EP017: The Key To Achieve Entrepreneurial Success with Alex Charfen

Welcome to the Perfect Practice podcast where we share the most innovative strategies to help you build a successful functional medicine business, attract your ideal patients, serve your community, and get paid what you're worth. Each episode is packed with practical steps that you can take to immediately grow your influence and serve more people. Our mission is to share golden nuggets from successful practitioners, technology experts and innovators from around the world. Your host, Sachin Patel is a functional medicine success coach, international speaker and best selling author. He's calling in all his favors to bring this information to you so you can create your perfect practice.

Hi everyone, this is Satchin. Welcome to an exciting, really, really special and exciting interview today with entrepreneurial super coach. That's what I'm going to call you, man. I'm going to call you super coach until you give me a better name for you. I don't know the exact words to describe. You're just a phenom for entrepreneurs. And his name is Alex Charfen. So today Alex has graced us his time and he's going to be spending some time with us to go over how functional medicine practitioners can claim their ultimate success in their practice by laying down the groundwork that's necessary to run a successful organization. Now, if you don't know Alex, I'm going to share with you how Alex has actually personally influenced me and, and I know some of you in the group. He's personally influenced because the one thing about Alex is that he is extremely transparent. He shares so much information. I think that's something that I would say that you and I, Alex, have in common. And you know, you've taught me how to be a better husband and father, how to be more transparent. You encourage me to meditate. That's when I got my muse. You're a big proponent and of clickfunnels, which we use in our business. I completely upgraded my wardrobe so 95% of it is Lululemon. I wear ribbons more often. I conform to the idea that comfort comes first before anything else. And it's okay to be different. And in fact, in today's world, it's actually necessary to be different. Charge what you're worth. That's something I learned from you as well. And one thing that's very unique and I think very synergistic about you with our tribe is that you prioritize help. So one of the first things Alex does with all of his coaching clients is he gets them to drink more water. Literally and figuratively. It spills into everything else that you do. He's also very connected with nature. He goes for a walk every morning in his Vibrams. He's grounded. He goes into a squat position. He's a big fan of functional medicine. That's why he's gracing us this time today. And in fact, he actually turns to me when he needs a functional medicine practitioner for one of the clients that he's coaching. So he's invested personally for him and his family in functional medicine, and he actually, in fact, works with one of our coaching clients, and he encourages other people to see functional medicine practitioners. And one of the first ways I encountered his work was actually through Tibi. So Tibi was like, hey, have you heard of Alex? And I started looking it up and looking up your work, and then I got your EPT book, which I passed on to other people as well. And so I'm a super big fan of your work, and I'm very excited that you're spending this time with us. So for those of you that are watching this, and if you know me, you might see a lot of resemblance in how Alex and I operate, because I learned a lot of what I do from him. So with that introduction, thank you, Alex, so much for being here, and thank you for being such a great role model for all entrepreneurs.

I appreciate that, Sachin. And coming from you, that means a tremendous amount to me. I think for all of you on this call, one of the reasons I was so excited to be able to spend this time with you is because I know that if you are part of Sachin Patel's tribe, then you're a part of mine. And what I mean by that is that I think to all of us, Sachin is one of the most logical practitioners out there. But to the rest of the world, he's out there. And I know that when it comes to the world of functional medicine, it is the outliers of the medical world that get involved in this space. And that's exactly who I deal with. I work with the outliers in the medical field, and I work with doctors who transcend just being a normal practitioner and transcend in growth, transcend in what they normally do, and transcend in the contribution that they want to make. And so working with guys like Sachin who ran an outrageously successful practice and then has gone on to now start helping other people run an outrageously successful practice, that is exactly the type of thing I'm used to doing. So I'm so excited to be here with all of you tonight because I think this is like a custom made audience for me. So thank you, brother. It's awesome to be here.

Well, I wanted to mention that I've been listening to your podcast in preparation for this interview. I was listening to your podcast throughout the day, every chance I had, and I wanted to. For those of us that may not know your full origin story, I wanted you to start there, because a lot of us who are part of this tribe, you know, we feel like we're outliers. We feel like we're the underdogs, and in reality, we are, because the powers that be don't necessarily want this to succeed. And I know, you know, growing up, you faced some bullying and hardships and things like that, and I want you to, if you don't mind, sharing some of that with you, so that we can understand some of the challenges that you've been through. Because, you know, at the end of the day, we see a very successful human being. But you weren't born into this. Right. You grew into this. So I'd love to hear that story for, you know, just for some inspiration and so that our practitioners can get to know you a little bit better and humanize you a little bit. Because, you know, I think a lot of times, you know, people like yourself and others get put on pedestals and we don't realize the journey that you've been through.

Yeah, you know, when it comes to pedestals, I prefer to, like, put my drink on them instead of beyond them. So when I say that I'm radically transparent. I am, because I think one of the biggest challenges in entrepreneurs face today is that we compare our worst day to somebody else's veneer that they're showing on social media or in their marketing. And I just think that that's part of, like, probably one of the biggest areas of entrepreneurial angst today is trying to keep up with images around us rather than what entrepreneurial reality is. And so, Sachin, you mentioned the podcast. I have a podcast that's called Momentum for the Entrepreneurial Personality Type, and We just hit 620 downloads in 99 countries in our first year. And we've spent, I think, our paid. Like, we did do some paid advertising, but we didn't really know what we were doing. So we spent, like, 3 or $400 on paid advertising, but 99.7% of it's organic, so it's pretty cool. And the origin story, I tell it at the beginning, but. So if you listen to the podcast, episode one will be really similar to this, but kind of different. It has different information in it. But when I was a kid, I was crazy different. I was the kid that when adults would see a group of kids, they would attenuate their voice for me. They would say, there's Julie and Michael and Alex. And I heard it, I knew it. I mean, I understood. I was radically different. And so as a kid, I didn't turn to the same systems that other kids turned to for help. I didn't see teachers as a way to get help. They were super confusing. I didn't see the school system as a way to get help. It was crazy confusing. I turned to books from a very young age, and I've been diagnosed with dyslexia. But when I'm alone, I've taught myself how to focus and read fast, and it works. And so I started reading a lot when I was younger. It's funny, I have two kids. My daughters are 8 and 11, and both of them are about a book a day or a book every other day. And I remember being very similar when I was younger. I first started reading personal development books because I felt like I was so separated from success that I never would be successful. I read a ton of personal development. The first stuff I read, I remember Wayne Dyer, Tony Robbins, Bander and Grindler. Those guys will always have a place in my life because it was the first stuff I ever heard where I was like, man, somebody's talking right to me. But when I started really leaning into personal development, it got super frustrating. Because if you read more than two or three personal development books, they start conflicting. But by 10, you've got a full scale war on your hands. One invalidates the other. The seventh one tells you the fifth one's totally wrong. You can't make heads or tails of it. As a kid, that level of ambiguity was so hard. So I just started reading biographies and autobiographies. And I obsessively read biographies and autobiographies looking for this thing called success. And here's what I found. The more you read about successful people throughout history, the more you see that they are like the anomalies, the differences, the people who weren't like everyone else. And the more I read, I thought I was gonna see this incredible thing called success. The more you'd read about successful people, like this path, that would show itself. And it did. But it was totally different than what I expected. Because what I found was that if you look back through history and you look at everyone you remember and everyone who matters to be remembered, they were just like I was. They were different and alone. And they faced tons of argument and restless agitation and cognitive dissonance throughout their lives. And society has this really jacked up equation today that if you don't show up like everyone else, read like everyone else, talk like everyone else and act like everyone else, you're a human being that needs to be corrected, medicated, diagnosed, and told what to do. And it's just crap, because history proves that if you don't show up like everyone else, we talk, walk, and act like everyone else. You are exactly the brilliant person that's going to change the world. And that obsessive research led me down all kinds of different paths. But what it really led to was over and over again looking at the lives of successful people and asking the question, like, what's the path? What did they do? How did they do it? What was it that drew them along? And I obsessed over that until I realized that people like us are driven by questions. So I started asking the question, what were the questions that drew them along and what I realized. A few years ago, I sat down to write this book about running a business, and instead I got to the part where I was supposed to write about my tribe or the people who were gonna buy the book. And I couldn't write about entrepreneurs. I got stuck. Instead. I literally couldn't write 250 words describing entrepreneurs. And I remember that day getting up and walking around the house and trying to figure out why I was so stuck. And I came back and I started writing not about entrepreneurs, but about the entrepreneurial personality type. And that day was like an out of body experience. I sat down to write a 250 word section of a book proposal and I ended up writing about 25,000 words that eventually became the entrepreneurial personality type book. And what I realized was all of that research that I'd done, all the reading that I've done, everything added up to that moment and the realization that there is this completely separate and totally different personality type that I think if you're on this call or you're watching me on Facebook right now, you're part of. And the way that I qualify us is we are that small percentage of the population that goes out into the future, creates a new reality, comes back to the present and demands that it is real. And that habit of going out into the future and coming back to the present and making it real, that is the evolutionary hunter. Throughout history, people like us have been judged and put down and told to sit down and stop and pushed aside when in reality, we are the most important people in the world because we are the only source of consistent, positive human evolution and we always will be. That is the research I've done that brings me here with you tonight. Is that enough of an introduction?

