How To Build a Personal Brand That Actually Gets You Clients ft. Dain Walker (91-Min Masterclass)

How do you build a personal brand that actually gets coaching clients? What you're about to see in this video is an actual recording of an in-person mastermind event that I ran where I brought in personal branding expert Dane Walker to do a live Q&A session, and most of the coaches in the room were all beginners. Some were already six figures. So if you're looking to be more well-known in your space and grow your coaching business and get more clients, this video is for for you. Hope you enjoy it.

So we're, uh, about to meet with your masterminds.

Yes.

And they're doing a viewing of our episode of Agency Podcast with Taki Moore and Dan Martell, and they have no idea we're about to walk in.

Yeah, they're going to be Falling off their chair. Ladies and gentlemen, it's Ben and Walker!

What's up, man? Welcome! It took me a moment. I love you, man. Oh dude, I feel like I'm crashing your party.

I'm sorry. It's me and Adam. Each day, like on the weekend, let's start Saturday. Like, Dan, like, you know, I didn't even know you're free on Tuesday, but yeah, like a 10-minute drive.

I was like, oh, this sounds fun.

Yeah, yeah, yeah. Always there to make it happen. So stoked that you could be here.

Pleasure.

Yep, they just saw you on TV, so you're a celebrity now.

No. Hopped out of the TV. No.

And they just, I got some notes too, but maybe we'll go around the room on 3 key takeaways. Sarah?

Cool.

From a really basic fundamental level that we can all implement is just simple frameworks to creatively come up with content ideas every week, right? And to pump that out, I think that was really good too.

Okay, to answer your question, what's your business and how much of it do you want to make the content yourself for the business?

Short form, short form on Facebook and then long form in the group as well.

Like 1-hour sessions or?

Anything from 15 to 1 hour. Yep, okay. Long form and then And then we're starting to put that to YouTube, but it's not really optimized yet.

Okay, and then what's keeping you up at night around content or scalability of how to get attention through to converting people in your community?

Like we're moving, we're moving nicely and we're building connections, we're building relationships and we have raving fans and that's going really well. The thing that's really keeping me up is that I want to be better at, helping clients create content and distill that into replicable frameworks where they can still be themselves and turn up, but be better at getting attention. So it's like, it's not really like a personal, I'm not stuck so much with that in the future.

I wanna be better.

I wanna be better at that for my community, right? So then I can help them be better at that. And so that would, I think the, Probably the thing I want to be better at is short, short form attention getting content, I would say.

For them to deploy on the platform?

Yeah, so that they can be better.

Are they predominantly on Meta or are they predominantly using different platforms?

We're all on Facebook.

They're all on Facebook, all Facebook creators? Great, okay, so then what's the percentage of them that are producing content daily? When it comes to your students? It's a tough question.

Yeah.

No, it's not a tough question.

Not many.

Not many.

Not many, if any.

Yeah.

Okay.

So, yeah, not many, if any, but that's probably the singular largest unlock for them to get what they want.

Yeah.

What volume?

Yeah, I think, I think not volume, but like you teach us, which is, are they being periodic? Is pride getting in the way? Some of you guys, are all familiar with Rich's teaching. I think, yeah, that, that wheel of P's, 7 P's on the wheel, 8. Yeah, those things are just like the— well, you shared on the show when you were out, I guess, on our, on the podcast. I think— let me reframe a question. I mean, about teacher, what are you currently doing to try to get them to make content?

We run challenges in the community, we have trainings, we have frameworks, we have things to make it really simple and really easy for them. I think the thing that I'm just becoming aware of, so we've done pretty well with written content and we have frameworks for them, we have AI in place to help them. And a lot of our clients, I've had clients go viral and I've never been viral. So a lot of them do well once they start posting consistently, but I'm very cognizant of the fact that the algorithms are changing. And we've built a really good business without necessarily getting virality, right? Level attention. But I'm seeing that things that used to work really well on Facebook, with adding friends and messaging people, it still works, but it's definitely, it's not the bread and butter. Your friends aren't seeing your content just because they're your friends, which means that we just need to be better. And I'm kind of future pacing that problem of needing to be better better at getting attention, um, and then being able to obviously help clients replicate that. Yeah, as well. So like, they are turning up, they're creating, we give them frameworks. We've always kind of— we've been doing that, and we're doing it okay. We're not doing it bad, we're getting good results and stuff for our clients, but I really just want to be better.

Yeah, okay. Uh, one thing I've noticed is that what used to be bleeding edge is now to be expected, and what Um, what used to be crazy was people filming content about themselves as a personal brand and putting it on the platform. To do that 10 years ago was early, 7 years ago was still early, 5 years ago was where we started to see the masses doing it. Now I think if we look at what's happening in the world, personal branding is changing a little bit. Uh, one thing that I talked to Dan with at length, not on the show, and Taki also um, through many conversations is that if you look at MrBeast and he had the MrBeast Games or something and he had this massive audience, uh, and he had in the crowd he had all different cohorts of people. So they had the celebrities of the day, so your Brad Pitts or whatever. Celebrities will get like a clap, like there's a big crowd, they get a bit of pop. Then the short format content creators came out and they got a bigger pop. But when the cheers started to happen was when the long format content creators came out. So Steven Bartlett and things like that make contributions, like Casey Neistat, Gary Vee, they make lots of long format content. You got a cheer. But you know who got the loudest, most significant praise out of the entire audience base was streamers. So streamers had the highest level of engagement. But if you look at that hockey stick of claps to cheers. What Dan was explaining to me was that it's a level of intimacy and a level of organic accessibility, so that the most bleeding-edge content creators right now are giving you access to their lives. Stephen Bartlett's filming his life as a television show once a week on Behind the Diary. Gary Vaynerchuk's got the DailyVee. A lot of content creators are realizing that if you want to become bleeding edge, you have to find a way to turn your life into some kind of reality show. I know it sounds like a lot of pressure, but I, I would say that if you can get people excited about their own journey, they're more likely to make the content. So if your students right now are, for the masses of your cohort, reluctant to make content consistently It's not because they don't know how to do it. You've probably got the tools, you got everything there ready for them. There's something inside themselves that's getting in the way, and there's only 5 things that will get in the way of your students making content. Number 1 is fear of judgment. What will my friends think? What will my colleagues think? What will my high school friends think? Everyone's going to make fun of me. Everyone's going to think I look dumb and corny and goofball-y and all the rest of it. Number 2 is, is this, is this gonna pay off quickly? I had a student of mine on a call yesterday. She's like, man, my content's just not working. And she's been in my community for like 3 months. And I was like, okay, like, let's have a look at, you know, what's going wrong here. How long have you been posting for? She said 2 weeks. I was like, what? It's been 2 weeks? She's like, yeah, I'm not getting any results, nothing's going viral. I'm like Where's your expectation? She's like, I'm doing everything you said. You said if I do these things, I'll go viral. I'm like, yeah, but if you post every day for like 6 months. So a lot of people, I think their expectancy of reaction for effort is too, too short. And you guys are probably all guilty for this. Who gets down to the last 3 seconds on a microwave and you punch the open button? Like, I don't know, I don't have that, I don't have that last 3 seconds. I'm like, take out the mie goreng, it's good. I'll take my 3 seconds back. So people are just impatient. So number 1 is fear of judgment. Number 2 is like effort to reward and the patience is like too low. And then they become periodic. They're like, oh, screw it this week, I'll come back to it next week. Then they come back next week and they're back at ground 1. Number 3 is they don't compound their energy. So it's not about being consistent, it's about like how do you stack things together? So when I worked with Culture Kings and Simon Beard, um, he had this great phrase that made no sense and I totally love it. And he goes, when it comes to compounding energy in a business, 1 1 11. 2 things are always better than 1 thing. And for Cam and I, it's true because when we compounded our success on Instagram and we built hundreds of thousands of followers on Instagram together, that was like, all right, Dane's good at 1 thing plus the YouTube channel. Everyone's like, this is a totally different ball game. So being successful at 2 things looks significantly better than if you're just good at one thing. Then if you become a best-selling author and then a, you know, a keynote speaker and all these other things, you start to stack them together. You just start to compound the illusion of like grandeur, you know, masterclass level, uh, genius. So when you look at someone like Stephen Bartlett, you're like, that dude's a genius, but really he's just got 700 employees that are hooking him up with the best situations possible. Coming back to the 5 So one, fear of judgment. Two is, um, risk to reward, like, is it worth it? Three is, are they compounding enough energy together? Because if you post for one week, stop posting, then post for a week, then stop posting, you, you'll just never get traction. Um, the best analogy I have for this is when you get on a, like, a Boeing 737— is that what you call it, a 737? 333?

I don't know.

