REAL AF with Andy Frisella - 485. Part 2 - The Process Of Building An Empire Ft. Alex Hormozi

00:00:00.000 all right guys welcome back to part two i want to give a tactical tip yeah so when i you know

00:00:22.800 join these networking groups and stuff early on like that gym owner group things like that

00:00:26.200 um this is how you can employ that like in the real world what i did was i reached out to every

00:00:32.800 single person that was in the network and what i did was i pretended they were a client of mine

00:00:37.980 and i had certain skills like for me at the time when i was starting out the only thing i knew how

00:00:42.040 to do was write sales scripts build sales processes so i offered every single person to go review all

00:00:47.360 of their sales scripts review their sales processes and i did it like it was an actual project that i

00:00:51.600 got paid for and so i'd hop on the phone and i would have pages of notes how i'd rewrite everything

00:00:57.540 and they were like whoa dude like i thought you were just going to give me a couple like dude

00:01:01.500 what you want them to say is this is too much dude this is too much because what happens is

00:01:07.320 you stack something you get an iou which is incredibly valuable and it's one-sided like

00:01:12.420 you now gave them something and that can come in handy later down the road and for me those

00:01:16.580 were the things that i cashed in when i didn't know how to run facebook ads right like i learned

00:01:20.120 something from that guy but later on i needed a way deeper understanding than the one weekend

00:01:24.840 workshop that i did and i hopped on with a person and i had hopped on with plenty of others who have

00:01:30.100 never given me anything back comma and that's okay because when i did need something i did have

00:01:36.340 somebody in my phone book where i was like oh i did that thing i wonder if i could hit i wonder if

00:01:40.000 they'd help me out with this thing and so what happens is you basically plug into everyone else's

00:01:43.940 network and skills by giving first now some of them aren't going to return the favor but you're net

00:01:49.080 positive on everything because if they don't return the favor one that's fine two they're not

00:01:53.100 going to anything bad to say but you now obviously there's pieces of shit for sure no no no but and

00:01:56.880 and it is okay yeah it is okay if they never give back right like because dude keep going i don't

00:02:03.020 sorry i know where you're going yeah because like most entrepreneurs we say we want to make an impact

00:02:07.980 and help people it's like well that's what that looks like if you give something to someone and they

00:02:12.040 don't give anything back then it means you just gave to someone that's it great yeah but

00:02:15.900 congratulations and if you talk about personal brand wouldn't that be the brand that you'd want

00:02:19.460 to build anyways yes and so i got into this other networking group and they invented an award for me

00:02:25.080 uh which was a member of the year they never did it but they were like dude we just want everyone to

00:02:29.840 do what you did which is like i hopped on every single person and i took every single call and i

00:02:33.900 treat it and this is the big point here is like you don't go on and show up at the call and then start

00:02:39.880 thinking about their problem you do homework before the call like it's amazing how much tweeted this

00:02:45.200 yeah you just tweeted this yesterday yeah it was uh it was you could become incredibly you become

00:02:51.960 infinitely more smart by just 20 minutes per preparation before the call or something like

00:02:56.740 that yes it's the truth you'd be amazed how much yeah it's exactly that like how much more

00:03:03.000 intelligent you can seem with 20 minutes of prep yeah dude that was cool that's it yeah because

00:03:07.440 you've been because you've done it right i had a call with somebody and like a lot of you guys

00:03:11.080 probably ask andy and i get this question all the time they're like how do i network with people

00:03:14.260 who are above me yes right it's a hard question so number one is you don't ask them what value can

00:03:20.380 i provide you because now you're asking me to do homework to figure out what you can do for me

00:03:23.380 that's me doing work which i can just keep living my life what you do is you do the hard work of

00:03:28.160 figuring out what can you provide to me that you have and then instead of offering it you do it

00:03:34.100 and then give it to me and i'm not telling you to do that for me i'm telling you this is how i did it

00:03:38.380 this is how it works yeah yeah and so if you have someone who's ahead of you do whatever your

00:03:42.700 niche skillet if you're a fucking carpenter then build the most amazing table of all time and send

00:03:48.200 it to somebody and you know what they're gonna do they're gonna get it and be like this is too much

00:03:53.140 i can't believe somebody did this and then what happens hey sound familiar does doesn't it that's

00:03:59.500 how he's here oh you're explaining how he got here that's the game yeah like half the editors i have

00:04:05.100 they're like hey i went through all of your old clips that are on youtube i clip 20 of these short

00:04:09.700 reels this is what i did and they sent them all to my you know my creative director and he was like

00:04:13.840 oh this kid's good now mind you if you're not good that's also good feedback and i will tell you this

00:04:19.540 that guy and most people would give you at least the time to tell you what you could do better

00:04:24.500 because anyone will help someone who starts helping themselves anyone will help someone who takes

00:04:28.440 initiative and if you over deliver and i'll tell you this because when we're talking about that

00:04:32.440 little room that private room the players recognize one another and so like when i see the young

00:04:38.400 guys coming up the guys with the blue check mark and the rolex and the like this isn't i'm not

00:04:43.520 posing in front of the lambo they rented for the day right yeah or whatever i stopped doing that a few

00:04:48.900 years ago and by the way they were never rented yeah yeah yeah yeah but like those people only

00:04:59.400 impress people who don't know what players look like yeah like we all know that that guy is not a

00:05:04.640 player because the guys who are players at their age in 20s and they're in their maybe 30s whatever

00:05:09.340 like right at that stage like they're hungry they're they're savages and they're in the grind

00:05:14.380 and they're doing the work of giving first to as many people as they can over delivering knowing that

00:05:20.260 that goodwill will compound and like it's just like that that single skill has served me so well

00:05:26.220 because that's how i've been able to get into rooms that i didn't deserve to be in was by just

00:05:30.640 saying like okay what am i good at that i can help this guy out with well there's you've broken it

00:05:34.720 down uh masterfully by the way uh to make it practical but i also do believe that there's an

00:05:40.320 energy aspect to this dude i believe because like i i live like that real talk i live i live that way

00:05:46.360 i know you live that way too some of the things i can't explain though like some of the good shit

00:05:52.420 that's come back to me i'm just like this has to be for me consistently just doing this and this is

00:05:57.720 the word of mouth thing that i think is like wild like i i continue to be inspired by how much word

00:06:04.580 of mouth actually matters like it just every year i feel like it sets a new record in my mind for how

00:06:09.320 important it is because people right now like i see this all the time people like it's all about

00:06:13.080 influencers and whatever like and sure like the tactics of ads and all this stuff like that's great

00:06:17.960 but the only thing that is still viral is word of mouth like everything else is linear in terms of

00:06:24.760 the relationship like if you spend a dollar in ads you get x back if you do a cold reach out you get

00:06:28.420 x back if you do a hundred you triple it you a thousand it's a thousand to a thousand like whatever

00:06:32.140 that relationship is that ratio it's fixed word of mouth is the only one that is exponential in

00:06:38.100 nature one tells two two tell four four tell eight and so if you want to have an enduring business you

00:06:42.060 have to have the monster of word of mouth working for you rather than against you who's building a

00:06:46.260 reputation rather than eating it from underneath your feet and i think that like that stuff that you

00:06:50.660 were talking about earlier where you're like you're doing this goodwill and it's coming back to me

00:06:53.140 i just see that as like the invisible hand of the word of mouth that just like i mean you've had it

00:06:57.940 happen a hundred times i'm sure which is like you go and you meet somebody like dude my buddy saw you

00:07:03.180 at an airport and you like stopped and answered his questions and whatever yeah and and mind you to be

00:07:08.440 fair if i'm like somewhere and i can't it's the thing that bothers me the absolute moment but sometimes

00:07:12.440 i have to be placed me too bro i hate it i hate it i feel like i'm just i'm like i do too i feel like

00:07:17.560 like dude i one time and actually i became really good friends with this guy because of that exact

00:07:21.740 scenario dude i had a guy his name was roman i'm still friends with him good fucking dude

00:07:26.180 came up to me at a speaking event and i was like i he's like hey man you got time and i didn't and

00:07:32.320 i'm like no i can't i can't and uh and dude he was like he had been going through all this crazy

00:07:38.100 like really bad stuff yeah um and then i dude it was bothering me like fucking bad dude like like i

00:07:45.840 thought the whole time i was speaking the whole time afterwards i'm like fuck i gotta find that dude

00:07:50.440 because i got time now yeah weirdly enough uh i was at another event and i fucking ran into the guy

00:07:56.920 and i was able to apologize and say hey dude i'm like and he was like you know what dude i actually

00:08:02.620 that really really made me mad i'm like i'm like bro i i get it i i felt bad about it yeah you know

00:08:09.660 but that shit bothers me too brother and i think that for the audience i think the bigger take like

00:08:14.440 sure the tactics that we're sharing right now are like useful but i think the biggest thing is like

00:08:17.780 the perspective of there was that person that bothered andy enough that it kept kept him up at

00:08:22.480 night and i think that if you if you can develop whatever that is where it's a splinter because

00:08:27.940 it's those thousand splinters that become the bundle that becomes very a very strong stick that

00:08:31.540 you can wield or it's wheeled against you um and like for me like i think about the products we

00:08:37.220 built right in the same way where the only way to build an enduring company is either to to sell

00:08:43.540 stuff that people never stop buying from you or to build a company where people never stop selling

00:08:49.020 for you those are the only two ways to build an enduring business that just continues to thrive

00:08:53.440 over and over again and if you're one of these guys who is and like i get the gig because i actually

00:08:56.660 came from the direct response world of like understanding how the arbitrage of like ads and

00:08:59.880 that's where i started too bro that's where i started when i was 18 right because you think

00:09:03.400 i was right right i was writing fucking classified ads for a credit booklet that i wrote credit repair

00:09:08.960 booklet yeah i was writing classified ads putting fucking newspapers yeah yeah like we didn't have

00:09:14.580 the internet i'm a little older um but the uh but what happens is as you scale your because i'm

00:09:22.860 going to get a little bit higher level business but hopefully you guys will ride with me yeah they'll

00:09:26.600 get it so as you scale advertising spend you go to colder and colder audiences meaning there's people

00:09:32.760 who have less trust and they're honestly less of a fit than the warmest like if i if i was like i'm

00:09:37.260 going to only market to vegan powerlifting women who are moms over whatever and i had a product that

00:09:40.800 was just for them i'm probably going to do okay but if i want to market to the nation there's just

00:09:44.440 a less of a fit with my product and so what happens is your cost to acquire customer goes up because ad

00:09:50.480 costs will only go one way for the rest of time they will go up and your conversion on future audiences

00:09:55.280 that are colder will only go one way which is down so how do you combat two things that are

00:10:00.260 inevitably going against you you have to have one thing that is non-linear in nature that fights that

00:10:05.480 fight which is word of mouth because that when that one customer comes in and tells five people

00:10:09.780 it allows you to continue to scale because you have decreased cost of acquisition i'm getting a

00:10:13.900 little bit like no no business stuff yeah here but like it's the only way that it gets big

00:10:19.380 if what you want if you want to grow something big then having the strong word of mouth face which is

