Wie Alex Hormozi 106 Millionen in 72 Stunden umsetzte

0:00It's Alex Hormozi. Dude, but how much money do you think you've helped people generate with your books? Probably a few billion. >> Are you serious? >> I'm down 40k. How do I get in my money back? >> In Vegas? Fix a fight? >> He's in that business. [Laughter] You're a best-selling author. >> 2.9 million books in 24 hours. >> Yeah, it was the Guinness record for non-fiction. So, 106 million dollars in sales. >> Let's talk about how cuz this fascinates me. Dude, your wife Leila, you guys are super in love. And you guys work together?

0:26>> Was the first date in like a boardroom? Yeah, she tried to cancel on me. She was like, I feel sick. I was like, you sound fine. She makes you dinner and makes you money? >> One of my first mentors he was like, every other cost you money. He's like, this make you money. I think the reason that my content has done disproportionately well is because I speak at a fifth grade level when it comes to business. Easiest way to make a million dollars is to buy something that's 10 million dollars, buy it for eight and you sell it to somebody else for 10. >> Easiest way to make a trillion dollars is to find something that's worth a hundred trillion. >> If you do nothing at all, you'll get criticized. If you do anything at all, you'll get criticized. How do you know my works? It's like, well, the book about monetization made a hundred million in a weekend. This guy's odd.

1:02[Music] Yeah, I guess >> could have pulled it off. >> Yeah, I guess you're right. >> Somebody should have checked in with us, dude. We were down 40k. We would have loved to throw some weight around. >> mean we? WHAT DO YOU MEAN WE, DUDE? WHAT DO YOU MEAN WE, DUDE? >> What the hell's wrong with you guys? What do you mean we down 40k? I'm down 40k. >> you the 10k at the end of the night. >> That's my money.

1:29>> Yeah, but I took it out of your bank. Thank you, dad. So, I had something to do with it. Okay? And I lost some of my own money, not as much as you. By the way, you're you're being pretty bragadocious about your suckingness on the tables. You suck, dude. >> it's this trip it's this trip, dude. >> Terrible strategy. Terrible strategy. >> What are you talking about? >> Well, let me ask you a question. If you're going to play on roulette, why not pick the win the numbers that actually hit? Have you ever thought about that before, bro? All you did was pick the wrong numbers and the wrong colors all night.

1:55>> He is right. He is right. I guess I didn't think about that. Um something to think about, dude. >> have just picked the right numbers, right? Something to think Something to think about, dude. Dude, Alex. Yeah. What's up, man? What's up, brother? Thanks for having me. All right, you're wearing your building. This is your building. You're shooting, dude. This is your building. These are your couches and >> Yeah. This is where you shoot as well? >> is Leila's. Oh. Oh. Oh, well.

2:21>> Nice and neutral. Yeah, it's really nice. The colors and everything is like, yeah, I feel cozy. Um yeah, no, thanks for having us. Uh thanks for having us. >> Yeah. Acquisition building? Looks awesome. Thanks, man. I appreciate it. >> empire, we can feel it, man. Um Here, ladies and gentlemen, it's Alex Hormozi. Yeah. Dude. [ __ ] Logan and Mike. Hey, I think so. Hey, thanks for having us, man.

2:47So So, I mean, look, we are down we I'm down 40k. Uh how do I get in my money back? In Vegas? Yeah. Fix a fight? He's in that business. OH, NO. GOT HIM. WOW, SO DUDE, your wife Leila. Yeah. You guys are super in love. Yeah, she's awesome. And And you guys work together?

3:12Yeah. Does that ever not work out? So, we started working together pretty much like on our first date we we like talked only about business for four hours and I was like, listen, if this doesn't work out, you should totally quit your job and work for me no matter what. Oh, really? Yeah, so I had like propositioned her to work for me. And so, um I had like basically every time I saw her for the next 21 days cuz I saw her every day after that, I was like, you should quit your job and join me. And then after three weeks she was like, all right, I'll do it. And so, we pretty much like worked together almost we had like almost a more intimate work relationship before we had a more like intimate like you know, dating relationship. And then we kind of had to learn Oh, really? Yeah Yeah, but yeah, but what about the inevitable fallout that happens like with all my friends?

3:56>> Oh. We have We have it. No, we had a couple falling outs. >> Yeah, but we're stronger than butter. I Sorry, I didn't think that one through. Go Sorry. Which the fallout where? On the business side or the relationship side? Or both? No, no, no, actually only relationship. >> we ask it like this? How do you balance the two? I think that we just don't actually try to balance the two. Straight up. No, it's just like if we have like I think if we're not having a good time, it's like, hey, I need some more like us time. And it's like, all right, cool, let's do that. And then I think it's just like if one of us notices it, we let it know and the other person corrects and then just let things keep sliding. I think we just haven't really judged much about it cuz like she and I work a lot. I imagine there's got to be a decent amount of like give and take on on both uh well, probably probably the business, right? Cuz you you're you're both coming with ideas. Does anyone have the final say?

4:44Yeah, I think we run things pretty I don't know. It's we've been working together for a long time. So, like we have a pretty good setup like it's more that like we have domain specifics. Like I'm not going to like she if Leila has an opinion on like some sort of, you know, recruit or person that we're you know, some talent that we're bringing in, um I'm I'm like, that's you. Like I think this, if you know her better or know him better, then like do do what you want to do. And if I'm like, hey, I think this is the you know, marketing angle or brand angle I think we should take, she'll say, okay. But then she'll push back of like, we can't do that this quarter because of these three things.

5:16And if you think this is more important than these other three priorities, I'll be like, no, you're right, like those things are more important. And so, I mean, I don't know. I I think I wish I had I I had a sexier answer, but um we have domains that are ours and then when it comes to big strategic decisions, we just talk it through until we agree. Like we just I think we've had one big argument in our whole marriage that was business-related. Give us the intimate details of that. >> Yeah. I mean, it was business-related. So, I we had we had Gym Launch which was my like B2B licensing business for gyms and then we had our supplement company Prestige Labs. And so, those were you know, doing well and I was like, I think we need to build a software company. And she was like, I'm dying. Like I really like this is a terrible idea. And I was like, I think it's an awesome idea.

5:57You're not thinking big enough. You're not seeing the big picture. Um and so, I basically just steamrolled through it and I was like, we're doing this. And so, then I just basically like deployed my software there. She spread herself super thin and uh it was a it was a big mistake. I mean, the company did okay, but like the amount of opportunity cost I left on the table of like taking my eye off the ball in the other two businesses that were doing well. Um it was the wrong time. It might have been a good business idea. It was just too early. We didn't have the infrastructure. We didn't have the team. And so, like she was right, you know.

6:24Damn. Does she rub that in your face? >> No, never. That's just not how we roll. Yeah. Like she's super traditional when it comes to like marriage and relationship and then we're very modern when it comes to like business. Be Be more specific. How is she traditional in relationships? I mean, it's not like um Like does she cook and clean? Yeah. She makes me dinner every night. She makes you dinner? Yeah. And makes you money? Yeah. This is I mean, dude, that's

6:51>> one of my first mentors literally said that. He was like, I was dating her and he was like He's like, so He was like, every I'll just say what he said. He was like, every other [ __ ] cost you money. He's like, this [ __ ] make you money. And uh and he's like he's like, look at all your stats. He's like, are they up? I was like, well, yeah, she's super hard. So, she's at 11-year unbroken MyFitnessPal streak. Uh like she's hardcore about like fitness stuff and so Wait, what does that mean? Like she literally logged her food every day for 11 years without missing a day. And then she like Cal Ripken and was like, you know what? I think I know what's in my food. I'm going to I'm going to sit I'm going to I'm going to sit the bench today. And so, she broke her She's like I was like, I don't know why they didn't like fly her out. If I had a somebody an app and had 11-year streak on my app, I'd be like, come on out. Like this is who this person is.

7:32Yeah. How did you How did you guys meet? Bumble. Are you serious? Nice. Yeah. Apps. On a dating app? >> Yeah. How long How long ago? Nine years ago. And the And the first >> 2016. Was the first date in like a boardroom? No. You know what I'm saying? Like where did you guys >> No, we went to fro uh we went to fro yo cuz I was like >> That was nice. >> Yeah, she tried to cancel on me um the night before and I was just like, well, she's like, I feel sick. I was like, you sound fine.

8:00I swear to god. I was like, you sound fine. I'll see you tomorrow. Um and so, then she shows up and then I rise and I'm walking up. I'm walking from behind where the frozen yogurt place is and she's got like a sundress on, but she's got these two angel wings on her back tattoo. And I was like, [ __ ] Like what am I getting into? Um Cuz of the tattoos? Yeah. Yeah. Uh well, just like specifically like the angel wing tattoos. I was like, oh, no. Why? Wait, why? >> well, I just like stigma, whatever. I was like, this could just not be what I'm hoping it to be. Like almost like a like a shoulder version of like a [ __ ] stamp?

8:31Or was it the Oh god. Okay, got I think equivalent. >> Yeah, yeah, got it. And so, we you know, we're I'm going in and I was like, I'm trying to get out of here as fast as humanly possible. And so, sat down. I was like, do you want to just get fro yo? And she's like, this guy's such a dick. And so, I was like, you got What do you need? Like let's Let's like check out. But like she was cool and so, we kept talking talking and then um and you know, we ended up hitting it off and I was like, okay, I get all this. I was like, don't understand the tattoo. And um I was like This is going to sound make me sound like such a dick. But I was like, you sound so put together and I was like, but you're like nails all chipped. I was like, what the [ __ ] is that about?

9:05>> Nails? Yeah. I was like, they're all [ __ ] up. Like with an She was a trainer. Um but it was like I was like, what's this? And she was like She's like, for the first time in years I decided not to like get my nails painted cuz I was like, have financial goals and I wanted to like save this up. And I And she was like, and since that day she has literally never had her nails not done. Oh, no way. You hit it on day one. She was like, I just made this decision to be more financially responsible. I was like, I'll pay for your nails if you need it. Like I just don't understand.

9:34>> Oh, that's a good comeback. Oh, yeah, I know. Cuz that's like a That's like a hard area to hit on a girl. You When their nails are bad, bro, they are like freaking about that [ __ ] But I I like this dynamic, dude. It speaks to me because I think a a lot of people when they like analyze relationships, they you know, people that they don't know, right? They're like, well, where's like all the stuff that I'm used to? Like the love like, you know, like this real romance and blah blah blah. but when you pull together two people who are like career obsessed, that like collaboration is kind of a cool partnership. It's It's very intriguing to me. Like I think it's awesome. I think it's super rare. Like I don't see many people who who have that.

10:10Um like I had what I would consider normal traditional relationships for every other relation in my life, and so did she. And so this was kind of like a weird thing. Like on our I think our second date, Leila just like looked at me and she was like, "I get a lot of friend vibes from you." And I was like in my entire life, not a single woman has given me that that feedback. Um and then and then I fixed that. Um and so What does that mean?

