#151: The ULTIMATE Way To Find Your Flow With Arman Assadi The CEO and Co-founder Of Project Evo

There's absolutely no way when I lose $100,000 because of one wrong button clicked that I'm going to wake up the next day and do it all over again. No, I'm going to go cry. I'm going to go give up. And so I think having this identity that knows it belongs where it's going and that there's a reason for all of this which goes toward confidence is identity. I think that's what helps a person overcome each of these obstacles and say it's just part of it. What can I learn from this?

Come on this journey with me each week when you join me. We are going to chase down our goals, overcome adversity, and set you up for a better tomorrow. I'm ready for my close up. Hi and welcome back. I'm so excited for you to meet my guest today, Arman Asadi. Arman's mission is to democratize wisdom. Holy cow, that's ambitious. He is the co founder of Steno, a Stage Delph AI startup and host of Flow with Arman Asadi. He is also the co founder and CEO of Project Evo and founder of Asadi Ventures. Armand bootstrapped Project EVO to multi seven figures and raised over 1 million crowdfunding for the Evo Planner which was crowned the most funded planner of all time. He also created the Elements assessment and Brain type assessment proprietary personality type test taken by over half a million people. I need to take that. As a consultant, Armon has been the chief strategist and copywriter behind 13 different seven figure launches. He has helped his clients generate tens of millions of dollars with his strategies. And that's why I'm so excited to have you here today. Arman, thank you for being here.

Thank you, Heather. I've never had my bio read to me quite like that actually. That feels good.

I mean, it's pretty ambitious, right? The mission to democratize wisdom, what does that even mean?

Yeah, figuring it out as I go. I think what it really means is helping people kind of tap into this combination of ancient wisdom, which I tend to have this very philosophical disposition toward life combined with being a human being in 2021 and needing to make money and have freedom and find fulfillment. And so to me, there's this intersection of fulfillment and joy and money and success. And the way we look at that through the western lens that I think is a little foggy for most people and I think it's become very convoluted and confusing, especially when you look at this whole technology age that we're In. And so I think that that for me was a grandiose enough overarching sort of theme that I could at least point my compass toward. So I was like, that makes sense to me. That's something I could really commit my life to. That's a mission to me. But what I do along the way might be creating technology startups, writing a book as we were just talking about mentoring people. It could be a whole host of things, but I think that's kind of the overarching mission statement.

Well, it's very impressive, but what I like best about you is that you're very relatable because you were not always someone who was trying to democratize wisdom or take on these massive missions and really these deeper understandings. You were more like, how many of us grew up with challenges and traumas, and I was hoping you could take us back to how you started out.

Yeah, definitely. Definitely. I think that is why I'm sort of able to understand the commonality in terms of life journey that I have with other people, because I think we all share it, regardless of our background. I really don't have this elitist thing about, you know, trauma and who's been through more, is more kind of awakened or anything like that. But for me, it was really just a very challenging upbringing. Very challenging upbringing. A broken household, two parents that I love that are wonderful people that were just absolutely not meant for each other. And so it was like World War three often. And it was a very challenging sort of divorce for me. I was heavily involved in the whole process, whether that was sort of by choice, by my own sort of natural personality dispositions, to wanting to create harmony and wanting to find the peace and wanting to be the bridge. And at times also in a very forced way where there was absolutely sort of a choiceless choice of being in the middle of all of this. That combined with just not having money, you know, being raised by a single mom. My dad was giving like 70, 80% of his check to my mom. It still wasn't enough. We had no money. I have had experiences of having food brought to the house. A lot of difficult stuff that I haven't thought about in a long time. Honestly, a lot of difficult stuff. I was broken emotionally. I was not healthy emotionally. I had no escape outlets. Even though I would go and play soccer, I could never quite find joy there. But all along, through a Jungian psychology perspective, we refer to this idea of the self and the psyche is this very spiritual idea. And myself had this voice always in the back of My mind just sort of barely, Barely clinging on, reminding me of one thing, and that is that you have this potential that is untapped and that this suffering. There is a part of this story here that will justify this suffering. It will allow you to relate to people. It will allow you to understand the conditions of life that people have gone through, many of which have gone through 10 times worse than myself. In other countries, you already won the lottery, I would think, just being in America, being in this incredible place, like being born in California, what a place. And yet at the same time, knowing that my suffering was real, but that it would be worth it and that it would teach me something. And it has taught me a tremendous, tremendous amount. I mean, the level of conviction I have, confidence, willpower, dedication, conscientiousness toward these goals, which at the same time, I'm not incredibly attached to. Like, I don't give a shit how things actually go. It's given me a lot, and it's made me a very philosophical person to the point where now I'm sitting in this position where my mission is to democratize wisdom. Because I have thought deeply about some very strange, challenging things that we all, at some point in our lives, go through.

