REAL AF with Andy Frisella - Don't Discount Yourself, with Andy Frisella - MFCEO248

Episode Date: July 25, 2018

"Know your worth." That's a phrase I can't stand, because most of the time, people talk about how "worthy" they are when they haven't done anything to justify that claim. But at the other end of the spectrum are people who have a lot to offer, but they don't realize it & take advantage of it. You need to resist the temptation to "discount" yourself in business & life & "price" yourself more fairly & generously. Because if you do bring something worthwhile to the world, you deserve to benefit from that. 

I can stack them hundreds to the roof. I ain't stopping till they stack to the moon. Without me, my family wouldn't have food. Anybody go against me, gotta lose. What is up, guys? You're listening to the MSCEO Project. I'm Andy. I'm your host, and I am the motherfucking CEO. Guys, today we've got a good podcast, but before we do that, I got some housekeeping issues. We don't charge here. I don't run ads. I don't run 20 fucking minutes of ads so that you have to, you know, I can get paid for that, blah, blah, blah. But I do have a fee from you. My fee is this. I ask that if you get value from this podcast, that you tell a friend,

you don't have to tell a hundred friends. You don't have to tell a million friends. You don't have to tell 10 friends, just tell one friend and do it in a meaningful way. We grow this podcast organically. And I feel like a lot of the people who have been longtime listeners. And while I do greatly, greatly appreciate you, um, I feel like that I feel like that maybe we've gotten a little bit comfortable with just kind of going through and having our own little family here. And I'd like to remind you that the purpose of this podcast is to change the culture of an entire generation of people who have been brought up to believe in things that are idealistic. My goal here is to help you guys understand what it really means to be in control of your life,

to be someone who doesn't get dictated to, to be someone who chooses their outcome and how to do that. And I feel like we've done a really good job at that. And I just asked that if you guys agree with me on that, that you please, uh, spread the word about the podcast. So with that being said, uh, I'm joined as always by my cohost Vaughn, the impaler, the pastor of disaster, DJ, DJ, God Vaughn swaller. I'm getting Vaughn Swaller, Vaughn Diesel. What am I missing? Jean-Claude Van Damme. Jean-Claude Van Damme, the man of many names. Right. What's up, dude?

Vaughn Nelly Ice. Vaughn Nelly Ice. Ooh, I like it. Yeah. Dude. Things are good. I feel like it's been like a century since the last time we were here. Guess who I have on the podcast. I've heard this. I'm pretty excited. Next week. Yeah. Nelly. Yep. Yep. Our hometown Nelly. Yep. I'm excited about that,

dude. I'm excited about it too. And you know, I, with two Titanic rappers like Nelly and myself, you knew that it was only a matter of time before we met. Dude, I'm excited because people don't realize that St. Louis, how close and tight-knit it is. It's kind of weird that him and I have not really crossed paths. I'm excited to get to hang with him, but I'm excited more so because I feel like he brought a level of belief to this community. He was good for the community, community man for so many years and like really gave a whole generation uh from this town belief that like dude just because you're from St. Louis doesn't mean that you can't do something big right and uh dude he's you know

people not from this area don't understand that he's a fucking legend here like a local legend because of that not because of his rap career, not because of who he is outside of St. Louis, but because the dude has literally empowered so many people here locally to be something. I'm just excited to hear about that, man. Yeah, me too.

No, I've heard a lot of good things about not just an amazing musician, but an entrepreneur. Oh, yeah. Yeah, hell of an entrepreneur. For sure. Well, and wasn't charlie that was telling us that most people don't know that st louis is a huge hip-hop hub yeah it's a hip-hop hub yeah that's a dude by the way charlie's just now finishing his bike ride 90 days on the bike across america that's

fucking awesome it is if you don't know where oh he's crazy yeah he's in a good way uh if you don't know what we're talking about we're talking about uh charlie jabberley was a uh a guest on our show and i believe the name of that podcast is how to create the life you want dude he just got the cover of runner's world magazine did you see that i did see that that's fucking awesome yeah dude he's he's amazing yeah he's awesome. But dude, I am super hyped about getting Nelly on the show. Yeah, that'll be great. Yeah. So anyway, dude, before we get into the topic of what we're going to talk about, have you noticed how many people fucking keep posting that stupid phrase, know your worth?

Yes. Like, know your worth, know your worth. Do you ever notice that the people who say that are the people who aren't doing shit? Like it's such a pet peeve of mine that fucking phrase, know your worth. Like, and it got me thinking about a lot of things, right? Cause like there's two types of people. There's the type of people who have an inflated ego, who think they're more than, than what they are, right? And those are the motherfuckers posted know your worth, right? Those are the people who constantly post that when in regards to relationships, their career, their job, all the things that they do.

It's like always, you know, it's like whenever they feel like they were slighted. I was talking to my friend Tony today, who's been a friend of mine for a decade at least. And we were talking about how, you know how like people get, like they go to a party, right? And then they, the person that they wanted to talk to didn't go up to them and talk to them. So instead of like going up and talking to that person, they out and they get offended they're like oh that person didn't come talk to me well who the fuck do you think you are that somebody's supposed to go out of their way to kiss your ass and say hi how about this how about if you wanted to talk to someone you walk your little fucking butt over there and you talk to them right you know what i'm saying like it's just, it's just mind blowing to me how many, how much of society's ego is just totally out of fucking whack. Right. Like

they think that there are other people are supposed to come talk to them or, um, you know, other people are sliding them because their worth isn't what they think it is. It's like, dude, how fucking arrogant and egotistical are you? Like, dude. They think they're the center of the universe. Yeah, because the truth is, is that, and we have a whole generation that thinks that, by the way. The truth of the matter is, is that, dude, your worth is your fucking worth. And we have a whole other podcast we talk about this on.