10:35I just like I was like I was just trying to be respectful cuz I liked you. What did you Did you take your shirt off like you just did now? Is that how you fixed it? >> I just I literally I literally just flexed. Um no, but like we just like I don't know. It was It's a It's a totally different odd dynamic in that like we just we're really good partners. Like we're partners. That's like the only thing I like we're really like she's the [ __ ] Like Leila's awesome. Yeah. Like she really is awesome. >> Leila's We'll have her on sometime.

11:01Let's talk about Judo for a second. This empire, this building we're sitting in, not the only building, the big building, cuz there's also a smaller building and there's security and there's gyms and there's software companies and there's like like bring us back to the start of all of this. How did all of this empire begin? So um so Leila was in fitness, so was I. I had a chain of gyms and I told her like, "Hey, you should just quit your PT thing, join me. I'm going to start this new thing called Gym Launch." So I I was I was pretty good filling gyms up before we'd open them up. And so the constraint of the business ended up being like I just needed more places to fill. And so I was like, "I wonder if any other gym owners would be okay with me just like filling their gyms up cuz I was just really good at the marketing and sales side." And so turned out plenty of gyms were happy for me to come and like fill their gyms up.

11:45>> say fill them up, you mean get more clients? Yeah, I would but I would fly out, set up a table, and then I would like sell 200 memberships in, you know, 20 days. >> How? Just Facebook ads in 2013. Yeah, that was like you could have like hot chick with bikini that said like lose weight fast. And it was like work totally okay. That was like that golden era of like Facebook ads. >> I mean I was getting 30 to one up front. So that was like one of the big things that got me up like from like zero to like level one hero or whatever. Was like I could put a thousand bucks in ads and make 30 or 100 in 30 days. And I was 26.

12:20>> You definitely know what a J's hero is. Who? Oh yeah. Yeah. I was going to say I knew it. Like Yeah. And so yeah, so we so so we started doing that. And so I had this idea for it. Did three, came back, and that was actually the day that Leila decided to quit. So she picked me up from the airport and I've got this big backpack and we go back and I promised her that I took her on a real date cuz everything had been like Panda Express and Chipotle like for the first 30 days of just the gentleman that I am.

12:45And she was like, "Tablecloth and waiter." And I was like, "Fine." And so I was like, "Just one thing first." And she was like, "What?" And she was like, "Can you Can you help me process these?" And so it was a stack of like a hundred thousand dollars of contracts. And so I told her how to use the POS. We processed all of them and she was like, "How much was that?" And I was like, "It was a hundred grand." And she was like, "All right, I'm in." Wow, cool. And the question she asked before that was, "Is this legal?" And then I said yes and then she said And so then we started just flying around the country launching gyms. We did like 32 gyms in the next like 18 months. Um hired a sales team. We had six guys flying out doing gyms over that period of time. That business model kind of like broke down because we didn't control delivery. And so we would sell people to a gym and then people would just the gym owners who would come to us were struggling. And so they were struggling for a reason cuz they weren't good at gym business. And so I would fill it up but they like didn't have the infrastructure, didn't have the trainers, didn't have any systems. And so like that was a big mistake for like earlier on for me. Um and so I ended up having all these gyms have customers like they would just tell the customers to leave. They'd be like, "Just refund.

13:45I don't even want you here." Yeah. >> But I'd already be flown to the next gym. And so that was a big chargeback risk for us. And so I ended up that business died. Um and so there's a a very long dramatic story around that. But anyways, it worked out. And then we started selling out basically the kit of how I filled the gyms up. So it was like, "Okay, I need to get into licensing rather than flying out people to each of these locations." Cuz every month I had to have the exact amount of gyms to match the amount of sales guys I had. So I'd have like eight gyms every single month that I would be like, "Okay, are you good with me flying out a guy and all this logistics?" And then finally one day I was like, "I think we need to get out of the gym business." And I told the next eight gyms that were supposed to come out that next month, "Hey, we're you know, we're leaving or whatever."

14:25And one of the guys was like, "Dude, you saved my buddy's gym. Like I know you can help me. Like I just mortgaged my house. I lost everything. Like please help me." And I was like, "Listen, I'll I'll show you how to do it." I was like, "But I'm not flying you I'm not flying out there to save you if you can't sell." And he was like, "No, it's fine." He was like, "How much?" And I just picked the highest number I could think of at the time which was $6,000. Um and he said, "Done." And I was like, "Holy shit." Um and then I had like seven more calls and I made like $60,000 in a day selling air. And I was like, "Man, I think we're in

14:51>> Selling the how-to? >> Yeah. Okay. And then you figured out that the knowledge was was maybe a better product for you to move. Interesting. >> Yeah. And so that was like I was like, "Holy shit." And so like the next one I said six, the next one I said eight, next one I said 10, next one I said 12. And everyone was like, "Done. Sure." And I was like, "Holy shit." And like it was one day. Leila comes back in at the end of the day um cuz we thought we were going to pivot towards like let's just sell fitness programs and [ __ ] gyms.

15:15Like we'll just sell direct. And um and so she was like, "Hey, I just sold two deals." And I was like, "We're still in the gym business." She was like, "You just sold me on how we're getting out of the gym business." And this is like we're like we're ending this forever. Um and I was like, "Yeah, but I think we're just doing it wrong." And then that was when that was like the beginning of Gym Launch. And so the Gym Launch took off like a rocket. We did I think we finished that year like 6.8 million. And then the next year we did 26 million with like 17 million in profit. And I'm like 28. Um and then we continued to grow the business and then we sold that to a private equity firm in 2021. For 46. And And that Congrats. THANKS. AYO!

15:53I'M SORRY. I used to do it in my vlogs. It's the entrance for my theme song. Ayo, I'm sorry. I got two shirts up on WWE Shop, Fanatics right now. I hate Logan Paul. Yes. I'm the one behind it. You got to monetize the haters. And still humble because after all, I am your humble king. And I'm going to stay humble because I'm just that humble. You can grab my shirts and all WWE merch, hats, tees, replica title belts, superstar collections on WWE Shop and Fanatics.

16:21Get yours today. Back to the show. And now you kind of specialized in that in that in that knowledge selling or or or like Do you sell courses? Do you sell courses? I don't, no. >> Okay. I was going to say do what like do people ever mistake you for like a self-help guru? 100%. Yeah. So the whole idea after I sold Gym Launch was like I heard this thing was like, "What if you What if all your free stuff is better than everyone else's paid stuff?" And so because I came from the knowledge space, it's like a lot of my stuff looks that way. And so but everyone's like, "He just wants you to buy his course." I was like, "I don't have one." Right. So but like that's just the nature of it.

16:55Um it's fine. Um but yeah, so we I make content and it's all B2B. So like we're a hardcore B2B brand. Yeah. Business to business. Yeah. And so people So like what we have is So if you're like how do you fast forward to like today? So I'm co-founder of School which is a software platform for people to start businesses, online communities, et cetera. Um and so that company's very big. Um we have 17 million users and like it's

17:21>> one's that one's that one's big. >> Yeah. So so people people can start their own version of um uh spreading knowledge, right? It's creators, anybody can >> You you you've taken what you've figured out works. You made it work for you and then you made it so everyone you democratized what you did and and everyone can do it. Yeah. By selling what they know. Whatever they know. Yeah, it's cool though. It's like moms picking jars. Like here's a group on how we do jars and pickling stuff. And like there's everything under the sun. Like there's a school for it. Pickles. I mean there's hundreds of there's so many Google cuz pickles start as cucumbers.

17:57>> Yeah. Everyone starts like does their own thing. Like there's a crocheting community that like there's just I mean it's everything. It's whatever you think. Like everyone assumes it's like, "Oh, it's just like you know, it's a crypto and B2B." It's like not really. The other half is just consumers doing like consumer stuff. Like there's BMX groups. There's, you know, there's everything you can think of. Could I make a school on on Pokémon cards? Def million percent. >> Really? >> There's probably already like 20. Yeah. That's a super like that would be a super community friendly. You How much was the domain school? Cuz it's with a K.

18:22Yeah, less than acquisition.com and ACQ. How much was acquisition.com? Uh 400. 400K for acquisition.com? Yeah. And then ACQ was 500. I don't Am I allowed to So ACQ.com I've been I've been I've been eyeing for a long time. It had been owned since 1996 by a Fortune 100 company. I can't say the company cuz they said I couldn't like say it. But I've been trying to get this domain. I finally got it. So it was like really sick. Sick. How? How? Cuz I know sometimes with domains you you got to get get a little creative. Yeah. I mean it was just like reaching around and getting to somebody who was in the company and getting a broker together and then figuring it out. Whoa.

19:00>> But they had they had just denied every other time and then like they just finally were like, "Yeah, okay, we'll sell it." And I was like, "Awesome." I think I think what you do is awesome because yeah, when I first saw you popping up, I wasn't sure. I wasn't sure if you were another one of the multi multi What is it? Multi level marketing marketing like yeah. >> No, we um not that. I mean I mean I'll just I'll I'll be transparent so like we took out 40-ish million um in distributions before we sold the company. And then we sold the company for 46. Um and then we started the family office which was just going to be the hold co acquisition.com.

19:32Um I started making content with the idea of like I wonder if I can attract businesses so I can do like minority deals. And that was kind of the whole thesis in the beginning was like I'll just do these kind of, you know, 10 20%ish chunk chunks of companies. Um that ended up sucking. And so I did like 24 deals in 24 months and then just like got rid of almost all of them minus four. And then I was like, "Okay, um let's not do that." And so then it was like, okay, we need more meaningful stakes, a fewer far better businesses. And all of those companies I didn't put like any brand or anything behind it. I just like invested in them.

20:01And so it was like, okay, school, this is a this is a deal that makes a ton of sense. Let's do this. Um, and then like that's probably more how we're approaching it now is like because we're also pretty good at building businesses. So we started our advisory practice in January of last year in 2024. Um, and that's now a very big business. >> you advise on? It's companies. >> Oh, it's it's open. It's SMBs. So it's like 500,000 on the low side to 50 million is kind of like the sweet spot.

20:28So if you think like you've got like Gartner, you've got McKinsey, you've got Deloitte, you've got these kind of like they serve the I'd say like the top end of the market. And then there's obviously like the guru the guru world that's kind of like underneath. And we kind of serve like low mid market. And so, you know, people fly out here, they'll meet with our directors that are like for paid media or for content or for whatever it is they're doing. So like maybe you have a $14 million plumbing business. You're like, all right, well, how do I scale this thing?

20:53It's like, all right, you need a director of this and this is how the ad should look for recruiting the specific role and, you know, your supply constraints so you need more technicians. This is how we go recruit these technicians. That kind of thing. How do you how do you make B2B content actual like actually go like viral or get people to care online when so few of the people watching it are actually like business owners. I'm sure there's a lot of them but like for example, like the majority of our audience, say there's someone watching this episode right now in I don't know, Tuscaloosa, Alabama, right? For example, right?

