How to Actually Learn Any Skill

0:00This will this will be nasty for the people who are listening at home. So, learning means same condition, new behavior. So, phone rings, you answer the phone, you say ABC. I say, "Cool. Read this script instead that says DEF." Phone rings, same condition, you say DEF, you have learned. Same condition, new behavior. Intelligence is rate of learning. It's speed. It's a measurement of speed. So, it means how many times do you need to exposed to the same condition in order to change your behavior. If I teach someone something that script, and then on the first try they say DEF, and someone else it takes five tries for them to say DEF, they are not as intelligent as the first person.

0:47Here's why this is interesting. Every person who's listening to this right now has listened to a thousand [ __ ] podcasts, and they're in the exact same condition, and yet they have not changed their behavior, which means one, they have not learned, and two, they are dumb. Which also means that if you can control your behavior, you can also control how intelligent you are. And so, if you want to be a smart cookie, then it means that you just decrease the amount of times that you do not change your behavior under the same conditions. And so, when I think about this, when I teach my team, when I teach anyone, I think in these conditions. And so, every time you watch or you consume a piece of content or you read a book, if you think, "What behavior am going am I going to change as a result of this?" If the answer is nothing, you wasted your time, and you pretended to be learning, but you were really entertaining yourself. And so, that frame has been incredibly helpful for me to speed up how quickly I take action, because I don't want to be a dodo bird. So, that's two two different ones, learning and intelligence. One that I've been thinking a lot about with Dr. K and I we go back and forth is motivation. So, I'll tell you a story, and then I'll I'll bring it up up I'll bring it around. So, I had a I was at an event and a young lady said, "Alex, can you just give me 60 seconds of motivation?"

2:04And of course, it's like, you know, dance, monkey, dance. And so, I I, you know, I took a deep breath and I was like, "Define motivation." And you know, she just like melted, she had no idea, right? I was like, "So, you're you want me to answer a question or make a statement about something that you can't even define. And so, how would you have any idea of whether or not I actually did it? So, motivation is the equal opposite of deprivation. So, we are we are most motivated when we are deprived of something. I'm most motivated to sleep when I'm sleep-deprived. I'm most motivated to eat when I'm deprived of food. I'm most motivated to have sex when I haven't had sex in a while. Now, that logic carries for physiological needs.

2:46But then you when you get into psychological things or or intangible constructs, so like, let's think about money. By that same logic, you'd think, "Oh, poor people should be more motivated because they're deprived of money." But that we don't see that in reality. Many poor people are not that motivated. So, it would then follow, and I've seen some incredibly rich people who are wildly hungry for money. And so, then it would follow that the deprivation comes from our reference point because money's intangible. And so, it's how much do we perceive our deprivation around money? And so, if all of my friends are billionaires and I'm worth $100 million, then I have a $900 million deficit I have to come up. I'm $900 million poorer than the person who just is at 5,000 a month who wants to make $10,000 a month.

3:30I'm more motivated to make money than they are because I'm more deprived of it. And so, in thinking about this, I then think, "Okay, what am I deprived of that motivates me to go get it?" And also, when I want to try and judge the behavior of others or predict their behavior, I have to think, "What things are they deprived of?" Because then I have a much stronger predictive power than trying to say how do I motivate this person? Look at what they lack.

3:58But if you want to learn a new skill, the fastest way that I do it that's outside of courses or anything is tremendous volume of activity. So whether that's like I want to take a lot of sales calls, I want to do a lot of outreach, I want to make a lot of content, I want to do a lot of customer success calls, whatever it is, you do a hundred of those and then you see what are the top 10% of these. Okay. What did these top 10% have different than the other 90? And then I say, "Okay, well these ones had these three things that were different. Let's try and do those three things on the next hundred." And then because of the variety of life, there's going to be some new variables that exist that you look at the top 10% of the next hundred and you're like, "Okay, we did those three, but there's also two more things that happened in this 10 versus the other 90. Now let's do all five of those things." And over time, this is how you develop a checklist for making banger content and banger videos.

4:48And I'm sure like the Here's this [clears throat] clip. David Perell talks about Chris Rock's creative process. And he says, "How is it that you see Chris Rock at Madison Square Gardens and it's just like 60 minutes of just fire. You're like, how is this guy so funny?" And it's because what you don't see is the many small clubs and the first club that he goes to and does a whole hour-long set and has like three moments that people laugh a lot about. And he's got like five minutes that are good and the other 55 minutes basically suck. And so the next time he goes to a club, he takes those five minutes, puts them at the front, and then he tries all new material for the next 55 minutes. And he gets another five minutes. And he continues to repeat this process and put the new stuff at the front until eventually it's 60 minutes of uninterrupted laughing. And then people are like, "Oh my god, he's so talented. I can't believe that he can just stand up there and talk into a microphone and make everyone laugh.

5:40Cross age boundaries, cross cultural boundaries, um cross you know, all of the boundaries that you might imagine. How can he be so funny to everyone? That's how. How can that guy be so good at writing? Well, he looked at the stuff that he wrote, he found the best stuff, made it into the few things that he always does, and then kept writing. And that fundamentally is the process of learning anything. And it's usually not one thing, it's many small things that when added together >> So, Alex uh 4 5 years ago, he was just a ordinary guy in common rooms in other coaching programs and all that stuff.

6:10And >> I mean, I was a centimillionaire, to be clear, but yeah. >> [laughter] >> Right. >> Just your regular everyday centimillionaire. >> [laughter] >> So, let's say then 15 years ago >> There you go. >> [laughter] >> What was your mindset and what was the strategy at that time that you were implementing to grow yourself? >> I I did everything. Like it was just um I think not having an ego about being willing to try things and being willing to listen.

6:41Um and I think the hardest thing for people is judgment. And so, it's kind of like the It's like It's like the taste of personal personal development. Which is just wisdom, right? Which is like, how do I how do I know to listen to this guy versus that guy? Right? That's the hard part, because you will see conflicting advice. And if you were to ask two people who are both wealthy what someone should do, if you were to ask the Indian question what should someone focus on, English might not be the first answer from Richard Branson. I don't know. Maybe it is.

7:08Um it also doesn't mean that his advice is wrong if it were different than mine, right? Maybe his advice is more right. No idea. Um but I think understanding what is right for you given your existing resources and skills is probably the most valuable thing, which is self-awareness. And so, I think I've always had a decent amount of self-awareness, which has allowed me to make sure that I'm picking the product, services, information that I'm consuming the most of around whatever I believe the constraint to be.

