The 7 MONEY Habits To Help You Prepare For A RECESSION | Lewis Howes

So I value the relationship. I ask them, what do you need from me? How can I bring things to you? You never know the potential of a contact. You have to know every contact could take you to some place that...

I'm curious, what are the three things that poor people do that rich people don't do? Or you can reverse it.

Yeah.

The three things rich people do that poor people don't do.

Well, I can tell you they have the intuition of how they Judge people because everything is about the whole intuition part. You're sitting there who you choose to befriend, who you choose to have relationships with, and how you water those relationships. Because if you want to have a relationship together and it's just take, take, take, nothing's going to happen. I remember I'm a 24-year-old kid. I don't know nothing about business. I've done some stuff in sales, but I really don't know nothing about business. I'm a 22-year-old kid. I go and I take this guy, I go to a job interview at the advertising group. Shout out to Jamie Hepp. And I watched this guy. He interviews me. I'm at that time working at Morgan Stanley, Sandy Dean-Woodruff, but I'm trying to see what else I want to do. So I got started the day before 9/11, but I'm still interviewing. I sit with him in the interview and the way he interviewed me, I sat there and I said, I will never work for this company because it's just not what I want to do. because they were selling Xerox machines and business to business. I said, but I want to have a relationship with you. I said, do you mind if I get your business card? He said, yeah, sure. I said, okay, great. So he gives me his business card. A year and a half later, I get a job. I'm doing good at this point. I'm making some income, 23 years old. I call him up and I said, Jamie, you don't remember me, but I want to take you out to lunch and I want to pick your brain if you don't mind. I told you a year and a half ago, that I wanted to do this with you. He said, Yes. He says, Great, let's do it. So we go to Macaroni Grill, somewhere in Culver City, right around here, like Victory Overland, somewhere around that area. So we go there. He brings this drop-dead gorgeous girl that works for him. I think her name is Natalia or Natasha or something with Anne, right? And she's beautiful, short skirt, perfect legs, flawless, beautiful face. She's sitting right there and I know what he's trying to do. He's trying to woo me to go be one of his sales guys. And I said, Look, with all due respect, you're beautiful, but I have no interest in you. My interest is in you. Is it fair if we just talk business for an hour? He says, Yes. So I went. Now at this point, he's making a million. I'm making 50 grand a year. I'm a nobody. Okay? We have lunch again. I'm taking notes, taking notes, taking notes. I offer to pay. He doesn't let me pay. He pays. He says, I got it. No problem. When I leave, I sent him a book. We had this meeting that we did every three to six months together at this restaurant, an Argentine restaurant called Bamboo, which they had this beautiful soup. Every time we would have dinner with him or we'd go to lunch, I would always send him a book. 10 years later, he says, Every time I meet with Patrick, a book is on its way. Okay? So I valued the relationship. I asked him, what do you need from me? How can I bring things to you? Years later he gives me one referral. That one referral he gave me helped me open up Florida. If he doesn't give me that referral, that Florida office wouldn't have been opened up, right? One contact opens up a whole state, okay? So another relationship I can tell you about is I was going to churches and I said, Let me see what's going to happen with these churches. And I'm going to churches and I'm going to these different places. I'm studying Scientology, I'm studying LDS, I'm studying Jehovah Judaism, I'm studying everything. At this point of the game, I was obsessed with religion. So all I want to do is study, study, study everything about religion, right? And I'm 24-25. I eventually find this church called Shepherd of the Hills, which is ran by a guy named Dudley Rutherford. And I go to this place and I'm an atheist. So it's not like I'm going in there. I'm just trying to see what's going on over here. I'm just trying to learn. I'm not trying to do it. I go to this place and I'm like, okay, I like this guy's style. You typically go to church. If you don't do this, you don't know hell, man. I'm like, Dude, I don't need to know I'm going to hell. I know I'm going to hell. I just want to know I was shot in heaven, you know what I'm saying? So this guy's energy-wise, you have a shot at heaven, right? I'm like, okay, cool. I'm going to try out. I feel a little better, right? I know the scrubs are going to hate me for this. Let me see, maybe I got a shot over here. So I go there, and I'm sitting in the back. I watch him once, twice, three times, four times. I'm like, wow, I like this guy. So then I sent him an email, a little bit of an arrogant email, but I'll tell you what the email was. I sent him an email and I said, Listen, my name is Patrick Bet-David. You don't know who I am, but I'm going to be somebody in the world. And I know you are somebody in the world, but I promise you, if you give me your time, I will always bring value to you. It will not be a waste of your time. I'm not doing anything at that time at 25. I got a small little office operation, nothing crazy. We go have lunch together at Black Angus, Black Angus off Canoga or Topanga. We go to Black Angus, we sit down, we talk. After the meeting is over with, I say, what can I do for you? Nothing there. We go out again. What can I do for you? Nothing there. What can I do for you? Nothing there. Eventually he says something happened when my son had Moore Park basketball. And I made a phone call to the coach and I spoke to the guy anonymously because I didn't like the way this whole situation was handled. He probably doesn't even know the story. I know the people may know, but he may not even know the story. So I make the phone call. We get closer. He marries my wife. We change our wedding to Friday. It was set up on Saturday to Friday so he can wed us. Anyways, in 2008, 2009, 2008, he introduces me to Tom Ellsworth. You know how I talked about Tom earlier? He introduced me to Tom. Okay? And Tom comes. Okay? In 2009, he introduced me to Matt Sappala, Matt Sappala and Sheena. I got introduced to 09. They just got promoted this last week at West Palm Beach to the Chief Distribution Officer, PHP. He is now the CDO, okay? We've paid him in the first six months of the year over a million dollars. They're doing very good at what they do in the business here. But if I don't have that contact and I water him what his needs are, not what I can take, if I give the needs you, I don't have those contacts. So I think too many times when you build a relationship with somebody, it's immediately, what can I do? What can I give from it?

