Latest / New Era Reseller / Butter, Foundation, and the Delicate Cure

Transcript

Butter, Foundation, and the Delicate Cure · New Era Reseller

• 0:00
  Robin Joy: I make butter with the kids at Thanksgiving.
• 0:02
  Robin Joy: I like to I like to get the but kids to make the butter.
• 0:05
  Robin Joy: Mm-hmm.
• 0:05
  Robin Joy: Right?
• 0:05
  Robin Joy: Now you can do it with with a KitchenAid in about four minutes, but it's more fun when you get the kids to do it.
• 0:10
  Brian Olson: Yeah.
• 0:11
  Robin Joy: Okay.
• 0:11
  Robin Joy: That's the point is you put cream in a mason jar.
• 0:17
  Robin Joy: Just cream.
• 0:19
  Robin Joy: And then you hand it put the lid on tight, you hand it to one of the kids, and you're you say shake until it becomes butter.
• 0:25
  Robin Joy: And they shake and they shake and they shake and they shake and they shake and they shake and then they give it to one of the other kids and they shake and they shake and they shake and shake and nothing ever happens.
• 0:35
  Brian Olson: And they start nothing is happening.
• 0:37
  Robin Joy: Yeah, they start looking at you like, are you playing a trick on us?
• 0:40
  Robin Joy: Like you're making us do something that doesn't that doesn't work, right?
• 0:44
  Brian Olson: Uh-huh.
• 0:44
  Robin Joy: To a kid, you know, this 20-30 minutes that it takes, depending on how warm it is, it's like an eternity.
• 0:51
  Robin Joy: Like, how long do I have to do this, right?
• 0:54
  Robin Joy: So they're, you know, wondering if it's broken, if they did something wrong, and then all of a sudden they hear it.
• 1:02
  Robin Joy: Thunk.
• 1:02
  Robin Joy: Right?
• 1:04
  Robin Joy: There's a noise hitting the lid of the jar, then you realize all of a sudden it's butter.
• 1:10
  Robin Joy: It happens that fast.
• 1:11
  Robin Joy: You didn't see anything seconds before, and boom, all of a sudden it's butter.
• 1:15
  Robin Joy: This beautiful creamy yellow butter.
• 1:20
  Brian Olson: And remember this for the next half an hour or so, right?
• 1:23
  Brian Olson: Um, that like finally, after all of that shaking and the thud that happens, the thud is not the work.
• 1:32
  Brian Olson: That's not when the progress happened.
• 1:34
  Robin Joy: Right.
• 1:34
  Brian Olson: The progress happened when you couldn't see anything that was going on in there, right?
• 1:38
  Robin Joy: Yep.
• 1:38
  Brian Olson: That noise was just the moment it finally came to fruition.
• 1:42
  Robin Joy: That's exactly right.
• 1:43
  Robin Joy: And that's what this episode is about.
• 1:45
  Brian Olson: Yeah, so we're gonna talk about that a lot in a lot of different angles today.
• 1:47
  Brian Olson: And um let's just uh call it out up front.
• 1:51
  Brian Olson: Um, this topic usually gets handled poorly, even by uh some this topic usually gets handled or skipped over, like not really addressed cleanly.
• 2:02
  Brian Olson: And so um, this is really not about a discipline, you know, like you need to get you know more consistent, all that.
• 2:11
  Brian Olson: Um, we're not gonna tell you that you want it, you need to want it more than you do, right?
• 2:15
  Brian Olson: We are gonna do some math.
• 2:19
  Robin Joy: Oh dear, on camera.
• 2:20
  Brian Olson: On camera, yeah.
• 2:21
  Robin Joy: Yeah, it's all about the arithmetic, right?
• 2:24
  Brian Olson: Yeah, and I think by the time we get to the end of this, you're gonna have a different way of thinking about what your progress is, right?
• 2:30
  Brian Olson: And I think it's going to feel like hopefully a little bit of a relief, a little bit of a sigh, not a beating or a thrashing.
• 2:38
  Brian Olson: So stay with us till the last segment because that's where the numbers really come in.
• 2:45
  Brian and Robin Joy: So we've all been there, right? Yeah.
• 2:47
  Brian and Robin Joy: Ask me how I know. Ask me how I know.
• 2:49
  Brian and Robin Joy: I stack the deck in your favor. This, stack the deck in your favor.
• 2:51
  Brian and Robin Joy: Yeah. That's what you say. Uh-huh. What can cure that? That's right.
• 2:54
  Brian and Robin Joy: We kind of turn it upside down. We turn it upside down.
• 2:56
  Brian and Robin Joy: I love turning it upside down. I know. You know what cures that?
• 2:58
  Brian and Robin Joy: Ask me how I know. Amazon is a logistics company.
• 3:00
  Brian and Robin Joy: Test more ASINs. Go test more ASINs. Test more ASINs.
• 3:02
  Brian and Robin Joy: Test more ASINs. Test more ASINs. Right. I gotcha.
• 3:04
  Brian and Robin Joy: Let's go test more ASINs. Let's go test more ASINs. See you soon. See you soon.
• 3:07
  Brian Olson: Welcome back to the Modern Builders Network. We are the Official Olsons. I'm Brian.
• 3:11
  Robin Joy: And I'm Robin Joy.
• 3:13
  Brian Olson: And this is the New Era Reseller.
• 3:16
  Robin Joy: We are all in the business of becoming undeniable.
• 3:19
  Robin Joy: I want to start somewhere strange, so bear with me.
• 3:24
  Brian Olson: Okay.
• 3:25
  Robin Joy: You've never seen a perfect circle.
• 3:28
  Brian Olson: Yeah, this is the weirdest thing for me.
• 3:30
  Robin Joy: Yeah, I'm telling you, you've never seen a perfect circle.
• 3:33
  Robin Joy: Not one, not ever.
• 3:34
  Robin Joy: Okay.
• 3:35
  Robin Joy: Not on a screen, not on a page, not in nature.
• 3:38
  Robin Joy: Every circle you've ever laid eyes on is just a little bit off somewhere.
• 3:42
  Brian Olson: And and so where do we get this idea that uh that there is such a thing as a perfect circle?
• 3:47
  Robin Joy: Yeah, so you don't know what a perfect circle is, or you wouldn't be able to identify it when I draw a circle on a napkin and it's not quite perfect, right?
• 3:57
  Brian Olson: That's right.
• 3:57
  Brian Olson: Yeah.
• 3:58
  Brian Olson: Um that's really like not the the imperfect circle isn't the problem, right?
• 4:05
  Brian Olson: We we're we really are judging everything by a standard.
• 4:08
  Brian Olson: And so the only reason that you can sort of tell a good circle from a bad circle is you have to have one to put it up against, right?
• 4:16
  Brian Olson: Measure it.
• 4:17
  Brian Olson: To a standard.
• 4:17
  Brian Olson: Okay.
• 4:18
  Brian Olson: If you take away that circle that's drawn pretty close, but not necessarily perfect, uh, well, then you have nothing to measure against.
• 4:24
  Robin Joy: Right, right.
• 4:25
  Robin Joy: So I said, bear with me.
• 4:26
  Robin Joy: Okay.
• 4:26
  Robin Joy: I'm gonna go all philosopher here.
• 4:28
  Robin Joy: You know I love it.
• 4:29
  Robin Joy: You know my love for Plato.
• 4:31
  Brian Olson: Yep.
• 4:32
  Robin Joy: Okay, so here's what happened.
• 4:33
  Robin Joy: The there was an argument between Plato and his student, Aristotle, about what perfect form was and where it mattered.
• 4:42
  Robin Joy: Plato said the perfect form of everything lives on a different plane.
• 4:48
  Robin Joy: Okay.
• 4:49
  Robin Joy: Different plane of existence.
• 4:50
  Robin Joy: Right?
• 4:51
  Robin Joy: This form is what what we never see in reality, but it's what we all compare what we see in real reality to.
• 5:01
  Robin Joy: Okay.
• 5:02
  Robin Joy: There's a perfect house somewhere on this plane of existence, and our house is never the perfect house.
• 5:08
  Robin Joy: Okay.
• 5:08
  Robin Joy: But Aristotle said, no, no, no, no, no.
• 5:11
  Robin Joy: No, the form is not somewhere else, the form is in the thing.
• 5:15
  Robin Joy: Okay, the form is in the house, it just hasn't been built yet.
• 5:22
  Robin Joy: So the perfect form is there, it's going to be there, it just hasn't gotten there yet.
• 5:28
  Brian Olson: Okay.
• 5:28
  Brian Olson: Okay.
• 5:29
  Brian Olson: Okay.
• 5:29
  Brian Olson: Still a little Okay.
• 5:32
  Robin Joy: We're gonna get in there.
• 5:33
  Robin Joy: Bear with me.
• 5:34
  Brian Olson: But what's interesting is like he was actually using a house, right?
• 5:38
  Brian Olson: So if we think about what a house is, we've got the materials, the bricks and the wood and all that sort of stuff that are the material.
• 5:46
  Brian Olson: And then the way that it gets assembled is the form.
• 5:50
  Brian Olson: And I think of the uh uh what is it?
• 5:54
  Brian Olson: The um uh Petruvian man, Vitruvian uh Ver Vertruve Vitruvian.
• 6:01
  Brian Olson: Vitruvian man, yeah.
• 6:03
  Robin Joy: Da Vinci, yes.
• 6:04
  Brian Olson: The Da Vinci drew the guy, right?
• 6:05
  Brian Olson: The perfect I don't know, he called it perfect form, but this is what we always think of like perfect human form, right?
• 6:12
  Robin Joy: Yes, yeah, yeah, exactly.
