REAL AF with Andy Frisella - April 18, 2017


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

Hosted by
Andy Frisella
Mentioned
Andy Frisilla Hank Williams Jr. Mark Zuckerberg Vaughn Kohler Seth Davis
Your Sacrifice Is Normal, with Andy Frisella - MFCEO138 Discipline Is The Difference, with Andy Frisella - MFCEO140

Episode Stats


Length

1 hour and 7 minutes

Words per minute

194.07

Word count

13,014

Sentence count

—

Harmful content

Misogyny

12

sentences flagged

Toxicity

351

sentences flagged

Hate speech

190

sentences flagged


Summary

Summaries generated with gmurro/bart-large-finetuned-filtered-spotify-podcast-summ .

In this episode of the Mfceo Project, we discuss the best country music singer of all time, jamie jawnson. We also discuss the importance of country music in the 21st century, and why you should be listening to it.

Transcript

Transcript generated with Whisper (turbo).
Misogyny classifications generated with MilaNLProc/bert-base-uncased-ear-misogyny .
Toxicity classifications generated with s-nlp/roberta_toxicity_classifier .
Hate speech classifications generated with facebook/roberta-hate-speech-dynabench-r4-target .
Hosts, guests, and mentioned names generated with spaCy (en_core_web_sm), reconciled against Wikidata.
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 0.89
00:00:12.940 motherfucking ceo guys if this is your first time listening welcome uh we are an entrepreneur 0.81
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 0.99
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 0.99
00:01:08.500 crumpled up and thrown in the fucking trash and my goal our goal with this project which this is 0.98
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 1.00
00:01:24.040 to say it against the politically correct the fucking bullshit things that our teachers teach us 0.96
00:01:31.540 the limiting beliefs uh the limiting beliefs all of the things that have taken the greatness of american 0.99
00:01:37.900 work ethic and and and an accomplishment out of our society over the last 30 years this is a 0.50
00:01:45.440 fucking movement against that so what you're going to get here is you're going to get real practical 0.98
00:01:51.900 advice the reality from real people who have done real shit regardless of what the fucking world has 0.99
00:01:58.980 told them and i'm a prime example of that okay now tuesdays we have practicality podcast which that's 0.86
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 0.82
00:03:34.560 that's the best yeah tyler you don't know fucking kenny rogers the gambler everybody knows that even 0.99
00:03:39.740 your fucking fake california ass yeah unfortunately kenny rogers has kind of given himself over to plastic 0.99
00:03:45.380 surgery hey man whatever you got the song is still awesome dude whatever you got to do you know 1.00
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 0.91
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 0.99
00:04:12.160 day or an hour later i could want to listen to fucking two chains or fucking you know drake or 0.99
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 0.99
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 0.71
00:04:30.160 the best country music singer of all time jamie johnson by far hmm by far by far are you familiar 0.99
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 0.73
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 0.98
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 0.94
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 0.96
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 0.83
00:06:42.000 get practical you know we hear all these buzzwords but what the fuck does that actually mean and that's 0.64
00:06:47.620 what we want to break down today you know um the the thing right now i feel like with entrepreneurship 0.86
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 0.99
00:07:05.220 talking about when in reality this is very simple fucking shit you know this is not 0.99
00:07:09.580 a new concept this is not something that um was invented last week or last month or last year you 0.99
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 0.77
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 0.65
00:07:47.660 becoming a subject matter expert that can back up your product or services and two how do you develop 0.76
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 0.98
00:09:01.200 level like grinding it out so that you could afford to advertise on radio cable tv print because that shit 0.76
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 0.95
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 0.88
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 0.97
00:09:44.880 can market you have brand branding and then you have direct response and every direct response is a 0.99
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 0.68
00:09:56.660 to get people to identify certain feelings about your brand all right and because marketing has become 0.98
00:10:02.460 so targeted and our ability to target people has become so pointed and so specific we have so many 0.96
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 0.94
00:12:14.660 these entrepreneur guys out there speaking in fucking code you know like they're speaking dude i'm a 1.00
00:12:19.700 fucking pretty well respected entrepreneur and there's a lot of shit these motherfuckers say i have 1.00
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 1.00
00:12:29.000 and this and this and this and this and blah blah blah blah fucking practicality and fucking uh you 1.00
00:12:34.020 know uh just all these fucking code words that like the average dude listening has no clue and it's 0.99
00:12:40.580 so important for you to say that because the average dude listening hears them has no idea what 0.98
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 0.98
