Dan Sullivan: The Laziest Way to 10X Your Business Growth in 2024

One thing that I have really focused on for a long time is the mindset of 10 times. And so I believe, for a number of reasons, 10 times is a very useful thought today simply because of the capabilities that are in the world around us. And Peter gave a very, very good background to why it's so possible now for us to think in terms of 10 times. And it's because of all the exponential capabilities that are now being created in the world around us. So this wasn't true. I was born in 44, so I just celebrated my 70th birthday in May. And I have to tell you, I mean, Richard. Richard and I have conversations because Richard is, you know, checked around for six years, and then he said it was okay for me to be born six years. Ten years.

Ten years.

And we talk a lot about it. But the things that you are doing in today's world simply weren't possible for someone of your intelligence and creativity in the 1950s. I have to tell you, this was not possible. You could not be enabled and empowered by the system that you were living in in the 1950s like you can today. So this. I'm in complete agreement with the notion that this is a very extraordinary period to be born in. And I'm going to talk about the title here of 10 times is easier than two times. And I'm going to give you a comparison of two mindsets, because somebody look at that. Well, it's just five times two times. And I'm going to show you a difference. That two times is actually bad for your brain. You should not be thinking in terms of two times. It actually does something bad for your brain. And I'm going to show you what 10 times does. 10 times is actually very, very good for your brain. And I was just estimating here just what probably the revenues were for this room here. We got like 220 people, I think, that are in the room, and I would estimate it's in the billions. Well, Dina takes care of one of them. So I know it's more than. I know it's more than 1 billion. But what I see is very, very possible that within a period of time, and it would differ for each of you, that let's say the number was 3 billion. The total revenues in the room was 3 billion. That in a short period of time, 30 billion would be very, very possible for this same room. The people who are here in that. And when I show you how this would happen, you'll see that it's actually very reasonable. Actually, it's not Only reasonable, but it's actually the only way you to think. So my talk has four parts to it. But first of all, before I get into the actual lineup of what I'm going to do, I'm going to talk to you about what is X when you say 10x or 10 times, what is the X? Because what I've discovered working with entrepreneurs, and by the way, tomorrow is 40 years since I started coaching. So tomorrow, And I'm Catholic, and August 15th is the feast of the assumption. I can guarantee you on that. August 15th I had a lot of assumptions and then I had my first bankruptcy, and then I had my bankruptcy that I was divorced in the morning and bankrupt in the afternoon. So there was what Jeff Walker would call testing that I did back in those days. But I've personally worked with 6,000 entrepreneurs and they're ambitious people. They're talented, successful, ambitious people. But what I find is that each of them has a unique take on what the future looks like for them. And each of them has sort of a formula or a unique recipe of really what constitutes success for them as a person. It's just in their business life, it's their personal life. So I'm just going to give you a list of the sort of things that people, when they talk about increasing by 10 times, these are the things that they would want to increase. And the number one is confidence. Okay? And you know, I'm a great believer that confidence is a capability. And that confidence as a capability can be increased 10 times. And if you increase your confidence by 10 times, the results are just a byproduct of 10 times higher confidence. Where you are today is really a function of your current confidence level and therefore you could increase it. But then there's things like revenues and profits and wealth. And one of my big one is free time. Okay? So just to give you a little tip, Babs, would you stand up because Babs. This is Babs. Babsmith. And as Joe mentioned this morning, in the morning without Babs, I'm just a smart drunk, an out of shape smart drunk who is worried about the rent. So that's where I am today. So my life consists of before Babs and after Babs. And I'm really quite clear, I tell her that in the morning and I tell her before I go to bed at night. And I'm very, very conscious of what Babs did to my life. So free time and then health and then fitness and your overall energy level, these are all 10 times goals. So it's not just One thing, typically your mind would go to income or it would go to profits, but in fact, that all these are factors that contribute to 10 times. And the people who do 10 times and do it. Well, what I mean is they do it in a way that's absolutely good for other people, but they absolutely do it good for themselves and actually cover the. You know, they cover the menu here and then reputation and capabilities and clients and your customers and the kind of support you have, technology and connections. So as you're thinking about this, you would have three or four that you would go after right away, you know, and it wouldn't be necessarily some people. It's not about income. You know, I have a. I just a few days ago, I was with a client who's from Ojai, and he came down to see a intro that we did in Marina del Rey. And he had come into the program about 10 years ago, 13 years ago, and he was making a quarter million dollars personally, and then he was working 300 days to get his quarter million. And then we started our new 10 times program three years ago. And I asked him, how have you done? And his income had gone to 2.5 million personally. So he was up 10 times, but he was doing it in 30 days a year. So he had done a double. 10 times. He had done 10 times with income, but he had done, you know, he was working. And so it was actually 100 times increase. And he's a big art collector and he likes doing all sorts of things, but he's got it down to 30 days, 30 days a year. And now he's going for 10 times the top number, the income number. But he wants to get his whole work. The actual work that he has to do is down to roughly about 10 full days a year. Now you say, well, I wouldn't want to do that. And that's exactly the point. You wouldn't, because that wouldn't be your goals. But those are his goals. And so when we talk about this, what I want you to think about here is that it has to be your goals, so you know that 10 times has to work for you, okay? And that's really the point here. And everybody's unique and you've got the freedom. You know, entrepreneurs are the only people on the planet who actually have the freedom of time, the freedom of money, the freedom of relationship, and the freedom of purpose. Four freedoms that you have that other people don't have. Time. You can arrange your time the way you want. There's no upper limit on the amount of money that you can make, you can choose to work with who you want to work with, both inside your company and outside your company relationship. But the big thing is purpose. So Dave Keckic, you know, and I've been communicating with Dave for a number of years, but today is actually the first time I, I actually met him. But we were talking and I was talking to Craig Venter, who's Peter's partner in longevity, and we were talking about the life extension, which I believe my goal is 156 right now and has been for 20, 27 years. So at 70, I'm not even actuarially on the table yet. I haven't even qualified for the actuarial table because I still have 86 years to go. And but I said, you know, you can extend physically, you can extend people's lives, but the question is, do they have any purpose? Do they actually have any purpose? Because a lot of people really don't once they finish their work life, they really, really don't have much purpose. So that's going to be the big issue. I think once the purpose drives people will, you know, they'll do it. And 10 times is a nice purpose to have. And so my goal, I'm 70 and I'm going for 95. So I just put together a 25 year goal and everybody in my that I coach is on the 25 year plan. And my goal is that in the next 25 years I accomplish 10 times more than I accomplished up till 70. Okay, so whatever that was, I accomplished a lot before 70, but it's going to be 10 times more. Okay, so I just wanted you to be clear about that. Now as far as what I'm going to talk about, I'm going to talk about the mindset. So the mindset has really been talked about a lot here. It starts with just how your brain's looking at your life, looking at the world, looking at the possibilities. Then I'm going to give you a model that shows you the radical difference between 2x and 10x. And I'm going to show you a method that everybody in this room can do. You can start doing the method that I'm talking about here. You can do that method starting right now, as a matter of fact, you could put together a very good game plan by the time I'm finished here. And then I'm going to give you a map of what the world looks like and what's happening to the world is that it's going binary. And what I mean is that the world always takes on the structure of the economics of the world. So when the world was industrial, the world looked like a factory. Okay. You know, the world wars. I was born during the Second World War. And after the Second World War, for the next 25 or 30 years, America looked like a factory that was producing war materials. It was big, it was multi level, it was a big pyramid. GM had 18 levels from the CEO down to the factory floor. And everybody thought that was great. The unions were that way, government was that way. But now we're going digital and, and we're going network. And now the world is rearranging itself along network lines. So it's very, very different. And I'm going to show you basically that there's an emotion you have to have to actually get on one side or the other side of the binary. There's sort of a split going down the middle of the world. You can see it reflected in the news. Every day they talk about the polarization of society. I'm going to show you what the real polarization of society is. And I can say, right, that all of you in this room are on the right side as opposed to the left side. No, but the thing about it is that there's a way of thinking about the world and it starts with the mindset, but it's actually an emotion. And your basic path that you're going to create for yourself in the areas ahead comes from a particular emotion. And, and there's a counter emotion. And I'm going to show you what that is. Okay, so let's just talk about the model and the mindset. First of all. First of all, I'm going to show you what 2x looks like. And we've got three tools that the brain has that I consider to be tools. And we have a tool called the future, we have a tool called the past, and we have a tool called the present. And these are tools and these are learned because children, newborn children do not have a time sense. They learn. It takes about two years and the development of language before children begin to realize that there's a difference between what happens before they go to sleep and what happens after they get up in the morning. They call them dark sleep. So a lot of kids come up with dark sleeps as nighttime and short sleeps are naps. But they start to distinguish that there was a before I went to bed last night and there's something happens and the brain starts to develop. It's like three dimensions. Children do not see three dimensions. Takes quite a while before Children get a handle on three dimensionality. It's in the structure of the brain, but it has to be learned. And everybody learns past, present and future completely differently. I've never found two people in all my coaching who look at past, present and future in the same way. And the reason is they're made up. They're made up. People make up the future and they make up the past. People are just as creatively fictional about their past as they are about their future. And so one of the things is, it's your property. These three tools are your property, and the past, present, future are your property. And you do anything with them that you can get away with.

