Latest / Success Story with Scott Clary / Gary Lipovetsky - Co-Founder of Valeria Inc. & Creator Method | How One Creator Brand Reaches 100 Million People Every Month

Transcript

Gary Lipovetsky - Co-Founder of Valeria Inc. & Creator Method | How One Creator Brand Reaches 100 Million People Every Month · Success Story with Scott Clary

• 0:00
  You can be as successful as you can be.
• 0:01
  You can be have unlimited wealth.
• 0:04
  If your kids as adults don't like you, you failed.
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  All of the entrepreneurs who are listening to this early stage, later stage, don't your relationship with your kids because all the money in the world won't matter.
• 0:15
  You will be a failure and you'll feel like a failure if you don't have a relationship with your kids.
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  Today's guest is Gary Lipovetsky, a serial entrepreneur, creator, and business strategist, and the co-founder of Creator Method and Valeria Inc.
• 0:27
  He has built and scaled multiple digital businesses.
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  He's also known for his work in creator marketing and personal branding.
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  Today, we're talking about entrepreneurship, building online businesses, and what it takes to stay ahead in the creator economy.
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  So how do you not get derailed as a creator when there's so much stress that comes from being an entrepreneur?
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  When I'm in a good flow state and I have a lot of creative ideas coming to me, I try to make as much content as possible.
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  I triple down on the days that I feel good and I forgive myself on the days that I can't create.
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  My fitness pal is a success story partner.
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  Now there's this thing that happens when you start paying attention to what you eat.
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  And I think we can all agree that we want to care about our health and our wellness and our nutrition.
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  But more often than not, we just kind of think we eat clean.
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  We think we eat healthy, but we're not really, really paying attention to every single meal that we eat.
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  and what makes up every single meal.
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  But just by paying attention and starting to log and track what you eat, you start making better choices without really trying.
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  And that surprised me because when I first started using the MyFitnessPal app, and I've been using it for a while now, it's a nutrition tracking app, and I started logging what I was eating, it started showing me my macros, which means how much protein, carbs, and fats I was getting.
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  And then I started to understand why some days I felt good, high energy.
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  Some days I felt like garbage because those three things, proteins, carbs, fats, that's what your food is made out of.
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  And the balance between them affects everything.
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  So my fitness pal app truly changed my life when it came to managing my food, which managed and helped everything else.
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  Now, on the premium version of the app, it breaks down those numbers by meal.
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  So I'm not just seeing one calorie number for the day.
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  I can see what's happening at breakfast versus lunch versus dinner, where my protein actually lands, whether I'm eating enough earlier in the day or piling everything on at night.
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  And all of a sudden,
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  When I'm crashing at 3, 4 p.m., well, I can take a look and see it's not so surprising anymore based on what I ate or what I didn't eat.
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  So that's what I mean when I say that MyFitnessPal is a great app for awareness.
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  It's not obsessive.
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  It's not stressful.
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  It's not time consuming.
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  It's actually the opposite.
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  Guessing is stressful.
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  When you have all the information, the food you eat, your nutrition becomes way easier to keep up with.
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  Also, a lot of people stress out that logging food is going to be very time consuming.
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  It's not.
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  And if it was annoying, I'd stop.
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  But what I love about the app is that they've made it super, super simple.
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  They've removed all friction in food logging, right?
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  They have the largest food database out there.
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  So whatever I'm eating is already in it.
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  I can voice logs.
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  I can just say what I'm eating.
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  They have a barcode scanner that handles all the package stuff.
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  They have a tool called meal scan, which lets me point my camera at my plate and it breaks down all the macros and then logs it for breakfast, lunch, dinner, whatever.
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  And the app remembers my regular meals.
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  And I'm really just in and out of the app in seconds.
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  And on top of that, it connects with over 40 fitness apps and wearables.
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  So my workouts, my nutrition, they're all in one place.
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  See, food is the foundation of everything.
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  your energy, your sleep, your weight, your recovery, your performance, at work, at home.
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  And I really believe that when you start to pay attention to what you eat, every single part of your life improves.
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  And to be honest, for me, it's the most useful tool because when I see the information, when I see what I'm eating,
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  and I feel the effects of having good nutrition and good food at the right time, the decisions on what to eat become obvious.
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  Not because someone told me to eat better, it's because I have the data.
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  And the data makes it super, super easy to stay on track.
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  So please do yourself a favor, go to podcast.myfitnesspal.com and use code SCOTT.
• 4:03
  That's S-C-O-T-T, all uppercase letters, for 15% off MyFitnessPal Premium.
• 4:08
  That is podcast.myfitnesspal.com, code SCOTT for 15% off.
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  My Fitness Pal Premium.
• 4:20
  Thank you for coming back, dude.
• 4:22
  This has been, what, a year?
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  Has it been a year?
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  About a year since you came on last time.
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  It's been a while, but I've been looking forward to coming back since the last time I was here, but I figured coming back too often probably wouldn't be okay.
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  But I'm glad that I'm here now.
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  I am too.
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  I am too.
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  So last time we spoke about...
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  What did we speak about last time?
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  Greater economy.
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  We spoke about moving down from Toronto.
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  Um, I think we spoke a little bit about your background and where you came from.
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  And if people want all that stuff, they can go back to the first Gary episode.
• 4:53
  Yes, they can definitely go back.
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  But I want to mention something before you continue.
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  And I don't want to, I don't want to hijack stuff, but I want to say that I want to tell you, I want to give you a compliment and tell you that your shit got really nice.
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  And what I mean by that specifically is that your shit was always nice.
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  And I'm talking about your professional shit, like the stuff that you do.
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  It was always nice, but even in the last year, I have seen such a massive growth and improvement in kind of everything that I look at when I'm assessing the quality of a personal brand.
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  So I just wanted to mention that to you.
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  Obviously, your numbers have gone up in terms of your audience size, but just like,
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  you're just the quality of everything you do has just increased tremendously.
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  So I just wanted to give you that compliment and that feedback.
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  I think that it's so hard to, you probably understand this.
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  You're hard on yourself as a content creator.
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  I'm super hard on myself and I never think anything is good enough.
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  Um,
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  I don't know.
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  Gina said the same thing.
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  She said, I really liked your content lately.
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  But I can't objectively say what the thing was that I changed.
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  It's just like these small little improvements over time.
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  Yeah, I think you're being too micro.
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  I think the things that have changed are you.
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  I think you've just gotten more, you've gotten better at it.
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  It's like a rapper, you know what I mean?
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  Like when rappers, the more music they create, the better they become.
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  And so you're just putting out more, you're just getting better at your craft.
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  I just, I see it.
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  And I'm not saying that you were like, you sucked before.
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  You never sucked.
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  You were good from day one, but I'm saying like you're exponentially better than you were even a year ago.
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  And so that's, that's you putting in the reps, putting in the effort, iterating.
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  So yeah, I think it's just a beautiful thing.
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  I think that too many people, they don't actually...
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  Pause for a second, especially creators, because creators, like your whole identity is wrapped up in your business.
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  Probably more than even some entrepreneurs that, you know, their identity is in their business, but like the product is there and they're the founder.
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  It's not like this.
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  It's not the same.
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  Right.
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  But if you're a creator, your product is you.
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  You are the product.
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  Yeah.
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  But you've also done a lot of personal improvements, too.
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  Like you've gotten way fitter than you were before, which is like a huge thing.
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  I noticed that.
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  I was 250.
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  And now I'm 210.
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  Yeah, but that's crazy.
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  But you're not like a skinny 210.
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  You're like, you also kept your muscle mass up.
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  Yeah.
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  Which, by the way, I have a crazy story about that for myself, about something that recently happened to me, which was like super traumatic and life-changing that completely changed everything for me.
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  But before I tell you that, if you're interested in it...
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  I also want to tell you that you make people look really good here.
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  And I don't just mean, I definitely mean the conversations you have.
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  You really draw out a lot of the real quality from people.
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  But I'm just saying like aesthetically, whatever you're doing with these cameras, I'm looking back at our old episode.
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  You look good.
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  You know what?
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  I'm a lot, I feel like I'm a lot more handsome when I'm here than probably anywhere else on the planet.
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  So whatever you've done with the lighting and the cameras, keep doing it because I feel like a supermodel after I leave this place.
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  Appreciate you, man.
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  This is why I bring you back once a year to- Yeah.
• 7:58
  Yeah.
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  But what I was saying was so many creators, because their identity is wrapped up in their business, it'd be very healthy for them to just pause for a second and look at their content a year ago and see how far they've come.
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  And I'm saying that and I don't even do it myself.
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  because you notice it, because you see so much content, and every once in a while you sort of drop in, you check out how Scott's doing, check out his content, and then you're living your own life like everybody is, and then you see another couple months go by.
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  But the creator, they can't pay attention to the progress.
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  They don't see it.
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  I don't think a lot of creators understand how far they've come.
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  I think you're right.
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  Look, I think that you may not see it because you're like the typical type A achieve, achieve, achieve guy.
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  Ever since I've known you, that's how you've been.
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  Um, I noticed myself getting better at stuff.
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  So like I, for me, my biggest challenge is delivering monologues on reels, like the yapping videos or whatever the kids are calling it these days.
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  Those are the most challenging things for me.
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  To me, the easiest thing to do is shit like this, where I'm talking to another person and I'm getting feedback in real time through a conversation.
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  And I've been really getting, I've been really enjoying stages as well.
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  I've been doing a lot of like, just from our own community for with creator method and you know, some of the work that I've been doing, I'm in, you know, I'm, I'm doing more
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  It's funny because that I'm good with.
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  This I'm good with.
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  If I have to do this, it's unnatural.
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  It makes me nervous.
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  And I have to force it.
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  And I have to do like 100 takes.
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  But I am getting better, to your point.
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  I'm feeling progress in that too.
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  Because everything is a muscle.
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  Yeah.
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  Like those yapping videos, it's a muscle.
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  Doing interviews, it's a muscle.
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  Coming up with clever questions, coming up with these concise, smart thoughts that every word means something in that 45-second reel, whatever.
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  It's a muscle.
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  Speaking on stage is a muscle.
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  So I think that I notice when...
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  I notice when I lose my words, when I feel like I'm tired, I can't pull the right idea, the right thought.
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  And that's frustrating to me because
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  Like I know what my, my, my good looks like and, and what my baseline is.
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  But now I'm aware of when I'm not showing up, when I'm not being a hundred percent of my best, like a year ago, I wasn't even aware when I wasn't good.
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  So how do you, how do you improve on that?
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  How do you get yourself ready for like showtime when you're either in front of the camera on your own or whether you're doing an interview or you're on a stage, how do you prepare for yourself?
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  How do you prepare yourself?
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  I think a lot of the screw ups that creators make is because they're, they are overthinking what they're, what they're doing.
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  So when I, when I perform well on stage, when I have, you know, this really sharp idea and I can do a 45 second reel with, you know, you know, one and done one shot done one take.
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  When I have a podcast and, and.
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  I like where the conversation is going and the questions are hitting.
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  It's because I'm not in my own head about it.
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  And I'm not stressed about performing.
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  It's almost like the best way I can describe how creators should be, like the headspace they should get to, is they should be as calm and as relaxed as if they're having a conversation with a friend without the cameras on.
• 11:19
  Yeah.
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  Because when you have conversations without the cameras on, you're sharp, you're smart, like you have all these great ideas and you can teach and you can do all the stuff that creators have to do, but you aren't stressed about performance.
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  So if you can get there without the cameras being on, while the cameras are on or while you're on stage or while you're pressing record, if you can get to that space, then I think most people would actually be fine.
• 11:42
  Yeah, I think you're right.
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  I think that also when it comes to what you do, one of the things that I would recommend people before they get on a podcast, and that's why doing your podcast has been my favorite, because you and I are actually buddies.
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  And so what I find is that the conversation, especially like I really studied the last time I was on this podcast, and I asked myself, I felt like I was the most natural that I've ever been on camera is when I had my podcast with you.
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  And that's because you and I have known each other for a couple of years.
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  We're friends.
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  We have a rapport.
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  Um, we've hung out with like the four of us with our wives, like they have a rapport and so that's helped a lot.
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  So I think what I would recommend for anybody is if you're about to go on a podcast and people get invited or people like go and hang out with the person, even like try to build some rapport beforehand.
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  I think that really helps.
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  It makes people relaxed.
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  I also think that what actually screws people over like is say they're on stage or say they're doing a podcast.
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  they say something they don't like and then in real time they're thinking about it while still trying to present.
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  So anything that doesn't go right, you got to get that shit out of your head as quick as possible.
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  And then you just got to keep going.
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  Yeah.
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  I think the other thing.
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  I see people unravel in real time.
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  Yeah.
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  I've done it myself.
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  I think, look, I think that now I'm about to unravel too, because I forgot what I was going to say.
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  Yeah.
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  It's the preparation, right?
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  So,
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  I believe that people underestimate the amount of preparation needed.
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  Because if you look at a professional athlete, right, a professional athlete will go and they may only, they will train for like hours, weeks, months, years to play a game where they're only going to be playing for 15 minutes or 20 minutes.
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  I don't know the exact timing, but they'll only be playing for a few minutes.
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  But to get to that point, like look at a boxer, right?
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  A boxer is a better example because it's an individual.
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  to go and fight and that fight will be a 15 to 20 minute fight.
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  Right.
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  But they're training for months to get there.
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  So where I believe creators drop the ball is in their daily routines.
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  And that's what I'm noticing.
• 13:44
  Right.
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  So sleep, nutrition, exercise, um, you know, reducing stress levels, um, therapy if they needed counseling.
• 13:52
  Right.
• 13:53
  I like as an example, Valeria and I like how, and how we prepare not only for being on camera, but just like our lives in general.
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  I'm a big believer in coaching.
• 14:01
  We just hired a coach.
• 14:02
  Get this.
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  Look how specific this is.
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  This is a coach who coaches married couples who run a business together.
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  That's how specific, right?
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  So she's coming in and she's simultaneously looking at my dynamic with Valeria and she's assessing how does that dynamic then apply to how we run our businesses, right?
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  So it's like, yeah, in general, I think the preparation that people do before they get on stage is...
• 14:27
  like the coaching, like anything else, that's what people are underestimating.
• 14:31
  I agree.
• 14:32
  Like tonight, sorry, I don't mean to interrupt you.
• 14:34
  One last thing, like I saw I got this whoop thing.
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  I just started wearing it like three days ago.
