Jay Abraham - Strategy & Performance Expert | The Marketing Genius Who Built $50 Billion in Client Revenue

the most precious and limited asset you could get someone to invest in you is their attention first their trust second and their belief with their positive decision i think it's a very change world one of the greatest things you can do for somebody is know how to listen acknowledge and smile most people don't even know how to do that he's been called the billion dollar man and not without reason jay abraham isn't just a marketing expert he's the architect behind the exponential growth of over 10,000 businesses when fortune 500 CEOs hit a ceiling they don't call a consultant they call j 95 percent of all entrepreneurs never reach their goals and the reason is they really don't have they just have their goals i want to make a million dollars or i want to be able to sell it for 20 million dollars most entrepreneurs they struggle non verbally with the wrong question question is am i worthy of this goal when you realize how much more is possible from time investment capital the right question is this goal worthy of me that's a profound conclusion he spent over four decades helping brands uncover profits they didn't even know existed by shifting perspective unlocking leverage and multiplying impact if there's anyone who can turn your one dollar idea into a one hundred million dollar business it's him everybody up to have such favorable predisposition when lose a draw in whatever transaction you have now you don't wait for money to change hands before you start investing in the other side jay if you had to describe what you do for a living how would you describe your work i'll answer you with a qualification i teach people how to shift their positioning from a unique selling one which may or may not be compelling to an advantage which is more compelling to a to a preemptive advantage which is even more compelling to a monopolyptic i can't talk monopolytic one which is very to then shooting for a a exponential game changing one and i always struggle myself when i started it was easy because i was mostly marketing and and advertising and just revenue generation and we used to say that basically he's the ultimate expert at uncovering hidden assets overlook profit opportunities under performing revenue activities under utilized relationships undervalued resources and turning them into significant windfall profits and then converting them to sustainable revenues streams that are perpetual all for almost no investment or risk today i got to think about it but that was a very compelling way it wasn't exactly articulated that way but when everyone heard that it was oh wow i want to know more so if you look back at i mean you've worked with thousands probably tens of thousands of businesses thousands of industries at this point if you look at just paint a picture for how the business landscape in broad strokes has really changed from when you started building businesses and maybe even walk through you know this inflection point in your life that pushed you down the road to want to build scale drive revenue cell but what's changed since when you started well i mean let me clarify are you asking me to tell you a little bit of my origin story a little bit a little bit of the origin story is it's really fascinating in in a in a it initially sad but then a positive way so i got married the first time at 18 i had two kids at 20 no education nobody really cared and i had the needs of somebody about 40 when i was 20 and the only people who would give me any kind of an opportunity were very interesting entrepreneurs who would give me an eat what you kill opportunity meaning there's no salary if you perform kid you can have a piece of the sale or the asset or the deal or the distribution channel if you don't sorry and so i but nobody cared about time it was all result denominator which was a wonderful wonderful formula of attitudinal prejudice that i gained but basically since they didn't care about time i would typically do five or six things concurrently and as luck would have it two different dynamics the first were i was drawn to entrepreneurs that even though they were tough they were either people who had found niches gaps in their market that they were filling or had realized that the the products services that were being provided at the level they were being provided at were not optimal and they were really bringing it to a much higher strata of value to their audience i did not understand it exactly then but through us most as i got that now because i did five or more things concurrently all the time i was lucky as can be because i chose not to ever do them in the same industry where that became just unimaginably valuable was after about 10 different activities in 10 unrelated industries i made a profound realization so as long ago when i started my career that people in one industry do not have a clue Scott how people in another industry think act market strategize source they don't have the same uh business model they're on the same access vehicles they're the same value creation they're on the same process systems and yet you could borrow derivatives of each of them and apply it to industries where everyone is doing the same thing the same way sort of follow the herd and it was explosive and when i made that realization i started looking at the basic commoners drivers to the different industries and then overlaid it to the lack of even understanding or uh comprehending any of those in the industries i've been in i realized urica and i created something called funnel vision vs tunnel vision and i started applying basically basic stuff to industries i was in and i was the one i'd like oh we can't talk and what i man in the land of the blind and it was explosive and that was how i started and then when i realized that i was on i was on a a a tear i wanted to learn everything i could about everything i could about every industry i could so i could integrate it into the fabric of my methodological approach that i had this my my um quiver had so damn many optional arrows that it was no contest that's sort of that that's the origin story no it's a good origin story it's very insightful because i i think even you know i i had a double a dual pronged question there where i was asking the origin story but i was also asking how you've seen things change since your origin story when you work with businesses and there's been a lots has changed but i also think that that wisdom that you had when you were first starting out is not so common still i think there's a lot that we can learn from other industries that we don't live in because we're so myopic and we have blinders on to our own problems and we don't look outside for all these different ideas and sort of like help us grow or help us scale i think i definitely still have that issue today yeah and i'm going to tell you the the the the the point of the point of inflection but i would tell you one more and this is just for for you to build on anyway you want to take this interview so arguably that alone was profound in my career development but what became second uh level of i guess i would call it sort of by turbo profundity was that i got the privilege to help about 300 world class experts over the last 30 or 40 years none of them came to me skyd for help with their methodology they had that knocked they came for help commanding higher and and and more concrete market uh value uh perception they came to me to be able to correlate and and concretize abstract things they came to me with the challenge of how do you translate what i do to how it impacts in a measurable way whether it's revenue or productivity or expense saving or competitive advantage but i had to learn a distilled condensation or i really just a uh short course primer on every one of their methodologies so the knowledge base that i've been able to borrow from between all the experiences and now it's over a thousand industries and all the experts you know that steven cubbies mr cubbies the tonies all these people is already robins and i helped the number and i'm not saying that's not arrogant just clinical i helped the number one expert and six sigma the one number one expert in in theory of constraint the number one guy who came up with process improvement optimization over my career so all that knowledge got compressed and and packed into my brain to access for clients so my worldview is very deep broad and it's very enveloping it's very cat scam like and now as far as the changes you know everything changed probably more so in the last two or three years obviously the internet changed obviously uh people's prejudice was spending most of their life online or on you know social media changed tremendously the fact that everything was public and you could create you could create synthesized expertise and popularity it will change uh and i think that the consumer lost their ability to discriminate and obviously uh you had worldwide competition when i started it was very interesting i was the only person that had helped almost every major influencer in the entrepreneurial sector not not corporate but entrepreneurial and i've made them all very significant amounts of of money and and enhance their success growth and postures so they were always very willing to promote indoors and and advocate my attributes but then when the internet came everybody and their brother could just take anybody's you know anybody's proprietary IP they could ascribe it to themselves they could basically show a picture of themselves you know with their rented jet and their hot 18 year old girlfriends and their rented mansion and and and there was a lot of people that were uh really uh really moved by that sadly there's another side that i think it's a positivity it gave it gave birth to a lot of uh a call qualitative one trick ponies there were never as many specialized experts when i started i've been doing it for a very long time and i'm i'm in awe of the of the niche expertise that people have commanded particularly now that technology allows them to do it and i think also there's a positive in it that now without having to raise a billion dollars and without needing a thousand people you have the ability using technology whether it's AI or some other uh upside leverageable tool or solution to be very competitive without having to have you know a huge facility huge