I've been a massive fan of Dan Priestly for years.
I've listened to his books, I've made my team listen to his books & we have all learnt so many things about how to build the infamous "line of people out the door waiting to purchase your product".
To have this hour with Daniel was incredible and we discussed so many things:
- His specific journey in business
- What it takes to be an entrepreneur
- The impact AI is going to have as we move forward with
And so much more!
This episode is legitimately wild.
FREE Mindset Webinar: https://www.coreyboutwell.com/mindsetupgrade
Join The Community Here: https://www.coreyboutwell.com/communitymembership
Make sure you listen to the podcasts all the way through to get your discount code.
I've been a massive fan of Dan Priestly for years.
I've listened to his books, I've made my team listen to his books & we have all learnt so many things about how to build the infamous "line of people out the door waiting to purchase your product".
To have this hour with Daniel was incredible and we discussed so many things:
- His specific journey in business
- What it takes to be an entrepreneur
- The impact AI is going to have as we move forward with
And so much more!
This episode is legitimately wild.
FREE Mindset Webinar: https://www.coreyboutwell.com/mindsetupgrade
Join The Community Here: https://www.coreyboutwell.com/communitymembership
Make sure you listen to the podcasts all the way through to get your discount code.
Artificial intelligence, basically, will transform every industry at every level. Everything's up for grabs.
Speaker 2:Daniel, thank you so much for coming onto the show.
Speaker 1:Cory, I'm thrilled.
Speaker 2:I'm super excited to have you here. I've read all your books, I've done all the things and, like I honestly just want to give some appreciation to you, because there are some processes and places that I wouldn't have been in with business without the education that you put out there, especially in oversubscribe. I think it's absolutely fantastic and all the stuff that you're doing, super, super motivational.
Speaker 1:That oversubscribe book, it gets around.
Speaker 2:It gets around yeah.
Speaker 1:It does the rounds. It's amazing the number of people who pass it on to their team and then they kind of like, do campaigns with it. It's really cool, really really good. Great to hear.
Speaker 2:Yeah, which is like super awesome. I was just wondering in regards to content these days. One of the things that you mentioned in the book is that people need to have 11 hours of watchable content before anyone starts to buy their stuff. I have a bunch of people that come into my community and they're coaches, they're PT's, they're doing something online marketing services and they get a little bit scared to post or put themselves out there for the sheer amount of content, to make something digital for the 11 hours. What's your thoughts on that? Do you think it's increased? Because you wrote book oversubscribers a few years ago, so I'm like it's a few different pieces of research that converge.
Speaker 1:There's a piece of research from Google that says it's 11 touch points. It's basically that people like a meaningful, memorable touch point times 11, in the research it was 10.7. Let's call it 11. There's another one that talks about four locations that people need to see you in, four locations. Now, these are all pieces of research that are relating to the concept of how people bond and form trusted bonds.
Speaker 1:I learned a lot about this when I first came to London. As an Aussie, I will say that Australians tend to form bonds and friendships very fast relative to the rest of the world. When I first came to London, I realised that it was very slow. You had to meet people and have a first meeting where you just catch up and have a coffee. You organise a second meeting where you might discuss let's do something. Then you have a third meeting where you say what if we did this? What if we tried this? This could take weeks, months, but it's normally on the second or third or fourth coffee that you end up doing business with someone here in London. The more you go to the more traditional circles, the slower it moves. Famously, Japanese business people often like to do a round of golf before they discuss business and all this sort of stuff.
Speaker 1:Globally. They found seven hours, 11 interactions or four locations was a significant moment in time where people started to say you know what? You're not just an acquaintance, you're someone who is a little bit more known and trusted. Here's the weird thing. The weird thing is that people don't know the difference between digital interactions and physical interactions. If I hear the very sad news that David Bowie has passed away, then I'm going to feel sad, even though I never met David Bowie, because I've had these digital interactions with David Bowie. The brain just does this thing where, if you read somebody's book, you said to me at the beginning of this call hey, I'm really excited to connect with you because I've read your books and it feels like we already know each other. You read someone's book and it builds this relationship. There's something that's going on, even when the interaction is done in a digital and scalable way.
Speaker 2:Yeah, which is so cool. One of the things that you mentioned and talk about, which was highlighted in the book as well, is just some of the struggles and problems founders have whilst trying to do everything, because I get confused. I'm like do I write a book? Do I focus on creating a lot of content? Do I focus on my podcast? Do I manage my team? Do I run the ads? Do I create this thing and do that? And there's all these things that come out of my mind. It's so overwhelming. Then, being able to let go and actually focus on the one thing is extremely important. I think a lot of people these days it's not even the burnout, it's just the mental fatigue of responsibility of so many tasks. I like to hear your thoughts on that and your thoughts on that and including the modern day, what are some of the that you have seen, especially recently? Some of the best avenues to go down if you're looking at becoming a key person of influence or having a successful business.
Speaker 1:Yeah. So let's go piece by piece. But one of the things that happens is that if you're running a computer and there's a massive program running in the background, everything runs slowly, everything starts to crash. So there's this big program that people run in the background called am I doing the right thing? Am I actually doing the right things right now? That's a big program to run, that's not a small program. That is like Google Maps on the steroid. If you're running that program, am I doing the right thing? That's going to take up a lot of creative energy.
Speaker 1:So entrepreneurship is a lot like building a Lego. And here's what I mean by that, because I've got three little kids and we buy lots of Legos. Every time I go on a plane, I've got to come back with buckets of Legos. So the way it works is you bring home a Lego monster truck and on the front cover it tells you this is what it's meant to look like. This is exactly what it looks like when it's finished. And then you open the box and there's all these bags and you just tip the bags on the floor. There is no possible way that you are going to be able to randomly guess which pieces go together in order to make the Lego truck. You would create a monstrosity, not a monster truck. So what they do is they insert into the box step by step guide and they say first do this, then this, then this, then this. And if you don't even have to think, if you just simply go piece by piece by piece, it's kind of weird. Before you even realize what you've done, you've almost created the thing and it's like there's this moment in every Lego building experience where you almost three quarters done and you go wow, this is actually shaping up really good and I don't like. I just all I did was follow the instructions.
Speaker 1:So it's the same with entrepreneurship. When you've built and sold a couple of companies so I've built and sold a few companies and when you go through that whole process of building a business, going through due diligence, selling to an acquirer right going through and talking to them about all the things that are actually important to them and all of that sort of stuff you actually realize that there was only a certain small number of things that actually mattered in the whole entrepreneurial journey. You can go years without doing anything that matters in terms of building a valuable business. You can just go and be busy very easily and not add any value to the business, and a year or two years or three years go by. In fact, I know of businesses that were valued at 9 million in one year and then three years later they're still valued at 9 million. So they've done nothing to add any value in that entire period of time.