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  And whenever I'd look at people, I'd be like, those are those people, right?
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  The other people who wear these devices and are tracking, you know.
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  But what I realized is even coming here, I wanted to be mentally prepared.
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  So I'm like, okay, like I'm going to make sure I get a sufficient amount of sleep.
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  And so this helps me kind of measure that.
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  Or I'm going to make sure that my nutrition is, you know, maybe I dial it up by 10% from its baseline, knowing that I'm coming, I'm going to come in here so I can be more cognitive when I'm speaking with you.
• 15:04
  But it's all of it.
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  So it's all, it's all.
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  And like, you know, you're, you're talking about preparation.
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  So.
• 15:11
  I think that.
• 15:13
  I think that the fallacy creators have is like they look at somebody who's on stage or on a podcast and they feel like it seems so casual and relaxed because of that prep, because they had the good sleep, because they had the good nutrition.
• 15:25
  Like, for example, we're just chatting right now, but I have maybe like 15, 20 questions that if the conversation ever stalls, I could just go right into those.
• 15:34
  And I noticed you put your iPad away too.
• 15:36
  So you're like winging it now.
• 15:37
  Yeah, I'm winging it.
• 15:38
  But I've done this so many times.
• 15:40
  that I can have a conversation about anything with anyone for like 10 hours.
• 15:44
  No, it's amazing.
• 15:46
  It's an amazing skill and it probably serves you like socially as well.
• 15:48
  Yeah, it actually does.
• 15:50
  But the same with reels and the yapping videos.
• 15:52
  If you do enough of those, like you know how to have a really complex thought and rein it in to 45 seconds.
• 15:59
  But the first time you do it, you're going to be like, why do I suck at this?
• 16:02
  Why am I stumbling over my words?
• 16:03
  Why am I talking for four minutes?
• 16:04
  So...
• 16:06
  There's another concept that I want to talk about really quickly.
• 16:08
  I want to at least bring it up.
• 16:09
  And I think that a lot of creators, I have to stop saying, I think, and I actually, I coach Valeria because she's, it is because she's saying, I think, and then she goes into her and I believe that creators should have a, like, they should have more certainty because, and I see that top people doing it.
• 16:24
  Like I've seen, I've heard, I think Charlie Kirk said it, you know, when he was alive, obviously.
• 16:28
  He said it.
• 16:29
  I've heard presidents say it.
• 16:31
  I think, I think.
• 16:32
  I believe that people should be more certain.
• 16:34
  So I have a belief.
• 16:36
  When you say, I think, you're almost implying that I'm not certain, but this is kind of what I think.
• 16:40
  Whereas my belief is, I believe that.
• 16:44
  And that's more certainty.
• 16:45
  And that's something that I've noticed on my own.
• 16:47
  And I catch myself saying, I think...
• 16:50
  Whereas I believe, or ignore them completely and say what you want to say.
• 16:54
  So what I was about to say is there are many creators who are literally running on youth.
• 16:59
  And let me elaborate.
• 17:00
  This is something I just came up with.
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  I've followed Shelby Sapp as an example.
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  She's great.
• 17:06
  You know, she's great.
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  She's 25 years old.
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  When she hits that stage, it's electric.
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  Like she has the attention.
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  She doesn't stumble on her words.
• 17:14
  She delivers everything, you know, in a perfect way.
• 17:18
  That I think part, I mean, she's obviously very talented and she trains and she works really hard, but part of the advantage that she has is youth.
• 17:25
  So youth in terms of her cognitive ability and her ability to train.
• 17:28
  Like when someone is young, like man or woman, when they train, their bodies become stronger faster.
• 17:34
  They maintain their health in an, you know, easier.
• 17:37
  They don't have to do as much work as somebody my age who's in my fifties.
• 17:40
  So...
• 17:41
  For creators who are young and in their 20s and even 30s and beyond, they have to take advantage of their ability to run on youth.
• 17:49
  And they will multiply what they can do because they not only have the youth as this very strong natural foundation that God has given all of us when we start our lives.
• 17:58
  At some point.
• 17:59
  At some point, you know, before they have to, there's going to be a transition when
• 18:05
  they won't be able to rely on that anymore.
• 18:07
  So like for me, I feel I'm as cognitive as 25 year olds, but am I as high performing as a 25 year old who takes care of their health as much as I do?
• 18:16
  No, because they have the added advantage.
• 18:18
  Well, it's extra energy.
• 18:21
  A shitty schedule doesn't affect you as much when you're 25.
• 18:25
  Like if I didn't sleep when I was 25, I'd be fine.
• 18:28
  Now I'm like, I'm out of it.
• 18:30
  How old are you now?
• 18:31
  I'm 36.
• 18:32
  A little bit older.
• 18:33
  You're still young, my friend.
• 18:34
  I'm a solid 17 years older than you.
• 18:35
  The other thing about youth, it's not just the energy.
• 18:38
  I was interviewing Ronan Harari, who's the founder of Spin Master, co-founder of Spin Master, and he wrote a book called No Experience Necessary.
• 18:46
  And the whole premise is when you have no experience, you don't have this weight on you about what could happen, what if it goes wrong, this isn't the way you do it.
• 18:58
  So when you're young, it's this beautiful ignorance.
• 19:03
  So you just do anything and you take anything on and you don't stress about it.
• 19:08
  And if more adults acted like that, but they can't because you have 20 years of experience and all these stresses about what if this goes wrong based on all the stuff that I've ever experienced in life.
• 19:21
  So it's not an easy message for an older creator or older anyone, older entrepreneur trying to take a risk, but you have to ignore adults.
• 19:30
  like your own thoughts.
• 19:32
  I think, I believe, um, that business people, creators, just people in general who need to accomplish something.
• 19:40
  I agree that there are definitely massive advantages to being young besides the physical that I just talked about, but also this beautiful ignorance that I remember very fondly from my youth.
• 19:49
  Um,
• 19:50
  But I do believe that it gets exchanged for something that is also very valuable, and that is experience.
• 19:58
  But that experience needs to come with the discipline and control to be able to leverage it.
• 20:04
  And for me, even like a year ago, I think I was in a lot less control of just my mental state than I am now.
• 20:21
  and consciously exercising agency over yourself and over your mind and what you allow to bother you, what you allow to stress you.
• 20:32
  As an example, I have kids and some things make kids drive me nuts and they are my best coaches because for me, if I react every time they do something that's inappropriate where I have to correct their behavior because I'm trying to help them,
• 20:49
  Right.
• 20:49
  Like literally a drive to school in the morning.
• 20:51
  It's like a, you know, 15, 20 minute drive to school.
• 20:53
  And I drive the most mornings.
• 20:55
  I drove them this morning and I realized how in control of my life I am because of those drives, because I can let those drives ruin my day because they'll start fighting with each other.
• 21:06
  They'll start bickering, which children often do.
• 21:08
  Um, or they'll say something inappropriate and I have to correct it.
• 21:12
  I can choose to let that ruin my day.
• 21:15
  Or I can choose to, which I've been doing as of recently, which has really changed a lot for me.
• 21:18
  I can choose to use that as a lesson to them to help prepare them for later in life.
• 21:23
  And I can use that as a way to actually bond with them, which is really cool.
• 21:27
  That's a reframe.
• 21:28
  It doesn't let that drive stress you out and ruin your whole day.
• 21:31
  Correct.
• 21:32
  Correct.
• 21:32
  Whereas before it was always like a crapshoot, meaning if I'm driving my kids to school, if they didn't sleep well, if their nutrition wasn't on point, if something's bothering them, um, that would affect me because I would get frustrated and then that would have a negative effect on my relationship with them.
• 21:49
  Now I leverage and use my own agency and the own, my own control I have over my emotional responses and my mind in general.
• 21:57
  And I fixed that situation.
• 21:59
  Like I not fix, I, I respond in a way that's far more appropriate in helping them and into helping my bond with them.
• 22:07
  And then I leave that drop off.
• 22:10
  on my way, like I came straight from there to here.
• 22:13
  I just leave feeling great, like I accomplished something today.
• 22:16
  So I could have either have let that situation piss me off, got me frustrated about my kids, or I could exercise my agency, feel great about having a breakthrough with them in the morning on that 20-minute drive, and then come to you feeling great.
• 22:33
  So I made that choice.
• 22:34
  And that's an evolution that wasn't easy for me to do, but I've done it now, and I feel good about it.
• 22:39
  Now, as somebody who is not 25, a couple things.
• 22:42
  Are you talking about you or me?
• 22:45
  Both, actually.
• 22:46
  Okay.
• 22:47
  So, if you...
• 22:51
  If you understand that the older you get, the more well-networked you are, the more pattern recognition that you've experienced over your life.
• 23:01
  Those two things combined with the, you know, the fact that if you don't let the negative stuff that happens in your life, totally derail you as an older person, you're, it's like a soup, like you, you, you can be incredibly effective at,
• 23:16
  taking on a challenge, starting something new, being a creator, starting a business.
• 23:20
  It's just, you have to use your, you have to play to your strengths.
• 23:23
  And I think that, I think that for, you know, I, I have a couple of friends that are closer to your age than my age, and some of them are still in job.
• 23:33
  They're trying to figure out, you know, what's the next stage of my life going to look like.
• 23:36
  And they get stressed about reinvention at their age, even though they want to, you know,
• 23:42
  post content or they want to start a business be and they because they don't realize all these different things that are their superpowers that a younger version of them wouldn't have had they don't have the network when you're young you don't have all that pattern recognition that allows you to make smarter choices um they just get stressed that they don't have the energy or the time that like uh shelby sap would have if they're starting something new but they can but they can create that energy and which i've recently realized like i've gotten a lot more serious about my health and
• 24:12
  The aesthetic benefits that I'm starting to feel and I start feeling better about myself aesthetically actually pales in comparison to what's happening with me kind of mentally, which are far more like those effects, the mental effects are far more profound in the last, you know, the last little while.
• 24:30
  What I mean is like,
• 24:31
  yes, you can work on your energy and your health and whatnot, but because you're older, you're smarter about every single thing you do.
• 24:39
  So you don't have to spray and pray and just hope that something works out.
• 24:43
  If I'm talking to somebody right now, and I don't think there's enough content that speaks about if you are 50, 55, 60, and you want to start something new, you don't have to match the Shelby SAP.
• 24:58
  That's not the strategy.
• 24:59
  The strategy is not to put unlimited energy towards something and everything and hope that something works out.
• 25:04
  I think it's like you use your lived experience to hyper-target on what you know is going to work, and that's your advantage.
• 25:12
  Yeah.
• 25:13
  You don't take on shit that doesn't benefit you.
• 25:16
  You're smart.
• 25:16
  You have wisdom.
• 25:17
  Yeah.
• 25:18
  I know.
• 25:19
  I don't...
• 25:20
  It's hard to define benefit.
• 25:23
  I think there's different kind of shades of benefit, if you will.
• 25:27
  So to me, I don't tie everything into...
• 25:30
  I think for me, one of the biggest learnings is that ultimately we have a number of different things that we want to accomplish.
• 25:37
  And I think a lot of that is financial, right?
• 25:39
  A lot of that kind of maps back to like direct conversion of dollars attained, which is fine.
• 25:45
  Where I've changed is I realized that...
• 25:49
  It's not just about, okay, I have to do an activity that'll generate dollars.
• 25:53
  It's like, I have to do an activity that'll generate 20 other things before those dollars come in.
• 25:59
  And it's now in the pursuit of those 20 other things.
• 26:01
  So for example, if I meet someone and I think there's a relationship there, I'm not in my mind.
• 26:06
  I no longer, what I did when I was younger, I no longer look at that and think to myself, how will this relationship translate into financial benefit for me?
• 26:14
  Whereas when I was more in survival mode in my 20s,
• 26:18
  That's how I would think of a new relationship, of what can I build from this relationship in order to achieve financial success.
• 26:23
  Now, I look at a relationship and I ask myself, what's the value exchange here?
• 26:28
  What can I provide to this person?
• 26:30
  And what in return will this person provide to me?
• 26:32
  Not necessarily in the form of direct, although that happens a lot too, but now it happens because I'm no longer looking for it and I'm looking at the benefit.
• 26:40
  What information can I get?
• 26:41
  What wisdom can this person impart on me?
• 26:43
  I recently met a gentleman who
• 26:46
  He has, I don't know, probably 10,000 employees.
• 26:49
  And is he a potential client of mine?
• 26:52
  Yeah, he's a potential client of mine, but I'm not even thinking that far.
• 26:55
  I'm thinking, what can I learn from this person on how to improve my own organization, which is clearly much smaller than his?
• 27:01
  That's how the thinking changes.
• 27:03
  So that's wisdom.
• 27:04
  That's understanding that
• 27:07
  In order to achieve your goal, you have to master so many other things that will lead to the achievement of that goal.
• 27:16
  So rather than focusing on the goal, focus on building the person that you need to become to achieve that goal.
• 27:22
  And that's why now when I meet a person who's hyper successful, I'm not thinking how can they become my client.
• 27:27
  It's the furthest thing from my mind.
• 27:30
  I'm thinking, what can I learn from this person to, to improve myself, to become the person who can then achieve the goal that I want to achieve.
• 27:38
  So it's a different, it's a shift in mindset that I believe does come with age.
• 27:43
  The advantage that the youth have now is that when I was in my twenties and thirties and the early part of my forties, there was no social media.
• 27:52
  And so there was no communication, mass global communication at scale.
• 27:58
  that educated me on this.
• 28:00
  Whereas now you can watch an endless amount of creators such as you, such as me, Dan Martell, Gary Vaynerchuk, the list goes on and on and on, you know, um,
• 28:11
  Cody Sanchez is great.
• 28:12
  But you know what I mean?
• 28:13
  And now the youth have the ability to tap into that wisdom if they're paying attention.
• 28:18
  Yeah, but I think you still have to live it.
• 28:20
  I think that as much... You do have to live it.
• 28:23
  I think you have to live it.
• 28:24
  I think that even though there's so much good information out there about how to upskill yourself, how to think long term, I think that the average person still has to live it and experience what it's...
• 28:36
  They have to experience it before they really get...
• 28:40
  why they have to think that way.
• 28:41
  In order to live it, you have to be active.
• 28:42
  You have to actively be, you know...
• 28:44
  I talk to a lot of...
• 28:45
  I don't think somebody...
• 28:46
  Sorry, just like I'm... Maybe this is... Maybe, you know, maybe I'm wrong, but I don't think somebody can just listen to all these, you know, incredible thought leaders online...
