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Generate Demand, Get More Sales, Clients On Repeat: Masterclass Workshop (Bootcamp Part 4)
Chris Do explains how to generate massive demand and get clients on repeat by strategically limiting supply and making it harder to buy.
Chris Do
Founder, The Futur™ · March 14, 2024
Your Biggest Sales Problem is Too Much Supply
Luxury stores do something that defies conventional business logic. They make you wait outside, even when a store like Chanel or Louis Vuitton is nearly empty. They create a velvet rope, a line, a friction point between you and the thing you want to buy. They make it difficult.
This is not bad customer service. It is a masterclass in demand.
Most creative professionals and entrepreneurs operate from the opposite principle. They make themselves easily accessible, endlessly available, and competitively priced. The result is a constant, grinding battle to find the next client. The power dynamic is broken from the start.
The futurist and business strategist Daniel Priestley, author of Oversubscribed, offers a different path. The path is built on a simple, powerful idea: engineer demand by aggressively managing supply. As Chris Do explains, “When you identify the amount of supply that you have and you communicate it to people, all of a sudden it becomes scarce.”
This is not about fabricating limits. It is about defining your real capacity and communicating it with unapologetic clarity. You have a finite number of slots, a finite amount of time, a finite number of products you can deliver with excellence. Stop hiding this reality. Start broadcasting it.
Your goal is to stop being a hunter and start becoming the hunted.
The Velvet Rope Playbook
Engineering demand is not an art. It is a system. Do, channeling insights from his conversation with Priestley, lays out a repeatable framework for transforming your business from one of abundance to one of intentional scarcity. It is The Velvet Rope Playbook.
First, you create a pre-announcement. You signal your intention to the market. “I’m going to do something,” Do explains. “Something’s available and you have to be very specific.” This is not a sale. It is a concept, a future event, a limited opportunity.
Second, you ask the market to raise its hand. You invite people to express interest, to be the first to know. The goal is to get them to volunteer, to signal their desire before anything is even for sale. This builds a list not of passive observers, but of active, interested prospects.
Third, you move these volunteers into what Priestley calls the staging area. This is a crucial step. It can be a private Facebook group, a specific email list, a waiting room. The single most important element of the staging area is visibility. “It’s important that they can see each other,” Do emphasizes. “The visibility part is the most critical part to this.”
When you go to a restaurant and see a line out the door, it signals value. When you see 500 people in a staging area for only 50 available slots, the math does itself. The product becomes more desirable simply because more people want it than can have it.
Finally, you open the sale to the staging area first, with a tight deadline. “Tickets will go on sale this date… you’re going to have 24 hours to make a decision until it goes public,” Do illustrates. This combination of exclusivity and urgency triggers immediate action. The product sells out instantly.
This creates a new problem: how to handle the surplus demand. This is where the magic multiplies. When people who missed out offer to pay double, you don't just pocket the difference. You go back to the original buyers and offer to buy their ticket back at twice the price. “You’ve made two people really happy,” Do notes. One person made a profit, and the other got access. You have engineered a win-win while simultaneously reinforcing the value of your offer in the marketplace. The next time you open the doors, everyone will be even faster to buy.
The Downfall of Hype
No company mastered this playbook better than the streetwear brand Supreme. For years, they built an empire on a simple, unyielding formula. One store in New York. A new product drop every Thursday. And a critical rule: “Whenever they made something, they never made it again.”
This created real, verifiable limits on supply. The result was legendary. Lines wrapped around the block. A sub-economy of professional line-waiters emerged. The products, from box-logo hoodies to a literal brick with the word “Supreme” on it, would instantly resell for two to four times their retail price. The line itself created the demand.
The genius, Do reveals, was deceptively simple. Most fashion companies release four collections a year. Supreme just took a seasonal collection and broke it down, releasing one piece a week. “You don't have to change what you do,” Do points out, “just change one factor of what you do and all of a sudden it becomes a whole new thing.” The product you bought had more value the moment after you bought it.
Then, Supreme was acquired by VF Corporation, the parent company of The North Face. The new corporate owners saw inefficiency. They saw a difficult, hard-to-manage system. Their solution was logical from a corporate playbook: open more stores and get rid of the weekly drop.
The result was catastrophic for the brand’s mystique.
“When you literally can go in a store and buy it and there’s no line up front, the entire hype thing dies,” Do states. Supreme isn't selling so well anymore. Vintage Supreme, from the era of scarcity, still commands massive prices. New Supreme sits on shelves. They optimized for profit and in doing so, squeezed the life out of the brand. They abandoned the very mechanism that made them valuable. Applying these principles requires a deep understanding of what makes people buy, a topic explored in depth in a masterclass with pricing expert Ron Baker.
The lesson is clear. The moment you sacrifice scarcity for scale, you kill the magic.
The Story is a More Valuable Asset Than the Art
For many creatives, the blocker is internal. “My work isn’t good enough. I don’t have a big following.” They believe value is an objective measure of craft and quality. This is a profound misunderstanding of how value is created.
Do illustrates this with a stunning example from the world of comic book art.
At a Comic-Con, he and his friends encountered the story of two auctioned pages of original Spider-Man art. The first was a beautifully rendered, highly detailed panel by Todd McFarlane, one of the most popular comic artists of all time, featuring both Spider-Man and The Hulk. That piece sold for $400,000.
The second piece was a starkly different story. It was a single, not particularly well-drawn panel from the 1984 crossover series Secret Wars, illustrated by Mike Zeck. The artist himself, John Beatty, who worked on the book, was reportedly ashamed of the run, feeling it was rushed work. But this simple panel depicted a pivotal moment: the first appearance of the alien symbiote that would become the character Venom.
The question was posed: what did this “crappy page” sell for?
The answer was an astonishing $3.36 million. It sold for nearly ten times the price of the technically superior, more aesthetically pleasing piece.
“The story of that page was more important than the art, the rendering, the quality of it,” Do explains. It was a perfect storm of cultural significance, a first appearance, and a bidding war between two incredibly wealthy and motivated buyers. You don't need a massive audience. Priestley's principle holds true: “All you have to do is have two buyers of which you can sell one thing.” That is how auctions work. It’s what creates bidding wars.
This principle is at the heart of building a real brand. If you feel like your audience is too small, you may need a new framework for attracting the right people, not just more people, as outlined in these proven client attraction strategies.
The value was not in the ink on the paper. It was in the story the paper told. This is a freeing realization for any creator. Stop obsessing over perfection and start obsessing over significance. The story is more important than the art. Your job is to find the two buyers who care desperately about your story.
Get The Job Done. Or Be Right. You Cannot Be Both.
Implementing these strategies requires more than just a new marketing plan. It requires a fundamental shift in mindset. It requires a level of emotional detachment that most people are unwilling to cultivate.
Years ago, a mentor named A.kʼiir gave Do a choice that would define his career. He said you can have one of two things: you can either get the job done, or you can be right, liked, and popular. You cannot have both.
“Most of you hear this, you’re like, no, I choose this side,” Do says, pointing to the preference for being liked. “Okay, that’s fine. Just know what you’re choosing. That’s all.”
This test came to a head in a painful business dispute. An unethical sales representative quit abruptly, only to later claim their contract auto-renewed, effectively holding Do’s business hostage. She demanded to be bought out of a contract for work she wasn't doing. The injustice was staggering. Do’s first instinct was to fight. “Unleash the hounds of hell,” he told his attorney.
His attorney, however, offered sobering advice. A legal battle would be long, expensive, and emotionally draining, with an uncertain outcome. More importantly, every month spent fighting was a month without a sales rep, meaning hundreds of thousands of dollars in lost potential business. The cost of being “right” was catastrophic.
The choice became clear, if excruciating. Get the job done.
- The Cost of Being Right: A long, drawn-out legal fight, massive stress, and a guaranteed loss of new business opportunities.
- The Cost of Getting the Job Done: Writing a painful $32,000 check to someone who didn’t deserve it, swallowing his pride, and moving on.
Do wrote the check. “I make peace and I don't worry about it anymore,” he reflects. “Because that's the worst thing to happen too, you signed the check and you're still angry.” Letting go allows you to reclaim your focus and energy for what actually matters: building the business. This ruthless pragmatism is the engine of success. Every decision must pass through this filter. Does this get the job done, or does it serve my ego?
It is the submarine captain's dilemma. Close the hatch and let some perish so the ship can survive, or let everyone die on principle? The answer for a leader is always the same. Get the job done.
Simplify to Amplify
This focus on results leads to another counterintuitive principle: often, the best way to increase the value of your offer is to take things away, not add them.
The common wisdom, especially when selling high-ticket services, is to stack the value. Add more deliverables, more meetings, more bonuses. Create an offer that's “stupid to refuse.” But this can backfire, creating what Do calls an “exercise in anti-simplicity.”
“Just go to Cheesecake Factory and figure out what you want to order,” he quips. The sprawling menu is a source of anxiety, not value. Contrast this with the minimalist Japanese retailer Muji, where the limited, curated selection makes shopping effortless. Simplicity sells.
This lesson was driven home by business strategist Jasmine Star. Looking at Do’s $36,000 year-long coaching program, she gave blunt advice: “Just chop your whole program in half.” The new offer became $18,000 for six months. The price per month was identical, but the commitment was lower, making it an easier “yes” for clients. It also gave Do an out if he decided he didn't want to continue the program. As Do recalls Star's advice, it's clear how this change aligns with the principles she discusses for scaling a business, which are detailed in her million-dollar scaling blueprint.
