Meet The Data Nerd Who Made Billions from Batman, Dune & The Hangover
Summary
TLDRIn diesem umfassenden Skript wird die bewegliche Karriere eines steinigen Milliardärs, der seine Karriere von自助洗衣店 bis hin zu einer führenden Rolle in der Filmindustrie führt, nachgezeichnet. Der Milliardär, Thomas Tull, nutzt ein data-driven Moneyball-ähnliches Konzept, um erfolgreiche Filmproduktionen zu identifizieren und zu finanzieren, was zu einer bemerkenswerten Bilanz von Hits wie 'The Dark Knight' und 'Dune' führt. Er betont dabei die Notwendigkeit von größeren Budgets, Markenkennzeichen und internationaler Reichweite, um den Filmen kommerzielle Chancen zu geben. Darüber hinaus setzt er auf innovative Marketingstrategien, einschließlich der Verwendung von Datenanalysen und Biofeedback-Techniken, um die Reaktionen von Zuschauern auf Trailer zu messen und so die effektivsten Marketingkampagnen zu entwickeln. Der Skripteinsatz beleuchtet nicht nur Tulls unternehmerisches Genie und seine unkonventionellen Geschäftsmodelle, sondern auch die Macht von Datenanalysen und die Bedeutung des Zuhörens und Reagierens auf das Publikum, um ein erfolgreiches Unternehmen zu führen.
Takeaways
- 💡 Einnehmerisches Denken: Der Unternehmer nutzte seine Fähigkeit, Daten zu analysieren und Trends zu erkennen, um erfolgreiche Geschäftsmodelle in verschiedenen Branchen zu erschaffen.
- 📈 Datengetriebene Entscheidungen: Durch die Anwendung von 'Moneyball'-Strategien in der Filmindustrie und anderen Bereichen konnte er potenzielle Gewinnmaschinen identifizieren und investieren.
- 🎥 Filmindustrie-Innovation: Er gründete Legendary Entertainment und revolutionierte die Finanzierung von Filmen durch die Nutzung von Datenanalysen, um die Chancen auf kommerzielle Erfolge zu erhöhen.
- 💰 Verkäufe und Erträge: Er verkaufte Legendary Entertainment an den reichsten Mann Chinas für 3,5 Milliarden Dollar, was auf seine Fähigkeit hinweist, Unternehmen zu einem hohen Wert zu bringen.
- 🚀 Wachstum durch Akquisitionen: Er begann mit kleinen Geschäftsmodellen wie Waschsalons und Autowerkstätten und wuchs durch das Akquirieren und Zusammenlegen von Unternehmen in verschiedenen Branchen weiter.
- 🤝 Partnerschaften und Deals: Durch kluge Partnerschaften, wie die mit Warner Brothers, konnte er Ressourcen bündeln und sein Unternehmen schnell wachsen lassen.
- 🌐 Internationale Ausrichtung: Er konzentrierte sich darauf, Filme mit internationalem Appell zu erzeugen, insbesondere für den chinesischen Markt, um die Wahrscheinlichkeit eines großen Erfolgs zu erhöhen.
- 📊 Marketing und Analyse: Er investierte in die Analyse von Marketingdaten, um die Effektivität von Werbekampagnen zu optimieren und sicherzustellen, dass jede ausgegebene Dollar den größtmöglichen Rück-pay-out brachte.
- 🎉 Unterhaltungswert schaffen: Max Holloway's Kampf und seine Entscheidung, im letzten Moment des Kampfes mutig zu agieren, unterstreichen, wie Unterhaltung und Emotionalität die Zuschauer binden können.
- 📘 Wissenswerte Einblicke: Diskussionen über das Potenzial des 'Moneyball für X'-Ansatzes in verschiedenen Branchen zeigen, wie Datenanalysen dazu beitragen können, Neues zu schaffen und Traditionen zu umkehren.
Q & A
Was ist das Konzept hinter 'Billy of the Week'?
-Billy of the Week ist ein Konzept, bei dem ein erfolgreicher Geschäftsmann oder eine erfolgreiche Geschäftsidee jeden Monat gezeigt wird. Es ist ein Anlaufpunkt für Diskussionen über Innovationen und strategisches Denken in der Geschäftswelt.
Wie hat sich der in der Diskussion erwähnte Milliardär zu einem Legendenstatus entwickelt?
-Der Milliardär begann seine Karriere in Lomaten, wandte sich dann Auto-Reparaturwerkstätten zu, kaufte kleine Buchhaltungspraktiken auf und rollte sie zusammen, um schließlich 500 Standorte weltweit zu haben. Er nutzte Datenanalyse, um erfolgreiche Geschäftsmodelle zu entwickeln, ähnlich der 'Moneyball'-Strategie in der Baseballindustrie.
Was ist die 'Moneyball'-Strategie und wie wurde sie auf die Filmindustrie angewandt?
-Die 'Moneyball'-Strategie ist ein Ansatz, der auf der Verwendung von Datenanalyse zur Identifizierung unterbewerteter Vermögenswerte basiert. In der Filmindustrie wurde diese Strategie angewendet, indem man auf quantitative Datenanalysen setzte, um Entscheidungen über die Finanzierung und Produktion von Filmen zu treffen, anstatt auf die traditionellen Scouts und ihre Einschätzungen.
Wie wichtig ist die internationale Attraktivität von Filmen für die Filmfinanzierung?
-Die internationale Attraktivität ist sehr wichtig, insbesondere für den chinesischen Markt, der einen großen Teil des globalen Kinopublikums und -einnahmen ausmacht. Filme, die über einfache, universelle Appelle verfügen, die die Sprachbarrieren überwinden können, haben bessere Chancen, erfolgreich zu sein.
Was ist das 'Flywheel'-Modell, das im Zusammenhang mit der Verteidigungstechnologie erwähnt wurde?
-Das 'Flywheel'-Modell bezieht sich auf ein geschäftliches Konzept, bei dem ein Unternehmen in einer bestimmten Aktivität investiert, um eine positive Rückkopplung zu erzeugen und so die Wachstumsdynamik des Unternehmens zu erhöhen. Im Kontext der Verteidigungstechnologie kann dies bedeuten, dass das Unternehmen Lobbyarbeit leistet für höhere Verteidigungsausgaben, die dann die Verteidigungsunternehmen unterstützen, an denen das Unternehmen beteiligt ist.
Wie wichtig ist die persönliche Überzeugung und der Mut für Unternehmer, wenn es darum geht, neue Geschäftsmodelle zu erschaffen oder bestehende Branchen zu revolutionieren?
-Persönliche Überzeugung und Mut sind entscheidend für Unternehmer, da sie sie dazu bringen, an ihrer Vision zu glauben, selbst wenn sie von anderen als unrealistisch oder riskant angesehen werden. Dies ist besonders wichtig, wenn es darum geht, neue Wege zu ebnen oder traditionelle Branchen zu transformieren.
Was ist der Unterschied zwischen dem Verkauf eines Produkts, einer Lösung, eines Lebensstils, eines Gefühls und einer Identität?
-Der Verkauf eines Produkts konzentriert sich auf die Funktionalität. Eine Lösung befasst sich mit dem Lösen eines Problems. Ein Lebensstil richtet sich an die wünschenswerte Art und Weise, wie jemand leben möchte. Ein Gefühl bezieht sich auf die emotionale Reaktion oder das Erlebnis, das ein Produkt oder eine Marke auslöst. Schließlich verkauft man eine Identität, indem man jemandem etwas größeres als sich selbst anbietet – eine Zugehörigkeit zu einer Gruppe oder ein Sinngefühl.
Wie wichtig ist es für Unternehmen, ihre Kunden nicht nur als Konsumenten, sondern als Teil einer größeren Gemeinschaft oder Familie zu behandeln?
-Es ist sehr wichtig, da es zur Bildung von Loyalität, positiver Markenbotschaft und Kundenbindung beiträgt. Kunden, die sich als Teil einer Gemeinschaft fühlen, sind wahrscheinlicher, längerfristig treu zu bleiben und Empfehlungen an ihre eigenen Netzwerke weiterzugeben.
Was ist der Hauptunterschied zwischen traditioneller Marketing-Strategie und dem Ansatz, Gefühle und Identitäten zu verkaufen?
-Traditionelle Marketing-Strategien konzentrieren sich oft auf das Produkt oder die Lösung eines Problems. Im Gegensatz dazu betont der Ansatz, Gefühle und Identitäten zu verkaufen, die emotionale Verbindung zwischen der Marke und dem Kunden und wie diese das Selbstbild und die Wertschätzung des Kunden erhöht.
