing here with order of man, I learned from Ryan

00:04:11.000 and I've used them to grow, uh, order of man into what it is today. Uh, despite his tremendous success,

00:04:17.260 Ryan is extremely down to earth. He's very approachable and he's got, uh, just an unbelievable

00:04:22.400 passion for helping other people realize their own dreams through free markets and building

00:04:28.120 passionate, profitable businesses. So I hope you enjoy and more than enjoy. I hope you apply what

00:04:34.580 he teaches. Yeah, no, I appreciate it, man. It's, um, it's been really good. It's been a good ride

00:04:40.920 because I think we talked, man, we must've talked early on like five years ago, four or five years

00:04:45.600 ago. I was, I was pretty early on in, in like the first few episodes, I think. Yeah, no, you were

00:04:51.860 like watching you double down on the message, watching you continue to share when share about

00:05:00.000 things that other people weren't willing to share about. It's just, it's just been amazing to watch

00:05:03.380 it grow. Thank you, man. I appreciate that. It's been, uh, it's been a really good ride and I

00:05:07.540 appreciate our friendship. I'm actually, I've been looking forward to this conversation because as I

00:05:10.640 read the book, I was like, man, I get some like one-on-one coaching here. This is, this is actually,

00:05:16.360 this is the reason I started the podcast. A lot of people don't know this, but I started it like

00:05:20.080 very selfishly. I was like, all right, I want to have conversations with good dudes like yourself

00:05:24.840 and there's no legitimate reason for them to talk with me. So maybe I'll start a podcast and

00:05:31.760 like convince them to come talk with me. And then I'll publish it to like my mom and my sister.

00:05:36.460 And cause those were the only people that were listening. And here we are five years later and

00:05:40.200 now millions of people are listening, which is really cool, but I still get the benefit of it.

00:05:44.100 It's amazing. Congratulations, man. It's like, I I'm just, I'm so stoked for you. And also I've,

00:05:49.020 I think I said in our first interview, I so respect what you're, what you're attempting to do.

00:05:53.780 And now you're like leading the charge on it. And so it's just, I am good. Double,

00:05:58.100 doubly honored to be on again. Right on, man. What's been going on for you though?

00:06:01.840 Well, I've just made another child. Um, so I have two of those now. Two, two of them. That's good.

00:06:08.160 Yep. And I have a, so I have a, a older girl and a boy now, which is exciting. Congrats.

00:06:13.620 Thank you. And wrote the book, which was great. I'm raising my, the capitalism.com fund.

00:06:19.760 Yeah. So I, I feel like I'm just starting to hit stride as an entrepreneur and find my way.

00:06:25.160 So I feel like it's been, Oh yeah. Oh yeah. Like I've had, I've had wins and I've had losses and

00:06:30.520 I've had successes, but I feel like it's all been data gathering up until like it, at the very least,

00:06:37.500 this is like the beginning of the next chapter. Maybe, maybe it's just more appropriate to call

00:06:42.240 it that, but it feels, it feels really good. Yeah. That's cool to hear you say that. Cause

00:06:46.100 like I look at you and I'm like, Oh man, he hit his stride years and years ago. So I always had

00:06:51.320 these conversations with my wife about, you know, we experienced growth and she's like, look at all

00:06:56.120 you've done. I'm like, yeah, yeah, that's really cool. Like what's next. Right. Like that's the

00:06:59.520 attitude I have. And she's like, just stop and like, think about what you've appreciated. And I'm like,

00:07:03.880 I do appreciate it, but I want bigger. I want better. I want more. I want now I want more

00:07:09.160 income. I want to connect with more people. I want to impact more lives. And, um, I don't think

00:07:14.680 that ever goes away for like a genuine, like a true entrepreneur. I really don't. Maybe, I don't

00:07:20.180 know. Maybe you have some insight into that. I agree with you. I would add to that, that the next

00:07:25.120 chapter tends to reveal itself when you stop looking for the next thing. So there's, there's like a sense

00:07:32.420 of, um, I'm here and I want to be here. So I've initially set up the perspective that what

00:07:39.720 I want is outside of myself. And so there's now we're running around with a gap, like everywhere

00:07:46.020 we go, there's like, right. And it never really goes away that you want more, but what we really

00:07:52.880 want more of is more of here. It's like, I want more downloads. I want more subscribers.

00:07:58.940 I want more email, email readers. I want, I want more connections. I want more money.

00:08:05.300 But if we're operating from the place of all of those things are over here, then we tend

00:08:13.140 to delay them. Whereas if you recognize that you are getting more podcast subscribers and

00:08:20.600 you are getting more money and you are getting more attention and more influence, then there's

00:08:27.380 something really weird about appreciating them makes them appreciate because your podcasts are

00:08:31.880 to get better because you're not trying to hurry through them to the next one to have

00:08:35.400 another piece of content. You're having a really intentional conversation. And the, all of a sudden

00:08:40.980 you're not trying to find the whiz bang strategy to make you more money. You recognize that there's

00:08:46.120 this piece over here that's working and you can double down on it and it doubles. And so there's

00:08:52.120 like the attention, it's a really expensive use of energy to think about what's not happening

00:08:58.300 because what we think we're doing is saying, I want to be over here. But what we're really

00:09:02.860 doing is just giving energy to this big gap. Whereas if it's like, I want more of this,

00:09:10.620 I love this. I want more of this. I love how many people listen to my podcast. I love the messages

00:09:16.680 that I get from people saying I changed their lives. I love the fact that this person has been

00:09:20.360 following my podcast for two years and finally gets it. And now you have a reference point for

00:09:25.400 this person. You're speaking right to them. And that person tells 19 people about that podcast

00:09:29.900 and it starts to grow. So it's this weird, like that's interesting switcheroo in the brain.

00:09:36.000 Yeah, I get, I, that's making sense to me because I feel like if you always have,

00:09:40.580 you talked about it in the context of a gap, then in a way it's like, I'm always inadequate.

00:09:47.480 Yes. Right. Like, cause I felt that I feel, I feel confident probably in myself more than I ever

00:09:53.580 have in my entire life because I'm doing the work that, that the confidence requires. But at the same

00:09:58.460 time, like I see how much unlocked and untapped potentials there. And most of the time, like 80%

00:10:06.260 of the time it's healthy. Like, cool. I can go harder. I can go bigger. I can go better. I can do

00:10:10.480 this more professionally, like whatever. Right. It's all, it's all healthy. And then 20% of it is like,

00:10:15.280 you're not doing as much as you could be doing. You're not good enough. Look at that guy. Look

00:10:20.380 what he's got. And you don't have that. And I go into this like really dark space 20% of the time.

00:10:27.800 Yeah. What's interesting about that is that is like two sides of the same stick

00:10:31.260 because, because what you just said is I, I'm going to say it a little differently. I do the work

00:10:37.340 required to increase my capacity. It's really, it's really what you're saying is like,

00:10:42.380 my capacity is growing because I've done the work required to increase my capacity. But in the

00:10:48.660 increase of capacity, there's a knowledge that capacity is empty space. So now I, now I'm able

00:10:57.000 to see a potential gap. And if we look at, well, now I've opened up more capacity, which makes me feel

00:11:05.160 worse about myself. Then every time we make progress, we're actually making our lives worse.

00:11:11.500 So our brain starts to see, well, and I grow, it means pain. Growth means pain because I see all the

00:11:20.480 potential that I'm, I'm not. This is why I hate the quote where people say my biggest fear is dying and

00:11:30.060 seeing the person that I could have become. Hmm. That's hell. That's not, that is, that's hell

00:11:36.700 because as you grow, you will never become the person that you are capable of being because every

00:11:44.540 time you grow, there's new capacity and new relationships and new opportunities and new

00:11:49.240 chances for failure too. And so the sign of you seeing increased capacity is a reflection of your

00:11:56.900 own growth because you, you probably six years ago when you started order of man, didn't imagine

00:12:04.960 that millions of people would be affected by it. No, you could have never seen that. And now that you

00:12:10.880 can see it, you can see, well, I could be Joe Rogan. I could be this, I could, I could be this, but I'm

00:12:17.560 not yet. And so I'm going to, am I going to beat myself up over that? Or am I going to honor the fact

00:12:22.740 that a really cool thought just occurred to me that that's a possibility that has opened up for

00:12:28.100 me because of all this hard work that I've done? And that switches like everything to your happiness.

