Discover Your Massively Transformative Purpose with Peter Diamandis - I Love Marketing Episode #308

I'm dean jackson, he's joe polish and.

This is the I love marketing podcast. Hello, this is Joe Polish and I have got something that I'm always excited about which is I'm talking to the very brilliant Dr. Peter Diamandis. Peter, can you hear me?

Okay, I can Joe. Pleasure pal. Spend time with you.

Absolutely. Well, before we get in asking you a bunch of questions, you are the most connected to the future and amazing things of any human I know. For people that don't know your background, real quickly. In 2014, Fortune magazine named Peter Diamandis as one of the world's 50 greatest leaders.

Peter is Peter.

Peter is the founder and executive chairman of the XPRIZE foundation which leads the world in designing and operating large scale incentive competitions. He's also the co founder and executive chairman of Singularity University, which is a graduate level Silicon Valley institution that counsels the world's leaders on exponentially growing technologies. As an entrepreneur, Peter has started 17 companies. He is the co founder of Human Longevity Inc. Hli, a genomics and cell therapy based company focused on extending the healthy human lifespan. Co founder and co chairman of Planetary Resources, which is a company designing spacecraft to enable the detection and prospecting of asteroids for fuels and precious metals. Additionally, Peter is a New York Times bestselling author of two books, Abundance and Bold. If you've read these books, you know how amazing his thinking is. He earned degrees in molecular genetics and aerospace engineering from the MIT and holds an MD from Harvard Medical School. In fall of 2016, the Greek government honored Peter by issuing a 1.2 Euro stamp for circulation bearing his photograph. So out of all of those amazing things, Peter mining asteroids and Singularity University, and you're the guy that I honestly believe is responsible for starting even the private space travel industry because of what you did with xpies, which led to Richard Branson starting Virgin Galactic and all this stuff, having your face on a stamp, I mean, what does that mean?

That was pretty cool. That was pretty cool.

Okay, so first off, it's always a pleasure to talk with you. You always share things that are so damn useful and mind boggling about where the future is going and how to think about stuff that causes a lot of complexity for people. So for someone who may not know who you are and what you do, I mean I gave the bio of you, but how do you describe yourself.

And who you are? I'm someone who is so excited about the future.

Right.

And I remember this conversation I had with you and Dan Sullivan. You said, you know Peter, most people are afraid of the future. And you're not. And I'm not. I'm excited about the future. I'm stoked about where we're going. I'm putting politics aside, stoked about our ability to create this extraordinary world ahead and how we as individuals have more power at our fingertips than nation states had 20 or 30 years ago. And so one of the things I spend a lot of time doing is working with entrepreneurs who are excited about starting companies or improving their companies. And then I also work with a lot of Fortune 500 CEO groups, board members, about sort of where is the future going, you know, how we're going to be transforming education, health care, retail, transportation, all of these. Every industry is going to have massive change over the next 20 years, probably the next 10 years, and it's going to change what's possible. And we're truly living the most exciting time ever in human history. And so that's who I am. And I'm building companies. You know, I'm actually up to my 19th company I'm working on right now. And the realization is we as individuals have the power to do amazing things. And the world's biggest problems are the world's biggest business opportunities. And I teach this at Singularity University. I teach this in abundance. Digital, you want to become a billionaire, help a billion people. And we're living in a world where you can.

That's awesome. You know, you said something just you said politics aside, and then you talked about how you're excited about the future. And I want to kind of highlight a way that I think about you. And it's something that I actually learned from our friend Dan Sullivan, where there's different approaches that you can take about how to look at something. And I look at all of the world of self help and seminars and knowledge and books and there's a lot of stuff. I'd say the majority of it for many years has been what's wrong with you and how to fix it versus what's right with you and how to enhance it. And anyone could look at things in the world and say, well, this sucks, politics is bad, this is bad. The environment or what a category. And here's all the things that are wrong with it and oh my God and get into a negative place. And you talk about how you don't really watch the news. You talk about constant negative news network and your whole approach, I think of the future is what's right with it and how to enhance it. And how do we take.

Let's take a second and talk about that, because I think it's really important for anybody listening in two ways. First of all, your mindset matters, right? If you're listening to I love marketing, and I do love. I love marketing, your mindset matters. And it colors how you see the world. It colors how you raise your kids. It colors where you make your investments, what you plan to do or don't do, and what we have to. You know, what most people don't realize is that the world is getting better at an extraordinary rate. My first book called Abundance the Future Is Better Than youn Think, that went to the top New York Times and was one of President Bill Clinton's favorite books. When he introduced me on stage as his closing speaker at cgi, he goes, peter, why are you so damn positive about the future? Don't you watch the news? And I said, president Clinton, I'm positive about the future. Because first of all, I do not watch the news. And second, I look at the data and let me hit on the first one. The fact of the matter is the news media's job, their business, their business model is what Joe?

Right.