7:35And then, I would say that I'm relatively maniacal in the focus that I have around whatever the thing that's limiting me is. And so, when I got into when I was like, "Okay, we're going to start this family office." I think I read 15 books in like 2 weeks on, you know, different family office structures, different investment theses, um books by people who ran big hold cos, just so I could get some better idea of the stuff. And I would say 15 books is not like a huge amount of information, but it was like just to give an idea of like I did nothing else besides read. Um and so, if I thought that sales was the issue, I think people try to solve a problem one way. I tend to approach a problem with like, "I don't care which one works. I will do all of them violently. And one of I will I will will my will this thing through."

8:21And so, if like I needed to learn sales, I wouldn't be like, "Oh, I'll read a sales book." It's like, "I'm going to read many sales books. I'm going to consume all videos on sales. I'll hire somebody who's good at sales to teach me and review my stuff in real time. And I will keep doing this until sales is no longer my problem." And then I'll be like, "More Which What's my next issue?" And then I'll just bomb the hell out of that thing. And I think people do take too little action around what the constraint is. So, either they haven't properly identified the constraint of their business, or they take insufficient action to solve it, or both. And I see [snorts] commitment and focus as as very similar, like kind of sister twins, um which is just the elimination of alternatives.

8:59And so, I think most people are not that committed. And so, I think I I it's really it really comes down to that. Like, it's one of the one of the things that are really difficult to explain and it like there's a few lessons like from a human nature perspective or from a skill-based perspective that are very difficult to see unless you're there. And consistency is one of them. So is volume. And they tend to be the two things that are most required in order to get to where you want to go.

9:25And so, like you can't witness consistency unless you are also consistent in order to witness it. So, like you can't see me come to the gym every day at 4:00 a.m. unless you were there every day at 4:00 a.m. And you can't see me work all day unless you were also here working all day. And I can say it and it takes 2 seconds, but when you witness it and you see it every single day, it has a different impact. And I think that's what what a lot of people miss out on. And like I talk about volume a lot and I repeat it so many times and I talk about focus so much because like those are the things that really separate the people who end up winning. And the amount of volume that it takes is just so much more than you're prepared for and I think if people really knew how much volume and repetition it took, they wouldn't begin.

10:08And so I don't even think it's a bad thing that people don't understand because like if you really saw how far away the goal post was, you'd be like I'm not I can't do it because you can't do it. You couldn't even comprehend that because you're so far away from that type of person or that level of entrepreneur who'd be able to do it that it seems unfathomable. But you think it's a couple steps ahead of where you are and then you get a little bit of better and then you realize it's actually this much further, but then you get a little bit better and then you realize it's this much further. And then eventually you start to realize like when you look back at how much you did in order to get there, then you're like, "Oh, that's why."

10:40So like I I think I said this the other day, but like we we put out 35,000 plus pieces of content a year, right? And so if there's a if there's a business that does So how much What's revenue for you right now? >> Uh 100 million close to a million. >> Okay, a million bucks. How much content do you put out right now? How many pieces a year? >> Uh >> Or a week, whatever. >> Twice a day. >> Okay, twice a day. So you put out 14 pieces uh a week. Okay, cool. So times 50, you're putting out whatever this 700-ish, you know, pieces of content.

11:07Fine. So you got 700 pieces of content a year. I'm putting out 35,000. And so I'm doing 50 times, is that it? Or 500 times? 500? 500 times. So I'm doing 500 times the output that you are and then it makes sense that we do 250. I'm doing 500 times the work. And I really think like it actually does scale relatively linearly. Like you do have outliers, but the outliers are predictable and as a result, it is more linear than you think.

11:37>> Yeah, I and one of your core skills is being a good learner, I feel, as well. >> So, this is a this this is a good I appreciate that, and but I want to segue into this for the audience, is that I think there are skills like and there are meta skills. So, meta skills are skills that help you learn skills, right? And so, like being a good writer is a meta skill for communication in general. So, if I'm a good writer, I'll be good at writing copy, I'll be good at writing emails, I'll be good at writing captions, I'll be good at writing scripting tweets, I'll be good at making short, like all of those come from one skill, but it's a meta skill, right? If you're good at reading, it's like, well, then I can absorb a lot of information. So, I can then learn how to write copy, I can learn how to make ads, I can learn how to all of those things faster. And so, in my opinion, the education system should only be on meta skills, so that you become like a a stem cell for knowledge.

12:27Is it how do we get the person so that they can become anything? Right? Like, we don't need to teach 17th century Aztec literature. What we should do is teach people how to learn, and then let them learn whatever they want to learn. Because people all get interested in something. And just and then when they have the skills, then they can get good at it. And then they can make a living doing it. >> Okay, $100 learner, what are some of the chapters here? >> Learn Um repeat successful actions.

12:57Get feedback from people who are further ahead than you. Uh expand the time horizon that you measure your output on, but shrink the time horizon that you measure your inputs on. So, measure what you do today faster, but measure what happens from what you did today longer. That's it. Like, find people ahead of you, figure out what they did if that's what you want to learn, do the inputs and measure them quickly short term, get feedback, and then don't and then wait need time until you get the outcome that you want. But, I would say instead of optimizing for the outcome, I optimize for progress. And so, a lot of my team knows this is that like I'll tell you a I'll tell you a quick story. So, when I got into when I started to start to start making content, I hired a YouTube agency or whatever cuz I didn't know anything about any of this stuff, right? Like nothing. It's kind of It's funny cuz people are like ask me to talk about content and like I didn't do this two years ago.

13:50Um and so, anyways, I get on the phone and I said, "Hey, just so you know, I'm committed to doing this for 10 years." And he was like, "What?" I was like, "Yeah." I was like, "I will I will follow the system that you outlined for 10 years before I need to see an ROI." He was like, "That is the weirdest thing I've ever heard in my entire life." He's like, "And and and that was the first conversation." And it was fine or whatever, right?

14:19And I told him after that I was like, "To be clear." I was like, "I want to make progress. I want to see that our videos are doing better, you know, month over month over month in general, not this video to the next video, but month over month I want to see that like if I'm putting attention to this, that we're getting better. That's all I want to see." And so, 6 months in, things started really cranking, right? And I think 9 months in, I ended up saying I'm going to bring the whole team in house and and we had a amicable and amicable parting, right? And on the last call that I had with him, he said, "I just want to share something with you that has changed my life." And I was like, "What?"

14:56He said, "That first call, he said, 'I have never had anyone in my entire life, friends, family, mentors, ever talk to me about a 10-year time horizon for anything.'" He's like, "Every client I sign up is like, 'I need an ROI in 90 days or I'm not going to pay you or or like if this doesn't make me money in a month, like I'm out, right?'" And he's like, "And it completely shifted the way that I have approached my business just seeing how you approached YouTube.

