Insights On Best Practices, Inspiration, and Connections To Grow Your Business From Marketing & Business Legends Jay Abraham and Joe Polish

Hello, my name is Eunice Miller, executive.

Assistant to Joe Polish.

I've worked with Joe since 1995, and I'm also the lead concierge to Genius.

Network members as well.

You're in for a big treat today as you're about to hear an exclusive conversation between world renowned marketing expert Jay Abraham, responsible for over $9 billion in revenue generated for his clients, and Genius Network founder and president of Piranha Marketing, Joe Polish. So please join in on the conversation now and enjoy.

This is Jay Abraham. I'm talking to you from Amsterdam in the Netherlands. And I'm talking to you from Amsterdam in the Netherlands, because it's important that I take time right now to introduce you more fully and completely to a gentleman who I think you need to get to know very deeply. And he's integral to your appreciation of why and that you need to change your schedule and commit yourself, your time and your attention to being at the Genius Network annual event in Newport Beach, California. So we're talking to Joe Polish. Joe Polish, besides being a very impressive and a very successful entrepreneur in his own right, is the founder, the visionary, the lifeblood, the driving force behind a rather remarkable organization that obviously you know about or you wouldn't be listening to this discussion. This is not really going to be an interview because an interview is a superficial patronage of bland ideas. It's going to be a very probing, penetrating encounter with a very bright man who's going to talk about some very important issues that positively affect, and if you don't take them seriously, negatively afflict the future of your business and probably your personal life. So, Joe, I have watched from afar, I have been curious up until about a year ago of what you do, why you do, how you do it, whether what you do was meaningful. I got the privilege and the honor to be not a fly on the wall, but an immersed part of it last year. Thank you for that honor. And I was vividly, personally impacted at a very high level, which is why I want very badly to put the full force of my credibility on the line today. So, first of all, it's a pleasure.

Talking to you and you too, Jay. And thank you so much for taking the time here in Amsterdam. And I'm really looking forward to our discussion today and sharing as best we can and for obviously you having the insight to actually see something that you consider valuable enough to where we would go this deep with it and share it with others. So thank you.

You be welco. And the truth of the matter is I get really, but rarely turned on by people that are doing things in the business and particularly the entrepreneurial world, that are meaningful, that are relevant, that are profound, that are truly, I hate the word transformative, but that really catalytically change the force and the direction and the outcome of people's lives and the lives they can touch and affect. And I think what you're doing does. And I want to be an emissary, an advocate, and a champion today for the entrepreneur who's listening. So I'm going to ask you a myriad of questions, but they're not going to be the standard run of the mill. They're not going to be your mother's or my mother's question. They're going to be some very unexpected and I think very, very different questions that are designed to help you reveal more to an entrepreneur about things you're doing that no one else doing, people that you're collectively gathering together that rarely ever gathered together, contributions people are making to one another that are, in my opinion, rather unprecedented and a dynamic that can only really be understood and appreciated if it's experienced. So, with your permission, and I did tell you this, I'm going to take my gloves off, and so you should probably take yours off and be ready to answer. And we're going to do what I'll call an entrepreneurial war shock. I'm going to hit you with a bunch of disparate questions that are designed to stimulate you to answer in a way you never have with anybody else and designed to connect to the entrepreneur in a way that he or she has never, ever had anybody really touch or reach. And then whatever they do with the shift in thinking and hopefully the alteration of paradigm that we leave them with is sort of up to them, right? Absolutely. Okay, so let's start with the fact that you are organizing a gathering. I can't call it an event. I think I wrote and said that it's a disservice to call it a seminar or a conference. It's something very indescribable. But for purposes of this discussion, it's the Genius Network annual. I'm going to call it a gathering. And I want to start sort of, if you. We have to have a context. We gotta start somewhere at the very beginning. So I want to talk about the gathering, but I need to give them a background on the Genius Network, what it is, why it is, you know, how you envisioned it, what it started as. So I'm going to ask some questions. First of all, let's talk about the. In the beginning, you know, it Felt like a religious, like the Ten Commandments in the beginning, when God created light. Let's talk about when you had a vision. Sometime in the past, something must have happened that struck you that there was a need that had to be filled and that no one else was filling it. Can we go back to those, those days of the origin of this and you can share how you got inspired, why you got inspired, what it was you were trying to do when you started this?

Yeah, well, let me start from the very beginning, just briefly, into how I actually got into the business of putting entrepreneurs together and how I first got into infomarketing business. Although that would be a disservice to refer to this as infomarketing. I am a convert of my own system. I started out as a dead broke carpet cleaner living off credit cards in the early 90s. And I learned direct response marketing, much of it from you, in order to survive, in order to eat. And I transformed a small cleaning operation. And then I decided, wow, I could probably share this for a profit with other people that were in the same position as me, that were going through pain and struggle and good people trying to deliver good work, but having no earthly idea how to generate business. So I packaged up the things, the exact recipes, the strategies, the ads, the templates. It wasn't just ideas, it was real proven strategies that I was using. And I packaged those up before the Internet even existed and I started offering those to other professional cleaners and restorers. And so in a very short period.

What do you interrupt? You constantly. I want to interrupt, and it's not to be rude, but I want to be the torque converter and the translator of the UN for the entrepreneur. What he's saying, which I know this to be true, he saw a hard working, dedicated group of people in an industry that were working so ardently, but they weren't working really effectively. And he was able to help them all transform and improve the successes and the impact they were able to make in their industry. Correct?

Yeah, correct. And I saw a lot of people suffering because I went through the same suffering myself, and I'll refer to that word, reduce suffering a lot, because it's actually something that is constantly in my mind. I not only want to help entrepreneurs make more money and have better businesses and have better clients and learn how to select and leverage their time and leverage their productivity and all of that, I actually want to take pain away and marketing and messaging and communication and how you present yourself and how you position yourself really can change lives, can give you a Much better business, but it can give you much improved mindset, it can improve every aspect of your life, it can improve communities. It goes very deep. And I think one of the biggest challenges that some people have with marketing is they underestimate the sheer impact and positive nature of it. I identified that early on that I could actually leverage myself with words, I can leverage myself with messages. That if I only relied on my ability to talk to people face or over the phone at the time, because again Jay, there was no Internet back then, I would really limit my success. I got into that and I quickly started. I sold millions of dollars of courses to people in niche industries and I started licensing my strategies to other industries. And by the late 90s there was really unique things. Like every phone book in every major city had one or multiple versions of my education based marketing ads running in them. And so I running groups, I started teaching people in person. I had done seminars and I had been doing events where we would bring several hundred people together, all these small business owners, and we would just see these incredible success stories. And I did that for 16 years. And basically along the way I started doing groups. And this all started as a result of me wanting to go deeper for people to utilize my strategies. And it's one thing to read something, it's another where people are willing to invest money, hop on a plane and go someplace and really work on their business, really connect with other people. And I saw the value of collaboration. And the greatest way that I saw collaboration is I started running contests where I would bribe people with things that they typically would not buy on their own. Cars, vacations, trips to Necker island with Richard Branson. I mean, I've done a whole variety of things and I saw the same information, the same strategies that I had been sharing and teaching with all of these small business owners. I saw the intensity of what they put into their business dramatically increase by me putting them together and by challenging them. It's not just giving people knowledge and suggesting that they make plans and create goals, but it's really putting them into an environment where other people are challenging them and they're able to network with each other. And that's what I call Genius Network. So genius network was born out of that, which may sound like a negative. I got to a point where I had all these wonderful clients and service businesses and they're great people. And I had provided every stitch type of marketing that I could possibly think of that would help them more than they could ever use. And I put together this fantastic platform with over 1000 downloadable sales letters and documents and ads and everything for every aspect of their business before they get the sale, during the interaction with the client or customer, and then after the sale, everything that was needed in order to identify the right target market to orchestrating referrals and delivering world class service to people that are already giving them money. And I got bored. I got to the point where it was like, wow, I'm doing a lot of these meetings and psychologically it's not challenging for me. I don't want to just continue to do groups and not be challenged. And I thought, what could I really do that would not only be amazing for me, but would be amazing for other people? So I created this group called Genius Network after one of my clients, Robin Robbins, had paid me at the time I was charging 3,000 dol hour for consultations in minimum blocks of two hours. And she had hired me for two hours. And I took her through a process called an opportunity realization roadmap. Where I would, what that is, is I would give the client 25 questions to think through all kinds of aspects of their business. What they want, who their competitors are, how they're perceived in the marketplace, what their biggest challenges are, what's working, what's not working. It would just really take them through a whole series of questions because let's take you as an examp, you're just one of the world's greatest Socratic individuals that really gets into what people are all about to help them eliminate problems and to reach their opportunities. So in very much a similar way.

