Every Business is a Small Town Business, with Andy Frisella - MFCEO17
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Summary
In this episode of the MF CEO Project, we have special guests from out of town (Wesley from Baton Rouge, Louisiana, John from Charlotte, North Carolina, and Kathy from Spokane Washington) join us to talk about what it means to stay motivated in business through the different seasons of your life, and how to maintain the hunger that keeps you motivated and on top of your shit.
Transcript
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What's up guys you're listening to the MF CEO project I'm Andy and I am the motherfucking
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CEO I'm here with my co-host Ben Newman what's up Ben what's going on Andy how you doing I'm
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doing great you're looking handsome hey I appreciate that Vaughn I'm growing the beard back out I know
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that's that must be what it is man Vaughn you're always handsome Vaughn the impaler I'm working on
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the pastor of disaster I'm working on the bible rap man you are I'm working on it I'm gonna drop
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it you're oh you are dude I would give a lot of money to see him dance what do you think Ben you
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think we might dance tonight hey listen listen you need to picture Billy Crystal doing the white man's
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overbite oh dude you know it's awesome Tyler what's up dude yeah what's up guys I'm still I'm
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still a little bit hung over from uh our our dinner Saturday night I'm not gonna lie oh the one where
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your wife texts me like two minutes after you left she's like oh my god I totally forgot to pay the
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bill yeah we were out with Tyler and his buddies and uh and we skipped out on the bill it actually
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felt kind of good at the pay I'm not gonna lie well you know I had to laugh after we talked about you
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know half naked uh posts on Instagram and here Tyler is showing everybody his boobs he's always
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showing his boobs yeah yeah he's got nice man boobies and he gives me shit for it all the time
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but I keep doing it yeah I do what I want yeah yeah I think your Instagram following tripled right
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after that it went from one to three yeah exactly exactly so all right look this is this is usually
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when we do the question of the day but I've got more of a statement um we have some special guests in
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from out of town um if you follow me on Periscope at Andy for Sella you know that I'm always uh I'm
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always on Periscope doing little mini episodes of the MSCEO project and one of the things I did
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recently was I had a contest to actually bring people in from out of town uh let them sit in we're
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going to talk about business a little bit later on spend some one-on-one time go hang out go get
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some dinner um and spend the day with so so we have in studio today we have Wesley from Baton Rouge
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we have John from Charlotte North Carolina and we have Kathy from Spokane Washington and we got
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talking about the question of the day um and what it was going to be because believe it or not
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we don't schedule that out it's just something that we come up with on the spot and we didn't have
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what it means to basically stay motivated or stay into your business through the different seasons
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of your life and it's not really a question but I have to say man you know when you think I was
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thinking about this today honestly driving down the road because when you're first starting a business
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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
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on top of your shit whenever you don't have anything you know what I mean it's it's easy to
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say dude I'm so hungry I want this I want this I want this um and then when you start to actually
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have a little bit of that success you know most people their hunger goes away a little bit it's a
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natural reaction and they don't work as hard they don't do the little things as well um and they
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don't stay motivated the way that they were when they were you know starving um and what impresses me
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about true entrepreneurs is people who who keep that hunger from the day one all the way to you
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know the end of their life really because I believe that a true entrepreneur never really gets to a
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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
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of your life it's who you are and it becomes not about money but it's about fucking winning you know
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what I mean so it's interesting to me and I guess instead of a question of the day it's more of a
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statement that I'd like to hear you guys your take on but it's interesting to me
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how certain people maintain that hunger versus certain people's you know ability to get complacent
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you know once they have a couple little things like you know they might drive a nice car they
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might have a boat they might have a house they might have enough money in the bank to do whatever
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they want to do and that becomes the end of their you know aggressive and what do you think the
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difference is between those two groups of people I mean for me I think it's when you identify and you
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surrender to a purpose that's bigger than you it becomes about tradition it becomes about legacy
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this past Saturday some of you maybe saw on Periscope or saw on other you know Instagram I had the
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opportunity to be with the North Dakota State Bison and this is a football team that's won four
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straight national championships but 12 national championships in its history 31 conference
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championships and the second most wins in the history of college football well how do you explain
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that right it's a consistency of tradition when somebody puts on that uniform they know the uniform
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they know the responsibility and it's a commitment to excellence and there's two doors if you guys can
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picture this and I put it up on Instagram if you check it out at continued fight there's two doors
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that say if you stay you will become a champion so that's an expectation for anybody that puts on
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that uniform so I think when you set an expectation and a standard then you're going to continue to
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work for it no matter how many times you get knocked down or even if you have one bad season
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yeah I would just add that I think the people that excel long term are the ones that know deep down
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the things that really satisfy in life so in other words if your whole motivation from beginning to end
