WEBVTT 00:00:00.000 --> 00:00:02.740 Well, you guys have some of the most important 00:00:02.740 --> 00:00:05.099 superpowers in the business world, in the branding 00:00:05.099 --> 00:00:08.460 world. And so I really appreciate what you're 00:00:08.460 --> 00:00:13.039 up to. I've got a lot of that experience, but 00:00:13.039 --> 00:00:15.460 I don't have the systems. And so I once worked 00:00:15.460 --> 00:00:18.679 with, I don't know if you know Lance Hoke, but 00:00:18.679 --> 00:00:23.039 of Signal Genesis. He has a pretty similar type 00:00:23.039 --> 00:00:27.710 of system. Forgive me if I compare. any kias 00:00:27.710 --> 00:00:29.890 to lamborghinis um right you know i don't want 00:00:29.890 --> 00:00:32.990 to say who's we're right in the middle we're 00:00:32.990 --> 00:00:37.549 nice nissan nice ford somewhere in there right 00:00:37.549 --> 00:00:40.929 um and well i think that the importance is like 00:00:40.929 --> 00:00:43.490 there's just so many there's billions of people 00:00:43.490 --> 00:00:46.009 who need help so it's like lance can't do it 00:00:46.009 --> 00:00:48.350 by himself yeah i think we'd all be down to try 00:00:48.350 --> 00:00:50.890 to do it by ourselves um and the abundance mindset 00:00:50.890 --> 00:00:54.210 is like well let's let's see what compounds and 00:00:54.210 --> 00:00:57.210 adds to it so i haven't used the system in years 00:00:57.210 --> 00:01:00.329 um but because of him um it was his fault i got 00:01:00.329 --> 00:01:02.289 featured in fox and because i got featured in 00:01:02.289 --> 00:01:04.290 fox it was fox's fault that the conservatives 00:01:04.290 --> 00:01:07.329 were like here have some money um and the investors 00:01:07.329 --> 00:01:10.469 didn't care anymore about anything else other 00:01:10.469 --> 00:01:12.469 than hey congratulations you're on fox now we'll 00:01:12.469 --> 00:01:13.950 take this seriously and i was like this is so 00:01:13.950 --> 00:01:16.790 stupid but okay um like at the same time it works 00:01:16.790 --> 00:01:22.290 in our favor so i'm a i do value the the publicity 00:01:22.290 --> 00:01:26.969 side of things. And I also am huge into the world 00:01:26.969 --> 00:01:30.510 of advertising. Um, and most people hate advertising 00:01:30.510 --> 00:01:32.629 and that's because they think it's a money socket. 00:01:32.629 --> 00:01:34.489 It is if you don't reverse engineer, but if you 00:01:34.489 --> 00:01:36.530 reverse engineer, it's like the best thing you 00:01:36.530 --> 00:01:39.650 can possibly do for a brand. Um, and so it's, 00:01:39.650 --> 00:01:45.370 and I say that tongue in cheek, um, it, if you're 00:01:45.370 --> 00:01:47.569 a local gas station, you don't need a website. 00:01:47.730 --> 00:01:51.019 You don't need the advertising. You need good 00:01:51.019 --> 00:01:53.900 service, right? And everybody else will find 00:01:53.900 --> 00:01:56.980 out what you have. But every business is different 00:01:56.980 --> 00:01:59.260 in terms of what they need. But the majority 00:01:59.260 --> 00:02:02.840 of my audience greatly, greatly, greatly wants 00:02:02.840 --> 00:02:07.159 what you have and are preparing for it. Where 00:02:07.159 --> 00:02:11.080 I have a challenge on that is most of them are 00:02:11.080 --> 00:02:14.139 not prepared for the scale they think they are. 00:02:14.360 --> 00:02:17.639 As I've seen so many companies, Austin, implode. 00:02:18.250 --> 00:02:20.490 at the stage of, oh, we're going to go big now. 00:02:20.569 --> 00:02:22.710 No, you're not. You're not even close to ready. 00:02:23.110 --> 00:02:27.530 And so I always, I'm like the e -brake for most 00:02:27.530 --> 00:02:31.069 founders who are alpha and like, screw you guys, 00:02:31.129 --> 00:02:32.729 we're going big. And I'm like, no, you're not. 00:02:32.770 --> 00:02:35.210 I'm stopping you. Or you're firing me. Take your 00:02:35.210 --> 00:02:37.469 pick. Which one? Are we going to save your life 00:02:37.469 --> 00:02:39.849 long -term and put a break in this Lamborghini? 00:02:40.530 --> 00:02:42.650 Or are we going to, or are you going to drive 00:02:42.650 --> 00:02:44.129 off and I'm going to warn your team, get out 00:02:44.129 --> 00:02:48.219 of the car before they do? So that's my... difficult 00:02:48.219 --> 00:02:51.840 role, if you will, as what I do. So my audience, 00:02:52.080 --> 00:02:55.060 I can't wait to dive in with you. I would love 00:02:55.060 --> 00:02:58.020 to ask you if you'd be willing to do a 40 to 00:02:58.020 --> 00:03:00.599 60 minute live session within the next couple 00:03:00.599 --> 00:03:04.379 of months. That way we can pick an actual topic. 