But the world is very accurate at rewarding you for exactly what you're worth. So when these people are posting, no, you're worth, no, you're worth, no, you're worth. It just makes me roll my eyes. Like, how about this? How about humble yourself, motherfucker? You know what I mean? But dude, this is what's, this is the point I'm trying to make. Like it got me, it got me thinking, right? Because we talked about this earlier today and, and this is kind of like weird that this came up as, as a, as something that we talked about earlier today but you know i feel like a lot of people who listen to our delivery on the show specifically my delivery um and the message when they hear me and they hear my tone the first

couple times they're like fuck this guy's a dick he's yelling at me you know he's mean but then when they really listen to the words it's not that i'm being mean or that i'm yelling at me, you know, he's mean. But then when they really listen to the words, it's not that I'm being mean or that I'm yelling at someone. It's that I know that you have what it takes. You have the ability and the resources and the tools to be successful. And the reason that I get excited and passionate about it isn't because I'm mad at you because I think you're a piece of shit. It's because I'm mad at you because I know you're not a piece of shit and you need to get up and go do it. And it comes from a place of love and from belief.

And so what it got me thinking about was this phrase, know your worth. Because just like there's so many people out there that quote unquote have these entitlement issues, right? There's an equal amount of people out there that don't believe in themselves and they don't know their worth. You know what I mean? And that, that part, I think we might miss some of those people. You know what I mean? I like the P it's, it's like the people that should, uh,

like get on or buy, buy books about how to be a better dater or something. They're not the people that actually buy those books. It's the people that really don't need it. Right. That are the ones that get the resource. The same thing with, you know,

just all the dude, it's the same thing with success, man. Like the most successful people I know are the biggest students of success. Right. You know what I mean? Like when I talked to Dean Graziosi or when I talked to fucking Ed Milet and I'm talking, I'm talking to these dudes, I'm not, and these guys are wealthy. I mean, very, very wealthy. Um, you know, I'm not, they're, they're talking to me about what they're

learning. Like I learned this, I learned that, I learned this, I learned that. They're very, very humble at, at, at what, you know, it is that they're trying to do. And because of that is why they succeed, right? They're not up there saying, Oh, I'm, I'm making $50 million. I should be making a hundred. No, my worth. They're fucking saying, Hey, I'm making 50. I want to make a 100. What skills do I need to learn to make 100? Right? Right. So you're basically addressing the people that don't know their worth but should. Yeah.

Right. Exactly. Exactly. And so I feel like there's a lot of you guys listening right now who are, you know, you don't believe in yourselves the way that you should. And you people should know your worth. Right. And we run into this issue a lot when it comes to specifically business, because one of the most frequently asked questions that we get on the show is people.

And I remember this dude. I remember when we first started in business, I felt this exact same way. People feel like they're afraid to charge money for something. Like it feels weird the first time you charge money for something. Like when you're selling a product or like, dude, when you were ghostwriting books for people and shit like that, like, dude, I mean, you remember what it felt like. It's funny you should say that because I literally was just thinking that like the very first time I ever presented a proposal, like to Don, you were scared. I was scared. And I had done all my research and really at the end of the day, what it came down, well, I won't get into it too much, but I thought, you know what? I'm a good writer.

Yeah. And I know I'm going to deliver it. I'm going to make sure that he's satisfied. So I dropped a number that frankly to me was kind of in my mind, it was like, wow, that's the biggest number that I personally have ever. And he didn't even blink. He's like, sure. Right. What'd you learn from that? Oh, I learned that, that you need to, you need to trust that. Well, you need to do your homework for one thing. You need to, you need to consider all the relevant factors, like a sober assessment of your ability, a sober, honest, flatline, realist assessment of your abilities. Yeah. Right. And people, for some reason, this is what we're talking about with this know your worth phrase. They either overestimate it

greatly or they underestimate it greatly. Right. Right. And, and it's funny because like, you know, as someone who deals with a lot of people who propose things to me and want to do business with me, I can see right through which is which instantly. Like I know when someone's greatly underestimating their worth and when someone's greatly overestimating what they can do. You know what I mean? And just so you guys know, the people who greatly underestimate are the ones that I always want to do business with. You know what I mean? Yeah. So how do you feel about that whole under promise and over deliver?

I feel like if you don't over deliver, you're not even delivering what you should. Okay. You know what I mean? Do you believe in the concept of like actually under, like, does that, if you actually under promise? I think you should over promise and over deliver. Okay. There you go.

Like, I think you should fucking tell people what you're going to do and then make sure you do 10 times as much. You know what I mean? Because the problem is, is whenever you under promise, if you've got someone who knows how to present properly and they're even halfway confident, you're, you're going to lose to that guy on the presentation. You see what I'm saying? So you have to figure out how to propose and present properly, confidently, and honestly, and then go out and still over deliver on it. Right. You know?

