REAL AF with Andy Frisella - What Is Really Holding You Back？, with Andy Frisella

00:00:00.000 what is up guys you're listening to the MFCEO project I'm Andy I'm your host and I am the

00:00:14.380 motherfucking CEO lots and lots and lots of new listeners that means you guys are doing

00:00:19.540 your job that means you're telling your friends you're referring like-minded people but lots and

00:00:25.040 lots of questions about what is an MFCEO well clearly it stands for motherfucking CEO and what

00:00:32.980 it means is this you need to understand how to take control of your life whether you own a business

00:00:40.720 whether you're an entrepreneur whether you uh have never sold anything it doesn't matter is this an

00:00:46.780 entrepreneurial podcast absolutely okay are we going to talk about how to make more money absolutely

00:00:51.720 but what we really talk about here is how to improve in every area of life and how to do so

00:00:56.780 with a confidence with a swagger with a with a feeling of pride about yourself that gives you

00:01:03.520 that MF in front of the CEO because we're all the CEO of ourselves we're all the CEO of our entire

00:01:09.520 lives and what you hear on this show some of them is a lot of business related stuff but a lot of it

00:01:16.040 is performance related stuff so if you're brand new and we start to talk about something and you start

00:01:20.900 to think well that's not me because I don't have a business keep listening because I'm guaranteed

00:01:25.000 you're going to take something away guys with that being said today is Tuesday I am joined by my

00:01:32.980 co-host Vaughn the Impaler the pastor of disaster what's up my man did you see my post the other day

00:01:38.960 about Coolio Coolio I liked it but dude it was it like it's hard to say Coleo Coleo is that

00:01:45.860 yeah that sounds like too much like colon but you know it was interesting did you hear the whole story

00:01:50.140 I mean did you hear the story of did you know see it well basically there was a guy on Jeopardy

00:01:54.660 who was asked the question you know so for those of you who haven't heard it guy on Jeopardy who

00:01:59.220 was asked the question what 1994 rap hit song by Coolio was featured on Dangerous Minds and the

00:02:06.460 answer is Gangsta's Paradise right yeah right well they gave it to him and then they and then they took

00:02:13.200 it back because he said Gangsta's Paradise he was white right well he was white yeah that's a white

00:02:18.620 boy and they said that he was penalized because he didn't properly pronounce it yeah but this is

00:02:24.100 really interesting somebody thought when I was posting that that the whole point of my post was

00:02:28.900 going to be details matter you know what that's a great point though yeah that is a great point

00:02:34.200 we just had our every month we have an all-hands company meeting so that means if you work for

00:02:39.940 first form or if you work for S2 you have to come in person it's always on a Sunday night we feed

00:02:45.760 everybody we get together uh it's not like your normal company meeting I think everybody that

00:02:49.820 comes enjoys coming we learn a lot uh and we work to get better but we had our monthly meeting for

00:02:56.080 January um last night and that was like the main point of the meeting was the three things that will

00:03:03.000 affect your income and this is what I talk to these guys about because I've got good leadership in my

00:03:07.520 company to where I don't have to necessarily get in and teach someone how to sell something or how to

00:03:13.060 help someone or how to do something because I've got guys that could do that now so when I try to

00:03:18.100 speak to my team I try to speak to them about life man because the reality of our business right or any

00:03:24.420 business is you're going to have people that come in and you're going to have people that leave and

00:03:28.600 their time here in my opinion should be productive they should I want my personal goal and I understand

00:03:35.300 I'd be foolish to say hey we're going to keep everybody but we do keep a lot we have a very high

00:03:39.320 retention rate but I like to think of our companies as like an as its own academy right as its own um

00:03:48.680 place where people come in they learn a bunch of shit and they leave when they leave they're ready

00:03:54.420 to dominate because I can tell you guys that are good here are fucking superstars anywhere else and

00:04:00.200 we were talking last night about what it like what they should learn what the skills they need to

00:04:06.100 learn and the three things that I hit up hit on them and this I've talked we did a podcast about

00:04:10.400 this a little bit but the three things uh were attention to detail right people who win people

00:04:15.600 who earn a lot of money people who do a lot of shit uh good things in life are sticklers about the

00:04:20.120 detail I mean the smallest minute detail and they're consistent about that it's not Monday and Tuesday

00:04:25.740 they're detail oriented and then Thursday and Friday and Saturday and Sunday uh they're you know

00:04:30.580 they let that slide it's something within them and guess what that's developed that's something

00:04:34.800 that has developed over time nobody not many people are that are detail oriented enough naturally

00:04:43.100 and it's not until you till they completely believe and understand and buy into how important it is

00:04:48.340 do they come do they become that way so we talked about that and the other two things we talked about

00:04:53.180 were the two skills that will make you the most money in any company in any area and why they're

00:04:58.560 valuable and one is sales okay if you know how to sell you're you can find a job anywhere

00:05:04.040 if you could understand how to sell and how to make people feel great for buying from you and

00:05:09.840 how to make people refer friends buying from you and how to take care of them which really comes down

00:05:14.600 to one concept right it's caring okay it's not um selling people a bunch of shit they don't need

00:05:20.840 it's not lying to people it's not manipulating them to get the sale it's genuinely doing what's in

00:05:25.520 their best interest over the course of a long time that gets you all that business and we talked

00:05:31.200 about that in detail okay so how to sell properly not how to call them 40 fucking times until they

00:05:37.480 buy your shit no it's how to actually solve their problem and do so in such a way that they can't

00:05:42.540 help but brag about you to all their friends family and connections and that's more powerful than ever

00:05:47.900 right now because we have social media but and that's basically what you go into detail in the

00:05:52.420 upcoming uh entrepreneur academy yeah yeah yeah we we do have a course on that um i'm excited about

00:05:58.200 that dude yeah that like the more that we film it and the more that we like when i first when we

00:06:03.360 first you know how i was hesitant about it because i'm not a big uh you know info sell guy like i don't

00:06:12.060 like like it's because most of the shit that's out there is garbage right you know i see people going

00:06:16.200 two three thousand dollars ten thousand dollars twenty thousand dollars in debt to learn some shit that

00:06:21.340 is fucking it's not even helpful it's it's marginally helpful um but as we started to work through

00:06:27.840 this this project dude i'm starting to realize like it's gonna be fucking awesome yeah and it's

00:06:33.660 exciting so uh but getting back to what i was saying the other the third skill is leadership okay

00:06:40.000 and the way i explain to the guys is this if i can remove you from one area of the business and put

00:06:47.880 you in another area of the business so think about it like this let's say you wherever you are right now

00:06:53.100 you're working let's say in texas okay and you're working with a team of 30 and i could pull you

00:06:59.480 from your team of 30 and i could put you in the team of 30 in new york city and in six months you

00:07:06.840 will have improved the performance of those 30 people so much that you could statistically see it

00:07:13.520 on paper not just what you could sell but what they sell and how productive they are and how they've

00:07:18.400 grown and by the way your team in texas isn't falling off because you created real leaders

00:07:22.820 if you're able to do that you will write your own fucking check for life because if i could take

00:07:27.920 somebody from some uh part of my company and put them in another part and know that they're going to

00:07:33.740 get that part on track what's the price for that how much is that guy worth a lot a lot and the good

00:07:39.960 thing about all these skills dude is that they're all learnable they're not gifts they're not

00:07:45.100 something you're born with it's something that you can actually learn you can learn how to be a

00:07:50.320 leader you can learn how to sell okay and you can learn how to care about people if you don't if you

00:07:56.320 don't understand how to care like you say oh well this is just a job blah blah blah yeah okay let me

00:08:01.580 teach you how how to care about people let me show you how to do it okay and let me show you why the

00:08:05.720 details matter and how to sell and how to make people feel great and solve their problems and how to help

00:08:11.480 other people succeed see i look at what we do as its own academy right i have young guys and women

00:08:20.080 that come into our company i teach them i coach them we train them how to be fucking great and some

00:08:24.960 of them stay forever and some of them move on but when they move on they're able to be successful

00:08:28.940 so i you know working here i made a post today about uh you know basically what we've got going on

00:08:36.080 culture wise but you know working here is not a regular job man it's it's like going to college

00:08:41.000 to learn how to succeed and you know it's fun watching people develop and crush and and learn