I was doing that.

And so I had a conversation with Robin for two hours and at the end of it she said, you know, Joe, why don't you create a platinum group? Which was the group I was running at the time with the small business owners and it was about $1,000 a month program. And she said, why don't you create a platinum group for people that information marketers, information publishers. And I said, well, you know, it's not that I haven't thought about that, Robin, but like anything else, you have to deliver it, you have to sell it, have to market it, have to organize it. And I said, however, if I did, what would you suggest I charge for it? And I just kind of threw that out there. At this point, it was just an idea she had thrown out. I wasn't.

Wait, in your eyes, what did she say?

She said, well, I just paid you $6,000 for two hours. I got tons of value out of this. She's like, I would easily pay $25,000 for. And I'd love to have you do it. So I repeated back to her, I said, so if I did this, you would pay 25 grand? And she's like, oh, yes, absolutely. And I would refer other people into the group. And so I said to her, I said, you know, let me think about this. And I really pondered that idea for about a month. And in the process, I talked to several other people. Now, Jay, I'd been known to invite people to my office in Arizona and brainstorm. People like John Carlton and the late Gary Halbert and Brian Tracy. I mean, I've had all kinds of. Kinds of people that would just come out, and we would organize brainstorm sessions at my office, and people would call me. Oh, amazing. And people would always call me and say, when are we going to do another one? When are we going to do another one? But I never had organized it into a business. And I would just call my friends and colleagues that I knew from doing what I did, being in that business, and they would just show up, but I never charged anyone. So I started calling people that I even would call and ask for advice from at times, and that I would talk to. And I said, hey, I'm going to formalize this, and we're going to do it three times a year. Let me backtrack. The very first year, about year and a half, we did four meetings a year, one day at a time, and we started Genius Network. But I'll get to that in a moment. So I called and talked to some individuals and asked them, what do you think? Would you invest $25,000? If I actually did a group where there's some consistency to it, we meet on a regular basis. And everyone I talked to, and I was very careful to select the right people, they all said yes. And so I started the very first with 20 people. Now, after a few conversations, I called Robin and said, okay, remember that idea you gave me? I'm going to do it. And she's like, fantastic. And so she had overnighted me a check for $25,000 the next day.

That must have been impressive back then.

Yeah, it became official. And then what I did, I actually asked all of the people in the beginning to send me a check, don't pay by credit card, Because I was going to take their check, and I was going to block out the account number, black it out. And I was going to send a letter, invite out to a handful of people so that they can see that all other individuals are truly paying Me money. They're not just invited, they're not free guests. And I from the very beginning made a policy. No one's in as a guest unless there's a guest speaker or they work for me. We'll never have people just sit and attend. I mean, we've made a couple of exceptions in the past. We've had a couple of young people that were the children of the entrepreneur and we wanted to help. So we do things like that. But for the most part, everyone knows that, everyone that comes to Genius Network. And so we started after about a year and a half of trying the, you know, every four times a year, one day at a time. I decided let's do three meetings two days at a time at my office. And I fell in love with it after a couple of years. You know, referrals came in from people that were in the group and they got incredible impact. And I made a policy, I said, if you don't make at least a 10 times return within the first year of being in this group, I don't want you to renew for the second year. I would be funny about it and say, I want your money. But what I want more than anything is I want this to be so apparent, that this is a 10 times investment. And you know this, Jay. People that are really successful entrepreneurs that are very bright, people that teach others how to do this, you can come up with more ideas on your own sitting anywhere with a napkin or a piece of post it note than most people that are the average business owner that aren't in that sort of creative space. And I wanted something that was unlike any other seminars because people that are highly successful and running very successful businesses, a lot of times they actually hate ideas because ideas bombard their brain and make them think, oh, I have to do all of this stuff.

That's an interesting, it's counterintuitive, but that's actually quite profound. People that are really high achievers are very disciplined. They are monsters of execution and they are very pragmatic about discriminating what's important and what isn't, including in terms of intellectual capital and ideas and commitment to them, right? Yes, completely.

And I realize that one elegant idea is worth more than a thousand semi good ideas, which I first heard the crazy Gary Halbert say a long time ago. But he was really applying that to writing copy and promotions. But I've taken that to all levels of just thinking in business. And so I said, I'm going to have a group that really focuses on the levers, the Game changing ideas, the idea that makes everything else not as valuable, not as profound. And let's search for that. Sometimes you have to have a lot of silly thoughts in order to get to the great thoughts. But I planted that seed in everyone's mind when they would first come to the meetings that we're going to talk about ideas that are worth at least a minimum of a quarter million dollars or more to your business many times throughout the period of time we're going to be here. And I created tools, and one of the tools was an elegant idea sheet where they would actually, if they ever heard an elegant idea, they would write it. And then the first action. What would be the first action? Just to get to that second part. And then we had ideas worth $250,000 or more to your business. And if people could walk out of the meeting truly with an idea that they could use, so much the better. And I've always loved watching TED talks, and I've watched many. I've attended a couple of TED events in person. I have a lot of friends that speak at ted and they've done a fantastic job of sharing just incredibly useful ideas out into the world. And they have a tagline, which is ideas worth spreading. And I started thinking, let me focus on ideas worth using. Not just really clever ideas, but things that entrepreneurs can really use. And then you fast forward totally. Yeah, because again, entrepreneurs are super busy. They don't just need something to think about, they need things that they can actually use. Because a not to do list is far more important than a to do list.

You got too much that resides in your brain. And I'm going to do an intervention, but it's not a critical one, it's a noble one, because I want to go forward with more rapidity because there's a lot of ground I need to cover with you. So now we've got a context. I need to know, did you formulate and evolve a unique methodology? Because my experience and my observation and my belief is that you have not only collectively attracted an extraordinary cadre of what I'll call mammoth minds in a lot of different industries, but you have created a dynamic, a process, an integrative way of getting each one to contribute at the maximum and the minimum time, which is optimization. And you talked. I'm not letting you answer yet, but I will in a minute. You talked about elegant ideas, but you didn't talk. But my observation is you have an elegant process that is the antithesis of protracted or wasteful, gets right back down to the core essence, the quintessence, right down to what's really relevant. And it dispenses with, for lack of a better word, the crap. You want to comment on all that composite question?

Yes, and I will comment on it based on. I want to give just some context about how I got to think about processes. I have a really dear friend, one of my best friends named Dan Sullivan, who you've met. And he's the found of a company called Strategic Coach.

Very deep thinker.

Oh yeah, very bright guy. He's coached more successful entrepreneurs, people that make a certain income level. So success defined by income, which is not the only way I define success. He has a criteria for people that make a certain net income in order to join Strategic Coach. The minimum has always been for their lowest level programs to make $100,000 a year net income or more to even go to any Strategic Coach programs. And years ago I joined Strategic Coach when I used to have long hair in a ponyt. And I was in my 20s when I first started out because I had started my marketing business when I was 26 years old, actually even before that, but it was about 20. I started studying marketing around 23, 24. So I joined Dan's program, Strategic Coach. And so I had many years of being in groups with Dan and developed a really close relationship with him. So as I went into this, I already kind of got how to run and facilitate groups with entrepreneurs because not only was I have been doing it myself, but I was also getting coached by Dan and I had a personal relationship with Dan. One of the things that I decided was everything that I want in life, I can get through my network of relationships. If I want the very best of everything though, I want a network of geniuses. I want people that have true skill, talent and capabilities and insights and know how in particular areas. And I'm always fascinated by the very best of the best and how do the best get better and they get better by collaborating with each other. So me and Dan even came up with a definition of genius network which is an ever expanding system of increasing cooperation and creativity among unique ability achievers. So to break that down, it's about cooperating and being very creative with people that have unique abilities and are achievement minded. Because I like achievement minded entrepreneurs, lifestyle entrepreneurs that just want to have a certain lifestyle, that's their thing. And then there's achievement entrepreneurs that do things that I would consider far more impactful and far more significant. And they're hungry and they're driven and they have this need, sometimes it can become an unhealthy drive. Many times it can be an unhealthy drive, but they have a drive to actually do stuff in the world.