00:10:25.040 why like you can get into transactional sales stuff sure if you know how to market you know how to

00:10:28.720 sell you can become a millionaire like you can absolutely do you can probably become a

00:10:31.080 decamillionaire um just by like learning how to sell shit and i'm using shit in the true poop word

00:10:36.160 like terrible yeah terrible stuff that doesn't doesn't matter right but if you want to achieve

00:10:41.540 a certain level of scale my recommendation is to continue to do the thing at a scale way below your

00:10:46.940 friends until you figure out a way to get everybody who buys stuff from you to tell a friend like if

00:10:53.720 this is a mental uh exercise i like putting people like our our portfolio ceos through i said okay

00:10:59.120 the marketing gods have decided that you are no longer allowed to market anything and they

00:11:05.280 eliminate all of your customers except for one and every single customer from this point going forward

00:11:11.140 has to come from that one customer how do you treat that customer and what happens is you start

00:11:17.340 thinking like well shit i would do this differently i do this differently it's like well then do that

00:11:20.600 stuff and then what you'll see is that the result you get from the remaining the remaining

00:11:26.240 efforts of your advertising will compound rather than continue to go linearly in the wrong direction

00:11:32.020 they compound in the right direction and so like this has been something that's taken me too long to

00:11:37.220 learn and i'm trying to like ram this right now because i because the biggest mistake that i made with

00:11:41.660 prestige labs was my supplement company i'm glad we wrapped around um was that i treated the supplement

00:11:47.240 business purely transactionally i did everything that i'm telling you that i not to do i did it that's

00:11:52.420 why i'm telling you that it didn't work is that and by the way that's the norm for the supplement

00:11:56.600 industry right 100 so it's not like you were doing something abnormal that's the norm yeah another

00:12:02.120 normal example of like hey if everyone else is doing it it's probably not the best idea but anyways

00:12:05.880 um and so i i basically built the whole brand off of transactional sales and teaching how to

00:12:12.560 hardcore close because that was a skill i had so i was like okay i'm gonna hit it with my sales hammer

00:12:16.480 because that's like yeah everything looks like a sales hammer when you're good at sales and so

00:12:19.780 i taught all the scripts all the processes how to set up the lobbies how to like how to get assume

00:12:24.200 closes and how to get people on subscriptions all that stuff right the thing is is that i had like

00:12:28.900 it actually happened with first form so this is a plug for you a close friend of mine um was a first

00:12:34.600 form athlete right and uh i was like dude sell prestige labs it wasn't because i was you know it's like

00:12:40.400 we didn't know each other yeah and i was like dude sell my stuff and and uh and the commission that i

00:12:45.640 was paying was significantly higher and i was like and i'll give you the special homie like i just

00:12:49.600 like come on like we're going to dinner let's be on the same team you know what i mean all the time

00:12:53.880 yep and the thing is is that he continued to he and hall and to this day he still sells first form

00:12:58.620 and i was like i don't get it because i knew because i did have this really super doctor like

00:13:02.700 make all the products and like make them accept like that part i felt very strong about and i knew

00:13:06.560 my commissions were higher so i was like the products are very good and you get paid more and i just

00:13:12.960 like i couldn't compute which meant that i had a distortion of reality i saw the world in a way

00:13:19.620 that it wasn't and that hurt my business and so when you're taking these lenses off and like

00:13:25.100 andy's squeegeeing your eyeballs right yeah so you can see things more clearly the thing that i missed

00:13:29.940 was actually the soft stuff it was the brand stuff i actually my my creative director sent me a podcast

00:13:35.000 my eighth podcast of all time i'll tell you the title stop branding because i felt so confident

00:13:41.680 about the fact that i was like you don't need a brand i was like you need to run at you need to

00:13:44.980 cold and cold cold outreach yeah see you're the guy i'm talking to you're the dude i'm talking to

00:13:50.440 saying hey use those skills to build a brand yeah yeah dude and i didn't get it and the first like

00:13:57.640 and what's happened is it's like brick by brick my belief in this first was like okay brand and the

00:14:02.400 direct response stuff and knowing the hand-to-hand are equally important but the longer i've been doing

00:14:06.760 this and you've been doing it longer than me the more i'm just like it's just brand over everything

00:14:10.460 because if the brand's right everything else follows and the reason that he didn't come over

00:14:15.400 to quote my team was because like i had no brand or i had a negative brand whatever you want to say

00:14:19.200 but like i didn't have a brand that was the strongest force he didn't want to associate

00:14:22.500 his brand with my brand got it and that was the thing that i that i i just missed i didn't get it

00:14:28.800 and so as soon as i learned that lesson and it took me selling the companies and doing all this

00:14:32.780 stuff to like really reflect like what could i have done better like that's why we built

00:14:36.700 acquisition.com and i was like i've so if you think about getting customers right there's like

00:14:41.040 eight ways you can do it you can you can reach out to your friends and family individually you can

00:14:44.940 reach out to strangers individually you can post content or you can run paid ads those are the four

00:14:49.680 things that one person can do leveraging other people you can get referrals so you get customers

00:14:53.900 to tell people you get affiliates so you get other people who have businesses to refer their customers

00:14:57.540 to you you can hire agencies to go get your customers or you can hire employees to do the first four

00:15:02.400 right those are the only ways that like you can get new new customers and i had built a business

00:15:07.700 off of every one of them except for off of content and so i was like with acquisition.com i'm going to

00:15:12.340 build it off context i don't know how to do it so i'm going to figure it out and it was only through

00:15:16.020 building content that i understand that it was all about brand yeah and what's weird is that when

00:15:20.040 you do start building a brand or a personal brand you realize if you do in my opinion if you do the

00:15:25.200 quote right way which is just give and you give and you give and you give and then you take a breath

00:15:29.000 and you give and you give and you give and you're like wait should i nope you keep giving you keep

00:15:32.720 giving and there's a there's a popular seg that gary has which is like uh give give give sorry

00:15:38.080 he says jab jab jab right yeah that's what it is jab jab jab right hook right i think that that's

00:15:42.780 actually the perfect ratio for a mature platform so if you actually look at television the uh add to

00:15:49.200 uh give ratio which is the content the actual shows is 47 minutes to 13 minutes it's jab jab jab it's

00:15:55.500 right hook if you look at facebook which is a mature platform it's three news news feed uh like

00:16:00.760 from your friends and family whatever and then an ad so that is the ratio for when you're maintaining

00:16:05.700 your current level but if you look at the platforms that are trying to grow what is tiktok or when they

00:16:10.660 were growing what they didn't have any ads they just it was all content it was all give right and so

00:16:15.680 the the nuance at least how i understand it for that strategy if you're trying to build a brand

00:16:19.500 is give give give until they ask which means that you just keep giving and if no one's asking you

00:16:25.600 just keep fucking giving yeah and in my opinion that's my whole strategy yeah yeah as a person

00:16:30.460 all the players yeah yeah we're like so there's you've seen these ads in the direct response where

00:16:36.460 they're like the the secret the one percent don't want you to know it's horseshit there is no secret

00:16:41.120 but there are things that the 99 refuse to believe yeah dude dude big facts on that's fucking gold

00:16:49.500 and so like and and i say this stuff because it because it i went like you i felt so much pain

00:16:55.640 for such a long time because i just didn't understand the way the world worked especially

00:16:58.940 as it related to business and so like if you can build the brand when you actually do it as i've now

00:17:03.620 been doing it like you realize that you were wrong before like i can just tell you clear as day you know

00:17:10.740 that this is the right way to do it and it's slower and you eat shit for a year or two years or three

00:17:17.300 years of you building it and what you're doing is you're finding your voice you're figuring out your

00:17:20.300 values and you're learning how to actually do because if every person who comes to you only

00:17:24.720 came from just consuming value from you ahead of time the type of the customer is different how

00:17:28.580 bought in they are they share your values and so it actually builds this base that becomes a pillar

00:17:33.560 that you just keep that just keeps expanding on your behalf and it becomes kind of like it's so

00:17:37.800 little it's too little for you to notice until it becomes too big for you to ignore

00:17:40.560 right like that's how compounding works if you start you know you invest in the s&p 500 a hundred

00:17:44.520 dollars every month it becomes tiny and then all of a sudden it becomes unstoppable you know what's

00:17:48.120 crazy dude is you know i i don't run ads on this show not even for my own shit you know and

00:17:53.840 when we poll people as to why they come buy our products it's one of the highest fucking polling

00:17:59.980 things you know what i'm saying they listen to the show i don't ever talk about first form i don't

00:18:04.380 ever talk about any of the other things i do except in passing but i give my shit away for free

00:18:10.840 yeah like like it's like dude you and i share that opinion give your best shit away for free

00:18:15.320 i fucking do it you know the secrets yeah just give away all the secrets so like there's more

00:18:19.900 tactical stuff that i can't really talk like like like when you start saying like dude this is higher

00:18:25.660 level yeah you know there's level level level yeah right and like i'm not going to have podcasts

00:18:30.440 about that or i'm talking to this many people yeah but uh dude that's how i live man yeah it really

00:18:36.160 is people like why don't you why don't you take ads why don't you do this why don't you do that

00:18:40.280 because like dude that's like i know that if i come on and and share with you guys and help you

00:18:44.940 guys you guys help me back and i think it's cool i think it's a it's not it's human nature there's

00:18:49.900 actually science behind it yeah i'm sure you know it too yeah yeah one of the interesting things that

00:18:53.900 was a big belief breaker for me was um i was actually really against making content for a long

00:18:58.960 time and it was because i actually saw the content as uh temporary and i'm big on like long-term stuff

00:19:03.560 and so i was like why would i make a short video that's going to disappear in the news feed and never

00:19:07.300 get seen again like it just felt like a complete waste of time but what i realized was that the

00:19:12.100 media is not the compounding asset the audience is the compounding asset and so you feed the content

00:19:19.000 to the thing that compounds over the long run and that was like it sounds so stupid that like

00:19:23.880 or so simple whatever painfully obvious i didn't get it so that was why for years i never made it

00:19:28.360 because i was like why would i make content because it's going to disappear it's like but the audience

00:19:32.020 doesn't and they're the people who tell two people or four people etc and then that becomes the base and like

00:19:37.300 i'm sharing this right now because like it took me too long to figure it out dude i i think it's

00:19:42.580 everything and and i talked to a lot of business owners too uh who have an existing business right

00:19:49.060 they have see here here here's the thing this is what i'm thankful for my own journey is that i did

00:19:57.460 start before the internet was around i did start before social media was even a thing and that lesson

00:20:03.780 that you talked about where you're saying okay you only have one person that was literally

00:20:09.060 how i did it like and i'm not exaggerating that was literally like the first day of

00:20:13.380 business i saw one person second day i saw zero third day i saw another person that person bought

00:20:18.900 23 dollars took me eight months to have a day of 200 uh recently had a buddy who started his own

00:20:25.060 business he did a thousand dollars his first day and he's like is that good i'm like bro

00:20:29.300 fuck yeah that's good like um but did before the internet that was the real thing that was the

00:20:38.340 really how you did it like that's how you do it and so i try to communicate consistently and have over

00:20:44.820 the you know the greater you know uh scale or course of my content over the years to make people

