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Enjoy another round of questions and answers during a recent Marketing Secrets Live episode. Register for the next Marketing Secrets Live episode at ClubHouseWithRussell.com Hit me up on IG! @russellbrunson Text Me! 208-231-3797 Join my newsletter at marketingsecrets.com ClubHouseWithRussell.com ---Transcript--- Russell Brunson: What's up, everybody? This is Russell Brunson. Welcome back to The Marketing Secrets Show. During this episode, you're going to have a chance to listen to some of the live Q and A. And this one got really fun. We had some really cool directions and angles that we went on. I think there's something for everybody through this Q and A, so hopefully you enjoy it. On top of that, don't forget: If you want to get your question answered live, make sure you subscribe at clubhousewithrussell.com. It's clubhousewithrussell.com. Go there. Subscribe to the room. And that way, you'll be notified the next time I decide to go live, and you can jump on and get your questions answered. These questions this week were really fun. A lot of different directions. I think you guys will get a lot of value from it. So that said, we'll cue the theme song. When we get back, we'll jump directly into the questions and answers. Yhennifer: Awesome. So our first guest here is Tracy. Tracy is guiding you with tax reduction strategies! All right, Tracy. Thank you so much for being here. What question do you have for Russell? Tracy: Hi, Russell! This is Tracy Lo, and I am so inspired by your stories all the time. I've learned so much from both you from afar, and also Myron. So my question is: How do you keep all your parts moving? Do you have a strategy for keeping your mental state as well as your philanthropy and your business together? What is your strategy? Russell: Oh, that's a great question! I would say I've been lucky, because when I first started this business, it was me trying to figure things out. And I was more chaotic than I am now. Anyone on my team is laughing, because they know that it's still kind of chaos. I think from the outside, things look organized, and things like that. But it's really surrounding myself with a good team of people. People who have a similar mission, who are trying to do the same things that we're doing together. It's having a good team of people. And then a lot of it is just figuring out how to build the things into your routines that'll get you the success you're looking for. Right? So for me, I know that for the first... ah, man... seven to eight years of my entrepreneur journey, I wasn't into health. And so I gained a ton of weight. And I had a... You know? I was more lethargic. I didn't even know I was unhealthy until I decided to start getting in shape and getting back in. And all of a sudden, by getting back in shape, it increased my energy. I felt better. And I was like, "Oh, my gosh! I need to weave this, now, into my routine to make sure I don't lose it again." So it became part of my routine where these things are all tied into it. Right? And so now it's easy, because it's just part of what I do. Mentally: "Okay. How do I stay sharp?" Well, if I'm going to be successful, I get paid to think for a lot of people. So if I'm going to be successful, my mind has got to be sharp. So I got to go listen to podcasts, and read books. And putting myself in situations where I can keep sharp and keep figuring out, "What's working today? What are the things that are working the best?" And so I figure out what all those things are, and then I put them into my schedule. I say, "Okay. I need to build this into my routine where I have time to listen to podcasts, or read books, or go to things that are going to help stimulate my mind so I can stay high there." And then charities. Right? When we decided... It's funny, because I get hit. I'm sure all of you guys here, you're hit by a million people wanting to... "I want to start donating money, maybe, to charities!" And for me, it's like, "I don't want to be the person that just gives money and then forgets about it." I want to make sure the things that I'm passionate about, so... Like Village Impact, we're very passionate about that. So it was like, "Okay. How do we make this part of what we do?" And so it wasn't just like... Give them a check, and then a year later, figure it out. It was like, "Okay. If we're going to do this with them, let's be very strategic about that." So I said, "Okay. Let's..." Todd and I, when we started ClickFunnels, we said, "Okay. Let's set up where every time somebody creates a funnel inside of ClickFunnels and it gets at least 100 visitors..." So it's a live funnel. "We'll donate a dollar to Village Impact." And so we started that seven years ago. And the first year, I think our check we gave them was... I don't know, $15 grand. And then the next year, it was $30 grand. And then $60 grand. And then $100 grand. So it gets bigger and bigger, but it's now part of the mission. So I don't have to think about it, because it's built into what we're doing. And now every year at Funnel Hacking Live, I'm like, "Stu and Amy, come on stage!" And we have a big old check. You know? Now, it's six-figure checks. And they get bigger. And it's eventually going to be seven-figure checks. But it's built into what we're doing, and so I don't have to think about it again. You know? O.U.R. is the same thing. We did the big launch where we launched with the documentary, and it did well, but then it wasn't consistent. So we're building a whole platform now that'll be a consistency thing, where it's now that... This mission is always being worked on, because there's a platform, and there's someone in charge of it. There's a team member who... that becomes their sole focus. And now it's weaved into it. So it's figuring out the things that are important to you that help you achieve the goals you want, and then figuring out... How do you weave those things into your routine, or your business model, or your whatever, so that it just happens and you don't have to think about it? Because it's too hard. We have so many things we're all doing. If you have to have the mental power to think about it every time, then nothing ever happens. So that's kind of how I do it. And I hope that helps. And it's also surrounding yourself by amazing humans who help fulfill those missions as well. Tracy: Thanks so much, Russell. This is Tracy Lo, CPA, passing the mic. Thank you. Russell: Awesome! Thank you, Tracy. Appreciate it. Yhennifer: All right. Thank you for being here, Tracy. Now we're going to go on to Jermaine. Jermaine is in the real estate industry. Jermaine, what question do you have for Russell? Jermaine: Hey, Russell! Hey, everyone! I just had a quick question. I was wondering... Well, I got two questions. The first one: I didn't quite catch that book that you recommended? Russell: Was it Atlas Shrugged? Jermaine: What was that again? Russell: Atlas Shrugged. Jermaine: Yep. That's it. Russell: It's a really big book, so it takes commitment. It's insanely big. But as an entrepreneur and producer, you will love it. Especially in the real estate market. Jermaine: Okay. And I also wanted to know... while I have you... I wanted to know: Throughout all your time that you've changed the world and inspired people, what was your biggest business challenge that you had to overcome? And how did you overcome it? Russell: Oh, that's a great question! You know what's interesting, is that at every level, there's a new challenge. And so it changes. And every time when you're going through it, it seems like the biggest thing in the world. And when you look back, it's like, "Oh, that was actually really simple." But in the heat of the moment, it's hard. For the beginning part, it was just me believing that I was worth it. Right? I was the kid who struggled in school. I was never that smart. The only thing I was ever good at was wrestling. And I'm trying to start a business, and then I had a million doubts of, "I'm not worthy. I don't know how to do this. I'm not smart enough. I don't..." At the time, I didn't like to read! You know? First, it's that mental battle. I think for most entrepreneurs when they start their journey, it's the mental battle of just believing that you're worth it, that you can actually do it. And so for me, that one took a while. And then when I finally was like, "Oh, my gosh. I'm not..." I always thought I was a dumb kid growing up, because I struggled in school. So I remember having the realization after I started having success. I was like, "Oh, my gosh. I'm not dumb! I can learn things! If I'm interested in the book, I can actually read it and enjoy it!" So that was the first big hurdle for me. Right? The next one was... As I got to a point in my business that was like... It was just me, and I was juggling a million things. I was like, "Okay. How do I... I can't keep doing this. I'm going to drown eventually." So I was bringing on employees to the team. And man, I can't tell you how bad I was at that! I hired all my friends. All my friends, I just hired initially, because I was like, "Oh. They're cool. I'll hang out with them!" So I hired all my friends. It turns out my friends are morons... No, I'm just kidding! Well, kind of. Some of them were... But no, I love them all. But it was like I hired all my friends, and they didn't know what to do. And I didn't know how to teach them. So I was like... Dude, I was working while they were all goofing off in the other room. And they wanted help, but I couldn't teach them, because I was too busy trying to make money to pay them. And so it took me years to figure out, "How do you get a team and get the right people in place?" And that was the next big challenge. Right? Then it was like, "How do you actually create something that's not just an offer?" Right? That could be a long-standing business. We tried for years to figure that out. And eventually, ClickFunnels was the business that became more than just an offer for me where it was like, "Oh, my gosh. This is a platform, something that can grow bigger." And then inside of that, there has been so many challenges. How do you scale a company like that? You know? How do you scale the support? How do you go from five employees to 500 employees? There's just different challenges to every step. And so I think that there's been a lot of them. But the biggest thing I would say is that the key that I find at every tier, the thing... It took me a while to figure this out initially. And now, I've gotten better at realizing, "Oh, the pattern to solve these is always the same." It is... You can call it "funnel hacking," call it, "modeling," whatever it is... is I try to always connect to the people that are a tier above me or two tiers above me. Right? So right now, we're trying to... I literally am paying somebody who's gone here, done this. And we do a one-hour call every other week with him. He's built multiple companies, software companies, to the billion-dollar mark. And so he's been down the path. And so we get on a call. I'm like, "Okay. Here's where we're stuck. What am I going to do? What would you do?" And I'm asking questions and modeling, like, "Hey. Show me three businesses that have done what you're talking about." And he'll show me. We'll find it. And we look at it, and we reverse-engineer it. We come back and apply it. And so the key is just really figuring out... It's modeling. It's figuring out who's already done the thing you're doing. Find that person. Pay them money. Get to know them. Join their coaching. But whatever it is, get around the people who have already done the thing you're trying to do. Because for them, it's simple. Right? For us, as we're going through it, it's really, really difficult. But the person who's already done it, looking back, it's simple. For me, now, the mindset and belief of, "I can do this," is simple now. I get it. I can help somebody with that really, really easily. Whereas in the moment, it was impossible. It felt impossible. Right? Launching a software company felt like an impossible moment, and now it's super easy. So it's finding people who... The thing you're struggling with now is super easy, because they've already done it multiple times. Getting around them. Hiring them. Paying them. And learning how to think like them. Right? It's always a shift in thinking and belief. And so it's coming back and saying, "Okay. I've got to think like them. I've got to believe like them." I think a lot of times, many of us... and I see this a lot with people who hire me... they hire me, or they hire a coach, and then they try to get the coach to believe or think like they do. And I'm the opposite: I'm not coming to you to try to influence your beliefs. I'm coming to you to change my beliefs. And that's a hard thing to do. Right? Our ego gets in the way a lot of times. So it's coming and saying, "Okay. I'm a blank slate. I'm going to do whatever you say." In fact, it's funny, because inside our community, we have the... Kaelin Poulin started it with the whole hashtag, #dowhatrussellsays. And at first, I was really embarrassed by it. But now, it's so cool! Because it's like, "Yeah. If you're hiring me to be your coach, just do what I say!" If I hire a coach, I just do what they say. I literally just... In fact, I'm working on my fourth book right now. And I have a quote. One of my friends wrote this in a blog post. He was talking about his morning routine, and why he does this really weird thing. And he says in the thing, he said, "People ask me why I do this." He said, "Because Tony Robbins told me so, and I obey all giants who fly helicopters and have stage presence." And so for me, it's always been this joke: Now, when I hire a coach, whatever they say, I say, "I obey all giants who fly helicopters and have stage presence." Right? If I hire someone, I just believe them inherently, because I did the work ahead of time to see if I'm going to believe them. If I believe them, I give them my money. And I do whatever they say, and I don't deviate from that. Right? So people in my world say hashtag, "#dowhatrussellsays." For me, it's hashtag, "#dowhatstevencollinssays." That's the guy who I hired right now who is mentoring me. Whatever he says, I just do it. I don't fight. I don't question. He's been there a million times. And so I just do what all giant... You know? I obey all giants with helicopters and stage presence. I obey whoever I pay to teach me something, because they know what I don't know. And so for me, that's kind of the process: Find the hurdle. Find out who's already done it. Get that person. And then obey them, and just follow what they say to a T. So I hope that helps. Jermaine: That made perfect sense. So you basically trust yourself, and then you do what your coaches say? Russell: 100 percent. Yep! I do the work ahead of time. Before I hire the coach, I got to make sure I believe this coach is right. But if I believe they're right, then yes, I just do whatever they say. And so I see people, sometimes, blindly will sign up for coaching, or they'll hire a mentor, or whatever. And then they just kind of blindly follow the person. The person might not be right for them. But I do the homework ahead of time. And then when I know, "Okay. I'm committed. This is the person." Then I go all in, and I just put on blinders and follow them. Jermaine: Got you. I appreciate that. What was that book again? I'm going to have to write that down. Russell: Atlas Shrugged. So the way to remember it is Atlas is the god that's holding the weight of the world on his shoulders. And the premise of the book is: The producers, the entrepreneurs, people like us who are trying to... We're literally holding the weight of the world on our shoulders. Right? We're creating companies. We're creating jobs, and doing all these things. What would happen if Atlas just shrugged and walked away from his responsibilities? So the book is about that. What happens when the producers get so much pressure from government and society where it's no longer worth it to them, so they shrug, and they walk away from their responsibilities? And so that's the premise of the book, which is so fascinating. I'm actually listening to it again right now, which is fun. But it's a 1500-page book. It's intense. If you listen to the audiobook, it's eight audiobooks. That's how big it is. But man, it's worth it! Jermaine: I'm going to grab both of them right now. I've got all of your books. I've been following you for a while. My favorite one is the DotCom Secrets. Russell: Oh, very cool! Thanks, man! I appreciate that. Yhennifer: Awesome! Thank you. Jermaine: You're welcome. Yhennifer: ... Jermaine. Thank you for being here today. I'm going to reset the room really quickly. We are, right now, listening to the Marketing Secrets Live podcast. This room is actually being recorded. Make sure you follow the house at the top so that you can get a notification when Russell goes live again here. Now, we are going to give the mic to Jeff. Welcome, Jeff! He is a product launch expert, has made over $8 million from 22 launches in three years. What question do you have for Russell, Jeff? Russell: What's up, Jeff? Jeff: Hey, Russell! What's going on, buddy? Russell: Good to hear from you. Jeff: So hey, being in your inner circle for the last five years, I've had the awesome pleasure of watching all the big house marketing initiatives that you've incorporated into the funnels that you and the rest of the ClickFunnels community launched, and also at your annual Funnel Hacking Live event with Village Impact and O.U.R., as you mentioned. So what's been cool to see is the more funnels and events you launch, the more you're able to give back, which is awesome. So how are you thinking about incorporating that live launch strategy that you've been doing with, perhaps, more of an evergreen launch strategy now? With things like OFA, your quarterly Two Comma Club Live virtual event, and now the DotCom Secrets Summit that you just launched, with some of these... trying to also bring in these new live launches. I know you have Funnel Hacking Live coming up in a few months. Can you just talk about... Each month, what are you looking at in terms of evergreen versus live? Russell: Yeah. That's a good question. That's something we could talk about for a long time. You know? I think it's interesting. I watch somebody like Tony Robbins, who... He does UPW four times a year. He does Date with Destiny twice a year. And he does these things. And he's been doing it live for decades now. Three or four decades, he's been doing these events. If you go to them, they're very similar every single time. And for me, it's tough, because if I go back and I teach the same thing twice, I want to pull my hair out! You know? And I'm like, "I don't know how Tony has been so consistent for so long." And so for me, it's like there's this blend. Right? There's things that... The DotCom Secrets book came from me from a decade of me teaching these principles. I was doing events, and speaking at other people's events, and teaching these principles. And finally, I was like, "If I have to tell this story about the value ladder one more time, I'm going to kill myself." Right? So that's when I finally was like, "I'm going to write a book." So I wrote a book. And it was like, "Here it is. It's now evergreen. I can give it to people. And I don't want to talk about this thing again." Right? A similar thing happened with Expert Secrets. And you were in the inner circle, and I was... We spent three years geeking out on webinars, and conversions, and psychology, and all this kind of stuff. And I was like, "I don't ever want to talk about this again." So I turned it into a book. And I was like, "Hey, there's the blueprint!" And so I look at the online stuff through a very similar way. Right? We did the Two Comma Club Live event that first time, and then my energy was there. I was excited. It was fun. We created it. We launched it. It was amazing! But then, I was like... For me, it's like art. I didn't want to just be like, "Hey, it's done!" And walk away from it. But I didn't want to teach it again. So it's like, "Okay. How do I turn this experience into something that's now evergreen?" That we can keep the message going on. Right? So that when I'm dead and gone, my kids can keep running the ads, and keep running the event, and it'll keep producing. Because for me, all the stuff we do is art. And so I want to sustain it. So I'm always looking: Is there something I can do that I can create it, but then it'll last? It'll live beyond myself. Right? If you've read Ryan Holiday's book, The Perennial Seller... In fact, he spoke last year at Funnel Hacking Live about that book. I was like, "I want you to talk about Perennial Seller!" He was like, "I've written eight books since then!" I was like, "I know, but that's my favorite one! You've got to talk about that." But in Perennial Seller, he talks about the difference between art that lasts forever versus stuff that happens and is gone. Right? A good example is in movies. Right? Avatar, for a long time, was the greatest selling movie of all time. But if you ask someone to quote an Avatar line, there's not a person on this Earth who can remember anything from that movie. Right? It was a great seller, but then it died. Right? And so many people in our industry do a big sell, and then it dies. And it disappears. Versus you create a movie like Star Wars, where it lives beyond itself... It has legacy. It's a perennial seller. It'll continue to do well for a million years from now. Or you have TV shows. Right? You look at Seinfeld versus Friends: Friends was very much successful in the moment, but then it hasn't lived on as well as something like Seinfeld, which has lived on in perpetuity for so long. Much more of a perennial seller. And so I was always trying to create things that could be perennial sellers. And so when I do do something like that where I think it can last beyond itself, where things are strategic enough that they're not tactical, and they're going to change. Where they're strategic and we can do it, I want those things to live forever. So again, that's the Summits. That's the Two Comma Club Live, and things like that. But then we have our big hits. Right? Funnel Hacking Live, it's a big show. It's what's working now. You know? We put all this energy and this effort into it, but we know it's a one-time show. Right? And it happens. It's done. It's over. And then next year, we're going to plan a new one. And we can't evergreen Funnel Hacking Live. Right? It's a little bit different. And so it's just looking at those kind of things. You know? Sometimes, you're going to have an Avatar hit. And you should totally go and take the 100 billion dollars it makes and cash it, because that's awesome. But other things you create, you want the longevity. And so for me, that's how I'm looking at things. It's just like, "Okay. What things have longevity? What things do I want to be a perennial seller? What things do I think can last just beyond a product launch or beyond a thing?" And as soon as it's done, then it's like, "Okay. How do we morph that into something now that can last beyond the moment?" So that's kind of how I look at things in my head, how I figure things out. And then on top of that, it's just... You know? We're still kind of figuring it out. So some things, we're finding that we launch and we make the perennial version, they don't last long. They're still there. So people can find them, but they're not... The longevity is not there. We can't continue to buy ads to it. Whereas One Funnel Way, it's crazy! To this day, One Funnel Way has been running almost three years now. We fill up 1500 every two weeks to a 100 dollar, paid challenge. And it continues to convert. It continues to work. It continues to... That one is, of all the things we've done, the most perennial, and just continues to work. And I wouldn't have guessed that going into it until we tried to make the evergreen version. And it kept working. And it's like, "Oh, my gosh! This is amazing!" So yeah. I don't know if that answers the question. But kind of... That's how I think through things, and how I'm looking at stuff. Myron: Can I ask you a question about that, Russell? Russell: Yeah, Myron! I'd love to. Myron: What advertising methodologies are you using to put 1500 people in a challenge every two weeks? Because that sounds phenomenal! Russell: Yeah! A couple things: Number one is we pay 100 percent affiliate commission. So the only people who go through it refer people, and it's 100 bucks, and they get 100 percent of that 100 bucks. Number two is that I can spend 100... I can lose money. So I can spend 150, 200 dollars to sell a challenge. So I can spend a lot of money to do it, because again, 100 percent of the money goes directly back into advertising. We're not trying to make money on the challenge. As you know, all the money is in the back. And amateurs focus on the front end. So we liquidate it. 100 percent of our money goes into the ad spin. And number three, I think, is just... The message is right. For some reason, that message, it lives long. Right? The people, if it's their very first time... You look at the headline. It's like, "If you want to launch your first or your next funnel." So if it's their first one, it's like, "Oh, this is going to help me." Number two, it's like if you've launched a funnel but, "I need to go back and do this again," it gives you a chance to review it and go back through it. And I'd say the last thing is we weave that theme into all of our offers now. If you look at everything, every offer leads back to OFA. You buy all my books? OFA is in that sales flow. You do one of our challenges, it leads back to OFA. So it's weaved into everything now. So it's plugged into the back end of everything we're doing. And so no matter what somebody buys, all roads lead to the One Funnel Way challenge eventually, which is pretty cool. Myron: Wow! Russell: Yeah. And we're working on, now- Myron: Great stuff. Russell: We're working on a One Funnel Away e-commerce version of the OFA challenge next, which I'm really excited for as well. So anyway- Dan: And you do that live every two weeks? Russell: So I don't. I recorded it live once. And we have a team, now, though. So we have a team of... One person runs it, and three or four coaches. And so every week, they reset a new Facebook group. And then they're in there full-time answering questions. And then they stream. The trades that were live at one time, they stream them into the Facebook group. And all the interaction happens there. So it feels very alive. People know it's not alive, but it feels very live. It's executed live. It's not like logging the members in and watch... Day-one videos. We try to replicate the experience as close as possible. And again, it's not just like, "Go watch this video and hope for the best." Literally, they watch the video, and then there's coaches in there who are answering questions, who are getting them to do the homework, who are... Full-time, their job is in there, now. Because it's been so profitable for us, man, we left... I always tell people: One of the biggest problems that us entrepreneurs have is we create something and then we move on to the next thing. And OFA was the first thing that our group created it, and were like, "There's something magic here." And we left somebody behind. So Shane on our team, we left him behind and said, "Your job is to continue to make this better and to run it." And then he hired three or four coaches, and now there's a team of people who, full-time, all they do is make sure OFA is happening, and it's consistent, and it works. And because we left somebody behind, that's why the fulfillment continues to improve week after week, although I'm not creating new content week after week. Dan: And it converts similar with the streaming replay as it did with you doing it live? Russell: Yeah. Yeah. Dan: That's- Russell: It was easier to sell people in initially: "Yeah, go sign up for it! Go to onefunnelway.com and watch the process!" But yes- Dan: That's what I'm going to do right now. Russell: 100 percent. 