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is to make money once you make money then you lose motivation but if but if deep down your your
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motivation is to do something big and to build something really special that's going to satisfy
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and that's going to continue to satisfy in a way that money can't so I think I think the people that
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that succeed long terms are the ones that know deep down the things that really satisfy yeah and and
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even though I pose the question you know I want to add my two cents on it you know to me a real
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entrepreneur an entrepreneur is someone who is genuinely in love with the process of being an
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entrepreneur okay there's plenty of people that claim to be entrepreneurs or they're an entrepreneur
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and then they sold their business and they do nothing I don't consider those people entrepreneurs I just
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don't I consider those people business people who who did accomplish whatever was you know whatever
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their end game was they accomplish that that's great but that's not an entrepreneur an entrepreneur
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is somebody who cannot sit still who cannot keep moving forward who cannot keep progressing cannot
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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
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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
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the funny thing is is all this all this shit goes together as a big web of like what creates success
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because when you define your purpose and you're aggressive against your purpose for years and years and years and years
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first of all you don't get burned out second of all you get people following you because it develops a
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tremendous culture okay third of all you you start providing the solutions with passion that you're
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looking to provide and fourth the money comes automatically so you know when people say you know
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you know how do you keep the motivation through the different phases of your life I think a real
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entrepreneur is going to automatically have that as part of them no matter what and certain people do
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business because they need a means to an end I think a real entrepreneur is just an entrepreneur
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they're just going to always be minded that way you know it's always about putting the puzzle pieces
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together solving a problem building something creating something moving forward and uh you know and and
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rarely have I met an entrepreneur that focuses on the money you know they just don't they focus on the
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process they focus on the passion they focus on the the problems that need to be solved and the money
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comes automatically you know that leads to a related question that I'd be here interested to hear what
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you have to say that a lot of people are lured by the idea of starting their own business because
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they rightly conclude that there's probably a good chance that they're going to make more money
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working for themselves than working for somebody else but what you're saying is is that one of the
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questions to ask yourself before you do that are are you the kind of person that is really wired
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to enjoy the pursuit of success or is this just about money because if it's just about money you're
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not really an entrepreneur I always weed those people out by people that talk to me in terms of
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this I want to retire at the age of 35 I want to retire at the age of 40 retire and do what the
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fuck you're gonna do all day you're gonna sit around watch fucking a team fucking beat off to
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internet porn the fuck out of here you're not an entrepreneur you know what I'm saying
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absolutely entrepreneurs fucking it's not about selling out sure you may sell a business and move
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on to another business and use the skills that you learn in the first business to create a second
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one but but the idea of I'm retired or I'm gonna stop dude my dad sold his business and he retired
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and he's been miserable ever since you know why because he bought into the idea of retirement and
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dude you know what if you want to check out some somebody who has a cool perspective on retirement
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check out Tim Ferriss um the four-hour work week if anybody's read it he's got a really cool
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perspective on retirement and it's like deferred retirement over the course of your life you know
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the whole idea that you're gonna save up enough money by the time you're 35 or 40 to live the rest
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of your life is ridiculous anyway based on the inflation and in currency in the first place you
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know your currency that's worth a dollar at 40 is going to be worth 30 cents at fucking 70
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doesn't make sense so the same quality of life cannot be bought with the same amount of money
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so his solution is to spread retirement over the course of your life in short bursts it's it's
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cool it's not how I do it but you know my goal is just to keep doing shit but it's definitely a
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different perspective that makes more sense than trying to like quit I mean how many beers can you
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have on the beach how many fucking you know margaritas can you drink how many cigars can you
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smoke you know what I'm saying it also assumes that laying around on the beach doing nothing is
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actually more satisfying than building something or creating something special
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dude it's I have a hard time sitting still on a Saturday afternoon much less you know at 36
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years old saying that I'm just gonna sit on a beach for the rest of my life that's what I'm saying
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smoking a cigar if I go on a vacation which is rare like once every two or three years I go I mean I
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could go on vacation once a month every month like and it wouldn't affect my business I go once every
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two or three years and by this third day I want to come home and most of the time when I go on
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vacation I fly home early that's the truth you know what I mean because dude you have to love
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what you're doing and if you don't you're in the wrong spot I don't know yeah it's an interesting
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topic it is we could stop now yeah no shit you know we we really could talk about that all day we could
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talk about you know what drives people what keeps people motivated this that the other and the reality
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is it doesn't matter you know if you if you're if your goal is to make x amount of dollars so you
