REAL AF with Andy Frisella - How to Integrate Subject Matter Expertise and Sales, with Andy Frisella

00:00:00.000 what is up guys you're listening to the mfceo project i'm andy i'm your host and i am the

00:00:12.940 motherfucking ceo guys if this is your first time listening welcome uh we are an entrepreneur

00:00:19.240 podcast unlike any other on earth uh you and your family and your friends live inside of a box and my

00:00:30.680 job is to help you move outside of that box society tells us all how we're supposed to live

00:00:38.700 how we're supposed to work how we're supposed to behave and what you need to realize is that

00:00:44.560 society also has a plan for you and that plan is for you to live in a mediocre box your entire life

00:00:53.380 serve other people uh help other people make money with you making very little and come to a point

00:01:00.860 where when you're used you're tired and it's time for the next generation to come along you get

00:01:08.500 crumpled up and thrown in the fucking trash and my goal our goal with this project which this is

00:01:15.800 exactly what this is is a project it's a movement it's a cultural correction is maybe the best way

00:01:24.040 to say it against the politically correct the fucking bullshit things that our teachers teach us

00:01:31.540 the limiting beliefs uh the limiting beliefs all of the things that have taken the greatness of american

00:01:37.900 work ethic and and and an accomplishment out of our society over the last 30 years this is a

00:01:45.440 fucking movement against that so what you're going to get here is you're going to get real practical

00:01:51.900 advice the reality from real people who have done real shit regardless of what the fucking world has

00:01:58.980 told them and i'm a prime example of that okay now tuesdays we have practicality podcast which that's

00:02:07.660 what we're going to have today that's going to be things that you can actually take go out and use to

00:02:13.540 help you create a better life for yourself whether that be uh you know financially uh socially

00:02:21.460 relationship wise physically all of these principles of being an entrepreneur are the same because they're

00:02:28.400 the principles of success not just entrepreneurship so if you don't actually own a business and you work

00:02:34.940 in a business these principles still apply to achievement so don't tune out because you think oh

00:02:41.000 well i don't own a business you're going to miss out on some very valuable info i would honestly say

00:02:46.000 that our podcast is at least half uh mindset and and the other half is practical advice for success so

00:02:53.780 even though we're we're categorized as a entrepreneurship podcast i think our scope

00:02:59.540 stretches far beyond that reach um as always my co-host here uh vaughn kohler the pastor of disaster

00:03:09.140 he's here to help me out what's up my man things are good and i have to tell you i feel like you've

00:03:13.620 been hitting your stride with it when it comes to uh to your snaps because i particularly enjoy the

00:03:19.840 integration of more country music type of snaps oh yeah like the best one ever was the uh don't

00:03:24.980 pretend you don't know you know which one on a train bound from dover oh i met up with a gambler

00:03:30.300 we were both too tired to sleep yeah who doesn't know that song oh yeah but that's a classic song right

00:03:34.560 that's the best yeah tyler you don't know fucking kenny rogers the gambler everybody knows that even

00:03:39.740 your fucking fake california ass yeah unfortunately kenny rogers has kind of given himself over to plastic

00:03:45.380 surgery hey man whatever you got the song is still awesome dude whatever you got to do you know

00:03:50.240 my snaps you know a lot of people try to box themselves in with like what they identify with

00:03:57.380 like one like oh i love rap music and that's all i listen to or i love country that's all i listen

00:04:01.480 because i'm a country guy dude i like good good shit like one day if i'm feeling country i'm gonna

00:04:06.700 listen to fucking country i'm gonna listen to jamie johnson you know what i'm saying yeah uh the next

00:04:12.160 day or an hour later i could want to listen to fucking two chains or fucking you know drake or

00:04:17.980 uh you know whatever i'm listening to you know what i mean like right now i'm listening to asap fergie

00:04:23.580 or whatever the fuck that guy's name is i have no idea who that is but asap rocky in your mind who's

00:04:30.160 the best country music singer of all time jamie johnson by far hmm by far by far are you familiar

00:04:37.800 with his stuff no oh dude if you like country and you don't know jamie johnson then you don't

00:04:41.880 when did he start dude he's he's relevant now oh he's relevant now but i mean he's he started out

00:04:46.660 as a writer like he was behind the scenes just a writer then he started singing uh and now like

00:04:51.920 he's kind of under the radar for a lot of people because he doesn't get radio play but like if you're

00:04:56.340 into country music you he's real country music uh like hank williams jr jr exactly yeah but like

00:05:03.240 more modern but same like same era feel if that makes sense you know what i mean it's not pop

00:05:11.680 it's real shit well i like the fact that you post a lot about your dogs and that actually raises a

00:05:16.240 question in my mind i was going to ask you i've been meaning to ask you this if you were planning

00:05:19.200 on going into business with somebody and you had you know met the guy seemed like a good guy and then

00:05:23.700 he came over to your house and your dogs had a very very negative response to him like they hated

00:05:29.560 him yeah would that yeah you reconsider deal killer for sure would it be a deal killer yeah for sure

00:05:34.820 yeah i think animals have an innate sense about people you know what i mean i think you could tell

00:05:39.000 a lot about somebody's character by the way animals react to them yeah i mean i i don't know i've seen

00:05:46.840 i've had enough experiences to know that like you know like if i i can go up to anybody's dog no matter

00:05:54.500 how mean it is and the dog will fucking like me you know what i mean i think they have a the ability to

00:05:59.340 to sense like intentions absolutely you know yeah so i don't know um so guys i'm just going to jump

00:06:06.920 into the topic right away um you guys have all heard me say many times you know entrepreneur is the

00:06:12.560 new rapper or it's cool to be an entrepreneur right now and now what you're starting to hear

00:06:17.060 people say is you know you need to add subject matter expertise to your products you have to

00:06:22.040 become the expert you have to become the guy well i've been saying that forever you know this isn't a

00:06:27.740 new concept and today i want to dive into like the actual in detail non-confusing language of what

00:06:35.680 that actually means because we hear all these things macro micro uh this that blah blah blah blah blah blah

00:06:42.000 get practical you know we hear all these buzzwords but what the fuck does that actually mean and that's

00:06:47.620 what we want to break down today you know um the the thing right now i feel like with entrepreneurship

00:06:53.360 is that you have a lot of guys out there trying to talk over the intelligence of their audience so

00:06:59.700 they can feel so so their perception is wow this guy's really smart i need to dig in and see what he's

00:07:05.220 talking about when in reality this is very simple fucking shit you know this is not

00:07:09.580 a new concept this is not something that um was invented last week or last month or last year you

00:07:18.880 know we've been doing this in my business since the day we started in 1999 and that's how we built our

00:07:24.860 business you know into what it is today and that's how we're going to continue to build our business

00:07:28.360 into what we want it to be um and and that's what we're going to talk about today we're going to get

00:07:32.640 into the practical uh the practical you know nitty-gritty how to to actually become an expert

00:07:41.340 uh on subject matter so that you can actually sell shit all right uh so the first thing is you know

00:07:47.660 becoming a subject matter expert that can back up your product or services and two how do you develop

00:07:54.500 that subject matter expertise culture into your business with your your entire employees it's not

00:08:00.140 enough for you to be the only expert every single person that represents your brand and we have

00:08:06.540 thousands of people that represent our brand by the way has to become a subject matter expert they have

00:08:12.080 to be able to become the brand okay and what i mean by that is like everything that they do everything

00:08:18.460 that they say everything that they post needs to somehow represent the culture of the brand and we're

00:08:23.600 going to talk about why this is important and what it means absolutely and um i think i think what

00:08:30.660 you're talking about is what you said earlier about being the guy right wait a minute did yeah was that

00:08:35.620 yeah yeah okay yeah i didn't know if that was uh edited out but no it's being the guy it's being a

