REAL AF with Andy Frisella - Harnessing Humanity： The Key to Building a BILLION Dollar Brand, with Andy Frisella - MFCEO227

00:00:00.380 I can stack them hundreds to the roof. I ain't stopping till they stack to the moon.

00:00:04.880 Without me, my family wouldn't have food. Anybody go against me gotta lose.

00:00:12.820 What is up guys? You're listening to the MFCEO Project. I'm Andy. I'm your host and I am the

00:00:19.100 motherfucking CEO. This is a little old-fashioned, but I wanted to send you a handwritten letter 0.99

00:00:25.800 thanking you. It's easy to hit like on a post or comment. It takes some effort to write it out,

00:00:32.760 especially with my handwriting. Bro, I feel you. I need to tell you the impact your movement has

00:00:38.740 made on me. I've owned an insurance agency since 2011 in Atlanta, Georgia market. We've been

00:00:45.920 successful and have grown every year. I started listening to your podcast consistently around

00:00:52.900 January of 2017. I noticed right away that your potential messages had me thinking differently

00:00:59.380 and more aggressively. Basically, I reached down, I grabbed my balls, and I got to fucking work. 1.00

00:01:05.980 Since that time, I've taken my company from $2.3 million to $4.8 million in premiums. 0.99

00:01:14.080 We are nowhere near where we want to be, but we're making some serious progress and you've

00:01:19.720 helped me realize that I'm capable of doing this. This is a fucking movement. Thank you for what you 0.99

00:01:26.020 do and allowing me to be a part of it. James D. Chapman. That's what's up. Bro, James D. Chapman,

00:01:37.000 you're the fucking reason I do this podcast. You're the reason that I spend hours upon hours upon 1.00

00:01:45.680 hours a week, not getting paid, not selling a project, giving my time to help people like you,

00:01:56.200 James D. Chapman. It's people like you, James D. Chapman, who make me realize that I'm on the right

00:02:05.940 path. Anything that we do, anything that we attempt to do outside the norm,

00:02:15.680 we are going to have people hate on it. We are going to have people talk shit. We are going to 0.99

00:02:21.060 have people not like it. We are going to get frustrated. We are going to get angry. We are

00:02:26.200 going to get pissed. We are going to feel like quitting. But things like this, this letter that's

00:02:33.600 written on yellow legal pad paper and quite honestly, some of the shittiest handwriting I've 0.99

00:02:40.500 ever fucking seen besides my own is what reminds me of why the fuck I do this. So thank you, James 0.98

00:02:51.540 Chapman, because today I didn't feel like doing a podcast. I didn't feel like sitting down and

00:03:00.240 talking about something that I was passionate about, that I care about, that I feel strongly

00:03:06.620 about. But you changed my mind, bro. I sat down at my desk about an hour ago. I was going through mail.

00:03:14.160 I opened up this letter. And by the way, I read all your letters. I don't respond to everyone

00:03:19.200 because it's impossible. I can't keep up with it. The love that you guys show me is overwhelming to

00:03:25.880 the point where I just can't do it. So don't think that I don't read the messages. But sometimes,

00:03:31.220 just like a lot of you guys tell me, messages come at the right time. And today was one of those days.

00:03:39.080 Today was one of those days where I was thinking about like how fucking stupid people are and how 1.00

00:03:44.480 annoying they are and how much I want to punch everybody in the fucking mouth. And I don't 1.00

00:03:49.460 really feel like going to record a podcast. I was feeling selfish because I was actually feeling like,

00:03:54.760 hey, I don't really want to record a podcast because, you know, it doesn't fucking matter. And I'm not 0.81

00:04:00.400 getting anything out of it. And that reminded me of something that I talk about with you guys all

00:04:09.000 the time, which is providing value without expectation. All right? Lots of people these

00:04:18.000 days will talk to you about value. Value equals dollars. Value is how you get paid. You got to

00:04:24.120 create value. Blah, blah, blah, blah, blah, blah, fucking blah. Right? We hear it all the time. 1.00

00:04:29.460 We hear it so much that we forget what it really means. And the asterisk there is without expectation.