Right. Because, dude, unfortunately, a modest presentation doesn't get people very excited about doing business with you. Right. You know what I mean? Right. So you've got to be good at that and you've got to understand that. So we're talking about, just let me reframe this just to make sure.

So we're talking about when people are outame this just to make sure i so we're talking about when when when people are out there they're selling stuff they're selling themselves and on some level we're giving them the tips of how not to how to properly evaluate what you're worth and and not to not sell yourself short so the first thing i would say that what what we're this really wasn't even going to be the discussion we were going to have, but it's a good discussion. It's relevant. It's deserving of its own topic. So I think that what we're talking about here truly can apply to both those categories. It can apply to the people who are overestimating and the people who are underestimating. I think it's more relevant

to the people who are nervous and afraid and scared and underestimating their value, but they don't think they're underestimating. They just think they're not any good. So you have to fucking look at what you really do, right? If you're going to be in business, guess what part of business is? Part of business is exchanging goods for money. And I can remember when I first started, when I was, when we first started in business, dude, every time, and like, think how weird this sounds, but every time someone brought an item to the cash register, I felt weird about taking their

money. And what I would do like every time, like every fucking time I would do this, they would come up and they would say, they would say, how much is this? And I would, they would say, I would be like 40 bucks. It's 39 99. And then before they fucking said anything, I would go, but I'll give it to you for 37 99. Right. Okay. And that's because I wasn't confident in what I was doing. I was inexperienced. I, I didn't believe I was worthy, even though then all the numbers, I was charging them a fair price. You know what I mean? Right. Like it was just a, and, and so many, I struggled, like you guys who are beginning to struggle with that. I struggle with that. Okay. That's where I started every fucking time I discount. And you

know what ended up happening? Couldn't pay my fucking bills. Right. You know what I mean? And that's not fair to me. It's not fair to my business partner. It's not fair to the people who work there, which nobody worked there at the time. But the people, I learned this lesson on a very small scale when it was just me and Chris. Some people don't learn this lesson until they're fucking employing a hundred people and they're cutting their margins so short, they can't afford to pay people what they're fucking worth, right? What they're truly worth and what they deserve. And dude, you know, that's not right. Well, and I think too, what people need to understand is that it's kind of human nature.

You start discounting for people. And even if they're good people, people are sharks. Even if they're good people, they'll be like, hey, if I'm going to get a discount. They expect it. Yeah. And if you're going to get an inch, I'm going to take a yard. You're training your customers to expect certain things. You're doing a lot of negative things. One, you're cutting your margins out. Two, you're training your customers to readjust their perception of the value of the service or product that you provide. So let's say you're a bricklayer, right?

And you build these beautiful brick houses. And these beautiful brick houses cost a million dollars. But you're giving them to everybody for 600 grand because you can still walk away with 40 grand or 50 grand from the job and you're doing okay. Well, the problem with that is you're discounting the perceived value of your product. So no longer are you a million dollar brick builder. Now you're a $600,000 brick builder, which places you below in their mind than the other million dollar brick builders, which means your work is not as good as theirs, even if it's better. Right. And it's all perception. So the, so the, so I guess the first step in making sure you're actually

valuing yourself and valuing your worth is number one, very clearly understand, am I really good? Am I good? Am I good at what I do or is what I'm selling good? Yes. And do I believe in it? And does it solve a real problem? Am I really a million dollar brick builder or am I really a $600,000 brick builder that's looking to get to a million dollars? What are you? Where do you stand in the marketplace? And the other thing about this too, dude, is that, you know, there's consumer trust that comes into play here. If you price yourself as a million dollar brick builder and you're a 600,000 brick builder, what's going to happen?

You're going to lose the customer's trust quickly after the first few jobs. And dude, your reputation is ruined. Right. All right. And then the other thing too, is a lot of people mistake experience for skill. Right. All right. Just because you did something for five years does not mean you're fucking good at it. You could have sucked for five years. You could

have been doing all the wrong shit for five fucking years and you could actually not be any good. Yeah. One of the things that I can't stand when people come and present to me on any kind of businesses, I've been doing this for X amount of years. I don't give a fuck. I don't care how long you've been doing it. I don't, I want to see your work. I want to see the price and I want to see it against everybody else's work. And I want it to be better than everybody else's. Right. The first thing I thought of was, uh, how long has Natty Light been around as a company? Yeah. No shit. Yeah. No shit. Although it does have its, it does have, Hey man, you know what? But it doesn't mean it's good. Right. It doesn't mean it's good. Right. Yeah. We're talking about trying to be

good here. Yeah. Yeah. You know, is there a market for cheap? Absolutely. But guess what? That ain't my market. I don't play in that fucking pool and anything that I do, I play in the best pool. I'm not playing in the cheap pool. Right. Right. And I would suggest that you think about that because when you play in the cheap pool you really have no competitive advantage over anybody you're just you have no customer loyalty you have no way to build culture around your brand you have no way to fucking um adjust anything and you're always playing the price point so the minute someone comes in five cents cheaper than you you fucking you lose them and that's's it. I'm like, dude, that's, that means that you're always going to be chasing a paycheck. Dude. One time I had,

I learned this lesson back when I was working in our first store, I had a lady come in and she was going to buy a product. And it was, I remember this fucking specifically, and this is how I cured myself of the problem i just said i where i was discounting everybody dude it wore me the fuck out right because like i'm always having to play this price game we had this other store down the street that was uh you know he was just more established than us and he could price things cheaper than us no matter what it was just the way it was he had more buying power he had more money he had more everything and um he this lady came in and the the name of the store was exercise and rehab it was in springfield missouri and it was owned by a guy named cliff

and he uh he would always undercut us by like 10 cents, right? It was like 10 cents cheaper. So this lady came in and she wanted to buy, I remember the product, dude. It was a Myoplex light 20 pack. All right. They didn't make this fucking, EAS ain't even a company. They just went out of business. So, but if you've been in the fitness game for a while, you know what the fucking EAS Myoplex light is. It's old school shit.

