Why Brilliant Experts Stay Invisible | Expert to Authority Summit — Day 1 (LIVE)

Hello, hello, hello. Good morning, good afternoon, good evening, wherever you are in the world. I want to officially welcome you to the Mindvalley Expert to Authority Summit. And as a matter of fact, let's just make sure all the tech stuff is working. Let's get a gauge on whether the chat's functioning. So go ahead and drop into the chat where you are tuning in from in the world and what time it is. That way I can guess whether you're drinking orange juice or vodka, or maybe orange juice and vodka. So go ahead and drop that in the chat here. We got people in Spain, we got Chicago, we got Philippines, we got South Africa, we got Germany, we got New York, we got Guyana, we got the UK, we got Denmark. You guys are all over the place. I love this. I love these, these summits so much because of this. You guys are here every quarter. Every corner of the map, every time zone, showing up for 3 days, and you're either really committed, a little bit crazy, or you love Vishen's accent. They're all good, valid reasons to be here, but regardless, you are here, and I am just really honored to be here with all of you because I know what it takes to carve out 3 full days to focus on something, to give up your weekend to work on your business, to work on your life, to work on something that could be exponentially valuable. for everything that you're building right now in your world. Some of you have had to reschedule important meetings, cancel plans, tell your family and friends that you are going to be completely unavailable for a few days. Some of you actually probably have small children or grown children that are banging on the door right now and desperately need your attention, but you are doing the right thing by ignoring their needs and being with us instead. Okay, in all sincerity, this is a big commitment, and you have done your part to show up, and we are going to make sure that it is worth every minute of your time. I promise you that. And on behalf of myself and everyone you're going to learn from over the next 3 days and the incredible Mindvalley team that's behind the scenes that are working on all this this weekend, we see you and we see your commitment and we don't take it lightly for a second at all. It's a big deal. We know it. Now, for those of you who don't know me, first of all, shame on you. Second of all, my name is Jason Goldberg. You can call me JG. So a little more about me. After a decade of me being in tech consulting, I decided to start coaching and speaking back in 2013. And I built my business and built my following from nothing, like most, if not all of you. And if I'm honest, I did way more wrong than I did right. I spent years of time, I spent loads of money, and I spent tons of frustration on things that I really thought were going to move the needle and actually get me to that level of income and impact that I dreamed of, for me to become that authority that I wanted to become. And I told myself I was testing, right? But I was guessing. You know, they say practice makes perfect, but that assumes that the practice that you're doing actually has the potential to create results. And mine at that time did not. Now, eventually, I kind of figured it all out and it started working. And I ended up being one of those people that was a go-to name in coaching and consulting. I started getting paid to fly all over the world to speak. I was booked on podcasts and TV shows and having, you know, selling out high-end programs and individual coaching to celebrities and gold medal Olympians and leaders across all industries. And now I'm doing the same thing for my supplement company, building that brand alongside my founder brand. Now, the reason I'm telling you all this is because I know there are 2 kinds of people who are in the room right now. Now, some of you are here because you want to become the authority in your coaching or your craft, whatever your modality is, the name people say yes to without hesitation, and you become the go-to person Whose reach and impact speaks for itself in the world. And some of you are founders, and you have a product or a service, a business that you want to build your founder profile around so that business gets known as a true market leader. Both of you are in exactly the right place. So first of all, which one are you? Just drop in the chat so we know here, expert or founder. Which one do you classify yourself as right now? Go ahead and drop that in the chat so we know who's in the room with us. Yeah, we got both. We got founder, founder, expert, lots of experts, lots of both. I love that we have both, right? Because the fact that you're an expert and you're a founder, that means you're going to get even more out of this because you can apply it in so many different ways. So I love that. Thank you for sharing. See, I now know that if I had had access to an actual system like you're getting access to this weekend— I don't mean hope and vibes and hustle, I mean like a real system— it would have drastically reduced the time that it took me to get to whatever level of success that I I was able to create. Years that I spent guessing could have been months. I could have reached more people, had more wealth, more impact faster. So drop a yes with like a ton of S's in the chat if that's what you came here for— more impact, more freedom, more money, more everything, but way faster than if you tried to figure it out on your own. Yeah. Oh my God, there's like 27 S's in there. What are the people here just— it's all S's across the screen. So you know you're in the right place. I love this. Now, I really love being in rooms with people that are like you, because there are some rooms I go in where I'm the expert and everybody else is kind of a beginner. They're just learning their craft or their modality or whatever they want to become an expert in, which is really fun and really beautiful in its own way. But, but this room is special, because this is a room full of people who already know exactly what they're doing. They know they make a difference. You're facing what I would call an upgraded problem. And it's one that I've heard the vast majority of expert coaches and thought leaders and founders that I've worked with over the years, and it's some version of this. I know that when I get somebody in front of me, whether it's one session, one training, one conversation, one experience of what I do, I know I can change their life. I know I can change their business. I'm completely certain of what I can do with people. My problem isn't the work or the result that I get with them. The problem is that I can't get enough people in front of me to actually do more of it. Now, if that sounds familiar, drop a me in the chat. If you're like, you know what, I know I make a difference, but I just can't get enough people in front of me to do that work.

Tons of—

yeah, see, this is exactly why I love you guys. You know the work you do is so important and so impactful. You just need more people to do it with. Now, some of you have been doing this for years. You're already making real money, just not enough people know about you. Some of you haven't sold your expertise yet. It's not because you don't know your stuff; it's because you haven't really quite cracked how to do it. And again, both of you are in exactly the right room. And there's some of you here I know that are further along. You're selling, you're making six figures or multiple six figures a year already, and you're looking to go to that next level of worldwide authority and massive impact. And for you, I want you to keep something really specific. Specific in mind. If you've been at this a while, it's actually really likely that you skipped some fundamental steps along the way and just kind of figured it out on instinct. You were using your gut and, you know, metaphorical duct tape to make it all work. It's kind of like what I did, and it's admirable. But if there's a piece you hear this weekend that sounds like something you already know or you've already mastered, I want you to listen with new ears anyways. Because what I've seen so often, including with my own story, is that sometimes you have to unlearn what seemed to have worked in the past so you can learn how to really scale the right way sustainably for the future. Now, I want to get honest for just a second. I hope the team doesn't get mad at me here, but we are at a Mindvalley event, and if you've been part of Mindvalley for a while, you know the vibe here is very spiritually evolved being and very I release what no longer serves me. But I want to get real for a second here. Why does being evolved mean that you can't still be a little bit petty? Like, for example, who here has been scrolling on Instagram and you see somebody who's doing work that's similar to yours with an audience that's 10 times the size of yours, making the kind of impact that you know you're capable of, and you thought some version of, I'm just as good as they are, or maybe even, I'm better than they are? Now, just so you don't have to officially out yourself, just drop a maybe in the chat if you might have possibly thought that once or twice. Yeah, you guys aren't even saying maybe. You're like, yes, like 100% yes. See, nobody usually wants to say that out loud because it sounds unevolved. It sounds like jealousy. But to me, it isn't jealousy. It's actually something a lot more useful. It's proof. It's proof that some part of you already knows that you're meant for more. So today, and for the rest of this weekend, let's agree to let that pettiness be your fuel. Not the kind of fuel that roots against somebody else— this isn't a zero-sum game, there's more than enough room for all of us— but let it be the fuel that says, I didn't come this far just to come this far, and if it's been possible for anyone else, then why not me? So drop a deal in the chat if you're game for all that. Just drop a deal so I know that you're in.

Cool.

All right, awesome. We are on the same page. Now, I'm gonna get through this quickly. Couple of quick housekeeping notes, and then we can officially kick off with our first session. I unfortunately am not able to see your faces on camera, which is gutting to me, but I will absolutely be watching the chat. So that's where I want you to show up. Drop your reactions, drop your ahas, drop your favorite dad jokes. That's just for me personally. And of course, tell us when something's really landing for you. Like, capture those breakthroughs in the moment for yourself. And for your fellow experts. And of course, in the chat, keep it kind. Please don't do any self-promotion. And I want you to remember, your fellow attendees are peers, not prospects. And one last thing, and this is a really important one. This isn't a dip-in-and-out kind of weekend. Everything you learn over these next 3 days connects. So however you protect these next 3 days, block the calendar, tell your team, put your phone on do not disturb, go into witness protection, whatever you need to do. Just do it now. And there is nobody better to open these 3 days than the man who built the system being taught, the system that will take you from expert to authority. Now, Vishen Lakhiani started Mindvalley over 2 decades ago. No venture funding, no outside investors, which is insane, and just a relentless bet that if you become known for the right ideas to the right people, then the world finds you. That bet built a company worth over $100 million, and along the way, he did the same thing for over 110 other people, turning experts that nobody had really heard of into some of the most recognized names in personal growth. And this weekend, for the first time, he's teaching you exactly how he did it— how to build a message people can't ignore, a business people can't help but talk about, and a way of showing up that turns being good at what you do into finally being known for it. So please welcome the founder of Mindvalley, Vishen Lakhiani.

