In Search Of Excellence - Keaton Hoskins: The Relationship Economy, Why Your Network Determines Your Net Worth | E123

Episode Date: August 6, 2024

Keaton Hoskins is a serial entrepreneur, coach, motivational speaker, and author, known for his dynamic approach to business and personal development. A key figure on the popular reality TV show "Diesel Brothers," which aired on the Discovery Channel, Keaton leveraged his passion for diesel trucks into a thriving entertainment and merchandise business. His entrepreneurial journey is marked by innovative business strategies, particularly in leveraging social media and unique marketing tactics such as vehicle giveaways. Beyond entertainment, Keaton has ventured into various industries, including fitness, dental, and plastic surgery, often employing groundbreaking financial models to expand service accessibility. His story, rich with lessons on overcoming adversity and harnessing personal hardships for professional growth, is a source of inspiration. Keaton's experiences underscore the importance of resilience, strategic innovation, and the power of a well-structured business model in achieving success.0:00 - Keaton emphasizes short-term, actionable goals over distant, undefined ones.0:47 - Introduction to part two of the interview, focusing on goals and mentoring.1:32 - Keaton discusses his 120-day planning strategy, avoiding long-term goals.3:17 - The importance of breaking down large goals into manageable steps.5:36 - The significance of writing goals down and the benefits of a structured plan.6:04 - Keaton's belief in the power of vision boards and written plans.7:43 - Accountability in goal setting and the necessity of documentation.8:40 - Discussion on business investment and the dichotomy of business scales.11:26 - Exploring non-traditional businesses and capital-efficient startup strategies.13:23 - Financial strategies for small business growth and profitability.15:28 - The impact of personal relationships on professional success.18:11 - Advice for singles on choosing a partner and the importance of personal relationships.21:09 - The critical role of preparation in achieving business success.23:49 - Keaton's initiative to help people become millionaires through 'Limitless Society'.28:10 - The transformative power of mentoring and personal investment.30:13 - The emotional rewards of mentoring and its impact on others.31:28 - The value of having mentors and investing in personal growth.34:03 - Keaton's experience with mentors and the importance of choosing the right ones.36:03 - Challenges for those who can't afford mentors and the necessity of investment.37:32 - Addressing criticism constructively to foster personal and professional growth.39:11 - Keaton's approach to divorce and advice on decision-making.41:36 - The importance of apologizing and owning up to mistakes.42:52 - Self-forgiveness and its role in personal development.44:13 - Debating whether money and material possessions contribute to happiness.46:16 - Keaton's belief in the limitless potential of individuals.49:02 - Interactive game segment exploring lessons and personal goals.51:00 - Keaton's philosophy of pursuing one's dreams aggressively.52:11 - Keaton's desire to meet the late philosopher Alan Watts.53:17 - Closing remarks and an invitation to join 'Limitless Society'.Sponsors:Sandee | Bliss: BeachesWant to Connect? Reach out to us online!Website | Instagram | LinkedIn

And you know this because this is the only way to become successful. I have people ask that question all the time. What's your five-year goal? I'm like, I don't know. I don't have a five-year goal. I can tell you this month I wanna make X and this month I'm gonna do X

and this month I'm going to accomplish X and that's all that I care about. These next 30 days is what is in front of me that I must deliver on. It's all about action. You could plan and prepare and plan and put a business proposal together and plan and plan and plan. And then you wake up one day and you're like, cool, six months has gone by. And I've been talking about my four year goal for the last six

months, but I haven't done shit with it. Forget that. What are you doing today, this week, this month? And let's do that right now. You're listening to part two of my awesome interview with the incredible Keaton Hoskins, successful entrepreneur, motivational speaker, coach, and author. If you haven't yet listened to part one, be sure to check that one out first. Now, without further ado, here's part two of my awesome interview with Keaton. We each had a goal, and I think goals is part of my mentoring. I do a ton of mentoring. And I think having a goal is critical to our success.

A one-year plan, a three-year plan, a five-year plan, even a 10-year plan. Even if we don't stick to it, because we have a lot of curves and valleys and peaks along the way, what's your advice to people who say, gosh, I just think I want to get there, but I'm not going to write it down or I'm not going to have a specific plan because I think specific plans are critical to our success. So, and I don't want to disagree with you because I do agree so much. You can disagree with me. I live my life on a 120-day plan. I don't do two-year, five-year, 10-year. I don't even know if I'm going to be alive in-day plan. I don't do two-year, five-year, 10-year. I don't even know if I'm going to be alive in five years.

So it's not that you shouldn't look at the future. But for me to do actual deliverables, to take action, I need to see things that need to be done. So I always tell people, what's your 30, 60, 90, and 120-day plan? What actual deliverables are you going to do in those times? I could put together a goal that I want to live on a mansion on a hill and make billions of dollars in two years from now. But even if I make that goal, I still have to reverse engineer all the way back to day one of what am I going to do this month? What am I doing next month? Like actual things that I'm going to do. And sometimes I think it's like, you're looking

at the elephant in the room. How do you eat the elephant? One bite at a time. But people see this huge two-year, three-year, five-year, 10-year goal and they go, I'm never going to get there. So if I work from the beginning and go, dude, forget the elephant, forget the elephant. Let's just cut his leg off and let's deal with that. The next 30 days, how much are you going to eat? The next 60 days, how much are you going to eat? The next 90 days, how much are you going to eat? And then put into place actual deliverables that must be done. All of a sudden, I'm just taking these steps towards those goals. Even if I don't have that goal anymore at the forefront of my mind, I'm taking actual deliverables on that goal. It's like climbing Mount Rushmore, or not Mount Rushmore, Mount Everest, right? I could look at the top and go, holy shit,

