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84. How to Make Business Decisions You Won't Regret · Burning Brightly

• 0:00
  Think
• 0:00
  for
• 0:00
  a
• 0:00
  second
• 0:00
  about
• 0:01
  when
• 0:01
  you
• 0:01
  go.
• 0:01
  Shopping
• 0:02
  for
• 0:02
  clothes,
• 0:02
  you
• 0:03
  might
• 0:03
  see
• 0:03
  two
• 0:03
  blouses
• 0:04
  that
• 0:04
  you
• 0:04
  really
• 0:04
  like.
• 0:05
  They're
• 0:05
  both
• 0:05
  gorgeous.
• 0:06
  They
• 0:06
  look
• 0:06
  great
• 0:06
  on
• 0:06
  you.
• 0:07
  One
• 0:07
  of
• 0:07
  them
• 0:07
  is
• 0:08
  silk
• 0:09
  and
• 0:09
  it
• 0:09
  is
• 0:09
  designer
• 0:10
  and
• 0:10
  it
• 0:11
  is
• 0:11
  gorgeous,
• 0:12
  and
• 0:12
  it
• 0:12
  is
• 0:12
  $350
• 0:14
  and
• 0:14
  the
• 0:14
  other
• 0:14
  one
• 0:14
  is
• 0:15
  $39,
• 0:16
  but
• 0:16
  it's
• 0:16
  polyester
• 0:17
  and
• 0:18
  it's
• 0:18
  kind
• 0:18
  of
• 0:18
  a
• 0:18
  cheap
• 0:18
  fabric
• 0:19
  and
• 0:19
  you
• 0:19
  know
• 0:19
  it's
• 0:19
  not
• 0:19
  gonna
• 0:19
  last
• 0:20
  as
• 0:20
  long.
• 0:21
  What's
• 0:21
  the
• 0:21
  right
• 0:21
  decision?
• 0:22
  Which
• 0:22
  blouse
• 0:22
  should
• 0:23
  you
• 0:23
  buy?
• 0:23
  Which
• 0:23
  benefit
• 0:24
  is
• 0:24
  worth
• 0:24
  which
• 0:25
  cost?
• 0:26
  What
• 0:26
  do
• 0:26
  I
• 0:26
  gain?
• 0:27
  What
• 0:27
  do
• 0:27
  I
• 0:27
  give
• 0:27
  up?
• 0:27
  And
• 0:27
  am
• 0:28
  I
• 0:28
  willing
• 0:28
  to
• 0:28
  pay
• 0:29
  this
• 0:29
  price?
• 0:31
  This
• 0:31
  is
• 0:31
  Burning
• 0:32
  Brightly,
• 0:32
  a
• 0:32
  podcast
• 0:33
  for
• 0:33
  Christian
• 0:33
  moms
• 0:34
  who
• 0:34
  are
• 0:34
  feeling
• 0:34
  called
• 0:35
  to
• 0:35
  build
• 0:35
  a
• 0:35
  business
• 0:35
  and
• 0:36
  share
• 0:36
  their
• 0:36
  light
• 0:36
  with
• 0:36
  the
• 0:37
  world.
• 0:37
  I'm
• 0:38
  Bonnie
• 0:38
  Wescomb,
• 0:38
  a
• 0:38
  life
• 0:39
  coach,
• 0:39
  mom
• 0:40
  and
• 0:40
  entrepreneur,
• 0:41
  and
• 0:41
  I'm
• 0:41
  honored
• 0:41
  to
• 0:41
  be
• 0:42
  your
• 0:42
  guide
• 0:42
  as
• 0:42
  you
• 0:42
  face
• 0:42
  this
• 0:43
  business
• 0:43
  building
• 0:43
  adventure
• 0:44
  full
• 0:44
  of
• 0:44
  highs,
• 0:45
  lows.
• 0:45
  And
• 0:46
  everything
• 0:46
  in
• 0:46
  between.
• 0:47
  This
• 0:47
  is
• 0:47
  where
• 0:47
  we
• 0:48
  help
• 0:48
  each
• 0:48
  other
• 0:48
  find
• 0:48
  the
• 0:49
  courage
• 0:49
  to
• 0:49
  shine.
• 0:54
  Hello
• 0:54
  my
• 0:54
  friends.
• 0:54
  Do
• 0:54
  you
• 0:54
  ever
• 0:55
  feel
• 0:55
  stuck
• 0:55
  in
• 0:56
  your
• 0:56
  business
• 0:56
  decisions
• 0:57
  thinking,
• 0:57
  what
• 0:58
  is
• 0:58
  the
• 0:58
  right
• 0:58
  choice?
• 0:59
  Which
• 0:59
  1:00
• 0:59
  AM
• 0:59
  I
• 0:59
  not
• 1:00
  gonna
• 1:00
  regret?
• 1:00
  Which
• 1:00
  one
• 1:00
  is
• 1:01
  gonna
• 1:01
  be
• 1:01
  the
• 1:01
  cheapest
• 1:01
  for
• 1:01
  me
• 1:02
  and
• 1:02
  bring
• 1:02
  me
• 1:02
  success
• 1:03
  the
• 1:03
  quickest?
• 1:03
  You
• 1:04
  are
• 1:04
  not
• 1:04
  alone.
• 1:04
  Every
• 1:05
  entrepreneur
• 1:05
  struggles
• 1:06
  with
• 1:06
  this,
• 1:06
  but
• 1:06
  today
• 1:07
  I
• 1:07
  have
• 1:07
  the
• 1:07
  framework
• 1:07
  for
• 1:07
  making
• 1:08
  decisions
• 1:08
  quickly
• 1:09
  and
• 1:09
  permanently
• 1:10
  that
• 1:10
  you
• 1:10
  won't
• 1:10
  regret
• 1:11
  or
• 1:11
  second
• 1:11
  guess.
