It’s Boring, But Will Make ANY Personal Brand Explode in 2026

40:22And the kind of economics works out. Wow. Anyway. Man, that's awesome. Okay. I do want to get tactical. Yeah. And you have this new method called the brick method. And you were explaining it to us. I hate that YouTube title. The idea is great. Somebody suggested that title. I shouldn't have done it. But it's doing well. It's performing well. Yeah. It's doing well. It's the coolest thing that I figured out lately. Okay. well let's talk about it because and you can totally draw if that would help yes okay yeah that would help you that'd be super helpful and i think what's what's super interesting is like we touched on it a little bit earlier you touched on it is um i think you run into a lot of people saying kind of the same stuff maybe regurgitated and or they steal from you that's a fun that happens a lot yeah um i'm kind of used to that now um and i'm not worried about it i think in the in the old days, the way I'd, you know, the way you protect your stuff is to hide it behind a paywall.

41:14And I think the way you protect your stuff now is you're the first one to say it in public. And then people are like, oh, that's cool. It sounds a lot like Taki. So the thing that this solves is, yeah, there's a lot of people saying the same stuff and plus or minus, you know, five or 10%, all of your competitors are saying the same things, like making the same promises, launching the same offers, giving the same advice. And because of that, almost everyone in your market is doing it the same way and if if we let that roll we end up with kind of marketing incest like we're all getting a little bit dumb a little bit uglier every generation because we're all copying each other's stuff and so when somebody says oh my market's really crowded like i'm really excited because that means that there's a there's a market there and it's really easy to win when everyone else is saying the same stuff we have to be is a bit different so the metaphor is this um Years ago, I met this couple.

42:06It was, he went by Thor. I think his actual name was Gulliver, but Thor is cooler. So he was like Thor. Yeah, way cooler. Yeah. And he didn't have a big audience, but every time he posted on Facebook, this is going back like 10 years or eight years or something, there'd be like hundreds and hundreds of comments. And it'd be like a bar fight in there. It's like, everyone's like battling. Now you're a freaking idiot. It's like Republicans and Democrats in a WWE SmackDown. It was just like violent in there. I'm like man how do you get this kind of engagement he said well my marketing strategy is really easy I find a window and I throw a brick through it I'm like huh and so lately I've been thinking a lot about contrarian takes because the way you get cut through is you have an opinion about something that most people don't and so I say contrarian not controversial I'm not doing it for controversy's sake but if you've got a legitimately different opinion about how something should be you need to say that and so the the metaphor is is that recording should we screen record oh yeah yeah we should definitely record i'm really glad you said that uh press and hold it yeah i know you got it and i'll put my mic on so it records that i'm sorry about yeah i'm so glad you said i didn't mean to ask that man i'm sorry i don't feel offended i've been asked dumber questions and come up short with actually no good answer why don't we're gonna clap so we just know for the ipad okay okay um so if you think about it everyone in your market is all looking at the market through the same window, same sheet of glass.

43:28And so the way you get cut through, you can't spend more because they're spending more too. You can't beat them on volume because everyone's doing more volume and now there's AI, so there's even more volume. And so the only way to cut through is you just got to throw the brick of a brand new idea through the conventional wisdom. And so the activities, you go out of all the things that I teach, What does everybody say? What does everybody do? You just make this big fat list, especially for stuff that you think is kind of dumb. Bonus points if you've got, firstly, you need a different take, but bonus points if you've actually done it and you've got some results because then you've got proof.

44:09When you say dumb, do you mean what your competitors are saying that you think is not correct? Or do you mean dumb when it's like you've been doing it for so long that you think everybody knows this information? I mean the first. Okay. Yeah. So if there's something that everyone's saying that you think is stupid, not like this is beginner information. I mean, yeah, that doesn't work or that's not actually being a good human. So like we did one before with free webinar. Everyone says free webinar. Cool. But what if you could do paid workshop and you get paid twice? Once when they buy a ticket. So now your marketing is free.

44:45And once again, when they buy and you separate the buyers from the broke tie kickers, that's a new idea. And so the way I think about it is if we – I don't think I've ever drawn with a microphone in my way before. I'm going to lean this way and see if we can. Okay.

45:07We call this thing bricks, right? And so a bricks job is, number one, break an old belief, smash through a window, and then number two, build a new belief. and so the the break piece is you start by what's the um what's the problem that they're trying to solve and so that's like the problem or the goal um and i think what we're really trying to do is uh ryan holiday wrote a book called the obstacles the way it's like a stoic book that's a great i haven't read it it's one of those but i was thinking about the titles like actually sometimes the way is the obstacle like the thing that everyone's trying to do to solve that problem is actually creating or making the problem worse.

45:45And that's how I think about this. And so our job is to like break their certainty about the old way. And so what we do is we go, there's this old way that everyone teaches. And then we show the flaw or the mistake that, here's why I think it's dumb. And then we show the cost of doing it that way. So you want to get more clients and everyone tells you the best way to get clients is to run free webinars. Okay, here's what's dumb about that. You promote this thing, you spend a bunch on a bunch on ads the people who show up to the webinars are the dudes who've got time to spend two hours on your like two hour dry hump and uh and the people you really want are successful and busy and probably won't show up anyway and so you're spending a bunch of money to attract people you actually don't want what does that cost you well it costs you time on workshop it costs you the opportunity of not getting the guys you want and you end up like being really disappointed in your conversion rate because you're casting your pearls before swine so what we've just done is we've just like loosened the grip of the old way a little bit and so now i think you get to this place where people are open and receptive to okay well you've told me the old way's done but may is there a better way have you got something for me and so then we just do the same thing in in reverse and we go well there's this new better way it's a paid workshop or um yeah or uh you know the only way to sign high ticket clients is with sales sales calls and we explained that sales calls are great to get started but not fun afterwards and blah blah blah so then we show the new way and then we do the you know the proof that the new way is better and so generally speaking the biggest mistake that people make with content is they say they teach stuff that they haven't actually done um and so kanye west he's like um you know i do dope shit and i live a dope life that's the secret here it's not just like talk about stuff we want to do something cool and then tell people about it not everyone's content would be way better if they stopped making videos for a couple of weeks and did something cool and then told the story um so we show the new better way we prove that it works and we talk about the benefits so this is just the exact same journey but in reverse and then we make an invitation to do whatever the next step with with you is and that's how we don't just like break an old belief but we get to like install a new one.

48:02And I think when we do that, you get cut through because you're solving the same problems that everybody else is preaching to, but you've got a genuinely new idea. What have been the biggest brick breakthrough moments for you over this last year? I mean, a ton. No sales team. Yeah, so free webinar to paid workshop was one. Sales team to sales list was a game changer.

48:32relying on ads to figuring out how to make content. Bang, was another. But my whole career is really just have a problem, solve it, and then tell people what I did.

48:46Yeah, there's a ton. Like the way we run our client events is super different to how they used to be. It used to be like two days, nine to five, walk in, we're going to do this one thing, and people leave like excited but exhausted. and now we work in the mornings and we play all afternoon because the event's really about all the stuff you can't do on zoom so there's like bricks and windows for all of the stuff you talking about that just made me think of like our stuff particularly and one of the videos that did super well for you was like you're working with all the boring businesses dude yeah yes i saw that ad it's killer you did yeah yeah because everyone everyone says that right?