Yeah, and I remember how you were.

The first time we met. When we were done, you and I went to Earth Cafe with Jen, and I think we even went and looked at some furniture, and there was like a Google shop that we went there. I don't know if you remember that. I walked around. Right across from Earth Cafe. And you said, Pat, how can I help you? What do you need from me?

What can I do for you? It was on the corner.

Exactly. Exactly. So we walked around. She said, I really like this Lewis guy. I don't like this approach, how he is. That's the dynamic that you don't see behind closed doors. People may see School of Greatness, people may see the books, but behind closed doors, the context is about what can I do for you? So you ask three things. I'd say the biggest one is figure out ways to strengthen relationships and take them deeper because you never know. Just like everybody thinks you're one sale away or one opportunity away, you're one contact away from your life changing. If you start valuing your contact like a book of business, Everything changes.

It's true. What I heard you say there was intuition, study, and relationships.

Sure.

Yeah.

That covers those kind of three things. And I think when you think about people that aren't making the money that they want and don't have a rich life, whether that be quality of life, they probably aren't discerning their decisions and being intuitive about who they should spend time with. They aren't researching more ideas and expanding their mind, and they aren't giving in those relationships.

I would agree with that.

Yeah, I would agree with that.

And I think sometimes it's also not knowing what something could lead into. You know, a guy one time came into Morgan Stanley Dean Witter and a Harley Davidson bike and he had tattoos and he looked rough, very rough. No advisor would take him. He says, I'm looking for an advisor. No advisor would take this guy. Yeah, I need an advisor. And like, oh, there's a bank downstairs. Financial advisor. Financial advisor. Rob Morgan, Stanley Dean Witter, Glendale. No one wants to take this guy. This guy's got no money. Yeah, so the guy comes in. comes out, he sees, he says, I'll just give him to somebody else. I'm good. The guy in the corner office that has a couple hundred million under management, he leaves. Then the new guy takes him. Then the guy comes, I have $50 million to invest. He got an inheritance. That one account was $50 million.

