We Talking Business Like It's 1999, with Andy Frisella - MFCEO56
Episode Stats
Summary
Today, Andy Frisella earns millions of dollars and drives a Lamborghini. But back in 1999, he slept in the back of his retail store on a piss-stained mattress. In this episode, we re taking our metaphorical DeLorean back in time, and the Andy of today is dropping some knowledge on the one and only Andy of yesteryear.
Transcript
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What's up, guys? This is Vaughn Kohler, and you're listening to the MFCEO Project.
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Today, Andy Frisella earns millions of dollars and drives a Lamborghini,
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but back in 1999, he slept in the back of his retail store on a piss-stained mattress.
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In this episode, we're going to take our metaphorical DeLorean back in time,
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and the Andy of today is going to drop some knowledge on the Andy of yesteryear.
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What I'm trying to say is, when this podcast hits 88 miles an hour,
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All I do is work, work, work, never on the sidelines, I only hustle, hustle, hustle,
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never take your day off, I only work, work, work, work, I don't mess around, kid, I only can't,
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but he never sleeps, get you, get you, get you, get you, get you, get you, get you, get you,
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Hey guys, what's up? You're listening to the MFCEO Project.
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I'm Andy, I'm your host, and I am the motherfucking CEO.
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Guys, if it's your first time listening, welcome.
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Our goal here is to make you a motherfucking CEO.
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You have to realize whether or not you own a business, whether you're the employee of a business,
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whether you're thinking of starting a business, all of the principles of becoming a CEO
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and becoming control of your life and in control of your situation apply to you,
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And our goal here is for you to regain control, for you to become aware of the control that you have,
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and for you to become a motherfucking CEO on your own.
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With that being said, this prize is something you're going to want to play in front of your kids.
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It's probably not something you're going to want to play in front of your car,
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in your car, you know, on the way to kindergarten.
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You know, this is for adults, and if you have a problem with cursing, it's not going to be for you.
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So, today, I really have no idea what the fuck we're going to talk about because I don't have an agenda.
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And usually, I have an agenda that Vaughn prepares, and we have notes, and today, I have nothing.
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So, I don't know what we're going to talk about.
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But what does that car conjure up in your mind?
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What I thought we'd do is, because we've gotten a lot of questions through the website on the basic nuts and bolts of being on ground zero of that journey.
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And so, I thought what we'd do is we'd take our metaphorical DeLorean back in time to 1999, the year, the great year of, I guess, the beginning of your empire.
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Yeah, the beginning of what we have now, but it definitely wasn't the beginning of being an entrepreneur.
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You know, when I was eight years old, I was out selling baseball cards.
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People don't realize that even though I wasn't of age, 18 years old, and I wasn't doing things officially with like a business license and all these other things that people get caught up with, I was learning some fucking lessons.
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Go door to door and try to sell somebody some fucking light bulbs and see how hard that is.
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And so I was in practice of being an entrepreneur since the time I was eight years old.
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So, people say, when I say, oh, yeah, we started this at 19, they're like, oh, that's so young.
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I started when you were still pooping in your diapers.
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Was 99, though, that was the first year of your, what eventually became First Form?
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That's the first year we started Supplement Superstores.
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That's eventually what funded First Form and everything else that we have going on today.
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So, I'm going to, we're just going to roll back the clock and try to get you to talk about
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Just if you're a young guy and you haven't, you know, been selling things since you were
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eight years old, that doesn't disqualify you from being an entrepreneur.
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Don't let, say, oh, yeah, I started way too late.
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And there's different classes of an entrepreneur.
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There's, there's, and if you listen to the podcast, we've talked about this plenty of
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You know, there's guys who are type A builder entrepreneurs that build shit from the ground
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There's guys who can run things that are already going.
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There's guys who prefer to have their hands held a little bit and they open things like
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And the key is to finding out and being aware enough to figure out which one you are and
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So, you know, just because you weren't out selling baseball cards at eight years old
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Because people hear shit and they look for excuses why they can't do it.
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And, you know, if you're, if you're seeing that as an obstacle, you're, you're, you're
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So this is my creative way of getting you to talk about ground zero entrepreneurial issues.
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And I guess, I mean, we'll keep it, we'll start with a light question.
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I would listen to, um, uh, a lot of, a lot of Ice Cube, a lot of, a lot of, you know,
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Um, you know, Notorious B.I.G. had the double disc set.
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Uh, Tupac had, you know, his set, you know, all that stuff was hot then.
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Um, I think, uh, I think around that time, 99, I think it was, um, I think there was
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also, let's see what else there was, uh, God, there's some shit that, like, you, like
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Uh, you know, like, dude, there's a lot of things that are still, you hear them.
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Like, you know, there was just a one, one hit deal, you know?
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After the late 90s, I can't really place a song based on the, based on the year, because
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Like the, like 2000 to like 2010, I feel like it's getting better or I'm adjusting my taste.
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Like, I went through and listened to all Jay-Z's albums in a row.
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Like, I signed up for Apple Music and like Apple Music's pretty cool if anybody hasn't done
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So like, you basically pay a fee per month and you can like listen, whatever.
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And so I've been listening to his albums in chronological order.
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And like, it's pretty weird because, um, they're at beginning, they were awesome.
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And then during the 2000s, I'm sorry, dude, Jay-Z, I love you, but they were terrible.
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And then they got at the end of like 2009, 10, 11, they started getting cool again, you
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I think that was a transition dude in hip hop where people were not sure what to do and
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And the old school shit had all been done and the sampling had all been done and everything
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And then you had guys come out and start, started re reinvent the way it was done.
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This hip hop trap, you know, Drake shit that you hear, which I actually started to like,
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but when I first heard it, I was like, this is a fucking joke.
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And it is a joke if you compare it to like what was going on in the late nineties, but
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So because this is going to involve some storytelling, I want to, I want to situate things in people's
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Like literally geographically, where were you when you started this out?
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So if I were going to Springfield, Missouri, and why don't you happen was we, I went on
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spring break with a bunch of dude with Chris, my business partner, and then a bunch of his
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friends from Springfield the year before we started our business.
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And then I made some friends down there and I would go visit.
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And then I liked it down there so much that I just decided to move there and start.
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I think now they've, you know, it's not as quite the, uh, destination hotspot.
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The nightlife that it used to be, but it was a good time, man.
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So we're going to, we're going to go back and I'm going to just start on a macro level,
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And let's, let's just say you're, you're already, you know, neck deep in it.