00:03:04.759 --> 00:03:07.819 We can dive far more extensively into what it 00:03:07.819 --> 00:03:09.919 is that you're up to and how it can help the 00:03:09.919 --> 00:03:12.800 audience. Today we can record some pre -show 00:03:12.800 --> 00:03:14.960 stuff and some of this can also pull in as bonus 00:03:14.960 --> 00:03:17.560 footage if we want to. But I also want to make 00:03:17.560 --> 00:03:19.840 room for you to ask questions and like observations. 00:03:21.300 --> 00:03:24.919 Love it. And I think you're 100 % on it that 00:03:24.919 --> 00:03:27.699 different businesses need different things. Like 00:03:27.699 --> 00:03:31.400 we kind of look at our, we have a couple others 00:03:31.400 --> 00:03:34.560 growing, but our two main ones are like CPG products 00:03:34.560 --> 00:03:37.759 and personalities. That's what we've lived on 00:03:37.759 --> 00:03:43.159 for a long time. A personality can step in there 00:03:43.159 --> 00:03:45.379 and just get on TV and they'll get the attention. 00:03:45.580 --> 00:03:49.020 They need some kind of offer, but they need a 00:03:49.020 --> 00:03:51.659 lot less than a brand needs. A brand probably 00:03:51.659 --> 00:03:54.379 needs product in the warehouse before they can 00:03:54.379 --> 00:04:02.550 go and get a bunch of media coverage. Yes. There's 00:04:02.550 --> 00:04:07.030 a lot that goes to that. And so, again, I love 00:04:07.030 --> 00:04:08.810 the clarity that you guys have as well. This 00:04:08.810 --> 00:04:12.830 is super rare. We are a starter stage. We love 00:04:12.830 --> 00:04:14.650 to bring on people who are newer with their visions. 00:04:14.830 --> 00:04:16.850 But when I see these types of visions that are 00:04:16.850 --> 00:04:19.149 well articulated and well designed, you've got 00:04:19.149 --> 00:04:21.550 great UX and UI going on, whether it was AI created 00:04:21.550 --> 00:04:24.029 or not. You guys understand certain principles 00:04:24.029 --> 00:04:27.569 about how to... how to build a brand and how 00:04:27.569 --> 00:04:30.410 to position and i love this too you're the number 00:04:30.410 --> 00:04:32.589 one communications firm for purpose -driven brands 00:04:32.589 --> 00:04:35.829 uh purpose -driven is so aligned with what we 00:04:35.829 --> 00:04:38.689 do we've got a program called uh organize latinas 00:04:38.689 --> 00:04:41.629 .com that's opportunities for latinos um and 00:04:41.629 --> 00:04:43.990 i traditionally work with a lot of people from 00:04:43.990 --> 00:04:46.290 central so i live in ecuador um so we work a 00:04:46.290 --> 00:04:48.509 lot of people from central south america and 00:04:48.509 --> 00:04:50.949 um there's a whole workforce down here that's 00:04:51.579 --> 00:04:53.639 the world's completely unaware of and doesn't 00:04:53.639 --> 00:04:55.259 know how to tap into. And they don't know that 00:04:55.259 --> 00:04:57.079 virtual assistant things like they're starting 00:04:57.079 --> 00:04:59.519 to get that. Oh, there's opportunities, but they, 00:04:59.579 --> 00:05:01.040 they still think they're limited by language. 00:05:01.079 --> 00:05:04.240 And then you've got signal Raptor over here with 00:05:04.240 --> 00:05:06.779 what you're building with that too. And, and 00:05:06.779 --> 00:05:10.459 yeah, all this, all this stuff really just intrigues 00:05:10.459 --> 00:05:12.800 me and brings me back to like, wow, you guys 00:05:12.800 --> 00:05:17.160 are building it. Well, you've got a bold, I want 00:05:17.160 --> 00:05:18.720 to be careful. I say it's a bold claim about 00:05:18.720 --> 00:05:20.839 how much you guys are making per month. it's 00:05:20.839 --> 00:05:24.120 not public knowledge so um i i take it with a 00:05:24.120 --> 00:05:27.100 grain of salt but i also don't think you're the 00:05:27.100 --> 00:05:32.060 i shouldn't say i don't think yeah i have no 00:05:32.060 --> 00:05:34.459 reason to doubt what it is that you've what is 00:05:34.459 --> 00:05:36.240 it you guys have accomplished where you're at 00:05:36.240 --> 00:05:39.240 where you're going y 'all aren't trying to um 00:05:39.240 --> 00:05:42.160 mudsling all over the place in your branding 00:05:42.160 --> 00:05:44.759 you're very focused on what you do how you do 00:05:44.759 --> 00:05:47.920 it um why you do it the way you do it and so 00:05:47.920 --> 00:05:51.420 kudos to you guys We've gotten a lot of help 00:05:51.420 --> 00:05:55.139 to get where we are. We're about to hit 10 years. 