58 Minutes Of Big Idea Extraction [Raw Recordings]

What's up? You're about to see a few good, maybe like an hour or so plus, of the Idea Lab. So this is similar to the process I do run with clients, which is we get together, they rant, and I think, what's the big idea here? What is the one thing that can sell better than they can? Because ideas are more flammable than the entrepreneur is. And if you can find that one big idea, then sales are on easy mode. I made $4 million off of mine, which is likes in cash, and here's some examples of me helping others find theirs. Enjoy. What you're about to see is a recording of a presentation I made at Dan Coe's conference on how do you turn your value-based content and then you turn it into insight-based content. Because value-based content, it is my thesis, it attracts a lot of triers and not enough buyers, whereas insight does attract more buyers, and it's why my Instagram makes per follower 15 times as much as my Twitter. Hopefully you'll understand the distinction between each other once you see me write live in this recording. It was fun, I enjoyed it, people liked it, and so here it is. We're gonna start with this: we're drowning people in info when what they're starting for is transformation. Yesterday proved it. 3 hours analyzing viral content, frameworks, tips, no retention. But I still remember every word my mentor told me about his first speaking gig, how he froze on stage, forgot his presentation, and ended up just telling the audience about the time he lost his biggest client. Standing ovation. After 7 years building brands, I finally understood that tips are info, but stories are transfo.

Huh.

This is exactly what's happening on LinkedIn right now. Everyone's sharing tips, but what makes people remember you is transformations. Here's a framework I use with my clients. Start with the lesson, find the moment you learned it, make it visual, connect it back to the world. The best stories aren't stories, they're confessions with a business lesson attached. Your next post, no tips, just write one story about a time you learned a painful lesson. Watch what happens to your DMs. So first of all, let me, let me clean up my tear. That was beautiful, man. Good stuff. Second of all, let's say I'm your ideal client and I'm reading this, right? And I'm really into it and I'm like, okay, great. Like vulnerability and turning my pain and stories and tips. And then I'm like, man, this guy really knows his shit. And then maybe I'm considering some sort of becoming a client, but then you're like, here's a framework I use with my clients. Start with the lesson, find the moment, make it visual, connect it back. And then I'm like, man, Bernard, you're such a G, bro. Thank you for not having, not asking me to pay to get so much value from you. Let me take this. And then I'll for sure get back to you once I implement this. Oh, let me try your free stuff so that I can afford your paid stuff. Like the sentences we all like to hear, right? So what do you do then? How do you change this so that it's not value but insight? I really like this example. So we're gonna copy. So I just copied it, and then if you go to the doc I sent you, up to the top there's the prompt. So you copy that. This will, this will be included, and it'll be— you'll get it after email or on your dashboard. So you copy that, you copy your value-based piece of content. 'Cause I noticed that value often comes more natural to people. And then you copy the prompt. So I copied it here. So we press enter. You've discovered something fascinating about memory and learning. Transformation beats info because stories create neural pathways that tips can't. Okay. While everyone's obsessing over frameworks, you've observed that our brains are literally wired differently for narrative versus data processing. Okay. The frozen stage story from 2009 is still vivid while yesterday's frameworks vanished. This isn't just about engagement, it's about neurological levels. The big idea is that your prospects aren't suffering from info deficit, but from transformation deficit. Okay. Every piece of tactical content they consume makes them more informed, but not more transformed. They're collecting tips like digital hoarders while remaining fundamentally unchanged. They don't teach lessons, they create memory anchors that stick because they engage the same brain networks we use to process our own lived experiences. You could position your work as the bridge between having great expertise and making it unforgettable. Instead of helping people create better content, you help them transform their knowledge into transformation stories that prospects remember months later. Your process isn't about content, it's about memory architecture. We take their scattered expertise and turn it into story-driven content that creates lasting neural inputs. So some ways you can name it, I'm going to write for you and I'm going to show you how I would turn this into something. Memory anchors, stories that stick, neural marketing, sorry for strategy, transformation deficit, the experience gap, storywired brains, confession marketing. I like that one. I like that one. Scene setting content. The memory test. Anti-tips movement. Okay, so everybody here, including me, gets what we in the business call a CP. It's a cringe pass. So I'm going to start writing, and it might be very cringe, but I'm going to show you an idea of how this could turn into something. So some ideas that stuck to me from that were memory anchors. I like that one. I liked— what was it? Confession marketing. There was one that you mentioned here. No, wait. Painful or embarrassing. And I think there was one more. I'll start with this. So let us begin. You will never fail to find information. You open up, you open the feed, and there's going to be tips on how to, how I, how you can. It's almost always about information and what people can do. But these people are often not making as much as they could be making, or as others are making. Meanwhile, other people that seem to just wing it actually getting more clients and making more money than the rest, and their strategy seems pretty land, and raw. What is it? I still remember every word my mentor told me on his first speaking gig, how he froze on stage, forgot his entire presentation, and ended up telling the audience about the time he lost. Was it luck? My thesis is, is, was not, is what I call confession marketing. Right now, everyone's on the information marketing train with AI. It's 50x. They like— but the problem with that is that even though their brains are being fed, their hearts are not. The content is read, but it's not felt. The words are processed, but they're not retained. And so people end up almost knowing less after going through the info content you post than after, which ends up in fewer clients. When I work with clients, I have one rule. I have one rule of thumb. I have a rule of thumb. Information marketing is good, confession marketing is better. Remember that old adage that people buy emotionally and justify logically. When did we forget that? When did it change? Never did. And compassion was one— is one, if not the most effective tactic we've Got to transmit emotions because it lowers people's defenses and it allows you to create that connection that information marketing doesn't give people. They'll pay you, they'll buy from you, and they won't necessarily be able to articulate how. But you know it's because in the middle of the information marketing age, you chose compassion for yourself and for others. You made them feel something, and in the end, that makes up for the difference. See below, case study of a client using compassion marketing that went from $10K a month to $50K a month. This starts with you extracting your stories, turning them into compassion-based assets. Using those as your funnel for your product or service. This is what we get crystal clear on our first call together. DM me for details. Boom. I'm Jacob Molina. I made $4 million off of my big idea, and you're about to see an example of how I'm helping other people develop theirs. This one's about an athlete. So fitness stuff related might be interesting for you. Enjoy.