00:08:40.460 resource it's not just being someone who sells someone something but being someone who actually

00:08:44.600 provides like a holistic experience for someone right and that's what you're going to talk about today

00:08:48.760 well yeah because dude right now like especially with facebook ads and especially with uh you know

00:08:54.500 the way thing because marketing has changed tremendously it used to be like you had to get to a certain

00:09:01.200 level like grinding it out so that you could afford to advertise on radio cable tv print because that shit

00:09:07.960 was expensive and and the way that that the nature of that beast is is very hard to target all right then it

00:09:15.440 started changing and we started getting into like where you have google adwords and now you have

00:09:19.700 facebook ads and now the little guy which is most of you guys listening has the ability to market and

00:09:25.660 brand and and do to build a brand through these new channels but they're not understanding how to

00:09:32.660 build a brand because we've gotten so targeted on our marketing that everybody's looking for an

00:09:37.340 direct roi on their fucking spend so what i mean by that is this you have two kinds of ways that you

00:09:44.880 can market you have brand branding and then you have direct response and every direct response is a

00:09:50.740 call to action where you're selling a shit right now today like by now branding is a long-term strategy

00:09:56.660 to get people to identify certain feelings about your brand all right and because marketing has become

00:10:02.460 so targeted and our ability to target people has become so pointed and so specific we have so many

00:10:10.840 guys out there that have totally thrown branding to the wayside which is stupid because branding is

00:10:17.060 what's going to carry your company long term and gone totally for roi direct response let's make a

00:10:23.480 dollar today and so for that reason they don't look at things like how to become an expert in the

00:10:31.240 subject matter because when you're doing a direct response ad it's it's really not that important

00:10:35.800 right you know what i mean yeah one of the things that i'd love to mention before you actually get into

00:10:40.700 the basic principles is you have you have often said that when you're an entrepreneur you have to

00:10:46.100 learn to live with tension and so there's a tension between what you really want and what you already

00:10:51.580 have there's the tension between aggressive patience like right you know it's gratification

00:10:56.700 working hard for what you can accomplish today but also realizing that it's going to take some time

00:11:00.960 right and this is another area where i think there's also is tension and the tension is um you can't just

00:11:08.620 focus on a single product and the details about that product you have to constantly have the big

00:11:13.580 pitch picture of the whole industry of the whole field of knowledge and that's what you're talking

00:11:18.200 about here is holding that tension uh together and constantly working of yeah i know a lot about my

00:11:23.180 product but i know about everything else that's apps that's in any way connected to it that yes 100%

00:11:30.120 that's actually the first thing i want to talk about was because like so many people focus on

00:11:35.520 a single external problem for the customer and they're missing the big picture because

00:11:41.360 the goal should be to solve like the internal problem the universal problem that these people

00:11:46.780 face because if you could solve the universal problem that these people face not just by selling

00:11:51.820 them a product but by helping them through the process of solving the problem now you're creating a

00:11:57.620 situation where your customers are way more likely to tell real stories of real success or real

00:12:03.940 awesome experiences with your product or service which is what's going to organically scale your

00:12:09.720 brand and people you know you hear this all the time right now because dude we do have a lot of

00:12:14.660 these entrepreneur guys out there speaking in fucking code you know like they're speaking dude i'm a

00:12:19.700 fucking pretty well respected entrepreneur and there's a lot of shit these motherfuckers say i have

00:12:24.160 no fucking clue what they're saying right what the fuck are you saying oh we got to fucking scale this

00:12:29.000 and this and this and this and this and blah blah blah blah fucking practicality and fucking uh you

00:12:34.020 know uh just all these fucking code words that like the average dude listening has no clue and it's

00:12:40.580 so important for you to say that because the average dude listening hears them has no idea what

00:12:44.880 they're saying it makes them feel stupid right right but that's the goal that's the goal the goal is

00:12:49.520 to make them feel dumb so that the person saying the shit feels like the expert right like dude i hear

00:12:56.260 these fucking 20 year old kids speaking in this code and i'm like bro you're way over complicated

00:13:01.760 but they're doing it on purpose it's a marketing strategy that's how they're trying to define

00:13:05.600 themselves an expert i've just found it much more effective to speak in regular fucking english to

00:13:11.340 help people actually get a result you know what i mean so you mentioned the the external right and

00:13:16.540 the internal tell me a little bit more about that so for example like people are and this goes back to

00:13:22.360 what i was saying about the the way that we market now people get so focused on selling a single

00:13:27.320 product or trying to get something to sell a direct roi on an ad that they've forgotten about the problem

00:13:33.880 they're trying to solve like for example if you're selling makeup to women you don't want to just become

00:13:40.020 the expert at a certain kind of lipstick and how this lipstick applies and you know what it does for

00:13:46.180 the person when they apply it which is the external problem you're solving you want to become the

00:13:51.180 expert on what it takes to make women feel attractive and beautiful all the fucking time

00:13:56.140 you know what i mean you want to put out content that's going to contribute to that to that whether

00:14:01.420 it be their exercise routine or their mentality of how they think or the words they use the internal

00:14:07.360 dialogue you want to become the expert on how to make someone feel beautiful so that they feel

00:14:14.060 obligated to use your lipstick sounds like what you're saying is you don't focus on just the means you

00:14:20.300 focus on the end in other words you focus on you focus on on the entire issue not just not just like

00:14:28.480 oh i'm gonna the lipstick analogy is actually purposely designed to to represent what i'm talking

00:14:35.340 about because it covers up the issue at hand right right literally so like you know while a woman might

00:14:42.780 feel attractive because she uses a certain kind of lipstick uh if she's still 60 pounds overweight or

00:14:48.640 she's unhappy with uh the way that her life is going or the psychology of a relationship or all

00:14:54.640 these things like that's gonna not make her feel good in the long term so like if a company came

00:15:00.820 out and they put out overall wellness content to contribute to what because that's why people are

00:15:06.280 really buying lipstick right they're buying lipsticks so they fucking feel good so let's contribute to

00:15:11.300 them feeling good with all different sites kinds of content and become the expert on how to fucking feel

00:15:15.540 good and we'll have no fucking problem selling our lipstick you see what i'm saying right so you're

00:15:19.820 going to deeper universal human human needs for example like in our business you know we everybody

00:15:24.880 knows we sell fucking supplements and you know let's just talk about protein powder you know i'm our

00:15:30.960 company is widely respected as the greatest protein manufacturing company on earth i mean i don't

00:15:35.840 think you'll even find a competitor that would disagree with us um you know but i'm not just an expert on

00:15:41.360 the exact manufacturing processes of the protein powder which i am okay i'm an expert on everything

00:15:48.860 it takes to achieve optimal health peak performance peak mental acuity peak mental strength all of these

00:15:57.440 things how the fuck do you think i became somebody who has a podcast that's 50 motivation it's not because

00:16:04.560 i sell fucking protein powder it's because i focus on how we can get people everything they need

00:16:11.800 to get the optimal result and that's why our company's been successful it's not just about the

00:16:17.480 protein powder in fact i would say as good as our products are which they're the best i would say most of

00:16:24.380 our customers stay with us because of all the other shit that we do to help them and i i just i firmly

00:16:31.300 believe that in my soul to be true you know experts by their nature are considered experts because they

00:16:38.740 have comprehensive knowledge they're not just an expert at one thing they're not just a fly-by-night

00:16:44.420 marketing company trying to run facebook ads and people who want fucking lipstick they're people who

00:16:50.540 know how to help people solve not only the problem on the surface but the problem under the surface as well

00:16:58.500 because people value that much more than the actual product that they're buying from you you know

00:17:04.820 does the product have to solve a problem yes does it have to do what it says you do yes does it have to

00:17:12.380 provide uh do you have to provide an over-the-top experience yes but the way you really build a brand

00:17:19.860 is by taking people and helping mold them into someone that they want to be and that's what we're talking

