How To Make $100,000/Month Doing What You Love
Summary
TLDRIn this insightful interview, Chris Do, a renowned designer and entrepreneur, discusses the journey of finding one's passion and turning it into a successful career. He emphasizes the importance of mastering a skill, understanding media, and monetization, while sharing his personal experiences and strategies for overcoming limiting beliefs. Chris provides valuable advice on building a brand, embracing failure, and the art of storytelling in business. His vision of empowering individuals to find joy in their work and contribute positively to the world is both inspiring and motivating.
Takeaways
- π Building a personal brand requires finding the intersection of joy, energy, and contribution to the world, as well as monetization.
- π The journey to success often involves overcoming self-limiting beliefs and finding one's 'ikigai', or reason for being.
- π Mastery is foundational, requiring dedication and skill development, but it's not limited to traditional education; it can be in various modern fields like social media marketing.
- π’ The second 'M' in Chris's framework is media - understanding how to capture and hold attention, as every individual is a publisher of content.
- π° Monetization comes after mastery and media, and it's crucial to find a way to earn from what brings you joy and serves a purpose.
- π The 'ikigai' framework helps to find the intersection of what you love, what you're good at, what the world needs, and what you can be paid for.
- π Entrepreneurs should embrace the idea of 'deliberate incompetence' to delegate effectively and not become a bottleneck in their business operations.
- π οΈ Systems and processes are vital for a business to run smoothly and for the entrepreneur to have the freedom to explore new ventures.
- π― Risk-taking is an inherent part of entrepreneurship, and making bold bets can lead to significant growth or change in direction.
- π Business growth isn't linear; it involves periods of stagnation followed by innovative moves that propel the company to the next level.
- π Storytelling is crucial for branding, and defining traits, enemies, friends, and the narrative arc helps in creating a compelling brand story.
Q & A
Who is Andrew Tate and why is he mentioned in the script?
-Andrew Tate is a public figure known for his ability to command attention and focus, even if people don't have to like him. He is mentioned as an example of someone who has become the most searched person on the internet at one point, demonstrating the impact of his presence.
What is the 'ikigai' framework mentioned by Chris in the script?
-The 'ikigai' framework is a concept that helps individuals find the intersection of what they are good at, what they can be paid for, what they genuinely enjoy doing, and what the world needs. It's a tool for finding one's purpose and joy in life and work.
What are the 'three M's that Chris discusses in the script?
-The 'three M's refer to Mastery, Media, and Monetization. Mastery is about acquiring a skill, Media is about capturing attention and creating content, and Monetization is about finding ways to earn from the skill and media presence.
What is the importance of 'articulation' in personal development according to the script?
-Articulation is important in personal development as it helps individuals gain clarity by speaking or sharing their ideas with the world. It's a way to learn about oneself and refine one's thoughts and ideas.
How does Chris describe the transition from a service design company to an education and media company?
-Chris describes the transition as a gradual process where he maintained the existing business while exploring the new venture. He ensured that the existing business could run by itself with the team in place, allowing him to build a runway for the new company.
What is the concept of 'deliberate incompetence' as mentioned by Chris?
-Deliberate incompetence is a practice where a leader or entrepreneur intentionally does not perform certain tasks to allow others to take on those responsibilities. This practice encourages delegation and empowers team members to explore and learn.
What does Chris suggest for entrepreneurs who are considering quitting their job to start their own business?
-Chris suggests that entrepreneurs should first ensure they have a runway of at least six months. They should live frugally, eliminate unnecessary expenses, and save as much as possible. Then, they can start working on their passion project while still employed, until they have enough proof of concept and market demand to make the jump.
How does Chris view the process of building a brand?
-Chris views the process of building a brand as one of discovery rather than creation. He believes that brands are 'found' through understanding the founder's story, the problem they sought to solve, and their passion. This story then guides the brand's development and messaging.
What is the significance of having a clear 'enemy' or 'villain' in the brand story, according to Chris?
-Having a clear 'enemy' or 'villain' in the brand story helps to define what the brand stands against, which can be just as important as what it stands for. This creates a stronger connection with the audience and gives them a clear understanding of the brand's mission and values.
How does Chris relate the concept of storytelling in comic books to personal branding?
-Chris finds parallels between the structure of comic book storytelling and personal branding. Elements such as defining traits, enemies, friends, and the hero's journey can be applied to craft a compelling personal brand story that resonates with an audience.
Outlines
π Introduction to Andrew Tate and Chris's Impact
The video script introduces a gentleman named Andrew Tate, highlighting his ability to command attention and become a top internet search subject. It transitions into an interview with Chris, who has had a significant impact on the lives and careers of the interviewee's team. Chris is commended for his tools and systems that help people find joy and energy in their work, aligning with their purpose and earning potential. The conversation aims to delve into Chris's journey and his mission to help a billion people find their passion and livelihood intersection.
π The Journey to Finding Purpose and Joy in Work
Chris discusses the evolution of career paths and life choices, contrasting traditional views with modern perspectives. He emphasizes the importance of finding joy and purpose in one's work, rather than just focusing on material wealth. Chris introduces the concept of 'ikigai' and the three M's (Mastery, Media, Monetization) as a framework for achieving success and fulfillment. He shares his personal journey, from struggling with traditional career paths to finding his passion in design and entrepreneurship, ultimately leading to his current mission of helping others find their ikigai.
π£οΈ Articulation as a Path to Clarity and Personal Growth
Chris and Matt discuss the importance of articulating one's thoughts and ideas as a means of gaining clarity and personal growth. They explore different forms of expression, such as performance, writing, and video content. Chris emphasizes the need to find one's unique voice and style, and to use these to build an audience and community. The conversation also touches on the challenges of starting small and the importance of persistence and gradual growth in building a successful media presence.
π Building a Content Strategy and Embracing Evolution
Chris shares his approach to content creation, emphasizing the importance of being reactive and adaptable rather than strictly adhering to a long-term plan. He discusses the evolution of his content from focusing on design to addressing business and mindset aspects, reflecting his personal growth and the needs of his audience. Chris encourages founders to be open to change and to let their content strategy evolve organically, mirroring their journey and the culture around them.
π οΈ Overcoming Limiting Beliefs and Embracing the Entrepreneurial Journey
The conversation delves into the challenges founders face, particularly in overcoming limiting beliefs and taking bold steps in their entrepreneurial journey. Chris discusses the importance of embracing the process and the need to make big moves when growth stagnates. He shares his experiences with making bold decisions, such as focusing on short-form content and changing enrollment strategies, which led to significant growth. Chris emphasizes the need to be brave, take risks, and learn from failures as part of the entrepreneurial journey.