00:04:37.980 Right? I truly feel like that the more you give without expecting anything back, the more people

00:04:44.880 feel obligated to give back to you. You know, it's like when you do a really fucking great job for 0.93

00:04:52.740 somebody. Like if I, if I came to your house and I fucking did over the top job landscaping your yard, 0.98

00:05:02.180 I mean, dude, it is just fucking beautiful, fucking beautiful to a point where you walk out 0.99

00:05:08.580 and you look around and you're actually get a fucking boner looking at your yard. And for you 0.99

00:05:15.100 girls, it would be a cloner. All right? So you're so excited about how great your yard looks that you

00:05:23.620 literally can't fucking wait to tell everybody about it. But then I come up to you and I ask you 0.92

00:05:31.300 for a recommendation. I get asked this a lot. I get, dude, do you, do you, uh, do you think that

00:05:40.320 asking for a recommendation cheapens the actual chances or the actual quality of the product and

00:05:47.160 the chances that they will get a recommendation? I think it depends on the circumstances. I think

00:05:53.220 sometimes when you do a really, really great job, I think that if you know it, you're better off not

00:05:59.540 asking for the recommendation. I think you just let it happen organically. Um, sometimes I think

00:06:06.260 it's okay to ask. I think it just depends on, on how you feel. You know, um, I found really good

00:06:13.000 success with, uh, not asking for the recommendation in my business and people just do it. Cause we go over

00:06:18.780 the top. Now with the podcast, I have to remind you motherfuckers on a consistent basis to fucking 1.00

00:06:23.600 push it out there because we don't advertise and we don't do anything. So I don't know. I think it 0.99

00:06:27.880 just depends on the context. Um, but I know this, I know that you have to understand that value,

00:06:36.180 real value is what's going to get you paid. You know, people talk about this shit all the time and 0.99

00:06:43.160 they talk about it in, uh, I don't know, like a cheesy fucking way. You know what I'm 0.99

00:06:48.720 saying? Like people just say that shit over and over again. I feel like it becomes almost 1.00

00:06:55.120 like we don't even hear it. Yeah. I mean, it's, it's a catchphrase nowadays. Wait, who

00:06:59.060 are you? Oh, I'm Vaughn. Why the fuck are you here? Why is Vaughn's voice sound so sexy

00:07:03.200 now? That's true. Much sexier than Vaughn. Dude, like, I just feel like, you know, people

00:07:09.140 get, uh, like it's one of those buzzwords that people are like driving. Do you think people

00:07:16.920 really understand fucking value? No, I think that they just parrot that shit. I don't think 1.00

00:07:22.420 that they actually grasp the concept of it. I mean, dude, we go around and we speak to

00:07:25.980 fucking people. Oh, I mean, you come with me to every event. We see these people all 0.99

00:07:29.960 over the fucking country and it seems like the same thing over and over again. Their, 0.99

00:07:35.960 their product just fucking sucks. And I'm not talking about their product. Like they might 1.00

00:07:39.980 have a great product, but the way they deliver it, the way they fucking present it, the way they 1.00

00:07:44.140 go about communicating to fucking people just sucks. And that's why they can't get it to 0.99

00:07:48.760 fucking catch, catch, uh, catch on. Or they're trying to nickel and dime and monetize every 0.98

00:07:55.980 little aspect of it. You know, they're like, well, you know, if I, if I were to go out and

00:08:01.420 do this, it would cost me this. And there's no return on that. And I just feel like people

00:08:05.380 just don't grasp the idea of giving value, real value to create an experience and having

00:08:11.420 faith enough that it's going to come back. Um, well, and I think that's where they get

00:08:17.080 lost a lot is visualizing how it's going to come back to them. Yeah. They look at it like

00:08:22.020 it's a, um, like I've got to pay a dollar and I've got to get a dollar back. Otherwise it's

00:08:28.460 a waste of fucking money. And when we talk about customer experience and we talk about providing 0.99

00:08:33.680 value, we're not talking about, uh, you know, something that's completely measurable. You

00:08:41.760 might not be able to measure what you're doing for, for years to come because you don't really

00:08:47.020 know what growth that's going to create. So like you might be spending X amount of dollars

00:08:53.880 and resources. And like some of you guys are like natural born like, um, accountants, right?

00:08:59.220 Like your bean counters. That's what you fucking are. And you cannot grasp the idea that what 1.00

00:09:08.620 you're putting out in expense and dollars and cents to create a great customer experience

00:09:15.300 is actually going to come back to you, but it's going to take, you know, 90 days or 180 days

00:09:23.000 or a year for it to come back and, and, and for you to see that financial return. And I think a lot

00:09:30.020 of people fucking discount, uh, you know, just shit like this, like, like, you know, dude, how much, 0.99

00:09:35.940 how much time would it take? It took this guy a year to go from fucking two point, what'd he say? 0.99

00:09:41.240 2.3 million to 4.8 million. That's fucking over double. It took him one year. That seems like a 0.99