00:12:34.760 That's interesting. One of the things that I've started to do lately is really just focus on how

00:12:40.960 can I improve the present? You know, like even this podcast, even this conversation, it's like,

00:12:46.180 what little thing can I do? So I'll give you an example. In fact, we talked about it before I hit

00:12:49.940 record last week. I was using these earbuds right here. And as I was on the call, I was like,

00:12:57.420 that looks like crap. Like I got these white wires hanging out of my head. Like that looks like crap. 0.99

00:13:05.340 I need to do something about that. So I jumped on and I got some, some earbuds, which I'm using now. 0.96

00:13:10.840 And you know, you might look at that and think, okay, that's like an insignificant,

00:13:14.060 trivial difference. But as I've really tried to just improve the current moment to even the slightest

00:13:22.560 degree, like it's brought so much fulfillment and it's improved the quality and the joy and

00:13:28.760 satisfaction of every encounter that I have. Yeah. That like those little tweaks that make

00:13:33.780 the exponential curve happen. Yeah. Great. Yeah, for sure. No, it's cool, man. That's a really good,

00:13:39.920 that's actually a good way to lead it off. Cause I love the idea and the concept of, of capacity.

00:13:44.580 It's a word I actually really like capacity capability. And it is fascinating to know that

00:13:50.640 once you, whether it's, you know, in the weight room or, or a podcast or starting a business,

00:13:56.240 which you talk with a lot of people about, like, once you hit what you thought was your capacity,

00:14:01.660 it's like opens up the next level. You know what I mean? And that's really cool. You're like,

00:14:06.460 cool. I got that check. I'm capable of doing that. And the other cool thing that I really like

00:14:10.820 is not only are you unlocking your own, your own capacity and capabilities, but you realize,

00:14:17.560 and I'm learning this now is that as I improve my capabilities, I unlock portals for lack of a

00:14:24.120 better term for other people to unlock theirs. That's what I'm realizing now, which is actually

00:14:28.640 a really, really cool place to be. Yeah. That's, that's, that's influence, man.

00:14:32.500 For sure. So tell me about the premise of the book. I mean, obviously you've been a business

00:14:38.040 owner. I'm trying to wrap these things back up, but you, you've obviously been a business owner

00:14:42.220 for a long time. I've been inspired by what you're doing. I know there's plenty of other people who

00:14:46.700 have been inspired and coached by you, but tell me the premise of the book, which is 12 months to 1

00:14:50.380 million. Yeah. I wrote 12 months to 1 million basically to give the kid that wanted to be an

00:14:57.140 entrepreneur in me, the roadmap to hitting seven figures along with all the contents, context and

00:15:04.060 lessons that I had learned before, before I began my, as a result of starting this journey. So the,

00:15:10.860 the, the thesis behind the book is I've helped several hundred entrepreneurs hit seven figures

00:15:16.980 with a fairly predictable model because we break it into three stages where if you focus on just the

00:15:23.020 things that are in front of you in these four month chunks, these three, four month chunks,

00:15:28.340 then it's kind of inevitable that at the end of 12 months, you end up having a successful,

00:15:33.300 profitable business. And in a lot of cases, it's a seven figure business and the seven figure

00:15:37.200 business has real value that can be sold, that can be scaled. And you and I both interact with a lot

00:15:43.700 of, I don't call them entrepreneurs. I call them internet marketers, the people who,

00:15:48.580 people who know how to posture or have status or sell things, but they don't have businesses.

00:15:57.040 And what they don't look, if I'm being frank on that, that's actually me right now. Like I know

00:16:01.320 how to, how to present a message, how to communicate that message, how to brand very well.

00:16:07.240 And now I'm like realizing, okay, like I gotta, this has to be a real business. I have to bring

00:16:11.560 structure and other people into the, into the boat and like make this something that can work

00:16:16.700 even to some degree independently of me, just like showing up and posting on Instagram all day.

00:16:22.820 Yeah. So here is the, the catch 22 of people like you and me, we give so much on the front end.

00:16:30.660 We give so much on the content side, on the free side that we're not as exercised in how do we make

00:16:39.600 the business part of this sustainable in the sense of what product do I create that creates a

00:16:47.200 meaningful impact in someone's life in the same way that my free content, which you and I would

00:16:53.660 both do and kind of do for free. And how do we make this sustainable with a business arm to that?

00:17:00.580 And I mean, I believe the purpose of money is to fund and sustain service to one another.

00:17:06.400 So our primary question is not how do I reverse engineer the money? It is how do I reverse

00:17:12.540 engineer the direction that the person that I am targeting or speaking to, what is the journey

00:17:18.820 they're on and how do I create something that's so valuable to them that it can't help but spread

00:17:23.940 and become a million dollar business. So in your case, we're actually 75% of the way there.

00:17:28.760 Let me, let me put a pin in that and come back to this because, because the, the, the, 0.99

00:17:33.820 the three stages to a million dollar business are these four month chunks that I call the grind,

00:17:39.280 the growth and the gold. And the first four months, that first stage is the grind. That is

00:17:45.080 figuring out who your customer is, what you're going to sell them, what the journey they're on is,

00:17:51.040 what products they sell along their way, how you're going to go to market, how you're going to fund the

00:17:55.560 thing. And you are already through that. So, so, and I, and that's like 50 to 75% of the work is

00:18:03.260 making those decisions. Okay. The thing, the thing that it gives you a distinct advantage is you have

00:18:09.160 a very clear mark. You have a very clear person with a very clear journey because it's essentially

00:18:14.720 you seven years ago. It's me. That's exactly right. Yeah. So that, that's like the great hack

00:18:20.540 when you can understand that your customer is you either on a journey or at a previous journey,

00:18:27.300 then it becomes, it becomes a little bit clearer to relax into that and know how I'm going to serve

00:18:33.380 this person on their journey. And the way that I like to look at this. If I can say one thing on

00:18:37.740 that too, is like, it's, it's just so much more genuine, right? Like you see so many disingenuous

00:18:44.060 people and like, I don't feel like I have to game anything because I'm basically just talking to the 25

00:18:49.600 year old version of myself. Yes. Right. Which is like, it doesn't feel like effort. Like it doesn't

00:18:56.480 feel like I'm, I'm just like grinding through this thing. And like, I have to do this. I'm like

00:19:01.600 miserable. And I'm like, no, I just want to talk with this kid who needs me, you know, like the guy

00:19:07.220 that I would have needed seven years ago. Like you said. Yeah. I mean, if you think about it,

00:19:10.740 there's kind of the, the old adage, what would you tell your younger self? Right.

00:19:15.720 You kind of are like, you kind of get to by you serving other people who are seven years behind

00:19:23.480 you. It kind of is you sharing with your younger self. Right. Yeah. This, this is us improving the

00:19:31.240 next generation. So the, I think that the, the, the little nugget that I share in the book that would

00:19:37.960 help you at this point in your journey is I like to serve the target market that is beginning a new

00:19:46.980 journey or a new experience. So what that does is if I can get somebody at the beginning of a new

00:19:52.240 journey, then I can serve them for the life cycle of that whole journey. So an example would be one of

00:19:57.680 my first physical products brands was a, was a yoga business and it's called Zen active sports.

00:20:03.560 And we just simply ask the question, okay, what is somebody who does yoga by at the beginning of

00:20:09.220 their journey? Because if we get them at the beginning of their journey, then we can have

00:20:13.020 them through the whole life cycle of them. So I'm thinking like a mat or some sort of,

00:20:17.260 maybe like a roller or something like that, like blocks maybe. Yeah. Those, so those were three of

00:20:22.060 our first products. You just nailed them. Sure. Obvious at that point. Right. Right.