00:20:50.980 understand that concept and that how how amazing our opportunity is now with technology if you can

00:20:59.460 grasp that concept and you can translate it to to this yeah dude you're fucking on it and like

00:21:07.220 these people they get they they get so greedy with the idea of i can gain a hundred customers or

00:21:15.460 five hundred customers or a thousand customers off a post or a sale or this or that motherfucker

00:21:21.620 you're missing the boat you only need one and you should pour everything into that one as if it's the

00:21:27.060 only one and if you do that across the spectrum of your entire now you have a machine that is

00:21:34.020 compounding excellent story about you a legend word of mouth however the fuck you want to call it

00:21:39.940 that's going to grow your business and dude so many of these people that have these smaller businesses

00:21:45.140 they're like fuck that sounds like a lot of work bro blah blah blah dude you you're seeing you're

00:21:50.660 you you see 50 people a day do you know what you can do with 50 people a day if you actually pour

00:21:55.540 into them oh yeah like it's insane and i've lived it so i know like i i remember like i went from one

00:22:01.620 customer to zero customers and dude uh 10 years into our business we still had days where we would

00:22:08.260 have stores that wouldn't see anybody yeah you know what i'm saying like but once we figured this out

00:22:13.780 like truly figured this out everything fucking change everything we went in the worst economy up

00:22:20.980 until 2020 yeah that had ever existed between 2008 2012 and um it's all on the simple concept of what

00:22:28.820 we're talking about dude it's it's giving first it's creating experience for people that is worth

00:22:35.220 sharing um you know unloading value over value over value over value to the point where they feel

00:22:42.820 obligated to use you right um which is what you're saying when they ask right like when they say dude

00:22:48.420 you like when you're looking how can i support you yeah dude hey run my car for five grand yeah like

00:22:53.140 that's that dude i have so many people that hit me up and i appreciate the fuck out of all you guys

00:22:58.100 they're like what can i do what can i do just support my shit like that's all i ask like if you if you're

00:23:03.140 gonna get in shape use our shit if you're gonna you know uh whatever whatever business you know like

00:23:08.900 just support the people that give and um i think it's i don't know man it's it's very once you figure

00:23:15.940 that out and it clicks it's real simple and it actually gets fun too because it's fun feels good

00:23:20.740 yeah one dude it it feels fucking great one of my favorite things about business is not the big

00:23:29.140 business it's not the money dude it's not like once you start once you have enough money it's like there's a

00:23:34.660 there's a there's diminishing returns to have more for me that was when i could go to a restaurant

00:23:40.740 and not look at the bill okay see i would order appetizers yeah dude really yeah you being serious

00:23:47.220 a hundred percent bro this this moment my i explained this on the show so you guys listen you

00:23:51.940 know this is true because i said this a hundred times my my my point to where it became diminishing

00:23:58.820 returns like people think it's like my car collection right because i'm a huge car guy i have a

00:24:02.740 great collection um that's just my hot wheels bro like that's just me as a kid living out my

00:24:09.380 you know little hot wheels yeah it's cool i fucking like it if you don't get it that's fine you don't

00:24:14.820 get it some of my best friends in the world is great for networking you meet some of these people

00:24:18.420 that you would never meet otherwise there's lots of pluses very little minuses it's cool as

00:24:22.420 fuck to roll up in some badass shit all right um but the point is is that when you start to uh

00:24:29.140 uh like consider how much joy you get back for making more money for me dude it was very simple

00:24:36.820 it was being able to go to dinner with whether it just be me and you or whether it be this whole

00:24:42.020 room or whether it be this whole company it didn't fucking matter we go to dinner you go order whatever

00:24:46.980 the fuck you want and i don't have to look at the bill to pay it that's after that like to me it made

00:24:52.980 no difference like it doesn't as long as i can do that dude it was now after that it was diminishing

00:24:58.740 returns i mean did it make a difference yeah it makes a difference like i can fly private and

00:25:02.420 shit like that that's cool that's like a time machine i know you enjoy that too um but you know

00:25:09.220 and there's something to be said for that like dude i could stand in my living room and two hours

00:25:12.500 later be in manhattan you can't do that without the means to do it like it's it's an incredible thing

00:25:17.540 you've experienced it quite a bit yeah you know uh not bad it's pretty cool huh commercial stuff

00:25:23.460 yeah yeah it's uh it is tough yeah because this the disparity between the two is it's yeah it's

00:25:31.860 worth it's worth the effort get there yeah the reason it's priced that way is because it's worth

00:25:35.140 it um but dude it's yeah no shit dude the funny thing is is like it's after that man it becomes more

00:25:43.460 like what do you really enjoy doing you know what i mean like then it becomes a little bit more about

00:25:49.780 the passion part of it like when you when you have the means then you can be a little bit more

00:25:54.100 luxurious with your decision making about passions yeah you get some cushion on mistakes yeah for sure

00:25:58.660 i want to hard close the audience on something yeah yeah so we were talking about you know giving

00:26:02.900 making sure that the product is exceptional like because we so those are those are fucking that's

00:26:09.860 those are automatics you have to do that like everything we're saying here guys like there's

00:26:15.300 certain prerequisites that have to be met like your product has to be good it has to be what you

00:26:21.380 say it is it has to wow people when they open up this first form energy can which i'm not about

00:26:27.220 to do an ad for but if i was it would probably look something like this all right but the point is

00:26:34.180 when they pop that shit open and they drink it it has to be fun good if it's shit it doesn't

00:26:37.780 matter how nice you are and i'm gonna sell you on why it's probably not because some people are

00:26:42.580 like well yeah my thing is that good if it were that good they'd be talking about it

00:26:47.060 and you you wouldn't have an issue getting customers yeah that's my point because like

00:26:51.060 i used to i used to not like i used to hear these speeches and these talks people way ahead of me i

00:26:54.900 was like yeah yeah yeah my stuff's good my stuff's great i just need more customers right it was always

00:26:57.860 the the thought process but like every guy who's like the best lawyers they don't need to market in

00:27:04.340 fact they have a waiting list and it's impossible to get in their best investment advisors they have a

00:27:07.860 waiting list it's impossible to get into them like if you're very very very good you don't have

00:27:12.420 a lack of customers charlie monger said the next customers is on your desk it's the work in front

00:27:16.580 of you and so like i love that because it's like that's where the next customer is he's like it's

00:27:20.980 doing the work that's in front of you and they will always come but the hard clothes that i wanted to

00:27:24.900 have on this with uh with product is if you actually so we look at buying businesses that's what we do

00:27:28.980 right and so we have to analyze the value of a business all the time and so you want something that

00:27:34.340 compounds all right because if you're trying to create wealth everything comes down to inputs to

00:27:39.060 outputs which is what do you put into a system and how much do you get out and so the wealthier you

00:27:42.100 get you put less in and you get more out and the one thing that all of us have is time and so it's

00:27:46.100 really like how much more do you get back for your time and so if you if you have to sell let's say 50

00:27:51.700 customers every single month then as soon as you're selling that many customers if you have

00:27:56.900 a super transactional relationship right if you do the same amount of marketing and every month you sell

00:28:01.780 50 it means that tomorrow or next month the day you stop marketing your company dies that is not a

00:28:08.020 very valuable business no and so if if you sell 50 and then next month you sell 50 with the same

00:28:14.820 marketing effort but the other 50 come back you now have a hundred if you sell the same and the

00:28:19.220 thing is is that the marketing effort can be linear in nature meaning you do the same level of marketing

00:28:23.700 but every month you get more and more customers because you treated the first ones right if you

00:28:28.900 aren't growing and you're doing the same level of market it means the product's not good enough

00:28:33.540 i'm trying to sell you on this because like i nodded along with so many times i'd listen to

00:28:37.940 these things i'd be like no my product's good enough the reality is that you're just not as good

00:28:42.020 as you think you are the market tells you yeah the market tells you it's what you said a minute ago

00:28:48.660 uh 99 of people would you say they won't believe they've choose not to believe it the market

00:28:54.740 fucking tells you dude yeah and and if you if you do have a business and you do have customers right now

00:29:01.300 and you have the the the fucking blessing of having people that are interested in your

00:29:07.620 mediocre company right now you should fucking understand that the way to really compound that

00:29:13.220 is to improve your product and then improve the fucking story they're going to tell about you

00:29:18.500 by overwhelming them with goodwill and and positive resources around what it is that they're trying to

00:29:24.420 solve i got criticized by uh i'll just leave the name list i got criticized because i spent uh

00:29:30.180 3500 hours with my editor in total his hours for plus my hours for the book that um that's that's

00:29:34.980 coming out yeah and they're like what's the name of it 100 million dollar leads all right in a few

00:29:39.380 months all right it's 99 cents so there's my there's my get rich quick plug yeah um and i i saw this with

00:29:48.740 the first book because i spent a year writing that one too and it was just me and it made no sense

00:29:52.980 this is like i had gym launch i prestige labs i had allen we had the you know deals on the line like

00:29:57.460 like i didn't believe me you don't make money on books so i just throw it out there but what

00:30:01.620 happened was you can spend a year writing an exceptional book and i'm talking like six hours

00:30:07.780 every day is the first six hours my day when i'm freshest etc reworking only 160 pages which is the

00:30:12.420 first book right and my launch for the book was a post when i had 10 000 followers which is not a lot

00:30:19.940 of followers i just was like hey i wrote this book layla told me i should post it because i was

00:30:23.140 actually going to make it an internal like document like this is how we think about making offers for

00:30:26.820 all the companies and she was like no like publish it i was like fine so i published it

00:30:32.500 and from that day on we have no ads we have no anything to like promote the book specifically

00:30:38.980 and it sells more each next month than it did the month before every month and it's now been 20

00:30:46.500 months i think since 100 million dollar offers came out and now it sells 25 to 28 000 copies every month

00:30:52.020 word of mouth sounds like a book i wrote called 75 hard but it's exactly that and so you can it

00:31:00.100 actually fucking helps people guess what they're gonna buy it and so you can either spend a year

00:31:06.020 or two years building an exceptional product service experience software whatever you want to

00:31:10.900 thing right and then let your customers market it for the rest of your life or you can spend a month

00:31:18.740 building a mediocre product or service and then spend the rest of your life trying to get people

00:31:23.780 to buy it dude i did this shit like before like people don't understand before first form there

00:31:29.380 was other shit i sold right it just wasn't good yeah it just wasn't good it you know people weren't

00:31:35.860 going to buy it twice you know and i think that's a big mistake most people make and it's the inputs to

00:31:41.540 outputs because everyone sees the year for the book that you wrote yeah right they see the year they see

00:31:46.260 all the time you put into 75 hard right they're like that doesn't make any sense but if you think

00:31:51.220 about how long life is if the rest of time people are spreading that the input to output of how

00:31:57.940 much work it takes to spread the message and wider than you'd ever be able to do it if it was just

00:32:01.780 you on your own yeah you get the highest leverage from thinking about it from that perspective

00:32:06.420 if you spent a month on it and it was mediocre you would have to pump it on every single podcast and

00:32:11.300 it still wouldn't sell as many copies as it does and you'd have to do it until you died yeah

