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I started out as a broke 17-year-old
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struggling with bad decisions addiction
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and ADHD but I'm going to share with you
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the 15 principles of success that took
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me from that to selling three companies
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writing a Wall Street Journal
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bestselling book and building a $100
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million Empire principle number one use
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fear as a compass I used to think
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working hard meant grinding my first
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company I would do 100 hours a week
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almost burning myself out and it turns
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out that working hard and doing the
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right thing are not connected at all
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working hard doesn't mean hustling
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working hard means doing the things that
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scares you I always think of this
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awesome quote by Joseph Campbell that
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says the cave that you fear to enter
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most holds the treasure that you seek
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meaning the thing that you don't want to
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do that conversation that decision
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showing up to that place that gives you
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anxiety that freaks you out a little bit
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that's actually hard work that's fear
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and the fear is the compass in that
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situation a lot of people get impostor
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syndrome but it just means you're
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stretching your identity if you're
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actually in a room when you're the
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bottom person in the room you're in the
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right room you just have to rewrite the
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story that you're telling yourself it's
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crazy because fear is the path the
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obstacle is the way as Ryan holiday
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would put it fear just stands for false
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evidence appearing real so even though
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you're scared that's what courage means
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courage isn't taking action towards the
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thing you want because you're not scared
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courage means in the face of fear you
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make the right decision and fear acts as
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a North Start you have to take action
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before you convince yourself not to do
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it I would argue in that moment do
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something quick because if you let your
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left brain convince you out of it you're
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going to wake up one day wishing you
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would have been made that decision
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regret minimization is acting in spite
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of fear which brings us to principle
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number two play to win don't play not to
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lose I have so many rich friends that
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are always focused on not paying taxes
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they'll go so far down that strategy as
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they'll go and move to another country
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how about go make more money how about
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go try to be better the world rewards
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those who make courageous decisions even
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though you know it's going to be hard if
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you make a decision that is forward
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movement not away from pain not away
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from a bad decision moving towards it is
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going to come with so much positive
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energy that that momentum will actually
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help you get there a lot faster so stop
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trying to act by reducing the downside
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getting rid of all of it they'll always
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be there risk is taking decisions with
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imperfect data if you wait for
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everything to be perfect trust me the
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market would have moved on you you're
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not going to make any money here's
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something to consider you will lose I
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believe that every time I have a
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business idea I'm probably wrong about
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some aspect of the business idea and
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what I do is I move really quick to
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figure out what aspects I'm wrong about
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you just have to lose in small amounts
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enough so that eventually you find the
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win which brings us to principle number
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three make your old high your new low a
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long time ago I was helping one of my
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buddies with his business and in a
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12-month period he followed everything I
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showed him and he made over 2 million in
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Revenue now here's the deal I told him
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now don't go give it back you have a
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belief around what you're worth and if
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you go above that then you start giving
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things away or creating situations where
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you lose think of it like your bank
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account if you're used to having $1,000
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in your bank account and it goes down to
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50 bucks you're probably going to make a
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different series of decisions today to
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make sure that that balance goes up to
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1,000 eventually you might get it up to