• 29:00
  And on Monday, operate with the discretion and diligence and purposefulness that you operate with because you've been on this planet.
• 29:12
  Well, because for me, it's just it's become innate.
• 29:15
  That's what I mean.
• 29:16
  Right.
• 29:17
  I agree with you.
• 29:18
  However, what I'd add to that is that, yes, you do have to live it, but we can't ignore the advantage that young people have now that I didn't have.
• 29:28
  I literally could only learn by trial and error, literally.
• 29:32
  So now when you're adding this entire layer of information delivered to you through an algorithm that'll match whatever you need at that time and contextual by quite frankly professional communicators,
• 29:44
  That's something that I still believe is a massive advantage.
• 29:47
  Now, whether a young person has the wherewithal to apply that to their daily life, that's a different skill set.
• 29:55
  So what I believe is kind of the current gap.
• 29:59
  The information's there.
• 30:01
  All of it.
• 30:02
  How to succeed has now been mapped out by the algorithms, provided by professional communicators who have built amazing, who have achieved whatever it is that anybody wants to achieve.
• 30:11
  If you want to be the best dog groomer in the world, there is literally people who you can follow that will teach you for free to...
• 30:18
  how to be the best dog groomer in the world.
• 30:20
  The question is, is will you apply that knowledge?
• 30:23
  So I think it's the application of it.
• 30:25
  Now what the youth is dealing with is it's a sword that, it's a double-edged sword in the sense that the same platforms and the same mediums that are providing them with all of the information how to win are also the same mediums that are completely distracting them from actually executing against the information that they're learning.
• 30:44
  Pornography is a big problem.
• 30:46
  Forget pornography.
• 30:47
  Knowledge is entertainment.
• 30:49
  And they don't act.
• 30:50
  So I'm working on a book, and we're going through a couple different ideas.
• 30:56
  But the idea we keep landing on, I'm working with an agent, and we're going to be pitching it and putting together a proposal.
• 31:00
  But it's this knowing-doing gap.
• 31:03
  It's this it's this thing where everybody just keeps reading and consuming and listening to the next Gary Vee and Hermosey video and Scott podcast.
• 31:12
  And Gary's, you know, doing a yap in front of his bikes and they're not doing anything with it because.
• 31:18
  Because watching content and reading gives you this dopamine hit and you feel like you're accomplished and you feel like you've lived the thing that the person is talking to you about, but you haven't done shit.
• 31:31
  Like I could watch every single YouTube video on how to create a great podcast and how to ask.
• 31:39
  None of it matters until I do it.
• 31:41
  And then when I'm sitting in front of a guest and I've learned about all these cool little questions to ask, but what if I don't feel comfortable asking them?
• 31:48
  Or what if the guest doesn't respond the right way?
• 31:50
  I got to learn by the, you can read about learning, you can, you can read about learning how to swim as much as you want, but you don't learn how to swim until you jump in the water.
• 31:58
  I see it every day.
• 31:59
  So, you know, with our community, our, our, our, our education and community platform, people, they pay to be members, right?
• 32:07
  And they can attend events and they can, we have multiple weekly Zoom calls and they can come in and they can learn everything there is about content creation.
• 32:16
  They can learn everything about personal brand development.
• 32:19
  They learn about how it applies to their business, how, you know, the connection between personal brand and achieving business goals.
• 32:27
  We can, they can learn everything.
• 32:29
  And there are times when they come to us and say, well, it doesn't work.
• 32:32
  Like, okay, great.
• 32:35
  Tell me more.
• 32:37
  How many pieces of content have you put out in the last week?
• 32:39
  One.
• 32:40
  One.
• 32:41
  Okay.
• 32:41
  You know, have you created a certain funnel to whatever it may be?
• 32:46
  And the answer is always no.
• 32:47
  So yeah, to your point, yeah, there's the difference between acquiring the knowledge and executing on the knowledge.
• 32:51
  So you're right.
• 32:52
  I think that your book is very well-timed.
• 32:54
  It's a book on how to actually do the thing, how to actually execute it.
• 32:58
  Life at the Speed of Play is a success story partner.
• 33:00
  Now this is a book by Mark Pincus, the guy who founded Zynga.
• 33:03
  I've actually had him on the show.
• 33:05
  I met him in person and Reid Hoffman wrote the foreword, calling him one of the best idea people in Silicon Valley.
• 33:11
  The book is Life at the Speed of Play, launch products people love, about 170 pages.
• 33:16
  It's already a national bestseller.
• 33:18
  It's his framework for figuring out whether an idea is actually worth going after before you put serious time and money into it.
• 33:24
  not theory, the way he actually does it.
• 33:26
  And he's repeatedly built successful businesses.
• 33:28
  On top of that, you can read it in a weekend.
• 33:30
  It can change your entire life and give you the right direction if you're an entrepreneur.
• 33:33
  So right now, if you go to getmarksbook.com slash success, you get two copies for $32.
• 33:39
  That's $16 each.
• 33:40
  Mark is paying for the second copy himself because he wants you to give it to somebody, a friend who's been sitting on an idea, someone who needs to push, whoever.
• 33:47
  That's getmarksbook.com slash success.
• 33:50
  Mark with a K, buy one, second one's free.
• 33:53
  My fitness pal is a success story partner.
• 33:55
  Now, a quick story.
• 33:55
  A few weeks ago, I was in the middle of a very heavy recording week.
• 33:58
  So five episodes back to back.
• 34:00
  By Wednesday, I could feel it.
• 34:02
  I felt tired and I pulled up my food log in the My Fitness Pal app and I could see why I felt tired.
• 34:09
  I was heavily under eating.
• 34:11
  I was not keeping up with my meals.
• 34:13
  My macros were all off.
• 34:15
  On weeks like that, staying on top of your fuel and your food and what you eat is the difference between being sharp on episode five and being flat.
• 34:23
  And that's the kind of thing you only catch when you're paying attention.
• 34:26
  And that's why I keep logging every single meal I eat in the MyFitnessPal app.
• 34:30
  It's not because I'm obsessing over numbers.
• 34:32
  It's not because I'm trying to diet.
• 34:34
  Because I'm trying to have an awareness about what I eat in the day.
• 34:38
  And the app makes it so easy to maintain that awareness.
• 34:41
  I can point my camera at a plate with MealScan.
• 34:44
  It'll tell me exactly what I'm eating, all my macronutrients, proteins, fats, carbs.
• 34:48
  There's an intermittent fasting tracker.
• 34:50
  If I want to intermittent fast, it keeps my eating window honest.
• 34:53
  And it all syncs with my watch and all of my fitness apps.
• 34:56
  And it just runs in the background.
• 34:58
  See, food is a foundation for energy, sleep, recovery, performance.
• 35:02
  It is the one input that you cannot skip.
• 35:05
  So do yourself a favor, track what you're eating.
• 35:08
  It'll make you feel better, perform better in everything that you do.
• 35:11
  Go to podcasts.myfitnesspal.com and use code Scott, all uppercase for 50% off MyFitnessPal premium.
• 35:18
  That's podcasts.myfitnesspal.com, code Scott.
• 35:22
  HubSpot is a success story partner.
• 35:24
  Now,
• 35:24
  Every entrepreneur, founder, CEO is listening right now needs to pay attention.
• 35:29
  I have a question for you.
• 35:30
  When a buyer asks AI for a solution or a product that your business sells, does your business come up?
• 35:38
  The answer is that most companies have no idea.
• 35:41
  They don't know if their name shows up in any of the AI tools, chat, perplexity, clod, and by the time they find out, they have lost tons of traffic and tons of deals to someone who did show up.
• 35:55
  HubSpot AEO.
• 35:57
  It helps you show up in those moments with the right answers that your customers and your buyers are looking for when they go type in a question.
• 36:05
  It's before the first click, it's before they fill out some form on your website,
• 36:09
  That is the moment that HubSpot AEO is built for.
• 36:13
  So if you want your company to show up in AI searches when your customer is looking, check out HubSpot.com.
• 36:19
  They are the agentic customer platform for growing businesses.
• 36:23
  So I'm trying to switch it.
• 36:25
  You know, as a content creator, you always have to switch things up, right?
• 36:27
  So I have a long form podcast.
• 36:29
  It does well.
• 36:31
  But I always have to figure out, okay, what's the new kind of content that's going to capture people's attention online?
• 36:35
  I see you experimenting.
• 36:36
  I saw you started doing street interviews recently.
• 36:38
  Yeah.
• 36:38
  But when I start doing street interviews, I don't just do like one.
• 36:43
  I don't just do one.
• 36:44
  I am nuts.
• 36:45
  So I did, how many did we do yesterday?
• 36:47
  Like six, eight yesterday?
• 36:49
  I have three on Sunday.
• 36:51
  I think I did something like 10 last week.
• 36:55
  I'm speaking at a conference.
• 36:57
  Um, next week in Boston and I scraped every speaker who it's, it's, it's unbound.
• 37:03
  It's, it's a HubSpot's conference in Boston every year.
• 37:06
  Scraped every single speaker.
• 37:07
  There's about 150 speakers emailed every single one of them saying, Hey, do you want to do like a 10 minute street interview somewhere around?
• 37:14
  So I have great response.
• 37:16
  I bet.
• 37:17
  Yeah, for sure.
• 37:17
  So I, I mean, like we're doing like Mel Robbins, like it's incredible, but there's about 40 people I'm doing over two days.
• 37:24
  Yeah.
• 37:25
  It's like I'm physically it's going to be exhausting to do 40 street interviews, running all around this little event venue.
• 37:32
  But that's what it takes for me to get good at street interviewing and to understand the questions that people respond to, what to do when you say you're going to do a 10-minute interview and then somebody talks for 20 minutes.
• 37:45
  How do you do this?
• 37:46
  How do you master your craft?
• 37:47
  So I throw myself into the deep end in the most extreme way.
• 37:52
  And then on the other side of...
• 37:54
  Next week's going to suck.
• 37:55
  Like, it's not going to be fun.
• 37:57
  On top of that, I actually have to speak.
• 37:58
  So I'm going to be exhausted.
• 38:00
  But after doing about 40, 30, 40, I can't, I have to look at the schedule.
• 38:05
  It's nuts.
• 38:05
  30, 40 in two days, I'm going to be exhausted and I'm going to learn so much.
• 38:10
  And then hopefully the week after, like, I'll have this down.
• 38:14
  You just, so thank you for that.
• 38:16
  I agree with you 100%.
• 38:17
  I'm always...
• 38:19
  throwing myself into shit that I'm scared of to do quite frankly, because I, not only are you doing the volume, but I'm sure it's not pleasant for you to do this.
• 38:26
  Like it's, it's, it's like, for me, it would be scary.
• 38:29
  Like for me, if I had to go conduct even one street interview at first, I would be nervous about it, you know, and you're, so you're going into it head on, but you just remind, as you were telling me this, it reminded me of a conversation I had with Benjamin, my 11 year old on the way to school today.
• 38:43
  So listen to this, this, and this illustrates it perfectly.
• 38:45
  I said to him, what is the first class that you have this morning?
• 38:49
  He said, I have culinary studies.
• 38:51
  And I knew that he was taking culinary studies, but today I thought to ask him, why are you taking culinary studies?
• 38:56
  Do you want to become a chef?
• 38:58
  Do you want to be able to cook for yourself?
• 39:00
  Do you want to surprise us with like a nice meal?
• 39:02
  He said, no.
• 39:03
  I said, can I take a guess while you chose culinary studies?
• 39:06
  Do you already know why?
• 39:07
  What did you think I said?
• 39:08
  Is it because a lot of girls are in the class?
• 39:10
  No, no.
• 39:10
  Oh, okay.
• 39:11
  I thought that would have been cool.
• 39:12
  But no, it's not.
• 39:13
  No, it's because I said to him, Ben, is it because you thought it would be easy?
• 39:18
  Oh, that's another good answer.
• 39:19
  And he said, yeah, I thought it would be easy.
• 39:21
  So I said, let's just pause for a second.
• 39:23
  I said, here's what I want to tell you.
• 39:25
  I want to tell you that by doing what you did, you were shortchanging yourself in life.
• 39:29
  Rather than choosing the things that you think will be easy, choose the things that you think will be hard.
• 39:34
  Not easy.
• 39:35
  Now, this is me who has a Bachelor of Science degree in geology.
• 39:40
  who I chose because I thought it was the easiest thing before, as I was undeclared for two years.
• 39:45
  And so that's what I told him, and I explained to him that you should be choosing the hard things.
• 39:49
  So to your point, you are choosing the hard things because doing street interviews, even one, not like 40 a day or 40 over two days, is very difficult.
• 39:58
  So I give you respect for the fact...
• 40:03
  This is my calendar for the 17th and then go to the 18th.
• 40:09
  And these are all the little 20 minute street interviews that I have lined up.
• 40:14
  So, I mean, I'm looking at this.
• 40:17
  You're doing the right thing.
• 40:19
  Some of them may suck and that's okay, but then you're going to do them and then you'll be better at them.
• 40:22
  You know what?
• 40:23
  I've also found that when I'm nervous about doing something new, and street interviews is stressful for me because as a podcaster, you like to chill.
• 40:32
  You like to have conversations.
• 40:33
  This is rapid fire.
• 40:34
  It's rapid fire.
• 40:35
  Yeah.
• 40:35
  And I have to have questions.
• 40:37
  The second they're done, they're thought.
• 40:38
  I can't chat.
• 40:40
  It's like, next question.
• 40:41
  Next question, right?
• 40:43
  But if I do that many in a row,
• 40:46
  I don't have the luxury of fear anymore.
• 40:49
  I have to perform.
• 40:51
  You stop, listen, anything you want to do in life.
• 40:54
  If you are scared of speaking on stage, this is not a realistic example, but say you had the opportunity to speak on 10 different stages in one day.
• 41:07
  After the first one, the fear is gone.
• 41:11
  You go on the first one, you're stressed out, you're sweating.
• 41:13
  Okay, but now you're tired, and then you have to go on the next one, and you don't have the ability to feel the fear anymore.
• 41:19
  Yeah, I agree.
• 41:20
  So you just keep doing it.
• 41:21
  Yeah, I agree.
• 41:23
  What I want to add to that is...
• 41:25
  getting, it sounds trivial, but getting enough sleep and taking care of your nutrition, that makes all the difference.
• 41:31
  I did a workshop, like a creator method workshop for our members.