And it was 20 pack and it was the tropical pack. And I remember this. I remember what the lady looked like. I remember what she said to me. And she's like, she comes in and she's like, what's the price on your Myoplex 20 pack? And I says, $29.99. She goes, oh, well, Cliff has it for $29.80. Well, Cliff's store is five, six miles down the road.

Dude, I don't know what snapped in me. And I just looked at her and I said, well, if Cliff's got it for $ for 29 80, maybe you should go buy it from Cliff. And I just fucking said that. And you know what she did? She left. You know what? And it didn't, it wasn't that bad. I didn't, it was just, I was just like so fucking tired of dealing with that shit. And from that point forward, I have never fucking ran a sale ever again in my life. I've never played the price game. I've always played in the price game. I've always played in the quality game. I've always worked to be the best. So I don't have to deal with that shit. If you want to buy someone else's shit that's cheaper, go ahead. I don't give a fuck.

I'm not the cheapest. We're the fucking best. And that's it. Right. And that's how I would brand myself. If I were you right now, I will be trying to figure out how to be the best. There's always room for the best. There's always room to grow as the best. And you're not going to be slave to price fluctuations or getting in petty arguments with your customers about literally 20 fucking cents, right? Well, two things on that point. When I said, you know, I took a sober evaluation of what I was capable of. I mean, this has to be more than just in our mind. You have to have some objective evidence. And for me, it was, okay, I am formally trained.

I got some awards. At that point, I was published in some periodicals and magazines and different things. So I know objectively that there were other people that recognized that I was a decent writer. I think it's got to be more than just... Yeah, about real validation. Yeah. It's got to be more than just, I believe in myself. And I always think of this thing that one of my seminary professors told us a story. He said that there was a guy in one of his classes, he told everybody, oh yeah, I have the spiritual gift of preaching. And apparently he was just horrible. Like literally could not put one point in front of the next. And people would say,

I think you might consider being something else, like maybe a chaplain or something like that, but not a preacher because you're not very good. And he'd say, no, no, no, my mom. My mom says I'm an amazing, amazing preacher. And so- All right, let's stop right there. What your mom and your fucking dad say about you

don't fucking count. Right, exactly. Or your wife, to some extent, because she's your wife. Yeah, whatever the people immediately around you say about you, throw that shit out the window. Right.

This is like the fucking bell curve. But this guy literally persisted. He's like, no, no, no. My mom, I know I have, I know I believe in myself. I know I have the spiritual gift of preaching. And they literally, he's like, all right, well, so the professor's like, well, all right,

I'll try to work with him. So he worked with him for the three years that he was in seminary. At the end of the three years, he was still horrible. So he sat him down. He said, I'm telling you, you're not cut out to be a preacher. And he goes, no, no, no, I'm absolutely convinced I have, I know I have the gift of preaching. And so my seminary professor says, okay, well, let me put it this way. No one I know has the gift of being able to listen to you. So, so it just, it has to be more than just some sort of internal commitment to yourself or the people in your life that are already supposed to love you. It's got to be a realistic, it's got to be objective evidence. Yes. So a hundred percent.

And so many people believe their moms and their dads and their sisters and dude, those motherfuckers just want you to feel good in the moment. Right. That's it. I mean, dude, they love you. You love them. Yeah.

Their opinions don't fucking count. Unless it's your dad. Right. In which, well, my dad's different because my dad will tell you you're a piece of shit. And that's what I love about my dad. Like if I suck at something,

he'd be like, Hey, here's what you got to do. You currently suck. Here's what you got to do. Get better. Yeah. Yeah.

Yeah. Dude. I remember one time I was wrestling, dude. I had to wrestle this motherfucker who was literally undefeated for four years in high school. Dude, I remember him being like, me getting off the mat, and I lost. I didn't lose very much, and I lost that match. I remember getting off the mat, and I expected him to be like, I expected him to be like, you know,

you fucked up here, you did this, that, this, that. Well, this dude, this dude ended up playing NFL.

He was a fucking freak. Yeah. And he looked like he was 60 years old when he was fucking 15. And, uh, 240 pounds, just fucking jacked.

I came off the mat, I was pissed. Dude, I expect to fucking win, dude. Right, right. You know,

even though this guy was literally built like a 30 year old man, you know what I mean? Wow. So I come off the mat. I was pissed, dude. I expect to fucking win, dude. Right, right. You know, even though this guy was literally built like a 30-year-old man, you know what I mean? Wow. So I come off the fucking mat and my dad looks at me and he goes, I wouldn't have got on the mat with that guy. That's great. I'm like, fuck you, man. Like I was so pissed off because I didn't want to get on the mat with him either. That's awesome. Side note, hearkening back to what you were saying earlier about people thinking

you're a dick or something. I have to admit that it took me about a year before I understood that pay attention, you motherfucker was actually your way of saying, listen, buddy. Yeah, right. Yeah. And I think once people understand that truth is truth and you can't- Well, do they do that shit whenever I go speak live? Because when I speak live, I refer to the audience as, listen. Or I'll say, you motherfuckers don't blah, blah, blah. And they think I'm like, half of them are like, holy shit. The other half are like, oh, that's Andy.

