Shadowing Practice: How to get SO rich you question the meaning of making money - Learn English Speaking with Video
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You guys wanna hear something completely insane, yes?
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Okay, you're gonna have to hear it anyways.
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I was able to take home more in a year than the CEOs of McDonald's,
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Ikea, Ford, Motorola, and Yahoo combined as a kid in his 20s for over half a decade.
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There you go.
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Which resulted in $200 million in portfolio revenue as of today, we crossed $100 million by age 33.
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And to be honest, no one's more surprised than I am about this outcome.
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And so, me expressing this will create envy in some people, it will create anger in others, skepticism in most, confusion in old people,
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and inspire a select few.
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And so, the select few, you are who I'm making this for.
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Everyone else, you can chill.
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But you are the people that I'm making this for.
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Let's go back.
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There we go.
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So, who wants to hear about some stuff
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that can shortcut their path to material success so they can ponder the purpose of achieving it to begin with?
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All right.
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So we're going to cover three things today.
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This is fresh from this morning, right off the press.
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Number one, how making money really works.
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Number two, why new stuff is making you poor.
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Number three, why better is the way.
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You're like, that doesn't make sense yet.
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It will.
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So, said simply, who wants to make lots of money?
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Funny thing, what you're watching right now is not my original presentation.
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I actually changed it at the very last minute the night before.
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I went out to get dessert.
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A bunch of people from the event were in town going to the place that I was by accident.
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As soon as I left the frozen yogurt lunch, where I was, I was like, the presentation I have for tomorrow isn't what these people need.
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And so I spent that night and all morning making an entirely new presentation, which is what you are watching.
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Who believes that you have to work hard to make money?
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Who believes that no one can outwork them?
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You're going to see where I'm going to go with this.
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Well, I'm going to attempt to prove you wrong.
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The reason this is so important is that all of us claim, or I have heard, who here has seen a guru on the internet say, no one can outwork me?
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Who has heard people say that on podcasts, make Instagram posts about it, whatever?
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It actually drives me fucking bananas.
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It drives me bananas because it teaches the wrong lesson it.
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So, how can we claim that we work every day, and yet we can't even define the word?
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So how do you define work?
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The science definition is work equals force times distance.
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The problem with that is that it's not very useful for knowledge workers.
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Most of us are not actually doing manual labor.
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Not useful.
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The second way is that you can think about it in terms of inputs of time, right?
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Like, is that how hard you work?
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No one can outwork me.
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I work longer hours do you think you're the only person
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who works 16 18 hours every day like go to China I'm like I don't even know
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if anyone in America can say it I'm being dead like dead serious
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so that's why when I see these things just drives me fucking nuts
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so the problem with that is that many people work all the hours they're awake
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and if you suggest working more hours then you're sleeping less, and I don't think that's a good idea for knowledge workers.
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So why can no one outwork you again?
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Right, so everyone's working those hours.
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So then the next one is like effort.
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That's how no one can outwork me.
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No one's going to try harder than me.
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So you want participation trophies.
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Is this how you want your employees to think that they're working hard?
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I mean, not me, I wouldn't want that.
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So if it's not force times distance to define what work is, and if it's not the amount of time we're putting into the work that we do,
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and it's not the effort that we are expending or how hard we try, then what's work?
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We have to get clear on it, because if that's what we have to do to make money, then we got to know what we're actually trying to fucking do.
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So here's Alex's definition.
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Work equals outputs.
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Fancy image.
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Outputs equal volume times leverage.
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In plain speak, number of times you do something times how much you get out of each time you do it.
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How do we work faster?
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Work rate equals that same thing divided by time.
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Plain speak, output per minute of time.
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That is how you work faster.
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Which means that the hardest working man in the world can be objectively measured.
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That guy is the hardest guy working in the world.
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In 2022, he added $140 billion in net worth.
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For context, that's more than Bill Gates did his entire career in one year.
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Think about that for a second.
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And then next year, he did the exact same amount again.
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FYI, that's two billion a week.
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So output divided by time.
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There's the time, one year, there's the output.
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He's the hardest working guy.
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So who's going to be the 2027 champ?
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Point of me doing this is that I hope it's somebody here.
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Who would like to be the 2027 champ?
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All right, let's rock.
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So if you want to be it, then please pay attention, this will help you.
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So how can we get more output? which in the game of business is enterprise value.
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It's how much shit is worth.
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Outputs, right?
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We have this one and now I've got a nice flexi arm.
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Volume is the number of times we move the lever.
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I literally made all these images this morning.
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All right, I'm very, very proud of them.
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All right, volume is the number of times you move the lever.
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The leverage is the length of the lever itself that you're using.
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The outputs is how much you can lift on the other side.
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So, let's look at a couple examples.
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You guys can just shout it when I say, just say high or low.
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So, high or low?
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Low.
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High or low?
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High.
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High or low?
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Very high.
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The reason I put this one in here is that at a certain point, it's not about how strong the person is.
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It all depends on how much leverage you have.
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That's the point of this slide.
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Now, high or low?
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Volume times 1 ,000, the thing's just as long as the other one?
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Highest, yes.
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So now that we understand what work is, you can either do more activity or you can do it with more leverage to get more output.
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Doing more is capped by time and physical ability.
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How much you get, aka leverage, is uncapped.
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No cap, I learned that.
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Gen Z, there we go.
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Now, fun fact, Warren Buffett took home $500 million in dividends last year from Coca -Cola as an owner.
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The CEO took home $50.
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He spent less time working on Coca -Cola than the CEO did.
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So, is he working harder?
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By the definition that we did, yes.
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More output.
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We've been playing the game wrong.
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If you want to outwork your competition, what you really should be doing is out leveraging them.
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So, who gets more done?
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We got one person who does 100 calls a day, another person who does 100 calls a day.
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The guy who has more skill.
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One guy makes 100 calls, another guy makes 100 calls.
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The guy who's better on the phone gets more output.
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Let's say they're equal skill.
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They're working eight hours a day, making calls.
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Oh, I forgot to ask the question.
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Who gets more work done?
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There's the answer.
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The guy that has the automated dialer that keeps his talk time the highest.