00:08:48.520 shit and overcome and develop confidence and then not only do great here but sometimes leave and then

00:08:55.380 go fucking do great somewhere else i dude i take pride in that you know people ask how do you build

00:09:01.700 such great cultures in your company because i genuinely care about our fucking guys i genuinely care

00:09:06.620 if they succeed in life you know and i'm not foolish enough to think that they're all going to stay here

00:09:10.760 okay so anyway i guess my point to that whole thing is if you want to learn how to be successful

00:09:16.280 come fucking work here you know what i'm saying i i have to add to this and you know i like college

00:09:20.780 sports but isn't it interesting to you that the national championship game which is tonight at least

00:09:25.980 you know we're recording right now it'll be tonight i think it's very who do you think is gonna win

00:09:30.140 uh georgia i do too yeah yeah i do but but isn't it interesting that i don't know why dude they just i don't

00:09:36.200 know why i do yeah yeah supposedly that's the supposedly that's the matchup that alabama wants

00:09:40.780 bro but they just look better they look faster they look tougher like just watching them yeah i don't

00:09:46.940 know like i think i have all respect for alabama and i've always been a fan of them but dude i just

00:09:54.260 don't think they right i'd be surprised alabama won but isn't it interesting that that nick saban is

00:10:00.060 facing yeah former that's another reason why i think georgia's gonna win yeah a former uh assistant

00:10:05.140 assistant so it's do you do you have higher i'm this kind of what were you gonna say well that's

00:10:09.420 what i was gonna say is isn't it amazing that it says something about nick saban that i think all

00:10:15.140 of his assistants have been successful well that's the job i'm saying dude the job is to be a fucking

00:10:20.500 leader right the job is to help people and that doesn't mean help people as long as they can help

00:10:25.340 you that means help people yeah like do i have a number of ex-employees that have used to work here

00:10:29.900 that have moved on to other areas and then text me or call me and say first thing they say is dude

00:10:34.900 i learned more there than i've ever learned anywhere else and i'm so thankful for having the opportunity

00:10:39.680 to work here but the second thing they say is hey i'm in this situation what do you think i should do

00:10:44.200 and then i'll fucking like coach them through it and they go fucking kick ass like dude it's the best

00:10:48.020 thing ever i love it yeah like i think it's great it's funny because when i talk to other business

00:10:51.700 owners they get like super pissed at people when they leave like they get angry with them you know and

00:10:56.680 it's just like dude you're that's why you don't have a good culture that's why you don't have people

00:11:00.880 that that love working for you because they know that you're in it for your fucking self yeah you

00:11:05.800 know what i mean yeah absolutely it it's an interesting thought to to use that as a category

00:11:10.060 to evaluate greatness because you can look at some pretty and incredible coaches like coach

00:11:14.500 tusheski at duke but his coaching tree is not that great whereas like bill walsh back in the you

00:11:19.600 know the san francisco 49ers yeah you look at the whole nfl it is it's like the whole of nfl so it's it's an

00:11:25.440 interesting just leadership how i could tell you how you replicate yourself yes but replicating new

00:11:32.500 leaders is the fucking holy grail of how to get fucking paid yeah within a company and you have

00:11:39.080 to have the skill if you're going to own a company yeah you know what i mean and and the funny thing

00:11:42.980 too about leadership is that people think that you they have to be like this loud boisterous over the

00:11:48.600 top personality like they see like because that when you think about like great leaders that's kind of

00:11:53.940 what you think about you think about like generals or you think about big coaches that yell and scream

00:11:57.680 get people pumped up but dude some of the best leaders they have their own fucking style you know

00:12:01.960 what i'm saying like dude some of the best leaders in the world are guys that don't that that don't

00:12:07.320 yell and scream right you know what i mean and the thing is is that i equate it to this okay

00:12:13.780 and i asked my team this i said what was worse when your dad i asked everybody if they got their ass

00:12:19.880 beat and everybody raised their hand yes which was surprising to me because most of my people are

00:12:23.580 millennials i didn't know they still beat asses but i got my ass beat all the time yeah but the

00:12:28.640 millennials that have come to work for you so they might have a little i don't know man yeah maybe i

00:12:33.460 don't know but anyway uh good job at parents for whooping some ass but the point of it is is this

00:12:40.200 dude i want to i'm gonna have kids just like a whoop their ass let's get some fucking dms going on

00:12:44.400 that write me write me how you hate me now right you know what i'm saying oh you never had kids or you

00:12:49.180 never spank a bull fucking shit i'll spank your kids too but dude here's the thing uh we we have

00:12:55.860 to we have to understand that um that leadership style is not exclusive to one style you know what

00:13:04.820 i'm saying so like what i was talking to the guys last night is this what was worse when your dad

00:13:09.460 like yelled and screamed at you and gave you a spanking or he said hey man you're better than that

00:13:15.520 i'm that's embarrassing to me i'm super disappointed in you what's worse everybody agreed

00:13:20.460 that the second was worse yeah so when you're a leader what's leadership what's leadership entail

00:13:25.360 it entails two concepts one lead by example right that's what we always hear holding yourself

00:13:31.920 accountable first leading by example performing at a high standard what's the second part of

00:13:36.100 leadership it's very simple being able to hold the people around you to that same standard hold

00:13:41.320 them accountable force them to improve force them to get better and so many people can't do it

00:13:46.660 because they're afraid that they're gonna that person like they're stuck at like junior high lunch

00:13:51.580 table where if they say something to someone that person's gonna hold a fucking grudge to him for

00:13:55.540 life you know like if i correct joe over here on my team he's gonna be pissed at me for correcting

00:14:00.520 him or if i say something to uh you know julie about her not doing a good job she's gonna be mad at me

00:14:07.120 forever well dude first of all if you're doing something with the intention to improve that

00:14:13.620 with to improve them so they can make more money how are they gonna be mad at you for that and what

00:14:19.400 fucking difference does it make what difference does it make dude you guys who are listening right

00:14:23.800 now if you want to fucking improve this year i would tell you this stop worrying about how other

00:14:29.780 people interpret your truth don't worry about how you saying something that is a fact of what you're

00:14:37.120 you're observing and how they react when you worry about hey how they react you soften it you're not

00:14:43.800 afraid you don't hold people accountable you let people slip by on details and dude that's what that's

00:14:48.620 what hurts you and it hurts them you're being a pussy be a be a grown-up and tell somebody the

00:14:54.800 fucking truth and when they get upset about it let them go pout and then walk over to them and say

00:14:59.740 hey look i'm not trying to be mean to you the reason i'm holding you accountable is because i

00:15:05.920 want you to improve and i want you to i want you to make more money have more success be more successful

00:15:10.580 and win you know don't be mad at me for wanting you to win you know you're better than that and i

00:15:15.580 know you're better than that what do you think that you think that person's gonna be mad at you at

00:15:18.640 that point if they are there's something wrong with them right you know what i mean right and if

00:15:23.860 they're you're doing the honest truth and guys what you if you want to be a fucking leader and get

00:15:28.640 fucking paid you've got to get over the fact of that people are going to get their feelings hurt

00:15:32.560 dude i walk through the office and i see somebody doing something fucked up i'll be like hey dude

00:15:36.020 that fucking sucks don't fucking do that do it like this and i walk the fuck away and if their

00:15:41.000 fucking feelings are hurt i don't care i don't care if they're upset i don't care if they think i'm

00:15:45.360 mean because i know that i'm doing the right thing and i'm 100 confident in it but dude so many

00:15:50.740 people can't get they can learn how to sell but they can't learn how to lead you know what i mean

00:15:55.520 because they're afraid they're going to upset their workplace or the reality is is that think

00:16:00.320 about the people who helped you the most in your life i guarantee you they were hard on you i

00:16:04.720 guarantee you they were strict on you i guarantee you they didn't let you get by with bullshit those

00:16:09.480 people you end up respecting so if you want the respect of your team and this is a dm i get a lot

00:16:14.320 and an email we get a lot oh dude you know i'm leading these guys they just don't you know i'm having

00:16:18.740 trouble getting them to respect me and this and that well you're not telling the truth and they know

00:16:23.500 you're not you're not holding them accountable and they know you're not you're letting them slide

00:16:27.060 and they know that that's not right so what do they really think they think that you don't fucking

00:16:32.220 care if you don't care about them why are they going to care about you right you see what i'm

