Liquidity & Liquor - Meet the Host Yosef Martin & Scott Clary

Welcome to success story the most useful podcasts in the world. I'm your host Scott D. Clary. The success story podcast is part of the HubSpot podcast network The HubSpot podcast network has other great podcasts like marketing made simple hosted by Dr. J. J. Peterson Marketing made simple brings you practical tips to make your marketing easy and more importantly make it work now If any of these topics out interesting to you, you're going to love his show How to write and deliver captivating speeches how to market yourself into a new job how design can help and potentially hurt your Revenue and how to create a social media ad strategy that works if these topics hit home and there are things that you want to learn about Go listen to marketing made simple wherever you get your podcasts Today you're going to hear an episode of my new podcast liquidity and liquor I co-host liquidity and liquor with Joseph Martin a serial entrepreneur who sold his last company Boxy charm for over five hundred million dollars on liquidity and liquor we have conversations about business money and life with some of the Most interesting people in the world you can download and subscribe to liquidity and liquor on YouTube or wherever you get your podcasts I mean you want to do like it's one of a yeah, I don't want to do an intro every time one time. It's our first podcast So it's a necessary will we have to go and introduce ourselves? Yes Anyway So Scott first of all is my name will be I'm gonna go and tell you a little bit about him for a friend's perspective and then I want you to tell us a little bit of myself, but I Had a podcast. I've been on a podcast Under under is made and You've seen that episode. I think that's how we got connected. Yeah, I saw you on Instagram I saw you on this podcast I host a podcast and I was like yeah, he'd be good to come on as an interview I saw your your On IG. I think that's how it came again. I said yeah sure go on your podcast. I looked so I was pretty nice Podcast I said sure and then You told me we can do it on the zoom and I said okay, where are you at? I hate doing podcast just to hate that. I like that Kim the chemistry and interaction is that I'm in Florida in Miami I'm in South Florida and I said oh me too. Where I well, I'm in Fort Lola. They'll said me too Where the class all of me to where I'm saying we're really going. So Said okay, come over for coffee and then that's how we hit it off and And basically as God has an interesting story. I didn't exit and now he's running another business Plus a couple other things everyone's been a couple things. I want you to tell him what you do Where you're born your favorite color telling everything. Yeah, yeah, sure I'm two minutes I mean, I've worked in funny enough. I've worked in tech for most of my career A variety of like sales and marketing roles I was head of sales and marketing at in telco actually for a while before that company was acquired That was sort of my first quote-unquote exit then I moved to CRO at a software. How long were you there? Two years. Okay, very short period of time. I mean all things clear. There was it was it was a family unbusiness Do a private equity firm and the second company. I was at it was a software company. We did broadcast sass Like the software the service. I was CRO there built that company up. You we were acquired by a big company out of California. Well, this is the exit. It's it's not come on. No, it's come on exit It was a good exit, but it's not a public exit, but it was a good exit So we were sold to Grass Valley. Okay. It's a company. It's a California to broadcast company After yeah, I'll tell you after and then now I'm CEO of a health and wellness Startup and we focus on Like basically vitamin supplements put them in a patch into the trans-ermal patch company So interesting. So you're your your your so telco to sass to health and wellness So you're an entrepreneur, right? You you and I had that in my companies, right? So you you go to companies that have an exit path. There's a strategy for exit You go in you Optimize and customize and prove boom. I like that that That person that comes in and and take the vision from the founder and say let me build around that and make it happen Uh, and then move on to the next business and um, I had the same thing so My past and I'll make a short intro. So I owned a company called boxy charm We sold company 2020 in big exit and for that we sold it for 500 million. I didn't have the whole money. I had partners before that but Then divorce then I raised there was a lot of money a lot of hands in your pocket But uh, but with the divorce, I feel like it's more with me because she deserves every piece of it I mean everything because she helped me build it and she was my right hand person and yeah for life. I'm gonna love her Um, but overall that was that was our exit and it was Seven and a half years that we ran that I ran the company And I think around 2017 I ran into an issue. I launched a company beat 2013 soft lunch and Then 2014 I kind of found Proper way right product market fit and that's when I and all in so What happened was we I ran the company, but around 2016 I felt like I'm like a chicken with his head cut off and the company was very flat Me and other guy and that's it. Just one show Through you that we're getting this is free box each arm. That was box each arm. Oh 2016 was box each arm That was yeah, so before box each arm. I had another company called merchandise liquidators and I ran this company for about Years it was at one time running at the same time with box each arm 2016 I sold that guy exit that company too But that was the company that helped me learn marketing help me learn how to run the business how to build itself Everything all the mistakes I made over there all the six build over there You get about ten million in sales and by the time we sold it but around that But box each arm was a different animal. I mean it was growing very fast and he was Crossing at the time when we sold it close to 500 million, but he was profitable throughout the entire time The thing was talking about entrepreneurs like you I had around 2016-17 this this problem that I couldn't take anymore Projects and a company which slowed us down because I couldn't find a way to actually build my org chart I needed to do the organization I needed another layer of managers, but I didn't know how to find the right people. I didn't have time to I didn't have time to do all the interviews. I didn't have time to figure out if you're good or not and manage And she still was so hard because I was like I said chicken with a girl, but Eventually I learned That in order for you to scale the organization right without falling apart. You have to hire from the top So I had to hire a solid COO That Had an experience in what I do, but no one does what I do. It's just as in Ipsi That's a boxy-chum and Ipsi completing and you know fine Just said all right. I don't have another subscription, but I'll find an e-commerce company So I heard Eric cow from chewy And he before chewy went to amazon. He was in target. So he had this path and he was going to chew in the just exit and After the exit, I figure it's time to approach. So I had a recruiter that brought him on and And he at that time we sold about 50 million in sales But what surprised them was that the profitable tree was going all the way through without making with losing money So he came on board and he was a rock star and we should have him on the show. He's a very smart individual And then he brought with him his friends and you know, just really good people And Charles just really smart people that came in and know how to solve a problem And you know that you have them until the exit and then eventually if they're in good conditions good And that's exactly what I wanted and And it's exactly the same thing. So they basically move from one company Fixed up a build tax let's take it out. So I was the Eric. Yes. You're the Eric. I was there exactly very much very much Until now actually until now. Yeah until now now now you have something else. Yeah, now you're running and tell us about the company running right now Yeah, so the company is a trans thermal patch company So what that means is any supplement that you take in a pill powder gummy you take you put in a patch That's a 90% delivery of that active ingredient versus 30% to you take something orally So it's a different delivery mechanism for any almost any supplement you can take now That's the current thing that I'm trying to build from scratch. So you know traditional direct consumer play going to retail for distribution Innovative technology plus traditional CPG product. That's basically what it is My my thing and I think I told you in the beginning I think that you know for people to Like trust it because it's Everybody know that you swallow it. It goes to your body, right? They don't get it that juices are killing most of it Right and your skin is organ and you stick it on think and I don't know if you guys are going that route make a viagra type One like they sell in gas station. Yeah, so it's and if they sit getting hard They know it works and they'll buy the vitamins. I mean when you build a company like this There's a couple different ways to Create enough trust with the audience. You can create trust before they even try the product I mean, there's a lot of probiotic companies that create trust and you'll never know Ever if that probiotic is actually maybe you would but I mean first time you take a pill you're not gonna By the way, that's where our Eric is working. No, it's probiotic really So that's funny, but think about if you're gonna take a pill that you've never tried before How do you trust it to purchase that first time and then the effect that that product has will turn you into a lifetime Lifetime evangelist for that company increases the LTV of that customer. So I think yes, there's Well, first of all the products we have actually do you have a physical effect on the person? So you'll feel it if you take an energy patch. You'll feel it. You take a hangover relief patch You'll feel it if you take a patch that helps you sleep you feel you know you try to you're knocked out. Yeah, no So so yeah, so yes, I mean it's true now Viagra and any sort of but over that both of you are gonna have proofs you and your girlfriend Or your boyfriend, I'm not at the point is I mean when you're taking a product like this to market where it's innovative technology Plus there's actual ingredients in the mix Viagra adds a drug complexity, but how do you sell it in gas stations? I mean, they're probably FDA approved because they follow in the gas stations. It doesn't matter where you sell it So we can to be FDA proof because the delivery mechanism is not today Currently suited for drug delivery For for for so for some drug delivery. Yes for nicotine. It's approved But I don't think there's ever been anybody who's tried to get it approved for It's not They haven't tried it. Well, you're starting up. It's starting. It's kind of like you know how long it actually now when I think about this imagine you shop with a patch Too bad angel. What is this never mind? No, that's me questions like why is it so