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A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT

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no one's effing coming to save you no

one's going to make you better at your

business no one is going to get you to

be a better Persuader of people or

framer of people other than you what

would you say to someone who's still

living in that delusion wake up the

thing is it doesn't actually matter if

it is your fault but it is your problem

you have to solve it cuz no one else

will that allows you to actually do

something about it if you make a 100

cold calls whether you hate it or you

love it or you're meant for it you make

the calls and you practice the script

you'll get business you can also get

business and make money even if you

don't deserve it but the idea that I

could still have it anyways and not

deserve it if I only did the things that

got it was like it was kind of like in

the in the weightlifting world that the

iron is the iron whether you're black

you're white you're a woman 500 lb to

500 lb like the actions that create

success are often are kind of the same

way anyone can do the thing and get the

result no matter how they feel about

freeing

the rocky cutscene lasts 2 minutes in

the movie but it can Last 5 Years in

real life there is no background music

there's no audience waiting to cheer for

you and you don't know that you're going

to beat Apollo Creed so you're in it for

5 years and I think the hard part of

Entrepreneurship is the uncertainty that

you don't know if it's going to work out

but taken to the other natural extreme

if you did know and you were guaranteed

that it was going to work it wouldn't be

worth it we want a guarantee from a

world that doesn't give any and the fact

that it doesn't give a guarantee is what

makes it worth it to the person who is

still you know plugged in and waiting

for someone to save them someone will

save you but it's you future you the

better you the person that you've been

waiting to become it's not good it's

outstanding it's [Music]

