Bite Less and Chew More, With Terry Williamson

So I just positioned myself as somebody in the right space for this. And it only comes down to two things, value and leverage. It's just value and leverage. So you all have value. And I think we might be getting lost in the details of execution. So you see this tactic, that tactic, this very specific question about how you do this and that, guys, that's the background noise. You can cheat. It will still come back to value and leverage.

You're listening to Business Lunch with Roland Fraser. This is your seat at the table. Welcome to the show. This is Darren Clark, the producer and we've got another great episode for you today. Before I tell you about that though, we are drawing a winner next week for our Apple AirPods giveaway. All you've got to do is go to our website, businesslunchpodcast.com contest to enter. So today Roland has Terry Williamson on the show. He's a business builder turned entrepreneur turned investor and he shares his background on his eight and nine figure businesses. But what's really interesting in the episode is that someone so successful can change the way they do business and launch into an exciting second chapter. All right, here's Roland and Terry Williamson.

Hey everybody, Roland Frazier here.

Welcome to this episode of Business Lunch. So welcome to the show.

Terry, Would you tell us a little bit about you? And let's start.

I'm going to give you just two minutes of my story because I don't think it's important other than everybody has a story and yours is important and you can't deny from where you came. So here's mine. I'm a career entrepreneur. I had no choice. You know, the last five years entrepreneurship has been like everybody says, they're an entrepreneur. It's funny how nobody's saying it anymore based on what's happened in the last three or four months, but my father is an entrepreneur, my grandfather was an entrepreneur. You have no choice in my family but to start your own business. And at five years old, I said, I am going to five years old. This is no joke. I'm going to be a self made millionaire by 30. So I'm going to be a multimillionaire by 35 and I'm going to be retired by 40. This is what you say when you're five years old. Unfortunately, your five year old self actually programs most of your life.

You're so much better than I am, Terry. I wanted to be a garbage man.

Because I thought it was cool.

They'd come to the house, they had this cool truck that did all these things and you know, moved around and I obviously started in the wrong direction.