• 6:13
  Robin Joy: So the perfect version is not taunting you from across the room.
• 6:18
  Robin Joy: It's sitting in the pile of material at your feet, waiting for the work to be done to it.
• 6:23
  Brian Olson: Okay, so get this across the finish line for us, right?
• 6:26
  Brian Olson: So what is the perfect form in our world?
• 6:30
  Robin Joy: Okay, let's look at it this way.
• 6:31
  Robin Joy: Ask me about the perfect re restocking, what perfect restocking looks like, and I'm gonna give you the answer in one sentence.
• 6:39
  Brian Olson: Okay.
• 6:40
  Robin Joy: Okay.
• 6:40
  Robin Joy: All right.
• 6:40
  Robin Joy: I'm gonna give you the the form, the perfect answer, and then we'll decide.
• 6:45
  Brian Olson: Got it.
• 6:46
  Robin Joy: So you figure out how many you can sell in a month of your replenishable that you've already tested.
• 6:51
  Robin Joy: You get that base in stock, and then as it sells, you buy more to restock.
• 7:00
  Robin Joy: You sell three, you restock three.
• 7:03
  Robin Joy: You sell ten, you restock ten.
• 7:05
  Robin Joy: You replenish this um over and over and over.
• 7:09
  Robin Joy: Nothing sits, nothing runs out forever, and it's all perfect, right?
• 7:14
  Robin Joy: That's the circle.
• 7:14
  Robin Joy: That's the perfect circle.
• 7:16
  Brian Olson: The only thing I would change about that is you know how much it sells every month already, right?
• 7:21
  Brian Olson: So then and so that's how many you send in, and then you just restock, refresh, restock.
• 7:26
  Brian Olson: Okay, here's the perfect form.
• 7:28
  Robin Joy: That's the perfect form.
• 7:28
  Robin Joy: But life is not perfect.
• 7:31
  Brian Olson: It never works that way.
• 7:31
  Brian Olson: It never works that way.
• 7:32
  Brian Olson: It never works that way.
• 7:33
  Brian Olson: Yeah.
• 7:34
  Robin Joy: But to have an ideal to shoot for, uh-huh.
• 7:36
  Robin Joy: That's why I always explain this up front when people ask me how to how how do you restock?
• 7:40
  Robin Joy: How what are what are the numbers?
• 7:42
  Robin Joy: Well, how do I get this perfect?
• 7:44
  Brian Olson: Uh-huh.
• 7:44
  Robin Joy: It's not going to be perfect.
• 7:45
  Robin Joy: The best you can do, and what you should do, in my opinion, is shoot for perfect, figure out what perfect looks like, and tr and try to get there as close as you can and end up somewhere in a range, but with a system that always shoots for perfect.
• 8:01
  Brian Olson: So it's like it the question really isn't ever, did I hit perfect?
• 8:07
  Brian Olson: Did you hit directly in the center of the bullseye?
• 8:10
  Brian Olson: Right.
• 8:11
  Brian Olson: Um, really a better question is how close can you get uh to matching sort of what that looks like?
• 8:18
  Brian Olson: Right.
• 8:18
  Brian Olson: By the way, before I forget, we are doing off script.
• 8:23
  Brian Olson: I am going off script.
• 8:25
  Brian Olson: Going off script.
• 8:26
  Brian Olson: Um, our next webinar, which is going to be the 29th of September, we're actually hosting um a build your own AI or leverage AI for your business.
• 8:36
  Brian Olson: And we're going to build a prototype for a replenishment uh uh automation.
• 8:44
  Robin Joy: Oh, really?
• 8:44
  Robin Joy: Yes.
• 8:45
  Robin Joy: That's gonna be what you're gonna use AI to do.
• 8:47
  Brian Olson: That's what we're gonna cover.
• 8:48
  Robin Joy: I'm excited.
• 8:49
  Robin Joy: Yeah, I'm not gonna miss it.
• 8:51
  Brian Olson: Yeah, okay.
• 8:52
  Robin Joy: You can find more information at officialolsons.com.
• 8:54
  Robin Joy: Yes.
• 8:55
  Robin Joy: All right.
• 8:56
  Robin Joy: So the question, like you said, is not did I hit perfect, but how close can I get?
• 9:02
  Robin Joy: It's it becomes a game of shuffleboard, right?
• 9:04
  Brian Olson: Yeah.
• 9:04
  Robin Joy: How good can I get getting really close without going over, right?
• 9:08
  Robin Joy: And when I explain it that way, people start stop arguing with me because that now they can see what they're aiming at.
• 9:15
  Robin Joy: Not that they're failing, that not that they are flailing, not that they're just shooting stuff out there.
• 9:23
  Robin Joy: They figure out how to aim, and that's what makes the difference between perfect and what reality is, and we can actually
• 9:31
  Brian Olson: accomplish. And this is one of those things you can't forget about, right?
• 9:33
  Brian Olson: Now, in a few minutes in this episode, we're gonna take that same idea and help explain why that person that you keep comparing yourself to in this in this business to, right?
• 9:45
  Brian Olson: Um, is probably not even.
• 9:48
  Robin Joy: Looks like he's got it all figured out, right?
• 9:51
  Brian Olson: All right.
• 9:51
  Brian Olson: All right, so let's say that we're gonna go build this house, this perfect form of a house.
• 9:56
  Robin Joy: Yeah, you've you've built spec houses before.
• 9:57
  Robin Joy: You know how this works with Mr.
• 9:59
  Robin Joy: General Contractor.
• 10:00
  Brian Olson: Yeah, not really, but uh wannabe, the general contractor wannabe.
• 10:05
  Robin Joy: You have some experience.
• 10:07
  Brian Olson: Yes, I do.
• 10:07
  Brian Olson: Uh so let's say that you go buy a blueprint.
• 10:10
  Brian Olson: This is what I did, right?
• 10:12
  Brian Olson: A good one.
• 10:13
  Brian Olson: I was like, I would totally live in that house.
• 10:15
  Robin Joy: Yeah, right?
• 10:16
  Brian Olson: Oh, it was a great so it was good to me, right?
• 10:17
  Brian Olson: Um, but it had already been built a number of times.
• 10:20
  Brian Olson: Ten other people had already bought the blueprint and built the house, like or way more than 10, right?
• 10:25
  Brian Olson: And um still, if you go look at those houses today, each one that was built from that blueprint, every house is going to be different.
• 10:33
  Robin Joy: Every single one, every time.
• 10:34
  Brian Olson: And every time that is different, it's not because that nine of them did it wrong.
• 10:40
  Robin Joy: Yeah, those other nine guys they did it wrong and you did it right.
• 10:43
  Robin Joy: Is that how it was?
• 10:45
  Brian Olson: It's because of the other things that the blueprint doesn't know anything about.
• 10:51
  Brian Olson: Uh-huh.
• 10:51
  Brian Olson: Now, the most obvious version of this is the finish out.
• 10:55
  Brian Olson: Right?
• 10:56
  Brian Olson: Do I want siding?
• 10:57
  Brian Olson: Do I want stucco?
• 10:58
  Brian Olson: Do I want a tile roof?
• 11:00
  Brian Olson: Do I want shingle?
• 11:00
  Brian Olson: Do I want a carpet?
• 11:02
  Brian Olson: Do I want hardwood floors?
• 11:03
  Brian Olson: Like these things automatically change the feel of the inside of the home, right?
• 11:07
  Brian Olson: Right.
• 11:07
  Brian Olson: But even before we get to that point, there's some things that come into play here.
• 11:13
  Brian Olson: Number one, the lot.
• 11:14
  Brian Olson: Where is the property, whenever where's the home going to sit on the lot, right?
• 11:21
  Brian Olson: Which way does it face?
• 11:23
  Brian Olson: Which way could it face?
• 11:25
  Brian Olson: How does the lot slope?
• 11:27
  Brian Olson: Right?
• 11:27
  Brian Olson: Where does the water get drained off?
• 11:29
  Brian Olson: And we had experience with that with a house.
• 11:32
  Brian Olson: It wasn't a spec home, but it was a new build for it, right?
• 11:34
  Brian Olson: How does the sun hit the windows in the afternoon?
• 11:39
  Brian Olson: Right?
• 11:39
  Brian Olson: Everyone thinks, at least in Colorado, everyone thinks they want the mountain view.
• 11:42
  Brian Olson: Great.
• 11:43
  Brian Olson: That means you've got about six hours of sunlight shining directly in your home.
• 11:47
  Robin Joy: And it is hot in the afternoon.
• 11:48
  Robin Joy: Super hot.
• 11:49
  Robin Joy: Hotter than it is outside.
• 11:51
  Brian Olson: Yes, yes.
• 11:51
  Brian Olson: Oh, yeah, way, right?
• 11:53
  Brian Olson: And then you have the neighborhood factors that go into this, right?
• 11:58
  Brian Olson: You've got um building code.
• 12:01
  Brian Olson: Yeah.
• 12:01
  Brian Olson: You got permits, you got setbacks, you got inspections.
• 12:04
  Brian Olson: You got HOAs.
• 12:05
  Brian Olson: Yeah, yeah.
• 12:06
  Brian Olson: Plus whatever the HOA makes up this year about what it is they're gonna measure, right?
• 12:10
  Robin Joy: That's right.
• 12:11
  Robin Joy: That's right.
• 12:11
  Robin Joy: So the same blueprint, handed to two different people, produces two completely different sets of decisions.
• 12:18
  Brian Olson: Uh-huh.
• 12:19
  Robin Joy: And they won't.
• 12:20
  Robin Joy: Let alone all the decisions that you make as you build the house.
