5 Genius Business Tactics Turning Broke Authors Into Millionaires

Summary

In this engaging discussion, the host delves into the diverse revenue streams authors leverage beyond book sales. Highlighting figures like Ryan Holiday, who earns more from his 'Daily Stoic' newsletter and merchandise than his literary works, the conversation uncovers creative business models. It showcases James Patterson's collaborative approach to writing, producing a high volume of books, and explores the success of self-published authors like Hugh Howey, who achieved significant sales leveraging community engagement and strategic marketing.

Takeaways

• 📚 Ryan Holiday, a renowned author, has made more money from his daily newsletter 'Daily Stoic' and associated merchandise than from book sales alone.
• 🗝️ The 'coin thing' refers to Holiday's strategy of selling coins with inspirational Latin inscriptions, which have a high profit margin and no returns or size issues, contributing significantly to his earnings.
• 📈 James Patterson, a highly prolific author, has sold around 500 million copies of his books and has employed a team of co-authors to help produce an average of seven books a year.
• 📘 Patterson's approach involves creating a brand around his name, with co-authors writing under his guidance, resulting in a substantial income of around $800 million.
• 🎪 The Stratemeyer Syndicate was a company that created series like Nancy Drew and The Hardy Boys, attributing all works to a single author to maintain a consistent brand.
• 🤑 Authors are exploring alternative revenue streams beyond traditional book sales, such as merchandise, newsletters, and coins, which can be more profitable.
• 💼 Jack Carr, a former Navy SEAL, has capitalized on his brand by naming products in his books and selling related gear through his website, leveraging affiliate marketing and his own products.
• 🦌 Steve Rinella transformed his book 'American Buffalo' into the MeatEater brand, which includes a website, podcast, and various outdoor products, achieving $100 million in revenue.
• 🚀 The story of Hugh Howey, the author of 'Wool', illustrates the power of self-publishing and community building, as he sold film rights and gained significant success without a traditional publisher.
• 💡 The script highlights the idea that authors can 'productize' their work and create additional income streams through strategic branding and leveraging their audience's trust.

Q & A

Who is Ryan Holiday and what is his connection to the story?

Ryan Holiday is an author known for his works on stoicism. He is mentioned in the script as someone the speaker recently hung out with and who has appeared on the speaker's podcast. He is relevant to the story as he exemplifies an author who has found success in generating income through means other than just book sales, such as his 'Daily Stoic' newsletter and associated merchandise.

What is the 'Daily Stoic' and how does it contribute to Ryan Holiday's income?

The 'Daily Stoic' is a daily newsletter created by Ryan Holiday. It is a property that has allowed him to earn more money than he does from selling his books. The newsletter includes content related to stoicism and also sells coins, merchandise, and advertisements, which collectively have become a significant source of his income.

What is the significance of the coin mentioned in the script in relation to Ryan Holiday's business strategy?

The coin is a physical product that Ryan Holiday sells as part of his business strategy. It is significant because it represents a non-traditional way for an author to generate income. The coin is inscribed with Latin phrases related to stoicism and has become a popular item, contributing to Ryan Holiday's financial success outside of book sales.

Who is James Patterson and what is unique about his approach to writing and publishing books?

James Patterson is a highly successful author known for his thriller novels. What is unique about his approach is that he has adopted a model similar to the Stratemeyer Syndicate, where he collaborates with co-authors to produce a high volume of books under his name. This method has allowed him to publish an average of seven books a year and has contributed to his immense success and wealth.

How has James Patterson's method of working with co-authors impacted his productivity and income?

James Patterson's method of working with co-authors has significantly increased his productivity, allowing him to release a large number of books each year. This high volume of publications, along with the popularity of his work, has greatly increased his income, making him one of the wealthiest authors in the industry.

What is the 'Stratmeyer Syndicate' and how did it influence the approach to children's book publishing in the 1930s?

The 'Stratmeyer Syndicate' was a company established in the 1930s that focused on publishing children's books. It was unique in that it created a series of books under the same author name, but was actually written by various authors following a set of guidelines. This approach allowed for a high volume of books to be produced and contributed to the popularity of series like Nancy Drew and The Hardy Boys.

What is the business model that Steve Ranella, the founder of 'MeatEater', has successfully adopted?

Steve Ranella has successfully adopted a content-to-commerce business model. Starting with his book 'American Buffalo', he created the 'MeatEater' brand which includes a website, podcasts, recipe books, and a variety of outdoor and hunting-related products. This model has allowed him to generate significant revenue beyond just book sales.

How has Steve Ranella leveraged his 'MeatEater' brand to expand into different business areas?

Steve Ranella has leveraged the 'MeatEater' brand to expand into various business areas by purchasing and integrating other brands under the 'MeatEater' umbrella. This includes a duck call business and a clothing line, which have collectively contributed to the brand's revenue of over 100 million dollars.

What is the significance of the 'Wool' series by Hugh Howey in the context of self-publishing success stories?

The 'Wool' series by Hugh Howey is significant as it represents a major success story in self-publishing. After an initial struggle to sell his work, Howey found success by pricing his book at 99 cents, engaging with his readers, and leveraging platforms like Goodreads and Reddit. His approach to community building and fan engagement helped him sell half a million copies and secure a film deal, showcasing the potential of self-publishing.

What strategies did Hugh Howey employ to promote his 'Wool' series and build a dedicated reader base?

Hugh Howey employed several strategies to promote his 'Wool' series, including pricing the initial book at 99 cents to attract readers, engaging with fans on platforms like Goodreads and Reddit, encouraging fan fiction and fan art, and making his super fans beta readers for his upcoming books. These strategies helped him build a dedicated reader base and increase his sales significantly.

Outlines

00:00

📚 Ryan Holiday's Diversified Revenue Streams

The host discusses an encounter with author Ryan Holiday, who mentioned that authors often earn more from speaking engagements than book sales. Ryan Holiday has notably made significant income from his 'Daily Stoic' newsletter, selling coins and merchandise, which has outperformed his book sales. The host expresses a desire to explore alternative income methods for authors beyond traditional book publishing.

05:01

🤑 James Patterson's Thriller Empire

The host delves into the success of James Patterson, a prolific author known for his thriller novels. Patterson has adopted an unorthodox approach to writing, utilizing a team of co-authors to produce a high volume of books annually. This strategy has led to remarkable sales figures, with Patterson's name becoming a brand synonymous with bestsellers. His business acumen, honed during his advertising career, has translated into a substantial fortune, with earnings estimated at around $800 million.

10:02

🎙️ Jack Carr's Branded Military Fiction

The host talks about Jack Carr, a former Navy SEAL who has gained popularity with his military-themed novels. Carr's books are known for their detailed product placements, which he leverages on his website to sell related merchandise and gear. This approach has created a unique brand around his books, offering readers a chance to engage with the lifestyle portrayed in his stories through affiliate marketing and direct sales.

15:04

🦌 Steve Rinella's Outdoor Empire

Steve Rinella, a journalist and outdoor enthusiast, is highlighted for his journey from writing about foraging and hunting to building a substantial outdoor lifestyle brand. His 'Meat Eater' brand has expanded into various businesses, including a podcast, books, and even a clothing line, culminating in a successful e-commerce platform. Rinella's ability to transition from content creation to commerce has resulted in significant revenue, with projections suggesting substantial growth in the future.