Welcome, everyone. It's so good to be here with you guys. Today is a very interesting day for me. Number one, it's actually my son's 19th birthday. And, you know, as a father, one of the most interesting things that you experience is 90% of the time you spend with your child, it's before they become an adult and go off to uni. And my son just started university in Florida. And the last one year was really about being a dad. And as I now go through this new era of my life, I'm where my son is an adult. I wanted to get really good at delivering one really remarkable thing to the world. And so I asked myself, I assembled a few Mindvalley authors. We were at Soho House in Stockholm a couple of months ago. I was there with founders. I was there with many authors that I work with. And I said, listen guys, you know, what's the most valuable thing I could teach to the world? And a doctor in the audience, a brilliant chap that I know, raised his hand and said, Vishen, you know, I love what you teach about mindset and stuff, but you have a gift for building author and expert brands. And you can probably do that better than anyone else in the world because nobody else has been able to dominate in so many different categories of being an expert. You have a methodology, you've used it for Mindvalley, you've published over 100 courses. But what if you shared this methodology with the world? Imagine the impact you could make. I sat with that. For about 3 months. And in that 3 months, I started putting a curriculum together, taking 20 years of experience building up author brands. And this is what we're doing at that— at this summit. I'm gonna take you into some of the most valuable pieces of this curriculum to teach you how to become a recognized authority in your field. Because you see, there's a problem in the world today. And the problem is this: it is often not the best expert who gets recognized. It is the expert who understands marketing. And the problem is, sometimes it's not the best people who understand marketing. I want to ensure that the best gets recognized. I want to ensure the people with the ideas that can make a better world for my children and your children are the ones who are blowing up. On the web, the ones who are getting bestselling books, the ones who are getting podcast appearances, the ones who are mastering the stage. And this is what we're gonna be talking about over the next 3 days. So welcome to Expert to Authority Summit. So we're gonna have 3 days of presentations. Every talk is gonna be between 30 to 40 minutes, and we're gonna move fast. And my goal is to deliver insane value. Today, we're going to talk about the foundation. We're going to cover how to create the basis for an expert business. I'm going to bring in Marissa Peer. She's right here in, in our, in our studio. We're going to break down how her business scaled to over $20 million a year in revenue. I'm going to go deep into how to market and position your business, how to create your signature idea. We're going to assign exercises that are instantly going to make you see gaps in your marketing and how to fix them. We're gonna analyze some of the most incredible speakers on Mindvalley and see what made their talks take off. And we're gonna use a, have a lot of fun and we're gonna do a lot of case studies. Okay? So most important thing is this, don't get distracted. This is gonna be an incredibly powerful set of learnings. It is not, it is not just intro material. And what I want you to do is to commit. So have a pen, have a notepad ready. Every now and then I'm gonna put an important slide on the screen. I want you to be able to take a photo of the slide. Those of who signed up for the VIP upgrades, of course, we're gonna send you all of the notes, but still pay attention. Now, today we start with the foundation. And the first thing I wanna address in the foundation is this: why most experts stay invisible. You are not invisible because you lack knowledge. You're invisible because you lack positioning. We're gonna talk about how to start creating that positioning. But the first step to that positioning and the first step to this event is to actually get inside your mind. You see, I've built many incredible brands. I worked with Jim Kwik when he was at 50,000 fans. We launched an ad campaign for Jim Kwik. That's the guy on the, right on the right of me. That ad campaign was for a program I produced with him called Superbrain. We created a webinar for that program and we created an ad campaign. Superbrain went on to sell $20 million a year of a single course. Jim Kwik went from 50,000 fans to 2 million fans because in the ads that we were running, I asked people to follow him on Instagram. This was just one brand. Next to me is Marissa Peer. Marissa Peer was a speaker at Mindvalley. I signed a deal with her to produce a program called Uncompromised Life. On the tail end of that program, as it blew up on the internet, Marissa built a coaching business with $20 million in revenue, certifying hypnotherapists. Next to her is Eric Edmeades. Eric Edmeades created a health program called WildFit. He was testing it out with a group of people, including me. We were all friends. We were all part of a speaker mastermind. WildFit helped me go from 22% body fat to 14% body fat. I fell in love with it. I told Eric, let me get this out to the world. We blew up WildFit in 4 months, and in the subsequent year, I was responsible for 60% of all WildFit traffic. I believe now it's maybe 70%, 80% as we brought WildFit into Mindvalley. All of these— Jim Kwik, Marissa Peer, WildFit, plus many more that you heard of, Reagan Hillier, Jeffrey Allen, LifeBook— all followed a specific process. And I'm gonna share a lot of that process with you. Right now. So what you're seeing here is actually that process. Now, I don't blame you if you look at this and you're going, what the heck? This is the simplest I could put it on one slide, and I want you to take a picture. Okay? Now, this slide is not gonna make that much sense right now, but as we go deeper in this summit, it will start to click. You will start to understand. What is going on here? And this slide represents— this is a framework I use every time I sit with an author, every time I sit with an expert to understand how we can scale them to $20 million. So I call this the $20 Million Map. Okay, now you guys ready to go in with me? Now, if you feel overwhelmed by this, it's okay. This is just gonna be a 2-minute overview, and for the next 3 days, we're gonna go into these details. Okay, so right at the center, you'll see something called a simple purchase. That's a course for $19 to $99. That's it. Surrounding it is advertising. Advertising comes from Meta or Google. Above it is social media. This is your content strategy. Below it is email. This is your writing strategy. So a good author has Meta ads running, Google ads running, is producing content, and is producing writing. So social media, advertising, and emails are all driving to your simple product. Now, your simple product, as you sell it, produces 3 different types of connection with your audience. There's your social media followers, there's your buyers, and there's your email list. Social media followers, buyers, email list. Following me so far? The step to now go from doing maybe— so if you do this well, you could do $50K, $100K. That's pretty good. But if you want to get to $20 million, what you need to do is understand how to scale content, how to scale meta advertising, Google advertising, and writing. And by the way, this was insanely hard 10 years ago. But today, with the right AI, It's incredibly fast. Now, when you do that, what happens is you build a following. You drive this following to content-based events. So a content event could be a webinar. You'll see I frequently do webinars, or a content event could be a summit. This is what you're attending right now, a 3-day summit. Summits are free, or you pay maybe $19 for a VIP upgrade for notes. Now, from the summit, you drive people to high end. This is where you make money. High end could be a 90-day transformation as a coach. It could be one-on-one coaching. There's also another tier of high end that's in the blue, and these are events, guilds— a guild is a mastermind— or group mentoring. This is where you mentor a group. We have all of this. So a great expert business covers this entire spectrum. Now, don't worry about this for now. This is an overview. It's, it's mega high level. We're gonna break it down over the next couple of days. So I now want you to take the stress off your head. Oh, I don't understand this. This is too complex. Park that all aside. It's gonna get simpler and simpler and simpler, and the fonts are deliberately small. Because I don't need you to understand this right now. I'm simply giving you an overview. It's like before teaching you how to drive the car, I'm opening the engine, opening the hood to show you the engine. You don't need to understand the engineering of the car. You just have to know how to step on the accelerator, how to move down a road, how to turn the steering wheel. But I'm showing you that there's a depth and sophistication for this. And for those of you who go deeper, And you understand the engine, you'll be able to go even further. Makes sense? Okay. Now let me tell you a story. So this is an actual picture of how I started. This is a picture of a seminar room at the Holiday Inn on 59th Street in New York City. Now, I had no assistant. I was teaching classes as a facilitator. I didn't even have my own system. So I got certified for, for, I think about $10,000 in maybe, maybe $12,500 if you, if you go back to 2002 money, $12,500 to become a Silva facilitator to get the right to teach Jose Silva's method. And there were about 100 other Silva facilitators all around the world. Paid $12,500, got certified, started teaching the class. Then I faced the problem. Most of the seats were empty. I couldn't get people in the class. So I had to figure out how do I get people? I knew how to teach, but how do I get people to show up? And eventually I was able to fill. So if you look at the number of seats over there, now the last 2 seats, that's where I sat. But there's about space for maybe 15 people. And that was a good class for me. 15 people. When I calculated the profit I made Working an entire weekend. Okay. I would go home with maybe $3,000 or $4,000. Now, that's not bad in 2003, 2004 money. That's maybe like $8,000 today. That's pretty cool. And that $8,000 was— I was proud of it, but I could only afford to bring in 15 people every 3 months. So, that was $8,000 every 3 months. And after cost, maybe 5 grand. So I still had my day job. But the thing is, I so loved teaching. I continued doing it for 5 years. For 5 years, I was at that level. Now, wasn't much money, but I started figuring out how to build websites and how to bring people into seminars. So I was— my background is computer science, so I was able to wire a website together. These were the days before Shopify where people could sign up, buy a ticket, all of that fancy stuff, right? And a friend of mine introduced me to an author by the name of Bob Proctor. Bob was launching a product, and Bob needed a really good website guy, someone who could build a website, someone who could build a product. And Bob became a mentor. Bob was the first man to actually put me on stage. He asked me to introduce him. It was in Kuala Lumpur, Malaysia, in around 2007. My first time on stage, I was petrified. I completely embarrassed myself. I tried to make a joke, zero people laughed, and Bob Proctor had to get on stage, pull me off, and basically entertain the audience. But we became friends and he became a mentor. Now, I was living in Malaysia. I had a 1-year-old son and I was happy with these small classrooms. And I would travel around the world teaching this class and I would make very little money. Now, one day I show up in London. It's 2008. I'd been teaching Silva classes for 5 years, and Bob was teaching a huge event in London, thousands of people. So he said, Vishen, I know you're in London. Why don't you come visit me during lunch? Let's catch up. So I go to visit Bob Proctor during lunch, and he asks me, so what brings you here? And I go, well, I'm here to teach a class. And Bob gives me that look, that look in that picture. And he goes, what class are you teaching? And I go, well, I'm teaching this class called Silver Method, and I have around, you know, like 25 people showing up in the class. And Bob goes, wow, that's fantastic. How much are they paying? $8,000? $10,000? And I go, well, Bob, it, you know, it's, it's, it's kind of a small class. I've just started. I lied. I've been doing it for 5 years. I'm charging them $600. I lied. I was only charging them $400. So Bob goes, hmm. You probably take home what, like $5,000 with that? And I go, yeah. And he goes, that's not much. Well, at least you get to fly business class and visit London. And my face sank. And Bob looked at me, he gave me that look and he goes, you flew coach, didn't you? And I go, yeah. And he goes, how long did it take you to fly to London? I said, 19 hours coach. And he goes, so let me get this straight. You got a 1-year-old son. You flew 19 hours coach for $5,000. And then he crunched up his face like Bob Propka does that. And I knew he was disappointed. Like, I could feel the disappointment emanating to me. And he goes, son, I wouldn't do that if I were you. You're capable of so much more. And in my mind, I'm thinking, goddamn you, Bob Proctor. How dare you challenge my reality? In my mind, I'm thinking, you, you, you, you with your British-Canadian, whatever you call it, accent, you with your fancy suits, with your crunchy face, with your goddamn good cologne. How dare you challenge me and say I'm playing small? But in my heart, I knew he was right. Bob Proctor put his hand on my shoulder and he said these words, vision, vision, vision. You gotta think bigger, son. And then he dropped this quote, do not ask if you are worthy of your goals. Ask if your goals are worthy of you. He said, I've worked with you for 5 years. I know what you're capable of. Stop playing small. I want you to dream bigger. That was Saturday lunchtime. I went back, taught the final day of the Silva class, and then I quit. I quit teaching Silva. For 2 years, I experimented. I decided to ask myself, what can I do that's bigger? 2 years later, I decided I'm no longer teaching in a freaking Holiday Inn to 20 people. You see, Bob Proctor put me through something called the beautiful destruction. That's a phrase I coined in my book, Code of the Extraordinary Mind. And the beautiful destruction means this. Sometimes you have to destroy a part of your life that is merely good to allow something truly great to enter. The core idea is this. Most experts stay stuck because they do not choose to grow. Staying small is a moral failure if your work is genuinely valuable. And there's a cost to invisibility, not just you, but to every person you never reached. Choosing growth is therefore an ethical obligation. Look, there are 15,000, 20,000 people who signed up for this event, but this event wouldn't be here if Bob Proctor hadn't kicked my ass. And if Bob Proctor hadn't kicked my ass, maybe you wouldn't have heard of Lifebook. Or Reagan Hillier. Maybe other people would, but maybe not you. Maybe Mindvalley wouldn't have hit a million-plus members. Maybe thousands of people wouldn't be showing up to Mindvalley U. It is an ethical obligation to get your idea out to the world. Now, this is what happened. In 2 years, I went from this to creating Mindvalley events. And you wanna see, I wanna show you actually what the events now look like. This is our actual event page. So just check this out. It's different. It's now thousands of people. It's in with guests like Gwyneth Paltrow, events that last 2 weeks. But in 2 years, I went from teaching a small webinar room to launching A-Fest in Costa Rica, 250 entrepreneurs paying 3 grand each to show up to Costa Rica. I got on stage with world-class teachers and authors, all because someone kicked my ass. On my stage, I've had Joe Dispenza, Stephen Bartlett, Jay Shetty, all because I chose to grow. So my question to you is, are you satisfied being stagnant? Or Are you ready to get to the next level? You see, the universe will give you what you ask your mind to aim for. And many people are stuck because they never give their mind a bigger goal. I do not want that to be you. So this is our deal today. I'm gonna guide you through an exercise for you to frame your vision for yourself. We're gonna do that shortly. But first, I want to tell you what happened since that conversation with Bob Proctor and why you want to learn from me. I wrote a book called The Extraordinary Mind, became the number one book in the world, and it became the number one book in the world, literally number one book in the world. Overtook briefly the combined works of Tolkien, the combined works of J.K. Rowling. Number one book, not in a category like personal growth for Indian men over 40. but in every category on Amazon. And there is a system because I replicated it. This is my second New York Times bestseller. Number 2, I built over 20 brands doing $10 million plus per year, some doing $30, $40 million. Third, ever heard the word masterclass? I popularized that and I invented that in 2008. Since then, hundreds of millions of people have done masterclasses. Everyone who does a masterclass right now are copying the model that I first launched in 2008 for a product called Quantum Jumping, which some of you heard about. I've since sold half a billion dollars. In fact, my team tells me it's now $600 million of masterclasses. I launched multiple event brands, Mindvalley U, A-Fest. I have 25,000 case studies from students' lives transformed. You can go to a website called stories.mindvalley.com. And you'll actually— it's now approaching 26,000. Every day, new stories come in from lives transformed by the Mindvalley ecosystem. Real students, real stories all around the world. Check this one out. Simena Zitu, one of my students. Her videos reached 6.3 million people. She's built a community of 19,000, right? And many of these students are going on to become authors, Founders on their own. Next, last year in 2025, the Mindvalley app was selected by Apple as a demo app on iPhone 16, and it was featured in every single Apple Store in the world, including 200,000 Apple resellers. My podcast, I stopped it for about 2 years because the traveling was taking me away from my kids, but I'm reigniting it. But when I had a podcast, it was in the top 30. So I know how to scale a podcast too. And as of last year, I get paid $100,000 for one talk, $100,000 to fly to Mexico or fly to Malaysia and give a single 1-hour talk. But mostly, I'm able to do a lot of these different things simultaneously because my background is computer engineering. I have a computational mind. And I'm unbelievably good at AI, and I'm able to automate so much about my life and business. I'm the only person in the world who's been able to nail it in almost every category of being an author. And this is why I'm choosing to teach this topic right now. So are you guys ready? Now, before we begin, though, I wanna make you avoid the mistake I made because as I started building up my business, I found that every time I would get good at one area, let's say making money, another area, health, would collapse. If I was good at peace of mind and health and making time for my family, money would collapse. The biggest thing we gotta do when you're building an author business is not to visualize and think about the scale of the business, not to say, okay, I want 60 I want, I want 500,000 in revenue a year. But it's to understand that the business is your means to growth and happiness. See, there are 3 types of things that make us happy, and happiness should drive everything we do. Experiences make us happy, growth make us happy, and meaning makes us happy. Your business has to be a vehicle for happiness. Which means your business should fuel beautiful experiences. I wanted to be the experience. I wanted to have the experience of being an author. So I wrote this book, but I haven't written a book in the last 4 years because I've had that experience. I've had 3 bestselling books. Now I wanna launch a billion-dollar AI company. That's what I'm going for. Different experience, growth. Everything I do has to make— allow me to grow. I launched a podcast not because I wanted the fans or the followers, but because I knew that having a podcast was gonna allow me to interview 1,000+ people, which I did and learned from them. I created Mindvalley because of meaning. I want to be able to spread enlightened ideas. I'm launching this program because it gives me meaning. When you build an authority business, don't just think about the revenue. Think about experience, growth, and meaning, because otherwise you risk building a business that's going to burn you out. So I want you to do an exercise with me, but first I got to explain why. I was going through a period in 2013— sorry, 2010, where I'd started the business. The business was 6 years old, but I was burning out. And one day in Chicago, I was invited to take an event called Lifebook. I went on, by the way, to take over the marketing of Lifebook, tripled its revenue in one year, and now I own 51% of Lifebook. But back then, Lifebook was a separate company, world's best goal-setting company. And when I did the Lifebook exercise, they put you into this, this experience where you get really bold. And this is exactly what I wrote down as my goal 3 to 5 years out. I wanna visit 100 countries. I wanna have access to the most influential and fascinating people on the planet. Back then, nobody knew who I was. Mindvalley didn't exist. I wanna have, be one of the world's top speakers. I wasn't really speaking then. I want, I wanna own 5-star resorts and offices by the beach. I wanna go on amazing adventure trips. I wanna live in luxury. I wanna have gorgeous designer homes. Now, these are really big goals. I wanna have, I wanna be able to have amazing travel adventures, partying in the Mediterranean, the Caribbean, and more. I wanna win an Emmy, Grammy, or an Academy Award for one of my works. I wanna be an online star in personal growth with 1 million active followers. I wrote these down when I was at zero back then. Nobody knew me. I ran a blog called Finer Minds. I was a blogger, nothing more than a personal growth blogger, and I helped other authors build their brand. So I ran the website for Silver Method. I was an affiliate for many of these brands, but I was just a blogger. It's really interesting when you get an understanding of the type of life you wanna lead, because all of us have a mind that is trained to shape reality. But you gotta give that mind a target. And when you give that mind a target, something very valuable happens. I was interviewing the actor Matthew McConaughey once, and pay attention to this. Matthew said this: the target attracts the arrow. The target attracts the arrow. When I gave this mind the target, it's as if 1,000 arrows started being launched. The right ideas, the right opportunities all came to me. So at this point, Bob Proctor had already convinced me to think bigger. And I knew I had to go bigger, but I hadn't thought exactly the specifics of it. Now with LifeBook, I had the specifics. And it was 6 months after this that I suddenly had an idea. And the idea was, Launch a festival. So Mindvalley doesn't exist. I go on my blog called Finer Minds and I decide to announce to my audience that I'm going to launch a festival in Costa Rica called a— well, we didn't have a name, but I said, I'm going to launch a festival in Costa Rica and I invite my audience to show up. I asked my audience on the blog, what should we call it? And someone goes, well, Costa Rica sounds really awesome. How about we call it Awesomeness Fest? And one by one, the pieces start coming together. What happened next is Mindvalley Events was created. Now, here's the crazy thing, guys. Like, this is wild, and I cannot explain this. But all of a sudden, the right pieces fell in place. I got Lisa Nichols to come and speak even though I was a nobody. I got the founder of Airbnb to come. I sold out all of my tickets. Every single thing I was able to figure out. A-Fest launched, and so much of this list suddenly became true. A-Fest became a thing. We started doing it twice a year in exotic locations. I got to travel to Greece, to Mexico, to Thailand. I— nobody was inviting me to speak, but now I had my own stage. I could speak on my own stage. After A-Fest, I would go on amazing trips with these brilliant teachers who were there. We would arrange like a tour of Costa Rica and so on. And this is the crazy part. Now look at this. I put partying in the Mediterranean, the Caribbean, and more. A-Fest became so powerful, so valuable, that we literally became known for incredible parties. We had a party in the Game of Thrones castle in the Mediterranean. We had a party in a private island in Mexico. All of this came together, but the wildest part was this. At one of the A-Fests, a filmmaker called Nick Nanton showed up, and Nick Nanton said, I want to do a documentary about this event, but I'll put in most of my money, but I need you to put in $20,000, Vishen, and you'll get executive producer rights. So I'm like, okay, this sounds good. It'll be a good ad. The documentary goes out, and the documentary wins 2 Daytime Emmys. Therefore, I ended up winning an Emmy. Isn't that wild? I didn't even understand how to win an Emmy. All of it happened because I got clear in my vision for my life. Now notice something. Nowhere here do I mention revenue. Revenue as a goal is good, but I want you to not just think about revenue as the target or number of students. Those are business metrics. I want you to think about life design because that is what is going to make this sustainable. You wanna get a business that's doing a million in revenue, touching 1,000 students a year while Having an incredible body while being in great relationships, while having an incredible space to work in, while having colleagues that are fun to work with. Are you guys ready to craft that vision with me right now for yourself? Okay. So here's core idea 2. Seek a life of balance. Okay? It's all about balance. So we're gonna do an exercise called the 3 most important questions: experiences, growth, contribution. Now the exercise looks like this, and I wanna show you an actual example. So I do this with all of my employees. And amazing things happen. You create, take a paper, you create 3 columns. I want you to take a paper right now. The first one is experiences. Write down experiences that you want to have. So this is Jason Campbell. Jason Campbell worked at Mindvalley and he wrote down these as his experiences. Drive an F1 car, build a team of employees, manage them, do epic shit. Raise a child with a great wife. Under growth, he wrote stay fit, stay healthy, meditation as routine, become a world-class speaker. Under contribution, he wrote teach entrepreneurship, sales, and living awesome. Smile to strangers. Beautiful list, right? Now here's the thing that's really interesting, right? As Jason started doing this, Coincidences started happening in his life just like they happened in mine. Jason was at an event I was putting on in Dubrovnik, Croatia, and he was at the back of the room working on the AV, and we had a speaker cancel. And Jason comes up to me and goes, Vishen, you know, you're doing this like 20-minute TED Talk style thing. You don't have a speaker. I have a TED Talk. Could I give it? And I said, Jason, listen, like, this is for professionals. And he goes, but Vishen, You promised all your employees that you would support them in your 3 most important questions. This is mine. Look at what I wrote down. I wrote down become a world-class speaker. Are you not going to support me? So he got me there. So I said, okay, Jason, get on stage, do your best, don't mess this up. So now we have the audience voting. So this was a part of our event where we choose speakers from the audience. They have to apply and we pick 10 speakers and then the audience votes and Jason Won Best Speaker. Next thing you know, I give him his own podcast. Then he writes a book called Selling with Love. And now Jason speaks on stage, lives in Bali with his beautiful partner, lives in a gorgeous villa, has a book, has a podcast, travels around the world. But he started out with his 3 most important questions. Now, here's another wild one. This is taken 10 years ago. By a guy called Ronan Diego, skinny little Brazilian kid who joined me. And Ronan wrote this. He wanted to travel and inspire people. He wanted to speak in a TED Talk. He wanted to get really good at health. He wanted to contribute to the world by teaching how to— teaching people how to follow what inspires them, healing people, having a center where people can learn and improve their relationships, coach people to get crazy strong. Again, Ronan didn't necessarily know how to make all of this happen. But remember that the target attracts the what? The target attracts the arrow. Very short time following this, Ronan decided to take part in a powerful race in Malaysia called Viper Challenge. He came in 1 out of 20,000 employees. He was asked to give a TED Talk on it. He nailed that TED Talk. He was asked to give another TED Talk in Paris. He got flown to Paris to give that TED Talk. I notice that he's getting good at speaking, so I invite him to train the rest of our 400-person team. I see he's good at that, and I'm looking for a health leader for Mindvalley. I give him that role. Now COVID hits. We're producing a powerful health program with Ben Greenfield, but many of our teachers cannot fly in to shoot because of COVID Ronan happens to be in Malaysia where we have a film crew. So I said, Ronan, I need you to get in front of the camera and teach. And Ronan goes on to produce multiple programs in Mindvalley. And in 2021, he becomes the number one most watched teacher in Mindvalley. This is Ronan last year speaking on stage in Dubai in front of 4,000 people. Today, he no longer works for Mindvalley. He's a Mindvalley author, just like Marissa Peer. But it started out with him getting clear on his vision. And that is the power of the 3 most important questions. So this is what we're gonna do right now. Okay? I'm gonna ask you to take out a piece of paper, and you're gonna create the 3 columns like we did before. In the first column, as fast as you can, in 2 minutes, you're gonna write down the experiences you want. So what are experiences? How do you wanna experience love relationships? How do you wanna Be with your friends, travel, adventure, socials. Where do you want to travel to? What is an adventure to you? Your environments, the hotels you stay in, traveling business class, those are experiences. Then in the second column, you're going to ask yourself, to have these experiences, how do I want to grow? And you're going to write down how you want to grow in health and fitness. Maybe run a marathon. How you want to grow in your intellectual life. Maybe read a book every single week. How do you want to pick up skills? How do you want to grow your spiritual life? And in the third column, you're going to ask yourself, well, if I have all of these experiences, if I have all of this growth, how can I then give back to the world? And this is where you're going to write your career, your creative life, your family life. How do you give back to your family? How do you give back to your community? Now, why are we doing this in only 2 minutes per column? Because this shuts down your logical mind and it lets you flow from your heart. And after you're done with this exercise, which is gonna take us 6 minutes in total, after this event is done, anytime in the next few days, I encourage you to go to a cafe, sit down and go deeper. And this time you can do 20 minutes per column. But this is the beginning. You're gonna end up with something like this. So all of my team members, Ronan, Jason, they all did this in this short amount of time. This is gonna be your target. That's going To help you attract the arrows. Are you guys ready? Alright. Stop. First 2 minutes. Now, what I want you to do now is in the first column, write down the experiences you want in the— in your life. Your love relationships, your friendships. The type of places you want to live and work in. Maybe you want to have the experience of being able to work every three months in a different country. Maybe you want the experiences of working with people who are your best friends. Maybe you want the experiences of having. Group of 10 close friends that you get to travel the world with, or the experience of being in a beautiful, loving relationship. Write down whatever comes to mind. As you write, my voice will not distract you. It will simply inspire new things to write down. Where do you want to travel to? Who do you want to travel with? What events do you want to attend? Okay, stop.

That's it.

Two minutes. Now I want you to take one of those items and put it in the chat, and I want you to see what other people are putting down. Put it in the chat. One item. Put it in the chat and read what other people are putting down. Amazing. Live in Italy. Start a family, fly business class, travel all around the world, have vivacious health, live in Portugal, go off the grid, travel to China, have a home in Bulgaria, do a 7-day detox, visit 10 countries to stay in 5-star Hotels. These are beautiful. Okay, stop. All right, now we're gonna go on to the second one, growth. Now I know some of you are saying, Vishen, keep speaking. Some of you are saying, Vishen, stop speaking. I'm gonna speak, keep speaking, 'cause I've been doing this for 16 years and my voice guides people. Okay? So those of you who don't want me to speak, there's a simple solution. Just set the timer yourself and turn off the sound on your computer. It's one click. Okay, just turn off the sound. You control what you hear. Now we go on to the second one. Now, 2 minutes. What I want you to write down in 2 minutes is to have these experiences, how do I have to grow? For example, you wanna have the experience of, of traveling to China. Maybe you wanna learn a little bit of Mandarin. So how do you have want to grow? How do you want to grow in terms of health and fitness? How do you want to grow in terms of your intellectual life? What new skills do you want to pick up? How do you want to grow spiritually? How would you like to grow your expert to authority skills? In case you're confused by the instructions, write it down in your paper, not in the chat. Get off the chat for a moment. Focus on yourself. You got 30 seconds left. Okay, stop. All right, ready? Now pick one from your growth, the one that most excites you, and paste it in the chat. Because what we're gonna see is that what you post could inspire other people. There is no monopoly on goals. And what my team is gonna do is we're actually gonna go through this. We're gonna capture everyone's ideas, and we'll try to put it together as a PDF or something that we can send to all of you. Inspiration for your 3 most important questions. We'll call it that. Okay, Mindvalley team in the background, please note that. So let's read out what people are saying. I wanna grow by stop playing small. I wanna grow by attending a spiritual retreat. I wanna grow by mastering meditation. I wanna grow by learning how to dunk. I wanna grow by mastering the laws of the universe. That's the most Mindvalley statement ever. I wanna grow by losing weight. I wanna grow by becoming a mom. I wanna keep my brain healthy. I wanna grow in the Maldives. That's really an experience. You're kind of sneaking in the Maldives there, you sneaky bugger. I wanna learn the saxophone. I wanna master intuition.

Beautiful.

Okay, now we go to the 3rd question. And the 3rd question is this: assume you are the person who has those experiences. You are the person who can make that, who has grown in that way. Assume it has already happened. How would you contribute to the world? Contribution is one of the fastest ways to happiness. The Dalai Lama said, if you want to be happy, make other people happy. Stop. Write down your contribution. How would you contribute in your career, in your creative life, in your family? How would you contribute to your community? Stop writing on the chat. Keep it on your piece of paper or your phone. I'll tell you when to share in the chat.

Okay?

Growing in your career, getting better at what you do—that's a form of contribution. Creating, building something that can inspire, educate others. That's a form of contribution. Being a parent is a contribution. Donations, charity, products that help the environment, that's contribution. Creating jobs, that's contribution. Okay, 30 seconds left. All right, time's up. And now what I want you to do is to basically write down the number one thing from your contribution list and share it in the chat to inspire others. I wanna have a business that runs itself while I teach. I wanna help end human trafficking. I wanna create a grant program. I'd like to adopt a village. I'd like to be a Marissa Peer RTT therapist. I wanna focus my work on teachers. I wanna help end human trafficking. I'd like to spread love. I'd like to have a number 1 bestseller, Spiritual Journey Through Grief. I wanna be the most amazing mom. I wanna guide people to have hope. Wonderful, guys. Isn't that beautiful? So now what you have here is your 3 most important questions. What I want you to do is to feel free to complete it. Not now. Find another time and stick it on your wall. This is something you should be able to see anytime. Now, someone commented in chat, I don't want my neighbor reading mine. Maybe you, you share an apartment with someone. Maybe you don't want your spouse reading it for whatever reason. You know what some people do? They put it in their desk drawer. So when you open your desk drawer to get out your calculator or your pencil, you just have it in that drawer. So you can do that too. Okay, this is going to be your target. And this is the second core idea: seek a life of balance. Most experts optimize for means goals— credentials, titles, income— instead of end goals— the experience, the growth, the contribution. End goals are what we really chase. The 3MIQ helps you understand end goals. Authority without balance is just a faster treadmill. The goal is to build a platform that serves your whole life, not yet just your career. As we go through the next 3 days, I want you to start seeing how becoming an authority can give you that. Because when I got clear on this, I could teach but also become incredibly wealthy, live in the most beautiful apartments, travel around the world, work with inspiring people, get in the best shape of my life at 50. All because I didn't just focus on the business metrics. That said, for the rest of this event, we are going to be going into business, but it's so important to me that you first understand the idea of seeking a life of balance. So what did we cover today? 2 things. The first is the Bob Proctor principle. Ask not, are you worthy of your goals? Ask, Is your goal worthy of you? The thing that keeps experts small is that they never give their mind a target to aim for. Number 2, seek a life of balance. Don't just have a target for your audience or your reach or your money. Have a target for how you're gonna grow, the experiences you're going to have, the love you want to experience, the travel adventures, the friendship, the contribution. The target attracts the arrow. Use your expertise, the business that you're building, to give you the life you dream of and hold that vision. Your business will grow to the extent you grow. Now, that said, we come to the end of the first part. I want you to share in the chat the key idea that you got, the key takeaway. And while doing that, we're gonna bring on our next guest speaker. The amazing Marissa Pierre. And this is just gonna be an interview format. We're gonna talk to Marissa. We're gonna understand how she built a $20 million business as a hypnotherapist. I'll see you then. Back to you, Jason.

