How to get SO rich you question the meaning of making money

Summary

The speaker shares his astonishing financial success as a young entrepreneur, emphasizing the importance of understanding work as 'outputs multiplied by leverage' rather than mere hours or effort. He challenges the audience to redefine their approach to work and wealth creation, highlighting the pitfalls of spreading oneself too thin across multiple ventures and the power of focusing on one area to achieve significant leverage. The presentation is a call to action for the audience to refine their existing business strategies and resist the allure of new distractions, advocating for incremental improvements and specialization to achieve financial success.

Takeaways

• 💰 The speaker emphasizes the importance of leveraging one's work to maximize output and revenue, rather than just working harder or longer hours.
• 🔑 The definition of work provided is 'outputs equal volume times leverage', suggesting that work is about efficiency and impact rather than just effort.
• 🚀 Success in business is attributed to focusing on one area and excelling in it through continuous improvement and specialization, rather than spreading efforts across multiple ventures.
• 🤔 The speaker challenges the audience to reassess their definition of 'work hard', suggesting that it's more about smart work with leverage than just long hours.
• 🎯 The concept of 'better is better than new' is introduced, advocating for refining existing processes and strategies to gain more leverage and increase business value.
• 💡 The idea of 'informed pessimism' is discussed, illustrating the importance of understanding the full scope and challenges of a business before committing to it.
• 🔄 The script highlights the pitfalls of 'uninformed optimism', where people start new ventures without fully understanding the difficulties involved.
• 📈 The speaker shares personal anecdotes and examples to illustrate the power of focus and leverage in achieving significant financial success.
• 🛑 The dangers of constantly chasing new opportunities without mastering one are underscored, as it can lead to a lack of leverage and ultimately, financial stagnation.
• 🤝 The importance of building a business with compounding effects over time is stressed, suggesting that long-term focus leads to more significant outcomes.
• 📚 The transcript concludes with a live demonstration of increasing leverage by progressively adding more value to an offer, showing the audience how enhancing an offer can significantly boost its吸引力.

Q & A

What is the main message the speaker is trying to convey in the script?

The speaker emphasizes the importance of leverage in making money, the pitfalls of constantly starting new ventures without focusing on one, and the value of improving existing business aspects rather than seeking new opportunities.

What does the speaker define as 'work' in the context of knowledge workers?

The speaker defines 'work' as 'outputs' which equals 'volume times leverage', suggesting that the effectiveness of work is not about the time or effort put in, but rather the output achieved per unit of time.

What is the significance of the 'woman in the red dress' metaphor used by the speaker?

The 'woman in the red dress' represents distractions or shiny new opportunities that can divert attention from the core focus of a business. The speaker advises to develop the discipline to say no to such distractions.

How does the speaker describe the process of achieving informed optimism in business?

Informed optimism is described as a stage where one has learned from their experiences, overcome challenges, and made necessary adjustments to their business strategies, leading to a more informed and optimistic approach.

What is the 'crisis of meaning' referred to by the speaker?

The 'crisis of meaning' is a phase where individuals question the purpose of their efforts, especially when they encounter difficulties and do not see immediate results from their work.

Why does the speaker argue that starting multiple businesses at once can be detrimental?

The speaker argues that starting multiple businesses at once can lead to being spread too thin, making it difficult to focus on one area and achieve mastery or significant growth in any single venture.

What is the key takeaway from the speaker's story about the construction buddy?

The key takeaway is the importance of focusing on one area of business and doing it exceptionally well, rather than diversifying into multiple areas, which can lead to a lack of specialization and reduced success.

What does the speaker mean by 'better is leverage'?

'Better is leverage' means that improving existing processes and offers in a business can create more value and return on investment than constantly seeking out new ventures or opportunities.

How does the speaker illustrate the concept of leverage in the real-world demonstration?

The speaker uses the example of selling a book at an increasingly better offer to demonstrate how enhancing the value of an offer can lead to more sales and higher perceived value, thus leveraging the same product for more profit.

What is the speaker's advice for someone looking to scale their business?

The speaker advises to focus on one business, do everything known to improve it, and avoid distractions. He suggests using the 'coach yourself' method to identify and commit to activities that will genuinely move the business forward.

What is the role of patience in the speaker's philosophy of business growth?

Patience, according to the speaker, is about taking consistent actions aligned with long-term strategic vision despite the urge to seek quick results or jump on new opportunities. It's about sticking to the process and not being swayed by immediate emotions or temptations.

Outlines

00:00

💰 Wealth Surpassing CEOs: A Personal Success Story

The speaker astonishingly claims to have earned more in a year than the combined annual incomes of CEOs from major companies like McDonald's, Ikea, Ford, Motorola, and Yahoo during their 20s. This success led to a portfolio revenue of 200 million dollars and crossing the 100 million dollar mark by age 33. The speaker acknowledges the potential for this disclosure to evoke envy, anger, skepticism, and confusion among different listeners but aims to inspire a select few. The presentation is about wealth creation, the importance of defining 'work,' and the speaker's revised approach to the concept of hard work, emphasizing outputs and leverage rather than hours worked.

05:02

🔧 Redefining Work and Leveraging Success

The speaker redefines work as 'outputs' which equals 'volume times leverage,' suggesting that the traditional understanding of work based on manual labor or time spent is outdated for knowledge workers. They argue that work rate, or output per minute, is a better measure of productivity. The speaker introduces the idea that leveraging one's work is more important than working harder, using the example of Warren Buffett's dividends from Coca-Cola compared to the CEO's salary, and illustrates how leverage can amplify outputs, leading to greater enterprise value.

10:02

🚧 The Pitfalls of Uninformed Optimism and Lack of Focus

The speaker discusses the dangers of uninformed optimism and the importance of focus in achieving success. They describe the stages of change and how people often switch between new opportunities without fully understanding the effort required, leading to a cycle of failure and frustration. The speaker emphasizes the need to overcome the 'crisis of meaning' and to stick with one venture long enough to achieve mastery and success, rather than jumping from one project to another without learning the necessary lessons.

15:02

💼 The Paradox of Entrepreneurial Distractions

The speaker shares personal anecdotes and advice on the importance of focusing on a single business to achieve significant growth and wealth. They argue against the common entrepreneurial mistake of spreading oneself too thin across multiple ventures and emphasize the benefits of concentrating efforts on one business. The speaker uses the Forbes self-made women list to illustrate that extraordinary results come from doing ordinary business for an extended period, not from constantly chasing new opportunities.

