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

The Game w/ Alex Hormozi
5 Aug 202351:46

Summary

TLDR这个视频脚本讲述了一个年轻企业家如何通过聚焦和利用杠杆原理,在短时间内实现了显著的财务成功。他分享了自己的经验和洞察力,包括如何有效地理解和定义工作、如何通过增加杠杆来增加产出、以及为什么专注于一个领域比追求新事物更能带来财富。通过亲身例子和具体策略,他展示了如何在商业中应用这些原理来实现快速增长和成功,同时激励观众追求自己的目标。

Takeaways

  • 💡通过利用杠杆效应,即在同等时间内通过增加每次行动的输出值,可以实现收入的大幅增长。
  • 🔍专注于一件事情并持续较长时间地投入,比分散注意力到多个项目上更有可能带来巨大的成功。
  • 📈增加杠杆可以通过改善现有业务流程、产品或服务来实现,而不仅仅是增加更多新项目。
  • 🚀通过提高工作或业务的质量,而不是仅仅增加工作量,可以更有效地利用时间和资源。
  • 🎯专注和精益求精是杠杆效应的关键,通过专注于核心业务并不断改进,可以实现更高的成功率。
  • 🛠️杠杆不仅仅是物理或财务的概念,也可以通过改进技术、流程、人员等方面来实现。
  • 🤔在企业或职业生涯中,避免追求短期的快速成功,而应专注于长期的稳定成长和提升。
  • 👥建立一个强大的团队和网络,可以为业务增加更多的杠杆,通过他人的专长和资源来加速成长。
  • 🔄持续的学习和适应变化是保持杠杆效应的关键,不断寻找提高效率和产出的方法。
  • 💰成功并不总是看起来那么轻松,它来自于长期的坚持、拒绝诱惑和专注于目标。

Q & A

  • 什么是杠杆化的定义?

    -杠杆化的定义是:投入一定代价,获得超出这个代价的回报。

  • 怎样才能使自己的商业运营实现杠杆化?

    -实现商业运营杠杆化的方式有:提高产品和服务质量,优化销售渠道,扩大客户群,提供更有价值的产品和服务等。

  • 多样化经营与专注经营有什么区别?

    -多样化经营的是让企业运营发展分散在多个产品与业务领域。专注经营是将企业的资源和精力集中在一个或几个核心产品与业务上。

  • 过度关注新项目容易导致哪些问题?

    -过度关注新项目容易导致公司战略目标模糊、内部资源分散、管理和运营效率下降等问题。

  • 如何才能做到持之以恒地专注一件事?

    -首先要明确自己的目标和愿景,其次要持续克服短视近利的诱惑,再次,要接受无聊并坚持不懈地做好每一件小事。

  • 提高产品质量需要做哪些事情?

    -主要包括深入用户需求研究,不断产品迭代升级,重视用户反馈,严格的质量把控流程等。

  • 扩大销售渠道的方法有哪些?

    -可以通过零售、批发、电商、直销、网络营销等多种渠道进行销售,还可以开拓国际市场。

  • 如何培养客户忠诚度?

    -提供超值的产品和服务,主动关心客户需求,积极解决客户问题,营造温馨的客户服务,开展针对性的客户活动等。

  • 企业主怎样避免陷入新项目的自我陶醉中?

    -要保持清醒的头脑,避免新项目带来的短期成功冲昏头脑,要确立明确的经营计划,专注已有业务。

  • 如何培养出一支高效的销售团队?

    -从招聘选择构建销售DNA,引入激励约束机制与KPI考核体系,持续开展销售培训与角色扮演,营造积极向上销售文化氛围。

Outlines

00:00

😮 创纪录的个人收入

这一段描述了一个20多岁的年轻人如何通过投资组合收入达到2亿美元,超过了多家知名公司CEO的年收入。这位年轻人分享了他的成功经历,并表示这可能会引起人们的嫉妒、怀疑和灵感。他强调,他的目标是激励那些渴望成功的人。

05:02

🚀 寻求成功的秘诀

在这一段中,讲述者提出了三个主题:了解赚钱的真正工作方式、为什么新事物让你变穷,以及为什么更好的方法是成功的关键。他强调,理解这些概念对于实现物质成功至关重要。

10:02

🤔 重新定义工作

这一段探讨了“工作”的定义,强调传统定义(如力乘距离或时间投入)对于知识工作者来说并不适用。讲述者提出了自己的定义:“工作等于产出”,并解释了如何通过提高工作效率来增加产出。

15:02

🏆 真正的竞争优势

讲述者在这一段中讨论了如何通过增加工作的杠杆效应而不是简单地增加工作量来提高效率。他通过比较和例证解释了杠杆效应的重要性,强调真正的竞争优势来自于更有效地工作。

20:04

🔍 聚焦与多样化的陷阱

这一段讲述了一个关于屋顶生意的故事,强调专注于一件事而不是分散注意力的重要性。通过比较专注和分散注意力的结果,讲述者强调长期聚焦一个领域的价值。

25:04

🚫 抵抗诱惑的力量

在这一段中,讲述者使用“红衣女人”的比喻,讨论了抵抗诱惑的重要性。他强调,成功的关键在于能够拒绝那些可能分散我们注意力的新机会,专注于我们已经在做的事情。

30:06

💡 优化而非创新

讲述者在这一段中解释了为什么在现有业务中寻求改进(即变得更好)比追求新事物更能带来杠杆效应。通过具体例子,他展示了如何通过改进现有操作来实现增长。

35:08

🎯 实践中的杠杆效应

这一段通过一个实际例子展示了如何通过改进一个简单的销售提议来显著增加其价值。通过逐步增加提议的附加价值,讲述者演示了如何通过杠杆效应显著提高收入。

40:09

✅ 成功的保证

在最后一段中,讲述者总结了他的观点,强调专注、改进和杠杆效应的重要性。他通过个人故事和客户案例来证明,遵循这些原则确实可以带来显著的成功。

Mindmap

Keywords

💡杠杆效应

杠杆效应指输入很少的资源就可以产生巨大的影响力。这是视频的核心概念,亚历克斯反复强调,通过提高“杠杆效应”,企业可以产生更大的回报。他给出了多个例子来说明,比如沃伦•巴菲特通过少量投入获得可口可乐的大量股息。

💡焦点

视频强调企业家需要高度集中精力在一件事上。分心会降低“杠杆效应”,让人变得贫穷。亚历克斯讲了多个故事,说明企业家需要选择一个方向,全力以赴。他给出的建议是:做一件事,全力以赴。

💡更好

更好”也是一种“杠杆效应”。只要做得更好,就可以获得更大的回报。视频最后,亚历克斯给出了一个销售图书的实例,说明如何通过不断完善服务,获得越来越多人的青睐,从而获得更高的回报。

