Grant Cardone: Recession-Proof Wealth Strategies to Dominate Any Economy | Finance | YAPClassic

25:05Money needs to move. For an economy to be good, money has to circulate. And the faster it circulates, the more confidence it gives people, right? Well, in a contraction, everything gets stodgy and slows down. People quit spending. People quit spending money on advertising, marketing, branding, expansion, locations, employees, everything. They just stop. So what happens is if you have the courage, By the way, courage is the greatest currency on planet Earth. It is the greatest asset of all assets, particularly if you combine it with some vitamin C, with some vitamin D, some discipline. So if you can take courage and discipline, you become a threat during a contraction because people have lost their courage.

25:49And because they've lost their courage, they lose their work ethic. They believe there's no reason to go to work except to work, to keep their head above water, if you will, survival. And so during contractions, like you wouldn't even know me if it was not for the 2008, 9 and 10 contraction. My whole life was built over the last 10 years because of a contraction and because I used courage when everybody else went to the recess, if you will. Everybody tapped out. I know some people that said, I'm just going to I'm going to go to the sidelines for the next year or two until this passes. That's when we doubled down.

26:25We actually 10x everything. I told my wife in 2010, do not spend any money on anything, nothing, zero. I had some college debt. I quit paying it down. Like everything stopped. Everything stopped so we could basically put all our assets together and use them for something else. So we stopped everything over here so that we could put all we could make big bets on expansion. I'm doing the same thing right now. I'm preparing to make the biggest expansion I've ever had. I believe 2023 and 2024 will be the greatest wealth redistribution on planet Earth. And this time, unlike 2008, 9 and 10, this time, the little guy, the everyday guy could actually benefit.

27:11The people that are in most trouble, if you take the 2008 debacle, that was basically everyday people, pizza delivery guys buying houses and strippers. and everybody was buying single family homes, five and six of them, and they couldn't, they got stuck. This cycle is not that. This cycle is that times a thousand X because these were big, giant companies buying lots of apartment buildings or developing apartment buildings that have gotten cracked. This is not in the news yet. Nobody knows this is happening. I happen to know it because that's the space I play in. This is gonna be historic. orders a magnitude of a problem, if your audience is paying attention, they could create more wealth in the next two to five years than you would in five lifetimes.

28:02Yeah, it's so it's scary, honestly, but at least you're putting out this challenge. Like I mentioned, guys, it's on January 24th, and you can go to unbreakable2023.com to learn more. Grant, let's talk about the rules of business and how it actually changes during a recession. I think this is really interesting. And I'd love to understand maybe what you predict in 2023 in terms of how we can pivot and kind of dominate instead of, like you said, just kind of pulling back. How do we lean in? Yeah. So I just tell you what we do, right? What I do over my place, I have these little things. I'm like making cookies.

28:41I'm like, okay, this is what we're going to do. First thing is you assess your liabilities and your assets. Everybody has them. Everybody's got liabilities. Everybody's got assets. Even a broke person has liabilities and assets, okay? The people in your life, the things that you own, the decisions that you've made, those are liabilities and assets. Motivation will not get you through this cycle. You cannot stay so excited above the amount of negative news you're about to hear. The amount of negative news you're going to hear in this cycle, data, facts, companies failing, people being laid off, banks failing, maybe some of the biggest names in the world.

29:20Like imagine some of those names failing again. That's going to happen in this cycle. And when that happens, it is impossible to be like, I'm going to be positive and I'm going to get through it. Okay. Maybe for a second, that's going to wear off. Like you're going to do this. And the next thing you've got to do is like, I need some money. I need a customer. Nobody's buying, nothing's happening. And you're going to hit reality. You need a strategy now. So the first thing I do is accept acceptance. You want to just accept where we're at. We're already in a recession. There's a reason the government isn't telling anyone.

29:50They're going to delay this message. But the big guys are already making their moves right now. They have been since February. They want the average everyday person to be asleep. They benefit by you being on your sofa, just being entertained and not taking it seriously. They're threatened by 300 million people rising up, being pissed off about this redistribution happening. And being angry is not going to help either. Protest does not make money. It makes TV money. So first thing I do is I assess what are my assets and what are my liabilities? What does that mean? It means I look at everything that every decision I have made in my life, including people, draw a line down a piece of paper, assets, liabilities, and start looking at what was an asset that is now a liability.

