REAL AF with Andy Frisella - Legacy: Our Obligation, with Andy Frisella - MFCEO188

Episode Date: November 7, 2017

Buckle up: this is a pretty wide-ranging conversation about everything that is going on with me right now, the vision I have for transforming the lives of the younger generation, and the plans we have for providing tools for REAL entrepreneurs who want to build a business and make millions of dollars. (I also throw in my thoughts on something essential to entrepreneurial success: the importance of recognizing the lifetime value of a customer.)

what is up guys you're listening to the ms ceo project i'm andy i'm your host and i am the motherfucking ceo i know i threw you fuckers for a loop right there you guys thought your fucking radio popped out or something happened and you know i gotta keep it a little bit fresh once in a while dramatic pause that's right as always i'm joined by my co-host vaughn the pastor of disaster what's going on dude it's good to be here can i jump right into a story yeah all right so right in man yeah take the water wings off and so i wanted to share the story because i know it would kind of get you i bet you wear water wings still don don't you? What's that? Water wings. I bet you still wear them.

I have no idea what that even is. What the fuck? You don't know what water wings are? I don't know what water wings are. Yeah, those little things, those little pillows they put around like little kids' arms as they swim. We call those floaties. Oh, you probably still wear them, don't you?

Yeah, I do. Yeah. I do. Definitely. If anybody's looking for a good Christmas gift for Vaughn, I'm just saying, some nice custom water wings or floaties. Yeah, I need those. I need those.

Yeah. That's great. No, so I wanted to tell you this story because I think it's going to get you riled up and I'd love to hear your response. So yesterday, my wife and I were downtown, oh well, near downtown St. Louis, Grand Avenue, Tower Grove area. We went to- Nice area. Yeah, it's a great area. Nice Grove area. We went to- Nice area.

Yeah, it's a great area. Nice historic area. It's got a lot of culture. But anyway, we were eating at this restaurant. We're having brunch with some friends and we're outside because the weather was pretty good. And the restaurant that we were at had a little bit of a partition around the outdoor seating area. So where we were eating, you had to actually go into the restaurant to get in. And as we were eating this, uh, this kid, I would say he was probably, I don't know, like fourth grade, fifth grade. He was not very old, like a little black kid. I would say like he was dressed really sharp, but he was definitely dressed like you could tell he didn't have a lot of money, you know? But he was, but he was carrying, he was carrying this like, um, well, it was kind of a bag. It was a duffel bag. Anyway, he was real polite. And he said, he said, uh, excuse me, would you

mind? Um, I'm selling candy. I'm, I'm trying to kind of run a business and I want to raise money selling candy. That's pretty cool. Yeah. So it was pretty cool. So I said to him, buddy, I'd, I'd love to buy candy, but honestly, I don't have any cash, like literally. So I kind of joked with him about, you don't have a square or any sort of processing unit, you know? And he said, no. So anyway, he, he walks away and I don't think anything of it until I noticed that he comes in to that area and was started to go door, you know, table to table. And, uh, clearly nobody from the restaurant had an issue with it because they saw what he was doing. But there was one lady behind me that she just starts complaining. She's like, that's totally illegal. That's totally inappropriate. And I was just like,

Jesus, what, what is wrong with people? Like you have this young kid. I mean, everybody's always quick to complain when kids are doing nothing. And then you got a kid who's out there hustling, showing some ambition, doing things that are productive for him. He's not stealing. He's selling something for money. Like that should be applauded. Right. So I guess I felt like I wanted to share that with you because I wanted you to go off because

I want you, people obviously listen to you when that happens, do everything you can to encourage that. Yeah, man, totally. Because that's the problem with, with, with our society right now is we have kids that are being raised without that, uh, you know, idea or, or skill set or ambition because the minute they show it it gets squashed by some quote-unquote authority figure because you happen to be annoying her fucking brunch you know dude how self-centered of a person is that like to even like get that upset about you you know you're interrupting my fucking brunch, you know,

get the fuck out of here. Right. Funny, funny sequel to that though. A couple minutes later, Kasia continue and I continue to eat. All of a sudden we literally hear someone behind us moaning, like literally going like, Oh, and that same woman that was complaining had gotten stung by a bee. Yeah. Seriously. No, I was like high five Jesus. That was awesome. But, uh, but it was crazy. She acted like she had just been napalmed or something like that. But I thought, I thought that she wasn't. Yeah. I thought there was a connection there between the complaining and then the, and then the just, Hey man, you know what, when you're negative finds negative, you know, when put out negative i don't i've seen it a

trillion times when you put out negative negative comes and gets you you know what i'm saying like if you complain more bad shit's gonna happen to you it's just the way it is and um you know too bad it wasn't like a whole swarm of bees that's my opinion yeah that might have been a little bit people like that should go play in fucking traffic. Seriously. But all this to say, to transition this into yet another related topic, and that is that leave it to you, man. Leave it to you to get a number one new seller and the book isn't even out yet. Yeah. Well, I mean, that isn't me.