Yeah, right, right. No, it's great. I just thought of that. But in any case, okay, so number one- You got to know if you're fucking good or not. And if you're not good, guess what? You can get better. There's very few cases in life that you can't drastically improve your skill set. You know if you're fucking good or not. For real. And if you're not good, guess what? You can get better. Right.

There's very few cases in life that you can't drastically improve your skill set. And like we talked about in the last podcast, you can't expect to be good at what you want to do the first day. Right. I was fucking terrible. I just told you how I was when I started entrepreneurship. I was giving shit away for fucking free just so people wouldn't be mad at me. Right. I was the biggest pussy on the face of the earth. So if you don't think that you could

become something and I became what I'm doing, you know, which isn't a ton of shit right now, I'm doing something you, you fucking could do it. You know what I mean? And so you have to put, you have to put in the work. And I think that's the second point, right? And everybody talks about this shit. You got to fucking work hard. You just got to work hard. Like you've got to fucking work hard because even if you're really good, even if you have, it's just like these guys that play in NFL who have all sorts of fucking talent, but zero work ethic. Yeah. They make it to the NFL, but what happens to them? They end up getting beat out by some rookie or they end up pissing away a hall of fame career, or they end up, you know, turning into something that, you know, it's far less than everybody knows they could have been all because

they don't have the work ethic. And I mean, dude, we see it in everything. And like, I would personally rather be someone with less skills that has to work harder than someone with super talent because the guys with talent, they start relying on the talent so hard that they don't develop the work ethic. And, and dude, the work ethic is what's going to carry you for the next 70 fucking years of your life, right? The work ethics, the, the, what's going to get you what you want, not now, but forever. And like, dude, developing that skill is, is, is a super important part of the, of the deal. And like, dude, everybody that skill is a super important part of the deal. And like, dude, everybody likes to claim that they work hard, but do you really work hard?

Do you really work hard? Or do you pretend to work hard? Because right now, dude, everybody on the fucking internet works hard, right? Right. Everybody hustles. Everybody grinds. Everybody does all this. And like, dude, you know, it's bullshit. Right. Okay. It's just

bullshit. That's such a good point though. I mean, you know, you, you and I both, but like, dude, you could trick yourself into believing it. Like people, people will post about how hard they work. And then when you ask them if they really work hard, they'll say yes. But then when you ask them what their day's like, they don't do shit. Right. You know what I mean? So like, do you really work hard? Like, are you really doing it? You know? Right. shit right you know what i mean so like do you really work hard like are you really doing it you know right uh you know you and i both like to read a lot and uh we both like to read biographies about like these you know outliers and overachievers and that's stuff like that and dude i i gotta be honest with you more and more i mean it's all over the place every time i read about somebody great who's really made an impact, they really don't. Another phrase that everybody uses is, I believe in myself.

But I don't feel like the people who are really out making the greatest impact are saying, I believe in myself. What they're saying is, I believe that I will do the work. And that's where my confidence is. Or, I believe I can get there. Right. I can't, like, like. Well, what I'm saying is is they're not putting what i'm saying is they're putting they're putting their faith in their ability to outwork not to be like intrinsically

smarter or better dude that's what they're putting yeah but real successful people also you have to like you have to like you have to baseline understand before that statement that they're truly successful people understand that it is a cause and effect relationship. They don't believe in the magic. Right. They're not out there saying, Oh, I got lucky or I fuck. They might say that shit. So you fucking buy their programs. But dude, the successful people I know understand that if they do this, this will happen as a result of that. And, you know, they put the faith in the work, right? So they understand that if they do the work, the result will be there. And they believe in their work ethic and their ability to do that work. Therefore they believe that the result will happen. Right. Right. So you, you know,

that's something that people have a hard time gras. Right. So you, you know, that's something that people have a hard time grasping because they don't, and their heart truly believe that if they do the work, the result will happen because they haven't had enough experience to see that's what it is. When I was young in entrepreneurship and I'm still young, but when I was young in entrepreneurship, I was 20 fucking years old, 19 years old, you know, even until I was probably like 27, 28 years old, I truly believe that there was a mystical force and how I fucking saw it in my mind. And everybody sees it differently was I used to look at it and I look at a group of people and I would think about it like this. And like, I don't know if everybody thinks about it like this is how I thought about it i would be like man i wonder out of these hundred people who who who are the three

that are going to be the millionaires and i'd like and i would think of it the reason people i say success fairy so much is because i envisioned it in my brain as like a little tinkerbell success fairy that like went around and tapped somebody on the fucking head. And then the universe somehow put the stars in alignment for them to become successful. And that's what I fucking believed. So I was doing all this work, but I didn't believe that if I did it, I would still get there. I believe that, you know, if I did the work, um, maybe like, I guess I fully didn't believe in it. You know what I'm saying? I fully didn't believe in the work. Yeah. All right. And until I truly fully believed in the work, um, I struggled, you know, I had a hard time because I was putting some of the responsibility that should have been on my shoulders onto this mystical, unforeseen success fairy force. Right.