Did you know by the time that plane takes off the runway and gets to altitude, it's depleted about 60% of its fuel? Like, just the next time you're on a plane, by the time you get up to altitude, you're like, all right, we're just leaving the airport and we're going to Dubai— 60% of the fuel gone. So how can you get halfway around the planet on the rest of the 40%? It's because getting to altitude is the hardest thing. So imagine you're on a runway, you're the pilot of the plane, and the windshield's painted black. How are you going to get off the runway? There's only one direction, there's only one direction you can go, which is forwards. But most people are afraid to put their foot on the pedal, and they want to like tap the pedal down the runway, and they just hope that they'll get altitude at some point. But it's never enough speed to get momentum. The biggest challenge I find with our students is they don't compound speed. Like, I don't care about if the quality is good, I care about can you get enough speed, because eventually you'll start to get some air under your wings. You might go, I didn't expect this post I hated to go viral, I got 400,000 views on it. I hear this daily, man, the one piece of content I hated and didn't want to post but I had to post that day went freaking viral, I don't understand why. And it's, it's those moments when they can catch wind to get altitude. Number 4 is, um, people get burnt out because they're making the wrong content. They're trying to make something they think that their audience want versus pursuing something that they personally love. So in the episode today, you would have seen both Dan and Taki were talking about you've got to make content about things that light you up that just so happen to also be commercial at the same time. So a quick exercise you can do on your notepads. You guys all have notepads, you're going to have to use your finger to draw. Draw 3 circles like as a Venn diagram and each overlapping. And then maybe someone could do this live with me. We did this together, I think this is fun. Yeah, and another one underneath it. All right, has everyone got 3 circles? Great, okay. Imagine each of these circles as your worlds of, um, obsessions. So what are things in your life that you're obsessed with that if you're underwater with marbles in your mouth you could still passionately talk about? Your 3 obsessions that light you up, because Dan in the episode talked about if you're gonna make content, make content about something you're actually doing. So when it comes to behavior, reality, and perspective, real quick is you're probably daily doing this with your students, with your clients. You're probably reading books about it and you're applying it to yourself and your students, right or wrong? Okay. And then you're probably enjoying that process. How are you currently capturing that in content format? It's okay if you're not.

Uh, the only, the only way I really capture is teach. So I just Teach it to my clients, but nothing above the line.

Okay, so you do it, uh, exclusively for you, exclusively for your students, but you're not yet going public with it. But does it light you up? Do you get excited? Are you enjoying it?

Like, I'm obsessed. I'll do this on my day off and yeah, yeah, be buried.

And are you traveling around? Like, obviously being here doing this. So I would say with those 3 things, how do you become publicly known for those 3 things? Because I think that's really interesting. Uh, which is, yeah, when it comes to reality, what are like the top 3 things you want to teach about reality?

Um, that it's totally everything that we can change. Like reality is so moldable.

Change, moldable, yeah.

And yeah, it's not mystical at all.

It's not mystical.

Okay, cool.

I like this. I like where you're going.

I'm interested.

Okay, now come back to behavior. 3 things.

Uh, it's all changeable. Yeah, again, yeah, I think that—

so behavior, if I jump in, it might be like thoughts, speech, actions.

Yeah, I mean, I look at language, language patterns, stories, patterns. It's all just pattern recognition. Yeah, so behavior is just a pattern. So what's the behavior that's going to—

yeah, now this is where the three circles get interesting, is when you start colliding them together. So you talking about reality in and of itself is interesting. You talking about behavioral science or psychology, what have you, in and of itself is interesting. When you put the two together, it's like, what's the behavior when you're looking at this as your reality? And then going back and forth, that starts to make your own intellectual property. This is when you get into Brené Brown territory or Rich territory or Dan Ortakhi territory, where they just basically pick their worlds of obsession and then they find interesting ways to bring them together. So Dan Martell took time. How do you master time? He took SaaS. How do you master SaaS? And then automation and systemization. How do you take automation, systemization? And then what happens when you clash these worlds together? You get a Dan Martell. Taki is the opposite. These guys couldn't be more of a polarity, right? So Dan Martell is Mr. Captain Business, uh, and Dan is essentially— sorry, Dan is Mr. Business. Taki's very much a gypsy in many ways. They love each other and they've been friends for 16 years. I don't know if you can tell on the show, but they're trying to, at the first 15 minutes, they're trying to be quite respectful of each other. And then they just both sent it 'cause they're like, okay, this is safe, we can send it. Dan was holding back 'cause he didn't wanna offend Taki. Taki was holding back 'cause he didn't wanna offend Dan. But they're on opposite ends of the spectrum. So Dan wants to build massive business. Taki wants to be rich and travel the world. But they both understand the same principles apply, but they both have their worlds that they obsess over and they collide them together, and then they make content about things that are real. So this is a very long answer to your question, but the fourth thing I think here, which is you guys have to think about what are your three worlds that you obsess over. The last thing, and I think this is the most confronting thing, is that people are afraid to truly change. So there's a book I would encourage everyone to read. It's called, um, No Bad Parts. And the concept is that each human is made up of many different humans. So Simone, I'm sure that there's the version of you with your girlfriends, there's the version of you here, there's a version of you, uh, with your best friend from high school, there's a version of you with your auntie, there's a version you with your mother, your dad. There's different versions of you. And maybe it's a rebellious version, a cheeky version, a fun version, a calm version, a serious version, depending where we put you. They're all parts of you, and there's none of it that's bad. So what happens is, in personal branding, and what I find with our students, is a part of them is showing up, and that person can no longer, or should no longer, be driving the bus. So usually the part of people that's like, I'm afraid, it's like, okay, cool, but where's that courageous risk-taking part of you, and how do we get them to the forefront? They can drive the bus, everyone else is welcome, but they gotta psychologically and metaphorically sit on the bus. So this is an exercise that you can do with your students, is just try to identify— get them to write down the different parts of themselves, like the fun part, the courageous part, the fearless part, the risky part, almost as if they're creating different versions of themselves as different characters. And just ask them which one needs to show up to make content. They'll tell you, this person, The fun, crazy person. Okay, how do we create an environment, an outfit, a scenario where that person can feel comfortable to go on camera and make content? So these 5 things, we just find that like they repeat again and again, and they're usually the biggest blockages, blockages for people. The last thing I'll say in that 3 circles is in the middle, that's your niche. You are your niche, and your obsessions are what make you you. Everything else is theater. So if you want to make a personal brand and go public with it, you're already doing it. But how do we just go public with what you're already great at? Some people don't have the material yet though. Some people won't know what their worlds are yet. But when you're working with your students, what I find is when you figure out what their worlds are, get them to write down what are the things that they could teach. So how could they share facts about that item? So facts about behavior, facts about reality, facts about perspective. The second thing you would do is how do we make it fun? So, uh, how do you make it fun? Well, can you add a real story? So on the show, Taki was talking about, uh, Cam, you might have to remember— remind me of this. I think it's what's your point, like what's the point you want to get across, what's a real story, I think it is, of like a real example of that.

Lesson.

Lesson.

Yeah, point, lesson. What's the third one? Point, story, lesson. Point, story, lesson. Yeah, and it could be a picture or metaphor or something. Yeah, sorry, it's okay. I'm trying to remember it as well. You guys have a great memory.

Yes.

Yeah.

No, but I think, I think Taki's very clever. Like, Dan, uh, Cam and I spent a lot of time with Taki, and I think He looks at everything as like poetry. He's like, can I make a picture with it? Can I make a metaphor with it? Can I make a joke about it? He's always trying to do what we call creating intellectual property. And I think when you figure out what your 3 worlds are and you start combining them together, what you can start to create is an interesting radar. So when you're going through your week and you're with your students, you're like, man, I said that one sentence and it blew everyone's minds. That's a hook. Or a point from my next video to put on social media. Or maybe you can make a 20-minute YouTube video out of that point and attach a personal story to it and then give a lesson. But I think what you guys are doing for your students, I would challenge you guys to think about how can you make it public. But there's fear that's going to come up when we talk about that, so we can get into that next. So sorry for hijacking now, but I think that's the fear I had before.

Yeah, we started really properly working together, that first call, like, oh, put your best out. Like, best stuff for free. You've heard it before.

Yeah, it's terrifying.

But, um, but now that's, that's when I really like, no, it has to happen.

I had this moment as well. So Cam and I spent months planning, uh, our online course, and we're both friends with Caleb Ralston. And Caleb Ralston works with Gary Vaynerchuk, Alex Hormozi, and Leila Hormozi. And we're on a call with him, and we're like, hey man, like, how do we get our content to go more viral? And he said Uh, where's your best content? And Cam and I were like pridefully like, yeah, our courses, our workshops, our masterminds. He's like, okay, cool. Uh, if, if Alex Hormozi were here— and he's like, here's why— is because as a personal brand, your job is to be an attention engine, and then your community are gonna pay you for access to you, right? Because they want to feel like they're in your proximity, they're inside your circle, they get to have access to you, converse with you. And feel a sense of personal customization to what you're doing. Um, what, what I think happens is people get afraid to do that because they're like, oh, they're not going to want to pay me if that happens. But if you get— if you can get a massive audience of people engaging with you, you're going to get more students anyways, and your students will get more students. But I'm telling you, like, all you have to do is basically remix what you're teaching in your one-on-ones or your one-to-manis into like YouTube videos and then chopping them into short format reels. But remix it and deliver it in a different way. Because in a classroom setting, you're educating, you're holding people accountable, you're helping them work through it. On YouTube, you're trying to do the entertaining version of it. It's the same thing, but you're just making it wildly entertaining, and you're using real-world cultural references to do the same thing. But then when they pay you for access, they feel like it's now being personalized for them. But this is the challenge that many people have, um, and when Cam and I started going, all right, we're going to put our best stuff on the internet we started to get viral traction like immediately because either A, you put your best stuff online for free and you get traction, or B, it gets no traction, then you realize that your IP needs work. So both ways it's like, it's always good. I've either got to improve, it's not as good as I thought it was, which puts you under the microscope to make better content anyways. But this, then the next fear is, can I make enough volume? But if you're constantly turning your radar on for these three worlds, you're gonna be like a comedian always looking for jokes. Taki just says you always need to be looking for the next story, the next framework, the next example that you can then spin up into intellectual property.

I love that.

Can I ask a follow-up?

Yes, of course. Yeah, I'll keep the next answers short, but that's interesting.

Yeah, I didn't even know I had a question. I thought I was just sharing a takeaway, and then, and then you gave me all this gold. There's just— it's so, so, so good. So I'm super grateful.

Thank you.