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Okay, so here's the way 2x works, and I've seen this over and over again, that if you do 2x, you start with the present, you start where you are right now, and you got a 2x goal. But you don't go to the future. You actually go to the past. You actually go to the past. And the reason is because we're smart rats, humans are smart rats and they don't like working. And so they say, I'm going to do 2x and I wonder if I can pull it off without changing anything. So they go back and they do an inventory of the past, of all the things that they don't want to change to get to 2x. And how many of you, if you rearranged a few things, you could probably go 2x, how many of you? And they would be known. You would know right now how you could go to 2x. Would you know, you could double. You would probably know the means would be there. It's a tightening up on the systems. A little smarter, a little better time management. You would know how to get to 2x. And so it's not very exciting. 2x is how many of you 2x really isn't that exciting. It's just not that exciting. And therein lies the issue. 2x is not exciting. It's not exciting for you. And if you tell somebody about it, it's not exciting to them. So there's no new energy in the system. So what happens then is that you actually Start in the present and you circle back and you try to pull as much of the past as you possibly into the future. And the past negotiates with you about your future. How many of you have noticed that the past is union organized? And not only are they unionized, but they drink. They're drinking partners. All the past. No, no, no, we're not going to do that. Have a drink and everything else. And that's one of the biggest things I've noticed is just this, negotiating with the past, that most people, when they come up with a goal, they have to go back and first justify it to their past. They have to justify it to their past. Okay? And that you can see the drag immediately on this goal. Now I'm going to show you the other one. So this is the other one. So with 2x, you start with the present. Trying to change as little of the past as possible. Not exciting. It doesn't cause. It doesn't cause any inspiration, doesn't cause any electricity, okay? It doesn't cause any real movement that's going to get a lot of people interested in what you're doing. That's why, I mean, when, you know, I sit there and let's see, Peter, what's he going to do? First of all, he's going to take a billion people and make them literate in 18 months. And then he's going to capture name, put his name on it. Asteroid demand is worth 5 trillion. All right, I got that one. You know, and then you go down the list. These are big. How many of you are excited just sitting there, you know, just sitting there, listening. That's the secret of it. It's the excitement. The excitement. If there's no excitement, there's no electricity. If there's no electricity, there's no movement. You have to have the excitement. So the big thing is that you got to go 10 times or nothing moves. You gotta go 10 times. So with the 10 times, it works just the opposite. You don't start with the present. You actually start with the future. And with the future, you come back and you grab the present. You come back and you loop the present like that, okay? And you leave the past in another category. I'm going to tell you why the past is valuable. Because a lot of people say the past is not valuable. I don't think about the past. A lot of entrepreneurs, they said, I never think about the past. And I said, well, that's too bad, because there's a lot of useful stuff in the past that would be useful for the Future. And so don't knock the past. I'm not knocking the past here. I'm not saying bad things about it. I'm simply saying that you got to start with the future as the lead. And here's the deal. The past has to justify itself to the future. The past has to justify itself. The only reason why any of your past gets to come along is because it has a value for the future. So I've got 70 years with the past, and I've got a lot of valuable stuff back there. I've got a lot of stuff there, and I'm constantly going back to past experience and saying, what did I learn there that's really valuable? So here's how it works. If with 10 times, you start with the future, freeing your present as much as necessary from the past, you got to free it up, okay? And that requires some shifts. That requires, you know, that's why Daniel. A lot of the stuff he does, you got to have a brain that can do this, because a lot of the. You know, a lot of the brain, if it's a damaged brain, it's responding to damage that happened in the past, okay? That's a map of your past. When he gets a bad brain scan, you get. You get. It's a map of the past. I was knocked out twice in a football game when I was 18 years old, and the damage was still sitting there on my brain. You could see the dark section on my brain in those days. They said, you okay? Yeah. Okay, get back in there. You get back in there. Yeah, yeah, that's good. I got knocked out. I sat on the bench for about five minutes and got back in. First play. I got knocked out again. Guy said, why don't you sit this one out? The coach said, why don't you sit it out? But I was back on the field next week because that's what men do. I was a man. So that's the model, okay? So that's the model. So that's the mindset. So here's the model. So I'm going to put the two of them together, and the two of them are side by side. And you can see the radical difference just visually, okay? And this is what it looks like in the two times you're trying to pull the past into the future, and in the ten times the present is being pulled into the future and the past, large parts of the past being how many of you this actually, when you're doing things well, this is what you do. And when you get really bogged down you're doing the left hand side. Yeah, that's what happens. See, this happens with all 7 billion people. And nobody's 100% with it. So nobody's 100% in any area of their life. Some people are really advanced in one part of their life, but they're not advanced in other parts of their life. There's parts of their life where the future is really doing the work, but in other parts of their life, the past is giving the orders. It creates tremendous tension. All right, now how many of you would say that this is probably harder? This is harder and this is easier. So now I'm going to talk about harder and easier. And all things considered, how many of you prefer easier over harder? Yeah, yeah. And that's really the thing. Now you have the brain that can do this, and you've got the experience that can do this, but you got to get the distinctions right. You got to get the circuitry right on this. And it has to do with what you do with past, present and future. You got to get them right. And generally speaking, if your child, if you're thinking about your children and they've spent 20 years in the educational system, and that's usually the case now, 4 years old to 24 years old, you know, they have been almost 99% taught by people who would not even believe in two times they would not even believe that they would believe. I mean, at a much worse thing. I mean, they, you know, they would go for cost of living. You know, cost of living.