I got to get there. Okay. I just need to get to that peak by the end of the day. And then I need to get to that peak by the end of the day. And then by the end of the month, I'm going to be halfway up. And then from there, I'm going to, and for me specifically, if I can break it all the way down into a deliverable of day, week, month, and let's go all the way to a year, for me, it's much easier to swallow. And I know exactly what I must be doing to get me to where I want to be. And so I have people ask that question all the time. What's your five-year goal? I'm like, I don't know. I don't have a five-year goal. I can tell you this month I want to make X and this month I'm going to do X and this month I'm going to accomplish X. And that's all that I care about. These next 30 days is what is in front of

me that I must deliver on. And you know this because this is the only way to become successful. It's all about action. You could plan and prepare and plan and put a business together, or a business proposal together, and plan and plan and plan, and then you wake up one day and you're like,

cool, six months has gone by and I've been talking about my four-year goal for the last six months, but I haven't done shit with it. Forget that. What are you doing today, this week, this month, and let's do that right now. And that's why I'm very passionate about telling people like, dude, just take action. It's action that gets us to where we want to be. I could sit for a week and look at the top of Everest and go, holy shit,

I got to get there. All right. I have my gear. I've got my Sherpa. I've got my team. I'm going to talk about how and what day we're going to do this. And then all of a sudden a week passes, I'm still sitting at the base going, okay, I almost have everything mapped out as for how I'm going to get there. Or I can go, all right, I'm going to get there today. I'm going to get there the next day. I'm going to get there the next day. And at some point I reach that goal. Now it's usually two, three, five years, 10 years away, but it's my, my monthly, daily, weekly deliverables that get me there. And it's that action piece. And that may be just how my mind works, right? Like if I, if you shoot me off a goal in two years, I'm like, I don't even want to talk about that. I don't even know if I'll be alive in two years. But I know to accomplish that, I must do these things right now and these things

in 30 days and these things in 60 days. And that is where all my energy, my time, and my focus is. As part of my own personal plan, I have a personal business plan. So I review it every year. I tweak it. I have different goals. Things change, Family, business, philanthropy, which is very important to me. My mentorship. But I preach to everyone, you've got to write your goals down. Yes. Because you can't just have them up here in your head. So how important are writing goals down?

And can you be uber successful without making some kind of written plan for yourself? That's a great question. I am a really firm and strong believer in a vision board and putting in front of me that I see like what I want. I don't know how you would do it without writing things down. Is it possible? Maybe, but you're much more successful when you go, that's my vision and here's my plan written out, right? Because then you ultimately can go back to that and go, all right, my plan says this. Did I do that? I can take inventory. It's a real metric. Here's my plan. Did I do that? Nope, I didn't. Even biting off,

I got to talk to 2,000 people. Okay, okay. Forget the number 2,000. If I go, I got to talk to 15 people every single day. That's my goal. That means in the next month, that's 115 or whatever that math is, people I have to talk to. Did I talk to this many people this month? No, I didn't. It's written down. That's the metric. You didn't do it. Forget your fucking 2000 goal. You didn't do 150, 200 people this month. We've got to go back, but you can't go back to a metric you've never written down. So if you write shit down, you're able to go back, take the metric, take the inventory and go, yes, I did it. No, I didn't. That's why it's so crucial. You put your vision, you put your plan on paper,

and then you go back to that. Otherwise you're just going, I don't know, man. I said, I said, I was going to do this. I don't even remember what I said. I don't know what the plan was. I never wrote anything down. There's no way to keep a metric and then you're never really progressing. You have to hold yourself accountable for your goals. And how do you hold yourself accountable if you don't write the shit down? Right, check or no check. Exactly. So one of the things that you've done in your business,

which is a little different than the technology world that I generally live in. I was a co-founder of a technology company that raised a lot of money, but ultimately we have 10,000 employees today as a public company, did almost $4 billion in revenue, but we raised a ton of money, but ultimately we have 10,000 employees today as a public company, did almost $4 billion in revenue, but we raised a ton of money. So it's awesome. And it's also lucky. I mean, our company went from a market cap of 35 billion to 56 billion. So, and now it's back up to around

17 billion. So when you're a founder of a company like that, everyone's, oh my God, that's so great. And then when you're down at 56 cents, you cents, no one even wants to talk to you. So now it's a cool thing. But in the businesses you started, the most you've ever put in a business is $7,500. So what's your advice to everyone out there? Oh, I need so much money to start a business. I gotta raise 50,000, 100,000, millions of dollars.

What's your advice for everyone out there? So I'll tell you, you and I are the dichotomy of what I teach. And that is, there is two routes to be successful. One is a smaller business, and one is a much, much bigger business that grows fast, that makes a ton of money, that one day there's a huge exit. I have never been a part of a huge exit. One day, I'm hoping, I have some plans for some companies that I've done that there should be some big exits, but that's never even been something on the forefront of my mind. I have focused on the small businesses making $2, $3, $4, $5 million, and that's what I teach.

I actually have a program that is essentially how to start or buy a business without having to use capital upfront. Now, when I say you're not going to use capital, you have to accept that the business you're talking about building is not going to work. You can't build a $35 billion business without capital. And most people think like, that's what I want. And if that's what you want, that's fine. But the route will never be,

oh, well, it's not gonna cost me any any money. I, you know, I I'm, I'm going to have to put money in. My philosophy is you can build or buy a business with very, very little, almost zero capital. That business can grow into million, two, three, four, $5 million revenue in business that can pay really, really well, but it's not going to be the same type of business ultimately that we're talking about. And all the businesses that I've built with very little funds, as much as 7,500 bucks, have been that smaller scale business that ultimately everybody can do, because not everybody has money, everybody can accomplish, but we're talking about a completely different scale, right? You're talking about $35 billion and I'm talking about $3.5 million.