Wie kann das Konzept der 'holy [__] moment' von Dana White auf die Welt des Marketings übertragen werden?
-Das Konzept kann auf Marketing übertragen werden, indem Unternehmen darauf abzielen, ihre Kunden nicht nur mit Produkten oder Dienstleistungen, sondern mit unvergesslichen, emotionalen Erfahrungen zufriedenzustellen, die über die rein funktionalen Aspekte hinausgehen.
Was ist der Hauptfokus von 'Sam's List' und warum wurde es ins Leben gerufen?
-'Sam's List' ist ein Projekt, das darauf abzielt, eine Plattform für die Zusammenarbeit zwischen Personen, die einen Buchhalter suchen, und empfohlenen Buchhaltern zu schaffen. Es wurde ins Leben gerufen, nachdem Sam einen Bedarf an einer solchen Ressource identifiziert hatte, nachdem er selbst und andere auf Twitter nach einem guten Buchhalter gefragt hatten.
Outlines
😀 Entdeckung des versteckten Milliardärs
Der Sprecher erzählt von seiner Neugier, die durch einen Artikel in 'The Information' geweckt wurde, der über einen versteckten Milliardär aus Idaho berichtet. Dieser Mann begann seine Karriere in der Autoreparatur und wandelte sich schließlich in einen legendären Milliardär um, der die Filmbranche mit seiner 'Moneyball'-Strategie revolutionierte, indem er Datenanalyse einsetzte, um erfolgreiche Filmprojekte zu identifizieren und zu finanzieren.
📈 Die 'Moneyball'-Strategie im Filmgeschäft
Der Milliardär nutzte seine Data-Analyse-Fähigkeiten, um erfolgreiche Filme zu identifizieren und zu finanzieren, ähnlich der 'Moneyball'-Strategie in der Baseball-Branche. Er fokusierte auf kommerzielle Filme mit großem Publikum und graviertem Markenpotential. Er gründete Legendary Entertainment, die Filme wie 'The Dark Knight' und 'Dune' produzierte, und verkaufte das Unternehmen schließlich für 3,5 Milliarden Dollar an den reichsten Mann Chinas.
💰 Kapital und Partnerschaften für den Filmerfolg
Der Milliardär sammelte 500 Millionen Dollar und schloss eine Partnerschaft mit Warner Brothers ein, um 30 Filme gemeinsam zu finanzieren. Er baute ein Data-Team auf, das entscheiden sollte, welche Filme gefördert und betont werden sollten. Sein Ansatz war es, auf quantitative Datenanalyse zu setzen, anstatt auf die traditionellen, qualitativ-orientierten Scouts der Filmbranche.
🎬 Internationaler Erfolg durch vereinfachte Geschichten
Der Milliardär konzentrierte sich darauf, Filme mit internationalem Appell zu erschaffen, insbesondere für den chinesischen Markt. Er strebte danach, vereinfachte, aber gut ausgeführte Handlungsstränge zu haben, die die Sprachbarrieren überwinden konnten. Er schloss eine Partnerschaft mit China Film ab, um die Vermarktung seiner Filme in China zu sichern.
📊 Datengetriebene Marketingstrategien für Filme
Die Firma setzte auf eine data-getriebene Marketingstrategie, ähnlich der 'Moneyball'-Methode. Sie investierten erhebliche Mittel in Marketing und führten A/B-Tests durch, um die besten Trailerversionen zu finden. Sie nutzten biometrische Daten und Herzfrequenzmonitore, um die Reaktionen von Zuschauern auf Trailer zu messen und zu optimieren.
🌟 Persönliche Hinterlassenschaft und zukünftige Investitionen
Der Milliardär verriet sein Interesse an nachhaltiger Landwirtschaft und Technologie. Er kaufte Land, um fortgeschrittene Landwirtschaftsroboter auszuprobieren, und investierte in Defense-Tech-Unternehmen, nachdem er erkannt hatte, dass es nach modernster Ausrüstung für die Militärs ist. Er suchte nach Unternehmen, die nicht nur finanziellen Gewinn versprachen, sondern auch ethische Richtlinien, die seiner Überzeugung entsprachen, vertraten.
🚀 Überzeugung und Mut als Schlüssel zum Erfolg
Der Sprecher preist die Überzeugung und den Mut des Milliardärs, der trotz seiner Außenseiter-Position und mangelnden Erfahrung in der Filmbranche erfolgreich war. Er betont, wie wichtig es ist, an eigene Entscheidungen zu glauben, auch wenn andere dagegen sind, und wie rührend es ist, solchen Mut und Selbstvertrauen zu sehen.
🤓 'Moneyball für X'-Ansatz in verschiedenen Branchen
Der Sprecher reflektiert über die Anwendbarkeit der 'Moneyball für X'-Strategie in verschiedenen Branchen, die noch nicht datengetrieben sind. Er erwähnt, wie diese Methode bereits in Politik, Baseball, Finanzen und sogar im HVAC-Sektor erfolgreich eingesetzt wurde, um bessere Entscheidungen zu treffen.
🥊 Der Heldenmut von Max Holloway im UFC
Der Sprecher erzählt von einem atemberaubenden Moment in UFC 300, in dem Max Holloway gegen alle Wahrscheinlichkeiten ankämpfte und seinen Gegner mit einem Knockout in der letzten Sekunde besiegte. Dies führte zu einer Diskussion über die Bedeutung von Mut und Unterhaltungswert in Sport und Business.
💼 Verkauf von 'holy [__] moments' im Business
Der Sprecher zieht Parallelen zwischen dem Verkauf von 'holy [__] moments' in UFC und anderen Geschäftsbereichen. Er stellt fest, dass es nicht nur um das Verkaufen eines Produkts oder einer Lösung geht, sondern um das Verkaufen von Gefühlen, Lebensstil, Identität und Inspiration, was für die Kunden einen größeren Wert bietet.
📝 Sam's List - Ein neues Unterfangen im Bereich Buchhaltung
Der Sprecher teilt mit, dass er eine neue Plattform namens Sam's List lanciert hat, die es Menschen helfen soll, einen guten Buchhalter zu finden. Er beschreibt die Idee hinter dem Projekt, die Umsetzung und die ersten Erfahrungen mit Nutzern und Buchhaltern. Er diskutiert auch die Herausforderungen und die Pläne für die Zukunft.
🔍 Überlegungen zur Lead-Generierung und -Vermarktung
Der Sprecher reflektiert über das Potenzial und die Schwierigkeiten des Lead-Generierungs, insbesondere im Bereich der Buchhaltung. Er diskutiert verschiedene Ansätze und Strategien, wie zum Beispiel die Verwendung von Mikrosozialen Medien und die Bedeutung von Transparenz und Empfehlungen, um das Vertrauen von Nutzern zu gewinnen.
Mindmap
Keywords
💡Moneyball
💡Filmfinanzierung
💡Datenanalyse
💡IP (Intellectual Property)
💡Internationale Märkte
💡Privatunternehmen
💡Verteidigungstechnologie
💡Stealth-Milliardär
💡Blue Collar
💡Schnäppchenjäger
Highlights
The concept of 'Moneyball for movies' where data analysis is applied to the film industry to identify undervalued assets and construct a successful film portfolio.
The founder's transition from blue-collar jobs to private equity and his innovative approach to business, such as surge pricing in laundromats.
The creation of Legendary Entertainment and its focus on high-budget films with strong intellectual property, mainstream actors, and directors.
Partnering with Warner Brothers and co-financing movies with a data-driven approach to determine which films to bet on and how to market them.
The importance of international appeal, specifically in China, and creating content that transcends language barriers.
The use of biometric data and heart rate monitors to test audience reactions to different trailers and marketing materials.
The challenge of marketing movies as each film's campaign is akin to running a significant company with substantial budgets allocated for promotion.
The founder's shift into defense technology investments after recognizing a need for advanced weaponry and technology in the military through film production consultations.
The strategic approach of starting a defense company, lobbying for increased defense spending, and then benefiting from the contracts awarded to one's own companies.
The account of the founder's low-profile lifestyle and his preference for making great movies without succumbing to Hollywood's status symbols.
The intriguing story of how the founder accidentally entered the auto repair shop business based on the needs of his local community in Pittsburgh.
The founder's hands-on approach to learning about advanced farming robotics by buying farmland to test and implement new technologies.
The investment in gene-editing technology and the founder's pragmatic view on the public relations value of resurrecting the woolly mammoth.
The founder's commitment to backing smart scientists with good ethics in their pursuit of innovative technologies, even if it's for headline-grabbing projects.