truth hey it's Ed myad I just wanted to

thank you for being here and I would ask

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so much welcome back

everybody this person sitting across

from me he's been on the show before you

guys all went nuts when he was on but I

got to tell you he's probably the person

whose content I share the most on the

planet because I think it's that good um

I really really like a lot of people uh

in the business space I admire and

listen to very few and he has risen up

the list for me of the people that I

admire and I listen to the most because

his content is so good his message is so

good because it's based in actual

results and actual experience my guest

today is Alex heroi welcome back brother

thank you for having me and um such a

gracious introduction I just to

apologize ahead of time the audience

there's there's no way I will live up to

that but I'll do my absolute hardest

I'll try my hardest he will 15 minutes

in he will have exceeded it by the way

he's got a new book out called hundred

million do leads how to get strangers to

want to buy your

stuff and uh I think it's the book

launch I told you this off camera I've

heard the most about ever he had a few

people participate in it how many did

you have tell them yeah we had 500,000

people who uh signed up for the event we

had just under 200,000 who clicked to

join live um the moment we we launched

it was uh it was wild it was City and I

said to him I said well how'd you do it

he go actually I did the stuff in the

book yeah give us a couple specifics of

what that means I'm going to give a

little bit more context and I'll give

the the better answer so $100 million

offers which is my first book was an

offer about making a proposition to

somebody that they would say yes to so

how to make offers so good people feel

stupid saying no and the first question

that you need to answer when you're

entrepreneur is what do I sell right and

so you make an offer and that's why that

was the first book and so the offer book

itself was what I would consider a meta

book as in it both the goal was that I

demonstrate the concept while also so

with the book while also teaching about

it in the book and so the book itself I

I pered it for $1.99 and it came with a

course that most people charge $5,000

for and I gave that away for free and

did no paid advertising whatsoever and

it continues to sell 25,000 30,000

copies a month this month obviously way

more than that because the launch and

whatnot but uh but it does more every

month than it did the month before and

it's still top 100 two years later now

the next book answers the next question

so once you have something to sell then

you're like well who do I sell it to

yeah and so you need leads and so that

was why the second book is $1 million

leads and so

leads mean a lot of different things to

a lot of different people but most

people agree that they're the first

thing that you need to have to get new

customers and so the thing that creates

a lead and when I was trying to go

through this book I was like what is a

lead and so I had a buddy of mine asked

me that question and I I stumbled for I

was like you know a lead and he was like

no what's a lead and so I was like you

know it's uh it's someone that you you

know uh you get name phone number email address

address

and he's like okay um if someone follows

you on Instagram and you can message

them are they a lead I was like well

yeah I guess they would be a lead he's

like okay well if I subscribe to YouTube

am I a lead then I was like no I I guess

I guess not it wouldn't be because I

can't I can't contact you in any way and

so we started going through all these

things if someone if I knock on

someone's door they elad right and so we

started going through it and so we come

up with a lead is a person you can

contact okay now from there you're like

well there's a lot of people I can

contact which then gave me the

conclusion that what people say they

want is leads but what they really want

are engaged leads which is a person you

can contact comma who's shown interested

in the stuff you sell would you call it

qualified lead that be the next level

okay so yeah if you're looking on the

lead cont you've got unengaged lead

engaged lead a qualified lead and then

yeah and then you go into customer and

whatnot and so uh so then the question

is how do you go from an unengaged lead

to an Engaged lead and that one that one

flip just from there to there is the

entire book after that point where

someone raises their hand and says I'm

interested in your stuff that is where

the book ends okay and so I wanted to

show people how to get strangers to want

to buy their stuff not to buy it because

that would be sales but how to want to

buy their stuff and so in going through

this um we made two four boxes and this

took it's awesome 100 iterations looking

at it again last night it's awesome it

was really hard like as crazy as it

sounds because I came into it with a lot

of the preconceive I was like what what

about earned media what about owned

media like I had all these I had to

deconstruct everything into simply you

can talk to people one-on-one and you

can talk to people one to many and there

are people who know who you are before

you talk to them and there are people

who don't and those the those are the

four variables so if you're one to one

to friendlies that's a warm reach out if

you're one to one to strangers it's a

cold reach out if you're one to many to

friends it's when you post content it's

your audience who knows you and if

you're doing one to many to people who

don't know you it's paid ads gosh that's

good okay and so those are the only four

ways that a person can let other people

know about stuff anything at all like if

a girl is like I just slept with six

guys she's advertising what she did she

let people know about it right and so

advertising is the process of making

known that's how we Define it and so

then you're like well if those are the

only four things that I can do to let

other people know about stuff are those

the only four ways to advertise and so

the answer is kind of like yes and no

because the other four are what I call

lead Getters and so lead Getters are

people who let other people know on your

behalf yes and so they are where you get

the greatest amount of Leverage in

advertising because for example if I

were to say okay I'm going to hire uh a

a recruiter who brings me Affiliates

every month and so I hire one person so

I do whatever amount of work it takes me

to hire one person and then I go and I

sip my Ties on the beach which we know

that's not true but just for the example

now that person works every hour of

every day bringing Affiliates in and

then those Affiliates then either they

do one of the core four they reach out

to their friends they reach out to

strangers they post content or they make

ads to Their audience to tell them about

my stuff okay for money free stuff or

both that's the incentive and so that is

an example of a lead getter and how one

day's work might create zillions of

dollars on the back end by just having

having leverage getting more for what I

put in and so there are four the first

is customers so you do the core going to

ask you yeah you do the core four to get

a customer now that customer can then do

the core for again to get you other

customers do you feel that there's a uh

priority among others in other words

when you were saying it I'm like

customer might be the best one oh yeah

for sure the reason I would say customer

is more important isn't as much about

the customer but about what would make a

customer want to refer is typically an

exceptional product and so if you have a

better product like you can incentivize

any affiliate if you put experience

right exactly so I'll I'll quickly go

through the four lead Getters and then

and then I'll I'll explain the whole

cycle in in total so you have customers

you have Affiliates which I talked about

just a second ago which looks like a

customer referral but it's a little

because it's it's another business who

refers their customers to you you've got

um agencies who can do the core for on

your behalf they can run as they can

post content they can do Outreach all

for you because there are agencies who

do all those things and then you have

employees so like I didn't I don't make

my content I have a team of people who

make content for me and so you can see

how the first four things are the only

things a human can do to let other

people know about stuff to

advertise the other four are the people

you get from advertising who can then do

the advertising on your behalf and so

the long-winded answer for like how did

I get 500,000 people there is that I

purposefully took the 24 months leading

up to that because once offers launched

everything was about lead so I knew that

the audience didn't know that but

everything that I was doing was knowing

that in 24 months I was going to have my

next book come out and so I wanted to

use every tactic or method in the book

to advertise to advertise the book so

that's the whole meta concept the first

one is I had to make a meta offer like

the book itself is an amazing offer so

good people feel stupid in saying no and

then 100 million 10000 million leads I

wanted to get as many strangers to want

to buy my stuff using warm Outreach cold

Outreach uh posting content running paid

ads getting customer referrals

Affiliates agencies and employees launch

itself is validation of the book itself

yes keep going and so the thing that

always grinds my gears and I think what

I've I've strived really hard to do uh

with the content that I make Etc is that

I always want the proof to be undeniable

and so like I I started the presentation

for the book launch with this little

picture of a book that says how to

Market a book and it has 14 reviews on

Amazon and whoever wrote this book I

hope I I'm not just like just destroying

you that's not my goal I blacked out the

name I don't know who it is um but I

don't need to read the book because I

already have evidence that the person

doesn't know how to Market maret a book

because if they knew how to Market a

book they wouldn't have 14 reviews so

like I have real world evidence that the

contents of the book are

irrelevant and so I wanted to do the

exact opposite of that which is if

you're going to have a book about

advertising it should be advertised

better than anything and so that was

exactly what I wanted to do was just

lean really hard on that and

purposefully use only the things that I

have in the book and so which was

actually kind of fun for me so like when

we when we scripted out the ads I have

an ad ad creation framework that I just

I just used the framework that I

introduced in the book only and with the

Affiliates I had the the structure that

I set up in the book I used only um like