20:04

🛠 Learning from Mistakes and the Power of Focus

The speaker stresses the importance of learning from mistakes and the power of focus in building a successful business. They define learning as 'same condition, different behavior,' emphasizing that without behavioral change, no learning has occurred. The speaker encourages the audience to adopt a single business and commit to it fully, using the metaphor of a 'magic wand' to illustrate the ease of growing a business if all distractions are removed.

25:04

🚫 The Importance of Saying No to Distractions

The speaker discusses the importance of discipline in saying no to distractions, using the metaphor of the 'woman in the red dress' to represent enticing but unproductive opportunities. They share personal experiences of the struggle to resist new ventures and the strategic error of not focusing on a single opportunity. The speaker advises that the ability to say no becomes more challenging as one's success grows, and one must continually develop the discipline to stay focused on their primary business.

30:06

🔄 The Compounding Effect of Consistent Improvement

The speaker advocates for the power of incremental improvements and consistency over chasing new ventures. They argue that 'better' is better than 'new' and that leveraging existing efforts leads to greater returns. The speaker emphasizes the need to undertake the tasks that are known to be effective but often neglected due to their mundane nature. They suggest that focusing on these tasks and continuously improving them is the key to leveraging one's efforts and achieving success.

35:08

📈 The Impact of Word of Mouth and the Long Game

The speaker discusses the invisible hand of word of mouth and its significant impact on business success. They argue that shortcuts and poor product quality lead to negative word of mouth, which can make advertising more expensive and hinder growth. The speaker encourages taking the long game, focusing on getting the product right, and building a solid foundation for sustainable success rather than seeking quick gains.

40:09

📘 The Leverage of a Better Offer

The speaker demonstrates the concept of leverage through an interactive exercise, showing how the value of an offer can be increased by adding more value to the same product. They use the example of a book, initially offered at a high price with no takers, and progressively add more benefits, such as autographs, sales call reviews, traffic funnel breakdowns, and public exposure, to show how the perceived value and willingness to pay can be significantly increased.

45:11

🌟 Commitment to Excellence and the Power of No

The speaker concludes by emphasizing the importance of commitment to excellence and focusing on doing what is known to be effective. They argue that success comes from years of dedicated effort, consistently saying no to distractions, and focusing on what matters most. The speaker encourages the audience to take the lessons learned and apply them to their businesses, promising significant growth and success through the power of leverage and focused effort.

Keywords

💡Leverage

Leverage, in the context of this video, refers to the ability to gain more output or results from the same amount of input or effort. It is a core concept that the speaker emphasizes for achieving success in business and wealth accumulation. The speaker illustrates this by explaining that work equals outputs multiplied by leverage, and by providing real-world examples such as Warren Buffett's dividends from Coca-Cola compared to the CEO's earnings.

💡Outputs

Outputs are the results or the quantity of results produced from a given amount of work. The speaker defines work as 'outputs equals volume times leverage,' indicating that the number of times an action is performed (volume) and the effectiveness of leverage applied to each action determine the overall work done. The concept is used to demonstrate how focusing on increasing outputs can lead to greater success.

💡Work Rate

Work rate is the measure of output per unit of time, essentially how much work is done in a given period. The speaker introduces the formula 'work rate equals outputs divided by time,' suggesting that increasing work rate can objectively measure who is working the hardest. This concept is pivotal in understanding how efficiency can lead to greater wealth accumulation.

💡Portfolio Revenue

Portfolio revenue refers to the total earnings generated from a collection of investments or businesses. The speaker mentions having reached 200 million dollars in portfolio revenue, highlighting the significance of smart investment and business management in achieving financial success.

💡Material Success

Material success is the achievement of wealth, possessions, or financial prosperity. The video discusses ways to shortcut the path to material success, implying that there are strategies and methods to efficiently gain wealth beyond just hard work.

💡Uninformed Optimism

Uninformed optimism is a state of being overly positive about a new venture or idea without fully understanding the challenges involved. The speaker uses this term to describe the initial excitement people have when starting a new business or project, often underestimating the difficulties ahead.

💡Compounding

Compounding, in the financial sense used in the video, refers to the process by which an asset's earnings contribute to the overall growth of that asset over time. The speaker suggests that for a business to be successful, it must have the potential for compounding effects, where success builds upon itself over time.

💡Enterprise Value

Enterprise value is the total value of a company, representing the sum of its debt, minority interest, and equity. The speaker discusses increasing enterprise value as a measure of getting more output in business, emphasizing the importance of scaling the value of one's business endeavors.

💡Volume

In the context of the video, volume refers to the number of times an action is performed or the amount of activity. The speaker uses the analogy of moving a lever multiple times to explain how increasing volume can lead to greater outputs and, subsequently, more work accomplished.

💡Better

The term 'better' is used to convey the idea of improving existing processes, products, or methods to achieve higher quality or more effective outcomes. The speaker argues that focusing on making current activities better, rather than seeking new ventures, is a key to leveraging one's efforts and achieving greater success.

💡New Ventures

New ventures refer to starting new businesses or projects. The video script warns against the pitfalls of constantly seeking new ventures instead of deepening and improving existing ones, suggesting that spreading oneself too thin can lead to reduced effectiveness and hindered financial growth.

Highlights

The speaker achieved more annual earnings in his 20s than the combined earnings of CEOs from major companies like McDonald's and Ford, amassing a portfolio revenue of 200 million dollars.

By age 33, the speaker's portfolio revenue surpassed 100 million dollars, emphasizing the surprising nature of his success.

The speaker aims to inspire a select few with his story, acknowledging that it may evoke envy, anger, skepticism, and confusion in others.

The presentation was changed last minute to better suit the audience's needs, showcasing adaptability.

A challenge to the common belief that hard work is directly proportional to money, suggesting a deeper understanding of what constitutes work.

Work is redefined as 'outputs' which equals 'volume times leverage', offering a new perspective on productivity.

The concept of 'work rate' is introduced as output per minute, providing a measurable way to evaluate work efficiency.

The speaker illustrates the power of leverage with the example of a person who added 140 billion dollars in net worth in a year, more than Bill Gates' entire career.

The importance of focusing on one area to achieve high leverage, rather than spreading efforts across multiple areas.

The five stages of change model is discussed to highlight the process of adapting to new endeavors and the pitfalls of uninformed optimism.

A personal story about a construction buddy is shared to emphasize the dangers of diversification without focus.

The Forbes self-made women list is referenced to show the value of long-term focus in a single industry.

The 'magic wand' story illustrates the difficulty of choosing one opportunity over others, even when it's clear which has the most potential.

The Matrix analogy is used to discuss the importance of saying no to distractions, represented by the 'woman in the red dress'.