21:28What what industries do you see right now or what places do you see right now that they could break into to start businesses that actually could be successful? Like what's where are the holes in the market right now? Well, I mean I think there's pretty obvious ones for just like AI enablement for like for like mainstream >> man. Oh, yeah, it still works. No, I know, but he's like he's like 19 years old. He just left Walmart. Yeah. All right, so I can start I can do plumbing, I can do power washing, I can do AI enablement. Like he's not going to do AI enablement.

21:56>> I don't like I got like Maddox is on my team is from a smaller county than that from like Little Rock, Arkansas. >> No, I'm not I'm not No, I'm not My point is this is like dude, the internet's the internet. Like that kid can watch YouTube for free just like anybody else can and can learn how to use make.com and and eight in and do whatever the hell they want. And they can go to the local plumber in Tuscaloosa and be like, hey, instead of having this girl who you paid $1,500 a month to answer your phones, I can have an AI do it for $200 a month and he can do that to 100 different places in his local town. Like he absolutely can do that. He also could not stick to Tuscaloosa and just use the internet like everybody else. Yeah, you got smoked you got smoked right there.

22:30I didn't think I didn't when you brought up AI enablement, I didn't make that connection. I guess what I'm trying to do is bring value back to people that are lost starting to discover things. Well, the reason I did school so to get to the question, right? It's like 30 I think so at the book launch two-thirds of the people who were there were business owners. Self-selected said, I'm a business owner. And then one-third of people who were at the book launch said they wanted to start a business or didn't have one.

22:58But like if you look at the US, 9% of Americans own a business. So it's 32 and a half million, 33 million people out of 300-ish. So 10% 9% of people have a business. I was okay with not being like the widest person. Like I want to go deeper with the people that I can like make the biggest impact for. And so if no one if the if 90% of people never know my name, I see that as totally fine. That's a that's an interesting number about 30 million people are business owners. Are those the people buying your books? Cuz you you you're a best-selling author. I think I think on my PDF here it says you you've sold over 4 million copies of stuff, which is a lot of books, dude. That's a lot of books.

23:40So are the people that are buying your books I would assume are the business owners? Okay. So the entrepreneurs side. Like the reason that I that the school deal made what like want to be entrepreneurs like want want to be entrepreneurs. But the but the with the books, like the reason I put the books out there, the reason I put the content out there, like the long-term play is there's tons of 19-year-olds who are in Tuscaloosa who are like, dude, how the [ __ ] do I make money? The education system's [ __ ] College doesn't make any sense anymore.

24:11Like what do I do? And so like I put a ton of content out for those people, but I also put out a ton of content for like, okay, when does a roll-up make sense? When do you you know, how do you exit a business? Like what are the key risks that you have to eliminate so a private equity investor would would want to make that purchase. Um, and so I make kind of like information on all sides there because the amount of people who who've been watching my stuff for a few years used it all and they're like, I quit my job, I started using your stuff and I just built this tourism van business in Ask Alaska, real story.

24:42And then they like fly out because they're like, dude, I'm doing two million bucks a year. And I'm like, that's awesome. I was going to say, so okay, so you don't sell courses but you do sell books. Yeah. Have you seen I also give them away for free. Oh, you do? Yeah, if you want a hard copy, you can pay for it. But yeah, they're they're for free on my podcast. I just give them away. Oh. Like that's Then how did you sell two 2. 9 million books in one day? Is that number It said it said 2.9 million books in 24 hours. It's like the world record inaccurate. How did you do that? Like how did you drive that? How how did how did you do that? That's an insane stat.

25:14>> Yeah. Yeah, it was the Guinness record for non-fiction. So, um, so the whole so these three books together were actually written at the same time. So I wrote them because a mentor of mine when I was selling Jim Launch was like, hey, you should crystallize all your knowledge now cuz like you'll forget the details. And so I just wrote this thing and it was this massive tome and I called it I called it lead generation and monetization structures, which is like not the sexiest title. And I gave it to like a handful of my friends and they're like, dude, it's a lot.

25:41And so I was like there was one section that was like on making offers. So I was like, okay, well, maybe I'll just peel this off and I'll and like I wasn't sure if I was going to publish it. I was like, maybe I'll just do it as like an internal manual for our own team. And then Leila was like, publish it. I was like, all right. So I just put it up there and I was like, hey, I wrote a book. And then it just continued to just keep selling more and more copies. >> Can I ask how you think that happened? Was it a word of mouth? Was it a word of mouth? Okay. I had 10,000 followers on Instagram when I made it and I didn't have anything on YouTube. That's in so so it must have been it must have been leading to results for people.

26:13>> Yeah, it's a good book. Have you have you seen firsthand people come up to you and be like, yo, I I I read your book, I followed your model and the Oh, really? Multiple times a day. How much money do you think just I just such a hard question. But how much money do you think you've helped people generate with your books? Um, probably a few billion. >> I was going to say, it's got to be a lot. That's cool. That's cool, man. That's a difference I think maybe between I mean you're you're you're you're you're legit you're legit, dude.

26:44Well, not that you need to hear it or be validated by me in any way, but like like I don't know. I see these self-help gurus and I'm and I was just wonder like maybe you have a couple success stories, but how many people are actually like when they sign up for the course like making it. >> Well, the courses that come with this are free. Oh. >> All my shit's free. Like it's free. Now, how did I sell all these books, right? Um, so I had these three books. They were one. I was like, okay, well, what if like what am I going to call it? And so I had this idea. I was like, wouldn't it be sick if I could demonstrate the ideas of the book with each book?

27:17And so that became the whole meta concept of like the offers book interest the question, what do you sell? Right? So for that 19-year-old, he's like, what do I do? It's like we got to figure out something to sell. Step one. So you read the purple book, which is the first book. And it has to be so good that It has to be an offer so good that people feel Oops. Uh, how to make an offer so good people feel stupid saying no. So it's like, how do you get the other guy in Tuscaloosa to give you his last dollar by making an amazing offer, right? And so I made that book and it basically like how do you create value? Like people talk about the word value. Like provide value. It's like, what the [ __ ] does that mean?

27:52How does that 19-year-old know what like what's value? Right? And so it's like, okay, well, what are the elements of value? So it's like you have speed, how quickly you can give someone something. You've got risk, how can you make sure that it's guaranteed in some way? And then, how can you make it easy? Like whatever it is. And then you have the dream outcome. So it's like they have the dream outcome. How do you make it faster? How do you make it easier? And how do you make it risk-free? And so to the degree to which that you can do each of those cuz it's not is it easy or is it not easy? It's how easy is it, right? It's not a binary, it's a continuum. And so for each of those things and basically in the book it outlines like here's how to make it faster for somebody. Here's here's how to provide, you know, scarcity guarantees, all these elements that make an offer. And so that did well and continues to sell like lots and lots of books.

28:35And so I called it $100 million offers because the idea was like, what if I at the end of this, my second book was, okay, now you have the thing to sell, who do you sell it to? Which is you got to go go get leads. And so the the blue book is all about advertising. Now, the blue book is like all the methods of advertising that are out there. So you've got you've got paid ads, you've got content, you've got warm outreach, and got cold outreach. There's only four things anyone can do let anybody else know about stuff.

29:02Now, once you do those four things, you can then reach out to other people who have audiences, affiliates. You can reach get your customers to do those four things on your behalf. You can get agencies to do that on your behalf or you can get your own employees to do that. So that gives you more leverage. And so there's basically four things you do to influence four other people and it's just a cycle of advertising. And so this book outlines that so that people are like, okay, I've got my thing. Here's how I advertise it. Great. But then the next question is like, all right, I got the thing. I'm letting people know about it.

29:29But how do I make money? And so then the third book was how to make money. I need that Can I have that one? Yeah, I do need to make four This is the this is the record breaker. Yeah, I need Oh, that one's specific. >> breaker. Yeah, and so the blue one I used all eight advertising methods to advertise the launch of the book. Oh, and it was the third part of essentially a series culminating to what is probably the most important part of all of it.

29:57>> Which is making Making money. >> Right. Woah. And so the second one we broke records at the launch. We had 100 and something thousand people who were live with us at the launch when I launched the book and I did this full stack just like the info guru would. Yeah. And everyone was like credit card out ready to buy this whatever I was going to sell and I gave it away for free. And so that came with a So did those free did those free copies count towards that number? No, no. So the first two books No, I gave like the course away for free. If they wanted to buy a hard copy, yeah Um So then the third book was monetization. So you have to So it was like okay, so first we had the offer the thing to sell then we had the people to sell to you know how to advertise and then you have to understand how to monetize. And so each one built on the third and so this book used all three books and I have like 15 monetization mechanisms that are inside the book of like how to do them and I used 12 of them in the launch of the book to demonstrate all of the ideas in the book and culminate with a $100 million launch which is what we did in 72 hours. I feel kind of kind of stupid. Yeah.

30:56>> I was thinking the same thing. >> pretty [ __ ] dumb right now. >> lost all that money at the casino. Well, you got prime so you're doing all right. That is true. And you got lunch later. >> That is true. >> Yeah. Yeah, but but but but I I I do a specific part >> Yeah, yeah. in like I I have a I have a role in that business that >> it. You're awesome man. I use your example all the time. I did see you running with the the book the the $100 million money model.

31:21Well, 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 marketer. This is my 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 in front but I I like to think about um what's going to captivate people or 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 in in the thing but I don't have the I don't have the not the the businessy knowledge like you do.

31:57Like 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. >> No, you're great at it. I think you have great taste which I would just define as pattern recognition. I just don't think that you can >> 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

32:25>> Yeah, it's a fee it's a feeling. >> And you're you're you're really analytical about it but you also have a a really solid um business sense. Is Is that Do you have a mentor or or or how do >> I mean I've every mentor under the sun. Um 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 beat 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.

33:01>> Who's are legit and who's aren't? Yeah, that's what I was going to ask you. 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 probably do a billion in personal income.

33:56Like next door here? Not here but like where I live. And just like just personal income. I was like that's chill. Like there's levels. Yeah, yeah. Like that's just his income. That wasn't an exit. He'll do it next year and 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? Are you ready to hold WWE history in the palm of your hand? Topps is bringing you closer to the action than ever before with WWE Topps Now highlighting the biggest matches and milestones from WWE shows and PLEs throughout the year.