• 12:22
  Brian Olson: Yeah, and here's the thing that I think some people are challenged with when they start coaching with us or start doing advisory services with us is they almost feel sometimes, some not everybody, but some people feel put off that we put the decisions back on them.
• 12:36
  Brian Olson: You need to decide which way the house is gonna face.
• 12:39
  Brian Olson: You need to decide what your drainage plan.
• 12:43
  Brian Olson: I mean, I we'll we'll be the experts and we'll do it for you.
• 12:45
  Brian Olson: Yeah, you need to decide what the finish out looks like, right?
• 12:48
  Robin Joy: Yeah.
• 12:48
  Robin Joy: We're gonna explain to you what your choices are, what your trade-offs are, yeah, and help you make that decision.
• 12:53
  Robin Joy: We're even gonna make a recommendation most of the time.
• 12:56
  Robin Joy: Yeah.
• 12:57
  Robin Joy: But the decision is yours.
• 12:58
  Brian Olson: Right.
• 12:58
  Brian Olson: So the blueprint doesn't cover these things.
• 13:00
  Brian Olson: Okay.
• 13:02
  Robin Joy: So tell us kind of what the blueprint is so we know what you're talking about.
• 13:05
  Brian Olson: So the blueprint in the case of the business, the way that we approach it, uh is part of that four-week that replenishment plan, right, is part of it.
• 13:13
  Brian Olson: But going all the way back to the beginning, um, our blueprint is the framework.
• 13:18
  Brian Olson: So what do we have in the frameworks?
• 13:19
  Brian Olson: We've got the pre-flight inspection, we've got bridging the gap, we've got the three-step check, the four-week tests, the perfect replenishment, which that thing doesn't exist, but whatever.
• 13:32
  Robin Joy: But our our book uh explains all of these frameworks.
• 13:37
  Brian Olson: It basically frameworks and how people have implemented it over the years.
• 13:42
  Brian Olson: Okay.
• 13:42
  Brian Olson: So your lot, okay, your capital, which brands you're gated for, um, uh, your storage limits and your capacity monitor, whatever it says this month, your category approvals, and your hours.
• 13:57
  Brian Olson: Okay.
• 13:58
  Brian Olson: All of these things, we're gonna come back to the hours at the end, all of these things are inputted to make your business different.
• 14:08
  Brian Olson: My business with the same blueprint that we just laid out is going to be different than your business if we both started from, from square one, right?
• 14:16
  Robin Joy: Because your your time's gonna be different, your capital's gonna be different, your life experience is going to be different.
• 14:21
  Robin Joy: And so this is where people get kind of mad at us.
• 14:25
  Robin Joy: Sometimes, yeah, because we don't give them the answer.
• 14:28
  Robin Joy: Well, yeah.
• 14:29
  Robin Joy: I don't think, you know, we don't want to give you an answer.
• 14:33
  Robin Joy: We want you to make the dis the decision, but we will give you a recommendation and help you come to a decision that will work for you.
• 14:42
  Brian Olson: It's one of those things like uh uh uh like a core values of a company or when someone describes ethics and you know, and you're forced to define ethics or morals, right?
• 14:53
  Brian Olson: And and it's like, okay, we have a general framework for what they are, but it's on you to decide what really fits inside of them, right?
• 15:01
  Brian Olson: Right.
• 15:02
  Robin Joy: And and well, let me just if I can inject here, it's not because you know, we're we're watching to see if you're gonna fall over or anything.
• 15:10
  Robin Joy: We're we're we're supporting you.
• 15:11
  Robin Joy: The the difference is there are a thousand different ways to do the different frameworks even to use that work.
• 15:21
  Robin Joy: We've got frameworks for you to use, and there are many different decisions you can make there, and you have to base those on what you have as resources, your time, your money, your your experience, your you know, whatever you have to put into the business.
• 15:37
  Robin Joy: We've got to apply that to the frameworks.
• 15:41
  Robin Joy: And you have to believe in it, you have to buy it, or it doesn't do me any good to tell you what to do.
• 15:48
  Brian Olson: And and on purpose, we do it, right?
• 15:50
  Brian Olson: We give you a path.
• 15:52
  Brian Olson: Oh, see what I did there? That you can get on, right, until you have clearly defined your own approach, right?
• 16:00
  Brian Olson: So we're not handing you this strict rule book, the doctrine that says this is exactly what you need to execute on in this very specific way, right?
• 16:12
  Brian Olson: But there is this one little piece of information that you know we'll we'll negotiate with people with uh with folks on sometimes.
• 16:23
  Brian Olson: Okay, and it's this until you can tell me convincingly how your way works.
• 16:30
  Brian Olson: In other words, you've defined it, you've tested it, you know that it works.
• 16:34
  Robin Joy: And we believe that you believe.
• 16:35
  Brian Olson: Yep.
• 16:35
  Brian Olson: We we suggest strongly you use ours.
• 16:39
  Robin Joy: Yeah, right.
• 16:39
  Robin Joy: Our recommendations because if you don't, that's the reason we made guidelines so you have someplace to go until you build your own experience.
• 16:45
  Robin Joy: Borrow ours.
• 16:47
  Brian Olson: Yeah, and if you don't, you're you you probably won't get started at all because we everything is a question and you don't know the answer, right?
• 16:53
  Brian Olson: And so it's nice to like sit back and pick it apart, yeah.
• 16:57
  Brian Olson: But I was and try to absolutely find a way to make it better through experience.
• 17:02
  Brian Olson: Experience is the only thing that's ever produced anyone's own answers, right?
• 17:07
  Brian Olson: About their own approach to the business.
• 17:08
  Robin Joy: And your house is gonna look different than mine no matter how hard you try.
• 17:13
  Robin Joy: I promise.
• 17:14
  Brian Olson: It's funny.
• 17:14
  Brian Olson: We live in uh in an apartment building.
• 17:16
  Brian Olson: Okay, and every uh floor plan in a stack, right?
• 17:22
  Brian Olson: Like of all all the units above us are exactly the same, all the units below us are exactly the same.
• 17:27
  Brian Olson: But I guarantee you floor plan wise, walking into them feels each one feels completely different.
• 17:34
  Robin Joy: Yeah.
• 17:35
  Robin Joy: Exactly.
• 17:35
  Robin Joy: All right, so we're building our house.
• 17:38
  Brian Olson: Yep.
• 17:38
  Robin Joy: And it's slow.
• 17:40
  Brian Olson: It feels slow, doesn't it?
• 17:42
  Brian Olson: Oh my gosh.
• 17:43
  Robin Joy: Across the street, somebody broke ground around the same time that we did.
• 17:47
  Brian Olson: Uh-huh.
• 17:47
  Robin Joy: And their place already has walls, it has a roof line, it's starting to look like a house.
• 17:52
  Robin Joy: And you stand in your own yard and you think, well, what is wrong with me?
• 17:56
  Robin Joy: Why why do I only have a hole in the ground?
• 17:58
  Brian Olson: Because you got a hole in the ground and you don't even have foundation yet, right?
• 18:01
  Brian Olson: Right.
• 18:02
  Brian Olson: And some of that is resources.
• 18:03
  Brian Olson: I mean, we can't deny that.
• 18:05
  Brian Olson: Um, but most of it is not resources.
• 18:08
  Brian Olson: I think most of it is hours of effort.
• 18:11
  Brian Olson: So even if you both broke ground on the same day, right?
• 18:15
  Robin Joy: Someone who's got do you want to Yeah.
• 18:24
  Robin Joy: So do the math out loud.
• 18:25
  Robin Joy: I know this is scary.
• 18:27
  Robin Joy: I know.
• 18:28
  Robin Joy: Bear with us.
• 18:28
  Robin Joy: I think we're gonna be okay here.
• 18:30
  Robin Joy: We're going to do math out loud on camera, and hopefully this is gonna make sense.
• 18:34
  Robin Joy: But tell us so we can understand what you're trying to say here.
• 18:39
  Brian Olson: So that house across the street, yeah, probably had a bigger crew working on it for more hours during the week.
• 18:46
  Brian Olson: Uh-huh.
• 18:47
  Brian Olson: Okay.
• 18:47
  Brian Olson: So you're out on your lot, where if we're equating this to your business, you know, at 10 hours a week.
• 18:52
  Brian Olson: After work, when you've got something left in the tank to go do it. I watched my dad build a house this way.
• 18:59
  Robin Joy: Oh, really?
• 19:00
  Brian Olson: It took a long time.
• 19:01
  Robin Joy: Oh, an actual house.
• 19:02
  Robin Joy: That's right.
• 19:03
  Brian Olson: Yeah.
• 19:03
  Brian Olson: So, but we're both building the same house, right?
• 19:06
  Brian Olson: We both started with with the same blueprint, right?
• 19:08
  Brian Olson: And uh the same 160 hours of labor to build it, but theirs takes four weeks.
• 19:14
  Brian Olson: Yours takes 16 weeks.
• 19:17
  Brian Olson: Okay.
• 19:17
  Robin Joy: So is something wrong?
• 19:20
  Brian Olson: Nothing's wrong.
• 19:22
  Brian Olson: That's just what the numbers do.
• 19:24
  Brian Olson: That's the hours, right?
• 19:26
  Brian Olson: That are coming to life.
• 19:28
  Robin Joy: It's just the math.
• 19:29
  Brian Olson: Yeah.
• 19:29
  Robin Joy: But somehow we measure our progress and our satisfaction with that by the week instead of by the effort we actually were able to put into the week.
• 19:39
  Robin Joy: It's not wrong that you didn't put as many, you know, 40 hours in a crew into the same week that you were only able to put 10 hours into.
• 19:48
  Robin Joy: That's not wrong, but that's an expectation that you should pay attention to, right?
