Alex Hormozi Reveals His Content Strategy for Entrepren… — Transcript

I talk to an art dealer that's doing a million dollars a year with a 1,500 person email list. I think the algorithm is getting so good at serving niche content to people who consume niche content. You have to be okay with something that has, you know, 19 views. Yeah, and so you even said this at a presentation years ago. I remember you wrote, you're like, man, this is my big strategy: do [ __ ] talk about it. I get a disproportionate amount of attention because of what I have done, not because what I'm saying is necessarily novel. The frame in which people consume content is the messenger. Like, the messenger is inextricably linked with what they are consuming. You don't want to make a 45-minute video if you can say it in five. And so if you can just get to the point faster, it's about value per second, not seconds of value. How did you go from having all this knowledge and throwing it up on spreadsheets that no one can understand to being able to present the ideas to where now millions of people in the country learn from you as their teacher? So the process that I outlined in terms of making content better and finding ads that worked is probably the single most repeated process I have in my life, which is I... And so dude, thank you so much for being here. I know, uh, I don't know if you know this, bro, but I've been trying to make this moment happen for three and a half years, and, uh, I call it pleasantly persistent, but I just keep asking, man. So thank you for making it happen. No, thank you for pleasantly being persistent. Yeah, man. Um, yeah, thank you. I did it for you, bro. It's for you. Yes, sir. So here's the deal: is your chair shaking right now, bro, or is that me? I think it's the walking. Oh, okay, got it. I was like, dude, is something wrong with me [ __ ]? All right, so in the past 40 months, Alex, you talked about you built a 7.8 million fan audience across all these platforms, two billion impressions, 35,000 pieces of content. You spent $4 million across that time period. And I was thinking that the thing we could do to bring the most impact today is everybody here wants to build a powerful personal brand. They want to grow their business. And can you first, before we get into this, all the tactics we have, so many things to share with you guys today, but can you first define personal brand and why you think it's so important for everyone? So I think personal brand is just the things that you choose to associate with. And so you have ideals, some sort of business that you want to associate with, people that you want to associate with, and it's just curating the things that just as much what you want to be seen and thought of with as much as what you don't. And I think one of the big things that happens early on is we want to say yes to everything, which is kind of tough because sometimes you're like, I don't really like this person that is asking me to be on their podcast. It's like, well, everyone's going to associate you whether you like it or not. And so fundamentally, like, brain doesn't see in negatives, it only sees in positives. So I say, don't, you know, don't think about a pink elephant. We all still think about pink elephants, right? And so you can't like unbrand, you can only positively pair things. You can't dispair. And so it's really by avoiding things, kind of like pruning a garden, that you can make a really nice brand. So a lot of branding is about choosing everything you're not going to associate with and then seeing what's left, and then that becomes the brand that becomes pure and stronger. And so I think especially as everyone here, um, what I would dissuade you from doing is one, talking about things that you haven't done or pretending to. And that's like 95% of people here, um, not you, everyone else. Um, and the other, the other, so one is pretending to be something that you're not because that's when a lot of people are like, man, I have imposter syndrome. It's like, you have imposter syndrome because you're lying. Yeah, you're pretending to be something that you're not. If you don't pretend to be something you're not, if you state the facts, you tell the truth, there's nothing to feel like you're an imposter about. If you made 5,000 dials and you made this many mortgage sales, that's what happened. Someone can hate you or love you, but that's the—you stated the facts and told the truth. And so I think that has always been our North Star for everything we do. And if that's not compelling, then make the truth more compelling. Like, do more [ __ ]. And then when you talk about it, be like, wow, he made 35,000 pieces of content. Okay, then maybe I'll listen to it because of that work, independent of whatever output happened. So if I had zero people who followed me, well, you'd be like, I know how to post 35,000 pieces of content and get zero followers. Let me tell you how that worked. Like, it'd be still interesting, right? It'd be like, here's all the things not to do. Yeah, and so you even said this at a presentation years ago. I remember you wrote, you're like, man, this is my big strategy: do [ __ ]. Yeah, talk about it. Do bigger [ __ ]. Talk about it. It was like very simple. Yeah, it was just like do the thing and then talk about it. And so one of the things that I think when we get into content strategy that people struggle with is education or entertainment or edutainment, as what you called it. Um, you know, and I look at, like, all of us look up to these accounts on social media that have the biggest followings, and they're entertainers. Yeah. And, you know, I feel like we look to them for content strategy, but I don't think that's a good plan for people in the industry who want to grow their brand. Yeah, so I... I didn't know. And so I'll very much, like, let's see. And so we widened our scope in terms of our content with the intention of, or at least the theory behind it being, if we got more people to see our stuff, then if we catch with a bigger net, then there's still going to be more in absolute. So relatively fewer people in the audience are going to be business owners for me, but a larger absolute amount will be business owners if I go wider. And, um, that wasn't the case. And so after we did that for, I think it was like three or four months, we just kind of like went pretty wide with content. I made a college video. I made a relationship video. I made a handful of videos on like philosophy stuff that I'm into. Um, and what happened was the actual objective metrics of the business, our opt-ins went down, book sales went down, but we got more views and more subscribers. And so it's really, really tempting to start getting into the vanity metrics of views and, uh, you know, views, subscribers, followers, whatever. But I never did this to get famous. I did this to get richer, to be very clear. And I always want to, like, I never want, like, I always like to be very transparent about that. Um, and so making content has always been a means to an end. Um, and so if you're in business and you're making content for the means to an end, which is like you want to be able to price in more premium, you want to convert at a higher percentage, you want to be able to, you know, get free customers inbound, um, all those things are benefits that come downstream from building that personal brand, which is really just the pairings and associations that your ideal avatar finds positive. And the thing is, when I—I told the story, but I had a business owner friend of mine who does about a million a month, um, smaller business, and he came in and he was talking to me. He was like, yeah, um, offhandedly, it's like, you know, yeah, I stopped listening to your stuff a few months ago, and I've been listening to it for like five years. Um, I said, he's like, I guess I'm just not really your avatar. And I just, like, you know, like, dude, you're 100% of my avatar. And, uh, and that's when I just—I went down to the team and I was like, we need to change it all. Like, we have to just talk about business. And so back to business became the whole theme. And if for those you have seen my content, that's what we focused on. So what was the re—

something that has you know 19 views yeah and so you even said this at a presentation years ago I remember you wrote you're like man this is my big strategy do [ __ ] talk about it I get a

disproportion amount of attention because what I have done not because what I'm saying is necessarily novel the frame in which people consume content is the messenger like the messenger is inextricably linked with what they are consuming you don't want to make a

