REAL AF with Andy Frisella - Every Business is a Small Town Business, with Andy Frisella - MFCEO17

00:00:00.000 What's up guys you're listening to the MF CEO project I'm Andy and I am the motherfucking 0.78

00:00:23.260 CEO I'm here with my co-host Ben Newman what's up Ben what's going on Andy how you doing I'm 0.73

00:00:27.700 doing great you're looking handsome hey I appreciate that Vaughn I'm growing the beard back out I know

00:00:32.540 that's that must be what it is man Vaughn you're always handsome Vaughn the impaler I'm working on

00:00:37.260 the pastor of disaster I'm working on the bible rap man you are I'm working on it I'm gonna drop 1.00

00:00:41.920 it you're oh you are dude I would give a lot of money to see him dance what do you think Ben you

00:00:50.160 think we might dance tonight hey listen listen you need to picture Billy Crystal doing the white man's

00:00:54.540 overbite oh dude you know it's awesome Tyler what's up dude yeah what's up guys I'm still I'm

00:00:59.980 still a little bit hung over from uh our our dinner Saturday night I'm not gonna lie oh the one where

00:01:04.780 your wife texts me like two minutes after you left she's like oh my god I totally forgot to pay the 1.00

00:01:09.200 bill yeah we were out with Tyler and his buddies and uh and we skipped out on the bill it actually

00:01:14.640 felt kind of good at the pay I'm not gonna lie well you know I had to laugh after we talked about you

00:01:19.640 know half naked uh posts on Instagram and here Tyler is showing everybody his boobs he's always 0.99

00:01:25.040 showing his boobs yeah yeah he's got nice man boobies and he gives me shit for it all the time 0.99

00:01:29.100 but I keep doing it yeah I do what I want yeah yeah I think your Instagram following tripled right 0.99

00:01:33.160 after that it went from one to three yeah exactly exactly so all right look this is this is usually

00:01:39.800 when we do the question of the day but I've got more of a statement um we have some special guests in

00:01:45.680 from out of town um if you follow me on Periscope at Andy for Sella you know that I'm always uh I'm

00:01:51.380 always on Periscope doing little mini episodes of the MSCEO project and one of the things I did

00:01:56.280 recently was I had a contest to actually bring people in from out of town uh let them sit in we're

00:02:02.060 going to talk about business a little bit later on spend some one-on-one time go hang out go get

00:02:06.040 some dinner um and spend the day with so so we have in studio today we have Wesley from Baton Rouge

00:02:11.920 we have John from Charlotte North Carolina and we have Kathy from Spokane Washington and we got

00:02:17.100 talking about the question of the day um and what it was going to be because believe it or not

00:02:23.180 we don't schedule that out it's just something that we come up with on the spot and we didn't have

00:02:27.600 one and uh and we started talking about what

00:02:33.360 what it means to basically stay motivated or stay into your business through the different seasons

00:02:42.580 of your life and it's not really a question but I have to say man you know when you think I was

00:02:48.240 thinking about this today honestly driving down the road because when you're first starting a business

00:02:53.700 it's very easy to stay hungry it's easy it's easy to be hungry it's easy to be motivated it's easy to be 0.97

00:02:59.340 on top of your shit whenever you don't have anything you know what I mean it's it's easy to 0.98

00:03:04.660 say dude I'm so hungry I want this I want this I want this um and then when you start to actually 0.99

00:03:08.960 have a little bit of that success you know most people their hunger goes away a little bit it's a

00:03:14.660 natural reaction and they don't work as hard they don't do the little things as well um and they

00:03:20.560 don't stay motivated the way that they were when they were you know starving um and what impresses me

00:03:27.040 about true entrepreneurs is people who who keep that hunger from the day one all the way to you

00:03:36.480 know the end of their life really because I believe that a true entrepreneur never really gets to a

00:03:41.460 place where they say oh I'm done you know it's it's a journey it's something that uh you make a part 0.97

00:03:47.800 of your life it's who you are and it becomes not about money but it's about fucking winning you know 0.90

00:03:51.840 what I mean so it's interesting to me and I guess instead of a question of the day it's more of a 0.92

00:03:57.020 statement that I'd like to hear you guys your take on but it's interesting to me

00:04:03.580 how certain people maintain that hunger versus certain people's you know ability to get complacent

00:04:14.360 you know once they have a couple little things like you know they might drive a nice car they

00:04:18.280 might have a boat they might have a house they might have enough money in the bank to do whatever

00:04:21.140 they want to do and that becomes the end of their you know aggressive and what do you think the

00:04:28.360 difference is between those two groups of people I mean for me I think it's when you identify and you

00:04:33.980 surrender to a purpose that's bigger than you it becomes about tradition it becomes about legacy

00:04:38.480 this past Saturday some of you maybe saw on Periscope or saw on other you know Instagram I had the

00:04:45.040 opportunity to be with the North Dakota State Bison and this is a football team that's won four

00:04:49.400 straight national championships but 12 national championships in its history 31 conference

00:04:55.680 championships and the second most wins in the history of college football well how do you explain

00:05:00.420 that right it's a consistency of tradition when somebody puts on that uniform they know the uniform

00:05:07.240 they know the responsibility and it's a commitment to excellence and there's two doors if you guys can

00:05:12.480 picture this and I put it up on Instagram if you check it out at continued fight there's two doors

00:05:16.900 that say if you stay you will become a champion so that's an expectation for anybody that puts on

00:05:21.760 that uniform so I think when you set an expectation and a standard then you're going to continue to

00:05:26.960 work for it no matter how many times you get knocked down or even if you have one bad season

00:05:31.000 yeah I would just add that I think the people that excel long term are the ones that know deep down

00:05:37.140 the things that really satisfy in life so in other words if your whole motivation from beginning to end

