The Ultimate Persuasion Technique To Make More Sales | Ed Mylett

The Hidden Skill That Separates Closers From Everyone Else In this mashup episode, I am taking you deep inside the one skill that has created more breakthroughs in my life and business than anything else. It is the difference between struggling in silence and rising to the top of your field. It is the ability to persuade, influence, and connect at a level where people trust you, believe you, and want to move with you. And today, you are going to hear what that looks like through four very different paths to mastery. You will hear from Randall Pich, who grew up in the middle of gang territory and learned how to survive by building real relationships and reading people with precision. From selling skateboard decks for ten dollars to scaling Live Fit into an international brand, Randall shows you how persuasion is built long before you ever make an offer. It begins in authenticity, in relatability, and in showing people that you truly understand them. Alex Hormozi joins me next, breaking down the psychology behind why people buy and the formula that allowed him to generate millions of leads without spending anything on ads. Alex explains what most entrepreneurs get wrong about attention, how to create offers people say yes to quickly, and the mindset shift that turns complete strangers into engaged buyers who want more of what you do. His clarity will change the way you think about marketing forever. You will also hear from Ryan Bartlett, whose obsession with customer experience took his company from zero to nearly one billion dollars in five years. His stories of sending personal gifts, building fan level loyalty, and transforming frustrated customers into lifelong advocates will show you how persuasion continues long after the sale. Ryan proves that the fastest way to stand out today is to care more than anyone else. And finally, Brad Lea brings the heat with the raw truth about communication, confidence, and conviction. Brad explains why most people cannot persuade anyone, not because they are lacking talent, but because they do not truly believe in what they are selling. When you learn how to speak with certainty, connect with emotion, and lead people toward a better version of themselves, your entire life elevates. Key Takeaways Why persuasion is built on connection, not pressure Randall Pich’s real world insight on reading people and building trust Alex Hormozi’s formula for turning strangers into engaged buyers How to communicate with clarity, power, and confidence The customer experience strategies that create brand obsessed fans Why belief in yourself and your product is the true foundation of influence The mindset shift that instantly increases your ability to close This episode will challenge you, sharpen you, and give you the tools to win in any room you walk into. If you can master persuasion, you can change your income, your influence, and your impact forever. 👉 SUBSCRIBE TO ED'S YOUTUBE CHANNEL NOW 👈⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ → → → CONNECT WITH ED MYLETT ON SOCIAL MEDIA: ← ← ← ➡️ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠INSTAGRAM⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ➡️⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠FACEBOOK⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ➡️ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LINKEDIN⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ➡️ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠X ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ➡️ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠WEBSITE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Learn more about your ad choices. Visit megaphone.fm/adchoices

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:00Ed Mylett?

  I hear so many small business owners say the exact same thing. They just never have enough time in the day. Well, I measure time differently. I've compressed, condensed, heck, I've bent time. My first day is 6:00 a.m. to noon. My second day starts at noon and goes till 6:00 P.M. And my third day, 6:00 P.M. to midnight. I now get 21 days a week. Stack that up over a month, over a year, over five years, and my life's completely different than it would have been otherwise. And if you want to win as an entrepreneur, you have to compress your time, too. And you definitely can't afford to waste it waiting weeks on a big bank for capital. Your best bet's to work with my friends at Cardiff. They know how to compress time for entrepreneurs. They get your business approved in minutes and funded the very same day. They're America's favorite small business lender, and for good reason.

• 0:45Ed Mylett?

  Over 20 years in business, over $12 billion deployed to small business across America. Stop letting bank delays slow down your momentum. Head to cardiff.co/ed. That's cardiff.co/ed. Cardiff.co. Real growth, fast funding. Cardiff, borrow better.

• 1:03Speaker 01

  This episode is brought to you by Michelob Ultra. Good times mean competitions between you and your friends, like seeing who can throw some pigskin the farthest or rush the field the fastest. Winner gets an Ultra. Because it's not just a superior-like beer, it's also giving fans superior access to their favorite sporting events. Superior is worth playing for. Visit michelobultra.com/superioraccess to enter. Enjoy responsibly. Copyright 2026 Anheuser-Busch InBev Michelob Ultra Beer, St. Louis, Missouri.

• 1:36Speaker 02

  This is the Ed Mylett Show.

• 1:40Ed Mylett?

  Hey, everyone. Welcome to my weekend special. I hope you enjoy the show. Be sure to follow the Ed Mylett Show on Apple and Spotify. Links are in the show notes. You'll never miss an episode that way. Here's our first guest. Welcome back to Max Out with Ed Mylett. So excited. I've got sitting next to me here today, the birthday boy. And this gentleman right here has become really, I was telling him off camera, this guy's become really a cultural icon in the fitness and apparel business. And so, many of you that are seeing the shot right now already know who he is, but if you don't know who he is, I want to start out by introducing to you, one of the real leaders on social media, real leaders in the fitness industry and the apparel industry, and really for young people out there too, somebody that gives hope and inspiration because of his background. So I'm so excited this guy's here today. We've been putting our talons

• 2:25Ed Mylett?

  together to do this finally. So Randall Pitch, welcome here, brother.

• 2:28Randall Pich?

  Thanks for having me.

• 2:29Ed Mylett?

  Good to have you. By the way, happy birthday.

• 2:31Randall Pich?

  Cheers.

• 2:31Ed Mylett?

  We're drinking a little-

• 2:32Randall Pich?

  Thank you, yeah, it's my birthday.

• 2:33Ed Mylett?

  We're drinking a little whiskey.

• 2:34Randall Pich?

  Yep.

• 2:34Ed Mylett?

  Hope you guys don't mind that. This is not our first drink, but we're still in a good state of mind to give you a good interview, so.

• 2:41Randall Pich?

  Yeah.

• 2:42Ed Mylett?

  Thank you for being here, man.

• 2:43Randall Pich?

  Of course, of course.

• 2:44Ed Mylett?

  I appreciate it. So, tell everybody a little bit about, you know, just your upbringing, kinda how you came up, your family life, you know, community, that kinda stuff. Just set the tone for you.

• 2:53Randall Pich?

  Yeah, for sure. So yeah, like you said, I grew up on the east side of Long Beach, where there was just a lot of gang activity, a lot of poverty there, a lot of section eight housing going on, and I was part of that, you know.

• 3:04Ed Mylett?

  Yeah, section eight's government housing, everybody.

• 3:06Randall Pich?

  Right, there you go. My mom came over here as a refugee from the Khmer Rouge, the genocide. She survived. So she came here with my dad, and they divorced when I was three. And I don't, I'm not like a sad dude when it comes to divorce, because I understand it because, for those out there, in the Cambodian culture-

• 3:25Ed Mylett?

  Yeah.

• 3:25Randall Pich?

  The marriage was arranged.

• 3:27Ed Mylett?

  It was an arranged marriage?

• 3:28Randall Pich?

  It was an arranged marriage. So I, like, if my mom didn't like my dad, then so be it, but-

• 3:31Ed Mylett?

  That's the way it is.

• 3:31Randall Pich?

  My dad was always there, and my mom was always there. It was just two separate things, you know?

• 3:35Ed Mylett?

  And by the way, just real quick, stay on that for a second. People don't, just historically, because I read about this before I knew you, but-

• 3:41Randall Pich?

  Right.

• 3:42Ed Mylett?

  When he tells you the Cambodian genocide, you're talking about literally millions of people, right? I mean, you're talking about-

• 3:47Randall Pich?

  Yeah, more than the Jewish genocide.

• 3:49Ed Mylett?

  It's unreal. I mean, it's unimaginable that your mom fled, your mom and dad fled just to get to this country. I just want to say one thing to you about that too. There's all this conversation in the world today about immigrants, and I just gotta tell you something. I can't stand the demonization of immigrants, because you and I both know some of the most hardworking- loyal patriotic people in the world of people like your mom, right?

• 4:12Randall Pich?

  Exactly.

• 4:13Ed Mylett?

  They're the hardest working people in the world. So I just want to say that to set the tone because I don't think you come to become what you've become without your mom.

• 4:20Randall Pich?

  Exactly.

• 4:21Ed Mylett?

  You know, is that true?

• 4:22Randall Pich?

  Yeah, no, she survived so I can do this.

• 4:24Ed Mylett?

  It's amazing.

• 4:25Randall Pich?

  So I can get this freedom and live the life she never had.

• 4:27Ed Mylett?

  Yeah.

• 4:28Randall Pich?

  So she can see that and live through me.

• 4:29Ed Mylett?

  Did your mom, when you were, did, I bet you didn't, but I'm just curious. Did your mother ever like talk to you about being better than her or having a better life? Is it ever, was this like survival all the time?

• 4:40Randall Pich?

  It was kind of a little bit of both.

• 4:41Ed Mylett?

  Really?

• 4:42Randall Pich?

  But it was just always do better, go to school, do better. And that's it. They didn't really talk about the war. They didn't really talk about, no, and this, and this goes for the whole Cambodian community that lives here in, in the States.

• 4:52Ed Mylett?

  Okay.

• 4:53Randall Pich?

  They don't really like to talk about the war. I don't know what it is and all the younger generation can relate to me for sure, but it's, it's now it's, they're, they're opening up when we ask them these questions.

• 5:02Ed Mylett?

  Really?

• 5:02Randall Pich?

  We're a little bit more grown up and really dig into our own history and try to learn.

• 5:07Ed Mylett?

  Yeah.

• 5:07Randall Pich?

  When we ask questions, then they open up. But besides that, I don't, I think they just want to sweep it and throw it under the rug and like, hey, that's the past. We don't want to talk about it. You guys are free, live.

• 5:16Ed Mylett?

  Do you think it's, that's interesting. So if you ask, she'll tell you now, but when you were coming up and you're living in a really rough environment, she's not sowing into you all these stories from back home?

• 5:24Randall Pich?

  Never. She didn't. I, I think it was maybe the parenting of, of what they thought was right or.

• 5:30Ed Mylett?

  Yeah.

• 5:30Randall Pich?

  It was good. Let's not scare the, the children of, of these past history or.

• 5:36Ed Mylett?

  Cause I don't, I don't even know about this, so I'm curious. So do you think it helped you like assimilate into this community, into this culture more? Or was the Cambodian, Cambodian community still very isolated in its own community when you grew up?

• 5:48Randall Pich?

  Um, it was kind of isolated, but now it's out there more with the help of Angelina Jolie.

• 5:53Ed Mylett?

  Yeah.

• 5:53Randall Pich?

  Actually, she helped bring the awareness of the, the culture out.

• 5:57Ed Mylett?

  Yes.

• 5:57Randall Pich?

  So it's become more mainstream and stuff as far as like the history and, and what happened in the country.

• 6:01Ed Mylett?

  Okay.

• 6:02Randall Pich?

  But.

• 6:02Ed Mylett?

  But so you grew up with like literally gang activity around you outside the front door constantly?

• 6:07Randall Pich?

  Gang activity, Mexican gangs, black gangs, Cambodian gangs, Asian gangs, everything.

• 6:10Ed Mylett?

  Were you in one or were you never participated?

• 6:12Randall Pich?

  No, I never participated. It was, I, I had friends that I skated with.

• 6:17Ed Mylett?

  Yeah.

• 6:17Randall Pich?

  That you either chose. To go skateboarding or you go gangbang.

• 6:20Ed Mylett?

  So there's two cultures skate culture and gangbang culture.

• 6:22Randall Pich?

  Yeah, but see what people don't realize over there in Long Beach too is sometimes you don't choose to be in these gangs. You get jumped in from the streets and it's like, okay, now you're in. If you want out, then you let us know, you know, because I had close friends that are in gangs that told me about this.

• 6:37Ed Mylett?

  Okay.

• 6:37Randall Pich?

  So I just luckily enough.

• 6:39Ed Mylett?

  I want to learn. I want everyone else to learn. Do you get jumped out too? Like if you say, I want to get out, is there a way out if you want to be out? Do you get jumped out?

• 6:45Randall Pich?

  For some gangs, I can speak on behalf of of some of my friends that if you want out, then yeah, you can get jumped out.

• 6:52Ed Mylett?

  You get jumped out, literally just the shit beat out of you out.

• 6:54Randall Pich?

  Yes, sometimes, or you've done enough dirt, which they call it, and then they give you the

• 6:58Ed Mylett?

  Then you get some freedom.

• 6:59Randall Pich?

  Yeah, you're good. You've done enough with a gang, you're good.

• 7:01Ed Mylett?

  So how did you avoid it?

• 7:03Randall Pich?

  I just stuck with skateboarding and and just stayed away from the neighborhoods that I knew were heavily with gang activity.

• 7:10Ed Mylett?

  What did you speak growing up? What language did you speak?

• 7:11Randall Pich?

  English.

• 7:12Ed Mylett?

  English always, always was that was spoken in your house or did you speak that outside your house?

• 7:16Randall Pich?

  I spoke it everywhere.

• 7:17Ed Mylett?

  You did?

• 7:17Randall Pich?

  English, yeah. My mom spoke to me in Kamai, then I would just respond in English.

• 7:21Ed Mylett?

  You would respond in English?

• 7:22Randall Pich?

  I could understand it and.

• 7:24Ed Mylett?

  No kidding?

• 7:24Randall Pich?

  Yeah.

• 7:25Ed Mylett?

  Okay, so you grew up in a really, really rough environment.

• 7:28Randall Pich?

  Right.

• 7:28Ed Mylett?

  And so were you always, this is so, you're talking about an icon here in the industry. You're talking about a man who's built, he's 30 years old today, by the way, which I think is a significant birthday. At least if it was for me, I'm like, I'm not a young guy anymore. Like I'm a man now. I, you're a man before that. And I know you've built this man business, but for me, 30 was like kind of a big birthday.

• 7:45Randall Pich?

  It's a stepping stone.

• 7:46Ed Mylett?

  It was only 17 years ago for me. So you and I are basically the same age.

• 7:51Ed Mylett?

  Basically the same age. So, so you grow up like this. Real rough environment. Were you always a little bit entrepreneurial? Like, how do you start into? I mean, we get to live fit, but before we get there, like, how do you start in like, how'd you, did you eventually like make a T-shirt for something? Like, how'd that start?

• 8:08Randall Pich?

  So check this out, like, on the streets when we were skateboarding, a lot of the kids' parents were just, they had to go to work, like during summer days, we would just go out, get maybe five bucks from our parents here, here and there. And I remember literally trying to make money on the side. Like if I had two skateboard decks, I would literally, hey, who wants to buy a skateboard? My old one for 10 bucks.

• 8:29Ed Mylett?

  Okay.

• 8:30Randall Pich?

  And we would hustle that.

• 8:30Ed Mylett?

  So you were already a hustler?

• 8:32Randall Pich?

  Yeah, I didn't know that at the time, but I would exchange, you know, things that I had extra for some money. And I was like, hey, I'm gonna make some extra cash. Here's some wheels. You want it for five bucks? All right, cool. Yeah, straight up.

• 8:42Ed Mylett?

  You're already negotiating, you're already hustling a little bit.

• 8:44Randall Pich?

  Yeah.

• 8:45Ed Mylett?

  Really young.

• 8:45Randall Pich?

  And I was, I was building that very young and I didn't know now that that's what it's turning me into, you know?

• 8:50Ed Mylett?

  Yeah, so there's a little bit of that gene in you like somehow already.

• 8:54Randall Pich?

  Yeah.

• 8:54Ed Mylett?

  That's interesting. So how's the first like, how do you, do you, how do you end up making a shirt? Like, how's that start? Like, what, what started that?

• 9:01Randall Pich?

  So the whole, whole shirt thing like, so I've been in the clothing industry before the fitness industry far, far before.

• 9:08Ed Mylett?

  Clothing before fitness?

• 9:09Randall Pich?

  Yeah.

• 9:09Ed Mylett?

  I didn't know that, okay.

• 9:10Randall Pich?

  Yeah, a lot of people don't know that.

• 9:11Ed Mylett?

  Okay.

• 9:11Randall Pich?

  In high school, um, I played in a, a hardcore band. I played drums in a band. And in that period.

• 9:18Ed Mylett?

  What's a hardcore band? Explain that to everybody.

• 9:19Randall Pich?

  Um, a lot of screaming.

• 9:21Ed Mylett?

  Okay. You talking about like a punk band or like my generation?

• 9:24Randall Pich?

  Punk hardcore metal band. I don't know what kind of bands like that can relate to like today, Terror maybe?

• 9:29Ed Mylett?

  There you go.

• 9:30Randall Pich?

  I don't know. Yeah, yeah.

• 9:31Ed Mylett?

  Okay, okay.

• 9:31Randall Pich?

  But.

• 9:31Ed Mylett?

  So you were a drummer?

• 9:32Randall Pich?

  Yeah, I was a drummer in a band and.

• 9:34Ed Mylett?

  Were you already tatted up when you were young or you weren't?

• 9:36Randall Pich?

  When I was 18, yeah.

• 9:37Ed Mylett?

  Okay. You got your first tattoo at 18?

• 9:38Randall Pich?

  First tattoo at 18.

• 9:39Ed Mylett?

  Is that because like mom wouldn't let you or like you just never thought about it?

• 9:41Randall Pich?

  Yeah.

• 9:42Ed Mylett?

  Mom wouldn't let you?

• 9:42Randall Pich?

  Mom's like, you get a tattoo, you're out of the family. Like, alright, yeah.

• 9:45Ed Mylett?

  Alright.

• 9:45Randall Pich?

  And then 18 and then.

• 9:46Ed Mylett?

  Okay, then you blew up.

• 9:47Randall Pich?

  Yeah.

• 9:48Ed Mylett?

  Blasted.

• 9:48Randall Pich?

  But yeah, so from, uh, being in a band, you know, you need merchandise and I was like the creative kid, you know? I was like, hey, let's get some fucking shirts that, that have our, our band name on it, you know?

