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I've started seven businesses that have gone
0 to a million in their first 12 months three businesses that went north of 10 million but
here's a crazy thing anyone can do this and
00:00:08
I'm going to take you step by step through the
best ways to start making that life-changing amount of money Daniel pry money and business
Expert that's helped thousands of people start
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scale and grow their own multi-million pounds
businesses from scratch these are the best ways to start a business we start with an idea but
we need to sharpen our ideas in the market not
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in our minds I see so many people that raise money
book an office buy computers but after all of that no one's interested in their idea so we have to
conduct tests where we fail fast and fail cheap
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for example waiting lists is one of the fastest
ways to test an idea and this is what really smart entrepreneurs do like Elon Musk launched a
waiting list for the model 3 he launched a waiting
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list for the Cyber truck validating the idea in
fact Rolex had a massive breakthrough when they
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stopped selling Rolexes and they started selling
the waiting list but if it's crickets okay fair
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enough let's have another idea but what if someone
steals my idea ideas aren't worth anything the value is for the person who does it what are the
fundamentals of being an exceptional salesperson
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pitcher first you will have to you said business
is a team sport is there anything you found that is consistent across all of the best people you've
partnered with so here's what I'm looking for and
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there's a lot more to go through but one of
the other strategies for building a business is and that should get you into the six figures of
Revenue just by doing that it's shocking because
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it's so simple let's talk about money let's talk
about if someone's out there and they've got £100
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or £1,000 worth of disposable income what should
I be about to making myself financially free the
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truth is that there's incredible wealth to be
created one of the biggest opportunities in the world at the moment is it's absolutely crazy
to me that so many of you have decided to watch
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our show um and so many of you have decided to
subscribe to our show we now have five million subscribers on YouTube which is a number that
I just can't comprehend and it's a dream that
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I absolutely never could have had we started the
dire of a CEO just over 3 years ago now and in
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my wildest expectations we might have had 100,000
subscribers by now so you can imagine how shocked
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I am that so many of you have chosen to tune into
these conversations every week um and spend some
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time with us so thank you and I made a deal with
you I made a deal that if you subscribe to this show that we would continue to raise the bar and
in 2024 we're going to raise the bar like never
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before I've been working for the last nine months
on a surprise for all of you that have subscribed
00:02:25
to the show and I'm very excited to deliver
that for you the Productions going to change we're going to go even further with our guests and
we're going to tell even more Global stories so
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as always if you appreciate what we're doing here
the simple free favor I'll ask from you is to hit
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the Subscribe button let's get on with the [Music]
episode Daniel if someone has just clicked on this
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podcast can you tell me the reason why they should
stay around and listen and what you think they're
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going to get from this conversation I think we're
living through the most incredible time in history
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never before have people had the opportunity to
build something that is a global business full of
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fun freedom and flexibility full of passion and
purpose and today that is accessible to almost
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anyone who'd be listening to this podcast the Baby
Boomers they got access to affordable housing we
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get access to Affordable Global small businesses
now the entrepreneurial journey is scary to a lot
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of people but if you conduct the right experiments
have the right mindset follow the right process
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it's really predictable and safe for people to
get involved in entrepreneurship and I think anyone who's listening to this is going to see
that it's a lot more process driven then I think
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that we can go step by step to build a business
that you absolutely love on the other end of
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this conversation in an hour's time or two hours
time or you know whenever this podcast finishes
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what are they going to have that they didn't
have before this conversation we're going to talk about the entrepreneurial Journey as a set
of steps predictable steps and they're going to
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be able to have a map of how do you move through
that entrepreneurial Journey like what do you do first what do you do next how do you go to the
next level and scale up and who do you contact
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uh and it's based upon literally coming across
thousands and thousands of entrepreneurs at each stage of the journey so ideally what I want people
to walk away with is just that Clarity around how
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this entrepreneur thing works and who are you
what's your experience so my backgr is over 20
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years of Entrepreneurship I started my first
company when I was 21 years old I did 2 years working for a mentor from 19 to 21 uh we built
a business from scratch to millions of Revenue
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I then left that Mentor I went out on my own
started my own first small business uh it grew very rapidly we went from Z to a million in the
first year and then 10 million in year three I've
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started uh seven businesses since that have gone
Z to a million in their first 12 months I've done three businesses that went north of 10 million
and what about this accelerator I I read that
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you have an accelerator where you have thousands
and thousands of entrepreneurs who come to your accelerator for business advice coaching from
getting from zero to you know up on that um up
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to their trajectory yeah so 12 years ago I noticed
this trend um around this idea of global small
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businesses and I basically saw that technology
was making it possible for anyone to do the things that multinational corporations were doing and I
started an entrepreneur accelerator designed for
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people to positions as a key person of influence
to build their personal brand to build a core team of people around them to digitize the value
that they offer um and to take the most or make
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the most of the times that we're living in and
since then about 4 and a half thousand companies have gone through this whole process um we've seen
people go from zero to multi- multi-million pound
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exits we've seen people build the business of
their dreams where they get to live and work from anywhere and you know we've also seen what people
struggle with and what they've found difficult
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we've gone through pandemics and Global Financial
crisises and all of this sort of stuff with our clients it's dancing classes for entrepreneurs
it's it's a high performance environment where
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you get to be around people who want the same
sort of things that you want uh you get to have some accountability some best practices uh you
get a community or a network around you uh and
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you go through that entrepreneurial Journey with
other people who who are going through it as well do you think anyone can be an entrepreneur I think
entrepreneurial spirit is something that we're all
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born with um entrepreneurship is this idea that
we want to create value for others that we want to take a little bit of a creative risk that we want
to do something that represents self-expression
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there are different stages to the entrepreneurial
journey and everyone can go through those stages
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um there's also not one type of entrepreneur
there are people who are very good at Finance there are people who are good at operations there
are people who are Visionaries there are people
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who are doers and get the stuff done and there are
businesses that suit those types of people so it's about finding out who you are finding out what
kind of business would actually be well suited
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to that person and then making sure that you're
doing the thing that you're you're well suited to how does one know that a business would be
suited to them CU if you you know gauged on
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the the people that come up to me in the street
or the taxi drivers I speak to or my friends or the DMS that I get everyone's got an idea nobody
seems to be short of ideas but so many people seem
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to be stuck at that moment of making a decision
to pursue a particular idea that they almost get like paralysis like sofar preneurs you know all
of their ideas stay on the sofa that they were um
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conceived on but they never seem to get out of the
sofa because of like that paralysis I don't know if this is the one I get that the time is this the
idea the the thing is we need to sharpen our ideas
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in the market not in our minds so what we have to
do is go make contact with other people and see
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what they say and see what they think so we have
to conduct uh tests where we fail fast and fail cheap if we fail at all so here's an example of
what I like to do when someone has an idea I say
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set up a very simple waiting list landing page
and essentially let people know I'm thinking of
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starting something in this particular space or
we're launching something in this space later in the year if you're interested join the waiting
list now that waiting list concept essentially if
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people will join the waiting list and if you get
hundreds of people joining a waiting list it's a pretty good indication that it is a good good idea
uh if you launch a waiting list and you message
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3,000 people and say I'm launching I'm launching
this thing do you want to join the waiting list and no one joins then it's a good indication
that's not the idea right cuz we have to have
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a good marriage between what we're passionate
about what we want to do and what the market wants um there's 6 million businesses in the UK
30 businesses in the USA and that basically means
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there's a lot of businesses doing a lot of things
that already exist so the market might not have an unmet need the market might say hey I already have
a great cupcake Supply there's already someone who
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makes great coffee in my neighborhood we don't
need another one okay fair enough let's have another idea right you can always have plenty
more ideas so you got a test the faster you
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can get on with conducting a fast and cheap test
the better you're going to you know go with your entrepreneurial idea because that's one of the big
sort of mental barriers that people have is they
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see that committing to any of these ideas is going
to cost them three years their reputation and potentially hundreds of thousands of their money
or or an Investor's money so that again creates
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paralysis because the discomfort associated with
being wrong when you think there's so much on the line will hold you in place but your idea there
of just throwing up a landing page immediately
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kills the Paris and also just a landing page of a
waiting list so you're not even saying that this thing's are dead certain you're just saying we're
going to be launching something if we get enough
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interest um and here's the waiting list and by
the way this is what really smart entrepreneurs do like Elon Musk launched a waiting list for
the model 3 he launched a waiting list for the
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Cyber truck I think he launched a waiting list
for a flamethrower I joined all waiting lists
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yeah and he he's you know he's essentially what
he's doing is a very smart process of validating
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the idea one of the best mindsets that we have as
an early stage entrepreneur is the mindset of a scientist conducting a little experiment and what
we're trying to do is not be emotionally attached
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to what happens one way or another what we what
we want to do is we want to say you know what if people don't like this okay I'll have another idea
if people do like this I'll go to the next step um
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so a scientist is just kind of like conducting an
experiment and the best experiments are cheap and fast a waiting list is probably the most powerful
early stage experiment you could um you could go
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with Elon Musk when he launched the waiting list
for cybertruck I don't think there would have been
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an investment Bank on the planet that would have
backed a factory for something that looked like cybertruck but when he walked in and said I've got
a million people who have put down a $100 deposit
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if only 5% of them go ahead they can crunch the
numbers on that and say yeah okay we'll fund that fair enough let's build it um so it's very
powerful I did this recently I I had my team come
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up to me and say hey we could do a startup around
um an AI that helps people write a book and um I
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said well I'm not sure if anyone would like that
but let's launch a waiting list so I launched a waiting list put one post on LinkedIn 750 people
joined the waiting list list I was expecting 150
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uh and in the waiting list we actually asked
questions like how much would you pay for it per month and how many months do you think it
would take you and what would success look like
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and what would failure look like and what else
would you try instead of this if this didn't exist what would you use so we asked all these