00:05:55.579 --> 00:05:59.120 It's kind of that 10 -year overnight success 00:05:59.120 --> 00:06:05.259 thing. A couple of things happened. One, we got 00:06:05.259 --> 00:06:09.139 some specific help. I'm sure you've probably 00:06:09.139 --> 00:06:14.379 heard of them, Cardone Community. We did one 00:06:14.379 --> 00:06:16.199 of their things two years ago, and we actually 00:06:16.199 --> 00:06:18.759 started hiring in Brazil about two years ago. 00:06:19.209 --> 00:06:22.389 And both of those were catalysts for the growth 00:06:22.389 --> 00:06:27.970 we've seen over the past two years. And like 00:06:27.970 --> 00:06:31.050 that, it's not slowing down. And we're looking 00:06:31.050 --> 00:06:34.089 at two acquisitions, one that would double our 00:06:34.089 --> 00:06:38.490 agency size, similar size agency. And then the 00:06:38.490 --> 00:06:41.529 other one is a pretty large following, which 00:06:41.529 --> 00:06:44.250 could do wonders. Like the total follower count 00:06:44.250 --> 00:06:46.629 between all the accounts on this business is 00:06:46.629 --> 00:06:50.480 about 20 million. And so that would be like, 00:06:50.540 --> 00:06:53.040 I don't even know how to manage that. Right. 00:06:56.100 --> 00:06:59.379 So we have some cool opportunities and it's cause 00:06:59.379 --> 00:07:02.240 that like, it's just following all the lessons 00:07:02.240 --> 00:07:04.899 that everybody teaches, like have a mentor. We 00:07:04.899 --> 00:07:07.699 have a mentor. We have a couple of communities 00:07:07.699 --> 00:07:11.639 we're part of. We've gotten, we've hammered down 00:07:11.639 --> 00:07:16.250 on messaging, made sure the website works. in 00:07:16.250 --> 00:07:19.790 most places right yeah that's been a brutal like 00:07:19.790 --> 00:07:21.990 two -year design process to get to where it is 00:07:21.990 --> 00:07:25.949 still going yeah i see it i wish ai was where 00:07:25.949 --> 00:07:30.110 it is now when we started that i know man it 00:07:30.110 --> 00:07:32.649 has changed everything yeah and like i'm on the 00:07:32.649 --> 00:07:36.029 open call train right now and so on at nights 00:07:36.029 --> 00:07:39.509 i'm on the mac studio at home uh have you tinkered 00:07:39.509 --> 00:07:44.069 with uh with perplexity's computer yet No, we 00:07:44.069 --> 00:07:47.930 started on some of the cloud stuff. I'd use both, 00:07:48.129 --> 00:07:51.089 by the way, just so you know. I'm agnostic, right? 00:07:51.149 --> 00:07:53.250 It's like, no, no, no. I got all the tools are 00:07:53.250 --> 00:07:56.209 tools. We have subscriptions to just about everything 00:07:56.209 --> 00:08:04.069 in some capacity. I'm loving the Grok API. I 00:08:04.069 --> 00:08:09.529 split test the Grok chat, GPT, and Anthropic 00:08:09.529 --> 00:08:15.079 APIs for open call. And performance -wise, I 00:08:15.079 --> 00:08:17.459 agree with everybody else. The Anthropic one 00:08:17.459 --> 00:08:20.899 is definitely the best. But it's literally 10 00:08:20.899 --> 00:08:24.660 times the cost API tokens -wise as the Grok is 00:08:24.660 --> 00:08:27.579 right now. I'm like, the Grok is not much. And 00:08:27.579 --> 00:08:29.540 I think Grok's better than ChatGPT on the API 00:08:29.540 --> 00:08:34.240 front for 4 .1 versus 5 .2. I haven't tried 5 00:08:34.240 --> 00:08:40.259 .4 yet. Yeah, dude, it's wild what's going on 00:08:40.259 --> 00:08:44.360 in the world. I love it. It is. And I love that 00:08:44.360 --> 00:08:48.720 too. Like those elements. In fact, we're launching 00:08:48.720 --> 00:08:52.419 the AI marketplace this week for first -class 00:08:52.419 --> 00:08:58.379 business. And we're keeping simple. One, we're 00:08:58.379 --> 00:09:00.539 in a far more humble position as a company. You 00:09:00.539 --> 00:09:02.580 know, we're not Grant Cardone. We don't have 00:09:02.580 --> 00:09:04.620 hundreds of millions of dollars to invest towards 00:09:04.620 --> 00:09:11.389 stuff. When you said you're learning through 00:09:11.389 --> 00:09:14.850 Cardone, you meant Grant, right? We did one of 00:09:14.850 --> 00:09:18.049 the Cardone Ventures programs. The Brandon Dawson 00:09:18.049 --> 00:09:24.090 side of it. We did the 360 and we essentially 00:09:24.090 --> 00:09:29.110 doubled our business in 90 days. I'm super glad 00:09:29.110 --> 00:09:33.649 to hear it too, Austin, because I tend to use... 00:09:33.980 --> 00:09:36.299 grant cardone as the poster child of how not 00:09:36.299 --> 00:09:41.320 to lead yeah not in a way of of shaming him it 00:09:41.320 --> 00:09:43.960 often feels like it and if he's got an inferiority 00:09:43.960 --> 00:09:45.759 complex and he absolutely would hate my show 00:09:45.759 --> 00:09:50.080 all of my episodes but if he's got the true leadership 00:09:50.080 --> 00:09:52.840 role and vibe of like oh wait a second i have 00:09:52.840 --> 00:09:56.039 shortcomings too and yeah i can't overcome those 00:09:56.039 --> 00:09:59.340 then whatever i say about it could absolutely 00:09:59.340 --> 00:10:02.460 serve him and his audience but i don't i don't 00:10:02.460 --> 00:10:05.960 i don't tend to go into that circle um but i'm 00:10:05.960 --> 00:10:08.460 glad to see you benefiting from that