Wow.

I mean, that's what union fights are over cost of living. I mean, that's not very inspiring. Yeah, so it's a union, so you got to have the right teachers. That's why you come to Genius Network. And I just had a wonderful four days in Rancho Mirage with JJ and Camper and their mindshare. Mindshare. I mean, if you said that in the 1950s, I don't know really what that would all be about. But the whole thing of bringing together people who are future oriented and have an impact, I mean, you just being in this room for two days, your brain will change chemically. Your brain will change by being in this room for two days. And Joe is just a master of bringing together people who can provide shifts. They provide, you know, they almost. Sometimes, you know, I'm sitting here and I'm watching a 10 minute talk. I'm going whack. I just get the, you know, I just get this like. And all of a sudden there's this real shift and you Never go back to the way you were before the shift. So this is the educational system that really, really works. But if you take everybody who does that and has that kind of impact and shift, they do the same thing. They free you from the past. There's this but freeing up, and you get this real movement toward the future. And remember, past, present, future, they're yours. You make them up. You got to choose what you want to feed them. You got to be careful what you feed those time sense. Ok, so I'm going to talk about harder and easier. So now I'm going to talk about the method. So I'm going to talk about 10 times easier and 2 times harder. And I'm going to talk about 10 times easier because 10 times easier is based on energy. How many of you would know in any situation whether this was energizing or this was stuff? How many of you know the difference between energy and stuff? Energy and stuff. Okay. Energy makes you feel good and stuff makes you feel bad. Okay, that's good. That's good. So I'm going to put energy and stuff. Here's what energy. First of all, I'll start with stuff. Stuff is activities that are devoid of energy. How many of you right now know that you're doing activities that are devoid of energy? How many of you could make a list of activities that are devoid of energy? How many of you could make a list of people who are devoid of energy in your life? Situations that are devoid of energy, Activities that your company has gotten involved in. Situations that are devoid of energy. Okay, that's stuff. Okay, everybody got stuff. Okay, Energy is activities that are free from stuff. Activities are free from stuff. What's it feel like when you're freed up from stuff? Yeah, feels like bulletproof coffee. Last thing I did before I came on stage was make sure you have a bulletproof coffee before. Before you get up on stage batting my Adderall. I love adderall. Now, he doesn't recommend. He doesn't recommend, he says, but you might want to try this. You know what I realized when I came back? It took me six weeks to take the first one because I don't know if I want to do this. And I took it. And it was just before our workshop and I took it and I walked in and I sat down. I was just. I introduced the group and then I sat down. And all at once it was almost like a physical. It was all going bang like that and the whole world went quiet. And I realized that for 66 years I had lived In a world of noise. And this is the first time my life was quiet. And it's been quiet for four years. And these have been the four best years of my life. So. But I got the scan. Got the scan. Shitty scan. Yeah, it is better. It is better. I saw him a year later and he was amazed. You were amazed, weren't you, how much it was like a lit up city a year later. It was really good. And I got a lot of confidence out of it too. So energy and stuff. Okay, now think of the world. I mean think of Washington right now. You know what Washington is? It is an entire organization and ecosystem that's completely devoid of energy. It's just all stuff. Just all stuff, you know, and there's so many of these large organizations, these large systems that were considered just the normal part of life now that are just stuff. And the reason is they don't have the ability to have a future. They don't have a future. Everything has to be justified on the basis of the past. And you can just see it drains the energy. And you can see what happens to public officials. They come in, they're full of vim and vigor and they're very, very exciting. You just see them, energy goes out of them, they get sucked in. So the big thing here is, is this is the method that I'm going to talk to you about right now. So we're going to talk about that. The method for going 10 times consists of eliminating stuff. So how many of you would have a hit list right off the bat of stuff that you can do? And so I'm going to just show you in coach because we coach a lot of people and they all come through. But this is sort of the kind of things that people go after. And if you wanted to on your sheet of paper, I know this is on the sheet of paper you can just write down everything that others do better, everything that drains energy, relationships that go nowhere. And what I'd like you to do with each of those three things, if you see them on the sheet of paper, it's in our little folder on the right hand side down at the bottom.

So.