00:17:27.720 about here so it it goes to i mean it makes sense that if that's the case then you're basically saying

00:17:34.060 that the prerequisite of all this is you have to love the whole field in which your product is a part

00:17:39.660 because if you don't i mean it's like it's like a guy that would sell a banjo and then hates country

00:17:44.900 music hates bluegrass but the reason most businesses are failing right now is because what you're describing

00:17:51.100 is exactly how they look at it they're looking at a business as a money-making opportunity

00:17:55.880 they're looking at a business like like we get all these young people young bucks that i call them

00:18:01.020 you know emailing us in for the for seller factor we just went through the questions for the first

00:18:05.740 couple episodes the other day i mean so many of them were like i want to make money but i don't know

00:18:10.180 what product to sell dude you're looking at this the wrong fucking way you need to think about this

00:18:15.420 what problem do i observe and how can i help solve that problem and why do i care about that problem

00:18:23.780 and the answer is probably going to be because you have that problem and when you figure out that

00:18:28.760 you can help solve a problem that you actually have that you've dealt with that you have experienced

00:18:34.120 and had real issues with in your life that means you're going to have a the ability to really

00:18:39.820 communicate with people on that level so that they can understand that you understand what they're

00:18:46.440 going through and when you can develop that connection the money's going to fucking be there

00:18:50.440 so howard schultz of starbucks i heard him one time say that we don't sell coffee we sell an

00:18:56.620 experience of sophistication there's no question so that's what you're talking about yeah dude think

00:19:00.780 about it and he's right on think about it starbucks the guy's selling fucking five dollar shit that

00:19:06.120 costs 50 cents you go to the gas station you know what i'm saying why because when you walk into

00:19:11.020 starbucks you feel like you're fucking smart you feel like you're doing something important you're like

00:19:16.120 you know and and the average sheep consumer falls for it they're like ah you know i got my little

00:19:22.680 starbucks like dude think about it everybody's got there's a there's a stigma or a image of starbucks

00:19:30.040 i i say stigma most people would look at as a positive thing but like here it is right i'm walking

00:19:35.900 down the street with my fucking starbucks i got my fucking leather attache you know and i've got my

00:19:41.680 300 fucking shoes and i've got my nose in the fucking air and i'm important that's what starbucks

00:19:47.380 sells that's what starbucks sells absolutely you know what it sells like a motherfucker because who

00:19:52.420 doesn't want to feel good who doesn't want to feel important they're not selling you the fucking coffee

00:19:57.280 they're selling you the feel good the profit margins on their cups of coffee must be insane oh dude yeah

00:20:03.780 but but i mean that's what we're talking about here we're that's branding that's not an roi

00:20:10.740 on a fucking facebook ad that's not uh you know a profit margin on a fucking keychain that you're

00:20:17.160 selling you know via google adwords or a flashlight dude if you want to make and and it's important to

00:20:24.300 think like this because like and there's some people listening right now i know this who are

00:20:27.620 sophisticated smart people they're like yeah andy but i could take this product and i can run it for

00:20:33.120 two months or three months and make a couple hundred grand through these this and that yeah you can but

00:20:38.160 you got to consider this do you want to have to fucking hustle like that your whole life or would

00:20:42.980 you rather take that money that you could make and turn it in and roll it into building a real

00:20:46.720 fucking brand that's worth something that's that'll let one day some company's going to come pay you

00:20:51.180 fucking nine figures for that you could fucking then you're not having to chase you know the next

00:20:57.020 thing every three fucking months you know you there should be short-term and long-term strategies to

00:21:03.040 your business life and what and if you're a fucking if you're not a business owner or something like

00:21:09.020 that and let's say you're working inside a company the thought process is is no different the thought

00:21:13.900 process is still how can i help my company sell this thing or create this thing that customers want

00:21:22.040 not the product but the experience the feeling the actual what we're trying to convey from a branding

00:21:28.700 message because if you can think about that and figure that out and help create that you're

00:21:33.560 extremely valuable within your company extremely valuable the other thing that they fly by night

00:21:38.400 people do and they're usually young and they make guys i got hold that thought i have friends that do

00:21:43.760 this like that's all they do they're affiliate marketers they make a lot of money like dude i got

00:21:49.080 good friends that make a lot of fucking money doing affiliate shit they got the next product but i'm gonna

00:21:53.580 tell you right now every single all of them every single one of them all of them and i got dudes i'm

00:21:59.000 talking about dudes who make huge amounts of money eight figures a year personally okay

00:22:04.860 all of them tell me the same thing dude i wish i had something that i didn't have to fucking always

00:22:12.780 feel like i'm like you know going from this to that to the next thing and chasing this you know

00:22:17.380 like they all wish that they could figure out how to fucking do what we're talking about right

00:22:21.180 right and they're making eight figures because the point i was going to make is that the fly by

00:22:25.780 night people the people are so excited about making you know 200 300 000 usually they're young kids

00:22:32.180 because they don't realize when you get older that you know 2000 200 000 doesn't really go very far

00:22:37.260 not when you're gonna be out of that in a couple years maybe not even that those motherfuckers like

00:22:41.500 dude when you're fucking in your 20s and you get 200 grand it'll be gone in one year right there is

00:22:46.820 no question right like because you're gonna go buy a fucking watch you're gonna buy a couple

00:22:51.120 cars and and then you're gonna look at your bank account and you're gonna say fuck i only got

00:22:55.160 40 grand left and that 40 grand is gonna go into something else stupid you know what i mean because

00:23:00.260 you're stupid because you're young and everybody's stupid when they're young all of you listening

00:23:04.420 right now you just don't realize it that you're stupid right i'm still fucking stupid so if i'm

00:23:09.340 stupid you're stupid as fuck too so let me restate the principle so people can get it clearly

00:23:13.100 you can't make it your ultimate goal to solve a single external problem for your customer you use the

00:23:18.860 example of just making your lips lips look nice you have to make it your goal to solve a universal

00:23:24.700 internal problem so in this case uh helping women feel attractive or beautiful shameless plug for my

00:23:32.300 wife all right emily if you guys follow me you should be following my wife too emily frisella on

00:23:39.020 instagram um she has her own little brand and i never really post about it because she doesn't

00:23:43.380 she asked me not to because she wants to do on her own which i respect but i am going to talk about it

00:23:47.680 right now she has a cookbook okay um that promotes healthy cooking all right and it's not like healthy

00:23:56.000 cooking it's called fresh farmhouse kitchen it's a book that's like soul food but it's fucking a

00:24:02.300 healthy version of it all right and she's been doing great she's been building an awesome brand

00:24:07.800 her recipes are top notch uh you know that's part of the reason why i've lost 75 pounds in the last 12

00:24:14.740 months because i've been eating all the shit out of her cookbook because she tries a new recipe every

00:24:19.240 night so i mean there's no question that it works but what i want to talk about here is the brand behind

00:24:26.360 the book like what she's doing she understands something very well she's not just selling the

00:24:34.520 cookbook she's selling the lifestyle of her all right which is great because and it's genuine it's not

00:24:40.980 like a put on thing dude she's a wholesome country girl who fucking has real strong values and and

00:24:48.800 believes in living a certain way that's really in stark contrast to most of the females that are out

00:24:55.200 there right now um she believes in old school you know old school american values and she talks about

00:25:02.800 that through her snap she talks about it through her posts she talks about it you know when she's making

00:25:07.460 her recipes she talks about all and and dude females see this and they're like you know what

00:25:12.520 i want to be i want to be more like that i want to be a part of that and it's not just i'm selling

00:25:17.040 the recipes it's that i'm selling the lifestyle i'm selling what i want to feel like you see what i'm

00:25:22.300 saying she also solved the problem which is there are a lot of people who want to eat healthy but they