20:05

🚀 Hugh Howey's Self-Publishing Success

The host narrates the inspiring story of Hugh Howey, who rose from obscurity to become a prominent self-published author. Despite initial struggles, Howey's commitment to his craft led to the creation of the 'Wool' series, which gained a loyal following and commercial success. His innovative marketing tactics, such as engaging with fans and leveraging social media, played a crucial role in his books' popularity, ultimately leading to substantial earnings and recognition in the literary world.

25:06

💡 Andrew Wilkinson's Networking Mastery

The conversation concludes with an admiration for Andrew Wilkinson's networking prowess and his ability to transform connections into lucrative business opportunities. Wilkinson's ventures, such as collaborating with experts like James Clear on apps and with Huberman on a beverage line, exemplify his knack for identifying potential partners and creating mutually beneficial enterprises. His strategies for fostering relationships, including the use of his design agency as a currency for opening doors, set a new precedent for entrepreneurial networking.

Keywords

💡Ryan Holiday

Ryan Holiday is an author known for his works on stoicism. In the script, he is mentioned for his success in generating income not only from book sales but also from ventures like the 'Daily Stoic' newsletter, which includes merchandise and advertisements. His approach to making money as an author is part of the broader theme of the video, which explores alternative revenue streams for authors.

💡Daily Stoic

The 'Daily Stoic' is a newsletter created by Ryan Holiday. It serves as an example in the script of how authors can diversify their income beyond book sales by selling related products like coins, merchandise, and advertisements. The 'Daily Stoic' has reportedly generated more revenue for Holiday than his book sales alone.

💡Stoicism

Stoicism is a philosophy that focuses on virtue and reason, and it is the thematic focus of Ryan Holiday's work. In the script, stoicism is the core of Holiday's brand, which he has leveraged to create content and products that resonate with his audience, such as the 'Daily Stoic' newsletter and coins with Latin inscriptions.

💡James Patterson

James Patterson is a prolific author mentioned in the script for his unique approach to writing and publishing books. Known for his high volume of output and collaborative writing method, Patterson has become a brand in the publishing industry, often co-authoring books with others. His strategy exemplifies the video's theme of authors finding success outside traditional book sales.

💡Co-authors

In the context of the script, co-authors are writers who collaborate with James Patterson on books that are published under his name. This method has allowed Patterson to increase his output and capitalize on his brand, which is a key point in the discussion about authors finding innovative ways to generate income.

💡Product Placement

Product placement in the script refers to the intentional inclusion of specific brands or products within creative works, such as books. Jack Carr, a former Navy SEAL and author, is highlighted for his use of product placement as a way to generate additional income through affiliate marketing and his own product sales, which ties into the video's theme of alternative revenue for authors.

💡Affiliate Links

Affiliate links are a form of monetization mentioned in the script where authors, like Jack Carr, can earn commissions by promoting products and including these links in their content. This method allows authors to generate income from their audience's purchases, showcasing another way authors can earn beyond traditional book sales.

💡MeatEater

MeatEater is a brand and website created by Steven Rinella, an author and outdoor enthusiast. The script discusses how Rinella expanded his brand beyond writing to include a variety of products and media, ultimately generating significant revenue. MeatEater serves as an example of an author creating a lifestyle brand that goes beyond book sales.

💡Content to Commerce

Content to Commerce is a business model discussed in the script, where media companies or individuals with strong content creation capabilities transition to selling products related to their content. This model is exemplified by MeatEater's success and represents a shift from traditional content monetization to direct-to-consumer sales.

💡Habit-Forming App

A habit-forming app, as mentioned in the script in relation to James Clear, is a type of application designed to encourage users to form or break habits. The concept is tied to the video's theme as it represents an innovative way for authors to extend their influence and generate income beyond book publishing.

💡Self-Publishing

Self-publishing is a method of publishing where authors, like Hugh Howey in the script, retain control over their work and distribution. Howey's success with his book 'Wool' demonstrates the potential for authors to find significant audiences and revenue without traditional publishing deals, aligning with the video's exploration of alternative income streams.

Highlights

Ryan Holiday, a successful author, earns more money from speaking engagements and his daily newsletter 'The Daily Stoic' than from book sales.

The Daily Stoic newsletter includes merchandise and advertisements, contributing to its profitability.

Ryan Holiday's 'The Daily Stoic' newsletter has sold coins with Latin inscriptions, capitalizing on the stoicism theme.

James Patterson, a renowned author, has sold 500 million copies of his books and has a unique business model involving co-authors.

Patterson's approach to writing involves a team of co-authors, which allows him to produce a high volume of books annually.

The Stratemeyer Syndicate, founded in the 1930s, created popular children's book series like Nancy Drew and The Hardy Boys.

Stratemeyer Syndicate operated by having multiple authors write under one name, ensuring a consistent style and brand.

Jack Carr, a former Navy SEAL, has written successful books that heavily feature product placements, tying into his website's affiliate marketing.

Carr's website, JackCarr.com, sells gear and merchandise related to the products mentioned in his books, creating an additional revenue stream.

Steve Rinella, the founder of MeatEater, has transformed his love for the outdoors into a multi-million dollar business.

MeatEater started as a podcast and grew into a comprehensive outdoor lifestyle brand with its own products.

Rinella's business acumen and the MeatEater brand have led to significant revenue from both content and commerce.

Eric Jorgenson authored 'The Almanack', a compilation of Naval Ravikant's tweets, and has potentially made millions from it.

Jorgenson's approach to curating existing content into a book format and giving away the e-book for free has proven lucrative.

Hugh Howey's self-published book 'Wool' gained massive success through community engagement and strategic marketing on platforms like Reddit.

Howey's story illustrates the potential of self-publishing and leveraging fan engagement to achieve bestseller status.

James Clear's launch of a habit-tracking app in partnership with Andrew Wilkinson demonstrates the trend of content creators expanding into apps.

Andrew Wilkinson's strategy of partnering with experts to create apps and products based on their content is a new model for monetization.

