BigDeal - #138 The 7 Money Rules From the Richest Man Who Ever Lived

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Starting point is 00:00:27 CBC News. Okay, when I sell my business, I want the best tax and investment advice. I want to help my kids, and I want to give back to the community. Ooh, then it's the vacation of a lifetime. I wonder if my head of office has a forever setting. An IG Private Wealth Advisor creates the clarity you need with plans that harmonize your business, your family, and your dreams. Get financial advice that puts you at the center.

Starting point is 00:00:56 Find your advisor at IG Private Wealth.com. February 17th, 1872, Cleveland, Ohio. A 32-year-old man sits across the desk from one of the largest oil refiners in the city. The refiner has been losing money for months. He knows it. The man across from him, he knows it too. The 32-year-old slides a piece of paper across the table and on it a number. The refiner looks at it, looks up.

Starting point is 00:01:24 He doesn't want to sell. He built this company from nothing. But the man across from him has already done the math, already talked to the banks, already made sure the refiner cannot borrow another dollar in this city. So the refiner signs. The 32-year-old takes the paper, folds it, and moves to the next name on the list. Over the next 28 days, he will do this 22 more times. 23 companies, one month. Historians will call it the Cleveland Massacre because of the quick financial turnover of so many companies.

Starting point is 00:01:56 The man's name who forced those companies into submission is John D. Rockefeller, and he is about to become the richest human being who has ever lived. Most people know the name Rockefeller. Few people know what he actually did. And almost nobody talks about the fact that his playbook, the exact strategies he used to build a 340 billion fortune, are the same strategies that work for building wealth today. Buying businesses instead of chasing shiny ones. Acquiring competitors instead of fighting. them, compounding relentlessly, and leveraging other people's capital. I think Rockefeller might be the most misunderstood entrepreneur in history. You see, everyone remembers the monopoly. Nobody remembers that he started as a 16-year-old bookkeeper, making $3.50 a week.

Starting point is 00:02:46 So today, I want to tell you his story from the beginning. We're going back to the 1800s. I'm going to walk you through the rise of John D. Rockefeller, and at each turning point, I'll show you the principle he used, why it worked, and how you can steal the world. his homework. Chapter 1, The Bookkeeper. Rewind to September 26, 1855, Cleveland, Ohio. A 16-year-old kid is walking the streets looking for work. He's got nothing, no contacts, no connections. Certainly no college degree. He's just got a list of businesses and the willingness to knock on doors every single day, seven days a week, until somebody says yes. Now, someone did actually

Starting point is 00:03:25 say yes to him. So he started working as a bookkeeper at a small commodities firm, for $3.50 a week. Most kids would have treated it as a stepping stone, something to tolerate until something better came along. Rockefeller treated it like the most important job in the world. He inspected every line of every bill that passed through that office. He knew the firm's books better than the founders did. He understood where money came from,

Starting point is 00:03:52 where it disappeared to, and why. He was building this mental model of how a business actually works from the inside out. The lesson? Do the plumbing. I'm talking about the invisible architecture underneath every business, how money actually moves, where it enters, where it leaks.

Starting point is 00:04:10 At 16, Rockefeller was already analyzing the numbers and asking why. Why does this cost more than that? Why does the supplier charge more than the competitor? Every invoice was a question. That's how you learn the plumbing. Instead of skimming, you interrogate that motherfucker. You read the vendor contracts.

Starting point is 00:04:27 You find out why a cost exists before you decide, whether it should. No detail is beneath you. You cannot see all of the lever points that people use as marionettes in their life until you know how healthy the pipes actually are. So Rockefeller celebrated the day he got that bookkeeping job every year for the rest of his life. I love this. He called the job day because he realized even at 16 that it was the day someone handed him a map to the inside of business and he studied every road on it. So should you. Chapter 2. The Greatest Borrower. So fast forward to 1863. Rockefeller is 23 years old. The Civil War is ripping the country apart.