And I'm going to interrupt and we already pre agree that if I'm rude, it's not to belittle you, it's to honor everybody else. Because I want to make a pretty parenthetical comment. The kind of people you're talking about also their achievement is normally, if not always, it's attached to wanting to make a bigger difference. Impact, contribution, breakthrough in the market, for the market. They have motivations that may be fanatical, but they're not really just money motivated most of them. The money is a byproduct of either adding value, changing the whole dynamic of an industry breaking through. It's always doing something better, different, more powerful. Is it not or am I wrong?

You're absolutely right. I mean, if you've ever read the book Man's Search for Meaning, which I know you have people that are out there, if they have not, I take that very seriously on all levels to humanity. Most entrepreneurs that make a lot of money, the outside world that doesn't make a lot of money views them as all they want is money. What I look at these people as is they're meaning makers. This is deep, meaningful, significant, important to them. Businesses, life on all levels. And they take things very seriously. And they're willing to sacrifice a lot of pleasures and to delay gratification and do work that most people are not willing to do. These are hard working, committed individuals. Now certainly there are people that exploit individuals. There's people that are just not good people that are bad business owners that get thrown into this group. But I'll tell you, most of the entrepreneurs that I know are really good people that really care and they care at a very deep level. And they're willing to put a lot on the line and take risks and do things in order to make it happen. So as they make it up and make it real, which is pretty much what all of us are doing all the time anyway in the creative world. Yeah.

I'm sorry, I think also again, just one man's observation, the people that you attract self select and I think that they are very genius. Manifests itself in a lot of ways. But I think they have the very unique and exceptionally rare ability to see problems or opportunities not necessarily for themselves, although they become the beneficiaries of being benefactors, but they see opportunities and problems for the market that the market doesn't always see for themselves. And they're fanatically and almost maniacally driven to solve those for people in a very constructive way.

You're totally right. And they understand the mindset of who it is that they're actually wanting to help. And in many cases, that's themselves. But they see I'm not the only one that has this problem. You know, the thing with marketers, you never fall in love with your own idea. You actually see if other people buy into it. And what I've told a lot of people that have aversions to hearing the term selling and marketing for years, you get all this resistance. Oh, marketers, marketers. Because it immediately conjures up some sort of mindset. What I've been telling people a lot lately is think of selling as influence and think of marketing as storytelling. If you're more influential, you're going to have more success, you're going to be more impactful, and if you tell a better story, you're going to get more buy in, you're going to get more response. People are going to engage with you. And don't think of it as like, oh, you're trying to manipulate someone. I mean, selling and marketing is what. What makes the world go around. It's what makes everything happen.

It's being influenced. You're talking to the choir, man. You're talking to the choir. And preemptive, preeminent marketing is the most powerful, in my opinion and yours as well. The most powerful force you can harness for constructive and productive and meaningful achievement.

Yeah, exactly. So going to my process, what I created was I created a Cheers environment. Out of all the things that I had done in coaching, one of the things that I learned is that Cheers commercial. You want to go to a place where everybody knows your name and they're always glad you came. I wanted to create first a safe, chummy environment where people could really deal with whatever they have, positive or negative, that either they're incredibly excited about or is driving them freaking nuts. I mean, it's literally undermining not only their business life and their ability to have success, but their personal life. Struggles, challenges, breakups in relationships, anxiety, depression, addiction, you name it. We have gone into some very light places and some very dark places, and we give people the ability to feel okay there. Now, it's important that the best entrepreneurs and marketers in the country, they're all sharing what they know in Genius Network. But I control who gets in the room. And we're very selective about it. The difference is it's not just cutting a check. There's many people that would cut a check in a heartbeat if they were invited into the group that I've never invited because I know that their egos, I know that this weather their app would not be a right fit. And we don't have a perfect system, but we've done a pretty damn good job. I mean, it's just gotten better and better and better throughout the years. And people get to know who we want. And everyone has to fill out an application to get into the group. They have a conversation with my CEO or my wonderful assistant who's pretty much the concierge to the group, who's been with me for 19 years. And so we have a good, really real understanding of it. Then when they come into the group, we have again the elegant ideas. We focus on 10 times return on investment. I have a tool called the Genius network tool, and it simply is the ability for somebody.

It's a proprietary tool.

Oh, yes, absolutely. We even have an app. We have an app that people can use on their phone that ties into all of their contacts and all of their relationships. And they select who are the most important people that are in their life. They can use it in a broad category, or they can use it in a very niche specific category. If you want to be a better parent, who are the people that you know that would be the best people to talk to and learn from? If you want to get in great physical shape, who are the people that have the capabilities you need? It could be something as simple as a personal chef, a yoga instructor, a personal trainer, a nutritionist. It could be a variety of people that you would need on your genius network in any area. And since there's so much focus on business, if someone, for instance, wants to put together a web strategy, who are the people that you know that could put together not only the website, the conversion strategy, the graphic design, all of the things, the database. And we help people think through their genius network. And when I have someone join the group and I take them through the genius network exercise, which most people will never do on their own, that's why they come to the meeting, because they won't do it on their own. And they have also the benefit of everyone in the group surrounding them that they can do this type of thinking and collaboration with, which goes back to, you know, it's an ever expanding system of increasing cooperation and creativity among unique ability achievers. And you put those types of individuals together, have them identify their very best relationships. But here's the Kicker, I don't have it focused on what can you get out of this relationship we really think about, all right, all these people that are in your life, what do they want? What's important to them? What is the.

So what can you give exactly?

How can you help them get what they want? I mean, now, Jay, you are better at explaining reciprocity than probably anyone I've ever heard. And I am personally friends with Robert Cialdini. I know a lot of smart people that teach reciprocity from just the practical application of it. Even if you're a despicable human being, understanding what reciprocity is and how it works is one of the most authentic things you could ever do. And when you simply go out and help someone get what it is that they want, you just naturally want to help them. I mean, let's take what we're doing right now as an example. I mean, you've been incredibly supportive helping with me. Our articulate even the message of it, even what we're doing right now, would be an example of a genius, J. Abraham, talking to me about what it is that I'm doing and putting it together in a communication piece to share with other people. And, you know, how could I not naturally just want to be as helpful and as useful as I possibly could to you? Simply because you didn't do this in any manipulative way. You took genuine interest in what it is that I'm doing. You came to one of my Genius Network events. You presented, you interacted, participated, you immersed yourself in it. And you're like, wow, this was really cool. Let's talk about this deeper. I mean, this is genius networking live on the spot as we're doing this. When I get the entrepreneurs to really focus on who are the most important relationships in their life and how can you help them get what they want. And then what would you love to have them do for you? It totally flips a switch because there's givers and there's takers. And one of the things that I'm really selective about is I just don't want any takers in the room. Not that you can't get through life being a day.

And again, I got to make my intervention, and I'm going to make my three or four parenthetical comments because I'm enjoying you on a role. So I believe, and I think I'm correct, and thank you for your comments. But I'm going to tell you the font in the mind from which that belief system about reciprocity flows most People get all hung up. And this is where most people, they limit so much. They're not only achievement, but let's talk about something that's more critical, their fulfillment with the reward not just financially, but psychically, emotionally, whatever. Because they don't realize that we're rewarded in life in indirect proportion, not direct proportion, but outrageously exponential proportion to the problems we solve or the opportunities that we make possible for others. And it's not a manipulative. It's the most liberating, fulfilling, emancipating, animating thing you can possibly do is when you get in an environment of really, as you say, super bright, super insightful, super diversely experienced and outrageously knowledgeable men and women from a broad spectrum of business and life issues are all conferring and collaborating together to make one another's circumstances. And that can be life, can be business, can be, can be product, service, anything better and better and better. It's a dynamic which, as I said, you really can't. All the verbiage that I could conjure out of my brain wouldn't explain it as well as just sort of experiencing it yourself for even just a short period. But we got, I got, I've got. I created two pages of notes and we're on. This reminds me of my PowerPoints. I usually do 600 PowerPoints and do three of them, but I got it. Moving you forward.

Okay, I got you. Yep. What I'll say is that just to kind of why it works, the annual events that we do, the one that we have coming up, this is a.

Confluence of the very best of the best members and the very, very best of the new applicants, right?