Sachin, that's super powerful, man. I love what you said about going into the future and then coming back to the present and demanding it. I love that. That's super powerful. So thank you. Thank you for sharing that.

Yeah, my pleasure, My pleasure. I think everyone on this call needs to recognize that that's who you are. And you have to also recognize one of the things that I share with entrepreneurs all the time. And I really love working with functional medicine doctors. Because you take a holistic approach to treating patients. I take a holistic approach to coaching entrepreneurs to grow business. And a big part. What's up, monkey?

You said I could say hi to everyone.

Oh, sorry. Satya, my daughter wants to say hi to everyone. Hi. This is my 8 year old.

She's.

Yeah, I'm Kennedy. Thanks for coming in.

Hey Kennedy, how are you? Good.

That's Sachin. Hi.

Nice to see you again.

I don't know how to pronounce your name, so that's why I'm just saying hi. I'm gonna finish.

Love you, baby.

I'll see you in a minute. Yeah, I'll see you in a minute.

Okay, cool.

Love you. Love you. Sorry. So I have a total open door policy with my kids. They can come in whenever they want, but if I'm on a call, they just come in and go back out. But that way they don't ever have to be locked out of my office. So the reason I like working with functional medicine doctors and really alternative practitioners of most kinds, I have a lot of clients that are chiropractors, a lot of clients that are very unique cash based type dentists. I've had a lot of different practitioners, practitioner type clients. And the reason that I like working with you is that you take a measured scientific approach to doing what you do. And when you look at our system, there's a measured scientific approach, you have a holistic approach to patients. We take a very holistic approach to entrepreneurs. And in recognizing if that description of an entrepreneur resonates with you, then as a holistic practitioner or sorry, as a functional medicine practitioner, you have to be the example of your content, you have to be the example of your practice. Because that trick that we do that the rest of the population just can't deal with of going out into the future, creating a new reality and coming back to the present and making it real, that has a high level of difficulty, and it creates a massive amount of pressure and noise in our lives. And so we have to drive that down. And so appreciate working with physicians because you have an understanding of what's required. And if you're willing to apply your own content to yourself, that's one of the fastest ways to become more successful in what you do.

Amazing. Amazing. So one of the things that we got to witness here is your open door policy and how amazing you are with your kids. And that's something that I truly admire. So I hope that those of you tuned in caught that, you know, family does come first, and it's not just a nice platitude, but it's something that we can clearly see. So I appreciate you letting us into your life a little bit there. That's. That's pretty cool. I'm actually my son's room, so I'm doing this in my son's room because I love the energy in his room. So that's where I do most of my podcasting from. Kids are super special. And Devin's eight. You did have a chance to meet him in Florida. But it's pretty cool to see that. One of the things that we encourage in our mentorship group is just that, is to build a business around your life instead of a life around your business. And thanks for being a role model of that.

Yeah, you got it, man. And I would tell you, you can build as big a business as you want and still have the life that you want. I think one of the challenges with a lot of organizations who talk about that stuff is that they try and limit our success as entrepreneurs. And I can tell you, the most comfortable entrepreneurs I know are also the most successful. And the happiest that I know are also the most successful. And so I think for all of us, we should know that you can have it all. And if you're willing to put the right frameworks and systems in your life, you really can have a massive business that keeps you healthy, where you feel good about what you're doing, and you have a happy family and a happy life. There's some examples in the entrepreneurial community today where you go, look at the billionaires in the world today that made their money in this lifetime. Most of them look like linebackers, and there's a reason they've all figured out that the more that they take care of this, the more they show up in the world and do a ton out there. So I'm a huge proponent of what everyone on this call does. So it's exciting to share with you guys.

Awesome. And I know you've got some slides to get through, so for those of you that have some questions, please type them in. Alex is going to make himself available to us for some Q and A. But I'll let you dive into this because I know you've got a lot to cover.