I call talk wh whisper te shout which is

kind of like the method that you do to

launch anything or at least that I used

to launch anything um you know like we

used agencies when we didn't have to

because I wanted to have an agency run

it so I could talk about that and then

obviously the team did all the content

and so we used all eight methods to

promote the book and then that is what

resulted it we had 137,000 people came

from Paid ads we had 104,000 people who

came from Affiliates we had 27,000

Affiliates sign up to promote the book launch

launch

we had we had just under so just sorry

just over 200,000 people that came from

content um and then we had what am I

miss saying and then referrals the rest are

are

referrals do you by the way everyone

hearing this right now it's amazing to

me obviously the detail of the book and

all of that is one thing the other thing

is that how many people all the concepts

you just describe to them even if they

were at the book launch it's still four

of them meaning they still look at

business almost like a linear

transaction in other words they're this

is a simple analogy look here's how I

got wealthy I don't play Checkers in

business I'm playing chess I've got

multiple moves that I'm already making

in front of the other one that set up

something else most people are like I

just got to get this client and then

once I get that I'll breathe out loud

and then I'm going to go through this

arduous grinding debilitating

horrific self-loathing process to get

one more right the power of one more

that's what myet says and do you agree

with that though does it still blow your

mind how many people still don't get

progressive marketing that stacks on top

of one another funnel is a terrible word

but there's multiple funnels Happening

Here meaning you've got the affiliate

funnel you've got the paid ad funnel if

you choose to do it that way you've got

your content or client referral funnel

yeah but most people in their businesses

they're still what you just did is so

brilliant there like washing over them

still even of the half a million people

that were there you and I know this it's

they they they're picturing how business

Works fundamentally incorrectly would

you agree with that I think so and I

think part of it is I would so I would

say it's more like a like at least from

my perspective like an incomplete

picture um so they they see they can

usually you can only see as far as like

what's in front of you and so if you are

barely making rent you know what I mean

and you're barely making payroll it's

really difficult to think about brand

you know what I mean and so it doesn't

make it less important though but it's

just really hard and so you know for at

least the the prescription that I have

in the book for advertising is pick one

method you can pick warm reach outs you

pick cold reach outs you can pick you

can pick making content you can pick uh

running paid ads and those are all the

things that you can do and I start there

because most people reading anything in

business are usually the ones doing it

for the most part and so we start with

the core four that a person can do but

of course all four work better together

yes now you can just do cold calls and

you can you can build a business you can

just run PID ads you can you can build a

business but if you do cold calls run

ads and have content that people consume

when they click your ad they consume

some content and then they complete the

transaction or they you do a cold call

they they take the set call and between

the set and the close they go to your

profile they read some stuff they watch

a video to and they're like oh this

guy's legit now if you didn't have

that the likelihood that you close them

would be way lower but you would

attribute the failed close to bad cold

calling but you could have given the

assist with brand with content let me

ask you a hard question I bet I bet no

one's this and if they have cool but I

was thinking at your work and it like I

was going through all of it last night

again and I was thinking okay I want to

ask them the tough stuff like the stuff

no one's going to ask him an interview I

want two entrepreneurs pushing one

another to figure this out even together

okay so what if the sales cycle of your

product is different does that dictate

which way you should go so let me give

you an example I'm marketing a book

that's a tangible product that can be

acquired instantaneously yeah let's

switch it let's make it a hard one I'm a

realtor yeah I'm in the mortgage

business I'm in the Insurance business

this sales cycle is a little bit

different it's not necessarily A to B

bam we've got a client yeah does that

change your methodology and let's walk

through a real world one I'm a realtor

let's use what I think is maybe the

hardest one to make the application fit

on some Cycles do you pick a lane all of

the lanes and does that matter that the

product isn't a consumable can of Coca

or a bottle of water but it's a

transaction experience that you're going

to have to go through in the sales cycle

I don't think it would matter at all

okay so if we were to just let's fill in

the fill in the boxes if we if we will

so like if you're a realtor warm

Outreach is going to be you reaching out

to your friends and family saying do you

know anybody who's interested in buying

a house now ideally you probably not

start with that because that's what

every realtor says so it might be

something like hey what's your dream

home or something like that and then you

can start talking about something more

interesting believe me I'm not in the

real estate space so hopefully there' be

a better hook but that would be the idea

cold reach outs is you're you're just

dialing numbers that are close to you or

cold emailing or you know that is that

is cold reach out uh if you're you're

making content you're talking about the

houses that you're selling and many

Realtors do that um and then you have

paid ads which also plenty of Realtors

either generate buyer or seller leads

that they call and then they can help

them sell their house so either they

list houses and they show these you know

six or seven carousels of cool houses

and they get buyers or uh they talk

about recent sales and then and use them

as case studies for like here's the 17

steps in the process we took this house

from the owner thought they could sell

for 500 I sold it for 575 and this was

the 60-day process we ran through if

that sounds interesting I can walk you

what I would do for your house whatever

so that would be the core four but a

good realtor should also have friends

who are an to the industry so it might

be uh you know Lawn Care people it might

be uh I know there's regulations around

loans and kickbacks and things like that

but like still cleaners anybody who's

does Home Services you can still get

referrals from them which would be an

affiliate right now customer referrals

is you sell the house and you ask them

for friends or before you sell the house

you ask them for friends or sometimes

they just do it on their own because

they actually like you and you did a

good job right from an agency

perspective you could hire agencies to

do any of those things and then if you

have more if you're if you're a bigger

realtor and you have a team of people

then you can use your employees to do

any of those things on your behalf and

so the core four and the four lead

Getters work independent of whatever

business you have because they are

simply the only ways that one human can

tell other human about stuff it's a fact

so let me give you an example I have

several homes listed right now just

different things I'm doing I'm just

thinking through what you just said one

of the homes I've listed they literally

knocked on my door as a cold call yeah

and the fact that they did that they

make a lot of money too I was like this

is my lady yeah so that's one of them

the other one I have an interior

designer yeah referred me the realtor

that is now listing my house that isn't

that interesting and the third one just

literally had a digital footprint MH

that I saw their digital footprint went

to their brand was validated by other

significant properties they had sold and

they're listing that property so what he

just said I just gave you in my own life

validation of all three of those methods

right there off the top that I'm

currently using currently in the MLS

with three people in that industry

exactly the way that he just described

but I wanted to push you to describe it

first because that's the theory here's

why I think you're this way

too there's validation and then I want

to push the theory to the extreme most

difficult measure to see whether it

passes the take an on water test yeah

and that's what it does for

me number one thing I want to ask you

someone's an entrepreneur they're

listening to this and they are not

getting enough leads in

general and they're they're literally

thinking that what I'm going to do is

I'm going to continue to do just posting

stuff on my Instagram over and over

again and people are going to magically

appear if there's one step now I should

take to change my tactic first thing I

should do aside from get the book get

the book would be what so if I needed to

make money tomorrow yes and I was that

guy yes it's the first of the core four

in the book which is warm Outreach and

so what that means is I go through my

email and I look at every single contact

that I already have already in my email

list I open up my iPhone or my Android

and I go down my contact list and I

download that and I export it and then I

look at every one of my social media

profiles I've got 700 followers on

Instagram I've got you know 400 friends

on Facebook and I list out all the

people into one Mondo Excel sheet that

is my first leads list yep and I reach

out to them and I open with something

that has nothing to do with my

profession which usually has something

to do with their life and so I take the

30 seconds before I message everyone

because you only have a fixed amount of

people and I would say what's new in

Sarah's life Sarah just had a kid Sarah

just moved Sarah just had a baby Sarah

just competed in tough mutter whatever

and then that would be my opener and

then then it's house things right and

then once you have house things then you

transition you can you can move the

conversation into whatever Direction you

want if I'm selling Fitness I would say

oh well how do you have time to you know

cook cook food and and get in shape if

if it was uh you know I was career

coaching i' be like how are you making

time for work in your career goals if I

was talking about if I was selling

therapy I would say like how's your

mental state with like crushing all

these goals but like are you taking time

for yourself like I could you know what

I mean like I could sell anything from