00:05:43.080 is to make money once you make money then you lose motivation but if but if deep down your your

00:05:49.400 motivation is to do something big and to build something really special that's going to satisfy

00:05:54.600 and that's going to continue to satisfy in a way that money can't so I think I think the people that

00:05:59.280 that succeed long terms are the ones that know deep down the things that really satisfy yeah and and

00:06:05.220 even though I pose the question you know I want to add my two cents on it you know to me a real

00:06:10.340 entrepreneur an entrepreneur is someone who is genuinely in love with the process of being an

00:06:17.600 entrepreneur okay there's plenty of people that claim to be entrepreneurs or they're an entrepreneur

00:06:22.640 and then they sold their business and they do nothing I don't consider those people entrepreneurs I just

00:06:27.500 don't I consider those people business people who who did accomplish whatever was you know whatever

00:06:34.140 their end game was they accomplish that that's great but that's not an entrepreneur an entrepreneur

00:06:37.720 is somebody who cannot sit still who cannot keep moving forward who cannot keep progressing cannot

00:06:43.640 keep improving it's in their blood it's part of who they are they do it for the win they don't do it

00:06:48.640 for the money and when I say the win that's going to be the purpose that's going to be um you know and 0.96

00:06:54.200 the funny thing is is all this all this shit goes together as a big web of like what creates success

00:07:00.220 because when you define your purpose and you're aggressive against your purpose for years and years and years and years 0.98

00:07:06.860 first of all you don't get burned out second of all you get people following you because it develops a

00:07:12.480 tremendous culture okay third of all you you start providing the solutions with passion that you're

00:07:18.420 looking to provide and fourth the money comes automatically so you know when people say you know

00:07:25.980 you know how do you keep the motivation through the different phases of your life I think a real

00:07:31.640 entrepreneur is going to automatically have that as part of them no matter what and certain people do

00:07:37.060 business because they need a means to an end I think a real entrepreneur is just an entrepreneur

00:07:42.520 they're just going to always be minded that way you know it's always about putting the puzzle pieces

00:07:46.640 together solving a problem building something creating something moving forward and uh you know and and

00:07:53.940 rarely have I met an entrepreneur that focuses on the money you know they just don't they focus on the

00:07:59.480 process they focus on the passion they focus on the the problems that need to be solved and the money

00:08:04.080 comes automatically you know that leads to a related question that I'd be here interested to hear what

00:08:08.000 you have to say that a lot of people are lured by the idea of starting their own business because

00:08:13.520 they rightly conclude that there's probably a good chance that they're going to make more money

00:08:18.040 working for themselves than working for somebody else but what you're saying is is that one of the

00:08:23.260 questions to ask yourself before you do that are are you the kind of person that is really wired

00:08:27.660 to enjoy the pursuit of success or is this just about money because if it's just about money you're

00:08:32.960 not really an entrepreneur I always weed those people out by people that talk to me in terms of

00:08:35.980 this I want to retire at the age of 35 I want to retire at the age of 40 retire and do what the 1.00

00:08:43.060 fuck you're gonna do all day you're gonna sit around watch fucking a team fucking beat off to 1.00

00:08:49.820 internet porn the fuck out of here you're not an entrepreneur you know what I'm saying 1.00

00:08:54.240 absolutely entrepreneurs fucking it's not about selling out sure you may sell a business and move 1.00

00:08:59.420 on to another business and use the skills that you learn in the first business to create a second 0.97

00:09:03.420 one but but the idea of I'm retired or I'm gonna stop dude my dad sold his business and he retired

00:09:09.680 and he's been miserable ever since you know why because he bought into the idea of retirement and

00:09:14.800 dude you know what if you want to check out some somebody who has a cool perspective on retirement

00:09:18.400 check out Tim Ferriss um the four-hour work week if anybody's read it he's got a really cool

00:09:23.820 perspective on retirement and it's like deferred retirement over the course of your life you know

00:09:28.000 the whole idea that you're gonna save up enough money by the time you're 35 or 40 to live the rest

00:09:32.840 of your life is ridiculous anyway based on the inflation and in currency in the first place you 0.98

00:09:37.820 know your currency that's worth a dollar at 40 is going to be worth 30 cents at fucking 70 0.99

00:09:41.840 doesn't make sense so the same quality of life cannot be bought with the same amount of money

00:09:45.920 so his solution is to spread retirement over the course of your life in short bursts it's it's

00:09:51.340 cool it's not how I do it but you know my goal is just to keep doing shit but it's definitely a

00:09:56.740 different perspective that makes more sense than trying to like quit I mean how many beers can you 0.98

00:10:01.320 have on the beach how many fucking you know margaritas can you drink how many cigars can you 0.98

00:10:06.600 smoke you know what I'm saying it also assumes that laying around on the beach doing nothing is 0.97

00:10:11.940 actually more satisfying than building something or creating something special

00:10:15.880 dude it's I have a hard time sitting still on a Saturday afternoon much less you know at 36

00:10:23.640 years old saying that I'm just gonna sit on a beach for the rest of my life that's what I'm saying

00:10:27.220 smoking a cigar if I go on a vacation which is rare like once every two or three years I go I mean I

00:10:32.780 could go on vacation once a month every month like and it wouldn't affect my business I go once every

00:10:38.580 two or three years and by this third day I want to come home and most of the time when I go on

00:10:42.960 vacation I fly home early that's the truth you know what I mean because dude you have to love

00:10:48.680 what you're doing and if you don't you're in the wrong spot I don't know yeah it's an interesting

00:10:55.100 topic it is we could stop now yeah no shit you know we we really could talk about that all day we could 0.73

00:11:03.540 talk about you know what drives people what keeps people motivated this that the other and the reality 0.97

00:11:09.300 is it doesn't matter you know if you if you're if your goal is to make x amount of dollars so you