45-minute video if you can say it in five and so if you can just get to the point faster it's about value per second not seconds of value how did you go from having all this knowledge and throwing

it up on spreadsheets that no one can understand to being able to present the ideas to where now millions of people in the country learn from you as their teacher so the process that I outlined in terms of making content better and

finding ads that worked is is probably the single most repeated process I have in my life which is I and so dude thank you so much for being here I know uh I don't know if you know this bro but I've been trying to make

this moment happen for three and a half years and uh I call it pleasantly persistent but I just keep asking man so thank you for making it happen no thank you for pleasantly being persistent yeah man um yeah thank you I I did it for you bro

it's for you yes sir so here's the deal is your chair shaking right now bro or is that me I think it's the walking oh okay got it I was like dude is something wrong with me [ __ ] all right so in the past 40 months

Alex you talked about you build a 7.8 million uh fan audience across all these platforms two billion Impressions 35,000 pieces of content you spent $4 million across that time period And I was thinking that the thing we could do

to bring the most impact today is everybody here wants to build a powerful personal brand they want to grow their business and can you first before we get into this the all the tactics we have so many things to share with you guys today but

can you first Define personal brand and why you think it's so important for for everyone so I think personal brand is just the things that you choose to associate with and so you have ideals some sort of business that you want to

associate with people that you want to associate with and it's just curating the things that just as much what you want to be seen and thought of with as much as what you don't and I think one of the big things that happens early on

is we want to say yes to everything which is kind of tough because sometimes you're like I don't really like this person that is asking me to be on their podcast it's like well everyone's going to associate you whether you like it or

not and so fundamentally like brain doesn't see in negatives it only sees in positives so I say don't you know don't think about a pink elephant we all still think about pink elephants right and so you can't like unbrand you can only

positively pair things you can't dispare and so it's really by avoiding things kind of like pruning a garden that you can make a really nice brand so a lot of branding is about choosing everything you're not going to associate with and

then seeing what's left and then that becomes the brand that becomes pure and stronger and so I think especially as everyone here um what I would dissuade you from doing is one talking about things that you haven't done or

pretending to and that's like 95% of people here um not you everyone else um and the other the other so one is is is is pretending to be something that you're not because that's when a lot of people like man I have imposter syndrome

it's like you have imposter syndrome because you're lying yeah you're pretending to be something that you're not if you don't pretend to be something you're not if you state the facts you tell the truth there's nothing to feel

like you're an imposter about if you made 5,000 dials and you made this many mortgage sales that's what happened someone can hate you or love you but that's the you stated the facts and told the truth and so I think that has always

been our North Star for everything we do is and if that's not compelling then make the truth more compelling like do more [ __ ] and then when you talk about it be like wow he made 35,000 pieces of

content okay then maybe I'll listen to it because of that work independent of whatever output happened so if I had zero people who followed me well you'd be like I know how to post 35,000 pie of content and get zero followers let me

tell you how that worked like it'd be still interesting right it'd be like here's all the things not to do yeah and so you even said this at a presentation years ago I remember you wrote you're like man this is my big strategy do [ __ ]

yeah talk about it do bigger [ __ ] talk about it it was like very simple yeah it was just like do the thing and then talk about it and so one of the things that I think when we get into content strategy

that people struggle with is education or entertainment or edutainment as what you called it um you know and I look at like all of us look up to these accounts on social media that have the biggest followings and they're entertainers yeah

and you know I feel like we look to them for Content strategy but I don't think that's a that's a good plan for th for for th for people in the industry who want to grow their brand yeah so I

I didn't know and so I'll very much like let's see and so we widened our scope in terms of our content with the intention of or at least the theory behind it being if we got more people to see our

stuff then if we catch with a bigger net then there's still still going to be more in absolute so relatively fewer people in the audience are going to be business owners for me but a larger absolute amount will be business owners

if I go wider and um that wasn't the case and so after we did that for I think it was like three or four months we just kind of like went pretty wide with content I made a college video I

made a relationship video I made a handful of videos on like philosophy stuff that I'm into um and what happened was the actual objective metrics of the business our optins went down Book Sales went down but we got more views and more

subscribers and so it's really really tempting to start getting into the vanity metrics of views and uh you know views subscribers followers whatever but I never did this to get famous I did this to get richer to be very clear and I always

want to like I never want like I always like to be very transparent about that um and so making content has always been a means to an end um and so if you're in business and you're making content for

the means to an end which is like you want to be able to price in more premium you want to convert at a higher percentage you want to be able to you know get free customers inbound um all

those things are benefits that come Downstream from building that personal brand which is really just the pairings and associations that your ideal Avatar finds positive and the thing is when I I told the story but I had a business

owner friend of mine does about a million a month um smaller business and he came in and he was talking to me he was like yeah um offhandedly it's like you know yeah I stopped listening to your stuff a few months ago and I've

been listening to it for like five years um I said he's like I guess I'm just not really your avatar and I just like you know like dude you 100% of my avatar and uh and that's when I just I went down to

the team and I was like we need to change it all like we have to just talk about business and so back to business became the whole theme and if for those you have seen my content that's that's

what we focused on so what was the result of making that change yeah so once we went back to business my average views for video dropped in half uh but as a result we we could we didn't have

to have nearly as heavily produced stuff and so it's very much just like me talking to the camera me with a whiteboard whatever and we got more more optins on the site more Book Sales which are the two kind of like leading

indicators for me Downstream for portfolios um and yeah I mean like all the and for me personally I like business that's all I like talking about so me talking about other stuff is actually like not fun I have to like get

amped to do a mosy meals thing and I'm like who cares it's lunch you know they're like they want to know and I'm like I don't think they do man yeah and so it was a good it was a good

experiment but I will tell you I think the algorithm is getting so good at serving Niche content to people who consume Niche content that you have to be okay with something that has you know 19 views I'm being dead serious about it

like I've had so many businesses just in the last couple months that I've spoken with that you know I I talked to an art dealer that's doing a million dollars a year with a 1500 person email list I'll

talk to a person who super niched down and registered dietitian who helps people Bill registered dietitians Bill Insurance more accurately that's her business like talk about a niche of a niche of a nich and she has 5,800 followers and she told me she made her

first sale when she had eight people on her email list eight I was like is it a list at that point or do you just like email eight people you know what I mean yeah it's Outlook yeah right she I was

like you just emailed friends right yeah um but but she was doing just under a million bucks a year with 50 and and her I looked at her reach on her account and it was like 2,800 wow but if if you're a

registered dietician and you want to make an extra hundred grand a year by billing Insurance under all these different codes you buy her thing like that and so I I give the example that I consume a lot of Niche gym manufacturing