Trying to brainstorm like 3 big ideas, um, just to get my message a little bit like more clear. Um, and so I wanted to bounce some like off of you or what you thought. Yeah, let's see. So obviously my whole thing is like look, lift, move like an athlete. So like my 3 kind of training, I guess, pillars, it's like strength, plyometrics, and like power training. Um, and so when I was looking at creating like 3 big ideas, the only thing I could come up with, it was more of just like the contrast. Um, I couldn't really like name things, but it's not just a strength athlete, but an athlete. We don't just lift, we look, lift, move. And we don't live to train, we train to live. Um, because like the whole thing is like We're not just trading for strength anymore. We're kind of taking a more like holistic approach, I guess you could say. Do you like any of those? Like, as far as—

Do you have them somewhere written that I can see them?

Oh, yeah. But like, not in like a very organized manner.

It's okay. That's how ideas come up.

Can I just share my screen maybe? Or do you want me to just share this doc with you?

Yeah, show the screen. It might be easier.

To share the screen?

Okay.

Like it's a copy of your copy and I just wrote my ideas under your ideas. Can you see?

I can see. Okay.

Sorry in advance. I'm not the most like organized person. Okay. So here's where it's like contrary and ideas. And so this is just like, as I was going through the workshop, I was just jotting down everything that was coming to mind. And then I tried to put them into like, you know how yours, you made a little, you wrote them down and posted them. Another thing I was trying to think of is like absolute strength, but like trying to spin on like functional strength where it's like, I don't know.

It's okay. It's okay. Okay. I, um, so a lot of these big ideas are about creating contrast so they look, they look differently. Can you, can you go where it says not just a strength athlete? Yeah, there you go. So I like you comparing athlete to something else and strength athlete. Might not be what you're looking for here. What about lifter? There's a difference between a lifter and an athlete.

Yeah. Okay.

We don't just lift, we look, lift, move. There's a— my— actually, my life coach might help me, might help with this because he said most people do There's like planes of rotation when it comes to, or of doing effort when it comes to, um, lifting. I think there's like, there's sagittal, there's one that's like differently, and then there's one that's to the side, something like that. You've heard about this? Yeah, you, you know more about this than I do. But, um, so like most lifters lift in one dimension, 1D. Yeah, look, lift, move, people lift in 3D. So that's more interesting, right?

That's way more interesting. Yeah, God, you're so good at this. Okay, um, so that would be like this one.

Yeah, so you lift in 1D versus we lift in 3D. Okay, we move in 3D. That's better.

Okay, I like that.

Um, and that's just, that's just two for you to test, because these ideas I feel like When you, when you have a lot to test at a while, uh, you don't— we don't nurture them enough. And yeah, uh, so like, try these two and we can, we can take it from there. But I like the 1D versus 3D, and I like the lifter versus the athlete.

Okay, I like that too. Uh, okay, I think that was like all I wanted. Whenever— my last question would be like, when you say like test it, um, I know that you've gone over this and like how you test it What would be your first suggestion on how I test it?