00:11:14.520 can live the rest of your life doing whatever I'm not judging you or saying that's wrong I'm just saying

00:11:20.720 I don't consider it to be an entrepreneur I consider that to be a problem solver who is a means to an end

00:11:25.960 type of business owner but you better make damn sure that whatever amount of money it is you sold your

00:11:31.900 business for is enough to cover the amount of of currency fluctuation it's going to happen over the

00:11:38.080 course of your life most people don't think about that but when I think about when you talk about

00:11:42.320 success being reaching your true potential in your life I mean you just stop at some point in time you

00:11:46.780 stop reaching your potential there's no purpose how many I know 10 people off top of my head I can 0.99

00:11:52.320 name them sold their businesses they're fucking miserable and they have all the money that they 1.00

00:11:56.260 need you know what I mean that's why you read this shit about people who are like oh dude the guy's 1.00

00:12:00.860 got all the money in the world but he's so depressed because he has no purpose you know what I mean 0.98

00:12:05.420 and that's what your dad talked about when we had the episode he talked about there was just no

00:12:08.520 purpose as soon as he sold the business right and you don't realize that when you're in it you know

00:12:12.280 what I mean so well I know that the uh this is not the topic and that we're going to get into the

00:12:18.020 topic in just a second so I figured now is as good a time as any to tell people that if you want to go

00:12:23.380 get the uh the show notes for this episode go to themfceo.com forward slash p17 and uh are we

00:12:33.780 announcing some other things on the website right now some things that we might be going to announce

00:12:40.640 it yeah well you go ahead and the pastor of disaster well the do it anyway tour is now live

00:12:46.980 on the uh on the website and if you go to uh www.themfceo.com forward slash do it anyway that'll

00:12:55.840 take you right to the page where you can buy tickets for the tour and ben you want to run down just

00:13:00.840 you don't have to go go through all of them but just a couple of the tell people what the do it

00:13:04.720 anyway tour is oh yeah that's a good idea yeah so Andy and I got together and I think it was really

00:13:09.480 the connection we first shared the stage at summer smash and really when Vaughn you first connected

00:13:13.560 the two of us and it was this deep connection to not candy coating things giving it the right way

00:13:18.900 exactly what you're getting right here as you listen to the mfceo project podcast and to go out

00:13:24.300 and to be with the listeners live and to help you really dig deep on what you want in your life

00:13:30.020 but like the real things that you want in your life this is not a you know Andy's going to pump

00:13:34.320 you up I'm going to pump you up this is like something you have never seen before this is

00:13:38.140 substance this is a plan and you are walking away with a deeper sense of purpose where you want to go

00:13:43.900 and a clearly defined plan as to how you're going to get there and with each stop we're going to have

00:13:48.840 a special guest speaker so this is going to be like nothing you have ever had the opportunity to

00:13:53.040 be a part of and Andy and I are fired up to take this all across the world starting with the kickoff

00:13:57.760 November 6th at Bush Stadium here in St. Louis Missouri and then we'll be headed to Toronto

00:14:04.540 Canada January the 15th and then Miami February the 6th Orlando February the 7th and then that takes

00:14:12.280 us through the 12 dates finishing in August with a huge exclusive event in Las Vegas yeah so you can

00:14:18.180 you can go to the website you can either go the mfceo.com forward slash do it anyway or you can go to the

00:14:24.660 website just click on speaking there's a drop down box that says uh do it anyway tour 2015

00:14:30.620 click on that and it'll I mean it's a very simple process to purchase your your tickets so yeah let's

00:14:38.060 move on let's yeah let's get to the topic you know we've been sitting here kind of bullshitting enough 0.57

00:14:41.860 um guys today look we get tons of questions on the ask Andy at the mfceo um email we have tons of things

00:14:50.560 that you know we could go through and usually we take a minute or two um to talk about certain little

00:14:57.840 aspects of business and we bullet point them out today I'm going to change it up a little bit I'm

00:15:01.780 going to talk about big picture things we're going to go macro we're going to take a 10,000 foot view

00:15:06.400 and talk to you about why people buy and how people buy versus what you probably think the reason are

00:15:15.180 why people buy okay um and it's all going to tie into what I always talk about is to do the right

00:15:22.700 thing economy okay we talk about doing the right thing uh creating value creating a situation where

00:15:28.980 you provide solutions and the money comes and if you do that with integrity things take care of

00:15:34.360 themselves okay and we're going to talk about exactly the science the the scientific empirical

00:15:40.660 process of why that is okay um if you watch me on periscope I've periscoped about this a number of

00:15:48.820 times but um we're going to do the podcast basically on on why people buy and why it's important for you

00:15:55.540 to focus on your own brand why it's important for you to understand influencer marketing why it's

00:16:00.740 important for you to do the right fucking thing all right so so when you say a big picture view are you 0.91

00:16:06.380 talking about like you're we're going to tackle like a whole philosophy of how you run your business 0.96

00:16:10.020 pretty much so basically guys here's the rundown and try to follow along it would probably be easier 0.70

00:16:14.840 if you were looking at me but uh because I talk with my hands I tend to do all this weird shit

00:16:19.360 but follow along with what I'm saying okay so back in the 1800s when business was first you know let's

00:16:27.480 say the United States was just getting started things were just getting going free market enterprise

00:16:32.380 was really capitalism was was starting to become the thing okay and and small town USA you had

00:16:39.160 Mr. Fursella's general store all right and in Mr. Fursella's general store he sold all the goodies

00:16:45.320 he sold guns he sold tack which is saddles and things that have to do with horses he sold uh all

00:16:51.820 the candy sold you know bullets he sold uh powder milk whatever you needed to get along with your day

00:16:58.820 back then okay um and you would go into Mr. Fursella's store and you say hey how you doing Mr.