49:22They're like you to make profitable money, you have to work with the boring, unsexy businesses. And that's not true. That is not true. You can work with the sexy businesses. It's just harder. And your stuff has to be better because like, if your stuff sucks, fundamentally, if I'm a big, cool brand, I'm like, there's a mismatch here. Like you look at our brand and you look at what you're doing. It's just, there's a huge mismatch here. Completely. You know? So you're saying like, not only can you make more money, but you can do it by working with the gangsters in them. You can work with the sexy brands that are the fortune 1000s.

49:51Because everyone who is, I think, in our space and selling a high ticket thing like we are, their whole thing is - HVAC, plumbers. And I'm like, you don't have to do that. Go after these boring businesses that have a lot of money. There's money to be made. For sure. For sure. And there's money to be made at all sides of that. No one wants to do that. Yeah. Is that what you want on your tombstone, buddy? Yeah, exactly. Yeah. Shot videos of plumbers. Yeah. Yeah. No. Shout out to my plumbers. But even just you drawing that out and explaining it again made me realize like, yeah, we probably should.

50:24Go grab what all competitors are doing. See it. See what you disagree with. Yeah. Because always, I think, in any company or in any business, you're going to see things and be like, that is true. You're saying something true there. But there's also like 60 % of what you say that's fundamentally wrong because we're doing it. You're a practitioner. Do you find that a lot of coaches try to, maybe they have done a little bit, but they try to sell the dream a little bit more and make it seem like they have more validation than they actually have? Yeah, I think that's pretty common. It's what makes our industry kind of gross at its worst.

51:03But what's cool about you guys is you don't just talk about content. Like there's a bunch of people teaching videography, but you guys actually do it. Yeah. And that's, I don't know if this will stay this way, but like that's the core business. And this is the, I know side hustle is not the right word, but you know what I mean? I get what you mean. So anytime I've got, I've got a great client who coaches plumbers, shout out to plumbers again. And they had a plumbing business and they kept the plumbing business for years and years and years because they got to say, well, this is what we're doing in our business.

51:32And here's how it relates to you. And that's cool. um i think there's a lot of talking and the reason that homozy and you know all the people whose content is like you instantly know this stuff is legit is because they're doing stuff and then just here's what i did yeah you have the gym launch story you've got the gym launch this is what we did yeah acquisition yeah right yeah all the other stories yeah versus oh i need to make content about this stuff i haven't actually done anything yet and that doesn't mean don't make content it just means like it's stuff that you do in your own business and stuff you do with clients that's just a super rich tapestry of like ideas for you and so like if you haven't done anything cool yourself but you got your seven hvac clients that you got told to sell well do something cool with them and then tell that story yeah okay i want to keep drawing because i think it's the cool stuff i like the drawing you had a diamond thing offer yes this is what we chatted about just before i can sketch oh yes let's just sketch the whole time all right That's fine.

52:28This is called the Offer Diamond. We said before that really we're just trying to get the right balance between reward on the right-hand side of, you know, what do I get and risk on the downside. And we want to obviously remove as much of the risk as we can and make the reward really clear and obvious and heavy, which gives us like bad side over here and good side over here. and the levers to pull promise. Oops. Try not to draw with a stupid pen. Is promise. And to the idea of offer wrapping before, it doesn't have to be the end promise that we change. It's like, can we just tweak the opening?

53:14And that's really easy to tweak each week or each month. Then we've got bonuses. Most people stack bonuses and try to throw everything at it. People don't want more from you. they want like just enough the biggest reason somebody cancels a service like like ours would be like i'm overwhelmed and so they don't want more stuff they want less stuff that actually helps um so during covid when everyone was freaking out i was in australia and it was gnarly and so we went to like a coaching call every single day so just to get everyone through and it was great but after covid when things are back to normal we're doing a coaching call every day they're like okay well i only come to the one on wednesday morning so there's these four calls i'm not using but i'm still paying for them the easiest like and i feel guilty i should show up more but i'm not the easiest way to stop feeling guilty is to stop paying for the stuff which is dumb but it's normal so guess what now we just do uh one workshop with me on a friday and a workshop with the coaching team on wednesdays and so they come to their one thing and they get what they need um so the bonuses should be how do i get a better outcome how do i make it faster how do i make it easier i mean angio is a really good tool for that um on the other side is risk reversal so we just call that guarantee

54:29and it's basically the you've made this promise and this answers that but what if it doesn't work for me so i'll refund your money or i'll work with you for free until we do or i'll refund your money and i'll give you a thousand bucks to go to this other competitor or whatever your version of that is and then pay plan this is super interesting um really it's about making it safe for people to get started and when you have a program that's paid uh up front people focus on that number if you give them like they it's this much per month they focus on that number we've got a few clients who do weekly billing um because the numbers are small just like you know you can sponsor a child in ethiopia for a dollar a day yeah um you know it's a dollar they're not going it's 365 dollars they're going it's a dollar um and the clever thing about weekly billing is if it's over the course of a year you get 52 you know billing cycles instead of 12 months if you do the maths you get 13 months worth of money for 12 months worth of work so you make an extra eight percent but it feels cheaper just kind of ninja um and then the last piece is urgency and scarcity and so we're always leveraging urgency is easy for workshops because it's you know it's at this time and so the trains leave in the station and scarcity is like limited number of spots and the truth is that most of us couldn't work with like if you've got 10 000 clients tomorrow you'd probably die or the business would break and so there's a an actual real scarcity number and like an actual supply constraint and most of us just don't use it in our marketing enough if you were me with the production company stuff because we're doing really well just making videos for these brands right but i want more inbound to then convert this group to working with us on videos and the ones that can't totally find we can still help them with like their strategy and whatnot yeah do you feel like we would have to do something that is like a workshop for them so we could do one to many or do you think it would make more sense to just try to get them on like a strategy call give them game and then say oh by the way i feel like this would really help you because i have no problem getting on the phone but i'm like was that the best way to get the original first 10 or 20 of them and then switch to something that's like yeah workshop so i would do sales calls for my first five guys if i'm launching a new offer but you've sold this already a bunch yeah we've sold it a bunch just not like product ties like that like someone would come and i'm like oh we're gonna this is going to be an add-on this thing is going to be five grand or something yeah and we're going to help you with that yeah so you could totally just pull the strategy like whether you do the strategy as a separate piece or not you can't just go there and shoot videos you need a plan yes and so you could totally sell the plan as step number one i think that's that's great and that's like that's tweaking the the promise you know it's like the first thing we do is we, we figure out your content strategy.

