THE ED MYLETT SHOW - Do You Have What It Takes To Be A GREAT Entrepreneur? Feat. Joe DeSena

Episode Date: June 29, 2024

Brace yourself for an episode that's all about shattering limits and mastering the art of success! In this Mashup throwback episode, join me alongside giants of industry—Joe DeSena, Alex Hormozi, and Andy Frisella—as we dive into the strategies that have propelled us to huge successes in business and life. This is a crash course in achieving the extraordinary. We're peeling back the curtain on the mental and strategic frameworks that have allowed us to dominate our fields. Here's what you'll gain from this powerhouse mashup: Discover how to forge tenacity and resilience in the face of challenges, directly from Joe DeSena, who transformed the fitness industry with Spartan Races. Alex Hormozi unpacks his revolutionary approaches to maximizing profits and scaling businesses with minimal resources. Andy Frisella shares his insights on creating a culture of excellence and the true essence of leadership that inspires action and loyalty. I'm sharing my personal journey, revealing how strategic thinking and emotional mastery have shaped my path to success. We're setting the stage for you to revolutionize your approach to challenges, rethink your potential, and recalibrate your goals. This episode is packed with hard-hitting truths, strategies for exponential growth, and the mindset shifts necessary to elevate your game. Transform your life and career by harnessing the collective wisdom of leaders who've actually walked the path! Learn more about your ad choices. Visit podcastchoices.com/adchoices

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Let's talk a little bit about business, because this is a side of you that you underplay, but I know business well enough, when I listen to you I'm like, man, this is good stuff. Talk a little bit about the difference between, because I think every company should have them. Entrepreneur, intrapreneur, what's the difference? Well, I mean, your audience, I think knows this,

like not everybody, my father used to say, and I didn't understand it as a young kid, Joe, not everybody has a stomach for entrepreneurship. What do you mean by that? As I got into it and started running my own business at a very young age, man, my stomach was in knots 24-7. Am I going to be able to make payroll? I can't believe I just pissed that customer off. This marketing message I just paid for didn't work. The truck broke down and I got 20 jobs to go do today. Everything that can

go wrong does go wrong. You got to have the stomach for it. I mean, your reputation is on the line. By the way, you get a girlfriend, she's leaving you in about seven minutes because you don't pay any attention to it because you're running your business, right? Your parents are like this is ridiculous. You didn't show up for the funeral. You didn't show up for the wedding you were supposed to be at because you're running your business. So, entrepreneurship allows you to do all that without as much frustration because the

company you're working for is allowing you they're providing a little bit of a safety net they're giving you some of the tools if things don't go so well they they wipe your ass a little bit so if you don't have the stomach to go to war and and add you you've got to tell your audience if I'm not true and you are going to war if you're in yourself. If you're not ready for war and you want like, maybe a practice version, that's the entrepreneurship. You could do it within the confines

of the company you work for. And which is fine by the way, that doesn't mean you're any less of a person. By the way, I love people that work for us that act like entrepreneurs within the company. Me too. Fantastic. As opposed to somebody that's just kind of moseying around and punching the clock.

If anybody knows what a time clock is these days, right? Punching the clock at 9 a.m. and 5. I mean, sometimes in our office, I'll stand by the door when we had an office pre-COVID. I'll stand by the door at 5 p.m. and I want to stab people that are walking out at 4.59. Yeah. It's not my kind of person. Yeah, me either and the other thing that comes with it that you talk about really well, the thing about being an entrepreneur man is you have to have this kind of crazy dynamic

where like you can take immediate monster action on a split second and then combine that with like tremendous patience that almost nobody will have to wait for the result. Like 90% of people do 90% of what is required but they don't stick around long enough for the other 10% to kick in or they won't do the extra 10%. And there's the old marshmallow story, but you have this story, I think it's your six-year-old with you with ice cream, right? I did my research, man. You see this? You see how I do this? So tell them this because it goes to the point, like you just said a minute ago, 20 years to still keep trying to get people to come to the farm, right? So tell them, tell them this ice cream deal. Also in 1972, Professor Walter Mitchell, probably the same moment my mom was walking into a

health food store, Professor Walter Mitchell, Stanford University decides to test children, puts them in a cubicle, bunch of kids in a cubicle, different cubicles, and says, here's a marshmallow. You could eat that marshmallow now, or if you wait, I'll give you two. And what the researchers were trying to figure out was like, is there anything interesting around people that could wait and delay gratification

and not eat the marshmallow right now? And another example in your own life would be like, in the morning when the snooze, when the alarm goes on, do you hit snooze or do you get right up? Right. And they followed the kids for 30 years. Most of the kids that you would imagine ate the marshmallow right away. But a few of the kids were able to withstand the pain of looking at this marshmallow and

not eating it. And what they found were those kids had better SAT scores. They went to better colleges, they had better cars, better marriages, everything in life was better. And so I wondered when I found out about this, I said, gee, honey, to my wife, I said, we got our first kid, we should find out. Like what kind of kid do we have?

Right, is this a kid? Like, because everything we stand for with Spartan is the ability to be stoic and just, you know, not eat that marshmallow. So anyway, we give him a scoop of ice cream. It's about 10 o'clock at night. I'm already making excuses in my head that if he fails, it's because he should have been in bed already at eight. Hey, Jack, if you want, you could eat the scoop ice cream now, or if you wait, I'll give you two. And we're about three and a half minutes in, nobody. He looks at ice cream now, or if you wait, I'll give you two. And we're about three and a half minutes in,

nobody, he looks at me, I'm so proud to say, and he says, dad, how long do I have to wait to get 15 scoops? And you would appreciate this, anybody listening that's an entrepreneur, we're playing for 15 scoops. We're not playing for one or two. And you gotta withstand pain to get 15 scoops. We're not playing for one or two and you got to withstand pain to get 15 scoops.

That is okay rewind everyone go back right now rewind go back about two minutes play that again get your kids in the room either watch it or listen to it again that's why I wanted Joe on you guys no one you know what it is I don't know if it's the the combination how you grew up you give analogies and stories in ways that I like, that like that I relate to, maybe a little bit better than like your traditional speaker dude, you know? And, but I wanna ask you, and I just curious,

is there something you believe, I was asking myself this this morning, so I thought I'd ask you, is there something you believe, you really believed 10 years ago about life or business that you believe almost the complete opposite in now. Like your perspectives just changed you know 20 years of the you know all the Spartan races all the people coming to the farm just getting older too by the way. There's something you used to kind of

really believe that you don't believe anymore that's replaced by almost the opposite belief. Isn't that interesting? That's a great question and I'm quickly scanning brain over so many years in business and it's a great question and I'm quickly scanning brain over so many years in business and it's a little contrary. My answer is gonna be a little contradictory to what we just spoke about which is when I was young and I think this is the case with all of us maybe not my son Jack but like I didn't necessarily have the patience. I wanted to make money. I wanted to have a nice house like those guys you know I was cleaning their pools how did they get nice cars? I wanted to do it fast. And I just didn't understand

that like slow down young grass. Like it's just gonna cut like life is actually longer than you think even though it's short if that contradiction makes sense. So I think today I have no regrets. I wouldn't change anything, but if I was guiding somebody young, here's what the ancient Spartans, I'm gonna answer it this way. The ancient Spartans back 2,500 years ago, everybody believed in legacy, right? They wanted to build the pyramids.

The ancient Spartans said, legacy, let's focus on doing a perfect job at what we do. I mean, perfect. Legacy is just gonna come. Let's focus on doing a perfect job at what we do. I mean, perfect. Legacy's just gonna come. Here we are 2,500 years later talking about Spartans. It worked. If you go to Sparta, Greece,

you don't see big monuments built or scriptures or books written. They didn't keep track of any of that stuff. They just kicked ass at what they did. And it worked. And so I guess that would be my message to my younger self would be like, don't worry about like making money, like just focus on the here and now. And I didn't really know that at a young age, even though mobsters

were telling me things like they were telling me, I just, I wanted it now. Yeah. Yeah, totally. I had two of them, but I'll ask you about one of them for me, how you respond to this. I used to think when I was younger that I was really driven out of like chasing my dream. You know, like I had this big dream, whatever it was, like living on the beach.