00:17:05.520 Johnson it's good to see you what can I help you with well you know I need this special sort of uh

00:17:10.580 the special sort of bullet for this gun oh man you know what we don't have that we we don't we don't

00:17:16.320 actually have that let me see if I can get that for you all right and Mr. Fursella goes back and he

00:17:21.000 looks at his catalog he says you know what I can get that for you it's going to be a couple days

00:17:24.680 Mr. Johnson says hey thank you very much you know I'll I'll come back in a couple days you know

00:17:28.860 there was no internet couldn't call anybody there was no instant gratification you had to do it that

00:17:33.700 way that was the way that it was okay they shake hands Mr. Johnson goes home two days later he gets

00:17:39.360 a knock on the door it's Mr. Fursella with this box of special bullets that that he didn't have in

00:17:45.420 stock so he decided to bring to his house okay and he says hey Mr. Johnson I brought you your bullets

00:17:50.840 I know that uh it took me a couple days I wanted to get it sooner but I'm sorry but I got as fast

00:17:55.360 as I could here you go well I didn't expect you to bring it to the house well no it's okay it's the

00:18:00.640 least I could do you know I didn't have it and I'll stock it for you from here on out okay they shake

00:18:06.160 hands Mr. Mr. Johnson's blown away by the service that Mr. Fursella gave him okay he says man that was

00:18:13.360 great service he not only did he order what I didn't what he didn't stock he stocked it he brought it to

00:18:18.720 my house what a good guy I really like that guy okay shook my hand looked me in the eye said thank

00:18:24.560 you very much for the business and what happens what is what does Mr. Johnson talk about when he

00:18:30.460 meets up with his neighbors on the fence line when he's out repairing the fence man you know what

00:18:35.160 that Fursella dude he's a good guy he went and he he uh he did this and this and this and you know

00:18:42.400 I don't know where you're getting your stuff at but you need to check him out you see what I'm saying

00:18:45.600 absolutely so what it does is it creates what you're talking about is old school word of mouth

00:18:50.260 marketing based on problem solving based on great customer service which creates retention and

00:18:55.700 creates word of mouth all right that's how business used to be done that was the only way it could be 0.62

00:19:01.200 done you couldn't there was no fucking tv there was no radio there was no internet okay all there was 0.97

00:19:07.380 was you do a good job and people talk about you that's how businesses that's how all businesses started 0.92

00:19:13.200 okay it was all relationship it was all influencer marketing and when I say influencer marketing

00:19:18.480 Mr. Johnson's an influencer he knows his network of people and obviously back in the 1800s it was much

00:19:25.040 smaller than what it is now you know you might instead of knowing a thousand friends on Facebook

00:19:29.320 or a thousand friends on Instagram you might know a dozen people but when those people have a 0.93

00:19:35.520 conversation about where to buy their shit who do they talk about they talk about Mr. 0.97

00:19:40.480 Frisella's general store okay and that's how business started that's how companies grew their 0.99

00:19:46.260 business that was the only way to grow your business okay and because it was a small town

00:19:51.640 word traveled quickly exactly it was the only way there was no way to there was no other way to do it

00:19:57.120 you couldn't do it any other way all right so what would happen if Mr. Frisella decided that he was 0.95

00:20:03.020 going to try to overcharge Mr. Johnson or he was going to try to sell him shit that he didn't need or he was 0.93

00:20:08.760 going to try to take advantage of him as a customer he would tell his friends right Mr. Johnson would 0.99

00:20:14.060 go tell his friends hey man I don't like that guy that guy's always trying to sell me extra shit 0.97

00:20:18.100 he's always being pushy he's always telling me that I need stuff that I don't and instead the 0.98

00:20:24.440 conversation that happens amongst Mr. Johnson and his friends becomes a conversation of negativity

00:20:29.860 you see what I'm saying all right so that is how business used to be done

00:20:35.400 in the mid-1930s we had a couple cultural changes happen in the United States we had television

00:20:42.160 advertising we had radio advertising come about and we had print advertising which was a few years

00:20:47.920 old at that time but started to all come together those are the big three all right and what happened

00:20:53.740 was companies started companies that could afford to advertise and could afford to put ads in those

00:21:00.780 mediums they they grew like crazy because it was so they could reach so many more people all right 0.90

00:21:07.220 and then what happened was the prices went up because these companies were buying them up and

00:21:11.980 the companies that grew that were the first in grew to massive sizes and basically became the only

00:21:17.660 companies that could afford to advertise in these mediums okay you guys follow me yeah so basically

00:21:22.260 they controlled the conversation sort of yeah yeah on a on a large scale yeah instead of me instead

00:21:28.760 of relying on only Mr. Johnson's 12 people they had they could they could talk to thousands of people

00:21:33.900 very quickly all right and what happened was the prices of these mediums went up and they boxed out

00:21:41.160 the small business guys so Mr. Frisella now because he didn't invest in these mediums now he's he's in a

00:21:47.340 in a problem he has a problem all right he can't reach the people that these other stores can reach

00:21:51.900 and what happened he ended up going on a business okay but here's what happened those companies grew

00:21:58.320 so big the companies that that were able to afford to advertise that they started getting really

00:22:05.700 fucking greedy all right and they started doing this because they realized something they realized

00:22:11.080 that the consumer that bought their product had no recourse to affect them so 0.99

00:22:16.840 basically they could reach thousands and thousands of people but those thousands and thousand people

00:22:21.900 still only had their 12 people that they could talk to you guys following what I'm saying absolutely

00:22:26.140 they didn't have the power to come back and say anything negative or call them out for for being

00:22:32.540 dishonest or anything so what happened was is you had very large companies develop marketing teams

00:22:37.840 okay and these marketing teams developed marketing agendas all right when marketing agendas were 0.95

