REAL AF with Andy Frisella - What Is Really Holding You Back?, with Andy Frisella - MFCEO204

Episode Date: January 9, 2018

One thing I’ve learned is that people are almost always wrong about why they aren’t succeeding in business (and life). They think they’re not a “born leader.” They think they aren’t selling because their product or service isn’t priced low enough. They’re worried that if they really put themselves into their brand, it won’t fly with people. The truth is, problems can be traced to flaws in how you operate as a person.  In this episode, I talk about what those are and how you can get them straight.

What is up guys you're listening to the MFCEO project I'm Andy I'm your host and I am the motherfucking CEO lots and lots and lots of new listeners that means you guys are doing your job that means you're telling your friends you're referring like-minded people, but lots and lots of questions about what is an MF CEO? Well, clearly it stands for motherfucking CEO. And what it means is this, you need to understand how to take control of your life, whether you own a business, whether you're an entrepreneur, whether you have never sold anything, it doesn't matter. Is this an entrepreneurial podcast? Absolutely. Okay. Are we going to talk about how to make more money? Absolutely. But what we really talk about here is how to improve in every area of life and how to do so with a confidence, with a swagger, with a feeling of pride about

yourself that gives you that MF in front of the CEO, because we're all the CEO of ourselves. We're all the CEO of our entire lives. And what you hear on this show, some of it is a lot of business related stuff, but a lot of it is performance related stuff. So if you're brand new and we start to talk about something and you start to think, well, that's not me because I don't have a business. Keep listening because I guarantee you're going to take something away. Guys, with that being said, today is Tuesday. I am joined by my co-host, Vaughn the Impaler, the pastor of disaster. What's up, my man?

Did you see my post the other day about Coolio? Coolio? I liked it, but dude, it's hard to say. Coleo? Coleo, yeah. That sounds too much to say. Coleo? Coleo. Yeah. That sounds too much like colon. But you know what was interesting?

Did you hear the whole story? I mean, did you hear the story? No. Well, basically, there was a guy on Jeopardy who was asked a question. So for those of you who haven't heard it, a guy on Jeopardy who was asked a question, what 1994 rap hit song by Coleo was featured on Dangerous Minds? And the answer is? Gangster's Paradise.

Right, right, right. Well, they gave it to him, and then they took it back because he said Gangster's Paradise. He was white, right? He was white. Yeah, that's a white boy thing. And they said that he was penalized because he didn't properly pronounce it. Yeah.

But this is really interesting. Somebody thought when I was posting that that the whole point of my post was going to be details matter. You know what? That's a great point, though. Yeah. That is a great point.

We just had our... Every month, we have an all-hands company meeting. So that means if you work for First Form or if you work for S2, you have to come in person. It's always on a Sunday night. We feed everybody. We get together. It's not like your normal company meeting. I think everybody that comes enjoys coming. We learn a lot and we work to get better. But we had our monthly meeting

for January last night. And that was like the main point of the meeting was the three things that will affect your income. And this is what I talk to these guys about because I've got good leadership in my company to where I don't have to necessarily get in and teach someone how to sell something or how to help someone or how to do something because I've got guys that could do that now. So when I try to speak to my team, I try to speak to them about life, man, because the reality of our business, right? Or any businesses, you're going to have right or any business is you're gonna have people that come in and you're gonna have people that leave and their time here in my opinion should be productive they should I want my

personal goal and I understand I'd be foolish to say hey we're gonna keep everybody but we do keep a lot we have a very high retention rate but I like to think of our companies as like an, as its own Academy, right? As its own, um, place where people come in, they learn a bunch of shit and they leave when they leave, they're ready to dominate.

Cause I can tell you guys that are good here are fucking superstars anywhere else. And we were talking last night about what it, like what they should learn, what the skills they need to learn, and the three things that I hit on them. We did a podcast about this a little bit, but the three things were attention to detail, right?

People who win, people who earn a lot of money, people who do a lot of shit, good things in life, are sticklers about the detail. I mean, the smallest, minute detail, and they're consistent about that. It's not Monday and Tuesday. They're detail oriented and then Thursday and Friday and Saturday and Sunday. They're, you know, they let that slide. It's something within them. And guess what? That's

developed. That's something that has developed over time. Nobody, not many people are that are detail oriented enough naturally. And it's not until they completely believe and understand and buy into how important it is do they become that way. So we talked about that, and the other two things we talked about were the two skills that will make you the most money in any company, in any area,

and why they're valuable. And one is sales, okay? If you know how to sell, you can find a job anywhere. If you can understand how to sell and how to make People feel great for buying from you and how to make people refer friends Buying from you and how to take care of them which really comes down to one concept right? It's caring. Okay, it's not Selling people a bunch of shit. They don't need it's not lying to people. It's not manipulating them to get the sale

It's genuinely doing what's in their best interest over the course of a long time that gets you all that business. And we talked about that in detail. Okay. So how to sell properly, not how to call them 40 fucking times until they buy your shit. No, it's how to actually solve their problem and do so in such a way that they can't help but brag about you to all their friends family and connections and that's more powerful than ever right now because we have social media but and that's basically what you go into detail in the upcoming uh entrepreneur academy yeah yeah yeah we do have a course on that um i'm excited about that yeah that like the more that we film it and the more that we like when i first when we first you know how i was hesitant about it because i'm not a big uh you know info sell guy like i don't like like it's because most of the shit that's out there is garbage right you know i see people going two three thousand dollars

ten thousand dollars twenty thousand dollars in debt to learn some shit that is fucking it's not even helpful it's it's marginally helpful. Um, but as we started to work through this, this project, dude, I'm starting to realize like, it's going to be fucking awesome. Yeah. And it's exciting. So, uh, but getting back to what I was saying, the other, the third skill is leadership. Okay. And the way I explained to the guys is this, if I can remove you From one area of the business And put you in another area of the business So think about it like this Let's say wherever you are right now

You're working let's say in Texas Okay and you're working with a team of 30 And I can pull you From your team of 30 And I can put you In the team of 30 in New York City And in 6 months you will have improved the performance of those 30 people so much that you could statistically see it on

paper, not just what you could sell, but what they sell and how productive they are and how they've grown. And by the way, your team in Texas isn't falling off because you created real leaders. If you're able to do that, you will write your own fucking check for life. Because if I could take somebody from some part of my company and put them in another part and know that they're going to get that part on track, what's the price for that? How much is that guy worth? A lot,

a lot. And the good thing about all these skills, dude, is that they're all learnable. They're not gifts. They're not something you're born with. It's something that you can actually learn. You can learn how to be a leader. You can learn how to sell. Okay. And you can learn how to care about people. If you don't, if you don't understand how to care, like you say, Oh, well, this is just a job, blah,

blah, blah. Yeah. Okay. Let me teach you how, how to care about people. Let me show you how to do it. Okay. And let me show you why the details matter and how to sell and how to make people feel great and solve their problems and how to help other people succeed. See, I look at what we do as its own academy, right?

I have young guys and women that come into our company. I teach them, I coach them. We train them how to be fucking great and some of them stay forever and some of them move on. But when they move on, they're able to be successful.