Starting point is 00:05:07 An oil boom is quietly exploding in the hills of western Pennsylvania. Wildcatters, again rich. Fortunes made. And lost in the same week. Rockefeller is watching all this. Then he makes a decision that most people would have gotten totally backwards. He doesn't go drill for oil. He goes into refining. The boring, glamorous industrial middle step between turning crude oil into usable kerosene. Everyone else is chasing the discovery. Rockefeller positions himself at the choke point, the place where every barrel of oil in the region has to pass through. Then he starts borrowing aggressively. His business partner later says

Starting point is 00:05:47 he is the greatest borrower he has ever seen in his life. But his other partners panic. They tell him he's over leveraged, he's going to sink the company. Rockefeller, he's steady. He says, we have an opportunity now to expand. It may not last long. So when his partners finally try to force a showdown, he engineers a buyout. He has secretly lined up outside financing

Starting point is 00:06:12 before the meeting even starts, and he wins every auction for the company's assets. The next day, the newspapers in Cleveland announced that a 25-year-old now owns one of the largest refineries in the world. I love this lesson. Rockefeller understood that opportunity has a clock. Oil refining in the 1816s, booming.

Starting point is 00:06:33 Infrastructure, chaotic. Competitors were a mess. That time, he knew was never going to be the same again. So his partners started freaking out. They hesitated. They wanted more certainty, more time to think, more data. And that instigged, that's not irrational. It feels like you're being smart.

Starting point is 00:06:50 But in a fast-moving market, hesitation is its own kind of risk. Because, you know, it turns out the biggest fortunes in history are not built by people who moved safely. They're built by people who moved before the window closed. So entrepreneurs move when the window opens. Rockefeller didn't have a guarantee. You can't always wait for certainty. He had conviction. He knew there was a timeline, but most importantly, he moved.

Starting point is 00:07:15 Chapter 3. The edge nobody saw. By his mid-20s, Rockefeller has a good refinery. But good isn't going to be enough. While his competitors focus obsessively on refining capacity with bigger facilities and faster output, Rockefeller does what he has always done. He looks for ways to get creative. Remember, he understands the plumbing, and that helped him see a full picture of what else he had right at his fingertips.

Starting point is 00:07:39 He realized every barrel of oil refined in Cleveland still had to travel to market. And the transportation costs were higher than his refining costs. So at that time, railroads are charging everyone the same posted rate, 60 cents a barrel. Feels fair, and yet it's a major pain point, eating into revenue for every refiner in the region. Rockefeller is something brilliant. He intentionally built his refinery next to both a railroad and a river, giving him a shipping alternative 50% cheaper than anything his competitors can access. Then he brings it a partner to negotiate in secret with the railroads. Everyone else pays 60 cents a barrel to ship. After negotiations, Rockefeller pays $0.5,000,000, pay $0.5,000.

Starting point is 00:08:21 50. Now, it doesn't seem like much, maybe, but that 10 cent difference, invisible to the market, but it adds up. It compounds into $50,000 a year in hidden profit, which back then was millions. So he made an even bigger play with that extra money. He loops his competitors into it. He offers to ship his competitor's oil through his network at rates better than they can negotiate a loan. Now he makes money on every barrel. His competitors move. He turned his edge into infrastructure and his competitors actually into his customers. It's brilliant. The lesson is everyone else thought the oil business was about oil. Rockefeller knew money could be made inside the system, inside the transportation needed to make it all go. So that's where he invested more energy to expand and

Starting point is 00:09:08 build speed. This way of thinking separates the wealthy players in every industry. You know, for me, the best investments I've made as a CEO isn't software. It's one person whose entire job is AI transformation. They don't care about titles. They just built. They go through every corner of my business, from sales to HR to ops, and work to eliminate anything that's still being done the old-fashioned way. There's money to be made and saved in the behind-the-scenes product or process. In my company, the rule is learn AI or move on. We even built a tool that helps us learn and deploy in all of our businesses AI better. And actually, I'll give it to you guys for free. It's called Topprompt. You can go to topprompt.a.i or you can click below. The cool

Starting point is 00:09:49 The whole thing is, if you tell this what to do, it'll give you the perfect prompt and the perfect tool for whatever you're trying to build. I think like Rockefeller, we have to realize that you should never sleep on how much something can help you move faster and unlock key leverage in a time in which the entire market is moving. And it kind of goes beyond AI. The framework is, when you look at any business or industry, ask yourself three questions. Where does the real cost sit? For Rockefeller, it wasn't refining it, it was shipping.

Starting point is 00:10:20 Who controls that choke point? Every industry has one. The thing everyone else depends on but nobody owns. Find it. What do you think that is an AI? Oh, it's data storage, data centers, it's chips. It's not actually the LLMs. It's figuring out where do we store all this data?

