REAL AF with Andy Frisella - The Power of Personal Branding, with Andy Frisella

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

00:00:11.840 motherfucking ceo guys this is your first time listening welcome um we're gonna talk about some

00:00:18.980 important practical steps today it's tuesday that's what we normally do on tuesdays on thursdays we're

00:00:24.740 gonna punch you right in the face with some motivation um so we get two different styles

00:00:29.200 of content every week do we do this for free the only thing i ask of you guys is if you enjoy the

00:00:35.880 podcast if you've got content that helped you during this podcast i ask that you share with one

00:00:41.800 of your friends as always i'm joined by my co-host vaughn the pastor of disaster what's up my man hey

00:00:49.860 man i'm i'm excited to be rubbing elbows with the titans of industry hey hey are you gonna brag on

00:00:55.580 yourself i don't brag man well okay pretty excited about your uh your article in ink

00:01:02.220 yeah it's incredible yeah totally ink-tastic yeah

00:01:06.840 it's uh you know it's cool it's it was a nice little feature um i think the content of the

00:01:15.300 article is what's important yeah uh considering you know i think that's what we're gonna talk

00:01:19.140 about today just because it's a good time um if you hadn't seen the article it's on ink it was on

00:01:24.720 the home page uh for about a week um i got the link to it on my facebook page and i'll probably

00:01:29.780 post it on instagram too but the basis of the article is this personal branding is very fucking

00:01:37.560 important okay so many people take personal branding as if it's for other people and they think

00:01:44.960 that it's for celebrities or it's for influencers or for people who uh are becoming something and so

00:01:52.040 instead of like being the driver of the car they decide they're going to be a passenger and they're

00:01:57.080 going to be an observer you know they're going to be a fan in the baseball stadium instead of a player

00:02:01.080 but what you have to realize is that everybody's a player now it doesn't matter if you're a ceo

00:02:06.540 if you're a famous actor if you're a famous influencer or if you're just going to be an employee

00:02:13.000 and that's what you're going to do you still have to have a personal brand and whether you realize it

00:02:19.020 or not you do have a personal brand and that personal brand consists of the socially uh the

00:02:25.160 social content that you put out on various platforms the first thing i do when i go to hire someone i don't

00:02:30.920 care what the position is is not to look at the resume that's how it's been for the last 75 80 100

00:02:37.600 years now the very first thing myself and most companies do is they go to people's social outlets

00:02:44.280 they go to their facebook they go to their instagram they go to twitter they go to their snapchat and they

00:02:49.800 see what kind of person they're dealing with all right and so many people discount personal branding

00:02:56.320 as if it's for other people when in reality it could be the very thing that gets you the job or gets you

00:03:03.260 the raise or causes you to make that next step in your career and i think that a lot of people and

00:03:09.180 a lot of you guys listening now you really have no fucking clue what you're doing when it comes to

00:03:14.100 branding yourself and that's what we're going to talk about today absolutely you kind of anticipated

00:03:18.360 my first question but guys if you listen to the podcast for any length of time you know that

00:03:22.320 one of the things we like to do is dust off shopworn phrases and murder cliches and one of the

00:03:28.280 typical cliches obviously in the success space and in the entrepreneurial space um is develop a

00:03:35.500 personal brand and i know that you hate you hate it when people use phrases that they don't really

00:03:40.180 understand right like self-awareness right right so you you already got into a little bit of my

00:03:44.940 question but it's you know before we go much further what how do you understand personal branding you

00:03:51.580 mentioned it's the content you put out there that reflects this is an easy way this is an easy way to

00:03:56.220 explain it 20 years ago when there was no social media all right if somebody put a magazine article

00:04:03.360 out and there was a picture of somebody and you really thought that was a cool picture that picture

00:04:07.900 said a few different things to you all right and whatever that picture said to you is what you

00:04:13.600 interpreted that person to be all right now they could be totally different they could be uh the

00:04:21.440 exact opposite a matter of fact of what the picture said but because the picture was posed

00:04:26.120 a certain way or taken in a certain light or or uh you know it expressed a certain tone or feel

00:04:33.140 your interpretation of that person's brand was a certain way now fast forward the 20 30 years

00:04:41.840 since that time when it used to be like that now there's a lot more things that develop somebody's

00:04:49.800 interpretation of you than just a photograph all right now it's what you say on facebook now it's

00:04:57.160 what you post on instagram now it's what you post on your snapchat okay it's not just uh you know a

00:05:04.240 picture it's all this content that comes together to create something that people interpret you

00:05:11.400 in in terms of what you are or what you aren't and if i'm hiring somebody it's extremely valuable tool

00:05:19.160 and i'm telling you right now and i'm stressing this on the people who aren't actually entrepreneurs

00:05:25.360 but they're here for the personal development side if you're not developing a brand if you're not

00:05:29.540 careful about what you're putting out if you're not conscious about what you're putting out on a

00:05:33.580 regular basis you're likely hurting your chances to move forward in other areas of life so i would

00:05:40.080 say your personal brand is just a culmination of everything that you let people see about you

00:05:45.740 in the public okay yeah so so would another way to think about that yeah how how mindless people are

00:05:54.980 about what they put out you know they share uh you know certain content or they say certain things or

00:06:01.060 they complain when they're emotional or they you know they do uh pity party shit or you know all kinds

00:06:07.060 of goofy things that people do because they feel like this is a social outlet and here's what these

00:06:11.900 people say they say well that's but i'm i'm using it for uh this well just because you decide you want

00:06:18.320 to use a screwdriver to hammer nails doesn't mean that's the right fucking tool for that right okay

00:06:22.460 the social media is a branding space you might think you're you might think you're uh

00:06:28.760 somebody who's a lurker somebody who doesn't really put out much content or somebody who

00:06:33.320 uh doesn't use it for professional but are you able to be there when the conversation is had about

00:06:40.160 your brand to explain that you don't take your brand seriously think about that so i'm saying yeah so

00:06:47.060 absolutely take taking control of everything out there that contributes to your overall online

00:06:51.640 right because people are watching yeah and it's going to it's going to end up flowing down to

00:06:56.220 your income level eventually right it might not be today it might not be your very next opportunity

00:07:01.500 but eventually our value in terms of the marketplace is going to not be our resume our degree where we

00:07:09.180 went to school who our fucking parents are it's going to be how influential you are on social media

