00:00

Really, here's here's the the hook. Okay. So this is my Billy of the week. We used to have a Billy of the week theme song. I don't know if we still have. We should we should dig one up. Or get AI to make a billy of the week jingle for us.

Really, here's here's the the hook. Okay. So this is my Billy of the week. We used to have a Billy of the week theme song. I don't know if we still have. We should we should dig one up. Or get AI to make a billy of the week jingle for us.

00:15

A million dollars isn't cool. You know what's cool?

A million dollars isn't cool. You know what's cool?

00:17

A billion dollars.

A billion dollars.

00:20

Okay. So I let me tell you how I got hooked on this. I read the story in the information. And I don't really read the information normally. In fact, I can't read. I don't buy the I don't pay for the information, but you know, like, it gives you the the preview and then it starts to fade. You're saying, by the way, the information dot com. Yeah. And it and it fades. It it totally gets you hooked. It gets me hooked, but I'm reading the fading part. And the as it's fading away. There's a line that just caught my attention. He goes, it's like, residents of the small town in Idaho

Okay. So I let me tell you how I got hooked on this. I read the story in the information. And I don't really read the information normally. In fact, I can't read. I don't buy the I don't pay for the information, but you know, like, it gives you the the preview and then it starts to fade. You're saying, by the way, the information dot com. Yeah. And it and it fades. It it totally gets you hooked. It gets me hooked, but I'm reading the fading part. And the as it's fading away. There's a line that just caught my attention. He goes, it's like, residents of the small town in Idaho

00:47

were complaining because suddenly,

were complaining because suddenly,

00:49

dozens. If, like, you know, dozens of private jets were suddenly flying into this private airport. And then, you know, like, basically, armored vehicles were showing up and they're wondering, what is going on? They called the mayor, and they're like, did something happen? And they're like, oh, it's just Thomas Tull. Who's that? Exactly. Who's that? And then it faded out. I was like, oh,

dozens. If, like, you know, dozens of private jets were suddenly flying into this private airport. And then, you know, like, basically, armored vehicles were showing up and they're wondering, what is going on? They called the mayor, and they're like, did something happen? And they're like, oh, it's just Thomas Tull. Who's that? Exactly. Who's that? And then it faded out. I was like, oh,

01:09

I have to ask my friend who's got an information account to boot like me a copy of this story, and so he did. So this guy is, I think, kind of a legend. He is a stealth stealthy billionaire.

I have to ask my friend who's got an information account to boot like me a copy of this story, and so he did. So this guy is, I think, kind of a legend. He is a stealth stealthy billionaire.

01:20

He starts off his career.

He starts off his career.

01:22

In laundromats

In laundromats

01:23

shout out to, Cody Sanchez,

shout out to, Cody Sanchez,

01:26

to then shifts to auto repair shops,

to then shifts to auto repair shops,

01:29

then shifts to

then shifts to

01:31

buying small accounting practices, and does what I say, a roll up, and ends up with five hundred worldwide locations for his accounting thing. They put I put it all under one banner American Financial Services or some shit like that. And no, like, private equity background, just like a blue collar. He had he had worked he he first was blue collar, then at some point, he gets I don't know. He he did have a, like, a stint in private equity. He learned a little bit about private equity business, either as an internship or something else.

buying small accounting practices, and does what I say, a roll up, and ends up with five hundred worldwide locations for his accounting thing. They put I put it all under one banner American Financial Services or some shit like that. And no, like, private equity background, just like a blue collar. He had he had worked he he first was blue collar, then at some point, he gets I don't know. He he did have a, like, a stint in private equity. He learned a little bit about private equity business, either as an internship or something else.

01:58

But I'm pretty sure he quit college or just, like, was moonlighting while he's at college doing the laundromat thing. You know, grows up single mom, doesn't have a lot of money. So he's he's basically like, I need to fill a need. So he's like, okay. Start with laundromats. Okay. This is not a very good business, but, like, gets me going. And he's the whole time he's kind of a data nerd. So even with the laundromat business, he,

But I'm pretty sure he quit college or just, like, was moonlighting while he's at college doing the laundromat thing. You know, grows up single mom, doesn't have a lot of money. So he's he's basically like, I need to fill a need. So he's like, okay. Start with laundromats. Okay. This is not a very good business, but, like, gets me going. And he's the whole time he's kind of a data nerd. So even with the laundromat business, he,

02:19

starts buying these washing machines that can do surge pricing. So it's like when there's more demand, the cost goes up. He's like, why wouldn't it do that? All the rush comes in at one period of time. That's why I need to make money. So, you know, he's a little bit of a data nerd, and he ends up becoming famous because he takes that same data philosophy, and he applies it to a business that never had it, which is the movie business. And so he does what's called Money Ball for movies. So the Money Ball strategy that was famous for, in baseball to find undervalued assets and to build a team construct a team with, like, you know, sort of the using data as an edge rather than these old school scouts that are, you know, spitting some flower seeds and looking at a prospect and being like, I like his ass. You know, like, let's he's gonna he's got something. I always trust a guy with a big ass. You know, like, it's like, what? What are you talking about?

starts buying these washing machines that can do surge pricing. So it's like when there's more demand, the cost goes up. He's like, why wouldn't it do that? All the rush comes in at one period of time. That's why I need to make money. So, you know, he's a little bit of a data nerd, and he ends up becoming famous because he takes that same data philosophy, and he applies it to a business that never had it, which is the movie business. And so he does what's called Money Ball for movies. So the Money Ball strategy that was famous for, in baseball to find undervalued assets and to build a team construct a team with, like, you know, sort of the using data as an edge rather than these old school scouts that are, you know, spitting some flower seeds and looking at a prospect and being like, I like his ass. You know, like, let's he's gonna he's got something. I always trust a guy with a big ass. You know, like, it's like, what? What are you talking about?

03:05

Like, have you seen? He gets on base a lot. They're like, nah. He's too fat. Never will never make it. They're like, I don't know. It seems like he's got some strong loins.

Like, have you seen? He gets on base a lot. They're like, nah. He's too fat. Never will never make it. They're like, I don't know. It seems like he's got some strong loins.

03:13

Yeah. Or he'd be like, he's got a strong jog. Yeah. I think he's got star potential. It's like, okay. You'll be a leader in the clubhouse.

Yeah. Or he'd be like, he's got a strong jog. Yeah. I think he's got star potential. It's like, okay. You'll be a leader in the clubhouse.

03:20

Alright. Great. And so Money Ball was basically, like, forget that side of things, the qualitative. Let's focus on the quantitative. So this guy does that for movies, and he creates legendary entertainment.

Alright. Great. And so Money Ball was basically, like, forget that side of things, the qualitative. Let's focus on the quantitative. So this guy does that for movies, and he creates legendary entertainment.

03:30

Which is the movie production company, the movie financing company that financed and produced movies like the Batman series, so the Dark Knight, all that stuff. Batman begins.

Which is the movie production company, the movie financing company that financed and produced movies like the Batman series, so the Dark Knight, all that stuff. Batman begins.

03:40

Three hundred, the hangover

Three hundred, the hangover

03:42

on and on and on now recently, Dune.

on and on and on now recently, Dune.

03:45

And so he builds this thing up, sells it. For three point five billion dollars to the richest man in China.

And so he builds this thing up, sells it. For three point five billion dollars to the richest man in China.

03:51

And,

And,

03:52

this guy's just, like, fascinating.

this guy's just, like, fascinating.

03:54

So, like, the whole journey from laundromats, auto repair shops, tax firms, then has a dinner with a guy who's, like, I think he's a movie exec, and he's complaining about film financing. And he's like, how does it work there? And it was basically, like, the old, you know, the baseball scouting thing, like, oh, this actor,

So, like, the whole journey from laundromats, auto repair shops, tax firms, then has a dinner with a guy who's, like, I think he's a movie exec, and he's complaining about film financing. And he's like, how does it work there? And it was basically, like, the old, you know, the baseball scouting thing, like, oh, this actor,

04:10

you know, we like this plot blah blah blah. And he's like, what do you guys do any, like, data analysis, and he's he realized, like, they don't have the moneyball side, but they also don't have just private equity.

you know, we like this plot blah blah blah. And he's like, what do you guys do any, like, data analysis, and he's he realized, like, they don't have the moneyball side, but they also don't have just private equity.

04:20

And he's, like, move the movie business is the largest industry that doesn't really have, like, private equity focused firm, and that's what I'm gonna do. I'm just gonna bring the capital. I'm not gonna be the I'm not gonna

And he's, like, move the movie business is the largest industry that doesn't really have, like, private equity focused firm, and that's what I'm gonna do. I'm just gonna bring the capital. I'm not gonna be the I'm not gonna

04:29

have the full production system. I'm not gonna have the distribution rights up just bring the capital. And so what he did was he partnered with Warner Brothers. So he he to start this business, he raises five hundred million dollars, which he's like, this is the hardest thing that I ever done. Was raising five hundred million dollars for this thing. Wow. And he's he goes in and he partners with Warner Brothers. He cuts a deal. Like, we're gonna co finance thirty movies with you. But here's the deal. We're gonna basically build up a data team that's going to figure out which movies we should bet on and which ones we shouldn't.

have the full production system. I'm not gonna have the distribution rights up just bring the capital. And so what he did was he partnered with Warner Brothers. So he he to start this business, he raises five hundred million dollars, which he's like, this is the hardest thing that I ever done. Was raising five hundred million dollars for this thing. Wow. And he's he goes in and he partners with Warner Brothers. He cuts a deal. Like, we're gonna co finance thirty movies with you. But here's the deal. We're gonna basically build up a data team that's going to figure out which movies we should bet on and which ones we shouldn't.

04:58

And more importantly, how we promote them.

And more importantly, how we promote them.

05:01

So I thought this was interesting because

So I thought this was interesting because

05:03

in most of the articles I read about this guy, they're just like it's like the hand wavy thing. It's like and then he started legendary entertainment. So it was four million dollars. Like, what? Did this guy with no background in the movie business create this company? How did they produce these hits? And, like, what was he doing differently? And do you know what he was doing differently?

in most of the articles I read about this guy, they're just like it's like the hand wavy thing. It's like and then he started legendary entertainment. So it was four million dollars. Like, what? Did this guy with no background in the movie business create this company? How did they produce these hits? And, like, what was he doing differently? And do you know what he was doing differently?

05:19

No. No. Keep going. So so there was two or three insights. So the first insight he had was

No. No. Keep going. So so there was two or three insights. So the first insight he had was

05:25

bigger is actually better.

bigger is actually better.

05:27

So there's this romantic idea in the movie business about, like, indie, indie films. And, like, let's go back to quality. It's just, like, real

So there's this romantic idea in the movie business about, like, indie, indie films. And, like, let's go back to quality. It's just, like, real

05:34

just genuine scripts and all this stuff. And he's like,

just genuine scripts and all this stuff. And he's like,

05:37

most of the movies that fail are these, like, mid market movies that kinda cost like a medium amount of money, but they don't have, like,

most of the movies that fail are these, like, mid market movies that kinda cost like a medium amount of money, but they don't have, like,

05:44

Guaranteed, slam dunk, people will watch for this one reason. Like, it's got this superhero. It's got this a list actor, whatever. And he's like, they're making the plot too complicated that it only appeals to, like, an intellectual person. He's like, we need to have movies that have, like, commercial appeal. It should still be elevated, like, he did in and he did, but Dark Knight. Like, there's still great movies, but, like, Dark Knight is still, like, Batman, and inception still has leonardo dicaprio. Right? So he's, like, he's, like, yeah, I'm gonna have some things that I could take to the bank to actually underwrite these films better. So that was the first thing was, like, they need I need to go for bigger budget films. That,

Guaranteed, slam dunk, people will watch for this one reason. Like, it's got this superhero. It's got this a list actor, whatever. And he's like, they're making the plot too complicated that it only appeals to, like, an intellectual person. He's like, we need to have movies that have, like, commercial appeal. It should still be elevated, like, he did in and he did, but Dark Knight. Like, there's still great movies, but, like, Dark Knight is still, like, Batman, and inception still has leonardo dicaprio. Right? So he's, like, he's, like, yeah, I'm gonna have some things that I could take to the bank to actually underwrite these films better. So that was the first thing was, like, they need I need to go for bigger budget films. That,

06:21

have, like, a headline reason that people will have to go and pay for to to go watch this movie. So he leaned heavily into IP, So, like, licensed IP.

have, like, a headline reason that people will have to go and pay for to to go watch this movie. So he leaned heavily into IP, So, like, licensed IP.

06:30

You also lean heavily into, like, mainstream actors and directors. And you get a a ton of great stuff. Straight out of Compton. The but with dune one and two inception,

You also lean heavily into, like, mainstream actors and directors. And you get a a ton of great stuff. Straight out of Compton. The but with dune one and two inception,

06:40

the hangover, which was huge. Watchfriend, Dark Knight,

the hangover, which was huge. Watchfriend, Dark Knight,

06:43

And by the way, great movies. They're a hard business. I think they they only they've only ever had two consecutive years of profitability or something like that. Like, in the, like, ten year run. It's not like every year, just year after year, they're head head of bangers, but the movie business, it's a hit business. So when they hit, They hit really big in those years that they hit. And in other years, they might lose fifty or a hundred million dollars, but then when they hit, they hit five hundred million or or billion dollars of of net gain. And so, you know, anyway, sells the business One of his first movies was, was Bearfest. You're telling me that wouldn't have hit.

And by the way, great movies. They're a hard business. I think they they only they've only ever had two consecutive years of profitability or something like that. Like, in the, like, ten year run. It's not like every year, just year after year, they're head head of bangers, but the movie business, it's a hit business. So when they hit, They hit really big in those years that they hit. And in other years, they might lose fifty or a hundred million dollars, but then when they hit, they hit five hundred million or or billion dollars of of net gain. And so, you know, anyway, sells the business One of his first movies was, was Bearfest. You're telling me that wouldn't have hit.