So like when I say this shit to people, like they think I'm just like yelling at them, dude, I'm really like yelling at all the people who were just like me. Like, dude, don't believe that shit. Cause it's not true. Because once I started having the faith in the work and I started becoming a student of effective work, meaning I didn't work a hundred hours a day, I worked to get shit done. And that might take four hours a day. It didn't matter. I just knew that shit had to get done. And when I realized that work wasn't a badge of honor, it was a process to get what I wanted. And I just dedicated myself becoming effective. A, I had more free time. B, shit started happening to me in my life. Like the

shit just started happening. Like the shit that I wanted to happen happened so now i don't have any doubts about it like when you know ed and i are talking about the rt syndicate and we're talking about building a community for the next fucking hundred years or 200 or 300 years i i don't i don't doubt that like i don't sit there and think oh man we have to get really lucky for that to happen I I look at it like this okay for that to happen we got to do step one two three four five six seven eight nine ten to a hundred and I do that shit and that's it right you know what I mean so absolutely for I mean I think what I've learned the last couple years is is when it comes to confidence and believing in yourself no affirmation on the planet is worth anything compared to execution it's not even it's not

even comparable it's like it's not even the same fucking game yeah like and that's what i get so frustrated with all these self-help you know and like dude people you if you listen to the podcast you know i go through phases where like i get sick of this shit and that's just the way it is and the reason i get sick of this shit is because we are a personal development podcast and we are, we do have quote unquote motivation and shit, but the field is so fucking polluted with dumb fuck losers who are so full of shit that it makes me disgusted to be a part of it. And then I withdraw into my fuck. I just don't want to do it. Cause I'm like, dude, I don't want to be associated with it. So like I have this weird balance of like, I feel like I have a duty to fucking do this because not many others are doing it the right way.

And then I have this balance of like, dude, I don't want to be associated with these fucking people. So I just fucking quit. And I think the fundamental difference, and I mean, there's so many fundamental differences, but a huge fundamental difference between you and the rest of the guys is that I feel like the- Dude, we're the only motherfuckers out there that our main business is let's just be fucking frank oh we're I am the only motherfucker out there that my main business isn't to sell you information about being

successful right that's not my business I've made my millions selling courses about how to make millions yes something not right with that and that's the internet right now yeah right and like dude I'm sitting here looking at my fucking warehouse. I just went to a meeting this morning where we're building our new fucking headquarters, which is eight times the size of this building. You know what I mean? Like we're doing real shit here. We're helping real people. We're solving real fucking problems.

We're adding years to lives. We're adding quality to lives. I feel good about what I do and I'm proud of what I do. And I love my team. I love what I do. I love the people here and I love helping people be successful. But what I can't stand is being associated with these, this other thing that's going, this, this thing in the internet. I totally agree. That's why I don't post as much anymore. It's just like, I think, I think the other guys out there in the space, they like to harp on it. Cause I'm, I'm sure there's people that say, well, wait a minute, guys, are you saying the affirmations aren't worthwhile? No, we do. Obviously how you use

your words is important, but I feel like all the gurus out there are camping out on those things. That's cause that's all they got. Yeah. That's all they got. And it's all there. It's, it's kind of the sexy thing. Oh, do all these affirmations. do that but that's not the potatoes that's because they're selling products to people who are in love with the idea of success being easy that's what they're targeting people with they are telling people that if you just tell yourself you're beautiful if if you tell yourself you're special, if you tell your every day, tell yourself these great things and these things will happen. Bullshit. Right. That's not how it works. Right. You know, and still have to act. But, but dude, that message is appealing to people who don't really want to do the work. You see what I'm saying? Oh yeah. And that's why, that's why it is what it is right now. Right. Like it's appealing.

Like dude, people truly think right now that being an entrepreneur is posting motivational memes on their fucking Instagram. Right. That's what entrepreneurship has become. I'm an entrepreneur because I post motivational quotes on my fucking internet. Get the fuck out of here. Let me see your headquarters. Let me see your business. Let me see what you do that isn't selling other people information about how to

be successful when you never had it. You know what I'm saying? Like, dude, whatever. I hear you. So in terms of learning not to discount yourself, number one, are you good at what you do? Is your product good? Number two, are you going to work hard? Are you going to outwork everybody else? What are some other- I think the third one is, dude, like I said, always over deliver. Always. Always do more than what you think the customer expects. If you just do what the customer expects,

you're not going to be remembered. You're not going to be remarked about. Dude, Seth Godin has an amazing, Seth Godin, by the way, is my entrepreneur hero. The guy's a fucking genius, by the way. He gets far less credit than what he deserves because he doesn't do social, which I actually think he's a genius for not doing social because he's not ruining his life commenting and posting 30 times a fucking day. You know, I respect him, dude. He said, you know what? It's not worth it to me. And he doesn't fucking do it. It's kind of true. He's kind of above the fray yeah he kind of transcends fucking genius man yeah but anyway his book the purple cow every single one

of you should go on amazon right now and order the purple cow the whole book is based around the concept of being remarkable which means literally remarkable that means that you do something that makes people say wow whoa that's, that's cool. I like them. Hey, buddy, let me tell you about these guys I did business with. You can't do that if you only deliver what the customer expects. You can only do that when you over deliver. So over delivering way above what you promise and whatever creative way that you have to fucking do.

