Секрет, который принес $11 000 000 | Асель Машанова | Накта Подкаст

Assel Mashanova shares her entrepreneurial journey from humble beginnings to building a $11M business empire in health, wellness, and beauty.

Key Takeaways

Entrepreneurship driven by passion and pain leads to sustainable success.
Loving and understanding your customer is crucial for business growth.
Adapting to societal and economic changes is essential for survival and innovation.
Building complementary businesses creates a resilient ecosystem.
Personal resilience and boundary-setting are important in both business and life.

What the video covers

Assel Mashanova started her career working at a brewery and was motivated by ambition and hunger for success.
She founded Loulou, a skincare brand inspired by her personal struggles with acne and high cosmetic expenses.
Assel identifies as a serial entrepreneur managing a group of companies in health, wellness, beauty, and farm-to-table meat production.
Her businesses include skincare cosmetics distribution, integrative functional medicine clinics, an online/offline pharmacy, and a US-based cosmetic brand.
She reflects on growing up during the USSR collapse, highlighting the challenges of transitioning from a scientific family background to capitalism.
Assel’s upbringing in a family of teachers and scientists shaped her values but also motivated her to seek a different lifestyle.
She emphasizes the importance of loving your customers and solving real problems as keys to business success.
The podcast touches on personal topics including marriage, boundaries, and resilience in the face of trauma.
Assel discusses the convergence of health, wellness, and fitness industries and the future of integrated care.
Her story illustrates the balance of personal hardship and business innovation driving her $11 million success.

Chapters

Who is Assel Mashanova and what is her business background?

Assel Mashanova is a serial entrepreneur from Kazakhstan who manages a group of companies in health, wellness, beauty, and farm-to-table meat production, building a business empire worth $11 million.

What inspired Assel Mashanova to start her skincare business?

Assel was inspired to start her skincare brand Loulou due to her personal experience with acne and spending a large portion of her high salary on cosmetics.

How does Assel view the future of the health and wellness industry?

She sees a convergence of health, wellness, and fitness sectors into one integrated industry, with technology like wearable devices and labs merging to provide comprehensive care.

Full Transcript — Download SRT & Markdown

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I worked at a brewery. That was my first job, and I would bring my salary home in beer. I was motivated by hunger. I'll be clear. I wanted an office just like that, a car just like our chief lawyer had, or that financier who was always at the bank, looking so beautiful. I'm always getting inspired by someone.

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You have the experience, and you have a problem that needs to be solved. And that is how Loulou was born.

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I had breakouts, acne. I was earning a huge salary. I spent all of it on cosmetics, imagine that, all of it.

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How much was your salary at that time? I had a very high salary, $8,000.

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If you compare these two methods, pain versus interest, which business is more effective? The business that will be more effective is the one where, at some point, a switch flips and you want to help people. A business will be successful if you already love the customer.

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Assel, you often talk about your marriage and your husband.

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When Arman once got drunk and had an accident, I didn't go to the ICU. You know how the "rescuers" come running with broth and meatballs. Oh, no, you messed up, dude.

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In some interviews, you apparently admitted that you yourself can be an abuser, that a woman must fight for her boundaries.

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I could turn your life into hell in half an hour right now. I swear. Make a fool out of you. You would literally act as if demons had possessed you.

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For women, the most important thing is generally men, and for men, it’s God. A girl writes: "My husband beats me. I call the police, they come, and the next day they let him go again." And he comes back and beats me up again. I

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advised her: "Poison him, then come to him on the third day and say: 'If you touch me again, the next poisoning will be your last.'" Hello, dear subscribers of our YouTube channel. Welcome to a new episode. Today we are in Kazakhstan

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to film another great episode for you. And our guest is Assel Mashanova. I thought it would be best if you introduced yourself and told our audience who you are and what you do here, who do you consider yourself to be?

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Right? Who are you today? Ah, I am Assel Mashanova. Assel Mashanova. I consider myself a serial entrepreneur. "Serial" sounds like a serial killer.

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But a serial entrepreneur is a person who, perhaps, gets bored quickly in one business and starts another.

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A group of companies, and that’s how the group of companies was formed. And thank God, we have no unprofitable projects. And apparently, that allows us to enter new niches while we're still fearless. And we are always experimenting. That is how our

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ecosystem formed; this group of companies developed in a way that they complement each other, as we operate in the health, wellness, and beauty sectors. I mean, this is all happening now, and by 2026, we will see a convergence of these spheres. Fitness

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centers are already encroaching on our territory, the medical centers. So there is this, a shift. I mean, imagine, for instance, Whoop bands in America; they are buying labs, so they are already entering our space; in the app, you can see your test

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results. So, that is already happening. Therefore, health, wellness, and fitness are becoming one big industry.

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That is where we are operating. Let's very briefly list your group of companies. Like, what companies exist and what do they do? Just very briefly.

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Well, our very first business that we started was skincare cosmetics. We represent American international brands in Kazakhstan. We have retail and distribution. So, we handle retail and distribution. And then we started opening clinics. Today, we have four integrative functional medicine clinics.

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Then we have an online and offline pharmacy, where we sell great products that our doctors and other doctors like, specifically in functional medicine, and another business is a farm. We are involved in meat production; we raise

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it ourselves. It's a concept called "farm to table," without middlemen or resellers; we raise it ourselves, we sell it ourselves.

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And then my sister—she is my partner—and I bought a cosmetic brand business in America. And now we are promoting it in America. So, yeah, these are our main areas.

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Well, I think it’s become clear to the subscribers now, they’re probably left speechless. They say it’s clear, right? It's clear what the trauma is, yes? Big business, big trauma.

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And how much one had to endure for this. As I was studying your biography, I noticed one thing. For some reason, you don't talk about your childhood very often. You talk more about your businesses and your journey. But I'm

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curious, you have a phrase that you weren't born with a silver spoon in your mouth? And I'm interested in how you remember your childhood, because it was the era of the USSR, and then the collapse happened during your childhood.

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Yes, listen, I wasn't born with any spoon in my mouth. And I don't like talking about my childhood. Why?

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Because, well, fewer and fewer people even have a reference point for your childhood anymore. Can you imagine?

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There was this Reel recently where they showed teenagers a rotary phone and asked, "What is this used for?" and the kids were like, "I don't know, maybe a toy?" I mean, when there's no frame of reference, you can tell them anything

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you want. My kids actually think that when I went outside, there were dinosaurs. And we...yeah, it's just like that. Actually, that's what the 90s childhood was like. You’ve all watched "The Eighties," right? You know, that show.

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That series, yes. I mean, that was a real period for my generation. Well, every generation has its own troubles and traumas, but my generation found itself right at the turning point. I mean, just imagine, we saw the

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Soviet Union, its fall and collapse. Then we started seeing forms of capitalism and had to completely reformat ourselves. The generation born at that crossroads is really something else.

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You were born into the family of a nuclear physicist. A nuclear physicist. How did that influence you? I’m curious. It seems your family was very close to science, the intelligentsia.

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What was that upbringing like at the time? In the USSR, scientists were still highly respected.

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They were respected, but they had no money. It was...well, I was born into a family of teachers. My dad was a nuclear physicist; he studied at MISIS, the Moscow Institute of Steel and Alloys. I mean, he was sent there through the

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system—they had that kind of additional education back then. My mom was a literature teacher, so that...

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Well yeah. Yes, she wrote books, and she received the first grant from the Soros Foundation to write a book in Kazakh when they were reviving the language.

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So, she is a scholar of Kazakh language and literature. Well, and...And honestly, it was a difficult childhood; imagine when teachers aren't needed, they earn very little, and physicists aren't wanted by anyone at all. Back then, all the research institutes were

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switching over to "khozraschyot" (self-financing). People today don't even understand what that means. Just imagine, it's like you had your podcast, and the next day you wake up and they say, "That's it, YouTube is gone, it's shut down, you have to go sweep a shed

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now." I mean, it was that kind of paradigm shift. And naturally, my dad wasn't equipped for life at all because he was too deep in the clouds.

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Uh-huh. He spent his entire salary on books and constantly talked about some concepts or a perpetual motion machine.

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That was the environment I grew up in. We lived in a small house where we had to heat the stove and go to the water pump for water. Mom and I took care of the chores; Dad was always the one with

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his head in the clouds. Well, he has passed away now. I remember my childhood like that—you say "intelligentsia," but it was such an interesting childhood. And that’s when a desire sparked in me: well, not to live like that.

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I didn't want to live that way, because physics is fine, but a little girl wants to share a Snickers with someone, she wants a color TV. Things like that.

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I didn't want to live that way, because physics is fine, but a little girl wants to share a Snickers with someone, she wants a color TV. Things like that.

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What was the greatest deficiency in your childhood—emotional or material? Material. So, there was no emotional deficiency. Well, although, of course, if any psychologist were to look now— I don't know, everyone is diagnosing each other, everyone is sick, right? My mom is a very

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strong woman. And a strong woman means an upbringing like: "don't cry," or " it's nothing, you fell, get up.""You're suffering? Stop suffering.""What can I do for you?""You're bored? Don't be bored." It was that kind of upbringing, you know, what they call rigid. I spent

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a long time working through that later, but I am grateful to her now. That's Mom. I am not that kind of mother to my own children, for example. Yes, I listen and I understand. No one listened to us at all, so

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I didn't even know what that was. I am only now learning what emotional intimacy is.