questions we collected a ton of data uh and then
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off the back of that we speced out the product I
also went to Angel Investors and said do you guys
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want to co-invest in this one we raised £300,000
on the seis um scheme uh at A3 million valuation
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for an idea no lines of code nothing built nothing
designed uh and essentially we got ourselves ready
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to to launch in a couple of months just simply
off the back of that waiting list and all the data that we uh that we collected so interesting the
the other point you said within there was about
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you said there's kind of two things what you're
passionate about and what the market wants now on the point of passion it's so cliche people say
follow your passions do things you're passionate
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about Etc how role how important do you think the
role of passion is in actually succeeding at any
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of these ideas so if I've got four ideas cupcake
business floristry business soccer business and
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I don't know AI business what role does my own
intrinsic passion of any of these areas matter
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in the chances of success passion matters a lot
because business is hard and you have to stick
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with it through the Downs so the reason passion
is valuable is because you are going to go through valleys um and they're going to be painful and
they're going to be the the gratification is going
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to be very much delayed uh in any business Journey
so passion is the thing that gets you through it's
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not the thing that you ride high on it's the thing
that you get through the hard times with um I have a very weird definition of passion I kind of like
tried to strip it back to its bones and I look for
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an alignment between origin mission and vision so
I essentially say what is your origin story what's your background I want to see that you're doing
something that aligns to what you've always been
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doing I want to see that this goes back to age 10
um for me when I ask people about why you're doing
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this thing I want them to start the story a long
time ago and I want them to tell me about little wins that they've had along the way that have led
to this moment which is why they're starting this
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business to me that's great because anything that
we keep coming back to as a recurring theme is
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what we're meant to be doing so for me I've going
right back to age 10 I have experiences throughout
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um my teenage years and going back to age 10 that
were about business as a Force for good um and it
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goes right back to a garage sale that I did when
I was 10 years old we had a house fire it was a horrible experience but it turned into a positive
experience because I set up this garage sale and
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made some money and something bad happened and I
turned it into something good through business and
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for me there's this recurring theme that all of
my little winds line up to these these themes so
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the origin story is really powerful the vision for
the future is what do I want to see happen in the
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future if all of this goes well and other people
are doing it too what would this look like in the future what would 10 years from now 20 years from
now be if we were celebrating what would we love
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to be celebrating and then the mission is what is
the most high value thing that I could possibly
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do that's in alignment with that Vision so
essentially if there is a strong alignment between
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origin mission and vision something happens where
you you carry yourself in a different way you you
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you sit differently you speak differently you're
you're in this alignment other people pick up on it they want to quit their job and come and work
on your team um they hear about the vision they
00:14:30
hear about your origin story they hear about the
mission and they go oh I'm going to leave what I'm doing and come and join that and that's the magic
of Entrepreneurship so for me that's passion it's
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not about like superficially I like snowboarding
or um oh I've always enjoyed baking a cake it's
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the uh alignment of origin mission and vision
interestingly there um I was trying to think
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about what the opposite of everything you've said
just looks like what's the opposite of passion in your definition what's the misalignment look
like so can you give me a an an example of what
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the opposite of that definition looks like the
opposite is I heard about some guy who pumped a
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cryptocoin and made millions of dollars so I want
to go and find out how to pump crypto coins or uh
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I heard someone who made money flipping property
so I need to flip property and I'm going to do a a
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course on Flipping property I've got no interest
in property uh I've never been interested in property I've never shown any interest in in any
of these things I just want to make money and it's
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got nothing to do with my background I've got no
little wins in this I I have no real vision for the future other than being rich um so essentially
this is of no value to anyone listening no one
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cares in fact when people hear that they're
repulsed by it in most cases just hearing someone
00:15:50
talk about that makes you feel I definitely don't
want to see you for the next two years why are they destined to fail because they can't attract a
team team uh essentially all of business and life
00:16:01
is a team sport and it's your ability to attract
great talented people around you who want to work with you that is ultimately the reason we succeed
and it's ultimately the reason we feel good so if
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you're saying things that repulse people then
talented people leave and talented people don't
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want to be involved if you're saying something
that feels resonant that it feels aligned and it feels like um something's happening it feels
like this guy's up to something or this you
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know this woman is up to something she's in
rolling people in this Vision that she's got and people love her story it's destined to succeed
because good people are getting involved and more
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and more good people are getting involved do you
knowing what's a good opportunity and what's not
00:16:41
a good opportunity do you think that when you're
younger you should be saying yes to more stuff
00:16:47
cuz like in the position you're in now you're
bombarded with opportunity so you have to use a kind of a different mental framework yeah do you
think when people are younger they should have a
00:16:54
different bias towards accepting opportunities or
[ __ ] around and finding out yeah definitely we
00:17:00
we should definitely go through that phase um and
also be willing to say oh that wasn't it I'm going to stop and go try something else so you dropped
out of University I dropped out of University I
00:17:09
was so excited to go to university and then as
soon as I realized it's this is not going where I want to go I had to make the decision to leave
all my friends um and walk away from University
00:17:20
that that sort of dark Valley you have to walk
through of uncertainty when you make the decision to leave the um well worn track of University
or corporate job or the 9 to5 that how how does
00:17:32
one prepare mentally like what's the mindset of
someone that goes you know what I'm going to go through the stinging nettles through the bushes
and be lost and find my own way I always enjoyed
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all of this by the way so the my mindset was
that I was always quite excited that um being
00:17:48
lost I felt was probably going to be part of the
process I have a simple view around mindset which
00:17:53
is you're either being a reptile an autopilot or a
Visionary what's that reptile thing you mentioned what's the definition of that oh well reptile mode
is fight flight freeze freak out um throw Tantrums
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uh be angry at the people you should not be angry
at um feels unfair that the world's against you um
00:18:12
all of that and the Visionary what the definition
of that so the Visionary I don't know if you've had these moments where you feel anything is
possible um and you feel very expansive um you
00:18:22
think in long time frames so you think in maybe 10
20 years out you also might see the World As One
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Small Place so you might uh mentally your mental
model might be that the world is just one little ball that flies around the Sun and there's markets
everywhere and that there are opportunities
00:18:39
everywhere and that there are people trying
to get stuff done and I could have a business that's anywhere and you feel a sense of love and
compassion and optimism uh and you typically uh
00:18:51
become more influential in your circles the other
strange thing about the Visionary mindset is that
00:18:57
um they did some research with Indian farmers and
they found that uh these particular people they
00:19:03
got paid their yearly salary in one lump sum and
then they had to make that last for the whole year
00:19:09
and as they were getting close to the end of that
cycle they had uh an IQ test which showed that
00:19:15
they were 15 points of IQ lower than when they
had just been paid the lump sum so the lump sum
00:19:21
allowed them to think long term it allowed them to
feel affluent and abundant and their IQ the scores
00:19:27
on the IQ test went up um as a result of feeling
good and feeling amazing and feeling affluent and
00:19:33
then by the time the money had run out and
they you know not sure whether they're even going to make it to the next one their emotional
intelligence their actual IQ intelligence had
00:19:42
dropped significantly so one of the things that
is a real challenge if you're doing it tough is
00:19:48
that you're essentially regularly putting yourself
into these uh situations where your IQ is right down um your your emotional intelligence and your
IQ suffers as a result of being in reptile mode I
00:19:59
remember a time where I got a parking ticket for
$40 and I I freaked out like I flipped out I had a
00:20:06
massive fight with my friend and um you know like
I was in a place where $40 was was seriously an
00:20:13
issue um and I remember thinking I'm just going
to eat cereal for for weeks um to try and get
00:20:20
through this um and so full reptile meltdown mode
what would the uh Visionary have responded to the
00:20:27
parking ticket well the Visionary has a different
view of life and the the first thing is that if
00:20:32
a resource exists on the planet anywhere that
resource is really just a couple of conversations away so essentially a Visionary would say well
someone's got $40 I just have a talk with them
00:20:42
and and see what they need and I'll help them
with whatever they need they can help me with the $40 that I need um maybe I need to wash their
car maybe I need to you know help them with their
00:20:51
video editing or something so the Visionary is
all about the idea that there's really not a
00:20:56
lot of boundaries between the resources on the
planet that it's just a gray Zone around who owns what and Who's got what and we can just have
conversations about that so Visionaries can easily
00:21:06
raise money and raise funds because they just
think well someone's got the money and they want to put it to use so I'll just give them a plan
as to how we're going to put it to use there's
00:21:13
a great story that I love which is I think it
was the producers of Top Gun were creating these
00:21:19
little models of airplanes and boats and they're
trying to figure out how they would do like a Star Wars style Top Gun movie and someone said have
we actually called the and us whether we can use
00:21:29
their planes and their boats and everyone's like
no it's like well they've got planes and boats
00:21:34
let's see if they want to do it so they ring up
the Navy as you do and they speak to the general and the general says oh yeah we want to enroll
more people in the Navy so we would love for you
00:21:43
to make a Hollywood Blockbuster film what do you
need and they basically say well here have the Jets have the boats have the aircraft carriers
what whatever you want to do so it's kind of
00:21:52
weird to think that someone woke up this morning
with the resource that you want and if you have a conversation about how that resource gets used
right essentially you are now as it's as good
00:22:03
as you having the resource someone woke up with an
aircraft carrier if you've got a good use for that
00:22:08
aircraft carrier why not have a conversation about
how that aircraft carrier gets used today it's
00:22:13
shocking because it's so simple and and but it's
so resonant with me there's two examples I'll give the first I've talked about many times was when I
was 16 17 in six form saw Carly Stoke sat in front
00:22:24
of me who was a girl in my school I think she was
head girl but she was picking the vending machines we were going to get in the school and in my brain
I thought um we have 2,000 paying customers here
00:22:32
surely there's a vending machine company that
would love to put these machines for free and give us a cut went to the computer room sent five
emails based on Google search rankings by the same
00:22:41
day and Mr sprinkle who was our head of keystage
5 has confirmed this on live TV someone showed up with a tape measure to fit the machines because
one of my emails had gone to a former student who
00:22:50
was now the CEO of a vending machine company and
he had been looking to give back to the school example uh B comes in that one yeah did you feel
what it felt like to be a Visionary where it's
00:23:00
like anything is possible like why are we not
just of course we've got 2,000 CL like like did you feel cuz you must have felt reptile versus
Visionary in your life you've had reptile moments
00:23:11
where you're like 100% I hate everyone I want to
kill everyone you know and then you've had moments
00:23:16
where it's like oh you know we can bend the
world yeah we we can bend reality exactly we have conversation about how reality works and we'll
just you know bend it yeah and so my question has
00:23:25
always been like where does that come from because
is I view our beliefs all of our beliefs as a
00:23:31
stack of evidence we either have or don't really
have and for me the youngest of four siblings I had so much space compared to my siblings when
I was young that I got to like we said earlier
00:23:40
like [ __ ] around and find out I got to conduct
experiments and that led me to believe that the world is bendable I used to say when I was 14
that if someone said to me that we need to go
00:23:48
to the Moon next week I believe there's a way cuz
I think there's probably a rock rocket going and
00:23:54
all I need to do is contact the person and make a
compelling pitch that's how I get to the the moon next week you thought that at 14 yes I used to say
this all the time like my my difference between
00:24:02
myself and my peers they were academically better
but in my head there was the only thing that stood in the way of where I am now and where I want to
be is a bunch of people bunch of conversations
00:24:11
yeah pitching essentially pitching is in Rolling
people into new ideas so what entrepreneurs do
00:24:17
to advance their ideas is we pitch them into
existence we start with an idea and we pitch it and we pitch it and we pitch it we sharpen our