00:07:14.360 and it's already becoming that so if you're not working on this in a conscious way right now

00:07:19.680 you're way behind the game you need to catch up right so we're going to talk about the issue of

00:07:24.860 authenticity down the road here a little bit but right off the bat i feel like i we need to make a

00:07:29.320 distinction if if for no other reason than the asterisk holes among us that what you are not saying

00:07:35.540 there's two different things here there's people who want to approach it from the standpoint i'm going

00:07:39.940 to curate this reputation and be very careful about what i what i put on social media but it's not an

00:07:46.320 accurate representation of them it's them being fake and putting something out there that's not

00:07:50.440 what you're saying you're saying just be really careful about putting things out there right

00:07:55.420 because you're going to be judged by them is that what you yes you know because i don't want people

00:07:59.160 i don't want someone to come come away saying wait okay so andy you're saying i just have to carefully

00:08:03.960 uh construct this why would you complain in front of fucking let's say you have 500 people that look at

00:08:08.980 you which isn't very much that's it why would you stand in front of 500 people on a stage

00:08:14.300 and say what you're about to say on the internet would it help you or hurt you that's a good

00:08:19.560 question yeah because that's what you're doing yeah all right yeah so stop the fucking nonsense

00:08:24.420 you know stop with the candy crush and the fucking bullshit you know and remember now it's not just

00:08:30.920 what you say it's what you like too right right you know you have to be conscious of it it's not

00:08:35.360 something that people are conscious of yet they think that facebook and instagram and these all these

00:08:40.160 tools which is what they are tools are toys and they're not toys they're tools right so before we

00:08:46.340 get much further i'll ask a question that i already know the answer do the same rules apply in direct

00:08:51.320 messaging yes because people could snapshot your shit and show it to everybody that's what i don't

00:08:56.000 think people understand no they don't dude yeah um okay well let's talk a little bit about

00:09:01.400 so it's clear from anybody you know if you read the article which guys do we'll we'll throw up a link

00:09:07.460 to it on the inc website but we'll throw a link to it from our website on this uh on this particular

00:09:12.420 episode page but it's clear from the article that you believe obviously personal branding is something

00:09:19.400 we should consider essential not optional but just playing devil's advocate you know gary v has a

00:09:25.320 personal brand as far as i know warren buffett does not have a personal brand in the sense that

00:09:30.600 he's not out there creating the same kind of content that gary is or or using the same kind of

00:09:36.640 platforms and yet warren buffett clearly is far more uh wealthy than gary so in what sense like

00:09:44.420 do you really believe like literally everybody in business needs to actively create this personal

00:09:50.260 brand and tie it into their business or do you think it is optional just depending on what let's say

00:09:57.960 what area that you're in or what what field of of industry you're in you have to remember that

00:10:04.820 we're in a transition phase okay you've got a guy like warren buffett who's made most of his money

00:10:10.320 you know at least created most of his momentum before social media era to say that he doesn't

00:10:17.160 have a personal brand is inaccurate he does have a personal brand what do you think of warren buffett

00:10:21.200 when you think of him billionaire and what else i think of investor i think of a very smart uh meek

00:10:27.680 but incredibly uh shrewd businessman right um i'm i'm actually blanking the name of his is it price

00:10:35.340 waterhouse no it's berkshire hathaway yeah yeah so how about any stock market tv show yeah my point is

00:10:42.100 is that you already he's got a personal brand right you know what it is right okay now gary is in a

00:10:48.340 different era right gary is in an era of social media so he's maximizing the tools available to him

00:10:54.020 so while gary you know is not as worth as much as warren buffett he's way more relevant right now

00:11:00.300 in terms of his opinions on anything business wise right and that's where the that's where the power

00:11:04.640 lies you know you could argue you could make some i know people argue oh warren could buy gary yeah he

00:11:09.820 could but he's not gonna right you know right right so who's who do you see more of who do you

00:11:15.600 recognize more who do you listen to more who's more relevant you know right now gary's more relevant

00:11:21.020 because he's worked on his personal brand and while he may not be you know warren buffett's

00:11:26.240 fucking 80 years old gary's 40 so we're gonna see where gary is in 40 years right that's the point

00:11:31.140 yeah so basically your thought is if i mean you like to to uh use tires as an example so if you're

00:11:37.900 the ceo of a multinational tire company your take on it is you better cultivate a personal brand like a

00:11:45.540 like a actively doing what you're doing with social media followers and here's what's gonna

00:11:51.580 happen if you don't content i'll just say this there's a lot of guys who i talk to that they say

00:11:55.180 oh i don't want to mess with that because blah blah blah they've been in business for a number of

00:11:58.720 years they're very successful and they don't see it as something they need to do because today they're

00:12:03.200 making money but what they don't see is that young hungry uh you know active guy out there who's

00:12:10.820 running a tire chain who's starting up his personal brand who's going to become the relevant

00:12:15.540 voice an expert voice in that space who's going to have the most influential voice when he says hey

00:12:21.680 this tire sucks and this tire's great that's what they're going to sell so he's you know because he's

00:12:26.980 complacent now with the way that he's making money his his ability to influence people five years from

00:12:33.460 now or compete five years from now is going to be tremendously hindered from what it is now right

00:12:37.920 we're in a transition phase we're in a transition it's not the matter of what is actually you know

00:12:43.800 relevant now like big ceo doesn't want to have his social brand right now could still he's still going

00:12:51.020 to do well for a number of years but we're talking to people who we're not talking to these motherfuckers

00:12:55.640 on us we're talking to people who are wanting to build something right right and that's how you can

00:12:59.440 attack and and be on the offense by developing an effective personal brand over the course of time do you

00:13:05.840 you think the people that are hesitant to do it are truly underestimating the fact that people are

00:13:10.360 powerfully in influenced by a at least a perceived connection with somebody through social media and

00:13:17.100 i mean do they just not see that that really is going to no it's like anything they don't think

00:13:21.660 it's for them yeah they think it's for other people yeah you know you know running a multi-million

00:13:26.700 dollar company is for other people i'm just you know middle management guy i don't need to have

00:13:31.420 social media well what happens when middle management guy um who doesn't have social media

00:13:35.940 goes up against middle management guy who has social media in the space and a voice in the space

00:13:40.840 of management has become an expert on managing people writing a blog and manage people does

00:13:45.220 youtube's about managing people right what happens then the guy with no supposed social because it's

