Warum guter Rat allein noch keinen Erfolg bringt

0:00My my embedded command to everyone is use if useful. Use if useful. Number one. Number two, this is a documentary, not a sermon. This is a showing, you know, like at least my content is like this is me showing what's going on and I try to be real. And that means that if I change my mind, then it'll change. [sighs] [gasps] Third, model the rise. If you want the rise, model the plateau if you want the plateau. And so saying, "Oh, Bri, you know, Warren Buffett says he had a great year if he only makes one good decision." It's like saying, "Oh, to get rich, I should fly private."

0:42Doesn't really work that way. I should play basketball. I want to get tall. It's you're you're you're conflating variables, right? I should I should go to the gym once I have energy. I should start saving money once I'm rich. Uh like that's when I'll do it. It's just it just conflates sequence, right? It's a win-win fallacy. Um, and so I think the the man I I haven't talked about this in in I don't I don't even know if I've ever talked about this.

1:07The greatest skill is the ability to discern what things to use and what things to cast out. It is the is it is the the the central narrative of noise versus signal. And the reason that I've spent such a disproportionate amount of time focused on behavior was because there's so much noise that if people cannot translate their quote advice into what I should do, then there's nothing useful about it. Which is why I think the density of useful information uh people I think people are blood hounds for value. Um but I think that value gets translated most in the most crystallized distilled concentrated manner when it can be translated into do this instead of that period

1:54>> and everything else the amorphous words that people use especially the you know the motivation manifesto the the the or just manifestation we'll get into that one uh people get triggered on that um that is what leads more people astray and so they take the entirety of someone and without all of the other conditions that apply to that person and say, "Oh, I will take this and apply it to my life."

2:16>> And if you cannot pull out what is useful for you, you will never win. And that is a really strong statement, but because all you're going to be doing is trying to, and I love this is my favorite tweet that I've heard from um Andrew Wilkinson from Tiny. >> Here are the numbers for my winning lottery ticket.

2:39every entrepreneur explaining how they were successful. And so like the next Google isn't a search engine, right? The best version of your life isn't copying Hormosi or copying Williamson. It's being able to with nuance apply the principles that are generalizable across domains but then having the

3:04>> wherewithal yeah the discernment to apply the nuance to your specific circumstance and being able to map those two things I think is the skill that has got me the disproportionate return on my life. I have bought and I've been public about this. I've been, you know, very the early part of my career is very involved in what I would consider the alternative education, you know, space, right? People, you know, the the courses, the the world that has, I would say, a relatively bad reputation. But I have yet in my life to have purchased anything from anyone that I have not had an exceptional return from. And is that because of them or is that because of me? Who knows? But I can say that when I even had bad experiences, I could say these are all the things that I will not do to a customer. And then I have my notebook of the the crinkled can and the end that's off the center. And that ability to observe and pause before immediately taking action. Like there are some people that I have met where I know I'll tell you this story because it's it's heartbreaking. I've helped a lot of gyms in my career is, you know, probably my second season of entrepreneurship. Um, one of the things that we'll do to a gym to make it more profitable is we, you know, we adjust pricing. Sometimes we send a price raise letter and this, you know, this thing's tested. We that, we've done it hundreds of times. A guy, you know, reaches out and said, "Hey, I did your the whole price raise and 90% of my members left." And I was like, "What? Like what h like how what happened?" And so he explained that he had a $29 a month gym and then he raised it to $200 a month.

4:48That only works when you're a service business, not a what I consider a facility usage business where you're just like $10 a month crunch and it's just like you can use the gym whatever you want. You have equipment. My model was for people who had trainers and who who were teaching, you know, classes or sessions or semi-privates. And so in those instances, if you're at 99 and you go to to $200, you're not going to lose half your customers. You might lose a third, but you still make more money, have more profit, etc. But he had taken what is otherwise something that has made so many gyms profitable and successful and he applied it to a specific context. Now he says, "I'm a gym owner. He said gym stuff. Why did but then what happens is for you and I or anybody who wants to make content if I were to say okay under these situations under this part you know particular context if you have a decent relationship with your customers and you have ongoing communication then you can say it's like you you don't it takes 10 minutes of disclaimers to get to the point right and so then this is why fundamentally like winners will always win because they will still be able to find you know the the silver lining even in the terrible experiences that will make them better And my favorite my favorite visualization of the type of person that I want to be is and this is a a Harry Potter reference. Uh but the sword of Gryffindor uh was made of dwarfven steel and dwarfven steel in the in the mythology of Harry Potter um could only take in that which made it stronger. And so it's not to say that the sword of Gryffindor couldn't cut butter or couldn't you know uh just get into a sword fight, but if it happens to you know kill a basilisk then it will absorb the poison of the basilisk. And so like so many people lose because they want to prove that this too did not work when in reality it was that you don't know how to make it work and it has been easier for you to complain and say this did not work the way that I would prefer right rather than like how can I make this work for me? How can I turn this into something that has been that can still be a W. And I think that one skill has probably been the single unlock that I've been able to have because like I I learned these alternative, you know, the this this alternative world of education of like how do you sell, how do you how do you run ads, how do you how do you sell, you know, courses, how do you do coaching, all this stuff that has a really negative kind of vibe. But the thing is is the fundamentals of persuasion there are so powerful. They were just being used to sell stuff that's not good. But the thing is is that there's so much buyer resistance there that if you can sell stuff in that market, when you go to sell insurance, you murder. [laughter] And so I think people fail to take into consideration the context of the person who's giving the advice and what piece is useful that they should use and the rest you can cast away. Real quick, I'm going to show you the exact 10 stage road map from zero to 100 million plus that less than 1% of companies finish I've now done multiple times. And so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the business, what the constraint feels like, like what are the symptoms of it when you're going through it and then what steps we actually took to graduate. And we've done this across software, physical products, uh service businesses, brick and mortar, all of this. and it works and it's my gift to you. It's absolutely free and so the link's in the description, but you just go acquisition.comroadmap.

8:10Just enter your info and it'll spit it right back to you.