It's our awesome, loyal following that we have. You want to tell them if they haven't already figured it out, what we're talking about? Yeah, well, I mean... And also why I brought up that story to begin with, which is the Minds of America's Youth. It's interesting that we got to number one without having to really promote it. You see a lot of dudes having to go out and promote their shit all over the place and go so hard. And I understand that that that's cool and everything but you know it's cool that we don't have to do that because we have such a loyal

following and an amazing dedicated uh you know culture behind the mfceo brand it's not surprising to me that most of the people listening want their kids to have the biggest advantage possible and that's why we wrote the books that's why we created the brand of Otis and Charlie. We wanted to give you guys a tool to help you teach the lessons like we're talking about with this kid who's going out and being ambitious and working and doing something to be productive. You know, unfortunately, society hasn't created an effective strategy for that. You know, we've created a situation where kids are taught from the time they're zero to the time they're 22, when they finish college, that they're special, that they're, you know, they're unique and that they're destined to be something special and great

by just, you know, showing up. And the real world isn't like that. And we all know that we all know it's the truth and we all know it in our heart, regardless of what we want to believe is true. And it would be nice if we were all special. It would be nice if we were all destined for greatness. But the reality is you have to go out and fucking earn it. And a lot of parents, uh, know the story the story behind the whole brand really kind of tells the story of why we do it you know a lot of people don't realize how the whole idea came about uh you and i and tyler and emily were flying back and chris i think was with us too were chris and mindy and we were flying back from uh i forget we're flying to or back i think we're

flying to their salt lake city yeah to salt lake city were we going there or coming if we were flying to or back. Utah. Who's Utah? I think we were flying to there. Salt Lake City. Yeah, to Salt Lake City. Were we going there or coming back? We were going there. We were going there. And I was kind of annoyed because I get paid to go speak, and sometimes I get paid.

I don't really like to go speak to groups. It's not my thing. I don't like it because I feel like I go up there, I give my fucking best i tell people the real shit and they don't go out and do anything and i was telling that story basically oh i was venting because i was annoyed because i didn't really want to even leave st louis to go to fucking salt lake city um and i was basically bitching and complaining about how i'm gonna go and it's gonna be like no other speaking event that I do where, uh, or every other one where I go out and I fucking, you know, give all kinds

of great value. And everybody that walks out of there is going to be like pumped for like a couple hours and then they're going to go home and do the same fucking thing. And then I started venting and this is pretty common, you know, I'll vent and nobody will really say anything. They'll just sit there and listen. And so it was kind of one of those situations. And I'm like, dude, you know, people, by the time they're 20, 30 years old, 40 years old, which is the group of people that I usually speak to, they have embedded certain values into their brain, certain habits into their brain. And it's very hard to get them to switch. It's hard to get them to believe they can switch. Uh, and for that reason, it's very frustrating for me when I go up and speak and nobody does anything. You know, I get these messages all the time on Instagram and an email. Oh, Hey man, you know, uh, what

else can I do? Or how could I take it to the next level? Or what can I, bro, I fucking tell you every day for free. Um, and that's frustrating. You know what I mean? When I'm giving out the real information, people have this idea that I'm giving out the fucking, the tip of the iceberg and I'm keeping the real shit. No, I'm telling you how it is. And, uh, that, that frustrates me and it makes me not want to go speak to adults. And so I verbally vented about this and I said, dude, you know what we need to do? We need to start writing books for teenagers and I'm like and I thought and I said well you know by the time kids are teenagers they usually have a lot of their values embedded in them what we really need to do is we need to write fucking children's books like Dr. Seuss and I said it out loud like half

joking but as soon as I said it all these guys that were on the plane looked at me like, like, like I just said something gold and I'm like, fuck, that's a great fucking idea. And, uh, and that's where the idea came from. The idea was to create a set of books that teaches kids the reality of things that are getting lost in the shuffle today, things that aren't cool today. And, um, you know, it's not cool to tell kids that they aren't that special and that they have to try to win the game and that it's okay to keep score and it's okay to fucking dominate. And it's okay to go out and do things when people are, uh, you know, boohooing on their dreams and you know, all the shit that goes along with, with the real, real world of success. And I get contacted by so many parents,

this has been going on for years, that want to teach their kids the right shit, but they're not sure what to teach them because they themselves haven't become quote unquote wealthy or quote unquote successful by whatever successful standards they think there is. And so people are confused on what to teach their kids. They're thinking like, oh, well, should, you know, is it the right thing to bring them up in this, uh, you know, politically correct world and tell them that they're special and this or that and build their self-esteem like all the quote unquote experts say, or should I be telling them these other things like quote, like the truth. Um, so that whenever, you know, they graduate

