Latest / The Dept. w/ Omar El-Takrori / The New Way To Build An Online Business in 2026 ft. Sean Cannell | The Dept. #119

Transcript

The New Way To Build An Online Business in 2026 ft. Sean Cannell | The Dept. #119 · The Dept. w/ Omar El-Takrori

0:00
[SPEAKER_05]: You've been able to accomplish and leverage this new way of business, building a business around media.
0:08
[SPEAKER_10]: The crater economy has a $250 billion total addressable market, but in the next seven years that could grow to 1.4 trillion.
0:16
[SPEAKER_10]: There's a lid a lot of times on if you will a local business, but a local business could get online.
0:21
[SPEAKER_10]: and maybe not just double the revenue, but create a whole new business model, leveraging media.
0:28
[SPEAKER_10]: YouTube's the number one media company in the world, with more revenue now than Disney.
0:33
[SPEAKER_10]: But their future depends on...
0:37
[SPEAKER_10]: the opportunity for somebody new today to start and to be able to break through.
0:41
[SPEAKER_10]: If that goes away, then their future is capped.
0:44
[SPEAKER_10]: Because far as media goes, like, is this about to end?
0:47
[SPEAKER_10]: It's no, this isn't about to end.
0:48
[SPEAKER_10]: This is just getting started.
0:50
[SPEAKER_05]: So I know you weren't being paid to create initially.
0:53
[SPEAKER_05]: How did you start to see the momentum where that this is the beginning of a business?
0:57
[SPEAKER_10]: I think the big question is, uh,
1:05
[SPEAKER_07]: All right, I want to do this for all.
1:10
[SPEAKER_07]: I don't know, I feel like we should catch up.
1:12
[SPEAKER_07]: Sean, why'd you fire me?
1:15
[SPEAKER_07]: No, that's okay.
1:17
[SPEAKER_07]: Just awkward tension.
1:18
[SPEAKER_07]: No, I literally, I quit.
1:22
[SPEAKER_07]: Okay, let's just jump into it.
1:24
[SPEAKER_07]: I know.
1:25
[SPEAKER_07]: I'm down.
1:26
[SPEAKER_07]: Just try to break the barrier.
1:27
[SPEAKER_07]: Let's go.
1:28
[SPEAKER_07]: All right.
1:29
[SPEAKER_05]: Welcome to the Department for the first time ever in over 100 episodes.
1:33
[SPEAKER_05]: I'm excited to have the man, the guru, honestly my mentor of mentors, Sean Cannell.
1:40
[SPEAKER_05]: Let's go, clap it up, everybody.
1:44
[SPEAKER_05]: And also we got a live audience as you can hear that was not AI or put in post.
1:49
[SPEAKER_05]: And so excited to get in some questions.
1:51
[SPEAKER_05]: Most people would have you on a podcast and talk about YouTube strategy, which if you're watching or listening to this, go find those things or go to think media podcasts.
2:02
[SPEAKER_05]: I think something that is very underrated that you've been able to accomplish is you've been able to accomplish and leverage this new way of business.
2:12
[SPEAKER_05]: which is building a business around media.
2:17
[SPEAKER_05]: I mean, can you just briefly share why people need to start thinking this way and why this is the future?
2:27
[SPEAKER_10]: Yeah, you know what's interesting is think media started in 2010, actually, the YouTube channel.
2:33
[SPEAKER_10]: And in the first video ever, it's weird, because a lot of times I'll play my first video and that was on my personal channel, very embarrassing, I have no idea what I'm doing.
2:42
[SPEAKER_10]: Eventually what I started on Think Media though, I was saying, like, listen, y'all, media is coming, social media, the internet is here.
2:50
[SPEAKER_10]: And that was, you know, 2010, so 16 years ago.
2:54
[SPEAKER_10]: And I think it was just seeing that the connectedness of the world, low cost tools,
3:00
[SPEAKER_10]: digital connectedness through social media, it was what we're living in now and it's only gotten bigger.
3:07
[SPEAKER_10]: I just got here from NAB show the last couple days and just seeing, you know, it's funny is an event here in Las Vegas like National Association of Broadcasters.
3:17
[SPEAKER_10]: before the podcast, we were just talking about like, maybe they should change the name, like maybe they should kind of update into this new era, and I feel like that kind of describes it.
3:28
[SPEAKER_10]: It's like, of course, TV is still relevant, but those things are kind of those lines are blurred.
3:33
[SPEAKER_10]: Now, anybody can start creating content.
3:35
[SPEAKER_10]: Anybody can get on YouTube.
3:36
[SPEAKER_10]: Anybody can start a TikTok shop in live shopping, and
3:42
[SPEAKER_10]: a recent article revealed that the crater economy has a $250 billion total addressable market.
3:48
[SPEAKER_10]: But in the next seven years, that could grow to 1.4 trillion.
3:52
[SPEAKER_10]: So I feel kind of like an OG like, you know, and back in the day, I think like, is this about to end?
3:59
[SPEAKER_10]: It's no, this isn't about to end, this is just getting started.
4:02
[SPEAKER_10]: And I think as far as media goes, of course, the crater thinks media first, but I think for the business owner, they need to be thinking, build a media company inside of your company.
4:11
[SPEAKER_10]: and be thinking about the opportunity to monetize in so many different ways to have scalable online offers.
4:18
[SPEAKER_10]: You know, a lot of people have done this playbook.
4:20
[SPEAKER_10]: You're running it, you know, we've ran it.
4:21
[SPEAKER_10]: And there's a lid, a lot of times on if you will, a local business, but a local business could get online.
4:28
[SPEAKER_10]: And maybe not just double the revenue, but create a whole new business model leveraging media.
4:34
[SPEAKER_05]: Yeah, and it's because I have so much context
4:43
[SPEAKER_05]: You know, your journey has principles that we can all pull from.
4:48
[SPEAKER_05]: I think the first thing is yes or no, do CEOs need to be showing up on video.
4:56
[SPEAKER_10]: No, I don't think CEOs need to.
4:59
[SPEAKER_10]: I think that CEOs, it's do you or do you not have the skill set?
5:03
[SPEAKER_10]: And I don't think everybody has the skill set.
5:06
[SPEAKER_10]: That's one question.
5:07
[SPEAKER_10]: The second question is the desire.
5:09
[SPEAKER_10]: So I think that every CEO should be asking who is showing up on video for our company.
5:16
[SPEAKER_10]: Do I have the desire?
5:18
[SPEAKER_10]: Because if you have the desire and you lack the skills, you could hustle to get the skills.
5:22
[SPEAKER_10]: But if you don't have the desire and passion to do it, I don't know that she'd stick with it.
5:26
[SPEAKER_10]: But every CEO needs to be bought into the idea.
5:29
[SPEAKER_10]: And it might be, there's somebody on staff that has a passion for it, and they could do it.
5:34
[SPEAKER_10]: It might be somebody that you hire and it might be something related to UGC user generated content.
5:42
[SPEAKER_10]: And so I think a hundred percent of CEOs could be asking, how is it?
5:47
[SPEAKER_10]: I went to Miami to speak at the Global Marketing Summit for
5:56
[SPEAKER_10]: on CHEO, on Japanese organization or YPO, young professional organizer, I forgot it with Eric Sue and stuff, but I spoke to all, like, big brand, like athletic greens was speaking.
6:09
[SPEAKER_10]: And so it was all like, you know, consumer package goods and whatnot, and that was the message.
6:13
[SPEAKER_10]: It was that like 100% of people in this room should be thinking about starting a YouTube channel, how do I be on YouTube, how do I be on social?
6:20
[SPEAKER_10]: But a lot of those see, they don't wanna do it.
6:22
[SPEAKER_10]: So it's identifying how are we gonna execute on that in our business.
6:26
[SPEAKER_05]: So good.
6:27
[SPEAKER_05]: So your journey is, you just started making helpful videos and then as a byproduct of adding value,
6:37
[SPEAKER_05]: monetization opportunities, then came around.
6:40
[SPEAKER_05]: And I know Think Media has 2700 streams of income.
6:44
[SPEAKER_05]: And you've built systems and people around these streams of income.
6:49
[SPEAKER_05]: And I want to unpack every kind of like main one.
6:55
[SPEAKER_10]: Yeah.
6:56
[SPEAKER_05]: So you started, because most people are starting out not even within offer.
7:00
[SPEAKER_05]: Yes.
7:00
[SPEAKER_05]: I think that's the fastest way to monetize.
7:01
[SPEAKER_05]: But some people don't have an offer and that's totally fine.
7:03
[SPEAKER_05]: You want to figure out what your offer is based on putting
7:06
[SPEAKER_05]: So I know you weren't being paid to create initially, but how were you, how did you start to see the momentum where that this is the beginning of a business?
7:15
[SPEAKER_10]: Yeah, I think I discovered originally affiliate marketing and the opportunity to talk a drive traffic awareness and views to content to anything.
7:27
[SPEAKER_10]: My background was doing video in a local church.
7:30
[SPEAKER_10]: And so I started learning that if you could get views on YouTube,
7:34
[SPEAKER_10]: And then connect it, like I don't have my own thing to sell, but if I talk about something that's available on Amazon and link to it, then that link I can earn a commission.
7:44
[SPEAKER_10]: And then if I get good at getting views on YouTube, then on a $1,000 camera, you know, I'm going to earn 4%, that's $40 and if I could do that at scale, and that's how I was able to build my original six figure income.
7:58
[SPEAKER_10]: solo was making videos.
8:00
[SPEAKER_10]: We'd say ranking videos on YouTube and then connecting it to affiliate marketing.
8:04
[SPEAKER_10]: I think very early on learning about that one way to scale much faster though would be OPO.
8:11
[SPEAKER_10]: Other people's offers, known officially as joint venture partnerships.
8:16
[SPEAKER_10]: Like you said most people don't have offers, but the cool thing about partnering with somebody else who does different than maybe a
8:23
[SPEAKER_10]: for the beauty influencer that's doing a $10 lipstick or some kind of a skincare product, is that if you align with somebody else's offer similar to yours for a commission on that, could be higher ticket.
8:38
[SPEAKER_10]: then that's a lot of times the fastest path to uh, and it's that's a form of affiliate marketing that'd be a way to say.
8:45
[SPEAKER_10]: So even early days, I like that.
8:47
[SPEAKER_05]: Just you don't have to make your own product sell somebody else's product, the more expensive or higher price the item is, the more you get paid.
8:55
[SPEAKER_05]: which will influence the strategy on how you show up.
8:58
[SPEAKER_10]: Yeah, and so like we were talking, you know, art on your team just did a Iron Man half Iron Man.
9:07
[SPEAKER_10]: So, you know, is it a soft man?
9:09
[SPEAKER_10]: I don't know what it is.
9:10
[SPEAKER_10]: Like, no respect, that's pretty legit no matter what.
9:13
[SPEAKER_10]: And so, but he, my brother did an Iron Man and he bought a $2,000 coaching program online to do that,
9:24
[SPEAKER_10]: thing and so that walked him through the routines and the meal plans and the training and he bought the bike and then he did it and he finished and that's super cool.
9:31
[SPEAKER_10]: So if you were thinking about like I'd love to do a channel about you know fitness or running or those types of you know hybrid athletes but you haven't created your own thing you find somebody who's programs like that and if it is digital course of some kind or digital course with other elements
9:47
[SPEAKER_10]: A lot of times commissions could be 30% 40%, 50%.
9:51
[SPEAKER_10]: So immediately, off one sale, you make $1,000 on a $2,000 Iron Man training program, or whatever it is.
9:57
[SPEAKER_10]: So I think if, yeah, if you built, you baked that in from the beginning, you're, like you said, it could influence the whole strategy.
10:03
[SPEAKER_10]: So you reverse engineering back from the business model, and that's a great way to start.
10:08
[SPEAKER_05]: And you would you encourage someone to start that way now with all that you know, with
10:14
[SPEAKER_10]: I think the big question is, is a personal question?
10:17
[SPEAKER_10]: I mean, if you're a business owner, do you already have a product and offer what's your expertise, what's your background?
10:26
[SPEAKER_10]: But to your point, what I encourage people to start who in a way like don't know what they're doing.
10:32
[SPEAKER_10]: And that's a great place to be.
10:33
[SPEAKER_10]: I don't know what I'm doing, but I want to do something.
10:36
[SPEAKER_10]: This is kind of what's burning in my heart.
10:38
[SPEAKER_10]: I want to get started rather than thinking about,
10:44
[SPEAKER_10]: you start with other people's products.
10:47
[SPEAKER_10]: OPO, like other people's stuff, like, and...
10:50
[SPEAKER_10]: You can then earn on the journey while you're also figuring it out.
10:54
[SPEAKER_10]: There's a good framework for this too, which I think is like, it's like the Knowledge Break or Framework, Knowledge Broker framework, where you start as like a reporter, so you report on other people's things, you start as a Knowledge Broker talking about other people's stuff and eventually you become an expert and the cool thing about it,
11:14
[SPEAKER_10]: It's also on the journey, that's where the interview model comes in.
11:18
[SPEAKER_10]: Like, well, I'm not already an expert, we can interview experts, and so then you're absorbing knowledge plus it takes still a crazy level of skill to distribute content, package it.
11:29
[SPEAKER_10]: So you're going to learn a lot while even launching a podcast or something.
11:32
[SPEAKER_10]: There's the reporter model, the knowledge broker is, well, I'm actually, I'm athletic, but I'm not ready to do my own Iron Man training course.
11:40
[SPEAKER_10]: So you do your stuff, but you point to somebody else's thing.
11:43
[SPEAKER_10]: even in the process of that, you're still learning and maybe you're still getting the gains you're getting faster.
11:47
[SPEAKER_10]: And they just fast forward, you know, to five, 10 years and all the sudden you're an expert and you've absorbed so much knowledge, plus you've learned on the journey, you monetize the entire way.
11:57
[SPEAKER_10]: And now you've got your own stuff and who knows what's on the other side of all of that.
12:02
[SPEAKER_05]: No, it's been wild the journey with this podcast because it's like free coaching.
12:08
[SPEAKER_05]: Yes.
12:09
[SPEAKER_05]: Sometimes I get paid because they sell something.