team and and i think that's wonderful but i think the world has changed dramatically the thing that frustrates me is probably the most the most precious and and limit to the asset you could get someone to invest in you is their attention first their trust second and their belief in whatever you are advocating that you're really to be trusted and uh and entrusted with their with their positive decision i think it's a very changed world what is the insight for somebody building a business to understand the current state of the consumer and how to capture them and sell to them properly well and and you've studied some of my work i have so much that it would be um improbable to think you've studied all of it but one of the earliest things that i was fanatical about was something i called the strategy of preeminence i'm telling you this not to go rogue on you but to go right to the answer actually this was this was actually we haven't even gotten into that was the first thing that i was going to go into but then you started to get interesting so then i pushed it back a little bit i think it correlates here so i studied i studied i mean i'm um i'm uh like a closet student of the human condition and so i studied for years as i was doing this you know the people who own pre-emptive and pre-eminent and and i went from from um people that had that had significant um what's the word i would use um they were prominent and then i looked for a pre-emptive and then i looked at pre-eminent and it was a very i believe it or not if you look at gradients and i'm into i studied and i'm not a mathematician but people don't realize this everybody and by the way i'm a poster boy for adult attention deficit and i'm like a net that has had a lobotomy so you'll have to tolerate me going rogue on you and me on myself but i studied uh everyone talks about the 10x moon shot i'm going to get to pre-eminent so just a minute the 10x moon shot uh you know exponential growth and i studied it for a little bit and people don't realize that in math you study math which i didn't i just did some research on it there are five or six gradients that are literally above and beyond uh exponentiation it's called hyper operationalization and it's tetration, hexation, heptation, pentation, octation and and you couldn't even correlate it'd be like to infinity or beyond and the point is you can really take performance so much higher for the same time effort opportunity capital access to the market human capital etc now back to your answer for the consumer i created after studying a lot of people that were operating in this literally pre-eminent world what it was about them that was profoundly different and i'll send you a deck that i did on it because just for yourself you'll love it and you're welcome to share with anybody and it basically had many facets but to give you the short takes about three hours to explain it and it's deep but number one they were seen as the most trusted advisor in the category the only viable solution you could turn to and the reason was they did not give information they did not try to sell they always tried to advise and tell their market what they felt was in the market's best interest irrespective of whether that was in the company's best interest and secondly whether the the whether the consumer purchased what they advised in the in the combination the quality the consistency that they advised they always told what they believed was in the best interest i used to tell story if if you came to Jay Abraham's bottle water shop and water bar and you asked me for one half of a cup of water and i took your money without first verifying that you knew that your body needed seven and a half more of these every day's got for your body to function your cellular a health to be at prime your your creativity to be optimal your digestion or your excretion everything to work for your stability for your stress level and i didn't go out of my way to make sure you knew that irrespective of whether you upped your purchase from me i would be deserving you i'm talking about being preeminent if you came every two days in body glasses but i didn't make sure that somewhere not necessarily me but somewhere you were getting the other eight and didn't go out of my way to make sure you knew what i believe was in your best interest i was stealing from you so the first thing in being preeminent is being seen as the most trusted advisor the only possible source or or or or uh place you could turn to and that is only possible by doing that the next is understanding and putting into words what your target audience wants and doesn't want in ways and it dimensions that no one else has ever articulated and you cannot do that if you don't really go to great depths to understand it and i can tell you later on a way that anybody can do it i call it the mind of the mark and that's another methodology we've produced next is that you basically want to make sure that no matter what business industry you are in you don't fall into the mistake of falling in love with your company fastest growing company ink magazine fortune by a hundred uh uh Russell 1000 or you love your industry or you love your product you want to fall in love with the people you serve and you have three kinds of clients and you want to call them clients because if i call you a customer if you look it up Scott and Webster's dictionary it's somebody who it's somebody who's buying a commodity or a service if i call you a customer but i want to be preeminent what i'm really saying implicitly if not explicitly is i am a marginalized commodity and lucky as heck you're dealing with me and not my competitor or an alternative form if i call you a client if you look it up it's somebody who's under the care the well-being and the protection of another has a fiduciary connotation when i see myself being your most trusted advisor and i see my responsibility and i get that that everybody in the company sees that and we're on a mission and a crusade in behalf of that market of the of the prospective client and we see our role as being integral no matter if we answer the phone get the package to the you know to shipping faster that it all helps achieve our purpose that is very profound the other thing is literally you've got to stop thinking transactionally if i think that i sell water and i don't think about what happens when that water is acquired by you and it's starting to serve your your body then i've marginalized myself a good example and you can you can throw a monkey wrench and stop me because i can go i can go wrong no no i i i i i'll i'm going to i'm going to no go go ahead and tell me the other example and give you a great example and you know this because we talked offline i've had a thousand industries around the world i've helped so i have a lot of of experience in this one time i had the largest first time home builder in all of mexico they had 87 facilities they had 3000 salespeople they were doing billions they were traded on the new york and the mexican stock exchange and they wanted a breakthrough and so i actually flew out there and i i i spent time with not just the sales management with many many many of the salespeople and i asked them what they did and they said we sell first family homes now the first family home market there i don't know if it's still the same because i've been back for three four years the government had a policy that if you work for a legitimate company that pay taxes they would make your down payment and they would then structure your mortgage payments to conform with your income so you could afford a beautiful home in a brand new development with security walls with with all kinds of wonderful facilities pools etc uh it was in wonderful new areas where there were there were dedicated teachers now put that in the band so these people said we sell new we sell first time homes i said well what happens when somebody buys a first time home nobody asked them i said let's look at it first of all a couple that normally had only two options they would live in a terrible area in an apartment where it was very non conducive for a good environment for the wife it was non conducive and a good environment for the kids and and the husband would have a lot of pride or they'd live with the parents who would micromanage the family it would be just terrible on the relationship between husband wife parenting etc because the grandparents would try to parent uh you know both the the husband or wife where their child was and the kid when they get into a new development first of all this pride of ownership it's a beautiful home the husband feels like his work has produced something he works harder is more exciting gets promotions makes more the wife hangs out with quality people so do the kids their success probability is enhanced dramatically the teachers are young and still want to teach they're not jaded and calcified about the whole process more importantly they are building an asset that will give them security for the rest of their life if they can't afford it they can rent it and get somebody else to pay for it for them if they get it paid off and their parents die and they inherit the house now they've got an asset that will give them a higher quality of retirement or living or it'll pay for their children to have the education of a lifetime anywhere they want and went through all these things there's a lot more and I said no you don't just sell first time homes you transform entire family lives and every morning we started our day saying how many lives are we going to transform today and it was game changing using the positive aspect I'm just giving you a few examples of that I was going to say I was going to say a lot of this strategy hinges on you challenging the customers perception you you challenge their world view to a degree so that that places you in a position of trust because a lot if a company is just transactional then they're just accepting what the customer wants and that's and they're they're going to sell it to them but this preeminent strategy seems to challenge so that you are not only just understanding what your customer wants you're also trying to get them to see the world through a different lens and then that would be your that would be your company do that is that it's it's it's a duality it's trying to see your business through a different lens but it's also trying to have people see you in