• 9:58Ed Mylett?

  Okay.

• 9:59Randall Pich?

  So I decided to take a graphic design class in high school.

• 10:01Ed Mylett?

  Ah, here we go.

• 10:02Randall Pich?

  This is my sophomore year.

• 10:03Ed Mylett?

  Here we go.

• 10:04Randall Pich?

  And that's when I first started learning Adobe Photoshop.

• 10:07Ed Mylett?

  Hmm.

• 10:08Randall Pich?

  And in that class, they did one course on how to make a T-shirt from burning the emotion to making the screen, literally from like silk screening.

• 10:17Ed Mylett?

  Okay.

• 10:17Randall Pich?

  To applying, yeah, emotion to burning the screen in the red room, to putting on the, the screen on the press and silk screening and then drying it. The whole, the whole like process.

• 10:26Ed Mylett?

  So you're like 15, 16?

• 10:27Randall Pich?

  Yeah, 15 years old, doing that whole thing and I, to me, obviously I was learning it, but I was having fun at the same time.

• 10:34Ed Mylett?

  Yeah.

• 10:34Randall Pich?

  I just want a fucking dope design.

• 10:36Ed Mylett?

  Yeah.

• 10:36Randall Pich?

  So I was just so concentrated on making the perfect, um, design for my band and then obviously the process came with it because you had to do it.

• 10:43Ed Mylett?

  Yep.

• 10:44Randall Pich?

  And then I made it, went to the shows and started selling the merch.

• 10:47Ed Mylett?

  At the shows for your band?

• 10:48Randall Pich?

  Exactly.

• 10:49Ed Mylett?

  That's how it starts?

• 10:50Randall Pich?

  That's how we. We get money. That's how we get paid, you know?

• 10:53Ed Mylett?

  Hey, so you're really, I, I, I believe this about you, cuz I've, I've, I'm fascinated with this man, just so you know, like, I had a little bit of a man crush on him before I met him, and I haven't had that on my show. I've had all these athletes on here and, you know, well-known business guys. My first real man crush in business was you, which is a little bit creepy, but it's true, right? Like, cuz he's this, he's very unique, like, he's this jacked up dude, he's built this great brand.

• 11:15Randall Pich?

  Spilling him, man.

• 11:16Ed Mylett?

  Spilling, uh, uh, whiskey all over himself. That means you've had too much whiskey, by the way.

• 11:19Randall Pich?

  I know, right?

• 11:20Ed Mylett?

  I got him a little loose for you here, everybody. And, but, no, but, like, because I think you're really, probably at heart, I think you're an artist. Like, I think, you know, the fact that you were in a band, the fact that you created, you know, these shirts, I think you're a creative, brilliant artist, and the results of your brilliance is people love your art, right? They love your brand, they love the look of it, right? I think that's the first thing, so, okay, so you got the shirt gene, you got the shirt skill.

• 11:44Randall Pich?

  Right.

• 11:45Ed Mylett?

  The art of doing it. Now you made a little bit of money from it. Where do you, where do you end up going from there?

• 11:49Randall Pich?

  So, obviously, the band look, the tattooed look, selling t-shirts. My mom was like, man, what the fuck's this fool doing?

• 11:55Ed Mylett?

  What are you doing?

• 11:56Randall Pich?

  What the fuck's this fool doing, yeah?

• 11:57Ed Mylett?

  So, are you out of high school now and not in college?

• 11:59Randall Pich?

  No, I'm, I'm in high school still.

• 12:00Ed Mylett?

  So, you're still back at that fifteen, sixteen in the band?

• 12:02Randall Pich?

  Yeah, and I'm like, dude, I'm gonna be in a fucking band forever, I'm gonna play, I'm gonna fucking just do this shit, you know? And my mom was like, nah, you, I think you gotta go to school.

• 12:09Ed Mylett?

  Okay, right, which is good mom advice.

• 12:11Randall Pich?

  Exactly.

• 12:11Ed Mylett?

  Right.

• 12:12Randall Pich?

  So then at the time, obviously, I was, I was in a, uh, in a band, and I, I had friends that were, that had clothing brands as well, that sponsored bands and whatnot.

• 12:21Ed Mylett?

  A lot of guys did that then, right? They're still doing it, right? They got these little brands that kind of are connected to bands and different things like that, okay?

• 12:26Randall Pich?

  So then I had this buddy, Mark Atkins, he had this, um, this brand that literally sponsored a ton of, uh, bands at that time and blew up. And I seen this blow up, I'm not, I'm not gonna say the name of the brand, cuz he doesn't own it now, and it's a bunch of legal shit that happened.

• 12:40Ed Mylett?

  Okay, leave that alone.

• 12:41Randall Pich?

  He got burned, but my buddy, Mark Atkins, is a fucking smart dude.

• 12:43Ed Mylett?

  Right, I know who Mark is.

• 12:45Randall Pich?

  Yeah, he, he, uh- Took this brand in, we were like sixteen seventeen year old and I seen him take it from a small scale to now being distributed into Tilly's, Zumies, all over the place, you know? And I was just like, fuck, this is crazy. And I was telling my mom, I was like, hey, this is something I want to do. And this is before college, she's like, no, no, no, whatever, you know?

• 13:04Ed Mylett?

  Be realistic.

• 13:05Randall Pich?

  Yeah, and I was working for Mark too, helping him still treat at the time. And then she's like, no, you gotta go to school. So I was like, alright, Mark, you just handle this thing. And then he blew it up, I'm like, fuck. So I was experienced to that, I seen my own friend blow this fucking brand up.

• 13:18Ed Mylett?

  So now you got an example.

• 13:20Randall Pich?

  Exactly, I'm like, dude, this is what I want to do. But since, my mom was like, alright, you go to school. I decided to take the school route, I applied to Cal State Long Beach, got in. And then that's when I started studying kinesiology.

• 13:30Ed Mylett?

  Kinesiology?

• 13:31Randall Pich?

  Yeah, getting into fitness, trying to be a trainer because that was what I thought.

• 13:36Ed Mylett?

  But all of that sort of, this convergence, because this happens in everybody's life. It's like this convergence of circumstance that all end up favoring you, right? Like, so the fact that you had that example, the fact that he did the t-shirt thing, the fact that you're an artist, now you're learning about kinesiology and the body, all of that sort of, you don't know it, but it's building this combination, this recipe that ends up being Live Fit and some other brands, right?

• 13:57Randall Pich?

  Exactly, yeah.

• 13:57Ed Mylett?

  That's crazy to me. So you go to college, a lot of people can relate to this, our family's encouraging us to do the traditional path, which more and more, by the way, in life is becoming less traditional. More and more, people have awakened to the fact, there's nothing wrong with going to college. Christiana and I debate all the time, should our kids, my son's a four or five GPA, right? Like, should he go to school? I'm kind of for him going. She's like, he should become an entrepreneur out of the gate, like, there's this. But I think it's great that nowadays, there's a debate now. There was ten years ago, or when I was a kid, a hundred years ago, there was no debate, like, if you were smart, you went to college, you went out, you went four or five years, maybe you went six years, got a masters, you got a job, and you're like in this system that produces average, right? You just kind of end up in that system.

• 14:40Ed Mylett?

  So you're kind of trending there, but you got this artistic bug, the entrepreneurial bug. So you're at Long Beach State, and now what? Now what takes place?

• 14:49Randall Pich?

  So, when I decided to obviously go to school and college, I wanted to move out. So I was like, alright, man, I gotta get a job somewhere, you know? And I've done.

• 14:57Ed Mylett?

  Everybody relates to that.

• 14:57Randall Pich?

  Yeah, I've done a construction. I've done the whole T-shirt, so screening thing and then, you know what? Let me do something that's in the field that I'm studying in. So I was like, okay, let me apply to Bali Total Fitness when it was around back then.

• 15:09Ed Mylett?

  Before it got bought out, right? Yeah.

• 15:10Randall Pich?

  So I got hired on as a personal trainer.

• 15:12Ed Mylett?

  Okay. Did you get certified or no?

• 15:13Randall Pich?

  Yeah, I got certified. I got my AFANASM, all that stuff. And at the time too, I always leave this out. I was in search and rescue as well. So I was like fresh. I was gonna be a firefighter. Dude, I did a lot of shit, man.

• 15:24Ed Mylett?

  Wow. No way.

• 15:25Randall Pich?

  Yeah. So I graduated Rescue Academy, had the CPR first aid, all that stuff, plus my certificates of training and stuff. So that's why they hired me right out the bat. I stood out because I was tattooed, had big old holes in my ears at the time.

• 15:38Ed Mylett?

  That's where these holes are from?

• 15:38Randall Pich?

  Yeah, they were like, who the fuck is this kid? But I had all my credentials at the time to get hired on.

• 15:43Ed Mylett?

  Okay, yeah.

• 15:43Randall Pich?

  So I got hired on. That was my college job throughout college.

• 15:47Ed Mylett?

  Okay.

• 15:47Randall Pich?

  You know, because it was pretty flexible. I trained when I had clients, this and that. And then I built a pretty big clientele at Bally's before I went private. Because I took all my clients from there and then went private.

• 15:59Ed Mylett?

  So let's talk about that a minute. I was interviewing Bedros Koulion the other day.

• 16:03Randall Pich?

  Right.

• 16:03Ed Mylett?

  And he was, he's a, he's a huge fan and friend of yours. And I know that feelings are mutual between the two of you. But he was telling me that when he was a trainer, that was a really important time in his life because the type of people you train typically have a couple bucks, right?

• 16:15Randall Pich?

  Yep.

• 16:16Ed Mylett?

  And so these people sort of become kind of quasi mentors. So is that now? Because mentoring is also part of the recipe, right? So was that part of sort of the formula of creating you? Like you got the art background, the band background, you've done the T-shirt. By the way, when you were in the T-shirt thing, were you hustling like? Were you one of these guys I would see sometimes once in a while that you're selling T-shirts out of the back of your rig or like?

• 16:38Randall Pich?

  No, I was never force heating it, but whoever wanted to meet up, I'd go meet it. But I was never like, oh, this is my clothing. No.

• 16:43Ed Mylett?

  Okay.

• 16:43Randall Pich?

  I'm not the pushy type.

• 16:45Ed Mylett?

  Okay, you weren't that, not the pushy type. That's good to know. Okay. Because I think a lot of guys think, hey, to get, because I'm not either. I come from a family like, the culture in my family is like, sales guys are almost like piranhas. Like you don't want to be pushy. You don't ever want to make people uncomfortable. I still feel that way. So that's good for a lot of you to relate to that. Like neither one of us got pushy to push our success, right? We got pulley, which meant what we had was so good, people wanted it to come with us, right? That's ultimately, you don't win by being pushy. You win by being pulley.

• 17:12Randall Pich?

  Yep.

• 17:13Ed Mylett?

  It's a gravitational pull, right? So that's why you want. So you're at Long Beach State. I want to stay in here.

• 17:17Randall Pich?

  Yeah.

• 17:18Ed Mylett?

  You got this background. Now you're a trainer. You're kind of getting some mentoring. You're also probably making some money.

• 17:22Randall Pich?

  Yeah.

• 17:22Ed Mylett?

  Right? And so what, what takes place from there?

• 17:24Randall Pich?

  So this is crazy, like. Valley Total Fitness actually taught me a lot because it's strictly corporate.

• 17:30Ed Mylett?

  It's a machine too.

• 17:31Randall Pich?

  It's fucking dude, it taught me to be this, the sales savage dude.

• 17:35Ed Mylett?

  Good.

• 17:35Randall Pich?

  I remember my director, she laid out two pieces of paper. She told me, alright, tell me why this one's better than this one. I was like, fuck, I blinked out for like a cool 30 seconds, but then I gathered, I was like, you know what? Alright, this paper is made up of this type of wood, blah blah blah, and then she don't want this one, you know?

• 17:51Ed Mylett?

  Yes.

• 17:52Randall Pich?

  I don't know what I pulled off, but I pulled it off and sold her this, this fucking piece of paper. And she's like, alright, cool. Now do that with your training business because you are, your, your training is this value. And you, you know, if you believe this otherwise then why are you even here?

• 18:04Ed Mylett?

  Wonderful. Okay, I want to jump in on this too, because I want to stay with you on this. Because there's like, I think that guys like you have so many skills that make them successful. I want you to be aware of them. This episode is sponsored by Ro. A lot of people assume GLP-1's cost a fortune and that assumption keeps them from even looking into treatment. Ro helps people find a more affordable path to FDA-approved GLP-1 treatment. Ro wants to help people lose weight, that's why they have more affordable GLP-1 options, whether you're paying with insurance or cash. Ro's free insurance checker makes it easy to see if you're covered for GLP-1 injections. Just submit your insurance card and Ro handles the rest. No paperwork, no waiting on hold, no confusing phone calls. And if insurance doesn't cover treatment, there are still options.

• 18:47Ed Mylett?

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• 19:32Ed Mylett?

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• 20:15Speaker 04

  Wayfair, every style, every home.

• 20:17Ed Mylett?

  Element at any business. So this man's in the apparel business, the fitness business. You have to be able to persuade people, right? Like that's another layer that I didn't grow up with. No one taught me how to communicate. No one ever taught me how to persuade. So there was a point in my career where I learned how to do those two papers. So that's a, don't you think that's a huge, it helps you persuade employees to join you, right? Distributors, like pricing, everything. Persuasion's huge, right? So you learned that at, that's interesting. You learned that at Bally's.

• 20:46Randall Pich?

  It was huge because at Bally's it was cutthroat. Once you're off your probation period, if you don't make clients and you're out of here.

• 20:52Ed Mylett?

  They will, not only you're broke, they'll get rid of you.

• 20:54Randall Pich?

  Yeah, they'll get rid of you. You're done. And I ended up making, not even being a regular trainer. I was one of the elite master trainers, breaking almost like 10K a month for Bally's at the time.

• 21:03Ed Mylett?

  As a young guy?

• 21:03Randall Pich?

  As a young dude. There was only like five of them at each gym.

• 21:05Ed Mylett?

  Do you keep any of the 10K?

• 21:06Randall Pich?

  Yeah, probably like, I don't know, a small percentage of it.

• 21:08Ed Mylett?

  Yeah, right. Not a whole lot goes back to you, right? But you're paying your bills at least while you're in college doing that.

• 21:12Randall Pich?

  I was living.

• 21:13Ed Mylett?

  You're living large probably compared to your buddies.

• 21:15Randall Pich?

  Exactly, yeah.

• 21:16Ed Mylett?

  Okay, so you're there, you're training, you're obviously getting a lot of business experience, communication experience. Because this is, here's the thing, everybody, especially if you're young. This is all part of the journey of winning. It's like, he wasn't a millionaire when he was 20 at Long Beach State, right? But he was, he was making deposits in himself, right? Like you're, all these investments you were making in you through experience, through the grind, through just doing stuff. Like you probably, when you were skating, when you were playing in the band, I doubt you thought, I'm gonna be a personal trainer at Bally's, right?

• 21:47Randall Pich?

  No, never.

• 21:47Ed Mylett?

  Right, never, right? So it's crazy. Okay, so you're there. What, what happens from there? Like where do we go?

• 21:53Randall Pich?

  Each, so the clients that I've met, a- as I became more of like the master trainer, what they called it.

• 21:58Ed Mylett?

  Yeah.

• 21:59Randall Pich?

  I got, I didn't have to go out and prospect much. So they, they used to make me prospect, like, go find your own clients. They didn't ever fucking give it to you. You had to go close the deal yourself, walk up to strangers. I did all that.

• 22:09Ed Mylett?

  In the gym or out of the gym?

• 22:10Randall Pich?

  Both. Both. However, you can get them in the office.

• 22:13Ed Mylett?

  Okay.

• 22:13Randall Pich?

  You know, and sell them on it. So I did so good at that. I built such a, a, a great clientele. And now, when the leads actually came in that weren't for me.

• 22:23Ed Mylett?

  Yes.

• 22:23Randall Pich?

  That were high paying leads.

• 22:24Ed Mylett?

  Yes.

• 22:25Randall Pich?

  Like, these professionals that were coming that, that need help.

• 22:27Ed Mylett?

  Yep.

• 22:27Randall Pich?

  I would get fed those leads and close them on the deal.

• 22:29Ed Mylett?

  Close them.

• 22:30Randall Pich?

  You know, and in that process, these professionals, like, me being a tattooed.

• 22:36Ed Mylett?

  Yeah.

• 22:36Randall Pich?

  You know, minority type of person, it's like, okay, how the fuck do I speak to these guys without scaring them off?

• 22:41Ed Mylett?

  Forty-five-year-old white male banker guy.

• 22:43Randall Pich?

  Exactly.

• 22:43Ed Mylett?

  Or doctor, right?

• 22:44Randall Pich?

  Cause they come in and they have their fence up, you know, their, or their, the, the red wall. You gotta bring that shit down and be able to relate to, to them.

• 22:51Ed Mylett?

  Yes.

• 22:51Randall Pich?

  And see what the problem is.

• 22:52Ed Mylett?

  I'm curious, everyone's relating to this right now, right? Like, how, what would you do? How would you do that? Was it asking them questions about them, or how would you do it?

• 22:58Randall Pich?

  Asking questions and just keep kind of relating why they're here and how I can help them.

• 23:02Ed Mylett?

  Okay.

• 23:02Randall Pich?

  And that I'm not this, this dude that's just, you know, here to sell you on shit. Like, I can actually change your life.

• 23:07Ed Mylett?

  Yeah.

• 23:08Randall Pich?

  You know what I'm saying? So, once I learned that, and I'm talking to this, a, a surgeon, to a lawyer, to like a college student, you know? So I could, was able to maneuver and communicate.