100 percent. And like I said, three years, we've been running that thing. We launched initially, and then we did it live again four or five months ago just to kind of refresh the whole thing. But other than that, it's the same thing. And it runs on autopilot. Dan: And the affiliate aspect is really important, because everybody that comes in, you then say, "Hey. Do you want to make money? Did you love this challenge? Bring somebody in." And they get a commission. Can I just ask one question about that? Russell: Yeah. Let me give one clarity, and then ask the question. So the clarity is- Dan: Yeah. Russell: also right when they first come in. It's like, "You paid 100 bucks for this. Do you want this to be free? Invite a friend." It's right when they sign up. It's like, "Bring by a friend," and now it's free for them, because they just get one person to sign up, and now it's free. Dan: Okay. That... Okay. So that's my question, is: You guys have really, truly went just deep in the affiliate game. And I almost feel like, sometimes, going all-in on the affiliate game is like... I'd rather pay my customers and my clients than pay Zuckerberg. Do you know what I mean? Honestly! And so my question to you, on that, is: How do you train somebody who is a normal customer, who is not an affiliate or a traditional super affiliate, to actually refer people to you? Obviously, you have to tell them, "Hey, here's how you refer people." What's your best tip for that? Russell: Yeah. The best tip is you have to think about it differently. A lot of people are thinking about, "I'm going to make him an affiliate, and teach him about affiliate marketing!" And the average customer, they're not going to be an affiliate. Right? You look at... The people in e-com space do this really well, a lot of times, and other places, where it's... The position is not how to make a bunch of money as an affiliate. The position is, "How do you get this product for free?" Right? It's like, "Hey. You get three people to sign up for this, or..." You know? Whatever. For me, it's like, "You get one person to sign up, and now it's free." That's how you position it. And they're like, "Oh, my gosh! I can tell my brother!" And then, "I'm doing this challenge, too! I'm going to invite my friend, and I actually get paid for it?" And so you get them passing it around. They're not looking at it as a business opportunity as much as, "How do you get the thing you just bought for free? How do you get your money back very, very, quickly?" That's the shift. Right? Because they're not going to go sign up 100 people, but they are going to get one or two. Right? And if every person brings in one or two, it becomes this self-fulfilling machine that just keeps growing, and things like that. And so it's just looking at it differently, and just showing... That's the positioning. Right? It's not how to be affiliates. It's, "Get this thing for free by telling three people to-" Dan: So you're not giving them any sort of extensive training? You're just pretty much hoping that one customer will refer, maybe, a couple... few... people. But it's a consistent thing, rather than, "Hey. Here's this training on how to refer more people." And you... But- Russell: Yeah. Because they're not going to buy ads. They're not going to... They don't have an email list. But they're going through this. They believe in it now, and they don't want to feel dumb. And it's like, "If I can get my friends in this and do it together, now it's a fun thing. And we can study together." And that's the- Dan: Oh, the accountability! Oh, my gosh! That's so good! Okay. All right. That was awesome. That was gold. Russell: Awesome. Yhennifer: Light bulbs are going off here! I love it! I hope everyone is taking notes. I want to add one more thing to the OFA stuff, Russell, if it's okay with you? Russell: Yeah. Yhennifer: Because I see what goes on in the Facebook community, and I just wanted to add that people sometimes buy the OFA more than once just because they want the accountability of the coaches. They come back. They see that it has so much value that they're like, "100 dollars? I'm in!" So we also see that as well. Russell: Yeah. The OFA lifers, it's almost a continuity program. They re-sign up every single month, because they don't want to lose the connection with the team! Yhennifer: Yes! Yes. It's amazing. So if you have not done the One Funnel Way, go to onefunnelway.com. It's an awesome, awesome offer. Yhennifer: Okay. We have one more guest here, Michael Hoffman. He's a digital marketer and an owner of a digital media agency. So Michael, what question do you have for Russell? Michael: Hi, everyone! Thanks so much for having me up here. Russell, thanks so much for providing all the value. You mentioned something before, that there was this hashtag, "#dowhatrussellsays." And earlier this year, I read Traffic Secrets, started my podcast. The other day, I finished your new Expert Secrets. I'm going to work on my weekly webinar now. So doing what Russell says actually works! So my question is a little different, and more mindset-related. You have an extensive past in... almost professional sports. You were a wrestler for many, many years. And you made that transition into entrepreneurship. And I have a past as a professional basketball player, and also transitioned into... first, to a full-time job, and then entrepreneurship. And for me, it was a very difficult time to shift my identity. And I just wanted to get your... yeah, basically... experiences on how you experienced that phase, to transition from full-time sports to entrepreneurship, and what helped you to complete this identity shift? Russell: Oh, very cool! It's interesting. I think... Not always, but I feel like athletes often do really good in entrepreneurship. And I think the reason why... I've thought about this a lot... It's because for me, with wrestling... I'm sure it's the same for you with basketball... Every day, for me, I'd step out on the mat. And there was the guy I'm going against. And we'd wrestle. And a lot of times, I lost. A lot of times, I won. But I got used to failure, and it didn't destroy my identity when I failed. Right? I feel like a lot of people get into entrepreneurship, and they're so scared that if they try something and it fails, that it means that they're a failure. Versus in wrestling, I'd fail, and I'm like, "Cool! Now I know how to beat this guy!" Watch the film, figure it out next time I go back, and I try to beat him again. Right? And it's a different mindset where failure meant I could learn something, versus failure meant I was a failure. And I see that so many times in entrepreneurs, where they'll sit in club house rooms, or podcasts, or read books for years, and years, and years, and never do anything, because they're so scared of that failure. Whereas athletes have experienced it. You know? I lost tons of matches! You know? So I'm used to that failure, and I'm okay with it, and I don't label myself as a "failure." So I think that's why athletes do well, just because they have had that experience. But on the other question, that identity shift: So it was interesting. So my wrestling career, that was my life, as you know. It was probably similar to you. I was a wrestler. If you asked me, "Russell, what are you?" I'd go, "I'm a wrestler." And so I was. And I wrestled all the way through college. And I remember at the end of college is when I started learning some of the internet business and figured things out. And my senior year, I ended up losing the Pac-10 Tournament. I thought I was going to go to Nationals and place. And I had... My entire life, I was focused on this goal. And I ended up losing the Pac-10s and not qualifying for the National Tournament my senior year, which was horrible for me. Right? My entire everything just stopped. I remember sitting there on the side of the mat crying, and just... "It's done. I can't even achieve my goal if I wanted to. It's gone! There's no..." It was weird not being able to achieve a goal. And I remember, luckily for me, I had this entrepreneurship thing happening at the time that I was learning about. Because if I didn't have something, I think I would have gone into this downward spiral of depression just knowing that the thing I'd been dreaming about for 20 years, I know longer... It's physically impossible for me to do, now. It's out of... It's impossible. And so for me, luckily, I had this business. And I started focusing my time and energy there. And it gave me something to do, to focus on a new goal. And that was the big goal, the big thing. And so, because I was able to transition pretty easily... Because I had just... I was trying to avoid the pain of my old identity dying, and so I had to shift over here. And so I think, for people who are making that transition, it's... I mean, you used the word "identity shift," which was the right word. Right? It's like you have to shift that identity. And I don't know how to... I mean, in fact, we have Anthony Trucks, who is going to be speaking at Funnel Hacking Live specifically on identity shifting yourself, which I'm excited for. He's geeked out on this at a level that I don't think anyone else really has, and so it's going to be fun to have him go into it on the process. Because I don't know exactly what the process was, other than that I knew that I shifted. And then I started looking at it like a sport. I said, "Okay. What's the goal? What am I going to win?" You know? "Who are my teammates? Who do I got to get to know? Who are the competitors? Who do I have to beat?" And I just used the same mindset. And I think that a lot of people come into business, and they look at it different than a sport, which is interesting when you look at it. It's like, "Oh, I'm here to..." You know? I don't know. I did a podcast three or four years ago. I still remember where I was at when I recorded it, because when we came out with ClickFunnels, for me, it was... It's a combat sport. I'm looking: "Okay, who are the competitors? Who are the people out there?" And at first, it was like, "Leepages! That's who I have to beat!" Because in wrestling, that's what I did: "All right. Who is the guy that I got to beat?" I looked at him. We studied film. We figured it out, and we got to the point where I could beat that person. And we found the next person in the next tier up. We found the person, identified the target, reverse-engineered their style, and learned how to beat them. And so for me, it was the same thing. Leepages was the first person on our hit list. Right? So we came out. And those who were around when we launched ClickFunnels, it was very aggressive. It was not... You know? I was like, "This is our competitors. We're going after them." And we went after them. Then we got to the point where we beat Leepages, and we passed them. After we passed them, it was like, "Hey, who is the next competitor?" For us, it was Infusionsoft. And I was like, "There's no way we can beat Infusionsoft. They're huge!" But I'm like, "That's the goal!" And so we figured out who they were. We reverse-engineered it. You know? Went after them, and ended up far surpassing them. And it was interesting, because I remember the CEO and me... He's a really nice guy. But he messaged me one time, and he asked me... He was like, "Why do you hate Infusionsoft so much?" And I'm like, "I don't hate you! I'm grateful for you! You're the person..." I needed somebody to get me motivated. Otherwise, as a competitor, if I'm just... I'm not here just to make money. That was what inspired. It inspired me. It was the victory, trying to figure out the next person who we're going after. Right? And I told... It's kind of like that scene in Batman, The Dark Knight, where Joker asks Batman, "Why do you hate me?" And he's like, "I don't hate you! You fulfill me! I need you! Without you, there's no me!" Right? And so for me, that was the transition. It was like... I didn't take the competitiveness out of me. I kept it. Everything I did that drove me in wrestling, I kept that. But I focused it over here in business. And so the identity shift wasn't huge. It was just a different game. Right? Same athlete. Same competitive nature. Same everything. But the game was different, and so I had to figure out the game, figure out the rules, figure out the players, figure out the competition, and then make it fun for me. And so for me, that's kind of, I think, how I was able to make that transition. Yeah. I don't know if that answers the question. But that's kind of the mindset behind, for me, how I was going to make that transition. And at Funnel Hacking Live, Anthony Trucks will show us the actual process to shift identity, which I'm so excited for! Michael: Awesome! Thank you so much! That was really helpful, just listening to your experience and hearing it from someone else. And I like the competitive aspect, and the perseverance that we have as athletes to transition that into entrepreneurship. Russell: Yeah. Well, very cool, man. Thanks for jumping on the show. I appreciate it! Yhennifer: Awesome! Thank you, Michael, for being here. And Russell, I think that wraps up our Marketing Secrets podcast today! Russell: How fun! Well, thanks, you guys, all for jumping on and hanging out. We're going to continue to do these. I'm having fun with it so far. So hopefully, you guys are as well. For those who are listening to the recording: If you want to make sure you get on the next live one and maybe get your question answered live, go to clubhousewithrussell.com. That'll redirect you to our clubhouse page. Go follow the room, and we'll do this again soon. Thank you for all of our guest speakers who jumped on: Keenya, Dan, and Myron. I appreciate you guys jumping on and sharing your thoughts, as well. Hopefully, some of the conversations we had were stimulating and helped you think about yourself, think about your charity, think about your funnels, all this stuff. Hopefully, you guys enjoyed it. If you did, let us know! And if you want to hear the recording of this, make sure you subscribe to the Marketing Secrets podcast on any of the platforms. We're there. Probably in the next week or so, it'll go up live there, and you can go and re-listen to all the stuff we talked about. So thank you Yhennifer for all the time and effort you put into it, and everybody else here on the clubhouse team. I'm grateful for everybody. And with that said, I guess we'll see you guys all on the next episode!

In a week where Vanderbilt made history (and then fired their coach), we still have some degree around just who can actually make a playoff run. While some teams were happy to play themselves out, situations in the Big Ten and Pac-12 have made things a little more cloudy and confusing than usual. So Shane and I decided to play a little game of Contenders and Pretenders around the nation in the wake of this week to see who might just have a legitimate shot and who is just hanging around because the Playoff Committee are required to fill out 21 more teams outside the top 4. Finally, we take a gleeful look at Notre Dame's victory in Chapel Hill, basking in the glory and confidence that this team shows week after week. --- Send in a voice message: https://anchor.fm/herloyalsons/message Support this podcast: https://anchor.fm/herloyalsons/support

GEORGE: And welcome back to one of those crazy free for all Fridays where I rip the intros off the top of my head. But today I feel like I have my brother from another mother from another country where balded brothers, we love cold therapy. I have meet someone with a crazier story than mine, but one of the biggest hearts in the world. And so today I'm excited to have my dear friend. The guy who literally has more stories than the hundreds of books that I read every year, but really is dedicated to changing the world by changing his own life first and giving away those gifts. Everything from health to mindset, to movement, to absolutely every modality that you can think of to helping humanity be a better person. And most recently, something that I started wearing where I don't have to swallow my vitamins anymore. I just slapped them on my skin. So I am excited to have my dear friend and brother Shane. Welcome to the show, my friend. SHANE: My friend. It's good to see you, dude. GEORGE: It's always good to see you. I always get to see you. I'm afraid to come visit you up in the North because I control my ice bath, but you got other variables up there and I know we'd get in, we would get there and we're going to talk about that for sure. But I do get a set context and this is one of the most important questions I ask. And it's something that I feel like you have an entire multitude of generational experience with given the industries you've been in from the nightclub industry, to the health industry, to running a clinic and a physical business and everything in between. And so my question that I ask everybody is when you look back, when you reflect on where you came from, what was one of the biggest mistakes that you made in business? What's the lesson that you learned and how do you carry that forward now where you are looking back on the past SHANE: easiest question for me. Impatience. You're going to take, I've made, as in patients, I have race. I am a fast thinker, a fast talker, a fast mover. I love fast. I hate fast. I get angry, fast. I get joyous, fast, everything. Everything is fast with me. Even rehab was fast for me. I was like, I'm 30 days out. Okay new career. Let's go. It wasn't a year long kumbaya, so impatience hands down 100% in anything that I've done, that I've failed on, I've gone too fast or expected too much too soon for too little initiative, too little input and so patience is what I've had to learn over the years, which is still a challenge every day. and how have I implemented that. No, I have to, I walk away from a lot of stuff now. So I've learned, we talked a little bit about cold therapy and a little bit about mindset and motive. Like you just mentioned that in the intro, what I've learned the most is for me, I need to distance myself from the issue at hand to get perspective on the issue, because the issue that I use when see that has to get done fixed. Is one step in the process. And I actually learned that at school, by the way, because when I went to school to become a certified nutritional practitioner, our mantra is treat the whole person, not just the symptoms, which means there's a myriad of issues or is it the theology of visions? It's not the headache. That's the symptom. That's the problem that you're feeling, but what's causing that headache. we've gotta do the pathology of it all the way down. It could be liver, kidney distress. It could be a hundred things. It could be stress, it could be anxiety. It could be gut digestive imbalance. It can be bacterial amounts. It could be a thousand things. We have to do the pathology of it. So for me, patients, a hundred percent, impatience has always left me in a bad place. and then to process that now it's a hundred percent step away. Get out of the micro for a minute, look at the macro. Is that the only problem is that a descendant of a problem it's a systemic problem. Is it relating to other issues? And then, just get back in and work. GEORGE: I'll start, at the scratch man, scratch the itch. my parents they're awesome human beings. They're entrepreneurs, provided a middle of the way upper-class I don't know what the standard. I don't know what categories that I knew my parents were entrepreneurs and they did well. I had a car at 16, I guess I'm privileged. I, they earned everything. Then nothing was handed to them. they set my brother and I up for success. There's no doubt with more, I would say actionable tools than just, steering us with wealth. My dad had us working in the warehouse at 13. 12, actually a sweeping floors and forklift operator. And then as we got a little older, we went into the office and we worked as an assistant to the purchaser. And then we worked in accounting and we worked in receivables and payables, and I worked at the reception desk for a summer. I was a receptionist, and that was like probably 15 or 16 when all my friends were like, starting to be bar backs and working in the, what we thought were the cool businesses. The late night stuff, I was working 9 to 5 in the summers. And then after schools. my mom would drive us to the office. We'd get done school around 2:45 and I worked on six and it wasn't hard. I love my family. My brother was there all the time. so that's the simple basics of like where I come from working I'm Canadian, for the followers and viewers that don't know. and we're not much different. as much as it is colder here, but only seasonally. an entrepreneurial middle of the road family that was extremely tight, like our dinner, we used to call my dad's company, Calico our third brother. Because it was a family member, like at dinner we didn't talk about, Oh, how was your day? did you see what did? And at the job site, in Toledo, Ohio today, jeez Murphy, I can't believe that happened, So that was our family dynamics. So I was brought up in business, which is the best lesson I could have gone to pick your Harvard finishing school or business school.I wouldn't have learned one 10th of what I learned working with real people and real scenarios and real problem solving. I worked in paint shops. Our family business was automotive sector. we did quality control and assembly plants, and a lot of cleaning. And, PR and production line maintenance. So we were in charge of the quality of the paint jobs on all the Chrysler, Ford, GM Audi, Porsche, several different BMW, South Carolina globally. and I worked in Detroit, Michigan for a long time, and I did sales all across the us. And I was Southeast business development representative at a time, when I was in college and I got to work along, hardworking, real working people.So this is labor. This is not, it wasn't an office tower. It wasn't like I went into the suit whenever I was working in a shutdown, we go in for two weeks and we called queen 2 million square feet of space. And it's four stories tall, and we have to wipe every surface and clean every surface, horizontals verticals, every robotic mechanism, water blast, all the greats, clean, all the sleuth ways, deep, clean, wet, and dry, clean, every single oven, which are 700 feet long. And there's six of them. And you do that with a shop vac and you do that with a rack. So this is labor intensive. So we're not dealing with, probably some of the smartest people I meet, but not what society deems smart. They didn't wear a suit and tie and didn't go to Wharton finishing business school. but they all came up in the ranks and I'm fortunate that in that business, my dad was an extremely good boss and he was a father. So there's a lot of these guys and it was a male dominated industry. A lot of these guys were disenfranchised. And I learned that a long time as I was growing up, like they were from rougher upbringings. They were, the guys that needed to get a job. That's it? Like they, they were on the road for six months of the year. that's not usually somebody's choice, cleaning paint shops. That's not Hey, what are you gonna do for this? I want to clean paint shop. You know what I mean? and it's not, I want it to kids. Don't say that they say Superman or doctor or lawyer or a police officer or firefighter, whatever paint shops didn't come up.But what I learned from these guys watching them with my dad is a couple important lessons and I'll jump into my whole lineage. is treat everybody equally, treat everybody with respect and be upfront and authentic at all times  and that is what I saw with my dad. And these guys became a subsect of a family to us, like my brother who bought my dad's business outright about eight years ago, from my dad there, my dad's retired now and his right-hand guy started with my dad at 18. The CFO started my dad when he was 23. ,most of the senior management started on the floor. They moved up in the business. So you don't see that in a lot of companies now. So when I, so we go to the patience thing, that's my first category of patientce. Is I'm going to look at the global of this, the macro, these guys that started with my dad, didn't jump at every opportunity. Didn't go to every other company, every other I'll give you five grand more a year to come work here. They were patience because they had value in what they were doing and who they were working for. And we don't see that a lot in our industry today. People jump for nonsense. People don't stick it out. They don't work through the rough times, which means they lose the ability to learn how to solve problems and manage crisis. And that's a big factor. So I've learned a ton just from 12 to 21 working for my dad. And that being able to observe that business grow, as my brother has taken it from what it was doing to what it's doing now, which is an extremely. International global. He's I believe the second largest industrial services company, in the country or at least in definitely in Canada. maybe in the world that isn't a publicly owned operated company. We're still private, but he's still a private business. Yep. What he has done is exceptional and I've also learned from him. He started at 12 he's 47.  He didn't, he could have cashed out, sold out. He's got offers. I'm sure he's got an exit strategy in his books, but he also is stuck with things. So patience is also sticking with it, right?  