college or they get into the real world however path uh whatever path they choose takes them eventually into the real world you want them prepared you want them to know what to expect you want to have the values instilled in them and not let these fucking you know crazy fucking ultra liberal fucking teachers who tell everybody that they're going to win they're going to be great and this is how it should be as opposed to how it really is and that's the reason behind the book there is no political context to the book it just so happens that ultra liberals are the ones that run the universities and the school systems and they

teach kids to be idealist versus realist and there's no value in that there's no value in that. There's no value in teaching someone how to survive in a world that quote unquote should be. I'm not arguing it that it should or shouldn't be that way. I'm arguing it the way it is. And I'm going to tell you right now, there's lots of people out there that, that want to teach their kids. And it's smart of you to think that to teach their kids, you know, the things based upon the world, the way it really is versus how it should be. I agree. It should be different.

There should be, it would be great if everybody was special. It would be great if everybody was going to be fucking super successful and grow this meaningful, awesome, impactful existence. That's not reality. The reality is you have to earn those things. And earning those things starts with implementing certain core values into someone's personality and character when they're fucking tiny before they get poisoned with this bullshit idealist culture. And I think, you know, people are resonating with that. And we're he, I'm not

surprised. I am a little surprised that it got to number one, uh, based off us promoting it literally zero times. Um, but I'm not surprised as well because I know that the people listening right now, and we have a giant podcast where one of the top podcasts in the world, um, the people listening right now are tired of this shit, man. They're tired of the fucking idealist shit. They're tired of getting lied to. So many of these people that are listening right now, you guys listening, you've got lied to your whole life and you've just now figured it out. And that's why you're listening to this shit. You know, do your kids a favor.

Do your kids, your nieces, your nephews, kids in the neighborhood, do them a fucking favor, man, and set them up with this book. You know, our mission here, and that's my little pitch, right? Hey, go buy the fucking book. But hey. Otis and Charlie, play to win. Yeah, play to win. Go buy both books. We're going to have 10 books, eight to 10 books. Buy them because they're good. And the thing is, is that we don't ask for much from you guys. We don't ask like, hey, buy this buy that buy this buy that we're not that

but when we put something out it is fucking good and and and i just want to say uh you know it's come out right before christmas it'd be a great christmas gift um you know but for you guys who have already bought it i want to say thank you you know it's not we don't make money on the book just to just so you know we make like i don't know what fucking two dollars a book break even yeah it's like it's this point we get way we for what we put into it and what it cost me to do i'd have to sell a billion books to actually make money when when pixar buys the rights yeah like money like it's it's people think oh you're selling these books you're getting rich look you're not nobody's getting rich on books unless your name is JK Rawlings. All right. Uh, I certainly am not, but I just want to say to you guys, thank you for believing in the message. And thank you for spreading the message because we started this project and we started this

podcast based around the idea of wanting to change culture. It wasn't about, Hey, let's make money. Like, dude, I get, I get approached by huge brands all the fucking time to come on the podcast and advertise. I mean, dude, I could make easy six figures a month, easy, like probably mid six figures a month just by letting ads be on the show. You know what I mean? Dude, I've got, I got turned. I got, I got, I had Jack Daniels fucking come to me. All right. I have fucking, uh, I have fucking K Swiss come to me. I have big brands come to me that I said no, because I'm not allowing advertisers on the show. All right. First of all, I don't drink Jack. I drink maker's mark. Everybody fucking knows that. And that's actually what I told him to politely. Um, but you know, we don't do this because of

the money and I'm trying to keep it genuine and organic and real and not make it a commercial thing you know what I mean like we want to make a difference and I just want to say thank you guys for believing in the message for living the message for doing your part and changing culture because I promise you all of us together are doing the right thing we are setting the next generation up and building a legacy that fucking matters. All right. These kids don't have a fucking, they don't have a chance in hell with the way that the education system is set up now and the way culture is set up and this politically correct fucking bullshit message is getting shoved down to everybody's throat. These kids don't have a fucking chance unless we give them a chance. And that's why we're doing this. So I just want

to say thank you. Whether you bought the book or didn't buy the book, but buy the book, or you just support the podcast, or you bring your friends or whatever you do to help us out, guys, you like my statuses, you like Vaughn statuses, don't like Tyler statuses. But my point is, guys, I just want to say thank you guys for supporting this because it's been really cool. I've been fortunate in business, not just to, you know, be successful financially, but to be in a business where I can make a huge impact. You know, there's not many other businesses where you get to really change people's lives. We sell products, we make products, we educate people that help them get their lives back. Most people know that, you know,

