#104 - Why You Should Be Studying MLMs

We're back. It's my first million. I'm Sean and I'm joined by Sam. On this episode, we talk about a bunch of different topics. We debrief our Tie Lopez experience. We have a bunch of ideas around trade associations, licensing popular brands and using them in funky ways. Sam got a speeding ticket and has an idea around police radar detectors. And then we just have a couple of stories and frameworks around coming up with new ideas, such as

the little trick I use with M L Ms. So uh it's a good episode, me and Sam and hope you guys enjoy. Yeah. I feel like I can rule the world, I know I could be what I want to Mala, eh.

So We are alive. Before we get into ideas we gotta recap, right? Yeah, I think we should uh Debrief.

So on We recorded it on Thursday. Went live on Friday. I got a a ton of messages. We had Ty Lopez on. So listen to that last episode. What did you think, Sean? I think I I I actually felt like my my My outlook was similar to I think how most what most people messaged me afterwards, or at least it felt that way.

Uh which was I thought it was a semi interest I thought it was an interesting episode. I thought it got interesting later. I thought the beginning he was kinda monologuing and doing his thing. He wasn't really saying new stuff necessarily, but I thought it got interesting. I think he's a total character, and I'm fascinated by him. Like I sent you this tweet he put out yesterday, which is like uh h his he took a selfie in the mirror and he's like he looks like the you know

He looks like someone from The Incredibles. He's like super, super jacked which I couldn't tell when we were doing our our recording. I I couldn't get that I didn't get that feeling feeling at all. I did a little bit. You could see he looked uh fit. The yeah, he looked fit, but like dude this picture looks crazy, but it was just added to the like Just how hilarious of a character he is and how over like over the top in larger than life in many ways. So, anyways, I thought it was interesting. I thought he You know, was pretty open.

Uh I I thought yeah, he does this thing where he kinda like redirects conversations towards what he wants, which is fair. Like Most Kind of successful persuasive people I've seen have this talent. He uses that talent a lot. But

I thought he was fairly open. I thought he was down to answer any questions. He didn't we've had people come on and are like I can't talk about that and you know, blah, blah, blah. He didn't have any of that in his in his in his talk. And then the other thing was the people who hated him before still hated him. Uh the people who loved him before still loved him. And then the people on the fence I think leaned towards He's a smart dude. He's interesting. I like him. I like him more now than I did before. That's how I read it. I think that you in particular, I told you this when I was texting you, you did a really good job of pressing him. I didn't really press him so hard. I um I think that Someone once wrote this review on the podcast that we congratulate ourselves a lot. So I'm always trying to be aware when I do it. But I would say you did a very good job of pressing him

I think that I would have we probably both would have been even better if it were in person. It was a little bit hard to to uh interrupt him when he was speaking with uh because there was one uh a few times where we both wanted to say stuff and we accidentally had mute on or something like that. And so I wish we could have done it in person, but it was cool. I got I got dozens and dozens and dozens of like messages from people who are

Um I was shocked were listeners and I thought I was like, Oh wow, this is cool, this was good. Did you get a lot of messages? I did, yeah. I got text messages that were like, Oh my God, my my bullshit radar is go is beeping off like crazy. Uh for you know, for little things, like he wouldn't share his age. And it's like it's one thing to not share certain numbers, but like when you don't share your age, it like just reinforces this belief that way, are you kinda shady? Which I just found funny. I don't even understand why he did he wasn't sharing it, but whatever. And then other people were like

It like some people did these really insightful recaps where they were like They wrote blog posts or they tweeted I I retweeted a few of them. But one thing that I thought was cool was people were very like reflective of Okay, I felt this way about it. Like You know. Wh where do I stand? Uh and and what does this mean about me? And like what parts can I give him credit for? What parts do I feel you know he was kind of overhyping?

And I just thought people had like a introspective Some people had like a very introspective response to it, which I thought was kind of I don't know, interesting. It's not what I expected. We never really had that. I never felt that with any other episode. I felt pride because I think that like in the world that we live in right now with the election coming up and everything, we live in a very polarizing environment. And I'm really proud of the audience that and the brand that we're building and the community and the listeners and ourselves because

we are all pretty reasonable about listening to different perspectives and different ideas and not being too harsh and understanding that there's two sides to every story. And I felt really proud about that where There are some people who I'm really good friends with, like Andrew was like, Yeah, I'm still I he our friend Andrew was very vocal where he was like, Yeah, uh I disagree with you guys entirely. That's cool. Wonderful. Uh it's okay to have friends that disagree. But in general, even people who disagree were like, I disagree, I understand their opinion, though, and I think that made me very Prideful. I felt wonderful.

Yeah, I feel good about that. And the other thing I I actually don't think we did a great job pressing him. The reason why is I didn't do a ton of research. Like a lot of people who really don't like this guy, it's because they've looked into a whole bunch of things, they've read all the Reddit forums, they've watched the YouTube tear downs and like they they they know more info. That's not

I really wasn't interested in tearing the guy down or like doing investigative journalism. That really wasn't what was interesting to me. I sort of just assumed going in this guy's a pretty talented marketer. He took advantage on the YouTube platform and he did what a lot of people do. He sold, you know, kind of a dream and he probably you know, his content was probably good. Not completely original, but who cares? You curated good content, gave it to people. If you actually applied that in your life, it would have helped you. If you didn't, it wouldn't have helped you. probably was kind of aggressive on certain pricing tactics or like, you know, certain things. I may have crossed the line on certain areas. I'm I don't really know. I don't

Personally that was less interesting to me. Just like during the convo I was like Yo, people get all up in arms. Did you rent the Lambo? Did you leave it? Yeah, that was bullshit. Who cares? I I personally just don't care about that. And so I think some people who cared about that felt like Did you let him off the hook? You you guys didn't look into enough.

But it's just like I didn't care about that. That's not what was interesting to me. I would have somebody on here who's a total Internet scammer or somebody who's a hacker, somebody who hacked a Bitcoin exchange. That doesn't mean I think they did a good thing, but I'd be fascinated to talk to that person and understand Who are you? Why do you do this? What's cool about this? Are there two sides to this story? What's what's your point of view? You know, like I'm just a more of an interested person and less uh

I'm not trying to be the cops and I I think some people wanted us to be the you know, the cops and sort of waterboard them and it I that's just I wouldn't have done that to anybody. It's not really what I'm interested in. Yeah, I didn't really care about the whole leasing the cars thing. That that didn't matter to me. One I will say though, one thing that's fun about that So whenever I I hear of someone interesting, I always type in their name into Google followed by the word house. One way that you can figure out if someone's legit is by their real estate holdings and if they're a big deal, typically their home purchases come up on Google.

Uh, which is fun. And I'm you know that Grant Cardone guy? What's his name? Grant Cardone. I don't know how I feel about him. But he has this private jet and I noticed that the seats have his name embroidered into the uh seats. And I'm like Oh shit, that's like a legit I'm like holy moly, that that whatever he's doing, he some he's got some cash somehow. So I that's like a funny con we can get Grant on here. I I he w he used to use our product a ton, so I've been around I've talked to him a bunch of times. Let's do it. I would like to have him. I think I either have his number, I definitely have his email, so I I think we can get him on.