00:13:49.800 not for him because he's just a middle manager loses his fucking job to the guy who's an expert

00:13:53.620 right so right that's and that's happening every day yeah i can tell you right now on a on a

00:13:59.420 basic employee level our company hires people based off their social media as a as a huge aspect

00:14:06.180 a huge aspect i don't give a fuck if you went to college i don't care if you have a master's degree

00:14:11.720 i don't care if you're a phd i don't fucking care i care about if you're influential in our industry

00:14:17.120 right right that makes total sense and i'm talking about 10 to 12 dollar an hour entry-level job guys

00:14:23.420 i'm not talking about career positions that's happening now that that mentality that way of

00:14:30.480 filtering out employees is already happening and people don't realize it you know so next time you

00:14:35.940 post on your social media about your boyfriend you know being a jerk and this and that just remember

00:14:41.680 people are going to see that right right so i mean if you think about it this really shouldn't

00:14:50.780 even be an argument we're having with anybody in terms of the validity and the importance of this

00:14:55.140 of developing the person brand i mean completely all policies politics issues aside we had two

00:15:02.960 candidates in the last election one of them was way more active on social media than the other

00:15:08.020 like personally not just on facebook but won the election on social media he did period which is

00:15:13.360 what frankly is how obama won it but donald trump took it to a next level that instead of instead of

00:15:18.940 just using the platforms he personally was engaging people directly through the use of twitter and i

00:15:25.820 don't care what you think about donald trump it was absolutely brilliant it's brilliant for absolutely

00:15:30.720 brilliant brilliant for anybody yeah it's brilliant for anybody um okay so we're going to go to best

00:15:36.140 practices in a second but let's start with basic principles see here i want to say something real quick

00:15:40.340 because back to the gary vaynerchuk warren buffett thing yeah look execution in the real world is never

00:15:45.680 going to be replaced and this is something that people think like oh you develop personal brand

00:15:49.360 and all this shit happens and you make lots of money no that's not how it works execution of the

00:15:54.100 real world is never going to be replaced it can never be beat it can never be um you know defeated

00:16:00.360 in terms of where you're going to do well and grow so you have to shake hands you have to meet people

00:16:06.200 you have to get in with the right people you have to do the work and all the other shit that we always

00:16:10.740 talk about but what personal branding does is it allows you to get those opportunities much more

00:16:15.820 quickly that makes total sense okay yeah yeah it makes total sense so in terms of basic principles

00:16:21.380 like you got let's say you got a bunch of hungry young bucks in front of you they say teach us how to

00:16:25.660 develop a personal brand what are lay down some basic principles to get them started well first off you

00:16:30.780 have to decide what it is you stand for okay so it takes some self-awareness it takes some it takes

00:16:35.320 some reflective time what are you trying to do what are you trying to accomplish and what do you

00:16:40.420 stand for what are you interested in and what are you interested in is a very very crucial question

00:16:45.360 that because usually when you're interested in things you already know quite a few things about

00:16:50.060 those things so you you're you're sort of an expert right most people are a lot more of an expert than

00:16:56.000 they think they are it's just that they suffer from imposter syndrome where they think that like

00:17:01.640 they don't know and they need somebody to come by and tell them shit right so you have to look at like

00:17:05.740 what you're interested in what you're trying to accomplish where are your skills what content do you have to

00:17:10.320 offer what value can you offer you know and people have a hard time saying that because they always

00:17:15.160 feel like they're not qualified to start a brand because you know i'm not uh you know worth two or

00:17:23.760 i'm not worth 10 million dollars or i'm not making you know this or that or i'm not credible here because

00:17:29.000 i've never been recognized by forbes or whatever it doesn't fucking matter you're gonna establish yourself

00:17:34.320 as an expert perception is reality and you know coming up with that brand has to i can't tell you

00:17:40.480 like where exactly your brand's gonna fit but what i could tell you is is that it's gonna be what you're

00:17:45.380 interested in because that's what's gonna be the easiest thing for you to become an expert on

00:17:49.040 okay and then you want to you want to backtrack from you know where you want this brand to take you

00:17:53.980 what do you want why are you doing this how are you trying to use this to uh to project you know

00:18:00.640 and and get your career on the right path how and then work backwards from that you see what i'm saying

00:18:05.500 right so so first two principles determine what you have to offer and secondly determine where you want

00:18:10.700 to go right exactly yeah so i mean and that's different for everybody obviously yeah you know but

00:18:16.140 there's tons and tons of people out there who have made huge amounts of i mean dude uh

00:18:22.300 furious pete he's a competitive eater he's got a huge youtube channel yeah makes millions of dollars

00:18:29.800 off of youtube by eating shit yeah i mean like eating like you know like kobayashi like fucking hot

00:18:35.820 dogs fast yeah right he holds all these world records for food he's a friend of mine and like dude the

00:18:40.660 guy makes millions of dollars by by eating okay now he's got a clothing line he's got a supplement

00:18:45.820 line he's got all these other things that he built off his social media that he knew he had

00:18:50.340 this little weird skill yeah that he you know what i mean yeah it was interesting yeah that's it i mean

00:18:56.020 that's right and it's a reminder to anybody who thinks well this odd thing about me i don't know that

00:19:01.320 i could monetize off of it yeah it's just a weird party trick yeah all of a sudden turned into a

00:19:05.580 fucking uh you know a booster to real business right right so along with the idea of what what do i

00:19:13.520 offer i know you know if if people go to your uh supplement superstores website and i'm sure it's

00:19:18.800 on your first form website too but there's actually a page that says the s2 story and i love that because

00:19:25.260 i think that's a huge part of the the personal brand is is knowing how to mine your story for the

00:19:31.680 salient points that are going to help you connect with people and you've done that like with the story

00:19:35.600 about the scar with the story about the pistane mattresses you do that really well like you take you

00:19:40.980 pluck stories from your life and you're able to to apply those you know just generally to people

00:19:45.940 here's what's funny about that is that people tell they're like oh andy you're so good at telling

00:19:49.660 stories no i'm not i just tell my story right you're just afraid to tell yours you're good at

00:19:54.880 telling your story that's right yeah you don't you don't think you're interesting enough you don't

00:19:57.880 think you're smart enough you don't think you deserve to be or on that level but the thing is is

00:20:03.620 that nobody's going to tell your story except you nobody's going to come along and pull you out

00:20:08.080 and say we need to tell your story right it's not going to happen man it happens in the fucking