So we both ended up okay, Roland. But then, so what happens is you may what sound like brilliant decisions, which are stupid decisions, but I'll just skip a bunch of years. It took me 15 years, but long and short of it, I was a millionaire by 30, multi millionaire by 35, retired by 39. So I did that and long and short. But over the next few years I sat with a couple of billionaires and I watched them do all the work. And it was at the end of a very long marble table and I would bring my checkbook and they would tell me what we're buying. But along the way I picked up some stuff. I saw how you build eight figure companies inside a nine figure companies. I joined tech host angels. So I saw some angel investing and then finally at 45 years old, I said, my brain is one step above dead. So I went back and got a business degree from Rady School of Management, a school for entrepreneurs in San Diego. And then I started a social media marketing firm my second year because I'm like, I can't leave here with no direction. So I took a class, started a social media marketing firm. I went to seven figures in the first week. Why? Because it's 2010, it's social media and all my friends are on Tech Coast Angels and have companies like, hell, we don't know what social media is, but we'll buy it. And honest to God, I sent my first text about three months, my first text about three months before that. So that started me on the journey to where I am now about two and a half years ago. I said, listen, this E Commerce thing, I think it's going to be huge. So let me go all in on that. So that's my story. And now if you can take one thing away from this that I've learned, great. So when I joined War Room again in January, the next day I remember reaching out to Deanna. I'm like, you gotta get me into this thing with Roland. It was like starting like 72 hours later and she's like, oh yeah, okay. And I think it really is because it was me because I know War Room's always full and like when I walked in, like there's no empty seats. So I figured she'd do something special to get me in. So thank you for that. And so I went to this legs intensive and there I am sitting in the front row. But long and short of it is I in the first five minutes was absolutely captivated and Roland. I've known Roland for years. So in the first two minutes, he puts this problem thing up and he says, solve the maze. And I feel like I'm super genius level maze solver. So I see through it in about 15 seconds and I raise my hand because I've got it solved. And I think, okay, this is. What is this? And what it was, was a metaphor for how you approached business and where we kind of all start, which is we enter this thing, typically not even knowingly, and we run into a wall, and then we turn around and go another way, and then we run into another wall, we turn around and go another way, and eventually you make it through. And we call the victors, the ones who made it all the way through the maze. And that's the way I always thought is that suffering plus time plus the ability to pivot meant that eventually you won. And so Roland says, no, no, no, let's find a different solution. So the whole class comes up with, hey, well, you know, we'll just go around the maze. One guy says, we'll get like a bulldozer and just go right through the walls and all these solutions that regular people would say. And then Roland says, screw the maze. We don't have to. Why are we thinking mazes? You don't have to solve this problem. So what he told me and what you're learning right now is there's these different kinds of growth. One's called linear growth, and that's where you put in sweat equity, low capital, it's very predictable income, there's some upside, it's slow, but it's safe. Then as you go. And I did this for years. And guys, I'm not talking about a little bit, right? I'm talking about, like my company. I sold for multiple eight figures. Then I sold for nine figures. Now it's just recently sold again for about $300 million to Providence Equity. So I'm like, this is not like, little. And then we did acquisitions. So the way acquisitions go is you get up enough money and buy a company and it kind of sucks for a while, but eventually make it back to cash flow, break even. And you say, well, I'm never doing that crap again. And then a few years later, you get another tuck in acquisition, and then you have a loser, and then you have a winner. So I spent 30 years doing this and ruling says, how about exponential growth, little personal risk, little to no capital required, huge upside, very profitable with exit flexibility. But I went out there with, I said, okay, great, I got my New mentality, but my old approach. What I'm going to do, I'm going to find the celebrity mistake. Then what I'm going to do is I'm going to have a vision that's way too big. And then I'm going to use whatever leverage I have to go out and build a premium flywheel for Amazon sellers. I'm going to buy a company that does YouTube ads. I'm going to buy my own PPC company. I'm going to buy a piece of a premium software company. Then I'm going to buy what became Sonography. Then I'm going to do partners with a company called Perpetua, who does enterprise. Then I'm going to get a branding company called Brand Rebel. Then I'm going to have five of my own brands, three partner brands. And this is what I'm all going to do. So I showed up at these A and E meetings every two weeks and I'd say, Roland, dude, got another one, got another two, another three. All crazy kinds of deals. Then I said, well, I need to hire a bunch of people. And I'm like, I'm just killing it. And this was going fabulously. And I'm like, oh my God, this is so easy. And then at 2:30 on the afternoon of April 11, this celebrity partner said, I am out. I am scared. It is Covid. I am gone. And I for a second was like, just shell shocked. I'm like, what do you know who I am, what I was going to do for you, what I had done, blah, blah, blah. And my ego was way in the way. But it turned out it was the best thing that ever happened to me. So I want to talk to you today if you feel like you're making a mistake. I've seen it. I watched Ryan and Roland tell one of us, don't do that deal. It's way too big and it will eat you alive. And your ego says, but I can get the deal? Yes. And I heard Ryan say, you know, one or two deals a year is pretty good. We have a deal we did last year. We could have done something we didn't even. So you have. I'm going to offer as advice at this point in the game, the right approach. Superpower plus passion equals unstoppable. Just think of all the people who actually kill it in the world. They have a superpower and they're not passionate about it. They do. Okay, they're passionate, but they suck at it. I mean, I'd love to be a professional golfer, but I suck Right. But you put those two together. The other thing is you have to define your outcome. What do you want? Because this program is so powerful, it will give you stuff that you say you want, but then you have to want it at the end. Do you want money? Do you want time? Do you want effort? Do you want fun? The one thing I didn't understand was my leverage. I'm a dude who's built one nine figure and multiple eight figure companies. And I didn't realize that when I spoke, people listened. That when I sat down in the deal, everybody was looking at me. I didn't realize I did not have to use my own money. It was crazy. I have spent 15 years being not famous. So you go, well, Terry, what about your network? I don't have a network. But you can actually borrow people's networks you trust. And then Roland taught me this one. Play long term games with long term people. After this blew up, I sent him a text. I'm like, dude, this thing exploded. He goes, yeah, play long term games with long term people. That's why I like you, Terry. And then the next one, bite less.

Chew, chew more, bite less, chew more is awesome, Terry.

I love that I hadn't seen that.

One from you before.

That's so good.

