0:00

I think that most things are actually significantly easier

0:02

than people think they are. They just don't know

0:04

how to try hard because the

0:06

harder that you try, the easier it gets. And

0:09

so it's like, if you can just learn to love

0:11

what trying hard feels like, then all of a sudden

0:13

it becomes unreasonable that you can't win. Welcome

0:19

to the game where we talk about how to get more

0:21

customers, how to make more per customer and how to keep

0:23

them longer and the many failures and lessons we have learned

0:25

along the way. I hope you enjoy and subscribe. Whenever

0:31

I wanted to try and get myself back into the

0:33

present, I used to have brain fog a lot in

0:35

my twenties. Oh really? And maybe

0:37

not brain fog, maybe just the clarity of my thoughts now

0:39

is so much better than it used to be. I don't

0:41

fucking know. You're morning for decay. Maybe it was just the

0:43

drugs. I don't know.

0:45

But one of the things I used to have this,

0:48

I still have this BMW sat on my drive with

0:50

a perforated steering wheel. And I remember

0:53

that if I ran my thumbs across the steering

0:55

wheel and I really felt the perforation, really

0:57

felt it, or I'd do it with a leaf.

0:59

I'd pick a leaf up. And I'd really feel

1:02

the sensation of the leaf. I

1:04

couldn't think about anything else. You can only have

1:06

one thought at one time. You cannot think two

1:08

things, right? You have a supercomputer inside of your

1:10

head and it's got one megabyte of RAM. Yeah.

1:13

So just think the one thought, okay, so

1:15

this next one, me and you

1:18

text each other pretty frequently about we've seen

1:20

this cool thing and someone's repurposed like one of the things

1:22

that we've done, which is cool. And it makes me feel

1:24

good that things that we've said or that you've said largely,

1:27

get repurposed. This

1:29

is something that hadn't happened before, which is you misquoted

1:31

me, but

1:34

improved the quote. So

1:36

this was like the human centipede

1:38

of content creation. And then I

1:40

named it. So this is

1:42

Fame's seesaw. When you're on

1:44

your way up, everyone roots for you because you remind them

1:46

of their dreams. When you're at the top, everyone

1:49

tears you down because you remind them that they gave

1:51

up on them. And you have

1:53

one, which is for anyone who needs

1:55

a reminder, no one is going

1:58

to hate on you for doing worse than that. them.

2:01

And this is interesting because kind

2:03

of like the challenges you face in

2:07

the beginning, you don't have anything to

2:09

say no to, therefore the woman in the red dress is easy to

2:11

say no to or there are fewer women. This

2:15

is a challenge that nobody is going to give

2:17

you any sympathy for.

2:20

It's a very unique category of challenge because

2:23

the total addressable market for sympathy is basically

2:25

zero because almost

2:27

everybody is on their way up and

2:29

very few people are at the top and the people

2:32

that are at the top are seen as having a

2:34

degree of privilege that almost legitimates you twisting the knife

2:36

or you poking the finger. This is how public

2:39

figures can have normal

2:42

everyday people on Twitter say unspeakable,

2:44

heinous things to them, dehumanizing

2:47

things because they do not

2:49

see them as human. They don't see

2:51

them as a person. There is no

2:53

person on the other side of this.

2:55

They're a representation, they're a menagerie of

2:57

ideas. Therefore I can say

2:59

whatever I want to them because they're not really a person, but

3:02

they are. And the

3:05

fact that before

3:09

there is any status associated with

3:11

tearing you down, no

3:13

one is incentivized to tear you down and

3:16

you haven't changed, fuck dude. The Louis

3:18

Capaldi documentary, I've watched this twice now.

3:20

No Louis Capaldi is the singer, Scottish

3:23

singer, amazing dude, really

3:25

fascinating story, suffering a lot with

3:27

mental health. Makes this first

3:29

album and billions of streams, world

3:31

tour, phenomenal. And he's playing songs

3:34

that he wrote in 2017 and

3:36

played in working men's pubs around Scotland.

3:39

The same songs go to number one.

3:41

So not just that he's become better,

3:43

he's the same guy. The

3:45

same guy. Maybe his production's improved, maybe

3:47

his recording quality's improved, he's got better mastering and

3:49

his voice coaching's gone a bit better. But he's

3:51

largely the same person. He

3:53

hasn't changed. And he has

3:56

this quote halfway through and it really spoke to

3:58

me and he said, same doesn't change. It

4:01

just changes everybody around you. And

4:05

that's when

4:07

you're on your way up, everyone roots for you because you

4:09

remind them of their dreams. When you're at

4:11

the top, everyone tears you down because you remind them that they gave up on

4:13

them. That really, yeah, that

4:15

spoke to me. I wrote an essay on

4:17

this because I'm a... Psychopath?

4:20

Yeah. Yup. When

4:22

I was a gym owner. So a lot of people

4:24

don't know this, but I got a writing scholarship

4:26

in college. Like I was a vice president of

4:28

the newspaper, I was editor of

4:30

the Creative Writing Magazine. So I've been writing for

4:32

a long time, I enjoy writing. And

4:36

I wrote this essay, I said, I think the

4:38

title of it was, Everyone

4:40

Believes in the American Dream Until Comes True. And

4:44

I remember because what had happened was, everybody when

4:46

I was sleeping on the gym floor, right? Like

4:49

I was the underdog and everyone, my clients were

4:51

all like, oh, good for you, you're going after

4:53

your dream. And I had my blanket and my

4:55

pillow in the corner of the gym and they

4:57

knew I was sleeping there and it was evident.

5:00

I lived there. I didn't have a shower. I

5:02

didn't have a shower. I didn't have a shower. I had to go to

5:05

the YMCA to get a shower. And

5:07

everybody was like pro me and then people would come

5:09

in, they sign up like, I'm going to support you,

5:11

right? And then within nine

5:13

months, I had hired people and I had a

5:15

manager and I pulled up and I

5:17

remember I walked in the lobby and

5:20

all the same people were

5:22

like, ah, boss man's here. Well, you're not

5:24

too good for us now, right? And

5:27

I remember being so jarred by the experience

5:30

and I was like, you

5:32

guys rooted for me. And

5:34

I was like, and now I did what

5:37

you said you were rooting for me to do. And

5:40

that was when I realized that people want you to do well,

5:42

but not better than them. And

5:45

I was like,

5:47

I had gone from underdog to the man. And

5:49

I was like, when does that happen? And

5:52

the litmus test of when it happens is it depends on who the

5:54

person is. Because for the person who

5:56

was working at my gym, who was a janitor

5:58

or a cleaner, it really quick.

6:00

For the people who were more

6:02

successful, it took longer. And

6:05

then the only people at the end who would

6:07

still refer me were the business owners who were doing way better

6:09

than me, who were still members of my gym. And

6:12

so that was a really interesting experience that

6:14

happened when I was 23. And that was

6:17

the first time I went from underdog to the

6:19

person that someone would want to attack. But

6:22

I had a performance coach

6:24

tell me this. He said,

6:26

hatred isn't something

6:29

you avoid. He said, it is

6:31

a requisite for success. He

6:34

said, if you get no hate, you are not

6:36

successful. And for

6:38

some reason, that just really stuck with me. Because then

6:40

it just, rather than it being this thing that I

6:42

was trying to avoid, it actually became a leading indicator

6:44

or an indicator that I was on the right path

6:47

in achieving things. And so I

6:49

think that's why, I mean, I don't

6:51

want to toot horns or anything. But

6:54

in terms of like, my ability

6:56

to deal with the naysayers and things like that,

6:58

I feel like I'm pretty good at it. Like,

7:00

it doesn't really bug me very much. And

7:03

I think in large part, it was because of

7:05

how it's framed, at least how, you know, in

7:07

this discussion, how it was framed from your early

7:10

on, which is that no one hates

7:12

you from above. And

7:14

even, you know, even when I think back about like the

7:16

bullies and whatnot that you had earlier, like,

7:19

even in middle school, like, there

7:21

were things that I had

7:23

that were going for me that I couldn't recognize, because

7:26

of course, everything that comes easy to you are

7:28

things that they're easy to use. So

7:30

you don't think that they're, you know, new or interesting

7:32

or cool. And but

7:34

like, at the same time, I was like, I'd

7:37

advanced a grade in multiple in multiple subjects,

7:39

I had, you know, straight A's, I worked

7:41

really hard, I was in shape, right? And

7:43

I but I had these people who would

7:45

hate, but I, you know, you

7:47

internalize it. But like, now I can look back

7:49

and be like, it's kind of like the parents

7:52

were like, it's because she's into you, right? No,

7:55

might not be the same that way. But, but

7:57

just thinking about it as an indicator that

8:00

The heat is actually

8:02

the light that you're on the right

8:05

path. We spoke about this

8:07

last time that nothing

8:12

is going to be worthwhile that

8:14

doesn't come with an associated amount

8:16

of discomfort. Therefore,

8:18

when you start

8:20

to feel friends around

8:22

you and the people that you used to be able

8:25

to speak a common language with, start

8:28

to push back and start to

8:30

make the quips of, oh,

8:32

not drinking tonight. Yeah. Oh, you must be too cool

8:34

for us now. I

8:36

know it hurts. I know it hurts. That

8:40

is the lead indicator, not even the lagging indicator.

8:42

That is the lead indicator that you are doing

8:44

the right thing. And

8:46

lots of people listen to this podcast. I get

8:48

messages from people like, hey, man, I'm a 22-year-old

8:50

rugby player from the northwest of the UK. I

8:52

live in Cumbria. None of my

8:55

friends understand me. I want to do personal

8:57

growth. I don't want to live in the UK. And

8:59

when I listen to Modern Wisdom, I feel less alone.

9:01

And it makes me tear up because I'm like, fuck,

9:04

I see me in that person.

9:06

I see me in that. And

9:11

it's so hard to reframe it. The

9:14

pushback you are getting is the

9:16

indicator that you are doing the right thing. It

9:20

is. And if

9:23

you can reframe the

9:25

distaste that you get from other people as

9:28

the same as that. Because

9:31

they're projecting the things that they know they

9:33

should be doing, that you are doing, that

9:35

they're not doing, and you remind them of that.

9:38

And so it's that it's even so even though

9:40

the mountain that you're climbing is actually a smaller

9:42

one than the one that you ultimately want to

9:44

climb, you're actually at the top of their mountain.

9:47

And so they start tearing you down. And so that's where the underdog

9:49

story that we said at the very beginning of this was the quote,

9:51

which is like, on the way up, they root for you. And then

9:53

when you're at the top, they try and tear you down because you

9:56

remind them of the dreams that they couldn't accomplish. And

9:58

so you quitting. drinking or you staying

10:00

in to work on your side hustle or your project or

10:03

the business that you want to launch the podcast, that

10:06

might be, you might be at the top

10:08

of their mountain. And so they are tearing

10:10

you down because now you remind them that

10:12

they haven't done it. And it's purely a

10:14

projection of them onto you and has nothing

10:16

to do with you. And that, I

10:20

hope that that comforts someone because

10:22

what you said, I think is like, if you're

10:24

going through that right now, like, and I promise

10:26

you, every single person who wants to do something

10:29

with their life and has done something with their

10:31

life has gone through the exact chapter that you're

10:33

going through. And it's the lonely chapter. It's the

10:35

chapter where you, you're you don't fit

10:37

in with your own friends, but you don't have the

10:39

outcomes yet to fit into a new group of friends.

10:41

And you're doing this thing, you're consuming content on the

10:43

internet. You're, you're doing these free tutorials online to try

10:45

and figure out how to set up a podcast. And

10:47

what do I host this thing? And then there, and,

10:49

and, and you're going through this and you're like, am

10:51

I, is this even worth it because you have no

10:53

signs of success, right? But if there's anything that you

10:55

can take away from what we're saying right now is

10:58

that the sign of success

11:00

is the hate that you get along the

11:02

way. And what you can't do is bend

11:04

the knee to their hate and fit back

11:06

into the conformity because it's comfortable and it's

11:08

warm because like in the

11:10

matrix, when Trinity opens the door, when, when Nia

11:12

is about to go take the red pill and

11:15

he wants to get out of the car, she

11:17

says, Nia, you've been down that road and you know

11:19

exactly where it leads. And I know that's not where you

11:21

want to be. And

11:23

then he closes the door. Like right now, this

11:26

moment that you're going through is Trinity opening the

11:28

door and being like, you could go back, but

11:31

then you'd have to remember exactly what the reason was that

11:33

you decided not to go out to begin with, just because

11:35

you listen to this podcast and you consume this constantly. Like

11:37

I can fucking do more than this. Like

11:39

because you are starting to live in some of that, how are

11:41

you looking in the mirror and you're like, I can do more.

