How to Set And Hit Bigly Goals

Hey, Ryan, I just noticed that whiteboard over there. Is it even brainstorming?

Mm, yeah. What do you notice?

Well, I noticed a lack of timeline here.

Okay.

Some interesting goals.

Will this make you feel better if I put timelines on it?

I don't know.

Might make me feel worse.

There's some big goals.

They're not big, they're just different. You think if Mark Cuban looks at these, he thinks they're big goals? No, they're just not normal to you. There's no such thing as big goals or small goals or just targets.

So here's an interesting. Here's an interesting concept. So I took voice lessons when I was a little bit younger and I had a teacher.

I go on the low side of the range, if you will. And so I always had trouble getting the high, like hitting high notes. So I had this teacher, her name was Carly. Hi, Carly. She would say, all right, so you look at a high note and you try and hit like. You try and hit it like this. She said, what if you thought about it like you were trying to float onto it, you're trying to land onto it. She's like, instead of looking like, thinking of a high note, it's coming, it's coming, it's coming and trying to hit it, think of the high note is just like falling onto it. And for some reason that helped me out. And so when I was writing these.

On the board, I thought about that again because it's like a million person email list.

That'S only hard.

If you like tensing the high note. Right. If you're like.

Right. But if you're just like falling onto it because people have done it, a bunch of people have done it. So what's the difference? Know what I mean? See money.

Yeah. No, it's good to have some clearly defined goals, especially the people. Like, there are steps we could take to make that happen.

What do you mean, especially the people? Well.

I guess it's all good. Clearly defined goals, but like Ben Shapiro, Tim Ferriss.

We can start. You know, we can make that happen pretty soon. Potentially.

Yeah. So a little bit of a difference here. This is straight out of Cameron Harold right here. I've got my. These are my targets here. And then this is like my brainstorm. Wouldn't it be cool if. Can you imagine if. And my thought is this. This is the stuff that we'll throw out to the. To the. We'll throw out to the world because somebody be like, oh, I know Ben. We can put you on Ben's show like this is. This what's happening with Glenn Beck. I have a lot of connections with Glenn Beck, and pretty much as soon as we want to pull that lever, I think we could probably get with Ben's team. But that's what happens. You just put it out, somebody knows somebody that you provided value to, and it happens. Can I tell you a side comment, Chris? So I'm gonna pretend the camera's not on.

I'm really starting to think about adopting a non sales sales approach. I'm not ready to say yes absolutely on this just yet, but I've just been thinking about.

When we complete the stage of our goals that we're in right now, which is selling a certain amount and developing the systems and processes to build the company we want. I'm really thinking about taking more like a. I don't want to feel like I'm selling anything ever. It's more like this is there if you want it. I. I'm more. I'm like, I want to. I want to retire from that. From the direct response game.

Yeah.

It's just. It's one of those things where it's like, yeah.

I was talking with somebody yesterday. Sometimes when I meditate, I think about what do I really want? And I'm yet to get to a point where I know what I want. Because so often what.

We want is truly the programming from somebody else. So it's like, I want to make more money. Why? Because I feel like I'm behind around all my peers. Oh, so it's about my peers. Has nothing to do with me. Has to do with my view of myself. I want to have.

A top 10 podcast. Why? So that everybody think I'm cool. Okay. So it's actually what other people think of me. It has nothing to do with what I want. Right. And those are the goals that when you get there, it feels unfulfilling and you have to go do the next thing. Because what your brain is chasing is the serotonin kick that measures your progress against somebody else's progress or actually your perception of. Of progress versus other people's progress.

Whoa, writer downer. Right there. Your perception of. So it's the same thing as, you know, if someone measures themselves on the amount of money they make and they're in a room where they perceive the averaging to be a lot lower, they feel good about themselves. But the minute they go into a room of a bunch of fit people and they've never had to measure themselves on fitness level before, they'll feel bad about themselves because it's their perception of their own progress relative to the other people around them. That's how your brain gives you serotonin, which makes you feel like you're making progress, which is one of the happy chemicals. Isn't that crazy?

That's why I'm hesitant to go to onit.

You know.

That'S why you don't want to work out at onit. But so. And this is the catch 22. Because. Because your brain wants serotonin. When you hang around other people, your brain will trick itself to comparing whatever is around you and thus force you to take actions to be able to get the serotonin kick to be happy. Which is why when you hang around with successful people, you become successful. When you hang around with fat people, you become fat.

So it's actually the quickest way to level up fitness. Totally where I'm the little fish in the big pond.

Nailed it.

So these goals over here, are these what Ryan wants or what do you think will impress other people?