12:12
[SPEAKER_05]: But more than that, I was able to ask personal, curious questions.
12:17
[SPEAKER_05]: And now, when I have an opportunity to interview somebody, where I feel like I can deliver it better, I'm like, I'd rather just deliver it because I can lead to my stuff, you know?
12:27
[SPEAKER_05]: You could do that now, but it's totally on.
12:30
[SPEAKER_05]: I wasn't that person.
12:31
[SPEAKER_10]: Video podcasting is my favorite thing in the world.
12:35
[SPEAKER_10]: I think it's one of the biggest opportunities, but for what you're saying, there's all these ancillary benefits, but I just want to be the person in the room getting the learn.
12:41
[SPEAKER_10]: I just want to be able to network, connect with others, et cetera.
12:44
[SPEAKER_10]: So to launch one is a great idea on all the benefits besides maybe the main thing.
12:51
[SPEAKER_10]: Like why you should launch a video podcast, even if it doesn't get views.
12:54
[SPEAKER_10]: So good.
12:55
[SPEAKER_10]: Relationships, connecting with people, the doors that it opens, it's fun.
12:59
[SPEAKER_05]: Right off vacation.
13:01
[SPEAKER_05]: Yeah, yeah.
13:03
[SPEAKER_10]: It's just my, I don't know if I bring it.
13:04
[SPEAKER_10]: Go you're exactly right.
13:05
[SPEAKER_10]: Yeah.
13:05
[SPEAKER_10]: Not financial advice.
13:07
[SPEAKER_10]: But you know, yeah, check with your EPA, that's legitimate business, yeah.
13:12
[SPEAKER_05]: Financial, this is financial advice.
13:14
[SPEAKER_05]: Don't get a CPA, get a tax strategist.
13:16
[SPEAKER_05]: Yeah.
13:17
[SPEAKER_05]: That's actual financial advice.
13:18
[SPEAKER_05]: That's really good, yeah.
13:19
[SPEAKER_10]: You don't want the wrong CPA.
13:20
[SPEAKER_05]: So, you just talked about how you made your first, you made your first six figures with affiliate marketing selling other people's thing.
13:27
[SPEAKER_05]: When did you go from a few six figures or a couple multi six figures to hitting a million?
13:34
[SPEAKER_05]: And what was the biggest thing that changed in you as a business owner?
13:38
[SPEAKER_10]: Yeah, I think, I mean, the first thing was we launched our signature YouTube course video ranking Academy in 2016.
13:45
[SPEAKER_10]: And so that's 10 years old now, crazy, which is kind of crazy.
13:50
[SPEAKER_10]: And that was
13:55
[SPEAKER_10]: You know, VRA originally sold for $297.
13:57
[SPEAKER_10]: And now it's $1,300.
14:02
[SPEAKER_10]: And it payment plans and stuff.
14:03
[SPEAKER_10]: That's like the floor price.
14:05
[SPEAKER_10]: And that, I mean, Think Media is an interesting company because we sort of are in that middle space above where a lot of, if you will, solo pinnores or people that have a couple, like overhead, there's more staff and fulfillment in different things.
14:21
[SPEAKER_10]: on it but generally you would say when you sell a product like that the margins are like 97% you have operations right compared to so I sell a thousand dollar camera I keep forty dollars you sell a thousand dollar course you keep nine hundred and seventy dollars and then add costs if you do paid ads and everything else but that would be the primary vehicle to scale to seven figures.
14:44
[SPEAKER_10]: And then, yeah, I mean, there's timing too, although people have all kinds of theories and AI is disrupting things.
14:53
[SPEAKER_10]: But, you know, I was early, you could say, so got to ride all kinds of waves.
14:58
[SPEAKER_10]: In fact, it's been crazy to ride, I mean, road the pandemic was insane.
15:02
[SPEAKER_10]: We were running together at that time.
15:04
[SPEAKER_05]: That wave.
15:06
[SPEAKER_10]: Think media was getting every day 125,000 views.
15:09
[SPEAKER_10]: just ranked videos, the library, and then the lockdown started, and it bumped past a quarter million without doing anything.
15:16
[SPEAKER_10]: Like, wow, views on the whole channel just doubled, and then stayed that way for during the pandemic.
15:23
[SPEAKER_05]: So, this is the story I, or the picture I paint with that concept.
15:28
[SPEAKER_05]: because, you know, in the church or in Christendom, we say, if you don't know what to do, do the last thing God told you to do.
15:35
[SPEAKER_05]: Yeah.
15:36
[SPEAKER_05]: And we're right now, there's now people saying, Claude just killed editors.
15:42
[SPEAKER_05]: Claude just crushed, no.
15:44
[SPEAKER_05]: It's like AI is the new, oh, this is where we need to focus our attention.
15:50
[SPEAKER_05]: But the last thing you were told to do was to post videos online.
15:55
[SPEAKER_05]: And in this AI revolution, the ability to leverage it because we did the thing allows us to maximize on this new opportunity.
16:06
[SPEAKER_05]: Does that make sense?
16:08
[SPEAKER_05]: So like, I was telling you that we created a chatbot and I was able to start a chatbot with 10 million words.
16:14
[SPEAKER_05]: Yeah.
16:15
[SPEAKER_05]: And there's so much context there's years you were prepared for AI.
16:19
[SPEAKER_05]: Yeah, but not knowing I was going to prepare for AI.
16:21
[SPEAKER_05]: I was just doing what I was supposed to do.
16:23
[SPEAKER_10]: I heard I heard I put this way like when the pandemic hit it's like, um, you know, I've been learning to swim for a decade, not realizing the world was going to get flooded.
16:32
[SPEAKER_05]: Hey department fam, pausing the podcast to talk about this life-changing sponsorship.
16:37
[SPEAKER_05]: It's me.
16:38
[SPEAKER_05]: I'm sponsoring the podcast and the sponsor of this podcast is the content to cash challenge, which is a five-day live coaching experience.
16:47
[SPEAKER_05]: I put on for creators, entrepreneurs, coaches, consultants, and service providers.
16:51
[SPEAKER_05]: If you feel like you're stuck in business or maybe there's more to business and to revenue, I'm telling you that you don't have an offer problem, you don't have an industry problem and you probably don't even have a sales problem.
17:02
[SPEAKER_05]: what you have isn't a awareness problem and this is why I have the content to cast challenge because I believe transformation happens on a two-way street and how do you know if you're the right person for the content to cast challenge or you're in the right season?
17:15
[SPEAKER_05]: You're listening to this podcast.
17:17
[SPEAKER_05]: This is for you.
17:18
[SPEAKER_05]: This is your moment.
17:19
[SPEAKER_05]: So to take the challenge or jump on the weightless, scan the QR code on the screen or check out the link down in the description below.
17:25
[SPEAKER_05]: Let's get back
17:31
[SPEAKER_10]: So that's yeah you build the boat before so that a lot of people sit on the sidelines over thinking yeah and so oh you got lucky Like you guys were lucky because your views double during the pandemic like yeah you're right luck if luck looks like 10 years of grinding and hidden late nights then for sure Call it luck
17:50
[SPEAKER_05]: Yeah, no, it's so good.
17:52
[SPEAKER_05]: Okay, in that time you're creating courses, I imagine you're making hires.
17:56
[SPEAKER_05]: Yes.
17:57
[SPEAKER_05]: What was like, I think you have a lot of insight on the journey you had making initial hires and then with everything you know, like there's people that say hire a VA and then now you have people saying no hire, see sweet and then you're like, not you get an any, you know?
18:14
[SPEAKER_10]: Yeah.
18:14
[SPEAKER_10]: Yeah, you know, hires, I think there's been incredible, there are so many legendary people that have helped out think media over the years.
18:25
[SPEAKER_10]: You know, one of those original integrator mass of needle movers was Heather Torres.
18:31
[SPEAKER_10]: And I think this is what, it's kind of one of my favorite subjects because it's leadership.
18:36
[SPEAKER_10]: I think the cool thing about growing up in the church and learning leadership in the church,
18:40
[SPEAKER_10]: is leadership expert John Maxwell says the hardest environment to lead is a church because you're not paying anybody.
18:47
[SPEAKER_10]: So you have to motivate with vision.
18:48
[SPEAKER_10]: You have to motivate with inspiration.
18:50
[SPEAKER_10]: You need to be a type of a leader yourself to enlist other leaders.
18:54
[SPEAKER_10]: So I've been trying to embody those principles, you know, as the founder originally posting content, you're doing it all by yourself, but
19:06
[SPEAKER_10]: use then start putting it out there.
19:07
[SPEAKER_10]: I think most people should hire before they're ready.
19:10
[SPEAKER_10]: They need to hire before they think they can afford it.
19:12
[SPEAKER_10]: They should hire when it's a little bit uncomfortable.
19:14
[SPEAKER_10]: But I think it also can look different.
19:16
[SPEAKER_10]: Some people think, I can't afford to hire somebody.
19:19
[SPEAKER_10]: How am I going to pay for like their employment taxes and their healthcare and all that stuff?
19:23
[SPEAKER_10]: It's like relax, slow down a few steps.
19:25
[SPEAKER_10]: You could hire somebody for five hours a week as a 1099, in order to be paying healthcare.
19:30
[SPEAKER_05]: And so I think that was me.
19:34
[SPEAKER_10]: It's what we feel, it's kind of overwhelming.
19:37
[SPEAKER_10]: And so the lesson I learned though is, I think there's something about going first and trying to be as building something that's attractive to others and trying to be a level of a leader that is worthy of being followed.
19:49
[SPEAKER_10]: And then what happened was Heather sort of following me on Twitter before it was called X.
19:56
[SPEAKER_10]: And DM, hey, me and my family just moved to Vegas and I kind of saw what you're doing
20:03
[SPEAKER_10]: uh... yet let's let's talk and so we ended up talking in and was able to learn shit experience so i wanted to launch an online course felt like maybe i could figure it out but i was totally overwhelmed just trying to create content to keep that thing going and trying to pay the bills and so i'd have vision to do that i've been stuck you know learning at a rank videos for years had also then invested you know tons of time and money into learning frameworks ip proprietary processes like actually all the back end stuff that
20:33
[SPEAKER_10]: Like, almost nobody knows.
20:35
[SPEAKER_10]: It's like the iceberg underneath world class education progress and stuff.
20:39
[SPEAKER_10]: And anyways, cast the vision and she was like, yeah, I've done that.
20:44
[SPEAKER_10]: I felt other people do it.
20:45
[SPEAKER_10]: I could help you and I said, cool, I can't pay you.
20:48
[SPEAKER_10]: How does that sound?
20:49
[SPEAKER_10]: And she said, that sounds great.
20:50
[SPEAKER_10]: And that's how I got my first hire.
20:51
[SPEAKER_10]: Never paid her.
20:52
[SPEAKER_10]: She worked six years.
20:53
[SPEAKER_10]: No, it was.
20:54
[UNKNOWN]: Ha ha ha ha.
20:56
[UNKNOWN]: Yeah.
20:57
[SPEAKER_10]: Can you imagine?
21:00
[SPEAKER_10]: But it was like, I was like, okay, so how about this?
21:03
[SPEAKER_10]: How about this product doesn't exist?
21:07
[SPEAKER_10]: What if like, if you helped me build it, then I will pay you 20%, I think those were the initial terms for like the first 12 months.
21:16
[SPEAKER_10]: Who knows if it's gonna sell?
21:18
[SPEAKER_10]: Doesn't even exist.
21:18
[SPEAKER_10]: Who knows, let's try to figure this thing out.
21:20
[SPEAKER_10]: There was some level of clarity of who does what, not even really much of that, but she was able to, we'll have set up the CRM and the loaded into Cajabi and load all that stuff.
21:30
[SPEAKER_10]: And amongst other things, and then stepped in in general to where other responsibilities in the small company, this is still before I ran into you at fitness 19.
21:42
[SPEAKER_10]: While I was on the treadmill watching Shaleen Johnson, I'm studying webinars.
21:47
[SPEAKER_10]: When we run into each other, but, you know, early days, this is in the days when Kyle, you know, came over from working at a warehouse and joined in the early days.
21:56
[SPEAKER_10]: So anyways, as far as hires go, that was sort of the initial thing and she was like, okay, cool, because it was a true intrapreneur.
22:04
[SPEAKER_10]: And she is an entrepreneur, you know, that jumped in with that energy.
22:08
[SPEAKER_10]: Yeah, I'll work for free.
22:11
[SPEAKER_10]: And it really was a free.
22:11
[SPEAKER_10]: It was just on terms of what will be, what showed her faith in it.
22:16
[SPEAKER_10]: You gave it a shot.
22:17
[SPEAKER_10]: And that first year was cool.
22:19
[SPEAKER_10]: In the second year, I think the percentage went up in the third year.
22:21
[SPEAKER_10]: It flipped a like salary plus percentage.
22:23
[SPEAKER_10]: And then the things just started to evolve.
22:25
[SPEAKER_10]: You know, it's funny is from 2015 to 2019.
22:29
[SPEAKER_10]: This is not, this is definitely not financial advice.
22:34
[SPEAKER_10]: was not even an entity.
22:36
[SPEAKER_10]: It was just my social security number.
22:39
[SPEAKER_10]: And you just filed taxes as like an independent sole proprietor and everybody's contractors.
22:46
[SPEAKER_10]: That's a horrible idea.
22:47
[SPEAKER_10]: There's no, because the reason you get an LLC is so you have limited liability in some legal protection, eventually launched to escort.
22:55
[SPEAKER_10]: But if there's a message that I have for anybody, it's actually a little bit of like,
23:01
[SPEAKER_10]: is, you know, step out, be bold, take a risk.
23:05
[SPEAKER_10]: You know, you're terrified.
23:06
[SPEAKER_10]: What if I hire the wrong person, you probably will at some point.
23:09
[SPEAKER_10]: What if they don't work out as his life?
23:11
[SPEAKER_10]: You also have done other things.
23:13
[SPEAKER_10]: What if I lose a little bit of money?
23:15
[SPEAKER_10]: Well, that's not gonna be fatal.
23:16
[SPEAKER_10]: What if you don't try?
23:17
[SPEAKER_10]: What if you don't step out?