• 19:54
  Robin Joy: I think this is another definition of insanity.
• 19:56
  Robin Joy: Yeah.
• 19:57
  Robin Joy: Right.
• 19:58
  Robin Joy: You cannot put five hours worth of work into uh your project and expect to get 20 hours worth of results.
• 20:08
  Robin Joy: It doesn't work, it will not work, it will never work for anybody, and yet we somehow expect ourselves to get these results because we put a week in.
• 20:20
  Brian Olson: Well, and you will get faster at this over time.
• 20:22
  Brian Olson: You're gonna get more efficient, right?
• 20:24
  Brian Olson: That's that's a real noticeable improvement that we're able to make.
• 20:29
  Brian Olson: Um, but not until you do it.
• 20:32
  Brian Olson: In other words, get in there and complete some reps, right?
• 20:35
  Brian Olson: Yeah, you don't get 20 hours of experience.
• 20:37
  Brian Olson: There's just no way to get 20 hours of experience or the experience of 20 tests in five tests.
• 20:43
  Brian Olson: It's just never gonna happen.
• 20:44
  Robin Joy: Right, right.
• 20:44
  Robin Joy: It's just not gonna happen.
• 20:46
  Robin Joy: Yeah.
• 20:46
  Robin Joy: And so if you have five hours a week, then you have five hours a week.
• 20:51
  Robin Joy: That's great.
• 20:51
  Robin Joy: That doesn't mean it's not gonna work.
• 20:52
  Robin Joy: Right.
• 20:53
  Robin Joy: That means it's gonna take you four times as long.
• 20:56
  Robin Joy: Here's the math, four times as long to get the same amount as somebody who has 40 hours a week.
• 21:01
  Robin Joy: Yeah.
• 21:01
  Robin Joy: This is why I'm not gonna compare myself with those people.
• 21:05
  Robin Joy: They're not, they don't have the same resources as me.
• 21:07
  Robin Joy: They don't I'm I'm here to do what I can do and do it longer and stronger and become undeniable.
• 21:16
  Brian Olson: Okay.
• 21:16
  Brian Olson: Well, here's the one that could be worse.
• 21:19
  Brian Olson: Okay.
• 21:20
  Brian Olson: Um, and this tends to impact the people who are actually doing everything right.
• 21:24
  Brian Olson: Okay.
• 21:25
  Brian Olson: So let's say that you picked up the same blueprint as the one that you're like, hey, that's a sweet house.
• 21:30
  Brian Olson: I want to build that one right there, right?
• 21:32
  Brian Olson: And they started six months ago, and you are starting today.
• 21:36
  Brian Olson: Okay.
• 21:36
  Brian Olson: Yeah.
• 21:38
  Robin Joy: So six months ago.
• 21:38
  Robin Joy: So three months in, you think, oh, oh, I should be about halfway done.
• 21:42
  Robin Joy: It should look like I'm about halfway done, right?
• 21:46
  Brian Olson: But why is that wrong still?
• 21:48
  Robin Joy: That's the natural expectation, but it is completely wrong because the three month mark, at their three-month mark, they had almost nothing to show.
• 21:59
  Robin Joy: Also.
• 22:00
  Robin Joy: So you get to three months, you have almost nothing to show that people can see from the street.
• 22:05
  Robin Joy: When they were at three months, they were the same way.
• 22:08
  Robin Joy: You just weren't there then.
• 22:10
  Robin Joy: And it came together for them somewhere around weeks, you know, four and a half months or so.
• 22:17
  Robin Joy: It started coming together for them.
• 22:19
  Robin Joy: You're comparing yourself to their beginning and expecting it to go, you know, a little bit each week and show more and more and more.
• 22:30
  Robin Joy: And that's comparis now.
• 22:32
  Robin Joy: You're comparing using yours compared You shouldn't be comparing yourself to their beginning.
• 22:39
  Brian Olson: No, it's not their beginning.
• 22:40
  Brian Olson: It's your beginning.
• 22:41
  Brian Olson: It's their middle.
• 22:44
  Robin Joy: You're not comparing yourself to their beginning.
• 22:47
  Brian Olson: Oh, that's what you're doing wrong.
• 22:51
  Robin Joy: So let's don't compare ourselves to their beginning at three months.
• 22:54
  Robin Joy: Let's compare ourselves to their middle.
• 22:58
  Brian Olson: Okay.
• 22:58
  Robin Joy: That's where we should be comparing.
• 22:59
  Robin Joy: And their middle was still a hole in the ground, just like yours is.
• 23:04
  Robin Joy: Or you can at least nothing you can see from the street, really.
• 23:07
  Brian Olson: Yeah, no, no, no, not much in the way of visible progress.
• 23:09
  Brian Olson: Do you remember how many times we went to the house that was being built, or even in the spec home?
• 23:14
  Brian Olson: And, you know, it's a lot.
• 23:16
  Brian Olson: And then it's graded.
• 23:18
  Brian Olson: And then it's dug.
• 23:19
  Brian Olson: And then it's a foundation.
• 23:22
  Robin Joy: Well, they they place the footers and they place the plumbing.
• 23:25
  Brian Olson: And that I mean And it's like for weeks there's nothing going on.
• 23:28
  Brian Olson: Forever.
• 23:28
  Brian Olson: Right.
• 23:29
  Robin Joy: And then all of a sudden, boom, boom, boom, boom, boom.
• 23:32
  Brian Olson: Yeah, it still never seems to happen fast enough.
• 23:34
  Brian Olson: Anyway, there's actually like I think a chart about this that James Clear talks about in his book Atomic Habits, right?
• 23:42
  Brian Olson: Where um it walks people through, and it's worth pointing out here because I think it will help paint the picture of how this curve works, right?
• 23:52
  Brian Olson: So he talks about the example of getting 1% better every day for a year.
• 23:58
  Brian Olson: Okay.
• 23:58
  Brian Olson: And over the course of a year, that will make you 37 times better by the end of the year.
• 24:04
  Brian Olson: Okay.
• 24:04
  Brian Olson: Now everybody knows that part, the 37 times better.
• 24:07
  Brian Olson: But here's the part that people usually skip over.
• 24:10
  Brian Olson: Okay.
• 24:10
  Brian Olson: The line is pretty much flat for most of the year.
• 24:13
  Brian Olson: It doesn't really start compounding until you're about 80% of the way through the curve before it really starts to take off.
• 24:20
  Brian Olson: And that's why we hear the term hockey stick growth in your business all the time.
• 24:24
  Brian Olson: It feels so slow, so slow, and then boom, all of a sudden, away it goes.
• 24:29
  Brian Olson: Yeah.
• 24:29
  Brian Olson: Right.
• 24:30
  Robin Joy: And then that's what we see over and over and over.
• 24:33
  Robin Joy: Months of what feels like nothing.
• 24:36
  Robin Joy: And people are like, Am I on the right track?
• 24:39
  Robin Joy: Because I don't see anything happening.
• 24:40
  Robin Joy: Yeah.
• 24:40
  Robin Joy: Yes, yes, we can see it.
• 24:42
  Robin Joy: You can't quite see it yet, but pretty soon, all of a sudden, it just it kind of blooms.
• 24:48
  Robin Joy: Kind of just all comes together and blooms.
• 24:51
  Robin Joy: And then you know, things it it comes together like the pie crust.
• 24:56
  Robin Joy: You you it's a mess and crumbly, and and all of a sudden it comes together.
• 25:01
  Robin Joy: Comes together like the butter.
• 25:03
  Brian Olson: Yeah, I was gonna say it comes together like the butter.
• 25:05
  Robin Joy: Like all of a sudden you're like shaking, shaking, shaking, shaking, shaking, and then thud.
• 25:09
  Robin Joy: Yeah, it is.
• 25:10
  Robin Joy: Now you've got butter.
• 25:12
  Brian Olson: So can I ask you something off off topic here?
• 25:16
  Brian Olson: Right.
• 25:17
  Brian Olson: If a jar works for butter, and and I've done it, we've done it, yeah, because nothing's better than homemade butter, right?
• 25:24
  Brian Olson: Uh how come everyone had these butter churns instead of just like a jar?
• 25:29
  Robin Joy: Oh well, there are several reasons for that.
• 25:31
  Robin Joy: First of all, is the scale.
• 25:33
  Brian Olson: Like okay, yeah.
• 25:34
  Brian Olson: You're not making just one.
• 25:36
  Robin Joy: You're making a cup, a cup of using a cup of cream in a jar for Thanksgiving.
• 25:40
  Robin Joy: Yeah.
• 25:41
  Robin Joy: But when people have to make their own, used to have to make their own butter and they milk the cow and they bring in the the milk and they skim off the cream, they've got a five-gallon crock.
• 25:51
  Robin Joy: Like you can't shake a five-gallon jar.
• 25:53
  Brian Olson: I mean, have you tried to pick up a crock? Those things are heavy as it is.
• 25:57
  Robin Joy: Yeah.
• 25:58
  Robin Joy: So uh the second reason that that that's the case is because once the butter comes, they call it coming when it gets the thud, um, you have to drain off the buttermilk.
• 26:08
  Brian Olson: Yep.
• 26:09
  Robin Joy: Little known secret.
• 26:09
  Robin Joy: That's where buttermilk comes from.
• 26:11
  Robin Joy: That's right.
• 26:12
  Brian Olson: The stuff my grandparents love.
• 26:14
  Robin Joy: Oh, yeah.
• 26:14
  Robin Joy: My sister loves buttermilk and cornbread.
• 26:17
  Robin Joy: That's her thing.
• 26:18
  Brian Olson: Yeah.