Um, like compounding, you know, like maybe one platform and another, or one thing you're really good at and then another.

Yes.

So do you recommend that people like have at least two platforms or two things that they go really hard at?

If you can sustain it. I think what I've historically tried to do is I try to conquer one and then I try to like really automate it and keep my foot on the pedal long enough that it's like permanently fixed.

What do you consider conquered?

Uh, so I would say when we— okay, I would say, okay, now that our podcast has hit a million subscribers and that we're setting up a team around it, we, we feel like metaphorically, if we look at it from a PR perspective, it's like we made it. Even though we don't feel like that. The day Cam and I hit a million subs, we text each other, we're like, sup dude, uh, hit a mil. He's like, cool. Uh, and we're like, back into Monday, back to work. But optically on the outside, the amount of emails, DMs, phone calls, text messages, attaboys, hugs, high fives, approaches enquiries we got from like that week, Cam, I would say, I don't think we've, I'd say we would have got more engagement in that week personally than we probably did the entire year leading up to it. The way we wrote our book, The 90-Day Brand Plan, and we've got copies for you guys downstairs by the way, uh, is that we, Wiley reached out about the book. Um, Cam said, dude, do you want to read a, write a book? I said, no, we don't have time. He goes, but it's Wiley. I was like, who's Wiley? And he had to educate me. And I was like, okay, they're a massive publisher, maybe we should consider this. We decided, screw it, we're going to write the book. Um, and when we're ideating it, rather than trying to think about what we're going to write about the book, we just went back through our catalog of content of our best-hitting IP and just rolled it up into a book. And then the book in and of itself, uh, is now a permanent bestseller. Like, it's hitting the bestsellers list every couple months or so, and now it's selling better year 2 than it did at the first year. Cam and I are like, okay, we conquered that. Um, so, so what happens is if you're trying to build fame or you're trying to build yourself as a thought leader in the industry, I think there's no better way to build lead magnets like than picking something like that and conquering it. It's your own version of that though. For you, it might be $100K on Instagram or $50K on LinkedIn or whatever those numbers are. But rather than going far and wide, I'd pick one and define what your version of like crushing that is, and then just work on that until you can create a sustainable model that gives you time back to then go to the second or third thing.

I love what Taki spoke about frameworks and I'm trying to figure out how to phrase it the best way. So, I used to run a soccer website from 2001 to 2013, and what we did exactly that. You can call it a column in the paper, like, or in a magazine, so it's the same idea.

Yeah.

And that's how we got to national television because nobody until this day ever done this type of column in— and that was not even in this country. And I have not thought about it as like columns for you or for your own content.

Right.

Like that. Do you have— do you have a framework how to come up with frameworks? Sounds like a strange question, right? But like, yeah, like, that's a good one.

It's like Inception.

Taki would know.

Yeah, yeah, Taki would have a funny answer for that. I think if I'm channeling Taki, I would say, um, yeah, where he talks about brown pants, uh, and clean pants. I, I think, how do you create a framework for frameworks? I had a conversation at length with, um, Dan Martell about this. Dan actually kind of has a bit of something here. He said that the best content creators that he could tell would look at um, other content creators, and they would mimic and model. So if you take Casey Neistat, uh, I can't remember the name of the guy. Cam, you might be able to tell these guys afterwards, but Casey Neistat— you guys know who Casey is?

No, I only know you mentioned him.

So, so, okay, back to frameworks for creating frameworks. So Casey Neistat is arguably probably one of the greatest of all time at YouTube. If you want to get good at YouTube, study Casey. But then if you look at Casey, Casey had a mentor and he basically hijacked a lot of what that guy did and made it his own and then added more to it. MrBeast kind of did the same thing. He looked at viral, um, uh, pieces of content and then he just asked himself, how do I mash it into, into one thing? If there were a framework to creating frameworks, I think the best musicians, to Dan's point, so Dan Martell, when we're talking about MrBeast and Casey Neistat and at more length, is that we got into a topic around, if you think about musicians, what do they do to learn music? They play other people's songs. And then you play other people's songs long enough that you get so comfortable with the instrument, you just start to make your own music. I think frameworks are kind of the same thing. So if I go back in my catalog or my mind of my early day frameworks, I think about, I used to listen to Tony Robbins tapes, Jim Rohn tapes. What is it? Tracy—

Brian Tracy.

Brian Tracy tapes. I used to listen to Zig Ziglar. A lot of my original frameworks can originate to some of the stuff that I learned on those tapes. But over time, as I've applied it myself to business, I've made my own riffs to the same kinds of music. I think how do you make frameworks of frameworks something that resonates with me more than maybe music is comedians. So if you look at the comedian, what is a comedian's job? So Cam and I, we interviewed Mark Norman. Does anyone know who Mark Norman is? Funny guy, very un-PC, very unhinged. Uh, we had to delete pretty much the whole episode. Cam, I think you're gonna have a channel, the undeleted version, man. We did like his first joke— guys, this is awful— his first joke was like the most misogynistic joke I've ever heard in my life, and we just were like, we can't air that. Um, and then we deleted probably 90% of the episode. But we asked him what makes something funny as a comedian. He goes, I don't know, like it's this gay pixie dust thing where you— words fall out of your face and then people like, like sounds come out of their mouth and they convulse. He's like, well, what is that? He goes, I think there's something in their brain of extreme relatability that sets them off and goes, I know exactly what— like, they're like, I get it. So he's like, your ability to get people to go, I get it, at a point that makes them physiologically react, he's like, it's an art form. And he said that most comedians, when they go on stage, they have a metaphorical game that they play, and they all kind of know of this thing. And it's when you go on stage, your, your job as a comedian is there's a brick wall in front of you and your job is just to take another brick out of the wall and reveal more of yourself. He said the greatest comedians of all time study the greats like musicians study songs, and they kind of learn the jokes, they understand the beats and how they work, and then they go on stage and they test their material until things start to click. But most people don't click. I think with content creation it's the same mechanism, but instead of comedy you're trying to get people to go, "That's interesting, say more." But you're already doing that with your students. So it's like you're already comedians, but you're just doing underground clubs. You guys aren't going online. Yeah, so like you're just hitting underground clubs and you're like, "Why aren't we popping off and selling out events? You know, where's my special?" Well, you're gonna have to make yourself more virtually available if you want people to do that. So I think, how do you make, to your question, how do you make frameworks out of frameworks? You've got to look at yourself kind of like a comedian, but instead of a comedian, you're like someone who's in the pursuit of what is interesting that I can give to others that changes their reality and how they feel about themselves.

That's great. I actually had a similar conversation with a client, literally less than 24 hours ago, And we came up with this just on the fly that we are all actors, like, all the time. Yeah, like, we always leave someone with an impression. We always play a character, multiple ones.

Yeah, it's good.

And so, yeah, I really respect—

we're always playing characters for real. And like, we're all many characters. You have a funny side, a serious side, an angry side. With content creation, I think so many people are so stiff and rigid with it. What I find that where people have fun with content is when they learn that, oh, it can be fun. I can be my charismatic weird self. And I would recommend it. I think Gary Vee said this best, and I wish I said it first, but he said, "You are your niche." If you can just get comfortable with the weird, like Rich is weird, like super weird. You watch him on the internet, you're like, "All right." But you see him in person, you're like, "This dude's fucking weird." If you take more of that and put that online, you're gonna get more traction, dude. And we've already talked about this. But I think, yeah, for you guys, it's just you've got to go public. And Dan says it, he's like, there's the day you start and then there's the day you decide to go pro.

That was big.

And I was like, ah, like, that's— I've said that to so many people the last few weeks and they're like, fuck you, Dane. Like, and they know it's true because they're like, yeah, I haven't gone pro yet. They're like, I'm just, I'm just doing a couple small clubs and I'm not, I'm I'm not going to try to get my Netflix special yet. There's a day you go to the club and there's a day you're like, I wanna get a Netflix special, how do I do that? Great questions, these guys are awesome, man.

Great answers.

Yeah.

Yeah, thank you.

Yeah, you're welcome. Simone insights.

I loved it. I think the biggest thing that landed in all of it was just to say what only you can say.

Yes.

Like those, I have some very, very different points of view, especially when it comes to reality and mindset. And I think the one line in there was like, get dangerous.

Yes.

Is actually going out there and speaking the way that I perceive things, which is really unusual, which is why clients come to me. But it's, I've been quite shy about it.

Yeah.

She's doing these reaction reels now.

Okay.

Like, you know how people do reaction reels? Yeah. Her perception of how she describes it in the quantum world, it's so good. Yeah, phenomenal.

I'm scared. I want to know all about it for real. Yeah, so there's, there's, um, uh, 10 things that we've found that, um, can allow your content to get more dangerous if you guys want to know what they are.

Yeah.