34:29Topps Now is enhancing the fan experience by connecting collectors to the superstars and spectacles that ignite their passion. Featuring stunning event exclusive photography each card is made for the moment and for some lucky collectors that moment could become the pull of a lifetime. Along with serial number parallels some Topps Now releases offer a chance at rare short prints, superstar autographs and even pieces of the mat, gear or other items used during the featured match. So which moments will you collect? With each card only available for a limited time you won't want to wait to begin your Topps Now journey. Be sure to subscribe to the WWE Topps Now mailing list on topps.com and follow Topps on all social media platforms so you never miss a single moment. Back to the show. To wrap that whole thing we did 100 106 million dollars in sales in 72 hours and we sold it by I wrote over the two years from blue book to green book I wrote 17 books that I used as incentives to business owners to donate 200 books to other entrepreneurs who couldn't afford books.

35:36And so every entrepreneur who donated 200 books which is $6,000 they got a code that they could give to their audience that give their email list to everybody to distribute the books and then we would just redeem them centrally and ship them out to them. And so that's that was the whole play. And so we we also when I like realized like $100 million is what I wanted the whole thing to culminate in which worked out which was awesome. Um but the the thing that I thought was like cooler was that millions and millions people get books now and I don't know I think like I think there's something very visceral about holding a book. Like of course the book's the same as the other ones like the books are free. They're already on my podcast. The course that goes with this book is also free. It's on my site.

36:18Like you don't have to you don't have to opt in you can just watch it. Um but a lot of entrepreneurs had other people help them out directly or indirectly and I think like it's probably pretty big launch for like a quick creator from a monetization perspective. Um but I think that like I have been really deliberate about building a deeper audience of people who have money um and share my values. And so when the opportunity came to be like I want to give back people were like let's go. And so that's kind of how it worked. Wow. You were talking about like the sewage in the space. Yeah. And like it's obviously like anything related to conversion or affiliate or like courses and guru gurus right now are kind of like

36:59>> Rightfully so. Rightfully so. viral topic on TikTok and Instagram. Like there's that one guy that like he'll like take the clip of like Grant Cardone or something like that and he's like you know, you start with 32 units and the dude's like why don't we just start with 748 units and then you 10x that and now you've got 4 billion trillion units. How do you like Can we show you a video? He knows he probably knows who you are. >> he we we were talking about him in the car and we pulled up his page and you were actually the first person Can I show you There's a question that comes out of this by the way.

37:34It's this guy behind. You're only You should your day What if every day was a second? Did you think about that? Thousands of seconds in day not in thousands of days. Dude, I'm kicking your butt I'm manipulating time. All right, this guy Bogie. And all right, so look bro >> Okay. All right, there I am. What do I do? He's This is your This is your >> I said. The easiest way to make a million dollars is to buy something that's $10 million. Buy it for eight and you sell it to somebody else for 10. >> The easiest way to make a trillion dollars is to find something that's worth a hundred trillion, buy it for 99 trillion, and then sell it for a hundred trillion. Now you just made a trillion dollars.

38:12What do you want to say like Yeah. This is goes back to the Tuscaloosa example, right? >> Where like and and I guess you like chose your niche and niche and said like okay, I'm going to work directly with people who are already making money and help them scale, right? Which I get but it's like how do you >> And to that audience it is significantly easier to make money that way. Sure, right? But So when you when you do this more when you go from this niche world of delivering real palpable value to your clients, right?

38:43To trying to garner mass awareness on a on a place like TikTok or Instagram Reels, right? Where the stuff you're talking about is like dude, these people are Yo chat. Yo chat. Yo chat. Yo chat chat. What are we going to do today chat? You know what I'm saying? Like how do you how do you apply this stuff to them in a way that doesn't make them feel like you're another part of the sewage. Do you know what I'm saying? Like >> Yeah, I think it just comes So a couple things. So one is like all the books are written at fifth grade level or below.

39:11There's like Let me see this thing. Yeah, go for it. All right, here. All right. Take either. Let me see this thing. You can look inside but like there's pictures. There's like I try to put drawings for everything I can to just make it like how do we make this really simple for somebody? I can read this stuff. >> believe you wrote 17 books, dude. You just You just can't stop writing books. >> Even everything you do even with the 17 books is like No, I'm not going to write eight books.

39:37I'm going to write 17 books then I'm going to 10x that and I'm going to write 100. You know, like Well, you're a machine. You're a [ __ ] animal, dude. This is amazing. Do you ever not like work? Yeah, but I work a lot. Like it's it's funny cuz you know Andy Frisella, he's first one. So he sent me this clip this morning of Joe Rogan who was like he's like there's just psychopaths who will just like they just will work and they will work and they will work and they'll keep going and they'll keep going and they'll keep going and it's like and if you don't want to do that, that's fine. He's like they will beat you though.

40:06And at work? Yeah, at the at the game that they choose to be a psychopath at. And so like I think there's a lot of people who are optimizers. Well, many people do nothing, but then like there's another, you know, cohort of people who are just optimizers who get the most for the least which I think is a great goal. Get the most for the least. Yeah, yeah, they want to have as much leverage as possible and you're optimized. Great. But then there's a handful of people who are just maximizers which is that diminishing returns are still returns. And so the difference between the first place person in the Olympics and the second place is the tenth of a second. I was like but the difference between first and second in reality is a lot.

40:38And so for me it's like I want to win. And what for what? What's the like what's not like what's the goal? Like what's the end game? So Layla and I both we are actually like in a lot of ways we are products of like kind of the personal development space. Like I want to be the best version of me I possibly can be and I see entrepreneurship as one of the best vehicles for personal development because you get real time feedback. If you suck like you find out pretty quick. Like if you want to start making content and you're like oh wow, no one gives a [ __ ] And you're like I probably suck at this.

41:07You know, so like if the book sucks like no one buys it. That sucks, you know. I'm not good at marketing, whatever. And so I think it's just been really valuable and at each level of entrepreneurship like there's been, you know, different lessons that I've had to learn and some some things that I have to give up that I wasn't sure I was willing to give up when I started. Um but I think both of us just want to like when we sold the company and we were like we're done financially, right? Um we were like looking at the beach like full you know, good sleep you know, full stomach and it was like I want to make real business education accessible for everyone. And so that's been the mission of what I've been trying to do. And part of you know, being a business you know, quote educator if you will is like I have to I have to have proof. Like how do you how do you separate yourself from the swamp? It's like well, I'm worth a whole lot more than they are.

41:55I'm better at the game they claim to be good at and talk your [ __ ] And like I'm I back it up. And so And you have better hair though. No, but we do a lot of turkey like me. Yeah, you just have a flow. We do we do a lot of volume, man. Like it's just like I've been so rewarded for working more than people. And I think that as soon as I realized that I was like oh, I can just like do more than other people and if I do more I tend to win more and then I just got very addicted to that cycle. Let's uh let's talk about how. Okay. Cuz this fascinates me. Um I I I work hard, but I I also I'd notice like my energy is capped at a certain point.

42:38Um like dude I I need I would like at least seven hours ideally 10 of sleep. Dude, I haven't slept more than nine hours in probably multiple years. >> Yeah, dude. That's insane. >> That's so much. >> slept more than three hours in multiple sleep cycles. But like even like yeah, you invited us to a workout and they said 5:30 a.m. I said bro, 5:30 a.m. I can't I don't even know the last time I was up at that hour. It was besides like last night.

43:08The night before that the night before. But like how how do you have this energy? I guess that's the question. And by the way, let me let me add this with a little more context because I'm friends with Jimmy Mr. Beast. Um and I see and like He works a lot. Dude, it's all he does and he doesn't sleep that much and like I see Elon Musk has had has these tendencies. All he does is work. They're running on fumes. Donald Trump. All these people work so much so hard and I and I envy it cuz I notice man I have my I have a ceiling with my energy.

43:40Um I'll I'll give you a super tactical one and like a really ephemeral answer. So tactically for me like I I don't try to sacrifice sleep. So like I sleep as much as I possibly can which just for me ends up usually being like sixish. And that's like I'm good on six. >> Six hours? >> Yeah, I'm fine on six. >> go to bed at like 10? Yeah, wake up at 4:00 and like works fine. Like I I can do that forever. Like that's not that's >> Dude, that's insane to me. >> For like the weeks leading up to the launch I probably averaged five for like six weeks straight.

44:08What about like vices? Like Yeah, um Layla and I I'll drink on date night, you know, I'll do that. How much? What's your DOC? Drink of choice? Okay, I was like DOC. Um >> Well, unless you wanted to go into my world and it would be drug of choice, but of course Yeah, no, I'm a I'm a pure stimulant guy. I I mean I like tequilas. I was a hardcore like whiskey and bourbon guy for a while and then I just like kind of made my way into like the tequila and mezcal world and I that's where I'm at now. So how much will you drink when you go out on a date night? Um depends on like the week, but low side one or two like high side four five.

44:46Yeah, yeah. You ever get like Yeah, like once a year. Really? Like when I did that launch I got pretty I got pretty blessed. [Laughter] Okay, okay. Ever go to the casino? Not really. Not to gamble. I mean we walk through them all the time, but gambling no. So so any any like actual proper vice? Like you play Tetris on it on a chromatic for extended periods of time or like anything like that? >> Or is it or is just work your addiction? Like is that kind of like what you have to like try to almost like at times pull yourself away from it feels like you're sticking that that conversion needle in your arm a little bit too much and starting to get feel that feel that affiliate flowing through your You know what I'm saying?

45:28Look at this row ass, bro. You've never seen you've never seen return on ad spend like that before, have you? Look at my followers. Yeah, dude. I I I I like what I I like when people have vices cuz it makes me feel more healthy, you know? I'd say work is a vice. I would ask my team, but like I do work a lot. Any any gym equipment? Oh yeah, I do I mean I spend a lot of money on gym equipment. That's like my that's a that's like a vice for me.

45:54>> Do you own an elliptical? Uh I do for you and a bench, right? Yeah, how the hell did you know that? How did you know that? You can tell. What? No, that's That's not You don't start that [ __ ] Somebody [ __ ] told you. Was it you? Did you tell him about the elliptical? You did? Oh man. It's all he does. I love the elliptical. It's like it's great for your joints. That's right. It's low impact. Yes, that's my plan. That's my plan. I get a good sweat on the elliptical every day.

46:19It keeps my joints nice and safe. You know. It is a good machine. It's a good machine, dude. It's not bad you know, it's not hard on the the gravity for me. No, it's it's too close. It's too It's that's on your mustache, yeah. What was it? It was there the whole time? >> No, it's just a stray. >> Was it a booger? No, it Well, I don't know. What? Okay. Could have been anything. You've gotten bigger though. What do you mean some size? I did. I did. I joined WWE and um I realized two things. A it looks better. So I started to train for aesthetics.

46:53Um And and actually started lifting weights. Like when I trained boxing I I never touched any weights. Um and then two, I noticed that everything hurts way less when I have more muscle. Yeah. Like you're I think that's an asset. I think it was the like you keep going and then everything starts hurting again. Uh I think you're probably right. I think you're probably right, but like the WWE WWE [ __ ] hurts. Like it's it's I've heard this from everyone, yeah.