• 26:19
  Robin Joy: Well, uh, you gotta drain that off.
• 26:21
  Robin Joy: You gotta wash the butter, you have to work the butter, you have to, you know, you can't do any of that inside of the the mason jar, right?
• 26:30
  Robin Joy: You need a bigger, the churn opens up wider and helps you to be able to do that.
• 26:36
  Brian Olson: And what's the third thing?
• 26:37
  Brian Olson: You said there were a few.
• 26:39
  Robin Joy: Well, the third thing is just that it the time it takes, your arms give out.
• 26:43
  Robin Joy: If you were shaking, shaking, shaking, shaking forever, your arms would give out.
• 26:46
  Robin Joy: Okay, how cool the cream was.
• 26:48
  Robin Joy: Um, churning could take, you know, 20 minutes, 30 minutes, an hour.
• 26:52
  Robin Joy: You know, it all depends on how much milk you got in that cream, how when you skimmed it, how much how warm it is, you know, that whole thing matters.
• 27:02
  Robin Joy: Shaking over your head for an hour is kind of I mean, it might be possible for some, but
• 27:10
  Brian Olson: So they built a tool to get through that part where nothing visible was happening.
• 27:13
  Robin Joy: Use a crank or a or a a wooden churn to keep it going.
• 27:16
  Brian Olson: Funny, I think of um how long do I need to have the kids distracted as to how what the temperature of the cream is that it would give them, right?
• 27:25
  Robin Joy: Yes, yes, and they did have kids do it a lot of the times.
• 27:28
  Robin Joy: I mean, they made these churns uh and they made this a kid's chore a lot of the time because they could sit there and do it over and over and over and over and over.
• 27:38
  Brian Olson: Didn't take any brain power.
• 27:39
  Robin Joy: It didn't take any brain power, it didn't take any skill.
• 27:42
  Robin Joy: A kid could just go churn the butter.
• 27:45
  Brian Olson: As as the saying goes, it's not rocket science.
• 27:49
  Robin Joy: It's not rocket science, it's not brain surgery.
• 27:51
  Brian Olson: So, and then so you basically needed someone who would be uber persistent, and that's what the kids did.
• 27:57
  Robin Joy: Or disciplined enough to be able to make them do it.
• 28:00
  Brian Olson: Uh-huh.
• 28:01
  Brian Olson: Well, I guess that's the question then for everybody that's listening.
• 28:03
  Brian Olson: And and now I kind of tie back the churn, right?
• 28:07
  Brian Olson: The churn that we're often working through, right?
• 28:10
  Brian Olson: Um, what is your churn as as your for you as the operator?
• 28:14
  Brian Olson: What is not what is your strategy, right?
• 28:17
  Brian Olson: What is the thing that lets you keep cranking that that lets you keep cranking when things suck, when you're in the suck.
• 28:26
  Brian Olson: You know what I mean?
• 28:27
  Brian Olson: When you're in that churn.
• 28:28
  Brian Olson: Oh, there's I don't see anything.
• 28:30
  Brian Olson: I don't see anything, but I'm gonna keep doing it.
• 28:33
  Brian Olson: What makes you keep going?
• 28:33
  Brian Olson: That stretch where you can't see anything happening.
• 28:36
  Brian Olson: And and um, this is actually countable.
• 28:39
  Brian Olson: Okay, it's not just a feeling, it's also countable.
• 28:43
  Brian Olson: Here we go with more minutes, right?
• 28:44
  Brian Olson: One of our clients had his first sale 10 weeks ago.
• 28:49
  Brian Olson: 10 weeks, not that long, right?
• 28:52
  Brian Olson: Um, and that's basically two full four-week test cycles.
• 28:57
  Brian Olson: That's about it.
• 28:58
  Robin Joy: Yeah, okay.
• 28:59
  Brian Olson: He had a couple of weeks to ramp up, started sending things in, and away he goes, right?
• 29:02
  Brian Olson: That's all the history of the thing.
• 29:05
  Robin Joy: And he he hasn't seen much.
• 29:07
  Brian Olson: So, but he has sent in uh 10 or 12 ASINs.
• 29:10
  Brian Olson: Yep.
• 29:11
  Brian Olson: Okay, that are in process.
• 29:13
  Brian Olson: Okay.
• 29:14
  Robin Joy: At least.
• 29:15
  Brian Olson: And the well, yeah, maybe more, but I know he's done at least that many.
• 29:19
  Brian Olson: And to this point, he's already got four or five replenishables out of that initial count.
• 29:26
  Brian Olson: Okay.
• 29:28
  Robin Joy: So four or five.
• 29:29
  Brian Olson: Yeah.
• 29:30
  Robin Joy: And I'll tell you when you're in it, four or five, and to him, four or five does not feel like much.
• 29:36
  Brian Olson: Yeah.
• 29:36
  Robin Joy: But there's actually here's what's actually remarkable about him.
• 29:40
  Robin Joy: And I I tell him every time I see him, he is one of my star pupils.
• 29:46
  Robin Joy: Even though he can't see it yet.
• 29:48
  Brian Olson: Yeah.
• 29:49
  Robin Joy: I know that he is because he's doing exactly what I told him to do.
• 29:52
  Robin Joy: He's building this foundation, and it will come together.
• 29:55
  Robin Joy: I've seen it happen over and over and over, and it's going to happen for him if he's going to become butter.
• 30:00
  Robin Joy: It's going to become butter all of a sudden.
• 30:03
  Robin Joy: Yeah.
• 30:03
  Robin Joy: And he's going to realize, whoa, I'm glad I did that.
• 30:06
  Robin Joy: Right.
• 30:07
  Brian Olson: Yeah.
• 30:07
  Robin Joy: And, you know, here's another thing that he's doing that I can't get most people to do is identify if you have ASINs, which one of them, which ones of them are tests and which ones of them are replenishable.
• 30:21
  Brian Olson: You're right.
• 30:22
  Brian Olson: Most people can't do that, especially when we first start working with them.
• 30:25
  Robin Joy: Yeah.
• 30:25
  Robin Joy: But he can tell you because he started counting them that way right up front.
• 30:29
  Brian Olson: Mm-hmm.
• 30:30
  Robin Joy: And and being accountable for it.
• 30:32
  Brian Olson: Yeah.
• 30:32
  Robin Joy: I ask this to people all the time.
• 30:35
  Brian Olson: Okay.
• 30:35
  Robin Joy: They say, Oh, I got a hundred ASINs.
• 30:36
  Robin Joy: Okay.
• 30:37
  Robin Joy: How many of them are replenishable?
• 30:38
  Robin Joy: Well, I got a hundred ASINs.
• 30:40
  Robin Joy: Okay.
• 30:41
  Robin Joy: If you can't tell me which is which, then I believe you're probably not doing a clear test and following through with it, and you're not replenishing according to the prescription that you created, right?
• 30:58
  Robin Joy: That you need to know the difference.
• 31:00
  Robin Joy: What's replenishable, what's testable, uh, what's in testing.
• 31:04
  Robin Joy: And there will be, as much as you don't want it to be the case, there will be many more testable, testing ASINs than there are replenishable ASINs for quite a while.
• 31:17
  Brian Olson: For a while.
• 31:17
  Brian Olson: I don't want to say quite a while, but what seems like quite a while.
• 31:21
  Robin Joy: What seems like quite a while.
• 31:22
  Brian Olson: It takes it seems like it takes forever for your replenishables to outpace your tests.
• 31:27
  Robin Joy: It does.
• 31:27
  Robin Joy: It seems like forever.
• 31:28
  Robin Joy: It's a matter of weeks.
• 31:30
  Brian Olson: Yeah.
• 31:30
  Brian Olson: Yeah, it really is.
• 31:31
  Brian Olson: I mean, but if you're doing 20 tests a month until you get to 20 replenishables, you're not really making hay, as they say, right?
• 31:39
  Robin Joy: Right.
• 31:39
  Robin Joy: Yeah.
• 31:40
  Robin Joy: But you're preparing the soil, you're you're, you know, measuring your rows, you know exactly, you're finding out exactly what your possibilities are.
• 31:51
  Brian Olson: Yeah.
• 31:51
  Robin Joy: Okay.
• 31:53
  Brian Olson: So you're missing your fancy uh branded mug today.
• 31:57
  Robin Joy: Oh my goodness.
• 31:57
  Robin Joy: I was gonna grab it and I for okay.
• 31:59
  Robin Joy: Pretend this says be undeniable.
• 32:03
  Robin Joy: Um here's the part, okay.
• 32:05
  Robin Joy: Back to the building.
• 32:06
  Robin Joy: Okay.
• 32:08
  Robin Joy: Nobody takes a picture of that hole in the ground before one single drop of concrete gets poured.
• 32:16
  Robin Joy: All these things had to happen.
• 32:19
  Robin Joy: Somebody had to test the soil, somebody had to survey and set the plot.
• 32:23
  Robin Joy: Like he said, somebody had to make decisions about where the plumbing is gonna go because you didn't pour concrete and they're not gonna be moving any of that.
• 32:29
  Robin Joy: Yeah.
• 32:31
  Robin Joy: And they gotta get figured out what goes underneath.
• 32:33
  Robin Joy: They gotta make the footers, they gotta put uh put together the forms of everything after they make all these structural decisions and measurements and permits and inspections and all these things have to happen first.
• 32:49
  Brian Olson: They are set in stone, so to speak.
• 32:51
  Brian Olson: Some of these things, right?
• 32:53
  Brian Olson: Yeah.
• 32:54
  Brian Olson: And then you gotta set the stone.
• 32:56
  Brian Olson: You gotta pour the foundation, and then you have to wait.