You know, me and my wife did not live on the beach growing up. And the more I've gotten older, the more, and I did, I wanted to chase things. I kept that goal in mind, no question about it. But the bigger mover for me as I've gotten older, was fear, pain avoidance. Like, for me, it was even to this day, like, still, you kind of get me to do things almost operating out of the opposite almost fear or pain, like I don't avoid fear. I don't avoid pain.

Like I've made lots of little decisions throughout my life of the opposite of chasing my dream, which was running from not wanting to be broke, not wanting to be fat, not wanting to be irrelevant, not wanting to get old someday and regret my life. Which do you think is the bigger mover for you? Well, a couple of things on that. We as human beings are more motivated by the loss aversion.

We don't wanna lose more than we wanna win. So that's normal, right? And then number two I would say is as a species, we wanna avoid discomfort at all costs. So guys like you and me we are more uncomfortable when we don't work out. We're more uncomfortable when we don't eat healthy when we don't work hard when we you know what I mean? Whereas most people are more uncomfortable working hard working out yeah healthy and so we flipped we flipped it on on its head so i don't think i don't think it's uncommon for a high performer to be more

motivated to be more motivated by like i'm gonna be embarrassed by you know what i mean like that's not who i am by the way you probably do what I do which is I carry my chest out. I talk about what I'm gonna do. I tell you I'm carrying a kettlebell so I know subconscious I'm on the hook. I gotta do this stuff. I gotta act this way. I gotta do some curls before Ed Mylett gets me on because I gotta look good. Yeah right. But I know what you mean. I'm I want I want it out there because it holds me accountable to what I'm saying and what I'm doing. And I also just think drawing attention to some extent to your example can create change. I used to think you can't, I also think I used to think is you really can't motivate other people. They got to be totally self motivated. That's true to an extent, but I have personally seen my presence or someone like your presence push people past the limit.

They maybe they wouldn't have had on their own, like you do at the farm with the kids or even with the adults. OK, here's something you do very well. This is where I think. The offer and the lead thing sort of marry one another. Oh, I'm watching you. I listen to you and you either do this unconsciously, which I doubt the best people that I know that are entrepreneurs of any type

Okay, you can even go to jobs and I can argue he was great at it You can go to musk. I can argue he was great. Then you can go to a hardcore selling person like Ellison or whatever, okay They know how to frame. Mm-hmm. Okay, Alex You're an incredible framer. Okay, you know how to pre-frame something before you do it. You know how to create the frame when you're doing it, and then you know how to post-frame. I'm amazed, blown away. Like, a great speaker walks out on a stage, they pre-frame what's going to happen there today. Then they sit in the frame with you. Then they tell you what just happened.

Yeah. Okay, this is just something most people are oblivious to. And if you're not good at it, you may get a close and not get leads. If you're not good at this framing stuff, your ad's gonna suck. If you're not good at this framing stuff, your affiliates aren't gonna offer it correctly. So all of this fits in there.

I'm good at very few things. I'm a really good framer. No, no, I'm a really good framer of messaging. I framed you in the beginning of the message. I just framed the complicated thing you just called it. So I reframed what it means. Are you conscious of that? Do you teach it?

Do you think it's something that most entrepreneurs and salespeople, entrepreneurs and or salespeople, are not aware of enough? Yes. In terms of teaching it, I don't. I think framing, to your point, using a different word, or salespeople are not aware of enough. Yes. In terms of teaching it, I don't. I think framing, to your point, using a different word, just contextualizing, I think it's a teaching skill.

And so what we're saying is, I said this, this is what this means. It's like I'm translating this, because you might speak in techno jargon for whatever the thing that you're selling is. And you just said a lot of words, and you're like, it means your house is going to be protected. That's what this means.

You can sleep well at night. Can I give you another example of a frame? Your launch. You framed it as, here's everything that's going to be, everything that's going to be, here's going to be, and then, and it's free. So you created a particular frame, and then you stepped out of it and shocked them. But what you did is, first first off you have a generous heart And that's why you really did it, but let's also be honest you created this massive value frame

This would cost you this this is how I did it This would do this this would do this and then emotionally at the end because you were emotional about what you were giving them and believed In it so deeply yeah, but then you kind of stepped out of the frame and went all that yeah Bam, and now you're back in a new frame, was a value gift generosity now everybody leaves the launch it's a super important I don't even know if you know you did this I mean I know you know what you were doing but I don't know if you know what that led you have built a reputation of being someone who brings tremendous value okay that's one thing tremendous value well-prepared articulate you, cutting edge, clearly does this,

isn't talking about theory. That was the frame that was going on the entire launch. And then you stepped out of the frame and became a Jesus figure. Literally, you're frame changed, kind, generous, giving, philanthropic, and so you get this great value frame and then you stepped in, you guys all know what I'm saying, in other words so you get this great value frame and then you stepped in. Do you guys all know what I'm saying?

In other words, you created great value, then he stepped out of the frame and gave it to you. And that, that's, to your point, an irresistible offer when you do it that way. Were you conscious of that? And when I explain it back to you, do you see what I'm describing? You usually use two frames there.

Yeah, 100%. Punking the game. Is that what I'm describing? You usually use two frames there. Yeah, 100%. Punking the game. Is that what you call that? Just a phrase I like for it. And it was so good, Alex. It was so good. It's going to make it really hard for anybody else to launch a book.

Hopefully. No, it's going to make it really hard. You changed what that frame looks like now. And honestly, I wanted to honor the book because of how much time I put into it. And so I put probably 200 hours into the presentation, but I put 2,000 hours into the book. And so it was only 10% of my work from the book went into the presentation, even though the presentation was a big thing. But to your point with the contextualizing, if I, here's this thing, enjoy it,

people don't know how to process that. And so it's breaking it down so that they can understand how this will actually benefit their lives. And my hope was that people would, at $12,000, at $5,000, at $3,000, as I price dropped during the pseudo pitch, that people, and I got messages after being like, dude, I was there at five, I was in. And so it's different than giving a free gift.

I wanted to give a $12,000 gift to every person that was there, but I had to justify why it was a $12,000 gift and why everybody would have paid that, but then instead got it for free. But Alex, what I'm saying is that it was brilliant, and by the way, very generous of you. But this is something in the sales process,

I don't think most people, they're giving away their product, they've not created a frame of its value before it's reduced to the access point that you can get it at. And that's something all of you, just the concept of what we're describing, you've all gotta start to understand,

or you're not gonna be as great as you could be, you're not gonna be the goad at what you do. This show is sponsored by BetterHelp, and I'm grateful that it is. I gotta tell you, you know, I get asked all the time, what's the one thing that most of the guests that have been on this show have in common? I can tell you, they're all from different backgrounds. Some of them are tall, some of them are short, some of them are from the US, some of them are from abroad. Different ethnic backgrounds, religious backgrounds, you name it. But I gotta tell you, most of them have been to

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Just need a nice place to settle in? Enjoy your room upgrade. Wherever you go, we'll go together. That's the powerful backing of American Express. Visit amex.ca slash y amex. Benefits vary by card. Terms apply. To kind of go into the entrepreneur side of things. You know, I know just reading about your story and seeing you speak many times with me as an attendee, by the way, you know, the first time I ever saw you speak was at a growth con in 2018 in Vegas.

That was my first ever entrepreneur event. And I remember they introduced you back then as like the fastest growing entrepreneur online. I don't know why I remember it, but I sat there thinking, okay, what's this guy do? And you started to tell the story of, how you used to be a baseball player. And I was like, oh dude, I like this guy.

I just literally retired. That's crazy. And I was like, oh dude, I like this guy. I just literally retired. That's crazy. And I'm like, man dude, I'm trying to think, how am I gonna build my entrepreneur career? And you started to tell this story and it was like, man dude, baseball didn't work out for him, but entrepreneurship did. So tell me a little bit about that.

What was the transition like going from an athlete to this? Really hard, as you know. For anybody, when your first dream ends, if it doesn't work out, that's a roller coaster. Your first dream could be your first business and it didn't work. Your first marriage or relationship. For me, all I ever wanted to be, probably like he was a baseball player.

I never even really considered doing anything else. I thought I'd be a baseball player who buys real estate. But like as a little boy, I mean I was introduced as a baseball player and he plays baseball. So I remember my last game and I remember like slow motion. I remember the last play was a pop up to shortstop. I was playing center field and I knew it was my last game. This was at Pacific?

No, it was after that. It was after that. But I remember running in going, this is over. All those years, all those practices, all the little league games, all the early BP, all the stretching, all the weight room, all the hitting lessons, man. All the times in the locker room, all the bus rides.