15:22And I have been in the business game longer than I've been in the content game. And so some of those lessons have carried over for me. And so I'm like, of course it's going to take a while. I'm competing against, you know, Mr. Beast. And I'm not saying I'm competing against him. He's He's He's amazing, right? But like, I'm competing against guys who've been doing it for 10 years. Of course they're better than I am. Why would I expect to beat those guys, right? But I'd like to be better in a month or two than I am now. And as long as I have a path towards that, I'm satisfied. And I will continue on that path because if I can draw the line between now and 20 years from now, then it is a good outcome.

15:54And I think that that being able to draw the line and say like, I just want to see that I'm getting better, that's all that people, in my opinion, should focus on. Now, if you're not getting better and you're doing the inputs and you're putting the real time into the thing, then it means you need somebody to give you better feedback. Because you don't Like if you don't know why you're not not doing better, like if I say, "Hey editor, make this video better." And they're like, "I don't know what to do." That's when you need someone to say like, "Here's six things that you can do better." And then they're like, "Oh." So you need the awareness. You need somebody to be able to get to bridge that knowledge gap so that then you can bridge the effort gap.

16:27>> So Alex, uh 4 5 years ago, he was just a ordinary guy in common rooms in other coaching programs and all that stuff. And uh >> I mean, I was a centimillionaire, to be clear, but yeah. >> [laughter] >> Right. >> Just your regular everyday centimillionaire. >> [laughter] >> So let's say then 15 years ago. >> There you go. >> [laughter] >> What was your mindset and what was the strategy at that time that you were implementing to grow yourself?

16:55>> I I did everything. Like it it was just um I think not having an ego about being willing to try things and being willing to listen. Um and I think the hardest thing for people is judgment. And so it's kind of like the It's like It's like the taste of personal personal development, which is just wisdom, right? Which is like, how do I how do I know to listen to this guy versus that guy? Right? That's the hard part because you will see conflicting advice.

17:23And if you were to ask two people who are both wealthy what someone should do, if you were to ask the Indian question what should someone focus on, English might not be the first answer from Richard Branson. I don't know, maybe it is. Um it also doesn't mean that his advice is wrong if it were different than mine, right? Maybe his advice is more right, no idea. Um but I think understanding what is right for you given your existing resources and skills is probably the most valuable thing, which is self-awareness. And so I think I've always had a decent amount of self-awareness, which has allowed me to make sure that I'm picking the product, services, information that I'm consuming the most of around whatever I believe the constraint to be.

17:59And then I would say that I'm relatively maniacal in the focus that I have around whatever the thing that's limiting me is. And so when I got into when I was like, okay, we're going to start this family office, I think I read 15 books in like 2 weeks on you know, different family office structures, different investment theses, um books by people who ran big hold cos just so I could get some better idea of the stuff. And I would say 15 books is not like a huge amount of information, but it was like just to give an idea of like I did nothing else besides read. Um and so if I thought that sales was the issue, I think people try to solve a problem one way. I tend to approach a problem with like I don't care which one works, I will do all of them violently. And one of I will I will will my will this thing through. And so if like I needed to learn sales, I wouldn't be like, oh I'll read a sales book. It's like, I'm going to read many sales books, I'm going to consume all videos on sales, I'll hire somebody who's good at sales to teach me and review my stuff in real time, and I will keep doing this until sales is no longer my problem. And then I'll be like, more which what's my next issue? And then I'll just bomb the hell out of that thing. And I think people do take too little action around what the constraint is. So either they haven't properly identified the constraint of their business, or they take insufficient action to solve it, or both. And I see commitment and focus as as very similar, like kind of sister twins, uh which is just the elimination of alternatives.

19:24And so, I think most people are not that committed. And so, I think I it's really it really comes down to that. Like, it's one of the one of the things that are really difficult to explain and it like there are a few lessons like from a human nature perspective or from a skill-based perspective that are very difficult to see unless you're there. And consistency is one of them. So is volume. And they tend to be the two things that are most required in order to get to where you want to go.

19:50And so, like you can't witness consistency unless you are also consistent in order to witness it. So, like you can't see me come to the gym every day at 4:00 a.m. unless you were there every day at 4:00 a.m. And you can't see me work all day unless you were also here working all day. And I can say it and it takes 2 seconds, but when you witness it and you see it every single day, it has a different impact. And I think that's what what a lot of people miss out on. And like I talk about volume a lot and I repeat it so many times and I talk about focus so much because like those are the things that really separate the people who end up winning. And the amount of volume that it takes is just so much more than you're prepared for. And I think if people really knew how much volume and repetition it took, they wouldn't begin.

20:33And so, I don't even think it's a bad thing that people don't understand because like if you really saw how far away the goalpost was, you'd be like, "I'm not I can't do it." Because you can't do it. You couldn't even comprehend that because you're so far away from that type of person or that level of entrepreneur who'd be able to do it that it seems unfathomable. But you think it's a couple steps ahead of where you are. And then you get a little bit of better, and then you realize it's actually this much further. But then you get a little bit better, and then you realize it's this much further. And then eventually you start to realize like when you look back at how much you did in order to get there, then you're like, "Oh, that's why."

21:04So, like I I think I said this the other day, but like we we put out 35,000 plus pieces of content a year, right? And so, if there's a comp- if there's a business that does So, what how much what's the revenue for you right now? >> Uh 100 million. Close to a million. >> Okay, a million bucks. How much content do you put out right now? How many pieces a year? >> Uh >> Or a week, whatever. >> Twice a day. >> Okay, twice a day. So, you put out 14 pieces >> Yeah. >> uh a week. Okay, cool. So, times 50, you're putting out whatever it is, 700-ish, you know, pieces of content.

21:32Fine. So, you got 700 pieces of content a year. I'm putting out 35,000. And so, I'm doing 50 times? Is that it? Or 500 times? 500? 500 times. So, I'm doing 500 times the output that you are. And then it makes sense that we do 250. I'm doing 500 times the work. And I really think like it actually does scale relatively linearly. Like you do have outliers, but the outliers are predictable. And as a result, it is more linear than you think.

22:00>> Thank you, Alex. >> Yeah, so like empathy, for example. It's a great one. And so, you say, "I need you to be more empathetic." Most people do not know what that means. It's like how How do I exhibit empathy? How can I look at a human being and say, "Empathy occurred." >> Recap. >> Yeah, it'd be it'd be a component of it. Now, if somebody only recapped, you'd probably be like, "You sound like a [ __ ] robot." So, what else is So, it's like this is like So, what else is there? What else is there? So, it is it Maybe it's like Maybe you also nod while they're talking. That's another component of it.