Changed his life.

Changed his life. And he put the $50 under the rookie broker, got a $50 million money under management. You're getting one or two points on that. Life changing.

For life.

For life. Every year. Every year, generational wealth. We're not talking about like a small thing here. So, you can't just sit potential of a contact. You have to know every contact could take you to some place that you don't know. It's like a movie. You don't know the next scene.

You don't know big. One of the things I love about you, Patrick, is you remind me of my dad so much and my childhood. My dad, I think I told you, my dad was a life insurance salesman for 32 years until he got into a brain accident. He got in a car crash and he's still alive today, but he had to stop working. And he also became an entrepreneur. launched the Health Insurance Vertical in conjunction with Northwestern Mutual. And he does everything you do. And my whole business model and just the way that I live is based on what I witnessed him doing. And this is pre-social media, pre-internet.

Wow.

He would just remember names like nobody's business. He was so giving, so thoughtful. And he was always thinking in the long term. He wasn't like, How can I sell you now? But how can I give you now? He would do this every day. He would read the newspaper and he would cut out the newspaper every day and write long letters and put in envelopes and send it out to people that were clients and people that are not clients. If it was someone's kid in sports that, you know, was, Hey, they had their best game ever. Hey, I just wanted to send you this clipping of a newspaper to just people in the community.

That's on a whole different level, though, man.

That's incredible. Handwritten letters and just send it to them and say, Hey, you know, if I can ever help it with anything, let me know.

Yeah.

And it was that kind of old school mentality, but he would always just show up for people, just take meetings to take them, and wasn't always trying to sell, but just trying to serve. And that's really kind of how I built my business early on was when I had nothing at all, I was just like, what can I learn from someone and how can I ask them what they need and then deliver on that need as fast as possible and not ask for anything in return. And I think that's one of the reasons why I've been able to grow is because of the relationship building. Ben, our producer, I met him nine years ago when he was a student at Columbia Journalism School. Getting your master's, right? And he was working on a documentary about Hanball. I was in Hanball at that time in New York City and really liked the way he made the documentary and followed his journey over the last nine years, stayed in touch every year. We needed a head producer to really build our content. and I reached out to him and the timing right, the sequencing was right, and we had the relationship where it made sense, at least for now, maybe he leaves at some point, but it's been great so far in the last four months, and I think you never know where the relationship will go. Even if it didn't work out, it's still worth building relationships.

No question.

Even if we never work together, because you just never know who that person might introduce you to, who might say your name behind closed doors, where it unlocks some opportunity you never know. So, you remind me a lot of my dad.

That's a big compliment, man. I appreciate that. Thank you.

And I think if more people came from that place of how can I just care about people and help them solve their problems, you're going to gain a lot back in return long term. Whether it's with that person or not. And you talk about money a lot in your show. And you have an amazing video about your top, I think it's your top 20 rules on money. I'm curious, since we're going in the rich poor conversation, what would you say are the top 3 to 5 rules on money if you could boil it down to three to five.

It's a game. The number one rule is it's a game. You're playing a game. It's that simple, you know. If you look at it as a game, just like anything, you can get better at it, right? Like, I don't know, whatever game you play. If you play Uno, if you play Monopoly, if you play Clue, if you play Fortnite, if you play anything you play, you know, you're gonna get good. I remember in my time, I was playing Fester's Quest. I played Zelda. I used to play Final Fantasy 1, and I would play Obviously Street Fighter or Mortal Kombat, but it was also, what was the Mario Kart? Is it Super Mario Kart? I said, you know how you would do the three jumps and then bam, it's going fast? And I would beat this time 32 seconds. I was so proud of it, but I played it 50,000 times, right? So the game with money, it's exactly what it is. Once you learn how to play the game with money, then it has to do with timing, then it has to do with different kind of things. Like, you know, a year ago I.