The anecdote about the founder's cameo appearance in a Batman film and his partial ownership of the Pittsburgh Steelers, reflecting his diverse interests.
The discussion on the 'Moneyball for X' concept and its potential applications across various industries that are not data-driven.
The idea of creating an 'idea database' from the podcast for listeners to explore business concepts they are passionate about.
Transcripts
uh really here's here's the the hook
okay so this is my Billy of the week we
used to have a billy of the week theme
song I don't know if we still have we
should dig one up or get AI to make a
bil of the week jingle for
[Applause]
[Music]
us million dollars isn't cool you know
what's cool a billion
dollar okay so I let me tell you how I
got hooked on this I read this story in
the information and I don't really read
the information normally in fact I can't
read I don't buy the I don't pay for the
information but you like it gives you
the the preview and then it starts to
fade you're saying by the way the
information.com yeah and it and it fades
and it totally gets you hooked it gets
me hooked but I'm reading the fading
part and the as it's fading away there's
a line that just caught my attention it
goes it's like residents of the small
town in Idaho were complaining because
suddenly dozens if know like you know
dozens of private jets were suddenly
flying into this private airport and you
know like basically like armored
vehicles were showing up and they're
wondering what is going on they called
the mayor and like did something happen
and they're like oh it's just Thomas tll
who's that exactly who's that and then
it faded out I was like oh I have to ask
my friend who's got an information
account to Bootleg me a copy of this
story and so he did so this guy is I
think kind of a legend he is a stealthy
billionaire he starts off his career in
lrom mats shout out to Cody
Sanchez then shifts to auto repair shops
then shifts to uh buying small
accounting practices and does basically
a rollup and ends up with 500 worldwide
locations for his accounting thing that
he put He put it all under one Banner
like American Financial Services or some
[ __ ] like that and no like private
Equity background just like a blue
collar he had he had worked he he first
was Blue Collar then at some point he
gets I don't know he he did have a like
a stint in private Equity he learned a
little bit about the private Equity
business either as an internship or
something else um but I'm pretty sure he
quit college or just like was
Moonlighting while he's at College doing
the laundromat thing uh you know grows
up single mom uh you know doesn't have a
lot of money so he's he's basically like
I need to fill a need so he's like okay
I'll start with launder mats okay this
is not a very good business but like
gets me going and he's the whole time
he's kind of a data nerd so even with
the lrat business he um start starts
buying these washing machines that can
do surge pricing so it's like when
there's more demand the cost goes up
he's like why wouldn't it do that uh all
the rush comes in at one period of a
time that's why I need to make money and
so you know he's a little bit of a data
nerd and he ends up becoming famous
because he takes that same data
philosophy and he applies it to a
business that never had it which is the
movie business and so he does what's
called Moneyball for movies so the
Moneyball strategy that was famous for
uh in baseball to find undervalued
assets and to build a team construct a
team with like you know sort of the
using data as an edge rather than these
old school Scouts that are you know
spitting sunflower seeds and looking at
a prospect and being like I like his ass
you know like let's he's going to he's
got something
I always trust a guy with a big ass you
know like it's like what what are you
talking about
um you see he gets on base a lot like no
he's too fat never they'll never make it
they're like I don't know seems like got
some strong loins yeah or be like he's
got a strong jaw I think he's got star
potential it's like okay he'll be a
leader in the
clubhouse all right great and so
Moneyball was basically like forget that
side of thing the qualitative let's
focus on the quantitative so this guy
does that for movies and he creates
legendary ENT M which is the movie
production company the movie financing
company that financed and produced
movies like The Batman series so the
Dark Knight all that stuff Batman Begins
300 The Hangover on and on and on now
recently Dune um and so he builds this
thing up sells it for $3.5 billion do to
the richest man in China and um this
guy's just like fascinating so like the
whole journey from laundr mats auto
repair shops tax firms then has a dinner
with a guy who's like I think he's a
movie exec and he's complaining about
film financing and he's like how does it
work there and it was basically like the
old um you know the baseball scouting
thing like oh this actor um you know we
like this plot blah blah blah and he's
like do you guys do any like data
analysis and he's he realized like they
don't have the money ball side but they
also don't have just private equity and
he's like move the movie business is the
largest industry that doesn't really
have like a private Equity focused firm
and that's what I'm going to do I'm just
going to bring the capital I'm not going
to be the I'm not going to have the full
production system I'm not going to have
the distribution rights I'll just bring
the capital and so what he did was he
partnered with Warner Brothers so he he
to start this business he raises $500
million which he's like this is the
hardest thing I ever done was Raising
$500 million for this thing wow and he's
he goes in and he partners with Warner
Brothers he cuts a deal like we're gonna
co-finance 30 movies with you but here's
the deal we're gonna basically build up
a data team that's going to figure out
which movies we should bet on and which
ones we shouldn't um and more
importantly how we promote them so I
thought this was interesting because in
most of the articles I read about this
guy they're just like it's like the
handwavy thing it's like and then he
started legendary entertainment and
sells it for $4 billion like what how
did this guy with no background in the
movie business create this company how
did they produce these hits and like
what was he doing differently and do you
know what he was doing differently no no
keep going so so there was two or three
insights so the first Insight he had was
bigger is actually better so there's
this romantic idea in the movie business
about like Indie indie films and like
let's go back to Quality just like real
just genuine scripts and all this stuff
and he's like most of the movies that
fail are these like mid-market movies
that kind of cost like a medium amount
of money but they don't have like
guaranteed slam dunk people will watch
for this one reason like it's got this
superhero it's got this A-list actor
whatever and he's like they're making
the plot too complicated that it only
appeals to like an intellectual person
he's like we need to have movies that
have like Commercial Appeal it should
still be elevated like he did Inception
and he did Dark Knight like they're
still great movies but like Dark Knight
is still like Batman and Inception still
has Leonardo DiCaprio right so he's like
he's like yeah I'm gonna have some
things that I could take to the bank to
actually underwrite these films better
so that was the first thing was like
they need I need to go for bigger budget
films that um have like a headline
reason that people will have to go and
pay for to to go watch this movie so he
leaned heavily into IP so like license
IP um he also leaned heavily into like
mainstream actors and directors and he
did a a ton of great stuff Straight Out
of Compton the but Dune one and two
Inception uh The Hangover which was huge
Watchman Dark Knight just by the way
great movies still a hard business I
think they they only they've only ever
had two consecutive years of
profitability or something like that
like in the like 10-year run it's not
like every year just year after year
they were heading bangers but the movie
business it's a hit business so when
they hit they hit really big in those
years that they hit and other years they
might lose 50 or100 million but then
when they hit they hit 500 million or or
billion dollars of of net gain and so
you know anyway sells the business one
of his first movies was uh was Beerfest
you're telling me that wasn't a
hit yeah so uh you know the big thing
was they they they found Christopher
Nolan pretty ear like he turned out to
be like one of the best directors period
and like he was kind of unproven at the
time so you know it's not all not all
easy second thing he did though was he's
like China how do we make movies that
have international appeal specifically
appeal in China and he's like China's a
big market and there's like a lack
there's like a lot of demand there's not
a lot of supply of American films that
can cross over and so he's like we're
going to be International and that's
going to be one of our edges so he's
like all right I'm gonna I need a
simple-minded plot so I need a a it
could be well done but the plot needs to
be simple good guy bad guy right um he's
like for most of these I need something
that will transfer into China past the
language barrier and just have like
simple appeal like Batman uh has simple
appeal and so and then he partnered with
a Chinese company he did a joint venture
with China film which is like a
government own public State company for
films and he's like we're goingon to
bring the movies and we'll do a 50-50 JV
with you over there and so he cuts the
right deal there and it has the right
distribution there then so that was the
second good thing it did the third is
the data analysis the Moneyball side of
things so I didn't fully realize this
but in both video games and
movies you might if it says like you
know this movie had a $200 million
budget that's the that's the amount they
might have spent on um making the film
but then guess how much they'll spend on
marketing the film I have no idea
another 30%
more another 100% more 150% more so if
they spend 150 million on the movie
they'll spend another 150 million or 200
million on the marketing of the movie so
each movie each movie is like a like a
meaningful size company that lasts for 3
years well sometimes longer right if it
gets syndicated if it has like longterm
like gets going I mean the actual work
the the work of making it and marketing
I mean it's almost it's it's like a
presidential election same thing with
Grand Theft Auto they'll spend like $500
million marketing Grand Theft Grand
Theft Auto that's insane it's crazy
that's insane big video games the triaa
like video games they'll spend hundreds