circle because 00:10:08.460 --> 00:10:10.980 i'm a big fan of the book as a man thinketh by 00:10:10.980 --> 00:10:14.299 james allen and that's what i know about it yeah 00:10:14.299 --> 00:10:16.639 oh and as icing is it's like a pamphlet it's 00:10:16.639 --> 00:10:20.059 so short um and one of his premises that he teaches 00:10:20.059 --> 00:10:24.309 in it is that the rich man who's rich is wealthy 00:10:24.309 --> 00:10:26.990 because of his virtues associated with making 00:10:26.990 --> 00:10:29.690 money um you know he's diligent he's persistent 00:10:29.690 --> 00:10:32.429 he's you know counts as he understands the math 00:10:32.429 --> 00:10:34.830 and the logic and blah blah blah but you know 00:10:34.830 --> 00:10:37.509 he might be suffering on the home front and he 00:10:37.509 --> 00:10:39.149 might be divorced um you know his wife might 00:10:39.149 --> 00:10:40.690 leave him his kids might have a different distant 00:10:40.690 --> 00:10:43.379 relationship from him and it's the vices of his 00:10:43.379 --> 00:10:45.679 life that drive that reality meanwhile the poor 00:10:45.679 --> 00:10:48.100 guy the guy who doesn't have financial victories 00:10:48.100 --> 00:10:51.460 uh well you know what he's inconsistent with 00:10:51.460 --> 00:10:53.220 work and he's unreliable and he doesn't want 00:10:53.220 --> 00:10:54.840 to go in he doesn't want to put in the extra 00:10:54.840 --> 00:10:57.840 hours and at the same time the community loves 00:10:57.840 --> 00:10:59.639 him and his family loves him he's got a great 00:10:59.639 --> 00:11:02.159 relationship with his wife and so uh james allen 00:11:02.159 --> 00:11:04.980 teaches us that your virtues like if you could 00:11:04.980 --> 00:11:07.779 focus on the virtues and not judge the man but 00:11:07.779 --> 00:11:10.340 look at How do I align with the virtues of both? 00:11:10.440 --> 00:11:13.379 Then you can create a more holistic success for 00:11:13.379 --> 00:11:17.519 your own life. And so I tend to, you know, for 00:11:17.519 --> 00:11:21.960 the sake of public figures, point out some of 00:11:21.960 --> 00:11:25.080 Grant's flaws in terms of his absolutism and 00:11:25.080 --> 00:11:28.340 his superlatives. And hey, I'm going to get right 00:11:28.340 --> 00:11:30.259 to that. And then three hours later, he hasn't 00:11:30.259 --> 00:11:32.100 revealed anything about what he said he was going 00:11:32.100 --> 00:11:35.769 to get to. And that's unethical. And FCC will 00:11:35.769 --> 00:11:39.549 come after him eventually for that. But that's 00:11:39.549 --> 00:11:42.409 not again, I feel somewhat bad sometimes because 00:11:42.409 --> 00:11:46.269 I don't mean to paint him as a Hitler. Right. 00:11:46.350 --> 00:11:50.970 I don't mean to villainize him as much as I hope 00:11:50.970 --> 00:11:54.309 that he will optimize because he's got millions 00:11:54.309 --> 00:11:56.169 of people that he's helping and he's doing a 00:11:56.169 --> 00:11:59.629 lot of good things in that process. But it I've 00:11:59.629 --> 00:12:01.649 seen a lot of people suffer through those programs 00:12:01.649 --> 00:12:05.879 and I haven't. seen a story like yours. I've 00:12:05.879 --> 00:12:07.840 seen people who I know that have gone pretty 00:12:07.840 --> 00:12:13.919 big with him, but at the cost of, they don't 00:12:13.919 --> 00:12:16.480 sleep very well. Um, they're, they're not, they're 00:12:16.480 --> 00:12:18.879 not really liking their, their hustling and grinding 00:12:18.879 --> 00:12:22.799 it out. And, um, it's not creating the holistic 00:12:22.799 --> 00:12:28.840 life that they have wanted to achieve. Um, and 00:12:28.840 --> 00:12:31.000 so, but that's also just cause entrepreneurship 00:12:31.000 --> 00:12:33.629 is hard too. It's not Grant's fault. um it's 00:12:33.629 --> 00:12:36.029 what do we do with the mentorship that we get 00:12:36.029 --> 00:12:38.129 and the people that we get so you give me hope 00:12:38.129 --> 00:12:40.649 and you give me a little bit of an inline and 00:12:40.649 --> 00:12:42.610 it's like if you if you hate me too then that 00:12:42.610 --> 00:12:45.230 will get me further from um grant but if you 00:12:45.230 --> 00:12:47.830 end up liking what we do then maybe some of what 00:12:47.830 --> 00:12:51.669 we say or do rubs off on that organization a 00:12:51.669 --> 00:12:53.809 good way because we all man we got eight billion 00:12:53.809 --> 00:12:56.289 people to help in this world you know and grant's 00:12:56.289 --> 00:12:58.309 not touching the surface of that i'm not scratching 00:12:58.309 --> 00:13:01.509 the surface of that um you know not yet but can 00:13:01.509 --> 00:13:05.019 we I think if we all pull our, our great minds 00:13:05.019 --> 00:13:06.899 together and our great hearts