Get a call from a guy who needs cash.

It's okay.

So, he needs an investment.

He has something he has to sell immediately to get cash in return, okay, because he needs the money right away. So it's okay. So, what are you selling? He says it's the two greatest Wayne Gretzky cards. I said, okay.

Signed or unsigned?

No, this is a PSA 10 1979 OPG time.

Signature?

No sign. But it's the Holy Grail. So, the OPG one, sold in 2016 for $453,000. Okay. Wow. And just five years prior to that, it sold for $92,000. So from $92,000 to $451,000 in 2016, and he calls me. And the top sold in 2016 for $205,000. So two cars combined sold in 2016 for $600,000.

He has them both.

He has them both. And he wants to sell it to me. And I said, okay, what do you want to sell it for?

He's like, $600,000.

Yes, of course he wants to. I said, I'm not going to pay you that. I mean, you know, he wants $650,000. I said, I'm not going to pay you that. talked about it, and eventually he gave me a number, right? And it was still a number. I had to still come up with a half a million dollar check to the guy. But we met at the PSA headquarters, classy guy, total gentleman. We sat down, transaction happened. The CEO of PSA came, showed us the poster on the PSA headquarters. I think it's a new port of the card is on the wall. It's the most expensive hockey card in the world, right? Okay, no problem. So, you're a hockey fan? I'm not a hockey fan. I'm an investment guy with hockey. But I've interviewed Wayne Gretzky six years ago. So I like greatness. I like anybody that just goes and crushes it with their game, right? So I buy this card. So I buy the card. I don't think much of it. One card, not two. Two cards, it's both of them. I bought both of them, yeah. Wow. So the other guy who owns the card wouldn't sell his card for a million dollars if you paid it to him. So here's what I do know. Two guys own the card. Me and the other guy, there's only two of us. Okay. You paid a million, he won't sell it to you. So that means there's only one in the market, 'cause it's me, 'cause I'm willing to sell it, right? So it's on eBay, right? If you go on eBay right now, you type in Wayne Gretzky OPG, it's on market right now for a million dollars, right? Wow. One of them is on the market for a million, the other one's on the market for 400,000. So you asked me for rule of money, I had cash. If I don't have cash like that, I can't double my money that quickly. So we just talked about three of them. Money's a game. You need cash because opportunity is going to come up and it's a doubles game. So if I put- A doubles game. It's a doubles game. Everything about money is a doubles game. What's that mean? A doubles game to me is I pay you $1,000, can we double it in six months? No. How long in 12 months? Okay, no problem. I'll do a double in a year. Here's $1,000, I get a double back, right? So, if you take $1,000 and you double it every year, what happens? $1,000 goes into 2, 4, 8, 16, 32, 64, 256, 512 million. $1,000 is nine doubles away from a million. Now, you take a million and see what happens if we double it nine times. 1 million goes into 2 million, 4 million, 8 million, 16 million, 32, 64, 128, 256, 512 billion. A million is 10 doubles away from a billion.

How do you find the doubles?

Well, that's the game. That's the part of the game. That's what I'm trying to tell you. So the doubles now becomes investment opportunities. What you buy into, do you start a company that has a high value, you can really scale it and finding something that can scale, do you invest into things that are going to give you 6%, 8%, 10% or are you going to go play ball and take the risk? That's the game that you're going to start learning. Part of my money is going to be hedge and I'm going to buy some gold because I'm not going to become a billionaire off gold, but I'm buying it because gold is money and something happens to the economy, I'm protected with the gold. But you know what? I'm going to put some of this money in mutual funds because I know long term I'm going to make 8% to 12% on this. I'm fine with that. I might do a real estate deal because long term I may do some money, although right now, commercial real estate may be an interesting dynamic because I think Zoom crushed commercial real estate. The commercial real estate model has been crushed. And by the way, It may never come back the same way ever again. Commercial real estate... 20 years from now or something.