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What do you think if, if your old self meets your future self, what do you think is his first
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question to you as he's battling it out in the, in the entrepreneurial journey?
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I think that's the question that anybody asks when they're in that struggle phase of,
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you know, and I think that's the question that keeps people from doing anything in the
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first place, because everybody wants that guarantee of my idea is going to work.
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My plan is going to work before they ever start the plan, which is natural because if
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you didn't want the plan that was the most sure to work, you're a fucking idiot.
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But people want that so much that they never get started.
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So people who, who get it done or people who, who face that fear and then they go and do
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And they don't sit around and wonder and try to overly plan if this is a good plan or
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You know, people overanalyze the, is this going to work phase?
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And it keeps a lot of people from ever doing anything.
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So I think, you know, that would be the first question that I think anybody in that, in that
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situation would want to know, like, is this worth sticking out or is it not?
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Because when you're not making any money and you're not seeing much progress, you can't
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But looking back on that now, you know, it's the same thing as planting, you know, a harvest.
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You're going to have to go out there and water those seeds.
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And for a long time, you're not going to fucking see anything.
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And then eventually something's going to come out of the ground.
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And in business that that's, it just takes a while.
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So I know not everybody who has a business who's listening to us is going to be exactly
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No, but I bet you most of them are in some phase of what I'm talking about right now.
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Because the reason you would be consuming something like my podcast would be because
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You're wanting to pick up something here or there.
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And some people might be further along in this phase, but I would bet that most people
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that listen to this are in some phase of uncertainty about their future, which is great because
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to be a great entrepreneur, you've got to be comfortable being close to that fire and
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letting that fire motivate you to move forward.
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And that fire being going broke, being a fucking loser, being embarrassed.
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That's what forces you to give up things like weekends, trips, or vacations, or fishing,
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But a lot of people try to do something without that fear.
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And if you can, you're probably going to get complacent in a small little level, a small
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I don't think anybody listening to this is in that boat.
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With that qualification aside, I think there are people who are listening to us that don't
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have, just by virtue of the kind of business they're in, they don't have necessarily the
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same kind of overhead that you did when you started.
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So my question that I'm fairly certain that young Andy would ask old Andy is that he'd
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say, dude, I mean, I have a lot of expenses because of my overhead.
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I've got, because of having to purchase product, you know, keep a retail store, all that sort
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So what would Andy now tell Andy back then about, you know, you have a limited amount
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I would tell him to, and this took me a long time to figure out, but I would tell him to
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focus on customer experience because the better customer experience that you could provide,
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the better wow factor that you could provide for your customers, the more word of mouth you
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create, the more effective you are with those customers, the more they're willing to invite
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their friends to come be a part of your company, of your culture.
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And I see way too many businesses investing in these things, billboards, TV, radio, and these
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But, you know, when the customers come in, they don't have their system of how to create
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I'm not talking about what you're supposed to do.
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I'm talking about creating an experience that makes people say, holy shit, that was
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Not in your industry, in any place they've ever shopped.
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And had I focused on that in the beginning, and by the way, one great way to focus on that
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is by solving the person's problem they came in for, okay, instead of trying to sell them
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And do it in a way that makes them say, wow, that was the greatest fucking experience I
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And if you could do that, people will trust you enough to go grab their friends and say,
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dude, you've got to come experience this dude's business.
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It's the best I've ever had, you know, and I didn't do that for the first 10 years I
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It took me a long time to figure that out, which is why it took me so fucking long to
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Had I figured that out on day one, dude, I would have done what I did in five years,
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I was a young kid who didn't understand business, who had to learn shit, you know, on his own.
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I'm not going to bitch about that, but you know, if I, if you're a young entrepreneur
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right now and you want to move along the path and you have a limited funds to invest in your
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business, invest that in the customer experience that you have.
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Because if you only have five customers, you, you need, you could turn them into 10 real
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easy by making them say, wow, that was awesome.
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And I'm not, and like I said, I'm not talking about the shit you're supposed to do.
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A lot of people confuse this wow factor with what you're supposed to do, right?
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They confuse it with being nice, answering questions, holding the door.
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Or carrying out the product, shaking hands that dude, you're supposed to do that shit.
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And everybody's business is different, you know, like, and, and, and by the way, don't
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try to cut fucking corners when you do this shit because it just takes away all the effort.
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Like for example, you know, if you're going to do thank you cards for, to your customers
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and then you decide to go have the mass printed and then you send them out, that's worse than
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I don't really fucking care about you by the way.
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Like it's, it's like, dude, you're saying one thing, but you're actually so different.
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Um, but, but you are, um, but in a humble sort of way, yeah, I'm, I'm, I'm, I'm cumble
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So no, but I mean, I think people were probably wondering, well, what, what's a specific way
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to spend money that invests in the customer experience?
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And you said it, it's, it's like quality, quality, thank you cards.
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That's part of the research that you need to fucking do that is going to apply to your specific
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Um, you, dude, you could be a lawn, a lawn landscape company, right.
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And do the people's lawns and then have some special product that you give the person extra
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Or like, there's just, it's so, there's so many things you could do, right.
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And that's up to you to figure out what you can do in your line of business to, to help
00:17:24.760
And, and this is what's, this is, this is going to help you grow because what you just
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asked me to do is like, if I was your personal trainer, you asked me to lift the weights for
00:17:33.920
I'm not going to fucking lift the weights for you.
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You need to go learn because it's going to develop your brain and your creativity and your line
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So I'm not going to get the specifics out, but you know, if you listen to the podcast
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enough, we've talked about these things, you know, but anything that you can do to make
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If you were a customer, what would, what would make you stand out to you?
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And you start trying those things and like try them with your customers and like, you
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know, let's say you have five customers, try five different things, see what works the
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And then you, and then, and then the next question is going to be, well, Andy, I've
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Well, you've got to fucking train them to do that.
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And by training them to understand the value of each customer individually, you know, today,
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It's not just, you know, five years ago was the big influencers.
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I want to find the people that make the biggest debt that can impact the most people.
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Now, every fucking person that you talk to and see is an influencer and they have people
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The way you control that conversation is one, by solving problems, two, creating a wow factor
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to where they feel like they need to bring the conversation up because you did such a
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So the takeaway is obviously investing money in customer experience.
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So let's stick on the topic of money because you know, as well as I do, everybody's always
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And I know that young Andy would say to old Andy, well, the first thing he would say is,
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And then he would say, dude, you know that nobody, nobody's given us a loan.