I must accept that if this is the route I want to go, I'm not building a $35 billion business. I'm building a business that can sustain my family, make me maybe a millionaire, but it's not going to be something that's like this huge exit with all these big things. Now, you can build that business into what you're talking about. Once revenue starts coming in and what happens, you got to reinvest that money. So now it takes money to build those things. And some people may take that route, but my push, my biggest push for people across America is let me show you how to, with zero or very little funds, buy or start a business that can make you a million

dollars. We're not talking about tens of millions and billions of dollars. We're talking about a million, two million, three million dollars. And then from there, you can make the greater decision, which again, I think is the big exits. But these, these zero funds or small funds down, anybody and their dog can build. Right. So when the tech market sank in 2002, all these companies went in the shitter. We had a huge tech portfolio. And I thought, oh my God, we have too much in technology.

I started looking at unsexy businesses, which is really what you're talking about. Because that's where the cash flow is. I mean, my own personal financial situation, I'm in a capital gains order. Yeah. Right? So I don't have a cash flow business. So my partner, John, we have a real estate business called Thrive Properties. We own a bunch of townhomes in Nashville, apartments in Long Beach.

But I bought an unsexy company called Collar Card. And it's a plastic credit card with four pop-out collar stays that you keep in your wallet. Yeah. And men love this product. Yeah. And if you wear a suit or tie, you're forgetting your collar stays that you keep in your wallet. And men love this product. And if you wear a suit or tie, you're forgetting your collar stays all the time. So we sell them to hotels. Like Wynn is, I think, one of our largest clients,

and people love the product. So that business has kind of eked along, and we make some good cash flow there. But as I was looking for these businesses, it's very hard. I mean, the business broker, there's so much shit out there. And you got all these brokers. And the brokers are not as sophisticated or maybe truthful as when you're looking at a $1 to $3 million revenue business. It gets a little more sophisticated.

But I think one of the things, I don't teach that you need to build a billion-dollar business. That's the world. In the VC business, these VC funds need a billion dollar exit. That's a weighted average game. Seven to ten deals go to zero and you feel really stupid. You think, oh, this is going to be great. But I love the cash flow businesses. And a part of the mentoring that I do, we have interns every summer, 36 interns from kids around in, from different

universities around the country. We had 7,400 applications this summer for our program. That's awesome. But I, and I tell people there's nothing wrong and it's awesome if you can build a business that's a million dollars a year. You don't have to go for the home run and be successful. Yeah. Well, and we know as business owners, most good businesses do 20 to 22% profit, right? Yeah. If I build a business that revs a million, I should be making close to a quarter of a million dollars a year. Quarter of a million dollars a year is a lot of money for people. And if I can buy or build that business for zero funds,

that's a phenomenal business that gives me money for my family, that gives me money for my hobbies, all the things that I want to do. And these small cash flowing or boring businesses, like again, you can go in and buy them and not need any money down. You structure the deal, right? So you're looking for seller financing. You can come in with very little money. You can take that business, make a few tweaks, change the revenue, change the bottom dollar. And all of a sudden the business that was doing a million is now doing 1.8. It was cash flowing 15%. It's now cash flowing 20. It costs you no money and you're doing $2 million. Your profit's 20%. You did 400K that year and you spent $0. Those are the sexiest businesses for me right now.

We have about 10,000 businesses a year or a day that are selling that are boomer businesses like that, like the small one, two, 3 million rev businesses. Those people, if you structure a deal with them, you can come in with very little money, have the business fund the buy, and then you can take it over, build it, take the money that you're making ultimately, pay the business off, cash flow, and it didn't cost you any money. Let's talk about what it takes to be successful. You've said that relationships are critical, which I think they are. And you reach out to a certain number of people every day, which I think is great. I worked for a while for one summer the most successful partner in the firm was this guy

Dick Burton and all he did all day long was call people he called clients how you doing checking in and I thought it's brilliant I do that sometimes not on a metric basis like you I think it's really important for business relationships friendships why do you do it and who taught you this awesome? So I teach two really, really important principles. Number one is, is your marriage relationship will always be an indicator on your success across the board. I've never met a human being who is successful across the board that wasn't first successful in their marriage. So for me, when I start mentoring, one of my first questions is, how is your marriage?

And if it's garbage, that's the first place that we start. You've actually told people you shouldn't be married. Yeah. Oh, yeah. Which is an ultimatum in one case. It's a hard conversation. In fact, I told somebody last week, every week I do coaching calls in Limitless Society and there was 300 people on the call and this guy kept telling me about how horrible his marriage is and I told him all the things he needs to do and he's like, I'm doing all those.

And I said, okay, that means that this is not a marriage you should be in anymore. And I did it in front of 300 people. That's not a fun conversation to have. And I'm not telling people that if you're not happy in your marriage, you should get divorced. What I am saying is, is your marriage is the number one indicator for how successful you are in any relationship and how successful you are across the board. And if you put in the time and energy there, you automatically would put the time and energy into everything else. I always tell people, this is a really simple fact. As human beings, we have this

much space in our brain. Like this is not very much, right? It's six inches between our ears. If you are filled here with the chaos of your marriage, how much time and energy do you truly have to make the right decisions pertaining to anything that you want to be successful? If I can clear this space and make your marriage better and clear this whole space out of the issues that you have in your marriage, you'll ultimately be a better leader, a better CEO, a better partner all across the board. So I tell people, number one is relationship that you're in, which is the most important in your marriage. Number two is if I can't build a beautiful marriage, I can't build a beautiful relationship with anybody. So again, if my marriage is in shambles, most of the time, it's two people, it's not one,

and you have issues yourself that we must work through. As we work through those with you, you will become a better friend, a better partner, a better CEO, and all the relationships around you will get better. And I tell people this all the time, Your network is your net worth. Everybody's heard that. Well, if my network is filled with beautiful relationships, I make more money. But people don't realize that if you don't put in all the things that you want, you're never going to have those relationships. And again, it goes back to the platform of your marriage. You can't make your marriage good.