hard? This is supposed to be the two-minute intro of us Well, I mean we made it interesting now. We're talking about We're not playing this before every episode This is the first and last time And then I but you I didn't even finish what I do So that's also what I mean, but I go is more interesting, but it's okay No, so then I also host the podcast which is how we got this started So I host the podcast and then hopefully we're gonna make this one we will not hopefully we'll make this one Twice as successful as the one that I built, but I mean that's my other thing. So I host what's your biggest passion though? My biggest passion is all it's gonna sound really cliche I love teaching people like if I know something I will talk your ear off about it. Okay I I love teaching people almost to a fault like I you know I jump any entrepreneur that hits me up and hopefully one day I will be so damn busy that I can't take calls And I'm kind of at that point already but anybody that hits me up if they ask me for 30 minutes of my time to Shoot the shit rip off an idea brainstorm. I usually take it because I love that you feel like when you do it The fact that it's very rewarding seeing someone Coming excited. It is totally. I totally feel it and I relate You feel like also It's important for us to actually teach because it reminds us what we can forget a hundred percent So even even after doing so I'm on my own show. I mean, I interview some of those incredible people in the world yourself included But um one of the reasons why I like doing that is because it forces me even before I do that episode To research and to learn something new that I've never had to learn before And then just to keep on the same level as a person like you've you've been an incredible marketer You built a company far more successful than anything that I've built personally So for me if I'm gonna have an educated conversation with you I want to be able to stay on your level I want to understand the concepts that you're speaking about so that it's not just like a high-level Bluff interview I want to go deep on things now You're actually easy when I talk to somebody who's in in Anything from finance to AI to robotics to something far from what you know already I have to I have to learn enough to be able to ask you the right questions So yeah, so it's not only about teaching. It's about the constant pursuit of upscaling yourself the constant pursuit of knowledge and the ability to make sure that you never Never get outdated. I think that's an incredible. It's an incredibly It's just it's like an incredible feeling to make sure that you're always staying with it. You're staying constant You're staying like I had to the curve like that's what kind of skill set you feel you acquired Since you started The ability to learn which helps my ability to teach so no that's probably something you've perfected because you always had ability Oh, that's true. That's true. That's a good point acquired Imagine if I go right now into a place and we're talking together and you're telling me right now You know, let me teach you a little bit about vitamins. It's on the skill, but it's knowledge that I got And I had just learned about vitamins and I understand how it works And I come out smarter from that right and I might be more informed next time I want to use vitamins and But but an actual skill set actually learn a new skill set It's where you actually build something with us right with this right if you if you build a business Because there is a there is a moment where I have to say much of how much I want to invest in just learning Things that are not relevant to something that's important. So if I when I say well, I'm going to go right now to say Box each on example. Okay, and I was selling makeup Completely far from what I am I have to know what's real what's working what's then I had to learn about how to When you factor the makeup I have to learn about Plastic composition to fly all over the world and figure out that with my budget. I can't afford that product But you want me to get back granular with the answer. So then I so then yeah, so then you get you get a skill set that's so specific proprietary to your business and it's very easy once you have a business to Earn and your skill set Right that you come out now. It might be completely relevant for something else in the future, but right now it's so proprietary So okay, so did you you feel like there is a general least skill set that you picked? I would say okay, let me think of the skills that I picked up by interviewing 300 people I would say the ability to ask great questions. Okay. That's good. The ability to be a conversationalist The ability to be comfortable in not knowing something and dig deeper So not feeling stupid asking questions like why how come I don't understand It seems silly, but it's something that's hard for a lot of people to do I would say in terms of tack like very Tactical intangible skills. I mean The tech associated with podcasting how to how to master audio how to edit video No, that that that is a skill set. I did everything myself. Why are we'll skill set? How to take an interview like this and turn it into a digestible newsletter that resonates with an audience so so content so content capturing um and the ability to take that content edit that content And then find a way to take that across every single medium that anybody would ever have access to I tell you what I think you took from this that was actually useful that can be seen from the outside because you know What you do, but I can tell you from the outside. Yeah I can tell you you became a marketer in a that knows multiple marketing skills Okay, so editing videos is probably the most critical part in order for you to go viral But you build a page that has more than a million followers now gets hundreds of thousands of views Every video gets over a hundred thousand views. You learn all the anecdotes of how to make it happen You know how to actually go and get listeners in your podcasts All that transforming to cash you learn how to hunt You became a hunter for a hobby 100% and then If you look at that and you say this is me right now I can go today open a podcast and I can teach you how to make money Through podcasts because I have or I kissed all the frogs already. I know what's a frog. Yeah, and I know what's Oh, princes. Yeah, these princes No, just princes So A podcast actually taught you all those parts right now if you were comfortable You would have had a person For everything you would have a team doing everything for you right to have a team But no, you had to grind you had to learn how to go so but but I mean Learning that is not unlike what I've done with every other job that I've had I mean you you you go into the job you figure out all the different opponents that you have to do effectively And then you get yourself to the to the the best ability that you can be in all those different components And then you hire people that you think can at least match your area of expertise and or exceed it Everything yes, I mean when I when I Took my first when I first had to figure out marketing. I mean that's How do you how do you set up a tracking pixel on Facebook? How do you write copy? How do you get how do you get a creative that has a high CTR and eventually conversion like how do you have a landing page That makes the customer actually click your CTA and then convert into an email subscriber and or I say I mean I've done ever I've coded websites myself. I've done everything like there's not there's nothing that I've ever hired somebody to do that I haven't done myself first so you cannot you cannot build a strategy Without two things one you've done you're the exact same exactly the same and the bottom line is you cannot be a strategist If you don't have a vision can like a destination where you want to take it right But also you have to be tactical At first to you know what are the favors to build that road which is the strategy to get you to that destination Because you know all those parts if you know how to go and do say what you're saying you how to create a newsletter how to Edit you know how to do it already so you already have the tools to build your strategies I think the biggest issue that people have is that they are hired to manage before they've ever done it Yeah, and and managers I don't know You could ever do that successfully. I really don't believe it And that's the issue like I don't know things that are outside the realm of my expertise I know sales I know marketing and then I know everything else a little bit I know finance a little bit. I know HR and hiring a little bit I know all the different components of a business. I mean we're gonna start up You know everything but the point is I know sales and marketing Explicitly well and I know that no CRO no VP sales no CMO has ever been good unless they figured out how to do that thing before and I'm and it's it's very Uh, it's very difficult sometimes because you look at a CMO of a large organization. You're like listen that company They're publicly traded that that CEO that CMO's never made a TikTok before I genuinely feel that these people If they were asked to build something from scratch could never do it And I actually believe that a lot of the marketing activity just propped up by Maybe a good product and and probably overspend on marketing dollars and they really don't understand what works and what doesn't You know, we hire people that Well, it's that we We are technicians. We understand Um, but when you're just a generalist when I say just a generalist because my opinion that's all the deserve just a generalist You've never been a specialist You wouldn't understand how really what it really takes and why it's so important to understand the little details So I and I've hired the wrong people for that. I thought that it's important for me to have a CMO And um, I hired a CMO eventually that was doing amazing on the interview But I felt on not asking the main three questions and ask everybody else and It was just to see if she's tactical Asked three questions and I mentioned that in multiple podcasts They said that asked three questions tell me what you do with five thousand dollar you have a jewelry company The reason I said jewelry company all the time is because Jewelry is very cheap jewelry can be five dollars two dollars sixty cents So it's very easy to sell that's easy to sell right so with five thousand dollars There's a very easy strategy of how to start and I said you have five thousand dollars What do you do to market that go and based on what the answer? I would move into the next question if I think there is a reason and I would say okay now I have a hundred thousand what you do with that now you get a million every month What do you do with that and what I was looking is actually just to see that she's tactical She has any tactical knowledge, okay? You didn't ask your CMO that I did not ask that I would ask everybody else So it's okay. You can do it on what what are you gonna do? I would send the two influencers. Okay. How are you gonna contact them? I would go hire an agency and buy go. I'm not hiring you to hire someone else. I'm hiring you So you can do the job. You can build a relationship. Okay. You