So, you know, working here, I made a post today about, you know, basically what we've got going on culture-wise. But, you know, working here is not a regular job, man. It's like going to college to learn how to succeed. And, you know, it's fun watching people develop and crush and and learn shit and overcome and develop confidence and then not only do great here but sometimes leave and then go fucking do great somewhere else i dude i take pride in that you

know people ask how do you build such great cultures in your company because i genuinely care about our fucking guys. I genuinely care if they succeed in life. And I'm not foolish enough to think that they're all going to stay here. Okay? So, anyway, I guess my point to that whole thing is, if you want to learn how to be successful, come fucking work here. You know what I'm saying?

I have to add to this, and you know I like college sports, but isn't it interesting to you that the national championship game, which is tonight, at least we're recording right now, it'll be tonight. I know I like college sports, but isn't it interesting to you that the national championship game, which is tonight, at least we're recording right now, it'll be tonight. Who do you think is going to win? Georgia. I do too. Yeah, I do.

But isn't it interesting that it's people? I don't know why, dude. They just look better. I don't know why, dude. Yeah, supposedly that's the matchup that Alabama wants. Bro, they just look better. They look faster. They look tougher. Just watching them, they just look better. They look faster. They look tougher. Like, just watching them. Yeah.

I don't know. Like, I have all the respect for Alabama and Nick Saban. Oh, absolutely. And I've always been a fan of them. But, dude, I just don't think they've. Right. I'd be surprised if Alabama won. But isn't it interesting that Nick Saban is facing a former.

That's another reason why I think Georgia's going to win. A former. Assistant. Assistant. So, do you have higher. I mean, this is kind of off the topic. What were you going to say? Well, why I think Georgia's going to win. Yeah. A former... Assistant. Assistant. So it's... Do you have higher... I mean, this is kind of off the topic. What were you going to say?

Well, that's what I was going to say is isn't it amazing that it says something about Nick Saban that I think all of his assistants have been successful? Well, that's the job. You know what I'm saying? Dude, the job is to be a fucking leader.

Right. The job is to help people and that doesn't mean help people as long as they can help you. That means help people. help people yeah like do i have a number of ex-employees that have used to work here that have moved on to other areas and then text me or call me and say first thing they say is dude i learned more there than i've ever learned anywhere else and i'm so thankful for having the opportunity to work here but the second thing they say is hey i'm in this situation what do you think i should do and then i'll fucking like coach them through it. And they go fucking kick ass. Like, dude,

it's the best thing ever. I love it. Like, I think it's great. And it's funny. Cause when I talk to other business owners, they get like super pissed at people when they leave, like they get angry with them, you know? And it's just like, dude, you're, that's why you don't have a good culture. That's why you don't have people that love working for you because they know that you're in it for your fucking self. Yeah. You know what I mean? Yeah, absolutely.

It's an interesting thought to use that as a category to evaluate greatness, because you can look at some pretty incredible coaches, like Coach Krzyzewski at Duke, but his coaching tree is not that great. Whereas, like Bill Walsh back in the San Francisco 49ers, you look at the people. It's like the whole NFL. It is. It's like the whole NFL.

So it's an interesting just leadership. But dude, I can tell you for sure. How you replicate yourself. Yes. But replicating new leaders is the fucking holy grail of how to get fucking paid. Yeah. Within a company. And you have to have the skill if you're going to own a company.

Yeah. You know what I mean? And the funny thing too about leadership is that people think that you do you have to be like this loud boisterous over-the-top personality like they see like because that when you think about like great leaders that's kind of what you think about you think about like generals or you think about big coaches that yell and scream get people pumped up but dude some of the best leaders they have their own fucking style you know what i'm saying like dude some of the best leaders in the world are guys that don't that that don't yell and scream right you know what i mean and the thing is is that i equate it to this okay and i asked my team this i said what was worse

when your dad i asked everybody if they got their ass beat and everybody raised their hand yes which was surprising to me because most of my people are millennials i didn't know they still beat asses. But I got my ass beat all the time. Yeah, but they're the millennials that have come to work for you. So they might have a little bit. I don't know, man.

Yeah. Maybe. I don't know. But anyway, good job at parents for whooping some ass. But the point of it is this. Dude, I'm going to have kids just so I can whoop their ass.

Let's get some fucking DMs going on that. Write me how you hate me now. Right. You know what I'm i'm saying oh you never had kids or you never spank i'm bull fucking shit i'll spank your kids too but dude here's the thing uh we we have to we have to understand that um that leadership style is not exclusive to one style you know what I'm saying? So like what I was talking to the guys last night is this. What was worse? When your dad like yelled and screamed at you and gave you a spanking?

Or he said, hey man, you're better than that. That's embarrassing to me. I'm super disappointed in you. What's worse? Everybody agreed that the second was worse. So when you're a leader, what's leadership entail? leadership entail? It entails two concepts. One lead by example, right? That's what we always hear. Holding yourself accountable first, leading by example, performing at a high standard. What's the second part of leadership? It's very simple. Being able to hold the people around you to that

same standard, hold them accountable, force them to improve, force them to get better. And so many people can't do it because they're afraid that they're going to, that person's like, they're stuck at like junior high lunch table, where if they say something to someone, that person's going to hold a fucking grudge to him for life. You know, like if I correct Joe over here on my team, he's going to be pissed at me for correcting him. Or if I say something to, uh, you know, Julie about her not doing a good job, she's going to be mad at me forever. Well, dude, first of all, if you're doing something with the intention to improve that with, to improve them so they can make more money,

how are they going to be mad at you for that? And what fucking difference does it make? What difference does it make? Dude, you guys who are listening right now, if you want to fucking improve this year, I would tell you this. Stop worrying about how other people interpret your truth. Don't worry about how you saying something that is a fact of what you're observing and how they react. When you worry about how they react, you soften it. You don't hold people accountable. You let people slip by on details. And dude, that's what hurts you and it hurts them. You're being a pussy. Be a grown up and tell somebody the fucking truth. And when they get

upset about it, let them go pout and then walk over to them and say, hey, look, I'm not trying to be mean to you. The reason i'm holding you accountable is because i want you to improve and i want you to i want you to make more money have more success be more successful and win you know don't be mad at me for wanting you to win you know you're better than that and i know you're better than that what do you think that you think that person's gonna be mad at you at that point if they are there's something wrong with them right you know what i mean right and if they're you're doing the honest truth and guys, what you,

if you want to be a fucking leader and get fucking paid, you've got to get over the fact of that. People are going to get their feelings hurt. Dude, I walked through the office and I see somebody doing something fucked up. I'll be like, Hey dude, that fucking sucks.

Don't fucking do that. Do it like this. And I walked the fuck away. And if their fucking feelings are hurt, I don't care. I don't care if they're upset. I don't care if they think I'm mean because I know that i'm doing the right thing and i'm 100 confident in it but dude so many people can't get they can learn how to sell but they can't learn how to lead

you know what i mean because they're afraid they're going to upset their workplace or the reality is is that think about the people who helped you the most in your life i guarantee you they were hard on you i guarantee you they were hard on you. I guarantee you they were strict on you. I guarantee you they didn't let you get by with bullshit. Those people you end up respecting. So if you want the respect of your team, and this is a DM I get a lot, and an email we get a lot. Oh, dude, you know, I'm leading these guys.

