What Makes Events Truly Transformational Instead of Just Another Conference? - Brody Lee

Forget pitch fest and hotel ballrooms. My guest today here is Brody Lee and he is here re engineering events into immersive experiences powered by AI where it's actually shaping all the details. It's co created with the audience. And breakthroughs aren't just sales. It's actually his setup to trigger to donate clean water for millions of people based on what's happening in the room. So his personal experiment with all of this is to build a seven figure event in only 100 days with absolutely no safety net. So no previous email list, no ad spend, none of his personal cash putting into this. And he's doing this all so he can prove what's possible when business equals impact. It's completely redefining what events are in this new phase of AI and technology and kind of human disconnection. So it's flipping the script. He's going to dive into it now. Brody Lee.

All right, Brody, we're doing this. How are you doing, my friend?

I am doing just great. I'm really happy to be here.

Yeah, dude, me too. You know, we got connected recently through Charles Bird. Got to give him a shout out, always do. And you know, we have a lot of mutual friends we were talking about. Greg Merrily's another buddy of ours who is just awesome. He's been on the show a ton of times, so. But you were, you are the events guy and that's hopefully I. Hopefully I have that reputation. Well, that's what I hear at least. Word on the street is you get some big plans which I want to talk about and how things are changing because you know, we talk a lot about AI and how things are changing so much on the show for entrepreneurs and just everyone alike. But like you're kind of spearheading this whole like reinvention of what events can be are and yeah, you just have this interesting background track record of doing them, but also what they can become. So I guess. Any thoughts on that before we dive in?

Yeah, man. Look, I come into the event space with. I was fortunate enough to work for Apple at the time when Steve Jobs was around. So the late 2000s, early 2010s and I got to see firsthand how he did these incredible events, these product launches that just captivated people around the world and forced millions of people to come into stores to the point that people were waiting outside overnight to get the latest iPhone and they would queue up for hours and everything. And so our product launches were amazing, but they created a quality problem for us. Whereas our one to one sales model where you go into an Apple store, you get that specialist, which is Apple, kind of redefined retail in that way. And everyone ended up copying them, but it fell apart. And so part of my role when I was training their leadership, their executive teams as a sales trainer, I would, I would support them with like, how do we sell one to many? How do we get people in our store environments? Having somebody at the foot of a table at a launch and facilitating a sales conversation with like 40 people at once, which is great. It was a really awesome time to be there. And so I kind of had this PhD style education from Steve on how to sell one to many, which is an amazing, amazing, amazing experience. And I learned a ton from the guy. And so coming into this space now in that, you know, the personal development, business development, kind of coaching, consulting, creator kind of space, I've been able to take a lot of what I learned from Steve and implement it into our strategies around how we help people to create events that truly touch, move and inspire people. I have this firm belief that most events that people go to live in person events are terrible. Most people do a phenomenally horrible job at producing that event. You think about it, they go into a gray hotel room with a monotone speaker, no attention paid to the experience, and then it's just a pitch fest. Pitch, pitch, pitch, pitch, pitch, pitch. Like we're kind of all over that. And it's interesting, you know, we've come out of this experience with the pandemic and all that sort of stuff. We all went virtual. And at a time in society where technology is on the rise, like AI is taking over, it's kind of like I see it as the wild west of the.com era at the moment. So like a repeat of that. Everyone's got all this really exciting stuff. No one really knows what's happening. But supply of human connection is dwindling. And so what I know to be true is that demand, when supply dwindles, demand increases. Cloud classic supply and demand, right? And so the event space is really, really ripe right now for disruption. And it's really, really right for people to come in and to provide their audiences with an experience that they cannot get online. We know that people are more likely to purchase when they're in an in person environment. We have stats to back that up. Depending on the study, it's anywhere from like 20 or 30% more likely to purchase. We know that people also have more affinity with brands, they're more likely to trust them and also they, they are less likely to Develop a long term. Sorry, they are more likely to develop a long term relationship with that brand when they've had a tactile experience with them. So what does that mean for everyone listening here? It means that if you are in the high ticket space, you have an offer and you're serving people, if you are not running some sort of an event either as an acquisition strategy, which is our space, or as a client kind of success strategy, then over the next three to five years you are really going to be left behind. We have been blessed with Internet marketing strategies over the last 25 years that have made many, many, many, many people millionaires sent to millionaires, billionaires. And the strategy of events has been around for far longer. Like Tony Robbins has been doing events for the past 40 years. The exact same event, the church puts on the exact same event every weekend for the last 20, 25 or so years. Right. We've been gathering in events from like blood sports at the coliseum, political movements, all that sort of stuff. Right. So I'm going to bet on that strategy. And what's really interesting right now is that I want to. The way that we're approaching this is that we, we're redefining how people think about these events. Instead of just pitch fest a speaker on stage, like how are we engaging people at the event so that they're touch moved and inspired and want to stick with you to make them really, really sticky. So for us, that looks like every single experience at the event is carefully curated with something other than just somebody presenting something on stage. I'll give you a really clear example. So we're running an event and it's about helping people to create events. The tagline is one event, one million, one weekend. That's the goal for our, for our attendees. But what we're doing is very different to anyone else. We're not just up there teaching them, they're going to build it there live with us and have live brand activations with our sponsors and whatnot. So that on day one, their event is launched to market and they are selling tickets immediately and the brands that come in and support us and we're carefully curating the sponsors to come in so that somebody has the support of say for example, an AI company that's going to help them with their AI conversational chatbot and they will launch that live. So that's when somebody registers, they start getting a nurture campaign immediately. We're working with different CRM providers, we're working with affiliate partners. So for example, if someone's like I want to get affiliates to market my event for me. The affiliate partner will be there and they will literally design their affiliate campaign live so that they can send it to people to basically to send for them that weekend. We build out their event with them on the second day through experiences and activations where people get to experience it. Like I'm an instructional designer by trade from way back when. I want, when people are learning at my event, to apply it live. We've got an amazing sponsor that I'm so close to getting and I hope I get this one. So that's going to do a Metaverse experience where we give everyone a.