💡容忍度

视频讲到,大多数企业家都急于求成,不想忍受过程中的艰辛。但是忍耐困难,才能最后取得成功。忍受 Cris of meaning 阶段是非常重要的。

💡无知的乐观

视频开头提出的一个陷阱就是“无知的乐观”。听到别人某个盈利模式的信息,自己现状不好的企业家常常轻易放弃自己的事业,转而模仿别人。但是实际上,对方只说了精彩的一面,没有提实施过程中的困难。这就是无知的乐观。

💡自我教练

视频中,亚历克斯提出一个思维模式:设身处地把自己想象成自己的教练。因为作为教练,你会更客观地看待自己的状况,给出更中肯的建议。他鼓励企业家,也对自己说,如果我是在教练自己,我会给自己什么建议。这往往能发现自己的盲点。

💡复合利息

时间对企业的成长有巨大作用。亚历克斯强调,坚持做一件事很长时间,企业就会因“复利效应”获得非凡的成就。这与持续一段时间后放弃,重新开始形成鲜明对比。

💡平凡

视频最后强调,在外人眼里非常成功的企业,实际上并没有采用什么神奇的办法。他们只是持之以恒地朝一个方向努力。这就是辛勤的平凡之作,但是会因为时间长了而获得巨大回报。

💡沟通

视频中多次提到,成长到一定规模的企业,最关键的一步就是与员工、客户、合作伙伴进行艰难的沟通。这些沟通能够使企业重新调整战略方向,获得新的杠杆效应。

💡角色扮演

为了获得更好的杠杆效应,员工之间需要不断进行角色扮演练习。视频举了客户支持团队每天进行角色扮演的例子。这虽然枯燥,但是能大幅提高公司的服务水平。

Highlights

做得更好比做新的更好,更好就是杠杆,因为杠杆就是我们从所投入的中获得更多

如果你要成功,你需要从你的时间中获得更多回报,你需要更大的杠杆

焦点会增加杠杆,分心会减少杠杆

新的分心会消除杠杆,使你变穷,专注会增加杠杆

做一件事,全身心投入

更好来自枯燥,它可能不令人兴奋,但会带来更多的钱

做你已经知道该做但还没有做的无聊事情,这就是成功的秘密

只做一件事可以让你在长时间内取得成功变得不可思议

快速行动的人往往没有坚实的基础

更好就是杠杆,更好可以让你从所投入的中获得更多

小公司看起来就像做不同的事,大公司看起来就像做同样的事情

专注于一件事情,难以失败

如果你能坚持很长时间做同一件事,就不可能长期表现糟糕

如果你比其他任何人做得更多,你至少会进入前10名

杠杆获取你少付出多得到的结果

Transcripts

play00:00

you guys want to hear something

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completely insane yes okay you're gonna

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have to hear it anyways I was able to

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take home more in a year than the CEOs

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of McDonald's Ikea Ford Motorola and

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Yahoo combined

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as a kid in his 20s for over half a

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decade

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there you go

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which

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which resulted in 200 million dollars in

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portfolio Revenue as of today we crossed

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100 million dollars by age 33

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and to be honest no one's more surprised

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than I am about this Alcove

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and so me expressing this will create

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Envy in some people it will create anger

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in others skepticism in most

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confusion in old people

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and Inspire select few

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and so the select few you or who I'm

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making this for everyone else you can

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tell but you are the people that I'm

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making this for

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let's go back there we go so who wants

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to hear about some stuff that can

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shortcut their path to material success

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so they can ponder the purpose of

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achieving it to begin with

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all right so we're going to cover three

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things today this is fresh from this

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morning right off the press number one

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how I'm making money really works number

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two why new stuff is making you poor

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number three why better is the way

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you're like that doesn't make sense yet

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it will

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said simply who wants to make lots of

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money funny thing what you're watching

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right now is not my original

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presentation I actually changed it at

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the very last minute the night before I

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went out to get dessert a bunch of

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people from the event were in town going

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to the place that I was by accident as

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soon as I left the frozen yogurt lunch

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where I was I was like the presentation

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I have for tomorrow isn't what these

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people need and so I spent that night

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and all morning making entirely new

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presentation which is what you are

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watching who believes that you have to

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work hard to make money

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who believes that no one can outwork

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them

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

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this

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well I'm going to attempt to prove you

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wrong

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the reason this is so important is that

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all of us claim or I have hurt who here

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has seen a guru on the internet say no

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one can outwork me who's heard people

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say that on podcasts make Instagram

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posts about it whatever

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It actually drives me [ __ ] bananas

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and it drives me bananas because it

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teaches the wrong lesson

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so

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how can we claim that we work every day

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and yet we can't even Define the word

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so how do you define work

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the science definition is work equals

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force times distance problem with that

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is it's not very useful for knowledge

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workers most of us are not actually

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doing manual labor not useful

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the second way is that you can think

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about in terms of inputs of time right

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like is that how hard you work no one

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can outwork me I work longer hours

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do you think you're the only person who

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works 16 18 hours every day

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like go to China

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I'm like

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I don't even know if anyone in America

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can say it I'm being dead like dead

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serious

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so that's why when I see these things

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just drive me [ __ ] nuts

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so the problem with that is that

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many people work all the hours they're

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awake and if you suggest working more

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hours then you're sleeping less and I

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don't think that's a good idea for

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knowledge workers

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so why can no network you again

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right so everyone's working those hours

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so then the next one is like

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that's how no one can outwork Me No

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One's Gonna try harder than me

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so you want participation trophies

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is this how you want your employees to

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think that they're working hard

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I mean not me I wouldn't want that

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so if it's not force times distance to

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Define what work is and if it's not the

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amount of time we're putting into the

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work that we do

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and it's not the effort that we are

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expending or how hard we try

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then what's work

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we have to get clear on it because if

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that's what we have to do to make money

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we got to know what we're actually

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trying to [ __ ] do

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so here's Alex's definition

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work equals outputs

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fancy image

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outputs equal volume times Leverage

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in plain speak

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number of times you do something times

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how much you get out of each time you do

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it

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how do we work faster

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work rate equals that same thing divided

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by time

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plain speak output per minute of time

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that is how you work faster

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which means that the hardest working man

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in the world can be objectively measured

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that guy is the hardest guy working in

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the world in 2022 he added 140 billion

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dollars in net worth

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for context that's more than Bill Gates

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did his entire career in one year

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think about that for a second

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and then the next year he did the exact

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same amount again

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FYI that's 2 billion a week

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so output divided by time

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there's the time one year there's the

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output

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he's the hard work hardest working guy

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so who's going to be the 2027 champ

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point of me doing this is I hope it's

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somebody here

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who did who would like to be the 2027

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champ

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all right let's rock

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so if you want to be it then please pay

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attention this will help you so

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how can we get more output which in the

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game of business is Enterprise Value

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it's how much [ __ ] is worth

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outputs right we have this one and I've

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got a nice flexi arm volume is the

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number of times we move the leather I

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literally made all these images this

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morning all right I'm very very proud of

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them all right volume is the number of

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times you move the lever

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The Leverage is the length of the lever

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itself that you're using

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the outputs is how much you can lift on

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the other side

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so let's look at a couple examples you

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guys can just shout it when I say just

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say high or low so high or low

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high or low

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hi

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higher low

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very high

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the reason I put this one in here is

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that at a certain point it's not about

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how strong the person is it all depends

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on how much leverage you have that's the

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point of the slide

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now

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higher low volume times a thousand the

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thing's just as long as the other one

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highest yes

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so now that we understand what work is

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you can either do more activity or you

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can do it with more leverage to get more

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output

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doing more is Cap by time and physical

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ability how much you get AKA Leverage is

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uncapped

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no cap I learned that

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gen Z there we go

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um

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now fun fact Warren Buffett took home

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500 million in dividends last year from

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Coca-Cola as an owner the CEO took home

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50.