Yes. I mean it's the people of the world who actually train other people that come to a school for them to get trained for them, come to a place where they can literally make connections. They can put together deals that are not available anywhere else. They check their egos at the door. The group was really built around referrals and other members who admire and respect not only me, but each other. It makes the group completely unique because we've never grown or built it or promoted it through affiliate marketing. There's no one that's getting paid in order to do it. Dan Sullivan as an example, has referred 50 of the current 150 members that are in the group. One third of the current membership came from one individual who just loves it. And this is a person who I was a client of his for many, many years and he joined the group four years ago and has attributed about $16 million to his bottom line since he joined. And he loves it. So the annual event ended up becoming something that started as a result of four years ago. I decided to hold an event where I would bring everyone that was in Genius Network together where they could all meet each other. Because my Genius Network meetings are three times a year is how we had been doing them two days at a time. And we would meet in groups of anywhere between, at the very low end, 20 to about 38 people. So the average would be 30, 35 people that would meet at my office at my headquarters in Tempe, Arizona. And that's how we started doing them. And I'd never done like an annual event, but I ended up tying came together exactly. And I had Richard Branson come to the first one. I had Bill Phillips, Dan Sullivan, a whole variety of just interesting people. And we did that first one. And then the second year we did it in New York. I tied it into an event that I was speaking at and I had Paul Zane Pilzer come out and Tim Ferriss and a handful of people. And so the second year it was just fantastic. And so I thought, you know, the third year, let's do it where we actually invite people that aren't currently a member of Genius and we'll let them pay invest $10,000 to come and get a taste of it and we'll see if it's a right fit for them and if they're a right fit for the group. So I formalized it into an actual event where people that weren't part of the Genius Network Group, that is a $25,000 a year group currently where they could just come to the annual event. And so I decided to not hold anything back and bring in as many amazing people as we could. So I kind of collaborated with my 25, Peter Diamandis, who by himself is just an incredible individual. And I said, Peter, let's have you invite some of your friends, let me invite some of mine. Let's get some of the highest level people there. We did an event in New York in 2012 and we had Peter give a talk. We had Dr. Edward Hollowell, who's the top ADD ADHD psychiatrist in the world who really understands the self destructive nature of entrepreneurs and also the gift. He was right on it.

It was very profound. He hit a lot of sensitive chords in me as he was sharing. It was very, very, very insightful. More than I had ever expected.

Yeah, exactly.

He's great.

And we had Steve Forbes give a Talk. Tim Ferriss, Dan Sullivan, of course Neil Strauss, who's written probably like eight or nine New York Times bestsellers on all kinds of crazy subjects. We had Neil DeGrasse Tyson speak. We had Ray Kurzweil who's now the director of Google Ideas super genius. We had Arianna Huffington come out and she'll be out for this year's event. Also my buddy Joe Sugarman from Blue Blocker sunglasses fame, Dr. Mark Hyman, who's one of the top doctors in the world. Evan Pagan, a whole variety of just amazing people. And it was unbelievable. It was really unbelievable. And that's when I started saying wow, this annual event. And I had people come up to me at that event and say this is better than TED for me. I like this. And again, Jay, I'm always careful. I never want to be disparaging against, you know, TED because TED is different.

And again, I need to be your torque converter and I need to be the advocate of the audience. So let me intervene, intercede and not interpret but give a little context and perspective. So in my humble opinion, you got a dynamic where and you were a little over generous because you want to open it up to a qualitative and discriminating flow of people who are not only appropriate, but appropriate in a multitude of ways. They bring exceptional experience, value, achievement and capacity to contribute. Not just to take and run number one. Number two, my observation, just this person's but I've experienced a lot of stuff in my life is you've created an integrated dynamic of and what's cool about it is it's not a predictable and a. It is proprietary to your process methodology but it's very unique in what I'll call the change up pitches. And if you, I mean you do obviously by having people experience a highly diverse array of not just experiences or not just experiences but activities and interactions and exercises that are at a very high level of not just sophistication but of real world application. It keeps the mind flowing, it keeps the engagement going, it keeps the adrenaline flowing and it keeps the as you say, the elegant not a players but the strata of super almost colossal mind ideas flowing. I'm not using good nomenclature but I just want to make sure that people get what you're saying at the highest level. And I would love you, you're talking about the people who are members who also present and some people are presenters that come to present totally different perspective on totally different stuff than the average normal shtick. I watched and I was very, very, I was Triply impressed with Peter. I was triply impressed with Dan. I was amazingly impressed with the candor and the unique and different perspectives you very deeply explored and examined with Tim Ferriss. And I was only able to participate on a lesser amount than I'm going to this time. And I was just fabulously impacted, impressed and I want to use the right phrase, so bear with me. But I was, I was moved to reflect how different and how much more. Not just engaging but truly qualitative, thought provoking in a way that, and you talked about it. I mean ideas, a flow of ideas is almost useless. High performance ideas that can be actuated is priceless. And the kind of people you're bringing together, I think you should talk about not just the name and they don't care if you even give the names but the, the use the word. It's, it's, it's a cauldron of outrageously extensive expertise. Many of them are the absolute top. And I'm being your shill because I. And I'm not being paid for this. I'm being your shill because I think it's a really extraordinary experience that the right person would be foolish not to avail him or herself of. But you've got experts who are at the top of, of the top of the pinnacle of the top of the absolute mountain of their game. And you can talk about. Because I think that in order to appreciate the kind of immersive, heady and rarefied kind of brains you're going to be really rubbing shoulders with, you might just want to give a little bit without being arrogant. Just tell them the kind of experts and the kind of specialists and the kind of icons that'll be there.

Yeah, I would love to. And what I'll do, I'll share about.

Can you talk so much?

No, no, that's good. Fantastic. I'll talk about what types of people are in the group and then I'll share who some of these people actually are. Now for one, they're the highest level entrepreneurs in the world that I can attract into the group. And since so much of it is done through referral, that's incredibly beneficial. Almost everyone in the group is running a multimillion dollar business. There's some that are just over a million dollars. We 10 people that are running $100 million to $500 million a year companies. We've got one real billionaire in the group that's a very private individual. He's worth more than Richard Branson. So he's got a lot of money and I'm Richard Branson's largest fundraiser. So I spend a tremendous amount of time with Richard and have interviewed him many times and all that sort of stuff. But I've got over 70 different industries that are represented and the types of.

People they're representative by, excuse me. And here they're represented by very or the very best mind or thought leader or specialist or expert or knowledgeable or top performer in the category almost totally. Aren't they really? And I'm not trying to be overly zealous here, but I think that's a truism.

It's a complete truth. Dan Sullivan actually interviewed me and featured me in a book he wrote several years ago called Industry Transformers because I had trans transform the entire cleaning and restoration industry with my business strategies. When that book came out, I really thought about that term Industry Transformer and I thought, yep, that's it. That's who I like. I like individuals that have transformed industries or people that are in the process of transforming an industry. How do we put all the industry Transformers together in a room? Because if you put an industry Transformer into a room with another Industry Transformer, another industry magic happens that simply will not happen anywhere else. And you put them there on person, not just a phone call, but put them in a room and immerse them and give them jumping off points to think about their business, think about their opportunities, think about their problems, think about their challenges, give them a process to think it through. Help them collaborate with their own existing genius network. Have the people that are in the room become part of their genius network. These already incredibly powerful people. People become turbocharged, they become superhuman in as much as we can make that happen. And so that's what happens. And so we have well known people and we have people that aren't really known. So let me talk about some of the unknown people that are in the group just to give people some context. One of the members is a guy named Stan Dubin. And Stan, he is the largest privately held contract cleaning company in the United States. Seven thousand employees, $310 million in revenue currently. Very interest introverted guy. Never until last year did he ever do any public speaking. And he just quietly has built this gigantic organization that services just had millions of people over the years. We got another guy named Neil Moore who has a company called Simply Music, who's one of. I mean, not one of. I mean he's the most innovative music trainer that I've ever seen. He's got 600 instructors throughout the world that have just a very Unique method of teaching someone how to play piano in different instruments very quickly, very effectively. And it's completely contrary to other methods and modalities of learning. Again, we have my billionaire friend who's one of the wealthiest people in Canada and he has three people whose full time job is to keep him out of the media because he sees nothing useful about being famous and he quietly has built a gigantic operation. Then we have a guy named Rob Sike who is the top coach consultant in the United States, probably the world for farmers, for the agricultural industry. We've got Richard Rossi who has Future Docs. He recently sold a company that for many years did over 100 million a year. He has 560,000 kids that have been through his high level experiential program. The top 3% of students in the world get nominated to go to his programs. And he started a new business called Future Docs. And in Washington D.C. he had 3,000 students, 3,500 students and another 3,000 parents attend the largest medical conference for young people in the history of D.C. that he just did a few months ago. We got John Bowen who's the top coach in the world for the highest level financial advisors. We've got people like Tim Larson who trains Tony Robbins. Target Focused Training trains Navy seals. He's one of the top self defense trainers on the planet. If you've ever heard of a company called Infusionsoft, they're one of the top. Of course you have. They're one of the top CRMs for people in the direct marketing field and for many small businesses that want to automate all of the follow up. And the founders Clayton Mask and Scott Martineau are members of Genius Network. Then we've got John Ben, who created the video Sales Letter that has been responsible for several billion dollars and converted sales using this method of using a video that doesn't have anyone talking with their face. It literally is like reading a sales letter on a website and it's a voiceover of a PowerPoint and he invented that process. I'll mention a couple more. We've got Jeff Hayes who's an Academy Award Award filmmaker. Dave Asprey who owns Bulletproof Coffee. Ethan Willis, who's a friend of yours, built a huge company where they package up experts that have written great books and have great knowledge and they build programs and curriculum built around them. There's a company called Indiegogo which is the largest crowdfunding platform in the world. And many people know of Indiegogo, but they don't know of SLOBBERUMIN who's one of the founders and so he presented last year. Then we had Jared Coh last year who's the director of Google Ideas, he wrote a book with Eric Schmidt that I actually helped them with their book. So those are some people that the names immediately don't jump out as celebrity.