Wow. So how do you go from being this young man, growing up in this really very challenging environment to suddenly becoming an overachiever? Or at least it looks that way on your resume, right? Ending up at Google.

Yeah, great question. You know, I honestly, like, I thought therapy was for people that were, like, serious emotional mental issues like that was. I think that's just the stereotype. Right. In America. It's actually not the stereotype in many other parts of the world. In Argentina, 85%. I'm totally ballparking this, but it's like at least over 80% of people see some form of therapist or psychologist. It's celebrated. It is looked upon as like, you got a doctor for, you know, you got your orthopedist. Well, you got to have your therapist, like, keep that brain healthy, keep those emotions healthy. I looked at this as like a whole, wow, that's for broken people. I was judging it and stigmatizing it just the way everybody else did, you know, Two years ago, I started seeing this incredible again, back to. I'm very interested in this branch of psychology that was created by Carl Jung, this form of psychoanalysis. And I just find him to be absolutely fascinating. So I wanted to find somebody that specialized in. In that form of therapy. And when I kind of started peeling back the layers of my onion, which I'VE never done before. And I was like, you know, my best friend actually pitched me it. Pitched me on it. He was like, you know what the best part about seeing a therapist is? It's like someone basically has this file cabinet of your life, and nobody else has to know. And it's just sitting there. Not an actual file cabinet, of course, but, like, literally just sitting there, going through all the layers of your life and giving you a space to just think through. It could be on the micro level, what's going on today, or it could be holistically, big picture, macro level. Could be something from the past.

All right.

Yeah. There's nothing to lose there. So, anyway, what I'm getting at is I began to sort of peel back the layers of this onion. And she was like, armand, the fact that you're sitting here is actually kind of a miracle. I said, what do you mean? She's like, look, we've been going through these sessions now. I've been listening to you for. I think at that point it was like, maybe eight to 10 sessions in, eight to 10 weeks in. And she was like, you're not a drug addict, you're not an alcoholic, you're not homeless, you're not bankrupt. And I don't understand why. How did you do this? How did you escape your reality? And she's still, by the way, asking me this question at times, two years later, because it's. And I think that this is something that's internal within all of us. We all know that one day we're gonna die. We don't like to think about it, we don't like to talk about it. It's taboo, just the same way as therapy is. But that awareness can provide such an incredible sense of fire deep inside the belly of a human being when they are aware of and meditate on their mortality. And I think that I have always had this awareness that I have one shot to leave it all on the field, regardless of my circumstances. And so my circumstances, rather than turning me into a victim, which, according to my therapist, should have because they were so overwhelming, I somehow squeaked through. And, you know, I had no escapes. School wasn't one of them either. School was a terrible place for me until I got to college. And I even. Just to even get to college, I had to go to a junior college, community college. And then my dream was to transfer to San Diego State because I just had this feeling. I was like, I need to be in San Diego. And when I got to San Diego State, my life really started to change. And for some reason that I can't explain. I mean, I could explain it if I tried. I fell in love with learning. And since that moment at about 20, 21 years old, like my life has not been the same. And there's been many of these moments, right? These moments of enlightenment, awareness, aha's of some kind. And that one was really big for me because I fell in love with the idea of hard work, learning, curiosity, openness, conscientiousness, and I haven't looked back. And that landed me a job at 3M, which this was in 2008 when no kid was getting a job at all whatsoever. Like all my friends went back home or worked at Starbucks and I got this like incredible, you know, job with crazy benefits and my own car and my own credit card and my own everything.

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Middle of the Great Recession and then.

That led to getting recruited to work at Google and I just kind of haven't looked back. But then that went on its own journey as well where I was like, oh, now I'm an entrepreneur and I eventually decided to leave Google. But the point is, to answer your question, it took an incredible amount of. I honestly don't even know what to call it. It's a connection to the innermost part of my being is the best way I can describe it.

Okay, that's very hard to understand. However, I can tell it is your truth for sure. And I have not had all these aha moments that you're explaining that you've had across your life. However, you just made me very hopeful that you never know when those things can come or if your child can become an avid learner in his 20s. Which thank you for that hope that I now have.