00:16:36.580 saying yeah absolutely it's interesting i mean i'm i could we could spin this off into a whole nother

00:16:40.660 application but it's kind of the true it's kind of true and it applies to customers too it's what you

00:16:46.280 were talking about the other day where where we want it we feel bad if we charge them for something

00:16:52.460 oh yeah you know we feel bad if we if we're direct about no this is what it costs yeah i can't

00:16:57.920 remember the girl's name exactly do you see the connection i'm making yeah yeah sure dude it

00:17:01.280 becomes dude yes a hundred percent i've been through that like when people and dude people

00:17:08.380 mess up their brands so bad by doing that because they devalue themselves in the eyes of others

00:17:13.080 um just to set the backstory of what vaughn's talking about is you know we did a live skype uh with uh

00:17:19.900 uh she was a chiropractor chiropractor brianna and she asked me what did she ask me exactly she

00:17:27.500 basically asked you about uh giving discounts to friends and family you know that kind of thing

00:17:32.280 so she asked how do you give discounts to your friend and family or i think i think and then

00:17:38.720 connected with that was how do i provide value without devaluing no that's what that's what she

00:17:43.660 said she said how do i give free adjustments to my friends and family without them devaluing my

00:17:51.120 service i said you can't why and then i asked her i said why do you want to give a discount to them

00:17:55.360 she said well that's because they're my friends and family no that's fucking wrong okay let me tell you

00:18:01.960 something about your business right now quit fucking giving discounts when you give discounts

00:18:07.000 people especially your friends and family dude my fucking mom and dad pay full price they don't get

00:18:11.720 shit my dad works here okay the reason is is because this when you own a small business especially

00:18:19.100 in smaller town with your circle of friends you're going to come in they're going to come in to see

00:18:24.460 you and they're going to say hey uh i'd like to get um you know an adjustment and you'll say oh that's

00:18:30.420 cool and blah blah blah and then they go to pay right and you're like no it's on me okay that happens

00:18:36.420 once that's a good thing you're a nice person right we want to take care of the people that we

00:18:40.080 take care of but what happens is is this that person then goes to their circle of friends

00:18:46.540 and says hey go see my friend julie who's the chiropractor over here blah blah blah she'll hook

00:18:53.580 you up okay and then your friend their friends come in and they start thinking that they're going to get

00:18:58.840 a fucking discount because the first lady told her that they're going to get a discount then again

00:19:02.820 when when your friend comes in over and over and over again she starts to expect it and it actually

00:19:07.040 ruins relationships because i can remember when i was in business dude and i was making zero

00:19:11.820 fucking dollars and i made the same mistake she made i was giving out discounts to friends and

00:19:17.320 family hoping they would bring in their friends and family but the problem is is the people that

00:19:21.460 they brought in wanted to ship for the same price that i gave it to the other person and those people

00:19:25.920 fucking i couldn't make any money and it almost put us out of business because i felt bad because i

00:19:31.920 couldn't i couldn't deal with what you're saying about me saying no to this person and having them

00:19:38.780 be upset you know what i mean and uh so yeah i totally relate dude i've all i was that same

00:19:44.000 person when i when i when i used to work our first store um you know like let's say the first year we

00:19:50.120 were open dude people would come in to buy shit and they would put it on the counter and because i had

00:19:54.480 never really worked in a place where i had to ask somebody for money like that um in a formal setting

00:19:59.420 so to speak i felt weird like like i used to do this shit like people come up and set like two or

00:20:05.300 three things and let's say the thing was they rang it up and it was 60 bucks because i didn't have 60

00:20:10.480 bucks to my name dude 60 bucks was a lot of fucking money to me okay so i started thinking of how

00:20:17.040 60 bucks i started thinking in terms of my of how i perceive 60 dollars so i'd without them saying

00:20:24.900 anything i'd say hey it's it's 61.99 but you know what i'll give it to you for 52 right and i'd like

00:20:31.660 i would like give it to them like without them even saying anything and it was because i felt bad

00:20:36.720 because i was judging the customer based on my personal financial situation and dude this is a

00:20:42.260 huge no-no in sales especially you cannot look at someone and prejudge their ability to to purchase

00:20:49.280 products okay people will come in and they will look like they're homeless and they will pull out

00:20:55.800 a thousand dollars cash and i've seen it and no big deal buy everything they want you will see people

00:21:01.720 come in in a suit and tie and look all professional and they'll be like hey can i get a freaking discount

00:21:07.380 blah blah blah you can't right you cannot prejudge and base your your technique off of what your

00:21:13.720 perception of a lot of money is because dude you'll end up fucking yourself not only that but you're

00:21:18.880 assuming you know their priorities yeah exactly right like what if what if the dude who who is

00:21:24.140 looks homeless his priority to get healthy so he can not look homeless and you know dude i one time

00:21:28.780 had a guy come to me this is actually uh really i mean this dude this this guy came into our store

00:21:35.940 and i remember it was our first year and he he had just got out of prison like literally just got out

00:21:42.240 of prison that that day he came straight to our store and he bought like four hundred dollars worth of

00:21:48.360 stuff and dude at the time i couldn't fucking fathom four hundred dollars like to me it was

00:21:52.880 like four million dollars you know what i mean right and this dude he's telling me how he just

00:21:57.320 got out of jail and this and that and he wants to get healthy because in because in jail they don't

00:22:01.480 feed him right and this and that and i'm thinking in my head i'm like damn dude this guy's like

00:22:05.700 like what the fuck is going on here you know what i mean because so so anyway um i ended up like

00:22:13.000 giving him a discount like like i'm telling you like it was like four hundred dollars and i was like

00:22:16.680 man like i i'll uh you know i could give it to you for 320 or whatever you know and like i cut all my

00:22:23.820 margin out of the fucking ask and dude he bought it right and so he walked out and dude i remember

00:22:29.520 sitting there afterwards and feeling so fucking dumb like just like so dumb like dude i'm cutting my

00:22:36.140 own throat for no reason because i'm too afraid to ask somebody to pay full price and uh man like

00:22:43.420 i could totally relate to people who are dealing with that in business when it's new uh especially

00:22:49.140 with your family and friends oh dude for sure you know you know the flip side of that too is that

00:22:53.480 i was just thinking this uh this christmas this past just don't open the fucking box like don't ever

00:22:58.680 my advice to people is just don't open that box right you know what i mean like dude it's easy to

00:23:04.860 say no to your mom and dad because you just tell them like hey no this is my business so so what i

00:23:09.680 always did it what i always did when people ask you for discount as i say what i just said i'd say

00:23:13.860 hey look my dad pays full price my mom does and they do yeah you know what so what so why should

00:23:19.600 you get a discount well and along those lines like christmas eve of this year my daughter got sick

00:23:23.940 and our in our heating went out and so i called a buddy of mine who has an hbac and uh you know it's

00:23:29.560 christmas eve he's with his family everything and so i called him and i said hey man i know it's

00:23:34.620 christmas eve is there any way you can come by and fix my heating and he's like yeah yeah i think

00:23:40.400 i can and i felt compelled to say this and maybe this is bad as a customer to say this and i just

00:23:46.080 because we're we're pretty good friends and i said oh and by the way i intend to pay full price

00:23:50.840 no i'm not i do that all the time i'm not like i'm not calling in a favor or anything like that and

00:23:55.880 i think true friends and family don't make that assumption about people no dude i i tell that

00:24:01.080 because at this point in my life dude i'm friends with a lot of people especially in business and

00:24:06.040 usually like i've helped them or answered their questions or done some sort of like mentoring or

00:24:10.880 a favor or something for them at this point which is why i have so many fucking friends okay and dude

00:24:16.320 anytime i do that like there's very few people i will accept a discount from very very few right and

00:24:22.460 uh i do that shit too because like i want everybody to know for two things i want them to know i'm not

00:24:28.560 that dude i'm not that fucking dude it's going to come in and ask you for a discount when you're

00:24:31.900 trying to run a business right and second of all i know what it's like to be the guy who gets asked

00:24:37.720 for the discount and it's fucking bullshit because i used to get asked by all my friends all this all

00:24:42.780 that and dude i give it to them and part of the reason i couldn't get ahead was because i was

00:24:47.320 fucking too pussy to fucking you know confront these dudes and be like dude you gotta pay because i was

