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

Summary

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。

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

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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