pitch by talking to people but what we're doing
00:24:27
that's different is we're not just explaining
the idea to people we're trying to enroll them into that Vision we're enrolling people into this
Vision that we've got for the business and that
00:24:38
um process of getting people to do something that
they didn't wake up thinking they would do that day is pitching right that's and that's one of
the first tools that you learn as an entrepreneur
00:24:47
and actually on Dragon's Den that is the main
tool that people are given in order to enroll the dragons into investing or getting involved or
not so um where does it come from I think was your
00:24:57
question uh I believe it's built into every single
individual that it's an evolutionary function that
00:25:03
essentially at the very base of our brain is this
reptile mode which is fight flight freeze which is rarely appropriate but in a survival situation
probably is appropriate and then there's autopilot
00:25:13
mode which is essentially just do what you've
always done repeat the past you know just get into a loop uh if it worked last week and and I didn't
die last week well then I might as well do the
00:25:23
same week again um and then there's Visionary mode
which is what could I do different ly what you know what might what would be a creative way to
solve this problem so I feel that a lot of people
00:25:34
think they're missing something and actually it's
all built in and if you can get yourself into that Visionary mode often it's the people you hang out
with um it's the books that you read the podcasts
00:25:42
that you listen to if you can get into that mode
then a lot more becomes possible you get more IQ
00:25:49
points you get more EQ points um and you see
the world in a in a very different way the key
00:25:55
question there is like how do you get into that
mode I have a very one-dimensional biased um
00:26:01
Journey so I'm not sure if my journey is the the
best one to take um notes from but from what I've
00:26:07
seen personally people are either in some kind
of upward spiral towards being more Visionary
00:26:13
because it's compounding in their favor they're
sending the email and then it's working which
00:26:18
means they have the evidence to send more they're
more likely to send emails with more conviction and more frequency because it worked last time
and then more work they get more responses so
00:26:28
they send more emails it's this upward wonderful
reinforcing spiral upwards and they become more and more Visionary like Elon Musk is at the very
top now he's like space ships to Mars yeah he's
00:26:37
like chips in your brain that monkeys can control
computers with that's someone at the very top of
00:26:43
that Visionary cycle and at the the bottom of the
reptile cycle is someone who you know at work the
00:26:49
CEO says does anyone want to stand up and share
their ideas and they just slouch back in the chair because they've had their confidence um negatively
reinforced maybe last time they tried it didn't
00:26:59
go bad maybe their father or their mother gave
them bad feedback one day and they're in this downward spiral where when they do show up they
show up with low confidence they put in a bad
00:27:09
performance it goes bad less likely show I would
actually call that autop pilot mode which is I've never done this before so I won't do it next time
um reptile mode is is very destructive you're act
00:27:20
you're actively breaking your world so it's it's
where you do the worst possible thing okay um so
00:27:28
you are throwing tantrums and you're lashing
out against the people who you should you're
00:27:34
actually lashing out against the people who are
trying to help you probably um so that's that's where you're really at the bottom of reptile mode
very destructive autopilot in your situation where
00:27:43
you said about the person who you know is given an
opportunity to speak and they say oh well you know it's not what I do is the autopilot response
the Visionary is like oh this is a chance to
00:27:53
mobilize resources um I've got an opportunity here
to expand my sphere of influence and become a key
00:27:59
person of influence in this room you know so the
Visionary is like oh great this is this is a good opportunity I can do more with this if the pitch
is the keys to everything you want to be because
00:28:09
if we were saying that it's really conversations
that stand in the way of where you want to go and it's the pitch that is essentially the key to
wherever you want to go what are the attributes of
00:28:20
a perfect pitch what are the fundamentals of being
an exceptional salesperson pitcher well you've
00:28:27
seen some great pictures on the den um lot of bad
ones too yeah so here's what I look for clarity
00:28:33
is the base level you just don't want to confuse
people um Authority is the ability to communicate
00:28:41
that you are worth listening to that there's
something about your background or what you've done or the data that you're possessing or the
mentor that you've got that gives you some sort
00:28:50
of authority to be talking about this so Clarity
and Authority uh defining some sort of a problem
00:28:56
that the customer has or some some sort of problem
that exists in the world that needs solving and that you've identified an Insight or a solution
for that problem then the why which I would say
00:29:06
is about communicating why you care enough about
this that people would buy into you as the person
00:29:13
to drive this forward you then want to define
the opportunity what is the bigger opportunity
00:29:19
for anyone who gets involved the next steps what
should someone do next and then the emotion or
00:29:25
the essence that you want to leave people with
so that they remember remember you based on that essence or that emotion that you made them feel
so that's the great Arc of a of a of an inspiring
00:29:33
pitch what was the last one there was that the
emotion so Clarity Authority problem solution the why opportunity next steps and the essence and
it spells out Capstone so that's how I remember
00:29:45
a great pitch I've I had to come up with a way of
remembering this because I was pitching so often I had to be able to come back to okay how do I pitch
this so the essence that's the one I I wanted some
00:29:54
more definition people remember you based on how
you made them feel so you want to think how do I
00:29:59
want to leave people feeling what's the emotion
that I want people to remember when I'm pitching yeah so you want to finish the pitch on an emotion
you want to finish the pitch by expressing um what
00:30:10
it is that you uh essentially what is the emotion
or the feeling that you want um you want this
00:30:17
business to be about and what's the opposite of
that then the emotional piece so what's a pitch that is lacking uh well a lot of pitches finish
on next steps and it's very logistical um so I've
00:30:26
seen lot of pictures that are going great and then
they go and then here's what we need to do next blah blah blah and then it becomes a little to-do
list and everyone goes oh that kind of landed flat
00:30:35
and if you finish on the essence then you actually
just bring people back to this is what it's really about so that we even though we've talked about
opportunities and next steps and the finances and
00:30:44
all that sort of stuff you want to finish on this
is what we're really about this is what we're up to in the world I've been thinking a lot about
you know some adjacent subjects to what we're
00:30:51
talking about here but this idea that if you just
asked five times more than you're currently ask
00:30:57
asking your life would change um the secondary
example I was going to give after my coffee um
00:31:03
machine example from when I was 16 was when I was
18 and I was completely broken that's when I was shoplifting those Chicago Town pizzas to feed
myself and I need I start I was starting this
00:31:11
business called wallpark and I needed camera
equipment I sent 20 emails to camera company saying hey I've got um this website I'm going to
launch we're going to record videos on campus I
00:31:21
need some cameras if you lend us the cameras we'll
put your logo on all the videos we make on campus
00:31:26
within 7 hours Samsung had sent £10,000 worth of
camera equipment to my front door in my side I got
00:31:33
an email the day after the cameras arrived and it
said these are um returns send them back when you don't need them anymore and I'd solved someone's
problem for him because he had returned cameras
00:31:42
in a warehouse that he didn't know what to do with
he sent me £10,000 worth of camera equipment for free within 72 hours you just asked and I go oh
my God like when you're at the bottom and you
00:31:51
have nothing to lose and you have an internet
connection and a Gmail account why aren't you sending out 20 30 50 emails a day yeah asking you
think in emails I think in calls um cuz when I
00:32:05
was 18 you pick up the phone and make a call um I
always had this rule called make three calls and
00:32:11
I remember a nightclub party that I I saw these
15-year-olds um sitting in the street I just
00:32:16
turned 18 and I was um loving going to nightclubs
and I saw these 15y olds and they're skateboarding
00:32:21
and they're hanging out in this little area
and um they were asking me what it's like to go to a nightclub and I said oh some should put
on an under 18's nightclub party so that you can
00:32:29
experience it and see what it's like they're like
oh that would be amazing and and I thought oh I'm going to do it so I called the nightclub I'd been
going to and said oh I have a promotions company
00:32:40
and we run nightclub parties for under 18s during
the school holidays we've selected your Venue to be one of our venues um for the next holidays
would you be interested in discussing that he
00:32:49
said like yeah send through a proposal and then
I'm like oh okay yeah we'll send it we'll send through a proposal and anyway we ran we ran a
series of nightclub at that thing and we it was
00:32:59
the first time I'd ever made 10 grand in a night
because we had a th people pay 10 bucks ahead and that was a lot of money and it was all cash and
uh it was it was wild and it was just literally
00:33:08
just asking I have to say a lot of people send
me messages I get um many thousands of messages
00:33:14
a week across my inboxes LinkedIn Instagram the
podcast Etc and because I'm exposed to so many
00:33:20
thousands of messages as I'm sure you are you get
to see the variance in a good ask versus a bad ask
00:33:28
yeah now I want to drill down on that what are
the core components of a great ask the best ask has With or Without You energy With or Without You
energy is the energy that you have when this is
00:33:38
going to happen with or without you so essentially
when you say we're going to be doing this filming
00:33:44
and do you want to send some cameras and we'll
put your logo at the bottom it's happening with or without you you can be the company that gets
the logo or not um but it is happening with or
00:33:52
without you um the worst asks are I desperately
need this to happen and if you don't say yes yes no one will ever say yes and and therefore I'll
give up so if I think about the best asks that
00:34:03
come through something is going to happen and it's
going to happen whether I'm involved or not and
00:34:10
I get to choose whether I want to jump onto that
or not um and those are the most compelling most exciting uh opportunities that that get pitched
so I'll give you I'll give you an example when
00:34:19
I first arrived in the UK I had a suitcase and a
credit card and I'd never been above the equator I arrive in London and I'm going to launch a
business in London and within the first two weeks
00:34:29
I message all the people who are influential in in
my industry and I basically say I'm I'm hosting a
00:34:35
dinner party there's going to be about 30 amazing
people there who are The Who's Who of the industry um I've just arrived from Australia if you'd like
to come along to the dinner party let me know
00:34:44
and I'll um allocate a spot to you and within two
weeks I'd filled 30 spots at my at my dinner party
00:34:51
and they were all people who had massive databases
the biggest database was like 600,000 people so
00:34:56
so I've got this dinner party and I stand up and
I say I'm Daniel Priestley and I've just arrived from Australia and I'm going to be launching
a business here I thought I'd put together a
00:35:05
dinner party just to kind of get to know everyone
I've got my diary with me I'd love to make a time
00:35:11
uh in the next couple of weeks to sit down
and have a chat with you about how we could do a commercial partnership or a joint venture
um as part of our launch I'll just come around
00:35:19
and I'll make a time and um and and and then other
than that enjoy the evening so I walk around and
00:35:25
I book 28 one:1 me meetings for the following 2
weeks and everyone who I had a one toone meeting
00:35:31
with knew that I had 28 other one to one meetings
and they could see that I'd hosted this party mind you the party this dinner party cost like 1,500
quid it wasn't it wasn't nothing but it wasn't a
00:35:40
lot so I then end up having these uh meetings and
everyone starts agreeing to support my launch so
00:35:46
I'm pitching into existence that we're launching
this thing uh and then the biggest database with 600,000 people they say yeah we'll support your
launch so when we did the launch email campaign
00:35:56
cign to everyone's database we booked hundreds
and hundreds and hundreds of people we did two
00:36:02
nights in Manchester two nights in um Birmingham
Milton keing and then we did like three or four
00:36:08
events in a row in London we did4 million pound
worth of sales off the back of it in the first few months it was interesting that whole experience of
just putting together a dinner party and getting
00:36:18
everyone involved but it had with or without
you energy what what's the sort of psychology underpinning that is it like scarcity what is it
that's causing with or Without You energy to make
00:36:28
people choose to buy from you or go with you I
think people like to get involved in something
00:36:33
that they feel is happening um and it also
demonstrates that you're a key person of influence
00:36:40
that you're actually an influential person in your
industry that you have the confidence to say I'm I'm putting this on and it's going to happen we're
going to make the movie we're going to launch the
00:36:47
business we're going to do the thing we're going
to raise the fund you you're free to join or not
00:36:52
uh totally fine uh it's there's no neediness and
humans respond to the idea that they don't want
00:36:59
to miss out on something that's going to happen um
very rarely exciting things happen right most of the time for most people everything's humdrum and
then occasionally something exciting is happening
00:37:09
and you don't want to miss out on something
that's happening so you know I don't like no one likes neediness people like things that
are happening and people like to flock around
00:37:18
key people of influence so by demonstrating that
you're a key person of influence who's putting something together people just naturally gravitate
around that it's interesting it reminded me of an
00:37:27
example from a company that uh I invested in
five or six years ago and in one of my first
00:37:34
meetings with them I looked at their website and
they had this button on there that said um become
00:37:39
a member now and I said we should try changing
that to join the waiting list and when I had
00:37:44
my first board meeting with this company they
said Stephen of all the things you've done for us the most valuable thing you did was getting
us to change that button from become member now
00:37:53
to join the waiting list and I said why they
said two two things happened the first is the amount of inquiries we got the amount of people
clicking that number Rose by 500% the second
00:38:04
thing is conversion went up by about 300% because
previously just by changing a couple of words on
00:38:11
that um button people would click the button they
would then get scheduled an appointment to have a tour of this um facility they would then not
even show up for their tour they would because
00:38:21
they didn't value it the minute we changed it
to join the waiting list and then they got an email saying hey you've been selected for Q jump
or whatever they would never ever miss the tour
00:38:31
and if they were late for the their scheduled Tour
by 1 hour they would profusely text and apologize
00:38:37
and try and reschedule tiny shift tiny shift in
just a couple of words not a tiny shift because
00:38:44
if you look at how human psychology works in order
for someone to want to buy something they have to be about 100% certain in order to join a waiting
list you only have to be 5 10% certain that you
00:38:54
want to do something and people like to warm
up to things a little bit slowly so join the waiting list means that hey you only have to be
slightly sure that you want to do this then the