They just don't, you know, I'm having trouble getting them to respect me and this and that. Well, you're not telling the truth, and they know you're not. You're not holding them accountable, and they know you're not. You're not holding them accountable and they know you're not. You're letting them slide and they know that that's not right. So what do they really think? They think that you don't fucking care. If you don't care about them, why are they going to care about you? Right. You see what I'm saying? Yeah, absolutely. It's interesting. I mean, I could, we could spin this off into a whole nother application, but it's kind of the true, it's kind of true and it applies to customers

too it's what you were talking about the other day where where we want we feel bad if we charge them for something oh yeah we feel bad if we if we're direct about no this is what it costs i can't remember the girl's name exactly do you see the connection i'm making yeah yeah for sure dude it becomes dude yes a hundred%. I've been through that. Like when people, and dude, people mess up their brand so bad by doing that because they devalue themselves in the eyes of others. Just to set the backstory of what Vaughn's talking about is, you know, we did a live Skype with, she was a chiropractor.

Chiropractor, Brianna. And she asked me, what did she ask me exactly? She basically asked you about giving discounts to friends and family. Friends and family. You know, that kind of thing. So she asked, how do you give discounts

to your friend and family? Or I think, and then connected with that was, how do I provide value without devaluing myself? No, that's what she said. She said, how do I give free without devaluing? No, that's what she said. She said, how do I give

free adjustments to my friends and family without them devaluing my service? I said, you can't. Why? And I asked her, I said, why do you want to give a discount to them? She said, well, that's because they're my friends and family. No, that's fucking wrong. Okay. Let me tell you something about your business right now. Quit fucking giving discounts. When you give discounts, people, especially your friends and family, dude, my fucking mom and dad pay full price. They don't get shit. My dad works here. Okay. The reason is, is because this, when you run a small business, especially in smaller town with your circle of friends, you're going to come in. They're going to come in to see you and they're going to say, Hey, uh, I'd like to get, um, you know, an adjustment and you'll say, Oh, that's cool. And blah, blah, blah. And then they go to pay. Right. And you're like, no,

it's on me. Okay. That happens once. That's a good thing. You're a nice person, right? We want to take care of the people that we take care of. But what happens is, is this, that person then goes to their circle of friends and says, Hey, go see my friend, Julie, who's the chiropractor over here, blah, blah, blah. She'll hook you up. Okay. And then your friend, their friends come in and they start thinking that they're going to get a fucking discount because the first lady told her that they were going to get a discount. Then again, when, when your friend comes in over and over and over again, she starts to expect it. And it actually ruins relationships because I can remember when I was in business, dude, and I was making zero fucking dollars.

And I made the same mistake she made. I was giving out discounts to friends and family, hoping they would bring in their friends and family. But the problem is, is the people that they brought in wanted to ship for the same price that i gave it to the other person and those people fucking i couldn't make any money and it almost put us out of business because i felt bad because i couldn't i couldn't deal with what you're saying about me saying no to this person and having them be upset you know what i mean and uh so yeah i totally relate dude i've all i was that same person when I when I when I used to work our first store um you know like let's say the first year we were open dude people would come in to buy shit and they would put it on the counter and because I had never really worked in a place where I had to ask somebody for money like that um in a formal

setting so to speak I felt weird like like I used to do this shit like people come up and set like two or three things and let's say the thing was they rang it up and it was 60 bucks because I didn't have 60 bucks to my name dude 60 bucks was a lot of fucking money to me okay so I started thinking of how 60 bucks I started thinking it in terms of my of how I perceive $60. So I'd, without them saying anything, I'd say, Hey, it's, it's $61.99, but you know what? I'll give it to you for 52. And I'd like, I would like give it to them, like without them even saying anything. And it was because I felt bad because I was judging the customer based on my personal financial situation. And dude, this is a huge no-no in sales, especially. You cannot look at someone

and prejudge their ability to purchase products. Okay. People will come in and they will look like they're homeless and they will pull out a thousand dollars cash. And I've seen it and no big deal buy everything they want. You will see people come in in a suit and tie and look all professional and they'll be like hey could i get a freaking discount blah blah blah you can't right you cannot prejudge and base your your technique off of what your perception of a lot of money is because dude you'll end up fucking yourself not only that but you're assuming you know their priorities yeah exactly right like what if what if if the dude who is looks homeless is priority

to get healthy so we can not look homeless. And you know, dude, I, one time I had a guy come to me. I, this is actually a really, I mean, this dude, this, this guy came into our store and I remember it was our first year and he, he had just got out of prison, like literally just got out of prison that day. He came straight to our store and he bought like 400 worth of stuff and dude at the time i couldn't fucking fathom 400 like to me it was like four million dollars you know what i mean right and this dude he's telling me how he just got out of jail and this and that and he wants to get healthy because in because in jail they don't feed him right and this and that and i'm thinking thinking in my head, I'm like, damn, dude, this guy's like,

what the fuck is going on here? You know what I mean? So anyway, I ended up giving him a discount. Like I'm telling you, it was like $400. And I was like, man, I could give it to you for $320 or whatever. And I cut all my margin out of the fucking ask. And dude, he bought it, right? And so he walked out.

And dude, I remember sitting there afterwards and feeling so fucking dumb. Just so dumb. Dude, I'm cutting my own throat for no reason because I'm too afraid to ask somebody to pay full price. And man, I could totally relate to people who are dealing with that in business when it's new uh especially with your family and friends oh dude for sure you know you know the flip side of that too is that i was just thinking this uh this christmas this past just don't open the fucking box like don't ever my advice to people is just don't open that box right you know what i mean like, it's easy to say

no to your mom and dad. Cause you can just tell them like, Hey, no, this is my business. So, so what I always did it, what I always did when people ask you for discount, as I say, what I just said, I'd say, Hey, look, my dad pays full price. My mom does. And they do. Yeah. You know what? So what, so why should you get a discount? Well, and along those lines, like Christmas Eve of this year, my daughter got sick and our and our heating went out and so i called a buddy of mine who has an hvac and uh you know it's christmas eve he's with his family everything and so i called him and i said hey man i know it's christmas eve is there any way you can come by and fix my heating and he's like yeah yeah i think i can and i felt compelled to say this and maybe this is bad as a customer to say this,

because we're pretty good friends. And I said, oh, and by the way, I intend to pay full price. No, I do that all the time. I'm not calling it in a favor or anything like that. And I think true friends and family don't make that assumption about people. No, dude, I tell that because at this point in my life, dude, I'm friends with a lot of people, especially in business and usually like i've helped them or answered their questions or done some sort of like mentoring or a favor or something for them at this point which is why i have so many

fucking friends okay and dude anytime i do that like there's very few people i will accept a discount from very very few right and uh i do that shit too because like i want everybody to know for two things i want them to know i'm not that dude i'm not that fucking dude it's going to come in and ask you for a discount when you're trying to run a business right and second of all i know what it's like to be the guy who gets asked for the discount and it's fucking bullshit because i used to get asked by all my friends all this all that and dude i give it to them and part of the reason i couldn't get ahead was because I was fucking too pussy to fucking confront these dudes and be like, dude, you've got to pay.