hire an agent. It's okay someone else would go and tell you and it is no I've been getting a lot of people telling me what are them The answers for that. Oh no, there's no real answer other than okay, you tell me if you want to pay you want to hire influencers You're gonna hire you're gonna do paper click that's what you know already. Okay, tell me how do you do it? You're not gonna go far with five thousand, but You're not absolutely, but tell me what's your strategy and how you can do it? How do you upload pictures? How are you gonna do specifically talk to me about that because I know it And I expect you to better know it tell me if I find out that you have never actually done it yourself You just hire someone to do it. Then I don't know. I want you to have a tactical knowledge Yeah, and that's how I would move on and then based on the position it was important to see what is the scale you ever managed Okay, so just because you're tactical doesn't mean you know how to strategize a million dollars spent on months Or a year like I need you to tell me how you doing Everything most should be able to answer the first tier. I have to I have to do not hire them If you're listening to this post to this post cast they need to be tactical and dive into the questions Okay, tell me specifically if you're posting if you're gonna go and promote something on Facebook pay Okay, if you're gonna pay on Facebook performance. How are you gonna? Let's go into details What what's gonna be the kind of crack? How you gonna upload this what type of ads? What is an ad said tell me Going to words that they need to know Only they would not only if they actually manage that So then go dive into that But that was that was my my thing and I felt when I did ask that question one time because the interview she did really well And she wasn't asked that question, but I agree with you You have to be tactical in order for you to be strategic and then there you can be a visionary. Amen. Yeah, man All right, so we're talking about the major crash today for Shopify The thing for me would Shopify so they crashed and at their height there were 161 I just looked it up. Sorry, and by the way, it's price price earnings ratio price to earnings ratio So price stock versus the earnings and it is 240 you said right now. Yeah, yeah, so imagine what was it? Right now it's 31 dollar I'm out a year ago was a hundred and what is it 60 166 it crashed from 160 to 30 254 as of today That's the same. Yes, if we look at so they lost 75% today alone they lost 15 after their earning they reported earning What caused that let's talk about what caused Shopify to crash? IRS 14 and shrinking economy. It's a perfect storm. So So post post COVID when we saw e-commerce sort of hit an all-time high e-commerce activity Now we're seeing a rebound. We're seeing recession, but it's maybe hardest hitting like e-com companies I don't know if Amazon was a bubble. It was a problem. Yeah, it was overpowered. Do you see this happening with Amazon? No because of diversified So this is actually interesting because Shopify hasn't really diversified at all They've been like a one trick pony In a way because what Shopify did they kind of did but The thing with Shopify they were trying to compete with Amazon Front they say well, we're gonna also invest in fulfillment centers and I happen to know that because one of my friends had to have He had a conversation with Shopify at the time when they wanted to invest in it eventually sold it during the peak Right when everybody invested in e-com anything. I think it's because there's a recession obviously, but then they also laid off 10% of their staff Oh, yeah, but that is that is a perfect storm right so they have a recession Yeah, already they went more than they received a valuation way more than what they should because the world Everyone thought that everything was e-com of course it was higher than it should have been in with so there was a correction Then there was a recession that lowers everybody, but then the biggest problem was the iOS 14 changed this Was the part when I remember on May June I told myself this is the time to short-term or just when is it gonna happen when iOS updated and they no longer when they have more privacy Those who don't know the so Apple decided to update the privacy policy and last year many of you have received this message saying Hey, we're gonna go and change the privacy policy Do you want and you would go on any app you had it would say are you interested in letting this app monetize your Your behavior outside of this app yes or no obviously 2% perhaps said yes Very if you said very very very if you said yes, yeah never said no never said no so then what happened was if you were Trying to advertise on Facebook and you're trying to sell those caps You had a bunch of parameters. How are you gonna sell it and how are you gonna create your your ad? But it would say well I want to buy I want to Basically pay no more than $20 for customer acquisition cost and I want to do it for the next 24 hours That's my attribution 24 hours of Intribution more and attribution and then it would only look for people that are in the market for caps That are ready to buy right now and the way they would actually manage to know all that It's based on your searches outside and on Facebook or Instagram whatever but also outside So when you're when you just search something on Amazon They would still monetize whatever you do on your phone and they would know okay We know who you are we know you're searching for caps and we know that you're usually doing This time when you're at work on your phone. This is when you're more likely to buy so you're hard in the market for caps But and then they would able to know all that as soon as they cancel The ability for any app including Instagram and Facebook to know who you get any data about you outside of the site Every time you logged in they had to reset the learning and everything else that was there is erased only The data that they get on you on the website. So now the entire algorithm was basically taking away like this squeezed Put in the trash and then you take some gasoline There's actually a burn it or thread to the car. There's another issue though The other issue is that even if people do convert Uh, you don't have that you don't have visibility. So now you can never you can never measure You don't know So you cannot really do the lookalikes properly, but the point was that I'm seeing it back back then I saw boxy before it happened to Ipsi and uh, but I was still sitting with them and I was looking at their performance and I've noticed that Or the results were that you were able to Just say before that boxy jump we were our customer acquisition cocks a carcac was say 30 bucks Yeah, yeah, right, but we were able to spend a hundred grand a day For $30 per customer per day Then when everything fall apart The you would say all right, so now you're gonna pay $40 customer acquisition cost, but you can only spend 15,000 The ability for them to find anyone unless you were searching for something similar on facebook. They had no clue And when we saw it it was an armageddon or many companies. I was getting calls from companies Byte and left It was it was a discussion that we had with our board members over there It was just it's just obvious that we got to short the market and who's gonna it was gonna be affected everybody Everyone and what the Shopify does she sell the base if your company gets a short the market Okay, so you have you have insight track as you you know and you see how it's actually affecting your company at scale Yeah, now Not everybody has the ability to look at the fact that last month we could spend a hundred thousand dollars per What was it per day that you were doing per day and now we have to go down to 15 because we can't even measure cap properly So you know it's actually more because we have two companies, but whatever it was at the point is okay So you have an insight, but the this is a whole other we can go another direction and say like as a marketer or as a paid marketer Why don't you have all multiple channels like I mean you can tell the point the point was that why is the Shopify crashed because everyone that is You think they're making money they're growing because they know how to spend money on on of course primarily right on Facebook That was the only because if you go to You think that's you think that's the main reason I'm not I'm not arguing with you. You think that's the main reason No, no, no, no, it's a perfect storm. I said that it is, but if you ask me that was obviously it's going to happen As soon as that happened, you know people try to find other ways to promote blah blah blah But at recession into it. I had everything else companies are going out of business e-com companies are going out of business They're sales decline How do they make money percentage of sales on their side all that affect them And when that happens when the whole industry goes down the whole e-com industry goes down then Eventually that's plus there was a bubble that was it was just overpriced there is panic in the market So the stack goes down, but they report it for owning it. That's why sorry. It was just a matter of time I was surprised we didn't see it sooner, but I'm just taking a note from From the real estate crash It took longer in the real estate crash to people for people to understand it's it's a bubble And over here it was less on a bubble, but it was really just something that heavily affected Specifically the e-com companies and they're different here that if anyone gets the first bullet It's going to be I was looking okay, so Amazon is down 17 points in the last six months as well. No They were down 15% today only no, I know. I'm just saying if we're talking about e-com For six months. Yes. Yes, because listen e-com was affected the economy is shrinking There's a supply chain issues people are not spending the same, but 17% over six months fine They've been shooting to the sky when everything happened everybody trusted Amazon was a little correction But it's not diversified into AWS the diversified into health care and the response So how would Shopify how would Shopify diversify if you were running Shopify so that when you have an e-com When e-com bubble burst recession happens you don't lose 15 points in one day lay out to judge how to judge because no You did this for Amazon you did this for Netflix. I tell you why Netflix is much here the different. Okay In Netflix, it was obvious It was so obvious with Netflix to say okay, you're stuck on with the same thing for so many years Netflix Stalled I mean how many deck it like that a decade and a half on on In business on on Shopify right Shopify started and they blew Through really fast growth. I would say from 15 to now It's a young company So the reason I say it's hard to judge them. It's because you grow so fast I have to catch up with the actual growth and it's hard to know where the ceiling is gonna be But you know if you ask me okay, what does Shopify need to do more? Well Perhaps Shopify can create their own platform a lot of people on any website and if you create your own I know social media platform. I don't see the same angle and the And the synergy like I would say on