0 To Millionaire Maker: Creating The Blueprint For A Real Business w/ Max Kerwick

Hey, capitalists, settle in. We've got a special episode here today. We're sharing a podcast from the Brand Builder Podcast with our host, Max Kerwick. Now, Max is one of the world's best brand strategists who has spoken on our stage and leads workshops at our events. If you're not already subscribed, head on over to the Brand Builder Podcast. It's a separate show we produce over here@capitalism.com for exclusive interviews and case studies for Max. You can apply right away to building your own brand. All right, onto the show.

Hey, and welcome back to this week's episode of the Brand Builder Podcast. I'm your host, Max Kerwick. And the past couple weeks I've spent a lot of time and energy talking about building a brand in a pandemic. And as long as this is going on, which it seems like it's going to be going on for a while, I'm going to be talking about that a lot because I think that there are huge implications economically in terms of consumer behavior and how that's going to change. And I want to keep my finger on the pulse of that. And I want to share as much as what I learn with you guys so that you can, you can implement it in your business. But for this week, I want to take a little break from that and I want to share an interview with you with Ryan Moran, who is the founder owner of capitalism.com, really successful e commerce entrepreneur friend of mine and former host on this podcast. He just released a book called 12 Months to 1 Million, which if you haven't read it, is absolutely fantastic, really lays out the blueprint for how to build a sustainable, profitable E commerce business. And really the principles apply to businesses beyond E commerce as well. And so I think it's really helpful for pretty much anyone, pretty much anyone who considers themselves an entrepreneur, pretty much anyone who is trying to build a true kind of profitable business asset. And this interview is a lot of fun. Hope you guys enjoy it. If you have any questions for me or for Ryan, reach out to me. Maxandbuilderstrategy.com so without further ado, here's my interview with Ryan Daniel Moran. Welcome to the Brand Builder podcast presented by capitalism.com I'm Max Kerwick and I advise physical product brands on identifying their most profitable customers, finding their most compelling brand story, and scaling that brand as quickly as possible. A physical product brand is arguably the most predictable path to a seven figure business. I advise those brands scaling to seven, eight figures and beyond on how to build scale across all different channels and eventually sell for the highest multiple possible. The show goes behind those brands, tracks their success and hands you the keys to what's working. Let's dive in. Hey, brand builders. Welcome back to this week's episode of the Brand Builder podcast. I have a very special guest this week, OG podcast host and recently best selling book author, Ryan Daniel Moran. Ryan, how are you doing today?

It's kind of surreal to have that kind of an intro. OG podcaster of this show.

Yeah, it's the first time you've been introduced like that. Right?

This is unique times. Yes.

Well, we're so happy to have you back on the show. Obviously you and I talk a lot, but it's been a while since our listeners have heard your lovely voice. So you've done a couple things since the last time you were on the show. Do you want to talk about your book a little bit?

Well, I thought you were going to say I made a human, which is.

Did make a human.

That's awesome.

Yeah. How is that little human? How is that second little human?

You know, the second one was, I was told that two is ten times harder than just having one. And we've experienced the opposite.

Our second, it was so much easier. So much easier. And most of that is personality because he's chill, he's smiley, he's happy and so he's just been a much better baby. So we're all doing well.

Yeah. That's awesome, man. So glad to hear it. And your second baby, the book that you released, tell me about that. How has it been? How does it feel to be a best selling author?

I'm honestly just so proud of the book, Max. And it's one of those things that is so easy for me to talk about and sell because I just know the impact it's going to have on someone. And there was someone who asked me, well, what's your business model behind the book? Like, what's the funnel behind it? I'm like, I wrote a great book. That's the strategy behind the book. And you know, Eckhart Tolle, Mark Manson, they don't have funnels behind their books. They write great books.

I love it. I love it.

That was the strategy.

Well, it's refreshing too because you know, so many books, I mean, I think a lot of people see the book as kind of like the modern business card or kind of the modern effective business card. You know, you can leave that on the table and it brings credibility and all that kind of stuff. But Then when you actually dig into these books, they're, you know, the content's pretty fluffy, and it's pretty light, and there's not a ton of value there. And even if it's wrapped up in a good package, you know, it's just kind of like, okay, clearly this is just designed to. To convert me as a client.