Yeah, you definitely can because you just kind of chase your curiosity and I had no curiosities and instead I would just kind of numb myself and be like, ah, it's not worth it. I remember really, really clearly, Heather, like until that point of making the commitment to just going all in on my life and becoming the best version of myself. I always would imagine this like crossroad, just this intersection. I'd be like, well this way would be really easy and I could just chill and get a simple job and not work that hard, but be okay and not have to really stretch and expand myself. And this way I know is going, it's like it was, it was a red pill, blue pill moment and I just saw it. I was like this other path of seeking truth, of incredibly hard work, sacrifice will be more fulfilling along the way. And I just made that decision and I went that path knowing that like once you go, there's no turning back.

It seems on the outside looking in right. Just looking at your resume, that you just had success after success after success, that it doesn't look that hard on the outside, especially coming out of a Google and having the success that you even had built there. Did it feel that way for you?

Did it feel easy and like one. No, no, it's still really, really hard. I mean, I say, you know, I say this all the time, but I think like Elon Musk described it best. He said that his friend said to him, starting a business, starting a startup is like chewing glass and staring into the abyss. I fundamentally believe that running a business, a startup of any kind, launching an enterprise is one of the most challenging things a person will ever do in their lifetime. One of my best friends is a scientist. Pharmacogenomics is his specialty, worked at Pfizer and now he started this incredible personalized medicine startup. One of the most brilliant people I know. And him being CEO and founder of his company, he says is the hardest thing he's ever done, harder than being a scientist. And so no, it hasn't been easy for me. I don't think it's easy for anybody really. And I think if they tell you that, they're probably lying or they're one of the outliers that got really lucky and that's cool too. But my life has been one of overcoming challenges, learning along the way, developing wisdom, expanding my skill set, and becoming extremely confident as a result of that.

When you look at the different things that you've had success in, is there a recipe to what you project or plan for or is it different with each one of these different situations you've taken on?

The only sort of commonality that I can find if there was a through line, would be curiosity. So I think that skill of developing my curiosity, being highly open, being extremely open has its drawbacks as well because very open people tend to be very anxious as well. I luckily don't have that, but they, they tend to be very anxious. And so, you know, the more creative types, the more they want to seek and input more and more knowledge and information and art and everything. You know, there's this trade off. Everything has a trade off. But I think for me, practicing being really grounded, knowing that the next venture is going to be really hard, but being really curious, wanting to approach it like a student and go, all right, cool, I'm in a new arena, E commerce. What do I need to learn? Who do I need to know? Where do I start? And treating it like a student, I mean, it's fuck it I'm sorry, I don't know if I can curse, but it's insane. Like, YouTube to me is one of the greatest technological revolutions of all time. And then you combine that with, like, Khan Academy, where you can go and learn the basic fundamentals that I was half asleep for during school. Like microeconomics. Like, knowing how microeconomics actually works has been incredible for me. And when you combine this process of learning and stepping into a new venture or new arena, like right now, the latest company that I started called Steno, it's like, rooted in artificial intelligence. I knew absolutely nothing about artificial intelligence. I knew absolutely nothing about speech to text platforms and how these processing functions worked, why they worked at all in the first place. I have absolutely no development background. I cannot code a line of nothing for a website. But I can learn. I can learn anything. And I believe that wholeheartedly. It's like a belief system. So if there was any one through line, it would be this curiosity. But no, it's building blocks all over from scratch every single time. Whether it's AI or E commerce or podcasting is actually not easy. As you know, writing a book is not easy. Getting a book deal, the only thing there that really supported me was this. I'm just going to try to make the best decision I can, and I take all the knowledge. Like, when I wanted to figure out, should I traditionally publish, hybrid publish, self publish, I went to every author I knew, talked to them, extracted the information. But I also realized that when you ask people questions, they're just projecting their own biases and at times, their insecurities. Like, I don't want you to be a traditionally published author like me and make more money than me and sell more books than me. And that could be your best friend.

Oftentimes it's the people closest to you, for sure.

Yeah. So you gotta be careful. You gotta stay curious, you gotta be curious. You gotta be careful what you take in. But I think that the strongest factor. I was listening to Serena Williams's tennis coach last night, and I think you can apply this to anything. He was like, if you don't actually believe that you're better than the person that you're basically up against or that you deserve to win that trophy, there's absolutely no chance in hell that you're gonna win. And that belief system of I can learn this and I can do this is what gives a person the diligence and hard work to overcome the obstacles when they show up. Because if I believe that, I'm just going to Give this a shot, and I have a plan B ready to go. There's absolutely no way when I lose $100,000 because of one wrong button clicked, that I'm going to wake up the next day and do all over it. No, I'm going to go cry. I'm going to go give up. And so I think having this identity that knows it belongs where it's going and that there's a reason for all of this which goes toward confidence is identity. I think that's what helps a person overcome each of these obstacles and say it's just part of it. What can I learn from this? I just move forward quickly now when these things happen.