47:20Dude, being a professional wrestler I realized is like pretty much 80% about being able to navigate pain. Like it all hurts. >> Yeah. Um but it hurts less when you have more muscle. I I noticed especially on my back cuz you're always landing on your back. When I put when I started doing pull-ups and back exercises from top to bottom especially lower back everything hurt way less. Yeah. >> How much you weigh? I'm probably I'm probably 215, dude. 215, 220. What what about you? Same?

47:47>> 215, 220. Yeah, yeah, yeah. Yeah, what's your what is your workout routine like? So when I have my druthers, when I have it my way, I train I train as many days in a row as I can and I train full body. So I'll go Every day? Yeah. >> You train full body every day? It's my preferred way. >> Well, how long you in the gym for? Long. How long how long? Like two hours or more. Wow, so like I like like I my I was funny this morning I had some of our guys with me and I was like this is it. I was like this is the best part of my day. I was like my day is downhill from here.

48:23Like I love training. Like if I've got like four five guys and we're all training together like I mean it's why I got in the fitness industry. I was like I did so I did I was a white collar kind of consultant right out of college. So I did defense contracting so space cyber intelligence for the military right out of college which sounds fancier than it really was. It was mostly like interviewing experts and then making slide slide presentations. Um but I really didn't like that and then everybody I worked with was like dude, you're [ __ ] obsessed with fitness. Like just do something fitness related. Like people I worked with were like I'll chip in for you to start a gym cuz like you never stop talking about this stuff.

48:52And so that was ultimately why I decided to get into fitness. It was like it was like the place that I liked being the most which is like at the gym. And so then I ended up starting a gym and then the gym quickly became like a business and not like my happy place. And so then I was like well if um I'm going to do business I might as well do it well. And so then I opened up more and more locations and I had six sold those and then I started a licensing business. What's the what's the primary reason that you work out? I enjoy it. You you enjoy it. What what exactly do you like about it? How I feel when I train and after I train. How do you feel? Good.

49:21And after? Good. >> Not tired? No. If I'm tired I work out. That's like that's like me. I don't work >> Yeah, I feel like if I if I if I like haven't slept well, it's like the best reason to work out. Do you do cardio? No. Oh. So I I probably do high You do high-intensity things. Well, I just I just train I mean, like I'm out of breath. I just don't do cardio. So, like if I go I'll do some hamstring moves, some calf moves that I'll superset to warm my legs up, and then I'll do my big main like leg move. Um you guys will see the gym downstairs. It's sweet. It's like a It's like a boiler room. It's sick. Um

49:54>> Damn, I wish I knew about that yesterday when the Encore gym closed at 7:00 p.m. >> are whenever you guys are in Vegas, you're welcome like cuz the gym here is like It's sweet and no one will bother you. $1,500, $1,600 a night on [ __ ] weekend, you're going to close the gym at 7:00 p.m. >> Bro, I had an energy drink. >> I want to work out? I went to go work out. I did everything. Well, I want I go to push the button for spa, gym level. Ding, ding, ding. The elevator's not moving. So, I look at my phone, 7:00. What if I >> they don't even let you on the floor.

50:20>> even go to the floor. I couldn't even cuz dude, at one point I was like, "Okay, even if I got a chance to go look in the gym Yeah. that would make me feel better. Like just to look at it, just to look at the elliptical. Like, you know, "Hey, hey, buddy. I'll see you in a few hours." Couldn't even go to the level. Like dude, every other gym I looked up all the other gyms in the entire strip, they're all open 24 hours, dude. This is supposed to be one of the best casino resort casinos, and you got no freaking gym, 24-hour gym.

50:48What do they expect everyone to work out during those specific hours? It's like >> It is weird. You're making a good point. >> Get to dude, get your get your [ __ ] together. one upper body gym and You have You have upper body gym and a lower body gym? Wait, so the lower body the lower body gym is like I see you you probably use that a lot, but like some of the guys like leg leg leg day is a lot scarier for a lot of guys. Yeah, my sales team gets some I get I give them some [ __ ] Some of the guys do train. Most guys just skip leg day.

51:14Yeah, they do, but I came from a powerlifting background. So, like I like almost only trained legs, and then like upper body was a distraction, and then like I kind of had a similar transition of like, you know, what The most functional thing in the world is looking jacked. Um which I like stand by. Wait, wait, wait, wait, a lot So, think about this. So, like you probably see this on the the TikTok like move your sacrum 3° and like, you know, they do all this like kind of like nerdy nerdy fitness stuff. And they're like, "That's not even functional." I'm like, "Being jacked is functional." Period. Far more functional. They're like, "The You know, one time, what if a lion is like a lion won't be running after me." Period.

51:45>> you know? How do I know? >> Yeah. Well, I think it's more likely It's more likely that I'll be on camera than a lion chases me. And so, for me it's like I'd rather have higher ROI on the things I have the greatest exposure to. >> Yeah. Let me Let me Let me pick your brain on that for 1 second. Okay. Obviously yes, working out you look great, you feel great, all the things. When I started training boxing Yeah. uh I realized, "Oh, I'm I'm getting my fitness in, but I'm also learning a really practical skill in being able to defend myself or protect people I love."

52:18And I liked the idea that I was now gaining a really utilitarian skill. And I was getting my fitness in, which like that's that's part of the reason why I didn't like uh always lift weights because I I I felt like I was getting it in with with boxing. Like you wouldn't You wouldn't train um a skill set like that to to to actually like be able to like [ __ ] someone up. No. What are you trying to say, man? You don't think you could [ __ ] someone up? I guess what I'm saying is is I learned Well, I Well, I learned No, I think you I mean, I don't [ __ ] know.

52:50I mean, I don't know, bro. I Honestly, like bodybuilders, bro, like they >> way to find out, baby. I don't know, bro. All of them in Vegas. Bro, the bodybuilder community is going to hate me, but like muscles muscles don't always win fights. >> Well, for sure they don't always win fights. I was a wrestler in high school. Like Oh, you could you could [ __ ] someone up. If you're If you're If you're equal in skill, the guy who has more muscle will win. And if you're not equal in skill, it depends on how much the skill deficiency is. And sometimes the guy with more skill will win, but it doesn't take that much more skill to beat somebody who's a little stronger than you.

53:20>> look at everything like like that? Yeah, probably. Dude, everything that you like discuss, dude, like you just like, "Well, if you take the skill deficiency and You know what I'm saying?" Like Like do you ever just like, I don't know, doomscroll? Yeah, we have a pillow that says, "Fuck [ __ ] get money." I did I saw that. Yeah, yeah, yeah, yeah, yeah. I saw that, but like how do I know who brought that? It could have been one of the production guys, dude. >> No, that was That was hardcore Layla.

53:44Yeah, but I'm just saying like do like Do I do dumb things? Yeah, Layla and I watched TV last night. Do you ever just Do you ever just like, I don't know, like whack off? You know what I'm saying? I know. I just looked around the room. I'm just trying to get a vibe for Or are you just like, "Dude, like the opportunity cost of doing this No, [ __ ] No, like I I said I train for like two two and a half hours. Like that's not efficient. I do that cuz I like it. You know what I mean? That is true, dude. That's a lot of time. It's way too much.

54:10If I was trying to be efficient, I'd be 45, maybe 60, and I'd be in and out. >> But you can But you can multitask a little bit in the gym. I still multitask. >> only thinking about I had this realization that I was like, "Okay, uh cuz I started getting busier and busier, my work I started getting compressed, and I was like I started not looking at looking forward to working out. And I was like, "What Why Like I like working out. Why don't I like this?" And so, I realized that I like working out when I have one very important thing, which is that I have no deadline.

54:36I want to work out as long as I [ __ ] want to work out. If I want to work out less, I'll work out less. If I want to work out more, I don't want to be rushed through my workout. Like that's number one. Number two is I'd like to have other people with me. You like to work out with other people. >> 100%. I love having partners. >> It's such a better vibe. Oh, like I train harder, it's more fun. We can [ __ ] between sets. Like I I'm at absolute peak happiest there. It strangely like keeps you more focused, too, because like when I'm by myself, I can get distracted. Like you'll get you'll finish a set, you just find yourself sitting on the bench, maybe your phone comes out. When there's somebody else getting right on the bench after you, and then you finish three sets, and they move on to the thing before you even think of it. It's I agree with that 100%. It's accountability, and they push you, and they spot you, and

55:17>> Yeah. And you guys met You get You met my head of EP. He and I train together every morning cuz she's up cuz he picks me up. And so, like we just You guys You guys carpool? Yeah. Why Vegas? Taxes. Good question. Yeah, that's a big one. Yeah, I mean, so I told Layla we were in Texas. And we were in Austin, and I was like not the biggest fan of Austin. It's super political and like I just like I'm Green Party if Green Party is capitalism party. Like I'm that party.

55:44So, you just don't really give a [ __ ] about anything else. I I have like I have very middle-of-the-path, you know, like beliefs. Uh like very common social, you know, like socially do whatever the [ __ ] you want. You know, capitalism-wise, like leave me alone. >> Libertarian. Yeah, by and large. It's kind of how I am, too. People call me a fence-sitter. Do you ever been called a fence-sitter? >> Never once. To be honest, I never have been. Um but >> Well, people probably never asked you like supercharged questions.

56:10>> No, I just like I just don't I like, you know, obviously there's there was a decision for us of like media-wise like do we want to get into politics? And I was like, "No, man. I want to talk business." And only thing that I'll ever do is like if if something affects business, I'll mention it, but it's more like, "Here's how you can capitalize on this." Like, "Oh, like big beautiful building where there's like, you know, new elements for real estate that are depreciation for for real estate professionals." It's actually really interesting. It's like, "Okay, so how can you use this as a business owner to like offset your to your income?" Like, "Okay, that's that's cool." Um but like the other side of politics Like most of my politics is tax is tax-related. Yeah, and and and when you're when you're capitalism-focused and like personal business growth-focused, then there's really only one option out of the two.

56:51Especially if you have a successful business, you know. >> Yeah. It's hot here. It is hot here. It's dry, though, which is better than wet and hot, which is Texas. Texas heat is way tougher than this. Georgia heat I had all that all that stuff. Super tough. Like this is super Like this is fine. And it's It's like 100 days of the year, and then the other whatever 200 and something are like great. I can't believe you didn't like Austin, man. It's Again, it was like so It was super political, and it was like super blue and super red, and there's always all this conflict and stuff. Also, the weather is tough I think it's way worse than than Vegas. And so, Layla and I the year that we sold, we we took one-way tickets just from place to place to place for the whole year. Um which was awesome. It was like, "Let's stay in Denver." But like we just like stayed in Denver until we're like, "I'm good on Denver. Let's go Salt Lake City." And then we like went there, and then

57:33>> Cleveland? No, I didn't do Cleveland. The The hard streets of Cleveland. No, then we went to Vegas, and we stayed here for like two or three weeks, and then I was like, "I don't feel I was like, I like it here." And so, we had all our stuff in Texas, and I just like, "Let's just leave it. Whatever. Let's just rent a condo here on the Strip." And so, that's what we did. And then um it's been four or five years. I guess how do you not get sucked into the Vegas lifestyle?