content and so I like welders metal Fabs it just doesn't matter but like really Niche gym content and so these guys are terrible marketers but they show their pieces of equipment and so my newsfeed is just like Comedians and Metal Fab shops and they

don't they're not like the viral cool ones they're just like hey we made a new row uh look at how it works and then they do it and and so I say that because that guy has somebody in his ear saying

you should be making stuff about like you know whatever viral meme stuff is I don't know falling out of a cliff or trying punching a stranger whatever you know what I mean like ask 10 gym owners how many pieces of equipment they want

whatever um but it's it's not that they just they just make sure that the content that you have is the association you want people to have with you and so I I I don't think the whole going really wide is the

idea if you want to get views which the thing is is like if you listen to Jim Mr Beast um and some of the other guys their primary revenue stream is is AD revenue and so that's how they make

money but and they're brilliant don't get like they're brilliant at it but if you trying to have a niche which most businesses do that make if you make more content about the stuff that your particular customer likes they will like

you and if you make it about stuff that they don't like or care about they won't like or care about you period and so I just say like just don't fall into the Trap of the vanity metrics and like it's

hard because you want to see that now the way that we controlled this is I like having paired metrics with any business it's like you have speed and you've got quality right just as an example like you want to go as fast as

you can but you also want to make sure the quality is there so once you know that you're getting the right people who are consuming your stuff because you're making the right content then at that point then you jam the views by all

means but you just have some sort of metric so for us it's like we want to make sure that our cpms on our views are really high because I know business owners are very expensive so it's like okay if they're really high then I'm

getting the right eyeballs and if that's true then I absolutely would love more subscribers that are business owners but that has to be true first and so having something whether it's the optins your you know applications book calls just

site visits whatever well site visits is tough but something that you can track that gives you some sort of quality metric on the traffic that you have then you can use all of that Gusto of like now I'm going to go get views and stuff

but I I've got this control here to make sure it's the right views yeah and I noticed um one thing or just a side note real quick if you ever want to know how rich someone is it's based on how they

refer to Mr Beast so Alex said Jim if you ever hear someone say Jim for Mr Beast they're Rich As [ __ ] okay like that's it cuz I don't even know Mr beast's name bro you know what I mean like okay so

just side note cool all right so one of the things I noticed though in when you start your videos and I feel like we you know like you'll say to people that the viewer is watching social media and

they're saying why should I watch you right so we're trying to educate people and some of us have done things some of us haven't done things maybe people in this room have been doing real estate for 20 years somebody else in this room

has done it for two yeah I talked to a lady yesterday she just got her license yeah okay so just everyone's on a different path but when you're talking about this like do you think that everybody should insert that frame into

the beginning of their video like why they should stick around if you're going to be educating something because I noticed you do this on almost every video yeah so on YouTube for examp so if you're doing longer form stuff then we

we cons we looked at so I'm a big I'm like you said spreadsheet thing like I just look at the data and then I see okay what stuff worked let me do more of that what stuff didn't work let me do

less of that and so when I looked at the top hundred or whatever YouTube videos I had the ones that were the top 10 um all had proof promise plan all embedded into them and so that has been our little

mental easy framework like what's the promise what's the proof that you can deliver on that promise and then okay now I'll listen to your plan here's the layout for the video here's the road map here's the the framework and so that

that's been our kind of like three PS but if I had to wait them prove is number one and so the reason that not to get into like high YouTube um but the a lot of the like the highend creators

like Mr Beast there you go um yes Mr Beast and and those guys is they talk about confirming the thumbnail as soon as humanly possible and what they mean by that is that when someone clicks they want to know that what they clicked on

is exactly the thing that they wanted and so the way that you do that is make it as congruent as humanly possible in multiple ways so based on what the headline is versus what the person says in the first few seconds also what they

see what they hear you want to have multiple different ways of confirming the thumb as fast as possible and so the thing is is in in entertainment if I say hey I'm going to go smash this Lamborghini and th toss it off a cliff

then you as soon as you start the video you want to show the cliff the Lamborghini and say this is what I'm going to do and you want to say that as fast as possible so they're like oh this

isn't some clickbait whatever this is what this guy's going to do in education how do you approximate that they're going to get what they want to get it's different I can't show you the result I have to give you proof that I can help

you and that's at least how I think about it I think of proof proof is an approximation of the likelihood that they're going to get what they click to see and so if I if if you click a video

that says like the best investment advice in the world and then the first five seconds it's like my name's Warren Buffett and I own Berkshire hathway and it took me 94 years to be worth a hundred billion dollar here's eight

things you probably want to consider you're like okay I'll listen if you're like hey you know I'm a teacher and I will give you great investing advice it's like well you can't be that good yeah right so there's this big obvious

it's like the big obvious is almost is the problem 99% of the time a lot of like a lot of people who are making content are looking for like a hundred little hacks but like it's just the big

obvious thing like I I'm not I'm not delusioned or disillusioned by the fact uh that I get a disproportion amount of attention because what I have done not because what I'm saying is necessarily novel and so like gym Secrets was a podcast that was

around before I sold gym launch and none of y'all listened to it and it was fire yeah but it was only after we sold gym launch that people were like oh [ __ ] he knows what he's talking about okay

now I listen right and so so obviously there's the stuff has to be good but the frame in which you consume the frame in which people consume content is the messenger like the messenger is inextricably linked with what they are

consuming with the message itself and so I think not enough people are paying attention to who they are and what they have done when they are claiming that they can help someone and trying to focus way too much on the stuff being

said yeah like Gary's here I think they're doing what 35400 million a year in Vayner right like if he didn't imagine just erase that and then everything else is the same no one cares he's just a dude talking about social media how do you

know how do you know that what he's saying is true he has no proof and so like I wrote I wrote this down the other day um I didn't write this down excuse me I yelled it at someone

um I was trying to like make myself stuff sound better uh proof [ __ ] proof like that's what matters like if you get one thing out of all the stuff that I have to say here it's proof so

I'll tell you a quick story because I think it'll be relevant so I recently did a big review this will be a common theme by the way um is that I just look at a bunch of data and I'm like let me

see if I can find two interesting things and so I looked at 2,000 ads that gim launch had run over four or five years because I was helping their marketing team with something and of the top 50 ads 40 of them were not me it was just

proof it's all it was proof 10 of them were educational which I see as an approximation of proof if you're very good people are like oh wow he knows more than me that's pretty smart okay he must know right so then you have to

basically someone has to reason that you're good versus just showing them that that you're good and so with that what's interesting is that of the 2,000 ads 80% of them aren't proof just 80% of the top 50 are so what should I be doing

more [ __ ] proof ads yeah right and then the question after that is like okay well you Pro there's not like oh I have proof because that's the next thing I would hear from the audience like Alex