contrast to everyone else if you think about it's divide and conquer there's everyone else and then there's you and and you know we've got I mean I'm talking about something that's very sophisticated when you execute it but that's only one of about 97 methodologies we've given but but what we try to do whenever there's a lot of competitive landscape and we're trying to get someone to be very preemptive when people challenge them about somebody else we we don't say oh uh Scott is a is a wretched swine and he's a he's disgusting he's he's his stuff is crap instead we always say look there are a lot of very quality people in our industry and we know all the the good guys and women and and they work very hard and their products are very good and their people are very dedicated and they they give a good value and then we add that we that we're the penny drops are the brick drops for what they do but we don't even play in that world we operate in our relationship with you and and how we engineer our products or our services and what we're committed to deliver and how we go above and beyond the the you know the expectations and how we basically design everything as if it was for ourselves in a much higher strata so we don't even we don't see ourselves even be compared and you do things that are very different than most people would if you're competing today's episode is brought to you by Vanta now listen up this matters for your business and today's digital landscape security isn't optional it's essential without it deal stall sales cycle stretch on and scaling becomes very difficult now why because investors customers and partners all expect businesses to demonstrate strong security practices before they commit if you can't prove trust you lose opportunities so whether you're a startup founder trying to land that first big client or an established company scaling your security program Vanta helps businesses of all sizes prove that they're trustworthy by automating compliance across 35 frameworks like sock to ISO 27001 and hip up the exact certifications your prospects are demanding here's why you need to pay attention Vanta gives you back precious time that you're currently wasting on compliance their platform automates up to 90% of the tedious compliance work it helps you respond to those endless security questionnaires at the five times faster and it connects you with experts to get your security program running immediately the results speak for themselves a recent IDC report found that Vanta customers achieve over 535,000 dollars per year in benefits and the platform pays for itself in just three months so you're going to join over 10,000 global companies like Atlassian, Korra and Factory who use Vanta to manage risk and prove security in real time and don't miss this for a limited time only my listeners can get a thousand dollars off Vanta that's real money backing your pocket visit vanta.com slash Scott right now before the software expires that is v-a-n-t-a.com slash Scott. Prolon is a success story partner now long weeks and busy weekends can leave everybody feeling depressed and tired we work non-stop and that's why I love Prolon's 5-day fasting mimicking diet I absolutely love this company let me explain how it works basically they have a fasting mimicking diet that rejuvenates you from the inside out it delivers plant-based soups snacks and drinks to keep your body in a fasting state while giving you the nutrition you need and when your body's in a fasting state this triggers cellular renewal and it actually works this is why I've loved intermittent fasting for so many years this is the magic of Prolon and the exciting news is they just launched their next gen 5-day program it has all the benefits they had before but now they have 100% organic ingredients in all their foods better taste and ready-to-eat meals they make the whole process easier I tried the original Prolon program I feel incredible whenever I do it I personally can't wait to try this new and improved version and if you've never tried them before you're in for a treat because the old one was great I can't even imagine how good this new Prolon 5-day program is going to be and for a limited time Prolon is offering success story listeners you guys 15% off site-wide plus a $40 bonus gift when you subscribe to their 5-day programs just go to prolonlife.com slash clary to get your 15% discount and your bonus gift prolonlife.com slash clary what would you say would be the best example you've seen of somebody establishing pre-eminent so an entrepreneur who's listening to this is trying to think about okay so how do I do this with my business what's a good role model it's and I wish I had my old deck because I have a list of of 30 companies that go right to but if you think about it well if in there I don't know if oh crime who's what's the shoe company that any died but it's the shoe company that the gentleman that died Tony Shay started you know if they didn't have what you wanted they would find it for you and tell you where to get it the old I don't know if Ritz Carlton still does it this way because I very rarely stay there but they would do anything you need it way beyond the level it's people willing to stand out in service to you in ways they know matter that nobody else is it's not just willing to do but but perceptive perceptivity or whatever the word is enough to really see that that is a profound impact I've got a list of them and I'm sorry I've got so many things I talk about that I've built no no no I all five is looking up I'm trying to find a if you look we have something on preeminence and if you look at it it's in two or three decks I gave you and and the one that's in if I gave you a deck on the seven on the seven steps to creating wealth business wealth without risk it's got about it's got about 10 or 12 examples that are so screamingly evident that you see it and you go wow and the only reason I apologize to your viewer list it was it was Zappos by the way it was Zappos yeah but I mean if you if you wanted something and they didn't have it instead of saying oh we don't sell that thank you for calling they would say let us find out who does for you and let us give you a link to their to their site I mean they would do they they were preeminent because they were committed to the betterment the well-being of the client one of the things that I didn't say this is is I'll tell you what I be I will not let you buy more than you should in more quality quantity consisted in and you should I won't let you buy less I won't let you buy just so I can make a profit and when you shift your mindset and your whole team is on this mission and crusade and they're not transactional they are living by the way you're living with the mindset of knowing what your product or service deployed in somebody's life or business is like and you can take this very sophisticated but you can take it down to a an ice cream vendor in central park who who has gone out of his way to have the most delicious ice cream and cones and he knows or she knows that for 20 minutes in somebody's very stressful adult life they give an environment that's safe and it's it's reminiscent of a time that was that was the joyous stress-free easy and they give that person a chance to have a great experience and they smile one of the greatest things you can do for somebody is know how to listen acknowledge and smile and most people don't even know how to do that it's it's very basic stuff but I think we get so caught up in pursuing metrics and numbers and KPIs that we forget at the end of the day who we're really serving so I've studied this I mean I've studied too many things for my own good but one of the things I look at is there's there's KPIs and there's APIs KPIs are the five or six factors everybody looks at APIs are all the nuclear interrelated factors impact points leverage factors that exist and connect an activity and if you understand them each of those can be improved increased multiplied and most people don't even look at it you know and it doesn't start at the beginning it starts before the first mile it continues after the first the last mile and it's the average company if you just look at revenue system has something like between a low of 11 and a high of 51 interrelated impact factors nobody really measures recognizes or tries to improve and we were talking earlier that I understand a duality of and I'm not saying this to be cool I've just been exposed to so many broader thinkers that if I didn't retain a little of their their their profound knowledge I'd be dumb but but most people don't even think about any of these things but there's all kinds of of ways that you can multiply the performance of a revenue system or a team or salespeople that nobody teaches and and it's almost a tragic because you ask me why I got into this after I stopped going back in time to my origin I'm not trying to usurp you I'm just giving you a deferred answer so after a while I hurt for entrepreneurs and CEOs who were working their heart out and accepting a fraction of a fraction of the impact the the result the contribution the you know the the success that the effort the opportunity the resources the capital the team they were deploying could produce because they were living in what I'll call a very very linear wedded to tradition type of an incremental world and I started trying to create what I'd I now call an exponential entrepreneur who basically understands that you can work on the geometry of your business and you have an almost unimaginable spectrum of leverage points that you can improve safely quickly easily and they when they when they work together it's very explosive and I'm sorry I went on a tangent no no of course no no problem because I know you've spoken about like geometric versus linear growth and I know that this is some of the sort of the key pieces to your work where you found that entrepreneurs were basically unlocking less than 10 percent of their total opportunity in their business where do you think where do you think the biggest blind spots are for entrepreneurs in their business well I mean I'll tell you what I have found so everybody teaches you to go we talked about this everyone's a 10x exponential moonshot play but what they don't really tell you is in order to do that here's what you have to do usually it's got to be driven by sophisticated technology if it's not something you're really