So I want to dive into the book kind of in detail, because I think obviously it just came out. Even though it's been selling great, you've been getting a lot of great feedback. I think a lot of people probably want to learn more about it. But before we do that, I want to kind of just dig into your story a little bit. I know you've been an entrepreneur basically since you were still in college, right? I mean, you started.

So for anyone that doesn't know, I'd love to just kind of give the 90 seconds on kind of like, what was your personal entrepreneurial journey that led you to write this book?

That's a great question. And I tell the story about when I was nine years old, my mom bought me Zillions magazine, which was Consumer Reports for kids. And it would talk about toy reviews, and it would talk about summer jobs, and it would talk about.

Going back to school, and it was reviewing backpacks, and I loved it. It came every two months, and I read it same day every time. And there was an article about how kids were making money in summer jobs, or I forget how. And I remember that there was an article about a kid who had made $30 by buying stocks. I didn't know what a stock was, so I went to my mom and I said, mom, I want to start buying stocks. And I expected her to say, no, you don't want to do that. That's a scam. Because all my other crazy ideas were just crazy ideas, right? And I was the kid who shoveled snow. I traded baseball cards. I know Gary Vaynerchuk kind of has a monopoly on that story point, but what. One of the things I did was I made these booklets from my parents that was like, clean the bathroom, $1.15.

Here are my services, and here's how much it costs.

That's exactly right. That is exactly right. And it was, if you. If you buy a toilet scrub and a car wash together, you got 20% off.

I mean, this.

This was what I was doing when I was 7 and 8 years old.

Love it.

And so when my mom responded by saying, I think that's a great idea for you to buy stocks, I went, hmm.

So There must be something to this. And so my entrepreneurial career was coming out of the womb. It's just in my blood. There was never a doubt in my mind that I was not going to do things a little bit differently than everyone else around me. Career day and career assessment tests were hard for me because they told me I should be a stock trader or that I should follow a traditional path. It was really frustrating for me, and I went the route at 18 of finding Internet marketing. And I figured that it would be a way for me to pay for my real estate business, which is what I really wanted to do. I wanted to be an investor. I wanted to buy real estate. I wanted to buy stocks. I wanted to be a local tycoon, if you will.

Okay, great.

But I fell so in love with the business side of the emerging Internet that it's led me to where we are now. And so that is the background of it being in my blood. The first. I can't even call it a business. I'll just say the first real money that I ever made was by building small blogs, getting them to rank for keywords on Google, selling affiliate products. And I was making 200 grand a year from my college dorm room and started doing speeches on Internet marketing. I remember. This is funny, man. I don't think I've ever told this story. There was a day in college that this marketing team came and gave a presentation in our marketing class. And our assignment was to create a marketing plan for this marketing firm. And I did my own Google research and found out that they had a very, very authoritative domain name, but their SEO was terrible. And I gave this presentation in front of a whole group about how they could optimize their positioning in Google by leveraging the authority of their domain name. I'm 20 years old and no one had any idea what the heck I was talking about. They did not have a clue. In fact, specifically, this marketing team wrote a rebuttal to my presentation about why it was a flawed premise and behind the times. And I don't think that. I don't know if that company is still in business.

Yeah, they're probably not doing that. Well, if they are, this is probably what, you know, kind of like late 2000s, like kind of 2000.

That was 2007, right before the economic crash.

Okay, that makes sense. Love it.

And then from there, you graduated to physical products. Correct. Was that kind of the journey or was there another step there in between your SEO affiliate days?

It wasn't quite that smooth of a transition. I should probably tell the story more of the real crisis that happened in the years that I graduated college because I was making a few hundred grand from a college dorm room I had.

At 24, 25, paid off my student loans by clicking a button, had a few hundred grand in the bank, and then it kind of all went away, and I was back at not quite zero. But in terms of the business and what I thought, me thinking that I was the golden child and everything I touched could turn to gold. Seeing it can all melt and go away.

Was shattering to my ego. And it was actually, that was the portal for me to do all the kind of personal development work I talk about on the podcast or share publicly. It was the beginning of kind of my journey inward, but also my journey to figure out, okay, I know I have this skill set. I know that I know a few things, WTF do I do now? And there was about a year on which I took on some copywriting clients, some SEO clients, and was just kind of making enough, paying myself with enough time to figure out what I was going to do next. And then it was in 2013, and I skipped a whole bunch of weird stories about girls I dated. But we all have those. Yeah, in 2013, because of one of some weird experiences, I said I need to change a scenery. I moved to Austin, Texas, and I did two things. I started a podcast, and I decided that I was gonna take my skillset to what I called real businesses. And real businesses, to me meant selling real physical products. And I partnered with Matt Davis, who I talk about in the book, and I applied. He was operator of the business, and I brought my skillset and relationships to the table, and together we were rocket fuel. And that was the beginning of the physical products businesses. When that peaked or not peaked, but when it caught fire, I fired my clients, which was weird. I turned off that income stream and went full throttle into, we'll just call it E Commerce. I still don't think of myself as a physical product guy.