You're not going to make that relationship good. And that relationship is going to make you a ton of money. So fix this, fix that, and watch how your income starts coming and changing exponentially. I've interviewed a ton of people. I've done a ton of mentoring. When I did my research on you and I heard you say that, I thought that was brilliant. I thought it was genius. And I think it's right on.

What about for all the people who aren't married? So for the people who aren't married, because again, we have this conversation, I would tell them the number one most important decision you'll ever make in your life is the person that you're going to be with. When you're young, there's two voices in your head. It's your parents and it's your own, right? And then as you grow older and you move out of the house, there's only one voice in your head. It's your own. And it usually comes from your parents. And if that was a shitty voice, you should work on that. Once you've worked on that and you've changed that voice here, you realize voices in your head are really important. Well, then when you get married, the next most

important voice is your spouse. If you think that your decision for who you're going to spend the rest of your life with, who's going to be the voice in your head as you build your empire, is not the most crucial thing and decision you could make. You are crazy. So for those who are single, those who are divorced, the next most important decision you'll ever make in your life is the person you're going to spend your life with because that person is the second voice in your head. So when I get with people that I mentor and I ask them, how's your relationship? And it's garbage. I already know the second voice is garbage in their head. I know all the decisions they're making are based off of that voice. And if you are the sum total of your thoughts, you're the sum total of those voices. So if those voices aren't important to you, you're never going to be where you want to be. That's why making the decision to be with

somebody for the rest of your life is so crucial. So my advice for people who are single, you should take this decision very, very seriously. You should number one, become the person that you want to be with. Don't look for somebody. Become who you want to be with. Then, in becoming that person, you will attract that person. I see shitbag people all the time saying, I want a great marriage, I want a great wife. And I'm like, you're a horrible human being. You think you're going to attract that? It's never going to happen. The best advice anybody's ever given, Jim Rohn said, you must stop pursuing success. You must attract it. And how do you do that?

You become attractive to it. I become attractive to those that I want to attract by becoming what I want. If I'm a horrible person and I'm a liar and I'm out of shape and I'm just got a horrible mindset and I want the best wife in the world, how am I ever going to get that? I could seek it. I could pursue it. And I'm going to spend the rest of my life chasing garbage or I could become it. And in becoming it, I will attract it. And then all of a sudden, the person that I want to be with will come to me. And that is the most important decision you'll ever make. That's why personal development is so important.

Let's shift to something more tactical that we can control a little bit more. I think for me, one of the core ingredients of my success has been something called extreme preparation. So when someone's preparing one hour for things, I may prepare 10, 20. We did a presentation for Marriott, for my beaches company, Sandy. We've created a Yelp for beaches. We've cataloged over 100 categories of data for more than 100,000 beaches in 212 countries for the beach tourism business, which is $5 trillion a year. We prepared 70 hours for this thing, maybe even more.

How important has extreme preparation been for your success? And can you give some examples? So I would tell you the only reason that I believe in extreme preparation is because I was the opposite of it for so long. I would see something and I would just go do it without actually preparing for it. And I would always fail. I was always hit with roadblocks. I was always hit with issues. And even though I worked myself out of it, because I'll just work myself until I get to the answer, I get to the solution. I realized through that long journey of no preparation, that if I truly, truly want to be successful, I must first prepare to become successful.

And that is a very, very specific preparation. Like you don't get to say, I want to build a billion dollar company. I need to do this, this, and this. You have to be very, very specific in the preparation that you're making. You can't give, again, metrics and actually see progress if you're not specific as shit in what you're going to do. Preface to launching the company, preface to launching whatever it is you want to be successful in. So now for me, I ask the question, am I willing to put in the work first to prepare to accomplish whatever I want to accomplish rather than saying, oh, I want to accomplish that. Let's go accomplish it.

The changing of that and shifting of that has put my mentality into, are you willing to prepare to do what you must to get what you want? And if I'm not willing to prepare because I know how much time it takes sometimes, I write it off completely. If I'm not willing to actually put in the time first to prepare, I won't do it anymore at all. I'll just say no to it. So let's talk about this crazy post you did

that you wanna make 10 people millionaires and you put this out, you have 6 million followers and you get 12,000 DMs back. Yeah. What was that about? Tell us about Limitless Society, because I know we're getting to the end of our show today. So about two years ago, I was faced with building more companies. I still actually continue to build. I'm launching a company next week. I got into a place,

a conversation with my wife, and I was like, I'm not tired of building companies, but I want to do something bigger. I want to do something better. And she said, well, what is that? And I said, I think it's building people. I want to build people to become something better. And so haphazardly without any preparation, I literally put the post up and I was like, I'm going to make, I'm going to help 10 people become a millionaire. I don't even know how I'm going to do it. I'm just, that's what I want to do. If you want to be that person, message me. I had no idea where I was going with it. Well, of course I had thousands and thousands of DMs. I want to be a millionaire. I want to, you know, and I started talking with people and they're like, how are you going to do that? And