It doesn't mean give it to them for cheaper, by the way. That's not what I'm saying. Right. I'm saying make them say fucking wow. right yeah read that book the purple cow it'll it'll clarify that concept read that a long time ago fuck dude reread it it's one of the best books i ever read that book changed my life no bullshit um you would rank that up with selling happiness is that what it is delivering happiness delivering happiness yeah yeah um i purple cow is definitely i think the number one most influential book I read. Yeah. Yeah. Cause it made me understand shit instantly. Uh, it was

Seth Godin. That's why he's so good because he's, he's so good at making simple concepts be impactful for you to understand. Uh, dude, if I was you right now and you want to improve your, your skillset, I would order every single Seth Godin book and read each one. And I'm not kidding five times. That's it. Every single book. He's got like 10 books anyway. Um, you know, and I think, uh, we're talking, we're talking about, you know, are you good at what you do? Realistic? Uh, do you work hard to over deliver on what you promise? And I think the other thing that you have to do, and people say this shit all the time, don't worry about your competition. I agree. Don't worry about your competition, but it is smart to compare yourself financially and skillfully where

you rank. Does your product, where does it rank? Is it an A plus product? Is it a B product? Is it a C product? Now there's markets for all of those just because I don't like to play in anything other than a plus space. And I don't think you should either. Doesn't mean there's not a market for all these products. There is, it's just not my game. Um, but where do you want to play? All right. And how much is the price going to correlate to that? And whatever that is, whatever you think that is, and whenever you find that, uh, whatever that is, you shouldn't be proud to fucking charge that price. Right.

You know what I mean? But would you say there's also a limit to, like you've always said, you know, first form products, they're more expensive because they're worth it, right? Well, I always tell people, dude, you fucking pay 10% more for 100% better results. Right. And that's it. But obviously there is a limit to that in the sense of, you know, if the market, if the average price of something in a market is $10 and your product is $100, well, that's going a little overboard, obviously.

So what would you say about that? In regards to what? Should people do that? I mean, bro, I don't fucking know if that's true or not because I see iPhone cases out there that are $100,000. You know what I'm saying? Yeah. I mean, I don't know how much they sell. I mean, dude, you got to remember,

every motherfucker you see wearing a G-Shock down, just for comparison, because I know you don't know this. So everybody in this office and everybody you walk around wears fucking G-Shock. What does a G-Shock cost? A couple hundred bucks? A hundred bucks? I guess, yeah.

I don't fucking know. I don't know either. But everybody's wearing them. I don't even know what a G-Shock is. I don't even know what a G-Shock is. It's that fucking watch that everybody wears. Oh, okay. Gotcha.

Or the Apple Watch. What's the Apple Watch cost? Yeah. Oh, what? 600? I don't know. I don't know. I don't fucking wear one.

Yeah. Do you know why? I know why. Why? Because you wear one that's a lot more expensive. That's fucking right. That's right. A lot more expensive.

And you know what? There's a big market for that shit. There's such a market for that shit that one of the watches that i'm that i've been trying to find right now is a hundred grand that i cannot fucking get anywhere cannot even get it because they're all sold out okay so just remember it all depends on where you're gonna play that's true all depends on where you're gonna play that's a good point yeah see what you're what you just said is reflection of your mindset not the market's market's mindset. You get what I'm saying? Yeah, I get it.

Because you're not in the market for a $100,000 watch. Right. Now, one day you're going to be, because we're going to make it that way. Yeah. Well, you probably would never do that anyway, but I'm just saying. I'm just saying. No, I mean, you're right. That's probably not what I would-

No, they live in their own brains about what- Yeah. You have to understand there's all different kinds of consumers. There's consumers that shop for the cheapest. My dad shops for the cheapest fucking shit. It's the most annoying thing ever. When he goes in the store and he looks at a can of beans and there's one can of beans and there's another can of beans and one can of beans is fucking 37 cents and the other

one's 38. He's buying a 37 cents every fucking time. Right. Okay. His mindset is I look at the can of beans it's just fucking beans so what difference does it make right right me when i and this is my this is how i am when i go to the store and i see fucking can of beans 37 cents and i and i see a can of beans is 38 cents and i see a can of beans that's 50 cents and then i see one that's a dollar which one you think i buy

a dollar i buy the dollar one you know why because it's quality i assume it might be yeah i'm just saying i i well i'm definitely the same way with food all right well it depends on the item but i'm like that with everything so like i assume that whatever the most expensive one is is the best because i don't want to fuck around with it more than once right or like if i want to eat fucking chili and i want my chili to be great and there's the beans are going to be a fucking dollar, not 37, I assume, and it might not be true, that the chili is going to be better with the dollar beans. But I'm just using this as an example of different consumer mindsets. So you have to decide where you're going to play. Where

are you going to play? If I were you and I was a young entrepreneur trying to start a business, I would try to play in the A plus category and be the best and the most expensive because there's more opportunity for you to create customer loyalty in that situation because you're not having to fight with all the riffraff. Now, there are limits to that. Like I could not sell a protein bottle, a bottle of level one for fucking 250 bucks. Right? Right. I think that's the point you're trying to make.