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And how did the collapse of the USSR affect your family's situation? You said that at one moment everything was gone and you had to adapt, right? My father, for instance, also tells many stories about how he had to jump from

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one profession to another. And at that moment, for your family, was this transition— that transition happened during my teenage years. And naturally, the flag had fallen. And someone had to pick up the flag. My father was sick and

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already bedridden; he had gangrene, diabetic foot, and so on. My mother worked at a department at the Karaganda Institute, earning pennies, so I had to get a job. I was at that age where I had a lot of reckless energy. My first

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job was at the Karaganda brewery when Efes was buying it. There was a deal between Bulat Abilov and the Karaganda brewery. And that’s where I started assisting and translating things.

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That was my first job, and I would bring home my salary in beer, crates of beer.

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Yes, Karagandinskoye, light and dark. What did you do with it later? Nothing, we sold it. Well, those were the times; nobody had anything else, it was a barter system. You, you were paid in kind, in goods. Everyone lived like

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that. So it was, it was the norm of that time. Well, in Uzbekistan, they actually gave out vodka, right?

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Yes. Vodka. Whatever you work with, that’s what they give you. Nails, vodka, beer. How do you remember that work experience? What, what did you learn during that period?

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Listen, I actually, well, first of all, I learned how beer is brewed. Uh, it’s a lot of hops, it's so much, there was always such an intoxicating smell at the brewery. But, it turned out that the Turks from Efes came there

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. Hmm. And for the first time, I saw what a computer was and how to turn it on. I just stared at it. I saw the Turkish management style for the first time ever. It was, for me, just who is

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a manager there? It was interesting. And obviously, I saw how deals are closed, top-level, right, and then how it’s all implemented, how everything is transformed into a product story.

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Very interesting. Oh, cool. I remember that after that, you, uh, got a job at Coca-Cola, right? And where, at that time, unfortunately, your father had already passed away, and your grandfather called saying you brought shame.

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Yes. Well, yes. Actually, my dad always wanted me to be a physicist, you know, some kind of scientist. My mom wanted me to be a writer. But I chose, and I was absolutely obsessed with the English language. That’s the passion

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I had. And back then, it was believed that if you study English, you’re a prostitute. And how else do you remember the film? I mean, the context is, you always have to immerse in the context, right? The context is that the

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West was closed, dollars only existed in Intourist hotels, those were the hotels where foreigners stayed, and night butterflies always swarmed around them. Only they knew English. A movie came out, like Avatar was back then, the movie Intergirl about a girl who

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knew English and worked as a prostitute . We had a strong association that you were something "not right" if you preferred English over physics or literature. Fine. My father would always say: "Who will you be with this language?" The Iron Curtain. Russia,

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America, USSR, America, they hadn't agreed on almost anything yet. And I sit there reading: "My name is London is the capital of Great Britain." Overall, it was a bit surreal, but it came in handy later on.

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But how did your passion for English start in the first place? I mean, it doesn't just happen for no reason.

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Maybe you saw some kind of collective image somewhere, because we have to get it across—what if there are people who still think that's the only reason you need English? And I don't think there are any such people . That has somehow become the norm.

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Well look, it's so interesting that a child's mind is mainly influenced by music. I mean for me, all the images were formed from some kind of forbidden musical stories, because back then music was like that, Western music was

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more underground, it was a movement only the elites listened to. I saw older schoolgirls, or my cousins, or older girls who listened to Madonna or Michael Jackson. That was considered pure metal, it was all about walking around with a tape recorder like this.

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And that draws you in. I mean, as a child, you're very impressionable, right? You fall in love with some collective images and strive toward them. Nowadays, some are obsessed with Ronaldo. And this idol creates an illusory reality for you. Especially

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when your reality is: here's the coal, here's the stove, go heat it, go get water, go to the pasta shop, stand in line for bread with your ration coupons . And that kind of life is gloomy and boring. In Karaganda, can you imagine?

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I mean, the mines are smoking, and the air is grey. Now the people from Karaganda will watch this and hate on me. Well, Karaganda is a harsh city, right, quite a mining town. And you listen to Madonna or Michael Jackson

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and say, "Damn, that's what I call a life." An image is painted, it gets reinforced, and you strive toward it.

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It's like a response to your pathetic life. And in principle, it should motivate you in the dark of night.

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Listening, just listening to a song, images would appear that life could be imagined a little differently. Yes, of course, of course. And you start to imagine something for yourself. So it turns out that learning English helped you get into Coca-Cola,

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right? And what was the job? How did they select people? I mean, listen, I was just the person standing by the Xerox, copying documents, bringing people tea, right? I mean, I had no skills other than English. I was

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17 years old, right? Naturally, it was just fetching, carrying, helping, a copy-clerk, whatever you want to call it. And in principle, I believe that at 17, or just generally when you're starting out in life, you should take on everything. From there, your hustle

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takes over. How well can you hustle? Send me to any café right now, to any place—I don't know—even to a collective farm, send me there. I'll figure it out. Even if it's cleaning horses 'hooves, I don't know. I'll

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figure it out in three weeks, then I'll hire a stable hand, then I'll buy more horses, then I'll do something else. I mean, once you have a path, you just repeat it over and over, that's all.

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Uh-huh. You hustle, you get into a café, I'll become a waitress, then I'll become...

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a senior manager. A senior manager, and then I'll buy that café in two years, for sure. So that’s a skill, you need to go in and just hustle.

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But at that time, how did the first hustle happen? I was standing there, filing documents, and watching. This is the lawyer's office, this is the financier, this one has these terms, that one has those terms. I watched everything and felt inspired in that

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sense. I like, uh, for instance, I was motivated by hunger, to be clear. I wanted the same office, the same car as our chief lawyer, and this financier, she was always at the bank, looking so beautiful. I am always inspired by

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someone. No, but look, if you had had a perfect safety net back then, or stability, as you say, would you still have left, say, Coca-Cola? Well yes, look, actually, uh, I always have a call for the listeners, for those who

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are listening. To understand this thought correctly: it doesn't matter where you are, your task is to understand as quickly as possible how the system works. Don't be slow. I, for example, was slow. I was at Coca-Cola for 10 years. It's a wonderful company,

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but there's nothing to do there for 10 years. Meaning, if you’ve stayed in a corporation for more than three years, it means they've put you in a lethargic state and put you to sleep. That's it, you're asleep, they’ve—it means you

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are no longer competitive. People who work in corporations for a long time might get offended by me now.

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Well, because you've simply been put to sleep, and you're working in that system, and you don't even ask yourself : "What can I do? Am I capable, or am I like those zoo animals? Even if they get out on the street, that tiger, it

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can't—it won't be able to do anything in the wild. Because how do corporations lull you to sleep?

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With promises of career growth, salary raises, stocks, options, and perks— you fly business class, have your own office, your own company car, you come to the parking lot and it's washed; all this puts you to sleep. And then you

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become uncompetitive and try to sell yourself somewhere else for a higher price. About the career track. How did your career unfold there? How fast did it grow? How long did it take you to jump to the next position? I heard such a

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cool phrase:" After 3 years, it's like you're either up or out. "Like you either have to get promoted or get fired.

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You are absolutely right. You either have to move up the career ladder quickly, but moving up in a company is a ladder—it’s a long, endless path, because first you're a manager, then a senior manager, then a department manager, then a director, then a senior

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this, then something else, and you never reach the top. That is the illusion, and you stay inside it and fall asleep:" Soon, soon, soon I’ll be a partner. "" Soon, soon, soon this person will leave, and I’ll be that.

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"Although you can just move in a horizontal system. Entrepreneurship, a horizontal system. That's why I encourage everyone, if you're tired of the corporation, to try moving horizontally in freedom. Ten years is a long period, isn't it? Essentially, you

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grew up in that company. Already. I fell asleep in that company. I didn't grow up; on the contrary, I became a fat, toothless tiger lying on a branch at the San Diego Zoo, being watched and fed carrots. At what moment did you

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realize you had outgrown this system? And what exactly from the corporate culture helped you later in your personal business?

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Irina Khakamada once said a brilliant phrase about when you need to quit your job: when you come to work, do nothing, yet you get tired. That’s it, that means you need to leave. That’s exactly what happened to me in the

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tenth year. I had a wonderful career with people under me. I had 56 countries under my management, can you imagine? As a commercial director, sitting in Turkey, I had my own car, business class flights, an immeasurable amount of miles, yes, on Turkish

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Airlines, yes. Hmm, well, it seems funny to me now, but that is exactly what bribes a corporate manager, and that's it, you're asleep, I emphasize it again, and yet, every day your dissatisfaction grows. I feel like I'm out of place, I'm bored, the processes

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are understood, and you start to... die of boredom. Yes, we are conquering new markets, new products. A company like Coca-Cola is always acquiring someone, whether they bought this brand or that one, launching activations, yes , everything is clear, everything is

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cool, but it becomes boring for you personally, because you get tired of doing nothing. I mean, you show up, and because the processes are understood, your brain isn't strained at all by solving some new, interesting, obscure task. And that's when the first alarm

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bells ring, how to jump out of the system. Your speech sounds like a call to entrepreneurship. But it's actually interesting to ask. They say that not all people are cut out for entrepreneurship. Meaning, not everyone can become an entrepreneur. And let's

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say right now, some guy named Aibek from Uzbekistan is watching us, and he's like," Oh, I need to tell my boss.

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Yes, that's it, I'm quitting, and tomorrow he'll be out on the street because he's not an entrepreneur.

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Well, let him end up on the street. What's the problem with being on the street? End up on the street, because I'm calling out to those people who are unhappy with their jobs, who are sitting there with this question. I

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have no energy. I'm tired. Am I doing the right thing? That's it, get up and leave. Better to end up on the street, because that's, that's your way out.