57:13Yeah. And do you think, you think running ads to just a page to get them to book a call or do you think I have to do workshop and then? No, no. You can do either. Um, the thing I've learned, the longer I do this, like everything works. And so then it really comes down to, so what works for you? And it's not even niche dependent. It's mostly you dependent. Like if you're, if you're a single mom with three kids at home, you don't want to be on sales calls all the time. So we're going to go a sales list so we're going to do a workshop um if you enjoy the calls then you should then you can get someone on a call if you don't enjoy the calls then you can run workshop and there's a bunch of people in the video space who just have a very clear offer like we're going to get you 1 million views in 90 days okay well i don't need a call i can point to the outcome and i'll give you the money for that or you've been posting content for ages and it's not really hitting it's because you don't have a strategy um you're posting stuff it gets no shares it gets no likes it gets no engagement it's driving no leads and it's because these five things are missing so we're going to jump on a call and it's 500 bucks and you buy my and I'll give you the strategy and if you want us to implement the plan we can chat about that afterwards but if not you've got a great plan you can run with on your own that's an offer so I'm never going to tell anyone you must workshop or you must call because it can both can be true because all of it can work all of it can be yeah yeah like you've already sold this thing with workshops and you've sold it with calls they both work it's like okay well how do I want my week to look yeah it's so funny it's like you're um i feel like you're in the business of just like these are the different ways you can do it choose what works best for you yeah and so that's new like i've always yeah i've always been really jealous of competitors who've got like this is the method this is the way oh interesting because it's really easy to sell you're like this is the one mechanism yeah email doesn't work you must do video whatever yeah or video doesn't work you need to do this kind of video or whatever it is and so they've got a very linear one step you know like step-by-step plan that's really easy to sell and it gives people a bunch of certainty i just don't believe that it's accurate yeah and we yeah we don't either we found that you know like it can all it can be true so then the then the thing is um to the japanese toilet callback like well if it all works and you try everything you end up smearing mess everywhere but instead we just want to like so every client who starts with us the very first thing we do is we figure out like there, this is the jigsaw puzzle.

59:33These are all the options. We're not going to do those bits, but this one here fits you and that one fits you. And for you, let's tweak them like that. And so part of our work really is customizing so that you end up with something that fits you like a glove that you can do kind of effortlessly forever. Okay. So let's go into that. Most of the people that you're working with are making six figures a year coaching and they want to get to seven well they want to get to more yeah just more yeah okay yeah what are those main roadblocks that you see people dealing with yeah and um what are maybe the most common things that you can share or that you teach i can share all of it dude there's nothing hidden um are there are there like main things that you see like common things you see um that keep people from from scaling their coaching businesses yeah there's heaps um so this is the ever do you have any friends who do jigsaw puzzles probably not because you're young and cool no my wife loves jigsaw puzzles yeah like sudoku or something love sudoku i was playing wordscape with my fiancee on the way back from north carolina so you've seen a jigsaw puzzle oh yeah they're awful i hate them um same it's like a thousand pieces on a table for like a week while she figures out the spots uh imagine doing a jigsaw puzzle without being able to see the picture on the top of the box really freaking hard so the first thing we do is go okay here's what the top of the box looks like if it's done and done right um check in that's still recording and it is uh so the first thing we want to figure out is like out of all the options what's a hell no because often we get confused with like i should be doing this oh i saw that on the internet i should do that i should i should i should and we end up like shooting all over ourselves so we was like first thing is like cut off the hell nose so um the customer journey goes attract, which is like lead generation and then lead nurture and then conversion and then client delivery.

1:01:29We usually start at the back and we go, okay, so we're either selling something short or we're selling something long. Which one is it? Well, we're selling a short cohort. So I'm just going to take MRR off the table. We call this a hero program and we could dig into that if we need to. Okay, cool. So in order for that thing to sell, regardless of what we're selling, it needs a great offer, which is the diamond we just drew before. So there's going to be an offer diamond. Are we going to sell it with calls? Are we, sorry, with calls? Are we going to sell it straight off a page? Well, right now we're selling with calls.

1:01:58Okay, so that's our path. And I'm going to cross dock off for now. So this is really a process of elimination. because this is like everything you could do, but we don't need all of it. Then lead nurture. We've got chat and a DM. We've got email, which we're not sending enough. We've got long form that you guys crush. Yeah. And maybe there's a VSL. Yeah. Is that true? There's a VSL? Yeah, I would have thought so given you guys. Okay, cool. And then the lead gen piece is for us, it usually starts with short form content. So it's daily. We're going to do something short form. Each week we're going to offer a micromagnet, a lead magnet that doesn't teach you anything, but just gets you an outcome.

1:02:39GPTs are great for that. I had a question about GPT. Yeah. Because you trained yours and it talks just like you. I didn't train mine. Toni did. She's amazing. How do you train in GPT? She spends 20 hours on each one of those little things. Wow. Because it's incredible. Plugging in how you speak, a transcript. What the rules are. Yeah. This is the outcome, how you get to this outcome. 20 different ways. Completely. So there's like the process, which is, you know, ask these questions to deliver this output and that's a piece of it. But they're really trained to talk like Taki and to push back where I'd push back and to dig deep.

1:03:17I wish I could tell you how she does it. I don't know. I just know that. I was just so curious, like, do you do it on GPT? Like if we wanted to do it, like if we wanted to train a GPT, I don't even know how to even start training. I bet we could ask it. Yeah, probably. Yeah. so one of the things that that we do is we build a it's called an abc doc um for each client and abc is a is the avatar so he wants to know a lot about them their secret fears frustrations wants and aspirations their business to the point where they'd read it and be like holy shit you've been camping out in my head then the b is your business like what do you sell and who's it for and and what are the programs and the price points and all the stuff and then c is character this is like your tone of voice and personality and so all of the gpts have that in their instructions it's like read this um god i could totally i could just talk for an hour and do it give it all the thing yeah it's just it's an interview process and if you've got content probably less these kind of because it's sure but if you've got like um where it's about you that content yeah we have some solo ups yeah all your course material yeah sure all that stuff gets fed in oh yeah we have calls you got huge that right yeah yeah yeah yeah um and any kind of group coaching call which knows how you think like so that's like that's how you get the tone right i see um i feel like we're far away from where we started yeah sorry you're right um i'm sorry no don't be silly it's totally fine it's great uh and so we've got like a daily weekly monthly rhythm daily short form content often but not always boosted or ads run to it to amplify weekly there's a lead generator once a month there's a workshop and so we're just with a client we're like this is the menu of options and let's figure out what you need um and so we start the coaching process with a picture of what the puzzle looks like when it's done and hopefully half of the pieces we can throw out and at its worst it's like a i don't know a nine piece jigsaw which is easier than a thousand piece jigsaw anyway with with what we're doing right now right it's three grand and you you get a group of people in yep at the end of the six weeks so many of them are like this is the best i want to keep going yeah right yeah how do we take it from where it's at right now and get it to this where every single month we're like kick like what would it stacks what does that look like reoccurring revenue yeah and we would love that yeah we would love that yeah and that came out of um my son ethan was born uh in the pregnancy there was also stuff went wrong so we knew something was not right and part way through uh when he was a year and a half old we found out he had cerebral palsy and autism a bunch of stuff and so there was times where we had to spend 10 weeks at the kids hospital by his bed i was like well i've got to build a business that's simple because life's not simple at all um and so recurring is just a beautiful thing um apparently we've got a an annual pay option i didn't set that up somebody did because a client asked but i love recurring because it's just it's just simple um the problem with the course model is you know people come in you know we work really hard to get you know people to join the program and then they go through the three months?