00:20:25.520 So in your case, you and I have, have both become fathers and when you become a dad, you know,

00:20:34.120 that's an entirely new journey. No doubt. So did you ever notice when you had your, when your,

00:20:39.780 your first child that all of a sudden strollers became much more interesting where it was like,

00:20:45.340 I never noticed that feature on that person's stroller. Now I have a stroller. You're, you're barking

00:20:50.740 up the wrong tree on this thing. My wife and I look, we have four kids. None of them

00:20:55.400 in our stroller now. And my wife and I are still arguing about strollers. Like she's the stroller

00:20:59.060 person. I'm like, I don't want anything to do with it. Cause we have, we, we legitimately have

00:21:03.040 three strollers. We don't even have a kid in a stroller and we have three strollers still here.

00:21:07.860 It's crazy. So don't get me started on the stroller tangent.

00:21:11.260 My apologies, but you were not a stroller customer.

00:21:15.080 Yes. But then we are, then we were, of course.

00:21:17.600 Right. Or starting a new fitness routine, right? Like you, you said, you've said it starts in the gym

00:21:22.840 when you, when you are lost starts in the gym, right? So it starts, if it starts with your body,

00:21:30.340 then you, if, if, if you believe that, and I know you do, then one of the things you might consider

00:21:37.440 as you're building the business engine behind order of man is you have the man who is buys into

00:21:45.960 your philosophy and says, what do I do now? And you say, it starts with your body. It starts in the gym.

00:21:51.300 And they say, okay, what do I do now? And you might say, join a CrossFit box, join a gym,

00:21:56.340 just lift something, dude. Right. Right. But, but now that person has started a new journey.

00:22:02.000 So what is that person now looking for at the beginning of their journey? They're looking at

00:22:07.620 what weight belt do I buy? What do I eat? What supplements do I take? How is my daily routine

00:22:14.440 going to be a little bit different? Am I journaling now? Am I buying podcasting equipment?

00:22:19.460 Am I buying something different for my wife or my partner? Am I like, what am, what am I,

00:22:25.880 how am I moving my body different? My dressing different? All of a sudden there's just like

00:22:30.620 becoming a father brought new buying decisions to you. Anyone who starts a new journey has new buying

00:22:37.920 behaviors that you can support and supply that are in complete alignment with what you are doing now.

00:22:46.360 So this isn't the exact advice I would give everyone, but for you specifically, that's looking

00:22:51.280 for the business arm of this, you've already got the person targeted perfectly. And they're on this

00:22:57.660 beautiful journey that you are pumped to support them on. And so your question becomes, how do I,

00:23:04.280 how do I develop products? And you know, my line of work is physical products, but any type of product

00:23:09.940 that would help them overcome a micro challenge on that journey to just make that journey as smooth

00:23:16.900 as possible. And it could be a pre-workout and a, and a, and a protein blend, or it could be a podcasting

00:23:25.580 equipment, or it could be whatever you believe makes their transition from the, the man that society

00:23:33.740 expects us to be versus the man we're called to be. That's the transformation that they're making.

00:23:38.800 And your job is to, you already do it with information and inspiration. How do you do it

00:23:43.020 with consumption? The thing that they're going to buy that makes that journey easier?

00:23:46.940 Yeah, this is, I mean, this makes so much, I even think about yesterday I had posted and we've done

00:23:51.460 this in some capacity. Um, but I had posted that every one of my days starts with a plan. Like you

00:23:57.740 don't start a day without a plan ever. Like every day has to have a plan. And I just put the planner

00:24:02.980 that I use and it just had some of my notes or whatever, like my own personal notes. And this is a

00:24:08.060 planner that we have available for people, but I was blown away with the reception of like,

00:24:13.240 dude, where do I get that planner? Where can I find that? I'm looking for a way to plan on my day.

00:24:16.620 I'm like, Oh, I didn't like, I didn't post this to like sell you guys on the planner. Like I just said,

00:24:20.840 just plan your day. But if you want the planner, here's where it is. Right.

00:24:25.000 That's right. So what that, what that journal does is it allows you to do the planning that you would

00:24:32.140 naturally want to do, but a little bit easier. And so this journal didn't change your life. It

00:24:37.980 just allows you to more easily become the practice version of yourself that you are practicing.

00:24:44.240 Let me, let me ask you this, Ryan, do you ever journal or plan over a hot beverage in the morning?

00:24:52.180 Uh, I don't personally know.

00:24:54.020 Okay. Do you take any supplements in the morning right before you journal?

00:24:56.760 Uh, no, I know. Okay. I'm barking up the wrong tree here.

00:25:00.800 You are. I don't, I know where you're going with it. Like, because if there's ancillary products and

00:25:06.100 things, right. Like, like here's my environment, here's the light, here's the chair that I'm sitting

00:25:11.600 in. Here's the light that's shining over my head. Here's the cup of coffee that I have. Like I get

00:25:17.380 where you're going with this. Yeah. So, I mean, like Dave Asprey would be a perfect example for

00:25:21.220 something like this. He starts bulletproof with mold-free coffee. Is that even a thing? I don't know,

00:25:26.200 but I know that there was no demand for it when he started bulletproof coffee. No one was talking

00:25:31.040 about mold-free coffee. Right. Now, how do you make the jump from mold-free coffee to that like

00:25:38.980 vibrating vibe he has that you're, that you're standing up? That's like, that's a big jump.

00:25:44.420 Yeah, for sure.

00:25:45.660 He's just, he's stacked the deck in a way to be a, a human performance company so that you buy coffee

00:25:52.920 and MCT oil and bars and you buy the vibe and you go to $15,000 biohacking retreats and

00:26:00.540 all of a sudden, all of the things that make your life as an optimized human easier are available

00:26:07.400 through bulletproof. And so I think you have a, a, a similar opportunity for the person who is

00:26:14.240 starting a new journey on the path to becoming the, not, not the man that society expects, but the man

00:26:20.760 that they're called to be and developing whatever things allow them to step into that power easier

00:26:26.420 and faster. Yeah. This is interesting because I really haven't thought about it to that degree

00:26:31.520 that you're talking about. And I think this is part of the dichotomy here is like, I do it because I

00:26:37.400 genuinely want to help and serve other people, not hot products. Right. Yes.

00:26:42.940 So, but that's a good thing. It means that when I do have products and services available,

00:26:48.820 they're legit. Like it's genuine. This is actually what I use, not what some company said they'd pay

00:26:54.980 me six figures to promote. Right. That's right. Now, let's talk about his, like a business that

00:27:00.700 advertises with you is Jocko's, uh, right. So like, so you and I both respect Jocko and it would be a

00:27:12.880 compromise of his audience if he was like, I did this so I could promote my protein powder. But then

00:27:18.780 you're like, but then you look at it, it's like, it's the cleanest protein I've ever seen. The blend

00:27:23.560 is awesome. Um, and, and they like, he's very innovative on flavor. And so he did not compromise

00:27:31.400 his audience. He went out and developed something that he believed in that would serve the person on

00:27:38.280 their journey. And as a result, that lion is doing extremely well because he had, he had a very

00:27:45.800 specific person that he was targeting with a very high quality product that served them on their

00:27:50.660 journey. That's capitalism, man. Like that, that is where alchemy happens where you've got this group

00:27:56.960 of people who want something or on this journey and you develop something for them. Now, I just want

00:28:01.840 to comment because like someone might be listening to this and not have that developed audience.

00:28:08.580 Yeah. That's what I was going to say. We need to go back a little bit and talk about this side too.

00:28:12.140 Yeah, sure. So, so I mean, I guess to back up a little, my job in writing the book was to give

00:28:18.960 an entrepreneur or an entrepreneurial minded person the playbook to building a seven figure business. It's

00:28:24.220 how to pick a winning product, build a real business and become a seven figure entrepreneur.

00:28:28.700 And it's, it's a 12 month plan. And in those early stages, that primary question is who is that target

00:28:37.060 person that we're speaking to? And before we get to that though, I want to ask something about,

00:28:42.140 cause you said real business. And I think there's an important distinction here because I get so jaded

00:28:46.780 when I hear people say like entrepreneur, I got a message the other day on Instagram and somebody's

00:28:51.580 like, would you consider yourself a dadpreneur? I'm like, I don't even know what the hell that is.