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Fear is the gateway. Your way out. Just imagine, we need to leave this room right now. The only way out is through fear. How do we get out of here?

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Mmm. There's no other way. But still, there are types of people who aren't just unable to become entrepreneurs, they will end up on the street. I've just seen, and why am I saying this? I've seen examples among my relatives who quit with that same

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enthusiasm, thinking I'll start a business now, and then poof, nothing worked out, and then come bad habits, and that's it, life is over. How do we ...

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I don't look at life as something that has some unreal, great, cool thing that you can or should hold onto. In any case, something will happen to it. I'm just trying to say that if you have this feeling, "Damn, I'm not living my

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own life," and many people have it right now. That's why I'm saying: " That's it, get up and find the place where you will be happy." And imagine, my husband, for example, he has a wildly successful business right now.

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He makes very good money, he’s a millionaire, but he feels the most blissful when he’s cleaning horses' hooves. Just imagine, he goes to the farm, takes off his Santoni shoes— damn, he puts on these rubber boots, these cheap ones for 3,000 tenge, and

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just starts cleaning. And that’s it, I can see him completely losing himself in the process. Well, find it, just don't sit where you don't like it.

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That’s the only trick. If you want to be an entrepreneur, go ahead; if you want to clean with a shovel, do it. Why is everyone running away from the villages now? Well, somehow we returned to our own village. Of course, they

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call me "Biden" there. I take a stick and walk the dogs, I eat apples, because I have a cook there and everything. Well, everyone in the village laughs at me. But somehow we managed to build this. We didn't—

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nobody gave us any money. He and I worked our butts off ourselves. We turned one horse into two, then into three, and that's how it went. I mean, the village is cool if you can, if your brain works; an office is cool if

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you’re happy there, and entrepreneurship is cool, but if you're a, you'll end up on the street and become an alcoholic. None of that is a problem with entrepreneurship.

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It’s your own personal problem that you can’t take a hit. It wasn’t entrepreneurship that crushed you; it’s that you don’t know what you want and aren't ready to get back up and keep trying. Meladze wrote a thousand songs, but only 10 were hits.

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I don’t know, Michael Jackson wrote a thousand songs, and maybe 25 were hits. Entrepreneurship is the same story.

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You’re going to fall, get up, fall, get up, and keep doing it. But if you turned to drink after the first time, it just means you wanted to be an alcoholic. And there's no need to use anything else as an excuse.

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Well, as Yuri Nikulin once said: "Happy is the person who goes to work happy in the morning and returns home happy." Yes. Reach that state, no matter where you are, by any means necessary. Then that’s what true bliss is.

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And in general, this mindset of understanding—like, how do I choose what makes me happy—where should that be formed? In order for a person to understand themselves. This is all about self-awareness. Many people today don't understand themselves, right? Yes.

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Where to form it, where to get it? How do you learn that? Nursit, that’s a great question. You know, actually, I believe there is only one way to do it. It’s your environment.

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Uh-huh. You can’t do it any other way. So, you should always find such an environment and only invest in that.

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You don't need money. Money can be stolen from you, it can disappear somewhere, I don't know, wealth. You could even lose your apartment, yes.

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But if you invest in your environment correctly, then you have the same mindset and support. And you have someone to practice your ideas on. It will be hard to drop out of that system because you are the average of the five

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people you hang out with. So, if you want to be a millionaire, hang out with four millionaires. They will make you the fifth millionaire. If you want to be a drunk, hang out with four drunks.

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They will make you their fifth drinking buddy. That's it, there is no other way . You become influenced. It’s like that cucumber. You put it into a jar with salty brine and pickled cucumbers.

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By the next day, you’ll be a pickled cucumber. Let’s be more specific with an example; do you remember your environment when you worked at Coca-Cola?

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At that time, it was beyond my reach. I mean, I always have a goal to swim with the sharks. Like a small fish. Well, not with sharks, but with those mastodons, right? I always admire someone who is above me. Then the

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question arises: why would they want you, you have nothing to offer them. When you look at yourself and think: " What can I offer?" And you work on that a little bit. Sometimes there’s a fork in the road: "fake it until you

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make it." Sometimes you can pretend to be someone to enter a certain circle, but you have to grow into that role.

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Whoever you claimed to be, you must become. It’s like taking out a loan. And if you can’t approach them, then that's it, you’re a loser. That's it. What other questions are there? Stay where you are . Sometimes people tell me: "You know,

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I’m afraid of achieving my potential. " Well, then you won't. You’ll just be an unfulfilled fool. What can I do about that?

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It means that you are much more afraid of succeeding than staying an unfulfilled fool. So, choose between those two fears. And whichever one scares you more, run away from that one.

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It’s the same as when you apply for a job and they ask if you can do this or that; you can’t, but you say: "Yes, I can." Because you learn as you go, and it's the same in your environment.

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Yes. Yes. Because you trust yourself so much, you think: "Alright, I'll figure it out on the spot, we'll sort it out there." But psychologists would say you need a certain inner courage for that, perhaps. Someone might have, for

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example, a trauma of rejection, or something else. Well, there are tools for that now, too. Go deal with your rejection trauma; if you can't go up to cool guys like Nursia or Kanat and talk to them, maybe it's because your dad

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was an alcoholic in childhood and you're always afraid. Well, then work on that. Everything is clear, isn't it?

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Just watch two Reels, and everything will be clear to you. No, you're laughing like no, it's just, it's just bizarre. How simplified the world has become now.

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They've simplified everything for you, chewed it all up, and you still got lost. Damn, here's the question: what was—how absurd a situation, yes, strange, yes, it's all very simple.

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What was your biggest failure, and what insight did you take from it? Looking back, I don't consider anything a failure.

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You know, in Nepal, in Tibet, there was a monastery where very powerful monks meditated, enlightened ones. And they meditated and meditated. And then, there was a change of power. The Chinese took over the region and started torturing them. Throwing them

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in prisons. And one monk was taken away for 15 years, they tortured him. And when he returned from prison, his colleagues asked: "Listen, were you afraid? It hurt, right? They tortured you, didn't feed you, mocked you." He said: "The only thing I was afraid of

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was losing love." And now, I've probably reached the level where I'm not afraid of losing businesses, not afraid of losing money, I'm not afraid —what I'm afraid of is that moment when you lack love.

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That is scary. Love for your work, love for a person, love for yourself. The zest for life, in principle, yes, for life. If the volume of love drops and you fall into despair, that's also a lack of love, right? When you

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don't admire this conversation, for example, or your interlocutor, and don't appreciate them. That, for me, that is what I consider a big failure.

Speaker A

Uh-huh. And I have cases like that. Meaning when I fall into some kind of state like that give me one example. I got curious, if ...well, let's dive deeper into this topic. Well, for me, for example, I realized that it was like I hadn't

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raised my eldest son correctly. Uh-huh. It’s like everything I gave him was just a surrogate, not actual love. I feel so much regret now, thinking I could have raised him completely differently.

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Well, that’s just looking back with hindsight. Yeah. I’m the first child in my family. My parents always tell me, "We just didn't try anything on you." All the mistakes.

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Yes, yes, all the mistakes. On you. Yes, yes, the older children always suffer like that. "It's the youngest one we love like this now." The older one says, "We never loved her like that." Relatable.

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Yeah. We’ve really delved into a lot of interesting topics, but I have one more point. Biohacking, you’re into biohacking, tell people about it.

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We’ll continue with the biography later. Don’t write that you’re doing all sorts of things there. And, in general, the essence of biohacking is to extend life. Well, like, to live longer. But why even bother living longer?

Speaker A

That’s a great question. I don’t know. You know, our clinic Metabad’s slogan is "Live 100 years." Yes, and we always laugh that no one knows how long you’ll live, but we ensure the quality of life here and now. So, if

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you’re living a high-quality life here and now, then, in principle, we’ll see about how long you’ll live later. And now, the main question.

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Why live a long time? No, let's say, ask me. I’m one of those people who, on the contrary, asks, why live long?

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Let me live exactly as long as I’m allotted. Well, how much is that? I don’t know. If I had a choice, let’s just imagine. I’d probably choose somewhere around 60-70.

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60-70 years, yeah. During that time, I’d manage to do everything I need. I’m just, you know, afraid of that old age where you can't do anything.

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Right. But imagine an old age where you can do everything. Can you imagine? Everything, your kids have grown up, they’re off traumatizing your grandkids, raising them however they can. You close your eyes and think, "Oh , now it’s your responsibility.""

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I’m done, you’ve realized yourselves, you have money, do whatever you want." And here, well, actually, yes. And here is one more second point. There’s nothing to do.

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Right. And here is the question. It turns out, for humans as a species. Uh-huh.

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There are almost no goals for the second half of life in our psyche. That is, they are primarily linked to reproduction, to breeding, to bringing their offspring to a certain stable stage. And that’s it, then the meanings run out, the meaning ends, and

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the blues begin. What if you pump meanings into your future, and how do you pump meanings into your future? You start from the final point, can you imagine? You work backward from the end . That’s NASA. That’s how NASA and

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Elon Musk work. There is a book called "How Elon Musk Thinks." He proceeds by doing everything he does here from the perspective of colonizing Mars.

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Mmm, that is his ultimate goal. Then, what needs to be done before that, right? And NASA engineers work the same way. They don’t think, "now we’ll build this rocket, then it will take off, then it will arrive at Mars." No,

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they start from the moment of docking on Mars: what is the gravity there, how did it land, was there fuel left or not , and they work backward from that.