I'm just a businessman. And that was where I hit my first pay dirt, was in Amazon and physical products. Got it.

Okay, so talk to me about the thesis of the book. I mean, I love the story of kind of coming out of the womb with that kind of entrepreneurial, you know, instincts and disposition and all that kind of stuff. But, you know, entrepreneurship is still hard. And as your story, you know, kind of shows, there's. There's definitely kind of ups and downs and stuff like that. But I know that, you know, just we've been friends for a long time now. And I've worked with you in workshop settings and met a lot of your students. You really do have a formula that kind of simplifies this and makes it more accessible to a lot of people. So talk to me about kind of the thesis of the book and why it became so important for you to kind of put the that out in.

The world.

In 2015 or 16. I was trying to write a book on freedom and personal responsibility and I met with a book agent who said, I know what your problem is. You're trying to write a memoir, you're not trying to write a book. Said a book exists to take someone from point A to point B and that's it. And you're trying to put all of your life lessons into one book. He said, what's the biggest transformation that your audience needs? And I said, oh, I'm the zero to a million guy. He's like, I can smash that. That's like, it's too easy, Max. It was what, you know, you and I in our personal lives have kind of talked about that idea of how easy, how easy it is to overthink things and make things hard and how the real good ideas almost seem obvious and so we overlook them. And when I started to map out the transformation I wanted my audience to have, I was kind of known in our circle for creating those three stages to a million dollars, those three four month stages that when you follow through them, you have a pretty damn good shot of building a seven figure business. And as long as you go through them in order and you do them well and you take the whole year to go through that process. And that's why however many hundreds of people have come through our pipeline and built seven figure businesses and had crazy exits and had all this success. Because if you can get somebody in that 12 month period to go through the process and follow those steps and to do that work, then the results are kind of inevitable, they're kind of obvious. And so the impetus of the book was to take all of the podcasts, all the case studies, all the videos, all the life experience, all the relationships that I had, and simplify it into a year long sprint that was well organized and easy to follow, which I had never done before. I had made videos about this video about this podcast, about this, interviews about this. That person was good at that case study. And I also hadn't updated the strategy based on the last five years of what had been developed or updated since then. And so wrapping that all into a wrapper of a 1:12 month plan with case studies and examples. Just seemed like somebody could not read that and not have their lives transformed. And I, and I believe that to be true.

Awesome. Awesome. Yeah. I mean, I think that's great. And I do like, I mean just the simplicity of. Okay, here's 12 months and here's kind of the plan that you think follow. I love that. And I think that that does have simplicity. Creates more power to change people's lives. I think when it's not, it's not some sort of, you know, peace in the Economist or something like that. But who. Who is the book for? Like who. Who did you design this for? Who is going to get that transformation? Who's going to get the most out of this? Like, who did you design this around?

Yeah. This book is made for the person who has been evaluating different opportunities and different options and is ready to take all of that and move towards a very specific goal. This is really written for the person who can't help but do anything except be an entrepreneur. When I was in college, I was declared a Christian ministry major. I thought I was going to be a pastor. And my first, I think it was my intro to Intro to Worship. It might have been class.

There was a teacher named Constance Cherry and she said to the class, if you can do anything else.

Except being a pastor and still be happy, please go do that other thing. Because the amount of dedication that it will take in order to be active in your church and leading an organization like that with as little recognition and pay as you will get requires a certain level of calling on your life. We called it in the church. And that was exactly how I felt about being an entrepreneur. And I shadowed a pastor in college. His name was Darren Campbell. And Darren was a. What do they call it? A bi. What do they call it?

There's a term for it in the church of when you have a. You're a full time pastor, but you also have a job. Bi, vocational, that's it. Pastor. And he actually ran the bookstores in town. And he was well known for being a businessman. And he was the lead Pastor of Exit 59 Church in Grant County, Indiana. And he was who I shadowed intentionally because I saw this entrepreneur who was also a pastor. But the truth was.