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can live the rest of your life doing whatever I'm not judging you or saying that's wrong I'm just saying
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I don't consider it to be an entrepreneur I consider that to be a problem solver who is a means to an end
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type of business owner but you better make damn sure that whatever amount of money it is you sold your
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business for is enough to cover the amount of of currency fluctuation it's going to happen over the
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course of your life most people don't think about that but when I think about when you talk about
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success being reaching your true potential in your life I mean you just stop at some point in time you
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stop reaching your potential there's no purpose how many I know 10 people off top of my head I can
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name them sold their businesses they're fucking miserable and they have all the money that they
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need you know what I mean that's why you read this shit about people who are like oh dude the guy's
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got all the money in the world but he's so depressed because he has no purpose you know what I mean
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and that's what your dad talked about when we had the episode he talked about there was just no
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purpose as soon as he sold the business right and you don't realize that when you're in it you know
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what I mean so well I know that the uh this is not the topic and that we're going to get into the
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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
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get the uh the show notes for this episode go to themfceo.com forward slash p17 and uh are we
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announcing some other things on the website right now some things that we might be going to announce
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it yeah well you go ahead and the pastor of disaster well the do it anyway tour is now live
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on the uh on the website and if you go to uh www.themfceo.com forward slash do it anyway that'll
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take you right to the page where you can buy tickets for the tour and ben you want to run down just
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you don't have to go go through all of them but just a couple of the tell people what the do it
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anyway tour is oh yeah that's a good idea yeah so Andy and I got together and I think it was really
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the connection we first shared the stage at summer smash and really when Vaughn you first connected
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the two of us and it was this deep connection to not candy coating things giving it the right way
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exactly what you're getting right here as you listen to the mfceo project podcast and to go out
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and to be with the listeners live and to help you really dig deep on what you want in your life
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but like the real things that you want in your life this is not a you know Andy's going to pump
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you up I'm going to pump you up this is like something you have never seen before this is
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substance this is a plan and you are walking away with a deeper sense of purpose where you want to go
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and a clearly defined plan as to how you're going to get there and with each stop we're going to have
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a special guest speaker so this is going to be like nothing you have ever had the opportunity to
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be a part of and Andy and I are fired up to take this all across the world starting with the kickoff
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November 6th at Bush Stadium here in St. Louis Missouri and then we'll be headed to Toronto
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Canada January the 15th and then Miami February the 6th Orlando February the 7th and then that takes
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us through the 12 dates finishing in August with a huge exclusive event in Las Vegas yeah so you can
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you can go to the website you can either go the mfceo.com forward slash do it anyway or you can go to the
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website just click on speaking there's a drop down box that says uh do it anyway tour 2015
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click on that and it'll I mean it's a very simple process to purchase your your tickets so yeah let's
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move on let's yeah let's get to the topic you know we've been sitting here kind of bullshitting enough
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um guys today look we get tons of questions on the ask Andy at the mfceo um email we have tons of things
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that you know we could go through and usually we take a minute or two um to talk about certain little
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aspects of business and we bullet point them out today I'm going to change it up a little bit I'm
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going to talk about big picture things we're going to go macro we're going to take a 10,000 foot view
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and talk to you about why people buy and how people buy versus what you probably think the reason are
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why people buy okay um and it's all going to tie into what I always talk about is to do the right
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thing economy okay we talk about doing the right thing uh creating value creating a situation where
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you provide solutions and the money comes and if you do that with integrity things take care of
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themselves okay and we're going to talk about exactly the science the the scientific empirical
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process of why that is okay um if you watch me on periscope I've periscoped about this a number of
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times but um we're going to do the podcast basically on on why people buy and why it's important for you
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to focus on your own brand why it's important for you to understand influencer marketing why it's
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important for you to do the right fucking thing all right so so when you say a big picture view are you
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talking about like you're we're going to tackle like a whole philosophy of how you run your business
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pretty much so basically guys here's the rundown and try to follow along it would probably be easier
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if you were looking at me but uh because I talk with my hands I tend to do all this weird shit
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but follow along with what I'm saying okay so back in the 1800s when business was first you know let's
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say the United States was just getting started things were just getting going free market enterprise
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was really capitalism was was starting to become the thing okay and and small town USA you had
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Mr. Fursella's general store all right and in Mr. Fursella's general store he sold all the goodies
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he sold guns he sold tack which is saddles and things that have to do with horses he sold uh all
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the candy sold you know bullets he sold uh powder milk whatever you needed to get along with your day
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back then okay um and you would go into Mr. Fursella's store and you say hey how you doing Mr.