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he spent less time working on Coca-Cola

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than the CEO did

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so is he working harder

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by the definition that we did yes

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more output

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we've been playing the game wrong

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if you want to outwork your competition

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what you really should be doing is out

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leveraging them

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so who gets more done

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we got one person who's 100 calls a day

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another person is 100 calls a day

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the guy who has more skill

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one guy makes 100 calls another guy

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makes 100 calls the guy who's better on

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the phone gets more output

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okay let's say they're equal skill

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they're working eight hours a day making

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calls

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oh I forgot to ask a question who gets

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more work done there's the answer the

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guy that has the automated dialer that

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keeps his talk time the highest

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okay

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same skill same number of hours and same

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automated dialer to maximize talk time

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now who gets more work done

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the guy who has the best list

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okay they've got the same list

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the same skill same dialer eight hours a

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day

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the guy who's calling to the right

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season the right time to die Who Wants

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to be calling selling [ __ ] during

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December if you're selling physical

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products

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who wants to sell on Black Friday

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of course more leverage same work more

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output

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okay let's say all this stuff's equal

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

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got I mean what else do we have

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nice he actually called it the guy

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calling with the better offer

play08:35

now we've got the same time same time of

play08:37

year same list same offer same dialer

play08:39

equal skill eight hours a day

play08:41

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

play08:43

equal now right

play08:45

the guy who recorded his pitch and send

play08:46

it to 10 million people

play08:51

now

play08:52

to push this even further

play08:54

what if the guy made zero calls and

play08:56

didn't do anything

play08:58

who makes more against the best caller

play09:00

on Earth

play09:01

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

play09:04

on the phone okay how good you are

play09:06

and if you're like well I think I could

play09:08

be 15 it can't be 1500.

play09:10

okay who you are leverage and that guy

play09:13

made zero calls I have more people

play09:14

calling for me today while I'm on stage

play09:17

Leverage

play09:19

the game is rigged and you've been

play09:21

playing by rules that do not exist

play09:26

if you want to make more money

play09:28

you need to get more for your time

play09:30

you need more leverage

play09:33

and this should make sense because we

play09:35

all trade time for money and I can prove

play09:38

this to you

play09:40

you spend time every second of your life

play09:43

you receive money over the time that you

play09:46

are alive

play09:47

so

play09:49

money divided by time equals rate of

play09:51

output we are all paid dollars per hour

play09:54

the reason I'm specifically saying this

play09:56

to this audience is that you all get

play09:58

fooled all the [ __ ] time by passive

play10:00

income

play10:01

it's not passive

play10:04

it's less active

play10:06

but it is not binary it is not active or

play10:08

passive it's how active is it

play10:11

so if you make one trade in the stock

play10:13

market all the time it took you to

play10:15

analyze the deal and every other deal

play10:17

you decided not to do

play10:19

and then execute the trade and then

play10:21

raise the money and do all the other

play10:22

stuff that is all the time that it took

play10:24

you to do that now after that point you

play10:27

have increasing returns per unit of time

play10:29

is this making sense

play10:32

the point I'm making here is that time

play10:34

is the thing

play10:36

we all have the same twenty four dollars

play10:38

in our wallet it's about how we allocate

play10:40

them and what we get back for them how

play10:42

well we trade

play10:46

just said that there you go degrees all

play10:49

that

play10:51

so Leverage is the difference between

play10:53

what you put in and what you get out

play10:54

there are fancy definitions for it this

play10:57

is the best one that I have

play11:00

and so I said I would cover three things

play11:01

the first one is how making money really

play11:03

works the answer to that question is

play11:05

Leverage

play11:06

you make more money by trading your time

play11:08

for more [ __ ]