What's up? I'm David Molina. I made $4 million off of my big idea, licensing cash, and I draw ideas from people so that they can turn it into million-dollar businesses. So you're about to see an example of one which is about fitness. So fitness is kind of a saturated place, right? Quote unquote. But if you find one big idea inside all of the kind of things that are obvious to you but fascinating to others, then it can be much easier to sell. Hopefully you'll, you'll get the point once you see the example. So enjoy. I'm going to record and paste what you just gave me. If you want to take your fitness and physique to be top 10%, do the following 5 daily habits: sleep 7 hours, drink 100 ounces of water, walk 12,000 steps a day, 30 to 50 pull-ups, 100 kettlebell swings every day with 1/3 of your body weight. So I take this and I think, this is very valuable. Thank you. I'm gonna do it on my own and then get back to you, right? Which I don't like hearing. But let's, let's run it through this. The truth that reveals the insight. You've discovered that elite physiques aren't built through complex programming or gym obsession. They're built through non-negotiable daily minimums that most people dismiss as too simple. Your insight is that top 10% physiques come from doing basic things consistently rather than perfect things sporadically. You're essentially saying the secret isn't in the complexity, it's in the commitment to simplicity. I like that. Commit to simple instead of complex. So that is the truth, right? Basic thing consistently linking your insight to an idea. The idea born from this insight is that fitness success comes from treating certain movements and habits like brushing your teeth non-negotiable dailies that happen regardless of motivation, schedule, or circumstances. It's not about having the perfect workout. It's about never having, never missing the fundamentals. Position product as a way to get the benefits of the idea. You could position your coaching program as the system that identifies someone's personal daily 5 and builds the structure to make them automatic. Instead of selling prioritization, you're selling the discipline architecture that makes simple things inevitable. The bridge is, here's how to identify your non-negotiables and build a system so they happen even on your worst days. So, the Daily 5 Protocol, 5 Negotiable Daily Minimums, Minimum Effective Habits, the Brushing Teeth Method, the 80/20 Body, Simple Stack Fitness, the Non-Negotiable 5, Minimum Daily Dose, Consistency Code, Baseline Bodybuilding, 365 Methods. So at the end, the prompt is going to ask you a few questions. Would you like to reroll, pick one of these and develop it further, or did they miss the point and they would like you to try again? So would you mind unmuting yourself and walking me through this if any one of these landed or you'd like to reroll? Yeah, so the, uh, I would say that 80/20 was— that would be kind of the closest. Maybe rename that one to the 90/10, but other than that, I would probably want to reroll after that. Okay, let's reroll more around, uh, 80/20 angle. Why, why was it closest, but why did it miss the mark? Uh, because just the premise of Being in the top 10% means you're already above 90% of people, and everyone's pretty familiar with 80/20, I feel like. I'm going to tell you where my brain goes off with this. And again, this is like, this is a skill that we all have, but it's easy for me to see because I'm not in your world. Like, You know, like sometimes you get like bomb message from a stranger and you're like, how could I not see that? Well, it's because you're inside of it. That's why you can't see it. So here's an idea. I like that you've got this. We can create some contrast here. There's a workout split and you can create something related to a workout stack. So what is this? A workout split tells you to do push, pull, legs, or other complicated words like reps in reserve, uh, RPEs, PRs, and and other stuff that you don't really need. In my experience, I believe more in simple workout stacks. If you do 100 pull-ups, you will somewhat consistently— you will catch a bigger back. Same with crunches and same with push-ups. My clients don't have time to figure a lot of the numerology stuff out, of the split stuff out, nor do they need to. We focus on stacks. The goal for the week is to stack a certain amount of reps of only the most effective exercises that put you in the top 10% of physics. We track you stacking these on top of each other rather than have you do math about how many— but other workout splits. This is why at Stacked Fitness our numbers look like this. So you can pull up kind of like, um, can pull something up like this that says workout stats. And then you can have here something like your clients, Joel, Laura, Rachel, and pull up a line. And then you can pull out a, a board graph. Of how many times they did the same exercise consistently. Just the same old for how many days did they actually do the thing. And here you can put a picture of each of their transformations. It's like, see guys, you don't need to overcomplicate this shit. You don't need to do a workout split. You need a workout stack. You need to stack up the most effective ones because they've been on it since the golden era of bodybuilding. So why are we going to reinvent it? Let's focus on the fundamentals and do workout stacks instead of splits. Shit, you just broke down my whole philosophy. Good. We're doing something here. We're getting something here. Yeah, so it's like— appreciate that. Yeah, you can do a lot of this stuff even, even inside your product. You can get people to get on a one-on-one call with me, talk. I extract the same big idea— well, not the same, but you know, the same process to extract the big idea from you that I did with these guys. So go to my Instagram, you can DM me big idea, and we'll take it from there. We're going to start with one of my favorite marketing stories of all time, and it's how M&M's came to be something big. So M&M's wasn't a thing before one of the two world wars, but it was kind of a war candy. Like, people would take the chocolate shells and eat it in the trenches. And one guy really liked it, soldier, and after the war ended, he came back home and he wanted to make M&M's a thing. And he goes to this marketing campaign guy and he's like, Well, what's special about these chocolates? And the guy's like, well, they taste really good. They're nice. They're like, you can use them in the war and when whatever, like talked about his stories, but