00:28:55.540 Like we're just making shit up. And the other thing I see a lot is like Ryan Mickler, CEO and 0.96

00:29:02.700 president of order of man. I'm the only employee. Like that's not some grand title, CEO and president

00:29:09.360 of order of man, but people do this cause they're trying to game it and make themselves better than

00:29:13.820 they really are. And I would say that that's probably not a real business. So, so help me with

00:29:20.520 the distinction between all this stuff that we see and like, what is a legit business?

00:29:26.580 A not fake business or not fake, a not real business, a fake business is what someone might

00:29:32.880 call a freedom business. And the reason that is, is because that is all about what do I get out of

00:29:39.220 this? I was, I was speaking with somebody, I did a podcast interview yesterday where somebody who said,

00:29:44.640 Ryan, I've got a business similar to the type type you teach and I'm stuck at around 1 million.

00:29:50.660 And what I really want out of this is I want other people to recognize this as a global brand.

00:29:56.240 And I said, what you just said is I want other people's money so that I feel validated about

00:30:02.380 myself and other people. Fuck you. You don't matter. Only the customer matters. That's why you're stuck 1.00

00:30:08.200 at 1 million. Interesting. Okay. And they did not like that. Of course, but it was the truth.

00:30:15.080 So a fake business as we're kind of calling it tongue in cheek is the one that is only focused on

00:30:21.720 what do I get out of this? There are diminishing returns to that. Now you can get whatever, like a,

00:30:29.640 a modest income, a six figure income, just thinking about yourself and what you want to sell.

00:30:35.580 But a real business, one that is scalable and sellable is the one that is primarily focused

00:30:43.000 on what you can create for someone else. Now, had you told me that at 24, 25, I would have really

00:30:50.300 hated it because I was a selfish prick too. Right. But the difference is you really become successful 0.97

00:30:57.300 when you recognize that what you get out of something is a fraction of the value that you

00:31:03.960 create for others because the purpose of money is to fund and sustain service to one another.

00:31:09.760 So if I have a specific person that I'm serving and I develop things that allow them to go on this

00:31:14.640 journey of transformation, then the money will show up to fund and sustain that. And part of that

00:31:21.000 sustenance is my salary and my profits so that I can focus more on it. So I can have R and D,

00:31:27.320 so I can develop more, so I can serve more. And so the thing we're solving for is not,

00:31:31.520 how do I go find the money and reverse engineer it back to me? It is, how do I see what it is that

00:31:37.780 I want to bring to the world? And how do I optimize for that? And money shows up in droves.

00:31:42.900 So the strange thing about this, Ryan, is that you don't have to develop a new product in order for

00:31:50.200 you to have that impact on someone. For example, I have a student who has a supplement line and it's

00:31:56.820 an immunity supplement and there's like a thousand different immunity supplements, right? There's,

00:32:00.800 there's like, there's not like a shortage of immunity supplements in the world. You can,

00:32:05.640 it doesn't matter. Like there's a bunch of them.

00:32:08.300 Especially now.

00:32:09.280 Yeah.

00:32:09.720 Yeah. Right. Cause everybody's flooding into that market.

00:32:12.060 Exactly.

00:32:12.960 But he's a truck driver and his market is truck drivers and he speaks the language of truck drivers

00:32:19.320 and he knows that truck drivers don't take care of themselves and their bodies. He knows that truck

00:32:24.400 drivers don't eat in the way that best serves them. They don't sleep in the way that serves them.

00:32:30.740 They don't, they don't even consume information in a way that ultimately serves them. He's out to

00:32:36.700 create change in his community among his people. And the first way that he is doing that is in creating

00:32:44.360 an immunity supplement that is branded and marketed to that group specifically, because that alone

00:32:50.320 would be a meaningful step along their journey. And just because it is marketed and branded to

00:32:56.500 that group specifically gives them the permission to take that step. Even though they could have done

00:33:02.800 it 10 years ago from any number of supplement companies, this brand specifically for them gives

00:33:09.900 them the permission to go on a journey for better health and better wellness. So your product doesn't

00:33:15.960 need to be different or better or special than everybody else's, but the person that you target

00:33:21.900 does. And that's where you're in a really unique position because you have that person locked down

00:33:27.580 and you could serve them any way that you want. For the person who is not in that position,

00:33:32.300 your primary question along this journey is who is the ultimate customer that I want to serve?

00:33:37.620 And in most cases, it's yourself or someone, you know, right? It's you seeing a problem that your

00:33:43.440 spouse had while they were losing weight, or it's you seven years ago, starting a new fitness routine.

00:33:51.300 So that's in like 80% of cases, the way that you answer that question, man, let me hit the pause

00:33:58.380 button really quickly. Uh, coming off of father's day weekend. I wanted to again, let you know about our

00:34:03.860 first ever legacy experience here in Maine. This is a three and a half day father son event,

00:34:10.220 all designed to help you forge deeper bonds between you and your son, uh, equip you both with the tools

00:34:16.520 and frameworks and resources that you need to thrive and build up the fortitude and resilience,

00:34:22.580 frankly, that is needed to succeed in an insane world. Uh, we're going to be doing some airsoft,

00:34:28.800 uh, jujitsu when I was hiking firesides. We're going to have some planning sessions

00:34:33.980 and some other, uh, challenging surprises that you and your son will probably be talking about

00:34:40.300 for the rest of your life. So if you have a son, a nephew, a mentee, et cetera, between the ages of

00:34:46.280 eight to 15, uh, I want to invite you to join us September 3rd through the 6th, 2020 on my property

00:34:52.780 in Maine. If you want to know more about the event, want to watch a quick video on a previous

00:34:57.400 events that we've done. Uh, you can learn more and also register at order of man.com slash main

00:35:02.520 event, order of man.com slash main event. If you're thinking about it, just do it and do it quickly,

00:35:07.560 because I think we only have five spots left at this point. Again, September 3rd through the 6th,

00:35:12.520 2020 order of man.com slash, excuse me, I said main event. It's actually order of man.com slash

00:35:18.720 legacy order of man.com slash legacy. All right, guys, go get registered after this podcast for now.

00:35:26.600 I'll get back to it with Ryan. How do you, how do you begin to like, like hone it down? I'm just

00:35:32.360 thinking about like, like you said, I'm, I'm in that more of that growth stage based on your three

00:35:36.680 tier model there. So for somebody who's like, okay, well I want to grind. Like, you know, maybe,

00:35:43.180 maybe I've got this, this company that I'm working with now and I'm potentially furloughed or going to

00:35:48.320 be laid off or my job's going to go away altogether. And I can see that this presents an opportunity for me

00:35:54.080 to start my own business, but the opportunities are limitless. And I think most people acknowledge

00:35:59.900 that. And because they have so many choices, it's like, they don't have any choices because

00:36:04.100 they're just paralyzed by what to choose from. It's the classic question of what do I sell?

00:36:10.240 Exactly. That's, that's the, that's the question that someone asks and forgive me for repeating

00:36:15.080 myself. I'll give some context to make it more interesting. Two steps of business, find out what

00:36:20.280 people want and sell it to them. Most people, fake entrepreneurs, internet marketers, they skip step

00:36:27.620 one and they just go straight to step two, which is tell me what to sell and I'll sell it or find

00:36:33.800 something to sell and sell it with no care or thought about who the overall person is. Step one to all of

00:36:43.660 this, even before identifying what you sell is who do I want to serve? Who is the, who is the person

00:36:51.320 that I am focused on serving for a very long time? So for me, that's entrepreneurs. So for me,

00:36:58.980 that's people who are going on the new journey of starting a business and, and starting to develop

00:37:04.500 freedom and autonomy and creation and service. And so when you think about the who behind that,

00:37:10.880 it becomes very easy to identify what that person buys at the beginning of their journey. We did it

00:37:15.940 with yoga in like nine seconds, right? Very good. And we can do it with CrossFit, the same thing,

00:37:20.380 right? Straps, a weightlifting belt, sometimes weights, sometimes an in-home gym, like certain

00:37:25.400 foods, certain supplements, a pre-workout. Like that was eight seconds and seven products, right?