π’ Transitioning from Service Business to Education and Media
Chris details his transition from running a service design company to an education and media company. He explains the process of gradually shifting focus while maintaining the existing business, allowing for a smooth transition without financial stress. Chris advises on managing the 'messy middle' of transitions by maintaining financial security and gradually building the new venture. He also discusses the importance of having a runway and making calculated risks to achieve success in entrepreneurship.
π‘ The Importance of Storytelling in Branding and Personal Brand Development
Chris and Matt explore the concept of storytelling in the context of branding and personal brand development. They discuss the need for brands to have a clear story and purpose, drawing parallels with comic book characters and their narratives. Chris emphasizes the importance of identifying villains and defining traits to create a compelling brand story. He also highlights the need for founders to reconnect with their brand's original story to maintain authenticity and relevance.
π Final Thoughts on Entrepreneurship, Branding, and Personal Growth
In the final segment, Chris reflects on his journey and the lessons learned in entrepreneurship, branding, and personal growth. He discusses the importance of making bold bets, embracing failure, and continuously correcting course to achieve success. Chris also emphasizes the need for founders to understand their brand's story and connect it with their personal journey. The conversation concludes with a mutual appreciation for the insights shared and the impact they hope to have on their audience.
Mindmap
Keywords
π‘ikigai
π‘Mastery
π‘Media
π‘Monetization
π‘Dematerialization
π‘Limiting Beliefs
π‘Content Strategy
π‘Transition
π‘Risk
π‘Storytelling
Highlights
Andrew Tate's ability to command attention and his impact on internet searches is highlighted as a brilliant example of capturing public focus.
The importance of finding the intersection between joy, energy, and contribution to the world for a fulfilling career is discussed.
Chris emphasizes the journey of discovering one's ikigai and the concept of the three M's: Mastery, Media, and Monetization.
The cultural shift towards valuing experiences over material possessions and its impact on career choices is noted.
Chris shares his personal journey from engineering to design and finding his ikigai through teaching and entrepreneurship.
The Paradox Principle is introduced, suggesting that big things start small and small things start big, challenging conventional thinking.
The idea that public speaking and being on camera are fears that can be transformed into opportunities for growth is presented.
Chris discusses the importance of storytelling in personal branding and how it helps in maintaining a strong sense of self.
The concept of deliberate incompetence as a leadership strategy to empower others and avoid being a bottleneck is explained.
The significance of hiring a team that can collectively outperform the founder's individual capabilities is underlined.
Chris talks about the transition from a service design company to an education and media company without a sudden pivot.
The approach to managing a business while exploring a new venture by maintaining the existing business for runway is shared.
The importance of embracing failure as part of the entrepreneurial journey and making bold bets is emphasized.
Chris describes the process of switching to quarterly enrollments as a risky but successful business move.
The role of storytelling in branding and the connection between a founder's story and brand identity is explored.
The idea that brands are not created but found, and the need to reconnect with the founder's story when a brand loses its way is discussed.
Chris shares the strategy of identifying villains for a brand to create a stronger connection with the audience.
The transcript concludes with a discussion on the importance of getting in touch with the essence of one's brand and personal story.
Transcripts
there's a gentleman his name is Andrew
Tate you don't have to like him but you
have to respect his ability to command
attention and focus for a period of time
there he became the most searched person
on the internet and here's something
that's brilliant about what he's done
[Music]
hey everyone welcome back to the Matt
Gray show I feel super super lucky to
have Chris here today and truthfully I
know I'm not the only one on my team
that's excited all the designers and
creators on my team we're thrilled to
hear that we were having Chris on the
show he's had an amazing impact on my
life an amazing impact on the people
that I work with as well not only their
lives but their careers and I'm
extremely excited to be able to dive
into the tools and the systems that
Chris has created so thanks so much
Chris for being here today
thanks for having me on the show Matt my
pleasure
awesome well to Dive Right In A lot of
people that I work with a lot of the
founders I'm working with and founder OS
oftentimes come to me with this kind of
self-limiting belief thinking that
there's a trade-off in life between you
know you either sort of do what you love
to do but have to sacrifice getting paid
for that or you you know do what you can
be paid for but you're not going to
enjoy it and I think you're a shining
example of someone that's been through
your career journey and not only found
the intersection of what brings you Joy
what brings you energy but also
something that you can contribute to the
world and get paid for and you're not
only living that yourself but also then
helping you know with a vision now of
helping a billion people actually find
that intersection for themselves as well
I'd love to just hear a little bit more
about your journey sort of finding your
reason for being and how you're going
and helping others find theirs
absolutely Matt I believe this and there
are maybe more than two schools of
thought but I'd like to reduce it down
to two two to make it a little bit
simpler to understand there are people
that were my parents and people that are
older them their generation who had an
operating system about figuring out how
to do the responsible thing to go do the
nine to five to clock in and to play it
safe and there weren't a lot of other
options and part of that plan was to go
to university get a degree the higher
the degree the better the university the
better opportunities that you have and
you do that until you're about 65 then
you retire and then you get to enjoy
your life and with a lot of things
happening in the last 20 30 years with
admins the internet social media there
seems to be an abundance of different
kinds of opportunities and when we speak
to younger people especially Millennials
they now are more in tune with the
things that give them Joy they're less
concerned about having material things
and when pulled at least in a survey
form they will eagerly choose to do
something that has meaning and purpose
to them than to do something that makes
more money they're learning to live with
fewer things and it's in Trend with
what's going on in the dematerial
realization of things and what I mean by
that is
we now pay more to have fewer things
the iPhone you know it's only this big
but it's replacing a camera a GPS maps a
pager a web browser a laptop it replaces
so many different things and we're
willing to pay more to have less so that
we can have better experiences in our
lives so I think the culture is already
moving there whether we want to agree to
that or not it's already moving there so
here's the real challenge then to find
things that give you Joy that spark your
inner curiosity the things that make you
get out of bed that Propel you forward
versus to push you and I think this is a
really
uh interesting phenomenon for all of us
to solve whether you're 12 22 or 99
years old to find work that you love
that gives you meaning to give you
purpose and when you find that to figure
out a way to make money from it and so
there's the thing that I'll refer to as
I'm working on this is still kind of A
New Concept it's called the three M's
the first part is Mastery to have put in
your 10 000 hours to be able to have
learned how to do something that you're
skilled at and this is very important
and in a step that we cannot skip so
many people see young people achieving
things online and most of it's not real
and then they start to tell themselves I
can skip all the steps I don't actually
have to be good at anything I can live a
great life but I think you have to have
Mastery over some skill now what is that
skill it's not like what it used to be
it's not like a four four-year degree in
