Rags to Riches: How Justin Prince Went from Bible Salesman to $2b+ in Sales

The normal race we all try and win is the race of success. So it's like build the business, make the income, build the investment portfolio, get the Instagram following, get the views, have the house, have the car, have all the toys, all that stuff. Okay, cool. To me, the real race is the second race. Your relationship with your spouse, your relationship with your faith, your relationship with your kids, the way you treat people. If you were to win the first race, but you lose the second race, to me, you actually lost the races.

I am Jeff Duden and we are on the home front as always, this podcast is brought to you by Homefront Brands. Simply building the world's most responsible franchise platform. Encouraging entrepreneurs to take action to transform their lives, impact communities and enhance the lives of the people they care the most about. All the while delivering enterprise level solutions to local business owners out there on the home front where it counts. If this sounds like you, check us out@homefront brands.com today and start your next chapter of greatness building your dynasty on the home front. And I will be looking for you here. And today we have the huge honor of having Justin Prince on the podcast.

Welcome Justin, a man honored to be with you. Appreciate you inviting me on.

Oh, 100% so Justin Prince is a global entrepreneur who has built five multimillion dollar businesses that have generated more than $2 billion in revenue. An acclaimed keynote speaker who has shared stages around the world with icons such as John Maxwell, Jamie Kerm Lima, Ed Mylett, you know those names. And a heart centered husband and proud father of four. We share that while I've only got three, so you're one up on me there. Yeti was raised in a broken home, has no college education, and began his professional career working construction, flipping pizzas and selling animated bible videos from a mall kiosk. In fact, his very first business venture left him below zero financially and his first sliver of success came while raising his kids in a one room loft above his in laws garage. Justin's unexpected rise, proven personal development strategies and tailored success systems have moved and motivated millions of people to create, design and live an unforgettable life. In his latest book, Be the One, Justin shares precise tools, habits and action steps to help any reader do the same. With a focus on practical and actionable advice, this book serves as an easy to follow instruction manual for anyone too. As Justin puts it, be the One.

Welcome Sir man, thank you for having me. Really admire and appreciate what you're doing. I'm repping the Jeff Duden life over here man So I really appreciate it. I'm excited to be here with you. Oh, man.

Good. Let me know what you think. I'd love to start out. It was a high level bio, but can you fill in kind of early life? I mean, from observationally, from what I've learned, I mean, obviously you're an athlete. You're in really good shape, man. I see evidence of that on your videos and maybe a little bit of boxing, but like, where'd you grow up? How'd you grow up? Can you, can you color that up for us?

Definitely don't know if I'm a great athlete now. I. I was probably a decent athlete growing up, but played four sports, basketball, football, track, and then I used to box. And by the way, I want to point out, Jeff, the older I get, the better I was at all four of those. So I'm getting better. I'm getting better every year.

Well, there's less witnesses out there.