a year ago, a year and a half ago, I was 330 plus pounds. I'm down to 260, which is, you know, for me, I'm pretty lean at 260. I've taken my life back and I can't tell you how much of an impact that's made on me. And I'm in a business where we get to do that all the time. But I'm also fortunate that I get to do things like this podcast to make content where people can change their lives in other ways and make an impact in other ways. And I just feel like, you know, one of the most fortunate people on the earth when it comes to what I get to do on a daily basis as far as spreading good messages and helping people. And you guys who are listening right now are the foundation of that because if it wasn't for you, A, I wouldn't sell any product. B, we wouldn't be making an impact. C, our podcast wouldn't be one of the top podcasts in the world. Okay. You know, the idea of success and the ideas that we express on this podcast are not dead. It's how most people think the media pushes a different agenda. The media tells us how to think

in other ways and what's politically correct and what's not and how we should think and how the world should be. We talk about how it fucking is. And you guys, I just want to say thank you because more than anything, you give me hope that our world isn't fucking done. Absolutely. You know what I mean? Yeah. To me, what's really exciting, just I'll add this, is that, you know, in light of this whole Otis and Shirley movement, it's cool when you look on social media and different platforms and you see like something I saw the other day. This little five-year-old girl named Pearl McLennagan. I think I'm saying that right.

Pearl McLennagan. Gan or Han? Gan or Han, I don't know, but I think it's Gan because it's G-H-A-N, but I think. But anyway, be that as it may. Little Pearl. Little Pearl. All right.

Little Pearl did us a huge solid. She did her book report on Otis and Charlie's. That's awesome. Excuse me, Charlie the bulldog's fantastic fruit stand so every kid in that little grade school in in california at least in the class got exposed to the truth yeah and that's massive change right there it is it is so it is because they're not hearing that shit from their fucking teachers who never did a damn thing in their entire life but go and get a fucking basic degree and get a

teaching job. Think of the perspective that these kids are being taught from. You're going to allow someone and dude, there are some great teachers. I've, I have been, I don't say luck very much, but I have been extremely fucking lucky to have amazing teachers in my life. Uh, the president of my high school, Mike Loyette, who's one of the most genuine and good humans I've ever fucking met in my life, this is a guy who was making six figures. He has a master's in accounting, was a CPA.

He gave up all that to become a teacher because he wanted to make an impact. And that man and many others at my high school, they don't make a lot of money. You know what I'm saying? These guys dedicate their lives to impacting people because they care. And there is some teachers out there that fucking do that. So when I say what I'm about to say, understand that I know there's a difference.

But there's also a lot of teachers that don't give a fuck about kids. And they tell kids to be realistic. They tell kids that they can't do it and you know what at my high school i had teachers also like that i had teachers that told me i couldn't do i remember you telling me that story yeah i had a guidance counselor who told me that i wasn't fucking good enough and that i should probably just you know do some other things and you guys will see me post about that because i don't forget that shit you know what i mean i'm lucky enough to have that fire inside me to let that motivate

me. But so many people aren't, there's a lot of people out there that hear that shit and they quit. No, that's bulletin board material. Yeah. For me it is, but not everybody's like that. Most of the teachers I know, they literally got in the teaching so they could have summers off. I know, I know dude. And I, and I, I wouldn't say most, but there's at least, uh, there's at least half of the teachers out there like that. Cause there are some really good teachers that do it for the right reason so like if you're a teacher and you're listening and you're you're probably the good kind and and i thank you for that because we need more of that but there is a lot of teachers that don't give a shit and for that reason i do believe teachers should be paid three four five times as much because if you if they if they could pay more

then higher quality individuals would go to be teachers. You know what I mean? And that's the problem we have with that. They should be paid a lot more. Now, let me catch my breath. Yeah. You know, the thing is, is that, dude, I'm all megawatted up. Yeah.

No, that's good. I fucking hammered down some megawatt right before I came in here because I was going to work out. Because we weren't going to do a podcast. Right. I was just going to do it later and I was going to work out. So now you're getting megawatt fueled before I came in here because I was going to work out because we weren't going to do a podcast right I was just going to do it later and I was going to work out so now you're getting megawatt fueled fucking msco project but not that we need it right but you know the thing is is that this is about impact this is about helping people and like dude at the end of the day no matter how much money you make no matter what car you drive no matter what house you're in

it's our obligation to make sure that the fucking people that come behind us are equipped to handle the reality of life. And, and you guys who are listening all know the reality, you know, the reality. It's not what you were taught growing up. It's not fucking peaches and fucking roses and good fucking times all the time. You have to teach your kids the right skills. And that's why we have the books. And I just dude more than the sales more than the number one more than anything else dude it just it it like gets me fired up about humanity that we have people out there that believe in the shit that you and i believe in and haven't like just we just this fucking politically correct bullshit nonsense idealist shit hasn't poisoned the world

as much as they make it look like it has on tv right you know what i mean right but the flip side of that is you the numbers don't lie man yeah the numbers don't lie look at our fucking numbers no absolutely no 100 um the flip side of that is then the more people who actually stand up and speak the truth the more people will do it dude and speak the truth, the more people will do it. Dude, that's right. And hopefully the tide will turn. And that's why I always ask you guys to refer your friends, bring your friends in, let your people know that this information is out there and this content is out there. Because, dude, so many people other than you guys, than your friends listening are sick of fucking this.