It's delivering the viewers eyeballs to their advertisers, and that's it. That's how they make money, by keeping you glued to the screen. And it turns out that we paid ten times more attention to negative news than positive news. And there was an evolutionary reason for that. As we were evolving on the savannas of Africa, you missed a piece of good news over there. Well, too bad. You missed some food. You missed a piece of bad news. Your genes were out of the gene pool and you were dead. And so we have an ancient piece of our temporal lobe in our brain called the amygdala. And the amygdala actually scans everything we see and everything we hear for negative news. And if you see negative news, hear negative news, you are on red alert and you are glued to that information. So if you open up a newspaper, do this experiment tomorrow morning, or turn on what I call the Crisis News Network, the constantly Negative News Network, other folks call CNN, and you look at it, it's 10 to 1 negative to positive stories. And I'm not saying it's fake news. I'm not saying it isn't real. I'm just, you know, it was a realization. To me, it's not fair and balanced. There's no one standing outside LAX airport saying, no airplane crashes here today. No one's standing outside the school saying, no school shootings here today. So all you hear is the negative news over and over and over again. And that can crush your mindset. And your mindset is more important than the cash you have in the bank. The people you know, you take any successful entrepreneur who's done incredibly well and if you literally took away everything they had and had them start from scratch, but maintain their mindset, they will create success again because that's part of their DNA. That's part of the way they think.

You're right. I mean, if we stopped right here and just gave people some time to ponder what you just said and say, how could you increase your mindset improvement in a more positive, enthusiastic, inspirational, opportunity, focused way, just by 5%, not like double it, not triple it, just like a little bit. It would transform most people's lives. And I think you are a curator of that. I think you are a spokesperson for that. And you tie it into the future and how to actually use all of this raw material that adds a lot of fear and complexity for some people and you actually show them how to again, to use our friend Dan Sullivan, his termin to make it up and make it real. Because you are creating the future. A lot of people talk about how do you jump on this train or how do you work with this, you actually create the future. Let's talk about that.

Sure. I work with thousands of entrepreneurs through Abundance Digital and I coach hundreds of CEOs in their boardroom inside the Fortune 500 companies, inside of my Abundance 360 CEO summit. And I think the realization is that we're living right now during the most extraordinary time ever in human history. The challenge is that our brain, the way we think, the wetware and hardware of our brain, the 100 billion neurons that make up your brain, 2 kg soft material between your skull and 100 trillion synaptic connections, they were shaped, they evolved on the savannahs of Africa back when the world was local and linear. But the world is anything but local, linear. Today the world is global and exponential. It's changing much faster than anybody could think. And so part of what I do with entrepreneurs and executives is help them understand how to think or how to navigate this exponential and global world and how to understand the technology that's going from deceptive to disruptive right now. Like autonomous cars, like blockchain, like AI that's going to be literally infecting everything. Every device is going to have machine learning built in. I just came back from China seeing these $5 chip sets for machine learning. Every kid's toy is going to become more and more intelligent. We're Seeing Amazon echo, that's going to enter and dominate the home market, they're crushing it over Google. There's so much change coming. And my job is to help people get comfortable with the change, get excited about how they're going to use the change and not be fearful of it. Give them a mindset that is, wow, this is an amazing world we're living in. And the things I can now do, the dreams I can now have, I can go now 10 times bigger in what I care about versus 10% bigger, which was my old norm.

Right. I love it. Well, you said something really interesting about just all of the different people that are doing amazing stuff out there. And you know more billionaires than probably anyone that I know. And I don't mean just know them like you know them. You have Larry Page and James Cameron and Elon Musk and Jeff Bezos and a lot of them sit on your boards or they, you know, they will back in one of your X prizes. And you interact with these people and you talk with them and you work with them and you partner with them. And so you've worked with a lot of billionaires, you've worked with many industry Transformers, the people that are making shit happen on the planet, what do they do differently than everybody else?

So great question. And I feel very lucky in my life to have amazing people. One of the things we'll talk about later is that you are an average of the five people you spend the most time with. It's very much a truism. If you want to become skinny, hang out with skinny people. If you want to get in better shape, hang out with people in better shape. When you eat healthier diets, hang out. And if you want to have an abundance mindset, an exponential mindset, hang out with people who've got that mindset or people who are taking moonshots. We'll come back to that thought in a little bit. I'm very honored to have. Elon's been a friend for the better part of 17 plus years. Now he's back one of our largest X prizes. He's invested in my company. Jeff Bezos I've known for 35 years. When I was at MIT, he was at Princeton and I had started a national or actually international student space organization and he was the chapter president of Princeton. Larry Page has been on my board at XPRIZE and is one of my largest investors in a couple of my companies. These individuals, what I found common among them are a few different attributes. Number one, they are all optimists. They're optimistic about the world getting better at an extraordinary rate. And they are. There are individuals who when they see a big problem, their reaction is not to moan about it, it's to create a business to solve it. In other words, I teach this at Singularity University at the world's biggest problems, the world's biggest business opportunities. When you go and find problems, you mine for problems and you solve them. You're creating wealth in that process. You're also making the world a much better place. Other attributes that these guys are is they're focused on creating platforms, they're focused on moonshot thinking. One of the ideas there and inside the abundance digital community I teach this, that you can create a moonshot. And a moonshot, by definition of Astro teller who is the head of X, it used to be called Google X, it's now X under the Alphabet company. Moonshot is where you're going 10 times bigger, where the rest of the world is going 10% bigger. One of the things that in my abundance digital community I'm focused on is everyone should have a moonshot. You may not execute on it, you may postpone it, you may change it, but you've got a moonshot that is shaping where you're going. My moonshot as a child was opening up space. And I've started probably eight, nine companies in the space arena. Most recently Planetary Resources. Elon Musk's moonshot is taking humanity to Mars and it drives him. His other moonshot was creating an all electric economy and holy shit, it's working. Bezos with the everything store and now he's opening up space. Another thing in common with Richard Branson, who you know well and Jeff and Elon and Larry, all these is they're driven by their passion, they're driven by their massively transformative purpose. They're not doing something because their mom told them or their co worker wants them to do it or their teacher told them to do it. They're doing something. They found something in their heart and their soul that drives them. They found something that they would die for and they're living for it. So that alignment between your mtp, your massively transformative purpose and your moonshot, both critically important and so one of the things I do in companies and with entrepreneurs is I help them find their mtp, I help them create their moonshot or their moonshots. And then you need a community around you that's going to hold you accountable to staying inside your MTP and going after your moonshot.