We have knowledge that.And then my next phase is, and this is kinda, I like telling this story because my brother and I are extremely close. I was already in the nightclub scene a little bit. I was a little bit of a Playboy. And I don't mean Playboy like that way. I was out, I liked the social life. My brother was more of an introvert. I'm an extrovert. And, at about, we were allowed to drink at 19 here in Canada. So I'm an 18 in Montrel, but 19 here. So about 1920, I started going downtown Toronto to these clubs. And that's when you're that age, it's like a whole different world, right? It's you're going into Gotham. If you're from a suburb it's yeah this is so big to you. now it seems like it's a fish tank to me whenever I look at it now, because I've traveled the world. But at the time it was like, Oh my God, there's so many places to go. And I loved it, man. And I used to throw, all through high school parties that I just did because I loved throwing parties. I liked being the center of attention to be truthful and the kid that threw the biggest, cause I was party was the center of attention on Monday at school, so I used to throw them on my dad's warehouse actually. And have we literally had my well funny story, my dad was on his way to Boston for a meeting, and he saw a flyer on a light post for a warehouse party that was a BYOB that was basically a rave. We had scaffolding set up in the warehouse, so my dad would take off on Friday afternoon, Friday night. I would have friends come in, set up the warehouse with scaffolding, a hundred thousand square foot warehouse. There's at least 80,000 scaffolding and all the corners. We went to local strip clubs and hired the strippers, but not the strip to be go dancers  and they would come in and dance on the scaffolding. Then we would set up an 18 Wheeler truck we'd back it in, we'd put a band up or a DJ up. And then I had a, unsavory motorcycle club do security for me. I won't drop any names, but the big one. Okay. support 81 is what a lot of people will know before. they would come in and do securityfor us and people would show up, they would check their booze at a bar that we set up, and which was actually made out of an inverted swing stage. We would put their beer behind their liquor, behind them. We give them tickets and they come back with the tickets and we have these parties. It was 10 bucks guys, seven bucks girls. And we used to put, 2000 people in this space, 2000, 3000 people. Led light show, laser show, all of that good stuff. There wasn't that we used back then it was laser lights and the old, like the spotlights, the scabbard. So my dad was on his way to Boston and saw a flyer for three 44 new perk road, which was the address, the thing.And he turned around and went back to the warehouse. And I was in the backyard, he setting up and he literally looked at me and this is the relationship I have with my dad. He looked at me, he said, what are you doing? He goes, do you understand the liability? You're putting me in? He goes are you out of your fucking mind? Like he was just beside himself. And I'm like, dad, I go, I've been doing this for six months, every once a month. And he's, I don't give a shit like you could have, I could lose a business you could. And he was right. Except he had taught me business. So when he didn't know, as he said, I said, dad, this is happening tomorrow.You call the cops, but it's that you're going to have 2000 people on the street. And he said, there's only one way we can figure this out. He said do you have a party permit of Firebird? Do you have insurance? if you don't have any of these things, it's getting shut down and he didn't expect me to happen. And I did, I had, I had the fire department come in and do a fire inspection for occupancy, for private venue parties. So we had a license for a party permit for that night. And I had some insurance on the building that separated my dad under a lawyer I forget the name of the company now. I think it was, better days productions. Might've been better days, but we had an insurance policy that had us like $3 million liability. So he looked at all the paper and he's Jesus, like you little prick, so I threw that part that was the last one though. And, that kinda got me into things.So as I fast forward, I was already in that scene a little bit and started going to nightclubs. And I really loved it. My brother, who was my brother and I were my dad was starting a separate business, which is the business of today. And, he, I had a piece of it. My brother had a piece of it and my dad had a piece of it and it was all of ours but Clip and him were partners, but I was involved. And I remember looking at my brother saying like this isn't, I don't like this.What do you mean? And he's you've got, you're making more money than 30 year old, like you have a life path here. Are you an idiot? I'm like, I don't think I want to do this anymore. I'm going to go up in a nightclub. And he looked at me. He said, you're out of your mind, that's the largest failure rate. And I said, look, point, I don't want anything from the company. I don't want anything from it at all. I don't deserve anything. You guys are building it, but do me a favor. Can you keep me on payroll while I go out and explore this? And because I don't want any value for leaving the business as an owner or whatever, will you back my play with that whenever I need to figure out the finance .And he made me do actually killed my brother. He's I got your back, bro. You're my little brother, whatever you want to do it, like you're an idiot, but go ahead and do it. So I went out and, the story of how I got my first nightclub, I was a VIP host at a place in Toronto, which means I was nothing. basically I would still the VIP and I would get free booze, but I was treated like when I was introduced around town as an owner.And, it was a place called casino lounge and people thought I owned a piece of it. And that gave me at 20 years old cloud. Like I was a big shot. I was an owner of the club and I wasn't, But, there was the, I don't know if you remember the movie. I think it was called drive. And so that's just a little, They filmed the closing scene there. And I wasn't aware of that as I brought down my two limo buses full of people for the night. So I had 40 people coming into the VIP on my name and I pull up and Jesse who was a legitimate owner and a friend of mine, who introduced me to this space and brought me in as a host, whatever, he looked at me and he's what are you doing here? I'm like, Yeah, I guess for the night, when you want them to do it again. And he said, Shane, he goes well, because it was private it's, we're filming the swimming, the movie. And I said, based on that, he jokes, he was like, do you want to meet Slyvester Stallone I'm like, yeah. Yeah. I forgot the people for a minute. I do. So when said hi, and that was neat. but I want, you said, look, go to this club. It's called insight. There's a guy at the front door. He's still a friend of mine, by the way, his name's Blake. He goes, tell Blake that you're one of the owners here and. Tell them that you'd like them to comp all of our, for your 40 guests and we'll do a deal with them. Their staff will come over and drink. We'll pay them a check at the end of the week, whatever, like just run a tab and we'll take care of handshake. Did this happen to clubs at the time staff get taken care of back and forth. So I will roll up in this limo bus and I get out all sauntered up.I think I'm like some big shot and I walk up to you Blake. And he's yeah. And you understand I'm 5'5, and I didn't have any of this. And I'm a little scrawny kid. and Blake's, 6'2, it looks like John Ciena, And he really is.That could look. of a guy. He's a sweetheart of a guy too.And he, he turns to me, he goes, the alcohol do for it. I'm like, Hey Blake, I'm Shane. I'm the owner of one of the owners casino lounge. Can I, can I slide in, I got 40 people and we're going to take over your VIP for the night. If that's cool, run up a huge tab and casino going to pay the bill. And he looked me dead in the eye and he said, you're a host. You don't have the authority to do this. It is no not happening. And that was in front of people.  I was humiliated, bro. And he didn't and he didn't yell it. He wasn't disrespectful. He was honest actually. I wasn't an owner. Jesse told me to swing by, but I did, I have a credit card from casino lounge to prepaid the bill, like I, I didn't, even though it was, a handshake.So I turned around and I sent the bus home and when the buses pulled away, it's like a movie shot, man. There was a restaurant across the road that was called mr. Pongs Chinese food, a little two-story building two and a half story, looked like a semi-detached squeezed between two big office towers and it had a for sale sign on it. I turned around to Blake and I said, you know what? You did do your job, but you're going to regret it because they're going to work for me one day and he laughed. He goes, yeah, I heard that a thousand fucking times household type thing. I went across the road and I went into the place and I said, who's the owner? Is there an owner here? And this guy comes out of the kitchen. His name is Lake pong. And he says, I'm the owner? I said, so your building's for sale? How much do you want for him? And he gave me a number. And, I remember calling my dad and it's now about midnight. And I said dad.I think I found a building for my club and he's like, how much they want? I said how much it was. And he says, you don't have the equity. I said, I can find the money, I can always, I can, I know people that will lend money, even if it's high rate, he goes, the only way you're going to pull this off kid is if you get it for this price cause you need this much for construction minimum.So basically the price of the building was here. I needed to cut it in half to be able to do both parts of the segment. And the late Pong, looked at me and gave me the number I went back in. I offered them all cash deal. I had half the value of what he was asking. What I didn't know about Mr. Pong was he's being sent to jail the next month. And he was liquidating assets because he had an illegal arms deal. So I didn't know that he was desperate to sell. He had to sell. So he accepted the offer. So I turned around and about two in the morning or three in the morning, I had a building on Richmond street in Toronto, which was the Club PortalGEORGE:  I think that's hilarious. Didn't you include your friends Harley in the deal?SHANE: So Jimmy Williams, who own the limo company. that I was, I used for the nightclubs and everything else. And, Jimmy, I had the Harley there, and he liked the Harley and he's what's the deal with that? And I'm like, why you want it? And he's it's a deal. If you throw that in, I'm like done. Gil started. I remember calling Jimmy. He was like, Hey, how did it go? How did Jimmy talk like this? I, Jimmy had this tough Greek guy, he goes, Hey, shader, he actually used to call me tiger. And I won't explain why. because it's derogatory. He goes, Hey, tiger, how'd it go? How'd it go? And I'm like one good buddy. I got the building goes, that's fucking great because I don't know, fucking clap. Beautiful. And I said, bad news. I owe you Harley, GEORGE: What I love about this? and I've heard the story and I laugh every time and I love it. Like you basically. You take what you talked about in the beginning, you invest in people. You've always loved people. You learned the value of like hard work and principles and people and staying long time and like you've leveraged relationships and absolutely everything that you do. Like you are the master at relationships. Like every time I'm sitting with you, you're like, Oh, I'll reach out to them. I know them. I have them it's relationships. And so you get this building and then you literally turn around and go from Chinese restaurant to becoming one of the biggest nightclubs in Toronto SHANE: Therapy wasn't. Therapy lounge was my baby that was my first one. If there was only a 666 capacity, but it was the only club on the street that was a lounge. I love the idea of sultry and sexy, Lavender and mahogany. not laminate, the bar was made. The bar was a $200,000 bar. I didn't know anything about design by the way. I'm an idiot. I should have spent $6,000 on a plywood construction laminated it of the total Reiki. I didn't understand designers. I have dreams. And then, so I blew my budget, but, it was the most greatest place. And I did leverage and you're absolutely right. I had a friend of mine, Dave JanCoulis, who was, just left red, just left rockstar energy, drinks. They got bought by Pepsi, I believe, or somebody they just sold. He was the president of rockstar Canada for many years long before that he got a bar in Oshawa. And I was good friends with them and I'm like, dude, I'm going to buy a club. You're going to be my manager. You're an old friend. I trust you,Dave ironically, didn't take the job. But he had committed to it. And as a commitment president, I took him to Mardi Gras with a bunch of other guys. We had a crazy wild week down there and, that was like a signing bonus. And, that was one of the trips. There was many to Mardi Gras. That was my Vegas. You can keep Vegas, Mardi Gras was Vegas gamble with your life. Now with your money. I used to say, So anyways, Dave came back as like Shannon over really want to take the job. I think I scared of maybe Mardi Gras. I'm not sure he saw some signs of me, probably hadn't seen. And, but he did find me another amazing guy and, and Craig and Adrian, and he brought two other people. So an old friend, not just an applicant couldn't come through, but didn't leave the space empty. Yeah. And then I brought on, I brought, I had a great team. So therapy lounge was by far my proudest thing. And then from that I had money nightclub, which was the largest nightclub, next to RPM, which was Charles caboose, which became the government, which was four clubs in one space. And I think they did about 15,000 people a night. We did S we did 8,000. So in Toronto, we were the second largest club. But I was the only person that owned my properties. That was the big difference. I leveraged my buyingproperties around me and then I reconverted them or else I took over. Money I called existed before me. I can't see, I created it. I don't want to take credit for my club was another person's club. And I acquired it, through, through a certain way. I won't discuss that here because it's not the right way to talk about things. ut I think I had to throw a little nefarious method, shall we say? but I ended up getting it and I wanted it and I did it because I didn't like the guy that owned it by the way. Yeah. I wouldn't do that. Good person. But, so fast forwarding, cause I don't want to take up all of our time on that, nightclubs. I ended up having them and I, what I did know, and I'm gonna be real honest with your audience because I don't want to blow this story up as Oh what a cool life. I didn't know that I was miserable. That's the sad part George. Is I had developed somewhere along the line, probably in my early adolescence, a self-esteem self-worth issue. So the reason I threw parties and I did all that shit for the attention was to fill, just the top of my needs. And I would just fill in just a little bit, just you think of a glass and it's draining out.I would just getting enough to keep the bottom with a little fluid. I never filled my cup.  Always a little bit more, a little bit more, a little bit more. I never sealed the problem of this lack of self worth and lack of integrity or self-esteem. And I started drinking more and I started using more. I was doing an eight ball of Coke a day, from 19 years old until I quit. And, that's 20 years and, yeah, 18 years and I was drinking excessively. Like we, we drink a lot in Canada. It's well known around the world, Canadians and Australians compounding back. And I was at the top. I would be in a heavyweight fighter if there was a, if there was a competition for on my 30th birthday, I think it was like 40 drinks. 36 and 38 drinks. So I was masking that and then I didn't develop good quality when you're intoxicated and you're living in a false reality and you are sitting there, everybody is looking at you for something and you already have a self-esteem self-worth problem.You compensate by making every field, they got something and it's shallow and hollow and it's not authentic, which leaves you more void. Yep. So you keep giving this false person the way I explain it to people that makes a lot of sense is I was a Broadway performer or a stage actor, except I didn't finish the stage. So when you see an actor, they get into character, they create a new perversion of themselves to give to an audience, to entertain people. And they go on and they do their show and then they come off and they wipe the makeup off and get industry clothes and they go home that character of Shane club owner slowly got more and more where it was 24 hour consumed by.I was, I didn't communicate with my girlfriends, loved them, all, never cheated on a woman in my life, but I wasn't a good boyfriend because I wasn't there. I was always void. I was distant. I was, I didn't like me, dude. That's a simple trip in like who I was. If you don't like yourself, you're pretty fucked.GEORGE: Yeah, totally. When, like what it sounds like, and you and I have very similar stories, it becomes all in golfing than everything's an act. You have no time down. And then you're just like running and then the threshold gets higher and you have to increase the intensity. You have to do bigger parties. You have to do more lavish things to get attention. Like the, all of it changes. you were. You were like hiring private jets at 17, literally throwing parties that celebrities would come find you out. Like you have more crazy stories than anybody I know, but it just seems like it was like, you would have to find another level to the gas pedal.SHANE: That's exactly it. I remember, I'll tell this one story. I don't want to name drop because it's cheesy. but this one I think was, is So when you speak about Jetson stuff, yeah, we would, I would charter planes, to go to Mardi Gras. Like I would take my whole staff and be like I'm having a good party myself at my club and I love Mardi Gras and I'm like, guys, let's go to Mardi Gras, fuck it up.And literally take the whole team down. And, and it was the top floor of the force of the, the Ritz Carlton. And, we had there's so the top floor of the Ritz-Carlton in new Orleans, I don't know if it still is like this, but when you get to the governor's suite and the chairman suite financials, The elevator goes up and there's a door from one side and the door on the other. It's the whole side of the floor. So you got one side or you at one side you're overlooking the park. Are you overlooking downtown new Orleans or the river? or downtown new Orleans and. The, at the very end of these rooms, there's a little balcony that overlooks and then cool that you share a rooftop pool. That's got like a barn thing, brought everybody down and we're having a bang up time. And I wanted to throw the biggest party in this hotel. So and it's Mardi Grass. They let everything go. So I went down to the front desk. First thing I did is one of my, when my guests all got down and I'm like, all right, guys.And I had friends on lower floors that were staying in actual rooms. Like I, it was. I won't give the bar the hotel tab, but it was extremely large. I remember calling my brother saying I matched the card again. And he goes, you did that yesterday. I go, there's a check in my desk drawer. Can you drop it to the bank and pay it? So my credit card clears up and we're talking like a $20,000 limit. Yeah. It's 20 grand a day. Taking care of everyone. And my brother was like, you're out of your fucking mind. You're an idiot. what are you doing? And I'm like having a good Mardi Grass, So I was down there. So I was, I said to all my friends, soon as they get down on my, and my team members and I'd give everybody, give me your watch. And she was like, why? give me your, watch us while at the safe deposit box in the room, through the Washington, why are you doing that? I said, because time doesn't exist here, you drink til you pass out, you wake back up, you drink, you pass out. That's your time. There is no call by we're clock here. You might wake up at three in the morning from passing out at 6:00 PM the night before, and you start you'll find one of us.One of us will be out there. Find us, call us. And so is this great thing. And then the next thing that happened is I went down to the front desk and I got 200 room key coats. And I went up to all my friends and I said, every girl that raises her blouse, give her a key to the cart, keep the hotel and tell her there's a party here.Saturday night at 8:00 PM. I hired a jazz band. Hired bartenders, had the whole place set up at 8:00 PM, 800 people on the, on that deck patio. Band playing tequila, rye, Jaeger, Meister, frigging fender, right? Like I literally stood on the balcony that overlooked the pool off the bedroom. I've told you this part is fucking biblical because it was the part, it was the unknown party in Mardi Grass.  Like it was like a speakeasy in Mardi Gras. That's impossible to pull off. You had to have a key to get in and it was just Epic, dude. It was just Epic. And I'm sitting there and I still am. I'm still finding these memories, even though I think they're so shallow and pointless. And then, I get a knock on the door and I figure it's police.So I opened the door and it's a guy with long hair and he's got like a door and he's got glasses on and he leans in and raspy voice goes, yo man, the fuck you got going on here. And I'm like, having a party, dude, you gotta keys. Like I don't gotta keep him in the room across the hall. I'm like, Oh, it's going to go late, bro. I hope you're not calling to complain. I'm looking at them and I'm recognizing them, but I don't know where I recognize them from, but I'm like, how do I know you? We meet and you gotta understand I'm gassed, I'm high and drunk. I'm thinking what? Guy's got like a Ferdy color on big glasses, gold chain. I'm like who the fuck? And he looks at me and this is now. I'm gonna tell you who he is. You guys remember the song cowboy? I'm a cow boy it's Kid Rock. .It's Bob Richie. So I'm sitting there and, and that was his only popular song at the time. So it was like, he was just starting out. So I'm like, Hey, you're the cowboy, you're the cowboy. That's moving to the West coast guide. He's yeah, man. I'm Bob Richie. And I'm like, Hey, nice to meet you really appreciate meeting you. And he's Hey man, can me and my girl come in. I'm like, absolutely. I'd love to have you over. Sorry. I think somebody here. Sorry. I just, I'm hearing noises in my kitchen. I'm wondering if an animal get in thereGEORGE: it's all the stories of the past camera. Hey reminder, you ever go?SHANE: Yeah. Yeah. So actually I, for short, Bobby comes in, we have a crazy party, three days him and I didn't leave the master bedroom. GEORGE: so like you, you said something and I think this is really important. You're like, I love the stories, no matter how shallow they are, but like one of the reasons, I think your story. And your past is so impactful is because some people have played on the extreme level, but like you played on a level and created a level that didn't exist for people. And. I think it serves as a perfect juxtaposition for what you stand in and believe in now, like you don't have shame about the past. You have knowledge looking back, but when I hear you now, the guy that literally coaches people, you help people find their meaning and their path and their values and their worth. And I'm talking to everybody from the top A-listers of the A-listers down to me and our friends and everybody. I think one of your gifts is that range that you've experienced. when you talk about it, I want everybody to understand that, like I know Shane and his heart and those things are perfect experiences to stand for what you do now and how you do it and what you believe in and who you stand for. And what I think is so remarkable, in my experience, like I'm a pretty extreme person, but I can't even get to your level, but it felt like the opposite wasn't even possible for me. Like I was living in such this like chasing another level of dopamine, skydiving, more jumping, more crazy dopamine, like distraction, performing this person. And then, I had a family and I lost it all and I ended up almost bankrupt and ended up alone and, in some dark areas. And those times I was like, I couldn't even exist here. And I imagine, when you were like the nightclub things exploded, all this is going, you got to a point where you felt that inside you're like this, isn't it like I'm empty. There's nothing thereSHANE: I call it the tears after the beers. I've talked with this one. I sold all my own nightclubs solved. That's the funny story, Kid Rock. We're good with all my party and everybody gets the idea.And, and then I sold my nightclubs at 34 35 ago. And. I built this idea and this character for so long that once that was gone, I had no idea who I was. and it was, and I didn't have the access and all of a sudden, by the way, people didn't give a shit. Because I didn't have, I had personal access cause I had colleagues, but all of a sudden I was living in my really nice home in suburb, on summered, Ontario with the boat downtown and. It just, it, this person, I didn't know who the fuck had wants to. And then I used to start, I hung around this unsavory group up there and it was just, local pub drink till last call, come back to my house to blow for horrible existence.For two years, I was depressed, not knowing, but I call it the tears off the beers because eventually the party always ends. Yeah and whatever, and this is the same with anything, your followers, your viewers, or anybody is listening too. If you push away your issues, you're just giving them a bigger levy to break on you. You're building another issue onto the issue on the issue. It's just how it works. If you don't, if you don't eat slowly, every problem you have take them and digest them and then shit it out. Literally get rid of it by going through the process, then you're going to leave yourself to disaster.And I had built 20 years, 20 years of issues that I had neglected. And one night sitting on my couch, I'm just in tears. Everybody had gone my house, melt the cigarettes and booze, and I couldn't sleep because I'd been up for two days on Coke and. the house was a mess. and I looked around, I remember vividly man. I was sitting on my couch and I'm just bawling. And I think CSI Miami was on TV or something. One of the right grand nanny shows or law and order SVU on USA networks or whatever. And I was just like looking at TV, mindlessly, zombie stupid. I couldn't make meetings. Nobody really cared. I had a girlfriend who was passed out upstairs high as a kite to, And it was just fucking horrible. And that wasn't enough because this is, I went through that for two years, every Friday, Saturday, Sunday, Monday night cause I used every day almost. So it was the same cycle. So what happens is you sit there in your fog feeling like shit. And then you wake up the next day and the fog is still there.You don't feel like shit because the physical crap takes over where your body is decimated from the abuse you did. And you, the only way to heal that abuse is to go use again. So you do, and then by the end of the night, you remember that you feel like shit mentally, because you've used all these drugs that open up that portal in the brain that after everybody's gone, it goes, Oh yeah, I'm a piece of shit. And it compounds and then you feel worse. You do more worse, you do more words and you do more worse. And then my story of revelation, is, was in Greece when I was 37.Long story short. I landed in Greece with a girl that I wanted to date and I want to do impress her. So I took her to Greece and I showed up like Shane Griffin in those days showed up douchebags, schmuck, Lopers suit, Gucci glasses, whatever you want to say. Just pick your picture, your biggest kind of Miami looking douchebag.I do now, this is, I got dressed up for you. I put on a long sleeve with flip flops. But, so anyways, I got there and the one thing that this girl said to me, and she was quite an angel and I mean that with all sincerity, she said, Shane, I know that you drink and all you have fun. Please don't drink and drive in the village where my family's at. It's very similar and she wasn't staying in my hotel. She wanted to know propriety, no image that we were together. She's you're my friend. You're here as my friend, I'm giving you a tour. And I took her on the trip. that's a given.But she made it clear that this was not a PR this was not a Quid pro quo. You know what I mean? It wasn't, that she's I appreciate your kindness and I'll have a great time and I'll show you the best parts of Greece. And that's what you're getting for this. You're getting a private tour guy.I expected more because I was doucebag and thought women were acquired and they were required through impressing them through money. So that's where I was at that time of life. Anyways, second night there,  I'd rented a, a, AMG Mercedes, GT. Yeah. And, and I left drunk, short version. I left drunk. I wrote the car off. I fractured my broke my nose fractured my orbital fractured three ribs. I was, this side of my face was mangled and I was coughing up blood and it was not good. And the next morning she kicked in the door, the hotel was like, what the fuck happened? Like your, the car's wrapped. And I'm like, and I don't know why I said this, but I was still drunk and probably in shock. and I said, I got carjacked by Albanians and she laughed a little kind of, because knowing me that was, I'm from a dead sleep, stuck to a pillow with blood on my face. And she's you're such an asshole. Like just, you're such, you're like Shane, I watched you wreck the car. The quad was an outdoor club. You drove around the back of the club and put it off the road where the whole club could see, like we saw the headlights go off the road and then back onto a service road so long and short, she on that trip said I'm out. I think you're a great guy, Shane, I'm not invested enough into this. I'm not putting myself at risk and I'm leaving. I'm not taking the restaurant. I'm gonna stay with my family. I'll grab my cell phone. Of course I said, your bitch. You're not, fucking use me for a first-class ticket or a private jet or wherever the hell we got there and blah, blah, blah, blah, blah, and all that other shit. And I remember leaving after I said all those things too. And I felt just shifted. I'm like, that's not you, man. That's not you. You're not that guy. You're not that guy, but I was that guy. I didn't want to be that guy, but I was that guy.So I spent a week, by myself healing at this salt Lake water thing that I found. And then I went on Mykonos. And when I was in Mykonos, the short version there, I'll practice up a little bit. We know it's the nightclub business. I was involved in film festivals. I meet a lot of celebrities. Okay. Guys, one celebrity particularly told me how to cook, how to call him if I ever saw him again, I never expected to see the celebrity ever again in my life because when you run into this guy,  I'm in the hotel room and I hear this voice now, do you understand these were villas that were staggered and each woman there was a Bush and then a hot tub and then bush in a hot tub. And they all looked over the sea, and I'm sitting on the, I'm sitting in the hot tub and I hear this voice. It sounds awful. We're going to do a, it's this talk Hey, and I'm like, fuck, I know that voice. So I go, Bobby. And I hear, Hey, who's that right? So I go, Bobby, it's