Exactly. Yeah. There's less people that can't validate that story. So. No. So I grew up in a kind of a middle class family in, in a place called Sandy, Utah. My folks got divorced when I was 12. We moved 13 times in the seven years to the teenage years. I was my mom's oldest child and so we moved. Kind of just bounced around with a single mom. I have a special place in my hearts for single moms. I was raised by single parents during that time. You're kind of going through high school, you're playing sports. I was hyper competitive. I was, you know, driven to, to succeed in sports. And I went to college for about a semester and a half. And I'm. I'm sitting there and I'm like, I hate this. Like, what am I doing here? So I, I was introduced to sales. I had no prior professional background. I was making pizzas, I was doing construction work. And so I worked at a mall kiosk selling animated Bible videos. I was the guy you tried to avoid at the mall. I tease people that the malls where all of us older people used to go when the Amazon was a river, you know, we would like walk around these places and there was these kiosk workers you try to not make eye contact with. That was my job. And I sold these Bible videos. I always had big dreams and big goals. I always really wanted to do something with my life. My guess is your audience relates with that. You just. I just feel this like, burn and this, this desire to really, you know, make your kids proud, make your spouse proud, like living a significant life. When I was 25, I started my first business. I just went for it, just kind of went all in headlong. It was in the nutrition world. I was marketing a nutritional product and the company that we were distributing the products for, our overall distribution company, they went out of business. So when that happened I was like below zero financially. Back on credit cards, I was behind on taxes, left me in a really precarious financial situation. And so that's when we moved in the loft of my wife's parents garage. I started another business. I went and got two part time jobs. I was working in the weekday on one job the week, weekends traveling for the other job. Just that grind of just trying to make it happen. I remember coming home many nights, you know, it's pitch black and I'd kiss my little babies on the cheek. There's they slept in the closet. I would leave in the morning early, they would be asleep in the closet. I remember, you know, one in the morning asked my wife, I'm like are you awake? And she goes yeah. She goes are you awake? I'm like yeah. I'm like honey, am I crazy? Like am I chasing a fake dream? And my guess is some people can relate to that. You just wonder like it's like I know it's possible for Jeff, I know it's possible for other people. Is it ever going to be possible for me? I remember listening to an audio series by a guy named Jim Rohn. So I think a lot of us have heard of Tony Robbins. Jim Rohn was Tony Robbins original mentor.

That's right.

And he had all of these great speakers and he spoke and then they would all speak and share their stories, share their testimonials. So he stands up on the stage to close the event. He says we now have enough testimonials and enough personal experiences to conclude that it's possible to create and to design an extraordinary life. And I remember hearing that thinking to myself, I knew it was possible for all of those people to do I shouldn't have been possible for me with that business. I eventually got to a point where the business I could get rid of one of the part time jobs and I got the business big enough, the income big enough where it gets rid of the second part time job. We eventually moved out of the loft at my wife's parents garage, moved into a at the time like a 5600 square foot home and you know I went from a 250000 mile white Toyota Corolla to a 5 series BMW and I was like, oh my gosh, like, paid off my credit cards, paid off my taxes. I was like, I'm like living the dream, you know. Anyway, I ultimately sold that business. I did private equity consulting for two years. Then my current business, I came into a company. So check this out, Jeff. It was a, it was a company that was a couple hundred million dollars a year in revenue, had been in business for 25 years, was doing business in 20 plus countries around the world, but it had eight years of consecutive double digit per year decline in revenue. So in other words, revenues are going the wrong direction. It's written in kind of a really vulnerable situation. So I came in as part of a consulting team to see if we could help transform this company. And in that process we created a business model called social retail. Kind of a super simple sharing model. We created a new, a new company called Modere. And we were just like, man, I remember thinking, I said we have a billion dollar idea. Like this is a big idea. So I went into like started like leading the sales, like basically like heading up all of our sales organization. And in that process I was wrong. It wasn't a billion dollar idea. You know, to date, you know, nine years in, we've done over 2.4 billion. So it was bigger than I maybe even anticipated. Originally we acquired over well over 4 million customers and we've paid out over well over a billion in commissions. Because our model is we're building like these everyday, what I call everyday entrepreneurs, just normal folks that are sharing a discount code. And so that model has created, you know, a lot of success for a lot of folks. And it's been a really cool, cool thing to watch. I now get to share with people. I've spoken now in 30 countries around the world, well over 100 million views on social media. I share now with people that are your listeners that I now can share from my own personal experience and my own testimonial that it is possible. That it's possible for you listening to create and to design an extraordinary life. Even though those of you that are wondering man is even possible. Because remember this, there's basically five levels of certainty. The lowest level would be it's impossible. If something is impossible, guess how much time, energy you're going to put into something that's completely impossible. Like, well, not very much because it's not even possible. The next level up would be it's possible. So that's where it all starts, is at least it's possible. It's possible for me, it's possible for you to create and design extraordinary life. Next would be improbable. Yes, it's possible, but it is improbable for me. Like in other words, I know it's possible in the world, but the odds of me doing it are improbable. Next would be up is probable and then lastly is it's inevitable.