then I was faced with the question like, oh shit, how am I going to do it? Well, within a few days of that time, I sat down with my wife and I was like, I need to build a program. I need a mentor. I need to build something that can teach people how to get what they want, which is money. And then in that preparation, I came up with Limitless Society. And I thought, how can I serve the masses? Well, I can bring them into a group. I can teach them principles, mindsets, and habits that will allow them to implement on a daily basis that will lead them to becoming successful financially. And I realized financial success is based off of four other pillars. I kind of came together with five pillar piece, and that is you must physically be healthy, mentally be healthy, emotionally be

healthy, spiritually be healthy, and then you can become financially healthy. So in creating Limitless Society, I kind of put together the work that it takes for a human being to take them from where they are to where they want to be. And that whole journey was Limitless Society and the program that I set up to help people. So we launched Limitless Society. It was $2.97 a month. You come in. We meet every single week. I teach

all of these things. We bring you into an app with other people that want the same thing that allow you to connect. And then it just caught fire. Everybody wants something greater, but I'm looking for those who are willing to put in the time and the energy and the money to invest in themselves to become something greater. So that's how Limitless Society was born. And from that time until today, it's just been one of the fastest growing coaching groups in the world because I have shown people like, hey, I can help you. And it's more important to me to help people now than it is to build more businesses.

I'll always build businesses. I love doing it, but I like building people. And when I realized that, I fell in love with mentoring and coaching and helping people. And then within the first six months, I started to get messages like, dude, I've been implementing everything you're teaching.

I'm literally going to make a million dollars this year. I had people that come to me that were $60,000 salary jobs going, Keaton, I'm gonna make $280,000 this year. I had people that come to me that were $60,000 salary jobs going, Keaton, I'm going to make $280,000 this year. And all of a sudden I started to keep track and we hit 10 people within eight months. And I was like, this is so much bigger than I thought it was going to be. So then the next post was like, I want to make 25 people this year a millionaire, same thing. People started rolling in people making good money now, a hundred, 150, 200, 300. And then they exponentially started to grow.

And then I realized for the ones that are really serious, the big ones, the big players, I want to mentor one-on-one. So I opened up my mentoring for one-on-one and now my mentoring one-on-one has a very high qualification, but I essentially take people and 10 X their personal income. And you have to make at least 250 K before we even have that conversation. Cause there's just, there's levels, right? And then I started mentoring one-on-one and one of my first one-on-ones, he was making $250,000 a year in a beautiful business. In six months, we 10 X his revenue, which 10X his income.

He came back to me in tears and was like, Keaton, I'm literally, I just signed my first check of $190,000 in one day's worth of work. He's like, I'm literally going to make over a million dollars this year. This is the craziest thing ever. And I was like, I love it. I want to do one-on-one mentoring and I want to do group coaching. I want to get everybody at every level to exponentially grow, whatever that is. And that's how Limitless started. Yeah. It's been fun for me to coach. So I've been coaching and

mentoring for free. And when you can make a material difference in people's life, this guy reached out to me on DM maybe two years ago. I listened to your show. I loved your show. This guy was a violinist from Brazil, toured the world at 14, went to Yale on a free scholarship, Harvard Med School on a free scholarship, and Tufts Pediatric Dental School on a full ride. He's in Graham Rappers, Michigan, making $540,000 a year. And he says, I've got business, and I want you to coach me. I'm reading this for the first time. I have a pretty good resume, but you've got a really good resume too. Can I help this guy? And in 11 months,

his net worth went from zero to over $10 million. And I was going to do a testimonial for me on his website. And is that not the greatest accomplishment ever? The greatest thing. And the model I set up for him, it should work where in two or three years, it could be worth 20 or $30 million. So awesome.

It's so great. And the thing is, you're somebody who's made money. Like, it's fun to make a million dollars. But I'll tell you what's funner. Having somebody who's never made a dime make a million dollars. Yeah. It is so enjoyable to watch. One of my very, very first people that I met with, 18- girl, she was detailing, uh, uh, and wanted

to start her own mobile detailing. And I was like, I'd love to help you. She was making 15 bucks an hour. I said, let's put this business together. Let's do this whole thing. Blah, blah, blah, blah, blah, blah, blah. I still remember. In fact, I screenshotted it. She sent me a text four months in and she said, Keaton, I just made $38,000 this month. And she was in tears. Like I just went from making 2,500 bucks a month to $35,000 in less than four months. Like that's life-changing money. And I think she's on track now to do a million. And it's like, that's why I do this. That's why I enjoy this so, so much. There is nothing more fulfilling after you've taken care of yourself to help other people to be able to take care of themselves, their families, and the people in their circles.

That's great. And I'm sure, I mean, you have a lot more followers than I do, but I've had a bunch of situations, well, not a bunch, four in particular, where people have come up to me. And in some cases, two people that I know not very well, but well, have come up to me and in some cases two people that i know not very well but well have come up to me crying yeah and said i listened to your show and blah blah blah blah blah and you changed your life i wouldn't have done this or done that um and man it's hard not to cry back oh by the way i always do oh my god i always shit just try to keep it together yeah i i don't ever not like i always hug them and cry with them. And I'm like, I'm so

proud of you. Look at what you've accomplished. And it's not because of me. I just showed you some stuff that I've learned and you implemented it and look at what you've done. You're way more better. You're better and more talented than I ever was. And look at what you've accomplished. It is by far the most fulfilling thing that I've ever done out of all the businesses and all the money I've ever made watching other people succeed and change their selves and become the generational, the one that Ed Milet talks about, there is nothing more rewarding than that in the whole world. So let's talk about mentors and Ed, who's been a mentor to me. I know he's been a mentor and a friend to you. How important are mentors in our life? And I want you to talk about

you flipping him upside down and the copter and him screaming the whole ride. Tell that story. I tell everybody now, I never had a real mentor when I was younger. And I think today I would be a billionaire if I would have invested my money when I was 22, 23 into a mentor. I've been fairly successful and I did it on my own back. And not until two years ago did I realize when I got in this space, I need a mentor. Every human being on the planet that wishes to become something greater needs to have somebody with vested interest in them to show them what it is they need to do. And a mentor is that person. Now, picking the right mentor is a whole different scenario. There's a lot of mentors that are full of shit. Now, picking the right mentor is a whole different scenario.