Because I was afraid they wouldn't buy from me. And maybe they wouldn't have, but it doesn't matter because I wasn't making any money. You know what I'm saying? Right, absolutely. It's just a mental hurdle. And it goes back to what I was saying about leadership. Like you have to, you have to be okay with letting them interpret what you say when it's the truth. You know what I mean?

You have to be okay with not, not wearing that. You can't wear somebody's reaction or perceive reaction or be afraid of their reaction when you're going to present a fact. Okay. How much does this cost? It's $61.99. And then shut the fuck up you know what I mean like it's funny because literally I I never watched Dr. Phil but the one thing I thought of when you just said that is the one thing I've heard him say is that you don't do something

based on how but how someone's going to react no you don't you don't let that even be a consideration that's the biggest reason why people aren't successful. Yeah. Because they do everything based on how somebody's going to react. Everything. Yeah. You're not even living at that point. You're not even who you are. Yeah, you can go crazy. Right.

Yeah. So, dude, I guess the point of what I'm trying to get at is this. Besides the point of just leadership and what it takes and let people perceive shit the way they want to is this don't devalue your shit okay like the chiropractor lady like you went to school you invested the money you learned a skill you took the risk these motherfuckers gotta pay right you know what I mean? Like you shouldn't feel like you're not good enough or you're not ready or you're not qualified. No, you're qualified. And the way people perceive your value is going to be determined by how confident you present your value. So if you do this shit where you discount your services all the time, people aren't going to see it as a big deal

to come to you. They're not going to feel good about coming to you. And in fact, when your competitor's charging a hundred bucks and you're charging 50 and giving a half price discount for 25, they also perceive your competitor to be more qualified and better than you. And that's a huge deal. I see companies all the time, discount, discount, discount, discount, discount, discount, discount. They don't even understand what they're doing to their brand equity. They're fucking ruining it. Okay. If you want to get in the trenches and compete on price, and that's all you have to compete on, you don't really have a true competitive advantage. You don't have a great product. You don't have a great service. You don have uh a real solution you know why because you're telling people you don't because you're

selling it for half of what the fuck it should cost and and also when you do let's not even mention the motherfucking supplement companies that do this shit okay uh let me ask you something Vaughn if I'm gonna fucking if I'm gonna discount and run a sale on groceries okay and you you're gonna go to Deerburg's which is our grocery store

here in St. Louis and everything is buy one get one free what are you gonna do you're gonna stock the fuck up right you're gonna fill your fucking pantry full of shit

and guess what's not gonna happen the next week and the next week and the next week not gonna go you're not gonna go grocery shopping right so when you're if you sell consumable goods and you discount them and fucking do buy one get one freeze and all this shit and and then you can't figure out why the next month sucks you're an idiot right okay you don't see

grocery stores do a buy one get one free you don't see them doing 50 off or buy one get 150 that's that's not how that works with consumable goods okay you're gonna send your customer out the door for the next six months i shouldn't even be saying this because we kick the fuck out of everybody because they do this shit okay and not only that would you feel good about putting fucking vitamins in your body that were buy one get one free every fucking other day no exactly but that's not to say that you cannot give stuff away for free in conjunction with that's different yes that's value added exactly that's value added shit so like if i'm gonna run a sale a quote-unquote sale which by the way i haven't run a sale since 2007 in any

company and i never fucking will either it's all on how you word it but what if somebody buys 250 worth of shit and I give them a bag of shirt and a fucking bunch of extra shit that's not a sale that's value added it's different it protects your brand equity okay dude I learned this lesson a long time ago one time we did a we did it what I'm talking about I learned the hard way by the way which pretty much everything I talk about, I did a, and I see all these dude, I got all these little supplement stores that follow me and I see them doing these fucking sales and I want to choke the fuck out of them every time because they don't even understand what they're doing. We used to have this thing in St. Louis at 2007 called the meathead special. All right. And let

me tell you what the meathead special was. It was seven pounds of whey protein for $21.99, okay? Or no, $29.99. Seven pounds of whey for $29.99. People would come in. They came in. They bought six, seven of them at a time. And dude, me and Jason, we're like, fuck yeah, dude, we're fucking crushing it we're putting up

all these numbers right the next three months we literally almost went out of business why because they weren't coming into shop said yeah they stocked up so like dude i've seen how this works but it it boggles my mind how people will drive and do all these fucking percentage off and buy and get ones and all this bullshit. And then wonder why they got to always do it to get sales. Well, you're training your customers. You're training your customers to only buy when it's discount. If you do a fucking discount 14 days out of the month, why the fuck would they ever buy at a full price? You see what I'm saying?

Yeah. Yeah. days out of the month why the fuck would they ever buy it a full price you see what i'm saying yeah yeah so like dude if you see uh if you if your grocery store did a buy one get one free every month when would you shop oh right yeah only when the sale is yeah right and dude i see these guys doing this and i see half of these companies going out of business. And not only that, dude, in our world, when people do that, then because people inherently perceive the product as a lesser value, if you can literally give it away for fucking buy one, get one free every fucking month, it must not have cost you that much because people are stupid. They can do the fucking math.

You know what I mean? So it devours your brand. It puts your customers out of the door. It ruins your cash flow and dude it's all because you can't you can't build value with any other area of your product because you're too stupid you know what I mean have you you read a lot have you ever read uh Robert Cialdini's famous book on influence basically this scientifically okay well he's got this great, great story, basically, where he says, he tells a story of this lady in Colorado who had a souvenir shop,

and she was trying to sell these souvenirs, and they weren't selling real well. Well, she left for the weekend, and she told her assistant, well, listen, just mark everything down by 50%. She comes back, and the assistant goofs, and the assistant, instead of marking everything down 50 she marked everything up 50 completely sold through all the inventory and his point is kind of what you're saying is that you this whole concept of pricing to sell and discounting i'm gonna tell you right now there's people there's people kind of crazy there's people that think both ways okay there is people that that will buy shit only when it's on sale. My dad is that way. He's very frugal.

He will only buy shit when it's cheap. He wants a fucking deal. But he grew up extremely poor. Like extremely poor. You know what I mean? One of 12 kids, fucking poor as shit. All right? I get why he's like that.

He's actually changing now. He's starting to understand that he's not going to fucking start a death. Right. But some people are like that. And I like that. He's actually changing now. He's starting to understand that, you know, he's not going to fucking start a death, but some people are like that. And I understand that. And some people have to buy when it's on sale because they can't afford to buy otherwise. And I understand that too. Okay. But most people are not like that. Most people can afford to buy the shit at your asking price. Okay. And if you just constantly give it away and give it away and give it away, you're training people two things, one, to wait for your sale and two, that your brand's not that valuable and your product's not as good as the price you ask. And the third thing you're training them is this. You're some kind of snake

oil weirdo who's like trying to manipulate them into buying. People aren't fucking dumb, right? They know, they know there's margin. And when they see you give away, buy one, get one free, they're like, well, he must be making money to do that. And you may not be making money. So it makes you look bad even though you're not because you're too afraid to ask for a price. And what does that also tell you?