Shane Griffin. He goes, come on in the hallway. I don't know who you are. So for the folks that don't know, Robert de Niro goes by Bobby, if you're his friend.So I come out in the hallway and I'm like Bobby and Shane, he looks at me, he goes, I don't fucking know you. And I'm like, Toronto, you did the film festival party. You opened the club. Are you open to your media at the thing goes, Hey, trouble up fucking what movie was that? And I told them the movie, I forget it now. I think it was, I think it was the Meet the Fuckers or something like that. Anyways. it was cool. Oh, the Brooklyn club, it's a purple club. banged up, type thing. I'm like, yeah, I'm banged up a little bit. I said, what are you doing for dinner? He goes, Oh, I'm just going to go out. He's by himself. I'm by myself. We went to dinner and at dinner, this is when the epiphany happened. I'm a big fan of celebrities. I don't like that everybody shits on them because I know a lot of them and they're just as human as you and I, and opinion, and I have an opinion and they're allowed to have an opinion. No, they're not. they're less unattached. They're actually more dialed into the issues. And most of the people I know on the offense, because they deal with a whole different category of issues. and I know that intimately, that's why. I won't speak any more on that. but I have a lot of respect. I'm always fascinated with people that have excelled in a career that millions of other people are selling. I want to know the best firefighter in the world to buy. How did you get better than everyone in business? In spiritual advice? Everything. When somebody is the elite, the best UFC fighter, whoever's hold the belt. What separates you? Fascinates me. So actors and musicians do. We're at dinner. And he literally looked at me and goes, so what happened? I said, ah, this girl, I took her out and, I took her here and then I wrecked the car and the bond, she's a bitch. And this and that he's, I don't know. I don't know if she's a fucking bitch. I don't know if I'd say that it was like, you fucking wrecked the car shame, And I said, and say, anyways, he goes, cause Shanne, this was the most pointed thing was ever said to me. And, and I actually have permission to say this, He said, chin, can I be honest with you? I said, yeah, that's my best part, DeNiro people. so he's got to be honest with us and he goes, I reckon stories for a living. I tell stories for a living. I direct stories for a living. I'm a fucking storyteller. Your life is amazing. You got a great fucking story, but we could never produce it in Hollywood.And I said, why? cause we don't make movies with bad endings. And he literally said, maybe you need some help. And I said, you think I need to go to rehab. He says, I don't think it'd be a bad fucking thing. it's not going to fucking hurt you. The bars will still be there when you get out, if you don't like it, And, that was the first moment I ever thought about going to rehab. And then. I just, I embraced it. I got home and I had some help getting there, acknowledged my brother who was the final push for me. I'd been thinking about it for two months. And Clint was the one that basically sat me down and was like, Hey man, I heard you're thinking about going there's plane at the airport.It's fueled. And it's going to California. We honor. You can not, I'm never bringing this up again. Yep. Type thing. And that was it. That's how it was laid out to me. He's I'll never bring it up to you again, I don't fucking care if you go or you don't care. You're a big boy. He said, but, I have arranged a place for you and you can go or not. There was no ultimatum. There was no, you're not going to be in our family anymore. There was no martial law. They were just like, you're a big boy. If you think you've got a fucking problem, you probably have a fucking problem kid. And I said, you're so right. And, I got on a plane. And I went and, and I loved that.I went to a place called passages. it is a highfalutin Malibu place, people, so yeah, privileged, spent a lot of money to be there. but they were a non 12 step. My brother picked that specifically because he didn't think that I could submit to it higher power, which he was. Yeah. and that's not to say that I don't believe in anything that you want to believe in. For me, not a religious guy, not the 12 step is based in religion, but it does submit to a higher power and I've just always believed I'm I'm, I manifest my own destiny. I can create my own luck and I create my own bad luck too. And I didn't want to be reliant on, on, a person that if I didn't get in call in touch with them when I was having a tough moment, like a sponsor, but I didn't call them that I would crumble because they're my gateway to success.So this holistic pathway that they taught me was about self acknowledgement and self-worth, and it was about self-esteem and self management. And creating positive habits in your life and creating purpose in your life, creating passion in your life. And I fell in love with the George fell in love with the whole concept. I fell in love with what I heard the word holistic. Before I went in there, I was like, Oh, I'll come to come out of Tesla drive in tree foggy. We were in Birkenstocks. Like I'm a capitalist. I like business. I love helping people. And I like business. I'm like socialists and economic this and I'm like, I don't want to come out  bleeding hard cone by yacht you're Nomis day. that's not a version of me either, and there's nothing wrong with that. I love I don't know yoga studio, but I'm too diverse. yeah, that's where I got my start, man. and from there went back to school and got a bunch of degrees and became certified nutritional practitioner, North and molecular health practitioner.This is where we talk about the patients and the passion. I looked back on most of my decisions that I'd made that led me to the bad path and they were, because I didn't plan it in preparing it in a purpose. You know what I call it the four piece for me.  It's patients plan, prepare, have purpose, and I think they're very important. and I had, I didn't have any of those really aligned. I had react, emulate, stimulate. that's what I had and those weren't healthy. GEORGE: So what I think yeah is so profound. we could, we could do a 10 hour show and hence why I tell you keep need, you still need to launch your own podcast. For everybody listening, you can just hit Shane up and tell him that. But what I think is now to get to where we are today, right? So you. Had your epiphany moment. No one better than the, like the godfather himself of acting in that Italian accent and everything. And like that advice being absolutely profound.SHANE: He was so matter of fact and so direct and it was so he didn't know me that well, that's the thing, George. Yeah, that was the thing to me. He was just, he's just, he just seemed at the time, a 68 year old man. Who is on the top of his fucking refreeze. He took time to have dinner with him, the guy that he had five drinks within the VIP six, eight years before. I don't know. Maybe he needed a friend that night. Maybe he was lonely. I don't know, but I know that he's sat any and we talked and it was a human being. It was like the stars were aligned, bro. I just, I remember just sitting there It wasn't even that I was hanging out with, I wasn't Bobby de Niro wish like it wasn't, it wasn't like we were going out with Bobby de Niro, I sent my mother some pictures, totally Blackberry messenger at the time. Hey mom, Bobby's coming out with a bottle of wine from the restaurant. She's you're good. Bobby can hear here.GEORGE: what I think is so powerful and I'm going to bring it to today is like, when you really look at it like That intervention I'll call it intervention. That divine intervention was literally predicated on how you treated him over a glass of whiskey, X amount of years prior, even in the midst of all the chaos and the distraction, the addiction that you had, this part of you that really understood people going all the way back to childhood. Like people I'm no different. I treat people well, I treat people like it wasn't an accident. It was a by-product of how you showed up consistently. And then it basically was the lever to get you out of the way. So you go through passages, you get out, you get all these certified things. And you are a smart dude and the word you drop, I'm like, can you say that again and spell it for me when we spend time together, but really then you fast forward and everyone starts to catch wind and you literally help people. And you help everybody from the tip top to the top, to me, bumping down in the street. And I think one of your gifts is you have range and range as a gift. You have experience like you have the ability to reach out and connect with people anywhere that they are. And one of the things that I love about you is that like, when we meet, like we became like instant friends, we were on FaceTime, we were connecting, we were jamming, we were speaking and we speak the same language, but then you realize like you have a purpose, you have a passion. The reason this story exists is to serve people, to help people in whatever context that is. And then what I love is you take that tenacity. That's a gift that ability to be resilient and determined and, make it through this stuff and apply it to people. And these lessons that you've learned, I hear you say things, I hear you drop things that are like profound wisdom and nuggets, but I watch you and I pay attention to you and I work with you and I'm in your world.And one of the things that I will tell you is that every single person that I see, come into contact with you feels important. They feel seen, they feel heard, they feel respected. They feel like a person and that being your secret and and so when I got to meet you and I heard about what you were up to and how we could work together and how I could support you, I was like, this guy gets people like he's guaranteed to succeed. He understands that it's patience. It's the long game it's people. But my question for you is there's a lot of entrepreneurs that play this game. And a lot of us bury ourselves in entrepreneurship, right? That becomes our thing that becomes our value. That becomes our worth, the results that we create, how hard we can hustle, what we post pictures with.And so when you think about this, like now being where you are now and looking at all of what you experienced to get here, what's the hardest part. Of being here and remaining, like I'm worthy, I'm worth doing this, having the patients sticking the course with consistency and persistence, but you don't want a lot of the simple things that help you elevate. Where you are in your life, like, how do you go about that every day? what is your day look like? What do you focus on? you run this company, vitamin patchclub.com. You help people with life coaching and nutrition, coaching, and mindset coaching. And it's so what are you focused on? Like now with all of that history 30 years? what is so important to do now? SHANE: So I have one goal. One fixed goal in life. And I decided this whenever I was in school and I got my certified life coaching certificate or my co-active life coaching certification, I want to help people. I generally like the reward that I get. I'm still a drug addict. And the drug that I prefer is adult mean rush. They get when somebody feels better because I exist and that's a hundred percent true. Now you can't, I'm not wealthy enough to be in eliminate utopia where I can just give away everything and just go help people. I also am a capitalist and I also want to have a nice life myself.So I have to build something. I have to build something that has enough value that allows me to do what I want to do in the long run. My goal was always to build the company to a certain size that I would be able to step away as the leadership still be involved in the face and very active. And run vitamin patch charity, which should be a foundation that would hand out basically a million dollars a month. That's my first goal that I have when I started building the company, stepping back before that I learned I'm good at this. I learned whenever I started my life coaching. I've never charged a single person for life, coaching, celebrities, or homeless veterans or women's shelters. I do not charge, I won't charge.I don't need to charge. I have the abilities to make other income. I think that it's an absolute gift. It's an absolute responsibility that we decide to actually give a shit about other human beings. Again, I said it in my gold cast video. I'll say it again. We need to start caring about each other. Again, I don't give up. Pardon? My French. I don't give a fuck. What you politically believe you have blood coursing through your veins. You have aggression, you have sadness, you have sympathy, you have empathy, you have hurt, you have trauma, you have guilt and you have shame the same as fucking me. And it's so damn important that we start acknowledging each other as a human, not as some stupid tribal bullshit. I liked the Bulldogs. You like the Gators, like it's such fucking nonsense and I'm a fan of sports. You know what I mean? But like this asylums, we put each other in, I'm pro this, I'm anti this I'm this I fucking nonsense. What do we really want to do? Yeah, we want to exist. We want to feel good and we want to not be in harms way and that's not that complicated.And what I realized really quickly along the way is I live by one word to answer your question, what my day looks like, how do I manage very quickly? I do not go to bed unless I'm going to sleep easy that night. And I last week, didn't. I'm mad at my work. I was up for 48 hours. Cause I had shit going on that I hadn't worked through. I did not go to bed. I will not put my head on my pillow until I am assured that I did everything in my power to make it okay. To make things equivalate, to make them flattened. So I live by, I, you probably heard it the mind temporary. So it's I got this bracelet. this is a new one because my last one literally just wore out, had it for eight years, but it says truth on it.I believe a hundred percent authentic truth be who you are and be proud of who you are, even in the shining moments that suck. We're all. Fuck ups, trying to figure it out. Not one of us has a clue what's going to happen next. And quite frankly, not all of us have learned enough from our past. Right? So give your assurance and allowance for yourself to make mistakes it's going to happen. But you need to really, when I say truth, it's such a simple thing in a complex thing. I had a client last week. She called me. And I actually knew her as a child, as an infant. They lived with, lived in the neighborhood near me and she's followed me on Facebook and she goes, Shane, I need some help right now. And I see that you offer, can you put me in touch with a life coach? Because I said, I'm a life coach. I said, I'll help you out. I got it. I got an opening next Thursday. So to give you a, I'll go into the schedule thing, but long story short, I didn't tell her anything. She didn't know, bro. Yeah. I didn't help her. I allowed her to help herself. It's a very simple thing. what is wrong right now? I am telling you 100%. If you look in the mirror and you wonder why something didn't work, it didn't go your way. You fucking know why now it might be this shit over here that you have no control over. COVID put your restaurant in business. I get it. I'm a hundred percent on board and I terribly feel bad for you. But what are you doing today in your life to better yourself? And each one of us knows where we fall short. This thing like with, with athletes and what not, I give 110%, you can't give 110, you can give a hundred is a full circle. So let's stop this nonsense. And most of us don't have the capacity to even give a hundred. So what is your number that you need to hit? Because a hundred is assuming you're perfect and perfection, my friend doesn't exist now. So maybe you hit 99.9, but if you're trying to get ahead in business entrepreneurs.And you know that the email campaign you could have spent more, in your body right now, you didn't spend all the time you needed to on this one thing, you fucking know the answer. Yeah. and it's a matter of getting really honest with yourself and looking in the mirror and saying, okay, this is my range then. And it doesn't mean you're a shit piece. It doesn't mean you're no good. It means that you have the capacity to put out 68% of Epic shit. Yup. So how are you going to fill up that other 32? Yup. How are you going to find that at 32 now you're going to find good people. You're going to find, apps systems. Chart out George you're part of that 38 to me. I don't know what my percentage is. I'm being argumentative here totally. Really. I don't know if I'm putting out 88% of it. I'm putting up 20%, but I know that if I want to get my business to where it is, I can't do a hundred percent of it. It's not possible. I don't know enough. I'm not smart enough. It doesn't exist. But what I do know is that there's other people that can bring in things. And Brad fine example, of course, he's my business partner now. Brad was part of a mastermind that I went to that I didn't want to go to. I didn't want to sit in this meeting. My business was losing money. I was having a shit thing. I got taken to the cleaners by an old friend for a ton of money who is a fraudster to a piece of shit. But I was an old friend and I believed them. I didn't do the contracts people. So also be very articulate and follow through on them. I, he didn't fuck me. I fucked myself. That's the truth. I didn't go. If he was a stranger, I would have by-lines and by bylaws and by-lines and contracts so scheduled, I'm like, ah, he's a good guy. I've known him for 30 years. but I didn't want to go to this mastermind. And I sat in it and Kevin Thompson, who brought me in blessed, Kevin Thompson, sorry. He was like, Shane. He called me personally. I need you in here. I'm like, why do you need me? I go, I got nothing to offer. I go, my company just, I just got jacked for $200,000 this month and I've got three more months to rebuild or I'm out. I'm so pissed off at the world. I'm like, I'm not going to bring anything of values of shame.Everything you bring is value. He goes, we have consultants that want to move into charity and you work the most in charity of anybody. I know. I'm like, okay, I can help that transition. Yeah. I know how to do that. I know how to, I know how to talk to charity people to be able to, they wanted to consult and charities. They wanted to migrate the businesses. One consultant that was on the panel. And that's why he thought of me. And I said, I know the language. Brad's in there and. I just drive with them. And Brad was asking a question. I won't speak about his business. It's not my place to, but he was asking a question and I threw out a different way to phrase a question, for ascertaining some new business. And it wasn't even a field that I don't think about. And he's I like that. I'm going to try that. And about a week later, Brad called me and he used the pitch on me, which was funny. You can get a starcasticallyof course he's pretty bright guy. you can agree on that. And he was like, Hey, I want to do this for you. And I'm like, dude, I can't afford you at the end of it. No matter. Yeah. I was with you when we made the pitch, but I met with him and he did what he said he was going to do. And I found that piece that whatever it's 10, 15, 20, 30%, whatever it is that fills in the gaps, then he introduced me to you. And the other thing that I'll say really quickly to your crew here, you can't lose trust. That's the big thing too. So truth and trust are extremely important. You got to live in your own truth, but you can't be void of trust. Yeah, I hate, and I know that Gary V has been saying this a lot.I've been saying this for years and I know Gary, and he's a great guy. I'm telling you he didn't steal from me either. It's his own thought process, but I'm pissed off. He's got a platform that can say it to millions of people before I could is you don't earn shit from me. Your trust is your I'd give my George, I meet you once. I trust you if radically it's yours, what you do with is up here. Yep. And if I get burned by you and I trust you again, then I'm an idiot. Okay. But I give it, I don't, you don't earn shit from me. I have zero expectations. Zero. I don't expect a goddamn thing from anybody. Cause I will show up. I will show up on time, will show up with authenticity and truth. And if that's not good enough, Then it's not good enough. Yeah. And I had to learn that the last eight years of sobriety, I'm 45. Now I got sober at 37. I had to learn that I had to learn that I'm good enough as long as I'm giving it my best. and if you're honest with yourself and you're authentic with yourself and you give yourself, you gotta be hard on yourself. I am the worst fucking credit you had, a shock content two weeks ago under your advisement. Shane, I need you to shoot new content. They sent me everything. I think it's dog shit. I'm looking at it. I'm like, Oh, this sucks. This sucks. You know what? One's converting Epic. GEORGE: I know. And here's the beautiful part. That content was never for you or your opinion anyways. Cause I had you do it for themSHANE: I'm looking at what I'm doing and I'm like, Oh man, I don't like the way that shirt fits. And we're spoken a couple of things. Cause I'm like this I'm a flow guy, One for an hour.GEORGE: what I love about you and I have to interrupt you so I can wrap some paper around this. What I love about you is there's no filter between your brain and the world. So that means there's no filter between your heart, your brain in the world. And so we get all of Shane, but like what I love about this, earlier you talked about having the space, right? being an authentic truth. And one of my tools. For my sobriety was authentic expression all the time, regardless of what it was. And so you and I talk a lot and I find that my talking is my accountability measure, because I'll say it.And I say it all. I'm like, Oh yeah. When I did this and when I had this, when I had this, but it's just a practice, like a muscle. And so I want to wrap a couple of things that you said and ask you another question. you talked about like the a hundred percent, Jeff, Spencer's a dear friend of mine teacher. And Jeff is responsible for coaching over a hundred Olympic gold medalists, a hundred of them. And he taught me this beautiful word called temperance. And he's like Olympians or gold medalists. Cause they train to 70% intentionally every day, intentionally. And then they know that's what they have to do, to win that gold. And they save what's there

Originally from Hull, Shane has been living in Majorca for the last 20 years. Shane attended Malet lambert High School Hull, then moved onto Wilberforce college studying Business Travel and Tourism. Shane says; "If I'm honest, I left college because I got a bit disillusioned. I didn't have a clue about what I was going to do. I then got myself a part-time job which was at McDonald's on St. Andrews Quay. It then became a full-time job very quickly." He went on a lads holiday back in 1999 to Magaluf for two weeks. After getting offered a job completely randomly. Life started to change from there. He took the job and still lives on the island now. He was Managing bars and nightclubs. Working in the same club for 11 years working his way up from barman, promotions manager, General Manager and ended up running the club. He then moved on to a different bar just down the street called the Midline, for two years. After returning to Hull for a short time, he started to consider a career change. Shane says:" It was a big problem for me to be fair, I loved what I was doing but knew I wasn't going to do that forever. There's no way you're going to be standing outside a nightclub at 45 or not for me anyway". Coming back to Hull, opened his eyes, into the world of Marketing. He was working with Alex Hall at the time and our very own Leon McQuade. They all shared an interest in personal development and training. Attending The Wolf of Wall Street and Tony Robbins seminars. Knowing when he came back to England, it wasn't for him. Shane said: "I've been away for that long. I didn't feel like it was right for me. I knew I was always meant to come back here." So Shane went back to Magaluf, taking what he had learned, and ready for the next chapter. With a new mindset; instead of just thinking he was going to run a bar, he knew there was something bigger he could do. "There's a big online world out there, and that's going to help me work all year round. So I started to work and study on that". He was learning all the different tools that he needed. Shane now has his own company;Eagle Fish Media. Which he set up from his apartment in Magaluf. He offers consultancy and training, helping tourism-based businesses attract more clients and customers. By showing them how to make use of online marketing. Working from home, nothing much has changed for Shane's working life throughout lockdown. He's tried to keep a daily routine to help with his mental health and not to lose his focus. Take a listen to this week's Podcast with Shane Fisher. Sponsored by: Moodbeam, Hopen, Talk suicide Powered By: Think Cloud

Gather around the Christmas tree and crack open some eggnog because it's the Parallax Views 2019 Holiday Special! On this edition of the program we bring you some holiday cheer with not one but two conversations with previous Parallax Views guests. First up, "The P.T. Barnum of the Underground" Shane Bugbee returns to tells us all about the time he organized the first ever Jean Shepherd Festival in Hammond, Indiana. For those not familiar, Shepherd was the great humorist whose writings served as the basis for the classic holiday movie A Christmas Story. Hot off the heels of his controversial Expo of the Extreme in Chicago, Shane had moved to the small, downtrodden town of Hammond and was surprised to find out its residents were unaware that Jean Shepherd, who impacted such influential figures as Jerry Seinfeld, was raised in their very town. So Shane decided to put together a festival that would celebrate Shepherd as Hammond's hometown hero and brought in a number of actors from A Christmas Story for the occasion. In this conversation you'll hear how Shane organized the events, his experience getting the "Key to the City" from the Mayor for it, how Shane had to sign a paper stating that Satan would not appear at the event, how he thinks it helped uplift the spirits of many in the town, and much, much more. Additionally, we cap off this conversation with a brief discussion of Shane's encounter with the late great Rudy Ray Moore, who was recently immortalized in the Eddie Murphy-starring feature film Dolemite is My Name, and the pranksterish shenanigans Shane and Rudy got up to that raised the ire of Penny Marshall and Cindy Williams, stars of the TV sitcom Laverne and Shirley. Shane Bugbee rocking the infamous Leg Lamp from A Christmas Story Then, multi-time guests and friends of the show Jon and Ash of the Horror Vanguard podcast join us to discuss the wild world of Christmas horror movies! This is a light-hearted casual conversation that covers alternative holiday classics from Black Christmas and Gremlins to the 6 film Silent Night, Deadly Night franchise and, of course, the greatest holiday horror of them all... ELVES, the movie where Dan Haggerty, Grizzly Adams himself, goes head-to-head with genetically modified Nazi demons elves! Hell, we even discuss such obscurities as the mean-spirited British slasher Don't Open Till Christmas, Santa's Slay starring pro wrestling legend Bill Goldberg, the fantastic short film Black Santa's Revenge, and the French proto-Home Alone thriller Deadly Games. MERRY CHRISTMASPARALLAX VIEWS LISTENERSANDMAY YOU ALL HAVE A