Yeah. Okay? But you have to be very aware that just because, and I think this is a mistake a lot of people make when they're pricing their products, is they think like them. Not like the market. Instead of what the market they're trying to be in. Right. You see what I'm saying?

Well, and actually, I mean, just to reinforce what you're saying, it's not just you that perceives higher quality on higher price. That's just an established sociological principle. That's a whole entire market. Yeah. I'm just an example. Yeah. But I mean, you've probably read the book by Robert Cialdini, The Yes.

He's got all these books on persuasion. And he talks about the story about the lady who sold. She had this jewelry shop somewhere in Arizona. And she had this particular piece that wasn't selling very well. And as she was leaving for vacation, she told her assistant, hey, just mark everything down by 75%. We'll get rid of it over the weekend. She came back, all of it was sold,

but her assistant had made a mistake. She marked everything up by 75% and it's sold. So there is definitely a perception of price equals quality. And most of the time it's fucking true too. Yeah. I mean, most of the time it is true. Are there situations, like people, and see, this is the argument you'll get in with somebody like my dad my dad will argue that it's never true it's never true it's all the same yeah right because he's a

price shopper i'm a quality shopper right i totally disagree with him the shit the shit that i could pay more for first of all i appreciate it more second of all i feel better about it you know what i'm saying there's a lot to it man there's a whole psychological which i'm not going to get into because it would be a whole nother podcast but um the point is is that you've got to decide where the fuck you're going to be and by and to do that you've got to evaluate you know the market you've got to evaluate your competitors and you've've got to see. And whatever place, whether it be the A, B, C, D place that you want to place yourself, you've got to be better than the other guys in that category. So you want to be at the top of that.

See what I'm saying? Yeah, 100%. Good stuff. So what else? Yeah, man. I think we're running up on like an hour here. Well, that's all right. Basically, the thing is, well, I got a call.

I got to do an interview for Forbes, actually okay yeah i'm just bragging about a little bit that's okay i have an interview for playboy yeah yeah playboy or playgirl uh i i don't even know i didn't know know the other one existed yeah right you probably got subscription right. Right. But yeah, I mean, I think we got way off track here, but I think the main thing is, is like, dude, let's start out here. If you're the know your worth, right? Right. Don't be the guy who thinks he's worth way more than he is, but also don't be the guy that lets people walk all over him and be worth less than what you are.

I was that guy. In fact, I've always been that guy. I always, I still, and I think if you're going to be one, be that guy, because at least there's humility there, and there's a sense of realism, but you've got to self-assure

and make sure that you understand that you are worth something. So what is that, all right? And the way you get worth more is by being better. And your skills work on your work ethic. Yeah. And be better than your competitors. Yeah. But I would, I would encourage you guys to think about this concept that we've talked about here in all areas of your life. You know, there's a lot of people who let people walk all

over them in their personal relationships because they don't know their worth. Right. And there's a lot of people that do the walking on everybody in relationships because they're the ones posting that meme, know your worth. Right. Right. So, you know, think about this in every area because you do have a real worth and the world usually is pretty good, especially in business of rewarding your real worth. But you're the person that's going to have to pull the trigger on making that happen. Right. And, and, and, and that's why you see guys who are very underskilled, who are not very good at what they fucking do getting a lot more out of life than what they should, because at least they're not afraid to fucking ask for it. You see what

I'm saying? Yeah, 100%. Right. And there's a lot of great people out there listening right now that are getting far less than what they should be getting because simply they're just like me, like I was. You're the guy who's discounting your product before there's even an objection. You see what I mean? And it's just inexperience. So guys, follow these steps in all areas of your life,

you know, evaluate, you know, where your strengths are, where your weaknesses are, you know, develop a great work ethic, work on over delivering, even in your personal relationships, work on over delivering in your friendships, work on over delivering in your community. And guess what's going to happen? You're going to be over delivered back when it comes to business opportunities or it comes to your actual pay or it comes to your relationships. You'll get that over-delivery back. And I think the biggest theme here, guys, that I'd like to close with is just remember, dude, I was like that too. I was just the same person. I was the guy who didn't believe in himself really that much, um, was afraid to ask for the sale. Um,

and, and, and the guy who didn't believe that the work would produce the result. I was that guy. I was many of you right now. I've just grown out of it. And, uh, I think if anything, if you take anything from this message today is that, you know, I was the worst one, you know, and wherever you guys are on this, on this mission, on this journey, um, there's no reason you can't get exactly what you want. You've just got to understand where you are and, and be willing to put your faith in the work and accept the result that it's going to provide. And I think that was the biggest thing that changed my life, uh, for me was, was understanding a hundred percent belief in the work and stop worrying about the fucking magic shit, you know? Absolutely. So, so guys, that's the show for today. We got, like I said,

we got Nelly coming on here. He's coming in next week. So there'll probably be the next week after that that's on, but that's going to be a cool episode I'm, really looking forward to that. Um Guys again, thank you for all your support. Thank you for all all the things that we do And growing this movement, but but keep in mind this is a movement Um, this isn't something that i'm trying to make money off of or monetize or sell a bunch of ads and shit like that We're trying to make a fucking difference So if you got value if you got one sentence, you know Out of this podcast that

changed your perspective or is going to help you do me a favor and tell somebody about it. We appreciate it. All right. Talk to you guys next time.