My friend Rem Ramit Sethi, who we also have to get on, he was like Dude, he his name is embroidered on his seats. He's like th that's a legit he owns that jet. I thought that was funny. And then last thing was Ty kept saying Silicone Valley. Uh huge pet peeve but that's okay, whatever, that's not important. But what he something he kept doing And our friends from Silicon Valley kept doing this where they were like

Ty would say Silicon Valley sucks for this reason. And then our Silicon Valley friends were like you internet marketers suck for this reason and I'm like You guys are all like kinda the same. We're all the s I mean, it's it's like the same shit. It's like Ty definitely was quirky, like A little Aspergery. A lot of our friends are kinda Aspergery. Uh like they all like say the same like their strategy's the same thing to charge a lot of money for quality products and to hold companies forever and do this and it's all the same. They're all the same per they all agree on a lot of the same stuff.

Yeah, I I don't think I don't think they're exactly the same, but I think A Uh the second thing is they're both hypocritical about each other, right? So like For example

uh when Reddit got started The founders said, you know, we went on, we created 30 different accounts, and we would be commenting on all the different posts to make it look like there was activity, right? That was their fake it till they make it strategy. Airbnb sort of uh famously got got uh exposed for early on. They would scrape Craigslist. Pull the listings automatically without the permission of the homeowner, post it on Airbnb as an Airbnb listing. And then email under a fake name Jenny.

Uh to different people being like, hey, I would love to rent your place, but do you guys use Airbnb? Like I prefer Airbnb. It's much safer over there. And that's how they grew awareness. It's sort of a black hat technique. There was no Jenny. They did this without permission. And like These are like some of the Air B has one of the best brands in Silicon Valley as like kind of a awesome company that people look up to and like, you know, it's admirable.

Um And maybe Ty Lopez, you know, maybe he has his own versions of either fake it till he makes it or you know, charging in some kind of like you know, diplicitous way or whatever. I don't know. There's the I have tons of examples on both sides where both sides have a ton of dirty laundry, internet marketers do, and so do Silicon Valley companies. So I think it's sort of hypocritical to be like really virtuous, which I think was his point was like there's a lot of virtue signaling. In good old Silicon Valley.

But yeah, whatever. I don't know. Enough about Ty Lopez. I feel like You know You're gonna feel how you're gonna feel about it. I feel like we did a decent job of it. I was interested in it, and I don't hate the guy or think he's like, you know, the worst thing ever invented, like some people say. I would totally hang out with him. I would absolutely hang out with him. Did he text you by the way? I if you ask me for your number. Yeah. I was like, That's kinda cool, your Texan tie. He's like some guy that like he said seven out of ten young men in America knew who he was, and I bet I believe that.

Yeah, you know, I I think he I don't know, he's a character. What what's what what's there to hate about this guy. But if you hate him, whatever. You have your reasons to hate him. Uh if you love him, you have your reasons to love him. I I don't really care either way on that. Uh my personal opinion is I think he's talented. I think he's uh a character. And I think he's an over the top character, and I find that fascinating. I think he has some tells where he overhypes.

And he quotes Buffett and he quotes he's just a quote machine. Uh, to kind of give himself credibility, like I'm doing this thing. Well, oh, here's a quote from Socrates that tells you why I'm doing this thing, and like there's a talent in that. But it also reveals a little bit of like Well Can your actions and can your logic just stand for itself? You know, there there's that's a that's usually a masking technique that people use.

To do that. Well like whatever. I don't know. I'm cool with him. I think he I think he's an interesting dude. Well, we m we've milked it for all it's worth, so good on us. Uh you wanna talk about ideas? Yeah, let's do it.

Um, I'll bring one up first. Okay, so Ryan Biegelman, our mutual friend, tells me about this all the time and I have been interested in it a little bit. What do you know about trade associations? Anything? Just that they exist and that they h they sort of have this like very beautiful business model where they're charging everybody for kind of like Pretty simple amount of value. Yeah, it's like good, straightforward value and I didn't know too much about'em but they're

Kind of interesting. Trade associations are kind of a business where it's like everyone knows what what they are or has heard of one, but you don't actually think about how they like came to be, and nor do you think about like creating a new one, but I think you can. And the reason I'm thinking of one in particular is it's called the Society for Human Resource Management. And I discovered it because uh the CEO is like uh friends with Trump or something. So Somehow this came up like on the news that the CEO of The society is what Trump for this and I just Google it and I was like, Oh, that's interesting. So it has three hundred fifty thousand members of this Human resource management.

company and it makes hundred and fifty million dollars a year in r s in subscription revenue and it's beautiful. Another one is there's one for uh all types of different engineers. So like uh I don't even know the type of engineers m could there be like bridge building or whatever the engineers, civil, yeah. Yeah, like a all all you know, whatever it is. There's a bunch like that. There are so many trade associations and I actually There's this one trade of so there's this one email list that I used to use to post w uh my j job in when I needed on office management. uh manager. It was called the Org Org. Have you heard of the Or Org Org? This is for office managers, right?

Yeah, this young woman started it. I think she was like really young and it was just like an email list. That's all it was, but it was like super effective. And it when I when you hear the org org, I'm like, Oh, this is like some silly email list, it's not that big of a deal. And then I see this business, uh, the Society for Human Research Management, I'm like, Oh my God, this thing could actually probably be huge if you So anyway, kind of a cool business model. What do you think? You said the word beautiful earlier, so I call these beautiful businesses. A beautiful business when I say it means It's just so elegantly designed to just be a cash cow.

And uh a beautiful business is one like this where The product is incredibly simple. The lock in is huge because you're gonna join the big trade association. You're not gonna join some small up and comer. Uh so it has this amazing defensibility just in the network effect. They charge, you know, annual recurring subscriptions and people are gonna keep their fees. They wanna they're gonna say stay a member of the association on average. And it's like zero work, zero innovation, zero everything.

And uh I just think it's like Beautiful business and the the sort of the effort and difficulty. to reward ratio is beautiful. So I think you said it absolutely right. Yeah, and uh for anyone interested in this business model, maybe we'll do a deep dive later on. But they um

Trends. We did one on like peer groups and those are not beautiful. Those are a lot harder than they look. But if they work, they're beautiful. But uh a lot of trade groups Are non profits. So you can research any type of trade group and if you Google like

For like the name of the trade association, then revenue or name of the s uh trade association, and then what's the nonprofit filing number? Uh like five one three C. Yeah, if like if you Google that word, uh that phrase, or if you Google the trade association followed by annual report, they all reveal all their revenue expenses so you can be like, Oh wow, so this group charges three hundred thousand people a thousand dollars a year and they charge the company it's like it like gives you the total playbook on how to do it. So pretty cool. Uh so I saw this and I thought that was interesting. What else could this work for?