• 1:11
  Are
• 1:11
  you
• 1:12
  ready?
• 1:12
  So
• 1:12
  here's
• 1:13
  the
• 1:13
  thing.
• 1:13
  Every
• 1:14
  decision
• 1:14
  you
• 1:15
  make
• 1:15
  in
• 1:15
  your
• 1:15
  business
• 1:16
  comes
• 1:16
  with
• 1:16
  two
• 1:16
  things,
• 1:17
  both
• 1:17
  a
• 1:17
  benefit
• 1:18
  and
• 1:19
  a
• 1:19
  cost.
• 1:19
  Every
• 1:20
  decision
• 1:20
  we
• 1:20
  make
• 1:20
  in
• 1:20
  life
• 1:21
  is
• 1:21
  like
• 1:21
  this.
• 1:22
  The
• 1:22
  sooner,
• 1:23
  however
• 1:23
  that
• 1:24
  you
• 1:24
  get
• 1:24
  comfortable
• 1:24
  weighing
• 1:25
  those
• 1:25
  pros
• 1:25
  and
• 1:25
  cons,
• 1:26
  the
• 1:26
  cost
• 1:26
  and
• 1:26
  the
• 1:26
  benefit,
• 1:27
  the
• 1:27
  faster
• 1:28
  you
• 1:28
  will
• 1:28
  grow.
• 1:29
  This
• 1:29
  is
• 1:29
  true
• 1:29
  in
• 1:29
  business,
• 1:30
  is
• 1:30
  true
• 1:30
  in
• 1:30
  parenting,
• 1:31
  in
• 1:31
  running
• 1:31
  your
• 1:31
  household,
• 1:32
  in
• 1:33
  your
• 1:33
  nine
• 1:33
  to
• 1:33
  five
• 1:34
  if
• 1:34
  you
• 1:34
  have
• 1:34
  another
• 1:34
  job.
• 1:35
  It's
• 1:35
  true
• 1:35
  everywhere
• 1:36
  in
• 1:36
  life,
• 1:37
  quicker
• 1:37
  you
• 1:37
  can
• 1:37
  weigh
• 1:37
  the
• 1:38
  pros
• 1:38
  and
• 1:38
  cons
• 1:38
  and
• 1:38
  make
• 1:38
  a
• 1:38
  decision
• 1:39
  the
• 1:39
  faster
• 1:40
  you
• 1:40
  will
• 1:40
  grow
• 1:41
  no
• 1:41
  matter
• 1:41
  where.
• 1:42
  Here's
• 1:43
  the
• 1:43
  thing
• 1:43
  though,
• 1:44
  it's
• 1:44
  very
• 1:44
  critical
• 1:45
  to
• 1:45
  understand
• 1:45
  that
• 1:45
  there
• 1:45
  is
• 1:46
  no
• 1:46
  perfect
• 1:47
  decision.
• 1:48
  There
• 1:48
  is
• 1:48
  not.
• 1:48
  It
• 1:48
  does
• 1:48
  not
• 1:49
  exist.
• 1:50
  They
• 1:50
  all
• 1:50
  have
• 1:51
  a
• 1:51
  benefit
• 1:51
  and
• 1:51
  they
• 1:51
  all
• 1:52
  have
• 1:52
  a
• 1:52
  cost.
• 1:53
  The
• 1:53
  question
• 1:53
  is,
• 1:54
  which
• 1:54
  one
• 1:54
  is
• 1:54
  worth
• 1:55
  it
• 1:55
  for
• 1:55
  you?
• 1:56
  You
• 1:56
  have
• 1:57
  the
• 1:57
  power
• 1:57
  to
• 1:57
  choose
• 1:57
  which
• 1:58
  price
• 1:58
  you're
• 1:58
  willing
• 1:58
  to
• 1:58
  pay
• 1:59
  depending
• 1:59
  on
• 1:59
  which
• 2:00
  decision
• 2:00
  you
• 2:00
  choose,
• 2:01
  and
• 2:01
  I'm
• 2:01
  gonna
• 2:01
  walk
• 2:01
  you
• 2:01
  through
• 2:01
  it.
• 2:02
  Now,
• 2:02
  too
• 2:02
  many
• 2:03
  of
• 2:03
  us
• 2:03
  waste
• 2:03
  a
• 2:03
  lot
• 2:04
  of
• 2:04
  time
• 2:04
  looking
• 2:04
  for
• 2:05
  that
• 2:05
  right
• 2:05
  decision
• 2:06
  or
• 2:06
  that
• 2:06
  perfect
• 2:06
  decision,
• 2:07
  especially
• 2:08
  Christian
• 2:08
  entrepreneurs
• 2:09
  because
• 2:09
  we're
• 2:09
  used
• 2:09
  to
• 2:09
  feeling
• 2:10
  like
• 2:10
  there's
• 2:11
  a
• 2:11
  moral
• 2:11
  right
• 2:12
  choice
• 2:12
  for
• 2:12
  everything
• 2:12
  we
• 2:13
  do
• 2:13
  in
• 2:13
  our
• 2:13
  life.
• 2:14
  But
• 2:14
  in
• 2:14
  business,
• 2:14
  that
• 2:15
  is
• 2:15
  not
• 2:15
  the
• 2:15
  case.
• 2:16
  If
• 2:16
  you
• 2:16
  keep
• 2:17
  searching
• 2:17
  for
• 2:17
  the
• 2:17
  option
• 2:17
  with
• 2:18
  no
• 2:18
  downsides,
• 2:18
  with
• 2:18
  no
• 2:19
  cons,
• 2:19
  you're
• 2:20
  just
• 2:20
  gonna
• 2:20
  stay
• 2:20
  stuck
• 2:20
  forever.