00:22:43.740 were fucking lies all right so you had people who went in the back room of a of a multi-million 0.90

00:22:50.040 dollar or billion dollar company and they said hey guys guess what I got this idea we could tell 0.99

00:22:56.480 people that this water it cures this disease and we'll sell tons and tons and tons of it and guess

00:23:02.380 what it won't matter if it actually works or not because what are they going to do they can't tell

00:23:06.680 anybody right you see what I'm saying by the time they figure it out or too late we'll have made our money

00:23:11.420 yeah right exactly or this this product you know this tire will never go flat or this uh this spoon 0.97

00:23:18.480 is a magic spoon to help you lose weight I mean how many fucking scams have we seen over the course 0.97

00:23:23.520 of our history I mean I can count dude I can I can remember a fucking multi-level marketing platform 0.98

00:23:29.220 and I'm not gonna name it by name because I think they're still around they used to claim that people 0.96

00:23:33.220 that their fucking juice their acai berry juice cured cancer 0.97

00:23:36.880 how fucking immoral is that okay so you you and and consequently guys if you want to know where 0.99

00:23:45.700 the idea of um money is evil comes from this is where it comes from because in our parents generation 0.97

00:23:52.540 and and your grandparents generation they grew up in a situation where to be successful in business 0.75

00:23:59.840 people fucking lied okay so when you when you hear people say money is evil it's not that they don't 0.87

00:24:05.680 understand money it's that they were conditioned to think that because the way business was being 0.99

00:24:09.800 done you guys follow me absolutely can I can I throw something in if I follow you correctly

00:24:14.140 so the other thing and maybe you're going to get to this but the other thing is obviously there's this

00:24:19.080 population explosion and the country's getting bigger and because the communication system is dominated

00:24:24.700 they could screw people over and sort of hide they could be anonymous there's everlasting you know

00:24:30.600 there's everlasting new customers right because people can't communicate amongst each other right

00:24:35.700 so like if I get if I get screwed over by a company or I get a product that doesn't stand up to what I

00:24:40.860 think that it should it's very hard for me to talk to my friend in New York and and I probably

00:24:45.900 didn't get screwed that bad where I'm gonna pick up the phone and call him up and say hey Fred in New York 0.99

00:24:50.440 man I bought this fucking product and it sucked don't buy it that shit didn't happen 0.99

00:24:54.640 because dude it's just inconvenient so you know you got screwed you know you fought with them about 1.00

00:24:59.600 a refund that you probably didn't get and that was it all right right so that went on for years and

00:25:07.000 years and years and companies that companies came to not care at all about the solutions they provided

00:25:13.340 they came to provide a solution based on a story slash lie that it didn't matter was true or not

00:25:20.480 because they could does this make a sense because sometimes I ramble about no no no it's making

00:25:25.320 total sense yeah so so then something happened okay in in the late 90s uh there was an invention

00:25:32.720 okay the invention was called the internet everybody knows Al Gore invented the internet right right

00:25:37.500 thanks to Al Gore for inventing the internet we appreciate your brother all right without you 0.96

00:25:41.800 where would we be where would we be I I mean dude Al Gore I mean fuck so Al Gore so in the late 90s 0.95

00:25:50.940 Al Gore vets the internet right and if you don't get it we're being sarcastic or you're too young to 0.96

00:25:56.300 know right what we're talking about anyhow um the internet comes around all right and this is when I

00:26:02.460 started my business I started my business in 99 the internet was still around was around but it wasn't

00:26:06.960 like really useful for business um for most businesses so to speak you know we could do email

00:26:13.440 and things like that it made things a little more convenient but it didn't give us any real tools but

00:26:18.260 but as the internet evolved certain things started to happen okay things were invented things like

00:26:23.840 myspace came along then facebook then instagram the twitter okay not in that order now you have

00:26:30.740 periscope now you have snapchat now you have um instant communication where it used to be you had

00:26:38.400 to write a letter you could write an email now you could post a status on your facebook and let

00:26:42.640 everybody know every little thought or twitter okay um you have things like angie's list you have

00:26:48.420 things like uh yelp yelp you have things like trip advisor okay when I go book a vacation which I

00:26:55.420 mentioned before is rare I still go on trip advisor to see which because I don't want to mess up my

00:27:00.380 whole trip you know I want to make sure this place is going to go if I'm only going to go once in a

00:27:04.240 while right so um the point is is there was a new power given to the average person to have a

00:27:12.520 platform to voice their opinion instead of reaching 12 people now now you're reaching your thousand

00:27:18.120 facebook friends or your you know your whatever how many you have on instagram whatever every single

00:27:24.420 time okay so now you create a situation that is the exact opposite of what was going on the previous

00:27:32.600 70 fucking years which is the people that you are selling products to now have a voice and you can 0.93

00:27:39.440 decide to embrace that voice and love that voice and use that voice to grow your business by having 0.97

00:27:46.500 tremendous products tremendous solutions um and creating tremendous experiences with your customers so

00:27:54.060 that now instead of them going to the fence line and having a good conversation with their neighbor 0.94

00:27:59.380 they're going on their twitter they're going on their facebook and they're talking to every fucking 0.98

00:28:03.180 person they know about the interaction you just created okay now companies that decide they want to 0.99

00:28:09.420 fuck their customers and screw over their customers have a situation where the minute they do that the day 0.98

00:28:15.900 they do that the day you ship a terrible product the day you lie about your product that very day 1.00

00:28:22.700 you have immediate backlash amongst the community okay immediate posts on instagram media posts on twitter

00:28:30.700 the saying dude don't buy this product i bought this product was a scam everywhere you see it all the time

00:28:36.340 with travel when the when the airlines are not honest you know with delays and things of that nature it's

00:28:41.440 like immediate you know it's at this airline here's what they did and then you know people start retweeting