And Frankly, it could probably work for the same thing. You could probably just do another H R one. Alright, today's episode is brought to you by Tempo. Tempo.fit is the website. I actually use this. I've used this for a few months now.

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Hustle. One word, you'll get a hundred dollars off. So check it out. I use it. If you look me up on Twitter, you'll see I'm always filming videos where I'm talking to that company saying I'm trying to crush their employees on the leaderboard'cause I actually love this thing and I and I use it all the time. So check it out. Yeah. Uh or you could do this like same remember that sort of two by two matrix I talked about, where it's like Old problem, new problem, old solution, new solution. So what I would do here is let's say this is a beautiful old solution. This is an existing solution that's proven that works. I would just look for

Basically uh new problem. Basically what's a new market, what's a new industry or trade that didn't exist. you know, five, seven years ago. Maybe it's Uber drivers. Maybe it's Airbnb hosts. Oh, maybe great idea. Maybe it's crypto miners. Maybe it's I don't know, like whatever. Those wouldn't be the the best fits, but Um Instacart workers, gig just the gig economy in general, right? Like maybe it's a gig economy trade association. And you know, okay, cool, there's hundreds of thousands of people. I'm gonna apply this old business model that's beautiful to this new market segment where nobody has taken the poll position as the

trade industry the trade trade association leader in that group. That's a great idea. How many Uber drivers do you think there are? I have no idea. Over a million? I think I've yeah, there's a lot. There's I think there's over a million. Try to find that for us, but Uh yeah, I think there's over a million.

How? Yeah, that's a cool idea. The gig working thing is uh yeah, that's neat. It's cool. Um Historically like AARP is like one of the

greatest trade organ it's not a trade organ, but like membership groups of all time. And then uh Uh it's pretty cool. I guess it's kinda like a union. That's pretty interesting. And you know, you could also do this with other groups that like, let's say, traditionally don't have this. So I would try to find what are the common t characteristics of this? Is it You need to have like, let's say, a a million plus people in the profession, right? Maybe that's the commonality. Uh maybe it's that they they all are looking for certain resources. I I don't actually know what what value these guys have. Do you do you know like what's the if I join the Society for Human Resource Management or or whatever.

Um I know with ARP there's like discounts, but for for the H R one What is the core benefit I get. Yeah, why is this a must join.

Let me give you like the um They're The sh what they say is education, certification networking as well as lobbying Congress on issues regarding labor management.

Um that's what they say. Now they also the really the where they make a lot of money is conferences. So uh a lot of like trade shows. So like I mean it makes sense if If I would totally send our HR person to this. I'm like, hey, there's like this thing, it's four grand. It's a two day event. You wanna go and learn best practices on how to like what's Well like for right now I'd be like hey like remote work's a thing, how do you like fire people remotely and get your equipment back? Like maybe that's just like a maybe that's just like a conference topic. I'm like, Yeah, sure. Sounds good. If this if our HR person wanted to go, I would say, yeah, but no problem. Um and so uh I it's mostly education and they monetize

that education with Uh conferences. Right. I think this I think it's a good to-do for us to go say, go figure out, okay, what is the core, is there a common core benefit that the trade associations provide? Um, maybe it's education. Certification I know is one like personal trainers have to do this, but they have to keep their certifications up to date. And it's this giant, like essentially a scam where you have to you just have to keep paying$120 a year or whatever just to keep your certi certification like valid. Um and your certification. Nobody cares if if you have that certification if they're if you're their trainer anyways. They you know take one look at your body and then they work with you like that's it. Um and so there's certain things that I think are Providing less value than others.

But like again, if you can find some new niche like Instagram influencers or like whatever, online creators, twitch creators, whatever, right? Like why why is there not an association? If if you could find one Core benefit. I actually think okay, so here's a riff off this that Uh I'm gonna sound kind of stupid because I don't really know much about this. But I know enough to know that it's interesting. Let's take a pro let's take a profession like like vlogger or streamer, right?

So there are You know, every given month there's millions of video game streamers, millions of YouTube creators that are uh creating. Now, obviously they're not all successful, they're not all full time, they're not all all making money. Uh there's like a power law, right, where the top X make it. I think, for example, on Shopify But you know there's

I think a hundred thousand sellers that do over a million dollars a year. There's sort of a similar ratio uh when it comes to streamers or or vloggers on YouTube. And Uh, they don't have health insurance, for example. And what happens is most of them don't care about it. They don't use it. They're younger. So they, you know, till twenty five, twenty six or whatever, they're covered on their parents' thing. Or they just like, whatever, risk it. Wing it, right? And so um

There's zings that churches do. called healthcare co ops. Have you ever heard about this? Go on. Yeah. Healthcare share programs, I believe. And as basically a you can get health care not through a traditional healthcare provider, but you can create a co-op within your community, within your church.

uh where you basically pool money and insure each other. You sh insure the other members of the church. This has become quite popular. I started looking into this market because I think it's one of those like secretly really big markets. A huge number of people now are participating in these healthcare share programs. uh that are done by the church. And churches have this loophole where I think

You other you otherwise need to have insurance. But this qualify you can do it through the church and you don't have to do it do it through traditional providers. And so they they sort of get this workaround. So I wonder, this is like a crazy idea, but I wonder, can somebody find a problem like that for online creators, right? Instagram, YouTube, Twitch, whatever. And solve one of their core needs, such as health care.

And can you sp can you solve it in one of these like ways? Like could you cre you know, create a could you take an existing church and expand the model to where where it works for them? Or could you create a new type of insurance carrier that that will that will live OTT on top of existing providers, but focus on this this customer segment specifically. Uh I think Anywhere there's a new job, I just want to apply old services to new professions because they're usually pretty immature. What I'd be curious about is how do like nomadic remote workers

What do they do for health insurance? And that's one of these new things. We uh Uh Does every company have this or for in October, j I don't know if it's just us or if it's every company, but we're doing we have enrollment for healthcare soon.

And uh Now that I'm out of state I don't know. I gotta figure out what to do. And so this is the p a problem I'm facing and I'm curious as to how people who live in Bali, like one of the a woman who works at our company used to do, or how Uh, people who travel all the time. I mean, I don't know what they do for healthcare. I'm very curious about that.

Yeah. I I I don't know either again. I I said at the beginning, I'm gonna look like an idiot'cause I don't know enough about it, but I know enough to know this is an interesting problem area to go look at. Um Anytime lifestyles change, work patterns change. New jobs emerge.

opportunity has simultaneously emerged. And so that I think all these are are sort of Really, really interesting ones to look at. I've also seen a bunch of things fail in the space. Like I'm I had a friend who was trying to provide the back office for Uber drivers. He's like, Hey They need to pay taxes and they need health insurance and they need these things. And you know, company failed and he was like, Yeah, it was just really hard to convince Uber drivers

That they needed this. Like I know they need it. They didn't know they needed it. I don't know if that was just his excuse or if that was like legit the the actual core fault of the of the problem because uh Fundamentally I believe in that I that idea. Uh, and so I reached out to find out why I failed and that's what he told me. Um all right, I'll give you one more quick hitter. Okay, so Do you know how so this guy named Tony you know who Tony Fidel is?

