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0:00If you want to you want to win on plans that don't require luck. And so if more people find out about my stuff, I'll make more money. Okay. If more people like my product and tell their friends, I'll make more money. If every person who bought my product told at least one other person, I would never need to advertise ever again. So, if that were the actual problem, why would I not put all of my emphasis on solving for that? Like that alone. Because if you accomplish that one thing, you're done.

0:28And so, people spend a lot of time on the logo, the brand, the website, the colors, the whatever. When it's like, how do I make it so good that people A are like, "Oh my god, I have to get this." And let me tell my friends about it after I've consumed it. And if that's where you put the disproportionate amount of your energy, you'll get a leveraged return. And so, I talk about leverage a lot because I just believe the game of business is about leverage. And to define leverage, it's the difference between what you put in and what you get out. Right? So, if I do If I If I DM people one-on-one, I put a certain amount of effort in and I get something out.

1:00If I use a dialer that does 10 times the amount, I put the same amount in in terms of effort, but I might get 10 times back. So, that technology gave me leverage. Right? If I can borrow someone else's money to start a business 10 times bigger right off the bat, that's leverage. Right? It's just the difference between what you put in and what you get out. And brand, for example, the reason I think it's a a worthwhile endeavor to invest in it is because if you build it one time, then you can use it multiple times. So, it's the idea of um build once, sell twice.

1:28So, if you can build things that like I mean, you spent a long time on Alpha Brain. And the work that you did on the onset of Alpha Brain continues to pay dividends to this day. That's a high-leverage activity. In those early years, you put a lot in, but then there was significantly more on the tail. And so, the rush is ultimately what kills most people because they're so concerned about like I need to make money tomorrow. And I can appreciate the short-term need for that.

1:50Any of you guys know my story. Um I get that. But as much as you possibly can, balance how can I solve a problem for good so that I can just move on to the next boss rather than having to keep fighting every month to pay payroll or pay myself or make whatever nut I need to make. And so, building a brand works like that in terms of if more people my reputation can spread on its own then I don't need to do more advertising to get more customers.

2:17And so, I'm going to I'm going to hit the the eight real quick just cuz I think it'll be helpful for for you guys. But, you can reach out to friends one-on-one. You can reach out to strangers one-on-one. That's cold calls, cold DMs, cold messages, whatever. You start with friends cuz they're a little nicer. All right. Go to strangers. You can post content publicly or you can run paid ads. Those are the only four things that you can do to let other people know about your stuff. And so, right now if you're like the majority of my day I'm not making money and I'm not doing those four things, you're [ __ ] You're You're not going to make more money. Like those are the only four things that one person can do to let other people know about their stuff.

2:48Period. Now, the more leverage is getting other people to do that stuff for you. And so, version number one is that you get your customers to do those core four for you. They tell their friends. They tell strangers. They tell their audience by posting about your stuff, leaving a review, leaving a testimonial, whatever. Or, now they're probably not going to run ads for you but those are the four things that that customer could do on your behalf. You could get uh an employee to do that. So, you hire somebody who's like, "Hey, I've got this system where I reach out to this many people or cold cold email this many people or cold call this many people or make this amount of content. Can you I'll record these videos. Can you edit it and cut it so I can do more?" Right?

3:21So, you get some time back. So, now you just record and then they do all the cutting and distribution. So, you get more for what you put in. Leverage. You can hire an advertising agency to either make content for you or run ads for you. Right? Those are things that There's also cold outbound agencies that do that as well. You can hire an agency to do it. And then finally, you can get affiliates which is just other businesses that already have your customers. And so, >> [clears throat] >> affiliates also work like influencers.

3:47So, like Rogan would be an affiliate. Now, he had equity and whatnot. But, fundamentally, somebody who already has your customer base, they've already done all of the work to assemble everyone. They already have everyone's attention. And then you make And this is why the the the thing that we started with this with deals. Um you make an agreement that makes sense. And so, maybe you do have a friend that has a medium-size following. Treat them as though they weren't your friend. And ask them to treat you like you're not friends. And then if you can still come to a deal, then you'll both then you'll both benefit cuz you would have done it anyways with a stranger.

4:17And so, those are the four ways that you can other people to promote your stuff. And so, right now, if you're not using the core four because you can use the core four to get those other ones. So, you can use the core four, paid ads, outreach, posting content to get employees. You can use those to get affiliates. You can use those to get agencies. You can do those to get customers. And then that's the cycle. So, you use those four, get customers, and then those customers use the core four to get you more customers. Use the core four to get affiliates who then get your customers. And then it goes and around and around. Is this making sense?

4:48Okay. So, if you're not spending your time doing that, you are not spending your time trying to build your business. Real quick, if you are a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through. And more importantly, where they got stuck and how they got past it.

5:13And so, we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at. And the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so, no matter what you're struggling with, someone else has already struggled with it and solved it. And so, I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.