00:25:27.880 don't want to be associated with the the only thing i ever eat is alfalfa sprouts and i'm kind of

00:25:33.460 kind of the kind of the starbucks right right that you were talking about earlier that they don't

00:25:38.020 want to be the vegan right you know i don't know how to describe it but they want to be down home

00:25:44.000 right so emily solves that with her brain exactly so like you know it's not a matter of and if you

00:25:50.560 want a good example go watch her because it's not her selling the fucking book or selling a recipe

00:25:56.300 it's her selling a life and that's what you have to think about you know what what do you want your

00:26:03.860 product to represent from a what does it stand for and this is the beginning of building a culture

00:26:09.760 which is important because when you build a real culture around your brand you insulate yourself from

00:26:14.900 your competitors because no matter what price point your competitors sell at what their products are

00:26:19.900 it doesn't matter people say i associate with x when x is your brand and when they when they feel

00:26:27.980 like you they associate with you like the people who associate with first form they're not going to

00:26:34.120 other companies it's not even a question we're all part of a fucking team here we're part of a movement

00:26:39.400 and we're on a mission and we all see the same thing we're not out you know when it comes time to buy

00:26:44.480 next month's supplements we're not considering what to buy it's already an automatic we know what

00:26:50.440 we're buying and that's that's what you have to you know work towards with your brand if you're gonna

00:26:56.380 sustain a long-term you know initiative with your brand so right anyway so point number two uh yeah okay

00:27:06.400 that was point number one was long when it comes to educating yourself as the expert deep is always better

00:27:12.640 than wide all right and you're gonna have some people who are gonna say oh that's the that's the

00:27:17.220 lingo that we don't understand you know because you always hear deep is go deep don't go wide but

00:27:23.560 let's talk about what that really means i mean let's let's just because we ran along on the first point

00:27:28.840 i could skip all the perverted jokes um on deep is better than i was waiting for that yeah because we

00:27:33.920 all know that why is way better than deep but let's be real what does that actually mean what what does it

00:27:40.840 mean deep is better than why here's what i mean from an entrepreneurial aspect all right who's more

00:27:47.000 of an expert the guy who has skimmed through 50 books by people who really don't know shit or the

00:27:54.080 guy who has mastered the concepts by someone who knows everything about the subject and they've mastered

00:28:02.340 it okay it doesn't matter if you know a little bit about a lot of things you know there's that saying

00:28:08.840 jack of all trades master of none you don't want to be that guy you want to be the fucking master

00:28:13.880 on at least one point and that point needs to be whatever the fuck your problem is that you're

00:28:19.840 trying to solve and i'm not saying make the best lipstick again that's not the problem the problem

00:28:25.240 is make people feel beautiful get it we're not it's not the best protein it's how to help people

00:28:33.060 succeed and being successful with their fitness goals and feel good about themselves

00:28:37.520 you follow what i'm saying absolutely i and this is so relevant because you in the entrepreneur

00:28:42.700 space you always have people i mean i see these people all the time they're always bragging oh i

00:28:46.620 just read 10 books this week or i read a book a day or whatever and okay great how much did you

00:28:52.260 remember i mean you just you just i mean are you just reading to to get some sort of street cred that's

00:28:56.920 that's that's that's our culture everybody wants attention so that's a way to get attention

00:29:00.920 you know you know skim through a book remember one quote say i read this book this week and it

00:29:07.700 doesn't fucking matter what matters is is that you could take whatever you you consume turn around

00:29:12.720 and fucking teach it to someone as if you fucking made it up yourself right right that's what going

00:29:17.580 deep means all right every industry has all these books and resources and everything but the best

00:29:25.480 resources always always always always the ones that are mentioned over and over and over and over again

00:29:32.640 those are the ones that you need to fucking read and know as if you could teach it to a group of a

00:29:38.580 thousand fucking people all right you can't just know a little bit about it you've got to understand

00:29:44.380 and and i always say like you do you don't really know something unless you could teach it i believe

00:29:48.800 that like if you if you can't teach the concepts that you're and this goes for people if you're in a job

00:29:54.620 right now too like and i know you motherfuckers that work for me are listening and i have a lot of

00:29:59.540 them if you can't teach the concepts that i teach you you don't know them that's the truth and you're

00:30:06.440 never going to be great in our company until you could teach those concepts and that goes for anybody

00:30:11.040 else that works in any other company too um but once you master these resources and and i don't mean

00:30:19.000 like kind of know it i mean like fucking know it to where you could stand up in front of a seminar

00:30:23.520 and teach the shit that's what going deep means that's what mastery means that's what becoming an

00:30:31.120 expert means and a lot of people you know they don't really even understand what fucking being

00:30:35.860 an expert means you know they truly think that being an expert is perception of an expert like oh

00:30:43.200 like dude you know i've got all these fucking books in my office and i took a picture of it and then

00:30:49.260 people perceive me an expert because it's perception but how much of that can you stand up in

00:30:54.800 front of an audience and fucking teach how much of that can can you write about how much of that do

00:31:00.120 you truly understand that's what being a fucking expert means you know it's not perception man it's

00:31:06.240 it's it's it's deep that's what deep means you know so like when you hear these buzzwords deep and

00:31:11.920 wide understand we're talking about mastering a subject we're not talking about knowing a little bit

00:31:17.140 about a lot of things i i think dude if you listen to this podcast because so many guys

00:31:22.160 including gary gary v which you know he's my boy we fucking talk i just talked to him yesterday

00:31:26.820 you know and we don't agree on everything which is why we're fucking boys you know we we push each

00:31:33.300 other and challenge each other to think and that's okay but like dude gary likes to use his fucking

00:31:37.820 buzzwords he likes to use buzzwords and i wish gary would slow the fuck down and explain to people what

00:31:43.140 the fuck those things meant and i think he would be a lot more effective in what he teaches so

00:31:47.300 he he likes to use deep and wide so i hope you guys now understand what the fuck that means

00:31:54.340 what deep means versus what wide means if you learn nothing else learn that because being deep at

00:32:01.300 something and mastering something and becoming expert a true expert at something is always much

00:32:07.240 more valuable than being the guy that knows a little bit about a lot of shit i love that you mentioned

00:32:12.160 buzzwords because i think you're right so many people think that if you learn the jargon you're

00:32:16.140 an expert and when i was when i was in college here's the thing like i want to clarify something

00:32:19.940 yeah like gary is an expert all right yeah like like legit like yeah and i wasn't talking about gary

00:32:24.620 i was like so like when i criticize him i'm not criticizing him from a fucking like trying to discredit

00:32:30.440 him like gary and i sit down the conversations are fucking amazing like he's he's a very very very

00:32:36.160 smart guy so what i'm saying is is that if he took a little bit of time and and just kind of

00:32:43.280 slowed slow down a little bit which is against gary's nature because he's so fucking he's on level

00:32:48.200 1000 all the time he could affect a lot more people more positively you know i'm saying yeah so i'm not

00:32:54.620 saying he's not an expert the fuck no i know he knows the shit and you know and like when i say we

00:33:00.340 don't agree we agree on like 95 percent of everything but that five percent that just comes

00:33:06.460 from different perspectives on the routes that we've gotten there you know we're him and i we we

00:33:11.400 run different style companies our revenues are real similar i think he's doing it like 150 we're doing

00:33:16.140 it like 150 you know and we're going to get we're we're very similar our routes we both started a very

00:33:21.460 small uh retail operations um you know it's it's similar routes it's just you know that five percent

00:33:31.280 difference is what makes i think what makes the relationship between him and i really cool because

00:33:35.920 like dude even when we speak together we fucking argue about little things and i think that's good

00:33:41.280 for people to see because there's not only there's not just one way there's not just only andy's way or

00:33:47.120 only gary's way or only you know tony robbins way or whoever the fuck you want to say there's other