Yeah, the critters. Yeah. Yeah. So what this guy did, um, was he helped Steve Jobs build the iPhone. And or maybe the iPod, I forget. And or both. And he looked at I guess what they did was they looked at kind of like things that we kinda used on a regular basis that many people had and had bad user experience and they made it sexy and cool and

He did that with the thermostat. That is something that most every single American, maybe every American has And they actually are a little wonky or or they're not actually neat. Any like Create this thing, it's like, oh, that's a no brainer, huge market. And so oftentimes I think of products that are like that. And I think I found one. It's not actually a big enough market. But it might be.

And here's what it is. Um radar detectors for cars. I am traveling now, I'm driving all over the place, and I got a speeding ticket and I was pissed off because I was going seventy or I was going too below the limit. And I just crossed I was at midnight in the middle of Kansas and I just crossed the thing where it said construction zone and the speed limit reduced and the guy just got me and I was so pissed off'cause like dude, first of all, it's midnight and like no one's around except for cows. Second of all, you I was going with sixty eight and a seventy, and you just like that's kind of a bullshit. So I was I out of defiance, I went and got a radar detector. They are so hard to use and set up, and I started doing research and some of these companies, the top one is called Uniden. It's publicly traded, does like two hundred million dollars in sales, selling this radar detector for five hundred dollars.

And I had to watch a thirty minute video on YouTube on how to set this up. It was so challenging. And I still don't exactly know what what it all means. But Do you know roughly how many of these are sold, or like do do you know roughly what the what the market size is for this? Yeah, so the the some of the bigger guys are Unidin and

I think it's pronounced S cor. Escort owns a couple brands and Uh Uh exact at GM was Former formerly the CEO. It does like two or three hundred million in sales. Uniden is a Japanese company. It's uh Uni like university and then Den, D E N.

Uniden does like a hundred and fifty million dollars in sales. quite profitable. So It's not like huge, huge. But hundreds of millions in revenue, but probably globally billions in revenue. And I'm shocked at how horrible of a product this is for the five hundred dollars that I bought it.

Yeah, that seems awful. Um, and I love this I love this niche, right? Because who who the fuck thinks about this on a daily basis. Um but But clearly you know, this is a product that's been around for decades. And uh it serves a very clear pain point, and I could totally see how these would be outdated. I'll give you an example of another one that's like this. Pools. So I have a swimming pool now.

Uh in my my my new place and You know, you always the gu a guy comes every week and like changes the like chemical balance or whatever to make sure the chlorine's good. And uh he has to measure it using this thing. So some guy Some founder who listens to the podcast

had reached out to I don't know, be in my mastermind or something like that. And I saw what his product was and it was a I know who that's my friend. Oh nice. Yeah, it's like this floating pool chemical detector, right? Um basically it's a little little buoy that float around in your pool and will constantly just make sure that your pool's in balance and you can look on your app and you can see You know, whether it's good or bad and your if your pool's in a in a good state or not. It's like take this kind of old problem. And

It's not even like rocket ship, you know, type of technology that you gotta build to make a better solution, right? Nest is not that amazing. It's like well designed for sure, but It's not a thermostat that's It's okay. It's okay. And um you know, it's got a screen and that's the core innovation. You can m c control it for your phone. Um

Great. There's how many other sort of household products could use Little modern modern touch ups. Yeah, and that I think about that all the time because I thought the w the next thing I'm like, Oh my God, that's one of those things where you're like Well yeah, it seems obvious now. Right. Um And uh did this with routers, right? So they they modernize the router and you know had a

Decently had a decent exit. I don't know how well it went for them. They raised a lot of money, but Uh, they got adoption and that that's another example of one of these. Yeah, routers are up there. I just I I like thinking about that. Like what are household products that we all use and we have forgotten about. And uh I grew up with a radar detector and my when we would we would always drive to Florida for twenty hours and we would have one. And I thought it was funny, I'm like That's kinda funny to like build a company just to detect just to help you

kinda break the law. Uh which I think is awesome. Uh but Man, I'm using this freaking radar detector and I'm like, Oh, well there's and there's actually like a cult following. Like there's a lot of people like me who are gadget nerds And Who are obsessed over this, and uh it's a pretty cool thing. There's another company that's similar to this that is far more famous. Do you know Weather Tech?

Uh no. Have you heard of Weather Tech? No. You've never heard of Weather Tech? Okay, w it's like They've almost I would say they have done it.

They built like you know how Yeti made cooler sexy? Mm-hmm. Let's you here you're you're gonna Flip a lid a little. You know what they made sexy? Floor mats for a car. Okay.

Looking'em up. So whether they look better. In the South, they're popular because it's like Is it the design or is it just that it's like super high quality, or wh why do people love these? I think it's both. Uh it's incredibly high quality. It's very expensive. So it's like I I bought'em for my car, I paid six hundred dollars, and for some reason that made me like it.

Uh but it is high quality and it feels it's like an they branded it like an outdoorsman thing. Four hundred million dollars in sales, hundred million dollars a year in profit. And how old is this company? Is this like a twenty year old company? Yes. Okay. Yeah, this is cool. Okay, I like it.

This is so like outside of my hobbies, my likes, my business knowledge. I'm like I would be the worst person to ever start a weather tech type company. Maybe, but you have a nice car. Don't you do you care about having a clean car? I mean that's like kinda all it is. No, you've never been in my car. My car looks like shit all the time. I bought a n I buy a nice car and then my car looks like a closet. It's just awful. Uh all right, here's another Really half baked idea.

I've been thinking a lot about licensing brands. My friend Xavier asks. No, not T Lopez. Uh my friend Xavier uh Got me thinking about this. So he was Buying a company uh

And I'm gonna have him on'cause he he's he's really great and he's I'm an investor in that fund. Yeah, exactly. Our our our good buddy Sieva and Xavier work together on this And one of the businesses that they're buying or that you know taking a stake in has a licensing component to it. I don't know how much I can talk about it, but it's basically they are

There's Maybe I can explain it. I don't know. Okay, I'll explain it and then if he tells me we can't talk about it, we'll cut it out. So There's a company that has um that sells caricatures. So like I can go and for your birthday, I can get you a a picture of you drawn and have it have it sent to you. And the what they did was they licensed certain styles. And we're gonna go try to get exclusive licenses across several very distinct visual styles.

Yeah, and the business does really great. And so That had got that had me think about licensing. Uh uh the very first episode of the podcast was with you know one of my best friends, Sully. And what he did was his company Tiny Co, they made mobile games, but they would license big brands. So they made the Family Guy game, they made the Harry Potter game. And it was a pretty that was the differentiator. They were just like every other mobile gaming company. But

licensing popular brands was their hack to get better distribution and buy in from customers. And so I started to think where should people be licensing popular brands? That they are not currently licensed them today.