00:32:15.220 and so like if you're thinking about having high leverage or high return on your time

00:32:19.060 it makes more sense to spend more time making the thing you have actually exceptional keep doing it

00:32:25.140 until people keep coming back and then the scale will happen but like it's an input it's a like it's

00:32:30.740 a math equation how much of this do you because like i have my opinion on this but like how much of

00:32:35.860 this do you feel like uh struggling businesses like like this one idea that we're talking about

00:32:43.140 right here to me in my personal opinion bro this would fix 97 i'm making this up yeah but the vast

00:32:52.260 vast that up upper 95 percent of businesses could be fixed by just this thing we're talking about

00:32:59.460 in the converse of that how many businesses that have exceptional the only thing that would drown a

00:33:03.940 business that has an exceptional product is they'd be mispriced it's the only thing like yeah their

00:33:08.660 cost like they can't the economics of the business don't work yeah that would mean that's

00:33:11.780 the oh you know you know how easy it is to fix that you change the fucking price tag yeah that's how

00:33:15.620 easy that is two seconds right yeah so if you want to have the like guarantee the insure like

00:33:21.060 you want success insurance like what do i have to pay in order to make sure that like i'm always

00:33:25.540 covered it's make the thing exceptional yeah and that's the thing is that most undeniably

00:33:30.180 fucking great is that most people don't understand how much actual effort it takes to make something

00:33:35.380 exceptional like i you know i look at some of the old presentations that i would make for my

00:33:39.780 company and i'm like embarrassed that the thing is i remember thinking when i looked at it i was

00:33:44.500 like this is exceptional at the time that was probably the best you could do yeah yeah and the

00:33:49.060 thing is is that at the end of the day the market's the one who makes that decision not you

00:33:52.100 so i might have and i think is i probably was listening that's where the fucking disconnect happens

00:33:56.020 bro because you think you think because it's the best that you did yeah that it's fucking great

00:34:01.700 yeah but in reality the market says no it's not as good as everybody else's shit i heard some um

00:34:07.380 motivation that's real shit man dude it's huge yeah it's um i never thought about that until we

00:34:12.340 just started talking about it like you like you because that's the best that you can fucking offer

00:34:17.060 you you assume it is the best yeah because it's your best yes man fuck that's some powerful

00:34:22.340 shit i heard this guy say this and i just like it's it's been like ingrained in my head so much

00:34:26.980 so that whenever i don't want to do something this is the actual phrase that comes in my head

00:34:30.820 is that he says he said two sayings that i love one was that he's like boys are confident men are

00:34:37.700 certain i just wanted to share that because i just love that saying the other thing is he's like

00:34:42.100 it's not about doing your best it's about doing what's required and whenever i have a hard thing

00:34:46.500 like i'm like i can make more videos for content or whatever i don't want to do this podcast

00:34:49.860 whatever it is like literally my immediate thought that's like my subconscious is like

00:34:54.260 i will do what's required yeah like that's always my initial thought and so right now if the thing is

00:34:58.660 the thing's not as good as you think it is right people aren't coming back like you made

00:35:02.180 have you might have given it your best but you didn't do what was required dude i'm sitting here

00:35:08.180 thinking because like i'm going through this phase right now that's very helpful to me personally

00:35:12.660 thank you for saying that because i'm going through this phase right now where i'm very

00:35:17.620 financially comfortable like forever it is what it is um and like some of the that is required

00:35:27.140 yeah it's not really required right yeah that's some powerful because now i'm like

00:35:33.620 dude it is kind of required it's not required because of you it's required because

00:35:37.620 other depend on you yeah i guess the internal comp yeah so like because like dude my purpose is not me

00:35:45.140 my purpose is not me it's these dudes it's these people out here it's yeah it's these people

00:35:49.940 listening yeah right it's it's fucking man that's some good you're a smart dude

00:35:59.380 yeah bro uh i love talking about this i mean i love talking about business because it's like

00:36:05.060 i think if you can see if you can see the business world clearly then it applies to every other aspect

00:36:08.900 in life because um like i think entrepreneurship is the single greatest path for personal development

00:36:13.700 because it's the fastest feedback loop like there are very few other situations where you don't have

00:36:18.740 like the market will just slap you right dude that's what i'm saying you go around and talk to your

00:36:23.460 friends about your good idea they're all going to tell you it's fucking good now launch the

00:36:27.700 shit and now we'll find out if it's really good if they get their credit card yeah because people

00:36:30.980 yeah that's right that's right dude and then and the feedback dude that's so good because like

00:36:36.500 it's so true like it's it's such a you learn so much about yourself you learn so much about

00:36:42.980 people and the real the reality behind people um i actually believe that your paying customers are

00:36:48.900 some of the most honest people that will give you the real shit like sometimes i just ask random

00:36:54.260 customers like what they think about like how i'm doing or what this is that because i'm like all

00:36:58.740 right well this person feels strongly enough that they're willing to trade me my shit for their

00:37:02.980 shit yeah like the minute that i don't do it they're not going to do that anymore um that's

00:37:09.460 a hard thing for people to really process too man because you like you said the market will

00:37:13.460 fucking punch you right in the face they will tell you that thing that you spent two years on

00:37:18.260 giving your absolute fucking best they will tell you in one day that it sucks yeah and then you have

00:37:24.100 to deal with it yeah like and it's there's no arguing with the market like it's not like oh you guys

00:37:28.900 sure it's not good no but that's where people fuck their shit up they get fucking so frustrated

00:37:35.540 with the reality that they refuse to look at it instead if you would just look at it and say okay

00:37:40.580 well this is what it says i'm gonna make my adjustments i'm gonna go again which is the

00:37:45.300 whole game of business the whole game of business is develop shit put it out find out what's wrong

00:37:51.300 okay that's wrong fix it put it out again find out what's wrong again dude the defeat you get

00:37:57.140 defeated a thousand fucking times before you get that fucking first victory it's just the way it is

00:38:03.700 and you might get and i'm talking about a victory i'm not talking about i'm talking about 46 million

00:38:08.260 dollars i'm not talking about you sold one thing to that guy that that one time i'm talking about a

00:38:13.860 victory i'm not talking about a fucking win in the war um it's just a it's this way it is it's the way

00:38:21.860 it fucking is dude and like people think it's glamorous they think it's like all these wins and all this

00:38:26.740 shit and like bro and it really isn't it's you got to be built for the fucking game and the game is

00:38:31.860 get your balls kicked in every fucking day uh and then figure out how to get them kicked in a little

00:38:36.820 less the next day and then maybe like move to the left a little bit so it doesn't get both of them

00:38:41.300 you know what i'm saying like you start figuring out all the little tricks like to not get the

00:38:46.740 fucking kick right so this is really interesting from a from a topical perspective because one of the

00:38:52.180 things that's benefited me as an investor now because that's technically my full-time job yeah

00:38:56.740 um is that you start to see businesses assets and you become your identity becomes divorced from them

00:39:03.300 and so like i'm looking at businesses and like if i imagine i buy a business now i own 100 of it

00:39:08.900 if something happens i'm not butthurt about it the problem is that when you're starting out your identity

00:39:15.300 is wrapped into the business and so when you get feedback you call it failure and so then you think

00:39:21.540 i'm a failure and so it just it's like transitive property from like yeah you know high school

00:39:25.540 whatever take it as like a personal oh this is your thing this is my thing i spent all my my limited

00:39:31.300 skill set and all of my effort on savings account yeah but see it doesn't matter it it doesn't matter

00:39:38.100 that your skill set your skill set is limited it just is that's what it is you're you're not there yet bro

00:39:45.060 like this is part of the process you're gonna the skills are going to pay your bills bro that's the

00:39:51.140 reality and if we don't develop a skill set by being willing to be open to hearing the critical

00:39:56.900 feedback how do you ever get better and this is why most people don't get better most people don't

00:40:01.540 get better because they can't hear the truth if you redefine the work you're doing this is just

00:40:06.820 something that's been helpful for me if you redefine the work you're doing as the job title that it falls

00:40:10.900 under because in the beginning when you're a small business owner you are all the jobs right you

00:40:14.900 wear all the hats and that's a that's a figurative term but like hear me out here if you're not

00:40:20.100 getting customers in the door it might just mean like you're like oh my marketing director sucks

00:40:24.500 that's me yeah right you're like but my dude my customer success guy is amazing that's also me

00:40:29.860 and so if you can start thinking in terms like and i know this is like i'm trying to go big business

00:40:33.700 small business but like if you start thinking about it in terms of like departments within your

00:40:37.060 business even though you are the head of all of the departments then you can start disassociating

00:40:42.500 because what's going to happen is if you are successful if you keep listening to stuff if you

00:40:45.780 keep doing this stuff you will gain enough success that you will actually have somebody who's going

00:40:49.780 to fill that role for you and then all of a sudden if they feel you wouldn't be as butthurt about it

00:40:53.780 right but it's still your business and even when you get into the ceo hat right eventually you i mean

00:40:59.060 we hire ceos for you know the companies that we own like you're just the owner like if apple

00:41:03.540 fucks up and you own stock of apple you're not like oh my god i suck it's like well no that

00:41:08.420 product sucked or that messaging sucked the story wasn't there whatever it is and so if you can if

00:41:13.220 you can start drawing the line and saying these are the functions of a business and i am not good

00:41:18.180 at this function the person who does this job is not good at this function maybe i need somebody who

00:41:21.780 is good at that function but then what happens is in my opinion for me at least it's given me some

00:41:26.340 buffer between the failure and me as a bro i do the same shit i do it a little differently

00:41:31.140 yeah so how i do this um is when it's still to this day i do this when i have to do when i i i

00:41:38.900 pretend that i work for andy for seller yeah i pretend that when i show up here yeah or wherever

00:41:46.260 i go i work for this dude andy over there right there he is right there in the picture right and

00:41:52.260 i'm just a dude that works for that dude and so when when i get feedback on the business i'm like okay

00:41:58.020 well i gotta fix that i don't take it like oh this is an attack on me because i work for that

00:42:02.900 yeah right it's not that you'll just let andy know yeah that's it like i'm just gonna say hey

00:42:06.900 we're fixing this bro yeah like it's it's a weird it's a weird thing but i do that too and especially

00:42:13.300 when i have to make hard decisions like when i have to make hard decisions and mostly the time the

00:42:17.380 hard decisions revolve around personnel totally because you care about people and you give a

00:42:20.980 fuck um it's it's i have to answer to this person yeah you know what i'm saying and that person is

00:42:27.860 not me even though it is actually you know what i mean totally like it's such a weird thing that's

00:42:31.620 so weird yeah dude that that's how i describe it i describe it and you guys have heard me talk about

00:42:37.940 this on the show i come in i fucking hang my my my hat of uh you know being andy right i hang that

00:42:46.020 on the wall and i put on my work uniform that i work for andy yeah right and like i'm walking

00:42:50.340 around and make decisions that that i think he would want to make right it's so fucking weird that

00:42:55.380 you do the same shit dude i feel like if you if you look at enough people who end up doing whatever

00:43:00.580 you want to do i think the the things you have to do to get there are surprisingly similar and so