00:28:46.820 that and they see what it is right dude look can can i make a point just to for for the younger people

00:28:53.160 who are listening to this i don't think they realize what an absolute sea change there has been in our

00:28:59.960 culture because i'm old enough i'm 42 i'm old enough to remember that there was actually a show it was on

00:29:05.380 one day a week and it was a show called fight back with david horowitz and the whole point of the show was

00:29:11.300 that he would take one or two right situations where some company was screwing somebody over dude

00:29:16.460 it was the norm but even that even that was was run by a by a major network so you know had to play

00:29:23.700 politics and what they realize is that they're at that time you know you guys aren't that much younger

00:29:28.780 than than i than i am but i remember the show yeah you remember the show but the point is is that there

00:29:33.540 was there was so little that we could do in recourse that the consumer could do in recourse and now

00:29:39.740 it's completely different i mean i think john stossel made his whole early early broadcasting

00:29:45.060 career like exposing dude you know different things but now it's power to the people yeah but 0.95

00:29:50.640 here's the thing you have to understand a lot of these companies that are gigantic fucking corporations 0.60

00:29:55.560 were built during that 70 years of screw the customer mentality and they still haven't adapted to the 0.95

00:30:02.020 new one and a lot of people who own small business were brought up in that situation they don't

00:30:08.980 they still don't understand it you know what i mean so what we want to do is we want to make you 0.80

00:30:13.140 understand that there was the way it was done in the 1800s then there was 70 years of bullshit 0.72

00:30:19.820 okay now there is a new situation where it's back to the way that was in the early days of business

00:30:29.180 it's back to the days where the customer matters the product matters the experience matters the solution

00:30:34.420 matters people matter okay we're back to that situation because now they have the tools we all

00:30:43.060 have the tools to tell the truth about products goods or services at any time and guess what we do do

00:30:48.920 that i just said doo-doo you did yeah but the point is is that's what we do we as a as a culture have

00:30:58.020 created um a society of dude we spread good word of mouth and we spread bad word of mouth okay and it's

00:31:07.100 your decision as a business owner to decide what that's going to be and if you're smart you're going

00:31:13.680 to understand that it's not about today's sale it's not about how much profit you made today it's not

00:31:20.600 about how much you sold the person today it's about the lifetime value of that customer it's about the

00:31:26.340 conversations they have about your products goods or services it's about the conversations they have

00:31:31.080 about experience of dealing with you or your company or your team okay and your job as a business

00:31:38.080 owner is to own that conversation a hundred percent of the time if you own that conversation you will own

00:31:45.160 the market share period that's it there's nothing more to it if you can grasp the simple idea of taking

00:31:52.840 care of your customer providing an awesome customer experience making sure through follow-up that the

00:32:01.760 product service that they used worked for them you will own the conversation you will create trust you

00:32:08.680 will create loyalty which insulates you from your competition now with that being said guys this isn't a

00:32:16.320 either or situation this isn't okay i could choose to advertise on tv and the paper and and this or i 0.91

00:32:24.440 can i can do it the way andy's talking about no the way andy's talking about is the only fucking way 0.99

00:32:30.500 anymore isn't the underlying principle you're referring to just do the right thing that's right

00:32:34.160 that's right but uh have integrity do the right thing take care of your customers be what you say

00:32:40.100 you're going to be and if you do that you'll find success if you don't you will not it's interesting

00:32:45.140 when i was in the insurance and investment business i had a mentor of mine and andy you'd love this guy

00:32:49.380 the guy's owned over 80 high-end cars and wildly successful in his life he'd kill me if i mentioned

00:32:55.480 his age but he's knocking on the door of 60 and i learned so much from him but i remember when i first

00:33:00.900 did business with him and he started selling in his 20s i said hey can i come by your house and can we

00:33:06.300 just sit down and talk i want to learn from you i want to ask you questions kind of like an interview

00:33:09.220 he said absolutely come on by i said what is the one thing that has made you successful

00:33:13.620 and i think this is a principle that with a guy like him who's come through all these periods of

00:33:17.580 time except for the 30s that you're talking about i said what's the one thing you've always done

00:33:21.560 he says you always have to have the ability to go back he says when you do the right thing for

00:33:27.520 people you can always go back if you screw somebody you can't go back you can't go sell them

00:33:31.560 again if you treat somebody right i can always go back have a conversation build the relationship and

00:33:37.020 continue to grow with them and he has been wildly successful through all these periods of time

00:33:41.960 this guy sells 30 million dollars a year in women's shoes you cannot go to big corporations 1.00

00:33:47.720 as one of the top shoe salesmen in the world by screwing people over and when you do the right

00:33:52.040 thing it makes all the difference in the world so let's take it a step further let's take it a step

00:33:56.160 further than that what if you do the right thing and go above and beyond so much that the the shoe 0.73

00:34:03.940 distributors and the big companies won't buy fucking shoes from anybody else ever that's the way it's 0.78

00:34:09.120 been with him they look forward to this guy coming to new york to get the hotel room and they are 0.97

00:34:13.200 banging down his door appointment after appointment after appointment i'm talking the dsw's the nordstrom

00:34:18.400 they cannot wait to see this guy because he takes care of people it's all he's ever known dude and

00:34:23.860 that's as simple as it gets guys you have i'm trying to get something across to you is that your job is to

00:34:29.920 create loyalty your job is to create brand loyalty your job is to do that by doing what we're talking

00:34:36.840 about focusing on the lifetime value providing solutions providing ridiculous experiences

00:34:42.980 providing a dude we have a thing in our company that if you if you did not create an experience

00:34:50.940 that you think that person's going to leave and immediately go right on their social media about 0.94

00:34:55.720 how awesome it was you did not do your fucking job okay that's what you have to focus on you cannot 0.99