together, then 00:13:06.899 --> 00:13:09.759 yeah, I think we can. But that's where it comes 00:13:09.759 --> 00:13:12.279 down. So I gotta be careful not to, not to make 00:13:12.279 --> 00:13:18.259 rain. As we've gotten like deeper into business 00:13:18.259 --> 00:13:21.659 over the years, like everybody has the backend 00:13:21.659 --> 00:13:26.720 so to speak. And everybody at that level knows 00:13:26.720 --> 00:13:29.720 each other. Like the coach that we started with 00:13:29.720 --> 00:13:33.409 was David Meltzer. um is very much on the other 00:13:33.409 --> 00:13:37.190 side um but him and grant know each other uh 00:13:37.190 --> 00:13:38.690 pretty well because they speak together a lot 00:13:38.690 --> 00:13:43.850 and uh it's good to have multiple perspectives 00:13:43.850 --> 00:13:47.250 but yes the thing that i appreciate about grant 00:13:47.250 --> 00:13:49.549 is that he does have the personal fruit stuff 00:13:49.549 --> 00:13:53.889 like the family stuff is like solid there um 00:13:53.889 --> 00:14:02.450 despite his beliefs um sure but the the brand 00:14:02.450 --> 00:14:05.230 inside of it is like business systems and like 00:14:05.230 --> 00:14:08.409 that it's also a place where like if you're not 00:14:08.409 --> 00:14:11.190 ready for it like i would never recommend somebody 00:14:11.190 --> 00:14:14.750 go that route when they're like three or 500k 00:14:14.750 --> 00:14:18.470 it's like uh probably probably get the basics 00:14:18.470 --> 00:14:27.330 down um but i know there gosh there's so much 00:14:29.450 --> 00:14:32.009 there is and with your scale where you guys are 00:14:32.009 --> 00:14:33.809 at i haven't been there personally i've gotten 00:14:33.809 --> 00:14:36.710 to be behind the scenes on it um and so it's 00:14:36.710 --> 00:14:38.830 it's really neat and it's so cool i hope you 00:14:38.830 --> 00:14:42.029 guys enjoy the ride hang on to the family um 00:14:42.029 --> 00:14:44.730 you know keep that part sacred we uh we used 00:14:44.730 --> 00:14:46.690 to be jake larson's right hand man at video power 00:14:46.690 --> 00:14:50.210 marketing uh videopower .com you know what uh 00:14:50.210 --> 00:14:52.970 i don't know him but i've seen the brand uh i 00:14:52.970 --> 00:14:55.769 think i don't know if heather talked to him at 00:14:55.769 --> 00:14:59.720 some point or I've seen documentation somewhere. 00:15:00.080 --> 00:15:02.340 I don't know if that was a sales process or somebody 00:15:02.340 --> 00:15:04.679 we were looking at working with. He's my favorite 00:15:04.679 --> 00:15:08.360 mentor in life by far. He's a family man. He's 00:15:08.360 --> 00:15:10.879 always cared deeply about me and helping me on 00:15:10.879 --> 00:15:14.139 things. I can't thank him enough for all that 00:15:14.139 --> 00:15:16.720 he's done. We were mission companions in Uruguay 00:15:16.720 --> 00:15:20.500 years ago. Later on, he calls me up and he says, 00:15:20.580 --> 00:15:22.279 Jackson, you're the most critical person I've 00:15:22.279 --> 00:15:25.240 ever met in my life. I need your feedback. I 00:15:25.240 --> 00:15:28.039 was like, that is the worst thing I've ever heard 00:15:28.039 --> 00:15:30.440 somebody tell me. I was like, I don't want to 00:15:30.440 --> 00:15:31.740 give you feedback. You're right. I was awful. 00:15:32.399 --> 00:15:34.340 And so he's like, no, no, no. I'm launching this 00:15:34.340 --> 00:15:36.519 brand and I've got a baby duo and you're the 00:15:36.519 --> 00:15:38.559 only entrepreneur I know who will shoot me straight. 00:15:38.659 --> 00:15:41.379 Should I do this? And so the founder of YouTube 00:15:41.379 --> 00:15:43.259 had asked him to represent YouTube ads before 00:15:43.259 --> 00:15:45.759 it launched. He was one of 10 ambassadors. And 00:15:45.759 --> 00:15:49.259 they were the reason why if the ad sucks, you 00:15:49.259 --> 00:15:51.460 should be able to skip it in five seconds. And 00:15:51.460 --> 00:15:53.919 so he went on and launched a brand. Ryan Dice 00:15:53.919 --> 00:15:55.600 put him on stage, called him the YouTube addicts 00:15:55.600 --> 00:15:58.000 for the world. And the rest was history. I joined 00:15:58.000 --> 00:16:01.799 him a couple of years later and he's like, you 00:16:01.799 --> 00:16:03.700 know, I'm helping him with infrastructure. And, 00:16:03.759 --> 00:16:06.500 and, and I basically begged him for a job. He 00:16:06.500 --> 00:16:09.080 flew me out, said yes. And he said, how do we 00:16:09.080 --> 00:16:11.000 do this? I was like, I don't know. But here's 00:16:11.000 --> 00:16:13.500 what I think we should do. You be mom of the 00:16:13.500 --> 00:16:16.179 company and I'll be dad of the company. Everybody 00:16:16.179 --> 00:16:17.919 needs to love you, Jake. You got a great