an undergraduate studies in in Bachelor
of Arts or something it could be in
copywriting or social media marketing it
could be in Building Sales funnels or
something like that once you have
Mastery you move to the second part
which is understanding that all
companies companies of one with only one
employee become media companies that's
the second M to understand how to use
and capture attention to create media
we're all Publishers of content we're
all media companies and when you can do
that at scale and be able to tribe and
Community around that you get to the
third part which is to monetize so
begins with Mastery it goes into media
and then then you can start to think
about monetization in that order
sometimes we get the order mixed up and
it causes a lot of grief for us I love
that so yeah the order of going from
Mastery to Media to monetize and so when
someone's you know they find themselves
maybe an adventure or working for
someone and you know they're burnt out
they're not enjoying it and they want to
move towards really finding what brings
them Joy oftentimes I'll Point them to
the framework of icky guy right and
helping them find their intersection
between you know what they're good at
what they can be paid for what they
genuinely enjoy doing and what the world
needs and is a useful framework to then
finding sort of what's that Center
intersection of these four quadrants
that is going to allow you just to jump
out of bed in the morning and find a job
that you know you're not looking at the
clock day after day that it's something
that you know genuinely brings you Joy
and is kind of your greater purpose and
what you can contribute to the world I'm
curious what's been your journey of
finding your personal icky guy I did
what many people who do who are my age
I'm 51 years old this year right so I
did what I thought was the right thing
and I found that that was not a good fit
for me I did not excel in the
engineering computer science space that
was what my brother my older brother was
very good at and I couldn't even get
into the schools that I applied to for
that major so that was the world telling
me who are you trying to kid at this
point it wasn't until I found design
that I started to find some direction
and got some traction and this is the
first clue to everyone when you could do
something without a lot of effort and
you seem to do it better than other
people were trying real hard it's a
really good clue so you could be an
amazing skateboarder or bmxer or maybe
you do like cross points pitching or I
don't know what you do but if you do
that and you're like barely trying and
you're like oh my God I'm smoking
everybody
that's a good clue what happens is we we
get really like like we get uh that
adult voice in us and said I feel
responsible for us to do that's not
practical or pragmatic who's gonna ever
pay for this and you you kind of Silence
that voice inside of you for a little
bit and I'm not sure that that's a
healthy thing to do that's society
imposing a very specific framework on
you they say that people who are
successful people who do well who are
respected in society don't do things
like that but that inner creative voice
and you need to fight all those external
voices so that that creative person can
be allowed to explore and find something
so when you do things that give you Joy
that you do with relative ease where you
lose track of time is a pretty good
indicators to what you should be doing
so once I found design I went to design
school I started to excel I started a
design company and for 20 plus years I
grew that design company to making
multi-million dollars every single year
and I got a lot of creative and
financial reward from that but that was
on only one half the equation because I
was still showing up doing work for
other people that was fulfilling to me
to some degree but didn't serve the
larger need of one-fourth of that
equation from the ikigai which is what
does the world need the world does not
need another commercial or a music video
we we have to be honest with ourselves
when we say like yeah it serves a very
specific purpose but it's not elevating
Humanity no one ever stayed up late at
night thinking wow that commercial
really changed my life rather not in a
positive way at least they could say
that commercial really annoyed me you
know and it's irritating I have to keep
seeing the same ads over and over so
when I was able to dovetail teaching my
other passion with my I guess my
expertise in entrepreneurship and my
love for design and production then I
started to find Mikey guy I love that so
you have your you know love for design
and this passion for teaching and kind
of merging those to find your real
reason for being now as we move on to
then that second pillar of figuring out
this media piece how did your journey
then go on to sharing your journey with
you know thousands of people and now
Millions with the vision now of helping
a billion people find that intersection
of you know doing what they love and
making a living you know how do you kind
of think about that media piece yourself
and for those out there that are maybe
struggling to get started you know what
do they do okay I I think it is
sometimes misleading to look at what
somebody's doing today and assume that
that's the way it always was yes we do
have a decent sized following now on
different social platforms but just
remember everybody that's great today
started out somewhere not dissimilar to
you there was a time when we had a
couple thousand subscribers to our
YouTube channel when we would be
thrilled to get a couple hundred views
per video and that was exciting for us
that meant two or three hundred people
were excited to see it and we're showing
up on a regular basis to watch our
videos and we should not take that for
granted somebody told me this before I
don't remember where I saw it or heard
this but if they say if you have a
thousand or two thousand followers who
show up pretty regularly to your
Instagram content to your YouTube or
your LinkedIn post think about how many
humans that is inside a space that's a
lot of people that's enough to feel a
sizable church or or a large Auditorium
and we then sit there like well I'm not
getting hundreds of thousands of well we
became jaded pretty quickly so what I
want to do is to tell everybody it's
very important for you to learn how to
articulate your thinking your ideas and
your opinions to other people but it's
more important that you practice
articulating thoughts because you gain
clarity through articulation that's a
quote from David C Baker in this book
The Business of expertise you gain
Clarity by speaking or sharing your
ideas to the world articulation could be
performance interpretive dance it could
be music it could be written words like
you're really good with Twitter or
Instagram or it could be recording video
on YouTube you have to find a lane that
suits you ideally and we have to be
really honest with ourselves if you have
an amazing voice and let's just say
you're not that good looking do podcasts
do voice over work that could be just
really fulfilling you know I listen to
those people who have those amazing
voices like the trailer voice guy I'm
like wow what is skill that is just by
opening your mouth you're amazing and
some people are just very statuesque
they have high cheekbones and they just
look good no matter what camera angle is
being used on them well if they're in in
that space where they're modeling or
acting or being a public figure they're
using that to their advantage so look at
what your mama gave you what the what
whatever religion you believe in what
God gave you and just try to harness
that because that is what makes you
unique yeah no I see that a lot with uh
Founders and I'm guilty of it even in my
own life sometimes you know you see
someone that's so much further along the
journey and you just want to get there
now and it's very similar to you know
almost wanting to take the elevator to
the 10th floor when really you just need
to focus on taking the stairs and just
focus on that process of just getting
one percent better every day you can't
just fast forward and get to where they
are now there's a whole journey you're
not seeing that's got them to there I'm
curious you know there's a lot of
Founders that I think deal with you know
they they know that they have a real
history on a skill they know they want
to start building out their personal
brand building an audience and building
a community and a livelihood around it
but there are some of these limiting
beliefs that they hold that keep them in
this sort of action sort of paralysis
mode I'm curious you know you're someone
that clearly has you know you've taken
the stairs you've put in just the daily