he couldn't really find anything that was tangible and beautiful and like the thing about it, right? The big idea about it. And he's like, well, it sounds kind of the same as everything else. What makes it truly special? And the guy goes, well, I don't know, man, but the thing about M&Ms is like, they melted in your mouth, but they didn't melt in your hands. And the guy's like, wait, what'd you say? Hold on. And that, that's the thing, right? And that one saying, like that one fact, that one big idea that M&M melts in your mouth, not in your hands, it went on to be like billions of dollars, right? The best thing that marketer could have done at that time was point that out for him and be like, You don't realize what he just said. You don't realize how powerful this thing can be. And so that's my addiction. I look at people's stuff and I think, what is the one big idea that we can extract out of this? For me personally, I've made millions of dollars online. Most of it was through selling coaching and consulting offers, but I didn't make $3 million being a coach. I made $3 million off an idea. It's the idea of likes and cash, uh, and it's just a concise thing that really symbolizes what I believe in, what I stand for. And it makes selling products on the back of that idea so much easier, because in order to get people to buy, you first need them to buy into. So if you can get them to buy into your big idea, your equivalent of Likes in cash, melts in your mouth, not in your hands, or Rolls-Royces at 60 miles per hour. The loudest noise in this Rolls-Royce comes from the electric clock from Ogilvy. If you can find that one big idea, then you are kind of in a category of one people can't really compete with you because the only way to get that big idea is you because you created it. There's nowhere, nowhere else that people can get it except for you. So I tell people often, you don't really need a plan, you don't need an offer, you need a patent. You need a patent for that one big idea that you can take to the million. Me personally, I believe one big idea takes you to $1 million. And today I wanted to share 3 ideas that I've helped develop for clients so you can kind of understand and see the process so that I can demonstrate to you how just coming up with one different way to frame or see what you already are good at and what's obvious to you into one big idea can really turn, well, business much easier. It's like an easy mode. So we're gonna switch to the iPad. I'm gonna show you how I've developed 3 big ideas in health, wealth, and relationships, and maybe you'll take something for yourself. So we start with health. Now, the thing you want to take into account when developing big ideas is understanding that a lot of it is really obvious to you. You do things that are obvious to you but fascinating to others, and the game is in actually finding what is the one thing that you kind of like just skim over, but other people are like, wait, you do that, right? So an example of this is Hunter. So the thing with Hunter is she trains people and she's a fitness expert. Now I inquired on what do you do differently, because there's a difference between being elite because she went to the Olympics, right, and being just like every other six-pack bro that tells you to track calories. Right? Like, what's the difference here? And then she elaborated on how her process actually has her clients doing plyometrics and other movements. And I'm like, okay, let's zero in on this. And this is like obvious to her, but not obvious to everybody else. So when you go to the gym, what does the normal health bro make you do? It makes you move things in one dimension. It makes you move things from up and down, or sometimes from down to up, but it's really only one, one direction, right? One dimension. And she's got them doing plyometrics, not only moving things up and down, but also side to side and also rotational. So then I understood something here. She just doesn't make people become one-dimensional Jim Bros. For a hunter The thing is creating a complete 3D athlete. We will go from the one gym bro, the one-dimensional gym bro, to the 3D athlete. It's, it's something that she doesn't just do up and down, but up and down, side to side, and rotational. And coming up with these ideas, Hunter's job then isn't to teach people how she can get them better six-packs or eat more food and still lose more weight. To her, she's playing in a different league now. She doesn't need to convince people that, well, she can just get them better six-packs. She has to sell the identity of the 3D athlete, a more complete athlete. And because people need to buy into it before they buy, if she can get them to believe this big idea of the 3D athlete, then can you see how easier it is to convince people to buy into the next area, which is her, right? Buy into her coaching. And that's what I tell people. You don't need a— you need a better offer. You don't need a, like, a cooler thing. You need a patent. You need one big idea that you can bank on. Like, that's what I did. I banked on likes and cash, and because of it, a lot of wonderful things came. So next, we're gonna go with wealth. This is when we can get into making ideas visual. Some ideas lend themselves to visual things, and some, some don't. For example, likes and cash is not exactly a visual thing, but some ideas can, and this one is an example of it. So I work with Tobias. So Tobias is an AI expert. Now, AI now is getting a lot of, a lot of noise, and it's, it's hard to like really pinpoint Okay, what does your prompt actually do, right? A lot of people are looking for that. So when you put things visually, I haven't met anybody who wouldn't classify themselves as a visual learner. Like, it's most people, right? So when your idea lends itself to something that can be expressed visually, you immediately get it. It's like if you see a car coming to you at the street, you don't think, oh man, a car's coming to me at the street. You just move, right? So an example of this was bias. So his thing was he had this prompt that allows you to kind of organize your, your data in a really nice way. It, you give it like messy stuff and it returns everything like in a nice table so that you can do stuff with it, mainly leads. It's leads that maybe you didn't know if that lead list was good and that turns into, well, these leads are good. So how can we frame it? What's the big idea behind it? How can we say Excel in a way that's not like boring, right? And this was a joint effort. He called