57:59Cuz man, I like I Like I have withdrawn 10K every day for the past, well, 4 days now. >> Yeah. And it's all gone. I think I think entrepreneurs are super gambly, right? I think we gamble a lot. I just gamble in different ways. I just want to have like house odds. I want to have house odds. Mhm. You know, so it's like if we put the launch on, we spent probably, I don't know, 10, 15 million dollars before even the launch even started, probably more. I don't know. How? Um ads, the books themselves. Like there's

58:27>> Dude, can I ask cuz I'm I'm looking at this at this book back there, and even these ones, it has such simplicity in how it looks. Was that an intentional >> 100%. I wanted it to be accessible for like kids. So interesting. You don't like really see that type of simplicity these days. I feel like everything is just trying to be as loud as possible. I think the reason that my content has been has done disproportionately well is because I speak at a fifth grade level when it comes to business. Um I'm talking to you guys, but like I'm talking like the generic business stuff. I'm like, "We got to make it faster. We have to make it easier for writing copy. More good stuff, less bad stuff, right?" And so, like how do we make the time go from them buying to them getting shorter?

59:09Right? And so, I'll talk more in that way. Um and that's like time to learn. But um I think the the content did did done disproportionately well because of that, and secondarily because um I define terms. As simple as that is. Like people use words that other people don't understand, and as soon as they hear word they don't understand, they don't understand the rest of what you're saying. And so, defining terms that most people have that are amorphous. So, it's like we said value earlier. It's like, what the [ __ ] is value? Right? And so it's actually breaking things down into things that you can observe. And so like all of my content is always focused on the observable reality. And so that makes a lot of things easier. So to your point about like, man, I feel like it's like this feeling of like totally.

59:46What like how do you have this feeling? It's like, well, you have seen stuff that had good things happen and you see I saw stuff that had bad things happen. And over time that cycle of this thing good, this thing bad start to get imprinted and then you're like, okay, now I can just recognize patterns easier. Different words, but fundamentally it's like, how do I get how do I get good at brand? It's like, well, you study stuff that did well, study stuff that didn't do well, and do more of the stuff that does well for related to whatever your industry is.

1:00:10>> But you also live a little bit in the meta world because I have here in my PDF that you like philosophy. Who's your favorite philosopher? Um It's a good one. Don't say some crazy [ __ ] dude. Like like some If you say something I don't know, I'm No, no, no. Is it like what you probably going to to be honest. No, no, no, um I'll give you my favorite philosopher like like my favorite answer philosophical answer which is kind of dark, but I like really like it. Um it's like, what's the meaning of life? Um and it's like the reason you don't kill yourself is the meaning of your life.

1:00:48And I thought that was like actually really profound. It's like so what like someone say, I don't know what the meaning of my life is. You just say like, well, why don't you kill yourself? Sounds dark, but it's super aggressive, but it like cuts to the absolute point of like, okay, why I mean my mom, my family, it's like great. That's the meaning of your life. And the thing is is that that can change. That's that actually was really substantial. Like what's the first thing that pops in your mind when you ask somebody that question? That's actually incredible. And I think people just haven't recognized it. I think being okay with like maybe the meaning of my life is this thing. And the thing is that that that the answer to that question can also change. It doesn't mean that the meaning of life has to be this one thing for for the entirety of your life. It can change.

1:01:25>> what do you do with that intel? What you you can then build around it, you think? >> Yeah. Yeah, because I take the position that meaning is entirely self-generated. Like we we create meaning. We decide that these things are meaningful. Um and so because of that you can create and destroy meaning as you see fit. So once again, that's very like useful and logical info, but like what about when you get a little bit more like, you know, like let's have a conversation about René Descartes for a second. Let's talk about some like or let's talk about some like dualism. Like dude, do you think that a super civilization somewhere else in potentially a different paradigm Yeah.

1:02:02is controlling our actions on a daily basis? >> I have no idea. Is it just tell tell me if you think it's I think it's possible. But so I think like so my razor for everything is what does it change about my behavior? And so like to the like are we in a simulation or are we not a simulation? I put like zero effort towards that because it changes nothing about what I do. Wow. It's it's really it's a great way to think about things like that. Control what you can control.

1:02:29Yeah. I just get so curious. Yeah. Like I want to know what the UAPs are, dude. Come on, man. >> a UAP? Unidentified aerial phenomena. Oh, phenomenon. Okay. >> Maybe even a USP. Or or or or unidentified anomalous phenomena now because they're underwater, too, bro. They're underwater. >> USPs. >> USO, unidentified submerged objects. zero curiosity. No, come on. Yeah. No, towards that. Like it's just just that changes nothing. I mean like if they find out there's aliens, I'll be like, well, this now changes how I behave and now I'm interested. But like until then, I'm like Do you live in a bubble?

1:03:00Probably. Sick bubble you got here, bro. Thank you. I appreciate it. It's a dope bubble. Yeah. No, the three most important questions that I think about for any like really hard hard thing that comes up is logic, evidence, utility, which is like um what does that mean? How do you know that? And why should I care? And so >> Logic, evidence, utility. Yeah. What does it mean? How do I know that? Why do I care? Someone's like, I'm really stressed out. I'm like, what does stressed out mean to you? And then they're like, well, well, well, they get like people get all these bubbles of like, oh, this emotion. It's like, what does stressed out mean to you? Does it mean that you got a text or some somebody trolled you and it's like and that's creating some reaction. Okay, got it. So that's what stressed out means is someone says bad stuff. Got it.

1:03:38Okay. Um how do you know it was bad? How do you know it was about you? Do you know like, okay, what does it affect? Okay, got it. And then why does it matter? Does it affect you in some way? Are you losing business as a result? Can you not get a date because of that? Well, it hasn't really changed anything. Great. So logically, sure, this this stressed you out. Uh like you know it because you've seen it cuz you can show the thing. Did it change anything about the way I live? No. So I don't really care. >> With with the that last part being the most important part of it.

1:04:05>> Yeah. Like it's dude, like so many people getting hung up on so many things that do not affect it. You have you truly have streamlined your reality to only include the things that are ultimately necessary to the to the success of that reality, which is really incredible. It's really incredible. And for someone who lives, by the way, on the exact opposite [ __ ] brother.

1:04:29On the exact Dude, I know every single thing that every single person who has ever lived in the history of this world is doing right now. I know where they're going to be tonight. I know what party is at every casino tonight. I know every piece of useless [ __ ] that could ever exist except for like my purpose. Like Do you know what I'm saying? Like even that like like Do you know what I'm saying? Me and you are like kind of polar opposites in a lot of ways. But I'm but I'm inspired today. I really am, dude.

1:05:00I really I really am inspired today. >> you what are you inspired to do? >> To to to to streamline certainly and to and and even just some of the tactics because I can still be that And by the way, I should say this. All jokes aside, I do find a lot of I do love that for myself in a lot of ways. It created I've just created a very adaptable, versatile human that, you know, does a lot of room work and and can do a lot of things, but I do need I need this damn book, bro.

1:05:28I think that's what it is. I think I need to figure out a little bit more ways to apply cuz I've got the funnel. I know how to fill the funnel. Michael, can you give me my phone real quick? Did Oh, is this this sounds fun. >> Can you grab it? >> This sounds fun. Yeah. >> Is this an exercise? >> Yeah. I think you'll like it. Hell yeah, dude. Yeah. Okay. While he gets your phone, can I ask you because uh you logic, evidence, utility, breaking that down, making it make sense, why why should you care, how much how much mental energy do I allocate for said problem if there is one. I want to ask you cuz you seem like you're probably pretty good at um relieving stress or even deciding whether or not it's something to stress out about. Yeah.

1:06:05What is the last great challenge that you've had? Launching the book and doing a hundred million in a weekend. That was like I was like that took me time to plan. Um >> you just know the answers to everything, bro? Well, that was a big challenge. I mean Sorry, sorry, sorry, sorry. It just happened. Sorry. Let me let me Yeah, that's true. Let let me let me be a little more specific. I guess like Sorry. All right. What is the last What is the last biggest problem you faced?

1:06:31Not necessarily challenge. The book the book makes sense. I'm wondering like when you hit a I'm wondering if you've hit a big road bump recently or like there were there was an obstacle and you had to like Yeah, deal with it. Yeah, yeah. >> things. So um Leila had some serious health issues throughout the year, still working through them. Um that sucked. Cuz, you know, we have the the whole business. A lot of people rely on her and she like was like, I I can't like like I need you to just not do that. And she's both my business partner and my wife. And so kind of like effects on both sides.

1:07:02Um that was tough. And I think there's sometimes it's like in my head I call them like kick in the nuts problems. Like there's some problems that like you just have to take. Like there's no like what do I do about this? How does this change my life? It's like nothing. You have to suffer. That's all. Like you just have to suffer and suffer well. That's it. Um And so like I'll give you the the simplest example. So like imagine you're you have a newborn, right? So imagine your kid What's your your best Pokémon like the most valuable Pokémon card you have? I have a PSA 10 Pikachu Illustrator. Okay, that.

1:07:32Let's say all of a sudden like somehow gets into your store and then like tears it up and is like 2 years old and just looks at you and you find it. >> No, no, that kid's getting sold. That kid's gone, dude. But there's like it's one of those like what do you like they don't they're not old enough to understand. No, she would have just owed me 5.2 million. Right. Yeah, facts. >> And and it it it it it's appreciated since I mean we're looking at like a seven to ten million dollar debt. She doesn't have to pay me now, but obviously like I would She's going to accrue interest and work it out. Yeah.

1:07:58It's something like that's a problem that like you just kick in the teeth in the nuts. There's just there's that's it. Like it's just a kick in the nuts problem. And so I think like there's the ones that are like those are just life overhead. It's just it's a fact. It's like to the to degree like criticism, which I know you've you both have tons of experience with, right? It's like if you do nothing at all, you'll get criticized. If you do anything at all, you'll get criticized. 100%. So criticism becomes a fixed cost of living.

1:08:25Dude, uh I love what you said. It's life overhead. Yeah. The only people who don't have that are dead. I have a I have a I have an education fund Okay. where it's it's all the money that uh I've like blown or lost learning Okay. and and I like will just I just chalk it up to the education fund. >> Oh, I call it ignorance tax. Ignorance tax. Same thing. Yeah, yeah, we're all paying down ignorance tax every day. And so so like for me like buying education and things like that that I did, I just saw it was like, I'm paying down this debt. And I had this um and the troll council love this story of mine, but like it's still what it is.

