Perceptions of Success with Luria Petrucci

12 years of being an author devoted to the small business entrepreneur. I've discovered the biggest challenge, and you know what it is? It's profitability. That's why I wrote Profit first and that's why I'm now hosting a two day workshop here at my offices in Boonton, New Jersey, where I will teach you and my team will teach you how to become permanently profitable. Go to profitfirstlive.com right now to get details. Again, profitfirstlive.com, find the dates that work for you, and I'll see you here at my office. You are about to get started on entrepreneurship elevated. So strap on your brown swimming trunks. We're about to discuss the difference between being famous and then the struggles of. The struggles of authenticity behind that, when actually you're not achieving what people think you're achieving. You're about to discover that and so much more. On today's episode of Entrepreneurship Elevated. Kal, did I recover a little bit?

Yeah.

What was that voice?

Because I was inauthentic. I am Mike Michalowicz. I'm an author on a mission to eradicate entrepreneurial poverty. You know, it's that perception that the fact you wear brown swimming trunks that you're crushing it. Really? You're wearing those because you went to the local, I don't know, Navy. What do they call that? Army Navy Store. Army Navy store. And that's all they had was brown swimming trunks. You know, it's that struggle that's real for so many entrepreneurs, yet the world thinks we are crushing it. That gap that's called entrepreneurial poverty. On this show, we resolve it. Our goal is to make you wealthy. Our goal is to make you healthy. Our goal is to give you time back. Welcome to Entrepreneurship elevated. And I'm joined in the studio by my critical friend, Kelsey Ayers.

Hi, friend. You can find us on Spotify.

Spotafoo.

Spotafoo.

Spotify is awesome. Where else can they find us?

Spotify itunes. Stitcher.

No, not stitch you.

Maybe stitch you. I bet you there's some spit you like. Stitch you and iheartradio or entrepreneurshipelevatedpodcast.com or any podcaster anywhere.

Does your sister Jordan bust your chops when you mess up words?

I feel like my siblings have a million things to make fun of me for.

So why don't we get a T shirt about Spotify? Like catch the next episode of entrepreneurship elevated on Spotify. Jim, what I got for you, Jay Bone. It's going to be J. Fly. What's fly? Bone. It says J. Fly. Bone what? Fly blown. Fly blown.

Please stop.

That's the word. Look that one up. Fly blown. Fl. No, no. Look it up on your computer. J. Fly blown. How you doing?

I'm good. I'm. Now I'm glad you have a list so you can keep track.

Yeah, I'm rotating words now.

Well, you got to cross them off as you use them.

Yeah, I know. It's too much work. So we have a really cool guest coming on. Why are you laughing?

What was that long pause for?

Oh, because I'm trying to read the riddle at the same time.

Oh, yeah, yeah. I'm excited for our guest.

Laria Petrucci is coming on. You may have known her as Kali Lewis back in the geek days when I was doing computer crime investigation and computer networks. Why are you freaking laughing?

Messed up her name, did I? We just went over.

Laria. Luria.

What? You said.

What did you say?

Luria. And it's Luria.

Oh, Lauria. Lauria, I really don't like you at times. Well, when I was back in my gearhead days, she was the source for, like, all these techie gadgets and stuff, and everyone at the office would be watching, discussing the new stuff that she was rolling out, super cool stuff. She achieved, at least in our niche, extreme fame. Everyone knew her pen name was Kelly Lewis. Everyone knew Callie Lewis. I had the privilege of talking with her, interviewing her for a book. And she's like, listen what you see. And the reality is there's often a big disconnect. How do you navigate that? And entrepreneurs face that. People think you're wildly successful when there may be some struggles. How do you navigate that? Do you want to laugh about something new? All right. I do want to thank our core partners. Make the show a reality. Partner. Partners. Partner. Nextiva. You got to get a phone. Jbone. Because the nextiva system is powerful. It's amazing, it's inexpensive, it's affordable. It's. It's pretty good technology. It's pretty good. It's pretty good. Oh, I got a riddle for us. So write this down. Now, here's the game with. Here's the trick with the riddle. I give you the riddle at the end, or later on, I pack it somewhere in the episode. You don't know when it's coming. I'm gonna give you the answer. David's father has three sons. Snap, crackle, and what's the name of the third one? Think about it. Think about it. It's a riddle. It's a riddle.

And it's not obvious.