The subtraction continued. When a potential client for a different high-ticket program, the Brand Lab, complained they couldn't make the included 3-day in-person workshop, the team's response was radical. Instead of trying to accommodate, they simply eliminated the workshop for everyone. Same price, less stuff.
“You think sometimes giving more stuff is a better deal, is a better value, and it’s actually not,” Do explains. “They’re distractions.”
By removing components, you force clarity. You compel the buyer, and yourself, to focus on the one thing that truly matters. Is it the meetings, or is it the result? Is it the workshop, or is it the feedback? You identify the core value and you strip away everything else. The marketing becomes simpler. The sales conversation becomes simpler. The decision to buy becomes simpler.
The Teacher's Blueprint
Ultimately, your ability to generate demand and command high prices rests on your authority. And the fastest way to build authority is to become a better educator. Yet most people teach the way they sell: they try to cram too much information into a single package.
Do learned this lesson the hard way. Early in his content creation career, his Instagram slides were too dense. It created two problems: people wouldn't read them, and he would run out of ideas quickly. The solution was to atomize the content. One idea per post. This was easier to consume and multiplied his output five-fold.
He didn’t, however, apply this same logic to his workshops. A conversation with Rob Fitzpatrick, author of The Workshop Survival Guide, changed that. Fitzpatrick revealed a simple, powerful framework for effective teaching.
It starts by defining the course learning outcome (CLO). What is the one thing you want participants to know and be able to do by the end? Just one.
Then, you deconstruct that one thing. What are the five skills needed to achieve it? Then you take each of those skills and break them down again. You repeat this process until you arrive at the most basic, indivisible skill, like a basketball coach telling a player to just dribble the ball, or just practice flicking their wrist.
You teach that one, simple skill first. Once they have proficiency, you chain it to the next one.
This methodology changes how you structure exercises. Instead of asking a broad, overwhelming question like “What’s working about this package design?” you ask a series of small, targeted questions:
- What is one thing that is aesthetically drawing you in?
- What is one piece of copy that is tickling your brain?
- What is the essence of the story?
A good prompt, Fitzpatrick argues, has clear directions but an ambiguous answer. There are many right answers to “name one thing,” but the direction is crystal clear. This allows everyone to succeed and contribute, building their confidence as they piece together the larger concept. This approach to breaking down complex topics is a core theme in building a strong personal brand through education.
This is the final piece of the puzzle. To command scarcity, you need authority. To build authority, you must teach. To teach effectively, you must simplify relentlessly.
There are many ways to make money. The choice is to find the way that gets the job done. Not the way that feels right, or fair, or popular. The way that works.
TRANSCRIPT
there's a lot of ways to make money you just got to find the way that it makes sense to get the job done not to be right popular or to be liked it's a hard decision most of you hear this you're like no I choose this side I'm like okay that's fine just
know what you're choosing that's all so do we have Clarity on some of the things that we talked about earlier today okay about how to generate leads you have to have a proven process that's predictable you probably need to control the amounts of products that you can sell when you need to communicate
that in a clear transparent and honest manner you all need to be working on building authority in your space and there's things that are much easier to do than others make your own list grade your own list and start attacking it but have the discipline to pick the thing that's going to work
not the thing that you like video about to watch is our last and final episode of the business boot camp series if you missed the previous three episodes they're going to be linked Below in this video Chris has a deep dive in how you can start creating supply and demand for your business
some hard lessons he has learned in over 20 years of running his agency and how you can start building your personal brand in Authority without a following all right let's get back to the video okay everybody's pretty clear about this part right so when you identify the amount of Supply that you have
and you communicate it to people all of a sudden becomes scarce you need to be able to do that even things have infinite Supply okay and in the conversation I had with Daniel priest he's like well Chris just close the program group down to a certain number of people and then close that
down to how many people can actually enroll in a month okay help yeah did it help yeah you started to enroll we just started doing it so the data so far so so far so good okay yes okay so the the general concept is this okay um you kind of do a little
bit of pre-announcement so you tell the market I'm going to do something something's available and you have to be very specific okay and then then you get the market to basically do this raise their hand to say hey I'm interested in this concept at this point it's a concept most likely it's just
an idea I'm about to do something let me know so in priestley's example he's like I'm going to run a workshop for 50 people in London July August whatever sometime and I'm only going to do it if I can get 50 of you to pre-register for the ticket if you're interested and you
want to be the first one to know let me know if you're interested so you're signaling to the market of your intention and then they volunteer to be part of something and then you move them into some kind of staging area okay what's the symbol for a stage or a staging area pens
what pens like a cage curtain curtain oh curtains okay okay curtains something like that right or or you know what let's just do the Red Velvet Rope thing okay you move them into a space and it's important that they can see each other the visibility part is the most critical part to this
okay so you know when you go to movie theater and there's a line for a movie that lets other people know there is greater demand than there are seats available when you go to a restaurant and there's line out the door even though it's never true CU every you wait an hour to
get in and there's like so many empty tables they do that on purpose they never want to be at capacity Scott what do you want to say oh the club example where they make everyone like they make everyone in a club like line out outside right that's the same phenomena where that's literally
what we're talking about yeah yeah so I noticed also now when you go to um certain luxury goods stores even though there's no one in there they still make your weit outside they're going to make it very difficult for you to buy before you can go inside the store they ask you do
you have an appointment and what is your name the Chanel example right Chanel Louis Vuitton sometimes Gucci you let them see each other and they know in this example there are 50 slots your goal is to drive as many people into the staging area as possible so can see oh there's 500 of
us see what's happening here you can already see how this is going to work well there's 500 of you and there's going to be only 50 slots open then you tell the people inside this area well tickets will go on sale this date let's just say it's 1124 right that's it it's going
to go and sale then and you're going to have 24 hours to make a decision until it goes public you're increasing greater perceived demand and he's like as soon as those tickets go they're sold out instantly so you think the problem is solved it's not solved yet then he creates his beautiful ecosystem
around this okay so all 50 tickets are sold he's says do not get tempted by increasing the capacity that's where you get greedy and you F this whole formula up okay so what happens is how do you deal with Surplus demand you have too much demand for 50 quantity too much Demand right
so what people do is they'll say um Daniel it's important for me to go I'll pay more for the ticket so say the original price of the ticket for argument sake is $100 he goes you want to pay for it I'll pay 200 for it I want the ticket let me see what
I can do so you go back to the people who bought the ticket and you offer them to $200 you're not interested in making the difference don't try to get greedy again okay does anybody want to sell me their ticket I will buy it from you for 2x what you pay for it
some people will sell it to you this is fantastic you've made two people really happy one person you made money the other person you get them access in they're both happy it's a win-win situation right so far so good everybody so what's happening is you're creating a pattern of behavior that's in the
mind of the person that the next time you open up an event they're going to jump in and they're going to be first to buy this happens all the time to people understand how to sell status making it difficult to buy I'm really into Ashley Wood's action figures and he has a company
called underverse every time Ashley wants to drop a figurine he says um the store will go on sale at midnight at this time in China I have to do the conversion I have to figure out what time is that I have to set an alarm on a Sunday and every once a while
I forget I get really upset at myself because it's sold out I don't even know how many he has to sell all I know is by the time I'm ready to react if it's not on the jump it's gone and I'm upset for a thing I didn't even know I wanted I'm just
really upset because he understands the collector's mindset I need to have everything of everything he makes it works you understand this Dynamic the other thing it does uh is if somebody says I'm not going to sell it for 2x in their mind the workshop is not worth a th000 anymore or 100 it's
worth 200 and think about like when they want to ask for a refund or they're not thinking about going see what they've done there and youve kind of created this thing where now if they cancel the day before you're like how can I get rid of that ticket I offer you 200 and
you didn't want to sell it you kind of bought the ticket okay so the thing becomes more valuable and if you take this all way and you apply it to different models I found out recently how the Supreme clothing company or whatever company uh Street Wear was able to sell so many things
for so much money they had a very simple formula they made it extremely difficult to buy okay here's what a guy who works in the fashion industry told me they had one store in New York they would release whatever they wanted to release there was a drop that happened every single Thursday people
started to find out about this and they would start to line up because whenever they made something they never made it again this is critical they created real uh limits on Supply so what would happen is people who would want this thing would then pay other people to wait in line for them
so that person would make money and they would buy whatever like literally they would buy a brick with the word Supreme on it and here's the weird thing that brick can be sold for often times 2 to 4X what they paid for it so kids and people who wanted to make money would
just wait in line all day long the night before and the line created this demand this illusion of demand for other people to wait in line and it started feeding on itself and I said this is nuts you they have to release a new product every single Thursday this is insane like yeah
it's difficult not impossible then he broke it down for me he's like usually fashion companies release things in Seasons Four Seasons a year and there's a whole collection their genius is they just took the collection and released it once a a week pretty genius so before when we were talking to Jason and
other people you don't have to change what you do just change one factor of what you do and all of a sudden it becomes a whole new thing where did Supreme go wrong Supreme was bought by the parent company that owns The North Face them being a giant Corporation wanting to squeeze as
much profit as possible they decided let's open more Supreme stores and let's get rid of this stupid thing that's really difficult to manage on every Thursday Supreme ain't selling so well now they kind of effed it up when you literally can go in a store and buy it and there's no line up
front the entire hype thing dies so it turns out vintage Supreme things still sell for a lot of freaking money CU they know that was when it was cool only a few people can get it and I'm one of the few people who can get it I don't have anything supreme but I'm
saying right it's wild so the thing that you buy has more value after you bought it sound familiar so supply and demand supply and demand you can work on that part does that make sense now does anybody have a question on how to apply this is it Jake yeah Jake what's up my