aware of you're going to have to find all the experts who understand the combined parts of that you're going to have to pay them a very very significant retainer you're going to then have to allocate a lot of time and money to support teams to do it you're going to have to choose the application and be lucky as heck if you are right concurrently you're going to have to keep your regular business going it's going to be like building your own custom homescott it's going to take longer costs more than you can possibly think and it probably isn't going to work the way you want and you're going to have to fund it one of three ways taking it out of cash flow which will constrain your regular business borrowing which will constrain your cash flow or diluting which will constrain the independence you want for your business because you don't want to dilute until you've got an asset that's blown up so that the multiple is going to be there if you instead realize that within any business there are multiple leverage points that you can increase an impact and multiply usually for zero additional investment or risk and each one gives you performance enhancement which translates to newfound cash flow and revenue that could be used down the pike to fund this this revenue everyone wants a 10x revenue whereas it's so much easier to get a 10x bottom line and it's more safe and I don't know if I answered the question or not because I was on a role but I'm I'm wondering if you want to re-ask it if I didn't really address it correctly well I mean you're so you're so what I was looking for it yeah so you're highlighting okay obviously it's hard you want go ahead yeah so the first thing is and again I'm going back to my earliest stages is not profoundly new but I first of all realize you could work on the geometry of a business and if you did that the results were that were outsized you know to the you know to the 10th or 20th power so the first thing is I created something called the three ways to grow a business most people think there must be a myriad of ways so there's only really three major in three advance the three major are you increase the number of buyers you increase ethically it's got to be ethically the size of the transaction and thus the profit each transaction produces and third you increase the frequency or the utility frequency means if you have a highly recurring purchase product or service you make sure people buy it for the longest retention period possible if you have many you make sure that ethically always ethically you cross over and get them to buy as many products as often as practical if you have only one product or service you see what kind of ethical increased utility value you can gain from what I call sunk cost investments sunk cost investments are by prospects that didn't buy your product sunk cost investments are people who bought one thing and could be buying that one thing frequently are many things sunk cost investment are people who bought everything sunk cost investments are variations that exist in revenue generating like sales people and I have a story on that if you want to go there that'll blow your mind but I mean there's just things like that so the first thing is the three ways then if you get that far you do the advanced three ways and that's really simple the advanced three ways are you penetrate a new marketer niche every year you next you acquire a product or service every year and why do you want to do that well if you have a very expensive product or service Scott and you acquire a modest one it's easier to start a relationship than to spend 10,000 if I can spend you know $25 or $100 or you acquire a product you can package with your normal product or service which may not double your average sale but might triple the profit that sale produces or if you acquire an expensive product or service you put it on the end and that could double or redouble your your LTV and why do you want that because in the competitive world you want to have the maximum competitive ethical advantage if you don't have a patent advantage if you don't have an exclusivity advantage if you have double or triple the profit from a typical client or buyer you have much more what is called allowable investment cost to invest not spend to bring in the first sale you could maybe invest twice what what I could you can invest bonuses you can invest in more commission you can invest in developing more distribution so though that's first thing the second thing you do it's very simple too it's called a a power parathon on geometric growth if I had all of your viewers in a room right now and I asked to people to stand when they basically heard a certain kind of a selling or revenue generating approach that they basically did almost exclusively you get all of all of a play some would be sales for some would be webinars some would be retail some would be trade shows so it doesn't matter some would be obviously social media and you'd ask them how much that generated of their business it's normally 80 to 100 percent but if you ask somebody where 80 to 100 percent comes from one thing and you've just identified 10 other ways that if they just added 10 percent oh I didn't do this pardon me back to the three ways I have a and I'll give you any of this you can put up freely on your site for people if you just increase those three categories the main ones the number of buyers the number the the the the size of the sale and the frequency or utility of purchase 10 percent in three ways it's not 10 percent this is where geometry comes in it's 33 and a third percent if you double those three numbers it's 800 percent that's where geometry comes in but you can apply geometry all the way through the first is the three ways the next and by the way I have about 20 ways in each category that you can do it and they're not that hard but most people aren't taught to do that they're not thinking outside the box very basically they're not thinking outside the box they're so set right yeah so then you do what I call a a powered parthenon you and I call that because I start with what's called a diving board sounds very simplistic think about a diving board in your mind the board is revenue the support beam is the one primary source you're getting it from if anything happens COVID you can't call on people Apple changes their their algorithm or or or or or matter changes their algorithms a platform gets saturated a new when comes up anything happens you're screwed but if you have eight other pillars that are each adding 10 15 percent more revenue than your main source it's not eight or 10 it's 10 times 10 times 10 times 10 and it gets off the chart and then I take I'll take it to sublime a bunch of smaller entrepreneurs and actually some larger ones get as much as a hundred percent 20 to a hundred percent of their business from word-of-mouth or referrals and when I used to do seminars I don't do them anymore when I used to do that might have everybody stand up if they got at least 20 to a hundred percent of their revenue from referrals and we go around the room and say tell me the percentage and tell me the numbers will be out of the chart 30 percent 200,000 50 percent 5 million 100 percent 20 million then I'd say remain standing only if you you have in place right now at least one formalized systematized continually adhered to referral generating strategy that you and your team always follow 95 percent sit down I'd say okay we range to have you have to 95 percent of the 5 percent sit down three they all sit down we have 125 because I've been able to look at so many industries that really think differently but I'm going through but you change you then after you've done the power parthenon all this is working on geometry safely easily most of it can be done with very little investment very little risk and it can be they ROI can be unimaginable then you do what's called that I call them the nine drivers of expan entry growth small shifts have big outcomes change your strategy change your results a lot of smaller SMB businesses their strategies to be tactical change your marketing there's a bunch of ways to do you change your results change your business model you change your results change your distribution channels you change your results change how you use capital or the equivalent there's all kinds of equivalents that could take a long time to explain it you change your results change how you use relationships you change your results almost nobody realizes that literally you can double redouble and redouble a business not overnight but almost overnight by setting up strategic alliances partnerships joint ventures endorsement deals recommender provider status co branding and network networking referral networks excuse me if you look at the data it's very fascinating two thousand of the top corporations in the United States right now get 20% of their revenue but the real kicker here is 40% of their profit from partnerships uh Microsoft gets $32 million a billion dollars from in their biggest division from partnerships uh uh uh KPMG one of the companies spent eight billion buying a company just because it had great partnerships uh i mean i get stories go over it but there's there's some companies that don't even sell direct to customer their entire businesses partnerships that's right and and most companies see i mean i do a lot of work in israel and they're the most brilliant technological people but and i saved to their face and there was an article in their Wall Street Journal that interviewed me on this their tactical as could be they don't really understand strategy understand partnering they want to go alone which is the hardest slowest most expensive i was in the seminar business when i was about your age i'm a lot older now we did two hundred and fifty million dollars a quarter billion dollars of seminars on a worldwide basis and my out of pocket initially was three hundred thousand dollars i got every financial newsletter to promote me i got every investment seminar company promote me i got success magazine to promote me i got entrepreneur to promote me i got all the inflites to promote me on a revenue sharing basis i i had the number one uh uh event organizer in uk promote me in hamsterdam promote me in japan promote me before relationships strained in china in in singapore in malaysia in italy and i had no risk at all i just shared revenue with them and they put the