Starting point is 00:10:36 How do we move it faster? Those are the choke points. So what would happen if you own that instead? If it gives you upside, that's where to go. You know, most people never ask these questions. busy building AI apps right now. They're busy working on the main business. But the moment you start asking deeper questions, you've stopped seeing industries the way everyone else does. Rockefeller didn't just analyze his own businesses. He looked at the big picture and the industry

Starting point is 00:11:00 as a whole and what he found there made him the richest man who has ever lived. Chapter 4 The Cleveland Massacre. February 1872, Rockefeller's 32. He's the owner of the largest refinery in Cleveland. He has a lock on the best transportation rates in the region and he It's credit. Serious credit. That's another way to say a lot of money. So much so that none of his competitors can match. And he decides to make a list of every refiner in Cleveland.

Starting point is 00:11:26 Starting with the biggest, he invites the owner to his office, opens his book, and shows the numbers. His competitors are stunned. Rockefeller is operating more efficiently than they ever imagined. It seems impossible. They could never catch up. But if you think Rockefeller is shown off, you'd be wrong. He's negotiating.

Starting point is 00:11:43 Once they understand how far behind they are from his business. business ops, he makes his offer. Sell to me, take cash, or take stock in standard oil, his company, your choice. Some said they weren't afraid. One refiner told him he wasn't scared at the fight, and Rockefeller looked him in the eye and said, you may not be afraid to have your hand cut off, but your body will still suffer. What a lie. Because for those who refused, the pressure, it didn't come quietly. It came fast. Like banks that had been friendly stopped lending. Railroads stopped offering competitive rates. Rockefeller could undercut their prices and sustain losses they could never absorb.

Starting point is 00:12:21 So this is how Rockefeller swallowed 23 companies in 28 days. 18 owners took cash. Five took stock in Standard Oil. And to those five, Rockefeller gave them one piece of advice. Sell the shirt off your back, but hold on to that stock. The five who listened became some of the wealthiest families in America. The lesson here for me is one of Rockefeller's most powerful tactics, most powerful tactics. Honesty, transparency, and data. He opened his books. So competitors

Starting point is 00:12:49 walked in expecting a verbal negotiation, some sparring, and instead he showed them how he operated. And what they saw made it clear why he was an industry leader. He had margins they couldn't touch, costs they couldn't match. Most people argue based on opinions and feelings. And sometimes that works. But the way to win in negotiations is to argue from things that are hard to argue back on. Numbers, data facts. Opinions? Ah, you could debate. that. Numbers, that forces a decision. So Rockefeller was louder and more aggressive than everybody else. But he also knew once he showed people the numbers, there was nothing left to argue. The reality will be too big to ignore, and it forced all of his competitors' hands. So whether

Starting point is 00:13:31 you're asking for a raise, closing a deal, trying to change someone's mind, stop trying to persuade with emotions. Start revealing instead of negotiating. Find the numbers that actually lead to the truth, so undeniable that there's nothing to negotiate. Chapter 5, The Monopoly and the Mask. So it's 1879. Standard oil controls 90% of American oil refining. Rockefeller is a shocking 39 years old, and arguably the most powerful businessman on the planet. But when you look closer at who this man actually is, the picture gets weird.

Starting point is 00:14:08 From his very first paycheck, $3.50 a week, he gives 10% to his church. He doesn't drink. He never smokes. He never gambles. He goes to church twice every Sunday, his whole life. Despite being the wealthiest man in the world, he raises his children on hand-me-down clothes and carries a bag of dimes to hand out to strangers wherever he goes. Why? This is the part that never makes it to the history books. His father was a traveling con artist. He posed as a deaf-mute peddler selling miracle cures across rural America. He ran two separate families, in secret and he disappeared for months at a time. Rockefeller couldn't rely on anybody and had no dependability.

Starting point is 00:14:50 He grows up watching that chaos and decides early he's going to be the opposite. Every habit and every routine he has, he builds in direct reaction to a childhood where nothing could be counted on. So his father taught him discipline the only way an undisciplined man can by showing him exactly what it costs to live without it. The lesson here is that business ownership is chaotic. employees quit, deals collapse, markets turn, competitors undercut you. Most of it is completely outside your control.

Starting point is 00:15:18 So most create operators, they don't leave the other stuff to chance. They obsess over controlling the things you can control. What are those? What are you doing when you wake up? What are your routines? What standards do you hold? The way you end a negotiation, the things you say yes to and the things you never touch. Rockefeller couldn't control the oil market, but he could control himself.