30:35Is there any of these liabilities that could be assets? Is there something I bought that I need to get rid of? And I assess these from one to five. Five is you get rid of it for sure. Three is probably get rid of it. Four is, yes, you should, but you're attached to it. Ones and twos you keep. So I just go through, write all this down, including people. And I start moving things from liabilities. I get rid of them and get down to my assets. Now I'm going to focus only on my assets. And now I'm going to look at, OK, what am I going to do in 2023 to get rid of this garbage and then to double down or even 10x my assets?

31:12This is a very difficult thing for people to confront. It's more than just kind of a mindset. This is a mindset with books. Got it. Now, I've done that already. I've already I did this back in March of last year. So I'm already starting to accumulate assets in order to go acquire more assets. Now I need a plan. OK, how do I market my plan to my target? I have a target audience. You're part of my target audience. OK, I accomplished this today with you. This is collaboration marketing because I'm collaborating with you to get a message out. Anybody can do what I'm doing. This is not very complicated.

31:51You definitely don't need to go to college for it. In five days, you could be an expert. So five things I'm going to do. First, I'm going to fix my, where am I going? What am I doing in 2023? I'm assessing my liabilities and assets. Two, I'm going to market this idea to the public. I'm going to work out my branding and my marketing idea. We spend a whole day on doing this. Third thing is, how do I start monetizing this immediately? Not three months from now, not next weekend. I'm talking about monetized ideas today. No product creation. I don't need to finish a book to actually get money for a book.

32:22I don't actually have to have a product to actually get money. We'll show you exactly how to monetize. I monetize faster than any human being on planet Earth today, except maybe for Elon. A lot of what I do, by the way, I've learned watching Elon Musk. And the fourth thing I'll do is how do I scale that? How do I scale that message out so that it starts becoming something automatic and organized? Yeah. Well, Grant, you are like one of the biggest marketing gurus, business influencers out right now. and since you touched on it just a little bit ago, I'd love to kind of understand your strategy for social.

32:56I had Alex Hermozian and he mentioned that he actually did some private calls with you before he blew up. And he said that you taught him basically how to dominate on social media. And so I'd love to kind of learn maybe some of the things that you shared with Alex on that call in terms of how you were able to kind of just take over. I mean, you're everywhere. Well, the first thing is to be everywhere. It's not about six pieces of content every day. It's about make sure you are on multiple platforms every day. There's a word in the dictionary called omnipresence. Omnipresent means to be everywhere all at the same time.

33:33Anything that can accomplish everywhere all at the same time will be assigned the designation of powerful. Male, female, young, old, it doesn't matter. Anything that can be, can accomplish the concept of being everywhere all at one same time will be assigned altitude or power. Being in one place at one time is okay. Yeah. So you're in one place, but the problem is you're in one place. Okay. And the audience is kind of limited. So today with technology, this is so much easier than it was when I was growing up because it was almost impossible to be everywhere. Look, I could be on YouTube right now.

34:10I'm on YouTube right this second, dropping a live video. I got sharts going, longs going, Instagram, We just posted on. We can do stories there as well. I can do a story with you right now. I'll be on Twitter. I'll be on Twitter spaces at least twice today. We'll be on TikTok, Snapchat. I'll be on TikTok until the government kills it. And then I'm also going to do billboards, speaking gigs. I'm having a personal one-on-one meeting today with a group. I'll have a phone call. I'll go back to old school stuff and do phone calls today. And somebody's going to say, man, I saw you do this interview with so-and-so last week.

34:44They talked about me doing that thing with Alex. You're talking about it today. This is the concept of how many different tentacles can I put into society? So wherever you go, you see me. Do I need to buy an ad or could it just be organic? I'm willing to do both of those. So networking through marketing is a very easy concept once people have the proper size target. Like if your target is just to keep doing what you've been doing, you will not do anything that I'm talking about right now. If you believe the middle class is the ultimate end goal, the holy grail of life to save a little money, have a retirement account, pay your house off and put your kids through college, you're not going to do anything that I'm talking about.