00:24:53.060 afraid they wouldn't buy from me you know and maybe they wouldn't know but it doesn't matter

00:24:56.940 because i wasn't making any money you know what i'm saying absolutely it's just a mental hurdle and

00:25:01.180 it goes back to what i was saying about leadership like you have to you have to be okay with letting

00:25:07.280 them interpret what you say when it's the truth you know what i mean you have to be okay with not

00:25:12.400 not wearing that you can't wear somebody's reaction or perceive reaction or be afraid of

00:25:18.620 their reaction when you're going to present a fact okay how much does this cost it's 61.99

00:25:24.200 and then shut the fuck up yeah you know what i mean like it's funny because literally i i i never

00:25:30.300 watched dr phil but the one thing i thought of when you just said that is the one thing i heard him

00:25:34.940 say is that you don't do something based on how but how someone's going to react no you don't you

00:25:40.240 don't let that even be a consideration that's the biggest reason why people aren't successful

00:25:44.160 yeah because they do everything based on how somebody's gonna react everything yeah you're not

00:25:49.860 even living at that point you're not even who you are yeah you can go crazy right yeah so um

00:25:56.080 dude i guess the point of what i'm trying to get at is this um besides the point of just leadership

00:26:03.780 and what it takes and let people perceive shit the way they want to is this don't devalue your shit

00:26:11.820 okay like the chiropractor uh lady like you went to school you invested the money you learned the

00:26:19.360 skill you took the risk these motherfuckers gotta pay right you know what i mean like you shouldn't

00:26:24.720 feel like you you're not good enough or you're not you're not ready or you're not qualified no you're

00:26:30.780 qualified and you're that you're the way people perceive your value is going to be determined by how

00:26:36.300 confident you present your value so if you do this shit where you discount your your services all the

00:26:42.580 time people aren't going to see it as a as a big deal to come to you they're not going to feel good

00:26:47.200 about coming to you and in fact when your competitors charging 100 bucks and you're charging 50 and giving

00:26:52.460 a half price discount for 25 they also perceive your competitor to be more qualified and better than you

00:26:58.380 right and that's a huge deal i see companies all the time discount discount discount discount discount

00:27:05.180 discount discount they they don't even understand what they're doing to their brand equity they're

00:27:10.420 fucking ruining it okay if you want to get in the trenches and compete on price and that's all you

00:27:16.740 have to compete compete on you don't really have a true competitive advantage you don't have a great

00:27:22.620 product you don't have a great service you don't have a real solution you know why because you're

00:27:28.780 telling people you don't because you're selling it for half of what the fuck it should cost

00:27:32.780 and and also when you do let's not even mention the motherfucking supplement companies that do

00:27:38.420 this shit yeah okay uh let me ask you something vaughn if i'm gonna fucking if i'm gonna discount

00:27:45.080 and run a sale on groceries okay and you you're gonna go to deer birds which is our grocery store

00:27:52.020 here in st louis and everything is buy one get one free what are you gonna do you're gonna stock the

00:27:57.580 fuck up right you're gonna fill your fucking pantry full of shit and guess what's not gonna happen

00:28:01.800 the next week and the next week and the next week not gonna go you're not gonna go grocery shopping

00:28:05.360 right so when you're if you sell consumable goods and you discount them and fucking do buy one get

00:28:12.180 one freeze and all this shit and and then you can't figure out why the next month sucks you're an idiot

00:28:18.180 right okay you don't see grocery stores doing buy one get one free you don't see them doing 50% off

00:28:24.480 or buy one get one 50 that's that's not how that works with consumable goods okay you're gonna send

00:28:30.760 your customer out the door for the next six months i shouldn't even be saying this because

00:28:33.820 we kick the fuck out of everybody because they do this shit okay and not only that would you feel

00:28:39.560 good about putting fucking vitamins in your body that we're buying get one free every fucking other

00:28:42.940 day no exactly but that's not to say that you cannot give stuff away for free in conjunction with

00:28:50.220 that's different yes that's value added exactly that's value added shit so like if i'm gonna run a

00:28:55.880 sale a quote-unquote sale which by the way i haven't run a sale since 2007 in any company and

00:29:01.500 i never fucking will either it's all in how you word it but what if somebody buys 250 dollars worth

00:29:08.100 of shit and i give them a bag of shirt and a fucking bunch of extra shit that's not a sale that's value

00:29:12.760 added it's different it protects your brand equity okay and dude i learned this lesson a long time ago

00:29:18.340 one time we did a we did it i the what i'm talking about i learned the hard way by the way which

00:29:22.980 pretty much everything i talk about i did a and i see all these dude i got all these little

00:29:28.620 supplement stores that follow me and i see them doing these fucking sales and i want to choke the

00:29:33.640 fuck out of them every time because they don't even understand what they're doing we used to have

00:29:37.440 this thing in st louis in 2007 called the meathead special all right and let me tell you what the

00:29:42.680 meathead special was it was seven pounds of whey protein for $21.99 okay or no $29.99 seven pounds

00:29:52.280 away for $29.99 people will come in they came in they bought six seven of them at a time and dude

00:30:01.600 me and jason we're like fuck yeah dude we're fucking crushing it we're putting up all these numbers right

00:30:06.480 the next three months we literally almost went out of business why because they weren't coming in

00:30:13.740 they stocked up so like dude i've seen how this works but it it boggles my mind how people will

00:30:23.560 drive and do all these fucking percentage off and buy one get ones and all this bullshit and then

00:30:29.100 wonder why they got to always do it to get sales well you're training your customers you're training

00:30:34.600 your customers to only buy when it's discount if you do a fucking discount uh 14 days out of the

00:30:40.760 month why the fuck would they ever buy at a full price you see what i'm saying yeah yeah so like

00:30:47.220 dude if you see uh if you if your grocery store did a buy one get one free every month when would

00:30:54.360 you shop oh right yeah only when the sale is yeah right and dude i see these guys doing this and i see

00:31:00.280 half of these companies going out of business and then and not only that dude in in our world when

00:31:05.640 people do that then because people inherently perceive the product as a lesser value if you can

00:31:11.560 if you can literally give it away for fucking buy one get one free every fucking month it must not

00:31:16.820 cost you that much because your people are stupid they can do the fucking math you know what i mean

00:31:21.020 so it devils your brand it puts your customers out of the door it ruins your cash flow and dude it's

00:31:27.260 all because you can't you can't build value with any other area of your product because

00:31:32.040 you're too stupid you know what i mean have you you read a lot have you ever read uh

00:31:37.980 robert cialdini's famous book on influence basically the scientifically okay well he's got

00:31:43.900 this great great story basically where he says he tells a story of this lady in colorado who had a

00:31:48.960 souvenir shop and she was trying to sell these souvenirs and they weren't selling real well well

00:31:53.780 she she left for the weekend and she told her assistant well listen just mark everything down by 50

00:31:58.340 she comes back and the assistant goofs and the assistant instead of marking everything down 50

00:32:05.060 she marked everything up 50 completely sold through all the inventory and his point is kind of what

00:32:11.480 you're saying is that you this whole concept of pricing to sell and discounting i'm gonna tell you

00:32:15.740 right now there's people there's people kind of crazy there's people that think both ways okay

00:32:20.020 there is people that that will buy shit only when it's on sale my dad is that way he's very frugal

00:32:25.480 he will only buy shit when it's cheap he wants a fucking deal but he grew up extremely poor like

00:32:31.400 extreme extremely poor you know what i mean one of 12 kids fucking poor shit all right i get why he's

00:32:40.160 like that he's actually changing now he's starting to understand that you know he's not gonna fucking

00:32:45.060 start a death right but some people are like that and i understand that and some people have to buy when

00:32:50.060 it's on sale because they can't afford to buy it otherwise and i understand that too okay but

00:32:56.140 most people are not like that most people can afford to buy the shit at your asking price okay and if

00:33:05.900 you just constantly give it away and give it away and give it away you're training people two things

00:33:10.860 one to wait for your sale and two that your brand's not that valuable and your product's not as good

00:33:15.080 as the price you ask and the third thing you're training them is this you're some kind of snake

00:33:19.240 oil weirdo who's like trying to manipulate them into buying people aren't fucking dumb right they

00:33:23.880 know they know there's margin and when they see you give away buy one get one free they're like well