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You're going to have to come up with a system that generates enough cash to finance your
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You're going to have to come up with, and we're in a different business.
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We're in a business that cannot, we, we cannot get financing.
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Um, and, and in the beginning it sucked because I didn't have any help and I couldn't go to
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You know, our collateral for our company is not sellable.
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So if we were to go under, people don't know how to use our, our, our inventory and get
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You know, if you're selling lumber or fucking cars or this or that, you can go out and get
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People fight over it because there's a product that they know how to sell at the end.
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So we had an extremely difficult situation where nobody would, would lend, but in, in,
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in the scheme of things, it was a great thing for us because what it did was it taught us
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how to make our company cashflow positive in a way that we didn't need to have outside
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Now, now everybody wants to fucking give us lines of credit and finance our business and
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We know how to make our business actually make money without that.
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It, did you borrow from a tried and true system or did you have to have to just tweak
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Look, man, you got to understand when I was, when I was younger, you know, I was not in
00:20:53.980
the mindset of I'm going to grow this business into a trillion dollar business.
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I was in the mindset of like, I want to fucking drive a Lamborghini.
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And so my mindset, it was in a different spot and I had to figure out ways to make money.
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And so I generated new systems and new opportunities and brought in new products and created new
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strategies and new systems to do that outside of what we used to do, which was basically
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just, you know, open the store every day and close the store every day.
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And we didn't have a system of how we did things.
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So you're going to have to develop a way to, to, to make your company profitable.
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You know, cause a lot of people like they hinge their success on getting money.
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That is your biggest asset as a, as an entrepreneur.
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And you don't realize this, but I'm telling you that is your biggest asset.
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You know why the fuck you're listening to me right now on this podcast?
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Because the lack of money made me get creative enough to where I became intelligent enough
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to learn what entrepreneurship and business was all about on my own to the point that where
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I could make money without other people's money.
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And that's, if I didn't have that sense of urgency and that need to do that and cultivate
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that creativity and those skills, you wouldn't even be listening to this podcast at this point
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You have to learn to get creative and you have to learn to think out, quote unquote,
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outside the box, whatever the fucking box is, you know, to get yourself in a place to
00:22:41.640
It seems to me that I'm going to state the obvious here, but in order to do that though,
00:22:45.480
you had to really, really understand your business and you had to, you had to look at
00:22:50.840
your business from the inside out and go, okay, how can I, how can I arrange all the puzzle
00:22:56.240
pieces or the, or the chess pieces to figure out a system to make money?
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And I heard, I think it was Gary that said this one time is he says, he said, it's amazing
00:23:06.440
how many people have great ideas for products or for services, but when all said and done,
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you ask them about their business plan and they don't know how they're actually going
00:23:15.400
And, and I mean, it seems like how, how could you go into business and not know what your
00:23:24.220
Well, that's the, that's the culture of entrepreneurship right now.
00:23:27.460
Entrepreneurship right now is not buy a, a, a product for $5 and sell it for 10.
00:23:33.260
It's have an idea, raise a trillion dollars from venture capital in Silicon Valley and like
00:23:40.620
write about it in an entrepreneur magazine and, and, and have a nice fancy office where Chuck
00:23:47.020
Taylor's, you know, play video games at fucking lunchtime, you know, and be in some articles
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I raised a trillion fucking dollars and never actually are you an entrepreneur, right?
00:24:03.780
Like people are getting into it for the wrong fucking reasons because they think that they're
00:24:08.400
going to become this hipster fucking entrepreneur, weird motherfucker, you know?
00:24:16.040
So I think people, people get into the wrong idea and what Gary's talking about when he
00:24:21.380
talks about what you're, what you're saying is, dude, people aren't figuring out how to
00:24:31.640
Let's get funding and then we'll figure it out.
00:24:34.100
Well, first of all, if you're not desperate to figure it out and you have a hard problem,
00:24:39.400
it's pretty hard to figure it out, especially if you're comfortable.
00:24:43.240
That old saying, if you sleep with silk sheets, it's hard to get out of bed.
00:24:47.760
It's the same thing when you got $50 million in the bank and you've got this problem to
00:24:57.180
And then, you know, no one ever has to bear the responsibility of running that company
00:25:01.840
They all talk about how much, you know, oh, I was the fucking co-founder of, of kittycat.com
00:25:08.180
and they never talk about how kittycat.com went fucking broke because it didn't sell
00:25:14.600
And that's what's popular right now in entrepreneurship.
00:25:16.340
It's these fucking bullshit stories of I raised all this VC money and I never fucking sold
00:25:24.380
No, I, uh, the, the two things that come to my mind as analogies are one is, is what
00:25:29.420
you talk about the $30,000 millionaire where they're, they're making the world see, they
00:25:33.620
have enough money to make it look like they're really successful, but they're, you know, they're
00:25:38.060
And then the other thing is, is the idea of this, you know, over the last 10, 20 years
00:25:42.200
is the idea of pumping money into the economy, which for a, for a certain, um, time makes,
00:25:49.140
makes it look like things are, are good, but it's all artificial.
00:25:52.320
So that's what I feel like you're saying is that there's all these guys that they do
00:25:56.060
succeed in getting, getting investors to, to throw money at them.
00:25:59.480
And so that they had this appearance of success, but really the bottom line, when you, you know,
00:26:03.740
there's guys like that too, you know, I would say it's not all those guys.
00:26:06.840
I think a lot of those guys just want to be, they play business.
00:26:10.100
They fucking sit at Starbucks with their fucking Apple and their Starbucks and they play business.
00:26:18.380
You know, we have, we have the perfect company culture and they use all these buzzwords, you
00:26:24.200
know, culture, you know, synergy, you know what I'm saying?
00:26:28.340
Like all these fucking buzzwords about business and, and, you know, dude, I could spot them
00:26:39.140
They, they wear the fucking trendy shoes and trendy fucking clothes.
00:26:42.780
You're so right about the, uh, I mean, I, what's funny is that I can't think of any off
00:26:46.640
the top of my head, but synergy, you said synergy, those motherfuckers look at me and they're
00:26:51.700
like, dude, that guy wears the same fucking outfit every day.
00:26:54.260
And they think I'm some kind of fucking Neanderthal.
00:26:57.120
It's like, dude, I will fucking run circles around you fucking anywhere, anytime.