Here's what I would say because part of this leads to when you're talking about moonshots and why they're so powerful and how someone listening to this can apply it to their life. I'm sitting here thinking to the listeners on I love marketing. For many years, I would talk about how important marketing is, that there's nothing more important in a business or an enterprise than marketing. And a lot of people would have sort of a visceral reaction to it, because what people are not up on, they're down on. If they don't really understand something, they usually don't look for the positive in it. They get scared by it, or they think of all the negatives about it. And then I started reframing selling. Think of selling as influence and think of marketing as storytelling. And if you tell a better story, you're going to enroll people. If you tell a lousy story, you're not going to enroll anybody. And so the number one sales job is the one we have to do on ourselves. What we tell ourselves, how we think, how we persuade our own ambitions, and how to excite this ambition that lives inside everybody. And in terms of I'm sitting here thinking to someone that's listening to this, well, yeah, Peter, how do I do that? Or is this a teachable thing? And I want to ask you that, but first I want to set it up with. You helped me totally change the course of how I use my marketing skills, which for many years has been genius. Network, teaching people, business owners, marketing, building a better entrepreneur, all the stuff that I do. But I'm now utilizing my marketing skills to transform the way that people view and treat addiction. My MTP is to change the global conversation about how people view addicts and treat addiction with compassion instead of judgment, and find the best forms of treatment that have efficacy and deliver those to people. And I have literally laid down the tracks. And it is not only changing the way that I live and what I do, but the amount of people that at the very beginning stages is very transformative, and I'm insanely excited about it. And that came from you literally presenting it as a question, and what is an mtp, which is a massive transformative purpose? And so for someone listening that may not even think that, well, what is a moonshot? What is an mtp? How does one go about starting this? I mean, how do you take someone who is in the beginning stages of this and thinking, well, how do I use this in my own life? How do I use this in my business?

Sure. So, first of all, I Think it's important for anyone listening who has aspirations or dreams of doing significant things in life and significance. And the I talk about going from success to significance. I talk about this with lots of billionaires and I'm saying guys, what are you doing with your money? Just can't just keep making money, do something significant with it. What's your mtp? People say, I'm not sure. I run Singularity University. I'm the executive chairman of Singularity University, great CEO there. We have 5,000 students around the world apply for our our graduate program, the Global Solutions program. And amazed of the 90 students who make it into the classroom, half of them know clearly what their MTP is, the other half don't. And I'm still blown away by that. A lot of entrepreneurs, a lot of successful people don't really know what their MTP is. So I think it's critically important that mtp, that massively transformative purpose is that emotional energy that fuels you, it keeps you going at 3am, it pushes you through boundaries. It is something that is critically important. It's your guiding star in life. And so when people say how do I find one? I spend a lot of time with my abundance digital community helping them find their MTP and then supporting them and answering questions around it. But a couple of tricks of where you can find this is number one, what did you want to do when you were a kid before society told you what was the right thing to do or the wrong thing to do? What was it that gave you joy, gave you hope, gave you aspirations? And I don't care what it was. You know, if you like playing video games, believe me, there are lots of video game billionaires out there. You know, whatever you love to do as a kid, I look back to that energy, that freedom, that pure joy. And so for example, my kids right now, I have two six year old boys, I'm like really conscious about what are they passionate about. And I'm supporting their passion regardless of what direction and it's going as long as it's healthy and safe. The second thing is if I were to give you a billion dollars and said to you, Joe, here's a billion bucks, go do something meaningful, go do something significant, go change the world in a positive way, what would you do with that money? At the end of the day, these are all bent twigs. They're clues on where your MTP might lie. Who do you want to be a hero to? Who do you want to inspire and guide? And so again, this is about an emotional connection we are emotional beasts. I'm a scientist and an engineer, I mean like just hardcore scientist and engineer. But I know when my heart and soul, when I'm emotionally connected to something, I'm unstoppable. If I'm not, I'm going to like, you know, stop at the first paper thin wall because it's just, it's not in me. I'd rather go connect with something emotionally exciting. So that's mtp. And then within your mtp, that's where I tell people go and go for your moonshot. Like where you what, what are you doing in your, in your MTP arena, What are you doing in that direction? And then how would you go ten times bigger? Right. And it so challenges people because going 10 times bigger while the rest of the world's going 10% bigger, it's a hundredfold different. And it really means starting with a clean sheet of paper.