action for years now to build a very
vibrant audience in a community speaking
globally you've written a book you have
a YouTube channel of millions of
subscribers you know what are some of
these other limiting beliefs that you're
seeing with Founders and a couple
strategies maybe to help them overcome
those yeah this is going to be a big
reframe and I'm working on a series of
ideas called the Paradox principles I
think Paul Arden already wrote or
already figured out the best title for a
book and the book is called whatever you
think think the opposite and I really
believe that like we think the path to
getting our fame fortune and whatever it
is we want in life is to take this
Express bullet train elevator up to the
top and Skip all the necessary steps but
I know this people who are in love with
the journey in the process will go much
further and farther than people who just
want the result because what happens is
when you don't get the result that you
want in the timeline in which you
figured out for yourself which is
artificial to begin with then you get
frustrated and you get discouraged and
then you stop and you try something else
and you can spend 5 10 15 25 years of
your life going from one thing to next
never finding a thing that you're good
at and becoming a jack of all trades and
not being valued by the world so I think
what we have to do is take a big step
back so one of the Paradox principles is
big things start small and small things
start big I want you to think about that
I want you to process that okay so what
what did I just say small things start
big I'll give you an example the hope
that most people have when they first
start in content creation whether you're
an entrepreneur a new graduate or
whatever is you want that Viral hit you
want the dopamine hit you want the
social credibility the social proof of
having a monster hit and let's say for
whatever reason everything is in
alignment the universe is smiling upon
you right now and that first tweet that
first video blows up like crazy and you
think you're going to be really happy
and the truth is you're going to become
miserable and I'll tell you why so let's
just think this through your your
wildest wishes have come true you've got
this monster yet what are you gonna do
for an encore what is the sequel going
to be and now you're going to stress out
and you're going to do one of two things
you're going to make another video or
piece of content that is exactly like
the first piece of content and it could
work and then before you know it your
pigeonholed into doing something that
you don't even love and you feel trapped
every time you try something new your
fans hate you for it and you don't even
love this and now you keep showing up
forced to make this thing or you're
gonna have to start all over again so
it's not even a thing that you want to
have happen because there's going to be
a period of time which you need to
explore in relative anonymity to find
your voice the subject matter that you
want to speak on and your style of
delivering it and this should happen
kind of in the cover of night so that
people aren't overly examinating
examining what it is that you do and
being overly critical and saying you're
stupid I hate your face and I hate your
voice and don't you know that's not how
you record video or audio yeah yeah I
know because it's my third video
Everybody chill out so I think the way
to go is to make the commitment to
yourself that I'm on a journey of
self-discovery of personal development
and this is just my form of public
journaling and it's important for me to
share my thoughts just so I can learn
about myself I was listening to the
person his name is ask Vin and he's on
he's big on Instagram now he's got over
a million followers right and then
teaches people about public speaking and
learning how to use their voice because
it's such a powerful instrument he said
that we all need to practice
storytelling and why is that because we
need to have a strong story of ourselves
so that when someone else tells us who
we are we have something to compare it
against so if you know who you are
because you've practiced telling your
story and you've gotten to know yourself
when someone says you're an idiot you're
a jerk you're selfish you're being
greedy well that doesn't align with the
story that I know about myself so
therefore I'm not going to put too much
weight and give this too much gravity
it's not going to tear me down if you
don't practice telling your story if you
don't know who you are you're going to
ride the High highs you're great you're
amazing person Matt or you suck you're a
scammer you're stupid this is unreal and
you're gonna ride between the highs and
the lows the Peaks and the valleys and
that's no way to regulate your emotion
in your state yeah I know that's a great
example and a great way of looking at it
I think
this idea of kind of going from you know
feeling like you need to produce
everything to just more sharing your
journey and documenting your journey of
self-discovery is a beautiful way of
kind of looking at building out your
content building out your brand I was
actually speaking to a creator with
around 30k Subs uh just yesterday and he
was looking a lot of his videos and
feeling pretty perplexed around his
YouTube content strategy he had a couple
hits that I got in say a million uh
views that had brought most of his
subscribers but the truth was similar to
what you're saying Chris he didn't want
to double down in that area and just
become known for that content and I
think felt a little bit pigeonholed of
recent I've really been trying to get
back into the foundations of like why am
I making content and for me it really
comes down to helping people and helping
people solve real problems that they
have and I think sometimes in the day
and age we live in of followers and
Views and subscribers we can get lost in
just the the root of it all which
oftentimes is inspiring and helping
people and so you know I was talking
with this gentleman Tom around you know
let's go and kind of survey your
community and what are the problems that
they're having let's put those into
question statements and let the problems
that they're having dictate sort of some
of the content we're going to produce
we can find joy in that we can find joy
in helping people and at the end of the
day that's really why you got into this
in the first place I'm I'm curious as
you're sort of building out your content
strategy and you're across all these
platforms you know and you know you're
super far along in your journey I'm
curious over the years how you've
thought about building out your own sort
of like content strategy I I wish I
could tell you Matt that there was this
amazing three five six year plan on our
content strategy I'm I'm much more
reactive in terms of like how I do
content it's not planned out very far I
think that's kind of important I I think
one of the differences in the late night
talk show hosts here in America between
somebody like Jay Leno and David
Letterman and it's from what I can
understand is David Letterman will
record a week's worth of content in one
day whereas Jay would record it every
single night because he wanted to react
and respond to what's going on to be
very topical relevant right the audience
can't tell but they can feel something a
little bit off like why isn't Dave
responding to it what just happened on
Wednesday or Thursday because it didn't
happen for him if he recorded on a
Monday or Friday and so I think for me
the channel is evolving all the time as
I'm evolved solving and the channels a
reflection of me where I'm at my
emotional maturity my intellect what
I've learned and what I care about in
this moment so oftentimes people say I
remember when this channel was about
design well you know what I decided I
don't want to talk about design so I'm
going to move and I'm I'm gonna do what
I do because no one's paying me to do
this and that is my art form and that's
what gives me joy so tomorrow if we want
to decide to go back to design because
that's what gives me joy that's what
we're going to do and if people find
that to be valuable and entertaining
they'll continue to watch and if not
that's totally okay too because you know
we all grow and sometimes we grow apart
sometimes we grow together and I I think
we have to kind of be faithful to that
so there isn't a giant media strategy or
plan here all I know is I look at our
numbers and I ask my team all the time
what can we do better what is working
and and where what direction do we want
to go in right now everybody's talking
about AI chat gbt how it's going to
impact the industry so yeah we're going
to be talking about that we're going to
dive deeper into that because we're
feeling that as well we want to reflect