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,500 and then you might decide to make
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some decisions to bring it down to 1,000
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see how the old high has to become the
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new low because I need you to operate
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like it was 50 when it's at 1,500 so
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that it keeps going up and up and up see
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most people have these challenges around
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what they believe they're worth or what
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they believe should be there and they
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will make decisions to go back one of my
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business mentors Ed melet talks about
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having a Theros stat of your life and
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you might believe you're an 80° type of
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person and if all of a sudden the room
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heats up to 110 because you get around a
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bunch of high net worth people you'll
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inadvertently cool the room down back
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down to 80 and if it drops down to like
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60 or 50 you'll heat up that room to get
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back to 80 it's a thermostat on your
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life in regards to what you think you
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deserve from health wealth Finance your
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physicality your weight if you don't
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work on your identity what you think
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you're worth you'll always be cooling
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yourself back down and that's why say
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you got to make your old high the new
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low so you operate as if the money's not
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there or the weight is more than it says
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so that you keep losing or gaining
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whatever it is you're trying to go after
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if you don't build that identity you
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won't fight for what you think you're
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worth it's actually being sick and tired
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of being sick and tired that's going to
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change the whole game so build your
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identity to change your life which
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brings us to principle number four
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permission is taken not given I had a
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client the other day say to me that he
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wants to make it before he starts making
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content in many ways he's saying I need
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to wait to give myself permission to
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create content cuz I don't feel good
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enough yet by whose standard by whose
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definition of capable or successful or
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made it are you defining yourself and
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why would you not want to share what
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you've learned that's helped you so far
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with other people why wait until
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everything's figured out your dreams
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don't need anyone's signature of
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approval most big businesses know less
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about their business than people just
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starting off and people starting off to
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look at these companies and go man they
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must have it all figured out no they
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don't they're still trying to figure it
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out they're still trying to figure out
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their next growth their next product
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their next opportunity just like
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everybody else the difference is is
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they're not waiting for anybody's
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permission to make a decision you should
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be looking for forgiveness not
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permission too often I see people going
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like if I can just get on this podcast
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then my life will change what if they
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say no you don't need anybody to say yes
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for you to win you can decide it's like
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people that work on teams and they think
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I need a title to give myself permission
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to even do that what I've learned is a
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leader is somebody has followers a
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leader is not a title a leader not
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something that somebody blesses you with
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you either show up as a leader and have
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people that admire what you're doing and
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want to follow you and learn from you or
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you don't and you don't need anybody
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else's permission to take action which
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brings us to principle number five
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measure what matters to the degree that
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you measure with Precision you will get
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a result earlier this year I had a goal
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it was a crazy idea to get visible ABS I
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know it sounds trit and egotistical but
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the truth was I heard somebody say in
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the US there's 22 million millionaires
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but there's only 3 million people with
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visible abs and I thought why not me
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I've been going to the gym my whole life
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I've been working out doing ultas doing
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Iron Man's but I didn't have visible ABS
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the way I ended up getting there is by
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tracking everything I measured
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everything my macros my workouts my
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calories burned per day making sure I
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was in deficit my weight every morning