00:20:12.220 movies so until you start until you start telling it and getting some people interested in it and

00:20:17.020 like dude the only way people are going to be interested in your story is if it's real and it's

00:20:20.620 from the heart if it's bullshit people will know right you know but everybody has challenges they've

00:20:25.420 overcome everybody has things they're working on everybody has things they want to be and they're

00:20:29.740 all too fucking scared to say what they are right right that's the problem right and guys if you're

00:20:34.500 working on your personal brand and you're thinking of developing your story let me tell you from my

00:20:38.540 background as a writer what makes the most compelling content is conflict is it always is conflict i mean

00:20:44.640 think of any movie you ever watch if there's no conflict is a boring boring movie so if you're

00:20:49.100 looking at your personal story you're looking at your background you're trying to figure out

00:20:51.680 what are the ways that i can connect with people look for the points of conflict look for the pain just

00:20:56.020 like you getting stabbed that's a point of conflict you you wrestling with something good there look

00:21:00.640 for the pain yeah look for the pain that's what people don't do yeah because they they either

00:21:05.360 don't think that their pain was great enough or they don't want to sound like a crybaby or you know

00:21:10.100 but dude look you kind of have to think of yourself as like an entertainer you know what i mean like

00:21:14.980 i have to like get people interested in me i have to develop personal brands so i have to like

00:21:19.580 entertain them with with with my life absolutely you so and you have and you have to be okay with

00:21:24.320 that yeah and like dude you're gonna have people who are gonna say weird shit to you like oh what

00:21:28.200 are you trying to dude i get this all the time oh what are you trying to do fucking be like tony

00:21:32.680 robbins blah blah blah no i'm actually trying to be better than him right but you know the point of

00:21:39.880 the matter is is that like although he's still a million steps above me he used to be two million

00:21:44.560 steps above me right you're saying absolutely get what you're saying yeah no and i think that you

00:21:49.960 would agree that the the looking for the pain type thing is not just good about sell you know selling

00:21:54.220 your story or or promoting your story but that's also what you do when you're selling something

00:21:58.860 right you look for people's point of pain and how to how to bring a healing to it right solution to it

00:22:04.260 so that's great so so uh telling people as far as developing your personal brand uh what do you

00:22:10.220 have to offer where are you trying to go um you know do people determine the key points of your story

00:22:15.740 and also here people want to connect with a real human all right you don't have to vomit your

00:22:20.580 fucking story out every day but take take your story and chop it into 10 small stories right and

00:22:27.200 put those out and then tell them and then interact with them when people say things you know the prop

00:22:32.160 most of these people who are listening right now have small amounts of followers probably less than a

00:22:36.300 thousand uh you know or less than five thousand for sure and they have a hard time because they put

00:22:44.060 this work in and then they get eight likes or 10 likes they're like fuck this isn't working well

00:22:50.740 the reason it's not working is because you're not being patient enough to let it work i started out in

00:22:55.540 the same place you did nobody could pay attention or give a fuck about what i was doing whenever i

00:22:59.760 started doing it you know but what i did is i stayed consistent i kept doing it i kept improving i kept

00:23:05.560 finding out different ways to improve how i would communicate i would interact with people not only on my

00:23:11.740 posts but on their posts because if they think that you care about them they will care back yeah

00:23:17.800 right and you know all those things together over time is what puts it together so a lot of people

00:23:23.840 won't do it because of how slow it is in the beginning but man once you get the hang of putting out good

00:23:30.960 content it can multiply very very fast absolutely so let's talk about that whole issue of being

00:23:36.560 yourself being authentic another overused phrase what does it mean right so i well here's what

00:23:42.620 people have to understand well dude your your true self is interesting enough for other people to

00:23:49.940 relate to whatever and i'm not talking about the self that you put out in the public because you're

00:23:54.760 afraid people are going to laugh at you i'm talking about who you really are on the inside if you didn't

00:23:58.800 care about that shit like who you are when you go to bed at night and you're thinking like oh you know

00:24:03.300 i wish i would have said this or done that well then learn to fucking say that and do that and

00:24:07.420 that's what's going to create your authentic self it's it's you know it's presenting who you are to

00:24:12.960 the world and that in itself is extremely inspiring to people when you show people like hey i really

00:24:18.260 don't care what so-and-so thinks or what so-and-so has to say i'm doing my thing and my thing is going

00:24:24.260 to build a brand out of out of me right okay and that's inspiring in itself so you have to realize that

00:24:30.260 now are you going to have people to make comments absolutely so what who fucking cares they're going

00:24:34.300 to be doing the same thing five years from now you know you have to realize that if you try to

00:24:40.060 pretend to be who you think society wants you to be you're going to be looked at as a normal human

00:24:46.720 you're not going to be exciting you're not going to be uh uh somebody who people want to follow

00:24:51.400 because you're not interesting that's not interesting being like everybody else is not

00:24:55.220 interesting being who you are without all those filters that the world puts on us

00:25:00.620 is very interesting and i have yet to meet a person in life that if i can get them to put

00:25:06.260 their filters away for a minute isn't a very interesting individual it just doesn't happen

00:25:11.000 no that's a great point yeah so you have to you have to learn how to remove all the the the filters

00:25:17.180 that you put on yourself to try to present the perfect package and just present the package for what

00:25:21.800 it is it's not perfect you're imperfect i'm imperfect we all have our flaws but you know what

00:25:26.420 we're going to talk about those two and that's that's authentic that's being the real you and

00:25:31.640 that's that's a journey man like that's not something it's hard to do for a lot of people

00:25:35.060 right it takes some onions right definitely yeah so um can i share i mean i had a massive aha moment

00:25:42.560 about two weeks ago because i downloaded that that stupid app that you know like i forget what it's

00:25:47.380 called it's like instagram analysis or something like that but it tells you like your highest post

00:25:52.540 and it tells you trends but it also tells you who unfollows you and what's really interesting is like

00:25:57.340 i noticed that for the first time and i got on and i saw man there there's a pretty decent amount

00:26:02.140 of people that unfollowed me and and at first i was like man that i must have done something wrong

00:26:08.240 i i screwed up but as i was looking over the people that unfollowed me i realized yeah this person

00:26:14.300 wouldn't want what i'm offering right this is this is not this is not the kind of person that's

00:26:18.160 going to want what i have to offer right and what was interesting to me and this was the aha moment