Transcripts

all right we're live Sean I've got a

little bit a few actually stories but it

starts with a person I hung out with out

the other day you know Ryan holiday

right the author Ryan holiday of course

he came on the Pod he's awesome I was

hanging out with him the other day and

he said something actually to me in

person but he previously said this on

the podcast that we I think he's been on

twice he said something about how he

actually made a funny comment he's like

most most authors say they make more

money through speaking than they do

actually selling their books those

people they just didn't sell a lot of

books

[Laughter]

[Music]

however uh Ryan has sold a ton of books

we know that for sure but he also

mentioned to me that his other things

like the daily stoic which is his daily

newsletter so Ryan holiday wrote a book

on stoicism he's written six or seven

now at this point but he has his other

property it's a daily newsletter called

daily stoic where they sell coins and

merch and advertisements he has told me

that that has made more money for him

than selling books like which is crazy

because that's what he's known as as an

author and so what I wanted to talk to

you about today was I went down this

huge Rabbit Hole where I found ways that

authors are making money other than just

like writing a book well you got you got

to tell the coin thing because the coin

thing is the perfect simple example of

this I don't know what he confirmed

exactly but explain the coin thing

because I think it's the perfect simple

example an author making money not off

their book but a lot of money in some

other way Ryan holiday's whole shtick is

stoicism it's a philosophy that is

fairly useful and it's just like how to

deal with hardship in your daily life

and for some reason he decided to come

up with a coin and it's a coin that in

Latin it says like you're going to die

or like today's one of your last days

alive or something like that like some

like inspirational thing but it's in

Latin so I'm not exactly sure what it

says and a coin is a great product to

sell because it costs 25 bucks to sell

it costs like like a dollar to make it

ships for whatever a stamp two stamps so

however much that is 80 cents there's no

returns there's no sizes it's just like

the easiest thing ever to sell and on

the podcast I don't remember if he said

the exact number but I believe he said

tens of thousands of coins which is

millions and millions of dollars is that

what he said he did he did say that and

he also said that he works with some

mint some mint in the United States and

I guess it's it's one of the old famous

coin mints and he I think he was like

their biggest customer so like he's like

they're minting more of his momento Mor

coin than they are anything else so what

I want to do and that was surprising to

me I had an inkling and then he kind of

revealed that that is true where he made

more money not from selling books but I

had uh I went down this rabbit hole and

what I want to do is I want to show you

three people who are making

significantly more money than you would

think and they are doing it in ways

other than just writing one book making

whatever 10% of the revenue that they of

which they sell all right so we're going

to start with the first one Sean do you

know who James Patterson is I do not

know who James Patterson is who is James

Patterson I did not think you would know

sandwiches maybe a former baseball

player who are we talking about here you

you are very smart you're a very high IQ

smart person oh God here it comes the

fact that you don't know some of the

most basic things like of pop culture

like it's it's beyond pop culture at

this point this these are things that

you see all over bookstores whatever it

shocks me that you don't know this is he

the vampire in

Twilight yeah

boyfriend who is this no okay your

second guest was a lot further away from

the first guest so listen to this so

have you ever heard of this strap Meer

Syndicate you probably haven't right of

course if you haven't heard James

Patterson you also probably haven't

heard of Nancy Drew or The Hardy Boys

have you heard of those things I know

who those they write murder Myster they

write mystery novels right for kids or

something yeah yeah yeah so they are the

main characters in murder mystery novel

so the way it starts is in the 1930s

there was this thing called the shrap

Meer Syndicate it was this one guy he

came up with this company in the 30s

where he was like Hey not a lot of

people are writing children's books I'm

going to go ahead and start publishing

children children's books and then he

was like you know what I need to write

more books but I don't feel like dealing

with the hassle of working with these

artists authors who like are just a pain

in the butt to deal with all I care

about is making like kind of cookie

cutter novels that children like so what

he did was he goes I'm gonna actually

just come up with these characters so

Nancy Drew The Hardy Boys and he had a

variety of other series and I'm going to

have these authors write these books but

I'm just say it's written by the same

author every single time I'm not going

to give a person like their little bit

of Fame I'm going to pay them a fair

rate but it's and and and they're gonna

follow my rules and maybe eventually

they'll become a famous author but for

now they're just going to follow my

rules and that's what he did and there

was at one point where like every kid in

America could name Nancy Drew The Hardy

Boys things like that Strat me Syndicate

what a name uh so wait sorry The

Syndicate

is I think I missed something here The

Syndicate is the set of novels The

Syndicate was the name of his company he

called it a Syndicate which sounds like

a drug like a drug Syndicate it sounds

like something illegal because usually s

that was just the name of his company it

was a legitimate company this wasn't

like anything shady although he did a

bad job of nameing it'd be like naming

like your kids children's book like warm

candy and vans or something like that

like he did a very bad job of like

naming his publishing company called The

Syndicate kind of weird got but

basically he came up with these rules

where he was like all books need to be

part of a series uh every chapter needs

to end with a preview of what the next

chapter is going to be the beginning of

each book needs to give a summary of

only one page what happened in the

previous books and he just had this like

outline of how to like make hits well

fast forward 70 years there's this guy

named James Patterson at this point now

he's 75 years old he started uh in

advertising in New York for the J

Thompson advertising firm which just

some huge firm but on the side died in

his late 20s and early 30s he starts

writing novels and they do okay like

they're not like that big a hits um but

he keeps at it and he's a workaholic and

he keeps going and eventually at the age

of 47 he retires from advertising and

goes all in on publishing these novels

so he's been doing it now at this point

for about 20 years and he's finally

starting to see success and the whole

point of his novels is they're Thrillers

some people might say they're kind of

like trash formulaic Thrillers but the

thing is is people love him and at this

point he sold something like 500 million

copies of his books and at one point he

uh accounted for 16% or sorry 6% of all

hard cover novels sold in America so the

guy's a hitmaker he s he sells a ton of

them but here's the craziest part since

he started writing uh about 48 years ago

he's published on average seven books a

year and at this point even though he's

75 5 or 74 he's doing something like 30

books a year now how on Earth does a guy

do that that's like ridiculous right at

this point uh to be doing that it's

ridiculous to be doing that at a young

age it's more ridiculous to be doing in

70s well more than a book every two

weeks it's ridiculous well here's how he

does it he has co-authors and a little

secret with James Patterson even you

know he's well- loved in America he

actually has only written about 20% like

solely written 20% of the books that his

name is is credited with as writing the

way that he does it he has a team of uh

of co-authors and so what he does is he

pays these guys out of his own pocket he

kind of comes up with a framework they

flesh it out he reviews it almost like a

movie script and he's like writes notes

in the in the in the margins and he

gives it back to them and they kind of

flush it out and at this point he's done

it so much that you'll see that there's

James Patterson with Dolly Parton I

think there's a James Patterson and then

the co-author is Bill Clinton and then

the other co-author who's like the

person doing the actual work is listed

below it but this has been so success

successful that at this point he's made

something like $800

million what yes that's how rich this

guy is he owns like three or four homes

each of them are worth 40 million bucks

he's donated something like 50 million

according to his website to small

bookstores but this has been a smashing

success I'm shocked you've not heard of

James Patterson I think I have seen the

name what's like his most famous book I

don't even know the name of his books

but he's almost like a do you know Tom

Clancy yes okay he's like Tom Clancy

does Tom Clancy do the same thing or

does he write all his own books no Tom