the culture yeah I love that approach so
yeah there's an element of it's less
kind of written in stone it's very much
a dynamic almost growing organism here
that you're constantly kind of you're
watering it a bit you're letting it grow
you're looking at some of the patterns
of what's working what's not and it's
more of a it's a system it's a process
versus something that's like written
down solidified and stuck to necessarily
for a long period of time yeah so what I
think people think about is there's this
giant forest and that the forest is
always one type of tree and it's always
going to be one type of density but we
know this is not the case when you reach
the edge of the force you're going to
enter into a different topography
different water system and it might be
an open grassy plane who knows or it
might be really Rocky and Barren for a
little bit and so I don't want to go
there and and plan my my entire life
thinking it's always going to be a force
it's always going to be a desert I need
to be be prepared to expect the
unexpected and adapt up to what's going
on the example is this when I started
out we talked mostly about design and
topography and then as we evolved I
found that there were a lot of creative
people who were saying to me I know what
to do with design there are many
resources out there for me to learn that
better faster cheaper and I accept that
teach me about business how to run a
design business because I'm not finding
that anywhere so then we're at the edge
of one force at the edge of the circle
and now we realize there's a whole
different world and we start to make
more content teaching people about how
to run a design business and to my
surprise there are a whole lot of people
who started showing up it's like we
really need this no one else is doing
this for us so as I teach them pricing
principles negotiation tactics and
strategies I feel great but then we run
into a new problem and the problem is
this and you're pointing to it right now
and if people haven't figured it out
it's like I can teach you all the tools
in life and you will not be successful
if you do first do not believe that you
could do this so there's a there's a
belief system that I have to dismantle
in limiting beliefs scarcity my mindset
those are the things I need to solve and
once I work through that then people are
asking me well how do I teach this to
others Chris so now I have to like okay
what's the next edge of the force and
you're going to continue to grow and
evolve or you're not and that's okay too
you know and I love that lens of you
know younger in my career I oftentimes
was so focused on outcomes you know
growing a business of this much revenue
or I'll be successful when I exit and
that constant Chase of an outcome while
from the outside I looked maybe
successful in inside I was dying I often
felt like I was a failure wasn't doing
enough because the outcome is just a
quick moment in time kind of like the
edge of the forest you just described
but along the way there's this whole
journey and when you're so addicted to
outcomes that journey is just miserable
as I've kind of gotten older I've
realized that you know building
companies much like life is much more an
internal game and Leadership is much
more of a habit of mind I'm curious is
your kind of you know going and helping
Founders out there you're helping
designers build their business what are
some of those like internal sort of like
mindset shifts as well as habits that
you think are important and still to
have that sort of grounded approach to
entrepreneurship I think the thing that
separates entrepreneurs from
entrepreneurs is they do love the game
they just show up to play the game and
that's really important to them that the
money the success and the fame are just
byproducts of the Love of the Game
they're there no matter what and they
find joy in that and so I think if
you're doing something as an
entrepreneur that's not getting you out
of bed it's it's time to have a hard
conversation with yourself to say like
why am I doing this why does this matter
and sometimes your first second third
stab at it isn't the thing that you need
to be doing and to be in dialogue with
your inner child to figure out like when
you were three five seven years old what
is it that you love to do
and and I'll give you the example here
when I ran my design studio I got to a
point in which I was starting to phone
it in and I started to kind of
I started to
feel a certain amount of pain showing up
to work every single day like I was
thinking and counting down the days into
which I can retire and walk away from
the business if that's not a clear sign
I don't know what is right when you are
driving up to your own company pulling
up to your own parking lot and dreading
that day it's time to make a change and
I just didn't realize it at the time
that there were more options available
to me other than the path that I was on
in that moment and it took a couple
external influences to get me to change
my thinking around this and open doors
that didn't even know were closed and
someone my wife started to plant this
seed in my brain which is I know you
love to teach could you use your time
better to teach more people
instead of teaching 7 or 10 students at
a time is there a way to do this and I
didn't have the answer and then my
friend Jose comes into my life and he's
like patient should we like try to start
an education company together like how
does one do that well I think the first
part is just to build awareness let's
get on to YouTube and I was resistant to
that whole idea because I'm like I'm not
getting on YouTube so you can see like
if you keep an open mind and you're
attuned with what it is that gives you
Joy and makes you happy then these
obstacles or these threatening ideas
actually aren't threats but they're
invitations to do something new
different and Bolder and I'm so glad
that my friend and my wife put those
seeds in there because they grew into
this amazing Garden that I could not
have predicted where it was going to go
so part of the entrepreneurial journey
is to remain curious to keep an open
mind to new things and move in the
direction of your fears I'm testing out
this concept that fears are actually
road maps or blueprints they're not
something to be that you should run from
but run toward words because every time
somebody brings an idea that challenges
you that kind of offends you or hurts
you a little bit it's actually a good
indicator that that is probably
something that you need to address and
resolve in your life and and until that
no longer gives you pain and for me it
was like public speaking be on camera
and inventing a new business model and
detaching myself from the old business
model which I spent 20 years building so
if you remain flexible and Nimble and
agile these obstacles that present
themselves in your life will not be seen
as obstacles they'll become
opportunities and I really believe that
yeah I love that mindset I think it
reminds me a lot of Naval ravacant the
idea of easy decisions hard life hard
decisions easy life and similarly yeah
you know following your fears leaning
into the discomfort versus running away
from it and I think that you know yeah
when we look back on our life and we're
doing the rocking chair test when we're
85 we'll be most proud of those moments
that you know in despite of the fear we
still move forward towards the fire and
sort of you know stared in the face and
lean into those things versus shying
away backing down and then living our
life with wondering what could have
happened if we had just overcome it and
maybe face those those obstacles face
those fears and and risen to the
occasion I'm curious is your kind of I
think these transition phases for
Founders and humans in general are just
so tricky uh the things that like were
never really taught how to navigate and
from your story too it's interesting
like I find it's also hard for humans to
understand the opportunity cost of
something like you may be working on a
company that you've built and you know
it's going fine it's putting money in
the bank it's not exactly you know what
you want to do uh but you know it's what
you know you're in that habit of doing
it and so you kind of just stick with it
not knowing that you know if you had a
more abundance mindset there's actually
a thousand other things you could be
doing that would bring you so much more
joy make you so much more money
um you just kind of need to be okay with
staring that transition in the face and
you know being curious and opening your
mind to other opportunities I'm curious
if you have any other tips for people
trying to manage those messy transitions
I think that's a really good thing that