block around it is you know you Daniel Priestly you have these big followings so when you put out a what you call it a pre-concept you have the audience to raise their hand or not raise their hand to react to the concept you're getting for people that don't necessarily have an audience to
throw these Concepts against that's where I get stuck what are you supposed to do yeah what you uh creative strategy in production okay you know Daniel anticipated you're going to say this Jake so he told me to answer before you asked the question he says all you have to do is have two
buyers of which you can sell one thing I think it was WhatsApp where Facebook paid a gazillion billion dollars for it there were just two companies at one wanted it Google and Facebook and they got into a bidding war so he goes look at any auction it gets into a bidding war okay
um I know that some of you know this but I'm a comic book Dork we were walking through ComicCon and there was um a reprint of Spider-Man cover Secret Wars I wasn't even the cover it was when the little black goo created the Venom costume it's not even well-drawn panel by Mike Z
and my friend John batty and it was sold a couple years back and we played this game how much did they sell that panel four previously we had seen a Todd McFarland drawing for Spider-Man with the Hulk in it that thing sold for $400,000 it was beautiful intricate spider webs everywhere a lot
of detail over the place and then you look at the Spider-Man the black goo Venom costume it was not well drawn there's not a lot of detail so we're just taking guess at what it would be sold for right and so it's like we're looking at two pieces of art a Todd McFarland
not a masterpiece but a freaking pretty amazing panel versus this thing that looked like John and Mike Z just crapped one out and they did John is ashamed of his secret Wars run with Mike because he's like we had to turn around an issue so fast it's not my best work he's kind
of ashamed of the work that page what do you think it's sold for I only gave you two pieces of information this beautifully rendered highly detailed comic book panel that features characters you recognize The Hulk and Spider-Man drawn by one of the most popular and successful comic book artists of all time Todd
McFarland that thing sold for $400,000 what do you think this crappy page sold for so my my son and his his high school friend we we played a game we were guessing then we found out the answer and it was not what we all thought what do you think it sold for 4
million 4 million okay here's our guess okay the boy is like 600,000 my son's like there's no way he guessed like 200,000 I guess 380 we go over to the other person he's a comic book of ficado he talks about it he told me that page sold for somewhere around $4 million and
we could not even understand it he was a perfect storm Spider-Man is getting real big this is like in the the pre who's the new guy playing Spider-Man Tom holl Tom Holland is pre- Tom Holland they were two comic book nuts and it was the first appearance of the Venom costume character that
was its significance so the story of that page was more important than the art the rendering the quality of it okay and he said it just took two buyers who were insane and Rich and they bid that thing up Way Beyond they said that the original asking price for it was 80 grand
or something ridiculously low and those two monsters just went crazy and drove it to 4 million and he's like if you sold it today today is probably would sell for more than 4 million it's wild okay so that gets into your quality versus results okay the story is more important the status is
very important and you just need two people to bid something up so it's crazy you don't need a giant social social following okay you could argue does Daniel Priestley have a giant social following does he move the needle as an influencer is debatable he's written a couple of books but he's also figured
something out he can build bu borrow be or buy so he borrows and buys influence by being adjacent to them he goes Chris I don't need to build an hence you have one I will work with you I will pay you to to collaborate with you and that's how this works okay so
you're selling what again brand design uh say one more time strategy create a yeah create a strategy create a strategy right so you just have to be able to find more than two buyers for thing that you have a limit of one so what you would do is most likely you would communicate
to your audience your community um in September I have an opening for One new client I only serve six clients a year and I do X so you signal to the market if you're interested uh you put them into some kind of holding space some creativity has to be applied here but this
is the overall structure do we understand the structure okay then we can figure out how to apply it yeah and then now that you understand it it this tickles you read the book over subscribe then listen to the podcast and whatever what do you want the blueprint is there and I do ask
lots of questions and he answers all of them go ahead what is your name again cam cam um so I had kind of a specific question is is email marketing valid enough social proofs and the reason I asked this is most of our funnel is from Google ads I haven't done any brand
building yet but I've got 700 emails if I just if I just say oh we've got two slots trust me is that enough social proof to be valid for this approach or not it is a relative question and for some people 700 is a lot if you have 700 buyers for a home
that's a lot right so I'm social proof I don't know if that's social proof you're just saying I have an email list of 700 people right yeah so I guess what I'm asking is if I just send an email to everyone on that list and say hey we've got two slots for Q3
yeah take my word for it is that good enough if it's true okay have you tried it before uh yeah and I got one client from it but since I've been too busy and I have not done it so no you haven't tried this before you I tried it once and it worked
I and I got a client from it okay so you tried it and it worked yep and your question now is did it would I try it worked was it real if it worked before you're like this is the crazy thing about creative people it work I'm never going to do it again
I will never do it again screw you that uh that steak was delicious I'm never going to eat that again that was the most amazing date I'm never going to date that person again you just try it again right but only if it's true this is the thing it's got to be true
so if you say I have two open this is where it gets into manipulation marketing which I don't like okay if it's that's false false scarcity you know like where it's like well I have two but then you take on 55 clients it's not going to work yeah yeah okay okay so it's
work for you all right maybe that was a humble brag Scott go ahead and throw throw the mic to Scott who's got the mic here we go throw it both at the same time uh go ahead and and there are limits to it right like limit to what to how often you can
do this as often as there's a new opening look full transparency we're trying to get the pr group to a th people we're at 5 something I don't know what the count maybe 530 550 something like that right huh is it 700 yeah I think 7 don't get mad at me I don't
know the numbers I don't know the numbers ladies I don't I I always think it's 500 you ever ask me it's like 900 it's 500 I don't know why I'm just stuck on 500 I always feel like I'm a loser okay so let's say it's 530 all right basically we have capacity for
470 more and how do we increase scarcity again we could enroll 470 at a time but no we like only 30 at a time you know what's really cool about that we never put a limit on how many people can en roll in a given period ever what's kind of interesting is more
people are triggered by that than they want to buy it's kind of wild it was so wild that actually Ben sent an email to the entire team we broke a sales record in terms of community revenue and a given month between accelerator and the progroup we've just did that and we just started
applying this ask me in six months if it's working I do not know conceptually it works so I'm I know it's going to work and if it doesn't work I don't think the theory is bad I think our application of it's bad right so now if you want to enter the pr group
you're put into a Facebook group where you can see more than 30 people in there and we're developing a program to keep them entertained for a while until it opens up again okay so that whole idea of 30 gets us more sales than just saying however many because people are however many well
I'll wait I'll wait till next month I'll keep waiting the most beautiful thing is going to happen when we hit a thousand and now you can't get in anymore and then I cannot and I will not open it it to be more people I will then now pay people to leave people who
annoy me first I'll pay you to leave I'll pay you more than what you paid please leave no really you don't need to be here please leave there are people in there that I want to leave and now I'll offer money to leave what kind of power is that what kind of Leverage
do you have what are you saying to people are people going to be less likely to complain probably especially I'm offering money to leave you want to get to that state we will happily buy back whatever you bought think about the guarantee in that go ahead Jason throw throw the throw the mic
when you create that um waiting room type situation where you you show like uh the 30 people hanging out or more than 30 people hanging out yes has to be more than 30 okay so I want to know um you know let's say you're first trying this kind of stuff out and like
you know I'm only taking five clients on and it's like one person hanging out in there like how do you not end up making it worse for yourself when there's like nobody in this waiting room right so we're going to work on the demand side simultaneously got you got you you reduce Supply
down while increasing demand it's it's a function of these two things got it yeah I think if I had said hey uh boot camp alumni I have 20 seats they're all free only for the first 20 who say yes this place would have 20 people instead we're like whoever wants to come and
20 people did not show up okay more for you less for them but a few people couldn't make it for different reasons travel reasons Co yeah currently 27 people in theou so see 217 people cool and you know what it is this is I want to share this with you it's the power
of an idea when you hear a good idea don't fight it just trying to like how fast can we execute on this idea it doesn't need to be perfect all I did was I sent a text message to Ben Cary and Jess and say hey just talk to Daniel priest I need you
to listen to ra recording before it's edit listen to this apply this here's what we need to do and then there was a couple of messages between Ben and I what should we limit the group to I pulled Carrie Carrie didn't want to say and eventually I like a thousand I wanted it
to be 3,000 but I'm like a thousand I talked to Ben and Ben and I agreed to 30 30 a month 30 people she can manage right it's good now now she's happy she's like 30 a month I can do here's the strategy and they're figuring it out so she's working with dgo
to create the experience to get put in a queue so that you can see who else is there next month we'll see the data but the data is looking very good and if we can keep doing this an idea one conversation with Priestly we're going to fix a big problem and what do
they do in this waiting room like how do you nothing right now but they're getting stuff to do it it doesn't even matter think about this guys when you wait in line at the store at the Louis Vuitton or the movie theater the restaurant what do they care do they do anything for
you no you just wait but we're going to do something so what we're doing is we're dripping them content as a preview to the pro group and we got an abundance of that like 300 calls right that we can drip them a little bit so like oh this is kind of what it's
like further increasing demand okay cool make sense and I'm applying this over and over again now because it seems like it's a good concept so my brand lab is for these entrepreneurs who want to work on their personal branding there's a 100 people maximum that's cool I can manage that but then we
said we're just looking for our first 10 you see this idea of like chunking down take a big thing just make it smaller and smaller and smaller and then and then Ben said Chris why don't we incentivize the first 10 to enroll right now I'm like what do you mean he says the
first 10 people to enroll you do a one-on-one strategy session with them you give them their blueprint I'm like execute it Ben let's go creating more demand and scarcity only for the first 10 you see Jason we can sweeten it to a certain point when it'd be stupid for for them to say
no right and we'll get there once we get the first 10 the the other 90 will be easy to get yeah I believe that and you didn't drop your price either no you know what I did I I was talking to Jasmine star in the green room when I was in New York