One of those quests, whatever they are.

Oculus or Meta.

Yeah, yeah. And then they have an experience live at our event inside the Metaverse, talking about all the different possibilities. And it kind of just builds from there, like. So by the end of the weekend, everyone's walking out with a tactile product built launch to market. And then all of our sponsors that come in, instead of just having a crappy booth there, I'm mandating, I'm commanding from them that they create an activation zone. And I saw a really, really great example of this at an event recently. One of those companies that do those imessages, the blue, like the blue messages, right? They set up this 10, which was just hilarious. It looked like it was something out of the apocalypse. And what they did was they set up a tent. They were all wearing hazmat suits, they had a body bag and it was called the SMS Treatment center. And then they all had these CO2 guns and they were disinfecting people live from the perils of sms. And so when I talk about event experiences, I'm talking about this sort of stuff that keeps your people really, really inspired. And so that they're not just sitting there all day going, twiddling their thumbs, all that sort of stuff. Listen to speakers.

Well, that's, that's the common event, right? Like, like you said, it's kind of like you're sitting in this sea of people. A sea could be as small as 20 people or it could be thousands, doesn't matter. But either way, you're just kind of sitting there. Yeah, you're like, you describe it's this room. I mean, I've been to some pretty large events, like recently Cisco Live, you know, this massive event at something like 30,000, 20,000 people, something like that, which is epic, but still at the same time, I mean, like. And they're doing everything they can. You know, it Looks like a rock concert when you're inside there. But, you know, but at the end of the day, you're still sitting there for, like a long time just listening.

And that's the other thing. We have music. We get Tony Robbins music guy to come in and do all of that sort of stuff. We engage movement. There's like five different anchors that you can activate. There's visual, auditory, kinesthetic, olfactory and gustatory. And when you're thinking about the experience of people at the event, it's like, how do you tap into those different anchors to get people to have memorable experiences? And how do your sponsors use them as well? A really amazing hack for, like, from a sponsorship point of view to get those anchors is to look at how you can engage local businesses. For example, so we know that coffee sucks at events, right? Everyone hates the coffee, and it's in these carafes and it's kind of like it's there because it's there. But what if you could engage your participants from an olfactory and gustatory point of view? So, so olfactory is smell, gustatory is taste. Right? And you went to a local coffee roasting company, they came in and they did a coffee experience where every single person got free coffee all weekend. And you found out, let's say it was like, I don't know, $7,000 for them to do this, right? Then you bring in a sponsor and say, hey, do you want to get foot traffic of basically 90% of the people coming into the room? And they go, yes, I want that. So then what happens is that there's experience is associated with that brand. That brand gets to market it. They have all of their people there, and you charge that sponsor $21,000 for the privilege of being in front of those people. Your coffee is paid for. Your participants have an incredible experience. You are respected because you've given them good coffee. And that brand has a really, really cool experience, too. That's what I'm talking about. When thinking about these experiences, you've got to get a little bit beyond just the I've got people in my room, I'm treating them like human ATMs, and I'm providing them with an experience that makes the costs of them being there worthwhile. There's six costs, three visible and three invisible of people actually coming to your event. The visible ones are simple things like flights, accommodation, and.

Flights, accommodation. What's the other one? Hotels. Thank you. Flights, accommodation. And the ticket price. The ticket price, of course. And then the invisible ones are things like the physical time that they are present. No one actually ever thinks they could be anywhere but in your room and they've chosen to spend that time with you, then you've got the opportunity cost of them are being away from the immediate income generating activities, the immediate income generating activities that they could be doing in their business. Which is why I on day one, help them make money while they're live at the event because I want them to have that hook. Right. But the third invisible cost is the, probably the most significant one. And then I don't think anyone really considers this. And that's the relational cost of them being away from their family, their communities and their teams.

That's right.

Now if you can pay attention to those costs in the way in which you provide the experience, even put your own event somewhere where the family wants to come. So I love places like Orlando and la, like Anaheim. The imposter kids can have the. Yeah, all of those sorts of things. Then the people start to feel like they're not being treated like an atm. And of course you want them to buy your stuff. But I guarantee you your, your conversion will increase when you pay attention to all of these things. Yeah.

You know what's funny? This, this reminded me of, I don't know if you ever went to these Glazer Kennedy events back in the day. Gkic, you know, Dan Kennedy and basically they, they ran these massive marketing events and it was great, you know, direct response type type people. But they had a whole rule basically when they put their events on, there would be massive, thousands of people and very successful. They would put them in very not ideal locations or places like right by an airport. So I guess it's convenient. But they didn't want to make it easy for people to leave and actually do things around. They wanted to keep their attention locked in. And so it was not family friendly. It was like nothing was walkable. I remember very clearly. One was at like o' Hare Airport in Chicago. I'm like, there ain't nothing around here I want to do.

I play the same game as well. So like when you think about all of those places around Orlando, none of them are easily accessible to anything else. Right. They're all out of the way. I was actually at a really cool event last year by Amber Spears. She's one of our clients.

She's awesome.

And she, she does the forums mastermind and she, she, she put it at the Conrad in Orlando. Now the Conrad is inside a gated community in the middle of a compound in the middle of Nowhere I've been there in Orlando. It's a beautiful venue.

It looks like it's like from out of space or something.