You got it, Satya. And I think I can do this pretty quick. But here's what I wanted to do for everybody on this call. I can give you a little bit of my background, and I'll do a little bit of that as I describe this. But what I really want to do is share as much as I can with you. That will give you the highest level of value in the time we have together. And I didn't know what level entrepreneur was here, how big your practices were, and I figured it would probably be some variation, especially if we're going out to Facebook. So I chose to give a presentation we call the Billionaire Code. And it's all about helping you resolve the biggest issue that entrepreneurs have across the board. And here it is. I mean, if you want to know, the number one challenge entrepreneurs face is that we're putting time into correcting something that isn't what we need right now. How many of you have put the time into doing something in your business, creating something in your business, and then it doesn't advance what you're doing, or you're putting a ton of time into the business, and it's not advancing what you're doing. And so I want to show you the definitive path to entrepreneurial success. And where this came from is from the research that I did, it developed over the course of really a 25 year career. And what I want to show you is how to solve the biggest challenge that entrepreneurs have. And also resolve this, because I'm gonna make the assumption, since we're not in an audience where I can hear you, but I'm gonna make the assumption that everyone on this call is at least hearing the call of contribution. Let me know in the chat. Just tell me. Yes, I hear it. And here's what it is. It's that thing in your head that says, hey, you can do more, you can be more, you should try harder, you should try and do more. You can leave more behind, you can help more people. And that call goes from hear like a little drone to. Then it becomes a conversation. Okay, I'm seeing some yeses, some enthusiastic yeses. You've gotta be. That's why you're on this call. Exactly, Scott. It gets to the point where it's obsessive. Right, Ruby? And so what happens is that desire for contribution increases. And the more you learn, the more you understand, the more you know you can help. It only gets more restless and more agitating. And here's the issue most entrepreneurs deal with on a daily basis is that the infrastructure we have around us is inade for the contribution we want to make right now. And so we go out trying to do everything we can to resolve this, because the contribution gap is where we're going to remain frustrated. And here's what I know about everyone on this broadcast. You can't turn it off. So the challenge, and let's be real about that, if you're on this broadcast with me, if you are attracted in any way to listening to me or Sachin, the fact is not only can you not turn it off, but you know, there's nights where you do more after you lay down in bed and before you mercifully finally fall asleep then most people do all day. That's how we're hardwired. And so we will always feel the tug of this contribution gap. We will always feel the pain of not being able to make the contribution we want to. We will always feel the frustration of not having the practice we want the business, we want the exposure, we want the notoriety. We want the ability to make a difference that we want until we resolve it. And that's what the Billionaire Code does. This is content that literally took over two decades to create tens of. I've read over 10,000 biographies, first party accounts, historical recounts, anything I could get my hands on that showed where success came from. And what we realized over time, not just me, but teams of researchers that I've worked with throughout my career, is that there is a definitive path to entrepreneurial success. And what you're going to see now is a culmination of a lot of research. And it came together piece by piece. But now we can reveal to you exactly how you create success from $0 to 100 million as an entrepreneur, definitively what you must do. So let's start now. There's actually a beginning that's off of this chart. The first step of the Billionaire Code isn't even here. And I want you all to know. I'll give you a link at the end where you can download this. You don't have to screenshot every screen, nor do you have write everything down because I'm going to go fast. I want to be able to get to Q and A. So the first part of the Billionaire code, the first step, is actually off of this chart. It's called being part of the crowd. Do you know what I'm talking about when I say being part of the crowd? Some of you who found functional medicine late in your life, you might relate to having been part of the crowd or woken up from the crowd. And it's like, I remember going to the rodeo with my kids. There was 22,000 people, and I had never felt so alone in my life. Because the crowd is not on webinars like this. The crowd hasn't awoken and said, I want to do more. I want to be more. The crowd's just getting through the day. And what happens to somebody in the crowd is they wake up and they say, wait, I think maybe I can do more. And some entrepreneurs hear that for years before they finally say, okay, today's the day. They're in a cubicle somewhere, they're in a school somewhere, they're locked up somewhere, they're in a practice somewhere where they're not doing what they want to do. And then they finally wake up and say, wait, I think there's more here. I want to do more. I want to be more. They become a seeker. Now, seekers are like, it's the biggest population of entrepreneurs out there. And we put the revenue for a seeker between zero and about $40,000. And the revenue fluctuates a little. Here in the United states, there are 29 million businesses. 16 million of them are seekers. They're under $40,000 in revenue. And the seeker entrepreneurs, dabbling, they're not really full time. They don't know how to put where they put their time. They don't really know what to do, what they should do. And their question that you ask at seeker is, how do I stop pressure and noise? Because this is the noisiest place in the world to be. Now, some of you know exactly what this feels like, because you were in a practice where you woke up one day and said, I need out. And then you got to a place where the noise was so loud, you decided you were going to do something different, or you were in a position where you were doing something where you ran into the day where you just couldn't do it anymore. And then you get into this secret place. And it's an exciting time to be an entrepreneur, but it's also terrifying because you don't really know what to do to move forward. And your biggest need when you get here is to make sure you've taken care of your keystone habits, your routine daily planning, setting outcomes that you actually achieve. Personal care. If you don't have that, those keystone habits as an entrepreneur, they will get to you eventually. And to graduate from seeker, you have to understand who you want to serve. Far too many entrepreneurs go, don't ever leave this area because they never figure out the client that they're actually going to sell to. They don't have a client centric mission. They don't understand how to niche down to an avatar, which is a pure necessity. And so that's the seeker. The second level of the billionaire code is the starter. This is where you go from 0 to 40 to 40 to 100,000. And you'll see how interesting the math lays out here because it's the rules of threes and tens almost. There's a couple where it bends the rules a little bit, but it's pretty dang close. And each time you hit one of these graduations, everything in your business falls apart. Here's why. You'll see as I go along. But what got you to one level will shred you in the next level. See, if you get here to starter, 40 to $100,000. There's 6 million of these businesses in the United States. So get that out of 29 million, 22 are under 100,000. Your time is usually part time. The fallback question is, what is wrong with me? Because you're making some money, but you haven't figured out how to really make money. The biggest need here is market and avatar clarity. And the biggest challenge is, and it catches up to everybody eventually, is they don't niche down enough and create enough of a real market. Instead, they go after everybody. And to graduate here, you have to start selling consistently. And if you start selling consistently from starter, you graduate into promoter. Now, promoter is an exciting time. It's over six figures. For a lot of entrepreneurs, they thought six figures was the destination. It's amazing how fast you get to it and how little it is. And so next you go to promoter, it's 100 to 300,000. And in promoter, you're literally doing just that. You're promoting. The number of these in the United States is 1.7 million. Your time at promoter, you're full time. Now to make 100 to 300. Almost every discipline, you're full time. Your fallback question is, how do I get ahead? You have to consistently figure out how you can do more, how you can show up as more, how you can accomplish more. Do you contract, do you get help? How do you get it done? And your biggest need is leveraged lead generation. Now, these days, far too many people don't resolve one of these things as they go ahead. And it will catch up to you. Because to graduate here, you have to generate leads and convert them consistently. Now, if you're selling high ticket goods, if you're selling really expensive, like maybe you can get into at a promoter without generating leads and converting consistently, you can convert inconsistently, but it will catch up to you. If you follow the code, if you know the code, if you cover each of these levels, you will have a business where you're laying an actual foundation where you can grow. And I know this stuff. I didn't learn it because I was successful. I built a $250 million company in my 20s that I couldn't stand. It almost killed me. I was near 300 pounds, I was on six prescription medications and my doctor told me I was most likely candidate for a heart attack. And I was 31. So I didn't learn how to do this all the right way. I learned the wrong way to build massive companies. And I did it over and over again until I finally built the company that we own today and we put it on the Inc. 500 list. In 2007, my wife and I were running a massive real estate firm that we built. We went bankrupt, we lost it. We built a company back from bankruptcy. We were liquid millionaires within a year of discharge and we were number 21 on the Inc 500 list in our first year of eligibility. And we did it organically funded, no investors from bankruptcy. The way we did it is we followed this exact system step by step. So when you get at a promoter, you're generating leads and you convert consistently. You now start building. And the builder is where things get really interesting because now we're headed towards seven figures. And again, entrepreneurs are like, oh, if only I hit seven figures. Well, here's what happens. You get to builder and you now have a shot. Your annual revenue is 300 to 1 million. Your number in the US here is 1.9 million. If you saw on the last one it was down, it was 1.7, this is 1.9. The reason is most doctors, attorneys, accountants, other practitioners, they get plateaued in between three and a million and get stuck here. A lot of doctors get stuck here. Your time. If you have a 300 to a million business in most practices, you're now working overtime. Your fallback question has to be, how do I get further ahead because you're still driving most of it. At this level, your biggest need is to leverage sales. Because in this, for most practices, most businesses, most coaching companies, most everything, the entrepreneur is still doing most of the sales here. So your biggest need is to leverage sales. But to graduate, you have to build systems and processes around what you do well. Otherwise you can't get out of building, or you can. You'll be one of the businesses that goes up above seven figures and comes slamming back down. Because once you hit a million is where you realize everything in the entire business is now broken again. And like I said, what gets you here won't get you there. At a million to 3 million, there's only 700,000 of these businesses in the United States. The time is now. You have to start delegating your time. You can't do everything at 1 to 3 million. You already had to start contracting earlier. Now you have to aggressively delegate time, start hiring a team. Your fallback question has to shift from you how do I get ahead? To we, how does my team get ahead? And from that point forward, right around a million dollars, your entire life is now devoted to the fact that the better you can run a team, the bigger your business grows. It's no longer about you, you. And that's one of the hardest transitions for entrepreneurs to make. In fact, far too many have way too big an ego to ever get out of here because they can't ever stop making it about them and make it about their team. But if you're willing to step out of there, out of, out of the place of getting the recognition, if you're willing to step out of the place of having the team revolve around you, if you're willing to reverse that and now start serving the team, that's when you can explode and business. And at 1 to 3 million, your question consistently has to be, how does my team get ahead? Your biggest need is to scale consistent delivery. Because if you don't have consistent delivery at 1 to 3 and you start marketing and selling more, you walk yourself into a sausage grinder. And you do not want that. And this is where most entrepreneurs miss, is that they do not create consistent communication systems, consistent meeting cadence, consistent forward planning, and take that holistic approach to the business. If you do, then you can build a team and train them to do what you do well and you graduate from operator to. Then things get really interesting. You move into leader. See, now this is where most entrepreneurs grow and then go running back and then find a way to run a business. That is less than this a lot. It's uncommon for people to get above 3 million and stay there, there. These are 3 to 10 million. The number in the United States is 300,000. Most of my career, I've run businesses in excess of $10 million. Most years in my career, I've been running one or more businesses in excess of 10 million. In the time and leader, you'd now go from delegating your time to delegating success. And don't think that that is a subtle difference, because it goes from having people do what you were doing, to having people pursue outcomes on your behalf, to giving them responsibility for the actual success of what is getting done. That is a monumental transformation. Here. You must go from like, you can get away with transactional management for a while, but to get from 3 to 10 million, you have to go from transactional, which is telling people what to do, checking that it got done, and telling them what to do again, which is exhausting, to transformational leadership, which is giving people clear outcomes, showing them what success means along the way, and coaching them and getting leveraged results. If you take that transformational approach, the entire business grows because you truly lean into how does my team get ahead? And the fallback question here, the biggest need here is to scale a team to consistently deliver. So before it was scale consistent delivery. Now we don't just have to deliver more, we have to scale a bigger team around that delivery. So you now have to scale the delivery system and the people involved. That is dynamically more complicated. So you must have clear communication structure, clear forward planning. And to graduate, you have to recruit and develop a leadership team. Because over 10 million, you're not the only leader in the company anymore. There's other people who aren't just, you're not just delegating success to, you're delegating entire departments to see when you graduate to owner at 10 million to 30 million, this is where only 100,000 businesses in the United States are there right now. And your time, you go from delegating success to giving up autonomy of time. That means now you tell your team to tell you where you should be. Because at 10 million plus, if you're the one deciding where you're spending all of your time, I respectfully present to you that you are a liability. Your team will know better. If you build the right leadership team, they will tell you where to be. Your fallback question now becomes, how does my team get further ahead? You primarily are focused on building a better team at this point. Point and See, what happens to most entrepreneurs is they love the rush of the beginning of a business, or they love the lead generation, or they love selling, or they love something, but they don't ever just let it go because you have to start focusing on your team. And at this level, 10 to 30 million, it is all about your team. And get over the entrepreneurial fantasy that you're going to hire somebody who's going to do it all for you. It just doesn't work. You have to learn this stuff and every level of the billionaire code, you change massive behavior. To go from delegating success to giving up autonomy of time is a complete life change. Then your biggest need here is to scale communication systems and decision making. Because if you can't scale it over a large population and get the right decisions made, your business will fail. You have more exposure, not less. You have more responsibility, not less. You have more opportunities for mistakes. You have to have a clear communication system. And to graduate, you now have to start creating multiple levels of leadership. And then we get to investor 30 to 100 million. This is where there's only 70,000 in the US the time you coach and support your team to maximize return on time. Because you've just figured this out. Your fallback question goes from how does my team get ahead? How does my team get further ahead? To how do we help others get ahead? At this level of business, partnerships, associations, affiliations, they're supercharged. Your biggest need is now scalable investment management and tracking systems. Your business has become so big, you can't sign every channel, you can't be in every meeting. You have to have tracking management systems so that you can remote control the business and understand what's going on. And to graduate, you now don't just have to grow a leadership team, you have to grow a leadership development system. Because over 100 million. Your need for leaders is going to be the biggest vacuum in your business. Because when you get out of investor and you move to full entrepreneur annual revenue of over $100 million, there's only 22,000 and change here in the U.S. your time, you can now invest and give away leverage time. Your primary focus is to maximize your legacy and contribution. Your fallback question becomes, how do we help everyone? Because at this level, you really can. Your team is a full conglomerate team. Your biggest need is to scale your influence and contribution and to graduate you grow your legacy. This is the billionaire code. This is how it actually really works. And if you're at any level of this code, I want you to understand that you should choose whatever level you're at, look to the left, and if you're behind on anything there, or we can fill you in on the rest, I'll give you a URL in a moment. You have a liability, and that's where you should be focused. The reality to climbing this code is that when you look at it, there is a massive behavioral transformation at every level throughout this. Now, I've seen people go from the thinking necessary to be in the crowd to the thinking necessary to be promoters in a weekend. But I can tell you that the actions necessary to go from builder to operator to leader to owner, they start taking a lot more behavioral change and a lot more radical implementation. However, recently we've worked with some entrepreneurs, and in our programs, we tend to get some pretty insane results. And we've got some crazy ones. Ones lately that you know, like that whole disclaimer, your results may vary. We're working with possibly the fastest growing company in the world right now. It's a company named Gym Launch. When we started with them, they were right here in this level of operator. They were at 1 to 3 million. They were right around 2 million. And it was July of last year, and today they're right at this level, about to cross into this one. They're almost hitting $30 million run rate in about a little over a year. And from a $2.2 million run rate. And the way that they've done it is by applying rigorous communication systems, forward planning, and systems to hire the right people and have them be effective fast. And if you do that as an entrepreneur and then follow this system, that's when things will get really interesting for you. And that's when you can resolve this. The difference between the desire for us to make a contribution and that current infrastructure we have. You build it by doing exactly what's on the Billionaire Code. Yeah. And I'd love to answer any questions you have. And for those of you who'd like it, we'll give you a full copy of not just that sheet that I showed there, but a full spreadsheet that has a lot more lines on it with more rows of information. And also we will give you your personalized result for where you are on the Billionaire Code. If you go to billionairecode.com and then that way you'll get the full presentation. Not the full presentation, but the full content of the presentation I just made.