And so I don't know, really wild idea, but here's sort of mixing two different worlds together and seeing if there's something in it. Um enterprise education. So corporate training and corporate education is like

probably the most sort of boring and stiff. Uh and it's like the worst content that gets paid for. And so I you know, that seems kinda weird to me. Like why shouldn't this be better? uh companies are willing to pay for it. It could be you know, it could be interesting, but the The content chops behind it are awful.

And so The idea here would be to license popular brands. And use those characters and use those um Those the those styles.

to to do corporate education or corporate training. One of the two. So g can can you hone in on this a little bit further? So you would be the one licensing the You would pay money for someone else's I P. Yes. Like let's go through a hypothetical example, right? Yeah. Um

In the tech community, there's this cartoon that's really popular called Rick and Morty. And um Rick and Morty is a great brand for the people who know it, but it's not such a big brand that it'd be impossible to strike a deal with them. And so I would go to the creators of Rick and Morty or the IP holders for Rick and Morty, and I would say, Hey, I'm gonna do a whole safety training and let's say compliance training uh series for big companies, but I wanna do it using Rick and Morty characters to explain the concepts.

And so uh I would on one hand I would say I'll pay you X for you know the royalties or the the licensing fee. And then I would take that and then I would go to companies like you know, the company I work at now, or I'd go to Facebook or whoever, and I'd say, Hey, you have this compliance training that you need all your leaders to go do, but it's so dry. That they hate doing it.

They don't do it or they turn it on and they walk away from their computer while the video plays. And we make entertaining training videos using characters that everybody knows and loves. And um you that's why you should buy from us instead of buying from the guys you currently buy from. And that's how I would try to build this business. I would totally stand out from the existing

you know, corporate training and corporate education companies by doing that. That's interesting. And um I d actually learn I I didn't know anything about licensing and I do you want to explain what Sulli did with his company? 'Cause you guys are the licensees or licensors.

Yeah, we are uh what would that be? I think we would be the license Cs, uh I don't know. You are licensing you are name clear you are paying the money. You are not the recipient of the money. No no the IP holder, right? So in their case they go to they went to the owners of Family Guy. And they said, hey, family guy, huge brand, love it. You guys crush it with TV, you crush it with crush it with merch. You're not doing any mobile games. And they're like, Oh yeah, yeah, we've thought about it, you know, we we think it could be great. And they're like, Yeah, yeah, but you don't want to get into the business of building mobile games. You don't know anything about that. But hey

We look at this. Let me open this door. Look, those 80 engineers, those guys know how to build mobile games. We've been doing it for five, seven years. We have some of the most popular mobile games. Here's what we'll do. If you license us the brand for uh for Family Guy, we will create a mobile game that uses Family Guy characters. And I'll pay you a three million dollars a year licensing fee for this, plus You know, an extra Yeah. dollar for every ten dollars we make on the game. And you know, that's a h you know hypothetical deal structure.

And I just read about this. Which is why I I like talking about this. There's a company called I read about it through a on a sub stack email newsletter that I'm on. Uh have you heard of

M G A. Of course you have it. M GA Entertainment. Uh MGA, is that the guy who makes those dolls? Okay, you have heard of it. Okay, so I love that guy. What's his name? That guy's a bowler. That guy's the Billy of the Week. Isaac Larion. That's the founder's name. Yeah, or is yeah, Isaac Larion, I believe that's his name. So the world's largest privately owned toy company is MGA Entertainment and Isaac Larion. Owns it.

born to a Jewish family in Iran. He immigrated here and so Uh originally what they did was they They became a licensee for Pow Rangers, meaning some guy, another Jewish uh or Israeli Americ or this guy's not Israeli, but it's Jewish another Israeli American immigrant created Power Rangers. This guy went to him and goes, Let me make toys with the Power Ranger let me make Power Ranger toys and I'll give you a a a large cut of the money. And he did that for a long time. And then he goes Cool.

But I don't wanna pay these guys m the money anymore. I wanna be the the IP guy. And so he invented bratz. Do you remember bratz? Yeah, bratz dolls, uh, for those who don't know is like Barbie is like ethnic Barbies. It was like black Barbies, cool Barbie, street Barbies, like It was Barbies with like a little bit of an edge and rather than the sort of clean cut image. Is that a good description? Yeah. I guess. I mean I don't know. I've not we're not not in the target demo, but And now their new thing, apparently, which is quite popular, it's Lol surprise. Again, we're not gonna talk about this. I know. My nieces are obsessed with Lol dolls, dude. LOL dolls are anybody with kids knows that you have to buy Lol dolls.

So this article that I was reading, if you have a daughter between the ages of four and ten, you probably know exactly what I'm talking about. If you don't Meet L O L surprise. And the company does five billion dollars in sales. They're privately owned. And it's growing like a weed and it started as licensing

Power Rangers and then they made their own thing. Pretty amazing. Is it is amazing. Even just the Lol dolls, like we could do a whole episode just on the fucking genius of these Lol dolls. It's like a little surprise. what you get inside sort of like a p buying a you know a deck of Pokemon or a pack of Pokemon cards and you don't know which characters you're gonna get inside. And so you go you know, it has the gotcha mechanics where you wanna keep going back and buying another one. Um And this guy, Isaac Larian is awesome. His story is great.

We should do a whole thing on that gotcha thing. Okay, so let's talk about these the surprises. Have you ever heard of this thing? I actually don't know what it's called. I bet you've heard it though and you'll be able to tell me. It's a candle And you burn the candle and at the bottom of the candle is a surprise and one out of a certain number of the candles have a diamond ring in there worth a hundred thousand dollars. No, I haven't heard this, but I love this idea. This is the type of idea that I these are the you know I said Weather Tech would be like The opposite of the type of company I would start. The candle where one out of every hundred thousand has a diamond ring inside, that is the exact type of company I would start.

Is it called just di there's a diamondcandles dot com. That might be just what it's called. But They like the The uh I think it's Okay, so there's a thousand dollar ring at the bottom of a handful of'em. Who knows if they're even actually there?

Yeah. And I just Google it. There's like tons of surprise. There's like a jackpot. Jackpot candles and they do the same for bath bombs. You know what a bath bomb is? Yep. And I guess there's some type of pri it's so I I love that. So there's that. What's another surprise one, like a Willy Wonka company. Like a Willy Wonka product. Uh so mobile games use this a ton. That's where like I I have learned about

Gotcha mechanics. It's like if if you want to go look this up, uh uh look up gotcha it's G A C H A, I think is how you spell it. Uh it's like the sort of the game mechanics in a lot of the Chinese game uh Japanese games. And so I think it's literally started I think with I sound kinda dumb. I don't think I know this exactly, but I believe it was these um like actual sort of like candy machines, um, that you would put a quarter in and you would turn it and then you would get something and it you know, it gets you hooked to the sort of variable random rewards. Um where you're constantly hunting and searching. It's like in games they do this with loot boxes. They create these digital boxes.

