Was eine starke Marke wirklich ausmacht

0:00I'm I'm I have my next book coming out. Um but the book after that is the one that I'm thinking about cuz I've already written the next book. Um and I I wasn't going to write this next one, but it's the one that's been like on my mind the most, which is on branding. And I think it is one of the most misunderstood concepts, and I think it's why so few people can build big things. And I think brand is the single most valuable thing that you can build in a business because brand is basically persuasion or suggestion or influence at scale. And so if you were to go to like the etymology of brand, like where where does branding come from? Branding comes from cattle, right? You sear a cattle with your brand on it. You literally brand them.

0:36And what is the point of that? The point of that is to change someone else's behavior. So if you have two cows, one that has a brand and one doesn't, the one that doesn't have a brand, you will treat differently than the one that does have a brand. The one that does have a brand, you might return to its owner, you might steal it, you might kill it, depending on your relationship with the owner, right? Which then, depending on the brand, right? You'll You'll behave differently. But at the end of the day, it will change your behavior. And so, the point of a brand is to actually teach a change in behavior. And so, if you have a white shirt that's plain and a white shirt with a check mark, you train a behavior that you want people to do something when they see that and then and behave accordingly. And so, the idea of branding is basically teaching. It's pairing. It's making associations between things people know, things people don't know. And then you do that enough time, like if I wear this hat out of times, people eventually just want to wear the hat if they like what I have associated the hat with. If they like me, like fitness, they like they like free value, they like the the values in general that I stand for, they will start associating that. If they want to be more patient, they want to be more ambitious, they want to be more fit, want to be more, you know, driven, whatever it is.

1:30Whatever they associate with, they might put this hat on because it stands for that for them. They've made that association. And so, they'd be willing to pay more for this hat than just a generic hat. And like that is branding. And so, to the point that you may as like, why not make 50 million? Um I think that I want my brand to stand for something more than that. And so, I made it the mission to make real business education accessible for everyone. And that is what I have been I have not wavered from that since I started doing this. And I have two aspects to that. One is like the distribution of how do I get this to everybody? And how to make it accessible. And that has multiple levels to it, which is one is like, is it easy to understand? But also like, is it fun and entertaining? And I'm getting better at that. I think I'm I'm better at the easy to understand part. I'm still working on how do I make this more entertaining so that like a stay-at-home mom will actually click and maybe get interested in something like this and maybe recommend her son or her daughter to like watch something like that. I'm not there yet. Like but that's but like in order for me to get that level of accessibility, like I need to get better. But on the flip side, the context that the content is consumed within is basically my background. So like at the very beginning you're like, "Hey, just for everybody who doesn't know, here's this guy." Right? If I had said, "Hey, I make $100,000 a year, um listen to me."

2:45I don't I mean, I think fewer people would listen to me. I mean, maybe some would, but like far fewer would listen to me as a quote authority on on making money in general. We had to provide the context up front because the context is in my opinion a a larger percentage of the message than the message itself. Like Elon Musk can tweet on the toilet and say like, "I'm [ __ ] right now." And everyone will like think it's hilarious and whatever. If I tweet that or you tweet that, we probably wouldn't have the same response because we are not the richest man in the world.

3:12And so like that message is contained is is consumed within the context of Elon Musk. And so what I'm building with my, you know, my personal brand, right? Is the context to deliver a message at scale that I want to deliver. We're not there yet. And so this is much more of like a 10-year, 15, 20-year plan that I'm that I'm trying to uh outline and you know, I'm I'm showing pages one at a time. Like the book launch is one piece. There's going to be another piece next year. And like people will see that as it unveils. So it's more about the perception of you rather than potentially optimizing for impact because there is an argument I feel like to be had if you were to charge some money for the book. I do think people would pay more attention and potentially it would make more of an impact on those who do read it than just giving it out for free. I'll give you the argument for it. So

3:54>> think that perception overall people like, oh this is the guy that gives all of this value for free. Whether or not it impacts them, who's to say? So I I I've been on both sides of this. I have charged lots of money for things. And so you make a greater impact giving away things for free. That's just objective you'd say? Yes. Because you get a hundred times more people to consume it. And so but the percentage of people who consume it who are impacted is smaller. So if I charge for something, a higher percentage of people who consume the thing if they paid for it will be likely to to follow through with it.

4:24If it's free, a hundred times a thousand times more people will consume it. But a smaller percentage but a larger absolute amount of people will be impacted. I respect the objectivity on that. Are they objective answers? >> Cuz I had to cuz I had to deal with that. Cuz I had to deal with that myself. I was like, well if I claim this, like now if you have like for example a really in-depth like if I were if I were flying out to people's houses and trying to like do huge interventions with people and like recook their [ __ ] like no, you can't do that for free.

4:51But like there are certain things that you can give away for free. Information give away for free. Media in general like you can give away for free. Software if you're really good at coding give away for free. Like there are elements there things you can give away for free. Tools sometimes. Um and I think that this is from a business perspective you you'll ultimately make more money giving serving a huge amount of people and then having some bar that people can jump over. Now I purposely put my bar really high um because I know that like I only need one Facebook.

5:18I don't need it you know what I mean? Like I don't need like people will be surprised by how few deals we do. Like I get 2,000 I get 2,400 companies a month that reach out to me to do a deal. Every month inbound like can we do a deal with you? And in in two years I've done 22 deals in total. So like you look at that over you know, whatever whatever 20 50,000 60,000 deals that I've looked at and I've done 22. It's a very small percentage. Real quick, if you are a business owner and you are not growing as fast as you like, I'd like to give you a free gift. So, my team and I put together the $100 scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly, where they got stuck and how they got past it. And 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.

6:19And 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.