00:37:31.740 You know who I'm thinking of right off the bat as you talk about this? I don't, are you,

00:37:35.000 do you hunt at all? I don't. Okay. So there's this, there's an archer. I've been, uh,

00:37:40.440 shooting archery now and, and, and bow hunting for a couple of years. And there's a guy's name

00:37:44.560 is John Dudley and he, he's a, he's a coach. He's an archery coach, but he's done just a

00:37:50.920 masterful job at this. He shares his ideas and how to get his bow ready and what poundage to use

00:37:55.480 and what arrows and everything else. But the thing that he's done such a phenomenal job at is now he

00:38:01.240 has his own, uh, branded line of bows. Beautiful.

00:38:05.360 He has his own arrow, uh, fletchings and knocks and wraps for arrows. Like he's done just a

00:38:13.200 phenomenal job about making everything of his process, his, that people who want to learn how

00:38:20.440 to hunt and want to build their own bows, all they have to do is go buy this and this and this and this

00:38:25.700 and he's got it all lined out there for him. And then he's got the educational instructions and

00:38:31.160 series to back up how to use all that stuff. That's, that's, he nailed it. It's a great example.

00:38:35.840 So he has now made it easier for someone to make the transition or the transformation that they wanted

00:38:40.620 to make by learning a new skill. He's given them the education, natural demand becomes, well,

00:38:46.560 now I need to buy this from someone and you're naturally going to buy from the person who has served

00:38:50.800 you previously. Right. It convinced you to start this journey. Yeah. I would be curious. I'd be,

00:38:58.660 I'd be curious on anyone who is watching this on YouTube or listening. If Ryan had a product line

00:39:06.940 that served you at the beginning of your experience of becoming the man that you want to be,

00:39:12.640 how many of you would prefer Ryan's products over someone that you had never followed or a brand or a,

00:39:18.880 or just a brand list company. I'd be, I'd be curious for you to give Ryan that feedback.

00:39:23.900 Yeah. That's interesting. Cause I, I think you're, I think we already know the answer,

00:39:27.540 right? Of course. I mean, the, the, the reason they're listening to this podcast at the risk of

00:39:32.520 sounding arrogant is because they like what me and my guests have to say. Yeah. So like naturally they

00:39:37.740 would, they would appreciate, and it's just more genuine. It's more authentic. It's, it's, again,

00:39:42.060 it's not me hawking a product. It's, Hey, here's what I do. And here's the tools that I use.

00:39:46.760 And I have them available for you if you want them. Yes, that, that, that's exactly right. And

00:39:50.960 the beauty of this is you wouldn't necessarily have to create something brand new. You could,

00:39:57.600 like, if you really believed in this journal, for example, and you developed your own,

00:40:05.540 people would prefer people who followed you would prefer yours over other people's. Right. And so you

00:40:11.200 don't necessarily need to invent or create something brand new. It can be almost the same

00:40:17.260 thing that is available elsewhere, but you're doing it in a way that communicates to a specific

00:40:21.620 group of people, which gives them the permission and the trust to start the same journey that you're

00:40:27.720 advocating. Well, and that's what we've done with our, it's a call, it's called a 12 week battle

00:40:31.740 planner, but that's, that's what we've done. I've taken ideas and systems and processes and other

00:40:36.920 journals and planners that I've personally used over the past decade and just got rid of this,

00:40:43.240 added this, tweak that, change that, used our nomenclature and our wording based on the

00:40:47.480 conversations I have and how I communicate and just compiled it into one thing. It's not new

00:40:51.700 information. It's just, this is perfect for the way that I communicate and the way that I work.

00:40:56.940 And here you go. And man, that thing has just done so well. So it's a testament to exactly what

00:41:00.680 you're saying. Yeah. And another example that comes to mind for me is a Drew Canole.

00:41:04.540 A Drew Canole. Oh yeah. He used to teach people how to make smoothies.

00:41:09.000 Right. Right. What does he do? The greens? What is it? What's the name of his company?

00:41:13.340 So after struggling for years, trying to make his video business take off, he just decided,

00:41:19.600 well, if I can't get people to make smoothies, then I'll just make it really easy for them to

00:41:24.440 throw something in water, shake it up and drink it. And he made this product called Organifi.

00:41:28.720 Organifi. That's what it is. Organifi is a, it does tens of millions of dollars a year now.

00:41:34.140 Because he stopped trying to convince someone to go on their journey. And he simply said,

00:41:40.880 let me help you on this journey. Let me develop something that makes this really easy for you to

00:41:46.040 begin this. Let me do, let me give you that, that gateway product that allows you to start making

00:41:53.580 other changes in your life. And that's what Bulletproof Coffee did. It's what Organifi did.

00:41:58.820 It's what this example that you brought up in archery did. And that, that is what is possible

00:42:05.460 in today's world. Even, even if you are not inventing something new.

00:42:08.540 So is, is the best thing then, okay, again, I'm going to, I'm going to rewind to that first stage

00:42:14.720 of like when I was in that first stage, because I think most people who are listening are probably

00:42:18.100 right there. Would you agree with that? Right. I would. Yeah. So is the idea then to, okay,

00:42:23.780 so now you have, who do I want to serve? Which if I'm understanding you correctly is basically

00:42:28.580 yourself 10 years ago or whatever, whatever the time horizon is. Right. And then is it to look at what

00:42:34.240 you're currently using and say, okay, well, how can I make that thing mine? Like, what am I currently

00:42:38.720 using in my life? Well, I use this planner. Um, I use this microphone. I, I, here's the computer

00:42:45.300 setup I have. Here's what my desk looks like. Here's the furniture in my office or whatever.

00:42:49.480 Right. So identify what you use and then just find it a way to make it available for people.

00:42:53.620 Very close. Let me back up with one step. Keep this in mind. The book is called 12 months to 1

00:43:00.560 million. Let's talk about the million. A million dollars is simply this four products that sell

00:43:07.300 25 sales a day at $30 average price point is a million dollar business. Yeah. Cause you talk

00:43:14.420 about 25 sales per day in the book. You go into depth on that one. So if all we have to solve for

00:43:21.480 from a financial standpoint is our four products, getting them to 25 sales a day and having a $30

00:43:27.820 average price point, that's a million dollar business. Interesting. Yeah. It doesn't sound

00:43:32.040 so daunting. Correct. Yeah. So how do we solve for the first part, the four products? Well,

00:43:38.860 we do that by choosing one specific person who's on a journey. So we've done this with several examples

00:43:44.360 by now. What are those four products that they buy at the beginning of a journey? And then I like to ask,

00:43:50.480 okay, what's the, what's the one that we either feel excited about, or that would be the natural

00:43:55.860 first thing for that person to purchase. That's going to be our first product. And that first

00:44:00.720 chunk, that first stage, the only, our only goal is to sell one product. So the question becomes,

00:44:06.600 okay, how do we get this made? How do we bring this to market? How do we fund it? How do I take

00:44:11.520 my prototype and make it for sale? And we can talk about that as much as you'd like. The second stage,

00:44:17.320 once we know what that overall product business roadmap is going to be, is how do I get this to 25 sales a

00:44:23.660 day? Right. And if we're confident knowing that we're going to get there to 25 sales a day,

00:44:28.040 then we can be confident early in the process knowing, okay, I can take the risk and place the

00:44:33.120 order for this inventory. I can take the risk in starting a business because I know I have a roadmap

00:44:37.720 to getting to 25 sales a day. Right. How do we get to 25 sales a day? Well, this period, these,

00:44:43.380 this four months is kind of like laying the road. It's like building the highway so that we can add

00:44:49.060 more products to it faster and smoother moving forward. You know, uh, Elon Musk sells more of

00:44:57.980 cyber truck than he does of the model, the model S because the road's already been paved, right?

00:45:06.580 He's already got the customer base. He has the exposure. He is. So this stage, this next four

00:45:11.500 months is about laying the framework, laying the road so we can release more products. And we've got

00:45:16.420 to do it with one first. And it is, it is about killing every customer with kindness. It is about 0.99

00:45:23.480 screenshotting every review and responding publicly. It is about documenting the whole journey like you

00:45:29.080 have been doing and explaining the decisions that you made about each situation so that there's

00:45:34.580 a customer base that buys into your overall philosophies. It's about saying yes to every

00:45:40.100 opportunity and repeating that process going all in on your customers until you're at 25 sales a day.