Once I just know once I have their

attention and we use something that

called the ACA framework which we learn

from the gym world but it works with

anything it's really just how to talk to

a human being but is acknowledge

whatever they said complement them on a

legitimate compliment and then ask the

next question and so a lot of people

just don't know how to have a

conversation and so whenever someone

says you know I you know I did the tough

mutter I would say it's so cool that you

did the tough mutter compliment which

would then say something like

that's like that's so tough of you um

you know um it's so cool that you take

that time to to push yourself you must

be that type of person I would label

them with something that I want to use

later in the sale and then uh so and

then the ask is let me move the

conversation forward right and so that

is I then have my big list of every

single contact that I have and I start

with the open hook that's personalized

to them and then I move them through ACA

and then I set them up for a 10-minute

qualification call of some sort to just

to make sure that they like whatever it

is and then I would set up for a real

conversation so and if you're curious

what does that 10-minute call look like

yes it's uh so I use something called

The Closer framework and it's not that

this is the perfect way to sell it's

just it's a it's a simple uh acronym

that I used to organize sales scripts

and so C is clarify why they're there

right because they got on the phone for

a reason or they decided to respond back

to you for a reason and so it's the

first obstacle that comes up in any sale

is someone says I just wanted more

information well no they didn't they got

there because they have a problem like

you're not just hopping on phone calls

for information all day of course you're not

not

right like you can make that joke if you

want to really good right and it's like

well what because then you just clarify

like what problem do you want to solve

like six months from now what do you

want to have happen and then then the

person's like well I you know I can't

fit in my jeans anymore you're like

right boom I've clarified where they're

there then you restate it with L label

them with a problem so to be clear

you're not the weight you want to be

you're currently how much 200 lb what

would you like to be my high school

weight what's that 130 got it Gap Okay

cool so then we go c l now we go to O so

this is the closer framework o is

overview their past experiences this is

what I call the pain cycle so you say

what have you tried so far how did that

work for you what did you like what did

you not like whenever they say the

things that they like you mental note of

that so that when you present Your

solution you're going to talk about and

tie the things that they liked about

part of their buying map uhhuh and then

the Pain part is where they're like oh

this was terrible it's too hard to

follow they didn't pay attention to me

no one followed up blah blah blah and so

then it's like well what else have you

tried and so we just keep doing until

we've exhausted all the pain and

whenever you bring up past experiences

it always aggravates and increases

importance like in in the political

world whatever the new cycle is on

people will say is the most important

issue of the election and it's really

just whatever the media chooses to

whatever piano key they want to play on

everyone's emotions that month but it

works the same way on a micr level in a

sale so whatever you're talking about

the pain cycle is going to be the thing

that they now think is more important

maybe my health is more important maybe

my the CLE cleanliness of my house is

more maybe I do need insurance like

whatever it is right um and so in a set

call we stop there so you basically go

CL clarify label overview the past

experiences they're in the middle of

pain and you're like I think I can

totally help you I don't have time right

now let's put a much long cuz this is

like a cold like basically it's a set

call now if someone has if if you're if

you're selling a smaller ticket thing

then you can go Cradle to grave right

you can go to cl to cloes if you want to

but if you're selling an insurance

product you're trying to buy you know

get them to do a house or do a longer

sale then cool then let me put some

stuff together for you so I can give you

a much more informed answer but I think

we can really help you can I ask you a

question before you do that do you get

any commitment from them like if there's

if I can end up helping you or you open

them solving the solution for you or do

you not get any hook close at that point

yeah we call the Integrity tie down so

yeah we um yes we have uh we have this

big checklist that we call the lead

nurture checklist but it's like 17

things that we that we do whatever like

we take on a portfolio company um we

always look at their show rates on

appointments and we can usually take all

show rates even in the coldest prospects

to 85% but it's it's l like everyone's

like what's the one there isn't one

thing you have to do like 17 things that

each bump You by 5 to 7% but I like it

so you're going to end the conversation

there with some probably minor

commitment CL that if you can solve the

problem they're going to move forward

when you get back together 100% And so

then when we go to the second call we

still go through clo again and you be

like again you're like sure will and you

just dive a little bit deeper into all

of them and then you go SE so s is sell

the vacation and I use This Acronym uh

this moniker because I say you want to

sell the vacation not the plane flight

and so a lot of people when they when

they want to sell stuff they talk about

the widgets right they talk about TSA

they talk about checking their bag and

taking their shoes off and who they're

going to sit next to on the plane and

the seat and how long the flight's going

to be and modules and the services and

whatever but people just want Maui yes

and so you should be describing the

beach and the ocean and that what

they're going to experience the moment

they get into the hotel room right and

they can open up the the curtains and

they look out the window like that's

what we should be describing not how

they're going to get there so you sell

the vacation and then ER is explaining

with their concerns so once you sell the

vacation that's when you make the ask

and then enr is okay if they don't say

yes immediately totally reasonable most

people don't uh expect no yeah train for

no cuz that's where you make the money

um and then we explain where their

concerns and so you know for for us I I

train on three major obstacles which is

they they correspond to distortions of

reality um from uh Dr Albert Ellis yeah

and so you've got people who are upset

at the universe so circumstances you

that's on the outer outermost layer and

then the next level underneath and this

is like an onion so if someone says no

and they say time money this isn't the

perfect fit for me all of those are circumstantial

circumstantial

and that's the easiest thing to say and

that's the first thing people say when

they say no the second level underneath

of that is other people so first people

are obset and distorted about the

universe everything's unfair nothing

goes my way the next level is because of

insert person blame finger goes out my

kids my husband my co-workers my mom

whatever it is won't let me do this

thing and so they put all the power in

the other person and so we have to break

that apart and get somebody who's in

power who can actually make a decision

and usually I am a a big believer in

sales being an actual empowerment

conversation because if you're talking

to an empowered decision maker who's

informed that's the only person you want

to talk to and I believe a well

structured sales conversation can

increase the number of people who are

that person agreed and so uh the final

layer the deepest one um is is

themselves right and so they they have

their own fears that they have to

overcome um and doubts about what's

going to happen and so we work through

those those layers uh until we

eventually have a person who has now

made a decision and so when we can do

that I'm a big believer in like try and

get yes and no not not to be not to be

like hard closing but just so that if

someone doesn't give a decision then we

want to walk them through how they make

decisions so that they can make a

decision about your product and so as

we're going through so that's that was

basically just like the explaining way

concerns and then finally R is that the

person says yes and you reinforce the

decision and so a certain percentage of

sales especially in high high volume

transactional sales

organizations people back out they get

cold feet Etc and so what we try and do

is the moment someone closes we want the

next 24 hours to be unbelievably

choreographed and so like and we're

talking immediate so the moment they

sign or the moment the credit card goes

through they get a text from the

onboarding person or we do a warm

handoff like hey this is Shirley

Shirley's going to be taken from here

like I said earlier and so what we want

to always do is set expectations meet

expectations set expectations meet

expectations and I have changed my tune

about this I used to always say overd

deliver but I've I've come to the point

now where I genuinely believe that if

you just keep your word you nailed it

they will trust you more and ideally and

this is a little hack for everyone if

you're any any type of services business

let's say you're an agency that does SEO

whatever and it takes you 14 days to

on-ramp somebody rather than saying

we're going to touch in every week right

which would be fine and that's what most

people do in that week you probably do

like 25 things right but you're going to

have one meeting if you want to be

really clever every day send an email it

says hey no need for reply just want to

let you know we did these three things

we'll recap at the end of the week but I

just want to let you know where we're at

if you send progress supports every day

what happens is you create multiple

reinforcement cycles and so you're

setting and completing setting and

completing and so at day seven when

normally your competitor has only talked

to them this is the first time they

talked to them since the sale you had a

warm handoff and they've received

communication from you every single day

so this is like the eighth touch point

corre for them and now their trust in

you is so much higher which then

translates to way lower backout uh way

higher ascensions into whatever your

next uh Revenue thing is or the next

product or expansion revenue and more

referrals and testimonials and so we try

and choreograph that process and that's

the r and so close your framework

clarify where they're there label them