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Well, you should try working backward too, and you will understand how long you want to live. I haven’t tried doing that with my life. But, let’s say, if we compare it to a company— Angi knows—whenever we talk about the

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company, I say, "We will become a global company," it always sounds... well, in the beginning, it sounded even funnier. Now, when we have expansion, everything, 10 YouTube channels, it doesn’t sound so funny anymore, does it?

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And that’s because I start from my ultimate goal, and a picture roughly begins to emerge in my head. Well, but how do you plan out a life? Well, I don't know. It will just sit down and plan itself. First, wake up in your

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ninety-year-old body, look around: what are you doing, what interests you, who is next to you? And the brain is such a thing. If you give it a final navigation point, it will navigate you there no matter what.

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I have a question: have we observed such people, psychological long-livers, yes, such people? Yes, the Rockefellers , for instance. Yes, they are those kinds of people. Uh, but physiology is different, isn't it? It takes its toll anyway. What to do with the physical

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side? Well, generally, we know that in Islam, in Buddhism, in any religion, the body is the temple of the soul. And you need to treat the body very respectfully.

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And it’s clear that you must monitor the four factors that affect the body. That’s sleep, that’s nutrition, what you eat, right? It's physical exercise and, uh, well, at the very least, it's, uh, looking after your mental state, right, as part of

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relaxation: stress, no stress. If you maintain these four spheres, then, in principle, today's medical advances allow you to live quite well, uh, until until old age.

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There's still a limit, of course, a maximum of 100. I wonder, would you like to live forever?

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I already live forever. We live forever . The soul is immortal. This avatar just makes a transition. That's it, this body you will eventually leave, but you are eternal.

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Your soul is eternal, meaning you always return home. Okay. Then here's a question. To live long or to live deeply?

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Cool. Now that's a cool question. But imagine, let's rephrase it. To live in a dream and never wake up, or to wake up after all.

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Oh, well that's a different question then. That's already it's the exact same question. Can you imagine? Living long, unconsciously— it's like sleeping. You're basically in a dream, you don't understand what's happening to you. And waking up is like

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Neo. Red or blue? What would you choose? A cool thought, though. Did you get an answer? Didn't manage to pull the trigger, right, this time.

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Well, what would you choose to do yourself? I would, of course, choose to wake up.

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Like, I'd rather choose the bitter truth than a sweet lie. Yes, yes. Waking up means facing the truth.

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Actually, Vasil, I think you'd be a great preacher, like an Islamic preacher. I don't know, you're very good at explaining things with examples , yes, by the way, there are Ustazes who —yes, yes, who gather women's jamaats and preach there. It turns out really

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well. My husband recently sent me a video where one Ustaza, they're singing together, basically. Yeah, yeah, yeah.

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He says: "Jan, they're the same kind of shaman as you." I sometimes sing something too. He says: "Look, they sing just like you." Maybe it'll work out. That's it so, about Coca-Cola. Yes, let's return a little to the biography, at least to

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get moving, otherwise we've flown off. Yes, yes, we've flown off. After working at Coca-Cola, you became an advisor to Nurlan Smagulov. Regarding this transition, did he hunt you, or did you wake up and leave yourself?

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Let's clarify this moment. Yes, at Coca-Cola, this, this dissatisfaction and boredom grew, that I was doing something wrong, I wasn't in the right place, I wasn't fulfilling my potential . This, this is what built up. And at that moment, bang, there was such a

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real estate boom in Kazakhstan. Can you imagine, a small apartment there in the city center cost a million dollars. And it was like a Golden Rush, yes, a gold rush in Kazakhstan. And so, our local entrepreneurs started taking,

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headhunting talent from international companies. And that is how I met Nurlan . It was the most fateful meeting of my life. It was, of course, amazing. And then 11 of the most fascinating years with him.

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A fateful meeting. Why was it so? Because Nurlan, he really transformed my consciousness, he showed me by example what it means to be an entrepreneur.

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Tell us about that example. For us it's like you, I don't know, were riding a donkey in the desert and suddenly you were thrown onto a pirate ship somewhere with Johnny Depp, and you immediately hit a storm. And you

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have, in short, real-life conditions. Nurlan is the kind of person, there are such people, I am studying different sciences now, it turns out when you are born in retrograde, when a planet is in reverse, when there is a reverse

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rotation, a person can move through darkness and fog. That is a rare quality, not everyone has it. Because if times are tough now, the dollar exchange rate has soared, taxes have been raised, a war, and everyone starts to freeze, they start packing up their

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gear, saying: "No, no, no, it's unclear , I'm scared, I'll wait it out." But there are people who, when a storm or fog starts, they say: "Alright, let's go, let's work." Nurlan is like that, he knows how to. Let's say a

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devaluation happens, everyone says: " Don't sell anything until the rate stabilizes." He says: "We sell." Or, say, there are some sanctions, something starts, everyone starts watching, freezing, but he keeps moving .

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And that's the first quality he taught me, to start moving in the fog slowly, but don't freeze up. I mean, you shouldn't freeze. What are you waiting for? Until people have already taken over the niche? It will be too late,

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you have to be the first to move. So he is a pioneer. Being a pioneer is also a rare quality.

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To explain to our viewers who Nurlan Smagulov is. In a couple of words. Nurlan Smagulov is a man who has a billion dollars.

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A simple explanation. Not in info-business, not in insta-business, but in real, actual business, not in Chinese retail, say, but in the real sector of the economy, he has a billion dollars. He is a man who is passionate about art. He is the man who

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brought the first Toyota here in the nineties. He is the man who personally sat down for dinner with the Toyota family. So, he is a legend of the Kazakhstani automotive industry. I know everyone is going to hate on me now for

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this recycling fee and so on. They'll say, "Oh, she's some sort of Smogulovskaya," and they've hated on me in various ways. But I sincerely admire this man because he didn't pull his assets out of the country like all the

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other idiots. Yes, and we know who they are, let's not name them. We don't like people like that in our country either.

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Yes, stop pulling money out. Damn, we have so little money in Kyrgyzstan, in Kazakhstan already. Stop buying yourself yachts, villas, and planes abroad. Leave the money for future generations here, in this country. Let it circulate here. Buy a small

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apartment in Dubai, damn it, and fly there as much as you want. You know, when you talk about something, you provoke a new line of thought.

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Political. Yeah, yeah, yeah. So we need to steer back a little bit. Hey! Because we're about to go off track.

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Yeah, yeah, yeah. We know that your spouse still works for Smagulov. Uh, how did that happen, anyway? How did it come about? Did you work together, and then you left? How did it all work out? Oh, that's a long

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story. He's sitting there thinking. Why did you ask that question? See, a secret voice speaking. Well, it's all very simple. Just look at me. I am a passionate and devoted person. The process is underway. I like everything about it. And I am fully immersed in it

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. My whole life was built in such a way that I worked for Nurlan. No, I didn't work, I lived his life 24/7. I was always on call, always living his life.

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Who is an assistant? It's someone who, at some point, starts thinking for you. And that was me; naturally, being at work 24 hours a day, I could only marry him—but he was already married, occupied, and I wasn't interested in

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him—or his bodyguard, and Arman was his guard at the time. I said to myself , "Well, he's a decent guy, he's cool." That's it, I had no other options; imagine if we were locked in this room for 10 years.

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So, I mean... You can only marry the person who is right there next to you.

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Nurlan Smagulov's physical body and his brain have reunited, you could say. My husband is very similar to Nurlan Smagulov, because...Well, it's clear that my husband is, uh, he's charismatic himself. To be honest, no offense to Nurlan, but Arman has huge,

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incredible qualities that are even cooler than Nurlan's. It’s devotion, it’s total selflessness. I mean, if he loves you, he would die for you.

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There. Well, who becomes special forces , right? It’s a person who—remember the first rule? Remember Mission Impossible?

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They say: "We are always in the shadows , and your life will always be worth more than ours." That is an oath. So, for Arman, the life of the person being saved is more important to him in that

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moment than his own. And those are very mission-oriented things. You have to step over yourself, overcome yourself and decide. Well, essentially, you are giving up your own life for the sake of another. Yes.

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Imagine how... In your personal life, didn’t it surprise you—you and your spouse are so different—that he doesn't have the same big ambitions as you?

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You know, let’s decompose what ambition is. Ambition comes from, uh, a deficit, from an unsatisfied ego. More, more—I want fame, power. But he is a very self-sufficient person in that regard. He loves his horses, he loves his woman, he loves his children.

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Everything is clear to him. I sometimes envy him when I'm shaking, thinking: "I want this business, and that business, and this, and to be popular on Instagram." He doesn’t need any of that. I look at him and think: "What

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are you made of, man? How do you manage that? To be so self-sufficient and not suffer because you weren't recognized there, or people didn't give you likes?

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" Good for him, really, the guy. It's like out of a movie, right? This is what a truly happy man looks like, right? That’s what a truly happy man looks like. Therefore, ego...ego is even something of an enemy to us.

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Let me add a question here. Yes, I actually have one right here. You often talk about your marriage and your husband. How it is today, but how exactly did the family get started? You know how people can sometimes tell

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stories more romantically, poetically, about how it all happened. How did it happen for you in more detail?

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Romantically, poetically. No, if you invited Arman here right now, he would say: "I don't even know this woman. She tricked me, and by deceit, she had three children with me.""I never signed up for any of this." That’s probably

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how he would answer. But if you ask me, uh, I would say that Arman is my teacher. And overall, your partner is the greatest teacher, who has come through snot, tears, suffering, and heartbreak to teach you to open your

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heart, to open your true heart and love them like God. In general, you must love a man like God. It’s something like that, because it’s easy to love.