charismatic 00:16:17.919 --> 00:16:20.399 personality. I'm going to make sure people are 00:16:20.399 --> 00:16:22.480 accountable. And when they get mad at me. you 00:16:22.480 --> 00:16:25.120 got to have my back. And if we have to fire some 00:16:25.120 --> 00:16:26.860 people, we have to fire some people. But my goal 00:16:26.860 --> 00:16:28.840 would be to make them executives. So we agreed 00:16:28.840 --> 00:16:30.460 to that. We went in the room. We had two interns, 00:16:30.759 --> 00:16:33.500 70 ,000 people a month coming to his brand. And 00:16:33.500 --> 00:16:35.320 I told them, I said, guys, Jake needs to be doing 00:16:35.320 --> 00:16:38.559 three things. He needs to be playing golf. That's 00:16:38.559 --> 00:16:40.759 where he's meeting with executives and getting 00:16:40.759 --> 00:16:42.940 deals. Two, he needs to be speaking on as many 00:16:42.940 --> 00:16:46.179 stages and podcasts as possible. And three, he 00:16:46.179 --> 00:16:48.120 needs to be playing the jazz piano at those events. 00:16:48.860 --> 00:16:50.500 When Jake does that, people fall in love with 00:16:50.500 --> 00:16:53.009 him. um everything else operationally we have 00:16:53.009 --> 00:16:55.029 to learn how to maintain you all have to teach 00:16:55.029 --> 00:16:58.210 me how to help you guys do that and so um jake's 00:16:58.210 --> 00:17:01.970 after that you know he's he says uh jackson watch 00:17:01.970 --> 00:17:04.609 this uh video from this guy named uh russell 00:17:04.609 --> 00:17:07.670 brenson and one of our clients johnny dumas entrepreneur 00:17:07.670 --> 00:17:09.490 fire you gotta watch this episode they'll teach 00:17:09.490 --> 00:17:11.390 you about these things called funnels this is 00:17:11.390 --> 00:17:17.240 2013 or so and it's good Yeah. So I'm watching 00:17:17.240 --> 00:17:20.039 the potato gun thing and I'm taking like 90 screenshots 00:17:20.039 --> 00:17:22.119 in this thing. I'm like, holy freaking crap. 00:17:22.259 --> 00:17:24.460 Why didn't I get to learn this from my startups? 00:17:24.900 --> 00:17:27.519 You know, we did all things the hard way. But 00:17:27.519 --> 00:17:31.140 yeah, we so that that gave me an introduction. 00:17:31.140 --> 00:17:33.180 And then he said, now take this playbook thing 00:17:33.180 --> 00:17:34.900 that Dan Martell gave us. He's another one of 00:17:34.900 --> 00:17:37.680 our clients. You know, and so I so I was like, 00:17:37.779 --> 00:17:41.039 yeah, OK, $2 ,000 course for free. Sure. You 00:17:41.039 --> 00:17:42.900 know, procedures, resource templates. Got it. 00:17:42.960 --> 00:17:48.470 All right. And then. We had Ryan Blair come on 00:17:48.470 --> 00:17:50.349 board and he brought Lewis Howes. Lewis Howes 00:17:50.349 --> 00:17:52.130 came on board, then Michael Hyatt, then T. Harv 00:17:52.130 --> 00:17:54.690 Ecker, then Billy Jean and all these funnels. 00:17:54.849 --> 00:17:58.029 I was there, dumber than dirt for digital marketing 00:17:58.029 --> 00:18:00.970 stuff, learning and opting in and seeing that, 00:18:01.109 --> 00:18:03.549 but helping with the infrastructure. I didn't 00:18:03.549 --> 00:18:05.309 even know what an integrator was and I was doing 00:18:05.309 --> 00:18:12.700 that for him. And it was such a great... It was 00:18:12.700 --> 00:18:15.059 all these, these companies spent $10 ,000 minimum 00:18:15.059 --> 00:18:17.599 on YouTube ads. They were spending a hundred 00:18:17.599 --> 00:18:19.420 thousand on Facebook. Um, you know, they were 00:18:19.420 --> 00:18:22.059 spending 50 ,000 on traditional marketing. Um, 00:18:22.119 --> 00:18:24.380 and so watching how they made the decisions, 00:18:24.579 --> 00:18:27.779 how learning all the little acronyms, like what 00:18:27.779 --> 00:18:31.259 was AOV and how does lifetime value work and, 00:18:31.259 --> 00:18:34.299 and figuring out attribution and all that stuff 00:18:34.299 --> 00:18:37.930 like it, it gave me an inside peek. into things 00:18:37.930 --> 00:18:39.589 that were like, I mean, we were, our NordicTrack 00:18:39.589 --> 00:18:42.150 campaign, we spent 15 ,000 on ads and they made 00:18:42.150 --> 00:18:46.289 $430 ,000 in sales within two weeks. And that 00:18:46.289 --> 00:18:48.369 was through direct conversion. And I asked Jake, 00:18:48.430 --> 00:18:51.470 I said, yeah, so Jake's at a conference. You're 00:18:51.470 --> 00:18:52.910 going to love this. We did a conference speaking 00:18:52.910 --> 00:18:54.890 on stage and somebody says, Jake, is that ROI 00:18:54.890 --> 00:18:57.890 or ROAS? And his slide said ROI. And he thought 00:18:57.890 --> 00:19:02.009 about it and he goes, ROAS. And this dude almost 00:19:02.009 --> 00:19:04.750 like slammed his journal shut, like pissed. And 00:19:04.750 --> 00:19:06.630 I saw like 