This is a little strategic coach diagram that we have there. But just write down below each of those words that I have up there, everything that others do better, everything that drains energy, relationships that go nowhere. And just write down a word, a name or a word of something that would be on that list. And I'd like you to have one under each of them. Just write that down. You know, for example, everything that others do better. So what I. You know, the real, real impact that I have on entrepreneurs in the program is I get them to do far, far, far less. You know, they come in and they're doing 20 different things. I say, you're not good at 20 different things, okay? You're good at three things. You're good at three things. So I do three things. I do what I'm doing right now. I coach my workshops, and I come up with new ideas, and I come up with new diagrams. And in the course of my work year, 95% of my time is made up of those three activities. I got a circle, okay? And I'm not allowed to go outside that circle by my team. Okay? Dan goes out and he goes, you know, I mean, if I step outside of my circle, I mean, if Dan tries to say anything about the company that doesn't relate to giving a public performance or coaching or creating new material, he's out of bounds. He's out of bounds. And Babs enforces it. She enforces it. And I teach everybody to do that because I came from the entertainment industry and the entertainment industry. You want the entertainer to entertain. You don't want the entertainer selling tickets. You don't want the entertainer moving furniture backstage. Frank Sinatra does not move pianos. I made a living before he died on that one. He just plays. He just entertains. Every one of you in this room is an entertainer, and you've got a song to sing and an audience to sing to. And anytime you're not singing your song to your audience, it's probably stuff. It's probably stuff. Does that make sense? I mean, I find entertainment's really interesting because it's all about energy. Entertainment, the whole entertainment industry, is just pure energy. If you want to know a model of the future, it's the entertainment industry. And that includes sports. That includes sports. Everything that drains energy. Well, what drains energy? Everybody's got a list, you know, and it's different for everybody. Okay? If I'm not front stage or I'm not doing things front stage, it's probably not. It's probably stuff for me. I'm a front stage guy. Okay. How many of you in this room are kind of front stage people, using the theater term? Yeah, you shouldn't be. Shouldn't be backstage, Okay? I mean, you're backstage to prepare for it, you know? And it's really, really different. And the thing is, you can't be disrespectful about what other people find energizing, because everybody's wired we have Babson. I have a personal bookkeeper who twice, twice a week, she comes in, she handles all of our bills and everything. And had her for 25 years. And from my perspective, she's done exactly the same thing every day, two days a week for 25 years. So I went in one day, her name is Mary Beth. And I said, mary Beth, do you like this work? And she said, dan, from one day to the next, you never would know what's going to happen, You see? And I wasn't seeing it. I wasn't seeing it. So we can't make judgments about other people. Everybody's nervous system is constructed differently and what they find stimulating and everything else is different. The only thing is you want to get them inside their circle. So we do this with all of our team. We have 120 staff. And every one of them, the moment they start the company, we start this process of getting their circles smaller and smaller and smaller and smaller until there's just three of them. And we've got 65 people who've been with us more than 10 years. Because going to work every day and just being energized is actually a good way to spend your life. Okay? We try to keep them away from stuff and then relationships that go nowhere. That would be both business and how many of you right now have a relationship that's going nowhere? Okay? It's a stuff relationship. It's not going anywhere. Okay? So write down the name. All progress starts by telling the truth. Bill W. All progress starts by telling the truth. You have to tell the truth, okay? And the writing hand is connected directly to your brain. 40% of the brain that the hand that you write with is direct. 40% of the brain is connected directly to that hand. Opposable thumb. Human brain takes the opposable thumb really seriously because the opposable thumb basically was one of the big things that created the human brain. Okay? So that's it. Now we're going to go to the other side, increase energy. I start with the stuff because it's annoying and most people can get to it right away now. So here's the energy side of it. Everything that you permanently love, everything that produces growth, and everything that grows confidence. Okay, so I have big thing that I have a question. And Dean Jackson here. Dean and I had a great conversation one night, and I said, dean, what is the single activity or focus that would absolutely keep you fascinated and motivated for the rest of your life? Fascinated and motivated for. And it took him about, what, two minutes? Two minutes. Wham like that and Dean, big difference. Since we did that. Amen. Yeah, I got him on Adderall, too. Yeah. So the big thing is there's a something that is just eternally fascinating. How many of you, when you saw a number of the speakers up here, you knew they were in their sweet zone about what fascinates, motivated most of them. I mean, Peter, you're just. I mean, you're just a role model. You're the poster child for being in the zone of something that just permanently fascinates and motivates you for the rest of your life. Joe is. I mean, Joe. I mean, if it moves, he'll talk to it. I mean, Joe would call Putin if he thought it was a good interview. Now he's a connector. Joe cannot help not connecting. I mean, it's just fascinating and motivating to him. Scans. I mean, it's more than the scans, Daniel. There's something in there that just totally fascinates and motivates you, and you can't get enough of it. And when you're 20, 30, 40 years older, it'll still fascinate. So if you can get the person just locked into that, you can build everything else around it. And it's a series of questions. Jeff. I had this wonderful interview with Jeff when he first came into the program about what it was like to do his first launch where he was charging and he got $1,300 back. And he was just sitting there in a state of awe for a couple days, simply because, first of all, it was equal to their disposable income as a couple for that year. And then. But just where are the possibilities? And I think, you know the book. I read the book, and the book reflects that fascination and motivation with that process. Okay? So that's the entrepreneur. That's what really prompted you to become an entrepreneur. It was this point of fascination and motivation that is permanent right at the center. But a lot of entrepreneurs get off track, and then they get tied up with the rewards of doing this activity. And then their life gets very, very complicated and they retire and whatever. So there's this whole thing. So do this. Okay? So you get this every three months. What we want you to do is eliminate three stuffs, and we want you to increase three energies. Okay? So you have stuff, stuff, stuff. Energy, energy. How many of you. Every three months, you could eliminate three areas of stuff, Big, small, medium in your life, and you could increase three areas of energy and go after the small stuff first because it gives you a kick of energy. When you eliminate stuff, you get a hit of energy. When you add energy, you get a double hit of energy. Okay? So it's really, really great. And then you get those three. And then what we do is this is what it looks like 36. Over 36 months, you would eliminate 36 areas of stuff and you would increase 36 areas of energy. How many of you. That would probably. I mean, can you imagine yourself if you got rid of 36 things of your stuff and added 36 things of energy? What do you think it would do to you? What do you think you would be like to other people? The ones you hadn't eliminated? But you would have attracted a lot of people in new life, Because I believe all of life is based on radio frequencies. You send out a certain energy frequency and other people pick up on it. Okay, so that's that. So this is what it looks like. Okay, so I switched it here. So this is the energy going up and the stuff going down. And this is life. You could do this for the rest of your life and every year. And that starts to compound. You know, it isn't like you go, you start to compound. It starts to become exponential. This is where you can actually experience what Peter talks about. Exponential experience is getting rid of the stuff and adding energy. And it takes you right into things that allow you to do things faster, easier, cheaper, all the technologies and everything. This is the proper training, the emotional psychological training for getting in tune with the technological age. All Uber is, is they got rid of all the stuff and added all the energy. Airbnb, they just get rid of all the stuff and add the energy. Amazon, I mean, they said, Dan. They always. Barnes and Noble never called me Dan. Dan. You know, I get so excited and I order and they say, dan, you already ordered this one. I love that, Dan. How many of you. I love that, Dan. Barnes Noble, Border. Borders. No, Dan, Borders was stuffed. They're gone. So. No, no, no, I mean, this. I mean, I just want you to see this on the big level. Okay, so let's go to the big level. I'm just going to wrap up here. So this is the math, okay? I'm going to talk to you about scarcity because Peter talks a lot about abundance, but I want to talk about scarcity first. And scarcity starts with an emotion. Okay? Okay. So I got a 15 minute grace period here when I'm. We got an agreement, Joe and I, you know. Okay. Okay. So here's all. Stuff. All loss of energy in your life starts with envy. Envy is the Emotion that kills energy, okay? Envy, okay? And envy is looking at what someone else has and wanting them not to have it. That's what envy is. And it's the energy killer. Any kind of envy and envy. So it's stuff. Envy is about stuff. What are people envious about? They're envious about stuff. You got more stuff than I got. I don't want you to have that, okay?

All right?