00:39:04
uncertainty of do I get through or not I've joined
the waiting list I've made a micro commitment now
00:39:10
it's there's a an uncertainty Gap and it's like
oh I need the certainty I need to know whether I'm off the waiting list or I'm through to the
next phase so now we enter a different like oh
00:39:20
will I will I or won't I get through but it also
gives the business a great opportunity to warm
00:39:25
people up so you talked about doing a tour of
the club let me give you some other examples um
00:39:30
glastenbury music festival they tell people that
they can't book a ticket they can only register for a ticket um that they're interested in a
ticket so a registration of interest but not
00:39:39
a ticket sale so what they do is they get 700,000
people to register interest and then they tell you
00:39:45
slowly who are some of the bands and they warm
you up to will you get it or not and they tell you 500,000 people are now registered 600,000
are registered 700,000 are registered and they
00:39:55
said but there's only 4,000 tickets so then they
say we're going to make the tickets available at
00:40:01
500 a.m. so only the True Believers are going to
be there only the true music fans who are willing
00:40:07
to get up early and then there's this whole
like suspense and excitement of like will I get a ticket or not people set their alarm
in the morning they know that 700,000 have
00:40:16
registered 140,000 will get through so they just
fight for those tickets Rolex had a massive uh
00:40:23
breakthrough in the way that they uh in becoming
a Big Brand when they stopped selling Rolexes and they started selling the waiting list so you can't
buy a Rolex the way it works with a Rolex is you
00:40:33
go into a Rolex retail store and the only thing
they will sell you is getting onto the waiting
00:40:39
list so they won't actually sell you a watch
so first you will have to get on the waiting
00:40:44
list and register and then about 6 months later
they'll say good news uh we have the watch that
00:40:51
you want available but it's only available for 3
Days right other than that we can hold it for you for 3 days but after that that we'll have to sell
it to somebody else and essentially everyone goes
00:41:00
rushes down and gets the Rolex so that cycle of
join the waiting list and then make the sale is
00:41:07
brilliant and this translates perfectly for people
at the early stage of the entrepreneurial Journey
00:41:12
because it doesn't matter whether you want to do
a rocket to Mars or whether you want to launch a cupcake business or you want to do a fashion brand
or you want to do uh a service of bookkeeping and
00:41:22
accounting all of those you can launch a waiting
list with minimal cost um set it up very simply
00:41:27
and basically um you use a template boom you
you've got a waiting list and you can also collect
00:41:32
the data so you can't just join the waiting list
name email answer five questions to get on the waiting list how much are you willing to pay what
are you trying to achieve what's your biggest fear
00:41:42
of that could go wrong what would you try if this
didn't exist so you ask a few of these questions
00:41:47
and then people get on the waiting list you've
got all that data when people hear that they'll
00:41:53
think that putting someone through a set of sort
of rigorous questions to give them access to the product on the other side would would deter most
people but it reminds me of a psychology study
00:42:02
that I read about then wrote about in my last book
where they got two groups of people um and it they
00:42:08
had a boring Community Forum online as the sort of
the product they let one group of people straight
00:42:15
into the boring Community forum and then they
asked them how much they appreciated and found value in the boring Community Forum that group
of people said it was boring right then they had
00:42:26
this other group of people in this study and they
didn't let them into the boring Community Forum they made them go through a rigorous selection
process and the people that got into the boring
00:42:37
the same boring Community Forum when asked in
surveys after how much do you value the boring Community Forum they said it's great yeah and it's
the psychological bias because you've had to fight
00:42:45
for something what you what you're describing is
Harvard yeah it's Harvard University it's exactly
00:42:51
that it's the same University subjects that
everyone teaches but it's hard to get in yeah um I use one of the other strategies for building
a business is waiting list but also discussion
00:43:01
groups so one of the things we do when we launch a
business is we don't launch the product or service we launch the discussion group so the first thing
is um let's say let's say I was going to launch
00:43:12
a gym in wesworth I might say we're going to
do weight loss wesworth an online discussion
00:43:17
group on WhatsApp and we' just promote the hell
out of that group and if we had 4,000 people in that group we could then launch a gym pretty
easily off the back of the discussion group so
00:43:26
I'm a big believer like in weight list discussion
groups anything like that that is super fast low
00:43:32
risk low cost these are the best ways to start
businesses that that you you you know and you're collecting data you're getting people to answer
questions to get in and you're learning about
00:43:41
what the product Market fit probably is going
to be the right product for those people in ones worth exactly and sometimes you get very surprised
you you find out that Oh I thought that this was
00:43:49
going to be for men who want to build big muscles
but it's actually for women who are excited about
00:43:54
CrossFit it's like oh okay didn't didn't know that
like now I've asked the questions I'm finding out
00:43:59
that it's slightly different to what I thought
I thought everyone would love red but everyone loves blue uh okay we we can we can do that so
in those early stages of of business you want to
00:44:09
when I said uh before about conducting fast cheap
experiments waiting lists discussion groups online
00:44:14
assessments are amazing so an online scorecard or
an online assessment great way to think of them is a Readiness assessment so Readiness assessment
like are you ready to launch a podcast answer
00:44:24
10 questions to find out are you ready to build
your brand answer 10 questions to find out are you ready to be an investor in this type of investment
answer 10 questions to find out so it's an online
00:44:34
assessment where you answer a series of questions
to get a Readiness score and then based on the Readiness score uh you people will then find
out if they're 30% ready 40% ready and people
00:44:46
love these Readiness scores this is one of the
fastest ways to test an idea and getting signals of Interest everything is Downstream from lead
generation in business so you essentially have
00:44:55
to uh you have to generate leads and then you
figure out if you've got a business or not so
00:45:01
the fastest you can get into the lead generation
the better one of the worst things that people
00:45:07
do when they're starting a business is that they
think that having a business is about the supply
00:45:13
side of what they're doing supply side means
your ability to look after a customer and keep a customer happy but actually a business has to
start with the demand side it's you've got to test
00:45:21
the demand side before you test the supply side
if you can't manufacture demand there's no point manufacturing Supply it doesn't matter you know if
you say oh I you I've come up with this chili and
00:45:31
basil flavored ice cream great you can make that
but does anyone want that right you got to check
00:45:36
out whether you have the ability to to get that um
product into a market so what I see so many people
00:45:44
they take qualifications they get certifications
they might raise money they might set up a venue
00:45:50
they might book an office they might buy laptop
computers all of this stuff and they might spend
00:45:55
SP 3 to 6 months doing that and then finally
after all of that they then experience oh no
00:46:01
one's interested in this now what do I do with
all that stuff so in the Chilean ice cream example what should they have done join the waiting list
we're launching Chile and bzel ice cream if you'd
00:46:10
like to try it and taste it join the waiting list
people don't know what they want though because in the ice cream example it's a taste thing right so
it sounds good but in reality it could be re like
00:46:20
so I mean this is a crazy idea it's a terrible
idea that we're but but anyway let's let's go
00:46:25
with it um so you you create a waiting list where
we're doing really wild flavored ice creams and
00:46:30
it's crazy flavors like chili and Basel ice cream
and salt and pepper ice cream and blah blah blah
00:46:36
if you're interested in really different exciting
new flavors of ice cream join the waiting list and
00:46:42
we will invite you to a taste tester um when
it's ready you'll get to come to an exclusive
00:46:47
event where you get to try and test our latest
recipes in in central London so now you promote
00:46:53
the waiting list and you see can I get lots of
people and some of the questions might be which flavor are you most looking forward to are you
looking forward to octop octopus ice cream are
00:47:01
you looking forward to you know which one right
so you go through and you they answer all the questions and then they join the waiting list then
you say join the ice cream Discovery discussion
00:47:11
group right so now they're in there talking about
their favorite ice creams and what crazy flavors they like and you can actually have a daily poll
and you're doing that all in WhatsApp and then you
00:47:20
say now come to the the event that we've got the
taste testing event you could launch the ice cream
00:47:25
assess all right what kind of what which type are
you are you the Savory ice cream person or the
00:47:30
sweet ice cream are you the you know so you could
have four ice cream personalities and they take the test and find out which ice cream personality
they have so you can do all of this stuff for free
00:47:39
or almost for free without making a scoop of ice
cream right none of this stuff involves actually any commercial kitchens none of it involves
packaging or branding or any of the expensive
00:47:49
stuff you're just doing the things that's testing
whether people are actually interested in this and if it's crickets if you put a lot of effort into
trying to get people interested in this and you've
00:47:58
got 12 people in your little group and they're all
you know sadly looking at each other going where's
00:48:03
the basil ice cream you know this is never going
to fly if it you know I was thinking there some
00:48:09
people might come to the discussion group you know
your friends whatever your mom comes down she goes yeah your ice cream's great Daniel well you want
to do cold Outreach cold Outreach I don't know
00:48:19
how long we're going to talk about ice creams
but cold Outreach is is where you essentially make um a list of all the communities and groups
that exist online all the all the accounts that
00:48:29
already have followers and you just cold Outreach
a thousand people and and get them involved but
00:48:35
Daniel what if someone steals my idea well my my
experience tells me until you've got a Ferrari no
00:48:43
one steals your idea yeah people steal ideas from
people who have Ferraris right so it's that bias
00:48:48
towards if you've been successful in the past then
your ideas are worth stealing the beauty of having
00:48:53
nothing is no one's going to steal your ideas ever
they're going to look at your account on Instagram and go oh you got no followers and you know you
haven't got a Ferrari so I'm not going to steal
00:49:01
your idea so you've got this great Advantage when
you're starting from zero that no one no one will
00:49:06
steal the idea and here's the other thing ideas
aren't worth anything uh here's a great idea
00:49:12
let's rip down all the old buildings in London
and build brand new buildings what's that idea worth trillions well it would be worth trillions
if we did that well actually no the value is for
00:49:22
the person who does it so if someone else steals
your idea does it they deserve the money right
00:49:27
let them have it they're better at executing get
on with the next idea and be better at executing next time so if someone's able to execute better
and faster than you they deserve that money that's
00:49:36
fine let them have it get on to the next idea
thinking about it like this podcast there's lots of there's like three million podcasts a lot of
podcast the idea itself to start a podcast isn't
00:49:45
where the value is derived from no so much of it
is pitching and um and also the commercials behind
00:49:51
the scenes you know creating the right offers
making sales so this is the other other thing that early stage businesses need to do you got to
stop calling yourself an entrepreneur and start
00:49:59
calling yourself a sales person you're going
to get out there and make sales in the early days so a lot of people are really uncomfortable
with the idea of making sales but that's what an
00:50:08
entrepreneur does an entrepreneur is a salesperson
especially in those first couple of years you you
00:50:14
are the chief salesperson if you can't sell it
nobody's going to sell it I've the heard of a lot of these topics is this idea of failure because
you're talking about experimentation we're talking
00:50:24
about ask with all these things and people's
relationship with failure seems to correlate to their eventual success over the last couple of
years in particular especially from doing this
00:50:33
podcast and a lot of other more recent businesses
that I run I've realized that that experimental
00:50:39
mindset the type of person that quickly runs the
test versus sits and procrastinates for years
00:50:44
is really the winner in most Pursuits and then I
studied Amazon and Jeff bezos's shareholder letter
00:50:51
says this has to be the best place in the world
to fail I looked at booking.com and they have that moment where they launched their experimentation
platform because they were sick of arguing about
00:50:59
what the best feature was in the boardroom
I look at Thomas Watson back in I think 1950 or 60 where he says um one of his employees had
just made a huge mistake which cost the company
00:51:10
$600,000 and he's asked in an interview are you
going to fire them and he goes fire them I just
00:51:15
spent $600,000 training them these people
seem to have a different attitude towards
00:51:20
the value of failure yeah this goes back to the
school system the school system is designed for component labor and you don't want components to
fail um what we're doing now is different so we're
00:51:30
especially now we're entering entering the age
of AI so in in a post AI world most of the things
00:51:36
that we think of as valuable that the school
system could possibly teach us are not going to be very valuable very long so functionality
versus Vitality when something is functional it
00:51:47
performs a task reliably when something is vital
it's Irreplaceable life force energy so what we
00:51:53
have to do is recognize that the value has swung
from something that is reliably able to perform a
00:51:59
task to something that breathes life force energy
into into a project so I know this is kind of
00:52:04
woooo but essentially this is the difference
when you are breathing life force energy into
00:52:11
something you're okay with failure we're we're
just conducting experiments we're finding the way that works and we just found 900 ways that don't
work and now we're going to find the next one and
00:52:19
you you're bringing something into existence it's
just like being a parent you know when when you
00:52:24
see the child P down you you get the child back
up and you get them on to the next thing and when we learn riding a bike we have to go through
falling off the bike so there's all of these
00:52:34
experiences that you know what it's like to bring
life force energy to something and that involves
00:52:41
a process of failure um and then functionality
if we're really um putting our value around the
00:52:49
idea that something has to be functional or that
I have to be functional that my value is in my functionality then failure is such a bad thing so
this is a big difference in how the pendulum is
00:52:58
now swinging we have to remove the idea that you
are valuable because you're reliably functional we
00:53:03
have to swing it back to this idea that you're
valuable because you breathe life force energy into something for someone that doesn't know
the definition of Life Force energy how would
00:53:11
you define that so this word Vitality has two
definitions Irreplaceable and life force so
00:53:17
if something is vital it's Irreplaceable and it's
life force so you need to find something that you are the Irreplaceable life force you pitch it into
existence you create it you innovate it um you
00:53:27
take ownership of it you enroll others into it um