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Johnson it's good to see you what can I help you with well you know I need this special sort of uh
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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
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actually have that let me see if I can get that for you all right and Mr. Fursella goes back and he
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looks at his catalog he says you know what I can get that for you it's going to be a couple days
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Mr. Johnson says hey thank you very much you know I'll I'll come back in a couple days you know
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there was no internet couldn't call anybody there was no instant gratification you had to do it that
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way that was the way that it was okay they shake hands Mr. Johnson goes home two days later he gets
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a knock on the door it's Mr. Fursella with this box of special bullets that that he didn't have in
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stock so he decided to bring to his house okay and he says hey Mr. Johnson I brought you your bullets
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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
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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
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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
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hands Mr. Mr. Johnson's blown away by the service that Mr. Fursella gave him okay he says man that was
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great service he not only did he order what I didn't what he didn't stock he stocked it he brought it to
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my house what a good guy I really like that guy okay shook my hand looked me in the eye said thank
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you very much for the business and what happens what is what does Mr. Johnson talk about when he
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meets up with his neighbors on the fence line when he's out repairing the fence man you know what
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that Fursella dude he's a good guy he went and he he uh he did this and this and this and you know
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I don't know where you're getting your stuff at but you need to check him out you see what I'm saying
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absolutely so what it does is it creates what you're talking about is old school word of mouth
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marketing based on problem solving based on great customer service which creates retention and
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creates word of mouth all right that's how business used to be done that was the only way it could be
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done you couldn't there was no fucking tv there was no radio there was no internet okay all there was
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was you do a good job and people talk about you that's how businesses that's how all businesses started
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okay it was all relationship it was all influencer marketing and when I say influencer marketing
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Mr. Johnson's an influencer he knows his network of people and obviously back in the 1800s it was much
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smaller than what it is now you know you might instead of knowing a thousand friends on Facebook
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or a thousand friends on Instagram you might know a dozen people but when those people have a
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conversation about where to buy their shit who do they talk about they talk about Mr.
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Frisella's general store okay and that's how business started that's how companies grew their
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business that was the only way to grow your business okay and because it was a small town
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word traveled quickly exactly it was the only way there was no way to there was no other way to do it
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you couldn't do it any other way all right so what would happen if Mr. Frisella decided that he was
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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
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going to try to take advantage of him as a customer he would tell his friends right Mr. Johnson would
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go tell his friends hey man I don't like that guy that guy's always trying to sell me extra shit
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he's always being pushy he's always telling me that I need stuff that I don't and instead the
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conversation that happens amongst Mr. Johnson and his friends becomes a conversation of negativity
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you see what I'm saying all right so that is how business used to be done
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in the mid-1930s we had a couple cultural changes happen in the United States we had television
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advertising we had radio advertising come about and we had print advertising which was a few years
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old at that time but started to all come together those are the big three all right and what happened
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was companies started companies that could afford to advertise and could afford to put ads in those
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mediums they they grew like crazy because it was so they could reach so many more people all right
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and then what happened was the prices went up because these companies were buying them up and
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the companies that grew that were the first in grew to massive sizes and basically became the only
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companies that could afford to advertise in these mediums okay you guys follow me yeah so basically
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they controlled the conversation sort of yeah yeah on a on a large scale yeah instead of me instead
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of relying on only Mr. Johnson's 12 people they had they could they could talk to thousands of people
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very quickly all right and what happened was the prices of these mediums went up and they boxed out
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the small business guys so Mr. Frisella now because he didn't invest in these mediums now he's he's in a
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in a problem he has a problem all right he can't reach the people that these other stores can reach
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and what happened he ended up going on a business okay but here's what happened those companies grew
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so big the companies that that were able to afford to advertise that they started getting really
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fucking greedy all right and they started doing this because they realized something they realized
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that the consumer that bought their product had no recourse to affect them so
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basically they could reach thousands and thousands of people but those thousands and thousand people
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still only had their 12 people that they could talk to you guys following what I'm saying absolutely
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they didn't have the power to come back and say anything negative or call them out for for being