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every night in 90 days I went from 177%
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body fat no visible ABS to about 6% body
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fat absolutely shredded Peter duer is
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one of my favorite business minds and he
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has this great quote that says what gets
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measured gets managed here's the way I
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do it first thing is I need to know
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where I'm going I need to have that
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Clear Vision of what I'm trying to build
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most people unfortunately don't know
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they just say well I want to better life
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more money I want to look better I want
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to feel better but those things aren't
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specific see how there's no way to
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measure that so if I know where I'm
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going what I'm trying to create then I
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start by writing down those goals then I
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review them frequently things like my
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bank account I look at my stripe login I
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get emails every day with daily cash
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positions I stand on a scale to make
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sure my weight and my body fat
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percentages are in line with my goal the
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more I measure the daily I set up a
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standard that makes my goals inevitable
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if I follow a process and I measure
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these numbers and they go in the right
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direction the end state of where I want
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to end up just happens to happen it's a
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byproduct of making that decision which
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brings us to principle number six your
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net work is your net worth when I moved
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to San Francisco I didn't know a soul so
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I decided to do something a little crazy
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and organize a Founders dinner
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essentially I would just invite Founders
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that I met to dinner and I did this
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every week for months eventually getting
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introduced to guy named Alex and
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introduced me to one of my First
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Investors in my company Clarity Mark
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cubin most people do networking wrong
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I'm going to share with you the best way
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to do it to connect with people that
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want to see you win first off the
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fastest way to create value for other
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people is to connect them with each
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other so I just got off a meeting today
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at lunch where I brought six of my
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friends that don't know each other on a
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zoom call did some quick intros had
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everybody talk about their latest
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projects see if there's anything I could
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help them with and then make sure that
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they connected with each other in the
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valley the currency is introductions if
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you know a good person and another good
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person and that one person can help the
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other and they need the help make the
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intro the other point is you always want
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to remember people's names there's
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nothing worse than seeing somebody that
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you know and calling them buddy trust me
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as a person that gets called buddy quite
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a bit I'm like you don't even remember
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my name and they're just like well you
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know I kind of remember meeting you at
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this dinner it's like it's all good but
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if you want to make an impression use it
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and remember it because it's worth
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everything to them the other part is you
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need to know what people want when
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you're talking to somebody your job
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should be asking questions to figure out
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where they're stuck what they're having
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trouble with what are some of the big
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opportunities they're trying to execute
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on that they might need some support and
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then think to yourself how can you help
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maybe you have a skill maybe you've seen
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a reference maybe an article that you
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read recently you could share with them
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you being that value added person in
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their life is going to create the
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opportunity for them to think fondly of
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you and it's all about reach and
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reputation who knows you and what do
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they think of you but you won't really
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get rich unless you learn principle
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number seven spend money to save time
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not time to save save money remember
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this one time I was working on a startup
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with my co-founder and we just got
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ourselves into a pickle and I call him
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up and I'm like hey man let's meet at
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the office and he says I can be there in
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3 hours I just got to get some laundry
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done and then I'll be in and I thought
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to myself you make 100 Grand a year and