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Oh, I love the Almighty. He grants me everything. But try it if the Almighty curses you out and says: "You’re a worthless idiot, why is your podcast even needed?" Can you love such a person?

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Oh, you’ll love them. But God cannot say that to you. He says it through your husband. He says: "Come on, Nursit, I'm going to—come here.""I'm going to teach you love now, causeless, unconditional love." And, accordingly, your husband will dunk you, your wife

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will dunk you in crap and say: "Learn to love, just as you wanted." Parents kiss your bottom and love you saying, "Oh, my beautiful little Nursit , my best, my most handsome." No, but a spouse has come to teach you true love.

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Yeah, actually, that’s true. We have, say, an explanation in the scriptures that for a wife, for a woman, the man is the most important, and for men, it’s God. So it’s like a chain that goes and this is the truth.

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But, say, in the modern world, many people argue against this. Like, the idea that a woman shouldn't. So there are some feminist points, equal rights.

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Equal rights, that you shouldn't be under, you need to be on equal footing. How can these points be addressed?

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Listen, I, of course, well, I understand feminists, but I can say that Yes, the hate is coming now. Sorry, I’m ready. Mask on, cap on.

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The thing is, there cannot be any equal rights, because we have a womb. Do you realize that a woman is a portal, and her only path to God lies through a man ? Because we are too tied to the dense

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worlds. So why, for example, I don't know how in Islam there are few images, few visual representations—they are forbidden. And therefore, I always like to do a comparative analysis. I have an analytical mind. And when I want to

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decipher this Islamic term elsewhere, I understand that in Hinduism there are concepts like Shakti, right? And there is a triangle there—the grounded one is a woman, which is why we have skirts , why we have a womb, and we are more

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grounded in the earth. That is why there is such a triangle. And men are like this triangle. So we connect like this, right? Understood? Mmm.

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And accordingly, a man is closer to God ; his consciousness...he has no womb, he cannot materialize. Can you sit here with me in this room for nine months and pull a human being out of the darkness, out of mere clay, and say, "

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Here," and hand me a screaming person? You cannot do that. And that is why women are in contact with the darkness.

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Why were women the ones called witches? Why do people say, "She is a witch, a shaman," and so on? Because we have a very clear grasp of the demonic world.

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I could turn your life into a living hell in half an hour. I promise. I could throw a couple of tantrums, manipulate you, and make a fool out of you just like that. You would act as if demons had possessed you, because we

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know how to do that. Because we go into the darkness and pull a child's soul from the ancestral system and say, " Here, we are a portal." But at the same time, we want, we strive for God, we

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want to know this love, you see? We want that. And a man is given to us as a guide; he says, "Come here, I will lead you to God, I will show you what that is." But we cannot exist without

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each other. And here, of course, the feminists are right; there is nothing to argue about. There is no point of dispute; we are one whole. But at the same time, from the perspective of biochemistry, the soul, and our

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combined tasks, we are a higher spiritual hierarchy, and that must be maintained. I think one doesn't negate the other. So, I go to God through my husband; how else am I to reach God? He is the one who will lead me to God

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because there is this movement from darkness to light. Your man can lead you from darkness to light.

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What does being a wife mean to you? Holding a field for your husband, creating a context in which he can be a king. I am the person who probably spent five years bashing her husband on every podcast. And I had this

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transformation when things finally clicked. I understood who he was to me. I realized he wasn't an abuser, a demon , or some jerk I got stuck with, but that God himself had come to me. That was it; I started looking at him

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differently. And when you create a context for a man, you just hold the field for him like that. And what does it mean to hold the field? Simply love him and believe in him. He blossoms.

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That's all. You don't belittle him, you don't devalue him, you don't tell him: "Oh, honey, you must be tired, go ahead and rest." Or: "Never mind, I'll do it myself." No, you say: "I love you so much and I believe in you so much that

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I know you will succeed." And you sit, that's it, you sit and wait, dealing with your own demons, even if you weren't gifted that car this time, or you don't have that much money, you just say: "I'm not holding his field

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enough." It means, hold the field with your heart. And that's when a husband becomes a king.

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What does it mean to hold the field? To love him. To believe in him, to love him and not run ahead, not say: "Oh, so you don't have money right now? Fine, I'll cover it myself." No, I won't

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cover it. I believe in you so much that you will manage. You're drinking right now, which means you're finding God through this, too. You need to hit rock bottom. That's it. I'm not saving you, I'm not taking you to a rehab

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specialist or psychologist, I'm not calling for an IV drip. I just say: "I believe in you, I'm waiting for you." Get drunk. If you need to, get drunk.

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Even if it's bad. Well, what else can you do? What can you even do? And what do women do in our country? The husband is boozing, drinking beer, and I'll go make the money. But I won't make money for you.

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Your kids, they're going to suffer. I'm still putting up with you today, but I still believe in you. Get yourself together. But I won't do anything for you. When we had a situation where one day Arman, uh...He used to drink, he

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drank and got into an accident, and I didn't go to the ICU. I got hated for it, and he did too, he said: "You're not a loyal wife." I said: "No, you chose to drink and get on a motorcycle,

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you crashed, that means you were ready for the consequences. I'm waiting for you." I mean, we have these "rescuers" who immediately run over with broth and meatballs. Oh no, you messed up, man.

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And then he doesn't feel responsible for his guilt, for his mistakes. But then he gets it together. Out of love, I showed him that you shouldn't do that, you understand? That is also a form of love. You have to realize that

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this is my bottom, I'm literally just pissing my life away. When even my beloved woman won't come to visit me in the ICU. I am so messed up right now, at rock bottom, I need to pull myself together. But I am not your mother to

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accept you no matter what. I am your woman. I believe in you, in the best version of you, even when you don't. So if you’ve hit rock bottom, I’ll just wait for you there. But I have no intention of making things comfortable

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for you there. And I’m not going to rescue you, pamper you, or carry you either. You chose this path. Now sit down and think about what other path you could choose. But despite that, you’ve said several times that you

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wanted to divorce him. Yes, because I was foolish and naive. There’s no one to divorce. If you divorce this person, God will leave you . Because, in fact, I’m getting a new wave of hate from divorced women right

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now, well, because there’s no one to divorce. You run away first, and your next partner will be exactly the same.

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You’re just running away. You need to roll up your sleeves and say: "Come here, we’re going to sort this out now. Until we sort this out, you’re not going anywhere." My husband often told me: "There’s your suitcase, there’s the door, get out of here."

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I’d say: "No, there is no suitcase or door, there’s no one to get out." We’re staying, I’m staying, and we’re going to finish sorting this out. Until he himself said: "No, I don’t want anything anymore, I’m divorcing you." So, at first I was

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divorcing him, then he was divorcing me , and then we sat down and realized there’s no one else. We have to sort it out like this: you and I. That’s it.

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There is no world outside of this room. Well, exactly, yes, you’re adding to my words. In some interviews, you admitted that you can be an abuser yourself and that a woman has to fight tooth and nail for her boundaries. I

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was very interested in that word, " fight." I did say that, yes. What does it mean?

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I don’t even know what that means myself anymore. Can you imagine? There are no boundaries. There are no boundaries between a husband and wife.

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They don't exist. They shouldn't exist, in theory. Imagine when people say: " You know, you’re being toxic right now, you’re violating my boundaries." Imagine you’re my husband, and you tell me that. I’d say: "What? I’ve brought three children into this world

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for you, I’m serving your lineage, continuing your bloodline? You’re talking to me about some boundaries?

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You and I, buddy, are tied together for thousands of years to come." So come on , and not just in this life, but there too, and not just in this life. Therefore, um, there are no boundaries between husband and wife.

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And if you think you want to hide, you always want to hide from yourself, from your pain. Why do you set a boundary?

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Because if I step on your foot right now, it will hurt you. And who is in pain and why does it hurt? Maybe in childhood, I don't know, a dog bit your leg, how would I know, and now you fear

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any encroachment. Deal with yourself. Only you always know why you are in pain, why you build such boundaries.

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The other person has nothing to do with it. They only come to highlight this for you and say: "Look here, this is where you hurt." Let's take some specific example with your husband, when you were, like, about to divorce, but then you decided,

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sat down, and because you talked, everything was resolved. Just didn't talk. Well, you didn't talk. Well, I don't know how it happened. You will tell us now, just why I am saying this, it’s an unpopular opinion. An unpopular

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method among modern youth, who are oriented toward other things. Are you toxic? I’m leaving.

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Yes, yes, yes, yes. The popular method is: you are violating my boundaries, you are toxic, you are not on my level, I’m leaving.

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I do that with my views. This doesn’t align with my views. I have totally different plans for life.

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I used to do that, listen, that's why I kept divorcing him, because he was doing something wrong. Oh, that’s not about me at all. I’m leaving. Oh, that’s toxic. But the deeper you know yourself, the easier it becomes for you

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. And the first two rules before I sat down with him and realized I had nowhere to run, I internalized two things. The first is there is no one else. If you tell yourself every day for a month: "There is no one else." No

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one except for the wife, right? There is no one at all. He doesn't exist either.

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Uh-huh. Your husband is your reflection . This is a person who came like a mirror, like a karmic one. I know there is no karma in Islam, yes, but a partner who came to teach you, like a teacher. When you remove the idea that

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this is a person, a man, and treat him like a teacher, it all starts, you start to surrender, you think: "Okay, it's him, why am I? Mmm, this triggers me. This is the crap boiling inside me.