full force of their distribution their assets their their uh their clientele their reach their their overhead at my disposal i use an analogy if you want to think about uh partnerships because pretty interesting you understand what assets under management means right and any of any an investment would know that well if you maximize your ability to really develop partnership relationships you can control other people's assets under management that could be literally as much as a billion dollars for no investment or risk and the yield you get off of it is a lot more than 15 or 20 percent because they're paying you know millions of dollars and rent and payroll and research and technology and they've spent millions or hundreds of millions on advertising and you get to harness all of that for nothing but a share of the results that occur and that's not even the bonus the bonus is when they promote to their whole database even though you get direct business you're getting highly credible brand building for nothing i can go on but i mean i got lots of ways does that answer the question it does i think that the bigger question is why do so many entrepreneurs get stuck in this linear thinking model because everything you're saying i agree with it makes so much sense but like you said the majority the people that you probably see do it the most expensive the hardest the most friction possible i feel like that's the default too far too too full uh because i think that that super logical thinking isn't that easy but i'll give you a couple simple examples of it to show you how to motivate people i think that they again status quo follow the herd linear thinking i'm going to do what you do and i think trying things differently if you have an infrastructure that is rigid is very hard i'm attracted to i mean i am attractive to all kinds of people but when they're left to their own devices that i don't really help them they don't do much of anything with it because they get sucked into status quo but but um i was going to give you a great example so let me give you simplistic so i've held lots of highest performing companies and lots of industries one of them is the number one Honda Accura dealer in the United States and maybe the the the country i mean the world and he basically came to a couple of my programs and he realized that the best place to access uh deals is in service because people are there with a car and it's got one of two two things it's either a great vintage and great shape uh way beyond their their normal and they can offer them a great trade for it against something else or it turns out to cost so much that when they when they get the bill they're freaked out and they can get them out of the bill without paying it and and just by by something i shared with them in a q&a section he set up an entire sales department in service and now he brings it over a million dollars of gross profit to the bottom line just in service itself one of his colleagues uh i did something with and he ran at the time the number one Mercedes dealership for profit in in the uh the United States it was in San Jose where all the technology companies are they sold to auto nation but before that he he realized something when he went home he'd never analyze performance of his finance and insurance a department uh F&I is where they make more profit than selling you buy your car sky you think everything's good then you go to F&I and somehow you walk away with 20 years of protection on your tires and you'll never have to wax again and uh and you know it and you're if anything happens to your repository they'll repair it free and all kinds of things well that adds more profit than sales but he never looked at performance it turns out he had two people in in finance wondering the day and one evenings and weekends the daytime person was averaging $1800 of gross profit contribution and the evening was adding 2500 but the evening person was only getting access to 35% of the deals just by changing the schedule they made another $200,000 a year I mean it's it's very every month excuse me a month it's very interesting and and I'll tell you the the greatest story because I love this story I've got many stories and they're all real and from you know my very long experience but years ago I used to go to China I don't anymore because there's the relationships don't justify it but there was a young man that came to one of my programs and it was Q&A after we did it and he asked a very profound question he said what do you do if you're too small in the bank won't lend you money to grow I'd say we'll tell me more and he said I'm a small local motorcycle manufacturer now only in China where you can have a hundred million population city would you be a local motorcycle manufacturer but he said if I had the money I'd go all over Asia I'd set up a factory I'd open offices in all the countries I recruit dealers I would sell motorcycles everywhere and I said okay well what's the problem he thought I was being flipped and and mean he said I toyed it won't get me money to grow I said you don't need money and this was very profound I said your problem is always going to be the solution to someone else's biggest problem or undervalued opportunity they just may not know it you have to find them and show them and I said go all over Asia and find somebody in a in a not competitive but a complimentary business that has huge factory they're not using already has offices has sales we have dealers but isn't optimizing it and they can deal with them and I gave more context in that and I came back about 15 or 18 months later and this guy comes back to the Mike and another program and he's smiling like the Cheshire cat and I said what did you do he said I do what you said I went all over Asia when I got to Malaysia to Kuala Lumpur I found Asia's largest lawnmower manufacturer they had a mass in factory they were under utilizing second shift they had offices in ten countries they had a hundred salespeople and thousands of dealers we made a deal where all I had to do was bring the tool and dies that are the forms that make the parts and assemblies to create a product I had to teach people in the factory how to do it he had the factory he provided everything I had to teach the salespeople in all the countries how to recruit dealers and teach the dealers how to merchandise and sell motorcycles and he said in our first full year of operation we both made twenty million dollars in that profit I mean there's so much but it's you've got to learn to think differently than everybody else you compete against I just want to take a second and thank cornbread ham for supporting today's episode now cornbread ham CBD gummies have been this really nice addition to my wellness toolkit I don't use them every day just when I want to win wine after those extra busy weeks but they're perfect for those moments when you want to take the edge off and just find your balance really just shut off from work or make some special is how cornbread ham crafts them they only use a flower of USDA organic ham plants that's the best part for the purest most potent experience no fillers no artificial fluff just clean full spectrum goodness and delicious watermelon berry and peach flavor I keep them in my nice stand for those moments when I just need a little extra help relaxing and I love how transparent they are too every batch is third party lab tests it's you know exactly what you're getting and they put together a special offer for all success story podcast listeners all listeners can save 30% off their first order just head to cornbread ham dot com slash success and use code success a check out that's cornbread ham dot com slash success code success for 30% off your first order of these amazing gummies fresh books is supporting today's episode and if you've ever wondered how successful entrepreneurs stay on top of their finances while growing their business the answer is fresh books the numbers don't lie over 30 million people have chosen fresh books processing more than 60 billion in invoices and saving an incredible 192 hours every year on accounting tasks think about it that's nearly eight full days you can get back to focus on what really matters growing your business fresh books is more than just accounting software it's your all-in-one financial command center create professional estimates track time automatically bill clients and capture expenses on the go plus it integrates seamlessly with over 100 business tools you already use all backed by award-winning customer service you're ready to stop drowning in receipts and you're ready to stop chasing down payments here's what I want you to do head over to freshbooks dot com to start your 30 day free trial no credit card required and for all you success story listeners out there I've got something special get an exclusive 60% off for six months when you visit fresh books dot com slash pricing dash transform your business with fresh books today that's fresh books dot com slash pricing dash offer for 60% off what would be the advice for somebody to land some of these deals or look for the best points of leverage that they can take their business across realize this is only one what little tangential area of my body of work but I'll be happy to answer it you start by saying who else sells something okay what else do people buy before during after and instead why instead because if you spent the money let's say that you had scots weight loss supplement company okay and you spent the money with advertising or trade shows to get a lot of prospects but you only got a fraction that bought everyone of those prospects is going to still be seeking some way to lose weight or to get healthier fit if you partnered and you could do two ways a two way valve you partner with other people that have alternative ways whether it's equipment whether it's it's online virtual training whether it's whether it's portion control food then you're basically just optimizing the sunk cost investment or you bring those to your audience because most people in this hypothetical who would take a supplement do it for three or four months they don't change their nutrition you know change their exercise they're still fat looking for a new drug and they go somewhere else and somewhere else you can optimize that who's already selling whatever people buy before during after instead the next is who is already selling or impacting