of Millions on their Market um so
they'll usually like double the the
amount they spent on making the thing
and so you know what else spends that
much money on marketing every DDC brand
and what he realized in the same way
that like what DC Brands did was they
took the Moneyball approach and said hm
if uh practor and gambles just like
doing these like random like just
sponsor the Super Bowl and like let's
just take tide and then or let's take
you know um whatever Old Spice and we'll
just run funny TV commercials and like
is it working I don't know right the old
adage with TV commercials was um half my
budget does nothing and half performs
problem is I don't I don't know which
half and um you know that's how brand
adver in worked and then what happened
is that guys like Moyes came in and
built native deodorant and they're like
[ __ ] the Old Spice model I don't have
enough money to do TV anyways I have to
do the Moneyball approach I need
Performance Marketing where I can
measure every dollar and attribute every
single purchase to which ad I ran and
how much I spent on that ad and that
will tell me if I should do more of that
ad or less of that ad or tweak it and
then that's how he builds you know a
really fast growing deodorant company on
the back of Facebook and so what Thomas
did was the same thing with movie
marketing what's a direct response
version for a movie that's what these
guys do they run Facebook ads they run
YouTube ads they run to buy a ticket to
the movie to get yeah to get you to not
exactly like go online and buy the
ticket right away but to get you to be
like oh yeah I heard that movie's coming
out oh it looked good so they'll do [ __ ]
let me just tell you some of the [ __ ]
that they do so I thought this was
pretty cool they'll take trailers so
they're like the trailer is the ad
creative right the trailer is the thing
that needs to get you to say oh I want
to see that that movie looks really good
and so they'll do like AB test they'll
do like 50 versions of a trailer and
they'll do they'll take an audience of
you know they'll take a hundred people
they'll put them in a movie theater
they'll play the trailer and they have a
scanner on the seat in front of you
that'll take like a facial biometric
reading of you and they have they have
you wearing a a heart rate monitor and
they're trying to see like in a movie or
a trailer or or whatever yeah like
they're trying to see like do you react
and what part do you react to does your
heart rate Elevate does it Quicken now I
don't know if this is just PR by because
the guy who was talking about this was
their head of analytics um and they
basically poach this guy
so there's some guy that was he built a
sports analytics company in the
Moneyball era sold it and then he gets a
call from Thomas and says hey do you
want to do Moneyball for movies he's
like I'm in and so he became the head of
analytics and he's like we have a 50
person applied analytics team like
applied sciences team he goes that's 49
more than every other movie producer
he's like he's like we have like 50
Engineers data scientists like the all
of these people are like hardcore data
computer science engineering type folks
and he's like nobody else even has this
department he's like or at least they
didn't when when we started do you think
they make movies dep like you know how
sometimes when we create content we
think headline first or thumbnail first
or whatever do you think they think of
the trailer as what's a good movie that
could be an awesome trailer I think 100%
they do in fact one of the films that
flopped was this thing called The Great
Wall or something like that I I don't
know I never saw it but it's like they
did the joint venture with the CH uh the
Chinese company and they're like oh
let's let's make a American movie but
it's about the Great Wall it's like
imagine if the Great Wall was actually
built to keep aliens out and that's what
they discovered the purpose was
something like that Matt Damon's in it
and uh movie flops China didn't love it
America didn't love it it was like kind
of neither it was they tried to make
something for everybody it didn't work
it was something for nobody and what he
the analytics guy is like gonna die on
this hill he's like he's like I don't
know man the data showed that Matt Damon
was he's like we we were under indexed
on Matt Damon in China I was like I
don't even know what that means but he's
basically like the price for Matt Damon
versus the cache Matt Damon has with
that audience it was a good trade and
he's like no that was a good trade and
people like the movie flopped dude he's
like all right but that was right that
one part was right which insane and so
why does he have why is he showing up to
Idaho with armored vehicles so now he's
shifted into so he sells legendary uh to
the richest man in China and then he he
still owns I think like 10 or 20% um but
like you can't own 10 or 20% of a
Chinese company as an American like that
that's a big Chinese company and so he
they give him like Phantom stock so he
gets like only a profit share uh he
can't like own any equity in the thing
but now what he does is he took that
money and he's investing heavily in
defense Tech so he invested in anduril
he invested in some Shield AI like a
bunch of Defense Tech so that meeting
was basically a meeting of the minds of
entrepreneurs from Silicon Valley who
are building defense tech people from
Washington who are like you know the
lobbyist the the people that they Lobby
they know the whoever the Senators
Congressman whoever those people are and
um the generals and the defense
contractor like a meeting on the minds
of all those people and they were just
like you know probably get together and
be like China we got to we got to stop
these guys you know like and he's got
this flywheel right because the flywheel
is so amazing the flywheel is you start
a defense company you then Lobby and
Lobby for increased defense spending so
they increase defense spending which
goes to your companies right and so like
that flywheel of like whining and dining
Washington while then funding the
companies that will win the contracts is
just a very very lucrative model I'm not
saying he's doing it in any any
malicious or nefarious way not I don't
mean that at all I just mean it's very
it's interesting how that can work right
it's smart if that's your model which is
you you can actually influence the spend
through PR through whatnot so you'll see
like a guy like Joe Lonsdale and I think
he believes this by the way he's got
defense tech companies right he started
paler um he also started a company
called epis he's starting some like you
know underwater drone company like he's
starting a bunch of deep Tech defense
tech companies but then he also spends a
lot of time building relationships with
you know public officials and and those
folks and he'll go on CNBC and he'll be
like we got to stop Tik Tock and like I
I don't think he's doing it you know
just for his dollar I don't think that's
why he's doing it I think he's doing
them all from a sense of purpose like he
genuinely thinks that we shouldn't have
Tik Tock kind of brainwashing the
American like population while being
owned or controlled or the data siphoned
off to you know the CCP so like I think
he genuinely believes that but it also
happens to be a very strong flywheel
where if you could shift the public
perception or the government the
government's perception to increase the
funding in this that will also benefit
the companies that you started to serve
that that need dude and Thomas tol looks
like a movie villain if you Google and
and look at he has a cameo in Batman he
is actually uh like in the owner's box
you know that scene where Bane like
blows up the football stadium he's in
he's because he he owns a piece of the
pittsbur Steelers too so the team the
team playing in the movie is the
Steelers he's in the owner box he is a
partial owner and he gives himself a
little Cameo this guy looks like a
Steeler he he's huge he's like a big guy
a former college football player I think
this guy's impressive hey real quick you
know one of the cool Parts about what
we're doing is that people have reached
out and told me that they've built
actual million-dollar businesses made
their first million off an idea they
heard on the show that is crazy that's
wild that's why we want to do the show
and we want to see more of that one of
the questions we get asked over and over
again is is there some kind of idea
database or spreadsheet where we list
out all the different business ideas
that we've talked about well the answer
is finally yes to find Folks at HubSpot
have dug through the archive and pulled
out 50 plus business ideas and put them
into a business idea database it's
totally free you can click the link in
the description below and get the
database for you all right now back to
the show let me tell you a couple other
random things one he's like I don't live
in LA so he built a Hollywood company
without living in La he's like he's like
I he had a great line he's like I just
want to make great movies uh that people
love I don't want to figure out you know
like I don't want to make sure I have a
dinner table at spago tonight like he's
like I don't want the Hollywood status
stuff like I just want to make great
movies and so that's why I don't live
there I I just do my thing from far away
where's he based is is it Pittsburgh is
he based I'm not sure so at one point he
bought like 150 acres of farmland and
was like I'm gonna live off this land
he's like and what he did was he's like
I want to use this to learn all of the
advanced farming robotics companies and
we'll use this land to to try those and
he's like I want to learn the tech
and try to see if are rebuilding the
future of food and I want to be living
in a self- sustainable way and like I'm
going to try I'm going to try that for a
period I don't know how long he lives
there or if he does it full-time but
this guy's pretty fascinating man he um
I don't know he's just done a lot of
things in a lot of different places and
the through line for all of it was this
Like Money Ball for X which I thought
was pretty fascinating great fine this
was that was really good this guy's so
fascinating we should get this guy on
does he do interviews or is he really
he's pretty stealthy but he went on Lex
and he also went on far Street back in
the day and so I'd love to have him on
to talk CU you could tell he's like a
you know like he's a business guy he's
very like practical like he's just I
don't know he comes across very real I
watch some of his interviews he comes
across very very real very
straightforward he's like well I just I
just thought you know like I just
thought X like he like that's it like
and and then I just did it and he's like
well you know for example he invested in