00:26:22.000 is that the more i got comfortable in presenting what i want to present yes i i i have started to

00:26:28.660 build a more of a following and there's people who don't want what i offer and they fall off but

00:26:33.600 that's actually a sign that i'm doing the right thing 100 i'm pruning my audience right and so i would

00:26:39.120 say to people like if you see that happening if you if you start really presenting content that

00:26:44.460 you know in your heart is authentic to you and you start having drop off there's people who are

00:26:49.300 falling off that may not be a bad sign that could be an actual good sign people identify because those

00:26:54.240 people probably identified with the one that you put the person that puts on the filters right you

00:26:58.340 know what i'm saying absolutely and i don't even by the way i don't even look at that stuff for me

00:27:02.880 like i don't look at who unfollows me or who follows me i don't care yeah you know like the less i care

00:27:07.080 the easier i find it to be true to who i am and just post the fuck i want right you know what i

00:27:11.660 mean yeah and a lot of people focus on that and it starts like manipulating their brain on how they

00:27:16.300 should post and you don't want that that's a good point yeah yeah yeah good well i'll delete the app

00:27:21.540 yeah i would no i will i i mean in fairness to myself it was more just morbid curiosity but it did

00:27:27.220 end up being a negative thing until i turned it into a positive thing um all right where were we at

00:27:32.160 so so authenticity you know sharing we you know we've talked about this before but i think i think

00:27:37.600 it's worth repeating the difference between being inappropriately vulnerable and being appropriately

00:27:43.440 transparent what to your mind give give some examples of what that looks like well i think

00:27:48.180 inappropriately vulnerable is people who who do the poor me shit on the internet right they tell a story

00:27:53.540 with the explicit uh intent of people to be like oh i'm so sorry that happened to you blah blah blah blah

00:28:00.060 like dude don't do that like don't tell a fucking sob story you know people people might say you know

00:28:07.840 oh you know i'm so sorry and then they're gonna you're gonna start getting looked at as like a

00:28:11.860 negative nancy right you know what i mean right so maybe another way to put it is is if you're sharing

00:28:16.540 a story to gain pity you're doing it wrong but if you're sharing a story to inspire people with your

00:28:21.320 with your struggle yeah then maybe that's yeah that's different you know it's real easy wrap the end

00:28:26.340 of it up with like hey i'm gonna kick ass anyway i don't fucking care right you know so right um yeah

00:28:31.740 um so let me let me raise a specific issue on this issue of uh of being authentic that that you know

00:28:38.700 i've wrestled with and i think a lot of people have wrestled with this so i you know we've worked

00:28:45.440 together for the last two years doing the mfco thing i've often thought to myself like you want to

00:28:49.760 be authentic but you also have to meet the needs of your audience and sometimes

00:28:53.440 sometimes your audience is very different from you i mean i'm a middle-aged guy who likes 80s music

00:29:00.060 and the karate kid and i'd say 95 percent of the people that listen to us are young bucks who

00:29:05.960 probably listen to drake and little wayne and whatever so in your opinion like if you were you

00:29:12.360 know give counsel to me but we'll apply it to everybody first of all how do you stay true to who

00:29:16.920 you are and your interests but also connect with because here's what you're missing when you're like them

00:29:21.980 why do they need to follow you i just said that before you know what i'm saying right you're being

00:29:27.900 you you're interesting they're like oh here's this pastor who's got a good sense of humor and he's

00:29:33.460 on the you know an mf ceo show with a dude who cusses a lot and has a lot of aggressive things to say

00:29:38.740 you know it's interesting dynamics so if you start trying to be like the young dude that listens to

00:29:43.620 fucking drake and little wayne and and abandoned they're gonna be like who the fuck is this guy

00:29:48.620 right it's gonna be disingenuous yes totally yeah so they're so so they look at and they say oh man

00:29:53.880 this guy's pretty cool you know you get what i mean right right and and that makes a lot of sense i

00:29:58.380 guess my one of my questions though is if you're if you're speaking if you're connecting if you're

00:30:02.660 trying to communicate a concept to them in your mind is it better to use a topic that i'm interested

00:30:08.440 in like oh there's a great scene in braveheart or is it better to say well you know it's like that

00:30:13.380 lyric from that drake song that you all like both you could do both you think both are effective

00:30:18.760 yeah so cool so to i mean it it is an interesting dance like being authentic but also meeting the

00:30:25.620 needs of the of whatever audience or market you happen to be giving yeah i agree but still at the

00:30:30.860 end of the day that you shouldn't be manipulating yourself to like meet those needs right because

00:30:37.220 eventually what's going to happen is the audience is going to so you talked about pruning your your

00:30:41.080 following you know when you first start doing something you have 50 of the people who are

00:30:45.880 going to fucking be like what the fuck is this guy doing right and then a year from now you had that

00:30:50.440 absolutely a year from now that's going to be only 25 because 25 of the 50 that hated you is going to

00:30:57.460 leave and it's going to be replaced by people who really like you and then it's going to eventually

00:31:02.060 get down to where it's a very very small minute percentage of people because you've pruned out all the

00:31:07.540 ones that don't really see what you are and those people following you are following me because you

00:31:11.620 are who you are right follow follow me right yeah yeah so like trying to manipulate the voice or the

00:31:18.400 message or the means of communication i'm not a believer in i know guys that do it i see guys that

00:31:24.200 do it it's very obvious when they do it and i think it's very corny when they do it i don't think it

00:31:28.940 comes across right you know you got to be who you are man right and let other people be who they are

00:31:34.740 you guys still connect right that makes sense yeah that makes sense all right so let's talk

00:31:39.480 about the the content is king right people have been saying that forever so let's let's uh let's

00:31:45.940 just start just on a broad level in terms of what kinds of content do you think people ought to be

00:31:53.780 working to to post obviously positive not poor me right that's one of your major major issues but

00:32:00.860 but in terms of you know you mentioned the other day that gary said that a lot of social media should

00:32:05.360 be documentation or something like that like documenting your life make sure you have an

00:32:09.280 interesting life or strive to be interesting but obviously there are times in your own social media

00:32:14.300 platforms where you're not documenting you're actually sharing your thoughts on a topic right so

00:32:18.160 what should be in the portfolio if somebody's trying to build a personal brand well i think the first

00:32:22.940 question is how can my content affect other people how can it teach people how can it help people how can it