00:09:46.900 long time, right? Like I'm planting these ideas and that's us. I know. But what I'm saying is,

00:09:51.100 like, I'm planting these ideas in this motherfucker's head, you know, and he's going out and executing 1.00

00:09:56.380 them. And in one year he doubled his fucking sales. So that sounds like, you know, when you talk about 1.00

00:10:03.460 a year from now, you're going to have a return. People think that that's forever. Like that's

00:10:10.080 fucking fast. You know what I mean? And, uh, I don't know, man, like that's the reason we do this 0.99

00:10:17.840 fucking shit. You know, that's the reason we, we do this podcast. But, but I think when, when you, 1.00

00:10:23.200 when we talk about most people having the perspective of what aggressive patience means

00:10:31.580 and what it means to be putting value out there and what it means is to drive extreme over the top

00:10:38.360 customer experience over and over and over and over again. You know, I feel like most of these

00:10:44.440 motherfuckers, they like do it once or twice and they're like, Oh, it didn't work. Didn't work. 1.00

00:10:48.900 So I'm going to pull back and I'm going to fucking, you know, not do it. Dude, providing extreme value 0.96

00:10:54.880 and building great customer experience is something that you have to fucking make a habit. You have to 0.97

00:11:02.040 ingrain it into your culture of your business. You have to have every fucking person that puts on a 0.99

00:11:08.080 shirt with your logo on it or represents your brand in tune with the over the top mentality. 0.99

00:11:14.440 You know, you can't try it for a day. You can't just like try it for a month.

00:11:20.840 It has to become what your business is and who you are. And the truth of the matter is,

00:11:27.900 is that if you don't make this part of who you are and you don't make delivering extreme value part

00:11:35.060 of what you are and what your business is forever, you're going to come across somebody that does and

00:11:41.040 they're going to beat you. And that's just the fact of the game that we're playing these days.

00:11:45.960 We're playing in a completely word of mouth driven market where customer experience testimonials, 0.94

00:11:55.360 whether online or in person or text or fucking social media or whatever drive business. 0.99

00:12:02.120 And if your product sucks and your service sucks or your experience sucks or something about anything that 1.00

00:12:07.900 you do sucks, guess what? Your results are going to suck. And that's just the way it is. You know, people ask me 1.00

00:12:14.580 all the time, when's the best time to advertise? Let me tell you when the best time to advertise is. The best time

00:12:19.480 to advertise is after you've worked out all the bugs. Your product's good. Your service is good.

00:12:26.280 It's responsive. It's quick. It solves the problem. Your customer experience is good. You have people

00:12:33.360 out there who are going way out of their fucking way, like James D. Chapman did here to thank you 0.94

00:12:41.380 for what you do, no matter what it is. You might be listening. You might be saying, well, I changed oil 0.96

00:12:47.340 for a living. Well, if you don't figure out a way to make it fucking amazing, guess what? Somebody's 0.95

00:12:53.480 gonna, and they're going to fucking beat you. All right. You guys who are in business right now are, 0.99

00:12:59.020 are 98% of you are perfect examples because we're in the beginning of this shit. By the way, 0.99

00:13:07.840 this is the beginning of this revolution. All right. What you guys don't fucking understand is that

00:13:14.860 while social media, it seems to you to have already gone and taken off. We are really in the midst of 0.98

00:13:23.460 something that's much, much bigger than that. And we're in the midst of a customer experience

00:13:29.760 revolution. Okay. If people don't love to buy from you, if they don't fucking feel passionate about

00:13:36.980 you, if they're not excited about you, if you're not doing something to make them fucking incredibly 0.95

00:13:43.000 over the top loyal to your brand, you will not last. This is not an option. This is not something

00:13:50.940 that you can pick and choose. Your product has to be great. Your service has to be great. Your

00:13:57.220 experience has to be great. Your follow-up has to be great. Or you're going to fucking lose. Because

00:14:04.500 what's happening now, and this has already happened by the way, but there's so few companies taking

00:14:10.700 advantage of it that you have a tremendous opportunity. And that opportunity is this.