• 33:00
  Robin Joy: Wait.
• 33:00
  Robin Joy: Yeah, and then you wait.
• 33:03
  Brian Olson: Uh-huh.
• 33:03
  Robin Joy: You can't hurry it.
• 33:04
  Robin Joy: There is no trick, there's no amount of money you can throw at it.
• 33:09
  Robin Joy: There's no way on this earth to hurry the cure.
• 33:13
  Brian Olson: Okay.
• 33:13
  Robin Joy: If you're actually building a foundation, you want a strong foundation, you've got to wait.
• 33:20
  Brian Olson: Yeah.
• 33:20
  Brian Olson: And for all those weeks, like from the street, looking over there at your neighbor's lot, it feels like yours still just looks like a hole in the ground.
• 33:30
  Robin Joy: Nobody's taking pictures of it.
• 33:32
  Brian Olson: Yeah.
• 33:32
  Brian Olson: Yeah.
• 33:33
  Robin Joy: It looks like nothing happened.
• 33:34
  Robin Joy: It does.
• 33:34
  Robin Joy: And that's exactly when people quit.
• 33:37
  Brian Olson: You are so right.
• 33:38
  Robin Joy: So many times.
• 33:38
  Robin Joy: That's why I tell you, you're in a danger zone right now.
• 33:41
  Robin Joy: Don't quit on me.
• 33:43
  Brian Olson: If we knew scientifically that based on the temperature of the cream and um the rate of shaking, and you know, the length of the stroke and all these things that you're taking when you're shaking the jar, then we could say, okay, it's uh 17 minutes and 10 seconds.
• 34:00
  Brian Olson: And here I'll tell you, people quit at minute 16 all the time.
• 34:04
  Robin Joy: All the time.
• 34:04
  Robin Joy: All the time.
• 34:05
  Robin Joy: And yeah, you're speaking to my engineers, right?
• 34:08
  Robin Joy: Engineers are like, nope, give me exactly the measurements, give me the exact exactly the you know, the weights and the pressure.
• 34:16
  Brian Olson: Engineers are close enough.
• 34:18
  Brian Olson: There's nothing perfect as we started out with the perfect circle, right?
• 34:22
  Robin Joy: Engineers do not like that answer.
• 34:23
  Robin Joy: They want it to be perfect.
• 34:25
  Robin Joy: I know, right?
• 34:26
  Brian Olson: Well, um, so let's talk about this for just a minute, because I think this foundation thing um could be really impactful if we just draw it out a little bit.
• 34:34
  Brian Olson: All right.
• 34:34
  Brian Olson: So our framework isn't a check, the frameworks are not necessarily a checklist.
• 34:41
  Brian Olson: Okay.
• 34:42
  Brian Olson: It's more of a build sequence.
• 34:43
  Brian Olson: Okay.
• 34:44
  Brian Olson: So it's in that order for a specific reason, right?
• 34:48
  Brian Olson: So the soil test and the survey, that is your pre-flight inspection for the listing.
• 34:54
  Brian Olson: Okay.
• 34:54
  Brian Olson: Matching the house to the lot and pricing out the job and getting the trades hired and decided on.
• 35:01
  Brian Olson: That is like bridging the gap.
• 35:04
  Brian Olson: Okay.
• 35:05
  Robin Joy: These are very important things.
• 35:07
  Robin Joy: And if you don't pay attention, you could get yourself in trouble.
• 35:11
  Brian Olson: This is what gives you a viable ASIN, or this is what gives you a viable plan to build a home, right?
• 35:15
  Brian Olson: So then you need your permits and your code review.
• 35:18
  Brian Olson: That's your three-step check.
• 35:20
  Brian Olson: Okay, this is what gives you a testable ASIN.
• 35:23
  Brian Olson: Like, yes, we verified all the stuff is good.
• 35:25
  Brian Olson: You can go ahead and proceed.
• 35:26
  Brian Olson: Yeah.
• 35:26
  Brian Olson: Right.
• 35:27
  Brian Olson: Then you've got the pour and the cure.
• 35:30
  Brian Olson: Okay, the cure.
• 35:31
  Brian Olson: We're gonna unpack the cure here in detail.
• 35:35
  Brian Olson: No, I'm not talking about the band.
• 35:35
  Robin Joy: The '80s band, no.
• 35:37
  Brian Olson: Yeah, I'm talking about the cure of the of the foundation, right?
• 35:40
  Brian Olson: And this is like the four-week test.
• 35:42
  Brian Olson: Okay.
• 35:43
  Brian Olson: Um, and you simply cannot rush it, just like concrete.
• 35:46
  Brian Olson: If you rush it, it's going to break.
• 35:48
  Brian Olson: Okay.
• 35:49
  Brian Olson: Yeah.
• 35:50
  Brian Olson: Um now you have you decide what the timing is on that.
• 35:54
  Brian Olson: That's the g that's the beauty of of the test strategy, is uh the test framework.
• 36:00
  Robin Joy: And you would normally use your experience on that.
• 36:02
  Robin Joy: Exactly.
• 36:02
  Robin Joy: But until you have experience, we will lend you our experience, and you can see exactly how we do a test in the book PATH.
• 36:11
  Brian Olson: And then the part that actually starts to look from the outside like things are actually happening is the framing, right?
• 36:18
  Brian Olson: Yeah.
• 36:18
  Brian Olson: You can't actually um everything that's been happening is not visible.
• 36:24
  Brian Olson: Um, but when you actually start seeing the framing go up, that is like your replenishment.
• 36:28
  Brian Olson: Yeah.
• 36:29
  Brian Olson: Okay.
• 36:30
  Robin Joy: And that happens last.
• 36:31
  Brian Olson: It is the very last thing that you do.
• 36:34
  Brian Olson: Okay.
• 36:34
  Brian Olson: Everything before it is the work that produces that part that now is your replenishable.
• 36:42
  Brian Olson: Okay.
• 36:43
  Brian Olson: So and all that work was nobody could see that.
• 36:46
  Brian Olson: In fact, you couldn't see it.
• 36:47
  Robin Joy: Right.
• 36:48
  Brian Olson: Chances are you couldn't see it.
• 36:49
  Robin Joy: This is where you are when you've got your foundation built.
• 36:53
  Robin Joy: Yeah.
• 36:53
  Robin Joy: And now you can start framing up, making it look pretty, putting some siding and a roof on it.
• 36:59
  Robin Joy: So, can I stop you on the concrete, though, for a second?
• 37:03
  Brian Olson: Right.
• 37:04
  Robin Joy: So, because you can't hurry it, I want to know why.
• 37:08
  Robin Joy: Why can't you hurry it?
• 37:10
  Robin Joy: What exactly is happening there?
• 37:11
  Robin Joy: Because from where I'm standing, it's a gray slab and a guy with clipboard.
• 37:16
  Brian Olson: You know, I think there are different qualities of concrete that you can pour, but what you're when you're pouring for a home, you want it to last for a long time.
• 37:25
  Brian Olson: And so, yeah, what that means is that this is kind of like my favorite piece of trivia in this whole um episode today, right?
• 37:31
  Robin Joy: Yeah.
• 37:32
  Brian Olson: And not many people know it.
• 37:33
  Brian Olson: And I had to sanity check myself on it, like, ugh, gosh, that seems longer than I thought.
• 37:37
  Brian Olson: But yeah, concrete doesn't actually dry.
• 37:39
  Robin Joy: Oh, it's not drying.
• 37:41
  Brian Olson: It is curing, it's reacting.
• 37:44
  Brian Olson: Oh, okay.
• 37:45
  Brian Olson: So what happens when cement and water go together?
• 37:49
  Brian Olson: There's this chemical reaction that happens called hydration.
• 37:51
  Brian Olson: I'm not a scientist in that respect.
• 37:54
  Robin Joy: So but you stayed at all it is.
• 37:57
  Brian Olson: Uh and that reaction grows these little things that connect to the concrete, okay, these crystals, and they lock everything together.
• 38:08
  Robin Joy: Uh-huh.
• 38:08
  Brian Olson: Okay.
• 38:08
  Brian Olson: And that the strength of the concrete doesn't come because the water evaporates, it comes from the water getting used up by the by the other components that are in the concrete itself.
• 38:20
  Robin Joy: No, it consumes it.
• 38:21
  Brian Olson: It actually is necessary in order for it to become concrete.
• 38:24
  Brian Olson: You're right, it's a consumption, right?
• 38:26
  Brian Olson: Okay.
• 38:27
  Brian Olson: So this now flips this whole idea of you know pouring your foundation on its head.
• 38:33
  Brian Olson: Because you're not like that.
• 38:35
  Brian Olson: You're not.
• 38:35
  Brian Olson: Yeah, I mean, usually you like to turn it upside down.
• 38:37
  Brian Olson: We're not waiting around for it to dry out.
• 38:40
  Brian Olson: Okay.
• 38:41
  Brian Olson: We're actually working to keep it moist for keep it wet, right?
• 38:46
  Brian Olson: So crews you will find sometimes they're hosing it down.
• 38:49
  Brian Olson: They cover it over with a blanket or a burlap or something like that.
• 38:52
  Brian Olson: Um, and then sometimes, depending on the climate, they'd be out there multiple times per, you know, for multiple days putting water on the slab to make sure that it has what it needs to properly cure.
• 39:03
  Brian Olson: Because if it doesn't properly cure, you end up with a crack slab.
• 39:07
  Brian Olson: Ask me how I know.
• 39:09
  Brian Olson: Okay, because I bought many a home uh during our real estate years that had a cracked slab.
• 39:14
  Brian Olson: Not many, a couple of times.
• 39:15
  Robin Joy: Yeah, when you were doing rehabs.