35:28But if you wanted to create massive amounts of wealth in a lifetime, which I'm interested in, by the way, we have 16 companies today worth about$3 billion, $4 billion worth of real estate. I've raised$1 billion in cash over the internet and sold$1 billion worth of products and services, and nobody even knows me. So Andrew Tate, he's known by more people than I am, and he's in jail today. So I don't want to go to jail to get known. I need to figure out how to do something that I'm proud of for my daughters and my wife and myself and still get known. and I'll just tell everybody you won't do it if you have small goals you will not do what Gary Vaynerchuk suggests if you have tiny goals because there's no reason you don't need to do this if you just want to get by or you just want a million dollars that's why millionaires will never give you this advice yeah Elon's on every day Elon's on Warren's Warren when Warren in his prime was doing TV every single day.

36:30That was the social media of the day. Bill Gates, if people actually liked him, he would be extremely more powerful than he is, which is terrifying, but he can't hold an audience long enough. Wealthy people have known this for years, networking, okay? They all hang with one another. They hang with people that can lift them because of their finances and their assets and their connections.

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39:26Young and profiterers. I know there's so many people tuning in right now that end their workday wondering why certain tasks take forever, why they're procrastinating certain things, why they don't feel confident in their work, why they feel drained and frustrated and unfulfilled. But here's the thing you need to know. It's not a character flaw that you're feeling this way. It's actually your natural wiring. And here's the thing. When it comes to burnout, it's really about the type of work that you're doing. Some work gives you energy and some work simply drains you. So it's key to understand your six types of working genius.

40:00The Working Genius Assessment or the Six Types of Working Genius Framework was created by Patrick Lencioni, and he's a business influencer and author. And the Working Genius Framework helps you identify what you're actually built for and the work that you're not. Now, let me tell you a story. Before I uncovered my working genius, which is galvanizing and invention, so I like to rally people and I like to invent new things, I used to be really shameful and had a lot of guilt around the fact that I didn't like enablement, which is one of my working frustrations. So I actually don't like to support people one-on-one.

40:32I don't like it when people slow me down. I don't like hand-holding. I like to move fast, invent, rally people, inspire. But what I do need to do is ensure that somebody else can fill the enablement role, which I do have, Kate, on my team. So Working Genius helps you uncover these genius gaps, helps you work better with your team, helps you reduce friction, helps you collaborate better, understand why people are the way that they are. It's helped me restructure my team, put people in the spots that they're going to really excel. And it's also helped me in hiring. Working Genius is absolutely amazing.

41:01I'm obsessed with this model. So if you guys want to take the Working Genius assessment and get 20 % off, you can use code profiting. Go to workinggenius.com. Again, that's workinggenius.com. Stop guessing. Start working in your genius. I think a lot of people are scared about investing in social media, whether that's money or their time. What are your thoughts on that in terms of investing in yourself to grow your brand? Yeah, I think people are more scared than the money. Again, if you thought you were going to become a billionaire because of it, you'd probably do it. There's some number at which a person would walk on glass.

41:37Now, I know there's people out there say, oh, money doesn't motivate me. Trust me, there's some number. There's some number at which if you thought you could get it, you'd stop everything you're doing right now. And even if you didn't want the money, you want it for someone. There's someone in your life that you love. I mean, if none of this gets your attention, I can't imagine why they would even follow Young and Profity. Well, I follow here. Anybody, your audience is going to be like, okay, there is a number. Now, my audience likes money. There's a number at which you would walk on glass if you knew you were going to get it, if you were guaranteed.

42:11That's why I think people don't market because they're not sure they're going to get it. They're quitting before they start. You're actually telling the universe of attraction, if that exists. You're telling it, yeah, I want it, but I'm not really willing to do whatever it takes. and so the universe is not going to accommodate. The universe knows I'm serious. Dude, my enemies, people that don't like me, they even say privately, I don't like him. I don't like his style. I don't like the way he talks. I don't like the way he's raw. Bro, that guy will not stop until he gets what he wants. And most importantly, I know that.