Yeah, that was great, man. This was the first time I heard you speak about Billionaire Code was at the ClickFunnels conference. And for those of you that weren't there, it was like 3,000 people and everyone just went nuts when you gave this talk. It was so awesome to see it live in another, you know, in a huge audience like that. So really, really well put together and it makes a lot of sense. You know, it's definitely nice to see the transition and I can look back and I can relate. And I can. I can also say with full transparency that some days you feel like you're back in the crowd.

You know what I mean?

Like, there's days all the time, man. It just hits the fan. And I heard you talking about this and sometimes I wake up this way too, and you're like, man, you just want to throw in the towel, man. And then some days you recover, you just snap out of it. And other days you're kind of dragging your heels and it might take you at least me, it might take me an hour to snap out of it. And my wife will see it on my face sometimes. She's like, it's one of those days for you, isn't it? And, yeah, you haven't once in a while and you kind of slide maybe feels like you're sliding on that scale, you know, throughout the day or the week. But it's quite fascinating to see, kind of map out even my own journey on that. And I can tell you, like, for us, and I'm, you know, I try to be transparent about this, that getting into, getting closer to that leader side of things, it's very scary. It's like this cliff, you know what I mean? It's not like a mountain, it's like a cliff you have to jump off of. And if you've got the right equipment, then it's gonna work. And if you don't, then you've got to put it together. So this is a really good roadmap for of us. Just out of curiosity, where would you. Maybe you can answer this. Maybe it's hard to. But a question that came in was, how many people in the functional medicine space would you say are in the leader level or above right now? Have you encountered any practices in that region?