and she told me Chris just chop your whole program in half it was 36 grand for a year that's a big commitment it's 18 grand for 6 months they're like what a great price you do the math it's exactly the same price it's just 6 months and and you know what she told
me she wasn't saying like it's easier to onboard people she told me you might not want to do this in in 6 months just try it out for six I'm like that works and she told me to get rid of all the other stuff we're about to get rid of more stuff it's
kind of weird Okay full transparency we do a weekly call right for the brand lab a weekly call it's an hour and a half I'll solve your problem it also comes with a 3-day Workshop like this where you fly in I work with you we'll get your stuff done somebody complained I'm not
going to enroll in the program because I can't make the workshop I was talking to Ben all of a sudden we're like let's get rid of the workshop same price what other what do they want to complain about I just get rid of more stuff until they can't complain anymore and so he's
like what do we do instead he goes what if we gave them VIP access to anything that you're doing like that works for me I don't even know what I'm doing that works see how we do it this is how we problem solve everybody until we get them right so if we get
10 people to be $180,000 I want to sell at that level when we get a full group that's 1.8 million we do that twice a year it's 3.6 million it's pretty good and when we get a weight list the price will just go up just real quick on touching on that thing where
you got rid of stuff how does that like um connect in with what you were talking about earlier of like or even with like Alex Heros stuff about creating that offer that's kind of you know stupid to refuse how do those things connect because if you're taking away stuff and then cuz you
think sometimes giving more stuff is a better deal is a better value and it's actually not they're distractions because now they're like well I want this but I want that therefore I want to pay less the same thing happened with the pr group I I don't want to watch The Archives I want
to do it's like what so we just get rid of stuff and it's just easier to sell so it's about Simplicity simplicity less complex my brain doesn't have to think too much about what it is I want here's an exercise in anti-s Simplicity just go to Cheesecake Factory and figure out what you
want to order you have a heart attack after and before you eat right for sure you will it's just too much I can't deal with it right so we just get rid of stuff because what I'm saying is the value isn't sitting down meeting the value is not even doing calls with me
weekly cuz somebody asked me how many calls should I be on I said as few as possible please I'm going to give you feedback I've never had I don't have a service where I actually give people feedback on what is they're trying to do so the the marketing plan becomes really simple I
would teach you everything that you need to know about personal branding for free if you want the feedback from me you'll pay me the 18 Grand and you'll be happy to do it because I'll tell you something in that world any little stupid creative thing I can mention to them their minds are
blown and I've been studying advertising and writing for some time now I know a few tricks we can do this all day long it's so easy don't know why I didn't do this earlier make sense but you have to be willing to see that there's another Market over here that I was just
looking this way all I had to do is just turn there and they're right there it's pretty awesome so whatever new objections I hear from them I just change the sales copy I change the program in the offer until it's like there you cannot complain anymore and now they just buy okay MH
it's like um you know if you go to uh one of those um Medieval Times restaurant I've never been they Jou they fight and you get a a meal and entertainment I'm like well they're not showing up for the fight I'll just serve them the food and it's just easier why I got
to like pay for all this stuff the arena right I don't have to just get rid of the stuff Mo who's got the mic oh oh wa that was of the workshop right there off the backboard with the alleyoop um quick question a theme that I constantly hear you talk about is your
objectivity in just looking at the data and then making decisions from that logical place without any emotion you talked about it in the beginning when you said when I realized that businesses or business owners entrepreneurs needed creative I flipped the script on brand lab you just said it they don't want Live Events
get rid of it but I'm then I'm hearing the people in the room not being able to get to that same conclusion as fast as you so I'm curious like when you see that data how do you get how are you just able to be like yep okay get rid of a bye
or yes let's add it cuz I think that would save a lot of people a lot of Heartache in being able to just get to that result faster am I off no you're on okay thanks go I know the mic is but okay okay it's a very simple thing and you'll see this
happen with me time and time again I'm just not horrifically attached to anything but success that's it the only thing I love more than my own idea is Su success so when Jasmine stars to catch a program and I'm like fudge okay all right I thought it was a 12-month program I thought
I want them to commit to 12 months and I'm over it I thought the value was going to be doing these three-day immersive things and and one it only took one guy to say I can't go to it I'm like okay we'll get rid of it I might not get him as a
client but from the future nobody's going to complain about that because it's not even a thing anymore so you just get rid of it okay many many years ago a here told me you can get the job done get job done right on one side and you have to pick get the job
done or be right or be popular he said one more thing I can't remember be right be public it's everything you guys want or do you want to get the job done and I've been tested many many times before I'll get to you in a second CIA I've been tested so many times
on this and my robot brain says I don't care about being right I don't even want to be popular or to be light I'd rather just get the job done okay um there was a there was a case and some of you know this where my sales rep was like super unethical got
insulted that we did something that we're talking to other reps I didn't know it was a crime to talk to other people got super upset and said fine I quit and and my executive producer and I were like thank God we don't want to work with you anyways and that was in October
November okay and the contract expired in December no problem now we're looking for a new rep and we found a new rep you know what happened in January my old rep called me up and says what are we doing I haven't seen reports from you guys like what do you mean what are
we doing you guys still are on contract with me we're no we're not go read your contract open up the contract this is auto renews unless it's been it's in writing Auto renews every single year and she knew this and we said but you quit that would no no and void that right
she goes I don't remember that oh yeah so my executive producer and I like well there's two of us and we remember this right and I was like get my attorney on the phone right now get the attorney on the phone I'm like his name is steuart I'm like Stuart for many years
you've defended me and than things it's time to go to war unleash unleash the hounds of hell I've always wanted to say it and I said it to him he goes okay Chris as much as I want to sue her into hell it's not good for your business this is going to be
a long drawn out process there's a contract and it's your word against hers I'm like but what about my executive producer Bill say he's under your employment was pressure to say whatever he's going to say to save his ass okay she quit she hasn't been working for us for months now she wants
us to pay her to buy her out of the contract so I can hire a new rep we got problems she didn't want just a little bit she's like I want to see all your books for the last three months I'm like but you haven't been selling for us it doesn't matter it's
in your contract I want to see everything I think I wound up paying her like $32,000 that was a painful check for me to write and this is where kier's like you want to get the job done or you want to be right and I'm like Kier one time in my life I
want to sick my attorney and tear somebody to shreds down to the bone and grind the bones down too you telling me I can't do it he goes I know how ethical you are and how wrong this must be for you but think about about the personal Agony Stress and Anxiety and the
loss of potential new business every month that goes by that you don't have a rep that's selling for you how much business are you losing it's pretty clear we work on six fig projects one new project would be3 four $500,000 what is $32,000 compared to that I got to swallow it I I
sent her the paperwork so she can look at all the accounts she goes you owe me more money for here I'm like okay whatever I sign it and I make peace and I don't worry about it anymore because that's the worst thing to happen too you signed the check and you're still angry
she beat me like three times first quit and lied second got me pay and then got to haunt me in my dreams I'm not going to give her number three so you just get the job done if you always focus on this you'll be you'll do well hey real quick my team informed
me that 53% of you that tune in to our Channel have not hit the Subscribe button I want to ask you for a favor if you enjoyed our content in the past and has brought you value consider hitting the Subscribe button this helps the team keep making more content just like this thank
you we really appreciate it so I always hear kier's voice in my head Mo cuz he taught me this lesson like 16 years ago just get the job done so as much as I love that I got to let that go I'm not going to become attached to it at all and that's
a hard thing if you can start to do that you'll see things very clearly you know the example is and I I love this every sub sub Marine movie has the exact same dilemma for the captain some of us are going to die right who do I let die all of us or
some of us and it's tough people are crying there's my brother my sister close down the hatch we got to let them die you got to get the job done or we all die it's the Dilemma of every ship captain movie right it's really down to that who will you let die in
order for everyone to live so I understand you're thinking in the way you process it you're obviously wearing wearing wear weighing pros and cons and getting the job done is usually the filter Scott right Jason Jason that's Jason Scott Wason so when you heard him say that he had to get rid of
the Live Events yeah your reaction was like well wouldn't that lessen the value of the prodct I'm offering less you're offering less versus more well I want to just contrast how you came to that conclusion versus him coming to the conclusion of like we need to get rid of it it's of I
think I totally get it because you know there's a Japanese store called Muji that it's like they have one design and one notebook and one pair of pants and it's so easy to shop there because you're not contrasting stuff so I get the logic and thinking behind it I think from like a
business thing when you're trying when you're sitting on a call and you're you know you're you're trying to sell through something for $20,000 and you're trying to add value you know that's the whole thing that we're taught is you know add value add value so to me from that angle I'm thinking well
if you're starting to lose this and lose that and lose that then is like how do you stand tall with that value of that last remaining thing yeah so the you you have a a pretty good observation there and it makes me think where's the value okay you you have to remember what
is it that you're buying where's the value and when you can identify that get rid of everything else it's that simple is the value in the result that I promise you or is it having a gazillion meetings with me then I know it's the result is the value in being able to do
from anywhere in the world or physically in the same space then it's anywhere in the world and I just have to focus on communicating that part and understanding that if that's what you want to buy that's what I'm selling you I'm selling you that result I'll I'll just use myself as an example
because of the the video stuff you know like like you mentioned okay I make videos that look really nice and great right so but I think a lot of us when we ask um you know what's the value so getting those results that's the real value I think at least for me it's
hard to un hard to translate that into somebody that I'm selling to like I think that the value or the results is getting a better looking thing whereas they're looking at as well how much money did this particular video make and I think um at least for myself showing those numbers or being
able to show those actual hard number results is very difficult to do so the only thing that I have left then is is a sexy video to show not necessarily you can sell an emotion and and actually the whole other worksheet or not worksheet the other piece of paper is all about emotion