11:43

And you start to see the person that you could be. And

11:45

you're like, this does start to feel like hell. The

11:48

reason that it's uncomfortable and the

11:51

reason that I do have sympathy

11:53

for the people that see this is

11:56

ignorance in some regards is bliss. As

11:58

soon as you begin to posit an ideal, you

12:01

then begin to compare yourself to that ideal and

12:04

the gap in potential between you and the

12:06

person that you could have been begins

12:08

to get more stuck. And even

12:11

the slightest glimmer of, wow,

12:14

I can read a book

12:16

or follow a course or listen to a

12:18

podcast and then work really, really

12:21

hard on one thing and change

12:23

the thermodynamics of my mind, change the

12:25

texture of my own existence day to

12:27

day because I worked at a thing.

12:30

And now I understand nutrition. I know

12:32

Kung Fu. I

12:34

understand nutrition or I

12:36

understand how to sleep well. Okay,

12:38

as soon as you know that sleep is important and what you

12:40

need to do to do it, every

12:43

single night of bad sleep that you have is on you. Because

12:46

before you had the excuse that you're ignorant and

12:48

guess what? Now you don't. Every

12:52

worthwhile goal is

12:54

worthwhile because it has a cost associated

12:56

with it. And so the

12:59

cost that you're going through is what makes the

13:01

goal worthwhile to begin with. Because if what you

13:04

were setting out to do were

13:06

immediately available to you, then it would mean it

13:08

would be immediately available to everyone, which means it

13:10

wouldn't be worthwhile. So the very fact that it's

13:12

difficult is why it is worth doing. And so

13:14

we can't resent the price tag

13:16

of the shoes that we want to buy.

13:19

We just have to make the decision whether or not we want to pay it.

13:23

There's another real hammer blow. You

13:25

don't get very touchy-feely with

13:28

like, you know, I live in Austin now, so I'm

13:30

like in the psychedelic mecca of the United States. And

13:32

people talk a lot about like trauma

13:36

and improvement and stuff like

13:38

that. Self-love is

13:40

holding yourself to a higher standard than

13:42

anyone else does. That's

13:45

really interesting to me. I

13:50

think it's believing in the 85 year

13:52

old version of you who's exactly who you

13:54

want to be. And then ruthlessly

13:58

looking for the right person to be. looking at

14:00

the discrepancy between the pittance

14:02

of a human that you are now compared to that

14:05

man or that woman, and then

14:07

step by step breaking down the many

14:09

differences and starting on the first one and pulling the

14:11

thread. I

14:13

love the idea that, you

14:16

know, true self-love a lot of the time is

14:19

wrapped in acceptance and

14:22

a degree of belonging. I reject this entirely.

14:24

I just want to throw it out there.

14:27

That doesn't surprise me. The

14:29

idea that self-love is holding

14:31

yourself to a higher standard than anyone else

14:34

does, you

14:36

believing in you more

14:40

than anybody else does, is

14:43

such a first principle's way of looking at

14:45

self-love. Okay, so I'm

14:49

supposed to love myself. I'm

14:52

supposed to support myself and be my biggest

14:54

fan, but

14:56

I don't have the most belief in me

14:58

so I'm

15:01

supposed to have self-love, but I cap my

15:03

own potential. I

15:06

have so many thoughts. So

15:10

right off the bat, even the

15:12

concept of fan was something that if

15:14

I was talking to 2013,

15:17

2012 Alex, I would have rejected that notion. The

15:20

concept of even being a fan of myself was so foreign to me, it

15:22

wouldn't have been real to me. I'll tell you

15:24

what that Alex internalized, which

15:26

was that I didn't

15:28

need to deserve success, but I could still have it

15:31

if I did the things that created success. So it

15:33

felt like a cheat code where I was like, I

15:35

can actually be a shitty person and horrible and suck

15:37

at everything, but if I still work out and I

15:39

still eat this way, I can still look this way

15:41

even though I don't deserve it. It

15:45

actually felt like, for anybody who

15:47

hates themselves, you can hear me, that

15:50

was my first big shade, my first solace, my

15:52

first foothold that I started getting on success was

15:54

that I didn't need to deserve it. I

15:56

could still have it anyways. That was

15:58

very empowering for me. me. The

16:02

other thing that you said about acceptance. So

16:05

there's this big movement around self acceptance

16:08

and I want to say that I

16:10

wholeheartedly reject it. I you

16:14

accept outcomes and you accept circumstances. You accept the

16:16

fact that you were dealt whatever hand you were

16:18

dealt. You accept that you're 5'8". You accept that

16:20

you're black. You accept that you're a woman. That's

16:22

accepting. You trying to rebel against that is you

16:24

trying to fight the universe and the universe is

16:26

going to win every time. But

16:29

in terms of you framing acceptance as

16:31

saying that I

16:33

am comfortable with who I am and I cannot be better

16:36

and I must be satisfied with that is

16:39

the biggest embodiment of

16:41

failure that I can imagine. It's

16:45

almost egotistical to

16:48

say that there's a difference between

16:50

saying I am good enough and I am good.

16:54

So you could say I am good enough for my current state based

16:56

on the work that I've put into it but I

16:58

could be better. You

17:02

can accept that the work that you have done has created

17:04

the outcome that you've created but you

17:07

do not need to accept that the outcome that you've created

17:09

is the end all be all and the last outcome that

17:11

you need to have. For me

17:14

the only version of acceptance that I have is that

17:16

I accept that the version of

17:19

myself that I want to be is so far

17:21

from who I am that I

17:23

have this massive discrepancy that I have to

17:25

overcome and then just breaking

17:27

that down one step at a time and

17:29

thinking I don't deserve to

17:31

be that man but I can

17:33

still do the things that can

17:36

create it and it also means that I have

17:38

to go through the circumstances that would create that

17:40

man which means that if I have unbelievable big

17:42

dreams and big goals then I have to go

17:44

through hard times. It's like

17:47

hate. The hard times are a requisite for success

17:49

and so if you're going through hard times right

17:51

now it means that you're on the path to

17:53

success and it's not that you're on the wrong

17:55

path it's the feeling of being on the right

17:57

path and one of the things that I talk

17:59

with with the CEOs in our portfolio

18:01

company, and I'm going to bring it back. One

18:05

of our companies, they were struggling

18:07

with growth, big company. And he was

18:10

like, I honestly, the issue that I have right now, he's

18:12

like, I don't know how many locations I can open every

18:14

month. He's like, based on the cash flow that's coming in

18:16

and out. And I was like, this is kind of like

18:18

the Morpheus free frame. And I was like, I need you

18:20

to freeze this moment. I was like, the feeling that you

18:22

have right now is that you are missing a finance function,

18:24

is that they didn't have a good finance leader. And you're

18:26

like, why is this relative to what we're talking about? I'll

18:28

bring it back. Which is that if

18:31

it's the first time you're going through it, you can't

18:33

recognize the science because you don't have anything to compare

18:35

it to. And so hopefully listening to this podcast and

18:37

listening to other people, not just, you know, not me

18:40

and Chris, but like other people who are even even

18:42

more successful, whatever, they

18:44

can at least tell you what it tastes like, they

18:46

can tell you what the room looks like, they can

18:48

tell you what the temperature feels like, they can tell

18:50

you what it feels like in their body so that

18:52

when you are going through it, you can say, okay,

18:54

I haven't been here before. But this sounds like Albuquerque.

18:56

This sounds like a missing finance. And that's why having

18:58

like, and if you're in early on stages, and you're

19:01

going through the like, you're going, you're consuming the free content, there's

19:03

less stuff, it's like, use this because the

19:05

most valuable thing you can get is the context of

19:07

what the experience feels like when you're going through it.

19:09

So someone can describe to you their experience so that

19:12

you can relate it to your present and be like,

19:14

okay, I'm on the right path. Yeah, it's

19:16

the feeling of loneliness and uncertainty.

19:18

Hang on. What if this,

19:20

what if this is a sign that I'm not

19:22

supposed to be here? What if this is a sign that

19:24

I'm doing it wrong? Right. And relinquishing

19:27

that. If

19:30

there was a big meta indicator that you're doing the

19:32

right thing, doing what everyone isn't doing is already probably

19:34

the big, the single biggest indicator that you're doing the

19:36

right thing. Like it's the if I

19:39

could wish nothing else on my child whenever I

19:41

choose to have them in the future is that

19:43

they have high agency, which is that they are

19:46

they make decisions independent from the opinions of

19:48

other people. And when we hear words like

19:50

authentic and original and things like that, it's

19:52

because the person starts at square one and

19:54

says, well, what do I want? And

19:56

then they start building from there. I had a conversation with one of

19:58

my one of my teammates. who runs

20:01

my LinkedIn. And he said,

20:03

you know, Alex, it's easy for you to- Always,

20:07

always a really great start.

20:09

Great way to trigger on it. Good

20:11

sentence. Really good. Please,

20:15

tell me more. Why do

20:17

you, go on. He said, it's easy for

20:19

you, Alex, to create this personal brand. He's like,

20:21

you have so many interesting things about you. He's

20:23

like, you dress a certain way, you act a

20:25

certain way. And he said, it's different than everyone

20:28

else does, right? And

20:30

I said, I don't

20:33

think that's true. I think that

20:35

everyone has a personal brand that is unique

20:37

and different, but everyone doesn't look

20:39

that way because they conform to what

20:41

they think everyone else wants them to

20:43

look like. And so the fact that

20:46

they are boring, and they resent the

20:48

fact that they're boring, is because they

20:50

are living out reflections of what

20:53

they think everyone else wants them to do. And

20:55

so all you have to do is start at

20:57

square zero and be like, what do I want?

20:59

Because I realized after I got out of gym

21:01

launch, I mean, I dressed a certain way for

21:03

gym launch because I was, they had an

21:05

entire community of gyms and it made sense for me to dress

21:07

that way because I needed

21:09

to look that part, right? But when

21:11

I was at ground zero and I was like, okay, what

21:13

do I want? And I thought about it for a long time. And

21:15

I was like, well, what would 85 year

21:18

old me wear? I was like, 85

21:20

year old me would wear probably the most functional

21:22

thing he could wear because he doesn't care what his

21:24

shoes look like. He doesn't care what his shirt looks

21:26

like. He just wants to be comfortable. And

21:28

so I just started trying all of the things that I could

21:30

possibly imagine for shoes, shorts, hats, whatever, to find the thing that

21:32

I was like, you know what? This

21:34

is the most comfortable. And this allows me to do the most

21:36

things in the most rooms without changing. And

21:39

so people then are like, man, that's so

21:41

unique. But it was actually just saying, if

21:43

I were to, if everyone was gone from

21:45

existence, what would I do? What

21:47

would my work be, right? How would I dress?

21:49

Who would I date? That's a real one. Who

21:52

would I date if no one else told me what they thought about

21:54

it? Maybe someone different than you're dating right

21:56

now. And if the person that you would want to

21:58

date isn't the person you're dating right now, right now and the person that you

22:00

would want to date would never date you, then

22:03

maybe rather than dating these mediocre

22:05

Molly's or mediocre

22:08

Matt's, you

22:10

take the period of time, you go on the untrodden

22:12

path, you have people reject you and say, oh, you're

22:14

not coming out tonight, you're going to the gym again,

22:16

right? Oh, okay, I can't eat with us, right? She's

22:18

on a diet again. How long are you

22:20

going to stick with this one, right? Because the thing is

22:22

is that the stick to it and muscle itself is something

22:24

that you work on because if you start a diet and

22:26

you fail and you start working out and you failed, if

22:29

you just make it longer every time before you

22:31

fail, you're still making progress and you're still doing

22:33

something that everyone else isn't doing. And

22:36

that is the biggest meta indicator that you possibly

22:38

can is it because everyone

22:41

sucks. Like so many people

22:44

are mediocre, like half of the United States is

22:46

in debt, they don't even have a like they,

22:48

they're negative net worth. And

22:50

so like, just saying different than that,

22:53

like the bar isn't high, we talked

22:55

about this dude, go for it. I know,

22:57

I know what you're going to go for.

22:59

The bar has never been set lower to

23:01

separate yourself out from the pack. Never been

23:03

set lower. And this is for, you know,

23:06

the black pill internet with like, by the

23:08

way, it is supposed

23:10

to be one step beyond the red pill

23:12

to see that life and dating largely for

23:14

men is there's an

23:16

uncomfortable reality that if you aren't

23:19

blessed with the right physical attractiveness,

23:21

status or money, SMS,

23:23

looks, LMS, looks, money status, you

23:25

don't have the right prerequisites, you're basically

23:27

doomed, you're a genetic dead end and

23:29

eat shit. Is

23:32

that a bad thing? According to them.

23:35

So, okay, I'm gonna zoom out real quick. And I

23:38

know I know we're gonna go on the so if we're

23:41

looking at a species, right? Let's look

23:43

at deer. A lot of people have deer in their

23:45

backyard, right? Well, what

23:47

is natural is that one

23:50

buck inseminates 50 doe

23:54

and he competes with all the other deer.