And then the big epiphany was be the leader. And that's really where I woke up. And I said, screw it. Okay, I'm in front. This is it. Everybody get the F out of the way because I'm coming through. And so my advice, if you don't know how to to do this, I just wanted to offer again, it is just deconstructing. You know, I wanted to start with me getting my butt kicked to telling you why I feel so happy right now is that power, superpower plus passion still doesn't get you anywhere. There has to be value to it. So if you are super duper passionate about tiddlywinks and you also happen to be an amazing tiddlywicks player, the world really doesn't value that. Right? But for some reason, putting a little white ball in a white hole can make you millions. So if you wanted to sit down and say, what's my superpower? I'm going to show you guys something that was just an absolute epiphany to me and the Epic Accelerator Group. I haven't been commenting a lot. Again, I'm trying to get over that. But I saw a couple of posts like, what is really resonating with people? So I saw here David Klein asked, what is Your superpower. And there were 62 comments. So I typed in superpower and go in here and read what people say about their superpower, right? What Is your superpower? 62 Comments and people, boy, people didn't even speak. All of a sudden we're going on and on and on like they couldn't shut up. It's like somebody asked them about their kids. Hey, is your kid cute? Oh, my kid is so cute. I love my, my kid's the smartest kid, this and that. Well, people are passionate about their superpowers. But once you have your superpower, then all you need to do is you need to figure out how to get it. And for me that's three pieces. Understanding your leverage, your network and your deal skills. What is my leverage? What are my deal skills? How do I network? And it's just playing with those. And you're in a safe environment. So don't feel like you have to get it right right out of the chute. So what I really wanted, the epiphanies at the end of this, I just sat down and said, oh my God, thank you, thank you universe. I get to do this again. I want to build an 8 figure E commerce business building machine. I think Amazon's too small of a swimming pool, but I'm just going to own that first. Then I'm going to go to Shopify. Then I'm going to go to retail. Why? Because that's how the whole world is going. Amazon is buying X and going to Y. I want to play at the eight figure level. I'm not playing six and seven figure sellers. Other people can handle that. I'm only doing deals and only building my business to do eight figures. I want to have fun. Man. If I wake up and it sucks going to work every day, why I can just retire. I want to play long term games with long term people at my level or higher. Now don't get me wrong guys, I'm not a snob. You don't have to have succeeded more than me. I'm talking about you as a human. Plus you with your potential and your passion. I don't want anybody to compete with what I am. 55 years old. I should have done a couple things right. I want to be in front of the company. I want to control my own destiny and I want fulfillment. So plus money. Because a couple times I said to Roland, I was like, man, you know, this whole money thing is such a pain in the ass. Why do we have to keep score? Like I made enough when I was he's like, you're totally missing this. The money's not for you, dumbass. The money is what you can do, what you can use to do for other people. So I formed a new company. It's called Fabillionaire Ventures, llc. Nod to Brad Blazer on Roland's podcast, where he told me about that word. So I want to talk a second about the model, and then I'm going to talk about the deals, and I'm almost done.

Okay?