the some company doing Gene Tech editing
and these guys like are trying to bring
back the woolly mammoth have you heard
about this yeah I mean I've read about
in headlines they're St there stated
mission is to bring back the willly
mammoth but I loved how we talked about
him because it was very real and he was
like which company what's that called I
don't remember their name like Colossus
I think colossal or Colossus something
like that okay and so he's like they're
like you invest in this company that's
bringing back the woolly mammoth right
it's like a very Buzzy thing to talk
about yeah and he's like well like he's
like look I thought they were doing
really interesting things with like
studying you know the genome and Gene
editing crisper he's like I think the
willly mammoth thing makes for great PR
like he's like he was basically just
like I don't give a [ __ ] about bringing
back the woolly mammoth I'm not doing
this as some like weird billionaire like
fetish thing that billionaires do and
they're just like oh I need to like you
know resurrect you know I need to summon
a god he's like the will thing is
interesting but it's like it's like a
headline he's like you know what I like
is that he's like I met these sign these
guys and they're really smart scientists
and I just thought these guys are so
smart I need to be around them and
they're going to do really interesting
things so I'll back them and if they
want to work on this will M thing okay
great he's like but I just think the
science they're doing is really
fascinating and he goes also I like
their ethics because he goes when I the
more I met with them it was clear that
okay these guys are in the top 0.1% of
intelligence but there's people like
that in China and all around the world
he's like but they don't all have the
same ethical code that these guys do
we're like they're going to use this for
good and they're not just going to like
be cloning random [ __ ] or editing things
like in a Pretty Reckless way and he's
like so I just thought it was good these
guys needed the backing because like I I
I [ __ ] with their moral code basically
and so I don't know I like this guy I
always find it almost romantic but like
very intoxicating when I read about
people who don't have uh a ton of
education but dominate a certain area so
for him the fact that I don't know what
entirely what his back around is so I
could be off here but it seems like he's
sort of a blue cery guy who kind of
kicked ass at at finance and deal making
and but he doesn't have that traditional
New York City you know big Bank
background he didn't buy auto repair
shops because he's like oh I can do a PE
roll up and get leverage and raise
prices and he was just like he's like
well I live in Pittsburgh and I lived in
a part of Pittsburgh a lot of money
people aren't buying new cars so it's
like you got a car if your car breaks
you don't you can't really buy a new car
so the auto shops were a good bet
because they were goingon to try to fix
it it's like uh if I can get like
another year out of this beater I'm
gonna do it so he's like I just realized
like Auto Repair is gonna like be a
thing here because that's what the
community needs that's how we discovered
the defense Tech stuff so he was like he
was doing movies and he's like oh dude I
want the like the fight scenes in the
military scenes to be realistic so he's
like let's bring in advisers from the
actual military to tell us like what is
the Weaponry what would what would be
cool what would be the The Cutting Ed
stuff that if we put in the movie that
would be interesting and he's talking to
them and he's kind of like damn they
really don't have like as much Cutting
Edge Tech as I thought like the Navy and
the Marines like they kind of wished
that they could do XYZ but they couldn't
and that's when he started funding more
defense Tech he's like sounds like
there's actually just a need for this um
and so like you know obviously you don't
know how much of this is like reverse PR
where you go back and you make up a nice
wholesome sounding story but I don't
know I I bought it which I I usually I'm
pretty skeptical about that stuff but I
bought it here I also like people so and
this is really easy to read about and to
think about but basically all right so
you explained his idea I'm going to do
Moneyball for movies and you think about
it and you go okay cool that I guess
that makes sense even at the time you
could be like that's neat that's
interesting but to have the courage to
in confidence to believe that you are
right even though you don't really know
too much about something you're a total
Outsider to have the courage to do it
and to go that big I find incredibly
intoxicating and inspirational because
you I mean how many people do you think
have told him like you have no idea
about this industry we've done it this
way for a hundred years what are you
talking about that's not how it's done
but just to be like look it makes sense
that it's this this and this and this
like Warren Buffett has that a lot of
great I mean anyone who's great
typically has that where it's like they
they believe in their own logic and
their own reasoning and they believe
that their decision is the right
decision even though most everyone is
like that's insane I have so much love
for people who are that courageous and
confident in their own decisions I think
that's very MB yeah conviction is
attractive um you know one of the things
that they talked about with the the
Moneyball thing it's like cool like you
can set you can read you can have an
analogy like Moneyball for movies and
then you sit down you're like cool so
what are we going to Moneyball like in
sports all of the data is public it's
all there everyone's stats are there
every is filmed on TV so even if you
didn't have a stat you could go back and
create it like what are you going to do
for the movies it's like not the same
thing and so what do you what are you
actually going to do and so one of the
things they did they were like the
analytics guy had a great statement he
goes I take this population of people
he's like on the left side of the bell
curve there's people who are never going
to watch the movie no matter what we do
we don't want to spend a dollar
marketing to them that's my goal with
that population is don't spend $1 dollar
on one impression for those people who
are never going to watch it's like then
you have the people that are going to
watch no matter what I also don't want
to spend a dollar on them like they just
they are Dune Fanatics they got a dune
poster in their in their in their
bedroom they grew up watching the
reading the books they're going to watch
doe no matter what I do so then there's
the people in the middle and the people
in the middle they're like our swing
voters
and they might watch it and I need to
figure out then I start slicing and
dicing that audience and I figure out
this mom is going to watch because she
loves that actor and this guy's going to
watch because he loves a badass action
scene so we need two different trailers
that we're going to run in Social ads at
each of those he's like and then we need
a data set that tells us who actually
goes to the movies and like basically
need a map between the the email
addresses that we're advertising to and
the email addresses that are used that
to buy tickets and we need to create
these clusters and try to figure out
like what's actually converting movie
folks weren't doing this I guess not not
in a serious way I don't know maybe
maybe there's other producers that are
like you know like kicking the wall
right now being like God damn it we all
do this like that's not special I don't
know I don't know the business well
enough these guys told the story best
better than anybody else so seems to
have
worked this is awesome I mean the track
record's also there too right like they
had they just like I mean they built a
really big thing in a really small
amount of time coming in as a complete
Outsider so you know that's pretty
pretty impressive this guy's fascinating
I want to learn more about this guy yeah
he's cool one one other point on this
it's interesting to think about where
else Moneyball for X could be
implemented so I don't know if you've
read about Obama's data team or well
I've read about Trump's uh Trump's i'
I've read a lot about trumps and it is
getting into election season coming up
uh and I hate it because they they get I
get so many texts and emails I mean they
are intense about their marketing and I
know that Jared Kushner kind of hired a
bunch of tech guys and they crushed it
even before Trump Obama raised something
like a billion and a half dollars and
they spent most of that I would imagine
on marketing uh I mean what these what
the politicians do in basically a year
and a half it's pretty phenomenal in
terms of like deploying money for
marketing and they're Savage about it
dude the presidential election is a
marketing contest between two agencies
and they each get to pick their their
front man and then they run a marketing
Blitz and they spend 500 million to a
billion dollars marketing over the
course mons and and like that's it so it
got two pres the last two presidents
elected was the money ball for X they
used it in politics it helped the Red
Sox win the World Series uh you know
worked in baseball it built tons of DC
Brands the Moneyball approach also is
you know in finance with all the quants
Quant funds or hedge funds that are
using using this or Renaissance um so
it's pretty interesting to see how you
can use Moneyball in a in a IND any
industry that is still like not data
first so not data driven and if you
asked you know how do you guys make
decisions and it's basically some
version of gut uh gut eyeball you know
taste uh there's probably a Moneyball
like variant there I know a guy who uh
is doing it in with HVAC he has an HVAC
business doing like 150 million a year
in revenue and he tells me constantly
all the data stuff that they're doing
and he's like no one people don't do
this uh in our industry no one is doing
this where uh it's as simple as you know
we're looking at the data of what can we
send and how many emails can we send to
get more Google reviews but they just
like Chang their their data is it's like
they're running it like a tech company a
little bit where they have a small data
analytics team and he says that very
rarely is anyone else in the HVAC
industry doing something like
this dude uh Sam I gotta ask you I
already know the answer to this question
but I gotta ask you did you watch UFC
300 on Saturday the full five hours or
six hours yeah set the whole time it was
amazing did you make like a seven layer
nacho dip and just sit there for seven
hours watching it I I watched the entire
thing I think it started at 6 o'clock
and it ended at 1 o'cl my time so I want
to talk about it because a we're both