22:31Um maybe you just say like, "I feel I'm sorry that it felt that way." Then maybe you have it like at least twice you acknowledge how they felt during a situation or you asked about their feeling. And then maybe you just asking about their feeling, people then describe that person as empathetic. I don't know. I'm not described as empathetic. >> [laughter] >> That's That has not been my That's not been my hat my strong suit.

22:57But but to be fair, like the the reason I found so much interest in this is because uh a lot of human behavior confused me for a really long time. And I just always felt like people were saying things and I was just like, "I just don't know what they mean." Like in my in my recent Tony thing, I was just like, "What is going?" He's like, "I need to get it out of your head and into your heart." I was like, "I don't know what that means." What does it mean? >> Super helpful when you make it stop and you say, "It's a behavior." >> Everything's behavior.

23:24>> It's a learnable. >> Yeah. >> Like everybody needs to hear that. It's like, "Oh, no, this is learnable." >> Yeah. >> Reproducible. If this is a process. >> Yeah. A baby does not know how to lead, right? And then everything from there is learned. And so it's just that people have a trouble with quote soft skills because they don't have hard definitions. Not that they cannot be defined. They are just harder to define because there are more behaviors that are associated with success.

23:51And so hard skills are actually easy to define because success has fewer criteria criteria. No, it's real it's real. I mean, like what makes a leader? There's behaviors, for sure. Yeah.

24:17The skills and adaptive chain of behaviors. That's it. That's all it is. It just demystified the world for me. And that's why I'm so passionate about it. And probably it's it's so embedded in everything that I talk about. It's just like, I have this world view, I apply it to business, and that's what that's like if you had the most consolidated version, like what is Hermosi content? It is a first principles approach from behavior to explain phenomena as it relates to business. But I think I I I'm I'm so passionate about that because like that's that is what made it's made it's what's made everything understandable. So like and it also made me the signal to noise ratio in terms of understanding and learning from other people, you can quickly see the vast majority of people have no idea what they're talking about. Like most people just repeat the same phrases that they heard from other people that they got reinforced for saying so they nod their heads cuz other people said great job when they said it. But like they don't know anything.

25:08And so there are a few people who have like first-party data, they did a thing. They don't know how to describe it, but somebody who understands behavior can ask enough questions to know to to tease out what things that person did that created the outcome. So like a lot of great sales guys don't know how to teach sales. But they know how to sell well. And so somebody who can observe well can instead of saying like oh this guy was building rapport. It's like what the [ __ ] does that mean? Right? It's like okay so he asked questions about the other person and then said we are similar.

25:38Okay, great. That's what rapport is. Like then we can just get rid of rapport and say say hey ask more questions and then ask questions until you find an answer that you think is similar to you and then and then link it. And then once you do that, ask if they're ready to begin. >> [laughter] >> And same thing with tone. Like I had a I I used to blow up my sales guys cuz they were like dude empathetic tone. I was like what the [ __ ] does that mean? I was So then it was like okay what can you do with your voice? It's like you can go louder, you can go softer, you can go faster, you can go slower. So you have speed, you have how how loud you speak, you have when you pause.

26:13There's not that many things. So when you then you can actually tell someone like [ __ ] like you know empathetic tone just like lower your voice when you're talking to them. Oh, great. Or just have variety in it. So it's like you sound like a robot. It's like you sound like a robot cuz you're reading the script. If you memorize the script, you'll naturally take pauses. And it doesn't actually matter where you pause and go up and down, just that you pause and go up and down so it sounds like you're talking.

26:43Just stuff like that. I could talk about this all day. Yeah. You can beat most people at anything if you just stick with it for a year. You can become competent at just about any skill in 20 hours. It's just that people wait 10 years to get the first 20 hours logged. Right? Like if you want to learn how to play the first few notes of a guitar, you can learn about 20 hours. Now, are you going to be Jimi Hendrix? Which Gen Z, who's a guitarist, Purple Haze, you can look it up. Anyways, the point is is that people have this huge delay before they begin.

27:15And what makes things hard isn't complexity. It's consistency. And so as boring as it is, you just have to keep doing it before you get anything back. So one of my favorite quotes from myself is the world belongs to those who can keep doing without seeing the result of their doing. You have to delay how quick you get a reward, how fast you need a cookie in order to keep going. I've been told that I'm decent at presenting and talking on stage in front of people.

27:43And what a lot of people don't see is that for years I spoke at the microphone in front of a group of people and I did it like multiple times a day and I did that in the form of a fitness session. And so I had to literally stand on a box and shout around and tell people what they had to do and I had to do that for years. And I remember when I had to get on stage for the first time and I had in high school been very nervous to public speak.

28:14And as I was about to get up on stage, I was like, why am I not nervous about this? Like this is weird. Like I should be I was like, I should be nervous. Like why am I not nervous? And I was like, oh, I've I've done this so many times. Like so many times. And I'm not talking about, you know, Civil War history and Abraham Lincoln. I'm talking about stuff I know. Outwork yourself doubt through repetition, not affirmations.

28:40You don't do it through belief. You do it through stimuli habituation, which is just fancy words for saying you expose yourself to the bad thing so many times they get used to it and it's no longer a bad thing anymore. It's just life. If you want to get over a fear, the way they do it is habituation. So, if I wanted to get over, you know, being afraid of spiders. I'm not afraid of spiders, but some people are afraid of spiders, right? If you want to get over that fear, you literally lock yourself in a room with a bunch of spiders and all you do is you just have panic attack after panic attack and you pass out and you wake up again, the spiders are still there, you pass out. You keep doing eventually, eventually your nervous system adjusts and 5 hours later, 8 hours later, you walk out of the room unafraid because you have habituated. And so, the point of practice for all of these things is to habituate as fast as you can. And so, we're trying to microwave that period of time. And the thing is, let's say it takes Let's say it takes this many reps. You can have this many reps take you a year or you can have it take you a month depending on how dedicated you are to it.

29:36>> This will This will be nasty for the people who are listening at home. So, learning means same condition, new behavior. So, phone rings, you answer the phone, you say ABC. I say, "Cool. Read this script instead that says DEF." Phone rings, same condition, you say DEF, you have learned. Same condition, new behavior. Intelligence is rate of learning. It's speed. It's a measurement of speed. So, it means how many times do you need to exposed to the same condition in order to change your behavior? If I teach someone something, that script, and then on the first try they say DEF, and someone else it takes five tries for them to say DEF, they are not as intelligent as the first person.