• 39:17
  Brian Olson: When we were doing rehabs, yeah.
• 39:18
  Brian Olson: Right.
• 39:18
  Brian Olson: So it's like it's a whole, oh my gosh, undertaking people, cracked slab, it's like it's like getting a uh your car's totaled, right?
• 39:26
  Brian Olson: When your car gets totaled, it's like, oh, I don't want to buy a totaled car, even though it's been fully repaired.
• 39:30
  Brian Olson: Yeah, yeah.
• 39:31
  Brian Olson: It's totaled in terms of, yeah.
• 39:33
  Robin Joy: So, okay, so if if this is curing uh the building the foundation, this is this is fascinating.
• 39:41
  Robin Joy: I I didn't know any of this stuff.
• 39:42
  Robin Joy: Well, what what then in your in your analogy is the water?
• 39:47
  Brian Olson: I think it's the actual test units going in.
• 39:50
  Robin Joy: Yeah.
• 39:51
  Brian Olson: Okay, so every ASIN that you're running through that four-week test is like another splash of water or bucket of water or spray down of that foundation, right?
• 39:59
  Brian Olson: This is the reaction that you need.
• 40:02
  Brian Olson: So that's the thing that's actually making it strong.
• 40:05
  Brian Olson: When we talk about building a foundation, we're talking about testing ASINs, right?
• 40:09
  Brian Olson: Um, and it's the foundation of everything that you're going to build in your business as far as your replens goes.
• 40:17
  Robin Joy: So your professional advice.
• 40:20
  Brian Olson: Uh-oh.
• 40:20
  Brian Olson: Here we go.
• 40:22
  Robin Joy: For a person who is already impatient, uh-huh, waiting for the concrete to dry, yeah, is to pour more water on it.
• 40:31
  Brian Olson: Absolutely.
• 40:31
  Brian Olson: That would be my professional advice, not around concrete.
• 40:35
  Brian Olson: I'm not the concrete expert.
• 40:37
  Brian Olson: But uh, as we're trying to apply it to this business, absolutely.
• 40:40
  Brian Olson: Yeah.
• 40:41
  Brian Olson: You have to test.
• 40:42
  Brian Olson: We were talking about this this morning in a different context.
• 40:44
  Brian Olson: There is one thing that is the bottleneck of your business and will always be the bottleneck of your business until you solve for it.
• 40:51
  Brian Olson: And that is finding ASINs to test.
• 40:54
  Brian Olson: You're always going to have that problem.
• 40:56
  Brian Olson: Yeah, it's not a problem, it's a challenge that's that's uh built into the business.
• 41:00
  Robin Joy: It's part of what you feed your business.
• 41:02
  Brian Olson: It's part of the beast.
• 41:04
  Brian Olson: Like it's just part of what if you're if you hate that part, I think you got to hang it up because that is this entire business.
• 41:11
  Robin Joy: Yeah.
• 41:11
  Robin Joy: Unless you don't hate helping somebody else do it for you.
• 41:14
  Robin Joy: Yeah.
• 41:14
  Robin Joy: And that's a tough sell for somebody who's to, you know, just starting out today, right?
• 41:19
  Robin Joy: Or they want to see something today.
• 41:21
  Robin Joy: But remember, I want to point out everything that we're saying here in this analogy does not seem intuitive.
• 41:28
  Robin Joy: It doesn't seem intuitive to me to pour water on the concrete that we're waiting for it to dry out.
• 41:34
  Robin Joy: Right.
• 41:34
  Robin Joy: Keep that in mind.
• 41:35
  Robin Joy: What feels intuitive for you is not gonna work.
• 41:41
  Robin Joy: Otherwise, it would just be easy, and people would just, you know, be doing it and as a matter of course, and it's not that easy.
• 41:49
  Robin Joy: It's it it you must make these adjustments, these mindful adjustments.
• 41:56
  Brian Olson: Yeah.
• 41:56
  Brian Olson: So I think for there are a lot of folks out there with a short attention span.
• 42:00
  Brian Olson: I work for one.
• 42:02
  Brian Olson: I'm married to one.
• 42:04
  Brian Olson: Yeah.
• 42:04
  Brian Olson: Um, so it can be a tough sell for these people.
• 42:08
  Brian Olson: Like you need to, you want to you feel like you want to see results right now.
• 42:11
  Brian Olson: So let me give you the numbers.
• 42:12
  Brian Olson: Here we go.
• 42:13
  Brian Olson: More math, right?
• 42:13
  Brian Olson: More math.
• 42:14
  Robin Joy: Wow. Well, this is a risky one.
• 42:16
  Robin Joy: I know.
• 42:17
  Brian Olson: The numbers are what really got me and hopefully locks it in.
• 42:20
  Brian Olson: Okay.
• 42:20
  Brian Olson: So seven days of concrete gets you about 70% of the strength of that foundation.
• 42:28
  Brian Olson: So you do a lot in the first seven days, especially when you hear how long the rest of it goes, right?
• 42:35
  Brian Olson: Okay.
• 42:35
  Brian Olson: That's usually when you can start framing and putting things on it, and it will withstand, right?
• 42:41
  Brian Olson: You can go walk on.
• 42:42
  Brian Olson: Okay.
• 42:42
  Brian Olson: But 28 days is the number on most spec sheets, and this is what it's rated at, like the ability to withstand the full load of the home.
• 42:50
  Brian Olson: However, it just keeps going after that.
• 42:54
  Brian Olson: Okay, it keeps gaining strength for months and for years after that.
• 42:59
  Brian Olson: Okay, like a decade.
• 43:01
  Brian Olson: Years, really.
• 43:02
  Brian Olson: Yeah, if you poured a foundation like a decade ago, in theory, it is stronger today than it was 28 days in.
• 43:13
  Robin Joy: So say that again.
• 43:15
  Brian Olson: Ten years.
• 43:15
  Brian Olson: 10 years.
• 43:16
  Brian Olson: Yeah.
• 43:17
  Robin Joy: It's still strengthening.
• 43:18
  Brian Olson: It's curing 10 years later.
• 43:20
  Robin Joy: I did not know that.
• 43:21
  Brian Olson: Yeah, well, look at what we ask you to do.
• 43:22
  Brian Olson: We ask you to do the four-week test, which is 28 days.
• 43:26
  Robin Joy: Huh.
• 43:26
  Robin Joy: Same number.
• 43:27
  Robin Joy: How about that?
• 43:28
  Brian Olson: It is.
• 43:28
  Brian Olson: That's just a happy accident.
• 43:29
  Brian Olson: It's yeah.
• 43:31
  Brian Olson: This isn't this is really just about how long it takes something to tell you to fully reveal itself, right?
• 43:39
  Brian Olson: And and so the curing rules are our rules um almost line for line, right?
• 43:45
  Brian Olson: The the test.
• 43:46
  Brian Olson: So you don't check on uh on day three and make a decision.
• 43:49
  Brian Olson: This is something you are always saying.
• 43:50
  Brian Olson: Yeah, don't cut your test short unless you designed it that way.
• 43:55
  Brian Olson: And you're gonna run every single test that way, right?
• 43:57
  Brian Olson: That that's the one.
• 44:00
  Robin Joy: That way you know it won't tell you anything unless you do it exactly the way you designed the test.
• 44:05
  Brian Olson: If you have the consistency, then you'll know what to expect on the other side consistently, right?
• 44:09
  Brian Olson: So, but if you're never letting it dry out, okay, um, which means that you just keep throwing tests in there without getting any results, um, then that's kind of that's where your challenge can be.
• 44:22
  Brian Olson: Yeah.
• 44:22
  Brian Olson: Yeah.
• 44:22
  Robin Joy: People forget that all the time.
• 44:25
  Brian Olson: Oh, all the time.
• 44:25
  Brian Olson: And and this part can bite you, right?
• 44:28
  Brian Olson: If you stop sending in tests while you're still halfway through building your foundation, guess what's gonna happen?
• 44:35
  Robin Joy: Your foundation's gonna dry out and crack.
• 44:37
  Brian Olson: You're gonna get a cracked slab, right?
• 44:39
  Brian Olson: Um, and then what do you do?
• 44:40
  Brian Olson: You gotta start all over with the whole damn thing.
• 44:43
  Brian Olson: Right.
• 44:44
  Brian Olson: Okay, so so make sure that you've got a recipe.
• 44:46
  Brian Olson: You know, by the way, um I I'm probably grossly exaggerating the whole foundation thing in in terms of curing, but I do that to illustrate a point.
• 44:56
  Brian Olson: A lot of the concrete today, they probably have a predetermined moisture amount they put in the mixture to help that process happen on its own somewhat.
• 45:05
  Brian Olson: But I did see it living in Texas in the middle of summer, that they were keeping the foundation wet for a few days after the pour.
• 45:12
  Robin Joy: Yeah.
• 45:12
  Robin Joy: And we do see here in Denver where a lot of times they use curing blankets and things because it's so dry.
• 45:18
  Robin Joy: Yeah, so dry, and the temperature makes a difference.
• 45:22
  Brian Olson: Yep.
• 45:22
  Robin Joy: So um, so bear with us on the analogy.
• 45:24
  Robin Joy: We are not experts, we're definitely not uh scientists or even engineers, but um, take that.
• 45:32
  Robin Joy: Okay, you're you are a computer engineer by trade.
• 45:36
  Robin Joy: This is true.
• 45:37
  Robin Joy: Yeah, don't think any of the building engineers are going to give you credit for that.
• 45:41
  Robin Joy: That's probably true.
• 45:43
  Robin Joy: Okay, anyway.
• 45:44
  Robin Joy: Um, so what happens with the foundation?