All right, all right, cool. So how do you make your content dangerous? That's a really good question, uh, a really good insight, or something really to dive into. So number 1 This is kind of awkward, but I'll just say it, is arousal. Okay, so if you look at the internet, if you're attractive or people are attractive, man, they get clicked on, they get comments, they get dates, right? But arousal is more than just sex appeal for PTs or whatever. It's also things that evoke that same kind of essence. So for you, dude, it might be like watch content. You might get a little excited for some watch content. Some people like cars. Some people like houses, uh, so there's things like caravan porn, car porn, you know, makeup porn. Like, we like these things that there's, there's kind of no more to the content than the fact that it kind of gets us buzzed, right? Uh, so right now I got this weird thing with rock climbing content. I'm like, man, I want to do some freaking rock climbing, dude. I've never rock climbed, but I've watched 300 hours of rock climbing content, and I'm like, this is getting me fucking jacked up, dude. And I'm like, the girls are good Yeah, yeah, yes, there's a bit of that in there. So I think arousal can help with content creation. I'm gonna take it, man, but you know, um, but it's— Magnus is great, I like his content. Um, but yeah, number one's arousal. So how do you inject arousal into your content? It might be sounds, it might be music, it might be, um, lighting, how you dress. How do you add some of that X factor, some sauce into how it looks, how it sounds, and how it feels. Um, so with the podcast, the music on the trailer, the moments of suspense, the goosebumps you get— that's all arousal. Okay, number 2 is, uh, danger. So danger in and of itself. So how do you make content dangerous? Risk, fear. So Doak is crushing this. Every episode he's doing is like, am I going to hell? Like, I think that was his most recent episode. And the guy's like, yeah, you're going to hell unless you do these 3 things. I'm like, oh my god, they're doing content about going to hell now? Like, this is awesome. Uh, it might be AI taking over the world. It might be your industry is going to collapse. It might be 5 ways to lose your entire empire over the next 2 years. Anything that's a sense of dread, right? So if you're driving down a street and you see a very attractive person, it'll get your attention. Or if you see someone rock climbing, it'll get your attention. If you see a watch, it might get your attention. Um, uh, the second thing is if you see a car accident or something dangerous, it'll get your attention. Number 3 is prolific. So things that are perspective-altering. So think Simon Sinek, think about, um, who's Myron Golden, um, Tony Robbins. You'll watch 10 minutes of their content and go, my whole life's cooked. Like, I've got to think about everything I'm doing wrong. So prolific is number 3. Number 4 is, um, uh, inflammatory. So starting a fight, right? Roasting someone, picking on something. I saw a lot of content about Billie Eilish getting roasted for that thing she said on stage. Um, Kanye is always in the headlines. Like, things like Andrew Tate, uh, things like, um, Hillary Clinton, the Clintons right now— anything that's kind of starting a war, left versus right, politics, rich versus poor, this side versus that side, this tribe versus tribe— if you're starting a fight, that's great for content engagement. Um, next is humor. So if you can make your content Humorous. If you're funny, that's a really good thing. Now humor can be silly, self-deprecating, satirical, dark. It could be uplifting, joyous, wholesome, kind of relatable. So if you think about, you know, Kevin Hart versus Joe Rogan versus, um, you know, Theo Von versus— they all have different realms of comedy. Comedy's Deep. Next is nostalgia. Yeah, that's another good one. So nostalgia, so things in the past, flashbacks, old photos. Have you seen like, uh, the, the theme recently where it was like, where were we in 2016? Okay, so nostalgia is a big one. Also, also future predictions. So Gary Vaynerchuk does this all the time. Stephen Bartlett does this on every trailer. They're always trying to predict where the future is going so you can feel prepared and ready. Because people want certainty. And they're always also reflecting on the past of like good, good old times and how do we get back there. Next is bizarre and weird. So MrBeast might open a video and he might say, hey guys, today I'm living in a pyramid for a month. You're like, fuck, I guess that's 20 minutes of my day gone. I'm gonna have to see where this goes. And then the next one's utility. So I'm obsessed with watching dudes make like mud huts in nature at the moment at night for some reason. I'm like, this guy's got like 58 million views. I watched him last night and it's like how to make a survival shelter in a snowstorm. I was like, yeah dude, I'm like, for real, I actually like— my partner's like, here we go again. Uh, so anything that has utility to it, and sometimes utility could be like how to do something, uh, how to set up your AI prompts. Could be utility, um, things like that.

Yeah, there's this guy that just chops wood and cuts grass and he's got like millions.

He's from Australia.

Yeah, it's crazy. It's crazy. I was watching content the other day. Yeah, if he had his shirt off, even more. So have you— yeah, there's the guy who's like shredded and he's just cutting wood and you just see 8,000 women in the comment section just being the opposite of misogynistic. Um, uh, but these, these things, I think when you think about your content, these are like ingredients. How do you put a bit of it in your content. How do you make it a little bit sexy, or how do you make it a little prolific, or how do you make it a little nostalgic or predictive of the future? These are things when you go on Instagram or TikTok today, look at content, you'll see all of these themes typically stacked. It'll open weird, then it'll be a funny moment, then it'll be danger, and it'll be like— they— YouTube content creators are masters of just like ramming these into every 4 seconds of video to keep you hooked from the front to the end.

Hey, I help coaches build their personal brand.

Epic, my people.

So all about futurist human trust in the age of AI.

Yeah, okay.

Yeah, so I'm only a newbie to this world.

Yeah.

But yeah, I built a Facebook group, got 2,000 in a fortnight, and I've had really great content, great views, but my issue is trying to turn it into sales.

So, okay, what, what's been the— what's— what do you think the challenge has been?

Uh, well, I'm probably too nice.

Yeah, yeah, yeah.

Okay, so, so you've been in situations where you could sell and you've maybe backed out or not wanted to apply pressure? Yeah. Is that maybe— okay, how many calls are you getting on and having these conversations with?

Um, Well, I'm only new, but I've done about 20 tiny challenges so far.

Okay, you've done 20 tiny challenges, and then how many people have been in each of those challenges with you?

Just— it's a one-on-one.

It's a tiny challenge. Oh yeah, yeah, so you've done, you've done 20 one-on-one challenges?

Yeah.

Okay, and you've never had more than one person? Uh, and in each of those situations, what led to the one person joining?

Um, well, I find most people, uh, want information because I'm getting great data and people want to know about it. How'd you get your Facebook group so big? And how did you get your views so big? Um, but turning that into them wanting to be a client—

okay, yeah. So Taki showed me a really interesting text on his phone. So Taki Moore from the show is friends with Alex Hormozi. I don't know, did he talk about that on the show, Cam?

No, that was a different episode from Taki, but yeah, Alex went through Taki.

Yeah, so Alex Hormozi learned how to build a personal brand through Taki more. So Taki is very, very connected to this space. Um, he showed me a text message and he texted Alex Hormozi, like, this is, Cam, it was like 6 weeks ago, I think. And, um, he said, hey Alex, um, I've completely sold out of everything I could possibly sell. What do I do now? Taki Moore texts this to Alex Hormozi. Alex Hormozi texts back, stop making content. He's like, if you— he's like, basically, you've— you're in this position because of content. And I think that if Alex Hormozi were here right now, he'd ask you the question, how much content are you producing to create enough scale? Because even though you've got the community, great, but how do you get them from being casual to being core. That's the shift, right? CCN. So you have the new people come in, then you have the casuals that just kind of hang out, and you have the core that are like, we're fucking all in. So those 20 were core people. The 2,000 you said you had in your community?

Um, I have 4,500 in my Facebook group.

In your group?

And a couple of thousand that follow my personal profile.

So maybe 7,000 people? Yeah. What I've found in sales, and I've been in sales for a long time, is that Pressure doesn't mean that you're coming from a place of the opposite of love. This is, this is the tricky thing, right? Like, if you think about what is love, love is to give unconditionally. What is the opposite of that? It's to ask. I think sales is a weird dynamic wherein you're trying to contribute love to someone to help them do the thing they need to do, because that's probably the best way they could self-love. Um, but you feel yucky because you're like, I'm asking for you to pay me to do that. I think that, um, there might need to be a part of you that, uh, were to sit in the passenger seat of the bus on a sales call. You could be nice everywhere, but on a sales call, we want to be kind. There's a difference between nice and kind. If you guys had a guess of the difference between nice and kind, what might that be?

Kind is being honest.

Kind is service. Honest. Nice is wanting to be liked. I would agree. So I think, um, this is harsh, uh, but, um, someone shared this with me a long time ago because I'm a nice guy and I try to be like really nice all the time. So like I'm talking to myself as I'm sharing this with you. Uh, they said to me, Dane, do you know what the origin of the worst nice is? I was like, nope. And he goes, village idiot, simpleton. I was like, are you calling me a village idiot? He's like, mate, if you're being nice, you're never going to sell anyone. So I say this with love. I think when we're in a situation of sales transaction, we've got to think to the person in front of us, do you truly believe you could change their life? And then going down that journey with them. Rich, I want to know what you think here, because you understand that the time challenge. What I don't even— yeah, I'm an outsider. But to your question, I think there might be a fear here around your own self-belief, even though you're trying to solve that for them. So the self-belief thing, what I've typically found with people is that it's a limiting belief. Half of them believes that they should sell it, the other half of them feels it's a bad thing to try to push this onto someone if they're not ready for it. Um, now back to the content thing, I think content will warm people up. A sales call is your responsibility to get them across the line. So long as you believe that you can actually service them despite them being scared to death of committing to it, even though it feels uncomfortable for them. But from your perspective, Rich, what would you add to that? Because I think there's a deeper sales conversation to be had here as well.

Yeah, yeah, yeah. So, uh, so talking about niceness, the P is a pleaser, right?

We're talking about pleaser, right? I didn't mean to attack you directly like that. Please don't take offense. I'm coming from a place of love. I think When I find that I'm a big people pleaser, I don't know if anyone else here feels the same way. So a little bit about my story, and I want to hear what you have to say, is that in school I went to 37 different schools. My mother was a drug addict, my father wasn't present in my life, so I was constantly the new kid. What happens when you're the new kid? You're like, "Please like me, I'm fun." So every time I went to a new school, I'd be like, "Alright, I'm gonna be the funny guy at this school." cool. Get there, not funny at all, no one likes me. Cool, okay, it's all right. Next, next school, I'm gonna be, I'm gonna be the jock, I'm gonna be the sporty guy. Then I tried being the cool, calm, quiet guy. And whatever guy I tried to be at school never works. Um, but I was always trying to be nice because that was coming from me from a place of insecurity from my childhood. So when I stepped into the realm of business, what happens when you're nice in business? You just get pummeled by like people that take advantage of you. And my team, you can ask Cam, how many times have I been burnt, Cam, by being a nice guy? I can think of 3 good ones. Probably more. One of them, one of them I got robbed.