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This, this. And that's it. You only turn inward and that's it. And your husband becomes an ideal workout tool.

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To identify your traumas, your flaws. Yes. Yes. What flaws did you have? Oh, tons of them.

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The biggest ones. I still have them. The biggest ones. Well, I mean, the ones you were able to resolve thanks to , well, this method, let's call it a method. My biggest flaw is my ego, when you want to be right,

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uh, and stand your ground to the end. In entrepreneurship, you don't give up, you don't give up here, and you can't just give up all the time. But what is the warrior's path? To surrender on the battlefield. Nobody wants to surrender

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on the battlefield. But you just have to lay down your arms and surrender and die before death. I mean, there's even a concept of dying before death. And with a partner, this works perfectly.

Speaker A

You have to surrender to them. Everything you, well, what can you do to me? Well, you can crush me, betray me, leave, or kill me, sure. What, what can you actually do to me? We had a pivotal moment when I said:" Damn, you

Speaker A

could literally kill me right now, but we’ll meet again anyway. You’re not going anywhere away from me. " You are a shaman. That’s it. And then not even murder, not separation, nothing can untie that knot for you.

Speaker A

You can only sit down together and start untying it. Otherwise, you’re just creating an illusion, a break between rounds.

Speaker A

The next round will arrive in a different dimension. Mhm. That's why you sit down, surrender to your spouse, and that's it. And that's where surrendering begins. You need to surrender to your husband. Women often ask me, what does it mean to sur-So, if

Speaker A

he hits me, he should just keep hitting me? No, to surrender means, uh, to act in such a way that he doesn't hit you.

Speaker A

And not with tasty dumplings or anything else, but right through the method, because you are his other half, you know your partner perfectly. Why can't you reach his pain? You are very close to him. You can nudge him. What

Speaker A

is the problem? Why do you always, uh, back down in this regard? To surrender means, mm, to experience the full depth of your relationship.

Speaker A

Mm, to enter that vulnerability. And what is vulnerability for me? Let's say a girl writes:" My husband hits me. "Uh, I call the police, they arrive, and the next day they let him go again. He comes back and beats me again. I return

Speaker A

home, my parents send me back to him. I cook him delicious dinners, but he still hits me. And I just don't know, the only thing left for me is to hang myself. And right here I advised her:" Poison him. "

Speaker A

Wow. And what's the problem? Look, Nursii, poison him. Not to death, of course. Uh-huh. Poison him so he lies there for three days hallucinating, with blood pressure at 60, puking his guts out.

Speaker A

And on the third day, walk up to him and say:" If you touch me one more time , the next poisoning will be your last.

Speaker A

"And my husband tells me:" They'll put you in jail, don't say that on social media. "But listen, if a woman has no other options left—I was just showing that a woman still has a solution, it's a right. If I have the right to poison

Speaker A

you, it's just a right. It doesn't mean I'll use it. But it gives me strength, you understand? Nursiit, if you abuse me badly, I'll poison you to hell.

Speaker A

Do you understand? That sounds terrifying. Well, there you go. And some men are so thick that they only understand strength and can only be countered by strength. But our women sit there and start blaming themselves again. It's my

Speaker A

fault. I didn't cook something tasty for him or something else. Show him your strength again. Women in Central Asia have forgotten their power. I am necessary to you to hold your space, because I am powerful. I can drive away

Speaker A

demons. I can bear your children. I am an extension of you. I will make it so that you will just soar. But you fell asleep and forgot about it. I will at least wake you up.

Speaker A

I guess that’s what" clawing out boundaries "is, right? If you want to call it that, then that’s what it is. This is, uh, this is, well, this is an old, old interview, apparently. I don't believe in" clawing out boundaries "now. I am

Speaker A

now advocating for a woman to, uh, take her power. Take her power, of course, revere a man like a god. But if a shaitan has entered him and he is beating you, I will poison you, buddy, because I am not poisoning you, but

Speaker A

your jinn. Let him die, and you will finally wake up and realize that I am your goddess. I am your queen, and you are, in general, divine and, uh, and an almighty representative of God here.

Speaker A

Well, by the way, yes, it serves as a reminder. We are actually we are a heavenly species, humans, actually.

Speaker A

Of course, favorites. Everyone is standing in line over there to experience what it's like to be human.

Speaker A

There's a line there. We are, in fact, heavenly beings, so we are residents of paradise who are destined to return, if we overcome everything. life, well, us lust, and, like, ego, and so on. I, I, mean, yes, there is, there is

Speaker A

that possibility. Actually, there’s an expression that the reason we love comfort and strive for more, more comfort, is that we came from paradise, and there is perfect comfort, of course. And that is why hitting another person is not normal,

Speaker A

right? It’s uncomfortable. It’s uncomfortable. But for us, but for us in Central Asia, this is the number one problem.

Speaker A

And women, by showing this weakness of theirs, I believe that women still have tools to show, to make a man’s life so uncomfortable that he wouldn’t even want to hit them. Remember that, women. You don’t need a gun or a

Speaker A

knife for that. Do you have other methods? I hope this doesn’t start a disaster.

Speaker A

Widespread poisoning, yes, mass poisonings. My husband, of course, says:" Zhanym, I’m afraid for you. Don’t say things like that. "Well, I don’t mean to death. Just let him cleanse his gut, he’ll understand.

Speaker A

I guess we’ve drifted away again. We’ll slowly get back to the point. Well, yes, we almost reached paradise. Yes, yes, we already reached paradise. We went there.

Speaker A

I see Npage has already laid back like that and imagined it. You worked for 12 years, it’s like this is a completely different podcast. But it is a different podcast. Yes, yes. We are hosting two different podcasts in parallel. Yes. Yes.

Speaker A

You divide it: this goes there, that goes there. Yes, so that they are watched separately. Yes.

Speaker A

That’s what parallel worlds mean. Yes , parallel worlds. Oh, they visually saw the duality.

Speaker A

Perhaps, having worked as an advisor to Nurlan Smagulov, you learned not to fear falls and failures. Then, leaving that job, well, you leave, you have experience, and you have problems that need to be solved. And that’s where LULU is born. In Kazakhstan, I’m sure

Speaker A

everyone has heard about this story, why LULU, how it was born. For our viewers, and, like, for us.

Speaker A

What even is LULU? LULU is, well, it was actually my passion. I was getting a huge salary, and I spent it all on cosmetics, can you imagine, all of it, because I had acne. I tried, I would go into, I

Speaker A

don’t know, Saks, into Avenue, buy all the expensive cream stands, tried La Mer, La Prairie, everything, I applied all the top brands, I tried them. And I accumulated such expertise, that is, spending all your money on cosmetics, it’s like spending all

Speaker A

your money on, I don’t know, whatever you spend on—cars, ATVs, and so on. You become incredibly knowledgeable. I had, you know, I had pimples, acne, and I treated it every way possible, spending nights on all sorts of blogs.

Speaker A

And suddenly, unexpectedly for myself, I became an expert. Then my friends started calling me:" Listen, should I get this one or that one? "" Hey, Mashanova, you're going there, can you bring me this or that? "And that was it

Speaker A

. And that's how it started. And I thought," Fine, why buy two jars? I can get 10 jars. "And that's how it kicked off.

Speaker A

To get more detail and to clearly illustrate the situation, how much was your salary at the time when you were buying up all that cosmetics?

Speaker A

I had a very high salary, $ 8,000. $ 8,000 went into cosmetics. And how how long did that last?

Speaker A

Well, it lasted for about 10 years because I was single and, you know, I was working for Nurlan. I didn't have any kids yet, or anyone else. I was, all my weekends I spent singing karaoke or doing cosmetic shopping. My life was

Speaker A

just like that. $ 8,000 at the exchange rate back then. At that exchange rate, yes.

Speaker A

Yes, everything you're thinking right. At that exchange rate, yes. At that rate. Oh, well yes, that was a lot of money. And I was spending it on cosmetics back then.

Speaker A

Yes, it all paid off, don't worry. Yes. Then, in the end, you and you in the end, people started asking me to bring them creams and to consult them.

Speaker A

Then I started consulting. We brought the first Korean masks to Kazakhstan. We started with Korea.

Speaker A

Then the Korean market got saturated very quickly, and we started moving into European and American brands, and we began taking over distribution there immediately. Here, Nurlan’s experience also helped me, that he always dived right in. Nurlan has a

Speaker A

rule: don't do business over WhatsApp. Meaning, if you want a contract, distribution, or a partnership with someone, please fly out immediately, and with personal contact, we closed deals right away, we would fly out. I would just write:" I'm from Kazakhstan,

Speaker A

"I’d say. Oh, great. I’d say," I'll come tomorrow. "They’d be like," Tomorrow? "And I’d fly out immediately and grab the bull by the horns right away.

Speaker A

Mmh, and that’s how it was born, yes, and we showed them, saying:" This is who we are, here I am, you want to work, this is what we can do. "That’s the background, everything is under question.

Speaker A

Well, basically, to put it briefly, a personal problem became the starting point for creating the company, because you were solving other people's problems.

Speaker A

Is that all correct? Or is there something else you could add? Actually, I believe so. I mean, in life, you can only operate from one of two states: interest or pain.

Speaker A

There’s simply no other way. You have to be in love with it, or you must be feeling pain. That’s it, that’s what drives you. If you love cars, like Beibut Nalibekov, he loves cars, right, cars, cars. He has some kind of genuine

Speaker A

, childlike interest there. Perhaps an unfulfilled childhood need for toy cars , I don't know. But he pursues it out of that interest. Whereas I entered my business out of pain. I needed to solve a painful issue.