• 45:47
  Robin Joy: It keeps curing.
• 45:49
  Robin Joy: What you told me, it keeps curing after you start putting the walls up and the the framing and the put a roof on it, and it keeps curing.
• 45:58
  Robin Joy: And that's what I want us to really kind of sit with here.
• 46:02
  Robin Joy: You're not gonna be done when you get that foundation poured.
• 46:07
  Robin Joy: You're far from you're just getting started, yeah, right.
• 46:10
  Robin Joy: Yeah, business foundation is stronger than it was the day that you poured it.
• 46:16
  Robin Joy: In in a year, it's gonna be a bunch stronger.
• 46:18
  Robin Joy: Heck yeah, yeah.
• 46:19
  Robin Joy: Five years stronger still.
• 46:21
  Robin Joy: And as you continue to put put water on it and keep it going and build it to you know, keep it curing, you it's going to get stronger and stronger and stronger.
• 46:35
  Brian Olson: If you do it right.
• 46:35
  Brian Olson: If you just pour the foundation and what and then leave, right, you're taking a big gamble.
• 46:40
  Brian Olson: Um, and I would say this our business is exponentially stronger seven and a half years in.
• 46:48
  Robin Joy: Oh, yeah.
• 46:49
  Brian Olson: Right?
• 46:49
  Brian Olson: And it gets stronger every month, right?
• 46:51
  Brian Olson: Every week, every article, every podcast.
• 46:55
  Robin Joy: Yeah, right.
• 46:55
  Robin Joy: Every time every time a client asks us a question that we would have skimmed over ourselves and we have to go find the real answer.
• 47:03
  Brian Olson: Yes.
• 47:04
  Robin Joy: I love that.
• 47:04
  Robin Joy: Yeah, I love that.
• 47:05
  Robin Joy: So you pour it, you pour the foundation, you get the foundation built, and you did all this work and made all these decisions, you still can't see anything yet.
• 47:15
  Robin Joy: That that's tough, uh-huh.
• 47:17
  Robin Joy: But now you get to start building something that you can see, that you can start taking pictures of.
• 47:24
  Robin Joy: And it's just like the butter.
• 47:26
  Brian Olson: Yep.
• 47:27
  Robin Joy: You know, when we were first talking about this, remember I said they shake and shake and shake and shake, and then all of a sudden there's a thud.
• 47:33
  Brian Olson: Uh-huh.
• 47:34
  Robin Joy: That's when you know.
• 47:34
  Robin Joy: When those kids, if they've done it before, they're waiting for it.
• 47:38
  Robin Joy: The older kids, they're like, they're like, uh-huh, uh-huh.
• 47:41
  Robin Joy: Do you know?
• 47:41
  Robin Joy: And then all of a sudden, thud, they're like, give me that because they want it to be them to be holding it when it it happens.
• 47:47
  Robin Joy: But they're not done yet.
• 47:49
  Brian Olson: Right.
• 47:50
  Robin Joy: The butter has come, but it's not done yet.
• 47:54
  Robin Joy: There's still now you're just starting to do the work.
• 47:56
  Robin Joy: You gotta pour off the buttermilk, you gotta go wash the butter, you've got to work the butter, and you keep uh washing it until it runs clear.
• 48:05
  Robin Joy: You take the buttermilk and you know, you put them, you make that in your biscuits, use that for your biscuits.
• 48:11
  Robin Joy: Yeah.
• 48:12
  Robin Joy: And what leaves is it's gonna be sour.
• 48:16
  Robin Joy: It doesn't taste good.
• 48:17
  Robin Joy: But that beautiful butter that is going to go rancid, rancid in a couple of days, you have to work it.
• 48:26
  Robin Joy: You've got to press that last bit of liquid out.
• 48:29
  Robin Joy: You have to salt it, you have to shape it.
• 48:32
  Robin Joy: And then if it's Thanksgiving in our place, I like to whip honey into it.
• 48:38
  Robin Joy: I like honey to honey butter.
• 48:40
  Robin Joy: Yeah.
• 48:41
  Brian Olson: Yeah.
• 48:42
  Robin Joy: Nobody wants the washing.
• 48:43
  Brian Olson: No.
• 48:44
  Robin Joy: Right?
• 48:44
  Robin Joy: That's after you got this, you know, dopamine hit, right? You just wanna eat it.
• 48:47
  Robin Joy: Yeah, yeah.
• 48:48
  Robin Joy: The washing is boring and cold and your hands ache.
• 48:52
  Robin Joy: And you know, imagine if you're doing this with five gallons of you know, milk, it's huge.
• 48:57
  Robin Joy: Um, and the exact step that decides whether you have butter next week or a science experiment.
• 49:03
  Robin Joy: That's how you finish it up.
• 49:05
  Robin Joy: Is how you finish it.
• 49:06
  Robin Joy: Exactly.
• 49:06
  Brian Olson: Well, it's the same thing in this business.
• 49:08
  Brian Olson: And I don't think it's even a stretch to draw this comparison, right?
• 49:11
  Brian Olson: The first sale is the thud. Like, boom, that proof of concept, like oh, yeah, right.
• 49:16
  Robin Joy: And that feels good.
• 49:18
  Robin Joy: You want more of that, you want that to happen over and over and over and over and over.
• 49:21
  Brian Olson: Everyone remembers their first sale.
• 49:22
  Robin Joy: Yeah.
• 49:23
  Brian Olson: Everyone posts about their first sale.
• 49:24
  Brian Olson: Everyone.
• 49:26
  Robin Joy: And I encourage you to do so.
• 49:28
  Brian Olson: Yeah.
• 49:28
  Brian Olson: Um, but nobody tells the story.
• 49:30
  Brian Olson: This is like we're so caught up in the vanity metrics in this space, right?
• 49:34
  Brian Olson: But nobody's telling the story about the cost basis or other replenishment cadence, or the Tuesday they check their seller feedback.
• 49:43
  Robin Joy: And there was nothing there.
• 49:44
  Brian Olson: And yeah, and there's still nothing there for months.
• 49:46
  Brian Olson: It's still part of the work.
• 49:47
  Brian Olson: It is, yeah.
• 49:48
  Robin Joy: And that's still part of the concrete keeping, curing, and the butter still needs washing.
• 49:53
  Robin Joy: And they're both telling you the same thing.
• 49:57
  Brian Olson: Yeah.
• 49:58
  Robin Joy: The moment you could finally see what was happening has just begun.
• 50:04
  Robin Joy: Right?
• 50:04
  Robin Joy: So if you're standing in your yard and you're looking at a hole in the ground, you want to hear this.
• 50:12
  Brian Olson: Okay.
• 50:12
  Robin Joy: You're not behind.
• 50:14
  Brian Olson: Oh, yes.
• 50:15
  Robin Joy: You're just pre-pour.
• 50:15
  Robin Joy: That's all.
• 50:16
  Robin Joy: Oh, okay.
• 50:17
  Robin Joy: That's all.
• 50:18
  Robin Joy: It's still in curing.
• 50:19
  Robin Joy: Yeah, it's still gonna look that like that for a while.
• 50:21
  Robin Joy: That's okay.
• 50:22
  Robin Joy: That's the period you're that's a phase you're in.
• 50:26
  Robin Joy: Okay.
• 50:26
  Robin Joy: And you have to go through that one to get to the other, to, to the rest.
• 50:29
  Robin Joy: Okay.
• 50:29
  Robin Joy: Brian, do you have a quote for us this week?
• 50:35
  Brian Olson: So the quote today I thought was really applicable to what we were talking about, given the making of the butter and the concrete and all this kind of stuff.
• 50:43
  Brian Olson: Um, and it doesn't matter, like you can't rush it or you're gonna end up with something bad, right?
• 50:48
  Brian Olson: Um this quote comes to us from Fred Brooks, who wrote uh The Mythical Man Month in 1975.
• 50:56
  Brian Olson: Okay, from this book.
• 50:58
  Brian Olson: Quote, "The bearing of a child takes nine months, no matter how many women are assigned." I just love that.
• 51:06
  Brian Olson: I was like, that is exactly the way, like the curing of your foundation, the building of your foundation and your business, the bearing of a child still takes nine months.
• 51:16
  Brian Olson: There is no way to accelerate this.
• 51:18
  Robin Joy: Right, right.
• 51:19
  Robin Joy: It is what it is, there are ways, but it can end up in disaster.
• 51:22
  Robin Joy: Sure, sure.
• 51:23
  Brian Olson: Yeah, yeah, give it its its due.
• 51:26
  Robin Joy: That's the average gestation period, and it takes as long as it takes.
• 51:30
  Brian Olson: And I don't care how many people are standing around wringing their hands and you know, like, oh, let's make this baby.
• 51:36
  Brian Olson: Right.
• 51:38
  Robin Joy: And yeah, all the people, all the friends who want it to, yeah, it doesn't help.
• 51:42
  Robin Joy: It takes as long as it takes.
• 51:44
  Robin Joy: So enjoy the process.
• 51:47
  Robin Joy: Yeah, be in the phase you're in because you'll never get that back.
• 51:51
  Brian Olson: Yeah.
• 51:51
  Brian Olson: So when you look at your week and you got your 10 hours in, and then you look across the street at somebody who looks six months ahead of you, and then you start wondering whether you you're even doing the right things here.
• 52:06
  Robin Joy: What can we do about that?
• 52:07
  Brian Olson: We can become undeniable.
• 52:09
  Brian Olson: Let's go be undeniable.
• 52:11
  Brian Olson: We'll see you all soon, everybody.
• 52:13
  Robin Joy: See you soon.
• 52:14
  Robin Joy: Thanks.