I agree with you there. Moving forward quickly, especially when things go wrong, taking action definitely helps to start figuring out or start the process around which way we're going and how do we move forward. What about, you know, you have interesting skill sets that you've developed, like the copywriting, you know, and having success in that. How do you not just leave behind success or do you just leave it behind, or how do you incorporate it into the new endeavors or things that you're doing?

Yeah, that's such a good one, too. You know, it's. It's funny because, like, I have this skill of copywriting, and I could easily just be the guy. You know, I've been recognized as the guy. I could literally have endless deal flow where I charge people $50,000, $100,000 for this much work and have a little agency and just basically be free. But I choose not to because it's not in line with my truth. And instead, it was just a sort of skill set that I developed because I couldn't sell my products. I was an entrepreneur. I was a solopreneur trying to get my life going and make some money. Initially, after leaving Google, I was like this. This isn't converting. My offers aren't converting, my products aren't selling. And I accidentally stumbled upon copywriting because it was. I thought this is the most valuable thing that I can control. It's a skill set where it's repeatable. There's an art to it, there's a science to it. I can learn this. I can integrate it into to all of my businesses. And if I don't, I can have the most incredible product or service in the world. But if it doesn't translate to why this person needs it and how it's going to actually help them, it's dead in the water like, it's done. And I've seen So many good ideas die, Heather. Like, so many on the client side. Like, when I work with people, I'm like, holy shit, you've got a brilliant product here. You've put millions of dollars into it and it's not working. It's genuinely because of copywriting. But I integrate that and I just take that as a skill set in my tool belt and I just kind of move on to the next thing. And so steno, project, evo, my podcast, my social media, like all of this stuff integrates all of the previous experience, but just not everyone from the outside, you know, can necessarily see that. So, no, I think every single skill set, every single venture, I just think of them as building blocks. And you don't always know. I don't always know know how it's going to work out or where it's going to go next. But you know, running a startup for me for the first time versus just sort of being more independent as a solopreneur and only having contractors and only hiring people on upwork, it was a completely different experience. Like it leveled me up 10x. Because when your environment becomes more challenging, then you're forced to become more resourceful. The books I've read, the people I've talked to and met, the difficult conversations I've had, the tears that have been shed, firing somebody that I really care about, hiring somebody, you know, that I'm like desperately trying to recruit, these are all skill sets that just came over time. And each one, I think, just compounds over and over.

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Any one of them as more important or impactful in your business today than another?

I think that the for me, the skill set of actually being a real executive has been incredibly, incredibly powerful. An executive is such a broad term, but the jump from like a six figure business to a seven figure business is actually pretty big. But the jump from a seven to an eight, whether you're raising money or you're scaling and you're hiring people is enormous. And so, you know, a lot of people just float and dance in that six to seven figure region. But leveling up and building like something much larger I just think of as like an executive skill set. Right, because it's like I might call it myself CEO or whatever, but it's really all of it. How do I properly understand these financial statements when they're given to me? What do I do with the information? Should I be optimizing for operating income? What is the difference between operating income and ebitda? How do I properly value, you know, place evaluation on my company? How do I do a 409A like all these things really are incredible as a skill set because now I feel that I could build anyone's company or start my own. And that's a different level of power, I guess. So I think that's the skill set that's probably the most valuable. But I don't know if it's a skill set as much as it is like just being a hard working person. I don't know many entrepreneurs that are just successful in a very easy sort of way.

I happen to agree with you 100% on that. So tell me, what are you most proud of after all these different endeavors? Endeavors. When you look back and you know what do you feel that wow, this is the moment I'm really most proud of this.