Are they girls?

No, they're not girls. All right, yeah, I've been committed for 10 years. But yeah, how many times have the team come to me and they said, Dane, stop being such a nice dude? Twice.

That's just you.

I'm talking about the team at large. There's probably 100 of them. Yeah, I'm just saying I'm coming from a place of love because I know this is, this is a tricky one.

Yeah, yeah. Well, if you weren't being nice, then what would you be like? Tell me, Julie, that's not nice because, well, that's, you know, what's that? Because people be nice because they— not because it's who they are, but it's because they do it because they want to please and they don't want to be judged or get conflict, right? And so If that's not who you are, then who are you when you're not nice? Yeah, I don't think you could be a bitch, but that's what I'm just curious. So who are you when you're not nice? Because I think that person will sell. People like to be pleased, but they will never buy a pleaser.

Can I ask you a question, Julie? How many situations have you been in where clients have said to you they're not quite ready and then you've pushed a little harder and that's helped them get across the line? I don't know. All of them hated me. Not Sarah.

Sarah hated me for a whole year or two or three.

Yeah, but do you want to add to this? Because this is brutal, like what you're experiencing. So I can't speak to you as a friend or someone that's close to this problem, but you guys have worked together. So is there anything else you would like to add to this?

I really like the angle we're going down. Like, I want to see whoever that person is, that's Julie, that's not nice, and that person is going to unlock your business. I would like— how, you know, I get away with a lot of things. I think I do. Because I got Tony to like, you know, every time I say something inappropriate, Tony's like, "Tony Richmond said this to me!" Now they're gonna— Tony's gonna sort of— now Jenny does.

Cam has a tick. When I say something on him, she just— he Either scratches his head or does this with his nose.

Yeah, I would pre-frame people on how you are or how you can be throughout this journey.

Yeah.

So then it's not abnormal for you and for them. So people know I'm inappropriate. People know when I've had a few drinks, I can— I already, you know, done that today, that kind of stuff. Um, but it all comes from the pre-frame because you accept that that's me because I've pre-framed you and that's how I am. And so if you can pre-frame them, okay, Maybe on call number 1, the tiny challenge, you'll be like, okay, now over these 5 days you've probably seen the nice Julie online, but is it okay if I be the whatever Julie to you? And then just frame that, and then that can take them on the whole journey. And then when it comes to objection handling, you're going to bring out that person we saw on call number 5 that took your daughter away from you. You know what I mean?

Yeah, it might not be that exact person.

Yeah, yeah, yeah, yeah, yeah, yeah, yeah.

Fucking insane version of Julie. But there's a version of you where you're like, nah, you fucking need to do this. Like, imagine your best friend is like, oh, should I break up with him? He's a total douchebag. You're like, fucking break up. That part of you, maybe that. Sorry.

Yeah, yeah, just pre-frame. Give them an option. I can be— you see me nice Julie online, but in the tiny challenge, I'm going to be this Julie. Which one would you want over the 5 days? They're always going to pick the tougher one for sure.

That's a sick one. Yeah, pre-framing. So, um, we have pre-framing meetings, Cam and I, there's a code word. We have safe words. So the two ones we use are, would you like to chess this out, or would you like to lock horns? So then Cam can choose easy mode, hard mode.

Yeah.

So if we have an issue that we're trying to debate in the business, I'm like, Cam, do you just want to play chess right now and just go a little bit of this, a little bit of that, a little bit of checkers, or would you want to like, like clash horns on this? And permission to swear, permission to get the gloves off, everything except physical contact, almost. Sometimes physical contact, um, uh, but The point is you need to have code words and you can establish those on a sales call. That's a really good point. So my mentor, one of the best salespeople I've ever met, Josh Sparks, he would come into a meeting and this is how he sets the stage in a sales call. He goes, hey, look, I'm really excited to hear about what you're doing and see if I can help you, but I'll just tell you right now, we might not be a good fit, but my job isn't to sell you today. My job is to give you the best advice possible today. And if we never talk again, that's all good. So he's kind of establishing like, I'm here to help you, but I don't need you. And at the end of every call, he's like, that's interesting, great. Um, I'm gonna sit with this for a day or two, and then I'll get back to you and let you know if I think this is a good option for you. And then hangs up the call. I'm like, but then everyone's like, that's boss, I hope he picks me, I hope he picks me. And then he calls them back and he's like, I really think you should do this. And then people are like flabbergasted. So he's a master, he's a master manipulator, bro. Yeah. But he's very clever because what he'll do is he'll give you a ton of value and he'll like, he won't sell you, he'll give you a ton of value and then he'll take it away. And then you're like, I kind of want more of that. And he lets you sit and salivate for 2 days and he calls you back and goes, I choose you. Vin Yang does this really well. Peter Futa, who's Australia's most expensive coach. It costs, I think, $1.8 million a year to work with him. Peter Futter.

Wow, no one knows him.

Yeah, I know, exactly. He only has like 10 clients, uh, so he works with, uh, Melli Perkins from Canva. Whoa, 1.8 mil to work with Peter Futter. Um, so I don't even know this guy, he's kind of a myth, but people have told me about him. Um, yeah, I don't know Peter directly, but I know how much he charges and it's a lot. And but what I'm trying to get at is there's different techniques Basically, a sales call is a power play, and you want not them to like submit, but you want them to succumb to your thinking, essentially, in a way where you're like, you've come to me with a problem, I have a solution to solve it, your current frame of thinking is wrong, adopt my framework, will solve the problem. As long as your mind and heart is in the service of them to get them to the outcome that they want, that's the kind thing to do. To be nice is to let them let their excuses run wild and to let them have the life that they currently have. Um, anyways, but that's it for Dane.

He's got to get going now. See you guys tomorrow.

No, I'm happy to keep going. I'm cool, man. Yeah, yeah, these are great. These are tough questions. Yeah, yeah, good stuff, guys.

You guys getting value? Yeah, unexpected too.

Thank you.

Yeah, you're welcome.

We're talking about now deep stuff, more than just marketing.

Yeah, tell me if I'm getting off the rails here, man.

This is insane. Yeah.

The 10th one is aspirational slash inspirational. Ah yeah, 10th one, aspiration. So yeah, thanks Cam, thanks, thanks so much Cam. Uh, yeah, aspiration is things that, uh, you wish you had. Some people it might be, wow, look at this person's ability to speak on stage, amazing. Like Vin Yang, I watch him speak on stage, I just go, wow, if I could have 10% of that, I'd be, I'd be wealthy man. For some people, it's the yachts, it's the cars, it's the holidays, it's the travel. Like, watching you get on a plane with private jet with Myron Golden, I was like, fuck, man. I'm like, I'm rethinking my whole life because of that one story. I'm like, dude, how are you on a private jet right now? Like, what am I doing with my life? So this is aspiration. This is the stuff that like, it's kind of arousal, but it's, it's you stepping into the life you want. Just be careful not to do look at how great my life is content, but to add it in a way that feels feels, um, aspirational. But again, if you look at it, there's a, there's a format for everyone. Um, who's the guy that does the Cunnies brand? Adam Sullivan. Yeah, so he's— his brand is kind of being a cunt, so it's like, it works for him, right? That's aspirational for a lot of people. Um, even the Tates. Andrew Tate. Yeah, the Tate brothers is another great example. Yeah, yeah. Cool.

Nick, key takeaways and then—

Yeah, yeah, yeah.

Okay.

The first thing I really loved was be the person who's willing to bare their soul. I love that. And I'm pretty open, pretty authentic and like in the underground clubs of my classes, they get all of that and they love that.

Yeah.

But it's the one thing I very— I shy away from that a little bit on social media, like on, you know, putting content out there.

Why do you shy away from it?

I think because I'm a pussy.

Is that a pussy? Where do you find these people, bro? Love this. You got permission now. This is perfect. Yeah.

No, no, well, I mean, that's legitimately probably the reason.

Yeah.

Just stop doing that. Yeah.

Because you know, there's a joke. There's a joke. How many martial artists does it take to change a light bulb?

I don't know.

100.

Okay.

1 to actually change the light bulb, but 99 to stand around and say that it never work in the street.

Yeah.

And so it's like that kind of in my industry. It's just full of bitches and you know, no, no, no. And so I just don't want the backlash.

Okay.

And that's why I'm— that, and that's, that's not good enough. And so I'm working and processing.

Interesting. So you feel like— okay, this is a really good point. Who feels like they're making content for their industry? Yeah, it feels like they're making content for their industry. You had a moment. What are you thinking?

Well, that's a, that's a great— it made me think, wow, yeah, um, we are with Tiny Challenges. We've changed the game on how to get your first paying client in the easiest, simplest way. And that content is all around that. Yeah, yeah.

But here's a question for you. Would you say— here's a weird point— is when you make content, does the social platforms only show it to those people? No, no, it puts it everywhere. So even though you're making content for your industry, are you talking about other coaches?

Like, no, no, I teach Qigong. So you know tai chi?

Yes.

Yeah, think tai chi and yoga had a love child.

Sick. Yeah, I can picture.

That's about where you're at.

So you're afraid that like your counterparts would judge you?

Yeah, but I'm not really like, that doesn't really concern me, but it is, but it is. It's not, but it is.

I haven't bought any.

Yeah, yeah, yeah.

Yeah.

So yeah.

Okay, so you know what that is? When you build, Personal brand, you wanna talk about the pyramid?