Attention comparison shoppers... waiting to see a “few more people” to compare before deciding to hire?  Bad Idea, Time kills hires! Riddling your interviews with randomly placed hurdles is just madness. Making the interview process challenging is essential but there is a correct order to the journey you create. Each step in your interviewing process must be intentional. Today we are going to help you bring order to your interview process. Today’s Quote: "Comparison is a thug that robs your joy. But it's even more than that - Comparison makes you a thug who beats down somebody - or your soul."  - Ann Voskamp Guest Bio: With the resurgence of Big Data and AI, Shane Bernstein realized the tools needed to scale the effective outreach approach were finally available! His C-level customers were continuously frustrated with no viable and consistent solution, and unable to build the teams they needed in order to have the global impact each of their businesses required. So Shane founded Rolebot. Utilizing the power of AI, he and his team have developed software enabling companies and staffing firms to reach their goals and measure ROI.  As a result, Rolebot eliminates the way in which we traditionally pre-qualify talent, from days/weeks to seconds, and increases recruitment output and engagement results by 10x. Show Highlights:  What is making it impossible to hire Great people Over Interviewing- How much is too much Efficient Solution to come to a decision quickly Problem: Over interviewing is a direct result of Not having a solid hiring Structure Clarity of Intention Clarity of Values, Cultural & Skills Alignment Not Knowing how to ask the RIGHT Questions to gather clear evidence to support a decision  Where are the Obstacles? Over interviewing makes it harder to get the hire. Timing (time kills placements) Too much time kills interest. Time allows time for competitors to steal… not an if, but a when Feedback channel  HR prescreens HR assesses for culture fit. The Team should screen for culture, not HR Take home assignments- Give BEFORE you get…  mentality Pre-screen is a big waste of time. What is Over Interviewing? Reality vs. Perception Comparison Shopping Hurdles - Mindset Issue (You are not the only pretty girl in the bar) Demonstrates weak leadership Feedback channel. Is slow when the process is slow  ****people hire on gut feeling… Rick’s Input Why? Company does NOT have a strong interview structure Treat each person as though they are your Only option! Solutions The Set Up Recruiter - recruit & ask questions Is the recruiter/hiring manager bringing value? Manipulate time to gain accepted offers Someone needs to own the process  Interview Process Two step process Phone interview - lead, manager (not recruiter or HR) Credentials Technical skills assessment Skills-based conversation run by a team member  Onsite Get it done in 1 day… do not bring them back Has to be vesting on both sides. Have a hiring team & a process in play Put the decision makers and the people who will have to work closely with them Make sure the people can sell the position & the company Be able to sell: Why should I take this role? Rick’s Input What’s in it for me???    Phone Interview Establish -Why, Cultural Alignment, Impact Point person (CEO, Founder, Recruiter (not a farmer)  Onsite Timed Structured (3-5 person Interview team) Challenging Knock Out Questions- aligned with Core Values A decision in 24 hours!  Key Takeaways: Assess the current process, does it align with the current marketplace, what ROI does each component bring, what is % of rejected offers, etc… Figure out what must stay, what can be omitted, or moved around and integrated The goal is to strike the right balance for your organization

What exactly defines an influencer in the marketing space? Do you need Oprah in order to sell your product? These days the term influencer is used so much as the concept spreads to become more of a “scope of influence” rather than just a celebrity endorsement. There are all kinds of influencers and within any industry, there are influential people out there, it is just a matter of finding them. When it comes to buying and selling a business, a company can add value to their business by diversifying their sources of traffic. The more diversity in traffic, the more the risk goes down for the buyer and the value goes up for the seller. Today's guest, Shane Barker, teaches the “Personal Branding – How To Be An Influencer” course at UCLA. He's a seasoned marketing consultant, who for the past several years has become an expert in using influencer marketing to boost sales for brands. Shane believes that nowadays companies have got to run an influencer campaign just like any other facet of the funnel in order to maximize their brand's reach. Episode Highlights: What exactly is influencer marketing? Finding that niche person for the product. Identifying real vs. fake followers and how feedback needs to be weeded. Measuring real engagement over just follower numbers. What is a good engagement rate to look out for. The influencer marketing software tools that are out there and how to use them. Aligning the influencer with the product. What is the typical cost per influencer? How can you track the influencer's impact? Why Influencer marketing works well. Tips and tricks on how to find influencers in your sphere. Cheaper alternatives to hiring a consultant to help with your IM campaign. Transcription: Mark: So this past weekend I was at Rhodium Weekend and we've talked a lot about Rhodium here on the podcast. It was out in Las Vegas and somebody that we know, somebody who's been on the podcast Shakil Prasla, a good friend of Quiet Light Brokerage happened to run into another Shakil; Shaquille O'Neal. And he has a great photo of himself on Facebook with Shaquille O'Neal and he told me and he said that Bobby Brobine called his attention and so Shakil just shouted out and said hey we share the same name and sure enough that called his attention and then resulted in Shakil our friend having a picture with Shaq; really really cool. It's always fun to be able to reach out to people who are well known and have some influence and obviously, this is something we can definitely use in business as well as in we are in a whole are of this in business and marketing called influencer market something I haven't done a lot of. Joe, have you done much influencer marketing? Joe: You do it all the time Mark. We do … you just did it. You just did it for Rhodium Weekend. How many people that have signed up for Rhodium Weekend have gone to Chris's centurica.com website for due diligence because you're an influencer and you talked about it? Mark: But I'm not on the same level of Shaq so you know. Joe: Oh I don't know. I don't know. Mark: I'm definitely not as big as Shaq in more ways than other knows because the guy's a big dude. I've seen companies use influential marketing before and it's crazy; the impact that you have on your business when you find the right mix. Joe: Well you know a lot of folks think influencer marketing is … I've had a couple of listings where Dr. Oz mentioned the product or the ingredient and the revenue went … sort of skyrocketed. I sold one earlier this year where the product was named one of Oprah's favorite things, that's like the golden ring. That was back in like 2008 and they still get traffic and revenue from it and it's 2018. So that is what a lot of people think about in regards to influencer marketing like you and Shaq. And by the way, Shakil call out that was a great photo thank you for that I showed my kids. But that's not really just the influencer marketing that I think a lot of our audience should be thinking about. We've talked about it all the time when you've got multiple channels of revenue, multiple channels of traffic it brings the risk that you're going to lose business down and increases the value of your business; the lower the risk the higher the value. Influencer marketing should be another channel. The next generation buyers people they're … my kids, I have 2 teenage boys, I cannot get them off of Instagram watching videos. My son, 17 years old, he learns everything. The computer I'm on right now he learned how to build it on YouTube through influencers. They're all about influencer marketing. So the next generation is going to be just that. We had Shane Barker on the podcast, that's who you're about to hear folks. He's a UCLA professor. He teaches a class on influencer marketing at UCLA. He's a consultant and he helps people. He'll take over their campaigns and he'll just tell you how to do it. He had some great advice in terms of tools to use to track your influencer engagements; how to find them, how to measure their success, and what to do in terms of maybe interviewing them and negotiating with them and writing up contracts with influencers and all these different things. The one thing I didn't touch up on was workload but he said that when you frame it up right and you put the right package together in terms of your plan through a consultant so you don't waste a whole lot of money it can then be handed off to a VA who should be able to run with it fairly easily. Mark: That's pretty cool. So is this going to help me get Shaq to a certain point in Quiet Light? Joe: Hmm … Shaquille O'Neal, no not Shaquille O'Neal but Shakil Prasla yes. He's already an influencer [inaudible 00:05:01.2] is what he is. Mark: I would rather have Shakil Prasla … actually, that's kind of a lie, sorry Shakil. All right let's get to it. This is actually a huge topic. I know this is going to be like the next big thing in marketing and this is one of those areas that people don't really know a lot about. Some people are doing it well. They're making a lot of money because of it. They're building their brands because of it. It'd be great to unlock this so why don't we go ahead and listen to it [inaudible 00:05:25.8]. Joe: Yeah I do. You've got to think about it just like an Amazon sponsored ad campaign, just like your content development for an SEO, just like your Google Ad Words campaign. You've got to run an influencer campaign the same way and Shane really talks about that in detail so let's go to it. Mark: Awesome. Joe: Hey everyone its Joe Valley from Quiet Light Brokerage. Today we're going to talk about influencer marketing with Shane Barker. Shane Barker is an expert in the space. How are you doing today Shane? Shane: I'm doing awesome Joe. How are you doing man? Joe: I'm good. You know back in my day there was no influencer marketing. It was pay-per-click and write good content and Google will reward you. Of course, my day wasn't that long ago. I sold my business back in 2010 but the world has changed dramatically since then and it constantly changed and you're on top of that and you are at the forefront of it which is one of the reasons that I will call it out right now why you haven't written a book about it yet because it's constantly changing right? Shane: Yeah that's the deal. We talked a little bit before the podcast started today. The thing is it is an evolving space. I mean it started off back in the day and I said back in the day as we kind of joke around about that but you know I'm doing this for a while but it's really word of mouth marketing right? Which back in the day the presentations that I do I always talked about like as an example would be like Tupperware. That was kind of like Helen who is a lady that she would have these parties and have everybody over and she was influential in the area because everybody loved Helen. She was a great wife and she'd have beautiful little kids running around. Everyone wants to be like Helen and they'll all come too. They'd have a few drinks and the next thing you know they're buying Tupperware right? So it's that influential type thing, that's how it kind of all started and then obviously we evolved to Beats by Dre and some other ones like that where you see this people wearing the headphones and they would go and give them the free product. And you see all these athletes that are wearing this stuff and I mean obviously they sold I don't know it's like 3 or 4 billion dollars to Apple so you know it's obviously some- Joe: I guess it's been around a while because celebrities have been endorsing products for years, for decades and they get paid for it. Shane: Absolutely. Joe: So that's influencer marketing right there let's do this. So Shane, I didn't tell you before we started recording we don't do fancy introductions. Obviously, we're a couple of minutes in already. Shane: Yeah. Joe: Can you tell those folks that are listening about your background, what you do, how you do it, and where you come from? Shane: Yeah absolutely. So I reside out of Sacramento California but I'm in Los Angeles quite a bit because I teach at UCLA. I teach a class called Personal Branding and how to be an influencer. It's a quarterly system so I do how to be an influencer on one side and the other side on how to work with influencers. We work with brands down there as well. So yes I've been in the digital space for 20 something years. I really jumped in the digital space because I had my own business. So it was one of those like hey I want to bootstrap this thing and I didn't have a lot of capital. This was a long time ago. I've got a company called Hotpad that I had a patent on it; a reusable heat pack. I had a cool patent on it and so I had to do everything. I had to do the logo, I had to do the website and this was this is probably 15 plus years ago. So we were jumping on the internet, there really was no SEO. We just put something up and something went on the 1st page. We didn't know how it happened or what happened. We were just excited that that was happening. There was no … there was just nothing, there was not a lot of software, there was … we were grinding this thing out and it was kind of wild wild west. And so I jumped into it and was working with this … once again probably 15 years ago on called getafreelancer.com and now it's freelancer.com. So I was stating hey, listen I want to manage projects and I want to go work with people that know how to do these certain things that I didn't necessarily know how to do. I was … at that time I was in school and I'd already owned my own business. Just as I owned a bar and I had done some stuff. It took me 10 years to graduate not because I wasn't smart. Well, I don't know … maybe because I wasn't smart but maybe the bigger the reason was is because I want to travel and do this and I had my own businesses. So I jumped into that and like I said for about 10 years I owned a bar and did some other fun stuff; all offline type businesses. And then when I was doing Hotpad the reusable heatpad company I decided to go back to school and that's when I really started doing outsourcing and kind of figuring out how to work with other people and I've been doing that ever since. I mean right now I have a 31 person team that's all over the world. I don't have them … yeah, I have all like project management software or like all front stuff in place. And so I have like where I'm doing this interview today is I have an office here in Sacramento that's strictly for content creation; for us putting content together. And my team is once again all over the place so they're … so it's kind of awesome. So that's kind of catapulting me out once again where I'm at today. We do heavy content marketing, we do heavy influencer marketing. And then I'll kind of talk about my story a little later about like how I jumped into influencer marketing and all that. But I consider myself like a brand and an influencer specialist and then also a digital strategist. Because it's just that's what I've done for so long when … it started off on SEO and then obviously a lot of social stuff and now we do influencer marketing. We're always trying to … the new stuff that comes along it always seems to knock on my door whether I want to do something new or not when it comes to marketing. So that's kind of where I'm at today. Joe: Well, our audience is full of people just like you and people that want to be like you; those that are leaving the corporate world. For influencer marketing, I want to go through some of the steps that you teach in that class at UCLA and the process. But let's 1st define it what exactly is the influencer marketing in your view? Shane: Yeah so influencer marketing in which I said a little bit earlier is in the back in the day it was influencer marketing was not called influencer marketing but really it was working with celebrities and getting somebody that had some kind of influence because they're an actor, or celebrity, or some kind of singer, or something like that and you ask them to endorse your product. But usually, it was for the Nike's, the Toyota's, these bigger brands because you had to have a big budget. And the deal was that you were going to do some kind of a commercial, maybe sometimes radio, but mainly a commercial where you would go and this person would say oh my god I have this kind of car this, I love my … whatever my [inaudible 00:10:57.3], I love my Toyota, I love my Nike shoes whatever right, usually bigger budgets and once again somebody that has a really really high influence. Well, last in the 5, 6, 7 years you've seen this switch of where really anybody can have influence. You don't have to have … you don't have to be an actor; you don't have to be a famous person to do this. And you'll see this obviously on YouTube, Instagram, Snap … sometimes on Twitter and then on Facebook as well. The idea is that an influencer is anybody that has influence over their sphere … over their community. So as an example you Joe obviously are an influencer because you have influence over your podcast and what we have here. So that makes you an influencer because people follow you, they listen to your podcast religiously, and they go and they get great information from it and they go and apply that in the real world. So if you were to say hey guys this is some software that I use and I've used it for the last 6 months. I've tested it its absolutely awesome then guess what probably a lot of people in your podcast are going to go hey that sounds like an awesome product. If Joe uses it then I should use it. And so everybody has this type of influence and we look at this. So as Instagram as an example I look at people, let's say you have 5,000 followers or 10,000 people I go well are those influencers? They absolutely are. I mean if I have 5,000 or 10,000 engaged … a heavily engaged audience I would much rather work with that person let's say as an example yoga mat. I'm a yoga instructor and you as a brand you're selling yoga whatever quick bed or something. And so you come to me, I would much rather work with a yoga instructor that has a 5 or 10,000 following that's heavily engaged than somebody who has a million or 2 million or 5 million. Because really at the end of the day what … in the beginning of influencer marketing was like hey I want to go with the people with the highest following right? They have a milion followers like that's how … it's who I have to work with because of the fact that you look at all those eyeballs. But the issue is this … and we all realize this thru marketing is that back in the day it was like if I can get a million visitors that'd be awesome. It's not the amount of visitors it's the quality of the visitors; the type of traffic that you're getting from that. So same thing with influencer marketing you want to really niche down and find the person that is really going to be best for your product. The reason why and we'll go onto this later but the reason why there's these issue with influencers and fake followers is because brands were paying influencers on the amount of followers they had. So you get a situation where they say, Shane, if you have 10,000 followers I'll give you a 1,000 bucks. If you get 25,000 I give you 2,000. But if you have 100,000, my friend, I'll give you 10 grand and then guess what happens an influencer goes man how do I get to that quicker? How do I get to that mark faster because obviously I'm doubling, tripling, quadrupling my money? Well, then what happens is now they're doing something where they're adding fake followers and doing some stuff that's obviously unethical to be able to get to the next price point. Joe: How do you measure engagement over followers? Shane: Yeah that's the deal and it's funny when you talk about back in the day because it literally when I talk to people I've influenced I mean I always talk about back in the day that makes it sound like we're like 100 or something; like I went to school with Jesus or something or Moses or like I was on the boat or something. But you know for us it's like when I look at this like we were doing influencer marketing 5, 6, 7 years ago there was no software right? So there was nothing out there to really … I mean what we would really do is we would go and try to find these influencers by search. Like go on Instagram and look up hash tags and stuff like that which is still relevant today and we still do that say obviously. And we would go and we'd put these profiles together and I would manually go look at them. Because that was it, like that was my … an engagement for me was not necessarily a number but it was more … we ended up coming up with an equation over time that we looked at of followers, engagements, likes and stuff like that. So we had a little bit of an equation or some kind of … and we call that algorithm because it wasn't that crazy but where we would go and take a look at that. And we would just have these Excel spreadsheets that I would just take tons of notes and we would do all this kind of crazy stuff. Now there's plenty of software. There's all kinds of softwares you can use. I mean we use … Grin is one of them that we use that you can do. There's another klear.com which is with a K. There's Neoreach, there's Revfluence … I mean there's all kinds of them. There's all kinds of different ones that you can go. Some of them are free, some of them will cost … I have, I mean I'm very fortunate since I have access to almost all the softwares because they want me to look at their software and evaluate it and stuff so I'm very blessed in that sense. Joe: You do? Shane: Well I mean you know it's so funny. I'm very humble about that and I don't think of myself as an influencer but over time you start to realize you're like wow I guess I am an influencer you know. I'm just not … I don't know I just don't think of myself that way, like when I go to conferences and speak and do stuff it's [inaudible 00:15:08.8] people come up to me like I've been following you for a long time. It's always really … it really kind of shocks me. Or like while walking somewhere and I'm not that famous by any means but they will come up and say are you Shane Barker? And there's been a few times I'm like God do I owe you money, are you VISA or like I'm just trying to figure it out right. It's like this weird … so you know an influencer [inaudible 00:15:25.1] come up I guess and things are good and I've got some good foundation and people are following me so I'm not mad at that by any means but- Joe: That's good. The software does it help you measure the engagements does it go that deep? What is this like Grin and- Shane: It does. So this is the thing you have to look at when it comes to engagement, this is the key and when you talk about software … so software is that 1st level. So the 1st level of when you're going in you go and you take a look at it, you can put in hash tags, you can put in keywords, you can do this kind of stuff. So let's say it's yoga, that's the thing I'm looking for and let's say I'm I can sell this yoga mats all over the world. So it doesn't necessarily have to be in Los Angeles or Las Vegas or something. So I go all over the world, so what I do is now I can curate these lists. I mean go take a look at them, you add them to whatever … some kind of a folder or whatever it is, you pull those people in. That's the 1st step and it'll say the engagement. And it'll say your engagement is 3.5%of 5.6% and software is the 1st step. That's where you're you curating the list and you're saying hey okay I want to find 10 good influencers so I'm going to curate a list of a 100 or 200 or whatever. And then the next step to this whole thing is you … software is lovely but influencers once again because they want to make money and I'm not saying all influencers are this way but … well, we all probably want to make money but there's ways to fudge your numbers. So that's what we have to look at. I can go on to Fiverr right now and I can add any picture on Instagram and I can get 10,000 likes for $5, $10; whatever the number is. Joe: Right. Shane: And that's not engagement. I mean somebody like if you came into my store … let's take this offline. I own a store and Joe you came in and you knocked and you said hey Shane I was wondering do you guys have this and I just went [thumbs up] that's not engagement right? You're like okay so Shane no … so say that again so what do you have this I'm looking for this- Joe: You just gave us the thumbs up. Shane: The thumbs up, that's right I forgot we go audio and video on this. So the issue with that is that's not engagement right? Engagement is like oh hey Joe thanks for coming in my shop. If you're looking for these blue widgets then you want to go over here or let me show you some … blue widgets are cool but the yellow widgets are the ones I think you need because of this this and this. So that's where we kind of get this thing of where the software is awesome go take a look at it but engagement is conversation. So if I'm a yoga instructor or a brand and you're a yoga instructor or either way you know vice versa. Joe: Yeah. Shane: Then what I should do as a brand I should go look at your profile and find out 1st of all how many other sponsorships you've had. We don't want somebody that has a new sponsorship every day because the audience is going to be a little unauthentic … not authentic right? Joe: You don't want somebody that has a new sponsorship every day you want somebody- Shane: No, because think about that like this is a thing, it's like it's like dating. If you wanted to date a girl that's had a new boyfriend every day for the last 15 years like you got to think well there's got to be something wrong with that right? Like there's … it's not … the numbers aren't working they're not … you really want to develop your brand, you want to develop a longer relationship with an influencer. But if they're talking about something every day the problem is then you get to a situation where people start to go okay does Joe the influencer really like this product or is he just doing this for money? Because it just doesn't feel like we want Joe the influencer that says listen I've tried this product for 3 months you guys you know I don't promote tons of products this is a product that I've used it's absolutely awesome this is why I'm promoting it. Joe: Okay. Shane: Right, so you want to get authentic- Joe: You're going to look at that engagement percentage and you're going to focus to see if they've had lots of different advertisers on a regular basis. Back to that engagement percentage so Shane, you had said 4 or 5% what they have … what is a good percentage? And I mean people talk about open rates and things of that nature in email campaigns, what is a good engagement percentage for people that are just starting off? What would they look out for; the number? Shane: I would probably say it's like probably 3 to 5 % is a good engagement rate. I mean anything higher than that is awesome. Joe: Okay. Shane: And here's another thing we talk about that engagement because I'll touch on this as well is you have to look at the comments. So we have this list of let's say its 100 influencers and let's say I'm looking for 10 great ones. You want to go through … you want to look at their profile; A. look if they've done a thousand sponsorships then I would get away from them or you look at the engagement. But you want to look at what people are asking for like hey Joe the yoga instructor. Hey, I want to know … it looks like you're using that new mat or you're using a new water ball whatever like where did you get that? Or hey Joe when are you coming to town or hey this … like what you want to show that people are engaged with the content and this is where things get … where people can fudge numbers where if you go to somebody and they have an engagement rate of 10% you're like oh my God this guy's crushing it, this girl's crushing it, you go and look at it and they have 1000 emojis, that's not engagement right? So you can … from software standpoint an emoji is engage- Joe: You want actual communication, people talking back and forth info and some responding, people asking questions. Shane: Right. That's the thing and that's when we talk about the … when I said I'd rather have somebody of 5 or 10,000 or 15,000 than a million. Joe: Yeah. Shane: That's where the engagement rate stays higher because Joe what I would