or has the trust of the same decision maker so if you just ask those questions what else do they buy what else who do they else do they turn to that answer will give you more deal possibilities and then you give you have to be a little more enlightened because you can go external internal or both external means you take your company's product of service to all kinds of other collaborations that have access to the audience you want internal means you take all kinds of other product services to your audience because you have a sunk cost in that relationship you perform due diligence you make sure it's it's qualitatively up to the you know the ethical and the and the qualitative criteria you want and you introduce that and I've I've transformed people's people's business a good example years and years ago and I'm going back in time I had the first company in Australia that had that sold CRM systems and it was very early and they were very expensive and they were spending $100,000 literally on trade advertising and they were getting about a thousand leads and they were closing 3% but it was a very expensive system so it was profitable enough they just kept on that kind of a treadmill and I said well look you're wasting $97,000 of your $100,000 investment every month on people that don't buy and I said it's not a sexy proposition so most probably a lot of the people that don't buy really want the benefit it's just yours is too expensive or too many bells and whistles or not good financing or too technical whatever it is why don't we find a lesser entry-level company that has a good product but can't market where the darn doesn't have the budget get either the rights to it or are a private label and give them a royalty and make that our down sell we did and they started making many many times more from the people they originally did not sell than from the ones they originally sold and the ones they originally sold became old profit it's just thinking differently Scott yeah and it's also again it's choosing the path of of least resistance because I think that people business owners they always feel like they have to innovate and come up with new products products it serve your audience are already out there and I think that's probably one of the look again just mindset shifts if people can wrap their head around that to your point it's it's geometric growth it's it's it's a hugely leverageable asset as opposed to this linear growth that everybody sort of pursues good no I'm just going to say that if you take the one of the things that I try to get people to do is realize there's so many realities going on in your life anybody that's listening unless they're living in a cave have traveled somewhat they've traveled outside their city they've traveled outside their state maybe they've traveled outside of their continent and each time you do it you see an enormous spectrum of things that are not that are not similar here you see different topography geography religion food climate religious moors or lack and it expands your worldview you need to do that in business you need to travel constantly outside of what you do when we did seminars this was fascinating we would have a thousand people for five days so I would go to the bookstores when we had bookstores and buy as many non nonfiction books and magazines as I could and I would figure out after two or three days what rocked you so I'll ask you a question do you have a hobby Scott I like Jimmy I like I like playing hockey that's I've always enjoyed that if you said that to me at this in this scenario I would give you a book or a magazine on either cake decorating or micro or macromay and I make you read two chapters or two articles and come back two hours later and find one insight that you'd never thought of that had adaptability to your business and everybody did that but most people that they they are self contained and constrained by only wanting to to live in the world they live in and dis acknowledging that that's only one little microcosm of the world as it exists and the more you learn at a level that your competitors don't the more I mean see I believe that people accept if it's fascinating people think they have no control on a lot of variables we talked earlier it's a longer story I can show anybody have they're going to sell their business how to how to multiply the multiple it'll be sold for at the at the end of a period of time but most people don't think they have control of anything you have so much more control because most people accept business being an equal playing field if you if you refuse to do that and you say I want to have every ethical advantage I can I'll give you one more perspective here I'm going to have an ADD intervention on myself in a minute but there is a fallacy Scott in the belief that best practices is something that is great it it's very good but let me tell you what happens if you're one of the first people early in the game to gain a best practice advantage that lasts for a few weeks months until everybody gets it everyone does it then if everyone's doing it's not a best practice it's a standard operating procedure and gives you no advantage although it could give you you know greater cost or quality and that gets passed on or not but everyone's doing it so it gives you no advantage if you understand things nobody else does and you had a harness capitalized on them that's advantage and you don't have to play the game of competitive business on an equal playing field but I think most people their idea of competing is more grit or more or money thrown at it we talked about geometric grows we've talked about sort of business optimization pre-eminence these are ideas that you've had for for years and years now these have been what interests you now with business you spoke about increasing valuation multiples there's a couple different things that are sort of newer we have a brand new thesis that I've been working on for the last couple of months I've done research on it a lot and I'm caught it's got I haven't said I mean I I work on things for a long time for I figure it all out but what I'm calling it binary breakthrough exponential business growth and the summary is it's it's the ultimate hyper growth business playbook and it's a it's a dual it's a dual track way to Mac to blow up any business safely it starts with the first the first level and it basically says you identify all the the leverage points in your business and there I focus on revenue generation but it has total application operations and distribution and all the other things and you basically commit to increase every one of them improve every one of them a mere 10 to 15 percent because just by doing all of them not a few of them but all of them in first of all you can't do all of them if you don't recognize as I said the nuclear interrelated OPIs which are the overlook performance indicators not just the KPIs then that alone will give you exponential growth and that exponential growth is so safe and so uh it's so result certain not possible or probable but certain and now you've got the the the watch has that you don't have to divert from cash low or borrowing to do what I call the big idea game changing shifts that either bring a new a new way of doing something to your market or an extended version of doing it I mean I'll give you and by the way I'll give you a very fascinating jaber him in is him here everyone talks about innovation but they they tend to define it in terms of technological drivers you need AI you need that and it's wonderful I mean I use chat GPT nowhere close to what I could because I'm not a very sophisticated technological person but all innovation really needs to be is the ability to bring greater value benefit advantage protection enhancement or enrichment or entertainment to a market in a way that they perceive it they see the just the decisive difference between what you're offering them and everyone else and they want to take advantage of it I mean we have a uh just an example I have a a immigration attorney in uh Florida that we doubled them from 10 million to 20 million in one year by just being more innovative in in friction point sensitivity of their audience most of their audience have them don't have cars half of them have big families they can't come during the day because they're you know they're working like mad trying to make a living whether you like uh you know immigrants in need green cards are not it's a niche and if you want to bring them uh an innovative advantage we started picking them up and and uh taking them home after hours we started having classes for their kids we did we started teaching their kids English we made weekends and Sundays available we fed them and we did things that were very non-technological but we doubled our our value and our our revenue so I mean it's just all kinds of ways you can take this up and down that the uh the arc of sophistication it still works what do you think blinds business leaders to those opportunities for growth in their own business uh part of it is what we talked about in the beginning there is a there is a particularly the right word I want to say dirt that may not be the right word there's such an over abundance of one trick pony experts who are almost screaming that they're one tactical enhancement is going to transform a business that I think people buy into it I tend to be more holistic and want to basically work on the whole system just like if you say I want to keep your body going well if I mean they're specialists and that's what they are but if you wanted to really go you start by having uh you know your GP basically he or she studies every system that interrelates your respiratory system your neurological system your your gastronomical system your you know all the systems and I don't think most people I mean big corporations do it but entrepreneurs which are really I tend to concentrate on very low five or 10 million and very high a hundred and 150 I don't do big corporations because I'm not I I'm not good in in a in a board room or with with the very structured type of a market but when entrepreneurs who are the decision makers first thing we try to do is let's say look all these things affect one another it's not one thing I mean it there are great I mean so but it also give you one more thing that I realize and this is you might not ask this but it's another distinction that I worked on