Speaker 1:So it's very easy to do that as an entrepreneur. So the way to get around that is you must follow some sort of a diligent process where it's like, step by step by step by step, do this, then this, then this, then this, and by the time you've done all of those steps you built something that's worth tens of minutes. So my most recent startup is valued at around 40 million pounds, so in Aussie dollars I know 75 million dollars and it's less than three years old. So it's very possible to do that very deliberately just boom, boom, boom, boom, boom, boom, and you follow a process and you don't have to think. You just go through a process and do it.
Speaker 2:Is that process called 24 assets?
Speaker 1:It ends up as 20. Yeah, the 24 assets is the end. But here let me let me give you a few little like walkthroughs. The first four things is called chaos. Chaos stands for concept, audience, offer, sales.
Speaker 1:So you need to come up with a really good concept that has the potential to scale, a concept that has potential to be valuable where smart people have said I love that concept and that concept is right for you, it's a good founder fit as well. You figure out that there's a market that they're willing to pay money. There's a whole bunch of stuff. It can be quirky, it can be different, like Airbnb wasn't an obvious great concept, but absolutely there were people willing to pay and no one was doing that solution. So they identified this like gap in the market. So you got to find a concept that has the potential to become valuable. Then you've got a test to see if you can build an audience for that. So you can launch a waiting list or you can launch a discussion group, or you can launch an online scorecard or assessment, you can run an event. So all of those are called audience building moves.
Speaker 1:The third thing you want to do is build an offer and you want to test three or four offers against each other. So when you're building an offer, you want to actually say do we want to do $10,000 upfront? Do we want to do three payments of 4,000? Do we want to do a monthly subscription? Do we want to do a combination of both $5,000 and $200 a month?
Speaker 1:So you want to play around with different offers and different things that are included. Do we include the widgets? To include the software, to include the data? What do we do for people? So you've got to explore to what end you want to do done for you, done with you or do it yourself. So you kind of play around with those concepts and then the final piece to get off the ground is just making sales in a predictable way. So chaos is concept, audience, offer, sales. Fourth one is sales, which is can we sit down with people and say the exact same sort of script and they respond the same way and they buy it the same way, and then we get into a predictable rhythm of closing sales and that's the first thing that gets you the first gold medal for the entry level of business. Those four things.
Speaker 2:Yeah, because then it's just scaling it up after that, which is why I can see having a brochure for your business is so powerful, just like having that done first, because it's like it's all here. You know what I?
Speaker 1:mean Like in this modern world? In this modern world, no, like. People hear me talk about brochures and they're like what are you talking about, like what? There are certain people of a certain age who are like what is a brochure Like what? What are you even talking about? Is that like a printed out landing page? So it is a printed out landing page. That's exactly what it is.
Speaker 1:But when I launch a tech product, one of the things we do is we launch a brochure. We just start with a brochure and I sit down and it has images of screens and laptops and phones and it tells a little story. And I sit down with people and I say this is what we're trying to do, here's our vision for this business and here's what the product will do and here's the problem that it solves and here's the types of clients that it solves this for. And this is what experts have said about that problem and this solution. When I go through and I show people these six page brochures or whatever it is, and then I say are you interested in joining the waiting list and putting down a small deposit? And if they go, maybe get back to me later I go, what would stop you, or if I could change this in some way so that you felt massively compelled to join a waiting list and put down a small deposit. What would have to change?
Speaker 1:And that process of presenting people with a brochure. It really is such an important thing because what's in my head might be super clear, but I don't know if that's clear in your head. So there's this little. If I said to you, I'm going to think of a song and I'm going to just kind of like clap out the beat, it's super clear in my head what I'm doing, but you're sitting there going. I got no idea what he's talking about. What song is he thinking about? And it's the same with the product. When I'm talking about a product, if I'm just talking about it, what I've got in my head is probably not what's in someone else's head. So a brochure is a great way to be much more aligned.
Speaker 2:Have you got any stories of when you have gone through one of these and it's just failed miserably?
Speaker 1:no-transcript. Yeah, and actually I want that to happen. I want it to fail miserably Like one of the best. Here's the first thing. First, there's there's two types of successful outcomes, right? So when you plot successful outcomes on a graph, successful outcomes either form something called a bell curve or something called a power law. So on a bell curve, most results cluster around a small outcome and a few outliers spread around the edge. On a power law, most things are distributed but one takes all the prize, right. So think of it as winner take all, or most people do okay. So there's two outcomes winner take all, or most people do okay.
Speaker 1:So let's imagine we're talking about the difference between a doctor versus an entrepreneur. If I go to medical school and I become a doctor, my success is going to be on a bell curve. Most doctors do okay. Some doctors earn a little bit more than other doctors, for whatever reason. Some doctors earn a little bit less, but most doctors do okay. Right? You, like you know, take anywhere in the world. Most doctors are upper middle class kind of people and there's very few people who are like they've lost their house because they became a doctor. And there's very few people who became billionaires because they were a doctor. So it's very just. It's a very narrow set of outcomes, whereas when we look at the entrepreneur community, we've got millions of examples of people who lose their house. We've got some examples of people who are now richer than countries. You have a very like, a very wide set of outcomes, right?
Speaker 1:This is called a power law winner take all and plenty of people lose. If you talk about athletes an athlete going to the Olympics, one person gets the gold medal, couple of people get silver and bronze, and then everyone else loses money in order to be at the Olympics that year. So it's a massive loss. Even though you're in the Olympics and you're the best in your country, you still lose because you didn't win the Olympics. That's a power law. So here's the here's the weird thing. The weird thing with power laws is that failure is actually a really good thing if it's fast and cheap. So when you're dealing with a power law, you want to know really fast and really cheap, right? So let's say, for example, now I'm five foot 10. Let's say, for example, that I get it in my head that I want to be a champion basketballer. Now I'm going to dedicate my whole last 20 years to it. Now all I really need to know if I talk to an experienced coach is that somewhat overweight, middle aged, five foot 10 men don't typically end up as professional basketballers. It's like great, I can. I can now cross that out. Fast and cheap. I like fast, cheap failure would be better than spending 10 or 20 years trying to get to the NBA. That would be a much better result.
Speaker 1:So in entrepreneurship, you, what you're trying to achieve, is not you're not trying to achieve success. It's counterintuitive. But you don't want success. You want fast, cheap failure. You want to figure out, you want to do lots of testing, like like, for example, on YouTube, the super YouTubers. They test 30 different thumbnails with $10 worth of ad credit on each thumbnail in Facebook and they conduct one $300 $400 test that allows them to know which thumbnail is the best, and then that thumbnail makes the video go from 100,000 views to 1.5 million views. So by failing fast and cheap, they figure out which is the best thumbnail that allows them to go big. So the entrepreneur game is a test as many things as you can, as fast and cheap as you can, and double down on the very few things that work. That's the power. You're playing this mini power law game all the time, so you're looking for. The goal is to get fast, cheap, failure.