30:24Here's why this is interesting. Every person who's listening to this right now has listened to a thousand [ __ ] podcasts and they're in the exact same condition and yet they have not changed their behavior, which means one, they have not learned and two, they are dumb. Which also means that if you can control your behavior, you can also control how intelligent you are. And so if you want to be a smart cookie, then it means that you just decrease the amount of times that you do not change your behavior under the same conditions. And so when I think about this, when I teach my team, when I teach anyone, I think in these conditions. And so every time you watch or you consume a piece of content or you read a book, if you think what behavior I'm going am I going to change as a result of this? If the answer is nothing, you wasted your time and you pretended to be learning, but you were really entertaining yourself. And so that frame has been incredibly helpful for me to speed up how quickly I take action because I don't want to be a dodo bird. So that's two two different ones, learning and intelligence. One that I've been thinking a lot about with Dr. K and I we go back and forth is motivation. So I'll tell you a story and then I'll I'll bring it up I'll bring it around. So I had a I was at an event and a young lady said, "Alex, can you just give me 60 seconds of motivation?" And of course it's like, you know, dance monkey dance.

31:43And so I I you know, I took a deep breath and I was like, "Define motivation." And you know, she just like melted. She had no idea, right? I was like, "So you're you want me to answer a question or make a statement about something that you can't even define. And so how would you have any idea of whether or not I actually did it? So motivation is the equal opposite of deprivation. So we are we are most motivated when we are deprived of something. I'm most motivated to sleep when I'm sleep deprived. I'm most motivated to eat when I'm deprived of food. I'm most motivated to have sex when I haven't had sex in a while. Now, that logic carries for physiological needs, but then you when you get into psychological things or or intangible constructs, so like let's think about money. By that same logic you'd think, "Oh, poor people should be more motivated because they're deprived of money." But that we don't see that in reality. Many poor people are not that motivated.

32:37So it would then follow and I've seen some incredibly rich people who are wildly hungry for money. And so then it would follow that the deprivation comes from our reference point because money's intangible. And so it's how much do we perceive our deprivation around money? And so if all of my friends are billionaires and I'm worth a hundred million dollars, then I have a $900 deficit that I have to come up. I'm $900 poorer than the person who just is at $5,000 a month who wants to make $10,000 a month. I'm more motivated to make money than they are because I'm more deprived of it. And so in thinking about this, I then think, "Okay, what am I deprived of that motivates me to go get it?" And also when I want to try and judge the behavior of others or predict their behavior, I have to think, "What things are they deprived of?" Because I'll have a much stronger predictive power than trying to say, "How do I motivate this person?" Look at what they lack.

33:35>> So, the next time that you say you can't figure something out, just set a timer for 20 hours and actually try for 20 hours before you quit. What you'll often realize is it's not hard, you just haven't even tried yet. If you can shrink the time between saying you want to learn something and beginning to try the thing and extend the time before you say, "Hey, this is hard," then you will be able to accomplish way more than you think. You can learn most things in 20 hours. The problem is that most people delay the first 20 hours by years. And if you really measured yourself by the amount of action you take, not your desire, not your deservingness, or even your effort, you might actually be embarrassed because what you're looking at is reality. It's about what you do, not what you say you're going to do, how much you want the outcome from what you're doing, how much you think you deserve the thing that's going to happen after you do it, or how hard you try because one, no one cares. Two, reality doesn't care either cuz the only thing that matters that you can control is input. And you would be absolutely astonished at what you can accomplish when you give yourself no choice. Every third time I do a Q&A, I get asked the question, what keeps you going when things were tough? Like, what did you think about? And I could come up with something that was really compelling.

34:44The honest truth is, I just never considered quitting. It was just not It was just not on my choice of options at the table. Because for me, the idea of going back to Baltimore as a failure was so much worse than anything else that I could encounter that it just it just wasn't even a consideration. And so, the only natural option I had was to persist. Was to endure. Was to continue. And so, I think if you use that frame as there have been people who have gone through significantly worse than what I'm going through right now. And for those of you who claim the demon card of like, I've been through [ __ ] then prove it. Was it worse than this? Great. Then you can prove that it was so hard by being hard now. Across time frames in history, across countries, across cultures, across age groups, across race, gender, everyone respects the man who works.

35:36Because as men, we are always judged by what we can do. And if you are doing things, then people know that you are contributing. That is how you prove utility. Work ethic is the currency of respect. If you want to earn respect, you earn it through work. And sometimes that's working on yourself. That's sometimes working on a skill, working on a product, but it is all through work, through effort. I'll tell you something that shifted my life, which is that entrepreneurship is not a game of best man wins. It's a game of last man standing. And there's a lot of games that are like this. And fundamentally, that's an infinite game frame versus a finite game frame. And I will read you the quote that Leila had framed and put in my office.

36:13Ask the girl, shoot the shot, launch the business, run the ad, quit the job, take the risk. Because when you're 85 years old and on your deathbed, you're not going to wish you had fewer crazy stories. And so, in order to develop that expertise, you have to have education. And people think that education is expensive, but the only thing more expensive than education is not being educated. And so, I would say that in my life, I spent more money than I could possibly imagine simply trying to acquire skills and relationships that would make me better. To give you an idea, I think the most expensive thing that I bought for this This is not including me messing stuff up and just losing tons of money, but actually wrote a check for was $350,000 to have a dinner with a guy who is worth 7 billion. And I got exactly what I wanted from that dinner, and it was incredibly valuable for me. And uh he kept saying no. I I started offered 100k, then 200k, then 250k, then 350k. And when we offered 350k, he said, "Fine. I'll just have dinner with you." And he didn't ask for the money. But I think he was just seeing that I was willing to spend the $350,000 for it. And so, I've spent so much money for 1 hour, 2 hours, anything to gain context. Because I I heard this close, and you've heard if you've watched my channel you've heard this before, but pick whatever number your income goal is. Right? Let's say it's a million dollars a year. And let's say you're currently making a hundred thousand dollars a year. If you value that million-dollar goal, the value of the million dollars per year, what's the price you put on that education? The value of that education is the difference between where you're at and where you want to go. And so, that's why if I want to if I want to become a deca-billionaire, then I should be willing to pay everything that I have in order to gain the skills, the experience, the knowledge in order to get there. And so, if there's a way that you can spend $50,000 in order to learn a million-dollar per year skill set, then every year you don't do it, you lose $950,000 that you would have made if you had made that investment. And so, the the key point here is that we use poor people language when we talk about education.

38:13When we should be using investor language, because it should be an investment in an asset. And the asset just happens to be you, and you can't sell it. But you can invest in it, and you can grow it. If you think about investments, you'll never say an investment is expensive. There's just a cost and a return. But if someone says there's a $100 stock or a $1,000 stock, it could be expensive relative to the return, but if the return is supposed to be good, then no one said that that amount of money itself is expensive.

