Right About Now with Ryan Alford - Approaches to Leadership Effectiveness with Tanner Chidester

Starting point is 00:00:00 I think sometimes they know they need to do it, but they try to do other things to feel like they're being productive, even though they know those are the wrong things to do. Like, you can't avoid it. When I got back and I was looking inside my business, I just knew, I was like, I have to cut all these reps. And it was the whole sales team for a division. And I'm thinking, I have to go out and find four new guys, not one, four.

Starting point is 00:00:22 You're listening to The Radcast, a top 25 worldwide business podcast if it's radical we cover it here's your host ryan alford hey guys what's up welcome to the latest edition of the rad cast i'm ryan alford your host we say if it's radical. We cover it. We might cover it more than once. That's why we got Tanner Jettister back. What's up, Tanner? What's up, Brian? Thanks for having me, man. Yeah, man. Founder of Elite CEOs. Author of Infinite Income. You know, it's always infinite. We need infinite wisdom from Tanner. Tanner. So glad to have you back, brother. And good to see you in Miami. I think we might have caught you in a little better spirits last time we had you right in. I don't know what you just been on a tour and I don't know what I think someone maybe had kicked your puppy or something. That would not probably be surprising. Yeah, dude. I mean, I'm excited to be here. Thanks

Starting point is 00:01:24 for having me. Yeah, man. What's's been cooking what's new in your world well uh really since how long ago did we talk about what three months ago yeah i think by the time this will be airing four or five months yeah yeah so i mean quite a bit's happened so i came back from traveling and i had to kind of get my hands back in the business it was a little bit of a mess um and it's my fault I mean it's always your fault unfortunately which is the sucky part about being the leader uh I just I I'd put people in positions I hadn't trained them well enough on or uh shouldn't put them there in the first place and so I've been spending last 60 days really just kind of fixing everything just kind of fixing all the issues. Um, I fired a whole sales team and when I, my divisions replaced all of them, had to, uh, get

Starting point is 00:02:12 rid of some managers, bring in some new people. There was just some training that wasn't happening and stuff like that. So I think when I started, I was a little upset, uh, because, you know, you get used to things being a certain way, I think. But it was nice to kind of get back in the thick and know that I can still do hard things. Outside of that, I've been working on something behind the scenes that I'll be launching probably early next year. So I'm excited about that. It hits all the things I think I need to hit a nine or ten figure exit.

Starting point is 00:02:40 So it's high priced. It's low to easy fulfillment. And I got the customer base for it too. So I you know, it's high priced, it's a low to easy fulfillment. And I got the customer base for it, too. So I'm excited about that. But that's most of it. So it's really been just balls to the wall since it got back. Not a lot of time to breathe. Yeah, man. I think it's an interesting, you know, we're gonna go too far down the path. But I think for people listening, a lot of entrepreneurs, different people, that story of uh you know scaling your business letting go of some things hiring people not going as planned

Starting point is 00:03:14 having to step back in i mean i've been there and it's it wears you out but it teaches you a lot too i mean you know everything's everything's a journey everything's learning you know if you're not learning you're not growing i know uh i think a lot of people could relate to what that was like no 100 i i mean we were joking about it earlier but that's one of the things i like about you know like the sauna and the cold plunge and working out and it's just it's good to constantly do hard things so that you know when you're needed to do hard things, you can handle it.

Starting point is 00:03:49 And I think a lot of people, they're not used to doing those things. So when they're confronted with something, they can't handle it. And I think that was, it was a good reminder, right? Because it's been so easy for me for a long time. And so it was nice to come back and, you know, hey, I'm going to have to do 16, 18 hour days

Starting point is 00:04:04 to get things back in place. And I mean, you can imagine training one sales guy, imagine training four or five all at the same time, you know, so the amount of calls and stuff I was having to do and, you know, recordings. But I ultimately I love it. I don't know about you, but if I take too much time off, I honestly don't enjoy it. So what I really feel the best is what I've been working really, really, really hard. And then I got maybe a day, two days max. And I just get so recharged and I'm just ready to go back at it. I really kind of enjoy that kind of on and off switch. Yeah.