These are, you know, I picked these targets because they're good targets. Yeah. I know that. They'll challenge the team and they'll give us focus. Your targets and goals are really to align resources. And so this is where we're going to align our resources and I'm going to plaster them all over the place. Right. But.

I really want to do it in a way, and we'll talk about this when I have a little more flushed out of. I really want to do it in a way that is.

I don't know, I don't want to do the direct response thing. And that's why I brought this up. That comes full circle because all of my peers are in the direct response game. They're in the guru business. To be in the guru business to make money. This game I never wanted to play. But when you're around all those people, it's like, I guess that's what you're supposed to do and it's just not. It's like not what we want. It's not what we ever wanted to do. So I'm really starting to think about, like.

Putting more of the energy into two things.

More of the advising and investing in the physical products brands, because that jazzes me up. And then just like giving, because it just feels good to give. Right. I said in an email this week, it's like, I don't have any secrets. If you think I have secrets, don't buy from me.

I like that. Want is energizing. Need.

Yeah.

Is an excuse.

Yeah.

I need this thing and then I can do it.

Yeah. If. Yeah. I do not want to work with people who need me. I want to work with people who want to work with me. Because the people who need my help.

Usually are making up excuses and are takers. Because you don't need anything. You have now outsourced your. You have outsourced your results to someone else. It's like, I don't need a personal trainer.

I know what to do.

Yeah. But working with a personal trainer forces me to do the things that I would already do or force me to do the things that I'm having a hard time getting myself to do.

Yeah, that's good stuff.

So anyway, all this to say I'm really starting to desire taking just an I don't want to sell anymore approach. And there's like, we're still gonna do. We will still sell things and we'll do it sustainably, but I just don't want to do it in a way where we have to feel like, what are we going to sell in order to like, let's. We're going to get to the level that we need to be to kind of shore up some errors we made in the last couple quarters. And then let's just build, like, let's just. Let's just enjoy it and let's. I feel like something with Pam about this. I feel like I'm reliving the life that, the cycle of life that I had five years ago, before sheer strength, before the capitalism initiative, before the yoga company business. Right. Was.

I feel like I'm reliving the point where I'm shedding all the things that, that.

I'm not enjoying. It's just at a much higher level. A much higher level, much more expensive level, a much more profitable level with more upside. Right. And let's like, let's enjoy this for 10 years and watch what happens.

So one question here. For people who are also tired of direct selling, constantly selling themselves, but also want to have revenue targets, how do we square those two? Is it just a. You. You sometimes make more when you come from a place of contribution.

I think you. I think you do. I think people smell the, the taking, this desperation of, of salesmanship. Right. There are ways to do sales without. If you are doing the forcing, like, if anyone has buyer's remorse is because you pushed it. And a push sales approach.

Is.

That's like, there's you, there's money, and I'm customer in the way of the money. And that approach is to push me out of the way and get the money. That doesn't feel good for anybody. But if it's. I have this. Do you want it? Yes or no. And I'm cool either way. That's fine. That's the approach that I've been taking. And now I'm even thinking about dialing it back even less where it's like, I'll buy it if you want. I don't need. I don't need your money. If you want it, get it. That's cool.

How are you. Why are you so sick of direct response?

I don't like being in the business of trying to convince anyone that they should buy something that they don't want. And, you know, I shouldn't. I shouldn't say I'm anti direct response because I'm not.

It's more. I think it's more of an internal feeling of when, you know, you're operating from a place of scarcity versus a place of giving. And I think what I'm really saying is, is I may want to make that switch of operating from place of giving.

Yeah.

But all the time. And create sales approaches that keep me there. That. I think that's what I'm saying. That feels honest to me right now. Direct response can be that I don't mean to poo poo Direct response. Like, for example, I really want to do this course. I've been sitting on it for like four years, but I just haven't had the capacity called the other half because my mom used to drive around the rich neighborhoods when I was a kid or when we were on the boat and we'd be. My grandparents had this old boat for like decades called the sea going because my grandpa's name was Chuck Goins. And we would drive around and look at the lake houses. And my mom had this phrase that she would always say, which was, this is how the other half lives. And I spent my life trying to figure out. Figure out how the other half lives. And I figured it out. I'm in the other half now. But there's another. There's an other half to fitness. There's an. There's an other. Like, I was at the NFL draft last week. Chris C. Money. Sorry, I shouldn't tell people your real name.

I was. I was at the NFL draft and. And.

I very often.

Forget that my peer group isn't the rest of the world. Most of the people I hang out with are entrepreneurs. Most people I hang out with are reasonably healthy and fit. Most people that I hang out with talk about things like Philosophy and religion and the meaning of life. These are things we talk about every week. Yeah, very much. Right? Definitely. Every Sunday brunch. And.