Right, right. And what I will say to this too, it's like anything else. If you want to be in great physical shape, you need to have a great physical shape environment. You don't want to have a bunch of junk food, you don't want to hang out in bars, you don't want to be surrounded in cigarette smoke. You want to be in a healthy environment. If you want to be calm and peaceful, you need to create that sort of environment. If you want to be an aspirational, driven achiever, you need to hang around and set up the environment to do that. So I think your communities, you create communities of people that reinforce moonshots that do wonderful things. Yeah. And I mean it's honestly one of the reasons I hang around you. And I think it's one of the reasons we hang around each other because we bring each other's capabilities and we connect them and we make amazing things happen. And so I'll ask you later about the very best resources and the very best communities. I mean, you're the co founder of Singularity University, you do stuff with xprize. I mean there's a lot of stuff that you do, but now what you're doing with abundance, abundance digital, I mean, I'll ask you about all of that. So this is because if people really want to get better at this, you know, if you want to learn how to play guitar, you get the best guitar, you know, teacher you can. If you want to be the, you are the person you hang around with. And so the more you immerse yourself in this, the better you are going to be. So you also are the individual that and if there's someone better than you or even comparable to you, I would love to get you to reveal who that may be. My question is, I don't know anyone else that across the board knows more about what's going on with technology. Emerging technologies, stem cells, blockchain, sensors, network, AI, VR, machine learning, 3D printing. I mean, you are so connected to not only these things, but the very top people in the world that have built these companies, run these, develop, invent. So love to ask you about what are some of the newest emerging technologies that people should be aware of and what are their implications? And I know we could talk for an entire week, just about so many out there. So whatever you consider the most important ones that people should.

Oh my God. And you know, I'm on stage for three days straight at the Abundance360 CEO summit talking about what technologies are going from deceptive to disruptive. What do the technologies need to be aware of right now? So I mean, God, let me pick a few as examples. I mean, I'm tracking very closely what's going on in the transportation industry. I'm on the board of Hyperloop one. Very, very proud to be a founding board member there. And seeing how Hyperloop is going to change even where cities exist and how they're connected and how do you move out of downtown, wherever and be a 10 minute commute but be 100 miles away. I am tracking what's going on with electric autonomous cars, right? Uber and Lyft and Waymo and every car company is transforming itself. And electric autonomous cars mean that we're going to get rid of our cars, we're going to park our cars, part our cars, sell our cars and we're going to use car as a service. You're not going to own a car anymore. You're not going to have a car that you're going to fuel or you're going to have insurance for. You're going to have to park anyplace, literally. You are going to have the ability to have instant transport on demand, very low cost. Electric autonomous cars are going to be 10 times cheaper than owning a car. One of my best friends is Jeff Holden, who's the chief product officer at Uber and he's running the autonomous electric car programs there. And his projections are we'll have them fully online in two years and again will be at least five times, probably 10 times cheaper than owning a car then. We're about to see some extraordinary transformative changes in the retail world and even in the finance world. Due to blockchain. And you know, I have spent some time talking about this and we're, you know, we're going to start to see the ability where if you're in a virtual world playing a virtual game or in wearing augmented reality glasses and you see a Starbucks coffee cup through the VR glasses or the AR glasses and you pick it up, that cup has a unique blockchain identifier and you put it into your digital wallet and then you go and you turn it in for a cup of coffee at Starbucks. There's going to be this transmutability between the virtual world and the real world back and forth. That's going to change marketing, it's going to change retail. These are just a few of the things I'm. And one of the other things I'm passionate about and I serve my abundance digital community in this fashion is I'm tracking all the hottest breaking news in the longevity space. And I don't mean like supplements. I mean what's going on in breakthroughs in genomics and in stem cell sciences and cellular therapeutics. And I'm making that available to everybody, that information available. And when I've created some of these companies made available to my community, basically first access or discounted access. So I believe that we're going to, in the next 10 years, start extending the healthy human lifespan. And my mission is making 100 years old and you 60. What's it like if you can imagine having an extra 10, 20, 30 years of healthy life where you've got the aesthetics, the mobility, the cognition at 100 that you had at 60? Amazing world ahead.

Yeah. You know, and if assuming that is even real and remotely possible, it would make a lot of sense how someone could stay in a continually excited optimistic state. And if you really delve into it enough and see what's going on and see the possibilities. And I mean, it just, that instills a better mindset. I mean, just even learning about this. And so again, I'll ask you about resources and how people can learn about many of the different things that you talked about.

So, and this may seem like an.

Outrageous question for some people listening, but I'll ask you, I mean, how can someone listening to this turn an emerging or exponential technology into the next billion dollar business? Meaning how do you go from idea to a billion dollar company since you hang around so many people that have.

Actually, you want me to do this in three minutes or less?

Yeah, yeah.