They're sick of it. They're sick of the bullshit that's being taught. They're sick of the ideas that are being jammed down our throats. They're sick of, you know, us being told that we need to be this way or that way. And this way, you know, think about how many times you have this conversation at barbecues or you're drinking beers, you know, and maybe I'm immersed in it a little more than everybody. But like, dude, everybody I speak to is fucking tired of this bullshit, you know, and it starts with our kids. You know, people are like, why haven't you written an adult book? Well, because most of you adults are already kind of set in your ways. And we are writing a really good adult book, which I have no doubt will be a number one

times bestseller because it's that fucking good. But we got to start and fulfill our moral obligations first. You know, we've got to take care of the next generation. And that's why the books are being written. I get, dude, I get asked so many times, man, why do you write children's books and not adult books? Because it's more important. You know what I mean? You're going to definitely influence more. It's more important. It's kind of like the, what is that principle in finances? The more money you

put in upfront when you're saving for an IRA, the much greater the dividends. It's compounding returns. Yeah, compounding interest, or whatever, whatever compounding returns um no that's how we look at it and you know for those of you whose kids aren't you know three to four or five well the cool thing vaughn is this is like because when i was brought up you know and i'm a little bit older generation than a lot of the people listening i'm 38 all right when i was brought up all the kids were taught to up, all the kids were taught to be competitive. All the kids were taught to win. They were taught the reality. They were taught to work hard. So the competition was tough. But now if you want your kids to have a gigantic

advantage, if you just teach them the basics, when the other kids aren't being taught that, think how much of an advantage they have right it's a disproportionate advantage you know and that's why that's what i'm excited about i'm excited about the results that we're gonna see 15 years from now from the books that are being written now oh yeah you know what i mean yeah and like dude when people tag tag me in their photos of their kids reading that's the best dude it's the fucking coolest thing yeah like it's the coolest fucking thing ever speaking of which guys if you if you do buy the book, a huge, huge, huge way that you can do us a solid is, is just to write a, write a review on the, uh, on Amazon.

Cause Amazon uses those to rank, uh, the availability and the, uh, the visibility of the different books. So that, that really helps. But what I was going to say is that if you have young kids, if you have like two, I'm sorry, if you don't have young kids, if you don't have like, uh, you know, three, four or five year olds, but you have just a little older, like eight or nine, just wait. Oh yeah. Just wait. Yeah. That's all I'm going to say. We're working backwards, but it's the right way. Yeah. It's the right way. Look, man, doing shit the right way has never failed me. It might take a little bit longer. I might spend more time doing things that other people aren't willing to do, but the reality is in the longterm, it's always coming to my benefit. So,

you know, I'm willing to work backwards. Absolutely. You know, absolutely. But the topic, speaking of all the different resources that were a 40 minute pitch for the fucking book, but the topic that we're talking about today in light of the different resources that you've been developing, man, is, well, why don't you tell people? We're coming up, one of the signature courses that we're coming up with that you're going to deliver here in the next, what, couple months? Well, the whole idea, I think, is really cool of the Entrepreneurship Academy that we're starting. Right now, we've got 20 courses that are going to be exclusive to people who get approved through an application process. So it's not like these fucking bullshit internet courses that are sold all over the place. This is an actual academy based on real principles, how to start a business, how to grow a business,

how to handle all the things that go along with a business in practical terms. Will there be motivation in there? Yeah, motherfucker, because the way I speak is motivational. So you're going to get motivated too. Right. But the focus is going to be

on how to actually build something and how to take the skills that we talk about here and practically apply them, whether you are starting a business or whether you're inside of a business and you want to become more valuable. So, um, it's application only. Uh, we're only approving people that meet the certain criteria that we're setting up from the beginning. It's not open to the public. Again, this isn't about making a trillion fucking dollars this is about making an impact with people that that are going to actually go out and use the information and uh i think what's going to

make it different is that we you know this is going to be like harvard for entrepreneurs yeah you see what i'm saying yeah like harvard don't let everybody in i'm not interested i don't need anybody's fucking money like i'm i've made a lot of fucking money and I make a lot of money. This isn't about that. This is about selecting unique individuals that I believe in that are going to go out and execute and create impact in whatever their world is. I like that idea. I don't want to be the guy that's going to whore out bullshit information uh and just try to make a dollar that's not what this is about this is about actually helping you guys become successful in the real world and having you guys go out people are like how can I repay you you know how you can repay me by doing what the fuck you're supposed to be doing

and do it great and that's why it's you you know, it's an application-only type deal. But we did talk about, so the signature course, or in some ways one of the... Well, I don't know if I even want to say the name of it, because we're going to have a book about that as well. Right. And I don't really... It's kind of my top secret deal that I don't... That's a good point.