00:32:29.600 make people laugh how can it entertain people because if it can't do those things it's worthless

00:32:34.880 right so am i trying to be a comedian am i trying to be uh an expert on aerospace am i trying to be an

00:32:43.600 entrepreneur what am i trying to do right and you have to make content relevant to people in that space

00:32:50.420 that's going to make like i said inform them make them laugh you know help them motivate them teach them

00:32:58.240 you know but if it doesn't do those things it's worthless right so it's always about them it's not

00:33:02.900 about you it's not about you just telling your story and people are going to like it it's about

00:33:06.940 you telling the story and then accompanying your story with the lesson you learn and how other people

00:33:12.020 can also learn from your lesson right right right so it's mixing the two together so

00:33:17.160 this is the hardest part for people is content because they don't have and they'll say this like oh i don't

00:33:24.620 have a camera guy follow me around well even if you had a camera guy follow you around would you be

00:33:28.060 very interesting that's a great question you know i mean yeah so the easiest way to be relevant on

00:33:33.720 social media and to build a good brand is to live an interesting life go do things go be things go meet

00:33:38.960 people go be a part of things and document that shit right you know if you're sitting at home on your

00:33:43.500 couch all the time and you're a big bookworm and that's all you do is read you could still develop

00:33:49.540 personal brand but you you know some of the platforms that you that we have now like snapchat

00:33:53.940 or uh you know insta stories they're not going to be really that good for you because you're not

00:33:59.400 showing anything interesting you know or you're going to get on snap and you're going to teach a

00:34:03.620 lesson that you learn or something like that right i mean there's dude there's really unlimited ways

00:34:07.220 to do it but the easiest way to do it is to be an interesting human right right um there was a great

00:34:12.780 quote post the election again i'm not trying to be political but there's a great quote post the

00:34:16.540 election people were trying to wrap their minds around like how is it possible that hillary

00:34:21.000 clinton with all of her resources lost to donald trump because politically she had this billion

00:34:26.140 dollar multi-billion dollar machine i'll tell you how yeah good i'll tell you how she spent most of

00:34:31.460 her money on fucking traditional media and that's not where decisions are being made anymore right

00:34:35.720 people are making decisions off of social media right they're making decisions off of what they buy

00:34:40.440 how they spend their money how they spend their free time what clothes they wear what style they have

00:34:45.960 all of that's based off social media now right it's not based off traditional media we don't watch tv

00:34:51.260 ads we don't listen to radio ads we don't read the newspaper and we sure as fuck don't decide what

00:34:57.500 our personal style and the decisions we make are going to come from those things we see other people

00:35:03.100 usually the most valuable opinions on social are micro influencers they're not the biggest people like

00:35:09.580 the rock or the kardashians it's the people in between us and them it's the people that might have

00:35:15.920 one or two or three million followers that are not a superstar but they're cool as fuck and we

00:35:21.320 identify with them and we're trying to like undercover kind of steal their their image and brand and mold

00:35:26.860 ours you understand what i'm saying absolutely so we're things are changing dude and that she lost

00:35:33.860 because she fucking didn't capitalize on social and she's not a marketable person well and that was what

00:35:40.040 he said listen she's she's always scowling she always comes across negative she nobody likes her

00:35:45.820 she's not likable all right like it's not like oh man i really like to hang out hillary clinton

00:35:50.340 no there's nothing about her that that with her brand that was attractive right the only thing that

00:35:57.500 was attractive was for her for herself and her brand and she even tried to ride this as a as a

00:36:02.440 competitive advantage is that she wasn't donald trump right right and that's not good enough to win

00:36:07.040 no absolutely what the guy said and i thought this this and this is to your point is he said

00:36:11.640 all all the political machinery and billions in the world will be will do you no good if you don't

00:36:18.760 have a candidate who knows how to connect with people exactly and to your point about that's what

00:36:22.640 you can have a cameraman following you yes and if you're not a good product is about social is not

00:36:27.600 just about what you post what you say it's how you connect it's how you bring people together

00:36:31.480 entrepreneurship and business is totally different than it was 30 years ago

00:36:35.200 it's not you know three-piece suits boardrooms big fancy dinners and you know conferences you know

00:36:43.320 what it is it's social influence and connecting with people helping people and bringing people

00:36:48.420 together and if you can't understand that and you're still trying to operate the old way and you

00:36:52.420 think that's what business is about you are going to get beat by somebody who understands how to

00:36:57.200 connect with people right it's just a matter of time you could be winning now you could be winning

00:37:01.600 today because you're riding the wave of something that was created for the last 30 years but that's

00:37:06.420 why you're seeing all these major corporations die because these younger people who understand how

00:37:10.680 to connect people build culture create solutions in real time are winning and beating the shit out

00:37:16.800 of the bigger corporations right right so i don't want to miss this point because i think it's huge and

00:37:21.460 it's it's sort of tucked into what we're talking about is that what andy was saying was it doesn't matter

00:37:27.640 if you have all the the machinery in the world if you're not an interesting person if you're not

00:37:31.060 living an interesting life it's going to fall flat so here's some practical tips develop yourself as

00:37:37.320 a person have hobbies read widely develop great interest meet with interesting people yeah meet

00:37:43.160 with interesting people and here's the other thing here's the other thing you better learn how to

00:37:46.840 have social skills in real life because that's going to translate over into into social media it's

00:37:52.480 amazing how many people don't realize that well that's what's that's what's interesting to me too

00:37:56.180 dude is that you know a lot of people think they could build a social media company or brand

00:38:01.040 by just posting shit and they don't understand this is where i'm very fortunate you know our

00:38:06.640 companies have built success pre-social media and our companies have built success post-social media

00:38:12.260 and i don't know any small business that's been able to do that i don't know any big business

00:38:17.480 been able to do that big businesses are starting to do that but the key to social media is using the

00:38:23.420 values that you would have learned pre-social media right on social media right like shake a hand

00:38:29.100 nice to meet you thank you so much i appreciate your business what else can i do for you right get

00:38:34.420 it right but you can't just make a post and think these people like you're fucking celebrity because

00:38:39.580 you got 10 000 instagram followers or 100 000 or a million right and think you're going to maximize

00:38:45.500 your opportunity will you get some business because you have a lot of momentum yes but that's

00:38:51.200 nowhere near what it could be if you actually put the time and understanding to to bring people

00:38:57.840 together connecting people and creating real relationships and that's very easy to do on the