00:33:28.240 he must be making money to do that and you may not be making money so they make it makes you look bad

00:33:32.600 even though you're not because you're too afraid to ask full price you know and what does that also

00:33:37.500 tell you it also tells you that you're not focused on building value you're not focused on solving the

00:33:42.640 problem in the best way possible okay if your product or service whatever it is you do solves

00:33:48.960 the problem over the top if it solves the problem in the best way possible better than any of your

00:33:54.840 competitors why would you not ask full price why would you not and and here's another thing a high

00:34:02.360 price isn't always a bad thing because there's always good better and best and if you're going to

00:34:07.960 try to be the best and you want to be the best do you not think that every single fucking person

00:34:12.780 understands that the best costs more tell me one thing in life tell me one one thing in life where

00:34:20.180 the best is also the cheapest would you walk into a rolex store and be like hey give me a discount

00:34:25.780 oh that's that's beside the point but discounts on lambos no name me one thing in life i can't where

00:34:32.480 the fucking best is also the cheapest yeah it doesn't fucking exist and it does that not make

00:34:37.880 logical sense in your mind i mean you're not you're not really a business guy right no totally

00:34:42.840 different area of of the world when you go to the store and you and you look at things now and i and

00:34:49.580 i know it's not always true okay and i understand it's always true but at your first glance before you

00:34:55.820 examine anything and you look at a product that's priced they're all similar products one's price five

00:35:00.840 one's price 10 one's price 20 which one do you think is the best in your mind oh the highest

00:35:06.420 price one no that's psychology everybody thinks that right okay now it might not always be true

00:35:11.620 you have to do some research but sometimes and most of the time it is true there's a reason why that

00:35:17.340 price because customers wouldn't companies wouldn't be able to stay in business charging a higher price

00:35:21.660 if the quality wasn't there you know what i mean they go out of business what kind of beans do you get

00:35:25.440 me yeah fuck i don't know you always say the most expensive oh yeah i don't know anything about

00:35:30.920 beans so so like dude when i go like when i go to the cans like dude it's just a i'm just wired this

00:35:36.580 way and a lot of people are when i look at canned beans let's say because like i'm gonna make some

00:35:41.740 fucking uh nacho dip right and i want to get some black beans there'll be like the one cent can the

00:35:48.340 five cent can the 50 cent can i'm buying a 50 fucking cent can you know why i don't know i don't it could be

00:35:53.840 the same thing off the same line but i feel better about buying it i'm like fuck yeah because that way

00:35:58.220 when the dip comes and it's it's out and it's great i'm like yeah i made that with the best

00:36:02.900 ingredients possible right yeah that's how i build my products no it makes by the way like when we

00:36:07.100 build our products at first form dude i go find the most expensive ingredients the highest fucking

00:36:12.440 price shit and the the best shit and that's how i build our products because well especially in our

00:36:17.200 area like dude people take our products to get a fucking result they're not taking a product because

00:36:21.480 they just want to take it people who take supplements want a result so why would you not

00:36:25.920 produce the products that produce the best possible result i don't understand why companies do this

00:36:30.540 remember the combo that sal had with our uh fish oil manufacturer no no okay well he was on the phone

00:36:36.720 with him and he's like this is our source for our fish oil and you know he's going over the list of

00:36:41.480 options and sounds like well dude let me ask you a question which one would you take and he's like

00:36:46.700 well it's it's a little bit expensive he goes i don't care which one would you take yeah no that's

00:36:51.240 how we source shit we find the best best best and you know what that that makes our products more

00:36:56.280 expensive people are like man andy how do you how do you build your company when all your competitors

00:37:01.160 are 30 percent cheaper than you well we're fucking 100 percent better you know what i mean

00:37:06.300 that's a great so say it again yeah you're 30 percent how expensive because you're 100 percent

00:37:11.760 better yeah i like it yeah well that's the truth you know what i mean like and that goes for not

00:37:16.780 just like half of our ingredients it goes for every fucking ingredient that we include in every

00:37:20.120 fucking product and dude that's why when people start using our products they stay using it that's

00:37:25.120 why when people start using our products they're the most expensive but we also can offer a hundred

00:37:30.140 and ten percent money back guarantee and we have a less than one half of one percent return rate

00:37:35.260 because the products do what the fuck they're supposed to do we're not in this to make money we're in

00:37:40.880 this to solve fucking problems and that's why we're successful what you're saying really reminds

00:37:45.380 me of a conversation i had with my dad when i was little i mean he was you know maybe upper middle

00:37:49.400 class we never made a lot of money but he was a salesman he sold of all things the big church organs

00:37:54.340 but i my dad used to love to dress to the teeth to go out on sales calls and in that context it made

00:38:00.300 sense because you're dealing with church people and they're all dressed up and formal but i i asked i

00:38:04.840 remember asking him one time well that's a different time too yeah and i remember asking one time i was

00:38:08.760 like dad man you get some expensive suits and i didn't remember until just now he goes son i can't

00:38:15.980 afford to wear a cheap suit exactly and you can't afford to use cheap fucking vitamins and supplements

00:38:20.740 either you're putting in all this dude explain this to me this is something i've never understood

00:38:25.040 about supplements the industry in a whole and and i know i'm right because the fucking numbers say so

00:38:29.800 in our business growth you're putting in all this work you're monitoring your diet perfectly

00:38:34.980 you're going to the gym you're fucking working your ass off you're doing hard as fuck cardio

00:38:39.560 and then you're going to go buy the cheapest supplements put them in your body right who

00:38:43.520 the fuck's going to do that yeah like dude people the only people are going to do that are people

00:38:47.000 that have to do that yeah everybody else is going to be like dude i'm putting in all this work i'm

00:38:51.460 doing all this hard shit that i don't normally have to do investing all of myself into this i want

00:38:55.440 the best fucking shit that's what we make yeah you know what i mean and people i talk to other

00:39:00.060 guys in the industry and they're like mind boggled about it and i'm like dude it's fucking

00:39:03.700 thinking through dude if you're in business right now and you're doing everything that you do

00:39:09.240 because your competitor does it you're never going to fucking win because here's the thing

00:39:13.420 when you look at your competitor and you say and let's say there's a successful competitor in town

00:39:19.180 and you're the little guy all right and they're the big guy this could go for brick and mortar it

00:39:23.720 could go for online use it use it how you got to use it the reference is still the same you have a

00:39:29.260 you have a market leader and you have the the wannabe okay and this is why there is market

00:39:34.600 leaders and why there's wannabes yeah the market leader who from the outside today let's say i

00:39:40.760 wanted to start a retail company online who's the market leader in online retail amazon everybody

00:39:45.260 knows that all right so i'm gonna go out and i'm gonna become the fucking the next amazon so i'm

00:39:51.220 gonna go out and i'm gonna build a website that does every single thing that they do and i know it's

00:39:56.080 impossible okay but let's just say it is possible i'm gonna go out and build a website that that has

00:40:01.420 every single product every single thing every single convenience factor could get you the product

00:40:06.380 the exact same you could do literally everything amazon can do okay and i'm gonna launch this site

00:40:12.080 do you know why it's not going to work because you would have you would almost have to offer things

00:40:20.480 on discount right no because what you're copying is their ideas from two three years ago what you're

00:40:28.480 seeing on the outside of a business is ideas it's concepts is discussions that started years ago

00:40:36.640 so by the time you copy it and put it into play they're already 50 steps ahead of you by default because

00:40:43.540 they're already having conversations about what's next this that the other that's why you're always

00:40:48.620 going to have market leader and market followers because market followers cannot innovate they cannot

00:40:53.180 think logically they do everything because everybody else does it i have a dude a dozen

00:40:58.160 companies in our industry that do every fucking thing that we do like the next year right they they

00:41:04.120 see what we do and then they do it and they think that's why we're successful and here we're already

00:41:08.240 moved past that you know what i mean and you can't afford to do that in business you have to

00:41:12.440 if that's how you're running a business you shouldn't be in business because you're going to have a

00:41:16.480 hard hard time you're never going to get above that i'm struggling stage because you're you're

00:41:21.580 you're selling and producing things that people have already been familiar with you see what i mean

00:41:26.720 yeah absolutely it's interesting i'm tying in all these so we've talked about leadership we talked

00:41:31.080 about uh you know sales we talked about how you price your product i mean all of it seems to