It does. And they've got this amazing man made length that took them like three months to fill and all this kind of crazy stuff. But to your point, like, I do look at those sorts of things as well. Like, I'm a big fan of the beach. I would love to put my events close to the beach. Awesome. But the challenge is that it's so distracting for people to be in that environment. And usually when there's a beach, there's like towns and all those sorts of things. I agree with you. You want to make it. You want to make it amazing for people to come so that they have access to those things. So for the family, but close enough that they're in the environment and they hold you. And I'm a savage with my events as well. Like, you know, my events, they go from 9am to 9pm and people don't leave the room. And then from. And then from 9pm to midnight, we have like what we call an impact, a thon where they work on their events. So, like, it's intense. And part of that is by design, because I want. I'm not. I'm not wearing them out, but I'm trying to get them into the buying state by getting them fully immersed in what they're doing. And it's great for me. So, like, the people on day one, when they launch their event, when they get great success and they're selling lots of chicken, think, oh my God, Brody strategies really, really work. This is awesome. I want to keep working with it. And for the people that are struggling, they're like, oh my God, I need help. I need to continue working with Brody. So it helps me out with my conversion as well.

Absolutely. I mean, I've been to, yeah. Some types of events as well, where it's like doors are locked or at least it's. It's like, it has that illusion of like, we are here, we're together, you're committed, and no one's leaving until you do the thing. Basically, like, whatever.

If I could take their phones off them, I would, but I don't think that would fly.

Yeah, well, how do you get people to prepare, care for something like that? Because I feel like some people would be like, whoa, hold up. Like, I guess, how much do they know ahead of time? Or like, how do you get that commitment?

Well, I've just revealed all of my secrets, so anyone that's. That's that's coming to my event after this is going to know exactly what we're doing. No, look, part of what I do is actually I don't let the event itself. I don't publish the sessions. I don't publish anything about what's happening. Who's. Like, they'll know who the speakers are beforehand. But one of the things is that I don't give them a blow by blow breakdown because I don't want people to selectively choose what they're coming to. It's like this is allure of you got to be in the room. And we set a lot of intention around that at the beginning. So you've chosen here for three days. You're here with us. It's a Thursday, Friday, Saturday. You could be anyone anywhere else. Let's make sure that you're actually present because you came because you wanted to make $1 million or plus in one weekend. I'm going to help you to do that. You got to be here, you got to fully participate. And also the people around you, you never know who you're going to meet in that room.

True.

You never know who could be this. And I'm also not really squeamish. A lot of people are squeamish about people doing business in their rooms. They're like, it's about my offer and my offer on it. Now I'm the only person that's allowed to sell on my stage however I want people. I do deal flow sessions on the last day where people can actually do deals with each other as well. Because I want them to feel like, you know, that they're meeting the right who even if it's not me, should be me. They will buy my stuff. But hey, like, like if. The more the merrier, you know, like I'm quite an abundant mindset like that. You are.

Yeah. No, I can. I mean. Well, yeah, I mean, I. Absolutely, you are. And there's. I know there's other things that we talked about where it's like an extension of the event can affect even way more people. So there's a bigger purpose and that's, that's what I take from, you know, the, the little that we know about, you know, we've. We've met before and I did some research and all this stuff and everything is wrapped around a big cause it seems like around the events and the things you're doing, the mission, the. I mean your shirt says impact on it in big and so there's a reason it does. Yeah. And you know, I saw there. Let me see. I'm pulling up the quote really quick, so. Oh, yeah. All right. So there's a quote on your site. I don't know if this is always what you go by, but you said, what if every time we do business, something good happens in the world?

So it's. It's like tattooed on my mind.

Is it daily? What's the story behind that? I'm very curious.

Yeah. So we partner with a company called B1G1 or buy one, give one, and they do help us with all of our philanthropic giving. The backstory is, when I was 10 years old, I ordained as a Buddhist monk and I traveled to Burma. To me, it's now called Myanmar. I was raised in a Buddhist household. My parents and a bunch of other hippies took a particular strain of Buddhism from the east to the West. They built all of these temples. One was five minutes from my house, gold plated. I was brought up in a religious family and I got this opportunity, first time ever, jumping on a commercial flight. Of course, I said yes. I wanted to do this thing. But we did this really interesting thing. So monks are not supposed to have worldly possessions or money or anything like that. And so what they do is that they have a black bowl called an alms bowl. And this is literally what the Buddha did. He was a wandering aesthetic, sorry, ascetic. He moved between towns. And what happened is that he relied on what's called dana, which is in English terms, charity, essentially. And people would come out and they would place things in the bowl, like food or envelopes with money for the monastery and those sorts things of. Of things. So here we are in 1996 in one of the poorest countries in the world. It's in the mid. Middle of a military junta regime, Right?

Yeah.