23:56

And the reason for that is because then

23:58

it actually allows the quote best genes to

24:00

proliferate. Now, best is determined by what

24:03

actually continues on. I'm perilously

24:05

close to you, Janix here, Alex. Well,

24:08

I'm just talking about deer. I'm just talking

24:10

about deer. If anyone understands, I'm

24:12

just talking about deer. I'm not saying this is what it should be,

24:14

but the point that I wanted to

24:16

make was not, I think, where everyone thinks I'm going with

24:19

this, which is that a

24:21

lot of the black, whatever you just said, right, black pill,

24:24

I would imagine our casting and expectation

24:26

on the universe that it shouldn't be this

24:28

way. Voila.

24:31

And this is exactly like the hater who says, you're

24:33

not going to amount to anything. And the reason it

24:35

hurts is because you're like, what if they're right? And

24:38

then you're staring at the mirror with that question of like, what

24:40

if they're right? What if I am out of shape?

24:42

Because the thing is that in order to be

24:45

the top, quote, 1%, even the top 10%,

24:48

shoot, or even just above average, right, you

24:51

just need to not be overweight. You need to

24:55

be gainfully employed. The

24:58

bar is so low. The bar

25:00

is so unbelievably low. I got this idea

25:03

I got to teach you about. The alpha history

25:05

fantasy. Modern men who are angry at a world

25:08

they feel has rejected them mistakenly believe that they

25:10

would have somehow done better in medieval

25:12

times. They are adamant that the chance of them

25:14

being Genghis Khan is greater than

25:17

the chance of them being cannon fodder peasant number 1,373,000

25:19

whose favela was sacked

25:23

and destroyed. And it's this wistfulness for the

25:25

past. And dude, I get it. Like if

25:27

you feel lost and alone and like nobody

25:29

understands you and like you've been forgotten and

25:31

things shouldn't be this way. Guess what?

25:34

They've always been this way. And right

25:36

now, the bar has never

25:38

been set lower. If you have the opportunity

25:40

to sit down and listen to me and

25:42

Alex waffle on for three and a half

25:44

hours, you have the

25:47

capacity, the conscientiousness, the wherewithal to

25:50

be able to go out tomorrow and take one thing

25:52

that you've hit

25:54

from today. This is something

25:56

that I want you to get on to which I think is important.

26:00

Avoiding the mental masturbation, you know, we can do

26:02

this thing and like,

26:05

speed fuck quotes into

26:08

the ether. And like

26:10

an oozy, right? Just unloading

26:12

all of these different things. And I think that a lot

26:14

of people feel a general

26:16

overwhelm of indexing of information and, oh my God, I'm

26:19

learning all of this stuff and I don't feel like

26:21

I'm making any progress. And I really

26:23

wanted to try and cut through this at some point in the

26:25

conversation today as well, which is Tim

26:28

Ferriss has an idea called the good shit sticks. All right. I,

26:33

when I first started out on this journey

26:35

of personal growth, felt guilty because

26:37

I didn't have a perfectly curated, Evernote external

26:39

brain with nested folders and all of my

26:41

book summaries and I was supposed to keep

26:43

all of this thing and how am I

26:45

going to remember it and blah, blah, blah.

26:48

Five and a bit years later, people come up to

26:50

me and ask, one of the most common questions to get asked is,

26:52

how the fuck do you remember all of the things that you remember?

26:56

Two things. First off, I don't

26:58

remember anything that I don't care about. And

27:00

the second thing, massive amounts of exposure. Those

27:03

are the only two things that are going on. I've done 670 podcasts in five

27:05

years for hours and all of the reading I had to

27:07

do beforehand and

27:12

all of the listening I had to

27:14

do beforehand as well. And I didn't

27:16

stress myself about what I had to remember. So if

27:19

you listen to this three and a

27:21

bit hour podcast and

27:23

you go, they talk, they said a

27:25

lot of words there. Alex said a lot of words. Chris said a lot

27:27

of words. What's the one thing

27:29

that you couldn't stop thinking about? And there

27:31

may be nothing. Fair play. Week files. If

27:36

there's one thing that you can't stop thinking about,

27:38

that story about the kid from Cumbria, that time

27:40

when Alex had to drive across the country, that's

27:43

the thing. That is the thing.

27:45

And allowing yourself to

27:49

naturally select whatever the most important

27:51

learning is from the content that

27:53

you consume is the best way

27:55

to work out what is going to resonate and it's the best

27:57

way to act on it as well. stop

28:00

thinking about it when you go to bed tonight and you

28:02

can't stop telling your friends about it in the morning and

28:04

you've clipped it from this podcast or any other podcast, any

28:06

other book or whatever, whatever the thing is that you keep

28:08

sending photos of and you keep on reciting to people and

28:10

you try and tell your mum about it and she doesn't

28:12

care. That is the

28:14

thing that you need to work

28:16

on and you don't need to do, if you

28:19

take half a thing from this podcast or any

28:22

other podcast and you work on it for a

28:24

month, you have

28:26

made so much progress and

28:28

do you understand how blessed you

28:30

are to have this opportunity? You could have been born

28:32

in the middle ages before the Gutenberg printing press when

28:34

they wouldn't even give you the Bible in the common

28:36

language so that you had to go through the priest

28:38

to be able to have a relationship with God. Right

28:41

now you can search for whatever it is that you're

28:43

dealing with, find the greatest minds on the planet, listen

28:45

to them and then the next day

28:48

implement it and you move not only yourself

28:50

but you move the world around you. You

28:53

get to nudge yourself and the rest of

28:55

the world in a direction that you want

28:57

to go and you get to feel

28:59

proud about it and it's within your control. You

29:03

have never been more blessed. There's

29:08

a quote that I want to hit here that I think would

29:10

be relevant to what we were just talking

29:12

about with the people who are sad and alone. One

29:16

of the biggest breakthroughs that I had

29:18

from a mental perspective was actually defining

29:20

emotions for what they are operationally. Sadness

29:25

comes from a lack of options or

29:27

rather a lack of perceived options and that's why it

29:29

feels like hopelessness because you don't know what to do.

29:33

When I realized that sadness meant

29:35

that I didn't know what to do, it

29:37

meant that another way that I could define sadness

29:39

was ignorance and that is solvable. Whenever

29:42

I feel sad now, it's been

29:44

my trigger to immediately think, what

29:47

do I not know? What option do I not see?

29:50

Because the opposite of that is anxiety which

29:53

is you have many options and you have few

29:55

priorities. It looks like you have many paths that you

29:57

could pursue and you just don't know which one. being

30:00

able to operationalize what these emotions felt like. So

30:02

if you feel sad, it just means that you

30:04

need to go learn more. And that you can

30:06

do and then all of a sudden the learning

30:08

more becomes the option and then you don't need

30:10

to feel sad anymore. And that

30:12

was like one of the biggest breakthroughs for my like mental health

30:14

or whatever you want to call it, mindset, that

30:17

set me free. And I've

30:19

taken a lot of effort to try and operationalize

30:22

emotions so that I can either

30:24

get out of them or lean into them. So like

30:27

patients, for example, right? I'm only bringing this up because I think

30:29

it might be relevant to some people is that most

30:32

goals are attainable if you expand the time horizon, even

30:34

enormous ones. Like you can do anything in 10 years.

30:36

You could walk to the moon. You could do, there

30:38

you go. You can do anything. And so for

30:41

me, I am, I would say a naturally impatient

30:43

person. Like I tend to want things immediately now.

30:45

And you know what? You probably

30:47

are too. But once

30:49

I defined patients as figuring

30:51

out what to do in the meantime, it

30:54

allowed me to control what I

30:56

did because now like you and

30:58

I are being patient for your

31:01

stock investments right now as

31:03

we're on this podcast, we're being patient for that because we're doing

31:05

things in the meantime. And so whenever

31:07

I felt impatient and wanted to

31:09

change course, I had to

31:12

just redefine what do I need to do today? And if

31:14

you are sad and impatient, then it means that right now

31:16

you need to learn what the option is that you need

31:18

to go for sale. And then

31:20

that makes it very much under your control. And so step

31:22

by step, each of these emotions over time, I spent a

31:24

lot of time trying to define them out so

31:26

that they no longer control me and I know how to

31:28

solve them. And then now

31:31

it just becomes a faster and faster muscle. Like, oh,

31:33

I feel anxiety. That means that I have many

31:35

options that I don't have priorities. Okay, what's my priority?

31:37

And then all of a sudden, what used to

31:39

take days of anxiety and feeling this, you know, frog

31:41

in my throat was just, oh, I

31:44

need to make a list of all the things that I'm

31:46

looking at, which one's the most important, ignore the rest. And

31:48

then I'm good. And what

31:50

you take days takes minutes. One

31:53

of yours is choosing

31:55

the plan isn't hard. Doing

31:58

the plan isn't hard. Sticking. to the plan

32:00

is hot. Charlie Munger

32:02

said, the money isn't made in

32:05

the buy, and it's not made in

32:07

the sell, it's made in the wait. And

32:10

that, I just feel like that's such an elegant

32:12

way of thinking about it. It's like the hard

32:14

part about the plan is sticking to the plan.

32:16

Like the plan wasn't bad. Your first plan was

32:18

good, because it's easy to go say, I'm gonna

32:20

work out three days a week for the next

32:22

year. And it's

32:25

a good plan. It's a good plan. It's a pretty good plan.

32:27

And the interesting thing is that, a

32:30

mediocre plan that's stuck to, always

32:32

outperforms an amazing and perfect plan that you never stick

32:34

with to begin with. And I know this obviously from

32:36

the fitness world, but it applies to everything. And

32:39

so, like, the stick to it

32:41

muscle is the one that you

32:43

have to flex. And that's why, like, if you're

32:45

going through things, especially in the earlier days, like

32:47

I'm ready to start and stop and start and

32:49

stop, and I try this thing, I try that

32:51

thing. It's normal, because you haven't been reinforced enough

32:53

of sticking with something, right? But the

32:55

thing is just that you have to stick it out long enough

32:57

that you get that first carrot, you get that first cookie. And

33:00

then all of a sudden, everything that you did to get there,

33:02

you're like, oh, more of that will get

33:04

me more cookies. And

33:06

then it just becomes this self-perpetuating cycle,

33:08

and then you get addicted to working.

33:10

Yeah, and then you do a launch to 500,000

33:12

people, and you lock yourself in a closet

33:14

six hours a day for two years. Yeah, that's

33:17

exactly that. Because I've been rewarded in the past, because

33:19

the first time I actually spent a lot of time

33:21

on a presentation, and I felt

33:23

good when I walked on stage and didn't feel anxiety, I

33:25

was like, oh, I want this every time. And

33:27

then I had the second thought, which is

33:29

the much scarier thought, which is, now I have to

33:32

do this every time. This is the new bar.

33:34

This is the new bar. I wanna round out something

33:37

on that sort of black pill

33:39

side, which is, if

33:42

you listen to this, and you think,

33:45

must be nice, or easy for you to say,

33:49

I get it, like, I get it. And if

33:51

you feel like there is something that

33:55

you can't get over, some

33:57

genetic, societal

34:00

cultural defect that means that you

34:02

do not have the same ceiling

34:05

that you think that you should or that other people appear

34:07

to have. I get it. And

34:09

the question I would ask is, what do you want? Like

34:11

do you want sympathy? Because I will happily give you sympathy.

34:14

I know what it feels like to be someone that has

34:16

no belief in themselves and that believes that you are fundamentally

34:18

a loser and that nothing is going to come to you

34:20

and that you deserve for nothing to come to you. I

34:22

understand what that feels like. But

34:25

what does that mindset get you? Like

34:27

fundamentally, what does that mindset give you?

34:29

Okay, so let's say that you

34:32

have been dealt as difficult of a

34:34

hand as possible. And?

34:38

Yeah. And to quote you

34:41

to you, I can

34:43

promise you that there is someone who has had it worse and

34:45

has done it better. I put

34:48

this clip out a while ago, this like

34:50

just random talking about a morning routine thing.

34:52

It was pretty basic, but it went fucking interstellar and the

34:55

real internet got a hold of it. You know, like not

34:57

your fans, but like the real internet, like the general public

34:59

and I got a hold of it. The

35:01

most common comment was something along

35:03

the lines of tell me you don't

35:05

have kids without telling me that you don't have kids, which is must

35:08

be easy for you to say, I have a daughter to get in

35:10

the get up in the morning. I'm like, okay, tell

35:12

me what that mindset gets you genuinely tell me what

35:14

that mindset gets you. It says, I'm

35:17

in a situation which I cannot get over.

35:19

And there are things in reality imposed on me,

35:21

which stopped me from doing something. There is somebody

35:24

out there who has three times as many kids

35:26

as you and they still do it. So

35:29

what is it that they've got? Like what is it that

35:31

they're doing? Have they got an unfair advantage? What

35:33

is it? Tell me. It's

35:35

also if you take down, if you

35:38

walk down the natural logic of

35:40

that statement, who do

35:42

you blame? If you're saying must

35:44

be nicer, tell me, tell me that you don't have kids

35:46

without telling me that you don't have kids. Does

35:49

that mean that you blame your

35:51

child for all the things that you don't

35:53

have in life? It's tough,

35:55

tough weight to put on a kid because

35:58

I mean, I would hope that they don't see that it

36:00

because then they'd be like wait mom dad like

36:03

you didn't live out your dreams because I exist. Tough.