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okay same skill same number of hours
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and same automated dialer to maximize talk time now who gets
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more work done the guy who has the best list okay
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they've got the same list the same skill same dialer eight
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hours a day the guy who's calling to the right season
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the right time of day who wants to be calling selling on shit during December if you're selling physical products.
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Who wants to sell on Brock Friday?
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Of course, more leverage, same work, more output.
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Okay, let's say all this stuff's equal.
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Now who's even, I mean, what else do we have?
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Nice, he actually called it.
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The guy calling with the better offer.
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Now we've got the same time of year, same list, same offer, same dialer, equal skill, eight hours a day.
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Now who's going to do it?
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It's got to be equal now, right?
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The guy who recorded his pitch and sent it to 10 million people.
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Now, to push this even further, what if the guy made zero calls and didn't do anything?
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Who makes more against the best caller on earth?
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The guy who's got a team.
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He's got 15 dudes on the phone.
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I don't care how good you are.
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And if you're like, well, I think I could beat 15, and you can't beat 1 ,500.
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100, okay, here you are.
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Leverage, and that guy made zero calls.
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I have more people calling for me today while I'm on stage, leverage.
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The game is rigged, and you've been playing by rules that do not exist.
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If you want to make more money, you need to get more for your time.
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You need more leverage.
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And this should make sense, because we all trade time for money, and I can prove this to you.
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You spend time every second of your life.
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You receive money over the time that you are alive.
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So, money divided by time equals rate of output.
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We are all paid dollars per hour.
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The reason I'm specifically saying this to this audience is that y 'all get fooled all the fucking time by passive income.
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It's not passive.
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It's less active, but it is not binary.
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It is not active or passive.
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It's how active is it?
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So if you make one trade in the stock market, all the time it took you to analyze the deal and every other deal you decided not to do,
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and then execute the trade and then raise the money and do all the other stuff, that is all the time that it took you to do that.
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Now, after that point, you have increasing returns per unit of time.
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Is this making sense?
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The point I'm making here is that time is the thing.
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We all have the same $24 in our wallet.
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It's about how we allocate them and what we get back for them, how well we trade.
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Just said that.
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There you go.
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Degrees, all that.
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So leverage is the difference between what you put in and what you get out.
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There are fancy definitions for it.
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This is the best one that I have.
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And so I said I would cover three things.
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The first one is how making money really works.
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The answer to that question is leverage.
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You make more money by trading your time for more shit, more output.
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The second is why new stuff is making you poor, and this is especially relevant for everyone here.
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Part of this, again, was inspired by the conversations I was having last night at Yogurtland, so thank you for everybody who showed up for that.
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This is also how not to get leverage, and I felt compelled to make this because I hope
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that some of you identify with this because I would bet that the majority of you are doing this.
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How not to get leverage.
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There are five pieces to this that I want to break down today.
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Number one, uninformed optimism.
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Number two is a story I'll tell you about a construction buddy of mine.
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Number three is something I call the magic wand story.
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Number four is half bell bridges.
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Number five is the woman with the red dress.
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You're like, I have no fucking clue what that means.
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You will.
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So let's start with uninformed optimism.
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Who here has seen this?
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This is stages of change, stage of transition anyone seen this this chart before okay cool not a lot of you perfect
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so there are five steps
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and I remember the first time I saw this it like
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it changed my life whenever you're analyzing something new who here has had a buddy tell you about something
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that they're doing and they're making a lot of money doing it
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and then you immediately feel shitty about what you're doing
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and then think I should get out of my opportunity vehicle go over here
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and do what they're doing who's felt that thank you everyone has the The reason is because we're at step one, which is uninformed optimism.
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You don't know enough about what they're saying.
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They're just giving you the highlights.
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They're giving you the Instagram reel.
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They're not giving you the reel.
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Yeah.
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Once you decide to get out of your little vehicle and then go over there, then you tell your buddy, you're like, hey, why am I not making money?
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He's like, oh, well, there's like 100 other fucking steps that I didn't talk to you about in the beginning, and it's actually nearly impossible, and I got really lucky that one time. and
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and now all of a sudden it looks like all the
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people at your old job are making more money than you
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but yeah let's keep doing it so you move to state stage two
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which is informed pessimism you are now aware of the shit
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that is involved to make the money
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that you want in this new thing now you think okay this is probably the worst part
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but then time elapses and it's still shitty
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and you still haven't made money yet it blows more now because you have invested more time and still have zero.
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So your actual output to time is lowering, which is why it's so painful, which is where people get into the crisis of meaning.
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Why the fuck am I doing this?
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What does money even matter anyways?
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You know what?
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I'd be happier if I just spent more time with my kids.
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You change your goal because you encounter difficulty.
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And so what happens most times is that people then crash and burn.
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I'm going to skip one forward and then I'm going to come back
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because I want the visual to work the way I want.
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Ah, fuck it.
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Okay.
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So if you're at the crisis of meaning, this is where most people offshoot.
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What happens here where that fourth dot there on the bottom, if I were to cross it out and write uninformed optimism again, that's what most of you do.
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You find about something cool, informed pessimism, it kind of sucks.
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Oh shit, it's way harder than I thought.
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Uninformed optimism.
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I'll try something else.
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and then you do it again and again and again.
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And the difference between video games and real life where you face the boss
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and you can't pass the level and so you beat the boss is that when you die in the video game, you restart a few seconds later.
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In the game of entrepreneurship, you start years later.
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This is why people don't progress.
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They keep fighting the same boss that can't learn the same fucking lesson.
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They keep losing.
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And I'm saying this because some of you, I heard at Yoga Land, and I know that that's representative of other people here, you keep fighting the same boss,
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and the boss is being able to stick with it, is getting through, in different charts on this,
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the crisis of meaning is also called the valley of despair, is getting through.
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From there, you get into informed optimism.
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You figure out that little thing, like, ah, I had to do this one thing, and then this started working.
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And then, you know what I found out?
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I could clean the list through this tool I found on the internet, because I joined this forum, and they started doing that, and then all of a sudden, my pickup rates tripled.
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Right?
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Or my response rates tripled.
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Or my throughput on my website went up.
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Whatever it is.
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Right?
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And so, you have to get through that piece.
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Then you get to informed optimism, and then number six, you achieve.
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And then, all your friends are like, yo, what are you doing?
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You're like, oh, I got this thing, and then all of them come, right?