Speaker 2:Yeah, which is it's insane because it's going to be quite relentless for that right Like because it's most.
Speaker 1:A lot of people are not cut out of. Most people want to be on a bell curve. Yeah, because it's the most people. Most if you've got a low risk tolerance, you want to be on a bell curve.
Speaker 2:Yeah, because like rejection failing a lot of people, that's like like tough to deal with. Did you have to struggle with that At the start, you know?
Speaker 1:I'm weird, I'm very weird. I like power laws. I like when it take all. If I feel that I can, if I feel that I'm strong in that domain, I want to find an example where I can hit a big home run and make. I want to make millions. I want to live changing amount of money. I want to have a big impact. I want to really knock it out the ballpark if I, if I possibly can. Nice has that much more interest in the net and security.
Speaker 2:Oh, so true, and it's like a lot more exciting. I feel very much that's not necessarily the right answer.
Speaker 1:I just want to be really clear. There's nothing wrong with wanting to be on a bell curve, being actually I'd say it's smarter Right? So you know there is a very big difference. Some people just want to know if I get involved in this, will I get, like, do I get 100 grand a year? And it's like, yeah, reliably you'll get. If you're a dentist, reliably you're going to earn six figures and so, okay, great, then I'll do it. So a lot of people, I totally get that and that is the difference with that. One is, the rule for a bell curve is strive to be the best. Right, strive to be the best. Really, just go through and grind and grind and grind, putting the hours, putting the effort. Just go through and become the best you possibly can and invest and invest, and invest and reinvest and reinvest so that you can make it to the top of the bell curve. But that's not power law. Power law is fail fast and cheap.
Speaker 2:What do you think happened in regards for you, or I would say your mindset, when you first sort of figured out, hey, I'm like I'm going to believe in myself and I'm going to absolutely crush it here?
Speaker 2:I work with a bunch of people who, for example, I, like you know, because you can see it all on social media now right, rock stars everywhere. Right, rock stars everywhere. And then when you start getting into business and you start doing the things like this is extremely difficult and I feel like I've been promised this lifestyle and I've just realized that, hey, it may not happen and then shame all the things about sold a lie, I mean and then when people really get that, you know, belief in themselves, they will give it their best crack. They'll go out there and, just, you know, do what it is and they might shoot for the stars, but they do land on the moon. What was that like sort of moment for you? That was like I am just going to absolutely beast mode and just tackle, attack this power curve and I believe there's a power play and believe that I can do it.
Speaker 1:I don't think I've ever believed I could do it. I've been curious to see if I could do it. I don't think I don't necessarily. For starters, being born in Australia means you've already won the lottery, right. As soon as you start travelling outside of Australia, you realise that 99% of the world and 99% of all of people who've ever lived would trade places with you in a heartbeat just to be in Australia. The most common question you get when you move overseas is why would you leave Australia? Like? It's an incredible place, right. Incredible standard of living, great quality of life, healthcare systems, all of those sorts of things.
Speaker 1:So something in my head has always said I'm already incredibly lucky just to be here. I'm curious to see what I can do with this opportunity. Right, I've been granted an opportunity where I don't have to live in a slum, I don't have to dig a mine, I don't have to fight in an unjust war. I've been granted a very unique opportunity. My ancestors have gone through all sorts of hell for me to somehow be here. I'm curious to see what I can do with this opportunity.
Speaker 1:So a bit of a different mindset. I don't think I have a lot of self-belief. I'm not even a big believer in self-belief. Now, like I know that a Porsche goes really quickly, regardless of what I believe it will do If I put my foot down on the accelerator, it's designed in such a way that it will just fly. It'll just shoot out off the gate, and that's engineering. That's design principles, and engineering principles that it's completely irrelevant to how the driver feels about the Porsche. It will just do the thing. So what I'm trying to achieve is design principles that will do the thing regardless of how I feel about it, and that's what I'm looking for. I'm trying to build stuff and design stuff that flies. So the pilot can have a bad day, the pilot can be hungover, the A380 still takes off. That's what I'm looking for. So I'm looking for design principles, checklists that we can follow, that just simply do most of the work.
Speaker 2:Yeah, and that makes so much sense to me because I remember one of the stories that you told was like I needed accountability and I needed to make this happen. I'm going to put $10,000 on a credit card that I do not have the money to do so that I can start up this thing and make it fly and spy the hell out of me.
Speaker 1:Yeah, there was that right. It was also the minimum viable amount of money you had to spend in that time. So in order to capture an audience, you needed to have a quarter page ad in a newspaper, and they just cost $7,300. That's how much they cost, and if you had any smaller than that, it wouldn't get noticed. I tested it in my old job. I knew that a quarter page ad is the minimum viable size ad that we needed to get our message across. So it was just like you're either going to commit to that or you're not. There's no halfway step, you just have to do the thing. So that was 20 years ago, but it was pretty crazy.
Speaker 2:It was. I liked the dedication. How would you apply that to now? Let's say, if someone was in your position then, but they're in there today like 2023, 2024. They're like man. I've got this little idea and I want to get it out there.
Speaker 1:Good news now is that you can actually test things much cheaper than what I tested things, so you can digitally do stuff that used to cost tens of thousands of dollars to conduct a test. You can conduct a test for $500. So, for example, when I ran it out in the newspaper, if I knew that I was trying to target men age 55 to 65 with my offer, I had to take out an ad that would reach everybody. So I knew that straight away. 80% of the spend in the ad was just completely wasted. So I'm having to buy eyeballs that are not interested in order to reach eyeballs that are interested. Now, when I run a Facebook ad and on top of that newspaper ads, you're actually paying for the paper, the journalists, the distribution, the kids that ride around and drop the papers on people's front doors. All of that stuff is factored into the price. Now, when I run an ad on Facebook, I am able to collect data and insights by setting up a landing page and having a few ads that are just perfectly targeted to different demographics, so I can figure out which ad to which demographic is going to scale is going to work so much cheaper. The other thing is it's so much easier to reach angel investors and raise money. There's so much education and training that's freely available, like when I started my first business.
Speaker 1:You could buy books, you could get a few cassette tapes on things, but really there wasn't like, unless you enrolled in university, like it was just a complete walled garden. There was no like. There was no ability to just go watch a YouTube video on this. Like, for example, right now, if I said, oh, I want to raise capital for a new business idea, there's 100 videos that are really good, that are probably from Harvard or they're probably from, like, some dude who's raised hundreds of millions of dollars and you can just sit there and watch it for free. There's podcast episodes you listen to for free.