Oh, man, very few. Very few. I mean, I, you know, here's. I think I can think of some hybrid functional medicine practices that I've talked to where they have some services and so there's not just one practitioner. I know some stem cell practices that are in that world, functional medicine, there's very few, but there are. They're out there. And usually it's. I mean, there's functional medicine businesses that are all the way in the past the entrepreneur number. But you have to look at your practice and then develop it as a business. But I would present to you that if you go through levels of this code, look at some of the. The functional doctors outsourching started institutions or done something different or added another product to their product line. So I know that there's definitely those who have done it. I just have no idea where we get the number.

Yeah, there are people in the functional medicine space that are doing those kind of numbers. But just to answer the question from what I know is that they're usually not just a practice. There's maybe some coaching, there's online revenue systems that they've generated maybe this product that they're selling that they've generated.

So once you start getting practice like they have an IV drip clinic or they have like a pharmaceutical or supplement shop or something where they have some deriving some other income.

Yeah, because it's hard to get up into that range with just a single service of functional leg or a kidney or a liver and. Or you'd have to have a fleet of practitioners. So if somebody's looking to get into that range, I don't even recommend doing it through the service model because you expose yourself to a lot of liability and there's a ton of moving parts and it's hard to pay attention to detail when you have like 30 practitioners in your office. If you're looking to do something in that range, then I would recommend a service or something, a course or a product, something along those lines. Lines. Would you agree with that, Alex?

You mean to get up into those revenue range numbers. Yeah.

Without losing your marbles. Right?

Yeah. No, I mean, yeah, we could help with that. We work with practices that if you're. If anyone who's on this call is, you know, you're already past the seven figure mark. That's essentially what we do. So reach out and we can definitely help you. But like I coach those bizarre like anomaly practices. So I coach a US Solutions solutions out in Seattle. Used to be Seattle Stem Cell center. They're like an $8 million a year practice. As Tammy Miraglia I coached Dwight Pacora in Fort Bend Dental. They're like a $5 million a year dental practice. So like that's. I tend to get the weird ones. Normal doctors don't listen to me. Doctors who are building hundred million dollar businesses, they definitely. That's my wheelhouse.

Nice. Awesome. So a few things that came in that I think is relevant to the people who are in this group, and one of them is, I feel like I'm dumping all my money back into my business. How do I achieve a balance between taking a salary and then investing at the same time? Any thoughts on that?

Yeah, absolutely. Whenever I hear that, I always wonder how closely the practitioner is looking at their numbers. Because. Because dumping your money back into the business just means you don't have a profitable business. And let's get real and talk about it in real terms. If you're not taking a salary, then you're working for the business and it's not working for you, and you're the lowest paid person. And so you have to look at everybody around you and understand they make more than you do. And so taking a real salary out of the business is something you should do as quickly as you can and then maintain it because it forces you to run a real practice. And that means you stop buying toys and you make more reasonable, more responsible financial decisions and you plan them out and you don't make impulse buys at events and all the other things that derail practitioners. And so real talk, that's how you do it. And we have a discipline that we teach every CEO that we work with where they have two things that they look at on a monthly basis. They have CEO metrics, what are a set of numbers that we have them look at. And then they have another spreadsheet that any of you can create called your minimum monthly spend. And what we have, every business that I work with, every business that I own, a percentage of, every business that I coach, every business where I'm sitting on a board, anything I have involvement with a business, I have these two documents, their CEO numbers and their minimum monthly spend. And the minimum monthly spend is a spreadsheet where you have every expense that you have on a monthly basis that is not discretionary. So all the required expenses for your business. Business. And then that way you can look at what you spent each month and understand what your discretionary spending is. And your goal is to eliminate it. Like literally eliminate discretionary spending. If you have to continue to invest in your business forever, then you. I mean, we will always have to continue to invest in our business, but our goal should be not to. So I think sometimes when I hear doctors say invest, I go like this with investment because sometimes it's purchases that don't really create an increase in revenue or anything else in the bracket. So I hope that answers the question.

Yeah, I think it does. And one of the things that we run into is as practitioners, we go somewhere, whether it's to a conference and then we feel like we've got to buy everything that's being pitched from the stage because we're in a hyper vulnerable position and we just get super distracted. So I think it's really important to identify, you know, where that money is going to be returning the biggest roi because nobody's going to do the work for you. So when you buy a program, you still have to do the work. And, you know, I find that sometimes people might spread themselves a little too thin. And it's easy for us to have, you know, shiny object syndrome as practitioners because we're always being pitched on something. Listen, guys, the reason people pitch you guys is because they know you have money and you just have to be careful so that it doesn't suck up.

That's not true. The reason they pitch you guys is because they know you're insanely gullible and they know how to sell doctors and they know how to push your buttons. I'm not telling you anything you don't know. And they know how to play your egos. And this is why I will never play to doctor's egos, because I don't want the doctors who want it. Because seriously, salespeople talk about how doctors are an easy kill. Because if you say the right things to a physician, you get them excited about the right buzzwords at the right time, they'll buy something. And so I would suggest that all of you have an absolute abstinence program for any purchases at any event, anytime. Because the reality is you can buy it two weeks later, even though they tell you you can't, you always can. And maybe you don't get a 20% discount, but if you look at all of the crap you've bought and how many times you wouldn't have needed it, the 20% discount probably wasn't worth it. So, yeah, no, we, I mean, we actually have kind of a rule with all of our coaching clients that when you go to events, you don't buy anything.

Where do you see personalized and functional medicine in the next five years? Where do you see this field trending?

Oh, man, Sachin. So there's so many different answers to that. So one is, I think we're going to see the. I think we're going to see the branding of processes and the branding of systems that people can use. Because I think one of the biggest deficits in the functional medicine space today is that every doctor has their own set of systems and the disparity in care, in functional medicine is insane. You get such different results with different doctors. And I think what we're going to see is more of a processes that are successful. So testing packages, analysis packages, prescription protocols, ways of treating patients that are protocol, prescriptions that are written and branded. And I think we're gonna see some of those go out into the market and people are gonna start to be to recognize those types of systems. Because I think right now when you look at functional medicine, the biggest issue for most consumers is it's confusing. They don't really understand why they need it. And then when they go to see a functional medicine practitioner, most have a hard time explaining it. And so I think that's a direction we're going to see. I think another direction we're going to see is the rise of the mega practice. I think more and more we will see practices that get into the three to $10 million space. Because when you have a radically good process and you can teach people that process and get a consistent result, I think we're going to see a lot more big practices with really insanely successful functional medicine practitioners. The big thing that's going to hold it back is the question around what are they going to do with regulations here in the US and everywhere else? Because the problem is if they start really looking at functional medicine practitioners, mega practices are going to be scary. So who knows? I think another huge, huge trend that we're going to see is consumer self education. That we already know that people who seek out functional medicine practitioners are usually more self educated than most. But I think that moving forward, we're probably going to see an even higher level of consumer self education, consumer self testing, and I think services and companies that cater to DIY consumers are going to do very well. Where is it that consumers can go where they can say, hey, this is what I want to know. Every six months I want to have this record. Not a record. A doctor tells me, I want a record for my life, a record for what I want. I think there's already a market of consumers that's been built around that type of thinking. But I think there's not enough services that cater to that type of thinking. I think as we see more and more services that cater to that type of thinking, in extreme cases you can see like the Amen Clinic. There's never been a visit to the Amen Clinic even considered for insurance. It's one of the most expensive procedures in the world. And it's not even a real medical procedure, but it's people Getting data for themselves. And so I think we're going to continue to see a lot more of companies providing data directly to consumers, and consumers being more of their own health advocates.