Maybe it is. I don't know. Sometimes. Listen, the last two riddles, you were dying. I'm trying to get you the easiest riddle I can find.

Well, that's what I'm trying to clarify. Is it. Are you tricking me or is it.

What's a riddle? I don't know. Okay. Do I have any listener shout outs? Kels?

Yeah.

Okay. You don't have to write. Are you reading down like a chart over there to figure this one out? Oh, my gosh.

Any. Who's this comes from Brooke Craven. She writes Mike, host of the Entrepreneurship Elevated podcast, highlights all aspects of business success and more. In this can't miss podcast, the host and expert guests offer insightful advice and information that is helpful to anyone that listens to. Thanks, Brooke.

Does Brooke listen on stitch you or whatever?

The word was spot a fu.

Spotify. That was a spot.

There's no stitch you.

Oh, yeah. All right, I think we're ready to go. Right? Okay. I'm losing my notes. Where. Where I actually did lose my notes. Hold on a second. Her former name, her pen name was Callie Lewis. Luria Petrucci is a live video strategist focused on helping you grow your business with professional live videos. For over 11 years, Lauria has created over 4000 videos and over 1 billion views using video and live streaming shows. She's appeared on Name, name any, Jay Schloan, any major network. Just name one.

Abc.

She was on it. Msnbc, fox, NBC, cnn, BBC, including abc. She was on all of them and worked on live video for top brands like AT&T, Samsung, GoDaddy, Panasonic. And she's here to share about the disconnect between. Between the percept, the perception of reality, and the true reality. Lauria, welcome to our show.

I am thrilled to be here.

Welcome.

Sorry about the bastardization of your name in the.

No, that's why I went by Cali Lewis. Because of that. Because of you, Mike.

Because of me. I have the same challenge. I mean.

Yeah. I had to learn how to say your name.

Oh, yeah. And don't. Don't even try. So a lot of people can't say Mike.

So it's really difficult.

So there's already, like, a challenge here. When you change your name, a pen name, there's a perception of how you're. You're different than your origin. Right. I mean, like John Mellencamp was John Cougar to change the way he was perceived.

Yeah.

So when you change your name to simplify it, it's Also a branding positioning, right?

It is, yeah. I went by the name Kelly Lewis because, well, nobody could say my name my entire life. So it was kind of like a, well, maybe I need something a little easier as a public Persona. And then eventually I didn't want that anymore, but who knew, right? But it is something that a lot of people struggle with over time. They eventually want to get back to who they really are.

Okay, that's interesting. So do you feel when you were working under a different pen name, that it was almost an artificial version of you, even though it was physically you?

Yeah, it was interesting because, you know, Kali Lewis became. And it wasn't immediate, but it was over time, it. She became this perfect version of who I am. And so it was Kali Lewis. Like, I was really authentic in the way that I was. Like, I love people and I connect with community. That is my first and foremost priority when I'm doing any kind of content online is the community behind the content. And so I love people. That was always authentic. I am a klutz. You know, I fumble my words. I am a dork.

God forbid.

I know, right? And so, like, those things were, like, I featured bloopers all the time, and people loved those things. I. I showcased my flaws, but at the same time, it was a perfect, perfect devised version of who I am. And so, for example, and I dealt with a lot of controlling relationships that fed into this. And that's an entirely different story. But, you know, I. People didn't want me to have a glass of wine in my hands, for example, because, well, that wouldn't be perfect. Right. Like, there. There could be something negative perceived about having a glass of wine. I'm Italian. I've been drinking since I was three now. Come on.

Right.

So, you know, there were things that were kept hidden that were kept private, that were never allowed to be seen. And so over time, Cali became a box that I could not grow out of. So she was the same person for 10 years. And eventually when I hit 34, I was like, so kind of time to grow up here.

Yeah.

Kind of reminds me of like a TV show, a sitcom or something where the family is so typecast. You actually see with actors, they become type cast, they try to go into other shows. So were you basically typecasting yourself?

Essentially, yeah.

So. But why isn't that a good thing? I mean, you achieved from the outside, extraordinary fame.