00:39:01.640 internet absolutely absolutely all right so this is great content let me let me recap just one more

00:39:06.000 time so determine what you offer um know where you want to go basically pick out the salient points

00:39:12.800 of your story um basically start well developing yourself as a person right i'm not covering

00:39:20.580 everything i'm forgetting some stuff but you know uh develop interests be interesting don't rely on the

00:39:26.260 platforms you have to develop yourself as a person right but then you know interact connect

00:39:31.340 solve solutions solve solutions be involved with people's conversations not just on your page but on

00:39:36.180 their page develop social skills offline transfer them on i mean there's all kinds of things that need

00:39:41.580 to go into it it's just not and i see this in the fitness industry a lot people think that just

00:39:46.560 because they're hot they have a brand right like dude look you girls out there with the big boobs and

00:39:52.180 the fucking butts and you think that that's going to make you something dude you might be getting a

00:39:56.460 little bit of money right now for some instagram posts but what's going to happen in fucking five

00:40:00.100 years when you're ugly right you know what i'm saying yeah absolutely like you should be thinking

00:40:04.280 about this a lot of people competition a lot of people aren't seeing a lot of people aren't seeing

00:40:08.620 the next step like i see so many people with millions of followers that don't fucking utilize

00:40:13.240 their their following properly and it's like dude they have this tremendous opportunity and they're

00:40:17.680 just pissing it away right it's so it's very frustrating from my point of view right i would

00:40:21.920 kill to have millions of followers no absolutely uh by the way you should follow me yeah absolutely

00:40:26.560 well while we're on that so andy frisella at andy frisella on instagram if you guys like

00:40:31.860 if you guys aren't following me on instagram yet and you like the content of the podcast i do like

00:40:36.600 little mini podcasts every day yeah you know so there's a lot of valuable content on that side

00:40:41.860 if you're interested in the podcast at andy frisella you're at mfceo dash one can't talk today

00:40:48.560 on snapchat tyler's at my tyler m-a-i underscore t-y-l-e-r and i'm at vaughn kohler v-a-u-g-h-n-k-o-h-l-e-r

00:40:56.900 on pretty much everything instagram twitter and the like so you said something i want to go back to

00:41:03.000 just for a second you talked about how guys in spite of the changes and you know the massive

00:41:09.040 changes in in uh business and the social media execution is still all you know what it's at and

00:41:14.460 so is having a great product right i wanted to point out i sent you i don't know if you got the

00:41:17.860 opportunity to read this but i sent you a very interesting um article that basically said that

00:41:24.480 the the kardashian sisters together have more social media followers than the entire country of

00:41:30.940 mexico and yet uh i guess two of the youngest ones i don't know their names but two of the youngest

00:41:36.240 ones uh were behind like releasing a book but the book whatever the book was it was like a it was

00:41:42.140 like a story or whatever it is not what their followers wanted it apparently wasn't that great

00:41:47.300 of a book and it literally sold less than 16 000 copies now to give you guys kind of an idea

00:41:52.860 andy released his his his uh otis and charlie book last month i even posted twice we posted twice

00:42:02.200 and we're pretty close to selling that many i mean and so the point being is that having a massive

00:42:07.900 social media following is not necessarily going to translate into being able to monetize it's about

00:42:12.720 how engaged you are with the audience right and whether what you're providing is what they really

00:42:16.920 need and what so i didn't want to lose that on you know it's not just about raw followers it's very

00:42:21.960 very small part of it it's about how engaged you are and how trusted you are by the people who

00:42:27.180 follow you right you know and that's something i was going to bring up was that you know just like

00:42:32.000 you say all the time you know just as important as social media is your brand to build it it can

00:42:36.900 destroy you overnight you know a hundred times quicker we've seen it a hundred times you know

00:42:41.880 yeah very good mc salmon everyone yeah checking in with the salmons

00:42:47.220 anyway okay i've kind of lost my uh train of thought here so uh so we're talking about content

00:42:54.620 best practices are there any platforms that you're really high on right now that you you would

00:42:58.680 recommend people jump be i think instagram's king right now i mean dude they the insta stories is

00:43:04.680 dominating snapchat in my opinion i can't i find myself using snapchat less and less um snapchat's still

00:43:12.000 more fun i still think it's a better product but it's just so convenient to use insta stories and

00:43:17.000 the way instagram's going um i just think it's it's the spot you know it's the place right now

00:43:23.220 yeah absolutely they're doing live video now they're doing everything they're basically taking all the

00:43:27.840 other platforms and putting them together um i think it's where you know the millennial generation

00:43:33.040 spends most of their time um in terms of social they don't use facebook as much uh facebook is great

00:43:39.840 for like direct facebook ad uh roi direct sale type advertising you know put an ad out see how many

00:43:49.560 people buy it blah blah blah instagram's the king for branding no question right so right um i'd say

00:43:57.240 instagram and youtube are like the only two i'm on youtube is massive too for for the same reason

00:44:01.360 right and what's interesting too and you've talked about this before is facebook is starting to have a

00:44:06.280 culture problem in that people really are seeing it as the platform where people gripe about it

00:44:11.700 because that's all it is yeah and that and instagram definitely is the platform of motivation success

00:44:17.140 right you know positivity right um i don't see people bitching on facebook right i mean on instagram

00:44:22.120 right i mean dude i can look through every single post of my feed and i'll see none that are that are

00:44:27.240 complaining right but i can look through every single post post my feed on facebook and it'll be 80

00:44:31.080 90 right some sort of complaint right and it's pushing people out yeah absolutely oh i know i

00:44:36.200 remembered what i was going to ask you it was a specific practical question about content which

00:44:41.080 is obviously you and your instagram uh platform you alternate i don't know if there's any i don't

00:44:46.760 know if you're calculating it but you alternate between you know hard-hitting motivational stuff

00:44:51.440 some practical video type stuff but you also share some you know behind the scenes pictures of otis

00:44:57.600 charlie pictures of emily because i want people to understand i'm a real person right so i mean i

00:45:02.060 think people understand that that that humanizes you that and so do you have a guideline like is

00:45:07.820 there a ratio you know no no i just do what i feel man yeah you know i would say that my my little

00:45:14.100 formula on instagram is pretty reflective of of what i'm dealing with most of the time yeah you know

00:45:20.860 i mean dude i think if you get too heavy on one subject or another subject you're gonna turn people