00:45:47.340 And it takes about four months. And that's the grind that you're talking about.

00:45:49.680 That's that second stage where the grind, we've taken one sale and in growth, we're taking that and

00:45:54.980 growing it to 25 sales a day. And then that third stage, we now have the road built. And so our job

00:46:02.300 becomes repeating that process over products two, three, and four. And it happens a lot faster now

00:46:07.680 because we have a customer base. We have some exposure. We have some cash flow. We have some

00:46:12.700 experiences. We have some repeat customers. We have customers telling other people about the brand

00:46:17.800 and the business. And so when we've got, when we finished the 12 months, the goal is to have those

00:46:22.660 four products doing 25 sales a day at $30, which is a million dollar business. That's the total roadmap

00:46:28.420 in 12 months. It's a nice way to break it down because like to me, I hear 25 sales. That doesn't

00:46:34.220 sound daunting to me. You know, we probably are that close. Our price point is probably lower

00:46:39.940 because we're probably that close with merchandise, which is lower, you know, like $20 hats and

00:46:44.000 things like that. But for somebody who has never sold anything before, that would sound really

00:46:51.020 daunting. But if you give them that, and you've done a great job in the book, like laid it out

00:46:54.780 exactly like, here's how you do it. Here's the system. Here's the process. Here's the roadmap.

00:46:59.500 I was thinking about that the other day. Cause, um, I was talking with one of my kids about when

00:47:04.240 we moved from Utah to Maine, it was like four days of driving time and we hit all the highways,

00:47:10.020 right? A hundred years ago, that would have taken months to get from Utah to Maine, right?

00:47:16.380 Or years. Yeah. Or 40 years. You know, there's people that are spending generations walking around,

00:47:21.760 wandering around in the desert to get to where someplace they want to go. Um, but since the

00:47:27.980 infrastructure is already built, it's like that much easier. So the question is, what is the

00:47:31.820 infrastructure? Is it like, is it social media profiles? Is it building up an email newsletter?

00:47:37.740 What are some things that you would suggest as the infrastructure? And maybe even some things that

00:47:41.260 you'd say, yeah, probably like wait on that. Like that's not going to produce that big of a return

00:47:46.720 for you. Initially, it might be something down the road. Yeah. Great question. So when you started

00:47:51.580 order of man, you probably didn't have a hundred thousand people who downloaded the first podcast.

00:47:56.720 No, it took, it took years of acquiring new followers and credibility and people talking

00:48:04.380 about you to develop the asset, which was the subscriber feed and then the email list and the

00:48:10.820 credibility and the social media exposure. And now when you do a podcast, you can, you can share it on

00:48:16.920 Instagram, put it on YouTube and your 130 some thousand subscribers get a notification about it. And so now

00:48:24.020 it's a lot easier to get that exposure. Same is true with when you're bringing a product to market,

00:48:28.800 because at the beginning you have no customer base, you have no clout, you have no exposure.

00:48:34.260 So how do you build that? We'll build that. What we're going for is first a customer base. And how do

00:48:40.760 we do that? We have to earn trust. We earn trust by being active in the community. I like to hack this with,

00:48:47.640 with looking at our ideal customer and then making a list of 10 people that we know personally

00:48:55.900 that reflect that target market. So even if you've just got 10 of your homies that look like your ideal 0.99

00:49:05.820 customer and they have 500 followers on Instagram between the 10 of them, that's 5,000 people who are

00:49:14.140 now seeing the exposure of that business. That's enough to get the ball rolling. From that point, we have a

00:49:22.420 little bit of momentum. Even if it's like a sale a day, two sales a week, we now can take our product and reach

00:49:30.620 out to people with a little bit more influence. The person who has a YouTube channel of 5,000 subscribers and

00:49:37.800 sending our product to them with a handwritten note about how their content impacted your life.

00:49:44.140 And you may only even get in contact with one out of 10 of them, but you keep pounding that for the

00:49:50.400 exposure. Every time a customer, even the five a week now who are reaching out to you, every time

00:49:57.620 they reach out or leave a review, you are active in that community. You are replying to those comments.

00:50:03.100 You are screenshotting the feedback. You are responding to them publicly, which starts to build

00:50:07.500 up more and more momentum. They then start to leave reviews, which builds up its own momentum on a

00:50:13.580 channel like Amazon. And so you're starting to build relationships, which is one asset. You have

00:50:19.020 the social media or advertising stream that is starting to build up an asset. And you have your

00:50:24.780 positioning on a place like Amazon, that's its own asset. The one thing that I add to this is using

00:50:30.080 some form of pay-per-click advertising, just so that you are in the game of showing up in front of your

00:50:35.180 ideal customer who's actively hunting for what it is that you're providing. That all together,

00:50:41.640 done consistently over about three months, paves the way for 25 sales a day. It happens very

00:50:48.620 predictably, but at the beginning, it feels like you're getting nowhere. And then all of a sudden,

00:50:54.500 the momentum starts to kick in and you easily glide into that 25 sales a day.

00:51:00.260 Interesting. So how do you recommend with funding? Because I know that's a big thing that you address.

00:51:05.720 And I know it's something that people are always concerned with. Funding with a business like this

00:51:10.140 is relatively easy. I can fund it myself just because of other successes I've had in the financial

00:51:17.160 industry and other things like that. But I realize not everybody's in that same boat. How do you begin?

00:51:21.780 Do you get outside funding? Do you just bootstrap to the best of your ability? What is it that you do to

00:51:27.140 get that funding? Yeah. So there's a couple of ways to do this. Number one, know that I started

00:51:33.720 my first business with about $600. I took that $600 investment, built a eight figure company and

00:51:41.640 sold it for eight figures in cash. So it doesn't take much. So being okay with bootstrapping it and doing

00:51:51.200 it messy and dirty and ugly, that's step one. It doesn't take that much. Be okay with it being

00:51:58.320 imperfect. You can bootstrap it and figure it out. Number two, if you decide that you need more capital,

00:52:06.440 there's two ways to do that. Number one, go get a prototype because that makes everything easier.

00:52:13.160 Even if that prototype is a rendered Photoshop image of what your product is going to look like.

00:52:18.780 You now have shown that you've made decisions about the direction that you're going and you can do one

00:52:23.880 of two things. You can pre-sell it through something like Kickstarter or to an audience,

00:52:30.860 or you can partner like my buddy, Aubrey Marcus created a partnership with Joe Rogan,

00:52:36.860 brought AlphaBrain to market. Aubrey didn't have any clout or any exposure. He just developed the

00:52:42.120 product that Joe wanted. Joe pre-sold it all to his audience and that funded the development of Onnit.

00:52:48.080 So it's easy. You just partner up with Joe Rogan and you make a million dollars. You needed a whole

00:52:53.740 book to tell me that? Well, listen to this. One of my mentors, Brian Lee,

00:53:00.260 Brian was the founder of LegalZoom. He was also the founder of The Honest Company and he was the

00:53:06.860 founder of Art of Sport with the late Kobe Bryant. He's also the principal investor behind Honey,

00:53:12.240 the app. So he has like three or $4 billion companies on his resume and he's like 45. He's

00:53:18.560 crazy. His primary strategy is I partner with the person who already has the influence and we develop 0.89

00:53:27.460 the product line specifically for the people that they touch. And so he doesn't have to worry about

00:53:34.440 that initial grind period because that person already has the audience and the influence.

00:53:41.160 Right.

00:53:41.600 So that is one way to pre-sell them or you can do the-

00:53:46.340 On that one though, how do you develop a partnership with somebody who has value to add?

00:53:54.480 Like we'll just use Joe Rogan as an example. Okay. So Joe Rogan obviously has the value to add.

00:53:59.620 And Aubrey reaches out to Joe. He's like, okay, I don't like what value does Aubrey offer that Joe

00:54:05.620 doesn't already have? I think that's where people get hung up in the collaboration efforts. Like what

00:54:09.560 can I possibly give to this individual? So, I mean, first of all, to be fair, Joe, this is 10 years

00:54:16.760 ago. So-

00:54:18.300 Yeah, true. Yeah. Good point. Good point.