Netflix But they have that ability There's a lot of traffic coming from all sides Why wouldn't you actually modify it and create some something to connect all of them together into one community So I want to play devil's advocate on that point about perfect storm because While it was a perfect storm you also have these paid marketers are not stupid CMOs are not stupid So yeah You know some no so some CMOs some CMOs may be a lot to be desired But a lot of CMOs are not stupid. So you look at Facebook. It's not performing you look at other paid channels Okay, so now you have Google and then you had Usually would have good row as on Google now Google even has like new PMax campaigns that I think are doing relatively okay I mean, it's not like a 10-11 X row as but it can still be profitable now you have TikTok I know early days of TikTok paid TikTok when it first launched and people got first like access They were getting insane row as long TikTok as well If anything anything you would have done paid On any platform suffer the same consequences It wasn't just Facebook it was YouTube it was always always all of them TikTok because it's the same for them for all of them There is no more data the ones that well there is data on tech talk No, there is no data as soon as you leave outside of TikTok It was the same exact concept when you're in tiktok you get the data yeah Talking about the algorithm to find the right consumer for the right product at the right time That's what the algorithm tried to do right to try to find you the the hot buyers in the market for whatever product you have that These suffer the same exact disease all right, so In general, it kind of catches people. It's not about what would you do? It's about who got caught with their pens down. I think it's question is what would you do? I think people didn't oh well, it's sometimes it's a little bit too late sometimes a little bit too late when when you pull the earth underneath your feet And the question is not about what would you do then what you should have done before right or sometimes your business concept doesn't work in that environment You would have been working fine if I'm a great marketer Let's just say I'm a rock star Promoting anything on Facebook right and I can go and push it and I can do amazing One day Facebook pulled the rug under my feet and there is no more ability for me to go and scale on Facebook Then you're not a marketer But I know no my pro no no you are a great marketer. We the current right And everything works for over a decade Right, what else can go wrong, right And then they pull the rug under your fingers last words. Yeah, and then and what else can go so they pull the rug on your feet What happened is when you look okay now it's a time for everyone to come like say okay? What was the biggest problem you focus on the marketing you didn't focus on your product Yeah, it's less about your marketing your product is your biggest asset for marketing your service right now If if you ask most people said well It was just so easy. I know some guys that would go in and they would lunch a store really quick on Facebook They would know how to promote it and they would just take inventory that sells in AliExpress Put it on the website automatically have an algorithm that would create the same But they would have a system that they would do four million a month And it would be instant Meaning they would get shut down for whatever reason because they would have poor experience They wouldn't explain how long it takes to get from China and they would get shut down They would create created again and right away within a week. They would have the system running and what the system would do is They would have couple sites that were kind of like indicators for them and those sites would have all those products that they would want to buy all the cool products and they would have all those And nudges on those sites and they're all way almost running out and They might do it going post those right away. They test. They test on like these like almost not even testing It was a cool system that what they would say is like okay, they have all those sites and so okay Here's those nudges indicated. That's a winner product Check what it is in AliExpress. What do they sell it for create a post Posted for that price and then create an ad It would be instant just two guys not even working there Which is sitting down drinking beer and it would always sell and they didn't even Invest in customer service because it was a really autonomous and they had a small margin of profit that it was much But it was so it was systematic so they didn't have to do much and it was instantly just 4 million a month and you would get stuck over there They would know how to create ads and it was all working great until it doesn't Right Once you already have a system you get comfortable and you didn't even know the start One thing they would always keep you doing well is having the product that Would win against the other product if the category has a particular size if your time is let's just say a dollar Your space and your you have a superior product you're always going to be in business even if it shrinks But they're still demand you're going to be on top Right So that is the problem when you get so comfortable because you're a great marketer sometimes this is your I kill you So then why okay, so this is one of the topics I wanted to talk about Tai Lopez just about bodybuilding.com So that's another econ play So Tai Lopez is going around this is not new but he's been going around now buying a whole bunch of legacy brands And he's trying to Basically growth hack them that are all econ brands some of them are already existing econ brands like bodybuilding.com Some of them are brick and mortar like pure 21 So do you think that this smart or stupid because of the fact that this is Maybe right strategy wrong time. I think some names are amazing If they can name like a bodybuilding that come this so much you can do it. Oh in radio shaft too He did radio shaft now is controversial too because now he's doing this If she's like click marry her the clickbait marketing on social media trying to go viral again and again Through like absolutely audacious insane social from major brands. It had really great, you know great brands household names And now what is that what does he sell on radio shake? He's selling crypto. He's selling a crypto exchange now Radio shaft. I can't I can't say that that would be something. I don't know. He's played. I'm just what stuck him in online I read this okay the the thing is Sometimes you have a strategy that works great in 2003 And you keep using it because it can keep working working great and obviously we're talking about this so it's working I don't know if it turns out to sell but the fact that you're talking about this And he said what do they sell over there now? And he said crypto. Okay, let me check it out if I'm in a crypto space Think to be too late right now for crypto And there's gonna be a cycle. It's gonna come back. It's gonna come together But but I mean, I don't I don't know if there's enough money coming into the crypto space buying right now That is a lot of people that are like a lot of big funds that are heavily invested in it We're in in his in no no in crypto in general. I mean no. No. Yeah. Well, I mean no a side of that argument for like That's a whole other conversation. The thing is the thing is you're gonna win if you have a perfect UI That's superior and end customer service. So best product. That's a fair answer. You need a better product. I want Someone to fucking kill already Coinbase If you go and you give me a proper customer support. Yes, sure At least for people that come in with 100k or more proper customer support. I was trying to change my email address on Coinbase Ah, let me tell you something government government Offices or 10 times better. That's that's saying something that is that is they don't deserve and I look at their at their stock now And I said myself, you know what the their PE is only seven Must be good, but I remember how awful the experience was it's going all over social definition That's a definition of that's definition of first movers advantage for sure And no one else has disrupted them mostly because no, no, no, they weren't the first movers They're just having a better UI than the most of the competition. They were pretty early on though. They're very early You can't get enough first movers, but they they definitely they definitely were not somebody like Again back to the Netflix analogy. It wasn't like a Netflix to the blockbuster. There was no blockbuster Well, there were there were few there were few out there But the problem that the rest had they were mostly engineers quarters and that's how it looked like Yeah, they had good UI people that managed the website Behind that horrible customer service. So at least look if you're you're playing with say three hundred four hundred dollars Maybe you're not expecting much. Maybe you do expect exactly the same like three four hundred thousand dollars Actually, I disagree actually think that now the burden of her customer customer service is getting higher even for low amounts Because there are so many people look like offer incredible customer service look at Amazon No, I can get I can get a refund on anything that that I don't like. I wish Amazon for like 30 dollars I spent 30 dollars The best customer service. Yeah, but in crypto. I don't know how it is. I know that also in What was it in Robinhood at first? It was really bad, but I've never used Robin. Yeah, I mean, it's just what I heard But if you have someone that have a superior customer service, they're gonna win They need to have good UI because they have a decent UI Not perfect, but have a decent UI But I think it comes down to customer service play for them. There is so my point with with dial operas is come up with an I think the strategy The outer is not bad. If you go out with that strategy say something outrageous Okay, now I know that they're selling crypto. I might check them out But then I need to do trust your money with somebody that tweets Whatever, yeah, yeah, I think it's bullshit. It's fine. I think that the industry is made out of youngsters like that's fine That's not a good way to build an industry That's a way to make a joke of an industry. Yeah, but but I can tell you that that's what you might say So why do you need 100% but why do you need to be why can't you be viral any other way? Why do you have to be Why do you have to piss people off your mind right? It is good. Do it. I just don't think it's horrible I think that if you come out and you know what I think it is. I think it's lazy marketing It's lazy marketing. I don't see that. I don't see that. I don't think it's a brave marketing I don't see that because if you if you want to create awareness, you're not gonna create a warning with something that with vanilla And he didn't say something racial No, he didn't say anything bad. He said something that's right there, but not too much And I think it was the fact that we're talking about this in our podcast. He won I mean, we'll see if he won. He's been trying to play. No, the fact that we're talking about this It's already a win for him on