You know what, that's really fascinating that you say that, because one of our most successful webinars that we ever did was where we put the testing in front of the commitment. So typically when somebody joins our program, they would get, they would commit to the process first and then they would get the testing. And when we did the opposite, where we offered people the testing and then asked them for the commitment, you know, people jumped all over that offer. Like we didn't discount the testing, we didn't discount the consultation or anything. And people jumped all over that offer. And, and I didn't have a full explanation for it. I was happy that people did that. But we also realized is that a lot of those people that did that wanted to kind of take matters into their own hands. They just wanted kind of a one off consultation to then try to figure out themselves what they were gonna do. And I think that because it's a bit of a challenge for us as practitioners because we want to help that person, we don't want them to just walk away with all this data that even the average practitioner can't interpret and then try to figure it out on their own. Because as far as the system goes, we're still partly liable for that information that's on that lab testing and the recommendations we make. So the regulations as you alluded to, can also create some interesting challenges or opportunities depending on the direction that they move in around stuff like that. It would be nice where people can just get their own testing done. And then you have some AI algorithms that pump a product or a protocol for them and then it's directly shipped to them and the exact number of pills that they need. I mean, I think that future isn't actually too, too far away because that's a decade away.

It's less than a decade away. I'm already, I mean I have a really interesting mix of clients that we work with and we're working with, we're already working with a customized genetics testing company that's doing per doctor panels. So physicians who want specific specific panels tested, they can now go down to the genome and genetics testing. And it's not even hard to customize panels anymore. So when you look at like personalized medicine, it's going to get to the point where personalized medicine means hyper personalized. And there's one last trend. Sorry, I was thinking because I knew there was one more that I've really been seeing. And here's the other one. I think that we're going to continue to see a separation of wealth. And I think we're going to see that those who invest in their health are more and more willing and more and more ready to invest higher levels of money, but they want a higher quantifiable result. And I think that when you look at that with. And I think there is a ton of evidence that those who are enabled to go out and looking to invest in their health are spending more and more. And I think that's going to continue. But if you can't quantify and show what you're doing, if you don't have data, if you're not capturing data in your practices, if you're not getting clear case studies, you should be doing everything you can to quantifiably show what you're capable of, because those who have the money are willing to spend it. We just wrote a check for $40,000 to get a PEMF machine. And it's because I've been reading about PEMF for the last four or five years. I know the effect that it has on the body. We finally just decided to get it. In total, we probably have a half million dollar rehab facility in our house. And I'm not that huge unique. My friend Russell Brunson up in Boise has an entire gym in his backyard, a trampoline park, he's got a cryo chamber. I mean, it's not weird anymore for people to have this stuff in their homes. And I think that trend is absolutely going to continue. That the investment in health has not only become logically acceptable, but it's become trendy too. I think saunas are the new Ferrari.

Oh, I forgot to mention that. I wanted to write that down in my list of things you've influenced because I have a sunlight and sauna as well. And I would 100% agree. That's where I get. And my family gets the biggest roi. And as a father of one, and you've got two lovely daughters, the health of our children is so critical to our health and happiness and consequently our, you know as well. So I noticed that you wear an Aura ring. I didn't announce, but Aura is going to be at our live event in July. And then I also wanted to mention that one of the things that we do, and we've had clinicians do this, we should have a bunch of your entrepreneurs do this. I shared this at Genius Network with Joe and I had Joe on stage wearing a continuous glucose monitor. Have you ever tried one on yet?

Yeah, I've got one over here.

Yeah. So the CGMs are great because it gives you real time data and it gamifies, like balancing your blood sugar. And it can be life changing information. So I had one lady, she bought one, she runs a pretty successful old age home retirement home, and she bought it for her father who for years she's been trying to get him to change his diet. One week with the CGM and he changed his own diet, on his own and lost 30 pounds. Basically almost reverses diabetes at this point just from having that quantifiable data. So people are willing to make those investments if they can get numbers. And the beautiful thing about these numbers for us practitioners is it feeds into our evidence that we have for what we do and how well it works. Because if we can have this data, if we can quantify this data and collect it on our patients, it can be game changing for our outcomes measurements. And your patients are going to be more compliant. If patients can measure, they're going to be more compliant too.

Yeah. I have a very long obsessive history of measuring my blood sugar.

Do you use the Abbott? Is that the one you use?

I don't remember what drawer it's in, but I think it is.

Okay. Yeah, those are great. All right. Do you mind discussing briefly? I know you and Katie make an awesome team and she, she's super lovely, but I'm sure you see a different side of her than we do. Publicly facing and being somebody who works with his wife in the same office. And for many years we worked side by side next to each other. You guys seem to work super, super well together. Any tips or advice that you can give us? Because a lot of us watching this have supportive spouses. So what can we do to be better supportive as entrepreneurs to our spouses and vice versa? Any tip you could offer would be great.

So I'll answer that in two contexts. So one, if you work with your spouse, and then two, if your spouse isn't part of the business. So first, for both your marriage, like, I have two rules for entrepreneurial success. Your marriage is most important and transparency in your marriage is absolute. If anything happens, go back to rule one and then rule two and then rule one and rule two. Because if you treat your marriage as if it's most important, if you spend the time with your spouse that you need to so they understand what's going on in the marriage business, if you work together, but you take time to each other and you spend time together, the business will be more successful, period. And if you don't do those things, the marriage will affect the business and vice versa, and then you won't have the success you want. In fact, you can put yourself in really challenging situations. So if you work with your spouse, here's the key. There's two major concerns you should have. One is clear separation of responsibilities and do it in writing. We actually coach a process for this in our coaching group because most of the clients that I work with, I would say, well, not Most, maybe about 40%, are husband and wife teams working together. And it's something we're really used to working with. But one of the biggest challenges is husband and wife teams working together. There's no separation of duties. There's nothing in writing that shows what one person versus the other person does. So get a clear separation of duties. We teach an extended process for this so that it's really clear. But here's an easy process. Process. Get a whiteboard, put a line down the middle, write everything on both sides. Put one name on one side, one name on the other. And don't stop until you've got everything you both do. And then it'll give you a real picture of what's going on. Then put it in writing and separate duties. And then two, if you're working together as a couple, you have to have a clear communication and planning system in your company or it'll eat you alive. Or you'll just have to work separately in the business. And that. That's terrible. What happens to a lot of married couples is they end up working in the business together, but separate. It's like, you go do those things, I'll do these things. We don't really talk in between, and we both handle separate parts of the business. And I see it all the time. I mean, I've seen it in spouses that work in a restaurant together where one handles the front end of the restaurant, the other one handles the back half, and they treat each other like managers that they don't even know and then go home and pretend like they're married. The converse to that is when you create a clear forward planning system where you know as a company where you're going, and you can communicate that to your team, but also you can communicate it to each other as spouses. You can then anticipate where you're going, you'll understand what you need next, and you can then communicate and make decisions for the business. And when you Have a clear communication structure that also gives you perspective on the business. Business. Then you don't get into conflict with each other. You just go resolve it in the business. If that sounds easier said than done. It is. Sorry, it isn't. It's very difficult to do. It's a process that we teach. But if you put clear forward planning into your company, that's when you really create massive success as an organization. Having a communication system changes everything. We're working right now with an owner of a business. Her name's Mariah Caws. We've been working with her for four months. But she said the first month she really didn't do anything. So we should only count three. But when we found her, she was about a million dollar business. But there was only two people. They were having trouble hiring and they had a hard time communicating what they wanted to do. They've been working with our system for about three months and they've gone from two to eight and from two people to eight people and from around a million to about three million. So they've got a full graduation and a billionaire code in a quarter. But it's because they have a clear communication system and a structure so they understand where they're going.