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 1.00
00:12:56.260 these fucking 20 year old kids speaking in this code and i'm like bro you're way over complicated 0.99
00:13:01.760 but they're doing it on purpose it's a marketing strategy that's how they're trying to define 1.00
00:13:05.600 themselves an expert i've just found it much more effective to speak in regular fucking english to 0.91
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 0.98
00:13:51.180 expert on what it takes to make women feel attractive and beautiful all the fucking time 0.96
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 0.98
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 1.00
00:14:42.780 feel attractive because she uses a certain kind of lipstick uh if she's still 60 pounds overweight or 0.52
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 0.98
00:15:11.300 them feeling good with all different sites kinds of content and become the expert on how to fucking feel 0.96
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 0.91
00:15:19.820 going to deeper universal human human needs for example like in our business you know we everybody 0.97
00:15:24.880 knows we sell fucking supplements and you know let's just talk about protein powder you know i'm our 0.90
00:15:30.960 company is widely respected as the greatest protein manufacturing company on earth i mean i don't 0.99
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 0.93
00:16:04.560 i sell fucking protein powder it's because i focus on how we can get people everything they need 0.98
00:16:11.800 to get the optimal result and that's why our company's been successful it's not just about the 0.99
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 0.72
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 0.89
00:16:44.420 marketing company trying to run facebook ads and people who want fucking lipstick they're people who 0.98
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 0.97
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 0.87
00:18:10.180 what product to sell dude you're looking at this the wrong fucking way you need to think about this 0.91
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 0.98
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 0.90
00:18:46.440 going through and when you can develop that connection the money's going to fucking be there 0.87
00:18:50.440 so howard schultz of starbucks i heard him one time say that we don't sell coffee we sell an 0.64
00:18:56.620 experience of sophistication there's no question so that's what you're talking about yeah dude think 0.99
00:19:00.780 about it and he's right on think about it starbucks the guy's selling fucking five dollar shit that 0.99
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 1.00
00:19:11.020 starbucks you feel like you're fucking smart you feel like you're doing something important you're like 0.92
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 0.96
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 0.97
00:19:35.900 down the street with my fucking starbucks i got my fucking leather attache you know and i've got my 0.99
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 1.00
00:19:47.380 sells that's what starbucks sells absolutely you know what it sells like a motherfucker because who 1.00
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 1.00
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 0.99
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 0.99
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 0.99
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 0.99
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 0.89
00:20:38.160 you got to consider this do you want to have to fucking hustle like that your whole life or would 0.91
00:20:42.980 you rather take that money that you could make and turn it in and roll it into building a real 0.98
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 0.99
00:20:51.180 fucking nine figures for that you could fucking then you're not having to chase you know the next 0.99
00:20:57.020 thing every three fucking months you know you there should be short-term and long-term strategies to 1.00
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 0.98
00:21:09.020 that and let's say you're working inside a company the thought process is is no different the thought 0.99
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 0.94
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 0.94
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 0.99
00:21:59.000 talking about dudes who make huge amounts of money eight figures a year personally okay 0.94
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 0.94
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 0.93
00:22:17.380 like they all wish that they could figure out how to fucking do what we're talking about right 0.67
00:22:21.180 right and they're making eight figures because the point i was going to make is that the fly by 0.95
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 0.99
00:22:37.260 not when you're gonna be out of that in a couple years maybe not even that those motherfuckers like 1.00
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 0.99
00:22:46.820 no question right like because you're gonna go buy a fucking watch you're gonna buy a couple 1.00
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 1.00
00:22:55.160 40 grand left and that 40 grand is gonna go into something else stupid you know what i mean because 1.00
00:23:00.260 you're stupid because you're young and everybody's stupid when they're young all of you listening 1.00
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 1.00
00:23:09.340 stupid you're stupid as fuck too so let me restate the principle so people can get it clearly 1.00
00:23:13.100 you can't make it your ultimate goal to solve a single external problem for your customer you use the 1.00