Where the. The Westerners were not something that they had seen. White people were not something they'd seen in a long time in this country. And it was a huge deal that we were there and people were like celebrating in the streets and all this sort of stuff. And so we. We were doing an arms round, which is what monks do kind of every day. And we were walking down the street and people were lining the streets and everything. And out of the corner of my eye, I caught this woman who is a few people back, and she caught me. She smiled and then she wandered to the front. And, you know, as a monk, you're not supposed to make eye contact. It's not supposed to be like you're begging. It's just like you're, you're receiving. But Anyway, I was 10 years old. So of course I look up at this woman, she smiles down at me and she. And I had this really, really clear moment. It's so clear to me to this day. One of the, like, most poignant memories I've had in my entire life. She was skin and bones. There was nothing to her. And yet she placed food into my bowl. And there was a part of me at the time, and I remember the thought process, it was, this is at 10 years old as well. So I was like, this is not fair. And then I kept walking. What I've realized since is that that was my first experience of injustice and inequality in the world. And so since then I've kind of had this thing. In high school, I was like a social justice warrior. I raised money for charity and everything. Some stuff happened in my life that took me off that track. But when we came, when I came back into business, I suddenly, I had all this money and the money was good, but it felt a little bit empty. And so we ran this event called Impact. This was the branding for it in 2020 when we were locked down in Australia. And we'd recently met this company, B1G1, Paul and Masami, who run it. And there's this idea like, what if every time we do business, something good happens in the world? And so what they do is they embed micro giving into everyday business tasks. You send an email, a meal gets donated, you send something happens, a new client signs 10 days of clean drinking water. And so what we focus on primarily now is clean drinking water. That's our primary thing. Two billion people don't have access to clean drinking water yet. We're on a water giant. So it doesn't make sense to me. We have, we have the water, we just don't have the infrastructure. Four billion people don't have sanitation. Water is literal life water. And then food is our next one because we need nutrients. And so this statement, what if every time we do business, something good happens in the world? And so when we run our events, our participants are engaged in the process, our participants are engaged in gamifying the event so that it's not just about us making money or them getting new clients and all that sort of stuff. Stuff. But hey, we're doing business, let's do some good at the same time. So every single time someone's touched, moved, inspired, they have a breakthrough, something cool happens. We stop the event. They get up and they share what it was and then it Triggers say for example, a week's worth of clean drinking water. And so with this event that we're doing in March, this event's crazy. It's got all of these 1 million references. So for the, for the people, it's one event, 1 million, 1 weekend. That's the forward facing thing. I have a personal goal. The time we're recording this is September. I know this isn't being released till, till November. I have a personal internal goal of I'm going to do this, I'm in a new country right now. So what I, what I've decided is like, let's, let's spice this up for myself. New country, zero following, no list, no money down. So I have a new account that I've set up with no following. I'm not allowed to use my email list and I'm not putting any of my own funds down to, to fund this event. And I'm documenting the whole process. And so what I'm aiming for is a million dollars worth of sponsorship by December 9th. From December 9th and through March 19th, when the event is, I'm selling 1,000 tickets in 100 days, which is a million dollars in ticket sales. And then at the event itself, we're going to set a new Guinness World record by donating 1 million days of clean drinking water live at the event. Triggered by the audience, it'll have a counter on screen, they'll trigger it. And every single time they're touch moved and inspired, we'll donate a week worth of clean drinking water. With a thousand attendees. I'm fairly confident we'll be able to hit it. And it just adds a different element to the event.

Oh, that's so cool. That's. Well, and I'm just thinking as the event, it's just going to spark engagement all the way through. And I guess what are the things that would trigger this to apply? Like say a week is, you know, a week of water is granted. What's the thing that gets to happen at the event?

My whole purpose in doing this is not just to be like, oh, Brody's doing this really, really cool thing. And like, look at him, he's a philanthropist. It's to inspire people to do better and to inspire people to think about different ways they can engage their audiences. And so the way in which it'll happen is at our virtual events, people type the word impact into the chat and then we stop the event, we bring them up on screen, et cetera. There's a technological challenge at the event. At a live event in that. How do we get a counter up on screen. Screen to register live when somebody is touched, moved, inspired to have a breakthrough or they want to do something cool. So I don't know what that trigger is yet. That's part of the next little while for me to figure that out. But we're going to do it. There'll be some technological thing that we can do that'll make it really, really easy, and then it's just going to happen and it's going to become this whole thing, the whole event. We're going to see it go up, we're going to celebrate it at the breaks. People are going to whatever. And I've calculated that for a thousand people.

Every time they're triggered. If we do one week of clean drinking water, each person needs to hit the trigger 20 times across the course of the weekend.

Okay.

I think that's very tangible for a thousand people to do that, because I'm going to ensure that they are touched, they're moved, they're inspired, they have breakthroughs, they're crying, they'd like the whole thing is designed around this. Whilst they're building out their event and so on and so forth. I'm also going to do. I've got a surprise around all of this as well that will help us, help us get there. But I won't announce that.

Yeah, yeah, that's fair.

I just. I'm just picturing it, like in the motion. So it's like people running to this button and like smashing in the middle of the floor.

That would be really, really cool.

Yeah, but it might be disruptive to some of the flow.

Look, there's like a thousand people. And so I almost want them all to have their own personal triggers. I'm just not sure what that will be yet. But I'm sure that there's. Hey, if you're listening, is somebody out there? Yeah. I don't want them on their phones as well, though. So, hey, if you're listening and you've got a solution, please hit me up. I'd love to hear it so that we can make this happen.

There you go. That's why I wanted to ask about it. Someone out there, a sponsor, potentially, that could.

Yes, that's right. Let's show me your tech. I'll give you some space. Give me your money.

There you go. Well, dude, I mean, what a hell of a challenge and putting yourself on the line of doing this with, you know, with that, with a fresh account, with no email list and, you know, none of your own Personal funds to basically. I mean, it puts your back against the wall, I would imagine, right. Like, I'm like, what's the feel?

Terrified. I'm terrified.

Tell me more.

Well, yeah, so, so how this happened, all this came about was I was at an event a few weeks back. A good friend, icon, Becca, puts on an amazing event called Creator Hub Live. And in the middle of this event, I'm like, I'm sitting down and suddenly like I'm in a pool of sweat and I realize I'm like, I have to leave. And I bolted out the door, ran up to my room and I was like shaking and I'm like, I realized something. And what had happened in 2020, I was supposed to be on the road for 36 weeks of the year. I actually came back from Tony Robbins house in March. I was in Sun Valley in Idaho. We had an event there and then I left and I landed at Sydney airport. And then the next day, Australia shut down our borders for two years. I lost millions of dollars overnight because that was my breakout year in business where I was going to move to the United states. I had 36 weeks of travel booked and it was going to be it for me.

Yeah.

And then that year, thankfully, like there's gifts in all of this. I ended up doing a virtual event. Later that year, I cleared my first million dollar event. It set up this pattern of virtual events so myself. But what I realized at this event with, with Articon and everyone, I was like, hang on, when was the last time you did something big, Brody? Like you've got clients doing thousand plus people events. You've been on stage in front of 15,000 people at somebody else's event, where's yours? And I was like, I'm not living my own thing here. Like, I'm not preaching the thing. I've done smaller intensives. But why am I doing this thing, thing, this virtual event thing? And what I realized is that I just, I just fallen into a pattern. I'd fall into safety. But what I had noticed in the previous six months is my performance had started dropping at my own events. My clients were doing really, really well. Our portfolio partners, we do JVs with people. So that's. They're my events, they're doing really well. But my own personal events, I'm like, I'm not clearing million dollar events anymore. And I started feeling really incongruous because that's like my whole brand. Sure. And so at this event, I like this, this, this come to non denominational Jesus moment where I was like, yeah, well, yeah, I'm not religious, so I gotta be careful. So. So I had this moment, and I'm like, okay, you have to change the game. You have to do something that's so unique and so powerful. And so I literally. Actually, I'm gonna just. If I can bring it up on. On my phone here, because I've. I'm documenting this whole process now. And so this. This event that I'm doing. I know there's notepads that they have in the hotel room that no one ever uses with the little pens and everything.