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That is where most people start something new, over and over and over again, and they don't learn the lesson.
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And so this is what their life looks like, over and over and over and over again.
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Who here has more than one business in the last 24 months? Be honest.
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Thank you for being honest.
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I appreciate it.
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First thing, it's normal.
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I had nine businesses and I was broke
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so I say this with the pain of experience I'm not
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saying this to to be on a pulpit I'm saying it
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because the faster you can get through it the faster you will start making money you have to beat the boss
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Everyone thinks the grass is greener but the other side still lined with shit
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So like that's why the grass is
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so green there's shit everywhere I have a CFO who's been with us for a long time.
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She went through all of our exits last year She's probably almost 60
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and she has to say she's like it's all shit Doesn't matter what business it is, they all got shit.
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She's Southern. And Suzanne's awesome.
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But it just always reminds me of this, is that there's always shit.
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And whenever we're starting something new, we encounter something that we didn't know before and we're like, oh, this makes this shittier.
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And then we think, well, are we going to jump out?
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No. Well, this is new information.
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Great.
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We're more informed.
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Fantastic.
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So that is the thing number one that is keeping you poor, uninformed optimism.
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Number two is a little story I want to tell you.
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So I was called up probably two, three years ago by a guy I knew in high school.
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We hadn't talked in a while.
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And he said, hey, I've got this roofing business.
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You know, I want to scale it.
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I want to go big.
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I was like, that's awesome, man.
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And so he was telling me about the roofing business, telling me about the roofing business.
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And then all of a sudden he says, oh, yeah, I mean, we also do some general contracting work.
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I was like, okay, why don't you grow the roofing business?
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He said, well, you know, don't leave money on the table.
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Okay.
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and then this is gonna sink in for some of you guys
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and then and he was like I was like
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so you've got the roofing you got the GC stuff he's
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like yeah that's what I'm doing he's like he paused for
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a second it's like well we also kind of flip houses too
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so we like fix them and flip them we also do the contracting work
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but we fixed the roof
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so we just get huge caught we're vertically integrated it's like
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dude you're making less than three million bucks you're You're not fucking vertically integrated, you're distracted, right?
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And he was like, how do I scale?
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And I was like, just pick one.
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He's like, what do you mean?
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I was like, pick one.
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He's like, why do you think you can't build a billion -dollar roofing business
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just doing roofing and just get better at doing roofing?
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He's like, well, I don't want to leave money on the table.
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Who here has said they don't want to leave money on the table?
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The money you are leaving on the table is the focus that you are not giving to the one thing that matters.
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And so, by the way, this is the self -made woman list for Forbes.
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This is Diane Hendricks.
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She's the number one wealthiest self -made woman, by the way.
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And she owns, if you can see it there, ABC Supply, which is roofing.
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Not house flipping, not general contracting work, roofing.
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Why didn't he build that?
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He's smarter than Diane Hendricks, that's why.
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so this is the list and this is what I want you to notice about this this is the Forbes,
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the top six for women self -made notice the age of the people on there age is the left column 75,
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78, 84, 90, 89, 63 on the right, notice the source roofing, healthcare software retail and gas stations trucking,
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Little Caesars Pizza IT so sexy
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the point of this slide is that
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if you want to build something epic you have to be
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able to do the same thing for an extended period of time without convincing yourself you're smarter than you are which means
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if you wanted to not make money this is what you
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should do number one do lots of different things number two
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do them for short periods of time don't stick with it too long because you might see success.
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Number three, do not get help, okay?
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Number four, make all the mistakes on your own.
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It's the best way to do it, because otherwise if you start learning from other people's mistakes, you can move faster, so don't want to do that.
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When you make a mistake, do it again.
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Just repeat it, especially if you're like, I've been here before, do the same thing.
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Who here knows the definition of learning?
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I'll tell you.
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Same condition, different behavior.
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So if you want to teach someone something and you present them the same condition and they have not changed their behavior, they have not learned.
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If you came to this workshop this weekend with the intention of learning something, can I get everybody to raise their hand if they had the intention of learning something while they were here?
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If you go back home and your behavior does not change, you learned nothing.
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Nothing.
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truly took the money and burned it, along with losing the output that you lost in the time of here plus travel.
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So that definition has been singed into my mind because if I want to learn something
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and I have the same condition that's been presented, I have to ask myself, if I do the same thing again, it means I have not learned.
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And I don't want to play this boss again.
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So if you do want to make money, you can flip it.
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You do one thing for a very long period of time, you get help from other people, you observe what other people have been doing, you only make the mistake one time if you are going to make them,
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and you always grow and challenge the beliefs that you had and try and answer the question, what do I believe to be true that is not?
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Because ordinary businesses done for extraordinary time create extraordinary results.
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Compounding is the thing.
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Like, it has to compound.
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If the vehicle you are in right now does not compound with time, then change the vehicle.
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Get into something that if you stick with it for an extended period of time, it would be unreasonable that you would be poor.
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That was my construction buddy's story.
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So I had a conversation with a different friend, and he had a zillion businesses, like a zillion.
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I get a spreadsheet for how many businesses he had, and they were all bullshit businesses.
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They didn't actually make any money, but he had like a logo and a website and like some VA, you know what I mean, like, oh, it's a business.
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And he was believing the fallacy of, I'm just going to wait to see the thing that takes off
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and then go all in on
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that who here has thought this thought i get it i'm
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gonna focus i'm just gonna wait i'm gonna be patient see
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which one works out and then
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because i'm a good you know statistics guy i'm gonna go with the winning horse right
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but the reality is
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that any of them can take off you could have a
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billion dollar roofing business you have a billion dollar gc business You've got to have a billion -dollar house flipping business.
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But you can't have them all.
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So you've got to focus.
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You've got to pick one.
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And the nice thing is it doesn't really matter which one you pick, but you do need to pick one.
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The picking is the thing that grows it.
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The ability to say no is the thing that grows it, not the thing you pick.
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It's who you are as a consequence of the decision that changes the outcome, not the vehicle.
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Does that make sense?