00:27:05.280
Let's have seven fucking meetings a day about fucking everything.
00:27:08.880
Cause I know how to fucking sell shit at my core.
00:27:11.360
I could fucking outsell any motherfucker listening to this podcast, guarantee, any product, anytime,
00:27:18.000
anywhere, any place, I will fucking destroy you.
00:27:36.900
He's going to say, dude, there is so much to do on a regular basis.
00:27:43.240
Like literally seemingly unrelated things that I just constantly putting out fires or doing
00:27:49.320
How do you determine which things you have to do to move forward?
00:27:54.300
What are the tasks that you kind of over time saw this needed to be done?
00:27:58.840
It's a balance of figuring out what you need to do to pay the bills today and what's going
00:28:08.140
And really, ideally, ideally, which I don't use that word very often, in an ideal world,
00:28:15.320
which doesn't exist, by the way, you would always plant seeds for the long term.
00:28:22.260
But when you're starving and you have zero dollars in the bank and you got to pay fucking
00:28:29.440
And so it's making the decisions that are going to pay the bills along with the decisions
00:28:37.100
But here's the thing that I learned over time is that those two things are actually the
00:28:43.040
And what I see a lot of small business guys do is they'll do shit like this.
00:28:46.920
They get 10 days out from the end of the month and they're like, fuck, dude, we're short
00:28:53.560
And then they try to run they run a sale and then they do that again next month and
00:29:00.260
The customers figure out what the fuck's going on and what do they do?
00:29:10.880
Your ability to pay everything out means you have to sell more.
00:29:14.400
Your customers devalue the product and all because you needed to make that short term
00:29:19.840
decision that first month and you kept doing it every month after that.
00:29:26.220
So, you know, the reality, though, the thing that you need to just keep doing over and over
00:29:33.120
and over and over and over again is anticipating and and and solving people's problems in a way
00:29:41.780
to where they go out and they solve this the short term and long term problem for you
00:29:46.700
because they go out and they tell their mom, they tell their dad, they tell their friends,
00:29:49.860
they tell their brother, sister, everybody on Facebook and Instagram how great you are.
00:29:54.040
And then you don't have an issue with having customers or selling product at the end of the month.
00:30:00.620
But that's only going to work if you're playing long ball with these people.
00:30:03.720
If you're playing, hey, I got to sell this person, you know, four new set,
00:30:08.540
four tires of the most expensive fucking tires that we have.
00:30:11.780
You know, this month and I got to get them out the door as fast as possible.
00:30:15.620
Dude, that person is going to go on the Internet and figure out that you oversold them.
00:30:20.100
They're going to do the opposite, which is going to make you to a more desperate place next month.
00:30:25.960
You know, I'm sure that's just a learned ability to know how to handle the long game versus
00:30:37.000
And it's a it's a process that will take time for you to figure out what the balance is.
00:30:44.600
And it's also a process that takes time for you to figure out and believe that and understand that when you take the time to do the right thing
00:30:55.220
and solve a person's problem and create wow factor with that customer, they will take care of you.
00:30:59.800
You know, but when you try to explain it to somebody who's got zero dollars in the bank and somebody comes in to their store or their place of business.
00:31:07.580
And, you know, the best thing for that customer would be to sell them at a medium level of whatever product that is.
00:31:15.260
Like if they're if they're need an alarm system for their business and you sell them the fucking Mac Daddy alarm system for the Pentagon, they're going to fucking get pissed.
00:31:30.760
But you have to have that discipline to hold back and do what's right so that they understand that you care about them.
00:31:39.680
And that's something that most people just don't have the discipline to do when they're broke.
00:31:44.720
You know, is by by pulling the reins back and just doing the right thing.
00:31:48.120
They have a tendency to oversell, to violate the trust with the customer that which creates problems with, you know, word of mouth.
00:31:54.520
And it ultimately short circuits their business.
00:31:56.240
I know fucking hundred businesses that I'm describing right now.
00:32:03.980
And then all of a sudden, dude, they don't have any customers left because they pissed everybody off.
00:32:10.160
If you're whatever business you're in, you if you I don't care if you're in fucking Hong Kong or the most populated city on earth, wherever you're going to run out of customers eventually.
00:32:22.240
You know, this attitude of like, oh, there'll be another customer.
00:32:28.580
That's the shit that you need to lose sleep over.
00:32:31.060
You know, if you have a customer that's upset, you should fucking lose sleep over that customer.
00:32:35.420
Dude, I spent I spent two hours on the Internet last week dealing talking to I saw a dude who made a post about a product that was negative.
00:32:46.980
I fucking emailed him and I emailed every single person that liked the post.
00:32:54.300
It would be real easy for me to turn over and go to bed and say, you know what?
00:32:57.080
It doesn't fucking matter because the reality is, is it's not going to affect me today.
00:33:00.760
But what's it going to do for me in six months or what's it going to do for me in six years?
00:33:06.580
And like, dude, when somebody is upset with your business, you know, you need to think about what they're going to say about you because it fucking matters.
00:33:13.620
And I know so many companies that don't do that.
00:33:17.100
They have the attitude of, oh, well, that customer is just a dick.
00:33:19.920
You know, I when I go to, you know, when we went down and we spoke at we spoke at Tyler and I went to speak at this dealership a while back.
00:33:28.120
And one of the guys goes, what do you do when a customer is just wrong?
00:33:31.580
What do you do when a customer is just an asshole?
00:33:35.980
Is your goal to be right or is your goal to fucking make money?
00:33:40.460
And so many guys try to be right instead of trying to take that negativity and turn it into a positive outlet to spread the great word of mouth about your company.
00:34:00.900
You know, people always say there's a thin line between love and hate.
00:34:03.600
I think the opposite is true, too, that there's a thin line between hate and love.
00:34:07.620
And I mean, just to borrow an example from my experience as a pastor, sometimes my loudest critics, once I address them and talk to them, they become your biggest advocate.
00:34:21.920
You have to learn to see people who criticize you and who are unhappy as an opportunity to grow your company.
00:34:27.860
Those people are going to grow your company more than any other person to the point of it's almost worth pissing them off just to get them back.
00:34:46.140
Let me tell you the other thing I for sure say to my younger self.
00:34:49.920
I would tell him that it's going to take at least five times as long as what you think it's going to take.
00:35:03.240
And that you during that five times as long, if you don't come to work every fucking day and give 100% of the effort that you could possibly give.