I have proof and No One Believes Me no [ __ ] you have terrible proof right and so proof exists on a Continuum so you have on one end so let's say I'm selling teeth widening just as a as a

hypothetical extreme if I have yellow teeth and I swish this stuff around and I spit it out right now in front of Neil not at Neil in front of Neil um and I look and he looks at my teeth and they

zoom in the camera you'd be like holy [ __ ] this stuff works the next question you have is is it permanent will it damage my teeth like how F like how long will it last whatever like it'll those

are buying questions but the the likelihood that it works is no longer a question in your mind mind and so that's an extreme version of proof that's live inperson raw unedited um and there's a big checklist of proof that we have but

that's this extreme On The Other Extreme now and if I were let's say if you're an Asian girl if you're an Asian girl and I'm an Asian girl then you'll believe it more right if you're your old black guy

you might not believe it as much whatever like everybody's like the more relevant you can make the Avatar who's getting the experience it becomes more analogous for them they say oh it that person looks just like me therefore I

can take that experience and say it would also happen for me which is fundamentally why we have different avatars when you're trying to show proof and this is like customer success stories for us seem to be doing the best

so it's proof yeah and on this extreme the worst one would be something that's instead of visual it's descriptive so instead of showing you the teeth it talks about the experience and it would be not visual at all so it's not video

it's text and it's of a person that is not like the person who's reading it and it's 5 years old right and so it's like these are degrees of proof and so if you give yourself kind of a proof audit

which is I had an ad I remember um a few years ago was one of the top ads I just had made a post in my my community of gym owners I just said how much extra money have you made since you've been

here I was like just answer and then I all I did was I recorded my screen and I just scrolled and it was five minutes of scrolling that was the ad and it crushed made me a lot of money wow yeah it's

just like I noticed when we share customer success stories it's one thing would you just say it that's better than nothing but when we show it so for in the real estate n or in the mortgage when we show

the real numbers that somebody saved or that we show the result we got our clients it seems to work really well and so I would I would encourage everyone here to to just really double down on that and I've always been wondering why

it works so well and Alex just explained it like perfectly so that was a great analogy so one thing I wanted to kind of clarify for everyone here is you talk a lot about content strategy and then a lot of it relates to YouTube

but then a lot you do a ton of short form as well which do you like for someone building their personal brand where should they start where should they double down or is it all of the things you know like where should they

kind of focus so I think it's helpful to think like okay what is advertising advertising is just letting people know about your stuff and so as many ways as you can let as many people as possible know about your stuff great so then it

comes down to return on resources so if because like take you to the Natural extreme if you only did shorts and you were amazing at them you would make a lot of money if you only did Longs and

were amazing at them you'd make a lot of money so it's not which one is it it then comes down to the person of what's my return on effort you may be better naturally or have some Head Start in one

of these two directions or you might not have the resources right now to make good enough long form videos that you get stuff maybe shorts a little easier for you then in that case if you look at this much effort that I'm going to be

putting in then you do have an absolute AB answer of like no shorts is what I should do because given these resources I'll get a higher return on it and so that's very much between your resources and your skill sets but we started with

shorts because I could put out more of them and I did them once every 90 days so a team would fly out I would sit there I'd record 100 in one sitting and then that was it and then I would go

back to work and then people will watch them and yeah to make more and then yeah so that's how many of us discovered you through shorts and then we found your long form and all that stuff but I think

like people don't have that budget that big budget to get started or maybe they they do I mean time budget too time budget yeah when I see resources yes sorry yeah same thing but it's like but I noticed when I recently attended one

of your workshops business workshops and we talked about like um you know the constraint finding the constraint in your business and for for people who are trying to build their personal brand their constraint maybe content distribution or it might be editing or

might be you know getting this stuff out there and I feel like like we make invest everywhere else but and we know that content works and we know that doing more content would work but we don't do it and you know why is it that

like we spend resources and money and time on the [ __ ] that doesn't like I even got this realization sitting in the workshop like what the [ __ ] am I doing bro like there's something that works

why am I not doing more of that and then I'm wasting my time over here is it like are we all like do we have like an internal defects like that makes us go this way no I think it's I think it's

it's short-term Rewards that's it like fundamentally like if you can delay reward if you can actually just work without needing to see some sort of cookie immediately you can beat everybody like it's and it's not even like you have to wait that long you just

got to be able to wait longer than most people and most people can't wait ever at all and so to to Neil's point one of the what the issues is especially with within the entrepreneurial Community is that we're rewarded very

early on in our careers for switching you were in a career that you hated you were in a job that you didn't like you were in some circumstance you decided to start a business and so you changed you

took a Massive Action you changed your your your conditions right and then you got rewarded for that and the problem is that you need to do that once and then never do it again because once you're in now you

like you've made the big change now the big changes inside that you have to make which is you have to learn to persist and a lot of that looks like facing the unknown and having no idea what you're

going to do and taking steps anyways under the faith that with each step you will learn a little bit more and get a little bit better and you'll be able to see one step ahead and that's all it is

and that has not changed in my entire entrepreneurial career people ask me what my 5ye plans are I'm like I don't know because 5 years from now I have so many options I can't see but I know that

today I need to do this and it's the same thing I had to do yesterday and I will keep doing it until we get to this point because then that will open up other options yeah and so like that finding

that problem and focusing on it it may not be the most fun thing is what I found like it's going to be really hard to find that person like like we haven't tried we've gone through people it didn't work yeah and we've had to fire

people and bring them back and do all these things and then that part though is where like we're going to see the most growth it's the it's the difficult [ __ ] that nobody talks about yeah most of the solutions that are required to

grow a business are not novel interesting or fun it's like okay so I'll give you an example like we we we bought a company um it's a big chain it has 30 something locations and so we're like okay so we spent four hours

redesigning the sales process the 5x LTV and I was like all right roll it out over the you know to the ne like retrain the entire staff across all the companies or all the all the locations they're like that's going to take like

six months and I was like yep we're not g to do anything else that's it that's all we're going to do but what about what about content what about ads it's like why would we care about any of that

like we if we 5x LTV with this new sales process that is all that matters in terms of all the resources we have is there anything else that's going to 5x this business in the next six months no

then go away shush like just do that and so a lot of you guys have all of these go away shush ideas that you need to tell yourself like go away shush like I don't need to do that like if you have 10 sales guys

and those sales guys are doing X volume for you then tell me why we can't have a hundred sales guys like explain to me the physics of why we can't have 100 sales guys or is it simply that like you

don't know how to recruit high and train which is a skill deficiency and solvable or is it that okay well after we spend a certain amount of money on ads we you know our our our row ass stops dropping

okay then your ads suck yeah and yeah go ahead you said something like you're not it's not unscalable you're just unskilled yeah yeah it's not like harsh truth but yeah no no business is like I I get this question all the time like am