you bring up there and a lot of times we
get caught into patterns and routines
really quickly and sometimes they're
inherited from our parents in terms of
like hey here's a business and we're
doing really well don't you want to make
all this money and you do that or it
could be about a belief system and you
get caught up in that so I think it
doesn't always have to be like quitting
cold turkey and making a hard 90 degree
pivot so I want to just explain like how
I was able to Pivot from having a
service design company to running an
education and Media company and
oftentimes people are like wait how did
this happen so there's the thing that
you do right now that pays the bills
that keeps the lights on that brings you
some Financial Security it's kind of
important for you to maintain that but
for you not to put all of your emotional
and creative energy into it so that you
leave some room to explore something
else and so for me having run this
service design company for 20 or so
years at that point is going to run
itself now left uncheck it will run
itself into the ground but there's a
period of time where it can run by
itself with the team that I have in
place while I work on the next thing so
during our management meetings which
we'd have every month or so I would tell
the team your job isn't to make a ton of
money your job is not to lose money
that's it if you can maintain this
you'll help me to build Runway while I
build another company and when we're
ready we're going to have this
transitionary period where anybody and
everybody is invited to join me on this
new Venture now of course this scares
people right away right because they're
saying Chris no longer cares about the
main Mothership how we make money and so
some people quit they didn't quit on the
day but they did quit eventually and I
can tell because they didn't see a
future in this other company and I get
that a fear-based mindset I got it but
once we were able to establish the
second company it's kind of like a fader
on a mixing board where you're switching
from record a to record B and it doesn't
have to be this hard thing you could
just be very gradual so it took us about
two and half years to figure out the
business model to make sure there was a
good product Market fit and to build a
customer an audience base such that when
we decided to make the complete switch
it wasn't so scary to do and so that
messy middle doesn't have to be as messy
and as crazy as you think I often advise
entrepreneurs who have a job and it's
it's a good paying job where they're
like oh Chris I'm gonna quit I'm gonna
put in my notice I'm like hold on how
much runway do you got if you don't have
more than six months Runway I suggest
you enter into a very lean period in
your life where you get rid of every
expense that you don't absolutely need
and there's lots of stuff that you don't
need sell off everything that you don't
use and love on a daily basis and then
make sure you're living as frugally as
possible to extend your Runway and then
commit to the next three to six months
as to making as much money as you can in
your business while you're trying to
spend as little so that you can extend
the runway in the meantime worthwhile to
sound out little trial balloons set up a
web page start to work on Crafting your
message and creating an irresistible
offer and see if you're getting takers
for a period of time it'll be very
difficult because you'll be essentially
working two jobs your day job and your
passion job so keep working on that
until you get some proof that the market
wants this needs it and then you can
make that jump and you'll have the
runway and you won't be stressed out of
your mind yeah I think that's a
important uh note there like I related a
lot to you're almost like Tarzan on a
swing in the jungle you know your
existing Vine you're swinging on is your
existing job you're going to eventually
go and latch on to another Vine in the
jungle and that's your new transition
that you're making to either starting
your own thing or your next thing and
then you know eventually slowly you're
going to swing to the other and
gradually let go of the other end I
think you know it can feel uncomfortable
but you know yeah if you're managing a
Runway properly and you kind of just
develop the mindset that hey it's okay
this period may feel a little bit weird
it may feel like I'm managing quite a
few things you know I don't think people
talk enough about that that stage but
it's an important one that many of us
have gone through and yeah you don't
want to be making any just rash
decisions to quit if the runway's not
there you've obviously built a number of
businesses now that are you know in some
set respects running on autopilot you
know you've built systems on them so
that they can scale you've hired great
teams of people and gotten the right
people in the right seats what are some
of like the core systems that you think
often get ignored when founders are
trying to put their businesses on
autopilot very good question first of
all you need to make sure your
operations are in place that you have a
good sales and a marketing team those
are the three critical parts so you need
to have a marketing team so that there
are new leads coming in all the time you
need a good sales team because those
leads have to be converted from warm
interest to hot to purchasing and once
they're sold you have to deliver on the
goods so you need a good operations and
a production team and if you have those
three parts in place they don't all have
to be excellent but at least you can run
the company to a degree in which you
don't have to be Hands-On you don't
become the bottleneck for everything one
thing that I practice is deliberate
um incompetence right like I know how to
do lots of things but if I do all those
things basically everybody will give me
all of their work to do so I want to
practice deliberate incompetence and say
you know what I don't know how to set
this email server up I don't know how to
write this marketing campaign can you do
this and then people do and you give
them a space to explore to learn fully
realizing accepting that they'll never
do it as good as you and that's not the
point of hiring people they will do it
their way and if they're 80 of what you
would do that's 80 more than you would
have done by yourself and so if you hire
enough people the sum of everybody's
effort and input will be greater than
yours and I want entrepreneurs to get
over this idea right because a lot of
times people will not delegate their
workload to someone else because they
keep thinking I'm I'm the most capable
of doing this when you can say that and
it's real and it's truthful it means
you're hiring lower quality Talent this
is where where guy Kawasaki talks about
this he says a players hire a players b
players hire C players they hire people
worse than them because they don't want
to be shown up and so they just inherit
more work or the third thing is you just
don't pay enough money so you're not
really attracting the right kinds of
people and the last one is a mindset
thing which is do you truly believe
given any specific task you are the only
and the best person in the world to do
this probably not my designer friends
struggle with this concept like you're a
good designer are you saying there's no
designer that is better than you well
I'm not saying that well you're good at
illustrating are you saying you're the
best no I'm not saying that either but
you act like it so why don't you go out
there and find the best designers and
illustrators to work with who don't want
to take on the risk of Entrepreneurship
don't have that drive but are excellent
and have and have Mastery over their
skill why don't you hire them give them
a great paying job treat them well give
them a lot of autonomy and everybody
wins in that way yeah you bring up an
interesting aspect that I think a lot of
people struggle with too which is you
know use it maybe a specific example you
know we all want to go and hire the best
you know and we want to go and hire
those a players early on though when
you're just getting started oftentimes
it's difficult to hire that caliber of
person so for example you know you may
be starting off you're building your
business you're seeing all these amazing
Brands being created by baby some of
your favorite branding agencies and
you're like that's the kind of brand I
want to have and I know the kind of
people I want to do that but I got 20K
in the bank right I'm curious you know
what that specific example of you know
you want this kind of high-end brand but
you're at where you're at with only 20K
in the bank how do you kind of navigate
that decision given your resources there
are two options that you can do if
you're a good practitioner and you're a