for a long time I got started and everyone thought of me as a marketing whatever you want to call it wizard and an advertising and promotion and I was but I came to a realization about 10 years ago that was very profound that as great as marketing sales all these things are to initiating business they are diminishing resources you know advertising wears out media changes costs you have no control of the top salesperson and could be hired away retire go to work for the competitor or start his or her own business but if you have a superior strategy if you have a much more superb business model if you have better distribution channels if you have a lot of of very prominent iconic people advocating for you to their audiences if you have a much more preemptive advantage or monopolistic advantage or optimally a exponential advantage and if you're masterful at reclaiming some cost and transforming them into revenue streams now you've got the advantages to compete and run circles around people and and I tried teaching that but shifts like that are hard for entrepreneurs if they don't have a lot of infrastructure it's hard for people who are rigid to a belief system a lot of times I am penalized and this is fascinating I've been exposed to some of the most sophisticated experts in the world I've been exposed to some of the most interesting industries in the world and I've done on five continents but I'm able in a way today I might be too ADD for you but I'm able to take very sophisticated understandings and torque them down and translate them into this so elegant simple explanations that people discount them because they sound too obvious so I think that the way that you create your work and the way that you structure your ideas that's the way that more for lack of a better term thought leaders that have experienced should structure their ideas because it's digestible it's easy to understand and it's practical and it also is holistic which I think is the it's the x factor that you bring to the table which I see not a lot of people bring to the table in the world of social media where everybody says that my way is the only way that's going to work it brainwashes people into almost this this zealotry of of how to build something or how to do something and I think it's actually quite toxic and I think that it actually hurts more than helps when you put out content or teach or create an audience basically saying that the way that I've done this is the only way that it can ever be done and it's sort of further propagates that kind of thinking that you're that you're discussing about these one trick ponies and those one trick ponies each other entrepreneurs be one trick ponies and they miss out on so much opportunity and it's sad and I don't like that the worst part is if it works because then it reinforces a self limiting and delusional belief and you'll never really grow to your fullest potential I don't believe that everyone on the internet is malicious but it's almost and there definitely are some but that's not the point the point is the ones that aren't malicious who have only like to your point of only achieve success by doing one thing well that's all they know because they've only been doing it for five years 10 years max and that's what they're teaching everybody who who is the majority of people who are are thought leaders on on the internet on social media they're all very young because they've understand they've understood how to market that is a crack there yeah and and you've got to acknowledge that but you know I learned from people that were a very very elevated uh their ethos and their their their their ethical compass and their and their integrity was very very lofty and they taught me that it's almost uh the if you go back to the medical axiom I always say the wrong word it's the hypokratic oath where you do thine patient no harm I don't believe a lot of young people realize the harm they do we have a couple of things we used to sell and they were designed for entrepreneurs to help them grow their real businesses but I accidentally created what I'll call business opportunity propositions and when I realized that we stopped literally when I realized that we had one that made four million dollars profit the first year and when I analyzed the people buying it they weren't the market I want and I didn't want it on my conscience that I was over over uh over inspiring people to believe they had this infinite ability to do things that really the vast majority couldn't wouldn't unless they had a vehicle to do it in and I think there are a lot of people out there that don't understand the consequence I'll tell you one of the most horrible things that happened to me early in my career and it had an indelible impression one of the jobs I have was selling radio advertising and I was young I was maybe 22 and I was selling it for a very successful radio station but my my list were all the people who were independent little businesses who've never advertised and they didn't have an agency and my job was to inspire and compel them to want to interest us to grow their business and I was a deluded optimist and I really believed our business had that ability our radio station and I could persuade people who'd never been on radio to interest two thousand three thousand five thousand dollars and this is 40 years because that was a lot of money for the little little companies and then we had at our agency or we had in our radio station a man whose claim to fame was that he could write a 60 second commercial in 60 seconds and it was a piece of crap but I was too young to realize what an unconscionable I would call it like a terrible terrible what would I use as the right word a terrible negative I had done to these people because people entrusted me to have the power to help transform their business and when it didn't they were forever turned off for radio because we didn't have somebody that understood the same things we're talking about and this goes I mean go deep into how you know how to create copy that multiplies because you can change one of nine variables in in an ad or a sales script or an email or a landing page or or what you say at a trade show and you can double redouble redouble again the result we tested one time Scott 33 ways of greeting somebody at the front door of a very large furniture store and we tripled not only conversions buyers but we got the Aaron sale up and most people don't know that and going back to my story that man through the vessel of Jay Abraham deluded optimists believing that I had the omnipotent power with my one trick pony radio station of transforming the the revenue of these small entrepreneurs managed to destroy three to five thousand dollars of their very precious commodity but were still they never would trust radio again which was tragic because the right the right copy on the right station with the right strategy could be very very very profitable but I ruined them and I think think of a lot of these these influencers the same way yeah I mean that's kind of that's what you're alluding to before if it's not the fit or you can't deliver what the customer actually needs then that's when you that's when you that's when you have to point them in the right direction right that's it's that's being preeminent and what happens when you are you don't look every dollar but you really like yourself because you're you're living in total integrity and and what happens is when you do that even if you lose the maximum or even the entire sale when you go back to somebody you know they're they're great even when somebody when somebody but I have clients if somebody contacts them and it's evident that they're not going to purchase now but the reason is not that they think my clients product or service isn't really superb it's just that they can't come to alignment on the on the on the it's too much or too expensive or too whatever I instruct all my clients sales people to first of all thank them profoundly or profusely whatever their word would be and then say look we hope that the choice you make is great one but always feel free to recommend anyone you know who would benefit from what we offer and the price and and and and the sophistication we always we never we never go like screw you hang out you're you're you're terrible for not buying from us we always play a long game and many many many maybe not big corporations but a lot of entrepreneurs play as a tremendously I guess I would call a brevity type of a short game and it makes no sense because you're going to need business tomorrow as much if not more than today and next year and next year and if you basically if you set everybody up to have such favorable predisposition win lose or draw in whatever transaction you have now well I'm sorry one of the other things about pre-eminence and it's profound is you don't wait to for money to change hands before you start investing in the other side you don't wait till I buy from you before you start educating me advising me sharing not just superficial stuff but stuff that'll make me a believer I think I told you we're getting ready to put up a 768 page research dossier on how to engineer big ideas we're going to put up a 220 page dossier on all the 100 or so things that I'm able to focus on that most people don't don't think I put out more the stuff that we used to give away we gave 800 resources away for 10 years and didn't even ask for an opt-in because I wanted to be a better I wanted to be a better factor in one of my conscience that I was teasing people and I think a lot of people don't understand that you can operate here and it's it's you know it's very congested world of very formidable but but commodity type competition or you can choose to operate here and verify it and it's exhilarating and it's positively intoxicating and and you're in control you can hear it command and control instead of being control it's because that bar for good business and for giving as much value and then some is so low so think about your day-to-day interactions with just people that you buy products from it's it's never that positive so the bar is so low for anybody who wants to stand out yeah it's very interesting I kind of remember because I had something I was thinking about today that I thought if they just did this one more action after they interacted with me I would be so much more inclined in in a few months and I can't remember what