I don't even think, I think it's gone.

Here's what I mean. Look, we have this space, right? Okay, you got this space. Did you get in the last four months?

How long have you got it?

Before COVID Okay, so... Six months before, yeah. But if you get this today, if you get this today, right now, office space in Dallas, office space nationwide, companies are looking at their business models and they're just saying, Why do I need 100,000 square feet of office space? Why do I need it? But if you go out there and you look at the numbers, you're like, okay, I don't know if I'm going to do commercial real estate. But if I find some small, if I team up with an investment bank or if I team up with a guy that's managing money and I go with a VC team and this is a guy that's flipping opportunities fairly quickly and I dump a million dollars with him and within five years he turns a million dollars into five million, That's 5x in 5 years. That may not be a bad idea. So you got to find those. And they're out there, by the way. They're out there. So Ray Dalio plays a game of doubles.

Warren Buffett's a doubles game.

All these guys are doubles game. And no one is investing in businesses. Yes. I'm a business guy. I'm not a real estate guy. There are people that are, by the way, that doesn't mean real estate doesn't work. I mean, it wouldn't make any sense for me to say there's real estate billionaires everywhere. Our president is a real estate billionaire. So for me to knock real estate would have no value to it. But for me, I'm more about, I have an idea. What are you guys doing? Me and Tiffany are thinking about starting a marketing company. Okay, how can this thing scale? Well, let me tell you what we've got. We've got three packages, boom, boom, boom. We're going to be target audience. We're going to be targeting people in this world. Okay, interesting. How much are they going to pay? We foresee us doing $6 million in revenue within 24 months. What have you done to be able to earn this? I'm a Columbia guy. I'm this, I'm this, I'm this. How much money do you need? I need $2 million. I can't give you $2 million. Can I come in for $100,000? I put $100,000. The next thing this thing sells for $200 million, that $100,000 all of a sudden became $2.2 million. That's a victory. So those opportunities are out there. You just gotta focus. And then the last one, I would tell you with the money. So we talked about what? We talked about games.

Money is a game, you need cash. It's a doubles game.

Doubles game? Yeah. And I'll tell you one more would be, you have to be maniacally maniacal about being patient. I mean, you have to be patiently aggressive. You know, patiently aggressive. It's so tough to do.

Because you want your money to double now. Exactly. It might take 10 years.

Yeah, but if you are willing to do the 10 years, it may double 40 times. It may double 30 times. You know, like when Bezos said, Just hang tight. I'm not going to give you dividends. Just trust me on this. Trust me on this, right? And at the beginning, if you've heard the story where he goes and raises $2 million, he gets $50,000 from 40 people. That's what, $2 million? And he gives them 20%.

Wow.

20% of that. Gives them 20% just for $2 million. You know what that 20% is worth today? $200 billion. That's the point. So can you imagine 1994, Amazon gets started. Forget about you put $2 million. Just say you put 50 million. You put 50,000. What is a half a percent of a trillion dollar company right now? A half a percent, you're still a half a billionaire. Your 50,000 is worth $500 million, give or take whatever the numbers were doing right. The point is that is a massive victory. The guy who put $10,000 and he gave it to Berkshire Hathaway in 1974, I don't know if you've heard this story. Warren Buffett is starting, he says, I'll give you $10,000. Never touches the money, goes back to his regular job, makes $100,000 a year. You know how much I tend to.

Have you read this article?

No, tell me. The $10,000 if you go on business inside of you pull it up is worth $780 today. $780 million.

Million.

Wow. Never did anything to it. So that's the part about patiently aggressive.

Yeah.

It's very hard to do. But the doubles get bigger later on, not early on. The doubles are bigger your 15, 20, 25.