good teacher and entrepreneur what you
do is you hire someone who has a lot of
potential but is raw and unrefined and
they're like that diamond in the rough
and you bring them in then you coach
them up so together you can do something
that's really good they'll get you 70 of
the way there and through coaching or
just you getting your hands in the work
itself you can get it to 100 let's take
copywriting for example you can say you
know what we need to write
um we need to create a campaign to
Market this company I want you to go
back and I want you to write up a
hundred headlines and I want you to
write a couple different strategies and
just go through that you give them
feedback and say okay I love these none
of these are working let's try again you
know until you get to that a place where
you both can see like wow that's really
good we love that so that you only have
to step in and intervene at very
specific points in time and allow that
person to explore and come up with ideas
the two of you can work together if
you're strapped for cash I recommend
doing it that way there's a different
way to do this though which is to say as
the entrepreneur you're supposed to take
all the risk because as Peter Drucker
has said all profit comes from risk so
what I would do in some instances I
would say I need to hire that company
they're going to make more money on this
job than me in fact I might not even
make any money at all because I'm just
going to buy the talent and people will
say well that's irresponsible as an
entrepreneur you're supposed to run
every job profitably I don't think so
especially when you're starting out if
you hire that company or that person
that can do this work at a very high
level and it's a gamble keep in mind
they hot they knock it out of the park
for you you got two things going for you
now you have definitive proof that your
studio your company your agency has been
able to do work at that a level which
you've always admired you just bought
the talent for for a very affordable
price at this point and you get to say
especially if it's a name brand person
we got Jane Smith to work on this you
know like we have that reach and we can
pull out the best artists in the world
to work with us the best writers the
best editors and the composers to work
with that's the kind of talent pool I'm
working with and so those become tools
or things within Your Arsenal to be able
to go out and sell better and if you
continue to do this what you're doing
what you're going to do is you're going
to continue to trade up until you can
work with the Nikes of the world and be
able to have a serious conversation with
them and show that we have ample
evidence and proof that we can do this
and play at the highest levels yeah I
love that way of looking at it I mean
yeah at the end of the day the profits
come from you know taking risk and every
decision you make as a Founder is a bet
and our job is to you know you make
those bets and uh you know sometimes you
know you just need to be bold and and
stared in the face and kind of make
those bets that you believe in to kind
of level up I'm curious as you've been
building the future and I really really
resonate uh with this vision of helping
a billion people find you know what they
love to do and make a living from it
what are maybe you know one of those
bets that stand out over the last few
years that's been a bit of you know
something that kind of you know made you
shake in your boots maybe a little bit
but you know you made the BET and it was
a bit of an inflection point or
something that really paid off you know
every time we have a flat gear where we
look at a revenue preview again compared
it to the previous year and we're not
really growing by much those are times
in which you're going to see me make
some big moves right so what happens is
and I learned this from my business
coach is that we think Business and
Entrepreneurship is kind of a linear
graph that if you just keep doing what
you do you're just going to keep going
up but in truth it looks something like
you're going to have a little bit of
like that hockey stick growth and then
it's going to Flatline for a while and
what gets you to the next level isn't
doing the same thing over and over again
as that expression goes what got you
here won't get you there and this is the
mistake that a lot of entrepreneurs make
they just tried to grind and squeeze out
every single thing that they keep doing
well to see if they can get to that very
next level you can't it's a whole nother
game different levels of competition you
need to hire different teams you need to
think and behave differently so we have
had many moments where we go like this
and we Flatline and then we would try
something else and then we have another
growth I'll give you a couple of
examples let's talk about content for a
second I remember my friend my internet
friend at that time Brian Elliott he and
I were talking he has a channel called
behind the brand he goes Chris you know
you should really be utilizing shorts
right now I'm like yeah I see them
popping up is this the thing he goes yes
and you need to do X Y and Z and you got
very like tactical with me like this is
what you need to do after the call I
called up my team say everybody I want
for the next month for us to just pump
out shorts and here's what you need to
do and I gave them the exact same thing
that Brian told me to do on my team
keeps working on this and I said stop
doing whatever else you're doing just
work on short and they do it they don't
believe in it because it's like vertical
video that's stupid it's a minute long
how do we tell the story how do we teach
anything and then keep doing it and
doing it and we're not going anywhere I
don't remember about 21 days into it
we're having a meeting and then Chris do
you still want to keep doing this should
we abandon ship and go somewhere else he
said yeah keep doing it let's see what
happens I swear to you two or three days
later a mo who's on the channel quite a
bit he's like Yo dude are you seeing
this video I'm like what video this
video does taking enough like no and I
keep looking for it and I'm like I only
see this other video that's got 400 000
views the one that you said has 200 000
I can't find I wonder what's wrong it's
because in the time in which he decided
to call me and when I looked at the
video again it had grown by 200 000
views we've never had anything grow that
fast it was our first bona fide viral
hit and then I am so excited I'm like
calling the team like you see everybody
you want to quit you want to quit before
it gets good and what we have to do is
say we have to believe enough in our
plan that there's an opportunity here
and instead of quitting when things
don't work we have to figure out what we
need to do to make it work and in that
year we grew by almost a million
subscribers mostly due to shorts and
that's just one example and there are
many many examples like this I'll give
you another example from a business
point of view I told my operating
officer Ben we need to switch over from
monthly enrollment to quarterly
enrollment and we're going to close down
the times in which people can enroll in
our coaching program it's like okay so
like on the eve of us flipping the
switch he's like Chris I need you to
look at some data
and he's going through line by line he's
very good at doing this he's like you
know here's the churn rate for everybody
that joins us on a monthly basis 25 of
them stay on and they stay on for four
months my fear is if you force people to
join on a quarterly basis and you close
down the enrollment period to a week the
first week of every month we're not
going to have any business and they said
to them Ben I hear you you make a lot of
sense this is really strong stuff that
you're saying here but let's just roll
the dice let's see if it works and he's
like okay and you know what we sold more
enrollments than we ever had in that
period and he called me up right away
he's like I was wrong I was wrong boss
I'm like cool so this is what I'm
talking about like when you need to make
some big Innovative move in order to
grow your company to the next level
you're gonna have to try lots of weird
things that are not going to work we
have this explicit agreement with each
other we want to make a lot of small
bets and I'm willing for seven or eight
out of ten of them to fail totally we
just need two ideas to work and so we're
not sitting there thinking we'll never
try a new idea because we're afraid of
failure in fact we Embrace failure as
part of it and we say you know it could
blow up on our face it'll be okay but we
we have to be willing to try to be brave
enough to try yeah no I have a similar
story that really influenced my approach