play11:10

more output

play11:12

the second

play11:13

is why new stuff is making you poor and

play11:15

this is especially relevant for everyone

play11:17

here part of this again was inspired by

play11:19

the conversations I was having last

play11:20

night at Yogurtland so thank you for

play11:22

everybody who shout out for that

play11:24

this is also how not to get leverage and

play11:26

I felt compelled to make this because I

play11:28

hope that some of you identify with this

play11:30

because I would bet

play11:31

that the majority of you are doing this

play11:37

how not to get leverage there are five

play11:39

pieces to this that I want to break down

play11:40

today number one uninformed optimism

play11:43

number two is a story I'll tell you

play11:44

about a construction buddy of mine

play11:45

number three is something I call the

play11:47

magic wand Story number four is half

play11:49

Bell Bridges number five is one with the

play11:50

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

play11:51

clue and that means you will so let's

play11:53

start with uninformed optimism

play11:56

who here has seen this this is stages of

play11:58

change stage of transition anyone seen

play12:00

this this chart before okay cool not a

play12:02

lot of you perfect

play12:03

so there are five steps and I remember

play12:05

the first time I saw this it like it

play12:07

changed my life

play12:09

whenever you're analyzing something new

play12:12

who here has had a buddy tell you about

play12:14

something that they're doing and they're

play12:15

making a lot of money doing it and then

play12:17

you immediately feel shitty about what

play12:18

you're doing and then think I should get

play12:20

out of my opportunity vehicle go over

play12:21

here and do what they're doing who's

play12:23

felt that

play12:24

thank you everyone has

play12:26

the reason is because we're at step one

play12:28

which is uninformed optimism you don't

play12:31

know enough about what they're saying

play12:32

they're just giving you the highlights

play12:34

they're giving you the Instagram reel

play12:36

they're not giving you the real

play12:41

once you decide to get out of your

play12:43

little vehicle and then going over there

play12:45

then you tell your buddy you're like hey

play12:46

why am I not making money he's like oh

play12:48

well there's like a hundred other

play12:49

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

play12:50

about in the beginning but like and it's

play12:52

actually nearly impossible and I got

play12:54

really lucky that one time

play12:56

um and and now all of a sudden it looks

play12:57

like all the people at your old job are

play12:58

making more money than you uh but yeah

play13:00

let's keep doing it so you move to St

play13:03

stage two which has informed pessimism

play13:05

you are now aware of the [ __ ] that is

play13:07

involved to make the money that you want

play13:08

in this new thing

play13:11

now you think okay this is probably the

play13:13

worst part

play13:14

but then time elapses

play13:17

and it's still shitty and you still

play13:20

haven't made money yet it blows more now

play13:23

because you have invested more time and

play13:26

still have zero so your actual output to

play13:29

time is low rate which is why it's so

play13:31

painful

play13:32

which is where people get into the

play13:33

crisis of meaning why the [ __ ] am I

play13:36

doing this what does money even matter

play13:37

anyways you know what I'd be happier if

play13:38

I just spent more time with my kids you

play13:40

change your goal because you encounter

play13:42

difficulty

play13:44

and so it happens most times

play13:47

is that people then crash and burn

play13:49

I'm going to skip one forward and then

play13:51

I'm going to come back because I want

play13:52

the visual to work the way I want

play13:54

um ah [ __ ] it

play13:56

okay so if you're at the crisis of

play13:58

meaning this is where most people

play13:59

offshoot what happens here where that

play14:01

that fourth dot there on the bottom

play14:04

if I were to cross it out and write

play14:06

uninformed optimism again

play14:08

that's what most of you do

play14:10

you find about something cool

play14:13

inform pessimism it kind of sucks oh

play14:15

[ __ ] it's way harder than I thought

play14:17

uninformed optimism I'll try something

play14:19

else

play14:21

and then you do it again and again and

play14:24

again

play14:25

and the difference between video games

play14:27

in real life where you you face the boss

play14:29

and you can't pass the level until you

play14:31

beat the boss is that when you die in

play14:33

the video game you restart a few seconds

play14:35

later in the game of Entrepreneurship

play14:38

you start years later

play14:39

this is why people don't progress they

play14:42

keep fighting the same boss that can't

play14:43

learn the same [ __ ] lesson they keep

play14:45

losing

play14:46

and I'm saying this because some of you

play14:48

I heard at Yogurtland and I know that

play14:50

that's representative of other people

play14:51

here

play14:52

you keep fighting the same boss and the

play14:55

boss is being able to stick with it

play14:58

is getting through in different charts

play15:01

on this the crisis of meaning is also

play15:02

called the valley of despair

play15:04

is getting through

play15:07

from there you get into informed

play15:09

optimism you figure out that little

play15:11

thing like I had to do this one thing

play15:12

and then this started working and then

play15:14

you know what I found out I could clean

play15:15

the list through this tool I found on

play15:17

the internet because I joined this forum

play15:18

and they started doing that and then all

play15:19

of a sudden my pickup rates tripled

play15:20

right or my response rates tripled or my

play15:23

throughput on my website went up

play15:24

whatever it is right

play15:26

and so you have to get through that

play15:28

piece then you get to informed optimism

play15:31

and the number six you achieve and then

play15:33

all your friends are like yo what are

play15:35

you doing you're like oh I got this

play15:36

thing and then all of them come right

play15:41

that is where most people start

play15:42

something new over and over and over

play15:43

again and they don't learn the lesson

play15:46

and so this is what their life looks

play15:48

like

play15:49

over

play15:50

and over

play15:51

and over and over again

play15:54

who here has more than one business in

play15:56

the last 24 months be honest

play15:59

thank you for being honest I appreciate

play16:00

it

play16:02

first thing it's normal I had nine

play16:04

businesses and I was broke

play16:06

so I say this with the pain of

play16:08

experience I'm not saying this to to be

play16:10

on a Pulpit I'm saying it because the

play16:11

faster you can get through it the faster

play16:13

you will start making money you have to

play16:14

beat the boss

play16:17

everyone thinks the grass is greener but

play16:19

the other side's still aligned with [ __ ]

play16:23

like that's why the grass is so great

play16:24

there's [ __ ] everywhere I have a CFO

play16:26

who's been with us for a long time she

play16:27

went through all of our exits last year

play16:29

she's probably almost 60 and she has to

play16:31

sing she's like it's all [ __ ]

play16:33

doesn't matter what business it is they

play16:35

all got [ __ ] she's Southern

play16:37

and uh Suzanne's awesome but it just

play16:40

always reminds me of this is that

play16:42

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

play16:43

starting something new we encounter

play16:44

something that we didn't know before and

play16:46

we're like oh this makes this shittier

play16:48

and then we think well are we going to

play16:50

jump out no

play16:51

well this is new information great we're

play16:53

more informed fantastic so that is the

play16:56

thing number one that is keeping you

play16:57

poor uninformed optimism

play17:00

number two is a little story I want to

play17:02

tell you so I was called up probably two

play17:04

three years ago by a guy I knew in high

play17:06

school we hadn't talked in a while and

play17:08

he said hey I've got this roofing

play17:09

business uh you know I want to scale it

play17:11

I want to go big I was like that's

play17:13

awesome man

play17:14

and so he was telling me about the

play17:15

roofing business tell me about the

play17:16

roofing business and all of a sudden he

play17:17

says

play17:18

oh yeah I mean we also do some general

play17:20

contracting work I was like

play17:22

okay uh

play17:25

why don't you grow the roofing business

play17:26

he said well you know don't leave money

play17:28

on the table okay

play17:30

um

play17:31

and then this is going to sink in for

play17:33

some of you guys uh and then and he was

play17:36

like I was like so you've got the

play17:37

roofing you got the GC stuff he's like

play17:39

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

play17:41

pause for a second it's like well we

play17:43

also kind of flip houses too so we like

play17:46

fix them and flip them we also do the

play17:48

Contracting work but we fixed the roof

play17:50

so we just get huge costs we're

play17:51

vertically integrated

play17:53

it's like dude you're making less three

play17:54

million bucks you're gonna [ __ ]

play17:55

vertical integrated you're distracted

play17:56

right

play17:58

and

play18:00

he was like how do I scale and I was

play18:02

like just pick one he's like what do you

play18:04

mean I was like pick one it's like why

play18:06

do you think you can't build a billion

play18:07

dollar roofing business

play18:08

just doing Roofing and just get better

play18:10

at doing Roofing

play18:12

he said well I don't leave money on the

play18:13

table

play18:14

who here said they don't leave money on

play18:15

the table

play18:16

the money or you were leaving on the

play18:18

table is the focus that you're not

play18:20

giving to the one thing that matters

play18:26

and so by the way this is the self-made

play18:28

women list for Forbes this is Diane

play18:30

Hendricks

play18:31

she's the number one wealthiest

play18:33

self-made Woman by the way and she owns

play18:35

if you can see it there ABC Supply

play18:37

which is Roofing

play18:41

not housephobic not General Contracting

play18:44

work

play18:45

Roofing

play18:47

why didn't he build that

play18:49

he's smarter than Diane Hendricks that's

play18:51

why

play18:53

so this is the list

play18:55

and this is what I want you to notice

play18:56

about this this is the Forbes the top

play18:57

six for women self-made

play19:01

notice the age of the people on there

play19:03

age is the left column 75 78 84 90 89

play19:06

63.