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 0.96
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 0.96
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 0.91
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 0.91
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 0.86
00:24:40.980 like a put on thing dude she's a wholesome country girl who fucking has real strong values and and 1.00
00:24:48.800 believes in living a certain way that's really in stark contrast to most of the females that are out 0.94
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 1.00
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 0.97
00:25:50.560 want a good example go watch her because it's not her selling the fucking book or selling a recipe 1.00
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 0.98
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 0.64
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 0.91
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 0.92
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 0.88
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 0.72
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 0.99
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 0.99
00:28:13.880 on at least one point and that point needs to be whatever the fuck your problem is that you're 0.99
00:28:19.840 trying to solve and i'm not saying make the best lipstick again that's not the problem the problem 0.94
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 0.63
00:29:07.700 doesn't fucking matter what matters is is that you could take whatever you you consume turn around 0.98
00:29:12.720 and fucking teach it to someone as if you fucking made it up yourself right right that's what going 0.99
00:29:17.580 deep means all right every industry has all these books and resources and everything but the best 0.99
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 0.89
00:29:38.580 thousand fucking people all right you can't just know a little bit about it you've got to understand 0.99
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 0.99
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 0.95
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 0.95
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 0.97
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 0.93
00:30:23.520 and teach the shit that's what going deep means that's what mastery means that's what becoming an 0.99
00:30:31.120 expert means and a lot of people you know they don't really even understand what fucking being 0.99
00:30:35.860 an expert means you know they truly think that being an expert is perception of an expert like oh 0.92
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 0.98
00:30:49.260 people perceive me an expert because it's perception but how much of that can you stand up in 0.99
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 0.98
00:31:00.120 you truly understand that's what being a fucking expert means you know it's not perception man it's 0.99
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 0.98
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 0.97
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 0.99
00:31:33.300 other and challenge each other to think and that's okay but like dude gary likes to use his fucking 0.98
00:31:37.820 buzzwords he likes to use buzzwords and i wish gary would slow the fuck down and explain to people what 0.99
00:31:43.140 the fuck those things meant and i think he would be a lot more effective in what he teaches so 0.97
00:31:47.300 he he likes to use deep and wide so i hope you guys now understand what the fuck that means 0.98
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 0.94
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 0.72
00:32:12.160 buzzwords because i think you're right so many people think that if you learn the jargon you're 0.76
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 0.96
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 0.90
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 0.95
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 0.94
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 0.99
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 0.99
00:33:00.340 don't agree we agree on like 95 percent of everything but that five percent that just comes 0.99
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 0.84
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 0.95
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 0.84
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 0.65
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 0.97
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 0.99
00:34:16.700 yeah you know what i mean but the five percent is the shit that like makes the conversations awesome 0.98
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 0.91
00:34:27.640 said is i think is the difference between rules and guidelines so rules would be like you know there 0.59
00:34:33.040 are specific hard and fast rules yeah like you got to solve a fucking real problem right right those 0.90
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 0.99
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 1.00
00:35:38.800 somebody want some of these fucking 20 something year old kids that are out there selling these 0.99
00:35:42.400 programs and they post these posts start asking them exactly describe what they're talking about 0.99
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 0.99
00:36:00.400 concept like on instagram they'll probably fucking delete your ass and block you you know what i mean 0.99
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 1.00
00:36:10.380 know to buy their shit because they took a picture in front of their friend's fucking ferrari at some 1.00