I in the right vehicle and I sometimes I I I wish I hadn't made that video um because I feel like it gave a lot of entrepreneurs permission to like jump out on things that are completely legitimate fine businesses and are just

hard and it's stressful and it's always stressful it never stops being stressful so like stops being stress is a bad thing sorry just is a side rant there yeah but most if you simply frame the thing that you that is blocking the

business as something you do not know how to do so rather than saying sales guys don't work for my business say I don't know how to get sales guys to work for my business right instead of saying Facebook ads don't work say I don't know

how to make Facebook ads work all right there's very there's a very big difference and fundamentally first if you're in a business where there's other players in the marketplace if someone else is doing it it obviously can be

done and the funny thing is is that to develop the skills that are required for some of these things like Facebook ads or hiring a sales guy or writing a script like it takes like 20 hours tops like Facebook is a gazillion dollar

company that had all of these really smart Engineers try and make it as easy as possible for you to make money on Facebook so that you would pay them more money like a lot of these Tech platforms and people I so afraid of it's like they

spend so much money to try and make this easy and you're still a [ __ ] for not trying cuz you're afraid of looking stupid to yourself when no one's watching which is ridiculous clap it up and so you know um if I could be

honest with you like I remember seeing you speak at Bradley's office in 2020 and bro like I was lost man it it wasn't that it was boring it was just I just got lost I didn't know what you

were saying U so I noticed like people here who like see Alex now they're like man this is amazing blah blah but I feel like you had you were still of a similar intellect at that time as you are today

but now you become like so much better at presenting and teaching and all the content and so I feel like it's is it the Reps is it something that you really focused on did you get a coach like how

did you go from having all this knowledge and throwing it up on spreadsheets that no one can understand to being able to present the ideas to where now millions of people in the country learn from you as their teacher

so the process that I outlined in terms of making content better and finding ads that worked is is probably the single most repeated process I have in my life which is I do a ton of volume and then I

look at the top 10% of that volume and I see what does this have that's different than this other 90 and then when I see I ideally if I properly identify what the difference is between that 10 and 90

then I cut out the stuff that's in the 90 and do 10 times more of the 10 and then I do it again and that has fundamentally been how I've approached everything if I want to look at like how

do I improve a sales script I listened to all the the sales calls I look at the ones that we were like these these calls are pristine they're awesome calls like look at the looping all the stuff that's

involved we're like okay what was different about these calls versus the others okay we didn't talk about this thing we didn't ask this question but we did add this question and so then the script gets pruned and it gets cleaner

it gets Tighter and so when I looked at the content I was doing better it was content where I didn't use big words where I didn't talk about complex topics but or rather I talked about complex topics in a simple way and so I was like

oh so one of the big um one of my first early videos that hit was um which now has come to haunt me uh how to get your wife to go where you want to go to dinner which is you know you wouldn't

you wouldn't be opposed to going to Cheescake Factory would you um which now everyone ask me if I'm opposed to doing podcast I'm opposed to doing speak EV whatever um but the thing is is that it was a sales technique but it was applied

in a way that could be more accessible to other people and I see that as kind of like the best of both is if you can like I'm not against getting a viral video as long as it's about business and

so that was a video that talked about a really powerful sales technique but did it in a context that many people are in every day which just figureing out what you want to eat for what you want to eat

for dinner and so that was a great crossover so I was like okay what was in this video I was like well we had big brand names so that was something that people recognized I was like I use

simple words I used to an experience that happens to many people all the time but it was tied to something that could make money so it's like these are all the things and so then when I'm making other content it's like okay is there a

brand that we can draw into this is there an example we can pull in is there and so it's it's fundamentally doing that process of the first step that everyone skips do a [ __ ] ton then look at the stuff that worked

well and then do more of that and I know that sounds incredibly simple and the only thing simpler is just not doing it hey are you trying to build your personal brand through better content online well if so the number one thing

you could do is start your videos better I actually have a free resource for you on this I put together my 10 best hooks this is how you start the video so that way people stick around if you want to

grab it just click the link in the description below let's get back to the combo yeah that's true and so this is part of the pre-work sometimes you talk about so used to be that you know and i'

done this too we would just go in the studio we got to make content and shoot shoot from the hip turns into like a nightmare afterwards we have to clean it all up and figure it out and then

sometimes I thought that was the easiest because I just didn't have the time but you've talked about a process recently where you switched to doing more pre-work can you talk about this yeah and we have a little saying is uh is it

an ounce of PRI is worth a pound of post that's our little all the media guys are like please more pre-work because more stuff they have to do on post otherwise um I will say this have you ever who

here makes content can I get a hand raise okay so keep your hand raised if the content if you've had a piece of content you made that you like really prepar preped a lot for it you don't not

all of them but like you've had one that you really like took some time on okay did that piece outperform your normal pieces okay well some of you suck at making content um the thing is is that when we prep a

lot for a video we know that it's going to do better in general and so there's those and then there's the equal opposite which is where I'm fired up about something I'm like turn the [ __ ] camera on like I'm tired of this

and so then it just becomes a rant but like those are kind of the two polar extremes the middle is where it kind of sucks right where you're going in you're punching the clock you're like all right what are we going to talk about today

like might as well not make it but fundamentally if you have each video that you outline with what is the promise for this person right what is the proof that I can deliver on that promise and then what's the plan that