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you're going to go wash your laundry
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instead of just dropping it off at the
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wash and fold and you walk by three of
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them on the way to the office he's like
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yeah you're kind of right and I said man
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I'll see you in an hour you have to go
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solve bigger problems right now hire to
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buy back your time not to add capacity
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most people just keep adding staff to
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start new projects instead of getting
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their time back to execute on the ones
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they know we going to make them money
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cuz they're involved to do that you need
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to understand your buyback rate so you
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just take the amount of money you make
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per year divided by 2,000 that'll give
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you a dollar amount so if you make $40
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an hour you should try to find anything
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you do in your life where you can pay
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one quarter of that to somebody else to
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do it for you so that you can reinvest
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that money and you can pay someone $10
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an hour to do something do it which
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brings us to principle number eight
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default to action this one drives me
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crazy the amount of times I've seen
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40-page business plans from people
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talking about strategy this and process
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that and hire this and I'm just like the
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only thing you should be doing right now
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is selling something to a stranger to
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start the business when I started
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Martell media which is in multi8 fig
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business today I was on a hike with a
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buddy and I had this idea to do
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something completely different and
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instead of talking about it I pulled out
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my phone and I texted a friend and got
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the whole thing started I sold almost
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$100,000 of what I wanted to sell
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without talking to one person made the
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offer figured out how to take payment
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right after I sold it and then moved the
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business forward what your first move is
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matters less than just making it too
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often people try to make the right
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decision in business make a decision try
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to make it right afterwards you know Jim
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Collins calls these bullets we want to
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fire bullets towards the target cuz we
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don't even know if we're close to
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hitting it once we nail it and we're
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getting towards the center that's when
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we load up the Cannonball and we take a
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big shot maybe and I hate them business
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plans or hiring a bunch of people or
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getting an office or raising a bunch of
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capital but doing that before you know
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that you've got a there there that the
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dog will hunt makes no sense you want to
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be patient with results but impatient
00:11:08
with action which brings us to principle
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number nine which is simple scales
00:11:12
complex fails one of my favorite
00:11:14
examples of this is Steve Jobs after he
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sold next to Apple and he came back he
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looked at all the products and decided
00:11:20
to cut almost 95% of all products down
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to a single product line they had built
00:11:26
15 different desktop models and he cut
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them all except for one if you want to
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grow something fast if you want to grow
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things with ease you have to focus on
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Simplicity cuz complexity is easy
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complexity is human complexity is the
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default focus is everything in business
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follow one course until successful if
00:11:44
you're an entrepreneur you get to choose
00:11:46
the rules of business instead of adding
00:11:48
things think about how you can remove
00:11:50
what could you take away and it wouldn't
00:11:52
break the system that is a simple
00:11:54
version of what you've got which brings
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us to success principle number 10 make
00:11:58
people Rich it is the first thing I
00:12:00
think about every time I start a new
00:12:01
business I want to figure out how do I
00:12:02
make somebody else Rich every one of my
00:12:04
executive leaders have a compensation
00:12:06
strategy where they have unlimited
00:12:08
upside I don't want to tell somebody you
00:12:10
can only make 300 Grand a year I want
00:12:12
you to make 3 million a year I want you
00:12:14
to make 30 million year if you go and
00:12:16
execute and create value that the whole
00:12:18
team can celebrate in I don't want them
00:12:20
to be capped I had a friend that fired
00:12:22
his top sales guy cuz he was making too
00:12:24
much money do you know how silly that is
00:12:26
cuz if you paid him 400,000 a year that
00:12:28
means he made you 4 million and you
00:12:29
fired him cuz he was making more than
00:12:31
you that's not a winning strategy you
00:12:33
receive what you desire for others if
00:12:35
you don't want other people to be rich
00:12:37
you won't be rich get obsessed with
00:12:39
people's goals and problems figure out
00:12:41
what they want to achieve in life in
00:12:43
regards to their personal goals and
00:12:44
figure out what problems you have in
00:12:46
your business that you might offer them
00:12:47
to go help you overcome and if they do
00:12:49
that you help them achieve their goals
00:12:51
that way they're aligned with what you
00:12:53
need done you have to have a big enough
00:12:54
vision for your business so that your
00:12:56
team's dreams and goals can fit inside
00:12:58
of them cuz if not they'll find some
00:13:00
other place where it will which brings
00:13:01
us to principle number 11 change your
00:13:03
words and you'll change your world I've
00:13:05
coached tens of thousands of people all
00:13:07
over the world I can tell immediately if
00:13:09