I could be an entrepreneur and give up being a pastor. I could not be a pastor and give up being an entrepreneur. And it was kind of the moment that I realized I could do nothing else and be happy. This book is written for that person who might not have the same Exact set of experience as me, but that same sense of understanding that there's something more in me that requires that I go down this road. And you and I have both experienced and met people along the way who say they want to be entrepreneurs. What they really want is money or status or what we might call freedom. And all that's awesome. But this book is written to empower the person who knows that even if they had a big pile of money, they're still looking for the next cool idea that, to me, is an entrepreneur.

I love that. I mean, I totally agree with you. I mean, 100%. And I think that's why we started this podcast in the first place, is there are people out there who are just looking for personal financial freedom. And I think that's great, and I think that's highly noble cause and will allow people to. To spend more time with their families and things like that. But for the creators, for the people who are actually trying to build something of value to them, of value to customers, of value to the world at large, I mean, those are the people that kind of have my highest degree of respect and the ones that have the hardest journey. And so I think having a blueprint like this written for those people is very important.

Speaking of, you know, kind of important, you know, entrepreneurship is kind of. It's at the core of your story. It's at the core of what drives you. It's the core of this book.

Why, I mean, why now more than ever is entrepreneurship so important? Why is it? Why? What, what makes it like, what makes it a power that's going to change the market and all that kind of stuff?

It's actually more about how it changes the person. And we need more of the type of people that entrepreneurship cultivates than ever before. You can't be an entrepreneur and not take absolute responsibility for the results that you get.

I was having a conversation yesterday about how when you work for someone else, you can always blame whoever is above you. You can always say, my boss sucked. You can say, the corporate didn't understand, the board didn't approve. But when you are completely held responsible by your customer, there's no hiding that. You have to learn to shift your focus to what is best for other people or you go out of business, you have to learn about creating something of greater value than you will receive, or you will be out of business and ostracized. You have to think about service to others or you don't have repeat customers. And so it is, I think, the greatest self development tool in the world. What we're seeing right now is this demand for someone else to be responsible. The government should expand this program.

We should have these other people do something about this. This is not how we effectively create change in the world. We do that by owning our own responsibility, by creating a solution to a problem, even if we didn't start it, and by acting in the service of other people. That is the unsexy truth for how we get rich. We want there to be an outside force that allows us to be rich. We want it to be the secrets in Bitcoin, the secrets in Amazon, the secrets in SEO, the secrets in selling books. But all of those are expressions of taking responsibility for a problem, creating a solution that is in service to other people. That's entrepreneurship to me. And when you go that route, you can't help but fundamentally change who you are as a person and your understanding of the world. I mean, just think about the shift that happens when a business owner pays taxes for the first time and you realize the direct hit you take as a result of government policy that makes you hold politicians to a different standard than when you were at the mercy of working for someone else. That was their problem to solve. And so the more responsibility you end up taking, the better entrepreneur you are and the more successful you become. And so in this time, when we are so quick to look for the opportunity to blame someone else, I think entrepreneurship is the fastest route in which we create. We cultivate individuals who are personally responsible and acting in the service of others.

Yeah. Wow. I mean, I'll let that just kind of hang in the air for a second. But, you know, I think that that, in my experience, too, is what sets the successful entrepreneurs apart from the unsuccessful ones. Right. I mean, there's so many people that get into business, that get into selling products, that get into marketing online to any of these spaces, and when it doesn't work out, they blame the customer. They say, oh, these people are too stupid. They don't get it. They don't, you know, they're not doing the things that I want them to do. They're too lazy, you know, whatever it is. Right. Or people just complain and have unrealistic expectations. Right? And those are always the ones that I see blow money, blow their time, and end up, you know, disgruntled and back at the job that they hate versus the ones that get that feedback and say, okay, you know what? Like, this is my first run of the product. This is, you know, the first website that I put out. This is the first set of ads and like, holy shit, did it not work right? But, like, I'm gonna go back to the drawing board, I'm gonna take that, you know, I'm going to own that problem. I'm going to own that feedback and iterate and improve and kind of take it to the next level. So, I mean, I think that's hugely valuable. Hey there, brand builders. If you're enjoying this show, you have got to join us inside the 1%. 1% members get access to our courses on building brands and investing the profits. They get access to experts who are sharing new lessons on a regular basis. Some of the best entrepreneurs in the world. And they're joining us for private calls with business owners just like you. And above all, the 1% is a community of brand builders who are building businesses and investing for financial freedom. And every month you get a community newsletter to see what's going on with other members of the community and where the opportunities are to create the change you want to see in your world. If that sounds interesting to you, join us@capitalism.com the number one. That's capitalism.com one. What? You know, you've worked with hundreds, thousands of people at this point, right? Helping them, you know, kind of lay that blueprint for their business and helping them kind of evolve and create that value for people.