• 2:21
  You'll
• 2:21
  stay
• 2:21
  stuck
• 2:22
  in
• 2:22
  indecision
• 2:22
  and
• 2:22
  never
• 2:23
  be
• 2:23
  able
• 2:23
  to
• 2:23
  make
• 2:23
  progress.
• 2:24
  In
• 2:24
  my
• 2:25
  last
• 2:25
  video,
• 2:25
  talking
• 2:26
  about
• 2:26
  how
• 2:26
  we
• 2:26
  can
• 2:26
  step
• 2:26
  into
• 2:26
  that
• 2:27
  masculine
• 2:27
  energy
• 2:27
  that
• 2:28
  we
• 2:28
  need
• 2:28
  sometimes
• 2:28
  as
• 2:28
  women
• 2:29
  to
• 2:29
  build
• 2:29
  our
• 2:29
  business.
• 2:30
  I
• 2:30
  talked
• 2:30
  about
• 2:30
  how
• 2:30
  making
• 2:31
  decisions
• 2:31
  quickly
• 2:32
  and
• 2:32
  without
• 2:32
  knowing
• 2:32
  the
• 2:33
  full
• 2:33
  story
• 2:33
  is
• 2:34
  a
• 2:34
  power
• 2:34
  that
• 2:35
  sometimes.
• 2:35
  We
• 2:35
  don't
• 2:36
  have,
• 2:36
  because
• 2:36
  we
• 2:36
  get
• 2:36
  emotional
• 2:37
  about
• 2:37
  our
• 2:37
  choices.
• 2:38
  Or
• 2:38
  again,
• 2:38
  we
• 2:38
  think
• 2:38
  that
• 2:38
  there's
• 2:39
  just
• 2:39
  one
• 2:39
  right
• 2:39
  choice,
• 2:40
  but
• 2:40
  there's
• 2:40
  not.
• 2:41
  Business
• 2:42
  success
• 2:42
  requires
• 2:43
  accepting
• 2:44
  trade-offs.
• 2:45
  We
• 2:45
  have
• 2:45
  to
• 2:45
  understand
• 2:46
  there's
• 2:46
  gonna
• 2:46
  be
• 2:46
  a
• 2:46
  trade
• 2:46
  off
• 2:47
  with
• 2:47
  every
• 2:47
  decision,
• 2:47
  and
• 2:48
  that's
• 2:48
  okay.
• 2:48
  We
• 2:49
  just
• 2:49
  decide
• 2:49
  what
• 2:49
  trade-off
• 2:50
  is
• 2:50
  worth
• 2:50
  it.
• 2:51
  So
• 2:51
  to
• 2:51
  help
• 2:52
  you
• 2:52
  understand
• 2:52
  this
• 2:52
  a
• 2:52
  little
• 2:52
  bit
• 2:52
  better,
• 2:53
  let's
• 2:53
  talk
• 2:53
  about
• 2:53
  assets
• 2:54
  versus
• 2:54
  liabilities.
• 2:55
  Have
• 2:55
  you
• 2:55
  heard
• 2:55
  those
• 2:55
  words
• 2:55
  before
• 2:56
  when
• 2:56
  they
• 2:56
  talk
• 2:56
  about
• 2:57
  it
• 2:57
  in
• 2:57
  the
• 2:57
  financial
• 2:57
  realm?
• 2:58
  An
• 2:58
  asset
• 2:59
  is
• 2:59
  something
• 2:59
  that
• 2:59
  is
• 2:59
  worth
• 3:00
  something,
• 3:00
  right?
• 3:00
  Like
• 3:00
  your
• 3:00
  home
• 3:01
  or
• 3:01
  your
• 3:01
  car
• 3:01
  or
• 3:02
  your
• 3:02
  retirement
• 3:02
  account.
• 3:03
  And
• 3:03
  in
• 3:04
  this
• 3:04
  instance,
• 3:04
  it's
• 3:04
  a
• 3:04
  benefit.
• 3:05
  So
• 3:05
  something
• 3:05
  you
• 3:05
  gain
• 3:06
  versus
• 3:06
  a
• 3:07
  liability,
• 3:08
  which
• 3:08
  might
• 3:08
  be
• 3:08
  your
• 3:08
  mortgage
• 3:09
  or
• 3:09
  your
• 3:09
  car
• 3:09
  payment
• 3:10
  or
• 3:10
  taxes,
• 3:11
  that's
• 3:11
  the
• 3:11
  cost
• 3:12
  in
• 3:12
  your
• 3:12
  business,
• 3:12
  what
• 3:13
  you're
• 3:13
  sacrificing.
• 3:14
  So
• 3:14
  the
• 3:14
  asset
• 3:15
  is
• 3:15
  what
• 3:15
  you
• 3:15
  gain.
• 3:15
  The
• 3:15
  liability
• 3:16
  is
• 3:16
  what
• 3:16
  you
• 3:16
  sacrifice
• 3:17
  before
• 3:17
  making
• 3:18
  any
• 3:18
  business
• 3:18
  decision,
• 3:19
  this
• 3:19
  is
• 3:19
  what
• 3:19
  you
• 3:19
  have
• 3:19
  to
• 3:19
  ask
• 3:19
  yourself,
• 3:20
  what
• 3:20
  do
• 3:21
  I
• 3:21
  gain?
• 3:21
  What
• 3:21
  is
• 3:21
  the
• 3:22
  benefit?
• 3:23
  What
• 3:23
  do
• 3:23
  I
• 3:23
  give
• 3:24
  up?
• 3:24
  What
• 3:24
  does
• 3:24
  it
• 3:24
  cost?
• 3:25
  And
• 3:26
  number
• 3:26
  three,
• 3:26
  this
• 3:26
  is
• 3:26
  the
• 3:27
  most
• 3:27
  important
• 3:27
  one.