look at is Joe the influencer. What I want is that if people are asking questions and you get 20 questions there should be 20 answers by Joe. Joe: Right. Shane: Joe, you should be going in there and saying hey … where I think is that's engagement. That's showing that you have an engaged audience. When you get to the … I'll use Kim Kardashian as an example, you have 20, 30, 50 million; they're not responding to anybody for the most part because they can't physically do all that. And so the engagement rate is a lot less. You have your audience that's … you get eyeballs so if you're Coca-Cola you're going to say hey I'll go with Kim because I know that she's going to get eyeballs. I don't really care about the engagement. I'm looking at overall exposure and they've got a big budget. If I'm a brand you really want to go take a look at that and say who is … who's on the come up. They don't have to have a million followers but who's engaged? Who seems to be really into it? What's a good product alignment? You're at this … is your product and this influencer going to align correctly? And then what I do … and this is a big one a lot of people don't do this, I interview all the influencers. I do a call just like you're doing here Joe. I get on there and I say hey Jennifer I've got XYZ product I usually have some questions and I say so tell me a little about yourself or what … who you've worked with. They should have some kind of a media kit so there's some 1st steps that we take. And then I go so tell me a little bit what have you looked in [inaudible 00:21:17.3] XYZ company and they go … I mean I haven't looked into it but I know that you guys are offering 1,000 bucks a post so I was interested. Joe: Right. And that's the thing I was just going to ask actually so thank you, you went there. How do you track this? How does it … what does it cost? I mean people do sponsored ads in Amazon, they do Google Ad Words, and it's a clear defined cost per click. What is it typically cost per engagement I guess or per influencer if they've got a 3% engagement and 5,000 followers? Shane: Yeah that's the thing is it's everything is negotiable. So this is where it becomes a little harder because you do for if you're going after the keyword Sacramento DUI attorney you know that it's $3 per click. It's very easy. If you're going up with Amazon there's a … they have a model that they put in place to be able to understand once again how popular it is and what they're going to charge. Joe: Yeah. Shane: Influencer marketing is different because you're dealing … each influencer is different. Each influencer, in theory, should own their own company or their own brands. So what you do … I mean there's certain websites and stuff and calculators you can go to and kind of what you think would be fair but what I always tell people is this, the analogy I use is like let's say if I have a Babe Ruth signed baseball card. And everybody tells you and all the big guys go hey man that's worth a million dollars Shane; guaranteed a million dollars. There's only 2 of those out there. Yours is in mint condition it's worth a million dollars and I go well I'm going to wait to get a million dollars. And then Joe you come to me and say hey Shane I heard around the campfire that you have a Babe Ruth card I'd love to buy it from you. And I said well it's worth a million and do you know what Shane I appreciate that but how about if I give you 75,000? And I go okay you know I'm actually not off. I guess I don't need to hold on to it. I mean 75,000 is a good deal. And that's a good deal right? It's a supply and demand type thing. The cool thing about brands is there's hundreds if not thousands of influencers. So everything is negotiable. There are some companies or some influencers that will do free product. There are some of them that will do free product plus some type of an affiliate link where they're getting some kind of residual sales. There will be other ones that just want a flat pay per post. But everything is negotiable so it's very difficult to say you should spend this amount. You have to figure out what you think is going to be fair. So if I go in and say listen I want to get to 10 influencers I have a $10,000 budget so in theory I have $1,000 per influencer. What you have to do is go in and figure out those influencers and talk to them and say what would you usually charge. Well I charge $250 per post on Instagram let's say. And so my mind I'm thinking I get at least 4 right? So I say how about this why don't we do this, I'll go and pay you $1,000 we'll do the 4 things but I also want you to do two Instagram stories and I want you talk about a Snapchat for 2 times. If I think that's a good deal and that can move some traction and you think it's a good deal then it's a good deal. So that's where everything is different with everybody but I think what happens with brands and what they don't realize is these influencers once the followers start getting honey because that's what brands still look at most of the time. Is that they get pitched 5, 10, 15, 20, 30 times not a day but a week- Joe: The influencers- Shane: The influencers do. Joe: Right. Shane: And especially if you're up there then you're getting pitched over and over and over right? So the thing which you have to do as a brand, you have to 1st you have to differentiate. So make a nice little catchy subject line. You want to get their attention, not just looking to work for you that's just kind of yeah okay I get it. But come up with something kind of flashy. But in the email, you're going to tell them, you want to make it a win-win right? Because influencers are used to people saying hey if you post 2 pictures I'll send you a shirt. And that's kind of like ah okay thanks. So you want me to A. the reason why you got in contact with an influencer is because you love their content. So they probably have a video, they probably have a video guy and a photo person and all this kind of stuff. They have like … it's a business and you're telling them that you're going to send them a free $20 shirt for 2 posts when they have costs. I mean there's a reason why you picked that influencer because they have great content. If they're a lower influencer what I mean by that lower followers and they're doing it themselves then maybe that makes sense. And maybe they love your brand and maybe they will do it for free. They'll say you know what I love you guys as brand why don't we do … you guys send me one shirt a month, I'll do two posts a month and that's going to be a win-win for everybody. Joe: Let me ask about tracking because you know with Google Ad Words you can track response at ads you can track … we know what cost per acquisition is. How do you do that with an influencer that you give $1,000? Shane: Yeah there's a number of different ways of doing it you know the ones that just want a flat pay per post … I mean that's … the difficult part is … I mean what I would recommend is so this's the thing if this is my company this is my brand this and what I do with my clients. There's a number of ways to do it. There's coupon codes, so you put Jennifer25 so they should put something on hey this is Jennifer these are these products by these companies I've used it in the last few months everything's awesome and I've worked out a deal where you guys everybody gets 25% off hurry it's going to be gone in 40 hours; whatever the message. Joe: The influencers, for the most part, is saying use my coupon code and being up front and saying I'm getting a commission I'm getting paid I'm- Shane: They're supposed to, FTC you're supposed to right? So the thing is because they don't want you like in theory fooling the public right? So it's no different than if you had whatever Snoop Dog talking about Toyota on a commercial at the bottom really low will say Snoop Dog was paid for this promotion. So there's … they want to make sure people aren't being fooled so you should put this as some kind of a sponsored ad or #ad or #sponsored something like that. Joe: Okay. Shane: They would put that in the hash tags it's … the FTC's there's always a little bit of gray area with that. But if you put some things like that you should be safe. The thing is that what you want to do when you have those like I said when those people reach out to you and you're trying to develop those time relationships. The thing is you have the coupon code so you can use something whatever that is the thing but one thing a brand realizes is just because you hire Jenny that has 50,000 followers they can't be a frequency deal. So email marketing if I want to go buy a Coca-Cola what I do is I see a commercial and then I see a banner and I see this when I go to the store I go, man, I feel like drinking a Coca-Cola for some reason. It's the same thing will influencer marketing, don't think 5, 6 years ago you could put up one post and probably make some great money; it's a frequency deal. So you don't … when you're negotiating with influencers make sure that there's 1, 2, 3, 4, 5 … there's multiple things that they're going to do for a set price assuming that's how you want to … but just make sure it's a multiple deal with the … so we have coupon codes, you have an affiliate link. So Instagram being the example there's only one place to put a link right so it's a very valuable valuable place. What we use … there's a number of different things you can use but with that you can either A. you can negotiate with the influencer and say hey we would like to give you an affiliate link that you put in your bio thing and we'd like for the next 2 weeks while you promote this product we'd like for you to have that affiliate link in there. So they can put link in bio or something like that. So it pushes them up there but you have to have a contract with that influencer and make sure they know what they're doing. That's another big thing with this is we have brands and if- Joe: Where do you find these contracts? Shane: You can look online. And we actually have some templates that we use that we could that I think … I'm sure I've shared them on multiple different posts but really just a brief right? You want a brief of like hey this is the hash tags you are going to use. This is the kind of content that influencers have used in the past that have been successful but give the influencer free reign to do what they want. Just give them basic guidelines. Hey, we're also looking for you not to do any anything within our competitors for the next 3 months so that you're not doing 10 different campaigns about the same kinds of stuff; just some basic stuff where you're covering yourself. We want to also want to make sure that our link is in your bio for at least 2 weeks or a month or once again everything is negotiable but you have to talk about those terms ahead of times and brands don't because they don't know. That's the reason why I always recommend hiring a consultant or somebody to help you with your 1st few campaigns because then they can … there's these things where you can lose a lot of money and not know what you're doing and just assume by hiring an influencer an influencer is going to do what's best for you. Most influencers aren't marketers; they aren't right? Joe: Right. Shane: The yoga instructor that just … he's a yoga instructor, he didn't go in and get his marketing degree and say hey I'm going to go and try to build this huge community. He just started doing what he does. Joe: So he needs guidelines given to him from you on what to do and how to do it. Shane: Yeah because if not then it … you just, you need some direction. Joe: Got you. And you've talked about Instagram; my kids are always watching videos in Instagram. Occasionally they snap back and forth and I don't know how they're ever going to make money on Snapchat but I'm sure they are. I'm sure they probably are. But what social media outlets are the best options for people that are selling yoga pads [inaudible 00:29:20.6]. Shane: So Instagram is where we spend a lot of time because it's like that lifestyle; everybody wants to like have the pink puppy and be doing yoga be … have the perfect little cute little babies around and the perfect relationship. And so it's that lifestyle type you know when I'm always on my jet I'm eating caviar and life's good. And then we have YouTube which obviously is awesome because YouTube's always going to be out there. What I mean by that is YouTube's the number two search engine. Joe: Yeah. Shane: So we work with an influencer that does a review of a product or talks about your product they'll go and put that content and they have a huge subscribership let's say it's 10, 15, 20, 30, 100,000, 1 million and that video literally goes out to all those people and then you get those eyeballs on you. Joe: So the software you mentioned before measure engagements on different mediums like YouTube and Instagram or? Shane: It can. Yeah, there's multiple … there's different softwares that do different ones. I mean there's one or two that can measure engagement in all of those. Or what you can do … what you want to do is you can talk to the influencer and say hey put this in the brief. I want to make sure that I'm getting all of the inside information on my campaign and how it went and what we did and that kind of thing. Joe: Okay. So Instagram number one, YouTube number 2, is there a 3rd that people should look out or a 4th or a 5th that you'd consider? Shane: I mean Snapchat is not bad and then Facebook and Twitter there's some stuff going on there. But really where we spend our time is Instagram and YouTube just because it's the amount of how many people around them. I mean people spend I don't know … I guess like 55 minutes a day on Instagram. I mean I think it's after … like after you die it's like 8 months or something … I mean it's … of your life time. I mean it's crazy right and obviously people spend a lot more time on there and then YouTube once again as always it's that evergreen content that's always going to be out there when people are looking for certain things. If you have a … once again I have this thing and this is a brand new patented product and I get someone to do a review on it on YouTube and they've got a huge subscribership like my sales could go through the roof because of that. Joe: Right we've got a number of transactions over the years where I've had businesses that had huge spikes because of Dr. Oz mentioning the product or the ingredient in the product. I sold one earlier this year … I think all these years have blended together, earlier this year where it was on one of Oprah's favorite things back in 2012 or 13 and that carried it for a long time. Would you recommend that the audience members that have the yoga mats of the world go after those big influencers or just focus on the smaller ones or maybe a combination of both because you might get lucky? Shane: Right. You might get lucky. I mean it really depends on budget as well. So if you're going to go after I mean Oprah being the example that you give. Like if Oprah talks about your product then all you have to do is hire somebody to count your money at that point. Joe: Right. Shane: You got to … you physically have to figure … you have somebody and get maybe 100,000 and just have … and just count the money and just probably I will organize it through serial numbers just to get something to do. Joe: I think these people would argue that you also have to scram like it's an inventory to fulfill those orders because that's what happens. Shane: Oprah is not going to promote anything without knowing that you've got some good distribution in place. Joe: A good problem. But that with free endorsement as well, it was sending products to that influencer looking for a free review and Dale called them one day and then said hey you're going to be in this issue and they're like oh my God that's two days from now. Shane: So I'll answer your question, so Oprah obviously being the mega of this whole situation but there's no reason not to ask bigger influencers or smaller influencers … I mean smaller following. They're going to be probably more apt because they're hungry and they're just either getting started and that kind of stuff. You see the prices can be a little lower. They're going to be more engaged stuff like that. But I'm not saying don't shoot for the stars. I'm not saying don't send something to Oprah if you have a patented product that really takes care of a need that nobody knows about because you'll never know. You're saying right there that all of a sudden Dale gave the phone call and said hey we loved your product and you're like you've got to be kidding me right? The thing is nobody is going to knock on your door if you're not out there and pushing. If you're not out there sending that information to Oprah or whoever you'll just never know. And so what I would do is do a nice … I mean I would once again just pull in what … figure out who your buyer persona is and if it's Oprah's people because you have a book that you just read and it's a self-help book and you think you can really help everybody, you have a different angle, you've got a great phenomenal story then pitch Oprah. Go for it. Like why would you not? She's not going to know about people that don't pitch her but I would also say the smaller influencers are … you know ones of medium size and all that go after them as well. The other thing that I always do is like let's say I'm a newer company I go and look at my hash tag. So let's say I'm #whitecoffeemug so … great I go and look that up and that's the name of my company. You might already have influencers in your sphere that love your product. Joe: Okay. Shane: That's a no brainer right? Like that's a … you go in there I'm already talking about your product I don't … you need to convince me of anything except how much free product I can send you to keep spreading the good word about my product. Joe: Okay, awesome. So for those that are listening again that are trying to sell yoga mats and use the medium influencers, forget the shooting for the stars and Oprah that type of thing. These people are usually entrepreneurs with maybe a remote contractor or 2 or 3 VA's here and there. They may take this project on themselves at 1st and then hire somebody to take it over once they've setup SOP's. What kind of time do you think it would take if it was me and I'm working 25 hours a week running my business which is pretty standard for the types of businesses that we sell, should we focus on a lot 5 hours a week to get started, 10 hours a week and what kind of budget would you suggest somebody starts off with that maybe they're doing a couple of million years in an annual revenue. Shane: Yeah, so what I would recommend and once again I'm not just saying this because I'm a consultant. I would hire a consultant and say hey what do we need to do here? Because there's people that have paid me a lot of money for me to learn what I learned … what I know today. I recommend that with anything, not just influencer marketing, with anything; like if you want to jump in and do your own PPC figure out somebody that's a PPC consultant and have them so you listen I just want to hire you for 5 hours a month or 10 hours a month or whatever. I want to put together my ideas. If you can go in and tighten them up it will save you so much money because as entrepreneurs we always go hey we'll do it ourselves right? I'm a grown ass man I'm going to go do this, I can do it. It's not a problem. I'm not going to delegate because I have at least 2 more hours in the day. I'm only working 22 hours in the day I have at least 2 more hours, sleep is so overrated. I'm going to do it myself. Okay, that's awesome; take it on. I'm not here to squash your dream but what I am telling you is that if you have a consultant that helps you along the way they'll help you with you know these … they'll potentially save you money, save you a lot of time. And because there's like plans I'll put together for people and say listen now you go hire a VA or let me show you how to do this or put the plan in place and now these people can go and implement it and they will come back after a month and hey what problems did you have? Hey, you kind of messed up here let's look at the pitch emails you sent. Who responded? Now, what do we respond back to them? Like that's a person that wants to take it on themselves. We have two ways of working obviously, one is hey we'll do it for you like don't worry about it. You sit back we're going to just ask you questions you give us the answers. Or the other way of like hey you want to learn right? And a lot of agencies don't do that like you want to learn because they don't want to give up the secret sauce. I don't have a problem giving up the secret sauce. I want to help you out and I just want to make sure you're successful. Joe: Well look I think what's going to happen is a lot of folks … you know we give up a secret sauce all the time. We help. If you help people they may say you know what I love this I think it's going to be great please do it for me because they're busy doing other things as well. So I think it's a great idea. Some of the people that are listening may want to give it a go and shoot from the hip and see if anything sticks which is probably not the greatest idea in the world. Others will hire a consultant to create a campaign and then they'll run with it, they'll hire the VA. And others may say look just please take this on and run with and we'll measure results with you and if you want we'll keep going. Shane: Also, we're doing that thing too is we're actually developing a course as well. We're doing of course for influencers and for brands. So now we're in current stages of developing that. So they'll also be an inexpensive option or a cheaper option than hiring myself as a consultant or hiring my company to do everything for them where they can go in and take a course for whatever $97 or $300. And they'll go in and they can go through it and once again they'll have enough information there to be dangerous so they don't have me on an hourly basis. Or if they want a bigger project they can do that as well. But we're developing that ritual as we speak. Joe: What's your timeframe? People are going to go okay great when is it going to be done? Shane: I knew you we're going to hold me by the fire Joe because I told you about the book earlier and so then you put me on tonight. Joe: I know. Shane: It will be done by the 1st of the year. Joe: Okay. Shane: That's right, I said it. Joe: When it's done make sure I get that link and we'll put it on the show notes of the podcast okay? Shane: I can't wait but by the 1st. If not by the 1st then I would just … I'll drop off as an entrepreneur and just go and do something separate that's not online just because I'll be so ashamed. Joe: 61, 71, you've got something like 80 days maybe to get it done okay. Shane: Now you're just trying to stress me out, Joe. I mean come on I just gave you a date I mean now I got to go talk to my people and go listen we're going to have to double our staff- Joe: [inaudible 00:38:00.2] for meditation for that stress. You'd be okay. Shane: Okay. Joe: You're not just … no, you're thriving on stress. Come on. Shane: I love that, like the fact you just told me that like secretly I don't even need any more coffee. Like I just got these goose bumps on my back that I said you know what I'm going to show Joe. I'm going to show him by the 1st he forgets this. Joe: Please do. Shane, I love the influencer marketing approach. So many people focus on one thing and you know when they diversify their revenue streams, their sources of traffic it de-risks or lowers the risk of the business and the lower the risk is for the buyer what happens the value goes up. So for those that are listening take a look at it. Take a look at influencer marketing. Hopefully, this episode of the Quiet Light Podcast has helped. Shane, tell the people that are listening how they would reach you if they want to talk to you about consulting or talk about maybe you taking over their influencer marketing campaign. Shane: Yeah so you can reach me at ShaneBarker.com that's S-H-A-N-E-B-A-R-K-E-R.COM and my personal email is shane@shanebarker.com just email me if you have any questions or if you need anything I'm here to help once again. Joe: And if they want to be an influencer themselves they can just head on down to UCLA and take your course right? Shane: Yeah, it's a really cheap course. It's UCLA, I mean it's only one of the top 20 universities in the nation. It's not a problem, just get a little bit of financial aid you'll be fine. Talk to your parents. Joe: You must be doing something right if it took you 10 years to graduate and now you're teaching at UCLA so good for you. Shane: I'll tell you. Thank you so much. Joe: I appreciate your time make sure you give me that link. I'm going to hold you to it. Shane: I'm on it. Joe: All right buddy, talk to you later. Shane: Thanks, Joe bye bye.   Links and Resources: ShaneBarker.com Shane@shanebarker.com Influencer Marketing SaaS: Grin.co Klear.com NeoReach.com

There's loads of podcasts out there, many of which are saying roughly the same thing in their previews. So Shane and Ryan decided to take a little bit different route this year. After covering the latest headlines and games on their radar, they turn their attention to Notre Dame vs. Ball State via the magic of updated 2018 rosters on NCAA '14. If it's in the game, it's in the game...including far too many passes in the rain... If you want to check out the video, be sure to head over to twitch.tv/herloyalsons. --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app --- Send in a voice message: https://anchor.fm/herloyalsons/message Support this podcast: https://anchor.fm/herloyalsons/support

It s not unheard of for us to jump into something with two feet and totally commit to it only to discover some time later that things aren t working out exactly as we planned and we need to take some remedial action. On your wedding day, for example, you don t imagine you re going to find yourself a few years later making an appointment for couples therapy. When you drive off the lot in your fabulous new car, you don t imagine that in a year you re going to be cursing the day you got suckered in to buying it. When you start up a business, you can also find yourself some time down the road at a point you could never have imagined on the day you launched. In a bad marriage you have the option of divorce. The car you hate, you can sell. In business, there s also a single word for making radical change. That word is "pivot." "Pivoting" a business is not an admission of failure. It s an acknowledgement of the difference between a business plan and reality. Aileen s lunch guests have recent experiences in pivoting their businesses. Butch Roussel is the founder of a project called Civicside. Civicside lets citizens use crowdsourcing and crowdfunding which are kind of like online versions of a town hall meeting and bake sale to make local community projects happen in the real world. It s a great idea. And Civicside had its moments. Out of it, Butch has come to realize that the principles of Civicside are best implemented when there s a hard and fast time frame around a community project s creation. That s how Butch has come to pivot Civicside into what is now called The 24 Hour Citizen Project. Shane Istre was CEO and head of Business Development for a company called Kheiron Holdings. Kheiron provided Quality, Health, Safety, and Environmental consulting and training for the Oil and Gas, Pipeline, Marine Vessel, and Construction Industries. One of the facets of this training was the use of simulation in safety and operational training for onshore and offshore personnel. Out of this experience, Shane came to realize that the industry was going in an exciting new direction. One that utilizes artificial intelligence and machine learning to create a kind of parallel universe where businesses can in a way time travel into the future and model possible challenges before they show up in the real world. This technology is called Digital Twin. So Shane has pivoted his company to become a new entity, now called Digital Twin Studios. In business, being able to change with changing times, and being able to adapt to changing markets and demands, is the difference between being left behind in the dust and being out front in the lead. Photos at Cafe Vermilionville by Lucius Fontenot. See omnystudio.com/listener for privacy information.