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so how arrogant is it to think
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that we can do multiple things at once
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and compete with someone who's spending all their time on
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that one thing it's ridiculous and yet we still do it
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and so this is uh i love this little cartoon this guy you know he's got all his spinning plates
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and this is this is me with the red hair going to this guy who's hopefully my competitor
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and handing him more plates be like oh do you see all
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that shiny object over there here more plates go i'm just going to do this one thing.
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It's my favorite thing in the world.
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Compete against somebody who's doing lots of things.
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It's very easy to win.
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You don't have to do much, because you only have to do a tenth of what they do.
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So this is what focus really looks like.
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One thing, all in.
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You can write that down, you can circle it.
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One thing, all in.
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So I asked my friend of mine that had the Excel sheet with all these zillions of questions, right?
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I said, if I had a magic wand and I ended all your side projects except for one, just one, the one that you think has the most opportunity,
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the one that's probably making the most money right now that you're not paying attention to because it's boring, because it's old, because you've been doing it in a while.
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He's like, yeah.
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I was like, do you know what business it is?
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He's like, yeah.
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I'm like, okay.
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If you ended everything else, because I have a magic wand, so I get to make the rules, magic wand, they all disappear.
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I said, how easy would it be to grow that thing?
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He just looked at me.
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He was like, really fucking easy.
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I was like, hmm.
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Interesting.
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And so he's like, but that would be so hard because of insert real reason that no one gives a fuck about.
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No one cares.
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But I have to fire that, uh -huh.
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But I would have to shut that, uh -huh.
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But I would have to lay off the, uh -huh.
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All the riches you want are on the other side of a few hard conversations.
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And most people spend the rest of their lives not having them and being poor and wondering why.
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it's gonna suck it's gonna be okay
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that was my number three story the magic wand number four
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my favorite story who here has seen the matrix awesome you
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need to become the person who can say no to the
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woman in the red dress the woman in the red dress is the representation of everything
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that is shiny object and beautiful and wonderful in the world whatever your flavor of woman in the address is.
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And the thing is, and this is something that I have now learned painstakingly, is that being able to say no to the woman in the red dress changes at levels.
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You can say no to the woman in the red dress who's a crackhead on the corner, right?
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A thousand bucks a month.
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You're like, I can say no to her.
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No worries.
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Well, I got something better, right?
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But then the $10 ,000 a month girl, you're like, huh, okay, interesting.
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And if you're making $10 ,000 a month, it's hard to say no to that girl.
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but let's say that you're a hard -working disciplined motherfucker you get to $100 ,000 a month
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there's a $100 ,000 a month girl that's an opportunity
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that is much bigger than the one that you said no to before
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and you have to learn to flex the muscle at every level this this is a lesson
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that I learned the hard way I started a supplement company
442
when Jim Lynch was doing 26 million a year
443
and rather than say oh why don't I just take Jim
444
Lynch to 40 next year I'll start another thing gym launch stayed the same
445
and then i added another source of revenue that got us to 37
446
but it was a mistake strategically i can tell the story
447
it sounds great on paper we sold the company lots of money whatever
448
but like it was not the right move and
449
so i had learned how to say no to a million dollar opportunity a 5 million a 10 million
450
but i hadn't learned how to say no to a 20 million dollar opportunity
451
when i was making 20 million and so like the woman in the red dress becomes more seductive, more attractive, the better you get.
452
The more status you get, the hotter the girl you attract, right?
453
And I'm saying this figuratively for entrepreneurs.
454
Does that make sense for everybody who's not into women with red dresses?
455
Okay.
456
Because this is what the woman in the red dress really looks like.
457
Just ready to smash your shit and distract you
458
and spreads you thin so that you can't keep your eye on the ball.
459
And then eventually, she spreads you so thin that you don't know how to get out.
460
And it feels like quicksand, because as soon as you put out fires here, there's fires here, there's fires here, fires here.
461
I need more talent.
462
You take the best person from over here to fix that problem.
463
Then this thing goes to shit.
464
How do you get out?
465
You've got to cut shit.
466
You've got to eat your ego.
467
You've got to watch your revenue go down so that you can refocus, reconsolidate, bring the troops in.
468
I'm saying this because someone here needs to do this, and I wish I had fucking heard this from somebody else.
469
It would avoid a lot of pain.
470
So how do you become that person who can say no to the woman in the red dress?
471
You do the activities someone with those character traits would do despite not feeling good about it.
472
So I'll tell you a story that'll drive us home.
473
So Layla and I were on this walk not that long ago and I said, you know, I was like, I'm so impatient.
474
I'm so impatient.
475
I need to be more patient, right?
476
And she was like, I don't think you're impatient.
477
I was like, yeah, I am.
478
I fucking hate this.
479
I want this to be faster.
480
I want everything to be bigger, faster, stronger.
481
She's like, yeah, but you're not changing your behavior.
482
Like, you feel that way, but you haven't done anything that's not aligned with the long -term strategic vision.
483
I was like, yeah, but I feel fucking terrible.
484
I want to be like zen about it.
485
She's like, yeah, but that's not how it works.
486
She's like, patience is about the behaviors we do, not how we feel about behaviors.
487
So who here has heard the quote, courage is not the absence of fear, but it's action despite fear?
488
right?
489
Patience is not not feeling impatient and feeling terrible about waiting, about not jumping on these opportunities.
490
It's about not jumping on the opportunities despite feeling like shit about it and wanting to, right?
491
Loyalty is not necessarily about the fact that your eye doesn't get caught every once in a while, right?
492
Or maybe even feel a desire that you wish you didn't feel.
493
It's about whether you act on it.
494
Because who here would rather have somebody, okay, I think you already know where I'm going with this, right?
495
In terms of loyalty, how would you rather, right?
496
You'd rather the person not act on the thought.
497
That is how you gain the trait.
498
And then over time, this is my belief, if you do that enough times, those feelings go away through exposure therapy.
499
Like you get exposed to this condition over and over again, and eventually you know that you don't die because that's what it feels like.
500
And so whether it's a loyalty issue, an integrity issue, a courage issue, a focus issue, which is the point of this message today,
501
to become that person you just start acting like the person who has those beliefs
502
and you behave in that way
503
and then it will stink in woman in the right dress
504
so new distractions kill leverage
505
and keep you poor focus multiplies it I said three things
506
number one how making money really works it all comes down to leverage number two
507
while making new stuff is making you poor which which means you have to focus.