They're the achievements.

Yeah, they're incredibly high achievers. Now the impressive people that would be known to many people in our world and in the business world would be of course you, Dan Sullivan from Strategic Coach, Jeff Walker, who's the founder of Product Launch Formula. Peter Diamandis, founder of the Xprize Foundation. JJ Virgin, who's a New York Times best selling author on the Virgin diet. She was Dr. Phil's health advisor for a couple of years on the Dr. Phil Show. Dean Graziosi, who's the largest real estate sales trainer in the world currently Mary Morrissey, we got Dr. Mark Hyman of course and people that have attended the events, spoken at the events. Brian Tracy was just at a recent 25 meeting here I've had Richard Branson of course present Steve Forbes, Arianna Huffington, Paul Zane Pilzer, Neil Degrasse Tyson, Tim Ferriss of course, you know Kevin Harrington who sold over $4 billion worth of stuff on TV.

And you got, coming up, you got Damon, my friend from Shark Tank.

Yeah, Damon John.

You got a stellar group. Again, these are presenters. Not even but your dog. About the list we just covered and I didn't count, but let's say you covered 22 and 128 more are all participating members who will be sitting at the tables at the gathering and you will have the pleasure, privilege and fascination of being part of the dialogue, contributing, being contributed to by means. It's a really cool dynamic.

Yeah, absolutely. I mean, you know, Daniel Amen will be is a paying member of the group. Brendan Bouchard, Bo Eason, Robin Sharma who's a best selling author, Paul Abdul, I mean these are all individuals that have invested money and paid to be part of a genius network. And so yeah, what happens is when people come to the group, they look around and I hear this at every meeting, they're like, I've never been to an event where this many high level people are all together hanging out with each other and just sharing what it is they do. So I'm very proud of what has evolved and what has become out of this group. And certainly I will take responsibility for working really hard in order to be very selective about how I've put this together and really Sticking to my guns because I've had so many people that have approached me with all kinds of weird ways that they want me to grow the business and how we can collaborate together. And if we do affiliate stuff and if we do trade outs, I've literally rejected all of that because I really want to keep the group authentic and I want the group to be people that are there because they really genuinely enjoy interacting with other people. And one thing I need to mention too, because this really was based on my own life experience. I was incredibly shy growing up, very introverted. To this day, I don't like cocktail parties, that sort of stuff. I can stomach my way through it if I need to, but for the most part, I really like interacting with people that I have rapport with and developing rappers. Rapport with people is extremely important. And if you're really busy and have a tremendous amount of demands on your time, your number one enemy is distraction. Because there's always something that's pounding at your head. I remember having lunch with a guy named Ricardo Salinas, who's one of the wealthiest people in Mexico. I've met him several times because he's very involved with stuff that he does. At Peter Diamandis, when we had dinner, I think he had like 80,000 employees or something. It's crazy. And I said, what's the best part in the of being you and what's the worst part of being you? And he made this comment that, you know, he said, well, the best part is I just get to do so many incredible things and I've, you know, such a great life. And he's like, the worst part is every second of the day there's something going on, just something going on that you just think about. I mean, it's really hard to not think about it. From lawsuits to people in your company getting hurt, to things going, everyone that's an industry transformer, everyone that's a high level person. Not that they can't shut their minds down and calm themselves, because many can certainly. I'm a big fan of meditation and exercise and obviously getting enough sleep. And many things that we actually talk about is genius network because it's not just about business. Of course. The thing is these people have tremendous demands on their time and you want them to feel comfortable and trust into each other. So I'm very big on making it as chummy and as enjoyable as possible and adding fun. I mean, one of the criteria of who I get involved with, I like people that are elf, that are easy, lucrative and fun. They don't have drama. They're just awesome people. And they strive to not only do great things, but set it up so it functions as functionally as possible. Because a dysfunctional business sucks, a dysfunctional marketing campaign sucks. But when you. When you can really make something win, then that's awesome. You've heard people, Jay, in your life where they're, like, in a relationship, a personal relationship could be a man or a woman. Let's just say it's a woman. And she's been through some relationships that involve betrayal and just bad things have happened and she doesn't want to date. She'll be like, I just want to meet someone that doesn't play games. We've all heard that comment. I don't want to play games. The reality is human beings play games. Human beings can be very manipulative, very weird creatures, and everyone plays games. It's just the reality of life. The key, though, is if you win the game, playing games is fun. If you lose the game, playing games is not fun. People would play games all day long as long as they win them. I mean, why wouldn't you? As long as it's a real game, that's not destructive.

Yeah.

And so I just want to put people together and for one, have them interact and feel okay. I'll even start and say, how many of you in the room are introverts? And I'll say, okay, well, make it a point to go and say hello to you. How many of you would be offended if someone came up and shook your hand or introduced themselves? I mean, nobody raises their hand. People want to interact with each other. I heard a long time ago you're either in communication with someone or you're trying to escape. When you can be talking to someone and your mind is wandering, you're like, I need to get the hell out of here. Or someone saying something where you don't really like them or you don't agree with it. My key is to keep people as connected as humanly possible, because. But in a fun way. Not put them in any sort of weird, uncomfortable space. Just make it a chummy sort of environment and put the very best of the best in that room. So I want a room where one person's not the smartest person in the room. I want a room where everyone in the room is getting smarter. And that's something I talk with Dan Sullivan about all the time. And we have created that room and we invite. Once a year, we do an event where the very best people that we know are invited to come and share their elegant ideas. Most people give 10 minute talk where they share a best practice or strategy that's been worth at least a minimum of a quarter million dollars or more to their business. And a handful of people will talk about things that are not related to money. They're related to health, they're related to improvement. I'll have Arianna Huffington this year talking about the subject of her new book Thrive, which I ran that marketing campaign. It debuted number one on New York Times because of what I did with the people in my genius network. And we're going to talk about what is even the definition of success. I mean, if you have $100 million in the bank, but you sleep four hours a night and your health is completely out of control and you're littered with physical pains and ailments, let's figure out what you need to do in order to improve, because that's not worth it. It's just not worth it. So let's have incredible financial success, but let's also define what success means to you.