Injured Firefighter Turned MortgagePreneur Co-Host: Our co-host today was a professional firefighter for 12 years. Shane Kidwell worked at the busiest station on the west coast. While working in his dream job, he was injured and left with chronic back pain. That lifestyle transition helped him realize that he needed something to fall back on. So Shane began working in the mortgage business part-time. Last year he took the leap, retired early from the fire department (at 34 years old) and began his own branch and team. During Shane's first year fully retired, their team did $70,000,000 in production and he made more money in one year doing this than he would have in 8 years as a fireman. Shane is now growing his team locally, as well as nationwide. He has spoken at business seminars and coaching summits for some of the nations top loan officers. Shane also has a 12 part webinar series beginning in September with 4 other high producing loan officer/branch managers. He's been married to a lovely wife Fernanda for 9 years and they have seen 4 of the 7 ancient wonders of the world. Our goal is to see all 7. On This Episode You Will Hear: [spp-timestamp time="00:50"] Introducing Shane. [spp-timestamp time="02:10"] Shane Kidwell joins us. [spp-timestamp time="05:15"] Relating the firefighting lifestyle and its impact on our romantic lives. [spp-timestamp time="06:25"] Marriage takes time and commitment. Talking about the impacts of entrepreneurship and firefighting. At the end of the day, I can always generate more revenue, I can't generate more time. [spp-timestamp time="07:00"] Shane's WHY for his lifestyle change. [spp-timestamp time="09:50"] The Peacockers. [spp-timestamp time="10:10"] Growing up entrepreneurial, going from 7 figures to no figures overnight and his mom not being able to cash a check. [spp-timestamp time="14:30"] Shane will bet you a steak dinner... If you had a struggle today, you can find somebody who has had that exact same struggle, made it through that struggle, and can save you time/money by learning from them. [spp-timestamp time="15:00"] Grant Cardone's 10X Rule. [spp-timestamp time="20:00"] Starting with nothing with Fairway and working as a one-man band. [spp-timestamp time="29:40"] Shane fires his boss. [spp-timestamp time="35:00"] Talking bulletproof coffee in regards to the dairy impact concerns. [spp-timestamp time="40:10"] Empowering People To Be Awesome. Building Systems. Relating to the E-Myth Revisited book. [spp-timestamp time="40:30"] Shane's business DNA is in all of his team. [spp-timestamp time="41:10"] Losing his father when he was 7 and getting inspired to give back in business. The more income we generate, the more we give back. [spp-timestamp time="41:35"] People don't want to work with robots. They don't want to pay robots. They want to work with people they can crack a cold one with! [spp-timestamp time="42:08"] We get more done in 5 days vs what other people do in 7. [spp-timestamp time="52:10"] Connecting for THRIVE: Make Money Matter in Las Vegas this year. #thrivetribe [spp-timestamp time="53:30"] Always Compete by Pete Carroll of the Seahawks. [spp-timestamp time="54:15"] Shane isn't going to change himself to slow down for you, YOU need to pick up the pace! [spp-timestamp time="58:30"] On pace to do $110 Million this year! What's coming next... [spp-timestamp time="59:00"] His new goal for Clean Water in Africa and the time freedom to visit all the wells. [spp-timestamp time="01:03:10"] Bringing back the juice for his team from the THRIVE event. [spp-timestamp time="01:04:30"] Final Words   [spp-tweet tweet="Empowering People To Be Awesome! @SHANEKLOANS "]   [youtube https://www.youtube.com/watch?v=ZprN127ISZQ]   Links and Resources: The Kidwell Team (https://www.kidwellteam.com) Shane Kidwell on LinkedIn...

Shane And Jocelyn Sams On How To Set Up A Recurring Income Business Using Membership Sites Shane and Jocelyn Sam's from flippedlifestyle.com is a couple that I consider good friends of mine because I've been listening to their podcast for so long. Shane and Jocelyn were teachers. Shane was a history teacher and a football coach and Jocelyn, a librarian before they discovered online business and gave it a short. What followed was a lot of action taking, hard work and incredible success online. Shane and Jocelyn built a successful six-figure online business by creating digital information products to help teachers, football coaches, and librarians. Now, once they figured out how to make money online, they started the flippedlifestyle.com site to teach other families to do the same thing, and after incredible success with this, they discovered our common friend, James Schramko, who introduced them to the idea of recurring income. So Shane and Jocelyn have built a successful recurring income business and are here to talk about the power of recurring income.   Share This Episode Click To Tweet Resources Mentioned Click here to download podcast shownotes https://productiveinsights.com/hire https://flippedlifestyle.com/ https://elementarylibrarian.com/ Instagram: @flippedls Twitter: @flippedls Books Mentioned Start with Why: How Great Leaders Inspire Everyone to Take Action - Simon Sinek The Pumpkin Plan: A Simple Strategy to Grow a Remarkable Business in Any Field - Mike Michalowicz The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue - Robbie Kellman Baxter Virtual Freedom: How to Work with Virtual Staff to Buy More Time, Become More Productive, and Build Your Dream Business - Chris Ducker Profit First A Simple System to Transform Your Business from a Cash-Eating Monster to a Money-Making Machine - Mike Michalowicz Related / Mentioned Podcast Episodes: 001. Neil Patel (Kissmetrics Founder) On How To Make Better Decisions Around Client Selection, Branding and Investing 002. James Schramko On How To Use The Recurring Income To Maximise Profit And Fund Your Perfect Lifestyle 039. Podcasting for Entrepreneurs with John Lee Dumas 042. Chris Ducker on The Secret To A 6 Hour Day, A 4 Day Week, & A Multi-Million Dollar Business 043. Membership Economy with Robbie Kellman Baxter 050. James Schramko On Frameworks For Business Profitability And Lifestyle 054. The 3 Keys to Community Building, Authenticity & Long Term Business Success — With Mackenzie Fogelson Key Points (Timestamps) 00:49 — Intro and overview 02:02 — Shane and Jocelyn Sams’ take on the importance of recurring income 03:09 — Hunting vs. Farming, an analogy for the Launch Model vs the Retention Model 04:00 — The incredible insight of Shane & Jocelyn Sams from @flippedls in year 2 of their online business 04:49 — Lumpy income makes your business less saleable. 05:30 — Why @flippedls likes the future Income Report – Infusionsoft 06:28 — Growth rate comparison – Launch Model vs. Recurring Income Model 07:38 — Why your mindset has to change with the recurring revenue mindset 09:09 — How to set up a recurring income business and lessons @flipppedls learned 10:50 — How much content do you need to start a membership site? 11:52 — The surprising truth about @flippedls when they started their membership site 13:10 — A good case study on creating a membership business with @flippedls 14:51 — How many members must you have before you decide to launch your membership forum? 15:23 — How much time do you need to spend in membership forums? 16:58 — How do you grow your #membership forum just after launch? 17:30 — Your #membership forum is only ghost town if you let it be 19:21 — @flipppedls have systems in place to ensure they’re driving content back to forums

In this brand new episode a friend and I go into a deep conversation about hacking your home working environment to experience epic amounts of productivity and mental clarity. Working with distractions around you (including the ones in your head) is a huge pain point for every entrepreneur and in this episode I reveal a few of the strategies personally use to stay productive and clear even while working from home with a 1 & 3 year old. In this episode I'll discuss... How to separate your work and family life... Why meditation is crucial to productivity and life balance... Strange brain hacking tricks to force yourself into flow states in a matter of minutes... And so much more! Resources Mentioned www.JeremyReeves.com/4-Pillars  Brainwave Studio Shane's Website    Want To Work WIth Me? Visit http://www.JeremyReeves.com  or email me at Jeremy@JeremyReeves.com Enjoy! Transcript Hey guys, it's Jeremy here, back with another episode of the Sales Funnel Mastery Podcast. Today, I have a really cool episode for you. Me and one of my buddies, Shane Stone, we're going to be talking about how to be productive with a young family. And I know it's going to resonate with a lot of you that have young families because I get a lot of questions about this, actually. So I think it's going to be a pretty cool episode.  So let me really quick introduce Shane. Shane basically does a lot of the same stuff that I do. he helps his clients set up websites, landing pages, and basically marketing campaigns. And then what he does is work with the inside sales teams of those companies to help them to monetize the leads that he brings in.  So I'm going to let Shane actually elaborate on that a little bit more so you guys know a little bit better about what he does and all that kind of stuff. And then we're going to jump right into it. Again, I think this is going to be pretty cool and even if you don't have kids, you'll probably get something out of this. So Shane, welcome to the show and tell us a little bit about yourself. Shane: Hey Jeremy, thanks. Yeah, this is an interesting subject. Like, I've studied productivity and I have every manual and getting things done and you know, I've tried everything.  As a solo entrepreneur like yourself, I have a team of people that work with me and contractors in such to help facilitate and and get things done a lot quicker but one of the things that being a solo entrepreneur, like, the free time that I have to sit and focus on something.  And I've developed a system in over the last eight years of doing the work that I do. I've developed a good system of working, like how I get everything done, and you know, I've always prided myself on being a lot more successful and a lot more productive than most people. I even tell people like "hey, I get more done in a day than three people would within your company", that was kind of like my pitch that I'm working with if they already have an internal marketing people and salespeople, I'm like, "well, I can kind of do it all", where it takes them a day to go back and forth. So I just had my first job. I'm so excited and so proud to be a dad. Jeremy: Yeah, congratulations, man. It's awesome. Shane: Yeah, I mean, I'm just excited, you know. I hear all of your stories about being a dad, it is really exciting, I didn't know what to expect at all, I've always wanted to be a dad, but it also came with a lot that I didn't know, that I should be looking out for. Like, I kind of pride myself on being able to look out into the future and being able to see what's coming hand that's not what... Jeremy: Yeah, it's definitely not. I actually have a story about that when you're done. Shane: Yeah, so it's kind of like the (00:03:24) behind us. You know like my boy's been home for eight weeks now and a couple weeks ago he goes up at 2 a.m., kind of needing to finish something, like four clients and this requires a lot of thought and I was trying to like, "how do I get all the stuff done and and how do I get my mind into such a place like that? I can't get work done when there are distractions thrown at me. And so I was like, "I gotta email Jeremy and figure something out"  So I am thankful. Like, you're one to take time to answer this and I think it will be beneficial for people too. Jeremy: Yeah, definitely. It's actually really funny, I don't know if you guys can hear in the background as he was just talking, my dogs, I have 2 golden doodles and they're kind of like my office dogs, they started fighting while you were talking, so if you hear any growls, they knocked my space heater over, and I took a toy off them while you were talking so this is a very real situation going on here. But like I said, this is going to be real beneficial to people even if they don't have kids. Like you said, you don't know what distractions are going to happen. So to give a really good example, I think it was yesterday, my wife texted me and she said the toilet won't flush, it was last night, actually. So I go upstairs and she decided to call her brother because he's really good with house stuff, I'm really not that good. I'm good with my mind not with  my fixing abilities. So she calls her brother and she decides she's going to fix herself based on what he told her so I go up there and I walk in the room and the toilet is overflowing because she forgot to turn off the water because she was trying to drain the toilet and forgot to turn off the water valve and she flushed it the one time it overflowed and all that that all happened because my 1-year-old Katie took the toys off my 3-year-old, put them in the bathroom on our first floor hands my 1-year-old decided to go in the bathroom and throw them all in the toilet. So the toilet got clogged. That was last night. And this morning Katie's dad came over to see, because he's also really handy, to help figure out what the problem was. So I actually spent probably roughly a half hour today, carrying the toilet, taking it outside, we got this big odd (00:06:30) kind of shoving it down the whole of the toilet, trying to push this toy out of it because it got clogged in there.  It was actually one of my dog's toys, one of those (00:06:38), those really hard rubber things, so you threw that down there. So it's a good example of of what we're talking about here. You never know when that stuff is going to come up. And it kind of sucked actually because today I finally launched my Facebook campaign for the new coaching program that I'm just starting which I'll end with, you guys can hear about that in a little bit. And I had two really big deadlines today and two phone calls, I just started another revenue share equity partnership kind of thing for a new client that I met. So we're doing that and then also this call. So today's been a little bit nuts. There are a lot of different kind of techniques to make sure that I still get everything done even though stuff like that happens which we'll go over in the podcast. So with that said I know you had a couple of questions for me so I'm just going to let you ask me the questions and then I'll go off based on the question. Shane: Sure. When I sent you the email, I said, the subject to the email was just like (00:07:48), like everything felt like who is piling on and piling on and I can't keep my lists, you know. We have things come up all the time. Now my wife normally works but now she's off on maternity leave so she's home, and how the baby home and have the dog home.  And all those stories. It just seems like everyday, like you just have these little things. You can't ignore those and those are the most priority because I always put family first as I know you do too. So as I was sitting there I was like, "how the heck am I going to get all this stuff done and be able to provide for my family and keep moving all of these projects forward?" So it came down to the one idea like how do I, with all those distractions being thrown at me, how do I keep my mind focused enough to sit down and create magic because that's how I think of copywriting and the work you do. Like you're much better at what you do than I am... Jeremy: Thank you. Shane: Because that's hard work, man. That's a lot of deep thinking to really put yourself into a mindset and be able to speak for another product. So yeah, I was like Jeremy be the perfect person this like how do you, with all these distractions out there, how do you get yourself into a mindset to create magic? Jeremy: There are a lot of things that I've picked up over the years. I would say the first thing is you need something that was separate business from family. I've talked about this a lot. I have a very, very strict set of criteria how I build my business. Increasing revenue and stuff is kind of like a given, like, that's what I want to do every year. Actually, last year I didn't much because that was kind of like in maintaining year to get ready for this year because I'm doubling this year. But I did that very strategically. But that's kind of like always the goal. It's just you always want more but I also do that within very tight parameters. I work for essentially from 6 in the morning until 3:30 in the afternoon every day and that's it.  There certain times like in the last two weeks I've had two projects that got extended by a lot just because of different circumstances that happened but it's very, very, very rare for that to happen. For two projects like that to happen, it's like literally the first time to ever happen to me in my career. And so I've been working a couple nights lately. I might do that maybe five nights a year. So it's a really rare situation but I kind of keep everything in those parameters. You know, in our house, we have a really big house so there's a lot of room hair and the way it's laid out it's really like we're very fortunate for our situation because my wife is home. She actually can't drive because of seizures with epilepsy in everything so our whole family is here all the time. It's me, my wife my, 3-year-old, my 1-year-old. So as you can imagine, there a lot of distractions. When we bought this house, I think it was 3 years ago or 4 years ago, I essentially had the whole downstairs to myself while I'm working. It's like a finished basement. You walk down and there's a playroom.  When you walk down the steps, there's this big open room that we really don't do anything with, and then you take a right, there's a playroom. You go left from the playroom, there's my room. To the right, I'm actually going in a circle here, to the right of my room, is basically an entertainment room, that's my unwinding room.  There's a PlayStation in there, there's a TV in there, I meditate in there, I'm getting a treadmill to put in there, and then beyond that is basically what we call the cold room. It's like a cement room and the others are fridge in there it's kind of like storage and all that. So I've been fortunate that I have an awesome wife that very, very understanding and realizes that I'm the only one working. So I have to get things done. There's no room for me to slack and do all that because I'm the sole income. And we had a lot of conversations about this. We've kind of tweaked it over the years, so you're not going to get perfect from day 1.  But she really understands that during the day while I'm working, she doesn't come down and bother me. If she has questions or whatever, she usually texts me and I get her texts and I write her back or I don't write her back if I'm super busy like in the middle of writing something like that. We have a lot of systems like that where we're basically like she just says, "Okay, you're working, I'm not going to bother you". I work in 50-minute chunks. I work for 50 minutes and then I take a ten-minute break, so she knows, like, typically, if she has any questions, she has to tell me anything, she'll tell me while I go upstairs and take a break. And a lot of times I go up there and make tea and while the water's going, I play with the kids just to kind of like get that mental break from working. So that's one thing. You really have to get your wife to understand that yes, you're in the house but pretend that you're not.  You need that solitude. If you're just doing little stuff, like little tweaks on a page or whatever and it's not really deep thinking, you can have people talk to you and still do it like a mindless activity but if you're being productive, you're not doing that stuff anyway. So if you're doing mind work, whether it's thinking about strategy or some kind of high level thing or you're writing or whatever it is, you really need that solitude. You need quiet. And that's why it's so important if you're in your house, you need it to be separated and if you afford it, it's even better and you want to do it, some people don't want to do it, I wouldn't want to do it. Like, I've thought about getting an office separately and the reason I don't is because my wife with her seizures and everything. I don't want to be not here all day. Because if she ever had one, and fell on the ground, I would hear it from down here and run upstairs. But yeah, you have to have that solitude. Another way, one thing is you're to get those distractions, they're going to happen in your house, at your office, anywhere, it just happens. So you have to be able to segment your mind. Like almost compartmentalize. Let's just say I'm in the middle of writing and something happens. You go upstairs, you come back down to it. You need to be able to get back into the zone quickly. And one of the things I do with that is I, instead of just sitting down and going right back into it, which a lot of times, then you'll check your email then you'll go on Facebook and you really don't do anything productive for around twenty minutes, I sit down and close my eyes and remember what I was doing last and it kind of gets my mind back. It gets the wheels turning, you only have to do this for like thirty seconds.  But it kind of reminds your mind what you were just doing and then you open your eyes and you go back right into it. That helped me. There's different things that you can do. Shane: That's actually an amazing point that I've never thought of before because as you were describing that process of getting up and going upstairs or even if it's just to go grab something to eat real quick then coming back down, the computer just has  hundreds of things that you can (00:16:36 - 00:16:37).  And so even that little piece of sitting down and remembering what you're working on, just thinking about that before you look at the screen again, that's going to be a huge one for me to try out.  Jeremy: Yeah. It really works. Especially when you're a writer, there's so much that relies on you getting into the zone. I was recently talking about this. When you're a writer, you need to get into the zone because that's where your subconscious pours out. That's where you can just sit down and just pound out copy without having a file like your fingers are just going. And I know if people aren't writers they probably have no idea what this means but... Shane: If it's anything, there's like athletes like always talking about being in the zone, like Michael Jordan always used to say it, he's in the zone, he's not really thinking, it's just happening perfectly. Jeremy: And that's the same thing like imagine you're in a bar and they're kind of being aggressive with you and they want to fight you basically. So you're in the bar, there's a big difference, like if you went and got training in Martial Arts, when their shoulder moves, I'm pretty sure if you're into any of this, correct me, I think this is true, I'm not into Martial Arts or anything but I think this is true.  Basically, the shoulders are kind of like the tell-all if they're going to through a punch because their shoulder moves first and their arm kind of follows. So they're trained to look at people's shoulders and if they see shoulders moving, they judge it based on the direction that it's going and that tells them okay, whatever left arm's coming up, right arm's coming up, it's coming straight, it's going out like for a hook or whatever, and that essentially tells them there to put their arm to block it.  And again, if anybody knows this, I think I'm correct on that... Shane: Sounds true... Jeremy, Yeah, sounds true, sounds true. We'll pretend. But if people are trained in that, they don't think. Their subconscious picks up that shoulder movement and boom, their arm goes up. And that's when you see people that somebody's just throwing punches at them and they're blocking everyone, it's because they're not thinking and urged subconscious just reacts. it's just instant. Compared to you've never been in a fight before you don't know how to pick up on punching calls or whatever, you're going to be thinking like "okay, okay, what's he doing? What's he doing? Where's his arm going?" and you're never going to block it because you're in your head too much and you just have to let your subconscious dictate what your body does. And it's the same thing when you're writing and even when you're doing high level of thinking for strategy, you kind of just have to get out of yourself and just kind of like get into your flow state and let your subconscious come out. There are a couple things that I do for that, just so I can put this into a more applicable type of thing. Number one is that try to meditate every day. When I was in college, I got really deep into meditation. I would meditate for like an hour, an hour and a half everyday. I've had all of this really, really crazy spiritual experiences in all that stuff which I won't get into but it's pretty crazy when you really get your mind there. Now I just do like 20 minutes a day or something like that and it's really just, that's also a good way to separate. Like, I usually do it after lunch. So I work, I eat lunch, and then I meditate because after lunch, it's really easy to just kind of like wander off. So that meditation for me is a good separation of the morning and the afternoon.  If I don't do it then, I do it at 2:45 or so, before or 3 o'clock or whatever, before I'm going upstairs to see my kids because then it helps me separate and this is a good one for you, it helps separate business from personal life. You have to have something in the middle there that kind of like signals, okay work is done, now it's personal time. That's something I picked up six months ago.  And it just hit me one day and I've been trying that and that helps a lot. It could be cleaning your office desk, it could be meditating, it could be whatever, doing a set of push-ups before you go upstairs. You just have to have something that says, that tells your mind, it anchors in your mind, okay work it done, now it's personal. Shane: Yeah so, because there's a different cycle, and this is a big point like there was the point in my life when I started being an entreprenuer I wanted to work for myself was the idea. You know I did work when I wanted and play whenever I wanted. So it's kind of in a progression of and you know my girlfriend who is now my wife, so that whole dynamic has changed like the idea of... So it took me a while, because I used to just wake up and work whenever I would work, all of us really cared about working on my business and then it became my wife and now we're having a son. So the separation now is definitely not all there because there's something else that I really care about (00:22:36). Jeremy: Yeah! Yeah! Shane: No, I have this little baby that everyday... He smiled at me this morning... Jeremy: Oh, yeah! It made your day... Yeah, yeah, yeah. I still remember all that stuff, in fact, I'm actually getting tears in my eyes right now just thinking about it and it happened years ago. But yeah, it's pretty crazy, what babies can do to grown men. Shane: I never maybe could be proud of something that hasn't really done anything. Jeremy: Yeah, they kind of just made it, like, they're there. Shane: Like the idea of, when it was just me and my wife, it was the same scenario, we live in like a townhome, like I have my (00:23:26), it's only separated by stairs, there's no door or anything, so she would work, she's an investment banker, so she would work 7 to 7 everyday, so it's very routine, like when she would leave, and I could separate it really easily. Whereas now, like I'm taking the lead shift of feeding and I'm trying to squeeze work in every little spot and try to do it in the way, like, I feel good to be doing the work. Or it's probably a story I'm just telling myself too.  