00:33:54.020 ways so like when you hear me say this is the way that's that's the way i did it that doesn't mean

00:34:00.580 that so and so might not have done it a different way but i guarantee you if you took all the people

00:34:06.040 that you watch grant cardone gary because mostly we have overlap with all these people right you watch

00:34:10.540 grant gary myself and you sat us in a room and we're talking 95 of the shit is the same

00:34:16.700 yeah you know what i mean but the five percent is the shit that like makes the conversations awesome

00:34:23.140 i think absolutely so it's two things that i think about as you're talking one is the last thing you

00:34:27.640 said is i think is the difference between rules and guidelines so rules would be like you know there

00:34:33.040 are specific hard and fast rules yeah like you got to solve a fucking real problem right right those

00:34:36.840 are the rules but when you talk about principles all you're saying is this is what's worked for me

00:34:41.240 this works and i think that's where you're saying gary might have a set of principles that have

00:34:45.120 worked for him you might have a set of principles that have worked for you but the rules of business

00:34:49.680 are inflexible but what i was going to say real quick is that when i was in college i was actually

00:34:54.340 a dj for the campus radio station and one of my jobs every day for like a semester was to read like

00:34:59.800 the the stock report or the dow jones and every day i'd get on and be like and the dow jones went up

00:35:04.880 3.45 whatever and i would do this over and over again and somebody asked me at the end you know

00:35:10.100 end of the semester like so are you an econ major no i i have like literally no idea what i'm talking

00:35:16.440 about and one of the things that i i think is so important to point out you identified gary as an

00:35:22.000 expert you are as an expert but just because people use the jargon and know the buzzwords doesn't mean

00:35:28.160 they have any idea what they're talking about in order in order to be a master that takes time and

00:35:34.040 you've been at this for 17 years and gary's been at this for however long if you want to fuck with

00:35:38.800 somebody want some of these fucking 20 something year old kids that are out there selling these

00:35:42.400 programs and they post these posts start asking them exactly describe what they're talking about

00:35:47.480 right like when they say you know like let's say they take something that i say or gary says or grant

00:35:52.720 says somebody who's done it for fucking years and years and years decades and ask them to explain the

00:36:00.400 concept like on instagram they'll probably fucking delete your ass and block you you know what i mean

00:36:05.840 because they don't fucking know it's just like a thing to get people to get other people who don't

00:36:10.380 know to buy their shit because they took a picture in front of their friend's fucking ferrari at some

00:36:16.920 bullshit airport in front of a private plane that's not even theirs so they could sell a fucking info

00:36:21.620 product if you're under 20 fucking five years old and you're selling an info product unless your name

00:36:26.440 is mark zuckerberg or you could prove that you've made fucking nine or eight figures a year for the last

00:36:32.420 fucking three or four years you have no fucking business selling a goddamn thing and that's the truth

00:36:37.080 yeah yeah so basically to wrap this section up you're saying get a very solid core of knowledge go deep

00:36:46.000 and then you can add the other stuff right yeah you got to learn the rules of basketball before you become

00:36:49.980 an expert at man-to-man right so that's right that's what people usually do it the other way

00:36:54.260 again because that's the truth you gotta you gotta learn the rules of basketball before you learn how to do

00:36:58.900 man-to-man dude you you guys uh uh coach wooden coach wooden yeah yeah go read wooden the the

00:37:07.660 tag it in the fucking bio yeah i will and i think it's by seth davis right yeah but it's the book that

00:37:13.260 just says wooden on it okay you know what book i'm talking about yeah i think it's on our list is it

00:37:17.160 well there's there's like a classic one that came out years ago and then there's a new one that's

00:37:20.540 awesome the new one it's like this big and it's got his picture on it it says wooden and gold yeah

00:37:24.420 put up that book in the link guys buy that book and read that book because he's a fucking expert

00:37:30.040 on going deep he understands what going deep means all right so read that fucking book and

00:37:36.500 you're gonna learn a shitload about leadership too absolutely all right so first two points recap

00:37:41.520 those points and then we'll get on okay you can't make it your ultimate goal to solve a single

00:37:45.280 external problem for your customer you have to make it your goal to solve a universal internal problem

00:37:50.360 and then the second point is when it comes to educating yourself as an expert deep is better

00:37:55.500 than wide in other words you must master the core material associated with your field or industry

00:38:02.100 and then you can begin to freelance and learn sort of the peripheral information right now this third

00:38:08.380 point is something that i'm very very passionate about especially with my own people okay so all of my

00:38:16.600 my own people who listen to this podcast pay the fuck attention to this all right and i know you

00:38:21.320 know this but we're going to use this as a uh uh you know kill two birds with one stone type scenario

00:38:26.760 so i don't have to talk about it at next month's meeting all right and i'm talking to all our

00:38:31.820 legionnaires too the thousands of legionnaires we have to listen to this in terms of customer service

00:38:37.700 this is point three in terms of customer service you don't always need to know the answers

00:38:42.860 but you always need to know and be willing to find the right answers for someone so many people

00:38:52.020 especially now especially in with in the age of the internet are so hungry to to be quote unquote the

00:39:02.020 guy that knows everything that they will fight till the end of time on their point

00:39:11.280 even when they don't really fucking know the answer to seem like they're the expert this is

00:39:17.420 especially true in fitness industry all right let me tell you something nobody fucking knows

00:39:23.900 everything nobody has all the answers if you have somebody who you think knows all the answers and

00:39:31.240 they say yes i know all the answers you need to quit following that person for advice because they're

00:39:37.060 lying they don't fucking know one of the greatest things that you can do because we always talk

00:39:42.780 about this how to create a loyal customer there's three steps one you got to educate the customer

00:39:48.480 two the customer has to go out on their own and experience the education that you provided so that

00:39:56.400 they see that it's the truth and that creates two which is trust all right so you have point one

00:40:01.900 educate point two trust which creates point three eventually which is loyalty all right so you have

00:40:08.520 educate trust loyalty now to get to point three the customer might have to go back and forth between

00:40:15.040 one and two a number of times for example you might have to teach your customer uh you know something

00:40:21.800 they're going to go out and and find out if you're telling the truth then they're going to come back to

00:40:26.560 you and they're going to ask you about something else and you're going to teach you something else

00:40:29.480 then they're going to go back and find out if you're telling the truth and they're going to go

00:40:32.260 back between educate and trust a number of times and eventually that trust is going to turn into

00:40:38.280 loyalty where they don't even question anymore now they're just fucking loyal to anything that you say

00:40:42.820 and and you can't betray that because if you ever get caught betraying that you're going to

00:40:47.860 fucking lose forever but the point is you have educate trust loyalty now one of the best ways to

00:40:56.140 create trust with people is to say this you know what i don't know the answer but i'm going to find

00:41:05.180 the answer for you you know why because that's the truth people are human bullshit detectors whether

00:41:12.300 you think you're slick or not one of the biggest problems with sales people is that they think they're

00:41:17.340 fucking smarter than the customer and you're not smarter than the customer the customer knows when

00:41:21.800 you're full of shit you should assume that the customer knows every time you tell them a lie

00:41:26.420 because they fucking probably do and you don't want to be the guy who fucks up the educate trust

00:41:34.280 loyalty progression because you're the guy bullshitting customers so understand that pretending to be an

00:41:45.160 expert because you're prideful about your own knowledge and saying things that you don't actually

00:41:51.680 know are true is extremely damaging to your business it's way way way more effective to tell the truth

00:42:01.220 and say you know what i don't know but i'm going to find the fucking answer because you know what

00:42:05.800 that's being a human and people want to do business with humans they don't want to do business with

00:42:11.180 with with carbon copy fucking trained overly professional fucking experts they don't want to do business

00:42:19.100 with that they want to do business with people they can trust and the way that you could trust people