• 23:18Ed Mylett?

  That's massive, bro.

• 23:19Randall Pich?

  And bring down these, these red wall barriers and connect with them on a personal level.

• 23:22Ed Mylett?

  And it was basically how you could help them, how you could connect with them?

• 23:25Randall Pich?

  Yeah, exactly.

• 23:26Ed Mylett?

  See, this is interesting. I did all this reading about you. This is the part of the story I didn't know. And it helps me piece together your success.

• 23:31Randall Pich?

  Yeah.

• 23:32Ed Mylett?

  Cause I've always felt like, I don't care what the business is, I don't care if you're in the software business, you have to be able to persuade and communicate to people.

• 23:40Randall Pich?

  Yeah, no, for sure.

• 23:40Ed Mylett?

  This is, that's interesting to me.

• 23:42Randall Pich?

  It's hard, because I, I've done a lot of interviews here and there, but, you know, you live life. There's three hundred and sixty-five days in a year. There's so much that goes on.

• 23:49Ed Mylett?

  I know.

• 23:50Randall Pich?

  Even with just like eight hours of the day that you can't even explain for, you know, a full two-hour interview, you know, so.

• 23:55Ed Mylett?

  I'm really glad, because it like, it helps me piece together you, because I just, I have this overriding belief, like, you have to learn how to connect with people.

• 24:02Randall Pich?

  Yeah.

• 24:02Ed Mylett?

  And. I've met you and I think one thing I will just tell you that I I see about you too is like. I think you have a genuineness about you like you're instantly likeable man like you're. Super humble like you don't even know how successful you are and I love that about you, bro like I just. I hope I have that a little bit like I don't think you know how amazing. What it is you've already accomplished because I think you're in the mid I think in your mind you're like still in the beginning. Which is huge. I think I'm still in the beginning too, right? Like and I'm seventeen years older than you. I still think I'm in the beginning anyway. So you're there, you're training, you've learned to communicate, you've learned to close, right? Now you got some mentors. What we're getting close to live fit, but we're not there yet, right? Okay. And also, I assume.

• 24:48Ed Mylett?

  You're probably still connected to the way you grew up a little bit too, right? So you still got buddies of yours getting in some trouble, some are successful. Some are probably getting even locked up once in a while. You probably even lose a friend here and there, right? That's killed, right? I mean, you're in this environment that's most of us that didn't grow up in it, but grew up close to it. You know, I know it's almost like you almost lived in a minor, minor war zone, a minor combat zone and you're still connected to that, right? At that time. Yeah. So what did you were those associate like were you? Pulled back into that all the time or were these new associations kind of sculpting you and shaping you at the same time as you still had you kind of your? Your homies from from where you grew up at the same time?

• 25:27Randall Pich?

  At the time, like it. There's a stereotype where like the gang activity is like heavy and they'll they'll pull you in like no, once you get to like a certain level. Yeah, and the guys that are still doing it, they respect you as like more of a friend like, okay. Yeah, what's going on, man? Let's catch up and then after that.

• 25:41Ed Mylett?

  Proud of you almost to some extent, right?

• 25:42Randall Pich?

  And then when you're done hanging out, then they'll go back, do their thing, you do your thing, you know? It's kind of like we already lived our separate ways because when people do the dirt stuff, that's when we're young, young, you know? Once you start making real money and making a living, everyone respects one another, you know?

• 25:54Ed Mylett?

  My other friends who are athletes who come from those environments too tell me that there becomes a. Transition where they're like really rooting for you and proud of you that you come from where they come from. There's some truth to that.

• 26:03Randall Pich?

  Yeah, no, I mean, I see these guys. I brought one of my my my friends as like one of the OG gang bangers head. Like Shaw caller and he came down to the warehouse and he was so proud like he was genuinely proud. Cause he has a family of his own. He's like, dude, I'm fucking, you know?

• 26:17Ed Mylett?

  I think a lot of the things too from these communities. Cause I I think Long Beach is part of your story. I think it's always going to be. I think being Cambodian is part of your story, but. I don't come from that kind of a community, but I have many friends who do, especially the athlete guys, especially, by the way, some of them from Long Beach. Long Beach Poly is like one of the great football, basketball schools in the, in the country, right? And I think that sometimes a lot of the people that grew up in those communities, at least my sense is, their, their actual family isn't intact all the time. And so there's almost a family relationship to the community, like they're all rooting for you.

• 26:50Randall Pich?

  I, I, I know exactly what you're talking about, yeah. No, I, I could relate.

• 26:55Ed Mylett?

  Yeah, I think there's a lot of people out there that is like literally proud and rooting for you all the time.

• 26:59Randall Pich?

  There's people you see every day that I used to skate with or just hang out with like on the streets, like, like they almost become family. Just because our actual family's working or doing something to put food on the table, you know?

• 27:08Ed Mylett?

  And I think that's part of the success of your brand. I think that the great brands now, and we're going to get into that in a minute. They're not just communities or cultures, they're almost like a family of people that all sort of support the same culture, the same way of thinking, the same. Thought processes. I think that's what you have, brother.

• 27:25Randall Pich?

  Hundred percent.

• 27:26Ed Mylett?

  I do, I think it's almost like a family. I don't think it's a, I think brand is like minimizes what it is, like. The people I know that wear your stuff, like they're proud of it, like a dude you grew up with, like they're, they, it's not like, hey, I, when I meet guys in the gym that wear your stuff, they're aware they're wearing it. Like once in a while people walk up to me like, hey, nice hat, I'm wearing some clover hat, I'm like, is that what I'm wearing? You know, it's nothing to me, right? But when guys wear your stuff, I'm like, hey, I'm about to interview that dude, they're like, oh, bro, like they go right into it, they know they're wearing it, they're proud they're wearing it. It's, it's like a family brand, it's like, and by the way, that's huge in business. Okay, so, let's get into it. Bally's, you end up eventually, how do you end up getting to where you have, you like start a store or something, don't you?

• 28:06Randall Pich?

  Yeah, so, um, after Bally's, uh, obviously I realized like I was making good money, but I'm like, dude, I can make a little bit more if I left and, you know, went into private trading.

• 28:16Ed Mylett?

  Private, personal training?

• 28:17Randall Pich?

  Private, personal training, yeah, so running my own business, training multiple clients at one time, running bootcamps, maximizing my, maximizing my time and money, you know? So I learned that actually looking up, uh, Bedros.

• 28:27Ed Mylett?

  Bedros, the bootcamp idea.

• 28:28Randall Pich?

  Exactly, his business model and all that stuff, so this was before he even knew who the fuck I was, you know? So I, I, I took that model and literally fucking nailed it to the T. I was in college making way more fucking money than, uh, anybody I knew around me and I was like, fuck, what am, fuck am I doing, you know?

• 28:45Ed Mylett?

  Yeah.

• 28:46Randall Pich?

  So. I mean, I just kind of was doing it for my parents at the time.

• 28:50Ed Mylett?

  Yep.

• 28:50Randall Pich?

  So I stayed stayed doing that. And then this random opportunity came up with my buddy Bruce Soth. He owned this T-shirt store in in Long Beach off of Melino Anaheim.

• 29:01Ed Mylett?

  Okay, not not a good area, by the way.

• 29:03Randall Pich?

  Yeah, not a good. It's fucked up over there. It's still fucked.

• 29:05Ed Mylett?

  Yep.

• 29:05Randall Pich?

  Um, he still owns it. It's pretty good.

• 29:08Ed Mylett?

  Yep.

• 29:08Randall Pich?

  Or he he does pretty well. But it was like a shop that offered just like five or $10 like blank T-shirts, or you'd make like custom one-off shirts, you know, that people go in and buy.

• 29:18Ed Mylett?

  Yep.

• 29:18Randall Pich?

  And they sell like

• 29:18Ed Mylett?

  So retail.

• 29:19Randall Pich?

  Dicky's. Yeah, retail store.

• 29:20Ed Mylett?

  Okay.

• 29:21Randall Pich?

  Um, and at the time, he gave me this offer to like buy into it. I was like, all right, sure. So.

• 29:27Ed Mylett?

  You're entrepreneurial then. Okay. So you buy into a T-shirt store in a pretty rough area where you grew up?

• 29:32Randall Pich?

  Yeah, because I seen the but people would just see like, oh, that's fucking rough area. I seen the money because and over there in the hood, what do people do every morning? This is a trip every morning. Uh, they would go in, our regular customers, and buy a fucking a brand new white T-shirt every morning. They don't wash it. So this is maybe something new you gotta learn. They don't wash their it's their Pro 5 T-shirts. They'll just buy a new one.

• 29:52Ed Mylett?

  Every day?

• 29:52Randall Pich?

  Every day.

• 29:53Ed Mylett?

  And throw it out?

• 29:54Randall Pich?

  Yeah.

• 29:54Ed Mylett?

  Buy it on the next day. So you'd have like regular traffic, like someone's going to a Starbucks to buy a cup of coffee. They're buying a white T-shirt from you?

• 30:00Randall Pich?

  Yep.

• 30:00Ed Mylett?

  I never knew that.

• 30:01Randall Pich?

  Yeah, it's crazy.

• 30:02Ed Mylett?

  Okay.

• 30:02Randall Pich?

  It's the weirdest shit when I tell people. I'm like, yeah, no, that's why when you see like, you know, some some like gay main views that wear a white T-shirt. They'll still have the crease just from the packet.

• 30:10Ed Mylett?

  I was gonna sound stupid. I'm like, how's this guy have such a beautiful shirt every freaking time? So that's why. It's a brand new shirt that's worn once.

• 30:16Randall Pich?

  Exactly. They'll just open it. Yeah.

• 30:18Ed Mylett?

  Okay, so that's why that location works. That's why like it's actually a pretty damn good location.

• 30:22Randall Pich?

  I was like, hey, cool.

• 30:23Ed Mylett?

  And you knew that because you grew up in it?

• 30:24Randall Pich?

  Yeah, yeah.

• 30:25Ed Mylett?

  All right.

• 30:26Randall Pich?

  Yeah.

• 30:26Ed Mylett?

  I'm learning a lot here. Okay.

• 30:28Randall Pich?

  So then with that, I got obtained the the T-shirt store with my buddy Bruce. Then I wanted to do this whole Long Beach brand as well in there. I was like, I think I could sell some cool fucking Long Beach logo stuff because Long Beach has a lot of pride. People within the city like to rock.

• 30:42Ed Mylett?

  Yep.

• 30:42Randall Pich?

  You know, Long Beach. So I started making the designs and created this um, LB clothing brand and fucking it took off in the store. People would just come in.

• 30:50Ed Mylett?

  Inside the store?

• 30:51Randall Pich?

  Inside the store, yeah. And I obviously started marketing marketing it on like Facebook and and MySpace at the time. There was no Instagram yet.

• 30:57Ed Mylett?

  So there was you were already dabbling in the social media deal, which is huge to your success now, which we'll get to. But okay, so you're now you're. Were your training clients wearing this stuff, or this was like a local brand thing?

• 31:08Randall Pich?

  Uh, into what stuff?

• 31:09Ed Mylett?

  So the, the, in your store, the shirt you were selling in your store that you created, right? Was that, was that something your, the people you trained wore, or like local dudes?

• 31:17Randall Pich?

  Just local dudes, yeah, local mom beach dudes, yeah.

• 31:19Ed Mylett?

  Okay.

• 31:19Randall Pich?

  Yeah, but then over time, when I was running my private training business, I had all this graphic design skills. I had all these other like video editing skills, photography skills. I'll, I had my training business as well.

• 31:31Ed Mylett?

  Okay.

• 31:31Randall Pich?

  I was like, okay, I'm gonna design some stuff for my clients. What can I, what's a catchy slogan?

• 31:36Ed Mylett?

  Okay.

• 31:37Randall Pich?

  It's like, alright, live it.

• 31:38Ed Mylett?

  You're kidding me?

• 31:39Randall Pich?

  Yep, so I fucking designed.

• 31:40Ed Mylett?

  Are you serious?

• 31:40Randall Pich?

  Yeah, this is how I started.

• 31:41Ed Mylett?

  Live Fit started for the people you were training?

• 31:43Randall Pich?

  Yep, mom of clients. So I had RP, uh, RP Fitness, and then my slogan was Live Fit. So I just made this collection of like a t-shirt design and a black zip-up hoodie.

• 31:55Ed Mylett?

  Yep.

• 31:55Randall Pich?

  That we still sell today.

• 31:56Ed Mylett?

  Okay.

• 31:57Randall Pich?

  That were the first, um, I guess line that was offered to my clients first. So then they started wearing it, and then I, at the time there was only, what, uh, Facebook?

• 32:07Ed Mylett?

  Yeah.

• 32:07Randall Pich?

  So I was like, alright, this is fucking cool, let me film this. You know, when we're doing like boot camps or group training, cause everyone's having fun. And everyone's wearing the same shirts, this and that. And not only did I post it, but because they were, my clients that were part of the, the community or my training business, they wanted to post it too, cause they were wearing the shirts, like they wanted to show off to their friends, like, look what I'm a part of. So it just kinda went in viral in the local community. And then it just snowballed from there, cause then people were like, okay, I'm not training with you, but I want that shirt, how do I get it?

• 32:37Ed Mylett?

  You're kidding me?

• 32:38Randall Pich?

  Yeah, so then it kinda just.

• 32:40Ed Mylett?

  When was this? What year are you talking about?

• 32:42Randall Pich?

  Probably like 2011.

• 32:43Ed Mylett?

  Okay, so you're like, all this stuff we see today that everybody does is acceptable, which is film their brand, make it fun. You did before most of everybody was doing it.

• 32:51Randall Pich?

  Way back, yeah.

• 32:51Ed Mylett?

  What made you think, how did you know to do that?

• 32:53Randall Pich?

  I don't know, I just thought the shit was cool.

• 32:54Ed Mylett?

  You thought it was cool?

• 32:55Randall Pich?

  That was cool, I was like, hey man, this shit's tight, I wanna fucking, let's film it, you know?

• 32:59Ed Mylett?

  You know that that's genius, right? Like that's, no, no, not I guess. You, I didn't know that.

• 33:05Randall Pich?

  Yeah, I was always like a marketing person.

• 33:08Ed Mylett?

  Yeah, you are.

• 33:09Randall Pich?

  Everything, if you wanted to look at my brand or whatever I'm about, I wanted to make it look, as cliched as it sounded, I wanted to make it look perfect or make it look cool, you know? So how do I do that? I think I'm gonna film this, you know, and show up, show up my, show my friends what I'm doing, you know, that I'm, you know?

• 33:22Ed Mylett?

  And it went a little bit viral through their posts and them wanting it, then people who don't train with you want a little piece.

• 33:28Randall Pich?

  Yeah.

• 33:28Ed Mylett?

  So you have that going on the sort of viral, social media, virtual world, and you have this physical store that you're selling local stuff too as well, right? So you know those pieces in your closet that you find yourself wearing like on repeat all the time? That sweater that kind of just goes with everything, or these perfect pair of pants? Those are the pieces that make getting dressed easy, and that's what Quince does best. Quince focuses on high-quality wardrobe staples with premium materials, like 100% Mongolian cashmere, organic cotton. The styles are timeless, versatile, and designed to become the dependable pieces you reach for every day. It's what I'm wearing right now. They give you the softness and quality you'd expect from a luxury brand without the price tag. Quince also makes premium pants, fitted tees and polos, and breathable activewear.

• 34:10Ed Mylett?

  Quality basics designed to work with your wardrobe and hold up to everyday wear. I love their cotton tees, I'm wearing one now, and I get a ton of compliments when I wear them on the podcast and when I speak. So find your next fall favorites at Quince, download the Quince app for app-exclusive offers, or go to quince.com/ed for free shipping on your order and 365-day returns. Now available in Canada and the UK too. That's Q U I N C E dot com slash ed. So you know I've been trying to take my health and my morning routine to the next level, and I used to do a whole bunch of different stuff, tons of different supplements, and then I found all-in-one in a drink with IM8. IM8 is the way to simplify your supplement routine, finally, once and for all.

• 34:51Ed Mylett?

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• 34:59Ed Mylett?

  You can have all these supplements for $2.61 a day. I've changed my mornings. The whole IM8 routine has changed my mornings. I feel great and I bring energy to the entire day. Go to im8health.com/Ed10 right now or click the link in the description and use code ED10 for a free welcome kit, five free travel sachets plus 10% off your order. That's code ED10 at im8health.com/Ed10. Code ED10 at im8health.com/Ed10. These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease. Tell them, um, tell them real quick, like, because I didn't know this.

• 35:42Ed Mylett?

  And you would get business spikes at the store through tragedy almost, right?

• 35:47Randall Pich?

  Oh, yes.

• 35:47Ed Mylett?

  And I want people to understand this because there's, there's this, there's all these brands that are massive that are what I, I don't know the right word for, but I'll just call it like urban driven or city driven or culturally driven brands, right? That a lot of people don't understand, whether that be even like music like Jay-Z or we were talking about Damon John earlier with FUBU, like, like, or, um, uh, what was Russell Simmons brand, Baby Fat, right? Or these other brands like, so you would have a spike in business in your store and in your shirt when what type of stuff would take place?

• 36:20Randall Pich?

  When murders would happen.

• 36:21Ed Mylett?

  When murders would happen.

• 36:22Randall Pich?

  It was just, I, like I said, there's heavy gang activity. So one of the things we did too were just one off custom shirts.

• 36:29Ed Mylett?

  Yeah.

• 36:29Randall Pich?

  And a lot of that was rest in peace or in loving memory of.

• 36:32Ed Mylett?

  Because in gang culture, if someone dies, what happens usually?

• 36:36Randall Pich?

  They retaliate or whatnot.