42:47It's not that other people need to know that. I need to know that so that when I go into an adventure, I'm not going to stop until I get through the woods. So the other thing I'll say is this, like people should take a little test. Would you rather a million dollars? You're broke. You have nothing. Would you rather a million dollars or a million friends? And when I say a million friends, I'm talking about friends that will help you. What would you rather have? A million dollars in cash right now or one million friends? Hands down, one million friends. Dude, you want a million friends, right? Because even if you can only, they just hadn't done the math.

43:2076 % of the people will say they want the million right now. I've done this poll to 35 ,000 people. 76 % of the people almost every time I do it, 74, 75, 76 will say, I want that million dollars and I want it right now. The reason why most people want the million is they don't know how to convert 5 % of the audience. 5 % of a million people is 50 ,000. If they give me a hundred bucks, that's 5 million. I 5X the million. If I can get them to do that every month, it's 60 million. So if you answer the question, I want my million dollars. It just costs you$59 million to take that money. Yeah. People don't realize how lucrative being a social media influencer can be because I'm one of the biggest influencers on LinkedIn.

43:59That's where I grew my brand. And that's where everything spawned for me, like my podcast, my business, my clients. Now, no matter what happens, I call it my insurance policy. No matter what happens, I can get a job, get a client, make money so much more easily than if I wasn't an influencer. So I totally agree with you. Yeah, it's amazing you've done that with LinkedIn. That's the one I didn't even mention earlier, probably why I haven't done so well with it. But it's the one that we have not been the most successful with. Our Twitter, by the way, I was being shadow banned on Twitter for the last five years.

44:38So I could never grow it. I didn't know I was being shadow banned until Elon took it over. and I don't think people at LinkedIn like me either. I can probably help you. I'm running almost all the influencer channels on LinkedIn. So I have a social media agency and I know all the hacks. So it's just any like any social platform. Yeah, they wouldn't make me an influencer and it hurt my feelings. I'm like, how am I not an influencer? I mean, you don't need to be in the program to go viral. It's like any other social media platform. There's an algorithm that you just need to know how it works and you need to know how, you know.

45:11I need your help. I need to hire you to help me with that, all right? We'll figure it out. Perfect. Okay, so we're running out of time here because I promised I would get you out five minutes before you had to leave. Let's talk about one of your key mottos before we close. And I want to talk about your morning routine as well. Okay. Let's start with your morning routine. You were talking about goals before. So let's, I guess, stay in the flow of goals. I learned that you write your goals down every single morning. And I was really inspired by that. I want to do the same thing moving forward. So I'd love for you to talk about your morning routine because you've obviously figured something special out there.

45:51So look, on a perfect day, I'm not the 4.30 in the morning guy, but I do like to beat the sun up. And I do like to get sleep too. Sleep is very valuable to me. Eight or nine hours is like, I'm not the guys. I did four hours was not good for me. I create a lot better results for myself and for my customers and my expansion when I have sleep. But I'd like to beat the sun up. There's something about that morning, the sun breaking in the morning. There's no science behind this, but it just makes me feel like, shit, I got a little head start. I got to beat big boy coming up. There's some optimism that comes with me beating the sun up.

46:29And then the second thing I do is I keep a legal pad with me all the time. I'll have one of these old-fashioned legal pads. Like I go through hundreds of them in a year and I just write my goals down. It takes me, I could literally do it right now in 45 seconds. These are short, abbreviated, 50 billion in real estate. Happy wife and kids. Like it could be just HW plus Ks. $150 million in donations. Like whatever, 150M donations. Like I'm just doing it extremely fast and there's no mechanics ever. I do that in the morning and I do that again before I go to sleep at night. And there's one other time I do it.

47:07This is magic. It's been magic for me for 30 years. No clue how I'm going to accomplish it. Don't know the right people. I don't have the engineering. I don't have the money, nothing. And I just write it down like I'm going to do it. The third time I do it each day is when I have a failure or loss or a disappointment. So probably two times or three times a week when I'm disappointed. I'm disappointed at least 150 times a year, by the way. Every year still today, like, oh, God dang, I didn't get what I wanted, you know? Then I'm going to go back and write down where I'm going because the disappointment is not the target.