• 41:34
  And it was like a full day thing.
• 41:36
  And I had said to myself, okay, I'm going to get enough sleep.
• 41:38
  But the night before, um, I had a family member who had a medical emergency, everything's fine.
• 41:43
  And I had to go to the hospital and I was there till 2 AM.
• 41:46
  And then when I went into my, um,
• 41:49
  And the thing is, if I go to bed at 2 a.m., I'm waking up at 6 no matter what.
• 41:51
  I wake up at 6 no matter what.
• 41:53
  5.36, doesn't matter when I go to bed.
• 41:54
  Yeah.
• 41:55
  And so I was so anxious because I know I'm not, you know, and I have to perform in front of, and we're recording it and all this stuff.
• 42:01
  So in addition to that, I just want to recommend to you, make sure you get enough sleep and you time when your flight comes in so you do get that rest.
• 42:10
  You can, sleep is so important.
• 42:13
  You can tell when your nervous system is fried.
• 42:16
  Because things that shouldn't be a big deal, they start to become a big deal.
• 42:21
  When you say the wrong thing, you start to spiral.
• 42:23
  Like these are, now prep and experience can mitigate like lack of, you know, perfect schedule for that day.
• 42:33
  But especially when you're starting out, it's like you got to stack the cards in your favor.
• 42:38
  You got to be like an athlete.
• 42:39
  You got to train.
• 42:40
  You got to be healthy.
• 42:41
  Look at your supplement routine.
• 42:43
  Look at your diet.
• 42:44
  Like Michael Jordan.
• 42:46
  Probably after, you know, near the end of his career, he could probably still perform without the perfect nutrition without like, you know, eight hours, maybe not perfectly, but he still had enough experience to be able to show up and do a pretty good job.
• 43:00
  I think when he got older, he started like having a couple of drinks.
• 43:03
  I remember seeing him at a casino.
• 43:04
  I remember seeing him at, I remember seeing, yeah, I saw him at the Atlantis years ago in, in Bahamas, not in Dubai, in Bahamas.
• 43:12
  This was years ago.
• 43:13
  This was like 15 years ago.
• 43:14
  And he was already obviously retired.
• 43:16
  And he was, he was, he had a table by himself.
• 43:19
  So he, I mean, I don't think he's, he arranged it.
• 43:23
  I don't think a lot of people have the ability to sit with Michael Jordan and play blackjack.
• 43:26
  And he was just having a great time.
• 43:28
  He was having some drinks.
• 43:28
  I think for the creator that's starting out,
• 43:31
  they can't just assume because someone else makes it look easy that they can operate like that person.
• 43:36
  But that's the problem is it looks easy.
• 43:38
  It looks like you can just step on a stage.
• 43:41
  You pluck yourself out of your daily routine and out of your life and just go on a stage and be like, Hey, what's going on?
• 43:45
  And you can completely do it.
• 43:46
  You can't.
• 43:47
  It's that it's, it's the, it's, it's being too chill about it is going to screw you up.
• 43:53
  You're going to have a bad experience stepping on that stage and you're big.
• 43:55
  Oh, it's not for me.
• 43:58
  Like, you think about Tony Robbins.
• 44:00
  Tony Robbins could step on stage after four hours of sleep and be just fine.
• 44:04
  You're not Tony Robbins.
• 44:06
  No.
• 44:06
  But I don't know if he could.
• 44:08
  I don't know that that's the case.
• 44:10
  Well, even if he couldn't, the point is if you think that you can as a beginning creator.
• 44:13
  I think that he can step on a stage at any time because he has incredible routines, because he does get enough sleep all the time.
• 44:20
  You're not going to catch him with...
• 44:22
  I believe that if something comes up and it's already late at night, he'd be like, guys, I'm out.
• 44:26
  I got to go sleep.
• 44:27
  That's what I think he does.
• 44:28
  And that's what I'm finding myself doing more and more often, where if I see that something that I'm doing is going to compromise...
• 44:35
  just my overall health, especially what I need to do the next day.
• 44:38
  I'm just, I'm the first one to say, guys, I'm out.
• 44:41
  Sorry.
• 44:41
  Like socially, Scott, good night.
• 44:43
  I'm going home.
• 44:44
  Like, you know, that's it.
• 44:45
  I also think for creators, um, it helps when it helps when you're comfortable capturing content in moments that you're inspired and not forcing it.
• 44:54
  Like you have to force it to a degree because you have to show up and you can't just create one piece per week.
• 44:59
  But for example, whenever I work out, it's just a pretty normal thing for people.
• 45:04
  Like they have all these great thoughts.
• 45:07
  It's like shower thoughts.
• 45:08
  It's like running thoughts, working out thoughts because you're finally not distracted by the world when you work out or when you run or you do some sort of exercise.
• 45:16
  I guess you have all the hormones going and I always have these great content ideas.
• 45:21
  when I'm in the gym.
• 45:22
  So what I do is I don't drive to the gym anymore.
• 45:27
  I on purpose walk to the gym.
• 45:29
  So when I'm walking home, I can record my 60 second reel.
• 45:33
  So I think that people have to understand like,
• 45:36
  how do they create a situation or a part of their day when they're the most creative and they can record.
• 45:43
  And it's not going to be after 12 hours of zooms when their kids are running around in the background and the house is a mess.
• 45:49
  You're, you're not setting yourself up to succeed.
• 45:51
  So you have to know, like how do you create that environment where you're going to be able to show up?
• 45:56
  I find smart, teach.
• 45:57
  I agree.
• 45:58
  I agree with you.
• 45:59
  I find the biggest challenge for me is, um,
• 46:02
  finding is, is balancing it with my other responsibilities because with the businesses, with, you know, look as business owners, we're all firemen, right.
• 46:12
  At the end of the day.
• 46:12
  So by the time something gets to us, it's a problem.
• 46:15
  Right.
• 46:16
  And so being able to put out those fires and then keep myself mentally in a state of mind where I can then go on and like, you know, do this and it's, and it's sometimes difficult to do when you're dealing with kind of, you know, especially there are days when multiple things happen.
• 46:29
  The thing is, is
• 46:30
  As an entrepreneur, it's so unpredictable what your day is going to look like.
• 46:34
  Because, you know, I remember Tony, speaking of Tony Robbins, he was on stage and he was making, and I'm not, I'm going to butcher what he said, but it was something along the lines of, you know, I've got X amount of hundreds of thousands of employees, you know, between all the companies that I'm involved with, or I own shares with, or I own outright.
• 46:53
  And he said, what are the chances that as I'm sitting here right now, someone is fucking something up right now?
• 46:59
  So the chances are very high, but it's his ability to regulate himself and how he accepts the fact that there's this continuous chaos going on.
• 47:08
  And if something reaches him, because he's got a lot of layers of very successful and smart people managing his interests, but by the time something gets to him, so I've learned to accept the fact.
• 47:19
  So how do you not get derailed as a creator when there's so much stress that comes from being an entrepreneur?
• 47:27
  I do.
• 47:28
  So I do.
• 47:29
  So what I do is when I'm flowing, like when I'm in a good flow state and I have a lot of creative ideas coming to me because I've taken care of my health and my sleep and all that stuff, I try to make as much content as possible.
• 47:40
  So rather than, you know, taking a break, my breaks will be like, okay, I'm going to rip this piece of content.
• 47:45
  I'm going to plan it and I'm going to script it.
• 47:47
  I'm going to get it in my head and I'm going to rip it.
• 47:49
  And so I'll try to create more than I need when I'm in a good state.
• 47:53
  And then I just, I forgive myself when I've got...
• 47:57
  multiple, quite frankly, like challenges or problems that I'm dealing with.
• 48:01
  And I know, okay, today I'm not going to create and, and that's it.
• 48:04
  So I just, I, I, I triple down on the days that I feel good and I forgive myself on the days that I, that I can't create.
• 48:12
  And because for me also, my main function is that of a business operator.
• 48:17
  Um, and an entrepreneur and a networker and a connector and, you know, all of the things that I do, that's my main function.
• 48:23
  And content creation is somewhat secondary to me where I'm trying to integrate it as an essential part of my entire stack.
• 48:32
  But like Valeria, my wife, she has to create content every day.
• 48:36
  Well, I was going to think like, how do you protect her creativity?
• 48:39
  Yeah.
• 48:39
  That's a whole science.
• 48:40
  So I protect her creativity by being very structured about, quite frankly, who can talk to her.
• 48:48
  And I know it sounds almost like a prima donna kind of... Not a prima donna.
• 48:55
  What's the word?
• 48:56
  No, no.
• 49:00
  It's a diva.
• 49:00
  Diva.
• 49:01
  Yeah, diva is the word.
• 49:02
  It's not...
• 49:03
  A lot of people will misinterpret that.
• 49:05
  And people who are civilians to this industry who don't understand that, like, for example, I'll go to Valeria.
• 49:11
  She's going to be on a really important stage, which now is happening more and more often.
• 49:14
  She was just on this crazy, amazing stage about investing into companies.
• 49:18
  There's this new company called Cherub, which is the woman who, Jacqueline, she was the founder of Create and Cultivate.
• 49:24
  And she's now started this new platform.
• 49:26
  It's very cool.
• 49:26
  Valeria was there in New York yesterday, and she was on this stage the day before.
• 49:32
  And so getting back to what I do, it's normal, let's say, for our director of partnerships, Jen, a wonderful, wonderful woman.
• 49:40
  It's normal for her that if she sees Valeria...
• 49:43
  in the 20 minutes before Valeria is supposed to go on stage to come up to her and say, hey, Valeria, how's it going?
• 49:48
  How are the kids?
• 49:49
  Oh, I'm working on these amazing deals.
• 49:50
  I'm so excited.
• 49:51
  And then Valeria will engage with her.
• 49:53
  She'll engage, engage, engage.
• 49:54
  And now Valeria's head is on the deals, on how Jenna's doing, and Jenna's completely right for doing it.
• 50:01
  But Jenna still doesn't, you know what I mean?
• 50:03
  And so how I protect her creativity, it sounds terrible and it makes her sound like a diva.
• 50:08
  I tell people, guys, don't talk to Valeria.
• 50:10
  Like if she's about to go on a stage, if she's about to go on set, if she's about to go and host a podcast, don't talk to her.
• 50:17
  To the point was I have to tell Michelle, our executive producer,
• 50:20
  who obviously has a rapport and a relationship with Valeria, when Valeria is coming into the building, talk to her after.
• 50:28
  Have that social exchange with her after.
• 50:31
  But don't even do that if she's going from that interview to a stage where she's ripping a piece of sponsored content for a client.
• 50:40
  So that's how I protect it.
• 50:41
  I protect who speaks with her.
• 50:43
  I monitor closely in Slack which channels she's on.
• 50:47
  I'm monitoring what she's responding to.
• 50:50
  Well, this is why talent has a green room, so they can clear their head before they go out.
• 50:58
  People underestimate it.
• 51:00
  Sorry to interrupt you.
• 51:00
  People who are not talent per se, people who aren't tasked with being on stage and tasked to perform...
• 51:08
  They don't understand.
• 51:08
  And I understand why they don't understand because I wouldn't have gotten it either until I've been living it for 10 years.
• 51:14
  I heard, it's hearsay, but I heard Ellen, Ellen DeGeneres in her kind of heyday, meaning like at the peak of her show, she had about, I believe, 200 employees at the studio.
• 51:26
  I heard, and I'm not suggesting this to be fact, this is what I heard, is that only two people were allowed to say hello to her.
• 51:32
  Not because she's a diva.
• 51:34
  And she got busted for this afterwards because apparently it came out that there was some, I don't know, it was a hostile or a toxic work environment.
• 51:42
  But I don't condone that.
• 51:44
  But I kind of understand how it could be perceived that way.
• 51:47
  I was an extra years ago in my 20s on a movie in Toronto.
• 51:52
  And the star of the show, you wouldn't have heard his name, but back then people knew his name was Saul Rubichek.
• 51:57
  And Saul Rubichek was the star of this movie.
• 51:59
  The movie, I remember the movie was called, it was called Pale Saints.
• 52:03
  And I was an extra in this movie.
• 52:05
  And I remember, because I knew Saul Rubichek was, and I was excited to meet the guy, thinking ignorantly, we're working on the same movie together.
• 52:13
  This guy's like a Hollywood actor, and I'm just some kid who's an extra.
• 52:18
  And I remember I was talking to one of the people at the movie, and I said, oh, so when does Saul get here?
• 52:22
  They looked at me, they go, you're not to speak with Saul.
• 52:25
  I said, what do you mean?
• 52:26
  And they said, Saul's in character.
• 52:27
  He's not talking to anybody.
• 52:29
  Don't acknowledge him.
• 52:30
  Don't look in his direction.
• 52:31
  Don't speak with him.
• 52:32
  You're the guy who's supposed to stand there and like pretend to be talking to this girl.
• 52:35
  Don't do anything else.
• 52:37
  So it's protecting that.
• 52:39
  You got to find the balance though.
• 52:40
  But the issue is for a creator who is just starting.
• 52:46
  real life is not conducive to being creative.
• 52:50
  Like, so people in creative, well, okay.
• 52:52
  So I'm curious about people in creator method, like where do they struggle the most?
• 52:55
  Is it because they don't have space in their day to be creative because there's all like, listen, if I'm an entrepreneur and I have other stuff going on, and I think a lot of people in creator method, like they aren't, they aren't pulling an income from being a creator day one.
• 53:10
  We have a lot of people who are already established creators with like a team of 20 people.
• 53:13
  Okay, so humor me.
• 53:14
  So somebody who's starting out, not the person with 10, 20.
• 53:17
  So how do you protect your day so that you can be creative?
• 53:22
  Because if you don't have a team of 20 people or 10 people or even one person, you have something else going on and you have kids, you have emails, it could be employees if you're a CEO founder.
• 53:35
  Look, it's a really good question.
• 53:37
  And the answer is, is that it's not a, it's not a switch that you can just, you can just pull a switch and, or flip, flip, flip a switch and that's what's going to happen.
• 53:44
  It does take time and discipline.
• 53:46
  It takes, again, it's, it's practicing your own agency and being able to not let certain things affect you.
• 53:52
  The biggest problem for female creators who have children.
• 53:56
  is mom guilt, period.
• 53:57
  End of story.
• 53:57
  It's mom guilt.
• 53:58
  Because they feel that the amount of time that is required to be a creator between the actual shooting, the travel, and all of those commitments, that's the biggest.