1:09:03Um so I saw this guy present on stage and he was trying to close the room and he he asked one lady at the front and he said, um and he wrote a million dollars on the whiteboard. And he said, how much do you make, ma'am? And she said, fifty thousand dollars a year. And so he wrote fifty thousand dollars underneath. And then he subtracted fifty thousand dollars from a million and said, um actually I think that guy has made a troll video of of this example. And he says, you not knowing how to make a million dollars a year is costing you nine hundred fifty thousand dollars a year every year that you don't know how to make a million dollars.

1:09:30And so it's like it's I mean fundamentally it's just opportunity cost. Like yeah, that's all it is, right? I mean. And so of course it's like, "Well, every year you don't make a trillion dollars and so but the reality is like, yes, it is costing all of us a trillion dollars every year we don't know how to become Elon Musk." Yeah, kind of. Like and it's true when you add more zeros. And so but like I've always had that frame so it's like I just want to pay down that tax as fast I possibly can. And so I'll pay to get in whatever room I can anytime I can learn anything from anyone. Like Like just even just even seeing you guys today is like I wanted to like see how you guys are cuz you guys are [ __ ] awesome at media. You guys crush it. And I was like this is like it's awesome learning experience. Like us like also being able to see the team beforehand I'm like, okay, what's the team look like? Like what's their dynamic?

1:10:12All this stuff is super valuable. So anyways. >> Why'd you get your phone? Yeah. So I wanted I thought you might I thought you might find this interesting cuz you brought up the philosophy thing. So um So first off this might be helpful in general for the audience cuz you're like, okay, what is this 19-year-old do, right? And so first off it's like how do we define learning? So like everyone's like, "Go learn shit." It's like what does that mean, right? And so learning is just same condition new behavior. That's all it is. So you are in the same conditions you are but you change the way you act.

1:10:40If you do that you've learned. So phone rings and you answer the phone and you say XYZ, you hang up and I say, "Hey, read the script next time." Phone rings, you read the script, new same condition new behavior. So you've learned, right? So that's learning. If we say that as like baseline. And then from there it's like, okay, then what is intelligence? So this would be rate of learning. So if some guy takes five phone calls, one person takes two, the person with five is not as intelligent as the person with two, right? And so then that means to a degree we can actually control quote how intelligent we are because if you change your behavior faster, you are more intelligent by definition.

1:11:13And so it's like, okay, so people are like, "Oh, what's my IQ?" It's like I don't care. How quickly can you change your behavior, right? And so to this end like cuz you're like I need these books. So the A book that I will get around to writing is because each of those is just defining terms. What I just did, right? It's like I just just defined a term. And so I mean shoot you can like like what is I mean shoot I have so many words in here. It's like resilience. We're talking about like this kind of thematic for us. It's like, okay, resilience is the interval of time an actual bad thing affects you.

1:11:42That's it. So >> Can I can I can I can I do one? I've I've I've I've defined a term that I I I'm pretty proud of this. >> Yeah, yeah. Tell me. Discipline. What is what is discipline? I wonder if I even have this in here. I might have it in here. Here's here's what I thought because bro, I mean let's be honest. Yeah. There's one [ __ ] key to key to life. My opinion. Discipline. I'm [ __ ] I mean discipline's discipline's everything, guys. Discipline's everything. It's also really hard.

1:12:09>> Yeah. But when I looked at it like this kind of changed how I thought about it. Discipline Yeah. is action Okay. >> or lack thereof. You either do something or you don't do something. You have discipline. Oh, so you're like you do you do like you don't do something you shouldn't do or you do something you want to do. Oh, I don't like it, dude. Tell me why. I'll tell you why.

1:12:34When I think about the term discipline, it at its at its bare definition it feels like something that it has pattern involved. I'll tell you why. >> Meaning doing something over a course of time every >> Yes. >> action. >> But but but the way you describe it and that it seems like a a one time a single >> Consistent action or lack thereof. >> Yes, okay. That changes the entire No, but that that word's important. That word's important. But now I think you have a thing there.

1:13:04>> Oh, what do you So I would probably cuz you think I was like how would I define this? So I tried to think about like everything that you can observe, right? So it'd be like for me discipline would be the number of times you can do a punishing behavior without receiving reward. And so it's like how many cuz and I'll explain why cuz like to me so let's say do you need a lot of discipline to have sex? Hell no. Right. It's an action though.

1:13:30So so if I if I have a definition the idea is like can I break the definition? If I can break the definition then it can't it can't be that cuz then it means yeah. >> okay. So wait, what did you say? >> And so so if I and to the I'll give you what a different example I had cuz I was in the gym space, right? And so I had all these trainers who would like lecture people on how they weren't disciplined. But I was like, "Y'all aren't disciplined." And they were like, "What do you mean? I wake up at 5:00 a.m. every day and I go to the gym." I was like, "Cuz you [ __ ] like it. That's not discipline." It's about doing the things you don't like to do for an extended period of time without getting reward. So the more disciplined you are is how many how many times can you do a punishing event without receiving reward in a row? And then discipline then becomes not are you disciplined or not disciplined but how disciplined are you? Okay. So so like for someone who's got to have the discipline to like not pick up a drink for example, is the punishing behavior the lack of reward in that instance?

1:14:18>> The lack of reward the reward being getting drunk. >> Yeah, or get yeah, exactly. I see. Yeah. So cuz it makes So this is where you language matters but it's like a punishing thing could be something like, "Ow, that hurts." Or something good that I don't get. >> Yeah. >> Right? Less good stuff, more bad stuff. >> Yeah. All right, so I'll just use that for my book. Even like even even also can be with one more like little twist to it without an immediate reward. Because because think about it for a second like this. If you have the discipline to eat clean for an extended period of time, you won't see the actual reward of it for a certain for that period of time.

1:14:54Does that make sense? >> Can you be disciplined without getting a reward ever? Breaking the definition, right? So you said like What but what exists in that vein though? Well, how many times do people do things? Like again I'd say like how many times can you do a punishing thing and then that would just be the end of it because if you could just keep doing a punishing thing forever then you'd be the most disciplined person, period. Do we need a reward in order to have discipline? I guess I guess my question is what could you do that's punishing for a long period of time that doesn't have some sort of positive end result or reward? I think people live it every day.

1:15:28Uh >> People do things every day that they don't want to do. >> working a 9-5. I mean I mean what what would it be though? Cuz like every single thing has some sort of reward to it whether it's a paycheck or a 401k or you go to church with the understanding that you're >> No, that's great. Why would you do something that has no reward? I think it's what you're saying. Yeah. Or even or even more so like what could >> And I think the answer I think you're right that people don't do things that don't have a reward that they don't like to do. But I think that discipline itself you could hypothetically do something that has no reward and I would still find that person as disciplined. I would be like I don't think there's a good point to that. Yeah. I'd say like the guy's got discipline. I wouldn't do it but he seems to think it's a good thing.

1:16:04>> you hit your if you hit yourself in the knee with a hammer every day. Yeah. Every single day that you woke up. Well, the guy's disciplined. Wow, dude. He This dude's really on something here. >> Think about how silly this is but like even when you were a kid like you got disciplined. Yeah. Like I probably should have been disciplined a little bit more. But honest, I thought I was disciplined enough but uh But what we talk about now is like when people are like, "Oh, Alex likes philosophy." It's it's like kind of loose. It's more like I just prefer to define terms. Like what are we talking about? And so this is where like to the degree like, you know, you all get hate clips, I get hate clips, whatever. It's like, well, it's because we don't agree on a definition. And so they'll say, "Well, he I define this word this way." And so in this definition his word means bad things.

1:16:49>> How would you define >> Timbuktu? Timbuktu. >> Yeah, the guy in Tim Tim Tim Timbuktu. Uh how would you describe immature grow up 40 unk settle down start a family? Wait, sorry. What did you >> Exactly, I know. What I'm saying is this. How would you describe define uh like like like like d- ageism? Do you need to grow up in life?

1:17:15So my my honest response would be like what is growing up mean? I'm been getting a lot of mean people lately. >> Settle down start a family. >> Unk 40 grow up start a family. L L. >> Grow up unk Settle down start a family. >> So I take all criticisms from this might be helpful cuz it's helped me a lot which is like he lives his life in a way that I would not prefer. All criticism just comes down to that. Yeah. >> He lives his life in a way that I would not prefer. And I'm like, great, then live your life in the way that you prefer.

1:17:43>> So live and let live. Why is that so that live and let live is one of the like most known things to ever exist and the internet has made it completely unacceptable as the It just it it's such a weird thing to me. Like when I see somebody you know, when I Well, we almost got into politics there. I was going to use an example that I'll just skip for today cuz I was going to say a dude in a dress but >> Yeah.

1:18:09We'll just skip it. But when I see somebody doing something that I wouldn't do >> Yeah. I'm just like, dude, go for it. You know what I'm saying? Like but people see me and I I still go out and I'm in the mix and I'm on the scene and I haven't you know, at 30 had the kids at 30 you know, like 28 had the wife, 30 the kids Yeah. 35 the business is supposed to sell, white picket fence, golden retriever, first divorce, second wife 40 Like I'm not following the [ __ ] pattern and to the TikTok kids

1:18:38>> Yeah. And it's become like a joke now. We talk about it on on a lot of shows. To the TikTok kids, they don't get that. They don't understand why this pattern because you know what? They've probably never done heroin. Okay, to be completely honest with you. That will really sidetrack things, okay, a little bit. Do you understand what I'm saying? Do you feel Do you feel like you live an exceptional life? Dude, I live a [ __ ] odd life. I live an adventure that like truthfully and I really really mean this very very few people on this planet could ever [ __ ] relate to. And so to me I like I would say that you live an exceptional life if we use exceptional as like yeah.

1:19:13And so like then it would make sense that you would be an exception. This guy's on. Dude. This guy's on. >> Dude, you got tiger blood, man. >> Yeah, you Yeah, you do. Yeah. Thanks for also letting us host Charlie Sheen next. Oh, yeah. You know, so like I have like 80 or more of these definitions of like I'm not going to get into them, but like >> Dude, they're [ __ ] awesome. Dude, you're always just thinking No, no, no, this is this is sick. >> Is this a notes app or what where are you tracking it? >> just like my document of just all these terms that I've like to find over time.

1:19:39>> sheet. Yeah, just a Google sheet. Can I tell you from a something in our world which we call viewer retention? Yeah. I wish we started with this instead of how to convert a cycle of a funnel. >> the cut the front half, dude. Just cut the the front half. I don't give a [ __ ] Cut the front half. We'll cut the front No, no, let's just replace the front. Yo, let's do the first ever juxtapose. Let's just take the front half. So like So like right now is going to be the intro to the episode. >> no, no, no, no. Dude, we're living an exceptional life here, you know?