You But you know, you you play the game, you earn coins, you use the coins to buy the loot box inside the loot box, you got the new thing, or you didn't get it, and then you wanna open up more loot boxes and it's just fun to open them up. And so These are so addictive that some countries outlaw games that use these mechanics. Uh I think I don't I don't know where it was. I think it was in China or India. Some somewhere they banned

Games that were using loot boxes um because it was it's so addictive. It's so effective. And so some people brought this into shopping. And there's yeah, for shopping, there's a bunch of other ones. There's uh and a lot of them are scams. This business attracts a lot of scammers. Logan Paul or one of the Paul brothers like had a link to one of'em. They s they this company would sponsor all the YouTubers and it was called Mystery Box, and you purchase it and maybe you get I don't know, whatever kids like Supreme Clothing or something. Uh And it w I think they got big, but they're definitely full of shit.

Yeah, but I I like this idea of the sort of the the dream, right? Like I buy lottery tickets because I think it's fun to play the lottery. Um I love scratch offs. I think scratch offs are are amazing. Um they're just like Pure entertainment for me. And

Um, I I think that there's other spaces where you could potentially apply these mechanics that's non traditional. The candle is a is a beautiful example of of that. So that's uh so we've discovered two different frameworks, which is like Household items that are born and boring and forgotten, and you can just make up just a little better. And just ugly. Like uh and that you could like maybe like three mechanics. We did trade associations for new new trades.

Um. We did um the the household items, the everyday gadgets. uh that are ugly and hard to set up and hard to use and don't connect to your iPhone. Um that's like a kind of a core And then this one is The gotcha mechanics or l or licensing. Either either one either one could work here.

Yeah, oh we did talk about uh licensing but got the gotcha thing Is interesting. I like candles. Um Another one that's not.

The same, but it does involve candles. Have you heard of uh hometow candles or something like that? Yeah, that's that's a funny one. You know the guy who so for those of you who don't know, this guy his name is Ricky Van Ricky Van N I think. His wife Is

Do you remember what's the white girl from Get Out? Uh. Yeah, you know I've seen the movie but I I don't know who I was w I was looking at the black guy, not the white girl. I don't I don't I don't know who she was. Allison Williams Allison Williams. You know Alison Williams? She's like in a bunch of sitcoms. Her dad is Brian Williams. Ricky Van

I think his name's Veen or Neen. He works at Facebook now. Okay. He started Okay, so I I'm telling this backstory'cause it's interesting. It's like everyone's connected. I mean, first of all, he was like a Doric who started uh college humor. And he started Vimeo. And he married this Allison Williams woman, so badass and cool. Then he got a job at Facebook. He w where he works at Facebook as some executive, but as a side project, he started this thing called like home state candles, where they make candles that smell like your home state. So Washington is probably

Pine trees. California's probably ocean. Florida, who knows? So he knew this was gonna go viral because he was a content guy and he knew that state. themed things sell best. Right. And so we created like candles that smell like your home state and Probably I bet you that's a really big business, to be honest. Yeah, my friend John uh started something called birth date candles. Uh so he's the creator of Gravity Blanket. Uh, he's the creator of the moon pod. And then his third kind of like invention that kind of worked is Um birthday to candle. So like Sam, when's your birthday?

June fifteenth. June fifteenth. So there's a candle for June fifteenth. It says June fifteenth birthday can birth date candle. And it has a specific smell and aura and story around June fifteenth. And so you would buy this for somebody else. Uh you'd buy a candle essentially that's like their specific birth date candle. And uh And he started gravity blankets too? Yeah. I mean, that's like one of the biggest things ever.

Like one of the most viral things. Yeah. Yeah, that's like uh like the the blanket where you wear on the front. What's that called? Like a snuggy. I mean Yeah, it's definitely like a notable notable product. It did super well on Kickstarter or whatever. Um he he came on the podcast. There's a whole interview with him and on the he talks about the birth date candle as like one of his things. Um And it does really well. Candles in general are huge, huge business. Like

Uh I looked at this business because Uh one of my kind of secret tric in business is to try to go find what MLM sell. And then sell them without the MLM. Um so there's huge MLMs around candles. Because people love to buy candles and they buy them recurringly'cause literally the product like burns to the ground. And so

Do you need to keep replenishing it. And so there's there's huge uh candles uh MLMs, but then there's also huge non non MLM candle companies. There's one that looks great, I think it's called Valipso or something like that. V Vlipsa, I don't know, we have a bunch of in our house. And it's just like a candle that comes in like this amazing looking Yeah, packaging. Um

That is essentially like art around the house. And uh yeah, so I think these are I think candles in general are good. And then if you match popular product with Let's say um popular tribe like home state. I think that's a really interesting way to to think about little niche products. Dude.

That is a great idea. Like I love all these frameworks and ways to get ideas. looking at what are the most popular MLMs. Yeah. Um that is a great idea. Also all MLMs have to publish their annual reports. um because of the law because they you know they're they're basically recruiting

sellers and so they have to tell sellers How much they sell, how much each seller tier sells, all that stuff. So you can go learn a ton. I've looked at probably Thirty MLMs. um you know annual reports in the last year uh because of because of this. What's the most interesting one? And Why are they all in Utah?

Uh, they're all in Utah because it's sort of like Silicon Valley where the talent pool of people who know how to build these is all there. Um But Uh, but yeah, there's a wh I mean a whole bunch of interesting ones and s they range from like kinda legit to like Pretty fucking scammy.

Um And you know, there's like keto product ones, there's candles, there's skincare, that you know, like w health and wellness is the biggest one, the absolute biggest one. Um I'm not sure why I think there's sort of a You can't prove the You can't prove that the the thing works or doesn't work, uh when it when it comes to those things.

Um when like kind of like hippy dippy. wellness products. Um And that's also what an M L Mom seller T you know tends to like, I guess. But there's interesting ones. There's like a wine club that's an M L M. There's Lulu Ro or whatever, that's a clothing one.

Uh there's a shit ton of M L Ms, dude. They're they're they're crazy. Well that's a good framework. I like that. Um And I wanna give a shout out Apparently Sean told me that the founder of OnlyFans is a listener and listens to every episode. So what's up to that guy. Owner owner of it.

I don't even know his name. I don't remember the founder. Yeah. Founder, owner, whatever it is. The the the man in charge, so it's up to him. If he ever wants to come on, tell him to come on. All right, sounds good. Um, cool. All right, Sam, uh where are you headed to next? Where's the next uh travel destination for you?

Either D C,'cause I want to be there for the election, I think it'd be fun. Or Asheville, North Carolina. Which one where should I go? I don't know. I think Asheville is gonna be more interesting. I think so. I'm just a little nervous that it's too lonely. Like too small. Right. You should go to you should go to Durham. Uh I went to college there. This uh very it's a very interesting place.