to building things you know when you
look at the first mission to the moon
and you look at the line of when people
when they took off from Earth and then
when they made it to the moon people
think that it was just this kind of
straight line there but when you
actually looked at the trajectory of it
it's just a wobbly line that's up and
down up and down up and down thousands
of times all the way to the moon and the
mission was successful and it wasn't
because you know they calculated it
perfectly and they went from A to B as
efficiently as possible the reason why I
was successful is because of Correction
you know constantly kind of like when
the moments were down they corrected it
to get it back on track and when they
went off track back to on track and this
kind of continual process of of
correcting things and getting things
back on track letting things break and
then fixing them is oftentimes an
overlooked part of the whole sort of
founder Journey one thing you've touched
on a lot too which I think is another
thing that people lose track of or
they're they struggle with is this
concept of Storytelling I think that
Founders are oftentimes building a brand
and then when they think about their own
personal story their personal brand
they're not sure how these two things
connect and are interwoven and from a
lot of the talks and the content that
I've consumed from you Chris you know
I've learned a lot about things like you
know defining traits enemies friends and
you know how this these are kind of
defining elements of a story and I know
you know as a younger man you're you've
kind of grew up with this passion for
for comic books Marvel and curious kind
of how you look at like the founder
journey and weaving that into your brand
I think I was talking to one of my uh
friends Tim molini who's like uh the
chief strategy director for one of these
large multinational conglomerates and he
said you know Brands aren't created
they're found and they're the word found
is very important because in the word
found as Founders you know it's like
they're connected so when people are
like we're going to create a brand
brands are not created we have to go
back and figure out why this company
exists in the very beginning so if you
go back in time you say at some point
somebody found a problem and they wanted
to provide a solution and they were very
passionate and they made this their
thing to solve and they worked on this
and as they became more successful they
would hire more people it would start to
grow and grow and to such a point the
founder doesn't even know who works
there anymore they're no longer
connected and if you just do this over
years and decades eventually we forget
who the founder was really and what
their story was about and they lose
their way they literally lose their way
and the people who grew with that brand
say like this no longer reflects what's
going on like this car company no longer
stands for excellence in engineering it
no longer stands for this kind of
performance and they then grow out of
love they fall out of love with the
brand and they lose their customers then
they lose their way and then you'll see
for a period of time the financial
reports will be great they'll Flatline
and they'll go and Decline and that's
when they start to freak out so they
bring in external Consultants to come in
and help them to ReDiscover the
Founder's story to point them back in
the correct direction then they'll trim
their product line they'll change their
messaging they might go out with open
hands and say we're sorry we messed up
we've lost our way we're going to find
our way back and thank you for sticking
in there with us there was a great
campaign the Domino's Pizza did to bring
back their customers they had heard so
many complaints about their crappy Pizza
that they spent an incredible amount of
time energy and money to re-engineer the
pizza so that they think it's good and
what they did and they did this pretty
cool they would go to a bunch of
influencers they're like we're just
going to give you pizza if you love or
hate it let us know and they started to
change people's mind about this and so
like Domino's lost their way they became
more about efficiency and getting you a
pizza that tasted like cardboard and
today you know like I'm not ashamed to
say it like I actually like dominoes now
you know they fix some problems the best
pizza in the world no it's not but it's
a vast improvement over the way it used
to be made and that's getting in touch
with that now when we talk about
branding it's a buzzword it's
misunderstood and I'm trying to find a
fun way to explain very complex Concepts
in a way that people can it's like yeah
I can relate to I understand that and so
I find all these parallels between
comics and this way they're structured
and in the development and the telling
of a personal brand lots of parallels
I'll give you a couple I know you know
some of them but since giving that talk
it's evolved several iterations okay the
first thing that you need to know is the
most popular characters in pop culture
and media and in comics have an
incredible cast of villains some would
say the villains have to be better than
the hero because it gives us something
to root for the better the villains the
deeper our connection with the hero and
so many of us on social say like well
I'm all for this sunshine in kittens and
love and peace well you're saying things
that are true but pretty useless and the
rear boring so it's a much better
strategy to say like I'm for this but
I'm really against this to identify who
the villains are and we need to find our
arch nemesis the exact mirror and polar
opposite of who we are so if you stand
for sustainability you need to look at
companies who are truly destroying the
planet and call them out by name there's
a gentleman his name is Andrew Tate you
don't have to like him but you have to
respect his ability to command attention
and focus for a period of time there he
became the most searched person on the
internet and here's something that's
brilliant about what he's done whenever
he gets into a little bit of trouble he
says it's the Matrix and it's code word
for all of us like we're like are we
living in The Matrix are we being
controlled and manipulated and he Taps
into something without explaining to us
what it is and whenever he's asked in an
interview what is the Matrix he goes the
Matrix is everywhere he's like literally
repeating lines from the film it's all
around us and nobody wants to be
imprisoned especially in America where
we value and change Champion freedom and
free will you just have to see the
Matrix and we have a reaction so every
time something bad happens to him he's
like the Matrix try to shut me up the
Matrix tried to cancel me and they could
not do it so he's tapping into something
right and other companies have done this
really well take for example Dr Squatch
you know Dr Squatch is Soap Company yep
okay Dr Squatch came out with his viral
ad and the one that got me involved in
in terms of becoming a customer was like
you know you're a man you're not a dish
I'm like what and you throw a dish
against a rock you're like you know
there's big soap and they're full of
detergents and chemicals and you're not
a dish and so they created an enemy out
of nothing like there was no such thing
as big soap are you kidding me so they
used language that we're familiar with
big tobacco Big Oil right and as as an
independent person who championed small
Brands and and like loving the rebel
Spirit we hate anything that's big so
all you have to do is call it Big and
you're done and again they trigger a
response in us and I'm like you know
what I don't know if I need a new bar of
soap but I'm against big soap for sure I
am it's not going by the soap and I've
been a subscriber for years now sold
um no I love that quote too of you know
brands are found and I agree our job as
Founders is to get in touch with that
story and and to get in touch with the
essence of Our Brands
um Chris this has been a ton of fun I've
learned a ton and I appreciate you
sharing all these stories these systems
these tools with the community
um folks if you're interested in
learning more from Chris you be sure to
check out his YouTube channel be sure to
check out the future and also his book
Pocketful of dough
um Chris uh thank you so much for being
here today it's been a ton of fun and
I'm super grateful for you and all your
contributing to the world it means a lot
to me and I know my team is a massive
fan as well so thank you so much thanks
Matt keep doing what you're doing I
think you're trying to help a lot of
people as well and say hi to the team
for me awesome thanks Chris
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