• 54:08
  We had our first forum call yesterday.
• 54:10
  So very similar to YPO, we created this forum concept where we have...
• 54:13
  I've, I've curated groups of, you know, creator method members.
• 54:16
  We have another cohort called creator ops, which is people who are operating businesses, um, as creators.
• 54:23
  It's like a content creation is part of, you know, what they need for their business.
• 54:27
  And we were on a call and this call, it's a, it was our first forum call and it was all women and me.
• 54:32
  Right.
• 54:33
  And when I went through and I went through like, what are the challenges that you're working on now?
• 54:37
  And how can the group help you?
• 54:39
  One of the women who has a six month old baby said,
• 54:41
  Said, this is my challenge.
• 54:42
  I feel so guilty.
• 54:43
  It's like I'm crying all the time because I can't always be with my six month old baby.
• 54:47
  And then the room just exploded.
• 54:50
  Like there was a Zoom and all the other women chimed in because all the other women in that group had children.
• 54:55
  One of them has seven kids.
• 54:58
  Um, you know, one of them has three kids and these are all creators at scale and these are all, and so, and one of them has two kids and it was a real conversation.
• 55:05
  So that's the biggest problem, not problem, but that's the biggest challenge that female creators have who have children is the mom guilt because they're fighting between their career, which is very important to them.
• 55:18
  And obviously their children and they feel that.
• 55:20
  the moments with their children are slipping away, that it's fleeting because the child will never be three years old again or five years old again.
• 55:27
  Whereas as men, we're programmed a little differently.
• 55:30
  Whereas I show my love for my child by providing and leading and protecting.
• 55:37
  Whereas women, they feel like it's the time they spend.
• 55:40
  So that's work that they do, finding that balance.
• 55:45
  Tell me what happened in Budapest.
• 55:46
  Um, we were, uh, we had a job in Budapest.
• 55:49
  Valeria and I had a job in Budapest.
• 55:51
  We had a client out there and we were flying out there and it was a three year, it was a three day engagement that we were doing.
• 55:58
  And it was, uh, our eldest son's birthday on one of those days, like the middle day of those three days.
• 56:04
  And so we, you know, we called the client and said, Hey, listen, like we didn't want to lose the deal.
• 56:08
  It was a good deal.
• 56:09
  And we said, Hey, like, we're going to come out and do this.
• 56:11
  It's our child's birthday.
• 56:12
  We want to bring him along.
• 56:14
  Yeah.
• 56:15
  And luckily the client said yes.
• 56:17
  And, you know, we got him a flight, we got him his own hotel room and it was great.
• 56:20
  So when we talk about, when we talk about this issue with, you know, parenting and running businesses, whether it's as a content creator or as any kind of, you know, entrepreneur, you know,
• 56:30
  There are ways to integrate your children into your life that I believe will give them far more value.
• 56:35
  Taking Jake to that Budapest trip.
• 56:37
  I was just talking about it last night.
• 56:38
  He goes, that was the best.
• 56:39
  That was the best thing I ever did because, you know, he was with us on the job.
• 56:43
  He was with us, you know, for the whole three days and the client was super gracious too.
• 56:48
  And we said, look, like if you can just take care of his flight, that's all our ask is.
• 56:52
  He can stay in a hotel room with us.
• 56:53
  They got him his own hotel room in this like luxury hotel.
• 56:56
  Yeah.
• 56:56
  He was like the kid in Home Alone, you know, in Home Alone Part 2.
• 56:59
  He was a happier shit.
• 57:00
  He was like, you know, and it's such a good memory.
• 57:03
  And he also saw us working and he understood and he was asking, who was his client?
• 57:07
  What are the goals?
• 57:08
  What, you know, what are the KPIs?
• 57:10
  And he was, and so I just think that.
• 57:13
  people in business, creators or otherwise people in business aren't necessarily being creative enough when it comes to integrating their children.
• 57:21
  Now, when the child is six months old, that's a different story.
• 57:24
  But as soon as the child hits like eight, nine, 10 and up, you can really teach them a lot of rich lessons while spending time with you.
• 57:31
  Like our eldest, he was pitching me up business ideas last night.
• 57:35
  He was past his bedtime and because he roped me in.
• 57:38
  He's like, Papa, come to my room.
• 57:39
  He goes, can you put me down?
• 57:40
  He's 13 years old.
• 57:41
  He doesn't need me to put him down.
• 57:43
  He just wanted to talk to me and he starts pitching me on all these ideas.
• 57:45
  He goes, I want to make t-shirts and I'm going to get these graphics and I'm going to make this.
• 57:48
  I'm going to put it on this platform and that platform.
• 57:50
  And he's already, I'm going to get a supplier for the t-shirts we're talking about.
• 57:53
  And he, and he roped me in and I noticed it was 10 o'clock and I was like, Jake, you got to go to bed.
• 57:58
  I've been talking business all day.
• 57:59
  I don't want to talk business now.
• 58:00
  We'll talk business during business hours, not at 10 p.m.
• 58:04
  My point is, is that by bringing them in, you're asking how do you balance it off.
• 58:10
  You balance through integration.
• 58:11
  You integrate your children into your life.
• 58:13
  Because I don't know about any other entrepreneur, but for me as an entrepreneur, I would want my kid to be an entrepreneur.
• 58:20
  And whether that means they, I still want them to get an education and I want them to be ideally a professional, but the most successful people that I've met are.
• 58:28
  And their outliers are people who have like some kind of a professional designation plus they're entrepreneurs.
• 58:34
  So somebody with an MBA, who is an entrepreneur?
• 58:36
  Somebody with a law degree, who is an entrepreneur?
• 58:39
  Somebody who is a doctor and is an entrepreneur.
• 58:42
  That's where I find is the intersection of like the highest amount of success.
• 58:46
  Obviously there's outliers, people who completely uneducated, you know, becoming billionaires.
• 58:51
  Yes, that happens.
• 58:52
  But for the most part, it's that cross between the two.
• 58:54
  I like the idea of bringing your kids into your world.
• 59:00
  I don't know kids yet, like I said, but I try and do this with Gina.
• 59:05
  And what I mean by that is like, if I'm going to be content creator, entrepreneur, always traveling all around,
• 59:12
  I like to bring her with me.
• 59:13
  Like, I like to work together.
• 59:15
  And I think that too many people think that if they're going to be ambitious, they can't have it all.
• 59:20
  Like, if I'm going to be ambitious, I have to travel and I have to spend time away from the family or the wife or the spouse.
• 59:26
  I think you can have it all.
• 59:27
  I genuinely believe you can have it all.
• 59:29
  We take advantage of it.
• 59:30
  We leverage it because when Valeria, Valeria gets booked on a lot of jobs, right?
• 59:35
  And she gets booked a lot of the times.
• 59:36
  They're out of the country, out of the continent.
• 59:38
  And she does, it's pretty glamorous stuff that she does, right?
• 59:42
  And so I will kind of, we will pick, Blair and I will pick and choose where I'm coming, where we pick and choose, like in Budapest, if one or more of our kids can come.
• 59:54
  So that integration, and by the way, like the clients are typically happy about it.
• 59:57
  They're like, oh, Gary's going to come too?
• 59:59
  Great.
• 59:59
  Because they understand there's now more dynamic content coming out of it.
• 1:00:03
  So yeah, look, integration is great.
• 1:00:05
  Yeah.
• 1:00:07
  I, a really good example of this.
• 1:00:09
  And I mentioned to you before, my very good friend, John Tamarian, who owns curated this dealership or all these exotic one of one, like eighties and nineties, you know, supercars, right?
• 1:00:19
  John is a third generation, uh, Lamborghini and Ferrari mechanic.
• 1:00:24
  That's how he started.
• 1:00:24
  And now he's got this huge platform and he, you know, he, he sells these incredible cars.
• 1:00:31
  Uh, he's got a big team and.
• 1:00:34
  John, he was on my podcast a few years ago when I was doing more like entrepreneur stories.
• 1:00:39
  And John would tell me how he was a little kid and he was at the shop with his dad.
• 1:00:44
  And what's interesting with John is a case study is, and I remember him telling me, I remember it vividly.
• 1:00:49
  He said to me, his dad was...
• 1:00:52
  grooming him to take over the family business.
• 1:00:55
  Cause John's grandfather before his father was a Lamborghini and a, and a Ferrari mechanic.
• 1:01:01
  And, and this was really what's magical is that when John would see the guys coming in to drop off their cars, he, his extrapolation from that wasn't, I want to be a mechanic servicing these guys.
• 1:01:14
  He's like, I want to be one of those guys.
• 1:01:17
  I want to, so he started creating relationships with those guys and.
• 1:01:21
  So he took what his dad gave him, which is hopefully what our children will do.
• 1:01:25
  Like our children will hopefully see what we're doing.
• 1:01:28
  And then when they come of age, they're going to be like, here's how I can take this and make it into this big grander thing, which is what John did really effectively.
• 1:01:37
  Right.
• 1:01:38
  Not taking anything away from his grandfather, his father, there were different circumstances, but he really created something as he used that foundation and he just created this beautiful thing.
• 1:01:46
  Bringing the kid into, into your world, like creates the opportunity for them.
• 1:01:49
  It creates the seed.
• 1:01:52
  I hope that what they see, what we're doing is the seed.
• 1:01:56
  And then when they become of age, they're going to find a way to, you know, 10 exit or make it just something just much more meaningful.
• 1:02:04
  It's different where I came from.
• 1:02:06
  In those formative years for me, I was witnessing my parents struggle.
• 1:02:11
  I was winked witnessing constant anxiety from coming from the Soviet union and that, you know, whole story.
• 1:02:17
  But yeah, I think, and, and a lot of people, especially the people who are watching your podcast for the success stories, right?
• 1:02:25
  Um.
• 1:02:27
  There's not enough talk about how to bring your kids into all of this because you can be as successful as you can be.
• 1:02:34
  You can be, have unlimited wealth.
• 1:02:38
  If your kids as adults...
• 1:02:41
  don't like you, you failed.
• 1:02:44
  You just failed.
• 1:02:45
  You'll be surrounded by all this wealth and you'll have the cars and the homes and all that shit.
• 1:02:49
  If your kid hates you, you're a failure, period.
• 1:02:53
  You're just a failure.
• 1:02:54
  So what I think is important, what I believe is important for the listeners of this podcast is that, you know, they listen to this because they want to be successful.
• 1:03:02
  They want to learn from successful people.
• 1:03:04
  Great, but we're not talking enough about how to make sure that the single most important marker of success is realized.
• 1:03:14
  And it is with children.
• 1:03:16
  And it is by making sure that your children love you when they're adults and they no longer need you.
• 1:03:22
  You could argue that younger children love their parents for what reason?
• 1:03:25
  They love their parents because they need them.
• 1:03:27
  Their parents offer them comfort and support and shelter and food and all the resources that they need.
• 1:03:33
  But I think we can all say that once we were old enough and we no longer needed our parents, then we continued a relationship with them for what reason?
• 1:03:44
  because we love them.
• 1:03:45
  And so to all of the entrepreneurs who are listening to this early stage, later stage, don't fuck up your relationship with your kids because all the money in the world won't matter.
• 1:03:54
  You will be a failure and you'll feel like a failure if you don't have a relationship with your kids.
• 1:03:58
  That's the, that's, that's the hack.
• 1:04:00
  That's the magic integration that needs to happen with all entrepreneurs if they want to truly succeed.
• 1:04:05
  I see it on this show because, you know, I sit across some people that are, everybody who comes on the show has made an absurd amount of money doing something.
• 1:04:14
  But some of them have all the broken relationships and like the three ex-wives and the kids hate them.
• 1:04:19
  And then the other ones, great family relationships.
• 1:04:23
  And it's also like the other things are like their physical health, their mental health.
• 1:04:27
  You can't let that go either, which is another thing that I talk about a lot.
• 1:04:30
  But you see the people that are 50, 55, 60, massive exit.
• 1:04:37
  The younger old ones.
• 1:04:38
  Sure, sure, sure.
• 1:04:39
  Not the 70, 80-year-olds, but the younger old ones.
• 1:04:43
  And they just focus on making money their whole life.
• 1:04:48
  And then they wake up one day and they realize that everything else in life has gone to shit.
• 1:04:51
  It's an admirable pursuit.
• 1:04:52
  Don't get me wrong.
• 1:04:53
  I'm not sitting here saying money is the root of all evil.
• 1:04:56
  But you can't have it all.
• 1:04:57
  That's the thing.
• 1:04:57
  You absolutely can.
• 1:04:58
  You just have to be conscious of it.
• 1:05:00
  Look, I love money.
• 1:05:01
  I'm the number one capitalist, especially after I come to America and I understand what's going on down here.
• 1:05:05
  But...
• 1:05:07
  All I'm saying is that it won't matter if the relationships with your children and quite frankly with your spouse have gone awry.
• 1:05:15
  If that happens, the money won't matter.
• 1:05:17
  I've never asked you this.
• 1:05:18
  Was there a point in your life where you came to this realization or was this always the way you were built?
• 1:05:24
  and wired?
• 1:05:26
  Because you said at the beginning, like when you first...
• 1:05:27
  I didn't have a good relationship with my father.
• 1:05:30
  Ah, okay.
• 1:05:30
  I didn't.
• 1:05:31
  And he died without me having a good relationship with him, you know?
• 1:05:37
  And he apologized to me at the end of his life, right before he died.
• 1:05:39
  He said, I'm sorry.
• 1:05:40
  He's like, I fucked up.
• 1:05:41
  He realized that he made a mistake.
• 1:05:43
  My father never was a wealthy man.
• 1:05:45
  He never made it by today's standards, right?
• 1:05:50
  I just...
• 1:05:52
  I came to this, I think, fairly recently in the last couple of years, because when I look at my kids and I love them so deeply, and once I was able to compare the relationship I had with my father throughout my life and especially at the end.
• 1:06:10
  of his, um, I realized that it cannot happen.
• 1:06:15
  It can't happen that I'll be on my deathbed and they, and the relationship with each of them will look like the relationship I had with my dad.
• 1:06:25
  Um,
• 1:06:26
  His circumstances were different.
• 1:06:27
  I don't want to paint him as a villain.
• 1:06:29
  He came at 35 from the former Soviet Union, broke.
• 1:06:32
  He didn't speak English.
• 1:06:33
  He didn't know anybody.
• 1:06:34
  And he had to provide.