emotional buying status and everything else scarcity that's all right because we're we're we're primarily emotional decision makers and then we use logic to post- rationalize okay now I'll give you the example here we made a video for a CEO to give a presentation one time the CEO is going to get on stage
and address a room full of their employees and we charge them 100 Grand to do a Motion Graphics video that I probably spent less than $155,000 making all in and you're like well why would they do that what is the metric there why would they prove that well first of all $100,000 to
a company like that is nothing it's a luncheon budget maybe not even but the value to the CEO not to feel embarrassed or to feel proud is worth more than $100,000 so the marketing team didn't even need the CEO's approval they're just going to spend it because they don't want to come back
on them who made this crappy ass presentation when I go to address the shareholders and the team and I'm trying to like raah ra the troops that's what you guys gave me it's emotional but it has to be to the right buyer you're just consistently selling to the wrong buyer so that it's
an uphill battle right but people do want people to see the videos so the those guys from sandwich videos and the Harmon Brothers they've been able to figure out how to get a lot of people to watch their videos and so they have extreme value it's not in the production do you know
the Harmon Brothers oh yeah for sure you know them right they have a whole formula they sell the formula and they create Authority and they have evidence that they are able to make videos that people want to watch it's a strange phenomenon when you watch a 30 minute commercial voluntarily it's weird I've
watched the doctor swatch watch commercial many times the whole thing I've even paused and rewound it I think it has over 100 million views last I checked that's a phenomenal thing maybe production value isn't all that maybe it was just about casting and setting up the argument if you can do that you'll
have more jobs and more opportunities and more money than you know what to do with so it's the pursuit of something now if you want to be a filmmaker and tell stories I think you need to switch lines I think you should make make content for streaming services did you listen to that
episode there was a guy who's produced over 300 films he said he's only lost money in one film I interviewed him he's here somewhere in Beverly Hills I'm supposed to have lunch with him at some point but I'm antisocial so I'm not call them back okay yeah listen to the episode he breaks
down the entire formula so what's happening is when somebody sells like uh Tiger King to Netflix he talks about the entire deal how it's structured how much money they make and you you can make a really good living as a living documentary filmmaker these days this did not exist before you do give
up something you give up the intellectual property rights and the licensing and the merchandising but you might make 13 million and you get to make projects that you love I would rather see you like you know the the guy who produced the the the Kanye West documentary it's not genius zenas or something
like that I can't even pronounce it that guy produced a film like way before Kanye was even Kanye he'd been sitting on that film for like 20 years what did he get paid $30 million for it 40 million it just took him 20 years to get 40 million and he almost gave up
on it but then he got this young guy who's going to be this super polarizing character that Netflix would this an extremely rare deal but why can't that be you you can make the Tiger King he's got to find somebody who's interested and volatile and maybe a murderer I don't know Murder records
murder people I don't know yeah right yeah maybe you know a seral killer and you could just no I don't know there's a lot of ways to make money you just got to find the way that it makes sense to get the job done not to be right popular or to be liked
that's it it's a hard decision and most of you hear this you're like no I choose this side I'm like okay that's fine just know what choosing that's all right I had a conversation with Mo at the last Meetup we had together I said mo why do you dress like that he goes
yo dog that's my identity I'm like but you don't look like a guy I should take seriously he goes I'm not going to play by the man's rules I'm like so you choose not to be taken seriously right he goes no it's it's my identity and we argued about it for a little
bit and you know the argument that I made with him that then he just relented which was he said when you go to a a Japanese home do you take off your shoes yes do talk loudly I would not why would you do that respect the Customs when you walk into a person's
place of business what are you saying respect me or I should respect you so you adopt the language of the person you want to show respect to then he understood it still dress the same way I'm just kidding you know what I mean yeah so getting the job done is usually what you
want to pick here but I want to share an idea with you guys that I think you you'll really get a kick okay can we do that all right here's the thing if you want to establish your Authority grow your following on social media develop your personal brand you have to learn how
to be a better educator and this is going to help ehor okay you have to be a better educator so it's worthwhile to for us to spend time on how to be a better educator yeah because you can apply this anything to your team you can apply it to your client you can
apply it like when you're in Q Q&A session when you're not even the educator and I recently had a conversation with Rob Fitzpatrick it's going to be the bomb podcast podcast it's 2 hours long do you guys know the name Rob Fitzpatrick okay Rob wrote this thing called the workshop Survival Guide with
another guy pre pandemic or during the pandemic I reached out to him because I saw that his email is pretty easy it's in the book so I dropped him line and said hey can I interview you are you are you in America somewhere and he's like yeah totally let's do it and then
as the date approached he's like I have to cancel and then I emailed him again he never responded again that was like 2 and a half years ago I'm looking at his book I'm like damn what happened to Rob so I message him again and say hey Rob I get it priorities change
and everything I'd still love to chat with you just geek out over what it is that you're teaching he goes done deal Chris we just had a conversation he's living in somewhere in Spain right and he's written another book how to write useful books it's very good so he's written multiple books Rob
Fitzpatrick so I have two-hour education with him because I said I want to become the best educator that I can be and I want to learn from you I've been having this type of conversation with many people that I look up to it's been an amazing little Adventure here so I said Rob
I do workshops but I don't do a great job I'm doing too much talking this is not a workshop by the way so he told me what I needed to do and it seemed so freaking obvious I'm angry at myself for how stupid I am but I'm going to share it with you
because I think you going to learn something here okay early on when I started making Instagram content when I started to figure out how to play the game I made the classic mistake I tried to teach too much the slides were too dense it created two problems one people didn't want to read
it too much friction and number two I was going to run out of things to say really fast because I thought I had to put the best of me in every single thing it turns out the opposite is true not to put not enough value but to make what it is simple to
understand so it created now two benefits it's one easy to consume and two instead of making one piece of content with five ideas I was able to make five pieces of content with one idea each so then the output was five versus one this is a good thing fantastic right I didn't see
the connection between that and running workshops so as we're talking and he's sharing a bunch of different ideas and the man's brain he has ADHD not because I think it because he told me I have ADHD I'm like I can tell cuz you're talking so fast right my pen is like smoking I
cannot keep up with this guy so the first thing you want to do it's like you have to figure out what the learning outcome is in the education space they'll call it the clo the course learning outcome what is the one thing the one thing that you want them to know and be
able to do the one thing right to know and to be able to do there's other things that you can do you can add and questions you can ask but I'm not going to worry about that what's the one thing okay so you're like what is it to do Leen okay that's fine
but that one thing has many sub things right and so what you do is you take that one thing and you say what what are the five things that you need to know to be able to do that one thing right and then you realize one of those things actually has five more
things and you just go again and again and again until you come down to the basic core skill until you can't be divided any simpler than that make sense okay I talked to Dr Samuel Holzman who's a faculty development person at Art Center he pretty much explained the same thing to me but
I wasn't figuring it out he says that okay so there's a couple things we need to know when when you want someone to play basketball they have to chain together a bunch of compounded skills and it's very difficult to learn to do it well so what do coaches do just dribble the ball
just dribble the ball left to right right to left next move with the ball can you run past the cones back and forth that's all they do just break it down to discrete skills that you can master that you can repeat 10,000 times until you develop proficiency at it and then the next
thing you do is plant your feet all you just run stop run stop all right and then you want to throw the ball but you want to learn to flick your wrist and that's it and you just keep doing so you chain all these things together and you create a very simple thing
now how does this work with workshops okay he explained to me a very simple concept so Chris you want them to be better negotiators right I'm like of course he's like what are the skills we would break it down we're talking about it and then how do I give them a prompt to
work on he says a good prompt for a workshop is the directions are clear but the answer this is kind of confusing to me ambiguous it means that there's no ambiguity about the direction but there are many right answers so I told him uh when I run my U branding Workshop I bring
in a package you know and I tell them what's on the package and we read it together and then I ask him what is working in this package what are three things that you can pull from this right why is this a compelling product why is this brand so good and it said
how do you prevent them from giving you disaster answers cuz inevitably when I ran this they gave me really bad answers and I was thinking this is so obvious why can't you tell me what's working about it he goes because the directions weren't clear you're asking them to solve too many problems at
once one question at a time okay I'm like what do you mean he goes well you can ask him what is one thing that's aesthetically drawing you in color type what name one thing and it's a 30-second exercise write that down what is one one piece of copy that's tickling your brain right
now write that down what is the essence of the story write that down and eventually you walk them through basically this they can all say different answers it was the red type face or it was the the playfulness of it it's the curly lines or it's the pattern in the back and all
the right answers there's no wrong answer but you narrow in what they're looking for such that when you put it all together like oh my God that is branding that is messing Ming that's how you make a good package design and so it seems like so freaking obvious but what I wasn't doing
it was I was asking a question that was clear to me but unclear to them because had too many parts and pieces that have forgotten that other people may not know make sense so when you want to teach in a workshop or you want to teach in a class think about what is
it that you want them to know break it down to five things and keep breaking those five things down until there's nothing left to break down once you get to the the element like the in the periodic table like sugar or salt whatever it is you can't break it down anymore I mean
you go sub atomic but that's it's too crazy okay don't get nuts all right and then what you do is you teach them one thing at a time until they can put those all back together and then you become a much better teacher you can use this formula for social media so kazia
does something that's actually kind of complicated she helps people figure out the right word to describe something and the best thing that she can do is like okay how can I break that down to its Atomic level or you know it's core element how do I teach that how do I communicate that