What's the one word answer? Oh my God. So first of all, one of the things I do teach. I've written about my books. I teach at Singularity University, which I commend to everybody. It's just a limited amount of capacity there and which I teach in my abundance. Digital community is what I call the 60s, that if you can go find something that's not digitized and digitize it, the process of digitizing a product or a service is going to mean that it can enter a period of slow, deceptive growth that becomes disruptive, and then it dematerializes, demonetizes, and democratizes industries. So. So Uber and Lyft are effectively into, if you can see it this way, digitizing transportation. And it's dematerialized. You don't have to own a car anymore. You own car as a service. It's demonetized it, and it's making it available to everybody. So here's probably the most important thing I'd tell somebody, listening, if you're an entrepreneur or if you're running a company, is that in 2010, there was 1.8 billion people online connected on the Internet. Today, it's about 3 billion people connected on the Internet by 2022 to 2025. That time frame, what is that? That's six, six to eight years from now. We're going from 3 billion people connected today to 8 billion people. That means 5 billion new minds are coming online who've never been connected before. They've never gone to a website, sent an email, downloaded anything, uploaded a photograph, never bought anything digitally online. So it's 5 billion new consumers. It's a massive marketplace, just huge. If I were starting something right now, I would be building products and services for those 5 billion people. Those 5 billion people who are going to be in Asia and Africa and India and around the world, who. They're all going to need banking, they're all going to need financial services. They're all going to need insurance. But guess what? They're not going to go to a bank branch. They're not going to go to an atm, they're not going to go to an insurance agent. They're going to be doing all of these things digitally, some perhaps in the blockchain, some not. But they're going to be doing it on their phone. And everyone's going to have a. A phone, a smartphone, or a tablet. And I've seen designs for $10 units, and they're all going to have. People are going to get them for free. Right? I'm going to give you a $10 tablet because I want to get the data. So I can use the data I'm learning from you or I want to sell you something. So imagine a world of 5 billion new connected consumers that are going to be this massive marketplace. So I would be looking at what's not digitized and how can you dematerialize it, right. GPS no longer is a thing. It's an app on my phone. A high definition camera, video camera is not a physical thing. It's dematerialized to an app on my phone. And it's also demonetized. It comes for free with my phone. With my phone. And then the benefit is it's democratized. Everyone gets it. Right. There's a billion handsets in Africa. Insane. So someplace in there is a billion dollar idea.

Yeah. I mean that's incredible. You know, also because there's so many things you mentioned that people may really understand or may not understand at all. For instance, blockchain or VR or machine learning or whatever. And so what I will do in the show notes for this episode on ilovemarketing.com I will put anything that will be useful for you links to learn more about what Peter has discussed and what I also will have set up is www.ilovemarketing.com abundance. And we will put information on there about your abundance digital community and we'll talk about that in a little bit. I'll ask you about any other resources and anything that you think people need to see. Peter, let me know and I will actually put it on where you can find this episode on. I love marketing and I've also done other, yeah, I've done other episodes with Peter that you can learn more. And so I'll put links in the show notes for all of this. So if you had to give your best, I guess future based advice to a struggling company or a growing company or a company that is super successful, what would you tell each of them? I guess growing company, super successful company. In a company that's struggling, what's the best future based advice? Because certainly with what you discussed, you're talking new industries and ones that are going to not even exist anymore.

The reality is the only constant is change and the rate of change is increasing. The conversations I have with a lot of the top people in Silicon Valley, the names you've been mentioning is this notion that people have no idea how fast things are truly changing. Part of the aspect there is first of all, you need to be a data driven company. If you're not a data driven company, you're dead in this future going forward. It isn't a matter of what hunch you have or the best consultant you've hired. It's how do you build a company that is driven by data? It's accumulating data, it's understanding its data. It's using the data to create algorithms that drive the decisions in your organization. It may sound complex, it's not. And it's actually something that you can do. It's something that I teach in abundance Digital, we teach at Singularity University. And so you have to be a data driven company. The second is you have to create inside your organization the mindset, the ethos of constant experimentation. The notion is that if you don't change what you're doing, you're effectively moving backwards. I don't care how successful you are. Every single company's core product eventually goes to zero. It goes away. Microsoft is not operating dos anymore. Disk operating system. Ultimately it's going to go away. And it's really the experiments that you're doing and it's building an organization that's running experiments that's data driven. I wrote about this in my book Bold. I love this quote from Jeff Bezos. He goes, our success at Amazon is a function of the number of experiments we do per year, per month, per week, per day. If you're experimenting, you're going to be failing a lot. And if you're not prepared to tolerate the failure and learn from the failure and effectively don't get in the game. So, I mean, those are a number of the elements. It's having your organization have a clear mtp. You know, not only should you as the entrepreneur have a massively transformative purpose, your organization needs to have an MTP that it stands for, an MTP that attracts somebody, say, wow, I want to go work for that company. That's an amazing purpose it has in the world. And then what's your company Besides your company's MTP, what's its moonshot? Where is it trying to go 10 times bigger? Where the rest of the competition is trying to go 10% bigger? And then how is it running experiments as an ongoing part of its culture? How is it curating data and analyzing data and becoming a data driven organization? And then how is it using Exponential Technologies? Is it digitizing its products and services? Is it actually trying to figure out how do I dematerialize and demonetize this product and service? Because I guarantee you, if you're running or offering a product or service and you're not trying to digitize it, dematerialize and demonetize it than some kid in a garage is. And when they do that, it's going to blow away what you're doing. In one sense, my Abundance360 CEO Summit, really successful 360 CEOs that spend 12,500 bucks. And every year, as you know, you remember, it fills up for the next year. We pre sell and we sell out. In. In 2017, we sold out for January 2018. My goal was, okay, I want to go 10 times bigger. How do I do that? What I've done to myself is I'm digitizing Abundance360, the CEO Summit, and I created Abundance Digital. I've digitized everything I do. I've demonetized it. It's 10 times cheaper and dematerialized it where it's a fully digital community and people are supporting and working together fully digitally. I've done this inside xprize. I'm doing this inside Human Longevity. I'm doing this Inside Abundance360 CEO summit. It's a game plan I use over and over and over again to impact at scale.