Okay, I'm going to do an intervention, but a benevolent one and an honorable one because you're right. But I want to do something that is unusual. And I learned this not as a manipulation, but as a confirmation. Best way to confirm to somebody the kind of value that you hold for them. I mean, this is funny. There's an irony in life, if you understand preeminent marketing, and you do, is people think you're trying to sell their and you are, but you're not trying to sell them on what you're doing. You're trying to sell them on how much more is possible for themselves and how tragic it is to deny themselves the opportunity for whatever it is, growth, expansion, intellectual, emotional stimulation, the humility and the humanity that I saw there, given the success and also the lofty level of just iconic figures there, was quite impressive. But let's do something very interesting because I want to not run out of time. Let's share some actual ideas, not throw away ideas, but elegant ideas that people were so generous about sharing and you've got a very powerful and I personally experienced it. I'm going to lie to you if I told you I liked it in the beginning, but you forced people to cut all the fat out, be sinewy as heck, right to the point. The most directly, clear, actionable, executable explanation of what the biggest or a powerful concept or distinction or strategy or lesson is and how it works and what the key elements are and what to do first and second, and you make many people share that. First of all, in public in 10 minutes, you make people at the table share what they got out and what they're going to do so they're. Everybody can see how many different realities are going on. And it's a brilliant concept. But can you share some actual distinctions that have emanated so people can get a context and just a taste is the wrong idea, let's say, get their palates delectably intrigued by the outer periphery of the depth of what's going to go on when they come there?

Yeah, I'll talk about the last year's event in some of the things that have occurred. For instance, Doug Andrews, who is New York Times best selling author of a book called Miss Fortunes, he watched Brendon Bouchard's talk on putting together an integrative product suite. So it's not just books, but it's how you package and combine stuff. So he left the event, he went back and applied that idea to his business and generated over a million dollars in additional revenue in his already successful business just by implementing the integrated product suite. That would be one ide.

Let me talk, let me, please. I'm not trying to step on you, but I want people to understand that what Joe's saying, if you don't understand it is a lot of people spend an enormous amount of time effort on just the outer stage of what not only is possible for themselves and their business, but what is in the best interest of the client, which is a multitude of progressive either product services. And most people don't even have a clue how it all works together, as he says, integrated. And they don't have a clue why the market wants it and they don't have a clue how to put it all together. And Brendan shared that and shared how it would apply to anybody in anybody's situation. I'm just trying to be your interpreter. Continue.

Yeah, I mean Dean Jackson, one of the classics, he teaches a magic nine word email process which we have got a whole bunch of people that have spent all kinds of time writing long emails trying to figure out the right copy, but actually having a nine word model and it could be seven words, it could be ten words. But the magic nine word email is really more powerful to make a compelling offer than a convincing argument as to why someone should buy just creating that switch on going out to reviving leads or getting response from leads that are not responding to anything else with something as simple as a magic nine word email. So we have taught that and it's literally made the members just tens of millions of doll. We had one that I loved, Marie Forleo, who's been a real dear friend of mine for over a decade, she actually talked about how to prevent sales in your business by just switching the guarantee from oh, we're going to guarantee it to a simple change. By the way, all of these presentations, when someone actually does sign up for the event, we give them all of the videos. A couple of them we've actually just put out for free just to give people a taste of what it is. But we actually picked package up. We've never sold the entire collection to anyone. We give them the people that are actually 25k members and people that sign up for the Genius Network annual event. And so Marie Foglio talked about how this simple change took her from a 19% refund rate on a product that she had poured her heart and soul into and took it down to under 2% consistently just by refusing to sell her programs to certain individuals. It actually has dramatically increased her business profits by a factor of seven times.

I was there. She explained the psychology, she explained the methodology and she explained the positioning. And she did it all in 10 or 12 minutes, which is quite impressive.

Yeah, yeah. And Marie's great. And then Dr. Edward Hollowell, he talked about the mind of the entrepreneur. And I can't put a financial figure on this and say specifically what happened. What I do know is that people, many people, you know, came up to me and said I needed to hear that. Thank you. That will, you know, that is going to change how I interact with my family, with my children, with my team members. And they saw the gifts laid out of the entrepreneurial mind and also the self destructive nature because it is a double edged sword. And then we had.

It was a profound reality check on myself as well.

Yeah, yeah, yeah, absolutely. Of course. I bring people to the group to share things that not only are beneficial to me, but I know they're going to be beneficial to everybody. I mean, I sit and think about, okay, what does everyone here. I'm a big fan, Jay, of Sell people what they want, give them what they need. Because I kind of have a sense.

You're talking to the choir.

Yeah, of course, yes. You know that better than anyone. And so Michael Fishman, he talked about the drivers of desire, everything that he's actually learned about what actually causes someone to desire stuff. And he laid out a whole process. Scott Hoffman, who.

I'm sorry, but I have to, again, I got to contextualize because you you have one disadvantage which you know this too too well. I know Michael. For 20 years Michael has been the brain trust, he has been the, the senior advisor for some of the largest, most successful investment, health, financial economic companies, success stories, publishing, investment firms in the world. Because he expert, he is masterfully, probably unequal in his understanding of the drivers. And I was there as well and he distilled it down. He explained it simply, clearly. And the most important point that I want to make for you Joe, and for every listener is that these everyone sharing, whether it's at the table, on the podium, at the lunches, in breaks, they're sharing it in terms and in ways that anyone and everyone can fully grasp, can harness, can utilize and can implement and apply in whatever it is they do. So it's totally adaptable, adoptable, translatable in terms of implementation, actionability, the kind of stuff, whether it's changing your life and balance, whether it's changing your strategy and result, whether it's changing your. I mean I talked about thinking differently and it was probably a little bit eclectic, but it's trying to challenge people to shift your paradigm and to look at your world and your worldview from a much more expansive and dimensional and not just possibility based in terms of achievement, but possibility based in terms of what the hell the meaning of your life is going to be. It's very provided and very profound and I'm sorry, I'll turn it back over to you.

No, no, I'll mention a couple more. You're right, they're very actionable. I mean you can walk out of every presentation and you now have an insight or a capability. Because here's my belief, people don't really want to go to events or gatherings or seminars or read books or participate in calls or listen to interviews or any of those things just for the sake of doing it. What people want is they want results. And in to get results they need capabilities. And the very best way that I know how to provide people with capabilities is have a gathering with the greatest capabilities on the planet. Get them collaborating with each other, getting them talking with each other and sharing the very best stuff that they know that they had to think through. See, here's another thing too. This year we have over 50 people that want to give a 10 minute talk. I'm only going to have 20 people.

We do the math, let's say 50 times 10. And is there a secret to how you're going to do it?

Yeah, well, I'm going to only select 20 people and we select Them, every single person. No one's too cool for school here. They have to go through the process. They have to fill out a 10 minute talk form. They have to think it through. And we look at everything and then we say, okay, this is going to be the most useful for the audience because every year I say I'm going to make it better than the year before because I always want to put that challenge on myself so that I always have just a continually improving game. And I never become complacent because I've seen many people that over the years they hit a level of success and they don't feel like they need to work hard. And I want to be working my ass off for something like this because it's not the money that people are investing here, it's their time. A lot of these people, the $10,000 investment, who cares? These people make that, some of them, in a matter of minutes. It's not cheap, certainly. We even have a website, expensivebutworthit.com. the point though, it's their time is incredibly valuable. And I want people walking out of there going, wow, that was a really good use of my time. So a couple of other ones. Brendan Burchard talked.

I gotta make a point. You're gonna never talk to me again because I'm so, so profoundly interruptive. But let me tell you what you just said, because I don't think people grasp two things. I was talking to somebody the other day about what, what a testimonial really is. But I want to make a point. You said you had 50 people that wanted to do. Now to appreciate what that means, I think I have to recontextualize it for the listener. What that means is 50 people who are monstrously successful are chafing at the bit to contribute extraordinary, extraordinary concepts, distinctions, ideas, strategies that have worked wonders in either or both their business, bottom line or their life bottom line. And they want so badly to share them. They're not doing this for the accolade, they're not doing it to sell anybody. They're saying, I want so badly to make a difference. And I, because I so appreciate the differences that everyone else is making. And I think it's very important, Joe, that people understand what they're saying. Just like when you get testimonials from people of that ilk, they're not doing it for you, although they acknowledge you. They're doing it to help other people who can't grasp the magnitude and the magnificent impact that something like this can have in their life. And their business and interrupting and interceding in their life for two days. And you use the word magic and I'm sorry, I just, I need to be an interpreter because I'm fixated on trying to make sure people just don't fight over the implication of certain gestures people make because they have far more profound meaning than most people grasp. And please continue.