There's a lot of mentors that are full of shit. And to pick the mentor that you want, you should pick the person who has the life that you want. Not someone who's made a ton of money or someone who's in phenomenal shape. But when you look at their life as a whole, is that what I seek? And if it is, I will pay you to show me how to get it. And I want a shortcut. That's what I'm paying you for. I want you to give me the things that I need to do to get that. And for me, when I realize that, I spend a ton of money on personal development.

I spend a ton of money of trying to grow my business, myself, every aspect of my life. And I surround myself with people like you who are mentors that can step in and say, hey man, I think you need to do this, this, and this. And if you do this, I promise you it will make a difference. And it does. It always makes a difference. So everybody who watches your show and who's listening to this, if you don't have a mentor, and by the way, if you're not investing in them, they're not a mentor. I know people say this all the time. Well, he does it for free. No, it's a universal truth that when you put money into yourself, everything begins to

happen for you. And most people think, well, I have a mentor gives me advice. No, pay somebody. It's an actual investment into the universe that you're saying, I'm worth that. I'm worth that money. And I know if I put it out there, it's going to come back. And when you do that, you watch everything just starts to grow and grow and grow. And for me, again, I've had a few mentors across the board and it's just been phenomenal.

Anybody listening, if you don't have a mentor that you're paying, get one and watch how well you succeed and how much more effectively and efficiently you make money because you learn what you need to learn that you otherwise would have taken two, five, 10 years to learn. That's why for me, it's so crucial. And then, like you said, you get to spend time with your mentors and have tons of fun. I had Andy Frizzella and Ed Milet in the Blackhawk and came to one of my parties. The helicopter, for those people who don't know, you have a helicopter. I have a helicopter. You fly it.

We flipped them, not upside down, but sideways and scared the shit out of them. And it was a blast. But again, I get to have those experiences because I'm willing to invest in those people to be a part of my life. Right. Shout out to Ed. He's been a mentor of sorts to me. And I remember playing golf with Ed years ago and we're

out on the golf course and man that guy can crush it he's a great golfer too I don't know if you're a golfer or not I'm not a golfer so I don't know he's I'm I'm a horrible golfer he's a really good golfer but I saw him go for maybe 400,000 followers to who he is today the best motivational speaker in the world and at some point I said I want to do that and I want to be like Ed and it was very generous being on my show uh I needed it. And so you always remember people who did nice things for you. Absolutely. Absolutely. And that's the coolest thing too, is like along with paying for a mentor, pay to be in the right rooms with the right people, because the people that you're around are the sum total of who you are. So be that person who

invests to be in those places. And so talk to us how someone would become a mentor to you. One of the things, a mentor for you, well, let me back up on saying this. I think for people who can't afford to pay, so I'm talking about young professionals, right? And I've maxed out on LinkedIn now, I've got 30,000 and we have to

delete people who aren't relevant to let new people in. And I don't know any of these people. Maybe I know 1,000, 1,500. But people say, oh, I'd like to have coffee with you. And I'm like, man, I work 70 hours a week. I got five kids. I got philanthropy. I'm writing a book. I'm doing my show. I'm working on my coaching business as well. Like you, I'm trying to, you're, I think, a couple years where I want to be. You know, you're doing a great job. And congratulations, by the way, on all of your great success. But I tell people, you got to earn the mentorship, man.

You can't just send me an email on LinkedIn and, you know, do your research. Yeah. So this is what I say to that because a lot of people say well what if I don't have the money or what if I don't what if I can't afford it and this is a really hard conversation to have for a lot of people because they're not ready to have it but the truth is is I don't want to spend time with you if you're not willing to invest and even if that means going into debt everybody in our society is totally

okay with an 18 year old taking out a $40,000 loan to go to college. Everybody's okay with that because they think that college will help them get the degree and the job that they want. But yet those same people will tell me they don't have enough money to hire a mentor. And I just say, well, that's the barrier of entry. If you went to college and said, hey, I can't afford college, but I still need to learn. Can I just come for free? They would say, no, it doesn't work that way. You must first invest. And then once you've invested, you'll grow. That's the truth. I know crackheads in Las Vegas that have zero dollars, zero food and zero home. And somehow they get crack every single day. So if you're telling me that you can't afford to get a mentor, you're telling me that you don't believe that you are worth the

investment because I know anybody can come up with money to get what they want, plain and simple. So when I have those conversations, that's how I sift through those people. If you are not willing to pay and invest in yourself to have something greater, I don't want to spend my time with you. I just don't. And again, that's a hard conversation, but that's the barrier of entry. I think when you're successful, there are the haters. People will criticize you. You've also said something profound that I think if someone's criticizing you, you should really take it and think about it rather than just say, I mean, most people, instinct is brush it off, defensive. What about criticism? The greatest mindset you could possibly be in is an open mindset to all