1:06:35Yeah, six weeks. Six weeks rather. And at the end, you know, they fall off and then you've got to go back to the start and refill it. Brutal gain. And so every month starts at zero. Yeah. So there's two options. We can, so this, the option, the current plan is they end. Okay, well that's fine and for some people that's the right decision. But then what if we could extend? I bet there's people who go through the program and they're like, this is amazing. I didn't quite get it all done and I want to, I just want to take my time with this or go deeper and really get good. So that's extend. So we do six weeks and then there's an option for a lower monthly payment where they can just stay in the program.

1:07:15And they get, keep access to the staff and access to the community and access to the calls or whatever. And then there's option three, which is we can ascend, which is I've got the basics. Cause I bet, remember before we were talking about everything you know, this is what they need to know. Yeah. By this time they've got what they need to know to start. But if there was a chance to dial in my avatar or have you guys look at my campaigns or have you guys like look at my pitch or my sales process or I've got this client who needs this thing and I don't know how to do it. But you guys have done it like a million times.

1:07:50Like I think I forgot your name. Yuli. You guys met Yuli through the. Yeah. And you're like, this guy's a G. Yeah. We want to hang out with Yuli more. And you hired Yuli. Right. So one option is you hire all these dudes. Yeah. Which happens. Which totally happens. I pulled from them. Or you can refer them. I bet that happens too. But there's also an opportunity for you to go, this last six weeks has been super dope. I reckon you've got something special. We should do something else together. And that just feels like a send. And it might be like a whole nother program or it might be something kind of light.

1:08:24I think the danger is that we build a whole second program and it feels heavy. So I had Black Belt for ages and I had a group of clients who were maybe 15 or 16 or 18 of them who were like hit a million bucks back in the day when it was like pretty unheard of. And all of my earliest age clients would look at them as like, oh my God, one day I'd love to be like that guy. And these guys are like kind of outgrown black belt. What you're teaching in the one. Right, because I've got to get people from 10K to a mil and I've got these dudes at a mil. and uh so i was like i should do something with these guys otherwise they'll leave and go somewhere else and three things happen you know one i lose the money i wasn't super fussed about that two i lose the relationship the friendship with the with the dope squad and then number three uh i create like an aspiration gap because all the dudes that we're looking up to aren't there anymore like well all of my favorites have gone over here maybe i should go there too so i was like okay let's do something with this gang and so i created a thing called boardroom and at the time it was we'd get together three times a year for black belt in person i was like what if we just hung out for a mastermind the day after and so you know if this was you know two grand a month at the time then this was four grand a month and the only deliverable was we get this extra day and you can ping me when you want so it was light and that's now become um you know 100 people at 60 grand and that's fun but it started with i want to do something with this squad and i think we just want to start it as like an experiment like if it was six weeks why don't we do 90 days together at the end and see if we like it and that way you're not committed to something forever and if you like it we keep going and if you don't like it we can tweak it or kill it or whatever but i think there's definitely an opportunity for either you've got the runs on the board so you can stay in i'm sorry you got the runs on board so you can ascend or you want a bit more time you can stay in the container is that helpful yeah i think i think it is helpful do you think with pricing with something like that if the core the hero is 3k yeah what do you feel like makes the most sense for ascension versus extension yeah extension because a lot i think a lot of people do break it up like a lot of people go 500 bucks a month so you're not you now you have a group that'll pay off for six months right so like they're not going to ascend they're going to keep yeah but it's also people usually choose the thing that's right for them or the thing that you put in front of them.

1:10:52So if you give them both options, and I'm not saying that you should, I think we've got a cohort about to start probably. And so I would go for those guys, you go back to your last cohort and say, hey, was this great? Do you want more? Okay, well, we're about to run the next cohort. You can come at discounted rate. Plus we'll do these extra hangs or whatever it is. I think that's the easier model. Like the extend is easier because it's the existing infrastructure. And then - You just keep meeting a few times a month or something. Yeah, keep meeting once a month or you keep the Slack channel open or the WhatsApp or whatever it is.

1:11:28For Extend, it's either same price or slightly discounted and on a monthly basis. And for Extend, it's usually more for longer. Yeah. It's going to be interesting. Because it really is like in six weeks we teach you. It's jam-packed of information. But then it's like if we're working with videographers. they're going to keep getting deals they're going to like new clients are going to come in right so you're going to change your pricing maybe maybe you might up it might yeah yeah and that way you go from like selling a program to building a community which is really fun that's what i wanted to ask you about do you do you use how awesome the community is in your marketing at all or is it just an ad i do for boardroom because that's like is the big guns yeah the big guns and they're like entry to boardroom like really they're buying the community yeah um for black belt i don't talk about the community hardly at all because i think it's the thing that people value the least on the outside and then the most ones are on the inside yeah unless part of the community is like access to your friends you know what i mean so if i've got if you guys were speaking at an event then i could hype that up but if if i just go on the community is amazing it's like it's like yeah i'm not really buying this for friends but when they get in it's the most valuable piece and that's what they all say it's like the network yeah the network is so powerful yeah unless you've got ways of making the network a selling proposition because you know we do these deals together or we team up on projects or whatever but i think for the most part people come for the content and the coaching and so black belt is the intro six figures to seven figures and then boardroom is okay yeah and there's a program called clients down the bottom for get started get to 10 grand much like interesting okay um how important it is how important is it in those first like between they hit pay and then they start the program yep like what do you do in that yeah period that law to make them feel like i just spent a lot of money i'm getting my money's worth i'm getting quick wins yeah how important is that yeah this is great so we're always trying to balance particularly like i'm selling something longer longer than six weeks.

1:13:42So we're trying to balance, I want to get you a quick win and ROI fast with, I want to set up a long-term relationship. And honestly, that's a tough dynamic to balance. Oh, interesting. So I'm always balancing three-year journey with a 12-month commitment. And our job in the first six weeks is this thing pays for itself and it's free forever. And that's not easy. So we've got this thing that happens where somebody joins, let's say they joined today. Kickoff is on the first Tuesday of the month. So depending on when they bought, that could be a week or it could be three weeks. And at first I was like, oh, to your point, like, you know, I've just paid this money and now I'm sitting here and nothing's happening.

1:14:16Yeah. Yeah. You're waiting. You're like, yo, when's this thing starting? When does this kink off? I've got a day, but what do I do now? That's how it felt with anything that I've ever bought. I'm like sitting there. I'm like, then you look at your bank account and I'm like, yo, I need this to come back. Okay. But then if you go, who's your favorite artist? Like if there was a concert on. Kid Cudi. Who? Kid Cudi. great i know who that is i promise okay um let's pretend i knew who that was rapper yeah so if you buy tickets to kid cutty and it's in two months are you sitting there going man i spent the money how come he's not at my house no of course not because you're going to the fucking concert it's gonna be dope yeah so that's my mindset now i was like okay you've just bought a ticket to the concert and it starts on the first tuesday of next month and so now my job is getting excited about that and if i can get them roi before they even start amazing so we give people this series called 10k in 10 minutes and an email sequence this is like uh welcome aboard here's your kickoff date put that in your calendar right now you want to make some quick money before we even get going watch this series of videos and it's six vids each one's 10 minutes and it's like it'll take you 10 minutes to watch 10 minutes to implement each one should make you 10 grand have some fun and report in in a couple weeks i like that because see see there's a rock who purchased for this upcoming cohort like a month ago you know and i was like listen i'm going to call you I want to get you out for the races.