• 36:37Ed Mylett?

  They retaliate, but they also make some, they make, I didn't know this, there's like rest in peace shirts.

• 36:41Randall Pich?

  Yeah, they'll make rest in peace shirts just for the, the lost ones, loved ones, you know?

• 36:45Ed Mylett?

  So you would hear like there's noise, like someone was killed, there's going to be retaliation and you'd literally be thinking business is going to spike.

• 36:50Randall Pich?

  Yeah, me and, me and my buddy Bruce were like, dude, we're going to be busy in the next couple of days, man, because this person got smoked, they came in, made a bunch of shirts, but we know this other person has a green, green light on them or we're like, fuck, all right, he's about to die. And then sure enough, it sucks, but he, he dies like a week later and we'll, it's just that, you know, in that cycle of.

• 37:09Ed Mylett?

  Yes.

• 37:10Randall Pich?

  Bubble dude.

• 37:11Ed Mylett?

  That's amazing to me. And so, so you, what an unreal story by the way. So, I'm gonna carry, I don't, I don't know this, like, so you have this store, you got your, so it's interesting, you got all these things going, so you're training, you got this culture going where now live fit starting. You got the store, guys are coming and buying their shirts every single day, plus someone dies, business spikes because you're making those shirts, plus your normal brand that's local, plus the other stuff you sell. Like, do you ever get, I don't know, I always think about this, I go into, when I'm driving home from LA back here, right, or when I was even a kid, I'd go out and play baseball at Long Beach, or Long Beach State, I'd go to a game there, or I'd go to a, or even Cal State LA, you know, you drive back from there, you go get gas at a gas station, you grew up in Diamond Bar where I grew up, it's like, hey man,

• 37:55Ed Mylett?

  this is a rough gas station, this is a rough, I'm more careful, right, like I go into where you grew up. And, did you ever get robbed?

• 38:03Randall Pich?

  Uh, yeah, actually, when I was, they'll rob you, they don't care what fucking age you're at, I was, I think, thirteen, fourteen, it was on Eleventh and Temple, it's funny you ask me. I was with probably twelve, twelve of my friends, just hanging out, um, in front of my buddy's house. These two Asian guys, they're Cambodian as well, because there's, there's, there's two gangs in Long Beach that, or, uh, two Cambodian gangs, and they beef with each other too.

• 38:25Ed Mylett?

  Okay, still to this day?

• 38:27Randall Pich?

  Yeah, still to this day, um, there was this, these two gang members, they walked by and they looked at me, they're a little older and like, I was like, that's kinda weird, you know? Why the fuck did they look? And they walked to the end of the block and then they decided to walk back. I was wearing this gold Buddha necklace, I didn't know at the time, you know, my mom gave it to me and then,

• 38:40Ed Mylett?

  Your mom gave it to you?

• 38:41Randall Pich?

  Yeah, and then these two guys came up and then one of them, the second time they walked back, he took a knife out, he put it on my neck, he snatched it, and all my friends were just like, we kinda just knew, we're like, fuck, all right, fuck we do, you know?

• 38:53Ed Mylett?

  Yeah.

• 38:53Randall Pich?

  I even called my friend that was in, in that gang too, I was like, hey man, can you get my fucking necklace back? My mom's gonna fuckin' kill me, you know? She's gonna beat my ass, because that's just what, if you get jacked, they're gonna get mad at you.

• 39:03Ed Mylett?

  Yes.

• 39:04Randall Pich?

  But, then they're like, nah dude, I can't, if they're just doing that, that's just part of the work, I was like, fuck.

• 39:08Ed Mylett?

  Did you ever get it back?

• 39:09Randall Pich?

  Nah, never, then, it was funny because when I went back home, I guess, I never said anything to my mom, dude, this is weird, I never fucking talk about this shit. She never asked where the necklace was and it was. Fucking years later, I was like, hey mom, you remember what I thought? She's like, I knew you got robbed.

• 39:26Randall Pich?

  Yeah, cuz she's, I was like, how you know? She's like, she's just new. I guess I was too quiet or something, you know?

• 39:33Ed Mylett?

  Your mom, but we're gonna get to live fit now, but your mom's like a central piece of your life, huh?

• 39:37Randall Pich?

  Yeah, no, for sure.

• 39:38Ed Mylett?

  You talk about your mom a lot. Why? Like, what, what, why is that?

• 39:41Randall Pich?

  She was probably like the only person that, now, now that I realize when I'm older. She gave me everything I wanted, even though we didn't have the fucking funds for it, or the means for it. If I wanted new skate shoes, she would buy it.

• 39:53Ed Mylett?

  She'd find a way.

• 39:54Randall Pich?

  When I was young, I didn't know what the fuck housing was. I didn't know what section eight, I didn't know what food stamps was. I knew you buy this fucking food and this greenbacks, you buy other shit. That's what my mom said, you know? So, but I didn't know. I thought that was fucking part of life, right?

• 40:06Ed Mylett?

  Everybody had that.

• 40:08Randall Pich?

  And then, everything I wanted, skate shoes, uh, fucking wheels, whatever it was, I was like, mom, I'd have to fucking have it. I was that dickhead kid. Yeah, I was like, I fucking have to have this shit, dude. Not fucking not cool, whatever, you know? So she'd fucking make it happen, you know?

• 40:21Ed Mylett?

  She found a way.

• 40:22Randall Pich?

  You know, so now I realize, like, fuck dude, I would go to beat my ass if I was like, you know?

• 40:26Ed Mylett?

  What's amazing that y'all don't know is that now that Live Fit's built, one of the first things you do when you got money was, you took care of your mom.

• 40:34Randall Pich?

  Retired my mom, yeah. Now she doesn't have to work, nothing. Got in her spot, she's chilling.

• 40:38Ed Mylett?

  That makes me, that's, that's my favorite part of your whole, uh, all the wealth you're gonna make, man. All the cars you already have. You're gonna sell Live Fit for a couple hundred million someday, or whatever you're gonna do. My favorite thing about it is that the first thing you did when you made some money, you took care of your mom. And that's, everyone watching this, like, it's one of their dreams, like, wouldn't you love to take care of your mom? All the stuff you went through, being robbed as a kid. I'm pretty sure your store probably, I don't know, did your store ever get robbed or almost robbed?

• 41:03Randall Pich?

  Tried to get robbed, yeah, man.

• 41:04Ed Mylett?

  Tried to get robbed?

• 41:04Randall Pich?

  At one time, we talked about with, uh, with, on Andy's thing, man.

• 41:07Ed Mylett?

  What hap- what happened there? I don't know about that.

• 41:09Randall Pich?

  Some guy tried to buy a, a t-shirt with a fake five dollar bill, this Mexican dude. And he was just from a gang that just didn't like Asian people.

• 41:16Ed Mylett?

  Okay.

• 41:16Randall Pich?

  So I was like, fuck dude.

• 41:17Ed Mylett?

  So he comes in your store with a fake five dollar bill?

• 41:18Randall Pich?

  Fake five, tries to buy it, and I'm like, dude, I can't, I can't sell you this. He's like, why? Cuz I'm a donkey? I'm like, nah dude, cuz this is a fucking fake five dollar bill. He's, I think he was all drugged up. He was like, dude, I'm gonna come back and fucking kill all you guys, kill all the fucking nips. That's what they call us, nips. And then I was like, fuck, I knew he was serious. I'm like. Alright, man, fuck this shit.

• 41:35Ed Mylett?

  Oh my gosh.

• 41:36Randall Pich?

  So then, my buddy, we had a shotgun.

• 41:38Ed Mylett?

  In the store.

• 41:39Randall Pich?

  In the store, yeah. He had a shotgun and a Glock. But, we fucking had, we loaded the shotgun, cocked it back and just had the safety on. That's how fucking scary this shit was.

• 41:48Ed Mylett?

  My gosh.

• 41:48Randall Pich?

  And my friend Bruce was like, "If this fool comes back, just point that shit that way. You don't have to aim, just fucking point and shoot. It'll fucking blow the whole fucking window off." I was like, "Oh, fuck."

• 41:56Ed Mylett?

  Were you scared?

• 41:57Randall Pich?

  I was scared as, I was fucking about to shit my pants. But I was ready. That's the thing, I was fucking ready, dude. I was like, "Alright, this fool comes back."

• 42:03Ed Mylett?

  The whole day, you're gonna ever do this one through the door. You literally have a gun right next to you.

• 42:06Randall Pich?

  Under the keyboard.

• 42:07Ed Mylett?

  Just like, just get this, everybody. We're gonna segue now into where he is now. But like, just so you get this. And I'm not exaggerating when I say this. On some level, I am and I'm not. What's been, what's happened now is the modern day Nike. If the modern day Nike came from this. Do you understand that? Like, when you go Google him or you research him, it's the modern day Nike. It's like, it's like you're, and by the way, I think you're more viral and innovative and creative and have a more loyal following than them. So, you're talking about somebody who grew up in a band, skating. He drops out of Long Beach State, just so you know. I mean, like, pretty close to graduating. You probably could've graduated if you went like, what? Six more months or something, probably, right?

• 42:53Ed Mylett?

  He leaves Long Beach State. He's in a store where he's getting robbed with fake five dollar bills. His business would spike initially when people were killed, right? And he ends up building this modern day massive brand. So, just think about what you're capable of when this man's done this. And, there's this combination of unique things you've built. You've got this artistic, I think everyone who wins in business takes advantage of some birth blessing and then builds skills after it. So like, for you, my analysis is, you were born with a birth blessing of artistry. Of creativity, right? Like, skating's an art to me. I skated too. So, skating's an art. Playing in a band is an art. Creating these designs you've created is an art.

• 43:36Ed Mylett?

  I think at your heart, you're an artist. But that's not enough. Then you learned how to close. Then you got some mentoring. Then you learned to be an entrepreneur, which you already had that kind of desire because you come from nothing, so you want to make money, right? Like, scarcity, I want more of this.

• 43:50Randall Pich?

  Exactly.

• 43:51Ed Mylett?

  World-class mom, who sows belief into you and love all the time. Like, just loving a child. Like you were loved by your mom gives you confidence like even as I say that just so you know badass tattoo guy your face just changed. Right when I talk about how much your mom loves you right like that's this when you you the story of your life. And you're you're engaged in this beautiful woman you're gonna marry the central figure of your life till this moment is your mom. She's the one if I turn the pages of the book of your life is your mom, right? And so I love that, bro, like and your mother went from like I've read about like like literally. No food eating like anything she could find to eat, right? Like is that not true? Like? Your mother would like what would she do like to eat like?

• 44:36Randall Pich?

  I remember the story because I asked her, I remember her her mom, my grandma. During when they were at the we call the labor camps.

• 44:43Ed Mylett?

  Yes.

• 44:43Randall Pich?

  Because they only get fed one time or twice they would try to get they see a fucking lizard and she would snag it and fucking like kill it and put it in a pocket and then later distribute it to the rest of the kids. Later just so they can eat.

• 44:54Ed Mylett?

  I've I I heard that.

• 44:55Randall Pich?

  Knowing though that if they did get caught execution right away. But it's like fucking eater fucking you know it's survive every day.

• 45:04Ed Mylett?

  Isn't it amazing that your mother? That, bro, like.

• 45:08Randall Pich?

  No, it's fucking trippy dude.

• 45:10Ed Mylett?

  And her son becomes this like I just like I I owe people listens are like. If this is possible, what's possible for me or my children, right? Like or my future like. Your past, your your upbringing, your the the tragedies you go through, they don't define you like look what this man's become. Very short intermission here, folks. I'm glad you're enjoying the show so far. Don't forget to follow the show on Apple and Spotify. Links are in the show notes. Now on to our next guest. Welcome back, everybody. This person sitting across from me has been on the show before you guys all went nuts when he was on, but I gotta tell you, he's probably the person. Whose content I share the most on the planet because I think it's that good.

• 45:55Ed Mylett?

  Um, I really, really like a lot of people uh in the business space. I admire and listen to very few. And he has risen up the list for me of the people that I admire and I listen to the most because his content is so good, his message is so good because it's based in actual results and actual experience. My guest today is Alex Hermosy. Welcome back, brother.

• 46:25Alex Hormozi?

  Thank you for having me and um such a gracious introduction. I just to apologize ahead of time to the audience, there's no way I will live up to that, but I'll do my absolute hardest.

• 46:34Ed Mylett?

  He will. Fifteen minutes in, he will have exceeded it. By the way, he's got a new book out called Hundred Million Dollar Leads: How to Get Strangers to Want to Buy Your Stuff. And uh I think it's the book launch, I told you this off camera, I've heard the most about ever. He had a few people participate in it. How many did you have? Tell them.

• 46:53Alex Hormozi?

  Yeah, we had 500,000 people who uh signed up for the event. We had just under 200,000 who clicked to join live. Um, the moment we we launched, it was uh, it was wild. It was a whole city.

• 47:02Ed Mylett?

  And I said to him, I said, well, how'd you do it? He go, actually, I did the stuff in the book.

• 47:06Alex Hormozi?

  Yeah.

• 47:06Ed Mylett?

  Give us a couple specifics of what that means.

• 47:08Alex Hormozi?

  I'm gonna give a little bit more context and I'll give the the better answer. So One Hundred Million Dollar Offers, which is my first book, was an offer about making a proposition to somebody that they would say yes to. So how to make offers so good people feel stupid saying no. And the first question that you need to answer when you're entrepreneurs, what do I sell? Right? And so you make an offer, and that's why that was the first book. And so the offer book itself was what I would consider a meta book, as in it both, the goal was that I demonstrate the concept while also with the book, while also teaching about it in the book. And so the book itself, I I premiered it for a dollar ninety-nine, and it came with a course that most people would charge five thousand dollars for, and I gave that away for free and did no paid advertising whatsoever, and it continues to sell 25,000, 30,000 copies a month. This month, obviously, way more than that because

• 47:51Alex Hormozi?

  the launch and whatnot. But uh, but it does more every month than it did the month before, and it's still top 100 two years later. Now, the next book answers the next question. So once you have something to sell, then you're like, well, who do I sell it to?

• 48:02Ed Mylett?

  Yeah.

• 48:03Alex Hormozi?

  As you need leads. And so that was why the second book is Hundred Million Dollar Leads. And so leads.

• 48:08Alex Hormozi?

  I mean, a lot of different things to a lot of different people. But most people agree that they're the first thing that you need to have to get new customers.

• 48:15Alex Hormozi?

  And so the thing that creates a lead, and when I was trying to go through this book, I was like, what is a lead? And so I had a buddy of mine ask me that question, and I stumbled. I was like, you know, a lead. And he was like, no, what's a lead? And so I was like, you know, it's someone that you, you know, you get name, phone number, email address. And he's like, okay, if someone follows you on Instagram and you can message them, are they a lead? I was like, well, yeah, I guess they would be a lead. He's like, okay, well, if I subscribe to YouTube, am I a lead then? I was like, no, I guess not. It wouldn't be because I can't, I can't contact you in any way. And so we started going through all these things. If someone, if I knock on someone's door, are they a lead? Right? And so we started going through it. And so we come up with a lead is a person you can contact. Now, from there, you're like, well, there's a lot of people I can contact.

• 48:58Alex Hormozi?

  Which then gave me the conclusion that what people say they want is leads, but what they really want are engaged leads, which is a person you can contact, comma, who's shown interested in the stuff you sell.

• 49:06Ed Mylett?

  Would you call it qualified lead?

• 49:08Alex Hormozi?

  That'd be the next level. So, yeah, if you're looking on the lead continuum, you've got unengaged lead, engaged lead, a qualified lead. And then, yeah, and then you go into customer and whatnot. And so, so then the question is, how do you go from an unengaged lead to an engaged lead? And that one, that one flip, just from there to there, is the entire book. After that point where someone raises their hand and says, I'm interested in your stuff, that is where the book ends. And so I wanted to show people how to get strangers to want to buy their stuff. Not to buy it because that would be sales, but how to want to buy their stuff. And so in going through this, we made two four boxes, and this took

• 49:40Ed Mylett?

  It's awesome.

• 49:41Alex Hormozi?

  A hundred iterations to get here.

• 49:43Ed Mylett?

  I was looking at it again last night. It's awesome.

• 49:44Alex Hormozi?

  It was really hard, like as crazy as it sounds.

• 49:46Ed Mylett?

  I believe it.

• 49:47Alex Hormozi?

  I came into it with a lot of the preconceived, I was like, what about earned media? What about owned media? Like, I had all these, and I had to deconstruct everything into simply, you can talk to people one-on-one, and you can talk to people one-to-many. And there are people who know who you are before you talk to them, and there are people who don't. And those are the, those are the four variables. So if you're one-to-one to friendlies, that's a warm reach out. If you're one-to-one to strangers, it's a cold reach out. If you're one-to-many, To friends, it's when you post content. It's your audience who knows you. And if you're doing one to many to people who don't know you, it's paid ads.

• 50:17Ed Mylett?

  Gosh, that's good. Okay.

• 50:18Alex Hormozi?

  And so those are the only four ways that a person can let other people know about stuff. Anything at all. Like if a girl's like, I just slept with six guys. She's advertising what she did. She let people know about it, right? And so advertising is the process of making known. That's how we define it. And so then you're like, well, if those are the only four things that I can do to let other people know about stuff, are those the only four ways to advertise? And so the answer is kind of like yes and no. Because the other four are what I call lead getters. And so lead getters are people who let other people know on your behalf.

• 50:47Ed Mylett?

  Yes.

• 50:48Alex Hormozi?