• 3:28
  Am
• 3:28
  I
• 3:28
  willing
• 3:28
  to
• 3:29
  pay
• 3:29
  this
• 3:29
  price
• 3:30
  for
• 3:30
  what
• 3:31
  I
• 3:31
  get?
• 3:32
  Think
• 3:32
  for
• 3:32
  a
• 3:32
  second
• 3:33
  about
• 3:33
  when
• 3:33
  you
• 3:33
  go.
• 3:33
  Shopping
• 3:34
  for
• 3:34
  clothes,
• 3:35
  you
• 3:35
  might
• 3:35
  see
• 3:35
  two
• 3:36
  blouses
• 3:36
  that
• 3:36
  you
• 3:36
  really
• 3:37
  like.
• 3:37
  They're
• 3:37
  both
• 3:37
  gorgeous.
• 3:38
  They
• 3:38
  look
• 3:38
  great
• 3:38
  on
• 3:39
  you.
• 3:39
  You
• 3:39
  need
• 3:39
  a
• 3:39
  new
• 3:40
  blouse
• 3:40
  and
• 3:40
  you're
• 3:40
  trying
• 3:40
  to
• 3:41
  decide
• 3:41
  which
• 3:41
  one.
• 3:42
  One
• 3:42
  of
• 3:42
  them
• 3:42
  is
• 3:42
  silk
• 3:43
  and
• 3:44
  it
• 3:44
  is
• 3:44
  designer
• 3:45
  and
• 3:45
  it
• 3:45
  is
• 3:46
  gorgeous,
• 3:47
  and
• 3:47
  it
• 3:47
  is
• 3:47
  $350
• 3:49
  and
• 3:49
  the
• 3:49
  other
• 3:49
  one
• 3:49
  is
• 3:49
  $39,
• 3:51
  but
• 3:51
  it's
• 3:51
  polyester
• 3:52
  and
• 3:52
  it's
• 3:53
  kind
• 3:53
  of
• 3:53
  a
• 3:53
  cheap
• 3:53
  fabric
• 3:54
  and
• 3:54
  you
• 3:54
  know
• 3:54
  it's
• 3:54
  not
• 3:54
  gonna
• 3:54
  last
• 3:55
  as
• 3:55
  long.
• 3:55
  What's
• 3:56
  the
• 3:56
  right
• 3:56
  decision?
• 3:57
  Which
• 3:57
  blouse
• 3:57
  should
• 3:58
  you
• 3:58
  buy?
• 3:59
  It
• 3:59
  doesn't
• 3:59
  matter.
• 4:00
  You
• 4:00
  get
• 4:00
  to
• 4:00
  decide.
• 4:01
  Would
• 4:01
  you
• 4:01
  rather
• 4:02
  choose
• 4:02
  the
• 4:02
  high-end
• 4:03
  designer
• 4:03
  one?
• 4:04
  It
• 4:04
  comes
• 4:04
  with
• 4:04
  a
• 4:04
  higher
• 4:04
  price
• 4:05
  tag
• 4:05
  and
• 4:05
  you
• 4:05
  probably
• 4:05
  have
• 4:05
  to
• 4:06
  dry
• 4:06
  clean
• 4:06
  it,
• 4:06
  but
• 4:07
  it
• 4:07
  lasts
• 4:07
  forever
• 4:08
  and
• 4:08
  it's
• 4:08
  drop
• 4:09
  dead
• 4:09
  gorgeous,
• 4:09
  and
• 4:09
  you
• 4:09
  feel
• 4:09
  like
• 4:10
  a
• 4:10
  million
• 4:10
  bucks
• 4:10
  every
• 4:10
  time
• 4:10
  you
• 4:10
  wear
• 4:11
  it.
• 4:11
  Or
• 4:11
  do
• 4:11
  you
• 4:11
  go
• 4:12
  with
• 4:12
  the
• 4:12
  cheaper
• 4:12
  one?
• 4:13
  That
• 4:13
  is
• 4:13
  not
• 4:13
  gonna
• 4:13
  cost
• 4:13
  nearly
• 4:14
  as
• 4:14
  much
• 4:14
  upfront,
• 4:15
  but
• 4:15
  you
• 4:15
  will
• 4:15
  probably
• 4:15
  have
• 4:15
  to
• 4:15
  replace
• 4:16
  it
• 4:16
  three
• 4:16
  or
• 4:16
  four
• 4:16
  times
• 4:17
  and
• 4:17
  won't
• 4:17
  feel
• 4:17
  so
• 4:17
  great
• 4:17
  wearing
• 4:18
  it.
• 4:18
  Do
• 4:18
  you
• 4:18
  see
• 4:18
  how
• 4:19
  there
• 4:19
  is
• 4:19
  no
• 4:19
  clear
• 4:20
  cut
• 4:20
  answer?
• 4:20
  Maybe
• 4:20
  there
• 4:21
  is
• 4:21
  for
• 4:21
  you.
• 4:21
  You're
• 4:21
  more
• 4:21
  of
• 4:22
  a
• 4:22
  luxury
• 4:22
  girl,
• 4:22
  or
• 4:22
  you're
• 4:22
  more
• 4:23
  of
• 4:23
  a
• 4:23
  budget
• 4:23
  girl,
• 4:24
  but
• 4:24
  in
• 4:24
  the
• 4:24
  end,
• 4:25
  you
• 4:25
  have
• 4:25
  to
• 4:25
  decide
• 4:26
  which
• 4:26
  benefit
• 4:27
  is
• 4:27
  worth
• 4:27
  which
• 4:28
  cost?
• 4:29
  So
• 4:29
  again,
• 4:29
  what
• 4:30
  do
• 4:30
  I
• 4:30
  gain?
• 4:30
  What
• 4:31
  do
• 4:31
  I
• 4:31
  give
• 4:31
  up?
• 4:31
  And
• 4:31
  am
• 4:32
  I
• 4:32
  willing
• 4:32
  to
• 4:32
  pay
• 4:32
  this
• 4:33
  price?