I always take them home because I feel like I use them at my desk. Well, there you go. Yeah, I know what you mean. Yeah.

So I wrote this thing down, and it's there, and it says, new country. No following, no list, 1,000 tickets, 100 days. It was August 17th at the time. I gave myself two weeks to, like, mentally figure it out, and. And then I was gonna go, boom. Okay, I've got my 100 days to do, my sponsors and then all that sort of stuff. And it just. What it did. You're right. It put my back against the wall. But I was in the room when I made the decision to do it. I remember I got up off the seat, I turned around, I sat down again, and then I got up, and I'm like, I don't know what to do. And so I called. I got on a call with my chief of staff, and I said, I think we're doing this. And she's. She's like, finally. And I'm like, what? She's like, I have been waiting. You have just been. You've been playing such a small game. And so it inspired out of that. And like, I said, man, I'm terrified. I'm putting so much on the line for this. But one of the really cool things about this, the passion that I have for this, the way in which it's coming across, and the narrative behind it, I'm finding people are falling over themselves to be involved. People want to be a part of this. And this idea of this. This world record that's kind of come in. I got that. I was literally riding a bike down on the west side highway here in Manhattan one day. I was writing down, and I'm like, oh, wow. No, that's like. That. That's like the true reflection. That's the true. I guess. What's the word? It's the true culmination of all of my stuff around impact to do something powerful like this. Yeah. And what a great Experience for the participants to be involved with something so much more meaningful than just come and learn how to make money. And then at that point, once I'd got that in, I was like, I am all in on this. I am not wasting a moment on this. I'm documenting the whole process and I'm going to enroll as many people as possible in this. So I'm well on my way to my $1 million in sponsorship, looking for more, but I'm quietly confident I'll hit it. That one's not as important to me as the thousand tickets in 100 days and helping people to do their own event stuff. But the point of it is that I want to prove to people that you can do it with no money down, but the right vision, with the right enrollment skills, all that sort of stuff.

Yeah, you mentioned impact. I'm looking at it on your chest there. Do you think that's the missing link for a lot of folks when it comes to maybe not just events, but like you said, it was empty earlier with money, you know, like with just the money aspect and you almost like kind of lose touch of maybe the, the reason why you're even doing something.

I know so many billionaires that are manifestly unhappy because they've got all of this money and they don't know what to do with it, or they've exited from their businesses and. And they've got all this money. Like I missed the days when I was doing that sort of stuff. What I know to be true is that you know that there's an old saying, whoever said money can't buy happiness. You've heard that, right?

Yeah, of course, yeah.

So the follow on from that is simply hasn't given enough away. Whoever said money can't buy happiness simply hasn't given enough away. Something remarkable happens when you give, when you give freely as well. And here's some stats to back that up. So 80% of the world's population live on less than $10 per day. The top 75% of the world's wealth is concentrated in the top 20%. And two years ago, I know it's worse now, but the top 1% have five times more wealth than the bottom 80% combined. Now, for a lot of people, you look at those numbers and I used to be a social justice warrior and I was like, screw the rich. Like, wow, this is not cool. But what I know to be true now is that the 1% have figured out how to make the world work for them. And so I have this follow up statement, you know, the whole what if every time we do business, something good happens in the world? Yeah. There was this old futurist called Buckminster Fuller and he posited this idea of the world game and he had this kind of statement. And I've modernized the statement and put it into a question, into what Simon Sinek would call an infinite game. And it's what if we could make the world work for 100% of humanity 100% of the time without damaging the environment or harming people. That is a really nice question to live in because I also know that for every $1 that you invest below the poverty line, another $5 is created in the economy. Because when you give cash freely without restriction, here's what people do. They invest in education, they start businesses, they save, they spend. And you have this circular kind of bottom up approach where there's not a zero sum game anymore. And, and so when you look at the 1%, instead of us fighting them, we look at them for clues. Now we go, okay, well they've managed to make the world work for them, some of them have damaged the environment and harmed people, sure. But there are some clues around how to make the world work for you and then by extension the people that first of all you love, then your communities and then the wider world. So the foundation that we're setting up as part of a larger project we're doing in space is called one down 99 to go. @ Apple, we used to have this statement when Apple had a 1% share of the personal computer market, that they were 1 down and 99 to go in terms of getting that share. Right. And so it used to be this rallying cry and I've like kind of co opted and got, okay, cool as humanity. We're one down and 99 to go. To answer your question in a more direct way, yes, I believe that everyone is in business, gets into business for good initially first for themselves. They're like, I want to create a better life for myself and my family. And every single time I have an event I ask people why you got into business in the first place. 95, 90 actually probably 99% of people say I want to have an impact on people's.

Lives.

Right. And which is great. And it's that few people say I want to make money also. Really, really cool. Right? What happens along the way is we get so caught in the weeds, and I'm guilty of this as well, we get so caught in the weeds of the daily machinisms of our business where's that next lead coming from? Where's the, where's that next check coming from? This system is broken down all this sort of stuff that we lose sight of the biggest, the bigger picture. We are in this planet for a very finite period of time. You know that if we were to put all of history, 13.8 billion years into a 24 hour block, that was history, right? The time that you and I occupy on this little speck of dust floating around a ball of gas and is infinitely expensive, expanding Universe is literally 1,1 trillionth of a millisecond to midnight. We're here for like a blip, right? So given the choice between living a life of mediocrity and following someone else's path, or living a life of life of true impact and meaning, I want to know that my contribution to the planet far outlives me. I want a million year vision. I want this thing that kind of pulls me forward. One of my keynote speeches is around the million year vision. And look, here's what's really important about that, is that, you know, most, some people have a one year vision, some people have a ten year vision. When I ask this in my keynotes, who here has a 1000 year vision? No one puts their hand up 10,000. No one puts their hand up Million year vision. I'm the only person to put my hand up. And people like, like whenever you just, I'll ask you a question. When you set a one year vision or a goal, what's the first thing that you kind of do after.