it something that really resonated with his audience, which was ugly data. And then we took it one step further. So let me show you what that looks. So this mumbo jumbo of numbers represents ugly data, right? So what are Tobias's competitors selling their data prompts as? Organize your data, supercharge your lead flow, 10x the efficiency of your— it's a bunch of— what does that mean, right? And a lot about big ideas is subtraction. We want to subtract all the words to really say something. And really, I love this quote for writing: say what you're saying. What is your one big idea saying? The best ideas encompass something and it makes it look like I never thought of it that way, but it's so simple. That's what you want with your big ideas. You want simplicity because if a big idea has excess, then excess doesn't translate well and it doesn't spread well. And if it doesn't spread well, well, it's not a big idea, right? So his competitors are selling organize your data, supercharge your lead flow, whatever, right? What we did was we put it on a visual. So it goes like this. So you see this ugly data that you've got. This right here, what I got here is a prompt. It's the ugly data prompt. And what that prompt does is you copy and you paste your ugly data into that prompt. And then what that prompt does is it finds the money opportunities inside of your data for you. So when he shows people this visual and it shows the before and after, then people go, I get it, this finds money among my ugly data, right? So the big idea here is the ugly data, the ugly data prompt, and so on and so on. Once you get people to buy into things, getting them to buy is much easier because then they already saw the effectiveness of it. Again, in order to buy, you need— in order to get people to buy, you need them to buy into. So that's another one. And the last one of working with clients is Peter, which is relationships. Now there's a bunch of big ideas in the relationship. There's like the red pill, the alpha male, the sigma male, the green lines. So there's a bunch here. And well, he had trouble differentiating himself from all the dating coaches, right? Like, what makes you different? What makes you better? And I again inquired, what do you do in your relationships that's different? And we came to the topic of dates. The way he organizes dates is he says, I start my dates actually pretty normal. The mistake guys make is they make their dates super exciting in the beginning, they make it super flashy, but then if you serve the best thing in the, in in the beginning, then the date can only go down, right? And it's going to be like nothing after that's going to be the best thing. So I actually start my dates a little bit worse and then I work myself up to making the date an experience and make it progressively more exciting. And I'm like, this is great, we should do something with this. So what we arrived to and the big idea we arrived to is that there Every date you're going to go into kind of have— has this ramp relationship. You don't want to be the guy that has a date structure like this. Like it starts really high, but then all the date kind of does is go downhill after that. What you want to do, and this is the big idea, you want to have the correct date ramp. You want to start with kind of like an okay situation so that you can end up in a really exciting situation and build your way up. So the date ramp idea was the thing that he helped people with. He's like, it's not just about dates, it's you gotta have a date ramp, you gotta know what to have. And he had this model, it was really beautiful, on what to do on every stage of the date so that you'll have an appropriate date ramp. And when people understand this concept, it sets him up from everybody else who tells them, oh, just be red pill, just be alpha, right? This is a model. This is a thought behind it. This makes people go, what else do you know? So these are just 3 examples of big ideas. But the, the big idea here is that you got to find yours, because when you find yours, you can differentiate yourself from A fitness coach to, I train 3D athletes. I get people to be complete 3D athletes that move in 3 dimensions. From an AI bro to the ugly data prompt that cleans up your data and shows you where the money opportunities are. And you can demonstrate this visually. From a red pill dating coach to, let's set up your date ramp so your dates will go well. And this is why they're not working. Is because you're structuring your date from the wrong way. We should put it the right way so that you start low and then you build up to a really exciting evening. And so on and so on. But that's a big one. Find your big ideas. That's what's important. I didn't make $3 million off being a coach. I'm actually a terrible coach. Like, I don't follow up with people. I don't hold people accountable. I don't do any of that stuff. But I had one big idea. And from that one big idea, I understood the power of it. Because once you find one, One big idea takes you to $1 million. I've done it, I've helped people do it, and this is what we do. So find yours. In my channel, there's a bunch of videos on— there's others on big ideas, so you can see how I do it. And if you follow me on socials and DM me, then we can have a conversation about working together so I can extract these big ideas from you and what that would look like. Because I don't really run a done-for-you business. Like, I don't do stuff for people. I don't do things with people because frankly, like, you know, if you don't do the work, then what's the point? I run a drawn-from-you business. I will draw your ideas from you so you can turn that into a million dollars. So if you'd like my help, then you can DM me and we can get to that, and we can find what is that one piece of brilliance that you think are obvious but other people would pay a lot of money for. So yeah, see you. All right, so today we're going to do a little bit of testing. I, um, I posed as a fitness coach, gave it to the big idea prompt, and saw some ideas that I really liked. And I thought, this is powerful, uh, especially in 2025 because of how algorithms are designed now to show you posts. So something interesting about how it used to work in social media. So open up your feed right now and you're gonna notice that most of the posts that you see are by people that you don't follow. They're strangers, and there's typically often, uh, very high engagement posts. They're very entertaining. And that's not the way it used to work before. You used