that part that everything else from there It's UI and customer service if he does those and he keeps pushing those because that's a one-time thing You have to keep running with this look a cool factor when you chase a cool factor a person that's gonna say Eventually it's gonna have a cool factor at first. You're gonna You're not gonna be comfortable with eventually. It's gonna be the cool factor that's gonna and it's it's very common For young companies to go and be a little bit unorthodox and to come and do it I'm not the dog's fine. North adox is good. I think unorthodox is great. This is our unorthodox He's not saying anything bad But if you look at small companies, that's how you do it. Those are the ones that Do what corporate people wouldn't want to do, right? So he's go he goes again I still think there's levels to this shit I think there's levels between unorthodox marketing and saying that if she's a squirter, you keep her in there Advice if she squirts marry her. I mean have you been with a squirter before? How do you know you should marry a squirter? I mean she squirts you know for fact you can't fake her orgasm. There is nothing Better denoing that the girl doesn't lie to you and tell you yeah, if I know you didn't I didn't say what what is that? I don't want to get my advice of a who I should marry from tie-lope as a radio shot. I can guarantee you that I mean, I mean still like maybe you didn't find a squirter, but but I mean Maybe he's gonna get married tomorrow and then you know she squirts You know, okay, so we're gonna keep going through this Speaking of Coinbase they got sued by the SEC or no, yes They either got sued or they got investigated by the SEC for hope for For listing Securities air quotes securities because crypto hasn't really had clear regulatory Oversight as to whether or not security or not. Yeah It that that shakes the whole industry and I just damn right they start Why in 2022 have they not figured out if crypto is a security or not? I mean they're dealing with ripple at the moment They're going through the lawsuit with ripple stating its security and they haven't come to the conclusion about that Ethereum I think there was a lawsuit they decided that it's not a security Um, but at the point is like the regulatory uncertainty screws innovation every single time What was it over there? Initial coin offering back then in 2016 2017 or so on right it was really is like it was really making a security right you're taking a piece of my company But it's very similar to crowdfunding Yes, but the thing is when you're getting a piece of a company it is a security there was no equity attached to it Well in some yes, I mean there's different iterations of what it was. Yeah, we have a gold mine over here in the 1900 the Digging but I can tell you to do to guarantee you there's a lot of motherfuckers that lie about having gold mines and Wherever no, but they just do it. They just do it legally and they just do it on some they take their company public on some shit Like second tier exchange I get the point of of this but the the biggest question is what is a security? Okay, so if I give you a piece of my business at least I can't give you or if I give you a piece of my Gold that I potentially might all that is considered a security for them right and they never even slapped anyone's And there was no punishment. They just say stop it file papers properly first. Yes, and then they came up and we're like okay You get nothing It's basically a value of Nothing and if you can make an argument too. I mean NFTs are unless there's true utility attached to them right so NFTs like with Gary V Vcon you buy an NFT you get access to his conference well access to a conference Might as to be I don't know the full definition. I think when NFT Has the right potential that's where it actually turned it into a security at the certain capacity Even if it's a low a low level where I tell you I want to launch a movie Um, I'm gonna be doing NFT. I'll sell a hundred thousand shares whatever for five and then any Revenue that comes from the movie you're gonna get the percentage according to your NFT and that my trigger security Which it's still okay if you just file the right paperwork Yeah, if you're getting this one or whatever you have to file it can be a low level And so it's not gonna be too bureaucratical, but you can still do it and I think that's where it's gonna head At the issue is that nobody said yes or no. So Coinbase has IPO'd They've IPO their public company And they're coming after them after they've IPO'd you can't tell me that the SEC doesn't know what point base was doing while they were It can be one of two reasons my point is not that it should be or shouldn't be a security. Why is it taking so long? Why the fuck is it taking so long? I think I would say one of two reasons One government is slow Very likely they are government is the second one The government can also be a troll taking your money and eventually they're gonna find them and take some money from them and that's Also possible. I mean that The FCC is known to come or FTC. They didn't know to come in and technically rob you legally and say we're just gonna take We're gonna find you and either you're gonna pay more legal fees to go and buy that or else and you cannot operate until you pay the fine And they everyone so If didn't just they stand the same with their slime. Yes, it's it's them But don't hate us. We're good people over here and we support the government by the world of the United States. We love you You want me to go to the next topic? Yeah, well, no actually actually You know what before we started before we go topic by topic. Um, no, no, it's good. This is like it's like I want it talking about money So I'll tell you something before you get here. Yeah I made an investment in the company and I began breaking down into what company and I wanted to pay in two trenches, right My goal was to go into a company that's growing that's making money already the text dividend and that company takes dividend every month on their profits Very cool business by the way and it is going Do you want to go in detail or no? Well, I can't tell you. I don't want to break it down into what it is But I just um, so how about how about first? Talk about why you wanted to break your investment in two trenches. What's the strategy behind that? That's that's my one getting at so it's um So the the way I wanted to do it is I'll put 500 K First tranche and it and then there's a second part now the 500 whatever It was supposed to be a million bucks, but instead of giving him over a million bucks I'll give you the first 500 see how it does for six months seven months Don't give you the second Right, but then the way it goes is 50% goes on the balance sheet primary then the other one is secondary to their pocket so It's all cool. We did the first one and when you look at At the way the company works my goal was to obviously invest in something that eventually is gonna exit They want they gave me very low valuation They gave me a valuation that they gave other partners early on will really low valuation because They they said like you build a 500-minute dollar company and we were still like like a lower number and we want you to help us grow This thing and it's really cool and we're sitting down and honestly super smart guys And I was excited to work with them and then the second part for me I do then going to business and you know what I want to make sure that when you get cash When sell your business You're losing your platform and you're losing your cash count But you're getting a lot of cash for that. So the next thing you want to do is you don't want to touch your principle You want that principle to turn some profits you can leave off of that until you open it If you want to do it in Whatever time and you find that managing your money You have it's a skill said that you have to perfect So I came over there and I said you know I'm gonna put half of my money now And if after seven months I see everything is kosher I can put I mean, I know it's kosher But if I see everything works well, then I'll put the other half And you know you have all those three years back documents It's all good and they did good in the beginning of the year But as soon as I came in push everything started going now From there not for their fault to many reasons supply chain issues and now everything else But also the sales weren't there It was just low sales we would have made money, but They had a supply chain issue that a lot of the inventory that was supposed to come and be sold and get the cash right away Just didn't make it yet You should you should bring me in Supply chain how are you gonna do it? You're gonna carry stuff from other enterprise sales So well, they're not big enough to get a guy like you yet And to be honest with you and you you want to go into other companies, but eventually if it's it will grow that would be It's a company that can get to a billion dollar in sales Looking into competitors and we looked into the first thing I said was show me your biggest competitor And it showed me three or four and that's a billion dollar three hundred employees And all the employees are technically salespeople And what do you mean by technically without breaking it down Most when you look at their positions when it's okay. I want to see all the open positions All their open positions in us There's like when you have them they're all so related except one or two that just administration It's not a complicated org chart my whole point. It's a very flat organization We're not looking at a complex org chart that it's hard to get to that level where you have to have analysts and layers and it's just kind of You don't have any time and energy and effort. That's it. That's it. Yeah, that's it. But The how you get there and the rock stores to getting that the challenge and that is something that I've been through in the different Lifetime right So I got excited. I said well, that's really possible. It's not overnight, but it's not a hundred years from now and it's absolutely Again happen and I've been through this I can do it. I can help you with that. So I got excited, but Then comes the discipline part where they said well at the end of the year There's going to be the second installment if you decide to do it Can you do it earlier? And I said no because I'm looking at the projection at the end of the year The cells were not there Now bear in mind it's not fair to judge the end of the year five months before the end of the year Because you're gonna still have more cells But so far it doesn't look very sexy And yeah, I get the supply chain issues, but still there's not enough cells to come if you tell me now there's a lot of So the point was that they wanted to go and They wanted the second installment to the pocket because I get at everybody want that second there where they were like What was the working capital going to be deployed for was it? Well, I mean 252 their pocket. Yeah 250 on the balance. It's not much Relative no speaking right, but it's not much right, but still I mean I wanted to make sure I can put it to work somewhere else if it's not I put half and I wanted to make sure that it So anyway, that was our discussion and The thing is there