That? I definitely want to write it down and set some. I like to work backwards. So you figure out the plan and kind of map it.

Out. Figure out the plan, right? So you start planning around it and you get into it and then it's like boom, boom, boom, boom, boom. You're working towards it, right? But when you ask somebody to do like, what's your million year vision? They're like, why would I do that? And that's the clue. Instead of the tyranny of how, we get stuck in the question of why, which is far more powerful than a how. Because the why gives us more meaning, it gives us more power and it gives us more agency over the future. We sit in this infinite thing of why, why would I do this? What would be possible? What if the world could work for 100% of humanity 100% of the time without damaging the environment or harming people? That's a really unique position to be in as opposed to being stuck in the weeds of where's the next lead coming from? All of those sorts of things. It becomes this thing that kind of pulls and propels you forward. Now, for myself, am I perfect at this? Hell, no. I've had a really stressful day today. But getting on here and talking about it and this is the other thing, you got to preach it, like, preach it from the rooftops, what you're doing. Because I guarantee you I'm going to leave this call today far more energized than I was at any point throughout today when things were on fire and I.

Was.

I had fires going on before this too.

Well, and so how would you get yourself. And maybe not you, but if you were to think like other folks or people you advise, like, you know, let's say they have this vision, they leave your event and they have. Now they're starting to think of this one million year vision. How do they keep the vision strong? Like, how do they always have that way to propel themselves further when things get stressful? Like, what's. What do you.

Do? So I have this statement. In our business, we always come back to Impact. We always come back to Impact. One of my old mentors, Taki Moore, he said, fix nervous with service. Fix nervous with service. And so when things. Shit are hitting the fan and all those things going up, the best thing you can do to get out of your head and get momentum is to get in the service of other people, whether it's clients, whether it's whatever. So when you think about building out your mission, take one step towards it. Take one step towards it. It's going to excite you. I got on a call with somebody earlier today that I'm trying to bring on as a sponsor for the event. And I was having a shitty day beforehand. And then I explained everything and I'm explaining to you about the event, like the challenge and all that sort of stuff. And by the end of it, I was like, oh, like, hell yeah. I've got this. Hell yeah. Screw this other stuff from my day. This is really awesome. So the other part of this is for people is to verbalize the crap out of it. Because when it comes out of your mouth, it's no longer just an idea, it's a plan. Ideas die, right? Plans get fulfilled. And I really love this. This concept of, you know, like this idea of this million year vision is so potent because it removes this where people get stuck, and it's just like, let's do this. This is insane. The other piece I would also say about this is that if you're getting stuck, then you look at the environment that you're in. Two parts to your environment, your inputs, and then the people around you. Inputs, meaning what are you consuming? What are you consuming online? I don't look at other people's social media. Yeah. I do not look at my competitors. I do not look at. I do not look at. I occasionally get sucked into some political stuff, which is really bad because it's such a toxic environment at the moment. But I try to avoid all of that because what's happening on the social media is that people are hijacking your brain and hijacking your attention for their own game. Now, am I hijacking everyone's attention for my own gain right.

Now? Absolutely, of.

Course. And I'm shameless about it. And I need to protect my energy so that I can, like, stay on mission. We call it being on mission 24 7, 365. There's no rest with this sort of stuff. This, this is something much, much bigger than you. I also just want to put a little bit of a caveat in here for people. I'm crazy. I know that I'm certifiable. Cameron Herald did a, did a, a YouTube video once and he said all CEOs are bipolar. And he listed off all the different things that CEOs have that makes them bipolar. I'm.

Bipolar. I think we're all like, yeah, we're all there.

Right? And so. But like, I'm crazy. I have these really, really big things. Your million year vision doesn't need to be as expansive as mine. The fact that I'm taking 280 people up to space to run an event that's going to be broadcast for 24 hours to raise $10 billion for charity does not need to be your vision. Notice how it just drops that in.

There. I had a note about that, but I was wondering if you'd bring it.

Up. Look, your vision could be as simple as, I want to provide for my family. I want my family's legacy to live on. I'm so, like, all the power to you. That's powerful, right? I just think a little bit differently. And that's my.

Thing. Well, it could be the 1 million year legacy of your family. I mean, like, however it shapes up, you can, you can make it bigger.

Expand. But yeah, yeah. And there's one other thing as well. So this is why events are also infinitely more powerful than anything else you can do in the marketplace. So Internet marketing strategies have been around for 25 years. They're designed to hijack your brain on these devices that I used to help sell part of the.

Problem.

Ironic. Ironic, yeah. And then people have been connecting at gathering. Right. Like I wrote a book over there called the Art of Gathering. We've been. We've been basically gathering together as a tribal species to connect, to communicate and engage in commerce for about 300,000 years, ever since we were chimps. Even before then, chimps were like always communal as well. And so we have this really unique ability. When we are live on stage at an event, a couple of things happen. First of all, when you're in person with someone, your magnetic fields intertwine and there is a connection. They've actually shown this on like, infrared. Infrared, but with tech.

Right. It's like heart, math and all that.