00:54:20.260 It's Joe 10 years ago, not Joe today.

00:54:23.040 Not Joe today. Yeah, that's a good point. That's valid.

00:54:24.960 Oh, that's one thing to note. The second thing is Aubrey was spending, he was the number one

00:54:30.120 advertiser on the Joe Rogan podcast in an unrelated business. And he did that strategically to open up

00:54:38.100 relationships. Ryan, I run a yearly event called the Capitalism Conference and I book the people.

00:54:44.340 I pay their speaking fees like everybody else. I book people that I want to develop relationships

00:54:49.900 with.

00:54:51.020 Yeah. I mean, it makes sense to do that.

00:54:52.120 I pay them and they show up. Now, of course, not everybody has that capital. Not everybody has

00:54:57.560 the money to make things happen faster. But in a meeting with Aubrey and Joe, Aubrey asked the

00:55:02.600 question, Joe, what are you really into right now? And Joe said, I'm really into nootropics. And Aubrey

00:55:09.580 said, I don't know what that is, but I'm going to go develop the best one in the world.

00:55:13.540 So what he developed was something that was enticing and exciting to the person that they were

00:55:19.840 targeting. And he found the ideal influencer to partner up with and he gave them equity in the

00:55:24.720 company. Right. So that's one way. And that's a glorified way of doing it. There's another way to

00:55:30.720 fund the whole thing. And that's to bring on a partner who is a capital partner. And if you do

00:55:36.120 that, here's how you do that. You do that first having the prototype because ideas don't get funded.

00:55:42.060 momentum gets funded. So if you have this thing that you are bringing to market, again, even if

00:55:47.880 it's a 3D rendered Photoshop version of what it is that you're going to bring, you have shown that

00:55:52.840 you've made those decisions that we talk about in the grind. We've identified who the customer is,

00:55:57.800 how we're going to bring it to market, what the product is going to be. And we have a little bit

00:56:01.040 of a product roadmap of what that's going to look like. And if you know, and you can confidently say

00:56:06.660 that these four products are going to hit 25 sales a day, and I'm confident that I can hit a

00:56:10.320 million dollar business, then it makes absolute sense for someone with capital to put up the

00:56:16.020 five, 10, 25 grand that it will take in order to fund the development of that business.

00:56:23.500 I just started raising a fund called the capitalism.com fund, which does exactly this.

00:56:29.720 It's funding our students that have that product roadmap and need capital in order to take it to

00:56:37.620 seven figures because I totally believe in this stuff. It would make ab, it would, in fact,

00:56:41.940 I did this with a student. Her name is Hanny. She, she was, uh, she was traveling in Southeast Asia

00:56:46.980 and her, her backpack kept breaking. So she went out and developed a product, a backpack that was made

00:56:53.600 specifically for travelers. So it was like a little bit stretchy. You'd throw in your laptop and it

00:56:58.000 wouldn't burst. It had like special zips for the, where your passport goes. And, and I gave her,

00:57:04.460 I invested $85,000 in her business. And that was three years ago. A few months ago, she sold it

00:57:11.600 for a seven figure payday. It was a great return for me. She's now a millionaire, right? It was an

00:57:16.660 obvious win for me because she developed a great product, had a clear product roadmap for a specific

00:57:21.460 person. It was irresistible for me to invest in. And 85,000 was probably overkill. The reason why,

00:57:27.680 why I, it was 85,000 instead of 5,000 is because she was already making sales. She was already, 1.00

00:57:33.540 she was already in, in, you know, selling tens of thousands of dollars a product per month. 1.00

00:57:38.400 But at the beginning, when your valuation is really low, it's kind of a no brainer for someone,

00:57:43.220 you know, to invest 15 grand into the thing that's about to be a million dollar business 12 months from

00:57:48.560 now. And the way that I have found the best way to present yourself to investors is to make a list

00:57:54.820 of people that have had a positive influence on you that you want to get to know more. And these are

00:58:00.080 people who would take a phone call if you scheduled with them. Okay. The person at your church that

00:58:04.440 drives the nice car is the client that you have a good rapport with, that you're curious to work

00:58:09.380 with more. It's the old business partner that you wish had, you had kept working with. It's the,

00:58:14.300 it's the friend who's doing well and you write them a note and you tell them how they have influenced

00:58:19.520 your life. And when you book a meeting with them to catch up with them or to talk about where your

00:58:24.880 lives have, have taken you and you tell them, actually, I'm, I'm looking for opportunities

00:58:29.680 right now and I'm starting this new business and here's the decisions that I've decided to make.

00:58:33.580 And I'd like to know, like right now I'm kind of looking for investors. How would you go about

00:58:37.520 finding investors for a new venture, like something like this? And they will either offer them

00:58:42.660 themselves or they will know someone who wants you to somebody. That's it. So that's how you fund the

00:58:48.300 thing. You can either bootstrap it because it doesn't take a whole lot to do this. You can pre-sell

00:58:53.840 them. You can partner with someone or you can bring on a capital investor.

00:58:58.640 On your, um, on your capitalism.com fund, who is it that is qualifying where that money gets

00:59:06.760 invested? Is that you or do you have a team that does that? Who's, who's actually doing that?

00:59:10.720 Yeah, it's, it's myself curating them and my partner, Sam, and we're looking at the financials

00:59:17.400 of these companies and deciding whether or not they have the upside to warrant us investing our own

00:59:23.160 money and those who have entrusted us with, with their money. Right. So it's, it's our own eyes.

00:59:27.900 We, we, we give preference to businesses that have crossed a million dollars in sales. We've

00:59:32.360 actually shown that they're going to go through this whole process. And then we give preference

00:59:37.320 to those who have crossed that threshold and now need the capital to go from one to 10.

00:59:42.220 Right. Yeah. That's cool. I was just curious if there's like specific things that you're looking

00:59:45.760 for, cause that would be valuable information for people who are listening is like, okay,

00:59:49.620 we're looking for X, Y, and Z. And then you need to ensure that you have X, Y, and Z in place.

00:59:53.980 If you're looking for that type of funding. Yeah. So, I mean, so we're, we're looking for

00:59:57.220 businesses that have, it are at least have the million in sight. We're looking for businesses

01:00:03.460 that are in big markets. It's like one of the deals we're going is in the coffee market. It's a

01:00:08.540 great product. It's a company called a primal coffee creamer. We'll, I love it. It's basically,

01:00:13.700 basically keto coffee creamer without the nasty keto positioning. Like, cause everything's keto

01:00:20.440 now. It's like keto air, keto water. It's just really good coffee creamer that happens to serve

01:00:26.500 that crowd. And so big markets cross the million and ultimately we're betting on the entrepreneur

01:00:32.880 having a big vision to serve a specific person along their journey. And that requires a specific

01:00:39.780 type of entrepreneur. It requires an entrepreneur who is thinking about bringing something innovative

01:00:44.160 to the marketplace versus the entrepreneur who's thinking about how much money can I make out of

01:00:48.680 this? Right. And so when that person shows up and they meet the other criteria, that's the person

01:00:53.100 that we want to back. Interesting. So where does this then third component come into play? Gold. Is

01:00:58.640 that, are you talking solely about a buyout? I mean, that's obviously an option or do you sustain

01:01:04.760 this business forever? Like, is there a strategy that's better than another? I mean, the, the goal

01:01:11.480 that, that third stage of the 12 months to 1 million process is about getting to that million

01:01:17.480 dollar run rate. It's about getting that, those four products to sell 25 a day so that you're doing

01:01:22.980 a hundred thousand dollars a month in sales or a million dollars a year in sales. That's enough for

01:01:27.980 you to be full-time as an entrepreneur. And in my experience, we didn't pay ourselves until we were

01:01:33.920 paying, we were pacing that. And so for us, when we started this, the business that I document in

01:01:39.100 the book, we paid ourselves a salary only when we were pacing a million dollars and that allowed

01:01:44.780 my partner to quit his job. He was now a full-time entrepreneur. And now we're in a position of

01:01:49.780 powerful choice of where do we take this business? Where do we take this brand? Where do I want to

01:01:54.040 take my career as an entrepreneur? What's my vision for this brand? You've now liberated that person to

01:01:59.020 make the next group of hard decisions of what am I going to do next? Which is a journey all in

01:02:03.920 its own. Yeah, that's cool. I like the practical approach because I mean, I get this question all

01:02:09.020 the time. It's like, Hey man, I want to do something that you're doing. Like, how do you get started?