What sets the people apart who are the most successful? What is it about those people that allows them to achieve the outcome that they're looking for and to create that impact on the world versus the ones that slink away after six months and nothing to show for it?

I think that the ones who stand out and are wildly successful take advantage of something new in the marketplace or create something new in the marketplace. Sometimes that means being first. It means providing something and doing it in the the fastest. That was Amazon in 2013. If you wanted to sell spatulas on Amazon, there were people looking for it, and those who were first had a distinct advantage. So that's the case when there's new distribution channels, when there are new opportunities opening up. But those are temporary and those are the ones that we focus the most on. That's where the brain tries to focus in on. Because you don't have to be good, you just have to be right.

You don't have to be experienced, you just have to be timed. Well.

I really want to go down a bitcoin rabbit hole right now.

You don't have to be good to buy bitcoin, you just have to be right. And that's why there's debate over whether or not that is going to be an emerging means of exchange. Because the people who have placed their bets there really want to be right. And if they're right, they will get rich. And if they're wrong, they will not. And then there's people like me who.

I don't know if I'm right. And so it's not worth me taking that bet. So in entrepreneurship, our brains kind of want to default to doing the path of least resistance, but being right, looking at market data, seeing where there's easy trends that we can get into. But I think the most successful people are the ones who bring something different to an already established marketplace. They're looking at where is the customer not being adequately served? And I can do it better or at least different. I like different even better than better. But looking at how can I be the first at doing something in a way that hasn't been done before? And that usually means creating a really great product. Our buddy Travis Killian, we call him Travis Killin it Killian, he's based his whole strategy on looking at established marketplaces and seeing where people are dissatisfied with the options that they have going out and just creating the best, best frickin product ever. He's not the best Amazon marketer, but he probably is the best Amazon seller. He's not the best at knowing the ins and outs and the tricks and tactics, but he does do eight figures a year and nobody can compete with him. He's not the best at influencer marketing, but influencers pick up his products voluntarily and talk about them for free. That to me is the person who ends up winning long term. The person who isn't looking for the new trend, but the person who is looking for the unmet need. And sometimes that means going in first, but it usually means creating innovative solutions to customer demands.

Got it. I love that and I think it kind of dovetails nicely. But you use this idea of like the real business, right? Of building a seven figure real business, six figures of income that you can kind of generate for yourself following this blueprint. So tell me a little bit more kind of about that, how you define a real business and what kind of sets a real business apart from something that's more kind of flash in the pan that might not be here in 18 months.

I'm often asked, well, what if I just want to have a freedom business? And what that person is really saying is I'm really just thinking about what I can get out of it. And I get it. I started off As a selfish prick too.

But the real didn't we all?

Fatherhood changed that real fast. So the opposite of that is.

I would call a real business is focused exclusively on the customer, choosing who the customer is, working your marketing to match that, creating the products that that person wants. And the perfect blend of that is when you are the customer, meaning you are the type of person that wants what it is that you're developing. And by you having that insight, that eye for it, you can develop a world class product that other people like you want to buy. That is kind of the perfect blend of the selfish way or the freedom business versus the what I'm calling a real business, which is creating something that you're distributing to others who have that demand at scale. Whereas most people are just seeing as what is the minimum that I can do for me to have my freedom. And I always come back with like, so that you can do what. And on the other side of that, what is usually the real business that they're seeking.

Yeah, interesting, interesting. And I mean, I love that model too because, I mean, we apply it to physical products here because, you know, there's a lower barrier to entry and most people can kind of wrap their mind around it. But one of the things that kind of, you know, drew me to you originally is that that model applies across business categories. The same thing's true of software. The same thing's true if you want to be an influencer. Same thing's true if you're selling educational products. It doesn't matter what the actual product itself is. That philosophy still applies.