00:41:35.660 flow out of what you said at the very beginning which is valuing what you bring to the day

00:41:40.680 valuing your brand well yeah and the things that people do to undermine their brand podcast about

00:41:45.220 being a fraud yeah this all stems from that okay people inherently feel like they're a fraud

00:41:51.600 because they're so like my good friend ed my let will say they're addicted to how other people feel

00:41:57.340 about them they're addicted to what people perceive them as instead of being themselves so they feel

00:42:04.040 like a fraud like when they step out and they launch a website or launch a store or do something new

00:42:09.320 they don't feel qualified they don't feel good about what they do they don't feel confident about

00:42:14.220 their value because they're not okay they haven't earned the confidence they haven't learned how

00:42:20.820 to present value the proper way and when it comes down to it they don't have the backbone to look

00:42:26.320 somebody in the eye and say yes this is one of my products worth let me teach you something right now

00:42:31.520 your product whatever you sell whatever it is whether it's a service whether it's a fucking product

00:42:37.120 whether it's a nuclear weapon whether it's aspirin your product if you want to sell it

00:42:43.220 you better fucking realize this it's not for everybody because your whole entire mindset will

00:42:52.500 change when you accept that when you understand that you your product your message your brand who

00:42:58.900 you are what you're about everything that you offer isn't for everybody now you're free to do

00:43:05.980 what you need to do to be successful because when you're trying to appease everybody that's else

00:43:11.980 that's out there and trying to appeal to everybody what you're doing is basically you're taking what

00:43:18.240 this person likes and what that person likes and this person may not like what that person likes so

00:43:22.160 I'm going to do something in the middle and you're compromising your entire existence and when you

00:43:27.080 compromise products and business guess what they become they become fucking commodities nobody gives a

00:43:33.320 shit nobody pays attention because they don't make people pay attention because you're too afraid

00:43:38.760 to let people understand that your product may not be for this person or that person or this person

00:43:46.600 and when you're in business and you have no sales and you have no customers and you have no income

00:43:51.520 coming in that is a hard thing to fucking get wrapped around because imagine you not making any dollars

00:43:58.540 and then you establishing a product and then having somebody who you know your first customer

00:44:04.140 potential customer comes in and looks at your products i don't like that okay you understand

00:44:10.760 what i'm saying yeah you have no money coming in you have nothing going for you you're you gotta you

00:44:15.360 got bills to pay it's terrifying it's dude and it's it's it makes people take that product and

00:44:21.680 fucking throw it away and it might be great for the next 50 fucking people but they take their product

00:44:26.400 they throw it away they make it how that person wants and then then they wonder why they sell it

00:44:31.360 to that person but then the next 50 don't want it you know what i'm saying it's kind of like our first

00:44:35.840 product ignition i mean dude how many people even knew what the fuck post-workout carbs were yeah but

00:44:40.300 you knew it was the most important you know and it was a hard sell in the beginning well you know

00:44:44.680 look man anything that you do needs to be with the intention of finding that niche okay it needs to be

00:44:51.720 with the intention when i when i uh had randall on randall pitch on the fucking podcast i said to

00:44:57.540 him i said and you'll probably remember this i said hey dude i said you know what i like about you

00:45:02.220 is that you understand branding you understand that if you feel passionate about something if you believe

00:45:08.880 in something if you think something's cool that there will be enough people out there that also

00:45:14.080 resonate with that and that is the biggest mistake people make in business they don't do what

00:45:19.200 randall pitch is doing they they don't come from their heart they don't come from their passion

00:45:23.920 they don't come from a place of a problem they really want to solve and by the way he owns a

00:45:29.660 fashion brand what does he do he makes people feel cool that's a real problem feeling cool is a problem

00:45:35.060 we all like to feel cool so let's make motherfuckers feel cool right because i a lot of people say well

00:45:40.540 what problem am i solving i'm selling this well eventually if there's not a problem you don't have a

00:45:46.440 product right right but don't don't don't discount what people think is a problem seth godin says that

00:45:55.900 the thing that a lot of people don't believe that he said i guess a number of times but he can't he

00:46:00.720 can't get people to believe it is that you can make a million dollar a year business minimally on a

00:46:05.060 thousand people a thousand customers oh easily yeah and he says he's kind of to your point yeah you

00:46:10.900 need a thousand true fans yeah a thousand true fans yeah and dude that's i mean i can't think of

00:46:16.220 something that's that doesn't have that especially in today's day and age where you could have if if

00:46:20.540 your product i really can't think of something that wouldn't have a hundred times well as you've

00:46:24.240 always pointed out the whole butterfly for those who have listened for the last two years that you

00:46:28.280 could even monetize isn't it butterflies you're talking about yeah yeah you could even monetize

00:46:33.000 that's the example i use for passion right like dude let's say you're passionate about butterflies

00:46:37.380 right you think they're the coolest thing in the world and you're like man i can't make a

00:46:40.920 business out of butterflies bullshit you can't there's a lot of other nerds out there that think

00:46:45.020 butterflies are awesome right right so you go out and you create the butterfly instagram page and then

00:46:49.960 you start building these people who like your beautiful photographs of butterflies and then you

00:46:53.880 build a butterfly calendar and a butterfly app and butterfly t-shirts all right and you sell them to

00:46:58.600 these people and then you know after a while you know you're you're fucking you're the butterfly master

00:47:03.600 you know what i mean like it's it's it's not a hard concept to grasp people just don't have the

00:47:08.900 confidence to execute it yeah you know dude i know there's i know i push this too much but there's

00:47:13.260 so many analogies between business and and athletics and i oh dude like they're completely parallel well

00:47:19.520 like with the case where when you have a good shooter in basketball and they miss their first couple

00:47:23.200 shots what do you do as a coach you tell them i better not shoot anymore no you say no keep shooting

00:47:28.920 doing what you're shooting and that's what it seems like you're saying is like when people go in

00:47:32.060 business and they miss their first couple shots they're like well i must i must do i must you know

00:47:36.860 maybe i need it for me yeah i must be doing something wrong i must try something else right

00:47:40.680 no get up there and keep taking your shots and you're you know eventually that comes back to what

00:47:45.500 we said it comes back to people's connection with how people feel about them people don't

00:47:51.200 people don't want people to observe them feeling bad people don't want people to you know see

00:47:56.760 them trying something they're not good at dude the biggest the biggest killer of success is is people

00:48:02.980 not letting other people see them be bad at something because their egos are too fragile

00:48:07.780 you know it makes no sense like you've never done this thing before you've never practiced this thing

00:48:14.340 before you've never launched this thing before and you expect to be great at it but you know you're

00:48:19.760 not going to be great at it so you don't do it because your friends are gonna make fun of you on

00:48:23.780 friday night right it makes no sense right you know and dude that that's the biggest killer of

00:48:29.660 success monetarily financially and happiness too and fulfillment because dude if you're not fulfilling

00:48:34.680 what you truly feel like you are on the inside you're gonna be miserable your whole life dude i was

00:48:39.060 talking to this vocal coach once and uh i'm like so what's what's the biggest tip you could give

00:48:42.980 somebody he's like you're gonna have to learn to you know sound fucking bad yeah and in front of

00:48:48.480 people yeah right dude it's it's a big deal like and it comes back to the same things we talked

00:48:54.520 about this whole concept like it's very very hard to to develop and be good at anything you know if

00:49:00.720 you want to be a good leader and you're worried about how everybody's gonna take your fucking

00:49:03.440 criticism when you're telling the truth you and you quit giving it because of that you're gonna be

00:49:07.780 shitty you know i'm saying if you have a product and you're trying to make everybody happy with it

00:49:12.660 and you're afraid of that one guy who's gonna say he doesn't like it guess what you're not gonna

00:49:16.760 have a product that captures people's attention that's relevant you're gonna have another me too

00:49:20.960 product right you know a me too brand and you know what you're gonna be a me too you know it comes

00:49:26.540 down to personal branding too you know i'm giving a talk here in a couple weeks at gary's event uh his

00:49:31.740 agent 2021 event which is gonna be fucking cool um about personal branding and like i think the whole

00:49:38.540 event is because these realtors and agents and insurance agents and you know all these people use car

00:49:44.920 salesmen and car salesmen they don't know how to brand themselves to be experts you know i'm saying