Speaker 1:Honestly, when I started my business, we didn't have podcasts. We had cassette tapes and they were like $250 for four cassettes. It was like it was crazy. Like, just if you wanted to get a full, if you wanted to get four or six little white cassette tapes sent to you in the mail, you would have to find out where you would get them from and then you'd have to fill in an order form and fax it to a number. Then they would process your credit card and then six weeks later you get these cassettes in the mail. I'm not kidding, it's seriously how it works. Cd sets and cassette tape sets were like a big thing at that time.
Speaker 1:I was really lucky that my dad had a few of these lying around the house.
Speaker 2:You listen to those and repeat. Surely you got like those.
Speaker 1:It's not like now.
Speaker 2:You got like millions of options right. You just be like what are you?
Speaker 1:doing you could. You would just like if someone had like a performance marketing type. We had dad had some cassette tapes from this guy called Paul Dunne who was like doing these, like how to do marketing that creates a wow is like wow marketing and it was like all of this kind of like having a call to action and hooking people with a good headline and doing things that surprise and delight. And yeah, I mean, yeah, it was just like people subscribed to that for 50 bucks a month for one cassette tape that would come through Like it was and that it was pretty wild.
Speaker 2:That was podcasts back in the day podcast.
Speaker 1:Back in the day.
Speaker 2:Yeah, it's crazy how it all works and I was just like, like, like, like thinking in regards to you know how you like you learn all these things and then we got now and you apply them and there's a lot of like testing that happens. I'm sure that you've ran some amazing campaigns. I'm sure that you've ran some campaigns that have just been who had flopped.
Speaker 2:Yep, absolutely flopped. What like in your experience. What do you think with the things that you did right when you, when you reflect back and be like that is why that campaign worked every single time? And then one of the things that come back and be like what was the campaign like? That went wrong every time. And, just adding on to the story, I want to know is there any time that you actually lost and you're like, oh damn, I can actually really devastated about this one.
Speaker 1:I'm not one to hold on to stuff emotionally, I just kind of move on. I'd have to dig up the graves of my campaigns, but yeah, I know there's definitely disappointing campaigns that we've run. I mean, entrepreneurship is just full of disappointment. It's just so much disappointment. It's like nine. It's even when you're winning you're losing all the time. So, like you know, even when you are massively smashing it, you've got one thing that's working in 35 things that are failing. You know. So this is just the reality of business is just I'm so numb to things that don't work that, like when you, even when you ask me the question, I'm like I honestly can't even think of things because they just fade into like a white noise of shit that doesn't work, that's so good, though I feel like that's so good yeah.
Speaker 1:Like yeah, that's the game.
Speaker 2:Yeah, and like I just find, like you know, because obviously I work with a lot of people is it's like that's that sort of the skin that comes with it, and the more you do it, the better it gets and something goes wrong.
Speaker 1:You're like well, yeah, that was just today. That was just how it worked. That's how it worked out today. Yeah, look, here's what. Here's what tends to work when it comes to marketing campaigns. What you're trying to do when it comes to marketing is you're trying to create tension between demand and supply, right? So you're trying to let's let's break it down to a silly example. I want you to imagine this.
Speaker 1:Imagine there's an ice cream truck that drives into a park and it sets up its little stall and it puts up its little like window thing and it just sits there and waits for people to come up, one at a time, and they sell the ice creams, you know, across the course of six hours, from lunchtime to 6pm, and people are kind of like, coming up when they want to, and some people are like, oh, can I get it? Can I get a discount if I buy five? You know, can I buy four and get one for free and stuff? And of course, you're like, yeah, okay, fair enough, why not? So there's no real tension between demand and supply. There's nothing that makes you feel that you're like in a super con. You don't know how many people are going to buy and you, basically, and people who are buying don't know how much you're going to sell out. So imagine that scenario one is you just turn up and open the door. Imagine the exact same park on the exact same day. You drive the ice cream truck in but instead of opening, you walk around the park and you say hey look, we're about to open the ice cream truck in about 15 minutes. We only have a limited amount of ice cream. It's quite a warm day. We normally sell out pretty quickly. If you're interested, you might want to jump up and join the queue, no pressure. But if you want to join the line, you know we're going to be opening in 15 minutes and we'll probably sell out pretty quick. It's up to you. So imagine you just walk around and just share that message that there's, you know, potentially demand and supply tension. And then let's imagine that seven, eight, nine people start walking up and they say, yeah, I'll join the line. And then people see that people are lining up so they're like, oh shit, he was right, they are going to sell out. So now you got 20, 30 people lining up and then you open up the door and everyone's like buying the ice creams. And then that person comes and says oh, can I get one free one? If I, if I buy five, can I get the fifth one for free? And you say, I'm really sorry, look behind you, there's 30 people lining up, we're going to sell out in any way. So you don't do any discounts and you don't do any cheap deals and you don't do any of the discount and stuff and guess what? You sell out in an hour and a half. So you make more money in less time simply because you conducted a little marketing campaign that creates demand and supply tension.
Speaker 1:So here's the thing what most people get confused about with marketing is like is it branding? Is it like you know clever headlines? Is it like is it all about the hook? Is it all about the call to action? All of that stuff is pedestrian. That's great, that's all tactical right, fantastic. But what you don't realize is that there's a fundamental principle at play, and that fundamental principle is that it all has to add up to demand and supply tension. If you don't create demand and supply tension, it doesn't work Right, cause I can show you plenty of businesses that have an amazing brand and they have amazing like like take any airline any airline has a beautiful brand and they have a beautiful like call to action come and get you know, book a holiday to the bar.
Speaker 1:They but Bados and blah, blah, blah, blah, blah. So they've got all of this stuff working beautifully. They don't make any money. They're 5% profit at best. Right, they're constantly losing money. They're constantly doing profit warnings to their shareholders because there's no demand and supply tension. They fundamentally don't understand why they're what they're meant to be doing.
Speaker 1:And then you take Rolex. Who totally gets it? They totally understand how the game is played and they basically say we're just going to make a very limited number of watches. If you want a watch, you're going to have to be on a waiting list for 18 months. At the end of 18 months, if you're lucky, we might call you and they know.
Speaker 1:You know that the purpose of their marketing is demand and supply tension and they make a ton of profit, tons and tons and tons of profit. So this is the big difference, the big difference between it's kind of like in fitness. I imagine that there's all these people like oh, is it about curls and bicep this? And you know it's like you don't understand. What you're trying to do is put your muscles under a certain amount of tension so that they've come to failure, they actually can't lift the weight, and if you don't do that, then all of it was wasted time, right? So there, I bet there's like a guiding principle or a big principle, that just kind of like if you, if you, if you forget that it's about this, then you, all of this other stuff doesn't matter, would you? Would you agree?
Speaker 2:Yeah, big time yeah.