01:02:12.520 And honestly, like the best answer I have for it is you just get started. You just do it. You just

01:02:19.120 start talking about something you like, and then people will tell you what they want to buy. And then

01:02:22.720 you make that available. And like, that's the best advice that I have, which I wish it was something

01:02:27.140 better. But as I was going through the book, it's like, this is the advice, like do this. This is way better

01:02:32.360 than any advice that I could give you. Mine's just like, just go do it and figure it out. Cause

01:02:36.220 that's what I did. But this is way better as a strategy goes. Thank you. I'm glad you enjoyed

01:02:40.920 it, Ryan. No, I know the guys that are listening are going to be intrigued by it. And look, if you're

01:02:46.260 planning on starting a business, whether it's now or sometime down the road, or you've ever even just

01:02:50.960 thought about like, Oh, what would that look like? Then this is a powerful way to do it. I mean,

01:02:54.580 it's, I've implemented a lot of this stuff just kind of unknowingly. But now that I go through

01:03:00.460 the book and the process, I'm like, Oh, okay. That's the next step. Or that's why that didn't

01:03:05.160 work. Or that's why that did work. And so it's been very enlightening for me.

01:03:08.660 Well, I can tell you, Ryan, you are, you are sitting on a multimillion dollar business.

01:03:13.660 If, if you decide that that's the route that you want to take. And if I can be a resource for you,

01:03:18.040 I'd consider it a privilege. I appreciate it, Matt. Yeah. I'll tell you this, frankly,

01:03:21.920 and I want everybody to know this, the concern that I have with that is I'm trying to,

01:03:27.620 to, to toe the line. And I know it's a, it's a, it's a small line between like really going in on

01:03:36.320 the business component of it versus using the business as an opportunity for me to be more

01:03:43.620 engaged in my, with my family, you know, and I know you're a family man. And so I'm all, I I'd be

01:03:48.640 curious about that line of like, at what point does it become so overwhelming and so consuming that

01:03:54.740 although exciting and profitable and fulfilling, it detracts from your other objectives and goals,

01:04:01.940 which in my case is as, as much emphasis in time with my wife and kids, especially while they're

01:04:08.700 young and at home. So the way that happens is when you have conflicting focuses or conflicting values.

01:04:16.300 So here's how we fix that for you specifically. You said going all in on the business, let me flip this.

01:04:24.740 Go all in on your audience, go all in on the man that you are serving. If you go all in on the man

01:04:32.940 that you're serving, then the next logical question is what does he need most right now?

01:04:38.740 How can I make this easier for him? How can I make this better for him? What's he, what should he be

01:04:46.360 consuming, buying, reading? What should he be doing that he's not doing right now? Because he aligns

01:04:54.620 with me, but I'm not giving him the opportunity to purchase X. Right. And when you think about it

01:05:00.900 like that, you realize it's the same person. It's the same journey. It's the same transformation.

01:05:08.560 Now you're just creating a different way and a better and easier way for them to go on that journey

01:05:14.860 that you're already encouraging them to do. They will thank you. They will share it voluntarily.

01:05:21.260 And as a result, as the momentum picks up, you simply bring on somebody whose job it is,

01:05:26.620 is to operate that, to free you up, to continue to be the visionary and the one who charges by spending

01:05:33.440 time with his family, which allows you to be liberated, to bring more ideas to your operating

01:05:39.200 partner who is building that as a business. That is the, that shift is the only thing you need right

01:05:45.560 now. It's not going all in on your business or going all in on your family because the question

01:05:51.680 is you're going all in on your mission and your mission is to empower men and it's to be with your

01:05:58.200 family. Right. And one of the ways you do that is by creating products and marketing systems that

01:06:04.940 allow you to serve more men without taking you away from the thing that charges you up.

01:06:10.860 Right. Right. I think we're going to have to talk more about that for sure.

01:06:14.340 I'd love to.

01:06:15.300 Right on, man. Well, let me ask you a couple of questions as we close things out today. The first

01:06:18.900 one, I didn't even tell you this because we just got right into the conversation, but the question is,

01:06:23.140 what does it mean to be a man?

01:06:24.200 A man is, I run capitalism.com. I'm not afraid to be political, but the, but yeah, get, get after it.

01:06:36.900 Oh, I know. But, but to, to me being a man is someone who is taking responsibility for the impact

01:06:45.660 and the change that he wants to bring to his community. And when you want to create change,

01:06:51.800 it always starts with you. It always starts with the individual.

01:06:57.480 I like it, man. It's powerful. All right, brother. Well, how do we get a copy of the book?

01:07:00.420 How do we connect with you? Learn more about what you're up to.

01:07:02.760 You can either go to capitalism.com slash book, or you can find it on Amazon. I would say go to

01:07:08.060 Barnes and Noble, but no one can do that right now. So you can just get, grab it on Amazon or

01:07:12.980 capitalism.com slash book. My business, my company is capitalism.com. That's the name of my podcast.

01:07:18.540 And that's where I share my most content as well. Right on. Thanks, Ryan. I appreciate you coming

01:07:22.840 on, man. I know we've, we've had a friendship over the past several years and it's been invaluable

01:07:26.260 to me. I mean, not only because of the business stuff, but just because of who you are, how you

01:07:30.360 show up, how you influence and lead. Uh, that's inspiring to me. So I appreciate you taking some

01:07:34.200 time today, man. Dude, it's, it's, it's an honor looking at what you've done over the last several

01:07:38.280 years has been inspiring to me. So it's a, it's a privilege to, to be with, to be with the guys

01:07:43.320 here. Thanks, brother. Thanks, Ryan. Gentlemen, there you go. My conversation with the one and

01:07:49.360 only Ryan Moran. I hope you enjoyed it. I hope you're going to apply some of this information.

01:07:53.620 I know that there's tens of thousands of you who are listening right now, uh, who are interested in

01:07:59.260 starting a business, or maybe you already have, you don't quite know where to take it. Uh, this

01:08:03.940 would be a valuable, valuable resource. Again, Ryan's book, 12 months to 1 million. The subtitle,

01:08:09.040 just so you know, is how to pick a winning product, build a real business and become a

01:08:13.540 seven figure entrepreneur. So, uh, check it out. I think you're going to find some information in

01:08:18.920 there. I think you're going to be apply, be able to apply this information. Uh, and it's going to

01:08:23.180 help you build that profitable, passionate business that you either have a desire to build

01:08:27.980 or are currently in the process of building. Also connect with me and Ryan on the socials.

01:08:33.340 Let us know what you thought about the conversation and what you're going to be implementing and how

01:08:36.560 you're going to improve your life because of it. It's always valuable feedback for us.

01:08:39.860 Hit Ryan up, shoot him a message, let him know where you heard about him. Uh, and, uh, keep

01:08:44.320 spreading the good word. And this is the good word guys. We need to put the, uh, the mission

01:08:48.900 of reclaiming and restoring masculinity out to the masses. Uh, we continue to do that. It continues

01:08:53.800 to grow, but we can do better. And I ask that you share, it's all just share, leave a rating

01:08:59.680 review, share it, text this episode or another episode that you've really enjoyed to somebody,

01:09:04.040 uh, and let them experience what, uh, hopefully you have gotten value from. All right, guys,

01:09:09.780 we'll be back tomorrow for our ask me anything. And then of course, uh, another couple of times

01:09:14.420 throughout the week, go out there guys, take action and become the man you are meant to be.

01:09:19.020 Thank you for listening to the order of man podcast. You're ready to take charge of your life

01:09:23.660 and be more of the man you were meant to be. We invite you to join the order at order of man.com.

01:09:34.040 I'm going to say,

01:09:43.520 I'm going to ask you to join the order of man.

01:09:48.820 And then you're going to ask me.

Order of Man - June 23, 2020

How to Build a Business and Become an Entrepreneur ｜ RYAN MORAN

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