play19:08

on the right notice the source Roofing

play19:11

Healthcare software retailing gas

play19:14

stations Trucking Little Caesars Pizza

play19:16

I.T

play19:19

so sexy

play19:23

the point of this slide is that if you

play19:26

want to build something epic you have to

play19:28

be able to do the same thing for an

play19:30

extended period of time without

play19:31

convincing yourself you're smarter than

play19:33

you are

play19:36

which means if you wanted to not make

play19:38

money this is what you should do

play19:40

number one do lots of different things

play19:43

number two do them for short periods of

play19:46

time don't stick with it too long

play19:47

because you might see success number

play19:50

three do not get help okay

play19:53

number four make all the mistakes in

play19:55

your own it's the best way to do it

play19:56

because otherwise if you start learning

play19:58

from other people's mistakes you can

play19:59

move faster so don't want to do that

play20:00

when you make a mistake do it again

play20:03

just repeat it especially if you're like

play20:05

I've been here before do the same thing

play20:07

who here knows the definition of

play20:08

learning

play20:09

I'll tell you

play20:12

same condition different Behavior

play20:15

so if you want to teach someone

play20:17

something and you present them the same

play20:19

condition and they have not changed

play20:21

their behavior they have not learned

play20:24

if you came to this Workshop this

play20:26

weekend with the intention of learning

play20:28

something can I get everybody to raise

play20:29

their hand if they had the intention of

play20:31

learning something while they were here

play20:33

if you go back home

play20:35

and your behavior does not change

play20:37

you learned nothing

play20:40

nothing

play20:41

truly took the money and burned it along

play20:45

with losing the output that you lost in

play20:46

the time of here plus travel

play20:49

so if that definition has been singed

play20:52

into my mind because if I want to learn

play20:53

something and I have the same condition

play20:55

that's been presented I have to ask

play20:57

myself if I do the same thing again it

play20:58

means I have not learned

play21:00

and I don't want to play this boss again

play21:04

so if you do want to make money you can

play21:06

flip it you do one thing for a very long

play21:08

period of time you get help from other

play21:10

people You observe what other people

play21:11

have been doing you only make the

play21:13

mistake one time if you are going to

play21:15

make them

play21:16

and you always grow and challenge the

play21:17

beliefs that you had and try and answer

play21:19

the question what do I believe to be

play21:20

true that is not

play21:24

because ordinary business is done for

play21:26

Extraordinary time create extraordinary

play21:28

results

play21:29

compounding is the thing

play21:31

like it has to compound if the vehicle

play21:33

you are in right now does not compound

play21:35

with time then change the vehicle

play21:37

get into something that if you stick

play21:39

with it for an extended period of time

play21:40

it would be unreasonable that you will

play21:41

be poor

play21:44

that was my construction Buddy Story

play21:48

so I had a conversation with a different

play21:49

friend

play21:50

and he had a zillion businesses like a

play21:53

zillion I get a spreadsheet for how many

play21:55

businesses he had and they were all

play21:56

[ __ ] businesses they didn't actually

play21:57

make any money but he had like a logo

play21:59

and a website and like some VA you know

play22:01

what I mean like oh it's a business

play22:03

and he was believing the fallacy of I'm

play22:06

just going to wait to see the thing that

play22:08

takes off and then go on on that who

play22:10

here has thought this thought

play22:13

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

play22:15

wait I'm gonna be patient see which one

play22:18

works out and then because I'm a good

play22:20

you know statistics guy I'm gonna go

play22:22

with the winning horse right

play22:25

but the reality is that any of them

play22:27

could take off

play22:28

you could have a billion dollar roofing

play22:29

business you have a billion dollar GC

play22:31

business you have a billion dollar

play22:32

householding business

play22:34

but

play22:36

you can't have them all

play22:38

so you got to focus you gotta pick one

play22:40

and the nice thing is it doesn't really

play22:41

matter which one you pick but you do

play22:43

need to pick one the picking is the

play22:45

thing that grows it the ability to say

play22:46

no is the thing that grows it not the

play22:49

thing you pick

play22:50

it's who you are as a consequence of the

play22:52

decision that changes the outcome not

play22:55

the vehicle does that make sense

play22:58

so how arrogant is it to think that we

play23:01

can do multiple things at once and

play23:03

compete with someone who's spending all

play23:04

their time on that one thing

play23:06

it's ridiculous and yet we still do it

play23:09

and so this is I love this little

play23:10

cartoon this guy you know he's got all

play23:12

the spinning plates

play23:13

and this is this is me with the red hair

play23:16

going to this guy who's hopefully my

play23:18

competitor and handing him more plays be

play23:20

like oh do you see all that shiny object

play23:22

over there here more plates go I'm just

play23:25

going to do this one thing

play23:27

it's my favorite thing in the world

play23:28

competing against somebody who's doing

play23:29

lots of things it's very easy to win you

play23:31

don't have to do much

play23:33

because you only have to do a tenth of

play23:35

what they do

play23:37

so this is what Focus really looks like

play23:39

one thing all in

play23:43

you can write that down you can Circle

play23:45

it

play23:45

one thing all in so I asked my friend of

play23:48

mine that had the Excel sheet with all

play23:49

these zillions of questions right I said

play23:51

if I had a magic wand and I ended all

play23:53

your side projects except for one

play23:56

just one the one that you think has the

play23:58

most opportunity the one that's probably

play23:59

making the most money right now that

play24:00

you're not paying attention to because

play24:01

it's boring because it's always been

play24:02

doing a while

play24:03

he's like yeah I was like you know what

play24:05

business it is he's like yeah

play24:06

like okay if you ended everything else

play24:08

because I I have a magic wand so I get

play24:10

to make the rules

play24:12

magic wand

play24:13

they all disappear I said how easy would

play24:14

it be to grow that thing

play24:16

he just looked at me it's like

play24:18

really [ __ ] easy

play24:19

I was like hmm

play24:21

interesting

play24:24

and so he's like but that would be so

play24:26

hard because of insert real reason that

play24:28

no one gives a [ __ ] about

play24:31

no one cares but I have to fire that

play24:33

uh-huh

play24:34

but I would have to shut down uh-huh

play24:36

but I would have to lay off uh-huh

play24:41

all the riches you want are on the other

play24:43

side of a few hard conversations

play24:45

and most people spend the rest of their

play24:46

lives not having them and being poor and

play24:48

wondering why

play24:49

it's gonna suck it's gonna be okay

play24:54

that was my number three story the magic

play24:55

wand

play24:57

number four my favorite story

play24:59

who here has seen The Matrix

play25:01

awesome

play25:03

you need to become the person who can

play25:05

say no to the woman the red dress

play25:07

the woman in the red dress is the

play25:09

representation of everything that is

play25:10

shiny object and beautiful and wonderful

play25:12

in the world whatever your flavor of

play25:13

woman in the red dress is

play25:17

and the thing is and this is something

play25:19

that I have now learned painstakingly is

play25:21

that being able to say no to the one in

play25:23

the red dress changes at levels

play25:26

you can say no to the one in their

play25:28

address who's a crackhead on the corner

play25:30

right a thousand bucks a month you're

play25:32

like I can say no to her no worries well

play25:34

I got something better right but then

play25:37

the ten thousand dollar a month girl

play25:38

you're like huh okay interesting and if

play25:42

you're making ten thousand dollars a

play25:43

month it's hard to say no to that girl

play25:46

but let's say that you're a a

play25:48

hard-working discipline [ __ ]

