The Chris Voss Show - The Chris Voss Show Podcast – Tanner Chidester, Founder and CEO of Elite CEOs, Helping Online Business Owners Scale Businesses to Eight Figures

Starting point is 00:00:00 You wanted the best. You've got the best podcast, the hottest podcast in the world. The Chris Voss Show, the preeminent podcast with guests so smart you may experience serious brain bleed. The CEOs, authors, thought leaders, visionaries, and motivators. Get ready, get ready. Strap yourself in. Keep your hands, arms, and legs inside the vehicle at all times. Because you're about to go on a monster education roller coaster with your brain. Now, here's your host, Chris Voss. Hi, folks. It's Voss here from thechrisvossshow.com.

Starting point is 00:00:39 Thechrisvossshow.com. Yeah, she nails it every time, doesn't she? She does it so much better than me. I'm glad we finally retired me after 15 years of singing that line. I think everyone else is just happy and glad for it. As always today, we're bringing the smartest people, folks, the CEOs, the billionaires, the Pulitzer Prize winners, the TV news anchors, the journalists, everybody who's been on the show, White House advisors, astronauts, you name it, and somehow has been on the show white house advisors

Starting point is 00:01:05 astronauts you name it and somehow i stuck on the show and took over so uh it had my name on it so it seemed like a good idea at the time 15 years ago but three to four shows a day 10 to 15 to 20 shows a week if you're not keeping up and listening to the amazing shows you are blowing your mind i just recently uh got a mold and mildew expensive air filtration thing delivered from one of the guys that we interviewed. Every day, we have these amazing

Starting point is 00:01:34 epiphanies that happen on the show that educate people, change people's lives. I was like, hey, I'm fine enough. I got mildew and mold in my house, and I don't want any of that crap going on. There's all sorts of amazing stuff. If you're not catching every episode, you are missing out.

Starting point is 00:01:51 I hope you lay awake at night in fear of missing out going, oh, my God, I didn't see the third show. I need to go catch it because if I don't, what can I lose? Quit your job. Make sure you listen to all the shows every day. It's really important. As always, go to goodreads.com for Chess Crisvas. LinkedIn.com for Chess Crisvas.

Starting point is 00:02:14 Subscribe to the big LinkedIn newsletter. Go to the 130,000 LinkedIn group over there. I think we did YouTube.com for Chess Crisvas. Goodreads.com for Chess Crisvas. Crisvas, one of the tickety-tockety. and we've got a 5,000-member group over on Facebook we're opening up. And there's a chat over there, so you can do a live chat. You can ask me questions, talk about guests, talk about content, all that sort of fun stuff.

Starting point is 00:02:37 If you go to ChrisVossFacebook.com, you can engage in that brainlessness as well. Today we have an amazing young gentleman on the show. He runs EliteCEOs.com and some other websites we're going to be talking today. And what he does, Tanner Chittister is on the show with us today. There's lots of flipping around and screens going on over here. He's going to be talking to us about how to be great CEOs and improve the quality of running businesses and companies. He is the founder and CEO of Elite CEOs. He's generated over $70 million in the online coaching world after discovering powerful repeatable strategies,

Starting point is 00:03:19 which he used to create his first million in a B2C model. Tanner's success went on to disrupt the coaching industry forever. Upon request, Tanner began business coaching others on the same strategy he used and paving the way for simplicity in a traditionally complex online arena. Tanner's business has organically evolved. Welcome to the show, Tanner. How are you? Yeah, thanks for having me. I'm excited to be here. We're excited to have you as well. Give us all the dot coms, wherever you want people to find you on the interwebs. Yeah, so I think anyone who's listening to the show, if they can just DM me the

Starting point is 00:03:55 word Chris Voss on Instagram, that'll actually be the best way to connect with me, and I'll know you guys came from there. That'll actually be the best place. DM on the Instagram. What's the Instagram location? Oh, Tanner.Chidester. Sorry. Yeah. So just my first name, Dot, and then Chidester, my last name. There you go. And so give us a 30,000 overview of what you do and how you do it, sir. Sure. So I was raised in a super conservative household. I've got six siblings, four sisters, two brothers. My dad was a teacher. Growing up, we didn't have a ton, but definitely taught me the meaning of hard work. Around, I want to say 12, I was bullied a lot as a kid. I think it was mostly because my sisters were playing teacup and parties, dressed up with me. My dad was allowing it. I got bullied

Starting point is 00:04:43 a lot. Around 12, I really started getting into fitness very heavily. Started going to the gym before school. And I really saw that start to pay off in sports. And I took sports very seriously from about 12 to 22. Tried to play in the NFL, did some Division I football. And then when that didn't pan out, I started my online fitness company. I had a mentor. His name is David Fry. He convinced me to drop out of school with a year left. I was an engineer, had perfect grades. He convinced me to drop out.