Oh, I love it.

You have to believe it's at least possible. But I like taking it from impossible to possible and then ultimately from possible to inevitable. Where your success is guaranteed. You know that you have the components, the tactical skill sets, the strategies, the mindsets to actually go make your success not hopeful or possible, but actually, you know, inevitable. And that's what I love to help entrepreneurs do now.

Well, I tell you, that's, that's such a mouthful of truth because what I've learned and like right now I have my hands in 31 businesses, which is ridiculous, right? What I've learned is you don't fail, you just quit before you're done. If you've got an idea and it's got legs, or even if it's a basic business that competes kind of in a red ocean, but you know, it's a money making business and you can compete as well as anybody else. Every business idea dies 3, 4, 5, 10 times before it finally gets the right mix of talent and technology and marketing and, and funding and everything that it needs to, to go forward. I think if I'm willing to stick with anything long enough that I can make it work. Now here's the question I've learned to ask. Okay, that's great, but is that the easiest dollar we can make? Yeah, you know, because there's a trade off in your time and your energy. Like, yeah, you can make money doing almost anything. But like is, is the, is the friction and the juice worth a squeeze on that? Really love what you said there. I want to get into this concept because I saw a video that you did online about social retail and you compared it to multi level marketing and you kind of compared and contrasted the differences to it. So it looks like you took a model that says I'm going to lean into this gig economy, I'm going to lean into products that people use every day. But I'm not going to do that old model. I'm going to turn this into a digital, into a social model and I'm going to create more leverage and I'm going to create less friction. And it sounds like you turn that company around in a big way. Is that basically what you did? Is is you really put a new spin on kind of a, of a multi level like model. Now. Is that why you compare the two?

Yeah, yeah, that angle. There's really two models combined that created social retail. The first is the online, just this drive to online shopping you have on these. It's kind of like called social shopping where we have companies that are doing billions in revenue, they have millions of customers and they have no stores. Like they're just doing through basically the power of word of mouth. And then the second one is the direct sales or network marketing or multi level marketing. The power of that one is these incredible people, you know, these incredible like entrepreneurial people that are out there passionately sharing about products or services that they, that they like. Both those models have limitations. You know, I've worked with a bunch of people from, they come from the retail space. They're like, God, it's just so hard to get people to talk about our stuff and how do we incentivize them and how do we like get our brand up off the ground? And then in the network marketing model, the, the network marketing model or the multi level marketing model may be the biggest fundamental flaw that that model's had is that let's say the company does a hundred million dollars in sales. The overwhelming majority of that revenue, that 100 million, comes from the distributor base or the, the representatives of that company consuming the products themselves. It's what's called a self consumption model, which means they're buying and consuming the products themselves, which I have no problem with them consuming the products. That's great. I have no problem. You know, they're passionate about it. It's great.

It's Amway. Right?

But yeah, but if you don't have end of the line consumers, not people that have signed up to make a dollar, not people that have even signed up periodically, but just end of the line consumers. First of all, the FTC and government regulation, regulatory agencies don't like it. But more importantly, it's like a fundamentally kind of broken model. It'd be like most of the sales from the car dealership are coming from the car salespeople. You'd be like, it doesn't make sense. Or most of the food at the restaurant is being consumed by the waiters and waitresses. Like that wouldn't make sense.

Yeah, there's only so much toothpaste that we can actually use ourselves. Right. Most people would say I should use a little more.

Yeah, you gotta, you gotta over time build a massive community of, of online customers. So here's here's the flip side to that. My passion was to create opportunity for entrepreneurs. Like, that's where like my, like that's what like, woke me up in the morning is to like, create opportunity for entrepreneurs. Like that billion plus that we've paid out in commissions, like, that fires me up. Like, we can, you know, go serve people at a high level and go help families and individuals to, and you know, to change their financial situation.