07:16

So, you know, the big thing was they they they found Christopher Nolan pretty or, like, he turned out to be, like, one of the best directors period and, like, he was kinda unproven at the time. So, you know, it's not all not all easy. Second thing he did though was he's like, China.

So, you know, the big thing was they they they found Christopher Nolan pretty or, like, he turned out to be, like, one of the best directors period and, like, he was kinda unproven at the time. So, you know, it's not all not all easy. Second thing he did though was he's like, China.

07:28

How do we make movies that have international appeal specifically appeal in China? And he's like, China's a big market,

How do we make movies that have international appeal specifically appeal in China? And he's like, China's a big market,

07:35

and there's, like, lack there's, like, a lot of demand. There's not a lot of supply of American films that can cross over. And so he's like, we're gonna be international, and that's gonna be one of our edges. So he's like, alright. I'm gonna I need a simple minded plot So I need a a it could be well done, but the plot needs to be simple. Good guy, bad guy. Right? He's like, for most of these, I need something that will transfer into China

and there's, like, lack there's, like, a lot of demand. There's not a lot of supply of American films that can cross over. And so he's like, we're gonna be international, and that's gonna be one of our edges. So he's like, alright. I'm gonna I need a simple minded plot So I need a a it could be well done, but the plot needs to be simple. Good guy, bad guy. Right? He's like, for most of these, I need something that will transfer into China

07:57

pass the language barrier and just have, like, simple appeal, like Batman, has simple appeal. And so and then he partnered with a Chinese company to joint venture with China film, which is like a government owned public state company for films. And he's like, we're gonna bring the movies, and we'll do a fifty fifty JV with you over there. And so he cuts the right deal there and has the right distribution there then. So that was the second good thing he did. The third is the data analysis, the moneyball side of things. So I didn't fully realize this, but in both video games and movies,

pass the language barrier and just have, like, simple appeal, like Batman, has simple appeal. And so and then he partnered with a Chinese company to joint venture with China film, which is like a government owned public state company for films. And he's like, we're gonna bring the movies, and we'll do a fifty fifty JV with you over there. And so he cuts the right deal there and has the right distribution there then. So that was the second good thing he did. The third is the data analysis, the moneyball side of things. So I didn't fully realize this, but in both video games and movies,

08:26

you might if it says, like, you know, this movie had a a two hundred million dollar budget.

you might if it says, like, you know, this movie had a a two hundred million dollar budget.

08:32

That's the that's the amount they might have spent on,

That's the that's the amount they might have spent on,

08:35

making the film. But then guess how much they'll spend on marketing the film. I have no idea.

making the film. But then guess how much they'll spend on marketing the film. I have no idea.

08:41

Another thirty percent more?

Another thirty percent more?

08:43

Another hundred percent more. A hundred fifty percent more. So if they spend a hundred fifty on the movie. They'll spend another hundred fifty million or two hundred million on the marketing of the movie.

Another hundred percent more. A hundred fifty percent more. So if they spend a hundred fifty on the movie. They'll spend another hundred fifty million or two hundred million on the marketing of the movie.

08:51

So each movie each movie is like a like a meaningful sized company that lasts for

So each movie each movie is like a like a meaningful sized company that lasts for

08:57

three years.

three years.

08:59

Well, sometimes longer. Right? If it gets syndicated, if it has, like, long term, like, it's going to be But I mean, the actual work, the the work of making it and then marketing.

Well, sometimes longer. Right? If it gets syndicated, if it has, like, long term, like, it's going to be But I mean, the actual work, the the work of making it and then marketing.

09:06

It's it's it's like a presidential election. Same thing with Grand Theft Auto. They'll spend, like, five hundred million dollars marketing grand theft at grand theft auto. That's insane. It's crazy. That's insane. Like, the big video games. A triple a, like, video games, they'll spend hundreds of millions on their mark.

It's it's it's like a presidential election. Same thing with Grand Theft Auto. They'll spend, like, five hundred million dollars marketing grand theft at grand theft auto. That's insane. It's crazy. That's insane. Like, the big video games. A triple a, like, video games, they'll spend hundreds of millions on their mark.

09:20

So they'll usually, like, double the the amount they spent on making the thing. And so you know what else spends that much money on marketing?

So they'll usually, like, double the the amount they spent on making the thing. And so you know what else spends that much money on marketing?

09:27

Every DDC brand. And what he realized in the same way that, like, What DDC brands did was they took the moneyball approach and said,

Every DDC brand. And what he realized in the same way that, like, What DDC brands did was they took the moneyball approach and said,

09:35

if a Procter and Gamble's just like doing these, like, random, like, to sponsor the Super Bowl. And, like, let's just take Tide and then or let's take, you know,

if a Procter and Gamble's just like doing these, like, random, like, to sponsor the Super Bowl. And, like, let's just take Tide and then or let's take, you know,

09:44

whatever old spikes. And we'll just run funny TV commercials. And, like, is it working? I don't know. Right? The old adage with TV commercials was,

whatever old spikes. And we'll just run funny TV commercials. And, like, is it working? I don't know. Right? The old adage with TV commercials was,

09:52

half my budget does nothing and half performs. Probably, I don't I don't know which half. And, you know, that's how brand advertising worked. And then what happened is that guys like Moiz came in and built native deodorant, and they're, like, fuck the old spice model. I don't have enough money to do TV anyways.

half my budget does nothing and half performs. Probably, I don't I don't know which half. And, you know, that's how brand advertising worked. And then what happened is that guys like Moiz came in and built native deodorant, and they're, like, fuck the old spice model. I don't have enough money to do TV anyways.

10:07

I have to do the money ball approach. I need performance marketing where I can measure every dollar and attribute every single purchase to which ad Iran. And how much I spent on that ad? And that will tell me if I should do more of that ad or less of that ad or tweak it. And then that's how he builds, you know, a really fast growing deodorant company on the back of Facebook. And so what Thomas did was the same thing with movie marketing.

I have to do the money ball approach. I need performance marketing where I can measure every dollar and attribute every single purchase to which ad Iran. And how much I spent on that ad? And that will tell me if I should do more of that ad or less of that ad or tweak it. And then that's how he builds, you know, a really fast growing deodorant company on the back of Facebook. And so what Thomas did was the same thing with movie marketing.

10:27

What's a direct response version for a movie? That's what these guys do. They run Facebook ads. They run YouTube ads. They run To buy tickets to the movie? To get yeah. To get you to, not exactly, like, go online and buy the ticket right away. But to get you to be like, oh, yeah. I heard that movie's coming out. Oh, it looked good. So they'll do shit. Here let me just tell you some of the shit that they do. So I thought this was pretty cool. They'll take trailers. So they're, like, trailer is the ad creative. Right? The trailer is the thing that needs to get you to say, oh, I wanna see that. That movie looks really good. And so they'll do, like, a b test. They'll do, like, fifty versions of a trailer.

What's a direct response version for a movie? That's what these guys do. They run Facebook ads. They run YouTube ads. They run To buy tickets to the movie? To get yeah. To get you to, not exactly, like, go online and buy the ticket right away. But to get you to be like, oh, yeah. I heard that movie's coming out. Oh, it looked good. So they'll do shit. Here let me just tell you some of the shit that they do. So I thought this was pretty cool. They'll take trailers. So they're, like, trailer is the ad creative. Right? The trailer is the thing that needs to get you to say, oh, I wanna see that. That movie looks really good. And so they'll do, like, a b test. They'll do, like, fifty versions of a trailer.

10:58

And they'll do they'll take an audience of, you know, they'll take a hundred people, they'll put them in a movie theater, they'll play the trailer,

And they'll do they'll take an audience of, you know, they'll take a hundred people, they'll put them in a movie theater, they'll play the trailer,

11:04

and they have a scanner on the seat in front of you. That'll take, like, a facial biometric reading of you. And they have a they have you wearing a, a heart rate monitor. And they're trying to see, like, in a movie or a trailer or a No way. Or the whatever. Yeah. Like, they're trying to see, like, do you react? And what part do you react? Does your heart rate elevate? Does it quickly? Now I don't know if this is just PR by because the guy who was talking about this was their head of analytics.

and they have a scanner on the seat in front of you. That'll take, like, a facial biometric reading of you. And they have a they have you wearing a, a heart rate monitor. And they're trying to see, like, in a movie or a trailer or a No way. Or the whatever. Yeah. Like, they're trying to see, like, do you react? And what part do you react? Does your heart rate elevate? Does it quickly? Now I don't know if this is just PR by because the guy who was talking about this was their head of analytics.

11:27

And they basically coach this guy.

And they basically coach this guy.

11:30

So there's some guy that was he built a sports analytics company in the Moneyball era, sold it. And then he gets a call from Thomas and says, Hey, do you wanna do Moneyball for movies?

So there's some guy that was he built a sports analytics company in the Moneyball era, sold it. And then he gets a call from Thomas and says, Hey, do you wanna do Moneyball for movies?

11:39

He's like, I'm in. And so he became the head of analytics, and he's like, we have a fifty person

He's like, I'm in. And so he became the head of analytics, and he's like, we have a fifty person

11:43

applied analytics team, like, applied sciences team.

applied analytics team, like, applied sciences team.

11:46

He goes, that's forty nine more than every other movie producer.

He goes, that's forty nine more than every other movie producer.

11:51

He's like, he's like, we have, like, fifty engineers, data scientists. Like, the the all of these are, like, hardcore

He's like, he's like, we have, like, fifty engineers, data scientists. Like, the the all of these are, like, hardcore

11:57

data, computer science, engineering

data, computer science, engineering

11:59

type folks. And he's like, nobody else even has this department. He's like, or at least they didn't learn when we started. Do you think they make movies to like, you know how sometimes when we create content, we think headline first or thumbnail first or whatever. Do you think they think of the trailer as

type folks. And he's like, nobody else even has this department. He's like, or at least they didn't learn when we started. Do you think they make movies to like, you know how sometimes when we create content, we think headline first or thumbnail first or whatever. Do you think they think of the trailer as

12:13

What's a good movie that could be an awesome trailer?

What's a good movie that could be an awesome trailer?

12:16

I think a hundred percent they do. In fact, one of the films that flopped was this thing called the Great Wall or something like that. I I don't know. I never saw it, but it's like they did the joint venture with the chime the Chinese company, and they're like, oh, let's let's make a American movie but it's about the Great Wall. It's like imagine if the Great Wall was actually built to keep aliens out, and that's what they discovered the purpose was, something like that. Matt Damon's in it, and, movie flops. China didn't love it. American didn't love it. It was, like, kinda neither it was to try to make something for everybody. It didn't work. It was something for nobody.

I think a hundred percent they do. In fact, one of the films that flopped was this thing called the Great Wall or something like that. I I don't know. I never saw it, but it's like they did the joint venture with the chime the Chinese company, and they're like, oh, let's let's make a American movie but it's about the Great Wall. It's like imagine if the Great Wall was actually built to keep aliens out, and that's what they discovered the purpose was, something like that. Matt Damon's in it, and, movie flops. China didn't love it. American didn't love it. It was, like, kinda neither it was to try to make something for everybody. It didn't work. It was something for nobody.

12:44

And what he's the analytics guy is, like, gonna die on this hill. He's, like, he's, like, I don't know, man. The data showed that Matt Damon was, he's, like, we're at the we were under indexed on Matt Damon in China I was like, I don't even know what that means, but he's basically, like, the price for Matt Damon versus the cachet Matt Damon has with that audience, It was a good trade. And he's like, no, I was a good trade. And people are like, the movie flopped, dude. He's like, alright, but that was right. That one part was right.

And what he's the analytics guy is, like, gonna die on this hill. He's, like, he's, like, I don't know, man. The data showed that Matt Damon was, he's, like, we're at the we were under indexed on Matt Damon in China I was like, I don't even know what that means, but he's basically, like, the price for Matt Damon versus the cachet Matt Damon has with that audience, It was a good trade. And he's like, no, I was a good trade. And people are like, the movie flopped, dude. He's like, alright, but that was right. That one part was right.

13:09

That's insane.

That's insane.

13:10

And so why does he have why is he showing up to Idaho with armored vehicles?

And so why does he have why is he showing up to Idaho with armored vehicles?

13:15

So now he shifted into so he sells legendary.

So now he shifted into so he sells legendary.

13:19

To the richest man in China. And then he he still owns, I think, like, ten or twenty percent.

To the richest man in China. And then he he still owns, I think, like, ten or twenty percent.

13:23

But, like, you can't own ten or twenty percent of a Chinese company as an American. Like, that that that's a big Chinese company, and so he they give him, like, phantom stock. So he gets, like, only a profit share. He can't, like, own any equity in the thing. But now what he does is he took that money and he's investing heavily in defense tech. So he invested in Andrew. He invested in some shield AI, like, a bunch

But, like, you can't own ten or twenty percent of a Chinese company as an American. Like, that that that's a big Chinese company, and so he they give him, like, phantom stock. So he gets, like, only a profit share. He can't, like, own any equity in the thing. But now what he does is he took that money and he's investing heavily in defense tech. So he invested in Andrew. He invested in some shield AI, like, a bunch

13:43

of defense tech. So that meeting was basically a meeting of the minds of entrepreneurs from Silicon Valley who are building defense tech. People from Washington who are, like, you know, the lobbyists, the the people that they lobby, they know the whoever senators' congress or whoever those people are. And, the generals and the defense contractor, like, a a meeting of the minds of all those people, and they were just like, you know, probably get together and be like,

of defense tech. So that meeting was basically a meeting of the minds of entrepreneurs from Silicon Valley who are building defense tech. People from Washington who are, like, you know, the lobbyists, the the people that they lobby, they know the whoever senators' congress or whoever those people are. And, the generals and the defense contractor, like, a a meeting of the minds of all those people, and they were just like, you know, probably get together and be like,

14:04

China. We gotta we gotta stop these guys, you know, like and if he's got this flywheel, right? Because the flywheel is so amazing. The flywheel is you start a defense company.