• 1:06:36
  He had to take care of us.
• 1:06:37
  So I don't blame him for what happened.
• 1:06:39
  It was an...
• 1:06:41
  The stress must have been...
• 1:06:44
  too much for him.
• 1:06:44
  And I understand that it was overwhelming.
• 1:06:47
  So because we didn't have like this great relationship at the end, I can see why he was also like, you know, a Jew in post-World War II Soviet Union.
• 1:06:54
  He served in the Ukrainian army, um, as a Jew, like there's a lot of trauma in his life.
• 1:07:00
  So I get it.
• 1:07:00
  And I don't, I don't resent them for it anymore.
• 1:07:04
  So I came to this with, when I was able to put side by side,
• 1:07:09
  what I saw with my relationship with him.
• 1:07:12
  And now I'm doing it times three, cause I got three of them.
• 1:07:14
  He's only got, he only had me as like, he only had one son.
• 1:07:16
  Right.
• 1:07:16
  And so when I do that comparison in my head, I can't allow it and I won't allow it.
• 1:07:22
  And I also, quite frankly, not to get like too personal, but I also know the impact that it has on me today.
• 1:07:29
  And he's been gone for eight years and I know I feel the impact that has on me today.
• 1:07:36
  I don't want them to live their lives after I'm gone with the kind of negative impact that it has on me.
• 1:07:44
  So that's why I came to this through the comparison of my relationship with my father to what I want for my kids.
• 1:07:51
  that's how I came to it.
• 1:07:53
  And I think it's only through, to your point, it's through, it's through lived experience.
• 1:07:56
  You, you haven't come to this yet because you have one half of the equation.
• 1:07:59
  You have your dad and you have that kind of example of what that relationship should look like or does look like for it's, it's good and it's bad, right?
• 1:08:09
  You don't have the other half yet.
• 1:08:11
  And one day if you have a son, um, um,
• 1:08:14
  or a daughter, it doesn't really matter, you're going to make those comparisons side by side, and you're going to do your best to whatever is lacking here.
• 1:08:22
  You pick all the good, and you pick what you like, and you're like, I want that.
• 1:08:26
  My dad was hard on me, right?
• 1:08:27
  And I think that was a good thing.
• 1:08:31
  I actually think he wasn't hard enough on me.
• 1:08:34
  Why do you say that, though?
• 1:08:37
  You ended up in a pretty good spot.
• 1:08:39
  I ended up okay.
• 1:08:40
  I'm very conscious of my shortcomings, and I don't blame him solely on it, but I think...
• 1:08:46
  To give you an example, when I was talking to my eldest son and I explained to him, you have to be a bad at 930, and he gave me the argument why 945 is okay, and I gave him this whole explanation around discipline and around precision and creating precise and disciplined habits, I believe that my father was so distracted when it came time to...
• 1:09:08
  provide that discipline to me, provide that lesson to me.
• 1:09:10
  He was so distracted from surviving and making sure our family survived that he didn't go that extra step and spend that extra time explaining to me.
• 1:09:19
  So it was just like, here's the rule.
• 1:09:21
  And if I don't do it, he'd do it just like, oh, fuck, forget it.
• 1:09:24
  I don't, I don't have the bandwidth to deal with you.
• 1:09:26
  And so I don't, again, I don't blame him because he was really, he had a lot going on and he was.
• 1:09:30
  But how the kid received that.
• 1:09:33
  is, is... Well, that's where I believe is, that's, yeah, but I believe that's where my shortcomings come from because he didn't necessarily have the bandwidth or the mental capacity in that moment because he was dealing with a thousand problems that weren't like, uh, my Mercedes broke down and I have, like, I just got a bill for like 20 grand for a Valerius Mercedes, that's a whole different... No, like for a repair, right?
• 1:09:54
  But my point is, is like, it's not those kind of problems.
• 1:09:57
  It's like existential problems.
• 1:09:59
  It's like, how do you put food on the table...
• 1:10:01
  problems.
• 1:10:01
  How do we not get evicted?
• 1:10:03
  How do we, yeah, you know what I mean?
• 1:10:05
  Yeah.
• 1:10:05
  So I don't blame him for it, but it's, it's, you know, that was the question you asked me.
• 1:10:10
  It's like, what, why do I feel like he could have been harder on me?
• 1:10:14
  He would have been harder on me if he would have had the capacity to be considering the circumstances we were in.
• 1:10:19
  I just, I'm excited to be a dad.
• 1:10:22
  I'm very excited to be a dad.
• 1:10:23
  And by the way, like I'm, you know, I'm there for you, bro.
• 1:10:26
  Like I know you are so much fun.
• 1:10:28
  It's such a cool thing.
• 1:10:28
  And I've already had a lot of like things that I messed up.
• 1:10:31
  So I'm going to impart my mistakes on you.
• 1:10:33
  I'm so excited to be a dad.
• 1:10:35
  I think that also a lot of the conversations about money and entrepreneurship, they don't include the parenting part of it.
• 1:10:41
  It's the only thing that matters.
• 1:10:42
  And see, that's the conversation.
• 1:10:44
  The conversation you and I just had about how parenting ties into entrepreneurship, that's the key.
• 1:10:50
  And I would even, it's your podcast, you do whatever you think is right, but I think that when you're creating even like the thumbnail and the title of this, the YouTube video or the podcast, consider doing it about parenting because I do believe that this is such an underestimated and it's just an under...
• 1:11:09
  No one's talking about this.
• 1:11:11
  I agree.
• 1:11:11
  But I... Bro, you'll feel like shit.
• 1:11:12
  You'll be like this dude who's got like, let's say you'll be in your 40s and 50s and 60s and you've made all this money and you have all the money in the world and your kids fucking hate you.
• 1:11:20
  You won't feel successful.
• 1:11:22
  You really won't.
• 1:11:22
  You'll be fucking miserable even with all that money.
• 1:11:26
  And so that's, we're all ignoring that.
• 1:11:27
  And you know, all of the people who talk about the business gurus, the entrepreneurs, and what's interesting is they're all family people.
• 1:11:35
  I know many of them myself and many of them have happy families, by the way, many of them do, but those people who have happy families, why aren't they talking about, Hey, listen,
• 1:11:46
  this is how you got to take care of this, your relationship with your kids too.
• 1:11:49
  Why, why do you think that is?
• 1:11:50
  I don't have, I don't have an answer.
• 1:11:52
  I'm just, I'm curious why.
• 1:11:53
  So, cause people do speak about entrepreneurship, business and relationship with your spouse.
• 1:11:59
  Not all the time, but spouse, even spouse, they don't talk about a lot.
• 1:12:01
  Yeah.
• 1:12:02
  They don't talk about it enough.
• 1:12:03
  Why do we pretend that like business is in this silo?
• 1:12:07
  Well, because it doesn't affect the rest of our life.
• 1:12:08
  I think a lot of people aren't looking.
• 1:12:10
  I think a lot of these entrepreneurs who are brilliant.
• 1:12:13
  Um, again, I know many of them.
• 1:12:15
  Um,
• 1:12:17
  they believe it's kind of out of their niche.
• 1:12:18
  I think it's the sole concept of like...
• 1:12:19
  It's uncomfortable because it's so personal.
• 1:12:21
  First of all, it's personal, and they don't want to necessarily throw their kids under the bus.
• 1:12:24
  Like, even with me, I'm thinking twice before I tell you about the debate that I had with Jake about his bedtime because his classmates might see this.
• 1:12:32
  But I don't think it's like...
• 1:12:34
  such an erroneous thing or makes them look bad.
• 1:12:36
  So I made the decision to share it with you, but obviously there's a lot, some people are, they have a higher, they have a lower threshold for that.
• 1:12:43
  They don't want to talk about anything.
• 1:12:44
  Like, even if you look at our old vlog content, we used to make a lot of vlogs that actually did really well.
• 1:12:49
  You'll never see our kids throwing a tantrum.
• 1:12:51
  You'll never see our kids like, you know, like doing anything that I believe.
• 1:12:54
  Make sure that they were like in a positive light.
• 1:12:57
  It's not even a positive light.
• 1:12:58
  The way I look at it, like anything that would embarrass my child later in life is a teenager or an adult.
• 1:13:03
  Why edit out?
• 1:13:05
  I delete.
• 1:13:05
  It's gone.
• 1:13:06
  It doesn't even make it to the editors.
• 1:13:08
  I just delete it on my phone or whatever camera I'm using at the time.
• 1:13:11
  And so I think a lot of people, you're asking the question, why don't entrepreneurs talk about this?
• 1:13:15
  I think a lot of it is just personal.
• 1:13:16
  Listen, Gary Vaynerchuk talks about it though.
• 1:13:19
  He talks about parenting a lot.
• 1:13:21
  So I was actually going to bring him up because he speaks about it, but he never speaks about his own personalized life.
• 1:13:27
  He's made a choice to keep his children off the house.
• 1:13:31
  But all of his personal life, he keeps off.
• 1:13:33
  Doesn't talk about...
• 1:13:34
  He keeps all of his...
• 1:13:35
  But when he got married to Mona, I mean, he has pictures of his wedding.
• 1:13:39
  You know, he put that up.
• 1:13:40
  He doesn't go deep and talk...
• 1:13:41
  But, for example, he's not like Alex and Leila Hermosi.
• 1:13:45
  Their whole brand is them as a couple.
• 1:13:47
  Yeah, me and Valeria, I mean, our brand isn't necessarily like entrepreneurship.
• 1:13:51
  Valeria's is modern womanhood.
• 1:13:53
  Mine is mostly content creation.
• 1:13:54
  I'm still figuring out kind of my brand Bible.
• 1:13:56
  But, um...
• 1:13:59
  Yeah, I think Gary talks a lot about, I had the pleasure, I went to one of Gary's talks, and I had the pleasure of speaking with his mom.
• 1:14:08
  Such a nice lady.
• 1:14:09
  And because Gary is from the same part of the world that I am.
• 1:14:14
  And he's actually from Belarus and I'm from Ukraine.
• 1:14:17
  And his mom speaks Russian, obviously.
• 1:14:19
  So to me, I grew up in that ethnic community of like Russian Jews.
• 1:14:23
  And so to me, these people are home.
• 1:14:25
  and when I introduced myself and I spoke Russian, and she was so delighted that I speak Russian, and yeah, we talked for a while, and Gary was, it was right after Gary had done a stage, and I was in front, just through some mutual kind of connections that we had, and I was in front, and he was, it was a time for all the people to come, like, to the stage, and he was doing selfies, so for that, like, 10-minute period where he was, like, taking, you know, selfies and stuff, I was talking to his mom, and she was just,
• 1:14:53
  It was amazing.
• 1:14:53
  And I said, like, congratulations, you've done such a good job with, uh, with Gary.
• 1:14:58
  And she goes, yeah, on maladietz, like he's, um, the Russian people will know what that means.
• 1:15:02
  He's, uh, he's great.
• 1:15:03
  He's a superstar, you know?
• 1:15:05
  But again, like he talks about this.
• 1:15:07
  He often talks about the positive reinforcement that if he would hold the door open at the McDonald's.
• 1:15:12
  um for someone to walk through his mom would just oh my god gary you're like you know you're the best you did such do you know what i mean so he does talk about it he talks about parenting he talked he often he uses a term like i was perfectly parented and you can see that that comes out but that's the point his his dad is an entrepreneur um with the liquor the wine the wine stores and his mom
• 1:15:35
  I don't know.
• 1:15:36
  I don't know.
• 1:15:36
  I don't want to comment on what his mom did.
• 1:15:37
  I'm not sure if she was a participant in that from his content.
• 1:15:41
  I've talked to Gary.
• 1:15:42
  I haven't talked to him long enough to ask him those questions.
• 1:15:45
  I talked to him briefly when I met him, but that's an example.
• 1:15:49
  Like his dad obviously invested enough into Gary.
• 1:15:52
  This is a perfect example of what we're talking about of parenting in business, right?
• 1:15:56
  His dad was an entrepreneur.
• 1:15:57
  And by the way, I want to mention his dad had a similar difficult situation that my dad had.
• 1:16:04
  But I mean, his dad, for whatever reason, maybe it's because he was in America and not in Canada.
• 1:16:09
  Maybe it's, he was just more talented as an entrepreneur than my dad, whatever it is, his dad had the liquor store, which then famously Gary came in and he, you know, multiplied it.
• 1:16:18
  But his dad knew to bring Gary in.
• 1:16:20
  Gary often talks about the fact that I was working for free.
• 1:16:23
  I built my dad's business.
• 1:16:25
  When everybody else was like out and partying, I'd be at the liquor store stocking shelves.
• 1:16:29
  He famously talks about that.
• 1:16:31
  And so...
• 1:16:32
  That's the key.
• 1:16:33
  So people are talking about it, but it's not on the forefront.
• 1:16:36
  Gary talks about the fact that his dad brought him in and look where Gary is now.
• 1:16:40
  Look at what it created in him.
• 1:16:42
  So Gary's dad is a successful entrepreneur.
• 1:16:45
  I would say that Gary's dad, whatever financial level he reached,
• 1:16:50
  He's more successful than the guy who's made 20X because I've actually seen the two of them together.
• 1:16:55
  Valeria and I were at VCon.
• 1:16:57
  Valeria was speaking at VCon a couple of years ago and we were in the speaker's room and Gary came in and his dad was there.
• 1:17:02
  And I saw how they are together.
• 1:17:04
  Not on a stage, just I saw how they are.
• 1:17:07
  Gary's dad?
• 1:17:09
  That's the success.
• 1:17:11
  Gary's dad is the successful guy.
• 1:17:13
  Gary's successful too.
• 1:17:14
  But Gary's dad is exponentially...
• 1:17:16
  I don't know what Gary's relationship is like with his kids.
• 1:17:18
  I'm assuming it's good.
• 1:17:19
  But Gary's dad, Sasha, that's the successful guy.
• 1:17:23
  Because his relationship with his kids, I'm assuming he's got a great relationship with the other two, that's success.
• 1:17:29
  There you go.
• 1:17:30
  So when you're talking to entrepreneurs, asking, what are you doing with your kids?
• 1:17:35
  That's it, bro.
• 1:17:36
  That's success.
• 1:17:37
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• 1:17:38
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  And I didn't for years.
• 1:20:28
  And that is most of our money stories, right?
• 1:20:30
  When we first start our career, we have one income and one account, and you can kind of wing it.