Clancy uh would write them but Jim

Patterson does not write as much but you

know like Jim Patterson at this point is

sort of like Tom Clancy where you're

like oh it's a Tom Clancy novel and I

don't even know what Tom Clancy I can't

even name his novels but I know it means

like it's like a spy novel right okay so

um let me ask you a question did this

guy start out writing all his books and

then over the years was like how do I

scale and he's like what if I got

another author or from the beginning was

he like did he have this plan from the

beginning or did this come about

organically trying to scale up so over

the last 20 years that he's been killing

it I don't I don't think one of his

books I'm not sure exactly but most of

his books have not themselves been

bestsellers however he has been a

best-selling author if you add up all of

his titles for many decades and he

learned early on he was like well like I

don't know if any of individually are

going to be a hit but I'll just make a

[ __ ] ton of them and so he discovered

early onto on his career he goes we're

going to be about quantity and at this

point he says that for the last 40 years

he's worked something like uh 70 hours a

week and he writes all day and when we

talk about writing it means working with

a team and things like that but he

discovered early on he's like we're just

gonna do quantity we're gonna pump these

babies out and so at this point Jim

Patterson he's a face he's a guy he's a

real person but it's almost like a brand

and he's like gets these authors to kind

of come under his brand and he makes

jokes but he'll say things like they

should pay these like these referring to

as co-authors they should pay me to be a

co-author because I'm teaching them so

much and they're getting their name out

there and he actually gives them press

so they're able to like list but it's

almost uh it's almost like the way the

music industry works of like have Nicki

Nicki Minaj coming on your song you have

to pay Nicki Minaj you know what I mean

right I like that that's the first one

you went to Nicki Minaj um all right so

this is interesting uh what what do you

like about this guy you like that he

basically to me one one thing I like is

I feel he broke the like Precious rules

of like like writing and book like being

an author is this like high Prestige

usually it's a high Prestige low volume

labor of love uh you know that may you

know almost never makes money and if it

happens to make money you you kind of

got lucky with this one Smash Hit And um

you know the honor is in slaving away at

this novel for four years and he's

sounds like he broke all those rules

he's not precious about it he's like

cool let's write books people want to

read read let's make it formulaic uh

let's make it so that I can hire people

that are going to write these books um

let's scale this baby up no individual

we're hitting singles and doubles baby

we're not going for home runs

necessarily because these will all add

up and it sounds like the cool thing is

that this guy almost like productized

this type of book and treated it more

like a business person than he did a

artist well in reality what he is is

he's he was he was the CEO of the

Thompson Agency Group that's like a

that's part of a huge corporation and

he's basically an advertising executive

turned author and he brings some of that

Pizzazz

to being an author and it has worked

really well so he's both a business

person am and an advertising person all

right everyone a quick break to tell you

about HubSpot and this one's easy

because I'm going to show you an example

of how I'm doing this at my company when

I say I I mean not my team I mean I'm

the one who actually made this so I've

got this company called Hampton you can

check it out join hampton.com it's a

community for Founders and one of the

ways that we've grown is we've created

these surveys where we'll ask ask our

members certain questions that a lot of

people a lot of times people are afraid

to ask so things like what their net

worth is how their assets are allocated

all these like interesting questions and

then we'll put it in a survey and I went

and made a landing page so you can check

it out at join hampton.com wealth you

can actually see the landing page that I

made and the hard part with this is with

Hampton we are appealing to a sort of a

a higher-end customer sort of like like

a Louis Vuitton or Ferrari so I needed

the landing page to look a very

particular way HubSpot has templates

that's what we used we just change the

colors a little bit to match our brand

very easy they have this drag and drop

version of their Landing Page Builder

and it's super simple I'm not Technical

and I'm the one who actually made it and

once it's made I then shared it on

social media and we had thousands of

people see it and thousands of people

who gave us their information and I can

then see over the next handful of weeks

this is how much revenue came in from

this wealth survey that I did this is

where the revenue came from so it came

from Twitter it came from LinkedIn

whatever it came from I can actually go

and look at it and I can say oh well

that works that didn't work do more of

that do less of that and if you're

interested in making landing pages like

this I highly suggest it look I'm

actually doing it but you can check it

out go to the link in the description of

YouTube and get started all right now

back to MFM let me give you two more

that I think are even more interesting

have you seen these books lately written

by this guy named Jack Carr it's kind of

all the rage right now I've I've heard

the name but I I haven't read anything

now all right so Jack Carr is a former

Navy SEAL he served in the Navy Seals

from 1996 I think to

2016 and he started writing these books

called uh the first one was called the

terminal list it came out in 2018 and if

if you go to the terminal list on Amazon

you'll see it's it's one of the highest

reviewed books I've ever seen given the

quantity of reviews it has tens of

thousands or hundreds of thousands of

reviews and it's like a 4.5 I read one

of them two weeks ago I think I even

suggested that you read it but it's

really great it's basically like the

equivalent of a romance novel for a

woman it's like James Bond for the man

it's like basically the story of a guy

who goes through all these hardships

where he's a he's an ex Navy SEAL his

family gets hurt he's got a save them

he's got to get revenge whatever all

that like Epic Man [ __ ] however I

started reading his book and I noticed

something really interesting he names

products and Brands like crazy in his

books and I'll give you an example so

this is a a few excerpts or one excerpt

from from one of the books where he

talks about he reached inside and

removed the 9mm myth and Weston M39 from

his chest better known in the SEAL Teams

as the mk22 hush puppy and then he goes

on to saying he grabbed a box of his 9

millimeter super Vel subsonic ammunition

that was sitting next to his Yeti cooler

he I swear to God he'll talk about

things like for example he'll talk about

like he sipped his athletic

greens he names Brands like crazy like

there was one point where he was talking

about like they're like he needed the

best most durable equipment so we

started using a hill person fanny pack

or something like that and I'm

like like dude can we get like my he's

like he he put on his headphones and

turned on my first million his go-to on

Tuesday and Thursday for all types of

entrepreneurial inspiration and then dud

he he named stuff like crazy and the the

main character his name is James Rees

he's like a James Bond type of guy where

he does a lot of bad stuff but like you

really like him and you kind of want to

be like him and he just names all of the

products that he uses and it's crazy and

so I was interested I'm like why is this

guy naming all these products so I go to

his website I Googled jackar Brands I

just Google that he's got this whole

website I think it's just Jack car.com

but if you Google uh jackar Brands uh

what you'll see is he has Jack car.com

and he creates do do you know like that

website um unrate or uh uh gear Patrol

he basically has created his own version

of that where he has all these gift

guides or he'll be like here's all the

gear that uh James reest used in this

book and he has these beautiful guides

on his website and lo and behold if you

highlight over a lot of them they're all

affiliate links and in

fact and in fact oftentimes on Jack

car.com he sells his own stuff and so

one of the main parts in this first book

that I read is he's got this fancy

Tomahawk which is basically like an Axe

and he uses this Tom Tom Hawk to kill

people and it's like a really high

quality Tomahawk Well Jack car.com sells

that exact same Tomahawk and I thought

that this was brilliant because when

reading these stories he's talks about

the cars that he's in like the type of

car that he's in is like a main part I'm

like I want all this stuff because this

character James ree is so cool all I

have to do is go to Jack car.com and I

can buy all of this stuff and it's

amazing I love this strategy yeah this

is brilliant i' never I never would have

thought that product placement in books

would work like product placement in

movies does but that makes perfect sense

this is his uh this is his febles this

is his prime

Tomahawk dude it's awesome and by the

way I was just giving him a little [ __ ]