Starting point is 00:05:12 And I didn't make any money for the next, I want to say three years. But during those three years, I did door-to-door sales. I was a server. He taught me everything about websites and marketing and funnels and emails, all those types of things. And then around 25, I started really gaining traction in my online fitness company. That year, I did about a million. And then I had a lot of trainers start asking me for help. Because a lot of trainers don't make a lot of money. And they said, how did you build this business online? How are you making so much money? And that took me into consulting. And that was never really my strategy.

Starting point is 00:05:47 I just did very well and people started asking me. And then that did very well. The next year we did 10 million. So that was like the biggest jump I've ever had in a year. And then more people started asking me for consulting. And then that's how Elite CEOs was formed. And now we've been around for about six years. $70 million in sales.

Starting point is 00:06:05 We did most of it in about a four-year window and had a team about at one point. We're a little bit smaller now, but yeah, it's been an incredible journey. And that's kind of the long story short of what happened. Nice. And I think you have a book as well that you put out, don't you? Yeah. So it's called Infinite Income and it actually takes you step-by-step through that journey. I just described with all the practical things I did, because I think a lot of books don't have a lot of practicality in them. So it was not only what happened, but what I did and how that looked to get there. Infinite Income, the eight figure formula for your online business. That's pretty awesome. There you go. Came out in January of 2021. So what are you up to now? What is this website, this Elite CEOs, and how does it work, and what's going on with it? Yeah, so it organically evolved into what it is today, where essentially we help any business owner that has an online business.

Starting point is 00:06:57 So that's from trainers, ad agencies, beauty consultants, had some authors, lots of people in real estate, have some day traders, just anyone who's really trying to grow something profitable online. I really just take them through the same process as I did that built an eight figure company. So anything from organic strategies, funnels, marketing, emails, backend systems, building sales teams, hiring, training. Obviously there's a million things in a business. It's a lot more complex than when I was in the fitness industry. Just here's your diet, here's your training program. But we just basically have a one-to-one program. We have other things as well, but that's the main thing we do is we're just taking business owners that are either

Starting point is 00:07:37 beginner level or they're maybe doing six, seven figures a year and they're trying to scale to eight figures. So it's kind of working A to Z on that. Nice. So it sounds like CEOs of any different walk of life, basically. Yeah. As long as it's online. And we obviously still have a majority, I don't want to say majority, but I'd say about 50% of our clients are still trainers because I just really kind of put my foothold in that industry. But then the other 50%, I would say is what I consider general. And general for me is just anything, not fitness. So we do get quite a bit of people. We've had about 40,000 clients to this point.

Starting point is 00:08:08 So we've worked with kind of a little bit of everybody. That's awesome. And I'm looking across the site. A lot of people are really happy and talking about their different issues. So now, I think you mentioned they work one-on-one or? Yeah, correct. So when they sign up, they get a one-to-one coach. So they'll get unlimited messenger access and Zoom support as needed. Obviously, we have a curriculum and

Starting point is 00:08:31 a Facebook group. We also do in-person events. But I think the biggest takeaway, at least for me, when I was growing my business is I didn't really feel like I progressed until I had that one-to-one mentor or coach. And then as I, you know, I built my business, I basically just did, I just showed people exactly what I did. And I just saw that people got a lot better results when they had one-to-one. So I've just stuck with it ever since. What do you, what do you feel really holds people back that are, uh, trying to hit that next level in online sales and things? Yeah, I always go back to my story. I think it's only one of two things that keep people stuck. It's either they're doing the wrong thing, right? So that obviously is a problem,