36:08

Another one here a sequence actually that

36:10

I love. You

36:12

don't have to feel good about it, you just

36:14

have to keep going. The feeling will pass but

36:17

you will remain. You are

36:19

greater than your feelings. Going

36:21

to bed late and waking up early to work for

36:24

a few days won't kill you. If you're not going

36:26

to burn out you're doing what it takes. If

36:28

you're one of those people that push work-life

36:31

balance just remember the people who like working

36:33

a lot don't care. I've

36:36

never regretted trying harder at anything

36:38

ever. Hard times last

36:40

long but an epic story feels like

36:43

a lifetime. Nailed

36:46

it. Fuck yeah. I

36:48

just think when

36:50

I look at you in particular and

36:52

I realize this during

36:54

our second conversation at the start of this year, the

36:58

reason that people get confused about your

37:01

motivation and your workload is that they don't realize that

37:04

the thing you do for work is the thing that

37:06

you do for fun. That's a fundamental misunderstanding

37:08

that people have. Because

37:12

of that you're prepared to work hard and

37:15

working hard doesn't feel like wasted time.

37:18

Lots of people associate working hard with

37:20

not making progress therefore working

37:22

feels like wasting. The

37:27

idea that working hard doesn't

37:30

make progress is one of the biggest farces that

37:32

exist in humanity because at the end of the

37:34

day whatever you amount to isn't going to matter

37:36

anyways. If there is anything

37:38

that's eternal for us at least as individuals it's

37:41

going to be who we become in the process. One

37:43

of my favorite quotes is, the work works on you

37:45

more than you work on it. If

37:49

you want to be the best in the world at

37:51

something you do the work to become the best in

37:53

the world and the work works on you. There's

37:56

a biblical proverb I think it's just like there

38:01

is profit in all labor. And

38:04

that means that even if the

38:07

thing that you're working on right now doesn't amount

38:09

to the outcome that you expected that it would,

38:11

it doesn't mean that you don't become better through

38:13

doing it. And so I'll

38:16

give you a very real example. So

38:19

I spent five years building a chain

38:21

of gyms. So I had six locations.

38:24

And after that, I sold five of

38:26

them, I shut one down. And then

38:28

I transitioned to doing turnarounds. In

38:31

the transition between shutting my gyms down, I

38:34

got a big payday because I sold my five gyms,

38:36

big for me relative. I took

38:38

all that money and I put it into the next thing. The

38:41

partner that I had in that next thing ended

38:43

up taking the money and

38:45

disappearing, filing bankruptcy and sending it to his

38:47

girlfriend in Sweden. I couldn't make this up.

38:50

So there was no way I could get the money back.

38:52

And he had filed bankruptcy. There's no course of action for

38:54

lawsuit. And so a lot

38:57

of people would probably go through that mental

38:59

situation and think, and I went through

39:01

this, was thinking, I just wasted the

39:03

last five years. I literally started

39:05

to change, put everything into the second location, put everything

39:07

in the third location, the fourth location, kept going. I

39:09

kept doubling down and then I get my big payday

39:11

and I put it all on black and

39:14

then it disappears with one spin of the roulette. And

39:17

so here I am and I'm like, I have nothing to

39:19

show for the last five years of

39:21

work. But

39:23

then in the next 12 months, I made more

39:25

money than I'd ever made in my entire life

39:27

up to that point. The five years, I

39:31

made more profit the next 12 months than I made in the

39:33

last five years, times like five. And

39:36

it was because, and this was only, I was only

39:38

able to realize this in retrospect, which is why I'm

39:40

sharing it, which is that the

39:43

thing that was the outcome of those five years

39:45

was me and the skills and the experiences that

39:48

I possessed through going through it. And so whatever

39:50

the next mountain that you're trying to climb is,

39:52

of course it's going to be higher, but it's

39:54

going to require you to go through the smaller

39:56

mountains to get to that point. Because the more

39:58

able you are, the more able you you realize

40:00

you can become and you

40:02

will get way bigger outcomes from the things that you

40:05

have like the path that led you here then

40:07

you think you can.

40:11

And so that's

40:14

why since that moment where I lost everything

40:16

and then I was able to make more

40:19

in the next 12 months, I realized that

40:21

no work is wasted because I am the

40:23

output of the work, not the outcome. And

40:26

that was one of the biggest frame shifts for

40:28

me in never thinking that work is wasted because

40:30

the more I work, the bigger my work ethic,

40:33

the more my work capacity increases. And to give

40:35

an exercise example because I think it's cool and

40:37

interesting is that a lot of people talk

40:39

about this concept of over-training. Don't worry, I'll bring it back.

40:41

All right, they talk about this concept of over-training. I remember

40:43

I was talking, I had this woman

40:46

that Lael and I are friends with, very successful business

40:48

owner, had a boy toy with her. And

40:51

he was like, aren't you concerned about over-training? And

40:53

I was feeling a little pissy that day. And

40:56

I said, bro, once

40:58

you start looking like you work out, you can worry about

41:00

over-training. I was like, until that point, you

41:03

don't need to worry about over-training. I was being a little bit mean.

41:06

But I think he did remember it and he did change the

41:08

way he trained and he did gain muscle afterwards. So I thought,

41:10

okay about it. Now the point

41:12

of that little quip, right, was that

41:15

what I explained to him is that your ability

41:17

to recover from working out

41:20

itself is trainable. So

41:22

when you do more volume, your ability to

41:24

withstand volume, your work capacity increases. And so

41:26

to the same degree, people are like, I

41:29

feel burnt out. The thing is that you

41:31

either die or you adapt. That's

41:33

it, right? In the fitness world, you either die, get

41:35

injured or adapt, right? And since you're probably not going to

41:37

die, you really just need to make sure that you don't

41:39

get injured. And if you don't get injured and you

41:41

don't die, you get better. And

41:44

so that mental process in terms of how I

41:46

see work has been like the most self-fulfilling prophecy that

41:48

I've had because the more I work, the better

41:50

I get it working. The more productive I am per

41:52

unit of time. And

41:55

then I get the outcomes that happen eventually. But the point

41:57

is, and you probably, I mean, I already know you know

41:59

this, but The outcomes

42:02

become so irrelevant compared to the reward that

42:04

you get in the meantime. Because

42:06

the people who are experts, and this is from

42:08

my good friend Dr. Kashi, people

42:10

who are experts at any skill become

42:13

experts because they learn how to become

42:15

rewarded from the work itself. And

42:17

so like they don't actually have something

42:19

that you don't. It's just that they

42:21

measure success differently. Judge

42:26

yourself by your actions, not by your

42:28

thoughts. I became significantly less

42:30

disappointed in myself when I started judging

42:32

myself only on the actions I took,

42:34

not the thoughts I had. So

42:40

patience is a virtue that I feel like I haven't had.

42:42

And it's been something that I've spoken over myself for many

42:44

years. I was like, I'm an impatient person. I want things

42:46

fast, etc. When I

42:48

realized that I should use

42:50

the same lens that I judge other people on when I

42:52

judge myself, which is someone might say, I'm a really honest

42:55

guy. But if I have no evidence that you're an honest

42:57

person, or when I put you in a situation where you

42:59

could be honest and you're not, I would say, no, you're

43:01

not. Now that person probably thinks of themselves as honest, or

43:03

to the same degree, I'm a really loyal guy. But as

43:05

soon as I put a 10 in front of you and

43:08

you've got your girl at home, you jump. You're not that

43:10

loyal. You just haven't had the opportunity to show that you're

43:12

loyal. And so for

43:14

me, my thoughts about what I thought

43:16

I was were actually really negative. But

43:19

when I tried to think, okay, well, I

43:22

can be patient if I act patient, even

43:24

if I don't feel patient. And

43:26

then that allowed me to start giving

43:28

myself a stack of undeniable proof that

43:31

I am who I wanted to be. And

43:34

I don't believe in binary traits, meaning like he's

43:36

patient or he's impatient, or he's loyal or he's

43:39

disloyal. The question is, how loyal

43:41

are you? How honest are you? How patient

43:43

are you? And by switching the

43:45

character traits that I wanted to have into progressions

43:47

or continuums allowed me to make progress on them

43:49

simply by giving myself more proof or one more

43:51

penny on the scale that says I'm a little

43:54

bit more patient than I was. I'm a little

43:56

bit more patient. I'm a little bit more patient

43:58

to the point where I. There's so many pennies

44:00

on the scale that I can say, I think I am

44:02

pretty patient. Even though every time I put a penny on

44:04

the scale, I don't wanna put a penny on the scale.

44:06

I wanna get the thing to happen today. I wanted to

44:08

happen yesterday because why is it taking so long? It didn't

44:10

take that long for this person. I feel like I work

44:12

harder than them and I feel like I'm better than them.

44:14

Why am I not doing that? But I

44:17

put the penny on the scale. Hey,

44:21

Mozen Nation, quick break just to let you know we've been

44:23

starting to post on LinkedIn and want to connect with you.

44:25

All right, so send me a connection request and note letting

44:27

me know that you listen to the show and I will

44:30

accept it. There's anyone you think that we should be connected

44:32

with, tag them in one of my or Layla's posts and

44:34

I will give you all the love in the world. All

44:36

right, so let's get back to the show. Well,

44:41

ultimately, what is patience? Is patience feeling

44:43

patient or is patience doing the thing

44:45

that is patience? So Sam Harrison, his

44:47

first conversation with Jocko Willink about 10

44:49

years ago, they talk about how courage

44:51

is an unfakable emotion and it's such

44:53

a good frame. You're gonna love this.

44:56

So he said, if you

44:58

do the thing in spite of being fearful

45:00

of doing the thing, that is courage. And

45:03

if you don't do the thing, even though you

45:05

felt like doing the thing, that is cowardice. And

45:07

I think that motivation and patience are exactly the

45:09

same. If you're patient, despite

45:12

not feeling patient, that

45:14

is patience. Yes. That

45:16

is how it works. And that was,

45:18

that realization that you just said was

45:20

the reason for that quote, because

45:22

it was me realizing that

45:25

I can actually have

45:27

these traits even if I don't feel like I live

45:29

those traits. And so that's why probably, at least for

45:31

me, when people are like, whatever

45:34

the trait is, he's so humble, he's

45:36

so whatever. Like, you

45:38

probably will never feel like you have the

45:40

trait, but you can

45:42

still have the trait based on evidence rather than

45:45

emotion. And I think that frame of evidence has

45:47

been, I mean, if I had

45:49

a North Star of personal development for

45:51

myself, it's been just give

45:53

myself proof. And I mean,

45:56

In so many ways, like the reason that I didn't, I

45:58

mean, I'm gonna go on attention, but. Again, I'll bring it

46:00

back. I. Didn't talk about

46:02

how to run gyms. Until. I had

46:05

six gems because I didn't feel like I was qualified

46:07

enough to talk about it. And I always start talking

46:09

about gyms when so many people are like you. How

46:11

to run Egypt Saudi when he jumps in a fiery

46:13

want. Even before that, I didn't feel qualified to talk

46:15

about sickness, but I'd had a six pack for a

46:17

decade. you don't I mean, and I had multiple state

46:19

state records. but I still feel qualified to talk about

46:21

fitness and to everyone was like dude, how to you

46:24

paid you this, How to structure, How do you could

46:26

eat this way whatever. It is right and so. If

46:29

you, if you can give yourself evidence. The.

46:32

World around you like seem like you're

46:34

evidence will change how people treat you

46:36

the of independent of how you feel

46:39

about. It. So this is

46:41

why the must be easy must be

46:43

nice to is so flawed. Because.

46:45

What you're saying is I see the

46:48

outcomes. And. I have no idea of

46:50

the difficulty of the inputs. I. Have absolutely

46:52

no idea what barriers you need to

46:54

get over you could be. You could

46:56

find it ninety nine out of one

46:58

hundred. difficult to be patient. And

47:01

yet you all. Must. Be nice for

47:03

you. you've got that patients june to go. Eat

47:06

shit, Eat

47:08

shit. You have no idea how hard it is for

47:10

people to do the things that they do and the

47:12

people that make it look easy. In.

47:14

Some regards. Contribute. To

47:16

this problem like I and this is why I

47:19

really loves the i'm massive fan of of a

47:21

lot of your work and I think that one

47:23

of the reasons is that it so. Honest.

47:26

And and self effacing about the challenges and

47:28

about the steps the you have to get

47:31

through. And because the journey is relatively well

47:33

now retired and you can, you can track

47:35

it step by step and you've created a

47:37

kind of a cohesive timeline of how the

47:39

all of this stuff works. There is a

47:41

point along specifically your journey but hopefully mine

47:43

in other people's to where people can. Inject.