to see mostly only posts about people that you already knew or, or you already followed. So things have changed. And the way I like to frame it was that before, it used to be kind of the age of the individual. Audiences had a higher value, personally I believe, than they have it today. I believe the value of the audience has lowered because now you just don't see people that you already follow. You see other stuff. You don't see individuals, you see individual pieces now more. So this is terrible news for people without ideas, but it's great news if you can find yours, because individual ideas are more flammable now. If you have a good idea and it's a powerful idea, then the algorithm does reward you for it, and it makes it easier then to sell anything that you— well, your offer. Because it's easier to sell people an idea first and an offer second than the other way around. Because if people can buy into an idea, then it makes them much more likely to buy into the product associated with the idea. So I'll give you some examples, like Paris. The idea of Paris— what does Paris represent? It's love, it's connection, it's romance. So people will buy into that idea and then spend $10,000 or more in a trip to Paris, right? Or chickens, right? So free-roaming eggs. Like, I don't really understand or feel much of a difference when I eat normal eggs and free-roaming eggs, but I like the idea of, you know, free chickens, so I buy those, right? Or straws. At some point, for some reason, in 20-something, we associated plastic straws with killing turtles. And then nobody was using plastic straws, and people were selling the metal ones or the paper ones, and those became more popular, right? So ideas correlate really well to money, because if you can get people to buy into an idea, then the product associated with the idea becomes a much more natural sale. So I believe personally that AI is the most powerful tool of today. And I believe ideas are the most powerful tools in history. And I believe that if we can combine those two to find big ideas within us, then we can make great things happen. Because the problem with big ideas is that they're kind of random. You don't choose typically when a big idea hits you. So if you read marketing books on how to develop big ideas, they will literally tell you some piece of advice is go for a walk. Go train. Ogilvy recommended you drink a glass of wine or a pint of wine, which is cool, but it's like knowing that ideas are the most powerful thing I have in my business, I would like it to not be random. And I think AI opens up that door. So I have a prompt in which it will question you and it'll come out with big ideas from you. It'll extract kind of your own brilliance from you, because sometimes you've been inside of your work for so long that you forgot how impressive it looks from the outside. So for you it's obvious, but for others it's fascinating. And if we can find those big ideas within you, then I think it's going to be much easier for you to sell in the 2025 algorithm than if you just try to sell people into a product first. If you sell the idea first, you sell more. So I'm going to demonstrate this live and show you what I came up with. So this is the prompt right here, and, um, I'm selling the prompt on my list, so I'm going to show you how it works. So first, the ground rules. You're gonna basically— you copy and paste stuff, you upload a PDF, and that's it. And I'm going to show you the conversation later. But the ground rules is that ideas always start crunch. Like, at the beginning you're like, "I don't know," but then you start believing it and it starts turning into something. Like, imagine you go up to the metal straw marketing department and you're like, "You know what, guys? You know what we should do to sell more? We should use turtles in our campaigns and show how our competitors are killing turtles. Poor turtles." Like, it doesn't really make sense, but it works, right? So, have a crunch test. Also, you are allowed to ask the prompt to elaborate. So if it asks you a question and you don't really understand it, then it can be like, yo, can you help me out with it? These are valid things you can tell it. Or concerns. If you feel like AI is being, or pulling you in a direction that you don't really want to go, you can tell it. It's like, I don't want to go here, let's do something else. And it'll go somewhere else. You can move on to the next question if it starts feeling like a chore. If something feels too corny, tell it, "That ain't me, do something else." You're allowed to be a kid because it's more fun if you're having fun. If you're not, then you're not gonna be in that childlike, whimsical state of mind where you're really creative and it allows you to create great work. You're allowed and encouraged to rant because it extracts stuff from you, asks for more ideas, or helps you think. And you're allowed, of course, to hurt its feelings because it doesn't have any, and it'll still give you a great output, which is different from people. Like, if you discuss big ideas with people, you kind of— you don't want to be rude, right? If somebody gives you a stupid idea, you don't want to be like, that sucks, right? But with AI, you can tell, hey, that sucks, give me something else, and it'll give you something else. So those are the instructions. I'm— I recorded a previous video on like me running the prompt and talking about my approaches of a fitness coach. I'm pretending to be a fitness coach for this, and it was a little too long for a YouTube video, so I thought, okay, let me just, let me just show the conversation and what it gave me. So I'm going to give you some examples of what the interaction was like. So I'm like, I'm a fitness coach. Well, it asked me, what kind of work do you do? And I'm like, I'm a fitness coach. I help people lose weight and build muscle. Right off the bat, he's like, dude, this isn't gonna work. Tell me more about it. And I'm like talking about how I talk about— we start with an assessment and I do some stuff that I may not advertise. And then he's like, okay, what stuff that you don't advertise? And I'm like, I'm really big on lowering anxiety, reducing your stress, and so on and so on and so on. And this goes on for very long. I gave myself permission to talk about stuff like Let me walk you through an example. Okay, I'm getting tired. Do you have enough to take it from here? So you can ask that kind of stuff and it'll give you that stuff. So it gave me an output which I am going to pull up. I think it's here.