It also tells you that you're not focused on building value. You're not focused on solving the problem in the best way possible. Okay? If your product or service, whatever it is you do solves the problem over the top. If it solves the problem in the best way possible, better than any of your competitors, why would you not ask full price? Why would you not? And here's another thing. A high price isn't always a bad thing because there's always good, better, and best, and if you're going to try to be the best

and you want to be the best, do you not think that every single fucking person understands that the best costs more? Tell me one thing in life. Tell me one. One thing in life where the best is also the cheapest. Would you walk into a Rolex store and be like, hey, give me a discount? Oh, that's beside the point.

Discounts on Lambos. Name me one thing in life. I can't. Where the fucking best is also the cheapest. Yeah. It doesn't fucking exist. And does that not make logical sense in your mind? It does.

I mean, you're not really a business guy, right? No, not at all. You came from a totally different area of the world. When you go to the store and you look at things, and I know it's not always true, okay? And I understand it's always true, but at your first glance, before you examine anything and you look at a product that's priced,

they're all similar products. One's priced five, one's priced 10, one's priced 20. Which one do you think is the best in your mind? Oh, the highest price one. No, that's psychology. Everybody thinks that. Right, right, right. Okay, now it might not always be true.

You have to do some research, but sometimes and most of the time it is true. There's a reason why that price, because companies wouldn't be able to stay in business charging a higher price if the quality wasn't there. You know what I mean? They go out of business. What kind of beans do you get? Me? i don't know you always say the most expensive oh yeah i don't know anything about beans so so like dude when i go like when i go to the cans like dude it's just a i'm just wired this way and a lot of people are when i look at canned beans

let's say because like i'm gonna make some fucking uh nacho dip right and i want to get some black beans they'll be like the one cent can the five cent can the 50 cent can i'm buying a 50 fucking cent can you know why i don't know i don't it could be the same thing off the same line but i feel better about buying it i'm like fuck yeah because that way when the dip comes and it's it's out and it's great i'm like yeah i made that with the best ingredients possible. Right? Yeah. That's how I build my products. No, it makes no sense. Like when we build our products at first form, dude, I go find the most expensive ingredients, the highest fucking price shit and the best shit.

And that's how I build our products. Because, well, especially in our area, like, dude, people take our products to get a fucking result. They're not taking a product because they just want to take it. People who take supplements want a result. So why would you not produce the products that produce the best possible result? I don't understand why companies do this. Remember the combo that Sal had with our fish oil manufacturer?

No. No? Okay, well, he was on the phone with him, and he's like, this is our source for our fish oil. And he's going over the list of options, and Sal's like, well, dude, let me ask you a question. Which one would you take? And he's like, well, of options and sounds like, well, dude, let me ask you a question. Which one would you take? And he's like, well, it's a little bit expensive. He goes, I don't care. Which one would you take?

Yeah. No, that's how we source shit. We find the best, best, best. And you know what? That makes our products more expensive. People are like, man, Andy, how do you build your company when all your competitors are 30% cheaper than you? Well, we're fucking 100% better. You know what I mean?

That's great. Say it again. You're 30% more expensive because you're 100% better. I like it. Yeah, well, that's the truth. You know what I mean? And that goes for not just like half of our ingredients. It goes for every fucking ingredient that we include in every fucking product.

And dude, that's why when people start using our products, they stay using it. That's why when people start using our products, they stay using it. That's why when people start using our products, they're the most expensive, but we also can offer 110% money back guarantee. And we have a less than one half of 1% return rate because the products do what the fuck they're supposed to do. We're not in this to make money. We're in this to solve fucking problems. And that's why we're successful. What you're saying really reminds me of a conversation I had with my dad when I was little. I mean, he was, you know, maybe upper middle class. We never made a lot of money, but he was a salesman.

He sold, of all things, the big church organs. But my dad used to love to dress to the teeth to go out on sales calls. And in that context, it made sense because you're dealing with church people and they're all dressed up and formal. But I asked him. I remember asking him one time. Well, that's a different and formal. But I asked, I remember asking him one time. Well, that's a different time too. Yeah. And I remember asking him one time.

I was like, dad, man, you get some expensive suits. And I didn't remember until just now. He goes, son, I can't afford to wear a cheap suit. Exactly. And you can't afford to use cheap fucking vitamins and supplements either. You're putting in all this. Dude, explain this to me. This is something I've never understood about supplements,

the industry in whole. And I know I'm right because the fucking numbers say so in our business growth. You're putting in all this work. You're monitoring your diet perfectly. You're going to the gym. You're fucking working your ass off. You're doing hard as fuck cardio.

And then you're going to go buy the cheapest supplements and put them in your body. Right. Who the fuck's going to do that? Yeah. Like, dude, people, the only people that are going to do that are cheapest supplements and put them in your body. Right. Who the fuck's going to do that? Yeah. Like, dude, people, the only people that are going to do that are people that have to do that. Yeah.

Everybody else is going to be like, dude, I'm putting in all this work. I'm doing all this hard shit that I don't normally have to do. Investing all of myself into this. I want the best fucking shit. That's what we make. Yeah. You know what I mean? I mean, people, I talked to other guys in the industry and they're like mind boggled

about it. And I'm like, dude, it's fucking thinking through, dude, if you're in business right now and you're doing everything that you do because your competitor does it, you're never going to fucking win. Because here's the thing. When you look at your competitor and you say, and let's say there's a successful competitor in town and you're the little guy. All right. And they're the big guy. This could go for brick and mortar. It could go for online. Use it, use it how you got to use it. The reference is still the same. You have a, you have a market leader and you have the wannabe. Okay. And this is why there is market leaders and why there's wannabes. You had a market leader who from the outside today, let's say I wanted

to start a retail company online. Who's the market leader in online retail? Amazon. Everybody knows that. All right. So I'm going to go out and I'm going to become the fucking next Amazon. So I'm going to go out and I'm going to build a website that does every single thing that they do. And it's impossible. Okay. But let's just say it is possible. I'm going to go out and build a website that has every single product, every single thing, every single convenience factor, could get you the product the exact same. You could do literally everything Amazon can do. Okay, and I'm going to launch this site.

Do you know why it's not going to work? Hmm. Because you would almost have to offer things on discount, right? No. Because what you're copying is their ideas from two, three years ago. What you're seeing on the outside of a business is ideas, is concepts, is discussions that started years ago.

So by the time you copy it and put it into play, they're already 50 steps ahead of you by default because they're already having conversations about what's next, this, that, the other. That's why you're always going to have market leader and market followers because market followers cannot innovate. They cannot think logically. They do everything because everybody else does it. I have a dude, a dozen companies in our industry that do every fucking thing that we do like the next year, right? They, they see what we do and then they do it and they think that's why we're successful. And here we're already moved past that. You know

what I mean? And you can't afford to do that in business. You have to, if that's how you're running a business, you shouldn't be in business because you're going to have a hard, hard time. You're never going to get above that. I'm struggling stage because you're, you're, you're selling and producing things that people have already been familiar with. You see what I mean? Yeah, absolutely. It's interesting. I'm tying in all these. So we've talked about leadership. We talked about sales. We talked about how you price your product. I mean, all of it seems to flow out of what you said at the very beginning, which is valuing what you bring to the, valuing your brand and the things that people do to undermine their brand.