that's the alignment kind of thing you're talking about you're aligned to that thing yeah you fully
expressed your life you're enjo you're enjoying
00:53:36
this because it's your life Journey um and uh
you know we're so tuned out from from the idea of
00:53:43
this that that essentially we have to relearn what
the hell does this even mean this definition life force energy is what kids do right think about you
know everyone's talking and everyone's serious and
00:53:53
then a 5-year-old bounces into the room look what
I found right and it's like look there's mud and there's this and there you know it's like whoa
and suddenly everyone's disrupted and they bring
00:54:02
energy into the house they bring energy into a
room so they just know what it's like to fully Express themselves and breathe life force energy
into something let me give you another example
00:54:12
they're magicians and they have these like fake
thumbs and these things those fake thumbs are
00:54:20
functional things right there's a functional
thing called a fake thumb and that's how you do the magic trick but it doesn't mean that everyone
who has that fake thumb can do the magic trick in
00:54:30
fact some people do the magic trick and people go
you're just wearing a fake thumb right then there are magicians who completely make you believe in
the magic and they're using just the fake thumb
00:54:40
as well they're just doing the same functional
thing as the other magician but they're so good at doing it they're so good at enrolling you in it
they're so good at getting you your attention and
00:54:48
your engagement and your beliefs align to what
they want you to believe that suddenly bringing
00:54:53
that magic trick to life is what the magician
is doing when you study magicians you realize that it's not about the gadgets it's not about the
functionality it's about the way they do the trick
00:55:02
it's the way they breathe the life force into the
trick so the the life force is the magic it's the
00:55:08
way you it's the way you bring it to life so the
idea that I noticed years ago when I wrote the book key person of influence was that there are
these people who make stuff happen around them
00:55:18
um and the these people they build reputation
their names come up in conversation they have more fun they build reputation all that sort stuff
happens and when they're involved in something it
00:55:27
all comes to life and when they're not involved in
it it almost dissipates it get something magically doesn't happen um your involvement in 40 different
country uh companies people would ask the question
00:55:37
but how are you involved in 40 different companies
and the thing is that you're not functionally involved in 40 different companies but you're
breathing a life force energy into 40 different
00:55:46
companies there's something that your your energy
brings that stuff happens with you involved that
00:55:52
wouldn't happen if you weren't involved you're
the IRL life force and if that Irreplaceable life
00:55:58
force comes gets gets removed the result won't
be the same if you're involved the result will
00:56:04
be different and that's what people want from
you and it's not functionality no one's saying can you come and work in the office it's very
very interesting very very true and I the two
00:56:13
sub questions that spiraled off that were how
does one know and does one need to know what
00:56:19
their Vitality their life force energy is do we
need to know and is there a way for us to find
00:56:24
out what it is we need to get into environments
where it becomes normal to explore this stuff and
00:56:31
we need to be around people who are full of life
so when you are around vital people you discover
00:56:37
things about your own Vitality you've had this
experience of launching a podcast that gives you access to the world's most interesting people
and me um and you've got this uh I bet from every
00:56:48
single person you've raised your energy you've
raised Your vitality something inside you was awoken in each and every interaction that lifted
your vibration up when you're in a low vibration
00:56:59
environment where everyone's functional everyone
is suppressing their life force in order to be functional you essentially just resonate with that
and you suppress your life force in order to be
00:57:09
functional so we need to get into environments
where Vitality is the norm uh where we raise
00:57:14
our energy where we feel good about thinking
about vision mission and values and we feel good about exploring origin and what what value
that might add to the world um it feels normal
00:57:23
to be conducting experiment it feels normal to
be making sales um it feels normal to want to
00:57:28
be a key person of influence in your industry um
it feels normal to have a conversation about what
00:57:34
resources already exist on the planet and how they
could be used differently so all of those things happen inside the right environment so I have
a saying that environment dictates performance
00:57:44
I went into a number of Prisons with a charity
called key for life and what we discovered is that
00:57:50
a lot of these young men are entrepreneurs but in
their environment the product that you would sell
00:57:56
is an illegal product but they in that environment
the only successful entrepreneurs they come across
00:58:01
and the only successful entrepreneurs they meet
are selling drugs so they go oh that is my pathway
00:58:06
that's what I do that's my mentoring that's
the environment if you were to take these same entrepreneurial spirit that these young men have
and showed them oh here's an IT services company
00:58:15
they'd go start an IT services company or here's a
book publishing business oh okay now I'm going to be a book publisher so these their entrepreneurial
Spirit the only place they saw in the environment
00:58:25
of someone who's on the rise was this drug dealer
friend so they got involved in it so environment dictates performance what we need to do is we need
to find environments that lift us up what if we're
00:58:35
not in an environment that lifts us up because
there's going to be a couple of million people right now that are that when you've described the
definition of Life Force energy and you've also
00:58:43
used the word stagnation as almost the antithesis
of that they're thinking oh my God I would love
00:58:48
some life force energy I'm in a corporate job
in the city I've been doing it for 10 years I'm
00:58:54
I'm institutionalized in this place because I've
been here so long that I don't even know what the outside world would look like and I've got these
ideas but I've been they can feel their soul has
00:59:03
been drained to some degree got a mortgage change
well change environments for at least an hour or
00:59:08
two a week and what I mean by that is I'll give
you an example when I was 21 I was going out to
00:59:17
pubs drinking with friends all the time we're
getting drunk and that was the normal night and there was this one night where these people turned
up who did laop uh Latin Jive dancing and I looked
00:59:26
across the room and I saw them Jive dancing and I
went oh that's incredible and I get talking to the the guy and I say how did you how do you do this
and there's like six beautiful girls and this one
00:59:36
or two guys who they're all waiting for a spin
and I'm like how do how are you doing this he
00:59:41
goes come to dance classes so I'm like go to dance
classes that's I would never go to dance classes I
00:59:47
rock up at dance class and then when I was there
I was in this environment where it was completely normal to dance that was just the normal thing in
that environment you grab a partner and you the
00:59:57
music comes on and they show you the moves and
you do the moves when they demoed the moves and I can vividly remember this from 20 years ago
when they demoed the moves I thought to myself
01:00:05
there is no way I'll learn that in 3 months and
then by the end of that first 2hour session I'm
01:00:11
doing the whole routine and I'm comfortable with
it I'm like wow I can do this so being in the you
01:00:17
can't do it outside of the environment you can
only do it in the environment so entrepreneurship is an environment thing you you do it inside an
environment and you it's very hard to do that
01:00:27
outside of the environment so you basically have
to find entrepreneur meetups entrepreneur groups
01:00:33
um you you find a mentor uh you you know in
every city around the world right now there
01:00:38
are entrepreneur meetups every night of the week
uh online there are entrepreneurial events every day of the week so you just get in you just get in
the environment there's this thing called social
01:00:47
shedding which I've never actually shared with
anybody before but it's this idea that when you take that first step into dance class and you
get to see behind the curtain of another world
01:00:56
you slowly no longer resonate with your other
friendship group and what and there's often a
01:01:01
friction there where they say oh Dan you Dan's D
they start cracking the jokes oh Dan's a ballet dance and now Lads and what they're doing there
is it's somewhat linked to this phrase misery
01:01:11
loves company they don't want you to leave no
one wants you to change you're Dan Priestly we
01:01:16
know you as this do not change your identity if
you try to change your identity we will mock you
01:01:22
we will disguised as a roast and we will try
and hold you back because if you change what
01:01:27
does that say about us what that's that's holding
a mirror up to me it means that I'm less than you
01:01:34
in some way and I hear this from entrepreneurs
or startup entrepreneurs that when they that decision to start building a personal brand or
starting that cupcake business typically causes
01:01:45
resistance from their existing Social Circle and
then this decision whether they want to socially shed which means letting some of those people
go if we were born at any other time in history
01:01:56
you would grow up in a town get a job in that
local Town go to school in that local Town um
01:02:03
and everything would revolve around just the
local issues of of that particular place you probably would know a thousand people for your
entire lifetime and you'd have this very tight
01:02:11
Circle there's something in our Evolution about
being part of these little local communities and for the first time in history you can choose to be
tapped into a global Community anyone in the world
01:02:22
who who shares values or you want to share their
values it's now freely available to to us there's
01:02:27
something that feels very foreign about that
because it's never happened for the last 5,000 years and then there's something very exciting
about this where you go actually I'm living in
01:02:35
a different time now this is an incredible moment
I think that what's happening is that we're going through an Empire shift and the current Empire
shift is this Empire shift away from geography
01:02:44
to digital which means that we connect on values
and we connect on purpose and we connect on Origin Mission Vision and those sorts of things so what
the larger shift that that's actually happening is
01:02:55
this shift of do I want to play by the old rules
of the geographical based system or do I want to
01:03:01
play by the new rules of being in the cloud and
in the cloud anything is possible because I can go anywhere I can do anything I can access any
information I can connect with any person on the
01:03:11
planet and as soon as you make this shift into
the new Empire that's where everything starts
01:03:16
to shift and now you so we all have to make that
shift so the big shift is not even just changing your friendship group it's the courage to Empire
it's the courage to say actually you know what
01:03:26
the world is a very different place than what I
was born into it's now going through a big change the faster I can actually get into this wave and
surf this wave the better that's so interesting
01:03:35
and one of those shifts from the old Empire to
the new Empire is seen in building a personal
01:03:41
brand because the old Gatekeepers of media and
reputation were just newspapers and the radio
01:03:48
and there was like you know 10 of those so you
got to be lucky to get on one of those now in the new Empire in the clouds you can build your
own Media company around you per Mission free you
01:03:58
can digitize your value um you can connect with
anyone in the world who resonates with what it is that you do so when we launched the most recent
business um score app we launched it in London but
01:04:08
because it was the pandemic um we ended up with
employees all over the world and we've never had
01:04:14
an office and we still don't have an office
and it's this incredible business and what's happening is that we now have clients signing up
every single day over 100 people sign up and we
01:04:23
have clients in 152 countries I checked yesterday
and they resonate with a message and there's no
01:04:30
the business doesn't exist anywhere there's no
actual place that you can go to visit score app it's just a digital business the employees are
everywhere the customers are everywhere but what
01:04:39
holds it together are these intangible things such
as values and vision and the value that we offer
01:04:44
and the ideas and the you know all the stories
and all of that intangible stuff now exists in
01:04:49
the cloud and the whole business exists in the
cloud so it is an incredible time time personal
01:04:55
brand is one of these incredible things where you
don't need permission you can just go straight to the market you've done that um and anyone who
resonates with your story your ideas you know your
01:05:06
the things that you want to get done in the world
they can just follow along um I I hate the idea of
01:05:12
personal brand being like showing up and doing
dances it's actually it's about sending out a
01:05:17
signal of this is what I'm up to in the world and
do you want to come along for the ride do you want to be part of that like are you up for this game
that I'm playing do you want to do you want to
01:05:25
take part in what I'm interested in so it's it's a
connection it's it's not an image it's not like a
01:05:32
voice or a a message that gets repeated over and
over it's I'm up to something in the world and I
01:05:37
would love more people to be part of that come
with me I think him I heard Adam Grant speak in one of his books about the big misconception
with personal branding is it that it's this
01:05:48
kind of pursuit for fame whereas great personal
branding isn't self-promotion it's idea promotion
01:05:54
it's this is what I believe this is my perspective
gather around if you think the same self-promotion sounds like we just won an award last night at
the marketing Awards and you're all on the table
01:06:02
taking the selfie we are amazing that doesn't
cultivate a personal brand personal brand is this is my perspective on the world um if you've got
the same perspective which we call idea promotion
01:06:12
come join me it's not look at me it's look at this
yes it's not chasing the spotlight it's becoming a
01:06:18
spotlight and spotlighting the thing that matters
most and it's it's shining the light on something else especially on an idea so we see people online
who are Shameless self-promoters I went to the gym
01:06:29
today look at my avocado on toast with chili
flakes and they're saying look at me look at me look at me and the people that we most want
to follow are the ones who say don't look at me
01:06:39
look at this this is what's going on in the world
and this is what you should you should be excited about this um and and that's the difference
because on the surface we might see you and say
01:06:49
oh you know Steven's all about like look at Steven
it's like no no no you're missing the point if if you think it's about that you've missed the point
he's shining a light on something that's going on
01:06:57
in the world and he's bringing stuff into the
spotlight he's not trying to say check me out he's saying check this out it's interesting that
the podcast was the most accelerating thing for
01:07:07
my personal brand and it's really bringing people
here and then do my very best to listen as much as I can which is interesting right because
we've kind of cultivated it's almost like the
01:07:15
campfire we've cultivated more people sat around
the campfire listening to conversations like this it is incredible that these times that we're in
these are the conversations that would have been
01:07:24
behind closed doors 20 years ago and you would
have been incredibly privileged to be able to sit
01:07:31
and listen in on those chats and now they've been
democratized these type of high level conversation
01:07:36
the types of conversations you have that you
share with the world uh you've democratized something that was once a very elite activity and
you've made it freely available people I've I've
01:07:49
come to learn especially over the last couple of
years about the importance of people you talked about people at the very beginning of this
conversation hiring people finding the right