someone's going to succeed or not just
00:13:11
by the words they use when you use the
00:13:13
words like should could would you're
00:13:15
already expecting failure by just the
00:13:18
language you're using to describe your
00:13:20
situation or the future you want to
00:13:22
create language you use isn't just about
00:13:24
communicating other people it's a signal
00:13:26
to yourself if you don't talk with
00:13:28
confidence about the world you want to
00:13:30
create then your ability won't come
00:13:32
across as confident and nobody's going
00:13:34
to want to jump out of their seat to
00:13:35
help you with it the way you describe
00:13:37
your situation will either give you hope
00:13:40
or fear you don't think words matter
00:13:42
trust me your language matters I
00:13:44
remember one time listen to a guy and I
00:13:46
really wanted to record that
00:13:47
conversation and transcribe it and ask
00:13:49
him to read it back to himself and say
00:13:50
do you think that person is confident do
00:13:53
you think that person is certain about
00:13:54
themselves do you think that person is
00:13:56
somebody you'd want to bet on I don't
00:13:57
think people hear themselves enough or
00:13:59
don't pay attention to their words and
00:14:01
if they did they would shape their whole
00:14:03
reality completely different because
00:14:05
certainty comes from language Today's
00:14:07
Energy shapes tomorrow's reality those
00:14:10
words will shape that energy in your
00:14:12
reality of tomorrow which brings us to
00:14:13
success principle number 12 actions
00:14:15
prove your priorities there is a huge
00:14:17
difference between what people say they
00:14:19
want and what they actually do a lot of
00:14:21
people might say they want to lose
00:14:22
weight but then you watch them and they
00:14:24
go and eat at a buffet they go to the
00:14:26
gym maybe once a month they want to get
00:14:27
rich but they never look at their bank
00:14:29
account I don't care what you say you
00:14:31
want I care what you do if you tell me
00:14:33
something's important to you show me
00:14:34
your calendar and your bank account and
00:14:36
I'll show you your priorities what you
00:14:38
invest your time and money on is your
00:14:40
priority people say oh my family's
00:14:42
important well show me where date night
00:14:43
is well I'm busy with my business okay
00:14:45
what's important in your business well I
00:14:47
need more customers show me how much
00:14:48
time you're spending on marketing how
00:14:49
much money are you spending on marketing
00:14:51
how much time you spending on sales
00:14:52
calls all your time spent Building
00:14:53
Product or doing the service it's like
00:14:55
yeah well I have to build the thing so I
00:14:56
can sell it no you don't most people lie
00:14:59
to themselves about what's important to
00:15:01
them your priorities is all about saying
00:15:03
no to something so you can say yes to
00:15:05
something else which brings us to
00:15:06
principle number 13 ask better questions
00:15:09
anytime I coach a CEO or founder I
00:15:11
always ask them a simple question if
00:15:13
somebody bought your business tomorrow
00:15:15
what's the first thing they would change
00:15:16
then it's a followup of why haven't you
00:15:18
made that decision yet that simple
00:15:19
question will program their mind because
00:15:21
an uncreative mind can spot the wrong
00:15:23
answer but it takes a very creative mind
00:15:25
to spot the wrong question and the wrong
00:15:28
question will drive you down a path that
00:15:30
you can't come back from here's one of
00:15:31
my favorite questions ask somebody what
00:15:33
are you pretending not to know how to do
00:15:35
why are you pretending who would you be
00:15:37
without that story a properly placed
00:15:39
question can just shift your whole point
00:15:41
of view and get you crystal clear on the
00:15:43
next steps to move your dreams forward
00:15:45
the coolest part is the best leaders in
00:15:46
the world they don't give feedback they
00:15:48
ask questions they coach through their
00:15:50
questions they help people realize what
00:15:53
they should see but they can't see cuz
00:15:54
it's right in front of their face
00:15:55
there's a question I ask myself every
00:15:57
day as an example to get me on on track
00:15:59
to keep me focused to bring the right
00:16:00
energy and it's how can I appreciate
00:16:02
even more God's grace and guidance in
00:16:05
this moment and I can ask myself that 3
00:16:07
four five six seven times a day and it
00:16:08
just gets me back on track so what's
00:16:10
your question how do you get back on
00:16:12
track after having a hard time Tony
00:16:13
Robbins has this great quote and he says
00:16:15
the quality of your questions will
00:16:16
dictate the quality of your life ask
00:16:18
better questions live a better life
00:16:20
which brings us to principle number 14
00:16:22
learn do teach 8 years ago I was
00:16:26
speaking at an event in a prison and I
00:16:28
met a guy that absolutely blew me away
00:16:30
two months ago I get off stage who do I
00:16:33
find there this gentleman he wanted to
00:16:35
say hi he'd been out for a couple years
00:16:37
and he's now the executive director of a
00:16:39
nonprofit helping people transform their
00:16:41
lives who are recently incarcerated just
00:16:43
like him I came from that environment as
00:16:45
a teenager see you'll never know the
00:16:47
impact you can make if you just follow
00:16:49
this simple rule work harder on yourself
00:16:51
than you do on your job become more so
00:16:53
you have more to give other people have
00:16:55
more to serve with other people if you
00:16:57
get out of your situation it's your
00:16:59
responsibility to send the elevator back
00:17:01
down and help people come out of that
00:17:03
hole the philosophy of integrating your
00:17:05
learning comes from nursing school when
00:17:06
they talk about it they say you got to
00:17:08
learn it you got to do it and you got to
00:17:09
teach it if you learn do and teach you
00:17:11
integrate that knowledge into your life
00:17:13
it becomes who you are not just
00:17:15
information that you can memorize and
00:17:17
recite to somebody else it impacts your
00:17:19
life and if you become the example then
00:17:21
other people will feel that energy and
00:17:23
be inspired by you and that's why having
00:17:25
that gentleman come up to me after I got
00:17:27
off stage to tell me that I inspired and
00:17:29
now he's inspiring thousands of people
00:17:31
just like we were that's crazy you can
00:17:33
do the same thing which brings us to the
00:17:34
last success principle number 15 Define
00:17:37
your why 2024 was a crazy year new
00:17:40
businesses big opportunities stages
00:17:43
books just everything was bananas and I
00:17:45
was already maxed out but I had
00:17:46
something on my heart I needed to do and
00:17:48
it drove me my whole life it's been a
00:17:50
big part of my life working with Ru but
00:17:52
I started a new program called Kings
00:17:54
Club it's a free youth program that I
00:17:56
Mentor 100 kids every couple weeks
00:17:58
personally in this building and it's a
00:18:01
passion project that's kind of become a
00:18:02
movement in our local community it's
00:18:04
bananas I get to sit down and have a
00:18:07
personal connection with these kids I
00:18:08
get to Mentor them I get to show them my
00:18:09
Supercar collection we get to talk about
00:18:11
real life challenges that are facing
00:18:13
them now and my favorite part is I give
00:18:15
every one of them a book thinking Grow
00:18:17
Rich my why has been clear from the day
00:18:19
I got sober out of rehab I believe that
00:18:22
your purpose sits right next to
00:18:23
sometimes the worst thing that's ever
00:18:25
happened to you and for me clearly being
00:18:27
incarcerated as a teenager really
00:18:28
affected my soul and if I can do that
00:18:30
for other people that is my everything
00:18:32
if you have a why that's bigger than
00:18:34
your fear then you'll do it you won't
00:18:36
second guess yourself you won't put it
00:18:38
off your why has to be so powerful that
00:18:40
it makes the how seem small it doesn't
00:18:43
have to change the world it just has to
00:18:45
change your world start with your
00:18:47
community start with your backyard so
00:18:49
many people want to get up and like I
00:18:50
want to change the whole world how about
00:18:52
you just start with your world how about
00:18:53
you start with your community you have
00:18:55
people that are in need all around you
00:18:56
you don't have to make it this big you
00:18:59
just have to start if you have a y
00:19:01
attached to your do it'll Propel you
00:19:04
forward with more energy and faster than
00:19:06
you could ever imagine if you want to
00:19:07
learn the 40 brutal truths I wish I knew
00:19:09
in my 20s click the video and I'll see
00:19:11
you on the other side