00:49:48.900 they only they do the same shit every this is a great example of people who do the same exact shit

00:49:53.620 because everybody else does it look at any fucking realtor they got a fucking they got a stupid ass

00:49:58.160 glamour shots picture on their fucking business card right their website is their fucking face first of

00:50:03.460 all let me tell you something nobody fucking cares about your fucking business card face and your

00:50:07.280 glamour shots and the wrap on your card it says i'll sell your house no one fucking cares right you're

00:50:12.740 doing that shit has been done for 30 fucking years it's irrelevant it's you're driving around an ugly

00:50:19.180 fucking car with an ugly fucking wrap and it's fuck i mean dude you're thinking it's bringing you

00:50:23.820 business and if i i dude i love when i ask people like because i had a wrap on my car too but uh one

00:50:29.760 time but i didn't have my fucking face on it yeah but i and uh i had somebody ask me or i asked him i said

00:50:35.420 hey how much business you get oh you'd be surprised you you would be and i'm i know they're full of shit right

00:50:41.340 right and i'm just thinking in my head i'm like dude your ego is that fucking fragile that you're

00:50:45.820 not willing to make a mistake that you said you spent seven thousand dollars on this wrap with

00:50:49.040 your fucking face on it you know what i'm saying right every other motherfucker in town has that

00:50:53.440 fucking same wrap with that with a different face it's even the same color like the banners are almost

00:50:57.760 always the same color the color scheme is always the same don't even get me started those are the

00:51:02.140 biggest motherfucker play business people on the face of the earth there's out of every 1000 there's

00:51:07.040 one that makes a fucking killing right but everybody else wants to play business they want

00:51:11.580 to have a meeting they want to do this they want to do that and you know what it's about them that's

00:51:15.460 why they have trouble make it about the customer make it about finding them the right fucking place

00:51:20.300 to live making them making it about them making money on their situation etc etc etc etc and then display

00:51:26.820 how you do that in creative ways and build a personal brand around that now we're talking about

00:51:31.920 something else now we're talking about innovation now we're talking about a brand that can actually

00:51:36.380 you know stop people and have them take a look you know what i mean absolutely it's also it's also a

00:51:41.980 couple industries that really have no clue how to do content marketing like they think when they

00:51:46.520 think content no they stick their fucking face out there yeah they they put their face out there or

00:51:50.300 they're only addressing things that are very very specific to like selling a home or whatever

00:51:55.040 instead of just putting their personality about their dude putting out things that that

00:51:58.920 i'm let me tell you value you know a pet peeve of mine is ego marketing huge pet peeve of mine

00:52:05.480 like when people unnecessarily put their fucking face into advertisements and shit or they put their

00:52:10.740 kids into advertisements or they do this or that it drives me insane it's just wasted fucking money

00:52:15.900 and it's all to appease your own ego the reason these motherfuckers put a billboard up on on here on

00:52:20.720 the highway with their face on it is so their friends will say hey i saw joe i saw your face on the

00:52:25.540 billboard oh you know like they want to feel like the fucking man you know what the fucking man is

00:52:29.600 the man is the man with fucking millions of dollars hanging out his fucking asshole yeah when he takes

00:52:33.920 a shower it's clogging the fucking drain now you're taking a bath okay that's the fucking questions i

00:52:39.980 need answered yeah i don't care fucking make paint the mental picture but being the man and pretending

00:52:46.040 to be the man it's two different fucking things right you know what i mean recognition like dude

00:52:51.640 there's an old saying and it's fucking true too is that people will work for money but they'll

00:52:57.160 fucking kill for recognition and dude i've never understood that i've never be i've never understood

00:53:02.660 that like you're gonna fucking sell out the rest of the quality of your life for a fucking trophy or

00:53:07.820 an award the fuck out of here it makes no sense to me now granted i'm but dude it's true most people

00:53:13.360 do love the recognition i fucking i don't get it yeah what i was gonna say is you know not like for

00:53:20.120 example on like our uh company award banquet like it pisses me off when my name's not called

00:53:25.420 but that's different yeah that's different in our company dude everybody earns that shit right

00:53:29.440 that ain't no fucking bullshit yeah i'm way more money yeah well also our awards come with money so

00:53:34.280 yeah so you know it's not just like a fucking trophy that you stick in your room means nothing

00:53:40.140 but my point on this is this is like you know don't do shit just because it appeases your ego

00:53:47.020 do shit because it's going to help the customer right you know so many people ruin their companies

00:53:51.720 because they're doing like they think that business is supposed to be like this you know you walk in and

00:53:58.380 you have this nice desk and a nice office and you know your pictures on the desk of your family and

00:54:03.480 you know you sit at your desk and you do your work and people come in and they're impressed by your

00:54:08.420 you know your your rich collection of leather bound books and you know like dude like that's what people

00:54:16.180 think smells of rich mahogany yeah that's what people think business is dude people think that's

00:54:20.760 business business is not that business is solving the fucking problem in a way that makes customers

00:54:26.500 say holy shit that is the best that's the best interaction i've ever had in business and with

00:54:33.240 anybody and then they tell their friends that's what business is about right has nothing to do with

00:54:37.980 what you wear what you drive or your fucking office and shit like that no one gives a fuck

00:54:41.260 you know what i mean let me add this when i was getting my by the way i used to think that was

00:54:46.340 what business was too playing business yeah i thought it was too i thought you had to have

00:54:50.620 a great business card and you had to have your car wrapped and you had to have this and that and this

00:54:56.560 and you had to have a nice office or nobody would take you serious all right you had to wear a suit

00:55:00.640 nobody would take you serious you know what i mean right people don't give a fuck what about any of

00:55:04.780 that shit they care about themselves they care about what value you're going to bring how is your

00:55:09.380 product going to help them how is your service going to help them and this sounds so basic i

00:55:14.700 know a lot of people like shaking their head and thinking no shit well then why the fuck aren't you

00:55:18.040 doing it good question see what i'm saying yeah absolutely so when i was getting my ma in uh creative

00:55:24.580 writing uh i learned something in in one class that i think is it kind of reinforces a point that we

00:55:30.040 we've made that you sucked at writing what's that yeah that i suck at writing no but the point is is

00:55:34.800 that we were sitting around evaluating everybody's uh writing and it was interesting because my

00:55:40.400 professor made the distinction she said a lot of us didn't know how to critique the other person

00:55:45.180 because they would say like well i don't like this story um and she'd say it's not about whether you

00:55:50.520 like the story it's about whether it's a fundamentally good story so she was she was making the distinction

00:55:55.780 between something that's objectively good writing and a writing style that you just don't particularly care

00:56:01.240 for and and so like i think a lot of people they get those two things mixed up they their friends

00:56:08.280 and family they say well i don't i don't think your brand is really good i don't think that what

00:56:12.340 you're putting out there is really good and they need you need to be able to say to those people no

00:56:16.920 listen it is objectively good it's just not something you particularly care for you know what i mean

00:56:22.520 like there's a difference between the actual substance of a brand and the style and it's up to every

00:56:28.540 person to determine what the style of their brand's going to be you know and i think people get

00:56:33.200 really really they really really do get grant cardone's calling me here on his uh on his facetime

00:56:38.840 oh he's what's up dude you on the podcast yeah say hi to everybody what's going on killer uncle g

00:56:47.680 uncle g's right here on the phone unexpected guest i am right here live on the podcast brother what

00:56:53.080 are you doing that's right hey while i got you you got audio on this yeah yeah i can hear tell

00:57:01.240 tell people about 10x man 10x growth conference february 22nd 23rd and 24th but the dates don't

00:57:08.640 matter if you don't commit who's gonna be there time is an illusion brother hey man especially when

00:57:16.420 you got a g5 no shit you want to tell everybody what me and you talked about about this uh about

00:57:23.740 this uh is it is it is it losing or is it winning all right so the other day i i had i posted the

00:57:31.200 post of the hockey uh deal okay and a lot of people were pissed off about it so i text all my all my

00:57:37.000 baller buddies and i said hey who who wins is it somebody who loves to win or is it somebody who

00:57:43.080 hates to lose hates to lose you you think it's haste grant said he loves to win i love to win

00:57:48.400 you love to win yeah all right i said hate to lose all right and and and andy just so everybody

00:57:54.000 knows i mean my my the point the thing that i text you is look losing is in the past