• 4:33
  Now
• 4:34
  this
• 4:34
  decision
• 4:34
  making
• 4:35
  framework
• 4:35
  applies
• 4:35
  to
• 4:36
  everything
• 4:36
  in
• 4:36
  business.
• 4:37
  It
• 4:37
  applies
• 4:37
  to
• 4:37
  investments.
• 4:38
  How
• 4:38
  much
• 4:39
  am
• 4:39
  I
• 4:39
  gonna
• 4:39
  spend
• 4:39
  on
• 4:39
  coaching
• 4:40
  or
• 4:40
  software
• 4:41
  or
• 4:41
  advertising,
• 4:41
  or
• 4:42
  a
• 4:42
  new
• 4:42
  camera
• 4:42
  or
• 4:42
  a
• 4:42
  new
• 4:43
  computer?
• 4:44
  It
• 4:44
  applies
• 4:44
  to
• 4:45
  your
• 4:45
  marketing
• 4:45
  strategies
• 4:46
  to
• 4:47
  how
• 4:47
  much
• 4:47
  you
• 4:47
  charge
• 4:48
  for
• 4:48
  your
• 4:48
  services
• 4:49
  or
• 4:49
  products.
• 4:50
  It
• 4:50
  applies
• 4:50
  to
• 4:51
  whether
• 4:51
  or
• 4:51
  not
• 4:51
  you
• 4:51
  wanna
• 4:52
  niche
• 4:52
  down
• 4:52
  more
• 4:52
  or
• 4:52
  stay
• 4:53
  kind
• 4:53
  of
• 4:53
  broad.
• 4:54
  It
• 4:54
  applies
• 4:55
  to
• 4:55
  every
• 4:55
  opportunity
• 4:56
  that
• 4:56
  comes
• 4:56
  across
• 4:56
  your
• 4:56
  desk.
• 4:57
  You
• 4:57
  have
• 4:58
  to
• 4:58
  weigh
• 4:58
  the
• 4:58
  pros
• 4:58
  and
• 4:58
  cons
• 4:59
  and
• 4:59
  decide
• 4:59
  which
• 5:00
  cost
• 5:00
  you're
• 5:00
  willing
• 5:00
  to
• 5:00
  pay
• 5:01
  for.
• 5:01
  Now,
• 5:01
  let
• 5:01
  me
• 5:01
  give
• 5:02
  you
• 5:02
  a
• 5:02
  few
• 5:02
  more
• 5:02
  examples
• 5:03
  outside
• 5:03
  of
• 5:03
  the
• 5:03
  business
• 5:04
  world
• 5:04
  that
• 5:04
  might
• 5:04
  help
• 5:04
  us
• 5:04
  understand
• 5:05
  this
• 5:05
  a
• 5:05
  little
• 5:05
  bit.
• 5:06
  Think
• 5:06
  about
• 5:06
  losing
• 5:07
  weight.
• 5:07
  I
• 5:07
  love
• 5:07
  this
• 5:07
  analogy
• 5:08
  because
• 5:08
  it's
• 5:08
  really
• 5:08
  pretty
• 5:09
  clear
• 5:09
  cut.
• 5:10
  If
• 5:10
  you
• 5:10
  choose
• 5:11
  to
• 5:11
  lose
• 5:11
  weight
• 5:11
  through
• 5:11
  diet
• 5:12
  and
• 5:12
  exercise,
• 5:12
  there
• 5:12
  are
• 5:13
  benefits
• 5:13
  to
• 5:13
  that.
• 5:14
  You
• 5:14
  get
• 5:14
  natural
• 5:15
  results.
• 5:16
  you
• 5:16
  learn
• 5:16
  the
• 5:16
  good
• 5:17
  skills
• 5:17
  of
• 5:18
  eating
• 5:18
  right
• 5:18
  and
• 5:18
  exercising
• 5:19
  every
• 5:19
  day.
• 5:20
  You
• 5:20
  have
• 5:20
  long-term
• 5:20
  health
• 5:21
  might
• 5:21
  help
• 5:21
  your
• 5:21
  longevity.
• 5:22
  Those
• 5:23
  are
• 5:23
  the
• 5:23
  benefits,
• 5:23
  right?
• 5:23
  But
• 5:23
  the
• 5:24
  costs
• 5:25
  are,
• 5:25
  it
• 5:25
  requires
• 5:25
  discipline.
• 5:26
  It
• 5:26
  requires
• 5:27
  time.
• 5:27
  It
• 5:27
  requires
• 5:28
  saying
• 5:28
  no
• 5:28
  to
• 5:28
  ice
• 5:28
  cream.
• 5:29
  It
• 5:29
  requires
• 5:30
  some
• 5:30
  delayed
• 5:30
  gratification.
• 5:31
  'cause
• 5:31
  it
• 5:31
  takes
• 5:31
  time,
• 5:32
  So
• 5:32
  we're
• 5:32
  looking
• 5:33
  at
• 5:33
  those
• 5:33
  two.
• 5:33
  Is
• 5:33
  that
• 5:34
  cost
• 5:34
  worth
• 5:35
  that
• 5:35
  benefit
• 5:37
  versus,
• 5:37
  let's
• 5:37
  say,
• 5:38
  using
• 5:39
  weight
• 5:39
  loss
• 5:39
  medication
• 5:40
  or
• 5:40
  surgery?
• 5:41
  The
• 5:41
  benefit
• 5:42
  would
• 5:42
  be
• 5:42
  faster
• 5:42
  results,
• 5:43
  less
• 5:43
  effort
• 5:44
  upfront,
• 5:45
  but
• 5:45
  there
• 5:45
  is
• 5:45
  also
• 5:45
  a
• 5:45
  cost.
• 5:46
  Very
• 5:46
  expensive.