not all of them are affiliate links but

a lot of them are and if you go to like

his Amazon page he even has this cool

feature on his Amazon page where it

lists all of the products in the books

and those are think this is just like um

you know for example a lot of people ask

us a bunch of questions about like oh

what do you use for this whatever and

it's like sometimes writing the [ __ ]

down is actually just it's valuable to

them it's useful to me it saves me time

uh and I know that a bunch of podcasters

do this but it's it's like small income

it's signed income it's not their main

thing do you think this guy's like he's

got to be making more off of his books

than he is off of this uh this Amazon

affiliate thing right I think he's

making more off his books but my third

example is I'm going to show someone

who's making way more off this thing and

I think there's a world where Jack Carr

will make way more off that side thing

than the original thing meaning when you

think of a Navy SEAL you think of like

many things including like the cool

types of gear they have and you like see

what they're wearing you're like that's

neat I would love to have that thing or

you know it's like cosplaying to be a

tough guy there's a

here's right I mean like he says in his

cardigan

yeah yeah as he walked around his home

wearing Birkin socks

yeah does JC Penney like sell like

really good boxers or something I could

talk about the third one Steve ranella

have you heard of Steve re renella I'm

three for three no who is Steve ranella

okay this one is I would I would not

think you would know who this guy is so

he originally starts as a magazine

article guy for outdoor magazine so

basically he's from Michigan went to

school in Montana He loves the outdoors

he also loves writing and so he starts

as a freelance journalist he works for

outdoor magazine he works for like Men's

Health these things where he he's able

to like talk about the outdoors and they

pay him a small amount of money whatever

his first book book that he writes is

about foraging so which is basically

just he wanted to create the books sound

silly but they're actually awesome he

wanted to write about how he went and

hunted and forged his own Thanksgiving

dinner but like in doing that you find

like the meaning of life and you see

like the history of food whatever and

Outdoors it's awesome the second book

that he did is called American buffalo

and it's this amazing book about him

hunting Buffalo and how the Buffalo are

really important to American history

whatever if you're not into that you're

not into it which I don't think you are

but for the people who are what gave it

away

yeah this is like you know my body

language right now is the body language

of a girl who's about to get grinded on

by a guy at the club unwantedly no no no

thanks foraging for my food no thanks

I'm out of here would you like a free

copy of my book it's signed

nope yeah you're you're not into this

guy but you're going to be into what

what I'm about to explain so he writes

This Book American buffalo it gets

pretty popular so then he creates this

website called meater.com have you ever

heard of meat eater I have heard of meat

eater yes so meat eater starts as a

series of podcasts they have a show on

this thing called the the outdoor or the

sports channel something like that and

it starts working out well eventually

chernin I think you know churnin they

invest into it and at this point in 2023

meat eater is a website where Steve

Rella uh blogs about Outdoors he

publishes books his books under the meet

eater name he has recipe books he has uh

more podcasts whatever newsletters

however they went and bought a bunch of

Brands they bought a duck call business

they went and bought um a clothing line

now in 2023 they announced that they did

a 100 million in revenue from selling

all of the products on meater.com of

which his kind of claim to fame or at

least where he gets a lot of the traffic

from is his books and then his podcasts

and things like that and so this is an

example of a guy who I think has made

significant ific more or will make

significantly more in terms of

Enterprise Value from selling the

product that he talks about in the books

or selling the lifestyle those Guy's

super fascinating dude going from

American buffalo a book about buffalo in

America or whatever

to having $100 million doll in revenue

on your business is like that's not the

American dream but it's it's something

it's someone's dream somewhere it's it's

an American Dream It's yeah that is I

can't believe that that happened that's

insane churnin is so smart by the way

they took this one thesis of content to

Commerce so they were like hey anybody

whose's world classic content it's not

valued properly in the market because

media is such a [ __ ] business that

they're valued as a media business but

if you can flip their business model

from content to Commerce then this thing

is gonna this thing is going to take off

and it's going to take off in the same

way that our YouTube Subs are going to

take off when you go to YouTube and you

say to yourself godamn I'm learning a

lot from Sam today about mediators and

about authors and about all these people

and they're going to go to YouTube

You're Gonna Go to my first million and

you're gonna click subscribe because you

love us so much thank you very much

that's the plug that was a good one

pretty seamless right good job I think

um if I had to make a prediction I think

that meat eater will be worth many many

many hundreds of millions maybe even a

billion dollars in the next 10 years I I

believe it these these lifestyle Brands

once you get like there is no no Niche

too small with these lifestyle Brands

mediator is actually pretty big compared

to some of these lifestyle Brands like

the hinki the watch brand luxury watches

only right or there's things for like

you know how people when they get into

biking they become like you know Lamer

they start dressing like

SpongeBob Spandex and like clipons and

they walk into a coffee shop after like

a 990,000 mile ride that morning like

those people are super valuable as an

audience and they need content that's

like so lame like that that it's the

thing that they care about and so

there's like an endless niche of these

like really really hypers specific

lifestyle content brands that I think

can be built uh you just have to come

from that space it sounds like this guy

Steve Rella you know came from that

space which is pretty pretty cool you

want to know the uh here's a curveball

to the situation he lives in

Brooklyn for real he lives in he lives

in Brooklyn yeah well he lives in

Brooklyn I was doing research on him and

he's like from Montana and he's like I

know Montana better than anywhere

anywhere anyone else in the country like

I knew enough to get the hell out of

there yeah and now he lives in Brooklyn

which is what I thought was kind of

weird um but anyway those are my three

examples of strange ways or shocking

ways that a bunch of these authors are

making money I know that you were

thinking about becoming an author does

this change but I think you've paused it

I'm not sure if you've paused it or well

I think becoming an author uh to make

money is just uh that's like saying you

know I was hungry so I went to church

it's like yeah just cuz I have some some

food there doesn't mean that's why you

go and so like I don't think making

money is the reason to write a book if

you're going to want if you want to make

money and you're smart about marketing

and all that there's a hundred times

easier ways to make money did you just

make up that analogy that was a really

good uh that was a really good analogy I

did my morning routine today so you know

the brain is on um the brain is awake

the thing that I've looked into is how

much these authors make so there's like

tiers to this so uh if it was 10 tiers

the first five tiers you know of tier 10

through five is just all of them made no

money actually maybe tiers you know like

uh 10 all the way to number three all

made no money but a couple of

interesting data points uh that are in

our world so I think the top tier is

like the JK rowlings of the world the JK

Rowling James Patterson which is like

you actually are mainstream Canon right

you are you're a part of the meta like

you you became the equivalent you know

you're going to get a Netflix show type

of thing dude have you ever thought

about by the way have you thought about

JK Rawling and how she invented an

entire universe and made up rules to

like a game or a language that people

refer to now like the word muggle she

just thought of that word at least twice

a week you know people do the Roman

Empire thing I don't give a [ __ ] about

the Roman Empire but dude I do think of

like Diagon Alle I think about Hogwarts

I think about all these places right

like I think about that twice a week how

cool that is someone made it up yeah

it's weird to me that when I think about

that I'm just like that's that's so odd

no [ __ ] what percent of you is like

might be

real is there any part of you that's

like well I I am just a mugle how would

I know the way that I think about it is

it she is so good at inventing this

thing that she couldn't possibly have

invented it and she's just telling a

true story like you know what I mean

like it's just impossible to think that

one brain like our brains are each six

pounds but that came out of hers I don't

understand

how that happens dude I've been at an

airport where it's like you have the