15 people in the audience that were 00:19:06.630 --> 00:19:08.950 so upset because Jake was wrong about it. And 00:19:08.950 --> 00:19:12.150 I'm taking pictures and I'm going, what the heck 00:19:12.150 --> 00:19:16.029 is ROAS? I'm like, I had no idea. And so, but 00:19:16.029 --> 00:19:18.369 it got me intrigued. And so I started learning 00:19:18.369 --> 00:19:22.269 about attribution. And I went back to Jake after 00:19:22.269 --> 00:19:24.690 like a week of research and because we didn't 00:19:24.690 --> 00:19:29.740 have AI. And I was like, hey, Jake. there's a 00:19:29.740 --> 00:19:33.000 phone number on that ad. Do we know how many 00:19:33.000 --> 00:19:35.420 people called in and bought? Because that's probably 00:19:35.420 --> 00:19:37.099 what everybody, nobody was clicking on YouTube 00:19:37.099 --> 00:19:39.400 ads back then. And he said, we don't know how 00:19:39.400 --> 00:19:42.640 to track that. And I was like, you've got to 00:19:42.640 --> 00:19:45.980 be kidding me. That's over half the sales. Yeah. 00:19:46.059 --> 00:19:49.059 Oh my gosh. Easily. Like probably 80%. And, and 00:19:49.059 --> 00:19:50.579 then I was like, what about, okay, okay. New 00:19:50.579 --> 00:19:54.180 scenario, Jake. I saw the ad on my phone, but 00:19:54.180 --> 00:19:57.519 I decided to go to my computer. Yeah. Can we 00:19:57.519 --> 00:20:01.599 track that? No, we can't. I'm like, we couldn't 00:20:01.599 --> 00:20:03.640 track anything. And I was like, this is crazy. 00:20:03.859 --> 00:20:06.279 I was like, what are we doing? Anyway, that the 00:20:06.279 --> 00:20:09.220 whole process just lit my mind on fire with like, 00:20:09.299 --> 00:20:11.980 oh, my gosh, we're promoting a 32 to one return 00:20:11.980 --> 00:20:15.140 on an ad that probably got a 300 to one return. 00:20:16.279 --> 00:20:18.480 And we can't see it. And so we can't claim it. 00:20:18.920 --> 00:20:21.240 I was like, no, we got to fix this. And so I 00:20:21.240 --> 00:20:24.000 got really obsessed with fixing attribution models 00:20:24.000 --> 00:20:25.960 and realizing just how stupid attribution models 00:20:25.960 --> 00:20:29.700 are. Now, I would say like entrepreneurs are 00:20:29.700 --> 00:20:32.420 addicted to cocaine. I mean, conversions. And 00:20:32.420 --> 00:20:36.819 until they stop with that addiction, they're 00:20:36.819 --> 00:20:38.460 not going to understand the value of awareness. 00:20:38.640 --> 00:20:42.099 And Austin Holmes, publicity for good, champion 00:20:42.099 --> 00:20:45.940 of awareness and branding and positioning. It's 00:20:45.940 --> 00:20:47.779 like, no, no, no. Like we we want to have that 00:20:47.779 --> 00:20:50.579 and the conversions, of course. We also want 00:20:50.579 --> 00:20:52.900 to have a balance of our messaging that continues 00:20:52.900 --> 00:20:55.140 to cultivate new relationships while nurturing 00:20:55.140 --> 00:20:58.730 for those exist. So, yeah, I'm hook, line, and 00:20:58.730 --> 00:21:00.829 sinker excited about what we do. That's what 00:21:00.829 --> 00:21:02.769 we're trying to do with Raptor is trying to bridge 00:21:02.769 --> 00:21:06.569 that gap between the conversion tracking and 00:21:06.569 --> 00:21:09.910 the actual brand management. And it is a massive 00:21:09.910 --> 00:21:14.809 gap. AI is making it easier. Well, it's still 00:21:14.809 --> 00:21:17.269 not. Here's the challenge on that, though. From 00:21:17.269 --> 00:21:19.670 my professional opinion on it, which take it 00:21:19.670 --> 00:21:23.029 with a grain of salt, I think it's the greatest 00:21:23.029 --> 00:21:27.150 trap. that entrepreneurs fall into because, and 00:21:27.150 --> 00:21:29.089 this happened, I'll give you the example of Laserway. 00:21:29.670 --> 00:21:31.930 Laserway was super addicted to it. They had eight 00:21:31.930 --> 00:21:34.250 locations. They had spent a hundred thousand 00:21:34.250 --> 00:21:35.890 dollars on their YouTube channel before working 00:21:35.890 --> 00:21:38.109 with us. They came in and we told them the same 00:21:38.109 --> 00:21:39.990 thing we told every client. Okay. For three, 00:21:39.990 --> 00:21:42.890 three months, first month is implementation. 00:21:43.130 --> 00:21:45.130 Second month is optimization. Third month we're 00:21:45.130 --> 00:21:48.049 scaling. We almost always did it in three weeks. 00:21:48.130 --> 00:21:50.329 Oh my God. Did not take that long to figure it 00:21:50.329 --> 00:21:52.859 out with these budgets. Here we are in month 00:21:52.859 --> 00:21:55.019 three and we tried everything. We're like, oh, 00:21:55.019 --> 00:21:59.859 my gosh. And so we changed the ad, the offer 00:21:59.859 --> 00:22:03.759 to 75 percent off Groupon style. And that completely 00:22:03.759 --> 00:22:06.480 exploded the ability to kind of start to expand. 