things. Anytime you're closed off to an idea, you're in the wrong position. So if somebody comes to you, even if it's out of hate, spite, and jealousy, and they bring something to your plate and you brush it off, you're brushing off an opportunity to learn and grow. I know lots of people that bring things to me that I don't agree with anything that they're doing. But for me to brush off the information they're bringing me, also I brush off an opportunity for me to grow. Now, I'm not saying you take everything that every hater has to say, but I do think it's really important to have that conversation internally and ask the question, hey, they brought this to me. I don't agree with them. I don't like them. And I don't even want to have a conversation with them,

but I am willing to be in an open mind all times towards growth and progression. And if they're saying it and they're saying it, maybe I should internalize it and see if there is truth in it that I can learn from and grow from. And that's how I take everything now. Now there's a lot of hate, but go through it, sift through it, ask yourself internally, like, am I, or should I, and then move forward with it. You either devour it or you spit it back out. But keep an open mind to everything. Why would you not? It doesn't make any sense if you want to grow. We're getting toward the very end of our show. You wrote a book on a divorce.

And it's a very insightful book. We're giving advice that are very hard for people to follow. I've been divorced. We're in a very similar situations like we talked about. I'm in second marriage. I've got five kids. You've got five kids, kids from both spouses. If you had to give one message, because we could be here for two hours talking about this book and all the lessons, and you've been through it, I've been through it. And what are two main points coming out of that book? Because there's people listening to this show who are divorced, are going through, I have friends going through eight years now in the divorce. I would actually sum it down to one. There's a whole chapter on emotionless decision-making. If you seek to be a leader, if you seek to be a good man or woman, you need to become predictable. And the only way that you become predictable is by being someone

who makes decisions based on fact, not on feeling. I teach all the time that you should learn how to control your emotions. Now, I'm not saying you're not going to feel emotions. I'm saying once you feel them, do they dictate your actions or do they not? And the best piece of advice I could give anybody going through a divorce, working through a divorce is, not? And the best piece of advice I could give anybody going through a divorce, working through a divorce is, are you making the best decisions for you and your children and even your ex-spouse, or are you making emotional decisions? Most divorces drain people because they're making emotional decisions. Most divorces ruin families and ruin children because two people in their own emotions are making decisions based off of those emotions. If I seek to become a better human being, I must become predictable

to those people that I lead. I am not predictable when I'm basing everything I do off of my emotion. So learn how to fill emotion, pull emotion, and make decisions based on facts. If you do that, you become predictable. You avoid a ton of nightmares, tons. You ruin less lives and you're able to move forward in a productive way, which is what all of it is. The divorce, the marriage, it's over. Let us move forward in a productable way. And the only way to do that, withdraw your emotions. I know it's hard. People sitting here listening are like, I can't. She's a horrible human. She did this.

She did that. Don't care. You want to be productive? Pull your emotions and make the decisions based on facts. Don't make them based on how you feel in that current moment. My rabbi said something very profound. He said it at our wedding. And he said, two most important words in a marriage are, I'm sorry. So you talk

about apologizing. How important is apologizing to our success? Then you talk about it in a divorce situation, apologizing to two people. Yeah. The greatest leader is the one who recognizes their own faults and their own weaknesses. And in recognizing them, you also try to make retribution for them. And when I make mistakes in my marriage, with my children, in my business, with my partners, with my employees, I should be the first person that steps up and says, hey, I made the mistake. I take the ownership and I am sorry and I will fix it. Without I'm sorry,

there is no ownership and there is no fixing it. It's the beginning to ownership. So for that, like if you're not willing to be the first person in an argument, in any discussion, in any problem, any weakness to say, I'm sorry, you're going to be stuck in your ways for a long time and you're never going to progress. So one of the other profound things that you said is apologize to yourself. Yeah. Which is something that I think people don't do. Forgive yourself. Yeah. Learning to love yourself is learning to have real conversations with yourself.

And you should apologize for your, you should. We make tons and tons of mistakes. And as human beings, we like to hold on to mistakes and those create traumas in us that later in life show. If I can forgive myself by apologizing to myself, like that's everything. Building a place that allows you to heal is the most crucial thing you could do for all the traumas that you deal with in life. Most people carry traumas all day, every day, and then they just bleed onto everybody else. If you can get into a situation where you look in the mirror and have a loving conversation of,

I'm sorry for what I did. I accept what I did. It was a mistake. I'm sorry. I'm forgiving and I'm moving forward. That's when you truly start to work on yourself. And that's when development, personal development really starts to grow and everything in your life changes. A lot of people watching the show, I think most people, I'd say 99% of the people on the show want to be wealthy, financially wealthy, by the way. And they think about that first. We all like material possessions. You have some nice ones. We're in this incredible home that you have. You have a helicopter. You've got car collection. You've got a Lambo, I think, coming in the garage to be filmed later on. Does money and material possessions make us happy?

Absolutely, it does. A lot of people say money doesn't make you happy, and I say you haven't given enough of it away. The truth about money is money is only one thing. Replace the word with money as a tool. If I replace money and I put that word in there as a tool, why do I want to have a tool? Because a tool allows me to build whatever I want to build. Happiness, peace, joy. And it allows me to build what I want to build with those I love.

My family, my friends. If you look at money as a tool, the greater you refine that tool, the more work you can actually get done. I'm rich and I'm happy because I'm able to use money as a tool to build my empire, to give my children what I want to give them, to give my wife the life that I want, to give my friends the things that they need. And I tell people that all the time. If you don't think money brings happiness, you have not given enough of it away and used it as a tool. Rather, you have hoarded it to yourself. One of the greatest sayings, and I'll probably butcher it, it's money is the greatest servant and the worst master. And most people use money and think of it as a master.