there you know, you really become friends really really quick and I'm just a very friendly person But then there's that part where you said look numbers don't lie Get nothing to do with that. So I had to go and discuss and say look I get it Here is not over yet either we just wait until the end of the year and we'll discuss But I'll just let you know that I'm not gonna go and put it if that stays similar to that We're not getting to see the second tranche or I'm willing to put the second the primary meaning the 250 on the balance sheet Hit the percentage right Hold off on the other one That's supposed to be your pocket and you just tell me how long until we think you can actually Lift this back up and then I'll give it to you And that was the the discussion. So now it's we're gonna have a board meeting That was your discussion this afternoon. Yeah, that was the I mean it was it was a pretty long discussion That was the end of the discussion before that we had a bunch of other stuff. Okay, so do you see any things that they could Immediately do that's gonna get them to where they need to be by the end of the year That's kind of business doesn't truly work this way because But so then I think I think they're when you say immediate it's all relative, but then I mean there are some things that you can do With the current resources that they have what they The good thing for the businesses if I do put the adder to Because there's a need for more sales people's positions and you need to have that cash to secure their Salary for the next I don't know true, but in how sales people are very expensive the higher train on board If that is the thing right and then and then so one of them said let's go with that and worry about the adder to 50 later Uh and the other person really wanted the other to 50 That goes into the pocket of course, but and I said I get that but I'm not I'm not I'm not doing that So it's either we just wait all the way through it's healthier for the business if I inject the first one to the business now and I'm willing to do it Don't get me wrong. You just want a business is like six six years old You could probably you could probably a couple things that you you could optimize their existing sales force I mean like usually sales teams out the gate for a company that's not experienced They're doing too much time on admin. They're spending too much time on admin work and not enough time selling I doubt that they have like a full book of business and they're like yeah completely packed It's different than what you think whatever you think it is. It's a bit different So I really don't want to break it down. It's not a traditional sales for that you've ever seen It's different and I don't want to go into specifics because if I don't put that if I don't explain that it it's not gonna make any sense, but Okay, you imagine this okay the one rule that always sticks though If you want to increase yourself increase your sales force of course, yeah, right and we all understand that And in order to increase the sales force they need that to 50 And that I would give the business right now And that was the discussion imagine and I can totally understand the other person like you're about to get that cash You really want that cash like you're not getting it. You have to work hard. It's a guy. It's not ideal But that's the discipline part that you have to do and you have to be just fine I mean like if they're if they can put a roof of if they have the roof over their head if they can put food on the table If they're all good, yeah, all good, you know, it's it's not like that no one is struggling money The business make the business profitable It's the things that you forecast it and then you get more money But by the way, it's got the company does about close to 10 million a year They're not newbies all of them are super professional some of the investors in the the board members They get the private jets they have they don't know their shit down Those are good solid people and that's why invested in a business. Yeah, right some people obviously are different Like the operational person behind this is is the brain behind the entire business Is done this for so long. He knows all the ins and outs. No one can do it better than him Um, he's the one that basically wanted that part because he's the one that does the job every day Yeah, yeah, he's the one that grinds and that's all he does He eats sleep thing just about that and you really wanted that cushion and I told him I want to give it to you Fixed the cells. I'll give you tell me when you think it's going to be done But I have to have that do is a purpose why I made that that second Trunch it had to be this way Otherwise, it would have been just a half a million dollar. I have so many I don't want to ask you all the questions on I can't I have a lot of question. I like The immediate question is why does a business? It does 10 million a year Care about 250,000 dollars. Oh no, it's there is a reason I don't want to break it down I know I know I'm saying You can talk about this offline. It's very interesting No, okay, let's talk about that. That's but that's I think it's a smart attitude towards investing You have to have the discipline and one thing I would say it's tough because you can become close to these people too That's probably the hardest part. Well, it's not that hard, but it just it's just that taste But I will say that if I didn't have investors coming into my business doing the same thing I wouldn't think about that probably or maybe I would have to hear from somebody else is one thing about learning And it's another one about actually embracing and understanding something. There's it's never going to be the same when you've seen something when you've been in a place And you have to see it and fill it It's not the same like reading about this That's why that's why I would say experience cat so much Slack for people just Nothing beats experience and when I when I sold Boxing and I got the cash the first thing I said is I have to be literate with experience about investing And I have to have financial literacy This is not my turf. I this is not my natural habitat. I can I can be eaten like some I'm investing nothing I know what I'm doing Yeah, and that's how I got into it and if if I wasn't Doing that and I would just let someone else do all the stuff for me tell me what to do and be uncomfortable Would be similar to me hiring a marketing agency for boxy charm. I would get nowhere You're very I think you're very similar at least I think with the same mindset like you're a self you're a self-taught individual and everything you've done You probably a hundred percent self-taught So what what doesn't matter what you're doing you could be learning how to market something you could be learning how to hire somebody You could be learning how to sell a product you could be learning about a new product you'd be learning about how to invest You dive into so much research that you probably know more after a certain point than people that Probably call up and consult. Yeah, or at least you have a damn good educated opinion Yeah, I mean that's important, but I think more people need to I think that's the attitude that actually makes like somebody very successful in their career as an entrepreneur I think that That's a certain type of personality. This is a leadership part look if you ask yourself what is a leader What's the attributable leader and everyone's going to tell you well. They have to have charisma and a vision I say I don't think charisma. I don't think charisma Charisma counts if you actually Google that but but then look when you ask what is the ideal leader? And we're not just talking business right? I'm a leader right now if I'm from your commander and we have to go and attack some people you'll follow them. Yeah, you'll follow them no matter what right But in reality in Business world, but that's just proficiency builds up your charisma Look You need to be really good with what you do if you have say a mechanic shot and you want to get around you're under shot You have a bunch of mechanics over there If you say well, let's just give me a charisma, but not the proficiency then I what is the charisma? I don't know I have a deep voice just like Joe Martin over here really really good Eventually people are going to come to me talk to me about some mechanical problems They're going to see that I don't really know that well and I'm just too high up over there not looking into the details My word is not going to count I'm it's going to get out the window eventually when you have proficiency even if you have bad voice all the They know that you know you're shit so well they come out smart every time they talk to you You know that if there is a problem that no one else was able to solve they'll come to you And you'll always have the right answer Because you are the expert matter in that place. No one knows it better than you Whenever you walk into a room, they'll be quiet You know what leads proficiency And an incredible amount of self-awareness and the ability to lose the ego Oh, because when you lose the ego Yeah, you have to look before couple times until you learn and you have self-awareness You know and you're okay with what you don't know. Yes, and when you know what you don't know That's when you dive into it you learn more and then you become proficient at that If you have ego you think you'd know and then you're not going to know Exactly, absolutely It takes that kind of person that has the self-awareness to be like listen I don't know this thing. I'm okay not knowing. I'm not going to bullshit that I do know it And that's when you become successful. That's when you become proficient at that thing That's when you have the confidence and the charisma. It's like it's just like a it's just it's a you're in an obvious path It's very easy to earn respect when people feel that you give them a value when you speak to them But it's also easy to earn respect when you don't know something and you say you don't know it If you always don't know it. Well, that's not good. That's not good. Right. Yes. So ideally you start there Yeah, no, no, you don't know. I mean you're human being right so you're gonna ask questions, but but the thing is When when you come into a company where and the plenty of companies that the founders are assembling group of people they're They're doing their assembly and Because they're not proficient in not even one skills that they might be just good financiers or in hiring or so on They expect everyone else to know but unless you know the space. How would you know if I'm good or not? You're hiring me in marketing, but you're not a marketer. You don't know if I'm good Have to wait down the road and then find out. I'm not. I was doing a good job. We'll get a perspective from someone else So I sold previous nut box. Yeah, I sold before that nut company and I had a couple company So then I sold it and I remember when I spoke to them. I said look Give you multiple websites. It was all SEO driven So you'd find online all those and I had some domains that were High searchable keywords domains, right? Like wholesale cosmetics and so on and I spoke to the guy and I said look let me explain to you about the SEO and he said You