38:38It's just what the cost is for the return. It is the investment. And so if you think about education in that same way, it always has to be framed in terms of what you get for it, not how much it costs. It's not about how much you make now, it's how much you're going to make and how much that's worth to you. And for me, whatever my delta is is what I'm willing to pour into that without hesitation. And so for the first probably I mean shoot, I lost everything at year whatever six of my entrepreneurial journey. And I put all of the extra money that I had right back into learning more stuff. And so even though I made profit, my like biggest expense was me. But it wasn't on my living and my lifestyle, it was on my education and my network and my surroundings and the skills I wanted to learn, the courses, the workshops, the seminars, the coaching programs, all the things that I did. I'm a product of that world despite the fact that I think that world overall has a lot of shitty people. I still learned a lot. And you can learn just as much by learning what not to do and say I will never do that or treat someone the way that the person treated me. Because the best students never come out negative. So really they think that like I have always been the top performer in every single program, coaching, whatever I have ever done. And so the process that I use is number one, do everything they tell you to to the T the first time, then take what works and toss the rest. You can learn something from everyone, but only take in that which makes you stronger, which is a quote that I have from Harry Potter, the sword of Gryffindor. But I love it because it was enchanted to have this this spell that it would only take in things that made it stronger. So it took in the basilisk's venom, which allowed it to kill, you know, the Horcruxes later on. But I like to see myself as that sword is that I continue to invest, I continue to put things into the steel, but I only take in that which makes me stronger. So, a lot of people have these negative experiences with coaches, consultants, vendors, whatever, and I just like to think to myself like, in what way will this make me better?

40:28And so, by instead asking that question rather than enumerating the many things they could have done better or the things they did wrong, simply saying, "There is something that I can learn from this, and there is something in this experience that will make me stronger." And that frame may have been one of the most valuable frames that I've had because I, like you, have spent plenty of money on things that have, quote, not worked. But, I still learned enough from them, and oftentimes what not to do that allowed me to then see what to do. But, before I ever did that, I had to do the first three steps of that, which was do everything they said to the T the first time. And if, for whatever reason, it did not work, I would then use my other skills to patch the difference so that I could find a way to make it work. And by the way, if they have a success story, which they usually do cuz that's how they sold you, is that you find that person and figure out what they're doing that is lacking in the education that the person who's teaching taught. Fundamentally, if you ever buy something where there is somebody who has been successful, then it means there are activities that yield success. And the discrepancy, I'm going to share this to you visually cuz I think it's important. So, let's say there's a bridge, right? And you've got, you know, here's here's money and here's you, okay? So, you've got this path that someone, uh, shows you how to do. So, you paid money and they give you these little bricks here, right? They give you these little bricks that you paid money for. And maybe these bricks you had to pay different vendors different amounts of money for each one of these bricks, but you still haven't made money yet.

41:53The thing is is that there's a gap here, and the reason that some people are successful with some people's in, uh, you know, programs or implementations and other people aren't is because that the people who already bought that brick from somebody else before that, that brick isn't missing. And so, if you see the education you have as these bricks on the road, then you wouldn't say that the foundation of a house is in some way a rip-off. You would just say it's not a complete house. Now, if they sold you the expectation that you would have a house, sure, you could be upset by them, but they still helped you build a foundation. And so, it's the same people who get upset saying, "Oh, I learned arithmetic from Mrs. Glass, but then when I found Mr. Hardwick, and he taught me calculus, she only taught me arithmetic. She is a moron." You wouldn't say that, but for some reason people talk about the basics of business the same way when they become more advanced. If someone taught you how to do outbound and do warm outreach so that you could save your first customers, then someone else later teaches you how to run ads, well, you probably learn how to work the leads from the ads that work for you because you learn how to do outbound. You probably learn how to sell because you learn how to sell strangers.

42:55And so, when you did the ads, it worked for you, and then somebody else who did that same exact implementation didn't have the bricks that you had, and they never got the dollars that came across. And so, whenever something doesn't work, if you can It doesn't make you any better by saying it's their fault. And fault also only matters in the eyes of the law, which you're not going to sue anybody anyway, so who gives a [ __ ] The only thing that matters is whether the outcome happens or not, which is under your control because it means that you simply have a discrepancy in where you are and where you want to go.

43:23>> Um hey, Alex, how do I learn to be articulate and charismatic? Thanks, man. Um I often stumble over my words and freeze up in conversation. Cold calling is very daunting to me. >> All right, let's be real. Hold on, this will be good. This will be worth it. This will be fun. This will be fun. This will be good. All right, hold on.

43:48All right, ready for this? You guys ready? Okay. See if you guys can hear this. Let's see if my my Wi-Fi actually works. >> And welcome back to the second video. Um so, there's one of the couple we're going over today. First thing, just to recap the last time, so lay on your back. And the back of your arms and on your stomach, this causes more excess toxins in your body when you have a surplus of calories. All right, so these are the things that we need to do with. So, today we'll be covering back blow. Now, you tend to not be able to get rid of the fat on your backs, the back of your

44:24>> Are you [ __ ] kidding me? Of course you're going to suck. You practice, you do it again. You do it again. That was a piece of content that I made 16 years ago or whatever it was at my gym. And I was explaining how fat calories work or whatever I was saying, right? And does that sound Does that's that sound like banger content to you? Probably not. Did I sound charismatic there? Probably not. Did I sound articulate?

44:49Certainly not. Right? It's like you just got to try, you got to start. And like think about it, like I have a lot of reps here. So, I'll tell you I'll tell you a story that might make sense for you. I have been making ads. And I'm talking like 50 ads or more per week myself, not my companies, me.

45:14For 14 years. So, 50 ads a week is 2,500 ads a year. Times 14 years, I've made 25,000, 30,000 ads. And so we were like, man, and my team knows this, it's like, man, just put the camera on, just tell like Alex what the what the hooker the angle is and then he'll just like he'll just go. It's like, right, when you do something 30 thousand times, you get decent at it.

45:41And so this is like I get I get I get I get attacked publicly for saying this stuff, but like you have to do a lot more than you think you do. And you have to do it for a lot longer than you think you're going to have to do it for. And you're going to get paid way less than you think you're going to get paid for a much longer period of time than you expect. And it is still worth it. It just takes a while. And it's because like you're just not that good yet.

46:07And there's a reason that income goes like this, right? For a very long time, and you keep getting better and better and better, but your income still barely moves. And it's because it's at the very end is where you get all the returns. Right? A lot of markets are winner-take-all. And so, in order to be the winner who takes all, and I'm not saying I'm that guy, but I'm saying in order to at least start getting up this curve, you got to be better than a lot of people. But this is the good news.

46:3390% of people don't even start. And I think the podcast metric is one of the most famous one cited for this, but I think it's so important. Many people want a podcast. Almost no one starts. Of the people who start, 90% do not make it past the 20th episode. 20. I said I just did 30,000 ads. Let me give you an idea to like think about this for a second. One. Two. Three. Four.