00:14:16.220 You have an opportunity to beat everybody that you compete with in business. All right. And a lot

00:14:21.280 of people will say, well, you're not competing with any bullshit. You're competing with a bunch of other 0.99

00:14:24.740 motherfuckers. All right. Now the way to beat them is to focus on what you do and do it best. So when 1.00

00:14:31.680 people say to you, oh, well, don't worry about your competition because it doesn't matter. No, it

00:14:37.420 fucking matters a lot. What they're really saying is that you need to not worry about your competition 0.98

00:14:44.300 and be reactive in nature. And what you need to do is to think about what you offer, how can you be the

00:14:52.400 best? And you have to go fucking make that happen. That's what people say when they're saying, don't 0.98

00:14:58.900 worry about your competition. It's irrelevant. No, it's fucking very relevant. But the way you beat

00:15:05.380 your competition is by being fucking good, concentrating on your product, building the best product, 0.98

00:15:11.340 building the best service department, creating the best experience over and over and over again on 0.97

00:15:17.740 purpose, by design, being strategic and tactical about every single step that you take to provide

00:15:25.560 something that makes people say, holy shit, that was the best experience, not the best experience in 0.64

00:15:32.740 your little niche. That was the best experience I've ever had shopping anywhere. And I think if I say, hey, what 0.99

00:15:39.180 was the best experience you've ever had shopping anywhere? Most of you can think of it within five

00:15:43.700 fucking seconds, probably two seconds because it's so far above and over the top of everybody else. 0.96

00:15:50.440 And what we have now is a situation where it takes literally seconds for our customers to tell every 0.99

00:16:02.220 every single person that they possibly know from the time they were in fucking preschool until now with 0.98

00:16:11.500 the click of a mouse, how great you are or how bad you are. Okay. Now, are you smart enough to take 0.99

00:16:21.440 advantage of that? Are you smart enough to understand what value really means? Most of you are not. Most of you

00:16:31.280 are perfect examples of what's wrong with society. You don't like that tough shit. It's the truth 1.00

00:16:37.960 because here's what I mean by that. Most of you look for every little opportunity to cut part of the

00:16:47.440 process out so that you can make it easier on yourself. That's what most people do. It's human nature.

00:16:55.820 Okay. I've got to get from here to a hundred miles away. Well, I could walk there or I could invent a

00:17:03.040 wheel and I can make a cart and have a horse pull me. That's what we do. We learn to make shit easy on

00:17:10.620 ourselves. It's human nature. So I'm not criticizing you personally. It's just how we are. We as humans are 0.99

00:17:18.440 fucking lazy and out of laziness comes pretty incredible solutions. But when it comes to running 0.99

00:17:26.680 a business, the true value of what you offer is going to be found in the inefficient things.

00:17:35.120 I want you to think about this for a minute. Think about what it looked like to go into a grocery

00:17:41.340 store 15 years ago or 10 years ago. You would walk into the grocery store. There would be a

00:17:47.600 checker and a bagger at every single fucking checkout station. If you went to Home Depot, 0.99

00:17:53.540 it was the same thing. If you went to the bank, it was the same thing. All right. But what do we have

00:17:59.320 now? We've got one fucking checker. What does that checker do? That checker is there to observe the 0.99

00:18:05.300 computer system to check us out, to make sure that the computer is working properly. All right. And

00:18:11.760 most people are like, well, yeah, duh, that's more efficient. Well, here's the thing. What if,

00:18:18.500 what if a store were to open up next to Home Depot? Let's just say it was Lowe's. Lowe's and Home Depot

00:18:27.660 are pretty, pretty interchangeable in my opinion. One doesn't supersede the other too much at any given

00:18:33.320 time. What if one of them used automated checkers like they do, like they both do. And what if the

00:18:40.560 other one were to say, fuck these automated checkers? You know what we're going to do? 1.00

00:18:45.640 We're going to, we're going to station every single person, every single lane with a person

00:18:51.360 who's not only going to be just checking them out, but is going to be well-trained in every project

00:18:58.660 that's going to be there to help them have a great customer experience. That's going to be

00:19:03.180 trained in how to, how to be polite and not be annoying and have sensory acuity to create

00:19:09.440 awesome experience for the people that are checking out. Okay. Now I know that a lot of you like me

00:19:16.220 fucking hate people and checking out with a computer is fine, but most people like personal 0.98

00:19:24.740 interaction. Most people love it. And when it's being taken away more and more and more by technology 0.99

00:19:32.680 that creates an awesome opportunity for us to create a better experience because automated experiences

00:19:41.880 are for the most part, sterile. They're indifferent. Nobody cares. But with a person, which by the way,

00:19:50.660 you have your ability to do this, with a person, we can create memorable experiences. We can create

00:19:58.780 situations that people talk about and quote unquote, as Seth Godin says, sneeze about. That means they're

00:20:05.200 going to talk about it. All right. And you guys who are inherently lazy, like all humans, look at your

00:20:14.600 business and you say, where can I cut this cost? And where can I cut this cost? And where can I cut this?