Yeah. So who do you help? Like, who benefits from getting involved with your platform? Is it, is it somebody who's got a 9 to 5 job and then they're going to do this after hours and they're going to start slow and then ultimately maybe replace their 9 to 5 with, with what you're doing?

Yeah, I think generally speaking, it, it's someone that has, you know, other things happening. Another career, maybe they're a mom, they got, you know, raising a family and they're looking for additional supplemental income. That's, that's definitely like the mass of who we serve. And they're looking for, you know, hundreds or thousands of dollars of additional income per month. With that said, though, we have some really sophisticated people that see what we're doing. They see that they can create, you know, a leveraged, a leveraged income, a leveraged business and really create something really significant. So we've, we've, you know, we, we attract those folks as well. But those are, those are like your 1 percenters versus, you know, the 99 percenters. We've also had some folks that have been really high level kind of influencer people. Our model, I would say, is kind of that like 1,000 to 10,000 people on social media. We've had people that have succeeded with less followers than this. But to me, that little nano influencer, so they're not even a micro influencer. They're like a step below that. Like they're on social and they have a little following, but they're following likes, you know, likes and trusts them. Man, we can help those people to start monetizing this time that they're spending on social media and start learning how to make money online. And that is, here's the thing, Jeff, there's a chasm, and the chasm's continuing to grow. A chasm in the world of do you know how to make money online or do you not, you want to learn how to be on the side of people that know how to generate income online. And we specialize in that, you know, we've become one of the kind of preeminent you know, opportunities for people to generate income from their phones. And then the other thing I think is happening a lot with this economy, with both inflation and either we're either in a recession or heading into one, depending on how you want to look at it. One of the things that keeps us playing small, whether it's just kind of as an employee or just kind of in our life, is the risk, the swallow of risk. It's like, man, if I got to go spend 50 grand to get this thing up off the ground, or 100 grand or 500 grand, depending on what the business looks like. And not to mention the sweat equity, but the risk, the cash or credit risk. With our business, there's really no, there's really no downside. You know, for a couple hundred bucks, someone's fully in business. And so even if you're just terrible at it, you know, even if you're like the worst, you, you walk away and you're, you know, you're not financially damaged, you know, where if you're good at it, you can start to generate income. And our goal is to help someone to get into the profit right away. But even if you're just terrible at it wasn't your thing, you didn't, you don't leave it just, you know, in shambles, you know, so you just kind of play small your whole life, you actually can go for it. And so it's a, it's a low risk, high upside business because there's low, you know, cash incentive or no credit incentive to get started. So that's what we've done. And it's been, it's been a super, super rewarding thing to watch this kind of come to life.

Do you find that many people that join you in this? It's their first entrepreneurial experience?

Yeah, for sure. They're what I call everyday entrepreneurs. So an everyday entrepreneur, for me, you know, they're not this huge business person, they're just a normal person. Like, they've got a little bit of hustle. You know, they're willing to follow some directions and like, they're willing to like, go for it, put themselves out there a little bit, and we can help that person to start to generate income. So again, it's that mom that's raising these two little babies and she's, you know, looking for some ways to supplement the income. Or it's a, it's a dad that's got a career, but he's looking to find a way to supplement the income and change their financial situation. I teach Three steps in wealth building. I was taught these by a billionaire mentor of mine that I've modeled so much of my life after. And the three steps are, number one, maximize income. Most people like in the United States are. Our median income is about 54,000. You want to maximize, you want your trend lines to go up as far as income, so you start finding a way to make more. So you make $500 extra a month, 500 extra, 6,000 a year at 60,000 over 10. Like, whoa. Like, you start maximizing your potential. Step two is minimize expenses so you create a max, maximum is going up. And then you start creating a trend line going down where you're getting rid of like the gym membership you haven't gone to in four years or just the goofy crap that you're spending money on. That gap is where you can do step three, which is to build cash flowing assets. What I love about our business is I can help someone to create a leveraged income so they maximize their income. Teach them how to, you know, minimize their expenses so you get a little bit more financial literacy and then ultimately to create cash flowing assets because you create a leveraged income that you leverage again into cash flowing assets. I mean, with that strategy. First of all, that strategy changed my whole life. You know, I went from a guy that, you know to like, had no business being in business at all, zero financial literacy, zero, you know, educational background, to becoming, you know, a relatively successful dude. You know, I look at that, that, so it's maximize, minimize, build, three steps. And so I love to help people to maximize. Like that's what I love about our business. We can help them to start adding more cash flow to their, to their life. And that is such an important step in wealth building.