Speaker A

And that’s why the cosmetics line was born. If we compare these two—well, now we’re going to get deep again. If you compare these two methods, from pain and from interest, which business is more effective? What are the pros and

Speaker A

cons? Well, the business will be more effective if, at some point, a switch flips and you start wanting to help people. A business is successful when you actually love the customer, um, instead of just playing your own games.

Speaker A

Like, hypothetically, if Alibek, who loves cars and is a fan of himself, eventually becomes uninteresting to everyone because he doesn't love you or me, for example—he just loves cars— well, you can be a fan of that, but if

Speaker A

the product doesn't provide me with value, then that’s it, the business is doomed. Uh-huh. Ultimately, you must provide value to the person using the product.

Speaker A

So it always starts with either pain or interest, but then it has to evolve, right?

Speaker A

If it doesn't evolve, well, let's say, the business is doomed. Uh-huh. I believe that such a business is doomed.

Speaker A

Are there any examples? Examples of doomed businesses, yes, precisely because they couldn't evolve. Ah, well, in retrospect, maybe not even 5 or 10 years, but even let's say, someone inherits a copper ore mining company, and the person just

Speaker A

sits there, peddling raw materials by the truckload, right, in the end, they don't find any satisfaction in it. Their children begin—I know this because of several company heirs. I always like to look at the generational progression.

Speaker A

Because, well, this guy bought a copper company and he’s having a great time, he’s enjoying it, but his son is a drug addict, his daughter left and does something completely different, and the third child doesn't want anything to do

Speaker A

with it and pursues art. So here, to me , it looks like a person was simply seeking their own gain, building up their capital, but look at their children—they’re unhappy with it, they don’t want it. So, the important

Speaker A

thing here is how we provide value and how we carry on this family business, not just this" me, me, me, I have a copper company or some mining operation . " It doesn’t work like that. It doesn't work for the long haul. It might pay

Speaker A

off for you in the moment. You might be king of the hill for 10, maybe 20 years , but what happens after that?

Speaker A

You get old, and your children don't need any of it. And at what moment did this switch happen for you?

Speaker A

My switch happened when I started seeing how many women trust us. When a girl from a small town in a wheelchair came to me and said," Thanks to your podcasts, I boosted my Vitamin D3, found a boyfriend, sharpened my mind,

Speaker A

and I'm not a victim at all—I'm just a beautiful, smart woman. "And I thought," Wow, that’s incredible, that’s real power. "And stories like that just inspire me so much.

Speaker A

And I’m not building this business for my children, so that’s not my goal. I just want to provide value in the moment and enjoy what I’m doing.

Speaker A

And my children have the right to choose what they want and what they enjoy. I don’t want them to feel burdened by some inheritance or anything like that. I don’t believe in that story at all, actually. Yes, if I talk about it like

Speaker A

that, the way you explain it, I remember too. The moment I started my podcasts, it came from pain—I had been bullied in school, I wasn't popular, so I wanted to prove something .

Speaker A

Uh-huh. Well, once you've proven it, it theoretically stops being interesting, right? Then I started meeting people whose stories showed that, thanks to the podcasts, they changed their minds about suicide, started businesses, or built better relationships and started communicating with their parents

Speaker A

respectfully. Many, many such great moments. And when you notice all of this around you, you hear stories— maybe you get in a taxi and the driver tells you how he changed his life thanks to this podcast, yes. And that is exactly the moment

Speaker A

when everything switches, and that’s it. Yes, exactly, you aren't doing the podcast for the money anymore, are you?

Speaker A

Not anymore, no. Long ago, no. And look, nobody will believe me now, but I’m not doing business for the money. Moreover, I don’t even see that money. Honestly, if any entrepreneurs are watching, I know this is the one universal pain for all

Speaker A

entrepreneurs. It seems like you have a business, you have the revenue, but you never have enough cash. I always have 5,000 tenge in the account because we’re always doing something new here . Like buying better equipment for clients, opening a new clinic, and so

Speaker A

on. And maybe I’ll die, and it’s all unclear anyway. My kids won’t need it, and I won’t need it either.

Speaker A

And we aren’t doing this for the money. I’m just enjoying the moment, what I’m doing, how I’m doing it, and I’m enjoying how it helps other people. That’s it, those are the two components. But if I need money for my

Speaker A

kids 'education, will it somehow turn up? I have faith. But entrepreneurs only make money when they sell their business, right?

Speaker A

Everything is in the turnover. For now, it’s all in the turnover. In 2020, you founded Metabody, right?

Speaker A

Yes. What’s the idea? What is it? The idea was also born out of pain. I messed around with cosmetics, and then I couldn’t have children. I had three miscarriages, and they were really painful miscarriages. I was already over 35, 36

Speaker A

, 37, and I started to worry. So I started looking for the best doctors and found answers: it turns out I had a folate cycle disorder. Because of that, I had problems, it turns out, with blood clotting. And that was explained

Speaker A

to me by functional medicine doctors. I decided to create a group of doctors who give people answers to their questions where they couldn't find them before. Because I went to every doctor and they said," Well, you're just not

Speaker A

getting pregnant, that's all. "They didn't give me any conventional answers . Functional medicine worked for me, so we created a clinic.

Speaker A

So you solved your own personal pain and then moved on—is getting pregnant at 43 scary?

Speaker A

No, it’s not scary. Well, in the moment, of course, it might be scary, but now it’s the best kind of" trouble. "It's a gift from God, it's not scary. But everything you need for it exists now. Functional medicine.

Speaker A

They will prepare you. See? It’s a fact, a medical fact, that after 40, the risks of genetic diseases in mothers—so-called" elderly "mothers —increase by 80-100%. But you have to prepare for a late pregnancy, you need to boost your mitochondria and

Speaker A

microbiome; there are steps, they’ve all been mapped out. Everything you’re ready to think about right now already exists.

Speaker A

Uh-huh. Can you imagine? Everything exists. Pregnancy at 43, I don’t know, flying into space at 60. What is it that you want to do? Hair transplants, dicks on your head. They have it all.

Speaker A

There's an interesting point in your profile here, that you always need to be able to adapt. And how does one need to adapt regarding your experience in Moscow? The hospital you’re mentioning now, what happened there?

Speaker A

Moscow doesn't believe in tears. It’s actually cool. I like such big cities, cities of the world.

Speaker A

Well, you know, sorry, we need to constantly jump from topic to topic to cover more aspects.

Speaker A

Yeah, your head must be spinning like that. Look, big cities. As Frank Sinatra sang, if you can make it in New York, you can make it anywhere. They were created for this. They are lead magnets for talent, lead magnets for the brave, lead

Speaker A

magnets for the resilient, lead magnets for the bold. There's no place for the weak there. So why did I go there? A question. Yes, you understand? Meaning, out of your own ego, all the provincials who come and then lick

Speaker A

their wounds after Moscow, New York, and so on, are people who don't understand the rules of the game, that this is the major league. You wouldn't go to fight Khabib right now, would you ?

Speaker A

Of course I wouldn't. But I went. You see? You're just a fool . I saw it all. There's a price for that. There's a price for stupidity, there's a price for being dense. That's it, you pay it and you get out, lick

Speaker A

your wounds, and then you get up and go to a market you can handle, calibrate there, and gradually grow. First, hold on for three rounds until the bell.

Speaker A

Like that. It's normal. Sometimes it happens that you fly into the wrong place. We got slapped around there because it’s a huge market. You just have to constantly pour money into it.

Speaker A

You need to enter it correctly. We lacked both the scale and the skills. And if you could elaborate, precisely because of what incident or what specific reason did you fail to enter the Moscow market?

Speaker A

Well, first of all, we did something stupid and opened a shop right away on Patriki, in the most expensive area. We thought that since we opened in an expensive area, the money would flow in by itself. No, nobody canceled good old

Speaker A

marketing, good old lead gen, and good old customer development and market analysis. You have to do all of that.

Speaker A

You can't just count on the location and the purchasing power. Yes, there is money in Moscow, but everyone will walk past you if you don't hit that Product-Market Fit. In general, you have to do your homework properly, you

Speaker A

have to choose your skills correctly. To believe in marketing. I believe in marketing. After Moscow, I started believing in marketing.

Speaker A

Then you returned to Russia, to Moscow. Now you Now there are sanctions. There are sanctions now.

Speaker A

Well, in general, do you believe in your own strength now, that if you entered now, you would actually succeed ?

Speaker A

Well, we're idiots, we're stupid. We'll just buy a business in America later. Meaning, we're not scared, we're not intimidated, we're just desperate people like that.

Speaker A

About experience, it's even worse. In America, it's even more difficult. The American market is even more complex.

Speaker A

Could you elaborate more on this? It's a pain point for me. Uh, what can I say about business in America? That you need even more marketing dollars there.

Speaker A

About the business. What kind of business? We bought a cosmetic brand, it's called PSA. An excellent brand, awesome ingredients, perfect for, uh, the Gen Z, millennials , and Gen Z. Ah, but it's a bloody ocean. There are thousands of skincare

Speaker A

brands. The marketing there is flashy, everyone pours huge money into it. Advertising with Kim Kardashian costs millions of dollars there. I mean, influencers make a ton of money. Their rooms are just overflowing with influencer boxes. That doesn't really

Speaker A

work anymore. Targeted ads are also expensive. I mean, you're just constantly calibrating, trying to find that sweet spot, the G-spot, so to speak.