23:19
[SPEAKER_10]: What could be on the other side of your fear?
23:21
[SPEAKER_10]: Yeah.
23:22
[SPEAKER_10]: What could be on the other side of taking a swing, taking a risk?
23:26
[SPEAKER_10]: and a lot of lessons, but yeah, if you boil that down, I think trying to have enrolling people in a vision and rolling people in what's possible for the future and rolling people in something like what the upside could be for them, and then set it out.
23:39
[SPEAKER_10]: And to this day, I mean, like I stole this from John Maxwell, but it was as far as the leadership trajectory that in the early days, I got less credit than I deserved.
23:53
[SPEAKER_10]: because in the early days, no one saw the editing and the study and the uploading the video.
23:58
[SPEAKER_10]: They'd see the uploading the videos.
24:00
[SPEAKER_10]: They'd see behind the scenes, the pain, the struggle, and all of that.
24:04
[SPEAKER_10]: But then in the early days, I got less credit than I deserved, but then fast forward to today and I get more credit than I deserve.
24:10
[SPEAKER_10]: And if it wasn't for Kyle Anderson and Jordan Perez and Melissa Caputo and Brian Griffith and the fake media team, but was it for like world class leaders, even when it comes to hiring today,
24:22
[SPEAKER_10]: I don't know, I probably kind of suck at it, you know.
24:25
[SPEAKER_10]: No, it's so good, but they're great.
24:29
[SPEAKER_10]: Yeah.
24:29
[SPEAKER_05]: The number one question I usually get asked by people like you is, Omar, how the heck does your videos look and sounds so dang crispy?
24:37
[SPEAKER_05]: Well, the reality is it's the equipment I use and you'd be surprised how inexpensive it could actually be.
24:42
[SPEAKER_05]: So I've compiled all my gear and I've updated the list and I want to give it to you.
24:46
[SPEAKER_05]: So if you're listening or watching this, just hit the description box below and I'll send you my gear guide for every budget and let's get back into the conversation.
24:53
[SPEAKER_05]: Uh, I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-I-
24:55
[SPEAKER_05]: Something that has, you know, I'm learning so much.
25:00
[SPEAKER_05]: I think when we initially hire, we think of the salary leaving us when really you're just paying them for the month and monthly at a time.
25:12
[SPEAKER_05]: Right.
25:12
[SPEAKER_05]: And in that month, you don't know the things they are able to do what they can accomplish, what they can do better than you, what they can do more than you.
25:20
[SPEAKER_05]: And,
25:22
[SPEAKER_05]: And literally, you're paying for the information of what can be done or what can keep going.
25:29
[SPEAKER_10]: Yeah, you only have to pay once, one month at a time.
25:31
[SPEAKER_05]: Right.
25:32
[SPEAKER_10]: Yeah, even a six-figure salary.
25:33
[SPEAKER_05]: But you'll probably, you'll shake hands on this salary.
25:36
[SPEAKER_10]: Yeah, that's true.
25:37
[SPEAKER_10]: It's terrifying.
25:38
[SPEAKER_05]: But then it's not coming out of your pocket right there and there.
25:42
[SPEAKER_05]: Oh, that's been comforting, you know?
25:44
[SPEAKER_05]: Like, it's like, it's worth thinking, I just hired an integrator, by the way.
25:47
[SPEAKER_05]: I don't even know that.
25:48
[SPEAKER_05]: Like, it's been,
25:50
[SPEAKER_05]: Oh, uh, our name's Annabelle.
25:52
[SPEAKER_10]: Yeah, I think I saw under your stories.
25:54
[SPEAKER_10]: Yeah, and you were on stage right up here and like, can we give it up?
25:57
[SPEAKER_10]: Oh, I was going to go with more of the chief operation officer.
26:01
[SPEAKER_05]: of the department or the video department of the video department and a bell can she come to the stage and it was a long walk this is awkward but like I'll just be very transparent I heard I'm like did another like if you think about what's going out on a monthly basis especially with like this building and all that stuff you can start you know but then a button at mindset is like no like like she could bring a whole new dynamic and she's taught me so much just even and we were about to hit 90 days of the time of filming this did
26:30
[SPEAKER_05]: She's closed over six figures in the DMs.
26:34
[SPEAKER_05]: There you go.
26:37
[SPEAKER_05]: That'll pay.
26:38
[SPEAKER_05]: Some, you know, like, so I say all that to say, I was afraid and she opened up an opportunity.
26:47
[SPEAKER_05]: And if you bring somebody on your team,
26:49
[SPEAKER_05]: Really, they must add value.
26:53
[SPEAKER_05]: And the value is proportionate to many times the top line revenue of what's happening.
26:58
[SPEAKER_05]: And so, I just think it's cool that you came up with a creative way to figure it out to add some money because two people can send 10,000 of flight AO.
27:09
[SPEAKER_10]: You heard about how Clippers, some guys, like when they are clipping their social media content, well, also incentivize, if you get a 500,000 views,
27:19
[SPEAKER_10]: So do your best with my content and then and that's these are this is like risk removal Yeah, because it's like if it's on the other side of the results and same general for You know performance-based compensation in a company in general.
27:32
[SPEAKER_10]: That's the CEO should be thinking about that all the time I am thinking about that all the time Yeah, that's good kind of becomes your number one job is to try to think about how to compensate people well and scale it and still survive I'm also learned of the reverse strategy.
27:44
[SPEAKER_05]: Have you tried the reverse strategy?
27:46
[SPEAKER_05]: It's called a pre-tip.
27:47
[SPEAKER_10]: Okay
27:48
[SPEAKER_05]: is where you're just, you surprised them by, let's just say you do a 90 day contract.
27:52
[SPEAKER_05]: Yeah.
27:53
[SPEAKER_05]: And then they're under the understanding that they're going to be paid by weekly or monthly.
27:58
[SPEAKER_05]: You're like, I'm just going to give it to you now.
28:00
[SPEAKER_05]: And I'm going to throw extra on top of it.
28:03
[SPEAKER_05]: And psychologically, what that does to a person.
28:06
[SPEAKER_05]: Right.
28:06
[SPEAKER_05]: Just even in the context.
28:07
[SPEAKER_10]: To live up to it and to live into it.
28:09
[SPEAKER_05]: Yeah.
28:10
[SPEAKER_05]: My friend Richman taught me this.
28:12
[SPEAKER_05]: He's like, go next time you go to a restaurant.
28:15
[SPEAKER_05]: Give the tip first.
28:16
[SPEAKER_05]: Yeah.
28:18
[SPEAKER_05]: You know, I'm going to probably, you know, lose myself in this dinner with the people I'm having dinner with, my family, whatever.
28:24
[SPEAKER_05]: I'm giving to you this now the way they show up.
28:27
[SPEAKER_10]: That's assuming it's a good tip for sure.
28:30
[SPEAKER_05]: Yes.
28:30
[SPEAKER_10]: It's a way they show up.
28:34
[SPEAKER_10]: Maybe it was like a family thing and you wanted to make it awkward.
28:37
[SPEAKER_10]: You're like, listen, I just want to give you this up front.
28:40
[SPEAKER_10]: So you can know what to expect tonight.
28:41
[SPEAKER_10]: You slip them a $5 bill.
28:44
[SPEAKER_10]: You're like, you're like, yeah, I just, I don't even like these people in a way, like, I was trying to sabotage the evening.
28:50
[SPEAKER_05]: Yeah, no, but he said he's done that with one of his first hires and it put in his hires.
29:08
[SPEAKER_05]: concerned with making sure she added the value.
29:12
[SPEAKER_10]: Yeah, mix hunt.
29:12
[SPEAKER_05]: So I've just learned that like the principle and what we're talking about is is human dynamics is just understanding how humans function and like reward and extending and empowering trust.
29:28
[SPEAKER_05]: Incentive as well.
29:29
[SPEAKER_05]: Incentive.
29:30
[SPEAKER_05]: Incentive.
29:31
[SPEAKER_05]: Okay, so that or we're so that integrator higher
29:37
[SPEAKER_05]: because that you passed to a million dollars in revenue.
29:40
[SPEAKER_05]: I think some people will just ask, I mean, I realize that like when you hit a million in revenue or you become a millionaire, you're like, you don't really know when it happens.
29:48
[SPEAKER_05]: Everybody wants to become a millionaire.
29:50
[SPEAKER_05]: Like what was the year, was it a year, was it like the Kajabi account?
29:56
[SPEAKER_05]: You're like, wow, we, we.
29:58
[SPEAKER_10]: That's a weird thing.
29:58
[SPEAKER_10]: Like I am like maybe awkwardly disconnected from that.
30:07
[SPEAKER_10]: like because and I think partly is with a growing company, I mean, I'm a small town kid college dropout grew up in a rural town, Arlington, Washington, you know, at my high school growing up everyone wore a car heart, but not because it's like cool like today.
30:28
[SPEAKER_10]: Not like car heart, the upper end version, right?
30:31
[SPEAKER_10]: work in progress.
30:32
[SPEAKER_10]: Yeah, work in progress.
30:34
[SPEAKER_10]: But because everyone was in future farmers of America, like actually.
30:37
[SPEAKER_10]: And so, you know, I, I never thought, like even imagining a six-figure income or making them a million dollars.
30:47
[SPEAKER_10]: And then what's the definition of a millionaire?
30:50
[SPEAKER_10]: Interesting question.
30:51
[SPEAKER_10]: Network assets, liquid, you know, all these different things.
30:55
[SPEAKER_10]: So, yeah, and then actually what's the definition of a millionaire?
31:00
[SPEAKER_10]: What's your company worth?
31:01
[SPEAKER_10]: So, you know, what's a definition of a billion-air, a lot of, you know, they're probably, they are also legitimate billionaires, like the big guys, but it's companies, it's stock and so.
31:13
[SPEAKER_10]: Anyways, yeah, when did that happen?
31:15
[SPEAKER_10]: Meaning, I don't know, I can't really tell you, I actually, as far as maybe, you know, hitting seven figures in one year, I feel like was 2019 or 2018, yeah, I was like 2019.
31:28
[SPEAKER_10]: And then you know, but then you also have margins and stuff.
31:33
[SPEAKER_10]: So there's a lot of that's it's an interesting conversation because it's soon to you want things to maybe shift a little with your family or all the sudden they think like.
31:41
[SPEAKER_10]: a weight your company's doing a million bucks.
31:43
[SPEAKER_10]: So you'd be like, you know, you're like, yeah.
31:45
[SPEAKER_10]: And we were negative 150,000 met this year.
31:48
[SPEAKER_10]: And we were in LLC.
31:49
[SPEAKER_10]: Yeah.
31:50
[SPEAKER_10]: So we had the buzz.
31:51
[SPEAKER_10]: And so, you know, how's the real math like pencil out?
31:55
[SPEAKER_10]: But yeah, it was, I think it's cool.
31:58
[SPEAKER_10]: I think what does matter deeply for me is like integrity, credibility, receipts, and that is important.
32:07
[SPEAKER_10]: Because it's, if people could talk all day long,
32:11
[SPEAKER_10]: What are the numbers really show and so if you're going to talk from a place of authority or what do you have a real experience and real receipts in?
32:19
[SPEAKER_10]: That's I think where it matters to me, but other than that it was like, I'm in it for just the infinite game.
32:26
[SPEAKER_10]: I just want I want to just keep playing the game and like knock a lot of business.
32:29
[SPEAKER_05]: So good.
32:31
[SPEAKER_05]: I think this is something I'm observing from a lot of people who experience success and then they just get bored.
32:40
[SPEAKER_05]: of essentially doing the same thing.
32:44
[SPEAKER_10]: I think I have a little bit bored right now.
32:46
[SPEAKER_05]: That's so funny.
32:47
[SPEAKER_05]: As David Shenz is the same question, he said the exact same thing, which is something to say.
32:51
[SPEAKER_05]: Yeah.
32:52
[SPEAKER_05]: It's like, it's in the boring thing.
32:56
[SPEAKER_10]: Yeah, I mean, I do have a good answer.
32:57
[SPEAKER_10]: I think, I think that,
33:05
[SPEAKER_10]: You know, my answer to it is sounds funny.
33:08
[SPEAKER_10]: Like the way I want to answer, people know maybe my brand and know my faith.
33:11
[SPEAKER_10]: But what I want to say, I kind of want to curse.
33:13
[SPEAKER_10]: I want to be like, if somebody says, they're getting bored, I want to say, stop being a little bee.
33:19
[SPEAKER_10]: I mean, I should say, but I probably would and that's not something I would say.
33:21
[SPEAKER_10]: I'll say, stop being a little bee.
33:26
[SPEAKER_10]: For real, bro.
33:26
[SPEAKER_10]: You know, I don't know, because, and that's like, and that probably is my,
33:32
[SPEAKER_10]: like perhaps throw back work ethic, you know, growing up in a rural, like, you know, town, or anything to wash it in, I was, I cut a lot of grass in my life.
33:42
[SPEAKER_10]: I'm talking to a lot, like, we had six acres.
33:45
[SPEAKER_10]: We had a tractor with a mower deck, so I would mow the outer fields.
33:50
[SPEAKER_10]: And then we had a pushmower for like the front yard.
33:53
[SPEAKER_10]: And then we had a writing, a lawnmower for like the transition.
33:56
[SPEAKER_10]: And then a weed eater for the edges and stuff.
33:58
[SPEAKER_10]: I'd like real chores, picking horse hooves, shoveling horse maneuver.
34:02
[SPEAKER_10]: And so, and then I grew up with like a workaholic stepdad.
34:07
[SPEAKER_10]: And so when I grew up with like that much work ethic with that type of work, when you are telling me that I can like sit in my home office and do a live stream and get 5k or 25k for a brand deal or do a you know a webinar and make you know whatever.
34:26
[SPEAKER_10]: I'm like, this is dumb.
34:28
[SPEAKER_10]: And it's still just as dumb as it was.
34:31
[SPEAKER_10]: So I think having that perspective has helped me.
34:33
[SPEAKER_10]: So that's why I'm like, what even is board?
34:35
[SPEAKER_10]: Because it's also a task to other thing.
34:37
[SPEAKER_10]: I am filled in vibrant with purpose and most excited about our team, next generation of creators on our team, you know, the chance to build something.