00:42:23.840 is by telling the truth and sometimes telling the truth means being vulnerable that means at the risk

00:42:30.740 of looking like you know less than your competitors know but you know what that's okay because people like

00:42:36.740 the truth you know maybe your competitor does know the answer you know what maybe you need to call the

00:42:41.880 competitor to ask them the fucking question that the customer is asking you to find out the right answer

00:42:48.240 but let me get let me give you an example in our business we're retail i'm talking about retail

00:42:55.180 supplements now retail supplement business is very fucking competitive because the barrier to entry is

00:42:59.960 so low it doesn't cost a lot of money to start a start a retail supplement store and there's really

00:43:06.800 no regulations to getting into it so because of that you have a lot of fucking stores out there a lot

00:43:11.400 of retail stores and it's always like the same dudes i call it drunks opening a bar it's dudes who like to

00:43:17.440 work out who say oh i'm gonna fucking open a supplement store they know nothing about business

00:43:22.400 they're not business people all right they're workout people who are going to get into business

00:43:27.940 and for that reason you have this ultra competitive atmosphere that is very lacking in business acumen

00:43:36.380 uh from top to bottom which is why our retail stores do so well because we're fucking business people

00:43:42.000 you know and that happen to work out we're not workout people that know nothing about business

00:43:46.120 but what i'm getting at here is

00:43:49.340 we have a policy at our company to where if a customer comes in for a product that we don't

00:43:59.100 carry we will call and we will find that product no matter what so take for example uh this situation

00:44:08.040 which i i was actually there when this happened we had a customer come in and this is back when we

00:44:14.840 had a max muscle uh max muscle was a retail store chain and there was a few of them here in st louis

00:44:21.260 and they carry their own product i forget what it was called i think it's called max pro or something

00:44:27.300 like that but it's exclusive to max muscle so a customer comes in and they said oh you know i'm

00:44:35.360 looking for this max pro do you guys have it and we're like well no that's you know that's exclusive

00:44:41.140 to max muscle now in most retail situations in any industry this is where the fucking associate would

00:44:47.400 start to tell the customer how much better their product was versus how much uh that product over at

00:44:54.700 the other store sucked all right which is exactly what you don't want to do because that customer has

00:45:00.240 already made a decision in their brain that they like that product and by you trashing that product

00:45:05.600 what are you doing you're calling that person stupid you're saying you're a fucking idiot because

00:45:11.000 you spent your hard earned money on that product when in reality you know you don't have to do that

00:45:18.880 the way that you want to earn the business is by telling the truth so what do our guys train to do

00:45:25.080 well they're trained to solve the fucking problem obviously this customer loved the max pro which

00:45:31.720 we didn't have so what did our guy do he calls up fucking max muscle and he says hey i got steve

00:45:37.760 down here i can't remember the customer's name i got steve down here this is this is tony from

00:45:41.900 supplement super stores i got steve down here he wants to max pro uh chocolate do you guys have any

00:45:47.400 and they're like well yeah he's like well can you put one aside for my friend tony and they're like well

00:45:52.420 yeah and first of all the max muscle guy is like like what the fuck but the tony guy who came in

00:45:58.580 for the max pro what do you think his reaction was what would your reaction be they're committed to me

00:46:04.140 not themselves exactly and the poor and that's how you have to be in business now did tony go by max

00:46:11.020 pro absolutely he went and got it because he was blown away by what we just did but what was the story

00:46:16.840 that he fucking told was the story he told about max muscle or was the story he told about supplement

00:46:23.880 super stores no question it was about exactly yeah and that's how you have to think about your

00:46:28.860 business you have to think about what is the customer going to fucking say about me what is

00:46:33.660 the customer going to post about me what are they going to fucking tell their friends about me because

00:46:38.660 in the long game that's what matters all right and this is a real story i didn't make this shit up

00:46:44.080 this happens all the time with us if we don't have a fucking product we will we will figure out

00:46:49.340 how to solve the problem we had a guy call up here at first form it's actually got posted on youtube

00:46:53.700 i think you can google it on youtube i don't even know if that's can you google shit on youtube

00:46:58.180 you search for it on youtube um we had a customer call and actually uh tyler tyler's brother jordan

00:47:04.520 is one of our main customer service guys he he called up jordan on the phone and uh i just this is a

00:47:12.820 weird off the subject thing but man we got a lot of sets of brothers and shit that work here at the

00:47:16.260 company yeah we do yeah isn't that weird yeah yeah like it's funny because you know you're running

00:47:20.300 good shit when like one brother starts working here or a sister and then all of a sudden like the

00:47:24.400 whole family works here yeah it's the culture yeah right when my buddy or when my brother gets back

00:47:28.380 from the army he wants uh yeah he wants an interview that's too we can't have a i know right well you

00:47:32.960 said that about the tailors too but yeah two of those motherfuckers moved from cali yeah that's true

00:47:37.180 so uh which by the way we're always hiring great people just putting that out there right and we

00:47:43.780 have an awesome program with first form called the legionnaire program which you can work and learn

00:47:47.280 some awesome skills and make a lot of money doing just putting that out there too man i'm full of

00:47:51.980 shameless plugs today you are i never plug anything else so what's the what's the url that they're

00:47:56.320 supposed to go to uh i don't even what is the url for legionnaires well it's actually on iamfirstform.com

00:48:02.500 well now it's just linked on firstform.com yes join us yeah so that's where join the team or

00:48:07.220 join the team yeah go to go to firstform.com and join the fucking team we'll teach you some shit

00:48:11.600 and we'll show you how to make some money um you were talking about the youtube yeah so so uh so

00:48:17.460 anyway we had a guy call our people are trained to solve the fucking problem period and we had a guy

00:48:23.200 call up and say hey bro uh i'm looking for spark plugs for my for my truck and jordan was like uh

00:48:32.380 well we're a supplement brand and then it like kicked into him like oh fuck all right well this

00:48:38.380 is a good opportunity for me to like solve this dude's problem and create a fucking story and this

00:48:43.420 it turns out this guy was like making a youtube video to show people how we do this but this kind of

00:48:51.440 stuff happens on a daily basis so he calls up jordan gets on the fucking phone searches the the area

00:48:58.320 he's in the state of washington i believe right wasn't he yeah and um searches the area and finds

00:49:04.840 the the closest place to and then calls the place finds out what spark plugs are going to be best for

00:49:10.720 this guy's truck uh the the good the good option the premium option the middle option the cheap option

00:49:15.980 tells them where the location is gives them the prices gives them his recommendation about fucking

00:49:21.740 spark plugs okay amazing yeah we sell fucking vitamins man yeah but like the point of it is is that

00:49:27.480 your job is not to fucking solve the problem of just whatever you think the problem is your job is

00:49:34.500 to solve the fucking problem no matter what the problem is and that's how you create organic growth

00:49:40.300 now this guy goes and takes this video posted on youtube thousands of people see it and they're like

00:49:45.140 wow dude that's awesome now what's the perception you see what i'm saying so and it goes right along

00:49:53.520 what we're talking about did jordan know the answer to the spark plugs offhand fuck no he didn't but

00:50:00.680 what did he do he went out and he solved the fucking problem and he became the expert now i'm sure if

00:50:07.000 that guy calls and asks for you know where to get uh fucking d cups for his fucking wife jordan's

00:50:13.140 gonna google that shit and fucking find it you know what i'm saying but like you guys have to

00:50:17.200 understand that you're you limiting your expertise around your subject matter and not understanding

00:50:24.000 that to become the the the guy who solves all the fucking problems and is able to admit when he

00:50:30.360 doesn't know the answer but is willing to go fix whatever the issue is dude there is nothing more

00:50:36.420 valuable than that nothing the only thing that you can do in business that creates a better story

00:50:41.720 then that is the ability for you to solve a pissed off customer's problem because and this is another