China. We gotta we gotta stop these guys, you know, like and if he's got this flywheel, right? Because the flywheel is so amazing. The flywheel is you start a defense company.

14:14

You then lobby and

You then lobby and

14:17

lobby for increased defense spending. So they increase defense spending, which goes to your companies. Right? And so, like, that flywheel of, like, wining and dining,

lobby for increased defense spending. So they increase defense spending, which goes to your companies. Right? And so, like, that flywheel of, like, wining and dining,

14:26

Washington, while then funding the companies that will win the contracts

Washington, while then funding the companies that will win the contracts

14:30

is just a very, very lucrative model. I'm not saying he's doing it in any any malicious or nefarious way. No. I don't mean that at all. I just mean, it's very it's interesting how that can work. Right? It's smart if that's your model, which is you you can actually influence

is just a very, very lucrative model. I'm not saying he's doing it in any any malicious or nefarious way. No. I don't mean that at all. I just mean, it's very it's interesting how that can work. Right? It's smart if that's your model, which is you you can actually influence

14:43

the spent through PR through whatnot. So you'll see, like, a guy like Joe Lonesdale.

the spent through PR through whatnot. So you'll see, like, a guy like Joe Lonesdale.

14:47

And I think he believes this, by the way. He's got defense tech companies. Right? He started Palantir.

And I think he believes this, by the way. He's got defense tech companies. Right? He started Palantir.

14:52

He also started a company called Eperis, He's starting some, like, you know, underwater drone company. Like, he's starting a bunch of deep tech defense tech companies.

He also started a company called Eperis, He's starting some, like, you know, underwater drone company. Like, he's starting a bunch of deep tech defense tech companies.

15:02

But then he also spends a lot of time building relationships with, you know, public officials and and those folks and he'll go on CNBC, and he'll be like, we gotta stop TikTok. And, like, I I don't think he's doing it, but, you know, just for his dollar. I don't think that's why he's doing it. I think he he's doing them all from a sense of purpose. Like, he genuinely thinks that we shouldn't have TikTok kinda brainwashing the American, like, population

But then he also spends a lot of time building relationships with, you know, public officials and and those folks and he'll go on CNBC, and he'll be like, we gotta stop TikTok. And, like, I I don't think he's doing it, but, you know, just for his dollar. I don't think that's why he's doing it. I think he he's doing them all from a sense of purpose. Like, he genuinely thinks that we shouldn't have TikTok kinda brainwashing the American, like, population

15:25

while being owned or controlled or the data siphoned off to, you know, the CCP. So, like, I think he generally believes that, but it also happens to be a very strong flywheel where If you could shift the public perception or the government the the government's perception to increase the funding in this, that will also benefit the companies that you started to serve that that need.

while being owned or controlled or the data siphoned off to, you know, the CCP. So, like, I think he generally believes that, but it also happens to be a very strong flywheel where If you could shift the public perception or the government the the government's perception to increase the funding in this, that will also benefit the companies that you started to serve that that need.

15:43

Dude, Thomas Tall looks like a movie villain. If you Google and and look at He's he has a cameo in Batman. He is actually, like, in the owner's box, you know, that scene where Baine, like, blows up the football stadium. He's gonna he's because he he owns a piece of the Pittsburgh Steelers too. So the game the team playing in the movie is the Steelers. He's in the owner's box. He is a partial owner, and he gives himself a little cameo. This guy looks like a stealer. He he's huge. He's, like, a big most former college football player, I think. This guy is impressive. Hey, real quick. You know, one of the cool parts about what we're doing is that people have reached out and told me that they've built actual million dollar businesses, made their first million off an idea they heard on the show. That is crazy. That's wild. That's why we wanna do the show. And we wanna see more of that. One of the questions we get asked over and over again is is there some kind of idea database or spreadsheet

Dude, Thomas Tall looks like a movie villain. If you Google and and look at He's he has a cameo in Batman. He is actually, like, in the owner's box, you know, that scene where Baine, like, blows up the football stadium. He's gonna he's because he he owns a piece of the Pittsburgh Steelers too. So the game the team playing in the movie is the Steelers. He's in the owner's box. He is a partial owner, and he gives himself a little cameo. This guy looks like a stealer. He he's huge. He's, like, a big most former college football player, I think. This guy is impressive. Hey, real quick. You know, one of the cool parts about what we're doing is that people have reached out and told me that they've built actual million dollar businesses, made their first million off an idea they heard on the show. That is crazy. That's wild. That's why we wanna do the show. And we wanna see more of that. One of the questions we get asked over and over again is is there some kind of idea database or spreadsheet

16:30

where we list out all the different business ideas that we've talked about. Well, the answer is finally yes. The fine folks at HubSpot have dug through the archive and pulled out fifty plus business ideas and put them into a business idea database. It's totally free. You can click the link in the description below and get the database for you. Alright. Now back to the show. Let me tell you a couple other random things. One, he's like, I don't live in LA. So he built a Hollywood company without living in LA. He's like, he's like, I don't he said he had a great line. He's like, I just wanna make great movies.

where we list out all the different business ideas that we've talked about. Well, the answer is finally yes. The fine folks at HubSpot have dug through the archive and pulled out fifty plus business ideas and put them into a business idea database. It's totally free. You can click the link in the description below and get the database for you. Alright. Now back to the show. Let me tell you a couple other random things. One, he's like, I don't live in LA. So he built a Hollywood company without living in LA. He's like, he's like, I don't he said he had a great line. He's like, I just wanna make great movies.

16:56

That people love. I don't wanna figure out, you know, that he's like, I don't wanna make sure I have a dinner table at Spago tonight. Like, he's like, I don't want the hollywood status like, I just wanna make great movies. And so that's why I don't live there. I I just do my thing from far away. Where's he based? Where is is it Pittsburgh? Is he based? I'm not sure. So at one point, he bought, like, a hundred fifty acres of farmland

That people love. I don't wanna figure out, you know, that he's like, I don't wanna make sure I have a dinner table at Spago tonight. Like, he's like, I don't want the hollywood status like, I just wanna make great movies. And so that's why I don't live there. I I just do my thing from far away. Where's he based? Where is is it Pittsburgh? Is he based? I'm not sure. So at one point, he bought, like, a hundred fifty acres of farmland

17:15

and was like, I'm gonna live off this land. And he's like and what he did was he's like, I wanna use this to learn

and was like, I'm gonna live off this land. And he's like and what he did was he's like, I wanna use this to learn

17:22

all of the advanced farming robotics companies, and we'll use this land to to try those. And he's like, I wanna learn the tech. And try to see if rebuilding the future of food, and I wanna be living in a self sustainable way. And, like, I'm gonna try to I'm gonna try that for a period. I don't know how long he lives there or if he does it full time, but This guy's pretty fascinating, man. He, I don't know. He's just done a lot of things in a lot of different places in the through line for all of it. Was this, like, money ball for x, which I thought was pretty fascinating.

all of the advanced farming robotics companies, and we'll use this land to to try those. And he's like, I wanna learn the tech. And try to see if rebuilding the future of food, and I wanna be living in a self sustainable way. And, like, I'm gonna try to I'm gonna try that for a period. I don't know how long he lives there or if he does it full time, but This guy's pretty fascinating, man. He, I don't know. He's just done a lot of things in a lot of different places in the through line for all of it. Was this, like, money ball for x, which I thought was pretty fascinating.

17:49

Great. Fine. This was that was really good. This guy's so fascinating. We should get this guy on. Does he do interviews, or is he really private? Pretty stealthy, but he went on Lex. And he also went on Farm Street back in the day. And so I'd love to have him on to talk because you could tell he's, like, you know, like, he's a business guy. He's very, like, practical. He just I don't know. He's he he comes across very real. I watched some of his interviews. He comes across very real, very straightforward. He's like, well, I just

Great. Fine. This was that was really good. This guy's so fascinating. We should get this guy on. Does he do interviews, or is he really private? Pretty stealthy, but he went on Lex. And he also went on Farm Street back in the day. And so I'd love to have him on to talk because you could tell he's, like, you know, like, he's a business guy. He's very, like, practical. He just I don't know. He's he he comes across very real. I watched some of his interviews. He comes across very real, very straightforward. He's like, well, I just

18:12

I just thought know, like, I I just thought x. Like, and he was like, that's it. Like, and then I just did it. And he's like, well, you know, for example, he invested in some company doing gene tech editing And these guys, like, are trying to bring back the woolly mammoth.

I just thought know, like, I I just thought x. Like, and he was like, that's it. Like, and then I just did it. And he's like, well, you know, for example, he invested in some company doing gene tech editing And these guys, like, are trying to bring back the woolly mammoth.

18:24

Have you heard about this? Yeah. I mean, I read about it in headlines. Their state their their state admission predictablely mammoth. I love how we talked about him because it's very real. And he was, like, which company? What's that called?

Have you heard about this? Yeah. I mean, I read about it in headlines. Their state their their state admission predictablely mammoth. I love how we talked about him because it's very real. And he was, like, which company? What's that called?

18:34

I don't remember their name. Like, colossus. I think colossal or colossus. Something like that. And so he's like, they're like, you invested in this company that's bringing back the woolly mammoth. Right? It's like a very buzzy thing to talk about. Yeah. And he's like, well, like, He's like, look, I thought they were doing really interesting things with, like, setting, you know, the genome and gene editing, CRISPR.

I don't remember their name. Like, colossus. I think colossal or colossus. Something like that. And so he's like, they're like, you invested in this company that's bringing back the woolly mammoth. Right? It's like a very buzzy thing to talk about. Yeah. And he's like, well, like, He's like, look, I thought they were doing really interesting things with, like, setting, you know, the genome and gene editing, CRISPR.

18:52

He's like, I think the William Mammoth thing makes for a great PR. Like, he's like, he was basically just like, I don't give a shit about bringing back the woolly mammoth because I'm not doing this as some, like, weird billionaire, like, fetish thing that billionaires do, and they're just like, Oh, I need to, like, you know, resurrect, you know, I need a summon of god. He's like, well, remember the thing is interesting, but it's like it's like a headline. He's like, you know, what I like is that He's like, I met these science these guys, and they're really smart scientists.

He's like, I think the William Mammoth thing makes for a great PR. Like, he's like, he was basically just like, I don't give a shit about bringing back the woolly mammoth because I'm not doing this as some, like, weird billionaire, like, fetish thing that billionaires do, and they're just like, Oh, I need to, like, you know, resurrect, you know, I need a summon of god. He's like, well, remember the thing is interesting, but it's like it's like a headline. He's like, you know, what I like is that He's like, I met these science these guys, and they're really smart scientists.

19:15

And I just thought these guys are so smart. I need to be around them, and they're gonna do really interesting things. So I'll back them. And if they wanna work on this bully man thing, okay. Great. He's like, but I just think the science they're doing is really fascinating. And he goes, also, I like their ethics because he goes, like, when I the more I met with them, it was clear that

And I just thought these guys are so smart. I need to be around them, and they're gonna do really interesting things. So I'll back them. And if they wanna work on this bully man thing, okay. Great. He's like, but I just think the science they're doing is really fascinating. And he goes, also, I like their ethics because he goes, like, when I the more I met with them, it was clear that

19:31

Okay. These guys are in the top point one percent of intelligence,

Okay. These guys are in the top point one percent of intelligence,

19:34

but there's people like that in China and all around the world. He's like, but they don't all have the same ethical code that these guys We're like, they're gonna use this for good, and they're not just gonna, like, be cloning random shit or editing things, like, in a pretty reckless way. And he's like, so and I just thought it was good. These guys needed the backing because, like, I I I fuck with their moral code, basically.

but there's people like that in China and all around the world. He's like, but they don't all have the same ethical code that these guys We're like, they're gonna use this for good, and they're not just gonna, like, be cloning random shit or editing things, like, in a pretty reckless way. And he's like, so and I just thought it was good. These guys needed the backing because, like, I I I fuck with their moral code, basically.