And envy leads to guilt because you got more stuff than other people. So you're guilty. So on the one hand you're envious, and on the other hand you're guilty, okay? You're guilty. And so you get caught between these two emotions. These are all energy killers, okay? And then there's blame, because you got to blame somebody. Why? The world is structured such a way that some people have a lot of stuff and other people don't have enough stuff. So now you got three things going. Can you see how this really, really kills energy? And this is how all scarcity, it's a set of emotions that become a system. That's how scarcity, scarcity, there's more than enough for everything to go around. But the energy systems that people, or the devoid stuff systems that people prevent there actually being any abundance. And what that leads to is a sense of massive unfairness. I mean, I went to college. I go back to college reunions, and it's about the unfairness of the world. It's about the unfairness of the world. Living in America. Talk to the Uber drivers. They're all immigrants. They love this place. Their solution is send all the unhappy Americans somewhere they came from. So unfairness, and then depletion, the depletion. The planet is being depleted, okay? There isn't enough to go around. In 1800, we crossed a billion. Now we have 7 billion. Average incomes are up 17 times. Lifespan is up 42 years. You know all the great slides that Peter had this morning? There's just massive amounts. And the reason is because it comes out of human imagination and human. The imagining an infinite future and then having more and more energy in your life. And then the other one is the zero sum. If you have something, that means I don't have it. If this person over here has it, it's only at the cost of some of them. These are killer thoughts. These are killer thoughts. They destroy energy. They destroy any possibility of creativity, okay? So I call this the scarcity system. And it's a stuff system. The whole thing's based on stuff. The whole thing's all right now I'm Going to. That was quick. I had to get through that quickly. And then I go to. The abundance spiral starts with gratitude. Gratitude is the single most powerful energy producing emotion on the planet. Abundance is connected. Gratitude is connected to another word which we use interchangeably, which is called appreciation, which is interesting because it has both a psychological meaning, but it has an economic meaning. So stocks appreciate, land appreciates. So appreciation means growth. And I say that every time you're grateful, you appreciate the value of something, you appreciate the value of that person, but you appreciate who you are because you're grateful. So if you want to know how to enter and continually grow within the world of abundance, you have to be grateful for everything, okay? And you'll never run out of new things to be grateful for. And people can tell that you're grateful. And people love being around people who are grateful and they hate being around people who are envious. Okay? So gratitude leads to is energy and it leads to creativity. Steve Jobs, they said Steve Jobs, what is creativity? He says, it's putting things together. People who put a lot of things together are really creative, are really creative. You only put things together that you love and you appreciate creativity only. You only put things together that you really like. And creativity leads to cooperation, which is really what capitalism is. FA Hayek said that capitalism is an ever expanding system of increased cooperation among strangers. Big thing there is strangers. So when I was in, and the thing that really gets me about this is the atm, I mean, I, you know, I mean, I grew up in slow times. So ATMs are really, really exciting to me. And we were in Vienna, we were at the soccer hotel, very famous for the soccer tour. And I came down to the concierge and I said, is there an ATM here? Of course he knew what I meant. He says, yes. You come out the front, walk down two blocks till you get to McDonald's across the street. And the ATM is right between Starbucks and the Apple Stories. I go there, they ask you language, they ask you currency you put in your card. Millions and millions of strangers cooperating with each other. I get that. And Babs is there. I turn to her and I say, what world? What world? I love it. I mean, I love it. This is massive cooperation among strangers. Most of the world still, you can only have cooperation among friends and family. Okay, finally, real quick, opportunity. Opportunity. When you get this, you get massive opportunity, which leads to ingenuity, which leads to Peter's favorite subject, exponentials. And this is the energy system. So what you have to do now is that you have to put a barrier, the abundance barrier between these two systems. And what you have to do is continually surround yourself with, with people who are energy people which I call the abundance neighborhood. Which goes like this, goes like this. And this is what this is. This is what Joe is putting. He's putting together abundance. This is what Peter does with abundance.360 we put together an abundance neighborhood. So this is my whole take on how going from the simple thing of getting past, present and future right in your mind and then understanding that the mechanism for growing the future is to actually increase the amount of energy in your life, reduce the amount of stuff, you end up in a neighborhood like this and it's a good world. Thank you very much.

Finally, the notion of mindset, you know, is extremely well documented. Carol Dweck spent her career proving that what she calls a growth mindset becomes a self fulfilling prophecy. The growth mindset says no matter what skills I need, I can get to achieve my dreams. And the fixed mindset says I'm limited by my iq, income, station in life, what have you. And it's like that old line, whether you think you can or you think you can't, you're right. So just start thinking you can. And very hard evidence proves you'll do it. And the question is how do you do that? How do you do that? Well, let me give you my answer before I get into talking about attention. You do it through connection. And that's why coming together here is so wonderful. Tell you a quick story because you know it's okay to hope for the best when things are going well, but when they're not going well, that's when you need a method, when you need a recipe. And my nephew, one of the bravest people I know is 37 years old. He went to medical school, fulfilled his dream of becoming an orthopedic surgeon, married the most beautiful woman, also a doctor, had the most adorable child and got a dream job in Santa Barbara and was, you know, windsurfing every day and doing total hips and just on top of the world when he got diagnosed with als. And I just visited him a couple of weeks ago, he's now in a wheelchair. He will die before Christmas. He'll go to a hospice and they'll give him some extra morphine and he'll go to heaven unless we come up with a miracle before then. But what's amazing about him is how positive he feels. He says. And he can't talk much because of the als. Uncle Ned, don't worry about me. I've achieved all my dreams. How could I complain? And he means it.

He means it.