1:15:29He's already closed like a$3 ,000 job. It's paid for itself. It's done. Right. He's like, yo, he's not texting me anymore. He's like, I'm good. Like I'm chilling until we start, you know? And I was like, I need to get you going. So it's not just like you're waiting for three weeks. Like, yo, when's the concert, man? And if you think about your course as like a glorified to-do list, like it's just actions. Yes. Everything apart, like everything that isn't like do this thing right now is basically just getting people emotionally excited enough to actually do the stuff. Yes. Yes. And so what they don't need before they start is like, okay, I want you to do a time audit or set your vision board or any of that bullshit that coaches do.

1:16:03There's like long-term strategic does nothing for you stuff. It wants to be money in my account right now. And the job of onboarding, regardless of the length of the program is really three things. We want to get them to believe as possible, which is case studies of other people just like them and proof. And often people will buy hoping that it works, but not really believing that they can do it. And so we're in our kickoff call. I was like, yeah, our job is to get you to a million bucks a year in this timeframe. Some of you guys believe that's possible. A bunch of you guys, like if you're honest, don't.

1:16:35That's okay. If ever you don't believe it, just know that I've done this over a thousand times. And you just borrow my belief because I know that I know that I know that if you do this stuff and you stick with me, we're going to get you there. So my first job is get them to believe. Second, get them to belong. And this is the community piece. and so as quick as possible we want them to connect with you and your team and with each other because you're doing this six-week cohort there's a really nice sense of like we're a squad together and so as quick as we can how do we get them to make friends in the program breakout groups is what we do breakout group on zoom yeah perfect uh in black belt every six weeks we um we set new projects and they get to choose do i want to do this solo or do i do i want to do it in a squad and so they they jump into a zoom breakout with five or six other people and they decide um yeah they share here's where i'm at here's my goal this is the project i'm working on are you on that or somebody from your team on that or is it just or do you facilitate the i'm on it and i get it set up and then we send them into breakout on zoom i see for those who want to play that game so we basically we wrap up the plan you can do this solo or in a squad who wants to do it solo fantastic who wants to do a squad amazing then we close the session and if you want to do in a squad stick around for 10 minutes of extra time and we'll get you in a squad and then the squad is um everyone introduces themselves i'm working on this this is my goal this is my reward there's a consequence and a reward um and then they decide what channel are we going to stay in touch with how often and then it's self-driven some of those squads like stay together for years and years and years but I think the belong piece is really important because then I've made friends and I'm doing the journey just like you guys met on TikTok.

1:18:18See that's so underrated the the first group that I ever coached in sports land the rock stars was four or five of them they made a company and they're still going right like they're still have a company I saw them when I was in New York shout out to Lucas and all the boys but I went out and I was like this is crazy like you guys were the first ever group that I taught how to do this at a high level and you guys they're working for like a6 you should tell that story in week one yeah everything like we're gonna do this as a squad uh and then the third piece is like we wanted to believe we wanted to belong and then we need to get them a quick win and nothing gets you to believe quicker than having done a thing had a scary yeah like being a bit scared but done the thing anyway and had some kind of result it's like okay that now that's like these guys got the sauce yes i'm in um and so that's what onboarding is all about um and so for us in the lull as you said between i've signed up and i start they get some quick win stuff right now and then in the kickoff call the very first thing we do together has connection has a bunch of belief stuff and has like a little bit scary we're going to make a post and we're going to post it right now and they all shit themselves and i sit three minutes on the clock and say i'm going to be proud of you when you do this comment blammo with three m's when you're done and they do and then they get leads live and they're like holy crap this thing's amazing it's cool yeah it's it's fascinating i think you're so right i think with anything that you sell like getting someone a quick win as soon as possible it really breaks the skepticism that's in their head yeah otherwise you're sitting just waiting you're sitting yeah like i'm taking okay here's where it came from i got this friend josh who's the best trainer i've ever map and a coffee company brought him in to teach their barista class one day so they ran the same class twice once in the morning once in the afternoon the first one he comes in the morning and he just watches how they do it and it starts with the history and geography of coffee yawn yeah right boring right and it ends with poro latte and so he's like okay i've kind of got the curriculum can i run the afternoon session it's like yeah so a bunch of like 20 something's come in you know want to be hipster barista people and he's like okay gather around i'm going to pour you the perfect latte and do latte art watch carefully because you're going to be doing this in three minutes and he does a thing and makes the the flower the pedal or whatever it is yeah the heart thing and then he teaches them how to do it and now they're like really pumped to learn the history and geography of coffee because it's different for each one but it starts with uh like a magic trick a fun thing yeah so i'm always like what's the magic trick that is like takes very little to teach very little to do and gets him an outsized return that gets us hooked that's the fun yeah magic tricks are good yes kind of reminds me of um not iron chef maybe it's iron chef the cooking shows with like gordon ramsay and the famous chefs and he's like watch carefully because this is how you fillet a chicken or a fish and he does it all perfect yeah oh yeah when he learned flex tell you how to scramble eggs i still like remember oh dude so good 90 seconds on 90 seconds yes dude yeah and he's like going fast don't let it stop don't let it stop yeah that's great dude i remember speaking of gordon ramsay this is hilarious when i so i used to be a tour videographer and i was on tour with um a dj named loud luxury they have a vegas residency they're good friends with gordon ramsay because he has the thing okay anyways so we they were doing a show and like one of their friends came to the show and Gordon Ramsey was there backstage and he goes dude he goes I crushed I met Gordon Ramsey he goes most people kind of fangirl I went up to him I said hey Gordon 90 seconds on 90 seconds off and he dapped him up yeah yeah because every coach loves a student who actually listened and did the thing yeah that's killer oh another thing cooking controversy okay contrarian everybody says cook the steak four minutes flip four minutes uh Jamie me, Oliver goes, now you got to flip every minute.

1:22:16Yeah, that's how we do it, man. Is that right? Medium rare, perfect every time. Before we keep going with this, I got to fucking tell you guys this. So we go, I was just in Indiana. We have a layover in Minnesota, plane delayed four hours. So I'm like, let's go get a nice dinner. So we pull up, I'm like, what's the nicest steakhouse in Minnesota? We go to this place. And so I'm looking up the menu. They're not giving them the fucking menu. They're like, you want a drink? I'm like, I don't want a drink right now. I just want the menu. So I'm like, fuck these guys. I'm just going to go on my Google.