Alright. Thank you so much, Vishen. Hearing Vishen say, goddamn you, Bob Proctor, was not on my 2026 bingo card, but Here we are. So it wasn't such a powerful message though that Vishen shared from Bob about not playing small, about how it's a moral failure to stay small. And I love the idea of focusing on these experiences and the growth and the contribution. It's so much richer of a mindset than just focusing on wealth for wealth's sake. And, you know, I try not to watch the news as much as I can avoid it, but, you know, just seeing what you guys were sharing in the chat, it gives me so much hope for humanity. There's so much service. There's so much love. There's so much impact. That you guys all want to create. And I love that you, you shared it with all of us publicly, because that's part of your commitment to actually doing that. And that's part of this weekend as well. And it isn't even about what Vishen was sharing that he's done or what he's accomplished or what he's created. It's about showing you what's possible when you expand the aperture on the camera, when you expand what's possible for yourself. So you are pulled into that vision instead of it being something that you push. Now, before we bring out our next amazing teacher, and it's going to be Vishen and Marissa together, which I'm so excited about. I want to give you something that I really believe can 10x what you take out of this weekend. Now, there are 3 different ways that you can show up to an event like this, to a summit like this. The first is as an observer. Now, an observer is somebody who has the Zoom open. They're kind of paying half attention. They're maybe doing the laundry. They're answering a few quick emails. They're kind of letting it play in the background. They're still listening. They're getting some value. There's nothing wrong with that. But then there's the next level up, and the next level up is the participant. The participant is actually here in the room. They're listening, they're taking notes, they're in the chat, they're engaging with the speakers and everyone else in the room, and that's even better. And then third is the seeker. Now, the seeker takes it one step further. They are committed that they are not going to miss a single bit of value in these sessions. They are watching and they are listening through the eyes and the ears of someone who knows they can And will become an authority. And they're not leaving these 3 days until they got everything they came for and then some. Now, none of these 3 choices are right or wrong. It's not good or bad. There's no judgment on whichever you pick, but I want you to actually commit to one right now because it's going to change how you show up and what you walk away with. It's a decision and an energy that you can anchor back into for the rest of this weekend. So go ahead and type it in the chat right now. Which one are you committing to today? Observer, participant, or seeker? Big surprise that all of you are seekers, and I believe that. I trust you in that, and I know it's going to make a huge difference for you. Thank you for sharing that. Now we're going to bring in our next guest teacher, someone who I know is going to make a massive difference in your world as you bridge from expert to authority. Now, Marissa Peer. Mindvalley favorite, personal favorite, has spent 3 decades applying hypnotherapy, psychotherapy, NLP, and neuroscience, building one of the largest therapy training organizations on the planet. Some people in the chat before were saying that was one of the experiences they wanted to have, to be an RTT therapist. And she's been helping millions of people worldwide to let go of what's been quietly running their life in the background. And now Vishen's going to sit down with her for a real conversation. This is not going to be a lecture. So you've just heard from Vishen why most experts stay invisible and getting really clear on what it is you want from life. But what you're about to see is proof that the exact system that you are learning from Vishen and the rest of the teachers this weekend actually works in the real world, not just for Vishen, not just for Mindvalley. Now Marissa is going to walk you through how she used this system to build a business worth tens of millions of dollars. Not theory, a real specific case study. of the system in action. So please welcome the amazing Marissa Peer.

She has a hypnotherapy school which teaches her product, RTT, and this hypnotherapy school, they do tens of millions a year certifying hypnotherapists. And this is an— Marisa's one of the most successful author brands I know, and Mindvalley had a big part in helping her get to that level. Marisa, let's— tell us about your business and what you do.

Well, I do 4 things. My real business is training people to be phenomenal therapists. I, I think the old therapy model is dated. It's very much more therapist-based than client-based. So I have a method. I've trained 20,000 therapists in all over the world. That's my first business. My second one is speaking all over the world. The third is writing books. And the fourth is I still see clients, not many, but I still work with some clients.

But when you started out, you were basically doing one-on-one.

One-on-one, yeah.

And, uh, and can I share the story of how we met?

Of course.

So, so Marissa, being the dignified woman that she is, would never attend my event, but her husband loved Mindvalley events.

He did.

So we were doing a big event in Mexico and Marissa was in the hotel room Doing her one-on-one coaching. Her husband, John, who's an incredible entrepreneur, and our event tends to attract entrepreneurs who are conscious and also love fun because Mindvalley events are known for the most incredible parties. So John was having an amazing time, and on the last day of the event, the event had just ended. Everyone was about to head to the airport. I'd chosen to stay back in Mexico an extra day, and I was in the lobby just waiting to go out for dinner, and John sees me. And John goes, Vishen, have you met my wife? We're about to go for dinner. My wife is one of the top therapists in England. Come join us for dinner. So we go out for dinner. I start talking to Marissa, and I find out that you'd been voted number one therapist in Time Out, right? Tatler. In Tatler. Right here. In Tatler. So I tell Marissa, well, you know, I'm always looking for good speakers. How about I put you on stage at the next event? And I did. And Marissa was voted best speaker. So when I saw that, I went to Marissa and I said, well, let's publish a course together.

Yeah.

So we created a program called Uncompromised Life. And as we go through this week, I'm gonna show you, I'm gonna break down how we created this program, the structure for the program. We're gonna go deep into program creation with Jimmy Narain. So we put Uncompromised Life up and then we did what is called the masterclass. So, the masterclass is the webinar. And in the webinar, I have Marissa teach her procedure. And then we do an intro to Uncompromised Life. It took off. I launched it. I think I first launched it something like $1 or $2 million. Then we put advertising money behind it and scaled it to $15 million. And it kept growing. Now, on the back end of that, what happened?

Oh, you mean the session I did with you?

Yeah, no, with Uncompromised Life. What happened? You and John built a huge coaching school back then.

Oh yeah, well, we'd already done that, but yes, when we did Uncompromised, it all came out in the same year, 2015. And I did my talk for you, I think in September, and my school started in November. But a lot of people who came to that school came from Mindvalley. So yeah, we built a huge coaching business and you really helped us get an even bigger name.

But could you explain what what the business looked like, like what the coaching business looked like?

Well, I'd always been a therapist and I loved being a therapist. There's not many careers you could say 40 years in, I love it as much now as I did on day one, but I still love it because it's like reading an exciting book. You can't wait to see what happens next. And clients come in and they do indeed tell you their story and you have the honor and the privilege of making sure that story has a different ending. People would ring me up and go, hey, I'm in Alabama, I'm in Sydney, Australia, I'm somewhere in the world and I just want to work with someone like you And there wasn't anyone like me because it was very much my method that I was a bit possessive of actually. But my husband, who I owe a lot of credit to, said, you know, darling, because he owned John— because I put talent on stage my whole life— you have to teach this method. And I was sort of resistant because my first thought was, wow, I've got to find a school, find a brochure, find the classes. And he said, I'll do everything, you just turn up. So he did do everything. I did just turn up. And my first school was at Regent's College London. People came from all over the world. They came from Guam, from Australia, from New Zealand. So I thought, wow, this is something. And they were all looking for something fast. Because to be great in business, it's really about your message. And the message of therapy says this, bring me your pain every week for several years. We're gonna build a lovely relationship and the relationship is what's going to make you better. And I thought, imagine if a dentist said that or a doctor or a chiropractor. The relationship is going to improve you. If I broke my leg, in fact I did break my leg, and I noticed that, that when the ambulance turned up, then I went to a hospital, then another one, I must have had 7 or 8 different radiographers, paramedics. I didn't have a relationship with any of them, but I got better because they were skilled. So I wanted to have a different message, which was very much, bring me your pain and I'll fix you in an hour. And I can stand by that because it's true. Occasionally it might be 3 sessions, But I think what people miss in business is that what is your message and is it really relevant? We have so many old messages and I think you have to tell an emotive message. Every business that tells an emotive message does better than one that doesn't.

Could you gimme an idea of what is an emotive message?

AT&T in America did that one with E.T. about phone home. When did you last phone home? Your mother's sitting on the sofa worried about you. So an emotion in the message. Wouldn't you love to have a baby? Here's a little baby. Come to my— you'll have a baby in 9 months. Or you don't have to have skin looking like that. Or you could lose a ton of weight. It's something emotional that tugs at your heartstrings. So I knew that businesses who have an emotive message do better. Marks& Spencer do it with their food adverts. American Express have done it with priceless, or Mastercard actually. Yeah. This is not a memory, this is priceless. So I decided, you know, I need to— there's a couple of things, we'll begin with M, you know, to make it, to be different. First of all, you have to have the mindset of what have you got to offer? Are you brave enough to put your head above the parapet? Because therapists didn't like me when I said I can fix you. And in fact, somebody wrote to me and said, how dare you? How dare you call your business Rapid Transformation?

Rapid.

The word rapid should never go in front of therapy. Why? Well, just because. But that's not true. So you have to be brave with your messaging, be different, think outside the box, have that mindset of, I got something to offer. Because we're all here, I believe we all have a gift. Everyone has a gift. And you're put on the planet to find your gift, perfect your gift, and share your gift with the world. So I knew my gift was therapy because people would say to me, I've been in therapy for 15 years and you changed my life. For— I've been seeing someone for 10 years, but you fixed me in an hour. So I, I had that gift. There's many gifts I don't have, but I did have that gift.

So, so, so there was a couple of things that Marissa did from a marketing perspective that was really useful. And we're actually gonna be going into some of these principles later today. One is a concept I call phraseology. Notice everyone else is calling it hypnotherapy. Marissa coined her own phrase, RTT, Rapid Transformational Therapy, RTT. So our second program at Marissa was called Rapid Transformational Therapy for Abundance, RTT. This is called phraseology. Great teachers, great experts coin their own word. Mine, Bending Reality, Culturescape, Vrul's 3 Most Important Questions, phraseology. We're gonna go deeper into phraseology later today. You must learn to coin your own word. The second thing that, that Marissa's talking about is she had a front end and a back end. Okay? So the front end was leads that were coming in, many of them for Mindvalley programs like Uncompromised Life. That's a $199 program sold through a masterclass. So the masterclass is free, a free 90-minute experience selling a $199 program. Now the masterclass creates the desire to go deeper. The $199 program is for someone who is meeting Marissa for the first time. They've watched the masterclass, they trust her, they're excited. $199 is a reasonable fee. But then as they get introduced to Marissa's work, as they go through it, Marissa on her end using advertising is able to retarget those people, people who have watched her courses, who are excited about Uncompromised Life or Rapid Transformational Therapy for Abundance on Mindvalley. And she's able to bring them into her coaching school. And the coaching school, the way that works is also really interesting. You go to the website. Is it a quiz that they do?

Yeah.

You get a PDF. Yeah. Yeah. You take a quiz and then you get a PDF and the PDF explains what it means to be an RTT coach. And then how much do they pay to sign up?

I think it's $15,000.

$15,000. It's $15,000. And how long is the training?

Between 9 months and a year, depending on the amount of free time they have.

So $15,000 and then 1 year of training. And at the end, she's given the person a beautiful new career. But here's the thing. Marissa, through the thousands of people she has trained, is multiplying RTT. So she's making her brand even more known, even more more seen. And it's a really— that's called a flywheel. Every little piece of it ties into the next, and that's how it becomes a massive, massive, massive business.

Yeah, that's true. But we also teach marketing. I understood very early because marketing is so important. There's so many people who say, I'm good at my career, but nobody knows who I am or where I am. And many therapists that empath rather like artists and they're good at the job but they don't even know what marketing is. So we learned early we must teach you how to market, how to build your website, how to have a message. Who is your customer? What's your market? What's your message? Where are they? So we really do teach business in a box. We moved on from just therapy to therapy but also how to find clients 'cause so many great therapists say, I just don't, I don't understand marketing. It's just so alien to me. And one of the things I learned a long time ago is you wanna be good, you have to think, what do I require and what does what I require require of me? So when I wrote my first or second book, I knew that I didn't require to write a book. I required to write a bestselling book that changed lives. And that required of me something not easy, which is to cold call a lot of magazines and have them write about me and to learn to be a speaker. So you may have one career, but if you today, if you want to be a writer, you have to also be a speaker. You will never get signed by a mainstream book publisher if you can't go on stage and do book signings. So you might have one career, I'm a great therapist, I'm a great yoga teacher, but if you don't also have a second career in how to market yourself, someone who's not as good as you might do better than you. So always ask yourself this question, what do I require and what does what I require require of me? And then do it, even if you don't want to.

So my question for you, Marissa, is for the people here who are watching, who are experiencing self-doubt or imposter syndrome or any type of, I don't feel like I'm worthy of this, what would be your advice for them?

None of you were born with that. There isn't a baby in the world who didn't, look at me, I'm not worthy. Even a baby who's taken away from the mother at birth still knows they're worthy of affection. So this is this is something interesting. You were not born with that. You learnt it somewhere. And if you learnt it, you can unlearn it. If you acquired it, you can unacquire it. So it's really— actually, let me make it easy for you. Everything we're doing comes down to one thing: am I safe? You know, your brain doesn't care if you're a size 8 wearing Dior clothes and you've got loads of money in the bank. It cares if you are safe. And when you say, I'm scared of getting it wrong. I'm scared people will hate my book. I'm scared of— You're telling this brain here, I'm not safe. And the minute you tell your brain you're not safe, it will move you away from what it thinks isn't safe. But you can signal to your brain, I'm safe to go on stage. I'm safe to write a book. I'm safe to promote my business. I'm safe to go on YouTube and show people who I am and why I'm here. Because the brain is always going to look for evidence. That's its job, find evidence to back up what you tell it. So when you say, oh, I'm so scared of speaking, going bright red up my mouth and going, uh, and looking like an idiot, it uses that as evidence. When you go, hey, when I was 8, I spoke in a school play and I've seen someone else speaking and I think I could do that, you're giving it evidence. And even if you haven't got any, find someone else, go, hey, I'm going to do what they do. It's still evidence. So you've gotta give your brain evidence that you are safe to show up as you, to sell your product, to market yourself, to believe in your gifts. I was giving a talk to Sarah Blakely in Carolina some time ago and she told me her story that because most things are not revolutionary, they're evolutionary. Spanx didn't invent shapewear, she just revolutionized something that was already there. And she had to ring Bloomingdale's every day and say, hey, I've got a great product. We only buy from our own buyers. But she called back every day until they went, okay, you can have 15 minutes. Because she said, if you bought my product, you'll sell more clothes. So I think a lot of us also forget that you can have talent, you can have a great idea, but you have to be persistent. You have to refuse to take no for an answer. And that can't always be easy, but it doesn't matter. You still want to do it. So people who've made it will always show you, you know, we all know about KFC and Dyson and people who were laughed off Shark Tank but went on to be successful because they don't take no for an answer.

So is there a simple process or something you could do for the audience here to help them remove or move away from any doubt that they're having?

Yeah, I think one of them is to first of all ask yourself some questions. What if someone doesn't like me? Here's a good question to for you. Do you like every person in the whole world? Are there some politicians, I can think of a few that you particularly dislike? Because if you don't like everybody, why do you care that everybody likes you? The most important thing is that you like you. So take some time and start to say this. I like myself. I believe in myself. I have a gift and I'm here to share it with the world. That's the first signal to this brain that you're safe. Secondly, as much as we like to think, I'm here to find love and have a baby, that's not why you're here. It is why you're here biologically. You're here to find your gift, perfect your gift, and take your gift to the market. But your gift lies directly behind and is connected to what you love to do between the key ages of 7 and 14. So think about what did you love? Jo Malone, was making perfume out of petals when she was 4. Someone else said, I was making clothes for my dolls out of Kleenex and now I'm a designer. What do you love? It's very hard to thrive doing something you hate. And of course the way you feel about everything, and I do mean everything, comes down to just 2 things: the pictures you make in your head and the words you construct. So if the words are, well, nobody else will like it, what if it's a disaster, what if no one comes to my shop, what if I put all this money So you are using your brilliant brain to talk yourself out of it when you could use your brilliant brain to talk yourself into it. And the great thing about finding a career you love is that when you're doing the work, you know, I feel like I've never worked a day in my entire life because I love what I do and I do what I love. So if you start with going, I love this, it's easier to do the work to say, okay, I'm gonna push myself. You know, I think people, I think things like The Secret have given people the wrong idea because imagine if you wanted to be an amazing chef. I wanna be an amazing chef in my own restaurant. Well, that's not where you begin. You begin chopping vegetables in someone else's restaurant, washing up, doing really menial stuff. But if you love cooking, it's okay. You gradually build up and one day you have your own restaurant, but you're still working 12 hours a night, working on Saturday, still doing prep, still standing. And I remember my husband used to hate Saturday nights because we'd get into bed and there'd be a call saying the act hasn't turned up for Jonglers on New Year's Eve.

Because your husband ran comedy clubs.

Yeah, he ran 22 comedy clubs. And he would say the same thing, comedians, they have to start doing a free gig in a pub and then they build up. So you never, you very rarely start with success. You start somewhere and you keep going. But if you love it, it makes it easier. But I love that expression, take whatever you want, then pay for it. And again, it comes back to what are you prepared to do? So you and I write books, and we both know that writing a book is a very solitary thing. In fact, I was looking at some statistics that 80% of people want to write a book, 18% do, less than a quarter of 1% ever get them published and make money from them.

What?

Less than a quarter of 1%.

Well, I think the first thing is we think, I'd like to write a book, and we don't really realize what that entails, sitting alone for hours. I mean, writing a book is fine, but the line edits are really hard work. It's very solitary. You have to sit alone. I mean, some people can write in a cafe. I couldn't do that. And then I, even I didn't know this until I wrote my first book, the work required to sell a book is more than the work required to write it.

Interesting.

Writing a book isn't hard, especially if you love it, but the work involved And John Gray taught me that. He said, I work every day to sell my book. So we give up very quickly because we think, oh, it's not working. It isn't a success. You know, there's a book called The Little Book of Calm. That book could not sell. They had to pull it from the shelves and rename it. I think it was called Managing Stress initially. But when they changed the name, it sold. So I think—

They went from Managing Stress to The Little Book of Calm.

And I think we expect a lot with, I'm gonna do this, is it gonna work? You know, we know that I think 50% of restaurants go bust in 3 years because we expect instant success. And it often isn't instant. It can be. So I think we've kind of, we've lost this thing called sheer freaking hard work. You know, people just don't understand. Like people say to me, oh, I could have a school, I could speak. But to be a great speaker, you have to have confidence. You have to have a message. You have to have a personality. You have to be prepared to travel all over the world. And I love it, but it's like saying I couldn't be a gardener. It's just not my gift. And I think we often give up because we're trying to do something that is not our gift, or we think it's gonna be easy and we give up. I have people who say, I had a great idea. Where is it? It's in a drawer. I wrote a book. It's in a drawer. Had an idea. It's in a drawer. Why? Well, I can't cope with rejection, you see. And that's often our greatest fear because years ago rejection would kill you. It wasn't that long ago we lived in walled cities. I mean, nobody wandered off because you would die. So we have this innate fear that if you reject me, it will kill me. And we give up very easily. Or we have these beliefs, you know, it's so hard. And here's another one. If I have a great career, I can't have a great relationship, especially for women. My children will suffer, my marriage will suffer. You can't have it all. You can have it all, all the time if you know how. But we have these what I call conflicting beliefs with the brains going in one lane. But when you say, I want success, but your time is never your own, people don't like you when you have money, if you're successful and you never find a husband, now you've got conflicting beliefs and the brain is stalled by conflicting beliefs. So we've got to really look at what do you believe and why do you believe it and can you change it.

What do you think is the biggest belief that holds people back from becoming an authority in their field?

Oh, definitely I'm not enough. 100%, I'm not enough. Because if I was on stage with Anna Wintour last year, she was actually really lovely and people like her wouldn't occur to think they're not enough. They wouldn't even hold that thought in their head. And other people say, I'm consumed by thinking I'm not enough. My brain is a mystery to me because I'm besieged by fear. But your brain is not a mystery. The mystery is how you talk to yourself. You know, when Muhammad Ali said, I'm the greatest, factually he wasn't, but he said it and he knew it wasn't true, but he said it, he stated it, he embodied it. And guess what? It became true. You know, Stephen Bartlett often talks about no one came to his podcast for 3 years. He had no visitors. But he said, I loved it, so I did it anyway. I kept going. And it's the tenacity that we miss a lot. And now he's got probably the second most popular podcast in the world.

That's fantastic.

But for 3 years, for 3 years, nobody came. So you have to be prepared to go a little longer than you think you're going to go. You have to be prepared to work harder, work longer, work smarter. But if you like it, it's easier. And you have to understand that it isn't just having a product, it's being able to market it, to message it, to, I mean, who is your market? A lot of people try to market their product to everybody. And you know, I find that 80% of our clients are middle-aged women. We have a lot of men that train with us, but we don't have many 20-year-olds or 80 years old. So who is your market? And that should be your message. The thing I really found interesting is that most people look at someone good and go, I'm gonna be like that. them. The trick is look at someone good and notice what they're not doing. If you can look at someone good and go, they missed a trick there. So I was watching Stephen Bartlett being interviewed by Joe Dispenza and he happened to say to Joe, I'm really upset because I can't give up sugar and I'm really upset because I live in a mess. And Joe kind of said, oh, that's just your ego, and carried on. I thought, wow, why didn't Joe fix him on the spot? I mean, Joe doesn't need to do that, but that is his gift. So I called him and said, hey Stephen, I just watched the show. I think I should come on your show and hypnotize you. He said, yes, absolutely. So I did. It got about 2.5 million views.