508
And number three is why better is leverage.
509
This is the make money part.
510
Here's a simple approach to growth that we use with our portfolio companies.
511
Better is better than new.
512
Better is leverage, because, remember, leverage is how we get more from what we put in.
513
If you do it better, you get more from what you put in.
514
That is leverage.
515
Examples.
516
If you have call scripts, if you make content, if you have websites that you're building, if you have follow -up sequences, if you have offers, if you do the current thing,
517
you get what you currently have.
518
If you make it better, you will get more from the activities.
519
You can create leverage in your business by being better.
520
And better comes from boring.
521
Most of us solved an emotional need by quitting whatever we were doing to start to become an entrepreneur.
522
And then we had a positive reinforcement from that behavior.
523
And so then we learned that as a way of life.
524
But the problem is that the thing that forced you or gave you that emotional, that decreased your action threshold, thus, that you would jump into the next thing,
525
is the very thing that will make you jump out of the opportunity that could become your billion dollar thing. Does that make sense?
526
You felt uncomfortable in your job, you quit your job, you got rewarded.
527
And so you think, oh, when I quit things, I'll get rewarded.
528
But that's the wrong lesson.
529
It only works once.
530
And then you have to unlearn it.
531
And with each level of entrepreneurship, there are lessons like that, that you have to unlearn the thing that got you there.
532
Better comes from boring.
533
It is not exciting to run your 38th split test on a landing page.
534
It does make you more money.
535
It comes from doing all the shit that you know you should be doing but aren't.
536
And so right now, this is an activity, so this is an active part.
537
Imagine a list of all the stuff you know you should be doing but aren't doing right now within your existing business.
538
Like right now, like top of your head, you know there's some shit that you should be doing in your business.
539
I'm going to give you 15 seconds.
540
the reason that stuff is so important is because you already know what you need to do.
541
And we come here to get rah -rahed, et cetera, but the shit is on your desk at home.
542
That is the work that must be done.
543
It needs doing.
544
And most of us know what to do, and we don't want to confront it because we want to do something more stimulating and exciting that makes us feel alive, and your business doesn't give a fuck.
545
better is boring
546
and better gets you more for what you put in better
547
is leverage now imagine who here has a few businesses you're really fucking hard to make
548
that list wouldn't it there's too much shit it's too much too much stuff to make the business which means
549
becomes impossible which means that's why you have to pick one
550
because there is so much stuff stuff that has to be done to do one business right.
551
Just do it right.
552
If you do it right, you grow by default, it's a promise.
553
Who here is like, I know I should be doing more email follow -up, I know I should be calling my leads within five minutes?
554
Who here thinks that right now?
555
Okay, let me ask a different question, and many of you did raise your hand.
556
Who here calls other leads within five minutes?
557
Okay, like two hands you will triple your sales triple triple who wants to triple the fucking business triple but
558
that sounds boring sure it's got to implement CRM got to
559
get round -robin set up leads got to come in you
560
got to figure out how call prioritization works between the team
561
that's boring makes you shitload of money that's how it works who's gonna win two different businesses the guys
562
because you've got the shit dialed.
563
Better gets you more for what you put in.
564
And when you do get home, order it from the amount you have to put in to get the thing done
565
that will result in the most output and start ticking them off.
566
And you continue to ignore the new things that sound really exciting.
567
And you become the person who's able to do that by pretending to be the person who's able to do that.
568
Because you already know what to do.
569
So this is a mental model I really like a lot.
570
Who here has ever had a coach or a mentor?
571
Has anyone ever coached or mentored other people?
572
Does anyone feel like they're a better mentor than they are a person who does shit?
573
I do.
574
All the time.
575
And so the thing is, is I ask myself this question.
576
It's actually been one of the most profound, most helpful questions I've had, which is, if I were coaching me, and the beautiful thing about this is that when you coach you, you have no other agenda.
577
You're just trying to help you.
578
and you also have more information than anyone else has you've
579
had you've been on every conversation you've been you've read every email you've seen every report
580
so if you were coaching you right now what would you tell you to do and
581
what's crazy about this is that half the fucking time it's not what I'm doing
582
coach me much smarter than me me right Moomoo,
583
okay Take your own advice If you do that, I promise you'll make more money Be like yeah, but I'm a special snowflake
584
You're just convincing yourself that you're smarter than you are and giving yourself reasons that reality does not apply to you
585
It does
586
and this is just a boss level You might need to
587
keep going against the snowflake until eventually you figure out
588
that you just got to melt it by being there and hanging in And so in my entrepreneurial career, there's two periods, very clear definitions of periods of time in my life.
589
The first period was when I was distracted.
590
This is when I did not make money.
591
I had six gyms.
592
I had a launch business where we do gym turnarounds in person.
593
That's where I actually physically was, not at my gyms.
594
I had a dentist, dental agency, I had a chiropractor agency, I think I had something else,
595
lots of fingers right and i was 26 ish and i would love to tell people i own nine companies right
596
i'm poor but
597
but it felt really good struck my ego not my bank account
598
so it was only
599
when layla the angel of my life was like hey you know this one makes us the most money
600
and you spend the least amount of time on it.
601
That gym lunch thing actually works.
602
But I have to, like, I would have to, like, sell all those gyms.
603
I'd have to end partnerships.
604
I'd have to let go of people in the agency.
605
And she was like, yeah, or you could just, you know, keep doing what you're doing, just clearly working.
606
Point taken, you know.
607
And so over the next 90 days, I sold five gyms, shut one down, shut down both agencies and got rid of everything
608
and 12 months later from that moment we were doing one
609
and a half million a month from zero and so
610
and 12 months after that we're at four
611
and a half million a month one thing and
612
so this was the second period just focus it's
613
so much easier to stack the deck in your favor
614
if you just do one thing because when you focus on one thing you make it unreasonable to fail.
615
If you do one thing for an extended period of time, it becomes unreasonable to suck.
616
If you do it more than anyone else has done it, you'll be better than them.
617
Just is what it is.
618
People ask me all the time.
619
They're like, hey, how'd you get so good at sales?
620
I took 4 ,000 fucking sales calls.
621
That's how I did it.
622
That's how I did it.
623
I didn't even go through a sales training.
624
I had 4 ,000 fucking conversations.