I'm just proud of myself for not giving up, proud of myself in that way. And as far as things that I've created tangibly, you know, I am very proud of my elements assessment. I created A free assessment that gives people what I call their brain type. And I also created a more in depth version of that, a full blown personality assessment that took four and a half years to build. And I put so much time and energy and perfection into every aspect of this and countless interviews with people to fine tune these results. And we still continue to do this. I have a partnership now with Syracuse University's business department where we're doing another round of integrated this study, essentially this informal study with their undergraduate and graduate business department to put them through this assessment. Because the reason I created that assessment was because when I left Google or when I was ready to leave Google, I was actually quite unfulfilled. I didn't know what to do with my life. I was like, okay, well, I figured out how to be curious, I figured out how to learn, I figured out like how to be somewhat successful. But now what do I do? Like, who am I? What do I do best? And that basic question, who am I? What do I do best? Led me to create this assessment so that other people, regardless of their age, which I think this is one of the most common, it's like a disease of our time, honestly. People don't know who they are and they're drifting and they're just reacting to their environment. Oh, that's a cool opportunity. Maybe I should buy doge, or maybe I should go into crypto in general, or, oh, shit, you know, AI, maybe I should go that way. No, no, no. What is true to you? Like, what is your overarching mission? And what's the skill set that you bring where you know, if you step into that, you'll thrive, you'll feel flow, you'll be fulfilled. And that assessment to me is like gold. I review my own results all the time. People get like a 30 page review, but it's more than just like, here's who you are. It's like, well, now what? Okay, cool, I'm a relational architect. Now what? And like, what's the blueprint to my life? So that's something I'm very proud of. And actually, speaking of our book earlier, we were offline. Like, the book I'm writing integrates that assessment. So that's what the book Unleashed will be all about, is the case studies, the stories, the what next.

After taking that assessment, is there one story or one person that you touched through that assessment that you want to share that story with us?

Sure. One of my favorite stories is we haven't decided if we're gonna reveal her real name or not. You know, obviously due to. Due to privacy, I'll call her Jessica. So Jessica had a very, very rare form of cancer. Extremely aggressive, and prior to all of that, was quite disillusioned as well and drifting throughout life. And she calls her cancer her master sensei, her greatest teacher in life. Remarkable, amazing woman. Like, one of the most inspiring people I've ever met in my life. And her sort of learning these aspects of herself that she had not been able to put into words before is what an assessment like, the elements assessment, like mine does is it takes these elusive parts of ourselves that we've never put language toward, and then the language makes it kind of tangible. It's like, oh, cool, I can describe that part of myself. The reason I have strong boundaries with people is this. I have a disposition toward that. The reason I don't have strong boundaries and tend to take on more work than I should is this. Ah. And my skill is that. And they can finally put, like, I'm a chief, I'm a connector. Like, they can finally put language to it. And for Christina, it was, I hesitate to use the word life changing, but in many ways it was. It gave her a new sense of how to have healthy, proper relationships. And I think relationships are everything. And the assessment goes through every component of life. It's not just relationships, it's your career. It's a personalized approach to life. Because Jung, the guy I mentioned earlier, has a famous quote that says, there is no one recipe to life. The shoe that fits one person pinches another. So it's like getting our advice from other people about how to live doesn't necessarily make sense. That's why I believe in this personalized approach to living and thriving. So her story is probably my favorite so far.

I love that story and I like that idea and agree with you 100% that empowering people to make their own decisions, giving them the information and some ideas to move forward, but not saying here is the only way to go is so much more helpful in someone's growth. I know that you get asked all the time about mentoring, and I know that you're launching the new solopreneur Academy. Can you share a little bit about what that.

Yeah, it's basically, for years, I haven't had any product or service or anything outside of my actual companies. And so on Instagram, I've been getting asked over and over again about mentoring. So I finally decided instead of doing one offs, which is not scalable, I would do a group live mentoring program. So it's on Zoom. It's this incredible group that I literally just launched this. Actually, it's funny we're talking like today, which is super ironic, but it's an incredible group of people. All the founding members are absolutely amazing and it's live calls with me with Q and A and they get access to all this kind of stuff, including my elements assessment and all kinds of video lessons that I've recorded over the years around essentially, how do I take my existing idea and my business and scale it? If you're an existing entrepreneur. Or how do I take this new idea and unravel the mess of what it is to develop a startup? But it's business, it's investing in money. And I also talk about personal development, self development, but it's basically coaching and mentoring with me.

Where do people go to find out more information about the Academy?

DM me on Instagram. That's probably the easiest way. Just DM me and say you heard about the Academy or go to armanasadi.com.

Arman I'm so excited to see what happens next. I can't wait for the new book and to see. Keep following you and following on, watching your flow and your journey. Thank you for the great work that you're doing.

Thank you, Heather, you're awesome.

So are you, my friend. All right, everybody. Check out the Solopreneur Academy. And until next week, keep creating your confidence. I decided to change that dynamic. I couldn't be more excited for what you're going to hear. Start learning and growing. Inevitably something will happen. No one succeeds alone.

You don't stop and look around once in a while. You could miss it.

Come on this journey with me.