want more water? Oh, thank you so much Yeah, I'm good. I'm It's time for me to ring some alcohol actually I've been drinking nothing but water So I told him like I'm gonna explain to you a couple of things about SEO. So you don't expect mistakes because I give them Killer websites all over the phone doesn't stop ringing. I mean when I saw that company the phone was ringing off the hook bunch of email people walking in all the time every all the best search terms are there I had all the best domains are wholesale toys that come out also cosmetic bunch of those I had multiple websites and imagine you would rank on a particular term Two two keywords for the first one two keywords for the second website or just taking off the whole page And that's after Google got sophisticated. I was still working So I told me it's very important. I'm gonna expand you a couple of things about the SEO before you take over I know talk to Mike You don't want to hear about this because what happened if Mike Well, he's you need to know that. That's important You don't get phone calls if that website goes down. You don't want to start paying. This is all free traffic Said no, no mic. Okay fine mic. I go to mic. I explained to him. Yeah. Yeah, I know SEO. I know I know I've done this for six months already Okay, good luck then I go on one day a year or two into it. I'm searching for the domain wholesale cosmetics.com Can find it a fuck What did he was after you left that I thought I saw live? Yeah They went and they did a three-on-one redirect which means I have a domain for the main website Then I have other domains those other domains can capture names or key terms that I couldn't capture with the main website But those domains were So then when you do a three-on-one redirect what you tell Google is permanently move that domain into this website the main website What happened at that point Google Drops all those positions that wholesale cosmetics were seen and he said oh, I get it. This is just another satellite site For the main company Kill it they lost all those positions You know, I was working so hard to register this under a different company a different everything different phone number different Whatever it is you would never find it unless you know Even the address I didn't even put an address over there. So Google wouldn't find through an image through nothing All this work I did this and then eventually All you have to do is just listen All you have to do is listen and that drove a lot of traffic It was it was perhaps a million and I have dollars in self. They did just lost just like that And that one website so yeah Talking about the ego talking about the ego What do you want to get into now? So what do you want to get into we have other stuff? I want to talk about about your favorite person world Elon Musk I was actually funny now. I mean, this is you don't want to talk about you don't want to talk about Well, no, no, let me tell you about Dylan. So you heard about I mean, it's it's kind of funny how I mean by the time people listen to this podcast I'm sure half of you guys have seen what happened but the world's you journal without investigating anything goes and say that he was fucking Surgey's Björn co-founder of brand. Yeah, the co-founder of Google wife and he had enough fair with her and I just just one night stand I know the guy had an actual That's a really good friend. Elon's been in the news a lot Yeah, but I mean they keep posting nothing but negative information about Elon Musk for so long I know, but what does positive do? Positive doesn't get attention. So This is not the inquiry. This is the Wall Street Journal. I've always said then Elon Musk post a picture Can we can we upload the picture? We're gonna upload the picture. It's gonna show where he's with him after when he sent this to the Washington To the New York Post laughing when he's with him in a party after they posted that obviously was No, it wasn't just denying it. He was showing look. We're here partying together. It's bullshit What kind of a reliable new source is that where do what is a good reliable new source for you today But you get your information from and you said I trust them. They know that's a good question Which one which one is your reliable news? What is my reliable news source? I don't think I don't have And no, I don't have one reliable new source I look you want to tell me you don't trust CNN. I don't trust anybody but you have to do that's a thing I think the issue is when people only have one reliable new source So I'll watch CNN I'll watch Fox. I'll go on Twitter. I'll talk. I'll look at people that Seem to not bullshit online and I get 25 data points knowing is that it's extremely 25 data points and then I try and make an educated opinion Based on all these different data points. Is it the same in Canada? Yeah. Oh, oh no It's nothing reliable over there. So in Canada we have CBC which is government sponsored and then we have reliable It's not reliable. Well, it always leans the way of the government Okay, so if you have a right-wing government in the lean towards them. It's fully funded by the government So they're not going to try and be they try and be non-partisan, but they're not really I mean two funds them and that's really the direction they lean So you you want to explain to me this okay, they don't have like a like there's a deep state kind of thing where you have One party that kind of like took over like a chess mat. They come monopoly. They destroy it We're gonna own the media it's left-wing. We're gonna own all those all those offices in the government And it doesn't matter who runs the cover the country. We own that. That's a deep state. That's the media It's not the same in Canada. When's the government? I would say I would say the US actually has a better Listen, US politics are incredibly polarized and and people are far left far right You don't have I mean, I guess you do have some like I think Bill Maher is like a very Centerist. Yeah, but CNN Fox extremely polarizing right in Canada You have maybe a center left news outlet right now. You don't really have anything on the right You have one fringe news organization called rebel news, but they're not well funded and nobody really takes them that seriously So there's no there's no if you had like if you compare cbc in Canada, which is government funded CNN You know you don't have a right equivalent So do they do they report the fact that The leader of the true those true though had so many scandals Huns of scandals. It was all under reported and swept under the rug. What comes scandals? There was a scandal with oh my god, I know there's no like like corporate scandals with like Like preferential treatment of certain corporations. Wow. Yeah, there was like big issues. There was overpayment for like Like like peers and friends for speaking engagements like there was a lot of sketchy stuff. There was uh I think there was like trips that he took that was using like government funds that he shouldn't have been taking I'm not well versed in true those scandals, but I know there's been like more than one of them Like there was an snc level in scandal that I'm pretty sure if you look into the facts of it there was snc level and we had government contracts and they were like unfairly awarded or something like that I'm probably gonna miss quotes so like obviously data checks I don't have all my stats right, but if you actually go into it, it's like a pretty incriminating scandal But I think most Canadians feel like a lot of the stuff that Trudeau does he gets away with pretty easily Did you ever had anyone in Canada say going to jail for Government official into jail or honest sir, but I'm not in politics. I'm not In Israel, you had a prime minister from a left-wing party and he had a president from a right-wing party both are going to jail They're both judged In court by a Muslim Arabic judge But isn't BB right now under investigation for taking this is this is this is the biggest fraud I mean this is where they basically He's been investigated for the last 10 years and it's always the only open the trial right before the election Oh, that is that is catchy. So the problem and the and the fact is the information they're going after Um the reason they cannot really go through trial In actual organized trial. It's because they they have nothing what um So I'm speeding someone else's words. It's not mine a couple um American Attorneys that were reading the entire Documents against him. So there are four cases or three cases and in each one It's it's kind of ridiculous the main one. I think it's 4,000 case the one that he said that we got him it was where the main news guy over there. His name is Moses Monimosis and he's money Moses. Yes, I think money No, yeah, money Moses. Anyway, he was sitting with him in a in his office and been in the Indian Netanyahu's office and he told him look if you're going to Kill the newspaper Israel today We're going to go and cover you positively BB recorded him and told him don't ever do it again get out of my office So that is what they're actually suing him for and they're saying well you should have Called the police and so on But guess what They never went to the news guy Really the one that has a recording they never went to him. They let him do all the reporting and they linked all the information to him So that's that's where that's where you kind of like using the So there is an office and I'm not again, I should have right What is the actual term in English for that where you have a attorney general in Israel is a different separate body from the Israeli Parliament a Knesset But it's a tool for a particular party According to what they're saying. I mean in general, I won't believe that it's true but it's it's drawn towards the left and For some reason anyone that comes into the right that goes in and try to compete with anyone on the left She still finds something to read don't find out. I was gonna read you one of the scandals I was gonna read it to you for true though. Yeah, cuz I looked at actually let's let's go. Let's go Okay, I'm gonna read this to you. You get a nice haircut though recently. I think that's half the reason you got elected But anyways beginning in February 2019 Trudeau faced arguably the biggest political crisis of his premiership His allegations surface that members of his staff had improperly pressed Jody Wilson Rae Bullt who was attorney general and justice minister to take actions to halt prosecution of S&C A huge Quebec based construction and engineering company In 2015 the firm had been charged with corruption and fraud Stemming from allegations that it had used bribery to win contracts from the Libyan government during the regime of Mammar al-Qaddafi Yeah, so it was like 48 million dollars in payments they received from bribes and then Trudeau's government for some reason I'm sure if I dug into I could figure it out prompted The the stopping of the investigation and the charges. Oh, it was it was bad. It was like that's yeah Well, all right, so you know what I'm sure it's all innocent. There is how how could you? Yes, a nice haircut. Look the point is the point is media media mean something and and if there's a reason why we have the media And the media was supposed to report