Wow.

But that's because of one thing I've seen. Look at someone who's good, but don't look at how good they are. Look at the one thing they don't do. What is something they don't do that you could do? You know, do they dress in a way that isn't quite right? Do they Rush through their words, they look a little anxious, so they too—

And that becomes your edge.

That becomes your edge. It becomes your in. You know, there's always someone who's good but has missed something. So you shouldn't look at Google and go, I'm going to be as good as them, so I'm going to look at them and do something they do not do.

Well, thank you so much, Marissa. Thank you so much for sharing your wisdom with us.

You're welcome. Thank you.

Thank you everyone for tuning in. We will see you in the next session. Jason, back to you.

All right, amazing. Thank you so much, Marissa and Vishen. You know, I really, I didn't expect this session to go the way that it went. But it was something really important that I really love that Marissa shared because the tactics are so important, the systems, everything that we're talking about is so, so important. But there's an element of this that if we don't deal with the inner blocks that may be holding us back from getting where we need to go, then we're gonna keep being stuck, keep being stagnant. And this whole idea of I'm not enough, did that resonate with anybody? Does anybody ever have that feeling like I'm not enough or who am I to be doing Because I feel like that comes up with, with, for so many people. Yeah. Yeah, 100%. Yes, you guys are saying this. So, so I want to give you one tool here that might be helpful before we jump into the next session with Vishen. I had a friend years ago that was a big-time animal lover. And she would go stand outside when the circus would come to town. She would stand in front of the arena or wherever they were doing the circus. And she would hand out pamphlets about the unethical treatment of elephants that was happening in the circus. And what she experienced when she did this was it made me cringe. People would scream at her. They would curse at her. They'd say, you're a loser. Get a job. What the hell are you doing? Get out of here. And I asked her, I was like, I don't know how you could possibly do this. Like, I would feel terrible if people were screaming at me saying that I'm a loser and go get a job. And her response to me, I'll never forget. She said, they can scream at me all they want. The elephants are still being mistreated. And that was the day where I came up with this distinction for myself when I was also building my coaching business for the first time and having these same thoughts in my head of who am I to be doing this? I'm not enough. All of that is that I shifted who I was being instead of being a coach or an entrepreneur or any of these loaded words that then have all this stigma and, and who am I to be doing this and everything else? I shifted that over to the word activist. Because when you think of somebody who's an activist, like my friend with the elephants, They don't have time to worry about what people think of them. They don't have time to think about, oh, am I good enough to be doing this? They don't think about any of that because the elephants are still being mistreated. Or for all of you here, there are people that are still suffering. There are people that still want to be, you know, that want their consciousness increased. There are still people that are struggling with their health. There are still people that are struggling with their business. Whatever it is that you do, if you can shift your energy from being whatever you think you are into being an activist, Everything can change for you. Let me know if that resonates in the comments there. Just type activist if that resonates in the comments. I'd love to just know. Yeah, great. I'm so happy that resonates. That it's such a powerful shift because it removes the ego and puts you into service. Now, let's talk about what's actually coming next, because I genuinely think that this may be one of the most useful, fundamentally important teachings of the entire weekend. So here's something I've noticed with coaches and consultants that I've worked with for over a decade. Most of you already have a real system for the work that you do and how you help people. You just haven't codified it yet. You haven't put it into a system. It lives in your head. You run it every single time you work with a client, but you've never actually written it down or given it a name, right? Remember, Vishen was just talking about phraseology. You've never done that with what it is that you do. And some of you are probably even convinced that you don't have a system at all. I've heard from so many coaches, they say, listen, I don't have a system. I don't have a method. I just show up and I respond to what's in front of me. And some of you, you may think that whatever you do isn't original, or that somebody's already doing what you're doing, so you can't build a system. Or my personal favorite, you might worry that committing to a method will box you in or make your work feel rigid instead of intuitive. And I'm sure it feels like that, but I want to assure you that you do have a system. You do have something that is uniquely yours. And you do have something that can unlock a tremendous level of impact in your business once you put it together. You've just never had the right guidance to extract it, to frame it, to name it in a way where people feel like what you do is uniquely yours instead of it being random or just some repackaged version of somebody else's methodologies. Having a signature method gives you so much more power, so much more freedom, And it's really required if you truly want to be an authority in your space. I mean, this was a game changer in my own business, and every authority you admire has a named framework. Vishen just told you some of his when he was talking to Marissa, but for example, how many of you here have done Vishen's 6-Phase Meditation? Give me a yes in the comments in here in the chat if you've done Vishen's 6-Phase Meditation. Yeah, tons of you, probably everybody here. It's become one of the most recognized meditations from one of the most recognized names in personal development. Not because the idea was new, but because it finally was packaged with a name and a shape that people could hold on to and that they could pass on to other people as well. That's what a signature method actually does. It doesn't box you in. It's what lets your work travel without you, and it can explain everything that you're doing without you having to explain it every single time. It allows you to rise above the noise, to stand out as an authority, and to create results and experiences that create raving fans and wealth. And in a moment, Vishen's gonna show you exactly how other people have done this with their own systems, like real named methods that you'd recognize. And then it will be your turn. We're turning it back to you because you are going to draft the name for yours live right now. So please welcome back Vishen Lakhiani.

Thank you, Jason, and welcome back, everyone. So I'm gonna take what Marissa Peer showed us, and I'm gonna show you how it's gonna fit into the rest of the curriculum today. So Marissa shared a lot. This is the full curriculum, and I'm gonna show you that as amazing as what Marissa Peer experienced, there is a science, there's a process, there's a method to this. And I know this because I've worked with over 100 authors. So what we are about to go into, this is where we are right now, session 3. We're gonna go into the signature method. Marissa has this called Rapid Transformational therapy. How do you come up with your signature method? Then we're going to figure out how to position it and sell to the right audience. Most experts are selling to the wrong audience. Remember I told you how we used masterclasses to drive people to Marissa's course? Well, we're going to do that. We're going to show you how to generate a masterclass to introduce people to your course. Jimmy Narain is going to come and teach you how to build a course. We're going to show you how to use email to drive traffic to that course. And then tomorrow you're going to learn how to create the product stepladder. How do you go from a course to coaching to high end? Now, of course, for people to go up your product stepladder, you've got to create customer experience. We'll teach you that as well, how to make customers love you. I'm actually going to bring in Ajit Nawalkha To give you a glimpse of how to create high-end coaching offers. And that's just the beginning. You gotta put all of this in a cycle, a cycle so that even if you hit a road bump, you continue growing. So I'm bringing in Daniel Priestley, the number one guest on Diary of a CEO, to teach you something that completely changed our lives at Mindvalley when he shared it with us, the predictable weekly cadence. We're gonna cover that on Sunday. You're then gonna learn how to build a funnel that runs as you sleep. You're gonna learn a concept called conversion hacking, which is how to then improve every component of that funnel. And in the end, so much of what Marissa spoke about, which may sound overwhelming, we're gonna give it structure, we're gonna give it steps, and we're gonna show you how to get started. Okay? So let's start with one of the key things, your signature method. This is how to create a system, a method that you become known for. Now, I shared the concept of the beautiful destruction. Sometimes you have to destroy what is merely good to allow what is great to enter. But what many of you don't know about my life is that in 2014, something really horrible happened to me, and it almost caused me to completely quit. I didn't know it back then, but it was my second beautiful destruction. I'd created A-Fest as an event. Mindvalley was making money. We were starting to get known. And the biggest brand on Mindvalley, the brand that was responsible for 25% of our revenue, was the Silva Method. We'd been working with them at that point for 10 years. The Silva Method had been in the red. They were an old 1960s, 1970s personal growth program. The founder had passed away in 1999. We had revived it and made it popular again. And what happened was this. They brought in a CEO and the CEO looked at us as the primary source of marketing and decided, well, I could do that. So the CEO goes and poaches 2 of the people on my marketing team. He offers them a job in Texas and he says, whatever Vishen's paying you, I'm gonna pay you 20% more. Quit and come to me. And it was a really attractive offer. I don't blame those people. They needed, maybe they needed money, but he got them and he assumed, aha, I can now do this on my own. But the second thing he did was not very good. What happened next is this. You see, I'd signed a contract with Silver Method in 2004. This was before DocuSign, and I was an inexperienced entrepreneur. It was a paper contract and I lost it. And somehow in the conversation, I'd mentioned to him, gosh, I can't remember where that contract is. It's somewhere in my office. I'd moved office several times. I didn't have it. I get a letter from him going, I've come to discover that for the last 10 years, you've been selling Silva Method without a contract. And therefore, we are suing you to own the entire business. I'm like, what? I call him up. You know, we've been working together. I have pictures of me in Laredo signing that contract. And he goes, well, you don't have the paper, do you? And now I have to face a court case. Now it gets even worse. They sue me in court in Laredo. I don't have a paper contract. And I later find out that they had bribed the judge. Laredo is one of the most corrupt court districts in America.

Wow.

So I know there's no way I'm going to win. He's stolen 2 of my employees. I hand him the business. I take the Silva Method business that Mindvalley had built up for 10 years. The business was good. It was doing $5 million in revenue. I have to hand it over because I have to tell myself, do I really want to fly from Kuala Lumpur to Laredo, back and forth, back and forth, fighting this court case? I have kids. I had a 1-year-old daughter at that point and a 5-year-old son. Do I really want to do this? I had to lay off 18 employees, 18 people, and I had to give up the business. Now, that was the hardest thing I had to do as an entrepreneur. That was my second beautiful destruction. But something really interesting happened. Now, I paid a book marketer $10,000 to produce a book with the Silva Method. And the CEO, the CEO was meant to be the writer of that book. I was gonna make this head of the Silva Method famous. I was just the behind-the-scenes guy. So I go to the book marketer and I say, can I get my money back? I don't have this business anymore. I've had to lay off 18 employees. I've lost everything. And the book marketer goes, nope, no refunds. But hey, how about this for an idea? Why don't you write a book? So I go, I, I, I don't know how to write a book. And he goes, come on, Vishen, you've been working with so many authors behind the scenes. You teach the Silva Method. You just don't have confidence to get in front of a camera. Just write a book. So I write a book. I mean, I have $10,000 credit to market the book. So I wrote this book called The Extraordinary Mind. It took me 1 year. And here's what I found. Writing the first chapter took me 6 months. Writing the final chapter, the one that was made into a movie and got an Emmy, took me 1 day. What I found is this. It's always hard when you start, but when you understand the process, it gets easier and easier and easier. So I write the book and then I realize something. And this is my belief. There's no science backing this, but I believe that sometimes when the uni— the universe is always on your side, and sometimes the universe will punch you in the gut if you're too stubborn to realize something it's been trying to whisper to you. For years, I'd heard the whispers. Vishen, you should be teaching. Vishen, you should be writing. Vishen, stop being behind the scenes. But I kept going, no, no, no, no, no. There are better authors out there. There are better speakers out there. I'll never be as known as Bob Proctor. I'll never be, I'll, I'll never be as known as the head of the Silver Method. And now I'd lost the Silver Method. Mindvalley had lost a large chunk of its revenue. We were losing money. The company was about to, to, to finish. So I decided to write a book. And I put out the book proposal and a publisher gives me a check for $800,000 as an advance for this book. $800,000 because they loved the book. I get $800,000, guys, cash. And with that cash and with this book marketer, this book hits the New York Times. Now, I discover something. Everybody who buys this book ends up going on— the book is $13 to $23, paperback to hardcover. But everybody who buys this book goes on to spend $550 on Mindvalley products. Mindvalley explodes. And now I have a book. I don't have a course. So now I produce a course, Be Extraordinary. Be Extraordinary last year was still 9 years in its lifespan, the highest-rated course in Mindvalley. All of a sudden, I'm in front of the camera. The universe had come and destroyed a part of my life to allow the next great thing to happen. I was now a New York Times bestselling author. I had a hit course, but it was to get better. That guy who stole the Silva Method from me— and actually, I'm using the word guy here, but it was actually a woman. What happened is that even with the 2 employees she stole from me, because those 2 employees were not the secret, I had the know-how. She drove the entire business to the ground. The Silva Method lost everything. Jose Silva's office, they had to give it up. His staff that had worked for him for 10 years, they had to be laid off. They had no idea how to grow it. They didn't know what I know. They collapsed everything. Jose had multiple children. This lady was kicked out and the children came to me. His daughter Diana came to me and said, Vishen, please take back the Silva Method. Please help us revive this. And I go, well, who's going to be the author? Diana goes, well, what about you? So I become the author of the Silva Method. And I tell her, I don't have the time for it. But 2 years later, I do have the time. I become the face of the Silva Method. And to this day, the Silva Method is the best-selling program on Mindvalley. We launched Silva UltraMind in 20— I believe it was 2020. Bestselling program in Mindvalley. I got the business back, but it was five years, five years of loss. But in that process, I became the teacher. I became the author, and now I was Vishen, who had his course be extraordinary, and I was Vishen, the face of Silva Method. Can you see how beautiful life can work? But here's the thing I learned: the reason my course work. The reason my book worked is because of a specific process that I put down. You see, as I was observing and watching every author, I began to understand what made something take off, what made the audience resonate. And I began to understand how to replicate that. So The Code of the Extraordinary Mind, check this out. Okay? In November 2017, hit number 1 on Amazon. And you can see it stayed at number 1 For a long time. And by the way, this is not number 1 in the category. This is number 1 across all of Amazon. Here's another chart. I became the number 2 author in the world for several days. I overtook Hillary Rodham Clinton. There was a Mexican author called Victor Methos who was ahead of me, but I overtook Hillary Rodham Clinton. I also overtook the combined works of Tolkien. And at number 5, not in the screenshot, was J.K. Rowling. For these few days, I overtook the combined works of Harry Potter. All because of the methodology in the book. Now, why did the book do so well? This— at the back of the book was this list of phrases that I had coined, phraseology, words that represented the 10 chapters of the book. And each of these 10 chapters was a word or a phrase that I practically invented. And made memorable, just like Marissa Peer said. RTT. There was transcend the culturescape. I coined the word culturescape. Question the brules. A brule is a bullshit rule. Practice consciousness engineering. That's a methodology. Models of reality. We're gonna cover that. Upgrade your systems for living. What the hell is a system for living? Something I coined. Bend reality. I started selling t-shirts with this. People loved it. Live in blissipline, the discipline of joy. Create a vision for the future. Be unfuckwithable. If you've heard that word, I helped popularize it and Live Your Quest. Live Your Quest became the title of the documentary that got an Emmy nominee that actually won a daytime Emmy. All of this are unique phrases, methodologies. Now, in that, I also had a bonus chapter on something called the 6-Phase Meditation that became super popular, started being used by professional athletes that got its own book as well. Phraseology is the science that I'm using here. It's what Marisa Peer used for rapid transformational therapy, and it's what you need to learn to use as well. Phraseology was a big part of what made The Code of the Extraordinary Mind so sticky. You see, Amazon, how the book hit number 1 was this. Amazon periodically takes a handful of books and makes them free. So for that time it hit number 1, the book was actually free on Amazon for its premium users. They get like 1,000 books free. So most people take a book off the Kindle shelf, they flip through it, they put it back, they take the next book, they flip through it, they put it back to take the next book. But Code of the Extraordinary Mind, I'd done something really interesting. I used techniques in the beginning of this book to make it sticky. See, there's no introduction. Rather than introduction, I added this, before you begin, no, this is not your typical book. Every book needed an introduction. I got rid of that. They told me every book needed a foreword. I'm like, why? Forewords are usually boring. I don't want a foreword. All of the other books followed the usual rules— introduction, foreword. I call those bullshit. I call those bullshit rules. I wrote this: before you begin, know this is not your book. And I wrote 5 reasons that make this book unique. And then the introduction was not written by a special guest. They told me, you need a celebrity to write the introduction. Try to get Elon Musk. I'm like, no. I'm gonna write the introduction. And I wrote the introduction using another technique to make it sticky, a technique called idea collision. So now, so the idea collision technique is this. I spoke about a time I was invited to speak on stage with the Dalai Lama and how I was so nervous the day I was supposed to go on stage. I go to the hotel bar and I ask the bartender for shots of vodka. And I described that entire moment vividly. So I take 2 ideas. Dalai Lama, holy man, and vodka, dangerous drink. And I smash them together and the user has to know what's gonna happen. Am I gonna get banned from Tibet? Does the Dalai Lama join me in a drink? Do I like pass out before I get on stage? They gotta know. And it made them read past page 11. Page 11. If you read past page 11, Amazon counts the book as read. So all of these other books on Kindle, people would take them off. They would read up to page 7, after page 8, put it back. It didn't get counted as read. But mine, you got past page 11 because of the story, because of the stickiness, because I didn't waste time with bullshit ideas like forewords and celebrity introductions. And that's how the book became number 1. So, you see, when you know the process, you can engineer it. Now, in the introduction, I also started dropping my phraseology. I mentioned, See, right in the introduction it says new words. This book contributes more than 20 new words to the English language. I had to create new words to describe, sometimes humorously, the new models for living that you'll be introduced to. Words are powerful as they influence how we see the world. Once you understand these words, your perspective of certain things will change. Now people want to know what are the new words? Well, that's phraseology. So that's how you get a book to number 1. Publishers don't know this stuff. Many publishers are clueless. They're not marketers. But when you understand the method, you can hack the system. Okay? So phraseology, what does that look like? All right? We're gonna come to that in a moment. Now, part 2, don't create just learning, create transformation. Okay? How do you create transformation? Now, by the way, People running the webinar, could you take away the unnecessary videos? Some people are looking at the wrong screen. Take away the static picture of me. Take away the no signal. Just stop doing that. Just keep one screen and that's me. Okay, thanks. All right, here's what you got to know next. Experts who create students who are, who speak about their work. are not just doing learning, they're doing transformation. Learning is something that you can come to and you forget. Okay? So if you read a book within 24 hours, science says you're gonna forget 80% of the book. But transformation is different. Transformation is when your understanding of the world shifts. And a mind once transformed is a mind expanded. And once that mind expands, it can never again shrink back to its original size. So transformation is an expansion of your awareness. The University of Toronto defines it as this: transformation is the acceptance of new meaning schema that helps you understand the world better. Once you understand, for example, the concept of metabolic efficiency, Okay, and how to get your body to to stay lean. You stay lean. A mind valley program like WildFit teaches that to you. After I did WildFit, I went from 22% body fat to 14%. I'm that was ten years ago. I'm now at still at 14% body fat because my brain was transformed. I can never eat unhealthy again. Lifebook, another Mindvalley program. Once you understand the concept of life balance and setting goals, targets for every, all the 12 categories of your life, you can never again play small. So your life keeps expanding. That's the difference between transformation and learning. You don't learn goal setting. You expand your awareness of why One needs to live a glorious, balanced life. Okay? Now, transformation is a form of identity shift. Great teachers don't teach. They shift your identity. You become a different person. And let me explain how powerful this is. Okay? So this is a diagram from James Clear's book, Atomic Habits. It's a wonderful book, one of the bestselling personal growth books Now, to transform your student, there are 3 ways according to James Clear. So let's say you want to transform your body at the gym. Okay, there are 3 ways you can set a goal to transform your body. And you want to understand this for the sake of your student. The first is outcome. I want to lose 5 kilograms.

Okay.

The second is process. The second is process. I'm gonna go to the gym 3 times a day and I'm gonna do high-intensity interval training. Sorry, 3 times a week and do high-intensity interval training. The third is identity. We'll come to identity in a moment. James said outcome-based goals are really hard to follow because if you just say, I wanna lose 5 kilograms, there are gonna be days when it's gonna be cold, when you haven't had enough sleep, You're gonna talk yourself out of going to that gym. Going from outcome to process is a slight better development. You're telling yourself, okay, 3 times a week, let's go. 3 times a week, high-intensity interval training. But there will still be moments when life gets busy and the 3 times goes down to 2. But then there's identity. Identity is what is where it's no longer about habit. It just is. Identity is I have the body of an athlete and my body needs to move. And if my body, you know, needs to move, I wanna jump outta bed and hit the gym. That's identity. You don't miss a gym session. The goal is to get your students from outcome to process to identity. Most people stop at outcome. Better teachers stop at process. Great teachers shift identity. Now, Marisa Peer, what she's doing with Rapid Transformational Therapy is going in, shifting your identity. So Rapid Transformational Therapy is a form of phraseology, but it's also a mechanism for implanting a new identity. How can you shift the identity of your user, of your student? Turns out there's a 5-step model.