You appear to be passionate about speaking and it looks like it's something you do a lot of and something that you're exceptional at. How does that fit into what you do? Is it a big part of what you do? Is it kind of an occasional thing?

Yeah, that's a great question. I, I speak all the time. I speak. I've spoken literally all over the world. I was just in Australia a couple weeks ago speaking, but here's how I would say it. I have friends of mine who are speakers who speak. That's like, that is what they do for a living there. That's their career. I'm an entrepreneur who speaks. So I don't want to be on a plane for four or five days a week speaking.

That.

That would not be the life I'm Trying to create like I, I'm all about leverage, you know, I'm all about like residual cash flow. So like just getting a speaker's fee and just grinding away on planes is not the life I'm trying to build. And so I love to do it because I love to serve people. I love to do it because it's a, it's a gifting. You know, you kind of figure out some of your giftings that you have over time. But I'm, I call, I can pick my spots. I don't, I don't have to do it to like make a living. Like, I, I pick my spots and so I can do it where I can add the most value and serve at the highest level and really see if I can move people's hearts. So that's how I do it. I, I speak, you know, I speak all the time, but I do it kind of. I get to pick my spots. It's. I, my primary business is my business. And so a lot of the insights and tips and strategies I have, this is not theory, you know? You know, it is, dude. Like if you're involved in 31 businesses, man, you start picking up some, some stuff that's you don't necessarily read in a book. You know, it's just stuff you learn on the job and in the trenches and in the fight that you can't, you just can't learn any other way. You know, some things you can only learn through experience. And so a lot of the stuff I teach is not like, you know, regurgitated stuff from personal development. It's. It's stuff, you know, that you learn as you're winning and losing as an entrepreneur.

Yeah. So everything's a compilation in life. I've got two books out. Discernment's definitely a compilation of what I learned building a national franchise to 240 locations. I wrote another book called hey Coach. And that was a compilation that happened from coaching 30 seasons of my kids sports. So when I get to the end of a chapter or an era, so I'm going to put that into a book so that anybody else, you know, it's not going to die with me inside of my skull. Same thing with Discernment. I sold my business in January 2019. The book came out later that year and I just wanted to really memorialize like who helped me along the way, what did I learn and what do I have that I can communicate that might help other people who are trying to accomplish something or similar. And it's very fulfilling for me. So yeah, 100%. And I've got so much stuff. So now of course I just keep it on a little phone. Right. So I'll be having a thought about a business meeting that I had and I'll just connect three or four disparate dots and I'll make sure that I capture that and I encourage people to do that. Like if, you know, they used to say journaling and I don't know if you've ever done any journaling. My journaling is just into Microsoft to DOS, but I've got 19 folders of different types of things because if you don't get it down right when you do it, it's gone, it's gone forever. And then that's actually when I look back and I, and I look at all of it. That's what I use in my speaking engagements and my keynotes and I'll, so I'll write, you know, I'll have a thought, a connected thought and then I'll develop that into a bit per se and then that'll, you know, I'll say, well, I'm going to end that next keynote with that. And then you see how it goes, right? It doesn't. I love that not everything works. And I think to a certain extent, Justin and I can see that you are a very charitable man. We have an obligation to take all of this road rash and everything and all of the failures, fights and successes and we have some sort of an obligation, I think to the broader society, to this economy, to the country, to pour into entrepreneurs because that is Main Street USA and small business is the engine of our economy.