I do.

Have we talked about this? This is kind of interesting. Yeah, we talked about it, yeah.

Yeah, okay.

So imagine a pyramid with 9 steps and 2 gates. The first 3 steps are you're a beginner, like you don't know what you're doing. You're an enthusiast, you're like, I feel really good about being a beginner. You're a specialist, you're like, I'm trying to figure this stuff out. The first gate that you hit is the layer of judgment, the judgment gate. So what you think you need to do as a coach is you need to get credibility. So remember when you're starting your journey, you're like, man, no one, no one's taking my word for it. No one believes me. But then you get to a certain point where people are like, all right, I believe you. I'll give you some money, but on the condition that you promise it's gonna be really fucking good. So then you move from the first level, 1, 2, 3, to the second level, 1, 2, 3. This is where you go from being a specialist and you move your way to being a thought leader. Very different. How do you go from being a specialist at what you do to an expert who's like publicly deemed as like someone who's quite good, all the way up to a thought leader? Then you're gonna hit another gate, which is the crowd gate, which is so much social proof that no one could argue with you or they're gonna look like a dickhead. I would say that you're probably not yet thought leader. You're probably just beneath it at an expert level, meaning that you're afraid that if you make content, you're going to get roasted or rinsed out by your counterparts. The reason why is because they all fight over being who's the expert. So it's almost like you're walking into a prison yard picking a fight. You're just going to take the first swing.

Oh, now you're talking my language.

Yeah, yeah. I was like, I'm going to get this guy out, bro.

Let's go.

You like a little bit of violence. Yeah. Yeah. So, so just, you got to pick a fight on the prison yard and just be ready for all the other guys to come out and start slaying shit.

And disruption on that. And my, my, I'm very counterintuitive for what a lot of people are in the industry. So it's kind of a no-brainer that I should be doing.

Pick a fight.

Is there a right way and wrong way to pick a fight with someone? You know what I'm saying?

Yeah, the right, the right way is share what you're actually doing. So as what Dan and Taki said, share from actual experience. Don't make up stories and don't get on a camera and start telling people what they need to do. Yeah, talk about what you're already doing because it's hard to argue with things that you're already actually doing. That's what, um, both Taki and Dan do really well is they're not trying to talk at you, they're trying to go, I did this thing, check out what happens. Here's my student, here's the result we got for them.

Yeah, and I really saw that one like coming back, listening to my students and what they're going through and then talking about that and then relating it to why they're getting that result.

Yeah.

Like I thought that'd be super powerful.

So Dan Martell said his best content now, he has like a men's mentor group and he's had it for like a couple years. And yeah, like mainly men that have families and he's like a good portion of them are Christian men and all the rest of it. So it's like pretty intimate, and they're sharing a lot of vulnerable shit in these meetings. And he asked them permission to have Sam, who's the guy on the other podcast, um, to come and film it. And he was afraid it was going to disrupt the flow, but he said after about 4 or 5 weeks, people forgot Sam was there with the camera. But he said his best content comes out of his ugliest, most vulnerable moments with those men. So there's a camera on them, there's a camera on him, and he's like, that's where we get our best shit. Because it's real and it's ugly and it's dark. So when I go home at night, I'm either in bed or on my couch watching YouTube with my fiancée. But dude, I've been watching Magnus, who has been teaching the history of rock climbing, and I've just gone on this weird rabbit hole with it. I— dude, I've never studied martial arts, but I've read all the books. I've read into kung fu and I've tried to understand the philosophy of it. If you— are you like lit up and obsessed with this stuff? Yeah, okay. What content do you consume on YouTube? Long format.

I find it extremely challenging to watch other people's stuff.

Yeah.

And reflecting and observing myself, it's because I judge myself for not doing it.

Okay. Um, but have you gone down the rabbit hole on YouTube on martial arts?

Yeah, yeah, bits and pieces. Yeah, bits and pieces.

I would encourage you to keep going until you find someone you do like.

Yeah, okay.

I think what, what happens with— it's very hard to do comedy if you hate comedy. It's very hard to be a musician if you hate musicians.

Find a format.

You've got to find a format that you're like, I like that, and it's going to light you up. It's going to feel good. So when, um, Cam and I were going through podcasts, we were looking at bits and pieces of Doak, bits and pieces of Huberman, bits and pieces of this and that, and we kind of like, I like how fun this is and how conversational is this and how masterclassy this is, and we started to put pieces together. What were some of those pods, Cam, that we were looking at? Modern Wisdom, Doak, Noah Robinson's show. Yep, bit of Gary Vee, bit of Casey Neistat, Level of Curiosity. So it's like Casey Neistat's Level of Curiosity, Stephen Bartlett's ability to get like deep insights. We looked at MasterClass and how it kind of felt a bit more like lesson than it felt like a conversation or a podcast. For you, man, I, you got to figure out something that you like.

I watch a few fitness and movement style channels that I quite like the way they go about it.

Okay.

Um, and I, I like humor and you know, I teach with a lot of humor and one of my main philosophies is, you know, people don't play with themselves enough.

So people need to play with themselves more. Is that like your tagline on your website? Yeah. It's actually, yeah. Yeah. That's great, dude. Yeah, a bit of arousal like we talked about.

Yeah, yeah.

Okay, I would, dude, I would say like you gotta lean into that, man. Like you, you have to become a student of the craft. I would, I would urge you guys to just look at YouTube and just think about it because I, I like short format, but if you want to win at content, I think, goddamn, like YouTube is so slept on. Um, it's not— I'd actually argue it's easier than short format. Cause short format, you gotta like, you gotta like pump 'em out. Long format, it's like one 10-minute video a week and you can crush on YouTube. Yeah. Yeah.

Yeah.

But you gotta remember YouTube is entertainment first. Write this down. YouTube is first and foremost entertainment. First and foremost before any anything else. If it just so happens to be educational, it's even better. And if you're having fun doing it, it's 10 times better. This on YouTube would crush. Yeah. And the hate comments and everything, like I'd take all of it, dude. Like bring it on. Like I just, I think as long as you're having fun, if you look up RP Fitness, I think you'd really enjoy his channel. RP, like the letter R, the letter P Fitness. He's very opinionated, but he's like very lighthearted and like joyous. So if you take offense, it's kind of like, it's—

Yeah, 'cause everyone's trying to be a chiggle master, you know? I can do that. Oh, just be quiet, be nice. And that is not me. And, uh, that, that attracts my clients. They love that. But I'm not like that.

Well, then put that online, man. Have fun with it. Yeah.

So for me, I think that like the biggest one was just push the start button, because I definitely have a problem with making content. Like, I'm so much better at written content.

Yeah.

And so videos is like, I'm great with my clients. I do really well in my Facebook group, my private one, you know. I can go do Facebook Lives there every week or more than once a week, and I teach my clients all the time. But to do it to the public, like, there's something that's just like stopping me. And then you were talking to Nick about like watch videos or, you know, content from people that are doing qigong. Well, I don't even watch people— I'm a grief coach, I'm a widow coach. I don't watch people that put out grief content or widow content.

So interesting. What did you have for your 3 worlds?

Um, I have emotions. So that was the first one, right? Just dealing with human emotions and being more vulnerable. So when I were talking about that earlier, she's like, everything you just said was vulnerable. I'm like, I don't like to be vulnerable. Um, and then identity was the other one, um, because It's one of the things that we lose as widows. Like, we just lose the identity that we had that was connected to our husbands. So helping widows, like, discover their identity in this life now. And then connection. Like, I think connection is, like, super important because— or I'm teaching about how to— how do you step into your chapter 2 again, right? I'm married again. And so it's the fun part of being a widow is discovering that you can love again, that you you can live again. And so that's kind of, that's what I have there.

I'm curious, are these transferable skills to things outside of women that are in a situation of being widowed?

Yeah, for sure. 100%.

What might those be? I'm just thinking bad breakups. I'm thinking—

Yeah, divorced women.

Even the conversation we had before with Julie about her daughter, you're clearly grieving about that, which is—

I think women just sometimes, women in general, a lot of times We do have identity crisis. Identity crisis.

Yeah.

Mothers.

We're so attached to being a mom, being a wife.

Yeah.

You know, we're the biggest pleasers out there, right? And so identity is—

And the reason I'm asking this is like, let's imagine a world where you're doing YouTube. 'Cause you said before, I'm a writer.

Yeah.

And then you were like, hell yeah. You're like, I don't like to, I like to write too, but I don't like to do the video stuff too. So Cam and I call it camera-itis. So cameraitis is when the camera goes on, you're like, your brain just scrambles, you go, oh fuck, and then you're like, what do I say? Um, we've found that the best YouTube channels write.

What do you mean?