Mm-hmm.

that we apply at Mindvalley with every teacher. And I'm going to give you this model and you can apply this model to your event, to your course, to your seminar, to anything you're teaching. You guys ready? Okay. Now, the 5 Praxis of Transformation are the 5 things that cause a human being to transform. And it's critical reflection, critical study and writing, Social discourse, rate of application, altered states. Let's break it down. This is the ingredient list we use to produce every course that we use to create every seminar that we use in this summit to make it sticky because we want you to learn. So you go deeper with us. So you come back. So you tell your friends. Now there's a page on Mindvalley, and I'm going to give you this page where you can basically Look at our five practices. So I'm gonna paste the page in the chat. Okay, you'll see I just pasted it. Community managers in the chat, please share that page. So we'll go one by one in every course, every experience, every stage. What I want you to do is help us help your customer. Go through the 5 transformation stages. So the first is critical reflection. Critical reflection is getting the audience to think about an assumption and shift it. Have you noticed the critical reflection that we inserted in this summit? Did you guys notice? What was it? Post it in the chat. We did a critical reflection right in the first 1 hour. The 3MIQ. Exactly. The critical reflection there was— so critical reflection, typically you're getting people to like reconsider an assumption of the world and act on it immediately. So the critical reflection is, are you setting goals in all 3 areas of life, not just goals in business? Experiences, growth, contribution. We did another critical reflection. We used it We use the story of Bob Proctor, and the critical reflection is, are your goals big enough or are you playing small? We're getting you to reflect critically on assumptions in your mind. Now, the second thing is you don't just do critical reflection. You get people to apply it through study or writing. We're doing study right now. You're paying attention to me. Writing. Did you notice I showed you a picture of the paper? I showed you examples of people's 3MIQ because I want you to write it down. There's a power in writing. I kept stressing, don't type it in the chat, put it on your paper. I spoke about where to put the paper, looking at the paper in the morning, putting it down. You're taking idea and putting it on paper.

Okay.

Peer-reviewed studies show that reflective writing leads to various positive outcomes, including resilience to stress, stronger immunity, general emotional wellness. Isn't that crazy? Okay, so that's critical reflection and reading. Now the 3rd ingredient is social discourse. Social discourse is where you bring students together in community. All right, this is where you get students to talk to each other. If you're in a seminar, this is why the seminar instructor will say, turn to the person around you and tell them what you just learned. Great people, great speeches do that. Now, where did we do social discourse? Think about this. Where did I invite you guys to do social discourse? We did a big round of social discourse. Where was that? In the chat. In the chat, I said, I want you guys to write down your favorite goal under growth, your favorite goal under experience, your favorite goal under contribution, right? That's social discourse. I'm getting you guys To connect with each other's mind. Now the 4th one is rate of application. So rate of application would be something along the lines of when you learn something, how fast do you execute it? Rate of application. Where did we do that? We've done that already. I asked you to write down your 3MIQ on a piece of paper and stick it on your wall. So Great teachers get the student to get the result immediately. Immediately. Okay? Writing down the 3MIQ means rapid rate of application. I didn't teach you the 3MIQ and say, go do this tomorrow. I'm like, guys, let's go. We're doing it right now. And then the final one, we didn't get time to do this, but the final one is altered state. Altered state is hypnotherapy, meditation, breathwork, visualization. Great teachers bring in altered states. You know, in our muscle building program, 10X, we actually have a muscle visualization. Of course, Arnold Schwarzenegger, you know, he spoke very openly about creative visualization for muscle growth. So we don't just teach you gym routines. We give you an audio that you can listen to to visualize your muscles growing. That's altered state. So altered state, again, meditation, hypnotherapy, breathwork, creative visualization. Now, if you can integrate all 5 of these, you end up with a powerful way to transform your student. So let's, let's go through a typical course. So this is Marissa Peer's course. Okay? So in Uncompromised Life, a typical course, Every course we do at Mindvalley, we integrate this. So Marissa here under Uncompromised Life, let me show you how it's done. Critical reflection. She gets you to think about things in your life that you, you, you feel you're struggling at. Everybody. So an uncompromised life means a life that's great in every area. Some people, they're great at relationships, but they are broke, or they're making money, but their health has gone to hell. She gets you to understand that we don't have to be binary about it. We don't have to choose. We can have both. That's critical reflection. She gets you to write down the things that you want to achieve. Okay, that's critical study and writing. Then there's social discourse. As you're doing the course online, there's a community and our students are discussing. Let me show you how we do community at Mindvalley. So we have a community platform called Finer Minds. It's our own community platform. And let's look at one of our typical courses, Manifesting Mastery. So you can see the students are sharing with each other. People are sharing their thoughts. They are sharing ideas. The community is active. They are sharing resources with each other. Okay, all of this by the community. This is community. Now the next thing is, let's go back to Rate of application. Now, in Uncompromised Life, Marissa does something really interesting, and this is what made her a great therapist. A lot of other therapists were selling bullshit packages. Now, excuse me for, for, for being harsh with those words, but it's true. You wanna do one hypnotherapy session? Cuz honestly, hypnotherapy is that effective. I've been hypnotized by Paul McKenna once, and it's worked by Marissa Peer once. And, it's worked. I've seen Joe Dispenza do this. He does it once with someone and it works. But, there are many other people out there and I don't blame them, it's just a business model they have been taught who will sell you a 20-session package. And, I've experienced that. I experienced that with a chiropractor. I just needed my back fixed once. Somehow, this guy sold me a 20-session package that was completely unnecessary.

Yeah.

What Marissa does is different. What Mindvalley does is different. We don't wanna do that. That's not right. So Marissa knows if I can fix someone in one session, I'm gonna do it. So rate of application within the course itself, she guides you through a hypnotherapy to look at your financial blocks and fix it. And you instantly feel better. You feel better about money. You identify that you may have a, an abundance block. And she's doing this using sound technology that puts you in altered states. Let's take a look at what that looks like. Okay, so I'm actually going to show you— I'm actually going to dive a little bit into the new Mindvalley platform that we're building, and I'm going to show you how sound technology that puts you in altered states work. Okay, so meditations. Okay, so we pick a meditation. Let's say pre-forgiveness. Okay, so we do altered states through meditation. And then what happens is that you have the, you have the audio, and then we put like a background sound on the audio. And our students go through this. This is our actual platform. So the student, we give the student the tool to customize the sound.

Just allow—

Can you guys hear that? Okay. And that's how, and that's how we're able to put people in altered states. So Marissa is applying all of these in her program. And that, guys, is how this program was able to do so far. I think it's at $25 to $30 million in revenue. Think about that. One online course. $30 million in revenue. But it's this system. Now ask yourself, are you applying this? And it's easy. Number 1, critical reflection. Challenge your student to think. Question 2, make them write it down. Okay? Make them— so watching a video is also reading. Social discourse, get the students talking to each other. Rate of application, do not ask them to do it tomorrow. Get them to take action now. And altered states, do a visualization. You can be a fitness coach. You can still read a guided visualization. Okay? Hypnotherapy, breathwork, or meditation. All right. Now, this is— take a photo of this. This is your design map for your course. Now, somebody asked, can we do this for physical products? So that's a great question, Thomas Mosser. Let's talk about this for an event. Okay? So if you're doing an event, ask them, you know, you can have— I remember being at a Harv Eker event and he made us do a critical reflection that was so incredible. He made us— he put up a list on the wall of the biggest money blocks. And he made us identify our 3 biggest money blocks. Then he made us turn to our partner and explain how that money block had been holding us back in life. In one go, he did critical reflection and then writing, because we had to write down the block, then social discourse. We had to turn to our partner. People were breaking down in tears because they had gone through this sequence. Then he made them do an application. He made us all do an application. The application was To commit and promise to never ever act on that block again. For example, if our money block was the idea, you know, making money makes you a bad person, rich people are evil, what can we do to remove that block? And then at the— throughout the seminar, he's guiding us through visualizations to heal and reverse those blocks. Transformative seminar. So all 5 of these can be brought into a seminar agent as well. Okay, so that was that session. Now what I want to do is we still have a few more minutes on this session. So what I want to do next is I want to actually take some questions from the audience. Jason, would you like to help me with this?

Yeah, absolutely. Happy to help.

Okay, great. What is, what's the biggest question coming in from our audience right now?

So one of the questions I just saw, and you started talking about it, but I wanna see if maybe you wanna go any deeper, is on physical products. And I know you're gonna actually cover a lot of that in the next section, so maybe not too much of it, but do you wanna maybe talk about how it would apply more to an actual physical product?

Okay. So I did, I did mention the Harv Eker seminar, but when it comes to physical products, I need to understand. Um, so Thomas Moser, who asked, Thomas, what is your product? Could somebody give me an example of a physical product?

Somebody said here, art objects.

Say that again.

Art objects.

So pieces of art. Oh, okay. I have an idea. Okay. So let me actually bring a physical product and show you. Okay. So let's look at— we're gonna look at a supplement brand. Okay, so this is my supplement brand. Okay, so there's a very interesting supplement over here called Bliss, and Bliss is a pill designed to prevent you from having to need alcohol. So Bliss gives you a boost because of the ingredients in it without having to take alcohol. I rarely drink, but I take Bliss before going out with friends. Because it gives me the energy and it activates the parts of your brain that get activated with alcohol in a healthy way. All right. Now let's look at how we can apply these things to a physical product. Okay. So right now, everything over here is just a supplement. Now, how we apply it to a physical product, and that's Sean Wells, that's my business partner. He's the supplement scientist who created it. So you'll notice over here, free ebook. Okay, so what we do over here is we give a free ebook on— so in this, this one is on— is, is based on our sleep product, but we give a free ebook to educate the reader. So this is called educating the reader. You could be selling any physical product. Let's say it's artwork. You could have a free ebook on your website, how to choose the perfect art for your for your apartment, or what makes art great. Okay, educate the reader. So in marketing, this is actually a principle for things which are new. You need to educate the reader on why it is important. So we created a free ebook. There's a free— there's going to be a free ebook for why alcohol is harmful and why saffron Is a supplement that can help you overcome alcohol. Now, I'm actually gonna show you the sequence and the method on how to write that ebook. That's gonna happen tomorrow. Okay? But let's look at the breakdown of how this is being applied here. So the first one is in the ebook, we may ask people, I want you to remember a time when you drank too much. How did that feel like? That's critical reflection. We might have made the ebook interactive. So, for example, as you're going through the ebook, there might be a form that you fill out, and the form might ask, how much do you drink? What— how do you feel after you drink? So on and so on and so on. We— so the student is being critical of themselves. They are writing things down. We're getting data. And at the end of that, we give the student a report based on how much you're drinking for your weight and your body size and your goals. It's okay, or you probably want to cut down. So that's critical study and writing. Now, social discourse, we don't really bring in here because it's a supplement. So this one doesn't really apply here. Rate of application. This is what we do when we ship them the supplement. We don't just tell them, take this to avoid alcohol. What we found works is we designed the supplement so it's something you want to take every day. That is increasing your rate of application. So actually, the ingredients over here, for example, this contains something called paraxanthine. We show the science that says that daily intake of paraxanthine actually keeps your focus and your brain healthy. So you don't just take this to avoid alcohol. Maybe you don't need to go out, but taking it every day gives you an edge. So, that's rate of application. And finally, this is really interesting, altered states. So, we actually brought in an app with sound technology. So, we have supplements over here for peace of mind, for example, Zen. And, when you buy the supplement, we actually brought in an app where you could get sounds that you could play in the background to help you further relax. But, you know what? That we actually took away because we found that it was super confusing for the user. The user wanted supplements. We didn't need to teach the user how to use an app. So in this one, we brought in 3 out of the 4. Okay, 3, sorry, 3 out of the 5. We brought in critical reflection, we brought in critical writing, and we brought in rate of application. So that's how you do it. Now, how you do it is the physical, you offer a free ebook. And the free ebook is a powerful, powerful strategy. We're gonna go very deep into this strategy tomorrow when we discuss— let me see where it is here— session 9, From Free to Leads: The Power of Email. I'm gonna show you a website where I put up a free ebook and overnight sales went up 96% overnight. Now, it took 30 days to write the ebook, but that was before AI. You should be able to write an ebook right now in like 1 week, but sales doubled overnight because of this technique. We'll go deeper into it tomorrow. Okay? So thank you, Jason. That's it for this part of the session. I'll hand it back to you, and then I'll see, I'll see the group in the next session. In our next session, we're now gonna be talking about selling techniques, okay, and how to sell to the right audience. And this is gonna be a really fun session. Back to you, Jason.

Awesome. I am really looking forward to this next session. I'm actually not gonna give Vishen too much of a break because I love what he was saying, especially at the end, actually goes directly into what we're gonna be talking about next. And when I think about what's coming up next, it really reminds me of one of my favorite stories. There was a man who inherited an old violin from his grandfather. He had no idea what it was worth, and so he takes it to a pawn shop. The guy behind the counter, he barely glances at the violin, offers him $20, and he calls it firewood with strings. Now, he wasn't convinced, so he went to a music shop instead, and this time it was a little better. The owner said, okay, this is a decent student violin, offered him $200. The guy says, okay, thanks for your time, but no thanks. Now, the guy almost gives up. But on a whim, he takes it to one more place, a violin specialist, someone who spent 40 years around instruments just like this one. The second this guy sees the violin, his hands start shaking. It turns out it's not just an old violin, it's a rare instrument worth $1 million. Same violin, 3 different rooms, 3 completely different answers. The violin itself never changed, but what changed was who was standing in front of it. The pawnshop guy wasn't wrong that he didn't see the value. He just wasn't the right audience for it. See, in the wrong room, even a million-dollar treasure looks like firewood. Most experts talk to everyone and then reach no one. And what Vishen is about to teach you next is going to make sure that's not you. You're going to learn how to know what room you're meant to be in and to understand the psychology of the people that you're most meant to serve, not just their demographics, but what they already believe right now, what's keeping them stuck, so you know exactly how to speak to them at a deeper level where they actually take action and they come along for the journey of whatever it is you offer— physical products, digital products, it won't matter. You're gonna learn the 5 levels of market sophistication, which is gonna be so, so powerful. This is gonna be a game changer for you because this is how audiences evolve from just wanting a benefit to needing a mechanism to eventually responding to nothing but emotion. And these levels of sophistication are so, so important to know, and it's something that most people miss. And Vishen's going to walk you through it using some really interesting and really fun case studies that will show you exactly how to apply this in your own business. So without further ado, Vishen, take it away.

Thank you, Jason. Good to be back. All right. I love this session. This is one of the biggest marketing lessons I learned. And when I learned this lesson, everything changed for me. This lesson helped me create the very first masterclass, not just in Mindvalley, but the very first time someone used masterclass for a webinar. It was for a product called Quantum Jumping. And that first masterclass did $1 million in revenue. We had never seen that much money. In one month before, but it worked because of the principle here, because I suddenly understood that I was marketing wrong. I was selling to the wrong audience. Now, let me explain it in the following way. We're going to look at Gillette razors over the last 100 years and the evolution of their marketing. And you're going to understand the concept called market sophistication and why you must know the sophistication level of your audience Before you write a single word of your copy or your email or your blog posts or your positioning statement. And you wouldn't believe how many authors I see get this wrong. So let's start with a simple video.

What is dollarshaveclub.com? Well, for a dollar a month, we send high-quality razors right to your door.

Yeah, a dollar.

Are the blades any good?

No.

Our blades are fucking great. Each razor has stainless steel blades, an aloe vera lubricating strip, and a pivot head. It's so gentle a toddler could use it. And do you like spending $20 a month on brand name razors? $19 go to Roger Federer. I'm good at tennis. And do you think your razor needs a vibrating handle, a flashlight, a back scratcher, and 10 blades? Your handsome-ass grandfather had one blade and polio. Looking good, Papa! Stop paying for shave tech you don't need and stop forgetting to buy your blades every month. Alejandro and I are gonna ship them right to you. We're not just selling razors, we're also making new jobs. Alejandro, what were you doing last month?

Not working.

What are you doing now?

Working.

No Vanderbilt, but this train makes hay. So stop forgetting to buy your blades every month and start deciding where you're going to stack all those dollar bills I'm saving you. We are dollarshaveclub.com, and the party is on.

Okay, this ad took a simple idea: razors sent to you by mail, cheaper than Gillette. And turned it into a billion-dollar company. Dollar Shave Club was a billion-dollar company for several years until they couldn't deliver on their promise. Now, I share this with you because we're going to discuss the importance of delivering on your promise. Now, what happened was when they couldn't deliver on their promise, they grew too fast. They couldn't ship razors in time. The prices started, you know, they claimed they were going to be cheaper than Gillette, but then their prices started going up. The investors fired the founder. That was a big mistake because this was founder-led marketing. And you're gonna understand founder-led marketing soon because even if you're selling razors, what I'm teaching you here applies. Every founder needs to be the spokesperson for their product. When they fired the founder of Dollar Shave Club, he was the guy in this video, the company tanked. And Dollar Shave Club today is basically on life support. But there's a greater story here. We're going to talk about founder marketing. We're going to come to that in the coming days. We're going to talk about the importance of delivering to your customers. But the greatest story here is the story of razors and how razor marketing has had to evolve across the years. You see, in every market, there are 5 levels of product. And when a new product is introduced into a market, It grows through these 5 levels. You must know the level of the market. This is called market sophistication, and you write your copy based on this level. So this is level 1. This is approximately 125 years ago when the shaving razor was first introduced. This is 1903. Do you know in 1903, the world was a very different place? Americans, for example, didn't brush their teeth. Americans started brushing their teeth in 1920. Can you imagine how horrible it must have been like to kiss someone before 1929? But the other thing that wasn't common was shaving. So when Gillette, a tiny little company, introduced the shaving razor, their ad was simple. You don't have to go to a barber to get that beard cut. You can just shave yourself. And that was it. Shave yourself.

Yeah.

It was a new product and the benefit. So a level 1 is new product, not many competition. People are seeing the ad for the first time. This is novel. The new product was simple. You lead with the benefit, shave yourself. And Gillette sold a million razors plus. But when that happened, competition started emerging. Now there were several other razor companies and all of them were saying, shave yourself. Shave it at home. It was too similar. So Gillette had to go one level better. They had to add a new benefit. And the new benefit was basically this. They experimented with various things. One was, hey, shave yourself so you look good and maybe you can find a mate. And this was the ad. This ad would never work today. It basically was saying, Don't just shave yourself. Basically, shave yourself, shave yourself and look better. 2 benefits: look good and find a mate. Now, what then happened is other people started saying, all right, shave yourself and be attractive. Shave yourself, find a mate. Stop being a messy, like, disgusting man with, like, ruffled beards. Shave, shave, shave. And now Gillette had to go to level 3. So level 1 and level 2. Level 1 is benefit, new product. Level 2, competition has come in, you stack on the benefits. So it's not one benefit, your product now has 2 benefits. It's not just shave at home, it's shave at home and be good looking. Okay, Gillette tied good looking to their blades. But when more competition came in, Gillette had to switch to level 3. Level 3 is where you introduce a mechanism, a mechanism is a unique process or technology. This is level 3. Level 3 is the safety razor. No more blood. And their ads were a baby shaving. Think about how disturbing that is. You can basically shave your baby without slicing their skin. You can shave yourself without slicing your skin. The safety razor. But oh no, people then started competing with the safety razor. Other people started copying it. So, Gillette had to innovate further, right? So, they had all of these ads, okay? Safety razor. Safety razor became the big thing. Safety razor was the mechanism. As more and more competition came in, they had to add more mechanisms. They had to up the technology. Do you know at one point, cars didn't have cup holders? And then one car company came along and came up with the cup holder. And it was new and it was novel. And people were like, wow. And then every car started adding a cup holder. Now, if you buy a car without a cup holder, like it's a piece of junk. So, as everybody starts imitating, you go from level 3 to level 4. You got to add more and more mechanisms. So, Gillette then introduced the TwinJector, twin blades. It's basically that. It's like 2 blades, but they didn't call it 2 blades. They called it the Twinjector. And they had this famous bald actor who played Detective Kojak in the TV show endorse it. The Gillette Safe— everyone was doing safety. Safety was no longer it. It became the Twinjector and Telly Savalas. But then, as everyone starts adding 2 blades, as everyone starts making it safe, Gillette is faced with an interesting predicament. They have to keep adding mechanisms and mechanisms and mechanisms. And now you basically have 3 blades, lubricating strip, blunt blade indication, Fusion design, Power Grip, and ProGlide. I, I've been shaving for 2 decades. I have no frickin idea. What the hell is ProGlide and what the hell is Fusion? But I buy frickin Gillette anyway because I'm afraid if I don't have Fusion ProGlide, I'm going to slice my skin and die of blood bleed on my bathroom floor naked. So this is market sophistication. Level 1, new products start with the benefit. Level 2, competition come in, double benefit. Level 3, everyone already has the benefit. You go to the mechanism. Level 4, it gets a little crazy. Now, at a certain point, at a certain point, the mechanisms don't start making sense anymore. Every car has a cup holder. Every car has 4 wheels. Every car has a steering wheel. Every car has navigation. You get to level 5. Level 5 is where big businesses play. And level 5 is emotion. So let me show you how Gillette now does ads. It's basically emotion. This is a Gillette ad. Notice it's they don't even mention the razor. It's about the emotion of being a man. Watch bullying. The Me Too movement against sexual harassment masculinity.