625
That's how I did it.
626
And so if you wanted to be the best salesman in the world, then have more sales conversations than anyone else has.
627
If you want to be the best real estate investor, then do more deals than anyone else has.
628
And the subsequent before that is send out more mailers than anyone else has have more cold callers than anyone else has, send more cold DMs than anyone else has, and you'll become the best.
629
And if you put that as the output, the thing that you're looking at, it becomes unreasonable that you would be not the best, right?
630
Like, you're at least going to be top 10.
631
And if who here would be top 10 in real estate in the U .S., would you be okay with that?
632
Right, it wouldn't be bad.
633
And the thing is that everyone fails because they want to move fast.
634
Like, this is the number one issue.
635
So they don't have a solid foundation.
636
They draw the dotted line, and they think, I'm going to try and shortcut it.
637
I'm not gonna fix my product.
638
I'm not gonna make it really good because I wanna go fast
639
because I wanna show to my friends that I'm growing every month.
640
I wanna show how good I am.
641
The thing is, it's a short game.
642
Like, how many times, it's like, the restaurant example is so simple.
643
So many people start a restaurant, slap two pieces of Wonder Bread together, put a slice of bologna in there, and then market it like fucking crazy.
644
And they're like, dude, I don't get why my business isn't growing.
645
I'm like, because everyone who has your food literally tells everyone that it fucking sucks and never come back.
646
So there's this invisible hand that works against people, which is who knows about the power of word of mouth, right?
647
The invisible hand, who here runs ads?
648
Let me ask that question.
649
Who here runs advertisement?
650
Okay.
651
If you run ads and it has become more expensive for you, disproportionate to the increase in CPMs, which is cost per impression or eyeballs, in that period of time that you've been in business,
652
then it means that you have negative word of mouth.
653
So if you're like, well, I don't get that many referrals.
654
Oh, you sure do get a whole bunch of people who you get negative referrals, you get negative sales.
655
You have to spend twice as much to acquire a customer
656
because every other customer that you would have acquired was told by someone else not to buy from you.
657
It's the invisible hand.
658
When you shortcut it, promote, promote, promote, promote, and then flatline, and then dissolve, and then you come up with new shit.
659
Who here has seen the people on the internet doing this game over and over and over again?
660
They don't get the product right.
661
They put two pieces of bologna, you know, of sandwiches together with a bologna slice in the middle, and they call it a product and then we have ham with one slice in the middle and it's still shit
662
because they don't want to take the 12 months to actually get the fucking product right.
663
But on the long game, 10 years from now, the guy who takes the first year, takes a break even on that year just to get the product right, makes everything easy.
664
But no one can wait 12 months because they can't see the big picture.
665
They keep trying to string three of these little shortcuts together rather than building the foundation.
666
better is leverage better gets you more for what you put in this is what small businesses look like
667
this is what big businesses look like the amount of activity is actually not
668
that different it's just aligned it's just all in the same
669
direction it's all it is it's really not like i promised
670
you been in both it's all it is there's nothing there's no magic it's just alignment same input
671
more output what boring but better looks like it means split testing landing pages not once but weekly.
672
Not just one time when you come here, you put the process in place to do it every fucking week.
673
Split testing emails, not once, but weekly.
674
Making new ads in creative, not when you have to, but before you need them.
675
Role playing with the sales team, not once, but daily.
676
Role playing with customer success.
677
Hey, I want a refund.
678
Hey, I hated this.
679
Hey, it wasn't fast enough.
680
What do they say?
681
Role play.
682
If you have amazing customer success, They role -played every day.
683
They'll get fucking good.
684
I promise.
685
How exciting is that?
686
Not at all.
687
Not at all.
688
But you know what it does?
689
It makes you more money.
690
Taking 10 more interviews for the same role.
691
Sucks.
692
Sucks to talk to 10 more people for no reason.
693
But there is a reason.
694
Because you're trying to find the one person that's going to give you 10 times the leverage on
695
that time you got back.
696
Think about this.
697
But if you didn't take those interviews, you hire someone, wait six months, and then you have to do the whole thing again, and you lost the six months.
698
That's what Layla was talking about.
699
Taking more time to make your lead magnet better.
700
Make your offer better and better.
701
All these things are boring, but make you more money.
702
And so this is my promise.
703
Is that doing all the un -sixty shit that you aren't doing, but know you should, is the secret to the success.
704
My promise is if you do nothing new, but only what you already know you should be doing, that your self -coach tells you to, you will make more money in the next 12 months than you can imagine.
705
You just got to do it right.
706
so this is actually a text i got uh yesterday
707
or yeah it was yesterday um this guy had lost everything um
708
and he had set a goal down for himself
709
and he said hey uh last day 2021 set a business goal
710
that i thought was quite honestly unrealistic impossible to hit well i'm going to surpass it in q3
711
and so the only thing that i told him to do was to commit to the activities I was like, just do the same thing every day, rain or shine.
712
It was prospect.
713
I was like, prospect every day.
714
He's like, and the first few months, he actually had a couple good months, and then he slowed down.
715
He's like, how do I stay committed?
716
I was like, because you felt successful for fucking getting an outcome.
717
It's irrelevant for who you are.
718
Some of you guys have heard this quote, but your work works on you more than you work on it.
719
I was like, you need to become the person who isn't satisfied with whatever that outcome was, but only by the commitment that you made to yourself about the activity that you were going to do.
720
and so whether it was up
721
or it was down it divorces the actions from the outcome not to say
722
that the outcome is not the work it is but in terms of who you are
723
who you are is is forged in the repetitive act final
724
point who here knows the difference between a seven out of ten book
725
and a nine
726
and a half out of ten book about 20 times the
727
work realistically who here knows the difference in sales between a seven -and -a -half book
728
and a nine -and -a -half book?
729
About a thousand times the sales.
730
And so if you do 20 times the work, you can get a thousand times the effort.
731
That's a 50x increase per unit of input.
732
It's a lot.
733
It's worth it.
734
But you do have to do 20 times more work. That is leverage.
735
And opportunity is missed by most because it is dressed in overalls
736
and looks like work and so I said I was gonna cover three things
737
and I have a little thing at the end here it'll take me less than five you guys cool with
738
that all right sweet
739
so I said I was gonna cover three things I want
740
to make sure I filled my promise number one is how making money really works leverage everybody feel good with
741
that that make sense all right number two why making
742
new shit is making you poor and why you have to focus number three is why better is leverage.