19:52

And so I don't know. I like this guy. I always find it almost romantic, but like, very intoxicating when I read about people who don't have, a ton of education, but dominate a certain area. So for him, the fact that

And so I don't know. I like this guy. I always find it almost romantic, but like, very intoxicating when I read about people who don't have, a ton of education, but dominate a certain area. So for him, the fact that

20:05

I don't know what entirely what his background is, so I could be off here. But it seems like he's sort of a blue colliery guy who kinda kicked ass, at finance and deal making. And but he doesn't have that traditional New York City, you know, big bank background. He didn't buy auto repair shops because he's like, oh, I can do a PE roll up and get leverage and raise prices and He was just like, he's like, well, I live in Pittsburgh. I lived in part of Pittsburgh. Didn't have a lot of money. People aren't buying new cars. So it's like, you got a car. If your car breaks, you don't you can't really buy a new car. So the auto shops were a good bet because they were gonna try to fix it. It's like, if I can get, like, another year out of this beater, I'm gonna do it. He's like, I just realized, like, auto repair is gonna, like, be a thing here because that's what the community needs. That's how we discover the defense tech stuff. So he was, like, He was doing movies. He's like, oh, dude. I want the, like, the fight scenes and the military scenes to be realistic. So he's like, let's bring in advisors from the actual military

I don't know what entirely what his background is, so I could be off here. But it seems like he's sort of a blue colliery guy who kinda kicked ass, at finance and deal making. And but he doesn't have that traditional New York City, you know, big bank background. He didn't buy auto repair shops because he's like, oh, I can do a PE roll up and get leverage and raise prices and He was just like, he's like, well, I live in Pittsburgh. I lived in part of Pittsburgh. Didn't have a lot of money. People aren't buying new cars. So it's like, you got a car. If your car breaks, you don't you can't really buy a new car. So the auto shops were a good bet because they were gonna try to fix it. It's like, if I can get, like, another year out of this beater, I'm gonna do it. He's like, I just realized, like, auto repair is gonna, like, be a thing here because that's what the community needs. That's how we discover the defense tech stuff. So he was, like, He was doing movies. He's like, oh, dude. I want the, like, the fight scenes and the military scenes to be realistic. So he's like, let's bring in advisors from the actual military

20:58

to tell us, like, what is the weaponry? What would what would be cool? What would be the the cutting edge stuff that if we put in the movie? That would be interesting. And he's talking to them, and he's kinda like, damn, they really don't have, like,

to tell us, like, what is the weaponry? What would what would be cool? What would be the the cutting edge stuff that if we put in the movie? That would be interesting. And he's talking to them, and he's kinda like, damn, they really don't have, like,

21:08

as much cutting edge tech as I thought. Like, the navy and the marines, like, they kind of wish that they could do x y z, but they couldn't. And that's when he started funding more defense tech. He's like, sounds like there's actually just a need for this.

as much cutting edge tech as I thought. Like, the navy and the marines, like, they kind of wish that they could do x y z, but they couldn't. And that's when he started funding more defense tech. He's like, sounds like there's actually just a need for this.

21:19

And so, like, you know, obviously, you don't know how much of this is, like, reverse PR where you go back and you make a a nice wholesome sounding story, but I don't know. I I I bought it, which I I usually am pretty skeptical about this stuff, but I bought it here. I also like people. So and this is really easy to read about and to think about basically alright. So you explain his idea. I'm gonna do moneyball for movies. And you think about it and you go, okay. Cool. That I guess that makes sense. Even at the time, you could be like, that's neat. That's interesting.

And so, like, you know, obviously, you don't know how much of this is, like, reverse PR where you go back and you make a a nice wholesome sounding story, but I don't know. I I I bought it, which I I usually am pretty skeptical about this stuff, but I bought it here. I also like people. So and this is really easy to read about and to think about basically alright. So you explain his idea. I'm gonna do moneyball for movies. And you think about it and you go, okay. Cool. That I guess that makes sense. Even at the time, you could be like, that's neat. That's interesting.

21:42

But to have the courage to, and confidence to believe that you are right, even though you don't really know too much about something you're a total outsider, to have the courage to do it and to go that big, I find incredibly intoxicating and inspirational because you I

But to have the courage to, and confidence to believe that you are right, even though you don't really know too much about something you're a total outsider, to have the courage to do it and to go that big, I find incredibly intoxicating and inspirational because you I

21:58

mean, how many people do you think have told him, like, you have no idea about this industry. We've done it this way for a hundred years. What are you talking about? That's not how it's done. But just to be like, look, it makes sense that it's this, this, and this, and this. Like Warren Buffett has that. A lot of great I mean, anyone who's great typically has that, where it's, like, they they believe in their own in their own reasoning, and they believe that their decision is the right decision, even though most everyone is, like, that's insane.

mean, how many people do you think have told him, like, you have no idea about this industry. We've done it this way for a hundred years. What are you talking about? That's not how it's done. But just to be like, look, it makes sense that it's this, this, and this, and this. Like Warren Buffett has that. A lot of great I mean, anyone who's great typically has that, where it's, like, they they believe in their own in their own reasoning, and they believe that their decision is the right decision, even though most everyone is, like, that's insane.

22:21

I have so much

I have so much

22:23

love for for people who are that courageous and confident in their own decisions. I think that's very admirable.

love for for people who are that courageous and confident in their own decisions. I think that's very admirable.

22:29

Yeah. Conviction is attractive.

Yeah. Conviction is attractive.

22:32

You know, one of the things that they talked about with the day the money ball thing. It's like, cool. Like, you can set you can re you can have an analogy, like, money ball for movies.

You know, one of the things that they talked about with the day the money ball thing. It's like, cool. Like, you can set you can re you can have an analogy, like, money ball for movies.

22:38

And then you sit down and you're like, cool. So what are we gonna money ball? Like, in ports.

And then you sit down and you're like, cool. So what are we gonna money ball? Like, in ports.

22:42

All of the data is public. It's all there. Everyone's stats are there. Everything

All of the data is public. It's all there. Everyone's stats are there. Everything

22:46

is filmed on TV. So even if you didn't have a stat, you could go back and create it. Like, What are you gonna do for the movies? It's like not the same thing. And so what are you what are you actually gonna do? It's one of the things they did. They were like, the analytics guy had great statement and he goes, I take this population of people. He's like, on the left side of the bell curve, there's people who are never gonna watch the movie no matter what we do. We don't wanna spend a dollar marketing to them. My goal with that population is. Don't spend one dollar on one impression for those people who are never gonna watch. It's like, then you have the people that are gonna watch no matter what. I also don't wanna spend a dollar on them. Like, they just they are doing fanatics. They got a dune poster in their in their in their bedroom. They grew up watching the the reading the books. They're gonna watch dune no matter what I do. So then there's the people in the middle. And the people in the middle, they're like our swing voters. And they might watch it, and I need to figure out then I start slicing and dicing that audience, and I figure out This mom is gonna watch because she loves that actor. And this guy's gonna watch because he loves a bad ass action scene. So we need two different trailers. That we're gonna run-in social ads at each of those is, like, and then we need a data set that tells us who actually goes to the movies.

is filmed on TV. So even if you didn't have a stat, you could go back and create it. Like, What are you gonna do for the movies? It's like not the same thing. And so what are you what are you actually gonna do? It's one of the things they did. They were like, the analytics guy had great statement and he goes, I take this population of people. He's like, on the left side of the bell curve, there's people who are never gonna watch the movie no matter what we do. We don't wanna spend a dollar marketing to them. My goal with that population is. Don't spend one dollar on one impression for those people who are never gonna watch. It's like, then you have the people that are gonna watch no matter what. I also don't wanna spend a dollar on them. Like, they just they are doing fanatics. They got a dune poster in their in their in their bedroom. They grew up watching the the reading the books. They're gonna watch dune no matter what I do. So then there's the people in the middle. And the people in the middle, they're like our swing voters. And they might watch it, and I need to figure out then I start slicing and dicing that audience, and I figure out This mom is gonna watch because she loves that actor. And this guy's gonna watch because he loves a bad ass action scene. So we need two different trailers. That we're gonna run-in social ads at each of those is, like, and then we need a data set that tells us who actually goes to the movies.

23:48

And, like, basically need a map between the the email addresses that we're advertising to and the email addresses that are used to to buy tickets. And we need to create these clusters and try to figure out, like, What's actually converting? Movie folks weren't doing this?

And, like, basically need a map between the the email addresses that we're advertising to and the email addresses that are used to to buy tickets. And we need to create these clusters and try to figure out, like, What's actually converting? Movie folks weren't doing this?

24:02

I guess not not in a serious way. I don't know. Maybe. Maybe there's other producers that are, like, you know, like, kicking the wall right now, being like, goddamn it. We all do this. Like, that's not special. I don't know. I don't know the business well enough. These guys told the story best better than anybody else. So, you know, it seems to have worked.

I guess not not in a serious way. I don't know. Maybe. Maybe there's other producers that are, like, you know, like, kicking the wall right now, being like, goddamn it. We all do this. Like, that's not special. I don't know. I don't know the business well enough. These guys told the story best better than anybody else. So, you know, it seems to have worked.

24:16

This is awesome. Yeah. I mean, the track record's also there too. Right? Like, they had they just, like, I mean, they built a really big thing in a really small amount of time. Coming in as a complete outsider. So, you know, that's pretty pretty impressive.

This is awesome. Yeah. I mean, the track record's also there too. Right? Like, they had they just, like, I mean, they built a really big thing in a really small amount of time. Coming in as a complete outsider. So, you know, that's pretty pretty impressive.

24:27

This guy's fascinating. I wanna learn more about this guy. Yeah. He's cool. I one one other point on this.

This guy's fascinating. I wanna learn more about this guy. Yeah. He's cool. I one one other point on this.

24:33

It's interesting to think about where else moneyball for X could be implemented.

It's interesting to think about where else moneyball for X could be implemented.

24:37

So I don't know if you've read about Obama's data team, Or Well, I've read about trumps.

So I don't know if you've read about Obama's data team, Or Well, I've read about trumps.

24:43

Trumps, I've I've read a lot about trumps, and it is getting into election season coming up, and I hate it because they they get I get so many texts and emails. I mean, they are intense about their marketing. And I know that Jared Kushner kinda hired a bunch of tech guys and they crushed it But even before Trump, Obama raised something like a billion and a half dollars, and they spent most of that, I would imagine, on marketing.

Trumps, I've I've read a lot about trumps, and it is getting into election season coming up, and I hate it because they they get I get so many texts and emails. I mean, they are intense about their marketing. And I know that Jared Kushner kinda hired a bunch of tech guys and they crushed it But even before Trump, Obama raised something like a billion and a half dollars, and they spent most of that, I would imagine, on marketing.

25:05

I mean, what these what the politicians do in basically a year and a half, it's pretty phenomenal in terms of, like, deploying money for marketing, and they're savage about it.

I mean, what these what the politicians do in basically a year and a half, it's pretty phenomenal in terms of, like, deploying money for marketing, and they're savage about it.

25:15

Do the presidential election is a marketing contest

Do the presidential election is a marketing contest

25:18

between two agencies.

between two agencies.

25:20

And they each get to pick their their front man, and then they run a marketing blitz. And they spend five hundred million to a billion dollars

And they each get to pick their their front man, and then they run a marketing blitz. And they spend five hundred million to a billion dollars

25:27

marketing over the course of the next month.

marketing over the course of the next month.

25:30

Yeah. And and, like, that's it. So It got two present the last two presidents elected was the moneyball for X. They used it in politics.

Yeah. And and, like, that's it. So It got two present the last two presidents elected was the moneyball for X. They used it in politics.

25:37

It helped the Red Sox win the world series. You know, worked in baseball. It built tons of DDC brands. The Moneyball approach also is, you know, in finance with all the quant quant funds or hedge funds that are using using this for Renaissance.

It helped the Red Sox win the world series. You know, worked in baseball. It built tons of DDC brands. The Moneyball approach also is, you know, in finance with all the quant quant funds or hedge funds that are using using this for Renaissance.

25:49

So it's pretty interesting to see

So it's pretty interesting to see

25:51

how you can use Money Ball in a in a in this any industry

how you can use Money Ball in a in a in this any industry

25:54

that is still, like, not data first. So not data driven. And if you asked, you know, how do you guys make decisions?

that is still, like, not data first. So not data driven. And if you asked, you know, how do you guys make decisions?

26:01

And it's basically some version of gut,

And it's basically some version of gut,

26:04

gut eyeball, you know, taste,

gut eyeball, you know, taste,

26:06

there's probably a money ball, like, variant there. I know a guy who, is doing it in with HVAC. He has an HVAC business doing, like, a hundred and fifty million a year in revenue. Any tells me constantly all the data stuff that they're doing. And he's like, no one people don't do this.

there's probably a money ball, like, variant there. I know a guy who, is doing it in with HVAC. He has an HVAC business doing, like, a hundred and fifty million a year in revenue. Any tells me constantly all the data stuff that they're doing. And he's like, no one people don't do this.

26:20

In in our industry, no one is doing this, where

In in our industry, no one is doing this, where

26:23

it it's as simple as, you know, we're looking at the data of what can we send and how many emails can we send to get more Google reviews, but they just, like, change their their data is it's like they're running it like a tech company a little bit where they have a small data analytics team, and he says that very rarely is anyone else in the HVAC industry doing something like this.

it it's as simple as, you know, we're looking at the data of what can we send and how many emails can we send to get more Google reviews, but they just, like, change their their data is it's like they're running it like a tech company a little bit where they have a small data analytics team, and he says that very rarely is anyone else in the HVAC industry doing something like this.

26:42

Dude,

Dude,

26:43

Sam, I gotta ask you. I already know the answer to this question, but I gotta ask you. Did you watch UFC three hundred on Saturday? The full five hours or six hours, yeah, set the whole time. It was amazing.

Sam, I gotta ask you. I already know the answer to this question, but I gotta ask you. Did you watch UFC three hundred on Saturday? The full five hours or six hours, yeah, set the whole time. It was amazing.

26:54

Did you make, like, a seven layer nacho dip and just sit there for seven hours watching it? I I watched the entire thing. I think it started at six o'clock and ended at one o'clock my time. So I wanna talk about it because, a, we're both EFC fans, and it was amazing. But b, there's actually

Did you make, like, a seven layer nacho dip and just sit there for seven hours watching it? I I watched the entire thing. I think it started at six o'clock and ended at one o'clock my time. So I wanna talk about it because, a, we're both EFC fans, and it was amazing. But b, there's actually

27:10

a great

a great

27:12

business

business

27:13

CEO lesson in it that I wanna, I wanna go to. But first, Can we just explain for for anybody what Max Holloway did? Because I think the Max Holloway thing alone, if you don't even watch the fights, you need to know that this happened. Well, let's explain UFC three hundred. So UFC's been around since the nineties.

CEO lesson in it that I wanna, I wanna go to. But first, Can we just explain for for anybody what Max Holloway did? Because I think the Max Holloway thing alone, if you don't even watch the fights, you need to know that this happened. Well, let's explain UFC three hundred. So UFC's been around since the nineties.