Well, from the very beginning, Abundance360 group that you actually did, which is now the CEO group, the first one, I think we did it together, which was amazing. And now it's grown into this place that people can't even get into now unless they sign up a year in advance. So you have created Abundance Digital. So let's talk about that from a practical application. People are hearing this. They're listening to all of these emerging technologies. There's a lot of things that people don't understand and, and they want to learn about it. And there's massive opportunities, which is one thing. I'll tell people this too, because people will ask me. Peter writes about a bunch of stuff that I don't see an application in my business yet. And I'm not going to use this. And I was like, well, first off, you should really be following and studying Peter. It's not about what you're going to gain. It's really, you can get demolished. If you don't, someone's going to come along and dematerialize. I have something on my wall that says, be willing to destroy any in your life that's not excellent. And I actually think in a positive way, you encourage people to think about destroying your own company and how you. Like you just mentioned how you're digitizing everything, learning how to do that, being around people that are already doing it kind of helps you go through the stages where you don't know what to do. I mean, one of my favorite quotes is from Anthony Greenback from a book written years ago called the Book of Survival. And it says, in order to get through an impossible situation, you don't need the reflexes of a Grand Prix Grand Pre driver, the muscles of a Hercules, or the mind of an Einstein. You simply need to know what to do. So in order to get through a situation, you just simply need to know what to do. And I think that's what you help people figure out with the future, is what to do with it, where to place your attention, how to think about it, and then you expose them to individuals that aren't talking about it. This isn't theoretical, I mean, that are actually doing it. And I asked you earlier, I don't know if there's another human being that is more connected to this in the future than you. I mean, do you know anyone else like you?

I live in people within communities, people like myself. I'm lucky in that regard. I have an amazing community of people around me in XPRIZE and Singularity, University and Planetary Resources and Human Longevity. I don't know people who span as many different areas. I mean, there are amazing individuals who have done extraordinary things from Larry Page and Elon Muskin and Jeff Bezos. But at the end of the day, part of what's so important is that I am fueled by the energy of the community that I'm in. And it keeps me going, keeps me excited about life. And I know that there is literally nothing that is impossible within the laws of physics. You may fail and you may have to pick up and do it over and over and over again. And I've done that so many times. Right. It's a matter of. But when I'm convinced about what's possible and that it is where I want to be spending my time, it's within my mtp. Then the only way I fail is by giving up myself.

Yeah, well, you know, my favorite definition of selling came from Dan Sullivan, our dear friend. And it was definition of selling is getting someone intellectually engaged about a future result that's good for them and getting them to emotionally commit to take action to achieve that result. And so as long as it's good for somebody, anything that one can do to get someone intellectually and emotionally engaged to achieve a future result that's good for them, you are doing a service to people. So with my. I love marketing listeners to people that are part of my genius network. I am always wanting to sell them on people, books, concepts, methodologies, and in this case, the future in a way that's going to be incredibly beneficial and useful. Which of course you are the professor for our Genius network members and here for I love marketing on how to think about the future. And, and so you've created these communities, you have these resources. So what is Abundance Digital? How does it work and what does someone get when they become part of it, when they join it?

Sure, sure. And let me just say, you know, in my universe there are two places you can go to. Singularity University. They run a SU also runs these six day executive programs that are about $15,000 for six days and they're sold out typically for six months ahead. There's the Global Solutions Program, the GSP. It's a $30,000 basically program for graduate students, but it's 5,000 applicants for 90 spots. So Abundance Digital I've created as a curated community of individuals in which I want to provide three, because I think this is what an entrepreneur someplace in the world. I don't care if they're in Ohio or Mumbai, it doesn't matter. The entrepreneur. And I'm putting myself back to my early entrepreneurial journeys. What you need is first of all you need to know the language. What I've created inside the Abundance Digital program, and it's a membership that runs a full year and hopefully it's something that people want to continue on for a decade. There is a curriculum. And in the curriculum I am personally teaching you how to think about the 60s, digitizing, demonetization, dematerialization, democratization and so forth.

The six Ds is what you said, not the 60s, like the 1960s?