Right? Yeah, all that sort of stuff. And. But what we also know is that every single word that comes out of your mouth, every single word that comes out of your mouth has an impact on the person that is in the room. I went to a Tony Robbins event, I heard the right message, I was in the room at the right time, had the right message, that completely altered my perspective on life, that made all of this possible. And so I have a deep reverence for the art and science of speaking and selling from stage. Because you literally hold the audience in the palm of your hand. Yeah, it's a big responsibility. What happens when those words come out of your mouth is that you're literally rewiring their neural pathways. They're having a spark, they're having an insight. Our sole job as a species, as a species, right down to biology, is to evolve the human race. That's it. That's what we are. That's literally why we are alive. And so when I think about this in terms of the million year vision and my big crazy ones and whatnot, if what you are doing is meaningful to you, no one else can tell you what. It's just like the concept of integrity. I hate when people say, oh, you're so out of integrity. I'm like, you don't know what that person's integrity.

Is.

True. I don't know what you. I don't know what your mission is and what's important to you, but so long as what you are doing is meaningful and impactful for you, you are literally rewiring your biological code in your neural pathways, your DNA, by pursuing that thing and taking that one step, step after one step after one step. So no matter what the vision is, you are powerful beyond measure. Oh, yeah, there's a great quote from one of my former clients, Marianne Williamson. She. There's a photo of us there. She. I helped her design her announcement that she was running for president. We did some. I searched Washington D.C. high and low for a venue for her to announce with her. But she has this book called A Return to Love. And she says our greatest fear is, is not that we are inadequate, but it's that we are powerful beyond measure. It is our light, not our dark, that most scares us. And I'm paraphrasing it, but she says something along the lines of, who how are you to be? Like we say, who am I to be powerful, beautiful.

You know, and all these lovely adjectives. And then she says, truthfully, who are you not to be those things? And when I hear all of that, I go, yeah, like every single person has power in their own way. Everyone has their own vision. And that power is something that you uniquely hold. And so go forth with it, do the thing. Who cares what anyone else is thinking and saying? And just by your presence on this planet, just know that you have power. You have a 1, 1 in 1 trillion chance of being alive. Like, make some, make some use of.

It. Ain't that the truth? I mean, there's so many like wild stats when you start to put perspective in, in front of someone or yourself as that reminder, that constant reminder that like, hey, if any of you know it's all about you, you have to take charge of this thing, but have that vision so you know exactly where, at least the direction you're headed. Right. You're not going to know the full plan because the why is so big. It's an infinite game like you said, Simon Sinek. I mean, it's all wrapped up in there now just to kind of start to close this one out. You mentioned AI and you're redefining a lot of everything that you're doing in your events. With AI, my brain goes to like, so are virtual events, like, are they just not as important as the in person events because of human connection? I don't know some thoughts. There are just other ways. You see AI and this, this technology that's just rapidly evolving, like how is that going to shape how events and just human connection are.

Working? Yeah, so I don't think virtual events are dead. I just don't like them anymore because I've done too many of them. And I've got lots of clients that are very successful. I have a client that had an event with 900 people on it which was three times more sales calls than his team did in the previous three months. Right. They're really powerful, they're low overhead, all of that sort of stuff. But when I think about what human beings desperately want and need right now, it's that in person connection. And I think that we need people to be at the forefront and the vanguard of this as we are moving into this AI world. And if you're not using AI to enhance the experience, then you're done. Right. So like a couple of examples of how we're using this to support. So we've fed all of our stuff, all of my ip, every time I've spoken on stage into our AI. It has a knowledge bank that understands how I think really, really clearly and all of the strategies. We've also fed now over a thousand hours of Steve Jobs selling from stage into that. I got, I got a hold of some incredible footage. Cool. And it's now trained, or it's being trained right now. It's training. It's got its training wheels on, on like helping to craft speeches and talks and pictures. Like Steve Jobs. There was very unique things that he did with language, embedded commands and stuff like that, that to a casual observer, it looked like just a dude in a, you know, in a turtleneck. There's a quote, actually, in a turtleneck. Yeah. But what it was was like a carefully curated sales pitch. This person says it's a carefully curated product demonstration sales pitch, corporate cheerleading.

Something else, and a dash of religious revival for good measure. And it's true. Right. And so we've tried to get that into our AI. What it's allowed us to do is go from ideation from I want to put on an event to create an entire ideal client profile for the person that we want at that event in seconds. Then from that, ask a couple of questions about the event that we want to put on and about the different features of the event to produce the copy for a landing page that can then be programmed into ghl. And we're trying to get it to a position where it gets programmed in like, sorry, a CRM, like GHL or whatever. So it gets programmed in automatically and then it designs all of the scripts for ads, all of that sort of stuff. My time to first value with our clients. And this is why I can get them to build their event live on day one. With us is literally 10 minutes. I can have an entire event built out in probably about an hour. The marketing, about 10 to 15 minutes with the right inputs. And so it's trained on all of this. Sort of stuff. And so what that means for our clients is great. It means that instead of all of the hard yards, now I still make our clients watch the videos and learn the stuff because it'll help them to get better outputs from the AI. But it does enhance everything that we're doing to the point that I have a landing page to a free event that's coming, converting it 47.5% at the.

Moment. All right, that's.

Good. Which is just nuts right now, truth be told. Like in full transparency, the VIP upsell at the moment, I haven't nailed that with the AI yet and it's tanking. But on the front end we've got that. So the optimization for us is the next one. So I think that's part of it. The other thing that's really, really cool is that we're using voice agents now to capture psychographic and demographic information about the people that are going to be in, in our room at our events. Really interesting things can happen. We can also gather financial profiles from people based on their credit score, the credit that they have available, the cash they have available through their registration process. So I can start building up a buyer profile of the people that are in my room based on where their business stage is at, the psychographic information and all their financial information. We feed that into the AI, it knowing what my events can going to be about, all the different things that I'm doing. It has all of the bank of my knowledge and activities and it'll allow me to carefully curate every part of the event based on the people that are in the room. And at the same time, if I need to make live adjustments in the room to the activities based on what's happening in the room. A really good example of this, a client in a pitch, all that sort of stuff. We had some data from the audience in the room about their hopes, their dreams, their aspirations, their fears. They filled out a survey. I grabbed that survey whilst our portfolio partner was presenting. I put it into our AI and it produced a repitch script that was perfectly tailored to the audience in the room. I then used that script to do the repitch and I extracted an extra $75,000 out of the room because it touched on every single point that they had just told.