47:41Your audience is going to find that you could spend two and three and four days in a disappointment only to find out that's not where I'm going. That was not the goal. The goal was not to be disappointed. The goal was to move through disappointment until you could get whatever your thing is or things. Then I'm going to go to the office and the office is going to tell me what to do every day. You guys that are CEOs and bosses, yeah, good try. Ain't no such thing. You're always working for somebody else. You can get your little t-shirt, you get your little shirt, boss girl or whatever you want to get.

48:11But there's no such thing. You don't want to be a boss. You want to be an investor. I don't want to be the CEO. I want to be the investor. I want to invest in things. I want to invest time in people. I want to invest in projects and I want to return. I don't want to be the boss. I don't care who the boss is. So I'd rather somebody else be the boss and I'm the investor. Let them be the boss. One example real quick. The guy that runs Coca-Cola last year made$52 million. Warren Buffett, the investor, made$508 million. Wow. Be an investor, not a boss. I eat three or four times a day. You know, I get a workout in every day.

48:49Every day I try to get a workout in. I'll do that 320 days this year. I'll miss 30 days maybe and don't like to miss those. And the rest of the time I do what's called 365 GC. What's that? That's I get to be me 365 days of the year. You're the best Grant. I love your energy. I swear. I feel like a lot of people, like you mentioned before, like there's a lot of like you're so loved by so many people, but I feel like you get so much like unnecessary hate and like you're just such a good person who's putting out such good work in the world. And I just want to thank you for that and just let you know that like, the more that I learn about you, the more that I'm like, why do people even like, I don't see how anybody could find anything negative about you, to be honest.

49:35Well, thank you. I mean, I can see why people find many, many things negative because the funny thing about the haters is by the time they said it, like I knew it was wrong two weeks ago when I did it. I've had to apologize to people so many times in my life. I just got a shirt that said, I apologize in advance. Look, the truth is I always say it the wrong way. I don't sugarcoat it. I destroy the English language. I've had my first book, Seller Be Sold, was a bestselling book. Sold hundreds of thousands of copies with probably 300 grammar errors. Like I can't even say grammar right. I don't say roof right.

50:14I don't say Sunday right. I don't like, but so what? Like, I know I've never tried to be perfect. I've never, ever presented to anyone I'm anything other than just me. And when you get loud, people are going to be like, that's too much, including family members. But I would rather the hate than no attention at all. Yeah. When people ignore you, let's say there's somebody who needs help in your life and they're ignoring the help you offer. That is the worst feeling there is in the world. I'd rather be, leave me alone. Leave me alone. I don't need to fix this. I'd rather my family member do that because I'm insisting on helping them than them ignoring that I'm helping them.

50:55Yeah, I love that. Well, I think you're doing amazing work in the world. So to close out this interview, Grant, can you tell us one actionable thing our young and profiters can do to become more profiting tomorrow? Tomorrow, what you would need to do is you need to write down your goals for 2023, whatever they are. And then when you're done, go back and multiply them all by 10, the number 10. And what is your secret to profiting in life? That's the last question we ask all of our guests. Look, understand that everything's an investment. Everything you do is an investment. Everywhere I go, everything I do, I'm trying to create some effect, some positive effect in the world.

51:35Even when I trash on people, the Andrew Tate thing. I mean, the whole world is supporting this guy right now. Oh, he's the best. He's the best. Good. Would you want your daughters hanging out with him? Let's do that poll. The same people that said he deserves to be let out and he's doing good things. Good. You want your daughters hanging out with him? How about your sons? You know, if I had a son, I don't know if he's going to be alpha boy. Not everybody's alpha. Not everybody's meant to be driving, you know, beast force. That's not the only way people can be successful on this planet. So, look, I'm always trying to create an effect, man.

52:08Create effects. Everything you do is an effect. You could create a lazy effect. You can create a freaking dynamic effect. You could make difference for the good or you can make difference for the bad. But I would just encourage everybody to go make a difference. And if you screw it up and you make a difference for the negative, then go clean that up and make a difference for the good. Gold right there. Grant, thank you so much for your time today. It was such a pleasure. Really, really enjoyed this conversation.

52:41Thank you.