47:46

Themselves and said oh. I'm

47:48

at not been. I'm. The fifteen

47:50

year old that I'm at that bit I resent

47:52

my parents to. I just lost all my money

47:54

either. I feel like I needed that. That that

47:57

you know like the have every different problem that

47:59

you can encounter. Life is present in Alex assigned lot

48:01

of. And I think

48:03

that that's really important. I think this: this is one of

48:05

the. I would say this

48:07

is a criticism that I have about some

48:09

of the personal development, self growth, and a

48:11

lot of the business advice as well. Even

48:15

the bad times. A romanticized. And.

48:19

The. Not fucking romantic. Like

48:21

it feels like hell. It feels

48:23

like shit to do the thing

48:25

to sail, to not feel like

48:27

anybody cares about you, to not

48:30

even know that there's going to

48:32

be. Glory. In

48:34

retrospect, It

48:37

feels despondent and destitute and

48:39

sad and alone. And

48:42

I get it. And I think that the more

48:44

visceral. That we can make

48:46

these stories the better. It is because I know

48:49

that that's what would have resonated with makes I

48:51

would have gone. That's an undeniable stack of proof

48:53

that you whoa what you said you are. I'll

48:57

tell you on that. May be will resonate

48:59

with somebody in the audience. So I remember. When.

49:02

I decided to move so I moved to California to

49:04

start a gym or get into fitness and I got

49:06

there and the guy who I suppose get a mentor

49:08

and it was like where are you staying in Ozarks

49:11

I don't I just got here is a good evening

49:13

you don't like our i just had showed up and

49:15

so he went the as she said I could see

49:17

but his by said night the next morning went to

49:19

the gym and he got i'm sharon said hey. Who

49:22

years going to? How's this kid Moon guy came

49:24

up to music or give you room. So I

49:26

rented one room and a house. Or forty bucks

49:28

a month. And then when I left that room

49:30

to start sleeping at the gym which was an

49:33

hour weeks I could make the commutes. I say

49:35

four hundred bucks a month I murmur being actually

49:37

kind of excited about. I remember being like men

49:39

have discovered know fetishist or yeah to see me

49:41

some in a bit less Is my rocky Cut

49:43

scene right? The things that the rocky cut seamless.

49:45

Thirty seconds in the movie. But

49:47

can last five years in your life and

49:49

when I was sleeping on the gym floor

49:52

or give you a detail that. the

49:54

that i'll tell you that hims to the stack

49:56

of and and i were if i'm with that

49:58

i my first him was underneath of a parking

50:00

garage. And so there's these metal

50:03

dividers in the ceiling. And so cars would drive

50:05

over this and it's a concrete box. And so

50:07

it sounded like a gunshot like doo doo doo

50:09

doo doo doo doo. And it would happen at

50:11

all hours of the night. And probably the

50:13

most painful from an emotional perspective experience that

50:15

I would have on a regular basis was

50:17

that it was also abandoned enough parking a

50:20

lot that college kids, kids my age, would

50:22

go up and party on the roof. And

50:25

so like while they were partying, literally above my

50:27

head and making noise that would prevent me from

50:29

sleeping, I would be down

50:31

below in an in a dark warehouse in a

50:33

city that I knew no one. I

50:37

was from Baltimore, I drove across the country, I went to

50:39

Huntington Beach, I literally knew no one and no one knew

50:41

me. And so I'm sleeping there.

50:43

And then I realized that I can't really sleep

50:45

at night. And so I'm taking

50:47

basically I'm living on naps for

50:50

the first six months of the gym. And

50:53

like homeless people are sleeping in my parking lot. And

50:55

I have to like go out and tell them to

50:57

like go away and then I get back, lock the

50:59

door and I go back on the AstroTurf, which is

51:01

where I slept with a blanket and a pillow. And

51:04

I bring this up because like the

51:07

visceral feeling that

51:09

you go through when you're going through the

51:11

mound of shit period or the shit eating,

51:14

what feels like a marathon is

51:16

that it's, it

51:18

becomes a 30 second soundbite

51:20

in my story. But it

51:23

was years. And so like even to the same degree,

51:25

we're like, man, you're such a natural salesman. The first

51:27

job I ever got offered out of college was a

51:29

sales job. And I said, I'm not a salesman, I'm

51:31

an academic. And

51:33

then as soon as I opened my gym, I was like, oh shit,

51:35

how do I pay rent? And someone walked in the door and I

51:38

was like, please give me money. I

51:40

promise. I had no equipment in

51:42

my gym because I couldn't afford any. So

51:44

it's an empty gym with just turf. And

51:46

I was like, I promise you, I will

51:48

get you amazing results. And they were like, are you going

51:50

to be here tomorrow? And I was like, I sleep here. I have

51:52

to be here. I promise I'll be

51:54

here. It's impossible for me to not be here. I

51:56

can't live. I can't leave. Right. And so The

51:59

early people took. Pity on me when they

52:01

literally pay different. The first twenty nine members I

52:03

signed up in the first two weeks for the

52:05

gym opened was from pity, it was in from

52:07

charisma. It was pure pity. I'll be religious and

52:10

was the exact him out that I needed to

52:12

pay rent and I remember the first month of

52:14

rent that I paid with. this is actually wild

52:16

and least only what did this. In retrospect I

52:18

made exactly four thousand nine hundred and seventy two

52:20

dollars my first month of my gym. My rent

52:23

was four thousand nine hundred and seventy two dollars

52:25

and I'm I'm are working like a dog to

52:27

get that. I'd never made my my life like

52:29

a different. Like really as anyone from on in office

52:31

and I to come up five thousand dollars in a

52:33

month and then at the end of the month I

52:36

watched to go to zero and then I was like

52:38

to do it again and that was when like the

52:40

reality of the situation of like there was no escape

52:42

there was no one who is going to come to

52:44

save me And there was and I couldn't blame. My

52:46

data couldn't play my mom I was the one who

52:48

chosen the size. But. The

52:50

alternative was that I had to go back to

52:53

my father a failure and have i'm working with

52:55

me in the eyes and say i told you

52:57

and come here and toward Had a told you

52:59

this this gym stuff this fitness stuff the starting

53:01

of it's it's it's for later is fine. Scuba

53:04

hits if you've got this effect is great degree

53:06

got disco to go to the business school is

53:08

and I knew exactly what happens but would have

53:10

happened after that. Is. That for the

53:12

rest of my life he would have had absolute

53:15

authority over everything that I did and that felt

53:17

like dust. And so that was what I ran

53:19

away from when I was in that moment. Like

53:21

whenever I felt like my back was against the

53:23

one. I didn't know what to do and it

53:25

felt like the instagram reels of like The Motivation

53:27

weren't going to get me through what I was

53:29

going through because no one cared that I was

53:31

sitting one, I'd let them know and sleep on

53:33

the floor and a month later when her. Since

53:35

even the forums like don't care like great you

53:38

pursuing your dream right. Early this

53:40

Christmas. But.

53:43

Despite. That. The must be

53:45

easy mantra is the easiest indicator

53:47

that you have a victim mindset.

53:50

Because what it means is. I.

53:53

Can't achieve this thing because on some level is a

53:55

must be easy there some level of desire that the

53:57

you're like I'd like to to some aspect of this

53:59

and then. I didn't feel the pain

54:01

of saying that I'm inadequate er I'm not

54:03

taking action we sweetest are or inadequacy on

54:05

some outside object or some outside circumstance In

54:07

by doing that we remove all agency or

54:09

power that we have of her lot of

54:12

our lives in. for me I'd rather be

54:14

somebody who is absolute power and have nothing

54:16

to show for it to somebody who has

54:18

all the all that the things to show

54:20

for it but know that I'm life's bit.

54:25

Life being one protracted

54:27

training montage. Is a

54:30

really important lesson to learn. The.

54:32

Fact that in the Rocky movie it

54:34

is. Ninety seconds

54:36

and it's done. Everything is

54:38

fixed. And that can last for decades.

54:41

I can last for years. and I think that.

54:44

The. Lack of glory. The

54:46

lack of certainty. He

54:50

makes it it. It turns it

54:52

from. Worthwhile.

54:56

Majesty. Into.

55:00

A. It's it's not even sufficiently

55:03

triumphant to be called sad.

55:06

Like it's just. Like

55:08

week. And pithy and you have

55:10

no idea if anything's gonna work. But.

55:12

What's the alternative? Entropy is gonna

55:15

come fucking get you. So what's

55:17

the alternative? Like much Twitter

55:19

bio says locally reversing entropy and I

55:21

I think that. That. Really

55:23

is what you should try and do which is

55:25

going fucking competes. The lack of certainty is what

55:27

actually makes it worth it. And so here's my

55:29

point was Think let's consider the alternative which is

55:32

that you are on the path and you are

55:34

guaranteed to know that you're going to get the

55:36

outcome. All.

55:39

The mystery is gone. There. is no

55:41

excitement which is why they said in on the

55:43

inch ancient romans are so the ancient greeks say

55:45

that the gods always and be the mortals because

55:47

their life was so ephemeral they had so much

55:49

chance that could happen to them right where the

55:51

gods always knew they were going to die and

55:53

it was completely guaranteed in so what we do

55:56

is we basically have this wish that if it

55:58

actually came true we would he did you more

56:00

than our current circumstance. If you

56:02

knew that you were going to succeed, it wouldn't

56:04

be worth doing to begin with. The

56:06

fact that you are uncertain when you start

56:08

is what makes it worthwhile. And

56:10

the fallacy of being in

56:12

the pursuit is the worry or the concern

56:15

that it won't amount to anything because who

56:17

you are becoming is the thing that you

56:19

are amounting to in real time every day.

56:23

This was something that Mark Manson tweeted. He

56:26

put it in his newsletter actually and it

56:28

made me think of a lesson that I

56:30

learned a long time ago. Stop

56:33

complaining about the results you didn't get from the

56:36

work you didn't put in. The

56:38

only way to become more successful than most

56:40

people is to be willing to do something

56:42

most people aren't willing to do. And

56:46

this is that lean in mentality again. It's like,

56:48

look, it sucks, it's

56:50

shitty, you're tired, everybody

56:52

says that you're leaving your friends behind,

56:54

leaving your family behind, betraying your culture,

56:56

betraying whatever expectation it is that they

56:58

have on you. You

57:01

need to do something that most people aren't

57:03

willing to do because as we've said, the

57:05

average American is obese, in debt and divorced.

57:07

Is that really, oh brilliant, fantastic. I'm in

57:09

the fucking center of the bell curve distribution

57:11

here. That's really, congratulations. And

57:13

then the other side, stop complaining about the results you didn't

57:15

get from the work you didn't put in. Okay,

57:18

so you didn't lose weight this month. Did you follow

57:20

your diet? Well, I did for half

57:22

the month. Okay, so

57:24

is it any surprise that you didn't lose any weight? How's

57:27

your content creation game going? Well,

57:29

I spent a lot of time planning

57:32

for the podcasts that I'm going to release or for the

57:34

Instagram that I'm going to start or from the sub-stack that

57:36

I'm going to begin writing on. Okay,

57:39

and what did you actually do? It comes back to

57:41

like, the work doesn't

57:43

care. Yeah.

57:46

Charlie Munger in one of his seminal

57:48

speeches, he talks about how to guarantee

57:50

failure, how to make sure that you are a

57:52

failure. And he inverts the concept

57:54

of success. It's like, what could you do to make

57:56

sure that you were a failure? It's like, well, you

57:59

would definitely get involved. in drugs, drinking, he

58:01

says, was it leverage liquor in women? That's

58:03

the Charlie's big one, right? But

58:06

one of the ones that he has, I think he has seven in

58:09

his speech, is consistency. He's

58:13

like, you have to make sure that you're inconsistent. He's

58:16

like, because if you are

58:18

consistent and you have none of the other

58:20

attributes, he's like, you still

58:22

might be successful. He's like, it's

58:24

very tough for people who are consistent to

58:26

not be successful. He makes an especially

58:29

pointed point about consistency because in my opinion,

58:31

it's one of the most difficult of the

58:33

virtues for humans to do because we're so

58:35

attracted to novelty. I

58:39

used to deal with this with people on their diet all

58:41

the time. I remember I ran gyms. Someone would

58:43

come in and I would always ask the question, so have

58:45

you been following the meal plan? Then they would say, yes.

58:48

Then I started changing the way I asked the question. I'd

58:50

say, out of the 21 meals that you were supposed to

58:53

eat, how many of the 21 did you have exactly the

58:55

way it was on the meal plan? Then

58:57

they would be like, oh, I mean at least half. They

59:00

would say it as though that was a

59:02

mark of success. Right now, the meal plan

59:04

could be your content plan. It could be

59:06

your showing up to work on

59:08

time plan. It could be the time that you want to put towards your

59:10

side hustle. It doesn't really matter. If

59:13

there's one muscle that you can flex, it's learning

59:15

to do the same thing over and over again.