00:43:07.540 people have different names for them and if you see listen to different podcasts or whatever it is

00:43:11.140 like wherever your sources information are look for the commonalities because like the end of the

00:43:14.580 day all of that just came down to for both of us disassociating the work from the identity

00:43:20.420 and being able to step into the identity of the person who's required to do the job whatever that

00:43:25.700 job is and to your point about personnel because i think this is a one of the things that i struggled

00:43:30.260 with really early on was that my tolerance for mediocrity was very it's extremely high very high

00:43:36.660 tolerance for mediocrity uh when i started out because what happens is like like you can write this

00:43:41.540 you can write this in your journal like the best talent has yet to come you don't even know the

00:43:45.940 talent that is in the future of the people who are going to work for you and you have to you have

00:43:49.620 to be the leader that's worthy of that person because like right now you're one higher away from

00:43:54.500 your entire business being transformed like if you look at like because we we can see this across the

00:43:58.340 portfolio we can see huge inflection points in a business up or down based on key hires so we put a key

00:44:06.260 higher end huge inflection point there's very rarely a massive inflection point that happens

00:44:10.500 without a key personnel change hire or fire or promote and so the thing is is that that tolerance

00:44:16.420 and this is again from the players like in that little we're giving the open the kimono of the

00:44:20.020 players room of like how those people think is like it's all about i'm about to say it's all about the

00:44:25.380 people and your tolerance and your expectations of their performance and you think you have high standards

00:44:32.500 until you've met a player who's 10 times bigger than you're like oh my god i didn't know that level

00:44:36.820 of performance was possible because i remember my first my first 50 000 all-year employees because

00:44:41.620 all my trainers were like 30 or 20 right here and i was like whoa i was like this is the

00:44:46.420 this is what i'm talking about and then i had my first 70 000 all-year employee i was like all right

00:44:50.260 now we're talking and then my first hundred thousand and then 250 000 a year and my first million

00:44:54.660 dollar your employee and i was like each time and i can't wait to hire my first 10 million

00:44:58.580 dollar you're in play i don't even i don't even know they're out there and we're gonna find them

00:45:02.820 and you listen to steven schwartzman who's worth 36 billion who started blackstone he says the

00:45:07.060 biggest regret he ever had was letting larry fink go larry fink owns black rock yeah right and what

00:45:13.620 and he let him go even though he called him an 11 out of 10 in terms of his skill set and so like

00:45:18.500 the only way and if if steve schwartzman i'm just paraphrasing him he's way richer than i am

00:45:23.220 if he had been the leader that he is today when larry fink came to renegotiate that contract he

00:45:29.140 would have been the person that larry fink would have continued to work for correct and so like

00:45:33.300 that's where the whole becoming aspect because like very quickly like your amount of time that

00:45:37.620 you can do with your hands is tapped out like as long as you have some level of work ethic and you

00:45:41.060 work all the hours a day like there's not that many hours so that you have to work through other

00:45:44.500 people and that's where the influence in the sales skill now we're going like full circle in this

00:45:47.140 but like if you have that skill the world unlocks to you because whatever problem you have

00:45:51.380 there's a person who can solve it i think there's a lesson there too bro for employees

00:45:55.540 like yeah what you're talking about like you're like i think a lot of employees believe that if

00:46:01.380 they they still believe this old that their parents taught them if you stick around long enough

00:46:06.100 eventually you move through and you get a raise and you do this listen motherfucker yeah let me tell

00:46:11.300 you the whole thing it's real simple learn some skills real simple and then go execute them

00:46:17.220 whatever your role is whatever it is you do however much money you're getting paid

00:46:21.380 it's about giving first okay so if you can in your own time i'm giving you the

00:46:26.740 fucking exact hack like all you motherfuckers think there's a hack this is the only hack okay

00:46:31.460 this is it skills pay the fucking bills all right if you're making 30 fucking grand a year and you

00:46:37.140 want to make 100 grand a year you have to become skilled and offer value to make the company or whoever

00:46:43.460 it is you work for say fuck that dude's worth 100 grand i'm not letting him fucking go and your job as

00:46:48.180 an employee is to drive so much fucking value that you can literally extort your

00:46:53.540 fucking boss you can walk into the office you can say hey motherfucker i'm leaving or you got to pay

00:46:58.660 me yeah and that's the fucking game like that's the game and if you can figure out like you're like

00:47:06.100 i said you're making 38 grand right now and you're like fuck dude i'm getting underpaid and blah blah blah

00:47:10.340 you're not underpaid you're fucking not underpaid you're paid exactly what the fucking value that you're

00:47:15.460 offered is now if you think it should be 70 grand or you think it should be 700 grand then you have

00:47:20.900 to learn the skills of the 700 000 employee and then after you learn the skills you've got to prove

00:47:29.140 that they actually produce in a real world environment then you go in you say fucking pay me

00:47:34.820 this is how the fuck it works okay so many people especially you young motherfuckers have the wrong

00:47:39.940 idea about how the fuck this works you are not going to sit there you will rot you will rot your life

00:47:44.660 away you will not sit there and go from 38 to 55 to 75 to 150 to your fucking dream life

00:47:55.380 being here or there or anywhere that's existing dude and that's the fucking mentality that is

00:48:01.860 i think it comes from parents who try to instill the proper values into these kids

00:48:09.700 not because because but they can't because they don't understand they don't understand themselves

00:48:14.660 because they never fucking did it right so they're like oh stay loyal just keep showing up keep doing

00:48:19.540 no that's that's good that ain't good enough what's good enough is i i want to be here what does the

00:48:26.900 skill set of this person up here have what is that surround yourself with people and learning and

00:48:33.620 fuck dude we got fucking youtube dude you could fucking look up how to change the o-rings on a

00:48:38.740 fucking washing machine or you could spend it to look at uh you know bullshit fucking people oh this

00:48:46.100 this guy destroyed his his lamborghini urus dude or you could watch really fucking wealthy people teach

00:48:53.540 you how to fucking have skills and then then you could take those skills and you can go to your

00:48:58.500 place of business and you can display those skills and be a fucking superstar like those are your

00:49:03.780 choices like either watch the bullshit or watch shit that actually helps it's free dude there's

00:49:08.740 so much free game on the fucking internet like for somebody like me who started with no internet no

00:49:13.380 social this is like a point of like super frustration because i'm like what the fuck is wrong with you

00:49:19.940 guys like what the fuck is wrong with the with the generation from 30 to fucking 20 right now you

00:49:26.740 motherfuckers have all this free game in your fucking face all fucking day long and you want

00:49:31.940 to watch someone drop a fucking wrecking ball on a fucking lamborghini like what the fuck is wrong

00:49:36.980 with you and then you want to complain that you don't get paid enough and you're underpaid and this

00:49:41.940 is i'm underpaid you're not underpaid where the that's the market you're under skilled dude there

00:49:48.260 you go that's it dude you're under skilled and it's so dude it's it goes into the 99 you don't

00:49:54.340 want to see the reality because you don't want to fucking admit that it's the truth yeah but the

00:49:58.660 quicker that you can admit the truth the faster you can be who it is you want to be and that's

00:50:03.300 the reality of success like dude it's very simple it's just you have to accept what it is and so many

00:50:10.260 people want to look around and they want to say oh you know they don't like me because i'm this or

00:50:14.660 they don't want to do this because i'm that or these fuckers they blah blah blah and bro this is

00:50:18.820 a common thing on the internet i see this on the internet all over the fucking place now people

00:50:23.540 people jump from thing to thing the thing the other thing to overhear this thing this

00:50:28.340 how the fuck can you learn any skills doing that real talk how can you learn you can't you know we

00:50:36.900 have to have this understanding that to get paid i've got to have the skill set and it seems like

00:50:43.540 people have gotten away from like even understanding that basic basic reality dude basic reality yeah

00:50:50.340 are you good or are you great are you great or are you undeniable because i can tell you the only

00:50:56.500 motherfuckers that get rich are the undeniable that's it and you can get rich inside of a company or

00:51:02.100 outside of a company but it's the it's not good is is not the standard great isn't even the standard

00:51:09.220 no motherfucker that owns a company is going to say hey you know what that guy's great

00:51:13.540 i'm gonna fucking pay them a million bucks to do this that's not what they're gonna do they're

00:51:17.380 gonna fucking pay you a little bit more for being a little bit more extra than everybody else but when

00:51:22.740 you're undeniable that's when you get to name your fucking price that's when you get to say no dude

00:51:28.180 because you guys need this and if you don't have this it costs this much and that's what it is

00:51:32.980 like to me it's very fucking clear and it's so rare that people can even understand this concept

00:51:39.620 can i put something out to you guys let's talk to that demographic of 20 to 30 right

00:51:44.340 because i feel like one could argue that part of that issue and and what we just got done talking

00:51:49.780 about is information overload it's too much information out there so like do you guys have

00:51:56.340 any tips or advice for that demographic right because like yeah there's plenty of wealthy people

00:52:00.820 out there or the gurus the coaches but is it information overload how do you siphon through that

00:52:06.820 like who should they be listening to how do you how do you vet those people if you don't you

00:52:10.820 don't know what you don't know right so what do you guys have some tips on that where do you want

00:52:15.780 to start i mean i think we're gonna say yeah i don't think it's i don't think it's information

00:52:22.820 overload i think it's implementation under load people success zombie i'm gonna consume consume

00:52:28.820 consume consume consume never execute yeah is like so this is an interesting one that that might be

00:52:34.660 worth for the audience i remember reading many many many self-help books when i was like in my

00:52:41.620 path before i quit my job and i realized that after like the 10th book i was like my life's the same

00:52:47.220 and so it shifted the way i saw things i actually never consumed a piece of sales training until i'd

00:52:52.180 after i'd already built a massive sales team like i was like oh yeah we should get some other training

00:52:55.860 besides just me because i was like i'm sure other people have done like right but i was so like

00:52:59.780 confident in that thing and so like if you want to learn a skill reading okay i'm going to say

00:53:04.500 something that might be sound a little contrarian i don't think you should read books i think you

00:53:09.780 should do it and then read because if you read a book on sales and you've never done a sale you will

00:53:14.260 have no context from which to actually understand the information it's just going to float around in

00:53:18.180 your brain but it won't have it won't have like a matt think of it like ornaments on a christmas

00:53:21.780 tree and just try it before you start reading right you just need to have yeah absolutely for

00:53:25.780 education you have to have a point of reference yes exactly because otherwise you can't hang the

00:53:31.140 knowledge on it yeah so you're just reading all these chapters oh yeah i've got a good report

00:53:34.420 that's a fair that's a fair take so i because every skill i've like i think one of the things that's

00:53:39.620 undervalued is one-on-one tutoring so when i so i've i've done a lot of different things for for

00:53:44.020 learning like skills but one of them i wanted to learn how to do uh national retargeting for

00:53:48.020 facebook ads this is years ago um this is me when i was still running them i was like learn this and

00:53:53.060 so i got on the phone with an agency owner and he was like i don't sell my time and i was like it's

00:53:56.820 america everybody sells their time and he was like fine for 750 an hour i was like and this is i did