I'm going to walk them through and you want to get that all that done in like eight seconds if it's along like we're experimenting right now I'll tell you guys a fun experiment we're running we're trying to we're trying a no intro

video really yeah it's going to be really weird we're gonna see what happens but like I'm I'm so convinced that just the more and more we shorten this intro people like think about you when you consume a video you just like

you just you skip past it you just want to get to the meat and so I was like all right well if we have you know 13 ways to create it a monopoly ethically we should just make it like all right so

the first way is and just go right into the video and so and then have a lower third that edifies me and covers some of the like who is this guy and so anyways that's stuff we're experimenting with

but just to give you an idea of how much I really want to compress that and that's the stuff that we will obsess about out and in ads for example I know I'm going off but the first if you run paid ads the

first half second is Tiny it's tiny tiny like you have to obsess about it and I've been running ads for a long time now and I've been making content for a short time um but in both of those all I

can tell you is that it's been unidirectional in terms of my obsession with the first moments it's all about the first moments and so some of you do have amazing videos that you spend a long time on but it took you 45 seconds

to get to the point of the video and you lost everybody and so if you can just get to the point faster and say as much as you can with as few words as you can you may real like you don't want to make

a 45 minute video if you can say it in five and so it's about value per second not seconds of value and that by the way goes for everybody who's in education so if you help people if you train people you do

whatever it's about how can I distill this in a few words assumably possible and if you've never done this before take your words put them into Heming way or any any writing app that gives you a grade level keep beating it up until you

get it to third grade and then look at what the language looks like if you start speaking in that way people will understand you better what you're not going to do is people like I don't if people can't understand me I don't want

their business it's like well I do um their money spends the same uh and so so what happens is if you if you make it simpler for people to understand more people will and the people at the top

will simply enjoy it more because it requires less mental effort for them to consume it which by the way part of the reason that being an authority and having proof that you can do what you say you can do matters is because it's

actually more efficient for the listener if you're a teacher who says they can help me to invest you might have information that's better than Warren buffets but I constantly have to appraise what you're saying in real time to decide whether I do think it's better

or not if the richest man in the world gives you investing advice you actually don't have you turn that part of your brain off you're like I'm just going to listen and take it as fact and so it's

actually lazier consumption to listen to an authority which comes into whole ethical things around persuasion but like fundamentally that is why demonstrating Authority is so important because it actually makes it easier for them it's less effort for the consumer

yeah and so like for that looks like for so many people here as like hey in the last 12 months I've been able to help this many clients do this result or you know show one of those results and then

now we're watching it the viewers average is like the average view is watching saying I don't have to decide if this guy's full of [ __ ] I can just listen to the or watch the video so I

love that and so you talk about TTV uh in a business sense when we have our products and TTV stands for time to value is this the same concept in video 100% okay so like we talk about value

per second so a lot of the people in the room who said let's do this because I think this is really helpful for people uh here and watching this the people that said they spent a lot of time on

that video and they thought it was going to be a banger and it wasn't it bombed yeah it got like 13 views on YouTube and it got eight on Instagram and they're like they dm' me at 11 o'clock at night

saying Neil I know you're into you're preaching content but it just doesn't work for me yeah it was probably because of this yeah it's most likely 100% 100% well there's there's two extremes that if you're that person right so if you're

that person I'm talking to you so you have two options one is you can say I will never do content again I mean that's like taking the logical stream like that's it I will never try again I am so fragile that me

putting an hour into a video and not working out that I will forever forego a free form of advertising that could get me customers like that's that's what you can do right like that's an option sh um or you try

again like that's it like you try again you make 10 videos that you spent an hour on and you look at the one that did better of the 10 you say what did this one have that the other ones didn't and

then you do more of that and you over time we talk about having so at acquisition we was saying it's um no silver bullets only golden BBS and so the things that create Excellence are never one big thing

because if it was one big thing everyone would do that big thing and realistically if there ever are silver bullets everyone immediately starts doing them and the whole industry moves up and then it becomes Baseline again and so it's all the details it's

the it's the 99 golden BB's that matter and so if you don't already have checklists live by checklists like live because you can't keep it all in your head it's like okay I have to have int has to have these four things and I also

s like just have it in front of you and you're like okay let's make sure and one of the things I would encourage you to do like I wish my my my team could like nod their heads right now we will

sometimes go through an entire video and finish it and we'll both and I'll be like I think we can do that one just again but better and they're like let run it again and so we run it again and

some we get at the end we're like I feel like we could do it better the third time it's like all right even though I've just said the same thing for the last two hours because I just did an

hourong video took it again hour long video took it again and then the third try comes out perfect and then it crushes and so I like one of my favorite saying in training is awesome aome again like you're training a sales guy

you're like awesome again and so you're training yourself you just have to think it yourself like awesome again yeah yeah and I love that because it's like more reps but also being intentional about the process like he talked about success leaves clues why

did this piece of content do better how can we go deeper on that and I love the idea of just having a checklist like really simply what you have to go through to make each video what are all

the elements of proof does this thing have it what are all the ones like what are all the elements I made this the one proof video that I have really good okay well it started with a painful experience all right let's make sure

that all the ones we have start with painful experiences not saying that's what it is but I'm saying hypothetically that would be one of the things that you could have yeah and so a lot of people are concerned about Ai and you know deep

fakes and all these people making content and stuff and AI is going to take over the content generation but you talk uh you did a piece of content recently about how to create AI proof content like I'm not proof in this but

like AI proof like it's we're immune from that what is that so unless AI lies it can't talk about what it did in the real world um so you could talk about what you've done yeah pretty simple so yeah it's

like uh documenting the stuff that you've actually done in the world so like you do [ __ ] and then talk about what you did then no one else can talk about the stuff you did because only you

did it right simple I love that and also uh if you keep doing things you'll never run out out of ideas for your content 100 like so because I often get that like where do you think of content ideas

I'm like I don't I have a hundred other ones that I could probably make but I just I look at my calendar and I look at all the conversation that I had over the last week and I think huh this is kind

of interesting this is kind of interesting and guess what when you look at real life experiences you have examples because they're real right and so I would and I'll tell you for myself for all the content that I make it's

very rare that theoretical content does well like if you want to teach a concept it's like concepts are you know a dime doen like giving people examples making it real for them is what they value because they want to use it in the real

world in their lives and so the best way to know that it will work in their life is that you told them that it worked in your life and here's how right and so that's fundamentally I think if you

that's what we call oneof zero content which is something that only we can make and so everybody here can make content no one else can make by simply talking about the stuff that you've done that no one else has done I love that and um

this is interesting when we talk about people in the room who talk about one quick I want to one quick add on that so there's two ways that you can show proof right so if you're if you're Advanced or

you've been doing this a while then you want to show proof of results period as many as you possibly can in the format I've talked about the most believable way great if you're newer you can show proof of effort so I could have said i'

made 35,000 posts that's still enough work that people were like well I don't want to do that work I want to see what he learned and so fundamentally when you're making content one of the easiest frames to use is how can I give someone

time back so people want to buy time at a bargain and so if you can just say look at this took me you know I took a thousand sales calls I like for me I even when I was saying just now I

reviewed it took me four hours to review 2,000 ads you're like well I don't want to have to make 2,000 ads and takes four hours I'll list like what's the thing that you learned right like that's the idea and

so you can do that by just looking at the stuff within your business and so this process of look it look back see what worked that is how you create content it's how you solve your own problems and so whenever you make a

little framework for your team just tell other people about it and for those you who are like another team's going to use my checklist lots of teams use my checklist hasn't made me less money yeah you even said something recently where

somebody said hey uh came up with the closer framework and no you're like no I came up with it or you know like how how did like can you explain this really quick yeah sure no I had a guy who was

like Hey I really hate like he saw me walking around in public was like I used to hate you for a really long time man and I was like cool like he's like I don't anymore I was like thanks you know um and then

he dm'd me afterwards because he followed me or whatever and he was like hey was because you stole closer from me but I've gotten over it I'm fine with it now I was like bro I don't know the fck