Is this the best a man can get?

Is it bullying a problem we can't hide from?

Sexual harassment is taking over.

It's been going on far too long. Again, laughing it off.

What I actually think she's trying to say— Making the same old excuses.

Boys will be boys. Boys will be boys.

Boys will be boys. But something finally changed.

Regarding sexual assault and sexual harassment. But she says— and there will be no going back.

Because we, we believe in the best in men. Men need to hold other men accountable. Smile, sweetie. Come on. To say the right thing, to act the right way.

Not cool, not cool. And some already are in ways big and small.

I am sure But some is not enough. That's not how we treat each other, okay?

Okay.

So you guys get the idea, right? The ad doesn't even feature the razor. That's level 5. Level 5, basically, they bring in neuromarketing. These large companies, they basically put an audience into a room. They're able to see what parts of the brain of the audience is being activated. By the messaging in the ad, they are associating an emotion to Gillette. Right now, it's identity. Gillette is for real men. This is what real men are for. Beautiful, right? But that is how marketing evolves. Now, how because the boys watching today, how this applies is in the following way. Hi. This is the first Mindvalley website. This is 2003. Notice in 2003, people didn't understand the concept of altered states. Meditation was still relatively new. You know, research in meditation only went to an exponential rise in 2010. And so notice our website is leading with the benefit. Why do some people have it all while others stumble and crawl? I did millions with that headline. But it's leading with the benefit. That's 2003. Today, when we sell silver, we don't talk about the benefits of meditation. Everybody gets that. We talk about the mechanism that you are learning to access altered states through a proven, easy-to-follow process. Beta, alpha, theta, delta. We're going into the mechanism. Now, the difference is this. So many of you are selling to the wrong audience. You are selling a benefit when your audience is already aware of the benefits of coaching or the benefits of meditation or the benefits of leadership training. And you need to move to sophistication level 3 or 4, which is the mechanism. How is your coaching different? So, Many of you need to actually learn from Gillette. Now, the difference is this: in an early market, your headline starts with the benefit, and the mechanism is the subheadline. In a later market, you lead with the method or the mechanism; the benefit is the subheadline. Let me give you an example. Okay? So if if I was looking at my old Silva website. See, the benefit is what we lead with. Why do some people have it all while others stumble and crawl? And then we go on to the mechanism. Over 1 million people have used Jose Silva's mind training techniques to help them build. Benefit first, mechanism second. Okay? Now, when the market gets more mature, you have to lead differently. You actually start with the mechanism first. Let's look at our meditation website right now. This is our meditation website right now. We start with the mechanism first. Meditation was never supposed to make you calm. It was supposed to make you unshakable. Unshakable meditation is our mechanism. Notice the word performance meditation engineered. We're not talking about calming down. We're talking about the mechanism. And then below there, we have the benefit. So in one scenario, Early markets, new products, no competition, benefit, then mechanism. Once competition is there, your mechanism has to get the highlight. Your benefit is second. Do you guys see that? So let's look at, let's take it further. Okay, let's look at leadership coaching. In the early days, you could sell something called become a confident leader. I can tell you today, leadership coaching is everywhere. Nobody cares. There are at least 1,000 programs out there that can make you a confident leader. But many of you are still selling your product like this, become a confident leader. Nobody cares. You must ask yourself honestly, how much competition is there? And if there's a lot of competition, the competition has educated the market. Now, if you go back to leadership training, maybe 20 years ago, It would've been at stage 2. Stage 2, you bring in a benefit. So the benefit here is stay confident even in the midst of chaos. Now you're bringing in 2 benefits, confidence and calm in the eye of, in the eye of the storm. 2 benefits. Okay? So your competitive, your competitor might just say confident leadership. You might have a 3rd competitor, competent leadership, but you're saying confidence and stay calm in the midst of chaos. Dual benefit. But then people are gonna start imitating that. You now go to stage 3. Stage 3 is the mechanism. Stage 3 is the customer going, yada, yada, yada. I know that. Tell me how. And this is where you say, you, you, you speak like this. Learn the LEAD model for leadership training by McClellan. McClellan could be a professor, could be a PhD. So now It's the mechanism. It's a methodology called LEAD. It's a professor called McClelland. A specific method enters the message. But now what's gonna happen is after many years, several years, your competition is also gonna start bringing in their methods. They're gonna talk about, you know, their hypnotherapy for leadership, special app for training leadership in bite-sized chunks. So now, Your mechanism gets more advanced. You talk about, you stack on mechanisms, the LED model enhanced with scenario simulations, personalized feedback, and guided rehearsal. Now you start standing out. Okay, so that's stage 4. Now, because this is not the domain of big companies, you don't really have to go to stage 5. Stage 5, you know, might be an ad campaign. Great leaders think differently. Remember the Apple Think Different ad? But, you know, leadership training is not the domain of big companies. You're not selling a laptop or a car. We don't have to worry about emotion design, stage 5. But many of you need to be at stage 3 and stage 4. But the problem is you're selling at stage 1 and stage 2. That's a big reason why you're not getting sales. So I want you each to understand now how the classes connect. Your phraseology Helps you move up in a competitive market. My book, Code of the Extraordinary Mind, didn't say 10 mindset tips to live a better life. Nobody cares. The book says, learn how to question the rules, learn a methodology called consciousness engineering and a daily practice called the 6-Phase Meditation so that you automatically ascend in your power in the world. Do you guys see it? Don't bring in mechanism. Sorry, don't bring in benefit into a battle. It's like taking a knife to a gunfight. You must know your mechanism, your phraseology for that mechanism, your system, your process. And that's when you start standing out. Now, do you see why Marisa Peer's program, Rapid Transformational Therapy for Abundance, stood out. It's the mechanism. Let's look at, let's look at another Mindvalley program. Okay? So we're gonna look at Lifebook. So when Lifebook came to me, I tripled their sales in 3 years. Now, Lifebook is fairly new. So you'll see we lead with the benefit, design your best life with Lifebook. Okay? It's fairly new. Your life, a masterpiece created by you. Benefit because it was a— it didn't have much competition. This is our old website. We have a new Lifebook website coming up. We go straight to the mechanism. Let me show you. Okay, the new Lifebook website, straight to the mechanism. Okay? It is an AI, a proven system for an extraordinary life. It is an AI that helps you. So you wanna be able to understand how to essentially label your mechanism, position your mechanism, stack on benefits. All good? And when you do this, this is when you achieve incredible results in marketing. Okay, so how does the headline evolve? Confident leadership, confidence in chaos, lead model. This is level 3. Level 4, lead with simulations, feedback, and rehearsals. Okay, so most of you need to move up to level 3 and level 4. And this is what I want you to do. I want you to actually look at your product, take a picture of this, and write down your 5 reasons. 5 versions of your product. You can skip level 5 unless you are, you know, unless you are selling something that is already in a very competitive field, maybe a medical, maybe a medical solution, maybe some sort of health kit, then you can talk about emotion design. But many of you, you pretty much would be at level 3 or level 4 unless you're in a very early market, then you can be level 1. So somebody asks, Herb asks, what about finance? Well, it depends on exactly what financial solution. Okay, take a picture of this. So remember, stage 1 to 2, benefit. Stage 3 to 4, lead with mechanism. Stage 5, establish an identity association for your customer. We'll go deeper in this, but now it's time for John Lee, who's gonna show you how to go from leads to customers. So now you start understanding how to position your product. Incredible. How do you now get leads to actually give you money? Back to you, Jason.

All right. Thank you so much, Vishen. That was, for me, that was probably my favorite session of the day so far because I am a human and behavioral psychology nerd. So I thoroughly enjoyed that entire thing. Is anybody else like me that they geek out on that stuff? Do you geek out on the human psychology, buyer psychology, all that stuff? Yeah, it's so crazy. And that's, that was really a masterclass on market sophistication. And it goes so perfectly with the session before it as well about having this methodology, because once you have your signature method, then it's so much easier to go to level 3 and 4 like Vishen was talking about, right? Because you have your signature method, you can actually Name when you're then promoting that, that business out in the world. So I absolutely love that. I am, I'm just so happy that we got to do that. What was one of the big shifts that you got from that? I'm just curious, what was a big shift for you in the market sophistication? And I saw from some of you, some of you said, oh, I realize I'm going to, I'm staying too much in level 1, but I should be in level 3 or 4. Did you recognize that for yourself? And while those are coming in, Vishen, just to let you know, somebody did offer to shave you. In the chat, so there would be no accidents. I'm really not sure what to say about that. I really thought goddamn you, Bob Proctor was going to be the height of it. But again, here we are. So yeah, so a lot of people saying, yeah, yeah, being in, being kind of in the wrong place, that they need to focus on mechanisms, that they need to go to level 4 now. Yeah, that's great. So this is all, this is such actionable stuff. And I really want you to think about this. I hope you took the picture of the screen that Vishen showed you those different things and you go fill those out for yourself. Because it'll make a massive difference in how you reach your market. Okay, so now that you are clearer on who you're talking to and how to talk to them in a more sophisticated way, our next teacher is going to show you what happens after they find you or you find them. Now, John Lee is an entrepreneur and an investor who built his first, his first fortune in real estate before moving into building multiple 7-figure businesses. And now he mentors entrepreneurs, CEOs, and public figures on wealth and scale. But here's the part that actually matters for all of you. John generates millions of dollars from Instagram videos, and he speaks to audiences of tens of thousands across Asia and Dubai. So this is not just a you should post more content talk. This is about the actual architecture— what content converts, how you build an audience that buys instead of just lurking and watching, and a monetization model that runs without you needing a big team behind it, which has been some of the questions we've seen before. How do I do this without a team? So pay attention to the numbers that he's about to show you because they're not theoretical. And please welcome the incredible John Lee.

Thank you, Jason. Thank you, Vishen. I appreciate you all. Can you all hear me okay? If you can hear me okay, give me a yes. Give me a yes if you can hear me okay. Just wanna make sure you can hear me, you can see me okay. Thank you, Vinnie, Rachel, Cherry. Wow, the Chat's gone. So I appreciate you again. Thank you, Vishen, and thank you, Jason, for really an incredible introduction. You know, I'm super excited to do this because I don't— like, when I look at where the world is moving right now, we are moving from the, you know, information age and we're now going into the creator age. How many of you can see that, you know, with AI getting big, what a lot of people are doing right now is they are getting released from their jobs, they're losing the jobs But what's actually happening is now they're now moving into the creator world. So you see a lot of people who are highly qualified that are now doing things, but I just think most of the times we're not really focusing on what that message is. And that mechanism is absolutely right. In fact, if I was to really see how all these mechanisms work, or what I like to use the word frameworks. So For example, by the way, can you all see my whiteboard? Just give me a 1 if you can see my whiteboard. Just want to see if that's the technology is working here. Fantastic. So again, how do we go from leads to actually making money? I'm going to give you 10 ways we actually do this, but I want you to draw the model into this, right? So let's say this is your business. Okay. And let's say this is all the people in the world that have a problem right now. Your goal is to get them to you for the solution. That's it. Okay. That's all we have to do. Now, there are 4 ways to do this. Okay. This is my mechanism. This is my framework, how I've created multimillion-pound businesses and how I fly around the world. In fact, right now, you probably tell I'm in a hotel room. I'm about to, in about an hour or so, head to London Heathrow. I'm about to speak on stage in Sydney with 12,500 people with Tony Robbins, Gary Brecker, and Stephen Bartlett. Right. So again, I'm showing you this stuff because now we're literally right in this right now. This is what's happening. So these 4 things I want you to think about. The first one is we've got to get really, really good at free and organic content. Right. People need to know what you stand for. People don't buy what you do. They buy why you do it. Right. So what is that mechanism that you've got? For example, One of my clients who I'm coaching right now, he does Chinese traditional medicine. And one of his mechanisms is to use a slapper and basically you slap like this and then you basically release all your toxins. And I taught him this video and literally I showed him how to put this up there. His name's actually Ian Klop. This guy got millions and millions of views on his video. And that's all he does. In fact, I'll show you the quick video later on how he does this. So we've got to make sure that we are also demonstrating what we're doing as well as doing that mechanism. The second part of this, once we find what works, then we're going to go to the second part of this where we're going to do paid. All right. So for example, how many of you post a lot of stuff on social media now? Type in 1 if If you post a lot of stuff on social media, Facebook, Instagram, YouTube, TikTok, Clubhouse, all these different things. Great. Wow, I've got a lot of ones coming in. Now the question is, are you posting random stuff or are you posting topic stuff? Here's what I realized. Here's what I've realized, right? Amidst all of this, I want you to look at this formula of TOF, MOF, And bof. We'll talk about that a little bit later. See, here's the thing: if you want to get millions of views, you use this, but it's not going to get you money. The way you get money is to not get any views. And this sounds really weird, right? This sounds really weird. So tof is top of funnel, mof is middle of funnel, bof is middle is bottom of funnel. So that means the content you need you need to be creating should actually be bof content. So my videos don't get millions of views. I mean, some do, but the ones that get the least views are the ones that actually convert and make money. Because here's the thing, when we, when we want to become an expert, people need to know what we do. I want you to write this saying down: the best known beats the best. The best known beats the best. And so how do we become the best known. Like, most people have a voice like Mariah Carey, but no one's ever heard you sing before. So the key here is we have to keep posting things online, and then we get paid content. Now, the next part is we're going to go to our affiliates, and then the last part is our SAPs. Okay, so all your customers you have right now, you need to be getting them to post about your product. It creates brand, and that's how you go from Expert to authority, and then this is the big one: SAPs, strategic alliance partners. This is the big one. For example, I partner with Vishen and Mindvalley, right? I partner with Tony Robbins at his big event in Sydney, right? I partner with a lot of big people around the world, and what happens is you start to borrow brand, you start to borrow audience. Does that make sense? So we have to come from this point of. Learning how to attract attention. We're now living. If you want to go from expert to authority, it looks like this. If I was to draw the the process for you, it looks like this. Right? At the bottom here, we're kind of unknown. Right? We're unknown. People don't know who we are. In fact, how many of you have never heard me speak before? Type in one if you've never heard me speak before. Right? See, thousands of you have never heard me speak before. This is why you need to do a SAP, right? So now I'm speaking to you. You now have heard me speak, right? So now I've gone from unknown to now becoming known. So what happens is we go from this level of becoming this unknown to now becoming known. Okay, so now people know who you are. But now when people know who you are, they know you for one thing. So one thing that you have to— if you want to become an expert in something, you have to be known. You have to own a word. You have to own a word. So what is my word? The word that I own is monetization. People only come to me when they're stuck, when they go, John, I don't— I'm doing all this marketing, I'm generating these leads, I'm not making money? Why am I not making money? And because they can't see the different angles on this, right? Your writing is miserable. Yes, Heidi, I'm dyslexic. I apologize in advance that I speak better than I write. So my apologies. Okay, so we go from unknown to known, and then we go to the next part, which is now we become an expert. Okay, we become an expert. Okay, um, Killy says never. Oh, I know, I get it, I get the similarity, but I appreciate it. Thank you guys. All right, so now we become an expert. Now when we become an expert, if you want to become the A— look at this, the A is that you want to become the authority, right? You need to be seen everywhere, and I'm talking about everywhere, right? So for example, One of the ways to become very well known and become an expert to authority is to write a book. So I wrote a book called Money Unlocked. It's been published by Hay House and it just hit the New York Times bestseller list. So what do you think that does for the brand? Does I now go from unknown to become an expert to now becoming the authority? Remember what Vishen said. Vishen talked about mechanism. What is the mechanism? The mechanism here is Unlocked. Unlocked. When you unlock, you unlock processes. So people come to me because that's the word that I own. Now let me go into some of the process. And by the way, this is Ian Clark. I literally taught him. This is his slapping video. He just does all these different slapping videos. And look at the video, the views he gets. 1.4 million views, 3.2 million views, 5 million views. Right? So the idea is you want to put these content up, and when you put the content up, people know that you exist, but we need to drive them somewhere. Is this making sense, by the way? Type in yes if this makes sense. Type in yes if this makes sense. Okay, cool. Fantastic. Good. You're all following along. Thank you. And by the way, thank you so much for participating. I can't see, like, we've had this, there's tens of thousands of people that registered. For this event, and I can't see your faces. So I appreciate you all playing along with me here. Okay. So the next thing I want to talk about is how do we do this? What what are the mechanisms to do this? And so these are frameworks I want to talk about. Here's the number one rule: If you remember anything from my keynote right now, remember this: If you want to make more money, you need to make more offers. That's it. And you can quote me on that. Take a picture of that, post it on social media, tag myself, tag Vision, tag Jason, tag Mindvalley, right? Because this one phrase is the phrase that changed everything for me. What I realized is that it's not that people don't have anything good to sell. It's just because they're scared of selling it. Would you agree? Yes or no? Would you agree? Yes or no? So take a picture of that, post it on social media. Print it out and put it all around your house. And I promise you more money will come in. Right? So by the way, just before I go into these 10 different methodologies and mechanisms to monetize, can you just tell me what line of businesses are you all in? Can you just type in really quickly, like, are you in coaching? Are you consulting? So some of you do like physical products, wellness, coaching, F&B, consulting, relationships, therapy, Hairdressing. Okay. So most of you either fall into one of these 3 categories of monetization. You either, number one, you do what we call product-based. So when Vishen was talking about the Dollar Shave Club, that's product-based. That's number one. Number 2 is going to be service-based. So now we're going to do service-based products or services. Okay. So service-based things are all about, you know, providing something as a service. And the third one, and this is the big one for becoming an authority, is some kind of brand deal or sponsorship. So here's the good news. You don't even have to sell anything, and you can still make a lot of money. Right? I have a lot of friends who have big podcasts, and I had a friend of mine who just sold his podcast for $100 million or licensed his podcast. Right? So you can now get paid for brand deals, and you can create content. How many heard of MrBeast? Right? He's become an authority. He's an expert YouTuber, but he's become an authority in the space of— his word is entertainment, right? And underneath that, you have philanthropy. So you have to think about what your message is. Like, if I were to say to you right now, what is your word? What is your word, right? What, what word are you gonna own, right? This is the thing that you need to post about, right? So, and I'm guessing a lot of you need a lot of clients, right? So this is how you do it. So if you want to make more money, you need to make more offers. And I recommend at least minimum, minimum one offer per month, minimum. If you just do that, you'll 10x whatever you're making right now. Okay. So How do we go from leads to customers? The first one is BOF content. You need to start creating BOF content. BOF content does not get a lot of views, but it creates a lot of high conversion, right? So let me give you an example. But by the way, would it be okay if I show you some live examples of this as well? Is that okay? Just so you can see like an idea of what it should look like. So for example, I use a distribution channel. I use Facebook. Okay. And let's say I take this video again. ChatGPT here or through. Right? So this I'm talking directly to my ICP. So I we I have an AI agency that installs infrastructure for marketing. Right? So here I'm talking directly to my I this is buff content. Right? It's only 23 seconds long. 23 seconds long. But if you look at this BOF content, I tell people to comment a word in there and 21,000 people have commented. So out of 21,000 people, do you think some people are interested for us to create an AI operating system for their business? The answer is yes, right? So what I'm doing is with BOF content, I'm talking directly to my clients. And I don't care about going viral. Likes don't pay the bills. Followers don't pay the bills. Specificity, interest marketing, and interest media are what pay the bills. You know, it's interesting because I have to fight with a lot of people on this. Like, John, but your videos only have like 10 views. Your videos only have like 2,000 views. I'm rich, right? It doesn't matter. What matters is, does that does that content perform? I'm messing you guys here, right? Does that does that content perform? You know what I realize is why you don't have to be intelligent to be rich. How many of you know people who is not as intelligent as you, but they make more money than you? Right? That's the point. Just do what do what vision and and Jason and all the incredible Marissa and all the incredible speakers that that. These are all people who who produce multi-million pound businesses, proven, tried, and tested. When Vishen ran this by me in Estonia, I'm like, "Oh my God, bro! This is amazing." Like you all that the goat. He's the goat in this stuff. Like he actually. So when I was with him in in in in Dubai, he said, "John, we should create a quest on Mindvalley," and they sold like 27,000 units of that quest. So if anyone knows how to do this, Vishen is the master. So if any of you get an opportunity to work with Vishen, I would highly, highly recommend it. Okay. Okay. So that's BOF content. BOF content talks directly to your audience. Okay. Number 2, the David Chen method. Right now, a lot of you like, well, John, what is the David Chen method? So I had a lot of pushback with people saying to me, but John, it's okay for you because you already speak around the world. People already know who you are. You're at a New York Times bestselling author. I said, okay, let me prove a point here that it's not about those accolades. It's specifically about topic and specifically about what people actually want to learn. So I created a fictitious character called David Chen. And David Chen, like if he was to be my grandfather, that's what he would look like. And he's got these pearls of wisdom. So, and by the way, how many of you actually do not want to put any content And so you're a bit camera shy. I don't like putting social media. I don't like videos. How many of you are not like that? Right. So BOF means the bottom of funnel. So at the end, people are interested in bottom of funnel. You know what? I know a lot of you have questions. I'll take some questions at the end. Okay. But so just let me get through as much of this stuff. I really want to give you everything that I've got. I'm trying to compress 20 years of experience of multimillion-pound businesses into this session. So you've got this, right? Remember, the only one thing you need to remember, you want to make more money, you need to make more what, please? Offers. So what did I do? I created an AI avatar, right, to also promote my products and services. Like, John, how did you do that? So I created, again, a fictitious character. It's called David Chen. And all David Chen does, I mean, this one's had like 263,000 views, 697,000 views, 1.2 million views. And I basically, and he basically says in there, if you're interested to do something, if you want to learn more, leave a comment, right? And people, 4,000 people have left a comment, right? 2,000 people have left a comment, right? 7,000 people have left a comment. Here's the thing. Right? If you want to go from leads to customers, you need to have enough volume, right? You need to have enough volume. Okay. Wilson says, no way it's you. Yes, I'm behind. In fact, I'm behind a lot of the big avatars that you see out there, right? We even created Diana Carter, who's David Chen's ex-wife, who's actually outperforming David Chen. So the good news is if you want to promote your product or service, but you don't want to put your face on camera, ChatGPT Astra has come out. You just take a picture of yourself or a picture of an avatar, drag it in, drag your products and services in, and then you use something called Windsor.ai to analyze all the different social media profiles. It'll find the highest performing content and it will write a script based off that and then it will post it on social media for you. And now you create this marketing machine That then you will— I know what you're thinking, but John, how does, how does that make you an expert? Because David Chen is promoting my book. So if thousands of people go watch David Chen and buy my book, people read my book, and then now I become an authority. Does that make sense? Type in yes if this is making sense. I'm checking with you because I know I'm giving you a lot here. I'm giving you a lot here because I really want you to get this. You want to make more money, make more offers. Either you make the offer or let your version of David Chen make the offer. Okay. Okay. Next, we also have the comment guard. Okay. So there's a really powerful tool that I want you to use and it's called ManyChat. So what do I do, right? Every day. And by the way, you should have about 10 Instagram accounts, just FYI. So every day I will post content. For example, this one, right? So what happens when you ask Claude to make as much money as possible? So 1,718 people have left a comment on my post. Okay. So what happens is it creates an automation off of that, right? It creates an automation like this one here. 10,000 people have left a comment on this post. So here's what you want to do. You want to create a video or a post, and then at the end you want to say, if you want to learn more, leave a comment. And they can comment the word guide, comment the word book, comment the word learn. And so the AI that does this is an AI called ManyChat. So if you look at how many messages we've generated. There's over 100,000 messages we've generated using ManyChat. And ManyChat can now integrate into ChatGPT. So you can say to ChatGPT, hey, go to my profile. I want you to connect to ManyChat. And then I want you to go to all my posts. And anytime someone follows me, anytime someone leaves a comment, anytime someone likes a post, Anytime someone shares a post, you can automatically send them a direct message with a link to now become a customer. I'm going to slow down. I'm going to let that sink in for just a moment. And the reason why I say this is because how many of you saw me speak at Mindvalley University? Did anyone see me speak at Mindvalley University? Okay. So by the way, if you haven't been to Mindvalley University, it's amazing. You guys, like, incredible speakers there. So here's the thing, right? If you want to make money down here, this is one of the concepts I taught. This is one of my frameworks, mechanisms, right? If you want to make money, you need to get deals. So I'll try and write neater for you guys because I'm rushing, so I only have limited time, right? Deals, right? But if you want to get deals, right, as in customers, you need leads. Look at this: D-E-A-L-S. D-E-A-L-S. The leads and the deals, and the deals are literally in the leads. Okay, then what you do is you go from leads to deals to leads, and then we go, if you want to get more leads, you need to have exposure, right? Exposure. Now, what's the easiest way to get exposure? Social media. That's it. So the way we go from leads to customers is that we have to keep putting out content that is producing what we call a comment guard. So a comment guard is leave a comment in the in my chat, right? And then that comment I'm going to send you more people. Is this making sense? Yeah. So so so when you do that, what's happening is we are filtering up the funnel. We are filtering out the people who are interested. This is a mechanism I called raise your hand marketing. Because if you're everything to everyone, you're nothing to no one. And that is the biggest mistake that I see when people go from— and like, that's why they don't become an authority, because they don't own the word, they don't own the audience, and they don't create this mechanism that can filter. So then you own the word. So now anyone who wants to really grow and scale. And I did this with many different— I did this with real estate. So some of you may know me, I've been doing this for 20 years. Earlier days I had, um, I did a lot of stuff in real estate, right? So I owned that niche. And then I went from there to sales training, right? And I owned that niche. And I went from there to speaker training. And I went from speaker training to social media. And that was kind of like, how do we use social media AI integration for monetization? That's the word. So I've pivoted quite a lot, but then so has my content and so has my journey. That's why the comment guards are important, because when you ask people to leave a comment, 2 things happen. One, every time someone comments on your post, social media will give you more reach. Therefore, the more famous you are, the more the authority you become. Okay, so do that. Next one is webinar domination. Right? This is a really powerful methodology. You see, what you want to do is you want to run a webinar, and that webinar is going to talk about the things that you do, because sometimes it's really hard to— so let's say your webinar should be like 1 hour. Okay? 1 hour. And at the end, you bolt on an invitation. So you put an invitation here. That invitation is, hey, if you would love to learn more, then they can book a call, book a call model. So this is how you get customers, though, especially those of you who are consultants, you should be running a webinar in like 5 different topics that you talk about. And then at the end of the webinar, say, hey, if any of you need help with this, all you need to do is fill your details in, book a call, and I'll speak to you over the phone. And in that phone people. And by the way, what I'm teaching now is proven, tried, and tested. Proven, tried, and tested. Like, I mean, in fact, how many of you already do this? Type in 1 if you already do this. Type in 1 if you already do this. Great. And, and how many of you are already monetizing from this? Type in 2 if you're monetizing from this, that you're making money doing this, right? So I don't make this stuff up. Like, look at— there's a lot of people in the chat right now who are already doing this. This stuff. Okay. Brenda says, I'm doing it, but I'm not successful at it. And I'll tell you why. Because you're not making enough offers. That's number one. And number two is you're not doing enough marketing. Right. When people say to me they have a cash flow problem, I said, no, you don't. You have a marketing problem. Right. So if you want to get more customers, you need to do more marketing that will make more offers to give you the customers. And I know it's very counterintuitive, but this is the process how this works. Okay. So we need to run on webinars. So one thing that you want to do is when you do your marketing, you want to divert people into a masterclass, into a webinar. And then there you have time to really make people understand why you're so good, what your mechanisms are, why you're the best at what you do. That's what we call positioning. Okay? If you want to be, if you, if you want to transition from an expert to an authority, the bridge in between is called positioning. Let me give you an example. Let me give you an example. So if you look at my page, okay? Like, for example, this is a keynote that I just did in San Antonio. Right? There was like, I, I did a keynote there to about 2,500, 3,000 people. Okay, so that is positioning, right? I don't know if you know who this person is. This is Emily Gomberg, right? So I was just with her, right? That is positioning, right? How about this? Radio interviews. That is positioning, right? Um, this is me speaking in Mindvalley. This is the whole thing I was telling you about here. Right? This is positioning. So when you put yourself in the world, you need to position yourself as the authority. This is the big thing you want to focus on. And webinars are one of the best ways to transition from just being an expert to now becoming an authority. Okay? So get it, you know, all you need to do is get a Zoom link, create an event, and just tell people, hey, I'm running an event on this. It's about this topic. I'm going to talk about this mechanism. They jump on. They're going to listen to your talk. They're going to really love what you do. And then you're going to invite them. I mean, it's not for everybody. You just invite them. How many of you think you could do that? Oh, thank you, Liz. You are very kind. Thank you. I appreciate you. All right. Okay. Now I'm going to talk about the 3 C's. Okay. This is a new one. This is a new mechanism that we've created. So in the world where AI is getting big, people think everything on AI is not real. They think, oh, that must be AI. So what's becoming more valuable now? The 3 C's. Write this down. Okay? Connection, community, collaboration. Let me say that again. Connection, community, collaboration. And collaboration. These are the 3 C's that if you want to make money and you want more customers, you must provide some kind of community, right? Where people can— that's why I love when Vishen puts something— when the incredible team at Mindvalley put an event on. Like, again, if you've ever been to an A-Fest or you've ever been to a Manifesting Mastery or Summit, like, they're incredible. They just designed to create incredible community, right? And that's what they do. I'm not telling you they're the best in the world at doing this. So you want to look at what Vishen's doing and just model what he's doing. Really, just model what— if all you do is model what Vishen does, like, you will become successful. So how did I model this? Okay, so I have a lot of people that, um, that say to me, okay, well, John, how do you create a community? So I created a community, and one of the best communities you can create is something called a Telegram channel, right? So I created a Telegram channel. This one has 8,869 subscribers, but look at how many people listen to the messages. You've got like 45,000. Let me try and zoom in a little bit. Can I zoom in a little bit on this? You've got like 46,000, 44,000, 38,000, 40,000, 40,000. Right? 52,000, but I only have 8,000 people. So what's happening is we're creating a community through that. Also, Instagram has a built-in community now, right? So if you go to Instagram, you can actually start your own community, right? So if you go to the messages tab, just click start community, and now your followers are now invited to go into your community. So that means you can make a post and thousands of people will see it. Does that make sense? Yeah. So that's how we build a community, right? So those are the 3 C's. If you want to monetize, you want to have people congregate together, you want to have experiences together, and you want to grow together. When the tides rise, all the ships, they rise at the same time. Okay. Okay. Number 6, AI call qualification. This is the big one. Right? So you want to create a system where you can upload all of your leads and the AI will call it for you. So for example, it's really easy to build one now. So we use salesfunnels.io. Um, I go into where it says AI agents. Okay. Um, I'm gonna go to voice AI and then I'm just gonna build an AI. So I've got a demo here. Okay. And this person can speak in any language. They can speak in You know, they can speak in English. They can speak in German. Right?