Starting point is 00:04:38 I mean, I'm similar. I can, you know, like especially now being able to work where a lot of us want to work. Like, you know, you're an online, you know, business and do all those things. So it's not like you're having to necessarily drive to an office every day, but you can turn it on on your phone and work, you know, as long as you need to. But I enjoy work because, like, I used to play golf golf and now I don't even play golf. I can't imagine playing golf for six hours because I'd just be, you know, like I think I'd be on my phone the entire time. And I don't know.

Starting point is 00:05:13 It's like there's not enough. I don't know if I don't have enough hobbies or I just enjoy work. They were like a combination of the two. Well, I think I think it's interesting you said that. I think when I was younger i grew up in a teacher household so not a lot of money and i always told my mom i remember i would tell her i'm gonna get rich so i can buy those uh pre-made meals you know those pre-packaged like healthy meals right because she'd always get a bunch of pasta and like you know cheap meats and

Starting point is 00:05:41 stuff and and it was it was not childhood. It's just there was seven kids and my dad was a teacher, right? And so you work your whole life to make a bunch of money. And then once you have all the money, you realize it's really not as great as it's turned out to be. And I think I said to one of my buddies,

Starting point is 00:05:59 I said, you know what? I feel bad for people who never become rich because they don't realize it's not really as good as they think it is. They go their whole lives thinking that if they became rich, it'd solve all their problems. But all the rich people know it really doesn't do that. So there's obviously benefits. There's a lot of things I can do that other people can't.

Starting point is 00:06:16 I got to go see the Heat and the Bucks yesterday. My videographer had his little brothers down. They just love Giannis. And, you know, you can pay top dollar for really good seats so there's stuff like that but overall i think like enjoying the work is the goal like just getting lost in good work because i don't think as human beings were made to sit around a lot and with all the modern technology it's really easy to sit around a lot and just be completely lazy and when you're always thinking about yourself, you're not interacting with human beings. You're just scrolling on your phone. I think that's a recipe for disaster. Yeah, absolutely. Let's remind everybody a little bit, Tanner, about elite CEOs and, you know, how

Starting point is 00:06:55 you help aspiring entrepreneurs. Sure. So I started off in the fitness industry. When I was younger, I wanted to play in the NFLfl and i took that la d1 level i got hurt a bunch i don't think i was good enough um i did play some first round draft picks so that was a blessing to really see when you see a first round draft pick you'll know i'll just leave it at that you'll know their first round draft pick and i started a fitness business and it did super super well and it did so well that I had trainers start asking me for help, especially from the ClickFunnels community, because that was, I don't know,

Starting point is 00:07:29 four, what, five, six years ago. And I had my little two comma club award and they're like, oh, this guy, you know, he got it not being a business coach. And so ironically, all these people want me to business coach them. And I said, hey man, like, I don't want to do that. Like, I hate business coaches.

Starting point is 00:07:44 But I think after a while, they keep asking. You see the dollar signs. I was a young guy, I was 25, 26. So I started doing it. And then that did so well that I started helping people outside of fitness. So in short, when people ask, you know, what we do, or what Elite CEOs does is I just showed everyone what I did to become a multimillionaire, you know, from the messaging, the sales, the marketing, the ads, hiring, training, managing, all that stuff, backend systems. And there's just a lot of people out there who don't know what to do. And what we're trying to do is just shortcut that for them. That's really it. What do you, you know, with 2024 approaching and this episode may or may not be in January 24, for your listeners out there, we recorded this in December, and we don't give a shit. We're being transparent about that. The timing, this stuff doesn't happen one day and go live the next.

Starting point is 00:08:38 Not when you have the number one marketing and business show like we do. We do have them lined up. But Tanner's one of my favorite people now and one of the smartest hell and so look but tanner talk to me like it seems like there's this over saturation of coaches and i don't have to tell you that i'm sure so you know i'd love to know you know like what's gonna what going to be the great aha differentiator? Obviously, more and more people are tuning in and hiring coaches and doing that. I don't think that's going away.