Very cool. So what's it like when you work with a team or versus like an individual, when you work with, let's say a team like this team of eight people, are you working primarily with the CEO and the president or are you working with the entire team as a whole to create this structure?

So we as an organization coach COOs and CEOs or operators and visionaries or I mean, depending on the company we work with. We've got some crazy titles, but basically it's like the person who thought of the thing and the person who's helping him make that or helping her or him make that thing happen. And in a lot of cases that's husband and wife teams. In a lot of cases that's entrepreneur operator teams. So we're always working with two people in our high end group. And then we have a coaching group that's for businesses that are 300,000 and above. And in that lower, that's our low ranking group. And in that group we work primarily with just the CEOs. But in both cases we teach a communication cadence. That is how you not only manage the team but you plan forward. We teach the meeting cadence in which you get together with your team and then we show exactly how to hire the system to find out who to hire and to bring in the right people into the organization and our system is one of radical discipline and incredible process. I'm a passionate believer in minimum effective dose. Throughout my life I've had a ton of medical problems and so sometimes I use medical terminology in our business coaching and minimum effective dose is one of them. If you're giving anyone a medication that is in excess of the effective dog dose, then you're crossing into the line where you might get to the place where you're getting side effects you didn't want. You're giving them something they didn't really need. Same thing goes in planning, same thing goes in process. There's a lot of business coaches out there that have a ton of different process and a ton of different stuff that they coach. Here's what we do, Satya, and I'll give you this as a qualifier. Most businesses where there's a entrepreneur CEO, in most around million dollar businesses, that CEO is spending somewhere between 50 to 75% of their time making the business move forward. So that's communicating, talking to the team, trying to get the right things done. It's about 50 to 75% of their time. Most CEOs are working somewhere between 40 to 60 hours a week. That means that in a year it's somewhere between 1500 and 2250 hours every single year. 2000 hours a year is full time. So there are CEOs that are spending more than that just making the business move forward. We teach a communication cadence where we take that 2,500 2250 or 15002250 down to 300. And we have a system where business runs like clockwork and we tend to do very well with medical practices because I'm very much like, I think doctors and I think a lot the same way. And I see this, this entrepreneurial discipline you've been taught in medical school that most doctors don't see. I want you to maybe be aware of it for the first time right now. What you were taught in medical school was this system of observation, hypothesis, experimentation and result. And that's what you've been doing as clinicians for your entire career. Well, what entrepreneurship is observation, hypothesis, experimentation and result. And if you have a system within which you can do that in a business and have the right feedback so that you can look at it in a clinical eye, then you can explode your business as a practitioner. And the experience you've brought into it up until now will be exactly what moves you forward. That's why we do so well with doctors.

All right, makes perfect sense Very logical and I love it. A couple other questions. If you have a question, by the way, and you're tuned in live, then go ahead.

There's a couple in the Zoom chat that looks like a question. Good.

Go ahead.

How would a high end client quantify their personal health outcome? I think that that's client dependent and I think that one of the things that functional medicine doctors should be looking at is who's coming in and who's talking to you and who are you bringing into the practice. One of the biggest issues I see in functional medicine practice is that there's a complete and total lack of pursuit of an avatar. And it becomes like I'm going to work with everyone who wants to be healthier or everyone who wants to buck the system or something like. Like that. And honestly, that isn't going to work. When I look at really successful functional medicine practices, the ones where there's a system and a process and they get radical results and they're doing really well and the doctors aren't overstressed, it's because they're bringing in a consistent clientele that has a consistent set of issues. If you're dealing with somebody who's radically obese at one minute, a Paleo guy the next minute, a CrossFit athlete the next minute, and a schoolteacher the next minute minute you're going to be in a wide range of decision making processes. You start bringing in a consistent avatar, you can create consistent systems and your business will grow like crazy. And what will happen is you'll bring in the right high end client that you've already quantified the outcome. So sorry if that didn't answer the question directly, Scott, but for me it's more you should quantify an outcome you create and then go find the clients that want that outcome.

Yeah, I think that's super important. Dialing that avatar in is. Yeah. And it's the challenge that a lot of doctors face because they're, because of the capabilities of a practitioner is that, well, we can help anyone with any condition.

Right.

And so the tendency for a lot of practitioners, especially starting out, is they'll take anyone that is ready to pay them and get started so that they can work on them. But sometimes you know that especially in the first few months or even in the first year of practice, their whole schedule is kind of all over the place in terms of who shows up. So it could be that scenario where you have four patients and each one of them is a completely different avatar. What would you say is the best way to dial in that avatar, Because I get that question a lot and I know my answer. But I'm curious what your answer is. How do you choose an avatar?

Well, I think you have to choose an avatar. What's the group of people you would work with anyway? What's the group of people, people you want to work with? What's the research you're doing anyway? Who are you? Like, what do you care about? And the functional medicine doctors I know that are most dialed in with avatars are their own avatar. They're like crossfit athletes, and they deal with crossfit athletes, or they're in the paleo scene, and they deal with mostly people who are paleo because they're doing the research and they love it anyway. And they would be doing it anyway. The biggest issue I see with doctors and avatars is that you guys don't talk to people. People. You talk at them, and you need to get responses back from them. And here's my secret to. In fact, this is the secret to becoming the worldwide expert in dealing with your avatar. Interview somewhere between 40 and 100 of them and ask them questions about what the service you provide. So ask them questions about their health. Ask them what's important to them. Ask them what they care about. About. Ask them how much they've invested in their health. What have they invested in? Did they feel like it was a good investment? Ask them what they plan on investing in their health. Ask them what their biggest frustrations are with doctors with medicine. Ask them about this. And if you are willing to go out and interview, for example, 40 to 100 CrossFit athletes, you will know them better than just about any doctor out there selling them. But it takes time, and you can't hire somebody to do it, or it doesn't really work. But where I've been able to get practitioners to do this, we've had some ridiculous growth. And when I say ridiculous, like the Seattle stem cell center that I was telling you about, I think they're an $8 million practice today. I started working with Tammy about two and a half years ago when she was at 700,000.

Nice.

Yeah, I love it.

So one thing that we do and what we encourage our mentorship clients to do is a discovery call, and that if you're tuning in, that's a perfect opportunity for you to ask these questions. So a lot of us might have the tendency to get. Want to get like this. They have this idea that I want people to just pay for that initial consultation and just schedule and come in and see me without doing that discovery call. But that discovery call, even if that person doesn't buy anything from you, is part of that market research that's essential in. In understanding who your avatar is, understanding their objections, understanding the lingo and the dialogue and the jargon that they're using, and being able to really speak that language is so important. So keep doing those discovery calls because as Alex said, that could be an excellent opportunity for you to learn your market.

Yeah. And if you're willing to get on a call with first, if you figure out who your avatar is and you have them dialed in enough that you could pick them out of a room, like out of 100 people, there should be like three or four of your avatar. They're not everybody. If you can talk to 40 or 100, that is your key to becoming the thought leader for that group of avatars. When it comes to functional medicine, if you're willing to put in that time, it will change your entire practice. And I think if you know there's two or three hundred people on here, there's probably three that'll do it. And to you guys, more power to you.