Yes. And in reality, there was, I mean, a massive amount of success. Right. So I had sponsors and I traveled the world on other people's Dimes because they just wanted to get in front of my audience. So I got to experience an incredible amount of things. And I was very successful. I had a huge audience who loved me. But at the same time, you know, and like, for example, kind of further down, further into my career, I was with a business partner and the business was bleeding money. And even though I was making $100,000 contracts with my sponsors for a year, right, like 40,000, 60,000, $100,000 contracts, I got none of that money. I saw none of it. I went for two years bringing in no personal money, throwing it all back into the business, just trying to stay afloat because you don't see, like, that's, that's the part that you don't see is what's happening behind the scenes, right? So my, my partner had bought a building, an 8,000 square foot studio, an office building, and we could not afford it. We were not bringing in enough money. And so essentially everything was just month after month, like, where are we going to get this money? Where are we going to get this money? And it sucked.

You.

Even though the world thought I was just crushing it.

And you got to carry that mystique. Oh, yes, you got it.

And so you asked why it's bad. It's bad because, like, you don't. It's a weight. It's a, it's a, it's a burden over time. And so if you're not living authentically and you're not being honest about this stuff, then I feel like, you know, you are going to come crashing down at some point in your Life. Whether it's 10 years later like it was for me, or tomorrow, you know, one way or another, it's going to affect you in some way or another. So whether it's that you're going by a different name and it's become a prison, or you just are trying to create this image about yourself and you're looking at your Ferraris and you're showcasing your Lamborghinis or whatever the case is. We see that all the time in businesses. I hate it. Rant coming if I don't hold myself back.

Oh, let it go. I want to hear it.

It's just, it's. It's freaking ridiculous is what it is. Is that, you know, we as business owners, we look at this world around us. The Instagram, pretty, the Facebook ads, the everything out there that looks like everyone is doing better than us. And we try and achieve the same things when in reality they. They are not succeeding the way that you think they are. And so we have to learn to discern. Right. And we have to learn how to be more authentic in our own brands and not try and live up to somebody else's Lamborghini expectations when chances are they are not living the dream either. Right. And so they're just trying to fuel that image that doesn't actually exist. And now there are people out there who are doing it. Right, obviously. But if we try and build our business and we try and live our life to match that image, we are going to get screwed up. It's not going to work. Right. And so nowadays I actually am very, very open and honest with my audience and my students. And like, if there's something that's not working in our business, one of the benefits of our, of our All Access membership program is like, hey, you guys get to see behind the scenes. I am extremely open about, like, if something's not working, this is what we're going to do to change it. This is why we're doing it. And they love it. Like, they love learning through the process of us learning as well.

When you were going on do appearances, I remember at the CSI and I don't recall if you did an appearance there. Did, did you at csi?

I don't think so.

Okay. But you were doing out all over the place. Yeah, Yeah. I remember seeing you at a couple events. I've never met you, but I saw a couple events. You looked and acted at least what I saw from the distance, just like you were on video. Did you have to carry that Persona on like any time you were interfacing with anybody?

Well, to be fair, I am a happy person. Right. I am a very happy, go lucky kind of like, let's live and enjoy life. And so there are two things. That's one. And so I will enjoy any situation I'm in, even if it's not ideal. That's just my personality. But secondly, because of the control, like I literally lived in controlling relationships my entire life from the time I was a baby to 34. And because of that, I learned to push away any thoughts of hey, this is not right or this isn't working. And so I very easily stepped into that role of pretending. Right. And protecting. I had to protect the people around me at all costs. And so it was very easy to protect the facade, if you will.

Yeah, yeah, yeah.

And so once I got out of that, I was like, I never again am I protecting anyone around me if it's not right. Sorry, that's coming out.

You know, so what was the turning moment for you? When did you awaken to this new realization?

Well, so the business, as I was describing, we were bleeding money. We just bought this building, and literally we actually had members of the community funding the building. So we opened up, like a, what you would see as a Kickstarter now type of project. And so we had that funding from the community. They were very, very involved in it. And as things started to just crack under the pressure and the scenes and behind the scenes, I met somebody, a friend who came into the business, and he literally just asked me, like, well, what do you think? No one had ever asked me those words before. Right? Yeah. Which is so weird for I'm sure some people to hear, but in my world, that had never actually been asked of me, like, what do you really think? Or what do you want in life? What do you want in the business? And I was sick of the facade. I was sick of not being able to be me and fully me. I was 34. It was time to grow up. I'd been the same person for, you know, 10 years, and it was time to grow up. And I'd felt the need to push beyond the bubble, but that never quite was okay. Right. And so I just, as. As he came into my life and we became friends, and I started actually thinking, well, what do I want and what do I need? I started pushing, and because of the control that surrounded me, that wasn't okay. And so the business fell apart because of it. So that basically I was forced to. To leave. And then at that time, when I left, I was like, I don't know what to do here because I don't want to do tech anymore. I was. I was just burned out. And this Cali thing is just overwhelming. Like, I had had people fighting over Cali for years through different partnerships and different business situations. And, like, I. I just was sick of Cali. Like, she's such a burden. And so I. I said, o. Called my agent in la, and I was like, this is what I'm thinking. He was like, you know what? You know, if. If Hollywood stars can do it, then change their name and be okay, you can too. I was like, okay. So he gave me permission. Like, you know, just mental permission. I was like, oh, that's okay. All right. So I changed my name back to my name and lost everything.