Starting point is 00:09:16 You enlightened us because you're in the business. But what's going to separate or be the differentiator for the ones that stick around and the ones that end up back in fast food or whatever? Yeah, you got to be good. It's funny you said that because I've been in it six years now. When I first got in, I think it was newer or it seemed newer to me. Then COVID hit. When COVID hit, it just accelerated everything because everybody was looking for things online and stuff like that. And so Facebook, I mean, Facebook was loving life. I mean, they were serving all kinds of those ads. Yeah. I think now what's happened is a trust has gone down because trust is so low.

Starting point is 00:09:54 It's just taking an immense amount of marketing to get people through. And to answer your question, I think the first thing, so the first reason it's getting harder is when you think about it, you know, like $100 million offers came out and I thought I like really hit on a lot of these things as well, is that it's if you're, let's say you're a business consultant and there's 10 other business consultants, you're having to get people to understand, hey, I do similar things, but I'm better. better and that's a harder pitch then i do something completely different i build flying cars and no one's doing it so that's the number one thing to understand why it's gotten harder because now the trust is lower and they see all these different options and then a lot of people what do they do they pick the cheapest option versus the best option right because price is what you pay value is what you get a lot of people make mistakes there so that means the marketing has to be really really good and a lot of people just aren there. So that means the marketing has to be really, really good. And a lot of people just aren't good at marketing. That's why having the $100

Starting point is 00:10:49 million offer makes it easier because the marketing doesn't have to be as good. The team doesn't have to be as good. The sales reps can mess up. You'll still make a lot of money. So I think that's the first part. The second part is then thinking about what can you do differently? And so I'll give you one of my clients who has an amazing offer. He legally, and he's super crazy with lawyers. So I know he's doing it legally because he does a lot of stuff I might do. Like you don't need to do all that. He helps people get green cards and he can't guarantee it, but it's essentially guaranteed. So on his app, it's crazy. His app will say, uh, the price is 15 K. Can you pay it? They get on the call and there's no sales call. It's just basically they're just a customer service

Starting point is 00:11:33 rep who just processes the payment. And so to me, I'm going, wow, that is a great offer. I'm like, that is a really good offer. And then I think the final part to kind of put a cherry on top is part of why I'm looking to do other things is not because I hate what I do. And I love it. And to be honest, it's helped a lot of people. And being back recently, I've been so out of the business for so long that it was kind of good to get back in the trenches to get reminded. It really helps some people like they'll send messages and say, you know, I had a guy the other day said, Hey, man, I was doing $0 for three months. And I hadn't told anyone and then you helped me was we had a conversation. And I've done 70k in 30 days. And it's like, I don't, I don't care. For like me, like, I don't need more money. But it just I was like, wow, that that really is cool, because you kind of get really far away from that sometimes. But then the other part is just I'm trying to do things that hit more of the criteria that billionaires seem to follow. And with all the conversations I've had, the reason a lot of them

Starting point is 00:12:34 don't stay in the info space is not, I think there's a lot of good. There's a lot of bad. It's 80-20. 80% is bad. 20% is good. But it's because it's not a no-brainer. And so when the offer is not a no-brainer, it's very hard to scale because you have to spend so much money on marketing and sales teams, and that cuts margin. So a lot of these companies I've seen just scale to tremendous levels. They basically don't even have to market. So if you get 60% of your expenses back, it's a lot easier to scale.

Starting point is 00:13:04 So hopefully I answered all of that, but that's kind of a three-pronged approach there. It's interesting, you know, back to like the offer discussion, you know, finding, and I know Hermosi's got the book out and all these things and like, you know, but. Everyone's got guarantees now.