Yeah.

So expanded contrast and big ideas. Can you see it there? Yeah, so I talk about— basically, I help people who are high performers in business get fit, and I'm telling them your business brain is not the same brain you should have for fitness. Your fitness brain is different from your, uh, fitness brain. Business from fitness brain. Because for business, you want to control stuff, right? You want to keep on track. On fitness, you want to let go of a lot of the outcomes because a lot of things you can't control, like your weight every morning. You can't can't control that, right? So treat it more like you just put in the inputs and you let go. And it gave me a— it gave me a bunch of ideas and contrast that we can use. So I'll give you 5 that I really liked so you can see how it went. And also, uh, you— I, I feel like I'm saying this for the 3rd time in this video, and I am, but it's important for you to know that you're allowed to like treat this person really roughly and be like I don't want this. Can you give another idea? I don't like this direction. This feels too corny. Because that's the point. It's your idea, right? It's your business. And if you don't like the way it's going, then it's not going to get better, right? If you multiply a negative number by something, it's still going to be a negative number. Not technically, but you know, you know what I'm saying, right? You understand me. So 5 ideas from JK the Fitness Coach that I personally thought were pretty cool. So let me walk you through how I'd market this if I was a fitness coach right now. So number 1 that I really liked was Big Shirt Fitness. It gave me that one. So I like the idea of Big Shirt Fitness because I told people, if I were to coach anybody, I'll tell them to wear a big shirt at the gym. Why? Why does this matter? Because then you wouldn't stick to— you wouldn't be concerned about maybe water fluctuations, or you look different. You just wear the big shirt and then focus on the inputs, right? And then I thought, maybe this could be a thing. What if I open up a community and it's like the Big Shirt Fitness community, and the task for every day is everybody's got to wear a big shirt at the gym, take a picture, and post it as accountability? Then the people who are ahead, they wouldn't really mind because they're already ahead. The people who are behind, they don't really mind because everybody looks the same in a big shirt, right? So the Big Shirt Fitness is a symbol. It's a symbol to 'Put on your big shirt because the work is for you and not for them.' Right? So I really like this, like, as a concept for if I were a fitness coach. I'm like, there's, uh, tank top fitness, people who are all about flexing, and then there's big shirt fitness, who we do it for ourselves. We don't check the progress— oh, we don't check the outputs, we put in the input so that we will get the outputs eventually. So I like this one. Thermodynamics over tactics. So it asked me about how are some things that I disagree with, maybe with fitness. And I said, people think sometimes you gotta up your calories to lose more weight because of your metabolism and so on and so on. And I said, I don't believe in that. I believe in thermodynamics over tactics. So at the end of the day, it doesn't have to look pretty, it doesn't have to be efficient, and it's okay if you don't do everything that the top fitness guys tell you to do. If you're in a calorie deficit, you will lose weight. If you're in a surplus, you will gain weight. So let's focus on thermodynamics over tactics. And I thought this would be cool as something like likes and cash. So I have my own likes and cash, and I sign off every email with it. People could sign this with thermodynamics over tactics, comma, David Molina. Likes and cash, comma, David Molina. It's like a saying that it allows you to like remember that North Star. And there's another one like this. This one. The goal is to be less fat than yesterday. So how I talk about likes and cash, right? It's a saying that I— it's true, it rings true, and it simplifies what I stand for. This one simplifies what I stand for as a pose or fitness coach. So I could sign off an email like this: The goal is to be less fat than yesterday. Did you have a great day yesterday? Great. Tomorrow the goal is to be less fat. Did you have a horrible day yesterday? The doesn't matter because the goal is the same. The goal is to be less fat. It allows me to focus people on the process and the things that really matters. And I can see this phrase becoming a thing. It's like how I went from focusing on every single calorie and tracking everything to just, my goal is simply to be less fat than yesterday, and eventually I'll get there. And hopefully you can see how we're starting like this fitness culture, right? It's like the big shirt fitness. The thermodynamics over tactics, be less fat than yesterday. We're starting to like believe and have a thing and big ideas that people can