Warum der Überbringer wichtiger ist als die Botschaft

0:00the medium and the messenger are inextricably linked. Like if Elon Musk tweets, "I'm taking a shit." it will get a zillion shares because he's the richest man on Earth and has done more entrepreneurial endeavors that have pushed humanity, I think, more than anyone else at this point. And so like, you can't separate the message from the messenger. And I remember when I was in middle school, I learned this lesson where I was in Spanish class and there was, you know, there was the class clown or whatever and I was like, "I want people to laugh at my jokes." And so I made a joke that was a joke that that guy probably would have made. And it was a self-deprecating joke. Um but the thing is is that like that guy was kind of a bum and like him making self-deprecating jokes made sense because of the context of who he was.

0:46But I was a straight-A student who was really good at sports Yeah. and no one thought it was funny. And fast forward, you know, 10 years, there was a joke that had in our fraternity, which is there's nothing funny about an in-shape body. And so like the the I agree with you in that the message the the medium of the message matters and so people won't root for you because we use the the delivery mechanism usually as a filter for whether we should even trust the source. And so I tell the story of the the teacher who's talking about dollar cost averaging into the S&P and giving investing advice.

1:24Like they might be like, "Man, like I give better investing advice than Warren Buffett does. Like he's saying the same thing as me." It's like, "And you know what? You're probably right. The only problem is you didn't build Berkshire Hathaway and so no one gives a shit." And so the thing is is that we use someone's evidence and authority as a filter for how little we need to process the information. Because if you're listening to a teacher, you have to then think, "Okay, can I separate the message from the person? Can I independently analyze this and say, is it good? Is it bad?" If Warren Buffett says, "You should buy this." you don't need to analyze it. You you he knows more than me. He has more perspective and I will just take it as fact. And so it's actually lazy consumption on behalf of everyone else that gives authority so much resonance and so much shareability because they're also protected because if you share something Elon says, you're protected by Elon and his brand. And so [clears throat] the hard work is getting to the point where you have the evidence that people are willing to feel safe agreeing with you. And the only way for them to feel safe agreeing with you is for you to disagree with them for a very long period of time till you prove that you're right. Real quick, if you are a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it.

2:45And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.