Is it great, great? Yeah, it's kinda great. Uh like I think you'll really like that town. Um, they totally like invested in it and there's all kinds of cool stuff. But like there's there's two universities, right? So there's Duke Uh that's in Durham, there's North Carol University of North Carolina, that's not far away in Chapel Hill. Uh and then there's what they call Research Triangle Park. Which Uh anytime there's like these hubs, so that's a hub for biotech companies.

Um anytime there's these hubs The town gets built out with restaurants and cool shit everywhere'cause there's a bunch of like well paid people. Um But also it just has like its own little vibe. It's his own little mil mini Silicon Valley or Hollywood, but it's like four researchers of biotech. And so there's just like a different different vibe, just like Utah will have it for MLMs. Alright, I'm going to turn him then.

Cool. Um also I was just curious, um How's the like we're now in month six of this quarantine. Um Are you going crazy or what? What's happening? Uh

Yeah, a little bit. I feel horrible. Do you? I would say I feel horrible. I feel pretty good, but Um I tend to feel good in general. I I'm not really easily I don't know. I the I've definitely impacted like emotionally and mentally.

I am like You got any good quarantine stories? I feel like I'm in fight or flight mode and when I what I've noticed is like I've said this before, but a lot of people who live in s a lot of people who are in elite cities or be like, Oh the south is all rednecks and it's like in reality all cities are the same, all suburbs are the same, and all countries the same And so when I'm in like rural California and I and people are in the gas station not wearing masks, I find myself in fight or flight mode and I've definitely gotten into yelling matches with these people and it's stupid because it's not gonna solve anything. Like no one's gonna I'm not gonna change my opinion and they're not gonna change their opinion.

But I have found myself in fight or flight mode and like getting into getting into it with people uh who aren't wearing masks in the gas stations. Ha That's pretty funny. Uh I mean uh you said all countries are the same. That can't be right, right? Like have you way different. No, not countries like USA and India. Like rural areas. Like rural Northern rural California is very similar as rural Burn uh rural rural Alabama.

Like It's not like a north or south thing. It's like a rural, suburb, city thing. And so what what are you doing to keep yourself from going crazy? Um Exercising is the only thing that I can do. Um I mean I don't have a home anymore. I'm just traveling, I guess that w that's all I'm doing. Well what are you doing? I mean I I feel like I just work and exercise. I don't do anything else.

Yeah, I pretty much do those two things and then play with my daughter and uh try to help Take care of her. But Um I got this trainer who is He's my personal trainer for fitness. He comes to the house every day and we work out in the back yard. It's awesome. Um

But he's also like kind of like a mindset coach. Uh life coach. And so He's great because he um I th I I I usually in relationships I'm the one who kind of is bringing different mindset things, positivity, uh different frameworks, different lenses to to kind of see life through. That's what I usually bring to all my relationships. And he does that to me. He's like even higher level of understanding and and drinks more of that Kool Aid than I do.

And so He's given me these little These little tactics, these little things that help. So I'll give you the example. Um He was telling me the story yesterday.

Oh, he goes. Uh he goes, Yeah, I went to the uh he's like he's like I I normally I wake up great uh feeling great, but I woke up feeling super anxious today. And I was like, Oh shit, what why what happened? He goes, um He goes, you know, I knew I had to drive over here. And he's like, I actually have had an expired license for two years. And so he was like I'm always anxious that I'm gonna get pulled over. And he's like, the only thing that makes me more anxious about that is having to go to the DMV. Like fuck, the DMV is like the worst, right? Everyone kind of universally agrees the DMV is the worst.

And so he's like, So I just avoided it. And so he's like, So I I woke up today, I recognize that I'm feeling anxious about it. And he's like, I got a playbook for anxiety, right? Like, okay, feeling anxious, therefore I do XYZ. And he's like, I don't have to like I don't get lost in the in the feeling. Like I I have a recipe for every feeling.

And so he he was like, All right, so I'm gonna address this head on and I'm gonna turn my anxiety into joy. Okay, how do I do that? And so he's telling me the story. He's like, I went to the DMV. He's like before he's like on my way there, he's like, I was like, Am I the only one who feels this way about the DMV? So he goes to Yelp and he saw that the DMV locally had like a two point three star review or whatever, right? Like You know, D M V's hated by by most. And so he he sets in his mind, he goes, Okay

It's rated two point three stars. I'm gonna give it I'm gonna have a five star experience here. He goes, okay, how do I have how do I have a five star experience? He goes he goes, I'm gonna be a five star customer at the DMV. He's like, I'm gonna go in, I'm gonna be laughing, I'm gonna be smiling, I'm gonna be patient. I'm gonna be you know, flirting with the with the staff there and he's like I'm gonna find The most hospitable person here, right? Five star comes from hospitality. I'm gonna find hospitality at the DMV. He's like, he's like, I went in.

I'm like, I started talking. I met this lady, Wendy, at the front, and she's this you know, she's this big black lady who has a who I could tell she was ready to have a good time. Um, and he's like, I started flirting with her a little bit, started talking to her. And she was like, you know what, like come come this way real quick. And she kind of shuffled him to the front of the line. He goes through, he doesn't he, you know, he has his expired uh license. They're laughing at him for having a two years ex, you know, expired license. And he was telling'em how anxious he was about coming into the DMV and they're like Look, no problem. He didn't even have to take his test, they just give him a new license. Like straight away they're like, You normally have to set out an appointment, but like

Here. Sign this sheet, boom, you're done. Uh get out of here. And he walked out and he was like, Holy shit, he's like, If I can make the DMV A five star experience for me, then like, you know, whatever. Not what can rock me if I can if I can own the DMV like this. And so he told me this little story and

You know, the thing I took from it was like The I have all these things that I let Um piss me off or make me mad throughout the day. Like I'm normally very good, but then I'll dip on these like stressful situations or like a s like a task that I think is gonna be a pain in the ass. That's actually what gets me the most. It's not usually like

Tasks that are pain in the ass. And he took the most pain in the ass task going to the DMV. And he turned it into a story and he turned it into a good time. And so that became my challenge. That's this little mini game I'm playing in my head. Uh that nobody knows I'm playing, which is I'm looking out for these

Pain in the ass, burden type of moments. And I'm gonna try to DMV it like he did. So that's that's something that's been keeping me entertained lately. That is a great That's a great story. Thank you. I I loved it. When he told me that story, I was like, This is a great fucking story. I'm just hearing it in my backyard alone.

I gotta tell people about this. And so I didn't know how I was gonna tell people, but it turns out it came out on the podcast. That is a great one. And To wrap this up, you have a trainer who you see every day. Uh four days a week, yeah. Who wait what and

What what is that? Should I get that? That sounds amazing. What does this cost? Uh he's amazing. Yeah, he's great. Uh in fact, it costs it he's like a uh kind of a like an alien. Like most trainers are like most kind of people who are paid by the hour. They're very time conscious, right? Like show up on time. And then they, you know, hour on the dot, they leave because they gotta get to their next client and they're like zipping from place to place and

You know, they're very time conscious. That always doesn't work for me because you you know you you hate this about me. I'm late often, right? And um And he's the exact opposite. He is like Not worry about time ever. Um, and I ask him about this. I'm like, dude, you

We're hanging out like an hour after the workout. We're just chatting. We're we'll you know, we're just we're just shooting the shit about stuff. He'll be asking me about business, whatever. And um I'm like, don't you feel like you never you never seem like you're in a hurry. He goes, Oh he's like I he's like I I be I pride myself on being a hacker of time. I said, What you mean? He goes. He goes, Everybody is so stressed all the time.