with a problem that you can solve

overview their past experiences the pain

cycle sell the vacation not the plane

flight explaining where their concerns

and then reinforce the decision okay a

lot to unpack there okay so hang on

first off this is one of those notes a

segment on the show rewind it and go

listen to it again go rewind 7 minutes

back or whatever that was and listen to

it again because there's genius in there

I just want to unpack a couple of the

things most of you make the mistake in

whatever it is that you're doing you

even doing it with your kids you're you

are selling the plane flight you're

selling the process you're selling the

steps yeah as opposed to the beach

that's a

biggie number two this this notion of

the 24 hours post I cannot get over how

many people think the sale just got

closed I'm done I cannot get over it

number one you're probably going to lose

the sale number two you're definitely

diminishing the amount of leads you're

going generate from it I just did a very

significant transaction with somebody I

had a very laid out process in my

company it's a very major exit type

decision for somebody okay I told my

team the second we hang up this phone he

is going to begin to doubt this decision

if he's an airplane he's freaking losing

altitude we need to be doing X Y and Z

which but it's already a predetermined

process I was just taking them back

through reminding them why some of the

business business you have it is just a

24-hour process some of you to your

other point it's a week or eight or 10

days and whatever it might be sure

enough what was supposed to happen the

next morning didn't by midday we were

behind then he messages us with a

question right which we replied to then

he messaged with another one when the

second question came in I messaged the

entire team this Deal's over yeah we're

losing this deal no no no we can get it

back we've lost the deal he has switched

he's got downward momentum and it's our

fault sure enough massive like close to

9 fig mistake that was a process that

was involved some of you are making a

$800 mistake when this happens let me

ask you a hard question because this is

something I've done in my career it's

not process driven but it's important

you went through this process sometimes

I think that somewhere in that

flow tell me if intuition works or you

just stick to the process somewhere in

that flow before you get the

clothes I've had the intuition know this

person's ready right now MH I can go to

this step mhm that's not necessarily

something that's able to teach on scale

do you know what I'm saying but I've

also watched a lot of people go you have

them here and now you're beginning to

layer objections in it and it's taking

longer than their tolerance level is I

see a lot of people especially the

longer they're in Sal they unsell them

they give them more let me tell you one

more thing one other thing you should

know one other thing by the way my

checklist says step four is I then do

this do you because scaling this isn't

as easy is but I also know the real

world should someone still have sensory

acuity when they're in the process and

go we're ready now so the way that we

train sales um is that one we start you

might love this okay so we try and think

back to front which is if someone a lot

of people train Rapport building first

they train the script top to bottom but

if someone knows how to do the first

half of the script and they don't know

the second half of the script the likely

that they can close is zero yes if you

train people from the back of the script

to the front of the script if someone

doesn't have Rapport and they don't know

the opening questions but they know how

to close the likelihood they could close

is greater than zero 100% And so 100%

And so for us my belief from a selling

perspective is that if if you follow the

closer right clarify where they're there

all we're doing asking questions

labeling them is just asking for

agreement on one statement that they

have the problem overviewing past

experience is just questions we haven't

said anything else we're just asking

questions and then the only time you

actually make a statement is when you

sell the vacation and then after that

you ask and so for us we the E only

comes out after they've said no and so

we got it we explain it through uh

obstacles and objections and so

objections as I see them come up after

the ask obstacles come up before the ask

and so if someone says I'm just here for

more information that's an obstacle so

we want we handle that UPF front if you

know like in upfront again it's like is

there any other decision makers that

need to be on the call and we asked that

in the nurture process before we're on

the call and we'll reaffirm that at the

beginning because if they say no or yes

I do need someone then like cool let's

just reschedule there's no point in

going through this objections happen

which is Universe like time money fit uh

I need the other decision maker or I

don't know how to make a decision which

is the personal thing the doubt part and

so then we walk them through making a

decision-making process but each one of

those we always loop back so they give

us the thing we overcome it and we say

great so now you're ready or makes sense

fair enough let's ready to move forward

you have your ID on you whatever the

closing question is and so that way as

soon as someone says yes that is when we

stop selling so that's the big to your

point of the UN selling is because

people then get like really excited it's

like dude take credit card as soon as

they say yes great what card you want to

use yeah by the way I know my audience

is like dude this is Hardcore today

which is exactly no no no this is

exactly what you bring to the table and

it's actually the stuff like you know

look it'd be great we can do another

episode today if you want like hey guys

you be positive like we could do that or

we can actually give you teeth okay

here's something you do very well this

is where I

think the offer and the lead thing sort

of uh marry one another totally I'm

watching you I listen to you and you

either do this unconsciously which I

doubt the best people that I know that

are entrepreneurs of any type okay you

can even go to jobs and I can argue he

was great at it you can go to musk I can

argue he was great you can go to a

hardcore selling person like Ellison or whatever

whatever

okay they know how to frame mhm okay

Alex you're an incredible framer okay

you know how to pre-frame something

before you do it you know how to create

the frame when you're doing it and then

you know how to post frame I'm amazed

blown away like a great speaker walks

out on a stage they pre-frame what's

going to happen there today then they

sit in the frame with you then they tell

you what just happened yeah okay this is

just something most people are oblivious

to and if you're not good at it you may

get a close and not get leads if you're

not good at this framing stuff your ad's

going to suck if you're not good at this

framing stuff your Affiliates aren't

going to offer it correctly so all of

this fits in there I'm good at very few

things I'm a really good framer no no

I'm a really good framer of messaging of

I framed you in the beginning of the

message I just framed the complicated

thing you just called it so I reframed

what it means are you conscious of that

do you teach it do you think it's

something that most entrepreneurs and

salespeople entrepreneurs Andor sales

people are not aware of enough yes um in

terms of teaching it I don't I think

that good FR I think framing to your

point using a different word just

contextualizing I think it's I think

it's a teaching skill and so what we're

what we're saying is like I said this

this is what this means it's like I'm

translating this because you might speak

in techno jargon for whatever the thing

that you're selling is and they're like

you just said a lot of words you're like

it means your house is going to be

protected right that's what this means

can I can I give you another example of a

frame your launch yeah you framed it as

here's everything that's going to be

everything that's going to be here's

going to be be and then and it's free

yeah so you created a particular frame

and then you stepped out of it and

shocked them yeah but what you did is

first off you have a Generous Heart and

that's why you really did it but let's

also be honest you created this massive

value frame this would cost you this

this is how I did it this would do this

this would do this and then emotionally

at the end because you were emotional

about what you were giving them and

believed in it so deeply yeah but then

you kind of stepped out of the frame and

went all that yeah bam and now you're

back in a new frame which was a value

gift gen generosity now everybody leaves

a launch this a super important I don't

even know if you know you did this I

mean I I know you know what you were

doing but I don't know if you know what

that led you have built a reputation of

being someone who brings tremendous

value okay that's one thing tremendous

value well-prepared articulate you know

Cutting Edge clearly does this isn't

talking about Theory yeah that was the

frame that was going on the entire

launch and then you stepped out of the

frame and became a Jesus figure

literally your frame changed kind

generous giving philanthropic and so you

get this great value frame and then you

stepped in you guys all know what I'm

saying in other words he created Great

Value then he stepped out of the frame

and gave it to you and that that's

that's it's an to to your point an

irresistible offer when you do it that

way were you conscious of that and when

I explain it back to you do you see what

I'm describing you usually use two

frames there yeah 100% um punking the

game is that what you call that well

just a phrase I like for it um and it

was so good Alex and I'm I'm it was so

good it's going to make it really hard

for anybody else to launch a book

hopefully no it's going to make it

really hard you changed what that frame

looks like now and honestly I wanted to

honor the book because of how much time

I put into it and so I put I put

probably 200 hours into the presentation

um but I put I put 2,000 hours into the

book and so it was only 10% of my work

from the book went into the presentation

even though the presentation was you

know a big a big thing um but to your

point with the contextualizing like if I

said here's this thing enjoy it people

don't know how to process that yes and

so it's breaking it down so that they

can understand how how this will

actually benefit their lives and if I

can my Hope was that people would at

12,000 at $5,000 at $3,000 as I price

dropped during the during the the pseudo

pitch that people and I got messages

after being like dude I was there at 5:

I was I was in and so it's different

than giving a free gift I wanted to give

a $12,000 gift to every person that was

there but I had to justify why it was

$112,000 gift and why everybody would

have paid that but then instead got it

for free um but Alex what I'm saying is

that it was brilliant and by the way

very generous of you but this is

something in the sales process I don't

think most people they they're giving

away their product they've not created a

frame of its value yeah before it's

reduced to the access point that you can

get it at and that's something all of

you just the concept of what we're

describing you've all got to start to

understand or you're not going to be as

great as you could be you're not going

to be the goat at what you do I want to

go I want to go to some of the things

you've yeah here's something a guy said

recently this dude said there's a

moment when every boy realizes no one's

coming to save him and that's when he

becomes a man and some boys never get

there and stay children forever that guy

was you that said that and it's

important when we step out of this like

this stuff matters because no one's

effing coming to save you no one's going

to make you better at your business no

one is going to get you to be a better

Persuader of people or framer of people

other than you and I just feel like

that's one of the more profound

philosophical comments there's a lot of

grown men and women that are still boys

and girls because they think someone

else is coming to change their life you

say otherwise what would you say to

someone who's still living in that delusion

delusion

wake up I mean

reality probably stares at them and

start contrast to what they want so

they're like it's I use the blame finger

a lot which is that power power follows

blame and so if you blame the government

who you think is supposed to save you or

you blame politicians who you think is

supposed to save you or blame your

company that you work for who you think

is supposed to save you or you blame the

market doesn't really matter or your

parents the whoever you blame is the

person you ultimately give power to and

I find that really interesting because

when I was the my moment of figuring

this out was when I was 19 and I was

really resentful of my parents

specifically this instance was my mother

and I blamed her for the way I was

acting I was like well if she parented

me differently I wouldn't be this

egotistical and arrogant and whatever

and I realized that I actually was

giving the person that at the time I

disliked to the most in the world all

the power over my behavior and so I was

like so that idea sickened me that the

person I disliked the most again at the

time was the one that I was actually

giving my leash to wow and so I was only

acting in response to this leash and

then and and willingly voluntarily

giving her all the power of my life and

all I was doing was reacting to what

this person did or what the government

does or the politicians do and so the

first I mean I've said this before but

the the the first two words of getting

out of poverty are my fault and the

thing is it doesn't actually matter if

it is your fault

but it is your

problem and so you have to solve it cuz

no one else will and so that that that

allows you to actually do something

about it and so that that's been I'm a

big believer in operationalizing and

only thinking about things through

actions rather than feelings because the

feelings come and go and also they are

Justified or unjustified it also is

irrelevant because like if you make a

100 cold calls whether you hate it or

you love it or you're meant for it or

you you you never want to do it for the

rest of your life you make the calls and

you practice the script you'll get

business and you can also get business

and make money even if you don't deserve

it which for me was actually a really

comforting point because there was

definitely moments in my life where I

had tons of self-loathing didn't think I

deserve anything blah blah

blah but the idea that I could still

have it anyways and not to serve it if I

only did the things that got it was like

it was kind of like in the in the

weightlifting world that the iron is the

iron whether you're black you're white

you're a woman 500 lb is 500 lb and so

like the that create success are often

are kind of the same way which is like

the 100 phone calls or the 100 pounds on

the bar the work just needs doing and it

doesn't and I think it's it's incred for

me it's really inspiring that anyone can

do the thing and get the result no

matter how they feel about themselves

and I think that's really freeing and so

to the person who is still you know

plugged in and waiting for someone to

save them someone will save you but it's

you future you the better you the person

that you've been waiting to become bro

you almost look like a somber look on

your face when you say it do you say

that because like you think so many

people just aren't going to get that or

do you say it because it's just so

obvious to you at this point I think

it's because I've been there you know

and so that's I think that's that's why

you know my tone probably changes when I

talk about that stuff but like I mean

the reason I make this the all the

content that I do is cu

like I get it like it I mean it's tough

like it I mean it the thing the rocky

cutscene lasts two minutes in the movie

but it can Last 5 Years in real life and

it's not and there is no background

music you know what I mean and there's

no audience waiting to cheer for you and

you don't know that you're going to beat Apollo

Apollo

Creed so you're in it for five years and

I think the hard part of

Entrepreneurship is the uncertainty that

you don't know if it's going to work out

but taking to the other natural extreme

if you did know and you were guaranteed

that it was going to work it wouldn't be worth

worth

it so we want something from a world we

want a guarantee from a world that

doesn't give any and the fact that it

doesn't give a guarantee is what makes

it worth

bro my nephew's got an auto detailing

business he just started and uh he calls

me goes Uncle Eddie I just don't know

whether or not my business is going to

work and happen and uh I said well I

don't know whether it's going to work or

happen as well but I know that if you

did the work it's likely to happen yeah

and I go but are you willing to do the

ugly yeah he said what do you mean I

said the ugly ugly he goes well you know

I said so your existing clients do you

have an affiliate program when they can

refer you people he goes actually I do

for every one of these they get $25 or

whatever it was I go that's really good

I said how many are you getting from

that and he goes well I only have like

you know 18 clients so like three of

them have sent me somebody I go well if

that's all you continue to do you're

probably going to have a difficult time

to your point of the paths and he goes

well what would you do I said I can tell

you exactly what I would do it would be

inevitable um what are you do in

Saturdays and Sundays you do in cars he

goes no I don't have any cars to do I

said well I'd go print out a whole whole

bunch of flyers and I go knock on doors

where people have cars yeah and he goes

oh really I go yeah I'd knock on a 100

Doors a Saturday I'd give him my flyer

let them know about my business get them

exposure let them know what a great job

we do give them a list of my Instagram

and they can see the other cars we've

cleaned and the other things that we've

done and and any way what happens is the

more you have a specific plan like this

where you're willing to do the ugly and

run the numbers your fear level

diminishes to an extent the notion

that's going to go away completely isn't

true but there's something about doing

the ugly thing that reduces fear it not

only increases your chance of winning

but you're like the possibility

mathematically of me losing now is

rather small but when you're not doing

these things the reason you're living

with so much fear is you know the

possibility of you not winning is rather

great yeah and so you're living with a

fear that's self-imposed self-induced

and your fault because you're not

willing to do the ugly and I think

that's why sometimes when I look back at those

those

days I have that same look you have

there's also an internal part of me that

goes man I actually did did those ugly

things when I didn't want to when I

didn't have any desire to and I wasn't

sure it was going to work but I was

actually almost ensuring it was going to

work based on the math part of it you

know what I'm saying 100% one of my

favorite like math equations to figure

out is the input output equation to what

I want and so like as soon as you can

boil down whatever goal you have into

like the most simple version of the

action which is like I need to dial this

many things or I need to send this many

emails or I need to send this many

direct messages or I need to post this

many posts of content or I need to run

this much per day in advertising or PPC

or SEO or whatever it is as soon as it

boils down to that then it then then

it's plug and- chug then it's just then

it and then what happens is action

alleviates anxiety and so so I'm I'm

going to give two polar extremes here so this

this

is something I'm I'm working on but so I

told I was saying earlier that I like

operationalizing words and like what

they mean right and so

sadness comes from the perceived lack of

options it's why it feels like

hopelessness you don't know what to do

that's why you feel sad and you can

solve that with knowledge right because

sadness is actually an ignorance issue

just you just don't know so if you did

know what to do then you wouldn't be sad

anymore because you know what action to

take anxiety is the opposite of that

which is you have many options in front

of you but you don't know which to take

which is a lack of priorities and you

solve that with a decision

and so usually you have lots of

decisions that you haven't made and then

that's why you have anxiety and so you

need to confront decisions you need to

make and so there was a a point that I

was getting to and I totally forgot

because I got really excited about this

stuff but no it was the fact about about

um action and reducing fear when you

don't know you have lose hope yes and so

and so once you have the clear path of

like you you you solved it which is why

you're listening to this podcast or you

read the books is that so you can go

from ignorance not knowing to knowing

what you need to do then it's literally

just saying the first six hours of my

day every day and I still do this just

so you like this habit like I was asked

once what was what's the biggest Roi

habit now everyone has different things

but for me is that the first six hours

of my day every day is dedicated to the

activities that I need to do to move the

business forward I don't take meetings I

don't take calls it's just

meh after the that six hours is when my

day starts so that's when I do I take my

meetings I take my calls and whatever

and so in the early days when I had

customers then that meant that I would

work from 4 to 10: and then I would do

all my customer stuff after that now

where I'm at now I don't have customers

per se and so I wake up a little bit

later and I work and I work from 6 until

and the way that this my my team

schedules my calendars they actually

work from the back of the day forward

and so if I have like three meetings

they're going to start them at you know

the last one will be at 4:30 4: and then

3:30 and so I have from the moment I

wake up until 3:30 in the afternoon to

move my stuff forward that's how I work

but I'm not an operator Lea my wife is

stacked meetings all day long CU she's

running the teams and she's keeping

Cadence on stuff and I say that because

if you were the entrepreneur then in the

beginning your responsibility is to let

other people know about your stuff if

more people know about your stuff more

people will buy it that is a promise you

can take that to the bank and so like if

you think about the absolute natural