smart cart thing and I'm walking between

you know nine and 10 and I don't run at

it but like you know I'll take my finger

and sort of drag it against the wall

just in case there's a little little

give in that in that wall you know I'll

play I'll see um so there's that that

tier right that's like god tier then

there's the James clear you know Atomic

habits David gogin Mark Manson I think

these guys have cleared like 30 to $50

million off of a single book that's a

lot I would say more like 20 so James

Clear I think uh I don't know how many

he's sold now it's his thing is

escalating by the way which is really

interesting he tweeted this out recently

and it was it was something like I'll

try to find it but it was basically like

he first year was like you know maybe

like a 100,000 and then the next year

was like 200,000 the third year was a

million and then the fourth year was

like 4 million and the fifth year was

like 15 million and he's just gone up

and up and up I think now he sold uh

basically I don't know 20 million copies

or something like that worldwide and so

you know no way really that many 20

million yeah yeah his book is like a

it's like a runaway train basically um

so I I think I'm pretty sure his his

book has grossed like 150 to20 million

probably 100 probably $150 million

worldwide it's my guess you know I might

be off by 30 million in either direction

but but I'm not off by by half you know

um and he's just a guy in Ohio I think

like he's just he's just a guy like I I

knew him before the I talked to him

before the book and he was just like a

blogger in Ohio like it didn't seem

particularly fancy he years what I yeah

I knew him before he stopped talking to

me yeah so so I think that's like the

next tier David gogin his book I think

has done like 35 $40 million in sales

and he did it through scribe so he kind

of like owns more of that um Tim Ferris

surprisingly didn't sell that many

copies of 4our work week I thought 4our

work week was like a to me it was like

that was a huge book it obviously did

super super well but I think it sold two

million copies you know so two million

versus 20 million 10x more for for

Atomic habits which is pretty crazy a

fun one is Eric Jorgenson so you know

Eric Jorgenson um he he was like a

startup growth guy he lived in some I

don't know where he lives he lives in

like Kansas City or something like that

and Eric Jorgenson wrote the naval manac

which was basically he's like yo naval's

tweets are the [ __ ] what if I printed

them out basically like what if I

printed it out and stapled it together

right obviously he did more than that

but the core idea was he didn't write

the book he didn't do a he didn't study

nal's life and write a biography he

didn't create a bunch of original wisdom

he just took naval's existing wisdom

that was super fragmented packaged it up

into a really easy to use book and then

and he actually gives away like the

ebook for free I think online um I'm

pretty sure Eric he's never told me this

is my my guess work based on some some

back of the envelope stuff pretty sure

Eric has made like3 to5 million off of

the nalmanac himself no way I don't

believe that that is so much 82%

confident that that's a real number dude

if you're even half right I would be

he's definitely made more than a million

dollars I think it's like three to five

million do off the nval manac okay well

that's insane does Naval get anything

Naval got distribution I don't think he

gives theal any money from it I don't

know I'm going to make you famous baby

you're going to be superstar that's what

I'm going to tell you I'm going to

create the sha

shaam dude you said that way too

naturally that was not the first time

you've said that is that what you told

trun that's insane I uh that that

basically the concept is ridiculous

right I mean it's good the concept is

genius is what it is he he took somebody

else's genius that was fragmented and

was like why would I write nobody wants

to read the Eric jensson book but a lot

of people want to write the nval book

and nval is kind of Open Source with it

he has he said this many times he's like

the best thing you could do is let other

people reshare your ideas they're you

know stealing your ideas but really

they're propagating your ideas it's one

of the highest compliments one of the

best strategies you can have to get more

distribution and so you know I think he

was happy that Eric you it took him like

a year he put a lot of effort into it

not nearly as much effort as the guy who

actually came up with the content well

nal's made 500 million in his life so I

think he's done fine too right that's

that's the whole idea no and Eric by the

way I think is now the CEO of scribe

David the the company that did David

gagan's book so and the company that I

think you might you be using uh yeah not

yet but um okay so another crazy story

so I've never heard of this book and I

doubt you have either because are you a

Sci-Fi reader not exactly only like the

most famous ones so have you ever heard

of this book called wool no talking to

me about science fiction is like talking

to you about

bison you know I mean ain't going very

far that conversation's got a lot of

dead heads yeah that's a hard yes hand

well basically here's the here's the

idea I was looking at the uh at the

charts and I saw all of the Game of

Thrones books so it's like you know A

Song of Ice and Fire and it's basically

George R Martin George R Martin George R

Martin there's five of his books and

there was one book on top of it called

wool and I was like I've never heard of

this book what is this book so I went

and researched it so the author this guy

Hugh Hoy which sounds like a fake name

might be I don't know um the his origin

story is he's living in North Carolina

he's broke uh he was doing some odd jobs

he was like oh this a roofing gig yeah

I'll go help you out you know I'm a

technician sure I'll help you out and

basically at some point he's unemployed

and he's like you know what I'm gonna

write a book his wife was kind of

supporting the household he's like I'm

gonna write a book and she's like okay

honey great uh sure you don't want to

get out there with the old resume and

he's like no no I'm gonna write a Sci-Fi

book like it was like the idea was like

something he like what if aliens at this

flying car or whatever I don't know what

it was some crazy idea this conversation

could go way different it'd be like hey

by the way like I know that you love

having these action figures in the

plastic still but can we make a little

bit of room for the

baby oh you're going to write a book I'm

gonna go find another husband so so he

puts the book out he sells less than a

thousand dollars of the book okay so

first first try and it fail most people

would obviously quit strike one he's

like oh I'm just getting warmed up he's

like I that was that was good but I can

do better and he still has no job he

needs to kind of start you know paying

for the bills a little bit so I love

this part about the story he gets a job

but he's like he's trying to find not

the highest paying job he's trying to

find a job that will make a minimum

amount of money of money that he needs

to live with the maximum amount of free

hours so he ends up finding this job

that he could do for about 25 30 hours a

week it pays only 10 bucks an hour but

he's like I'll take it because there's a

lot of downtime where I'm just sitting

there not doing anything I could be

writing during that time and it's only

30 hours a week so I can spend all of my

free time doing this and I also don't

even want a good job that'll make it

hard to quit later because I want to be

an author and I'm not going to trap

myself in a job that's like hard to

leave then he changes his schedule he's

like I'm going to wake up 2 am every day

and I'm gonna write before my job I'm

gonna write during my lunch break I'm

write after dinner it became a

compulsion for him and in three weeks he

writes this book wool three weeks so

again just like James Patterson wasn't

precious about the whole idea of writing

books this guy was like three weeks not

three years and so he bangs he bangs out

this book he puts it on Amazon for 99

cents and he sells like 1 th copies he's

like boom thousand bucks all right love

it and he's like uh and the but like you

his small reader base it's kind of like

weissy they say you want like a small

number of people you'd rather have a

thousand people that love you than

100,00 people that just kind of like you

so you had a thousand people that really

led the book and they were like dude we

got to write a sequel so very next month

before they get cold he writes a sequel

by the way wall Wall's 530 Pages he did

that in three weeks so then he uh he

writes a sequel a month later he uh or

like you know two months later whatever

it is and he sells 3,000 copies of that

one he's like all right I got to keep

going so he writes two more and he sells

10,000 copies and finally he puts out

the collection all five of the books

that he's written in a very short period

of time and the first month he sells

23,000 copies of the set and now he's

selling it for

$67.99 he makes basically 140 Grand that

uh in in gross revenue that month and

he's self-publishing this whole thing so

he's keeping 70% of it um whereas a

normal author is going to keep 10% maybe

15% of it and all of a sudden um you

know the months Roll by he's now sold

500,000 books uh before H you know

before anybody knows it which is a [ __ ]