Starting point is 00:09:12 or they're doing the right thing, but they're doing it improperly. And I think most people are actually more in that second category where they think the thing they're doing is incorrect, but the reality is they're just not doing it very well. And so I think most people, they just have unrealistic expectations of how fast it should work. So for me, you know, I had eight, I had eight plus grades. I was a division one athlete. I'd done pretty much excelled in everything I'd ever done in my life. And then when I tried to start a business, my first three years, I made $2,000, which is, you know, it's pathetic. And, you know, I mean, it was horrible. And, and I think I almost quit probably five times in those three years. I always think about that because the difference in income, if we've done $70 million

Starting point is 00:09:55 in sales, more than that now, but that's the number that we publicize versus if I'm an engineer, I make $100,000 a year. the difference is $69.4 million. And so I just think a lot of people, it's that image where there's the two guys who are kind of chipping away at the rock and there's the gold at the end. And one guy finds it and the other guy is just about to hit it and turns around. I think a lot of people are just not persistent enough because if you don't quit, you can't fail. And I just think most people, they're not willing to spend three years making nothing like, they're not willing to spend three years making nothing like I was, and they want to spend three months. There's obviously

Starting point is 00:10:30 more factors, but I think that's one of the biggest ones. Definitely. I mean, it's funny how people will quit before they get to the thing and they don't put in the time. Or sometimes they spend a lot of time just wasting time on things that don't work. And that's kind of one of the important things about hiring a company like yourself or coaches, et cetera, et cetera, is you can hire people that have knowledge that can get you right to the end zone as opposed to fumbling in the dark for years at a time. Yeah. I've done that movie. I think we all have. I think we've all done that movie a couple of times.

Starting point is 00:11:07 Done that movie in the early 90s. And back then, you know, they didn't have all the cool online stuff. Back then, about the only business people you could get as mentors were like hire an attorney. And they usually didn't have very good advice either. Unless you really hired a high powered one. But usually they didn't have the good advice either, unless you really hired a high-powered one. But usually they didn't have the sort of time for you. So tell us some features and benefits. I see something on the website called Elite 360. Tell us what that is and how it works.

Starting point is 00:11:38 Yeah, so that's our back-end marketing system in-house. And it really just helps them with workflows, automations, text messages, emails, um, you know, contact opportunities, CRM system. It really just makes sure that everything's in a kind of night nice, neat box, I guess you could say, because a lot of business owners, at least the ones I meet, you know, that are doing anywhere between 10 to 50,000 a month. I mean, they, they have no backend, they're not sending emails, they're not calling, they don't have a CRM. They're not even tracking their clients properly. And so we kind of tagline it, business in a box, so to speak, where everything they need is in one place. Because I know when I was running my business, when I started, I had ClickFunnels

Starting point is 00:12:21 and ActiveCampaign and I had Pipedrive and I must have had six or seven different softwares that I was using. And so what we did is we just built something that all comes in one place and it makes it easier for our clients. And obviously it's a lot easier for us as well to get them results because we're not trying to zapier everything in one place. So that's kind of what that is. There you go. know getting leads uh doing the follow-up all that sort of good stuff is really important uh and you know having the automation uh you know funnels and and all that stuff going on really helps because otherwise you're just going to spend all day long on your business doing doing all the things right yeah um so what do you uh do you want to tell us some success stories i see a lot

Starting point is 00:13:07 on your website of success stories and testimonials and stuff um what are some maybe some hard challenges you saw people were able to overcome that they were spinning their wheels on yeah well i think probably the early days was is probably the best place to start so when i when i, when I was running my fitness company, I had no intention of, you know, stopping that and moving on to something else. And I had a bunch of trainers, they were in a similar program to me. So it was for fitness coaches building their businesses. And I really propelled and took off. And I had some of them asked me for help. And I said, Hey, that's not really what I do. And I remember, uh, we'll just call them John and Anna, but it was a couple, it was a fitness couple and they had already hired a couple of coaches and they had a couple of bad experiences and they were pretty much on their last dollar, you know, maybe like 10, $15,000 left. And, um, they were begging me to help them. And I said, I mean, guys look like I don't do that. That's not really what I do. I don't really like business coaches or consultants. I had a real vendetta for that industry. And I had a list of about, I want to say 10 or 15 people willing to pay me 10K. And at the time,