UFC fans uh and it was amazing but B
there's actually a great business CEO
lesson in it that I want to I want to go
to but first can we just explain for for
anybody what Max Holloway did because I
think the max Holloway thing alone if
you don't even watch the fights you need
to know that this happened well let's
explain UFC 300 so UFC's been around
since the '90s uh they've done thousands
of events but the major events they
number them UFC 1 2 3 4 5 this past
weekend was UFC 300 typically what they
do is a card has five main fights and
then before the five main fights there's
10 prelims which are no-name fights that
up are up up incomers this time they
didn't have they had 15 fights but all
of them were famous great people and so
it created like 5 hours of epic fight
cards right yeah it was crazy and um one
of the fights was for a madeup title
called the bad mother effer belt the BMF
title and it was two guys who are
popular but they're currently not at the
tippy top of their thing so one guy this
guy's name is Max Holloway and he's
fighting this guy Justin gatei and
they're fighting and Justin G is a big
favorite coming into the fight people
think he's going to win Max Holloway has
kind of gotten he's he's kind of looks
like he's on the back end of his prime
or maybe on the decline a little bit and
um so two things happen One Max H starts
to win okay that itself was cool
remarkable but nothing compared to what
happened at the end so the guy the way
UFC fight works is five rounds let's say
and basically what happens is if you're
winning you each round gets scored if
you're winning each of the rounds you
have it locked up so what happens is
let's say you are winning three rounds
to two or four rounds to one your corner
tells you hey you're way ahead just play
it safe just the only way this other guy
can win is if he knocks you out don't
you just play it smart right that's n
times out of 10 however this is fighting
entertainment and some Fighters
understand that and some Fighters don't
Max Holloway understands that so what he
did was he wins all five rounds so he's
not even up 32 four one he wins all five
rounds and at the end of the fifth round
he's basically broken this guy's nose
he's got this guy kind of uh batter and
bruis the only thing this one guy can do
and this guy's a power puncher the only
thing this guy can do is knock him out
Max Holloway decides in the last 10
seconds where most guys kind of just
circle around raise their hands try to
tell the judges they won he points to
the middle of the Ring it points down
and he's like stand right here neither
one of us backs down and just let's
swing as hard as we can and try to knock
each other out for the last 10 seconds
now this sounds very Savage what this
actually just say is incredibly
courageous and brave and entertaining
and Reckless and stupid all at the same
time rolled into one and they both start
just swinging absolute Haymakers at each
other and then he and the last second of
the fight knocks the other guy out cold
I feel like I can't even do it justice
if you if you watch the fight you
already know what happened if you don't
want you probably don't care about this
but it was remarkable to watch it was
probably the best UFC moment I've ever
seen maybe for sure top for sure top
three probably number one and I would
actually say it was one of the best
moments in sports that I've ever
seen exactly it was like I felt so much
adrenaline watching this I was like it
was in the middle of the night my baby
was sleeping and I yelled like as loud
as I could I was in awe it was so
adrenaline inducing it was amazing it
would be like in basketball if LeBron
James was about to win the NBA finals
and normally they're just trying to hold
the ball you know stall let the clock
run out and instead he handed the ball
to his opponent said no come here you
have the ball come to the middle of the
Court everybody get off the court
oneon-one right now for the game for the
championship for the glory and uh and
then somehow also if he risked getting
knocked out in the process uh so pretty
insane moment Mark Zer by the way was
sitting Ringside at every fighter would
run up to him and start pointing at him
and talking to him it was awesome it was
so exciting by the way don't you think
that Zuck should lean in more to this I
feel like this is the best PR that Mark
zucker's ever had is his own his own um
you know heel turn into becoming a
fighter being at the UFC Court uh
ringside hanging out there and all the
fighters really loving going into the
tough man sport right basically and he
looked cool he looked cool he had like a
little afro and he had a white T-shirt
on like baggy white he looked like a
cool guy he did yeah he has like the
oversized tea now he got like he like
went on Tik Tok shops and bought like
the oversized tea from some like
18-year-old who was doing a dance video
and his wife looked cool too this it's
called mob Chic what she was wearing it
was like all black she looked cool they
both looked cool Google that I I Google
it I read a Business Insider article I
learned that word mob Chic so you know
what he should do by the way this is a
little PR lesson for him I think think
that um he should create his own
Zuckerberg bonus so he should have the
Zuck like idea the Zuck 500 and he just
gives 500,000 to whoever had the most
badass performance so it should have
just been like Max Hollow it's like
whoever just really put it all on the
line win or lose doesn't matter somebody
who showed the most heart like the
underdog bonus and because these guys
don't get paid and Zuck has all of the
money so if he just did that for every
pay-per-view I feel like that would be
its own storyline he'd get so much good
that you literally real Gladiator stuff
you couldn't buy it yeah um by the way
the singer Saia CIA she does this for
Survivor so the winner of Survivor wins
a million dollars and C is a super fan
of Survivor and she just called into the
reunion one time and was like Hey I just
love that guy he didn't even come close
to winning but I want to give him 50
Grand and so it became the the sea bonus
of like whoever won her heart gets like
extra money at the end it's it's pretty
genius dude that's so funny that's
awesome um all right and so Max Max
knocks out the guy what happens what
what what's the business angle here the
press conference at the end is is always
entertaining Dana White is a very
unfiltered guy Dana please come on the
Pod he goes on the press conference and
somebody asks him they were like Dana
you know on a night like this UFC 300
you try to build a car but after that
it's out of your hands you know then
it's up to the fighters and like how
happy are you that it just turned out
that way like such a moment um and such
a great great overall night and Dana
goes you know people ask me what I do
for a living I don't he's like I don't
organize fights I sell holy [ __ ] moments
and tonight I sold a I sold millions of
holy [ __ ] moments basically he's like I
sold a holy [ __ ] moment to millions of
people and I thought it's a great little
lesson which is what are you really
selling what are you really selling in
your business is he selling a mixed
martial arts contests is he selling an
event is he sell he says I'm selling
holy [ __ ] moments and I thought about
this and I you know marketers for a long
time have known this which is there's
levels to marketing and I want to give
you my five levels to marketing based on
the Dana White principle of selling holy
[ __ ] moments okay you ready for
this level one you sell a product and
this is every shitty startup website you
go to it and it just says we are a um
Healthcare CRM using AI they're just
describing some product and it's not
compelling because I don't give a [ __ ]
about your product I give a [ __ ] about
myself and uh your product is some
abstract you know we're a
blockchainbased um you know web 3 arcade
sidescroller it's like what uh you know
and if you go to most product websites
to be honest they're just selling a
product that's level one this is what
failing companies do okay um level two
level two is you don't sell a product
you sell a
solution and this is effective but it's
competitive this is um like Head and
Shoulders Head and Shoulders says hey
you're retire having that dandruff on
your shoulder use Head and Shoulders it
gets rid of the dandruff okay so selling
a solution to a paino and this is where
I would say okay if 50% of companies
just do sell a product another 45% are
going to sell the solution to a pain
Point okay now we get into the
championship rounds where we're going to
have more interesting ways of doing
things so the next one level three you
sell a
lifestyle this is Lululemon this is
slack so if you've ever if you don't
believe me go read the Stuart
Butterfield who's the CEO of slack go
read his post called we don't sell
Saddles here and I'll spoil it for you
which is he says imagine you're a saddle
company you make saddles we could just
describe the product the Saddles we
could describe some solution like oh
your butt won't be sore on our saddle or
we could sell the lifestyle the joy of
horseback riding and get people to want
to be on Horseback to feel free to have
the wind blowing through their hair you
make that lifestyle aspirational and
then when they're like I got to do that
now they're super motivated and they say
well what do I need you're like well you
need a saddle and ours are the best and
so he says that this is how the yoga
companies Lululemon and whatnot this is
how they got popular too is they didn't
say here we have the best yoga pants
which was a small Market of people
looking for yoga pants they got people
into the idea of doing yoga and once you
get into doing yoga and the benefits of
yoga you're going to want to invest in
buying better gear as you go and L lemon
will say well we have the best gear and
so you this is how you create a category
or you just want to make your your ass
look dope but the lifestyle of being a
big booty queen and if that's a
lifestyle you want to be a part
of we are the pants for you yeah yeah
the MFM merch store will soon have uh
soon have fat margin bottoms and the
real bottom
lines that's pretty good all right and
four and five four is where I thought we
stop there's actually five but four is
where I thought we stopped this is the
Dana White level you sell a feeling and
I'll tell you that that line that
somebody told me once I hired this
consultant and I was talking about my
content I did the lamest thing I hired a
consultant for my personal brand just to
know what do these guys know I didn't
ever end up implementing really anything
but I did take away this one thing he
said he goes I go you've worked with all
the big names you've worked with uh you
know who I don't want to out him I guess
but he he's works with a bunch of big