59:17

One of the values that we had at Jim

59:19

Lohens is do the boring work because

59:21

boring is what makes you rich. It's

59:24

writing the follow-up sequence

59:27

to the purchase page that you don't feel

59:29

like doing, but you know you should do. It's

59:32

running the split test for the 10th time.

59:35

It's actually going through and prepping for 20

59:37

minutes before you have the meeting. Because

59:41

it's amazing how much smarter you can appear with

59:44

20 minutes of preparation. You can appear 50

59:46

IQ points smarter if you just prepare for

59:48

meetings for 20 minutes. I remember I did

59:50

a consulting day, which I've only done three

59:53

in my entire life. When

59:55

I showed up to the day, because I always

59:57

want to make sure that everyone always gets more from me than they

59:59

give me. I

1:00:01

had taken, I don't know, four hours.

1:00:04

Not a long time, but a long time for I think some

1:00:06

people, but for me four hours is nothing. I count in hundreds,

1:00:08

so this is irrelevant. And so

1:00:10

I put like four hours and actually took the

1:00:12

time and put it in to do research on

1:00:14

the individual. So I looked at every single page

1:00:16

they had, every landing page, every offer, every everything.

1:00:18

And I had seven pages of things that I

1:00:20

thought would make them more money. And

1:00:23

so when I started, I was like, this is what we're going to go through

1:00:25

today and I'll walk you through line by line and you'll have this as a

1:00:27

take-by so you can execute it with your team. It

1:00:30

was a bigger company. And the guy

1:00:32

was shocked. He was like, never

1:00:34

in my entire life has anyone had this

1:00:36

much preparation. And that's what goes

1:00:38

back to like, you need 20 podcasts to be in

1:00:40

the top 1%. The

1:00:44

bar for excellence, like I

1:00:46

have this timer that I have on my desk, which it's

1:00:48

the easiest purchase you can make. I think it was like

1:00:51

seven bucks on Amazon. It's a little twist kitchen timer. It's

1:00:53

very easy. And it's been

1:00:55

probably my biggest focus act to date, which

1:00:57

is I turn it when I want

1:00:59

to start working. And part of it allows me to think how

1:01:01

long – I get better at predicting how long it's going to

1:01:04

take me to do something. So I think this will take me

1:01:06

35 minutes. So I turn the clock to 35 and I click

1:01:08

on. And then I start working on the thing. And the moment

1:01:10

my phone rings or I look at Slack or whatever, I stop

1:01:12

the timer. And so you actually see

1:01:14

that your time on task is usually significantly less

1:01:16

than you think it is. And

1:01:19

I think that in my early days, I would spend

1:01:21

a very long time in front of a computer telling

1:01:24

myself that I was working with very

1:01:26

few minutes actually on task. And

1:01:28

that's why I think that most things are actually significantly

1:01:30

easier than people think they are. They just don't know

1:01:32

how to try hard. Because

1:01:34

the harder that you try, the easier it gets. And

1:01:38

so it's like if you can just learn to love

1:01:40

what trying hard feels like, then

1:01:42

all of a sudden it becomes unreasonable that you can't

1:01:44

win. So like for the presentation

1:01:46

that I'm giving, I explained a little bit earlier about what

1:01:49

my process looks like. If you were to say, what would

1:01:51

it take for somebody to be unreasonably good, that it would

1:01:53

be impossible for them to not be a top 1% salesman

1:01:56

or a top 1% content creator? And

1:01:58

You said, what would that person need to do? Irrelevant from

1:02:00

outcomes would be the actions are evidence that they would

1:02:02

have to do prior to that thing That would make

1:02:04

it unreasonable that he couldn't succeed. And.

1:02:07

Then you do those things. What happens is

1:02:09

you realize that it's actually not that hard because

1:02:11

you put so much work into it in.

1:02:13

The barks from other people working is so

1:02:15

embarrassingly low that they then ask you how you

1:02:18

did. It must be easy. Consistency.

1:02:24

Doesn't. Guarantee that you'll be successful. But.

1:02:27

Not being consistent will guarantee one

1:02:29

reached success. You. Have a

1:02:32

productivity hack. An Easy productivity hacks.

1:02:34

Instead of spending time getting in

1:02:36

the mood to work. Just

1:02:38

start working. Confront the work. People.

1:02:40

Think they need perfect conditions to

1:02:42

start when in reality. Starting

1:02:45

is the perfect condition. A

1:02:48

married to that. I

1:02:50

love that! Because. If

1:02:53

you think. Like. I feel I have

1:02:55

you seen somebody always was optimize how much work

1:02:58

I do per unit of time and so I

1:03:00

was. In other words if we times earlier my

1:03:02

life was really romanticized by these like very extensive

1:03:04

morning or teams and supplement rituals and like all

1:03:07

the stuff of mental masturbation are on the work

1:03:09

that need to be done but when I looked

1:03:11

at two hours later nothing had actually gotten done.

1:03:15

The. Moment you begin working. Is.

1:03:18

When your output per unit of time, this up. And

1:03:21

so that makes beginning.

1:03:23

The. Single greatest fact that you can have for

1:03:25

everything else that you do and work because things

1:03:28

when you start working you start getting in the

1:03:30

mood to work. Relic everything else is procrastinating around

1:03:32

the work that you think you should do. But

1:03:34

like I have noticed for me at least I

1:03:36

have these. I've some big mental tasks you know

1:03:39

to me like big concert peace A big thing

1:03:41

that you need like you know it's get Roman

1:03:43

to effort. It takes me like five minutes of

1:03:45

actually being in it to get of a little

1:03:47

bit of of lay of the land to then

1:03:49

get into it. but I used to take hours

1:03:52

to delay to start the first five. minutes and

1:03:54

so my time compression of when i thought i

1:03:56

should start doing something when i started doing it's

1:03:58

overtime mrs compressor the point It's like the moment

1:04:00

I think that I need to start doing it. Sometimes I

1:04:02

just start it because then what happens, I get this open

1:04:05

loop. And so rather than complete work at like, cause a

1:04:07

lot of people are like, I want to complete it at

1:04:09

this really nice clean point. Stop halfway

1:04:11

through the Senate's cause it'll drive you mad. That's

1:04:13

the zygonic effect in full work. You know this

1:04:15

story, it's zygonic. I know. Wow. This is, it's

1:04:18

what that's way more than I do. That's what

1:04:20

you shut up. That's what you're leveraging here. So,

1:04:22

um, the zygonic effect

1:04:24

was a study originally done on

1:04:26

servers in restaurants. Okay. And they

1:04:28

realized you've ever been at a restaurant and a

1:04:31

server comes up and stands with the hands behind the back and go,

1:04:33

what would you like tonight? So, and you say, I'll have the lobster

1:04:35

roll and a glass of red wine and a blah blah, and you're

1:04:37

like, this motherfucker is not, he hasn't

1:04:39

got a pen or a pad of

1:04:41

paper, it's crazy. And then they go off

1:04:43

and what they realized was servers

1:04:45

in restaurants. What

1:04:47

unbelievably good at being able to recall exactly

1:04:50

what a table's order was while that table's

1:04:52

order was still open. So, uh, guys

1:04:55

in table 16, uh, they want to swap the

1:04:58

peas out for a little bit of extra rice

1:05:00

and they're doing this thing. As soon as the

1:05:02

table was closed, they couldn't remember

1:05:04

anything. So this is an open loop closed

1:05:06

loop system and it's built into the brain.

1:05:09

The brain abhors an open loop. It's

1:05:12

the same reason why Netflix cliffhangers at

1:05:14

the end of every episode guaranteed that

1:05:16

you'll watch the next one because you

1:05:18

can't bear the fact there's even novels

1:05:21

in the dark romance genre that make

1:05:23

guarantees that there won't be cliffhangers. They

1:05:25

make, they put it on the front or the

1:05:28

back of the book and they say no cliffhangers

1:05:30

guaranteed, which is people

1:05:32

have so much to say for it that it's

1:05:34

a selling point that you get the closure at

1:05:36

the end of it and finishing

1:05:38

halfway through a sentence reduces

1:05:41

the activation energy required to begin that

1:05:43

sentence the next day and it keeps

1:05:45

it in your mind too overnight. So

1:05:47

I think, yeah, whether you've

1:05:49

stumbled on it or whether you knew about it,

1:05:52

you've managed to leverage a pretty powerful piece of

1:05:54

psychology there. Going

1:05:56

back to the work thing, uh, another

1:05:59

one from you that I. absolutely adore. It just

1:06:01

takes work. Shit loads and shit

1:06:03

loads of work. Every time I

1:06:05

try and dress it up or cut a corner, I

1:06:07

get brutally reminded the work just needs

1:06:10

doing. The work doesn't care

1:06:12

who you are. It just

1:06:14

cares that it gets done. I'm

1:06:18

actually going to reverse quote David Goggins on this

1:06:20

one. But I love

1:06:22

this quote that he has, which he says, there's

1:06:24

no shortcuts for you, David, or there's no shortcuts

1:06:26

for you Goggins. I heard him say that. And

1:06:28

I just love that as a refrain, which

1:06:30

is that a lot of people look for a shortcut.

1:06:33

But the idea that you say like, they're not for

1:06:35

you, you don't get to use them. You

1:06:37

are immune to shortcuts. I

1:06:40

just love it because then it just further shortcuts

1:06:42

the path to the work that needs to get

1:06:44

done. And I wrote

1:06:46

that tweet on my, I

1:06:48

don't know, 11th run

1:06:51

of this presentation that I'm doing, because

1:06:53

that's a recent one. And so I

1:06:55

was, it was like 11 o'clock at night. And

1:06:57

so right now I'm working triple shifts, which is

1:06:59

not common for me. I usually do two, not

1:07:01

three. So for me in normal

1:07:03

work days, like I wake up, I start

1:07:05

working at six or seven, and then I go until about

1:07:07

six ish. So it's like 10 to 12 really

1:07:10

concentrated hours work. And that I can do six and

1:07:13

a half days a week, I usually take Saturday afternoons off. And

1:07:16

it's really just because at that point, I can't

1:07:18

work anymore and my brains do and then I get my one half

1:07:20

day and then I'm good to go. And I'm rearing to kick on,

1:07:22

you know, to work on Sundays. My

1:07:25

triple shift is I get, I go to dinner and I come back

1:07:27

at 730, then I work from 730 until 1130

1:07:30

or one or whatever, right? And

1:07:33

when I'm putting in triple shifts is when I know I'm

1:07:35

like really gassing it. And

1:07:38

that's, that's when I'm like repeatedly doing 16, 17 a day

1:07:41

of actual productive work. And

1:07:43

I hear the

1:07:45

same thoughts that everyone does, which is like, it's

1:07:48

not going to matter. Like, it's fine. You've like,

1:07:50

it's good enough. Like I hate that. Like it

1:07:52

makes me sick to even say that, right? Because

1:07:54

The thing that I like David Goggins, right?

1:07:56

He's got like, there's no shortcuts for you.

1:07:59

I would say. It. I. Have

1:08:01

two that are like my internal once. One.

1:08:03

That is probably the most common is I will do

1:08:05

what is required. And.

1:08:10

This. Work needs doing. And

1:08:12

there's just no way around it. And.

1:08:15

It's just it's just looking at the face of

1:08:17

the work and like smiling back at me like.

1:08:20

No. One else is gonna do it.

1:08:22

Twists and like. I.

1:08:24

Love that one. Like it when we're recording content in

1:08:26

the early as we're doing like a hundred shorts every

1:08:28

time we did it and he was direct a camera

1:08:30

and it was the only time I could fit it

1:08:32

in with all the profile of there are doing. And

1:08:35

saw us. It was always like I

1:08:37

will do it's required and that's been

1:08:39

a really helpful refrain from me when

1:08:41

I'm confronted with, especially when you know

1:08:44

what nice to get done and the

1:08:46

second one is. But. I'll

1:08:48

know. And.

1:08:51

So like even if it does go

1:08:53

well and even if everyone else has,

1:08:55

it's great. But. I'll know. And.

1:08:58

It'll then rob me of all of the

1:09:00

joy of all of those moments in that

1:09:02

experience, because I'll know. That I

1:09:05

could have done better in the thing

1:09:07

is is like to cook myself from

1:09:09

earlier like I've never regretted working harder.

1:09:12

Ever Not once. And some people like on your

1:09:14

deathbed you can like know because I loved every

1:09:16

moment of my day doing what I wanted to

1:09:19

do and I remember had a boss when I

1:09:21

am. My. First boss after

1:09:23

college. She said this

1:09:25

thing I had at up a particularly

1:09:27

good weekend and. She. Said.

1:09:30

I'm pretty sure. happiness. Is.

1:09:33

Stringing as many of those days and

1:09:35

arose you possibly can. And although I

1:09:37

hated the job, That. Piece

1:09:39

of Advice has actually been probably what

1:09:42

I has been my blueprint for How

1:09:44

to Live which is like my birthday.