Speaker A

And how are things going for you there right now? We are constantly moving by testing hypotheses. We test this hypothesis, then that one, then this one, that one, and that's it. Wherever we find a breakthrough, we start pouring money

Speaker A

into it. Tell me, why should entrepreneurs, say, developing in Uzbekistan, Kazakhstan, or Kyrgyzstan, even enter other markets like America?

Speaker A

I didn't say they should. No, well, in general, look, when should you? Yes, Grebenyuk has a rule.

Speaker A

When should you? Uh, Mikhail Grebenyuk has a rule. When you have become 20%of the market share in your home market, then you can try yourself in other markets. Until you've reached a 20% share, don't even bother moving. And I

Speaker A

have my own personal rule: if you don't have a well-oiled team that allows you to go hands-free and sail on a yacht for 2 months without anything blowing up, going bankrupt, or failing, only then can you open a business elsewhere.

Speaker A

Uh-huh. So, there must be a team. I believe in teams. If you don't have such a team yet, don't get into it either.

Speaker A

Well, by the way, that's an interesting point. We are currently, essentially, taking a step toward Kazakhstan. And it turns out we have fulfilled these two conditions. But, uh, the question is that we didn't study it or set a rigid

Speaker A

plan that you have to do this first, and only then expand. We are doing this based on intuition. And it's always interesting to me when I talk to people ; there are many who map everything out , they have everything by the

Speaker A

statistics, it has to be this way, then that, only after that, this. But I move more on emotions, on feelings. I just, well, I felt right now that I need to.

Speaker A

That’s it, just be ready to get your ass kicked, that’s all. Yes, well, yes, you just have to be ready. Then you go with full responsibility, without illusions.

Speaker A

Otherwise, if you don't, then you're just a fool. But if you say," Yes, I'm ready to take a beating. " Well, I say yes. And with full readiness to take a beating everything with failure. We’ve already failed one, after all. Like, it's fine.

Speaker A

Perfect then. Yes. And those who calculate and figure things out, of course, statistically those people have more success, I mean, there is more success, but in the end, industries are broken by people like you and me who fly in, fight until they bleed with

Speaker A

their last money, and then something actually works out. But there are probably only a few who move like that.

Speaker A

And where does that come from? Is it some kind of upbringing, a combination of everything, or can it be cultivated in yourself too? Because I, for example , earlier when I watched podcasts, looked at such people, listened, I was

Speaker A

like," Oh, I want to become like that. " And you know, I will tell you, this is my personal theory. I'm not claiming any titles here. My personal theory is that your inner child is not killed.

Speaker A

Uh-huh. Meaning it’s not stifled, not poisoned, not beaten down, and isn't sitting in a basement dirty and hungry.

Speaker A

If you always support this, support this little someone who looks at the world like that and wants something, if you nurture that, then it will always drive you, because we always move into the unknown from our childhood part.

Speaker A

Because the adult inside says," Screw it, we've already been there, nothing will work out there, it's already all taken. "This personality that grows, this all-knowing one, you shouldn't listen to it, because if you asked me now if I would open clinics, I would

Speaker A

say," No, don't. "Would I open this business? I would say," No, no, because there's already pain, pain, there is experience, yes, but the child has this true desire, and that is what you need to keep fueling all the

Speaker A

time. "There’s this podcast with a UCLA professor, Donald Hoffman. And he said that the only thing that can lead you to, well, to an expansion of consciousness and beyond the limits of this reality, is imagination. I mean, watching sci-fi movies. James Cameron,

Speaker A

Avatar. Well, you couldn't possibly invent something like that. You could only see it. That’s what a person’s developed imagination is for, you see?

Speaker A

If you use your imagination, you can create transcendental businesses, imagination, transcendental podcasts. A transcendental podcast, yes, some bold ones.

Speaker A

That’s just a pause for the realization to sink in, so the viewers can, well, it has to work.

Speaker A

Is there some kind of imagination trigger, yes. Like Spongebob, he sits in a cardboard box with such imagination.

Speaker A

Actually, in this podcast, we talked about a lot of things, but as I understood it, the main theme was one thing. Trust and vulnerability are the key to development. I mean, vulnerability—being afraid of losing, but trusting in it anyway and moving

Speaker A

forward—gives you the right to develop, it sets you apart from others. Fearlessness. Fearlessness, yes. And as I see it, right, the fact that we came here, fearlessly, wrote on Instagram, all that stuff, it doesn't happen just like that. Well, not just like that, I mean,

Speaker A

that we weren't afraid, we came here, we're filming, and the way you are moving in business. And I think that's also a very cool moment, yes, because life itself—I mean, what do you do when you step into vulnerability, what is vulnerability?

Speaker A

It's intimacy. I can only get close to you if I am prepared for you to hurt me .

Speaker A

If you aren't ready to be hurt. Imagine , there are people who come to my podcast and say:" We can't talk about this, we can't talk about that, keep the timing like this, and I'll only sit on the right, and there you go,

Speaker A

that’s it. "And the person closes off , and no real life happens with them.

Speaker A

Energy just can't flow. We are spinning a ball right now, you see? It’s beautiful. And it happens, it just flows back and forth on its own. Yes.

Speaker A

And can you hurt me? Yes, but I have to open myself up to that. You can ask me right here. Right now, an uncomfortable question. Your followers might hate on me, I might even get canceled, I could face consequences, yes, but I go into

Speaker A

it because I am stepping into my vulnerability and fear. And every day, if you practice this dying in your fear , you keep going there, again and again , and then you build a muscle that makes you no longer afraid.

Speaker A

That’s it, die every day. Your ego dies in this, the ego that says I shouldn't ask such questions, I don't want to talk about these topics. Once you do that, you shut off life itself; it can no longer flow through you. I

Speaker A

think you’ve grasped this thought and written it down. There is one more thought we need to summarize, right? We are currently summarizing all these ideas. There’s a question: what is beauty? And you often say that it depends on health and intellect.

Speaker A

Yes, on health. Understood. Why intellect? Because, look, even, for example, the Quran contains profound things, and one must understand them.

Speaker A

Well, if you look at it from that perspective, then it’s clear. I mean, your intellect is given to you so that you can grasp these conceptual things. Conceptualization is necessary for you to understand beauty even more.

Speaker A

Uh-huh. Imagine, even more... to realize, yes, what it is, what this beauty is, what this grandeur is, that it is designed so brilliantly, that it is a genius plan. At least a little bit with our limited minds, right? I mean,

Speaker A

it’s clear we cannot understand the absolute. The lower cannot grasp the higher, but we can at least try to move in that direction. And for that, we are given intellect. Intellect triggers certain things, including compassion. I mean, it is beautiful, but I agree that

Speaker A

beauty is an elusive thing. And yet, a third element must be added. That is the soul.

Speaker A

Uh-huh. The extent of beauty, how you are able to love, how you do that—that is very beautiful.

Speaker A

This also has an impact. And there are people who are kind, and in principle, their appearance looks kind, right? And evil people, as if their malice is written on their faces.

Speaker A

Yes, they work those muscles, and they stay etched in the end, because it is tension. Imagine, I am always thinking about something. I mean , intellect is always reflected on the face. The tension you hold within will be reflected, yes. But we haven't

Speaker A

learned to love unconditionally yet. I mean, imagine, we still have to learn that. I’m curious, if we were to summarize one more thought, what have we talked about the most? About some kind of self-awareness, or more about career,

Speaker A

about power, what is it? How would you rate this podcast? About things that are real. We jumped through all sorts of concepts today. In some places, there were thoughts that won't sit well with everyone, not everyone will like them, some will, but

Speaker A

the goal wasn't to please anyone, it wasn't about catering to anyone, the goal was just to fully live these two hours. That’s it, I’m done, my tasks are complete. I don’t know how it lands with you. I’m off.

Speaker A

Our task was to have a great talk. Yes, a great talk. There are no other tasks.

Speaker A

Yes. And I suggest we rate this podcast —well, we’ve had international guests before, and guests from Kazakhstan aren't new either. We have, we have...

Speaker A

So write in the comments... how you liked Assel, share your thoughts on the ideas, if you need to argue, then argue. And as always, as I say in every episode, if you’ve watched until this moment, listened with us, and spent all this time...and

Speaker A

hit the like and subscribe button, then absolutely. I will send you... Or like that, right? Or we will send Assel.

Speaker A

Yes, we will send Assel. Yes. And I want to say a big thank you for your time, because time is the most valuable thing we have. It won’t return to us, so it’s a high price.

Speaker A

Thank you for spending it here, sharing your thoughts, and sharing them with our audience. And you, in turn, write in. Anyway, let there be feedback from both sides.

Speaker A

I will send you some feedback too, yes, after the comments. Well, that’s how we wrap it up.

Speaker A

And drop some cool resort recommendations for Issyk-Kul, because my husband and I love going to Issyk-Kul for vacations. There is nothing better than a vacation at Issyk-Kul. I promise you.

Speaker A

And you have your tasks all set. Well, after you hit like, subscribe, and send this podcast to people who need it. Our flights to Karakol are finally running, by the way. Yes, yes, it's awesome. So come over, maybe we'll see each other

Speaker A

there. We’ll be in Karakol soon too. My dears, that’s it, thank you, see you later.

Speaker A

Hey

Topics:Assel Mashanovaentrepreneurshipskincare businesshealth and wellnessfunctional medicineKazakhstan businessserial entrepreneurbusiness success storyfarm to tablebusiness motivation

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