And I think, you know, you keep that in mind. You keep in mind someone like that who's dying a terrible, slow death. And every day he's talking about how great life is. And it's because of the force of connection, because he had all his friends, like 30 friends from Yale come visit him a few weeks ago, and they're all talking him up and his beautiful baby, and every day he's celebrating being alive. And I think you want to keep that in mind, that it is the power of touching each other that brings out our best. It is in connection that we find pretty much everything that we need and in isolation that we wither. And the beauty of technology today, as Peter so brilliantly pointed out, is that it allows us to connect so much more powerfully than ever before in history. This really is the greatest time ever to be alive. It is not to say that bad things can't happen, my nephew Jake being just one example, but that as we work together, we will be able to solve problem after problem after problem, achieve victory after victory after victory. And we're only limited by our capacity to dream big. And, you know, I just. I couldn't agree with what Peter said more. And you all, you all are specialists in doing that. You all, the entrepreneurs, the dreamers. You know, I know some of you so well, and others I wish I knew better. You know, someone like Dan Sullivan is just a dream maker, you know, and all of you sort of have embodied the power to take whatever notion you have and turn it into something real that changes the world. How cool is that? And you keep doing that over and over again until you can't anymore. And what does it all mean? I don't know, but I know it's positive. And I know what drives the good is really at its most distilled. The power of love. That's what we all need and rely on. Well, with that as sort of an introduction and a frame, let me now talk about attention. Because it fits so well into what Peter was saying. The resource that is diminishing in this world. The most precious resource in many ways that any of us has, is attention. Every day you have to decide where to focus your mind and when you have minds, like you guys do. By the way, I gave you a handout. The mind of the entrepreneur. And it's short, because you like short. It's just bullet points. And you can see. Don't read it now, please. But. I know I Know you guys. But exactly when you have the idea of foric minds that you all do, the big decision you have to make every minute, every day is where to focus your mind. And if you're not careful, what I think of is a tin can surrounded by a thousand magnets. And your brain is like the tin can and you wake up in the morning and a thousand magnets come on. And what does the 1010 do? It just spins. Thousand magnets. It's attracted to every single one of them simultaneously. And you can spend a day, a week, a career spinning if you're not careful. So the skill now that we need to learn that really technology has brought us this opportunity. The great thing about modern life is you can do so much. The curse of modern life is you can do so much. So what you have to do is get really tough with yourself and prioritize, decide where do I want to focus, what do I want to put my precious mental energy into? And I'm not here to tell you where you should focus, but I am here to tell you it's one of the most important decisions you can ever make. And you know, you say, okay, I'll focus on my business. Well, what part of your business and where do you want to put your energy? And what do you need to delegate the magical letter C, D, E? Curtail, delegate, eliminate. What can I curtail? What can I delegate? What can I eliminate so that I will have sufficient focus to achieve my goals? You see, it's not infinite. Every day it gets depleted, really in cycles, throughout the day. You cannot maintain a single level of focus throughout the day. And so one of the great skills for all of you to learn, for all of us to learn, is how to first of all choose what to focus on and next. Maintain focus, regulate focus, manage focus. And I'm basically a focus doctor. I've sort of invented a specialty when I got out of Medical School in 1978. I'd never heard anything about focus in medical school. And then I learned about this condition, so misleadingly named Attention deficit disorder. It's a terrible term. It's not a deficit, it's not a disorder. It's a trait that many of you have and it's associated with having lots of ideas, lots of energy, thinking outside the box, Being an inventor, a pioneer, it's really add people who colonize this country. If you think of it, who in the world would come over here in 1600 in a boat? You had to be some wacko, kind of risk taking, visionary, dreamer, pioneer. And that's our gene pool. And that's a lot of you. And the doctors, the medical establishment that likes order decided to call it a disease, so it gets called attention deficit disorder. But quite the contrary, it's a tremendous asset if you manage it right. If you don't manage it right, it's the prison population. But if you do manage it right. And the way I explain it, it's like having a Ferrari engine for a brain. You've got this incredibly powerful engine. You're a champion in the making. Ferrari engine for a brain, but with bicycle brakes. So you gotta learn how to control the power of your mind. Sounds simple. It's not simple. You need to learn to control the power of your mind and that Ferrari engine in order for you to win races. You need to learn how to strengthen your controls, not to make you a normal corporate citizen. I quite agree with Joe. The life is sucked out of them, but to make you like Shakespeare and Mozart. Shakespeare and Mozart wrote within extremely confining structures, extremely iambic pentameter, Shakespeare, Mozart, very tight musical forms. And because of that structure, because of those breaks those boundaries, they were able to create infinite variety. So make friends with the structure, make friends with the controls. It will potentiate your creativity. It will take your business 10 times higher, as Dan is helping people do every day.

Lee, how would you define marketing and why do you love marketing?

Well, marketing connects people. And for my companies, I'm always looking for a way to allow people to see what do we do, how do we do it and how we can serve them. So, like in the veterinary industry, we have a holistic hospital. So we're looking for that top 5% of people who love their pets so much they will do anything. And they come to us and we teach them proactive care and we teach them how to have a longer, healthier life with their pet and people who want to do better in the world. I just absolutely love supporting them on their journey.

So, Dean, we're going to talk about mindset. So I wanted to ask Lee, what is your perspective on the entrepreneurial mindset? I mean, what does that actually mean to you and how do you think about mindset? Because, you know, we can give people all the different strategies and ideas all day long, but their ability to do something with it, I think has a lot to do with their mindset.

100% starts in mindset. And we actually just did a five day auction online, a five day challenge online. And one of the things that we learned is the very first day we brought in A mindset expert to help the entire community have the same frame of reference around how to approach things. And the first thing is, you know, I start every single day in a gratitude circle, sometimes with my team, sometimes with my family. But every single day, I'm looking for the good. I'm looking for the things to celebrate. And I realized that in anything, you could look at a perspective one way or another. You could look at it that it's empowering you and helping you have a better life, or you could look at it that it's hard and a struggle and everyone's going to have things that are difficult and struggles. But how do you convert it to something that's more empowering in your life? Right. A friend of mine, Brandy Gilmore, taught me years ago to look at my stories, whether it's in work or personal, look at my stories. And as I'm telling a story, looking for the piece that's most powerful and most amount of love for myself and stop the story there. Don't continue the story to when something went wrong or that something didn't show up or somebody disappointed me. She said, why are stories in your brain? So that it's the most empowering, filled with the most love, so that you're carrying those stories forward with you.

Yeah.

Great.

All right. So with that, let's talk about something that me and Dean have spent hundreds of hours discussing on I love marketing, which is how to get more customers. So what are some of the best ways that you've discovered in your, you know, careers, your businesses, to get more clients?

20 years ago, I bought a veterinary hospital that had already been around for 40 years, right? So it was 2001. It started in 1961. When I bought the hospital, it had 3,500 current clients. In the following 10 years, I took that 3,500 and turned it into 25,000 clients who literally came and saw us in person, one at a time. And what I learned is it really is consistent action every day, every single day, we had different ways that we reached out. And in the center of my mind map, it says, attracting new clients. And then we had 13 different ways they could find us. Right? We had a mind map. 13 days, 13 ways. And the reason it's 13 ways is because there's 13 weeks and a quarter. And every we deep dive on one of them. One might be networking, one might be JVs, one might be social media. It doesn't mean we ignore the other ones, but each week we deep dive on one and get really crystal clear on Our plan for that quarter and then we repeat it the next quarter. But it started with the mind map I wrote maybe 20, 25 years ago, and I still use that foundation. But in 2008, when the market crashed and veterinary hospitals were empty, they had hallowed halls. They were taking clients and making them part time employees. We were bursting at the seams and the group was wondering, like, how did we always have more clients coming in, even in a down market? And it was because consistently, every single day, we were doing marketing things. Every day, no matter what. Something I would test might be Facebook ads in another city and then count how many new clients we got from that city. But I made it fun for the team too. I will give them ways that they can participate, kind of gamify it at the front desk. How many calls did they close and turn into appointments for the team? How many people came to us from Yelp? And counting it and seeing how they converted it. And the more we gamify it, make it fun for the team and they get to win as well, the more fun it is for me.

Love it. Well, you know, you're quite familiar with elf. Go ahead, Dean, what are you saying?

I was gonna say there's a lot like, I power. Like what? Getting your team members involved in the process. Because everybody's got great ideas. You just need good direction by framing the question that's going to elicit the great response. I remember reading there's a great book about Albert Lasker, who was one of the old original advertising men. And when they were selling refrigerators back when refrigeration was brand new, one of the things that people were afraid of is that they didn't want to have something that was plugged in all the time and sucking electricity because they were new to the whole. You had this meter outside your house that you could see it moving, and when that's moving, it's costing you money. So people were weighing the benefits of having refrigeration versus their fear of this bottomless pit of electricity spent. And they said he tasked the entire company. He said, we need some phrase that makes people comfortable with Frigidaire as the brand that they can trust for refrigeration. And somebody who was like the equivalent of in the mail room came up with the idea of that every Frigidaire is equipped with meter miser technology. And just those words, meter miser said exactly what you need words to say. To say, it's watching your back. It's not going to take any more electricity than it absolutely Needs to. And that was really the thing that made people comfortable choosing Frigidaire over all the others. Because all the others are just money pits. But you better get that meter, miser, because that one will save us the most money.