00:54:01.300 not have a lot of money at this point um and so i showed up one hour once a week and i was like deal

00:54:07.220 is i have to use the mouse i have to click and i'm gonna do it but you have to explain what you're

00:54:10.980 thinking and why you'd make the adjustments it only took me eight sessions with the guy to learn how to

00:54:15.620 do the thing cost me six grand that skill made me millions and so it's like if you do the thing

00:54:23.220 you'll have ref point of reference to hang the thing on and i make this point because and i'm a

00:54:27.700 little bit extreme on it because everyone always has another reason to feel like they need to be

00:54:31.300 more prepared and they think that getting reading more information or watching more videos is going

00:54:35.620 to make them more prepared but you will learn more in your first 100 cold calls than you will from

00:54:39.540 every single book you've read i i like what you're saying dude and i think that's an important

00:54:43.860 point i actually agree with it people are probably surprised that that i would agree with that

00:54:47.460 because i talk about reading so much because i've learned a shit ton from reading huge advocate of

00:54:51.460 reading just to be clear here but the thing that you pointed out that i haven't communicated is that

00:54:56.660 i was also doing while i was reading right and that's a huge deal i'm not just no no yeah but see

00:55:02.180 i took that for granted because i've been doing this thing since i was 19 right so i've always been

00:55:07.940 doing you're in the game right yeah and every so that that's a point important uh important point of of

00:55:13.140 context for for something that i never realized like a lot of people do kind of sit there and

00:55:18.340 they're not doing at all and they're just consuming consuming consuming consuming consuming go and

00:55:24.020 consume at the same time and you'll get exponentially better there was a ted talk on this but it takes

00:55:30.020 well that's a great point yeah i love it yeah there was a ted talk and the guy talked about how

00:55:37.460 to learn most to become proficient in most scales it takes 20 hours so like you want to learn the guitar

00:55:42.340 it's like the 80 like you'll learn 80 of what you need to learn the guitar in the first 20 hours

00:55:47.860 the last to be clear though the mastery comes from the next 20 but for everyone who's intimidated by it

00:55:54.020 it takes 20 hours to learn to get proficient when i wanted to learn to build a landing page

00:55:58.420 like a website i put it off for four years like i would you know i hired it guys i got so frustrated

00:56:06.420 one day i was like i'm gonna fucking learn how to do this and so i sat down on a sunday it took me

00:56:10.980 four hours to build a page and you spent four years fucking with not doing it yeah and so it's like i've

00:56:15.940 and the thing is it's like we don't even fear feeling we feel we fear feeling stupid at least for me

00:56:22.020 yeah i just like i don't want to feel like a or looking stupid yeah look yeah exactly yeah feeling

00:56:26.180 or looking stupid and so like if for me just knowing that that stat that i'm like i'm 20 hours

00:56:31.860 away from learning something that made it way not this like amorphous like how am i gonna learn how

00:56:37.220 to build i was like in 20 hours i could look at a week and be like here's four or five hour chunks

00:56:41.700 i'll learn it yeah i'll become proficient yeah and with youtube there literally are step-by-step

00:56:46.660 tutorials you didn't have to pay nowadays i could have just googled how to retargetable like i didn't

00:56:50.900 have that so i had to hire a guy to do it but like we could you could google it just do it and so um

00:56:58.260 there were two points i wanted to make when you're making the employee thing not to go like yeah but

00:57:02.980 you stay in poverty until you learn all the lessons that poverty has to teach you

00:57:06.500 and the first lesson of poverty is my fault

00:57:11.060 it's it like it's my fault that i'm here the second point that i wanted to make was with regards to

00:57:16.900 employees leveling up we talked about how like you want to network with people above you

00:57:22.580 you do all the work before the meeting you do it as though it were a paid project that someone had

00:57:28.580 hired you to do if you start doing the job that you want while also doing the job that you're paid for

00:57:36.820 you'll it will become inevitable that you will get that job because you're already doing it and so if

00:57:42.340 you front the work if if if if somebody on andy's team's like dude i think we should get on snapchat

00:57:46.820 i don't know if you're on set whatever i'm just making this up right and it's like dude i already

00:57:49.700 cut up the next 30 days worth of stuff already did this thing already did it there's two things

00:57:54.340 that'll happen one i can virtually guarantee you that he'd be like if you can run it run it

00:57:59.700 either he will give you a like dude because of the increase in responsibility i'll give you the

00:58:04.100 pay bump sure but the smart ones if you'd be like no i'm just here for the brand like you can

00:58:09.140 you can deny like you're smart you'll deny the short-term pay bump and you'll gain the long-term

00:58:15.300 goodwill because he will recognize you as a player and i'm telling you this is what the people in the

00:58:19.380 room like they see each other like he's a winner yeah like i already know it yeah like this is how

00:58:24.100 you do it this is how you move up and that's i love the word you said undeniable because like one of

00:58:28.740 the other rules of poverty is that no one wants you to be rich and no one's going to give you their

00:58:34.900 riches no yeah like no one wants you to be rich like you have to want to be rich and you have to

00:58:40.340 make it i mean this is steve martin thing where it's like you have to be so good that they can't

00:58:42.980 ignore you that's it and and when someone can't ignore you then everyone then acquiesces they

00:58:47.860 just comply they're like he's got you have to gain leverage over other people because of how much

00:58:53.220 better you are at the thing and then when you have the leverage you can do whatever you want

00:58:56.900 dude it's by the way i want to clarify i love my fucking employees these guys get it here we we

00:59:02.420 promote from within it's it's a it's a these guys get it um so but but like i'm talking about what i

00:59:09.620 observe in general and uh you know what you said dude like it's uh poverty it's there's very few

00:59:16.820 people on earth contrary to the social fucking environment that we live in uh and this is this

00:59:22.340 is the dose of reality that a lot of people don't like to hear there's very few people that aren't

00:59:26.820 exactly where they deserve to fucking be very fucking few very fucking few very few except

00:59:33.700 if you look on the internet everybody deserves to be better everybody deserves to be listen bro

00:59:40.020 you deserve what the fuck you got and because what you've done has produced what you have

00:59:45.220 now if you want something else you're going to have to do the things that produce the other thing

00:59:50.100 and then that will become what you deserve and so stop thinking of it that you deserve anything

00:59:54.900 because the reality is there's nobody out there that thinks you deserve fucking anything except

00:59:58.420 you that's a big problem in the culture dude we can't fucking sit here and say oh i deserve i

01:00:05.540 deserve i deserve look around you dude look at the car you drive look at your bank account look at

01:00:10.740 the person you're with look at where you live look all this shit that's what you fucking deserve

01:00:15.460 because that's the actions that's the result of the actions that you've taken to produce this

01:00:21.140 and the great thing is we live in this three-dimensional well it's more than three

01:00:25.460 dimensional if we want to actually talk about it that's the other episode well yeah we talk about

01:00:29.780 hope that's a whole different thing um we live in this multi-dimensional world that is a blank canvas

01:00:36.820 for us to create in and so like when you sit there and you say i deserve better but you're angry about what

01:00:43.860 you have now you've created a situation where you are not even capable of producing any better because you

01:00:50.500 think you're getting fucked on what you actually deserve which isn't even the truth the truth is

01:00:55.380 it's inputs and fucking outputs it's one plus one equals motherfucking two and there's nothing that

01:01:01.380 can change that there's not an opinion there's not a temper tantrum there's not a social movement

01:01:05.860 there's not a fucking hashtag there's nothing that can fucking change that and if you want a different

01:01:12.340 result then you must acknowledge it is my decision and my fault as to why i'm here and you

01:01:18.100 you could blame your fucking parents if you're young you're you could be 20 years old and listen

01:01:22.180 this be like well i didn't have much listen bro you may not have had much opportunity yet but take what

01:01:28.020 i'm saying now and apply it because it may not apply to you at 20 years old because maybe you are the

01:01:33.780 circumstances of an unhealthy environment maybe you were born into a shit situation there's lots of

01:01:39.780 people that were a whole lot of people in fact most people okay but the reality and what separates

01:01:45.620 people from staying there and people who escape that is not defining their identity as someone

01:01:55.060 who's being screwed saying i deserve better you don't deserve better you can create better but you

01:02:02.340 don't deserve it and by the way once you create it you still don't deserve it you're just producing a

01:02:06.820 result from the actions that you take yeah if you plant a fucking seed and you go out and water it

01:02:12.580 some shit's gonna grow it's that simple and that's how we have to look at reality because that's

01:02:18.260 actually how it works there's very few people out there that have been born into such a shitty

01:02:23.300 situation or have such shitty circumstances that they cannot move forward i'll say this in america

01:02:29.940 maybe other places but here in united states we have a scenario where we have a culture that feels

01:02:36.740 entitled to literally every luxury on the fucking planet for breathing and that is not how it works

01:02:43.860 at all and if you're going to live your life like that if you're going to continue to go down the path

01:02:50.020 of life thinking that because you're born you're special and you because you breathe you deserve to have

01:02:56.740 all these things that these other people have you're going to be disappointed and you're going to be

01:03:00.500 bitter and you're going to be frustrated and guess what you ain't gonna have shit ever that's how it works

01:03:06.260 so you know i it's hard for me because i understood this from the beginning like when i this was not

01:03:13.540 something i had to learn this was something i understood in the beginning when i was 19 years

01:03:18.500 old and i was broke as fuck and i spent my fucking only twelve thousand dollars that i had to start

01:03:25.540 supplement super stores which turned into fucking all kinds of different shit over the course of time

01:03:30.100 i did not expect anybody to fucking do anything for me i expected that okay i expected to be rich

01:03:37.860 in fucking a year because i was a stupid kid okay but after that year went by and i wasn't rich in fact

01:03:43.140 i still hadn't gotten paid here's how i looked at it i said well i got a year into this i don't want to

01:03:49.540 throw away that year all right so i do another year did another year still didn't get fucking paid

01:03:54.180 all right i looked at the same well now i got two years in this i know a little bit

01:03:58.980 still didn't get paid i got paid after my third year and i said okay well i got three years there

01:04:03.780 i'm starting to get paid i don't want to throw that away so i just kept fucking going and that's how i

01:04:08.520 ended up here and like when i say we're gonna do x and you guys think i'm full of shit i already know

01:04:15.520 it's gonna happen because i know how it works i know the game i know this is fucking chess not checkers i

01:04:21.400 know how to play fucking chess very fucking well at this point in time you know how i learned to

01:04:25.780 play chess bro i get my ass kicked by other motherfuckers to play chess better than me

01:04:29.800 all right and we go and we keep going we go and going and like now i consider like like yes there's

01:04:36.040 days of course where i'm like dude fuck this i don't want to do this shit but you know what i say

01:04:40.140 bro you got 24 years in this why the fuck would you throw that away you learned all this shit you got

01:04:45.580 all this opportunity now you have an opportunity to build something iconic you built a successful

01:04:50.160 company now you can build something iconic who has that opportunity not very many not very many

01:04:56.480 people ever get to that so like i just continue to roll it over roll it over all over but to say i

01:05:00.660 deserve it because i've been doing it for 24 years is an absurd statement it's fucking absurdity i don't