Okay, well, so. But I think you knew that was the consequence, the likely consequence. So our listeners are entrepreneurs. I would strongly suspect many of them. I shouldn't say many, some have. Are putting on an air of success or some form of facade because they feel compelled. Like, why, you know, if I wanted to do business with you and I said, hey, Luria, I. I'm struggling, my business sucks. I may actually go out of business tomorrow. Will you do business with me?

Of course.

You'd be like, yeah, are you freaking kidding me?

Right?

Mikala Schmitzel so how do we have our clients trust us or have confidence in us, but also be authentic?

You know, I think it's. Yeah, there's a point of, you know, hey, like, if you aren't making it, you can't tell people you're making it, right? And so there are ways around that one. Like, are you helping other people accomplish something and you're focusing on that story, then that's authentic to me, right? And you don't necessarily have to like, I will, I will never suggest that anybody like just goes out and tells their sob stories like that's, that's, that's a horrible way to success, right? Because success does like or people's perceptions matter, right? So you have to play the game a little bit, I guess. But you don't. Like, I always look at it. If I'm going to tell a story, I'm going to tell a story about myself and my experiences in my business. And if I'm not doing great or whatever, I will say this is what wasn't great. But here's the lesson I learned from it and here's how I changed it around, right? And so maybe it happens a month later or two months later, a year later, but that authenticity in the conversation about what you have learned and where you are is totally okay. And like I said, like for us, the student group, the people who are in our really close knit community, because I spend week after week after week with them in very personal conversations. They get to see the what's not working, right? And so they get to see how I'm adjusting in real time. But I don't necessarily talk about that stuff but publicly just because it's too much, right? It's. It's not about being inauthentic or protecting. It's about. It's too much for people outside of that. It would just confuse them. It does not a really relevant conversation to them. So I just, I think when you are, let's say, let's take the Lamborghini example, right? If that's not really your lifestyle, don't present it as such, right? I could say, hey, you know, I'm a six figure business and I blah Blah, blah, blah, blah. And I do this right. But I. I don't. I don't. That doesn't feel good to me, like, to say that, even though it's true. And so it's just kind of like, how do you. What feels good to you, what feels right to you without the interception of what people are doing and making you feel like it's the only way? Does that make sense?

Oh, yeah. So Margaret Thatcher said, if you have to say a lady, you're not. And we had a.

Right.

We had a guy on two weeks ago, Chris Hogan. Chris Hogan said these. He called them everyday millionaires. He says they don't have a need to show what I found. Luria, and I'm curious if this is true for you, is the people who show the jet in the background and Lamborghini are putting on something that is likely. You know, it's probably a rental jet.

Oh, totally.

And they're like, you know, be like me, which they're basically saying, be a liar is what I'm. I'm hearing. And you said that at some point you will get found out. It will crash. Do you think those people ultimately get found out or they fade away? What happened? Can they carry on that story forever?

I don't think. I don't think they can. I'm sorry, what'd you say?

I say a lot of that's going on YouTube right now.

Yeah.

What do you mean?

So, like, these guys who are doing the marketing, they, like, show, like, a giant mansion in the background, and they're like, look at my cars. Look how much money. Like, come. Come do this. And then they interview them later after they have made money by. By just pushing and pushing and pushing, and they're like, oh, yeah, like, we rented that house.

Lori, wait, what's going on?

Yeah, it's. It's the need to be perceived as successful because we think that people will.

Only.