Starting point is 00:13:19 Like, it's funny. I remember when it came out, everyone started doing the guarantees and then $100 million lease comes out. You'll see like, it's really funny. It's like, you see $100 million lease comes out. You'll see it's really funny. It's like you see this kind of tidal wave of shifts. It's really funny. But it's like people calling those bluffs.

Starting point is 00:13:30 I've seen some lawsuits flying around with some of these people that have been making the offers. Making the offer is about keeping the offer. Yeah, 100%. I mean, yeah, you have to be able to deliver. And a lot of people don't. I think the best guarantee to usually make is performance-based. I mean, in the industry for 20 years and it's become performance marketing has been both a great thing for marketing and a terrible thing because what it's done is it's made agencies services that agencies do, the ideas that we create that take time to manifest outcomes, i.e. building a brand. So it takes time for branding to seed,

Starting point is 00:14:39 and you don't see branding results overnight. Certainly, if you pay me $20 to run Facebook ads, I should deliver an ROA eventually on that, and that's reasonable. But the value and the things that I'm doing to elevate your brand value, your cachet, your authority, isn't paying dividends month one, two, or three, or even month six. And that's the only thing I've hated about all this guarantee performance driven stuff. Yeah. Well, so first off, the funny part is when everyone's given the guarantee, it means nothing. The other thing is a lot of people, what they don't understand is they hear the word guarantee and they think it's like this amazing promise, but I'm going, look, think about it. Like if

Starting point is 00:15:26 someone says, Hey, we'll work with you until you get the result. I go, well, if you haven't gotten in three months, why would you want to work with them for another three months for free? Like, you know, like, like people don't think through, they're just so scared. They're so fear-based that they don't even think through the guarantee. And then like yesterday, one of my sales guys was talking to me about a combo and some people don't even know what good looks like. So this individual was doing, I think roofing and he'd spent 25 K on ads and he's made a hundred K and he's like, well, I think I should have made 10 X and I'm going 10 X. Who told you that? Like 10 X, like 4 X, 4 X, you're crushing. I mean, if you're collecting 4X, 2X to me is my goal. If we can collect 2X, the rest is like payment plans, whatever, that's fine. Then they think that the media buying company is the issue when I'm thinking, well, what do you do for follow-ups? Do you have emails? Do you have setters? Do you have sales reps? Do you have text messages? Do you do retargeting? No,

Starting point is 00:16:20 we don't do any of that. Why are are you changing media buying companies? And I'm thinking the media buying company who's getting you a 4X return is crushing it for you. You just don't have any systems or follow-up processes, which is more important than the actual ad. So there's a lot of stuff like that that makes me shake my head, but people just don't know what they don't know. And if you want to learn from me directly, join my newsletter, RyanOffer.com backslash newsletter. Sign up. I give daily advice on marketing, personal branding, podcasting, life. Give that a shout.

Starting point is 00:16:52 Join that. It's free. It's daily. Just like this show. Give away our best advice. You know, just because you turn on something overnight, doesn't mean you immediately have the authority to sell it. You know, like I'm saying, the diminishment of brand and or reputation. Like brand is a big word or a small word depending on your position.

Starting point is 00:17:16 But like it's credibility, it's time, it's, you know, authority, all those things. And people forget you got to play that game too. I think brands like YouTube, you know, authority, all those things. And people forget you got to play that game too. I think brands like YouTube, you know, like I think brands like YouTube. So recently we've kind of changed. I mean, I've been doing YouTube for forever. Not very well. I'll just point that out. Not very well.