00:45:25.600 turn people away eventually they need to see that you're not some sort of fucking motivation robot

00:45:30.260 or you know anything else you know they like a dynamic not just one thing right now now for other

00:45:38.740 things you know for like there's theme there's theme pages like you know some motivation page that's all

00:45:44.800 they post the motivation car pages all they post car shit and and so it's it depends it depends on

00:45:50.560 what you're trying to do right you know for me i do a lot of shit so i show a lot of shit

00:45:54.900 you know i don't try to be like oh every clip of mine is some sort of fucking you know motivational

00:46:00.300 clip i try to like you know i show that you know i interact with people in a real way where

00:46:06.060 you know i do that because i feel like most people out there who are quote unquote motivators

00:46:14.800 on instagram right now are not the real deal they're fucking they're regurgitating bullshit

00:46:19.460 from shit that they've heard pretending to be a millionaire when they're probably not

00:46:24.440 and trying to teach people you know so i'm like look this is what i really do this is what i really

00:46:29.180 am these are the cars i really drive to work this is my real building this is my real product these

00:46:33.320 are my real employees this is what we really fucking do right you know and it's important for people

00:46:37.720 to see that absolutely so i think when you see a lack of diversity there it's probably because

00:46:42.080 there isn't any diversity if that makes sense so yeah absolutely well we'll come back to your

00:46:47.920 final thoughts but guys a couple things first of all those of you who know if you've been listening

00:46:52.860 to us for a while andy is committed to the long game and uh he wrote a children's book otis and

00:46:59.480 charlie's hard-working tales book one has already been released it's called charlie the bulldog's

00:47:04.420 fantastic fruit stand check out otis and charlie charlie is spelled e-y o-t-i-s-a-n-d-c-h-a-r-l-e-y dot com

00:47:11.780 and uh check out the book it's been it's we've had a lot of really incredible feedback for it and

00:47:17.240 the way that little kids are getting the message that's the coolest thing it is like i see so many

00:47:22.360 emails and posts about like kids wanting to like start like a snow cone stand or a lemonade stand

00:47:26.980 but the book is a tool for you guys who want the next generation to be successful but maybe you

00:47:33.200 weren't taught those things so you're not sure how to teach those things that's why the book is designed

00:47:38.660 the way it is if you have kids and you want them to be successful i don't know of another book out

00:47:43.780 there another book series that's going to be like this and the feedback so far has been phenomenal

00:47:48.780 um and again i'd ask if you if you have bought the book tell a friend if you think it was awesome

00:47:54.300 tell a friend and leave us a review on amazon because that's a big deal for us absolutely and

00:47:58.400 the other thing i was going to tell you guys is a lot of you guys have posted pictures of your kids

00:48:02.440 reading it which is awesome um but a lot of what i've gotten sure you tag me in those yeah tag us

00:48:07.920 and then if you would be so kind i mean it's a lot easier if i have them all in one place if you guys

00:48:12.720 could go ahead and just email you can you can use the ask andy thing just use ask andy at the mfceo.com

00:48:20.180 in the subject line say pick of my kid with otis and charlie and you know write your little you know

00:48:25.700 your comments and then attach a picture of your kid and give us permission because i'd like to put some

00:48:30.280 of those pictures on our otis and charlie website um yeah just email us and like i said make a make

00:48:35.040 a note in the in the subject line the other thing i'll say is that a lot of you guys have been asking

00:48:39.040 about books that andy recommends we now have his reading list up at the mfceo.com forward slash

00:48:46.060 badass books the mfceo.com forward slash badass books and you know what there's no impaler prize this

00:48:53.300 week i'm not giving out one because i don't know i just want people to audition for it i didn't i didn't

00:48:59.200 i didn't uh had time to really see who was killing it this week real quick while we're on the subject

00:49:04.480 of social media did you see the approach that wendy's has taken to their twitter oh my god

00:49:08.240 yeah but it's great it's awesome what is it tell me well just people who troll them they're trolling

00:49:12.560 them back yeah like in a fun way hey can you locate me in the nearest mcdonald's and they post

00:49:16.220 up a picture of a trash can yeah it's funny that's great but you know in regards to developing your

00:49:22.860 personal brand guys the main thing you have to realize and there's tons of you know first of all

00:49:28.780 you should become a student of the people who are in your space and figure out what they do

00:49:33.060 different that makes them interesting not copy them but figure it out because that's going to

00:49:37.560 give you some insight as to how maybe you could become interesting but the thing that you have to

00:49:42.480 realize no matter what guys it doesn't matter if you're aspiring entrepreneur if you're a ceo right

00:49:47.160 now of you know a big company a ceo of a small company or you're just a you know a ten dollar an

00:49:53.580 employee going in to get a job social media is replacing the resume social media is replacing

00:50:00.560 the relevance of where you went to school and who you know and and all these other things that have

00:50:06.100 traditionally ruled the workplace and if you don't understand that it's becoming important

00:50:12.580 in five years you're going to be so far behind the ball that you're not going to have a chance at

00:50:16.900 fucking doing anything so you have to start now you've got to start practicing now you've got to

00:50:23.500 start developing now and you've got to start executing now so that when this totally replaces

00:50:28.480 everything marketing branding your ability to recruit the people who work for you all the things that

00:50:36.840 have to do with any sort of business which all of us are involved in business in one way or another

00:50:40.720 because we got to get fucking paid and if you don't realize that social media is becoming the

00:50:45.920 thing and going to bring direct value to your bottom line you're way way way off course

00:50:52.160 bring it in figure out what your personal brand is start building it now don't get discouraged be

00:50:58.580 patient and let things develop absolutely do you have any information for people we've got i've

00:51:03.780 gotten a handful of emails about this about the 10x conference and where they sign up for that

00:51:08.220 i believe you go to 10xcon.com is it okay all right people have been asking if we have a page on

00:51:13.680 our website we don't just go directly to grant cardone's website uh 10x well his is i think

00:51:19.580 grantcardone.com but i'm sure there'll be a a link or a page to the 10x conference so yeah cool cool guys

00:51:27.700 we appreciate you man if you found the podcast to be useful tell a friend and we'll uh we'll see you

00:51:33.120 next we'll see you thursday take it easy

00:51:34.720 you

REAL AF with Andy Frisella - January 31, 2017

The Power of Personal Branding, with Andy Frisella - MFCEO123

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