Yeah, that's 100% correct. It is all about having a very specific person in mind, a very specific audience, identifying what their needs and demands currently are and developing better solutions for them. Physical products are kind of the easiest to understand in that. But that is true no matter what business you're going into.

Love it. You talk about three different stages, right? You have grind, you have growth, and you have gold. Tell me about. I mean, those stages obviously come both from your own experience as an entrepreneur and then your experience kind of observing and teaching other entrepreneurs. But talk to me about each of those stages and kind of the keys to pushing through to the next one.

I originally outlined the three stages to a million dollars because I saw a lot of entrepreneurs who were sifting and sorting through a bunch of different ideas without seeing them in their proper place. So I saw entrepreneurs doing things like press releases before they had their product fully developed, or I saw people thinking about spending money on advertising before if they knew they had a winner. So there was just a lot of out of order thinking. And so I put it into three stages so that every entrepreneur who was going through the process could see where each idea they had fell into the right bucket. And that would free them up to have the focus of knowing what was important at each stage of the business. So the 12 months to 1 million plan is broken into three four month plan stages. The first one is the grind. The grind is making the decisions that need to be made in order to set the stage for the million dollar business. It's who your customer is, what products they buy, what the first product we're going to release is, what those four products that we're going to release within the first year are. Because four products doing 25 sales a day is a million dollar business. And 100 sales a day at four times 25 at 30 bucks is like 1.1 something million dollars. So that's what we're solving for. And that first stage is defining what that's gonna look like for our business and getting your prototype and learning to get it up on Amazon. And the only goal of that first stage is to take your first sale when you've taken that first sale. We have now entered into the growth. The growth is that second four month chunk, that second stage. And the goal of that is to take that product and get it to 25 sales a day. And we do that because by putting down the pavement of 0 to 25 sales a day, it kind of creates the highway. It lays down the road for us to put more cars on it so we can go from one product doing 25 sales a day to the second one going into the same kind of inroads. And it's going to go a lot faster. So that this stage, this second stage is all about building the road that is going to allow us to release those four products to 25 sales a day. And we start doing that by documenting the development of the business so that there's a little bit of an audience that is starting to follow us. We do that by replying to every customer and being engaged in our community. We do that by screenshotting every review and commenting on them publicly. We do that by building relationships. We do that with basic pay per click advertising. We do that. We do all this to start building the snowball of getting to 25 sales a day. Once we've done that, we've graduated stage two and we move on to stage three, which is the gold. And the gold is when we release products two, three and four and take them to 25 sales a day. So the end of 12 months, we have four products doing 25 sales a day, which is 100 sales a day. And at a $30 price point, that's a million dollar business. I've seen people do it much faster than 12 months, but your average entrepreneur who is doing this the right way tends to take the full 12 months. And if they're willing to go through that process, they come out the other side with a successful and profitable business.

Yeah, I love that. And I think you're absolutely right. There's some people who luck out with that first product and are selling 100 units a day and get there much quicker. But there's generally enough kind of slush built in there to account for, you know, delays in getting samples and figuring out what those products are and, you know, all that kind of stuff. So I think that's great.

I mean, if you can just commit to the year, that's like half the battle. If you can see that it's gonna take a full year, then you almost free yourself up to have that lucky break when it happens, or to have the flexibility of not freaking out when things don't go the way that you expect. And so it kind of gives you the freedom to build the million dollar business, whereas most people are looking for results within the first three months.

Yeah, love it.

And so, you know, I think we've covered a lot of good stuff here today, and hopefully it's valuable for the people who are listening. But, you know, obviously the environment, global environment, market environment, consumer, you know, mindset environment has changed drastically just over the past couple months. What do you say to someone who's read the book, who's listening to this podcast, who's thinking about, is now the time to start that business or should I wait till things normalize or whatever? What do you say to that person.

In light of everything that's going on?