00:35:13.660
I'm talking about literally 100% of your effort, every fucking ounce of effort into your customers, into your employees, into growing your business.
00:35:21.820
If you don't do that during that extra five times that you think it's going to not take to grow your business, I'm telling you it will.
00:35:36.680
They have that saying, you know, oh, it takes three years to grow a business.
00:35:40.860
It takes three years to be able to go to dinner and not worry about it.
00:35:47.480
Do you think what they mean is it takes three years to actually get in the black?
00:35:51.280
I don't know what the fuck it means because it's not true in any way.
00:35:56.020
I think it's the dumbest thing I ever fucking heard.
00:36:00.720
But the point is that those are the exceptions, not the rule.
00:36:04.060
If you're in a typical small business and you're going to have to grind it out until you figure out what the fuck you're doing, it's going to take you time.
00:36:11.940
And it's going to take you a lot longer than fucking two years.
00:36:15.220
Oh, I'm going to go in two years without a paycheck.
00:36:24.180
There's plenty of things that will pay you next fucking week.
00:36:30.300
You just got finished saying that if you don't pay attention and don't put all your effort into creating customer experience, that's death.
00:36:40.140
But then the flip side of that is what if your younger self said, man, I'm stressing out all about, you know, all about these different things.
00:36:47.000
What if you said to him, listen, here are the things you're stressing out about that in reality, they're kind of small potatoes.
00:36:58.760
Is there anything like that in entrepreneurship?
00:37:02.660
The people you're friends with now in the beginning of your business are not going to be the same fucking people you're friends with 10 years from now.
00:37:07.800
The girlfriend you're with now, the boyfriend you're with now is not going to be the same person you're with 10 years from now, especially if you're an entrepreneur.
00:37:12.940
You don't fucking owe that person anything, okay?
00:37:16.560
When you come home from fucking work and that person says, oh, Andy, you don't spend any fucking time with me.
00:37:23.140
Well, yeah, because I'm busy building a fucking company and building a future, okay?
00:37:27.380
And if you don't like to get the fuck out, go be a broke fucking motherfucker on the street.
00:37:33.040
And I spent far too much time fucking dealing with people that didn't fucking get what I was trying to do where that sucked the life out of me.
00:37:40.280
You only have so much positive energy in a 24-hour period.
00:37:43.620
And if you spend that positive energy dealing with people that don't understand your mission or don't understand what the fuck you're trying to do,
00:37:49.180
you're going to have a really hard time creating anything worthwhile because you're spending the energy in the wrong places.
00:37:55.980
And I think a lot of people spend it in fucking relationships.
00:38:06.180
I'm not here to play snow fucking white and, you know, tell you that everything's going to be fucking perfect because it isn't.
00:38:13.040
Your girlfriend or boyfriend or whoever the fuck you're with is probably going to want to go out and drink beer on the fucking weekends
00:38:18.300
and party and do all this shit that costs money, but they're going to not want you to work to earn that money.
00:38:27.700
Well, she doesn't fucking love you because if she loved you, she'd be supporting you and what the fuck you're trying to do.
00:38:34.800
So, you know, having these personal relationships and they're delusional, they're delusional.
00:38:40.940
They're the same people you see in a bar when you're 22 years old trying to start a business and you're 37, you see them in a bar and they're coming up to you being like, oh, he's believed in you.
00:38:50.980
It's the same person that was giving you shit fucking 15 years earlier.
00:38:57.780
You certainly don't owe them the potential future of you.
00:39:00.320
And a lot of people will say, oh, dude, that sounds very mean.
00:39:05.100
If you don't have somebody to support you, if you don't have somebody that gets what you're trying to do, they shouldn't be in your life and you shouldn't be wasting your energy on that.
00:39:13.220
You come in this world, you go out this world alone and anywhere.
00:39:17.180
And you have an obligation to the people that you really care about to take care of you first.
00:39:21.960
And people will certain the right people will get that and respect that and love you for that.
00:39:28.560
And they not make things hard, like when you're working at work and then going out and being a fucking slut at the club all fucking night.
00:39:37.480
So while we're on the issue of relationships, you do have some people that have been around first form for quite a while.
00:39:43.840
And these were people that in the early going were investing blood, sweat, and tears, and they weren't getting paid.
00:39:50.760
So what if your younger self or let's say just some entrepreneur who's out there in a similar situation says, man, Andy, I've got these people that seem to be really supportive of me.
00:40:02.480
They want to kill it, too, but I just can't pay them.
00:40:07.680
First of all, you've got to pay them something.
00:40:09.340
I mean, I've never ever had anybody work for me for free.
00:40:13.860
I've had people work for me when I wasn't getting paid and I had to pay them a reasonable salary for their talents.
00:40:20.900
But those are the sacrifices that you make when you're building something.
00:40:25.320
You pay people first to do jobs that you need to get done before you pay yourself.
00:40:32.300
Well, it's fair whenever you start making millions of fucking dollars and they're still making what they make or a little bit more than that.
00:40:43.140
They can't let their egos say, oh, well, I got five or six, seven, ten employees that are making more money than me.
00:40:52.440
When somebody has a skill that you don't have and that you need, you've got to fucking invest in that skill.
00:40:57.880
So, now, going back to your question, how do you get people to, let's say, make less money because they believe in what the fuck you're doing and they want to be a part of it?
00:41:11.820
That's just being open with your business plan and your goals and what you're trying to do and understanding what their role is and what it's going to be as things move forward.
00:41:19.700
You know, when you're starting a company and you're in the first two or three years, five years of your company, you know, it's not going to be this glorious thing that people want to be a part of.
00:41:31.000
So, you're going to have to create something on paper or in people's minds and paint the picture for them of what they're actually investing in.
00:41:38.400
What is this field of planting going to look like in five years?
00:41:43.720
You know, what is this company going to look like in 10 years?
00:41:51.820
You know, you have to be able to paint that picture.
00:41:53.520
That's your job as the owner of the company or the CEO.
00:41:56.500
If you can't make people believe in your company or your vision, you're going to not be very effective at recruiting, you know, good talent to come work for you.
00:42:07.720
So, let me get really specific and switch this up.
00:42:10.080
Just a couple of questions about actual, like literal specific topics of entrepreneurship.
00:42:15.900
So, we've all seen the picture of the original Supplement Superstore, what, signage?