  And so they are where you get the greatest amount of leverage in advertising. Because for example, if I were to say, okay, I'm going to hire a recruiter who brings me affiliates every month. And so I hire one person. So I do whatever amount of work it takes me to hire one person. And then I go and I sip my ties on the beach, which we know that's not true, but just for the example. Now that person works every hour of every day, bringing affiliates in. And then those affiliates, then either they do one of the core four. They reach out to their friends, they reach out to strangers, they post content, or they make ads to their audience to tell them about my stuff.

• 51:22Ed Mylett?

  Okay.

• 51:22Alex Hormozi?

  For money, free stuff, or both. That's the incentive. And so that is an example of a lead getter and how one day's work might create zillions of dollars on the backend by just having leverage, getting more for what I put in. And so there are four. The first is customers. So you do the core four.

• 51:37Ed Mylett?

  I was gonna ask you.

• 51:38Alex Hormozi?

  Yeah, you do the core four to get a customer. Now that customer can then do the core four again to get you other customers.

• 51:44Ed Mylett?

  Do you feel that there is a priority among others? In other words, when you were saying it, I'm like, customer might be the best one.

• 51:51Alex Hormozi?

  For sure. The reason I would say customer is more important isn't as much about the customer, but about what would make a customer want to refer is typically an exceptional product. And so if you have a better product, like you can incentivize any affiliate if you put enough money.

• 52:01Ed Mylett?

  Better product or better experience?

• 52:02Alex Hormozi?

  Right, exactly. So I'll quickly go through the four lead getters and then I'll explain the whole cycle in total. So you have customers, you have affiliates, which I talked about just a second ago, which looks like a customer referral, but it's a little different because it's another business who refers their customers to you. You've got agencies who can do the core four on your behalf. They can run ads, they can post content, they can do outreach all for you because there are agencies who do all those things. And then you have employees. So like I didn't, I don't make my content. I have a team of people who make content for me. And so you can see how the first four things are the only things a human can do to let other people know about stuff, to advertise. The other four are the people you get from advertising who can then do the advertising on your behalf.

• 52:43Alex Hormozi?

  And so the long-winded answer for like, how did I get 500,000 people there? Is that I purposefully took the 24 months leading up to that because once offers launched, everything was about leads. So I knew that, the audience didn't know that, but everything that I was doing was knowing that in 24 months, I was going to have my next book come out. And so I wanted to use every tactic or method in the book to advertise, to advertise the book. So that's the whole meta concept. The first one was I had to make a meta offer, like the book itself was an amazing offer, so good, people were so stupid as saying no. And then 100 billion, $100 billion leads, I wanted to get as many strangers to want to buy my stuff using warm outreach, cold outreach, posting content, running paid ads, getting customer referrals, affiliates, agencies, and employees.

• 53:28Ed Mylett?

  So the launch itself is validation of the book itself?

• 53:31Alex Hormozi?

  Yes.

• 53:32Ed Mylett?

  Keep going.

• 53:32Alex Hormozi?

  And so the thing that always grinds my gears, and I think what I've strived really hard to do with the content that I make, et cetera, is that I always want the proof to be undeniable. And so like, I started the presentation for the book launch with this little picture of a book that says, "How to Market a Book," and it has 14 reviews on Amazon. And whoever wrote this book, I hope I'm not just like destroying you, that's not my goal. I blacked out the name, I don't know who it is. But I don't need to read the book because I already have evidence that the person doesn't know how to market a book because if they knew how to market a book, they wouldn't have 14 reviews. So like, I have real world evidence that the contents of the book are irrelevant. And so I wanted to do the exact opposite of that, which is if you're going to have a book about advertising, it should be advertised better than anything.

• 54:15Alex Hormozi?

  And so that was exactly what I wanted to do, was just lean really hard on that and purposefully use only the things that I have in the book. And so, which was actually kind of fun for me. So like, when we scripted out the ads, I have an ad creation framework that I just, I just used the framework that I introduced in the book only. And with the affiliates, I had the structure that I set up in the book, I used only. Like I call it, talk of whisper tea shot, which is kind of like the method that you do to launch anything, or at least that I used to launch anything. You know, like, we used agencies when we didn't have to because I wanted to have an agency run it so I could talk about that. And then, obviously, the team did all the content. And so, we used all eight methods to promote the book, and then that is what resulted it. We had 137,000 people came from paid ads. We had 104,000 people who came from affiliates.

• 54:58Alex Hormozi?

  We had 27,000 affiliates sign up to promote the book launch. We had, we had just under, just sorry, just over 200,000 people came from content. And then we had, what am I missing? And then referrals, the rest were referrals.

• 55:12Ed Mylett?

  Do you, by the way, everyone hearing this right now, it's amazing to me. Obviously, the detail of the book and all of that is one thing. The other thing is that how many people, all the concepts you just described to them, even if they were at the book launch, is still foreign to them. Meaning, they still look at business almost like a linear transaction. In other words, they're, this is a simple analogy. Look, here's how I got wealthy. I don't play checkers in business. I'm playing chess. I've got multiple moves that I'm already making in front of the other one that set up something else. Most people are like, I just gotta get this client. And then, once I get that, I'll breathe out loud. And then, I'm gonna go through this arduous, grinding, debilitating, horrific,

• 55:54Ed Mylett?

  self-loathing process to get one more, right? The power of one more, that's what Ed Mylett says. And do you agree with that, though? Does it still blow your mind how many people still don't get progressive marketing that stacks on top of one another? Funnel's a terrible word, but there's multiple funnels happening here. Meaning, you've got the affiliate funnel. You've got the paid ad funnel, if you choose to do it that way. You've got your content or client referral funnel. But most people in their businesses, they're still, what you just did is so brilliant. It's like washing over them still, even of the half a million people that were there. You and I know this. It's they, they, they're picturing how business works fundamentally incorrectly. Would you agree with that?

• 56:38Alex Hormozi?

  I think so. And I think part of it is, I would, so I would say it's more like a, like, at least from my perspective, like an incomplete picture. So, they, they, they can usually, you can only see as far as like what's in front of you. And so, if you are barely making rent, you know what I mean? And you're barely making payroll, it's really difficult to think about brand. You know what I mean? And so, it doesn't make it less important, though. But it's just really hard. And so, you know, for, at least the prescription that I have in the book for advertising is, Pick one method. You can pick warm reach outs, you can pick cold reach outs, you can pick, you can pick making content, you can pick running paid ads, and those are all the things that you can do. And I start there because most people reading anything in business are usually the ones doing it, for the most part. And so we start with the core four that a person can do.

• 57:23Alex Hormozi?

  But of course, all four work better together.

• 57:26Ed Mylett?

  Yes.

• 57:26Alex Hormozi?

  Now, you can just do cold calls and you can, you can build a business. You can just run paid ads, you can, you can build a business. But if you do cold calls, run ads, and have content that people consume when they click your ad, they consume some content and then they complete the transaction. Or they, you do a cold call, they, they take the set call, and between the set and the close, they go to your profile, they read some stuff, they watch a video, and they're like, oh, this guy's legit. Now, if you didn't have that, the likely that you close them would be way lower. But you would attribute the failed close to bad cold calling. But you could have given the assist with brand, with content.

• 57:59Ed Mylett?

  Let me ask you a hard question. I bet, I bet no one's asked this. And if they have, cool. But I was thinking at your work, and it, like, I was going through all of it last night again. And I was thinking, okay, I want to ask them the tough stuff, like the stuff no one's going to ask them in an interview. I want two entrepreneurs pushing one another to figure this out even together, okay? So what if the sales cycle of your product is different? Does that dictate which way you should go? So let me give you an example. I'm marketing a book that's a tangible product that can be acquired instantaneously. Let's switch it, let's make it a hard one. I'm a realtor. I'm in the mortgage business, I'm in the insurance business. This sales cycle is a little bit different. It's not necessarily A to B, bam, we've got a client. Does that change your methodology? And let's walk through a real world one. I'm a realtor.

• 58:42Ed Mylett?

  What's used, what I think is maybe the hardest one to make the application fit on some cycles. Do you pick A lane, all of the lanes? And does that matter that the product isn't a consumable can of Coca-Cola or a bottle of water, but it's a transaction experience that you're going to have to go through in the sales cycle?

• 59:01Alex Hormozi?

  I don't think it would matter at all.

• 59:02Ed Mylett?

  Okay.

• 59:03Alex Hormozi?

  So if we were to, just let's fill in the, fill in the boxes if we, if we will. So like, if you're a Realtor, warm outreach is going to be you reaching out to your friends and family saying, do you know anybody who's interested in buying a house? Now ideally, you'd probably not start with that because that's what every Realtor says. So it might be something like, hey, what's your dream home? Or something like that, and then you can start talking about something more interesting. Believe me, I'm not in the real estate space, so hopefully there'd be a better hook. But that would be the idea. Cold reach outs is you're, you're just dialing numbers that are close to you or cold emailing or, you know, that is, that is cold reach out. If you're making content, you're talking about the houses that you're selling and many Realtors do that. And then you have paid ads, which also plenty of Realtors either generate buyer or seller leads that they call and then they can help them sell their house. So either they list houses and they show these, you know, six or seven carousels of cool houses and they get buyers.

• 59:46Alex Hormozi?

  Or they talk about recent sales and then, and use them as case studies for like, here's the 17 steps in the process we took. This house from, the owner thought they could sell for 500, I sold it for 575 and this was the 60 day process we ran through. If that sounds interesting, I can walk you through what I would do for your house, whatever. So that would be the core four. But a good Realtor should also have friends who are ancillary to the industry. So it might be, you know, lawn care people. It might be, I know there's regulations around loans and kickbacks and things like that, but like still cleaners, anybody who's does home services, you can still get referrals from them, which would be an affiliate. Right now, customer referrals is you sell the house and you ask them for friends. Or before you sell the house, you ask them for friends. Or sometimes they just do it on their own because they actually like you and you did a good job.

• 1:00:30Ed Mylett?

  That's right.

• 1:00:30Alex Hormozi?

  From an agency perspective, you could hire agencies to do any of those things. And then if you have more, if you're, if you're a bigger Realtor and you have a team of people, then you can use your employees to do any of those things on your behalf. And so the core four and the four lead getters work independent of whatever business you have because they are simply the only ways that one human can tell other human about stuff.

• 1:00:48Ed Mylett?

  It's a fact. So let me give you an example. I have several homes listed right now, just different things I'm doing. I'm just thinking through what you just said. One of the homes I have listed, they literally knocked on my door as a cold call.

• 1:00:57Alex Hormozi?

  Yeah.

• 1:00:58Ed Mylett?

  And the fact that they did that, they make a lot of money too. I was like, this is my lady.

• 1:01:01Alex Hormozi?

  Yeah.

• 1:01:01Ed Mylett?

  So that's one of them. The other one I have, an interior designer.

• 1:01:04Alex Hormozi?

  Yeah.

• 1:01:05Ed Mylett?

  Referred me, the Realtor that is now listing my house. That, isn't that interesting? And the third one, just literally. Had a digital footprint.

• 1:01:12Alex Hormozi?

  Hmm.

• 1:01:12Ed Mylett?

  That I saw their digital footprint.

• 1:01:14Alex Hormozi?

  Yeah.

• 1:01:14Ed Mylett?

  Went to their brand, was validated by other significant properties they had sold.

• 1:01:18Alex Hormozi?

  Yeah.

• 1:01:18Ed Mylett?

  And they're listing that property. So what he just said, I just gave you in my own life, validation of all three of those methods right there off the top that I'm currently using currently in the MLS with three people in that industry. Exactly the way that he just described, but I wanted to push you to describe it first.

• 1:01:32Alex Hormozi?

  Oh, yeah.

• 1:01:33Ed Mylett?

  That's the theory. Here's why. I think you're this way, too.

• 1:01:38Ed Mylett?

  There's validation and then I want to push the theory to the extreme, most difficult measure to see whether it passes the taken on water test.

• 1:01:44Alex Hormozi?

  Yeah.

• 1:01:45Ed Mylett?

  And that's what it does for me. Number one thing I want to ask you, someone's an entrepreneur, they're listening to this and they're not getting enough leads in general. And they're, they're literally thinking that what I'm going to do is I'm going to continue to do just posting stuff on my Instagram over and over again. And people are going to magically appear. If there's one step now I should take to change my tactic, first thing I should do aside from get the book, get the book would be what?

• 1:02:13Alex Hormozi?

  So if I needed to make money tomorrow.

• 1:02:15Ed Mylett?

  Yes.

• 1:02:16Alex Hormozi?

  And I was that guy.

• 1:02:17Ed Mylett?

  Yes.

• 1:02:17Alex Hormozi?

  It's the first of the core four in the book, which is warm outreach. And so what that means is I go through my email and I look at every single contact that I already have already in my email list. I open up my iPhone or my Android and I go down my contact list and I download that and I export it. And then I look at every one of my social media profiles. I've got 700 followers on Instagram. I've got, you know, 400 friends on Facebook. And I list out all the people into one mondo Excel sheet. That is my first leads list.

• 1:02:43Ed Mylett?

  Yep.

• 1:02:44Alex Hormozi?

  And I reach out to them and I open with something that has nothing to do with my profession. Which usually has something to do with their life. And so I take the 30 seconds before I message everyone, because you only have a fixed amount of people. And I would say, what's new in Sarah's life? Sarah just had a kid. Sarah just moved. Sarah just had a baby. Sarah just competed in Tough Mudder, whatever. And then that would be my opener. And then, then it's house things, right? And then, once you have house things, then you transition, you can, you can move the conversation into whatever direction you want. If I'm selling fitness, I would say, oh, well, how do you have time to, you know, cook, cook food and get in shape? If, if it was, uh, you know, I was career coaching, I'd be like, how are you making time for work and your career goals?

• 1:03:26Alex Hormozi?

  If I was talking about, if I was selling therapy, I would say like, how's your mental state with like crushing all these goals, but like, are you taking time for yourself? Like I could, you know, I mean, like I could sell anything from once I just know, once I have their attention and we use something that I call the ACA framework, which. We learn from the gym world, but it works with anything. It's really just how to talk to a human being, but it's acknowledge whatever they said, compliment them on a legitimate compliment, and then ask the next question. There's a lot of people just don't know how to have a conversation. And so whenever someone says, you know, I did the tough mutter, I would say, it's so cool that you did the tough mutter, compliment, which would then say something like, that's, that's so tough of you. It's so cool that you take that time

• 1:04:08Alex Hormozi?

  to, to push yourself. You must be that type of person. I would label them with something that I want to use later in the sale. And then, so, and then the ask is, let me move the conversation forward, right? And so that is, I then have my big list of every single contact that I have, and I start with the open hook that's personalized to them, and then I move them through ACA, and then I set them up for a 10-minute qualification call of some sort, just to make sure that they like whatever it is, and then I would set it up for a real conversation. So, and if you're curious, what does that 10-minute call look like? Yes. It's, so I use something called the closer framework. It's not that this is the perfect way to sell. It's just, it's a, it's a simple acronym that I use to organize sales scripts. And so, C is clarify where they're there, right? Because they got on the phone for a reason, or they decided to respond back to you for a reason. And so

• 1:04:52Alex Hormozi?

  it's the first obstacle that comes up in any sale is someone says, I just wanted more information. Well, no, they didn't. They got there because they have a problem. Like, you're not just hopping on phone calls for information all day. Of course you're not. Right? Like, you can make that joke if you want to. Really good. Right. And it's like, well, what, because then you just clarify, like, what problem do you want to solve? Like, six months from now, what do you want to have happen? And then, then the person's like, well, I, you know, I can't fit in my jeans anymore. And you're like, right, boom. I've clarified where they're there. Then you restate it with L, label them with a problem. So to be clear, you're not the weight you want to be. You're currently how much? 200 pounds? What would you like to be? My high school weight. What's that? 130. Got it. Gap. Okay, cool. So then we go C, L. Now we go to O. So this is the closer framework. O is overview their past experiences. This is, I call it

• 1:05:34Alex Hormozi?

  the pain cycle. So you say, what have you tried so far? How did that work for you? What did you like? What did you not like? Whenever they say the things that they like, you mental note of that, so that when you present your solution, you're going to talk about and tie the things that they liked about it. It's part of their buying map. Uh huh. And then the pain part is where they're like, oh, this was terrible. It's too hard to follow. They didn't pay attention to me. No one followed up, blah, blah, blah. And so then it's like, well, what else have you tried? And so we just keep doing until we've exhausted all the pain. And whenever you bring up past experiences, it always aggravates and increases in importance. So like in the political world, whatever the news cycle is on, people will say is the most important issue of the election. And it's really just whatever the media chooses to, whatever piano key they want to play on everyone's emotions that month. But it works the same way on a micro level on a sale.

• 1:06:17Alex Hormozi?

  So whatever you're talking about in the pain cycle is going to be the thing that they now think is more important. Even my health is more important. Maybe my, the cleanliness of my house is more, maybe I do need insurance, like whatever it is, right? And so in a set call, we stop there. So you basically go clarify, label, overview the past experiences. They're in the middle of pain and you're like, I think I can totally help you. I don't have time right now. Let's put a much longer, because this is like a cold, like basically it's a set call. Now, if someone has, if you're, if you're selling a smaller ticket thing, then you can go cradle to grave, right? You can go to clear to close if you want to, but if you're selling an insurance product, you're trying to buy, you know, get them to do a house or do a longer sale, then cool, then let me put some stuff together for you so I can give you a much more informed answer, but I think we can really help you.

• 1:06:55Ed Mylett?

  Can I ask you a question before you do that? Do you get any commitment from them? Like if there's, if I can end up helping you, are you open to me solving the solution for you? Or do you not get any close at that point?

• 1:07:03Alex Hormozi?

  Yeah, we call it the integrity tie down. So yeah, we, um, yes, we have, uh, we have this big checklist that we call the lead nurture checklist. But it's like 17 things that we, that we do, whatever, like we take on a portfolio company. We always look at their show rates on appointments and we can usually take all show rates, even in the coldest prospects to 85%. But it's, it's like, everyone's like, what's the, there isn't one thing. You have to do like 17 things that each bump you by five to seven percent.