The concept of 'better is better than new' is introduced, advocating for improvement within existing activities rather than seeking new ventures.

The speaker shares his personal experience of selling off businesses to focus on one, leading to significant growth within a year.

The idea that success comes from doing the known tasks better, rather than constantly seeking new strategies or ideas.

A live demonstration of increasing leverage by progressively adding value to an offer, showing the audience the power of a better offer.

The conclusion emphasizes the importance of focus, saying no to distractions, and doing known tasks better to achieve success.

Transcripts

you guys want to hear something

completely insane yes okay you're gonna

have to hear it anyways I was able to

take home more in a year than the CEOs

of McDonald's Ikea Ford Motorola and

Yahoo combined

as a kid in his 20s for over half a

decade

there you go

which

which resulted in 200 million dollars in

portfolio Revenue as of today we crossed

100 million dollars by age 33

and to be honest no one's more surprised

than I am about this Alcove

and so me expressing this will create

Envy in some people it will create anger

in others skepticism in most

confusion in old people

and Inspire select few

and so the select few you or who I'm

making this for everyone else you can

tell but you are the people that I'm

making this for

let's go back there we go so who wants

to hear about some stuff that can

shortcut their path to material success

so they can ponder the purpose of

achieving it to begin with

all right so we're going to cover three

things today this is fresh from this

morning right off the press number one

how I'm making money really works number

two why new stuff is making you poor

number three why better is the way

you're like that doesn't make sense yet

it will

said simply who wants to make lots of

money funny thing what you're watching

right now is not my original

presentation I actually changed it at

the very last minute the night before I

went out to get dessert a bunch of

people from the event were in town going

to the place that I was by accident as

soon as I left the frozen yogurt lunch

where I was I was like the presentation

I have for tomorrow isn't what these

people need and so I spent that night

and all morning making entirely new

presentation which is what you are

watching who believes that you have to

work hard to make money

who believes that no one can outwork

them

you're gonna see where I'm gonna go with

this

well I'm going to attempt to prove you

wrong

the reason this is so important is that

all of us claim or I have hurt who here

has seen a guru on the internet say no

one can outwork me who's heard people

say that on podcasts make Instagram

posts about it whatever

It actually drives me [ __ ] bananas

and it drives me bananas because it

teaches the wrong lesson

so

how can we claim that we work every day

and yet we can't even Define the word

so how do you define work

the science definition is work equals

force times distance problem with that

is it's not very useful for knowledge

workers most of us are not actually

doing manual labor not useful

the second way is that you can think

about in terms of inputs of time right

like is that how hard you work no one

can outwork me I work longer hours

do you think you're the only person who

works 16 18 hours every day

like go to China

I'm like

I don't even know if anyone in America

can say it I'm being dead like dead

serious

so that's why when I see these things

just drive me [ __ ] nuts

so the problem with that is that

many people work all the hours they're

awake and if you suggest working more

hours then you're sleeping less and I

don't think that's a good idea for

knowledge workers

so why can no network you again

right so everyone's working those hours

so then the next one is like

that's how no one can outwork Me No

One's Gonna try harder than me

so you want participation trophies

is this how you want your employees to

think that they're working hard

I mean not me I wouldn't want that

so if it's not force times distance to

Define what work is and if it's not the

amount of time we're putting into the

work that we do

and it's not the effort that we are

expending or how hard we try

then what's work

we have to get clear on it because if

that's what we have to do to make money

we got to know what we're actually

trying to [ __ ] do

so here's Alex's definition

work equals outputs

fancy image

outputs equal volume times Leverage

in plain speak

number of times you do something times

how much you get out of each time you do

it

how do we work faster

work rate equals that same thing divided

by time

plain speak output per minute of time

that is how you work faster

which means that the hardest working man

in the world can be objectively measured

that guy is the hardest guy working in

the world in 2022 he added 140 billion

dollars in net worth

for context that's more than Bill Gates

did his entire career in one year

think about that for a second

and then the next year he did the exact

same amount again

FYI that's 2 billion a week

so output divided by time

there's the time one year there's the

output

he's the hard work hardest working guy

so who's going to be the 2027 champ

point of me doing this is I hope it's

somebody here

who did who would like to be the 2027

champ

all right let's rock

so if you want to be it then please pay

attention this will help you so

how can we get more output which in the

game of business is Enterprise Value

it's how much [ __ ] is worth

outputs right we have this one and I've

got a nice flexi arm volume is the

number of times we move the leather I

literally made all these images this

morning all right I'm very very proud of

them all right volume is the number of

times you move the lever

The Leverage is the length of the lever

itself that you're using

the outputs is how much you can lift on

the other side

so let's look at a couple examples you

guys can just shout it when I say just

say high or low so high or low

high or low

hi

higher low

very high

the reason I put this one in here is

that at a certain point it's not about

how strong the person is it all depends

on how much leverage you have that's the

point of the slide

now

higher low volume times a thousand the

thing's just as long as the other one

highest yes

so now that we understand what work is

you can either do more activity or you

can do it with more leverage to get more

output

doing more is Cap by time and physical

ability how much you get AKA Leverage is

uncapped

no cap I learned that

gen Z there we go

um

now fun fact Warren Buffett took home

500 million in dividends last year from

Coca-Cola as an owner the CEO took home

50.

he spent less time working on Coca-Cola

than the CEO did

so is he working harder

by the definition that we did yes

more output

we've been playing the game wrong

if you want to outwork your competition

what you really should be doing is out

leveraging them

so who gets more done

we got one person who's 100 calls a day

another person is 100 calls a day

the guy who has more skill

one guy makes 100 calls another guy

makes 100 calls the guy who's better on

the phone gets more output

okay let's say they're equal skill

they're working eight hours a day making

calls

oh I forgot to ask a question who gets

more work done there's the answer the

guy that has the automated dialer that

keeps his talk time the highest

okay

same skill same number of hours and same

automated dialer to maximize talk time

now who gets more work done

the guy who has the best list

okay they've got the same list

the same skill same dialer eight hours a

day

the guy who's calling to the right

season the right time to die Who Wants

to be calling selling [ __ ] during

December if you're selling physical

products

who wants to sell on Black Friday

of course more leverage same work more

output

okay let's say all this stuff's equal

now who's now who's even all right we

got I mean what else do we have

nice he actually called it the guy

calling with the better offer

now we've got the same time same time of

year same list same offer same dialer

equal skill eight hours a day

now who's gonna do it it's got to be

equal now right

the guy who recorded his pitch and send

it to 10 million people

now

to push this even further

what if the guy made zero calls and

didn't do anything

who makes more against the best caller

on Earth

the guy's got a team he's got 15 dudes

on the phone okay how good you are

and if you're like well I think I could

be 15 it can't be 1500.