1:09:46

It looks the same is my Tuesday's

1:09:48

which looks the same as my Sundays

1:09:50

you know what the original name. Pool.

1:09:53

for this podcast was is the only

1:09:56

time in history i've done branding my

1:09:58

entire adult life and with nights all

1:10:00

you're doing is coming up with brands. Paradiso,

1:10:04

it's tropical, there'll be a flamingo, a

1:10:06

skint, it's a cheap night, it's for

1:10:08

people to get fingered in the corner.

1:10:10

All I did was branding, I

1:10:13

was a branding guy, I'm pretty good at copywriting, all I

1:10:15

did was branding. The one time

1:10:17

I've had Divine Inspiration, 3 in the morning wake

1:10:19

up with the name was Modern Wisdom. The one

1:10:21

time out of every business, every night, every brand

1:10:23

I've ever come up with, that was the one

1:10:26

time. But on the list of the others, Mind

1:10:29

and Matter was one of them. The other

1:10:32

one was a quote from Tim Ferriss, it's called

1:10:34

Crushing a Tuesday. And he said

1:10:36

that what you should aim for in life is

1:10:38

for your average Tuesday. Not

1:10:41

the spectacular one-time private jet with

1:10:43

the friends to go for the

1:10:45

whatever, whatever, not the UFC

1:10:48

power slap launch party staring at

1:10:50

the back of

1:10:52

Dan Bilzerian's Dirty Mullis. Not

1:10:55

that. You want your average Tuesday

1:10:58

to look the way you want most of your life to do. And when

1:11:02

I think about the days that I look back on at the end of

1:11:04

my day and think today was a good day, invariably

1:11:06

it's the same few things. I

1:11:08

worked very hard on something that

1:11:10

I felt was worth doing. I

1:11:13

worked out and I spent

1:11:15

time with people that I enjoy being around.

1:11:19

If I do those three things, I

1:11:21

had a good day. And so that's been

1:11:23

my, Alex's simple blueprint for

1:11:25

doing things. And I think the point that you were making

1:11:27

earlier, I think it's worth hitting on again, which is just

1:11:29

that like most people's definition of

1:11:31

work is a negative one, which is why they abhor

1:11:34

it, which is also why they misunderstand so many people

1:11:36

who quote, I'll say quote here, are successful or ahead

1:11:38

of them or whatever, is that both

1:11:40

people, one person says the word work and the

1:11:42

other person hears the word pain. And

1:11:45

so the first

1:11:47

step to becoming more successful is understanding the

1:11:49

language that the people who are successful are

1:11:52

using. They're actually defining the word differently. And

1:11:55

so whatever That

1:11:57

thing is that you actually enjoy doing where you lose

1:11:59

track of. Time when you're in it even if

1:12:01

it's challenging. but usually it is challenging. Cry like it's

1:12:03

not so easy cousin, it's boring. Wrote is also why

1:12:05

the uncertainty thing is so key. right to not knowing

1:12:08

if it's You know if it's gonna work in Op's

1:12:10

you are going to work though he the rest of.

1:12:13

His that. The. People who are cool addicted

1:12:15

to work make it easy to be addicted to work

1:12:17

because they. Do

1:12:19

things worse? Doing. And. I

1:12:21

think a lot of it is coming down to

1:12:23

making sure that you take the few precious seconds

1:12:25

that we have to do the few things that

1:12:27

are worth doing for the rest your life. The.

1:12:31

More I listened to this, the better my

1:12:33

life gets. If they don't have

1:12:35

what you want, don't listen to what they

1:12:37

say. There's. No greater waste

1:12:40

of time. Than. Justifying your

1:12:42

actions to people who have a

1:12:44

life you don't want. That

1:12:48

was a message to my younger self. But

1:12:51

I'm I remember I got an

1:12:53

why won't open out of. Me:

1:12:58

See, I can say this the right way. I'm. Not

1:13:04

or to say or whitewash the names. So

1:13:06

I was with the family member and we're

1:13:09

all around the kitchen table is during the

1:13:11

holidays that have gone very much and. Face.

1:13:14

Kind of started attacking me. I'm.

1:13:17

And. They're like. I.

1:13:19

Would never live your life. You're

1:13:21

so unbalanced like attacking and I was

1:13:23

like. When. You say?

1:13:27

And. She.

1:13:30

Said. I

1:13:33

just would never do that. Nozick, I will.

1:13:35

What part of my life is unbalanced? As

1:13:37

like you feel like my house is unbalanced as

1:13:39

I do, You feel like my marriage. Is.

1:13:42

Unbalanced as eighty feel like my finances

1:13:44

are unbalanced as a what part of

1:13:46

my life to feel like is out

1:13:48

of. To set

1:13:50

up here you know I'm I'm not as good as

1:13:52

with words as you are and that was the and

1:13:54

I was like okay so the fact that you can

1:13:56

make a logical argument I'm not going to continue how

1:13:59

how that conversation once. But. The.

1:14:01

The teal the are of that was.

1:14:03

I really thought a lot about it

1:14:05

and. It. Came down to. I.

1:14:10

Wouldn't. Live your life, And.

1:14:13

My response to that is. Good.

1:14:16

Don't. It's

1:14:18

not your life, it's mine. Leave yours

1:14:20

the way you are in. I wouldn't

1:14:22

live your life either. intuit ends up

1:14:24

happening. They become these statements, these projections

1:14:26

that are not actually real. Now

1:14:29

on some level. Maybe.

1:14:31

They were saying that because there was envy in

1:14:33

that aspect of like wishing that was there in

1:14:35

that they were living that life. But in this

1:14:37

particular instance, I don't think it was. I think

1:14:39

the generally were trying to help. It was a

1:14:42

family member and he thought they were the I

1:14:44

was being misguided to. It isn't it? This is

1:14:46

an intervention. Let me hold the talking pillow Alex,

1:14:48

We've all come together as we care about you.

1:14:50

We really feel like we need to have a

1:14:53

conversation here. It is exactly what it was and

1:14:55

I got so angry. You.

1:14:58

Know angry and you.

1:15:00

Know you can hear Layla like having my back

1:15:03

like it's I'm I see the you can feel

1:15:05

the heat coming off of me as like I

1:15:07

go upstairs and ah how to how dare she

1:15:09

in either But he really just came down to

1:15:11

like her just saying. I

1:15:13

don't want to live your life and

1:15:15

I think the answer that question is

1:15:17

good. Don't. And I

1:15:20

think that has been one of the things that

1:15:22

is diffuse. So many of these like hateful comments

1:15:24

were people dehumanize your would ever admit you into

1:15:26

this ideal that they reject. It's like. You're.

1:15:28

Right! One of the things that are. I'd have a mentor

1:15:30

tommy say it's like when you're in an art with some

1:15:32

he's like like you're you're terrible person pov of of about

1:15:35

you to say you're right. And.

1:15:38

and then they have not the if they have nothing

1:15:40

to say and in just move on with your life

1:15:43

and so like. In. That way to

1:15:45

acceptance but of like. You or.

1:15:48

Your. Idea of who I

1:15:50

am that you hate so much. I.

1:15:52

Accepted. Argument With that. Even.

1:15:55

it be like we don't want to think what if i am

1:15:57

at i don't believe that but i can do that like many

1:15:59

conversations So I'm taking improv classes

1:16:01

at the moment because I'm doing my

1:16:04

first live shows in the UK and

1:16:06

Ireland. Oh, great. It's a live tour.

1:16:08

Congrats. Thank you. Yeah. Everything exists? No.

1:16:12

Solo. Stood on stage for

1:16:14

90 minutes. Comedy? No.

1:16:17

Just lessons. Yeah. Insights

1:16:20

and stuff. Probably some shit that I've learned today.

1:16:23

Anyway, we released it and every show sold out and

1:16:25

then got venue upgraded and then sold out again in

1:16:27

less than 45 minutes. Across

1:16:30

all of the dates, which was great, but then

1:16:32

scary because I now have to speak to like three

1:16:34

times as many people per night for additional nights on

1:16:36

top of what I thought. Anyway, I'm

1:16:39

doing improv. In improv, there

1:16:41

is one rule and the rule is don't

1:16:43

punk the game. So we're

1:16:46

doing some exercise where we need to make silly

1:16:48

noises as we pass this imaginary energy around and

1:16:50

I need to go like boing and send it

1:16:53

back and you need to go whoosh and pass

1:16:55

it on and all this sort of shit. The

1:16:58

one thing that you're not allowed to do is

1:17:00

not make one of the noises that's

1:17:02

allowed. Yeah. And I really

1:17:04

think about punking the game an awful lot and you

1:17:06

see it happen in podcasts. You see it happen on

1:17:09

TV. You see it happen and it can

1:17:11

be both destructive and

1:17:13

constructive, but it's always destructive to the people

1:17:15

that are trying to play the game and

1:17:18

it can sometimes be constructive to the person who

1:17:20

is punking it. So what you did is you

1:17:23

punk the game. That. We

1:17:25

are playing a game of tennis. We are hitting the ball back and

1:17:27

forth. Here I go. I hit the ball across the net and I,

1:17:32

where is it? Does it hit it back? Hit

1:17:34

it, hit it back to me. Like this is

1:17:36

the game that we're playing and you didn't move

1:17:38

reciprocally back and forth. You went orthogonally. You went

1:17:41

across on a different axis and you're like, I'm

1:17:43

not playing this anymore. This is a different game.

1:17:45

I'm not bothered. There's

1:17:49

not even words to describe what that

1:17:51

means. Now, the way that it can

1:17:53

be destructive is especially if

1:17:55

you're having, let's say,

1:17:57

a meaningful conversation, sometimes.

1:18:00

people who are uncomfortable with getting

1:18:02

into their emotions can use a variety of

1:18:05

different things. They can be skating, they can

1:18:07

be mocking, they can laugh, you know, because

1:18:09

they don't want to sit with the discomfort

1:18:11

of this particular part of the conversation. That's

1:18:13

punking the game in a way that I

1:18:15

think is destructive both externally and internally. That

1:18:17

was one that was destructive externally. It broke

1:18:20

the game, but it was constructive internally

1:18:22

and it is a way refusing

1:18:25

to play by the rules that somebody else has set

1:18:27

in a game that you didn't agree to is

1:18:30

the best prophylactic against

1:18:32

stepping into a situation that you do

1:18:34

not want. It's

1:18:36

one of the things that wealth

1:18:39

affords and

1:18:41

it's one of the things that freedom affords and freedom is

1:18:43

often downstream from wealth. Remember George, one of my really good

1:18:45

friends, been on the show like five times, George Mack, you'll

1:18:47

follow him on Twitter, he's fucking phenomenal. He was on

1:18:50

Fox and Friends yesterday talking about his cocaine phone

1:18:52

and his kale phone. What the fuck, what world

1:18:54

is this? I

1:18:56

remember before the

1:18:59

first time that I moved away to work, I've traveled a lot,

1:19:02

but it was always in between work. I never

1:19:04

traveled to work. COVID

1:19:06

happens, world gets shut down. Just

1:19:10

after Halloween, Boris tells all of

1:19:12

the UK, we're going

1:19:14

back into lockdown in three days time and all flights

1:19:16

are cancelled. So I messaged George and I was like,

1:19:20

I'm not doing this. Let's go

1:19:22

somewhere. He wanted to go to, I can't

1:19:26

even remember, some island that has 300,000 people on it.

1:19:28

And I was like, why don't we do Dubai?

1:19:32

It's a five hour flight. The weather's great.

1:19:34

I know people, it'll be fun. It's

1:19:37

not got 300,000 people on it. It'll be the Uber.

1:19:41

And I'll never fucking forget what he replied to

1:19:43

me with. I got up and

1:19:45

I paid 350 pounds for my

1:19:47

COVID fit to fly test before he was awake. But

1:19:49

he'd sent me a message the night before and this

1:19:52

is what compelled me to do it. He said, what's

1:19:54

the point in having fuck you freedom if you never

1:19:56

say fuck you? And

1:19:58

I was like, I was so

1:20:01

fired up reading that message and I was like,

1:20:03

yeah, why have I put all of this work in?

1:20:05

Why have I done all of these things if I don't

1:20:08

ever punk a game that I didn't agree to be a

1:20:10

part of? I think this

1:20:12

is really big if we go all the

1:20:14

way back to the earlier part of this podcast, when

1:20:16

you have the friends who are telling you,

1:20:19

oh, must be

1:20:21

nice, or you think

1:20:23

you're better than us, or, oh, so we can't drink

1:20:25

anymore. That's when you can be like, yeah. Then

1:20:31

what? Well, then we wouldn't be friends. You're not going to be friends

1:20:33

with them eventually, anyways, I promise you. Anyone who says

1:20:36

that you're not going to be friends with, if you want to

1:20:38

ultimately become the person you want to become, they're only going to

1:20:40

reject you harder and harder until eventually you have nothing to share

1:20:42

about. The only thing that you'll talk about is the past, which,

1:20:44

by the way, one of the great leading indicators of, at least

1:20:47

in my opinion, of a great way to

1:20:49

know when to cut a friend is when they only talk about your past. Punking

1:20:53

the game, and it's one of those really uncomfortable things

1:20:55

the first time you do it, but then you get

1:20:57

more and more comfortable with it because they're

1:20:59

like, I would never live your life.