and that's why podcast and I think Joe Rogan has as more eyeballs on him than Fox and CNN and I heard I think it was a Patrick But David David was saying. I mean, that's why they lost the relevance in people who listen to podcasts so we can keep talking and find something that yeah, something that makes no sense. I mean The lowly and just I mean, she's just really good trader. I mean her husband is that was one of my topic Genius that was one of my topics. I mean, well, we have to believe that if she said it's not true Then it's not true because she said it's not true. Ha. I don't care. I don't care. Listen I don't even care about her husband my issue is actually not with her husband. There's no reporting My my CNN about that. No, my issue is that she invested. I think it was five million dollars in the video right before She was pushing a bill that supported. No, it wasn't there but he was her husband. No, it was her to it was definitely his husband Oh, she invested. I'm just kidding. Of course, it's the same. They're they're not allowed to do it. The question is Why how can we don't want talking about this and you don't hear about this in the mainstream media? Do people that make laws? Why are they allowed to purchase stocks? They're not allowed to yes, they are No, they're not allowed to United States inside trading. They just actually they know they're not allowed to and that is the question Why is it that if you're not allowed to there is no consequences and there is no investigation at them? She bought in a video stock No, no, of course, of course. This is this is this is wrong. Absolutely. I was so casting It's funny. It's not even inside a trading because she's the one making the law It's yeah, it's inside a trading based on what she's going to do Absolutely, but the question is why is it that being at the Birmingham investigated and discussed in Anyone else outside of the internet the world will be better the world will be better with term limits and stopping Members of government from purchasing stock Does it be too great improvements? That is still not allowed They just start if you own the media if the media support your side She exercised call options for as much as five million dollars and shares of software company leadership company in a video So call options allows her to buy if she both call option and so by the way so that her husband Paul Yeah, we got off of a deal So here's here's the thing like the fact that the no one does anything. This is how it starts right it starts with Blind eye allow them to rob you This is her robbing innocent people. That's what she's doing. She's buying contracts From people telling them you I'm gonna buy from you the contract Which I'm gonna be up having the right to obligate you to sell me your stock for a very low price within that time frame They have no idea that she knows what they don't know that is where she need to lose that unfair advantage No one talks about this. This is absolutely legal. This is gel time Martha still it was going for nothing like that nothing like that it was like a couple hundred thousand Yeah, and it was it was still considered a slap in a wrist but still this Is in outrage is the fact that we're talking about this and she's not being investigated arrested Yeah, revoked Just for that And it's not the first time not the second time anyway That was my life. He's good. That was my other topic That was my topic and I was laughing because when you were saying before all we love the government We don't want to talk about negative things at the government. No, no, we love the government. I mean we love you guys do things that we love The SEC and Nancy Pelosi We're absolutely loaded. Okay, let's go into the next topic The next one Elon Musk's shirtless picture second time we brought up Elon Musk Okay, so this is something that I think is interesting because Jeff Bezos Looks jacked in all of his pictures now I would have assumed that if I was super rich ultra high net worth individual The one thing that would be important to me would be my health Because I would want to be 200 years old. I would want to get to that mark I feel like Why not? If I was worth people can call you crazy, but eventually you're gonna do it and you're gonna be 150 looking like 50 And who knows? I mean, but my point is my point is why wouldn't you take better better care of yourself? Well, the biggest mistake is people asking what is the routine or the daily routine of successful people and they think That because you're successful you have some magic routine, which I don't think there is. Oh, there's not there's no I mean, I did I did on my Instagram about making the bed, but This is not what made me what I am today This is like making my bed is not the reason this is just me but the end of the day I'm just good in what I do and I okay like why is Lebron James such a good basketball player not because he's making his bed or he's I would actually I would actually argue that most people that are highly successful don't have a work-life balance And I feel like it's actually an incredible Ability to remove the tasks that you do in the day so that you only focus on the most important most most mission critical task I don't think anyone's gonna argue with you anyone that knows I'm saying that most people that are highly successful they aren't good at doing that They aren't good at eliminating good and a couple of things in the rest you might suck ass 100% Okay, well, we don't have to stick on Elon Musk's picture everybody's seen it We spoke about low trust in the news Let's say let's at least let's um When you want I don't want to go. I don't want to go into this one. Let's skip that. What was that? Show me. What was it? You have to tell me this Fauci's retirement. What's that? Fauci's retirement 400,000 a year is not a lot of money after a hundred years in a government working for the government. I have nothing to say about that I think I think yeah, I don't care about that. This is interesting. This is this is another topic Howard Schultz is is thinking about shutting down Starbucks in certain areas Well, why why are you all those years when you were promoting working around the the walk mentality people and just Sixteen star clothes was the first one star star star star was who was the company that says any homeless can stay here And let me read out what's happening when the reader was happening so we know so this was in leaked footage Starbucks CEO Howard Schultz said more stores would close Uh, he said that sixteen store closures would happen in major cities citing safety issues Um, and the union organizers are saying that the closures are retaliation for organizing But I mean, it's like a he said she said how many stores he said they're gonna close 16 locations across Los Angeles Seattle and Portland Oregon up to many and I think it is a good retaliation against the unionization movement like a cancer that goes around and makes everything more difficult You're gonna get you're gonna get eight on For Haiti and I honestly I came from a country where we had that before and we saw what it did to us like it's not union Yeah, it's of course in these I mean unions used to be very like prevalent I actually don't know the the history of Why unions stopped becoming such a thing. I mean, I came from a company like my first company I worked at it was Bell Bell Canada. We most of us was unionized and then thanks to a certain point Then hires after a certain point were no longer unionized So I mean, they've just kind of been a thing in certain size organizations. I don't know look My experience with unions is that you're not necessarily being taken care of it's taking care of for the people on top it's borderline From corruption to a mafia type business And we're you an employee, but your actual rights are secondary to what is higher up in higher people think that it's a good thing But it's not it's as to do you in and then they run the company and then they drive it to the ground It's kind of like a thermite it it really the main problem is that it it really held competition and and it it's a problem If you have a union running in your organization, I'll beat you tomorrow Let me know where all the Starbucks coffee places. I'm gonna go and open my store because I'm gonna beat them just because they're unionized It is so of course. I'll kill you. I actually don't think that's the reason why starting down the stores No, I think I think Starbucks has some issues look Starbucks I mean their last quarter last quarter of Starbucks declare a Waterhole I think they turn out gonna buy any more their shares. They they have to report how many shares they might buy during They said we're stopping to buy any shares back. So we're not gonna buy our own shares So they're stuck drop because of that I don't remember the exact numbers very specific cities that they're studying their Well, that specific cities are exactly what he's saying. It's it's kind of like low lists areas, right? I mean if right over the past two and a half years if you think about the reports of violence of robberies in Los Angeles In Oregon Portland in Seattle Those were the cities that kept coming up again and again and again as cities that were becoming the less tough on crime They became yeah, they became tough. Yeah, look going going to Starbucks. They were the first one to stay If you're homeless, you can stay in Starbucks and it became a little bit for some place. It became more comfortable So I can assume those places Allow homeless people to just go anywhere they want. I mean the thing is when you're homeless in Florida You cannot sit on the sidewalk and just open your tent and stay there It's against the lobby of public property. You can be there there designated area where they allow you to do it But you can just do it anywhere in California They can technically go and put it by your house and they can just put that as long as it's a public property You can do it too if you have a business you can just I can go put my tent and just be there. I didn't even worry about business I'm worried about my house my kids. That's what I'm worried about. Well the point is All homelessness started moving over there for that reason There's just a lot more homeless people over there compared to other places because you it's friendly very friendly, right? Now Always they quite a crime. A couple years ago they came up with the law that say if you are and I agree with you It's not but they said well if you're homeless you can come into Starbucks and get water or tea for free. So they would come to imagine Maybe in Florida, it's no big deal, but when imagine when you're in a lay They'll see all your seats are taken by homeless people. I don't know. I haven't seen it I can only assume so maybe that's one of the reasons like okay Was a mistake we did this before we need to know it can be like this Everything by the way in California happened where it happened because of one ruling Were judge had a verdict where a restaurant owner wanted to or I think it was a restaurant owner Wanted to move homeless. He pushed the homeless to homeless suit him and then a judge said yeah You cannot move them public property can do whatever you want and because of that ruling cross California that's what you see Very interesting