So with the model, what I do is I am an observer, and quite frankly, I cheat. So I've seen the model that Roland built, and, guys, what this model does is it does the prospecting and the qualifying for you. You simply have to stop long enough to put out in front what you want people to see of you. Did you know you can actually use social media proactively? You don't have to apologize for all the stupid crap you put on there. You can just start putting on. How do you want to be known and show up in the world? So I said, well, I need a personal brand and I need a professional brand, and I need to be able to have these two talk to each other without sounding salesy. Like, I don't want my personal brand to tell you that I'm a badass over here. So what I'm gonna do is drop easter eggs. So I'm like, who's the best easter egg droppers I know? Well, one is Roland Frazier. He's not gonna ever. Guy is. I've known the guy for years. Never heard him brag, period. All he tells you is you can get free access to the 585 multiplier with tool and training. Use this tool to 5x the value of your business, reduce your expenses 80% or more. And do you not want to 5x the value of your Business or reduce your expenses 80% or increase your deal flow? So he's not selling you the drill or talking about himself. He's talking about you and what he can do for you. But I wanted the badass personal website, so I'm like, let me just cheat off the best. There's Roland. I got to have an opt in bottom of page one. I got to look personable. The dude loves wine, so it's not a stretch that he's got a glass of wine in the background. But I also like Frank Kern, another badass. But look at this shadow thing over here and report from the trenches. But I really respect Ryan because he's, like, the most humble. If it's on Ryan's page, it's absolutely true. Marketer turned entrepreneur turned investor. He's a reluctant investor, he loves the market, it's like legit. So what if you had terrywiliamson.com that had little bit of Frank Kern, they had a little bit of Ryan Dice that had a little bit of Roland on it. And if you're going to, if Roland's going to tell you his story, then I'm going to tell you my story. And if Roland has an opt in that provides value and you sign up for it and you get an email and there's a separate page where you can download a worksheet that's got a 10 minute video and a worksheet, then I'm going to have something that has value that says woohoo. That's an email that's got seven minutes of training with something you can use. So if you want to calculate your freedom number, first of all, I tell you what freedom is and it's not money. It's the fact that you don't have to worry about money and you can get on board with that. And all you have to do is come in here and say I want a million dollar dream house. And then I want, I want a hundred million dollar dream house. That's a good number. Then I want a $2 million vacation house or $200,000 vacation house. Then I really like my clothes, so I want a $5,000 a month budget for clothes. But I want to give some money to charity so I'm going to do that. So you can come here and you go, you know what, maybe I don't want really a big dream house. I just want maybe 4 million would be good. And all of these are based on readily accepted investment advice. I'm not saying you get a 30%, I'm saying put your money in risk free, get your 4 or 5%, live off the interest, buy your stuff. So my point is that I have now taken and framed myself as a business builder turned entrepreneur termed investor. Now I just have to make sure that the rest of my personal profile stays the same. Wherever you go, it's going to be very, very consistent. Wherever you go, when you see Roland, it's going to be very, very consistent. So long and short of it. Then I did the same thing with Zon Marketer, my site. You see, I only want to do eight figure deals. Now I got an opt in over here. Now I got my whole platform set up for that. And then I went the cheating one step further. I simply took and had one of my team members give me Roland's entire social media strategy, what he did, where and how he did it. So now I'm just going to copy that. So my point is, is that very quickly you can go from wherever your positioning is now to what you want your positioning to be next. So we're doing. Feel free to cheat off us. So let me end with where I started on January 16, I had done none of what I just spent an hour telling you about.0 I didn't have, I didn't charge, you couldn't find me on the planet Earth. I did not exist. Right now I've got people coming to pay me all this money. And one, I positioned myself what I wanted people to see from me. That's why I have my website. I could show up email after email. Oh, my God, I just looked at your website. You're the exact right guy. I'm like, oh, I just. Your freedom number thing, I've never heard anybody talk about it like that. So I just positioned myself as somebody that, like, it's a. Not just a pleasure, but it's like, wow, I'm in the right space for this. And it only comes down to two things, value and leverage. It's just value and leverage. So you all have value. And I think we might be getting lost in the details of execution. So you see this tactic, that tactic, this very specific question about how you do this and that, guys, that's the background noise. You can cheat. I'm going to drop the document in. There you go.

Stop.

Step one, build my own website. It should look like step two. So let's say you could cheat through that. It will still come back to value and leverage. Now, what Roland has is tremendous value. And what he's also created now is leverage. The ability he doesn't have to go out and pitch his wares. And what you want, the best deals are the people who already know you. This is not a cold traffic play. This is not a I'm desperate play. This is simply recognizing the value you have and the existing leverage in the network you already have. And then the doors will open for you.

Yeah, and it will work.

To cold traffic. It's just like, in other words, to me, cold traffic is going to include an interview that you do, a speaking slot that you do, a podcast thing that you do. Because I get people from those all the time. And it's funny, it's a very long game. You just keep putting out that value. So I do probably, I don't know, six or eight podcasts a month, interviews on other people's podcasts, and that helps me build my podcast. And then I get a tremendous amount of people coming in from the podcast that I do that heard an episode or saw something and, and it just, it just works. Okay, Terry, thank you so much for being here. Thank you for breaking down those deals. I super appreciate it.

Love you.

As a human and a business partner, I really, really can't thank you enough. Have a great day.

We'll see you soon.

You've been listening to Business Lunch with Roland Fraser. If you're enjoying the show, let us know by subscribing and leaving a review. And for more information go to businesslunchpodcast.com thank you for listening.

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