It's the lifeblood. I agree with you 100%.

100%. So I really admire what you're doing and I really admire why you're doing it. I'd love to hear some philosophies about your kids. How do you speak into your kids lives based on what you learned early in your life and the hardships that you had and the struggle? And I think I saw some where you, your kids were sleeping in the closet. How have you used your experiences to inform them?

And that's a great question. So I have a couple thoughts on this. There was a man named David McKay that's, or David O. McKay that said this. He said no success outside your home can compensate for failure inside your home.

Yeah, a hundred percent.

I believe there's two races that we're trying to win. The first race is the race we all kind of know about. So if you're, if, if you're a competitive, driven, you know, maybe former athlete or entrepreneurial or business minded. Like, you kind of want to win. Like, you're not just doing this just to, like, do it. You're trying to, like, succeed. You know, they're trying to win. So you're trying to figure out what the rules are and how it works and how do you win and how do you, you know, so what is winning is? I guess, question one. So the normal race we all try and win is the race of success. So it's like build the business, make the income, build the investment portfolio, get the Instagram following, get the views, speak on stage, Whatever your, whatever winning looks like in that, you know, have the house, have the car, have all the toys, all that stuff. Okay, cool. To me, the real race is the second race. The second race is your relationship with your spouse, your relationship with your faith, your relationship with your kids, your. The way you treat people like your legacy, like the kind of person that you are. So if you were to win the first race, but you lose the second race, to me, you actually lost the races. So the goal is to win both. Now here's the good news. You can win both. So that's a philosophy that I try and share both with myself, but with my kids. Second thing I'd say with my kids, I believe that success is an identity process and you'll never outperform the way that you see yourself. And so if you see yourself as a winner, you're not going to roll over and quit like a loser would. If you see yourself as a loser, you're not going to show up and pay the price and do the things a winner would. James Clear wrote Atomic Habits, the kind of a famous book. And he said, there was two boys. One of the boys stole the candy. And they said to the first boy, they said, the first child, they said, did you steal the candy? And the little boy said, I didn't steal it. And they said, a second child, did you steal the candy? The little boy says, I don't steal. I don't steal. Is a different identity than I didn't steal that particular piece of candy. It'd be like, I don't drink is different than I didn't drink that particular drink, right? And so I, I try and instill in my kids an identity of who they really are when it comes to success. Like, my two little girls are in Drill, which is like the, the dance for the school. And I want them to know, like, your leaders, you know, I tell them like, yo, you guys are leaders, you're influencers, you're people that your voice matters. You're. I want you to set the tone, set the temperature for the team. You do all those things and the reason why is because you're setting an identity. Here's who you really are. And so they start to step into and perform up to that identity. And you'll never outperform the way that you see yourself. So those self limiting beliefs. There's a study done where they put little fleas in a little jar. So put a lid on a jar. A flea can jump 36 to 48 inches straight up. So a flea can jump three to four feet straight up in the air. So, Jeff, after three hours, not three years, not three months, not three days, not three weeks, three hours, the little fleas, they could take the lid off and the fleas would jump to where the lid once was. They become conditioned to play small. Now here's what's interesting. The next generation of fleas, their fleas would reproduce. The next generation of fleas jumped to where the lid once was as well. Because that was the example they saw, that was the identity they saw with, with the other group. They could all jump three or four feet straight out of the jar whenever they wanted. But they'd learn to willingly limit their potential because that became their new identity. And so I try and remind my, my kids, like, no, we are not doing that. You can imagine like, like, like the word I can't. It's not even allowed in our house. Like, if my kids are like, I can't do that. I was like, what? You know, like, we don't even say that kind of stuff, but we don't even say I can't. You know, like, it's like, I choose not to maybe, but the not, I can't. Like, we can do what we put our hearts to and our minds to, and we can build strategies and get resourceful and make things happen. My kids, we are so blessed by. My wife. My wife is amazing. Like, these kids are so blessed by her. Like, I had a friend say to me, he goes, dude, you should build a coaching thing where you teach parents how to raise kids. And I was like, man. I go, I go, here's the problem. I go, there's only three steps. He goes, what's that? I said, step number one is, you got to marry Missy. That's my wife. Step two is have amazing kids. And I go, step three is just don't blow it. So I'm not sure how much, you know, I, I helped in this whole thing. But Missy's been amazing. My wife's unbelievable, and I have just really, really, really great kids. I've tried to just take these. These success principles of excellence, because excellence is not an act. Aristotle says it's not an act, it's a habit. You build the right habits for these kids, and. But you build an identity of excellence. So you build the identity of excellence, build the right habits and patterns, speak into it, and then try and be a model. My son said to me, my son's 19. He goes, dad, he goes, you know, people ask me, what's it like? Whatever? And he goes, it's not what you say, it's what you do. And the. The essence of leadership is example. So as parents, we got to make sure our game's on, on point. You know what I'm saying? Like, we've stepped up our game because the essence of leadership is example. They're gonna. They're gonna learn more by what we do versus what we say. Like, by who we are versus how we, you know, what we try and preach. And you want to have the tongue in your shoes. I work the tongue in your mouth when it comes to that kind of stuff. So that's. That's kind of been my philosophy when it comes to kids.