That's what Papa talks about. Just like his success, he's lived longer. He's stayed around longer to let the money compound. And that compounded interest is where it's at. What if someone, they have any product, a physical digital product, digital product coaching, a software, and they're watching or listening, what should they be thinking about to making the product that much better? They've put a lot of time and energy launching it, building it, they've got sales, maybe they've had it for a year or two, how do they break it all down and it says, is it 20 different factors? Is it like just do these three things and it's going to improve the quality of product? What should they think about?

It's a really good question. So there's like three different angles I want to take this. So one is like what I talked about in the book, which is like the value equation. So- what is that? So there's four variables in the value equation. The first one is the dream outcome, which is, is the thing that I'm delivering fundamentally valuable? And this is especially for people probably more so who are trying like starting.

Out in their entrepreneurial career. You want to map, draw it out for me too if you want to.

Sure. Well, I'll hold it up for people.

Yeah.

So you've got your dream outcome. So I'll just put dream here.

Right?

You've got dream outcome, which is the first variable. The second variable is the perceived likelihood of achievement. And so the idea is, and I'll give you an example of this, if you have, let's say you wanted to get plastic surgery, whatever, and... Is that.

What you did with your calves?

That's exactly what I did. If you wanted to get plastic surgery and you had the option of two guys who are gonna do the surgery, one guy has done 10,000 surgeries and one guy is fresh out of medical school, this is his first surgery, which guy would you go with? Probably 10,000.

It might even take this guy half.

The time to do the surgery as this guy. And double the price. Right. And it's double the price. Why? Because of the perceived likelihood of achievement. We believe that when we pay this man, we are more likely to achieve what we want, even though the work is the same, probably longer on this side, but our perception of what we are going to get in a real way increases prior to purchase, which is the same reason that if you have like 20 people who told you that this restaurant is amazing, you're willing to pay way more even though you haven't experienced it yet. It's the perceived likelihood of getting the outcome. To rewind on the dream outcome, this is more a commentary that how is it that you have a 50,000, you can solve the same problem, let's say weight loss, because everybody understands that one. If I'm trying to help somebody lose weight, there's $50,000 solutions and there's $5 solutions. There's free solutions, right? $50,000 solutions, you can get liposuction, right? And get a full body lift and whatever. You got it in a day.

Right.

Or you can get an e-book, you know, for five bucks. So the question is, why are these two things, you know, more valuable? And that, again, goes to perceived achievement. But if I went from the weight loss to, let's say, making money, if I had two things, in general, all the things in the making money category will be priced higher because there's a more direct ROI. So that's why between categories, dream outcome as a category can be higher or lower, but then once you're within a category, it's the other three variables. So perceived likelihood of achievement is number one of the other three variables. The next variable is underneath, which is the time delay. So between when I pay and when I get, what's my delay there? So if I were to say, using the weight loss example, if you swipe your credit card, then you look down at your, your stomach and you just have abs, how valuable-- We'll pay a lot for that. Exactly. All we did was just decrease the time delay. And so if let's say in a B2B example, if you had a marketing agency for example, and normally it's like, okay, you guys need to send me all this creative, and we got to get everything spun up, and it's going to take us 45 days to really get everything ramped. We got to build a funnel and have a lot of blah blah blah, right? And then let's do a different example. We're on the same call. The guy says, Cool, we're going to get you going. and you hang up the phone and your phone rings with a prospect. That's pretty big. Even if it's the exact same thing, 45 days from now your phone rings with the prospect, today your phone rings with the prospect, how different is the perception of value? Phenomenally different, which is why the time delay is such a huge piece, which is why time to value, referencing earlier, is such a huge part of increasing the perceived value of the product. And so that's the time delay. That's the third.

Yeah.

And then the fourth one, is effort and sacrifice. And so effort and sacrifice are two sides of the same coin. So effort, as I define it, are things that you must begin doing that you do not want to do, that you did not have to do prior to the purchase.

Give me an example.