extreme if every person on planet Earth

knew about your business you would make

more money and so the question then just

becomes how do I let more people know

about my stuff and that's why I wrote

the book but it's like and I I wanted to

make it action oriented because either

you did the reach outs or you didn't

either you posted the content or you

didn't either you ran the ads or you

didn't and you switch who you're

advertising to so we're talking about

Affiliates you can post content to get

Affiliates you can do warm reach outs to

get Affiliates you can run paid ads to

get Affiliates you can also do all those

things to get customers and what do you

think recruiting is you do cold reach

outs to get employees you run ads to get

employees you like the the process of

making something known is the same

whether you're recruiting employees

recruiting customers recruiting

Affiliates recruiting an agency how do

you find out about agency it's the same

process of making known and so right now

if you're not getting the amount of

leads that you want you're not

advertising enough period And so and

again with the leverage thing is that

you don't need to be like we got 500,000

leads you know to to come to for the

event register for the book launch I

didn't get

500,000 I I did I'll tell you what I did

I hired someone who is a director of

people who then hired a director of

brand who organized my media if we're

really talking about this right who

organized my media team who posted 300

pieces of content a week leading up to

the launch of the

book my director of people hired my

internal director of marketing who

reached out to six agencies and picked

the one that he thought was best suited

to run our ads and they ran our ads for

us my and mind you all of this came off

of one thing for me which was just we

hired a director of people who then

hired people who then got the thing and

so 500,000 mine was more or less like

we're going to follow this Playbook yes

and then down it went but if you're like

well must be easy for you to say yesh

but it still starts with the first

action which is if like I hadn't hired

that person I would have had to move one

level down on that level of Leverage and

so if you're that solopreneur or you're

a salesperson who works at an

organization and you need to get your

own leads whatever it is there are only

four things that you can do to get leads

that you yourself you reach out to

people you know you reach out to people

you don't know you post content and you

run ads that's it that's all there is

and if you're not doing those four

things whether it's to get Affiliates to

get customers to get employees to get

get agencies it doesn't matter because

those are the only four things that one

person can do to let other people know

about their stuff so if you're not

getting enough leads you're not doing

enough of that period it's not good it's

outstanding it's Truth by the way Sasha

have we really been going 45 or 50

minutes 50 minutes I literally think

we've been doing this for 15 minutes I

have never I mean dude I've done 500

podcasts I have never looked up at the

clock and going it it was 50 minutes I

thought it was like 15 I'm not

exaggerating and I'm not letting your

ass go just yet bro I'm not exaggerating

that is the fastest freaking 50 minutes

in the history of my

life I can't even get over that that's

nuts to me that's how you know something

is good you mentioned Lila I'm not going

to let you out of here this time without

talking about her first off one cool

thing people don't know is like almost

every single time you've reached out to

me which I love and by the way I totally

want to do I've had to say no like three

times to him it's like this dude whose

brain I love picking and I think he

likes picking mine too he just always

asks me when I can't do something right

and it's all sometimes like what are you

doing tonight yeah once in a while those

right but um you it's always includes

her yeah and I mean look you're

brilliant okay let's just be honest okay

you are and then I watch her stuff and

I'm like dude yeah she's freaking

unbelievable and I know you play

different roles but I actually posted

something about today and I just want

your take on it by the way one of those

other pointing at the other person as

their objection for their life some

people point at their significant other

as their reason right you're giving

somebody advice about that like hey

you're going to have a running mate

necessarily or not a running mate what

are some of the things you would

recommend from your own experience with

her that are most important or or

something that's even happened with you

and her

so I will give my first frame which is

uh we've only been together seven years

you know married six and so I realize

that I'm young in this game so take this

for what it is um I think Lea and I

practice acceptance very well which is

that the reason that I married Lila was

that she never wanted to change anything

about me and that

was that was what I wanted I just wanted

to be me and I felt like a lot of times

I had to compromise or you know I felt

like I needed to compromise who I was or

what I wanted to do for a middle ground

and I think there there are plenty of

marriages to be fair that that do that

and they do it exceptionally well and

this isn't me saying that that's good or

bad or whatever I'm only sharing what

has worked for us is that ilila is Lila

and if she wants to wear the nicest

clothes and drive the nicest cars and be

in the nicest pen houses and stuff then

if it doesn't bother me let's do it and

at the same time if I want to wear I

look like an electrician you know a

lumber jacket

um then she doesn't try and dress me a

certain way or make me you know like hey

it'd be really cool if you were just

scruffy you know or I wish you cut your

hair like this like she she just doesn't

you know and I think the big thing for

us is that we were absolutely aligned on

the big mission and we're absolutely

aligned on the values which is so where

we want to go and how we want to get

there and I think the third the third

piece that we look at is lifestyle it's

like what do you like to do in the

day-to-day or

interests I remember when I was debating

whether I wanted to be with her or not I

had a coach at the time and he said well

tell me about your stats and I was like

what do you mean he was like your stats

he's like since you came in your life

are you making more money are you in

better shape like how do you like how do

you feel like do you have more energy

like are you doing more stuff are you

getting closer to your goals and I

thought about it I was like well yeah I

am making way more money and I mean

shoot she makes me money because she was

working for me I like she literally

she's not she's not a liability she's a

she's an asset you know she's like she's

making me money um and so I you it's

like and she's really fit and so she

like Cooks healthy and she getting me to

eat a little healthier than I you know

cuz she's cooking and and I'm I'm there

right right right um and she goes to the

gym more than I do so I was like you

know I see her go I'm like I should go

you know and so every when I thought

about every one of the stats in my life

they all went up and so I think that

I've said this before but like Lea and I

didn't have a romantic

chemistry fireworks beginning um my

first date I asked her to work for me

and I said this might not work out but

like you should totally work for me

because you have a skill set that would

make a lot of sense and uh that was my

proposition right and uh she said no I

just met you from the internet uh but

you know 3 weeks later she quit her job

and she joined me at gym launch and so

um I think it's just been absolute

alignment of where we're trying to go

how we want to get there in the

interests we have and absolute

acceptance of not trying to change the

other person or their goals now if there

was ever a time in the future where she

said like my goal differs from yours

then it might not make sense anymore but

I think our goal is big enough and wide

enough and it has and because we are

exposed to the same stimuli I think I

have a tremendous amount of respect for

people who don't work with their spouse

because that's what I do and I I can't

imagine it another way now I'm sure

people in Reverse say the same thing but

we get exposed to the same hardships and

so in a lot of ways I feel like we

continue to grow together or at least in

parallel on the same path if you exposed

to a lot of different stimuli and

stressor than your spouse is they're

going to respond to those stressors and

adapt just like any other organism would

and sometimes that means you grow apart

and so I'm very grateful that we can

work together and transparently that my

wife has a skill set that is

consistently incredibly valuable um you

know cuz real talk if if Lila wasn't an exceptional

exceptional

CEO then we wouldn't like Lila wouldn't

be the CEO you know what I mean um but

she just

is people don't know this from the

content but I would argue that ilila is

a better CEO than I am quote Visionary I

think the ideas are easy doing it is

hard and she has made me look

exceptional by making crazy idea like a

500,000 person launch actually happen

yeah like anyone can say sure let's

let's do an affiliate program let's do a

referral program let's do this let's do

let's get some agency like I I say all

that stuff and then she's like got a 168

item of you know list and then she

starts dealing you know what I mean

dealing and shelling these things out

and then all of a sudden I get all the

credit which is you know a burden I have

to bear are you happy right now me yeah

I'm loving it I'm in the game yeah in

the is oh no pun intended but yeah so

you you are happy right now this is the

best this is the best version of me I've

had so far um but I I realized for me

that my when I look back on the my short

life um the times that I have that I

look as the good old times were always

the times where I was in Pursuit not

when I was in achievement and I

absolutely now have a massive bone that

I'm chewing on and I there's nothing

like if I have three days in a row on a

long weekend and I have nothing planned

and a big cup of coffee and a big ass

goal I'm working on like there is

nothing in this world that makes me

happier than just being able to just

pull a thread and just keep pulling it

on my own uh and working through

something complex like writing the book

like like or organizing the launch or

you know scripting the ads or you know

coming up with the affiliate program

that aligns every party associated with

it that's that's there's nothing I'd

rather do like I don't have hobbies like

that's I get I I get Flack for this all

the time like don't you think you're

unbalanced I'm like why like I like this

I like what I do every day it's

interesting what we share by the way I

just did content that I released today

that said If you're trying to change the

person you're with you're wasting your

time right I just did that the other

thing is that I have tried Golf and I

play a little bit but the truth is

business is my sport yeah business is my

hobby changing people's lives is my

passion yeah and like of course I'm

happy doing it it' be like if you love

golf and you played golf all the time

wouldn't you be happy like I love doing

this all the time it makes me happy I um

I cannot get over how quickly this went

I almost feel like I would like to spend

the night with

you can I add one caveat to the question

that you asked about the happiness thing

yeah so happiness is a really tricky

question and I I think I'll give a

reframe for the audience that might be

helpful which is

um like wanting to be happy from a some

like a word perspective is in some way

saying like I want to eat a meal so big

I'm never hungry again it's it's a it's

a misnomer and I I prefer to use the

word joy that I experience Joy or that I experience meaning in the work that I do

experience meaning in the work that I do because like you can mourn and be joyful