Another question I wanted to ask you about. Like, writing and stuff is really hard for me, do you have like a certain state of mind that you always want to be in or when you talk about meditating too, is there something that you say to yourself to get this kind of started, just to get that mind focused? Jeremy: Yeah, yeah. Yeah, so there are, let me look on my apps real quick, so I use and this is a really, really good one, this really is for anybody who does basically any thinking work, this is awesome, so write these down. These have really helped me over the past probably around like 6 months I've been using these and it's just phenomenal. It does kind of what we were just talking about, it kind of gets you into the state faster and it also keeps you from breaking focus. So I use, I'm on a Mac, by the way, so I use something called 'Brainwave Studio' it's like an app, so it's 'Brainwave Studio', and I have headphones hands I plug the headphones in and they have basically binaural beats, in fact, actually, I think this one, I think these are isochronic which are supposed to be a little bit better than binaural beats. The flow state is basically just a brainwave state. If anybody knows, there's like the beta brainwave state which is like if you can imagine ripples on the water, it's really really ripple-y, like, it's up and down really fast and that's when your energetic, when you're stressed that's when it's in the really high beta range. But healthy beta range is when your energetic and and enthusiastic, you're fully awake, that kind of thing. One step below that is the alpha brainwave state and that's when you were more relaxed. Like, think when you're reading a book. That's basically the alpha brainwave state. And then below that is theta and delta. Theta is when you get into a lot of creativity and Delta is kind of like is kind of like a dreamless state. I won't go in Delta because it's really not applicable for here. But just from my meditation days, if you can be able to get into Delta while you're still conscious, it's awesome. I've done it a couple of times while I was meditating, the things you experience are semi-crazy. So what I do, this brainwave studio, you put your headphones on and it puts these beats into your brain it's kind of like *makes sounds* that kind of sound and that essentially latches onto your own brain waves. Say you're at a 15Hz or whatever and the lower Delta is 1 to 6 or 7 and Theta is 6 or whatever to 9 and then Alpha is 9 to maybe 12 and then above that is Beta. Most people are like 15, 16, just in their normal daily life. So you're there and you start listening to this stuff and there's music and stuff and those beats are there. You don't really hear them that much but you want to be able to hear them just a little bit and it essentially latches onto your brain waves and gets them down to whatever that beat is at. The when I listen to goes between 11and 15 so I was actually a little bit off on the things. When you're normally black kind of conscious I think it's up around 17 or 18, I'm not an expert in this. Shane: Like the idea behind it because every once in awhile like I do something, somewhere to go to sleep. Where my mind if I'm working on something really heavy that I didn't come to a solution before I tried to go to bed, my mind is just kind of racing and so it feels like it's just on a different level of consciousness, trying to just solve the problem that I'm trying to get away from by going to sleep. Jeremy: Yeah, yeah. So basically, what happens when you listen to this stuff, you put yourself into the same brainwave pattern that you can get in a flow state and that kind of like sucks you in. So like, if I'll be here and I'll be on a stressful day or whatever and when I go to write, I put the headphones on and I listen to this thing and it's between whatever Hz.  There's all kinds of different things that you can do, why can't even relaxing before an important event. There's all these things, so it rotates between 7 and 12Hz, relaxing before sleep is 6 to 11hz. There's different ones. I use the one it's called 'Mind Training' and then I use 'Censoring Motor Rhythm Session'. Basically, it quiets down your mind so you get into more of your subconscious, and it helps with concentration so you don't break focus and it takes down any anxiety, stress. So instead of you sitting there, writing and you have all these things going on in your head, you sit down, you write, this stuff kind of takes out all that chattering mind stuff and you're able to just focus and you have one thought and basically that is you writing or whatever you're doing at that moment. So it really just takes all that stuff away. It's kind of like if you're trying to multi task and you were trying to do one thing and with your other hand to you're trying to do three other things, that's how most people work but when you put the stuff on you have both hands you just put that thing away. Shane: You can get it done that much faster and it's all it is. Jeremy: And the app I think it is like $2. It's ridiculous. It's a no-brainer kind of thing. Doing that, I can guarantee you you'll be at least 30% more productive, at least. If not, a lot more than that. Shane: Even the idea that you explained earlier about how to separate the personal from the business is like the simple fact of putting your headphones on. Turning it on is like the exact same trigger that you're saying a love like this is how you get in the zone, it's like if you don't put those headphones on to go up and spend time with your family that's have it funny, you know. So that's interesting in itself right there. Jeremy: Yeah, yeah. There are a lot of things like if you can kind of anchor, there's different things that your mind kind of anchors to and it's like yeah like what you said you put the headphones on and your minds like "okay, it's ready to work" or "okay, I'm ready to work". It's funny I actually had them on the one time my wife came into my office and she looked at me and saw that I had them on and walked right out the door. She didn't even say anything. It actually broke my focus because I started laughing because it was kind of funny because she knows how adamant I am about that. So yeah, that's another thing. Give me another specific problem that you have maybe I'll be able to pull something out. Shane: The one thing in this is like talking to my wife because she's very supportive too and she has her MBA and she understands what it takes to be a business owner and she said to me multiple times when she's been home she's like, "man, I didn't realize how hard it is."  She went to a top 10 MBA school and to have her say "oh my gosh, do you have to do so much to own your own business where you're doing the accounting and everything from the janitor to the CEO (00:32:31) everyday", like, all of that I (00:32:35) my wife that's really supportive helping me through this which is really helpful.  When I was talking to her last night and I had the realization that part of it is my expectations with myself of when I get up. I get up every day, I kind of have certain expectations of what I should be getting done. And if I would wake up and say "I only have one thing that I want to get done", then I would be happy but that's not how I wake up. I wake up and want to change the world every single day. Jeremy: yeah, that's the entrepreneurial curse. I think everybody listening to this can resonate with that. One thing I would say that helps with that, is one of the things that I've done, I actually have in my mind like we're talking about revenue before, I actually know my exact (00:33:37) number that I want to achieve and then once I hit that number, it's a high number but it's achievable, I would say probably the next couple of years, but I actually have an end goal and most people don't have that.  It's just like more money, more money, more money, more money and I think it's hard to find that. The way that I found mine, I actually broke down how much we spend personally and I included taxes, what I make now, taxes I pay now, what we spend personally and then based on that what gets invested, black personal investment, stuff like that. And then I said "okay we're spending X dollars now and basically my perfect life where I can spend basically as much money as I want to on the things that I'm going to." It's basically about double what were spending right now. So I figured from there, okay, so I want to spend that much per money, so that's my personal after tax income that I want to make. So there's that number. Because beyond that, I don't need anything else like I don't need like a 50 foot yacht. I don't even know if that's big. We'll say a hundred foot yacht. I don't need 15 vacation houses you know like I want one. So I know exactly what I want to spend personally and why I want to spend it and exactly what I'm going to spend it on. It might change after my kids grow up and all that. But with kids it's semi-reasonable. So then I looked at what have to make in business net revenue. Okay, show based on that I'm going to pay X dollars in taxes, I want to put X dollars in a charity, I want to save X percent to put into personal investments and then I have what's left over is essentially my personal spending account. So I actually have like that just based on mapping that all out, I actually have an end number. So that has helped me. Just that alone, has clarified everything that I'm doing. Because like you said you you want to change the world, you want to do everything, a lot of that just comes down to the whole entrepreneurial curse, like everybody just wants more, and more, and more, and more but my kind of challenge to you would be why? Why do you want more? Is there something? Is it status? Is it you want more money? And if it is, how much do you want? I would try to figure out that answer because when you get that, and this is fairly recently that I figured this out, by the way. So I'm not coming down on you, whatsoever because... Shane: The revenue part's definitely I know that. Because when I first started in business I go to (00:36:43) seminars, the rah-rah kind where it's like set a goal. The idea between like setting a goal like "Oh, I want to make this much money", is different than like you're explaining it like okay, I want to do this and then what do I have to do every month and what does it look like and break it down to that is great, it's big. The part of me, so that's definitely like a big part, I call that the tangible stuff that I get. I'm a builder by nature. I like building something. I sent to you my email that I'm not really ready to talk about at all but I kept on (00:37:27) last 9 months building it like a software project, like there's part of it too, that's the intangible part that I know if i don't wake up today and work on that, that's never going to be able to make money or somebody might come, so there's just a lot of fear stuff around that too, I guess. So you got any advice, like ideas or experience about that. Like, I always want to wake up and build something too and see this little Lego set that I built, see how cool it looks. Jeremy: Yeah, the thing that I would say about that, and that's another thing, I think it's just an entrepreneurial curse that we all go through including myself. It's basically we want to do everything. We have 10 projects that we want to do, and kind of what a lot pf people do is just say there's five big things that you want to do, what most people do is, okay, I'm going to do a little bit here.  And then the next day, I'm going to work a little bit on this next one, the next day, I'm going to work a little bit on this next one, and then I'm going to work a little bit on the next one and you never really get anywhere because you're poking each one just a little bit.  What I've done that really has helped me, is saying, "okay, here are the top whatever 3, 5, 10, 50 projects that I want to do (we'll just stick with 5). So here are the top big 5 things that I want to do", and then you just have to be really clear about which one's the most important. Me and my wife make decisions like this what I do is I take whatever number I narrow it down to three because that's usually fairly easy and then you look at the three, so it's 1, 2, 3  and you say, "1 or 2? Which one is more important?" and then let's just say you picked 2, and then you say, "okay, 2 and 3, which one is more important?" and then say you picked 2, so then it's "okay, 2" and then you go after that one and it's easier than saying "okay, of these 5 things, which is most important? Like, You have to make a decision, just break it down, chunk by chunk to make that decision, so you just work on one at a time. And it's really scary to do. Even with client projects, I tell clients right up front. I say "listen, there's a chance that you won't hear from me for like a good two weeks," I give them updates along is the way to let them know I'm still alive.  I'm not going to work on your project for one day and then come back 5 days later. I just go 100% focus on one thing at all times and I just dive into it and I might get a big project done in a week vs but they wait a couple weeks and then that one week is 100% focused on that one thing, nothing else and it's done. And if I took the time, let's just say it took 40 hours to do that 40 hour week. So if you were to break that up and do 2 hours here, 2 hours there, 3 hours here, 5 hours there, he would probably end up taking 60 plus hours because it was so scattered. It's really all about focus and attention and just kind of putting... Shane: Sometimes it's the simple things too. I have Bruce Lee posters and stuff all by my desk, it's all like "Remember to focus on the simple things" and just like laser-focus on what I want to get done. Yeah, that's helpful. Even a sort of one week revenue goal that I want to achieve. The next week's like I want to build something and just have something really that will benefit me in the long-term and just provide me short-term benefit. So that's good. Jeremy: Yeah, and one last part of that is figuring out with you're going to focus on, also look at like in your decision-making, keep in mind, like, okay, you have let's just say project 2, that's one you picked and does that project move along some of the other ones organically. So I'm trying to think of something off the top of my head... Shane: It's how they influence each other... Jeremy: Yeah, yeah. You might get, you do 100% of the project and just by doing that, you already have 15 or 20% of another one done. So that's also another way to kind of look at it and just put that into your decision-making. I do that a lot with figuring out strategy for business like where I'm going to get traffic what service I'm going to offer, stuff like that. I look at it that way. I don't want to go into too much because it's actually a new thing that I put into my cooking program. And I go really deep into this and it's ridiculously awesome concept but it's just being able to look at the strategy of your business and the next thing you do. Think about it in terms of how can I do this one thing that sets in motion, gives energy to all these other things. And that by itself is a really good way to improve on productivity because you're working on one saying and moving ahead other things at the same time but yeah that's another thing when is getting more focus. Shane: Gotcha. I have one last question. You deal with clients and people all day, it's like setting expectations for other people because I ran into that myself, I only deal with only 5 clients because I have to work with them ongoing. It's a little different but I'm getting used to it but I know there's a lot of people that do more, one-off. So sometimes I do a lot of one-off things as well. Or with new clients. Just saying those expectations, can you just talk a little bit about how you set those expectations with your clients. Because people these days are kind of getting used to the idea of like "hey, I need to get responded to right now, like, if I'm going to give you money, I want results sooner rather than later." Jeremy: Yeah, yeah. What I usually tell people, i don't give start dates I only give end dates and what I normally do and I'm starting to do more of this as I'm starting to do bigger and more complex sales funnels and stuff like that because it's really, really, really to say "Okay, we're going to be done on x date because when you're building funnels with 175 emails and 4 sales letters and you're doing all the design on each little page and there's 50 pages, it's almost impossible to get it perfectly accurate with deadlines. So what I usually tell people is "I'm not going to give you a start date, I'm not going to really tell you when, exactly what date I'm going to start because I'm dealing with several clients and everybody has their rough deadlines. Every once in a while everybody has a specific deadline if they're doing a product launch that's already in motion or whatever but it's usually like "I need them done as soon as you can" type of situation, So I tell them "there's really no start dates, I'll give you an estimated end date.' For example, the client that I just took on, I told him basically around like somewhere around late March, early April. I try to get it done before the second part, before early April, like, I try to get it done March, and then along the way, like I say "Hey, we just hit this snag, just letting you know, in case that pushes the deadline back a little bit, are you still okay on your end  with the deadline, that's not going to mess anything up for you."  And like there are situations where  you know that I'm dealing with right now, that I've worked it's probably like a solid 5 nights and I think 2 weekend days which is again, amazingly rare for me. But it's because I had 2 big deadlines with clients and I messed something up on my end with just the coordinating and everything and I was like "You know what, I'm going to pound through this, I'm going to get it done for you because I was going to." And I always let them the situation, anybody listening to this knows that I'm all about transparency and it really just comes down to just telling clients, giving them expectations like "This is going to happen, sometimes things happen, if something happens, it's going to push back a deadline, I'll be the first one to tell you about it." Well, I mean I guess I'm the only one that can tell them, "But you know, I'm going to tell you immediately, so we can make sure that it's not ruining anything in your schedule and all that."  You know sometimes if there are any problems along the way and I can tell somebody's annoyed, I typically don't work with the type of people who are like impulsive. As people get to a higher degree of business, success, they typically get to a higher degree of just internal maturity, I guess. Like, I usually don't get too many impulsive kind of crazy people, they're pretty much all level-headed cool people, but I can tell if somebody's annoyed, I bring it up. Like, "Hey, listen just tell me. Did that cause an issue? Here's why it happened." 'll just explain it to them. It doesn't really happen that often but when it does. or if someone says, "Hey, you haven't emailed me back in 3 days, can we communicate better?", I'll write back and be like "Hey, listen I've been like just nose-deep into your project, I got a lot done in the last 3 days. Sometimes I forget to come up for air for a couple of days." Which happens because there are times when I won't check email for like a day or two and it's because I'm in such zone, that I just don't want to think about it, I don't want to get myself out of that zone. So I hope that helps, I know it was kind of like I wrapped around it a little bit. Shane: Yeah, it does. It just kind of like ties in because I like to do that too and part of it with this whole question that  I wanted to ask you about having the distractions around you, I just called my family a distraction... Jeremy: Yeah, they're a good distraction. Shane: A very good distraction but being able to set those expectations for other people too, so even if it's, I just tell them that it's a little bit longer, it might be 6 weeks from now that we're going to have any results and usually I would tell them the 3, now that I have more responsibilities here at home, I just... Jeremy: Yeah, yeah, try not to overcommit, yup. Shane: That's fine and if I get it done in 3 like a normally would, then even better. Jeremy: Yeah, I found that with a lot of people, if you're just transparent with them they're really, I've had some legitimately crazy people that I've works two ways like certifiably insane but it's only like probably two people that I can think of that... Shane: It's probably a whole another podcast... Jeremy: Yeah, like I mean they were certifiable and obviously I don't work with them anymore but for me, for any service-based people out there, if I have a client that I don't like working with them for a project, as soon as that project is done, I actually tell them, "you know, it just didn't work for me, go find somebody else. And I help them, I give them resources, whatever. First of all, it takes a lot I love balls, it took me awhile to get there.  But once you get to its success level where you don't "need" people, then it helps with that kind of stuff and then you can tell people "Listen, this is how I work. If that doesn't work for you, that's fine." And it makes your life easier and I think it's better for everybody when you set the expectations in the beginning. Like I don't have any big, huge list or anything but I kind of just say a couple bullet points both how I work with client's but I mean and this is kind of like 5% of stuff in 95% of cases it all works out fine. But I hope that answers that one. Shane: It does and this has been really helpful like a lot of things you know I send a simple question and such a simple question doesn't really have a simple answer because of so many things involved with it. Jeremy: Yeah and that's why I figured when you sent that out, I was like, "You know what, I have to do a new podcast episode anyway. I'm just going to get you instead of just calling you and talking about it like I email back and forth whenever I'd rather just jump on the phone and do it and I apologize, by the way. I know I've been slacking on my podcast lately, so sorry about that. As I've mentioned the last couple of weeks have been more than insane. Thankfully, my wife is very understanding like I said before but anyway yeah so... Do you have any other questions I can answer? Shane: I think that's all from here. I really appreciate it, though. I learned a lot and I hope... I'm excited to go back and listen to it again and listen to the whole thing and take it all in again. Jeremy: Yeah, I do that a lot when I'm on the phone with people because you really get it all when your on the phone you have to kind of go back and listen to it and I'll put on the podcast, I think you listen, as far as I... If not, you better. Shane: But yeah, I hope that helps. Before we get off, let everybody know if you have any websites or if anybody wants to get in touch with you or whatever, let them do that. Shane: Yeah, my main website is ShaneStone.com just my main blog and anybody who has a sales team, typically 5 to 20 people and they generate all their leads like online, you know I'd be open to talking I don't have too much free time especially with the new baby but after a little while, I'll be kicking the groove again and I'll probably ready to start create my own magic for somebody sales team. Jeremy: Nice, nice. Sounds good. So I would encourage everybody to check out his stuff and before I get off the phone, I'm just go to a super quick plug for myself. So I just launch business, feel free you could shut the podcast off because it wouldn't be for you but unless you want to go to the funnel and just kind of look at. Basically, the beginning of everything, I made a new video and it kind of goes through kind of my whole process and everything that I do when I work with service-based businesses. The video you can see at http://www.jeremyreeves.com/4-Pillars/ and again it takes you bike in the opt in page and all that kind of stuff to put in your email for the video and the video takes you through the process when I work with my coaching clients. Again, this is just for service-based businesses and it's a really good video, by the way. Even if you just want to copy it, I put a lot of thinking time into it so I wouldn't say you're a bad person if you did that.  That's my free gift to you if steal my stuff there's a lot of things that go into that. But yeah even the video itself is very educational and if you think you're a fit, basically I'm looking for somebody that's making at least a $100,000 gross to go through a coaching program and kind of show you how to get clients in get fully booked and stay fully booked at all times and have a more reliable business.  Sales funnels is part of it, it's a good chunk of it, but it's absolutely not the whole thing. I know I'm known as a sales funnel guy you know within sales finals there's so much more. It's not just like throw out the landing page, throw out the sales letter, throw out an upsell. It's really not about that, it gets way, way, way more deep into the actual strategy each individual part of your sales funnel and how your positioning your company and tell you're attracting people and what type of people, all that kind of stuff.  But if you want to see the video, it's at http://www.jeremyreeves.com/4-Pillars/, and will also go there.And with that said, I hope everybody has a good day. Thanks again Shane for coming on and probing me with your questions, they were good ones. I hope it helped everybody. Whether you have kids and to work at your house or you don't, whatever situation you're in, if anybody has any questions, you need like clarification on anything, let me know. One more thing, that Brainwave Studio, that's the app that I use to get into like the flow state and stuff and listen to the binaural beats, I'm on a Mac. I don't know if you have a PC I don't know what would it be, I know its Brainwave Studio on a Mac. There's other ones you can get, there's free ones, there's all kinds of stuff. But just look for a binaural beat program. So with that said, that is the end of today's show and I will be back soon wiz war tips and strategies and stuff on how to build sales funnels and grow your business. I'll talk to you soon. Bye.