All the at bats. All the conversations at first base when there's a pitching change with the other guy. It's over. My whole identity was baseball. And what I learned that lesson was my identity is not what I do, it's who I am as a man. But when I reflected on baseball,

there were some truths I had to accept. I didn't work as hard as I could. There was another gear. And I didn't work as hard as I could because I didn't believe in myself to the extent that I needed to. Once the level got higher, every time the level got higher,

I more and more doubted myself. Do I really belong here? Am I really good enough? That guy's bigger, faster, stronger than me. They got more confidence than me. They got a better coach than me. They got better gear than me. And the truth is,

there was a correlation between this little, it was microscopic lack of belief. You wouldn't know if you met me, I was cocky. I worked hard, I was a confident person. It was microscopic inside doubt. And that doubt caused me to hold back just a millimeter. You would never know it because I outworked almost everybody else. But it wasn't what I was capable of.

And if I'm being honest, that started when I went into business too, and I finally went, I'm not gonna end my damn life with these microscopic doubts, no one else knows I have them, but I know I have them. I gotta work on me, I'm gonna outwork every MF'er ever. When this is over, if I fail, it will not be because I got outworked, I will outwork everybody,

I will outgrow, I will outread, I will out prepare. And I am gonna work on me, like the real me, like that microscopic doubt that's a secret that my wife didn't even know I had. I'm gonna fix this and I'm gonna improve me. And I became addicted to improving me and being honest with myself and outworking everybody. And so my keys in business have been those things.

It's like my confidence comes because I already know something, bro. When you go to bed by, you go sleepy pie. I'm still grinding. And when you get up and you're still tucked in all sweet and comfy, I'm already up getting after it. And when you're doubting yourself, I'm working on me because I know how incapable I am on my own.

That's why my faith's so important. And so it just came down to like, the truth is, this way I've been doing it in baseball doesn't work. I can't fake it anymore. I can't fake it. I gotta get real. And maybe because I do lack confidence, I know I gotta work harder.

I gotta prepare more. I have two podcasts tomorrow that I'm doing. Bro, I'll spend hours preparing for each one of them. And the reason is my insecurity. My insecurity. It's like, I don't know preparing for each one of them. And the reason is my insecurity. My insecurity. It's like, I don't know if I'm the best interviewer in the world, so I'm gonna out prepare the guy who's better than me,

or the lady who's better than me. And so I can honestly say, I'm proud of what I've accomplished in business because I know it's connected to hard work, and I know it's been connected to my faith, and I know it's been connected to me really getting real about my lack of confidence and my belief in myself.

And to this day, the number one thing I about my lack of confidence in my belief in myself. And to this day, the number one thing I still have to work on is my belief in me. Wow. It's still that it's still my self confidence. You know what's crazy is so mean you said so many things that were amazing and I definitely want to touch on faith here as we get into the episode. But for me, you know, I was raised being the best. And so from a young age, my parents always told me, you can do whatever you want.

They were never like a lot of parents you see where it's like, get a stable thing and set realistic expectations. They're like, literally, why don't you be in the Hall of Fame? Do it. And I just believed it from a very young age. And so as I progressed through high school, you know, varsity as a freshman, starting shortstop, it just was like it just kept growing and growing and growing. And by the time I got to college,

you know, my mindset was always like, you know, I'm just going to keep being the best. And I'll tell you, even though like I had hyper internal confidence, there was still always like, you know, you have a bad game, you have a bad week, you know, you're like, did I lose it? Like what happened? Like it was such a slippery slope of confidence. And you know, every step of the way you keep leveling up, you realize like, wow, there's some real dudes here.

You know, in college, we would face, you know, they'd be telling you like, this guy's gonna go on the first round. You're like, dude, this guy ain't no joke. And then, I was fortunate enough to get drafted, and so, I remember going to my first season, 21 years old, and all of a sudden, I got Dominicans, Venezuelans, every first rounder,

every best player in their high school, every best player in their college, and I'm like, dang, okay. You know what's good about that, though? That's business. Here's the deal. You know what's good about that though? Yeah. That's business. Yeah. Here's the deal, you can do okay where you're at right now,

but when you get to the top, you're playing against some killers, man. Yeah. I got into self-help, personal development, entrepreneurship, I'm playing against some killers, man. Yeah. These guys are killers, they're working hard. This guy's like, whoever that you've had on your show before,

right, these Cardones, these whoever's, these Hormoz, these dudes are killers. Yeah. You gotta be good, man. You gotta be good. I'm a killer. You want to you're gonna compete against me? Yep. You better be you better bring a sandwich bro you better pack a lunch right because and I learned that in baseball and what happened when I got to that level of baseball I'm like I don't know if I'm a killer like this right when I got here I'm like oh no no no no yeah I know yeah I know what I. I know what I know. I know what I've done. I know what I believe in.

And I'm gonna keep growing and getting better. And when they slow down, they flinch, they get weak, they get tired, they go take two weeks in Europe, I'm keep coming. I'm like a dripping faucet dude. I just keep, keep going. And over time, that serves me really, really well. In fact, it fires me up even talking.

Like I'm getting pumped telling you because I wanna be somebody so badly that's not left me as I became somebody. When most people get a little bit of being somebody, they lose that wanting to be the next somebody. That's why like, you see a guy who won a championship belt in boxing. Great, can you repeat?

Can you repeat eight times? Can you repeat 12 times? And for me, it's like, man, I'm addicted to this expansion thing, and I want it bad, and I don't know what it is, I don't know why I'm like I am, I'm just this way. I've just accepted me, man. I want to be somebody so badly,

even at this stage of my life. I want to, I'm excited to meet me at 55. I wonder who the heck I'll be at 55. I know I won't be the dude I'm right now at 52, that's for damn sure. And I don't keep a lot of friends who's the same dude he was five years ago. Telling the same stories about the same jokes

and the same stuff. I want somebody who's challenging me, pushing me, growing me, expanding me, and I see them doing it in their own life. There's motivational people, they're cool. There's inspirational people, that's the next level. They get you inspired, that's to be in spirit. I love those people.

But my favorite people are aspirational. These are people I aspire to be like. I aspire when I'm around them to be more like them. I try to, I try, I try to be all three. I wanna be a motivation, play to your motives, right? I wanna be inspiring, but I also wanna be aspirational that hopefully when someone's around me, they're like, there's pieces of this dude,

pieces of him, not all of him, that I aspire to be more like. To me, now man, now I'm a good friend. Now I'm a good mentor. Now I'm a good role model and a leader. What skill do I think is the most important as an entrepreneur? That's a really difficult question,

but if I could go back and you could only give me one skill to begin with and I had to build from all of it I can tell you for sure what it would be for me and that would be the ability to influence So it's the ability to persuade people Without that skill set the vast majority of my wealth does not exist if you can't persuade people if you can't influence people To make decisions that are in their own best interest but that also grow your business, your brand, your company, your net worth, you can't ever become successful. One thing that everybody I know that's a leader in everything they do can do is persuade people. Now, I watch people do that in all different types of ways.

Some do it through intimidation, some do it through force, some do it through humor, some do it through persuasive strategies, transfer of energy, you name it, but all leaders can persuade, all successful people can get people to make decisions in their own best interest that also get them to participate with their company. It's the number one skill that I see most people not spending the most time on is their ability to communicate, their ability to persuade people and because they're constantly trying to go to a different course or they think that somehow if their product is good enough or they get the right sales pitch that

somehow they're gonna win but the fact of the matter is you've got to become a better persuader. I'm constantly personally working on that skill and refining it. My ability to persuade from the stage through the camera here to make to get you to make the decisions that are in your own best interest, to persuade you that I can help you, to persuade my children. When I'm negotiating, I'm buying a company or buying a car or buying a jet. It's my ability to persuade people to make the decision that's in their own best interest to participate with me. And so if I was a quarterback in football, it's my ability to persuade the team to

work the hardest, to run the best routes, to get open, to give it all they've got. Head coaches in football, school teachers, their ability to persuade and influence, pastors, you name it, personal trainer, they've got to persuade people to do the exercise, that they're the expert. So it's our ability constantly to influence and persuade people that I think is the number one skill in life. And so if that's the case, what are some of the keys in doing that? So number one thing as a business leader that you should be evaluating is, are you constantly

refining, constantly getting better, constantly making alterations, constantly being aware of how you can improve in all of these areas? The thing that happens when I say that to most people that are average, let me tell you what their response is, I already have that, I already got that down, I'm already persuasive, I already can do that. And even as I say that to people, I hear people all the time say, oh I'm already good at that. Let me be very clear with you as a friend, if you were really good at that, you'd be more wealthy, you'd be happier, you'd have a bigger business, you'd have a better family

life than you have. So it's your vast overestimation of your ability about that one skill set that is probably gonna hold you back more than anything. As a friend, let me tell you, you're nowhere near as good as you think you are at that skill and the fact that you think you're great at it may be your greatest detriment to moving forward in your life because you don't think there's this gap between where you should be and where you are that'll cause you to do the work to get there. And so I never overestimate my ability to persuade.