If I have to wake up early to go to the gym, that would be effort. That is something that I now have to do. Sacrifice, sacrifice. And so sacrifice I use as the equal opposite, which is what do I have to stop doing that I want to do that I would continue to doing continue doing if I didn't have.

To stop eating milkshakes at midnight.

I have to stop eating milkshakes at midnight. Yes. And even in the B2B example with the marketing agency, well now what do I have to do?

I have to start making this content.

I have to start hopping on meetings every week. We have to start looking over these metrics. Like, the hire new people. I gotta what?

Yeah. Right.

And so oftentimes, especially like businesses, they think that their price is the most expensive thing that they have in the cost and it's not. So think about this. If you've ever asked someone, Hey, I'll give you my service for free. And they said, no. It's because there are other costs that you're not taking into consideration, which also means a lot of times your price has far more wiggle room in it than you think it does. And if you can decrease a much bigger hidden cost by asking for more money and you can solve a hidden cost, you can make more money and improve their experience at the same time. And that's when you just make oodles and oodles of money.

When does someone know... So this is a good to great concept, right? What we should be focusing on is kind of this main analogy and factor. When does someone understand a lot of people talk about their worth? Like, I'm worth this. I deserve this. Whether they're an employee or they're an entrepreneur and they want to price something.

Yeah.

When should they be thinking about their worth and increasing their rates, whether as an employee or as an entrepreneur? How do they know? Because you're only worth what people are willing to pay. So how do you get people to pay what you believe you're worth.

So I think there's three variables that come into like how much you can charge, right? The first one is value or perceived value. From the prospect.

Perceived value, yeah.

So perceived value. The second one is how good you are at negotiating, which would become, which I put that or persuading, you could probably put that as just persuasion in general.

That's a good one.

If it's a job, you might be negotiating. If it's a customer you might be negotiating to, but it's persuasion in general.

That's a whole skill to develop on its own.

100%. And the third one is how unique it is. So that there's no easy alternative. And so if, for example, let's say I provide something that's really valuable, unbelievable at selling, and then another guy is willing to just do all the same stuff for just less.

Right.

Right.

And so it's being de-commoditized, which we talk about in the book too, is that People have to be able to, they cannot, and the goal should be with our services that we have that no one can hold up our service and somebody else's and say, these two are similar enough, I'll pick the cheaper one. And so the goal is how can we differentiate ourselves in enough ways by looking at the value equation and thinking, what are all the things that are making this take longer and how can I remove them? What are all the efforts and sacrifices, even these micro things, these nuances that make things more difficult? And so like the kings of this, if you look at Amazon, Right? Like the biggest companies in the world, I'll reverse. The small companies that are out there, they always focus on the first two things. Let me promise something really big. Let me show you all these testimonials and that's all they do. Just promote these things. It's amazing, listen to Sammy. It's amazing, listen to Tommy. That's all they do. But the biggest companies in the world focus on the bottom side of the equation, which is how can we make things faster and how can we make things more effortless? Like Netflix destroyed Blockbuster. not because they fundamentally changed the product at all. All they did was they made it happen immediately and from the comfort of your home. And so they just dramatically decreased the cost and effort that was associated with watching movies and boom, they blew up. And so, Jason Fladley, who's a friend, he said, one of the easiest business models in the world is just look.

At what everyone else is doing and.

Do it in half the time. Right, like, people are like, what do I do for business? Just look what, if someone could, like you can cut your lawn in whatever months hours. You clean houses, so you can clean houses in less time because it's just.

Less inconvenience when you're there in their house.

Less time and less money or same money? Same money. Or more money. You know, it depends on what are the hidden costs. So like probably with cleaning, what are the hidden, what are all the things that people hate? Scheduling is probably a pain. Hearing the noise is probably a pain. Like silent cleaners. You list this out and we outline that in the book of the process of thinking through this. But what are all the pains and problems that your customers complain to you about. And so the goal is always in the support tickets. So when you talk about obsessing about a customer.