So how about we focus on one of the core... Why don't we give them a little preview by focusing on one of the core principles? Well, the main thing is I'm going to show you exactly how to fucking grow a business starting with one fucking customer. If you can't go out and get one fucking customer right now, there's something wrong with you. All right? All you need is one. And I'm going to show you how to build a hundred and fucking something million dollar company out of one customer. Cause that's what I fucking did.

You know, a lot of these people out there talking about, Oh, I did this. I did that. And I didn't do, you didn't do a goddamn thing other than sell fucking internet courses. No offense. You know, I'm not going to knock anybody's hustle, but I'm going to tell you right now, if I'm trying to learn from somebody, I'm going to learn from somebody who built something from scratch, not walked into it at $5 million or $3 million or a million dollars. Dude, it took me 10 fucking years to get to a million dollars in sales. All the good shit that I learned came in that 10 fucking years. I didn't, you know, like, and I walked into something at a million dollars. What the fuck would I really know? I would have missed out on a 10 years worth of

experience. And if I want to learn, that's who I want to learn from. And that's why I'm doing this because no one else out there is fucking doing it. They're selling these bullshit, you know, instant, uh, you know, ROI type courses. Hey, I'll show you how to retarget on fucking Facebook. And you'll, you know, you could sell X, you could sell this bottle of fucking pills and you could make fat, you know, like it's, it's not how to build a real brand. It's not how to build a real company. It's not how to build something that's worth something. People are so these days are so fixated on instant gratification and I can make this much money in this much time, but you don't have anything to show for it, dude. I make a lot of fucking money. And guess what? I got a company

that's worth fucking half a billion dollars. Don't you want that? Don't you want to do it the right way? If you're going to put in the fucking time instead of always trying to worry about where your cash is coming from. This is for people that want to build something. This isn't for people that are looking for an instant ROI tomorrow. You get what I'm saying? Right. Absolutely. So I'm going to, you know, the, the, the idea of the Academy is to unlock all the fucking potential in people that, that are accepted, you know, and I'm not going to bring people in that, that I don't think can fucking do it. That's that. So we're going to have an application process,

which we'll have online probably in the next 30 days or so. Um, and I imagine we're going to have a lot of people apply, but we're also going to accept a very few amount of people. So, uh, you know, a lot of people have been asking me, what do, how do I get in? How do I get in? Well, there's only really two ways to get in. One, you're going to have to apply. And the other one is I actually award access to the academy through the two minute drill that we do on my posts. So there's ways that there's ways to do that as well. Um, but you know, I'm not, this isn't about money. It's not about like, Oh, you know, I want to have everybody do it because if everybody does it, then everybody has the secret. You know what I mean? Everybody has the skills and I don't want to fuck with that. I want people that are actually going to use it. You want to give, give to those who are going to use it. Yeah. Who are worthy, who are willing to work, you know, like I't want, the worst thing that could happen to me is somebody come in,

you know, apply, get in, pay to be a part of it, and then all of a sudden, you know, they're like, oh, it doesn't fucking work. Well, it doesn't work because you didn't fucking work. So, you know, this isn't for

the get-rich-quickers. This is for the people that are looking to be, you know, eight-figure, nine-figure, ten-figure guys over the course of their life. Yeah. Yeah. It's a different, it's a different approach. So you're going to give a, you give drop any knowledge. What do you mean? I do. I drop knowledge every fucking time I open my mouth. I mean, that's all I do is fucking drop knowledge. Give a little preview. No. Like, well, what do you

want me to get? What are you getting at? You're like winking at what are you getting at you're like winking at me now Vaughn's like winking at me trying to get me to say something I thought we were going to talk about your whole concept of the lifetime value of a customer oh well I talk about that in the academy that's that so it's not for the success what do you want me to get what do you want me to talk about I don't know I just thought maybe well you tell me what you he's winking at me like trying to get me to say something I don't know what the fuck he's getting at. Well, I thought what we could do out of the sheer kindness of your heart is share with people your whole concept of viewing a customer from the standpoint of their lifetime value. And to talk a little bit about that.

You don't have to give the whole thing, but talk a little bit about that. I think that's the biggest part of, that's the biggest part of, I know for a fact, that's the biggest reason why businesses fail because they focus on acquisition far more than retention and loyalty. And the biggest thing that I've done in my companies is that I have got my guys to understand the value of a customer over the course of their life. With my business and your business is going to be different, the lifetime value of a customer is well over $100,000 for us. Okay. That means when you're having a conversation with someone who comes into your store or comes into your website and they buy nothing,

they buy nothing the first time you should still visualize a little bubble over their head that says $100,000. And if you can visualize $ hundred thousand dollars or the lifetime value of a customer over the top of their head, how are you going to treat that customer? What questions are you going to ask? What are you willing to do? How far are you willing to go to make them excited? How far are you willing to go to make them so excited? They tell their friends and getting into the actual practicals of how to do those things is what will be in that course. Right. Okay.