34:47
[SPEAKER_10]: So it's sort of, you know, there is a good book, I don't wanna say that I'm at halftime.
34:52
[SPEAKER_10]: I mean, how old am I getting, but there's a good book called halftime by Bob Buford.
34:55
[SPEAKER_10]: and it talks about moving from success to significance.
34:59
[SPEAKER_10]: That's probably where my mindset is right now.
35:01
[SPEAKER_10]: And I am kind of thinking about the, and so I'm still just as in love, but even still I'm walking on the NAB floor.
35:07
[SPEAKER_10]: I'm like, what are we doing?
35:09
[SPEAKER_10]: I've been here for 10 years.
35:11
[SPEAKER_10]: You know, and so then also how do you, I think it's about knowing how to lie Trump fire, like choosing to like wake up, have a morning routine, remember why you're grateful, remember who's counting on you, get re-invigorated.
35:25
[SPEAKER_10]: And I would say, you know, there's an aspect of man I've been doing this lot and repeating myself, but I am just as excited about YouTube today is probably ever.
35:33
[SPEAKER_10]: I'm researching, talking about new videos.
35:36
[SPEAKER_10]: And maybe it's also that anchor knowledge that just watching people give up on good things or watching people.
35:43
[SPEAKER_10]: You might have just said this on your stories, like, do what you love and you'll never work another day in your life.
35:49
[SPEAKER_10]: You heard that quote?
35:50
[SPEAKER_05]: It's like a terrible quote.
35:51
[SPEAKER_10]: It's a terrible quote.
35:52
[SPEAKER_05]: Yeah.
35:53
[SPEAKER_10]: That's what I think that's what sometimes it feels like people in this world are asking for.
35:57
[SPEAKER_09]: Yeah.
35:57
[SPEAKER_10]: Oh, like I sort of lost my fire for it, then relight your fire.
36:00
[SPEAKER_10]: Oh, I kind of lost the passion, then like start your passion again.
36:03
[SPEAKER_10]: Yeah.
36:04
[SPEAKER_10]: I don't know it's harder than that though.
36:05
[SPEAKER_10]: Like I'm really in my feels and my emotions.
36:07
[SPEAKER_10]: Okay, cool.
36:08
[SPEAKER_05]: Yeah.
36:08
[SPEAKER_10]: Well, stop being a little B and get back to work.
36:12
[SPEAKER_05]: It's good.
36:12
[SPEAKER_05]: No, I mean, I've learned clap it up for that one, maybe.
36:19
[SPEAKER_10]: Oh, I'm being a little.
36:20
[SPEAKER_05]: No, yeah, it's gross and for.
36:22
[SPEAKER_05]: Yeah, that's not it's good.
36:24
[SPEAKER_05]: I think a lot of the world to me included were putting out content unlike maybe you should try business.
36:33
[SPEAKER_05]: And a lot of times business starts from a very inward place.
36:38
[SPEAKER_05]: You're passionate and you're, you know, something that you enjoy doing.
36:41
[SPEAKER_05]: But really, if you're going to scale a business, you got to remove emotion.
36:45
[SPEAKER_05]: Yeah.
36:45
[SPEAKER_05]: It's systems, it's leadership, it's corporate.
36:50
[SPEAKER_05]: And even though you could be a spirit, like being, you can't over-spiritualize business.
36:57
[SPEAKER_05]: It's like, it's numbers.
36:58
[SPEAKER_05]: So I think that's something I'm learning, you know, too, just.
37:03
[SPEAKER_10]: We heard this.
37:04
[SPEAKER_10]: Novice entrepreneurs focus on novelty,
37:12
[SPEAKER_10]: break it down.
37:13
[SPEAKER_10]: So, that's where a lot of people, they, the thing they want to launch is around just passion and happiness and joy and all of that.
37:21
[SPEAKER_10]: Okay, fine.
37:22
[SPEAKER_10]: And by the way, if that works, that's the, that is kind of the dream at the perfect intersection of your passion, proficiency, and profit.
37:28
[SPEAKER_10]: And, and, and some people get to live that.
37:30
[SPEAKER_10]: It's like that, one percent of one percent of travel vloggers potentially.
37:34
[SPEAKER_10]: Like, I just want to travel the world to get paid full time, do whatever I want, you know, and record and get paid to do it.
37:39
[SPEAKER_10]: Cool.
37:41
[SPEAKER_10]: We're living in that world, but novice entrepreneurs focus on novelty.
37:45
[SPEAKER_10]: They want to feel new, have the energy around it.
37:48
[SPEAKER_10]: Season entrepreneurs focus on just viability.
37:50
[SPEAKER_10]: They would assess the total addressable market and maybe decide that, oh, wow, there's a real opportunity in port of potty's on construction sites and Las Vegas.
37:59
[SPEAKER_10]: You excited about Porto Potties, that's like your passion.
38:02
[SPEAKER_10]: That's like, oh, yeah, you're passionate.
38:03
[SPEAKER_10]: No, I'm not passionate about it at all.
38:05
[SPEAKER_10]: Like, just, I just calculated around the numbers, it'd probably be about a, you know, $4 million or your business we just launched.
38:10
[SPEAKER_10]: You know, and so it's that part of business is what that inspired of, is viability, is also just the practical side that, now we could be doing anything.
38:18
[SPEAKER_10]: Like, I also awaited tables Red Robin for 10 years.
38:22
[SPEAKER_10]: So, got
38:23
[SPEAKER_10]: which is great because a customer service had fun.
38:26
[SPEAKER_10]: And I think if I'm the type of person who attitude is a choice, I had so much fun working at Red Robin.
38:34
[SPEAKER_10]: I had fun mowing grass.
38:37
[SPEAKER_10]: This is disc man, 40 seconds of skip protection because of the vibration of the, you know, of the, and then headphones.
38:45
[SPEAKER_10]: No, you're listening to music, man, I'm out doors.
38:47
[SPEAKER_10]: So it's kind of a choice, but yeah, if we're chasing novelty,
38:51
[SPEAKER_10]: that can get us in trouble, but viability would be that practical aspect of taking the emotion out of business, what's the numbers, what's the math, what's it going to take?
39:01
[SPEAKER_10]: Let's go do it.
39:02
[SPEAKER_10]: Yeah.
39:02
[SPEAKER_05]: Would you say that like you you realize the game changed for you and the game was it was maybe no longer I'm a content creator and how you saw yourself and then it was like
39:17
[SPEAKER_05]: organizationally, like, because I'm seeing, because obviously, you know, Kyle's one of my best friends and he's running the content department.
39:25
[SPEAKER_10]: Yeah.
39:25
[SPEAKER_05]: Um, it's, it's honestly, I don't know too many people that have removed them, themselves from a very front facing role, like creating content, and like scaling and adding people in, it's like, it's still like is impressive.
39:44
[SPEAKER_05]: is that the viability conversation still?
39:46
[SPEAKER_10]: No, I mean, that's a, that's like, this is one giant experiment.
39:51
[SPEAKER_10]: Like, I have no clue what I'm doing.
39:54
[SPEAKER_10]: You know, it kinda, and that's what I mean about the infinite game, I think as a leader, it's like maybe you work really hard to climb the mountain and you get to the top of the mountain and you realize you're at the ground floor of a whole mountain range.
40:06
[SPEAKER_10]: Like, well, like, you just start to see more.
40:08
[SPEAKER_10]: And then, but then I think there's a decision to make,
40:14
[SPEAKER_10]: Uh, there's this good book called, uh, predictable success.
40:19
[SPEAKER_10]: And it talks about in the very first stage of launching something, you are just clawing for survival.
40:25
[SPEAKER_10]: Can I get enough cash to survive?
40:26
[SPEAKER_10]: Then you actually go into fun.
40:28
[SPEAKER_10]: And so fun is like now there's enough money and even extra money.
40:34
[SPEAKER_10]: And that's a certain season of business that the creator economy and media gives a lot of opportunity to for then you go into rough water.
40:42
[SPEAKER_10]: And that is where now it's gotten too big and it really sucks.
40:47
[SPEAKER_10]: Your system start to break.
40:48
[SPEAKER_10]: You had a couple people, but now maybe one person wasn't right and you didn't early days, you maybe hired so fast and it's kind of a dice roll and a couple, maybe a bad app or something was in there, hurt culture.
41:00
[SPEAKER_10]: You're like, I got to deal with that.
41:02
[SPEAKER_10]: And it's no longer fun, too.
41:03
[SPEAKER_10]: You're like, why am I even doing this?
41:05
[SPEAKER_10]: This used to be fun, this sucks.
41:07
[SPEAKER_10]: And then from there, you jump to predictable success.
41:10
[SPEAKER_10]: And you're trying to stay up there where it's still fun, but there's more impact, and there's more scale.
41:16
[SPEAKER_10]: And then if you get past that, you start to trail off into too much bureaucracy, inefficiency, red tape, and it's the death spiral of a business on the other side.
41:25
[SPEAKER_10]: But the interesting question is, in the rough rot water phase, do you actually make a decision to go back down or do you make a decision to go back up?
41:37
[SPEAKER_10]: that I wrestle with, I have a good friend Colin Boyd.
41:40
[SPEAKER_10]: We were talking about this exact decision and he was like, I'm a down guy.
41:44
[SPEAKER_10]: I'm like, I wanna do a couple million a year with an efficient team, figure out the margins, a business that I love, kids, family, and whatever.
41:51
[SPEAKER_10]: And for me, from self-awareness, I'm like, I think I'm a go up guy.
41:58
[SPEAKER_10]: And more about what could we build?
42:01
[SPEAKER_10]: You know, what is possible, leadership itself
42:06
[SPEAKER_10]: And so think me, like exactly what we're doing is partly in it.
42:11
[SPEAKER_10]: Yeah, it's like, will this work?
42:13
[SPEAKER_10]: Is this an experiment?
42:14
[SPEAKER_10]: Could we pull this off?
42:17
[SPEAKER_10]: And I think self awareness is a superpower.
42:19
[SPEAKER_10]: It's rare.
42:20
[SPEAKER_10]: It's hard to develop how deep can you really go into your own strengths?
42:24
[SPEAKER_10]: And to go through that many, like in a way, identity changes from like creator video editor
42:36
[SPEAKER_10]: We still don't even really, that's a weird title, you know, do you even need to have a chief anything, depending, like, that's identity changes.
42:43
[SPEAKER_10]: And so where do we go next?
42:45
[SPEAKER_10]: It's something to, in prayer.
42:47
[SPEAKER_10]: God, what have you put in me?
42:49
[SPEAKER_10]: You know, what am I called to steward?
42:50
[SPEAKER_10]: And I think it's really important to pick mentors and heroes.
42:55
[SPEAKER_10]: And so it's such an, it's an outrageous example.
42:58
[SPEAKER_10]: Maybe it's not, maybe I should speak life into it.
43:00
[SPEAKER_10]: But if I look at like a Dave Ramsey, a thousand employees, 300 million a year,
43:04
[SPEAKER_10]: you know, what they've built and how long they've lasted.
43:06
[SPEAKER_10]: That's a whole different, and the personalities, et cetera, that he's built on the team, you have these models out there that you can kind of be inspired by.
43:15
[SPEAKER_10]: But on the flip side, like I think it's not a right or wrong thing, a lot of people,
43:23
[SPEAKER_10]: I think imitate others, other people's businesses, other people's, and they maybe do something just because they think bigger is better or more.
43:31
[SPEAKER_10]: One of the most consistent pieces of advice I've gotten lately, and maybe consistently, is actually people telling me to go down.
43:38
[SPEAKER_10]: And so that's a interesting thing, you go, well,
43:41
[SPEAKER_10]: plants succeed with wise counsel, but then it's also, but yeah, but what are you solving for?
43:46
[SPEAKER_10]: Is it go down to maximize profitability?
43:49
[SPEAKER_10]: Are you solving for impact?
43:51
[SPEAKER_10]: What's got put in you?
43:52
[SPEAKER_10]: How's he wired you?
43:53
[SPEAKER_10]: What do you see?
43:54
[SPEAKER_10]: What do you want to do?
43:55
[SPEAKER_10]: It's deep questions.
43:56
[SPEAKER_10]: And so, yeah, I don't know that I have a great answer until other than like, it's like my personal race.
44:06
[SPEAKER_10]: You know, if you will, looking at,
44:09
[SPEAKER_10]: what resources are before us, what could we do and then try to make decisions based on that?
44:14
[SPEAKER_10]: It's very biblically influenced as well.
44:15
[SPEAKER_10]: So looking at succession, Moses Joshua, I do think community is very powerful.
44:22
[SPEAKER_10]: The community you build, to me that, if anything, I want to do really cool things with people that I love hanging out with forever, like for as long as possible.
44:33
[SPEAKER_10]: So if we can,
44:35
[SPEAKER_10]: And I think the idea is like having on Earth, like it's pretty wild, the culture, the camaraderie, the values, doing our best to like, that's the thing, like make that great, do work we love to do, do it in a way that could support everybody, do very difficult problems solve, and then to do it in such a way that we could just keep playing the game.
44:55
[SPEAKER_10]: Which is interesting questions in Crater Economy, too, because I'm glad we bet on YouTube.
45:00
[SPEAKER_10]: It seemed to be a pretty good bet, you know what I mean for like years ago.
45:05
[SPEAKER_10]: I mean, a future's bright for YouTube, they just celebrated 20 years last year.
45:11
[SPEAKER_10]: And so YouTube is still not old enough to drink legally in Las Vegas.
45:16
[SPEAKER_10]: That shows you how old, but yet young YouTube still is.
45:20
[SPEAKER_10]: And so this is not my opinion, like nobody,
45:27
[SPEAKER_10]: can compete with the amount of creators it has, the infrastructure of creators, the ad model, and the distribution.
45:34
[SPEAKER_10]: So what app is even close or could catch up to what YouTube is?
45:38
[SPEAKER_10]: YouTube's the number one media company in the world with more revenue now than Disney.
45:44
[SPEAKER_10]: in terms of the media arm and the advertising arm, which is insane.
45:48
[SPEAKER_10]: And so it just has so much of a head start and so much infrastructure.
45:50
[SPEAKER_10]: And then it also has a dedicated team to small creators.