Starting point is 00:17:36 But because I just throw, I was just throwing stuff at the wall. But recently we started doing these one-to-ones and it's been great because one, I feel it's more in alignment with my brand. I'm not really trying to be flashy. I just want to put out like good info. And then number two was that the videos, like I'm actually helping them build their business in a two hour window. And so what's been crazy is like the videos are doing significantly better, like way better. And I think I might be onto something something and it took me kind of years and years and years of like sticking with it and so i agree with you a lot of people they're just so

Starting point is 00:18:11 short-term sided that they're not willing to play the long game yeah and i mean yeah we all got to make sales and we got to live so like there's two sides of that coin but you know if you're wanting to be an entrepreneur keep the day job while you build, you know, enough to turn that switch and then move over. I think everybody wants to, you know, become the entrepreneur overnight and let that be the only thing they do immediately when it's just not always that easy. Let's talk a little bit. We didn't talk much last time about your book, Infinite Income. I think it all is kind of, we're dancing all around and all through probably some of the topics in that. But, um, what are some of the key takeaways from that? Well, the first thing I learned from writing that book is I didn't do nearly a good enough job.

Starting point is 00:18:59 And what I mean by that is I just wanted to get a book out. And I guess my intention was part of it was I wanted to use it for marketing. I wanted to get out my story. And I remember I asked one of my buddies who had a book that's crushed. And I said, dude, why did your book do so well? He's like, well, I wrote it like 10 times. I spent 5,000 hours, whatever it was. I don't know the numbers. But I'm sitting here going, huh, how long did it take me? And it didn't take me nearly enough time. So that was a, that was a hard lesson learned where I

Starting point is 00:19:32 think it's a good book, but it could have been way better. Right. And, and I think going from good to great, right. Even that book, good to great, you have to put in 200% more effort for 20% more reward. Right. That was number one. But in terms of the book, I tried to make it very short. So it's like 100 something pages. And it's just exactly what I did to be successful. And it's a little bit of my story. So it's like, hey, here's my backstory.

Starting point is 00:19:58 Here's where I came from. And then here's what I did. And here's how you do it. If I could redo it, I would have spent more time just thinking through maybe the chapters and what I would teach. I think I would have put in more links for videos or QR codes, because I think that's something that I really wanted to help teach. But for whatever reason, you're going to laugh. But when I was writing the book, I didn't think to do that. I just thought, well, I got to try to describe it with words. But obviously, there's something that are way easier to describe in videos.

Starting point is 00:20:29 But I think I was a little short sighted. I wanted to get the book out quick and stuff like that. So a couple of mistakes, but overall, if someone reads the book, what they'll get is a little bit of my story and then exactly what I did as I went. So they're getting the story as they go, but then here's how I got my first client. Here's what I said on the calls. Here's what I did in ads, stuff like that. And that was my intention was to try to help people know where to start because a lot of books I read, I hate them because they talk about a lot of mindset. And I think some people need that. I'd say most people do. But for a guy like me, I just like, just tell me what to do and I'll do it. I don't need you to give me all this hard work stuff like I do that. I just need to know what to do and that's what i tried to make my book is make it very tactical yeah no you and i are somewhere in that regard like i'd

Starting point is 00:21:10 like i mean don't i mean i get and appreciate that we all have to get the you know be in the right place and create habits that make us work hard and do all right i got all i'm not perfect i'm far from perfect but i don't need motivation you know i don't need the mind tricks just just cut to the chase but what what like and i look and i appreciate the hell out of you you know being transparent about your process with the book i think a lot of people resonate with you know that that honesty not the authenticity but you know maybe using that as the, you know, infinite income and your own experience, what are maybe like a couple of things from, you know, your experience and,

Starting point is 00:21:51 and things in the book or just, you know, what you know now that are the biggest, I don't know, shortfalls or things that people don't understand about that process and what it takes to make it happen? Yeah. So there's two clients I spoke to recently. Like I said, I've been out for so long that it's fun to talk to you now because these are recent. So I had two clients and one is really struggling. They're both struggling. So one was doing 25K a month and they wanted to get to 100 and they were breaking down crying because their family's going through stuff and her parents and stuff like that and the other one was kind of more in beginning stages but similar spot girlfriend left him had to move home i mean

Starting point is 00:22:35 it was like it sucks and so the first thing i i do when that happens is like tell me what you're doing just what do you do all day and more times than not what they're doing. Just what do you do all day? And more times than not, what they're doing is things that do not produce sales whatsoever. And it just mind boggles me. So I sit there and go, well, what do you do? And how do you make sales? To make sales in a high ticket business, let's just assume the person has a high ticket business. You need to get sales calls. Well, how do you get sales calls?