46:59Five. Six. Seven. Eight. Nine. 10. See how boring that is? Now, count to 30,000. And that is still not as long as I've actually made ads, because ads take longer than the time it takes to say a number. That is how many ads I've done. And so, like you have to practice to get better, and you have to do a lot of reps to practice.

47:24So, I don't know how to do this faster. >> I only follow comedy and philosophy accounts for the most part. >> Comedy and philosophy accounts? >> Yeah. The only two truth tellers. >> And what do you what do you get from those accounts by watching? >> I enjoy it. Yeah. >> Okay. >> Both give me context on life. Some make me laugh, some make me think. >> And who are your Who are your favorite comedians? >> Oh, man. I have so many. I I mean, I follow a lot of comedians. Like I ba- I basically follow any comedian I see on my newsfeed who makes comedy regular. Like, if I click over their page and they have like one comedy video and a bunch of like not videos, then I I won't follow them, but if they make regular comedy clips, I will almost guaranteed follow them no matter how big they are. I like Andrew Schulz, Whitney Cummings, uh Sam Morril, uh Mark Normand, I like uh Nimesh Patel, Matt Rife has obviously been

48:11>> Matt Rife is amazing. >> Yeah, he's he's great. Um I just I mean honestly there's so many. Uh Bill Burr, uh Nate Bargatze, um there's so many. I'm just like naming names off the top. Like I like I like a lot of com I mean if it's comedy I like it. >> Yeah. Do you like um Norm Macdonald's comedy? >> Yeah. >> I love Norm too. >> mean I I'm a I'm a cheap date when it comes to comedy. Like basically the only thing I don't like is like lazy comedy. Just like uh like uh crude comedy for the sake of being crude. Like that stuff I don't not like I don't think exactly like Theo Von is great great example. Not [snorts] not of that. He's also another great comedian.

48:44Um And yeah, that's that's uh that's like that's I yeah, I love really like comedy a lot. >> Do you like live shows or do you do you listen to comedy podcasts ever? >> Uh I don't listen to comedy podcasts. I watch their routines and I go to shows and I watch the clips. >> Yeah, the comedy podcasts are hilarious. I think the podcasts >> are 20 times better than live >> Oh and Tom Segura, Bert Kreischer, like I mean there's a ton of them. I mean there's so many. I like Big Jay Oakerson small, but I actually really love his stuff. Um there's so many.

49:10>> Yeah. I prefer the podcast. >> the com Yeah, interesting good to know. I don't actually just don't listen to podcasts in general. I'm not a podcaster. >> I think like the the candid comedy in a podcast is 10 times better than rehearsed comedy. >> Yeah. Yeah. Yeah. >> Cuz they have to like the bit has to be funny every time and every single place with a cold audience, but like if you're warmed up with like things that got said earlier and it's like relevant to the moment, like they can absolutely be, you know, hilarious.

49:36Uh but no, I I I just don't I don't I don't listen to podcasts. >> Ever? >> I listen to Elon Musk every time he goes on Joe Rogan. >> Okay. >> But I watch it really. I watch it. >> So what sort of media do you consume? >> Twitter or X, whatever. I can That's That's my most active platform. That's the one that I'm on like by far the most. >> Is it you that tweets? >> Yeah. 100%. It's me on every tweet. >> That's you everything. >> Everything's me. I manage everything. >> And what philosophy content do you like to consume? Are there certain people that are practicing more philosophy? >> So, it's the ancients. >> Anybody who's dead. You're dead, I'll like you.

50:04>> That's the way that you get validity for >> Well, I mean, I I mean, the old you know, Epictetus, Seneca, [snorts] like some of the Stoics. I mean, I I I like those guys. Um and you have some of the darker you have Dostoevsky and some of the some of the other dudes. >> If they're dead though, how do they post? >> Good question. >> What? >> [laughter] >> I think it's like excerpts from >> to make a joke. >> [laughter] >> This is stupid. >> Fair enough. Good. Good, Graham.

50:30>> I was trying to make >> You should be a comedian. Maybe he'll follow you then. >> Yeah, that's a classic Shrewd. Classic Shrewd, you know, just >> [laughter] >> Well, you got Prime, so you're doing all right. >> That is >> And you got Lunch Lady. >> That is true. >> Yeah. >> Yeah, but but but but I I I do a specific part >> Yeah. >> like I I have a I have a role in that business. >> You crush it. You do awesome, man. I use your example all the time. >> I did see you running with the the book the 100 million dollar money models.

50:58Well, that that's that's Jimmy's idea. The way that it gets bigger and bigger and bigger. Um but I I guess Dude, I'm a marketer. I'm a market This is my tagline. My team hears me say it all the time. >> Yeah. >> Um I'm a marketer at heart. At the moment, I just also happen to be the product cuz I'm I'm I'm in front, but I I like to think about um what's going to captivate people or what's what's shareable and how do I make people care um cuz I think at the end of the day uh for me it's about creating something compelling or or getting people to just be interested in in when in the thing, but I don't have the I don't have the the like businessy knowledge like you do. Like the even even just hearing you really dissect how all of it works is is fascinating cuz I don't I don't like think about it like that like so much. Like to me, it's more like maybe artistic.

51:48>> No, you're great at it. >> Is what I'm I think you have great taste, which I would just define as pattern recognition. Like your way of saying like this is cool. Like you're like this is not cool. Like your way of saying that is like to me it's like okay, you have patterns in the past of like this is good, this is bad and you're like this doesn't match that pattern. And so for you it's a feeling and you're like >> a it's a feeling. And you're you're you're really analytical about it. But you also have a a really solid business sense. Is is that Do you have a mentor or or or how do you

52:15>> I mean I have every mentor in the sun. Oh yeah. So I mean it's interesting cuz I'm like a product of the alternative education scene. So like that self-help guru and and all that. Like I paid everybody. I did everything I could. Um and I think that shortcutted a lot for me. Now to be fair like there's a there's a lot of sewage in that space. But there's still good stuff, too. >> Like you took you took courses? >> I did I bought everything. Yeah. Courses, masterminds, coaching I did all of it. >> Who's are legit and who's aren't? >> Yeah, that's what I was going to ask you.

52:40>> Um I won't do that, but like I think there's I think there's There's tons of good stuff um that's out there. But also like when I came into this YouTube wasn't like like what it is now. Like you you can you can find everything you want, you know, on YouTube. Um and so but there is there's a lot of value in getting around other entrepreneurs who are at your level or above and just learning from them. And so for me like you know, I'm from Baltimore. My dad's a doctor. So it's not like you know, I was not well off or anything, but it's like there was no one who like there was no like ballers that I knew. Like for me it was like you make $100,000 a year like you're doing good, you know. Um and so that was my first goal was to make $100,000 a year. And so it's just been kind of like leveling up from there. But like when you meet people, you know, like the guy who who's my neighbor, you know, I think last year he he did 3.7 billion dollars in sales, owns the whole company.