1:20:05No, but like I mean, obviously this is much wider, you know, wider stuff and we could have started there, but I actually So when you guys came in, I was like I figured and I probably should have just like asked, but I figured that because you guys come from the creator world, a creator, which I don't even really consider myself to be one, but like I technically make content, um doing 100 million plus in in, you know, 72 hours. I haven't heard of anyone doing anything close to that and I figured that would have been the thing that you guys were like most interested in. So I was like maybe they want to talk about this a lot, but like I guess your guys like they don't [ __ ] care. No, no, we care. We do care. I mean, bro, that's [ __ ] insane, by the way. That's That's insane and you're right, no one's done that except us with Prime, but other than

1:20:41>> did you I was like did you have the first the first day or two? The first what? In the first couple days when you launched it? No. Okay. >> No, no, no. >> I was like I was like that would have been [ __ ] crazy. No, I'm joking. No, no, no, that's The volume in that amount of time has never been done before. Um and you're you're going to beat it too, I bet. Like you're going to beat it. You just got to make another series. This roll out is really strategic. Thanks. >> And using the practices in the book to then market the final book, bro, it's [ __ ] brilliant. >> the people buy the books, read the books, use the books, then come to our investment firm.

1:21:10>> dude's coming for this episode, for sure. >> And the uh He's like, "So what you're going to do is you're going to write the books and in the books there's going to be books and you're going to use the books to market the books and then if you write enough books, the books will start to market their own books and then you're not going to be trying to make 100 million, you're going to be trying to make 100 trillion million billion and then you get 36 units dropped into a diversified fund. Dude, that guy's great. >> Dude, why only 100 million dollars? You couldn't do it better.

1:21:36Why so why so lame? No, no, but that is that is a valid question. When I watch his vi- his videos, I am like, "Oh, if we're just picking numbers, like why not? Like let's let's hit a trillion, though." Yeah, but it is good that you actually hit the number. That definitely helped. That definitely helped. Yeah. like, "Dude, thank god, bro." Yeah. Oh, I mean, yeah. I mean, you go into it and like you're like, "I [ __ ] hope like I try to have as much insurance as we could." I wanted to be Prince Harry. Actually, no royal family, don't come after me, but um what what really pissed me off was that when I looked at the non-fiction book records, none of the top 10 were politicians.

1:22:07And I was like "Well, that's fucked." I was like all of them have this media that was tax dollar driven and then they get their payday afterwards. Um and I was like, "Well, that feels weird." And so I was like I felt like I was like one of us should have that record just like the people who pay the taxes, the people who like, you know, do all that do it, man. Do it. We're in the game. And so that was that was like the the catalyst behind me being like, "You know what? Let's break this [ __ ] record." I wonder if I wonder if your audience is going to [ __ ] with us in this episode.

1:22:34Yeah, sometimes sometimes we have sometimes we have guests on who have a really devoted audience that like like we were talking like we might get your audience we feel like might might clown us. Wait, what? I have business owners. Like I I have like legitimate people who have employees and families like >> to be like these dudes are [ __ ] dope. >> Yeah, but no, but no, but no. Do you remember when we when we went we did Brian Johnson? We had dinner at his house. Remember we had the dinner?

1:23:04>> sweetheart. He's like the nicest guy. He's awesome. I I I thoroughly enjoyed my time with him. I think he's fantastic. Um but we did we had dinner with him. He invited us to dinner. He asked us the questions he asked. And you know, we just I there was provided pushback, asked questions. I thought it was I thought it was a really productive dinner. Man, his audience ate us alive in the comments. Ate ate me alive in the comments. Yeah, it was I found it like I found it like kind of kind of odd like a like I want to live long, too, and like be healthy and do all that stuff, but I was just providing like what seemed to be like

1:23:34>> you also like dabbed so many times, bro. Dabbed? Dab. Dabbed. What's the what what's the Is that this thing? Yeah, like you've dude, you've Like you can't go Like bro, you can't go to like a science thing after you did that so many times, bro. >> know. You know what's crazy? So last night when we were out Marshmallow was DJing. I know. I remember that. That song alone Yeah. That was my dab song and I I almost started to

1:23:59>> did. No, I'm telling you you did. You started doing it. So I can understand the audience. Like what is what does he know about longevity? You know I mean No, my people are cool. >> dabs, bro. We have like we have like an anti-troll audience. Like my audience is just they're they're business owners. They're business owners or the people who want to get into business, but either way if they follow my stuff, then they know it's like I'm so anti-victim everything. Like like if you if you are a [ __ ] in any or whatever, I don't know. If you're if you're if you are No, you can say it on our show. [ __ ] say it.

1:24:29>> Yeah, if you're a pusillanimous, right? Uh in any way, like you will not like my stuff. Yeah. And so like one of the other pieces that I like I think about a lot, which is like if if criticism is fixed or hatred is fixed, I think the quality of like the quality of your hater. Right? Like This No, stop. This is the most important part. No, this is the most important part ever because him and I him and I differ a lot cuz we're from different generations. >> Yeah, and I have some high-quality haters.

1:24:59But I've always said to him he I remember from the very [ __ ] beginning he he always was big on crowdsourcing feedback. And for me, I only want to hear feedback from specific generals and my council. I I I truly do not give a single [ __ ] what the what the little kid on Tik Tok has to say. Even if it gets 27,000 likes. I don't care cuz it's just 27,000 more of him. You know what I'm saying?

1:25:26So it's like when they put L on you know what I'm saying? Or like or like something of that nature and it gets a bunch likes, I'm like, "Okay, what does this dude who made 1.2 billion dollars in actual liquid cash think about the situation?" You know what I'm saying? Last year, right? And I'll go to you know and ask him his opinion on it. And it differs very greatly from L on grow up, start a family, settle down.

1:25:51So I I'm a big council and general guy. I want to talk to my advisers. I want to know what they think and then I go with that data and I What's the quality of your hater? Yeah. I love that. That's sick. Like if you have if you have absolutely like trash haters, then you're like, "Okay, I'm doing great." But but also I think it would make sense if they hate me. Like I would like I empathize with the fact that I would find me offensive if I shared your worldview. Yeah.

1:26:13>> But that's also a sell That's also a inverse or or self-canceling situation because there's no such thing as a successful hater. They don't exist. As soon as you get in the game and you actually That's not true. take some action. But they're they're rare. >> are. You're right. There are there are some people who take They're rare. Once you start once you start making money, bro, and you start doing cool stuff, like dude, you're not looking at people like Oh, yeah. Do you know what I'm saying? Like the majority of people that hate hate because they're projecting their own insecurities.

1:26:40And once you get some credibility, some money, some Yeah, you just stop caring as much. Cuz you're in Yeah. Except you have some a couple of high-quality haters, apparently. I do, for sure. I mean, bro, I'm a I'm a Say their names, punk. Say their names, unk. I'm a I'm a whatever like how would I say this? Like um Logan Paul hate really sells. Yeah. It really sells and a few people have chosen to dip into that never-ending well.

1:27:11>> Yeah, 100%. Yeah. [Laughter] Well, what? You're six six two six three? Six six two. Right. Yeah, blonde hair, blue eyes, jacked. Dreamy. Married to married to a hot hot girl. You know, you've got a a billion dollar plus, you know, company. >> My daughter's really cute, too, dude. That's Like she's just so Okay, I was like I was like she's super young, right? I was like what are we talking about?

1:27:37And and by the way, I feel like I feel like that kind of upset people, too. Like I think the one thing they maybe were hoping for is like like maybe his kid will be ugly. No, bro. But yeah, it's like you're super hateable, right? And so like, you know, I like the the the natural extreme and independent of whatever your religious views on, most people would agree that like Jesus was a positive figure. Most people will leave it there, right? It's like the guy was crucified. The vast majority of religious figures in general had gruesome gruesome deaths. And so like if these guys who were generally good, even across other world religions, too, had those met those kind of ends, then like who am I to be so arrogant to think that I am above getting hate?

1:28:14Yeah. That makes so much sense, too. >> all better people than I am. Yeah, you should try that the next time you get a bunch of hate poured on you. >> This guy's [ __ ] legit as [ __ ] No, you are, dude. Like basically in short, like yeah, they I'm buying all your books. I'm buying all your [ __ ] books. Bro, bro, this is sick. You should do um you should do instead of instead of money money model books next. Maybe like uh maybe like a self-help or like confidence self-growth type. I wanted to my my like big mission was like I wanted to have verified blue check billion dollar status. Like right now, paper money is like I like I want to get that very very clear. Um and then at that point I want to say cuz I'm such a big proof guy, I always want to like "How do you know my [ __ ] works?" It's like, "Well, the book about monetization made 100 million in a weekend." So like that's how you know the stuff inside of it works and I used 12 of the of the 15 strategies. marketed their own books No, but like So like to the to the self-pub thing, right? It's like, "Well, I started this many years ago on the floor and I'll just show you like what the progression was from there and I think the Do I think the reason so much of the quote haters of the comment section or whatever feel the way they do is because they don't actually they don't see reality accurately. Hey, guess what? They hated Jesus, too. Yeah. You know what I'm saying? But they don't like they don't see

1:29:31>> I'mma start saying that to people. Like, "Yo, why don't you ever do legs?" And man, they hated Jesus, too, bro. You know what I'm saying? They live in a distorted view of the world. >> No, that's a fundamental I have a really hard time Yeah. interacting with that type of person in real life. When I when I it like a a fully delusional human being, I've had to cut ties because of full like we just don't we we don't see reality the same way. And and so when you say something or when I say something, you don't hear what I say or I I like I don't understand what you're saying cuz that's not what happened. That's not what transpired.

1:30:05>> By the way, that's also fine. They just go and live their life. >> Yeah, it's true. You know what I'm saying? That's true. By the way, yeah, that's where I don't become a hater. I just go we good. Yeah. We good. Dude, do you know what's crazy? I can actually say truthfully and I I really mean this, there's not a single person on this planet that I hate. I really mean that. There's not a single person on this entire planet that I I think it's because I just don't truthfully give a [ __ ] enough. Because hatred is really rooted in caring so No, you do have to you do have to care not You know what I'm saying? Or or or even potentially caring so little about your own life Yeah. that you're able to give that attention to someone else. I'm too selfish to hate someone else. Yeah. I only care about myself.

1:30:45I'd be completely And my mom. I do love my mom. She's great. Yeah, she's great. She's great. Hey, so we got to get ready for Charlie. >> Yeah, yeah, yeah. I'm going to be honest. Yeah, we're good. Dude, this has been great. This was sick. >> Yeah, this is this is this is fantastic. I told him I said it's going to be a good one. Oh, cool. Well, yeah, just cut the first half and then No, no, no, no, no, no, no. We'll start Maybe we'll slim it out some of it. >> no ego with it like do whatever you want. >> we'll leave in everything. Alex Hormozi, ladies and gentlemen, dude, thanks for joining us in your own studio.

1:31:11Hit that like button, hit that subscribe button, buy his books cuz the book market the books the books can tell you to help sell you more books. And if you're poor, they're free. I'll see you later. Peace. >> See you.