• 1:07:26Ed Mylett?

  But I like it. So you're going to end the conversation there with some probably minor commitment. Close it. If you can solve the problem, they're going to move forward when you get back together.

• 1:07:33Alex Hormozi?

  A hundred percent. And so then when you go to the second call, we still go through CLO again and you'd be like, again? You're like, sure will. And you just dive a little bit deeper into all of them. And then you go SER. So S is sell the vacation. And I use this acronym, uh, this moniker because I say you want to sell the vacation off the plane flight. And so a lot of people, when they, when they want to sell stuff, they talk about the widgets, right? They talk about TSA. They talk about checking their bag and taking their shoes off and who they're going to. Sit next to them on the plane and the seat and how long the flight's gonna be and the modules and the services and whatever. But people just want Maui. Yes. And so you should be describing the beach and the ocean and what they're gonna experience the moment they get into the hotel room. Right? And they can open up the curtains and they look out the window like that's what we should be describing, not how they're gonna get there.

• 1:08:15Alex Hormozi?

  So you sell the vacation and then ER is explaining with their concerns. So, once you sell the vacation, that's when you make the ask. And then E and R is, okay, if they don't say yes immediately, totally reasonable, most people don't, expect no. Yep. Train for no, because that's where you make the money.

• 1:08:32Alex Hormozi?

  And then we explain with their concerns. And so, you know, for us, I train on three major obstacles, which is they correspond to the distortions of reality from Dr. Albert Ellis. And so you've got people who are upset at the universe, so circumstances. You, that's on the outermost layer. And then the next level underneath, and this is like an onion. So if someone says no, and they say time, money, this isn't the perfect fit for me, all of those are circumstantial. And that's the easiest thing to say, and that's the first thing people say when they say no. The second level underneath that is other people. So first people are upset and distorted about the universe. Everything's unfair, nothing goes my way. The next level is because of insert person, blame finger goes out.

• 1:09:16Alex Hormozi?

  My kids, my husband, my coworkers, my mom, whatever it is, won't let me do this thing. And so they put all the power in the other person. And so we have to break that apart and get somebody who's in power who can actually make a decision. And usually, I am a big believer in sales being an actual empowerment conversation. Because if you're talking to an empowered decision maker who's informed, that's the only person you want to talk to. And I believe a well-structured sales conversation can increase the number of people who are that person. Agreed. And so, the final layer, the deepest one, is themselves, right? And so they have their own fears that they have to overcome and doubts about what's going to happen.

• 1:09:57Alex Hormozi?

  And so we work through those layers until we eventually have a person who has now made a decision. And so, when we can do that, I'm a big believer in like, try and get yes and no, not to be, not to be like, hard closing, but just so that if someone doesn't give a decision, then we want to walk them through how they make decisions. So that they can make a decision about your product. And so, as we're going through, so that's, that was basically just like, the explaining away concerns. And then finally, R is that the person says yes, and you reinforce the decision. And so, a certain percentage of sales, especially in high, high-volume transactional sales organizations, people back out. They get cold feet, et cetera. And so, what we try and do is the moment someone closes, we want the next 24 hours to be unbelievably choreographed.

• 1:10:39Alex Hormozi?

  And so, like, and we're talking immediate. So, the moment they sign, or the moment the credit card goes through, they get a text from the onboarding person, or we do a warm handoff, like, hey, this is Shirley, Shirley's gonna be taken from here, like I said earlier. And so, what we want to always do is set expectations, meet expectations, set expectations, meet expectations. And I have changed my tune about this. I used to always say, over-deliver. But I've, I've come to the point now where I genuinely believe that if you just keep your word, they will trust you more. And ideally, and this is a little hack for everyone, if you're any, any type of services business, let's say you're an agency that does SEO, whatever, and it takes you 14 days to on-ramp somebody. Rather than saying, we're gonna touch in every week, right, which would be fine, and that's what most people do.

• 1:11:22Alex Hormozi?

  In that week, you probably do like, 25 things, right, but you're gonna have one meeting. If you want to be really clever, every day, send an email that says, hey, no need for reply, just want to let you know, we did these three things. We'll recap at the end of the week, but I just want to let you know where we're at. If you send progress reports every day, what happens is you create multiple reinforcement cycles. And so, you're setting and completing, setting and completing. And so, at day seven, when normally, your competitor has only talked to them, this is the first time they talked to them since the sale, you had a warm handoff, and they've received communication from you every single day. So, this is like, the eighth touch point for them. And now, their trust in you is so much higher, which then translates to way lower backouts, way higher ascensions into whatever your next revenue thing is, or the next product, or expansion revenue.

• 1:12:07Alex Hormozi?

  And more referrals and testimonials. And so we try and choreograph that process and that's the R. And so close your framework, clarify where they're there, label them with a problem that you can solve. Overview their past experiences, the pain cycle, sell the vacation, not the plane flight. Explaining where their concerns and then reinforce the decision.

• 1:12:24Ed Mylett?

  Okay, a lot to unpack there.

• 1:12:26Alex Hormozi?

  Yes.

• 1:12:26Ed Mylett?

  Okay, so hang on. First off, this is one of those notes, a segment on the show. Rewind it and go listen to it again. Go rewind seven minutes back or whatever that was and listen to it again because there's genius in there. I just want to unpack a couple of the things. Most of you make the mistake in whatever it is that you're doing, even doing it with your kids. You're, you are selling the plane flight, you're selling the process, you're selling the steps.

• 1:12:45Alex Hormozi?

  Yeah.

• 1:12:45Ed Mylett?

  As opposed to the beach, that's a biggie. Number two, this, this notion of the 24 hours post. I cannot get over how many people think the sale just got closed, I'm done. I cannot get over it. Number one, you're probably going to lose the sale. Number two, you're definitely diminishing the amount of leads you're going to generate from it. I just did a very significant transaction with somebody. I had a very laid out process in my company. It's a very major exit type decision for somebody, okay? I told my team, the second we hang up this phone, he is going to begin to doubt this decision. If he's an airplane, he's freaking losing altitude. We need to be doing X, Y, and Z, but it's already a predetermined process. I was just taking them back through reminding them why.

• 1:13:28Ed Mylett?

  Some of the businesses you have, it is just a 24 hour process. Some of you, to your other point, it's a week or eight or 10 days and whatever it might be. Sure enough, what was supposed to happen the next morning, didn't. By midday, we were behind. Then he messages us with a question.

• 1:13:46Alex Hormozi?

  Right.

• 1:13:46Ed Mylett?

  Which we replied to. Then he messaged with another one. When the second question came in, I messaged the entire team. This deal's over.

• 1:13:54Alex Hormozi?

  Yeah.

• 1:13:55Ed Mylett?

  We're losing this deal. No, no, no, we can get it back. We've lost the deal. He has switched, he's got downward momentum.

• 1:14:00Alex Hormozi?

  Yeah.

• 1:14:01Ed Mylett?

  And it's our fault.

• 1:14:02Alex Hormozi?

  Yeah.

• 1:14:02Ed Mylett?

  Sure enough, massive, like close to nine figure mistake. That was a process that was involved. Some of you are making a $800 mistake when this happens. Let me ask you a hard question because this is something I've done in my career. It's not process driven, but it's important. You went through this process. Sometimes I think that somewhere in that flow, tell me if intuition works or you just stick to the process. Somewhere in that flow before you get to close.

• 1:14:28Ed Mylett?

  I've had the intuition, this person's ready right now. I can go to this step. That's not necessarily something that's able to teach on scale. Do you know what I'm saying?

• 1:14:37Alex Hormozi?

  Yeah.

• 1:14:37Ed Mylett?

  But I've also watched a lot of people go, you have them here, and now you're beginning to layer objections in it, and it's taking longer than their tolerance level is. I see a lot of people, especially the longer they're in sales. They unsell them. They give them more. Let me tell you one more thing. One other thing you should know. One other thing. By the way, my checklist says step four is I then do this. Do you, because scaling this isn't as easy as... But I also know the real world. Should someone still have sensory acuity when they're in the process and go, "We're ready now"?

• 1:15:06Alex Hormozi?

  So, the way that we train sales is that, one, we start... You might love this.

• 1:15:10Ed Mylett?

  Okay.

• 1:15:11Alex Hormozi?

  So, we try to think back to front, which is if someone... A lot of people train rapport building first. They train the script top to bottom. But if someone knows how to do the first half of the script, and they don't know the second half of the script, the likelihood that they can close is zero.

• 1:15:22Ed Mylett?

  Yes.

• 1:15:23Alex Hormozi?

  If you train people from the back of the script to the front of the script, if someone doesn't have rapport and they don't know the opening questions, but they know how to close, the likelihood they could close is greater than zero.

• 1:15:29Ed Mylett?

  Hundred percent.

• 1:15:30Alex Hormozi?

  And so...

• 1:15:30Ed Mylett?

  Hundred percent.

• 1:15:32Alex Hormozi?

  And so, for us, my belief from a selling perspective is that if you follow the closer, right? Clarify where they're there. All we're doing is asking questions. Labeling them is just asking for agreement on one statement that they have the problem. Overviewing past experience is just questions. We haven't said anything else. We're just asking questions. And then the only time you actually make a statement is when you sell the vacation. And then after that, you ask. And so, for us, we... The "E" only comes out after they've said no. And so, we...

• 1:15:58Ed Mylett?

  Got it.

• 1:15:59Alex Hormozi?

  We explain it through obstacles and objections. And so, objections, as I see them, come up after the ask. Obstacles come up before the ask. And so, if someone says, "I'm just here for more information", that's an obstacle. So, we want to... We handle that upfront. If, you know, like, upfront again, it's like, "Is there any other decision makers that need to be on the call"? And we ask for that in the nurture process before we're on the call. And we'll reaffirm that at the beginning, because if they say no, or, "Yes, I do need someone", then like, "Cool, let's just reschedule. There's no point in going through this." Objections happen, which is universe, like, time, money, fit, "I need the other decision maker", or, "I don't know how to make a decision", which is the personal thing, the doubt part. And so, then we walk them through making the decision-making process. But each one of those, we always loop back. So, they give us the thing, we overcome it, and we say, "Great. So, now you're ready"?

• 1:16:44Alex Hormozi?

  Or, "Makes sense. Fair enough. Let's ready to move forward. Do you have your ID on you?", whatever the closing question is. And so, that way... As soon as someone says yes, that is when we stop selling. So that's the big, to your point of unselling is because people then get like really excited. It's like, dude, take a credit card. Exactly. As soon as they say yes, great, what card do you want to use?

• 1:17:05Ed Mylett?

  That was a great conversation. And if you want to hear the full interview, be sure to follow the Ed Mylett Show on Apple and Spotify. Links are in the show notes. Here's an excerpt I did with our next guest. All right, welcome back to the show, everybody. So I'm so excited about today because you're going to learn from somebody who is currently in the hunt, doing something great in business in their life. And, you know, I've been asked a lot lately, you know, why is it that I don't always just have celebrities on the show? Because we've had lots of celebrities on in the past. And one of the reasons, that's just for other shows, to be honest with you. I want to put out podcasts every week that can impact and change your life. And oftentimes I feel like when I have someone super well-known, it's just sort of platitudes and general statements. That's not always, you can look at Matthew McConaughey episode we did and others, they're just incredible.

• 1:17:50Ed Mylett?

  But I want people that can change your life that are doing it right now. And this man fits the bill big time. So my guest today is Ryan Bartlett. He's the CEO and founder of True Classic. It's a men's apparel line. Listen to this, guys. He scaled his company in three years to over $150 million in revenue. And is in the hunt of building a billion dollar brand and a billion dollar company. He does it every day, including today. And so I want you to be able to have me pick his brain for you about business and life, balance, all these other things that he's clearly mastering right now in his life. So Ryan, welcome to the show, brother.

• 1:18:25Speaker 06

  Thank you so much for having me, Ed.

• 1:18:26Ed Mylett?

  Customer service is like 90s. Everything today is about, and you call it the customer experience, right? What, what is the customer experience and why does that matter so much in today's world?

• 1:18:41Speaker 06

  It's something I'm obsessed with and probably a little too obsessed with. But I will tell you that when I started this thing, I was definitely on the same page with my co-founder Nick, that we were going to be Ritz Carlton. And we were going to create such unbelievable moments for people that they were going to tell those stories forever. And so like, we would be talking to a lady. We would hear a baby in the background and we would send them some sort of baby gift along with their refund. And so there's just like, there's so many nuanced moments that I can think about. I've sent a guy a Tom Brady jersey because I found out he, he, he lived out there and he was a huge Tom Brady fan and he was having a bad experience with us. So like, those are the kind of things where if you go above and beyond for people, they're just always going to remember you, right?

• 1:19:25Speaker 06

  They may not even end up buying your product, but someday they'll tell a story when they see that advertisement and they'll tell somebody in the room. That guy sent me something one time and it just really made my day. And I think a lot of that is lost today. I think people are trying to really automate customer service as good as they can with AI. And they're trying to create all these chatbots. And I just think having a human be able to make an impact on your life in a moment where you're frustrated and you really need someone to show up, that is really the time to do that. And I think people ultimately just don't want to deal with customer service. I see it as an unbelievable opportunity to show up in that moment when they need you most and over index for them.

• 1:20:07Speaker 06

  So that they can just become a fan for life of the brand and really say, you know what? This is definitely lost in this era and this one company did show up for me that one time. So that when they consider us in the future, that's just something that's ingrained in their memory about us. And I, and that's the feeling I want them to take away, which is just like I said, look good, feel good. It's feel good on the ads, it's feel good on the product, it's feel good in customer service, you name it. There is a feel good component to every part of this business. And that's why it operates at a 10 in every facet and how you're able to grow so fast like we have.

• 1:20:41Ed Mylett?

  Funny, this is so good. My, my kids are going to watch this today for a business course. I'm telling you. You guys, I think Ryan, the reason that customer experience isn't something most, ask yourself if you're listening, by the way. One to 10, how is your customer experience based on what he just described? Because I think it's a separator because you really almost can't teach it. Like you can go to any business course, you go to any seminar, but you actually have to think through customer experience. It has to be part of your culture, like you have to bleed it and it is the separator. And the other cool thing about it is nowadays, it's the advantage to the small business over the big business. Cause you're more nimble, you can have more listening skills, you can move faster, you can create culture easier.

• 1:21:24Ed Mylett?

  Small businesses have huge advantages if they take advantage of them over big ones. Now, one of the advantages they don't have, though, and this is why I want to ask you because you've done this, you've scaled really big, really quickly. I mean, that's electric, like meteoric growth that you've had. What's been the hardest part of scaling so big, so quick? And can you scale too big and too quick and harm your company when you do it?

• 1:21:53Speaker 06

  Absolutely. So we're up to about 600 million now. We did 200 million last year. We're in year five. We just got valued at 950 million. So to get to a billion in five years in terms of just enterprise value is pretty mind blowing and it still feels pretty surreal, to be honest with you.

• 1:22:12Ed Mylett?

  Okay, so I completely undersold you at 150. We're

• 1:22:15Speaker 06

  It's all good.

• 1:22:16Ed Mylett?

  Nine times that. Thank you for fixing. By the way, it's more impressive. Keep going.

• 1:22:21Speaker 06

  Yeah, so absolutely you can. I mean, there's, this could be just an hour in itself. I mean, we've made every mistake under the sun. I would say that we always have to burn every department all the way down before we figured out how to rebuild it back up. So I would say most of the challenges we've had in the early days were overbetting on inventory, which is like the classic mistake of every e-commerce company where they just overbet and now they have all these receipts coming in that they can't fulfill because the sales aren't there. And so like in year two, I made a $40 million inventory bet because I just, I was like, hey, we're going to the moon, guys, and we're, and we're just going to keep going. So that was right after we had hit 100 million in year two. So we did 15 million the first

• 1:23:02Speaker 06

  year and 90 the second year. So right after the second year, I was feeling really confident and I was like, look, guys, and I'm sitting around the table with our executives and I'm just like, let's just make a bet. What do you guys think? And this is the, so after music, by the way, just going back, I, after I kind of gave up on music, I got into poker and that took over my life for a good amount of years and I became a, I guess what you would call a pro is really just not having a job and trying to gamble. But that really built my risk tolerance and it showed me that what it feels like to lose and just getting numb to that losing feeling, which in hindsight was a huge advantage in entrepreneurship because As you know, you have to go from kind of failure to failure without with no loss of enthusiasm,

• 1:23:45Speaker 06

  which is one of my favorite quotes. I think that really sums up entrepreneurship. So what I did was after, you know, doing poker for a while and also failing at that, it definitely built up my risk tolerance. And one of my other co-founders was also a poker pro at one point, which does not help us, by the way, in business. It just, it really, you know, we had no fear. For better or worse, we had no fear. But ultimately, even though we made that $40 million bet, I think what we were telling ourselves was even if this doesn't go well, like, let's just play out the worst case scenario. Even if it doesn't go well, what's going to happen? We're going to have to go back and renegotiate with our manufacturers, right? Like, we're going to have to hold some safety stock. We're going to have to pay some interest. Whatever it is, we just believed in our ability to negotiate with these people

• 1:24:30Speaker 06

  and level with them on a really human, human to human basis and say, look, you see us going to the moon. Do you want the business or not? I know we overbought this time, but stick with us and you'll be our preferred vendors in the future. So that was kind of our pitch to them and it worked out. All the people that stuck with us in those early years when we overbet and couldn't pay our bills on time, ended up eating it for a short term for the greater good later because they just knew that we were going to figure out a way. Plus, it was like inventory that it wasn't like I was, you know, holding yellows and oranges. This was like sellable inventory. So they all like could see that. They're like, okay, this is core product. They're going to get through it. But I would say that is a very easy way to sink the business.