F you are man like yeah no but the thing is is like do you think it's possible that close the word is something that many salespeople have talked about and it's got five or six letters in it so it's kind of easy

to make an acronym that has a process around it there's probably more and you know what there's another guy who's like Heros he stole that one from me right like there's there's always going to be things that people feel like you're

stealing from them or that whatever first off if he were better at teaching it everyone would know itce his first off second of off I've been doing it four years before him thirdly even if who cares yeah does he own the concept like

do you think Snapchat was like Instagram you took stories from us deal with it yeah it's competition that's how it works I remember I took I had a I I went to a lawyer when someone copied my ads word for word and they

were like yeah that's that's just competition man they're like this isn't IP they're like this is what makes America he's like now you have to get better and I was like well [ __ ] yeah cuz I people people complain that you know

this guy stole my content this guy it's like these are just Concepts many of us so many of us are in the same industry in this room and uh you don't own the concept and I think like that's so kind

of a freeing thing like hey I could just talk about my thing and not worry if I'm copying or not copying somebody else and the second so one is even if you leaned into it and said yeah and what are you gonna do about it you

gonna make more content beat me like beat me like like everyone wants to like they threaten you with some sort of moral imperative and you're like oh I can copy your content and what are you gonna do you're

gonna cry to Mom what are you gonna do beat me you know what I mean and so we have this like I would never it's like it doesn't even matter I think it's stupid to copy content because you're

copying somebody else's life which is dumb but like for that to be the argument what a waste of time yeah 100 per. and so I want to get into like a few things about the con like actual content strategy and then um as we wrap

up uh uh one of the obstacles that everybody in this room faces which is they tell me they don't have time for Content okay so first things first calls to action ctas in your videos uh could you give us some guidance like where

where where do you feel about this what what have you seen Works what doesn't work where should we put them how often should we put ctas in content so I think uh this is my two cents so we try and

put I used to put them the in the in the end middle we now do like 30ish percent through the video because you just get more people are going to see it so about a third of the way through is where we

where we do our little Integrations is what we call them I never have um not never but I try not to put pre-recorded uh ctas in I try and relate it to the content because then it kind of flows

more naturally and it doesn't seem weird and so we'll also think like right after we do a video we're like okay what's the right CTA for this video so if you have the same thing like I don't want to have

the same CTA like you want to have different lead magnets different kind of problems that you can solve um that you can direct people so it's like it's a video about starting a business I'm like hey you should check out school right

it's free um and if it's if it's somebody who's you know if it's a if it's about private equity and like debt I'm like all right we should check out one of the workshops at acis.com where you should apply to become portfolio

company right so it's like I want to make sure that it's relevant um and if I'm talking about like offers or like a really tactical lead thing I'm like oh check out my book like it's I have a

whole thing on that and so it's it's just directing where I think it makes the most sense and I think number one that that's number one number two is okay how do you make ctas I think the problem is less about ctas I think it's

more that there's not enough value in general and so it's like if you make the video and half of it CTA there's just not enough value you haven't like deposited enough to create motivation for somebody to take action and so as

long as you like as long as you have a bang in video like you can put ctas in I I've it's just don't take up a huge amount of time let them know like what is it why is it important how do they

get it that's it and then just move on and let's just keep it very simple so these are like 30 seconds in the middle oh I think they're even less than that I think mine are like eight I mean they're

they're just like hey if you like this and you're trying to grow your company I was like we just started acquisition.

comom uh Workshop division it's like so if you're you know one to 20 million I was like it's probably a good good set for you you can check it out see see you there and then it's it like move on one

he just did one for you here there you go there you go so this is the thing people tell me Alex they're like yo bro I don't have time like I got the I'm putting out fires here I'm doing this

I'm doing this and um you did a concept recently where you talk about how you create content versus how you manage the business yeah and you call this maker time yeah can you explain this because I think this really helped me in terms of

like I was trying to do both at the same time and it [ __ ] it up yeah um so there's you know there's tons of research on Switching costs between different tasks like you're like you know three times less efficient on both

tasks by switching um and so fundamentally you have time where the objective that you have is to make as many decisions as you can and have as many meetings as possible and so I call that manager time and so there are

blocks of days which is usually a half day or more where this is manager time and so I stack is many meetings as I possibly can and you want the meetings to be as short as you can as targeted as

you can so you can make as many decisions as possible so that sounds painful well it I mean I tell the girls I'm just like I'm like just destroy me just put everything you possibly can and if someone's like hey do you got a

second on Tuesday I do mine on Mondays um it's like yeah next Monday and they're like no but like this is how urgent is it is the business going to end no okay so it's not urgent all right

right Monday and what happens is in the beginning people are going to want to interrupt you but very quickly they're like oh Monday's the only time that I can talk to them guess what happens they start preparing to talk to you and so

then they think ahead of what are all the things that I'm going to need you know looked at this week so they can make decisions ahead of time and so you can be way more efficient with your time

um and so fundamentally it's knowing that for me the things that have moved the business forward the most when I look back on months and and and quarters it's the stuff that I didn't in make her time the manager time just occurs and so

so you need to time you need to make time for maker time you don't need to make time for manager time manager time happens and so it's really just fencing off where all of your distractions go into and when I start those days I know