Remember I did that podcast about being a fraud? Yeah. This all stems from that. Okay. People inherently feel like they're a fraud because they're so, like my good friend Ed Milet will say, they're addicted to how other people feel about them. They're addicted to what people perceive them as instead of being themselves. So they feel like a fraud. Like when they step out

and they launch a website or launch a store or do something new, they don't feel qualified. They don't feel good about what they do. They don't feel confident about their value because they're not okay. They haven't earned the confidence. They haven't learned how to present value the proper way. And when it comes down to it, they don't have the backbone to look somebody in the eye and say, yes, this is what my product's worth. Let me teach you something right now. Your product, whatever you sell, whatever it is, whether it's a service, whether it's a fucking product, whether it's a nuclear weapon, whether it's aspirin, your product, if you want to sell it, you better fucking realize this. It's not for everybody because your whole entire mindset will change when you accept that. When you understand

that you, your product, your message, your brand, who you are, what you're about, everything that you offer isn't for everybody. Now you're free to do what you need to do to be successful. Because when you're trying to appease everybody that's else that's out there and trying to appeal to everybody, what you're doing is basically you're taking what this person likes and what that person likes, and this person may not like what that person likes, so I'm going to do something in the middle middle and you're compromising your entire existence. And when you compromise products and business, guess what they become? They become fucking commodities.

Nobody gives a shit. Nobody pays attention because they don't make people pay attention because you're too afraid to let people understand that your product may not be for this person or that person or this person. And when you're in business and you have no sales and you have no customers and you have no income coming in, that is a hard thing to fucking get wrapped around. Because imagine you not making any dollars and then you establishing a product and then having somebody, you know, your first customer, potential customer comes in and looks at your process. I don't like that.

Okay. You understand what I'm saying? You have no money coming in. You have nothing going for you. You're, you gotta, you got bills to pay. It's terrifying.

It's dude. And it's, it's, it makes people take that product and fucking throw it away. And it might be great for the next 50 fucking people, but they take their product, they throw it away and it might be great for the next 50 fucking people but they take their product they throw it away they make it how that person wants and then then they wonder why they sell it to that person but then the next 50 don't want it you know what i'm saying it's kind of like our first product ignition i mean dude how many people

even knew what the fuck post-workout carbs were yeah but you knew it was the most important you know and it was a hard sell in the beginning. Well, you know, look, man, anything that you do needs to be with the intention of finding that niche. OK, it needs to be with the intention. When I when I had Randall on Randall pitch on the fucking podcast, I said to him, I said, and you'll probably remember this. I said, hey, dude, I said, you know what I like about you is that you understand branding. You understand that if you feel passionate about something, if you believe in something, if you think something's cool, that there will be enough people out there that also resonate with that. And that is the biggest mistake people make in business.

They don't do what Randall Pitch is doing. They don't come from their heart. They don't come from their passion. They don't come from a place of don't come from their passion they don't come from a place of a problem they really want to solve and by the way he owns a fashion brand what does he do he makes people feel cool that's a real problem feeling cool is a problem we all like to feel cool so let's make motherfuckers feel cool right because i a lot of people say well what problem am i solving i'm selling this, eventually if there's not a

problem, you don't have a fucking product. Right. Right. But don't, don't, don't discount what people think is a problem. Seth Godin says that the thing that a lot of people don't believe that he said, I guess a number of times, but he can't, he can't get people to believe it is that you can make a million dollar a year business minimally on a thousand people, a thousand customers. Oh, easily. Yeah. And he says, kind of to your point.

Yeah. You need a thousand true fans. Yeah, a thousand true fans. Yeah. And dude, that's, I mean, I can't think of something that doesn't have that. Especially in today's day and age

where you could have, if your product wasn't. I really can't think of something that wouldn't have a hundred times that. Well, as you've always pointed out, the whole butterfly, for those who have listened for the times. Well, as you've always pointed out, the whole butterfly, for those who have listened for the last two years, that you could even monetize.

Isn't it butterflies you're talking about? Yeah, yeah. You could even monetize butterflies. That's the example I use for passion, right? Like, dude, let's say you're passionate about butterflies, right? You think they're the coolest thing in the world. And you're like, man, I can't make a business out of butterflies.

Bullshit, you can't. There's a lot of other nerds out there that think butterflies are awesome. Right. Right. So you go out and you create the butterfly Instagram page and then you start building these people who like your beautiful photographs of butterflies. And then you build a butterfly calendar and a butterfly app and butterfly T-shirts.

All right. And you sell them to these people. And then, you know, after a while, you know, you're you're fucking you're the butterfly master. You know what I mean? Like, it's it's not a hard concept to grasp. People just don't have the confidence to execute it. Yeah.

You know, dude, I know there's, I know I push this too much, but there's so many analogies between business and, and athletics. And I like with the completely parallel. Well, like with the case where, when you have a good shooter in basketball and they missed their first couple shots, what do you do as a coach? You tell them, I better not shoot anymore no you say no keep shooting doing what you're shooting and that's what it seems like you're saying is like when people go in business and they miss their first couple shots dude like well i must i must do i

must you know maybe i need it for me yeah i must be doing something wrong i must try something else no get up there and keep taking your shots and you're, you know, eventually that comes back to what we said. It comes back to people's connection with how people feel about them. People don't, people don't want people to observe them feeling bad. People don't want people to, you know, see them trying something they're not good at. Dude, the biggest, the biggest killer of success is, is people not letting other people see them be bad at something because their egos are too fragile you know it makes no sense like you've never done this thing before you've never practiced this thing before you've never launched this thing before and you expect to be great at it but you know you're not going to be great at it so you don't do it because your

friends are gonna make fun of you on friday night it makes no sense right you know and dude that that's the biggest killer of success monetarily financially and happiness too and fulfillment because dude if you're not fulfilling what you truly feel like you are on the inside you're gonna be miserable your whole life dude i was talking to this vocal coach once and uh i'm like so what's what's the biggest tip you could give somebody he's like you're gonna have to learn to you know sound fucking bad yeah and in front of people yeah right dude it's a big deal like and it comes back to the same things we talked about this whole concept like it's very very hard to to develop and be good at anything you know if you want to be a good leader and you're worried about how everybody's going to take your fucking criticism when you're telling

the truth you and you quit giving it because of that you're going to be shitty you know if you want to be a good leader and you're worried about how everybody's going to take your fucking criticism when you're telling the truth you and you quit giving it because of that you're going to be shitty you know what i'm saying if you have a product and you're trying to make everybody happy with it and you're afraid of that one guy who's going to say he doesn't like it guess what you're not going to have a product that captures people's attention that's relevant you're going to have another me too product right you know a me too brand and you know what you're going to be a me too you know it comes down to too brand and you know what you're gonna be a me too you know it comes down to personal branding too you know i'm giving a talk here in a couple weeks at gary's event uh his agent 2021 event which is going to be fucking cool um about personal

branding and like i think the whole event is because these realtors and agents and insurance agents and you know all these people use car salesmen and car salesmen they don't know how to brand themselves to be experts you know i'm saying they only they do the same shit every this is a great example of people who do the same exact shit because everybody else does it look at any fucking realtor they got a fucking they got a stupid ass glamour shots picture on their fucking business card right their website is their fucking face first of all let me tell you something nobody fucking cares about your fucking business card face and your glamour shots and the wrap on your car it says i'll sell your house no one fucking cares right you're doing that shit has been done

for 30 fucking years it's irrelevant it's you're driving around an ugly fucking car with an ugly fucking wrap and it's fucked i mean dude you're thinking it's bringing you business. And if I, I do, I love when I ask people like, cause I had a rap on my car too, but one time, but I didn't have my fucking face on it. But I,

and, and I had somebody asked me, or I asked him, I said, Hey, how much business you get? Oh, you'd be surprised.