• 1:20:34
  But once you're running businesses, once you're investing, once you're carrying 50 different subscriptions that you stop paying attention to, winging it gets super expensive.
• 1:20:42
  Monarch fixed that for me.
• 1:20:43
  It is the personal finance app that tracks
• 1:20:46
  everything.
• 1:20:46
  So that means accounts, investments, savings goals, spending all on one screen.
• 1:20:50
  The first week I had it, it fired recurring charges I'd been paying for months without realizing.
• 1:20:54
  And every single week, the AI recap tells me if spending spiked, if my net worth moved and what bills are coming.
• 1:21:00
  And I can just ask it, hey,
• 1:21:01
  Can I afford this trip without touching my savings?
• 1:21:03
  And I can get a real answer based on my actual numbers.
• 1:21:07
  It is a financial advisor in your pocket.
• 1:21:09
  It costs less than an hour with a real one.
• 1:21:11
  So write your own money story with Monarch.
• 1:21:13
  Use code success at Monarch.com and get your first year of Monarch core half off at just $50.
• 1:21:18
  That's 50% off your first year at Monarch.com with code success.
• 1:21:22
  A year and a bit ago, we did the first podcast with, with you, um,
• 1:21:29
  I should have listened to it before we did this one.
• 1:21:32
  But in the last year, Creator Method has taken off.
• 1:21:36
  So it's growing, it's killing it.
• 1:21:39
  It's like one of the best communities for learning how to create, how to grow as a creator.
• 1:21:44
  But what's different?
• 1:21:46
  What's changed in the last year?
• 1:21:48
  So what's different is that the demographic of the members have changed and they continue to shift.
• 1:21:54
  So now what I'm seeing is that we are attracting people who are like professionals and executives who understand that they need content creation.
• 1:22:03
  So who understand that they need content and they need to develop their personal brand.
• 1:22:06
  So as before, I think the first cohort of members that we had were people who were
• 1:22:11
  And not to diminish anyone at all, the initial cohort of creators, which we still attract, are people who are looking at this as almost like a startup.
• 1:22:24
  It's the person who's at home, who is trying to figure out how to reenter the workforce.
• 1:22:31
  Maybe they're a parent, a mom who's had, you know, kids and now the kids are old enough so they want to do something.
• 1:22:42
  uh, contribution.
• 1:22:44
  Um, they want to be a solopreneur.
• 1:22:45
  They just want to be like a content creator on their own.
• 1:22:48
  And we still have those.
• 1:22:48
  And we, those, those are like, you know, a bedrock of our, of our community.
• 1:22:53
  What we're seeing now is we're seeing professionals.
• 1:22:55
  Like for example, we did, uh, Valeria and I, we do like these intensive dinners.
• 1:22:59
  We'll do like a three hour dinner.
• 1:23:00
  It's like me and Valeria.
• 1:23:02
  And we had an executive from a, like a publicly traded company worth like $80 billion.
• 1:23:07
  Um, she's like the former CMO where she went off on her own.
• 1:23:10
  Um, she's in her fifties and she's like, okay, I'm going to now to create my personal brand.
• 1:23:15
  I'm starting a podcast.
• 1:23:17
  And so we had a three, like a three hour intensive.
• 1:23:19
  She's a member, she's in forum.
• 1:23:21
  And so we're, we're starting to see more of that.
• 1:23:24
  I had another, uh, executive from another huge public company who moved to Europe and is starting a, um.
• 1:23:32
  like a travel business, you know?
• 1:23:34
  And we're talking like senior executives who are already in their like 40s and 50s, right?
• 1:23:39
  And now they're all in on content.
• 1:23:40
  And now they're like, okay, like they're tapping us to be like, okay, like how do I...
• 1:23:45
  So the one woman from the first publicly traded company, the CMO of that company, she's creating her own podcast, right?
• 1:23:53
  So we're trying to, we work with her to like, to help her set up her personal brand to really understand her brand Bible.
• 1:23:59
  Yeah.
• 1:24:00
  and her subject matter.
• 1:24:01
  And then this other one, also a big like senior VP at another huge, these are companies we've all heard of.
• 1:24:07
  Um, you know, she's come to us and she's moved to, uh, to Europe and she wants to start a tourism business.
• 1:24:13
  So what is the content plan to start a tourism business?
• 1:24:15
  So what I'm seeing with creator method is that the people that were increasingly attracting are.
• 1:24:21
  professionals, also like doctors, like Dr. Malabski, who understands now that he needs to continue developing his personal brand.
• 1:24:30
  So those are the type of people that we're seeing more of, which- Is this like a shift in the industry?
• 1:24:35
  I think it's both.
• 1:24:36
  It's a shift in the industry and we're creating more content that supports that type of thing.
• 1:24:40
  So I think we're attracting more people who-
• 1:24:43
  who this is more relevant to them, but it's definitely a shift in the industry because the fact that, you know, going back to Dr. Malabski, to see a pediatrician has been doing this for 30 years, he's made a decision that this at 56, that I now am a content creator
• 1:24:59
  leveraging my 30 years of knowledge as a pediatrician and my seven, the knowledge I have raising children for, you know, seven kids.
• 1:25:06
  And there's more of an opportunity there.
• 1:25:09
  I recently met with a gentleman, uh, who approached me.
• 1:25:13
  I was a motorcycle shopping and he approached me and he said, I know your work.
• 1:25:18
  And, you know, and I spoke with him and he's got a large company and he's like, what, what's the content plan look like now?
• 1:25:24
  And so these are the type of members that we're attracting more and more, um,
• 1:25:30
  And so that's kind of the major shift.
• 1:25:31
  And I think it's an industry shift because now everybody understands that this is the main form of communication.
• 1:25:40
  This isn't social media anymore.
• 1:25:41
  This is simply media.
• 1:25:43
  People are understanding that they need to be a media company first in any endeavor that they're doing, whether they're like a company or a professional.
• 1:25:49
  Again, we have plastic surgeons.
• 1:25:51
  We have a number of different.
• 1:25:52
  So that's, I think the industry is shifting that way.
• 1:25:55
  We're well positioned to...
• 1:25:57
  to help people with our community and with the consulting that we do, because
• 1:26:03
  there are a lot of platforms out there.
• 1:26:05
  There are a lot of creators out there who talk about how to talk on camera, how to, and we address those things too.
• 1:26:10
  And yeah, there are a lot of people who do that.
• 1:26:11
  There are very few people who can say, okay, this is the business of content creation.
• 1:26:16
  This is the business of, this is how your personal brand parlays into your business, how it's connected.
• 1:26:22
  These are the workflows that connect everything.
• 1:26:25
  This is how you monetize.
• 1:26:26
  This is how you negotiate contracts.
• 1:26:27
  This is how you do the legal work.
• 1:26:28
  This is how you do the accounting.
• 1:26:30
  Um,
• 1:26:32
  You know, this is how you build funnels.
• 1:26:33
  All of that, the business aspect of it, because with Valeria Inc., which we're going to be rebranding to Valeria Media, we've done over a thousand brand partnerships.
• 1:26:42
  We have a team of 25, 26 people.
• 1:26:45
  And so we're an actual business that does this.
• 1:26:47
  And so that's, I think, the biggest differentiator between us and a lot of our, I don't want to say competitors, but a lot of our contemporaries, peers in the industry.
• 1:26:56
  who they're teaching like how to talk on camera, which is great.
• 1:26:59
  That's all relevant.
• 1:26:59
  And we have those workshops as well.
• 1:27:00
  That's the biggest blocker.
• 1:27:02
  The biggest blocker to content creation is how does this make me money?
• 1:27:05
  That's why all the CEOs, the founders, like the, the, there's this, there's this gap between starting to create content and the time it's cried or the, the, the cost that they have to invest into it.
• 1:27:17
  And then when does it turn into revenue for my business?
• 1:27:20
  Well, it's not only revenue.
• 1:27:21
  So that's the other evolution.
• 1:27:22
  You're making the gap, like you're closing the gap.
• 1:27:25
  But that's the other evolution that I'm seeing is that I agree with you that when people create content as either a standalone business or as a part of something bigger, like as a part of an infrastructure they already have, like if they're a professional or an entrepreneur, if they're a founder that's the face of the company.
• 1:27:44
  Yes, ultimately we need to have a financial outcome, but when more and more people are realizing is that, and it's kind of what I mentioned before at the beginning of this talk, is that
• 1:27:54
  There's benefits that come that will eventually lead to the financial outcome.
• 1:27:59
  And now people are more understanding is like, it's not about direct conversion.
• 1:28:03
  It's not about putting up content every day that gets me immediate customers that pay me money.
• 1:28:08
  It's about gaining trust.
• 1:28:10
  There's been a lot of talk recently in social media about, you know, people before say attention is the asset, attention, attention, attention.
• 1:28:17
  That's now shifting to the fact that trust is the asset.
• 1:28:21
  So you can have a ton of attention on you.
• 1:28:23
  You can have 100 million people look at you, but how valuable are you compared to the person who has a million people who trust them?
• 1:28:31
  So do you want to have 100 million people looking at you who don't trust you, who are just looking at you maybe for sheer entertainment value, or is a million people who trust you more important?
• 1:28:40
  And that's why you've been hearing increasingly like people with 10,000 followers are making more money than people with 2 million followers.
• 1:28:48
  So that's the shift as well.
• 1:28:50
  One thing I've even noticed, and I think you put me onto this.
• 1:28:53
  So I'm going to ask you in a second, how do you measure trust?
• 1:28:56
  But you said something really interesting that changed how I look at podcast guests.
• 1:29:01
  So it's not just the biggest audience.
• 1:29:02
  Remind me, I love hearing about smart things that I say.
• 1:29:04
  Yeah, so you said look at their story, look at their views and their engagement, and that's the metric that we measure, the influence or the trust of the guest by.
• 1:29:14
  Like the average views per video, the engagement, the likes.
• 1:29:16
  You have like 100 million, 100 million is a lot.
• 1:29:19
  If you have a couple million followers and your engagement is really shit on your videos, the episode is not going to perform.
• 1:29:27
  But an example, so Mia, Mia Estral,
• 1:29:30
  You know her?
• 1:29:31
  She's a friend, yeah, of course.
• 1:29:32
  I literally spoke with her yesterday.
• 1:29:33
  She's coming to my house tonight for Rosh Hashanah.
• 1:29:35
  That's so funny.
• 1:29:37
  So she has incredible engagement.
• 1:29:39
  Her community is like in love with her stuff.
• 1:29:42
  And I've had influencers, people that are, you know, five times the size of her.
• 1:29:47
  And...
• 1:29:48
  I don't know about that.
• 1:29:49
  She has something like 5 million followers.
• 1:29:50
  Oh, she does?
• 1:29:51
  Something like that, yeah.
• 1:29:53
  That are bigger than her.
• 1:29:54
  Slightly bigger than her.
• 1:29:55
  She's quite big.
• 1:29:55
  But I've had people that have larger follower count, and their episode just does not perform.
• 1:30:02
  I still get, every single day, I see a new comment on her video, because her fans find her stuff.
• 1:30:07
  So what, so here's what I want to tell you is I want to tell you that there's not always a correlation and you've probably seen this in your own work is that there's not necessarily a direct correlation between the level of like the audience size of a podcast guest to the performance of the podcast episode that you will have.
• 1:30:24
  What I believe is the true marker or the true signal that will dictate whether it succeeds or fails is the subject matter of the podcast.
• 1:30:34
  You know what I mean?
• 1:30:35
  I do, yeah.
• 1:30:35
  So I don't have a huge audience, but I'm okay.
• 1:30:37
  I've got like over 100,000 followers.
• 1:30:38
  I actually reach millions of people a month.
• 1:30:40
  Like my trailing 30 days is always very high.
• 1:30:42
  It's always in the like, you know, 10 million plus.
• 1:30:46
  Though a lot of that has to do with being Valeria's husband.
• 1:30:48
  But I don't know that that will play as much of a role in the performance of this particular episode, both on YouTube and on Instagram, versus your ability to package
• 1:31:04
  what we're talking about, like me bringing in the concept of like parent, being a parent, this part of business success.
• 1:31:10
  So I believe that that has a stronger, you know, and by the way, if you look at guys like Steve Bartlett, go look at his episodes.
• 1:31:17
  There's no correlation between how big the guest is to the performance of each episode as measured by views on YouTube.
• 1:31:25
  Yeah.
• 1:31:25
  Right.
• 1:31:26
  It's always the subject matter.
• 1:31:27
  It's all of it though.
• 1:31:28
  It's all of it.
• 1:31:29
  So it's the engagement of their existing audience.
• 1:31:31
  It's the packaging of the podcast against my existing audience.
• 1:31:36
  Again, it's not just one thing.
• 1:31:37
  It's like, how do you make all those things line up?
• 1:31:39
  So I just, I'm not sorry to interrupt you.
• 1:31:41
  To me, I understand like there are podcast guests.
• 1:31:45
  They'll just go after like.
• 1:31:47
  people with the biggest audiences.
• 1:31:49
  Like that's their first and primary and sometimes only filter.
• 1:31:52
  The bigger the audience, the more I want to.
• 1:31:55
  You do it in a different way, which I really admire is you're looking at what is this person talking about?
• 1:32:00
  What is their expertise?
• 1:32:02
  And how can that expertise help your specific audience?
• 1:32:05
  And I believe in the short term, you may not get as much performance, but you're now down the road with this.
• 1:32:11
  In the long term, you're going to develop trust versus sheer attention.
• 1:32:15
  Yeah.
• 1:32:16
  You develop more on the trust side, and now you're playing a different game now.
• 1:32:21
  Well, you also, in the podcast world, when you develop trust, people take you seriously, and you get access to people that a lot of the podcasters that just chase after attention, they don't get access to some of these people because they don't want to be part of... Well, so speaking of access, so yes, access is huge, and you're right.
• 1:32:43
  There's a direct correlation with trust and access because...
• 1:32:49
  When you as a creator are trusted, that's really the value because number one, you're going to be able to get people to collaborate with you, whether they're guests on your podcast or short-form collaboration.
• 1:33:03
  You'll get way more opportunities to have people on your podcast because they trust you.
• 1:33:08
  By the way, regardless of your numbers, when somebody calls us and asks Flary to be on the podcast, we're going to look at their content.
• 1:33:15
  We're going to see who they are.
• 1:33:16
  If we've already heard of them, it helps.
• 1:33:18
  If we trust them, we don't care if they have 100,000 followers or 5 million followers.