00:35:02.720 focus on the dollars and cents of today's sale you've got to focus on controlling the conversation 0.99

00:35:08.220 and create a good word of mouth by by doing the right thing every fucking time and if you do that to 0.99

00:35:14.720 a level you could there's different levels to this you know there's level to this shit you know what i'm 0.99

00:35:19.260 saying all right there's different levels to this you could do this at a minimum level and still be 0.97

00:35:25.360 somewhat successful but if you do it to the maximum level you're going to create loyalty

00:35:31.680 which insulates your brand for competition okay when you're when a customer goes out and gets a 0.94

00:35:37.660 fucking tattoo of your company's logo on their arm like like millions of people do for harley 0.98

00:35:43.760 davidson chances are they're probably not going to go buy a fucking yamaha you see i'm saying 1.00

00:35:49.360 absolutely so now instead of having to fight yamaha in the media or for advertising space now 0.98

00:35:55.560 you get the business no matter what so the better you handle these experiences and the better you 0.94

00:36:02.020 handle providing solutions you end up in a situation where you don't have to fucking spend 0.93

00:36:06.760 money dude buy a show of hands of people in this room and you guys can play along listening 0.86

00:36:11.420 when was how many when was the last have you bought anything in the last six months off of a 0.95

00:36:16.320 fucking radio ad or television or print ad okay no hands in this room i don't even know if i've done 0.98

00:36:22.380 it in the last six years okay what's that tell you yeah it's fucking irrelevant because people do not 0.99

00:36:28.860 believe companies you know who they believe people right which is why by the way for those who do radio

00:36:36.860 and podcast ads nine times out of ten they will tell you by the way we're not going to do a pre-recorded

00:36:42.420 thing we just want the the host to actually commend it because people take the word of somebody that

00:36:47.420 they trust like you know like in your case if you were to do a uh an ad for the podcast it's always

00:36:52.940 like how we talk about dollar beer club yeah exactly awesome right and you should buy it because it's

00:36:57.320 great right when i grow my beard out the oil does a nice job yeah and the point being is that that that

00:37:02.240 whole it really is a great era i wouldn't fucking recommend it if it wasn't by the way i just wouldn't 0.94

00:37:07.280 i mean i think those guys are geniuses in their marketing but that doesn't mean it's a good 0.50

00:37:11.720 product you know when i use their product i i loved it i use it every day and you know what we're

00:37:17.140 using this as an example and i agree with you yeah but i just want people to know that really is a

00:37:22.580 good product no no you're right but the point being is that we don't run canned commercials we run you

00:37:26.840 talking about how much you like it right it's right they don't work but can i can i put them on

00:37:32.200 i'm gonna put on like whatever you want to do no stop it vaughn okay okay so i'm gonna put on my

00:37:41.020 captain obvious hat again because i know that we've got some you know some some some viewers

00:37:44.800 who sometimes tune out or maybe they're they're like me they're a little slow on the uptake

00:37:48.080 you've been talking about you know it's all about kind of this thing you've been banging the drum on

00:37:53.560 it's doing the right thing creating value treating your customers well but i don't want them to miss

00:37:58.340 your earlier point which was before you do anything you have to think right about your

00:38:04.060 business and what if i understand you correctly what you're saying is is no matter if you are

00:38:08.840 running a business from the middle of san diego to south county st louis or wherever could be off in

00:38:15.680 the middle of nowhere kansas fucking lemonade right what you're saying is you have to operate you have 0.98

00:38:21.380 to approach that business like you are a small town general store a hundred percent so i want people 0.98

00:38:27.480 to understand something here too this is a real good point to put in right now okay the point is

00:38:32.540 is that a lot of people use social media um the internet and everything to create a more efficient

00:38:40.580 non-personal experience okay they could send automated thank yous they could send um you know

00:38:47.300 little reminders hey it's time to reorder we haven't seen you in a while we miss you oh you miss me 0.93

00:38:51.900 your computer sent me a fucking email wow you must really fucking miss me okay we that is not how you 0.96

00:38:58.120 use these technologies you use these technologies to create more value by being more efficient at being 0.99

00:39:06.200 inefficient okay you could create situations that make people understand that they are valued customers

00:39:13.440 notice i didn't say make people think they are valued customers because that would mean that you're

00:39:18.580 manipulating them the idea is they have to be valued and you should use the technology to create

00:39:24.360 situations that they know took time and effort for that to happen and so that they feel valued you

00:39:31.800 see what i'm saying absolutely yeah so quit trying to automate everything like oh we're gonna automate 0.98

00:39:35.940 this we're gonna do this we're gonna do that is it easy to one click ship on amazon fuck yeah man 0.99

00:39:40.460 it's my own worst enemy every time i drink a fucking beer i end up with some crazy shit on my front door 0.99

00:39:46.040 dude you know those bug zappers that fucking glow and zap bugs dude we were having a conversation 0.99

00:39:52.880 when i was drinking and they were like we were being sour talking about my brother we're like dude 0.99

00:39:57.460 remember those bug zappers we were kids fucking dude next wednesday i had like 19 bug zappers show 0.98

00:40:03.100 up my house i'm not fucking lying either they're still in the box out of my farm okay so i love i love 0.97

00:40:09.080 the conveniences of technology but don't just look at it as like hey how can we make it convenient 0.94

00:40:15.880 for people to buy look at it as how can i make people feel fucking valued all right absolutely 0.90

00:40:22.220 that's the key and i would also mention too that your your example is most of the people listening

00:40:28.600 to this podcast are going to be small business people okay so you're not you're not going to be

00:40:33.620 an amazon giant of a company so so what you know yeah they get away with a lot of the automated stuff

00:40:39.760 but that's not reality for 99.9 you know and making it inefficient or efficient you know what