Speaker 1:Yeah, so that basically sales and marketing. You've got to remember principle number one demand and supply tension sets the price. Demand and supply tension sets the profit. If you don't understand that that's actually the game that you're playing, then you fundamentally will fail.
Speaker 2:So I'd love to hear a story of when you guys just nailed it in terms of the tension and you're looking at the things you might have done something in the campaign you went we just have a.
Speaker 1:I'll cover some, some basic ones from recent right, and this is in the last couple of months. So my team comes to me and they say we've got this idea for a new business idea, right. I say okay, what is it? I say we, well, you know how we help people to write books at the publishing company. And I say yeah, right, cause I've got this publishing company called Rethink Press. They're amazing.
Speaker 1:You know, we have all these people who want to write a book but they need help and they need support and it's too expensive and they can't afford a ghostwriter. What if we do AI tools for authors? What if we create these AI portal so that people can like get the support of AI and write a book? I don't know if I want to do another software company. You know they tend to be quite difficult. I said here's an idea. Why don't we do a test? I'll launch a waiting list campaign and if we get a hundred, I'll do a post on LinkedIn. If we get 150 people on the waiting list, then I'll consider it. So we create a waiting list and we basically say we're creating some AI tools for authors so that you can author your book faster. It doesn't write the book for you, it just helps you to get it. Get it done If you're interested in using AI tools to write a book, join the waiting list for access, early access to the software. So we've not written a line of code, we've not hired a developer, we've not hired anyone. We've not done anything. It's just literally an hour of graphic design time and one single landing page that says join the waiting list.
Speaker 1:Now, when they click the button join the waiting list, we ask them five questions. What are you struggling with? What are you trying to get done? When you want to publish, how much would you pay for the software? So we ask all this. Oh, and then we ask one other question, which is are you interested in seeing the Angel Investor presentation for this business? So we put all of that into the questions.
Speaker 1:So I do the post on LinkedIn and 1,100 people join the waiting list and I'm expecting 150. I think 150 would be a good result and suddenly 1,100 joined the waiting list. I'm like, oh, this is actually really hot, Like people want this. So when I analyzed the data, I'd originally thought that people would pay $19 a month, but the most common price point was $39 a month. In fact, most people were willing to pay over $39,. 52% of people were willing to pay more than $39 a month. And I'm like, wow, okay, so people really want this and they're willing to pay for this. So then I had a look at the questions and I'm like, damn, there's 150 people who want to invest in this. So I'm like, okay, so now we have 1,100 people. They've told us exactly how much they're willing to pay. We haven't done anything yet.
Speaker 1:So I emailed the 150 people. I said we're going to do an investor presentation and the investor presentation will tell you about the data we've just collected and see whether you want to do an angel investment into this business. So we put on a zoom call and the investors people interested in the investment bear in mind they had to be screened as qualified high net worth investors. So the investors come through and I invite a few other people and I run the introduction. I show people this is what we're planning on doing. Here's the waiting list campaign. Here's how many names. Here's our forecasters to how quickly we can get to 4,000 payers. This is what that would be worth. Here's his thing If you're interested, we're going to raise quarter of a million pounds, so about half a million dollars.
Speaker 1:If you're interested, just put in a strong signal of interest, fill in the angel investor application form. So we end up with 580,000 people, 580,000 pounds worth of angel investors that day. So that day we're still having written the line of code, we still don't have any employees, we still haven't got any customers, and now we've got 580,000 pounds worth of signal of interest. So I go back to them and I say we've had 580,000 pounds of signal of interest. I can't take on 580,000 pounds yet. We're going to take quarter of a million.
Speaker 1:So if you're willing to invest 40% of what you said you would, then I'll bring you in, on the condition that you commit to doing something beyond investing money. You've got to commit to promoting or making an introduction or any of that. So we get all of this money just coming in and hit the account. We raise money at a 3 million pound valuation on day one, we hire an amazing dev team. We've got quarter of a million in the bank. So from idea to 3 million pound valuation, we're talking four weeks right, with actual, sophisticated investors invested and we've validated the idea and now we're going to launch early in the year with this AI tool, for we've got an amazing CTO, we've got an amazing dev team, so it's all coming together now. But, interestingly, most people don't do things in that way. They don't create demand and supply tension around the launch of a product. They don't create demand and supply tension around the investment in a product and just how powerful that framing is.
Speaker 1:That's a recent example.
Speaker 2:Yeah, and I just see how powerful that framing is, because if it's turned around the other way and it's more, oh, we need you neither. Obviously, it's going to be like a note.
Speaker 1:What most people do is they spend 6, 9, 12 months building a product. Then they try and launch it. No one wants it. And then, because no one wants it, they try and raise investment, and then no one wants to invest.
Speaker 2:That's always the wrong way around.
Speaker 1:All wrong way around. Crazy, what did you think of that example? Is that what you had in mind?
Speaker 2:Yeah, exactly, I loved it. I loved it so much, it was so perfect, and I can tell that you're really passionate about it. I just love the whole story, especially like it's like a relevant seed now, because even I'm thinking at the moment oh man, that's why that thing didn't work and that one didn't work. We're doing campaigns right. Creating tension is like a, I would say like, from how you're describing it, it's a bit of like an art form, and once you've done it once or twice, it's like oh okay, now we're sort of can see through the filters.
Speaker 1:And you see it, you see it everywhere. When I go to the airport, there's a Louis Vuitton shop and you can't go in. There's a security guard to keep you out. And you walk up to the security guard and you sheepishly say, oh, do you mind if I come in and look at the products? And they go. Have you got like, have you got an appointment? No, I'm just travelling through the airport. Hmm, just wait here for a minute. Yes, yeah, I got another one.
Speaker 1:Another person wants to look at handbags and bags and belts. All right, fair enough, I'll let you in. You can come in for a little while, just briefly. Be quick, all right. So it's funny I'm hamming it up for effect, but it's funny, right that what they're doing is they're creating a moment of tension, even on a retail experience where there's this micro moment of tension that it just confirms you want this more than we want to sell, you want to buy this more than we want to sell this. Right, it's just that little bit of like. And that helps, because if the store's empty, well, maybe the store's empty because the security guard wouldn't lend anyone in, all right. So the security guard plays this important feature, you know, and it's a bloody airport. It's the safest place on earth. What do they need a security guard for? There's CCTV everywhere. Right, everyone's been through security. What do they need a security guard for? They need a security guard to make you feel that moment of tension.
Speaker 2:Yeah, I love it. I love how they do that. It's cool because I went to Japan recently and it was like every single store as a security guard in there. They've all read the book they get to the next year. They've all read it. They understand that the book has been printed in.
Speaker 1:Japanese. Yeah, it could be there.