00:36:16.920 bullshit airport in front of a private plane that's not even theirs so they could sell a fucking info 1.00
00:36:21.620 product if you're under 20 fucking five years old and you're selling an info product unless your name 1.00
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 1.00
00:36:32.420 fucking three or four years you have no fucking business selling a goddamn thing and that's the truth 0.99
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 1.00
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 0.97
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 0.96
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 0.96
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 0.96
00:37:30.040 on going deep he understands what going deep means all right so read that fucking book and 0.98
00:37:36.500 you're gonna learn a shitload about leadership too absolutely all right so first two points recap 0.88
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 0.90
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 0.97
00:39:17.420 especially true in fitness industry all right let me tell you something nobody fucking knows 0.89
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 0.76
00:39:37.060 lying they don't fucking know one of the greatest things that you can do because we always talk 0.94
00:39:42.780 about this how to create a loyal customer there's three steps one you got to educate the customer 0.99
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 0.87
00:40:38.280 loyalty where they don't even question anymore now they're just fucking loyal to anything that you say 0.74
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 0.99
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 0.97
00:41:17.340 fucking smarter than the customer and you're not smarter than the customer the customer knows when 0.99
00:41:21.800 you're full of shit you should assume that the customer knows every time you tell them a lie 1.00
00:41:26.420 because they fucking probably do and you don't want to be the guy who fucks up the educate trust 1.00
00:41:34.280 loyalty progression because you're the guy bullshitting customers so understand that pretending to be an 0.99
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 0.98
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 0.98
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 0.99
00:42:11.180 with with carbon copy fucking trained overly professional fucking experts they don't want to do business 0.99
00:42:19.100 with that they want to do business with people they can trust and the way that you could trust people 1.00
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 0.97
00:42:41.880 competitor to ask them the fucking question that the customer is asking you to find out the right answer 0.97
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 0.99
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 0.94
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 0.83
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 0.95
00:43:17.440 work out who say oh i'm gonna fucking open a supplement store they know nothing about business 0.97
00:43:22.400 they're not business people all right they're workout people who are going to get into business 0.95
00:43:27.940 and for that reason you have this ultra competitive atmosphere that is very lacking in business acumen 0.98
00:43:36.380 uh from top to bottom which is why our retail stores do so well because we're fucking business people 0.97
00:43:42.000 you know and that happen to work out we're not workout people that know nothing about business 0.82
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 0.98
00:44:41.140 to max muscle now in most retail situations in any industry this is where the fucking associate would 0.95
00:44:47.400 start to tell the customer how much better their product was versus how much uh that product over at 0.98
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 1.00
00:45:05.600 what are you doing you're calling that person stupid you're saying you're a fucking idiot because 1.00
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 1.00
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 0.98
00:45:25.080 well they're trained to solve the fucking problem obviously this customer loved the max pro which 0.98
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 0.99
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 0.88
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 0.71
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 0.80
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 0.97
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 0.96
00:46:23.880 super stores no question it was about exactly yeah and that's how you have to think about your 0.99
00:46:28.860 business you have to think about what is the customer going to fucking say about me what is 0.99
00:46:33.660 the customer going to post about me what are they going to fucking tell their friends about me because 0.99
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 0.99
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 0.96
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 0.99
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 0.80
00:46:58.180 you search for it on youtube um we had a customer call and actually uh tyler tyler's brother jordan 0.64
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 0.71
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 0.95
00:47:20.300 good shit when like one brother starts working here or a sister and then all of a sudden like the 0.66
00:47:24.400 whole family works here yeah it's the culture yeah right when my buddy or when my brother gets back 0.99
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 0.97
00:47:32.960 said that about the tailors too but yeah two of those motherfuckers moved from cali yeah that's true 0.84