I always think I can get better. I always think I can grow. And I know there are multiple areas and sectors in which we persuade people. So I might be really good speaking from the stage, but the question is, how am I in front of 30,000 people or 100 people? How about one-on-one? How about in my family? How about to a or 100 people? How about one on one? How about in my family? How about to a group of three?

What about in a boardroom? What about the white collar people? What about the blue collar people? What about in my personal life, right? What about getting people just to make their best effort? What about putting money somewhere? And so there are thousands of areas in which we persuade people. Persuade people to like you.

Persuade people to laugh at your joke, right? So constantly, when you buy something, persuade them. When you sell people, persuade people to like you, persuade people to laugh at your joke, right? So constantly when you buy something, persuade them. When you sell something, persuade them. Persuade your children. So it's your overestimation and thinking you're great at that that constantly holds you back. You're nowhere near as good at that as you think you are and the fact that you think it is already an indication you're not very good at it. So you might be great in one area but not great in the others and so please don't check the box and think you're outstanding at that because if someone who's spoken in front of millions of

people on stages from 60,000 people to six people who's made millions and hundreds of millions of dollars in business, traveled the world and multiple different businesses in athletics, I've coached athletes, entertainers, politicians, business people one-on-one, and I coach in large groups. If I know I need to get better in those areas, I would submit to you that you probably do as well, because I'm not as good as I could be or as good as I should be in almost every area of persuasion. Having said that, let's take the business context for a second. One thing I want to challenge you to be is a

leader of your business, whether it's just you're a leader of one which is you as a salesperson, or a leader of ten as a team, or a company of 25,000 employees is you must become evangelical about your cause and your mission. The greatest business people have an evangelical property about them. They're evangelizing all the time. They're propagating the strengths, the benefits of their business, of their mission, of their cause. One of the great evangelists of all time is Steve Jobs. There's a great book written by a guy named Guy Kawasaki many years ago called Selling the Dream.

And in that book he talks about the way that Steve Jobs sold the dream of Apple and he literally called him an evangelist for the cause. There's a great story in that book about Steve Jobs when he was recruiting. He knew he needed to have a CEO of his company and he wanted to have the best and at that time there was a man named Scully who was the head of Pepsi and Jobs was this young kid in his 20s trying to recruit this executive who had made millions of dollars and he couldn't get them and he couldn't get them and he couldn't get them and finally he gets the voicemail back in those days, the answering machine actually of Scully and he says says, listen, listen man, when you're tired of selling sugar water to kids over there at Pepsi and you want to come change the world, frickin' call me back and we'll

do it together. Boom, and he hangs up, right? He was evangelical about the cause. Sugar water and Pepsi changed the world at Apple, right? And Scully, who's making millions of dollars, he's CEO of one of the most powerful companies in the world, looks to his wife and she says, I think he's right. We aren't changing the world. And it was that one cause-oriented, evangelical phone call from Steve Jobs and it exuded out of his pores every stage speech he gave, every one-on-one, every board meeting. When he'd meet with their software

engineers, when he'd meet with the programmers, he was always evangelical internally and externally and built a culture of one of the greatest movements of all time in the history of business. There's great lessons there about being evangelical. The greatest presidential or political leaders have an evangelical property about them. The greatest salespeople do. The greatest dads, the greatest pastors, they're evangelical aren't they? So you've got to become more of an evangelist for your cause and your mission. Number one. Number two, you have to sell a big enough dream to your team, to your company, to your

clients, to the people around you, that the dreams of everybody associated with you can fit inside the one you're selling. It's got to be big, it's got to be bold, it's got to be expanding. Number three, it's got to be repetitious. You can't get tired of saying the same things over and over and over again. One of the deficiencies of leaders that are weak is they constantly think they have to say new things to old people. Creating new things to say to old people.

The best leaders say old things to new people. They say the same things over and over again to more and more new people. New teammates, new employees, new recruits, new clients, new speeches, new groups, right? They say old things to new people. They're repeating over and over the vision and the cause of their business, of their movement. These are great communicators. The next thing, all great communicators understand whether it's words, physiology, the look you give somebody or writing, influence is energy. It's the transfer of energy.

It's getting you to feel about my company, feel about my mission, feel about my product, feel about my cause, what I feel. They're conscious of transferring energy to people because that's what moves people. That's what gets them to act. It's not just the words, it's not just your face, it's not just how you're dressed, it's an energy transfer. There's a hook by the way. You can't transfer to me that which you're not experiencing yourself. You have to physically be experiencing it in the moment. It can't just be the words you're reading from a

sheet. You have to really believe it. One of the reasons a lot of salespeople struggle or recruiters struggle is they just don't believe enough. They don't spend enough time making the case like a lawyer, litigating to themselves about how powerful what they do is. And the more and more you really believe, you're a true believer, you can evangelize your product, you can evangelize your message. So invest more time in your own belief, in your research, in your knowledge, finding

third party articles, magazines, blogs, things that reinforce whatever it is you're doing that feeds your own belief, that way you can give it to me. You can't give it to me if you don't have it. And so they don't spend enough time. Spend more time feeding your own belief and be conscious of the transfer of energy to another person. There's a great study out right now that I was just reading about bees and them deciding which flower to pollinate is based on the energy the flower puts off. They sense the energy from the flower and they move towards

that one deciding to pollinate that one. Well if you want more people to pollinate your business, pollinate your life, if you want to track the right relationship, the right amount of money, the right clients, the right employees, the right recruits, the right vendors, the right support, you gotta be putting off that energy because people are going to pollinate it somewhere. You want them pollinating with you, right? And that's an energy feeling they get from people. The bottom line is people gotta be, when they get around you, they gotta feel something special about you, special about where you're going, special about your cause, special about your mission, that

something special is happening, something historic, something big, a big old dream. In fact, one big enough that my dream could fit inside the one these people are selling me, right? And so this is the key of moving people. The number one skill, go all the way back to the beginning. My number one skill that if I could keep only one would be this right here, the ability to persuade people in multiple areas of my life. How do I get better at it? Transfer energy, number one. Feed your belief, number two. Number three. Make sure that it's repetitious over and over again. Say old things to new people, right?

And you've got to be evangelical and sell a big old dream. The bottom line is that this is a process that never ends of growing us, of growing our ability to persuade people. One of the things about communicating as well is doing it with a lot of specificity. Great communicators, great influencers, great persuaders are very specific and very clear about what their message is. And so even communicating to yourself

and leading yourself, I grew up walking this beach right here, this exact beach. And I didn't live like this, but I told my family someday, told myself someday, I'm gonna live on this beach. I didn't know who these people were that owned all these beach houses. I didn't know exactly how you got one, but I began to repetitiously transfer that energy to myself

about my dream over and over again, literally thousands, if not millions of times. And now someday it happened. Now that day is here and I live on this beach as one of four homes that I own. And so that's how you communicate with yourself and others, that transfer of energy. I can tell you that in my own situation, I'm always trying to, how do I evolve it?