Speaker 2:Yeah Well, I'm sure it will. I loved all the process and everything in the book. I like the four marketing roles or the not, for they're just the four roles in general in the business. It was really powerful because I was looking at my team and I was like, oh, we've got the roles, this is great, let's go. But I can tell that gets you like some of these things get you really excited. What currently in like entrepreneurship and with what you're doing and what you're learning, is making you feel really passionate and excited.
Speaker 1:It's all about AI, everything about AI, artificial intelligence yeah, I go to bed thinking about it, wake up thinking about it. I think about it all day long. It's the biggest thing we've ever invented. It's the biggest trend that's ever come along. It's no different to when electricity was created. It's no different to when the steam engine was created. There's only like if you take AI, there's only things like the printing press, sailing ships, the internet, personal computers. There's only a few things that could even come close to this.
Speaker 1:This is what's called a general purpose technology. A general purpose technology transforms everything, horizontally and vertically. Every industry and every level of business gets impacted by general purpose technology. It means that everything's up for grabs. Every single business that you look around and take for granted. Ai will disrupt it and it will look different in five to 10 years time. It will look completely different in the same way that pre electrification, before there was any electricity, a home was like this disconnected, standalone thing. All what was possible in a house and what you could do in a house was completely different to compared to after electrification. Artificial intelligence, basically, will transform every industry at every level. Everything's up for grabs.
Speaker 2:Yeah, I'm not sure if it is artificial intelligence, but your score app that brings the reports when you fill in and get this beautiful written report just sent straight to your email. Holy moly Boom, that was quick that is AI.
Speaker 1:The score app is full of AI.
Speaker 2:Yeah, it's crazy. I don't know if it's scraping everything or whatever it is, but I'm just like this wow, how quickly this comes up Personally, on the daily. How do you use it? Because I'm still trying to figure out, okay, someone who's an educational based service space business. The best way I use it is just to help me think. I use AI like a search engine and I feel like I get results way quicker than anything else when I'm using that, yeah, but that's about it.
Speaker 1:We joked around and we said back in my day, when I was a worker, we didn't have podcasts or videos. You're going to say to your kids back in my day, we didn't have artificial intelligence that could just give us the answers. We had to listen to podcasts we had to listen to, we had to watch YouTube videos. We didn't have access to the sum total of all human information in one device that we could interact with and chat with. My kids will grow up and they'll just totally understand that you just talk to AI and it talks to you about all your options. It's the smartest thing you've ever interacted with. It's the best doctor, lawyer, accountant, advisor, friend. It's just all of this all packed into one. When they want a business mentor, they'll go to AI and just say, act as a business mentor. When they want a doctor, they'll say, act as a doctor. And it'll be pretty damn good at all of those things.
Speaker 1:Look, I use it to think. I do a lot of things like deal making and deals. I use it for heads of terms, letters of intent, contracts. I get copied into it because I have nine companies in the group. I get copied into emails after shit's gone wrong. I might get copied into an email that's 15 interactions long and it's like the whole chain. I'll just cut that straight into chat GBT, summarize this email into things, create a response. I'll then basically have a much better view of how this whole thing is played out, even than the people who are in it. What would have taken me an hour takes me three or four minutes.
Speaker 1:Then the main way that I use it is to embed it into our business. For example, we used to have a customer learning portal for our for dent accelerators. In there was all these amazing videos and resources and all that sort of stuff. We've just pretty much replaced it with an artificial and intelligent portal where our customers tell us about themselves and then they tell us about their target market and what they're essentially doing. Then the AI uses all of our content and frameworks to then basically build their business for them, delivers. About 80 different parts of everything is just in there. They didn't have to learn anything. It just did it all for them in minutes.
Speaker 1:Basically, where someone used to get to in six months, we can get them there in six days. Now that's one way. In Score app it used to take us about six weeks to build a Score card and code it and develop it and get it all done. The AI builds it, codes it, builds the landing page, builds the dynamic content, populates it everywhere that it needs to be. It takes like five to 10 minutes to do what used to take weeks. We just plug it into everything. Now, every business that I'm involved in we just ask the question constantly how can we plug AI into this so that our customer gets the result that they want in minutes, not hours or days or weeks? We're constantly looking for things that take customers a long time and a lot of stress. We're just like how do we use AI to reduce the amount of time and remove all the stress?
Speaker 2:That is so cool. Immediately my brain's like oh my God, this this this, this, this, this this, how do you do it? How do you go through in terms of actually creating an AI plugging into like, let's say, for example, Do you know what's crazy?
Speaker 1:It's crazy easy. Of course it is. It's crazy easy. So, like some of the new technology, you can upload a book, you can take the manuscript for oversubscribe. You literally put it into chat GPT and say create a GPT bot based upon this book that helps people to implement this information, and it will just go. Okay, here's an oversubscribe bot and just build it for you. Now, when you, when you do the next level up, which what we do, we're doing something called prompt engineering, and prompt engineering is essentially we're trying to marry three things. We're trying to marry what you know about yourself, what we know about you or your problem, and then integrating that with AI so that it brings to get, brings, brings about something bigger. So, for example, you work in the fitness space, don't?
Speaker 2:you Personal development, personal development.
Speaker 1:Yeah. So let's say you've got a framework and it's called the. You know the secret seven, right? Whatever it's called. There's a secret seven framework and you basically take information that's relevant about the customer. Then you feed that to the secret seven framework, right? Then you feed that over to chat GPT and say take this customer information and use this framework to write the, to write a plan for that customer based upon them meeting this framework.
Speaker 1:Right Now you can go a step further. You can say take this customer information, use this framework and be compliant with this set of laws and create output that is relevant. So there's, you can start layering different parts of content that are that normally require seriously smart people to kind of keep all of that to mind. You just send it all over to the chat GPT and say take all of that into my, into your capture, all of that, because, remember, you can feed it with about 30,000 words per prompt. So you can just take all of this stuff, feed over detailed information about them and the frameworks and what you want to do and their life plan, and you could take, feed all of that over and then say now spit out, synthesize that and spit it back out according to the framework.
Speaker 2:Well, and you just basically have website that embeds into that, you set up all the things and sends off, sends you build it as a.
Speaker 1:You build it as a very smooth portal for customers to interact with.
Speaker 2:Yeah, that's gorgeous. I love that. Yeah, so so cool. Okay, difficult question, right, this one how could people who are working more with their hands, more face to face, like in with people, benefit then from using using AI system like that?
Speaker 1:as customers or as business owners.
Speaker 2:Let's say business owners. Most people that listen to me are like there.
Speaker 1:Okay. So for the first thing, first things first is the first thing you have to keep in mind with AI is you must not fall into the trap of becoming an AI consumer. You have to be an AI creator. So AI has two. The first thing is that AI has two superpowers. Superpower number one is that it tricks you into consuming more than you wanted to consume.