27:29

They've done thousands of events, but the major events, they number them UFC one two three four five. This past weekend was UFC three hundred. Typically, what they do is a card has five main fights And then before the five main fights, there's ten

They've done thousands of events, but the major events, they number them UFC one two three four five. This past weekend was UFC three hundred. Typically, what they do is a card has five main fights And then before the five main fights, there's ten

27:45

prelims, which are no name fights that are up up and comers,

prelims, which are no name fights that are up up and comers,

27:49

This time, they didn't have they had fifteen fights, but all of them were famous, great people.

This time, they didn't have they had fifteen fights, but all of them were famous, great people.

27:55

And so it created, like, five hours of epic fight cards. Right? Yeah. It was crazy. And,

And so it created, like, five hours of epic fight cards. Right? Yeah. It was crazy. And,

28:02

one of the fights was for a made up title.

one of the fights was for a made up title.

28:05

Called the bad mother effort belt, the BMF title. And it was two guys who

Called the bad mother effort belt, the BMF title. And it was two guys who

28:11

are popular, but they're currently not at the tippy top of their thing. So one guy, this guy's named Max Holloway, and he's fighting this guy, Justin Gachey. And they're fighting, and Justin Gachey is a big favorite coming into the fight. People think he's gonna win. Max Holloway has kinda gotten his his kind of looks like he's on the back end of his prime or maybe on the decline a little bit. And,

are popular, but they're currently not at the tippy top of their thing. So one guy, this guy's named Max Holloway, and he's fighting this guy, Justin Gachey. And they're fighting, and Justin Gachey is a big favorite coming into the fight. People think he's gonna win. Max Holloway has kinda gotten his his kind of looks like he's on the back end of his prime or maybe on the decline a little bit. And,

28:32

So two things happen. One, Max Holloway starts to win. Okay. That itself was cool, remarkable,

So two things happen. One, Max Holloway starts to win. Okay. That itself was cool, remarkable,

28:37

but nothing compared to what happened at the end. So the guy the way UFC fight works is five rounds. Let's say, And, basically, what happens is if you're winning, you each round gets scored, if you're winning each of the rounds,

but nothing compared to what happened at the end. So the guy the way UFC fight works is five rounds. Let's say, And, basically, what happens is if you're winning, you each round gets scored, if you're winning each of the rounds,

28:47

you have it locked up. So what happens is, let's say you are winning three rounds to two four rounds to one, your corner tells you, hey, you're way ahead. Just play it safe. Just the only way this other guy can win is if he knocks you out. Don't you just play it smart. Right? That's the nine down out of ten. However,

you have it locked up. So what happens is, let's say you are winning three rounds to two four rounds to one, your corner tells you, hey, you're way ahead. Just play it safe. Just the only way this other guy can win is if he knocks you out. Don't you just play it smart. Right? That's the nine down out of ten. However,

29:03

this is fighting entertainment, and some fighters understand that and some fighters don't. Max Holloway understands that. So what he did was

this is fighting entertainment, and some fighters understand that and some fighters don't. Max Holloway understands that. So what he did was

29:10

he wins all five rounds. So he's not even up three, two, four, one. He wins all five rounds.

he wins all five rounds. So he's not even up three, two, four, one. He wins all five rounds.

29:16

And at the end of the fifth round, he's basically broken this guy's nose. He's got this guy kind of a batter and bruised. The only thing this one guy can do in this guy's a power punch or the only thing this guy could do is knock him out. Next Holloway decides in the last ten seconds, where most guys kind of just circle around, raise their hands, try to tell the judges they won, he points to the middle of the ring it points down, and he's like, stand right here. Neither one of us backs down. And just let's swing as hard as we can. And try to knock each other up in the last ten seconds. Now this sounds very savage. What this actually just says is incredibly courageous and brave and entertaining

And at the end of the fifth round, he's basically broken this guy's nose. He's got this guy kind of a batter and bruised. The only thing this one guy can do in this guy's a power punch or the only thing this guy could do is knock him out. Next Holloway decides in the last ten seconds, where most guys kind of just circle around, raise their hands, try to tell the judges they won, he points to the middle of the ring it points down, and he's like, stand right here. Neither one of us backs down. And just let's swing as hard as we can. And try to knock each other up in the last ten seconds. Now this sounds very savage. What this actually just says is incredibly courageous and brave and entertaining

29:50

and reckless and stupid, all at the same time, rolled into one. And they both start just swinging absolute haymakers at each other. And then he, in the last second of the fight, knocks the other guy out cold.

and reckless and stupid, all at the same time, rolled into one. And they both start just swinging absolute haymakers at each other. And then he, in the last second of the fight, knocks the other guy out cold.

30:02

I feel like I can't even do it justice. If you if you watch somebody, you already know what happened. If you don't watch somebody, you probably don't care about this. But it was remarkable to watch. It was probably

I feel like I can't even do it justice. If you if you watch somebody, you already know what happened. If you don't watch somebody, you probably don't care about this. But it was remarkable to watch. It was probably

30:11

the best UFC moment I've ever seen. Maybe for sure top for sure top three, probably number one. And I would actually say it was one of the best moments in sports that I've ever seen.

the best UFC moment I've ever seen. Maybe for sure top for sure top three, probably number one. And I would actually say it was one of the best moments in sports that I've ever seen.

30:22

Yeah.

Yeah.

30:23

Exactly, but It was, like, I felt so much adrenaline watching this. I was, like, it was in the middle of the night. My baby was sleeping, and I yelled, like, as loud as I could. I was in awe. It was so ad adrenaline inducing. It was amazing.

Exactly, but It was, like, I felt so much adrenaline watching this. I was, like, it was in the middle of the night. My baby was sleeping, and I yelled, like, as loud as I could. I was in awe. It was so ad adrenaline inducing. It was amazing.

30:37

It would be like in basketball if LeBron James was about to win the NBA finals. And normally, they're just trying to hold the ball, you know, stall, let the clock run out. And instead,

It would be like in basketball if LeBron James was about to win the NBA finals. And normally, they're just trying to hold the ball, you know, stall, let the clock run out. And instead,

30:47

he handed the ball to his opponent, said, no. Come here. You have the ball. Come to the middle of the court. Everybody get off the court one on one right now for the game, for the championship, for the glory. And,

he handed the ball to his opponent, said, no. Come here. You have the ball. Come to the middle of the court. Everybody get off the court one on one right now for the game, for the championship, for the glory. And,

30:57

and then somehow also if he risk getting knocked out in the process.

and then somehow also if he risk getting knocked out in the process.

31:02

So for the insane moment. Mark Zuckerberg, by the way, was sitting in ringside and every fighter would run up to him. It's point, Adam, and talking to him. It was awesome. It was so exciting.

So for the insane moment. Mark Zuckerberg, by the way, was sitting in ringside and every fighter would run up to him. It's point, Adam, and talking to him. It was awesome. It was so exciting.

31:10

By the way, don't you think that Zuck should lean in more to this? I feel like this is the best PR

By the way, don't you think that Zuck should lean in more to this? I feel like this is the best PR

31:16

that Mark Zuckerberg has ever had is his own his own,

that Mark Zuckerberg has ever had is his own his own,

31:20

you know, he'll turn into

you know, he'll turn into

31:22

becoming a fighter being at the UFC court ringside

becoming a fighter being at the UFC court ringside

31:25

hanging out there, and all the fighters really love it. We're going into the tough man sport, right, basically. And he looked cool. He looked cool. He had, like, a little afro, and he had a white t shirt dog, like, baggy white. If he looked like a cool guy He did. Yeah. He has, like, the oversized tee now. He got, like, he, like, went on TikTok shops and bought, like, the oversized tee from some, like, eighteen year old who's doing a dance video. And his wife looked cool too. It's it's called mob chic, what she was wearing. It was, like, all black. She looked cool. They both looked cool.

hanging out there, and all the fighters really love it. We're going into the tough man sport, right, basically. And he looked cool. He looked cool. He had, like, a little afro, and he had a white t shirt dog, like, baggy white. If he looked like a cool guy He did. Yeah. He has, like, the oversized tee now. He got, like, he, like, went on TikTok shops and bought, like, the oversized tee from some, like, eighteen year old who's doing a dance video. And his wife looked cool too. It's it's called mob chic, what she was wearing. It was, like, all black. She looked cool. They both looked cool.

31:51

I I Googled it. I read a business insider article. I learned that word mob Chic. So you know what he should do, by the way? This is a little PR lesson for him. I think that,

I I Googled it. I read a business insider article. I learned that word mob Chic. So you know what he should do, by the way? This is a little PR lesson for him. I think that,

31:59

he should create his own Zuckerberg bonus. So he should have the Zuck, like, the Zuck five hundred. And he just gives five hundred thousand

he should create his own Zuckerberg bonus. So he should have the Zuck, like, the Zuck five hundred. And he just gives five hundred thousand

32:07

to whoever had the badass performance. So it should've just been like Max Holloway. It's like whoever just really put it all on the line, win or lose, doesn't matter. Somebody who showed the most heart. Like, the underdog

to whoever had the badass performance. So it should've just been like Max Holloway. It's like whoever just really put it all on the line, win or lose, doesn't matter. Somebody who showed the most heart. Like, the underdog

32:17

bonus. And because these guys don't get paid. And Zuck has all of the money. So if he just did that for every pay per view, I feel like that would be its own storyline. He'd get so much goodwill that you literally, like gladiator stuff. You couldn't buy it. Yeah.

bonus. And because these guys don't get paid. And Zuck has all of the money. So if he just did that for every pay per view, I feel like that would be its own storyline. He'd get so much goodwill that you literally, like gladiator stuff. You couldn't buy it. Yeah.

32:32

The by the way, the singer, Saya, see you. See you. She does this for survivor. So the the winner of survivor wins a million dollars, and Cia is a super fan of survivor. And she just called into the reunion one time and was like, hey, I just love that guy. He didn't even come close to winning, but I wanna give him fifty grand. And so it became the ceiling.

The by the way, the singer, Saya, see you. See you. She does this for survivor. So the the winner of survivor wins a million dollars, and Cia is a super fan of survivor. And she just called into the reunion one time and was like, hey, I just love that guy. He didn't even come close to winning, but I wanna give him fifty grand. And so it became the ceiling.

32:49

Pasea bonus of, like, whoever won her heart gets, like, extra money at the end. It's it's pretty genius. Dude, that's so funny. That's awesome.

Pasea bonus of, like, whoever won her heart gets, like, extra money at the end. It's it's pretty genius. Dude, that's so funny. That's awesome.

32:56

Alright. And so

Alright. And so

32:58

Max max max out the guy. What happens? What what what's the business angle here? The press conference at the end is is always entertaining. Dana White is a very unfiltered guy. Dana, please come on the pod. He goes on the press conference and somebody asked him they were like, Dana, you know, on a night like this, you'll see three hundred. You try to build a car, but after that, it's out of your hands. You know, then up to the fighters. And, like, how happy are you that it just turned out that way? Like, such a moment,

Max max max out the guy. What happens? What what what's the business angle here? The press conference at the end is is always entertaining. Dana White is a very unfiltered guy. Dana, please come on the pod. He goes on the press conference and somebody asked him they were like, Dana, you know, on a night like this, you'll see three hundred. You try to build a car, but after that, it's out of your hands. You know, then up to the fighters. And, like, how happy are you that it just turned out that way? Like, such a moment,

33:21

and such a great, great overall night. And Dana goes, you know, people ask me what I do for a living. I don't he's he's like, I don't organize fights.

and such a great, great overall night. And Dana goes, you know, people ask me what I do for a living. I don't he's he's like, I don't organize fights.

33:29

I sell holy shit moments.

I sell holy shit moments.

33:32

And tonight,

And tonight,

33:33

I sold a man I sold millions of holy shit moments, basically. He's like, I sold a holy shit moment to millions of people.

I sold a man I sold millions of holy shit moments, basically. He's like, I sold a holy shit moment to millions of people.

33:40

And I thought it's a great little lesson, which is what are you really selling?

And I thought it's a great little lesson, which is what are you really selling?

33:44

What are you really selling in your business?

What are you really selling in your business?

33:46

Is he selling,

Is he selling,

33:48

mixed martial arts contests Is he selling an event? Is he he says I'm selling holy shit moments. And I thought about this, and I, you know, marketers for a long time have known this, which is

mixed martial arts contests Is he selling an event? Is he he says I'm selling holy shit moments. And I thought about this, and I, you know, marketers for a long time have known this, which is

33:59

There's levels to marketing.

There's levels to marketing.

34:00

And I wanna give you my five levels to marketing based on the Dana White principle of selling holy shit Okay. Are you ready for this?

And I wanna give you my five levels to marketing based on the Dana White principle of selling holy shit Okay. Are you ready for this?

34:08

Level one.

Level one.

34:09

You sell a product.

You sell a product.

34:11

And this is every shitty startup website. You go to it, and it just says, We are a,

And this is every shitty startup website. You go to it, and it just says, We are a,

34:17

health care CRM

health care CRM

34:18

using AI. They're just describing some product.

using AI. They're just describing some product.

34:22

And it's not compelling because I don't give a shit about your product. I give a shit about myself.

And it's not compelling because I don't give a shit about your product. I give a shit about myself.

34:27

And, your product is some abstract.

And, your product is some abstract.

34:29

You know, we're a blockchain based

You know, we're a blockchain based

34:32

you know, web three

you know, web three

34:34

arcade side scroller. It's like what?

arcade side scroller. It's like what?

34:37

You know, and and if you go to most product websites, to be honest, they're just selling a product. That's level one.

You know, and and if you go to most product websites, to be honest, they're just selling a product. That's level one.

34:42

This is what failing companies do. Okay?

This is what failing companies do. Okay?

34:45

Level two. Level two is you don't sell a product, you sell a solution.