• 1:25:10Speaker 06

  And that has been the hardest part. It's called demand planning in our business and we still don't even have it perfect. And we're in year five. It's still a nightmare. We run out of stuff all the time. And then I would say outside of that, now in year five, what I'm dealing with, in terms of, you know, what are the biggest problems I have? It always goes back to people, you know, and I love people to a fault. And I'm overly empathetic, which is why I win in business because it really works for the customer. But where it doesn't really work in business is employees. And I have had to learn to put the business first in a lot of situations. And when you move as fast as we do and you're a startup and you're scaling fast.

• 1:25:53Speaker 06

  One of the problems with people is that when you hire a person for a role, they quickly, the business outgrows them very quickly. And when we were at a hundred million, that CFO is a different level than at 500 million. Right? And now we're looking back and we're going, well, where do we put this guy? Like we, we, there's no other spot for him to go. And a lot of times we will find a spot, like if it's wrong person, wrong seat here today. We will try to shuffle them around and make it work ultimately. Because if they're here, they're here for the right reasons, which is they have the right DNA. They're gritty, they hold all our core values. But um, you know, we really try to now look and say, you know, I got a guy who works for Kitch. Maybe you can go over there. Let me just ask him if he's looking for a CFO.

• 1:26:38Speaker 06

  Because he's doing, you know, X amount of revenue and you're perfect for that bracket. And so it's really tough though, because you have to have insanely hard conversations with people. And people are going through their own stuff too. You know what I mean? Like a lot of times it's not even about work. I mean, ultimately the someone that doesn't work out here, it's for one of two reasons. I always tell our employees, because a lot of employees will come to me and they'll go, why didn't it work out with so and so? And I'll have to have these hard conversations. But what I always say is like, it's two things. It's either wrong person, wrong seat. And they're just really not qualified for that job because the business needs them to really move at an absolute 10 to make it work. We don't have the luxury of having 20 people for one job. And they can just kind of chill and let things go. Like this isn't that environment.

• 1:27:23Speaker 06

  Like if you're here at True Classic, you are building legacy. You're working with an insane startup and you better be providing real value for the business. So if you can't live in that world, we're just not a good fit. But people know that by now. They've seen enough podcasts or they've listened to us and they know how we roll. So it's not a big surprise anymore. But it's been really tough to watch all the OGs of True Classic kind of make their way out of the business. Because you start with one group and you end with a company. Completely different one.

• 1:27:51Ed Mylett?

  Wow.

• 1:27:52Speaker 06

  And but it's for the better. I mean, I look back now and all these people are thriving in different departments. So when I let people go or I have to let people go for the sake of the business, I always tell them, "Look, I'm gonna help you. I'm gonna be an amazing referral. This is not, this doesn't have to be a negative." You know, there's always severance, obviously. Like you can help people land softly.

• 1:28:11Ed Mylett?

  Yeah.

• 1:28:11Speaker 06

  It's not just like, "Let me cut the cord and never see you again." It's like, "No, I'm gonna see you again, and I can promise you, when you go start interviewing, they're all gonna be pinging me about you and saying, "Hey, how did this person work out?" And I'm gonna give a great review because I just know that you're a great person, you work hard, you're gritty, and you provide value. So I'm gonna show up for you there. But that's, those two things take up all the, you know, what's the hardest part of the business in my brain? It's just, it's those two components are always the toughest.

• 1:28:41Ed Mylett?

  Before we start the interview with my next guest, just want to remind you all that you can subscribe to the show on YouTube or follow the show on Apple or Spotify. We have all the links in our show notes. You'll never miss an episode that way. Now on with the show. All right, welcome back to the show, everybody. I have been looking forward to this interview for a few weeks. Mutual friends of ours that turned me on to Alex said, "You need to get with this young man and get him on your show." And then when I dove into his content and his work, I was blown away. He is brilliant. I don't say that very often when I introduce people. I think he's probably got one of the highest IQs of anybody I've ever had on the show, and his content as it relates to personal success and particularly entrepreneurship is very unique, very special, very detailed.

• 1:29:24Ed Mylett?

  And I wish we had three hours today like other podcasts have because we could, we could use that entire three hours and still have a bunch of time and stuff left over. So he is the host of The Game with Alex Ramosi on all these different platforms. He's a serial entrepreneur. By the way, he's built brick and mortar businesses, virtual businesses. He's written incredible books. He's got another one coming out. So Alex Ramosi, welcome to the show.

• 1:29:44Alex Hormozi?

  Thank you so much for the introduction. I will do my very best to live up to it.

• 1:29:47Ed Mylett?

  You better live up to it.

• 1:29:50Ed Mylett?

  One of the things you've been pretty good at doing, though, is using leverage. And leverage to most people typically means borrowing money from other people. But you define leverage freaking brilliantly. So talk a little bit about what real leverage is and the way you define it.

• 1:30:04Alex Hormozi?

  So leverage is the difference between the inputs and outputs in a system. It's the discrepancy between what you put in and what you get out. So if I have a lot of leverage, then it means if I put a little bit in, I get a lot out. If I have low leverage, I have to put a lot in to get a little bit out. If I'm working at a Froyo shop, I have to put a lot of time in to get a very little amount of money. So I have very low leverage. If I, if I do put a deal together, right? And I make a couple of phone calls and then that deal yields me $10 million from connecting parties and then maybe underwriting something. All of a sudden, that's a lot of leverage. So I put a very little bit amount of time in, I get a lot of money. And so the idea of using more leverage is looking at what my inputs and my outputs are

• 1:30:47Alex Hormozi?

  and figuring out how I can create bigger and bigger discrepancies between those.

• 1:30:50Ed Mylett?

  Are there different types of leverage other than just money?

• 1:30:53Alex Hormozi?

  Yes.

• 1:30:54Ed Mylett?

  Which, which are?

• 1:30:55Alex Hormozi?

  So anything that increases your output.

• 1:30:59Ed Mylett?

  Okay.

• 1:30:59Alex Hormozi?

  Without per unit of effort is leverage. And so that can happen in the physical space. So like a literal lever is increases your leverage. If I take this, we take this podcast and you put it on YouTube, that was leverage because we put the same input in, but then we get more output. If I have a cold calling system and I'm able to now dial 10 phone numbers per minute because I have a dialer that's doing outbound, I have more leverage per unit time. If I take a form of media and then I transcribe it and then I also make an audio version, that is leverage. So all of those are different versions of just getting more out for what you put in.

• 1:31:38Ed Mylett?

  Hard question. So I, let's, let's, let's dig deep. I'm an entrepreneur and I'm listening to this. Doesn't matter. I could even be self-employed. I sell life insurance. I'm a mortgage broker. I'm in real estate. I've got. Got a cannabis business. I got six people working for me. And I now kind of get from listening to this dude and listening to Ed regularly, like this idea of leverage is what successful and wealthy people do. Right? They do it better than other people. This is a really big deal, everybody listening to this right now. They do this better than you. They understand the concept of this better than you. And to the extent that you can understand it and most importantly, apply it is where you make a shift. So it's a hard question because you've answered it, but I want to push you harder on this. If I have any type of business right now and I've evaluated the concept that you've described here, how do I apply it?

• 1:32:22Ed Mylett?

  What do I look at in terms of buttons I could push to get more leverage?

• 1:32:26Alex Hormozi?

  Yeah. So Naval Ravikant does a really good job of defining his four types of leverage. Now, within those, I described a lot of different leverage around one, which is media. Right? But you have leverage around labor, which is you buy other people's time. So that is a first version of leverage. So is there something that I'm currently doing that I can pay someone else to do to gain time back? And then use the excess time I have to make up the difference? So if I can pay someone $10 an hour and I know that I can make $50 an hour on the phone selling, then I can pay somebody to do any of my tasks for $10 and then I make up the time selling.

• 1:32:55Ed Mylett?

  Stay on that. Brilliant. We're going to go to the other thing. Just stay on that. This is something I struggled with young. I don't know if you did. When I was young, I didn't have a lot of capital. I used to think, no, I'll just, I will do these things because I can't afford the expenditure right now. Were you ever that way when you were young in business?

• 1:33:10Alex Hormozi?

  Totally.

• 1:33:11Ed Mylett?

  I just held on.

• 1:33:12Alex Hormozi?

  A hundred percent.

• 1:33:12Ed Mylett?

  Cause I'm like, I, I had the scarcity idea that this may be the $2,000 a month that keeps me in business. Yet it was the very thing that kept me in the small business I had.

• 1:33:22Alex Hormozi?

  I think there, I mean, you gotta work double time. I have, there's no real sexy answer that I have for that, which is just like, you have to work the normal amount you would to make your money. And then you have to make enough, and then you work again to make someone else's money. And that's in the beginning. So it's like, I'm making my job and I'm making someone else's job so that I can buy that time that I used to work to pay someone else. To then make more money in that period of time.

• 1:33:40Ed Mylett?

  Really good.

• 1:33:41Alex Hormozi?

  And the big thing that I think a lot of guys, because I, on the flip side of the entrepreneur space, the influencer, whatever space, people are always talking about buying your time back, but then they don't talk about what you do with the time you bought back. So if you just buy your time back and don't do anything, you're going to make less money. Just want to be clear. But, um, because I had an entrepreneur who was talking, he was like, I bought all my time. Back he's like, but I'm really not making I was like, you're not doing anything like you still need to work. You just got to now work on higher leverage opportunities, more dollars per time. So in that it that input is my time. My output is my money. So it's a higher leverage thing of my time.

• 1:34:09Ed Mylett?

  What are the other three?

• 1:34:10Alex Hormozi?

  So you got labor, which is the, which is the most operationally complex and heavy of the, of the types of leverage. The next one is capital. If you can raise money, leverage other people, that's the one that, you know, the mortgage brokers that are they're more familiar with real estate guys. Because if I don't have to put any money up and I can buy something and then I can sell it for more money, then I get to make the the difference between those two things. And I used it on some, on basically someone else took the time to earn the money and then they just gave me that time. If you think of money as a, as a tradable unit of time that I got to borrow and then make the difference on something. The third one, and I think three and four kind of go hand in hand. But it's you've got software, sure, code and then media.

• 1:34:51Alex Hormozi?

  So code is just, you know, you write code and it, it takes you one time investment to get the thing to do something. And then every additional time, so the input was the time I took to build once. And then every additional person who uses the software and gets a benefit from it, I get almost no incremental cost. And so that's leverage. And then with the, the media side, we, you know, said it earlier, if it takes the amount of time for us to make this one podcast. If one person listens to this or a million people listen to this, it's the same amount of effort.

• 1:35:16Ed Mylett?

  Yeah. I told you guys when I introduced them that this would be stuff you've not heard before. So, and it is. There's another type of leverage and I really related to this. I'm, I'm 20 years further down the road than you on some of these things, but I very much relate to some of the things you talk about. Obviously you have this relationship with your dad. Maybe we'll go there, but that you were, you know, just trying to prove him wrong all the time. But you said something in one of your quotes, you said, I found out later that I was constantly trying to prove a fictitious person wrong. Meaning the type of leverage that I got on myself when I was young, I'm going to prove them wrong. I'm going to prove them wrong. And it was like this. I mean, I think the best way to describe me as an early entrepreneur was a little bit angry. And I, I leveraged intensity.

• 1:36:00Ed Mylett?

  I leveraged anger. I actually leveraged fear of losing to this fictitious person of them being right. And I, by the way, some of that probably served me really, really well, but I don't know that it was healthy long-term. So what about that getting leverage on yourself idea? Would you recommend someone operate out of that space and talk about your own journey on it?

• 1:36:23Alex Hormozi?

  I would recommend you use the resources you have to create the life you want. And so if the cards that you have dealt right now are anger and fear and disappointment, then you can either wallow in those or you can turn something good out of it. And so, I mean, I love the saying, you can either let life beat the strength out of you or you can let it beat it into you. And I think that you can use that, you could put pain, you could put disappointment, you could put fear, you could put whatever that that life, you know, thing is. And so it's just a decision of whether these circumstances are going to serve me or I'm going to serve them. And so I think that whatever your raw materials are, a lot of people lament what cards they're dealt, but you don't have control over those cards. You only have control of how you play the hand.

• 1:37:04Alex Hormozi?

  And so I think everyone just needs to move past that and, you know, stop the pissing contest on who had a sadder upbringing.

• 1:37:11Ed Mylett?

  Yeah, I also think though, that you have to be, if you're making progress, you know, one of the things that's made Jordan great or Brady great is changing the leverage they get on themselves. So it's not that Tom Brady still isn't playing football to prove the fact that he was a six round draft pick, right? But this notion that that's what he gets up every single day, that's the chip on his shoulder anymore is not true. He's now playing for greatness. He's playing because it's his standard. He's praying to, so, and I find with a lot of entrepreneurs, they don't ever change the leverage. And so when they get to where they have proved that fictitious person wrong, or they have gotten to where they are no longer starving, they don't have any mechanism to drive themselves any further. Do you know what I'm saying?

• 1:37:51Alex Hormozi?

  I do.

• 1:37:51Ed Mylett?

  I think a lot of people are just oblivious to the fact that you've lost leverage. I don't, I'm not motivated anymore. I'm not inspired. It's because the old lever you pulled that worked at one stage, you need to now find, Jordan used to say, listen, I play every day. But Jordan didn't take a bunch of games off. He'd say, because there's a kid in the stands who it's the one time he's ever going to see me play is that night in Sacramento. And even though it's the Kings, I'm going to play all out because that kid's going to tell stories about seeing me play. That's different than his motivation, his rookie year to prove he belonged in the league, right? Entrepreneurs don't find that new lever. You obviously have.

• 1:38:26Alex Hormozi?

  I, I, so I've made some content on that specific thing that Michael Jordan said. So I like, super resonate on that. Like that was my biggest of the whole series that I watched. That was like the point where I like had to pause and like chew on it. But it really made me appreciate like every, every podcast, every, every opportunity that we have to share something to really try and bring it rather than. Call it in, you know what I mean? Um, but yeah, for me, my, my leverage has changed. I think I was really angry, um, younger and ve- more fearful than angry.

• 1:38:58Ed Mylett?

  Me too.

• 1:38:58Alex Hormozi?

  Um, just really, just the idea of the disappointment and him being right was just like unbearable.

• 1:39:05Ed Mylett?

  Him being dead?

• 1:39:06Alex Hormozi?

  Yeah.

• 1:39:06Ed Mylett?

  Yeah, isn't it, do you think, I think that, um, anger is typically the manifestation of fear.

• 1:39:11Alex Hormozi?

  Yeah.

• 1:39:12Ed Mylett?

  And so I, when I say angry, I wasn't throwing chairs all the time or anything like that. But there was this almost like game day intensity type anger every day to the way I approached my life and my business. That was a great conversation. Be sure to follow the Ed Mylett Show on Apple and Spotify. Links are in the show notes. You'll never miss an episode that way. Welcome to the Ed Mylett Show. Fired up today. I've got one of the great young entrepreneurs in the United States here with me that I've been following on social media for a long time. We've got a bunch of mutual friends and so I'm honored to have the great Brad Lea here today. Brad, thanks for being here, brother.

• 1:39:45Brad Lea?

  Man, I'm honored. I'm honored.

• 1:39:46Ed Mylett?

  Oh, it's great to have you, man. We've been having great conversations off camera, very interesting conversations and I'm hoping that transfers to on camera now too. So many of you probably follow Brad on Instagram or on Twitter through social media and you've seen the unbelievable posts that he makes. I think he's one of the most creative and innovative, unique people on social media. I've told you that.

• 1:40:05Brad Lea?

  That's interesting. I want to drill into that.

• 1:40:07Ed Mylett?

  Okay, we will. I'll tell you why it's unique too, but so I encourage you to begin to follow him too as well if you're not. But what I want to do today is get to know you better. And then there's all these young entrepreneurs out there, salespeople. I consider Brad to be an expert with how to teach people how to become more productive entrepreneurs and especially great at teaching people how to sell and close and persuade people too. And so I want to pick your brain on some of that stuff today.

• 1:40:30Brad Lea?

  Okay.

• 1:40:31Ed Mylett?

  Brad's built an amazing company. We're actually at his headquarters today called Lightspeed VT. It's an unbelievable virtual technology that he's got that you see a lot of people on his platform often that you would know very well in personal development. But I want to go back prior to that.

• 1:40:45Brad Lea?

  Let's do it.

• 1:40:45Ed Mylett?

  So how does Brad Lea become Brad Lea? So you grew up where? You grew up in the Pacific Northwest?

• 1:40:50Brad Lea?

  Yep.

• 1:40:51Ed Mylett?

  Did you grow up in a super successful family, like entrepreneurs around you, wealth around you? How'd you grow up?

• 1:40:57Brad Lea?

  No, uh, originally we were kind of, I wouldn't say poor, but low middle class.

• 1:41:04Ed Mylett?

  Okay.

• 1:41:04Brad Lea?

  At, at best. We lived in a little tiny house on a hill surrounded by bigger houses. It was, it was, it was kind of. Unique because, you know, there's a lot of stories from that that I've that I've learned back in those days that I can now see the the lesson where there I didn't really realize but no, we grew up a lower middle class.

• 1:41:25Ed Mylett?

  You did. Mom and dad married and you lived in the same house?

• 1:41:28Brad Lea?

  My dad and mom were divorced and then my dad remarried. So I had my stepmom at that time.

• 1:41:35Ed Mylett?

  Okay, so you lived with your dad and your stepmom?

• 1:41:36Brad Lea?