You, you would be. And I'm, I know they're full of shit. Right. Right. And I'm just thinking in my head, I'm like,

dude, your ego is that fucking fragile that you're not willing to make a mistake that you said you spent $7,000 on this rap with your fucking face on it. You know what I'm saying? Right. Every other motherfucker in town has that fucking same rap with a different face. It's even the same color.

Like the banners are almost always the same color. The color scheme is always the same. Don't even get me started. Those are the biggest motherfucker play business people on the face of the earth. There's out of every 1,000 there's one that makes a fucking killing. Right.

But everybody else wants to play business. They want to have a meeting. They want to do this. They want to do that. And you know what? It's about them. That's why they have trouble.

Make it about the customer. Make it about finding them the right fucking place to live. Making them making it about them making money on their situation

et cetera et cetera et cetera et cetera, et cetera, et cetera, et cetera, and then display how you do that in creative ways and build a personal brand around that. Now we're talking about something else. Now we're talking about innovation. Now we're talking about a brand that can actually stop people and have them take a look. You know what I mean? Absolutely.

It's also a couple industries that really have no clue of how to do content marketing. Oh, God. Like, when they think content marketing... No, they stick their fucking face out there. Yeah, they put their face out there, or they're only addressing things that are very, very specific to, like, selling a home or whatever, instead of just putting their personality about there.

Dude, bro. Putting out things that provide value. Let me tell you a pet peeve of mine. You know? A pet peeve of mine is ego marketing. Huge pet peeve of mine. Like, where pet peeve of mine like when people unnecessarily put their fucking face into advertisements and shit or they put their kids into advertisements or they do this or that it drives me insane it's just wasted fucking money and it's all to appease

your own ego the reason these motherfuckers put a billboard up on on here on the highway with their face on it is so their friends will say hey i, Joe, I saw your face on the billboard. They want to feel like the fucking man. You know what the fucking man is? The man is the man with fucking millions of dollars hanging out his fucking asshole when he takes a shower. It's clogging the fucking drain.

Now you're taking a bath. That's the fucking man. There's some questions I need answered. I don't care. Fucking paint the mental picture. But being the man and pretending to be the man is two different fucking things right you know what I mean recognition like dude there's an old saying and it's fucking true too is that people will work for money but they'll fucking kill for recognition and dude I've never understood that I've never been I've never understood that like

you're gonna fucking sell out the rest of the quality of your life for a fucking trophy or an award the fuck out of here it makes no sense to me now granted i'm but dude it's true most people do love the recognition i fucking i don't get it yeah what i was gonna say is you know not like for example on like our uh company award banquet like it pisses me off when my name's not called, but that's different. Yeah, that's different in our company,

dude. Everybody earns that shit, right? There ain't no fucking bull. Yeah, I'm way more money. Yeah. Well,

also our awards come with money. So yeah. So, you know, it's not just like a fucking trophy that you stick in your room. He's nothing. But my point on this is this is like, you know,

don't do shit just because it appeases your ego. Do shit because it's going to help the customer. Right. You know, so many people ruin their companies because they're doing like they think that business is supposed to be like this. You know, you walk in and you have this nice desk and a nice office and, you know, your pictures on the desk of your family and you know you sit at your desk and you do your work and people come in and they're impressed by your you know your your rich collection of leather bound books and you know like dude like that's what people think smells of rich mahogany yeah that's what people think business is dude people think that's business

business is not that business is solving the fucking problem in a way that makes customers say, holy shit, that is the best, that's the best interaction I've ever had in business with anybody. And then they tell their friends. That's what business is about. Has nothing to do with what you wear or what you drive or your fucking office and shit like that. No one gives a fuck. You know what I mean?

Let me add this. When I was getting my... By the way, I used to think that was what business was too. Playing business? Yeah, I thought it was too. I thought you had to have a great business card

and you had to have your car wrapped and you had to have this and that and this and you had to have a nice office or nobody would take you serious. You had to wear a suit, nobody would take you serious. You know what I mean? Right.

People don't give a fuck about any of that shit shit they care about themselves they care about what value you're going to bring how is your product going to help them how is your service going to help them and this sounds so basic i know a lot of people like shaking their head and thinking no shit well then why the fuck aren't you doing it good question see what i'm saying yeah absolutely so when i was getting my ma in uh creative writing uh i learned something in in one class that i think is it kind of reinforces a point that we we've made that you sucked at writing what's that yeah that i suck at writing no but the point is is that we were sitting around evaluating everybody's uh writing and it was interesting

because my professor made the distinction she said a lot of us didn't know how to critique the other person because they would say like well i, I don't like this story. And she'd say, it's not about whether you like the story. It's about whether it's a fundamentally good story. So she was making the distinction between something that's objectively good writing and a writing style that you just don't particularly care for. And so I think a lot of people, they get those two things mixed up. They, their friends and family, they say, well, I don't, I don't think your brand is really good. I don't think that what you're putting out there is really good. And they need, you need to be able to say to those people, no, no, listen, it is objectively good. It's just

not something you particularly care for. You know what i mean yeah like there's a difference between the actual substance of a brand and the style and it's up to every person to determine what the style of their brand's going to be you know and i think people get really really they really really do get grant cardone's calling me here on his uh on his facetime oh he's what's up dude you want a podcast yeah say hi to everybody what's going on killer uncle G uncle G's right here on the phone unexpected guest I am right here live on the podcast brother what are you doing that's right hey while I got you you got audio on this yeah yeah I can tell people about 10x man 10x growth conference february 22nd 23rd and 24th but the dates don't matter if you don't commit who's gonna be there time is an illusion

brother hey man especially when you got a g5 no shit you want to tell everybody what me and you talked about about this uh about this uh is it is it is it losing or is it winning all right so the other day i i had i posted the post of the hockey uh deal okay and a lot of people were pissed off about it so i text all my all my baller buddies and i said hey who who wins is it somebody who loves to win or is it somebody who hates to lose? Hates to lose. You think it's hate to lose? Grant said he loves to win. I love to win.

You love to win? Yeah. All right. I said hate to lose. All right. And, Andy, just so everybody knows, I mean, the thing that I text you is, look, losing is in the past. If you lost, it already happened. That's true.