the better she can do that the greater her Authority will be as a teacher and as a practitioner what it is that she's doing because one can pretty safely assume if you can explain it so simply you must have some level of Mastery to be able to do it logical right and if
you can't explain it simply Maybe maybe you you're not a good practician of it you're making it too complicated there's one last little trick I want to share with you but you all understand this concept so you can do that right now we can do it together but we won't it's not intended
to be Workshop I just want to have conversation with you the next thing that you want to do this is the killer one as soon as you're able to break this down give it a name give it a name it doesn't matter if the world has seen this before give it a unique
name as soon as you give it a unique ni name you own it tell me who invented the uh hierarchy of needs you just call it maso's hierarchy of needs they almost always name it after themselves right somebody's theorem Pythagorean's Theorem a s plus b you you just know it just call it
something call it something unusual call it something plain he doesn't put put your name in it don't put your name in it just give it a name and refer to it as that so kezia's secret crazy you know copyrighting kit you just keep giving them names every little thing name everything if you
notice what Adidas and Nike do is they name every single stupid thing that they do aipr what right they name everything every little invention that they have every technology the foam is called AI PR if it's recycled it's called something else they give it a name because now they own that and they
make it simple to understand Apple does this too Retina Display what they're saying a display for eyes duh Retina Display have you thought about that and then when you start using that language they own you retina display you just give it a name so there's an expression I forget the expression but it's
like name it to tame it which is about naming and labeling your emotions but it also works in kind of owning it so there's an expression somewhere and it's in my deck I didn't bring my deck I wasn't prepared to talk about this but give it a name break it down to its
core component give it a name the name about the whole Workshop or no every component that you could think really every every mother freaking little thing you can name okay yeah thank you everything that you think is a kind of a cool little thing that you brought together I don't know if you
know this when I talk about person personal branding I'm like what's your two-word brand that's not even super specific but now people are like Chris I love your two-word brand okay name it that's it just give it a name it's kind of stupid but it works and I just want to do what
works okay will you want to say something will yes question oh he did okay cool we got it so I'm not saying like step one every is too many names to remember I'm talking about like that's a name that's a name that's a name just name it if you can name it okay
um Sam Horn has several in her book pop read her book po Sam Horn okay uh she has an exercise where she's like alphabetizing she calls it the W9 exercise with just nine W questions you know W9 you get it so now we can remember it so those things are also called pneumonics
things to help us remember pneumonics right and so you want to do that you take big complicated ideas and you reduce it down to something we all can remember because that puts in a nice little mental suitcase that you can unpack later okay all right Scott and then we're going to just spend
the rest of the time on personal brand uh yeah just a little thing I learned from uh EB and Pagan was about using alliteration um so kezia's kit you know kzia is I forget what the one you use so if you can use so a lot of big Brands end up doing that
right where it's some kind of obliteration like Coca-Cola right is a good example or like Bed Bath and Beyond because then it sticks in your mind yeah and so anyway there are very simple rules that you follow will make things a lot easier to remember alliteration Peter Piper picked a pickle pick a
pickle peppers or something like that uh Coca-Cola is a little bit different hard K sounds are the most Easy Sounds to pronounce in most cultures that's why it's Coca-Cola that's why it's Kodak it's it's it's why they try to have a hard K it's very hard to miss it right and the other
thing is threes are better than two things that rhyme are easy to remember so if you can do a little iteration that rhymes and threes it's a beautiful thing repetition works right um and also combining words together works beautifully that's how you own it I didn't know this and it's I feel stupid
for even not knowing this but smog is smok and fog I just thought it was smog all along see smog right I didn't know it either don't don't feel so stupid cuz at least there's two of us I think smog I don't know right and there's lots of words that we use in
the common lexicon that are just combinations of two words activist is a hacker activist which we probably like duh somebody just figured that out a hacker activist activist and you coin the term Dr Clayton Christensen the late Dr Clayton Christensen I believe was the first person to coin the dis the term disruption
in the way that we use it today make up a word word combine two words but don't make it so goofy and cute that people like that's annoying you're trying too hard apparently if you try too hard people hate you there's a whole Vin diagram about this do you know people don't try
hard enough people who try too hard and there's this really sweet thing is hilarious I have it somewhere okay all right so let's talk about personal bring is that okay so do we have Clarity on some of the things that we talked about earlier today okay about how to generate leads you have
to have a proven process that's predictable you probably need to control the amounts of products that you can sell when you need communicate that in a clear transparent and honest manner you all need to be working on building authority in your space and there's things that are much easier to do than others
make your own list grade your own list and start attacking it but have the discipline to pick the thing that's going to work not the thing that you like this is the hardest part and if you're not sure ask one of your performance Partners in this group maybe a friend you made today
or someone who's been in the group before how's this sound sound am I being crazy okay and then do that for each other and if you haven't done so already I know there are a bunch of different cohorts here from the very first one to the very last one I think you all
should at least connect on LinkedIn that's really where we can build relationships and help each other out all right what do we want to know about personal brand and business brand somebody throw Abby the mic I want to solve this problem because it's a big problem to solve and we don't have enough
time so I want to focus on the key problem yeah I remember the question but it's not a high value question because I'm like personal and then we're done what do you want to know Abby so I can help you make the 36 hours worth it it already is but um I think
it's uh how to if you're trying to grow and scale what you do as a company um how do you prior clarify what's most important to focus on so do you grow your personal brand to then funnel into your business business brand or do you grow your business brand and then have an
offshoot of your personal brand it's a very easy question to answer who who is a business who is a business what what is the personality of a business it's not a trick question it's pretty straightforward who is Microsoft is it a long time ago who who is Tesla go ahead it's not your
question go ahead no I I I guess I'm caught because I do so much work when you're trying to develop that brand personality so it does have some personal attributes so I'm caught it feels like a trick question it's not just answer it I can't who is Tesla what what's the answer Elon
Musk no Elon Musk is Elon Musk okay when you read a Tesla tweet do you think it's Elon Musk how do you know that cuz it's not crazy there's a whole department that writes for him yeah so when you see a a a tweet from Tesla do you think it's Elon no how
about Virgin no how about any company no no not even Patagonia we are smart enough to know that the founder the people we connect with the personality is not the person running the account very rarely are they the same and so this is why elon's account is on orders of magnitude greater than
Tesla this is why Steve Jobs or Tim Cook's following is much bigger than Apples why Richard Branson's account is much bigger than virgin so do you have the answer you're looking for yeah these are not the droids okay so now let's get into something much deeper than that people always ask me this
question like what is the business and I I know why it's confusing for you cuz you think this is how I'm going to get clients and you want to abandon that and the truth is it's not how you get clients I think it's hard for a room full of creatives and strategists to
see somebody who has both a successful personal brand and a successful visual brand of the company and a successful brand company and then just be told that answer at face value because I think in addition to like wanting to build our own personal brand we're also business owners and brand strategists and brand
designers and creatives so if I may if someone had to focus where would they where should they allocate their focus when it comes to that because these are also the owner operators of the businesses this is the difficulty of anybody who asks a question is are you willing to hear the answer are
you asking me no just a human humans you anybody in this room when you ask a question are you willing to hear the answer or or you only want to hear the answer that aligns with what you already want to know isn't the point to come here and learn and relearn and unlearn
so yeah would you know how many times people ask me questions they don't want to hear the answer to it happens all the time sometimes in this room it happens all the time I'm telling you that right now so if I can give you like one life secret act that'll give you an
abundance of uh wealth and and relationships and everything you want in your life you just have to do this one thing okay here's the one thing you need to do find one person you trust and you don't need a lot of evidence just go with your gut I trust this person and whatever
that monkey tells you to do you just do it's that simple but here's what happens in reality you ask this person that you trust that you give a lot of money time and resources to and then you challenge the advice they give you it's always the way until now until the end of
time there are a couple of people that I coach and people always ask me who are the most coachable people who's had the greatest success and it's always the same type of person sometimes they have a military background I don't know what the connection is it's probably a correlation but not a causal
relationship I tell them to jump in front of a bus and they just jump in front of the bus they don't even ask me if it's going to hurt so those people have to be very careful what I say right the example I tell Ben Burns to fire his clients he says okay
what do I say to them we can get to work now right I tell this other person your your customer intake form is wrong he's like I'm rewriting it right now I'm like wait Slow Down slow down a little bit right so some people had to be very careful what I say because
they will just do it and they're almost always the most successful when you hear a crazy testimonial from somebody that's been through the Boot Camp or the pr group or somebody have coach oneon-one and they say Chris has made me five times the amount of money to the same person they always just
do it I'll give you the example right now and Mo and I got into like a 45 minute debate and he still wouldn't let it go he's like a dog on a bone he just won't let it go what Aon told me he says Chris if you just looked at all the products
and services that you sold and focused on the one that's making you the most money and the most profit and got rid of everything else and then you took the one channel and which is giving you the greatest amount of awareness top of the funnel that drives to that product and you got
rid of everything else you'll have a $10 million coming by the end of the year and I'm in the car and Mo's like what are you going to do I said I'm still thinking man I'm process processing this he goes Chris you don't have to do that he goes you can make money
and have impact and do these other projects he goes why don't you do it because I'm like that's not how I operate if I want to listen to this man's advice which I'm not 100% I do just yet then I either do it or I don't do it but what people do is
they're like well I'll do this but I'll change it so before you can actually execute the plan that you're given you change the plan and you wonder why later it doesn't work people do this all the time I'm not telling you to trust me or to trust Bob or to trust Mary or