Starting point is 00:23:00 You need leads. How do you get leads? Messages or ads, right? So to me, I'm going, if you're not making the money you want to make, why are you doing anything besides talking to people with cold DMs or running ads? There's really nothing else you should be doing. And what a lot of times they're doing is like, well, I'm taking a course or I'm reading a book or I'm making content. And I'm thinking, who watches your content? You have a hundred followers.

Starting point is 00:23:24 I'm making content. And I'm thinking, who watches your content? You have 100 followers. Like, you know what I mean? It's just, it's more about what they need to stop doing more than what they need to do sometimes as well. And so what gets me kind of sad is a lot of people will say, this doesn't work. But it's either A, they're not doing it, or two, they're not doing enough volume. So when people will ask me, and I talk about in the book, how many, how many cold DMS did you send a day when you were broke? I said, man, I would send at least 200 a day, if not more. And so when I did that, I would make sales and people are like, well, I can't do it. I'm like, you just don't want to do it for eight hours because that sucks, but I was willing to do it. And so that really is the biggest pitfall. As they scale, it turns more into team building. A lot of great solopreneurs, horrible with people,

Starting point is 00:24:16 horrible at management, horrible at understanding that they need to think about them and not themselves. People don't work for you. They work for them. So how can you make it advantageous for them to help your mission? Those would be the biggest three things. And that's what gets me frustrated because a lot of times they're just, they're just doing the wrong stuff and it's, it's so fixable and they feel hopeless, but it's really not. They just don't know what they're doing. Yeah. And I don't, I, you've experienced it firsthand and I assume, I don't know, but, and I don't even remember, I don't even have the guy's name to give him credit for,

Starting point is 00:24:48 but he's well known like in the sales and marketing industry. And he pretty much says like leads are everything like, like throw it all away. Like, you know, but leads are everything because it just, like you said, if you don't have leads you don't have the potential for closes and you have to get at bats it's volume and you have to get in front of more people because like i mean the content all that all that matters but none of it matters if you don't have leads i ran an ad back in the day it was called rich trainer uh verse

Starting point is 00:25:24 poor trainer it was off robert kiyosaki's rich dad, poor dad. Right. Yep. A lot of people get pissed off, but it worked really well. And the premise was all of these trainers are so good at the exercising and the cardio and the meal plans. And you're broke. I'm like, well, why are you broke? Cause you don't know how to get sales. You don't know how to get customers. You're not convincible enough. Right. And so it was funny that I'm probably one of the highest paid trainers ever. Like, I don't know, maybe someone makes way more than that.

Starting point is 00:25:51 But I mean, even when I was just only doing a fitness company, I was making a couple million a year. Most trainers, best paid trainers in Miami, probably $250, $300 a year, right? Best paid. So it wasn't because I was the best trainer. And I even said that I'm like, there's a lot of trainers are probably more experienced and better than me, but I was better at sales. I'm running a business and you're right. I mean, you do need a good product eventually, but I think even marketing and sales supersede a product for beginners because they don't know your product is good or bad until they buy. So if you can't even get them

Starting point is 00:26:23 to buy, they're never even going to experience your product. So I would agree with you. It's a huge issue for most people. And honestly, the way they can fix it, they won't do it. But I tell people, go do door-to-door sales for three months. You'll never suck at sales again. But they don't want to do it. They don't want to.