Speaker 1:So if we would basically say, why do people spend time on TikTok? It's because it's a very powerful AI. You got to imagine that when AI plays chess against humans, it always wins. It never loses. It's 100 for 100, it's a thousand for a thousand. It is 100 percent effective at crushing you as a human chess player. There's no beating it when it is in playing chess, but its job is to keep you addicted to content. It will never lose. It will get better and better and better In the coming two or three years. You're going to see people completely lose their entire life that they've built because they fall down content rabbit holes. So you're going to see people just basically with TikTok brain. You're going to see these kids who can't think. You're going to see relationships that break up because someone ended up down a very toxic rabbit hole of content that AI figured out they liked.
Speaker 1:So it's AI is just going to get you to listen to more music on Spotify, buy more stuff on Amazon, watch more stuff on social media. It's more, more, more, more, more. It's going to shove stuff down your face, getting you. Yeah, exactly. So the first trick is to know that it has a superpower and it's a grandmaster. It's a grand master at getting you to do that. So you've got to delete all the shit off your phone. You can't, you can't, you cannot interact with it. Do not interact with AI. Once you know that the AI's job is to get you addicted to something, you stay the hell away from it. Delete the stuff off your iPad and your phone because it's going to get you.
Speaker 1:So that's part one. Part two is, now that you know that it has two superpowers, you have to figure out how to become more creative, that you can up your input, up your output, up your creative output. So every business has little things like interacting with customers, doing marketing, you know. You know perhaps, selling into a different language. You know there are, there is things that are informational things. Let's say, you're a fitness trainer. Creating fitness programs is is something, having motivational, you know, output on social media to win clients, all of that stuff. So you can use AI for all of your creative output, but you've got to really distinguish. The number one distinction in the year ahead is distinguish. Is this AI using me to consume or am I using it to create?
Speaker 2:Yeah, so powerful because that's like so needed. It was crazy. I did. I was like four or five years ago I just did like a just to study myself on social media and I got like 250 people just like, hey, can you guys like feel this, feel this out? And it was really. It was really interesting.
Speaker 2:The feedback that we got was like why were people on social media? And the number one reason was to get like to give and share love. Like was on there and only like 0.2% of people have had a negative experience on on social media itself. And it makes so much sense to me now of being like maybe the terminator apocalypse is like sort of real, but it's like well, there's balloons going on, but all just in regards to just keeping you addicted to your phone because you do feel love, you do feel these other things. And even even just recently, I remember going on TikTok for a minute because we're posting some stuff in there. I got sucked in for like 10 minutes and I was like that I had to put my phone down. I was like that's an experience.
Speaker 1:I'm like that's too good 10 minutes. 10 minutes is a. You're a. You're a Jedi master. If it only got you for 10 minutes.
Speaker 2:As personal development. I'm aware of my emotions. I'm addicted. Let's get this going real quick, Boom.
Speaker 1:Yeah, exactly, take some real mental strength for sure. Yeah, you can see why kids get addicted for hours.
Speaker 2:Yeah, it's, it's. It's absolutely nuts and I completely understand from the whole. Yeah, try to become a creator, Cause what I noticed when I was doing that like that study was we don't have any laws or rules around, like mindsets, Like you know, when you drive your car in traffic, right, it's like when you want to stop, like slow down, when it's orange, get to red, stop at the lights because otherwise if you go through you're going to get smashed. We know that right-hand lane's overtaking lane and when you merge you want to click your thing a few times before we go so no one sees you going through. You want to waste seatbelt? There's no rules for that yet with social media and AI, but I think you've got the main distinction, which is just asking am I using the AI?
Speaker 1:Is it using the biggest one. As kids, by the way, like we have rules for when you can smoke and when you can drink. We know that stuff's bad for you, but we say, well, at least wait until you're over 18. It's absolutely criminal. We're going to look back, honestly. We're going to look back when you see video photos of like kids smoking, like 13 year olds, you know back in the day and it's like what were they thinking? We are going to look back and say what on earth were we thinking letting kids have social media, when the data and the research comes out about what TikTok does? Like. Imagine if the Chinese government wanted to come to every single school and hand out flyers and like just and spend or spend hours with like conducting the programming that kids would watch after school. Most kids now come home and they go to their room and they flick through their screens and they spend hours flicking through an app that is fundamentally created and managed and maintained by the Chinese government. You know so like it's insane.
Speaker 2:Amazing.
Speaker 1:And if you're a parent listening, if you're a parent listening, like, literally, get that off the kids phone, like whatever they kick and scream. Ok, they're probably going to kick and scream about not being able to have cocaine and heroin as well, but you don't let them have that.
Speaker 2:Yeah, which is such such a fair point to make, because it's real. Yeah, blows, blows my mind. So, for everyone listening, I like to give them a challenge. I like you to challenge, based off what we've discussed in the podcast, something that they can take action on. Like today, they're listening to this. All right, I'm going to do this, I'm going to do this thing. What?
Speaker 1:challenge you are hard challenge. You want me to give them something.
Speaker 2:Let's go a difficult one my audience are pretty cool, like they're, they're running, like takes a lot of action in there, like they're really striving to work and grow and do all the things. So, yeah, let's give them a. Let's give them a difficult challenge, one that they can do.
Speaker 1:Rock the socks. Here's one. Take the amount of money that you would absolutely love to earn in a week, right Like your dream amount of money you'd love to earn in a week, and that becomes your like. That would be your new weekly wage. That you would say this is a proper step up in my life. With Jordan Cash, however, you get your hands on it with Jordan Cash and start carrying that in your pocket, nice, and do that. Do that for the next two months.
Speaker 2:I'm going to do that one as well. All right, King here is. Yeah, I like it. Yeah, I'll do it, for sure.
Speaker 1:I'll tell you, I'll tell you why it works.
Speaker 2:Scary as hell, but oh my God, like I just was just like oh, that's actually a really good challenge. I love that one.
Speaker 1:You got to carry it on you. Here's why it works. You've got to emotionally process that this amount of money is not a big deal, that it's actually just pocket money. There needs to be no real emotional charge around that sort of money, because the types of people who earn that sort of money, they don't think of it as a lot of money. They just, yeah, it's just pocket money, it's this, it's what I earned in a week. It's no big deal. You're not going to earn an amount of money that you feel emotionally is up there. You don't earn money, that's up there.
Speaker 1:The funny thing is is when you become, let's say, a millionaire because everyone talks about this idea of millionaire it just doesn't seem like that big a deal. Right, I'll tell you something about people who have Ferraris. People who have Ferraris, it's really not the biggest thing in their life. It's just not. It's just, it's just a thing. People who live in their dream home I live in my dream home. It's really just not a big deal. It's like it's not a major focus, it's. It's like there's got to be a lot more going on in your life than the dream home if you want to live in the dream home. So you've got to kind of, you've got to take it as something that's big and external and make it small and internal. So so you just take that amount of money and you start carrying it in your pocket. Suddenly that amount of money becomes pocket change.