play25:51

you get to a hundred thousand dollars a

play25:52

month there's a hundred thousand dollar

play25:54

a month girl that's an opportunity that

play25:56

is much bigger than the one that you

play25:57

said no to before and you have to learn

play25:59

to flex the muscle at every level this

play26:01

this is a lesson that I learned the hard

play26:03

way

play26:04

I started a supplement company

play26:06

when Jim Walsh was doing 26 million a

play26:08

year and rather than say oh why don't I

play26:10

just take gym launch to 40 next year

play26:12

I'll start another thing

play26:14

gym launch stayed the same and then I

play26:17

added another source of Revenue that got

play26:18

us to 37 but it was a mistake

play26:20

strategically I can tell the story it

play26:22

sounds great on paper we sold the

play26:24

company lots of money whatever but like

play26:25

it was not the right move

play26:28

and so I had learned how to say no to a

play26:31

million dollar opportunity

play26:32

a five million a 10 million but I hadn't

play26:35

learned how to say no to a 20 million

play26:36

opportunity when I was making 20 million

play26:39

and so like the woman in the red dress

play26:40

becomes more seductive more attractive

play26:42

the better you get

play26:45

the more status you get the hotter the

play26:47

girl you attract right and I'm saying

play26:49

this figuratively for entrepreneurs does

play26:51

that make sense for everybody who's not

play26:52

into women with red dresses okay

play26:55

because this is what the woman in the

play26:57

red dress really looks like

play27:03

just ready

play27:04

to smash your [ __ ] and distract you and

play27:08

spread you thin so that you can't keep

play27:10

your eye on the ball

play27:11

and then eventually she spreads you so

play27:14

thin that you don't know how to get out

play27:15

and it feels like quicksand because as

play27:17

soon as you put out fires here there's

play27:18

fires here there's fires here fires here

play27:20

I need more Talent you take the best

play27:22

person from over here to fix that

play27:23

problem then this thing goes to [ __ ]

play27:25

how do you get out gotta cut [ __ ] gotta

play27:28

eat your ego

play27:29

you got to watch your Revenue go down so

play27:31

you can refocus reconsolidate bring the

play27:33

troops in I'm saying this because

play27:35

someone here needs to do this and I wish

play27:37

I had [ __ ] heard this from somebody

play27:39

else

play27:40

I would avoid a lot of pain

play27:43

so how do you become that person who can

play27:45

say no to the woman in the red dress

play27:47

you do the activities someone with those

play27:49

character traits would do despite not

play27:51

feeling good about it

play27:52

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

play27:54

us home

play27:54

so Leila and I were on this walk not

play27:56

that long ago and I said you know I was

play27:59

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

play28:02

need to be more patient right and she

play28:04

was like

play28:05

I don't think you're impatient

play28:07

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

play28:08

let's I want this to be faster I want

play28:10

everything to be bigger faster stronger

play28:12

she's like yeah but

play28:13

you're not changing your behavior

play28:15

like you feel that way but you haven't

play28:18

done anything that's not aligned with

play28:20

the long-term strategic Vision I was

play28:21

like yeah but I feel [ __ ] terrible I

play28:23

want to be like Zen about it he's like

play28:25

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

play28:27

patience is about the behaviors we do

play28:29

not how we feel about behaviors

play28:31

so who here has heard the quote courage

play28:34

is not the absence of fear but it's

play28:35

action despite fear right

play28:37

patience is not not feeling impatient

play28:40

and feeling terrible about waiting about

play28:41

not jumping on these opportunities

play28:44

it's about not jumping on the

play28:45

opportunities despite feeling like [ __ ]