Starting point is 00:26:39 So it takes them years and years and years and call and call and calls. Door-to-door sales was a blessing for me because I would do 100 doors a day. So the feedback loop I got was significantly faster than doing, let's say, high ticket sales where you might only get, I don't know, depending on the business, two to 10 calls a day. So your feedback loop takes probably 10 times longer than if you did door-to-door sales and it's easier than door-to-door sales so anyways i wish more people would do that that should actually be required in high school instead of all the other nonsense they make you do i mean door-to-door sales i mean you can do that you can do anything well people do what they want and to you know

Starting point is 00:27:18 back to your saying like people you know poor trainer board they enjoy they enjoy filming the content they enjoy doing the exercises they enjoy talking more than they should you know to people maybe about things that aren't sales and they enjoy checking boxes on the page but it's not fun to cold DM 400 people in a day or to cold call 40 people in a day or to, and so we can make all the excuses in the world, but we do what we want to do. Right. And it's funny that I, I mean, I've had a couple of posts recently where that's the thing that frustrates me. It's it's,

Starting point is 00:28:02 you guys are doing all these things to avoid the work that you know, you need to do. It's almost that I think sometimes they know they need to do it, but they try to do other things to feel like they're being productive, even though they know those are the wrong things to do. Like you can't avoid it. When I got back and I was looking inside my business, I just knew I was like, I have to cut all these reps and it was the whole sales team for a division.

Starting point is 00:28:24 And I'm thinking, I have to go out and find four new guys, not one, four. And I didn't want to do it, but I just knew that's what I had to do. And I think a lot of people avoid that and they'll try to go, well, maybe I can fix it. Maybe I can just work with this person. And sometimes you just have to look reality in the face and just go at it. And I just think a lot of of people they don't want to do it yeah but is i mean is there something i guess other than just the hard reality truth like that

Starting point is 00:28:52 you get that when you're working with people to get them over that hump or at the end of the i mean i know at the end of the day it's just that person's got to decide to do it but is there uh is it is there one trigger or another is it just so individual i think depends on the person i think i'm a very logical kind of straight no bs type guy so i think it does depend on maybe the person i'm talking to i mean we have like like i'll have mindset coaches and stuff on staff in case like i missed the mark i'm like hey like you know talk to them in them in case like I'm being rude to you, or you like don't like how I'm saying it. But a lot of times I try to get people to think of the worst thing that can happen. So I'll say I just say, I'm like, what's the worst thing that can happen? Like, well,

Starting point is 00:29:36 I could lose everything. Okay. So if you could lose everything, then that should be strong enough motivation to send a couple messages. Yeah. Right. You know, because for me, that's where I got I got so low in life. I just was willing to do anything. And when I say anything, I'm talking almost probably, probably some illegal things, too. I was getting that desperate. I didn't want to do go down that route. But I was so desperate where I finally said, you know, I will do anything to be successful, or go down that route. But I was so desperate where I finally said, you know, I will do anything to be successful, or I'll be homeless. And I was genuinely fine to be homeless. I was like, if that's what it takes, that's what I'll do. But it's very different

Starting point is 00:30:15 saying it. It's very different feeling it. And I think a lot of people they talk a lot of shit. But their actions say otherwise. And that's what's always been frustrating for me. Because the way my dad raised me is he just raised me that no one's coming to save you. And I think people forget that they think that. It's going to magically happen and just won't. No one cares. The government's busy doing whatever they're doing and no one's going to help you. And it's it's a hard reality for some people to face because it's it's kind of sad. It's kind of lonely. But I try to get people to kind of understand that.

Starting point is 00:30:50 And whether it's through motivational words or using my own stories, there's nothing I haven't done that I ask people to do. Exactly. Yeah, I spent three million on coaches. I've hired hundreds of staff members. I've got multiple businesses. I've had lawsuits. I've been hundreds of staff members. I've got multiple businesses. I've had lawsuits. I've been in charge backs.