Kate or whoever just find one person and just do it yesterday we had a woman her name was Robin and she was trying to grow her Tik Tok account sh don't give it away kzia right and she has uh 2,000 followers 3,000 followers having worked on it for about 2 years and she
goes I don't know what to do I said you know there's an abundance of ticktockers who tell you how grow on Tik Tok he goes I don't know who to trust I'm like anyone cuz what you do ain't working it's super clear whoever's laid out your strategy fire that person she goes but
it's me I'm like I know you just want to do more of what you want to do or you can figure it out and and many of us in this room who have like farted four times in Tik Tok have 3,000 followers they just give them away so how she has 3,000 followers
in two years like and that's important to her she she ain't following the plan she wants to follow no one's plan because she's waiting for the perfect plan right so that's the number one hack just pick somebody follow them do do what they tell you to do you pick up a book this
person you're like I kind of like this person just do what they say if they're like pour your heart your soul out on social media just do it to the best of your ability don't try to change it just do it because you're not that smart to change the direction before you do
it my wife's always wondering like why am I following the directions like sh I need to do it this way she goes you can just improvise here I'm like that's the difference between me and everyone else I want to do it the way I'm instructed I want to do it over and over
again and then eventually I'll spot a pattern I'll do it a little bit different I just want to learn it the way the Masters told me to do it so in Priestley he's like reduce the group to a number just commit even I don't care what number you and then reduce that number
to a certain number per month I'm like oh my God this sounds terrible next day I called my team and said let's do it do it exactly the way we're instructed to do it don't change it seems to be working you know Jasmine star says something mean I don't want to do but
I'm like I'm going to do it don't want to do it okay so Mo to back to your question about a person who seems to be managing both things and it's working I just told you what you need to do and then you want to find a reason not you specific I know
you're doing it for the group why don't we do it the way we think you're doing it versus the way you just told us the way to do it so it comes back to you want to get the job done you know that's why I pulled the sheet back out or you want
to be right that's up to you the longer you stay here the longer you will suffer it's really weird okay I'll tell you a little story because it's related to personal branding I want to tie back to something that you've asked okay um anal Hansen's a friend of mine I've shared this story
with her in the room so I don't feel wrong about this okay she's a friend of mine and she has a lot of things she's working through but one of the things that she struggles with culturally is to talk about what she wants like really as a woman I want to do these
things because in her culture it's wrong for her to say I want these things because it's anti what their society wants to do so she's living in constant battle with this these wants because it feels selfish it feels wrong and she can't admit it so she's fighting it all the time all the
time and she's saying to me I'm confident I'm brave I'm a strong woman I'm a lioness if you've read her post wow I'm a lion s right protecting my Cub because that is socially what people in our country want to say and she's like I'm over all these haters and then I look
at her post cuz I know her so well and I'm like you're hiding this is not authentic to the person that I know there are two sides to you and she gets really upset at me she's angry she's calling me names there's a lot of friction in our relationship and then eventually she
does what I tell her to do 3 years later this how long the gation process lasts with her and she actually starts to reveal herself her true self vulnerable anxious convi uh conflicted an imperfect human and she's like I'm afraid to post it will it work Chris I said there's only one way
to find out it cannot guarantee anything but you got to hit send she finally releases these things and then eventually she comes back to me like the amount of Love support what people feel about me the confidence that they see in Me by me being vulnerable and real who knew this would happened
Chris I don't know who you mean the guy who's been telling you this whole time three years ago said I'm so sorry I'm such a slow learner I don't want to apply that judgment everybody has their own timeline it could be 10 years it could be 10 days that time is up to
you she goes I hate myself why does it take so long it takes as long as it takes I'm not on any kind of universal timeline here every person arrives when they need to arrive and for you it's taking you three painful years to get here and the way that I stabber a
little bit more is I say imagine where you would have been if you had done this three years ago I know what a good friend I know that's what you're thinking this guy's all heart okay I say that I said I want you to remember this feeling that you have that you don't
like about yourself and how long it took you to get there and remember the next time I tell you to do something because I promise you you have amnesia and you'll forget it'll take that long to remember again so that the lesson I've learned in my life is I just pick a master
I just do what the master tells me I don't care what it sounds like how crazy it is I just do it and weirdly it works out most of the time and my former coach told me it's rare I work with people for years before they apply it I'm like this makes no
sense to me I don't have money or time to waste and they're wasting both I don't understand K why do they do this it goes I don't get it either but this is what how humans are so you have to like learn in your mind like when you're ready to flip the switch
flip it fast the faster the better okay now get into the tactics of how What mo says I mean able to do so you can see it transparently happening in real time okay I don't create any content for the Futures account zero not the Instagram not the LinkedIn not the Facebook I do
none of it somebody else does that and for a period of time the things I wrote and the things of the future wrote sounded the same not the same but sounded the same and you know how they did that and I'm going to tell you how to do it in case you want
to do it do you want to know how to do it okay now I did it the wrong way the first time which is I expected someone to write like me when I've written nothing I wanted somebody to speak like me when I've said nothing you understand the problem okay so what you
need to do is you need to be the first source of yourself does that make sense you have to give them something to copy and to build off of if you're a writer you write your book so then what they do is they take pages from their book and they're like okay it's
not literally the same page but now I know what you say because I've understood your writing and then you record a video I just draw rabbit ears I know nobody does that anymore okay and then from that they can get that and they can get little Snippets of you and then they can
start to understand who you are your point of view your ideas but you have to create the original content The Source material matal so when we hired uh social media firms to manage our social media account they had nothing to work off of except for our portfolio which does not have a voice
it doesn't have a point of view it's just work they got nothing to say then this young woman her name is l she used to work for me she was our social media intern from the UK she would write posts for the of our Instagram account and it was really weird and it
really bothered me I'm going to see her in a few days right there's my account and then there's the future account and the Futures account grew faster than my account I'm like what the hell you are borrowing from my source code how is it that on IG the Futures account is growing faster
than me I don't understand this and it bothered me deeply because I have competition issues I'm like what it's not even me if you like my thoughts why don't you follow the source code and the reason why the reason why I is because she was consistent and she wrote posts in the way
that people needed to consume them and I was not so sometimes you can have great ideas and you could try to express them on your own account and not even grow because you don't know the rules and truth be told I didn't spend enough time on Instagram to know how it works and
she did because she grew up with Instagram so to speak she understood the tools how hashtags work the the Cadence all that stuff so if you want to build your own personal brand and your corporate brand there needs to be some connection here because otherwise the corporate brand has no voice it has
no soul it has no ideas it has no opinions and that's the problem with the way most people write because they want to use their corporate brand just to sell more things that's all but if we go back to if you teach people something you build Authority you grow your audience and you
will generate leads it's not a one:1 ratio but it's a much better thing for you to pursue than just to jam marketing campaigns into people's faces if you're really good at that go for it but also realize it comes at the long-term detriment of your value okay so you guys know this uh
some of my accounts have actually reached a pretty high State and from that point now I'm able to get all kinds of crazy good deals and it's freaking awesome it's so amazing I can't tell you how amazing it is you'd vomit I just go home I tell my wife and she wants to
vomit she's like this is horrible it's horrible you know like yesterday we we held an event like a what is it called a fireside chat where the ticket price was Zero it's just pure donation donation I expected 0 it's just whatever you want to give or nothing at all zero tickets that were
sold were 0 some were a dollar some were five some were 20 a couple were 100 I'm like what is going on and then I showed my wife look at this she's like what we sold this many tickets and how much money it was all free you see so it's not what I
can get from people today but what they want to give you tomorrow and that's the game I want to play and I'm telling you right now everything you want just follow that game plan you'll get it but you have to stay committed and you have to just keep grinding at it okay there's
no shortcuts to this cuz you know here we are you know 36 hours later stupid video on the internet and here we are having a relationship with each other that I think is genuine because it comes from a genuine place and I think people could smell that they really can and you can
see those marketer scumbags are out there doing their thing you might buy their product because they have something to sell you but you got no relationship with them you owe them nothing you feel no connection and emotional irrational connection or bond with them how can I help you build your personal brand in
the last five minutes here so we can take pictures and do fake ceremonies okay go ahead you got the mic go ahead what else going to do for you honestly I just think I need to take a more religious approach to some of the teachings and stop picking and choosing what I want
to apply yeah here's one hack okay everybody can do this because you're like I don't want to say it I'm terrible okay all right what's the topic you want to speak about what's the topic you want to be known for one topic me personally yes positioning positioning I want you to just pick
five books on positioning written by five different authors it's very easy to do you type in positioning on Amazon you sort by the highest ranked books and I want you to buy them as long as they're not from the same person they have to be from different people because then we get to
topical reading We compare and contrast okay there's that number again five it's always five you want to read five books it's really easy as soon as you know what you want to talk about on positioning read five books you probably read Jack trees and Al Trout's book on positioning they coined the term
positioning that I would start there there are other books on positioning where they don't call it positioning but it's really positioning I think the win without pitching is a positioning book it's actually not pitching at all it's kind of misleading so what you want to do is you want to read five books
so it's very easy okay let's say the average price of a book on Amazon is $30 I don't even think it's that high huh get it used whatever but it's not even that high let's just say it's 30 bucks the most you're going to spend is $150 and that seems like a pretty
modest investment to build your knowledge base to do personal development and to be a thought leader in a space or at least just have the confidence to know that you know what you're talking about okay somebody has spent a lot of time perhaps a lifetime distilling what they've learned into a book okay