00:50:49.080 opportunity to create tremendous value a lot of you guys will discount situations with customers when

00:50:55.700 customers are angry you'll be fucking you'll you'll dude i hear we see it on facebook 20 times a day

00:51:02.800 oh i heard this customer come in and he was fucking asshole blah blah blah blah blah blah why was he an

00:51:09.440 asshole he's probably an asshole because your company did something to make him a fucking asshole

00:51:14.360 so instead of looking at it like why is this guy being an asshole or taking it personal how about you

00:51:19.600 try to be empathetic to this guy's situation and remember that in your fucking brain if you're a loud

00:51:27.540 person and you complain a lot you're also the same person who praises a lot when shit's amazing

00:51:32.720 so your fucking most pissed off customers are your greatest opportunity to get somebody to tell an

00:51:39.180 awesome story so why don't you fix the fucking throw your pride in the fucking trash empathize with

00:51:46.080 the customer fucking relate to the customer explain apologize the customer fix the problem and then go

00:51:53.460 over the top to to make it an amazing experience so that that customer goes out and sings the praises

00:52:01.400 of you and your company all right all over the fucking internet what if you did that every time you

00:52:07.820 dealt with somebody who was difficult what what would happen to your business how many new customers

00:52:12.640 would you gain from that one pissed off customer that's how you have to think you know and and a lot

00:52:18.180 of you guys you're so focused on this fucking bullshit get rich quick buy a product uh you know from

00:52:26.620 china's sell it on fucking facebook and make an roi overnight and blah blah blah blah blah blah that you're

00:52:32.520 missing out on the fundamentals of building a fucking successful billion dollar brand not million dollar

00:52:39.060 billion dollar you know it used to be it took fucking 30 years to build a billion dollar brand now people

00:52:45.300 are doing it seven to eight years we haven't done it yet because we started before technology was able

00:52:50.340 but i guarantee you in the next three or four years we're gonna hit that mark you know so uh two things

00:52:56.980 real quick i i love that you mentioned empathy because that's exactly what it is you have no idea

00:53:02.160 you know out of 10 people out of 10 disgruntled customers there's a pretty good chance i think

00:53:07.520 you would agree with this there's a pretty good chance that most of them probably just had a crappy

00:53:11.700 day i mean most of them came in and you know their dad just died or or what have you and maybe two out

00:53:17.400 of 10 are authentically horrible human beings so if you can identify if you if you can empathize with

00:53:22.400 them and just say you know what there's probably things going on beyond this little slice of their

00:53:26.940 life you have to remember too is that you're being judged when you run a business you're not being

00:53:32.060 judged just for how your business has treated customers you could treat customers like gold

00:53:36.780 from day one all fucking day 24 hours a day the best service in the world but you're not being judged

00:53:42.940 against that service you're being judged against the service that this person is typically used to

00:53:48.760 for example all of us listening hate going to the cell phone stores we hate it right

00:53:56.740 there's not one i've had every fucking cell phone provider all of them they all suck what if one

00:54:02.300 of them came out and fucking became the customer's company right we would still go into that and that

00:54:08.360 let's say we went in there and they fucking rolled out the red carpet and made us feel like motherfucking

00:54:13.020 king of the earth we would still go in there with that anxiety at least the first time that this is

00:54:18.480 going to suck and that's no different than when customers walk into your business with an issue for the

00:54:23.800 first time they think they're going to get the runaround they think they're going to get treated

00:54:27.420 poorly they think that they're going to get this bullshit answer or they're not going to get their

00:54:31.940 issue solved and because that's what they're used to you're going to have to pay the toll for that at

00:54:38.400 least the first time but be thankful for that because when customers come in expecting negativity

00:54:45.040 or a tough situation or the runaround and you give them the exact opposite your competition just

00:54:53.100 created a situation for you to stand the fuck out to where you're going to directly have an

00:54:59.540 opportunity to deal with more customers and gain more customers over the life of your business

00:55:05.460 than if the competition was running a better operation so be thankful for anybody who has an issue

00:55:11.880 and use it to your advantage be smart enough to throw your pride out the window and relate to

00:55:18.340 this person so that you could create a situation where they're not just going to bring you one of

00:55:23.000 their friends they're going to bring you all of their fucking friends that's what business is about

00:55:27.900 right now it's about utilizing our ability to communicate instantly through social media cell phones technology

00:55:38.020 and allowing those tools to work for you because you created such an amazing experience that we it

00:55:48.100 doesn't take eight years to gain three customers off of this person it takes one fucking day if you

00:55:55.000 provide that kind of experience and dude you know what i don't mind sharing this information because i

00:56:00.180 know a lot of our competitors listen because they're not willing to fucking do the work because the shit

00:56:04.220 takes effort it takes actual caring and a lot of people no matter how many times i preach this or

00:56:09.980 say this or they read it or whatever hear it they're never going to do the fucking work it takes to make

00:56:15.460 that situation happen they're just not because it takes a lot of fucking emotional investment so you

00:56:21.100 mentioned empathy you mentioned admitting when you're wrong uh being a real human being you told a story

00:56:26.940 about about jordan what i hear you saying is that there's literally no better time than now to monetize

00:56:32.900 being a decent human being it's the only way that's why when we talk about if you go back and

00:56:37.560 listen to the morality of money podcast that we did fucking a year over a year ago that's why it's so

00:56:43.080 funny to me when people say like oh you know so and so is he's driving a rolls royce because he fucks all

00:56:50.340 these people over motherfucker i couldn't drive a rolls royce if i fucked everybody over because

00:56:54.200 everybody would know that i fuck people over and i wouldn't have any fucking customers so there's never

00:56:58.820 been a there's never been a time in history ever where your income is in direct proportion to the

00:57:05.680 amount of good you do for other motherfuckers it's never been this way it's never even been a

00:57:10.440 possibility now it's the only way now if you want a lamborghini if you want a fucking yacht you want the

00:57:17.360 big fucking house you better be really good and making people say fuck yeah i love that company i love

00:57:23.840 that product i love that service and you know what i feel great about supporting them because

00:57:29.200 they do the right fucking thing by people it's the only way to succeed right now it's the only way

00:57:34.440 are there companies that still succeed because for the last 70 years they've been able to lie to

00:57:40.780 customers about their products and services yes there are companies that still operate that way a lot of

00:57:46.700 them a lot of them they're but they're but you're seeing those companies get really fucking hurt right

00:57:51.980 now you're seeing those companies dying you're seeing them uh you know their their businesses are

00:57:58.600 drying up in favor for people who put fucking other people first and solving the problems first

00:58:04.620 it's just the way it is and so the morality of money what your parents always said you know oh

00:58:12.240 i i uh you know i i wouldn't want to make that kind of money because i i i'm not comfortable

00:58:19.740 dicking people over that's not reality anymore you can't do it anymore you just can't right it doesn't

00:58:27.720 exist if you are listening right now and you don't own a business yet you cannot make money long term

00:58:33.600 by screwing people over because people will find out the internet's too fucking fast well look i mean

00:58:39.800 regardless of what factors in the story we're not aware of look at what happened to united with

00:58:45.780 the perception of lack of compassion cost them 800 million dollars in a day in a day in a day right

00:58:52.040 so it's i mean you could argue the you could you could argue who was it right or who was wrong or

00:58:58.800 the contributing factors at the end of the day they fucked up bad right and you know so on that note

00:59:06.100 though you're always talking about sensory acuity meaning knowing how to read a situation knowing

00:59:10.200 how to read people this is a little bit off the topic but i think it's relevant to you know the

00:59:14.700 overall entrepreneurial endeavor what would have happened if somebody in united would have looked

00:59:20.240 at that situation and said this guy looks bothered in a way that is beyond normal like he's he's he's he

00:59:28.500 looks like he's gonna lose it so maybe just say okay we're not gonna press it with this guy we're