00:22:06.859 --> 00:22:10.000 But we couldn't expand the ad budget and we couldn't 00:22:10.000 --> 00:22:11.700 figure out why. OK, we're hitting the entire 00:22:11.700 --> 00:22:15.589 market based on the. uh cost per acquisition 00:22:15.589 --> 00:22:18.049 that the client wanted to hit and i was in the 00:22:18.049 --> 00:22:19.809 middle of this attribution study right at that 00:22:19.809 --> 00:22:22.069 time and so i jumped on a call with todd the 00:22:22.069 --> 00:22:23.910 founder and jake and i said okay guys listen 00:22:23.910 --> 00:22:28.529 i said i think my hypothesis is we are being 00:22:28.529 --> 00:22:32.269 way too stingy with proving cost per acquisition 00:22:32.269 --> 00:22:35.670 and here's how i'll prove it to you todd todd 00:22:35.670 --> 00:22:39.009 have you ever bought um a kickstarter or crowdfunding 00:22:39.009 --> 00:22:42.170 thing before and he said yes and i was so grateful 00:22:42.170 --> 00:22:45.730 to ruin my whole pitch um and uh i was like okay 00:22:45.730 --> 00:22:48.910 on that kickstarter that you purchased when you 00:22:48.910 --> 00:22:51.069 went to the kickstarter page there was a was 00:22:51.069 --> 00:22:55.569 there a video on that page and he said yes there 00:22:55.569 --> 00:22:58.130 was a video i said would you have bought if there 00:22:58.130 --> 00:23:03.430 wasn't a video at all no never okay next question 00:23:03.430 --> 00:23:07.140 was the video next to the call to action Or did 00:23:07.140 --> 00:23:09.400 you have to click on the video in order to get 00:23:09.400 --> 00:23:12.920 to the call to action? No, it's next to on those 00:23:12.920 --> 00:23:16.319 pages. I said, so in other words, Todd, me as 00:23:16.319 --> 00:23:18.539 the founder of that Kickstarter campaign, I have 00:23:18.539 --> 00:23:22.160 no provable evidence whatsoever that that video 00:23:22.160 --> 00:23:26.180 influenced your conversion. But you're telling 00:23:26.180 --> 00:23:27.700 me that you wouldn't have bought without the 00:23:27.700 --> 00:23:31.259 video being there. So the same is true with people 00:23:31.259 --> 00:23:33.819 who are coming to your YouTube ads. You don't 00:23:33.819 --> 00:23:36.019 know who's coming in, seeing it, and then just 00:23:36.019 --> 00:23:38.220 come straight in as a walk into your office because 00:23:38.220 --> 00:23:39.799 they happen to be near it. You don't know who's 00:23:39.799 --> 00:23:41.539 sharing that with a friend and the friend decides 00:23:41.539 --> 00:23:43.940 to go because of it. You can't see those things. 00:23:44.039 --> 00:23:46.539 So if you keep your cost per acquisition where 00:23:46.539 --> 00:23:48.640 it's at, you're going to cannibalize your own 00:23:48.640 --> 00:23:51.420 brand. And he said, well, what do I change my 00:23:51.420 --> 00:23:53.440 cost per acquisition to? And I said, you're the 00:23:53.440 --> 00:23:55.559 founder. That's your call. I can't make that 00:23:55.559 --> 00:23:57.599 call for you. You have to decide how aggressive 00:23:57.599 --> 00:23:59.680 you want to get with it. So he ended up cutting 00:23:59.680 --> 00:24:02.440 it from 125 down to 75. He made a pretty aggressive 00:24:02.440 --> 00:24:05.460 move. And within two years, they were at 40 locations 00:24:05.460 --> 00:24:08.019 nationwide. I don't know how much that had the 00:24:08.019 --> 00:24:10.680 full impact. I never did ask or find out. But 00:24:10.680 --> 00:24:16.000 Facebook advertises on TV and on radio. Google 00:24:16.000 --> 00:24:20.980 advertises on TV and radio. Geico, Allstate, 00:24:21.059 --> 00:24:23.180 all these brands that are crushing it with billions 00:24:23.180 --> 00:24:26.049 of dollars. All of them understand the power 00:24:26.049 --> 00:24:28.210 of branding and awareness. And sure, some geeks 00:24:28.210 --> 00:24:30.930 trying to figure out how to put all the attribution 00:24:30.930 --> 00:24:33.390 stuff together. But at the end of the day, they 00:24:33.390 --> 00:24:36.359 don't allow that to hold themselves back. Thank 00:24:36.359 --> 00:24:38.319 you for being here today. I'm really happy that 00:24:38.319 --> 00:24:40.339 you tuned in to Vision Pros Live. I'm looking 00:24:40.339 --> 00:24:43.599 forward to seeing your reactions as these episodes 00:24:43.599 --> 00:24:45.400 continue to move forward. This is going to get 00:24:45.400 --> 00:24:47.980 more and more fun. We'll have more and more engagement 00:24:47.980 --> 00:24:50.099 as well. We'll invite people to participate in 00:24:50.099 --> 00:24:52.279 the show and thank you for giving us your time 00:24:52.279 --> 00:24:54.579 and attention. Have an excellent time building 00:24:54.579 --> 00:24:56.920 out your vision and becoming a vision pro yourself.