Us.

Absolutely. And then it allows us also for like the main pitch as well. So these are the people in the room, these are the, the things that they need. So I hit them in the pitch with every single thing that they've told us that they need. And it Just makes that office seem inevitable to them. Then post event, well, pre and post event they have a voice agent that they're developing a relationship that before the event that's making sure they have everything that they need. All that sort of stuff. We have a text agent going as well. And then on the, on the post event, all of the post event follow up is done by a chatbot that's like checking in with them. How are you going? Like if they purchase they, they get like an onboarding signal. If they didn't purchase, they get a sales conversation that's happening in the DMs or a voice agent's calling them. Like, there is so much opportunity here for us to be able to create incredible experiences for people using this technology while still giving everyone that personal touch of you being at the event and reducing the workload on your team. That would normally be like a manual lift for people so that you can focus on giving the right experience in the.

Room. Personalization to its max. I mean like literally where, yeah, before, during and after and well after I'm sure get follow ups. And that's an amazing use of AI and technology blended in with human connection and what actually people are looking to get, or maybe they don't even know quite yet, but it's helping extract that out of them so they can then do.

Something.

Yeah. Freaking awesome.

Brody. Thank you. I appreciate that. We've worked really, really hard on this stuff. Like it's a work in progress and obviously like we're still developing it for ourselves. But the cool thing is that with this event, we're going to have an amazing case study for us, like end to end. And then what we're doing is part of our rollout next year is to start rolling the whole end to end system out with select clients. And then what we're going to do is we're going to take it to market as its own product, as a SaaS product as well. So that even if people are not in our world, they'll get access to the tech. And then I've got another revenue stream coming in. It's not necessarily about people in our world. Obviously that revenue stream will be programmed to try and get them to buy our stuff.

But. Makes sense. But it's a hell of a way to launch something like this as.

Well. Yeah, it really.

Is. Well, as, as we wrap up here, I'm just, I'm just thinking because you're such an impact guy, so if you were to speak to the person watching, listening right now, you know what's one if you want to leave them with like one belief that can completely change the way that they show up in the world. What would that one belief.

Be? I always tell people this. It's like you're extraordinary like you really are. You have survived every single day that you are on this planet. And this planet is not designed for you to live in. It's the safest time in history for us to be alive. But we are constantly assaulted by messages that telling us that we are less than by people telling us that we are invalid because we're a part of a particular socio economic group or some, some cultural group and all of that sort of stuff. The Internet is a cesspit at the moment of just everyone warring against each other. And so if you ever doubt your place in the world or the impact that you can have, just remember that you've survived every single day. You're the only person that has the, your exact experience. You're the only person that has it. And there are people out there that need to hear you and your message. They need to hear the things that you've been through, the trials, the tribulations, all that sort of stuff. So that it gives them the power to maybe take that little step forward towards what their dream is. You know, I come from a background of. I was sexually abused when I was a child. I went through all of this drug stuff, all those sorts of things. When I talk about those sorts of things in my keynote speeches, if just one person is impacted by the message, then I know that my life is meaningful. I know that it's like all of that stuff that I went through was worthwhile because it's helped somebody else. So if you're sitting in the muck, if you're in the messy middle at the moment, I would encourage you to a remember that you're extraordinary. Your very existence is an absolute miracle. One in one trillion chance. And then get out of your own head and get into service. Find that thing that is important to you and just get out there and do it as fixed, nervous with service as they say. And you know, everything becomes easier when you're in the service of other people. Your stuff just doesn't seem as significant anymore. As significant as it is. I don't want to minimize it. But there's so much more that you can do and we need you on that path. Whatever that mission.

Is. It's all about evolving, right? And bringing everybody up with us. So Brody, this is absolutely, this is highlight of my day right.

Here. So mine.

Too. Thank.

You. And you're like, I'm finishing off the day here as well. So it's pushing me out on a high.

Too. I'm happy to do that. And we co created this. How can people go follow you, but also follow the event that's going to come and get involved, go attend. Give me, give me the.

Scoop. Okay, so Brody Lee Live is the social media tag. We're on Instagram. We're toying with the idea of doing it on YouTube shorts and also on TikTok. I don't know anything about those platforms, so Instagram's the place to go. Depending on when you're watching this, hopefully my followers have improved. I have no idea about this sort of stuff. So it's an experiment. I've got this internal goal of maybe a million views by the time of the event. We'll see if that happens again. I could fall on my face, but that's cool. I'm happy to do that for the cause. So, yeah, Brody Lee Live, we are launching the. Our launch for the actual event. I'm. The first day I'm allowed to sell tickets is on December 9th. So if you go to Brody Lee Live, there is a wait list that you can jump on and you'll be able to jump on that. We're going to do a virtual event to launch this whole thing. And I'm going to do something crazy cool training on that virtual event where you come in and learn all about events and I'm going to give you like some stuff that you can action right away. And then there's an opportunity at that event for you to jump in, to be able to be a part of all of this and to. And to be a part of this magic. My guarantee to everybody is that this will not be like an event that you have ever experienced before. And if you are not convinced by the end of the first day that this is the strategy for you to be able to change people's lives, I will give you a full refund. That's my guarantee. And you can take what you've learned on day one and go and enjoy yourself in Disneyland or wherever it is that that we.

Are. I love it, man. Well, hey, we'll link everything up, show notes, description, all the places, make it obvious to. To make it easy and get. To get people there. Brody, this is epic. So thank you. I know you're gonna hit the a million and above on all fronts, all the millions, so. And there's gonna be a ton of drinking water for. For so many folks. So thank you for what you do, man. Keep inspiring. Thank.

You. Thank you so much. It's been a pleasure being here. Thanks for having me. Appreciate you.