When you look at money as a servant, the more you make, the more you can be a servant and you can serve other people. The reason I wanna be filthy rich is because there's millions of people I wanna serve. So I look at money and my happiness as tied to how much I'm able to serve. If I don't have time because I

don't have money, I can't help other people. When people in my atmosphere need help, I'm not able to help them because I haven't made the money that I need to make to help them. So when I look at things as a whole, money, the tool, yes, that tool builds happiness. We're really towards the end of our show now, and you have a great motto. Why don't you share your motto with everyone listening? Which motto? You can have or do anything you want in life if you put your mind to it. Okay. So I live and die by, and I'll tell you the preface to the motto. The reason I named my coaching group Limitless Society is I believe in God and I believe

that God is our father. And that means that I'm literally his son. I'm heir to him. That would mean that I have the ability to do anything I've ever wanted in this life. I have the ability to create and build anything that I've ever wanted in this life. I have the ability to create and build anything that I've ever wanted in this life. And that's how I live now, knowing that I have full potential to do anything. And every single person around me has the exact same potential. It's limitless. But I must first accept some really, really truthful core values, which is, again, God's my father. And if he's my father

and I'm heir to him, there is no limitations on what I can accomplish in this life. And as soon as I actually gather that in my mind, I can actually achieve it. You said that you could play for the Los Angeles Lakers, even limitless goals like that, if you devoted enough time, and I'm saying to you, Keaton, for real? Absolutely. I could do anything that I put all of my time and energy into. Like if today I wanted to go play in the NFL, I wouldn't want to play basketball because I don't like it. But if I wanted to go play in the NFL and I took the next 18 months and I put all of my time and energy into it, you're damn right I would get on the team, 100%. There is, I believe in no limitations.

I just don't. At some point, you have to accept that the only limitations that you have were given to you at some point and you've just retained them. One of my favorite things in the whole world is in the 1800s, somebody decided that they wanted to fly with the birds. Just like saying, I'm going to go play in the NFL. And everybody around him was like, no way, that's crazy, it's not going to work. And then they came up with the helicopter. And today, I get to fly with birds because in the 1800s, somebody was delusional enough not to believe in limitations. And when he was walking around telling people he was going to fly with birds, they didn't

really have vehicles back then. But he decided, that's what I want, and I know it's possible, and I want to accomplish it. Everybody thought he was delusional. Everybody thought it was crazy. But today, I can literally pick up at any time I want and just go hang out with the birds. That's the same thing that I teach. You can accomplish anything. It may take time. It may

take more energy and more work than you think, but it's all possible. And anything that I set my mind to, if I'm willing to put in the time and energy, I can accomplish. It doesn't matter what it is. So I conclude every show with a game I play called fill in the blank to excellence. You ready to play? Yeah. The biggest lesson I've learned in my life is find discipline. My number one personal goal is number one personal goal. I would say it changes on a yearly basis. Every year I have a new personal goal. So if I summed it up, it would just be accomplishing everything that I ever put my mind to.

My biggest fear is? Not getting out of life what I was meant to get out of. My biggest regret is... To this point in my life, I don't have any regrets. I'm very happy with where I am today, and I wouldn't be where I am today if I changed what I did in my past. And who I am, I'm so happy and grateful for that I don't find regret in anything in the past. The craziest thing that's happened to me in my career is?

Helping thousands and thousands of people succeed in their life. The funniest thing that's happened in my career is? I'd probably say going to jail. Fun? Yeah. Well, funniest. Oh, funniest. Yeah. Funnest thing? Oh, I couldn't even. My whole life is fun. Every moment of my life is fun. So, I mean, I live literally from fun to fun to fun. The one material possession that I've thought about buying in a

long time but haven't is? That's my end goal. My end goal is a very, very big yacht. I'm going to end this life on a yacht where I don't have any other possessions but my yacht and I travel the world on my yacht. The one thing I've dreamt about doing for a long time but haven't is? Nothing. I don't have any dreams that I don't accomplish. Ten years from now, I'm going to be... Doing exactly what I'm doing now. If you could go back in time and give your 21-year-old self one piece of advice, what would it be? Do exactly what you think you need to do and stop listening to other people. The number one piece of advice that you give your kids is?

Chase your dreams and be delusional. If you could meet one person in the world, who would it be? Alive? We'll go alive and then we'll go not alive. I think I've met everybody that I want to meet that's alive. If I went not alive, I would really, really love to meet Alan Watts. Who is Alan Watts? He's a philosopher, mentor.

I think he died in the 80s or early 90s, he has some really really really cool ideas and philosophies just about life in general and i think it would be phenomenal to sit down with with him for lunch the one question you wish i had asked you but didn't is nothing i think you did great i don't yeah i i don't know if there would be a question that I would say you should have asked. I think the conversation was phenomenal. I did too. Is there anything you want to share with our listeners and viewers today?

Anything you want to promote? Obviously, Limitless Society. How can people find you there? Yeah. The only message that I would want to share with your listeners that ultimately, hopefully, they got across the board. And that is you should chase your dreams. You should realize in yourself what you're truly capable of, because it's a lot more than you can actually fathom right now. You should let go of limitations. Um, I would love

for your listeners to come to limitless society, uh, to find me and to communicate with me. I always get back to every message on my Instagram, which is the period muscle. And if there's people that are listening that loved what essentially I'm doing and you want a mentor or you want to join a group of people that's just phenomenal, you need to get in Limitless Society. Awesome. So much appreciate your time. You responded to me on a DM very, very quickly. We set it up very quickly. Congratulations on your enormous success. I'm a huge fan.

My team is a huge fan. So I'm looking forward to getting to know you better. Absolutely, man. I appreciate it. All right. Thank you so much.