Starting point is 00:14:14 I'm 25, 26. So I'm seeing dollar signs. And so finally, I'm like, all right, I'll help. And yeah, completely changed their business around. They were able to build a seven figure fitness company. And, you know, I think something also important for the audience to know is it's not, it's not me. Like it's, it's more of the person than me. I mean, I'm showing them what to do, but you know, in, in this industry and in business, I always tell people, you know, Hey, you'll get three different people. You know, John's a one and as a five, Tim's a 10, they all get the same information. Two of them love you. One of them doesn't. And the difference usually is just,

Starting point is 00:14:48 you know, kind of where they're starting on the ladder. And it doesn't mean I can't help them, but I think something to point out is, you know, a lot of coaches, they want to take all the good stuff, but then they don't want to own any of the bad stuff. And so I always think it's in the middle where a lot of it was them, but obviously what we taught and yeah, it changed their life and it turned around and, you know, there's obviously a lot of pressure on me because, you know, I'm their last chance. And I think that's what really got me into business consulting was I spent, um, when I started, I was doing $50,000 a month organically and I was just working 18 hours a day, give or take. And I was taking all that extra money hiring coaches to learn paid ads.

Starting point is 00:15:25 So Facebook and Instagram and YouTube, and I wasn't, it wasn't working. And so I was about five coaches deep, $50,000 out before it started to work. And I just remember, I think I'm a little bit more resilient mentally just because I was an athlete and I've done some hard stuff. And I just always remember I would talk to people. And typically when they're trying to program or they're hiring a coach, sometimes it's their only shot. And if it doesn't work, they're never going to try again. And so I think that's part of what got me really motivated to win and to do it was because I saw that it really changed people's

Starting point is 00:16:00 life. And obviously I love fitness, but I just felt that if I could help people learn how to make more money, it changed their life in a much more impactful way than losing 20 pounds. So that, that was probably one of the best stories, but there's, there's a million of them obviously, but that was probably one of the most influential because I was the one doing the coaching at the time. So like I was doing the sales, the coaching, the marketing, you know, now I have a very large team. But I mean, those are like the days that I won't ever forget because it really does change people's lives if they can learn how to like make money and like build a business and they don't have to like want for things that they need.

Starting point is 00:16:35 They can get them whenever they want. There you go. What do you see? Why is it important to have a lot of these automation tools? And then what's the future you see for AI maybe being a part of marketing and stuff? Do you guys delve into that at all yet? Yeah, great question. Well, I mean, the big thing for the automations is just making sure you get all the touch points. I don't think automations replaces all the manual things you can do, but I do think it's obviously needed to be there.

Starting point is 00:17:01 In terms of AI, I'm glad you asked that. I'm very interested in it right now because one of the things we're looking at and I'm seeing across the board is there's AI for messaging and there's AI for sales calls. The sales calls, I do not think are where they need to be yet. I've heard a few. There's a lot of lag time, but I think it'll get here eventually where you might be able to have a robot, have an actual sales call and close a big price deal. I think that would be very interesting for the industry where we have a bunch of humans talking to robots. I think the more practical application currently is any type of customer support or messaging.

Starting point is 00:17:39 And in online business, at least when you're running your whole company online, there's a lot of that. There's a lot of messaging. There's a lot of messaging. There's a lot of DMs. There's a lot of emails. So that's actually something I'm looking into right now, where if I can either build something or build a company around that, that's something I'm very interested in. And the reason is that a lot of clients I have are typically paying setters $2,000 to $4,000 a month, whether they're part-time or full-time. And so the thought process is if I can replace that person with AI and charge maybe a thousand or 1500 a month, um, that could be big. Um, so, you know, that's either here nor there. That's, that's a whole nother conversation, but

Starting point is 00:18:17 that's probably the most practical thing I've seen. There's obviously a bunch of other things, but yeah, I don't, I don't think AI is going anywhere. I think if anything, it's going to become more prominent. And so it's learning how to use it effectively versus trying to minimize it or be scared of it. I still don't know if it's going to replace every single position. Some people, I think they got a little trigger happy and they started replacing all their employees. I don't think it's that at that level. And I don't know if it ever will be, but I definitely think you can use it to your advantage to write better copy better emails better messages headlines maybe help edit videos there's a bunch of uh applications right now yeah it's getting crazy man all the editing that they can do and copyright sort of stuff and yeah the defects too that's