I love it. I. I want to expand on something you said because it was so powerful and it was something that I. There's a business owner and leader that I really respect, and I had this exact conversation with him this morning, and we got really passionate about it. And it's this concept of knowing thyself. Both of us agreed that until you can see yourself for who you truly are, you are impeded from building great organizations, from building great teams, from building great companies. If you can't be extrospective, meaning if there was a camera in the corner of the room watching me, am I really objective? Can I get my humility where it needs to be? Can I get my ego out of the way? Because none of us are great at everything. I have this little list of all these things that I know I'm not good at, but on the other side, I've compensated for it with being studious, with being persistent by truly caring about people. Like every franchise that we have, every employee that we have taking a personal interest, I just can't. I'm highly empathetic. I can't help it, because just like these other things are kind of hard coded into me, and I can change them to a certain extent, I'm. I'm. Also hard coded on the things that I do and the things that I believe in. You know, you've given us a couple of lists. I'm going to give you three things about my kids that. Not that you asked, but I'll tell you anyway. Three, three little things that, that I've come to believe over the years. So first, always tell them the truth. Dog didn't run away. The dog died. You didn't make the team. You know, if you want to make that team next year, then you're going to have to practice whatever the truth of it is. Because I think kids are very astute at knowing when you're lying to them. And if you ever lose that trust, like if they, if they think that you're going to tell them some parent, you know, wash over the truth type thing, then they're going to stop listening to you and you're going to lose that connection. The second thing is I really like to teach my kids how to think, but not what to think. And I know that we need to give them our values, but you need to do that by example. The only way that happens is if they get burned by the hot stove. So the other thing is, I never will rob my kids from having success on their own. You know, there's, there's so many obstacles that we've removed from these kids in society. Occasionally you might want to, you know, kick a log for them to climb over so that, you know, they build that muscle memory and they build that stuff. And I'll tell you, it's real simple, but it's kind of easier said than done when situations come up. Yeah. I love what you had to say about what your son shared about you. I think for the job that my wife did with our kids, that there's no way they can possibly appreciate her enough. And in the things that sometimes mothers do, if they're the ones that are in the home and they're raising it like they're, they get taken very for granted. I think that's natural. But I also think that's, you know, part of our job as a spouse or a husband and a father to make sure that, you know, they, they appreciate that there was sacrifice to give them the rides to, to drill and all of these other things that they got. And I know, I know that when they get older, they look back and they appreciate it, but, you know, a little bit along the way would never hurt.

Absolutely agree.

Resources for people based on what you do, where, where can people reach out to you? What, you know, how do people kind of get into your tractor beam and what would be beneficial if somebody wanted to start investigating working with you? What would that look like?