So, but the biggest thing, and you could take this right now, you don't have to buy the fucking course. If you could visualize someone's lifetime value over the course of their head, over the top of their head, whether you be on your website or somebody who clicks through or somebody who you capture their email or somebody who's in your retail store or somebody you see in the gym, somebody you see in the grocery store. I'm talking about everyone. If you could start seeing everyone for their lifetime value and you could teach your team to see that, you're going to grow massive amounts because the whole dialogue changes. Then the whole approach changes. Imagine if you're a retail employee and you see a customer and you think, Oh, that guy's going to come in and he's going to spend $2 with me. And that's how your customers see it. Or your employees see it. By the way, the guy who comes in every day and buys a soda or buys a water or buys a fucking beef jerky or a protein bar. That's a $2 customer. He's not important. Right. But what is the value of his lifetime? What is the value of his network?

How many people would he tell about your store or your business if you figured out a way to make a gigantic impact with him and make him say, holy fucking shit, I love this place. I love these guys. I'll never shop anywhere else. Not only will I never shop anywhere else, but I'm going to tell everybody I know to come shop here. Now that guy's not a $2 guy anymore. Now he's a multiple $100,000 guy. He's worth not a hundred. He's worth a hundred plus all the people that he communicate to and getting your employees to buy into that mentality and getting your culture of your company to buy into that mentality is the biggest thing that you can do. And for example, in my course, I break it down step by step, by step, by step, by step, all the different ways that I do this and how I teach my

team how to do it. Okay. So it's the, the course isn't going to be, or is it going to be cheap either? It's going to be expensive, but you're going to make it back on one customer. And that's how you got to think about it. You know, and in your experience, most people, in spite of the fact that what you're saying to me really does seem like common sense, but in your experience, it's common sense because you're fucking here every day. Well, that's true. But you're in your experience it's common sense because you're fucking here every day well that's true but you're in your experience most people do still how do you get treated at every other company you go to uh like a one-time transaction exactly that's because that's the mentality all the people who are listening right now that's the mentality of your company

you might have a different mentality but your company when you're not standing right there has the the fucking two dollar mentality right and my job is to get you to understand how to get your whole entire culture aligned with the value of a lifetime, not the value of a one-time transaction. And I think it's probably because one of those things where a little success actually inoculates you against huge success, because you probably could be moderately successful viewing people as- There's a whole book written about that. Good is the enemy of great. Is that right?

Yeah. Okay. So basically what I was going to say is that because you can run a decent business with them with a one-time transaction mentality you're you're not going to do the extra effort it takes to do the lifetime relationship mentality but if you do you end up making you compound your return yeah yes yeah dude i see so many missed opportunities in my day-to-day experiences shopping other places eating at other places uh going to other you know businesses dude every single one i go to i see literally dozens of missed opportunities to create compounding returns yeah you know we live in a different world, guys. We live in a world now

where you could capitalize on people's compounding returns because they all have a voice. They have a Facebook, they have an Instagram, they have a Twitter, they might have a YouTube channel. You don't know what the fuck they have. And you can't treat somebody as if you know what they have because you don't. Okay. You, you might be talking to someone who has 10,000 followers on fucking Facebook or a hundred thousand or a million. You don't even fucking know. And I, I treat every single person I meet as if they have 10 million followers on fucking Instagram and could tell everybody about me with the click of a fucking button. Yeah. And if you treat everybody like that, if you treat everybody like that and you could teach your people to treat everybody like that and you could create experiences that are

based around treating everybody like that, you ain't going to have to fucking worry about money ever again. Well, dude, especially nowadays where, you know, 50 years ago, millionaires. But understand, like there's a difference between me giving you that little bit of information and also breaking down the step by step by step practicality of how to do it of course so so we talk about concepts here on the fucking show and basically i kick you guys out into the real world and you guys it's up to you to figure it out the court where the people are like well what you give out all the information for free on the podcast well yes and no yes i give you the concepts no i don't give you the step-by-step practical practical steps on how to fucking do this shit that's the difference between what i give on the podcast and what will be an academy right absolutely but what i was saying just along with

your whole mentality is it's so important to value every person especially now more than ever because like 50 years ago you could you could very easily point out a millionaire in a crowd because culturally people, you know, were the three people. It looked a certain way. Yeah, it looked a certain way. Whereas now you're talking like Mark Cuban, Zuckerberg or whatever his name is. You, you can have some guy come into your car lot. Dude, I go to fucking places all the time.