names I said what do they do differently
than what I'm doing and he goes you make
content they give out a feeling I said
what he goes as any content creator you
are The Merchant of feelings you g if
you give someone a feeling more
consistently and more powerfully than
anybody else that's What Makes You box
office and I was like man I love using
the word box office that's great and um
this is what Dana White was saying right
we sell holy [ __ ] moments we give you
that feeling that you can't really get
anywhere else like in your life can you
really get like there's a reason you
love UFC my buddy Julian Shapiro loves
the UFC like none other like and he's
like I can't watch other sports he's
like I can't watch TV or movies if UFC
has ruined it for me well Dana White
said something amazing he goes he goes
think about this you're at the you're at
the Super Bowl It's the final down it's
the greatest moment in in Sp in NFL
history and a fight breaks out a few
rows down from you what are you GNA do
you're gonna stop you're gonna stop
watching football and you're going to go
and pay attention to the fight that's
what people do and that's the business
that I'm in that's why I knew this was
going to be the greatest sport ever
exactly and so the greatest Brands let's
say uh Disney Disney's amazing at this
Disney doesn't say come to our theme
park um we have the fastest rides or we
have the shortest Lines no they they
tell you about the magical family
experience right this is going to be a
lifetime memory for you um this is going
to give your kids a magical feeling a
magical moment all of their movies are
the same way right you watch a Pixar
movie because it's going to give you
this feel-good moment right that's the
and they give you feel-good moments more
consistently than anybody else um so the
breast bar do this Louis vuon Louis
Vuitton gives you a feeling of status of
importance UFC gives you the holy [ __ ]
feeling Nike gives you a feeling that
you know uh of the feeling of greatness
when they advertise their shoes they
don't advertise the rubber shoes they
basically show you someone's striving
for greatness and it's that inspiration
that motivation that they sell okay so
now level five level five I realized is
the highest one you didn't sell a
product you didn't sell a solution you
didn't sell a lifestyle you didn't sell
a you sell an identity and this is what
the religions do this is what political
parties do they basically give you a a
tribe they give you a label they give
you a purpose uh they give you a sense
of belonging it's almost like buying a a
Subway franchise they're like here wear
this uniform put this logo up here's the
packaging here's a here's a portrait of
bread put that on your wall you now have
an identity we gave you a brand for you
to have because you didn't have one on
your own we gave you a purpose we gave
you something to do it's an identity in
a box
I think that is the highest level of
what um of what you can do is you you
sell an identity to people first of all
very good I'm this you've you this was a
really good monologue you tied in some
of my favorite stuff congratulations
second of all were you just watching the
UFC taking notes on this stuff and just
like no I heard him say that in the I
heard him say that in the press
conference and I go that's exactly what
he does that's why I watch because I
can't get that holy [ __ ] feeling from
anything what else is as real as that
and once you know the the stories of the
fighters right that's really what works
right if you're personally invested and
you understand the stakes you understand
what's in it for each
guy there's like you know it's it's
pretty hard to compare that to really
any of sport maybe boxing is is the
other one uh no boxing doesn't even come
close to what these guys do like they're
they're in A League of Their Own in
terms of giving me a feeling like I wore
I wore a heart rate monitor one time to
see what would happen cuz I I noticed
going into the fight I was so anxious
because I was so emotional invested my
heart rate went up like 20 beats per
minute like before this fight like it it
was insane I get so into this that I
find myself like tired the next day it's
one of the very few times that I felt
this in sports it's the best I feel a
little bit in the Olympics because I get
into that but no I mean what he has done
and what the UFC has done in terms of uh
what did you say selling emotions it's
the best I mean if you go go look at the
old cigarette ads if you want to see
this so if you go look at old cigarette
ad obviously not selling the product
they're not selling a solution to a pain
point they're not saying a hey your
lungs need a little more tar in them you
know like they're not doing that um they
it's all about a feeling and an identity
right so they're giving you a feeling of
uh of Greater you know self-importance a
cool self-image right so all of the
marketing around cigarettes was a cool
self-image it's a cool guy and in his
cool moment he takes out the Sig and he
lights it up or the woman doing the same
thing the go watch the desis commercial
right the most interesting man in the
world sitting in a bar surrounded by
women but not paying them any attention
looking at you dead in the camera making
eye contact he's a man's man he's done
this he's done that he's done this and
when he drinks beer he Dr do dois right
it's he trying to give you a a cool
self-image that's what a lot of luxury
products and a lot of commodity products
have to do and so once you realize that
you're like oh and I love this because
in our world the tech world the business
world most people are like absolute
rookie white belts at real marketing and
um and like even the best inclass is
just saying sell a solution to a paino
just tell the benefit not the feature
and that's like level two and they just
stopped there nobody really goes beyond
that and um and so I like taking what is
what does the best-in class look like
when it comes to like you know marketing
and brand and and and actually doing
something that gets people to to move
and take action um and you know how do I
bring that into our world because then
then you're you know you have an unfair
advantage and it's not always around
violent so if you're listening to this
and you don't know anything about the
UFC go to YouTube and type in UFC Rose
I'm the best one of the best uh moments
from UFC is also this young woman named
Rose Nunes and she's about to fight and
she clearly is scared and you see her
Ming to herself I'm the best I'm the
best I'm the best and I remember
distinctly where I was she looks like
your little sister and the person across
the ring from her looks like the
Terminator and so you could you can just
put yourself in in that person's shoes
oh man they're about to fight somebody
who's clearly just bigger stronger
faster everything and she's mouthing to
herself I'm the best to kind of like
it's like she's walking into the lion's
den and she's got to believe this
otherwise she doesn't stand a chance and
she knocks her out she knocks her out in
the first round or something like that
and it was one of the it was another
great sporting moment so the two other
moments first of all there was two
Chinese women fighting uh which is uh
the first time that's ever happened uh
for the championship and one of the
ladies chokes out another woman and she
goes unconscious right when the bell
rings so she they're able to keep
fighting she doesn't really wake up
until she gets punched again on the
second round which was like just epic
and then the third thing that happened
was in the last fight Alex Pereira gets
kicked in the gro the ref goes to stop
it he waves him off and then 10 seconds
later knocks out the other guy it was
just full of badass moments where this
whole thing it was just it was epic it
was an epic event and by the way to just
tie this principal back by the way um I
did this with the podcast so I was like
what is what are we really selling here
on the podcast is it ideas do people
show up because they want a business
idea that's kind of lame like sure it's
fun to hear ideas fun to talk about
ideas but if you're really like you know
what to be successful I'm going to go to
this YouTube channel and find a business
idea that these random guys are gonna
say Allah like that's like honestly
that's a bad plan like it might happen
but don't don't do it for that reason um
and the same reason like you know we
might talk about the UFC or something
else like that's probably not the most
effective thing for to do every day so
it's not our product it's not a pain
point so what one thing that I figured
out was like I and when I talked to a
bunch of people and I I tweeted this out
I go what is this what is something you
remember and what's the reason you
actually listen to the Pod regularly
like what what keep keeps you hooked and
the number one word that kept coming up
was oh man I feel so inspired after I
listen and they're like not in a Cheesy
way but they're like literally if I'm
driving and I'm listening I sometimes
will pull over because I'm I got to
write something down right you guys said
one phrase that really stuck with me and
that was like oh that's going to be an
unlock for me either personally or in my
marketing or whatever or it's I heard
about this idea I'm not going to go do
that idea but I'm inspired by that idea
or you tell the story of some Billy of
the week some guy who's really crushed
it or some business that's under the
radar that's crushing it and all of a
sudden I feel like you know success is
abundant I'm inspired to go go make my
[ __ ] happen I'm not going to do what
they did but I'm gonna go make my [ __ ]
happen and so we sell inspiration that's
the first thing we actually sell one
secondary thing which is have you ever
seen that Meme of the kid eating cereal
next to his TV box it's like three
there's three friends on the TV box and
he's just like cozied up next to it it's
like me and my four friends but it's
just like oh that's awesome one's a
photo and it's basically like
companionship and and people have posted
before like this is me when I listen to
podcasts it's like kind of like you're
hanging out with your friends except for
they're not there but it feels that way
um and so that's the other thing is like
for a lot of people who listen what what
I learned was that even more than the
the inspiration the ones that are super
sticky it's companionship it's basically
my real life friends aren't as nerdy
about business business as I am or I
live in the middle of nowhere Iowa or
I'm in Biz or I'm in you know wherever
and I don't know six other people that I
can hang out with twice a week and just
nerd out about business with and so you
guys are basically my substitute for
what I what I don't have or don't have
the time for in my my day-to-day life
this was an a A+ segment good job I dig