00:47:37.180 so uh which by the way we're always hiring great people just putting that out there right and we 0.90
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 0.99
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 0.97
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 0.98
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 0.98
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 0.99
00:48:32.380 well we're a supplement brand and then it like kicked into him like oh fuck all right well this 0.98
00:48:38.380 is a good opportunity for me to like solve this dude's problem and create a fucking story and this 0.95
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 0.96
00:48:51.440 stuff happens on a daily basis so he calls up jordan gets on the fucking phone searches the the area 0.95
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 0.91
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 0.98
00:49:15.980 tells them where the location is gives them the prices gives them his recommendation about fucking 0.98
00:49:21.740 spark plugs okay amazing yeah we sell fucking vitamins man yeah but like the point of it is is that 0.99
00:49:27.480 your job is not to fucking solve the problem of just whatever you think the problem is your job is 0.97
00:49:34.500 to solve the fucking problem no matter what the problem is and that's how you create organic growth 0.99
00:49:40.300 now this guy goes and takes this video posted on youtube thousands of people see it and they're like 0.99
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 0.96
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 0.97
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 0.99
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 1.00
00:50:13.140 gonna google that shit and fucking find it you know what i'm saying but like you guys have to 1.00
00:50:17.200 understand that you're you limiting your expertise around your subject matter and not understanding 1.00
00:50:24.000 that to become the the the guy who solves all the fucking problems and is able to admit when he 0.95
00:50:30.360 doesn't know the answer but is willing to go fix whatever the issue is dude there is nothing more 0.98
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 0.99
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 1.00
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 1.00
00:51:09.440 asshole he's probably an asshole because your company did something to make him a fucking asshole 1.00
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 1.00
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 1.00
00:51:27.540 person and you complain a lot you're also the same person who praises a lot when shit's amazing 1.00
00:51:32.720 so your fucking most pissed off customers are your greatest opportunity to get somebody to tell an 1.00
00:51:39.180 awesome story so why don't you fix the fucking throw your pride in the fucking trash empathize with 1.00
00:51:46.080 the customer fucking relate to the customer explain apologize the customer fix the problem and then go 1.00
00:51:53.460 over the top to to make it an amazing experience so that that customer goes out and sings the praises 0.99
00:52:01.400 of you and your company all right all over the fucking internet what if you did that every time you 0.98
00:52:07.820 dealt with somebody who was difficult what what would happen to your business how many new customers 0.98
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 0.99
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 1.00
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 1.00
00:52:32.520 missing out on the fundamentals of building a fucking successful billion dollar brand not million dollar 0.99
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 0.97
00:52:45.300 are doing it seven to eight years we haven't done it yet because we started before technology was able 0.60
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 0.91
00:53:42.940 against that service you're being judged against the service that this person is typically used to 0.97
00:53:48.760 for example all of us listening hate going to the cell phone stores we hate it right 0.99
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 0.99
00:54:02.300 of them came out and fucking became the customer's company right we would still go into that and that 1.00
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 0.99
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 0.99
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 0.99
00:54:27.420 poorly they think that they're going to get this bullshit answer or they're not going to get their 0.92
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 0.96
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 0.70
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 0.97
00:55:23.000 their friends they're going to bring you all of their fucking friends that's what business is about 0.95
00:55:27.900 right now it's about utilizing our ability to communicate instantly through social media cell phones technology 0.99
00:55:38.020 and allowing those tools to work for you because you created such an amazing experience that we it 0.99
00:55:48.100 doesn't take eight years to gain three customers off of this person it takes one fucking day if you 0.95
00:55:55.000 provide that kind of experience and dude you know what i don't mind sharing this information because i 0.99
00:56:00.180 know a lot of our competitors listen because they're not willing to fucking do the work because the shit 0.96
00:56:04.220 takes effort it takes actual caring and a lot of people no matter how many times i preach this or 0.99
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 0.98
00:56:15.460 that situation happen they're just not because it takes a lot of fucking emotional investment so you 0.97