45:55
[SPEAKER_10]: They're actually, and that's not just hype to get people excited about YouTube.
46:01
[SPEAKER_10]: Their future depends on the opportunity for somebody new today to start and to be able to breakthrough.
46:09
[SPEAKER_10]: If that goes away, then their future is capped.
46:14
[SPEAKER_10]: They're tweaking it for the people that have been on.
46:17
[SPEAKER_05]: Yep, that's true.
46:19
[SPEAKER_05]: Yeah, it's like if you've been on, you're going to lose your read a loser reach to the new people.
46:23
[SPEAKER_10]: But they have, they don't have to, but they have a team of developers that are devoted to helping small creators get recommended, discovered, and have an opportunity to get started.
46:33
[SPEAKER_10]: And the CEO said at the 20 year party anniversary thing, they said, who do you think's going to be the biggest creator in the next five years?
46:45
[SPEAKER_10]: is somebody starting right now.
46:47
[SPEAKER_05]: Somebody in this room.
46:48
[SPEAKER_05]: Somebody listening or watching this podcast.
46:51
[SPEAKER_05]: Somebody that's made the decision is getting the game today.
46:53
[SPEAKER_05]: Oh good.
46:54
[SPEAKER_05]: I love it.
46:55
[SPEAKER_05]: You peruse through something I think was probably one of the most important things.
46:59
[SPEAKER_05]: You're like, yeah, I invested in myself.
47:01
[SPEAKER_05]: You know, I got some frameworks.
47:02
[SPEAKER_05]: That's underneath the surface and like, that's the stuff that they really, like, don't teach you out there.
47:06
[SPEAKER_05]: Sure.
47:06
[SPEAKER_05]: How can you talk about the journey of investing in yourself and you mentioned learning how to, as a thought leader, articulate in a way that people perceive you as an expert or someone who knows what they're talking about.
47:21
[SPEAKER_10]: Yeah, I think, I mean, I think one of the biggest things like, you know, I'm a huge believer that the best investment you can make is in yourself.
47:31
[SPEAKER_10]: And, you know, I spent tens of thousands a year on it's been masterminds or, you know, financial advisors or coaches.
47:40
[SPEAKER_05]: I've ever joined something and you're like, dang it, I got... Rod.
47:46
[SPEAKER_05]: smoke and mirrors.
47:47
[SPEAKER_10]: I don't think so.
47:48
[SPEAKER_10]: I mean, like I paid a coach $43,000.
47:52
[SPEAKER_10]: And that was for 12 months, one session a month.
47:57
[SPEAKER_10]: I got about 10 minutes with this person in a room of seven people.
48:01
[SPEAKER_10]: Each zoom room of seven people.
48:03
[SPEAKER_10]: Okay.
48:04
[SPEAKER_10]: And I mean, when I look back, it's like it's kind of relative to like maybe where you are.
48:10
[SPEAKER_10]: Like here's how I often think about it though.
48:12
[SPEAKER_10]: Like all I need in 12
48:16
[SPEAKER_10]: I really believe that because it's and when I have a business like mine, you could plug in one thing.
48:22
[SPEAKER_10]: There's weird levers, one campaign, or one tweak, or even in a way, like one email you send like different details like that.
48:30
[SPEAKER_10]: And so no, I mean, no, I never have because there's so much to learn.
48:34
[SPEAKER_10]: And then I see, it almost call like bonus time.
48:37
[SPEAKER_10]: Because there would be some, what's funny about this particular group too is they were big on books and you have to do a book report every month.
48:45
[SPEAKER_10]: and you, like, got in trouble if you didn't do your book before.
48:49
[SPEAKER_10]: And I was like, man, this is most expensive book report group I've ever been in.
48:53
[SPEAKER_10]: And then I was like, give me the list of the books I could have read these.
48:56
[SPEAKER_10]: But a couple things, I mean, so one, for sure I got the one thing out of that particular year.
49:02
[SPEAKER_10]: Secondly, though, this is interesting, and it might sound kind of just like,
49:07
[SPEAKER_10]: You know, kind of hypey, but it's true.
49:09
[SPEAKER_10]: A lot of things that are necessary in life are caught, not just taught.
49:15
[SPEAKER_10]: Right.
49:15
[SPEAKER_10]: Proximity and time spent with somebody carrying something transforms you.
49:21
[SPEAKER_10]: 100.
49:22
[SPEAKER_10]: So just getting in the room.
49:25
[SPEAKER_10]: And by the way, I'll say one other thing.
49:26
[SPEAKER_10]: This particular person is running a media company and hiring talent.
49:30
[SPEAKER_10]: And,
49:30
[SPEAKER_10]: content creators and other people as well.
49:32
[SPEAKER_10]: And I got all the behind the scene stuff.
49:34
[SPEAKER_10]: So there's all different ways to look at it.
49:37
[SPEAKER_10]: So I was asking myself, who in the words a very narrow skill, which you're describing, like what Think Media is doing is not what almost anybody's doing.
49:45
[SPEAKER_10]: So there's not even like a coaching program for that.
49:47
[SPEAKER_10]: So I found somebody who was doing it and was ahead of me and then ultimately invest who with them.
49:52
[SPEAKER_10]: And yeah, so it totally worth it.
49:53
[SPEAKER_10]: So I can't know.
49:54
[SPEAKER_10]: I can't really think of a time when I regretted it.
49:56
[SPEAKER_10]: I think the other thing is like, because not even how I think about money anyways.
50:00
[SPEAKER_05]: Yeah, and you took ownership of what you invested in.
50:03
[SPEAKER_10]: Yes.
50:04
[SPEAKER_10]: And it's crazy as it sounds, business is brutal because for the thing that did well and made some money and whatever, there's gonna be the thing that
50:14
[SPEAKER_10]: you do an event and your hotel room block doesn't get sold out.
50:17
[SPEAKER_10]: You're like, there's 15 grand gone or something, you know?
50:20
[SPEAKER_10]: You just start taking swings.
50:22
[SPEAKER_10]: So, I think increasing the speed of your risks, I think you can make educated bets or, you know, never bets that are gonna like tank your family.
50:30
[SPEAKER_10]: That's your responsibility is like a father and a husband and a man to, but like to take,
50:36
[SPEAKER_10]: you know, calculated risks, but you should increase your speed of investing.
50:41
[SPEAKER_10]: Yep.
50:41
[SPEAKER_10]: Like people are like maybe sometimes gun shy.
50:44
[SPEAKER_10]: Like, you might do like a meta Facebook ads campaign and be like, whoops, it was set up wrong.
50:49
[SPEAKER_10]: 10 grand is gone.
50:52
[SPEAKER_10]: A lot of ways you could look, you know, like,
50:54
[SPEAKER_05]: And so as is business and staying on offense, I've trained my mind to tell me that's what I paid for and I'll be paid because I figured that out at that cost.
51:08
[SPEAKER_05]: Yep, multiplied, whatever.
51:09
[SPEAKER_10]: And what is funny is I never read so many books so thoroughly as I did in that year.
51:13
[SPEAKER_10]: That sounds crazy.
51:16
[SPEAKER_10]: But truly when you pay you pay attention, yeah.
51:19
[SPEAKER_10]: And what I was pulling out of it was let, yeah, like to get into a group high level accountability people holding account, you know.
51:27
[SPEAKER_10]: So for sure.
51:29
[SPEAKER_05]: Yeah, I was part of the team when you stepped out and started doing live events.
51:34
[SPEAKER_05]: Yeah.
51:35
[SPEAKER_05]: And yeah, I mean, what went through your mind initially when you were like, dude, I wanna throw something in person.
51:44
[SPEAKER_10]: You want the stories, not that cool, but it's funny.
51:49
[SPEAKER_10]: This whole conversation hasn't been that cool.
51:51
[SPEAKER_10]: It's been for me.
51:54
[SPEAKER_10]: No.
51:54
[SPEAKER_10]: Yeah.
51:55
[SPEAKER_10]: So, okay.
51:56
[SPEAKER_10]: You.
51:57
[SPEAKER_10]: So video ranking.
51:58
[SPEAKER_10]: I got launch video rake into Academy.
52:00
[SPEAKER_10]: And one of my mentors, Shaleen Johnson.
52:02
[SPEAKER_10]: I had taken her program, the marketing in back to Academy.
52:04
[SPEAKER_10]: And so, and she, There were all just MLMs.
52:09
[SPEAKER_05]: Like Loki on my.
52:10
[SPEAKER_10]: Like, she.
52:13
[SPEAKER_10]: Ultimately said, like, and then I had freelance video work for her, cyber number.
52:21
[SPEAKER_10]: And so I've done so work for, and I've done a sum of her coaching and all of that.
52:27
[SPEAKER_10]: And I wanted to launch my own thing, video ranking Academy.
52:32
[SPEAKER_10]: So this is 216.
52:34
[SPEAKER_10]: We do our first-ever webinar.
52:35
[SPEAKER_10]: And the funny thing too, even our first webinar, like you got to start somewhere,
52:43
[SPEAKER_10]: And I remember, once I got to the sale, the URL was spelled wrong.
52:50
[SPEAKER_10]: And I bought video ranking academy.com, but one of the letters was wrong.
52:54
[SPEAKER_10]: And my friend David Goldstein, who's here in Vegas, right, is kind of one of my mentors from church, and he was like, text, and my phone's blown up, and he was like, bro, the URL was wrong.
53:04
[SPEAKER_10]: The URL was wrong, but it gets worse, because people could have figured it out.
53:08
[SPEAKER_10]: We went to Kajabi and we bought the URL and put forward with masking.
53:12
[SPEAKER_10]: So you check the box just so instead of the weird, long URL, it's just clean when they get there and it stays up there.
53:18
[SPEAKER_10]: to job he doesn't allow that.
53:20
[SPEAKER_10]: So even if you typed, it's spelled wrong number one.
53:22
[SPEAKER_10]: Number two, if you spell it right, it doesn't work.
53:26
[SPEAKER_10]: So double fail on first-ever webinar, David's like, bro, you need to change on like, what am I gonna do now?
53:32
[SPEAKER_10]: He's like, I'm stressed, I'm sweating, David's blown, you know, oh, this is gonna be, and what's interesting is still from those early days.
53:40
[SPEAKER_10]: I think even first webinar was like, spent like 300 bucks on Facebook ads.
53:44
[SPEAKER_10]: And then, you know, let people know organically,
53:46
[SPEAKER_10]: and first ever webinar did $10,000.
53:49
[SPEAKER_10]: At $297 on the port, did an upsell, did an upsell, 10 minutes, maybe not 10 minutes, one day before that webinar, because I was running listening to a podcast that said, did you know if you put an upsell on the other side of your thing, 10 to 20% of people will buy it?
54:06
[SPEAKER_10]: Wow.
54:08
[SPEAKER_10]: And so I think I just was like, hey, one hour of coaching,
54:12
[SPEAKER_10]: Uh, for an upsell.
54:14
[SPEAKER_10]: So turn that on like the day before first ever webinar, that helped and ended 10K.
54:20
[SPEAKER_10]: Then like got a lot better.
54:21
[SPEAKER_10]: Did one another one three months later and did 25K or 27 or something.
54:25
[SPEAKER_10]: And so I text she lean and she's like, what the what?
54:29
[SPEAKER_10]: And that's crazy.
54:30
[SPEAKER_10]: She goes, you want to speak at marketing impact Academy and actually do your offer there.
54:34
[SPEAKER_10]: And this is answering your live event question.
54:38
[SPEAKER_10]: It does connect.
54:39
[SPEAKER_10]: And so I was like,
54:42
[SPEAKER_10]: You know, first of all, sure, second of all, I'd never sold on stage before in my life at any price point of any product ever and she's no joke like she's packing out these huge events brings on legendary speakers and I'm about to like step on to that stage.
55:00
[SPEAKER_10]: So I'm like, yeah, okay, I'll do that.
55:02
[SPEAKER_10]: And then I was also just a, like, maybe kind of afraid that the offer wasn't going to be good enough for having a value.
55:09
[SPEAKER_10]: I was.
55:10
[SPEAKER_10]: It wasn't just video raked academy.
55:12
[SPEAKER_10]: What bonuses can I add?
55:14
[SPEAKER_10]: So the reason we ever did our first event was me being like, and you know what?
55:19
[SPEAKER_10]: You get two tickets to grow with video live in Las Vegas.
55:25
[SPEAKER_05]: Yeah.
55:26
[SPEAKER_10]: That's why there was a first event.
55:28
[SPEAKER_10]: Didn't know where is it going to be?
55:29
[SPEAKER_10]: How are you going to do it?
55:31
[SPEAKER_10]: How much is it going to cost?
55:32
[SPEAKER_10]: Just figured out we just figured out once that time came.
55:35
[SPEAKER_10]: Wow.
55:36
[SPEAKER_10]: And so 2018, first ever grow with video live, done at Red Rock, cost $100,000 to run, only made $80,000, lost 20 grand on our first ever live event.
55:51
[SPEAKER_10]: And then just kept going.
55:52
[SPEAKER_10]: Yeah.
55:53
[SPEAKER_10]: So that's a good story.
55:55
[SPEAKER_10]: I love that.
55:55
[SPEAKER_10]: So and truth be told, I hate the name.
55:58
[SPEAKER_10]: I have never thought of a worse name for an event, mainly because you get feedback from people in the market.
56:03
[SPEAKER_10]: So I'll be at any events, people come up and they're like, bro, I love your event, grow video live.
56:09
[SPEAKER_10]: It's such a great, I'm like that's what I was called.
56:11
[SPEAKER_10]: Somebody is out, I love your event, grow with live videos, such a great, that's not what it's called.
56:17
[SPEAKER_10]: I love your event, live video live.
56:20
[SPEAKER_10]: Like zero people I ever talked to in the real world knew what the day people say I was at that one event with you and Sean Yeah, that's with a no-no name No brand stickiness to it at all, but even that like it was like choosing a name as I was made and you could come to grow with video life in Las Vegas two tickets Just kind of was like the night before basically like
56:42
[SPEAKER_10]: Not really realizing what we were signing up for.
56:44
[SPEAKER_10]: Oh, good.