ton of books to sell that's like you

know you're in the top top you know

percent of a percent uh that are of

authors at that stage and he's getting

approached by Publishers and they're

like he's like okay what's the deal and

they're like we'll give you you know

$250,000 like I'm already making

$250,000 they're like okay we'll give

you more money he's like well I'm what

why would I give you why would I take

some money today for like now I give up

all my upside and they're like well we

can help you get distribution he's like

I've sold 500,000 copies myself and

they're like how the hell did you do

that and he's like and so his strategy

his like gorilla tactics to get this

book out there where he's like all right

I need to influence the influencers so

he sent basically like copies of the

book to bloggers and reviewers at

Goodreads so not like influencers but

book influencers so people who

books and good reads like high rank and

good good reads people so then he's like

all right that's good Next Step he goes

on Reddit and he's got uh he does an AMA

on Reddit for 12 hours and so he's just

like I'm just gonna like soak up all the

Reddit love for this day on on Reddit

all right does that then he starts

encouraging fan fiction and Fan Art

whereas most authors are pretty again

precious about like it's my IP they try

to like you know take down anybody who

writes like variations of their book

he's like no no no go crazy I built the

universe but you guys can fill up all

the stories and he would basically

incentivize people to design other

alternative book covers for it so now

their little audience would you know

their art that artist audience would see

them designing a book cover for this

book called wool that was pretty cool he

picks 30 of the Diehard readers and he's

like okay how do I get my die hards to

help me and become like you know super

evangelist and so he made them beta

readers again everybody's so precious

they keep everything under lock and key

he took his super fans and was like

you're going to be readers of the of the

early editions of new books before they

come out so he did a bunch of community

building essentially like stuff that

doesn't really scale that each one

individually wasn't a game changer but

if you add up that and the 20 other

things that he did you could see how he

like that's not what made it successful

but he did start turning the crank at

the beginning the crank is pretty hard

to turn but eventually you know you you

you if you power through that first part

of the crank it'll start to move on its

own and that's basically what happened

for this guy and so then someone comes

up to him and they're like look I don't

think you should sell your book rights

but I do think you should sell your film

rights you haven't actually you're not

going to make a film yourself so he sold

his film rights and um and he kept his

his uh book writs you know as an

independent person for a while I I think

maybe he sold it now I'm not sure but he

uh he also Met George R Martin once he

went to a book signing for uh for George

R Martin and he's like hey George like

um it's me you know Hugh Hoy and the

guy's like never heard of you and he's

like I'm the number six guy on the

Sci-Fi list like you know it's your five

books and I'm number six and George AR

Martin he posted this thing that George

AR Martin signed his book and said to

number six keep trying and then a couple

months later a couple months later he

actually hit number one and so uh just a

pretty cool story of like a

self-published author that that really

made it happen like entrepreneurial

hustle story that's a great story do you

use Goodreads do you know anything about

Goodreads I've used Goodreads yeah I bet

the founders of Goodreads uh and I was

like Yeah o is Chandler yeah they're

they're really cool people really nice

people it's a cool product but but it's

old now it's been around for a long time

but it's got a great Mo I I can tell you

a little bit about good reads but this

guy Hugh Hol he has so I'm I use good

reads religiously I'm I'm I'm that's

kind of like my it's where my library I

keep everything this guy has

750,000 ratings which is huge and if

you're in the hundreds of thousands of

ratings and you have over a fourstar

review you're like the best the best he

has a 4.15 review uh out of five for

almost a million reviews it's a amazing

yeah it all started with a standalone

short story basically it wasn't even

like a full book it was like a short

story that he published at the at the

beginning of that first three weeks but

again that's kind of what you want it's

a prototype right he treated it like an

entrepreneur would not like a author

would he's like the blue collar version

of sci-fi this guy's like the Larry Bird

of sci-fi you know what I mean like from

French Lick Indiana

yeah dude how insane is it that Larry

Bird was so amazing and would just

literally drink beers like on the bust

to the game and like people used to

smoke cigarettes at halftime of those

games like isn't that absolutely insane

now like now LeBron James sleeps in like

a hyperbaric chamber but like the guy

who was basically the LeBron James of

his time was literally just like Downing

Bud Lights after games and he was like

so skinny and so pale had the worst

haircut the shortest shorts the best

mustache the best mustache but he like

kind of looked like a like a human

version of like big bird and he just

killed and he's considered one of the

top five yeah that guy's amazing he he

gives uh he gives the weirdos hope uh

this story is amazing Hugh Holly um

that's a good story um you want to do

one or two more thing yeah uh

Mill you Shepherd it's great you need to

hire somebody go check it out it's how I

hire a bunch of people if you want to

hire people like I do use Shepherd how's

that all right there that's there was no

thrill in that chill but I kept it short

do you have one more thing oh well I

guess we didn't talk about this uh this

is kind of cool James Clear just

launched an app yesterday which I think

was the stimulus for this whole thing

that we didn't we didn't talk about

Andrew Wilkinson he put out this tweet

where he said uh we partner with James

Clear tiny owns 40% James owns 60% we

made this app I actually didn't look at

the app it's a productivity app or a

habit tracking app yeah what if it was

just something completely different it's

just a social media app just a network

photo sharing app James just some like

stupid game it's like you like they

recreated like snake from

Nokia that's so funny by the way okay so

let's talk about a couple things here

great idea to release a habits app uh

you want an app to be habit forming

literally that's like only successful

apps are ones that you use habitually so

creating a habits app is a good idea

there's lots of there's habits apps but

they're not made by James clear so I

think this is like no no brain or idea

he just created anything that was a

habit like just like some supplement or

drug like like I'm going to get you

addicted we're going to make this habit

watch this we're going to call it

crack so I think genius idea by him

maybe doubly genius idea by Andrew to

pull this off I think it's amazing what

he's doing he's done this now with

huberman so he launched uh the Yerba

mate drink with huberman which I think

is also a genius idea I think what

Andrew is doing now is the new playbook

of what chernin did remember I was

saying like chernin's Playbook with the

content to Commerce they did it with bar

stool they did it with eer they did it

with like a bunch of these media media

Publications that was a really good

model and it's played out over the last

10 years I think what Andrew doing now

is going to play out over the next 10

years which is he's partnering with

these experts and authorities and he's

like look I already have metalab that

can do the design the engineering uh I

have I I own a portfolio of businesses

I've you know made a billion dollars

doing this whole thing so let me find a

CEO we'll build the whole thing you just

have to promote it and it's a perfect

fit with what you do I think it's is

like such a good model it's also really

fun for him right cuz he's going to get

to hang out and rub shoulders with

people who he likes and respects he's

got like a cool cocktail story of being