No, no. First off, I love the interruptions because it allows me to slow down and actually go deeper with what I'm trying to say so that everyone that is listening to this can actually grasp it. And your perspectives are huge because it shows me that what might seem like second nature to me, really, there's much deep, deeper thing going on. Like an example, Brendan Burchard, he talked, he gave a talk on three campaigns that led to $10 million. Well, how seriously I take the impact of these talks. Later on today I will be flying to Portland to spend two days with Brendan and the vast majority of the time we're spending together is really going to be about this upcoming meeting. And he's going to share something that, you know, this guy leads big events. He's very, he's one of the most successful seminar leaders in the world right now. He has thousands of students and he shares things at these meetings that he doesn't share with anyone else. I mean he brings his very best thinking and his very best stuff. The most recent things that are working for him on having tested not only millions of dollars himself, but all of his clients collectively, he has a real good pulse of what's working in that world. And so not only did I bring Brendan Bouchard, but I have Scott Hoffman who came last year, who was his agent, which got him a two million dollar advance for his most recent book. Brendan, in a period of about four months, brought in between the book advance and the back end sales from a book brought in over $4.5 million in a four month period. Now name how many authors can pull something like that off. He actually gave a talk about three campaigns that led to $10 million. Most people have never heard that, don't know how to do it, didn't even know it's a possibility. So now we've got all kinds of our 25k members that are utilizing those strategies. Ben Altadana, who's, he's the top trainer of sales and marketing strategies in the world to the chiropractic industry. He gave a talk why unique abilities require unique marketing, which I love because it's one thing about having a particular skill. But if you don't have the ability to uniquely market and position that skill, then good luck with leveraging it at the level you can. And of course, I always start out with Peter Diamandis sort of early on when we do the events. Because Peter, oh my God, yeah, he talked about thinking big and bold because of Genius Network and 25K. His book Abundance actually was on the New York Times list for a good period of time because of the Justice League of Marketers, as Peter likes to call it, that were assembled as a result of Genius Network. And so he's become one of my closest friends. And this guy just has the pulse of what is going on in the world of artificial intelligence and sensors and networks and medical related things. He invented the X Prize Foundation. I mean, Peter's practically responsible for private space travel industry because he put the X Prize challenge of a $10 million prize in 2004. It was won. And then Richard Branson licensed that technology and created Virgin Galactic out of it. So Peter is responsible for a lot of stuff. Co founder of Singularity University, where I'm also a platinum partner. And he who sits on his board. I mean Peter has these individuals that are friends and sits on his board from James Cameron to Larry Page to Elon Musk. Jeff Bezos is a personal friend of his. I mean this guy meets with the top people and he's gone over the last year and he's interviewed a whole bunch of billionaires, the top people in the world for the subject of his upcoming book. And so we're going to have him present what is just the latest and most amazing things that are going to change the world and what you need to pay attention to. And that always really sets the meeting off in a great way. So it's not just the content but it's the timing of how it's presented and how we share it. And then I facilitate discussions. So this year we're going to have 20 people give 10 minute talks. We're going to have longer talks from Arianna Huffington. We'll have a longer talk from Dan Sullivan. Peter Diamandis, Verne Harnish is going to give a talk. He's the founder of EO Entrepreneurs organization. Dina Dwyer Owens runs a billion dollar franchise organization. Tim Ferriss, of course, I'll be interviewing Tim and just a whole slew of amazing people are going to be there and giving really powerful, elegant ideas and ideas worth using.

I think it's funny, I'm sitting in a suite in Amsterdam looking at a humongous cruise ship and I Just furrowed my brow, but not negative, because I'm thinking, I was thinking about TED talks and I was thinking about, you said. And I was thinking, and you know that I'm fanatical about, about precise words and that really accurately convey and really powerfully present the magnitude of what something really is. And I was thinking that because I was there and I watched and I was thinking about Peter Diamandis last year and how he caught me very positively off guard because he painted a picture of the future. He showed the opportunities, he, he showed the probable evolution. He was talking about a lot of things that have already been validated. He was giving everyone advanced insight. He was telling it how it impacted their world, their business, their life. He was talking about things that were hopeful and things that were reality based and things that were in between. And he was open and he was so lucid and he was so. And he created. And again, these are just in contribution. You got to realize you're not paying any of these people. He created a PowerPoint that was so clear and most of these people given their PowerPoints and you don't talk about how everybody who's authored great and very, very, very. And my utility word of the day seems to be profound, so I'll use a different word. Very deeply stimulating and qualitatively powerful books and proprietary matrix distinctions, methodology, processes. I mean, you can't even. I couldn carry home all the generous and benevolent gifts of meaningful content, meaningful proprietary intellectual property that all the presenters and all the members were trying to bestow on people for no other reason than to really help make a difference. Because you don't know. Most of us don't know in our lives. I mean, it's sort of like cause and effect. Most of us really are fixated on the effect. We're not really as deeply aware of the cause. And I found in my life, and you may disagree, but there are so many problems and opportunities that we can really meaningfully solve or improve or harvest, but we don't even know what they are. And you go to a gathering like this and again, I'm still struggling because I don't think a talk is. I don't think it reveres and conveys and articulates the depth of intention that everybody on that stage is really committed to convey of their knowledge and transfer it in a totally usable and actionable way to people. And I'll think about it the next time we talk and come up. But I'm just babbling here because I want to make sure that before we stop that they know and the fact that you just sort of lighted over the fact that you insist on giving everybody before they come, as long as they, they apply, get accepted and are early enough to receive it and immerse themselves, you want to give them not just one thing, but you want to give them $20,000 worth of preparation so they can see the magnitude and get the very most out of it before they come. After they come, they can. I mean it's. I think your process is really impressive or I wouldn't be doing this and I'm going to run out of time. So I'd like to ask you a couple more questions and then I'd like to a little bit respectfully and honorably discriminating. Because tragically and intriguingly, as exciting as it is, as hard as I'm trying to mine and extract every morsel and every nugget of stimulating and compelling understanding of what unique dynamic you've created, sadly, tragically, but appropriately and understandably, this is not for everybody. And in fact it's probably not for most people because they wouldn't value it enough, they wouldn't appreciate it enough, they wouldn't bring enough value to it and they wouldn't really the intention, which is to propel action based people with a prejudice towards implementation and high achievement and contribution to greatness. They wouldn't get as much out of it. But I don't want to put words in your mouth, may differ. So tell me who really you're trying to, you know, you're trying to appeal to and who probably hopefully got a little intrigued but shouldn't even not bother, but shouldn't apply because you don't think that they're yet ready to really experience this.