00:42:21.240
If you're talking to either your old or your young self or a modern day, you know, ground zero entrepreneur, and they say to you, Andy, how much value do you place on just getting just the exact right name or the exact right brand colors or the exact right logo?
00:42:41.840
How much of that stuff did you, I mean, how much emphasis did you put on that?
00:42:48.440
Like, you know, if your first version doesn't suck, then you're suffering from paralysis by analysis and you're not taking enough action.
00:43:00.620
You know, you're going to have to put something out there and people are going to say, oh, that's weird.
00:43:09.180
You know, look at some of the big companies now, like Amazon.
00:43:19.040
And you do that through creating a culture in your company, which I don't expect an entry level entrepreneur to understand how to do.
00:43:27.240
But as you evolve your company and you learn more, you're going to learn how to instill a culture on purpose.
00:43:33.980
And when you do that, whatever symbol you have that represents that will become significant.
00:43:43.080
Because people, when they see logos nowadays, I mean, the logo could possibly not tell you anything about the company.
00:43:54.420
So, if you don't instill a culture and you don't understand what that means at this point in time, but you're in business and you have you and another employee, you know, you could start that right now.
00:44:11.680
If you ask them how's their culture, they interpret that as morale.
00:44:15.840
You know, morale and culture are two different things.
00:44:27.980
And you have to learn how to create that intentionally.
00:44:34.600
And a good book on that is Delivering Happiness by Tony Hsieh.
00:44:42.120
But, you know, to answer your question, I don't really think it's that.
00:44:46.640
I don't think it's the end all be all of anything.
00:44:48.360
I think it's what you do that brings significance to those things that matters.
00:44:54.140
Look at some of the, like, famous logos in business.
00:45:00.740
Well, who would have thought that the profile of a fruit would be eventually associated with a swoosh, a checkmark?
00:45:18.860
Well, guys, if you want the show notes for this episode, just check out themfceo.com forward slash p57.
00:45:27.060
And Andy, once again, anticipated my final question, which is just you talked about culture.
00:45:32.680
So give your young self a couple practical things you can do every day to advance the core values of your company.
00:45:43.060
Well, first of all, you got to identify what you stand for.
00:45:45.620
You know, most people have these bullshit fucking things written on the wall of their company.
00:45:55.480
And, you know, you look at those things, you're like, what the fuck does that mean?
00:45:59.980
So you have to identify what it is you stand for in detail so that people can actually understand that and apply that.
00:46:10.040
And then what you have to do is you have to start speaking to your customers and your employees in that language.
00:46:18.000
So when you talk about enthusiasm, you know, are you talking about going the extra mile?
00:46:29.980
You know, everything that you coach your employees on should fall into those categories and you should tie that back to that.
00:46:36.840
Hey, you know, you didn't do this, this, and this.
00:46:38.940
You didn't clean the bathroom today, even though it's on the checklist.
00:46:50.300
Even though it's a small thing, you've got to do it.
00:46:53.140
And you have to tie your language together with your employees on the core values.
00:46:57.920
And that's going to basically, it'll get the idea in their head of, okay, this is acceptable here or this is not acceptable here.
00:47:06.380
When the new guy or the new girl comes in, guess what they tell them?
00:47:13.900
They're like, hey, you know, you didn't clean the fucking bathroom today, bro.
00:47:18.440
I don't know where the fuck you worked at before, but we don't, this shit ain't going to fly here.
00:47:25.220
You know, or like you didn't carry out the bag of groceries for that customer or whatever.
00:47:30.500
He said, hey, I don't know what fucking store you worked at, but this is fucking, this is Acme fucking grocery store.
00:47:37.560
And we carry this shit out for these motherfuckers.
00:47:39.400
And you better fucking do it or your ass won't be here.
00:47:41.280
And they'll regulate employees for you because they believe in the culture, you know, but it's by design.
00:47:47.780
And most, most entrepreneurs, ironically, if you ask them what culture means, they can't even fucking tell you what it is.
00:48:06.020
And like, dude, you know, first of all, let's learn what culture is.
00:48:11.240
It's the living, breathing soul of your fucking company.
00:48:19.440
And you're going to have to develop the communication skills that go along with that and use them consistently.
00:48:25.700
And what will happen is your employees will start to embody it.
00:48:28.640
Your customers will start to identify and love it.
00:48:32.860
Then you have, you've got something that's tangible.
00:48:38.860
I mean, dude, I can smell culture when I walk into an office in one fucking second.
00:48:43.840
Dude, could you not, when we went to VaynerMedia, did you not feel it?
00:48:51.280
You know, and, you know, people get that when they come in here.
00:48:54.900
When they come in our office, they're like, dude, this is fucking awesome.
00:48:58.040
You know, or if they go into one of our stores, it's the same thing.
00:49:00.920
You know, and the easiest thing to stand for is to do the right fucking thing because everybody gets down with that.
00:49:08.060
So I confess that I know about that because I hang out with you and I've learned the whole concept of culture.
00:49:12.940
Or is it fair to say that another word you could use is personality?
00:49:21.940
It's a very similar, you know, it's the personality of your business.
00:49:24.700
I would say that's, I wouldn't say in substitute.
00:49:26.860
I would say in, you know, in conjunction with like the soul.
00:49:39.020
You have to be around a company that has a culture to understand what culture is.
00:49:56.960
Well, I would say why I would is just a sense of belonging with a group of like-minded people.
00:50:07.300
There's a lot of motorcycles that are better than Harleys.
00:50:09.080
But I guess I can't answer the question without actually using the word culture.
00:50:14.540
It's a whole subculture in America that has certain features.
00:50:18.200
You can ride up to a Harley fucking ride and look like you, a clean cut, you know, and
00:50:24.140
be a clean cut fucking white pastor, you know, dude, right?
00:50:30.340
And you can roll up and there'll be a dude on a Harley with the fucking beard down to
00:50:34.920
And if you ride a Harley and he rides a Harley, you're fucking brothers.
00:50:40.660
That's what makes people go get a fucking tattoo of a logo.
00:50:44.180
Which, by the way, S2 and First Form both have tons of people with those kind of tattoos.
00:50:50.760
When you have people going to get tattoos on their skin of your fucking logo, you've got
00:51:01.000
Harley-Davidson, you know, you can't even walk into a tattoo shop across the earth without
00:51:08.000
Dude, if you want to study on culture, study that fucking brand.
00:51:15.740
The nerdy dude at the fucking Starbucks, you know, with the fucking trendy shit on.