• 5:47
  There's
• 5:47
  possible
• 5:47
  side
• 5:48
  effects,
• 5:48
  even
• 5:48
  death.
• 5:49
  there's
• 5:50
  longer
• 5:50
  term
• 5:50
  consequences
• 5:51
  that
• 5:51
  could
• 5:51
  affect
• 5:52
  your
• 5:52
  body.
• 5:52
  So
• 5:52
  again,
• 5:53
  what
• 5:53
  price
• 5:54
  am
• 5:54
  I
• 5:54
  willing
• 5:54
  to
• 5:54
  pay?
• 5:55
  Neither
• 5:55
  is
• 5:55
  right
• 5:56
  or
• 5:56
  wrong,
• 5:57
  but
• 5:57
  each
• 5:57
  has
• 5:57
  a
• 5:58
  cost,
• 5:58
  and
• 5:58
  the
• 5:58
  same
• 5:58
  is
• 5:58
  true
• 5:58
  in
• 5:59
  business.
• 5:59
  what
• 5:59
  about
• 6:00
  hiring
• 6:00
  a
• 6:00
  virtual
• 6:01
  assistant?
• 6:01
  If
• 6:02
  you
• 6:02
  hire
• 6:02
  one
• 6:02
  early
• 6:03
  on
• 6:03
  in
• 6:03
  your
• 6:03
  business
• 6:03
  career,
• 6:03
  the
• 6:03
  benefit
• 6:04
  would
• 6:04
  be
• 6:04
  free.
• 6:04
  Up
• 6:05
  time
• 6:05
  lets
• 6:06
  you
• 6:06
  delegate
• 6:06
  so
• 6:07
  you
• 6:07
  can
• 6:07
  get
• 6:07
  more
• 6:07
  done.
• 6:08
  It
• 6:08
  feels
• 6:08
  professional,
• 6:09
  kind
• 6:09
  of
• 6:09
  injects
• 6:10
  you
• 6:10
  with
• 6:10
  some
• 6:10
  confidence.
• 6:11
  You
• 6:11
  have
• 6:11
  maybe
• 6:11
  a
• 6:11
  freelancer
• 6:12
  now
• 6:12
  or
• 6:12
  an
• 6:12
  employee,
• 6:13
  but
• 6:14
  the
• 6:14
  cost
• 6:14
  is
• 6:15
  it's
• 6:15
  expensive.
• 6:15
  Cost
• 6:16
  money
• 6:16
  that
• 6:16
  you
• 6:16
  might
• 6:16
  not
• 6:17
  have
• 6:17
  at
• 6:17
  the
• 6:17
  beginning
• 6:17
  takes
• 6:18
  time
• 6:18
  and
• 6:18
  energy
• 6:18
  to
• 6:19
  train
• 6:19
  and
• 6:19
  manage
• 6:19
  this
• 6:19
  person.
• 6:20
  You
• 6:21
  may
• 6:21
  not
• 6:21
  actually
• 6:21
  really
• 6:22
  need
• 6:22
  them
• 6:22
  yet
• 6:22
  if
• 6:22
  you
• 6:22
  have
• 6:23
  more
• 6:23
  time
• 6:23
  than
• 6:23
  money.
• 6:24
  Okay,
• 6:24
  so
• 6:24
  cost
• 6:25
  benefit.
• 6:26
  Another
• 6:26
  example
• 6:26
  would
• 6:27
  be
• 6:27
  running
• 6:28
  paid
• 6:28
  ads.
• 6:29
  The
• 6:29
  benefit
• 6:29
  would
• 6:29
  be
• 6:30
  really
• 6:30
  quick
• 6:31
  lead
• 6:31
  generation.
• 6:31
  It's
• 6:32
  done
• 6:32
  for
• 6:32
  you.
• 6:32
  They're
• 6:32
  bringing
• 6:33
  leads
• 6:33
  in
• 6:33
  for
• 6:33
  you,
• 6:33
  just
• 6:33
  pay
• 6:34
  money.
• 6:34
  But
• 6:34
  again,
• 6:34
  the
• 6:35
  cost,
• 6:35
  it's
• 6:35
  a
• 6:35
  financial
• 6:36
  risk.
• 6:36
  Am
• 6:36
  I
• 6:36
  gonna
• 6:36
  get
• 6:37
  these
• 6:37
  leads
• 6:37
  when
• 6:37
  I
• 6:37
  give
• 6:38
  'em
• 6:38
  the
• 6:38
  money?
• 6:39
  you
• 6:39
  might
• 6:39
  not
• 6:39
  be
• 6:39
  developing
• 6:40
  the
• 6:40
  organic
• 6:40
  skills
• 6:41
  you
• 6:41
  need
• 6:41
  of
• 6:41
  getting
• 6:41
  leads.
• 6:42
  You
• 6:42
  might
• 6:43
  waste
• 6:43
  that
• 6:43
  money.
• 6:44
  Okay,
• 6:44
  so
• 6:45
  which
• 6:45
  one
• 6:45
  do
• 6:45
  you
• 6:45
  want?
• 6:46
  In
• 6:46
  the
• 6:46
  end,
• 6:46
  it
• 6:46
  all
• 6:46
  boils
• 6:47
  down
• 6:47
  to
• 6:47
  one
• 6:48
  very
• 6:48
  empowering
• 6:49
  truth.
• 6:49
  There
• 6:50
  is
• 6:50
  no
• 6:50
  risk-free
• 6:51
  path.
• 6:51
  You
• 6:52
  get
• 6:52
  to
• 6:52
  choose
• 6:53
  yours.
• 6:54
  The
• 6:54
  key
• 6:54
  is
• 6:54
  to
• 6:54
  see
• 6:54
  both
• 6:55
  sides
• 6:55
  clearly.