Level two. Level two is you don't sell a product, you sell a solution.

34:49

And this is effective, but it's competitive. This is,

And this is effective, but it's competitive. This is,

34:53

like head and shoulders.

like head and shoulders.

34:55

Head and shoulders says,

Head and shoulders says,

34:57

Hey. You're tired of having that dandruff on your shoulder. Use head and shoulders. It gets rid of the dandruff. Okay. So selling a solution

Hey. You're tired of having that dandruff on your shoulder. Use head and shoulders. It gets rid of the dandruff. Okay. So selling a solution

35:04

to a pain point. And this is where I would say

to a pain point. And this is where I would say

35:07

okay. If fifty percent of companies just do sell a product,

okay. If fifty percent of companies just do sell a product,

35:11

another forty five percent are gonna sell solution to a pain point. Okay. Now we get into the championship rounds where we're gonna have more interesting ways of doing things. So the next one, level three,

another forty five percent are gonna sell solution to a pain point. Okay. Now we get into the championship rounds where we're gonna have more interesting ways of doing things. So the next one, level three,

35:23

you sell a lifestyle.

you sell a lifestyle.

35:25

This is lululemon.

This is lululemon.

35:27

This is Slack. So if you've ever if you don't believe me, Go read the Stewart Butterfield who's the CEO of Slack. Go read his post called, we don't sell saddles here. Then I'll spoil it for you, which is he says, imagine you're a saddle company. You make saddles. We could just describe the product,

This is Slack. So if you've ever if you don't believe me, Go read the Stewart Butterfield who's the CEO of Slack. Go read his post called, we don't sell saddles here. Then I'll spoil it for you, which is he says, imagine you're a saddle company. You make saddles. We could just describe the product,

35:43

the saddles. We could describe some solution like, oh, your butt won't be sore on our saddle,

the saddles. We could describe some solution like, oh, your butt won't be sore on our saddle,

35:47

or we could sell the lifestyle. The joy of horseback riding and get people to want to be on horseback to feel free to have the wind blowing through their hair. You make the lifestyle aspirational

or we could sell the lifestyle. The joy of horseback riding and get people to want to be on horseback to feel free to have the wind blowing through their hair. You make the lifestyle aspirational

35:59

And then when they're like, I gotta do that. Now they're super motivated and they say, well, what do I need? You're like, well, you need a saddle and ours are the best.

And then when they're like, I gotta do that. Now they're super motivated and they say, well, what do I need? You're like, well, you need a saddle and ours are the best.

36:05

And so he says that This is how the yoga companies lululemon and whatnot. This is how they got popular too. Is they didn't say, here, we have the best yoga pants, which was a small market of people looking for yoga pants, they got people into the idea of doing yoga. And once you get into doing yoga and the benefits of yoga, you're gonna wanna invest in buying better gear as you go. And the lululemon will say, well, we have the best gear. And so you this is how you create a category. Or you just wanna make your your ass look dope.

And so he says that This is how the yoga companies lululemon and whatnot. This is how they got popular too. Is they didn't say, here, we have the best yoga pants, which was a small market of people looking for yoga pants, they got people into the idea of doing yoga. And once you get into doing yoga and the benefits of yoga, you're gonna wanna invest in buying better gear as you go. And the lululemon will say, well, we have the best gear. And so you this is how you create a category. Or you just wanna make your your ass look dope.

36:32

But yeah. The lifestyle of

But yeah. The lifestyle of

36:35

being a big booty queen. And if that's the lifestyle you wanna be a part of, then

being a big booty queen. And if that's the lifestyle you wanna be a part of, then

36:39

we are the pants for you. Yeah.

we are the pants for you. Yeah.

36:42

The MFM merch store will soon have,

The MFM merch store will soon have,

36:45

soon have

soon have

36:46

fat margin bottoms

fat margin bottoms

36:48

and

and

36:49

the real bottom lines.

the real bottom lines.

36:52

That's pretty good.

That's pretty good.

36:54

Alright. And four and five.

Alright. And four and five.

36:56

Four is where I thought we we stopped. There's actually five. Before is where I thought we stopped. This is the Dana White level. You sell a feeling.

Four is where I thought we we stopped. There's actually five. Before is where I thought we stopped. This is the Dana White level. You sell a feeling.

37:03

And I'll tell you that that line that somebody told me once, I hired this consultant, and I was talking about my content. I I did the lamest thing. I hired unsalted for my personal brand, just to know what do these guys know? I didn't ever end up implementing really anything, but I did take away this one thing he said. He goes, I go, you've worked with all the big names. You've worked with, you know, whoever I don't wanna out him, I guess, but you've worked he's worked with a bunch of big names. I said, what do they do differently than what I'm doing? And he goes, you make content.

And I'll tell you that that line that somebody told me once, I hired this consultant, and I was talking about my content. I I did the lamest thing. I hired unsalted for my personal brand, just to know what do these guys know? I didn't ever end up implementing really anything, but I did take away this one thing he said. He goes, I go, you've worked with all the big names. You've worked with, you know, whoever I don't wanna out him, I guess, but you've worked he's worked with a bunch of big names. I said, what do they do differently than what I'm doing? And he goes, you make content.

37:30

They give out a feeling. I said, what? It goes, as any contact writer, you are the merchant of feelings. You get if you give someone

They give out a feeling. I said, what? It goes, as any contact writer, you are the merchant of feelings. You get if you give someone

37:38

a feeling

a feeling

37:39

more consistently and more powerfully than anybody else, That's what makes you box office. And I was like, oh, man. I love using the word box office. That's great. And, this is what Dana White was saying. Right? We sell holy shit moments. We give you that feeling that you can't really get anywhere else. Like, in your life, can you really get like, there's a reason you love the UFC buddy Julian Shipera loves UFC, like, none other. Like, he's like, I can't watch other sports. He's like, I can't watch TV or movies. It's if UFC has ruined it, me. Well, Data White said something amazing. He goes he goes, think about this. You're at the you're at the Super Bowl. It's the final down. It's the greatest moment in in in NFL history,

more consistently and more powerfully than anybody else, That's what makes you box office. And I was like, oh, man. I love using the word box office. That's great. And, this is what Dana White was saying. Right? We sell holy shit moments. We give you that feeling that you can't really get anywhere else. Like, in your life, can you really get like, there's a reason you love the UFC buddy Julian Shipera loves UFC, like, none other. Like, he's like, I can't watch other sports. He's like, I can't watch TV or movies. It's if UFC has ruined it, me. Well, Data White said something amazing. He goes he goes, think about this. You're at the you're at the Super Bowl. It's the final down. It's the greatest moment in in in NFL history,

38:16

and a fight breaks out a few rows down from you. What are you gonna do? You're gonna stop you're you're gonna stop watching football and you're gonna go and pay attention to the fight. That's what people do. And that's the business that I'm in. That's why I knew this was gonna be the greatest sport ever. Exactly. And so the greatest brands, let's say, Disney. Disney's amazing at this. Disney doesn't say come to our theme park.

and a fight breaks out a few rows down from you. What are you gonna do? You're gonna stop you're you're gonna stop watching football and you're gonna go and pay attention to the fight. That's what people do. And that's the business that I'm in. That's why I knew this was gonna be the greatest sport ever. Exactly. And so the greatest brands, let's say, Disney. Disney's amazing at this. Disney doesn't say come to our theme park.

38:36

We have the fastest rides,

We have the fastest rides,

38:38

or we have the shortest lines. No. They they tell you about the magical family experience. Right? This is gonna be a lifetime memory for you. This is gonna give your kids a magical feeling, a magical moment. All of their movies are the same way. Right? You watch a Pixar movie

or we have the shortest lines. No. They they tell you about the magical family experience. Right? This is gonna be a lifetime memory for you. This is gonna give your kids a magical feeling, a magical moment. All of their movies are the same way. Right? You watch a Pixar movie

38:53

because it's gonna give you this feel good moment. Right? That's the if they give you feel good moments, more consistently

because it's gonna give you this feel good moment. Right? That's the if they give you feel good moments, more consistently

38:58

than anybody else.

than anybody else.

39:00

So the brass bands do this. Louis Vuitton

So the brass bands do this. Louis Vuitton

39:03

gives you a feeling of status of importance. UFC gives you the holy shit feeling. Nike gives you a feeling that, you know,

gives you a feeling of status of importance. UFC gives you the holy shit feeling. Nike gives you a feeling that, you know,

39:09

of the feeling of greatness. When they advertise their shoes, they don't advertise the rubber shoes.

of the feeling of greatness. When they advertise their shoes, they don't advertise the rubber shoes.

39:14

They basically show you someone's striving for greatness, and it's that inspiration, that motivation that they sell. Okay. So now level five. Level five, I realized is the highest one. You didn't sell a product, you didn't sell a solution, you didn't sell a lifestyle, you didn't sell a feeling you sell an identity.

They basically show you someone's striving for greatness, and it's that inspiration, that motivation that they sell. Okay. So now level five. Level five, I realized is the highest one. You didn't sell a product, you didn't sell a solution, you didn't sell a lifestyle, you didn't sell a feeling you sell an identity.

39:29

And this is what religions do. This is what political parties do. They basically give you a a tribe. They give you a label. They give you a purpose. They give you a sense of belonging It's almost like buying a a subway franchise.

And this is what religions do. This is what political parties do. They basically give you a a tribe. They give you a label. They give you a purpose. They give you a sense of belonging It's almost like buying a a subway franchise.

39:42

They're like, here, wear this at uniform, put this logo up. Here's the packaging. Here's Here's a portrait of bread. Put that on your wall. You now have an identity. We gave you a brand for you to have because you didn't have one on your own. We gave you a purpose we gave you something to do. It's an identity in a box. I think that is the highest level of what,

They're like, here, wear this at uniform, put this logo up. Here's the packaging. Here's Here's a portrait of bread. Put that on your wall. You now have an identity. We gave you a brand for you to have because you didn't have one on your own. We gave you a purpose we gave you something to do. It's an identity in a box. I think that is the highest level of what,

40:01

of what you can do is you you sell an identity to people. First of all, very good. I'm just you've you've this was a really good monologue. You tied in some of my favorite stuff. Congratulations.

of what you can do is you you sell an identity to people. First of all, very good. I'm just you've you've this was a really good monologue. You tied in some of my favorite stuff. Congratulations.

40:11

Second of all, were you just watching the UFC taking notes on this stuff and just like

Second of all, were you just watching the UFC taking notes on this stuff and just like

40:16

No. I heard him say that. And the I him saying that in the press conference and I go, that's exactly what he does. That's why I watch. Because I can't get that holy shit feeling from anything. What else is as real as that? And once you know the the stories of the fighters, right, that's really what works. Right? If you're a personal investor and you understand the stakes, You understand what's in it for each guy?

No. I heard him say that. And the I him saying that in the press conference and I go, that's exactly what he does. That's why I watch. Because I can't get that holy shit feeling from anything. What else is as real as that? And once you know the the stories of the fighters, right, that's really what works. Right? If you're a personal investor and you understand the stakes, You understand what's in it for each guy?

40:38

There's, like, you know, it's it's pretty hard to compare that to really end of this board, maybe boxing is the is the other one. Oh, boxing doesn't even come close to what these guys do.

There's, like, you know, it's it's pretty hard to compare that to really end of this board, maybe boxing is the is the other one. Oh, boxing doesn't even come close to what these guys do.

40:46

Like, they're they're in a league of their own in terms of giving me a feeling. Like, I wore

Like, they're they're in a league of their own in terms of giving me a feeling. Like, I wore

40:50

I I wore a heart rate monitor one time to see what would happen because I I noticed going into the fight, I was so anxious because I was so emotionally invested. My heart rate went up, like, twenty beats per minute, like, before this fight. Like, it it was insane. I get so into this that I find myself, like, tired the next day. It's one of the very few times that I felt this in sports. It's the best. I feel a little bit in the Olympics because I get into that. But, no. I mean, what he has done and what the UFC has done in terms of

I I wore a heart rate monitor one time to see what would happen because I I noticed going into the fight, I was so anxious because I was so emotionally invested. My heart rate went up, like, twenty beats per minute, like, before this fight. Like, it it was insane. I get so into this that I find myself, like, tired the next day. It's one of the very few times that I felt this in sports. It's the best. I feel a little bit in the Olympics because I get into that. But, no. I mean, what he has done and what the UFC has done in terms of

41:16

did you say selling emotions? It's the best. I mean, if you go go look at the old cigarette ads, if you wanna see this. So if you go look at old cigarette ad, obviously not selling the product.

did you say selling emotions? It's the best. I mean, if you go go look at the old cigarette ads, if you wanna see this. So if you go look at old cigarette ad, obviously not selling the product.

41:27

They're not selling a solution to a pain point. They're not saying,

They're not selling a solution to a pain point. They're not saying,

41:31

your lungs need a little more tar in them. Like, they're they're not doing that.

your lungs need a little more tar in them. Like, they're they're not doing that.

41:35

They it's all about a feeling and not identity. Right? So they're giving you a

They it's all about a feeling and not identity. Right? So they're giving you a

41:40

feeling

feeling

41:42

of, of greater, you know, self importance, a cool self image. Right? So all of the marketing around cigarettes was a cool self image.

of, of greater, you know, self importance, a cool self image. Right? So all of the marketing around cigarettes was a cool self image.

41:49

It's

It's

41:50

a cool guy, and in his cool moment, he takes out the cig and he lights it up, or the woman doing the same thing. That go watch the Desseki's commercial. Right? The most interesting man in the world, sitting in a bar surrounded by women, but not paying them any attention, looking at you dead in the camera, making eye contact. He's a man's man. He's done this. He's done that. He's done this.

a cool guy, and in his cool moment, he takes out the cig and he lights it up, or the woman doing the same thing. That go watch the Desseki's commercial. Right? The most interesting man in the world, sitting in a bar surrounded by women, but not paying them any attention, looking at you dead in the camera, making eye contact. He's a man's man. He's done this. He's done that. He's done this.