  Yeah. Well, originally, we all went to an orphanage. And then my grandmother, bless her heart, told my dad to get off his ass and come get us because we were basically about to get shipped off to different families.

• 1:41:48Ed Mylett?

  You're kidding me?

• 1:41:49Brad Lea?

  No, when my mom and dad divorced, my dad said, screw ya, and my mom said, well, here, take the kids. She kept the baby. So me and my brothers and sister went to an orphanage and was about to get shipped off. And then my grandmother told my dad, you better go get them. So fortunately, he came and got us.

• 1:42:03Ed Mylett?

  Whoa, what? How?

• 1:42:05Brad Lea?

  I was I was two.

• 1:42:06Ed Mylett?

  You're two, so you don't really remember this happening necessarily?

• 1:42:09Brad Lea?

  My brothers and sisters do, but I was two. My brother was probably seven.

• 1:42:15Ed Mylett?

  Wow.

• 1:42:16Brad Lea?

  And then in between.

• 1:42:17Ed Mylett?

  Have you covered that before?

• 1:42:18Brad Lea?

  No, but you want something new, don't you?

• 1:42:20Ed Mylett?

  I do. I want stuff new. I always make them cry, crying a little bit. It's what my goal is.

• 1:42:23Brad Lea?

  Come on, come on.

• 1:42:23Ed Mylett?

  So that's interesting. So you're this little guy, you're growing up, you live with your dad, mom's sort of in a different place. Were you always, were you an athlete? Like, were you a competitive, like, did you have this background of winning in competition your whole life or?

• 1:42:36Brad Lea?

  Well, well, actually, yeah. I didn't know it at the time, but I excelled at sports. Like, for example, I joined a swim team and I first year joined a team called the Guppies. We had to you had to start there. And my, the only sporting event my dad ever came to watch was my first swim meet with the Guppies. And I beat the other swimmers so badly, they disqualified me.

• 1:43:02Ed Mylett?

  Really?

• 1:43:02Brad Lea?

  They said, he he shouldn't be in this league. And my dad basically told him, ah, you know, you guys are stupid. He left and he never went to another sporting event of mine. But I excelled at swimming at first. And then cross country, did that for a minute and, you know, kind of beat the competitors without even really trying.

• 1:43:22Ed Mylett?

  So you're a natural athlete?

• 1:43:23Brad Lea?

  Ran a 440 in junior high.

• 1:43:25Ed Mylett?

  Four, four forty?

• 1:43:26Brad Lea?

  Four, four forty in junior high. I mean, like, people say bullshit.

• 1:43:31Ed Mylett?

  Yeah.

• 1:43:32Brad Lea?

  Or bull crap.

• 1:43:33Ed Mylett?

  That's okay.

• 1:43:34Brad Lea?

  And it's true. It's the dead ball's truth, but I didn't have a lot of parental guidance when it came to, you know, sticking to something.

• 1:43:44Ed Mylett?

  Hmm.

• 1:43:44Brad Lea?

  So ultimately, I ended up, you know, quitting over something stupid and no one made me go back, so I didn't, I didn't finish with sports.

• 1:43:51Ed Mylett?

  A lot of people relate to that, though. A lot of people who had some potential when they were young, they didn't have a lot of supervision. They end up, you know, kind of flaming out on their first dream. So you had all these gifts that you end up not using. So after high school, you go to college or you?

• 1:44:01Brad Lea?

  No.

• 1:44:02Ed Mylett?

  You didn't?

• 1:44:02Brad Lea?

  Dropped out of high school.

• 1:44:03Ed Mylett?

  You dropped out of high?

• 1:44:04Brad Lea?

  Beginning 11th grade.

• 1:44:05Ed Mylett?

  So you're a high school dropout who's built this massive company.

• 1:44:07Brad Lea?

  Yeah, baseball.

• 1:44:08Ed Mylett?

  Yeah.

• 1:44:09Brad Lea?

  Either home runs or strikeouts. There was no in-between.

• 1:44:12Ed Mylett?

  There's no in-between with you?

• 1:44:12Brad Lea?

  No base hits.

• 1:44:14Ed Mylett?

  So you're a high school dropout and then you end up becoming this, how's that happen? So I know this, just to speed something up here, you end up getting into the sales business eventually.

• 1:44:22Brad Lea?

  Yeah.

• 1:44:23Ed Mylett?

  Right? And so how long were you in sales? What type of sales were you in? And is that when you first started to get your taste at, hey, I can control my time, I can make some money? How old were you? Like, when did all that start?

• 1:44:34Brad Lea?

  It's 17. You know, I couldn't decide between movie star and, and a job. Everyone was telling me, you know, get a real job.

• 1:44:42Ed Mylett?

  Yeah. Weren't you an actor, though? You were also an actor.

• 1:44:44Brad Lea?

  Yeah, I technically still am. I'm just unemployed.

• 1:44:46Ed Mylett?

  Okay.

• 1:44:47Brad Lea?

  So if you guys are looking for one, you know, I'm a thespian. Trained thespian, by the way. But at around 17, early 17 years old, I went and got a job with a forest service company.

• 1:45:01Ed Mylett?

  Okay.

• 1:45:01Brad Lea?

  And I thought I was gonna be fighting forest fires. Sounded cool.

• 1:45:04Ed Mylett?

  Yeah.

• 1:45:05Brad Lea?

  Went around bragging like, I'm cool. Paid like $22 an hour. First day on the job, realized I wasn't a forest firefighter. I was the dude that had a 10-pound bag of water put on my back. And I went and squirted water on stumps that were smoldering, so they didn't reignite a fire. They called it a piss bag. Got poison oak and went and basically said, hey, I got poison oak, I'm not gonna be able to come in tomorrow. And they're, they laughed and said, yeah, you'll be in tomorrow at 4 a.m. That's part of the job. And, you know, everyone had poison oak supposedly. So that's ultimately when I said, dude, this manual labor shit?

• 1:45:37Ed Mylett?

  That's for you.

• 1:45:37Brad Lea?

  I'm not into it.

• 1:45:38Ed Mylett?

  Yeah.

• 1:45:39Brad Lea?

  So I opened the newspaper to get another job, and there was an ad for selling cars.

• 1:45:44Ed Mylett?

  Okay.

• 1:45:44Brad Lea?

  So I went and applied for selling cars at 17 and...

• 1:45:50Brad Lea?

  Basically lied to get the job because you had to be eighteen.

• 1:45:52Ed Mylett?

  Seventeen years old.

• 1:45:53Brad Lea?

  Yeah, and you had to be eighteen. So I got the job at seventeen, lying, which again, you learn. People say you can't change. I think you can, by the way. Anyway. BSed my way into the job.

• 1:46:05Ed Mylett?

  Okay.

• 1:46:07Brad Lea?

  Went around bragging to everybody. I was seventeen, so the other salesmen were haters because I was kicking everyone's ass. And they told management, so management brought me in and said, how old are you? And he said, don't lie to me. I said, I'm seventeen. He said, well, you lied and said you were eighteen. I said, yeah. He said, how many cars you got out? I said, like twenty-six, and at this time, the closest person might have had ten. And he said, when do you turn eighteen? I said, like another two months. He said, can you keep your mouth shut that long?

• 1:46:35Ed Mylett?

  Of course, they don't want to lose the golden goose.

• 1:46:37Brad Lea?

  Yeah, so I started Excel, you know, they gave me a car to drive. You got to wear a suit. I was, I was home. No poison oak, no hard work. A pen, you know, and the way I looked at it, this individual paid for all the cars, paid for the building, paid for the advertising, gave me a pen and let me have my own little business. Without investing a dime. That's the way I looked at it. And so I was aggressive and started selling.

• 1:47:03Ed Mylett?

  Talk about it for a second, because I don't think most salespeople think that way, especially if they're not in something where they do have some ownership of it, but you treated selling, this is important, by the way, because I did too young. I started out just in the selling business too. So but you treated selling like it was your own business.

• 1:47:18Brad Lea?

  Well, it is.

• 1:47:19Ed Mylett?

  Well, elaborate. What do you mean?

• 1:47:20Brad Lea?

  When you're on commission, you know, you don't have a limit. So if you're going to give me cars, let's use cars or art, because I've sold art, cars, RVs,

• 1:47:32Brad Lea?

  ridiculous vacuums.

• 1:47:34Ed Mylett?

  Really?

• 1:47:34Brad Lea?

  Candy bars. Yeah, I've sold everything. Matter of fact, at six years old, there's a story about selling candy bars that is pretty funny, but.

• 1:47:42Ed Mylett?

  Give me it. I want to hear it.

• 1:47:43Brad Lea?

  Well, I was six years old and they, and they gave out the boxes of candy, world's finest chocolates.

• 1:47:49Ed Mylett?

  Yeah.

• 1:47:49Brad Lea?

  You remember those?

• 1:47:50Ed Mylett?

  Yes.

• 1:47:51Brad Lea?

  They were delicious. They were.

• 1:47:53Ed Mylett?

  Yeah.

• 1:47:53Brad Lea?

  I mean, still to this day, I think they're probably the best actual chocolate with almonds you can find. So I went out and I started selling candy bars and. All the other kids that couldn't sell their candy bars, normally they would ship them back to the company and that was it. Well, they just gave me all of the candy bars everyone else couldn't sell. And I literally sold every candy bar that the school received.

• 1:48:15Ed Mylett?

  Like how, knocking doors?

• 1:48:17Brad Lea?

  Yeah, I went and knocked on doors. They'd open the door and I'd have it behind my back. And when they answered the door, I would say, "Do you have the phone number to a good roof repairman?" And they'd always be like, "No."

• 1:48:26Ed Mylett?

  It's six years old, you're saying?

• 1:48:27Brad Lea?

  Six years old, and I developed it all by myself. I don't know how. But I said, "Do you have the phone number to a good roof repairman?" They said, "No, why?" And I say, "'Cause when you taste one of these, you're gonna go through the roof."

• 1:48:41Brad Lea?

  And people were just buying-

• 1:48:42Ed Mylett?

  Little six-year-old little face saying that out of the can say no.

• 1:48:45Brad Lea?

  And people were just buying boxes at a time. You know, "I'll take 20 of them." So, I learned selling then.

• 1:48:51Ed Mylett?

  Okay, I'm gonna point this out, what you just did. I told Brad before we went on the camera, because you just did it again, that he has an interesting way of communicating. Do you remember when I told you this earlier? And you just did it again. You started it at six years old. And this is why I want you to follow him. Because a lot of people speak the same way. They'll say, "Here's what I'm gonna tell you," then they tell you. Brad's communication style is it ends up a punchline. So, you don't know where you're going and then boom, you land somewhere. Whether that's a joke, or a sales pitch, or a close, or a statement. You watch when you watch him. And you, just so you know, you did it at six years old. You start with the candy bar behind your back, right?

• 1:49:22Brad Lea?

  Yeah.

• 1:49:23Ed Mylett?

  "Do you need a roof?" You know, and boom, then you come back at him. So, you always take them down an interesting road when you communicate. It's very unique to this dude with the way that you talk. It is, and it's why I think your social media stuff's interesting. Because it's not like, "Let me tell you what you need to think," and then you say it. You start out somewhere, and I don't know where we're going, and then boom, there's a punchline and we land somewhere. And when I say punchline, it may not mean something funny. It just may mean you take me where you were gonna take me. It's almost like going around the corner and I find the prize.

• 1:49:48Brad Lea?

  Yeah.

• 1:49:49Ed Mylett?

  And that's what you were doing when you closed then, too. So, that's awesome, by the way. You started that at six.

• 1:49:54Brad Lea?

  Started it at six, you know.

• 1:49:55Ed Mylett?

  So, let me ask you a question. You're this good closer at six. You become a great car salesman, young. You've gone on to sell other things and been successful. Then you built this huge training thing that we're gonna talk about in a minute. But I'm a salesperson. Which, by the way, the first thing is, the first step of that is admitting it.

• 1:50:10Brad Lea?

  Yeah.

• 1:50:11Ed Mylett?

  Right, that I actually close, I actually sell, right? Give me a couple things that someone out here just got into sales, or is in it and struggling, right? Like, what's a couple real keys of being great at closing? One, you've said you own it like your own business, because not everybody does think that way. But give me a couple things. What makes a good closer, a good salesperson, a good persuader?

• 1:50:31Brad Lea?

  The ability to listen, first of all, because a lot of salespeople really don't listen. And they're not even prepared to ask good questions in order to get good answers. So I'll give you an example. When I used to train people, I would carry around a quarter, a dime, and a nickel. So they can put this on the screen if you're editing this, but pretend this is a quarter. Okay, and this is a dime, and this is a nickel. Now, I'm gonna ask you a question. I want you to listen. Okay? Bob's mom has three kids. The first one is Nicholas, the second one is Demetrius. What's the third one's name?

• 1:51:13Ed Mylett?

  I don't know. What is it?

• 1:51:14Brad Lea?

  Okay, well, I'm gonna have you listen again.

• 1:51:16Ed Mylett?

  Okay, do it again.

• 1:51:17Brad Lea?

  Bob's mom has three kids. The first one is Nicholas, second one is Demetrius. What's the third one's name?

• 1:51:27Ed Mylett?

  I don't know.

• 1:51:28Brad Lea?

  See, that's because you're not really actively listening.

• 1:51:30Ed Mylett?

  Okay.

• 1:51:30Brad Lea?

  Now actively listen to me.

• 1:51:32Ed Mylett?

  Okay.

• 1:51:32Brad Lea?

  Bob's mom has three kids. The first one is Nicholas, the second one is Demetrius. What's the third one's name?

• 1:51:40Ed Mylett?

  You got me. I don't know.

• 1:51:41Brad Lea?

  Listen closely.

• 1:51:42Ed Mylett?

  Stop it. Give me the answer.

• 1:51:43Brad Lea?

  Bob's mom.

• 1:51:44Ed Mylett?

  Bob's mom. It's Bob.

• 1:51:46Brad Lea?

  There you go.

• 1:51:47Ed Mylett?

  It takes me a while.

• 1:51:48Brad Lea?

  So you notice that it doesn't take you a while. You're not listening actively.

• 1:51:51Ed Mylett?

  I'm struggling with my IQ issues, but I got it eventually.

• 1:51:54Brad Lea?

  I guarantee it's not that. And people do it all the time. They're not listening actively because we're having a conversation and you're not trying to sell me anything.

• 1:52:05Ed Mylett?

  Right.

• 1:52:05Brad Lea?

  But when someone says, "What makes the best salesperson?"

• 1:52:09Ed Mylett?

  Were all of you just watching, going, "What the hell is wrong with me?" Or were any of you with me on that? Like, is at least 5% of you with me that you did not know Bob's damn name?

• 1:52:18Brad Lea?

  I'd say 90%.

• 1:52:20Ed Mylett?

  Because what it is, the trick is, there's a damn N, a D, and a Q. So you're throwing me off with the Q.

• 1:52:24Brad Lea?

  Yeah, well, that's why I'd have a dime, a quarter, and a nickel.

• 1:52:26Ed Mylett?

  Yeah.

• 1:52:26Brad Lea?

  So people are trying to, because they're not listening. So if you're, if you're, if you want to be great in sales, first of all, you need to learn to listen closely and actively. And then, secondly, learn to ask the right questions.

• 1:52:39Ed Mylett?

  Wow, that is such an awesome illustration right there. My whole audience now just unfollowed me because they know how low my IQ is.

• 1:52:46Brad Lea?

  Well, watch this. Well, you can edit it.

• 1:52:48Ed Mylett?

  No, I want to leave it. It was awesome.

• 1:52:49Brad Lea?

  Ninety-five percent of the people I do that with never get bobbed. Sometimes they'll get it on the third one, occasionally on the second one. Hardly ever, they're listening.

• 1:52:59Ed Mylett?

  No, I'm leaving that in there. That's too damn good.

• 1:53:01Brad Lea?

  However, knowing the right questions to ask, you know, when people start selling things, like if I say, you know, "Go ahead and sell me that." You know, people will start saying, "Oh, it's quality leather and it's going to last a long time." And that's not really selling, that's telling. Selling, I have to know what it is about you that values that. And I do that through questions. So if I were going to sell you that, I wouldn't just start selling it. Like most people, that's what they'll do. Like, next time you talk to a salesperson that says they're top salesmen, say, "Okay, well, sell me that chair." And they'll say, "Oh, this chair is constructed this way and it's the greatest fabric and it's going to last the best." And they're not asking you, you know, "Who's the chair for?" You know, "Are you replacing a chair?" You know, "What do you like about the chair you're replacing?

• 1:53:46Brad Lea?

  What didn't you like about the chair you're replacing?" So by the time I explain that chair, I can provide value and explain to you why it's valuable. Now, let's say, for example, you tell me that chair is so quality and it's going to last forever and I find out you're getting a divorce and you have to provide your ex-wife a replacement chair.

• 1:54:05Ed Mylett?

  Yeah.

• 1:54:06Brad Lea?

  I just unsold you the chair, not even knowing it. Why? Because I didn't ask you some questions and listen to the answer.

• 1:54:11Ed Mylett?

  Well, that's the big thing. Cardone said this to me. Grant Cardone and I were talking about this very topic off-camera also. And he said, because it's what you just did with me. It's not just asking the question, it's getting the answer. So a lot of people ask questions, but they never get the answer. You forced me to finally to get me to get the answer, right? And that's what a good closer gets also. They don't just ask the question. They actually get the answer. I think some people think, "All I got to do is ask a bunch of questions." Well, no, you have to get the answer and get them actively listening. That's why that is really powerful and why I want to absolutely leave that in there. So, very, very good.

• 1:54:41Brad Lea?

  You want to be good in sales, listen and ask good questions.

• 1:54:44Ed Mylett?

  Okay, so that's huge, by the way. Very, very good.

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