56:44
[SPEAKER_05]: Man, it's so encouraging and I hate that we people learn from.
56:49
[SPEAKER_05]: Well, I did a web class.
56:50
[SPEAKER_05]: One of my first web class, I think I got 400 people on with a working link, nobody bought.
56:56
[SPEAKER_07]: Yeah, oh, my, you know, it's to each their own.
57:01
[SPEAKER_07]: It's a hard run, yeah.
57:01
[SPEAKER_05]: But to do it, messy, start messy.
57:04
[SPEAKER_05]: And yeah, so good.
57:07
[SPEAKER_05]: If any of you guys have any questions, we can start rolling into some questions.
57:10
[SPEAKER_05]: We probably have a few.
57:12
[SPEAKER_10]: Hey, come on above the micro.
57:14
[SPEAKER_05]: Yeah, dude.
57:15
[SPEAKER_05]: So much wisdom and game and I I mean, I'll say before we get into the questions I'm so grateful for you and All that you've done important to me.
57:24
[SPEAKER_05]: Obviously we have so much history.
57:26
[SPEAKER_05]: I feel like so much time has passed at so much people don't even.
57:30
[SPEAKER_05]: There's very that group of people that would even know it's small with all the distractions in the growth and AI and all this, but I a lot of people are seeing the speed of success that I'm having in my own personal business now.
57:46
[SPEAKER_05]: And what I always tell people is I just gave my 20s away.
57:51
[SPEAKER_05]: It's good.
57:51
[SPEAKER_05]: And you gave me a place to fail, to succeed, to test my gifts, to even operate in, you know, prophetic words over my life.
58:02
[SPEAKER_05]: Like one of the,
58:04
[SPEAKER_05]: screenshots I have saved in my phone because I remember being, it was actually Heather.
58:09
[SPEAKER_05]: She, you know, I was processing with her.
58:11
[SPEAKER_05]: Like, man, I don't even know what I'm going to do.
58:12
[SPEAKER_05]: I don't know what God's called me to do.
58:14
[SPEAKER_05]: And her answer was like, God's called you to do both.
58:17
[SPEAKER_05]: It's it's both ministry and the marketplace.
58:19
[SPEAKER_05]: It's market place and ministry.
58:21
[SPEAKER_05]: just know Omar that you have grace to do both.
58:25
[SPEAKER_05]: And I have a screenshot of a prophetic image because even Mark Francy gave me a word like in 2016 that he's like, you're gonna have influence in the marketplace in the ministry.
58:36
[SPEAKER_05]: And
58:37
[SPEAKER_05]: I have a screenshot of my YouTube homepage like the day after I've preached a sermon and it's like best camera for YouTube 2018 or 2019 and then it's like my sermon for a sermon next to it.
58:53
[SPEAKER_05]: Yeah.
58:53
[SPEAKER_10]: And that's a stacked home page.
58:55
[SPEAKER_05]: That's all you need.
58:56
[SPEAKER_10]: So you need media and your church.
58:58
[SPEAKER_05]: Yeah.
58:59
[SPEAKER_05]: Yeah.
59:00
[SPEAKER_05]: But, um, yeah, dude, I'm who I am because of your trust in me and I'm grateful for you.
59:06
[SPEAKER_05]: And I'm not who I am without your leadership.
59:13
[SPEAKER_05]: Yeah.
59:14
[SPEAKER_10]: Love you.
59:14
[SPEAKER_05]: Love you.
59:15
[SPEAKER_10]: Yeah, and before this, I mean, just with the chance, like, then nostalgia and historic, historic, such a crazy word to use.
59:22
[SPEAKER_10]: But it, like, for us, it feels, it's true.
59:25
[SPEAKER_10]: Like, it's been a long...
59:26
[SPEAKER_10]: long season and just want to acknowledge like so much respect for what you built and so grateful for the impact you've made at Think Media, not just the heavy lifting content, but like just who you are raising the bar and setting the standard.
59:41
[SPEAKER_10]: I think even this generation like language culture, this crispy.
59:47
[SPEAKER_10]: You know, like, yeah, Krispy, Krispy caught at the standards of what excellence looks like the reframing of what's possible while individuals think, you know, you batch shoots some photos and like, I'll get you those in 14 days.
1:00:03
[SPEAKER_10]: I was like, Omar had to mean 14 minutes.
1:00:07
[SPEAKER_10]: That's like true.
1:00:08
[SPEAKER_10]: You would check all of that, like star um, export them, let's, here's the Dropbox link.
1:00:13
[SPEAKER_10]: I got people today that's like, yeah, I'll get you that Google Drive in three weeks.
1:00:18
[SPEAKER_10]: It's like, bro, they don't make them like they used to.
1:00:20
[SPEAKER_10]: So anyways, but like respect, I love speed.
1:00:25
[SPEAKER_10]: Yeah, you was a family man as a father, as a minister, as a businessman, just grateful, but you're in my life.
1:00:33
[SPEAKER_10]: Future looks bright.
1:00:34
[SPEAKER_05]: Love you.
1:00:38
[SPEAKER_05]: You see that viral clip about PBD.
1:00:41
[SPEAKER_05]: It was like, I paid PBD a hundred.
1:00:43
[SPEAKER_05]: Oh, I mean, we could cut this out.
1:00:45
[SPEAKER_05]: But Cole Gordon was like, I paid PBD like 200 grand for a couple of, and he goes on Google.
1:00:52
[SPEAKER_07]: And he's like, these businesses are doing it.
1:00:54
[SPEAKER_07]: You can do it too.
1:00:56
[SPEAKER_10]: Yeah, yeah.
1:00:57
[SPEAKER_10]: From that funny guy that always like memes.
1:00:59
[SPEAKER_10]: Yeah.
1:01:00
[SPEAKER_10]: Yeah, like anyway, you can manipulate talk.
1:01:03
[SPEAKER_05]: manipulate time.
1:01:04
[SPEAKER_05]: All right, my man, uh, Rodney, go ahead and ask your question.
1:01:09
[SPEAKER_03]: Rodney, I shot nice to meet you.
1:01:11
[SPEAKER_03]: Nice to meet you.
1:01:12
[SPEAKER_03]: So the question I have for you is, one, how has publishing a book impacted your
1:01:21
[SPEAKER_03]: growth, the connection to your audience, because I know everything you do is digital me.
1:01:24
[SPEAKER_03]: Yes, social books, and it's part of another question for other people.
1:01:28
[SPEAKER_10]: OK.
1:01:29
[SPEAKER_10]: The book piece was huge.
1:01:30
[SPEAKER_10]: It's to like, it's been massive.
1:01:34
[SPEAKER_10]: It's serious authority.
1:01:35
[SPEAKER_10]: And I'd say not just the book, but a good book.
1:01:37
[SPEAKER_10]: Because these days, especially with AI, people can get their book on Amazon in seconds.
1:01:42
[SPEAKER_10]: And even though the book is self-published YouTube secrets, it was very intentionally and strategically done.
1:01:50
[SPEAKER_10]: It's, in a way, it's fast credibility.
1:01:53
[SPEAKER_10]: We, for opening YouTube videos, we have the 3A formula, get attention to Stavashira Authority and set the agenda.
1:01:59
[SPEAKER_10]: And so, you know, what's that hook that'll get attention?
1:02:01
[SPEAKER_10]: And then how do you establish authority?
1:02:03
[SPEAKER_10]: And so if I was to say, what's that, everyone?
1:02:06
[SPEAKER_10]: I'm Sean Cannell, author of YouTube Secrets, or number one bestselling author of YouTube Secrets.
1:02:12
[SPEAKER_10]: is like number one best thing author of subject matter expert.
1:02:17
[SPEAKER_10]: I then also would say that the actual rigorous process of writing a book makes you better.
1:02:25
[SPEAKER_10]: And so it's kind of like why a launch a video podcast, if you're
1:02:30
[SPEAKER_10]: Values for life is growth yourself, knowing that too.
1:02:34
[SPEAKER_10]: Okay, if I could serve people today, but my insurance for tomorrow is my personal growth.
1:02:39
[SPEAKER_10]: So why would I want to write a book?
1:02:40
[SPEAKER_10]: I'd want to write a book for me.
1:02:41
[SPEAKER_10]: Forces me to organize my thoughts, for it gives forces me to make my framework better or to think about.
1:02:46
[SPEAKER_10]: And I'd want to write a good book.
1:02:48
[SPEAKER_10]: There's a great book from Ryan Holliday called Perennial Seller, and that is what makes a book that doesn't just get launched
1:03:00
[SPEAKER_10]: blips but then disappears, but what's a book that keeps selling for years?
1:03:03
[SPEAKER_10]: And I mean, to have a book about YouTube, do 140,000 copies, audiobooks, ebooks is wild, actually, it's the number one best selling YouTube strategy book in the world.
1:03:14
[SPEAKER_10]: So yeah, I think absolutely, I think there's a lot of reasons to write a book and then what they typically say is usually not money.
1:03:22
[SPEAKER_10]: It's more like the doors it opens, the authority it builds, the connections, and the back end business that it could lead to, and so I'm a big fan.
1:03:31
[SPEAKER_10]: And I actually, there's a, I was just in downtown Seattle, there's a storefront that was, you know, had all the tape up and the paper in the coming soon and coming soon was a new Barnes and Noble.
1:03:43
[SPEAKER_10]: And there was a season where it seemed like because Barnes and Noble were closing.
1:03:47
[SPEAKER_10]: Now they're opening again.
1:03:48
[SPEAKER_10]: There's book talk.
1:03:50
[SPEAKER_10]: And so I think that books aren't going anywhere and a good book with your heart, your soul.
1:03:56
[SPEAKER_10]: I just got to interview Dean Grazie O.C.
1:03:58
[SPEAKER_10]: and he said, AI is changed everything.
1:04:01
[SPEAKER_10]: I'm writing two new books, there are two of my best books, and AI is helping me go faster.
1:04:06
[SPEAKER_10]: So then I'm thinking, okay, well, what is faster means?
1:04:09
[SPEAKER_10]: He's like, yeah.
1:04:10
[SPEAKER_10]: it took me four months to write the book with AI tools, which revealed to me that yes, it's faster, but it's still not what people are saying.
1:04:20
[SPEAKER_10]: I wrote my book in a night.
1:04:21
[SPEAKER_10]: Yeah, that's why it sucks.
1:04:23
[SPEAKER_10]: I wrote my book in a weekend.
1:04:24
[SPEAKER_10]: Okay, like maybe you outlined, there's things you could do, but yeah, I think if you really, and I mean, cream always rises to the top, no matter how many cups of coffee you pour.
1:04:37
[SPEAKER_10]: I got an arsenal of those, but no, it's true.
1:04:43
[SPEAKER_10]: That's what I'm doing.
1:04:44
[SPEAKER_10]: So, I don't know.
1:04:45
[SPEAKER_10]: So, meaning, and I think that's within it's, how are you gonna make it good?
1:04:48
[SPEAKER_10]: You're gonna slow down, like, sure you say I, but like, really slow down, put blood, sweat, and tears, and do it, put research into it, make it great, and now there's two additions, so we did update it, but yeah, it's, I think it's a great thing to do.
1:05:03
[SPEAKER_03]: One last question on the same topic.
1:05:08
[SPEAKER_03]: is gonna have more of a Renaissance period because we do everything digital, everything is ebook, audio book.
1:05:14
[SPEAKER_10]: Yeah, I think there's already signs showing that what's really coming is the analog revolution.
1:05:21
[SPEAKER_10]: More in person, the thing to look at is vinyl sales.
1:05:24
[SPEAKER_10]: And I know that's one niche, but the level of vinyl sales, blowing up right now is so crazy.
1:05:37
[SPEAKER_10]: also from all these streaming services, but people wanted to go back to owned media, you can't imagine my personal outrage as an intendo switch to owner with the fact that these game key cards or just codes in a box and you don't get the physical media anymore.
1:05:57
[SPEAKER_10]: And so,
1:05:58
[SPEAKER_10]: Yeah, I got an Nintendo Switch.
1:05:59
[SPEAKER_10]: I said for my kids this last Christmas, but they're only five and three turns out I got it for me, you know.
1:06:05
[SPEAKER_10]: Then I got into the culture, but it's like, yeah, I think we're gonna go back to owned media.
1:06:09
[SPEAKER_10]: So I think that that'll be a pendulum swing and to that point print, even physical books, they mean something when you've put your heart and soul into it, and I think that's a good bet to bet on.
1:06:21
[SPEAKER_03]: All right, thank you.
1:06:23
[SPEAKER_10]: Yeah.
1:06:27
[SPEAKER_10]: That's a go.
1:06:28
[SPEAKER_10]: That's my S Ruby, my girl.
1:06:31
[SPEAKER_10]: Ruby, I've seen you on the podcast twice.
1:06:33
[SPEAKER_10]: Those are my favorite episodes.
1:06:38
[SPEAKER_09]: Well, is your first episode of video about?
1:06:42
[SPEAKER_10]: Well, my first episode of video was actually from my church.
1:06:47
[SPEAKER_10]: I would upload like bloopers from our church announcements.
1:06:50
[SPEAKER_10]: But then my first ever video was actually kind of about nothing.
1:06:54
[SPEAKER_10]: I got on and I said, listen, I don't know what I'm doing and I'm not going to try to be energetic or entertaining, but maybe stick around and something could be interesting.
1:07:03
[SPEAKER_10]: So I just pressed record with no idea what I was going to talk about.
1:07:08
[SPEAKER_06]: Oh, my shirt.
1:07:09
[SPEAKER_05]: Oh, you care about my answer to your first.
1:07:12
[SPEAKER_05]: So my daughter's saying my first name.
1:07:15
[SPEAKER_05]: My first video, I believe, was uploaded to Vimeo.com.
1:07:22
[SPEAKER_05]: Because when I was in high school, you were cool if you uploaded on Vimeo, not on YouTube.
1:07:26
[SPEAKER_05]: And it was just a video of me hanging out with friends.
1:07:32
[SPEAKER_05]: It was a video about nothing.
1:07:36
[SPEAKER_05]: It's got to start somewhere.
1:07:37
[SPEAKER_09]: Why did you make it then?
1:07:41
[SPEAKER_05]: I made it because it was a creative outlet in my heart and spirit.