Do business with us or only subscribe to our channel if they perceive us as. As successful. There's a difference. There's a shift happening right now in terms of people because of. Because of live video. It's interesting. People are really pushing their content creators and their business people that they do business with to be more real and raw. Right. And so there's this shift in perception of what's successful that's. That's starting, and we'll see it grow over time. But people want more real from you. Even if you have lower numbers, as long as they can discover you. Right. As soon as they discover you, it doesn't necessarily matter that you have a million subscribers and as long as they are connecting with you on that human level. And so that is what we need to be focusing on a lot more. Because if it doesn't feel right to me to say, you know, that I'm a six figure business, blah, blah, and look what I can do for you, the way I do that instead is I say, hey, you know, these are some of the studio builds that we've done for, you know, Michael Hyatt and Amy Porterfield and Pat Flynn. Right. But I'm showcasing it in content, I'm wrapping that into content and it speaks for itself. Right. We get business because of that. And I don't have to say a word other than, hey, look at this cool studio that we were a part of, that we built. But you know, there's this cool gadgetry and like all this stuff. Right. And this is possible for you in this way. And so, you know, I think that people respond so much on a deeper level and if you build a community of people who are focused on you as a person, then your success or your outwardly success matters less. And that is a shift that is happening right now.

Yeah. Can our listeners unwind if they've been putting on a facade for potentially the right reason, but as a facade, is there a way for them to safely convert to the authentic self without losing all the momentum they've had?

Totally take Screw the nine to five. Jill and Josh Stanton, wonderful people, hugely successful. But what she did and she started, I kind of started to notice a little bit of this trickle effect. And that's what you would do if you're putting on a facade is that you're going to trickle in information that is more authentic and more real. And so one of the things that she did was she did a live video one day about the fact that she deals with anxiety. So it's not necessarily about her business. Right. Like when you think about the way you trickle in authenticity, it's, it's not necessarily you're going to come out and say, look, I'm living in a facade. Right. But you're going to start talking about real things, real emotions, real situations that you're facing. And personally speaking, I always like to combine that with a lesson learned. That's just the way I work. And that works really well for most people. But yeah, she, she talked about her anxiety and the way it affected her business and the things that she had to do to overcome that. And the response that she got from her audience was Incredible. Just emotional response. And it deepened the relationship with her audience.

What about the blatant lie, though? The person's like, oh, look at my 17 Lamborghinis. Can they come out and say, wow? I said Lamborghini.

You know what? I have a feeling that people would actually respond to that. They'd be like, holy cow. I don't think I can cuss right now, but.

You don't? Yeah.

No, no, no, no. Of course not. Holy cow. You know, this person is being real. This person is being raw. Like, I like this. Will they lose some people? Absolutely. But those people were not the people for them. And those people would be the ones that would break the facade later. Right? So the people that would respond to that gut wrenching honesty would be the people who are going to stick around for years to come. And so you kind of have to be willing to lose some people if you're going to do that. And I think. I think that most people should. I don't think most people will. But the more honest you are, the more results you will see. You will hit a hard spot. Absolutely. There's no way around that because you will have to shift the way you present yourself. You will have to shift the expectations from your audience. But when you start to focus on building an actual community of people who like you for you and the real and honest person you are now, then that will last you for years to come.

Lauria, we got split in just a second. I want to know what the. What the. Well, we're gonna keep you on because we'll play some stupid games that we're gonna have fun with, but what's the future look like for you?

You know, now that I spent the last four years figuring out who I am. Right. Because I didn't know who that was after Cali Lewis. And so the last four years have been really difficult, but now I have finally figured, out, like, what do I want in business and what do I want in life? And I've lived learning all of the rules of business and marketing and all the things that you should do and then tearing that apart. So, for example, like webinars, Learned from the Best. Amy Porterfield. Love that woman. But then there were some things that don't fit with me, Right. And so don't fit, personally speaking. And so I shifted the way I do them, added my magic on top, and I convert like 20 to 34% on my webinars consistently. So, looking towards the future, I just want to keep doing that, like, keep creating an authentic business that I constantly check in with myself and say, is this who I want to be? Is this presenting the real, authentic person that I am currently? And when that shifts, I shift.

Lauria Petrucci. Hey, where can people do the videos with your organization to do exactly what we've been talking about?

So I have live streaming pros.com, which is where I teach live video. But we also have a podcast that we are launching called the Create influence podcast. C R E 8 the impact of being uniquely you. And so we're having these deeper conversations there.

Luria, thank you so much. Thank you and rest in peace, Cali Lewis. I mean, unless there's a Cowie Lewis listening, that is pure coincidence. Pure coincidence. All right, all right, cows, here's what we're gonna do. We're going to recap what we learned from Luria. We are going to play a game. We'll get Luria back in for that and we'll do some other stuff. Oh, get the riddle. The riddle.