01:05:08.120 deserve shit i deserve exactly what produces from the inputs i put in and that is fucking it and like

01:05:15.460 dude if the whole world and like if you guys could understand this right now and operate this way for

01:05:20.100 the rest of your life you're going to have a successful fulfilling fucking life but this idea

01:05:24.720 of deserving because you breathe or earning because you put your time in those are those are those do

01:05:30.920 not compute in reality distortions yeah they are it's time in does not equal result skills equal result

01:05:38.720 and applied skills equal result not actually not even skills equal result applied skills equal result

01:05:44.220 i'm i'm super pumped that you said all the stuff about deserving because it's it's probably my

01:05:48.680 least favorite word in the english language like and i love that you clarified the point at the end

01:05:53.240 there which is like i've been doing this like because a lot of people like they said like you deserve i was

01:05:56.680 like i did it and they're like well you earned it i'm like no like i did these activities and this is

01:06:02.500 the outcome and i used to tell that to people because i was like i don't think i deserve to success

01:06:06.520 like i was like and that's not like a mental limitation in terms of like i've got sabotaging

01:06:11.060 thoughts or limiting beliefs it's like no like i don't think i does i don't think anyone deserves

01:06:16.300 success but what you can do is you can still do the stuff that gets it yeah it's like you don't

01:06:21.640 deserve the super hot girl that you want i was like you can still do the stuff that gets her yeah

01:06:25.600 right by the way when you eliminate the idea of deserving it it actually creates more gratitude for it

01:06:30.220 yeah okay so like when you when you when you don't deserve the success and you realize you don't

01:06:36.320 deserve it and you realize that it's a result of the of what you did here right now all of a sudden

01:06:41.740 you're like okay well i did this it created this i definitely don't deserve it but i'm very glad it's

01:06:46.100 here it's easy to be grateful yeah i want to talk about blaming power yeah let's do it so i said

01:06:52.520 first the first lesson of poverty is two words my fault right now i'm sure that there's there's

01:06:57.220 some people spinning their tops right now oh yeah on that idea and i want to i want to i want to lean

01:07:02.240 into this for a second because you may have suffered racial inequality you may have suffered

01:07:07.480 gender inequality you may have been born in bangladesh you may have been born you know i mean like we can

01:07:11.420 you may have had your uncle rape you every single day as a child that's fucked up i am not denying it

01:07:17.760 but where you place the blame is where the power goes and so i had this realization when i was 19 years

01:07:24.360 old i was a very angry kid um and i blamed my parents for who i was where i was etc and i resented

01:07:31.640 both of my parents at that time in my life pretty hardcore did not like them and i had this realization

01:07:36.640 that i was blaming them for my life and then what that meant was because i translated because i had to

01:07:44.040 hit my own ego on this i was like then that means that they're the ones who have power over me

01:07:49.100 these people that i don't at the time that i don't like i'm giving them the power over me not being

01:07:55.940 successful and so wherever you point the finger of blame is where the power goes until eventually it

01:08:02.040 points at your chest that's when the first day of your like real life begins because you're like

01:08:07.060 you know what all these things happen i had all of these things that were unequal or unfair or

01:08:11.980 whatever you want to call it the terrible uncle thing horrible comma i'm still here you're still

01:08:18.540 there yeah you're still here and first real entrepreneurship use what you got right and so

01:08:24.000 if you can accept that it is your fault it's an awful way of saying it's your responsibility

01:08:28.020 because like if you blame the parent you blame the uncle you blame your race and i know i'm going to

01:08:32.600 get a lot of heat on that because i'm because i'm not here you want that's written on that's

01:08:35.420 right but the thing is is that like if you blame that then it means that that's where you put the

01:08:39.100 power yeah and so it's like that a hundred percent i know it a hundred percent may be true

01:08:44.100 comma so what so what now what you have no yeah you have no now what okay we all acknowledge it now

01:08:50.860 what it's as simple as it gets dude and like what are you gonna do spend your whole fucking life

01:08:56.300 telling that fucking sad story right that that honestly all your friends and family are fucking

01:09:00.880 tired of hearing anyway like they really are like i've been talking about my shoulder being

01:09:04.780 fucked up for fucking two years now 18 months and it's a legitimate thing i have my shoulder

01:09:09.740 completely reconstructed i fucking lost my entire physique i've been working my fucking ass off and

01:09:14.900 i had thing after thing after thing happened to me in a row and it's a fucking terrible shit story

01:09:19.340 but you know what i'm not 350 pounds like i fucking used to be uh i'm in pretty good fucking

01:09:24.460 shape and i consider that a massive test pass what am i gonna do now for the rest of time am i

01:09:31.300 gonna so am i gonna quit training and i'm gonna quit lifting and i'm gonna say shoulder yeah like

01:09:37.180 what are you gonna do like that's some weak ass shit dude like that's why i haven't even been

01:09:40.860 talking about it on my fucking stories like because i'm like god i'm fucking tired here

01:09:45.680 you know what i'm saying like and dude the truth of the matter is too alex is like all of you guys

01:09:51.860 listening that you guys have these excuse and yeah the mountain's gonna be big it's gonna fucking

01:09:57.440 take some time to climb but there's people who have like not only like people there's not like one or

01:10:03.500 two people there's fucking thousands probably millions of people who have faced the same exact

01:10:10.380 adversity if not worse that have become what it is that you were looking to become so if they could

01:10:16.540 fucking do that after going through all the same exact shit even worse shit yeah then what the fuck

01:10:22.260 are we talking about that means it's possible that means it's actually a very real thing what one

01:10:28.480 man can do another can do it's a real fucking thing and the disadvantages that you have right

01:10:33.900 now if you think about yourself as the hero of your own story right what creates the strength of

01:10:40.560 the hero the obstacle the monster the bigger the monster the bigger the hero right and so i remember

01:10:47.500 in the early days um when i was i was really going through it um i used to tell myself that this

01:10:52.880 was going to be part of the story i would tell and so like the the many disadvantages that you have

01:10:58.260 become advantages to the story that you have because sure if you allow them to white guy born to

01:11:04.620 well-off dad you know what i mean he's a doctor you know yeah cool that was my life and i had so here's

01:11:10.700 a story i will never be able to tell i'll never be able to say that i was a black man born in africa

01:11:16.060 who made it although i can't who got who was you know an orphan and had been raped and some in kid

01:11:23.220 i can never tell that story but there is a guy who can and so like if you have those disadvantages to

01:11:30.180 you you become you can become the hero of that story and you become a bigger hero than i am or

01:11:35.940 andy could be because of the things that you were that you had the opportunity to overcome and so like

01:11:42.060 that becomes the part of the story that you can tell and those becomes the monsters that you slay and

01:11:45.760 also pave the path for everybody behind you who doesn't think it's possible that's the key the

01:11:50.820 key is that last part why not work to be the example of the person who overcomes the shit so

01:11:57.300 that other people who are in your scenario will see you as a guide through the fucking forest of how

01:12:03.900 to get from where you are to where you want to be like bro what's more noble than that i just i don't

01:12:10.240 think i don't think there's much more noble than that like by creating a life that guides other

01:12:15.740 people out of their fucking shit into the life they want to live through your own story not your

01:12:21.340 made-up shit not the fucking fake i'm standing in front of my fucking huracan and this is my story

01:12:27.160 bullshit i'm talking about your real fucking story your real shit dave stewart here in st louis

01:12:34.040 black man you know that dave stewart is grew up group black black man grew up one probably the richest

01:12:40.720 dude in this in this city he i mean i would say in the midwest for sure dude grew up up in fucking

01:12:45.680 north st louis and ferguson one of the fucking shittiest parts of the entire you all know ferguson

01:12:50.180 y'all heard of it before because we've had fucking riots here um what great area actually great people

01:12:56.960 in that area but it has been known to be a very rough area historically and it was a rough area for

01:13:02.740 that man during that time and this dude has come through now he he's a little bit older now but he

01:13:08.580 he's built worldwide technologies he's overcome all kinds of shit and this dude has with his life

01:13:14.840 experience painted a real fucking path for other black men who come from those neighborhoods to

01:13:22.280 believe that they can actually do similar things what is more noble than that what the fuck is more

01:13:28.660 noble than that and he's also paid at the same time like he's fucking he's he's fucking loaded

01:13:33.040 yeah you know i'm saying no i think he's the wealthiest student st louis by a lot there's a lot

01:13:38.440 yeah but i mean dude like your your obstacles and your overcoming is the nobility like there is no

01:13:46.640 nobility in victimhood bro there's a tension in victimhood there's fucking shares in victimhood

01:13:51.900 there's fucking fake comments in victimhood let me tell you online that's not even the real world

01:13:56.440 let me tell you something dude like when you start telling that sad ass story on instagram dude and you

01:14:01.560 get those likes and those comments those aren't the likes and comments that you actually want in fact

01:14:06.480 most of those people probably wish you shut the fuck up i'm being real because i know i do when i see

01:14:12.320 you motherfuckers bitch on there over and over and over and over and over and over and over and over

01:14:15.960 and over and over and over about the same fucking shit over and over and over and over and over

01:14:19.520 like i'm like shut the fuck up dude what'd you do about it like and and i'm not i'm just the one

01:14:25.140 telling you that like everybody else thinks it you know you guys are all like oh andy says what

01:14:29.240 everybody's thinking well i'm telling you right now that's what the fuck people think and then

01:14:33.400 they think when you like want to hang out and you want to fuck they're like i'm not fucking hanging

01:14:38.820 out with that person that person's a drag they suck the energy right out of me like dude there's

01:14:43.680 no nobility in that there's no nobility staying a victim there's no nobility and and me telling a

01:14:49.780 story of how i got stabbed uh fucking 20 years ago which actually is coming up 20 years this year

01:14:56.560 uh and talking about how it ruined my life for 20 fucking years i could have chosen and said oh

01:15:03.220 dude uh you know this dude fucking stabbed me and this shit happened and i could say it fucked up my

01:15:08.380 life it gave me uh ptsd gave me concussion syndrome which it fucking did i got white lesions all over

01:15:14.620 my fucking brain because of it i gotta live with that shit my whole life okay i can fucking tell

01:15:19.360 that story and everybody every single person would be justified he'd be like fuck that's some

01:15:22.420 fucked up shit right but what the fuck else would it do i'd be the person i'd be the old man now who

01:15:30.840 doesn't have shit who doesn't have fucking anything who's not out here you know hopefully you know some

01:15:36.460 of you guys have been inspired by me i'm not doing that shit because i i believe my own story and i

01:15:41.180 stay in that spot you can't stay in that spot dude it's a bad fucking spot to be and there's no

01:15:46.280 nobility in it the only nobility cup and there's no nobility in fucking pacifying it either the

01:15:50.960 nobility comes in overcoming the nobility comes in creating such it's what you said success is the

01:15:57.040 only revenge it's not the ultimate revenge it's the only fucking revenge that the path that you're

01:16:02.220 on that you're trying to create you getting to that point where it's undeniable that you have

01:16:07.440 achieved that to where every single human being that has ever fucked with you whatsoever