1:22:39So I look up their website. it's like stone age website and it has the menu yeah and it says the tomahawk is 90 and i go dude lock me into the tomahawk right i'm gonna go for the tomahawk yeah i go medium rare guy hands me this fucking steak it's huge it's like literally this big and my boy orders a ribeye and he kind of like chuckled us he goes a ribeye and a tomahawk i go yeah that's what i just said get the ribeye and the tomahawk these steaks are the biggest steaks we could have got one we still wouldn't finished it yeah the bill comes i'm joking with my my business partner i go how much is it gonna be 250 and he goes yeah and i go what if it was 500 bucks that fucking tomahawk was 210 there you go and they did it update the menu from the 90s and i was like dude yeah it was a 500 meal for the most oh and then i cut into it it's not medium rare it is totally it's pulsing still moving i was like it's blue yo i go do you think this is medium rare and the guy's like i can toss it back on he goes that's rare and i was like we got to go to the airport i'm just gonna pay this bill I'm just going to eat it and get out of here.

1:23:34But yeah, that was just the edges of the whole thing. Oh my gosh. I couldn't believe it. 500 bucks. I will say whenever I go to a steakhouse and you order like a big steak like that, I always order it medium. Okay. Because typically they're going to. Gosh. Yeah. I got to grow up, dude. I knew I needed you there. That's what I messed up on. Next time, dude. Making money online is really fucking cool. Yeah. But there's a lot of like roadblocks to get over. And when you first start getting into it, you get into it because you hear all these stories of people making a lot of money, but then you realize it's a lot of work and it is really hard.

1:24:07It is work, of course. But you've over the years transitioned or transformed your business into something where you're building this lifestyle empire where you're making a lot of money, but it's like really fun and easy for you. And travel. Yeah. Of course. Do you find that a lot of coaches without knowing it, they almost, they build a job for themselves? Yeah. They don't just build a job, They build like the worst job. Yeah. I did that. I don't recommend it. So the problem is everyone's telling you that you should do this and you should do that. And no matter what, it should be more. Like however big it is right now, it'll get great at the next level.

1:24:48And part of that's, you know, the fault of dudes like me. You know, like we put ladders in front of people and people want to climb ladders because that's our human nature. um but the truth is you can build you know earlier you said like they're six figure people and they want to get to a mill the truth is that most of them don't want a mill they just want more and most people don't really want a business they want uh they want a job where they can do creative work that pays for life and if it doesn't take over their whole life they're happy um and so about six months ago a friend sent me this inspirational pinterest quote and it spoke to my soul which is embarrassing to admit but it's true and it's become a bit of a month a mantra which is i'm much more interested in how my business feels to me than how it looks to anyone else because otherwise we just build the thing because we're supposed to and the truth is that yeah there's a lot of moving parts in a business like this if you want there to be but there also doesn't have to be like when you're getting started we just need like a result that a group people want and as few steps as possible to get them there and then we can post stuff on social and have them message us back and jump on the phone and sell them stuff and that like that's that works to like 20 or 30 or 40 grand a month and then anything above that is is choice i think really um so right now i'm in a really happy place where i was like what does my ideal week really look like both in terms of like number of days and hours per day but also the the jobs i love making content i love collaborating with people and coaching anything that's not that i don't like at all um and so i've i'm in a lucky position now where i've made the decision to like only do stuff that i enjoy and the truth is that i could have done that years and years and years and years earlier and i just didn't realize it i built bigger because it was meant to be bigger and i never thought about enough um but if you go like what do i actually want like if it wants to be a 10 million dollar behemoth cool if it wants to be more than that cool but the problem with looking at all the business gurus is that they're on they're chasing and i'm like what if we just like decided what we really wanted and did that and you realize that there's only a handful of moving parts like we need a way to get attention and eyeballs we need a way to sell and we need a simple way to deliver and that it's basic it's that and anything everything else is just like variations of that and you don't need seven ways to get leads you need one you don't need like seven different ways to convert you need one whether it's calls or it's a challenge or it's a vsl or it's sales list or whatever and the the problem is that because no one ever sat down with us and decided and helped us figure out what we really want we end up making it very complex as you were making more you cross a seven figure mark you get into these much higher significant figures yeah did you find that not much changed and did you think stuff was going to change just like life-wise?

1:27:44Yeah. Happiness-wise? Yeah. Happiness, life. Nothing changed. Nothing changed. Was it something that you knew though? Like, cause I think - I think I knew it intellectually. Okay. Cause I think about like the richest I ever felt was the first paycheck from when I was working at the Lakers. It was like a couple thousand bucks. And I was like, I had no money. I made it. I maybe had 40 bucks in my bank account. I remember that first check hit. I'm like - Yeah, it's all relative. Yeah, it's relative. But now if you said like, that was my weekly paycheck, I would freak out. I'd be like, I can't pay for anything, you know?

1:28:10Yeah, yeah, yeah. Yeah, 100%. First webinar I ever ran, I made like 30 grand in an hour. And the year before I made$27 ,500 in a year. So I did it in an hour and I just like my brain broke and I started crying. I was like, what the actual? I think the thing that's changed, like I'm exactly the same person I've always been. What's changed is options and help with stuff that I'm not good at. so that like most people outsource stuff at work really quickly but very few people are like well i'm gonna get a cleaner and a cook or a nanny or a whatever like that stuff's really cheap to outsource and it makes the biggest difference to your life instantly i'll tell you what tell me what laundry dude laundry yes okay you outsource laundry yes all the things oh my god so my fiance say was at Coachella and she had I'm not even kidding probably 10 to 12 loads to do that's I said I hate laundry you know I don't mind putting it in but it's the taking it out after you know finding the socks to Matt folding so I got really want to try to do a good gesture and do her laundry yeah I did two loads I go feels like I haven't made a dent in this hamster it's growing and the hamper it's walking around so then i go okay i used to get my laundry done in college i go let's see if there's something around here and i paid for it and i go i don't think i can ever go back to no and it's it wasn't it was i got here to la like three days ago two days ago first stop rose cleaners in venice because i knew them and i was in venice yes 100 it's sorted yeah it's the best um so i think happiness is like maybe it's like getting to do more of the stuff you love but i think the first hack is like less of the stuff you hate yes like what do you hate like admin and meetings guess what there's no there's there's every two months now i meet the whole team on zoom once every two months just so that like weekend at bernie's they can like wheel me out and i can wave and there's like oh he's still alive that's good he's still doing the thing.

1:30:17Yeah. Like the, the, the first moment I felt successful was that webinar and it was more of a brain break than a celebration. And then I came home one day and the gardeners were gardening, the cleaners were cleaning and the nanny had just arrived with the kids. I was like, Oh, I've got posse now I've made it. And I haven't felt any more successful since then. My week looks better than it did, but mostly it's about like optimizing for the stuff that you, you're great at has there been moments where outside it may have looked like everything was sunshine yeah and rainbows and two years ago i wanted to burn the whole thing down i was like wow what was it the core root of that like what did you have to implement to fix uh so we got to that point because covid was awful to live through but great for business yeah everyone needed to figure out online and we were ahead ahead of it and so the business grew i wasn't involved in the admin stuff and my ops manager at the time his solution was um let's just throw a person at it so we hired a lot ended up with 36 people on the team which is either a lot or a little depending on your frame of reference for me it was a lot because management is scary and i business felt really really heavy like i'd outsourced i wasn't hardly involved in the marketing like we talked about before i had a team of coaches who was doing a pretty good job so i wasn't involved in making the content much or the marketing much and a lot of the delivery not much i wasn't in sales and so the only thing left was like meetings gross gross the worst yeah man yeah and then meetings are fun yeah and it like so i was just looking at my week and my week was miserable and i was like i almost killed the client's program and got rid of black belt and just kept boardroom the the top dudes i figured i could do that with one assistant then i looked at the people in boardroom who i loved and realized that most of them came up through black belt and i never would have met they never would have got here if i hadn't met them where they were at it's like i don't want to rob all the future legends from savior complex um it turns out it wasn't the programs that was the problem is just my weeks were full of shit that i didn't like so i leaned back into marketing we went from 36 on the team to eight um ads been dropped we don't need a sales team anymore because the marketing is actually doing its job of the coaches we had there were three who were like gangsters and so now we've got the three gangsters and not the others and now my week just looks like the only stuff in my week is making content hanging out with cool people and helping them with their stuff it's really fun um but it's it's really easy to get yourself into like to build a business you've grown to hate and so that your question was so what did you do yeah uh admitted that i didn't like it yeah nothing's more powerful than someone who's admitted what they want.