Even the fear of loss would be something that happened before, right? Like, you're not scared of a tiger, you know, because... Because I never got bit by a tiger. Maybe you did. Maybe you did. Maybe you've lived more than once. I feel like the fear of losing, though, keeps you winning more often, though. Dude, I think it's a great question. Here's what I think. I don I think it's a great question. Here's what I think. I don't think there's a right answer.

I just think everybody feels a little bit more about – I actually think it's an evolution. I think that when you're young and you have no sense of where you're going to end up and you're scared and you have anxiety, you feel one way about it. When you start to make money and gain some confidence and have some success, you start to feel a little bit differently. Grant and I are at different points. You know what I'm saying? You're a few years down the road from me, brother, and you're doing really well.

You know, you probably haven't lost in a long, long time. Oh, that's bullshit, dude. I lose all the time. I lost this weekend. What'd you lose at? I mean, I got this deal that's been a problem, right? It hadn't gone down the way I wanted to. I lose constantly, but that's not what keeps me in the game.

It's when I won. I remember the win. I remember what it feels like. I remember the payoff. I remember that it pulls me forward and the losses just keep me stuck in the past. So anytime I want to move from a loss, I start focusing on the wins.

That makes sense. That's a good point. Andy, as soon as I got on that new Gulfstream I bought, I was already thinking about the next one, bro. Yeah, I know that. I know that's true. And there was no loss involved in that in any way, right? Look, what's pulling

me forward right now is the 10X Growth Conference in February because I'm going to be spending time with a winner and that winner is Andy Frisilla, my little nephew. That's right. That's right. Dude, we're going to crush it, man. I had somebody DM me yesterday and say, hey, is this 10X Growth Con really worth going to? I'm like, dude, I've been involved in a lot of events, man, a lot of events. There is no question it is by far the best. And I'm not just saying this because you're sitting here. I've told everybody this. It is the best event event the best entrepreneurial success event that you will

ever go to ever no matter who puts it on no matter if it's no matter what it is the best there's no question we're sitting here mapping out the day right now and and all the executives are in the room saying dude when people see what you're going to do for them that's an unbelievable so hey i can't wait to see you bro call me later this afternoon all right brother i'll call you when i'm done be great all right that was pretty cool that was cool and it was good because i was making a point but not making it very very well dude so uh yeah uncle grant comes because save saves your ass yeah he did so he did so dude the best so Grant. So, actually, this is really cool. I wanted to talk about this anyway.

So, I think it's one of the most interesting questions is how people are wired and why they think the way they are. And, Grant, okay, I text everybody. I text Gary. I text Grant. I text fucking Bradley. I text Ed Milet. I text Lewis Howes. I mean, Sean Whalen.

Everybody that I'm friends with who's, you know, a success-minded person. And it was funny because the answers were all over the board. Like Grant said, winning. Gary said both, which is true. And I said, well, pick one, and he wouldn't. But just because, you know, he posted the screenshot of the conversation online. It was funny. That was great.

Yeah. But let's see. Ed said loves winning. Brad said hates losing. Lewis said hates losing. I'm a little surprised Lewis said hates losing. Listen, Tim Grover said hates losing, obviously. Okay.

I'm not surprised about that. Yeah. I'm not surprised about Lewis. He's a fucking competitor, dude. He's an athlete. Right i would have thought that lewis is such a positive person that he would motivate everybody has both inside them yeah like right like just because you hate to lose doesn't mean you don't love to win like i fucking love to win yeah but like i'm still at a point like grant's at a point where he's so financially established that like literally his whole fucking company could crumble today and he would live the

exact same way for the rest of his life i'm not that way yet like dude i've got to keep growing and keep growing and keep doing more things because i like to spend a lot of money and i like shit so for me to be to live the kind of life i want to live you know i've got to get more successful and and um you know i don't i'm not hurting for money or anything i do whatever fuck i want but losses and wins but for the next 70 years if i'm going to live that long i'd have a lot more money so uh we're in different places you know what i'm saying but the answer is the answer is both my personal opinion my personal opinion is that someone will fight way harder to lose what they have than to work equally as hard to gain more.

To not lose what they have. No, to not lose what they have. Right. People will work way harder to not lose what they have than to work that equally as hard to gain more. That's my personal opinion. That's how I feel about it. Yeah, I don't see how anybody could argue that.

Like, yeah. But, you know, that's, but other people other people do like Grant just made a great fucking point like he and I believe him he's being genuine we argued about it back and forth for probably like two hours so well most people live off their wins way too long too yeah that's true fuck yeah dude they're glory days yeah they're infected with that glory day mentality or if they get a promotion it's just like oh okay well dude how many people have Or if they get a promotion, it's just like, oh, okay, well. Dude, how many people have you seen here get a promotion and then go to shit

and then end up losing their job? Yeah. Dude, it's just a, people, I don't know, it's a weird thing. But I'm always fascinated by that question. So it could be an entire podcast.

I think we should start asking every single guest that we have that question. That would be a good question. Yeah. So we can just wrap that would be a good question yeah but so uh we can just wrap that up i guess well that was that was smooth fucking smooth sorry smooth operator down there well you know appreciate the enthusiasm yeah so guys uh we kind of went all

over the place the main thing here is this you have to be aware how people perceive you, but you can't be like this shit where people are like, I don't give a fuck what anybody thinks. Bullshit. Everybody knows that's bullshit. Everybody, you should care what other people think. You should be aware of what other people think, but you shouldn't, you shouldn't let what other people think stop you from doing the right thing for you, making the right, growing the right skills, making the right criticisms, making a great product, running your business the right way. And I don't think this is a, I don't think this is a fundamental problem of people don't have, you know, sometimes people don't have the backbone, I guess, because

I said that earlier, but I think it's a fundamental problem, not understanding what business is about. They don't understand that there's a niche market for you that's big enough to support you and make you millions of fucking dollars. You know what I mean? And make your team and everybody around you successful as well. When you try to appease everybody, you're going to appease nobody. And that's a very famous saying, I don't know who said it, but it's the truth, and you have to stop if you're going to get ahead, and I'd like you to do this in 2018. I'd like you to work on being a leader, okay, because the three things that are going to get you paid in life

is your attention to detail, your ability to sell, and being a leader, and attention to detail and ability to sell are much easier to learn than being a leader, all right? So being a leader is two things. Setting the bar for performance. All right. Being great.

Setting a high standard and holding yourself to that high standard consistently. And then the second part is this. Holding other people accountable. And this is where people fuck up leadership. Okay. Don't be afraid to tell somebody they can do better. Don't be afraid to tell somebody they can do better. Don't be afraid to coach somebody on their technique. Don't be afraid to pull other people up

because they will not resent you. They will love you for it. And if you want to get paid, the way you get paid is by bringing value to others. And bringing value to others, when you lead them and show them how to be successful, what is more valuable than that? What could you do that would be more valuable than to teach someone else how to fucking survive in this world?

And that comes from being a leader. So guys, like we always ask, if you enjoyed the podcast, please tell a friend, leave us a review. Okay. And we'll see you next time.