01:16:11.460 that that thought there's no way it's not going to happen there's no way they're going to do that

01:16:16.700 which by the way i've been told all of it my whole fucking life i don't have to say a motherfucking

01:16:21.780 word anymore i don't have to say anything i don't have to talk shit i don't have to say hey watch what

01:16:27.120 i do or this is day one or wait until you see me motherfuckers just know they know okay and because

01:16:34.320 they know and because that story is undeniable other people that come from the same fucking hood i came

01:16:40.200 from over here in south st louis those people look at that and they say fuck dude if that dude did it

01:16:45.300 i could fucking do it and that's the whole point that's the whole point of the journey we're on dude

01:16:50.080 because stories are passed down generationally they're not it's not just about us it's not just

01:16:56.980 about what's going on today it's not just about your instagram following it's about what fucking life

01:17:01.940 are you actually living and what message does that life send and how does it actually affect the people

01:17:07.620 coming behind you because dude to me you know i'm i'm a little bit older than than you and uh a

01:17:13.360 little bit older than probably a lot of you guys listening like that's all i really think about

01:17:17.620 anymore like i don't think about like what can i get what can i do what i think about like all right

01:17:21.980 fuck dude how can i make this so great that people fucking are inspired by it not not in a little way

01:17:27.980 but in a massive way how can it change people's lives by just living that story and like dude you guys

01:17:32.820 all every single human being listening to this right now has that opportunity bro you have a

01:17:37.940 blank canvas you have a blank canvas in front of your fucking face that you get to create with

01:17:42.080 and a lot of you motherfuckers are ruining it because you're sitting there saying i deserve better

01:17:45.740 well then do better it's that simple you can spend the same energy justifying your victimhood is

01:17:52.440 justifying your success yeah man you ain't right you ain't wrong about that or any other shit you said

01:17:59.640 today so anyway dude we're going on three hours man this is like a record for us uh any closing

01:18:07.880 thoughts man i really appreciate you making the time to come out and be on the show dude i was

01:18:15.280 i was texting uh andy like a little kid i was like 14 days yeah like well i was i was reciprocating

01:18:22.180 those texts because i was just excited in fact i told dj that today i said dude i i'm excited to do

01:18:27.100 this show with alex because i truly believe bro um out of all the people i've come across

01:18:33.360 that you have one of the best entrepreneur brains going out there and uh you know that i i i mean

01:18:40.260 that shit like it is very obvious like it's from an operator to an operator right like like there's

01:18:46.060 guys that that have put out content you're like yeah that's true that's good stuff like that's good

01:18:49.980 then there's guys and there's people that put out content that most people are like what the fuck does

01:18:54.280 that mean and you can only really understand it if you're actually operating and uh you're one of

01:18:59.440 those guys man i appreciate everything you do and all the content you put out and uh i i think it's

01:19:04.160 what you've done is fucking amazing and it's cool as fuck to like be your friend and like just hear

01:19:08.500 all this shit dude because like it's very it's very parallel to my journey like very very very

01:19:14.500 parallel it's fucking cool dude well i'm incredibly honored to be here i was looking forward to it

01:19:20.020 a ton um i mean you're you're an inspiration in terms of what you have built like you will build

01:19:27.380 the iconic company because you won't stop i don't know i do nothing else right yeah and and i think

01:19:34.040 you know for the audience on a long enough time horizon if you gain the repetitions you can't so i'm

01:19:42.100 going to redefine success real quick so if you think about any worthwhile endeavor they're actually not

01:19:47.540 finite games they're infinite games and so a finite game simon sinek popularized this a little bit but

01:19:52.520 i'll just recap it real quick a finite game is where you have known players agreed upon rules and agreed

01:19:59.040 upon way of winning an infinite game is a game where there are known and unknown players there are no

01:20:04.680 rules and the only point of the game is to keep the game going and so where people fail is that they

01:20:10.020 apply a finite construct to an infinite game so like the u.s lost in vietnam because vietnam was just

01:20:17.080 trying to stay alive that was all they were trying to do they weren't trying to win they weren't going

01:20:20.360 to stop trying to stay alive exactly and so we tried to have a finite outcome to an infinite game

01:20:25.220 that's why we lost and so people try like most games worth playing you can't win you can only play

01:20:31.180 so marriage for example you're not going to win marriage you the point of marriage is to keep the

01:20:37.100 marriage going at health you don't win health the point of getting healthy being in shape is to stay

01:20:43.240 in shape and you don't win at business the point is to stay in business and to stay in the game and

01:20:49.700 to keep playing and i think when i redefined that all of a sudden i realized that by being in the arena

01:20:54.680 i was a success and so i was able to enjoy the fact that by that definition of success i was winning

01:21:01.880 and so i think if if we are able to and anyone who's listening is able to remove the expectation of

01:21:07.040 some finite outcome that's going to happen because i promise you all of us here in this room have achieved

01:21:10.860 some goal and then we just move the goalpost right and it's more just a game you play with yourself

01:21:14.520 just like you when you're on the cardio machine and you're like okay 30 minutes is three tens you're

01:21:18.800 like okay it's five sixes you play the game but the thing is is like with with all of the games that

01:21:24.480 are worth playing they the fact that you can play them is what makes them worth the effort and so i

01:21:30.340 think that if you if you can redefine that then it means you can't lose and if you have a fear of

01:21:34.500 failure making your games infinite games guarantees victory i love that dude it's fucking true too

01:21:43.080 i spent the first 18 years being in business not realizing that i could have enjoyed that entire

01:21:51.300 process you know what i'm saying yeah because because i lack that perspective that you just said

01:21:58.320 i could have enjoyed that entire process because i'm still going to get there can i throw something

01:22:02.400 else in real quick yeah so um old person said this what you don't realize when you're young

01:22:09.060 is it it's always the good old days yeah that like for some reason that like hit me because i was like

01:22:15.180 i think you know i talk about the time when i was sleeping on the gym floor and at that point i was

01:22:18.660 like this does not feel like the good old days but when i was a little more successful i was like man

01:22:21.800 i remember when i was sleeping on the floor when i had like six gyms before i lost it all again right

01:22:24.960 and then going through all the shit that happened that you heard you know the beginning of this podcast

01:22:28.340 like i was like man this is horrible i can't breathe right but then like i look back on that i'm like

01:22:33.040 man those are the good old days like i was forging me you know at that time yeah and so it's trying

01:22:38.140 to put on my hat of saying like right now i'm in the good old days yeah of future me yeah and that's

01:22:44.220 been like a really helpful frame in terms of thinking like how to enjoy it a little bit more

01:22:48.380 and the other way i've tried to think through this i'm gonna give you a couple things that have

01:22:53.200 helped the audience um or helped me a lot but i'm up i struggle with gratitude i'm not i'm not

01:22:59.960 good at it yeah and so i've had to come up with these things and so i i have to focus on it too

01:23:03.560 yeah yeah one of them was um whatever we're doing right now many times it might be the last time you

01:23:09.200 do it like i i my last sleepover i think i was 11 years old or something with a friend if i had

01:23:14.080 known that that was the last sleepover i was ever gonna have probably would appreciate it more but

01:23:18.340 there's a lot of lasts that we do before we die we think that when we die like that's it like

01:23:21.680 the last time you might go to europe and like backpack might be in your 20s yeah and like i'm

01:23:25.980 never gonna backpack in europe like i accepted that i was like it's never gonna happen i'm just

01:23:28.600 at a point like it's not gonna happen and so i was like wow i missed that like that's it's never

01:23:33.180 gonna happen and if you're in that whatever your phase is there's these things that will be your

01:23:37.180 lasts and if you can appreciate them for that they just taste a little bit sweeter and the last

01:23:42.220 frame that's helped me out is i call it the grandfather frame but try this out one time even like if

01:23:46.400 you're driving or you're working out right now imagine you're your 85 year old self like you're

01:23:52.280 really old and that you woke up today in your body as it currently is it's a weird it's like it's it's

01:23:58.980 kind of trippy to think about it but like if you're 85 years old and i'm actually here like i zoomed into

01:24:03.220 this moment dude that's fucking awesome no i'd be like andy's so young yeah because i remember because

01:24:08.780 i'm 85 yeah and i know what you look like when you're 85 it's like dude man my knees don't hurt you

01:24:13.140 know what i mean yeah my my shoulders are right and i look at layla i remember when we were this

01:24:17.440 young right man we were just getting you know we were just building acquisition to hire we're just

01:24:20.560 in our first or second year like this is so cool like and all of a sudden my morning coffee becomes

01:24:25.960 this reliving of a moment that i have when i'm 85 years old and it's just been something that's like

01:24:31.000 i try and practice these things because i think they're like muscles like you just try and keep

01:24:34.320 remembering those frames and so like i think that if you can practice those while you're in the game and

01:24:40.260 in the arena it makes it a little sweeter even the very painful losses well i love that dude that's

01:24:47.500 that's an awesome perspective i that's i've never even thought about like that i struggle with that

01:24:53.620 shit too i think when you're ambitious bro it's hard to it's you struggle with gratitude yeah it's

01:24:57.660 hard to be satisfied when you want more well brother thank you so much for sharing everything today

01:25:02.540 it's awesome to have you on the show i'd love to have you back sometime for sure i know we'll do that

01:25:07.340 um guys i appreciate you guys tuning in alex where can they follow you where are you doing

01:25:13.840 most of your stuff uh the deepest stuff is the podcast so the game um just type in my name alex

01:25:19.600 ramosi the game um wherever you listen that's the one i have a youtube channel that's i'm pretty active

01:25:23.800 on um so that's a lot a lot of my like my longest stuff is youtube and podcasts um but if you just

01:25:30.080 want to like check out some of the short stuff uh instagram twitter i'm super active on twitter me

01:25:34.720 personally like i tweet all the time yeah um just because i think i'm fancy and i write words

01:25:39.160 yeah um so yeah if you're on twitter which no words are fancy yeah but yeah i'm on most major

01:25:46.420 platforms but if you like the longer deeper stuff uh youtube and podcasts are the place to go and i

01:25:50.060 have a the hundred dollar offers book which right now i think has 12 000 five stars on amazon so

01:25:55.600 it's 99 cents so that's not like and amazon keeps 66 of it that's not my you know my get rich on there

01:26:01.700 but like hopefully it'll help it's helped a lot of people make more money with their business

01:26:04.860 well guys if you're unfamiliar with alex you are now a little bit more familiar and i believe

01:26:09.500 100 that you'll find value in the things that he does uh bro again thank you so much for making the

01:26:15.100 trip out uh guys that's the show i appreciate you guys i love you guys uh please pay the fee on this

01:26:21.700 one i know that you definitely got value on this if you didn't you're full of shit all right so uh

01:26:26.900 so please pay the fee let's share this out there and uh i'll see you guys next time

01:26:31.000 went from sleeping on the floor now my jewelry box froze fuck a pole fuck a stole counted millions

01:26:38.260 in the code bad bitch booted swole got her on bankroll can't fold doesn't know headshot case close

01:26:45.740 you

REAL AF with Andy Frisella - March 10, 2023

485. Part 2 - The Process Of Building An Empire Ft. Alex Hormozi

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