Starting point is 00:19:01 getting weird i just saw i've been seeing it out on facebook and i brought it up first i can't remember where i saw it i think it might have been on facebook but it was for a it was for a caller dialer telemarketer basically and uh it was pretty damn good i forget the name of the company but i refer to i talked about on facebook and i was like this is anybody seen this thing this thing's disturbingly good and um my friend said yeah we're considering using it for our solar sales and i was like wow are you selling a big uh dialer telemarketer unit back in the day for our mortgage company and are there interests and um yeah it was it was uh it was a lot of work and it's a lot of bodies and it's a lot of

Starting point is 00:19:47 monitoring and it's a lot of costs and she's a few computers do the same thing and sell stuff for you holy i think i think the real upside would be well you don't have to manage it because that's really the biggest thing with the sales team it's really not hard in my opinion to have a sales team or really even to pay them. It's the management. It's making sure that you're squeezing the most juice out of the guys. And so if you could potentially have a robot that you don't have to pay and it's constantly on point, I think that'd be very valuable.

Starting point is 00:20:19 And I don't think it's there yet. I think it's coming. But even with a lot of the developers I've talked to and back-end guys and front devs, I don't think it's coming but even with like a lot of the developers i've talked to and back-end guys and front devs and um i don't think it's quite there yet um yeah i think it'll get there i don't think it's there yet the cool thing about uh the cool thing about it is really good closing and objection handling like it was really good at it like it was the person like yeah i don't want to talk about and. And they're like, okay, well I get it. Uh, but let me ask you a question. And I was just like, holy shit,

Starting point is 00:20:50 this thing's slick as shit, man. Uh, you know, most, most, uh, it went through about two or three different objections and I was like, wow. Um, so, uh, what are some other things that you see that most people are struggling with nowadays in CEOs when you're coaching and stuff? What about mindset or maybe their goal setting or maybe what their image is of what they think they can achieve as opposed to what they can't? Yeah. I mean, I think the biggest thing usually is that they... Honestly, I'd say the biggest thing is they don't know how to build teams. So there's there's two bottlenecks i'll see in a business yeah it's one or two bottlenecks it's either they can't get the 50k a month because they can't figure out the skills sales communication

Starting point is 00:21:35 messaging kind of the basics once they get to 100k what you'll notice though is the people who can't get past 100k a month they can't build teams because they get a hundred K a month in a high ticket business. You maybe need one coach, a couple of setters. You're good. You don't need a very large team, but to get to multi seven or eight figures, you need a team and building a team is a, it's hard. You got to find people who you can trust. You got to find people who can train. You got to find people who are self-motivated. You also have to be able to pay them good money. People want great employees, but they don't want to pay them anything. Yeah. You got to pay them, actually. That's kind of a thing.

Starting point is 00:22:12 Yeah. It's a problem. It's a problem for most people. So I think a lot of entrepreneurs are great at doing, but they're not good at teaching. And if you think about it, if your team is going to excel, you have to be a great teacher and a manager. And so it's a higher level of skill. And so all my time now, obviously, is I'm teaching, I'm managing, I'm training, I'm not doing, I'm showing others how to do it. And that is a very high level skill. Because at the end of the day, what you start realizing as a CEO is your job is to assemble the right team. It's not to do the work. It's to assemble the team to do the work for you. But it takes a lot of skill and it takes a lot of practice and patience and management and you have to be good with people. And you'll hear some entrepreneurs

Starting point is 00:22:56 say, well, I hate people. I mean, good luck building anything big. It's not going to happen. Yeah, it's not going to happen. And if you want to be a solopreneur, that's okay. I just, for me, like I've never had a, I don't think, man, since I started, I don't think I've had a team smaller than 60. Wow. And, um, yeah, we were as big as a hundred at one time. I think we got a little fat, uh, but you know, it's, you gotta have a team and you gotta have good people and you gotta, you know, some people are got to have a team and you got to have good people and you got to, you know, some people are full time, some are part time.

Starting point is 00:23:27 You know, not everyone wants to be a crazy psycho CEO like I am. Like I'd say I'm pretty like towards the high end of work and like how much I want to do. But that's really the biggest issue, Chris, is it's just they don't know how to build teams. So they can't ever scale because they they don't know how to hire. They don't know how to train. I mean, some people think hiring someone, you bring them on and then that's it. I'm like, dude, you got to manage them every day. Every day you got to pour into these people.