Well, in light of everything that's going on, this is the greatest opportunity that you've ever been gifted with. And the reason for that is because you've been given the opportunity to, to slow down and to make really intentional decisions. I am not the type of person who says we need to hurry up and get this going because I think people end up making rushed, unfortunate mistakes as a result of following that thinking. The gift in the current circumstances is that the whole world has slowed down, which means you don't have to hurry up and catch up. You can take your time to make really good Decisions, which is probably going to take you three to four months, which is the entire period of the grind, that first stage. So you actually have a better shot at making the decisions necessary to go through that first stage of the 12 months to 1 million plan. Which means if you're not in that rush to get something figured out, then this is the greatest opportunity for you to build a million dollar business ever. Beyond that, I bet on the person who has an internal knowing that they want and know that they're going to do something different. And during this time when there's kind of this reset in the economy, resets with people's personal lives, reset of our schedules. If someone comes out of this simply knowing that they're going to do something different, I bet on that person. The person that I know is going to fail is when they are trying to become an entrepreneur as quickly as possible as a route to get out of a bad situation. When their back is against the wall and they make the decision to move forward, that's great. But if you are looking as an entrepreneurship as the solution to a temporary problem, you're toast. But if you see this as the opportunity to move forward into a new, more fulfilling area of life, I bet on that person. And this roadmap is the clearest way that they can see the results that will take them to that different experience of life.

Love it. Well, I think that that is a great spot to end it, guys. I highly recommend this book. Obviously, if you've listened to this podcast, you probably are familiar with Ryan, but the book is available on Amazon. And Ryan, where's the best place for people to come look for you for content these days now that you're not on the pod all the time?

I think probably the best way is the capitalism.com podcast. I also, I do read every Instagram DM. I don't get back to every single one, but I do read them all. So I'm RyanDaniel Moran on Instagram and I've been making more of a focus effort on YouTube and I'm Ryan Moran on YouTube.

Awesome. All right, well, anything that we haven't touched on that you want people to know, you know?

Yeah.

Okay.

I think something very magical happens when you understand.

The purpose of money and wealth. And most people are kind of. They put a whole lot of pressure on what money is supposed to do for them. I heard it described once of if you and money were on a date, how would you speak to money? And some people would like. Some people's internal story is like, there's just never enough of you. You're never around, like, why don't you come by more often? Which if you were to speak to a person the same way that we speak about money, money would run away from us. People would run away from us. And somebody asked me kind of in the same context, well, what do you see the purpose of money and wealth being? And I said, well, obviously the purpose of money and wealth is to fund and sustain service to one another. There are no exceptions to this. That's the purpose of money. The purpose of money is for you to get the goods and services that you need from other people and for other people to be served by you in the way that you are voluntarily willing to serve. So money simply funds our service to one another. And when you understand that, and then you go into any business or new venture with the understanding that money exists to make my service to other people sustainable, then you realize that the thing we are solving for is not the money. It is what is the best way to serve one another.

Money then shows up to support and sustain your ability to contribute to.

Your greater community or the greater good, or whatever you call it. And so the thing that we are ultimately looking for or solving for is, is not how do I get the money, but how do I create systems that serve other people in a way that is sustainable, in a way that is valuable enough that other people will want to support that. When you get that other people who have needs and desires are on the other end of that transaction, and your job is to create the systems and the products that make their lives better, then all of a sudden there's less tenseness around the idea of there's this scarce pile of money somewhere that I've got to figure out. And it instead liberates you to think about how do I create something that other people are going to naturally desire and want? And when you have that mentality going into a 12 month to 1 million plan, you get rich because you're not focused on extracting money from others. You're thinking about creating more value than previously existed.

I love that. I mean, that idea of extracting money versus creating value that people are willing to pay you for, I mean, is a. What are the fundamental mind shifts between someone who is just looking for that personal financial freedom and someone who is kind of truly ascending to be that entrepreneur to creating value and all that kind of stuff.

Agreed. Yes.

That's awesome. Well, Ryan, thank you so much for the time today, man. I'm excited to put this up there. If you guys have any feedback, you know where to hit me up. Maxandbuilderstrategy.com you can hit Ryan with the DM as he said he reads them all and then you should definitely go buy this book. Hey Brand Builders, we hope you enjoyed this podcast by capitalism.com check out our website for upcoming events and additional content about building businesses, building brands and investing. My name is Max Kerwick and my mission in life is to transform businesses into brands. If you have any feedback about the show, any guests you want to see, case studio studies covered, topics explored, or frankly, just any questions about branding in general, just shoot me an email@maxmaxrandbuilderstrategy.com again, that's maxrandbuilderstrategy.com and I'd love to hear from you. One quick note, if you could subscribe to the podcast or even leave us a review on itunes. These things really do make a big difference in helping us book amazing guests and then also helping people just like you find the podcast. So you thank thanks and we'll see you next time.