How do I modify it? How do I feed my own belief more? How do I sell it bigger? How do I back it up with more facts? The best leaders sell a big old vision. They tell a great story. The best people I know are great storytellers. Remember this, facts tell, stories sell. Most people make decisions

emotionally from the story, they rationalize it logically with the facts. So make sure you're selling a big dream, a big story, and then you give people the facts. This is the way we begin to move people in our lives. This is the skill of entrepreneurs. This is the skill of building something big and building something small and building something permanent too, is your ability to persuade. Focus on your energy, focus on your belief level and focus on refining your message. The last thing is this, say it faster and say it quicker. Less is more. You don't have to tell them everything you know. Leave a little bit

to the imagination. One thing that happens, the longer and longer we're in business, the longer and longer we're around, the more and more we learn, we feel compelled to tell someone everything we know about our product, everything we know about the business, and that's not how you energize people. You give them just enough and then shut up. My dad used to tell me when I was a kid, when I'd be asking for money to take my girlfriend to the movies, he'd say, hey don't sell past the close, right? He had already agreed and I'd keep selling them, I'd keep selling them and sometimes I'd lose them with this extra BS I'd be giving them. So I want to challenge you, don't sell past the close. So of all

things in business, right, time management, goal setting, vision, identity, all those things we're gonna talk about on this channel are very important. But if you can't communicate, if you can't persuade, you are toast. The last thing I would say to you, how do I get better? There's lots of books, lots of tapes, but it's really for me, it's modeling. I learned to model certain people initially and then modify. Model and modify. So I would model people, not copy them, but I would model certain people's styles, one or two different people, and then I'd modify it to fit my own personality. Model

and modify, right? Don't try to create everything on your own and don't try to copy somebody else that's different than you. You gotta be you. So model and modify. The last thing I would tell you is, to the extent that you can transfer this skill to other people will be to the extent that you can scale your business. So it's one thing to be able to persuade yourself and transfer energy. It's an entirely other thing to equip other people around you to do likewise. The best leaders are not just evangelical about their cause, can't just transfer

energy. They have the ability to transfer that skill of transferring energy to other people and then you begin to build your movement whether that's one or two or ten or twenty five thousand or millions and millions of people. Sometimes your clients can be your top evangelizers for you when they use your product. So it's your ability to transfer that skill and you have to do that through repetition. The way to transfer the skill of energy to people is through repetition and role play. Repetition and role play. Far too many people just talk and teach their teams how to do things.

They talk at them rather than work with them. The way you get me to do it is there's no substitute for experience. A hundred hours in the classroom is worth one hour in the field. A hundred hours of teaching is worth one hour of roleplay where we do it together. Getting them on the stage, getting them... when I started speaking, one of the great speakers that he was an older guy, so this is gonna date him, but when I first started speaking, I got on the stage and I would open up for this one speaker and then when I'd come off stage,

he was really older guy, but he'd say, what was it like to play on stage with Elvis? Meaning he was the Elvis right? But I got to know what it was like to be on the same stage with the Elvis of speaking at that time and in business too often we just talk at people and don't let them get on stage with you Elvis. There's not enough role play, there's not enough engagement and so it's repetition over and over. Repetition is the mother of learning, repetition is the mother of skill, it's the mother of owning it over and over and over and over again until it becomes reflexive because when the words and the message and the energy becomes reflexive then

when you're under pressure, when you're stressed, when you're down, when the clients objecting, you reflexively respond with your habit but if you don't have that habit that reflex you begin to respond with your habit. But if you don't have that habit, that reflex, uh, uh, uh, you begin to respond and lose energy. And so the reason repetition matters is it allows your responses to be reflexive under pressure. And then the second thing is role play. There's no substitute for that experience

of being on stage with Elvis. I say it, you say it. I say it, you say it. And it's not just the words, it's the feeling. It's the transfer of energy. The number one skill of entrepreneurs and leaders of entrepreneurs is the ability to persuade and hope these were some of the tips that you should be conscious of, of becoming world-class at it. Knowing you'll never be world-class at it. Knowing we can always get better, we can

always stretch, we can always grow and improve our skills in multiple areas. So I get asked all the time, how did I get so much attention on social media, in my businesses, email lists, etc. I can tell you straight up, it's been constant contact. If you don't know who constant contact is, you need to know about these guys. Constant contact's award-winning marketing platform has helped millions of small businesses, mine being one of them, stand out, stay on top of mine and see big results fast. They've got an easy way to promote your business with powerful tools like email, SMS marketing, social media posting, and they even do events management, what

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Produce is carefully selected and checked for freshness. And if it's not fresh, it's free. Yes, you heard that right. From the crispest lettuce to the juiciest apples, Loblaws is committed to fresh. So you get the best fruits and veggies. Look for new value programs when you shop at Loblaws, in-store and online. Conditions may apply. See in-store for details. What happened? Like, what's gone on with you the last seven years

that's caused this stuff to explode like this? By the way, Real AF, the top podcast in the world. I mean, the MFCO project before that, which may or may not resurface. Yeah, oh it is, it's coming back. I know, but I didn't know they knew, right? It's coming back. It's coming back.

So like what's been some of the keys to you doing what you've done the last, say, seven, eight years? What's happened? First of all, I'm surrounded by killers, dude. Like that's the thing we got to understand. You know what I'm saying? I've got tremendously successful, smart, intelligent people around me in every direction

So my brother who is the CEO first form now? My executive team the people who show up there every day. These are incredible people and They do they do the rowing of the boat right and The truth is what happened was, is everybody developed, everybody leveled up, everybody got better. And I don't think there's anything magical about it. I think it's basically what we talk about

all the time with people, which is executing day in and day out, day in and day out for years. And as things, the more days you execute, the more they compound and they compound and compound and compound and eventually the growth goes from gradual to steep. And I think over the course of our business life,

if you own a company, you go through many of these phases where you go very slight growth or even flat for a while and then you go up and then you go very slight growth and then you go up and then you go very slight growth and then you go up and you know when people think of Entrepreneurship or growing a brand or business a lot of times they think it's just a straight line or it's just Straight up and and dude as we know just kind of like the meme You know, it's like this. Yep, and uh, and I think we just

You know I think we figured out a lot of things on how to really get good at what we do. And really what it comes down to is great people doing great things to help people with what they're coming to our business for, which is, in my case, they wanna get more fit, they wanna get mentally better, and you know, with our affiliate program,

they wanna make some money. So we do a good job at all three of those things, serving the need of the customer in an obsessive way. The thing I think of the most of with you is culture. You're a culture builder and that culture's allowed it to grow exponentially even without you driving it all the time. But you've been the driver, you're giving it to Sal

and you're right in your businesses, but the truth is like the brand has been you, the driver's been you. I think one of the Sal and you're right in your businesses, but the truth is like the brand has been you, the driver has been you. I think one of the things that you talk about better than anybody is like, because of social media and most of the BS that's out there is I think people underestimate, if we're just gonna have a real conversation,

me and you about what do we talk about behind the scenes? Because that's what I get asked, what do you and Andy talk about behind the scenes? Here's the truth. We don't talk usually when things are going great. We talk when things are not going great. And I think if we're gonna have a real conversation that helps entrepreneurs or just humans today,

we need to let them into our lives, like the real lives. I'm sitting in a room right now that's just a mind blowing room. There's 30 cars in here. Collective value of these cars is what in this room roughly probably. Around, between 30 and 40 million. 30, 40 million dollars of cars plus the building,

the house that's attached to this, a former president of the United States lived in, grant. Like it's crazy, right? It's way harder than people think. It's way harder. It's way more debilitating to be an entrepreneur, mentally taxing, emotionally taxing. I sent you a video a few weeks ago

of a very successful guy who got asked in the interview, hey, if you had to do it all over again as an entrepreneur, would you do it? And he, or what would you advise? Would you give yourself? And he says, I don't think I would do it. And we both went, I don't know that I would either. If we're being really real, talk about that just from your perspective, how the real stuff of being an entrepreneur, mentally, emotionally and physically, the toll that it takes on somebody, not the pretty stuff that they see.

Everyone's in Turks and Caicos. Everyone's tan and partying in nightclubs. But the real stuff of building something great. How hard is it on all those aspects? I think it's harder than anybody could possibly imagine that hasn't done it. And this is why I get so frustrated with the current state of the environment of entrepreneurship

on the internet. Because we have a lot of people who haven't really built anything. They've maybe built a little cash flow, but not any asset or not a real company. And they tell everybody that entrepreneurship is for everybody. And unfortunately, entrepreneurship isn't for everybody.

It's statistically only for seven to 8% of the people and only 1% of those people actually ever become millionaires and When we statistically break that down and we look at the way it's marketed it bothers me a lot because I think a lot Of people get sucked in who would be tremendous entrepreneurs tremendous contributors What's an entrepreneur somebody who is a part of a brand who takes ownership of the brand? who operates at a high level and cares, and helps to build whatever it is that's being built.