okay who you are leverage and that guy

made zero calls I have more people

calling for me today while I'm on stage

Leverage

the game is rigged and you've been

playing by rules that do not exist

if you want to make more money

you need to get more for your time

you need more leverage

and this should make sense because we

all trade time for money and I can prove

this to you

you spend time every second of your life

you receive money over the time that you

are alive

so

money divided by time equals rate of

output we are all paid dollars per hour

the reason I'm specifically saying this

to this audience is that you all get

fooled all the [ __ ] time by passive

income

it's not passive

it's less active

but it is not binary it is not active or

passive it's how active is it

so if you make one trade in the stock

market all the time it took you to

analyze the deal and every other deal

you decided not to do

and then execute the trade and then

raise the money and do all the other

stuff that is all the time that it took

you to do that now after that point you

have increasing returns per unit of time

is this making sense

the point I'm making here is that time

is the thing

we all have the same twenty four dollars

in our wallet it's about how we allocate

them and what we get back for them how

well we trade

just said that there you go degrees all

that

so Leverage is the difference between

what you put in and what you get out

there are fancy definitions for it this

is the best one that I have

and so I said I would cover three things

the first one is how making money really

works the answer to that question is

Leverage

you make more money by trading your time

for more [ __ ]

more output

the second

is why new stuff is making you poor and

this is especially relevant for everyone

here part of this again was inspired by

the conversations I was having last

night at Yogurtland so thank you for

everybody who shout out for that

this is also how not to get leverage and

I felt compelled to make this because I

hope that some of you identify with this

because I would bet

that the majority of you are doing this

how not to get leverage there are five

pieces to this that I want to break down

today number one uninformed optimism

number two is a story I'll tell you

about a construction buddy of mine

number three is something I call the

magic wand Story number four is half

Bell Bridges number five is one with the

red dress you're like I have no [ __ ]

clue and that means you will so let's

start with uninformed optimism

who here has seen this this is stages of

change stage of transition anyone seen

this this chart before okay cool not a

lot of you perfect

so there are five steps and I remember

the first time I saw this it like it

changed my life

whenever you're analyzing something new

who here has had a buddy tell you about

something that they're doing and they're

making a lot of money doing it and then

you immediately feel shitty about what

you're doing and then think I should get

out of my opportunity vehicle go over

here and do what they're doing who's

felt that

thank you everyone has

the reason is because we're at step one

which is uninformed optimism you don't

know enough about what they're saying

they're just giving you the highlights

they're giving you the Instagram reel

they're not giving you the real

once you decide to get out of your

little vehicle and then going over there

then you tell your buddy you're like hey

why am I not making money he's like oh

well there's like a hundred other

[ __ ] steps that I didn't talk to you

about in the beginning but like and it's

actually nearly impossible and I got

really lucky that one time

um and and now all of a sudden it looks

like all the people at your old job are

making more money than you uh but yeah

let's keep doing it so you move to St

stage two which has informed pessimism

you are now aware of the [ __ ] that is

involved to make the money that you want

in this new thing

now you think okay this is probably the

worst part

but then time elapses

and it's still shitty and you still

haven't made money yet it blows more now

because you have invested more time and

still have zero so your actual output to

time is low rate which is why it's so

painful

which is where people get into the

crisis of meaning why the [ __ ] am I

doing this what does money even matter

anyways you know what I'd be happier if

I just spent more time with my kids you

change your goal because you encounter

difficulty

and so it happens most times

is that people then crash and burn

I'm going to skip one forward and then

I'm going to come back because I want

the visual to work the way I want

um ah [ __ ] it

okay so if you're at the crisis of

meaning this is where most people

offshoot what happens here where that

that fourth dot there on the bottom

if I were to cross it out and write

uninformed optimism again

that's what most of you do

you find about something cool

inform pessimism it kind of sucks oh

[ __ ] it's way harder than I thought

uninformed optimism I'll try something

else

and then you do it again and again and

again

and the difference between video games

in real life where you you face the boss

and you can't pass the level until you

beat the boss is that when you die in

the video game you restart a few seconds

later in the game of Entrepreneurship

you start years later

this is why people don't progress they

keep fighting the same boss that can't

learn the same [ __ ] lesson they keep

losing

and I'm saying this because some of you

I heard at Yogurtland and I know that

that's representative of other people

here

you keep fighting the same boss and the

boss is being able to stick with it

is getting through in different charts

on this the crisis of meaning is also

called the valley of despair

is getting through

from there you get into informed

optimism you figure out that little

thing like I had to do this one thing

and then this started working and then

you know what I found out I could clean

the list through this tool I found on

the internet because I joined this forum

and they started doing that and then all

of a sudden my pickup rates tripled

right or my response rates tripled or my

throughput on my website went up

whatever it is right

and so you have to get through that

piece then you get to informed optimism

and the number six you achieve and then

all your friends are like yo what are

you doing you're like oh I got this

thing and then all of them come right

that is where most people start

something new over and over and over

again and they don't learn the lesson

and so this is what their life looks

like

over

and over

and over and over again

who here has more than one business in

the last 24 months be honest

thank you for being honest I appreciate

it

first thing it's normal I had nine

businesses and I was broke

so I say this with the pain of

experience I'm not saying this to to be

on a Pulpit I'm saying it because the

faster you can get through it the faster

you will start making money you have to

beat the boss

everyone thinks the grass is greener but

the other side's still aligned with [ __ ]

like that's why the grass is so great

there's [ __ ] everywhere I have a CFO

who's been with us for a long time she

went through all of our exits last year

she's probably almost 60 and she has to

sing she's like it's all [ __ ]

doesn't matter what business it is they

all got [ __ ] she's Southern

and uh Suzanne's awesome but it just

always reminds me of this is that

there's always [ __ ] and whenever we're

starting something new we encounter

something that we didn't know before and

we're like oh this makes this shittier

and then we think well are we going to

jump out no

well this is new information great we're

more informed fantastic so that is the

thing number one that is keeping you

poor uninformed optimism

number two is a little story I want to

tell you so I was called up probably two

three years ago by a guy I knew in high

school we hadn't talked in a while and

he said hey I've got this roofing

business uh you know I want to scale it

I want to go big I was like that's

awesome man

and so he was telling me about the

roofing business tell me about the

roofing business and all of a sudden he

says

oh yeah I mean we also do some general

contracting work I was like

okay uh

why don't you grow the roofing business

he said well you know don't leave money

on the table okay

um

and then this is going to sink in for

some of you guys uh and then and he was

like I was like so you've got the

roofing you got the GC stuff he's like

yeah that's what I'm doing he's like you

pause for a second it's like well we

also kind of flip houses too so we like

fix them and flip them we also do the

Contracting work but we fixed the roof

so we just get huge costs we're

vertically integrated

it's like dude you're making less three

million bucks you're gonna [ __ ]