People don't know who the fuck I am and they fucking treat me like shit. Yeah. And I'm like yeah okay bro like here's me my camo shorts that i wear every fucking day and my first form t-shirt and you know a hat right that's sweat stained and they they're like who the fuck is this bum right they don't know i just rolled up in a seven hundred thousand dollar fucking car and own a fucking nine figure fucking company right you know what i mean they have no idea absolutely and you treat everybody like that sometimes everybody as if

they're that guy absolutely and sometimes it's not even because somebody has money i mean even even even not you what if i go into a restaurant dude you know and and and they treat me horribly and then i decide to mention the name of the restaurant on a podcast that gets a million people that listen to it but vaughn that's the point is that you should think that every single person is the most important, most influential person that you've ever fucking known. If you treat everybody like that, if you treat everybody like they're going to go out and they could fucking destroy your business with one fucking post, you will treat everybody so good that the opposite will happen. They will grow your business.

Absolutely. Not just you, but how many millionaires do you know that wear flip-flops on the daily? Most of them. I know. Most of them. They don't wear suits and ties, right? Most of the ones I know kind of look like bums because they can. There's a funny meme that goes around the internet, and it's like, I don't remember the exact words, but it's funny. It says like, you know, when I was young, I used to, I used to

think that everybody that was rich wore suits and this and that. But then I realized that they work for guys in shorts and t-shirts and that's the truth. Yeah. Like Pete, you know, why the fuck would I want to wear a suit every day? Yeah. So guys, we've had 188 episodes. And in this episode, we're actually spending some time promoting some of the projects we've been working on. I think it's just more letting people know. Right, right. The point being is that we're pitching this, for lack of a better word, because this is good stuff. It's going to change people's lives. Well, no shit.

It's going to change kids' lives with the Otis and Charlie. It's going to change your life when it comes to just the stuff that we got coming down the hopper. So I'm excited about it. When you have a good product, it's easy to promote it. Look, man, I think we've demonstrated the value that can be brought over the last 190 episodes that we've done. So I'm not really concerned if people see value in it or not. I don't make my income off of this shit. I don't really fucking care if anybody buys it. I'm doing it because I want to make an impact. Right. You know, you know, I sit here thinking, you know, the funny thing is we don't even have

a real name for the Academy. I've been calling it the Frisella Entrepreneurship Academy, but I don't really have a name for it. So if you could think of a good name that you think is cool, dude, drop it in on a comment on one of my posts. And whoever, if somebody comes up with a name that we decide to use, I'll give you free access to the course. That'd be kind of cool.

Yeah, that would be cool. It's people's input on what they think the name should be. But as of right now, it's called Friseller Entrepreneurship Academy. It might stay that, but if somebody comes up with something cooler, I'd give them free access. Yeah.

Hey, guys, by the way, while we're on that topic, we hardly ever, I mean, literally hardly ever send out emails, but we are going to let people know some of the developing news about the academy through email. So if you haven't already signed up to get updates from the podcast, just go to the mfceo.com and there'll actually be a little pop-up

asking if you want updates. It actually says you get the episode right to your inbox, which you don't because we don't really bother you guys literally in the last two years. I think we've sent like three emails. But we are going to give you guys updates. So sign up for those. You'll be the first to hear about it. That was an awesome pitch, bro. Thanks, man. You're a natural board sales guy.

I learned from the best. All right, guys. Bob might want to buy that course. Yeah, I'm just saying, I got this course you can buy to teach you how to sell shit, bro. Well, we're so low pressure around here. Well, that's how it should be.

You're supposed to have a product that's so good, you don't have to pressure people. And I know we do have that. That's the way it was with me and women back in the day. Oh, was it? I had a product so good, I didn't even have to pressure them. Oh, man. It's funny.

It's like a fish story. Back when it happened, you caught a fucking two-incher, but now it's like a two-footer. It's like the one-armed fisherman. It was this big, I yeah exactly uh look i don't think we have anything else for you guys today uh i just want to say thanks we got a really cool podcast coming up next tuesday with jp denell who is uh navy seal uh he's a leadership trainer he's got a lot of good shit to say um he's uh gonna be coming in tomorrow to record an episode

for next week so i'm excited about that um and yeah so that's what's going on so guys thank you so much for uh especially directly right now for purchasing charlie book the otis and charlie book that was fucking cool um like i said it just makes me feel good about the what we've got on, the movement we've got going on and that you guys stand for the things that we also stand for here. Uh, it makes me have faith in humanity. It makes me feel good about what we're doing. And,

I just want to say thank you for being who you are because it really makes an impact and drives me to continue doing these things that we're doing. So thank you so much. I appreciate you guys. And, we'll, we'll, we'll catch up with you guys here in a couple days.