The best YouTube channels write. I'm gonna— I'm just letting it sink in. I'm trying to have a bit of drama, dude. I'm trying to get a little like a little suspense. Um, uh, so, so I think if you think about— okay, uh, Cam, what's that girl's channel? Dami, she's an architect. I'm thinking of her for some reason. Let me just find her name. There's a really great channel. I'm going to use this as an example. Dami Lee, D-A-M-I-L-E-E. So her 3 worlds, 1 was design, 2 was architecture, and 3 was she's a super nerd. She loves like Lord of the Rings, Harry Potter, like dystopian sci-fi. So she launched a channel, but she's a writer. She's an architect. She doesn't like being in front of the camera. She and she's talked about it in interviews, but she has one of the fastest growing YouTube channels on the planet because she writes storyboards and scripts the entire episode like a maniacal psychopath and then just teleprompts it and then has an editorial team add graphic overlays over the top. But she hates being on camera, she hates speaking in public, all the things she's doing she hates. But there's some irony to this because I think when I work with Chris Do, you know Chris, Chris, when he goes out on stage, the first thing he says is, um, I'm gonna be weird for the next 20 minutes. And everyone's like, okay. And he's like, because I'm an introvert, but my friends, I promise you I'm loud when I get comfortable. Um, and then he goes, can I get a hell yeah from all the introverts in the room? No one says anything, then everyone laughs. Um, that's his way of dealing with the pressure because he doesn't like being on camera. I hate being on camera. I like to write. Like you do. What we found that works really well for me is we'll write a script of everything we want to say, exactly the same way we want to say it. We put a teleprompter in front of me, and then all I have to do is think about my tonality and my delivery on how I say it. And you can train yourself over time to not sound like you're reading from a teleprompter. There's a couple tricks. One is you just keep losing eye contact. Three is that you write it yourself and you rehearse it 2 or 3 times, usually by the 3rd or 4th take you're having a conversation with the person behind the camera and you're nailing all your beats. Have you got someone on your team who can sit behind the camera?

Not at the moment.

Not at the moment? Do you have a freelancer who could come and be that character for you?

My husband.

Your husband? Okay, great. Well, great. I think— I think— would he be comfortable just hanging out behind the camera as you're reading the teleprompter?

For sure.

Okay, um, it's pretty cheap. I think cam on Temu, it's like, uh, $200, $300 to get like a really good one. And then you just put your iPad on it and you can even get a remote. You can scroll up and down.

Wow. Took me a while to get used to teleprompters, but I can't go without it now.

Yeah, yeah.

I do my 60 to 120-second hooks on YouTube on the teleprompter. Everything else I freestyle after that.

Yeah, but what you'll find is you'll freestyle because you'll just get ideas as you do it.

Yeah.

Okay, okay.

Wow, that's great. Took a while, like, just even, you know, a lot of beliefs around it and stuff. But it's so good, especially for what you're saying. If you like to write and you write well, and that's kind of what gives you joy, then you read as though you're reading your own thing because it is your own thing.

Yeah. So if you watch Darmi Lee's channel, I encourage you to just pay attention. She's reading off a script and she's just being herself and she's having fun with it. But I think if you were to do YouTube, I think that So many topics we could jam out on ChatGPT. I'm just thinking one is like how to deal with a bad breakup. Do you know how many women would probably type that in on YouTube? And who were— like, look at like some of the things that your clients would Google or search on YouTube and just see what comes up. Watch some of it and go, I could crush, I could absolutely decimate this content. Then basically, YouTube is the world's second largest search engine. So you need to make videos for each problem that all of your potential prospects would have and put them on YouTube.

It's amazing, thank you.

But I think make it broad enough so that it's not just for widows, but you could talk about how you're a widow and how you dealt with it yourself, the same way Tony Robbins talks about his trauma and how he's a transformational coach. But I'd make it broad enough that anyone dealing with heartache, trauma, anger, overcoming identity— yeah, I would love to see that. I think you would Do a great job.

Would you recommend that to be like long, long form?

Yeah, 10 minutes. Yeah, just start there.

Yeah.

And then you might go, all right, I want to do 15 and then 20. Um, but I think your long format is a better place to breed intellectual property to go back and make short format content.

Okay.

So what we do now is we shoot long with like what Taki talks about, like what's the lesson, what's the framework, what's the teaching. We go long and then at the end of it, Cam and I just go back and forth, we jam. Cam's like Hey, there's 3 really funny moments, can we recreate those in 90 seconds? So once the content's like, I've written it all, we've teleprompted it all for like 2 hours, then I'm like primed. No more camera-itis. He's like, question. I'm like, boom. He's like, say it shorter, 90 seconds, 90 seconds, 90 seconds. And then we get clip after clip after clip after clip after clip because we're warmed up with all of this studio prep. All you have to do is have someone behind the camera go, "Can you answer that thing you just did in 90 seconds?" Boom, clip. Then you got a 90-second reel.

I got the hack from the podcast.

Yeah.

I used to just cut out my YouTube videos and—

No, that sucks.

Yeah.

No, you wanna recreate it intentionally for the short 'cause the tonality's a little different. And then you do your hook at the end. So film the hook after you make the 90-second bit. Okay. I don't know if you do that.

No, no, I'll do that now.

Yeah, so you film the 90-second bit and then you go back and go, what would be the best hook hook to get to this punchline. And when you make reels, yeah, when you make reels, you have to think about reels like comedic bits. What's the, uh, uh, what's the open? What's the premise? What's, what's the joke, right? So it has to land somewhere. You talked about loops before. How do you open a loop, set up the close, close loop on a point? So Taki is really good at doing this. If you watch his reels, he'll open with a really bizarre question, then he'll fill in the blanks. So you're like, oh, okay, that kind of makes sense. And then he lands on a point, then the video is over. What people get wrong when they make reels is they just yap from front to end and there's no clear point. It's just a waffle for 90 seconds. Not saying you're doing this, but a lot of people struggle with that at the beginning. There's some aha moments over here.

Yeah, I'm definitely doing it.

Taki's a master.

I've watched so much of his stuff.

Yeah.

But he's like opening, he's like a comedian, he's opening and closing loops. Yeah, yeah. So the, there's a key tip for this, uh, and I learned this off the guys that created South Park, is they said don't make "and then" content. So don't make a hook and then say this and then say this and then say this. Make "therefore" content. Have you had this problem? Therefore this happens in your life. Therefore you find yourself in this situation.

That's very tacky. Yeah.

Therefore, you should consider this, you consider this, and therefore you'll get this outcome that you want. So, so don't make 'and then' your, your stitch. Stitch your content together with 'therefore,' because imagine South Park opens and it's like Kenny got hit by a bus, and then Cartman farted, and then this thing happened, and then like, it wouldn't be interesting. It's always this crazy thing happens that triggers all of these other causalities. So the best comedians create causality where it kind of like dominoes through their content. They tie it up at the end and then they landed and then you're like, oh, like you, you're like, I have an insight, I have my perspective altered, I felt like goosebumps, I'm now aroused at watching this dude do kung fu, uh, and, you know, travel the world and do tai chi and movement. And, um, was it chi? I'm just gonna say qigong, and I hope that we can be okay with that for now. So like, watching you do qigong and like connect with other, you know, martial artists around the world. If you look at Magnus, do you follow Magnus for the rock climbing stuff? There's a channel, just type in Magnus, you'll love this dude's channel. I think it's interesting. Magnus Midtbø, M-I-D-T-B-O. So he's not a professional rock climber, but what he does is he travels the world and he interviews other people and he hangs out with them. So, um, have you ever seen like the world wrestling, like hand wrestling champs? Like they, they arm wrestle. Anyways, yeah, the number one guy in the world at that, he went and trained with that dude on like how does he train his hand to do that. So I watched a video of this kid who does gym training content And he's like, I'm gonna do 3 things martial artists do for a whole week and see if my strength changes. He's like, one of them is in kung fu, they punch sand in a bucket. So he did that for a whole week, and then he did, um, uh, you just got the snap sound. Yeah, I know, that's pretty good. That's actually just my bones, dude. That was my elbow. I can't repeat that. Yeah, so he's like He was like punching sand in this bucket and then after a week he had like, his strength like went up like 20% and I was like, holy shit. And then I was like, I kind of have the urge to put some sand in the bucket right now. But I'm just saying you might be able to find some weird stuff like that or you might be able to go on a journey and just hang out with some other martial artists and bring them into your channel. I think that would light you up, man. I think so. I just, I think fuck with it, experiment with it. But I think that going long format means that you come back to short format and it's richer and it's better. Yeah, that's a great point. Do you have any follow-up questions?

Okay, Rima.

Yeah, nice to meet you, Rima.

I'm sort of taking bits of a very set system and I'm pulling bits out of it, putting bits together, and almost forming a whole new system that people can use in a very practical way. So, and so I sometimes do come up with the whole, do I know enough to actually do that? But I'm already on the path of doing it. So yes, I think going from, going from a place of just coaching people to get over whatever their obstacles are, to then writing a certification application and to writing a program, but I'll be coaching people to then coach that system the way I have written it. And I think I feel the pressure of the responsibility and then making content around it. I just, yeah, so.

Are you making content right now?

I am, yes.

Yeah, and what platform?

Facebook and Instagram.

Facebook, Instagram, and how's that going? It's going all right. Yeah, who do you listen to in long format?

You mean on, YouTube.

It could be anywhere.

Like, um, I mostly follow sort of—

I mostly listen to, um, I'm on the big screen at home.

Yeah, content about dudes touching themselves. Like, yeah.

Yes, a lot of spiritual things.

But you like the deep philosophical stuff? I think a part of you wants to have fun and your old part was too serious and you're over it. Okay, have you seen the documentary when Tony Robbins did I'm Not Your Guru on Netflix?

Oh no, I haven't seen that one.

You would love, you would love this. So do you know NLP, like Neuro Linguistic Programming? Great, okay. Little bit.

All right, great. Basically the basis of everything we do.