00:57:58.500 if you lost it already happened that's true even the fear of loss would be something that

00:58:06.640 happened before right like you're not scared of a tiger uh you know because because because i never

00:58:14.740 got bit by a tiger i feel like the fear of losing though keeps you winning more often though dude i

00:58:23.180 think it's a great question i think here's what i think i don't think there's a right answer i just

00:58:27.120 think everybody feels a little bit more about i actually think it's an evolution i think that when

00:58:32.540 you're young and you have no sense of where you're going to end up and you're scared and you have

00:58:36.960 anxiety you know you feel one way about it and when you start to make money and gain some confidence

00:58:41.280 and have some success you start to feel a little bit differently you know grant and i are at different

00:58:45.060 points you know what i'm saying you're you're a few years down the road from me brother and you're

00:58:48.780 doing really well you know you probably haven't lost in a long long time oh that's bullshit dude i lose

00:58:55.160 all the time i lost this weekend what'd you lose at i mean i got this deal that that's been a problem

00:59:00.380 right it hadn't gone down the way i wanted to i lose constantly but that's not what keeps me in

00:59:04.960 the game it's it's when i won i remember the win i remember what it feels like i remember like uh the

00:59:11.020 payoff i remember that it pulls me forward and the losses just keep me stuck in the past so anytime i

00:59:17.200 want to move from a loss i start focusing on the wins that makes sense a good point andy andy as soon

00:59:24.520 as i got on that new gulf stream i bought i was already thinking about the next one bro yeah i

00:59:30.340 know that i know that's true you know and there was no loss involved in that in any way right so

00:59:35.540 look i i what's pulling me forward right now is the 10x growth conference in february because i'm

00:59:41.380 going to be spending time with a winner and that winner is andy frisilla my little nephew that's right

00:59:47.540 that's right dude we're gonna crush it man i i had somebody dm me yesterday and say hey is this

00:59:52.480 10x growth con really worth going to i'm like dude it's i've been involved in a lot of events

00:59:57.480 man a lot of events yeah there is no question it is by far the best and i'm not just saying this

01:00:02.580 because you're sitting here i've told everybody this is the best event the best entrepreneurial

01:00:07.120 success event that you will ever go to ever no matter who puts it on no matter if it's no matter

01:00:13.020 what it is the best there's no question we're sitting here mapping out the day right now and and

01:00:18.180 all the executives are in the room saying dude when people see what you're going to do for

01:00:22.440 them that's an unbelievable so hey i can't wait to see you bro call me later this afternoon all

01:00:27.300 right brother i'll call you when i'm done be great all right that was pretty cool that was cool and it

01:00:32.760 was good because i was making a point but not making it very very well dude so uh yeah uncle grant

01:00:38.280 comes because saves your ass yeah he did so he did so dude the best so grant so i this is actually

01:00:44.180 this is really cool i wanted to talk about this anyway so i think it's one of the most interesting

01:00:50.160 questions is how people are wired and why they think the way they are and grant okay i text everybody

01:00:57.100 i text gary i text grant i text fucking brad lee i text ed my lead i text lewis house i mean sean

01:01:02.900 whalen every everybody that i'm friends with who's who's uh you know a success-minded person and it was

01:01:09.900 funny because the answers were all over the board like grant said winning gary said gary said both

01:01:16.040 which is true and i said well pick one and he wouldn't but just because you know he posted the

01:01:22.900 screenshot of the conversation online it was funny that was great yeah but uh uh let's see

01:01:28.580 or ed said loves winning brad said hates losing lewis said hates losing um i'm a little surprised

01:01:38.140 tim grover said hates losing obviously i'm not surprised about that yeah i know i'm not surprised

01:01:43.600 about lewis he's a fucking competitor dude right but i would have thought that lewis is such a positive

01:01:47.580 person that he would look motivated everybody has both inside them yeah like right like just because

01:01:52.440 you hate to lose doesn't mean you don't love to win like i fucking love to win yeah but like i'm still

01:01:56.320 at a point like grant's at a point where he's so financially established that like literally his

01:02:02.360 whole fucking company could crumble today and he would live the exact same way for the rest of his life

01:02:07.460 i'm not that way yet like dude i've got to keep growing and keep growing and keep doing more

01:02:11.900 things because i like to spend a lot of money and i like shit so for me to be to live the kind of life

01:02:17.880 i want to live you know i've got to get more successful and and um you know i don't i'm not

01:02:23.760 hurting for money or anything i do whatever the fuck i want but loss losses and winning but for the next

01:02:27.300 70 years if i'm going to live that long i'd have a lot more money so uh we're in different places you

01:02:33.180 know what i'm saying but the answer is the answer is both my personal opinion my personal opinion

01:02:38.180 is that someone will fight way harder to lose what they have than to work equally as hard to

01:02:45.720 gain more to not lose what they have no to not lose what they have right people will work way

01:02:50.060 harder to not lose what they have than to work that equally as hard to gain more that's my personal

01:02:55.820 opinion that's how i feel about it yeah i don't i don't i don't see how anybody could argue that like

01:03:00.440 yeah but but you know that's but other people do like grant just made a great fucking point like he

01:03:07.720 and i believe he's being genuine we argued about it back and forth for probably like two hours

01:03:11.940 so well most people live off their wins way too long too yeah that's true fuck yeah dude they're

01:03:17.740 glory days yeah they're infected with that glory day mentality or if they get a promotion it's just

01:03:22.220 like oh okay well dude how many people have you seen here get a promotion and then go to shit

01:03:26.600 and they end up losing their job yeah dude it's just a people i don't know it's a weird thing

01:03:33.040 but i i'm always fascinated by that question so it could be an entire podcast i think we should

01:03:39.300 start asking every single guest that we have that question that would be a good question yeah yeah

01:03:43.680 but so uh we can just wrap that up i guess well that was that was smooth fucking smooth sorry

01:03:53.080 smooth operator down there yeah well you know appreciate the enthusiasm yeah so guys uh we

01:03:59.420 kind of went all over the place the main thing here is this you have to be aware how people perceive you

01:04:05.560 but you can't be like this shit where people are like i don't give a fuck what anybody thinks

01:04:10.120 bullshit everybody knows that's bullshit everybody you should care what other people think you should

01:04:16.340 be aware of what other people think but you shouldn't you shouldn't let what other people think

01:04:21.400 stop you from doing the right thing for you making the right growing the right skills making

01:04:27.860 the right criticisms making a great product running your business the right way and i don't think this

01:04:34.220 is a i don't think this is a fundamental problem of people don't have you know sometimes people don't

01:04:39.960 have the backbone i guess because i said that earlier but i think it's a fundamental problem not

01:04:44.080 understanding what business is about they don't understand that there's a niche market for you that's big

01:04:48.260 enough to support you and make you millions of fucking dollars you know what i mean and make

01:04:52.180 your team and everybody around you successful as well when you try to appease everybody you're going

01:04:59.040 to appease nobody and that's a very famous saying i don't know who said it but it's the truth and you

01:05:04.820 have to you have to stop if you're going to get ahead and i'd like you to do this in 2018 i'd like you

01:05:09.960 to work on being a leader okay because the three things that are going to get you paid in life is your

01:05:15.240 attention to detail your ability to sell and being a leader and attention to detail and ability to

01:05:21.160 sell are much easier to learn than being a leader all right so being a leader is two things setting

01:05:26.720 the setting the bar for performance all right being great setting a high standard and holding yourself

01:05:32.740 to that high standard consistently and then the second part is this holding other people accountable

01:05:37.680 and this is where people fuck up leadership okay don't be afraid to tell somebody they can do better

01:05:43.120 don't be afraid to coach somebody on their technique don't be afraid to pull other people up because

01:05:48.900 they will not resent you they will love you for it and if you want to get paid the way you get paid

01:05:54.840 is by bringing value to others and bringing value to others when you lead them and show them how to be

01:06:00.920 successful what more value what is more valuable than that what what could you do that would be more

01:06:06.520 valuable than to teach someone else how to fucking survive in this world and that comes from being a leader

01:06:12.460 so guys like we always ask if you enjoyed the podcast please tell a friend leave us a review okay and

01:06:21.460 we'll see you next time

REAL AF with Andy Frisella - January 09, 2018

What Is Really Holding You Back？, with Andy Frisella - MFCEO204

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