So click German. In the stillness of contemplation, the universe whispers its secret. Right?

So das Glück wohnt nicht im Besitz und nicht im Gold.

Right? So the good thing about this is how do you convert sales? Take your product, translate it into 50 different languages. Right? This is how you do it. And what you do is it can also do outbound calls as well. All right. So for example, if I go over to here, I can do outbound. So that means I can upload all my telephone numbers. The AI will call them. It will qualify the call. It will ask them questions. And when they start asking buying questions, we have this conversion strategy called human in the loop, human in the loop. So as soon as they start asking buying questions, it will call the real person. Real person comes in. Is that powerful? Yes or no? Right? So one of the ways we're able to do this, so for example, I created my own voice. Like people say, John, I really want to work with you, but I don't know how to do it. Right? So I created this johnny.ai. And so, and I'll demo it to you so you can see. So now I can chat to myself. I can ask questions. Hey, John, you know, how do I do this? How do I do that? What's the best way to do it? But also the voice, Guys, check this out. I'll demo this to you. Hello, how can I help you today? Hey, John, um, I'm, I've got a coaching business. I need help getting clients. Hey, take a breath. Hey, I'm here. You started to say something earlier but trailed off. What's on your mind right now? Is there a specific challenge you're facing or an idea you're trying? So I'm listening. So how many think that sounds like me? Pretty cool, right? Right. Christina said, I'm tired of AI answering my questions. It's not AI. It's actually my brain answering it. So do you know what I do? Do you know why I wear one of these things? So I can click the recorder on it. It transcribes every single word that I say. It goes into my Google Knowledge Base. And when people ask John a question, it answers like I would answer. Like if you ask me, if you ask AI, you know, How do you get more followers? It's going to say post more often. If you ask John Lee, he's going to say do the 1-1-6 strategy. One topic, one platform, post every single day for 6 months. So how do you turn leads into customers? You need a place where people can talk to you 24 hours a day. And as they're talking to you, they're getting value. And then once they've spoken to you for about an hour, now they'll ask you questions like, oh, do you have a course on this? Do you have a coaching session on this? And then your AI will then say, sign up here. How many think that is an advanced conversion strategy? Here's the rule. You want to make more money, you need to make more offers. And the way we make more offers is by having something called a conversion event. A conversion event. One of the most sophisticated ways to convert your clients is to clone your brain into an AI. And again, if you haven't taken Um, I know Mindvalley have an incredible AI program as well. So maybe you want to check that out, but you build it, it talks to your voice and now it's answering in your voice and the way that you speak in the way that you would do it. And so therefore, if you wanted to, you could just say, you know what? I don't even need to do coaching anymore. My AI has 15,000 conversations a month. Millions of dollars are generated from that one thing. Because I don't have to be there pitching anymore. People talk to me on AI, and I do the pitching based on their specific problems. So I get something called personalized scale. Personalized scale. Does this make sense? So here's the thing: a lot of you think about money. Like, here's the thing: money always has heart, and I'll tell you why. If you have a very powerful message to share. And you don't get paid to deliver that message, right? Then you can't continue to deliver that message. Would you agree? Yes or no? That's why we have to make money. That— do you know how frustrating it is? Sometimes I see people with massive hearts. They want to do big charities. They want to do massive philanthropy work, and they're broke. So we need to start doing this. That's why you have incredible knowledge in your head. That's why we go from an expert to an authority. When we go from expert to authority, We can now make an impact to people's lives. That's why we do what we do. The definition of a millionaire is not to be a millionaire, although it will come. The definition of millionaire is to have touched a million lives before you have left this planet. Would you agree? Yes or no? That's why I need to talk about— that's why Vishen asked me to do a talk on this, because it's so important. Because I see so many artists that don't care about the money and they struggle. Right? I'm telling you from from my heart that that when I when when you learn to do this the right way, you will live a truly fulfilled life. Okay, I need to move on. So AI call qualification. So have an AI that can talk to people like you, answer everyone's questions, and then at the end give them a link to sign up for your coaching, your consulting, your cybersecurity, your product. Your service, your sponsorship, all that stuff. Okay. Chat agent qualifications. So I can have a chat version of it as well, right? So let's say I don't wanna talk to it, I can chat to it. So let's say I wanna start a new chat, right? I wanna say, um, hey John, I need to do social media, but I don't know, I don't know what your 116 strategy is. What is it? Right? So now I can talk to it. Okay. No, I need to auto mute it. But so see, hey John, need social media 116 strategy. So now it's gonna look at my brain and then it's gonna say one topic, one platform post every single day for 6 months. So imagine now instead of talking to ChatGPT, they talking to your brain and your brain can give them all the answers of this. Does this make sense? Type in yes if this makes sense. Okay. Number eight, you need to do IRL events. Now let me show you the best way to do this. This is the best way to do this. I, by the way, I run 200 events a year, right? That's why after this I need to go to the airport and I'm flying to Sydney, right? So here's what you want to do: TLC traffic leads customers. Not tender loving care, right? And what you want to do is when you do your marketing, the marketing you need to invite them to an IRL. Those people that show up are the serious ones. Then you add massive value, and then again you do another invite. That's it. You just invite people, and once you invite people, that's how you get a lot of customers. Okay, so okay, let me finish up. SAPs. We talked about SAPs. So I want I'm going to give you a really easy way to do this now. Okay, there's a there's a vibe prospecting tool called Vibe Prospecting, and what you do is so what I do is I say search for all the people that are running business self-development AI entrepreneur events. I'm going to find them all in USA, in Asia. In the UK, find out who they are, what they do, their positions, their personal email addresses. I want you to research every single person and draft an email and send it to them. So that thing is to get me on a call so then I can pitch my products and services for collaboration. Does this make sense? Right? And lastly, number 7, the 7-figure sales funnel. I'm going to do this. I got literally 1 minute 46 seconds to teach you this. Okay, are you ready? If you're ready, type in ready. Here's what's made me millions of millions and millions of dollars. Check this out. Okay, so we're going to do our social media. We're going to drive these people to a sales page to buy something that will connect to what we call a payment gateway like Stripe, and that's how you'll collect money. That's level 1. Okay. Level 2, not everyone's going to buy. So you need to give something away for free. And in return, you want their email address, first name, last name, email address, telephone number, right? You want to build a list. I send about a million emails every single month, right? With offers. The more offers, the more money, the more customers. Okay. Now, not everyone's going to want to buy. Some people are going to come here not buy. So then I have to have automated email sequences. It takes 23 touchpoints before someone buys your product or service. So we need automation there. I want you to write this word down. The fortune is in the follow-up. The fortune is in the follow-up. Okay. And then once you've done that, the next part is we need to create a custom audience. Every time someone hits your page, You can now retarget them on social media, right? This is the seven-figure funnel. I run this for every single business that I go into, and it has produced multi-millions. This is it. Okay, so I have fifteen seconds left. I really hope you got a lot of value from this. I hope I have the privilege and honor of serving you guys in the future. One last thing I want to do is I want you to take one concept I've taken. I want you to post it on social media. Tag Jason V. Myself in the post and stick to it. My name is John Lee, the author of Money Unlocked. Thank you so much. Thank you, guys. Appreciate you guys.

All right, awesome. Thank you so much, John. That was amazing. So much of what John shared is such a mindset shift around posting content, about being a content creator. I think a lot of people think that they have to become content creators in order To build a business online. But what John was just showing you was that you can make your posting an income-generating activity, right? Not just posting for posting's sake, but an actual income-generating activity. So I'd love to know from you guys, if you had to explain in one sentence what you just learned from John to a friend who wasn't here, what would you say? Go ahead and pop that in the chat. And I know there were a lot of technical things that John was sharing, and I was watching the chat as well, and he was kind of giving you a wealth of all the things that you can do. But if you were to pick any one of those things, any one of those strategies or functionalities or anything else, it would compound, right? You have to start small. You have to get started. And so we don't want to use any excuses of like, well, if I can't do it all, then I won't do any of it, right? We don't want good to be the enemy of perfect. And so if there's anything in there that you saw that you're like, you know what, that ManyChat thing, that actually sounds pretty cool. Maybe I'll look at that. Or, you know what, an AI avatar, that actually sounds like something I would really like to play with. I'm gonna go look at that. Just like he said, pick one thing, one concept, and go into that. Don't worry about trying to do all of it at once or trying to do it at scale based on where you are, what resources you have available to you. That's what you're gonna do with, with the tools that are available. So, let's see. Yeah, people, a lot of people were focusing on the bottom of funnel stuff, the 116 strategy, the community and connection and all of that, making more offers. That was the big one, right? Make more offers. I think that's awesome. For me, it's the AI avatar. Love it. Own it. Yeah, I love that as well. Persistence and follow-up. This is great. I love all these, and I hope you guys are reading each other's. You know, it really is a service to everybody else as well when you're sharing these, because there may be things people missed or didn't get, or just it didn't register because they were focusing on something else that he just said before that. So it's really a service to be posting what your ahas are in the chat. So thank you all for doing that. Now, to close out day 1, Vishen is back for maybe the single most most leveraged asset that any of us could own, and that is a speech. Just one speech, one talk, 45 minutes long, and when it's positioned correctly, it can become the thing that fills your list and sells your program and builds your reputation while you sleep. It can be the, the, the funnel, the lead magnet, the whatever it is into all the stuff that John was just talking about. They all come together so, so beautifully, and Vishen's going to dissect What the best speeches at Mindvalley all have in common. I mean, Mindvalley arguably, maybe not even arguably, has some of the greatest teachers and speakers on their stages virtually and physically all year, every year. I've been around the Mindvalley ecosystem and speaking on the stages since 2014, and every year just seems to get better. And Vishen has done such an amazing job of really reverse engineering what makes these talks so impactful. And he's going to be sharing that with you today, the real patterns behind what actually converts. And before you leave this room, you're gonna walk out with some kind of actual idea for your talk. And I'm really excited to find out what that is from each of you. So let's throw it back to Vishen and wrap up day 1 with a bang. Vishen, it's all yours.

Thank you, Jason. And Jason, just wanna say it's so amazing having you as a coach. We met at a Mindvalley event and we've been friends ever since and we've traveled through so much of the world together. And I've always just really admired you as a talent, as a man, as an individual. And I just think I'm so blessed to have you here as our host.

Oh, that goes both ways, brother. Thank you, man.