Starting point is 00:23:52 And I think people get in the mindset that they build these businesses to build money, which we all do. But what I've learned is that when you kind of turn from selfishness to selflessness and you're pouring into your team, that's when you'll actually really thrive. When you're only thinking about you and what you can get out of it, you're going to take those types of actions. And when you're not pouring into other people, your business will never be as big as it could have been. You've got to have servant leadership. I mean, you really do. And, you know, it's about helping people achieve their goals and helping them do the business goals.

Starting point is 00:24:30 And it makes all the difference. You've got to be able to provide that leadership. Maybe that's what a lot of people are just not functioning with. Or, you know, maybe they don't want a skill because they're like, oh, I have to deal with other people. And, you know, there's a host of all sorts of, you know, problems that can come from it. You know, if you don't do it right, you know there's a host of all sorts of you know problems that can come from it you know if you don't do it right you don't hire right you know maybe that's a

Starting point is 00:24:49 hold back or maybe people aren't people pierce people or people people persons i mean i was kind of an introvert growing up but now i'm an extrovert and a big mouth and and being a ceo just can't change me it's like you have to you know you have to sell your employees you have to sell your investors your your partners, your board. You're constantly selling to everybody. And maybe that's just not for everybody or they don't feel like it is and they can't make that leap. No, yeah. I mean, it's just different doing and then managing.

Starting point is 00:25:19 And it took me a while, too, because I think when you're first building the business, you're so focused on margin. And so you're like, okay, I'm going to hire the cheapest person I can find. But when you get to the next level, you realize that by doing that, you're actually making it harder to grow because you're constantly having to babysit. And so what you're looking for is people who can come in and actually do the task without babysitting. And that's a whole nother skill. And it's also another pay grade. You know, like people want these amazing employees, but they don't want to pay them anything. And so there's a balance for sure. But I had to learn that the hard way a few times.

Starting point is 00:25:52 There you go. Now I see something on your website about a guarantee. Is that, am I reading that right? Yeah. Yeah. We have a performance guarantee. So typically what I've seen, the hard thing with consulting that does drive me a little crazy is because part of the result is dependent on the individual. It's very hard to use guarantees because if they don't do it, they can't get a result. And if I have to do it for them, I might as well just run my own business. And so what we have is what we call a performance guarantee, which essentially says conditional. And it's usually conditional on a certain amount of messages, like conversations they've had with people, sales calls, and then them doing X amount of coaching sessions with

Starting point is 00:26:32 our coach. Because what we found is if they're just doing those things, they will hit the numbers. And if they hit the numbers, they're not going to ask for a refund because they're going to make a ton of money. So we do have that in place. I think we've had a couple, but it's very few. I mean, like less than probably on one hand over the last six years. And that's kind of a tip for business owners is like, you want to use guarantees, but typically like use the guarantees that incentivize the actions that will get them the results. And that's the best way to do it because you know, hey, if they do those things, they're going to get the results. And so it's incentivizing behavior you want them to take. If it was software, it's different where you can just, hey, you want to cancel anytime. But the hard part in consulting is there's so much work

Starting point is 00:27:15 and overhead, I would say with the fulfillment that the conditional guarantees are usually what I prefer. I think anytime they want to back out it's tough because it's like a weight loss journey you know they got to stop eating the food they got to move it's there's got to be some uh action on their part yeah they got to do the work roi plus a 20 guarantee i mean that's that's pretty cool um you got a training portal uh you keep daily office hours uh i mean why is it important to have a coach as opposed to just go reading a book for those of you know there's no context um there's no context so meaning you know if i if i'm reading a book and it says how to make a million dollars and it's like okay step

Starting point is 00:27:57 one do this step two do this step three do this that's fine but there's gonna be an issue when you have the issue the book doesn't talk about every single issue. Like, okay, when I did the call, this happened. The guy said this. What do I say when he says that? The book doesn't go into that. And so there's a lot of nuance and context that's missing from a book. And that's why it's important.