Starting point is 00:15:38 And over a long enough timeline, the person with the most discipline, They usually win. So look at your own life right now. Like, what time do you wake up? What do you let into your morning? What decisions do you make on autopilot that you've never actually examined? You know, I think most people say that they would do anything to get what they want out of life, but they won't even wake up an hour earlier. So the question for you is, is discipline a personality? Or is it something that you choose every once in a while? Because it's really a competitive advantage. And the best time to build it is before you, is before you need it.

Starting point is 00:16:13 Chapter 6, the reinvention. Rockefeller's 58 years old now. His hair is gone from stress. His body is actually breaking down from relentless pressure. And he walks away. He steps back from daily management of Standard Oil. He starts playing golf, spends time with his grandkids, hands the operation to the people who he's built and trained.

Starting point is 00:16:35 Then in 1911, the Supreme Court orders Standard Oil broken into 34 separate companies. the ruling is meant to destroy his monopoly, to punish him, to dismantle what he built. It actually makes them richer. The separate companies unshackled from each other are actually worth more on the open market than Standard Oil had been as a unified entity.

Starting point is 00:16:55 So like between 1911 and 1913, by doing literally nothing, Rockefeller's net worth nearly doubles. He spends the rest of his life, giving it away. $540 million, roughly $15 billion in today is still. dollar. That's like the Rockefeller Foundation, the University of Chicago, medical research that would eventually help eradicate hookworm and yellow fever, which now we don't think of much because of this guy, but used to kill a lot of people. He dies in 1937, two months before his 98th birthday.

Starting point is 00:17:28 The lesson? Rockefeller stepped away from daily operations when he was still one of the most powerful businessman alive. That kind of seems strange. Until you understand a distinction most entrepreneurs never make. Operators build businesses. Owners build freedom. The goal was to build something that didn't need him. And this applies whether you own a business or not. The employee who documents their process becomes promotable. The freelancer who builds the system that stops trading time for money. The manager who develops their team stops being the bottleneck and starts being the multiplier. In every case, making yourself replaceable in your current role is what creates room to grow into the next one. So ask yourself, what happens if you disappear for a month?

Starting point is 00:18:07 That answer tells you everything about what you've built. Standard Oil didn't actually need Rockefeller in the office. When he stepped back, the thing didn't shrink. It kept growing. So build the system, get out of its way. And by the way, if you need help on that, it's exactly what we do at the Growth Boardroom. If you run a business that does over a million dollars in revenue a year, we want to help you scale to the next level of the game. Get to your next eight and nine-figure business.

Starting point is 00:18:32 And if that's you, I want you to apply at the link below. Talk to one of my advisory team members about how we help you. people scale out of their business. Chapter 7, the real playbook. Most people think Rockefeller built one massive company. He didn't. He actually built a machine that made buying the next company easier than the last.

Starting point is 00:18:49 First refinery sucked, it was hard. The 10th refinery easier. The 20th, inevitable. Every acquisition made the next one simpler because he already had the credit relationships, stronger deal flow, operators who knew how to run a business inside the system he'd built. So when you build a system that builds the holding company,

Starting point is 00:19:06 you develop real relationships. with the things that will make your business grow faster. And eventually, the deals start finding you. Rockefeller built an engine that kept buying oil companies. That was his endgame. Here's the thing about Rockefeller that I think gets lost in the monopoly story. He became the richest man in history in an industry nobody thought was glamorous. Oil refining, especially back then, was disgusting.

Starting point is 00:19:29 It was dirty and smelly and blue-collar and low-brown. Fancy people didn't do oil refinery, actually. serious member of the elite was taking part of that. Kind of like today, car washes, plumbing companies, laundromats, the industries, they don't make headlines, but they make money, recession after recession. They're not exciting. Sometimes the path to making extraordinary wealth isn't doing something extraordinary. It's doing something essential that everybody needs nonstop. The real secret there is to doing it for longer than everybody else was willing to. That was Rockefeller's real secret, I think. And it's still available to anyone paying attention.

Starting point is 00:20:07 Like, tell me in the comments, what's the first business you'd buy, and I hope it's not a sexy one. Because I think the next generation of billionaires will be built in the boring. And if you want the full framework for how to actually do it, the deal structures, the due diligence, the financing, watch this video next. By the way, guys, we've never done this type of video before. I'm obsessed with Rockefeller. I think this story is so fascinating. Tell me if the comments, if you are too, and if you want to do more videos exactly like this one. Rose in lasagna, medium power, 15 minutes.

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BigDeal - #138 The 7 Money Rules From the Richest Man Who Ever Lived

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