So they work inside a company. Yes. OK. Yeah. And I'm blessed to have just unlimited amounts of those kinds of people. And I think when we talk about the mental toll, and this actually leads into why the book was written,

and why 75 Heart was created. A lot of people are confused. They think I'm out here trying to be David Goggins. The fuck I am, I'm trying to survive. That takes a certain level of toughness, and as you know, contrary to what a lot of people think, I struggle a lot. I have real struggles.

I struggle mentally. There's a lot of pressure. It's a I struggle mentally. There's a lot of pressure. It's a lot of pain. It's a lot of frustration. And it's extremely difficult. And I feel an obligation to be honest about that with people because I feel like because everybody looks at it on the internet as it's like it's such an easy thing

for everybody to do, what happens is, is that a lot of young people get sucked in and then they can't get it done or they can't win with what they're being told. And because they're being told a false reality of it, they have a false expectation. And so when they get in and they're like, holy shit, this is actually really hard,

they blame themselves, they think it's them. And I see this every day, I see this in my DMs, I talk to people and they, you know. So I just feel like it's better to be honest with people about how hard it really is and what it really takes so that you can prepare yourself for the journey. And I think that's the proper way to present entrepreneurship,

which is why I'm so big on mental toughness. Because as entrepreneurs, you know, we are actively choosing to walk the unbeaten path right like we are actively choosing to do a life that most of our friends most of our family most people are never gonna understand and they're gonna attack you for it they're gonna say oh you know why why why do you why do you think you're too good for everybody? What more do you need?

Like, you know, remember where you came from. Are you still messing, like, the amount of negativity that comes with doing things outside the norm of society as an entrepreneur is so fucking hard to deal with that you have to be prepared to deal with it. And then not only deal with it, but also learn how to leverage it. And, you know, the truth of the matter is, man,

and I talk with Emily about this all the time, and I talk with you about this all the time, it's hard as shit. And it beats the shit out of me. And like, dude, at 25 years in business, first form's only 14 years old, but I've been in the same line of business for 25 years with Sublin Superstores. I feel like an old man sometimes. First forms only 14 years old, but I've been in the same line of business for 25 years with something super stores

I feel like an old man sometimes me too. You know what I'm saying? Like I feel I feel like and then when I do the math how many hours I've worked I've worked a full lifetime many lifetimes. Yeah already many so so it's you know, I get a little frustrated Actually, I get highly frustrated with the way that it's presented in real life. You know, there's a lot of fake And it really doesn't bother me From an aspect of people are cheating people are gonna cheat in everything that they do That's the nature of human beings But what bothers me is the good people who are honest that want to build something that gets sucked in and then you know

What I think about is like how many good ideas how many good businesses how many cures how many good solutions are lost? Because the expectation of the because the expectation of the path. Yeah, the expectation of the path is painted to be something that it isn't and people who would otherwise succeed if they just knew what to prepare for quit. And then us as human beings in business lose out on a lot of good things.

Yeah, we're cheated out of their greatness because they've been presented a picture. Brother, you're exactly right. The value of what you're talking about is immeasurable for everybody listening to this, because being an entrepreneur is so difficult mentally, physically, emotionally. By the way, I think it's worth it. Yeah. But and sometimes I wonder whether it is.

I do, too. So, I mean, I really do. And but but I think this is the real talk, because when an entrepreneur begins to experience these things, they're like, well, this isn't what I see. I must be doing it wrong or I'm not cut out for this or my business doesn't work because I'm feeling all these things. And we're one of the few two people, maybe the only two.

There's probably somebody else that's like, actually, if you're experiencing all of this heat setbacks, financial catastrophes, financial catastrophes, emotional catastrophes, people stealing from you, suing you like they shouldn't, you're probably on the actual right path as an entrepreneur. And all stages are difficult. One thing most people don't see with you because the story becomes dated because you're so successful now is I want you just to tell the audience because they may not realize

this because yeah, we're in here with you know, I don't know you have hundreds of millions of assets now you built a company that's a billion dollar plus brand and Even at this stage, it's not roses and bubblegum most of the time but the first decade for you harder now Really? It's harder now than it was in the beginning It's harder than when you were living in the back of a supplement superstore. No, no question Okay, tell them about that and then tell me why it's harder now. Well, that's how we started.

You know, we start Chris and I started in 1999 with so good with $12,000 from painting the stripes on parking lots. We had a buddy who had a striping company who was gracious enough to give us a job. And at that time, it paid very well for a couple of young kids. Right. We were making like 20 bucks an hour, which back then was like making like 100 bucks an hour. So we were able to save a little money and start this business.

And the first store, we bought the shelves at home, we literally bought the shelves at Home Depot. We built the counter out of particle board from Home Depot and like metal roofing and shit. Like our friends and family helped build it and that's how we started. Our first day we sold seven bucks our first inventory order was ten thousand dollars that we financed on credit cards Which we got totally screwed on I thought we were getting a good deal. That was my first business lesson, you know and

Dude, like we just started and you slept in the store Yeah for on and off for the first three years slept in the business What you make the first five years? The first two first three years. I made nothing like we didn't make anything and this is the other thing We both worked other places to kind of keep the business open Stay on that. Yeah before we move off. I think that's another thing entrepreneurs need to hear So did I I stock shelves at night the first two years I don't think enough entrepreneurs are hearing you may need to have a job outside of your business to stay in business.

Well, you know how like the young guys now they talk about side hustles, right? Yes. Like so. So like for me, the side hustle was the store, right? If you were if you were if you're today in today's language, right? You would say the side hustle was the store, my main deal was doing these other jobs, and then I took the money there, Chris took the money there, and we kept reinvesting in the store. And, you know, the first time I got paid was three years in. I got paid $695 a month, and then for seven years, that's all we made, $695 a month. So for the first 10 years I was in business, now remember, this is a different era, no social media,

no way to get your word out. None of that. Um, the first, the first 10 years I made $58,380 combined for 10 years, not a year total. And by the way, the reason that matters and the other thing you said matters, just, I love how our brains think similarly. I think for a real entrepreneur, that's still a three to six year window. It may not be a decade if you're doing things right, but you're going to go through two, three, four, five, six potential years of no profit potentially in order to build something

that is profitable for a while and it's not get rich quick. In fact, if you got rich quick, I see these guys getting rich in two or three years. I'm like, that's someone who won't be rich in a decade. Correct, because you don't learn the lessons along the way. If, you know, the delayed gratification and the beating that you take when you first start something is actually necessary because that's where you learn most of your skills.

Most of the things that we teach these guys that you talk about in your show, that I talk about on my show, and that we teach in Arate, are to whoever would come ask us. Those are things we learned in the beginning. Those are things we learned when it was really hard How's that harder now that someone's looking at you? They're like dude you slept in the back of a supplement superstore for a few years

you made 58 grand the first decade and then First form starts to grow you become a brand MFC that part was fun, MFC. Now that part was fun. That part felt easy. The part where everybody's kinda seen me in my life, that part felt easy. When I say it's getting harder now,

the reason it's harder, a couple reasons it's harder now. One, we're entering a phase of quote unquote big business. It's no longer 10 of us in a room or 20 of us or even 50 of us and we can say, all right guys, this is what we gotta do and everybody goes and does it. Now we have to coordinate a massive amount of people to go execute, right?

And as you know, coordinating a massive amount of people to execute is very difficult. And so there's that, that part is very difficult. The other part is, you know, when you get to this level of business, for me, it's almost like you're starting over because you don't know any of that shit. Like you don't know, I don't know, I do now, but I didn't know the financial lingo.

I didn't know how to, and the reality is to get to that next level, that big business level, you have to create partnerships and you have to work with to that next level, that big business level, you have to create partnerships and you have to work with people because there's like we talked about when we did my show, you know, the 20 year room, right? Yeah. There's you have to start playing ball with the bigger players. Otherwise they keep you out of the game because these people own the market at the top of the game. So it's just, it's just different, dude. And isn't it also the pressure of having dude, the responsibility of having to get to you? Yeah. It's the, the dude. Isn't it also the pressure of having the responsibility?

That's what I was gonna get to. It's the amount of these guys who are all sitting in the room with us. I love these f***ing guys. Those people at HQ, I f***ing love those people. And knowing that you're responsible and that they've invested in their lives into my project that we've started so long ago,

our project, is a tremendous amount of weight to bear. You know what I'm saying? These people have families, they have kids, they have people to provide for, and if we don't, if I make the wrong call, or we make the wrong move, or we do something wrong, there's consequences that are outside of us. Exactly.