00:51:21.740
But the point is, is all the little fucking Apple nerds all get together and fucking celebrate
00:51:28.160
And I'm entrepreneuring with my fucking Nixon quotes up.
00:51:34.920
How many dollars do you think we can raise in BC this year with my fucking app idea?
00:51:39.700
How, I mean, I guess once you get to the point where your customers are saying, you
00:51:44.460
know, if somebody asks them, why do you buy such and such?
00:51:46.880
If their answer is because it's fill in the name of your business.
00:51:52.300
Why do people buy your shit other than good, good.
00:52:01.740
There's not one thing I could think of and product wise in the world that the leader is
00:52:07.700
so much better than the fucking second competitor that it's that big of a difference.
00:52:21.100
They're fucking one centimeter one way or the other at any given time.
00:52:28.120
People will argue, you know, Porsche, Ferrari, Lamborghini, all the fucking same.
00:52:35.000
None's what we're talking about, you know, measurable differences of millimeters or fractions
00:52:43.420
So what makes something choose one over the other?
00:52:47.760
It's people buy from people they identify with and people they like.
00:52:55.020
You make people feel belonged, you make a sale.
00:52:57.960
You're really good at making people belong, you create a movement and you have a culture.
00:53:01.700
But dude, most people can't do it because, and I'm going to tell you why most people can't
00:53:06.300
And this is why I'm not afraid to fucking talk about it because I'm a fucking expert at culture
00:53:14.740
We had a thousand fucking people show up at a supplement company for Summer Smash last
00:53:31.480
Everybody else is all about making the dollar, making the margin, making the profit today.
00:53:38.180
They don't understand that if you take care of people first, they'll take care of you.
00:53:42.720
And I believe it enough to where I put my fucking money where my mouth is and in that type of
00:53:49.280
And I would suggest that you do the same, but it takes balls because when you don't have any
00:53:54.780
money and you don't have momentum and you haven't built anything yet to, to basically
00:54:05.580
So, I mean, we could do a whole podcast on this whole thing.
00:54:10.360
But, you know, at the end of the day, whatever the fuck you're selling out there is not better
00:54:18.060
And if you can't get people to identify with your brand, you're going to have a very hard
00:54:26.980
Although, I would guess that most of your customers would say that first form is way
00:54:35.780
I was going to put an asterisk there and not, and I know people are laughing right now.
00:54:38.960
They're like, oh, of course you're a fucking company.
00:54:42.560
You know, we're in an industry where the cheaper is the better.
00:54:45.900
Well, we've taken that whole, name me one fucking industry where cheap is the best.
00:54:54.200
People have the mentality where the cheapest is the best.
00:54:56.860
We've taken, that's because most companies will make things so cheaply and then tell you
00:55:04.460
So that they can make the most amount of margin.
00:55:08.100
We've taken the opposite approach and made the best products and they are definitively
00:55:12.420
and clearly better than the competition, which is why you don't see people ever bashing
00:55:29.200
But my hope is by listening to this podcast that one day you will get to a point where
00:55:34.580
But the point is, is we're in sports supplements.
00:55:39.300
What is most people's problems that come to us?
00:55:41.440
They want to lose weight or they want to gain muscle.
00:55:43.340
They're putting things in their body for performance.
00:55:45.720
I owe it to the customer to make the very best products that I can to help them solve
00:55:50.500
And if they can't afford it or choose not to buy those products, that is not my fault.
00:56:03.640
And, you know, there is situations out there where one thing is better than another.
00:56:08.680
But generally speaking, and I'm not comparing a fucking Ferrari to a fucking Yugo or a Saturn.
00:56:24.320
Two products in the best category are not so different that you're going to automatically,
00:56:31.180
I mean, there are other brands that are pretty fucking good.
00:56:37.500
And people might look at that and say, hey, you know what?
00:56:53.940
But it takes work and it takes time and it takes trust.
00:56:56.400
And the first time you violate that trust is the last time you violate that trust.
00:57:01.500
Well, it's a principle that stands true in almost every area of life.
00:57:05.040
I mean, it goes without saying, you look at the history of American politics and when
00:57:10.160
the American people were given a choice between two essentially similar candidates, but one
00:57:14.380
of them just had an ability to connect, was more likable.
00:57:31.360
What did I tell those motherfuckers when we went down to the motorcycle dealership?
00:57:38.460
Don't worry about the fucking margin or the commission or whatever it is that you're
00:57:43.220
Worry about making this dude feel like he's part of the fucking family.
00:57:49.180
Not only will you probably sell that bike, but you'll probably sell him bikes for life
00:58:05.900
So the only thing I would say, wrapping up a little bit here, is just-
00:58:27.800
I think it'd be important for you to discuss why you tell everybody that works in your retail
00:58:34.540
Why do you think you tell every single employee to look at every single customer as $100,000?
00:58:44.960
I train all my guys to look at the lifetime value of the customer, always.
00:58:52.540
Because it prevents them from looking at the sale today.
00:58:55.840
So if you can envision a customer, and our lifetime value is around $100,000 for a customer.
00:59:02.420
So if you look at yourself as in the business of acquiring customers as opposed to selling
00:59:07.420
shit, you're going to be very successful because you have to understand the lifetime
00:59:12.020
value of that customer is far more valuable than anything you could do today.
00:59:16.300
Like, you could give the person their whole fucking order or whatever it is they bought
00:59:19.400
for free today to make them happy and create a lifetime customer, and it would still be
00:59:24.940
And you have to get your people to think that way and be okay with that and empower them
00:59:30.260
Because if you can't take care of that person and make them happy and you lose that lifetime
00:59:35.260
customer today, you didn't lose the $75 sale today or the $150 sale today or even the $2,000
00:59:43.460
sale today for some of you guys who sell bigger ticket products.
00:59:46.400
Because you lost the lifetime value of that customer, and not only the lifetime value of
00:59:50.640
that customer, but all their friends, family, and their network.
00:59:56.540
And so you have to train your employees to understand that on every level possible.
01:00:02.080
Tyler's been working here for probably six, what, six years?
01:00:07.820
He worked for S2, a retail store, and he's worked for First Form, both companies.
01:00:11.880
I don't think there's been a meeting that we've had in that amount of time that I haven't
01:00:16.440
I think every single fucking meeting, I bring that up.
01:00:18.600
Well, it totally changes your mindset on how you look at a customer.