No, the six Ds of exponentials. I teach about how to read an exponential roadmap map, how to think exponentially, to talk about exponentials, to think about an abundance mindset. There is a curriculum that everybody who's part of the community has gone through. So there's a common language. And I am updating you as part of this curriculum of what's going on in machine learning in robotics and 3D printing and synthetic biology. Not to make you a technologist, just to have you conceptually understand and get excited about where these technologies are going. So that's part. There's a digital curriculum and again, it's what I teach at Singularity University. It's what I teach at the A360 CEO summit. Okay. Curriculum is the first part, not the most important. The most important part is the second. It's the community. This is a community of thousands of entrepreneurs who are abundance minded. And exponentially minded who are supporting each other in having these kinds of conversations. This is a community where everyone in the community has an MTP or is helping someone create an mtp, where everyone has a moonshot and is honing their moonshot in conversations. Again, I said this. You're the average of the five people you spend the most time with. If you are unlucky and are in a family or in a community or in a company where people think that the world is getting worse, that your ideas are crazy, that technology is a bad thing, you can be in a community that can just hold you down mentally. This is meant to be your family, your community of people, where everyone is looking at the data, understand what is now possible, where capital is available, where technology is available, the community function. There's a lot of other aspects. There are going to be meetups in your local town. There are going to be data feeds about what is the hottest technology, what are the best events to go to. So the communities are very powerful. You'll meet your co founders, you'll have people helping you in maintaining your positive mindset. The third part is live events and live content. So if you're a member of Abundance Digital, you get to attend my CEO summit, which is three days. It's 12,500 bucks. It's going up to 15,000 bucks next year. You get to attend that at zero cost as part of being part of Abundance Digital Community. And in addition to being there for all three days backstage, while the people in the audience are doing their coffee break or getting lunch backstage, we are going to be holding a whole slew of additional, additional conversations with the speakers where you as a community get to ask questions to get additional content. What else? Every year I go to the Consumer Electronics Show. And so you're going to have a chance as part of this digital community, to go with me to CES in Las Vegas. And I'm going to show you what's going on in robotics, in AI, in augmented virtual reality, in drones and all of these areas. So join me at CES and I'll give you this tour through my eyes of what's on going, what's happening. And then every week, I'm with you in the digital community, answering your questions. There's an Ask Peter Anything in which you and your fellow members upvote the most poignant questions. I answer those, and every month, I'm doing a webinar with an amazing rock star, CEO, entrepreneur, CTO about blockchain, about predicting the future, about AI, whatever it might be and then I do these workshops in which I will go out to the community and say, okay, who wants advice on their company? And you'll put forward your company every month. I'm choosing four to six companies or I'm giving you advice on your MTP or your moonshot or how to raise money. And so at the end of the day I'm investing in this community because this community, Abundance Digital community is how I have the biggest impact on the world world. If I can help 1,000 or 10,000 entrepreneurs solve problems, it makes the world a much better place and it creates tremendous wealth in the process.

I love it. So how just to make a distinction. So you have things that people can attend live and you have all this that you're literally in. I mean this is great because I'm introducing this to a lot of people that are not even aware that it exists. And this is something that you are right in the process of, of making available. So this is brand spanking new for anyone that's listening.

Yeah, we just, I'll mention we did an internal soft launch and we brought on just we capped it at 500 members to run this experiment, get their feedback and they emphatically love it. And now we've in our minds we've 10x the value proposition, really building out the community segment. So it's very powerful. So this is not in one sense it's something brand new that we're making available to everybody. But in another sense it's something that we've spent a year really polishing and honing and are now going out to a much wider community with something that we believe in fully.

Awesome. I will put all of the details up for this. So if someone wants to learn more, become part of go forward with Abundance Digital, then go to www.ilovemarketing.com abundance and that's where we will put everything up there. And anything that I think will be the most useful to our I love marketing listeners, you can find it there. So let me again to make a clarification on this, Peter. So you're going to have meetup groups that are starting when you have your A360 group. Is that something people can attend digitally or live or how does, how does that work?

So listen, if there are openings at the Abundance 360 CEO Summit in Beverly Hills, it's a $12,500 ticket. It typically fills out a year in advance. But if you join Abundance Digital, you're going to be able to attend that summit digitally. You're there we have five cameras, we have cameras behind the scenes. You're physically there and there's a conversation going on. The abundance digital community are asking questions of the speaker on stage. They're seeing content behind the scenes with me. So you get all the value that those paying 12,500 bucks are getting. You just get it for one tenth the price. Then on top of that is all the other weekly and monthly live content, the digital curriculum, and then this vibrant community of people who are going to help you up your game, help you, really support you in finding and upholding your massively transformative purpose and then creating your moonshots. And then what's the technology to use? How do you fund it? This is where we're going. I think community is critically important for someone to do something big and bold in the world. And I want to create that abundance minded community that's going to keep you in this positive mindset and give you the tools to go out there and really attack the world's biggest problem.

I have to say this too, because people that are listening to I love marketing, want to learn how to be better marketers, better communicators, better packagers, ways to set things up. And you know as well as anyone that you know you can build a better mousetrap, but that does not necessarily mean anything unless you actually inform the world about it. And so what we always suggest to people at I love marketing, when we make a recommendation for things, you are really well served to not only take a look at what's being offered because it could be amazing and beneficial and make you money and build your company, but also you should observe the marketing, you should look at how it's being positioned. Because there's just as much to learn about marketing by following someone who is a great marketer as there is from what it is that they are offering. So for those of you that want to see some incredibly great ways to package the future, I think Peter is the best in the world at it. I'll put all of that@ilovemarketing.com abundance. Who is this not for? I mean, certainly you're not everybody's cup of tea.