And that's a lot, I think also as you get older, that becomes more of the forefront. Like dude, you know, when you start getting to be able to take care of yourself, and you're not starving anymore, and you get to the point where you can do some cool shit like both of us have been able to do, you start to like look around and you're like, well, fuck man, all these people, they gotta win too.

You know what I'm saying? I'm gonna tell you something about you, okay? That's the thing I'm most proud of you, is that, right there, is that, no, no, no, wait, let me just say it. It's real. Because people see a side of you that's like this just crazy intense, he's pissed about what's going on on social media,

he's pissed about what's going on in culture, they don't understand the nature of where it comes from. And I'm one of the few people that can give people context very few Entrepreneurs they don't care they get to a point. I'm just gonna be in real they build their company up Then they just decided to exit who cares what happens to everybody else and you have this thing about you Which is probably why you've been successful. You're really hard on people You're a hard dude to be around. You're a hard dude to be in business with I'm in business with you You're a hard dude to be friends with you are yeah But by the way, you're also if my car broke down in the middle of the night

I just said this is somebody yesterday about you that whole analogy. I know for sure who I would call Yeah, I know be you yeah, and and so you're also a great friend to have but you're hard because you set incredibly high standards yeah, right and you care deeply and And so you're also a great friend to have, but you're hard because you set incredibly high standards. And you care deeply. And the thing I admire most about you, I just wanna say this to you, is that the challenge is, if you're one of those people and you're nodding, you're like, I care about people too,

you're in for a difficult ride once your business gets big too. Because now you've got your customers you care deeply about, you've got the people that work with you you care deeply about, you've got society you care deeply about. You've got the people that work with you care deeply about. You've got society you care deeply about. And this stuff wears on people.

And it's the thing about you that I admire the most. It wears on you. I think it's almost like any great leader has that, right? But I want people to know that about you. The other thing that I want you to, I'm gonna ask you this in real time and I want you to answer it honestly. For me, my greatest strengths are my greatest weaknesses. When I harness them,

they're great. They've also been the things that have hurt me the most in my life. And then for me, I would say one of my great strengths is my intensity level. I run real hot. I thought I ran the hottest of anybody I've ever met until I met you. And then there's I don't know, maybe I handle it differently than you. I think I've been good for you. You're you're you've gone through that maturity process I haven't know. Maybe I handle it differently than you. I think I've been good for you. You're you're you've gone through that maturity process. I haven't gone through yet. Yeah, but I see you doing it. Yeah. But talk about that for a minute.

You're you're one of your great gifts. It's not people don't know. It's actually your brilliance and your marketing mind and your branding, which we'll talk about in a minute. But from an emotional personality trait, you you got to run hot. Michael Jordan, Tom Brady, Andy Fercella, whoever. Myself at my level, whoever it is, Alon Musk. You cut open these humans. They're a little bit crazy, right?

And if you're a little bit crazy, I like you. But for you, I want you to be, probably no one's ever asked you this before on camera. That is one of your great strengths It is also one of the things that Is hard for you in your life too, right? Like this the truth like so how do you? Feel about that sincerely like do sometimes you wish you could just lose it

Sometimes you just go I want to throw my hands up man. I like I don't want to care anymore I don't or if you have accepted like, I'm going to be crazy and you're going to see me at 65 years old and I'm still going to be nuts because I mean, you look at these guys that are who are you like politically? It doesn't matter. There's like 70, 80 year old dudes trying to run the world still. Right. Like there's just some people that are just wired for crazy.

Yeah. And maybe they just need to accept that's who they are. And I ask you that because there's a lot of people listening to this because in their family, they're the crazy one. Yeah. Their version of it in their family, they're the unreasonable one, they're the crazy one. They may not yell and scream like you do,

but in their family, they're like, everyone's like, what is wrong with you? Yeah. Right? And maybe there is something slightly unhealthy about it. Right or wrong? I had an interesting conversation with Zoltan, who's from Five Finger Death Punch.

He's a brilliant man. I told you about this. Yes. And he was sitting exactly where you're sitting. We were talking. And he brought up, we were talking about some of the issues I have with running hot. Because he runs hot.

But he's very calm. And, you know, one of the things that have with running hot, because he runs hot, but he's very calm. And, you know, one of the things that I've been working on is trying to accept that as reality. Because when you look around, when you're wired that way and you're wired for winning, which is the truth, I hate f***ing losing, dude. I hate not being competitive. I hate being bad at s***.

And it's not about winning. To me, it's about I f***ing hate losing. And I would say that the fact, the combination of me being wired with hating losing and me being as tense as I am is the reason for the success, 100% personally. But it's also the reason for a lot of failed friendships. It's also the reason for, maybe when I was younger, I would deal with people the wrong way and actually hurt them.

So there's some regret that comes with that. And there's also a lot of self-analyzation that comes with that, that basically, you know, you look around at everybody else, man, and you see, especially right now with victim culture, right, like you see all these people getting attention off of the things that have gone wrong in their lives. And I don't talk about those things that have happened to me.

I don't talk about the bad things in my life. Like we've all had bad things. I'm looking at one, there's a scar on the left side of his face. He was stabbed. Yeah. And there's people don't know that. Yeah. Yeah. And uh, I think the, the underlying truth is that yeah, it creates a lot of wins, but it creates a lot of difficulty too. And a lot of mental anguish because you're not like everybody else. You know,

when you're, when you're built different than everybody else and you have this desire for more and this desire for achievement and this desire to win, everybody else looks at you like you're like your **** and they'll tell you that too you know what the **** is wrong with you like why can't you just relax why can't you just do this why can't because I'm just not built that way man and as I've gotten a little bit older, I've gotten better at accepting it. And sort of embracing the fact that this provides a lot of good,

but there's a lot of things that you have to deal with that come that aren't so good. It is interesting, because sometimes when I'm with you, I'm like, I wish I could get them to wind down a little bit. And then there's this other part of me, brother, that I'm like, I wish I could get them to wind down a little bit. Yeah. And then there's this other part of me, brother, that I'm like, I have friends that are different than me politically. Like you and I don't agree on everything politically

or socially or the personalities. I have other friends that are. I mean, that's OK, bro, because you can be wrong once in a while. Well, I appreciate that. Thank you. But I wouldn't. I don't think. I think unreasonable people change the world.

Yeah, they do. And I like that there are unreasonable people no matter what form that takes. Yeah. And the unreasonable people change families. Unreasonable people are the one. Yeah. And so however that manifests itself for you in your life, if you're listening to this, I think weird equals rich and normal equals poor.

And I don't mean that just financially. I mean in life, like bro, you're a damn roller coaster. You're a roller coaster. And you know what? The ride is worth it because life would be boring without you. And the world will be boring without unreasonable. What would the world be like without Steve jobs? What would the world have been like without Henry Ford? What would the world have been like without some of the great leaders we've had,

geopolitically around the planet? The great entrepreneurs advance culture, and they change families. And so if you're listening to this, stay unreasonable, but have some grasp. What I think you've had happen the last three or four years, and I take credit for this, some of it,

is you become a much more self-aware person. Yeah, for sure. And I think self-awareness. That's a fair comment too. Like you should take some credit for that, like real talk. Cause being around you, like you're one of the only people that when I do get upset, you help me work through it as opposed to just reacting and that's something that I I truly appreciate Thank you, bro

You know like the the one thing I could say about the people that are around me is that they have a lot of race Yeah, you know they also have a lot of gratitude Andy. Yeah, and that's important. Look There's certain people in the world that just shake things up all the time and they're hard to be around and they win championships. Yeah. OK, that's what Belichick does. That's what Phil Jackson did. That's what great leaders do. You saw Jordan talk about it in his documentary.

Perfect. I mean, he was crying about it. Perfect. Because like he's out here on the court demanding the best of all his teammates and they hated him for it. That's right. And that bothers him. Yeah. Now, you know, it bothers him. And by the way, some of them to this day still don't get it. But you know what they got from being around him? Rings, championships, wealth, notoriety, which is now their whole identity.

Correct. Yeah, that's right. Do you you say something that I love and it goes to seventy five heart. You've then created things in your life, though, to give you some mental peace and fitness. So not only is it developmental toughness for you, but like we'll put it up on the screen right now, if you're watching YouTube and if you're not, I'll describe it.