I'm not doing anything productive and for some reason for me I'm like I give today like I offer today is sacrifice to my business like bother me distract me tell me the hundred things that you you know want yellow or pink I'm like I

don't care like pick one yeah that makes sense and so this is like when you're in maker time yeah nobody's you're just and you about using maker time to do the one thing M and what is that one

thing for you and like can we how can we relate to this because I think that's the part that people are missing and that's why I talked to them five years later and we're in the same we're having

the same conversation nothing's changed if you don't know what is constraining your business you are the constraint um and what I mean by that is like your lack of knowledge and so ignorance is the biggest debt we all pay for not

knowing how to do the things we should and for me having absolute Clarity on the one thing that's holding my business back means that every waking hour I have is dedicated to solving that problem and sometimes that solving that problem

might take a year and a half sometimes it can take a month sometimes it can take a week right um if I want to write a book because I think that's it would be important for my brand that's not

like okay I'm going to write a book this week it's like no but it's got to be a good book uh that takes more time time and so it's like but if I do this thing then it will make the other goals that I

have shrink into into irrelevance or occur as a result naturally with less effort and so we spend a lot of time trying to find like what's the kill shot like what's the one big Domino I think Tim Ferris calls it of like if I just

knock this one thing over everything else becomes irrelevant if you were to build the largest you know real estate mortgage personal brand in the space would that make all of the other goals you have kind of happen anyways maybe I

don't know what your goals are so for me when I started this whole journey with acquisitions.com I was like well what's the most valuable thing for an investor which is proprietary deal flow which is deal flow that only comes to you that's

incentivized and so I was like okay well if I just built that then I can make up for the fact that maybe I'm not the best at picking companies maybe I'm not the best at maybe I don't have more Capital

than Blackstone you're like what are what are the dis but if I if I have this then that's something that I can I can compete right and so trying to be really clear on like what is that thing that I

can pour all my effort into that realistically you don't know how to do yet and that's what maker time is 90% of the time is figuring it out is figuring like the job of the maker is to do

something that you have not done before and by doing that you get better and so sometimes it takes two weeks to identify and ask the right question but then once you ask the question then the answer becomes clear

right and so I will say though to be clear if you're in a smaller business your maker time is going to have to come outside of business hours so it's the you know 9: to 5 you you're doing your job but it's the 5: to 9 in

the morning and the 5: to 9 at night which is where you're going to have your maker time and if you're like man that sounds like work welcome to the world and you like if you're like well I'm not willing to do that that's fine

I'm not saying you should I'm just saying somebody else will and they'll beat you that's it simple yeah it's like I feel like a lot of people are talking about putting out fires and you even talk about letting fires burn and

building your team but if you're not there yet and you haven't gotten to a position where you could hire a bunch of people because you don't have the revenue or whatever that is then you need to do it yeah and so I spent like

so much time at night just doing content and then for years until I could actually afford to be able to do it during my work hours so four hours is what I recommend for everybody so if you're not if you're not at three

million a year yet so it's about 3 million a year where you can start moving some of this around but four hours a day is what it takes in advertising to keep letting know keep letting people know that you

exist because no one cares and they have forgotten about you already it's four hours a day of just reminding the world that you exist and so you can do that via content you can do it via paid ads

you can do it via Outreach it doesn't matter but four hours if you do that every day you will never go hungry because it's really hard to do something for four hours a day for a year every single day and not get pretty

good at it it's tough like it's really hard to do and most people won't and that's why you win right that's it it's simple not easy and most of you guys already know that correct now as we wrap up here Alex

like by the way has this been helpful for you all good so I believe uh you know you talked about us making priorities and doing these things I feel like many of us in this room there's some young folks here

but a lot of us are older like myself right you know you're 40 years old I wish I would have learned this when I was 20 I wish I would have learned this when I was young like you bro but uh I

learned it in my late 30s and now I'm just starting in my 40s and I feel like a lot of people tell me is it too late you know [ __ ] is it too late and so what

words can we give these people who are like bro you I've been working on the wrong thing for the last 20 [ __ ] years yeah I'm I'm 50 years old I'm 48 years old I'm 52 or whatever like what what can we say

to these people who are like like and and to actually say man it's not too late how do we move forward start working on the right [ __ ] no I give up [Laughter] now yeah bro just um just accept that

you will never never win and that there's nothing in your control and no one has ever been in a worse circumstance than you and made it work better like you have insurmountable odds being in a room that you paid hundreds of

thousands of dollars to be in in America access to technology and you're right you [Applause] won't yeah cuz what's the alternative like what what option do you have so I think the amount of effort you should be putting into into deciding whether you

should do it or not is zero like all like I have I have so little so little energy to convince and so much to educate and support and so I think that for you like if you know what

you have to do then all of the space between knowing what you have to do and doing it is your competitor's opportunity and so if the thing is is what are you going to do you have you you're 45 okay okay so you've got so 20

more years you're just going to say well I guess that's it it's like well then die now well you're pretending like you're dead so you might as well just do it I'm being I'm being purposely hyperbolic here but I'm saying this

because some of you have to get slapped in the face with reality it's like what are you g to do what else are you going to do like what are you going to do all day and so fundamentally I think like

what does this change about my behavior so rather than having all the like what if it doesn't work what if people laugh about me what it's like if more people know about my stuff I will make more money period if more people know about

my stuff then more people will buy okay if that statement is true then what actions do I have to do on a daily basis to let more people know about my stuff if I make more content I make more calls

I do I run more paid ads or I make more ads every day then more people find out my stuff okay well then unless I'm complaining from the fact that I can't handle the number of calls that are

coming which is one of the problems that I've always had in my whole life I usually outm Market my ability like usually I have to just like Sit on My Hands be like just let me know when you

want more leads um but until you get to that constraint in the business then you are the constraint you need to make it rain it's like you want to be this big successful business owner but you're not willing to say like I started

late so did Sam walon so did Colonel Sanders you know what I mean but like again it's this whole it's this it's this fallacy of the perfect pick that you wish you could choreograph your entire life from day one so that you

could what be number one in this space for a few years and then somebody else will be number one like it's completely irrelevant because I think the big thing is we have this external goal that like this thing that we want

to achieve but like you're who knows who the top 20 richest guys in the world worth 30 years ago bunch of Japanese guys before the Japan economy crashed no own remembers it was thaty those guys whole life goal

to get there but even if you're number one even if you're basis even if you're musk you touch the top for a few seconds and then you're gone and so like the idea that you wouldn't begin on something that's uncomfortable that's

going to make you better because you don't think you're going to be able to touch the top which also isn't going to be relevant anyways means that you don't think you're worth investing in making better at all and I think that that's I mean

fundamentally I've seen the purpose of my life as to grow to get better and so if I have opportunities to get better then I'm excited I'm like cool let's do it I don't know how to make content to

your point I mean Everything's Relative I start making content when I 30 whatever right like realist like trying to actually do it and they like these gen Z [ __ ] are getting able to do it at at you know whatever but then

but you know what they got a different set of problems they're going to have ai that's going to hit them way sooner than us right we actually got to you know establish you know a hold in the world

we got a little bit of financial you know support whatever and so it's like everybody's got problems these are yours and only because you deem to call them problems but either way what are you going to do how is it going to change

your behavior and is there a world where you don't want to become the best version of you where you say because I can't be number one which only one person can only for a specific time period because I can't have this

completely ephemeral outcome I choose to be nothing to No One Forever that sounds pretty dumb guys give it up for Alex