53:30Probably do a billion in personal income. >> Like next door? Here? >> Not here, but like where I live. And just like just personal income. I was like that's chill. >> Yeah. >> Like there's levels. >> [laughter] >> Yeah. >> Yeah. Like that's just his income. That wasn't his exit. He'll do it next year. And then he did it last year and he just keeps stacking. Um and I'm like, okay, I'm fascinated by like how did how did that happen? >> Naturally select whatever the most important learning is from the content that you consume is the best way to work out what what is going to resonate and it's the best way to act on it as well. If you can't stop thinking about it when you go to bed tonight and you can't stop telling your friends about it in the morning and you've clipped it from this podcast or any other podcast or any other book or whatever. Whatever the thing is that you keep sending thought is up and you keep on reciting to people and you try and tell your mom about it and she doesn't care.

54:17>> [gasps] >> That is the thing that you need to work on. And you don't need to do if you take half a thing from this podcast or any other podcast that and you work on it for a month you have made so much progress and do you understand how blessed you are to have this opportunity? You could have been born in the Middle Ages before the Gutenberg printing press when they wouldn't even give you the Bible in the common language so that you had to go through the priest to be able to have a relationship with God. Right now you can search for whatever it is that you're dealing with, find the greatest minds on the planet, listen to them and then the next day implement it and you move not only yourself but you move the world around you.

54:56You get to nudge yourself and the rest of the world in a direction that you want to go and you get to feel proud about it and it's within your control. You have never been more blessed. >> There's a There's a quote that I want to that I want to hit here that I think would be >> [clears throat] >> relevant to what we were just talking about with the people who are sad and alone. And one of the one of the biggest breakthroughs that I had from a from a mental perspective was actually defining emotions for what they are operationally.

55:27So sadness comes from a lack of options or rather a lack of perceived options. And that's why it feels like hopelessness because you don't know what to do. When I realized that sadness meant that I didn't know what to do, it meant that another way that I could define sadness was ignorance, and that is solvable. And so, whenever I feel sad now, it's been my trigger to immediately think, "What do I not know? What option do I not see?"

55:54Because the opposite of that is anxiety, which is you have many options and you have few priorities. Looks like you have many paths that you could pursue and you just don't know which one. And so, being able to operationalize what these emotions felt like. So, if you feel sad, it just means that you need to go learn more, and that you can do. And then all of a sudden, the learning more becomes the option, and then you don't need to feel sad anymore. And that was like one of the biggest breakthroughs for my like mental health, or whatever you want to call it, mindset, um that set me free.

56:22And I've taken a lot of effort to try and operationalize emotions so that I can either get out of them or lean into them. So, like patience, for example, right? I'm only bringing this up because I think it might be relevant to some people, is that most goals are attainable if you expand the time horizon, even enormous ones. Like you can do anything in 10 years. You could walk to the moon. You could do There you go. You can do anything. And so, for me, I am I would say a naturally impatient person. Like I tend to want things immediately now. And you know what? You probably are, too.

56:52But once I defined patience as figuring out what to do in the meantime, it allowed me to control what I did. Because now, like you and I are being patient for your stock investments. Right now, as we're on this podcast, we're being patient for that, because we're doing things in the meantime. And so, whenever I felt impatient and wanted to change course, I had to just redefine, "What do I need to do today?" And if you are sad and impatient, then it means that right now you need to learn what the option is that you need to go pursue.

57:23And then that makes it very much under your control. And so, step by step, each of these emotions over time, I've spent a lot of time trying to define them out, so that they no longer control me and I know how to solve them. And then and then now it just becomes a faster and faster muscle like oh, I feel anxiety. That means that I have many options that I don't have priorities. Okay, what's my priority? And then all of a sudden, what used to take days of anxiety and feeling this, you know, frog in my throat was just oh, I need to make a list of all the things that I'm looking at, which one's the most important, ignore the rest. And then I'm good. And it would you used to take days, it takes minutes.

57:56>> One of yours is choosing the plan isn't hard. Doing the plan isn't hard. Sticking to the plan is hard. >> Charlie Munger said, >> So you paid $3,000 for a Facebook Ads weekend workshop-y type thing. Um, these days so we're sort of almost 10 years on from that. Do you think there's value in people paying for something like that or can everything just be learned on YouTube and there's no point in paying for a thing?

58:24>> Yeah, I think things can get learned on YouTube. I think what you pay for is speed. So you pay for speed. You pay for trouble troubleshooting. You pay for somebody else who's already done it and not [ __ ] up as many times as you're about to to get you there faster. Like I remember most of I've I've paid for tons of one-on-one stuff. So I had a guy who had a course. This is later, this is probably two, three years later. I didn't I I knew enough to make, you know, to get ads going but like I really did I wasn't like a genie at it. I just knew enough to get leads so I could sell them. Um, but a few years later I wanted to get more sophisticated. I wanted to learn how to retarget. I didn't know any of that stuff and so I paid a guy who had a course. He said, "I don't do one-on-one. I only do courses. I don't sell my time." And I was like, "It's America, everyone sells their time. Just tell me what the price is." Went back and forth and finally it was like 750 an hour. And I was like, "Done. Cool." And I think I did eight sessions with him.

59:08So it cost me like 5,600 bucks. And cuz I didn't want to just learn how to run ads. I wanted to learn how he would think through running my ads. And so the deal was he would get on and then I'd be like, "This is all the stuff from last week. This is what I have. This is what I'm thinking of doing. What why is it wrong or what would you?" And then he I did all the clicking of the buttons and he would tell me why he would think about things in different ways. And so, that was how I learned how to And it only took me like eight sessions. So, it was like not even I like I didn't have to go through a course. I took eight hours and I and I learned the skill. Probably by the sixth time I was like, "I'm good." and I just did two more to make sure that nothing happened.

59:39>> Yeah. And now you've leveled up your baseline for how much money you can earn by having >> Totally. >> having this skill more often. >> $5,600. If I wanted to go run ads for gyms, if that was all I wanted to do and have no employees, I can make 10-20 grand a month. Easily. If that's all I wanted to do. So, like there's You know what I mean? Like you just keeps adding to your to your skill set and stacking on top. Now, I also knew how to sell there. So, I you know, you stack those two skills together, all of a sudden I'm a $100,000 a month skill, right? So, they just keep multiplying and multiplying and multiplying.

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