What did you weigh at your heaviest? Well, I don't know, but the heaviest I ever saw on the scale was 350. 350. So probably a little bit heavier than that. That was once I got the courage to get on the scale. OK, so you had been heavier than that. And now, just so you all know, like this is a 245, something

like that. Yeah, 250. And he's a big dude, and he's shredded, and he's in great shape. So you've not only just changed your brand, you've become wealthy, you've built multiple big brands, and you've changed your body. And so you have created a catalyst for've changed your body. Okay. And so you've been, you've,

you have created a catalyst for change in your life. How is it 75 hard? Is it doing hard things? Is it cold plunges? Like what's the stuff? Is it all of that crap? Like what has changed you? Cause here's the other thing about you.

I'm just going to say, I'm watching your face. You never spend any time taking any credit for it. You do not allow yourself, even as we sit here, to look around here, and where we're sitting is the most impressive room I've ever sat in in my life. And you've done some remarkable things in your life. My frustration for you as your friend is, I wish you'd enjoy it more.

Same time, success leaves clues. Frustration for you as your friend is I wish you'd enjoy it more same time Same time success leaves clues Very few humans have changed their body their finances their brand and their businesses to the extent you have the last decade on the planet Listen to me on the planet. Okay, and by the way also even though Also the way that you treat people is you've always been kind behind the scenes. You're great with people, bro. Off camera, you literally said to him, I heard you, I want everyone to hear this

and then I want you to answer the question. We were lighting up these really good cigars and he asked about them and then you handed him a cigar. This is someone that works with you that is behind the scenes on the camera. And I heard this just so you know, and you literally, cause people that see you screaming on TV all the time, okay?

And you literally said to him, hey bro, anything you ever want or need, just ask me and I'll give it to you. Yeah. You just said that off the camera to this guy, just so people know. So give yourself a little bit more grace and credit, okay? You said something in your recent interview with Alex Hormozzi.

I want to read you the quote here. You said, I don't play checkers in business. I'm playing chess. I've already got things happening that set up the next several moves. So my question is, how often do you see people doing what you stated there, versus taking a path that's a shortcut, not playing the long game, right? And the reason that I ask is I love social media

and the other side of me is not so much of a fan of social media because of, I believe it has pushed people to build for comparison instead of playing the long game and reaching their own potential and leaving the legacy that they should. I feel like they're they're more motivated by the comparison of social media as opposed to playing chess. By the way, you ask such great questions. Every single question. Yeah, social media has contributed to the worst thing an entrepreneur can participate in, which is a media gratification.

That's what social media makes you do. I got to do it now. I got to go on the vacation now. I got to buy the house now. I got to piss through the money I'm making now. And so it contributes to a media gratification. Great entrepreneurs by and large resist the temptation to do things that gratify them immediately.

They play long game instead of short game. And most of the coaches, if I'm, I don't want to say this negatively because I don't like when people get on other people in the industry, but most of the coaches that are out there don't know what they're doing and they're teaching you how to play checkers. And that's a real dangerous thing because the people that win long term are playing chess. They're playing the long game. That doesn't mean they don't take wins short term, but they're not thinking. And by the way, when the economy constricts, okay,

like it's starting to a little bit, supply chain issues start happening, rates go back up, you know, all these things, the temptation is to play the short game. That's the temptation. The temptation is to preserve, hold onto. And I gotta tell you that it's why most people get wiped out in bad economies and why the few that rise up during when the economy gets rough end up collecting land.

When things get like this, you're grabbing market share. You may not be as profitable, maybe you will be more profitable. But what you're doing is you're gathering market share. Mauricio Jemansky was on my show. He's a big time realtor, owns the agency. And he goes, I don't know over the next two or three years if I want to make more money or not. I might, I might not, but I can tell you this.

I'm gathering market share right now. That told me immediately, this is someone who's playing the long game. They understand it. And the truth of the matter is, is there's a combination of different circumstances happening. My daughter and I were talking last night.

She came back and she ended up coming back late last night from Clemson. We're going to have dinner when I'm done here today. And we were talking about business. I said, you know, Bellaboo, one of the things that keeps coming out on my show, I have a lot of longevity experts. I was just in Costa Rica last week doing stem cell infusions. And I said, Bellaboo, I said, you know, you're 20 years old. I said, you know, you're probably going to live to 120,

maybe 150. I've had many experts on my show over the last eight to 10 weeks alone that are starting to really believe that if you can live another 20 or 30 years, you're probably going to get another 20 or 30 years with the way cancer treatments and genetic reprogramming is going and what we now know about stem cells

and what we know about anti-aging and the creation of new blood vessels, blah, blah, blah, blah, blah. And I said, so, Belle Abou, you're going to be in business a long time. See, when daddy's dad was in business, my dad was an employee, but had he had a business, my dad was going to be done working at 65. My dad retired at 65 years old. He didn't retire with any money because he had a son that was rich, but he retired at 65. I said, Bella, you'll be barely hitting your prime at 65 as an entrepreneur, as a business person. You're going to live a long time. Now that means a few things. Number one, you're going to have a business for a long time. Number two, you're going to need

a lot of money to live that long and maintain your lifestyle. Way more money than right now retirement ages 65 or 70 average person dies around 80 and most people are retiring with nowhere near enough money to live comfortably into that age 80. What happens when it's age 130? And that may sound outrageous. That is not outrageous. Like there are going to be people that are currently alive that are going to live to 120 and 140 and 150 years old. That's a fact. You would have a lot of money. So how out of your mind silly are you to do things short-term right now so you have a good December of 2023? You're going to look back in 30 years and go, what in the war? My vision was so small, so in front of me, I was playing checkers. Chess is mandatory now, how long you're going to be in business, how much money you're going

to need to save to stay in business and all the things that you're going to need to be equipped to change as the industries evolve and technology changes. So you got to play the long game because you're going to live a long time. Amen, dude. I couldn't agree more that it is hard, man, in this world of social media to restrict yourself from that. You know, there's that temptation in front of us every day, man. I wonder why, by the way, can I say one thing to you? Like, why are you building your business? Is it just to produce money? Like a lot of people too, like lately, are like, I'm just busy building a business to exit it. That's a terrible reason to start a business is to try to exit.

You will do everything wrong, trying to build a business to sell it. Right. If you'll do all the opposite, you'll juice profitability short term, right? You'll make a commitment. You can't. So to me, let me say a couple of things about this. I've never said this in an interview. I love business. I want to build business because it's a way to build wealth. But for me, business is also a form of

expression. It's an art form. It's a legacy. It's a statement as to who I am as a man to some extent is reflected in this business that I build. And so, out of the step angle, why do I do what I do? Is it just to make a buck? And that's okay. You can do okay with that. But do you think Elon Musk right now, if you think he's a pretty good entrepreneur, do you think he's doing it to make a buck?

Or has he got some legacy play? You think he's playing pretty good entrepreneur? Do you think he's doing it to make a buck? Or is he got some legacy play? Is he, you think he's playing checkers? You think Jeff Bezos is playing checkers? You think my friend, Tim Cook, who runs Apple, you think he's playing checkers? Are you crazy? Because it's not just about money. It's a form of expression. It's an art form. It's a way of making a statement about who you are as a person. It's a way of making the world better, of contributing. And I think success is your responsibility. I think if you don't like the way the world is going right now, there's one group of people who are going to change it, and it's entrepreneurs. Entrepreneurs change things culturally. They do. They run stuff. And if enough entrepreneurs get together and say, no, these are the things we stand for, for freedom, for faith, for capitalism,

for whatever those things are that you stand for, for a form of expression, for opportunity, for creativity, for building something beautiful and magnificent, for doing good work, for doing something you're proud of, for being the best at something, for taking pride in a day's work and a job well done, for treating people well and rewarding people well and keeping your word and keeping your time commitment. Man, then business becomes something you can't cheat the game. You can't cheat the game. You got to be somebody who's committed to doing something great with your life and business is your sport. Like I'm not a great golfer anymore. It's a pretty good golfer. I played baseball. It's pretty good.

Not good enough to play in the big leagues. This is my sport. This is my hobby. This is where I make a statement as to who I am as a man. It's through my business. Not the only place, but then I can also live my values out in my business as well. So this is a I'm going gonna spend the majority of my life on this stuff, the majority of my day. Why would I not think it's a big deal to play the long game? Long answer to a great question.

["Spring Day"]