• 6:55
  Ask
• 6:56
  yourself,
• 6:56
  once
• 6:56
  again,
• 6:57
  What's
• 6:57
  the
• 6:57
  benefit,
• 6:58
  what's
• 6:58
  the
• 6:58
  cost,
• 6:58
  and
• 6:58
  am
• 6:58
  I
• 6:58
  willing
• 6:59
  to
• 6:59
  pay
• 6:59
  it?
• 7:00
  Make
• 7:00
  a
• 7:00
  decision
• 7:00
  and
• 7:01
  own
• 7:01
  that
• 7:01
  decision
• 7:02
  and
• 7:02
  then
• 7:02
  move
• 7:03
  forward
• 7:03
  knowing
• 7:04
  that
• 7:04
  you
• 7:04
  chose
• 7:05
  that
• 7:05
  price,
• 7:05
  that
• 7:05
  was
• 7:05
  the
• 7:05
  price
• 7:06
  you
• 7:06
  were
• 7:06
  willing
• 7:06
  to
• 7:06
  pay.
• 7:07
  Lemme
• 7:07
  give
• 7:07
  you
• 7:07
  a
• 7:07
  personal
• 7:07
  example.
• 7:08
  Earlier
• 7:09
  this
• 7:09
  year,
• 7:09
  I
• 7:09
  found
• 7:10
  out
• 7:10
  that
• 7:10
  a
• 7:10
  coach
• 7:10
  that
• 7:10
  I'd
• 7:11
  been
• 7:11
  following
• 7:11
  had
• 7:12
  an
• 7:12
  amazing.
• 7:13
  Group
• 7:13
  coaching
• 7:13
  program
• 7:14
  they
• 7:14
  were
• 7:14
  putting
• 7:14
  out
• 7:14
  and
• 7:15
  I
• 7:15
  was
• 7:15
  really
• 7:15
  interested
• 7:16
  in
• 7:16
  it
• 7:16
  and
• 7:16
  I
• 7:16
  immediately
• 7:17
  knew
• 7:17
  it
• 7:17
  was
• 7:17
  the
• 7:17
  right
• 7:18
  choice
• 7:18
  for
• 7:18
  me.
• 7:19
  It
• 7:19
  was
• 7:19
  expensive,
• 7:20
  it
• 7:20
  was
• 7:20
  gonna
• 7:20
  take
• 7:21
  the
• 7:21
  entire
• 7:21
  year,
• 7:21
  but
• 7:22
  I
• 7:22
  knew
• 7:22
  that
• 7:22
  the
• 7:22
  benefits
• 7:22
  far
• 7:23
  outweighed
• 7:24
  the
• 7:24
  costs
• 7:24
  that
• 7:24
  were
• 7:24
  going
• 7:25
  to
• 7:25
  be
• 7:25
  required
• 7:25
  of
• 7:25
  me
• 7:26
  and
• 7:26
  I,
• 7:26
  it
• 7:26
  was
• 7:26
  an
• 7:26
  easy
• 7:26
  yes.
• 7:27
  Not
• 7:28
  every
• 7:28
  decision
• 7:28
  has
• 7:28
  been
• 7:28
  an
• 7:29
  easy
• 7:29
  yes.
• 7:29
  Like
• 7:29
  that
• 7:30
  one
• 7:30
  that
• 7:30
  was
• 7:30
  a
• 7:30
  little
• 7:30
  bit
• 7:30
  harder
• 7:31
  for
• 7:31
  me
• 7:31
  was
• 7:31
  growing
• 7:31
  my
• 7:32
  YouTube
• 7:32
  channel.
• 7:32
  I
• 7:32
  knew
• 7:33
  it
• 7:33
  was
• 7:33
  gonna
• 7:33
  take
• 7:33
  time
• 7:34
  and
• 7:34
  effort
• 7:34
  and
• 7:35
  a
• 7:35
  lot
• 7:35
  of
• 7:35
  sacrifice
• 7:35
  on
• 7:35
  my
• 7:36
  part
• 7:36
  and.
• 7:37
  Was
• 7:37
  it
• 7:37
  gonna
• 7:37
  pay
• 7:37
  off?
• 7:38
  Maybe,
• 7:38
  maybe
• 7:38
  not.
• 7:39
  Kind
• 7:39
  of
• 7:39
  a
• 7:39
  bit
• 7:39
  of
• 7:39
  a
• 7:40
  gamble,
• 7:40
  right?
• 7:40
  So
• 7:41
  that
• 7:41
  was
• 7:41
  a
• 7:41
  little
• 7:41
  bit
• 7:41
  harder
• 7:41
  for
• 7:41
  me.
• 7:42
  I
• 7:42
  decided
• 7:42
  to
• 7:42
  go
• 7:42
  for
• 7:43
  it
• 7:43
  because
• 7:43
  it
• 7:43
  felt
• 7:43
  like
• 7:44
  the
• 7:44
  potential
• 7:44
  benefits
• 7:44
  were
• 7:45
  going
• 7:45
  to
• 7:45
  be
• 7:45
  way
• 7:45
  higher
• 7:46
  than
• 7:46
  the
• 7:46
  costs.
• 7:47
  So
• 7:47
  you
• 7:47
  get
• 7:47
  to
• 7:47
  just
• 7:47
  decide
• 7:48
  which
• 7:48
  cons
• 7:49
  or
• 7:49
  costs
• 7:49
  are
• 7:49
  you
• 7:49
  willing
• 7:50
  to
• 7:50
  pay
• 7:50
  for
• 7:50
  based
• 7:51
  on
• 7:51
  the
• 7:51
  benefit
• 7:52
  you
• 7:52
  get?