Yeah.

Where'd I. Where'd I.

An elevation point.

Elevation point. So much going on. And we gotta thank our partner, thank our corporate partners. Yeah, let's do what?

Partner.

Partner. Yeah. Corporate partner.

You said it this time.

Yeah. Nextiva. Let me tell you honestly what they are. They're a voice over IP phone system that allows you to do phone calls at a corporate level, have a corporate system for the price of just a basic, simple phone system. It is the number one source for voice over IP corporate phone systems in the world. It really is.

Yeah.

And I love them.

Me too.

I was trying to think of a joke. I couldn't think of one. Okay. Over my 12 years of being an author devoted to the small business entrepreneur, I've discovered the biggest challenge. And you know what it is? It's profitability. That's why I wrote Profit first and that's why I'm now hosting a two day workshop here at my offices in Boonton, New Jersey, where I will teach you and my team will teach you how to become permanently profitable. Go to profitfirstlive.com right now to get details. Again, profitfirstlive.com find the dates that work for you and I'll see you here at my office. Kelsey, what'd you learn?

I love this. I like how she talked about the authenticity should come in the conversation or should be trickled in, but it has to be relevant. Like, you can't just tell your story and try to get empathy. I think sometimes I see influencers who almost want to create a Persona based on empathy, I guess. You know, and so I love this. It's just. It's. You're still relevant. You're giving them content, but you're letting them know that you're an authentic person behind it and that you struggle just like they do. I think that's really important to distinguish.

Nice, J. Let's see. Thighbone.

I learned that everybody on social media is a liar.

Not everyone.

No, But I think.

Dude, you first. All you're doing are social media.

Listen, I. I do goofy stuff because I know you. Yeah, I know how like. Yeah, you know it's not a lie. No, no, not at all. No, but that sounds like a lie. No, I'm saying I make you look as dumb in real life as you are on social media.

Okay. Give that man a raise immediately.

No. Learn to discern. Everyone's trying to keep up with the Joneses, but maybe the Joneses aren't even keeping up with themselves.

So just.

Oh, nice, you know, Nice.

Jay. I made that curbstone.

It has to feel right for you.

I like that. She said at some point, you're gonna crash. Like, everyone's gonna crash, so stay grounded. Right?

Yeah. And same point, like, check in with. With yourself consistently, because you change as a person and you grow and you learn new things. So it's okay for your, you know, your brand to do the same thing.

Yeah. You can see the difference in Luria versus Callie Lewis. I went. I can't remember. It was about a year ago, and I don't recall how I got her video, but she was, like, at a beach or something, and she just started talking to the camera. And even though it's physically the same person you've seen in hundreds of other videos, there was something noticeably different. There was different energy or something, and it was so compelling. I watched the entire video, and that's actually when I reached out to her. Said, I'd love to interview you for my newest book.

Oh, that's awesome.

Available at Amazon now. So that was really interesting. You can actually see it even it doesn't have to be spoken. There's, like, a different feeling when people are being legit. Okay, Kelsey, what do we got now?

Do you want to do the riddle?

Oh, yeah. Riddle, riddle. Luria, you're in for this one too.

I know the answer to this.

Oh, boy.

The. The riddle was this. David's father has three sons. Snack, snack, snap, crackle. And what's the third son's name?

Pop.

Okay.

David.

Yep.

David.

David. Yeah, because I said Chelsea. David's. Take it.

Well, Because David's father.

David's father. I did too fast with you, Larry.

I'm so confused.

David's father has. Yeah. David's father. So we're talking about. David has three sons.

Triplet name combo that you think.

Yeah. Can we do a redo?

Yeah, yeah, we can do redo. Hey, Brian, don't edit this one out. So Luria, David's father, has three sons. Snap, crackle. And what's the third one?

David.

Yes. Wow. Wow. Good. Okay.

God, I'm smart.

You're good. You're really good. All right, Luria, one more question for you. We have three games we can play. One's called fake or real. These are fake or real products. There's two real one fake news. Identify which one's which. We can play dead or alive. These are. It's morbid. But these are entrepreneurs that are either dead or, you guessed it, alive. And a third one was original names. I'm going to give you three companies with their original names, but one of them is a ruse. Which game do you want to play?