All right, so I want to be honorable if you your time, and I could keep talking to you for hours and hours and hours, as I'm sure many of us can. Is there any pearls of wisdom or in addition to all the pearls you've shared today that you want to perhaps embed in us or hammer into us that we can start applying immediately so that we can start seeing some outcomes and results? And I definitely want to let people know how they can connect with you and learn more about what you. What you're doing in the world.

Okay, sounds awesome, Sanchin. So, like, what would be the last few things that I would tell you? I think there was a question that you gave me that was submitted that was something like, what would I do if I could go back and start over? Or what do I wish I knew starting out? So I think that's the most important thing because I think a lot of you are in transition. And if you are in an entrepreneurial transition right now, the thing I wish I knew when I was starting out is that the faster you apply a consistent framework to your business and the more you understand the results of what you're doing in that framework, the faster your business will grow. I saw a quote from Michael DELL probably about 10 years ago, and he said, give me a consistent framework and a good idea, and I'll show you a billion dollar company and what he was saying is if you have a framework that works over and over again and you have a good idea and you have put the two, it can go as big as you want. My life has been an obsession in frameworks and systems. I think as a kid the personal development I listened to all the reading I did around people's lives was all around lacked so many tactics that what I did was start creating those tactics and systems and structures. What I can tell you from personal observation and from working with entrepreneurs themselves is that when you have a clear forward planning system where you know where you're going and you can articulate that to your team, they trust the steps along the way, your entire business will change. Because if you have a business where you, and that's even before you have a team, when you have a clear forward planning system just working on your own where you can start to predict results, you will trust yourself to do more, to show up in a different way and to create much greater outcome. And so what I always tell entrepreneurs they need and so few of us have less than 1% of business have a clear forward planning System. Less than 1% of businesses have a clear communication cadence that will scale with that company as it grows. And less than 1% of businesses have systems through which they identify who to hire and make them effective within the organization. If you don't have that from someone, come talk to me us. But that is how you resolve the growth of a business. And the reason you haven't heard that before is because it's not sexy, it's not marketing, it's not funnels, it's not talking about million dollar weekends or going out and making seven figures in 90 days. But what it is is the reality of how you grow a very large, hyper sustainable business that can grow to any size you want.

Amazing foundational stuff, right? The stuff that not too many people want to chat about because it's not the flash in the pan stuff.

Well and it's, you know, the fact is Sachin, the other stuff like goal setting is really fun to teach. Goal execution is hard to be around for. And my whole career when, you know, my early career I was a consultant at the Fortune 500 level and I was very fortunate. When I was 21, I got an opportunity. I signed Fuji Digital Media as my first client as a consultant. The second one was SanDisk, the third one was Fuji Digital Cameras. It was pretty intense, insane. But when working at that level, you have to have frameworks that get consistent results. Not only do they have to have Consistent results. They have to be easy to apply and fast. I've spent a lot of my career working at the highest levels of the C suite of the Fortune 500. And you'd be shocked at the people who move the world around like puzzle pieces are those with the shortest attention span who have the hardest time with system, the hardest time with process. They're usually dyslexic. And so I've worked with the most successful people in the world. And our systems, our structures, the way that we teach is radically simple and incredibly just disciplined. If you push play on our systems, your business will grow.

Okay, what is a company that you admire? What's a company that you know that's a public facing company that most people would know that you admire?

You know, I think it's a cliche answer, but I would say Apple Computer, but for different reasons than most people give. I was a huge like massive fan of Steve Jobs growing up. He was one of my heroes. And I think Apple is one of the most uniquely run businesses in the world. But again, not for what most people know. I think that some of the things that Steve Jobs. So every great CEO like Steve Jobs has to decide how are they gonna make their baby surv, how is that business going to survive? And some of the things that Job did were so incredibly genius for a CEO. He had a list called the Jobs 100. And there was 100 people within Apple every year that were selected to spend time at different events with Steve Jobs where he cultivated this leadership attention at different levels of the organization every single year. And you look at that, and that's just such a visionary thing to do as a CEO, knowing that you won't be there forever, you start building the thing whole, those leaders aggressively early. I think that's just incredible. I look at the simplicity with which Apple Computer is run and it blows me away. These days you go into entrepreneurial businesses and it's crazy how much crap it takes to run a business. And when I say crap, it's because I think most of it's crap. Basecamp and Trello and Asana and blah blah, blah and, and all this other shit you need a password for. Like, screw it, I don't have time for it. This is what you, this is the entire technology burden for a new team member. At Apple Computer, you have to know how to use Keynote online, which is a presentation system, an HTML wiki program which basically is like publishing a word document online. You have to know Apple messenger and Apple Mail, four programs. And you're an employee at Apple, my Cousin manages an 85 person cross functional team that developed the button on the iPhone 7. He is a project manager at Apple. His entire technology burden is those four projects programs. Some like I'm coaching entrepreneurial businesses. I've got one that's in the property management industry where new team members have to learn 11 apps. 11 apps. So it's crazy how much different crap is out there now.

I mean, you know, we kind of fall into that burden as well to run our practices. And one of the things that we're all waiting for is the holy grail software that, you know, consolidates a lot of things like our EHR and our messaging system and our website and our autoresponder and our sales pages. I mean that's pretty awesome to be able to work there and only have to master those four things. I don't even see the Excel app on there, which is great news for me. So I probably qualify technologically to work.

There, to work at Apple. I think the other thing that's so cool about Apple, when you look at the building that they have, Steve Jobs knew one thing, that the place where the smart people go work is the place that, that wins. And from the very beginning at Apple, he created an atmosphere that smart people wanted to work at. Even though sometimes it was a really rough, sometimes people would say abusive atmosphere, smart people still went there. And the new building that he created, I mean, I've got some pictures. Team members aren't supposed to send pictures out, but my cousin showed me a couple of different cheese. He created a sanctuary for brilliant people to go be their best. And that is so incredible that it blows me away. He pulled it off and he got that building built like Apple created a technology to make the glass for the building because he wanted it that way.

Yeah, I remember he bought the factory in China to make the glass for stores. Yeah. That's amazing, man. Did you ever get a chance to meet him, by the way? I'm curious.

I saw him speak at a couple of the events in Vegas, but I never got to meet him.

Okay. This has been awesome, man. This has been really great. And I know that everyone that's tuned in has been giving me some positive feedback and I love it, man. I love spending time with you, I love chatting with you and glad you're able to share your gift with us today. I look forward to maybe doing this again. I know we're going to get a lot of questions. You're going to need a lot of input and feedback and let's see if you're up for it. If you're open to it, maybe down the road we can do this, this again. Absolutely. Yeah. So get back to your family, brother. Give Katie and Meg and Reagan and Kennedy a big kiss from us and our family. Give us a big hug and thank you once again for being here with us tonight.

You got it, man. And for anybody who wants to, the place to get the best information from me is the podcast. So just so everybody knows, it's Momentum Podcast and what you'll get in there's like 250 episodes, but it's the same content we used to sell. It's a lot of our earlier product and a lot of the stuff that now we give away enough so that you get to 300,000. So if you're under 300,000 rekia, I saw asked, do I coach 100 to 300k practices? We work with you in two ways. One is the podcast and another one's a product we have called Momentum Masterclass. But on honestly, go to the podcast first. That's gonna teach you more than our paid product if you go there first and cycle through what's free.

Yeah, it's a really great podcast because the episodes are short for our short commutes. Or in between patients. Yeah, in between patients. Or if you're getting ready in the morning, have it playing in the background. So it's not those three hour Joe Rogan marathons where it's so. I love the fact that it's like concise, to the point. Not a single word is excessive or unnecessary. So that's just how you do things, man. I love it.

Awesome. Well, thank you, brother. And I'm looking forward to being back later in the year. And thanks for being here, everyone.