• 1:33:23
  It doesn't, you know what I mean?
• 1:33:24
  So Valeria will be on a podcast with less viewers because there's trust.
• 1:33:28
  So trust is key.
• 1:33:29
  The other thing that trust contributes to is advertisers.
• 1:33:31
  I rarely take client meetings, but I took one because it was like I met somebody through a personal connection and I went to go meet with their team.
• 1:33:41
  And as soon as I got there, one of the executives who'd be making the decision says, oh, I've been following Valeria for years and I follow you and you guys are great.
• 1:33:50
  So that trust also helps commercially because obviously when you're bringing in clients, because I share things about our personal life and talk about the kids and whatever, that helps as well.
• 1:34:00
  And then the other...
• 1:34:02
  place where, you know, we're talking about content creation, where trust plays a key role is the opportunities, not even, not so much.
• 1:34:08
  Yeah.
• 1:34:09
  The opportunities where you're getting paid by a client, whether it's the individual in the audience or an advertiser, but the trust you get from potentially investing in companies.
• 1:34:17
  I am shocked, shocked at the people who reach out to us, who offer us allocation and their investments.
• 1:34:25
  We were recently...
• 1:34:27
  We recently invested, I was telling you about this, in this company called Neco Health, which is Daniel Ek's company, and Daniel Ek is the founder of Spotify.
• 1:34:35
  How the hell did Valeria and I get access to this deal?
• 1:34:39
  It's not a public company.
• 1:34:42
  Of course, we were in London doing a creator method workshop in London, England, not London, Ontario.
• 1:34:51
  No one is listening to this and thought of London, Ontario.
• 1:34:53
  Only Canadians I have to make that distinction with.
• 1:34:57
  But...
• 1:34:58
  We were in London, the CFO of Echo.
• 1:35:01
  This is one of Daniel X of Neko.
• 1:35:03
  This is Daniel, like one of Daniel X, like, you know, right-hand guys.
• 1:35:07
  He reaches out to us and he says, hey, we'd love to have you in to do a scan.
• 1:35:10
  Or it's this like revolutionary new thing.
• 1:35:11
  And we loved it.
• 1:35:12
  We just loved it.
• 1:35:12
  And at the end, he's like, hey, listen, like, would you guys want to be investors?
• 1:35:15
  Because, you know, I'm like, yeah, like say less.
• 1:35:19
  Yes.
• 1:35:20
  You know, so he gave us an allocation and we invested in the company.
• 1:35:22
  And then shortly after that, Mark Zuckerberg invested in the company.
• 1:35:26
  But we invested before Mark did.
• 1:35:28
  How the hell does that happen?
• 1:35:29
  So trust is the key.
• 1:35:31
  That's what I want people to take away from this is that when you're building this, everyone, I call it, they live at the bottom of the funnel.
• 1:35:39
  Everyone's living at the bottom of the funnel.
• 1:35:41
  Every action that they take as a creator or when developing their personal brand, they're like, what's going to be my benefit?
• 1:35:46
  How can I make a sale, a sale, a sale, a sale?
• 1:35:48
  It's the wrong way to look at it.
• 1:35:50
  Stop living at the bottom of the funnel.
• 1:35:51
  It took years for Valeria to develop trust.
• 1:35:55
  for the people at Neco Health to say, hey, come and experience this.
• 1:36:01
  Here's an allocation, invest.
• 1:36:03
  I don't know how I'm going to do on it, but I think it's going to be a meaningful thing.
• 1:36:06
  I think that that investment may be kind of, it could be life-changing for us.
• 1:36:11
  Because it takes you five, six, seven years to build that trust.
• 1:36:16
  And what do creators do?
• 1:36:17
  Well,
• 1:36:18
  They go after the shock, but they're trying to monetize a little too early.
• 1:36:22
  So the reason why yesterday we sat down with a guy, he sold five companies, total aggregate exit value $20 billion.
• 1:36:32
  The reason why I get those emails, and these are not guys that do the round of podcasts, is because...
• 1:36:39
  I don't bring on guests that are yapping about things they have no business yapping about.
• 1:36:44
  And the most viral recent person, I don't bring those people on on purpose because that discredits me and erodes my trust.
• 1:36:51
  Sorry to interrupt you.
• 1:36:52
  I think you've already transcended that, meaning when they...
• 1:36:57
  First of all, they probably would have heard of you.
• 1:36:59
  I'm just saying, yes, the guests that you bring on play a role, but I believe you're already past that.
• 1:37:04
  I believe that they're coming in because of you.
• 1:37:06
  Yes, but I mean like when I started, I could have gone after the cheap views.
• 1:37:09
  No, no, of course.
• 1:37:09
  And that would have killed the trust.
• 1:37:11
  Right.
• 1:37:11
  Let's say I'm a mud of a guest.
• 1:37:13
  Let's say I'm a terrible guest.
• 1:37:14
  I have no credibility.
• 1:37:15
  I'm way too...
• 1:37:17
  I'm not successful enough, and somebody who has $20 billion in aggregate...
• 1:37:23
  in aggregate exits may look at me and say, well, if Scott has this under accomplished dude with his like shaved head and his weird beard, um, if he has him, I don't want to, I don't want to be on Scott.
• 1:37:34
  That can't happen to you anymore.
• 1:37:36
  Because even if you bring in like a mud of a guest, they're going to look at you and they're going to be like, this guy's legit.
• 1:37:41
  So he has the creative freedom to bring on anybody he wants.
• 1:37:44
  If Steve Bartlett tomorrow brings on, I don't know,
• 1:37:55
  the top people will still want to be on his podcast the next day.
• 1:37:58
  But it takes a while to build that.
• 1:37:59
  And I think people kill their reputation at the beginning by looking for those cheap wins.
• 1:38:05
  They're impatient.
• 1:38:06
  They're impatient.
• 1:38:07
  But at the same time, I think those cheap wins...
• 1:38:12
  Getting a guest to come on your show, I think there's still value in it, even if they're like unknown or they're, because it allows you.
• 1:38:17
  I don't think unknown.
• 1:38:18
  Unknown is not the issue with me.
• 1:38:20
  Tim Ferriss brings unknown on that are still highly competent.
• 1:38:23
  It's the, it's the people that are controversial just to be controversial.
• 1:38:27
  Yeah.
• 1:38:28
  But at least you get the reps in.
• 1:38:29
  So I wouldn't negate it completely in the beginning.
• 1:38:31
  I'm just saying like, don't, don't be at the bottom of the funnel.
• 1:38:34
  Don't be like always money, money.
• 1:38:35
  How do I make money today?
• 1:38:37
  That's what's, I think that's what's more damaging.
• 1:38:39
  I mean, it took me two years to make like a dollar with this podcast.
• 1:38:42
  I know, but think of what you did, right?
• 1:38:43
  And I think that's what the reframe that needs to happen in this industry with people who are developing their personal brands.
• 1:38:48
  This is a separate asset that, you know, the people that I talk to when they're at the early stage of developing a content concept, whether it's for them as an individual or for their business, because we deal with a lot, we work with and consult with a lot of businesses who need content.
• 1:39:05
  when they ask, how is this going to monetize?
• 1:39:07
  If I see a direct way for them to monetize, let's say they're a realtor or a brokerage, this will immediately, like, let's say, like John, for example, his cars.
• 1:39:15
  When he does content about his cars, and I recently had this talk with him,
• 1:39:20
  He already has a monetization engine where immediately he'll get more traffic of people who are interested in these cars.
• 1:39:25
  It'll be qualified.
• 1:39:26
  It'll be great.
• 1:39:27
  But he said, well, what else will it be?
• 1:39:29
  I'm like, I don't know.
• 1:39:31
  That's the beautiful part about this.
• 1:39:32
  It's both the scary and the amazing part about this is that you don't know.
• 1:39:36
  Like, I don't know tomorrow.
• 1:39:38
  Like think about all the stuff we got into.
• 1:39:39
  Yeah, there's the brand partnerships that we do, but our investing into companies, you know, we get offered such a plethora of different opportunities.
• 1:39:47
  Some of them are experiences.
• 1:39:49
  Some of them are financial.
• 1:39:50
  That's the thing.
• 1:39:51
  So what I told John is John just keep pushing out and which he does keep pushing out the content.
• 1:39:55
  John's advantage is he's got immediate monetization opportunities because he already has the organization that procures these vehicles and spells the cells of these specialized vehicles.
• 1:40:07
  But I told them if you keep doing this one day, I don't know, like, uh, people, people who make shoes for a car enthusiast, they're going to call you and offer you like millions of dollars to, to, to advertise, to integrate their, their products into your, your content.
• 1:40:21
  So you gotta, you gotta be patient.
• 1:40:22
  You gotta be patient.
• 1:40:23
  Yeah.
• 1:40:24
  But that's the thing.
• 1:40:24
  You gotta be diligent.
• 1:40:26
  Yeah.
• 1:40:26
  But you also have to find a way, especially with creators, you gotta find a way to pay the bills while you're starting.
• 1:40:31
  So you don't make dumb decisions or you don't burn out too soon.
• 1:40:34
  Yes, that's why.
• 1:40:36
  So yes, that's one scenario.
• 1:40:39
  The other scenario is, using John again as an example, you already have an existing business that's doing something.
• 1:40:47
  You already have leverage.
• 1:40:48
  And everything.
• 1:40:50
  you already have a cash flowing business that's covering your expenses.
• 1:40:54
  So to me, once you already have a business that's making money, you're already de-risked because you're saying, I'm going to take X amount of money every month for production, for consulting, for coaching, for whatever I need to do in order to create a content concept.
• 1:41:07
  You're just subsidizing within an existing business.
• 1:41:10
  And, you know, it's tougher when you have nothing and you are, um, like not nothing, but I mean, let's say you're an, you're a traditional employee and you're working nine to five.
• 1:41:19
  Yeah.
• 1:41:20
  That's, that's tough because the only thing that's subsidizing is your wage.
• 1:41:24
  That's typically covering just your living expenses.
• 1:41:27
  Whereas then you have to work from like five to like midnight doing your, your content gig, right.
• 1:41:32
  Trying to grow that.
• 1:41:34
  But for the people who already have an established business, who have been in business for like 5, 10, 20 years, you already, it's just a reallocation of your investment because that's when you see the real, like people really take off.
• 1:41:45
  And you see it all the time.
• 1:41:46
  You see it with car dealerships.
• 1:41:47
  You see it with like doctors, you know, doctors are already making money in their, Dr. Michael Malabski, he's already making money 30 years as a pediatrician.
• 1:41:56
  So it's a matter of now allocating a portion of his budget to content creation.
• 1:42:00
  And now you have that exponential curve.
• 1:42:02
  That's the change that we're seeing in creator method is people coming in who are at both stages, that initial stage where they need to create something and they don't necessarily have the funds and it's riskier.
• 1:42:12
  Like, by the way, where Valeria and I were when Valeria started.
• 1:42:15
  And she got that first brand deal.
• 1:42:17
  That first $10,000 brand deal.
• 1:42:19
  And I said to her, okay, we're going to hire a videographer so you can create more and better content.
• 1:42:24
  We mapped all that out.
• 1:42:25
  Her question to me, and I probably mentioned it on the last episode, her question to me was, well, how long will this $10,000 last?
• 1:42:31
  And I said, three months.
• 1:42:33
  She goes, what if we don't make any more brand deals between now and three months and lose the $10,000?
• 1:42:38
  And I looked at her and I said, what if we do?
• 1:42:40
  Okay.
• 1:42:42
  And on that, what if we do, we now make millions of dollars a year.
• 1:42:46
  You know, 10 years later, we reach hundreds of millions of people.
• 1:42:50
  You know what I mean?
• 1:42:51
  And it's on the, and so, yeah, there's that scenario.
• 1:42:54
  But if you already have, and this is kind of what I'd want to impart, I think, if we're concluding and we want to impart something from a content creation perspective, if you are a business owner, if you have an existing business.
• 1:43:06
  You need to ask yourself, how do I become a media company?
• 1:43:11
  Because if you have an existing business, you're, and Ryan Serhant says this famously, he's like, we're not a real estate brokerage.
• 1:43:17
  We're a media company that monetizes through real estate, something to that effect.
• 1:43:22
  Right?
• 1:43:22
  So regardless of the business that you're in, allocate a budget to...
• 1:43:27
  content to become a media company and then watch your business just exponentially grow.
• 1:43:31
  And furthermore, I'll tell you that if you don't do it, your competitors will.
• 1:43:36
  So this isn't a matter of taking advantage of an opportunity.
• 1:43:38
  This is a matter of not getting left behind.
• 1:43:41
  Where are people going?
• 1:43:42
  Social, website?
• 1:43:43
  You can find me on Instagram, Gary Lipovetsky, G-A-R-Y.
• 1:43:47
  And then my last name, Gary Lipovetsky.
• 1:43:49
  You can find my wife, Valeria Lipovetsky.
• 1:43:52
  Just add Valeria Lipovetsky.
• 1:43:53
  Creator method is at creator.method because creator method wasn't available.
• 1:43:58
  And yeah, you can DM me and I'm there.
• 1:44:00
  For content creator, Gary, what's something you wish you knew a year ago about content or 16 months ago when you first started that would have helped you grow faster?
• 1:44:10
  That it requires a tremendous amount of effort and it's a non-negotiable.
• 1:44:16
  You can't, it's, you know, you can't punt it anymore.
• 1:44:20
  You've been exposed.
• 1:44:21
  If you're not creating content, you're going to have a, I believe you're going to have a harder time unless you've established such a powerful network for yourself, um, you're
• 1:44:32
  IRL, like in the real world, um, that you can tap into unless you've done that, you're going to fall behind.
• 1:44:40
  So I would tell myself, my only regret is I was so focused on Valeria's social media because I was living at the bottom of the funnel and
• 1:44:50
  because her social media has much, because she's a woman talking about kind of women's interests, it's highly monetizable, if that's a word.
• 1:44:57
  So I would focus all of my efforts over the last decade on Valeria's social media in working with her, um, and helping her and develop that and develop the team around that.
• 1:45:08
  What I would say to myself a year, you know, or, or even from the beginning would be.
• 1:45:14
  Yes, concentrate on this, building this asset, her personal brand.
• 1:45:19
  Don't neglect your own.
• 1:45:20
  I neglected my own for the longest time.
• 1:45:22
  That would be the advice I would have.
• 1:45:23
  Whatever else you're working on, make time for this because it's crucial.