very simple formula if you do this I promise you uh August of next year if we do this again you're going to come back and say dude I just crushed I'm like I know I see you everywhere now the question is who's going to do it you're going to buy those five books
you clear out the rest of your books you just read these books at the end of each chapter stop and say what what did I learn what can I apply just ask yourself those two questions what's one thing I learned what's one thing I can apply and write right in the book you
own the book what did I learn what can I apply and when you get through a chapter and you get through two chapters where you can't write what you've learned and what you can buy stop reading the book uh not buy what you can do or apply right what did I learn what
can I apply sometimes what happens is chapter 7 and 8 it's just like padding they just keep saying the same thing over and over again don't be like me don't be a completionist stop reading the book it's not worth your time anymore or at least start skipping chapters okay and then you're done
read the next book and as you're doing this reflect on the thing that you learned and what you can apply and design something that you can share with people as a short form post as a visual you know I recently put um a carousel up about mental models the square of the circle
and the triangle look at that save that pose and just map it to that here's the crazy thing I'm going to drag my friend anley back into the conversation we'll probably edit this out of the video guys she's said Chris that post it's making all the sense in the world when did you
start talking about this it's making all the sense in the world to me I said do you remember the first Workshop we did in London the very first Workshop it's one of the first things I said she say you're right it's been there the whole time I've been sharing with all of you
right especially in the Pro Group as we're doing our regular meetings map this into something Translate into some form that's even easier to understand and then what you want to do is you need to cite the source this is very important it's the way to honor the idea and it builds credibility and
what you're doing is you're borrowing from people's expertise and you're building relationships with them the reason why I have a relationship with so many authors now when I say so many it's like just a few is because I help to sell their books if it's a Marty numar idea I put Marty's face
in it I put his book I tag him there's no way you can mistake it only time I don't do that is cuz I forgot or because I think it's so annoying that every other slide I'm citing every it's like it's enough right I've met my my limit and to this dat no
one's ever called me and said you scumbag you know do you know that my relationship with Blair n started out as an angry one he was angry at me and now he's sending me lightsabers it's true and if you look at the dedication in the back of that's true 100% true but if
you look in the dedication in the back of my book he's one of the like Platinum level sponsors he bought the book for $1,000 reciprocity long-term value relationship building and the last time I had a chat with him pre- pandemic I'm like let's do an episode together he's like I'll fly there we
we'll do it together I don't feel Worthy is I mean I do but I'm just that's so cool right auor keep sending me books now it's awesome and now I tell them I can't read it all right uh what else do you want to know about personal branding I'll tell you right now
I'm good you're good excellent I love that are you satisfied yeah will you go home on that plane with a smile in your heart yeah yeah okay and I'll see you next year okay with the results yeah yep yeah and I'll see you I you want to be like um not unmistakable but
like I cannot ignore you unignorable what's the word I'm looking for what undeniable not undeniable unignorable unignorable like yeah like I cannot miss you cuz you're just crushing I'm like God that girl is killing it freaking amazing undeniable if I'm the one who throws it and knocks it over it's game over so
uh right now right I have a basically like a paid advertising agency and we're talking about personal branding you had an you had a agency where you were doing graphic design work and videos and stuffff and now you've transitioned into being an educator so from what I'm hearing that's kind of like where
we should all be headed is that what you're saying or like I mean I think we all evolve to a certain point and depending on what you want from your life how hard you're willing to work and what kind of sacrifices you want to make you'll find the right balance for you I
think I could have stayed as a happy designer for really long time i' just have two people working for me and the impact I want to make on the world would just be that just want to make beautiful identities but that's not what I want you know I have crazy freaking stupid ideas
I want to see come to life and my wife is always like God the the cahon is on you to think you can do that I'm like so for me to do something I got to believe I can do it so stop raining on My Parade I'm just going to do it and
if I fail I'll get up and I'll keep trying until there's so much evidence that it's not possible I just believe it's possible and so far seems like everything I want I just get and they'll for me I just want it and I'm willing to sacrifice a lot to get it and I'm
willing to play the long game okay so it's not for everybody it's not maybe it's not what you want and I I think this okay as we get back to personal branding a little bit here I believe uh your purpose in life is to discover your gift and then your mission is to
give it away and it's not even my line I butcher that I think it's Picasso damn bars I know I had to sight it see I had to cight him right it's something like that the purpose of your life is to discover your gift and then your the rest of your life is
to give it away because gifts are not meant to be kept it's meant to be given and I think some of us will never discover our gift some of us discover a gift and won't give it away some of us know our gift will give it away but can't do it at any
kind of scale that's where I'm operating out of right and that's the place I want to be and you know um we were joking about this the other day in in in a group a bunch of new grads they why why are you so happy I found it Can you feel it and
when you when somebody finds it you can kind I don't know about Aura and energy but I'm like I think there's something there I'm a little lighter in my step that's all so I think you all need to figure out what the hell your gift is and your gift is not what you
think it is it's a combination of your weaknesses and your strengths and where those overlap and it's a lot about like your physical attributes like the voice uh the way you project your energy uh the shape of your body I think is is it Rizzo the singer is it Rizzo Rizo lizo lizo
big black woman right she found her gift and she's embraced all of it and it's amazing to see my wife was watching her and she didn't know her from Jack she goes this woman is so inspirational the fact that she goes out there with leotards and just does what she does and she
gives a lot of women and men power she just say I accept myself so it's like we're always running away from who we are to be somebody we're not because we don't feel like we we can be that person to be accepted and to kind of book in that story about annaly it's
like I already see you this whole time I'm waiting for you to be brave enough to show the world who you are and I believe she's on the path to doing something amazing with just being who she is I'm not saying she's going to be rich or famous or be a mega influencer
but my God she's going to be in her power I want to make some socks and the socks are going to remind you stand in your power and that's about bracing who you are and you can do it each and every single one of you there's this guy he always goes to the
um uh what is that YouTube conference VidCon VidCon he goes to VidCon and he has like some kind of birth defects and he's really awkward his spine is jacked his face is all messed up but he's out there he's dancing and apparently he's some amazing DJ and people are telling me like he
has a million followers on Tik Tok this kid has figured it out because there's a lot of things working against him but apparently he knows how to spin records and people are so joyful just to see him celebrating life despite everything that's working against him so all of you whether you're you're single
married divorced uh an only child a child of 15 people whatever it is that you're going through in your life as soon as you can own that and let that be part of you and not fight that part you're going to be one step closer finding your gift okay like I wonder people
who have a beautiful voice if you're not using your voice to sing and perform you are wasting one part of your gift I wish I could carry a tune I can't I wish I could dance because I'd be singing and dancing in front of you right now that's all I got are diagrams
and some ideas and I will sell you that I will give you that because that will be my gift to you okay that's that's it I mean what what else have one last question Jason oh do it dude this is back a couple of the um my positioning no I'm just [Laughter] kidding
about my bro guys clients go ahead no you were talking about um you know accomplishing your goals and making sacrifices and this is something that I hear from a lot of people saying oh I have to make a lot of sacrifices and I'm just kind of curious to know from like you know
in your own personal life what does that mean to make sacrifices because I it's just I hear from so many people I want to know what does that mean for other people okay pick a dimension and I'll tell you what sacrifices I made pick a what pick a dimension oh okay in what
and I'll tell you okay like uh let's just I'm trying to think um anything like your personal life like personal time personal time okay I've stopped playing video games okay I don't read comic books anymore I've given up the things my my you know the things that I pursue I used to play
Skyrim till 3 in the morning and I had to sneak upstairs really quietly cuz I didn't want my wife to know I was speaking into the computer and just like you know whatever casting a spell in some trolls and you know what happens sometimes you guys think I'm joking I'm not freaking joking
right I've you guys play Skyrim you can you can have a voice right and the voice shatters bones and it's pretty awesome right and here what I do I'm narrating my own thing I should have been a video game streamer cuz my kids walk by they're like oh Dad and there you know
that's like when they're little munchkins cuz what happens is some stupid orc tries to fight me I'm like a level 35 I got crazy dragon armor I'm like do you know who you're messing with you mother effort with my voice I can destroy you right now I just use the bow and arrow
cuz it's more like gentle to kill you that way and like Dad what is going on with you I'm like don't worry and are you talking to somebody nobody they're not even they're non-player characters so I I I give up some of that right and I do give up some sleep I do
right I'm 51 but I sleep less than these guys and Ricky Lucas who used to work for me he got to sleep 10 hours I'm like dude 10 hours I've never slept 10 hours but I live an optimized life and yeah I don't go to like every family event or see my son
at every little thing and I believe this you only have someone much energy and time in your day you have to give up what you don't want to get what you want but people hold on to all this crap that they don't want you know uh I have like a 100 cousins I'm
not exaggerating there's so many of them I don't know who they are and you know what they do a lot of family events and activities together all the time it's like barbecues and Christmas and Thanksgiving and and none of them have achieved any of their professional goals none of them and they're smart
people they're attorneys they're dentists and doctors and it's like my God because the value system that was instilled in you was to make the family the center of everything you do now they have a tight ass relationship they call each other all the time quite literally while they're driving while they're cooking that's
wonderful so those are their goals so to your thing that's what's important to them Hallelujah my thing is I want to be so successful that if any family member needs my help I can help them that's it right like my parents like their Foundation is a little funky I'm like Mom do you
need money to fix this she goes no I'll get our other son to pay for it I'm cool I want to help you right that's it Mom I don't want you to drive just take an Uber I'll I'll send one to pick you up right now okay no problem that's it so yeah
there's tradeoffs you have to make those decisions for yourself okay if you want more content like this check out our business boot camp course designed to help you scale your business handle objections and charge more [Music]
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