00:20:18.780 And what can I do here? And what can I do here? And what you're doing is you're creating a situation

00:20:24.180 where you're no different than your competitors. And what I would encourage you is to really think

00:20:29.980 hard about what bringing value truly means. It's not just about your product. It's about your entire

00:20:39.640 fucking brand. And I would encourage you to really think what you could do to stand out from the 1.00

00:20:47.200 companies that you compete against. What can you do? And the answer, luckily for you and unluckily for

00:20:55.160 you, lazy motherfuckers, is going to come in the form of some sort of human inefficiency, meaning that 1.00

00:21:04.780 it's going to take fucking effort. It's going to take effort like James D. Chapman did right here, 1.00

00:21:11.680 where he took out a fucking actual pen. And instead of leaving a comment or sending me a DM, 0.98

00:21:18.580 he wrote a fucking letter. And guess what? That got my attention. And now I've said James D. Chapman 1.00

00:21:24.380 47 fucking times. I've said it to prove a point that inefficient things create real value. 0.97

00:21:34.020 Inefficient things grab attention. Inefficient things make people say, wow. Inefficient things

00:21:43.200 make you fucking money. And if you can't grasp that concept, because we are talking about going 0.98

00:21:51.040 against the grain right now. What's the grain? Everybody's going towards automation. Everybody's

00:21:57.460 going towards drip campaigns. Everybody has a click funnel. Everybody has this. Everybody has that.

00:22:03.200 Everybody has this. And I'm not saying those tools aren't useful, but everybody's inherently going

00:22:09.720 towards easiest automation techniques possible and removing the human element. And the human element

00:22:16.240 for you, the small business owner, is the most valuable element that you can have. And guess what?

00:22:22.360 It costs the least amount of fucking money. All right? You guys have to learn to harness the human 0.99

00:22:28.260 element. You have to learn to make the humanity of your brand work for you from a product standpoint,

00:22:36.640 from a service standpoint, and from a culture and overall experience standpoint. And if you want to

00:22:43.280 know what brands are going to do for the next 20 fucking years that are going to create the biggest, 0.90

00:22:49.540 most valuable brands on earth, they are going to be the ones that harness humanity. They are going to be the 0.67

00:22:55.940 ones that step out from behind the logo and say, hey, we're just like you. How can we help you? How can

00:23:04.320 we make your experience better? Hey, how are those products working out for you? Hey, are you still

00:23:10.960 enjoying the new tires on your car? I know it's a boring subject, but look, you know, your satisfaction

00:23:16.300 and your appreciation of that product means a lot to us. So I'm going to call you on the fucking phone 0.99

00:23:23.200 and I'm going to ask you about it. And a lot of you guys will cop out on this shit because you think 1.00

00:23:27.880 it doesn't fucking matter. But I'm going to tell you right now, we're going to do over $200 million 0.99

00:23:31.800 this year. And next year we're going to do 400. And the year after that, we're going to do a fucking 0.60

00:23:36.500 billion. And you know how we're going to do it by harnessing a fucking bunch of fucking humans that 1.00

00:23:42.560 give a fuck about what we do and what our customers experiences are and what our products deliver 0.99

00:23:49.380 and what the service behind our brand stands for. We're not going to do anything that is like 0.96

00:23:58.220 sending somebody to the fucking moon or creating some sort of situation that is like so out there 0.96

00:24:05.160 that it's impossible to fucking fathom this new technological breakthrough. We're not inventing 0.98

00:24:12.020 a fucking wheel. But what we are doing is bringing back the value of the actual human experience. 0.94

00:24:20.080 So when you talk about value and you hear the word value and you hear the words, you know, 0.99

00:24:25.140 deliver value and get fucking paid from all these motherfucking gurus that have never actually built 0.99

00:24:31.560 a brand and don't actually work inside their companies and don't actually stare at a warehouse full 1.00

00:24:36.680 of product like I do right now when I'm fucking doing these podcasts and don't actually deal with 0.89

00:24:41.280 employees every day and don't actually fucking do anything other than sell you the idea of 0.96

00:24:47.480 success. Remember that when they talk about bringing value, even though they don't know what the fuck 0.99

00:24:53.380 they're talking about, that bringing value is exactly what's going to get you fucking paid. 0.99

00:25:11.280 so 0.99

00:25:19.200 you

00:25:19.480 You

REAL AF with Andy Frisella - April 03, 2018

Harnessing Humanity： The Key to Building a BILLION Dollar Brand, with Andy Frisella - MFCEO227

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