There's a really big key you said in there, Dean, too. And it's Genius, which is coming up with the right phrase that allows your customer to feel comfortable with their decision. They made it. They want evidence. They made a great decision. Right. And one of the things I taught my front desk, Joe, which was really important in the shifting, closing clients at the front desk, is no matter what the client asks them, the first thing to say is, yes, I can help you with that.

Absolutely.

Because then it puts their mind at ease that they have the right person and the right person who really cares about helping them. And just by using that one phrase, even if they have to say, you know what, I have to check on the answer and call you back, it's okay. Because they set up the relationship of I do want to help you. And I think that that's just been really key in my business, is that my clients feel like the team sees them and listens and cares.

Hey, Joe, I just saw Evan Carmichael's here too.

Yes, we need to do a shout out for Evan and we. Evan is just a master at YouTube videos. If you don't follow him, follow him on YouTube. He's got 2.6 million subscribers, over 385 million views. I know that because he was just a guest on the Genius Network meeting we just had. And we're going to be doing a jam session with him at the Genius network annual event November 6th, 7th and 8th, because it was such a big hit.

But interview on his on his channel right now with Kevin o' Leary from Shark Tank. He brilliantly did a two parter with him where it's one half of the interview on his channel, 1/2 on Kevin O' Leary's channel. So what is a great model for collaboration there?

Well, Evan, why don't you pop on and explain what that is and then post it in the link so people can watch those interviews. And if there's anything that you want to say to either make fun of Dean or to ask Lee or mention anything, feel free. Wherever you're at out there bouncing on his trampoline, I'm sure. Where are you at right now?

I am on my trampoline and I just discovered Dean is a fellow Torontonian. So we can't make fun of him. We gotta only show love. Shout out To Lee and her website too, because I was on and she's got this. If you haven't seen Lee's website, I popped it in the chat and it's this epic video across the top of her coaching and speaking and with Oprah and high fiving and it's like, wow, how did she do that? I wanna, I gotta get Lee's website people on board, but I think that's a great. Joe's on there too. Joe, you made your appearance. You're like right after Oprah on there. It's awesome. The link, I don't know where the link is. I'm sure it's somewhere off my YouTube channel. But Kevin O' Leary is trying to grow on his YouTube channel and he wanted to do something. He wanted to do more collabs. And he happens to be in Toronto as well. He wanted to do something in person because all of his stuff has now been, you know, remote and, you know, Covid era. And so we connected and we did a two part series. We had two hours or so of time to talk. And what we did was we took questions from both of our audiences. What do you want us to answer? And then we went through about 11 or 12 questions and we put half on my channel and half on his channel. And since I edited it or my team was editing and filming it, we took our favorite questions and then gave him the rest. But they're still good on both channels. And one of the great things you can do on YouTube is there's a thing called an end card, which in the last 20 seconds of every video, you can call things out and it's clickable. So that could be your PDF download, that could be your lead magnet, that could be sign up for your email, that could be your website, that could be your offer that you want to send people to. And so what we did was we did a thing at the end where said, hey, if you want to see part two of this interview, go check it out on Kevin's channel or on Evan's channel. And we call it the Kevin and Evan show for that day. And it's just great to do collaboration. So anybody who's doing YouTube, I always love Genius Network events. They're great, amazing people. Huge warm hearts here. And so I'm looking forward for the annual event and jamming out with all you guys.

Awesome. Yeah. And there's a bunch of Genius Network members that are here too. So Evan's going to do a whole session on just how to really build and grow a sustainable YouTube channel, which is awesome. So, Lee, you know a lot about elf. Easy, lucrative and fun. Running an elf business versus a half business, which I refer to as hard, annoying, lame and frustrating. What does an elf business mean to you? Because you tend to have a lot of fun in what you do.

It's true. And that is the actual criteria when I'm taking on a project. Is it easy? Is it lucrative? Is it fun? MIT knows it as well. They run it through the same filter. I actually spoke to 8,500 event planners last month and I drilled this home so much that one of them sent me a gift with Lee Richter. Easy, lucrative and fun. I'm like, well, it's actually Joe Polish, but I credit. But they just have heard it so much because I think why make it anything else than easy, lucrative and fun? Especially at this time in my life when I have so many choices. And that is literally the filter I go through first for every project, it has to meet those three criteria. Seems so simple, but there's things that don't meet that criteria. And I cut it out.

Yeah, I love it. And that actually that term was given to me by my friend Mark Schneider, who recently passed away. And it has been a great criteria on not just marketing, because I've actually trademarked ELF marketing. Right. And so if you do use it, you have to give me credit because else we're gonna just sue you.

Really?

No, I'm kidding. Well, it depends. We may see you. It depends if you totally plagiarize my shit. But I love the term elf and I recommend using it as a criteria, use it as a process. And it's helped me. I used to think of it just as marketing, doing automated robotic types of marketing methodologies. But I now apply ELF to people, projects, anything. Because if it's not money, is it easy, liberating and fun? I even applied into my personal life. So I'm going to take next year as a sabbatical. And so there's going to be a lot of things that need to be just ELF for me that aren't money related, but they're, you know, it has to be liberating. So I highly encourage it as a filter because the genius network members that we have a tool called ELF versus Half, where they list what are the people and the projects and things in their life that are ELF and what are the things that are hard, annoying, lame and frustrating and really take a look at how do you eliminate the half and how do you get to the elf? So one thing I want to, I have this question I wrote down here. And I'm going to ask Jeff Madoff to ask you a question about pr. How can people utilize tough times? As many people in the world have been going through incredibly difficult times with the pandemic, how can people utilize tough times as a springboard for greater success? And what does that word that gets thrown around a lot success mean to you?

Well, success is that I have freedom of time, and I can make choices on how to spend that time. That's what money buys me, is freedom of choice, period. That's how I see it the way right now. You know what? Looking at tough times, the first thing I did, I remember on March 16, I sat down with my manager, and I'm like, what has changed in our world right now? We wrote a list of 25 things that had changed based on Covid and the pandemic, but immediately turned it into what can we do about it? And then a week later on Slack, they were celebrating how things were actually getting better. But it was because we were identifying the challenge and overcoming it together that they were excited about it, right? It wasn't. They weren't afraid anymore. And they also knew if any changes happen, they'd find it on Slack, so they didn't have to worry about us making different changes and doing things in the company unless they were included. But I tell you, we have had so many more opportunities come out of this pandemic. Our company's up 31% this year. The team feels essential. They feel excited. They feel like people really need them and want them. And so what I do is I highlight that every Friday, I write, here's 10 things we're celebrating right now. And one of the things I've learned is to share that list with our clients coming in, too, so that they could see the value of the team. And by sharing it not only with the team, but with the clients, they could see we're celebrating the team, but also what we have to overcome as well. Because the clients are coming with their perspective of what they have to overcome, but they're not thinking about all the things we have to do to be there ready for them. And so I think by highlighting that it's now elevated on both sides, the appreciation, the clients appreciate the team more, and the team appreciates their position more. They have seen so many people lose jobs, lose opportunities. And even last Friday was boss's day, and they came in and they wrote me this beautiful card. And each one of them is like, thank you for being a leader and helping us be happy rather than scared. And I think a lot of that is just being consistent, sharing what is the challenge and then overcoming it together.