1:21:01

And you're like, I know. This

1:21:07

relates to another one of yours. Don't trade

1:21:09

your self-respect for someone else's. It's easy to

1:21:11

lose theirs and hard to get yours back.

1:21:14

Yeah. But I would know.

1:21:17

But you would know. Yeah. Related

1:21:20

to the sort of cynicism thing that

1:21:23

we were talking about earlier, and I call it

1:21:25

the cynicism safety blanket that sour grapes at an

1:21:27

existential level. I

1:21:29

had Sean Purry on the show. You know, Sean,

1:21:31

you've been on my first million. He casually

1:21:36

dropped this. I don't think his episode is going

1:21:38

to be out before this goes, but

1:21:40

it's money. And he

1:21:42

said, the cynics get to be

1:21:44

right and the optimists get to be rich. And

1:21:48

From You, I Think the winner's mindset

1:21:50

sits in the uncomfortable place between two

1:21:53

surface level contradictions, extreme paranoia in the

1:21:55

present and unshakable faith in the future.

1:21:57

The Tension between the two makes them

1:21:59

all. Hard to beat today and

1:22:01

hard to outlast tomorrow. The cynics get to

1:22:03

be right and the optimists get to be

1:22:05

rich. One

1:22:08

of the biggest fallacies of the advice from people

1:22:10

who are in your current situation is that they

1:22:12

are right most of the time when you bring

1:22:15

a hope a girl home. Ninety.

1:22:18

Nine times out of one hundred when your

1:22:20

parents say she's not the girl I don't

1:22:22

like her, she won't last. They're right. Every

1:22:24

single time except for one time it matters the

1:22:26

end up marrying the person by like when they

1:22:29

say that you're not going to succeed like this

1:22:31

idea of yours is not going to last and

1:22:33

they're right every single time. except for the one

1:22:35

time that matters when you hit it big and

1:22:37

so it's one of those things where. They.

1:22:40

Are right more times but they are not

1:22:42

more right? So

1:22:46

good. Yeah, I am.

1:22:50

I wonder whether it's a function

1:22:52

of. All.

1:22:55

Of our opinions being permanently etched

1:22:57

in stone on social media that

1:22:59

it's very easy to seem smart.

1:23:01

Top heterodox idea if you go

1:23:03

against the mainstream. And

1:23:05

because. It's romantic. Oh,

1:23:08

I I I I had this alternative

1:23:10

in the I had this negativity. I'm

1:23:12

not. I'm not like one of the

1:23:15

sheep. I'll I'll I'll believe the things

1:23:17

are to be worse than they are.

1:23:19

And then if it turns out better,

1:23:21

guess what I say. Your expectations see

1:23:23

below. Congratulations. You can thank me later

1:23:26

like. That is. This

1:23:29

still down. British

1:23:31

culture at it's worst. Is

1:23:34

low Expectations. Low

1:23:37

expectations delivered through.

1:23:43

Satirical. Cynicism. The why you

1:23:45

doing that? That's lame spot for losers.

1:23:48

That's something that we wouldn't do. You

1:23:50

should stop doing the different things. Tall

1:23:52

Poppy, you're the one that gets cut

1:23:54

down. And. It's.

1:23:58

All. that it's Like all

1:24:00

it shows to me now is

1:24:04

a kind of groupthink Almost

1:24:07

like the worst kind of

1:24:11

Mental telepathy where everybody believes

1:24:13

the most unuseful thoughts that

1:24:15

everybody else has At

1:24:19

scale and all

1:24:21

it does is lower the bar that

1:24:23

you need to get up. I Think

1:24:27

it's that that you're right thing, which is

1:24:29

someone says that's lame That

1:24:32

sucks blah blah blah and you say like

1:24:34

you're right it does You

1:24:37

just keep punking the game like when anyone comes to

1:24:40

try like like they're they're playing a different game than

1:24:42

you So you shouldn't try and play by their rules

1:24:45

Because they're gonna try and get you to play their game

1:24:47

so that they can beat you at the game Which is

1:24:49

the status game of that little circle? But

1:24:51

you're playing a much wider game that includes more

1:24:53

players And so even though

1:24:55

locally you have these your your

1:24:58

incoming information that you're taking in is disproportionate

1:25:00

of your people that you're not actually playing

1:25:02

against and so it's basically

1:25:04

just noise it's irrelevant because if you look

1:25:07

on a long enough time horizon the likely that you're acting

1:25:09

like I mean again, I think about

1:25:11

death a lot but the

1:25:13

idea that When

1:25:16

I die People will be

1:25:18

dividing up my assets arguing over who gets what

1:25:21

there's gonna be a caterer at my funeral some

1:25:24

people won't make it because Something

1:25:27

came up and they got busy and

1:25:30

then the few people that are there are probably no one

1:25:32

that I have in my life Right now and

1:25:35

the fact that every single person that I have in my

1:25:37

life might not even make it to the funeral to speak

1:25:39

Over me while I'm dead. It's like why on earth would

1:25:41

I listen to them while I'm alive? Like

1:25:44

they can't even make it to probably the single

1:25:46

most important in you know Personal day of someone's

1:25:48

life is someone's funeral right the one time you

1:25:50

can pay your last respect and they don't even do

1:25:52

that And so it's like why would

1:25:54

I give any weight to what these people

1:25:56

are doing? When They're not even gonna be there

1:25:58

on the day that matters most. And six. Months later than

1:26:00

I remember who I wasn't Anybody who's had a

1:26:03

death in their families recently knows that in the

1:26:05

moment it's terrible for you and six months later,

1:26:07

life moves on. But the thing is is that

1:26:09

we just never pain ourselves as person dies. But

1:26:12

to me that incredibly free because then it's

1:26:14

like. If. Six months after I'm

1:26:16

dead, no one is going to say my name known

1:26:19

as can remember what I did. The.

1:26:21

known scan it then it doesn't matter what I do

1:26:23

today and I think that some people seat is really

1:26:25

a hopeless but I see it is very hopeful because

1:26:27

me with absolute freedom and we can do crazy shit

1:26:29

like why have fucking money if you can say fuck

1:26:31

you. Learning

1:26:34

as a spectator sport it comes from

1:26:36

during, which means if you're not doing

1:26:38

the stuff you consume every day, you're

1:26:40

not learning. You're. Just procrastinated. who

1:26:42

is is fun or it

1:26:44

some advice and terms. Learning.

1:26:50

Missy. This way. Intelligence.

1:26:55

Means. Rate of learning. Like.

1:26:57

That's what that's what Mm right Arbor operationalize

1:27:00

inwards. So Rate of Learnings intelligence to Denny

1:27:02

which means it's a rate not a not

1:27:04

an attribute As an aside which then means

1:27:06

you have to define learning. Learning means same

1:27:08

condition, new behavior. So if I pull up

1:27:11

a red card and then a sop you

1:27:13

and then I have a red card again

1:27:15

and then you doc. you've learnt if you

1:27:17

wake up every day and life shows you

1:27:19

a red card and then you don't doc

1:27:21

and you don't change the new, have learned

1:27:24

nothing. And so if you go to a

1:27:26

weekend and you go to a workshop. And

1:27:28

then the next day you go back

1:27:30

and you do the exact same activities

1:27:32

in the same conditions and you have

1:27:35

no new behavior. It means you learned

1:27:37

nothing. It also means you're stupid. Because

1:27:39

it means your rate of learning slow. So

1:27:42

if someone is intelligent I can show them

1:27:44

the red card and on the first go

1:27:46

they change their behavior and so. By.

1:27:48

defining intelligence that way and defining learning

1:27:51

that way it allowed me to start

1:27:53

thinking what i want to be smart

1:27:55

and this circumstance had this arc homelessness

1:27:58

and so the next house see this

1:28:00

circumstance, this red card, I'm going to change my

1:28:02

behavior. And so when we consume the information that

1:28:04

you have on this podcast or whatever it is,

1:28:06

there's probably a circumstance, whether it's a conversation that

1:28:08

you're supposed to have but you're aren't having, it's

1:28:10

a decision that you need to make but you're

1:28:12

putting off. That's the

1:28:14

red card. It comes up again. And

1:28:17

the question is whether you're gonna get slaps or you're gonna duck. And

1:28:20

that's whether you know whether you learned or not.

1:28:22

And every time you get shown the red card

1:28:24

and you do the same exact thing, you just

1:28:26

proved to yourself that your rate of learning is

1:28:29

slower. And so

1:28:31

for me, I wanna have that evidence that I learned

1:28:33

quickly. And for me, that's why people see me as

1:28:35

ruthless as you said, because I'm willing

1:28:37

to cut relationships. Because if I think that I'm

1:28:39

going to eventually cut the relationship, then

1:28:42

why would I not cut it today? Because I might

1:28:44

as well start enjoying the benefits of cutting that relationship

1:28:46

as soon as humanly possible. Alex

1:28:50

O'Mosie, ladies and gentlemen. Dude, I love you the bits.

1:28:52

I genuinely do. I think

1:28:55

the work that you put out, the messages that you put

1:28:57

out are very, very needed. And

1:29:00

yeah, I could do this for

1:29:02

days. We could run this back

1:29:05

literally for days and days and days. So this

1:29:08

is gonna go out after your big event. Where

1:29:10

should people go to support you to learn more about

1:29:13

the shit that you do? And what have you got

1:29:15

coming up? Well, I've got my next book, $100 Million

1:29:17

Leads. The first book is

1:29:19

$100 Million Offers with the interest of the question, what should

1:29:21

I sell? So a lot of people are like, what should

1:29:23

I sell? It tells you step by step everything you do,

1:29:25

like worksheets, I have a free course that goes with it.

1:29:27

You don't even have to opt in. It's on my site,

1:29:29

acquisition.com. You can just start watching it. I

1:29:32

think the Kindle for Offers is $1.99. Try

1:29:35

to make, I mean, our mission is to make real

1:29:37

business education accessible for everyone. $100

1:29:39

Million Leads has been six hours a day, 6 a.m.

1:29:42

to 12 p.m. every day for the

1:29:44

last two years. So the first six

1:29:46

hours of every day has been dedicated to writing that

1:29:48

book, which is why I have 19 drafts, four full

1:29:50

rewrites. There's 106 hand-drawn images

1:29:53

that went in the book that I put in there. And

1:29:56

I'm gonna be releasing it at this event that Chris and I were

1:29:58

talking about. So you're

1:30:00

gonna be listening to this after that event. So

1:30:02

you can go on Amazon, it'll be available there,

1:30:04

or you can look at acquisition.com because there'll be

1:30:07

a course and things that you can go through,

1:30:09

free materials. And that, the $100 million

1:30:12

leads answers the question, who do

1:30:14

I sell it to? And so you need leads. So

1:30:17

you're like, okay, great, I have the thing I'm gonna sell, how

1:30:20

do I go get people to find out about it? And so a lot of

1:30:22

the things that I have in the book are defining some of the terms that

1:30:24

people hear a lot, which is like, what

1:30:26

is a lead? What is advertising? Advertising is the process

1:30:28

of making known. And so if no one knows about your

1:30:30

stuff, no one can buy it. And so the reverse of

1:30:32

that is everyone knows about your stuff. And that book will

1:30:34

show you how to get everyone to know about your stuff.

1:30:36

And the reason I made the event as big as I

1:30:38

did was because I used every advertising method in the book

1:30:40

to advertise the book itself. So offers was an

1:30:42

example of a grand slam offer, how do you make something so

1:30:44

good, everyone feels stupid saying no, which is the sub headline of

1:30:46

the book. And so offers in

1:30:48

and of itself was a grand slam offer, which is what

1:30:51

I argue that everyone should have. It was a $2 book

1:30:53

that comes with a course, comes with worksheets, all these things.

1:30:55

And $100 leads, the way that I wanted

1:30:57

to exemplify and meta show demonstrate that the

1:31:00

contents of the book work today and will

1:31:02

work tomorrow and will work in 100 years

1:31:05

is because humans haven't changed. And so the process

1:31:07

of making known remains the same because our hardwiring

1:31:09

is the same. So you don't need to know

1:31:11

the Instagram hack because my first ever advertisement was

1:31:14

on Facebook and I don't do anything on Facebook

1:31:16

now. And it doesn't matter. And as soon as

1:31:18

YouTube and podcasts and all those things die, the

1:31:21

principles remain the same despite the platforms changing. And so

1:31:23

that is what I wrote each of these books because

1:31:25

I want them to be around in 100 years. And

1:31:28

that's why I spent so long on them. But

1:31:30

I'm very proud of the book and I think it's my best

1:31:32

work to date. Alex, I

1:31:35

appreciate you. Thank you, man. Thank you.