play28:47

about it and wanting to right loyalty is

play28:50

not necessarily about the fact that your

play28:51

eye doesn't get caught every once in a

play28:53

while right or maybe even feel a desire

play28:55

that you wish you didn't feel

play28:57

it's about what you act on it

play28:59

because who here would rather have

play29:01

somebody okay I think you already know

play29:02

where I'm going with this right in terms

play29:04

of loyalty how would you rather right

play29:05

you'd rather the person not act on the

play29:07

behave on the thought that is how you

play29:09

gain the trait and then over time this

play29:11

is my belief

play29:12

if you do that enough times those

play29:15

feelings go away through exposure

play29:17

therapy like you get exposed to this

play29:19

condition over and over again and

play29:21

eventually

play29:22

you know that you don't die because

play29:23

that's what it feels like

play29:25

and so whether it's a loyalty issue an

play29:27

Integrity issue a courage issue a focus

play29:29

issue which is the point of this message

play29:30

today

play29:34

to become that person you just start

play29:36

acting like the person who has those

play29:38

beliefs and you behave in that way and

play29:40

then it will sink in

play29:43

want me to their address

play29:44

so new distractions kill leverage and

play29:47

keep you poor Focus multiplies it

play29:49

I said three things number one how

play29:52

making money really works it all comes

play29:53

down to leverage number two why making

play29:55

new stuff is making you poor

play29:58

which means you have to focus and number

play30:00

three is why better is Leverage

play30:03

this is the make money part

play30:05

here's a simple approach to growth that

play30:07

we use with our portfolio companies

play30:09

better is better than new

play30:13

better is leverage because remember

play30:15

Leverage is how we get more from what we

play30:17

put in

play30:18

if you do it better

play30:20

you get more for what you put in that is

play30:22

Leverage

play30:23

examples

play30:25

if you have call scripts if you make

play30:27

content if you have websites that you're

play30:29

building if you have follow-up sequences

play30:31

if you have offers

play30:32

if you do the current thing you get what

play30:35

you currently have if you make it better

play30:37

you will get more from the activities

play30:40

you can create leverage in your business

play30:43

by being better

play30:45

and better comes from boring

play30:47

most of us solved an emotional need by

play30:49

quitting whatever we were doing to start

play30:51

to become an entrepreneur

play30:52

and then we had a positive reinforcement

play30:54

from that from that behavior and so then

play30:56

we learned that as a way of life

play30:58

but the problem is that the thing that

play31:01

forced you or gave you that emotional

play31:03

that decrease your action threshold thus

play31:05

that you would jump into the next thing

play31:08

is the very thing that'll make you jump

play31:09

out of the opportunity that could become

play31:11

your billion dollar thing

play31:13

does that make sense you felt

play31:15

uncomfortable on your job you quit your

play31:16

job you got rewarded and so you think oh

play31:18

when I quit things I'll get rewarded but

play31:20

that's the wrong lesson it only works

play31:22

once

play31:23

and then you have to unlearn it and with

play31:25

each level of Entrepreneurship there are

play31:26

lessons like that that you have to

play31:27

unlearn the thing that got you there

play31:29

better comes from boring

play31:31

it is not exciting to run your 38th

play31:34

split test on a landing page it does

play31:36

make you more money

play31:39

it comes from doing all the [ __ ] that

play31:41

you know you should be doing but aren't

play31:43

and so right now this is an activity so

play31:45

this is an active part

play31:46

imagine a list of all the stuff you know

play31:49

you should be doing but aren't doing

play31:50

right now within your existing business

play31:54

like right now like top of your head you

play31:56

know there's some [ __ ] that you should

play31:57

be doing in your business

play31:59

I'm going to give you 15 seconds

play32:07

the reason that stuff is so important is

play32:10

because you already know what you need

play32:11

to do

play32:12

and we come here get raw Rod

play32:15

Etc

play32:17

but

play32:18

the [ __ ] is on your desk at home

play32:21

that is the work that must be done it

play32:24

needs doing

play32:25

and most of us know what to do and we

play32:27

don't want to confront it because we

play32:28

want to do something more stimulating

play32:29

and exciting that makes us feel alive

play32:31

and your business doesn't give a [ __ ]

play32:33

better

play32:34

is boring and better gets you more for

play32:37

what you put in better as leverage now

play32:40

imagine who here has a few businesses

play32:43

be really [ __ ] hard to make that list

play32:45

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

play32:47

too much too much stuff

play32:49

to make the business

play32:51

which means

play32:52

becomes impossible

play32:54

which means that's why you have to pick

play32:55

one because there is so much stuff that

play32:57

has to be done to do one business right

play33:00

just do it right

play33:02

if you do it right you grow by default

play33:05

there's a promise

play33:09

who here is like I know I should be

play33:11

doing more email follow-up I know I

play33:12

should be calling my leads within five

play33:13

minutes

play33:14

who here thinks that right now

play33:16

okay let me ask a different question and

play33:18

many of you did raise your hand

play33:19

who here calls other leads within five

play33:21

minutes

play33:23

okay like two hands you will triple your

play33:26

sales

play33:27

triple

play33:28

triple

play33:29

who wants to Triple the [ __ ] business

play33:30

triple

play33:32

but that sounds boring

play33:35

sure is gotta Implement CRM got to get

play33:37

round robin set up

play33:39

Lee's got to come in you got to figure

play33:40

out how call prioritization Works

play33:42

between the team

play33:43

that's boring

play33:44

makes you a shitload of money

play33:46

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

play33:48

two different businesses the guys who

play33:50

got the [ __ ] dialed

play33:52

better gets you more for what you put in

play33:58

and when you do get home

play34:00

order it from the amount you have to put

play34:03

in to get the thing done that will

play34:04

result in the most output

play34:06

and start taking them off

play34:10

and you continue to ignore the new

play34:11

things that sound really exciting

play34:13

and you become the person who's able to

play34:14

do that by pretending to be the person

play34:16

who's able to do that

play34:18

because you already know what to do so

play34:20

this is a mental model I really like a

play34:21

lot

play34:23

who here has ever had a coach or a

play34:25

mentor

play34:26

has anyone ever coached or mentored

play34:28

other people

play34:29

does anyone feel like they're a better

play34:30

Mentor than they are a person who does

play34:31

[ __ ]

play34:33

I do all the time

play34:36

and so the thing is is I ask myself this

play34:38

question it's actually been one of the

play34:39

like most profound most helpful

play34:41

questions I've had which is if I were

play34:43

coaching me and the beautiful thing

play34:44

about this is that when you coach you

play34:46

you have no other agenda

play34:47

you're just trying to help you

play34:49

and you also have more information than

play34:50

anyone else has you've been on every

play34:53

conversation you've been you've read

play34:54

every email you've seen every report

play34:57

so if you were coaching you right now

play35:00

what would you tell you to do

play35:02

and what's crazy about this is that half

play35:04

the [ __ ] time is not what I'm doing

play35:07

coach me much smarter than Mimi

play35:10

right

play35:12

Mumu okay

play35:14

um

play35:15

take your own advice

play35:17

if you do that I promise you'll make

play35:18

more money

play35:20

be like ah but I'm a special snowflake

play35:22

you're just convincing yourself that

play35:24

you're smarter than you are giving

play35:25

yourself reasons that reality does not

play35:26

apply to you

play35:28

it does and this is just a boss level

play35:30

you might need to keep going against the

play35:31

snowflake until eventually you figure

play35:33

out that you just got to melt it by

play35:34

being there and hanging in

play35:37

and so in my entrepreneurial career

play35:39

there's two periods very clear

play35:40

definitions of periods of time in my

play35:43

life the first period was when I was

play35:44

distracted this is when I did not make

play35:46

money I had six gyms I had a launch

play35:51

business return we do gym turnarounds in

play35:52

person that's where I actually

play35:53

physically was not at my gyms I had a

play35:56

dentist a dental agency I had a

play35:59

chiropractor agency

play36:01

I think I had something else

play36:04

more lots of fingers right and I was 26

play36:08

ish

play36:10

and I would love to tell people oh I own

play36:12

nine companies right

play36:16

I'm poor but

play36:20

um but it felt really good struck my ego

play36:23

not my bank account so it was only one

play36:26

Layla the angel of my life it was like

play36:28

Hey you know

play36:30

this one makes us the most money and you

play36:32

spend the least amount of time on it

play36:33

that Jim launch thing actually works

play36:36

uh but I have to like I would have to

play36:38

like sell all those gyms I'd have to end

play36:40

Partnerships I'd have to let go of

play36:41

people in the agency and she was like

play36:43

yeah or you could just you know keep

play36:45

doing what you're doing just clearly

play36:46

working

play36:49

Point taking you know

play36:51

um and so over the next 90 days I sold

play36:53

five gyms shut one down shut down both

play36:57

agencies

play36:59

um and got rid of everything

play37:01

and 12 months later from that moment we

play37:05

were doing one and a half million a

play37:06

month

play37:08

from zero

play37:09

and so and 12 months after that we had

play37:11

four and a half million a month

play37:13

one thing

play37:15

and so this was the second period

play37:17

just focus it's so much easier to stack

play37:19

the deck in your favor if you just do

play37:20

one thing

play37:22

because when you focus on one thing you

play37:23

make it unreasonable to fail if you do

play37:24

one thing for an extended period of time

play37:25

it becomes unreasonable to suck if you

play37:27

do it more than anyone else has done it

play37:29

you'll be better than that

play37:30

just is what it is people watch all the

play37:32

time they're like hey how did you get so

play37:33

good at sales I took four thousand

play37:34

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

play37:35

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

play37:37

through a sales training at four

play37:38

thousand [ __ ] conversations that's

play37:39

why I did it

play37:40

and so if you if you wanted to be the

play37:42

best salesman in the world then have

play37:44

more sales conversations than anyone

play37:45

else has if you want to be the best real

play37:47

estate investor then do more deals than

play37:48

anyone else has and the sub like the

play37:50

subsequent before that is send out more

play37:52

mailers than anyone else has have more

play37:53

cold callers than anyone else has send

play37:54

more cold DMS than anyone else has

play37:56

and you'll become the best

play37:58

and if you put that as the output the

play38:00

thing that you're looking at

play38:01

it becomes unreasonable that you would

play38:02

be not the best right like you're at

play38:05

least going to be top 10.