Being at the NFL draft, it was like the perfect sliver of middle America. I'm walking around and I'm like, you know how when you go to the gym and you immediately feel bad about yourself because you're the smallest guy in the gym? Right. I feel that way every day. I'm at Lifetime Fitness, and there's this guy named Matt. He always wears a Cincinnati Reds hat, and he talks like this, and he's just a tank of a human being. And every time I see him, I'm like, is that all you're doing on that bench there, huh? That's my Max squat. Please stop making me feel like a girly man. But anyway, I met the NFL draft, and I walked in, and your brain is, like, playing the comparison game. I stopped, and I realized I was, like, looking for people who were ahead of me, and I couldn't find any in terms of, like, health and fitness, because it's all your stereotypical. Sorry, football fans. I'm a football fan. Cleveland Browns. Yay.

Mayfield. There's.

The stereotypical. You know, I'm work nine to five, come home, drink beer on the weekends, and watch football. This was mostly who was there. And there's nothing wrong with that if that is. If that's the life you want. Like, I. I should have more of that in my life. While I was at the NFL draft, I went and saw a movie, and I was like, oh, my God, I forgot how much fun you can have. Like, I'm at a movie, eating nachos. A glutton. Right? That's how I wish I had more of that. So I'm not judging. It was just. I'm looking around at everybody there, and I'm realizing, oh, like, I'm. I've had a bad. I've had a faulty comparison. Right.

I guess I'm doing just fine in a lot of areas. How did I get on that rant? See Money.

I don't. I don't remember. But I think the lesson here is just to compare yourself to your previous self.

Yeah. I mean, that's the solution. The sol. The cure is to compare yourself to where you came from and not to other people because you have no idea what's going on with other people. One of my friends, confidants, mentors, Jesse Elder, told me once, right when he was. He was right on the other side of a hard time. Like, he was going through Divorce. And some. Some. Obviously, there's financial setbacks when you have a divorce.

He was just, like, coming alive again. And he said, you know, Ryan, I've realized that everyone has one area of their life that is in total shambles. And I was like, that's odd. That's odd. And then I started watching.

I was like, oh. Even the people that I celebrate is having it all. Everybody has this area of their life that is full of junk that eats them alive. Everyone has at least one area. Mine.

I'm a workaholic, hard on myself, and wonders, you know, if it's ever going to be enough, if, like, I'm ever going to get there. Right. And. And. And I have a habit of loneliness ever since I was a kid. So, like, those are. I have a hard time filling that need for whatever reason. There's my junk. Like, that's the area of my life that I'm in total shambles, if you will. It's. I don't. I have a very hard time relaxing, having fun, and connecting with other people. I tend to go into work mode. I get most of my emotional needs met through work, but I'm in great shape. My bank account's full. People say I'm killing it. I'm in amazing health. I'm a great dad. I probably don't give myself enough credit for being a really great dad. I work really hard at that. I care about my customers, sometimes to my own detriment.

I've got it in those areas, but there's one where totally in shambles. And we've all got it. We've all got it.

How did we get here? Gosh, we're going deep, fast. You asked me about goals on the board. That's what it was. You said, are these for me, or am I trying to impress other people? That's where it was. That was pivot. And the truth is, these are just targets, you know, Like, I don't need to have a million Facebook likes to be happy. But that's what we're gonna. That's what we're. Our target is gonna be. And what I think we're gonna end up doing is creating, like, a chart. Where are we? And we're gonna track it a little bit every week. Fill in the marker board. These are the metrics that we're gonna. That we're gonna follow.

Yeah, we used to have those in elementary school fundraising, you know.

Yes. That's it. That's it. We're gonna Talk about the YouTube subscribers, by the way, when you turn off that camera. We're gonna go through some. Some stuff.

60K to 500. Let's go.

We're above 60k.

65.

Like almost 70. Right? Hey, if you are a YouTube ninja, like, as far as strategy goes, you should see money. How do people get a hold of you?

I don't know if I want to give out my email. Just. Just shoot us a private message on YouTube.

Red. Do you check those? Hmm. Comment?

Yeah. Comment on this video and like, you've got to be a bomb ass strategist. You can't be. You've got to have done it before. But we could use your help. We have all the content in the world and we just need some help aligning it behind a really, really dope strategy. I gotta just put more girls on camera, man. Works for Ty, works for Stefan. You know, I gotta start doing that. I just have a two year old, you know.

All right, we're going to talk YouTube strategy and we're going to talk podcast strategy too.

I got some. I'm sitting on something for you. See Money.

Yeah.