because like you can mourn and be joyful at least in my my two sense and so I

at least in my my two sense and so I think that the idea that I think

think that the idea that I think inhibits or prevents a lot of

inhibits or prevents a lot of entrepreneurs from continuing down the

entrepreneurs from continuing down the path is that they are like I'm not happy

path is that they are like I'm not happy but like happiness a lot of times is

but like happiness a lot of times is just a circumstantial circumstantial

just a circumstantial circumstantial response to whatever external thing but

response to whatever external thing but I feel like Joy is a lot more internal

I feel like Joy is a lot more internal and you can be in the thick of it and

and you can be in the thick of it and working on your auto detailing business

working on your auto detailing business on the 37th door of that day and you

on the 37th door of that day and you have a little tick mark and you know you

have a little tick mark and you know you got to get to 100 and you had the last

got to get to 100 and you had the last 36 slammed in your face but like you can

36 slammed in your face but like you can be joyful if you reframe the joy around

be joyful if you reframe the joy around the person you are becoming by doing the

the person you are becoming by doing the hard work and the thing that has I think

hard work and the thing that has I think right now been my biggest area of

right now been my biggest area of interest in terms of my own performance

interest in terms of my own performance has been truly divorcing outcome from

has been truly divorcing outcome from winning and like it's it's really easy

winning and like it's it's really easy to say and really hard to do but I want

to say and really hard to do but I want to be the father that when Timmy wins

to be the father that when Timmy wins 10-0 I can look at him and be like I'm

10-0 I can look at him and be like I'm disappointed in you not because of the

disappointed in you not because of the outcome because I know you could have

outcome because I know you could have tried harder and on the flip side if he

tried harder and on the flip side if he loses 10-0 I'm G to be like Timmy you

loses 10-0 I'm G to be like Timmy you worked your ass off you left it all on

worked your ass off you left it all on the field I'm proud of you and I want to

the field I'm proud of you and I want to be Timmy to me and and and judge Myself

be Timmy to me and and and judge Myself by that and I get in the most flow in

by that and I get in the most flow in the work when the my metric for success

the work when the my metric for success is how hard I worked for it and that has

is how hard I worked for it and that has made Joy feel like it's under my control

made Joy feel like it's under my control more than anything else and so that is

more than anything else and so that is what I've been practicing on a daily

what I've been practicing on a daily basis and I think has for me unlocked a

basis and I think has for me unlocked a level of productivity and work that when

level of productivity and work that when I was more external and outcome focused

I was more external and outcome focused was more Emeral because like you know

was more Emeral because like you know what I could have had the book launch

what I could have had the book launch and the internet could have gone down

and the internet could have gone down for the whole city of Vegas but if I

for the whole city of Vegas but if I know that I had done everything in my

know that I had done everything in my absolute power to prepare then I could

absolute power to prepare then I could still be proud of me and I would have

still be proud of me and I would have earned my approval and so it's more like

earned my approval and so it's more like that has been my consistent process of

that has been my consistent process of like if I can just respect me for the

like if I can just respect me for the work I did that is

work I did that is enough

enough uh that's another level right there you

uh that's another level right there you just described me to me better than I've

just described me to me better than I've ever described to me bro okay by the way

ever described to me bro okay by the way everyone on my team just so you know

everyone on my team just so you know that's a social media clip right there

that's a social media clip right there the last minute and a half that's uh the

the last minute and a half that's uh the best description I've ever heard of how

best description I've ever heard of how I've lived My Crazy Life and it explains

I've lived My Crazy Life and it explains me to me let me tell you what you just

me to me let me tell you what you just did in the last minute there two minutes

did in the last minute there two minutes you help I'm I'm being honest I'm older

you help I'm I'm being honest I'm older than you and I'm still richer than you

than you and I'm still richer than you barely um um I say that you know what I

barely um um I say that you know what I mean you're definitely I uh no I don't

mean you're definitely I uh no I don't know that anymore but

know that anymore but um you just described me to me you just

um you just described me to me you just helped me understand

helped me understand myself very well there's a depth to you

myself very well there's a depth to you bro and a dimension my favorite people

bro and a dimension my favorite people are really multi-dimensional people and

are really multi-dimensional people and you online sometimes make yourself seem

you online sometimes make yourself seem like you're just entrepreneurial

like you're just entrepreneurial dimensional but what makes you such a

dimensional but what makes you such a creative skilled Visionary entrepreneur

creative skilled Visionary entrepreneur is the dimension that you has is is your

is the dimension that you has is is your depth is your depth and you just

depth is your depth and you just exemplified it right there I've just had

exemplified it right there I've just had somebody a lot younger than me just

somebody a lot younger than me just explain me to me better than I've ever

explain me to me better than I've ever understood myself what you just said

understood myself what you just said right there and that's why I kind of

right there and that's why I kind of look at you like a young son or a

look at you like a young son or a brother because that's exactly how I am

brother because that's exactly how I am it's exact L Alex how I am and it's made

it's exact L Alex how I am and it's made me understand why I I uh I actually live

me understand why I I uh I actually live pretty joyfully most of the time yet

pretty joyfully most of the time yet it's not something I'm going to go get

it's not something I'm going to go get and I'm going to slow down and cool down

and I'm going to slow down and cool down and then it's all going to rain down on

and then it's all going to rain down on me in those times it's been the pursuit

me in those times it's been the pursuit yeah it's been the growth bro such a

yeah it's been the growth bro such a great conversation it is the fastest one

great conversation it is the fastest one in an in I guess now like an hour and 10

in an in I guess now like an hour and 10 minutes or whatever it's been that I've

minutes or whatever it's been that I've ever had and I just feel I I feel this

ever had and I just feel I I feel this sense of like real accomplishment yet

sense of like real accomplishment yet empty because I know we like barely

empty because I know we like barely scratch the surface what we should just

scratch the surface what we should just do is like let's just have you back

do is like let's just have you back every six months when you're in town and

every six months when you're in town and we'll just dig deeper into your brain

we'll just dig deeper into your brain thank thank you for today you you guys

thank thank you for today you you guys he's awesome I don't need to sell this

he's awesome I don't need to sell this one to you like you just shared this

one to you like you just shared this with anybody who's ever got a business

with anybody who's ever got a business in your entire life he's Alex heroi you

in your entire life he's Alex heroi you should be following him on social media

should be following him on social media I fully endorse him by the way and you

I fully endorse him by the way and you should go get $100 million leads $100

should go get $100 million leads $100 million leads how to get strangers to

million leads how to get strangers to want to buy your stuff go check out

want to buy your stuff go check out acquisition. if you need help growing

acquisition. if you need help growing your business Alex might be a dude you

your business Alex might be a dude you want to see as well can I add one thing

want to see as well can I add one thing so just as a gift for you guys um if you

so just as a gift for you guys um if you like podcast stuff I put both of my

like podcast stuff I put both of my books on my podcast for free so if

books on my podcast for free so if you're like struggling right now you

you're like struggling right now you don't have money you're like you know

don't have money you're like you know $20 is going to kill me um the game is

$20 is going to kill me um the game is called the podcast and it's um shoot

called the podcast and it's um shoot it's it's high 500s I can't remember the

it's it's high 500s I can't remember the actual episode but $100 million offers

actual episode but $100 million offers and $100 million leads the audiobooks I

and $100 million leads the audiobooks I put them all on my podcast so you can

put them all on my podcast so you can just listen to him yeah it went to the

just listen to him yeah it went to the number one podcast on the planet when he

number one podcast on the planet when he did it so so you guys go get it he's not

did it so so you guys go get it he's not doing it cuz he wants another download

doing it cuz he wants another download he's doing it I can promise you that all

he's doing it I can promise you that all right guys Alex thank you thank you God

right guys Alex thank you thank you God bless you everybody max

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YouTube Transcript:A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT

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A MASTERCLASS in business with ALEX HORMOZI & ED MYLETT