vertical integrated you're distracted

right

and

he was like how do I scale and I was

like just pick one he's like what do you

mean I was like pick one it's like why

do you think you can't build a billion

dollar roofing business

just doing Roofing and just get better

at doing Roofing

he said well I don't leave money on the

table

who here said they don't leave money on

the table

the money or you were leaving on the

table is the focus that you're not

giving to the one thing that matters

and so by the way this is the self-made

women list for Forbes this is Diane

Hendricks

she's the number one wealthiest

self-made Woman by the way and she owns

if you can see it there ABC Supply

which is Roofing

not housephobic not General Contracting

work

Roofing

why didn't he build that

he's smarter than Diane Hendricks that's

why

so this is the list

and this is what I want you to notice

about this this is the Forbes the top

six for women self-made

notice the age of the people on there

age is the left column 75 78 84 90 89

63.

on the right notice the source Roofing

Healthcare software retailing gas

stations Trucking Little Caesars Pizza

I.T

so sexy

the point of this slide is that if you

want to build something epic you have to

be able to do the same thing for an

extended period of time without

convincing yourself you're smarter than

you are

which means if you wanted to not make

money this is what you should do

number one do lots of different things

number two do them for short periods of

time don't stick with it too long

because you might see success number

three do not get help okay

number four make all the mistakes in

your own it's the best way to do it

because otherwise if you start learning

from other people's mistakes you can

move faster so don't want to do that

when you make a mistake do it again

just repeat it especially if you're like

I've been here before do the same thing

who here knows the definition of

learning

I'll tell you

same condition different Behavior

so if you want to teach someone

something and you present them the same

condition and they have not changed

their behavior they have not learned

if you came to this Workshop this

weekend with the intention of learning

something can I get everybody to raise

their hand if they had the intention of

learning something while they were here

if you go back home

and your behavior does not change

you learned nothing

nothing

truly took the money and burned it along

with losing the output that you lost in

the time of here plus travel

so if that definition has been singed

into my mind because if I want to learn

something and I have the same condition

that's been presented I have to ask

myself if I do the same thing again it

means I have not learned

and I don't want to play this boss again

so if you do want to make money you can

flip it you do one thing for a very long

period of time you get help from other

people You observe what other people

have been doing you only make the

mistake one time if you are going to

make them

and you always grow and challenge the

beliefs that you had and try and answer

the question what do I believe to be

true that is not

because ordinary business is done for

Extraordinary time create extraordinary

results

compounding is the thing

like it has to compound if the vehicle

you are in right now does not compound

with time then change the vehicle

get into something that if you stick

with it for an extended period of time

it would be unreasonable that you will

be poor

that was my construction Buddy Story

so I had a conversation with a different

friend

and he had a zillion businesses like a

zillion I get a spreadsheet for how many

businesses he had and they were all

[ __ ] businesses they didn't actually

make any money but he had like a logo

and a website and like some VA you know

what I mean like oh it's a business

and he was believing the fallacy of I'm

just going to wait to see the thing that

takes off and then go on on that who

here has thought this thought

I get it I'm gonna Focus I'm just gonna

wait I'm gonna be patient see which one

works out and then because I'm a good

you know statistics guy I'm gonna go

with the winning horse right

but the reality is that any of them

could take off

you could have a billion dollar roofing

business you have a billion dollar GC

business you have a billion dollar

householding business

but

you can't have them all

so you got to focus you gotta pick one

and the nice thing is it doesn't really

matter which one you pick but you do

need to pick one the picking is the

thing that grows it the ability to say

no is the thing that grows it not the

thing you pick

it's who you are as a consequence of the

decision that changes the outcome not

the vehicle does that make sense

so how arrogant is it to think that we

can do multiple things at once and

compete with someone who's spending all

their time on that one thing

it's ridiculous and yet we still do it

and so this is I love this little

cartoon this guy you know he's got all

the spinning plates

and this is this is me with the red hair

going to this guy who's hopefully my

competitor and handing him more plays be

like oh do you see all that shiny object

over there here more plates go I'm just

going to do this one thing

it's my favorite thing in the world

competing against somebody who's doing

lots of things it's very easy to win you

don't have to do much

because you only have to do a tenth of

what they do

so this is what Focus really looks like

one thing all in

you can write that down you can Circle

it

one thing all in so I asked my friend of

mine that had the Excel sheet with all

these zillions of questions right I said

if I had a magic wand and I ended all

your side projects except for one

just one the one that you think has the

most opportunity the one that's probably

making the most money right now that

you're not paying attention to because

it's boring because it's always been

doing a while

he's like yeah I was like you know what

business it is he's like yeah

like okay if you ended everything else

because I I have a magic wand so I get

to make the rules

magic wand

they all disappear I said how easy would

it be to grow that thing

he just looked at me it's like

really [ __ ] easy

I was like hmm

interesting

and so he's like but that would be so

hard because of insert real reason that

no one gives a [ __ ] about

no one cares but I have to fire that

uh-huh

but I would have to shut down uh-huh

but I would have to lay off uh-huh

all the riches you want are on the other

side of a few hard conversations

and most people spend the rest of their

lives not having them and being poor and

wondering why

it's gonna suck it's gonna be okay

that was my number three story the magic

wand

number four my favorite story

who here has seen The Matrix

awesome

you need to become the person who can

say no to the woman the red dress

the woman in the red dress is the

representation of everything that is

shiny object and beautiful and wonderful

in the world whatever your flavor of

woman in the red dress is

and the thing is and this is something

that I have now learned painstakingly is

that being able to say no to the one in

the red dress changes at levels

you can say no to the one in their

address who's a crackhead on the corner

right a thousand bucks a month you're

like I can say no to her no worries well

I got something better right but then

the ten thousand dollar a month girl

you're like huh okay interesting and if

you're making ten thousand dollars a

month it's hard to say no to that girl

but let's say that you're a a

hard-working discipline [ __ ]