743
Awesome.
744
And so I want to wrap up my presentation with a quick demonstration of leverage in the real world, getting more out of the same thing.
745
Okay.
746
So we're going to do an exercise to wrap this up.
747
And I think that it will do more than anything I could say with these slides.
748
This will probably be what you remember, unfortunately, with all my pretty pictures.
749
So I'm going to take a single action
750
and increase the leverage in real time in front of you
751
that cool so you'll see a before
752
and after in front of your eyes it's like a real -world money magic trick okay
753
so I gave you a lot of examples of things you
754
can improve in a business better cause better content better sales scripts better website better follow -up better offers right
755
so what I'm gonna do is I'm gonna highlight just one of these things all right for you right now
756
and show you how many riches lie unlocked within your business today
757
that you already know about
758
so I'm gonna focus on offers gets an easy one I can do in front of everyone
759
all right so I'm gonna show you the leverage of a better offer
760
so I'm gonna I'm gonna sell you a book for $100 ,000.
761
Just kidding.
762
$1 ,000.
763
So the point of leverage is a better offer, sorry, the point is leverage of a better offer.
764
One action, selling, one product, a book, leverage is how much money it fetches for the same activity.
765
Does that make sense?
766
Our equation, does it make sense?
767
Okay.
768
Here are the directions for this activity.
769
The moment you feel that $1 ,000 of value has been created, please stand up and stay standing.
770
Okay?
771
Does this make sense?
772
This is simple directions.
773
If you feel $1 ,000, then stand and stay standing.
774
All right.
775
I'm repeating it.
776
$100 ,000.
777
Just kidding.
778
Typo.
779
So, let the leverage building begin.
780
I have 10 books with me today.
781
Who wants one for $1 ,000?
782
Raise your hand or stand up.
783
Wow.
784
Thank you.
785
Stay standing.
786
Three people who already have $3 ,000.
787
Isn't this exciting?
788
All right.
789
I didn't even tell you what it was yet.
790
It's a really good book.
791
I'm probably giving it away. Who now wants it?
792
I said it was a really good book.
793
No more people, okay.
794
It's a bestseller, still three people.
795
Oh, four, there we go, four people, ha ha.
796
It's my book, right?
797
Now I got one more, two more, three more, all right, four more, so eight, nine, 10, 11, I've already accounted for my books, but just wait.
798
There's more.
799
So I said, who wants one of the 10 for a thousand, right?
800
We got all these.
801
Cool.
802
There's all the reviews.
803
People say it's good.
804
Very good rating.
805
Please stay standing.
806
It's also number one, number four, and number seven for the last 13 straight months.
807
Pretty cool, right?
808
In marketing and sales.
809
I think it's pretty dope.
810
Please stand up.
811
This guy read the book and quadrupled his monthly revenue just from reading the book.
812
If you quadrupled your revenue, would that be worth it?
813
Ah, we have 6, 7, 8, 9, 10, 11, 12, a lot more.
814
Okay.
815
This is it.
816
Wow.
817
Probably have 40 or 50 up.
818
Okay.
819
Oh, wait, there's more.
820
Going to autograph the book.
821
There's only one that I have autographed.
822
Actually, that's not I think there's probably five oops I had to get a really fat marker
823
so you could see it that's actually my it's embarrassing not
824
yet not yet not yet not yet you gotta stand you gotta keep standing gotta keep standing one out of 10.
825
I'll put my personal cell phone inside.
826
1 ,000 bucks.
827
I'm not going to show it to you.
828
All right.
829
We got about two -thirds.
830
Okay.
831
I'm going to review four of your sales calls, rewrite your script with you and drill your sales team on how we set everything up.
832
Does that work for a thousand bucks?
833
Stand if that's worth it for you with the book.
834
Please stand.
835
I'll have my traffic guy who right now we get about 20 ,000 leads a day across our portfolio.
836
He'll do an entire funnel breakdown.
837
It's about 11 pages.
838
He'll break down everything that you could do differently within the funnel, different headline split tests, different paragraphs, different copy things, different images, different layouts.
839
Right now we average way more than 2x, but I feel confident saying we can double your traffic.
840
All right, we're close.
841
We're like 90%.
842
I'll also use my network to recruit the one missing star player that you have in your company.
843
So right now we will look at your company
844
and we will find out what the biggest missing pieces and leverage and put someone in there for you.
845
Stand up if that's worth a thousand bucks.
846
I'll also spend two hours with you on the offer that you're giving right now.
847
So you can get more people to click, more people to sign up for the calls, more people to show, more people to buy, and at higher prices.
848
All right.
849
I think I got like one person still seated.
850
I got, I see you.
851
I see you.
852
I'll see what I got.
853
I'll see what I got.
854
I'll see what I got.
855
I'm also going to feature you on my channel.
856
So that two hours, we'll televise it and we'll distribute it across all of our channels.
857
So right now that gets about 10 million impressions.
858
So in real advertising dollars, it's about $100 ,000 in advertising, just in terms of, that's what people are willing to pay for three 90 -second spots, and it's a 30 -minute spot,
859
so it would be significantly higher than that.
860
So if that's worth $1 ,000, let me know.
861
By standing is how you do that.
862
And if you don't make three times what you pay me for this book, I'll give you all the money back and keep all the work that we did. That work?
863
Measured over 12 months.
864
That's the fine print.
865
Fair?
866
Please stand if that's still worth a thousand bucks, I see you.
867
And there's not ten books, there's only one.
868
Look around.
869
And that's how you increase leverage to sell an offer instead of a $25 book for $100 ,000.
870
So does everyone understand, stay standing, does everyone understand that you just need to do it better?
871
Output comes from volume times leverage.
872
You must do more and get more from what you do.
873
The way you get more from what you do is you first do everything that you know you should be doing better.
874
The way you do that is to focus on one thing for a long time without distraction.
875
Anything can become big with time.
876
When you line all actions to a single outcome and you keep working at it, your success will look effortless and obvious from the outside.
877
But you will know that it came from years of saying no to everything except that which mattered most.