01:00:20.860
I literally tell them to look at a customer and envision a fucking comic book bubble above
01:00:29.820
And if you fucking can do that, if you could train yourself to do that, you will treat your
01:00:40.340
And we, I mean, but saying is one thing, doing it's another.
01:00:48.300
Sometimes you're going to have to give up money today to make that customer right.
01:00:52.300
Sometimes you're going to have to do things today that cost you money to make that customer
01:00:59.740
It could be $10 million for some of you guys listening.
01:01:03.400
But the point is, is you don't fucking know who that person's going to tell, what they're
01:01:09.760
So treat them as if they're the number one person.
01:01:13.540
First of all, the only, everybody says, oh, treat them as your only customer.
01:01:16.280
Well, not only that, but treat them as if they're not only your only customer, but they're the
01:01:24.580
And I know you would say not just before any sale, but before, during, and after.
01:01:29.060
I think you knew that I recently bought a car, was pretty happy with the sales process,
01:01:33.920
but shocked when two weeks later, I have a flat tire, which is not a big deal.
01:01:41.960
But found out that they had not sold me the special key to take the bolt off.
01:01:47.580
So when I called the dealer, they're like, oh, yeah, we had no idea.
01:01:52.440
So yeah, we're a Toyota dealer and that's a Honda.
01:01:55.400
So why don't you call the Honda people, see what they know.
01:01:59.920
These guys don't know that I have probably three more cars that I'm going to buy in the
01:02:09.600
All because of something that they could have sold for like five bucks.
01:02:14.380
It's like a $200, you know, the special Honda key and everything.
01:02:19.280
They could have went to fucking Honda and said, hey, my bro down here broke down.
01:02:28.080
I literally, I was like, well, that shows how you value me.
01:02:33.200
But Vaughn, that's the competitive advantage that everybody listening right now has.
01:02:38.620
We talked about your products being commodity, which they are, unless they're in the like
01:02:42.140
small percentile of unique innovative products, which yours probably aren't.
01:02:48.020
Everybody thinks they are, but they fucking aren't.
01:02:50.360
When you're in that business of selling that sort of product or information or service, how
01:02:57.240
do you differentiate yourself through culture and through service?
01:03:00.960
And you can dominate your fucking competition by mastering those two.
01:03:08.860
So, hey, all you motherfuckers listening right now, if you found value in this podcast, I
01:03:13.800
would really appreciate it if you would please follow me on social media and also leave us
01:03:25.860
And some people are confused by this and it kind of sucks, but as far as I know, you cannot
01:03:33.120
See, what you don't understand is that I made a deal with Apple that if you're a regular
01:03:37.500
listener to an MSCO project and you don't leave a review, you won't be able to listen
01:03:42.480
So, if you don't leave a fucking review, I'll see you later.
01:03:45.940
The only other thing I want to say is that, you know, people, I love Canada.
01:03:49.580
So, apparently, I got some wrong information or I misunderstood about the issue.
01:03:58.040
But anyway, some of you were getting on me for misinformation about cooking meat in Canada.
01:04:09.540
If you're going to get upset that you made a mistake about cooking meat, you're one of
01:04:13.360
those people that probably shouldn't listen to the fucking show.
01:04:15.860
One more worthless question since we're talking about the Back to the Future thing.
01:04:22.700
If you had an opportunity to go back in time, one thing being personal, one thing being historical.
01:04:30.120
I wouldn't have wasted time with the fucking personal relationships that I had.
01:04:33.740
No, I'm talking about if you went back in time to actually relive like a day or a moment
01:04:37.800
or experience back in time that's personal, what would it be?
01:04:50.920
Emily said something to me the other day about that, too.
01:04:52.860
Like, I forgot what the question was and she asked me and I'm like, I can't answer that
01:05:00.400
I'm not one of these people that looks at the past and thinks of the good old days.
01:05:04.860
I look to the future and how great the future is going to be and I try to enjoy the day.
01:05:09.780
And I look at the past, good or bad, as just what it is.
01:05:20.640
You know, and I've done some things that I'm not proud of, but I don't regret them because
01:05:24.020
if I hadn't done them, then I wouldn't know to not do them now.
01:05:33.640
I mean, dude, I get that shit all the time, especially when I tell people, oh, I've been
01:05:38.840
Well, you try to throw out the divorce thing so you can fucking try to pick up some chicks
01:05:49.640
But yeah, I get that all the time and it's like, dude, I don't regret anything because it's got
01:05:53.360
Whatever happened in my past got me where I am now.
01:05:58.460
Like you said, they always use it as an excuse on why they aren't where they want to be.
01:06:04.260
Tyler knows because he travels with me when I go speak and people...
01:06:12.980
So, dude, you know, I'll get these questions and it'll be like this laundry list of past
01:06:30.540
Well, anyway, Kelsey just said they let it paralyze them, but it's true.
01:06:36.200
Like, while they're replaying the things that like, you know, oh, my fucking dad and I don't
01:06:40.460
have a good relationship and, uh, you know, this and that.
01:06:43.840
And I'm like, motherfucker, I got stabbed in the fucking face.
01:06:54.920
I don't know what his name is, but he had like that elephant disease.
01:07:00.500
That's what I fucking looked like for like two years.
01:07:05.100
And I was a good looking motherfucker before that.
01:07:20.020
So, the point is, is that, you know, like, I just don't live in that way.
01:07:27.500
The thing that tells me that someone's living in the past...
01:07:40.980
Well, you are that, but that's the, you know, geniuses are often mad.
01:07:46.220
I just don't care about the shit that most people care about.
01:07:48.700
But, I also think that that is a product of age.
01:07:51.060
I've come to the point where, for me, the past...
01:07:54.660
Well, but, I mean, I'm saying it's a product of maturity.
01:07:59.200
So, for me, I've come to the point in my life where I look at the past to understand
01:08:11.000
Like, I just find myself caring less and less about the shit that people generally care about.
01:08:15.580
And I'm more and more interested in progress and teaching and learning and experiences
01:08:30.360
I mean, I love the Cardinals and everything, but, like, I start to get to a point where
01:08:33.620
I look at people who go to the fucking baseball game every week, like, what the fuck are you
01:08:40.660
Maybe I wish I was a little more ignorant sometimes to where I just didn't think that
01:08:49.620
Well, guys, follow at Andy Fursella, at V-A-U-G-H-N-K-O-H-L-E-R, and at M-A-I...
01:09:38.500
But you better promise me I'll be back in time.