you get to a hundred thousand dollars a

month there's a hundred thousand dollar

a month girl that's an opportunity that

is much bigger than the one that you

said no to before and you have to learn

to flex the muscle at every level this

this is a lesson that I learned the hard

way

I started a supplement company

when Jim Walsh was doing 26 million a

year and rather than say oh why don't I

just take gym launch to 40 next year

I'll start another thing

gym launch stayed the same and then I

added another source of Revenue that got

us to 37 but it was a mistake

strategically I can tell the story it

sounds great on paper we sold the

company lots of money whatever but like

it was not the right move

and so I had learned how to say no to a

million dollar opportunity

a five million a 10 million but I hadn't

learned how to say no to a 20 million

opportunity when I was making 20 million

and so like the woman in the red dress

becomes more seductive more attractive

the better you get

the more status you get the hotter the

girl you attract right and I'm saying

this figuratively for entrepreneurs does

that make sense for everybody who's not

into women with red dresses okay

because this is what the woman in the

red dress really looks like

just ready

to smash your [ __ ] and distract you and

spread you thin so that you can't keep

your eye on the ball

and then eventually she spreads you so

thin that you don't know how to get out

and it feels like quicksand because as

soon as you put out fires here there's

fires here there's fires here fires here

I need more Talent you take the best

person from over here to fix that

problem then this thing goes to [ __ ]

how do you get out gotta cut [ __ ] gotta

eat your ego

you got to watch your Revenue go down so

you can refocus reconsolidate bring the

troops in I'm saying this because

someone here needs to do this and I wish

I had [ __ ] heard this from somebody

else

I would avoid a lot of pain

so how do you become that person who can

say no to the woman in the red dress

you do the activities someone with those

character traits would do despite not

feeling good about it

so I'll tell you a story that'll drive

us home

so Leila and I were on this walk not

that long ago and I said you know I was

like I'm so impatient I'm so impatient I

need to be more patient right and she

was like

I don't think you're impatient

I was like yeah I am I [ __ ] hate this

let's I want this to be faster I want

everything to be bigger faster stronger

she's like yeah but

you're not changing your behavior

like you feel that way but you haven't

done anything that's not aligned with

the long-term strategic Vision I was

like yeah but I feel [ __ ] terrible I

want to be like Zen about it he's like

yeah that's not how it works she's like

patience is about the behaviors we do

not how we feel about behaviors

so who here has heard the quote courage

is not the absence of fear but it's

action despite fear right

patience is not not feeling impatient

and feeling terrible about waiting about

not jumping on these opportunities

it's about not jumping on the

opportunities despite feeling like [ __ ]

about it and wanting to right loyalty is

not necessarily about the fact that your

eye doesn't get caught every once in a

while right or maybe even feel a desire

that you wish you didn't feel

it's about what you act on it

because who here would rather have

somebody okay I think you already know

where I'm going with this right in terms

of loyalty how would you rather right

you'd rather the person not act on the

behave on the thought that is how you

gain the trait and then over time this

is my belief

if you do that enough times those

feelings go away through exposure

therapy like you get exposed to this

condition over and over again and

eventually

you know that you don't die because

that's what it feels like

and so whether it's a loyalty issue an

Integrity issue a courage issue a focus

issue which is the point of this message

today

to become that person you just start

acting like the person who has those

beliefs and you behave in that way and

then it will sink in

want me to their address

so new distractions kill leverage and

keep you poor Focus multiplies it

I said three things number one how

making money really works it all comes

down to leverage number two why making

new stuff is making you poor

which means you have to focus and number

three is why better is Leverage

this is the make money part

here's a simple approach to growth that

we use with our portfolio companies

better is better than new

better is leverage because remember

Leverage is how we get more from what we

put in

if you do it better

you get more for what you put in that is

Leverage

examples

if you have call scripts if you make

content if you have websites that you're

building if you have follow-up sequences

if you have offers

if you do the current thing you get what

you currently have if you make it better

you will get more from the activities

you can create leverage in your business

by being better

and better comes from boring

most of us solved an emotional need by

quitting whatever we were doing to start

to become an entrepreneur

and then we had a positive reinforcement

from that from that behavior and so then

we learned that as a way of life

but the problem is that the thing that

forced you or gave you that emotional

that decrease your action threshold thus

that you would jump into the next thing

is the very thing that'll make you jump

out of the opportunity that could become

your billion dollar thing

does that make sense you felt

uncomfortable on your job you quit your

job you got rewarded and so you think oh

when I quit things I'll get rewarded but

that's the wrong lesson it only works

once

and then you have to unlearn it and with

each level of Entrepreneurship there are

lessons like that that you have to

unlearn the thing that got you there

better comes from boring

it is not exciting to run your 38th

split test on a landing page it does

make you more money

it comes from doing all the [ __ ] that

you know you should be doing but aren't

and so right now this is an activity so

this is an active part

imagine a list of all the stuff you know

you should be doing but aren't doing

right now within your existing business

like right now like top of your head you

know there's some [ __ ] that you should

be doing in your business

I'm going to give you 15 seconds

the reason that stuff is so important is

because you already know what you need

to do

and we come here get raw Rod

Etc

but

the [ __ ] is on your desk at home

that is the work that must be done it

needs doing

and most of us know what to do and we

don't want to confront it because we

want to do something more stimulating

and exciting that makes us feel alive

and your business doesn't give a [ __ ]

better

is boring and better gets you more for

what you put in better as leverage now

imagine who here has a few businesses

be really [ __ ] hard to make that list

wouldn't it there's too much [ __ ] it's

too much too much stuff

to make the business

which means

becomes impossible

which means that's why you have to pick

one because there is so much stuff that

has to be done to do one business right

just do it right

if you do it right you grow by default

there's a promise

who here is like I know I should be

doing more email follow-up I know I

should be calling my leads within five

minutes

who here thinks that right now

okay let me ask a different question and

many of you did raise your hand

who here calls other leads within five

minutes

okay like two hands you will triple your

sales

triple

triple

who wants to Triple the [ __ ] business

triple

but that sounds boring

sure is gotta Implement CRM got to get

round robin set up

Lee's got to come in you got to figure

out how call prioritization Works

between the team

that's boring

makes you a shitload of money

that's how it works who's going to win

two different businesses the guys who

got the [ __ ] dialed

better gets you more for what you put in

and when you do get home

order it from the amount you have to put

in to get the thing done that will

result in the most output

and start taking them off

and you continue to ignore the new

things that sound really exciting

and you become the person who's able to

do that by pretending to be the person

who's able to do that

because you already know what to do so

this is a mental model I really like a

lot

who here has ever had a coach or a

mentor

has anyone ever coached or mentored

other people

does anyone feel like they're a better

Mentor than they are a person who does

[ __ ]