So what we're gonna talk about today is the architecture of giving a really good talk. Imagine you get a chance to get in a podcast or to get on a stage or even to, to do a presentation in a boardroom. What makes a talk really take off? Now, what I'm sharing on screen right now is the website for Mindvalley U. Mindvalley actually is way more than an app. We do events all around the world. And we've done events at the Expo Center in Dubai. We've done events in collaboration with government and so on. But our craziest event, because I like to do things that's a little bit out of the ordinary, our craziest event lasts us 14 days. And thousands of people, 1,000 to 2,000 people move to a city with me. For 14 days, we create an intentional community. Everybody gets an app. And over 14 days, people co-create the event with Mindvalley. And so over 14 days, we end up with hundreds of talks, hundreds of workshops. And then because the event is so much fun, what happens is world-class speakers show up, they waive their speaker fee, and they join in with us. And that's how we get so many people on the stage. Marisa Peer has never missed this. John Lee comes almost every year. Jimena Raine, whom you're about to hear from tomorrow, never misses this. And so community is a really big part of this, right? But this is where I'm getting at. So first, this is Mindvalley U. This is happening next year in Porto, Portugal. You guys are all invited. It's super affordable. And I did this for my children. So you see children are everywhere in this event. I wanted to create a conference where I could experience personal growth with my friends, with my family, and with my kids. So I started this when my daughter was basically 4 years old. My son was about 10. And we also build schools for the kids where the kids get to learn from the adults. Building something great can feel like a solo project. Here's the part that gets really interesting. Because we put so many speakers on stage, we collect data. The audience gets an app and the audience starts voting for the best speakers. And this data helps us identify what really makes a speaker great. Now, this is what we found. Hardly anybody gets a 5.0, but the best speakers— Daniel Priestley, for example, you're going to hear from him on Sunday— 4.9. That's huge. That's the reason why Daniel Priestley is one of the most brought-back guests on Diary of a CEO. He holds the record, 8 appearances on Diary of a CEO. But then most people, because the audience is nice, the audience rarely gives a low rating. Most people hover around 4.3. So what's the difference between the average, which is 4.3, and 4.9? So we analyzed all of this data, over 200 talks, and I want to share with you what we found. This is a presentation on how to craft a winning speech, and I'm going to give you the exact formula. I'm using this internally. For all of my talks. I'm using this with new speakers that we put on stage. And sorry, I see someone asked, what is Diary of a CEO? Well, Diary of a CEO is a mega podcast. It is the 2nd biggest podcast in the world after Joe Rogan. So to be the most frequent guest on Diary of a CEO is a big deal. And Daniel Priestley, he's a Mindvalley teacher. He'll be here on Sunday. Okay. So these are the 6 things. Now, this is an internal document we released to our team, and this document is now also available to people who are in our, in our Expert and Authority Mastermind, people who join our Expert and Authority Mastery, because we wanna make you the best. So I'm gonna share with you this document. We really debated getting it out at this event, but I wanna deliver insane value. And so we're gonna share this with you. Now, these were the difference. The talks that followed this formula got a 4.9 while the average got 4.3. This is a massive boost. The difference between 4.3 and 4.9 is how many times you get invited back, is how much you raise your speaking rate, it's how many leads you get into your funnel. And as we analyze the talks, there were 6 themes that came up in every top-rated talk, and these themes came up in this order: here's a moment I was broken, here's the thing I had back Here's what I discovered. Now let me show you, not tell you what happened. Here's the proof, and here's why you're already closer than you think. Okay? Did you notice I used this exact approach when I opened this summit? Here's the moment I was broken. This is when I met Bob Proctor for lunch. I was teaching small little classes of 20 people. Here's the thing I had completely backwards. The completely backwards thing was, it's great to be happy with what you're doing, but don't play small. That's a disservice to your world. That was number 3. I discovered that do not ask if you are worthy of your goal. Ask if your goal is worthy of you. Now, let me show you what happened. I quit my job. I went into analysis. 2 years later, I created A-Fest.

Wow.

Here's the name. Here's the proof. Here's what happened. Here's the AFES website. And here's why you are already closer than you think, because I'm going to give you an exercise called the 3 Most Important Questions to get you to expand your vision. Do you see that? Do you see how I use this exact precise formula in our opening? Put in a yes, yes if you saw that. Okay. Now let's break it down further. So if I just give you these 6 things, it's not fun, right? It's, it's too much to remember. So remember we spoke about phraseology? So I'm going to designate a phraseology for this, and I'm going to call this phraseology the IMPACT method because these 6 things represent the following. It spells out IMPACT: imperfect beginnings, mind shift, Personal discovery, audience participation, concrete proof, tension. Imperfect beginning. Again, let's repeat. I met Bob Proctor. He showed me that I was playing small. My mind shift was, it's not enough to just be satisfied as an author. You gotta aim big. The personal discovery was I could move so much bigger than what I thought. Audience participation. Okay? Audience participation is, now let me show you, not tell you. This is where I, I interact with you. I, I shared a funny joke. joke with you. I got you guys emotionally vested. Then I showed the concrete proof, how I went from small rooms to big rooms. And then the tension release is here's why you're already closer. 3 most important questions. Okay? So now, IMPACT, I-M-P-A-C-T. This is for you to remember this. And now we're going to go deep into all of these items. By the way, I spent hours going through this list of analysis and giving it A memorable mnemonic, IMPACT. This took me 6 hours. Why? Because phraseology matters. Do you guys like the phraseology? So now this is the methodology, IMPACT. All right. Well, I lied to you. This didn't take me 6 hours. I basically just took my entire talk and I put it into ChatGPT and I asked ChatGPT to come up with the phraseology. And ChatGPT did a big analysis and it came up with IMPACT. See, look, I just literally got at this point. What I want you to do is make this a system, the six laws. I want you to give it a mnemonic so it's easy to understand. Right now, it's not memorable for the audience. What mnemonic can we give? Can we relabel some of these? Blah blah blah blah blah. Five minutes later, impact. See how easy it is to find phraseology? So you don't need six hours. You can literally. By the way, the new ChatGPT is amazing. GPT six Astra. Just upload your work and say, "Make this memorable." Give me a new name, and it will brainstorm for you. Okay? So please don't do it the slow way. Cheat. Do it the fast way. No one is paying you to be slow. Okay? Now let's go back to the impact model. Let's start with the imperfect beginning. The imperfect beginning. So these were the six highest rated speakers at Mindvalley: Daniel Priestley, Jeffrey Allen, Hal Elrod. Maria, Ben, Eric at Medis, and me. Okay? Geoffrey and Eric were the 2 highest rated. They tied. Every single one of the best speakers out of 200 speakers started with their imperfect beginning. So this is how you want to start. Now, many of you are thinking, well, wait, if I start with an imperfect beginning, there's no introduction. People don't know what I'm known for. How do I gain credibility? So here's what you do. I learned this from Lisa Nichols. Before Lisa Nichols gets on stage, there's a beautiful video that plays of her. It shows her on Oprah. It shows her on The Secret. It shows her on Larry King Live. It shows the stats of her book. It shows her standing with Jack Canfield. That video plays, then the crowd roars. Then Lisa comes on stage. Then Lisa will start like this. Thank you so much. I feel so humbled. But I want you to know, ladies and gentlemen, before all of that, this is who I was. And she goes on to describe herself in her early 20s as a single Black mother with a baby and only $22 in her bank account and not enough money to buy diapers. So she had to wrap her baby, Jelani, in soiled towels. And every time the baby defecated, she had to go wash the towel and wrap him again. And she felt so bad, so pathetic. That is how she began. Now, that is the imperfect beginning. Now, what Lisa calls this is the dip. So credit where it's due, it's called the dip. You go from top to bottom, then in your speech, you rise up again. Okay? So there's a, there's a closing in the speech, but right now we're at the bottom. Every single high-rated talk starts with the humility. The talks that do not get high ratings, the teacher comes on and goes straight into, this is how awesome I am. Now, did you notice what I did at the opening of my presentation? I didn't start with all of my achievements, the number one book, the top 30 podcast, the app in every Apple Store. I didn't do that. I started with the story of Bob Proctor. At one point for 5 years, I was only making $5,000 every 3 months in my author business, traveling coach 19 hours from Malaysia to London, feeling proud of what I did, but making barely any money. Did you notice what I did? And then I introduced myself. Can you do the same? The imperfect beginning. Your audience needs to feel you, not just hear you. All right. So every single speaker, Daniel Priestley spoke about the recession and losing his clients. Jeffrey Allen, the energy healer, spoke about how he had external success, but a sense of emptiness. Eric Admetes spoke about arriving to speak at a near empty hall. Now, from the imperfect beginning, you go to the mind shift. What did you learn? Okay. In my mind shift, It was the story of Bob Proctor. So the mind shift can come from a book. The mind shift can come from realization. The mind shift can come from inspiration. The mind shift can come from a mentor. Here's the rule though. If the mind shift is coming from someone dead or alive, concretely, always, always, always credit them. You would not believe how many people I see who steal without crediting. Don't do that. You know, there was a famous speaker recently who got in mega trouble because he didn't credit. You have to credit. Okay? So you can talk about the mind shift. If it came naturally, that's wonderful. If it came from someone else, in my case, Bob Proctor, you credit the person. That's the honorable way to do it. All teachers are to some degree replicating Look at the Christopher Nolan film, The Odyssey. He didn't write that script. He took a script that was already 3,000 years old and he adapted it, but he credited the original writer, Homer. All of us are borrowing from someone. I borrow from José Silva, but how many times do I mention José Silva? I teach lofty questions that comes from Christy Marie Sheldon. Many of you have never seen her on stage. But you know her name because I always credit her. Okay, so the mind shift. Now you give the mind shift, but the mind shift comes after you talk about the imperfect beginning. Now from the mind shift, you go on to the personal discovery. You talk about how the mind shift occurred. Human beings love storytelling. Your mind is 22 times more likely to remember a story Then it is a fact. So tell the story. Do you guys remember the story of what happened to me when I lost the Silva Method business? That story, that story was my story of personal discovery. The mind shift was, I don't have to be the guy behind the scenes. I can step out. I have to take that first baby step to become an authority. Many of you are learning that too. So you talk about the personal discovery. Okay? Daniel Priestley spoke about reverse engineering what worked for him in marketing. Eric Admity spoke about he decided to, after that empty room, start observing speakers and understanding what made an audience engaged. I spoke about evolving education by being fascinated by community gatherings and how I designed community Makes sense? So now, as you watch this, you are going to be able to break down every speaker you see. And once you're able to study and break down every speaker you see, once you can see the DNA of my speech, you can do it for yourself. Okay? Now we come to audience participation. So this is what every great speaker did. So you have impact, Okay, you have mind shift, you have personal story. Now you bring in audience participation. Now, the audience participation that I did was the 3 most important questions. There were 2 audience participation points. One is you write down your 3MIQ, then you share it. Okay, so you bring in the audience participation. Daniel Priestley made people get up and start writing a pitch during their talk. I got everyone in the room Because I was— my talk was on community. I got everyone in the room to turn to a person next to them, hold that person's hand, look them in the eye, and give a truly heart-centered greeting. Hal Elrod, he spoke about recovering from an accident that almost killed him and not being able to walk, you know, given only a few years to live and coming back to his healthy self. He did a guided meditation. So this is the audience participation. Next, you come to concrete proof. So this is becoming more and more and more important in today's world. Every single speaker cited real numbers, scientific studies, and sources. Data, not just opinion. Here's an example. I believe this is from Maria Nguyen. She was talking about, you know, how she first started selling online courses. She went from $17 on day 1 Then as she started learning the funnel model, funnel models, we're going to teach you that tomorrow. She went to $81 a day by day 4. Concrete proof. Now the concrete proof doesn't have to come from a scientific study. It can come from your experience. Do you remember how I showed you the concrete proof of the old Silva website? I showed you guys, where was that? I showed you, like whenever I'm talking about something, I bring in concrete proof. Okay, here's an example. I told you I have 26,000, 25,000 case I then showed the concrete proof. That's the number. There are 25,972 case studies of lives helped by Mindvalley on our website. Concrete proof. Okay? And then you can click on any of you can go here, stories.mindvalley.com. So concrete proof. Now tension release. Release the unnecessary burden. Offer a better next step. Now, at this point, the audience is thinking one of two things. Wow, that's a lot. I learned a lot. I can't do it. Or the audience is thinking, wow, that was inspiring. This speaker makes me believe I can do it too. Which audience do you want? Wow, that guy is amazing. I give him applause. You know, good for him. No way I can get there. Or, wow, that was inspiring. And I feel I could perhaps do this too. 1 or 2? How would you like to feel? Almost everyone says 2, right? That's tension release. You release an unnecessary burden. You offer a better next step. So Daniel Priestley, this is what he did. He said, your ordinary story is already worth sharing. Made them write it down. What I said is, you already belong here. I got everyone to stand up in this community gathering at Mindvalley U. And go around the room and do a simple exercise to meet a new friend, and then invite that friend to be their partner during the week. Everyone did a tension release. You give the audience hope. So now, let's put this in language. I is— here's where I struggled.

Okay.

Your imperfect beginning. M is here's what I had backwards. This is what I came to realize that was no longer true for me. P, that's the personal discovery. P is something along the lines of this is what I discovered through my study, through my mentor, and so on. So impact, mind shift, personal discovery. A is audience participation. Opening sentence, now let's try this, or let's see you do this. Take out a piece of paper, take out a pen. C, here's the evidence. And T, here's what you can let go of and what to do next. That's the tension relief. Now you can mix this up. Impact is, is just A framework. You could start with M and then go to I, but I like to— but we noticed that most of our top speeches started with it, started with it, with the imperfect beginning. Under ACT, you can actually move that around. You can mix it up. Don't feel like this is locked solid in order, but remember IMPACT: imperfect beginning, mind shift, personal discovery, audience participation, concrete proof. Okay, so Does your talk have impact? I want you to think about a talk that you're thinking about giving or ready to give. Okay? Now, we're gonna release some tension right now. You don't have to think of this talk as you wrote it down. I want you to think of this talk as something adaptable. So rather than say, does— did your talk have this? I'm going to ask, Can you add this to your talk? And I want you to give— put a 6 if you can add all 6. You're gonna put a 5 if you can add 5 out of 6. Okay, so first, let's go through this. Can you start with an imperfect beginning? Were you born like Superman with your super abilities? Did you spring out of your mother's womb and flex your biceps and take a walk outside and go start your—

No.

Freelance job? Or did you grow and fall and stumble and soil your diapers? We all had imperfect beginnings. Mind shift. Were you born with all of the knowledge in the— of the world in your head? Or did you read a book, find a mentor, attend the Mindvalley program and shift something? Personal discovery. Can you tell the story of how you found that mind shift? Audience participation. Can you connect with the audience and ask them to write something down? Give them a sentence. You could even say, remember I spoke about the interview with Matthew McConaughey, the target attracts the arrow? You can even ask the audience to repeat that. Repeat after me, the target attracts the arrow. Concrete proof. Can you share proof? A before-after, maybe a picture, maybe a website, maybe a bank statement. Share concrete proof. Numbers matter. And T, can you let the audience feel that they are, that it's easy for them to take the next step? Tension relief. So if you have this, you have the makings of an amazing speech in you. And you can use this in a, in a podcast interview. You can use this in so many different ways. To become truly memorable. So let me show you something. Okay? So this is the Jay Shetty Podcast. So we're gonna go to the Jay Shetty Podcast. This is one of the top podcasts in the world. So I was honored to be invited to the Jay Shetty Podcast. We're gonna look at videos, and we're gonna look at the most popular videos from the Jay Shetty Podcast. Okay? And you will notice. My video is number 14. I just overtook Will Smith, and I'm about to—I'm tied with Kobe Bryant. I am not Will Smith. I am not Kobe Bryant, but I'm tied with Kobe Bryant, and I've overtaken Will Smith. And just there's only like one, two, three, four, five, six, seven, eight, nine, ten, eleven, twelve people ahead of me on the Jay Shetty Podcast. Why? Because when I speak. I use this framework and you can do it too. I want to see you on podcast. I want you to share those with me when this happens. But before you get there, and it is going to come, I want you before tomorrow to just take out a piece of paper, take a picture of this slide and write down, take any speech, any topic you wanna talk about and write down your IMPACT. Commit it to memory, refine it. You don't need 20 speeches to get your next big speaking event. You need one life-transforming speech. Many of the best speakers I know have only like 5 speeches, but they are all so good and they repeat them. And that's okay too. But every speech must land with impact. That's our lesson for today. Go ahead. That's your homework, and I'll see you tomorrow.

Amazing! Thank you so much, Vishen. First of all, can can we just throw some love in the chat here for Vishen? He has been trading minus one session all day. Like I don't know if you guys know how hard that is to do. It's enough energy just to put into one session for one hour. He's literally been the teacher all day, even interviewing Marissa. So let's throw a lot. A lot of love in there because Vishen has been dropping so many gems, especially these last couple that have been so functional and so about how to actually use these frameworks to create what you want to create, like a talk. I mean, seriously, if I had had this exact framework, just this impact framework alone, I'd have paid 10 grand for that because I, when I first started, had no idea how to create a speech. And I'm thinking about, should I tell a story or do I come out and make myself look good? And if I had had this, everything would have been so much easier. I really hope you do the homework that Vishen pointed out there with the impact system there, because it is so, so important. Now, before I let you guys all go, I just want to take a moment to reflect on what's happened today, because you walked in here when it first started today, wherever you are in the world, without a real clear read on why the world hasn't found you yet, and you're walking out with an actual diagnosis and the beginning of a treatment plan, that it isn't It isn't like Marissa was talking about earlier. It isn't that you're not good enough or that you're not skillful enough, but instead it's something that's actually a lot more useful, something we can work with. You're invisible and you're not an authority yet because of your positioning, and that's fixable, and that's what today was all about. And then Marissa sat down with Vishen and walked you through exactly how she used this system to build a business worth tens of millions, not with theory, but the actual blueprint that's It's proven in the real world. Then you learned about the power of having a signature method, and Vishen showed you how this is directly related to you becoming an authority with your expertise, and how all authorities have a signature method like this. Then Vishen did probably my favorite session of the day. He went through the 5 levels of market sophistication and used that whole evolution of the razor industry as proof, which I loved. I'm never going to get that image of the baby shaving or Vishen naked shaving out of my head, but now from that session you know how to talk to people at the level of their sophistication in a way that will actually move them forward towards you. And that's the piece that so many people skip, and it's also the piece that makes everything else you're learning actually work. Then John Lee came in and showed you exactly what it looks like when social media is a real business, right? Not just posting more content to post more content, but that actual architecture What actually converts, how you build an audience that's actually going to buy instead of just watching your content and getting a bunch of meaningless views. And then Vishen closed it out by breaking down what the best speeches at Mindvalley all have in common. And now you're leaving today ready to write down the actual idea for your own talk. Now before we go, I want to hear from you. What actually shifted for you today? Share it in the chat, just one sentence or a few words, and it could be as It could be as simple as, you know, I think I can actually do this. Or, you know, I do have the Signature Method inside of me. Or, I'm gonna frickin' move rooms with my speech like Lisa Nichols does. Like, whatever that insight is, whatever that change is for you, that shift, drop it in the chat. I'd love to see some of these. Yeah, these are— that it's possible, right? That I'm gonna change the world. That I'm just thrilled to get into this. I love that it's so fast that you guys are having so many insights. That's beautiful. Beautiful. Like, keep this energy with you over the next 2 days. And, one last thing to check in on with yourself, we talked about it way, way, way long time ago, was that earlier you committed to being an observer, a participant, or a seeker. So, when you think back to that commitment from earlier today, how'd you end up doing with that? Because, if you nailed it, good. Keep going, bring that energy in tomorrow. And, if you slipped a little bit, If you got distracted, other things kind of came into the picture, it's okay. There's no judgment. You didn't have to be perfect today. But it's really a chance for you to recommit and show up as whatever it is that you're committed to showing up to tomorrow. Because tomorrow is going to be tremendous. We're going to go from your message, which we were focusing a lot more on today, to your machine. Right? So today was all about who you are and what you're known for. Tomorrow is about what actually carries that into the world. When you're not in the room, the systems. Now you're gonna build the ladder that turns a total stranger into a paying client. My dear friend who you're going to love, Jimmy Narain, is gonna show you that passive income from your expertise is not a myth. He has absolutely exploded. He's living proof with it, and he's gonna show you exactly how he built it. And you're also gonna see live coaching happening right in front of you with real people. So you're not just hearing about things that have happened or how people have transformed, but you'll get to see in real time what this looks like, what it all looks like in motion. And Vishen's going to kind of open up the kimono, as they say, which I really hope is a metaphor in this situation, to show you how the whole engine works from the inside. And really, there's so much more than that. Honestly, we have packed so much into this day all about the machine that you are going to absolutely love it. I know it. It's a different kind of day, but once you know how all these pieces click together, I think that's what's going to take it to this next level of it not just being an idea, but something inevitable that you can actually implement into your life and in your business. So here is my one ask as you all go off tonight: protect tomorrow the same way you protected today. Get some rest tonight, like actually get some rest. Let things marinate. Come back tomorrow with a full tank because we got some work to do and we have another full day of building ahead of us. And I'll see you right back here tomorrow, same time as today. Go eat something nourishing. Go call somebody you love. Get some sleep.

Thank you.

Let the insights kind of just marinate in your head, and we will see you back here tomorrow. Thank you guys all so much.

See ya.

See ya.