878
This is how we grow companies at acquisition .com, through leverage.
879
Most entrepreneurs lack the who, the what, and the how to scale.
880
At acquisition .com, we recruit the who, we give them the what, and we show them the how.
881
And once an entrepreneur has all three, the business scales by default.
882
Layla already showed you these.
883
We've got more free courses at acquisition .com if you guys like this stuff, if you want to learn more from us.
884
And that's it.
885
Thank you guys so much.
886
I appreciate you.
887
Thank you.
888
Thank you.
889
Thank you.
890
Thank you.
891
Thank you.
892
Thank you.
893
Thank you.
894
Thank you.
895
Thank you.
896
Thank you.
897
Thank you.
898
Thank you.
899
Thank you.
900
Thank you.
901
Thank you.
902
Thank you.
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Vocabulary and speaking notes for this lesson
This speaking lesson is built on the video “How to get SO rich you question the meaning of making money”. This video has 900 sentences and 9757 words to shadow. The speech runs for 51:46. The speaker talks fast, about 188 words per minute, so expect linked and reduced sounds. 88% of the words are among the 3,000 most common in English, so the vocabulary is easy to follow.
Key vocabulary in this video
15 words from the video worth learning, with pronunciation and meaning:
| Word | Pronunciation | Meaning |
|---|---|---|
| leverage noun | /ˈlɛv.(ə.)ɹɪd͡ʒ/ | A force compounded by means of a lever rotating around a pivot. |
| output noun | /ˈaʊtpʊt/ | Production; quantity produced, created, or completed. |
| bore verb | /boɹ/ | To inspire boredom in somebody. |
| optimism noun | /ˈɑptɪmɪzəm/ | a tendency to expect the best, or at least, a favourable outcome |
| outcome noun | /ˈaʊtkʌm/ | That which is produced or occurs as a result of an event or process. |
| triple adjective | /ˈtɹɪp.əl/ | Made up of three related elements, often matching |
| lesson noun | /ˈlɛs.ən/ | A section of learning or teaching into which a wider learning content is divided. |
| suck verb | /sʌk/ | To use the mouth and lips to pull in (a liquid, especially milk from the breast). |
| buck noun | /ˈbʌk/ | A male deer, antelope, sheep, goat, rabbit, hare, and sometimes the male of other animals such as the hamster, ferret, salmonid, shad, skunk and kangaroo. |
| skill noun | /skɪl/ | A capacity to do something well; a technique, an ability, usually acquired or learned, as opposed to abilities that are regarded as innate. |
| flip verb | /flɪp/ | To throw so as to turn over. |
| inform verb | /ɪnˈfɔɹm/ | To communicate knowledge to. |
| gym noun | /d͡ʒɪm/ | A sports facility specialized for lifting weights, cardio machines, and other exercise (culturally differentiated from sense 1). |
| presentation noun | /ˌpɹɛzn̩ˈteɪʃn̩/ | The act of presenting, or something presented. |
| entrepreneur noun | /ˌɑn.tɹə.pɹəˈnɝ/ | A person who sets up a business; generally, a person who owns and manages a business and assumes its financial risks. |
Phrasal verbs you will hear
| Word | Pronunciation | Meaning |
|---|---|---|
| stand up verb | To rise from a lying or sitting position. | |
| figure out verb | To come to understand; to discover or find a solution; to deduce. | |
| follow up verb | To take further actions remaining after an event; to continue, revisit, or persist; especially, to maintain communication or verify. | |
| get out verb | To leave or escape. | |
| get out of verb | To leave, exit or escape from; to become free of. | |
| get through verb | /ɡɛt ˈθɹu/ | To overcome; to endure. |
| break down verb | To stop functioning. | |
| come back verb | To return to a place. |
Sentences worth repeating
Short, complete lines from the video that you can reuse in everyday conversation:
- You guys wanna hear something completely insane, yes?
- How do we work faster?
- I was like, okay, why don't you grow the roofing business?
- He's like, what do you mean?
- He's like, how do I stay committed?
Grammar in this video
The structures the speaker uses most, with the exact words from the video:
| Structure | In the video |
|---|---|
| Conditional sentences if + clause, will/would + verb — a condition and its result | If you make it better, you will get · If you do that, I promise you'll make · if who here would be |
| Present perfect continuous have/has been + -ing — an action that started earlier and is still going on | We've been playing · you've been playing · have been doing |
| Present perfect have/has + past participle — a past action that still matters now | have heard · has heard · has seen |
| Passive voice be + past participle — the focus is on what happens, not who does it | can be objectively measured · is capped · is uncapped |
Pronunciation to watch
The speaker uses 259 contractions and reduced forms, such as I'm, you're, don't. Say them the short way, as you hear them.
- The “sh” and “zh” sounds: presentation /ˌpɹɛzn̩ˈteɪʃn̩/, impatient /ɪmˈpeɪʃənt/, acquisition /ˌæk.wɪˈzɪʃ.ən/, intention /ɪnˈtɛnʃn̩/, patience /ˈpeɪ̯.ʃəns/
- Long words — get the stress right: optimism /ˈɑptɪmɪzəm/, entrepreneur /ˌɑn.tɹə.pɹəˈnɝ/, unreasonable /ʌnˈɹiːz.(ə)nə.bl̩/, acquisition /ˌæk.wɪˈzɪʃ.ən/, portfolio /pɔːtˈfəʊ.liˌəʊ/
How to practise with this video
- Listen to the whole video once without speaking and note the words you do not know.
- Start at 0.75× speed, shadow it sentence by sentence, then go back to normal speed once it feels easy.
- Record yourself and compare with the original, paying attention to words like leverage, output, bore.
What is the Shadowing Technique?
Shadowing is a science-backed language learning technique originally developed for professional interpreter training and popularized by polyglot Dr. Alexander Arguelles. The method is simple but powerful: you listen to native English audio and immediately repeat it out loud — like a shadow following the speaker with just a 1–2 second delay. Unlike passive listening or grammar drills, shadowing forces your brain and mouth muscles to simultaneously process and reproduce real speech patterns. Research shows it significantly improves pronunciation accuracy, intonation, rhythm, connected speech, listening comprehension, and speaking fluency — making it one of the most effective methods for IELTS Speaking preparation and real-world English communication.