42:09

And when he drinks beer, he just does that dos equis. Right? It's trying to give you a a cool self image. That's what a lot of luxury products and a lot of commodity products have to do. And so once you realize that, you're like, oh, And I love this because in our world, the tech world, the business world,

And when he drinks beer, he just does that dos equis. Right? It's trying to give you a a cool self image. That's what a lot of luxury products and a lot of commodity products have to do. And so once you realize that, you're like, oh, And I love this because in our world, the tech world, the business world,

42:25

most people are like absolute beginner rookie white belts at real marketing.

most people are like absolute beginner rookie white belts at real marketing.

42:31

And, and, like, even the best in class is just saying, sell a solution to a pain point to sell the benefit, not the feature. And that's, like, level two. And they just stop there. Nobody really goes beyond that. And, and so I like taking what is what is the best in class look like when it comes to like, you know, marketing and brand and and and actually doing something that gets people to to move and take action.

And, and, like, even the best in class is just saying, sell a solution to a pain point to sell the benefit, not the feature. And that's, like, level two. And they just stop there. Nobody really goes beyond that. And, and so I like taking what is what is the best in class look like when it comes to like, you know, marketing and brand and and and actually doing something that gets people to to move and take action.

42:53

And, you know, how do I bring that into our world? Because then then you're, you know, you have an unfair advantage. And it's not always around violence. So if you're listening to this and you don't know anything about the UFC, go to YouTube and type in UFC

And, you know, how do I bring that into our world? Because then then you're, you know, you have an unfair advantage. And it's not always around violence. So if you're listening to this and you don't know anything about the UFC, go to YouTube and type in UFC

43:03

Rose, I'm the best. One of the best,

Rose, I'm the best. One of the best,

43:06

moments from UFC is also this young woman named Rose Nava Eunice,

moments from UFC is also this young woman named Rose Nava Eunice,

43:11

and she's about to fight, and she clearly is scared and you see her modeling to herself. I'm the best. I'm the best. I'm the best. And I remember

and she's about to fight, and she clearly is scared and you see her modeling to herself. I'm the best. I'm the best. I'm the best. And I remember

43:19

distinctly what it was. She looks like you're a little sister. And the person across the reef river looks like the terminator.

distinctly what it was. She looks like you're a little sister. And the person across the reef river looks like the terminator.

43:26

And so you could do you could just put yourself in in that person's shoes. Oh, man. They're about to fight somebody who's clearly just bigger, stronger, faster, everything.

And so you could do you could just put yourself in in that person's shoes. Oh, man. They're about to fight somebody who's clearly just bigger, stronger, faster, everything.

43:33

And she's mouthing to herself on the best to kind of, like it's like she's walking into the lion's den, and she's gotta believe this, otherwise, she doesn't stand a chance. And she knocks her out. She knocks the first round or something like that. And it was one of the it was another great sporting moment. And so the two other moments, first of all, there was two Chinese women fighting which is, the first time it's ever happened, for the championship. And one of the ladies chokes out another woman, and she goes unconscious right when the bell rings. So she they're able to keep fighting. She doesn't really wake up until she gets punched again on the second round, which was, like, just epic. And then the third thing that happened was in the last fight, Alex Perera, gets kicked in the groin. The ref goes to stop it. He waives him off And then ten seconds later knocks out the other guy. It was just full of bad ass moments where this whole thing, it was just it was epic. It was an epic event.

And she's mouthing to herself on the best to kind of, like it's like she's walking into the lion's den, and she's gotta believe this, otherwise, she doesn't stand a chance. And she knocks her out. She knocks the first round or something like that. And it was one of the it was another great sporting moment. And so the two other moments, first of all, there was two Chinese women fighting which is, the first time it's ever happened, for the championship. And one of the ladies chokes out another woman, and she goes unconscious right when the bell rings. So she they're able to keep fighting. She doesn't really wake up until she gets punched again on the second round, which was, like, just epic. And then the third thing that happened was in the last fight, Alex Perera, gets kicked in the groin. The ref goes to stop it. He waives him off And then ten seconds later knocks out the other guy. It was just full of bad ass moments where this whole thing, it was just it was epic. It was an epic event.

44:21

And did to by the way, let's just tie this principle back, by the way. I did this with the podcast. So I was like, what is what are we really selling here? On the podcast.

And did to by the way, let's just tie this principle back, by the way. I did this with the podcast. So I was like, what is what are we really selling here? On the podcast.

44:30

Is it ideas do people show up because they want a business idea? That's kinda lame. Like, sure. It's fun to hear ideas. It's fun to talk about ideas. But if you're really, like, you know what? To be successful, I'm gonna go to this YouTube channel and find a business idea that these random guys are gonna say a lot. Like, that's, like, honestly, that's a bad plan. It's, like, it might happen, but don't don't do it for that reason.

Is it ideas do people show up because they want a business idea? That's kinda lame. Like, sure. It's fun to hear ideas. It's fun to talk about ideas. But if you're really, like, you know what? To be successful, I'm gonna go to this YouTube channel and find a business idea that these random guys are gonna say a lot. Like, that's, like, honestly, that's a bad plan. It's, like, it might happen, but don't don't do it for that reason.

44:52

And the same reason, like, you know, we might talk about UFC or something else, That's probably not the most effective thing for you to do everything. So it's not our product. It's not a pain point. So one one thing that I figured out was, like, I and when I I talked to a bunch of people and I I tweeted this out, I go, what is the what is something you remember? And what's the reason you actually listen to the pod regularly? Like, what what keeps keeps you hooked? And the number one word that kept coming up was,

And the same reason, like, you know, we might talk about UFC or something else, That's probably not the most effective thing for you to do everything. So it's not our product. It's not a pain point. So one one thing that I figured out was, like, I and when I I talked to a bunch of people and I I tweeted this out, I go, what is the what is something you remember? And what's the reason you actually listen to the pod regularly? Like, what what keeps keeps you hooked? And the number one word that kept coming up was,

45:15

oh, man. I feel so inspired after I listen. And they're like, not in a cheesy way, but they're like, literally, if I'm driving and I'm listening, I sometimes will pull over because I'm I gotta write something down. Right? You guys said one phrase that really stuck with me. And I was like, oh, that's gonna be an unlock for me, either personally or in my marketing or whatever. Or it's I heard about this idea. I'm not gonna go do that idea, but I'm inspired by that idea. Or you tell the story of some Billy of the week, some guy who's really crushed it or some business that's under the radar that's crushing it, And all of a sudden, I feel like, you know, success is abundant. I'm inspired to go go make my shit happen. I'm not gonna do what they did, but I'm gonna go make my shit happen. And so

oh, man. I feel so inspired after I listen. And they're like, not in a cheesy way, but they're like, literally, if I'm driving and I'm listening, I sometimes will pull over because I'm I gotta write something down. Right? You guys said one phrase that really stuck with me. And I was like, oh, that's gonna be an unlock for me, either personally or in my marketing or whatever. Or it's I heard about this idea. I'm not gonna go do that idea, but I'm inspired by that idea. Or you tell the story of some Billy of the week, some guy who's really crushed it or some business that's under the radar that's crushing it, And all of a sudden, I feel like, you know, success is abundant. I'm inspired to go go make my shit happen. I'm not gonna do what they did, but I'm gonna go make my shit happen. And so

45:49

We sell inspiration. That's the first thing. We actually sell one secondary thing, which is have you ever seen that meme of the kid eating cereal next to his TV box?

We sell inspiration. That's the first thing. We actually sell one secondary thing, which is have you ever seen that meme of the kid eating cereal next to his TV box?

45:58

It's, like, three there's three friends on the TV box. And he's just, like, cozied up next to it. It's, like, me and my four friends, but it's just, like Oh, that's awesome. Someone's a photo. And it's basically, like, companionship. And then and people posted before, like, this is me when I listen to podcasts. It's, like, kinda like you're hanging out with your friends. Except for they're not there. You're but it feels that way. And so that's the other thing is, like, for a lot of people who listen, what what I learned was that even more than the the inspiration, the ones that are super sticky, it's advantage of. It's basically my real life friends aren't as nerdy about business as I am, or I live in the middle of nowhere, Iowa, or I'm in Belize, or I'm in, you know, wherever. And

It's, like, three there's three friends on the TV box. And he's just, like, cozied up next to it. It's, like, me and my four friends, but it's just, like Oh, that's awesome. Someone's a photo. And it's basically, like, companionship. And then and people posted before, like, this is me when I listen to podcasts. It's, like, kinda like you're hanging out with your friends. Except for they're not there. You're but it feels that way. And so that's the other thing is, like, for a lot of people who listen, what what I learned was that even more than the the inspiration, the ones that are super sticky, it's advantage of. It's basically my real life friends aren't as nerdy about business as I am, or I live in the middle of nowhere, Iowa, or I'm in Belize, or I'm in, you know, wherever. And

46:34

I don't know six other people that I can hang out with twice a week and just nerd out about business with. And so you guys are basically my substitute for what I what I don't have or don't have the time for in my my day to day life. This was an a a plus segment. Good job. Alright. I dig that. Let me tell you, let me tell you. Let me tell you about something. So I I launched something a couple weeks ago or, a week ago, and I think there's only a thirty percent chance of it working. But I thought I could, like, reveal some of the numbers behind it. So I launched this thing called Sam's list. It's sam's list dot co. Did you see when I when I shared that online the other day? Yeah. I did. Alright. So let me explain the background. So I was at the airport in January, and I had just got an email from my accountant, and it pissed me off that they didn't catch and air that they I thought they should have caught it or caught. And so I tweeted out who has an accountant that they love? I got about three hundred responses.

I don't know six other people that I can hang out with twice a week and just nerd out about business with. And so you guys are basically my substitute for what I what I don't have or don't have the time for in my my day to day life. This was an a a plus segment. Good job. Alright. I dig that. Let me tell you, let me tell you. Let me tell you about something. So I I launched something a couple weeks ago or, a week ago, and I think there's only a thirty percent chance of it working. But I thought I could, like, reveal some of the numbers behind it. So I launched this thing called Sam's list. It's sam's list dot co. Did you see when I when I shared that online the other day? Yeah. I did. Alright. So let me explain the background. So I was at the airport in January, and I had just got an email from my accountant, and it pissed me off that they didn't catch and air that they I thought they should have caught it or caught. And so I tweeted out who has an accountant that they love? I got about three hundred responses.

47:27

And I noticed that tons of people were bookmarking that tweet as if they're gonna come back and hire an accountant, which was on the tweet.

And I noticed that tons of people were bookmarking that tweet as if they're gonna come back and hire an accountant, which was on the tweet.

47:35

And so I thought, you know, I think I could make a thing out of this. And so I hired a developer who works on bubble. Do you know what bubble is? Have you ever used bubble? Yeah. The website builder. Yeah, man. It's awesome. It's like a whole app builder. And so we built this website where we got it was basically, I wanted to create, like,

And so I thought, you know, I think I could make a thing out of this. And so I hired a developer who works on bubble. Do you know what bubble is? Have you ever used bubble? Yeah. The website builder. Yeah, man. It's awesome. It's like a whole app builder. And so we built this website where we got it was basically, I wanted to create, like,

47:52

Yelp for accountants.

Yelp for accountants.

47:54

Like, a place where you can identify a an accountant that's good based off of your friends. And I thought, like, this could be a good idea because when you hire an accountant, you don't really have a place see reviews. You mostly hear about an accountant through word-of-mouth.

Like, a place where you can identify a an accountant that's good based off of your friends. And I thought, like, this could be a good idea because when you hire an accountant, you don't really have a place see reviews. You mostly hear about an accountant through word-of-mouth.

48:05

And if you hire the wrong accountant, it's basically, like, a year that you have to stay with them before you find out that they come sting. So I was like, alright, I'm gonna create this thing. It's called Sam's list. We're gonna build this out. It's gonna be awesome. I spent about fifteen thousand dollars to build it out. And so here's what I did.

And if you hire the wrong accountant, it's basically, like, a year that you have to stay with them before you find out that they come sting. So I was like, alright, I'm gonna create this thing. It's called Sam's list. We're gonna build this out. It's gonna be awesome. I spent about fifteen thousand dollars to build it out. And so here's what I did.

48:19

I got three hundred replies to that tweet. I called all of them. So I got most of them on the phone or some of them via email. And I asked them all types of questions. I asked them how much do they charge? Who the perfect client is?

I got three hundred replies to that tweet. I called all of them. So I got most of them on the phone or some of them via email. And I asked them all types of questions. I asked them how much do they charge? Who the perfect client is?