stand behind. And this matters because of the algorithm. Again, ideas stand more than individuals now, so it's important that you have yours. Calories and anxiety versus calories and macros. So this was another one on method. So most people track calories and macros, right? But I am a believer also in tracking your anxiety, because if your anxiety is high, then eventually you feel like the car's wobbly and then you crash. And then when you crash, you eat everything or you quit, and that's the way to lose. So if you track your calories and your anxiety as well, it will allow you to adjust depending on how you're feeling that day. Because if you stick to something for, let's say, 3 months, you'll get more results even if you're going slower than you stick to something for one really intensely, and then you completely mess it up for the other two, or you get discouraged. So by tracking your anxiety as well as your calories, it allows you to stay consistent. And that's the one thing with fitness— just consistency. And I like this one: scale slave Spencer. So, uh, again, hopefully you get the gist of it, of how I think about fitness. Um, I don't believe in like weighing yourself so much. I don't believe in tracking how have like every single little thing. I believe in putting in the inputs, then putting on the race blinds, and don't, don't think about it. Just do the things and eventually you lose weight. Thermodynamics over tactics, right? So scale slave Spencer is the opposite. It's the guy that he freaks out when he gets on the scale and he doesn't understand that he's not supposed to weigh less every single day. There's fluctuations in weight. So scale slave Spencer is the guy that's a slave to both the scale where he steps on and the scale where he weighs his food, because he's always tracking the little, like, stuff that doesn't really matter, because the goal is just being less fat than you were yesterday. So you want to avoid being scale slave Spencer, and you gotta be a big shirt fitness person, somebody who between standing on the scale and putting on the big shirt, they'll put on the fucking big shirt and they'll go to the gym and do the things that are require. So here are some ideas that it gave me. Now I will say, uh, AI is like a sniper rifle without a scope. It is great at shooting, terrible at aiming, but if you give it a little bit of direction, it will win you the war. So it will give you some stuff, it'll give you a bunch of ideas. Then your job then as the entrepreneur is to understand that AI is a servant and not your master. When you look at that, close it, and then you think, what ideas does this inspire in me? And this is when you got to give yourself the cringe pass and allow yourself to— it is okay to be a child right now. It is okay to invent, because the great ideas, they cannot be given to you by the adult self. They have to come from the child self. And the child itself is not afraid. They don't stick to any rules. They just go out and play. Like, infancy conforms to nobody, people conform to it. I like that quote by Emerson. So, um, that's what it's going to give you, right? So you take that prompt and then you use your— like, it'll take you like 90% there, and then you use that 10% to add that little bit of touch of you. And then you have your big ideas. Once you have your big ideas then if you can convince people of them, then imagine how much easier it would be to convince people to join your stuff if you called it— in two scenarios, number one is your coaching, number two is the Big Shirt community, right? And you sell them on the idea of the Big Shirt, and now you understand that these guys have a thing, they wear the Big Shirt every time, right? Imagine how much easier it would be for your message to land If you told people, yeah, man, like, the job is just staying consistent. That's all you got to do. Just take us, you got it, right? Or if you put it on a shirt, be less fat than yesterday. The goal is being less fat than yesterday. Maybe not on a shirt, but in their minds, right? And then it's something that they can remember and be like, ah, yeah, JK, the fitness coach told me this, right? So anyway, That's how the big idea prompt works. It extracts things from you, and you are encouraged to rant, to be rude, to be childish, to be bratty, and to have your own whims, because this is your business and you need to be like a kid in order to extract these ideas. Because, uh, I like this quote in the Bible too. It's— I don't know it precisely in English, but it's something like the king, the The kingdom of heaven belongs to children, to the, to the, to the children, something like that. And it's true, because when you're in that childish state, you have no fear, and people want to be like you, and people respect them. So you need to be in that childlike state, and it allows the AI to extract the best ideas from you. So anyway, that's how it works. Hopefully it was helpful. See you in the next one.