1:33:05And the easiest way to do that is to make a list of everything you hate and like want the opposite of that. That changed my life. But it's hard. I think in the moment when you're feeling burnt out and you're not enjoying it, it's almost hard to believe. That it's possible. That there's another way to do it because you've been doing it for the same way and you think it's the right way to do it. Yeah, correct. And so I was like super miserable about it. and then my wife and Tony on my team we got together and we sat down for a couple of days and I was like well this is what I hate I don't even have a clear picture of what it could look like I don't even believe that's possible and so they're much more kind of logical and strategic than me and we sketched out what it could look like afterwards and then a like a three-month plan to get it there and like 90 days later my life was infinitely better and it was like it was I was probably three hard conversations away from awesome the whole time and didn't know.

1:34:06I didn't even have the hard conversation. I was too scared. So I did the safe version in front of everybody. And then Tony, God bless her soul had like very hard one-on-one conversations with everybody. But she's like X fortune 500 HR has like hired and fired more people than I ever will. And so she just did it. And they were respected and loved and we took care of everybody. And now I'm on the other side. It's like, business is amazing. Yeah, it's ridiculous. How did you get into coaching coaches? Like what was it? Yeah. What were you selling before? And then you learned the game and then you're like, I can teach people how to do this.

1:34:42Yeah. So I was doing all sorts of random jobs, fascinated with marketing and thought this is like early, early coaching. So there's like a couple of people doing it and I was fascinated. Like there was something about, I didn't know what it was, but I knew that this was going to be my thing. and I got a job as the marketing guy for a business coach and epic company they didn't know shit about marketing and so I just followed their playbook and it sucked I had to fill a two-day workshop I'm sorry a two-hour evening workshop on a Tuesday afternoon and I had two weeks to fill it and they gave me the script and the script was in a three-ring binder it was like 74 pages of script for one call and my words were in black and then um the prospect's replies were in blue and it was like if they say this go to page five like a choose your own adventure it was insane it was great except i had the script and the prospect never had the script so they were supposed to say yes tucky that sounds great sign me up and they never said that so like i worked really hard to fill this dude's workshop it's meant to be 16 people i got 16 to say yes they were coming and two showed up and one of them was my best mate who came for moral support no it was super embarrassing i was like well clearly ringing and these fuckers doesn't work yeah they'd say yes just to get me off the phone it's like i've got to figure out a way to get them to call me so that's where i got like obsessed with this thing was it the paper back then paper the newspaper uh no but my leads list was the yellow pages unreal shut up it was awful oh my god yeah so bad do you do you laugh now looking at how you're like i can just make videos and it's so easy now oh my god yeah it's so in the youtube algorithm and then we'll do your job for you.

1:36:24It's ridiculous, man. This is the luckiest, like I cannot believe how easy it is. I'm not saying it's so simple. It's not easy to do work, but it's accessible to everybody now if you want to. It's like you're just a few moves away from like actually having a thing. It's ridiculous. I can't remember the original question. I don't know if that answered it. I was just wondering what you were doing before. So I was marketing manager for a coaching company for a while it was like one guy and we grew him to full and then we brought on another coach and another coach and another coach and then two teams merged and i was the dude my job was generate the leads walk them through the sales process up into the point where the coach would it was all in sydney it's all like one-on-one face-to-face sales so i would i would get the leads and walk them through the pre-sales process to the point where the coach would like pick up the sheet with the person's name and details on it and then go out to see them and sign them up um and before that i was like doing pool parties for kids and after school care and holiday programs and fun stuff like that nice which is way fun this is what that's what i do right now to be super honest i draw pictures and i yeah adults are just kids with better excuses and if you can make 400 you know 10 year olds have a good time you can crush it with adults i had a question regarding testimonials Yeah.

1:37:44You're, if, if someone knows you. Yeah. They understand like who you've worked with. Yeah. But you're not shouting it from the rooftops and, you know, you weave in certain, you know, students or client stories throughout your content, but you're selling through a Google doc. You don't have these insane testimonials on like a landing page. No, I don't. I just, I think most people don't believe them. okay so i like content ammonials which is like so case studies rather than you know quote of like i work with talking and help me blah blah blah if i if i just put like the 10 or 15 or 30 like most famous people i've worked with that would probably go a long way um right now i've got the opposite problem like where we're full full um like boardroom is kept at 100 people it's at 100 i'm turning there's 120 people on a wait list i'm turning them away black belt we've taken 45 new clients a month we've got demand for 60 but we take 45 because it's enough so i don't have a lead generation sales problem i love case studies um because i think it's super like it's actually useful uh and i'm even the company name like million dollar coach my i love it and i hate it like it's the promise of the program i get you to a million bucks that's what we do i mean every week somebody hits a million bucks which is awesome but i hate it because it sounds like it's talking about me.

1:39:08And I'm like, yeah. It's like, and I, the marketing's, imagine if this light is focused on me, I'm doing it wrong. It should be focused on my prospects. And so that's why my goal is how do I make it fun for me and useful for them? And I don't leverage clients' names probably enough. I just try to out-teach. Yeah. And that's what I get from your videos. it's like it's so tactical that when whenever i watch them i'm like there's something here that i can do something i can do something with it i can and the drawing too the drawing fuck god you're a good drawer dude oh that's i can't think without a pen so half the time i've been here going but it's so it's so funny because your drawings are so simple but i'm like fuck i don't even think i could come up with that drawing it's learned skill so where it came from was I'm going to do my first ever workshop.