01:07:56
people to join you in your mission how Central
to being successful in both business but just
01:08:01
more broadly in life is assembling the right group
of people so business is a team sport there's no
01:08:08
there's no getting around it I don't believe in
solopreneurship I don't believe that you can be a oneperson entrepreneur I think entrepreneurs are
team players and that they assemble teams um they
01:08:17
put together teams of amazing people sometimes
they put together teams of ordinary people at the beginning and then they become amazing people
so I'm a believer that two person co-founders or
01:08:26
a Founder plus an assistant is a great place to
start four person campaign teams eight person
01:08:33
core teams 30 person performance teams so I love
the British military's approach to team building
01:08:39
uh so in the British military they have two person
scout team four person fire Team 8 person section
01:08:44
30 person platoon so they go 2 4 830 and um I I've
used that myself in my own scaleup approach where
01:08:53
if if there's a new idea we put two people on it
once it's proven four people are on it once it's
01:08:58
up and running eight people are on it once it
becomes a business that has its own Standalone value 30 people are on it so it's 24830 um and
that's been um that's been a British military
01:09:09
learning uh that that I that I kind of went well
if they've done 400 years of HR experiments why
01:09:14
wouldn't I just learn from how they organize
their teams is there anything you've found
01:09:19
that is consistent across all of the best people
you've hired worked with co-founded a company with
01:09:25
partnered with is there any consistent thing I'm
I'm always looking for complimentary energies so
01:09:31
here's what I'm looking for uh in the deck of
cards there's four suits so you got clouds so
01:09:37
head in the clouds Spades doing the work Hearts
connecting with people diamonds money Finance
01:09:43
data so I always look for a balanced team of
someone who's Visionary with someone who's a
01:09:49
Spades person doing the work Implement someone
who's heart connector with someone who money
01:09:55
or or data so I'm looking to try and perfectly
balance my team with the four suits and I've seen
01:10:01
Visionary people who get nothing done because they
don't have an implementor around I've seen amazing connectors who don't have anyone balancing them
out so they never retain any of the money that's
01:10:11
flowing around them because they're an amazing
networker people are doing deals around them but they're not involved in any of it so for me
it's the it's the connection between those four
01:10:22
energies and when you get all four en firing um
and in one team then you get the value creation
01:10:29
and retention let's talk about money let's talk
about it we're in a cost of living crisis in the
01:10:35
UK and many countries around the world are either
in or on the brink of recession so one of the most
01:10:41
popular questions we've had at the dire of a
CEO in the last 3 to six months is about money
01:10:46
people's concern about their own money spending
finance and saving if I'm someone out there now
01:10:51
that has I don't know $100 or1 worth of disposable
income every month or if I have a, or 0,000 what
01:10:59
should I be thinking about as it relates to
creating more money and making myself financially
01:11:04
free the first thing is you just want to earn more
um people massively settle for how much they could
01:11:11
earn um so the first place to I think to invest
is in yourself but here's the first principle
01:11:19
the first principle is uh income follows assets
income follows assets means that the more assets
01:11:24
you have the more income you'll earn if I own if I
want rental income first I need a house if I want
01:11:29
dividend income I need shares um if I want to be
paid as a brand ambassador first I need a brand
01:11:36
so essentially the more we can accumulate assets
the more easy and effortless the money flows so um
01:11:44
we have to figure out well what assets could you
accumulate and what assets could you formalize and own I wrote a book called 24 assets and I listed
out all the different digital assets that are
01:11:52
new economy assets that people could have things
like brand and positioning things like databases things like company culture is an asset now so I
talk about how do you formalize those things if
01:12:03
someone's just starting out and they've got 100
a month to be to be perfectly honest trying to invest 100 a month or any of that it's not going
to do anything it's not going to change your
01:12:12
life but if you put that into your own skills and
your own development um let's say you don't have negotiation skills well there are courses that you
can take for $100 that give you negotiation skills
01:12:22
let's say you don't know how to close sales you
can take a a course on how to make sales let's say you don't feel confident public speaking you could
do a public speaking course um so there are things
01:12:31
that allow you to gain your skills the other
thing too is money is relationships so if you
01:12:37
don't have a lot of money you typically don't have
a lot of relationships um you might have a limited
01:12:42
number of relationships or a limited number of
relationships with people who have a flow of money when you have a high degree of relationships
with people who've got money flowing it's very
01:12:51
effortless for that to flow to and from you as
well so you might have to invest in relationships um when I arrived in the UK I knew that uh one of
the places that I would meet interesting people
01:13:03
would be private Banks so I didn't qualify for
private bank but I went into a private bank and
01:13:08
I said I'm going to be launching a business and
of course it's going to be great and successful I want to bank with a private bank um can I do you
have an entrepreneurs program oh yeah we did and
01:13:16
they start selling me joining the entrepreneurs
program now it cost me £600 to open an account
01:13:22
with that private bank but they immediately
invited me to dinners and they invited me to networkingsocial
01:13:44
people for a dinner party uh we're going to have
had burgers on the boat and he and he said oh
01:13:56
great can I come and I said of course you can
come it's your boat right and so he said great
01:14:01
that'll be exciting so he basically said you can
you can host this party on on my 100 foot boat so
01:14:07
I reached out to all the people who I didn't know
and I said hey we're putting together burgers on the boat would you like to come along and have
some burgers with interesting people and then
01:14:15
they came along and I made the investment into
relationship um now the funny thing is a lot of people will say oh but you know someone with
100 foot yacht funny thing is I I think plenty
01:14:25
of people who have a boat especially in Dubai
it sits empty most of the time you could reach out to 30 people and say we're going to do it on
someone's boat would you like it to be your boat
01:14:33
with or without your energy so making investments
into relationships is a really powerful thing for
01:14:39
$100 a month personally what would I do with
$100 a month take people out to dinner that would be my number one investment i' I'd probably
be taking people out to dinner why the investment
01:14:49
into the relationship so I would be inviting the
most interesting people I could possibly invite
01:14:55
uh if I had the ability for $100 a month I guess
that's one dinner so I would reach out to someone
01:15:01
interesting and say I've seen your story I've
seen what you're interested can I take you out for lunch can I take you out for dinner it's my
shout I'd love to get to know you a little bit
01:15:09
better obviously don't do that with someone who's
famous you get a hundred of those a day I get plenty of those a day reach out to someone who's
not famous but who's accomplished who's successful
01:15:17
who's who's a mentores type person not necessarily
a superstar but someone who's a few ahead take
01:15:24
those people out to lunch take them out to dinner
would you say in that message that you know you talk about calls I talk about emails what what
would someone have to say to you considering where
01:15:33
you are in your life now with all the inquiries
you get for you to actually go for a coffee with
01:15:39
them um so bear in mind everyone's going to
email you and say this yeah well it happened
01:15:49
today actually someone said um Daniel I noticed in
the background of one of your photos that you have
01:15:54
an amazing Fender Strater I teach people how to
play guitar um I would love the opportunity to do
01:16:01
a guitar lesson with you and help you to shred on
that guitar and it was really nice he had watched
01:16:06
my podcasts in the past he had noticed the guitar
he reached out with something that was valuable
01:16:11
for me and he said I'd love to have a chat with
you and teach you how to play some guitar and I obviously I'll have a chat with him while we
do that but that was a really it was it was a
01:16:19
very sense uh it was very it felt like a a good
connection I also had a look at his um profile
01:16:27
and he looked like a really lovely person you know
who's who's getting on with doing stuff there's a bit of With Or Without You energy as well in terms
of you know I can see this person's up to stuff so
01:16:37
I look at that and I go he did some research on
you mhm he offered you value in an area where you
01:16:42
were potentially seeking or looking for the value
yep oh that's definitely true if you've seen me
01:16:48
play guitar but that's that's like the corol
component and I I feel the same way that I I I
01:16:54
try and figure out why sometimes I reply to these
cold Outreach messages but 99.9% of the time I
01:17:00
don't and it tends to be the case that the person
will say they'll show that they've done some kind of research on me which is good for your ego like
everyone has an ego you want to feel like someone
01:17:09
actually cares and then they'll offer me something
in return for by way do you know I did this to you
01:17:16
I don't know even know if you remember you and
I were both speakers at a conference right and we were in the elevator and i' prepared for you a
really nice leather um briefcase and it had your
01:17:29
I created the happy sexy millionaire thing and we
we gave all the speakers one of those you weren't
01:17:34
that special we had we had something for all the
but anyway it was interesting cuz I actually have
01:17:40
done that with you and we never ended up following
up with you and you never followed up with us but here's here's the thing I want to share that
no I want to share that because sometimes it
01:17:47
doesn't work right sometimes you have to send
out like when I sent out 3,000 cold DMS to LA
01:17:52
launch a business I didn't expect 3,000 people to
respond I expected 30 or 40 people to come back to
01:17:58
me when I gave gave that to you do you remember it
I remember getting a briefcase and I'm trying to I do I do quite a lot of public speaking these days
so um we only had like a five like a two-minute
01:18:07
interaction and I said hey this is a little gift
for you inside we've created something for you have a look um was it something I had to scan
was there something scannable in there yeah we'
01:18:16
we'd built you a little landing page campaign yes
I remember yeah I remember getting in the car and saying to my team oh this is cool yeah and then
of course it gets past of the team and they're
01:18:24
like yeah yeah fair enough put that on the pile
of cool things um so the point is is I'm saying
01:18:30
that to say these things you don't want to get
hung up on the idea that one person's like in
01:18:36
that same event we gave that same thing to another
really well-known person they've gone with it and they're like um you know millions of followers and
they're one of our clients now so we have wither
01:18:47
without you energy which is when when my team do
this we pick 30 or 40 people who'd make a amazing
01:18:53
connections and contacts in our VIP Outreach team
and then we reach out to them and we expect maybe
01:18:59
two or three of them to get back to us so it's
that idea of you know don't like if someone
01:19:05
messages you and you don't message back it's not
the end of the world there are other people you can message and there's a and look what happens
there you go it comes around again it always
01:19:13
comes around again if it's if it's meant to happen
it'll happen so what about people you know so many
01:19:18
members of my team speak to me and ask me about
investing they have tens of thousands to invest
01:19:24
or whatever but I'm curious about your personal
investment thesis with a with a capital that you have spare what do you do with it to create more
money so what does your portfolio look like it's
01:19:35
extremely boring I stick any available Capital
into S&P 500 what's the S&P 500 for anyone that
01:19:44
doesn't yeah the top 500 stocks in the US so
essentially any government that inflates its currency anywhere in the world that money will
hit the economy and it will eventually make its
01:19:54
way back to the top 500 companies in the US
through spending or that Capital will end up
01:20:00
being put into the S&P 500 which inflates so
one way or another it's going back to the top
01:20:05
500 companies in the US so it's almost impossible
to beat the S&P 500 I hate investing it's not my
01:20:12
thing I like expansive business creation I'm an
optimist uh great investors are often pessimist
01:20:18
they're very good at thinking what could go wrong
and they analyzing risk I hate that [ __ ] so for me personally I want to as much as possible
expand the portfolio of businesses that I think
01:20:27
should exist in the world and I've always made
my money by just saying I romantically like the
01:20:34
idea of this business existing and I'm going to
pour my energy into it and it's going to become worth millions rather than think about where I
want to invest money I want to create something
01:20:42
that's investable for other people to put money
into because that's how you really make money so the exciting thing is not placing my own chips the
exciting thing is creating something where others
01:20:51
want to place chips in into that so let's talk
about that Journey then yep that Journey from got
01:20:57
an idea want to start that ice cream business that
Chilean basil ice cream business whatever except
01:21:02
for tens of millions except for tens of millions
it I I get off the ground people love my chile and basil ice cream what what is the journey that
anrea goes on from zero up until they exit so
01:21:12
there's there's a key stages the first four stages
where everyone gets caught is called chaos concept
01:21:17
audience offer sales so you have to develop your
concept so it's a good concept youel Val ated it
01:21:23
you've conducted some experiments you're aligned
to it other people are excited about it audience is that you engage an audience waiting lists
dinner parties uh scorecards quizzes discussion
01:21:35
groups all of those are great audience Builders
y um offer is that you construct a packaged up
01:21:41
offering so that people can buy something and that
they that audience can now act on something and buy and then sales which is the ability to talk
and discuss with your interested parties to Clos
01:21:53
deals to actually get sales across the line and
to do that predictably and reliably so for sales we established something called a rhythm of laps
leads appointments presentations and sales and we
01:22:03
measure our pipeline every week how many leads
how many appointments how many presentations how many sales so those are the first four things
concept audience offer sales and that should get
01:22:11
you into the six figures of Revenue just by doing
that the next thing is about team building you've got to establish a key person of influence who's
got a personal brand Who's lead the leader of the
01:22:20
company who's going to embody the brand and you
got to build a team of eight people around them um a general manager Marketing in sales Finance
admin um uh it media and operations those kind
01:22:31
of roles and essentially you now build this core
team of eight and um the key person of influence
01:22:38
job is to engage bigger and bigger audiences and
so they get out there and tell the story of the business they get on stages they pitch um they
publish content they raise their profile they do
01:22:47
joint ventures and Partnerships so they're leading
from the front while the general manager or Ops director is making sure things don't fall apart
behind once you hit about eight people you now
01:22:57
have to digitize absolutely everything of value
in that business so now you go through the whole process of digitization of the value so you're
getting ready to scale which means for example
01:23:06
moving physical relationships to a CRM some kind
of data database or building a CRM uh formalizing
01:23:12
your intellectual property um building a brand a