Speaker 1:So the second thing that happens is that it raises all your money issues, all your money issues, but will straight to the surface. So let's say, let's say you pick 10 grand, so you're going to carry around 10 grand in your pocket and you think to yourself oh my God, people are going to judge me. If someone sees that they're going to judge me which they might not judge you, you might just carry it in an envelope. And you just got it in an envelope and it's just in your pocket and no one knows what's in the envelope. It's just your envelope full of 10 grand. And you go people, what would people think of me? Well, that is one of your money issues. Someone said someone might say, oh see, people will steal it. You say, ah, so your money issue is that if I had money, people would steal it. Oh, you know, my friends would think I'm a tosser. Oh, ok, so if you get money you'll lose your friends.
Speaker 1:So basically all your money issues of the real, genuine reasons that you do not want to earn a lot more money, they all bubble up to the surface straight away. Straight away they are just, they're like, they're on your radar and it takes about two to three months to just normalize that amount of money you know in as just a normal thing. And there's a mental shift that happens at about two to three months in where you just like I don't need to do this anymore, like I totally, I get it. Like like I've just changed my views of money, you can do it and it's and you know it's like yeah, I can, I can keep doing it whatever, but I'm doing it like it's. I feel very differently about it.
Speaker 2:Yeah, I love that because I find that all the people that I coach and work with, even general, like my audience and people that listen or watch my content or that I talk to regularly I just resistant to even owning that they do have money problems. So I don't have any money problems like bullshit, something there. That's the way they say. I absolutely love that. Would you mind if I use that as like a little challenge in my, in my communities guys?
Speaker 1:Yeah, because I love that.
Speaker 2:We do this. One challenge that we have, that we do is just get someone to buy you something that's over $10 over a counter. They're not allowed to give you the cash. You have to get someone to buy you something like physically, like over a counter, and that's like a fantastic one. You go to come there and be like it's like testing your ability to receive, because they're like no, no, no, no, no. They get rejected. They feel like no, don't want to buy that. They're like no, no. And then eventually someone goes yeah, of course, and they're like what? Which?
Speaker 1:is cool.
Speaker 2:Yeah, I love, I love that one, because that's so uncomfortable, because I have to go through, because it's like your ideal amount of money. And I was like, ok, so what do I weekly what I put in there? And I'm like, ok, that's not my ideal amount of money, so I have to go take out, like have a think about it, we take it out on one of the accounts and just like stuff it in my pocket.
Speaker 1:And yeah that gets me going.
Speaker 2:That's a great challenge.
Speaker 1:Nice one. You'll have to do it with a few people and see how they will go, yeah yeah, I'll go, I'll go ask my closest friend, maybe, maybe the guys are working. First time I did this, I actually lost it.
Speaker 2:I lost money like like just lost it somewhere.
Speaker 1:This was 20 years ago 20 something years ago and I was carrying $2,000. Um, so I wanted to make 100 grand a year, so I was carrying two grand and I got you. I got really comfortable with it, I got used to it. Like my like, weeks went by, months went by and I'm like, yeah, it's just the couple of grand I've got carrying around. I always like I get home and I take out my keys and my wallet and like my phone and I just stick it all on the bench and like one of the items that are just unpacking to sit.
Speaker 1:There was a couple of grand. So I did actually get used to the idea that, oh yeah, you know it's a couple of grand, but I got so casual with it that it just disappeared one day. I'm like, where's it gone? Like, where's it gone? I've like literally lost a couple of grand. And it made me realize that my issue is now not receiving money, my, because I went in that year. I went from 1500 a month to 12 grand a month as my income and I realized that I've changed so much that my issue wasn't about the receiving, it was taking care of the money and that it was I'd become too. Oh, we're back.
Speaker 2:Yep, we're back. It got to. Issue was back. Yeah, we got you back. The issue was taking care of the issue. The moment you're like, yeah, it's not like making the money now taking care of money.
Speaker 1:Taking care of it. So here's the end of the story, right? I made so much extra money that I was upgrading my car and I bought myself this brand new car and I put my old car on for sale and they were coming around to pick it up in an hour and I thought to myself do I just hand on the keys or do I do the right thing and wash the car? Right, because they're buying a new car for them, for them, this is their new car, right? So it's some kid who's going to buy my old car. I don't give a shit, but it's their, their first car. And I thought to myself, like they've already agreed to buy it, do I wash it and vacuum it properly and hand it over nicely, or do I just hand it over and let you know it's theirs? I thought, okay, my standard is that if I've sold something, I do it properly.
Speaker 1:So I went downstairs and I washed the car and I got the vacuum cleaner and I vacuumed it all out and at the last minute I pulled out the ashtray all the way out and down fell the $2,000. What I'd done is I'd stuck the $2,000 in the ashtray and the little clip had pushed it up into the end of the center console and it was like boom and out it came and it fell down and I'm like holy shit, there's the two grand. And that was another little little message from the universe that basically said when you do the right thing, the universe looks out for you. Do the right thing when you're making sales, when you're actually when you're winning, look after people when you're winning, even the little guys.
Speaker 2:I love that. That is so motivating. It's like it's those little things, those little 1% is like at the end, that end up contributing and making so much. So well, Daniel, for all of those people listening, you've got like crazy amounts of offers and people that can find you. Where can they find you? Do they sign up to a newsletter? Like, where's the best place to just get in your world of be brave, have fun, make a dent? Wow, how can they? Yeah.
Speaker 1:So there's all my books are on Amazon, where I've unpacked all of my kind of thinking over the years. And then dentglobal has got a free 21 day course and it's got an online scorecard called the key person of influence scorecard. So a couple of things that you can do. You can take the free 21 day course, which is just a few videos. It's not massive, but it's just enough to kind of guide you through the steps that I've used to launch my businesses. So chaos is in there and the five pieces in there and like all of those steps are in there.
Speaker 1:So that's a free 21 day thing. And then there's also this online scorecard called the key person of influence scorecard, which helps you to develop your personal brand. And then the final thing is on score appcom. You can set up a free account and start your own waiting list campaign or start your own online assessment campaign, use our artificial intelligence to build a marketing campaign for you. And you can have a free account and only when you confirm that you want to launch it live and start ramping it up. Then you end up paying 29 a month. So it's pretty affordable and it's a great little piece of software for launching and developing your campaigns, your marketing campaigns.
Speaker 2:Absolutely, and all of that will be linked down in the show notes below. Daniel, thank you so much for coming onto the show.
Speaker 1:Cheers Corey, it was great, thank you.