00:59:32.340 gonna pick somebody else look man at the end of the day all they had to do all they had to do

00:59:38.040 was say because they were i believe i don't know the exact facts but um i believe that they were

00:59:43.720 offering like 800 is that right yeah all they had to do was say we'll offer two thousand dollars to

00:59:49.920 anybody off the fucking plane they would have six people jump up it would have cost them a little

00:59:53.540 bit more money and this shit wouldn't even happen right period i'm sure they could have got somebody

00:59:58.260 with 800 hey does anybody want to take this no no i think that's where they were at was 800 they

01:00:02.540 were at 800 but yeah you're right they would have kept raising the money yeah yeah they would have

01:00:06.900 they would have said all right 1600 people would have jumped the fuck up and and it would have cost

01:00:12.640 them an extra 800 bucks as opposed to 800 million right and they could have had fun with it they could

01:00:18.000 have been like all right well we're gonna have a we're gonna have an auction and we're gonna go up

01:00:21.120 and up and up until everybody look man yeah no you're right it's a cultural it's a cultural

01:00:25.520 penny-pinching short-term mentality that fucking killed it killed the whole situation for him right

01:00:30.880 that that problem is indicative of quote-unquote policy and and policy is not a good thing when

01:00:42.700 it comes to business you have to allow your people to do what they feel is right on the spot now

01:00:48.360 and you know the reason that didn't happen is i'm sure they have written in their policy

01:00:54.060 somewhere where we cannot go above 800 per fucking blah blah blah blah blah and you know

01:00:59.080 that rigidness and their inability to train their people in a cultural mindset of like do the right

01:01:04.500 thing and what needs to be done for the company and for you and give them the flexibility to do so

01:01:08.960 just cost them fucking almost a billion fucking dollars yep you know i'm saying it's crazy dude

01:01:15.440 there's all kinds of crazy stories like that in business but i mean it's it's reflective of a

01:01:19.360 cultural mindset that is flawed you know and at the end of the day you always have to consider the

01:01:25.080 long-term cost versus you know versus short-term you know what i mean it's 800 bucks worth fucking

01:01:31.080 800 million i mean you have to be pretty fucking stupid to think so right you know but it's that's

01:01:36.880 fucking corporate america man i just have to say it is amazing how all of this stuff is tied into

01:01:41.400 you know it's just it's all integrated um because i'm guessing that in a lot of cases those companies

01:01:47.840 have people who can't make those kinds of smart savvy decisions because well what i'm saying is

01:01:53.160 in some cases that's true because what they're doing is you know how you've talked about um there

01:01:57.800 are some companies that just want their employees to be cogs because they're worried that if they

01:02:01.440 develop them or go somewhere else i think that probably happens in some in some companies it's

01:02:06.040 a selfish mentality right that's what i'm saying look man your mentality as a fucking business owner

01:02:11.240 should be with your employees i'm going to develop them as much as i fucking can

01:02:15.760 and without the fear of them leaving and if they become more valuable they produce more i move them

01:02:22.040 up in my company that's how your company's going to fucking grow right you know what i mean not like

01:02:25.920 oh i can't let this dude do this because if i do this he's going to ask me for two dollars more an

01:02:29.780 hour well how about you encourage them to do that shit so that they grow as well because if they're

01:02:34.580 growing and you're growing who isn't winning in that situation right but they don't do that

01:02:38.060 the people stay cogs that's why fucking then they make dumb choices yeah but that's why so many

01:02:42.980 companies quite honestly suck right that's why they have a hard time paying their bills it's it

01:02:48.900 all comes down to scarcity mentality which we could do a whole podcast on this fucking idea but it all

01:02:54.480 comes down to like you know if if that person becomes better or cost me more money then uh it's

01:03:01.320 going to cost they're not thinking of the extra revenue that person's skills are going to bring

01:03:04.860 in over the long term you know what i mean like dude like tyler like you know tyler has huge goals

01:03:10.500 and aspirations do i want him to hit those aspirations yeah because if he gets to the point

01:03:14.740 where i have to fucking pay him for the amount of money that he wants to make guess what the whole

01:03:18.620 company's gonna make a lot more fucking money you see what i'm saying right so it i want that to

01:03:24.240 happen i want i want that to happen everywhere and like these companies that think in a in a scarcity

01:03:29.880 way they're not thinking the right way they're just not dude the fact of the matter is is there's a lot

01:03:34.900 of motherfuckers who own businesses that aren't entrepreneurs they're business owners they're not big

01:03:39.060 thinkers they don't understand business they they're happy making fucking what they're making

01:03:43.680 and where their business is and if you're working in a business like that right now you owe it to

01:03:47.400 yourself to be aware of that situation and get in with a group that is aggressive that wants to grow

01:03:53.520 that wants to fucking win and wants you to progress i don't know like firstform.com

01:03:57.860 how about that for a motherfucking plug hey guys it's hard to believe that some of you don't know about

01:04:04.300 uh andy's social media platforms his connections and our website but based on the spike in our

01:04:10.560 download numbers in the last couple months we have a lot of new listeners so i'll just prompt you to

01:04:16.120 share your social media contacts yeah guys andy frisella uh on instagram youtube andy frisella uh

01:04:22.180 starting a new youtube show frisella factor uh we just filmed the first two episodes uh last week and

01:04:28.300 they should be up this week uh it was awesome we had a lot of fun i think it's gonna be really cool

01:04:33.220 um it's q a format so if you guys have questions uh like you're listening to the podcast right now you

01:04:39.520 have questions and you want those questions answered because we don't do q a uh format here

01:04:43.880 that's going to be where you want to submit the questions and where they could submit the questions

01:04:48.480 ask the mfceo.com is that right yep that's right ask the mfceo.com you go in you fill out your

01:04:55.340 question you submit it and then we answer on the youtube show so if you're not subscribed

01:04:59.260 to the youtube channel you need to go subscribe to the youtube channel because that's what we're

01:05:03.400 going to do our q a um absolutely the other thing guys is the mfceo.com but you can also type in

01:05:09.480 andy frisella.com because we're in the process of kind of i mean expanding expanding the brand and

01:05:14.480 it's going to go more than obviously with the frisella factor it's going to go beyond the mfceo

01:05:18.900 project but we're still going to stay true to the podcast yeah and guys um also if you listen to the

01:05:25.620 podcast today and you know we don't run facebook ads for to grow our listeners or any of that shit

01:05:30.680 or pay to advertise it's all organic growth uh you know we've gotten over a million followers or a

01:05:35.760 million listeners every month uh all off of you guys i appreciate that and and we're trying to grow

01:05:41.680 the mentality here we're trying to help people become successful uh in this day and age without all

01:05:48.640 the fucking bullshit and we're trying to correct a lot of failed strategies in coaching counseling

01:05:54.360 and parenting uh you know through this podcast so if you have someone who's like-minded if you have

01:06:00.540 someone who is out there who wants to succeed but isn't exactly sure and you think you're finding

01:06:06.580 value through the content we put out dude share share with a friend you know that's that's what i ask

01:06:12.460 like just share with one friend you don't gotta tell everybody you don't have to you know

01:06:16.800 fucking scream it from the mountaintops which would be cool if you did but you know at least get

01:06:21.960 us one person that's all we ask so uh outside of that um check out the priscilla factor youtube show

01:06:30.520 uh it'll be up this week i think we're gonna post the first one uh before the end of the week this

01:06:35.260 week today is tuesday so you know before the end of the week and uh guys we'll hit you up next time

01:06:40.420 you

01:06:50.760 you

01:06:51.080 you

01:06:51.800 you

01:06:53.640 you

01:07:03.020 you

REAL AF with Andy Frisella - April 18, 2017

How to Integrate Subject Matter Expertise and Sales, with Andy Frisella - MFCEO139

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