What would you add to that, Dan, you want to say something better than that?

Yeah.

Well, I think he's covered a great stuff. Set of checkpoints there. One of the things I'm going to look at sort of mindset, because I think, you know, life is about having the right mindsets.

And.

I think entrepreneurs are great scientists in the realm of mindset and. But one of the things that a mindset. And I'll refer to you here, Joe, and I won't wait too long because I got to check this out. You got to have a fair dose of antisocial. You're antisocial. And I'm going to explain this in about five different ways. One is whatever is in, you're out. Whatever the in group is doing, you're. You're out of it. And part of it is because you're rejected. But the other thing is you. You choose to be outside of things. Okay. And the, the other, the other aspect of it is your passion for shortcuts. Your passion for shortcuts. And I would say a third one is you're very indifferent to the normal educational process. I'm not saying you're against it. I'm just saying you're indifferent. You don't see formal education as a crucial doorway to your future. Okay. And so, you know, you've kind of gone along because if, you know, in most places you have to go to school and you have to go to school and there are certain credentials. I mean, if you don't have a high school diploma, probably it's going to really get in your way. Probably. A college education today is what a high school education was worth 50 years ago. In other words, the only thing different is that high school graduates 50 years ago could read, they could write, they could spell, they could do math. And a lot of college graduates can't do this today. And so they're outliers. I think the best entrepreneurs are outliers. Whatever's average, they're somewhere on the chart. They're somewhere on the chart. And it's a particular skill, it's a particular insight that they have.

I mean.

Gino tells a great story, but he's one of the most antisocial human beings I've ever met.

Yeah.

You know what? So, like.

No, no. And Joe, you got real, real anti. Heather, on some levels, you got real antisocial. I do. You know, I'm only agreeable where it suits me.

Well, I heard the same from the guy that I learned marketing from originally, crazy copywriter named Gary Halbert. And the world advanced and there was.

There was a first class antisocial human being.

Oh, yeah, yeah. Gary was a char. So he said the world advances on the backs of its neurotics. And I always thought that to be quite interesting, funny and accurate in many ways. I mean, there is, you know, when we do Genius Network, you know, it's the, it's the characters in the Star wars bar. I mean, they're all weird, they're all bizarre, they've all got different things, but, you know, it is what it is. And so I have the whole list from both of you here.

Yeah, no, I'd like to add that to genes, I mean, to Gino's, because I think, you know, at the center you got to have a checklist, and his checklist is better. But outside of that, I mean, he talks about 4%. I've always gone on 5%. You go any country in the world, whether the entrepreneurs are legal, illegal, a real good country is where the best entrepreneurs can be legal. United States is a great country because the best entrepreneurs in the United States can do it legally. In Russia, the best entrepreneurs are criminals. Okay? Because you can't, you can't be a successful legal entrepreneur in a place like Russia. Probably China is the same way. You know, you're a criminal. And so. But the reason why it's 4% or 5%, depending on what it is, that's all that's needed. Society doesn't need any more than 4 or 5% of this type of person because they, they create sufficient amounts of innovation. They create in amounts of shortcuts and savings that the rest of the population benefits from having 4% of their people like this. And so my sense is I, you know, I think it's really correct. And that tells you it's born. I mean, if it depended upon education, 40% of people would be entrepreneurs, you know, but it can't be taught. You can't, you know, you can't, you can't teach Outlier.

Yeah. Yeah. So it's kind of like batteries included, batteries not included, sort of in context, right?

Yeah. And I can spot them. And you can spot them. I could spot them. Someone starts talking. You know, the one who really got me, Jeff Madoff, had us at New York, you know, at the school where he teaches marketing. And Jeff is a longtime friend of our. I met him through Joe because possibly with the exception of you, Gino, everyone in my life I've met through Joe. But anyway, I met Jeff Madoff, and politically, we don't talk about it. Jeff is everything. Where I would be politically, Jeff is on the other side. But I really like him. I really like him. There's something just fundamentally I really, really like about Jeff. And so we find millions of other things to talk about. But he has this course at.

New.

School, I think it's called the New School in New York. And he had Kathy Ireland as an entrepreneur. He gets really great entrepreneurs. And Kathy Ireland started off, she was the tomboy model. She was on the front cover of Sports Illustrated 13 times. And she's quite tall, and she's quite, you know, she's. You can tell she's got some muscle on her. And she, you know, started at 17, 32, 15 years, and then she quit and she started her own entrepreneurial company. And she's got a $2 billion global company now. But she was talking about how she formed it and how she created it and why she created it and the tough times, the good times and everything else. And I was going down my checklist of what really strikes me home, that this is an honest story. This is a true story. Check, check, check, check. Everything she said about entrepreneurism corresponded to my experience. Yeah.

And it's really the entry.

But she's an outlier. You can tell right off the bat, she's an outlier.

Yeah.

Well, so here's this. I mean, I just love what both of you said in terms of, you know, because my question was about struck what, you know, struggles do entrepreneurs face and when growing their companies now, do you overcome them? And, you know, so Gino, I'll say this again because I think it's good for everyone listening, not having a vision, hiring the wrong people, not spending time with your people, not knowing who your customer is, not charging enough, not staying true to your core. I thought that was great. When you said, I wrote a note next to, you know, find yourself in five businesses, not one, not knowing your numbers, because at the end of the day, we're in the arithmetic business. Whatever business we're in, we're in the arithmetic business. And not crystallizing roles and responsibilities. And so this, of course, requires, you know, needing to sell, needing to go out and, you know, say what it is you say, and that that's a certain level of risk taking. So Dan says with antisocial, you know, whatever the in group is, you're out. Passion for shortcuts, indifference in normal educational processes, and then being you know, the outliers. And so I think in a lot of ways, like a podcast like this or these books, these are all things where entrepreneurs seek this stuff out because, you know, it's not being given to them by the government. It's, you know, their parents aren't handing it to them. Maybe some entrepreneurial parents may try to offer things to their kids, but for the most part, you know, they're hunters. And so entrepreneurs go out and they hunt. They don't just hunt for customers and clients and opportunities, but also ways to do it. They look for recipes. They look for roadmaps. To Dan's point about a passion for shortcuts. Okay, I hope you found that video awesome and useful. So if you want to get a free copy of my book, I want you to click here. And if you want to watch some more videos that will be useful and awesome, click here.

Go ahead.

You're over here.

Do it now.

Come on.

Thank you. Watch them.