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dishonest or anything so what happened was is you had very large companies develop marketing teams
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okay and these marketing teams developed marketing agendas all right when marketing agendas were
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
00:22:50.040
dollar or billion dollar company and they said hey guys guess what I got this idea we could tell
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people that this water it cures this disease and we'll sell tons and tons and tons of it and guess
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what it won't matter if it actually works or not because what are they going to do they can't tell
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anybody right you see what I'm saying by the time they figure it out or too late we'll have made our money
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yeah right exactly or this this product you know this tire will never go flat or this uh this spoon
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
00:23:23.520
of our history I mean I can count dude I can I can remember a fucking multi-level marketing platform
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
00:23:33.220
that their fucking juice their acai berry juice cured cancer
00:23:36.880
how fucking immoral is that okay so you you and and consequently guys if you want to know where
00:23:45.700
the idea of um money is evil comes from this is where it comes from because in our parents generation
00:23:52.540
and and your grandparents generation they grew up in a situation where to be successful in business
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
00:24:05.680
understand money it's that they were conditioned to think that because the way business was being
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
00:24:50.440
man I bought this fucking product and it sucked don't buy it that shit didn't happen
00:24:54.640
because dude it's just inconvenient so you know you got screwed you know you fought with them about
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
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
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
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
00:27:39.440
decide to embrace that voice and love that voice and use that voice to grow your business by having
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
00:27:59.380
they're going on their twitter they're going on their facebook and they're talking to every fucking
00:28:03.180
person they know about the interaction you just created okay now companies that decide they want to
00:28:09.420
fuck their customers and screw over their customers have a situation where the minute they do that the day
00:28:15.900
they do that the day you ship a terrible product the day you lie about your product that very day
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
00:29:50.640
here's the thing you have to understand a lot of these companies that are gigantic fucking corporations
00:29:55.560
were built during that 70 years of screw the customer mentality and they still haven't adapted to the
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
00:30:13.140
understand that there was the way it was done in the 1800s then there was 70 years of bullshit
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
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
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
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
00:34:03.940
distributors and the big companies won't buy fucking shoes from anybody else ever that's the way it's
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
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
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
00:35:02.720
focus on the dollars and cents of today's sale you've got to focus on controlling the conversation
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
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
00:35:19.260
saying all right there's different levels to this you could do this at a minimum level and still be
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
00:35:37.660
fucking tattoo of your company's logo on their arm like like millions of people do for harley
00:35:43.760
davidson chances are they're probably not going to go buy a fucking yamaha you see i'm saying
00:35:49.360
absolutely so now instead of having to fight yamaha in the media or for advertising space now
00:35:55.560
you get the business no matter what so the better you handle these experiences and the better you
00:36:02.020
handle providing solutions you end up in a situation where you don't have to fucking spend
00:36:06.760
money dude buy a show of hands of people in this room and you guys can play along listening
00:36:11.420
when was how many when was the last have you bought anything in the last six months off of a
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
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
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
00:37:07.280
i mean i think those guys are geniuses in their marketing but that doesn't mean it's a good
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
00:38:21.380
to approach that business like you are a small town general store a hundred percent so i want people
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
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
00:38:58.120
use these technologies you use these technologies to create more value by being more efficient at being
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
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
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
00:39:46.040
dude you know those bug zappers that fucking glow and zap bugs dude we were having a conversation
00:39:52.880
when i was drinking and they were like we were being sour talking about my brother we're like dude
00:39:57.460
remember those bug zappers we were kids fucking dude next wednesday i had like 19 bug zappers show
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
00:40:09.080
the conveniences of technology but don't just look at it as like hey how can we make it convenient
00:40:15.880
for people to buy look at it as how can i make people feel fucking valued all right absolutely
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
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
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
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
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
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
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
00:42:36.500
listening to this you guys have no fucking clue the kind of opportunity that you have in front of you
00:42:42.460
you know when i started in business man we didn't have a fucking internet you know we had email
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
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
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
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
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
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
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
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
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
00:44:46.920
to make it priority number one so do the right fucking thing okay um social media has made every
00:44:52.560
business a small town business so more than ever people not going to give a shit what you sell
00:44:57.980
unless they first trust who you are all right that's point number two and point number three
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
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
00:45:14.120
every single customer nobody's going to shop with me okay you have to think of yourself like that you
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
00:45:26.560
because they're losing market share to people who actually fucking care you want me to beat the
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
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
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
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
00:45:58.580
all for joining us and thank you to uh to kathy john and wesley our uh periscope winners um guys