like Oh yeah we built the James Clear

app we did the huberman drink we did the

whatever right um they've done a bunch

of these these apps now so I just think

it's an awesome win all around like I'm

I'm really happy for it we should have

Andrew on to talk about it but my

prediction is that this won't make

nearly as much money as some of his

other boring things that no one would

ever talk about but

it's cooler than all of the other ones

like it's significantly cooler it won't

make as much money but it's way cooler

like to be able to like I think this

thing is gonna make a lot of money why

do you think this is not gonna make

money well I just think that it's his

other stuff just does so much better if

I had to guess I think the can do like

hundreds of Millions on meditation I'm

pretty sure that you can get like 30 40

million of ARR on a habit app I think

maybe you can but Andrew also owns all

these boring agencies that are like the

thousandth most popular agency and they

also make t many many tens of millions a

year in profit no no if you add them all

up they do but each individually does

not right like if you add them all up

they do his his agency if you add up

what he's going to do with huberman with

James Clear in the next five that he's

going to do like this those are going to

add up to be much bigger the hubman

drink is a brilliant idea that is a

absolutely brilliant idea the James

Clear app like he's getting the right

type of things like you don't want

necessarily the A-list celebr because

the A-list celebrity for every you know

George Clooney or Ryan Reynolds that you

get that that have a hit there's tons of

others that they don't really care about

promoting it they're too busy but it's

not a fit they don't have like a direct

relationship with their audience because

they're actually on in Hollywood they're

not like have a direct Channel Through

social media and so the people that he's

finding are like this is Meaningful for

them it's a perfect fit with them they

have a direct relationship with their

audience and they haven't like um they

have like love from Their audience it's

not just like people who are fans of

them it's people who have deep trust in

them and I think that that is a I think

he's picking the right influencers to do

these I I would bet that he's going to

make hundreds of millions off of these

plays if you if you add up the you know

three to five that he's going to do in

this category I would bet that that's a

three to three uh like a300 million

prize I guess we'll have to have him on

and uh ask him about it I'm he he's like

a Spider Man he's or like an octopus

he's has his tentacles like all over the

place I see this I'm like how the [ __ ]

did you weasle your way into that thing

like just like he knows everything like

he not knows everything he knows

everyone I don't know how he gets his

fingers on all these things I'll be like

I'll be like hey uh where's our email

we're influencers Andrew where you at

well where's our offer he also plays

Dumb with me all the time I go like

you're I I'd probably be like hey have

you heard of this guy named hberman I've

been loving his podcast and Wilkinson

would be like yeah I think it's a nice

podcast I also enjoy it and then like

weeks later like yeah we partnered with

him and launched this company on this

deal for 18 months yeah I'm like okay

like he does that he does that kind of

on a regular basis with me where I'll be

like if you heard of this thing it's

kind of neat and I'll be like yeah I

agree that is neat he he is a super

networker he is a absolutely P like

incredible networker I am I I I am I

admire his networking skills like he's

like cool I like Bill Amman now I'm

friends with Bill Amman and he's an

investor in my company oh Charlie

munger's my

hero years later I'm having dinner with

Charlie merer and he's offering me you

know XYZ it's like he is really able

when he puts his mind to it with who he

wants to meet he is able to make that

[ __ ] happen and um and I think he does

it in a way that's mutually beneficial

it's not like uh you most people when

they're like oh I want to meet this

person it's like just begging for you

know time or attention in a way that's

not additive to the other person I think

he does it in a good way that's additive

to the other person yeah he's he's

fascinating in the way that he's able

but he also he also

turns a weird networking opportunity

into like real businesses like usually

more often than not when I meet people

I'm like that was nice to meet you I'll

see you never again uh this is awesome

right high five and that's like where my

brain stops yeah what a guy

yeah that's like I'm literally like you

know Dumb and Dumber when he's walking

out of the 7-Eleven he's like big gulps

huh all right catch you later that's

that's me at every networking event same

that's exactly how I am where it starts

and ends right there and it's just like

a passing memory and yes Andrew somehow

like makes it into money and turns it

into dollars I don't know how he does it

but he's very good at it he told one

story on the Pod where he was like I

wanted to meet Dan Gilbert I met Dan

Gilbert and then they had this challenge

with this like or he had a product I

have a design agency so we just made him

a website for free that was really nice

because he like used that as his

currency to like you know hey I think

you're awesome and we did this thing

this is awesome right oh it's cuz my

agency's awesome cuz I'm awesome and he

just uses it to sort of like open the

door he'll put in the work basically and

he's he'd be like oh whenever you're

free I'll fly there and let's you know

I'll meet you you know I'll make the

effort to come to come make this happen

the takeaway is to have an agency to

either have like an agency or like a

sick house it's like oh you're in town

come stay in my home and then you know

what I mean you have to have like some

like awesome ex should I do that anytime

someone's traing like oh do you want to

stay in my house and I just rent an

Airbnb they can stay in they're just

absolutely indebted to

me well it's kind of a good tactic Chris

sacka said that had this house in trucky

and uh you know he would like lure which

sounds weird more weird than it actually

is he would lure these like inter house

in

truy come to my bed yeah I got AWS

credits come

over and he would like get these guys to

come up and become friends with them and

it was like they're they're like well I

would love to hang out in trucky and

just what happens you have a house and

that's how we become friends with them

but maybe great line about he goes uh

when I lived in San Francisco I was just

constantly getting like meeting requests

or event invitations and it was like a

good problem to have but at it's still a

problem he's like I was playing defense

I was just reacting to whatever was

going on he's like when I moved to

trucky then I played offense I would

figure out who who it is that I want to

actually spend time with and then I

would proactively plan and like set it

up so that Travis Callin came for the

weekend and stayed with him he's like

we're not going to just get coffee we're

gonna hang out for a weekend and like

for every 50 coffee meetings I do like

one weekend is just so much more

powerful than 50 coffee meetings and so

he's like we hang out we spend time

together they meet my family we chill in

the hot tub we brainstorm in the morning

then later that evening we a new idea

comes and I'm just very helpful for

these people that's how he did his Uber

investment he did the same thing with

the founder of Instagram that's how he

did his Instagram investment too was he

invited Kevin syrm to come stay at his

place in trucky and he stayed there for

whatever few days a week or whatever it

was and by the end of that like they

were kind of bonded and I think that was

kraka did a lot of cool things and

that's definitely one of them I don't

know if a a three-bedroom place in the

BBS is going to do the trick I think

both of us are going to have to step it

up can I interest you in Walnut Creek

yeah we'll go to Safeway we'll come

back like the only appeal you like

marble countertops I got I got marble

countertops like um all right is that it

is that the pod that's the

[Music]

pod

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