No, of course not. Listen, there are people who are just really happy with the way things are, are, and they're not looking for growth. They're just, you know, they're settled in, they have a business, the business is comfortable for them and that's great. I mean, I think the goal at the end of the day is happiness. Whatever happiness is for an individual, if you're Excited about. If you see an amazing world, if you want your mindset to be a positive, abundance minded mindset, if you don't want to be fearful about the future, if you want to be excited about the future. Because that's something that's very pervasive, as you know, in everything I write and everything I teach in my companies. I mean it's like I can help people flip the bit very quickly from like we're screwed to that's amazing, that's incredible opportunity. So those elements are really important. And at the end of the day, you know, I welcome those who want to grow and those who want to make the world a better place. As I have, as you know, many billionaires in the Abundance 360 CEO community. And I say to them it's time to go from success to significance. Great, you've been successful. Now what are you going to do with it? How are you going to go 10x bigger in the significance? What impact do you want to make on the world? What legacy do you want to leave for humanity and for your kids? Because you can.

And it's really cool because there's a gal that I met at Abundance360 a couple years ago who I'm now a small investor in her company and she was 22 years old at the time. And what I really love about her is that she lives in Silicon Valley and she's like, there's all these people that are trying to build the next video game and the next entertainment app. And she's like, there's so much human suffering in the world and there's people that are starving. And so one of her things is using AI for farming and agriculture in order to produce food at a much greater rate. And you see someone so young and so enthusiastic because she's been inspired by you up there talking about an mtp. I mean I see it all day long about how this totally changes the way people interact with life. How they think about what they're capable of, being introduced with new capabilities and new ideas and that's what your whole world. And I know that Abundance Digital is all about what will someone. This is always another interesting question because people are like, well, do I have time to learn this? Is it worth doing? Here's all the benefits. I mean everyone talks about the benefits. What will someone miss out on if they don't pay attention to this world? If they don't get involved in. I mean, because there's. Because I seriously think that I don't.

Want to go to the fear side of the equation. But listen, our lives are going to change in very dramatic fashions, much more than people understand right now. I think all in all we're demonetizing energy and food and healthcare and education and we're going to be providing that. But, but there's going to be. The projection is that 50% of all jobs will be lost in the next 20 years to robotics and AI. My sister is an anesthesiologist in Greece and she is robots and AI is going to be a much better anesthesiologist than a human is. So she's not going to be an anesthesiologist for that much longer. But the thing that I think people are going to miss out on is, is the incredible breakthroughs that are going to fundamentally change their lives. The future of education, the future of healthcare. I mean the breakthroughs that are going to extend the healthy human lifespan. I guarantee you people in my community are going to know the cutting edge of longevity, where the tech is, where it's going, what they can do right now, what's going to be coming online. Anyway, it's fun. Joe, I'm so grateful to have you as a friend, as an inspiration and a co conspirator in all the things we do together. And I appreciate the chance to share what I'm passionate about with the I love marketing community.

Yeah, absolutely. One last thing I'll say and then I'll ask if there's any other things that I should have asked you that I didn't, that you want to talk about. I have one of our genius network members who runs a giant company, does over 300 million a year in sales and I introduced him into your community and he ended up going to one of the health care providers that you recommend and they identified something that he never would have identified, which was an early stage cancer, had it removed. And he said to me, he goes, this probably saved my life and had I not done this, I may have died. And this is a person who has access to a lot of money and a lot of things, but just didn't know about this thing until he got introduced into your community. So I think of these things way more beyond make money, business things, cool stuff and all that, because it is, I mean, talk about entertaining, mind blowing, interesting shit. I mean, you're the king of that stuff. It goes way beyond that. So is there anything that I didn't ask you that I should have? Anything else you want to mention? And then I'll tell people to get themselves involved because I know this is a very new.

I feel like I've conveyed what drives me here, what I love, what I'm wanting to create and the value I want to deliver to people. And, and so I feel great from my standpoint. I am on a 25 year journey, right. I made a 25 year commitment to running this community. And so those it's. I think of it as a countdown to the singularity. Countdown to this amazing exponential road ahead. So those who would like a guide, a mentor on this journey, join me. It's going to be a blast.

Awesome. Awesome. Okay, so I'm going to give out the URL one more time that I recommend you go to right now. I will make sure everything is up on this site by the time that you are listening to this episode. So if you want to go forward with Abundance Digital, go to www.ilovemarketing.com abundance. You've heard from Peter. I think it's pretty crystal clear that this guy knows his stuff and that there is a lot that awaits you. So you get started@ilovemarketing.com abundance and if you know anyone that would be well served to hear this, then please share this episode with them. Subscribe to I love marketing online at itunes, wherever this podcast is available. And as always, Peter, always a great pleasure to talk with you and I really appreciate it and I look forward to seeing how the amazing future unfolds. So thank you my friend.

Thank you, brother. Be well.

Sam.