company brand um formalizing your organizational
01:23:18
culture uh getting into um really good investor
relationship and and documentation governance
01:23:27
so all of these are developing systems developing
assets of the business um having online marketing
01:23:32
and sales systems having an online way of
generating a lot of leads reliably having an online way of making customers mostly happy
most of the time so you're basically trying to
01:23:42
build as many assets as possible what you're
trying to do at about 8 to 10 people is raise
01:23:48
revenue per person so let's say you got 10 people
with 100,000 per person so you got a million of Revenue 10 people times 100,000 million of Revenue
if you can add assets and get it to go to 1.1 1.2
01:24:01
1.3 million now you've got 130,000 per person so
what you're trying to do is add as many digital
01:24:06
assets as possible to get the revenue per employee
or the revenue per person up once you see that the
01:24:12
revenue per person is going up now you can add
people because the more digital assets there are
01:24:18
times by the number of people now you're going to
be successful now the really hard jump is from 12
01:24:25
to 30 from 12 people to 30 you're too big to
be small too small to be big very difficult time in any business's life um and what you have
to do is go through a transformation of a small
01:24:35
team of rebels and misfits to a professional
team that's that's manufacturing value a lot
01:24:41
of people have to go unfortunately some of the
earlier people who were there because they could breathe and had a pulse and all of that sort of
stuff they uh unfortunately have to go find a
01:24:52
new startup and you now have to go and bring on
team members who come through recruiters with a
01:24:57
proper process and who they go through an an an
entire process of how they join the team they're
01:25:03
on boarded correctly and now you transform into a
more valuable Professional Organization once you
01:25:10
hit 30 you've got a five person executive team
plus a non-executive director and an advisor and
01:25:15
then you've got some teams of teams and now
you're doing 10 million of Revenue 3 million of profit and now you're exible have you got
to make a decision earli that was a mouthful
01:25:24
it's so true it's so it's so funny did you agree
with that all of it I agreed with all of it the interesting thing as well is the part you said
about of the first 10 people you hire very few
01:25:33
of them are equipped or ready or able to adjust
to the environment you have at 30 40 50 60 100t
01:25:40
and it's and part of the re what I've noticed is
that when there's 10 people you're requiring a different set of skills and you're you're thinking
more about multi multidisiplinary individuals that
01:25:50
can kind of wear a few hats but not do anything
exceptionally well Swiss Army knives they can do 25 things badly yeah exactly and then when you get
to like 50 60 70 people it's really Specialists
01:26:00
Specialists bread knife bread knife Cuts bread
really well just that so on this then when we're
01:26:05
thinking about our own careers we've got to
ask ourselves that question which is are we a specialist that should be going into a company
where there's 50 60 70 people or are we that kind
01:26:12
of Swiss army knife that should be playing in
startups and then going from zero to one versus like one to two yeah I have I've had to wrestle
that with that myself I personally absolutely
01:26:22
adore the first 2 million of Revenue that's that
is where my fun that for me is fun it's where I
01:26:28
find it exciting I become almost pathologically
distracted once we hit 2 million of Revenue and I
01:26:36
have to remind myself oh wait a second we've got
a fast growth business here stop thinking about
01:26:41
other things I really enjoy getting businesses
past that first couple hundred thousand a month
01:26:48
and then for whatever reason I'm like dreaming
of a blank page I just want some like what if
01:26:55
we did this what if we did that but here's the
cool thing there are so many amazing people who
01:27:00
are phenomenal at the 2 to 20 million jump so at
the moment the person who's leading Dent Global is Glenn Carlson Glenn is I've known him since I
was 14 years old and actually what he's phenomenal
01:27:12
at at the moment we've discovered is that he's
really really good at driving that next jump the
01:27:18
2 to 20 million jump so there's the Z to there's
the 0 to 200 Grand like testing there's the 200
01:27:24
Grand to 2 million which is like yeah okay this
thing's got some legs there's the 2 million to
01:27:29
20 million jump which is we're professionalizing
we're become a proper business um we're becoming valuable we're getting all the right people
what's shocked me because I've known Glenn
01:27:38
for so many years is that we've just recently
discovered that that's what he's suited to he's
01:27:43
really good at the 2 to 20 million jump he's so
good at recruiting talented people he's so good at pushing them through a process that weeds
out like 15 amazing people down to two amazing
01:27:53
people down to one how would you make the case
to someone that's just heard what you've said about your companies and that you like that 0
to2 million phas what case would you make to me
01:28:03
to admit what I'm not good at for the sake of my
business because everyone can relate like I don't
01:28:11
mean to share this without asking him but I'm
sure like he's in control of the edit so he can take it out if he doesn't like it did you think I
was going to do it Jack turned around to our team
01:28:19
the other day and it was I've actually spoken to
so many people about this moment since he said it Jack said you know what um Jack's run this
podcast from zero so zero subscribers to where
01:28:29
it is now 5 million subscribers Jack turned around
at 5 million subscribers and was like I'm not the best in the world at doing lighting so what I've
done is I've gone out and I found someone who's
01:28:38
the best at lighting and they're going to teach
me they're going to redesign my set 5 million
01:28:43
subscribers he's getting someone else to redesign
a set so that the lighting is amazing it takes a certain kind of person to put winning over ego I
love that yeah you know what I mean and and I I
01:28:54
think about there's so many You Know Jack probably
didn't know the profoundness of that moment to me but someone who is applauded from every oh you've
built the best you know whatever for him to go you
01:29:03
know what there's so much I don't know he he role
modeled humility and he role modeled um the idea
01:29:09
of winning is better than uh being right right
yeah um and overing is not underlings that a great
01:29:17
company is great because you bring in overing not
underlings uh so an underling is someone who's not as good as you are and an overing is someone who's
way better than you are so it's that confidence
01:29:26
to bring in the overing um all of my businesses
have been great because overing run them uh every
01:29:32
everyone who is in my organization is way better
than me at the thing they're doing and I feel like
01:29:38
like the conductor in the orchestra can't play
all the instruments and probably maybe is okay at one instrument but actually their ability
to bring in the best in the world uh at that
01:29:47
instrument is what is what makes them a great
conductor the ability to enroll people so the first thing I'd say is that there's value to be
made at every level if you're watching this and
01:29:58
you're you know you're not a founder and you're
sitting there going all the people who make the money are the people who start from scratch and
get something off the ground and look at Daniel
01:30:06
and look at Steven those guys are the zero to one
guys wouldn't it be great if I was one of those but I'm not well actually that's not true the
truth is that there's there's incredible wealth
01:30:16
to be created if you can take something from
2 to 20 million there's amazing wealth if you can take something from 20 to 200 million do you
know this is worth mentioning one of the biggest
01:30:25
opportunities in the world right now biggest there
there's two major opportunities in the world but one of the biggest opportunities in the world at
the moment is Baby Boomers who want to retire and
01:30:35
a typical scenario is you get someone who's late
60s early 7s the business had a high Watermark of
01:30:41
a couple of million and now it's dropped down
to maybe a million or six High six figures
01:30:46
because the person's semi-retiring and because the
business has been on decline it's almost unsalable
01:30:53
the person wants to retire and they just want
to hand over the keys and they just want that business to go to someone who's fresh um and what
they're willing to do is to do a vendor sale exit
01:31:04
Cody Sanchez who had she talks about this I've
done deals like this um and actually Jeremy with
01:31:09
the 100 foot yacht that's how that's how he does
it so you essentially you buy a business that
01:31:14
the person wants to retire and you take over that
business with fresh energy and you bring it back to its high Watermark so there are so many people
who what would be suited for is not starting with
01:31:24
a blank sheet of paper like me but they would
actually go and find you know Bill and Sarah who
01:31:29
want to retire and they want to do a deal where
they get paid out over five years to hand over the
01:31:35
keys to the business let's zoom in on this because
a lot of people don't understand the concept of like a management buyout so I see Bill and Sarah
they're running a laundry mat yeah well here's
01:31:45
a real life example a real life example from a
friend of mine uh is called kit King and basically
01:31:51
he uh approached someone who had that business
they built it up to I think a few million and then
01:31:56
he the guy was ready to retire when when he walked
in the orders would get printed out and put onto
01:32:02
a spike and Spike number one was like this is an
order and then when it was fulfilled it goes onto
01:32:07
the fulfilled Spike uh piece of paper and then you
know he this young guy comes in and he digitizes
01:32:13
the business and he gets all the automated order
thing flowing cost about 25 Grand to get in a
01:32:18
specialist who could do all of that and then he
basically re-engage the team the team were totally
01:32:25
un I think there's about a dozen people and they'd
not had a team meeting in ages they' not they was no vision for the business they' not gone
and spoken to customers in in forever and then
01:32:34
he comes in goes and talks to customers starts
hosting some online events starts um sending out
01:32:40
messages starts digitizing builds a bit of the
brand and that business has I think grown like
01:32:45
500% in like 2 years it's massively successful but
he started with something that had been going for
01:32:52
30 years in that example you don't necessarily
need any money no no no this was no money down so you can create a multi-million pound business
theoretically starting with zero money remember
01:33:03
that remember that money is just a database so
it's a database of the value so what you do is
01:33:10
like if I want to buy a house I go to the bank
and they lend me the money to buy the house if I want to buy a business the person who already
owns the business is probably the most likely
01:33:19
person to see the value in funding the business a
bank probably won't but the person who is selling
01:33:25
it let's say I let's say I go to Bill and Sarah
I say look there's no question your business is worth 1.2 million I don't have 1.2 million I have
a little bit of money that I'm going to invest
01:33:34
into the business to grow it uh can I pay you the
1.2 million over 6 years 7 years and what we will
01:33:41
do is this is my business plan you will be the
board members chairperson of the board and the
01:33:48
business will uh be the security for that loan so
if we screw grew up and we can't make our payments you take the whole business back with everything
that we've thrown at it everything that we've done
01:33:56
at it you'll be able to take it back and sell
it to somebody else if we skip our payments um so you're securing the purchase of the business
with the business itself you're doing a business
01:34:05
plan where it makes sense that the business could
make the payments now think about it from Bill and Sarah's point of view they've got this thing
that's driving them crazy they want to retire
01:34:12
they want they want to go south of France they
want to go spend time with the grandkids and now someone's coming along and saying yeah we're going
to pay you 120 Grand a year for the next s years
01:34:20
and if we don't then you your business back and
if we don't you get the business back and if they believe you which is the key part if they believe
in your ability to execute because and if there's
01:34:28
and if there's no one else offering anything else
they believe you and there's no other options it's a great deal now there are here's here's a crazy
thing 65% of the value of all business equity in
01:34:39
the economy is owned by Baby Boomers right now so
if you were to take if you were to throw a dart board at all the valuation of every company in the
UK or the USA there's a 65% chance that you hit a
01:34:50
baby boomer right so it's it's it's incredible
now all of those businesses have to be passed
01:34:55
on somewhere now all of these young people they
all want to have the latest psychedelic startup or you know something like that and they're like
oh I don't want the elevator repair business that
01:35:04
does 8 million a year you know it's like go get
get involved in that right so that that's a huge
01:35:10
opportunity mive the Arbitrage and opportunity
here is boring businesses boring businesses that
01:35:15
you can you can bring something to it you can
digitize it you can make it interesting you can create a culture that's exciting the thing about
a boring business boring Boomer business boring
01:35:24
Boomer business right that get the URL I said
that first trademark yeah could you guys grab
01:35:33
the URL wait a second I'll get so the boring B
business uh the bbbs what you know a business
01:35:41
can be exciting it can do a boring thing but
still be an exciting business you the way you run the team and the culture the the the the money
that it spits out can be exciting you can use that
01:35:53
business to sponsor a charity you know I've got
a a friend and a client called Sebastian Bates he's got an amazing martial arts school that's
in the UK and Dubai called Warrior Academy and
01:36:02
he's used all of his he's very profitable he's now
set up martial arts schools in Kenya Nepal all of
01:36:09
these different areas that are um struggling areas
now have a martial arts academy he set up his own
01:36:15
charity and he's basically doing martial arts uh
schools for kids who have never had any look out
01:36:21
for them they're often Street kids and homeless
kids they come into martial arts and they get taught life skills and martial arts and confidence
and character but the point is is you can take a
01:36:29
boring business and the way that you run it you
can do you can launch a charity uh associated
01:36:35
with it you could hire young people who are coming
out of prison and give them a second chance to get
01:36:40
started and that could be part of the excitement
of the business there are so many ways to make a boring business an exciting business most of
the times Bill and Sarah have given up on that
01:36:48
they're just you know they've been doing it for 20
30 years they're not fresh um and the business has been in Decline anyway that's a huge opportunity
massive way bigger than starting something new
01:36:57
like if if I was starting from scratch that's
probably actually where I'd probably start it's
01:37:02
so funny that that never dawned on me when I was
penniless in Manchester and I was very persuasive
01:37:07
but my strategy for World creation was to pitch a
brand new tech company because i' just seen that
01:37:13
Social Network movie with Mark Zuckerberg whereas
really I could have just you as you'd said gone for Bill's business and presented a young fresh
dig to social First Vision um and and mitigated
01:37:25
his Risk by and even if you wanted to do social
chain you could have started by buying a marketing
01:37:30
agency that was was already doing 2 million that's
high water mark was 4 million and it's hared over
01:37:36
the last six s years but it still has a core team
and it's got a 20-year reputation and it has a contract with AWS and it has a contract with
Harper Collins and it's like oh yeah we've got
01:37:46
all these things in place you buy that business
that's doing 2 million as a starting point point
01:37:52
and then you say now I'm going to do social chain
on top of that so now you go from two to you know
01:37:57
whatever but rather than starting from absolute
scratch you could you could actually start with a couple of million of Revenue just by just by
going in and doing a deal with someone who's
01:38:06
already got a starting point two key skills here