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 0.99
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 0.99
00:56:50.340 these people over motherfucker i couldn't drive a rolls royce if i fucked everybody over because 1.00
00:56:54.200 everybody would know that i fuck people over and i wouldn't have any fucking customers so there's never 1.00
00:56:58.820 been a there's never been a time in history ever where your income is in direct proportion to the 0.99
00:57:05.680 amount of good you do for other motherfuckers it's never been this way it's never even been a 0.99
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 1.00
00:57:17.360 big fucking house you better be really good and making people say fuck yeah i love that company i love 0.99
00:57:23.840 that product i love that service and you know what i feel great about supporting them because 0.99
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 0.88
00:57:34.440 are there companies that still succeed because for the last 70 years they've been able to lie to 0.98
00:57:40.780 customers about their products and services yes there are companies that still operate that way a lot of 0.86
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 0.79
00:57:51.980 now you're seeing those companies dying you're seeing them uh you know their their businesses are 0.95
00:57:58.600 drying up in favor for people who put fucking other people first and solving the problems first 0.97
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 0.96
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 0.96
00:58:33.600 by screwing people over because people will find out the internet's too fucking fast well look i mean 0.90
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 0.90
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 0.95
00:59:49.920 anybody off the fucking plane they would have six people jump up it would have cost them a little 0.99
00:59:53.540 bit more money and this shit wouldn't even happen right period i'm sure they could have got somebody 0.99
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 0.97
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 0.90
01:00:25.520 penny-pinching short-term mentality that fucking killed it killed the whole situation for him right 0.92
01:00:30.880 that that problem is indicative of quote-unquote policy and and policy is not a good thing when 0.96
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 0.91
01:00:54.060 somewhere where we cannot go above 800 per fucking blah blah blah blah blah and you know 0.95
01:00:59.080 that rigidness and their inability to train their people in a cultural mindset of like do the right 0.95
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 0.98
01:01:08.960 just cost them fucking almost a billion fucking dollars yep you know i'm saying it's crazy dude 0.94
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 0.99
01:01:19.360 cultural mindset that is flawed you know and at the end of the day you always have to consider the 0.98
01:01:25.080 long-term cost versus you know versus short-term you know what i mean it's 800 bucks worth fucking 0.99
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 1.00
01:01:36.880 fucking corporate america man i just have to say it is amazing how all of this stuff is tied into 1.00
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 0.99
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 1.00
01:02:06.040 a selfish mentality right that's what i'm saying look man your mentality as a fucking business owner 0.98
01:02:11.240 should be with your employees i'm going to develop them as much as i fucking can 0.99
01:02:15.760 and without the fear of them leaving and if they become more valuable they produce more i move them 0.92
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 0.96
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 0.99
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 0.98
01:02:34.580 growing and you're growing who isn't winning in that situation right but they don't do that 1.00
01:02:38.060 the people stay cogs that's why fucking then they make dumb choices yeah but that's why so many 0.99
01:02:42.980 companies quite honestly suck right that's why they have a hard time paying their bills it's it 0.99
01:02:48.900 all comes down to scarcity mentality which we could do a whole podcast on this fucking idea but it all 0.99
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 0.94
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 0.96
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 0.98
01:03:24.240 happen i want i want that to happen everywhere and like these companies that think in a in a scarcity 0.92
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 0.90
01:03:34.900 of motherfuckers who own businesses that aren't entrepreneurs they're business owners they're not big 1.00
01:03:39.060 thinkers they don't understand business they they're happy making fucking what they're making 1.00
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 0.98
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 0.98
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 0.99
01:04:04.300 uh andy's social media platforms his connections and our website but based on the spike in our 0.94
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 0.88
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 0.97
01:05:48.640 the fucking bullshit and we're trying to correct a lot of failed strategies in coaching counseling 0.97
01:05:54.360 and parenting uh you know through this podcast so if you have someone who's like-minded if you have 1.00
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 0.92
01:06:16.800 fucking scream it from the mountaintops which would be cool if you did but you know at least get 0.93
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 0.98
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