Yeah, let me. That's a great question. What I would say. I would. I was with my friend Harvey McKay who lives here. I love Harvey. Yeah, he's a character and Harvey's 81 years old and he wrote a book that's been a massive bestseller called Swim with the Sharks without being eaten alive years ago. And it's a good title, it's a great marketing title, it's catchy. And we were having a conversation about what does it really boil down to? If you could summarize the book, it really is about prepare to win. That's pretty much the whole premise of it. I prepare to have this event win. I prepare to have it be a success for myself, for the people attending. That's why we put a lot of preparatory work in selecting the right people to not only attend Having the right content, having it shared in a particular way, having the conversations happen in a certain way. I mean there is a lot of thought put into this. So it creates impact. So that requires an individual that really is not a drive by seminar junkie, not someone that could just cut a check and put very little time into it. It requires filtering through the very best to come up with even the very best out of the very best. Because every person that has submitted a 10 minute talk request and a 10 minute talk process has put many hours into just seeing if they can get selected. No one's being paid. So these are all people that actually want to be there and the vast majority of them, not 90% of everyone there is actually paying, that is even a speaker. So we are talking an already self selected amazing group. So people that have a genuine interest in building and growing their business, that are achievement entrepreneurs, not lifestyle entrepreneurs. We have people that really like and appreciate ideas and want to talk about them and are willing to share filled with givers, not takers. People that really appreciate and respect the most important area of business from my perspective, which is the sales and marketing because that is what makes everything happen. People that have already had a level of financial achievement of at least a million dollars or more in the very beginning. Jay, I actually had a criteria where if you didn't make a net income of a million dollars or more, I didn't want you applying for the group. And what I realized is there's a lot of people that they don't pay themselves a million dollars like it turns out of a check, although they could be running a $100 million a year company. But every, everyone there is financially successful and is a powerful person and an industry transformer and has several years of business success. We just recently had a 20 year old join who's running a multimillion dollar business which is very unique. We even had Richard Viggory just submitted a 10 minute talk and Richard Viggory is one of the greatest marketing minds. He's a 81 years old. So now I have to see if we're going to have Richard Viggory give a talk. So he's one of the 50 that we're going to select. But that just gives a perspective of the age range of people. And we have people from different countries as far as Malaysia, Bali, Japan. So those are people that it's who it's for who would hate it and who would not be a good fit are certainly people that are uncoachable. I mean you have to Be coachable in order to come to a program like this. People that are know it alls, that are, you know, stuffy, have a negative mindset, bad programming. People that are looking for gimmicks who are more into transaction marketing versus relationship marketing. Because the whole premise of what we teach, which of course you're an expert at, is lifetime value and building a long sustainable relationship with people. Somebody who's not willing to tell the truth, as weird as that sounds, my friend Dan Sullivan says all progress starts by telling the truth. And we start the day out an exercise to identify where people are at, where they want to go. And then we use the two days to help them get to where they want to go. So it becomes a personalized success program for their business and for their life. And that requires them to have to tell the truth and it requires them to have to be able to talk about it. And I'm not talking about sharing your deepest darkest secrets. I mean it's not a 12 step group. It's a business gathering first and foremost. And at the same time there's a difference between secrecy and privacy. And so people, it's a very safe environment for people to share what's working and why they're excited about it because people there are going to cheer them on. And it's also a place where you can share stuff. And people that are not willing to do that, they would not fit in there. People that just simply want to just sit and learn and not contribute anything and then get in groups and share what's the best practices working with for them. Those wouldn't fit. There's a value system of the five ways that you get paid for something. And I use this criteria all the time. Dan Sullivan taught it to me. The first way you get paid is reward. People pay you money. The second way is they appreciate you. The third way you get paid is they refer you. The fourth way is they utilize you. And the fifth way is it enhances you. And so people whose only criteria is money, they're not going to. There's a tremendous psychological paycheck when people utilize what your company offers. They appreciate you, they refer you and they enhance you. My number one on the list is enhance me. I've built this whole business genius network. This event, although I'm running it, although it is a business, although I make money from it, I walk out of there in two days, incredibly, with more direction, confidence, capability and clarity. That's what we're selling. People. People will walk there and they will walk out of there. In two days with more confidence, more direct, more capability, more clarity and where they want to go with plenty of capabilities and know how and relationships in order to make that happen. People that are looking to just gain access to a group for promotional purposes, you know, they just want to network.

For their own self servingness. Please don't even. You're saying shame, shame, shame on you. You're in the wrong environment with the wrong people and you will be castigated and you'll be relegated to a bad karma place. So don't come.

Exactly. I could have not said it better. Let me point something out too. Anyone that obviously knows you, listens to you. This is for some reason the first time they've ever heard Jabrahav talk. You have an incredible use of language. You're a fantastic communicator and that is a capability that I just don't have. But by bringing you into the mix, by even having it, just some of it rubs off. See the great thing is there's no perfect situation. Most successful entrepreneurs, there's probably anywhere from 5 to 20% of what they do is just pure magic. I mean no one else, I mean I'm never going to talk like you.

Don'T know.

Well no, but here's the thing. But there's a lot that I can and there's a lot that can be taught. And so more is caught than taught at this sort of event too. When you're hanging around. Yeah, I mean when you're hanging around these people you're just going to pick certain things up. I mean you don't need to be like them. It's your own personalized design program. But if you're really genuinely showing up, as cliche as it sounds, life gives to the giver and takes from the taker. There are people that have a lot of money that have really been abusive in some situations and have really sold crappy stuff and some are sociopaths. But there's a lot of people that have had a lot of financial success. But there's a difference between people that really are kind of enjoying their life and their business and those that are not of gauge the value of most relationships just by looking at people and seeing how much they laugh together. I mean I can, you know, be.

That's a great barometer or a great denominator. And I think I was just going to say because I want to, I'm going to have to conclude and it's shameful because we could talk for hours more. I don't think it would be a disservice to anyone and I would enjoy it. But there is a visible, there's an aura, and there's an electric dynamic in the rooms, meaning in the room when the literal event is going on, in the halls, when the breaks are going on, in the dining areas, when the. I was thinking about the definition of not conference, but there's a Latin definition of a symposium. It's like drinking out. And I can't remember the exact. But it's really cool, you're drinking up this. There's a thirst, if you don't have a thirst for a lot more, some of which you can't even express and communicate, but you feel in your heart and your soul and your mind and more than your pocketbook. But it will all integrate this driving lust for so much more in a much higher plane, intellectually, consistently, conceptually, strategically and just in a connectivity that is very unmatched. I think that you'd be hard pressed to experience anything similar. And again, I wouldn't be saying this if I wasn't visibly impacted. So let's conclude by saying that if you can't afford it, you shouldn't even consider it because that's a self exclusion. Number two, I want to repeat, we're trying really hard, but not really, to sell people on the event for purposes of just coming and participating in a static thing. We're trying to sell them on how much more is possible for themselves, their business, their lives that they couldn't possibly even understand until they're exposed to the breadth and spectrum of perspective. And I'm still struggling with this idea of talks. I'm thinking about 10 minute transformations and I don't like that. But I'm going to give you better a descriptor that more adequately conveys the dynamic that occurs in that very compressed time the next time we talk. But how does the right person who is attitudinally and achievementally qualified, how does he or she find out more and apply? And if presumably qualified, how do they start the process? Because time is ticking and we want to make sure the right people don't miss this experience and encounter all that awaits them. What do they do?

I'm going to give a phone number and a website. Actually, I'll give a couple of websites and I'll explain why. I'm going to do that in a moment. But they can call our Main office at 480-858-0008 and they can ask for my personal executive assistant, Eunice Miller, and say that they heard this conversation with me and you, Jay. And they are interested in applying for the event. So that's one way to do it. By phone 480-858-0008. Now, the main website for Genius Network is Simply the name geniusnetwork.com and that will link, of course, to what Genius Network is, to the annual event, to this one, and to upcoming future ones. And for this particular event, we set up a very clever website, expensivebutworthit.com www. And when you go there, you can see the details. You can actually apply. And then there will need to be an initial conversation with my team before you're accepted. But if you're a right fit and we're a right fit for you, that's what we're looking for. And it's really about your bigger future. If you have a bigger future, you got to think about what's going to give you the highest possibility and chances of reaching that and making that a reality. And this is really about your life, the investment that someone makes in this. Dan Sullivan, he shot a video for me. He's like, what sort of person wouldn't invest this level of money in their own bigger future? It's an interesting thing. He's like, yeah, Joe's going to make the money and everything. But it's not about paying Joe the money. It's about your business, it's about your life. It's about your bigger future. Here's the thing that my friend Jarrah says, for those that get it, no explanation is needed. For those that don't know, explanation will do. So if it resonates with them, they know who they are and they can either call us or they can visit geniusnetwork.com and take it from there.

I've enjoyed it, and I hope to some degree, I think it's very important when there are, and I don't like the word opportunity, but when there are chances in one's life to really shift the course of not just fate and destiny, but if your world. I like this concept of worldview. It means how you look at everything. Your relationship with your business, your market, your purpose, your people, your passion, your possibility, or your family, your future, your past. And it's an indescribable but an enormously powerful process. And I hope that the right people get what you're offering. And I hope that I didn't overwhelm too much and intervene too often. But thank you, and I look forward to seeing you there. Yeah.

And I just want to reiterate how thankful I am for you, for what you've done in my life and what you've done in the world and you actually taking such a valuable impact interest in seeing the importance of this and literally without any ask or anything on my end, just offering to do this, that speaks volumes of who you actually are. And your endorsement of this and your involvement in it and your participation in this is what allows it to be so awesome even by itself. Someone who has never met you or never learned from you coming to this event. That alone in my perspective is actually worth it. Because Jay Abraham should be a person that's in any high level person's Genius Network because all it's going to be as a multiplier for you. So this whole thing is about multiplying. It's the very best. So thank you so much Jay. I really really appreciate it. Again, it's Eunice Miller and I want to sincerely thank you for listening to.

This interview and I hope you found it very valuable.

If what you just heard totally resonates.

With you and you feel you are.

A right fit for Genius Network, then.

I invite you to please visit www.and.

Fill out the online application.

We'll review your application and make sure.

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Thanks for listening and make it a great day.