I do all the time

and so the thing is is I ask myself this

question it's actually been one of the

like most profound most helpful

questions I've had which is if I were

coaching me and the beautiful thing

about this is that when you coach you

you have no other agenda

you're just trying to help you

and you also have more information than

anyone else has you've been on every

conversation you've been you've read

every email you've seen every report

so if you were coaching you right now

what would you tell you to do

and what's crazy about this is that half

the [ __ ] time is not what I'm doing

coach me much smarter than Mimi

right

Mumu okay

um

take your own advice

if you do that I promise you'll make

more money

be like ah but I'm a special snowflake

you're just convincing yourself that

you're smarter than you are giving

yourself reasons that reality does not

apply to you

it does and this is just a boss level

you might need to keep going against the

snowflake until eventually you figure

out that you just got to melt it by

being there and hanging in

and so in my entrepreneurial career

there's two periods very clear

definitions of periods of time in my

life the first period was when I was

distracted this is when I did not make

money I had six gyms I had a launch

business return we do gym turnarounds in

person that's where I actually

physically was not at my gyms I had a

dentist a dental agency I had a

chiropractor agency

I think I had something else

more lots of fingers right and I was 26

ish

and I would love to tell people oh I own

nine companies right

I'm poor but

um but it felt really good struck my ego

not my bank account so it was only one

Layla the angel of my life it was like

Hey you know

this one makes us the most money and you

spend the least amount of time on it

that Jim launch thing actually works

uh but I have to like I would have to

like sell all those gyms I'd have to end

Partnerships I'd have to let go of

people in the agency and she was like

yeah or you could just you know keep

doing what you're doing just clearly

working

Point taking you know

um and so over the next 90 days I sold

five gyms shut one down shut down both

agencies

um and got rid of everything

and 12 months later from that moment we

were doing one and a half million a

month

from zero

and so and 12 months after that we had

four and a half million a month

one thing

and so this was the second period

just focus it's so much easier to stack

the deck in your favor if you just do

one thing

because when you focus on one thing you

make it unreasonable to fail if you do

one thing for an extended period of time

it becomes unreasonable to suck if you

do it more than anyone else has done it

you'll be better than that

just is what it is people watch all the

time they're like hey how did you get so

good at sales I took four thousand

[ __ ] sales calls that's how I did it

so I did it I didn't even I'd even go

through a sales training at four

thousand [ __ ] conversations that's

why I did it

and so if you if you wanted to be the

best salesman in the world then have

more sales conversations than anyone

else has if you want to be the best real

estate investor then do more deals than

anyone else has and the sub like the

subsequent before that is send out more

mailers than anyone else has have more

cold callers than anyone else has send

more cold DMS than anyone else has

and you'll become the best

and if you put that as the output the

thing that you're looking at

it becomes unreasonable that you would

be not the best right like you're at

least going to be top 10.

and if who here would be top 10 in real

estate in the US would you be okay with

that

right it wouldn't be bad

and the thing is that everyone fails

because they want to move fast like this

is the number one issue so

they don't have a solid foundation they

draw the dotted line they think I'm

going to try and shortcut it I'm not

going to fix my product I'm not going to

make it really good because I want to go

fast because I want to show to my

friends that I'm growing every month I

wonder how good I am

the thing is it's a short game

like how many times it's like it's the

restaurant example is so simple so many

people start a restaurant slap two

pieces of Wonder Bread together put a

slice of bologna in there and then

Market it like [ __ ] crazy and they're

like dude I don't get why my business

isn't growing I'm like because everyone

who has your food literally tells

everyone that it [ __ ] sucks and never

come back

so there's this invisible hand that

works against people which is

who knows about the power of Word of

Mouth right

the Invisible Hand who here runs ads let

me ask that question who runs

advertisement okay

if you run ads and it has become more

expensive for you disproportionate to

the increase in cpms which is cost for

impression or eyeballs in that period of

time that you've been in business then

it means that you have negative word of

mouth

so if you're like well I don't get that

many referrals oh but you sure do get a

whole bunch of people who you get

Negative referrals you get Negative

sales you have to spend twice as much of

a car Customer because every other

customer that you would have acquired

was told by someone else not to buy from

you

it's the invisible hand when you

shortcut it promote promote promote

and then Flatline and then dissolve and

then you come up with new [ __ ]

and you who here has seen the people on

the internet doing this game

over and over and over again they don't

get the product right they put two

pieces of baloney you know sandwiched

together with a baloney slice in the

middle and they call it a product and

then we have ham with one slice in the

middle and it's still [ __ ]

because they don't want to take the 12

months to actually get the [ __ ]