that let me tell you uh let me tell you
let me tell you about something so I I
launched something a couple weeks ago or
uh a week ago and I think there's only a
30% chance of it working but I thought I
could like reveal some of the numbers
behind it so I launched this thing
called Sam's list it's samslist doco did
you see when I when I shared that online
the other day yeah I did all right so
let me explain the background so I was
at the airport in January and I had just
gotten an email from my accountant and
it pissed me off that they didn't catch
an air that they I thought they should
have caught it or caught and so I
tweeted out who has an accountant that
they love I got about 300 responses and
I noticed that tons of people were
bookmarking that tweet as if they're
going to come back and hire an
accountant which was on the tweet and so
I thought you know I think I could make
a thing out of this and so I hired a
developer who works on Bubble do you
know what bubble is have you ever used
bubble yeah the website builder yeah man
it's awesome it's like a whole app
builder and so we built this website
where we got it was basically I wanted
to create like a Yelp for accountants uh
like a place where you can identify an
accountant that's good based off of your
friends and I thought like this could be
a good idea because when you hire an
accountant you don't really have a place
to see reviews you mostly hear about an
accountant through word of mouth and if
you hire the wrong accountant it's
basically like a year that you have to
stay with them before you find out that
they kind of stink so I was like all
right I'm going to create this thing
it's called Sam's list we're going to
build this out it's going to be awesome
I spent about $15,000 to build it out
and so here's what I did I got 300
replies to that tweet I called all of
them so I got most of them on the phone
or some of them via email and I asked
them all types of questions I asked them
how much do they charge who the perfect
client is who's the not perfect client
what services are their Specialties
things like that as if I was going to
hire them I think you had told me one
time when you went to hire an account
and you created like your own data room
and you like sent it to people and
you're like yeah who can handle this
best well I I kind of did like a thing
like that I put them all on this website
on Sam's list and I it took me a few
weeks to get it going and then I shared
it and I want this thing to work I don't
think it's going to why are you saying
that is that like some weird humble like
are you just doing some reverse thing
where it's like if only the community
would rally and you like what are you
doing here is this reverse psychology
it's not reverse psychology I'll explain
why this will be hard to work and so
here was here here was my math my math
was basically if I can get 500,000
people a month to come to this website
3% of them would answer the or would
contact an accountant somehow I could
charge the accountants $100 per person I
sent to them per lead that I sent to
them and if that were the case that
would be something like $1.5 million a
month in sales I figured that would take
years to get to but like if I could get
to that that's like an interesting thing
well I shared it online in the first
week I got 13,000 visits we made this
really cool quiz where you could like
say like how much revenue you have do
you want this for your business or
personal whatever and then we would
recommend three or four accountants that
you like or that could fit your needs we
had 6,000 people answer the quiz um and
we also created this feature where you
could schedule a meeting right there on
the website with that with those
accountants that we referred you to very
few people scheduled appointments and
very few people even submitted their
information to the accountants what's
very few so we had 6,000 people take the
quiz in one week I think we had like a
100 or 200 people like submit
information to the account and but
that's not the issue the issue isn't the
user the issue is accountants are not
clamoring for these leads like like my
big learning was that there's a massive
and this is for someone can go and solve
this problem there's a massive shortage
of accountants there's not a uh shortage
of people looking for an accountant
there's a huge shortage of people who
are becoming accountants not only that
the people who are accountants they
don't really want to like grow their
business to be that large um and I
thought that they'd be dying to get more
customers they're really not which
shocked me that was like a really big
shocker and when I launched this
business I basically copied or I didn't
copy I use have you ever heard of
smartasset.com
um no so smartasset.com I bet you've
seen them if you've Googled like what's
California's taxes or California tax
calculator well the reason why they have
all that stuff is they're actually doing
well I'm doing what they're doing but
they're doing what what I'm doing for uh
CFA so certified financial planners um
or advisers and what they do is you take
this quiz and they tell you all like you
answer these questions about you know
how old you are if you're retired if
you're not retired what you're trying to
do with your money are you trying to
invest it or just live off it whatever
and then they recommend like three or
four people who might fit your needs but
what I found on that website is if you
click around they have to tell you how
much they're paying per person per lead
and so they actually say if a person has
between a million and five million
assets this adviser is paying $700 per
lead if it's over 5 million they're
paying uh 250 to or it gives you like a
range per like uh per cost per lead per
net worth and it like tells you all like
how they do their business I thought I
could just replicate it turns out CPAs
aren't like dying for business and so
the it's the exact opposite they're
actually overwhelmed with business um
and so that's why I don't think this is
actually going to make a lot of money uh
I think you're wrong I think there's a
need for this I think that it will do
well I also think you know that and I
think you're no I don't I'm to I think
you're playing us just G to put it out
there I'm G to shut it down on May
30th no I went Trump on you for a second
that was good if it doesn't work if I
I'm losing money right now on this if it
doesn't start working by May 30th I'm
shutting it down like I'm not going to
invest more money on it dog just give it
to me I'll make this work this is so
easy uh you're just being impatient and
it's going to fail because you're you
have a much better business that you're
busy with called Hampton and uh you
should focus on that that's why this is
going to fail and that's why this is a
bad idea but otherwise it's a good idea
let me point out a couple of the product
details that I like and I'm tell you
some of the things that you should do
differently so we can screen share this
all right I love when I go to the site
and it pops up the uh so I go to the
site and it pops up and it basically
like normally where there's an email pop
up but it's like no email no BS know
something like let's go I was like okay
already I think you should just actually
call that out a little more and be like
you know we want to help you we don't
need your email address and then just
have a button that says thank God and
then you know they thank God it takes
them down the funnel you I love this
part that you did where you you WR read
this first and you wrote I have this
many Twitter followers I asked if they
have a CPA account if they that they
love then I called all them I asked them
how much they charge blah blah blah why
would I do this because I'm a nerd and I
needed an accountant I thought well how
about I make this useful for others blah
blah blah that's great I love how you do
that I love how you put everybody's
Twitter profile attached to their name
nice touch uh like your name here every
accountant you can go see their Twitter
which for our Market is actually a good
idea you know most people
for us it's cool um you should put the
prices on the front thing because I
think that's like makes it a lot more
value add to the person coming in it's
like oh good these people already went
and found what the rates are for these
and you also said like I asked them who
their sweet spot customer is and blah
blah blah like what I can't tell is like
you know when um you know when you go to
cars and bids and Doug deorro has the
Doug speech bubble and Doug's like
here's what I think
um I think you kind of need to lean into
that I agree that's a good idea I don't
trust reviews I trust review and I
really just trust you and so the
question is like can you you know not
just call them but call like you know 10
of their clients and be like tell me
everything and then end up with one
speech bubble that's Sam saying talk to
them talk to their clients here's
roughly what they charge and like you
know this is like you know people are
screaming endorsing or they're like yeah
it's pretty good and like you know so I
think they're solid and they seem to
specifically help out this type of
customer I think that would make it
better I think that's a good idea the
reason why we haven't I haven't done
that yet is I would have to hire someone
to help me call those people and I was
like I need to figure out does this
thing even make money in the first place
in order to like justify all this work
the dreams baby if you build it they
will come did you see uh so a few things
the design I liked our design I just
ripped it off it's we made it looked
like old Microsoft and then the image is
I just copied clippy you remember clippy
from Microsoft
Words this because it doesn't make any
sense it's Ai and on the calculator face
it's only four digits it's a two it's a
five it's a nine and a q
uh yeah putting the Q in as the last
letter is the AI knows something we
don't yeah and so uh anyway I I thought
I'd fill people in on this I I think I
it's hard I don't want to be in the
business of selling leads to small
accountants and having like hundreds and
hundreds of different clients paying me
versus is I think in order to make this
work you actually what you do is you get
someone's information and then in order
to do lead gen you usually only have a
small amount of very large companies who
pay you a large sum per month for a
certain amount of leads versus one off
you know what I mean um so I'm still
trying to figure this [ __ ] out but uh
we'll see if it works
out all right uh you got anything else
are we done no I'm uh you did great you
that was good two two
bangers that's what I'm tell my wife
when I go downstairs how is the Pod
double Banger double
Banger um all right that's the pod
[Music]
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