48:31

Who's the not perfect client? What services are their specialties, things like that as if I was going to hire them. I think you had told me one time when you went to hire an accountant. You created, like, your own data room and you, like, sent it to people, and you're, like, who can handle this best. Well, I I kinda did, like, a thing like that. I put them all on this website on Sam's list, and I it took me a few weeks to get it going. And then I shared it And

Who's the not perfect client? What services are their specialties, things like that as if I was going to hire them. I think you had told me one time when you went to hire an accountant. You created, like, your own data room and you, like, sent it to people, and you're, like, who can handle this best. Well, I I kinda did, like, a thing like that. I put them all on this website on Sam's list, and I it took me a few weeks to get it going. And then I shared it And

48:53

I want this thing to work. I don't think it's going to. Why are you saying that? Is that, like, some weird, humble, like, you're just doing some reverse thing where it's, like, if only

I want this thing to work. I don't think it's going to. Why are you saying that? Is that, like, some weird, humble, like, you're just doing some reverse thing where it's, like, if only

49:02

the community would rally, and they're, like, what are you doing here? Is this reverse psychology? It's not reverse psychology. I'll explain why this will be hard to work. And so here was here, here was my math. My math was basically, if I can get five hundred thousand people a month to come to this website, three percent of them would answer the or would contact an accountant. Somehow, I could charge the accountants a hundred dollars per person I sent to them, per lead that I sent to them. And if that were the case, that would be something like one point five million dollars a month in sales. I figured that would take years to get to, but, like, if I could get to that, that's, like, an interesting thing. Well, I shared it online. In the first week, I got thirteen thousand visits.

the community would rally, and they're, like, what are you doing here? Is this reverse psychology? It's not reverse psychology. I'll explain why this will be hard to work. And so here was here, here was my math. My math was basically, if I can get five hundred thousand people a month to come to this website, three percent of them would answer the or would contact an accountant. Somehow, I could charge the accountants a hundred dollars per person I sent to them, per lead that I sent to them. And if that were the case, that would be something like one point five million dollars a month in sales. I figured that would take years to get to, but, like, if I could get to that, that's, like, an interesting thing. Well, I shared it online. In the first week, I got thirteen thousand visits.

49:42

We made this really cool quiz that where you could, like, say, like, how much revenue you have, do you want this for your business or personal, whatever? And then we would recommend three or four accountants that you like or that could fit your needs. We had six thousand people answer the quiz,

We made this really cool quiz that where you could, like, say, like, how much revenue you have, do you want this for your business or personal, whatever? And then we would recommend three or four accountants that you like or that could fit your needs. We had six thousand people answer the quiz,

49:57

and we also created this feature where you could schedule a meeting right there on the website with that with those accountants that we referred you to.

and we also created this feature where you could schedule a meeting right there on the website with that with those accountants that we referred you to.

50:05

Very few people scheduled appointments and very few people even submitted their information to the accountants. What's very few?

Very few people scheduled appointments and very few people even submitted their information to the accountants. What's very few?

50:12

So we had six thousand people take the quiz in one week. I think we had, like, a hundred or two hundred people like, submit information

So we had six thousand people take the quiz in one week. I think we had, like, a hundred or two hundred people like, submit information

50:19

to the accountant.

to the accountant.

50:21

And but that's not the issue. The issue isn't the user. The issue is accounts are not clamoring for these leads. My like, like, my big learning was that there's a massive and this is for someone who can go and solve this problem. There's a massive shortage of accountants. There's not a,

And but that's not the issue. The issue isn't the user. The issue is accounts are not clamoring for these leads. My like, like, my big learning was that there's a massive and this is for someone who can go and solve this problem. There's a massive shortage of accountants. There's not a,

50:39

shortage of people looking for an accountant. There's a huge shortage of people who are becoming accountants.

shortage of people looking for an accountant. There's a huge shortage of people who are becoming accountants.

50:44

Not only that, the people who are accountants, they don't really wanna, like, row their business to be that large.

Not only that, the people who are accountants, they don't really wanna, like, row their business to be that large.

50:49

And I thought that they'd be dying to get more customers. They're really not, which shocked me. That was like a really big shocker.

And I thought that they'd be dying to get more customers. They're really not, which shocked me. That was like a really big shocker.

50:56

And when I launched this business, I basically copied or I didn't copy. I used have you ever heard of smart asset dot com?

And when I launched this business, I basically copied or I didn't copy. I used have you ever heard of smart asset dot com?

51:04

No.

No.

51:05

So smartasset dot com, I bet you've seen them if you've googled, like, what's California's taxes or California

So smartasset dot com, I bet you've seen them if you've googled, like, what's California's taxes or California

51:11

tax calculator.

tax calculator.

51:12

Well, the reason why they have all that stuff is they're actually doing well, I'm doing what they're doing, but they're doing what what I'm doing for

Well, the reason why they have all that stuff is they're actually doing well, I'm doing what they're doing, but they're doing what what I'm doing for

51:19

CFA. So certified financial planners,

CFA. So certified financial planners,

51:22

or advisors.

or advisors.

51:23

And what they do is you take this quiz and they tell you all, like, you answer all these questions about you know, how old you are if you're retired, if you're not retired, what you're trying to do with your money, are you trying to invest it, or just live off it, whatever. And then they recommend, like, three or four people.

And what they do is you take this quiz and they tell you all, like, you answer all these questions about you know, how old you are if you're retired, if you're not retired, what you're trying to do with your money, are you trying to invest it, or just live off it, whatever. And then they recommend, like, three or four people.

51:36

Who might fit your needs. But what I found on that website is if you click around, they have to tell you how much they're paying per person per lead. And so they actually say if a person has between a million and five million in assets, this advisor is paying seven hundred dollars per lead. If it's over five million, they're paying

Who might fit your needs. But what I found on that website is if you click around, they have to tell you how much they're paying per person per lead. And so they actually say if a person has between a million and five million in assets, this advisor is paying seven hundred dollars per lead. If it's over five million, they're paying

51:54

two hundred fifty just or it gives you, like, a range per, like,

two hundred fifty just or it gives you, like, a range per, like,

51:58

per cost per lead per net worth. And it, like, tells you all, like, how they do their business. I thought I could just replicate it. Turns out

per cost per lead per net worth. And it, like, tells you all, like, how they do their business. I thought I could just replicate it. Turns out

52:06

CPA's aren't, like, dying for business. And so the it's the exact opposite. They're actually overwhelmed with business.

CPA's aren't, like, dying for business. And so the it's the exact opposite. They're actually overwhelmed with business.

52:12

And so that's why I don't think this is actually gonna make a lot of money.

And so that's why I don't think this is actually gonna make a lot of money.

52:16

I think you're wrong. I think there's a need for this. I think that it will do well. I also think you know that, and I think you're No. I don't. I'm gonna shut it. I think you're playing us. Just gonna put it out here. I'm gonna shut it down on May thirtieth.

I think you're wrong. I think there's a need for this. I think that it will do well. I also think you know that, and I think you're No. I don't. I'm gonna shut it. I think you're playing us. Just gonna put it out here. I'm gonna shut it down on May thirtieth.

52:28

No. I went truck on you for a second. That was good. If it doesn't work, if I I'm losing money right now on this. If it doesn't start working by May thirtieth, I'm shutting it down. Like, I'm not gonna invest more money on Don't just give it to me. I'll make this work. This is so easy.

No. I went truck on you for a second. That was good. If it doesn't work, if I I'm losing money right now on this. If it doesn't start working by May thirtieth, I'm shutting it down. Like, I'm not gonna invest more money on Don't just give it to me. I'll make this work. This is so easy.

52:42

You're just being impatient. And it's gonna fail because you're you have a much better business that you're busy with. Called Hampton, and, you should focus on that. That's why this is gonna fail, and that's why this is a bad idea, but otherwise, it's a good idea. Me point out a couple of the product details that I like. And I'm gonna tell you some of the things that you should do differently. So Alright. You could screen share this.

You're just being impatient. And it's gonna fail because you're you have a much better business that you're busy with. Called Hampton, and, you should focus on that. That's why this is gonna fail, and that's why this is a bad idea, but otherwise, it's a good idea. Me point out a couple of the product details that I like. And I'm gonna tell you some of the things that you should do differently. So Alright. You could screen share this.

53:01

Alright. I love when I go to the site, and it pops up the,

Alright. I love when I go to the site, and it pops up the,

53:05

so if I go to the site, it pops up, and it basically is, like, normally where there's a email pop up, but it's, like, no email, no b s, no something. Like, let's go. I was like, okay. Alrighty. I think you should just actually call that out a little more and be like, you know, we wanna help you. We don't need your email address, and then just have a button that says thank god. And then, you know, they hit thank god. It takes them down the funnel. You I love this part that you did where you you read this first.

so if I go to the site, it pops up, and it basically is, like, normally where there's a email pop up, but it's, like, no email, no b s, no something. Like, let's go. I was like, okay. Alrighty. I think you should just actually call that out a little more and be like, you know, we wanna help you. We don't need your email address, and then just have a button that says thank god. And then, you know, they hit thank god. It takes them down the funnel. You I love this part that you did where you you read this first.

53:29

Andy Road, I have this many for twenty four hours. I asked if they have a CPA account and if they that they love, then I called all them. I asked them how much they charge blah blah blah. Why would I do this? Because I'm a nerd and I needed an accountant, I thought, well, how about I make this useful for others blah, blah, blah. That's great. I love how you do that. I love how you put everybody's Twitter profile attached to their name. Nice touch.

Andy Road, I have this many for twenty four hours. I asked if they have a CPA account and if they that they love, then I called all them. I asked them how much they charge blah blah blah. Why would I do this? Because I'm a nerd and I needed an accountant, I thought, well, how about I make this useful for others blah, blah, blah. That's great. I love how you do that. I love how you put everybody's Twitter profile attached to their name. Nice touch.

53:48

Like, your name here, every accountant, you can go see their Twitter, which

Like, your name here, every accountant, you can go see their Twitter, which

53:52

for our market is actually a good idea. You know, most people are more better. But for us, it's cool.

for our market is actually a good idea. You know, most people are more better. But for us, it's cool.

53:59

You should put the prices on the front thing because I think that's, like, makes it a lot more value add to the person coming in. It's like, oh, good.

You should put the prices on the front thing because I think that's, like, makes it a lot more value add to the person coming in. It's like, oh, good.

54:08

These people already went and found what the rates are for these. And you also said, like, I asked them who their sweet spot customer is and

These people already went and found what the rates are for these. And you also said, like, I asked them who their sweet spot customer is and

54:16

blah blah blah. Like, what I can't tell is Like, you know when,

blah blah blah. Like, what I can't tell is Like, you know when,

54:20

you know, when you go to cars and bids and Doug Demorro has the Doug speech bubble and Doug's like, here's what I think.

you know, when you go to cars and bids and Doug Demorro has the Doug speech bubble and Doug's like, here's what I think.

54:27

I think you kinda need to lean into that. I agree. That's a good idea. I don't trust reviews. I trust review. And I really just trust you. And so the question is, like, Can you, you know, not just call them,

I think you kinda need to lean into that. I agree. That's a good idea. I don't trust reviews. I trust review. And I really just trust you. And so the question is, like, Can you, you know, not just call them,

54:39

but call, like, you know, ten of their clients and be like, tell me everything and then end up with one speech bubble that's Sam saying, Talk to them, talk to their clients. Here's roughly what they charge. And, like, you know,

but call, like, you know, ten of their clients and be like, tell me everything and then end up with one speech bubble that's Sam saying, Talk to them, talk to their clients. Here's roughly what they charge. And, like, you know,

54:49

this is, like, you know, people are screaming, endorsing, or they're, like, yeah, it's pretty good. And, like, you know, so I think they're solid, and they seem to specifically help out this type of customer. I think that would make it better. I think that's a good idea. The reason why we haven't I haven't done that yet is I would have to hire someone to help me call those people, and I was like, I need to figure out, does this thing even make money in the first place in order to like, justify all this work. Feel the dreams, baby. If you build it, they will come. Did you see,

this is, like, you know, people are screaming, endorsing, or they're, like, yeah, it's pretty good. And, like, you know, so I think they're solid, and they seem to specifically help out this type of customer. I think that would make it better. I think that's a good idea. The reason why we haven't I haven't done that yet is I would have to hire someone to help me call those people, and I was like, I need to figure out, does this thing even make money in the first place in order to like, justify all this work. Feel the dreams, baby. If you build it, they will come. Did you see,

55:16

so a few things. The design, I liked our design. I just ripped it off We made it look like old Microsoft. And then the image is

so a few things. The design, I liked our design. I just ripped it off We made it look like old Microsoft. And then the image is

55:23

I just copied Clippy. You remember Clippy from Microsoft Word? It's Calky. Because it doesn't make any sense. It's AI. And on the calculator face, it's only four digits. It's a two, it's a five, it's a nine, and a q.

I just copied Clippy. You remember Clippy from Microsoft Word? It's Calky. Because it doesn't make any sense. It's AI. And on the calculator face, it's only four digits. It's a two, it's a five, it's a nine, and a q.

55:38

Yeah. And putting the q in as the last letters.

Yeah. And putting the q in as the last letters.

55:41

The the AI knows something we don't.

The the AI knows something we don't.

55:44

Yeah. And so, anyway, I I thought I'd fill people in on this. I

Yeah. And so, anyway, I I thought I'd fill people in on this. I

55:49

I think I it's hard. I don't wanna be in the business of selling leads to small accountants getting having, like, hundreds and hundreds clients paying me versus I think in order to make this work, you actually what you do is you get someone's information.

I think I it's hard. I don't wanna be in the business of selling leads to small accountants getting having, like, hundreds and hundreds clients paying me versus I think in order to make this work, you actually what you do is you get someone's information.

56:00

And then in order to do lead gen, you usually only have a small amount of very large companies who pay you a large sum per month for a certain amount of leads versus one off. You know what I mean?

And then in order to do lead gen, you usually only have a small amount of very large companies who pay you a large sum per month for a certain amount of leads versus one off. You know what I mean?

56:11

So I'm still trying to figure this shit out, but

So I'm still trying to figure this shit out, but

56:14

we'll see if it works out.

we'll see if it works out.

56:16

Alright. You got anything else already done? No. I'm,

Alright. You got anything else already done? No. I'm,

56:20

You did great. You that was good. Two two bangers.

You did great. You that was good. Two two bangers.

56:25

I just wanna tell my wife when I go downstairs. That was fun. Double banger.

I just wanna tell my wife when I go downstairs. That was fun. Double banger.

56:29

Double banger.

Double banger.

56:32

Alright. That's the pod.

Alright. That's the pod.

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