it was but it's fascinating and and you see it you see a lot all over we do we have a pretty big house and I have a beach house also so we use trade people and it's fascinating because they rarely call you back on time they rarely make their proposals on time they don't follow up and you think if you only did those things in a systematic strategic way all things being equal and assuming you had the dis one and the capacity and the and the and the ability to do all the jobs you'd get you'd probably double redouble your business just by doing that see I struggle and hurt I think if you're going to invest a day a minute of time a dollar at opportunity why would you want to get the least out of it if the same ever less time or less could give you so much more now but even more compounding strategically later if you play a different game but a lot of people that see issue a lot of people don't play those games that's that is the and and more people have to if you're listening to this I mean this is this is the strategy to stand out this is the strategy to be different and I think that people humans are inherently lazy they want to do the bare minimum but it's fabulous what happens when you don't just do the bare minimum I think that at the onset it seems daunting it seems like oh my goodness you know business is hard enough how can I always go the extra mile which is really what this is but you know think about the biggest companies in the world think about true enterprise value created not just a hobby business true enterprise value created the ones that stick around always have to go the extra mile that's how they stand out because there really isn't any companies that I can think of that don't go above and beyond as much as humanly possible that are still around and are still pleasures to deal I forget about I mean yeah maybe you don't love your cell phone company or something like that but the companies that are are growing at like sort of the speed of like the trillion dollar valuations they're doing things that no other companies do yeah no they absolutely and and when you play that game once you transition to that level I mean it's it's just it's so much I don't know about you I think you're this way because we've had some really wonderful conversations I can't admit I mean I know a lot of people go to events and I'll see a lot of my I call them a contemporary and I'm not part of me demeaning anybody but it's literally somebody who they're very good at mart they'll spend a lot of time on their on their on their digital marketing so I give them credit for that but they don't really spend a lot of time trying to grow and develop their their you know their capacity to contribute before we wrap up you know we've gone through a lot of sort of the old ideas some of the new as well what would be some last words of wisdom some last insight that you want to leave the audience with well it's it's it I wish I could say I'm an original thinker I will say I'm an original synthesizer that have been able to take uh filaments from uh lots of very very much brighter people and weave them into the fabric of what I stand for but I think what I stand for is not being content to be average or even above average but to go for being preeminent I think it's you should always work on the geometry of your business I think it is that uh if you're going to invest your life in an entity that you're depending on uh for fulfillment in income satisfaction wealth creation uh quality of life that you better think through whether you're getting it I always say if you can't tell me Scott what do you and your business stand for why do you stand for it who do you stand for what does standing for it mean in all senses not just external but internally what you're getting at it what you're giving and what and how you validate and verify that you are really manifesting that and getting positive uh uh validation if you don't know that you'll never get it and a lot of people don't really I mean there's a very tragic uh and this might be interesting and I'll give you a really wonderful quote that somebody else gave me that I love to end with uh there's a piece of research it's not the quote 95% of all entrepreneurs never reach their goals and the reason is they really don't have reverse engineer very high correlated goals they don't know exactly what has to happen by category by advertising vehicle by product line by salespeople at certain intervals to get to a certain compound growth they just have their goals I want to make a million dollars or I want to be able to sell it for 20 million dollars or I want to be able to uh uh you know to have it uh keep growing at 10% and and the demands they put on themselves while it seems stressful today are really very modest the quote is most entrepreneurs maybe not CEOs if it's a large corporation but they struggle non verbally with the wrong question this is a tormenting haunting question but they don't really say it it's just always bouncing around and the question is am I worthy of this goal do I really have the capability of keeping this business going for the next 20 years do I really have the ability to compete against the larger or the more technologically sophisticated do I really have the ability to keep this business going to where I can exit for a huge uh payday when you realize how much more is possible from time effort access investment capital human capital intellectual capital relational capital the right question is not am I worthy of the goal it's the opposite is this goal worthy of me and I think that's a profound conclusion amazing I want people to go explore your work I want people to dis consume I I have decks from you that I'm going to link in the show notes if there's others you can give them it's I'm I'm very generous you can you're gonna say where where else should people go yeah well I mean if we we're in the I have a I have a website and it's been around for too long and we're redoing it but you can go there it's got stuff but uh if they if they want to go to you I'll give you stuff you can put on your site they can go to my site if they're large enough I'm always interested in understanding and exploring with them they can go to my name Jay ay at Abraham.com but there's stuff on our and I really and truly everybody and their brother has knocked off my work you could probably put my name in and find a hundred people who are who are unlawfully you know using my work there's a lot of stuff on YouTube I've got some really cool I mean I've done lots of things like this and usually they're eclectic because they ask me interesting question and I go a little bit rogue on them but yeah and I'm and you know if they if they you know we've got a lot of things that I think are readily available I haven't looked because I was going to say this and I didn't when I was giving away 800 resources some of them were programs that we we had sold for five thousand dollars and all I ask was I don't care if you don't give me your your email or opt-in all I ask is share it with at least 10 people which I thought was a very simple request and nobody did they were selfish so I took them off because they didn't get what I was all about if that makes sense and I'd stop doing this will tell some good ones up there and I'll get we have a secret file I think that's nestled and it's got 50 or we call it 50 shades of J and it's still up somewhere I will find where what the link is and give it to you because it's got some really cool stuff from the past and then and I'll give you some stuff you can put on your site I got books I got I mean any of my keynotes I never do the same keynote twice so they're very interesting so that's okay so that's the call to action that's the gentleman's agreement so if you download this stuff share it with at least 10 people that's all you got to do that's it yeah that's it I'll make me happy I mean I mean a legacy of my age I mean I like deals that are lucrative and I love counseling and being somebody's masterful thinking it you know partner and their strategist and their you know and their profit multiplier but I also am very benevolent and a lot of people are selfish one of the things with people are too busy and self-consumed to what really to contribute to others the way and that's really sad to me yeah I think that listen there's some good ones out there hopefully there's some good ones that are listening to this podcast that that take this information and pass it on I you tolerated my wildly eclectic styles and thank you I like your style it's good it's very good that's the best kind of style I don't like the scripted stuff you get the real you get the real information when you dive into stuff that the person actually cares about and that's what I wanted to do so I'm happy I'm very very happy thank you I can't do that thank you so much no it's my pleasure it's my absolute pleasure so I'll link everything below we have a ton of links for for everyone listening if you like if you like Jay then obviously go check him out go to his website that'll be in the show notes as well last last question I always like to ask because it's different a little bit of a different take about a incredible career worked with some of the most incredible people on earth if you had to pass only one lesson on to your kids what would that lesson be that's really a great question I always wanted my children and I have a lot of them have seven I always want them to be I didn't care if they loved me or hated me I wanted them to be great human beings and add value to society and and have great respect for everyone and realize that there's nobody the other few exceptions some very bad players in the world but the vast majority it doesn't matter they're they're socio economic sophistication or or or or lack everybody with little exception deserves to be treated with dignity relevancy significant and and and there's one other word and that is respect and I always tried to do that to my children and they turned out quality children some are very successful some are just you know they're happy doing what they're doing but they're good human beings and I always want to know that when I leave this earth I've left the world better off because I was in it because if I haven't then I've sucked oxygen out of it and that's not what I wanted my life to be and it's not what I want the children that I brought into the world and all future children they do