1:07:49
[SPEAKER_05]: And something in me just said, hey, you got friends and you guys do fun stuff.
1:07:55
[SPEAKER_05]: Let's just film it.
1:07:58
[SPEAKER_05]: That's literally it and here I am.
1:07:59
[SPEAKER_05]: You're that's a millionaire.
1:08:01
[SPEAKER_05]: Let's go, let's go, love you.
1:08:06
[SPEAKER_06]: That's funny, that was spicy, it's so good, my man, it's so funny bro.
1:08:24
[SPEAKER_04]: What's up, guys?
1:08:24
[SPEAKER_04]: Thank you for that really great information.
1:08:27
[SPEAKER_04]: I'm about to start launching my digital product and I was wondering, how did you come up with that 297 price point in the beginning?
1:08:33
[SPEAKER_04]: And at one point where you're like, all right, I need to start raising it now and kind of segment it up.
1:08:39
[SPEAKER_10]: Yeah, I mean, I think that early on, when you price, you might price out of insecurity.
1:08:46
[SPEAKER_10]: So I actually was scared.
1:08:47
[SPEAKER_10]: I thought like 300 bucks, that's crazy.
1:08:49
[SPEAKER_10]: But I was insecure.
1:08:51
[SPEAKER_10]: I undervalued my knowledge.
1:08:56
[SPEAKER_10]: You also price out of lack of experience.
1:08:59
[SPEAKER_10]: lack of experience of selling something, because if there's many different ways you could calculate what had went into that, the results that had went into that, the years that had went into that, the money that had went into that.
1:09:10
[SPEAKER_10]: And so, that's like a list of lessons, as I would say, you know, don't price out of insecurity, out of fear.
1:09:17
[SPEAKER_10]: At the same time, I think that in some cases,
1:09:21
[SPEAKER_10]: people can almost go too fast and they go bigger than what their credibility is or what they can deliver on or what they can offer, what they really can truly, yeah, deliver on.
1:09:31
[SPEAKER_10]: So you can always raise your prices because also supply in demand if you sell it and like it was so easy or there wasn't any friction or pushback or like, okay, what can
1:09:46
[SPEAKER_10]: Yeah, the last thing is, would be to, I think, working on your money mindset can sound cliche, but just as, so, it's very important.
1:09:54
[SPEAKER_10]: Working on sales skills, money mindset skills.
1:09:58
[SPEAKER_10]: The first person too, you really need to sell, is not somebody else, you actually have to sell yourself.
1:10:02
[SPEAKER_10]: And a lot of times individuals are not sold, either on themselves, on their product,
1:10:08
[SPEAKER_10]: And that doesn't both them and their product are probably good.
1:10:11
[SPEAKER_10]: A lot of times it's like the ideas around it.
1:10:14
[SPEAKER_10]: Like who am I to do this?
1:10:15
[SPEAKER_10]: Or what happens if somebody pushes back and all these other things?
1:10:20
[SPEAKER_10]: So I think that would be the work to do as you figure out that initial pricing.
1:10:24
[SPEAKER_10]: Lastly, too, doing actual market research.
1:10:27
[SPEAKER_10]: Like that's any smart business owner would do.
1:10:30
[SPEAKER_10]: research what else is happening in the market.
1:10:32
[SPEAKER_05]: There's this thing I've been living by right now in its conviction-based pricing that you should actually under charge for what you're selling because when you sell it, the energy behind what you're selling is going to be insane because you're going to be like, oh my goodness, I can't believe I'm selling it at this price.
1:10:52
[SPEAKER_05]: And people sales is a transference of enthusiasm.
1:10:56
[SPEAKER_05]: And if you're nervous at the price and your knees are shivering when you give it, people are gonna be like, this is sketch.
1:11:03
[SPEAKER_05]: But if so, so you get only charge based on your conviction, well, maybe you're asking the question, maybe you're not, but you maybe ask the question, well, how do I increase my conviction?
1:11:11
[SPEAKER_05]: You become a better buyer.
1:11:12
[SPEAKER_05]: You invest in yourself, you get, you buy, market research is buy other people's programs.
1:11:18
[SPEAKER_05]: And what I'm doing is I'm joining programs that are $50,000, just to buy the confidence to know that the program I have is a thousand times worth the value.
1:11:28
[SPEAKER_05]: So I'm coming back home, not even taking anything from the room,
1:11:32
[SPEAKER_05]: do this way better and I actually like paid the money to figure that out.
1:11:36
[SPEAKER_05]: That's conviction-based pricing.
1:11:39
[SPEAKER_05]: But did you're in a crush?
1:11:40
[SPEAKER_05]: Let's go.
1:11:41
[SPEAKER_04]: James, thank you guys.
1:11:44
[SPEAKER_00]: Hey, Sean.
1:11:45
[SPEAKER_00]: Lauren Cabello.
1:11:46
[SPEAKER_00]: We've met many times.
1:11:47
[SPEAKER_00]: I we spoken at social media marketing world together for so good to see you again.
1:11:52
[SPEAKER_00]: So I'm an OG just like you.
1:11:55
[SPEAKER_00]: I've been an online entrepreneur since 2010.
1:11:57
[SPEAKER_09]: Yes.
1:11:58
[SPEAKER_00]: So I'm a multimedia
1:12:03
[SPEAKER_00]: You and I have been in this space a long time.
1:12:06
[SPEAKER_00]: We've seen the waves, the, okay, I started off as a blogger, and then I went to a YouTuber, and then we started everybody get on Vine, and then that didn't work out, and then they all went to Instagram, and then they all went to here.
1:12:18
[SPEAKER_10]: So it went to clubhouse to mark you glad you didn't I'm so glad I didn't get a good house.
1:12:24
[SPEAKER_10]: They wrote a book on clubhouse course on clubhouse.
1:12:27
[SPEAKER_00]: We've seen all the waves right and we can kind of tell like everybody's like right now.
1:12:31
[SPEAKER_00]: Everybody's creating a product using Claude yeah using AI and I'm kind of watching.
1:12:36
[SPEAKER_00]: And so talk talk to me a little bit about where you see everything going with with AI.
1:12:43
[SPEAKER_00]: Like we we have the luxury of being in this industry a long time to kind of see.
1:12:47
[SPEAKER_00]: the waves of like right now every is trying to like hop on the AI wave and like create a product and selling.
1:12:54
[SPEAKER_05]: Yeah, well, I mean, it's just like everyone wants to be the AI expert.
1:12:56
[SPEAKER_00]: Exactly.
1:12:57
[SPEAKER_05]: The first expert to a thing you can cash in quickly.
1:13:00
[SPEAKER_00]: Exactly.
1:13:01
[SPEAKER_00]: So, and I want to PR agency now.
1:13:03
[SPEAKER_00]: I have so many AI clients and media is always like, we need the top AI expert, right?
1:13:09
[SPEAKER_00]: Talk to me a little bit about how we can position ourselves without kind of tapping into the AI craze.
1:13:15
[SPEAKER_00]: I guess you want to say, but being stable and not jumping into clubhouse, like we did and losing ourselves in those things.
1:13:21
[SPEAKER_10]: That's interesting, like, yes, so you're asking for my thoughts on this AI thing, how I'm thinking about it.
1:13:28
[SPEAKER_10]: On the one hand,
1:13:30
[SPEAKER_10]: Like one of the biggest conversations we've been having lately at Think Media is that AI is overrated.
1:13:35
[SPEAKER_10]: And that you also, you, so many conversations that I'm having with people, AI is also hated.
1:13:41
[SPEAKER_10]: And so there's, there's back, like, it depends on your niche, depends on your vision,
1:13:48
[SPEAKER_10]: you get into a certain room and everyone's excited about it.
1:13:50
[SPEAKER_10]: They want to jump on it, et cetera.
1:13:53
[SPEAKER_10]: You talk to at regular, everyday people, and there's like some serious red flags in a version to AI.
1:14:00
[SPEAKER_10]: I mean, we have a fractional CFO that we work with and works with multiple similar businesses to ours.
1:14:07
[SPEAKER_10]: And there's obviously been a massive hit to digital courses, massive.
1:14:12
[SPEAKER_10]: Like digital courses are getting decimated.
1:14:15
[SPEAKER_10]: If all you're doing is selling a course,
1:14:18
[SPEAKER_10]: the bars going lower, people are talking directly to Chad GBT.
1:14:22
[SPEAKER_10]: And then also people that I think are trying to scale too fast with AI, or they're trying to do too much automation.
1:14:27
[SPEAKER_10]: And what our fractional CFO says, she said, the businesses we see growing are high-touch human, and the people that are either going maybe too digital aren't necessarily going to be as high impact.
1:14:42
[SPEAKER_10]: So I think what people want
1:14:44
[SPEAKER_10]: Like, it becomes a marketing point if you say no bots involved.
1:14:48
[SPEAKER_10]: Now you're talking to a real person, et cetera.
1:14:50
[SPEAKER_10]: So can you pull that off?
1:14:52
[SPEAKER_10]: So I think AI is overrated in one sense.
1:14:54
[SPEAKER_10]: I think there's going to be so many legal issues because if you start leaning on AI to do customer services stuff for you, there's good solutions, but also it can make serious blunders.
1:15:05
[SPEAKER_10]: We all know AI hallucinates.
1:15:07
[SPEAKER_10]: So if everything's going really good until it's not going good,
1:15:13
[SPEAKER_10]: So, of course, on one hand, people think we're on the way to the singularity and it's going to be very disruptive.
1:15:19
[SPEAKER_10]: I think there's an interesting tension right now where it's overrated.
1:15:23
[SPEAKER_10]: I think there's probably two strategies and we just talked about it.
1:15:25
[SPEAKER_10]: There is leaning into analog leaning into the opposite, but it'll also be a hybrid.
1:15:30
[SPEAKER_10]: At the same time, we're using it.
1:15:32
[SPEAKER_10]: I'm sure like you are at a crazy pace trying to learn it for how it bolts on to what we do as humans in terms of albinous right faster
1:15:44
[SPEAKER_10]: graphics and thumbnails faster and even clawed.
1:15:46
[SPEAKER_10]: I haven't looked deeply into it, but even clawed as a video editor is supposedly very disruptive, et cetera.
1:15:52
[SPEAKER_10]: The NAB show floor, the AI innovation section.
1:15:56
[SPEAKER_10]: There's just so much happening there.
1:15:58
[SPEAKER_10]: So I don't know if that's a good answer.
1:15:59
[SPEAKER_10]: Did that make any sense?
1:16:01
[SPEAKER_10]: Yeah, I did.
1:16:02
[SPEAKER_10]: So good.
1:16:02
[SPEAKER_00]: Thank you.
1:16:03
[SPEAKER_05]: Yeah.
1:16:05
[SPEAKER_05]: I mean, I, I feel the same way.
1:16:07
[SPEAKER_05]: It's just like, what are some things that have been or do coaching's been around forever?
1:16:10
[SPEAKER_05]: Yeah.
1:16:11
[SPEAKER_05]: Consulting has insulting, helping people.
1:16:15
[SPEAKER_10]: My, my right thing.
1:16:16
[SPEAKER_10]: My right thing.
1:16:18
[SPEAKER_10]: Solomon was the original consultant.
1:16:20
[SPEAKER_10]: So it was right, you know, he was a consultant to Kings.
1:16:23
[SPEAKER_10]: For sure.
1:16:24
[SPEAKER_10]: And so yeah, how would people navigate wisdom for the times, all that different stuff?
1:16:28
[SPEAKER_02]: Hey, Omar, thanks for putting this together.
1:16:30
[SPEAKER_02]: Thank you for joining us.
1:16:31
[SPEAKER_02]: I want to talk about you today.
1:16:32
[SPEAKER_02]: Great value just being here.
1:16:34
[SPEAKER_02]: I wanted to read my questions.
1:16:35
[SPEAKER_02]: I don't mess it up because it's a burning question.
1:16:38
[SPEAKER_02]: So I have a very hyperspecific niche.
1:16:39
[SPEAKER_02]: I help pharmacists move from retail to uplevel their career.
1:16:44
[SPEAKER_02]: And I'm trying to figure out, I have built my brand on Facebook.
1:16:48
[SPEAKER_02]: But it feels like a hamster wheel.
1:16:50
[SPEAKER_02]: So I'm looking to look into YouTube,
1:16:57
[SPEAKER_02]: almost like client base.
1:16:59
[SPEAKER_02]: I just don't know how to make that transition and or should I just double down because it is new.
1:17:03
[SPEAKER_02]: What's your off over the last three months?
1:17:05
[SPEAKER_02]: Um, so I helped burnt out of pharmacists move from retail to like specialty which is like higher paying offer like a high paying jobs.
1:17:15
[SPEAKER_10]: Yeah.
1:17:15
[SPEAKER_02]: That makes sense, right?
1:17:16
[SPEAKER_02]: So it's like an up level.
1:17:17
[SPEAKER_10]: Where do you get your clients now?
1:17:19
[SPEAKER_10]: Facebook.
1:17:21
[SPEAKER_10]: For more organic Facebook content?
1:17:22
[SPEAKER_02]: Yeah,
1:17:26
[SPEAKER_10]: And these pharmacists are joining Facebook groups?
1:17:28
[SPEAKER_02]: Yeah, it's massive, like 44K.
1:17:30
[SPEAKER_10]: And the group you started?
1:17:32
[SPEAKER_02]: No, so it's not my group.
1:17:34
[SPEAKER_02]: It's a group where I give a lot of value, and they'll follow me.
1:17:37
[SPEAKER_02]: And so that's how we need to do.
1:17:38
[SPEAKER_02]: But I also do a lot of content on my Facebook.
1:17:40
[SPEAKER_10]: What is the group called?
1:17:41
[SPEAKER_10]: So somebody created a group for pharmacists?
1:17:44
[SPEAKER_02]: Mm-hmm.
1:17:44
[SPEAKER_02]: So yeah.
1:17:45
[SPEAKER_10]: I mean, there's what's interesting.
1:17:47
[SPEAKER_10]: It is a, that's an interesting niche.
1:17:49
[SPEAKER_10]: It's a little bit.