And the reason one of the roots of all of most people's stress is they feel like they don't have enough time. Like when they feel like they didn't get enough done in a day, that just means they didn't feel like they had enough time to get stuff done. Or if they're stressed about their relationship and they're stressed about having kids, it's like'cause they feel like they're running out of time and they're you know, their biological clock is ticking or whatever, right? People have this like a lot of stress is based on time. He goes. I felt that way in my life and I decided to change that.

So now I focus on timing. Any time I find myself worried about time. I think to myself the opposite. What is this great what is what is the great timing in my life right now? What if I just felt like it was perfect timing going for me? Um I was like, What do you mean? He's like, So like for example

Um You know, I I whenever I'm in a situation like you know, you ask me to drive out here to your house to train you, most people don't do that. Most people come to my gym. But uh instead of worry about how much time that was gonna take, I thought about hmm, what how is this perfect timing for me? He's like and then I drove into your neighborhood. He goes, I love this neighborhood. I decided I'm gonna live in this neighborhood. Like I fell in love with this neighborhood when I came here. That's that's how timing works for me. I met you. Normally I would have never worked with you because you were trying to get me to come to your house, but I thought, hmm, maybe there's some timing that brought this guy into my life. What is he gonna teach me? What's he gonna show me that I wouldn't otherwise have had.

Great opportunity. And so he's really focused on let's say timing. And so personal trainer who also has like all these life philosophies and he just operates with such good energy and such a good vibe that like

By the end of the hour or hour and a half that I work with them, like I'm buzzing, dude. It's like this is Uh It's like a drug. It's like being around him is like a drug'cause he's always in such a great Great uh state of mind.

Well I I uh I wanna do this. Can I give you one more example or we we too far over Okay, so here's an example of how he changed my life. Um it's a metaphor that that I'm using now all the time. So

I don't know about you, but like No matter how successful I get, whenever I start a new project I get stressed again. Um, and I get stressed ultimately because I'm afraid it's gonna fail, right? Like if I knew it was gonna succeed, I wouldn't be fucking stressed. I'd be I just be excited. Oh, great, I'm gonna win. I already know I have the winning lottery ticket.

Uh, but but the reality is like with any new project, I'm trying to get more ambitious, and then that brings in the possibility of failure. And um And what he taught me was he's we when we were talking about fitness, it was sort of the same thing. I've many, many times Tried to get fit. And struggled with either the diet or working out consistently or whatever.

And um he's like, you know, what gets you off track, blah, blah, blah. And what we found was it was the same root cause. It's the same fear of failure. What if I can't stick to the program? What if the diet's too hard to maintain? Uh, and then I'll find evidence of that as I go, right? When it's like gets really hard, I'll be like, Fuck, it's happening again. I'm you know, I might fail, I might fall off track. And um So he was like, look, not only are we gonna get the results you want, not only are we gonna win. Um, but we're gonna get there with enjoyment. We're not gonna stress about it. And so he's I was like, All right, well, how do you do that?

He's like, let's say today you're at a four in your fitness level. He's like, and you could be at a four in anything in your life, personal finances, whatever. So let's say you're a four in fitness and you want to get to your ten. Right, let's get real clear about the ten. Cool, here's what your ten is, and I described it in detail. He made me awkwardly describe how I want my body to be and my life to be as a ten. He's like, All right, that's a ten. You're at a four now. He goes, We're not just gonna do what most people do. Most people when they're at a four

They think about the 10 they want, and then they just feel shitty that they're not at the ten and they try to use that as fuel as motivation of like Fuck, I hate where I'm at. I wanna get to where I wanna be. And they just they just continue hating the four and wishing they had the ten. Because that's cool. You might get there, but you'll feel shitty the whole time. And that's not a win.

So here's what we're gonna do. We're gonna love the four. Okay, you're at a four right now. Fantastic. And all we're gonna focus on is not the ten, we're gonna focus on a five. Five comes next. And we're gonna get really excited every time we sense that we're going from four to five. And st sure five is still not nowhere near what our ten's gonna be.

We're gonna really get excited about every time we see that signs of that five coming. And so he just kind of broke it down into much smaller chunks. And the last thing he said was If I t what if I told you again that the 10 was inevitable, you were absolutely gonna get there. He's like imagine You go outside your house and there's a corner store. And at that corner store is, you know, the ice cream you want, right?

Because You know, when you when you're walking to your corner store, you're not worried, am I gonna get there? You don't fear failure. You know you're gonna get there. You also know you're not there yet, right? So you know you're far away today, but you're cool with that. No problem. You know you you need to do some work to get there. You need to walk to get to the corner store. No problem. I don't mind doing the work because you're absolutely certain that you're gonna get to the corner store. There's no doubt in your mind that you're gonna fail and fail to walk there.

He goes That's how we're gonna think about success for our body. It's just this corner store that we're inevitably gonna get to. We just gotta take a bunch of steps. And we're gonna go step by step all the way there, but there's no fear of failure because it is It is as s we are as certain that we're gonna get to our destination. as we're certain that we could just get to that corner store. And we're not gonna feel bad that for we're far away right now, like duh, we just left our house. Of course we still got a way to go. Um, but we're gonna enjoy the walk there.

And that metaphor, I don't know why, but that just clicked for me. Um, and I just got really, really fucking certain that it's gonna happen and now I'm enjoying the process on the way there. So I don't know, that maybe was too long of a spiel. Maybe we should edit this out, but that has changed my life. Oh we'll we'll Uh I think that this trainer is your

Soulmate. You guys are like You guys are like the same person, I think. Uh Y you yeah, you I think you gotta marry that your trainer. I You know, I actually when I saw him and I was like, Wait, you used to train my wife and he's a good looking dude And I was like, and he's smooth too. So I was like, uh this if I knew that you are who you are, I would have never let my wife trade with you, dude. Like you're m Mr. Steel Your Girl.

And I was like, but now my wife should be worried that I'm just gonna fall in love with you because we are the same brain. What's the price? Uh I think he charges me Uh, what is it? Like eighty five bucks a session or something like that? And it's all eighty five, ninety bucks a session.

What's that? I think I need to get a trainer. Yeah, you should work out with this guy, but you gotta be back in Kind of. The area.

Um while this is a good episode. Uh Appreciate everyone listening. Leave a review. We read all of'em. And uh Maybe we'll be back next week with some more trainer stories from Sean Perry. All right, see ya.

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