00:40:46.920 i'm saying make you convenient to reorder awesome sending me an automated thank you that says you

00:40:52.620 miss me because i haven't ordered in a month not awesome you know what i'm saying yeah so um is there

00:40:58.960 a major company that you know of like a really huge company that you know of that that still does that

00:41:03.800 sort of high touch um interaction with the their their customers dude i think zappos does man yeah

00:41:11.600 you know i order from zappos i mean not all the time because i'm not really into clothes i mean i have

00:41:16.900 like this is no bullshit i have shirts that are free that i got from my company and i have shorts that i 0.69

00:41:23.980 bought at fucking gander mountain and i have jeans i bought at chuck's boots which is a cowboy store here 0.95

00:41:28.560 and that's it yeah so i don't really buy that many clothes but when i do decide that i think i'm 0.98

00:41:34.660 going to be fashionable i buy some shit from zappos that i never wear they're very nice and they send 0.92

00:41:39.220 me like a personal email from a person you know all the shit they do is like real it's high touch like 0.98

00:41:45.060 you said i like that term you know it's it's it's because you guys have to think about it man we're in 0.96

00:41:50.820 a world of we're in a world of everything is so not people oriented okay we're in a world of text

00:42:01.620 message we're in a world of email we're in a world of social media we're in a world of video games

00:42:07.580 we're in a world of you know all these things that make it super easy to communicate which makes

00:42:15.900 the personal interaction that's reaching out shaking the hand and looking at somebody in the eye and saying

00:42:20.400 dude thank you so much for your business or however you could create that without actually being in person

00:42:25.020 a handwritten thank you card there's tons of ways to do that you know you're making that more rare

00:42:31.580 which makes it more valuable all right so a lot of the younger people and i call them young bucks 0.59

00:42:36.500 listening to this you guys have no fucking clue the kind of opportunity that you have in front of you 0.94

00:42:42.460 you know when i started in business man we didn't have a fucking internet you know we had email 0.97

00:42:47.160 we didn't have social media we have facebook ads we didn't have uh dark posts we didn't have 0.73

00:42:52.880 instagram advertising we didn't have influencer marketing you know targeted influencer marketing

00:42:58.260 most people influencer marketing do you know what that means that means you it's controlling the

00:43:03.120 conversation with that person's people okay influencer marketing being able to go to somebody on the

00:43:09.000 internet and say hey dude you've got a nice following you have a nice content on your page

00:43:12.460 i would like for you to try my products and see if you're willing to work together let's work

00:43:16.800 together and i'll pay you x amount for this or that that person posts organic posts all of a sudden

00:43:22.420 you own their conversation you couldn't fucking do that no unless you were a celebrity dude you had 0.97

00:43:28.080 to be a celebrity you couldn't do it because when do you see the celebrity you never fucking see him 0.98

00:43:32.780 now you see him on their social media now you see him on on twitter you see him everywhere

00:43:37.640 you know dude the opportunities to grow a brand with little or no money are a million trillion times

00:43:46.220 more than they were even fucking 15 years ago it's unreal which is why when people say how do i start 0.98

00:43:52.120 a business with no money i want to slap him in the fucking head because it's like dude could it be any 0.99

00:43:56.300 fucking easier you know what i mean all right andy i'm going to bring the horse into the room and i'm 1.00

00:44:03.440 going to ask you to beat it until it's dead because as ben knows in public speaking you well at least 0.99

00:44:11.520 one of the old maxims was you tell people what you're going to tell them you tell them and then you

00:44:16.400 tell them what you told them and i i just this is an important point so i want you to just drive it

00:44:22.300 home so how would you summarize everything that you've said up until this point the thing is you

00:44:26.300 guys have to understand i'm not against business plans i'm not against strategies but when it comes

00:44:30.940 down to it guys the key in today's business is not strategy unless of course your strategy is to have

00:44:36.800 some fucking integrity with how you deal with people okay so that's point number one you've got 0.79

00:44:41.420 to have integrity you've got to make it a priority and you've got to make it not a priority you've got 0.98

00:44:46.920 to make it priority number one so do the right fucking thing okay um social media has made every 0.99

00:44:52.560 business a small town business so more than ever people not going to give a shit what you sell 0.99

00:44:57.980 unless they first trust who you are all right that's point number two and point number three 0.97

00:45:03.980 is look every day you go into the office you should repeat to yourself i'm mr frisella i run a general 0.56

00:45:09.300 store i'm in the middle of missouri where nobody fucking cares and i've got to do a good job with 0.94

00:45:14.120 every single customer nobody's going to shop with me okay you have to think of yourself like that you 0.98

00:45:18.360 can't think of yourself as walmart or kmart or target or best buy who all are fucking hurting by the way 0.96

00:45:26.560 because they're losing market share to people who actually fucking care you want me to beat the 0.92

00:45:31.580 horse i'll beat the horse you know the reality at the end of the day is you've got to be a good 0.68

00:45:38.300 person you've got to be good to people you've got to be good with people you've got to have a great 1.00

00:45:43.300 product or service and if you do that you're going to fucking kill it amen p.s fuck you kill shit 1.00

00:45:51.020 bottom line period that's it there's nothing more to it and that's a perfect place to end thank you 0.99

00:45:58.580 all for joining us and thank you to uh to kathy john and wesley our uh periscope winners um guys

00:46:07.120 it's been a great talk i'm done we're out

00:46:11.040 that was awkward

00:46:13.140 all i do is work

00:46:26.180 all i do is work

00:46:27.680 all i do is work

00:46:29.500 all i do is work

00:46:31.180 all i do is work

00:46:32.900 all i do is work

00:46:34.560 all i do is work

REAL AF with Andy Frisella - September 29, 2015

Every Business is a Small Town Business, with Andy Frisella - MFCEO17

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