Starting point is 00:28:19 Because when you have someone who can say, hey, here's the situation. Here's what happened. What do I do? That's what makes you get great results. That's what changes everything. That's, in my opinion, why it's important. I think as you get higher level, I could take a book and I can pretty much implement it

Starting point is 00:28:33 without any tutoring. Yeah, you kind of know what to do after you've done it a few times. Right, but it's because I have so much context. It's like asking an NBA player to do a different type of shot. What you do is you run down, take two know dribbles to the right one to the left like they've got a lot of basics if you gave it to someone who's a brand new beginner they don't even know what to ask they don't even know where to start overwhelming it's over yeah and so i also also i

Starting point is 00:28:59 can't remember the principle right now but there's that scientific principle that the more you think you know the less you know it's like the more someone knows the less, you know, the less they actually do or vice versa. So the smartest people I've met who I think are some of the most brilliant people I meet, they always, you know, are learning and they're always like trying to do more. And so I just think there's stuff you can get with coaching that you can't get from a book. I'm not saying books are bad. I love books, but there's a lot of context missing from those situations. And a lot of people need help with that. Yeah. The ifs, ands, or buts. The other great thing I think about a coach is it helps you, it helps you stay, it gives you an accountability partner. Accountability partners are so important

Starting point is 00:29:42 because you need somebody who's kicking in the butt and going, Hey man, did you do the thing? Uh, where are you at? You know, are you on, is your, are you on point or are you screwing around? You know, where are you at? And so they, they really help make sure that you stay on top of what you're doing and get it done. And I think, I think accountability is so much important. I mean, that's how I got my book written. I, I had accountability team and we were all kind of writing and competing with each other. And that just helped us, you know, that, that competition. And then also knowing that somebody the next morning was going to be calling you out going, Hey, did you do the thing? And you're just like, Oh yeah, I got some excuse there, buddy. Shape up and ship or ship out, you know, that sort of thing. And I think that that would do stuff 10x what they asked. I mean,

Starting point is 00:30:45 if they said do five of this, I'd do 20 or 10 of this, I'd do 30. And that was helpful for me because like I spoke to you earlier on the call, there's only one of two things if you're not getting results. You're either doing the wrong thing or you're doing it improperly. And I was always scared I was doing it wrong, right? Because that to me is the most common. A lot of people want to blame it on what they're doing, but it's really, they're usually doing it incorrectly. And so it was really nice for me to have coaches because even if it was a bad coach, right? People always talk about that, you know,

Starting point is 00:31:15 bad coach is like a bad girlfriend, but you learn what not to do. You learn like what you're not looking for. And a lot of people, they underestimate that. They think success is just a linear path. It's not at all. It's like a freaking roller coaster. And the more you mess up and the more you fail, the sooner you it wrong or is it the wrong path with a coach? If they say, this is the path you find out very quickly if they're right or wrong, because you're doing it to your fullest capability and they take that thinking away from you and you're just doing, um, that's at least my experience. And that's why I'm so grateful

Starting point is 00:31:57 for. And that's why I keep hiring coaches because that's like, I get the most out of it. That's really the biggest benefit to me there you go there you go so as we go out give us your final pitch uh tell people where they can go online and sign up and anything we may have missed yeah so i mean guys like i said the best place to connect to me is instagram i'm the most active there if you just go to tanner.chidister and dm me the word chris voss so i know you came from Uh, we can have a conversation about, you know, business life, whatever you need help with. And,

Starting point is 00:32:26 um, our main website is elite CEOs.com, but, uh, I I'm trying to figure out who's coming from the podcast. So if you guys go on Instagram and DM me from there, that'll be probably the best place to connect. Sounds good.

Starting point is 00:32:38 We'll put that link on the Chris Voss show, uh, for everyone. And, uh, it's Chidester at C-H-I-D-E-S-T-E-R. Tanner Chidester. Thank you very much, Tanner,

Starting point is 00:32:49 for coming on the show. We really appreciate it, man. Thanks for having me. I really appreciate all the questions, Chris. Thanks for having me again. There you go. And thanks to our audience. Be sure to go to Goodreads.com, 4chesschrissfoss, LinkedIn.com, 4chesschrissfoss, chrissfoss1 on the TikTok, and what is it? The new thing. chrissfossfacebook.com. Thanks for tuning in. Chris Voss won on the TikTok and what is it? The new thing.

Starting point is 00:33:05 Chris Voss, Facebook.com. Thanks for tuning in. Be good to each other. Stay safe. And we'll see you guys next time. And that should have us out, man.

The Chris Voss Show - The Chris Voss Show Podcast – Tanner Chidester, Founder and CEO of Elite CEOs, Helping Online Business Owners Scale Businesses to Eight Figures

There aren't comments yet for this episode. Click on any sentence in the transcript to leave a comment.