Starting point is 00:31:11 I mean, it's so whenever someone's complaining, I'm like, yeah, yeah, I get it. But I really do get it because I've been there. And so that gives you a lot of power as well coming from experience. Yep. What's the big plans? I mean, maybe some of you can talk about something, but what's the store for 2024? Yeah. So this last year when i left the company the whole point was to interview a bunch of billionaires or at least mega millionaires people sold for the

Starting point is 00:31:32 lowest was 40 million you know terrible right and then the highest was i think the highest was 4 billion and the thing that was the same across the board typically bootstrap billionaires. So no VC capital was they had an internet marketing background, which I thought was very interesting because it gets a lot of shit, but they understand how to market. So you mix that with a good product and good products that I typically saw scale was $1,500 plus easy to know fulfillment. Okay. Two examples, Justin Hartfield sold we maps, I think it's 1.6 billion and it was Yelp for weed. So there's no fulfillment. Right. And the other guy was these are just two, but Scott Cohen sold bite for, I want to say a billion or something under two years.

Starting point is 00:32:16 And it was just an Invisalign competitor and you just out-marketed them. And there's like this throw on the braces. I think they're done. There's probably recurring somewhere, but that was pretty much it. And so I'm working on something behind the scenes i'll probably discuss it next year because i i was telling you i like to make mistakes in private it's kind of nice actually it's been really nice to just like no one knows that what's going on and i'm making mistakes but it hits that criteria and that's why i feel it's going to do really well because it's got all the key components I need to be successful with it. And I'm so I've gotten so good at sales and marketing that, you know, if I can just build out this product and service that I think is infinitely easier to deliver on, I'm going to have something special. Because really, if you look at what I've done, I've probably built one of the hardest businesses you can build, you know, 30 million a year is

Starting point is 00:33:10 pretty much top line for most consulting info space companies. I mean, maybe if you get above that, but it's very rare, that's usually about the top line. And so I've hit that, right, I've done big numbers. And so to me, I'm going,'m going man if i can do that this will be a cakewalk at least that's where my head's at and i could completely fail to be an utter failure that's also why like i'm not saying what it is yet because i could completely bomb and then you're gonna be like well tanner how'd that work out and i can tell you that i didn't go well but but then we'll have you on we'll have you on and you can write the book about the failure see that's the thing yeah like that's part of the brand infinite income would be hilarious because then i feel like infinite

Starting point is 00:33:47 misery or something like that but oh that's what i'm excited about now is i'm just trying to continue to push myself and i i'm 31 now and i i feel like i'm ready for the next step in my career like i'm just ready to do something big you know like really big where uh people don't just say oh tanner's just a coach like that's not how i want to die and nothing, like really big where people don't just say, oh, Tanner's just a coach. Like that's not how I want to die. And nothing wrong with it, but I just don't want to be known as like a coach. I want people to kind of look at me like, damn, like that's impressive, you know, and not for other people, but it's for myself.

Starting point is 00:34:16 Like I want to prove to myself I can do it. Hey, you can't be legendary unless you take chances. That's 100% true. It's been good catching up, brother. Where can everybody keep up with everything you got going on? Yeah, honestly, Instagram has been the best. So if people, I'm putting out like crazy amounts of free content right now, and it's been doing really well, and it's really been exciting for me.

Starting point is 00:34:39 So if anyone's watching this, just shoot me a message on IG, at Tanner.Chittister. Maybe mention Radcast. Just say Radcast so I know you came from there. And I'll try to hook you up with any resources that are helpful. And, yeah, I've really been enjoying life lately doing that. So that would be great. Sweet.

Starting point is 00:34:56 You guys can find all of Tanner's info in the show notes from today. And you know where to find us, theradcast.com. Search for Tanner Janus. You'll find a couple of his episodes and more to come. It'll be either the biggest blow up one way or the other. We're here to tell that story.

Starting point is 00:35:17 Appreciate you, brother. Thanks for having me, man. I was glad to be here. I'm at Ryan offered on all the platforms. We'll see you next time.

Starting point is 00:35:25 To listen and watch full episodes, Glad to be here. I'm at Ryan Alford on all the platforms. We'll see you next time on the Radcast. To listen or watch full episodes, visit us on the web at theradcast.com or follow us on social media at our Instagram account, the.rad.cast or at Ryan Alford. Stay radical.

Right About Now with Ryan Alford - Approaches to Leadership Effectiveness with Tanner Chidester

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