Well, I think since we're talking about authenticity today, we have to go with fake or real.

Yeah, good. That's my favorite token. All right, let's give her a sound effect for that, Kelsey. Nice, Kels. Okay, so let's. Oh, let's do this one. I'm gonna rattle off the products. Each of you, Kelsey, Jay, Schlone, and Luria are gonna make a guess. But let me read through the three products first, and you tell me which one's fake, which one's real. First product's called glat, and you can't Google this, by the way.

Darn it.

First one's called grass flip flops, and here's the description. And Laurie, just so you know, all these descriptions are written by me, so it has all my voice, so to speak. But two of them are legitimate products, and I give them their true attributes. So grass flip flops. There's nothing like walking barefoot on fresh grass. You know that, Kelsey. That is, until you step on a dog turd. You've done that. Squish between your toes. We all love nature, but let's be honest, nature is cruel. Animal feces, snakes, ticks, and the evilest of all evils, dirt itself. With the grass slides. Flip flops. You slide your foot into our patented real turf lush landscape for the ultimate in comfort experience nature without the disgustingness of nature. No mowing necessary. Okay, next product. Bacon floss. J Bone, I know you use this stuff. Everyone knows that. Everything goes Better with bacon. Why start your morning or get ready for bed with a mint flavor when the ultimate flavor is what you really want? Bacon. 20, 27.3 yards of floss that leaves your mouth bacon fresh. Available in a combo pack with our bacon lip balm. Bacon breath never felt so good. Okay. Ironically, I know you use it because every morning, Jay Sloan, you walk in, it's bacon breath. And the last product is the Goldfish walker. You can walk your dog, you can walk your cat, you can even walk your rabbit and pig. But until now, you could never walk your favorite pet of all, your goldfish. Designed after the most sturdy baby walker, the Goldfish walker holds a 15 gallon tank with 360 degree panoramic views. Get your goldfish out of his trap and let's see the real world. Okay, so Luria, you're up first of those three. Two of those are actual real products.

Uh huh. I know the bacon flosses because I've had some.

Oh my gosh. Okay, okay.

I used it, but it has been sent to me by viewers. The Goldfish Walker is just crazy enough to be real. I thought the grass. I thought grass flip flops I've heard of before, but I'm gonna go with that one because the Goldfish Walker just has to be true.

Okay, thank you. So, Kelsey, you're up now. Now listen, Luria could be a. It could be a rogue kind of technique. She could try and trick you here. I could have hired her.

I'm really smart.

Yeah. And I told. Exactly. You heard her on the riddle, right? And I told her, I said when. When I see bacon floss, say you've used this stuff off. So Kelsey, I could have said that to her. What do you think it is? Kelsey?

I'm gonna go with the Goldfish walker.

Why is that?

Because I feel like I've seen a version of the grass flip flops before.

You've seen a version? Yeah.

I don't know if it's real turf, but it's.

Yeah, it does say they're patented real turf. Lush landscape.

So it doesn't mean what they say means nothing.

It says no mowing. All right, and Jay, let's see. We got Jay. Disown.

I was gonna say originally that the bacon was real and the flip flops were real. So I'm gonna stick with that and say that the goldfish is fake.

Goldfish is fake? Yeah. So you are with Kelsey. You said the goldfish is fake?

Yeah.

And Luria says the grass flip flops. I have to say there's two people that were right with the Goldfish Walker. Yeah. Not your day. God.

Something that somebody would actually make though, you know, because it's just crazy enough.

I know.

I like the 360 degree panoramic.

That was my Gloria, though.

Every time we do this, I never know which one it is. Mike is really good at coming.

I'm good at this.

Crazy. I think I'm all really good. Yeah.

Thank you very much.

I'm like four for four on these.

I feel like no. Jayson, you are on fire.

Somebody's keeping count.

Yeah.

Yes. I got something to look for.

No, no, it's true. I've been writing it down.

His videos and be like 404 on fake product.

Yeah.

Have you ever seen that? Yeah. So let me tell you, the grass flip flops is real. You can't mow it, but it is a patented technology that looks like real turf. Check it out. It's on Amazon. Bacon floss. So freaking real. And Goldfish Walker was a product that failed. So it was never real. They never launched.

It was a concert.

Yeah.

Somebody did chew it, make it.

They tried to make it, but it was never launched, so it never made. So you get a half credit.

Okay, good. At least I walk away with something.