play38:07

and if who here would be top 10 in real

play38:08

estate in the US would you be okay with

play38:10

that

play38:10

right it wouldn't be bad

play38:13

and the thing is that everyone fails

play38:14

because they want to move fast like this

play38:16

is the number one issue so

play38:18

they don't have a solid foundation they

play38:20

draw the dotted line they think I'm

play38:22

going to try and shortcut it I'm not

play38:23

going to fix my product I'm not going to

play38:25

make it really good because I want to go

play38:26

fast because I want to show to my

play38:27

friends that I'm growing every month I

play38:29

wonder how good I am

play38:30

the thing is it's a short game

play38:32

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

play38:36

restaurant example is so simple so many

play38:38

people start a restaurant slap two

play38:40

pieces of Wonder Bread together put a

play38:41

slice of bologna in there and then

play38:43

Market it like [ __ ] crazy and they're

play38:44

like dude I don't get why my business

play38:46

isn't growing I'm like because everyone

play38:47

who has your food literally tells

play38:48

everyone that it [ __ ] sucks and never

play38:50

come back

play38:52

so there's this invisible hand that

play38:53

works against people which is

play38:56

who knows about the power of Word of

play38:58

Mouth right

play39:00

the Invisible Hand who here runs ads let

play39:02

me ask that question who runs

play39:03

advertisement okay

play39:05

if you run ads and it has become more

play39:07

expensive for you disproportionate to

play39:09

the increase in cpms which is cost for

play39:10

impression or eyeballs in that period of

play39:12

time that you've been in business then

play39:14

it means that you have negative word of

play39:15

mouth

play39:17

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

play39:18

many referrals oh but you sure do get a

play39:20

whole bunch of people who you get

play39:22

Negative referrals you get Negative

play39:23

sales you have to spend twice as much of

play39:24

a car Customer because every other

play39:25

customer that you would have acquired

play39:26

was told by someone else not to buy from

play39:28

you

play39:29

it's the invisible hand when you

play39:31

shortcut it promote promote promote

play39:33

and then Flatline and then dissolve and

play39:36

then you come up with new [ __ ]

play39:38

and you who here has seen the people on

play39:40

the internet doing this game

play39:41

over and over and over again they don't

play39:43

get the product right they put two

play39:44

pieces of baloney you know sandwiched

play39:47

together with a baloney slice in the

play39:48

middle and they call it a product and

play39:49

then we have ham with one slice in the

play39:52

middle and it's still [ __ ]

play39:54

because they don't want to take the 12

play39:55

months to actually get the [ __ ]

play39:56

product right

play39:58

but on the long game 10 years from now

play40:01

the guy who takes the first year takes a

play40:03

break even on that year just to get the

play40:04

product right makes everything easy but

play40:06

no one can wait 12 months

play40:09

because they can't see the big picture

play40:10

they keep trying to string three of

play40:12

these little shortcuts together rather

play40:13

than build the foundation

play40:16

better is Leverage

play40:17

better gets you more for what you put in

play40:21

this is what small businesses look like

play40:23

this is what big businesses look like

play40:25

the amount of activity is actually not

play40:26

that different it's just a line it's

play40:29

just all in the same direction

play40:30

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

play40:32

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

play40:33

is there's nothing there's no magic

play40:35

it's just a windup

play40:37

same input more output

play40:40

well boring but better looks like it

play40:43

means split testing landing pages not

play40:45

once but weekly

play40:46

not just one time when you come here you

play40:47

put the process in place to do it every

play40:49

[ __ ] week split testing emails not

play40:51

once but weekly

play40:53

making new ads and creative not when you

play40:54

have to

play40:57

but before you need them

play40:59

role playing with the sales team not

play41:01

once but daily

play41:03

role playing with customer success hey I

play41:05

want a refund hey I hated this hey it

play41:08

wasn't fast enough what did they say

play41:10

role play if you have amazing customer

play41:12

success they role played every day

play41:14

they'll get [ __ ] good I promise

play41:16

how exciting is that not at all

play41:19

not at all but you know what it does it

play41:21

makes more money

play41:23

taking 10 more interviews for the same

play41:24

role sucks

play41:26

to talk to 10 more people for no reason

play41:28

but there is a reason because you're

play41:29

trying to find the one person that's

play41:30

going to give you 10 times The Leverage

play41:32

on that time you got back

play41:35

think about this

play41:36

but if you didn't take those interviews

play41:37

you hire someone wait six months and you

play41:39

have to do the whole thing again and you

play41:40

lost the six months that's what Layla

play41:42

was talking about

play41:43

taking more time to make your lead

play41:45

magnet better

play41:47

make your offer better and better all

play41:49

these things are boring but make you

play41:50

more money

play41:51

and so this is my promise

play41:53

is that doing all the un60 [ __ ] that you

play41:55

aren't doing but no you should is the

play41:57

secret to the success

play41:59

my promise if you do nothing new

play42:01

but only what you already know you

play42:03

should be doing that your self coach

play42:04

tells you to you will make more money in

play42:07

the next 12 months than you can imagine

play42:08

you just got to do it right

play42:12

so this is actually a text I got uh

play42:13

yesterday or yeah it was yesterday

play42:16

um this guy had lost everything

play42:19

um and

play42:21

he had set a goal down for himself and

play42:23

he said hey uh last day of 2021 set a

play42:26

business goal that's always quite

play42:27

honestly unrealistic impossible to hit

play42:29

well I'm going to surpass it in Q3

play42:32

and so the only thing that I told him to

play42:34

do was to commit to the activities

play42:37

I was like just do the same thing every

play42:38

day rain or shine it was Prospect I was

play42:41

a prospect every day he's like and the

play42:43

first few months he actually had a

play42:44

couple good months and then he slowed

play42:46

down

play42:47

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

play42:48

committed I was like because you felt

play42:49

successful for [ __ ] getting an

play42:51

outcome

play42:51

it's irrelevant

play42:53

for who you are

play42:54

some of you guys have heard this quote

play42:56

but your work works on you more than you

play42:57

work on it I was like you need to become

play42:58

the person who isn't satisfied with

play43:00

whatever that outcome was but only by

play43:02

the commitment that you made to yourself