1:40:03If I'm going to do a workshop, I need a workbook. If I need a workbook, I'm going to have worksheets. Shit, I've got to figure out how to do worksheets. And in order to do worksheets, you need like very simple step-by-step processes. And there's only like X number of page layouts. You know, there's like one big blank page. There's two columns. There's three columns. There's two columns and three rows or whatever. And the drawings I learned from a guy in Australia called Matt Church. He's got a great book called Think that if anyone wants to like learn visual models and stuff that's a just check the cover yeah the cover's actually not that useful this is one of those rare books where the stuff is actually useful and the cover's okay okay um but that's a learned skill and it just clicked the way i think is like i'm a good simplifier and then there's really only three shapes there's circles and there's triangles and there's squares and so if you pick a topic like i don't know community if i said community does it feel more like a square or a circle or a triangle i go well it feels like a circle and then there's only three different kinds of circles you know we can i can draw them another time but um yeah it's a it's a skill it's like you know you've got all this amazing gear here you guys know how to use it i've got the gear and i don't know how to use any of it yeah it's just reps nice what would you tell to leave us uh with a coach that's doing around this five to ten k mark if you had to speak directly to that person yep and they're deep in the thick of it they don't know what is possible what is something that you could leave that person with today uh i think you grow your business like we all start for up for ourselves uh and you if you're stuck at like five or ten or twenty grand a month whatever your number is you're there partly because you don't know how and partly because you're comfortable where you are even if it's not great yet we all get our musts and like growing is a is a should or a could right now and so if you're comfortable but you in your gut want to do more i think let's figure out someone that you care about more than you to grow for my best year in business was when i set a goal not for the amount of clients we'd get or the revenue we'd create it was like how do we get 50 coaches to a million bucks a year in a year and like the moment it was for somebody else i gave a shit enough to like lean all the way in so it's really a like simon cynics to start with why i think the why for most of us is in the who and i don't know if that's the answer that you're looking for but i Like for me, everything's figureoutable when you have to, and you either have to because of desperation or inspiration.

1:42:28And if you're at that, like business is comfortable-ish enough right now, then let's find a reason that you have to do it. I love that. I relate to that so much. Two things. One, we had a kid, not even a kid, a guy, Chris, in our first ever time running our program, he had just had a kid. Dude, a baby is like the biggest motivation of all time. And he crushed it. And he was like, I had no other option. Yeah. I was just in North Carolina this past weekend, just got back like two days ago. Yeah. And we were visiting our wedding venue. And there's something about, okay, I'm about to get married in a year.

1:43:11Yeah. Which inevitably means babies at some point. Dude, a thousand percent. And if I wasn't engaged and I didn't have a girlfriend, I'd be like, I'm cool. Like, of course I always want more, but like, I don't necessarily need it. It's not a have to yet. And now I'm thinking about. Before this baby comes, I want this to be set. Or I don't want to move out of Southern California. And like my fiance is like, oh, well maybe we could move to South Carolina and have a house there. And I'm like, these are beautiful homes. but I'm thinking, man, like having a baby and what do I need to make to be able to live a great life with them and not have to leave Southern California?

1:43:53It's such a kick in the ass of like, yo Fig, we got to put this thing into overdrive. Boom. That's the main takeaway. Years ago, I was working a job making 60 grand a year. Some goes to tax. My son's in a performing arts school, it's 20 grand a year. and I'm trying to feed a family of four on almost no money. Super broke, my mate Sam says, you know, I haven't seen you for ages, let's catch up. How are you doing? And I'm like, broke is how I'm doing. I've got to go to the supermarket afterwards and he lends me 200 bucks. So I get the 200 bucks, I'm super grateful. I just realized I never paid Sam back the 200 bucks.

1:44:29I should probably pay Sam the 200 bucks. I get home and my wife's there and she's got this like glowy, like something to tell you, look. She goes, I've got some news. I'm like, oh, I love news. She goes, you might want to sit down. yeah you know it's going and my brain's like oh i hate sit down news because it's never good news and she i'm sitting on the edge of the bed and she's standing up and i hold her hand and i look up and she goes babe i'm i'm pregnant like oh that's amazing we have this beautiful moment and then she leaves and i'm like because i've got like eight months to or we are so screwed and uh the first two weeks i was like desperate like just like in a tailspin like we're gonna die we're going to die we're going to die and then i was like okay this isn't helping i've got to figure this out and i figured out if we can get to eight grand a month or 10 grand a month by the time this baby's born we'll be okay not great but like we'll survive and guess what i fucking did i did the thing because i had a a deadline baby so for you know anyone watching this they don't need a deadline baby they just need a deadline baby you know what i mean it's like a date by which this thing will happen and a consequence if you do and a reward if you don't sorry other way around you know a consequence if you don't and a reward if you do and for us the reward is like we won't die which is pretty fucking compelling um but that's why every six weeks with our clients we go what's the goal and a consequence like a reward when you do i'm gonna buy this new bike or i'm gonna upgrade my gear or i'm gonna whatever and a consequence if i don't and that's usually something we call it the terrible horrible very bad no good thing i like yeah which is like if i don't do this i'm gonna donate this money to the cause that i don't like or i'm gonna sell my car i've got some people who've like given their sell their car and given the money to their ex or like just whatever that makes it's like something awful and then a public declaration where they go online and they say i'm gonna do this thing if you're a parent it's like we do this we're taking the kids to disneyland and then you have to look at little johnny and like sorry your dad was a putz and we're not going to disneyland that's pretty fucking motivating Yeah.

1:46:31It's so funny. Me and, uh, we need the bad thing. We talk about it. Me and Brayden go, Oh, this thing does what we think it can do. We're going shopping and going to Nobu. Just the two of us. We need the bad thing, dude. That's so funny. So I've got this, I learned this from a client called Mike, who's this, um, super tough dude from New Jersey. Italian. Could kill you in like 30 different ways with that. Like he's martial arts boss. And I'm sitting down at one of our workshops and, he was sitting next to this guy who was like brand new and maybe maybe had like two clients and i witnessed like the most incredible five minutes of coaching i've ever seen in my life he's like so um what's your niche he's like i don't really know he goes what you used to do before this i was in real estate were you any good at it yep okay that's your niche great uh what's your price point i don't really know well how about this much the guy's like okay i could charge that much great what are the three things i need to do to get to like to win this that and that okay well that's your program done um i'm going to see you back here in four months time what's the income goal if i can get to 10 grand a month it'd be great okay cool so that's the goal if you hit it what's the reward he goes well i'll have the extra money he's no no no you already don't have the money in your it's not a must for you so like what's an actual reward something that puts a big fat shit-eating green on your face he's like well i'll whatever it was i'll buy this whatever okay now we need a a consequence if you don't he goes well i won't have the money and it's like well you already don't have the money so that's not very motivating because you're comfortable right now i goes well i don't know he goes well do you um do you own a gun he goes yep do you like your gun yep okay well if you don't i'll take your gun do you have a truck yep i'll take your truck too and the guy's i don't know about it he goes okay well what can i break shave or tattoo and the guy was like um but like that public stake of like i lose this thing that i love or i have to do this thing that i hate i'm not saying like it's clean motivation but it's pretty fucking motivating i like that this time last year i'd set a goal to get to 15 body fat by april 5th april 1st if i did there was a reward that was very exciting but like no boo um it was a nice to have but the consequence was if i didn't i'd have to do my next client zoom call with my shirt off on my man boobs jiggling and i can't tell you how motivating that was like very fucking motivating and so sure enough april uh may 31st the day before i did my dex scan at um 14.9 and thank god let's go you widen the gap to the constraints you put on yourself i love that yep standards boom gosh this has been an amazing episode one of my favorites we've ever done ladies gentlemen if you're still here please hit subscribe button drop us a comment leave us a like and we'll see you guys all next week peace