Exactly. Exactly. Come on, man. Okay. Oh, Obama's not happy. All right, Kelsey, do we have anything else?

Elevation point.

Oh, geez. There's so much stuff. I got so many notes.

Listener mail.

Oh, my God. Give me the listener mail first.

Surely this comes from Sarmad Al Dulemi. He writes or she writes. Regarding clockwork. I will be starting as a dentist my dental practice in September 2019. However, I'm wondering how I will implement the seven steps into a service based business such as a dental practice. My biggest concern is that I will not be able to find another dentist running the business wholeheartedly like I do.

Like I will.

Like you will.

So first of all, how many dentists do we have running profit first? We definitely have some.

Yeah.

Because we have a profit first professional who only does dentists.

Dentists.

Yeah. So first of all, they exist.

And this is for clockwork, though. Rewind.

I was so stuck on your name. Pronunciation. Oh. So rewind. So we have at least one dentist running clockwork because Adrian taught her dentist how to do this.

This awesome.

So clockwork works in any type of business. What I did was I deconstructed what the essence of business efficiency was to get to the heart of it. And the essence is this concept called the qbr. The QBR is the queen bee role. It's the core function that you hinge your business success on. If you elevate that, all the remaining six steps come into alignment. So, Sarmad, what I would ask you is, what is the core deliverable of your dentistry? Now, here's the thing. Callous. It doesn't have to be the same as every other dentist. So some dentists could say, we promise, like, the. I don't know, the most thorough checkups, like, which sounds like that makes good sense. But another dentist could say that we are the most communicative. Like, we keep you posted on the new technologies or something like that. You still have to do a good job at everything else. You can't say, well, we're not going to take care of anyone's teeth, but you can improve or hit home runs in a different category than what's expected. So pick what you want to hit home runs on, slam it out of the park on that, and then be in the ballpark with everything else. That's your qbr, the one you hit out of the park, and everything else will come into alignment. Is that acceptable for you guys, or did I just confuse everything?

Well, what about, I guess, empowering somebody else to take on the business? Like he would. I feel like that's his.

You mean answer his actual question? I gotta read the question. I got so excited. What does it say? It says, I will start. My friends. How are. I'm wondering how implement seven steps, such as dental practice. My biggest concern is that I will not be able to find another dentist running the whole business. What do you mean? Like, to find another partner?

Yeah, like, I think he's. His issue is he doesn't want to entrust somebody else to run it the way that he does. Like, he doesn't feel like somebody else will do it justice.

Oh, so he's a trust issue? Yeah. Yeah. So, dude, you know what? We should cut out the rest of the show. We should. Here's what you do. If you want trust, you have to give trust. You like working here, right?

Yeah.

Why do you like working here?

Because you trust me so much? No, because I honestly feel so empowered, and I feel like I have autonomy.

Because you do. Right. So I trust you emphatically. You know that. I think. I hope you are empowered, but I think for you to feel that way, it is the responsibility of the owner or the leadership to give what I hope you get in return. I hope you trust me as much as I trust you. I actually expect it because I trust you emphatically. Right. And so what you put out comes back. So if you are fearful that you're going to hire someone, they're not going to work out, you are emoting a negative energy and you're going to get that back. It's a form of reciprocity.

Yeah.

Was that a better answer?

Yeah, that was perfect.

All right, Brian, cut out the rest of the show, including just everything. Just leave that one part. Okay. Oh, do I have an elevation point now? Do you? It's almost too much stuff. I think we're ditch one of these things going forward. It's too much. I think I can ditch the elevation point.

Okay.

Yeah, let's ditch it right now because I can't remember. I can't remember my own handwriting. But, Kelsey, you can take us out.

Please don't forget to subscribe and keep listening to us and review wherever you're listening.

God, I wish I could read my handwriting. I write these things down when we're talking.

Yeah.

And I write them down so quickly. I can't read a thing I wrote.

I can't read your handwriting.

It's awful.

I thought mine was.

It's. Mine's awful. It's awful. And the thing is, like, some people listen to saying, I just want the elevation point. And now.

Well, you know what we're gonna do?

We're gonna do a separate segment with just your elevation points.

Oh, thank you.

We'll do them in between episodes.

Oh, thank God. Oh, if you want tips, though, immediately just go to mike motorbike.com or mike mccallowitz.com but mikemotorbike.com it's all there right now. See you guys.

Bye.

SA.