1:17:50
[SPEAKER_10]: Like, I don't imagine there's big demand of pharmacists on YouTube.
1:17:55
[SPEAKER_10]: Now, at the same time, there could be a little bit of visionary that you could do, meaning, do you want to do that forever?
1:18:02
[SPEAKER_10]: Or are you ultimately a kind of a reinvention expert?
1:18:08
[SPEAKER_02]: I think that's where I'm heading.
1:18:09
[SPEAKER_02]: Yeah, that's more interesting.
1:18:11
[SPEAKER_10]: You know, it's a good framework for you that I think will be really helpful.
1:18:14
[SPEAKER_10]: And everybody in the room is the latter of abstraction.
1:18:17
[SPEAKER_10]: the ladder of abstraction.
1:18:20
[SPEAKER_10]: So the ladder of abstraction is imagine let's just draw a ladder and you could go up or down and if you put something in the middle and you put a car, that's in the middle of the ladder and then if you were to go down you could maybe go into the model of the car but if you were to keep going down you could go into just the engine or the exhaust and you could go down it could be one part.
1:18:43
[SPEAKER_10]: you're just talking about how specific you're getting.
1:18:45
[SPEAKER_10]: If you go up, you could get into transportation itself.
1:18:51
[SPEAKER_10]: So I heard this at a mastermind, I'm a part of how you take whatever your expertise is, but you could start selling it to corporate clients because they wouldn't want me to come in and talk about how to be a YouTuber, but they would want me to come in and talk about how to be a communicator.
1:19:06
[SPEAKER_10]: So the latter of abstraction could go up to be, you know, transportation or whatever.
1:19:12
[SPEAKER_10]: And if you take the ladder all the way up, it'll always go to God.
1:19:14
[SPEAKER_10]: So it's like, you could pull things in both directions.
1:19:18
[SPEAKER_10]: And that's what it sounds like your journey is.
1:19:20
[SPEAKER_10]: I think you could be maximizing what.
1:19:23
[SPEAKER_10]: you're doing in the Facebook group and whatnot, but I wouldn't start a YouTube channel titled like pharmacists, reinvention, you know, you get that, but you could start thinking about your brand.
1:19:33
[SPEAKER_10]: Why even if you stay nicheed, that helps you position yourself as like, again, like a reinvention expert or like a career transition expert.
1:19:43
[SPEAKER_10]: And almost, and then by the way, you start creating YouTube content based on the, that's a huge niche on YouTube.
1:19:49
[SPEAKER_10]: I quit my job, I lost my job, finding a new job, it's a very universal pain point.
1:19:53
[SPEAKER_10]: That is the self-awareness decision if that's the direction you'd want to go, but that would be almost while building your brand.
1:20:00
[SPEAKER_10]: You'd be building for the next season while serving your current season and building your personal brand the entire time.
1:20:06
[SPEAKER_10]: And it only gives you more authority.
1:20:08
[SPEAKER_10]: with the pharmacist you work for and whatever, but that's a mistake people make on YouTube is maybe niching down too far.
1:20:16
[SPEAKER_05]: They make their channel around their offer.
1:20:18
[SPEAKER_05]: Yeah, as opposed to people before during and after your offer.
1:20:23
[SPEAKER_05]: And so, yeah, if you have a very specific offer, which sounds amazing, by the way, your offer sounds amazing.
1:20:30
[SPEAKER_10]: Yeah.
1:20:30
[SPEAKER_05]: It sounds perfect for a paid ad to a VSL to a book a call, and it'll probably print money.
1:20:36
[SPEAKER_05]: That strategy right there.
1:20:38
[SPEAKER_05]: Now why would you even focus on YouTube?
1:20:40
[SPEAKER_05]: Well, the objective is if you have a brand and you have a presence online in this trust recession, number one is it brings down your ad costs.
1:20:49
[SPEAKER_05]: Because more people know you organically when you run Facebook ads, people act quicker when they see your face.
1:20:56
[SPEAKER_05]: So your ad costs goes down.
1:20:57
[SPEAKER_05]: So you get indirectly paid to post on YouTube just even from bringing down ad costs.
1:21:04
[SPEAKER_05]: And then yeah, having a brand, when somebody sees the ad, for your specific thing, they're going to do some deep diving.
1:21:13
[SPEAKER_05]: And my thing is if people can't do this,
1:21:15
[SPEAKER_05]: on your Instagram.
1:21:17
[SPEAKER_05]: If people can't do this on your YouTube, you're not even trying to like, Frank Kern says, prove to people you can help them by actually helping them.
1:21:28
[SPEAKER_05]: And having a brand that's surrounded by adding value, and all people need to see is that scroll, oh, okay, well, I'm in, I'm gonna book the call.
1:21:34
[SPEAKER_05]: I'll show up for the call.
1:21:36
[SPEAKER_05]: It's all these little things that we, we under, uh, we overlook, but, yeah, don't, don't, don't overthink it.
1:21:43
[SPEAKER_05]: Like everything in your question when it came out was about like, a start, or a start to build the kind of brand.
1:21:51
[SPEAKER_05]: Like all these things are like questions you won't know until you go, you go, and then you'll know, you step out and then you find out.
1:21:59
[SPEAKER_02]: So you're so don't niche on on YouTube.
1:22:01
[SPEAKER_02]: I don't like niche bigger.
1:22:03
[SPEAKER_10]: Yeah, I would dream about what would maybe a brand name or title for yourself.
1:22:11
[SPEAKER_10]: You know, it's interesting, like it's smart to potentially have, like you think about having different titles in different rooms.
1:22:17
[SPEAKER_10]: And they're both true.
1:22:18
[SPEAKER_10]: And you're not being dishonored.
1:22:20
[SPEAKER_10]: You're so in different facets of yourself.
1:22:21
[SPEAKER_10]: You step in a one room,
1:22:22
[SPEAKER_10]: Like, your Uber driver asks you, like, what do you do?
1:22:25
[SPEAKER_10]: I never know how to answer.
1:22:26
[SPEAKER_10]: Sometimes, I was doing, I was in customs in Canada.
1:22:29
[SPEAKER_10]: They said, what do you do?
1:22:30
[SPEAKER_10]: I said, I'm a photographer.
1:22:31
[SPEAKER_10]: I just, because I was trying to think about low drama.
1:22:34
[SPEAKER_10]: And I was like, that's accurate, but I was like, you know, I don't want to say YouTuber or what do you do?
1:22:38
[SPEAKER_10]: It's like, what, you know?
1:22:39
[SPEAKER_10]: And so, and true, I'm a business owner.
1:22:42
[SPEAKER_10]: I'm a CEO.
1:22:42
[SPEAKER_10]: I run a media company.
1:22:44
[SPEAKER_10]: I'm a YouTuber.
1:22:45
[SPEAKER_10]: So I think that's interesting that like, think it about,
1:22:49
[SPEAKER_10]: you're not, you know, a pharmacist, reinvention expert or whatever, but like figuring out what that vision is, and that's what I would do on YouTube.
1:22:56
[SPEAKER_10]: But that's like some vision hearing for the next couple of years, why you continue to do what you're doing, and continue to crush your offer.
1:23:03
[SPEAKER_02]: Thank you.
1:23:04
[SPEAKER_10]: That's a good one.
1:23:04
[SPEAKER_10]: Yeah.
1:23:04
[SPEAKER_10]: Appreciate you.
1:23:08
[SPEAKER_08]: My question is, uh, what advice would you have for a law firm that specializes in personal injury, immigration and criminal defense on the YouTube platform?
1:23:17
[SPEAKER_08]: Thank you.
1:23:17
[SPEAKER_10]: What do you want to happen?
1:23:18
[SPEAKER_10]: You want more leads and customers?
1:23:20
[SPEAKER_10]: You're not getting enough leads and customers right now.
1:23:23
[SPEAKER_08]: There's enough, but a big percentage of that is through referrals.
1:23:26
[SPEAKER_08]: So people that have already helped.
1:23:28
[SPEAKER_10]: I mean, if I wanted leads, is it local?
1:23:32
[SPEAKER_08]: Yes.
1:23:32
[SPEAKER_10]: In Vegas?
1:23:34
[SPEAKER_10]: Yeah, if I wanted leads and customers for a local law firm, I would not start a YouTube channel.
1:23:43
[SPEAKER_10]: Thank you so much, have a great night.
1:23:45
[SPEAKER_10]: Bye, Demi.
1:23:46
[SPEAKER_10]: Like, but it would be, you know, yeah, what do you want to build a personal brand?
1:23:53
[SPEAKER_10]: Do you want to build a brand of the firm?
1:23:55
[SPEAKER_10]: I think there's like a level of desire there, yeah, as far as an acquisition channel, like eventually, but it's not enough direct response for I think just filling your pipeline of customers.
1:24:08
[SPEAKER_10]: And there'd be like other ways to acquire customers.
1:24:11
[SPEAKER_10]: But if you wanted to say, do you know who legal eagle is?
1:24:16
[SPEAKER_10]: That's a good channel to look up.
1:24:18
[SPEAKER_10]: And they've become full on.
1:24:19
[SPEAKER_10]: They still have the whole law firm, but they've become full media.
1:24:24
[SPEAKER_10]: And so yeah, if you like,
1:24:27
[SPEAKER_10]: Do you want to own the future?
1:24:30
[SPEAKER_08]: Well, actually, let me go back.
1:24:32
[SPEAKER_08]: So this is not my law firm.
1:24:33
[SPEAKER_08]: I work for, I do the marketing.
1:24:35
[SPEAKER_08]: So I think more on the brand side, they're already in a established law firm for many years.
1:24:39
[SPEAKER_10]: Totally.
1:24:40
[SPEAKER_10]: So you also think about what you could sell them.
1:24:42
[SPEAKER_10]: In a way, like an offer as a marketer for them, if you could encourage them to be on YouTube.
1:24:46
[SPEAKER_10]: Now, by the way, there's other reasons to be on, even just being on YouTube with Omar said if they can't do this, like sometimes if someone's researching a law firm, good content,
1:24:55
[SPEAKER_10]: some good videos that are out there.
1:24:57
[SPEAKER_10]: That's like barrier to entry, having a presence.
1:25:02
[SPEAKER_10]: That's like you should get your Google verified, which turns out mind isn't.
1:25:06
[SPEAKER_10]: Are you verified on Google?
1:25:08
[SPEAKER_10]: I was told by somebody at NAB, they go, no one's claimed you on Google.
1:25:14
[SPEAKER_10]: I was like, I'm way too far into my career.
1:25:17
[SPEAKER_10]: I was like, don't do it, but I don't know, somebody else would have to be lying to it.
1:25:21
[SPEAKER_10]: And so like, I would think there's so many best practices
1:25:25
[SPEAKER_10]: like just owning Yelp, ratings, Google ratings, like search, still AI, like a million things I think I would do to get more customers.
1:25:35
[SPEAKER_10]: But when I ever, I think an investment in YouTube is an investment in the future.
1:25:39
[SPEAKER_10]: And that would go back to, yeah, if you were selling them these services, you might say, hey, if you want, I want to help you build your brand and your authority and your trust between here and there.
1:25:55
[SPEAKER_10]: And I could offer, I could shoot with your team.
1:25:58
[SPEAKER_10]: I'm going to help coach you guys.
1:25:58
[SPEAKER_10]: We're going to pump out videos.
1:26:00
[SPEAKER_10]: The cool thing is, again, some businesses, our friend Brandon Lobbins working for some people in New York and hedge funds and stuff.
1:26:08
[SPEAKER_10]: These guys are not price sensitive to things.
1:26:11
[SPEAKER_10]: They want high quality media produced well, and they want to be able to send a video in text or email to one client.
1:26:20
[SPEAKER_10]: I think that that would be the approach I would have.
1:26:23
[SPEAKER_10]: And it's not, I would not be selling it on like necessarily.
1:26:27
[SPEAKER_10]: I would be selling on it's going to grow your business, but I would be selling it on it's an investment in the future.
1:26:32
[SPEAKER_10]: And it's setting you apart from these other places.
1:26:35
[SPEAKER_10]: And it's trust.
1:26:36
[SPEAKER_10]: And eventually it creates a trust engine.
1:26:39
[SPEAKER_08]: Perfect.
1:26:39
[SPEAKER_08]: Thank you so much.
1:26:40
[SPEAKER_08]: Appreciate you.
1:26:44
[SPEAKER_05]: I think I mean, I see it like real estate, you know, in real estate, you got 95% of the people not in the market and you got 5% of the people in the market buying or selling.
1:26:54
[SPEAKER_05]: amateur hours is marketing to the 5% pro level is educating the 95 so when you make the transition into the 5% you know who you want to work with and so I think there's just so much interesting information about law, local law, this accident happened like reporting live
1:27:22
[SPEAKER_05]: content both on Twitter both on TikTok and Instagram to locals.
1:27:27
[SPEAKER_05]: And so I would I would actually go all in on short form.
1:27:31
[SPEAKER_05]: Because what what lawyers are doing right now by paying for the billboards is they're they're marketing
1:27:37
[SPEAKER_05]: to the they're hoping that you get into an accident look up and that's what they're betting on.
1:27:43
[SPEAKER_04]: Yeah, for real.
1:27:44
[SPEAKER_05]: And so if you have, you know, if you're if you're if you've got the if you're the guy in Vegas or the girl in Vegas and the content is there, I think about the coffee shop in like New York that has like even, you know, skits, cinematic skits and and just really reaching a lot of people through the
1:28:07
[SPEAKER_05]: You know, I just believe a brand is the easy button to business.
1:28:11
[SPEAKER_05]: And so sometimes a brand play isn't so direct.
1:28:14
[SPEAKER_05]: Marketing, more direct branding, more big picture of Sean was saying.
1:28:18
[SPEAKER_10]: Because if they don't know you, how can they flow you?
1:28:21
[SPEAKER_05]: Yes, right.
1:28:22
[SPEAKER_05]: Let's go green coffee no matter how much.
1:28:26
[SPEAKER_05]: Hey guys, thank you guys so much for coming.
1:28:28
[SPEAKER_05]: Let's give it up for Sean.
1:28:30
[SPEAKER_05]: Give it up for yourself.
1:28:33
[SPEAKER_05]: Thanks again, love you so much.