product right

but on the long game 10 years from now

the guy who takes the first year takes a

break even on that year just to get the

product right makes everything easy but

no one can wait 12 months

because they can't see the big picture

they keep trying to string three of

these little shortcuts together rather

than build the foundation

better is Leverage

better gets you more for what you put in

this is what small businesses look like

this is what big businesses look like

the amount of activity is actually not

that different it's just a line it's

just all in the same direction

it's all it is it's really not like I

promise you've been in both it's all it

is there's nothing there's no magic

it's just a windup

same input more output

well boring but better looks like it

means split testing landing pages not

once but weekly

not just one time when you come here you

put the process in place to do it every

[ __ ] week split testing emails not

once but weekly

making new ads and creative not when you

have to

but before you need them

role playing with the sales team not

once but daily

role playing with customer success hey I

want a refund hey I hated this hey it

wasn't fast enough what did they say

role play if you have amazing customer

success they role played every day

they'll get [ __ ] good I promise

how exciting is that not at all

not at all but you know what it does it

makes more money

taking 10 more interviews for the same

role sucks

to talk to 10 more people for no reason

but there is a reason because you're

trying to find the one person that's

going to give you 10 times The Leverage

on that time you got back

think about this

but if you didn't take those interviews

you hire someone wait six months and you

have to do the whole thing again and you

lost the six months that's what Layla

was talking about

taking more time to make your lead

magnet better

make your offer better and better all

these things are boring but make you

more money

and so this is my promise

is that doing all the un60 [ __ ] that you

aren't doing but no you should is the

secret to the success

my promise if you do nothing new

but only what you already know you

should be doing that your self coach

tells you to you will make more money in

the next 12 months than you can imagine

you just got to do it right

so this is actually a text I got uh

yesterday or yeah it was yesterday

um this guy had lost everything

um and

he had set a goal down for himself and

he said hey uh last day of 2021 set a

business goal that's always quite

honestly unrealistic impossible to hit

well I'm going to surpass it in Q3

and so the only thing that I told him to

do was to commit to the activities

I was like just do the same thing every

day rain or shine it was Prospect I was

a prospect every day he's like and the

first few months he actually had a

couple good months and then he slowed

down

he's like how do I say how do I stay

committed I was like because you felt

successful for [ __ ] getting an

outcome

it's irrelevant

for who you are

some of you guys have heard this quote

but your work works on you more than you

work on it I was like you need to become

the person who isn't satisfied with

whatever that outcome was but only by

the commitment that you made to yourself

about the activity that you were going

to do

and so whether it was up or it was down

it divorces the actions from the outcome

not to say that the outcome is not the

work it is but in terms of Who You Are

who you are is is forged in the

repetitive Act

final point

who here knows the difference between a

seven out of 10 book and a nine and a

half out of ten book

about 20 times the work

realistically

who you knows the difference in sales

between seven and a half book and a nine

and a half book

about a thousand times the sales

and so

if you do 20 times the work and get a

thousand times the effort that's a 50x

increase per unit of input

it's a lot it's worth it but you do have

to do 20 times more work

that is Leverage

an opportunity is missed by most because

the distressed and overalls and looks

like work

and so I said I was going to cover three

things and I have a little thing at the

end here it'll take me less than five

um

you guys go with that all right sweet so

I said I was going to cover three things

I want to make sure I filled my promise

number one is how making money really

works leverage everybody feel good with

that does that make sense all right

number two why making new [ __ ] is making

you poor and while you have to focus

number three is why better is Leverage

awesome and so I want to wrap up my

presentation with a quick demonstration

of Leverage in the real world

getting more out of the same thing

okay so we're gonna do an exercise to

wrap this up

and I think that it will do more than

anything I can say with these slides

this will probably be what you remember

unfortunately with all my picture pretty

pictures

um so I'm going to take a single action

and increase the leverage in real time

in front of you is that cool so you'll

see a before and after in front of your

eyes it's like a real world money magic

trick okay so I gave you a lot of

examples of things you can improve in a

business better cause better content

better sales groups better website

better follow-up better offers right

so what I'm going to do is I'm going to

highlight just one of these things all

right for you right now and show you how

many riches lie unlocked within your

business today that you already know

about

so I'm going to focus on offers because

it's an easy one I can do in front of

everyone

all right so I'm going to show you the

leverage of a better offer so I'm going

to sell you a book for a hundred

thousand dollars

just kidding

a thousand dollars

so the point of Leverage is a better

offer sorry the point is leverage of a

better offer one action selling one

product a book Leverage is how much

money it fetches for the same activity

does that make sense our equation this

makes sense okay

here are the directions for this

activity the moment you feel that a

thousand dollars of value has been

created please stand up and stay

standing okay

does this make sense this is simple

directions if you feel a thousand

dollars then stand and stay standing all

right I'm repeating it

100 000 just kidding typa

so

Let The Leverage building begin

I have 10 books with me today

who wants one for a thousand dollars

raise your or stand up

well thank you stay standing three

people already have three thousand

dollars is this exciting

all right I'd even tell you what it was

yet it's a really good book

probably giving it away

who now wants it I said it was a really

good book

no more people okay

it's a best seller

still three people oh four there we go

four people haha

it's my book right

now I got one more two more three more

all right four more so we got eight nine

ten eleven I've already accounted for my

books but just wait there's more

so I said who wants one of the ten for a

thousand right we got all these cool

there's all the reviews people say it's

good

very good rating

please stay standing

it's also number one number four and

number seven for the last 13 straight

months pretty cool right in marketing

and sales I think it's pretty dope

please stand up

this guy read the book and quadrupled

his monthly Revenue just from reading

the book

if you quadruple your Revenue would that

be worth it oh yeah six seven eight nine

ten eleven twelve a lot more okay this

is it wow probably 40 or 50 up okay

but wait there's more

going to autograph the book

there's only one that I have autographed

actually that's not true I think there's

probably five

oops I had to get a really fat marker so

you could sit

that's actually my my it's embarrassing

not yet not yet not yet not yet oh you

got to stand you got to keep standing

got to keep standing

one out of ten

I'll put my personal cell phone in the

inside

thousand bucks

I'm not gonna show it to you

all right we got about two-thirds okay

I'm gonna review for your sales calls

rewrite your script with you

and uh drill your sales team on how we

set everything up

does that work for a thousand bucks

stand if that's worth it for you with

the book

please stand

I'll have my traffic guy who right now

we get about 20 000 leads a day across

our portfolio uh he'll do an entire

funnel breakdown to see about 11 pages

he'll break down everything that you

could do differently within the funnel

different headline split tests different

paragraphs different copy things

different images different layouts right

now we have between more than 2x but I

feel confident saying we can double your

traffic

all right we're close we're like 90

percent

I'll also use my network to recruit the

one missing star player that you have in

your company

so right now we will look at your

company and we'll find out what the

biggest missing pieces in leverage and

put someone in there for you

stand up with that that's worth a

thousand bucks

I'll also spend two hours with you on

the offer that you're giving right now

so you can get more people to click more

people to sign up for the calls more

people to show more people to buy and at

higher prices

all right I think I got like one person

still seated I got I see you I see you I

see what I got I'll see what I got see

what I got

I'm also going to feature you on my

channel so that two hours will televise

it and we'll distribute it across all of

our channels so right now that gets

about 10 million impressions so in real

advertising dollars it's about a hundred

thousand dollars in advertising just for

in terms of that's what people are

willing to pay for three 90 second spots

uh and it's a 30 minute spot so it would

be significantly higher than that so if

that's worth a thousand bucks let me

know

by standing is how you do that

and

if you don't make three times what you

pay me for this book

I'll give you all the money back and

keep all the work that we did

that work measured over 12 months that's

the fine print Fair

please stand if that's still worth a

thousand bucks I see you

and uh there's not 10 books there's only

one

look around

and that's how you increase leverage to

sell and offer

set for 25 buckets for a hundred

thousand dollars

so does everyone understand stay

standing do you ever understand that you

just need to do it better

output comes from volume times leverage

you must do more and get more from what

you do the way you get more from what

you do is you first do everything that

you know you should be doing better

the way you do that is to focus on one

thing

for a long time without distraction

anything can become big with time when

you line all actions to a single outcome

and you keep working at it your success

will look effortless and obvious from

the outside but you will know that it

came from years of saying no to

everything except that which mattered

most

this is how we grow companies at

acquisition.com through Leverage

most entrepreneurs like the who the what

and how to scale at acquisition.com we

recruit the who we give them the what we

show them the how and once an

entrepreneur has all three the business

scales by default

Laila already showed you these

we've got more free courses at

acquisition.com if you guys like this

stuff if you want to learn more from us

and that's it thank you guys so much I

appreciate you

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