the first skill is sales we've talked about that
01:38:12
you have to be persuasive and the second key skill
is even understanding the structuring of that deal
01:38:19
MH you know and those are two different things
but they're imperative what I've come to learn over the last 5 years is the people in my life
that are the best wealth creators have those
01:38:28
two skills they understand how to structure a deal
and they understand how to sell the deal yes yeah
01:38:35
sales is sales that demand creation the the doing
the deal and structuring uh phenomenal skills um
01:38:43
and everything that you want is on the other side
of a structure that exists so with scor app uh 20
01:38:51
22 AI comes out and I go oh my God AI changes the
fundamental nature of this business we need to be
01:38:58
on AI I thought the first thing I want to do is
bring someone onto the team who is an AI expert
01:39:06
so I approach Professor Andy parau who's the head
of AI for war University and I say we're setting
01:39:11
up an AI Advisory Board would you like to be on
our AI Advisory Board here's how much we pay per
01:39:17
year and would you like to join the board and
he's like yeah I'll join The Advisory board so
01:39:22
he comes and joins our Advisory board he starts
making some recommendations about how we adapt to the AI challenge we didn't need anyone else
that was absolutely perfect he brought with him
01:39:31
a team of researchers who came in and worked on
the back end of our system as well but what was
01:39:36
interesting is that that happened in two weeks so
from two weeks we went from no AI uh integration
01:39:43
to having Professor Andy poto who's a PhD of AI
who's got 25 year background of AI as our adviser
01:39:51
because we set up an Advisory Board um so I just
knew what structure to structure it is MH you know
01:39:58
so how do I say can you help me I need to figure
this out yeah you no but how do you someone that's
01:40:05
you at the very start of their Journey they don't
understand all these they don't have structures I mean it's hard because in theory you you know
you go talk to a CFO and you basically talk to
01:40:14
an experience CFO who's done a lot of m&a and you
just say oh actually do you know it's even wild
01:40:20
today you don't even need a CFO you go on chat DV
act as a CFO explain to me what structures I would
01:40:27
use to to do this um how would I structure a deal
how would I structure a deal with this explain to
01:40:32
me I would like to buy a business uh an existing
20-year-old business I would like to buy it so
01:40:38
that um I don't have to pay anything up front and
that the owners of the business finance my new
01:40:44
ownership of the business act as a CFO and advise
me on how to do that transaction and uh what's
01:40:49
amazing is chat gbt will do a good job of that or
a good starting point draft the heads of terms you
01:40:55
can ask chaty PT today yeah dra draft the heads of
terms for that deal review the draft of heads of
01:41:00
terms to see if there's any emissions or mistakes
would you have ch now that you've seen that would
01:41:05
you do anything differently yeah I would change
this send the email draft an email to the finance
01:41:11
director of this company proposing that we acquire
the business with no money down right asking for a
01:41:17
meeting yeah yeah isn't it crazy that we live in
this new era where the possibilities in terms of
01:41:23
communication storytelling persuasion and the cost
of um a sale have completely completely changed
01:41:31
Dynamics have shifted a is changing everything
we haven't realized yet have we if you think
01:41:36
about how we're behaving no no no we haven't quite
realized the potential of the technology we have
01:41:41
we are like on the movie the Titanic when they hit
the iceberg and they're all just like dancing on the thing and someone says oh it's an unsinkable
ship and the guy with a white face uh says it's
01:41:53
made of steel it will go down it'll sink when I
first saw AI do what AI does I had that moment of
01:42:00
like oh no this changes everything we've just hid
an iceberg this is a fundamental general purpose
01:42:07
technology that is going to change everything
it's going to change every industry top to bottom everything's going to have to reorganize itself
around an AI landscape but we're all pretending
01:42:16
like it doesn't exist we're all pretending like
this thing isn't doing what it's doing um but
01:42:21
yeah there's one thing that AI disagrees with you
on when I say AI I means Sam Alman um from chat GPT you said earlier business is a team sport now
he has a WhatsApp group Sam mman the founder of
01:42:32
chat GPT and in that WhatsApp group he's got a bet
with some friends that they'll be the first ever
01:42:39
one person billion doll company soon and they're
guessing on the date of the first ever one person
01:42:45
billion dollar company because with AI the team
sport becomes you and a large language model like
01:42:51
a chat P2 I think that it's directionally correct
what he's saying the one person AI business will
01:42:59
be beaten by the 10 person AI business and that
like yes it probably will happen it like assuming
01:43:06
out of course it will happen there will be a
person who creates something using Ai and it and it'll be a standout thing but to replicate that
again and again having what we will see a lot of
01:43:17
is five person teams with a CEO CTO coo CMO CFO
who work together as five people doing the work
01:43:25
of 500 people using AI that'll happen definitely
and that'll be rep you know that'll reproduce but
01:43:31
to a degree business is is always going to be a
team sport that essentially five or six people
01:43:37
will always beat one because they're they're
they're talking to each other and they're covering
01:43:42
different angles and whatever AI strengths AI is
very good at content but not context and having
01:43:49
five people who share context and create a context
together then the content can happen using ai ai
01:43:57
without that context it doesn't know what to do
so it doesn't have any purpose right now yeah
01:44:04
to a degree it can start to it still needs a first
mover on what is the context why are we doing this
01:44:10
in the first place right now so well that's the
one person um yeah I I agree with you that there
01:44:18
is like we are at a time in where we can't see
around the corner um we don't know what Society
01:44:24
will look like but here's a few things I do know
about I do know that as it as it stands right
01:44:30
now humans are great at context and AI is good at
content and if you can provide AI with an amazing
01:44:37
context of to what it's meant to be doing it will
fill in all the blanks but it needs the context first I know that Vitality versus functionality
AI is great at functionality but it needs someone
01:44:47
to breathe life force into it it's the human life
force that we that we breathe that we breathe into
01:44:52
things so it still needs Vitality even though
AI does a lot of functionality and the warning that I have for people is that AI is very good
at turning you into a Creator or a consumer so
01:45:02
it essentially figures you out and it says oh Tik
Tok huh uh how about we get you to spend 16 hours
01:45:08
on Tik Tok um and and hypnotize you into spending
way longer than you thought on this thing and the
01:45:14
AI is really good at saying we'll drive you down
the to the edges of how much someone can consume
01:45:20
but it will also drive you to the edges of how
much someone can create and one thing that is going to happen in the next few years is everyone
is going to have to make a conscious decision do
01:45:29
I want to be a Creator or a consumer when it in
relationship to AI because if if you allow AI to
01:45:36
use you it'll just turn you into a consumer you'll
listen to more stuff watch more stuff do more like spend more money because AI is good at that
or if you use it to build stuff and make stuff
01:45:46
and produce stuff you will be doing super human
levels of creativity because of AI but it's going
01:45:52
to divide Society into consumers and creators okay
very important announcement waited a long time to
01:45:58
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01:46:07
flight fund we're committed to empowering the
most Innovative Founders by providing not just funding but mentorship guidance and a network that
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01:46:16
invested in disruptors like SpaceX Zoey Hu whoop
until and many many more and today I'm excited to
01:46:24
announce that flight fund is now live on Cedar
head to the link in the description below on
01:46:29
this episode it will say flight fund and you
can learn more about flight fund and why we've
01:46:49
you're about to hear a lot of jargon and words
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kit and do it right now work life balance Daniel
oh work life balance um is it a thing is there is
01:47:39
it possible to be wildly successful and not work
exceptionally hard the people who talk about work life balance as a as an important thing they
normally worked their asses off to the extent
01:47:49
that they almost burnt themselves out then they
had a to Jesus moment and then they now espouse
01:47:55
work life balance in hindsight after having a
massive breakthrough from the massive amounts of work that they did and that is typically the
pathway towards the work life balance Guru so
01:48:08
here's the unfortunate thing you've got to look at
what you got to look at the statistics people who earn over 100 Grand uh typically work 55 hours but
per week but there's work and there's work so you
01:48:21
and I work enormous amounts of hours but we're not
digging up roads we're not laying cables we're not
01:48:28
doing boring repetitive stuff in most cases our
work is creativity it's publishing things it's
01:48:33
pitching deals it's sitting there in Dragon's Den
analyzing what's going on it's doing interviews
01:48:39
so there's a new style of work so when people get
angry about work life balance and they say damn it
01:48:45
work life balance has to be a thing it's normally
because their Association to work is that work is
01:48:50
such a negative thing and work is something you
have to do in order to make money and when people say oh I do 55 hours a week and I love it they go
well something's deeply wrong with you it's like
01:49:01
you're toxic yeah you're toxic well actually
it's app apples and oranges yeah I'm enjoying
01:49:07
I'm doing something that's deeply fulfilling and
passionate and I could do it from home and I do it online and it's digital and I see my kids all the
time while I'm doing it and I actually don't feel
01:49:16
like I even work that hard I'm just enjoying it
but I am but I am doing that stuff keep in mind this if you're doing a lot of hard work that
doesn't develop an asset simultaneously it's
01:49:26
probably going to end up toxic you may burn out
if you do a lot of hard work that simultaneously
01:49:31
develops an asset the asset value eventually takes
over and then you're working completely by choice
01:49:37
so simplify that as if I was a 10-year-old if
you create podcasts and those podcasts go onto
01:49:44
YouTube and that people can watch them a year
later 2 years 3 years later you've developed
01:49:49
something that has a life of its own and it's
going to continue to create value without you having to physically be there so if your work is
creating a byproduct of an asset if you own the
01:49:59
company that you started and you own the shares
in that company and that company becomes more and more successful and the equity value becomes
more and more valuable you're building your
01:50:08
work is creating a valuable asset um if uh like my
wife you renovate horrible properties into amazing
01:50:14
properties her work creates income and an asset
simultaneously what's the opposite of that where
01:50:20
you're working but you're not creating any assets
well Uber driver I used to work in McDonald's for two days I worked in McDonald's as well I loved
working at McDonald's the asset that I created
01:50:29
was a deep uh appreciation for systems but the the
problem with being an Uber driver is that you can
01:50:37
actually do 16-hour days however at the end of 16
hour days that's it you've earned that amount of
01:50:43
money and you've not developed any additional
asset uh you've just performed a role um so
01:50:50
you're not building simultaneously an asset the
people who love their work and don't burn out are
01:50:55
the people whose work creates income and asset at
the same time and they're doing something that's fulfilling and passionate and an asset could
be reputation skill deep skills yeah something
01:51:05
something that has a life of its own something
that lives beyond the the day that you created it
01:51:11
Daniel thank you so much um we do have a closing
tradition on this podcast where the last guest leaves a question for the next guest not knowing
who they're leaving it for and the question left
01:51:19
for you is what is the one thing you'd wish
you'd known about sex and relationships in your
01:51:27
youth that you later learned the the a lot of the
enjoyment of sex is the relationship that you're
01:51:36
having with someone outside of that moment um so
in my youth I saw sex as a standalone thing that
01:51:44
was a compartmentalized thing and essentially you
know if you can pick up and have sex then that's
01:51:49
a win but you discover pretty quickly it's
actually empty and meaningless and and also
01:51:55
awkward and really awkward the following day and
all of that sort of stuff whereas when you find someone who you really love and you're building
a life with them and you're uh sharing highs and
01:52:04
lows with them and there's a deep connection then
it's actually something that is it's almost like
01:52:11
an ingredient that is infused through all of that
um so it's it's very linked to love and connection
01:52:17
and life does that fit into your framework of
function and functionality and vitality yes so
01:52:22
so it's either done from a space of love and life
force energy or it's done as something that's functional probably something that people have to
go through to experientially learn I think that um
01:52:32
you know that there's you know the the other thing
for for young men is that that that the the way
01:52:40
that sex happens for a man is different to how it
happens for a woman and that you you know you may
01:52:45
have a feeling or I had a feeling when I was uh a
young young guy in my late teens early 20s that I
01:52:51
was lovable and unattractive and um and that no
one would want to have sex with me so I'd have
01:52:56
to trick them into you know having sex through
pickup lines or things like that and actually
01:53:02
when I built my confidence and when I built who I
was as a person then it actually became much more
01:53:08
of a natural experience um and uh I'm not sure
what I'm trying to say here it's not go energy
01:53:14
you were describing the way you don't necessarily
need the sale yeah with or without you energy that definitely happened um yeah so you know when I
became an entrepreneur and I was speaking in front
01:53:24
of big audiences and wrote bestselling books and
all of those sorts of things I had much more With or Without You energy and the beauty was is that
when I met my wife I was in a really great space
01:53:33
where I you know she was she had wither without
you energy I had wither without you energy and we recognized each other as um great an amazing force
of collaboration and partnership and we realized
01:53:47
that one and one would be 11 in this situation and
actually it was it was uh a magic moment I knew
01:53:52
I was going to marry her within about 12 hours
Daniel thank you so much for your time you have so
01:53:58
many the incredible books um that are real Smash
Hits and it's funny that these books are growing
01:54:03
in popularity despite the fact that times are
changing which I think speaks to how Timeless they are and you create a lot of content so I think if
people want to hear more from you on an ongoing
01:54:12
Bas basis and continue with this sort of Education
that we've had today then they should definitely check out your social media channels because I
followed them and the way that you create content
01:54:20
is very much like the way you speak very good
at taking large complex ideas distilling them down into sort of simple relatable understandable
Concepts and delivering them to people in a way
01:54:28
that's actionable and accessible that's what your
books do that's what your content does and that's what you do so well so thank you Daniel for being
on my show there is a huge compliment coming from
01:54:36
you thank you oh no you're you're a master of
what you do so I appreciate you Daniel thank you cheers the key to growing a business is making
sure that it's scalable and this comes with
01:54:47
integrating into the right platforms early in
the game to support your growth a platform that's helped me and my team to do this is Shopify
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