• 7:52
  It
• 7:52
  is
• 7:53
  especially
• 7:53
  hard
• 7:53
  if
• 7:53
  you
• 7:53
  don't
• 7:54
  know
• 7:54
  if
• 7:55
  those
• 7:55
  benefits
• 7:55
  aren't
• 7:55
  guaranteed,
• 7:56
  which
• 7:56
  is
• 7:56
  kind
• 7:56
  of
• 7:56
  like
• 7:56
  life
• 7:57
  in
• 7:57
  general.
• 7:57
  None
• 7:57
  of
• 7:57
  the
• 7:57
  benefits
• 7:58
  are
• 7:58
  guaranteed.
• 7:58
  We
• 7:58
  get
• 7:59
  to
• 7:59
  just
• 7:59
  go
• 7:59
  on
• 7:59
  faith.
• 8:00
  Now
• 8:01
  when
• 8:01
  you
• 8:01
  own
• 8:02
  your
• 8:02
  decisions,
• 8:03
  you
• 8:03
  become
• 8:04
  a
• 8:04
  true
• 8:05
  CEO.
• 8:05
  Here's
• 8:06
  a
• 8:06
  spoiler
• 8:06
  alert.
• 8:07
  No,
• 8:07
  CEO
• 8:08
  really
• 8:08
  knows
• 8:08
  what
• 8:08
  they
• 8:08
  are
• 8:08
  doing.
• 8:09
  Maybe
• 8:09
  the
• 8:09
  ones
• 8:09
  that
• 8:10
  have
• 8:10
  been
• 8:10
  working
• 8:10
  for
• 8:10
  30,
• 8:10
  40
• 8:11
  years
• 8:11
  in
• 8:11
  the
• 8:11
  same
• 8:11
  position
• 8:12
  are
• 8:12
  starting
• 8:12
  to
• 8:12
  feel
• 8:13
  pretty
• 8:13
  comfortable
• 8:13
  in
• 8:13
  what
• 8:14
  they're
• 8:14
  doing.
• 8:14
  But
• 8:14
  when
• 8:14
  they
• 8:14
  start
• 8:14
  out,
• 8:15
  they
• 8:15
  don't
• 8:15
  know.
• 8:15
  They
• 8:16
  just
• 8:16
  have
• 8:16
  to
• 8:16
  take
• 8:16
  this
• 8:16
  framework,
• 8:17
  this
• 8:17
  decision
• 8:17
  making
• 8:17
  framework
• 8:18
  and
• 8:18
  keep
• 8:19
  making
• 8:19
  the
• 8:19
  decision,
• 8:20
  but
• 8:20
  owning
• 8:21
  those
• 8:21
  decisions.
• 8:21
  Even
• 8:22
  if
• 8:22
  shortly
• 8:23
  after
• 8:23
  making
• 8:23
  the
• 8:23
  decision,
• 8:23
  you
• 8:23
  can
• 8:24
  tell,
• 8:24
  oh,
• 8:24
  this
• 8:24
  isn't
• 8:24
  gonna
• 8:25
  pan
• 8:25
  out
• 8:25
  as
• 8:25
  expected.
• 8:26
  That
• 8:26
  is
• 8:26
  what
• 8:26
  a
• 8:26
  true
• 8:26
  CEO
• 8:27
  does.
• 8:27
  Okay,
• 8:28
  as
• 8:28
  true
• 8:28
  CEO
• 8:29
  level
• 8:29
  thinking
• 8:30
  every
• 8:30
  decision
• 8:30
  has
• 8:31
  a
• 8:31
  benefit
• 8:31
  and
• 8:31
  a
• 8:31
  cost,
• 8:32
  and
• 8:32
  stop
• 8:33
  looking
• 8:33
  for
• 8:33
  that
• 8:33
  perfect
• 8:34
  option.
• 8:34
  It
• 8:34
  does
• 8:35
  not
• 8:35
  exist.
• 8:35
  Instead,
• 8:36
  start
• 8:37
  choosing
• 8:37
  which
• 8:37
  price
• 8:38
  you're
• 8:38
  willing
• 8:39
  to
• 8:39
  pay.
• 8:40
  That
• 8:40
  is
• 8:40
  where
• 8:40
  the
• 8:40
  success
• 8:41
  comes.
• 8:41
  Thanks
• 8:41
  so
• 8:41
  much
• 8:42
  for
• 8:42
  being
• 8:42
  here,
• 8:42
  friends.
• 8:42
  Talk
• 8:43
  to
• 8:43
  you
• 8:43
  next
• 8:43
  week.
• 8:46
  Are
• 8:46
  you
• 8:46
  ready
• 8:46
  to
• 8:46
  start
• 8:47
  or
• 8:47
  grow
• 8:47
  your
• 8:47
  dream
• 8:47
  business?
• 8:48
  Click
• 8:48
  the
• 8:48
  link
• 8:49
  in
• 8:49
  the
• 8:49
  show
• 8:49
  notes
• 8:49
  to
• 8:49
  download
• 8:50
  the
• 8:50
  free
• 8:50
  starter
• 8:50
  guide
• 8:51
  to
• 8:51
  building
• 8:51
  a
• 8:51
  business
• 8:52
  or
• 8:52
  to
• 8:52
  schedule
• 8:52
  a
• 8:52
  free
• 8:53
  coaching
• 8:53
  call
• 8:53
  with
• 8:53
  me.
• 8:54
  And
• 8:54
  if
• 8:54
  you
• 8:54
  loved
• 8:55
  this
• 8:55
  episode.
• 8:55
  Don't
• 8:56
  forget
• 8:56
  to
• 8:56
  leave
• 8:56
  a
• 8:56
  review
• 8:56
  and
• 8:57
  share
• 8:57
  it
• 8:57
  with
• 8:57
  a
• 8:57
  friend
• 8:58
  who
• 8:58
  might
• 8:58
  be
• 8:58
  feeling
• 8:58
  the
• 8:58
  call
• 8:59
  to
• 8:59
  burn
• 9:00
  a
• 9:00
  little
• 9:00
  brighter.