Yeah, yes, exactly. So, so, uh, there's a scene where there's a guy with a microphone and he's, he's talking to Tony about his problem, and then he starts talking about how he's suicidal, and he starts going like this, and he's like looking at the ground, and he's like talking to Tony like this, and Tony just stops and he goes, I just want to say something to you. And he's like, yeah. He's like "Those shoes are really fucking red." And he goes, and he like laughs out loud 'cause it's a funny moment in the documentary. But Tony was like, "See how your physiology just changed like that?" And he's like, "Yeah." He's like, "It's really hard to go back to this, isn't it?" And then the guy has a moment and an epiphany. But anyways, Tony made a very dark moment, a fucked up deep dark moment funny and fun and snapped him back up out of it so he could talk to the real problem. Because if you're in the emotion, we can't deal with it. But I think Tony's mastered the ability to make some of this stuff kind of fun in an interesting way. I don't know if you've been to his events. One. Right, but he has a way of making the deep dark stuff fun. Um, do you— like, you're a fun person. Like, I think there's good energy. Have you just thought about just putting a bit more of your wild self into your teaching and into your content. The last thing I'll say to that is, um, we had James Smith on our podcast, which might be another great podcast for you guys to listen to if you haven't seen it already. But he talks about, um, how the second he started, he's like, there's different versions of him. So you know how we talk about parts? He's like, there's lad James. Lad James is a larrikin, he's an asshole, he's a jokester, he's a prankster. He's like, when my PR manager looks at me and goes, on this podcast I want you to be be, um, uh, like larrikin James. He's like, I'll like be lad James on this podcast. He's like, I'll turn it on. And he's like, we get way more clips, way more engagement with lad James than we get with any other James. So he's like, serious James, relationship James, this James, that James, just doesn't compare to lad James. It's like when you're a comedian, when you see a comedian like Kevin Hart have a meteoric rise and then they just turn shit. Like, he had it at one point and then he just turned it off for some reason. So like, you want to— to Cam's point, try to figure out what is that part of your comedy, and then how do you bring that into your channel. I love what Cam said, that's really good. And you can make it simple. So on your Instagram, um, Cam, you hold your finger on the button, all the other accounts come up, so you can like swap between them pretty easily. Yeah, yeah. An easy way to warm up to that is react to other people's content. So what about if you open a YouTube channel and you just watch 4 or 5 other pieces of content and then add commentary over the on top of it. Add your thoughts to the context. So some of the fastest growing channels on YouTube are RP Fitness, the guy I gave you. Uh, he had a video yesterday where he's like, I'm gonna watch 5 new fitness trends, and the first one is a woman who's like standing on this thing and she's like spinning back and forth with weights. And he's just for like 40 seconds just is laughing, and then he's like, all right, this is my thoughts on this. And he's like breaks down the human science of the movement. He's like, you can't do so much reps that your body will burn fat, and you're not doing so much cardio that your body temp would raise and your heart rate would raise high enough. So he's like, it just sits in that awkward middle where it just kind of sucks. But then he watched a few more. But you might be able to break down reactions to bad coaches on Human Design, or the 5 myths of Human Design, or— I'm just saying, you could, you could riff off other content sometimes to get warmed up to make your own content. It's like comedy, you're just gonna bomb for for the first like 400 stages and that's cool. You just don't quit, you're like, I'm going to figure this comedy shit out. Yeah, okay.

I'm Marno or Simone and we do, we've got an institute called Leadership Institute. So leadership's our main focus but I've spent the last, I don't know how many years working with accountants and bookkeepers and I was one and so I realized that I've spent a lot of time trying to be and being— not wanting to offend anybody. So very much an industry thing around making sure that I got things right and that I didn't say anything too controversial unless it was in my own trainings, in my own space. Then I could let it fly. And yeah, I really feel that what I need to do now is actually that my takeaway is, which I'm trying to look for, but I've written so many notes from you I can't find it anymore, is true for you was Takis. That was my takeaway from the podcast, was true for you and, you know, your opinion. The other thing was that, you know, when you're looking for content, is just look at your calendar and your world and, you know, You know, it's hard for me to think that anyone would find my world interesting, but then I watch things that are interesting to me, you know, and just listening to everyone coming around here, you asked what our 3 things were, and like people have always fascinated me, like why we do what we do. When I think about the 3 things that really fascinate me and why I'm even in leadership is it's people, family and business. And I'm very passionate about all those things, and I think that we fuck it up a lot. And I think it's much simpler than we realize, and a lot of it just comes right back to honesty. And when we can be really honest with ourselves and honest with each other in all of those environments, then I think that we can lead really well. And my goal is to create capable, regulated, and skillful leaders, whether that be in business or in family.

I love what you're saying. I think something that comes to mind for me is the difference between confidence and comfort.

Confidence and comfort. Comfort, yeah.

A lot of people, when they try to make content, we try to be confident.

Yeah.

But the best content is when you're comfortably yourself. So when Taki came into our office, he had no shoes on.

That's nice.

He didn't give a fuck. He walked straight into our podcast and everyone's like, oh, he doesn't have shoes. Didn't justify it, didn't explain it, didn't give a shit. Like, he walked around our whole office, introduced himself to people, hey, are you having a good day? Sat down on the podcast and was just like, you know, like, doesn't talk about it. And it's just like, yeah, because they're like, yeah, so many people in the office People like, did that guy have no shoes? Like, who the fuck is this guy? But he doesn't give a shit. The point is he's so comfortably himself, he's like, that's my brand.

Yeah.

And if you don't like it, he doesn't give a shit. Um, but, but like what I'm trying to get at is like so many people try to fake confidence instead of trying to be comfortably themselves publicly.

Yeah, definitely was trying to do that. Huge people pleaser. Yeah.

Um, and you know, but how do you best please the people that love you the most? You're yourself. Yeah, if you truly want to please people, yeah, don't give them this fake, yeah, dialed-down vanilla version of yourself.

Thank you.

When you think about your backgrounds in accounting, was it?

Yeah, I did 25 years.

It's a, it's a very tough space. Have you, um, heard of Naked Accounting?

Yep.

They're like one of the best brands I've ever seen because they went completely against the whole industry. Everyone's like, you're gonna have to use the color blue, or green, and you have to be like really nice in a suit. He's like black shirt, he's butt naked on the banner of his website. If you type in Naked Accounting, the banner at the top of the website is him walking into his office with a bottle of champagne naked.

Ah, I haven't seen that.

It's like, we celebrate—

I love it already.

It's like, wish you could celebrate accounting. You're like, what the hell? And it's, it's— but the point is, there's a notion that you have to adhere to a certain set of rules. You have to be serious when it's about about human design or you have to be well structured when it's accounting or that's your background. But my question to you is what content are you consuming that livens you up? And if the answer is none, that's fine. But like if you listen to music, you watch movies, like what is the stuff that has some of that mojo that you're looking for?

Yeah, I do love watching movies. I love watching movies that have a form of psychology around them. Like why it comes back to people, why we do what we do. And I love unpacking that. I was talking to Tony the other day around— I watched this, I can't remember the name of the movie, but it was some sort of war type thing. And the guy's translator was killed and the new translator came along and they were— he was interviewing him.

Yeah.

Asked him a couple of questions and then he just says, "Don't disappoint me." And I was just like, "Fuck!" I love that. Like, that's a job offer. Like, Why? When did leadership get so fucking difficult?

Yeah.

Like, this is it.

Whatever this just was, like that. Yeah, yeah. Who is that? Who is— who is—

it's me.

Can we name that part of you? What was— can someone explain what just happened? There's a lot of—

hey, Rich. Mon.

It's Mon. That's Mon. Who's— yeah, fucking Mon needs to make content. Holy shit.

I was scared.

I was a little like I'm like, fuck, like, I'm like, Mon's about to share me some lessons on life. Yeah, okay, so question is, like YouTube or short format, who are you consuming right now that you're like, if I could play music on short format or long format, these are the people I like?

I think for some reason I doubted my ability for a long time, and Rich Wilkins knows this about me, unfortunately. And so I think I thought that being serious made me be taken more seriously.

Right. I think the opposite happens.

But actually, I'm a bit of an idiot.

Good. Okay, so, so I think, um, write this down. This is really valuable. I want you to think about what are 2 or 3 of your idiosyncrasies that make you weird. Now let's pick on Rich. What are some— What's 2 or 3 things that—

It's easy if someone else says it, actually.

Yeah, it is easy. We needed to work on this and you're like, ah, I'm struggling to answer.

Yeah.

So one of my students, she said to me, um, oh, every time I go shopping, I buy the rainbow. I was like, what? And she's like a nutritionist and she was like, yeah, I have to buy something red, something yellow, something orange, something blue. I was like, is this an OCD thing? She's like, yeah. She's like, it's an OCD. And she's like— I was like, every time? She's like, yep. Sometimes I just buy a pack of Skittles because that'll deal with it. Um, but Yeah, I was like, it's kind of fucking cute and adorable. And I was like, you need to make content about this. And she's like, ah, it's fucking embarrassing. I was like, it's funny because it's an idiosyncrasy that— it's an idiom that makes her her. So Gary Vee's most famous video on the internet is him eating blueberries.

Blueberries?

Yeah. Do you know who Gary Vaynerchuk is?

Yeah, yeah, yeah.

Okay, so this big famous guy with all of this amazing shit that he's done, I don't know, he's probably made 50,000 pieces of content. His most viral piece of content is him in a green room eating blueberries like this. And he's like, I fucking love blueberries. And then the guy behind the camera is like, why are you eating blueberries? He's like, I'm trying to accomplish shit out here. I don't have time for fucking dinner. I was gonna eat some fucking blueberries. It's like 400 million views on TikTok. It's insane. And that's the video. It's the end of the video. And then they interviewed the guy who filmed it and he's like, ah man, at that point I just knew there was a fucking moment. Like, he just was like, lightning struck, I knew I had to post it. He's like, I edited it like 20 minutes after, and I was like, this is just so funny, post it online.

I trust that was useful for you. Now, if you've enjoyed this video and you want to go deeper into personal branding and you're an absolute beginner, then I also have another video on my channel called How to Start a Personal Brand for a Beginner Coach. Make sure you check out the video, super valuable if you're starting out from scratch.