Yeah, so, you know, my site, I am Justin Prince dot com. So just I am Justin Prince dot com. But, you know, I'm across all social platforms as well. Instagram, I am Justin Prince. Facebook, I am Justin Princess. I put out a ton of free content that would really, really help you to kind of get your head right and your heart right and build up your level, up your skill sets. And then in addition to that, I do. I'm pretty selective on how I do coaching you make sure it's the right fit for me, right fit for them and so on. But I have some really dynamic, you know, online courses that, that people take as well. And then I have people that reach out to me to work, work with me in my business and, you know, people that are looking to really level up their life and in, know, make money online and, and that's, that's, that's been a really great thing as well. So you mentioned this earlier, like it's, it's almost like it's our job to, you know, to give back. So when I was, I was in the middle of the grind, middle of the struggle. Back on credit cards, back on taxes. Anyone that knows that feeling, or if you're feeling it now, you'll know, like, you can feel it every time you swallow. This isn't like financial pressure doesn't go away every time you swallow.

You.

You feel this gulp, you know, a pressure that you feel driving down the freeway. Tears in my eyes, you know, just like tears are going to. Rolling in my face. And I'm having this conversation with myself, but I'm really having this conversation out loud. Like, out loud with go. And I was like, listen, if I ever become successful, I made two promises. Promise number one, I promise I won't forget what it feels like to struggle. Like, I won't forget the lump in your throat or the pressure in your chest. And then the second promise I made was I said, I promise I'll help if I ever become successful. As many other people achieve their dreams and achieve their goals as I possibly can. As I've now become more successful and broken free to where finances aren't your. You know, you're something you're thinking about all the time. I've tried my very best to wear myself out. And even like a podcast like this, like Jeff, this podcast, taking it to now, your audience, if we can leave them better than we found Them, leave them more inspired, leave them to go chase that dream, go become that entrepreneur, to go make things happen to where they go, infect the marketplace in a positive way. I mean, to me, it's all part of, it's like a fulfillment of that, of that promise that I made. And so I appreciate you and your audience. Allow me to, you know, come on and, you know, see if I can continue to fulfill that promise.

Yeah, it's been an honor and a pleasure. And you know, I have a, an observation that says people that lived for a long time in stressful situations with no safety net, develop a resiliency. And it allows them to think about risk differently and it allows people like you to do great things because you started with nothing. I started with nothing. And I look at every day and every dollar as a bonus that I never expected to have and the kind of people like you. And I'm going to Chicago tomorrow. I'm going to be an incredible room of people, the people that I've met in my life. I would never have thought in a moment that this could have possibly happened to me. But it was really just getting the mindset right and it was being fearless and trusting yourself to take chances and failing fast and moving forward and these types of things. So I really appreciate your perspective and I share the fact that the more successful we become, the deeper inside of our purpose, we have the opportunity to live on a day to day basis and impact other people. And with that, I'll ask you the question, what's your impact sentence? If you had one sentence to make an impact in someone's life today, what would that be?

Yeah, to me it's super simple. It's three words. It's be the one. You know, be the one that lives a life. Be the one that writes a story that future generations of kids that are yet unborn, they look up in their family lineage and they say, it was him, it was her, she's the one. She's the one that changed our life forever. He's the one that built the empire, the dynasty, as you mentioned earlier. So to me it's super simple. It's be the one. You'll notice, by the way, it's not become the one. In other words, you already are the one. It's the challenge is to go be that one today.

Perfect. Justin, thank you so much for investing the time with us today. This has been very inspirational and we're very grateful that you came on today.

Yeah. Honored to be on with you, brother. Great to meet you. Look forward to, you know, collaborating, getting to know you better and moving forward.

Yeah, 100%. Let's do it. And if this sounds like you that want to reach out to Justin or checking us out on homefront brands.com because you're ready to start your next chapter of Great Witness and to be the one, reach out to either one of us today and we will be looking for you here on the home front. Thank you, Justin.

Thanks, guys.